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Public Relations & Social Media Insight
Social media, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Where Interactive Marketing is Going

Where Interactive Marketing is Going | Public Relations & Social Media Insight | Scoop.it

Interactive marketing has proven itself to be one of the most disruptive and powerful marketing approaches of the past few decades, managing to turn centuries-old and established media and agency models completely upside down, and showing an ability to grow digital properties into some of the largest businesses in the globe. Currently, interactive marketing makes up for 15% of all advertising spending in the world....

Jeff Domansky's insight:

Here's where the industry is going...

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A six step guide to using Twitter for competitor analysis

A six step guide to using Twitter for competitor analysis | Public Relations & Social Media Insight | Scoop.it

Competitive analysis is an excellent way for businesses to map out their fledgling social strategy or give existing social channels a shot in the arm.


After all it pays to learn from the best and the beauty of social is that a huge amount of useful data is publicly available.


It does take time and a bit of skill to mine that data, but luckily there are a number of free tools available to automate at least part of the process.


To this end, I’ve come up with a six stage plan that will at least get your business on the road to completing a competitor analysis on Twitter, which will help to identify the influencers within your industry and the type of content that drives relevant conversations....

Jeff Domansky's insight:

Here's a simple blueprint for competitive intelligence using Twitter.

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The Difference Between Social Media and Advertising - Broadsuite

The Difference Between Social Media and Advertising - Broadsuite | Public Relations & Social Media Insight | Scoop.it

Social_Spam_Advertising: Buy From Me!!!


It feels like everyone in the social universe has something for sale. Attend my Twitter Chat Subscribe to my blogPurchase my bookLike my Facebook page


While I am certain (certainly cynical) that every one of these chats , blogs, books, and pages are the single most informative, game changing, and perhaps life altering ways that a person could spend their time, I am beginning to question when Social Media platforms turned into other more intrusive marketing methods?


May I ask… when is it appropriate to revisit the rules of professional selling or perhaps just civility?...

Jeff Domansky's insight:

Since when did we agree to let social media morph into spamvertizing? Dan Newman takes a hard look at the practice of spam and hard selling in social media and how to approach social media in a way that builds value and trust. Good read. 9/10

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Alison D. Gilbert's curator insight, October 31, 2013 8:36 PM

Many laymen don't know the difference. But there is a world of difference between social media and advertising.

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10 Brand Tactics For Your 2014 Marketing Plans - Heidi Cohen

10 Brand Tactics For Your 2014 Marketing Plans - Heidi Cohen | Public Relations & Social Media Insight | Scoop.it

Branding positions your offering in your customer’s mind. A strong brand is simultaneously unique, relevant and consistently used. This is more than just empty marketing-speak. It’s an important success factor that delivers real value to your business’s bottom line.


The total value of the BrandZ™ Top 100 Most Valuable Global Brands grew 7% to $2.6 trillion in 2013,and 77% since 2006, according to Millward Brown. This includes overcoming setbacks experienced during the recent recession. The fastest growing brand markets were China, Russia, India and Africa. Over the past 8 years, this portfolio of public companies’ brands increased 58%, more than twice the improvement of the S&P 500’s market value of 23% during that same period....

Jeff Domansky's insight:

Does your 2014 marketing plan support your brand & your business? Heidi Cohen offers 10 brand tactics based on Millward Brown Brand Z Top 100 Most Valuable Global Brands report.

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TV Everywhere Is Exploding In The US

TV Everywhere Is Exploding In The US | Public Relations & Social Media Insight | Scoop.it

TV And Cable Networks Are Increasing Their TV Everywhere Offerings (IHS)


Research firm IHS recently surveyed the current state of TV everywhere at the four major US TV Networks as well as at their premium cable network subsidiaries. IHS found that NBCUniversal is leading the pack in providing consumers access to TV content on smartphones and tablets, with 15 of its 18 channels having a TV Everywhere feature.


IHS also found that TV Everywhere is starting to expand beyond simply iOS and Android smartphones and tablets. High-growth platforms include Smart and connected TVs as well as video game consoles like Xbox....

Jeff Domansky's insight:

TV Everywhere is growing like topsy and that means opportunities for marketers.

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Customer Personas 101: The Competitive Persona

Customer Personas 101: The Competitive Persona | Public Relations & Social Media Insight | Scoop.it

In his landmark book How To Win Friends And Influence People, published in 1936, Dale Carnegie used fishing as a metaphor for persuading people to take the action you want them to. He mentioned that he loved strawberries and cream, but that fish prefer worms.


