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Tag Archive: social media marketing

How Facebook Rips Off Businesses

Looking through some of my most recent articles on Sensei’s blog, one would think I’m on some mission to malign all social networks. Over the last two weeks I’ve questioned Instagram’s new advertising platform in one post and the questionable use of “influencers” by brands on that same network in another.  It wasn’t that long ago that…

Time To Convert Your Social Engagement Into a Sales Funnel?

We’ve all heard the analogy of social media acting like a megaphone, digitally amplifying your voice to a large crowd. While this is technically correct, amplification  no longer the end-goal of social media marketing.  Well, at least it shouldn’t be. When we were first introduced to “Web 2.0,” marketers were excited about the fact that technology would…

The Flip Side of Social Media: Servicing Customer Expectations

Blogs, Facebook, Twitter, Instagram, Tumblr, Quora, LinkedIn….businesses are pushing harder and harder at engaging customers across multiple digital channels and social networks, each experiencing varied levels of success. It’s that success that I wish to discuss today. When asked what is social media success, most will give you the typical soft metrics including follower count, number of…

Social Media May Not Be Helping Your Business

Social media was heralded as the greatest thing to happen to brand marketing since, well, since ever. Consumer-generated advocacy and publicity, direct conversations with customers and advocates, and free advertising through YouTube and other social networking sites were supposed to turn garage-based businesses into mega-conglomerates and save businesses tens of thousands in marketing costs. Yeah, right. Social…

Your Business Doesn’t Need A Facebook Page

I’ll start this post with the disclaimer that the title may be a little misleading. This article won’t argue that businesses can’t benefit from Facebook pages but it won’t kneel at the altar of Zuckerberg either.  The goal here is to shed some light on misconceptions generated by “social media gurus” about the importance of Facebook pages…

Your Blog Should Not Require A Topic Generator

I started blogging more than ten years ago. During this time, the reason I blogged – and the focus of those blogs – have varied based on my personal experiences and situations. It began with a small blog that shared my personal views on business and morphed into a corporate blog dedicated to starting debates on specific marketing…

Social Media Has Killed Consumer Trust

“People trust people, not brand advertising.” For the last few years, marketing analysts and social media marketers have been sharing copious studies and statistics which reiterate that sentiment. They give credit to social media for this new reality and point to the “wisdom of crowds” effect, which references the observation that people tend to believe what the…

Happy Customers + Smart Phones = Increased Sales

How many of your customers are using their mobile device appendages to capture photos? A study conducted by Edelman and Shutterfly this year reports that 81% of US photo-takers (people who have taken at least 10 digital photos in the three months prior to polling) have done so using their smart phones. Consider the fact that at…

Customer Acquisition Lessons From the Auto Industry

According to a recent study conducted by the Interactive Advertising Bureau (IAB), 96 percent of consumers research online before making a large purchase, especially when considering a new car.  And the auto industry has taken notice, embracing digital and social platforms better than most of their colleagues in other industries. However, there’s nothing new in reporting the…

Planned Spontaneity: Twitter’s New Advertising Program

AdAge conducted an interview with Ross Hoffman, Twitter’s director of brand strategy, that revealed the social network’s plans to, well, plan social engagement spontaneity.  A program called Hatch is a new initiative within Twitter’s ad team, which is essentially a stable of marketers that work with brand advertisers to plan ad campaigns months in advance of major…

Ikea Targets Millennials, Combines Sitcom and Reality TV Themes

Forsman & Bodenfors, Ikea’s Swedish agency, has turned to boxed themes to support the distribution of the retail giant’s latest catalogue (pun intended). However, like the popular Ikea Hacks generated by its loyal fans, Ikea’s new marketing effort has combined standard reality TV and sitcom themes to create innovative and captivating YouTube videos targeting Millennials. Here’s the…

Johnson’s Baby Capitalizes on Prince George’s Birthday – Real-Time Marketing

We’ve been discussing the pitfalls of real-time content marketing here on the Sensei blog lately. Frequently, the issues reported revolve around the “need for speed” or the marketing team’s insistence on emulating successful campaigns by other brands that have capitalized on trending news/social topics. More often than not these campaigns have failed to deliver the intended result….

Vote: Should Brands Use YouTube Hoaxes In Marketing Mix?

Earlier this week, Lake Ontario (the greatest of the Great Lakes in my opinion – sorry Lake Superior) made international headlines when a man posted a cell phone video on YouTube of him and his buddies fishing along its shores. What made the video remarkable, and thus go viral, is the fact that the videographer caught a…

Opinion Is the New Black in Influence Marketing

What does it take to sell a product today? Price, features, customer advocates, paid endorsements? A mix of all of the above could be the answer, but were does a brand focus its investment? What strategy should drive the marketing mix? The power of peer-to-peer networks, facilitated by the emergence of technologies and social media, has certainly…

Why Did the Marketer Climb the Mountain?

The new Wolverine movie is coming! The new Wolverine movie is coming! Any new multi-media treatment of Marvel’s X-Men franchise – from comic books to cartoons to movies gets my immediate attention. I excitedly watch movie trailers over and over in anticipation of the upcoming main event, I mark the dates in my calendar and pre-purchase tickets…

Customer Acquisition is Just The First Step

Recently, we started working with a company whose social media had been handled by another person. We had been told that we were being considered because this “consultant” had become unresponsive and had seemed to lose interest in the entire process. As we have begun to dig into what this consultant did – or rather did not…

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