Ubisoft ‘Exploits’ Your Online Profile To Tout New Game

ubisoft_dogs If you've ever taken a moment to sit down and give long, hard thought to all the information you've placed in the cloud since the dawn of the internet, you'd probably end up like one of those mental patients in American Horror Story Asylum. It's kind of scary the trust we place in the intertubes. Perhaps as a reminder to this and, of course, to promote their new Watch Dogs game, Ubisoft is out with DigitalShadow, a site that scrapes your publicly available information from Facebook, the US Census Bureau and the Bureau of Labor and Statistics to paint a true picture of who you are, who y [...]


Reading Keywords’ Future In Interactive Marketing

shutterstock_120330325-crystalball If you think keywords have any place in the next-generation, digital marketing world, you’d be mistaken. If you haven’t taken notice of recent announcements about keyword restrictions, you really should take a minute or two and have a look. Right now, Google is moving away from providing third parties with the depth of data it once did. With the change, advertisers will be more dependent on Google itself for data. The once laughed off “never gonna happen to search ads” comparison to organic Not Provided is suddenly less funny. As is often the case, search marketers focus on wh [...]


You Need More Than Just Google Analytics To Succeed Online

analytics-featured If you want your online business and campaigns to succeed, Google Analytics will not meet all of your measurement needs. That may seem like crazy thinking because GA has a huge array of capabilities. However, there are many areas where we have better tools for understanding visitor behavior such as interaction, user sentiment and impact from change. Without using these tools to gain insight, you will not be as successful as you can be. So, if GA isn't enough, where do we turn for gaining the insights we need into visitor behavior? I wish there was a single tool with everything ne [...]


What Is Your Content Marketing Aiming For? 5 Goals To Consider

content-shutterstock As the online content marketing trend continues to rise, businesses are spending increasing levels of time and money on it. A third of B2B marketing budgets already are spent on content marketing, and more than half of B2B marketers say they plan to ratchet that up. Data from the Content Marketing Institute show that certain techniques work almost universally. These include: Case studies: 64 percent effective Webinars: 61 percent effective Blogs: 59 percent effective Video: 58 percent effective eNewsletters: 58 percent effective Whitepapers: 57 percent effective eBooks: 55 p [...]


Health Org’s Creative Social Experiment Proves Smoking Is Ugly

tinder_smoking_hot_600 Ah, Tinder. That Hot or Not-ish site on which those who care only about looks can seek intimacy with others who only care about looks. It's the way of things these days. After all, who really cares what a person is actually like when that gets in the way of the simplicity of a dating app like Tinder? But, perhaps proving that looks aren't entirely everything -- even on Tinder -- the Action on Smoking & Health organization is out with a campaign entitled Smoking Hot which aims to determine whether or not smokers are seen as less attractive than non-smokers. To prove the point, ASH [...]


Marketing Apps: Where Media, Messages & Mechanisms Converge

Media, Messages, and Mechanisms One of the overarching trends in our industry is that marketing is shifting from being in the business of delivering communications -- advertisements and content -- to being in the business of delivering customer experiences. It's not just what we say. It's what prospects and customers experience when they connect with us, in digital channels and in the physical world. This is one of the seven meta-trends that I covered recently in my book, A New Brand of Marketing. It's possibly the most transformative of all the changes that are rippling through our profession, because it fundamentally [...]


Content Marketing Haters Gonna Hate (And Why They’re Wrong)

content_shutterstock_93818854 When something gets big enough to attract a great deal of media coverage and conversation, it's inevitable that not all the attention will be positive. Take Justin Bieber. Or Miley Cyrus. Both have detractors as vocal and as passionate as their fans. Content marketing is certainly no teen idol, but as interest in the topic continues to hockey stick up the charts, the naysayers are coming out in force. Now, I can be as contrarian as the next guy, but I have yet to see a cogent, well-reasoned argument against content marketing. Instead, detracting arguments seem to be ill-conceived, knee-j [...]


‘World’s Toughest Job’ Applicants Pranked With Heartfelt Reveal

worlds_toughest_job We've seen our fair share of job interview spoofs and we've seen our fair share of salutes of the moms of the world. And as Mother's Day approaches May 11, we can expect to see a lot more. But we don't recall ever seeing a mashup of the job interview spoof and pro-mom campaigns. Well, now we have. Mullen Boston crafted a campaign entitled World's Toughest Job for American Greetings' CardStore that launched with a fake job listing which included a list of stringent requirements: Constant exertion Continuous standing Work 135 hours per week No breaks No vacations Increas [...]


How Estimated Reading Times Increase Engagement With Content

clock-time-600 How much time does the average adult in the United States spend with digital media every day? According to an August 2013 estimate by eMarketer: 5 hours and 16 minutes. Calculated another way, that's 316 minutes per day. How many of those 316 minutes do they spend reading your content? Estimated Online Reading Time Basic website analytics can give you an idea with time-on-site and bounce rate metrics. A more sophisticated analytics implementation could tell you exactly how far down on the page your readers get, and how long it takes them to get there. But, if you just tell readers [...]


CMOs, Keep Your Company On Track And Avoid “Communication Debt”

Branding It happens. We get busy and all of a sudden we realize that the words we've been using to talk about our products or brand internally weren't quite right and somehow made it up on the website, into our marketing material and ultimately into the minds of our consumers. This is communication debt, and it's a scary thing. Most of the marketers (and definitely all of the startup lovers) reading this are familiar with the concept of "technical debt," which refers to "the eventual consequences of poor software architecture and software development within a codebase." It's particularly dange [...]


