Client Relationships

The weekly recap - April 14, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How Big Advertisers Are Using Next-Gen Messaging Apps Snapchat, Kik, Tango, Line and WeChat
IPG Media Labs Offers Tips For Marketers Aiming to Cash In On Mobile Messaging.

Brands Need to Stop Trying to Play Hero
The goal should be participation.



Don't Count Out Email Newsletters
Loyalty and premium ad dollars still make the medium lucrative.

Keeping Your Company/Product a Secret Could be the Secret to Creating a Viral Video
For a brilliant example of this approach, check out World’s Toughest Job, which immediately went viral upon its release on Monday.

A Guide to the Best Times to Post on Social Media (Infographic)
Do you post social-media updates when your audience has the highest chance of seeing them, or just whenever you think of it or happen to have a free minute?

Keeping Your Company/Product a Secret Could be the Secret to Creating a Viral Video

brogan

Everybody in advertising has heard this one: “Can you make a video about our product? And by the way, we want it to go viral!” Alas, the surest way to fail at making a viral video is to try to make a viral video.

That said, I have seen a trend in some recent blockbuster vids that’s worth noting: the spots all give their products the softest of sells. In fact, the name of the company is usually not mentioned until the video’s last seconds. You could call it a surprise ending.  

For a brilliant example of this approach, check out World’s Toughest Job, which immediately went viral upon its release on Monday.

In the four-minute video, a diverse group of gobsmacked job applicants interview for an “insane, unpaid, 24/7 job. The punchline? This is a job that billions of women do every day.

The job is being a mom.

After the applicants (and the viewers) dissolve into tears, we see a caption: “This Mother’s Day, you might want to make her a card.”

Only then, over quietly touching piano plinks, comes the sell: “Visit www.cardstore.com.”  

P&G employed the same subtlety in its 2012 Thank You Mom and 2014 Pick Them Back UP Olympic spots. Those tearjerkers briefly featured moms at work in their laundry rooms and babies toddling around in diapers, but not until the very end of the videos did you learn who was behind them.

And when that P&G logo did appear? It was next to a humble expression of gratitude: “Thank you, Mom.”

P&G’s 2012 spot won an Emmy. It was also a boon to the companys bottom line, according to an Ogilvy case study. It was the strongest Olympic sponsor ad measured and its performance was 40 percent stronger than P&G’s ads during the Vancouver Olympics.

It’s too early to gauge the impact that World’s Toughest Job will have on its company—American Greetings. But it’s impossible to imagine, after more than seven million views, that Cardstore.com won’t see an uptick in sales.

This kind of spot makes a big impression on those of us in advertising and marketing as well. It shows us one truth about videos: The ones that sell to a viral degree are the ones that don’t sell. This was also famously illustrated a few weeks ago with First Kiss. That video’s product—Wren clothing—was so subtly presented that at first, none of the entranced viewers even recognized that it was an ad.

I love this notion of selling a product or company by focusing on characters; on story. In the spot, that company may look like an afterthought. But for consumers, sensitive storytelling and humility are likely to make a more profound impact than a hard sell.

The weekly recap - April 7, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Hey Brands, Facebook Isn't Screwing You
Fans may be fake, but brand advocates are real.

Dove Launches Fake 'Beauty Patch' in Latest Play for Viral Glory
Women See No Effect from Placebo at First, Then Tearfully Do

Millennials Aren't Afraid of the Phone, or Human Connection
Prized demographic wants to talk to a person when deciding on a purchase.

Amazon's Fast-Growing Video Service Has Already Overtaken Hulu, Apple
Netflix should probably start checking the rear-view mirror.

Facebook Goes Big With Right-Hand Rail Ad Redesign
Now it looks more like news feed posts.

The weekly recap - March 31, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

A Growing Number of E-Commerce Sites Are Moving Into Print
While countless publishers are struggling to drive dollars via online shopping, there are a growing number of e-commerce companies moving in the opposite direction.

As Companies Evolve, Women Will Lead the Way
Women are creating a more open, empathetic and driven workplace.

Build Your Own iAd: Apple Throws Open Door to Platform
Starting today, anyone with an Apple ID will be able to open an account with iAd Workbench, the company's mobile-ad management tool.

Supreme Court Decision Could Mean More Ad Lawsuits
Marketers beware: A Supreme Court ruling this week could lead to more false-advertising lawsuits.

The 7 Deadly Sins of Marketing Automation
How B-to-B marketers can avoid the common pitfalls and reach full potential.

