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The Final Live Episode: Marketing Update 10/19/12


Episode #221 - October 19, 2012

  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and Mike Volpe (@mvolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!

Changes to Marketing Update

  • No longer going to be taped live
  • Your feedback helped us make this decision
  • Keep tuning for a new and improved show


Bodyform Shows their Flexibility

  • Peter Lunn
  • After a man’s hilarious rant at Bodyform’s years of ‘lies’ about a woman’s ‘time of the month’ went viral, the company has responded with their own comedy apology.
  • Richard wrote: “As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous....Then I got a girlfriend, was so happy and couldn't wait for this joyous adventurous time of the month to happen lied !!"

  • After the Facebook post became an internet hit, Bodyform hit back with a brilliant spoof video apologising for their years of deception.
  • She says: “We lied to you Richard and we want to say 'sorry'. 'Sorry'. What you’ve seen in our advertisements so far isn’t a factual representation of events, you’re right. The flagrant use of visualisation such as skydiving, rollerblading and mountain biking - you forgot horse riding, Richard - are actually metaphors, they’re not real. There’s no such thing as a happy period." 
  • Caroline explains that Bodyform was trying to protect men from the truth about women’s bodies – even rounding off her explanation by breaking wind.
  • Marketing Takeaway: Respond and have a sense of humor!
Facebook Launches Global Pages
  • Facebook announced the launch of Global Pages, a new structure to business pages for global brands aimed to provide a better, localized experience for international brands' prospects and customers. 
  • The new structure consolidates a business' global Facebook presence into one place while still providing a localized experience.
  • Rather than a global brand maintaining one general, broadly targeted Facebook page -- or juggling multiple Facebook Pages set up for each different international market -- that brand can instead maintain and promote one centralized Facebook Page URL. 
  • Visitors to that page will then get routed to the most appropriate version of a page based on their home country, where they will see a localized version of the page, which the administrator can customize to include different cover photos, profile photos, applications, milestones, 'About' information, and news feed stories.
  • Benefits
    • A Centralized Facebook Presence: No matter which version of the page a visitor gets routed to, all visitors will see the same page name (translated into their local language), fan count, and 'People Talking About This' counts.
    • A Single URL: Rather than having to promote a different page URL for each localized page, global brands will be able to promote one single URL in all of their marketing efforts to promote their Facebook presence, since page visitors will be automatically be redirected to the appropriate version of the Page based on their goegraphic information.
    • A Centralized Global Insights Dashboard: Rather than having to check the Facebook Insights for multiple pages, administrators of the main Global Page will be able to check Insights for all page variations in one centralized dashboard.
  • Marketing Takeaway: Streamline your Facebook Global presence and reduce your overhead. 

How Much of Your Traffic is Really Social? 

  • One dirty secret of web analytics is that the information we get is limited. If you want to see how someone came to your site, it's usually pretty easy. When you follow a link from Facebook to The Atlantic, a little piece of metadata hitches a ride that tells our servers, "Yo, I'm here from" We can then aggregate those numbers and say, "Whoa, a million people came here from Facebook last month," or whatever. 
  • There are circumstances, however, when there is no referrer data. The main situations in which this happens are email programs, instant messages, some mobile applications*, and whenever someone is moving from a secure site ("") to a non-secure site ( 
  • This means that this vast trove of social traffic is essentially invisible to most analytics programs. I call it DARK SOCIAL. It shows up variously in programs as "direct" or "typed/bookmarked" traffic, which implies to many site owners that you actually have a bookmark or typed in into your browser.
  • Real-time web analytics firm, Chartbeat, took visitors who showed up without referrer data and split them into two categories. 
  • On the one hand, you have all the social networks that you know. They're about 43.5 percent of our social traffic. On the other, you have this previously unmeasured darknet that's delivering 56.5 percent of people to individual stories. This is not a niche phenomenon! It's more than 2.5x Facebook's impact on the site. 
  • Dark social is even more important across this broader set of sites. Almost 69 percent of social referrals were dark! Facebook came in second at 20 percent. Twitter was down at 6 percent. 
  • All in all, direct/dark social was 17.5 percent of total referrals; only search at 21.5 percent drove more visitors to this basket of sites.
  • Marketing Takeaway: Focus on creating sharable content to boost traffic. 

