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The Two Types of ROI: Return on Investment vs. Return on Influence

by Christopher Tompkins

In the marketing world, many businesses focus on ROI (return on investment). However, when they don’t get the immediate monetary results they desire, they begin to pull away from social media marketing. But there is another side of the coin: ROI 2.0 (return on influence). Many businesses have begun investing more time and money into individuals or organizations who can … [More]

Marketing  |    |  

Cultivating Brand Activism? Pointers to Help Businesses Decide and Plan

by Andrea Fryrear

From the team formerly known as the Washington Redskins to #BlackLivesMatter to saying goodbye to Uncle Ben and Aunt Jemima, social activism is the latest must-have for brands. But should you join in? And if so, how can you do so without seeming cynical, especially if this is your first time dipping your toes into the social justice water? Brand activism is a significant … [More]

Marketing  |    |  

How Businesses Are (Carefully) Promoting Their Brands during COVID-19

by Mike Hunter

Thanks to COVID-19 and social unrest, 2020 brought an unwelcome wrinkle to public relations game plans. Put out the wrong message – or even the right message with the wrong approach – and a business can end up sounding insensitive or opportunistic, driving away both the media and the potential customers they are trying to reach. Yet, despite the difficulties, many … [More]

Marketing  |    |  

Why Businesses Should Expand their Storytelling Skills and Focus on Contextual Commerce

Source Digital

Storytelling is something that is part of human history. From cave drawings to oral traditions to the written word, it’s something that continues to evolve and today is ever-expanding in video. It’s also an increasingly important marketing tool for businesses that know how to harness the power of telling a story and making an emotional impact. Today’s ad-based storytellers, … [More]

Marketing  |    |  

The Shifting Landscape of Marketing

by Martijn Pierik and Rebecca Mosley

When it comes to marketing in the current climate, all businesses should be focusing on what we call “the three S’s”: Safety, Sensitivity and (new) Sales channels. We are also seeing a big shift in marketing dollars toward all manner of digital marketing, including increased spends for content marketing and social media, website improvement projects, e-commerce integrations and … [More]

Marketing  |    |  

While Businesses Shut Down in Arizona, Google Searches Ramped Up 

by Joel Coen

This past December, my children and I were at home in my living room having a conversation about specific, influential events that changed the world. We had just finished watching the celebrated one-shot war film 1917 together about two young British soldiers during World War I whose actions would end up impacting world history as we know it. The movie had a profound effect on … [More]

Marketing  |    |  

Should You Jump on the Social Activism Bandwagon? How?

by Andrea Fryrear

Facebook ad boycotts, alignment with #BlackLivesMatter, ditching names like Aunt Jemima: social activism is the latest must-have for brands. But should you jump on the bandwagon? And how do you make the shift without getting labeled as inauthentic, especially if your brand has never talked about these issues before? Now is the time to speak up, but brand activism is a … [More]

Marketing  |    |  

Findings on Sentiment vs. Engagement in Capturing Brand Affection

Talkwalker

Who do you love?  Consumers clearly have their favorites when it comes to brands and international social media analytics firm Talkwalker has the data to prove the most loved brands on social media. But just because a brand is mentioned more often in social media, doesn’t mean that it will always trend higher in terms of how consumers feel about that brand. Talkwalker used a … [More]

Marketing  |    |  

How to Get a Meeting with the C-Suite

by Stu Heinecke

Hollywood has always known how to take a meeting. Tinseltown tête à têtes are how movies get made, box-office records are broken and stars are born. In the business world, fate-altering meetings don’t happen in directors’ or producers’ offices, they happen in the C-suite. For those, that is, who can break through. Thirty-three minutes and 13 seconds into the 2005 movie … [More]

Marketing  |    |  

Differentiating the Gen Y/Z Market

by David Ralls

With each new generation, a different set of rules presents itself for marketers. And, with five generations of consumers currently represented in the United States, it can be somewhat complex to differentiate between newer generations that, at first glance, appear to be very similar. But to say that generations Y and Z are the same, or could be marketed to using the same … [More]

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