social-media
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“4x ROAS, 33% drop in CPA, and a 20% increase in AOV – Why finding the right UGC is so crucial” That’s an actual subject line of an email I received. Four acronyms packed in one sentence is impressive. You can decode that mess here. While I got a chuckle out of the alphabet soup,…
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David Ogilvy is considered the “Father of Advertising,” but he is, in truth, an absolute icon of marketing. Born in England in 1911, after failing out of the prestigious Oxford University, he turned to selling ovens door-to-door. He was a natural and so successful that he was asked to write a manual for other salesmen.…
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At its worst, trendjacking is jumping on a crowded bandwagon. At best, when it’s well executed, it’s being part of the buzz of a viral moment. So, what is trendjacking? By definition it’s inserting your brand into a trend, but it wouldn’t be marketing if there weren’t a few slightly different takes. Social Trends Have…
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Everybody’s heard of the conversion funnel concept. Lately, it’s had some company. The first new term in the customer acquisition conversation was flywheel. As you’d expect, it got a lot of buzz. Next came ecosystem. Here’s what they mean, in terms of definition, and what they mean to marketing, as in their actual value. Conversion…
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Whether you consider it a discipline, philosophy, or strategy, brand marketing simply isn’t an option. If you’re going to have a brand name, you absolutely have to decide what that brand means. This includes the obvious like logo, colors, fonts, taglines, but it also includes the persona of the brand. It’s a lot of work…
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There are some marketing disciplines or philosophies that are simply hot right now. Which one is right for your brand and product and what do these terms even mean? 360 Marketing: with the goal of creating the widest possible reach, a 360 approach uses every marketing channel. It’s all inclusive. So, instead of launching a…
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Whether every self-identified social media influencer is actually influential is debatable. What’s undeniable is that influencers have become a significant part of modern digital marketing. In my experience, when marketing special interest products to enthusiast audiences, the right influencers can deliver a tremendous lift in awareness for new products. Awareness vs. Relevance Influencers are excellent…
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At its simplest, storytelling marketing is the use of a narrative approach in branding as opposed to focusing on features. Getting more specific, storytelling marketing is an effort to humanize that’s meant to facilitate an emotional connection. While product can’t be ignored by marketing, storytelling makes sure the messaging isn’t just about the product and…
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The first thing most people think of when asked to define or explain marketing is advertising, and advertising is, indeed, marketing. But it’s only one aspect. One of many. Marketing is the business of building brand and product awareness and relevance. Advertising, whether it’s a billboard, TV spot, radio or print ad or pre-roll before…
MATT HIGGINS 