Archive for the 'The Art and Science of Marketing' Category
"Google announced, in an email from Google Ads sent to some advertisers on Thursday, that it will handle 'campaigns, so you can focus on your business.'”
"Automation is increasingly an area of focus for Google, slowly taking the responsibility from the advertiser and agency.
"In this case, the initiative is part automation and part human intervention. Google will bring in “Google Ads experts” to manage campaigns."
"Buy online, pick-up in store is often heralded as the future of retail: Customers shopping on their own terms, as efficiently as possible. But it might end up being a bigger lift than expected for retail stores."
"Getting on to every single social media platform (and there are a lot these days!) can distract and disengage your followers," writes Kara Perez (photo, left).
"Social media is free marketing, but only if done well. If you’re creating bad content, or irrelevant content just to have something for a specific platform, you’ll isolate readers."
"Paying college students to push products is nothing new for companies. The exuberant undergraduate wearing a Nike cap and giving out samples is as common on American campuses as football fans tailgating at homecoming," writes Claire Ballentine (photo, left) in an article at NYTimes.com.
"But now, like so much in the advertising world, the big action is online. As students return to campuses, they’re constantly checking their Instagram, Snapchat and other social media accounts — so companies are turning to many of them to promote products right alongside photos of family, friends and the new puppy."
"If good brands don't communicate exactly what the company does up front, they quickly make themselves synonymous with those products or services. Geico, for example, immediately triggers the thought of "insurance." The brand is so strong, they've even tied a gecko to the notion of insurance."
"Weak brands, on the other hand, are forgettable and seemingly unrelated to the company's mission. If people you know are constantly asking "what is it you do again?" you have failed to establish a strong brand. Part of the problem here is disseminating your message, but you have to work the advertising to properly build your brand. Otherwise, it's just wasted dollars."