Digital marketing & Communications

“Disrupting.”

To quote the infallible wisdom of Fezzig in The Princess Bride, “You keeping using that word. I do not think means what you think it means.”

Mobile search is not “disrupting” web search, it's merely segmenting it.

I'm sure you, like me, use your smartphone or tablet to check email and surf the web. But I'll bet when you're using it for search, you're doing quick stuff like finding the phone number of the Chinese restaurant around the corner, checking movie times, and looking up the name of the guy that played Fezzig in The Princess Bride. What you're not doing is researching new cars, planning vacations or buying enterprise software. That's stuff you save for your computer.

So, not surprisingly, all those CPC ads out there automatically running on mobile devices as well as standard search aren't getting the clicks on the phone that they are on the computer, but that's not any more “disrupting” than an arthritis drug ad that gets no sales when running on Nickelodeon.

The lesson from this study isn't be “mobile search is making the world topsy turvy”, it's that mobile is a medium just like broadcast and print are media. Advertisers need to target accordingly.

The future is all in the Data.

Great article from Forbes about ways in which data will inform HR and so talent management in the future.  The example he uses is 'sales'

this article examines the scientific evidence that provides information which allows marketers to capatilize on the outcomes of human behaviour and how by understanding how the human mind works, marketers can create efective marketing communications. It is very important to be able to understand how people relate to marketing communications and  in what way it has an impact on them , it is important to understnad how these effects of amrketing are percieved through the eyes of human beings and how different marketing channels can lead to different perceptions and outcomes.

Good article to help you build a plan for your content marketing.  

Who - What - Where - Why

Content marketing isn't for the faint at heart ;)

Great article if working from the ground up with a company

Because users behave differently depending on the social media platform they’re using, news travels in different pulses depending on what the news is and where it is traveling.

This is very true. But it's certainly helping the success of great sites like Scoop.it, so not all bad news!

add your insight...

4 different ways to get your Social Media ROI, from direct calculation to relative estimation.

The new Google touchscreen laptop has software, apps and content held in the cloud... Cloud Marketing... in case you doubted that it's coming...

Have you seen evidence for this yourself?

This is a challenge and an opportunity for organizations globally. However, there are still people who are not able to afford these seemingly ubiquitous tools. How can we provide the world with equal access to information?

Do people deserve the right to access? or is this something that they should own?

Getting your 'voice' right when socially engaging is exactly the same as the medias' knowing your audience skills. Yes, it's difficult, when speaking to a wide community (B2C) to hit the right note for all. But if you do, the news is going to spread further and be accessed by more.

This is why putting resources into training professionals and organisations to think about how they use social media (and other outlets) is absolutely key. 

In our training for health professionals we often use the phrase "Think of it this way: The social media community and media audiences are your patients - 'en masse'. You can get messages out using these channels quickly and across a very broad reach. This is where your patients, your audience for engagement are. You need to be here too."