Newsjacking The Election

  • We've talked before about the power of newsjacking as a great way to leverage the popularity of story/trend/meme to get some news coverage of your own. Breaking news is reported all of the time, but as a marketer, you have a unique opportunity to take advantage of these trending topics and create relevant campaigns that serve your own marketing agenda.
  • Jet Blue - Every election year you always hear Americans threatening to move to Canada or some other country if their preferred candidate isn't elected. Well, JetBlue is taking those threats to heart, promising to fly 1,006 voters out of the country if their desired candidate doesn't win.
  • PBS - After Mitt Romney proclaimed that, as much as he loves Big Bird, he is going to cut funding to PBS if elected, people mostly tweeted their disappointment, which led PBS to purchase a Promoted Tweet on Twitter that was displayed when users searched for "Big Bird." The advertised tweet led readers straight to the PBS website, that spoke about its value in an attempt to educate the audience about everything PBS does and stands for.
  • 7-Eleven - 7-Eleven is hosting its own type of election called the 7-Election, through which customers choose coffee cups that are either blue for President Obama or red for Mitt Romney, with the votes tallied at the check-out counter. Every day, the results are calculated on the 7-Eleven website.
  • Fed Ex - With all of the negative advertisements that get played during political races, FedEx decided to newsjack that negativity by asserting, "Competition may not always be professional, clean, or elegant, but at least your promotional materials can be."
  • Boston Market - decided to launch "limited-time only" menu items alongside an election-themed campaign to promote them. The campaign, called the "Market Bowl Poll," pits chicken (the left wing) against turkey (the right wing). As part of the campaign, Boston Market asks you to vote for the candidate you prefer, after which you're rewarded with a coupon to redeem for money off the new dishes.
  • Pizza Hut - Pizza Hut is offering up a Big Dinner Box as its candidate, asking their customers to show support by signing up on their website.
  • Cabbage Patch Cabbage Patch has created dolls resembling Barack Obama, Joe Biden, Michelle Obama, Mitt Romney, and Paul Ryan. The dolls are scheduled to be auctioned off on eBay from October 30 through November 6, and the proceeds will go to Rock the Vote.
  • Heaven Hills Distillery (covered last week) - To capitalize on the election season at the start of the primaries in January, Heaven Hill Distilleries introduced two types of bourbons: Red State Bourbon and Blue State Bourbon. Along with launch of its left wing and right wing bourbons, the distillery also launched two separate Facebook pages in support of each position. And for every Facebook like they receive, Heaven Hill Distilleries is also donating $1 to the Veterans of Foreign Wars.
  • Marketing Takeaway: Leverage what's happening in the real world in your marketing and try to get a bump. 

Yelp Cracks Down on Review Fraud

  • The most recent action taken by Yelp to help ‘clean up’ after those businesses that are trying to game the system comes in the form of a sting operation to catch businesses trying to buy reviews in the act then giving them the Yelp equivalent of a scarlet letter to make that point to Yelpers everywhere.
  • The first eight businesses — including a moving company, two repair shops and a concern that organizes treasure hunts — will find themselves exposed on Thursday.For the next three months, their Yelp profile pages will feature a “consumer alert” that says: “We caught someone red-handed trying to buy reviews for this business.”
  • Yelp went to Craigslist and A Yelp employee posed as an elite reviewer and got the businesses to reveal themselves. The size of the promised payments varied widely, and so did the work required.
  • There will also be a history of the email correspondence that went on between the undercover Yelpers and the businesses that were offering anywhere from $5 to $200 for a review when soliciting reviews.
  • Marketing Takeaway: Be genuine and honest. 

Target Targets Showrooming

  • Target will match prices with online competitors this holiday season, including,,, and
  • Best Buy also announced plans to price match with online competitors during the holidays this year.
  • Combat "showrooming" — when customers browse products in stores but buy them for less online.
  • Target will match online prices between Nov. 1 and Dec. 16. In stores, customers can show the competitor's online price for a specific item on their smartphone, or customer service can look it up to confirm.
  • Target already price-matches for customers who bring in a competitor's ad for a specific product at a lower price within seven days of a purchase. The company will extend that policy Nov. 1 through Dec. 24 and include items on
  • Marketing Takeaway: Fight back against your competition. 

David Shepherd Loses His StalkersMarketing Update 10/12/12


Episode #220 - October 12, 2012

David Shepherd Loses His Stalkers


On the show today is Michael Mintz (@mintzworld) and Brittany Leaning (@bleaning) 


  1. What’s going on with local search?

  2. Is Facebook becoming Pinterest with a “Buy” button?

  3. Can you use the election to make a bigger profit?

  4. How did Big Bird shake up the election?

  5. iPhone 5’s ads will track and target you…unless you opt out.

