November 8, 2011 John Avery
Marketing used to be so tidy. Buy some media, print some brochures, maybe follow up with an email, and then make the sale. Advertisers just had to follow the principles of the purchase funnel, and they herded consumers through it for decades. For years, we’ve known that things were changing, and marketing consultants like Forrester
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September 12, 2011 Ian Baer
So many brands today seem addicted to the now-ubiquitous Facebook “Like” feature. Many marketers have skipped right past the real brass ring—genuine consumer engagement—because it seems so simple and measurable to say, “Two million people ‘like’ my brand on Facebook. That must be good.” However, as direct marketers, we know that when the premise upon
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August 17, 2011 Ian Baer
Sure you’re listening, but is it profitable? Through effective online listening, your brand can create a complete picture of its online presence, favorability and reputation. It seems as if listening is quite an actively used word in social media and marketing these days. Yet most social media monitoring and listening done by brands seem to
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February 8, 2011 Ian Baer
Yes, I said it. When I talk to people who market brands for a living, which is mostly what I do for a living, I’m always a bit troubled when they talk about prioritizing a “Facebook strategy.” Now don’t get me wrong. Anyone who knows me knows I love Facebook, and it’s the primary way
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