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Digital Strategist. Experience Catalyst.
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- digital Strategist. eXperience Catalyst.Marketing and Advertising | Greater Memphis Area, USSummary
Passionate, forward-thinking, and inventive digital & social media consultant. Expertise and interest in creating world-class digital experiences...with game-changing results.
Dynamic, competitive marketing hybrid. A balance of pragmatic strategy and creative insight with client experience that includes St. Jude Children's Research Hospital, AutoZone, FedEx, Caesars Entertainment, ServiceMaster, World Series of Poker, FRED's Inc., and First Tennessee Bank.
HIGHLIGHTS
--> Redesigned the AutoZone Social Media Strategy to reach annual year one goals for FY12 within the first 2 months - with less than $20k remaining budget; Fiscal Year '12 end-of-year return on social media programs valued at $3.6MM
--> Directed advertising campaign & sponsorships for 2011 World Series of Poker Semifinals at Harrah’s Tunica - increasing traffic 76% with $1.6M+ in surplus revenue
--> Crafted multi-level strategies to promote regional jackpot winners at Harrah’s, Horseshoe, and Tunica Roadhouse – resulting in average weekly traffic increases of 5% for each
--> Promoted launch of Trustmark mobile browsing and Smartphone Apps by creating interactive product demos with SEO targeted descriptions, increasing online account openings nearly 20%
--> Created an integrated web & social media campaign for 2008 Peabody Rooftop Parties, including contest microsite, SEM campaign, and social media promotion – boosting attendance nearly 500% by the end of the year
STRATEGY
Digital Media & UX Planning, Inbound Marketing & Lead Generation, Social Media Strategy, Mobile User Experience, ROI Analysis & KPIsCONTENT
Web Content Strategy, Information Architecture, eCommerce CRO, Search Marketing - Inbound Linking & On-page SEO, Email Marketing & CRM, Paid Search Campaigns, Landing Page OptimizationTECHNOLOGY
Web Analytics & Reporting, Web Personas, Project Management (MRM), Lead nurturing via Email & SMS workflows, Usability Testing, Loyalty Programs & Database MarketingExperience- Oct 2012 - PresentInteractive Promotion & Channel Strategy / ALSAC | St. Jude Children's Research Hospital
● Create digital channel strategies for both promotional campaigns and Evergreen programs
● Incorporate inbound linking, SEO, social media, email marketing, paid search, web video and mobile optimization planning via Experience Mapping for key user personas
● Work collaboratively with corporate partners NFL, NBA, and FedEx to create and optimize long-term program effectiveness online
● Consult on the use of emerging interactive platforms that meet organizational needs by collaborating with internal business units, incubation teams, and external partners / vendors - Sept 2006 - PresentContent Strategist | Inbound Marketing Consultant / Independent Contractor
● Plan B / Socialogic – Digital & Social Media Strategy
● DataPath – Content Strategist & SEO Copywriter
● AutoZone – Digital Marketing Consultant & Social Media Program Manager, Retail Division
● Prime Notion Technologies - FedEx Enterprise Mobile App Store Development Plan & agency Lead Gen Consultant
● Cyber Boomerang – SEM Programs (PPC / Landing Page), Social Media Strategist
● Beverly Hills Orthopedic Institute –Content Strategist & SEO | Social Media Consultant
● Thompson – Interactive Strategist & UX / Usability Consultant, Freelance Copywriter (FRED's, First Tennessee)
● Lokion – SEO Copywriter & Content Strategist for internal web projects
- Feb 2012 - Oct 2012Marketing Consultant, Digital & Social Media / AutoZone
Digital Marketing Consultant specializing in Social Media Campaign Planning and Program Management.
Also assist with web content strategy, organic SEO initiatives and digital channel integration - integrating conversion and revenue growth objectives for Marketing, eCommerce and Rewards.
- Aug 2011 - Feb 2012Content Strategist | Technical Writer / ServiceMaster
(VACO Consultant)
Created digital and collateral-focused content, messaging, and technical documentation for ServiceMaster's Information Security team.
PROJECTS:
- PCI Compliance technical writer
- Enterprise Information Security Awareness Program: Content strategy & writing for internal campaign
- Define & develop metrics for Vulnerability Management - Jun 2010 - Mar 2011Regional Supervisor, Advertising & Copywriting / Caesars Entertainment Corporation
Creative lead, project manager, and chief copywriter for all promotions in the Tunica region, implementing a $200MM marketing budget.
• Led team of 9 designers and specialists, as well as project team in Las Vegas
• Managed relationships with partners, vendors, and agencies
• Examined demographic trends, developed strategies for loyalty programs, and crafted targeted messaging - with heavy brand stewardship
• Brands: Harrah's, Horseshoe, Tunica Roadhouse, World Series of Poker, Total Rewards, CRISLU, Swarovski, Toby Keith's I Love this Bar & GrillRESULTS:
● Directed all promotional content for the 2011 WSOP Circuit Event, boosting traffic 75% with over $1.6MM in surplus revenue
● Crafted strategy to promote regional jackpot winners at Caesars Entertainment, segueing a 5% increase in average weekly traffic - Nov 2009 - Jul 2010Marketing Project Manager | Copywriter / Southern Growth Studio
Market strategist, project manager, and copywriter for digital, social media, direct marketing, and public relations.
