How To Be The #1 Trending Hashtag On Twitter: Lessons From Nat Geo’s #KillingKennedy Campaign

nat-geo-twitter-featured The National Geographic Channel regularly uses both organic and paid campaigns to engage audiences on Twitter. For its film, Killing Kennedy, timed to premier the week before the 50th anniversary of the assassination of JFK, Nat Geo wanted to make a big impact on Twitter to build excitement and drive viewership. Armed with Twitter-savvy celebrities and a wealth of visual assets, the team employed Twitter TV ad targeting for the first time to reach beyond its follower base of just over 520 thousand followers. Nat Geo and its agency Mediahub/Mullen encouraged the cast -- including stars Ro [...]


Keeping The Holiday Drill In Check: How To Plan Rather Than React

holidays-christmas-featured It's that time of year. Once again, we are awash in holiday projections -- and with those projections come seasonally specific recommendations for marketers. This includes everything from capitalizing on mobile's first true holiday to investing more in programmatic as that trend ramp steepens into 2014. Assuming you are more dexterous than you were this time last year (which most of us are), the seasonal imperative suggests you raise the bar on testing offers and calls-to-action. But, rather than enter into a seasonal frenzy which you may or may not be able to sustain, or which may not h [...]


How To Keep Leads From Getting Stuck In The Middle Of The Sales Funnel

lead generation Did you know that a whopping 79 percent of leads never convert? 79 percent! That is 4/5ths of your potential revenue down the drain. All that money and effort spent generating those leads? Also down the drain. That should be a wakeup call: the industry at large needs to reexamine how it approaches lead generation to reduce that waste and boost actual conversions. As most marketers know, generating leads is relatively easy. Hundreds of quality leads can be drummed up with trade shows, search campaigns or content syndication. But then what? That 79 percent of non-converting leads often [...]


How To Conquer The Age-Old Marketing Buy-In Challenge

boat We've all been there. We have the big idea. We are sure that if we just created it and launched it, this marketing campaign could make a huge difference for the company. We've done the research, we've built the spec, and we've got the rest of the marketing team stoked to give it a try. No easy feat, for sure. But then the rest of the company hears about it. Eyebrows rise. Arms cross. People get worried and -- BAM -- bye, bye big idea. It happens all too often, particularly for those marketers trying to shake things up. The bigger the wave you hope to make, the more critical it is that yo [...]


5 Ways To Be More Transparent In Your Marketing

strategy We all understand the importance of transparency -- this past year alone, we've seen the titans of tech have transparency wars, and Google itself has committed to transparency as a core value. At this point, companies know they need to be honest to build trust with consumers and, hopefully, that translates into brand loyalty. But why, if it's so important, do so many marketers fail to invest in transparency? There are a lot of excuses for keeping your cards close to your chest. Some include fear of losing control of the story, not having the time or resources to invest, or simply not feelin [...]


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