The weekly recap - March 10, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

5 Ways to Use Pictures to Tell Visual Stories With Social Media
Are you sharing your stories with your fans?

Google Tests Desktop-to-Mobile Retargeting With Brand Data
Google is pitching advertisers on a new kind of ad targeting that aims to improve on the ubiquitous tracking cookie.

Facebook Reveals 'Premium' Autoplay Video Ads
Those Facebook autoplay video ads—well, call them Premium Video Ads.

Seeking TV Ad Budgets, Facebook Goes Wide With Video Ads
After launching a test of its long awaited video ads in December, Facebook is now formally rolling them out to a larger group of advertisers.

10 Social Media Tips to Enhance Your Marketing, From the Pros
Twitter chats are a great way to boost your marketing results.

9 Facebook Changes Social Media Marketers Need to Know
Facebook has been around for 10 years this month.

The weekly recap - February 24, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

This Cheat Sheet for Content Marketing Will Make Your Day
Today's marketers think a lot about producing great content for their audiences.


18 Social Media SEO Resources to Improve Your Search Ranking
Do you know how social media impacts SEO?

Why Digital Is Grabbing a Bigger Share of Consumer Product Budgets
If there were any doubts that the age of digital marketing has fully arrived for packaged-goods companies, the Consumer Analyst Group of New York conference in Boca Raton, Fla., last week should put them to rest.

Twitter's Movie Play Could Show Whether All Screens Are Social

Twitter and National CineMedia (NCM) are looking for a brand to buy into a one-year exclusive deal that will entail social-media-anchored advertising on the big screen.

Teens Press Play on YouTube
For teens and millennials, Facebook is the top platform for communicating with brands.

 

The weekly recap - February 10, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Getty Images, Sheryl Sandberg Team Up to Make Stock Photos of Women More Empowering
Stock photography is easily accessible and way cheaper than hiring a photographer to produce images for a brochure or an ad or a website, but it is rife with stereotypes.

LinkedIn: 81% of Small and Medium-Sized Businesses Use Social Media
New research from LinkedIn found that the majority of small and medium-sized businesses (SMBs) are turning to social media for growth.

5 Ways to Increase Fan Page Engagement With Facebook Games
Have you considered adding games to your Facebook page?

How to Speed Up Your Content Curation Process

Do you want to share helpful content, but don’t know where to find it?

The week in review - January 13, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Blog Well, Or  Don’t Bother?
68% of consumers read brand content—blogs, social media chatter, infographics. What content works?

Why Your Old Mobile Strategy Won't Cut It This Year
For marketers in 2014, a completely integrated mobile strategy can no longer be wishful thinking.

Facebook's News Feed Changes Will Require New Marketing Strategies
The news that Facebook is changing its news feed algorithm to deliver more "news" has marketers worried about maintaining reach and frequency on the platform.

Marketers Must Make the Ethics of Content Creation a Top Priority
The big issue is finding ways to mark the difference between traditional editorial and advertiser-presented content.

Mobile-App Use Increased 115% in 2013
Mobile-app use increased 115% in 2013, according to Flurry Analytics.

The week in review - January 6, 2014.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Inbound Marketing Strategy will continue to dominate marketing plans in 2014
Here are 5 ways to join the crusade in 2014.

What Changes Will Millennials Force Brands to Make in 2014?
The coming year holds dramatic changes for some of the world's most recognized brands, as more millennials, the influential consumers who already value transparency and social consciousness, become parents and expect more from brands as a result.

Finally, an Alternative to the Much-Hated QR Code
Marketers have been trying to make print and outdoor ads interactive for years, but despite their efforts, consumers are largely rejecting QR Codes.

5 Key SEO Questions for B2B Companies
Much has been said about the volume and quality of backlinks to your B2B or corporate website, determining your SEO success.

5 Technologies Seniors Use More Than Millennials
Generally speaking, younger Americans adopt new technologies quicker than their older counterparts.

The week in review - December 9, 2013.

brogan

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Spotify's New Mobile Service to Launch With Audio Ads Only
Spotify is extending its free, ad-supported service to mobile devices as it looks to add new users and challenge for radio advertising dollars.

What Does This Week's FTC Hearing Mean For The Future Of Native Advertising?
Does this hearing signal that native advertising is now coming of age as a mature marketing practice?

3 Ways Responsive Design Can Benefit Your Blog
Are more of your blog visitors coming from a mobile device instead of a desktop computer

Facebook Takes on Snapchat With Instagram Messaging Service
Today its prize 2012 acquisition, Instagram, announced that its launching its own take on a messaging service.

Google Sets New Viewability Standard For Web Ads
Google is looking to set the tone when it comes to making sure real people can actually see ads served on the Web.

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