Co-wrote market validation studies, marketing strategies for digital and social media, as well as business plans for new ventures.
• Crafted web content strategies and information architecture/site maps; wrote e-Commerce product descriptions and content outlines
• Conducted industry, ethnographic, competitive, and interactive research for clients
• Developed new business and product development strategies
• Clients: Intechra, Trustmark, Eagle Capital, MCR Safety, uMonitor, Mississippi Geographic Alliance, Strategic Resource Management, AdLam Films, DermaflageRESULTS:
● Co-directed creation of online demos for Trustmark Bank’s mobile banking smartphone applications, increasing online account openings nearly 20%
- Aug 2008 - Nov 2009Marketing Coordinator | Copywriter / COMP Performance Group
Managed creative projects and wrote promotional copy for print, web, PR, and social media.
● Composed back-end SEO content on all corporate brand websites
● Launched company’s first comprehensive social networking initiative
● Crafted email campaigns for CPG brands – monitoring the effectiveness of each
● Aided with event marketing and strategies for trade show logistics
● Brands: COMP Cams, TCI, FAST, RHS, ZEX, Quarter Master, Inglese, Powerhouse Products, V-Thunder, GoParts, ProRacing SimRESULTS:
● Represented COMP Performance Group at the 2009 Hot Rod Power Tour, with broadcast interviews and daily giveaways $500 in value – generating $25K in daily surplus revenue - May 2008 - Sept 2008Creative Services/Digital Media Intern / Southern Growth Studio
Assisted with copywriting, SEO, digital marketing campaigns, public relations, and market research.
Content strategy and copy for print ads, websites, search programs (SEM/SEO) and social media
Assisted PR with social media, SEO / SEM keyword analysis, trends, and media contact lists
Conducted market research, competitive benchmarking, and ROI analysis for clients & agency
Clients: Beale Street Music Festival, Peabody Hotel, Mississippi State University, AMPRO Industries
Education- University of Mississippi - School of Business AdministrationBBA in Marketing
Activities: Sigma Alpha Epsilon OMMO (Ole Miss Marketing Organization) Ole Miss Ad Club (AAF)
Additional Information-
Websites:
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Interests:Digital Marketing, Content Strategy, Web Analytics, E-Commerce, Social Media, Mobile Marketing, SEO Copywriting, Paid Search Campaigns (SEM / PPC / CPC), Inbound Marketing, Landing Page Optimization, Email Marketing, Content Marketing, UX Planning, Usability Testing, UAT, Information Architecture
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Posts
- May 09, 13
If you work for an advertising agency, you've been warned.
You've been warned for years of imminent danger and changes needed for survival. And if you own an agency, this is last call for your departure. The destination?
The School of Digital Design and Web Strategy. Here, you'll learn about 5 trends in online technology that - depending on how you react to them (assuming you do react) - could be your key to economic survival in 2013 and beyond. We'll begin boarding...now.
Read more » - Apr 12, 13Social media follow and share buttons can be confusing. I often get questions wondering how to differentiate between them, and when would I need or want one over the other.But most of all, how do these two social functions help with SEO and online marketing strategy?Truth is, sharing and following are nothing alike. Let’s clear up the difference between social sharing and follow icons to help you understand which one you need, when, and why.Read more »
- Mar 23, 13
- Mar 23, 13
We all get them. Just awful...but every week, if you really look, you'll find the one.
That promotional email that strives to go above and beyond - who simply won't take INBOX for an answer. And while you didn't opt-in for this gem, you find yourself stunningly glad that your SPAM filter has a sense of humor.
For those about to trash it, I salute you. But have you ever wondered how bad your worst e-newsletter scores when faced against "best in biz"-class baloney? Introducing the measuring stick of email marketing excellence...errr, its counterpart any way.Personalized and Responsive
You have no name, neither do we, and don't even think about trying anything cute - like checking your email from a non-desktop Internet gadget.This Email is a Monthly "Newsletter" of Everything we've Got.
Why be targeted, when you could be stacked full of coupons, sweeps, deals, charity events, social #hashtagvomit, and gratuitous imagery that likely won't even load?
Because you never asked for this email, so we'll just have to punish you with deals until you do.The FROM address reads "NewsFeeder@automated-seeder.Fail"
So...a person sent this to me, at least it seems so long enough for the subconscious to drop my guard and open the warm and inviting virus that's imminently en-route. No company, and worse - no author.Subject Line sounds like a bad 80's movie
And like them, it keeps coming with only a new "issue #" attached beyond the area you can see anyway. Show the reader that you've got more of where this came from - thousands more...because this is your expertise!...clicks to a company's Home Page - which would just be a wasted conversion opportunity if we didn't show our manners in introducing ourself to the intrusively violated recipient, right?The Header Logo that leads you Home
Click View in Browser - you'll see no Smart Icon in the tab, which is another sign of multi-device (and browser) inaccessibility - or just a weak branding effort online as a whole.If you're lucky, you may just get to see a load time that could make a professional bull rider's career.Sized perfectly for mobile browser and mobile inbox - you can see everything! Except the font, half the imagery, and anything below the header. And in such humble times of slow-paced technological advancement...there are TWO WAYS this can occur?Yes...call Guinness.- You filled the PDF-looking newsletter with so much content, the reader had NO CHOICE but to click one! Maybe you're onto something...