AMC’s Mad Men Gets Don-O-Mite Blaxploitation Treatment

Don-O-Mite If only to have a little bit of fun with this weekend's return of AMC's Mad Men, New York-based Leroy & Clarkson, an agency which touts itself as the "we are the whatever-you-need-to-do-with-your-brand-we-can-do-it agency," has given us Don-O-Mite. Don-O-Mite is a full-on blaxploitation take on the series which has captivated the ad community -- and the rest of the world -- for the past 6 years. In the video we meet a man who works for Jackson, Johnson, Washington and White, the worst agency on Madison Avenue which our man has promised to save...in exchange for getting out of pri [...]


Conversion Optimization: Measuring Usability In The User Experience (UX) – Part 1

usability-components Here is the scenario: I am speaking at a conference about the 7 Facets of the User/Searcher Experience. Whenever I can, I try to provide case studies and usability test results to help illustrate each facet. Inevitably, there is somebody in the audience that stereotypes search engine optimization (SEO) professionals. What could an SEO possibly know about the user experience? From my perspective, usability is at the top of my UX list. Findability is intricately intertwined with usability. People can't use what they can't find. Through field studies and multiple usability tests, I learned [...]


Fashion Brand Leverages MySpace Angle Selfie To Sell Cosmetics

avene_selfie Did you know the word "selfie" has been added to the Oxford Dictionary? And not because Ellen Degeneres took that selfie at the Oscars or because President Obama took one or even because the Pope did. Nope. It's in there because billions of people all over the world have been doing so since the advent of the camera phone and even before. Leveraging that phenomenon, French cosmetic brand Avene launched its Avene Selfie campaign in China, the brand's biggest overseas market. It chose China because on an insight they discovered: Chinese women pose the exact same way every time they take a [...]


Native Mobile Apps May Dominate Now, But The Mobile Web Will Endure

Time spent with apps If you’re lucky enough to be a huge brand marketer with unlimited budgets, what I’m about to say probably doesn’t apply to you. You have the good fortune to focus on providing not only a phenomenal mobile website experience, but a great experience in mobile apps, as well. Not or, but and, as it should be. So, you can feel free to use the contact info below to discuss how to take your campaigns to the next level and stop reading this column. For the other 99% of us, the recent announcement by app analytics provider Flurry that users are still spending more time in apps than the mo [...]


3 Pinterest Tips That Will Make You Better At Your Job

Pinterest Search Results Demonstrate Trends Party Ideas For Boys I've always felt bad for those folks whose offices block the use of Facebook and other social networks! I'm a manager myself, so I get it -- you don't want your employees wasting their time scanning Facebook for the latest from their not-so-closest-friends or shopping for nail polish on Pinterest. But I've always thought that blocking the use of social media ultimately just makes your employees want to use it even more, thus distracting them and having a negative impact on productivity. Of course, as a digital marketer, access to social media is absolutely necessary to my job, so I'll ne [...]


Anti-Bullying Video Gets Shorter With Each Share

share_it_to_end_it To call attention to bullying, the Singapore Coalition Against Bullying for Children and Youth has released a video that gets shorter each time you view it. The black and white animated video, hosted on a site called Share It To The End, depicts a boy getting bullied at school and telling us he always feels alone and doesn't feel safe anywhere. On the site which hosts the video (it's not on YouTube and can't be embedded), viewers are encouraged to share the video on Facebook. Each time the video is shared, it gets a bit shorter. The original video is just under two minutes long an [...]


3 Tips to Get Your Affiliate Network Working For You

shutterstock_171989792-gears-work Times are tough for affiliates. In February 2014, the affiliate channel accounted for only 7% of e-commerce transactions -- down from 9% in February 2013, and a drop in the bucket compared to major e-commerce traffic sources like organic search (24%), paid search (19%), and email (18%). The above figures come from The Custora Pulse, a free US e-commerce industry benchmark, aggregating transaction and customer data from over 100 US e-commerce retailers, developed and updated by e-commerce marketing analytics company Custora (disclosure: my employer). But don't go feeling bad for affili [...]


Content Marketers, Kill The Blog Category

GUN_shutterstock_126668459 Plato said Socrates thought very little of the then-newfangled objects that were books, arguing that the written word impinged upon man's ability to remember and to think. In the early 60s, Marshall McCluhan went on to write about "media determinism," an idea suggesting that our communications technologies shape the way we think. Anyone who has ever written out a manuscript with pen and ink will be able to attest to the notion that how we write with various tools is fundamentally different. Blog Post Categories It's understandable that when blogs were devised, the various blog posts were [...]


Thai Life Insurance Ad Celebrates Beauty of Life

thai_life_insirance It doesn't happen very often but sometimes -- every once in a while -- advertising is awesome. Awesome in ways that make you jump for joy. Awesome in ways that make you angry. Awesome in ways that make you cry. But most of all, awesome in ways that give you hope there is, well, hope for the human race. About a year ago, Ogilvy & Mather Bangkok created a three minute video for Thai Life Insurance. The video told the story of a girl and her deaf mute father. It's hard enough for a teenager to get along with a parent even when they are "normal" but add in any notion of "different" and [...]


­How To Succeed With Content Marketing In Organic Search

young woman preso_shutterstock_176222933 Say you have a presentation with a very powerful message about the mission of your brand. You're qualified to speak on the subject matter because you live and breathe it -- and your audience cares, because what you do makes a difference in their lives. Your goal is to get this message in front of as many people as you can. So you sign up to talk at professional organizations, networking events, industry conferences, small groups of decision-makers and so on. After years of giving this presentation, you realize that there's one particular group of people who represent the most opportunity [...]


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