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Targeted Stories Rock Buyer Emotions Longer and For Less BUT Always Include Examples

Targeted Stories Rock Buyer Emotions Longer and For Less BUT Always Include Examples | Marketing Revolution | Scoop.it

"If you’re only developing content with consumption in mind, you’re missing a huge opportunity to keep momentum going as prospective buyers move through the buying cycle."

 

How often have you repeated a "good story" you heard? Now compare this to how often you forward something you read as "content about a product or service". Content is over rated in the marketing world, however, if you wrap solid information about how to "use your products and services within the power of story to satisfy the customers needs", the odds go up it will resonate and be shared.

 

Read on for Karen Dietz's ideas around this article.

 

I've said this before -- biz storytelling is about engagement, not simply broadcasting messages. This is the first article I've found that actually tries to break down the different types of conversations you want your biz stories to spark or serve.

 

I disagree with the distinction between dialogue and conversation. I think a better distinction to make is between messaging and conversation. And stories are often shared within a conversation. Conversations are not necessarily storytelling. So that is my nit-pick for today.

 

I really wish the author, Stephanie Tilton, would have included examples for each type of conversation mentioned. She tries to explain the different conversations but I need examples this morning in order to get ideas for how to apply her advice. Or maybe I'm just too tired this morning!

 

So there are 2 lessons here -- 1) target your storytelling to the conversations you want to promote and help along; and 2) make sure when you write content you give examples so you don't make it so hard for your readers to apply your insights.

 

I also really like the point the author makes about shifting from talking to listening, and shifting to serial storytelling in your business. OK -- I'm heading into the kitchen for some more coffee!

 

Full article:

http://www.mpdailyfix.com/is-your-content-sourcing-conversations-b2b-forum-coverage/


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Content Marketing Success Requires Great Quads: The Content Strategy Quad [graphic]

Content Marketing Success Requires Great Quads: The Content Strategy Quad [graphic] | Marketing Revolution | Scoop.it

What It All Means

At the center is the core content strategy, the central idea for using content to achieve an organization's business goals. To achieve that strategy most effectively, we look at four closely related components (the four areas of the quad):

Marty Note
I like graphics that make complex ideas easy to understand and share with others. Great scoop here by Digital Asset Man.  


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Red Bull - Takes YouTube Into Outer Space [video]

Red Bull - Takes YouTube Into Outer Space [video] | Marketing Revolution | Scoop.it

Experience the world of Red Bull like you have never seen it before. With the best action sports clips on the web and YouTube exclusive series, prepare for your "stoke factor" to be at an all time high.

Marty Note
While it is true that all brands are publishers now it is also true that we are all about to be TV stations too. Red Bull, fresh off the triumph of the space drop, shows how to do a YouTuble channel the right way. I wish they were less stingy, but I can understand why they aren't sharing their CGI version of the space drop. IT IS AMAZING. Red Bull gets it and they are showing what YouTube can be with imagination, a few million bucks and a cool idea or two or three. Well done.  

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Why Spotify Is A Social Network And What That Means For Internet Marketers

Why Spotify Is A Social Network And What That Means For Internet Marketers | Marketing Revolution | Scoop.it

Marty Note
Last week I scooped a post about Spotify being a social network. Such an easy and important truth wasn't hard to miss. Several friends told me they thought of Spotify as where they listened to their music with little thought to its Internet marketing potential. That would be a mistake as Amanda Gagnon points out. Her post is linked off of my riff on top of her idea. 

The other realization reading Amanda's article and writing this piece helped bring up is EVERYTHING IS A SOCIAL NET NOW. If you are even trying to have one sided conversations somewhere still good luck with that. Everything, every tool and piece of content, forms or doesn't form a social net. Social is the name of the game. Social is everything. 

What about money? Sure money transfer happens, but only if you are doing other things well. Do you give money to websites you don't know or trust? Neither do I or anyone else. It is too easy to form an informed opinion. It is too easy to give everything and everyone the "like me" test. 

Dangers of the echo-chamber we may be creating we can discuss at another time. Today is dedicated to the glory of the social nets that are all around you at all times influencing everything. 

 

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John van den Brink's comment, October 21, 2012 11:28 AM
Great posts Martin! Thanks
Rescooped by Martin (Marty) Smith from MARKETING & BUSINESS HIGHLIGHTS (bilingual)
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100 Ideas That Changed Marketing Free Ebook From HubSpot

100 Ideas That Changed Marketing Free Ebook From HubSpot | Marketing Revolution | Scoop.it
Download @HubSpot's 100 Ideas That Changed Marketing and discover the biggest concepts that have shaped this industry. (RT @Evgeny_Chernykh: 100 идей, кот.


