I hear it all the time, from coffee shops and co-working spaces to the office hallways of the world's largest companies. The excitement, anxiety, even mythology of startup brand and business model "disruption." Because it's happening all around us and it's inevitable, right? Pick an industry, any industry, and surely it's about to be unbundled … Continue reading Is the ‘Startup Disrupting Big Brands’ Narrative Actually Bullsh*t?
There's a window of opportunity that exists today in influencer marketing that won't last long. Instagram organic reach will continue to fall. The Federal Trade Commission (FTC) will increasingly crack down on influencers who don't properly disclose brand affiliations and sponsorships. Influencers are increasingly acting as cause marketers, activists, and political protestors. And the tactic … Continue reading Influencer Marketing Strategy in the Era of Instagram, the FTC and Trump
As a so-so programmer, I recently looked up how to create a Facebook messenger bot that could automatically share new posts from my blog (as an alternative to someone subscribing via email or RSS). Normally, if I can find a suitable Github library or clear enough tutorial, and the app isn't too complicated, I can … Continue reading How to Make a Facebook Messenger Bot with Zero Code: A Step-by-Step Tutorial
Two of my favorite books on communication are Luke Sullivan's "Hey Whipple Squeeze This - A Guide to Creating Great Ads" and Al Ries's "Positioning: The Battle for Your Mind." Although I describe them as "communications" books, they're really advertising books. Or rather, books that study communication through the lens of advertising. I'll come back to why this … Continue reading The Best Product Marketing Advice I Can Give You
I have a new theory -- call it a prediction -- about the future of influencer marketing. Recently, Instagram has been meeting with some of its latest advertisers and media partners to council them on the social platform's latest algorithm update -- a transition that will rank newsfeed content by relevance, rather than chronology, similar to its parent … Continue reading Why I Think Zuckerberg is Trying to Kill Influencer Marketing
Today, our brand is everywhere — on mobile, across social media and messaging apps, and even exposed to new mediums like connected devices and virtual reality (VR). Marketing remains the same mix of math and magic we know and love, but the ways marketing is executed day-to-day has changed profoundly. Our work has gotten a … Continue reading Why You’ll Never Measure Marketing ROI Correctly (and That’s Perfectly OK)
Content is the atomic unit of marketing — the currency of how to get attention (when done well). But simply “creating content” without a thoughtful vision is a lot like writing individual book pages for readers expecting a story. So what are the atomic units of a content strategy that will focus and sharpen your … Continue reading The 11 Essential Elements of a Content Marketing Strategy
As mobile devices and borderless technology networks like Facebook, Google, and Tencent increasingly connect billions of people around the world, everything about the pace, profile, and application of modern media is changing. The new mobile customer has arrived, and she is forcing companies to rethink the tools and systems they use to reach consumers and … Continue reading Can Your Mobile Customers Afford to Watch Your Ads?
This essay originally appeared on Percolate. Brands want to be chosen by customers, and marketing as a discipline is aimed at increasing that likelihood. As a growing body of academic research shows, almost all customer purchases are at least partially memory-based. This means a critical priority in marketing and advertising is creating and reinforcing positive brand … Continue reading How to Build a Brand the World Will Remember Tomorrow
Social is entering a new era in the history of its communications potential. In doing so, ‘social media’ companies like Facebook and LinkedIn are briskly redefining their identities, business models and the boundaries they are able to connect people — or brands to people — within. All told, 2015 looks more and more like the year … Continue reading The Year Social Media Moves Beyond Social