Story #1:
Study: 43 Percent Of Total Google Search Queries Are Local - Search Engine Land: 
Ad network Chitika has just released some new data that compares local search volumes on Google, Yahoo and Bing. The study examined both PC and mobile traffic to determine an overall number. What Chitika found was that 43 percent of the overall query volume coming from Google (mobile and PC) carried a local intent. That compared with 25 percent on Yahoo and Bing.
Marketing Takeaway: Make sure you’re considering your location when optimizing for search.

Story #2:
Facebook Rolls Out ‘Want-able’ Pics of Products in the News Feed - Mashable: 
By now, most brands have figured out that the best way to get engagement in this Pinterest-saturated age is by posting photos. Now, Facebook is catering to this trend by offering some brands the option to post those photos with actions including “want,” “collect” and, of course, “Like.” Products within a collection will also have a Buy link, sending people offsite to purchase a product.
Marketing Takeaway: Keep your customers happy.

  • For ecommerce advertisers, this is a big win.
  • Taking Pinterest to the next level: adding a “buy now” feature.
  • Need to be a Facebook member to use the feature.


Story #3:
Bourbon Maker Stirs Up Party Pride - CNN: 
Heaven Hill Distilleries, which introduced the bourbon in January with the start of the primary season, will donate a dollar to the Veterans of Foreign Wars for every Facebook "Like." As of this writing, the Red State bourbon Facebook page leads with 1,033 Likes to Blue State Bourbon's 367 likes. Could it be the Republicans just drink more bourbon?

Marketing Takeaway: Competition is a great way to your audience talking (about your brand).

Story #4:
Big Bird Shows Marketers the RIGHT Way to Newsjack the Presidential Debates - Mashable/HubSpot: 
The folks at PBS have pulled a killer newsjack, riding the waves of the presidential debate. More specifically, riding the giant tidal waves that ensued on social media when Mitt Romney said that, while he loves Big Bird, he still wants to cut government funding for PBS. According to Mashable, PBS decided to embrace the firestorm and pulled the trigger on an ad buy on Twitter for the phrase, "Big Bird." Now, if you search for "Big Bird" on Twitter, you'll see a PBS advertisement. The tweet, "PBS is trusted, valued and essential. See why at (please retweet!)" encourages people to go check out their website that educates readers on why PBS is such a valuable organization.
Marketing Takeaway: Don’t be afraid to take a chance and experiment with your marketing!
If PBS can do it, marketers, so can we! Two things they did well:
1) Investing money in Twitter ads
2) Newsjacking

Story #5:
Apple Has Quietly Started Tracking iPhone Users Again, And It's Tricky To Opt Out - Business Insider: 
Apple's launch of the iPhone 5 in September came with a bunch of new commercials to promote the device.
But Apple didn't shout quite so loud about an enhancement to its new mobile operating system, iOS 6, which also occurred in September: The company has started tracking users so that advertisers can target them again, through a new tracking technology called IFA or IDFA. IFA or IDFA stands for "identifier for advertisers." It's a random, anonymous number that is assigned to a user and their device. It is temporary and can be blocked, like a cookie.
Tracking is on by default
Marketing Takeaway: Don’t be shady.
Marketing Tip of the Week: It’s time to try something new!

  • What have you got to lose?
  • If you’re not adapting with everyone else, you’re actually more likely to lose than if you’re not.

Be Honest and Tell Us What You Think: Marketing Update

No new Marketing Update episode this week. Karen and Mike are taking a look at how they can make improvements to the show. HubSpot would love to get your feedback on how we can make the show more enjoyable for you. Go to 

Brian Halligan Takes a Nap: Marketing Update 9/28/12


Episode #219

Brian Halligan Takes a Nap


  • So, we’re back... and no one’s more shocked than we are! Let’s see if we can limit the damage on set during today’s episode...
  • All the old episodes are on iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by and watch the show as part of the live studio audience. Every Friday at 4PM in Cambridge, MA!


Kimmel Gimmick Gets Twitter All Aflutter,0,7135681.story


Show Notes:

  • Sunday night at the Emmy’s  - Jimmy Kimmel, no stranger to incorporating Social Media into his late night talk show
  • Asked the audience to get on twitter and tweet “OMG Tracy Morgan just passed out on stage at the Emmys. Turn ABC on now.”
  • Results?
    • Nearly 74K tweets in 3 minutes (20,000ish tweets a minute) – helped by fellow comics like Stephen Colbert and Joel McHale who have massive followings
    • The whole event generated an estimated 1 million tweets
    • 13.2 million viewers, a jump of 6% over the previous year


  1. Don’t be afraid to take chances! Find creative ways to engage with your audience in different channels to drive more interest
  2. Give folks a clear call to action
  3. Leverage your best followers and biggest fans
  4. Be awesome like Jimmy Kimmel


Self-promotional tie-in J

HubSpot Original Story: Can Inbound Style Go Viral??