But the email platforms who refuse to load your images and the Spam filter should really catch up to your electronic pen's prowess. - Why waste good content with responsive design...the user needs to earn this knowledge that we sent them!
They may not have asked for any of it, but good things in life never come easy
(other than the corner office for the 10-year MBA who upon graduation, called his dad's friend to hook him up with a sweet gig in Marketing - just like Mel Gibson in "What Critics Hate" - classic)
Has an option to FORWARD THE EMAIL
...which hurts its score in the Early rounds, until its found at the bottom left center of eye tracking's bermuda triangle...the footer navigation.The CALL-TO-ACTION BUTTON matches - well, nothing.
Certainly not the "landing page" perfectly - which despite being dinosaurs, were clearly of different cultures and times in history.ONE hyperlink? ONE message? ONE call-to-action button - that's it?There Really can be only one?
Well, they did add a hyperlink in the anchor-less "READ MORE" non-link that Google tends to get so juiced about. And rewards this effort accordingly.They must be missing A TON of accidental clicks to images that don't show up in the unfortunate 40ish percent of recipients who...have the nerve - nay, the AUDACITY, to check it with an email via mobile or tablet.ONLY unsubscribe - or MAnage Preferences? Why not both options? After all, what is the true meaning of each:? The Same. So as we learned in Made-up-Reference workshop, these types of links should be side-by-side...where?Bump the email forward / share option down, so we can make sure both options are in tough to find locale with a terrifyingly tiny font. "We don't need no stinkin' personas!!"
Since you like email (maybe), you may also have a taste for
nosiness, networking, micro-blogging, and Really?Checking for Social Sanity
...they're somewhere at the bottom, and if you see them right away - then you likely missed the call-to-action sitting above the 5-6-7 buttons to showcase your new-age brand culture, which sadly no longer teams up with relevance.GO SOCIAL! YES - YES - YES!
Rather than the 120x reach of just one click on SHARE on Facebook, Tweeting the story for more than 200x the reach, or even adding one - JUST ONE - additional person by forwarding an email, you opted for the Social Media profile page icons...all 7 of them.You are now treated to "a sneak peak" at your company's social profiles - which are only a wee bit lower in traffic than the Share button or ShareThis link that you can't literally see anywhere...because they're overrated, man!Don't like Email offers? Order by Mail - click here!
"We here at Gomer & Sons like variety. Because it's the spice of life, and because we're unethically contacting you - so we don't know if you're the Baby Boomer who prefers mail...because we clearly didn't care. You'd have to read all of the email to see in fine print, bottom-right pixel-sized placement where this is an available option to you.""Because we care."Don't want to Receive Emails?
Here's an RSS feed that you can find when you land on the Home Page, or Blog? Nah...it's somewhere though - four tiers deep in the site.It's okay if you missed any of this epic novel by email - they ALSO have a regularly updated BLOG - with regular updates, matching visual content, and specific topics that you can sign-up for individually!Wait... Sorry - wrong email.The "winning" email has none of these, and in fact incorporates a who's who list of #FAILS that continue to maintain the stigma of the marketing professional.GOOD NEWS!
When you factor in simplicity, design consistency across channels, fewer links and only one message at a time...delivered more often to target user segments or unique IDs - the odds of annoying the recipient diminish...when you are any email sitting in the user's inbox - yes, even the one from your inappropriate uncle or coworker.
What newsletter smells and email #FAILS are the worst to you? - You filled the PDF-looking newsletter with so much content, the reader had NO CHOICE but to click one! Maybe you're onto something...
- Mar 23, 13
I'm going to let you in on a little secret about today's digital landscape.
For the modern marketer, knowledge is a revolving door.
Channel innovations and new technologies keep it spinning based on mandates from the rapidly evolving buyer decision process. There is no exit to a community where loyal customers have settled.
Either you keep moving, or you step out. The market winners in this decade are those who either help keep the entrance spinning - or those who refuse to step out, fearing that if they do, they may never get back in.
Read more » - Mar 23, 13So, you've developed a clear mobile strategy for 2013.
You aim to give customers every possible option to access your products. And in doing so, deploy tactics like SMS and mobile display ads to attract mobile users to their mobile destinations.
You'll learn a few things rather quickly...
In summary - QR codes and mobile banners are NOT your best options. Tablet apps and SMS work better. And to save you time (and money) here's a breakdown of what else you'll discover.1. Mobile Display Ads Rarely Work
You kick off Mobile-Palooze by testing the effectiveness of mobile ads to drive users to a mobile app or the brand's spit-shined mobile site. They don’t work.