He didn’t try to catch fish with strawberries and cream, he didn’t call the fish stupid because they preferred worms, he simply used worms when he went fishing.


When you and I are trying to “catch” customers, if we are going to be successful, we won’t try to lure them with what we want, we’ll attract them with the “bait” they want, that they find appealing. What appeals to us in this situation is irrelevant.


Accurately developed customer personas will help you “lure” more prospects into buying your product, if you use them properly in your marketing. By tailoring your message specifically to the persona, you can powerfully use one of the most effective copywriting techniques available – writing to “an audience of one”....

Jeff Domansky's insight:

In this new series, Fernando Florez talks about how to leverage the power of customer personas to increase your conversion rates in his first post, the Competitive Persona..


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Jared Hill's curator insight, October 24, 2013 2:32 PM

Great insight of how people are and how to deal with them.

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3 Steps For Using Big Data To Drive Faster Marketing Growth

3 Steps For Using Big Data To Drive Faster Marketing Growth | Public Relations & Social Media Insight | Scoop.it
Insights from big marketing data can be leveraged to create compelling experiences tailored to individual behaviors and preferences. By accurately processing and "actioning" big data, marketers can customize individual messages at remarkable scale.By taking the time to leverage your company's existing big data assets and following three simple steps, you can deliver personalized marketing that can grow sales this year...
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Amelia Brazell's curator insight, October 21, 2013 11:30 AM

Does the thought of big data send you into overwhelm?   Why not take adavantage of big data to move your buisness forward? This article provides insight on how to do that.  

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Creating Marketing Messages that Resonate #FutureM

This was marketing brilliance this morning — and we hadn't even rolled up to the FutureM Boston conference yet. There they were, two awesome young musicians, a violinist and a cellist, banging out tunes so crisp, so beautiful, that even the smartphone and tablet-obsessed morning Boston commuters gave a look. One commuter even approached the duo in between songs and asked if they do weddings.


Just Play Your Music

We asked the musicians if this was some sort of social experiment — similar to what the Washington Post did. The Post won a Pulitzer after it disguised violinist virtuoso Joshua Bell in a subway station and took note of the ways people noticed — or ignored — his brilliant playing....

Jeff Domansky's insight:

Brilliant marketing advice In this post is captured beautifully in this phrase: "Just play your music."

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7 Terrific Time Saving Social Media Automation Tools that you have to use! - RazorSocial

7 Terrific Time Saving Social Media Automation Tools that you have to use! - RazorSocial | Public Relations & Social Media Insight | Scoop.it
Social Media Automation is essential. Here are 7 fantastic social media automation tools that you should be using.


Social Media Marketing is also so frustrating.  There is no end to it. You never feel you have done enough. But there is light at the end of the tunnel.


The social media tools are maturing and getting more useful and there is more automation that is available. Here are 7 time saving social media automation tools:

Jeff Domansky's insight:

Ian Cleary shares useful, time-saving social media tools.

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The Blurred Line Between PR and Marketing

The Blurred Line Between PR and Marketing | Public Relations & Social Media Insight | Scoop.it

The growing similarities in tools used for Public Relations and Marketing raise questions of how the two are different anymore. Is SEO PR or Marketing.


While inbound marketing is something that some accept and some don’t, it would be superfluous to argue that marketing hasn’t evolved in the last couple of decades with ‘inbound’ as simply a new version. The same can be said for public relations and the methods and channels it uses.


Modern marketing tools such SEO, social media or blogs can all be used in either a PR or marketing way. Search engine optimization establishes what the perceived image and related topics of a company can be; so it’s an image builder while also directing precise traffic to a place of accurate results. A simple Facebook post can introduce a new product/ service or it can establish a company opinion. Blogs can be informative in either a marketing tone of “here’s what we offer” or a PR angle of “why this product is good for consumers”.


Technology. That’s why I (and likely you by now) have questioned where the line is drawn between PR and marketing. It’s all about the tools used. We may have a similar message to share, but we are looking for different results. How we get those results will overlap, but it’s how we interpret and analyze that information that defines the difference between public relations and marketing....

Jeff Domansky's insight:

Time to stop worrying about definitions and start concentrating on results whether it's PR or marketing.

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Bernadette Chin Lee's curator insight, October 14, 2013 2:12 PM

Once we all have the same goal in mind...

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No More Generalists in Marketing

No More Generalists in Marketing | Public Relations & Social Media Insight | Scoop.it

In the online world, rapidly becoming the only world that matters to many of us, specialists rule the day...


