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27 LinkedIn Social Media Marketing Tactics

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In 2010 when LinkedIn finally launched company pages, I wrote a breakdown of all the things you could do with your page in the column, “Set Up Your New LinkedIn Company Page.” A lot has changed since then and the list of free and paid marketing and media opportunities on LinkedIn has grown significantly.

So with the help of Sarah Mitus (one of our agency’s social media specialists who helped with the research and images for this column) we are going to share an update and breakdown of all the things we think you can do to promote your business or brand on LinkedIn. Of course if we left something out please comment and let us know! We have broken down the tactics and features into free and paid categories that businesses (or their advocates) can use to promote their brands, products, and services.

Gap Global CMO: Marketing ‘More Honest’ Than Journalism

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Gap Global Chief Marketing Officer Seth Farbman contends that marketers are “more honest” and transparent than journalists.

“In journalism, I always had the sense that I was creating information, but the real purpose of that information was to sell something – to sell newspapers and ad space,” he said today during a question-and-answer session during the Ad Age Digital Conference in New York.

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Big Data – What Marketers Need to Know

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The term “big data” is used to describe datasets so large that they become challenging to work with using traditional data management software. New technologies make managing and analyzing big data easier and more cost effective than ever before, and this shift is changing the very nature of marketing. In fact, IT industry analyst firm Forrester reports that marketing departments now drive more than 45 percent of big data initiatives. Let’s consider the implications:

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4 Mobile Trends to Watch

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As a marketing professional, I spend a lot of time learning and educating on digital trends. With the current rate of growth, mobile marketing has been one of the most exciting to monitor. The data on user adoption is changing almost daily, with consumers actively changing the way they consume, share, and publish. To keep up with these changes, brands and media companies are regularly making advancements that impact our industry. For this column, I spent some time with my agency’s mobile strategy team to define the top four current trends.

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Think Globally, Act Mobile-ly

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The rise of the mobile Internet is a worldwide phenomenon with distinct local manifestations. Significant differences from country to country argue against imposing a monolithic, global approach to mobile media – tactics or practices that work well in one market may not prove optimal in others. However, there is much to gain from comparing the evolution of mobile in different markets and from cooperating and sharing information across countries. With that in mind, last year the Interactive Advertising Bureau (where I work) established the mobile committee-global.

Think Globally, Act Mobile-ly

ClickZ

The rise of the mobile Internet is a worldwide phenomenon with distinct local manifestations. Significant differences from country to country argue against imposing a monolithic, global approach to mobile media – tactics or practices that work well in one market may not prove optimal in others. However, there is much to gain from comparing the evolution of mobile in different markets and from cooperating and sharing information across countries. With that in mind, last year the Interactive Advertising Bureau (where I work) established the mobile committee-global.

The Rise of the Internal Marketing Agency

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It can’t be denied that digital marketing is an extremely diverse and broad field these days, with specialist agencies popping up all the time to service this or that marketing niche. Maybe it’s just SEO or social media they do, or perhaps they will simply offer services within a particular market sector such as travel. Then of course you have the big players who can cover just about every conceivable sector of not only digital marketing but also the traditional side of things too.

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5 Signs Your Marketing Strategy Is Outdated

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The online marketing world moves fast, and sometimes it can be too easy to maintain the status quo in your strategy and analysis techniques. Here are five common ways that companies aren’t up-to-date on the best practices in online marketing:

1. You’re not integrated between platforms…

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Natural Born Clickers

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In 2009, comScore and Starcom produced a joint study of clickers that concluded 8 percent of the Internet audience is responsible for 85 percent of the clicks.

This report elicits an examination of your frequent clickers and whether they are the audience your brand is looking to reach. This is fundamentally important to consider before selecting click-through rate (CTR) as a campaign metric.

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Tablets Transform Behaviors Both at Home and at Work

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We all know about the rising tide of tablet purchases fueled by the recent release of the Apple iPad 3 and the multichannel surfing behaviors that consumers display now that they’re armed with a portable, convenient consumption device. It appears to be a bigger and more transformative shift than just the consumer world of surfing, chatting, and shopping, though. Tablets are also changing the business world.

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