  • Video launched one week ago – made it in 2 days
  • Over 100K Visits – 3K visits away from beating out our top-performing video
  • Fastest "viewer velocity" - beat You Oughta Know (which got 40K in one week) - this got 80K in one week.




Is a picture worth more than 140 characters?

Show Notes:

  • Instagram just passed Twitter in daily active users on mobile this past August: Instagram – 7.3 million daily users vs. Twitter – 6.9 million daily users
  • Instagram users also spend more time on Instagram 257 minutes vs. Twitter 170 minutes
  • AND all this despite the fact that Twitter had 29 million unique US smartphone-based users while Instagram had under 22 million
  • This sort of makes sense:
    • Instagram - Highly visual flow of content (all photos) – cause someone to pause and take it in
    • Twitter – designed to make it easier for users to flow through their stream more quickly
  • #Rant
    • Twitter has a fully functional website that was not included in the math vs. Instagram is ONLY a mobile app – their website is just a glorified Landing Page pushing you to download it on iTunes
    • If you want to do anything on Instagram, you have to use your phone so it FORCES you to use the mobile all
    • Instagram is currently choosing to funnel all activity through mobile. It’s suboptimal. IMAGINE if you could also use Intsagram mobile.
    • All the articles that talk about this are tying it back to monetization opportunities on mobile – users aren’t stupid. We realize you’re trying to wring the last dollar out of mobile.


  1. Don’t limit the different ways people can access your content – different people want to use different channels at different times for different tasks.
  2. Don’t take quotes like this at face value. Context is everything – “Insta (and by extension) FB isn’t better than Twitter.” It sounds like a PR spin and is looking more and more like it’s part of a bigger story that has only just begun...

Maps on Apps on Apps

The Launch of iOS 6 comes with a Native Apple Maps App

Show Notes:

  • iOS6 launched last week with a brand new Apple Maps app and a number of people have complained about the Apple Maps app:
    • Inaccuracies and Poor Directions
    • Level of Detail
    • Google Maps wins out in every category
    • Basically, not ready for prime time
    • Apple is getting a lot of heat about this, and issues a statement where they
      • Apologized for the rushed launch
      • Committed to making it better   
      • Encouraged folks to use other Apps, including Google maps, which...they tried replacing with their app.
      • They’re committing to making improvements to it, but will they be able to catch up?
      • Long story short: They really messed up.


  1. Really important for Marketers – we have a tendency to think about our timeline and our campaigns and it’s really easy to get wrapped up in that...
  2. Just because you want to put something out there, doesn’t mean it’s ready for your audience OR that your audience is ready for it.
  3. Think more about your audience, less about your own needs and desires.

50% of Consumers Value a Brand’s FB Page MORE than It’s Website

Show Notes:

  • 50% of Consumers Value a Brand’s Facebook page MORE than it’s website
    • 82% of the 1000 social media users polled said that Facebook is a good place to interact with Brands
    • Lots of reasons: Feel more connected, feel like Brands are listening to them, feel it’s more useful, have also saved money
    • 77% of those who “Like” a brand on Facebook have saved money as a result
    • It’s easy to see why folks prefer a brand’s FB page
      • Don’t have to navigate someone’s website/walking billboard/branded ‘experience’
      • Forces brands to behave in a certain way on their facebook pages if they want to play with the rest of the kids
      • Also forces those brands to act like a civil human being because they are sharing screen space with pictures of people’s grandchildren and adorable cat videos
      • “You come off sounding like a fart in a library if you act too salesy and don’t offer something of value.”


  1. Tailor your message to your medium – Take a look at what your typical customer’s fb stream actually looks like and try to create something that works in that milieuuuuu

Marketing Tip of the Week

Whether you’re a massively successful company, like Apple, a recently acquired startup like Instagram, or just a regular old company trying to do business on the web, think more about what your customer needs and less about what you need.

I Always Feel Like Somebody's Watching Me Marketing Update 9/21/12


Episode #218 - September 21, 2012

I Always Feel Like Somebody's Watching Me


  • How to interact on Twitter: include #MktgUp in your tweet!
  • On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday


Are you more attractive if you get more Facebook comments?

