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Coca-Cola Falls Flat Tackling Obesity | PostAdvertising

Coca-Cola Falls Flat Tackling Obesity | PostAdvertising | What is Marketing Today ? | Scoop.it

...The first 90 seconds of the spot were fantastic. As a viewer, I learned some of the steps the nation’s leading beverage company is taking to provide us with healthier drinking options. It has more than 180 low- and no-calorie options, many of which have replaced higher-calorie offerings in school vending machines. It has created smaller, portion-controlled sizes as well as boldly stated the calorie count of each drink on its cans. It supports initiatives like the Boys & Girls Clubs that encourage kids and young adults to get active. These efforts have helped reduce the average calories per serving across the soda industry’s products in the United States by about 22 percent.

 

That’s a fantastic story, if it stopped there. If Coca-Cola had admitted that overconsumption of its higher-calorie beverages has led to greater numbers of obese individuals while emphasizing its efforts to offer healthier beverage options, portion control and transparency in calorie counts, I’d applaud it (though would wonder why its message warranted a 90-second spot). But it didn’t admit the truth, and the ad didn’t stop there.

 

At about the 90-second mark, Coca-Cola’s storytelling machine went off the rails. Instead of coming clean and admitting that it’s a source of the problem, it proclaimed that “all calories count, no matter where they come from.” The line was made intentionally vague because it implies something that is not true. While it’s true that all calories count, it’s untrue that they’re created equal, and that’s indisputable....


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Jeff Domansky's curator insight, January 23, 2013 11:41 PM

Jon Thomas looks at Coca -Cola's ill-conceived defense of their soft drinks as part of the obesity problem. Some good lessons for reputation management.

Age Single's comment, January 24, 2013 3:14 AM
CoCa
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3 Great Examples Of Curated Content Marketing | Herve Peitrequin

3 Great Examples Of Curated Content Marketing | Herve Peitrequin | What is Marketing Today ? | Scoop.it

The future of the web won’t be about content sites that drive traffic to commerce sites. It won’t be about shopping sites or price matching sites that drive consumers to the lowest price sources. 

 

The future is about curation, the thoughtful and useful aggregation and organization of content, context and commerce.

 

Here are three examples of how embracing content can drive engagement, community and ultimately commerce.


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Herve Peitrequin's curator insight, January 16, 2013 4:36 AM

3 great examples of curated content not only as a marketing tool, but also as a new business model. Great article!

Jeff Domansky's curator insight, January 16, 2013 3:05 PM

Good lessons for content marketing and blogging...

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Want to be a Public Relations Survivor? Be Prepared to Change, Constantly | Pro PR

Want to be a Public Relations Survivor? Be Prepared to Change, Constantly | Pro PR | What is Marketing Today ? | Scoop.it

Over the past year, I found my company, Thornley Fallis, repeatedly competing for assignments against non-traditional competitors. Ad agencies invading our turf. Digital boutiques. Marketing agencies. Management consultants.

 

An increasing proportion of the assignments we won from clients incorporated digital communications as a core element. Throughout 2012, we saw the budgets for these assignments shift away from traditional public relations activities to digital. The budgets didn’t shrink. The allocations against digital activities increased.

 

In a world like this, if you want to be a Public Relations Survivor, you must be willing to reinvent yourself constantly. That’s what the most successful firms in the communications marketplace are doing. And that’s what we’re doing at my firm.

 

And here’s the indicator that drives this home. Today, only about half of Thornley Fallis’ revenues are from what would have been considered traditional public relations services. The other half? Video production, public engagement, content marketing, design and development....


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Jeff Domansky's curator insight, January 5, 2013 9:58 PM

A key insight Joe Thornley noted further: "You’ve probably noticed the absence of social media from that list. Where’s social? Integrated across everything we do. What was hot a few years ago has become simply the common entry fee."

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Look beyond news for mobile innovation

Look beyond news for mobile innovation | What is Marketing Today ? | Scoop.it

The list of breakthrough interfaces for reading news on smartphones is a short one. Instapaper is arguably the pioneer in this area, with its focus on a simple reading experience. Vox Media’s SB Nation iPhone app cleverly grouped news updates about the same topic (Vox tweaked that design in its current web app approach.)

 

But many mobile news apps and sites are little more than re-skinned RSS readers, and surprisingly few publishers even bother to format their email newsletters for easy reading on iPhones and BlackBerries. When we were creating Quartz earlier this year, we needed to look for inspiration to non-news applications, such as the Clear to-do list app — it’s hard to find boldness and creativity in the news industry’s smartphone products.


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Jeff Domansky's curator insight, January 4, 2013 11:47 PM

News industry and business are lagging in mobile innovation...

Martin (Marty) Smith's comment, January 5, 2013 12:03 AM
Mobile changes everything, so look beyond the obvious or create beyond the obvious to disrupt a space that is all about disruption.
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How to Prepare for Press Interviews | Journalistics

How to Prepare for Press Interviews | Journalistics | What is Marketing Today ? | Scoop.it

As the next installment in my series on message planning and delivery, I’d like to focus on preparing for media and analyst interviews – a critical component to generating brand awareness for your organization (or clients) and taking your message to the masses, one journalist at a time.

 

Here are the steps I recommend you take in preparation for media interviews, in order to consistently deliver your key messages to the influencers that reach your target audiences....


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Lsantiargarin's insight:

I definitely recommend this for those into Marketing. It's a very good Insight and Guide !!

