280 characters will sink Twitter. That’s 140 more then they have now, but it’s not the doubling of characters allowed that will sink them, it’s the straying from their unique selling proposition that will. At its core, Twitter forced brevity. And in forcing brevity, Twitter ensured that all messages pushed out COULD be seen by all who followed. “Could” is the operative … [Read more...]
Distribution disruption: Marketing lessons from Amazon and Whole Foods
This morning Amazon announced the acquisition of Whole Foods – likely THE MOST disruptive marketing industry news of the year. Frankly, despite trying to refrain from using this word in my vocabulary these days, this news is HUGE. First the facts: Amazon has purchased Whole Foods, a chain specializing in natural and organic foods in Canada, the US and the UK, for $13.7 … [Read more...]
Produce content that sings solo. Don’t just join the chorus
Let’s be honest. Producing regular original content is hard. You’re forced to wear many hats – creative director, writer, editor, and even project manager. And you’ve likely thought to yourself, is all the time to product content and pump it out on social media actually worth it? There’s tons of good information out there. Am I just joining the chorus with more of the … [Read more...]
Pitching media in the age of native advertising and sponsored content
Two weeks ago I did an article on how the traditional published news landscape is changing with the emergence of online only news providers. I looked at how the readership and growth of online was shifting the way earned media was accessed, in particular how it all relates to native advertising and “pay to play editorial.” I have had lots of engagement both online and off over … [Read more...]
Earned media versus “going native” in the age of “snack and share” news
Knowing how to earn media, and how and when to “pay to play” in this new "snack and share" mobile news model, is going to be critically important for marketers and public relations people. This week I look at how things are changing, trends and numbers, what publishers look for in terms of sharable earned media content, and what native advertising actually is, and how it is … [Read more...]