  • According to a University of Missouri study, the first think you look at on a new Facebook friend's profile are the comments on their profile picture.
  • The comments your Facebook friends leave on your profile picture strongly affect how people perceive your physical, social and professional attractiveness.
  • This shouldn’t come as much of a surprise, as profile pictures are the first place your eye is drawn to based on eye scan studies.
  • Other people’s opinions matter more than your own self-presentation.
  • “If you’re concerned about forming a particular impression, being aware of the information generated by others about your is key in the goal of achieving a positive self-presentation.”
  • Marketing Takeaway: In social, other people’s opinions matter. They affect how your target audience perceives you. You need to pay close attention to the comments people make to understand the impression you are making. 

Social media upending search engines

  • Experian Hitwise UK published some search data that suggests social media is hitting overall search traffic
  • Overall search engine visits are down by 40 million since last year - the first time it’s ever gone down year-over-year
  • Search traffic especially went down from July 2012 to August 2012 - could it be the Olympics? People relying more on social media for up-to-date info?
  • Could it be that search results are better so visitors need fewer searches to find what they’re looking for?
  • Marketing Takeaway: SEO is not the be-all and end-all of online marketing. In fact, social media is becoming increasingly important and may start to creep into search engines’ ownership of online awareness. Make sure you are covering your bases of inbound marketing channels instead of putting all your eggs in one basket. 

Professional vs. personal use of social networking

  • Internet users have different mindsets on different social media sites.
  • Th Mind Set Divide - detailed in an infographic from LinkedIn research - shows the emotional drivers that put users in a particular frame of mind depending on which type of social networking they're doing
    • Personal - casual mindset, socialize, stay in touch, be entertained, kill time
    • Professional - maintain professional identity, make useful contacts, search for opportunities, stay in touch
  • This has a big effect on marketers: think about what content do people EXPECT on that social network
  • Marketing Takeaway: Align your content with the right emotion by matching your message to the mindset. So while it's definitely beneficial to understand the general mindsets and emotional drivers for usage of a particular social network, keep in mind that the specific mindsets of your own particular audience should be the ultimate foundation of your strategic social media marketing decisions on a given social network. Experiment with different types of updates, track your analytics, and let the data about what works and what doesn't drive your social media marketing decision-making. 

Romney’s hidden camera footage goes viral

  • Romney took a marketing misstep that is forever documented in social media
  • At a fundraiser earlier this year, an anonymous source captured this misstep on a hidden camera and released it to a reporter
  • The now-famous quote has Romney saying that 47% of Americans will never vote for him because they don’t pay income taxes and believe they are victims the government should care for, and that it’s not his job to worry about those people
  • Regardless of your political leaning, this is a marketing misstep for a couple of reasons
  • Issue #1: Not using real data
    • That 47% metric is misleading - they still pay other taxes, and due to their ow income they get an income tax break put in place by Republic President Ford
    • Some of that 47% includes 7,000 millionaires that paid no taxes last year, some of whom are in Romney’s audience
  • Issue #2: A short point “behind closed doors” can take off in mass social media
    • His message was meant to appeal to that room’s Republican audience
    • The twitter reaction was huge and negative - the phrase “47% of Americans” was trending in the US on Monday, with the majority being negative or mocking comments
    • The hidden camera clip has gotten ~2 million views, which is more than any of Romney’s official videos on YouTube
    • Parody videos have popped up, like an Eminem-style spoof called “Will the Real Mitt Romney Please Stand Up” which now has 4 million views
  • Romney has since tried to refocus the campaign on other topics, like the national debt, and mostly shy away from discussing this issue
  • More hidden camera videos have come out as well, further attempting to hurt the Romney campaign
  • Marketing Takeaway: Stories travel like wildfire with the ease of recording, publishing, and sharing in social media. An off-hand comment can quickly garner a lot of attention so keep that in mind - even when presenting a targeted, segmented message, think about how you’d feel if it got seen by those outside of your target market. 

Google Maps gives us an inside peek

  • A new feature of Google Maps allows you to see what a business looks like inside - an enhanced 360-degree panoramic view. 
  • Just drag and drop the little man on the left hand side of your screen onto an orange circle on the map.
  • Next thing you know, you're looking at a 360-degree photo of the inside of that business and you’re able to pan around and explore the interior of the establishment.
  • You can set this up here: 
  • Pick a Google Trusted Photographer, work out the fee, schedule a shoot, and then check out the pictures when they are uploaded to Google Maps. 
  • Marketing Takeaway: As a local business it can be really important for your potential customers to literally see what you’re all about before they visit you. This is a great way to show off what makes you business stand out when someone is looking for the service you provide.

Marketing Tip of the Week

Segmentation and personalization help make your marketing more effective, but you can’t control the spread of your message. So think about how your message will be received outside of your target so that you can leverage - rather than be killed by - social sharing.