Why they Fail: Real estate is limited on mobile devices. The user is laser-focused on the reason they came to your site or app: shopping or consuming content. In this cosmos, display placements are even more a distraction than usual - and simply do not capture user attention. And they simply do not engage.2. Tablets are Launching Pads of Opportunity
Say you launch another type of experience - maybe a shopping guide or gift suggestion app for iPad. Customers can swipe, collect, list and share gift ideas with friends - and engage a personal shopper for tough-to-shop-for friends and family.
Why it Works: Experiencing and interacting with offers via touch capability is now way to shop - and will replace the grid interface of web and mobile eCommerce in the not-so-distant future.3. Benchmark to Keep Mobility Upward
Pay attention to where competing brands are lacking, and even more to what they do well. And while you're at it, don't stop at the best in your industry. Aim high...keep eBay, Target and Amazon in your sight.
Why Benchmarks are Critical: eBay's new Pin-like design is pragmatic, effective and perfect for any shopping season. In-store QR codes at Target created a scavenger-hunt experience - a smart way to lead shoppers to offers using devices typically in their hands upon entry. When it comes to behavioral targeting and dynamic showrooming, Amazon's toe-to-toe pricing and breakthrough shipping only deepen the wounds of big retail, who in turn must call an in-store price matching Hail Mary.4. There's No Cracking the QR Code
What if you maybe show a QR code to the masses while they watch your live TV program, commercial, or news feature? They can then use a smartphone to scan the code and instantly land at the featured offer matching the product shown on the tube.
Pens down on this one - the results are nothing to write home about.
Why they Suck: While QR codes present interesting opportunities, nearly all other mobile delivery options send a better message. Particularly the prehistoric pioneer of mobile promo - SMS text.
It's simple. More effective. People know how to text message. With QR, you still need an app - and even those don't always work.5. "Mobile-Only" Means Message Received
If you're retailer in particular, people need a reason why they should interact with your mobile experience. Deals, coupons, and other mobile-only offers leave little room for rebuttal. And with push notifications via mobile app, SMS alerts on location and exclusive to members - you've now added the perfect added the perfect mousetrap for mobile lead generation.
In my next post, I'll begin a 3-part series on how to convert those leads. Sign up for email alerts to make sure you get each one! - Mar 23, 13If you’re reading this post, odds are you're no stranger to the concept of "branding."One that all-too-seldom is met with any form of measurement, but too many "How does this impact" spew of boardroom upchuck. And while instinct assures you that this white unicorn of corp-speak is actually important, how do you show it on the numbers board?Read more »
- Mar 23, 13
As social media, content marketing, promotional partnerships and inbound linking continue to increase their share of contribution in search ranking, one thing still holds true...on-page SEO can help or hurt your business.
Besides, who doesn't love a good checklist? Here are a few tips to get you started...URL
Search engines and visitors can interact with your website more affectively when you use URLs that describe the pages content. For example: http://www.company.com/companyinformationAlso, be sure to use a 301 redirect to help Google index pages correctly.Title
Your title tag should be written like this:Primary Keyword – Secondary Keyword | Brand Name
Use a dash in between your keyword phrases and a pipe at the end before your brand name. Remember to avoid duplicate title tags, and keep title tags at 66 characters or less in length, including spaces.Meta Description
Write compelling meta descriptions, 150 to 160 characters is the recommended length. Once again, avoid duplicates - and DO NOT use quotes or any non-alpha characters (Google, cuts them out of the meta description).Content with Targeted Keyword Phrases
Create content that is extremely relevant for that keyword phrase. Be sure to use your keyword phrase 4 times within your content and use multiple variations of that keyword phrase – singular and plural versions, abbreviations, acronyms (SEO vs. search engine optimization) and synonyms.Include links from other pages within your website that point back to this page (see internal page linking below). Create unique content for every medium (press releases, blogs, guest blog posts, etc…).If you send out a press release, do not copy and paste the press release to your site. If it gets picked up in multiple publications, search engines will see that you have duplicate content and penalize you for it.Headings
Each page should implement HTML headings with "H1" through "H6" headings appearing consistently. A few additional notes:- You can include keywords in your headings, with the initial heading using your best keyword (s)
- Using only one of each heading (H1-H6) per page will strengthen your SEO
- Always use the primary keyword phrase once in the H1 tag (your H1 tags on pages you are trying to drive unique traffic to)
- Use H2 tags if there are multiple sections
Internal Page Linking with Anchor Text
When linking to another page on the same site from within content, select good anchor text (keywords) to use in the actual link and do this often. For example: “We offer a wide range of digital design services,” rather than “Click here for our services.”In the above example, you would link “digital design services” to your web design services page instead of linking “click here.”Images
Adding ALT text to images makes it easier for search engines to index them, attaching a description to pictures so they show up in search engine's image results. Make sure each image on your website has its own unique ALT text.Additionally, name all of your images in a way that describes what they are. Use dashes between the words, rather than underscores (Purple-cow.jpg rather than purple_cow.jpg). Do not use non-alpha characters in your image or file names (so no %, &, $, etc.).Keep in mind that your pages load time will vary based on the number and size of your images - Try your best to keep it low.Make Content Easy to Read
Extremely long sentences will lose the users’ attention, so ideally, paragraphs should be roughly three sentences long.- Use bullet points and bolding to break up large blocks of content
- Users tend to scan content looking for keywords
- Do not overuse bullets and bolding
Robots.txt File
Restricts the activity of search engine crawlers and stops them from accessing certain pages and directories. To check your robots.txt file for syntax errors, Click Here.Most important, the Robots.txt file helps locate your...XML Sitemaps
An XML sitemap lists URLs that can be crawled and may offer other information such as how often you update, when your last update occurred and importance. With an XML sitemap, search engines can index your website more accurately.Feeds
RSS feeds should be linked to any news feed, and should be visible from the Home Page – where search engines can index it. Website visibility improves when subscribers are alerted of content updates.If I missed anything, or if you have something to add, I’d love to hear your comments. And for the complete on-page SEO checklist, click here. - Mar 23, 13
"Content marketing" is no longer one way to go.
