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- Why arrogance is one of the biggest errors a marketer can make
Avoid the perception of arrogance in content marketing by using Quora as a counter-example, writes John Paul Nettles. The Q-and-A site asks new users for personal information without any explanation of what it does, hides everyday content behind annoying sign-in boxes, and uses heavy-handed "volunteer moderators" that risk alienating contributors. "If your marketing mistakes include acting with arrogance, your audience may cease to be prospective customers and become active haters," Nettles writes. RepCapitalMedia.com
(2/11)     
| Eye on Marketing | | |
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- Havas' Lidstone: Digital success is no longer possible in a silo
Digital "needs to be at the core of our business, not a separate business or separate silo," says Havas Worldwide London CEO Russ Lidstone in this interview. "Our creatives, project leaders, strategists, analysts, social leads and tech leads work in one process without departmental barriers. This ensures that ROI is at the heart of our operational process," Lidstone says. Lidstone contends that the days of a long campaign "without ongoing monitoring and adaptation" are over: "Consistent innovation -- trying new things to benchmark success -- is crucial," he says. eConsultancy.com
(2/11)
- Go Daddy buys M.dot for easy setup of mobile sites
Domain broker Go Daddy has purchased M.dot to enable its 11 million customers to set up mobile-optimized sites that can be managed by smartphone access. M.dot says its template-based system allows users to set up sites in as little as five minutes. "M.dot's global vision of a mobile future for small businesses fits beautifully with what our customers need right now," Go Daddy CEO Blake Irving said. MediaPost Communications/Online Media Daily
(2/11)
| Tech Edge | | |
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- Parsing the stakes of Twitter's upcoming advertising API
Twitter is reportedly preparing to launch an API for advertisers later this quarter, and is already briefing agency and ad executives. The API's success will depend on how well Twitter can increase advertising without clogging users' feeds, experts say. "They have a strong heritage as an organization in making sure the [stream] is hallowed ground. ... I don't believe that will change at all," says Jordan Bitterman of Digitas. Adweek
(2/11)
| Innovation | | |
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- 6 situations in which innovation might be unwise
Innovation is a key part of business success, but it's not the right approach in every situation, writes Simon Hill, CEO and co-founder of Wazoku. It may be a good idea to maintain the status quo if your customers are wary of change, your company is in financial trouble or an old product is still generating significant sales, he writes. InnovationExcellence.com
(2/10)
| Association News | | |
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- BMA Southern California Chapter -- Event -- Brand vs. Branding: Capturing your clear evidence of distinction
This event will be held Wednesday, Feb. 20, from 3:30 to 7 p.m., at Hotel La Jolla, 7955 La Jolla Shores Drive, in La Jolla (San Diego), Calif. As a company, you must internalize your brand or lose pace with your competitors. Unless your employees deliver upon its promise, your brand can go dead in the water, or worse. Russ Cornelius, CEO of BrandSavants, will address the financial value that a brand brings to an organization; provide a clear understanding of what brand is, versus branding; and discuss best practices for internalizing an organization's brand so it becomes the culture of the organization. Read more.
- The year of marketing automation readiness
Nearly every piece of recent research indicates that the adoption of marketing automation platform technology will continue to expand this year, moving beyond the traditional technology sector that has been its early home. As the footprint pushes past the estimated 20% adoption rate that exists today, we must ask: Are marketers in other industries ready? Read more.
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