Marty Note
Not sure I agree with A/B testing being the #1 thing that has changed marketing, but it is helpful to look across a list like this to see the sweep, the pure scope, of the changes we've taken in, are processing and hope to understand some day (lol).  For many years nothing changed and then everything did and that is the way it goes sometimes :).  


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The Gang of Four: Google, Amazon, Facebook, Linkedin & Others Form Lobby

The Gang of Four: Google, Amazon, Facebook, Linkedin & Others Form Lobby | Marketing Revolution | Scoop.it

Pitching itself as the first trade alliance to represent the concerns of the online economy, the Internet Association lobbying group was formed on Wednesday.

Marty Note
When do you know your industry is well past its tipping point? When collectives form. When lobbying starts. Granted this is the way the game is played, but a sad state of affairs anyway. Soon we will sit on the ground and discuss the death of kings. Soon the wild days when you and a friend could lock yourselves in a basement and WIN BIG will be all but gone. The high ground will be patrolled and controlled by the big hugs. Traffic will be hard to come by except for one revolutionary idea....

MOBILE

Now THAT is a disruptive idea :).

See non-disruptive idea at this year's National Advertisers Conference here : http://www.scoop.it/t/solomo-revolution/p/2963662451/advertising-in-search-of-big-disruptive-ideas-duh-nyt-marty-note

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Best Practices for Video in Demand Generation Campaigns

Best Practices for Video in Demand Generation Campaigns | Marketing Revolution | Scoop.it

Best Practices for Including Video in Demand Generation Campaigns from MagnetVideo.

Marty Note
Excellent article from David Rose at MagnetVideo.com.

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Q Are Books Going to Become an Endangered Species? A: Yes [Infographic]

Q Are Books Going to Become an Endangered Species? A: Yes [Infographic] | Marketing Revolution | Scoop.it

Nooks, Kindles, iPads…oh my! Whatever happened to paperback and hardbacks?! According to one source, people who own e-readers are reading more than they might otherwise, as reflected in rising e-book sales. As a result, e-reader sales continue to increase. Could e-books eventually make good old fashioned books obsolete? Probably not. One reason? For now, only 20% of e-reader owners say that the e-content they want is always available. But the number of people using e-readers is growing. Learn more about the habits of those who feel the need to e-read.

Marty Note
I think we can count on books going the way of newspapers. The cost of putting print to paper is so much greater than digital creation that it is inevitable eBooks will win larger and larger shares because the price will be right for both consumers and producers.


I've noticed that anything in my life that requires physical curation such as my music collection, my book collection or my painting collection I am less interested in these days.
The problem with curating physical things instead of bits and bytes is physical things take up spaces, are hard to move and create clutter.


Moving my books and music online frees up that place in my brain that was dedicated to consumption for the sake of building a collection. The old hunter / gatherer dies hard, but that psyche is dying. 

So yes, books will go the way of newspapers. 


Via Brian Yanish - MarketingHits.com, William Machado
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Martin (Marty) Smith's comment, October 8, 2012 11:56 AM
Thanks for this excellent article William and great scoops. Marty
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SoLoMo (Social, Local and Mobile) Becomes Advertising Week

SoLoMo (Social, Local and Mobile) Becomes Advertising Week | Marketing Revolution | Scoop.it
Each year, Advertising Week in New York becomes more fundamentally about the role of digital, mobile and social media in selling goods and services.


Marty Note
Agencies get involved when THERE IS NO CHOICE to maintain the old good days when "media buying" tossed mounds of cash their way. Welcome to the rodeo Madison Ave.  We will know they have really gotten the idea shen Advertising Week is a thing of the past. 

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Demand Better Curation [Video]

Demand Better Curation [Video] | Marketing Revolution | Scoop.it

I'm really scared for m...

Marty Note
Not going to spoil this very good read From Chris DeLine except to say his concerns about his generation are shared across many generations. My generation knew a different way, so perhaps we are less likely to become the kind of zombies Chris describes (maybe :). 

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A Clever Guide to Not Failing Miserably on Instagram [VIDEO]

A Clever Guide to Not Failing Miserably on Instagram [VIDEO] | Marketing Revolution | Scoop.it

If Facebook is Lucky Charms, Instagram is just the colorful marshmallows.

Marty Note
Need this as I am an Instagram newbie. Anyone have other suggestions to understand Instagram please share.  