Ben & Jerry Upset about "Innovation": Marketing Update 9/14/12


Episode #217 - September 14, 2012

  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@karenrubin) and Mike Volpe (@mvolpe)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday


Ben & Jerry Upset about "Innovation" 

  • The makers of Ben & Jerry’s ice cream do not like what they see in a new XXX-Rated DVD series called “Ben & Cherry’s.
  • A California company called Rodax Video has released 10 titles within the series, with names like “Hairy Garcia,” “Boston Cream Thigh,”Americone Cream,” and "Peanut Butter D Cup" with logos that are clearly a take-off of the Ben & Jerry’s mark.
  • A lawsuit filed Wednesday in Manhattan Federal Court demands the porn be taken off the market and seeks unspecified damages.
  • Marketing Takeaway: 

Shoppers & The Digital Age

    • Showrooming is when a shopper uses a brick and mortar store to touch and try a product only to buy it online.
    • 84% of “showrooming shoppers” have conducted research while shopping in-store.
    • 33% of consumers have admitted to comparison shopping on a competitor’s website while in another retailer’s store.
    • 6% were likely to abandon an in-store purchase for a competitor.
      Jack Philbin, co-founder, CEO and president of Vibes couldn’t have put it better when he said,

      “The retailers who don’t deploy a mobile marketing strategy will continue to be challenged with decreasing in-store sales and risk being Amazoned.”

    • Recent research by Google into the ways in which people use their multiple devices to conduct searches offers some interesting insights.
    • The New Multi-screen World: Understanding Cross-Platform Consumer Behavior,”Google says that 90 percent of people move between devices to accomplish a goal, whether that’s on smartphones, PCs, tablets or TV.
    • But when people are out and about, smartphones searches are all about the spur of the moment. According to Google: "We found that people often turn to nearby devices to complete spur-of-the-moment activity. In fact, 80% of the searches that happen on smartphones are spur-of-the-moment, and 44% of these spontaneous searches are goal-oriented."
    • A young colleague did a quick check to see where a recently recommended restaurant was located, which he found, and then saw there was a coupon offer, which he noted, and then he clicked on the click-to-call link to see if there was a table.  There was. We enjoyed our lunch and when it was time to pay, he whipped his iPhone out, pulled the coupon, the waiter punched something in (I couldn't see what) -- and voila! Our lunch was half price.
    • The Wall Street Journal recently noted that folks are able to do comparison shopping from the showroom floor and make decisions instantly about whether to buy now or wait and get a better deal. The trend is called “showrooming,” and they estimate 39 percent of walkouts are influenced by smartphone usage.
  • Marketing Takeaway: Figure out how to leverage mobile devices to enhance your customers experiences. 
Facebook Exchange Makes it's Beta Debut
  • Facebook Exchange (FBX) is a cookie-based ad targeting system that serves up ads related to a user's web browsing activity, in real time on Facebook.
  • Facebook Exchange allows marketers to leverage consumer insight data to remarket to the same audience on Facebook at the right time
  • AllFacebook and TechCrunch shared some results from several DSPs that were involved in the Facebook Exchange beta program. 
    • As a whole, the data seems to indicate that FBX ads may be less expensive and generate higher clickthrough rates.
    • Furthermore, they seem to generate higher post-click conversion rates compare to retargeted ads on other exchanges -- even Google’s AdX.
    • AdRoll reported an ROI of 16X for its clients using FBX ads.
    • TellApart's clients generated an average clickthrough rate of 6.65% with FBX ads vs. 6.41% on Google's AdX. 
    • Triggit indicated that its clients' FBX ads' post-click conversion rates were 2.2X higher, their cost-per-click was 5.6X lower, and they generated 4X more profit than ads via traditional ad exchanges.
  • FBX Product Marketing Manager Scott Shapiro says they aren't for everyone: "Facebook Exchange is perfect when the objective is a conversion outside Facebook and the data used to drive that objective exists outside Facebook. When brand goals like increasing awareness and favorability are the objective, Facebook’s native tools are usually a better fit because they work with all our social formats and placements in addition to fan targeting."

  • Marketing Takeaway: Targeted marketing for the win!

You Get B's Email? 

  • President Barack Obama's fund-raising team, never known for being discreet in email solicitations, used a new name in the "From" field Thursday to ask supporters for money: Beyoncé Knowles.
  • "Jay and I will be meeting up with President Obama for an evening in NYC sometime soon. And we want you to be there!" the "Single Ladies" singer continued.On Wednesday CNN confirmed Knowles and her husband, rapper Jay-Z, would host a fund-raiser for Obama in New York City next week. The event is slated to take place at Jay-Z's club "40/40."