Strangely (or not) entire cultures have grown up around the type of people who are Facebook users verses Twitter users, texters versus people who use voicemail. (I have a friend who says on his voice mail that he never responds to voicemail.)


VCulture is driving marketing because the mass in mass marketing is going away. That's not news, but what is replacing it, is. We're going from mass marketing to communicating among micro cultures.


A fable: Recently I needed glasses. I decided to try Warby Parker, an online purveyor of glasses with a certain look to their website, a certain flavor to their images, a certain culture. For every pair of glasses a customer purchases, they donate a pair, after the one-for-one Tom's Shoes model. There exists an entire culture-class of glasses buyers who want style, a good price, and to feel like they've done something good. The culture of Warby Parker is as distinct from Lenscrafters as Four Barrel Coffee is from Starbucks....

Jeff Domansky's insight:

We've moved! Mass Communication no longer works. It's micro-cultures that count most.

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Ali Anani's curator insight, October 13, 2013 12:17 AM

This posts resonates with me. I am calling it Clusterized Marketing or Groups Marketing.

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The Only Two Things Customers Will Buy - Improve Your Small Business Marketing

The Only Two Things Customers Will Buy - Improve Your Small Business Marketing | Public Relations & Social Media Insight | Scoop.it

Small business marketing begins with compelling desires. People buy for two reasons. They are trying to eliminate pain points or they are trying to reach a compelling desire. If your small business marketing doesn’t focus on how your service helps them address one of those two issues, you’re just rolling the dice.


Creating effective marketing, which I define as marketing that delivers sales, requires you to have an understanding of your service and your customers. First consider your offering and determine its key benefits. Don’t confuse features and benefits here (read more), benefits are what your customers buy, features describe the service. Think of it in these terms: features “so that” benefits....

Jeff Domansky's insight:

Great explanation of selling benefits Instead of features as well as tips on how to improve your small business marketing.

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nicole ferrara's curator insight, October 13, 2013 5:20 PM

In understanding the marketing small businesses must employ, we have to consider the accessibility consumers have to digital marketing today. Consumers have unlimited ability to find a small-business' marketing, so it needs to be consistent and on-point, never wavering from the core messaging.

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Viral Marketing Campaigns: Seven of the Best in Small Business

Viral Marketing Campaigns: Seven of the Best in Small Business | Public Relations & Social Media Insight | Scoop.it

Creating viral marketing campaigns isn't easy, but seeing others that have succeeded helps. These are some of the best viral ads from small businesses.


Many small businesses who have enjoyed the excitement of a viral marketing campaign will actually tell you that, although they wish they had been clever enough to plan it, it was an accident. There are certainly things you can do to try and create viral marketing campaigns, but these methods never offer any guarantees.


As a small business owner trying to create the next big thing, it’s important to look at examples of successful viral marketing campaigns to see what you can learn. Then give it a try yourself, see what happens – and then try, try again if necessary....

Jeff Domansky's insight:

Great lessons to help you possibly go viral with your next marketing campaigs.

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Sophie Portet's curator insight, September 24, 2014 12:19 AM

What all businesses desire.. a viral marketing campaign. Here are some great examples from some well known small companies.

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Americans’ media consumption to soar in 2015 | KurzweilAI

Americans’ media consumption to soar in 2015 | KurzweilAI | Public Relations & Social Media Insight | Scoop.it

Just two statistics from this most recent technology and media research study......


-  By 2015, the data indicate that Americans will consume media for more than 1.7 trillion hours, an average of approximately 15.5 hours per person per day. The amount of media delivered will exceed 8.75 zettabytes annually, or 74 gigabytes — 9 DVDs worth — of data sent to the average consumer on an average day.


- Mobile messaging hours, which in 2012 accounted for approximately 9% of voice call hours, will double to over 18% of voice hours, a year over year growth rate of more than 27%....

Jeff Domansky's insight:

Valuable research formarketers

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6 Key Elements of an Effective Content Marketing Strategy

6 Key Elements of an Effective Content Marketing Strategy | Public Relations & Social Media Insight | Scoop.it

To create and deliver content that attracts and retains customers, you need a strategic framework for conceptualizing, designing, and scaling your content marketing efforts. Use these 6 key elements to guide your strategy....

Jeff Domansky's insight:

Kevin Cain shares six valuable strategies to guide you to creating real business value and content marketing success.

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Rakesh Raghuvanshi's curator insight, October 31, 2013 5:28 AM

if its relevant and not preachy it will get the right response , but the key is are you linked at the local leval and are you contextual 

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Friend, Follow, Like, Buy – How Social Media Impacts Shopping [INFOGRAPHIC]

Friend, Follow, Like, Buy – How Social Media Impacts Shopping [INFOGRAPHIC] | Public Relations & Social Media Insight | Scoop.it
Shares on social media create shoppers. But not all social shares are created equally.