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Rescooped by Martin (Marty) Smith from Internet Marketing & Social Media
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SEO Isn't What You Think It Is Or What It Used To Be

SEO Isn't What You Think It Is Or What It Used To Be | Marketing Revolution | Scoop.it

Your site must appeal to people.

 

From the original article on FastCompany: "Both the Panda and Penguin updates contained very clear messages for marketers: stop focusing on technology and tricks and start focusing on people. If your website appeals to people, it will appeal to Google's algorithms too.

 

But the Panda and Penguin messages go deeper. With them, the search engines are openly acknowledging that a website isn't the only place on the Web that a brand needs to maintain a strong presence.

 

The interactive exchanges that people have with each other and with the brand--online--are happening in the social media channel, and the search engines are placing an increasing importance on how these conversations influence their views on brands and how their websites should rank.

 

This means that a brand can no longer rely on a well-optimized website to earn Google's attention.

 

A brand must be a conversationalist, going where the people are and engaging them in discussion, and by doing that earn a wonderful reputation.

 

Smart brands are doing this by fully leveraging each social channels particular properties".

 

Full article here: http://www.fastcompany.com/3000283/seo-isnt-what-you-think-it ;

 

Marty Note
This is why I wrote The Best SEO Is No SEO (http://scenttrail.blogspot.com/2012/04/best-seo-is-no-seo.html ;) and Storytelling Panda's Secret SEO Implication (http://www.atlanticbt.com/blog/storytelling-pandas-secret-implication/ ;).  

 

 


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Cool, New Ecommerce Flash Surveys From FOM [Friends of Marty]

Cool, New Ecommerce Flash Surveys From FOM [Friends of Marty] | Marketing Revolution | Scoop.it
Original content about Ecommerce built from Spring Metric's Flash Survey results...


Marty Note
Told my friends at Spring Metrics about Scoop.it in a meeting today. I complained that I love their email flash surveys but tend to not have the results when needed. Flash surveys are quick one question surveys about ecommerce issues. It takes less than a minute to complete a "flash survey" and in a few days the Spring Metrics team produces a great report about how Internet marketers think on an important issue.

I love these surveys and told the Spring Metrics team they should include them on Scoop.it. Almost before I got home here they are, great job to Spring Metrics' smart team. Follow them here, check out their Smart Coupon feature and sign up for their "Flash Surveys":

http://www.SpringMetrics.com


Signup for Flash Surveys here I think: http://www.springmetrics.com/demo.html


http://www.scoop.it/t/ecommerce-flash-surveys = on Scoopit


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Spring Metrics's comment, September 26, 2012 9:42 PM
To Sign up for the Flash surveys, go to any of the existing surveys, and there is a form at the bottom. So, for example, there is one on the bottom here: http://www.springmetrics.com/resources/fs-006-Tablets.html
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19 Conversion Improvements To Make Before 12.25 [+ 12 From Marty]

19 Conversion Improvements To Make Before 12.25 [+ 12 From Marty] | Marketing Revolution | Scoop.it

The single most important component of your web-based business is your website's conversion rate. What is a conversion?

Marty Note
This is an important list of common ways to increase conversion. I might move cart work up to #2 or #3, but I can understand why the author has it lower down. Shopping carts are painful to change. Touch your shopping cart now and you are NUTS since the biggest deadline we all have is around the corner (12.25).

Here are some quick fix conversion additions I would make after $30M in online sales over seven years:

* Free Shipping All Orders, All Shipments (don't fight it). 
* Better Email Marketing (see http://www.bronto.com tips). 
* Better email tool (Bronto is best). 
* FASTER website (Offload images/video to Akami or similar).

* More SOCIAL (Facebook LIKES, G+ and Twitter everywhere). 

* More SOCIAL (bring my friends into my shopping experience). 
* REVIEWS - (critical for ecomm and must have some bad). 

* Review the Reviewer - (makes reviews trusted).  
* Coordinate social, email, catalog and website (always friction). 
* Keywords In Navigation, Titles and H1 (can always be better).

* Breadcrumbs (great spider food).

* Merchandise and simplify internal search (big bucks here).


Pick any 3 from the list above and your website's sales will increase before this Christmas. Do them all before Christmas and I owe you lunch for a week (lol). 

Good luck. Try to get some sleep between now and Valentine's Day :).  

 

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Secrets of a Can’t Miss Content Calendar

Secrets of a Can’t Miss Content Calendar | Marketing Revolution | Scoop.it

Writing content is all about deadlines, whether you're a reporter, a blogger, or a marketer.