  • Marketing Takeaway: Leverage your biggest fans!

Goodbye Summer, It's the Final Andrew & Ellie Show!: Marketing Update 9/7/12


Episode #216 - September 7, 2012

Goodbye Summer, It's the Final Andrew & Ellie Show!


  • How to interact on Twitter: include #MktgUp in your tweet!
  • On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday


 INBOUND 2012: The largest gathering of inbound marketers

  • 2800 marketers descended on Boston for INBOUND 2012
  • There were fantastic keynote speakers: David Meerman Scott, Rand Fishkin, Susan Cain, Gary Vaynerchuk, Dharmesh Shah & Brian Halligan
  • There we also rock stars: Cyndi Lauper and Wildside!
  • 5 different categories of break out sessions over the three days featuring thought leaders from inside HubSpot, our partners and customers.
  • Fantastic event that was aimed at helping everyone in attendance become better marketers in the spirit of making marketing people love.
  • Marketing Takeaway: Now it’s time to plan for INBOUND 2013. Get your tickets now. 

HubSpot introduces the future of marketing software: HubSpot 3

  • Watch the keynote video with Brian Halligan and Dharmesh Shah: 
  • Learn more about HubSpot 3: 
  • HubSpot announced its biggest product release: HubSpot 3, the only easy, integrated, and powerful marketing platform
  • This latest release includes centralized tools so you don’t have to cobble together multiple fragmented systems, including a centralized contacts database that gives you a 360 degree view of your relationship with your contacts and powers segmentation and personalization in all of your marketing
  • Also included are tools to help you deliver the right content to the right person at the right time and through the right medium, from smart CTAs to smart form fields and workflows that help you build your database and deliver the right offer to the right person
  • All this plus a continuing education program and community to increase your marketing knowledge, and a mobile app to take HubSpot analytics and contacts with you on the go
  • HubSpot 3 is a remarkable release that makes the difficult easy and the impossible possible
  • Marketing Takeaway: If you’re a HubSpot customer or you’re interested in learning more about HubSpot 3, check out to learn how you can use HubSpot 3 to make marketing people love!  

Facebook rolls out ad targeting by email addresses and mobile phone numbers

  • Facebook continues to roll out innovations for marketers. The latest is ad targeting based on information a marketer already has.
  • Here’s how it works:
    • As a marketer, you probably have some type of prospect/customer list.
    • And you mostly likely have email addresses, phone numbers or customer IDs.
    • You upload that list into Facebook and it gets synced up with Facebook accounts.
    • Once that done you have the ability to target Facebook ads just to the people that are on your list.
    • You can segment your list within Facebook to target subgroups from that list.
  • You might wondering about the privacy implications. Facebook has set this up so that they don’t have direct access to the marketers data and the marketer doesn’t  have direct access to the facebook accounts that match the list.
  • Marketing Takeaway: Segmentation is HOT. Your marketing database is an extremely valuable asset. Use new and innovative way to use that database and segment it to send the right message to the right person is getting easier all the time. Segment your way to success. 

Social media grows up

  • Pingdom reported on age distribution across social media sites.
  • Over 50% of social media users are in the 25-45 age range, and another 19% are in the 45-55 age range.
  • LinkedIn, Yelp, Facebook, and Flickr have the oldest audiences. Facebook, for example, has 65% of their users 35 or older.
  • Reddit, Tumblr, MySpace are among those with the youngest audiences.
  • Overall the social media userbase is older than you might expect - the average age is 37 years.
  • Most sites are slightly dominated by women.
  • Marketing Takeaway: Social media has an older userbase than you might expect and is definitely frequented by a wide range of age groups. If you think your audience isn’t on social media, think again. 

Can you buy a Facebook Like? 

  • Marketing Pilgrim pulled together some interesting data discount shoppers.
  • You might not realize it’s National Coupon Month!
  • Red Plum, a major coupon producer, released their annual purse string study.
  • The key finding: It has now become 2nd nature for people to look for discounts and coupons. They expect it.
  • To save 25% survey respondents said the following:
    • 75% said they would sign up for an email newsletter for 25% off
    • 67% said they would like a page on Facebook
    • Only 17% said they would retweet a deal
  • Marketing Takeaway: Discounting can be an interesting way to build your subscriber database or develop a bigger base of fans. Beware, you get what you pay for. Make sure you track the effectiveness of a discounting program to ensure you getting a good return. 

