The devastation in Haiti has brought people from all over the world together online in what can only be described as an impressive display of generosity.
Not surprisingly, Twitter is playing a big role in disseminating information about the crisis. And it's playing a big role in fundraising for organizations providing relief to Haiti. Unfortunately, unscrupulous marketers are taking advantage of the situation to further their business interests.
Social media will
be an enterprise-wide mainstay by 2011, but most
marketers and PR people are still trying to wrap their heads around it all. And
those that don't get up to speed could find themselves without a job.
The CMO Club, polls its members on a regular basis. Just before the end of 2009 they asked this question: What would you do differently in 2010?
64% said they'd increase their spend on social media and 72% of those
who are not yet doing social media said it's on their list for this
It looks like Twitter can be carefully taught. According to the Pew Internet And American Life Project, internet users are becoming more comfortable updating their statuses online.
The report found that 19% of internet users polled say
they use Twitter or another service to share updates. That's one in five internet users. And good news for marketers.
For a company that has long relied on word of mouth to promote its products — Google has been going crazy with advertising lately. This summer the company launched an old school ad campaign, complete with billboard and print ads, to promote its cloud-based apps business. And now the company is announcing that its "Going Google" billboard campaign will be going global, with more print, online and outdoor ads promoting the Google suite of office products.
Tom Oliveri, director of enterprise marketing at Google, tells The New York Times this will be
“one of the most visible Google has done and the most significant
campaign for the enterprise side.” The company is also looking to hire two big marketing titles.
Is the this notoriously anti-marketing company changing its tune on advertising? Maybe. But not because of changes in the search business.
The number of degrees that focus on Digital Marketing is growing, but inflexibility, academic bureaucracy, and a lack of engagement with industry is undermining their value for employers.
It's inevitable: when opportunity pops up on the internet, there are plenty of snake oil salesmen waiting to take advantage of it.
The field of SEO provides the perfect example. While there are plenty of reputable guns for hire and firms providing SEO services, there are also plenty of snake oil salesmen promising the moon but delivering a bag full of sand.
According to M2Moms, a report from the Market to Moms Coalition, 60% of moms feel marketers are ignoring their needs, and 73% feel advertisers don't really understand what it's like to be a mom. The challenge, says the report, is sensing her distinct, timely needs and responding in a way that truly resonates.
PR practitioners should pay close attention to the number of journalists using social media tools. A few years ago, people were sceptical that most journalists would
use social media tools at all. Even though the social media press release
format, and the desire to get news in feeds, grew out of a journalist's
frustration with traditional press releases, the perception was that it
would not catch on with non-tech journalists.
Storytelling is being hailed as the new big idea, but it's not that
new. What makes a good story in this viral, user-generated, post
advertising world has always made a good story.
From papyrus to pulpit
to plasma screen, the attributes of a ripping yarn have remained the
same: credibility, digestibility, and most importantly, emotional
Are you getting less email these days? I am. And that can't be good news for email marketers. Is email beginning to wither on the vine?
By "less," I'm not referring to work email (if only!) or messages from marketers, but less of the type of email that added a little frisson to checking the inbox: fun, flirty, and conversational messages from friends, family, and objects of affection. That stuff is now flowing in through all sorts of other digital channels, of which email constitutes a smaller and smaller part.