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Marketing teams often feel like they have slammed into a brick wall when it comes to developing lead-generation strategies that are successful across multiple channels and have long-term effectiveness. In other words, they often find that what works on one platform does not work on another, and strategies that attract attention today become strategies that get ignored tomorrow.
By now you must have heard about the infamous Fred Algo update. If you haven’t, here’s a quick summary of pertinent facts and our recommendations. Name: Fred Algo Update. Why is is called that? : Google’s Gary Illyes, jokingly suggested that all updates be named “Fred.” from now on. The SEO community agreed and there you go. Who does it affect? : It is not fully agreed yet.
Digital advertising is an exciting field because of the technology and innovation behind it. Yet in spite of the possibilities it offers, it’s become formulaic: it’s a cycle of segmentation, blasting, and performance attribution. You then tweak the reach and frequency of campaigns, rinse, and repeat. At first blush, this segment-blast-measure approach works fine.
Some brands excel at telling the real life stories of their customers via documentary short films. American Express is one such brand. 2 years ago they produced a film about the nearly 70 million Americans locked out of traditional financial services. The aim? to spark a movement for hope and change.
Companies generally want to develop products or services that have a high demand, as this approach improves the odds of significant sales. Subsequently, marketers for most organizations focus their research on what the majority of a given population appears to want or need. When it comes to supporting innovation and keeping businesses moving forward, however, businesses might ...
When you think of Aston Martin, what comes to mind? For me, it’s James Bond and all the exciting car chases. It’s probably what comes to your mind also? But, beyond the James Bond association, the Aston Martin story is actually just as interesting. According to their website: A RICH AND PRESTIGIOUS HERITAGE DEFINES ASTON MARTIN AS SOMETHING TRULY UNIQUE WITHIN AUTOMOTIVE HISTORY.
In a previous post I wrote about the 7 archetypal plots used by brands to tell stories that capture our hearts, minds and imagination. Here’s how Dominos used the Rebirth plot to rebound their brand from failure to glory literally overnight. In the years leading up to 2009 Dominos was facing a product quality crisis with wide-spread criticism about the taste of their pizza.
I recently watched the launch of PowerWall by Elon Musk; and while he’s not quite Steve Jobs, he does use the same storied approach to product launches. Watch his launch of #PowerWall and if, like me, your business relies on constant new business pitches to grow or if you’re an entrepreneur trying to secure funding or want to launch a product, learn how Elon brilliantly get ...
Back in November 2015, and during UAE Innovation Week, I presented about the future of search. One of the areas I covered was Google’s “RankBrain“. Google has confirmed that RankBrain is one of the top three ranking factors for search engine results placement. The first and second most important, not in order, are content and links.
The VW “Lemon” and “Think Small” ads are icons of the late 50s. Created by Bill Bernbach‘s BBD ad agency, they revolutionized advertising copy and laid out the early foundations for brand storytelling through engaging narrative and brand persona development. WHAT IS BRAND PERSONA? A brand is not just a name and a logo.
“What keeps your customers up at night?” One of the most important concepts in b2b marketing is empathy, without it, your story will not resonate with the intended audience; and if the story doesn’t resonate, you might as well not tell it. “What keeps your customers up at night?” This is the question I often ask my clients, especially in the b2b space.
I was recently interviewed by the brilliant Lianne Picot on her Story Powered Radio Show on Voice America. The topic was one that is near and dear to my heart; Content Marketing, and how Brand Storytelling fits in. The interview kicked of with my own personal story, one that I’ve been hesitant to elaborate on before, but did so live on her show.
Yesterday, I had the pleasure of running an eBiz Connect social media marketing workshop in Dubai. The event was organized and hosted by the Telecommunications Regulatory Authority (TRA) at their premises in Al Waheeda street. Attendance was high ...