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Posted by on Oct 31, 2009 in Leadership | 0 comments

Two-Way Advertising

Recently, FirstBank (in Colorado) launched an innovative ad campaign. The bank features their small business customers in their advertising by placing their business cards in kiosks. FirstBank taps into a new trend called two-way advertising. More and more, advertising is less about “me too,” and more about “us” (i.e. brand and consumer). FirstBank illustrates its dedication to customers success by giving them their own advertising space. More and more, it’s about promoting your community and figuring out how to help others. It is through this goodwill that brands are cultivating larger...

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Posted by on Oct 30, 2009 in Leadership | 0 comments

Everyone’s a Publisher: Why Aren’t You?

As SEO Becomes More of a Digital Asset, Content Strategy is Going to be an Industry Standard A couple of days ago, I stumbled across Doctor David’s Blog. David writes about issues related to his field while posting personal pictures. Thinking of David’s blog, I began to think, with the influx of accessible self-publishing tools, anyone is a publisher. From doctors, to pet enthusiasts, to mechanics–there are publishers for nearly everything. As blogging becomes more and more pervasive, what does that mean for marketers? Content Strategy: The Future of Marketing The need for digital content writing skills are becoming increasingly important for marketers. In the quest for search referrals, brands are placing more and more emphasis on key words. To enhance SEO efforts, it’s very important to have fresh content that is consistently updated. Unlike the infant stages of the web, a digital presence is more than a billboard-like ad. It’s about creating interesting, updated content that gives your audience a reason to return. It’s about sparking new conversations...

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Posted by on Oct 29, 2009 in Leadership | 0 comments

How Subtle Design Changes Can Make a Sustainable Impact

Taking a lesson from’s Digg Success and Examining How You Can Make and Impact To my surprise there are an incredible amount of WordPress plugins that incorporate social network widgets (or APIs). Everything form Digg to Twitter to Facebook to Tumblr–WordPress seems to have a widget plugin. Considering adding a widget to apointb, I searched for best-in-class uses of widgets to see if it is appropriate. Interestingly, when incorporated, “ on Digg,” into its website, traffic from Digg to Time increased by 164% and Time stories on the Digg homepage increased by 55% monthly. The deeper issue here is visibility. The more visible and accessible you make a feature, the more likely your audience is to use it. Case-in-point, simply added a Digg widget–making the social network more accessible to its audience–and their Digg traffic skyrocketed. To determine which feature to emphasize on your site, first consider the purpose of your website. If you manage an e-commerce site, your priorities are much different than a news...

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Posted by on Oct 28, 2009 in Marketing | 0 comments

Personifying your Audience

Think about some of the most iconic cartoon characters of all time: Mickey Mouse, Donald Duck, Roadrunner, etc. What do they all have in common? The cartoonists personified animals and even inanimate objects (think Spongebob) to make fun characters children grow up with. All of us have a favorite cartoon character we loved as a kid. We could identify with them. Our parents bought us the stuffed animals, countless plastic toys and video games. We have an emotional connection to these characters. Marketers can use the same principles that connected us with our favorite cartoons to better understand their target audience. Consider an organic soap company that wanted to target socially conscious Gen Yers. You could personify your demographic and psychographic by calling her Lili. Then you have to do some character-building. You can start macro with, where does she shop? What are her favorite brands? Is she single? And you can even project what she’s going to do: After she graduates, does she want to get married and...

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Posted by on Oct 27, 2009 in Leadership | 0 comments

The Power of the Human Jumbotron: A Lesson In Crowdsourcing

When has the crowd been more exciting than the game? No, it’s not the wave, nor is it the “war paint” covering bare-chested men. It’s crowdsourcing: when everyone works collectively towards a single objective. Below there is a video of a soccer game where the power of the crowd created more compelling entertainment than the game itself: . Crowdsourcing has never been more apparent and pervasive than in the online world. Wikipedia is often the most cited example of crowdsourcing–as it has met extreme success since its inception in 2001. It has tapped into the collective knowledge of the world to create a comprehensive and awe-inspiring assortment of content. To understand how more brands can incorporate crowdsourcing into their business model consider the following key characteristics that lead to successful crowdsourcing initiatives: Set an objective — Before throwing in tons of money and time in to your project, what are you trying to create; who is going to get you there; and who is going to benefit? In Wikipedia’s...

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