If you plan to thrive, or even survive, in the digital era - content should not only be king...it should be the status quo of doing business online. In the realm of "social shares" and "our brand cares" - content marketing is the key to...- Awareness (SEO, Social Sharing)
- Acquisition (Lead Gen > Nurturing > Closing)
- Web Traffic
- Engagement
- Thought Leadership
So you've got content. You have lead gen forms, testing, lead nurturing and sophisticated retargeting automation. You're killing it in social. Are you good to go?Nope."Keep Moving" is the unspoken name of the Digital Marketing game. And while Content Marketing is key to online business...Read more » - Mar 23, 13
How long do people spend engaging with your channel?
This is the question that publishers must answer to media companies. The longer people spend, the better it is for the brand message, right?Not necessarily.
Search Engine account reps get asked the "time spent" question all the time, and as one could expect, results are often pitiful. People are spending no amount of time on their site. So…they’re sunk.But the Internet is not a traditional channel.Read more » - Mar 23, 13Still looking for results from your Social Media efforts?
(Old codgers of Direct Mail, agencies who still care about the "Big Idea" in reference to anything with work following it, and the Adobe reverse-trained SEO uber-troops of Social hate, this is you...)
In an era of evolving platforms and new channels each day, content is not enough. You need all of your digital experiences to work together. You need each channel to pull its weight. All to solidify one unique message.
That means Social Sharing buttons on your site. Web content and email that gives back to social, rather that whining that your presence isn't big enough. That means promoting your Social Channel like it promotes you.
After all, you are using social to generate leads, aren't you?
Read more » - Mar 23, 13
If you love good food, you probably know Anthony Bourdain...even if you've never seen him or seen his exceptional culinary acumen and extremes in personality.
On TV and in his literature, Chef Bourdain is one of the most outspoken individuals in culinary history. Very open with disdain for competing personalities, while equally so with his love for others. He has, at times, been profane and used sexual references liberally.
But in his uniqueness, I respect the guy...
Read more » - Mar 23, 13Read more »A popular tech adage is that all great Social Networks begin with one question...
"How Will this Channel Get my Users Laid?"
Imagine that you're at a bar after work. You know this place - not necessarily a "regular" per se, but you know the people and you like the atmosphere. Enter a vibrant modern tribe of attractive women, laughing and scaling the room to see what will be the next target of continued amusement.
They don't have to look far... - Mar 23, 13Read more »Outline a Mobile Gameplan before Jumping the Gun on AppsWelcome to the 2012 Tour de Change!As we enter a new stage in the race to innovate, the routes have again changed. And unlike the courses of marketing Grand Prix ending just a little over a decade ago, this new race features routes that change on the fly, and continue to expand - giving no time to rest between stages or even build a lead at any point.Now that many of the "lollygaggers" and "middle-of-the-pack" riders can finally see the route, they are about to once again find themselves losing ground if they repeat the bad habits that haunted them in tours past.
Once again, this challenge will require a user focus to triumph. - Mar 23, 13Read more »
Your precious website. You know it's got to be right to attract, and retain, the users you want. You’ve slaved over it, carefully crafting the content, navigation, design, and flow of the site.
You finally hit “publish,” and what happens?
Nobody visits it. Or, worse - people visit, but drop off as quickly as they arrive. No comments, no tweets, no sharing on Facebook.
It’s enough to send you into deep depression, and wipe out your motivation to keep producing great content. Think you need to spend another 10,000 hours perfecting your web design or content skills? Probably not. - Mar 23, 13Read more »I’m going to tell you a secret about eCommerce...NO existing e-Commerce platform can automate the invaluable, old-school floor-walker. You've no doubt encountered this retail all-star.She's the sharp-eyed sales linchpin who sizes up a customer and what they are after.
