Category

Strategy

How to Measure Marketing ROI: Downloadable CEO Marketing Dashboard

How to Measure Marketing ROI: Downloadable CEO Marketing Dashboard
As marketers, we're used to complex campaigns that cross multiple marketing channels and have a ton of moving parts. We manage websites, blogs, design assets, content production, social media, advertising, paid search, SEO, public relations and the list goes on. All of the reports, metrics, and analytics that we have access to just adds another layer to the story and can make reporting results to the higher-ups a challenge. As we go up the flagpole from marketer to marketing director to CEO, the data needs to be presented at an increasingly higher level and must show results that interests the...
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Can You Make Money Using LinkedIn?

make money with linkedin
The Internet has put more decision making control in the hands of the consumer than ever before.  People do research before they decide who to do business with.  Social media was never considered to be of value for business until recently, but internet users now spend four times more time on Facebook than Google. In short, social media is more than just a trend. It's the way we now do business. There is so much said about using social media to make money. So let's take a look at the difference between Facebook, Twitter, and LinkedIn from a money-making point...
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Sales Gets All the Credit and Marketing is the Red Headed Stepchild

marketing is redheaded stepchild
I've worked with many sales-driven organizations where the marketing department is the red-headed stepchild. After all, it's sales that drives the revenue, right? Marketing just eats through budgets and promotes the brand (whatever that means). Meanwhile sales is doing all of the heavy lifting. The fundamental flaw in this scenario is that there is no connection between marketing activities and sales. Without a closed-loop marketing strategy (ability to track customer interactions that lead to a sale) that's geared to produce measurable sales results, it's easy for marketing departments to feel left-out and underappreciated. Despite all of the great campaigns you devise and execute,...
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Hispanic Marketing: How Country of Origin and Generation Affects Advertising Strategy

Hispanic Marketing: How Country of Origin and Generation Affects Advertising Strategy
The Latino market offers a tremendous opportunity for brands in the United States. According to the Census Bureau, the Latino or Hispanic population in the U.S. is 53 million people strong. From 2003 to 2012, U.S. spending on Hispanic media tripled from $2.8 billion to $7.9 billion, with the majority of spend (72% in 2012) in television advertising. The opportunity is obvious, but reaching this market takes some careful planning. The market includes a broad range of individuals and is extremely complex and multilayered, which can make developing effective creative and media plans a challenge. This is definitely a case...
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Best Places to Advertise in San Francisco

Best Places to Advertise in San Francisco
From a media advertising perspective, San Francisco is a very unique and interesting market.  It’s the fifth biggest DMA in the US and is full of diversity and great opportunities for advertisers. The San Francisco bay is known for having one of the top five worst commutes in the United States, which can make an interesting case for outdoor, transit, and morning drive radio advertising. It is also home to several sub-markets situated around the San Francisco bay, which can add some considerations in terms of selecting media and targeting specific market segments.  For location-based businesses advertising in the SF...
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PR Database Review: Search for the Best PR Platform

PR database review
PR Database Review: Meltwater vs Vocus vs Cision vs MyMedia Info UPDATE: Upon further review of the Vocus platform, we have made the decision to return to Meltwater.  Please read the update on the features that our agency couldn't go without.  Please see link at the bottom of the page.  Here we go again - renewal time for our PR database and media-monitoring suite.  It’s a big investment for our agency and every year I take the time to see what the top providers have to offer. I like to think of it like buying a car, both in terms of...
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CES Planning Guide: 10 Steps to Securing a Ton of CES Press Coverage

CES planning guide
This blog post is part of “The Ultimate Guide to Public Relations” blog series. CES planning is in full swing and companies all over are busy preparing to descend on Las Vegas in January for the largest tech tradeshow in the world and the biggest event in Vegas all year. CES planning is stressful and it can easily seem like there are a million things to do (primarily because there are), but it’s all worth it in the end.  All of the up-front planning goes a long way when it comes to show time. One of the most important areas...
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