You’ve have no doubt heard something of the latest Facebook announcement that will significantly change the algorithms in how content is delivered to your feed. The changes are being made in the face of two threats to their business model. They need to respond to fake news being spread on their platform with the use of highly sophisticated bots, in addition to just plain … [Read more...]
How media amplifies a message: H&Ms Coolest Monkey PR fiasco
This week H&M learned that racism and marketing don’t go well together. Fueled by the ever-increasing views that only the combination of traditional and online media along with amplification of social media could provide, the brand has become mired in a slew of bad publicity. Earlier this week, H&M was forced to apologize and order a mass withdrawal of stock after … [Read more...]
Build your audience first, then create your product
Howard Schultz, the founder of Starbucks, created the notion of “the third place.” The third place wasn’t work and it wasn’t home, but it was a place where you could simply relax with a coffee or engage in a meeting outside the office. This week we’re going to consider a “third way” of approaching marketing. As Shultz did, I’d like to propose that the third way, is the way of … [Read more...]
Driving your website with solid metrics and measurement
Back in the day I used to own a 1977 Monte Carlo. It was “light buckskin” and had been my Mom’s car, a pretty hot ride in its day. In fact it’s what I originally drove west with all my worldly possessions in tow, when I moved to Vancouver in 1987. An 8-cylinder gas-guzzler with swivel bucket seats, it went like the clappers, and was fueled as much on a hope and a prayer, as it … [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...]