Marty Note
Deadlines are magical online. Deadlines get people to move and deadlines WORK, but being on the other side of deadlines sucks (lol). The key to not jumping off the roof is having a plan and a solid way to keep track of what goes where by when and who is writing it (or mashing it up). I suck at this frankly. I need a keeper, someone more gifted at this kind of detail work than me, so I keep an eye out for cool tools and ways to overcome a weakness. Will give this content calendar a try.

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How To Become a Thought Leader Using Scoopit

How To Become a Thought Leader Using Scoopit | Marketing Revolution | Scoop.it
Ayantek, a full-service digital marketing firm offering innovative web, mobile, search, and social media solutions to some of New England\'s largest companies, has a vision that probably sounds pretty familiar to most marketing agencies.


Marty Note
Cool example of how Scoop.it can organize, present and "hub" digital assets to increase authority and thought leadership.

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5 Principles Of B2B Lead Generation [Infographic]

5 Principles Of B2B Lead Generation [Infographic] | Marketing Revolution | Scoop.it

The B2B Lead Generation Manifesto

#1. Thou Shalt Create Valuable Content

#2. Thou Shalt Optimize Your Lead Gen Pages

#3. Thou Shalt Market After the Conversion

#4 – Thou Shalt Embrace the Mobile Market

#5. Thou Shalt Nurture Your Leads        

 

Follow these 5 principles and you’ll start seeing an improvement in your B2B lead generation conversion rates. 

 

Source. http://bit.ly/RDm90Z


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Tell Stories Sure To Stand Out In A Digital Age?

Tell Stories Sure To Stand Out In A Digital Age? | Marketing Revolution | Scoop.it

"So, how do you tell a story in the digital age that stands out, captures people’s attention and gets them to act, engage with your institution? My favourite story for quite some time now and one I’ve been showing in workshops around the world is the story of the Troy public library."


Ok -- the author here isn't writing anything revolutionary. So you can skim the text. But watch the 2.5 minute video! It's the reason I selected this piece.

 

The video is brilliant -- and a perfect example of how story triggers can make a difference in social causes and social cause marketing.

 

The video is about a library. It is controversial. Now I am a big fan of libraries so I was rooting for it (my personal bias). And the video itself is a really good example of a digital story.

 

I say 'story triggers' because the library used story elements and metaphors that sparked stories within the viewer's/reader's brains. The library did not actually tell a full-blown story yet the public reaction was immediate and powerful.

 

Go watch the video! Then share what you think.

 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it ;

Marty Note
I am writing about how, starting now, my most important audit of an e-commerce site is not SEO but the answer to a simple question. What is the story? The story is where engagement lives. Stories are where community thrives. The story is the thing.


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Using Your Customers Voice To Drive SEO Insight

Using Your Customers Voice To Drive SEO Insight | Marketing Revolution | Scoop.it
This blog by James Gurd (Digital Juggler) looks at how voice-of-customer programs can support SEO by helping answer why customers take certain actions.
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Cool Qick ScentTrails - Save The World Edition

Cool Qick ScentTrails - Save The World Edition | Marketing Revolution | Scoop.it

This Week's mid-week ScentTrail summary features a couple of power scoopers (@LizWilson2 and @maxOz), an inspirational Raleigh entrepreneur banding together to save the world and the coolest pink trash can I've ever seen (and will own soon) asking that we kick cancer to the curb (where it belongs :).

Together we cure cancer, save the world and rock the house.

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How to Write Content That Converts and "Conversion" Is Not Synonymous With Selling

How to Write Content That Converts and "Conversion" Is Not Synonymous With Selling | Marketing Revolution | Scoop.it
Why in the world would you spend time writing content if it's not going to help you sell anything and make money? The answer is, in order to make a sale, you must create content that doesn't make a sale.

 

Convert Doesn’t Have to Mean Sell

 

That probably sounds like Internet marketing blasphemy. Why in the world would you spend time writing content if it’s not going to help you sell anything and make money?


The answer is, in order to make a sale, you must create content that doesn’t make a sale.


Marty Note
Great point by Level343. "Conversion" can mean a host of things from increased engagement expressed in better website heuristic measures such as time on site or joining a mailing list or picking up a follow on social nets. Making a sale is the LAST thing that happens.

No one buys from people they don't know or trust. Developing any relationship takes time and many "mini-conversions" before the macros conversion of trust and confidence exchanged in the form of money.

Money is a meaningful scorecard, a report card on how well you and your company are doing all the other things necessary to creat relationships.