Via Brian Yanish - MarketingHits.com
Jeff Domansky's insight:

Valuable insight into social media impact on shoppers. Many thanks to Brian Yanish for sharing.

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Brand loyalty programs: Are they effective ?

Brand loyalty programs: Are they effective ? | Public Relations & Social Media Insight | Scoop.it

According to the research survey, 62% of U.S. consumers join retail brand loyalty programs to get discounts but only 36% have received a reward or promotion from the program that actually made them come back to the brand. One reason might be the fact that, according to the survey results, 81% of brand loyalty program members don’t understand the benefits they’re supposed to get from the program or how the program works at all.


Brand loyalty programs can provide a lot of benefits to marketers but the more the program is customized for each customers needs the better chance of success.Loyalty is different for each customer. The key is to provide enough loyalty experiences that your best customers are appreciated. As we all know, the 80-20 rule holds true for most retail and restaurant businesses. Find those 20% and figure out what makes them loyal, get to know them. Acknowledge different customers by basing your loyalty program on services that you provide each time they visit. Give your customers something to work towards by offering a tiered program where the best customers receive more points per purchase in appreciation for their long-time support of your business....

Jeff Domansky's insight:

Research shows brand loyalty programs can still be effective is there well managed. Here's how.

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eBay Acquires Shutl, Races Amazon To Your Front Door

eBay Acquires Shutl, Races Amazon To Your Front Door | Public Relations & Social Media Insight | Scoop.it

As consumers grow more accustomed to speedy online deliveries, eBay is hoping to exceed consumer demand. To accomplish this, the auction giant just acquired Shutl, a marketplace that uses a network of couriers to deliver local goods on a same-day basis.


According to Devin Wenig, president of eBay Marketplaces, consumption on the auction network has shifted strongly toward local purchases, probably as a result of eBay Now, a service released last October that lets shoppers order products from local stores and receive them in as little as an hour.


“Today, approximately 75 percent of what people buy is local, found within 15 miles from their home,” said Wenig. “Traditional retail isn’t going away. But it is transforming, and that creates enormous opportunity within the $10 trillion total commerce market.”...

Jeff Domansky's insight:

Deep impact. Auction giant eBay is aiming for same-day shipping to win last-mile race in ecommerce.

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5 Consumer Trends to Watch | PROFITguide.com

5 Consumer Trends to Watch | PROFITguide.com | Public Relations & Social Media Insight | Scoop.it

The Business Development Bank of Canada (BDC) recently set out to learn what trends, if any, most define Canadian shoppers now. The result is a research report called Mapping Your Future Growth: Five Game-Changing Consumer Trends, which maps out the main forces driving buying behaviour, based on a survey of 1,023 Canadians in August of this year.


The report reveals a consumer base that is complex, highly educated and at times contradictory in its demands. “Consumers are different now,” Pierre Cléroux, BDC’s chief economist, tells PROFIT. “They attach value to different things.”Keen to know what, exactly, those values are? Read on....

Jeff Domansky's insight:

Expert opinion on what factors will drive buyer behaviour in 2014—and how you can capitalize...

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China Top 50 Brands - CMEX

China Top 50 Brands - CMEX | Public Relations & Social Media Insight | Scoop.it

Business leaders in much of world have sought for a long time to build local, regional and global brands that add significant value to their organizations. Today, in China, we see the same phenomena emerging as Chinese brands move from being local to regional to national and now to global entities.China’s people drive the change. Historically, the people of China generally have been savers rather than spenders. However, as the economy strengthens the Chinese are changing and causing the businesses they buy from to change too. Government policies and initiatives encourage the formerly conservative Chinese consumers to release some of their hard earned money and spend it on goods and services, driving GDP growth.


This slow but steady, and now very noticeable, transformation is affecting every business across China. Consumers are learning to buy more products and services for reasons other than price. They’re paying attention to brand....

Jeff Domansky's insight:

China Top 50 Brands is a fascinating look at evolving brand and consumer trends in China.

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7 ridiculously clever ways to advertise - Mainstreethost Blog

7 ridiculously clever ways to advertise - Mainstreethost Blog | Public Relations & Social Media Insight | Scoop.it

There are two kinds of advertisements: ads that blend in, and ads that captivate our attention. I’ll be taking this opportunity to focus on the latter category.


