In the post “30 Terrible Pieces of Social Media Advice You Should Ignore“, Ellie Mirman says that using common hashtags in your tweets “makes you look…like a Twitter newbie who’s trying to game the system” and that this practice is “also commonly referred to as ‘hashtag hijacking'”. Really? Let’s consider the two primary ways that hashtags can provide value for people using Twitter (or Instagram, Pinterest, Google+, or other social media platforms that support them). Continue reading
Unfortunately, for most marketers, the answer to this question is either “we don’t have one” or “what do you mean by strategy?”. While there is widespread awareness of Slideshare, my experience is that it is used occasionally and is not considered essential by most companies. This is truly an under-utilized and under-appreciated marketing channel, and one that can deliver a lot for a relatively small investment. Continue reading
The game is over, and it had the all the drama, momentum swings and glitz that we expect from the Super Bowl. And while we know who won on the field, it’s now time to look at the winners and losers from the advertising game.
Before I pass judgment, let me make a couple overall observations.
The Herd Mentality
It’s always interesting to see how certain products tend to get multiple advertisers competing with each other. Car manufacturers are at the top of this list, with luxury sedans and mid-sized SUVs being the predominant vehicle types showing up. For the most part, these were so indistinguishable from each other that nobody will remember anything about them by this weekend…while I did enjoy watching the VW Beetle “Get Happy” spot, there was one clear winner in the pack (see below). There is always a lot of competition between sodas, but a surprising product category that has multiple brands competing with each other during the Super Bowl is men’s deodorants…they must feel that they can get some new customers, although I’m highly skeptical that they will even come close to seeing a return on this investment. Continue reading
As we approach the big day this Sunday, everybody is getting ready for the main event – who will win the battle of the ads! Both during and after the game, we will talk about the funniest, the cleverest, the cutest or the crassest commercials. Brands will gain lots of exposure (a frequently mentioned benefit), but what does this actually equate to once the chatter is over and the money is spent? If you spend $3-4 million dollars to air a commercial + another $1-2 million to produce it, there should be some major expectations that it generates serious payback.
I think there is way too much emphasis on brand reinforcement when it comes to Superbowl advertising. We all know about the sugary sodas, beers, salty snacks and auto companies that show up year after year. Do their commercials really change consumer behavior in a lasting way? While they may get a quick spike of attention, the results are questionable. As a story on America Public Media’s Marketplace shows, it’s difficult for people to even recall which brand is associated with many memorable commercials. Continue reading
Infographics have been proliferating in usage over the past year, moving beyond their traditional usage in media publications to an interesting way for companies to provide marketing content — a blog post earlier this week by design firm InfoNewt discussed the use of infographics as part of an overall SEO strategy.
When done right, infographics tell a compelling story and provide information in a way that the reader can easily understand and learn from. They also can summarize a more comprehensive set of data, as a way to generate interest in a source document. And, they can increase visibility or awareness in a company through viral propagation on social sites. But many are confusing, misleading or just a visual mess. Here are a couple examples that are good for illustrating what makes a compelling infographic. Continue reading