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Jeff Domansky's curator insight, January 2, 2013 8:39 PM

Jeremy Porter covers media training basics nicely...

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13 Questions With The Social CMO Ted Rubin: Listening, Relationships, and The Social C-Suite | Forbes

13 Questions With The Social CMO Ted Rubin: Listening, Relationships, and The Social C-Suite | Forbes | What is Marketing Today ? | Scoop.it

After doing this awhile, you get to see the signs of the self-promoter and the quick name-for-themselves artists.  You also – with more rarity – get to meet the real deal.  So, I was very pleased when he agreed to sit down and chat on topics ranging from the new directions for marketing, listening and relationships, and why “lurking” in social is a good thing....


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Jeff Domansky's curator insight, January 16, 2013 11:35 PM

What a superb interview with a thoughtful social marketing leader. Social CMO Ted Rubin shares a range of terrific insights:

-  "Bloggers, or micro-publishers are totally democratizing content and creating what truly is “New Media.”

-  "Consumers now have a heavy hand in the control of your brand… it is now “Generation WE,”

-  "For years, PR was about control of the message.  Say as little as possible and control it yourself.  Now, with social media, it has been turned on its head – other people control and can freely comment on or interact with your message and share their feelings or perceptions."

-  "Social media is not a passing fad… and influencers are emerging every day. Welcome to the ‘Age of Influence,’ where anyone can build an audience and effect change, advocate brands, build relationships and make a difference."

-  "If you allow your employees to listen and really hear what is being said, you actually give them the ability to build relationships with your brand’s supporters and your detractors. This is your ability to build digital relationships."

-  "What I see happening is that you will gain a lot of traction with the so-called “lurkers” – the silent observers – in your communities and not just with the people you are directly engaging with. Lurkers are engaging with you by watching how you interact with your communities.  These are some of the most important people in your network."

-  "Relationships are the new currency… the digital revolution has turned marketing on its head"

-  "ROR isn’t a new concept in marketing; it’s the value that accrues over time through loyalty, recommendations and sharing."

-  "Do not underestimate the value of those who simply lurk, search, and absorb content."

-  "ROI is simple $’s and cents, ROR is the value (both perceived and real) that will accrue over time through loyalty, recommendations and sharing."


Just read the post at Forbes and you'll be inspired by RubIn's fresh ideas. I'm looking forward to reading his book.

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Liquid Gold | The Flack

Liquid Gold | The Flack | What is Marketing Today ? | Scoop.it

...In my work for Colgate's laundry products, it was validated that P&G's Tide brand is the industry's gold standard when it comes to getting things clean. In fact, at the previous agency, I worked on Tide's campaign to find the"Dirtiest Kid in America," and the promotion that put a few real diamonds in P&G's Spic N Span boxes to celebrate the brand's diamond anniversary. Most had cubic zirconia, but when shoppers started ripping open boxes onto supermarket floors, the widely covered promotion ended.

Today, a piece in New York Magazine reveals just how valuable this "liquid gold" Tide has become....


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Jeff Domansky's curator insight, January 10, 2013 12:24 AM

Nice brand storytelling from Peter Himler...

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Story marketing can power your PR program in the New Year | PRSA Tactics

Story marketing can power your PR program in the New Year | PRSA Tactics | What is Marketing Today ? | Scoop.it
As more companies invest in content marketing, PR practitioners have an unparalleled opportunity to share engaging narratives with key audiences to raise awareness, build relationships and motivate action.

 

...For PR people, story marketing presents an opportunity that almost can’t be overstated. Content Marketing is attracting huge chunks of marketing resources.  According to a survey by the Content Marketing Institute, 25 percent of total U.S. B2B marketing budgets were devoted to it in 2012 and 60 percent of respondents plan to increase their commitment in 2013....


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Lsantiargarin's insight:

 

A Good Material for Marketeers To Start  The Year 2013 !!

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Jeff Domansky's curator insight, January 5, 2013 9:40 PM

Heidi Sullivan suggest storytelling as fuel for your PR program.

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PR Flubs, Missed Opportunities and the Human Touch | PRBreakfastClub

PR Flubs, Missed Opportunities and the Human Touch | PRBreakfastClub | What is Marketing Today ? | Scoop.it

If you haven’t heard of Health Management Associates (HMA), that’s ok, few would probably know who they are. That is unless you watched the 60 Minutes segment this past Sunday on how they are allegedly encouraging administrators and physicians at hospitals they own to admit as many patients as possible, in order to boost profits. The public company, headquartered in Naples, FL and whose shares are traded on the NYSE, “through its subsidiaries owns and operates (15) general acute care hospitals and other health care facilities in non-urban communities”, as reported on their Wall Street Journal company profile.

 

If you did see the segment and immediately wondered about a company response to the allegations, then one of your first instincts may have been to see what it was, and maybe (like me) you hopped on Facebook to see what they were posting, damage control, community engagement, etc. Here is a $5.1 billion company I thought, with a gigantic network and hundreds of thousands of patients moving in and out of their facilities every year. Surely they are on social media by now, taking advantages of its potential to reach out, interact, inform, and entertain their community. Instead, I found nothing. No social media presence at all. Zip.

 

If you click around their Web site it looks clean, informative, professional, and…missing something. The absence of social media channels for a company who clearly now has a crisis on their hands makes you wonder why they decided to forgo participation when the channel could have served them well in the wake of the 60 Minutes report....


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Jeff Domansky's curator insight, January 4, 2013 8:58 PM

Really good example of where social media could have played a valuable, positive role in a crisis...and didn't...