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Twitter Founder And Square CEO Jack Dorsey Discusses Future of Money on SquawkBox [Video]

Twitter Founder And Square CEO Jack Dorsey Discusses Future of Money on SquawkBox [Video] | Marketing Revolution | Scoop.it
Jack Dorsey, Square co-founder & CEO, and Twitter creator, discusses Twitter reaction to last night's presidential debate, and the impact of mobile payments going mainstream.


Marty Note
This is an important interview. Watch past the gushing over Twitter for the insightful mission Dorsey has created for Square. Square is a revolution in POS (Point of Sale) bringing POS to the masses. I keep wondering why some large bank isn't matching Square.

This interview answers why banks aren't coming in because you have to think like an Internet marketer to see the POS opportunity. Dorsey discusses the death of money and how that sea change means every service provider must be able to accept credit cards.

When we started Found Objects and FoundObjects.com in 1999 no bank wanted to help us accept credit cards. Banks don't think like Internet marketers. Once an IMer like Dorsey sees a vastly greater over, what is to be gained, against a much smaller under, what could be lost, he moves. More than moving rapidly against an opening opportunity, Dorsey shows the MISSION motivation that drives a soon to be billionaire.

Dorsey could care less that Square is already valued at $3.2B or that they've done 8B in transactions. He cares about the mission. Banks take note. It ain't about the money all the time. Sometimes you do things because it is the right thing to do. In an Internet enabled economy doing the right thing is the right thing to do and being in it for the money all the time just makes you look greedy, out of step and stupid.

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ComScore & USA Today Attempt To Make Banner Ads Matter With New Partnership & Tool

ComScore & USA Today Attempt To Make Banner Ads Matter With New Partnership & Tool | Marketing Revolution | Scoop.it

Marty Note
Banner ads don't matter. Consumers have learned to ignore the top and side banner placements. The rectangular placement inside the content does better, but only slightly. comScore has been a champion of banner ads for brand reach for some time. USA Today just redesigned their site and are trying to make ads count.

The first step to making ads count is valid impression counts. This press release discusses how they plan to know exactly how many impressions an ad received. The next step is more sophisticated ad serving. Ads can be programmed to be highly dynamic. Visitors who've already seen and NOT RESPONDED to Ad A see Ad B.

Ad serving can help tune the ad zones toward conversion. No matter how sophisticated the ad serving tool great campaigns are the fuel of conversion, the missing link to make banner ads matter. Interesting to wonder what implications social has (read Laurens ten Hagen's Is Content Marketing the New Advertising on Curation Revolution http://www.scoop.it/t/curation-revolution/p/2865517443/q-is-content-marketing-the-new-advertising-a-yes-infographic ) for banner ads. Could you increase conversions with smart social sharing of ads? X number of your friends clicked on this ad?

This "social advertising" seems to be the real Facebook promise. When we know what our pack of friends thinks about anything online immediatlely soical media markreting won't have a ROI debate. I applaud USA Today and comScore's partnership and test. If they are successful at making banner ads mean something it will be good for Internet marketing. I suspect banner ads will only be a part of an emerging "market making" solution that includes social, content marketing and video to name just a few of the trends we are seeing.


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The Social Web Is Creating Its Own Constellation of Stars

The Social Web Is Creating Its Own Constellation of Stars | Marketing Revolution | Scoop.it
The Web is creating its own constellation of starsContra Costa TimesSocial media have made it easier than ever to catapult from obscurity to prominence.


Marty Note
Interesting article about the new DIY stars. These are "ordinary people" who've used social media to create substantial followings following some basic guidelines (described in the article). The death of gatekeepers means a new democracy of celebrity can exist, thrive and reward a new generation of entrepreneurs.

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Multi Channel & Ecommerce Top 100 Movers & Shakers & Great Tease

Multi Channel & Ecommerce Top 100 Movers & Shakers & Great Tease | Marketing Revolution | Scoop.it

K3 Retail Business Solutions, are the UK's largest supplier of Microsoft Dynamics systems. We offer leading retail solutions; including award winning multi channel and EPOS modules and systems.

Marty Note
So much of what we Internet marketers do these days is like fishing. Ever seen how you tease a swordfish into a frenzy? Someone in a fast boat trails a bright colored streamer just in front of the swordfish. Fish goes crazy and is ready to strike a piece of wood (lol).

This is a great pre-release tease. The landing page is beautiful, focused and clean. There is enough information you want the report and don't feel like you've been baited and switched (a dnager in this kind of "tease marketing"). Kudos to K3 retial. Both the report and the tease rock.

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