Is that a Dodo bird…or a marketing campaign?

Dodo birdRemember how business professionals used to be completely devoted to the BlackBerry – so much so that “Crackberry” was named Word-of-the-Year in 2006? Back then, we didn’t realize that most of the technology we were holding near-and-dear would quickly become passé.

But now, we’re getting more accustomed to the rapid evolution of technology and processes. Looking around, I know that much of what’s familiar in the workplace today is probably on its way to becoming obsolete, replaced with alternatives that are more user-friendly, more intuitive and always connected.

And I know that’s exactly what’s happening with conventional marketing campaigns, too.

As I see it, one-way, mass-market marketing campaigns are going the way of dinosaurs and dodo birds. In the not-too-distant future, they’ll be extinct – not because there’s anything inherently “bad” about conventional marketing campaigns, but because they’re becoming less and less effective.

Simple, Fun, Creative = Winning Video

The guys and gals over at Owler get it. They figured out that you don’t have to spend five-figures to make a fun, and very effective, video that explains your business and gets a customer to understand what you do in under two minutes. Check this out.

Great video, right? So how can you do the same without breaking the bank? Here is what Owler had to say about the making of this video.

Start With Identifying Your Benefits

We started by brainstorming the most important benefits of Owler to our target audience. We narrowed it down to three benefits. Company alerts, curated “noise-free” news and community polls.

How To “Show” The Benefits?

A Millennial by any other name would still smell as sweet to a brand

Millennials MatterBorn between the early 1980s and 2000? Remember Italia ‘90 or USA ‘94 as your first soccer World Cup? Born in a time when mobile phones replaced landlines as the phone of choice? Let alone could access the internet, or fit in the pocket of your jeans; and when Jurassic Park was about as advanced as cinema got? Well then you, dear reader, are a Millennial. But maybe you don’t identify with such a label? Perhaps you are familiar with ‘Generation Y’, the obvious follow-up to ‘Generation X.’ Or maybe in your country you are familiar with another bucket term.

A beginner’s guide to the difference between PPC and SEO

This post is by Simone Schuurer of Bing Ads, our Search Channel sponsor.

As we mentioned in this blog post we started a blog post series to make sure anyone is able to find information on our blog about pay per click advertising ‘basics’. When I ask people running their own business if they are investing in pay per click (PPC) advertising I get told, every so often, that they don’t need to as their site is already showing up on search engine result pages. This prompted me to write this post on what organic and paid for search engine results are. Most people will agree that showing up on both organic and paid listings will bring you the best search marketing results so – if you are a bit in the dark on this topic – read on!

Elevating customer experience: what every CMO needs to know

perfectionThe days of building your brand solely through carefully-crafted marketing campaigns are long gone, and in this brave new world, every Chief Marketing Officer (CMO) needs to move cultivating a stellar customer experience to the very top the to-do list.

What that means is that every channel, every touch point and every interaction must work in tandem so that ultimately you communicate one essential message: Our customers are what matters most.

Of course, the entire c-suite plays a role in this synchronicity, but as CMO, it’s your job to take the lead in defining your customer journey. You’re responsible for elevating the brand by strengthening relationship (both internal and external) fostering loyalty and encouraging advocacy. And in order to do all that, you need to fully recognize that consumers – and their expectations – have changed . . . dramatically. For example, today’s consumers are:

The distracted customer: how to keep their attention?

DistractedThe hardest part about selling online today is keeping the attention of a potential customer. There are so many distractions nowadays! We’ve got Facebook, and Twitter and Netflix and a few hundred thousand other nifty apps and games we can all access on our tablets and mobile devices 24-hours-a-day.When you think about it, we should all be exhausted from all of these distractions. But we’re not. We’re constantly finding ways to just keep lumping on new distractions; which just makes us more unfocused.

So how do you keep the attention of a potential customer? Your job is to get your customer to take an action. Whether that is to download something, or sign up with their email, or buy something, or whatever. If they pay attention, and then do something, you convert. And conversions mean success.

Why you should care about PPC advertising

This post is by Simone Schuurer of Bing Ads, our Search Channel sponsor.

For quite some years I helped large retailers advertise their products in our paid search results. As a customer of many small businesses I can’t help but think about how ideally suited paid search would be for those running a company smaller than a national chain store. I know I’m not an independent advisor – working for Bing – but knowing search and knowing personally people behind many a small business I’d simply like to tell you why I believe pay per click advertising may benefit you.

‘If only they’d start a PPC campaign I could read my book without a worry’

‘If only they’d start a PPC campaign I could read my book without a worry’