Recently, I was tasked with the social suicide of shopping...new car! It was here that a Whipple-esque looking wheeler dealer (who I thought I "shook" between cars) walked up and asked..."What will it take for you to walk out of here today with this new car?"
Faced with an opportunity to take my measure, he knew I disliked being "sold" anything, and was smart enough to toss it in my court to give me a sense of controlover the next offer.
In an online store, retargeting users as they go off elsewhere, even with a dynamically generated image from their abandoned cart, is an ineffective approach. - Mar 23, 13Read more »B2B marketing has crowned a King - far surpassing the would-be usurpers of Paid Search, Public Relations, and Mass Media - becoming the weapon necessity of today's B2B entrepreneur.
- Mar 23, 13Read more »Over the past century, every generation has experienced a revolution in the cosmos of business. And each awakening in technology has stemmed from a new innovation. In that respect, Steve Jobs is a legend.As a digital strategist born copywriting WordSmith, there are many critical lessons that Apple (namely, Steve Jobs) taught me over the years about how to be a successful brand in any industry.
Here are just a few of them… - Mar 23, 13It’s a full-time job for businesses to simply break through the clutter.
Do consumers believe claims made by businesses for their advertised products?
Many businesses spend millions annually trying to answer this question through research, focus groups, and other methods. In reality, consumers are a bit fickle about where they place their trust when it comes to an advertiser’s brand message.
Read more » - Mar 23, 13
At this very moment, the biggest, most legendary ad agency in your city... is losing clients. And their biggest client, losing its lion's share.
Brands that once ruled the galaxy...are now light years behind the pace. With teams made up of world-class aces in each discipline, how did this happen?Conventional wisdom might suggest that this is a fluke. That these brands should be thriving.But the digital cosmos is anything but conventional. And like many NCAA championship teams have shown in the past, nimble "T-shaped" talent is the make up of a dominant team. They build on their own unique skill set by learning the role that each team member plays.This is the shape of synergy. Or in spirit of nostalgic cliche - Great players. Even better team.The New Marketer is T-shapedI recently met with the VP of Interactive at an esteemed agency. Like too many of the big city ad clans, the company is now rapidly seeking "interactive" creatives - due to what is clearly lost business on the digital front to the new wave of more nimble, scrappy hybrids.
Places where everyone contributes. Everyone has ideas. And everyone...is creative.
After our introductions and dry humor riff raff, we began discussing the firm's culture. He told me about the 2 types of successful marketers today:- Those who learn multiple disciplines, and do each of them well
- The true linchpins that hammer home one focus, and that is where she dedicates her career
As a more "T-shaped" creative and digital strategist, I question the VP's stance on this issue. Especially when the firms that are taking his clients are made entirely of professionals in the first category he mentioned.
However, Mr. Big clearly missed one key "class" of marketer - the one who has a specialty, and builds upon it. To quote the industry-revered creative Luke Sullivan:"Today’s most successful creatives are a sort of hybrid, capable of expert contributions in their chosen fields of art direction or copywriting, but fluent enough in other digital disciplines to collaborate effectively, occasionally even executing things on their own.
The new creatives have both depth and breadth and today their job description isn’t “writing or art directing cool ads and TV spots.” It’s bigger. Your job is to create entertaining or useful experiences for your clients’ brands. That might involve an ad; it might not."
There are several reasons for the tight correlation between being T-shaped and success in digital marketing. But here are just a few...
1. Improve your overall game
There will never be a "best-at-everything" marketer, digital or traditional. Everyone has a specialty. A niche. You know the subjects close to your raison d'etre, and by learning them, you'll only get better.With knowledge of the target, you have better aim. Knowing your competition gives you a better game plan. And in an industry that now demands better products, better service, and better business ideas altogether, you can even build a better weapon.Knowledge of Strategy = More Effective Tactics
2. It gives you a better "Long Ball"
If you're a creative, then you knew this already. In fact, I know a few non-digital creatives who possess acumen in design, psychology, and brand strategy that would impress most. And they're irreplaceable linchpins, all of them.
To move up and become a Creative Director, you have to know (and know well) the games of art and copy. And once you're there, knowledge in project management, collaboration, consumer behavior, and team leadership had better be in your repertoire if you plan on staying there.
Digital takes "T-shape" demand to a whole new level. Web analytics, User Experience, Usability, Information Architecture, and Content Strategy are all key ingredients to success. And not just to one specific team member.
Most important: if you're a freelancer, you can increase your capabilities. And your revenue.
3. Your team (and clients) will appreciate it
There's nothing worse than a research/strategy/designer/writer team that delivers work separately. Designers appreciate those who speak the language.
Strategists hate the creatives who execute tactics to win awards, or "promote the importance of art" in advertising. They label them as granola nerds. Heady blow-hards. And they're right.
"T" is NOT the Shape of the Future
It's the shape of now. In an industry that requires constant shifts and nimble minds, focused digital specialists are often blinded by their one expertise.
They can’t spot new opportunities or, worse, can’t anticipate the slow demise of a niche. And even if they do, adaptation is difficult and unyielding to those with all of their eggs are in one basket.
