In the
middle of gorgeous, sunny days, it’s tough to sit down and think about the
cold, dark days of January, when you’ll start implementing 2011 plans. But now,
in the dog days of summer, it’s time to think about how your marketing campaigns
should shift next year.Typically,
annual planning starts with media plans that incorporate 1%-3% improvements.
But in 2011, planning for just incremental marketing improvements is a risky
proposition...
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Posted By
Jamie Beckland on 07/30/2010
The Web
is getting more personal. Time spent on social media sites continues to rise on
a monthly basis; personal home pages are more popular; and more and more sites
are maintaining your login on repeat visits.All of
this poses a unique opportunity for the digital marketer in targeting the
audience. The ability to target prospects based on traditional advertising
demographics, like age, gender, education, and income is as old as advertisi...
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Posted By
Jamie Beckland on 07/13/2010
In digital marketing, the potential for your content to go viral is huge. But along with that reach, there is some risk: your marketing messages might cause offense allowing your brand to be seen as inconsiderate or inappropriate. But as long as you focus on your target audience, offended bloggers are more likely to help you than hurt you.Digital marketing offers the ability to target very narrowly. This gives brands the opportunity to experimen...
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Posted By
Jamie Beckland on 07/08/2010
With a double-dip recession looming, the worst is far from over for corporate marketers. At the beginning of the year, 2010 marketing budgets started loosening, with companies positioning themselves to capitalize on a consumer recovery.Now that we’re halfway through the year, it looks like those projections were optimistic. Sales figures have wavered in a number of sectors, and the stock market has given back a healthy chunk of last year’s gains...
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Posted By
Jamie Beckland on 06/29/2010
We’re just putting the finishing touches on a new report that reviews the landscape for social media marketing platforms (SMMPs). SMMPs allow teams to co-manage multiple social media presences. With the proliferation of brand accounts, it’s not uncommon that one corporate marketer might have access to several hundred social media accounts for different products, platforms, and campaigns.
All of this social media fomenting has created new chall...
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Posted By
Jamie Beckland on 06/24/2010
Ed: This post is part of White Horse’s occasional series of slogs (speed blogs). Slogging—a concept we created here at White Horse—riffs on improv comedy concepts to create interactive writing activities. These short games bore fruit with tons of great ideas. Read more on White Horse slogs.For this slog exercise, we created word mashups in order to define new concepts that White Horse could bring to bear on the digital marketing conversation—som...
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Posted By
Jamie Beckland on 06/18/2010
Countless times each week, someone asks me how to make their marketing go viral. Virality is the holy grail for social media marketing: your message gets coveted word-of-mouth pass-along, and reach is magnified by orders of magnitude. Having a viral hit can lift a brand from near-horizontal growth to near-vertical growth. It’s also widely seen as free—what could be better?After years of working in social media and activating social communities t...
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Posted By
Jamie Beckland on 06/02/2010
Lately, nearly all online marketing conversations are about social media. And that’s understandable—it’s new, it’s sexy, the potential is huge, and it’s a wide-open playing field.It’s almost as if people have forgotten about the Web site. Once considered so revolutionary, the Web site has become the red-headed stepchild of digital. In fact, some pundits have even declared the corporate Web site irrelevant.But there is a crucial connection betwee...
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Posted By
Jamie Beckland on 05/25/2010
With a to-do list a mile long, the digital marketer plays a role that is becoming increasingly fragmented. The pace of technology change forces marketers to keep their toolset sharp and see ahead of even their customers, anticipate needs, and find novel new ways of delivering information.Even the most basic of functions—such as how people interact with technology devices—is changing at a rapid rate. Nielsen Media used to publish a report called ...
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Posted By
Jamie Beckland on 05/24/2010
LinkedIn recently started offering an ad platform similar to Facebook’s. For B2B marketers, it’s an incredible online advertising tool with which to serve highly targeted ads to your prospects. You can hone in on decision makers in your target organizations using a number of filters, including company size, job function, industry, seniority, and geography. Despite not getting a lot of press coverage, relative to Facebook, LinkedIn is a workhors...
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Posted By
Jamie Beckland on 05/17/2010
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