I think most marketers today have a puppy problem. Everyone
loves a puppy – they're fun, cute and playful. Just look at the above picture of Asher (aka, the world’s cutest dog).
I had the opportunity to puppy-sit Asher, and he actually
taught me a lot about marketing. I would pull out a toy and he would get
super-excited. I could almost hear him say, "OMG!!!! That's my favorite
toy! I love it, I love it, I love it!" Different toy, same reaction:
"OMG!!!! That's my favorite toy! I love it, I love it, I love it!"
Too many marketers have this puppy problem. So often, we
miss the big basics because we’re chasing the next trend – Pinterest, Vine,
Reddit, etc. For CMOs, this can mean getting seriously off-task, wasting time
and, potentially, your company’s money. So what’s really important for CMOs
when it comes to technology?
1. Know your audience.
Women are more likely to use Pinterest. Instagram has a
younger audience. It's simple: different audiences use online tools differently.
Find out where your customers are and start there. Quantcast.com has a lot
of great tools that provide demographic information about visitors to specific
websites (the image below shows such data for Facebook users).
Or take a look at how visitors are getting to your website using Google
Analytics. If you're more likely to get a sale from Facebook than Twitter, it's
a no-brainer to spend more time with Facebook. But you should also do it the
old-fashioned way: talk to your customers. If you have a brick and mortar
store, ask people that come in. If you have an email list, send out a small
2. Test, measure and adjust.
This should seem obvious, but it's VERY often overlooked. I've
met with several clients who were enthusiastically trying out QR Codes, without
implementing any way to evaluate their effectiveness. You can track traffic from
QR codes (and Facebook ads, digital ads, etc.), using Google's URL builder.
In the trite but true category: Keep It Simple, Stupid! Just
because technology can be complicated, doesn't mean that it should be. Too
often, brands try and accomplish too many goals with one campaign or
initiative. Focus on one main goal, instead of having a convoluted campaign
that no one can follow.
4. Do something!
The most successful CMOs are the ones that can identify
long-term trends, such as social media and mobile, experiment personally (for
example, don't expect massive results from Pinterest if you don't have an
account set up for yourself) and test professionally.
When it comes to marketing technology, no one wants to be left behind, which makes it easy to be puppy-like -- and ultimately unproductive -- in how we approach the many tools out there. You can avoid chasing your tail by remembering the Big Basics:
I had the opportunity to speak at the UNT PRSSA’s meeting last night in Denton (they’re a very fun and bright group of students who are about to hit the job market *wink wink employers*), and thought I’d share a few of the talking points with other prospective graduates.
1. Do your research
This goes for anyone in the industry, not just jobseekers. The key to success as an ad pro or employee is knowing people. Do whatever it takes to understand who you’re selling your product, service, or self to.
2. Don’t be that guy (or girl)
Nobody likes the embarrassing co-worker who tells weekend stories too loudly. Similarly, nobody wants to hire a “frat bro” with the ol’ shirtless beer chugging Facebook profile picture.
3. Don’t stop learning
You’ll soon find that your formal education leaves you unequipped to manage the day-to-day changes of the marketing world. Keep up with blogs like Mashable, TechCrunch, Buzzfeed, follow the news (both global and local), and you just may want to keep up with those Kardashians so you actually hold conversations with the highly intellectual people around you.
Do what you have to in order to get the job done for a client, employer, teammate, etc. If that means making copies, cleaning the fridge, or videotaping a someone else’s child’s ballet recital... do it. Don’t forget to smile the entire way through, because guess what - everyone’s watching.
5. Everyone loves a good story (and to tell their own)
Not only is this extremely relevant in the advertising world (Facebook’s transition to the Timeline layout is an excellent example), but in our personal lives. Asking other people about themselves is the most successful way to make them like you. Fact. Make sure you have an interesting story to tell too, which leads me to our final point...
6. Be memorable
Whether it’s in a campaign you’re designing, an interview you’ve landed, or a conference you’re attending, make them remember you (in a positive way). Being different isn’t always bad, and being loud isn’t always good. Find a part of you that is important and unique, then build your brand around it.
Have questions about post-grad life or career goals and expectations? We’ve got plenty of Bs who’d love to help you out! Give us a shout in the comments below, or shoot me an email personally at firstname.lastname@example.org. Good luck!
Is your website easy come, easy go? You may have optimized
your site to get great organic search engine results – and lots of visitors –
but if people don’t like what they see when they get there, they’ll bail. The bounce
rate indicates how often that happens by giving you the percentage of visitors
who view only a single page of your site before leaving. Deflate your bounce
rate by making sure you have valuable, relevant content that encourages
visitors to stick around – and keeps them coming back for more.
AdWords is Google’s paid search advertising program. Through
AdWords, you identify keywords that describe what you’re selling, then
write short text ads that include those keywords. When people search using
those keywords, your ads show up in the paid ad section on the search engine
results page. With AdWords, you bid on keywords to determine the placement of
your ad (versus your competitors’ ads) and how much you’ll have to pay when
people click on it.
Think of local search like you would the yellow pages – only
without those annoying tissue-thin pages. While you want to make sure you
include geographic information so that your site shows up in organic searches,
you also need to pay attention to local search engines like Google Places. Local
search engines automatically create listings, but it’s up to you to “own” your
business and add as much detail as possible. Things like photos, hours of
operation, even videos will all help you show up higher in the directory
If you boiled the web down to one simple imperative, it
would be, “Help people find what they’re looking for.” That’s certainly what
search engines are intended to do. But once you land on a website, the same
rule applies. And that’s where Information Architecture comes in. It’s the art and
science of organizing a website’s information in ways that make sense to most
people, always keeping in mind a site’s goals and its users’ needs. Good information architecture can mean better
site engagement, improved search engine optimization and higher conversion
In the simplest terms, conversions happen when your Internet
marketing gets people to do what you want them to do, such as make an online
purchase, “like” your Facebook page or sign up for an email newsletter. What
counts as a conversion is up to the marketer, but it’s usually something that
will generate revenue. This can be short-term – someone clicks on a paid
search ad and immediately buys the product through an e-commerce site. But
it can also be more long-term – when someone downloads a white paper, they’re
usually added to an email database and can be marketed to further.
Think of rich media as web banners on steroids. While your
basic banner ad will generally have one way you can interact with it – click
and be sent to a web page – rich media ads offer a much higher level of interactivity.
They are often expandable to include more content and can feature audio and video
clips, contact forms, even click-to-call functionality. Rich media ads can be
highly engaging and are a good way to cut through the clutter, plus they can
offer sophisticated tracking and measurement tools so you see exactly how
people are interacting with your ads.
Pay-per-click (PPC) refers to those paid ads you see at the
top and to the right of search engine results pages. In PPC campaigns,
advertisers usually bid on relevant keywords to get their ads served to
people searching with those words. The more popular a keyword or keyword
phrase, the higher the cost. The advertiser only pays when a user clicks on the
ad. PPC is a quick way to get your brand in front of users (as opposed to SEO,
which can take time to build).
Everyone wants their website to rank number one in search
engine results. But to even get close you’ve got to find that intersection of
what your company offers and what people are looking for. That’s where keywords
come in. These are the terms that you weave throughout your content so that
search engines will deliver your site to users who are searching for those
terms. There’s definitely an art to it – most search engines have a
sophisticated proprietary algorithm that determines search engine results, so
you can’t just include certain terms over and over. In fact, so-called “keyword
stuffing” will get you banned from Google and the like, so be careful. Keywords
also play a prominent role in pay-per-click advertising.