To those who wish to build on their skill set, move forward, create change and make a difference, you've reached your crossing. - Mar 23, 13
For too long in this business, there has been massive confusion on the definition of a "creative." And with it, a refusal to believe that anyone other than a "creative" could actually be creative.
Thanks to companies like Apple, IDEO, and even as of late - Miracle Whip, we've seen brand and product strategies that are not only creative - they're innovative (which is where creativity meets profitability).
But these aforementioned examples are far from the inventors of innovation. In fact, Seth Godin and other marketing leaders have pointed out (on multiple occasions) that the first brand to stand for something...was actually an 18th century potter.For the sake of moving closer to cultural relevance, let's give an example that everyone knows - Mr. Henry Ford."If I had asked people what they wanted, they would have said faster horses."
Ford wasn't a glib, wise-talking "Not so Mayo" ad man. He simply had an idea...to change the game.
Not to take a mediocre product and run an uber-clever campaign, with humor and celebrity personalities. No. His product was his marketing. And it's campaign...a revolution.
His idea, and his thinking (with the exception of the assembly line), look very similar to much of the marketing advice you see today. Here are a few quotes to prove it.
In summary, don't blame your agency for not being "creative" enough. Blame yourself. And your not-so-spectacular, "me-too" product. And agencies...stop limiting your ideas to just clever campaigns.
Help your clients change the game. - Mar 23, 13"Measurement is the key to success."This cliche not only holds true for marketing. And in the digital marketing realm, it reigns supreme.First, know that having robust tools / software to gain web knowledge isn't always necessary. Sure, it helps major corporations and larger businesses really dig-in. But for small and mid-sized companies, there are several easy ways for you to gain this information...for FREE.
- Google Analytics. Currently used by over 50% of the top 10,000 websites in the world, Google Analytics is the simplest and most robust free analytics offering. You can find where your visitors come from, what they do while visiting, and how often they come back, among many other things. But it’s that ease of use that makes it one of the most popular services.
- Yahoo Web Analytics. Yahoo’s similar offering gives more depth. It offers better access control options, simple multi-site analytics, real-time data collection, user behavior and demographics, along with other customized options. And unlike Google, you can import cost of goods data. For those looking to dig a little deeper, it’s a great option.
- Google Website Optimizer. A complex testing service that allows you to rotate segments of content on your website to see which placement converts into the most clicks. Choose what parts you want to test, from headline to images to copy, and run experiments to see what gets the best response. The perfect companion to measurement.
- 4Q Survey. Online survey solution that allows you to understand the “Why” around your visitors. The premise is to learn what people are doing while on your website. A powerful way to learn from customer experiences on your site, answering four key questions: What are users at my website to do? Are they accomplishing it? If not, why not? How satisfied they?
- Facebook Insights. The simplest free offering in terms of analytics for Facebook, providing detailed information about page visits, likes, comments and more. With two different types of Facebook Insights, based around both users and interactions with your content, this is the best and only tool you’ll need if you’re using Facebook content to help Xchange with customers.
- Twitalyzer. The most complete application for measuring impact, engagement and influence on Twitter, this analytics dashboard provides detailed metrics and gives you a higher view of your account’s impact on customers. Based on followers, retweets, replies, engagement in conversation, and more. Simplicity is key here - just look up a username.
You probably won’t use every tool all of the time, but it’s beneficial to know about these options and how they can fit into your digital strategy. And using multiple tools only gives you deeper insight into customers and success rate.To quote Avinash Kaushik, author of Web Analytics 2.0, “The quest for a single tool/source to answer all your questions will ensure that your business will end up in a ditch, and additionally ensure that your career (from the Analyst to the web CMO) will be short-lived.”In short, focus on multiplicity. - Mar 23, 13Recently, I've come across quite a few articles in big industry publications - each discussing why agencies need to be more integrated in their service offerings.
Digital agencies need to be more traditional, and vice versa. If you too have read theories like this one, it's time you unlearn them. Here's why...
Despite being known as the mecca for outside marketing ideas, strategic approaches, media buys, and tactical execution, most of today's marketing firms (advertising, branding, collaborators, innovation partners, idea factories, insert new buzz word here) - do not take their own advice.
In fact, the list of mistakes that agencies make when marketing themselves is so robust that it should have its own encyclopedia. So in order to simplify, we'll only cover the most common.
Digital Marketing is no longer a "niche"
With an endless array of digital agencies in the modern world, which one of them is the best? The answer - none of them.
Perhaps there is an agency that has mastered the online advertising game. Or one who rules the search engine kingdom. Another is perhaps the real "expert" in social media. Somewhere out there, you'll find the "best" shop for website development. But they won't be the best at mobile, email marketing, content strategy, or usability consulting.
Yet none of the above-mentioned players market themselves as such. But why? Wouldn't they tell their client (s) to have the same focus they lack?
You're NOT the best place for all things "ideas"
If you truly believe you are, then you should probably inform people at Apple, Amazon, Google, Facebook, or IDEO. I'm sure they could learn from what you have to say.