These are the head-turners that leave us with an unexpected smile. They’re the ads we don’t see every day, and the ones we applaud for their raw creativity and clever execution.


So take a gander at some of the best advertising methods I’ve come across, and add your thoughts at the end if I’ve missed anything noteworthy....

Jeff Domansky's insight:

Inspired advertising, great ideas and fun reading.

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Amplification: Content Marketing's Missing Piece | iAcquire

Amplification: Content Marketing's Missing Piece | iAcquire | Public Relations & Social Media Insight | Scoop.it

It doesn’t matter how great your content is if nobody ever finds out about it. This post walks through the ins and outs of crafting an effective amplification strategy.I’d like to propose a change to the droning, tired-out mantra of “Create great content.”


I’d like us to start saying, “Create – and promote – great content.”The “creation” part is getting all the fuss and hubbub right now, but what I see time and time again are great pieces softly plunked into the infinite space of the web by companies who are just hoping that somehow, somewhere, prince charming will find them and show them to the world...

Jeff Domansky's insight:

Without amplification and distribution your content is just a noise maker

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99 Ways to Market Your Art

99 Ways to Market Your Art | Public Relations & Social Media Insight | Scoop.it

You're an artist -- a writer, a musician, a drawer, a dancer. Maybe you're into doll sculpting, keepsake jewelry making, fashion photography, plein air pain....The problem is, learning to be a good marketer really is a matter of life or death to an artist. You simply can’t make money unless people are buying your products, coming to your shows and exhibits, or reading your work.


But — there is good news. You don’t have to spend the rest of your life hiding, boring but safe, behind protective glass. With the proper training, preparation, and official pro safety gear, you can learn not only to be a master marketer but also to actually relish the thrills of your commercial daring and death-defying, cash flow-generating feats....

Jeff Domansky's insight:

Lots of useful marketing tips for business of any size as well as artists.

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Competitive Advantage Redefined | Social Media Today

Competitive Advantage Redefined | Social Media Today | Public Relations & Social Media Insight | Scoop.it

As the industry’s fall conference schedule continues, those in attendance all seem to agree on one new reality: The definition of competitive advantage has changed. What advertisers, brands, marketers and tech innovators don’t agree on is how that advantage is achieved.


Some industry experts have replaced their dogged defense of a pre-set strategy with a more flexible course. Others have opted for a C-suite commitment to creating an agile social enterprise with an “always-on” listening and rapid response credo. Still others have developed a more hybrid solution that exists somewhere between a mission statement that is more consumer-centric but one without ample C+ leadership, budget or organization-wide execution. At the opposite extreme—which can lead to social intransigence— a C-suite paying “white knuckle” lip service to a loose customer listening strategy.


Thanks to social media, a new world order has taken charge. Brand ownership—indeed!—has changed hands to the consumer, creating a new competitive landscape wherein digital Darwinian “dis-order” (or as Brian Solis might say “disruption”) has turned the top-down corporate structure on its head. As a result, market share—even brand survival—depends now on organizational willingness to reverse engineer....

Jeff Domansky's insight:

This is one of those posts that will rock your traditional idea of branding and marketing. Candida McCollam explores how the definition of "competitive advantage" has changed forever thanks to social media. Best quote:

 "Well, to paraphrase Albert Einstein: 

If/when you expect change but resist changing your thinking, failure likely will follow."

9/10

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The Artist Formerly Known As The Marketing Funnel

The Artist Formerly Known As The Marketing Funnel | Public Relations & Social Media Insight | Scoop.it

The Egyptians had the pyramid. The Greeks had the circle. Prince had his funky love symbol. And marketers? Well, we have the funnel. The marketing funnel is probably the most iconic shape in marketing analytics....


It’s less about a downward-sloping filter and more of a forward-moving progression. It’s more customer-centric, rather than marketer-centric. And it encompasses not just the run up to an initial purchase, but also the ongoing relationship with customers, who may grow to become advocates and influencers.


Put another way: there’s more to the marriage than the wedding day. (Admittedly, there are exceptions to that adage, but what happens in Vegas stays in Vegas.)


I like the buyer’s journey much better than the funnel. It sounds more like karmic advancement and less like a frat party prop. As marketers, more than anyone, we can appreciate the power of positive language.


However, one advantage of the funnel was that it provided relatively well-defined stages to mark a buyer’s progression. That helped us match the right programs to the right people at the right time.So doodling one evening (as I’ve been known to do), I sketched the above staged flow of the buyer’s journey to blend the best of both models....

Jeff Domansky's insight:

Scott Brinker has the visual of the week LOL. It's also an interesting look at the former marketing funnel.

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