Category: Marketing

consumer_control_remote

Give Your Consumer Control of Your Messaging

In the past we have discussed trends found in the Content Sharing Matrix. One of these trends is giving more control over the content to the consumer, which then increases the likelihood of that content being shared. Giving consumers control means that they can either customize the content or publish new content based on a template or guidelines. 

There are likely a number of reasons this tactic works:

1. By allowing consumers to create variations of content, there is an opportunity for exponentially more pieces of content to be viewed. Continue reading “Give Your Consumer Control of Your Messaging” »

emotion_rational

Is emotional advertising enough these days?

Emotional advertising has been found to be more effective that rational ads. In the book “Brand Immortality” the author, Harnish Pringle, analyzed over 880 cases from the U.K.’s Institute of Practitioners in Advertising Effectiveness, and discovered that emotional ads are twice as likely to generate large profit gains than rational ones.

emotion

The data used in the study spanned a few decades up to 2009, and lot has changed since then. Social media has taken hold with the general public and more companies have embraced it as a marketing medium. We now live in a world were more people are openly discussing their points of view (and emotions) on brands in public forums. Especially online where anonymity grants people the opportunity to behave differently and rally together in larger groups. Surely these new conditions have changed the landscape since the time of Pringle’s study. Continue reading “Is emotional advertising enough these days?” »

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The Link Between Viral Content and Messaging

The Content Sharing Matrix

In the past I’ve written about Viral Content and explained there is no formula and shared tools that attempt to quantify trending videos in real time. Nevertheless, the idea of “Viral Content” is still very intriguing. More recent viral successes have raised the bar especially in the music industry with Gangnam Style and Harlem Shake, while others have taken advantage of public trust. When looking at most shared and least shared content, specifically videos, an interesting trend appears.

The more opportunities a brand gives the consumer to control the message, the more shareable that content becomes.

Continue reading “The Link Between Viral Content and Messaging” »

iphone_5c_prodding

Prodding the Apple Unveiling

Apple officially announces its new iPhone 5S and iPhone 5C today. Meanwhile, Nokia and Samsung take their swings at getting into the conversations. Samsung, just like last year, is promoting its tweet around keywords like “apple” and “iphone” to show up in the stream. Nokia is using the leverage it has with its community and fans to push their message out organically.

These are clever tactics to use in the wake of the major announcement from tech innovator, Apple. Although, the branded tweets likely don’t sway the Apple Fanboys, on-lookers hoping to learn about the new features of the 5S and 5C, who are on the fence, may be swayed. However, simply being in front of this audience might not be enough for Nokia and Samsung. A good call to action or information that compares the phones’ features might be more effective in intercepting and changing consumer purchase decisions. Continue reading “Prodding the Apple Unveiling” »

‘Twerking Fail’ :: Viral Success

Earlier this week, Jimmy Kimmel admitted to being the mastermind behind the “Twerking Fail” video – You know, the one being shared on Facebook where the girl catches on fire? No matter your feelings on how the public was being Twerked around by Kimmel, there is an interesting discussion to be had behind the success of the video.

Twerking-Fire-Fail_ Continue reading “‘Twerking Fail’ :: Viral Success” »

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Being Talked About Doesn’t Mean Much…

The below graph has been floating around the internet the past few days and it makes me sad. The graph ranks brand based on People Talking About This (PTAT), which is one of the more frivolous of the “health metrics.” Its easily manipulated through a number of tactics, including Facebook Advertising, and most importantly does not count for much in the world of Engaging Brands. You could spend $10,000 (well within Coke’s Budget) and double, triple, even quadruple your PTAT number. Ultimately, being talked about doesn’t mean much unless the brand is talking back. Continue reading “Being Talked About Doesn’t Mean Much…” »

chips_salsa

Is your product a chip or salsa?

The real meal of chips and salsa is the salsa. The chip is just the vehicle that brings the delicious salsa flavor to your mouth. No one eats just chips. They are hard, flavorless and have little to offer your taste buds. Doritos knows that! They pack their chips full of flavor. So much so, it changes your fingers colors and people go crazy for them. Don’t be mistaken, people don’t buy Doritos or chips AND salsa for the chips. Continue reading “Is your product a chip or salsa?” »

customer_content_matrix

The Customer Content Matrix

The content matrix below describes a 27 types of content that you can create that fit conveniently into 4 categories; Entertainment, Inspiration, Education, and Convincing. Whether your brand is B2B or B2C, you can create a variety of content that ignites action in your consumers. These content ideas connect with your consumers in either emotional or rational ways to build awareness and drive purchases.

The content marketing matrix

by first10.
Explore more infographics like this one on the web’s largest information design community – Visually.

 

You can stop reading now, if you believe that story. Continue reading “The Customer Content Matrix” »

retweet

Before You Tweet, Strategize.

Optimizing content is one of the largest tasks on social media. Everyone is trying to get the farthest reach with their content. Twitter is one of the simplest and easiest to optimize. It has minimal features and is touted as being a pivotal part of information sharing for many industries. As marketers we often find infographics that describe tactics to take that get your tweets retweeted. I take issue with these graphics for two reason. 1. They ignore your following and are generalized for all tweeters, no matter the amount of followers or industry. 2. They ignore the content itself – the actually composition of your tweets. So before you tweet or optimize your tweets for retweets, strategize. Continue reading “Before You Tweet, Strategize.” »

pinterest

Pinterest Tactics That Work…

I recently had the pleasure of sitting down with spanish wine enthusiast and gardening pinner, Mary Ann Rounseville, to talk about getting the most out of Pinterest. Mary Ann is passionate about communities and brought together passionate pinners on Pinterest. However, passion is only the start to a successful presence on Pinterest and during our conversation, Mary Ann talked about a few tactics that make the difference between being on Pinterest and being successful on Pinterest. Here are three tactics for more success on Pinterest.

1. Get Specific

When Pinterest first became popular many people were jumping in and creating boards like “vision” and “recipes,” but for content providers that’s just not good enough. Continue reading “Pinterest Tactics That Work…” »

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