Your proprietary workshop, brainstorm approach, or strategic thought process model is not your position. Nor is the award you won. Or the elite agency list you made.
Each is simply a feature. And at the price premium I've seen attached to some of these, there had better be one hell of a benefit to the client.
Instead of trying to make your thought process the differentiator, try making it a shining example of your brand's personality. If you can't determine and clearly communicate the latter, do not pass GO.
If you're not social, you're not digital
Far too many old-school agencies are trying to move into the digital space. They create profiles on Facebook, Twitter, LinkedIn, and so on. And each of them starve to death.
When you create a social presence online, you have to feed it with content. And the content should never be all about yourself. It should be a conversation, which is why no social medium should never be categorized as "media" - it's a network.The Fortune 500 is not your target market
Very few people realize that there is considerable success at the end of honesty.
If you have given big financial firms some big results, then you should have them as your primary target audience - rather than sending your New Biz team to pitch executives in sports, entertainment, or some other industry in which you're nothing more than mediocre.
While there are probably hundreds of mistakes I failed to cover, these represent the most common that I've seen as of late. If I missed one that you feel is equally as common, feel free to add it. - Mar 23, 13Today's consumer is more informed than ever.
Social media, forums, discussion boards, and word-of-mouth grow stronger each day. And while some old-school stratagems and tactics may hook a few buyers in the short run, the brand loyalty that reels them in now demands a completely new approach.
True, not everything works for everybody. But there a few key items that you'll find in the digital "tackle box" of successful modern brands.
The Rod & Reel: Digital Flow Process
"Storytelling" content is increasingly becoming the most effective way to deliver a sales message.
Long-form, "all inclusive" content isn’t dead, and it never will be. The work of enticing a prospect and overcoming her objections takes time.
But with increasingly short attention spans, only desperate buyer is willing to read the traditional long (often tacky and hard selling) message you typically associate with internet marketing.Today's digital strategy works as a flow process,without being too “used car salesman.”It attracts attention, exposes benefits, evokes interest, shows action, conquers objections, and delivers a stirring call to action. And it does all of this while significantly reducing a drop-off in readership.This strategy is much more effective on today's consumer. Why? To quote master copywriter Gary Bencivenga, it's “too valuable to throw away.”The Line: Something Worth SellingIncreasingly, brands are making product design a phase in the marketing process. To the smart marketer, the product is marketing.In one of the best reads of the last decade, Alex Bogusky and John Winsor explain this phenomenon, and why it's so important that businesses "broaden their definition of design."Companies like Amazon and Apple are clear examples of people who listened to this sound advice.The Hook: Call-to-ActionSincerity is great. A powerful message is wonderful. Spending hundreds of hours on a product or service with very little revenue to show for it? Not so great...While the hard-sell technique is intrusive, at least it has the courage to ask for a sale. If your site just talks and talks (and talks) about the product and provides zero calls to action, then you're nothing more than what Sonia Simone refers to as a Kumbaya brand.This concept does not apply strictly to content/copywriting. There are several big-company retail websites that employ promo bins with what appear to be gratuitous imagery of product specials.No button = no call to action = lost revenue.Sure, the brand that has a great product, tells a compelling story, and sincerely cares for the consumer will get orders. But without a call-to-action, it will likely miss even more.The Bait: Relevance - The Right Message.Apple. Target. Mercedes Benz. Sam Adams. Harley Davidson. Burberry. Johnnie Walker. Forever 21. Burberry. Quicksilver. Patagonia.Take a mental snapshot of the typical personwho uses each of these brands. It shouldn't be too hard. Get the point? - Mar 23, 13I have a major bone to pick with my iPod.
Over the past few years, I have amassed an arsenal of diverse music. Some I like, some I hate. And with "Home Sharing," I've noticed an increase in Lady Gaga, Maroon 5, and lame '80s Rock jams from Corey Hart, Bon Jovi, and Def Leppard.
Hey, sometimes you just want to hear "Sunglasses at Night" on a random occasion - which occurs far less than every... 5... songs.
My point?The Playlist Loves MediocrityJust how random is the shuffle? I'm not the first, nor will I be the last, to call Apple out on the shuffle discrepancy between the common and seldom appearing titles. But even worse, the most common tunes in the shuffle are all mediocre at best.So what do I do with these titles? I keep them as a reminder. Here's why...Bad Content is Always More NoticeableI'm proud to say that my mp3 collection houses some of the best songs of all time. It also houses many of my particular all-time favorites, regardless of overall popularity. But when they play during the shuffle, I seldom notice.What I do notice, and very often, are the mediocre-to-bad tunes. Why? Because, like your brand's content, the iTunes playlist is only as good as its worst song.How to Create a Killer PlaylistAvoid shipping mediocre content. Rather than creating content, products, and services for creation's sake, build anticipation and ship only when it's good. When it connects.While content is bigger than ever before, it's by no means king. Content worth spreading...is.Ship often. But not so often that your shipments lose their value.
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