LinkedIn company pages get a makeover

  • LinkedIn announced it’s making changes to the layout of company pages and has already rolled it out to select companies, including HP, Dell, and HubSpot! The change will go out to everyone later this year.
  • Products & Services section is now more prominent, being featured in the right sidebar rather than a tab.
  • More prominent option to post targeted company updates to reach certain segments of your audience.
  • On the new Products & Services page, recommendations by people in your network are more prominently displayed.
  • Unfortunately, all the “about” sections are buried in the new layout.
  • Overall, LinkedIn is following the format of company pages on other social media sites like Facebook and Google+, focusing less on biographies and more on content and the social graph. 
  • Marketing Takeaway: Make sure you’re adding content to your LinkedIn company page, especially info on your products & services and recommendations of them as well. All social media sites are favoring this type of content over the boilerplate “about us” sections that we’re used to.

Marketing Tip of the Week

You can have a lot of fun talking about marketing on a Friday afternoon while enjoying an adult beverage. It’s been a great summer; we’ve enjoyed bringing you our perspective on marketing news and we enjoyed meeting some of our viewers at INBOUND 2012.  If you weren’t there you really missed out. Be there for INBOUND 2013.

Google Buys Newspaper Ad to Explain Why Newspaper Ads Don't Work: Marketing Update 8/24/12


Episode #215 - August 24, 2012

Inbound, CMTOs


  • How to interact on Twitter: include #MktgUp in your tweet!
  • On the show today is Laura Fitton (@pistachio) and Sam Mallikarjunan (@Mallikarjunan)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • YOU are welcome to come watch us tape the show LIVE - every Friday at 4pm


New "CxO" Job Title Combines Two Nerdy Positions Into One Super Nerd: The Chief Marketing Technology Officer

  • The problem with CTOs and CIOs is that they frequently don't understand in depth the marketing uses cases, and therefore don't know how to make good decisions about marketing software.
  • So many more functions that marketers have to fulfill, and so many new types of software that augment and enhance this ability.
  • If only we knew someone who made some kind of marketing software that just had everything in one place, was easy to implement, integrated all of the functions of a marketer, and didn't require a dedicated tech person?
  • Thank you John Koetsier @JohnKoetsier for mentioning us! We do much more than marketing automation, but we definitely agree that as marketing becomes a more complex discipline it will need even smarter and savvy people
  • Marketing Takeaway: Marketing is hard, and you need to invest in smart, savvy people who can help marketing grow your business and not just spend money.

Google Buys Newspaper Ad to Explain Why Newspaper Ads Don't work.

In the Can: Has Advertising Found its Natural Place?

  • Two entrepreneurs from the University of Michigan are peddling ads on toilet paper. It's kind of like those paper placements you get at a diner. Except, at the other end of the equation.
  • Advertisers pay $.5 per ad, restaurants, etc. receive the toilet paper for free. Entrepreneurs claim that impressions last "1 to 10 minutes depending on what you ate last night"
  • Riddle me this: how does the fact that the ink is soy based make it less gross to wipe with? It's still INK.
  • Marketing Takeaway: Finally, advertising that is actually useful - and I don't mean for selling stuff, I mean it's actually useful. You tell us, is there where advertising REALLY belongs?

Mobile Video Views Key to mCommerce

  • Banner Ads and other ads have a horrible performance on mobile devices
  • Mobile users are 3X as likely to view a video
  • Video now accounts for more than half of all mobile internet traffic
  • Consumers that view a video are 64% more likely to convert on an eCommerce website, because they get to see it in action
  • Sites that have video are also more likely to have visitors and customers that have greater loyalty, and are less price sensitive. You can avoid being Amazoned
  • Shameless plug If you'd like to know more about how to do marketing better than Amazon, be sure to swing by the eCommerce session during inbound!
  • Marketing Takeaway:
    • The visual revolution is well under way. Invest in video to help users feel comfortable with their purchases.

Facebook Passes Yahoo as the #2 Top US Online video content Property by Uniques 

  • 53k people watched video on Facebook in July 2012, passing Yahoo! Sites' 49 k. 
  • So, yes, #2 in terms of uniques, but Yahoo viewers still watched TWICE as many videos. 
  • And look at that average minutes per viewer - just 22 to Yahoo's 70 and Google's whopping 525 minutes PER viewer. We're talking casual peeks at friends' video posts here, not yet the kind of destination watching that occurs on YouTube.
  • Let's do some math! In total, 4.1 MILLION hours of video were watched online in the US in July. (WOW.) 1.3 MILLION of those hours were on Google sites, That's a VERY long tail.
  • As for Yahoo? 56k hours of video watched in July - more than 3x the Facebook total.
  • Marketing Takeaway:
    • The smart marketer should definitely use content videos in their Facebook marketing!
    • Reports of Facebook's death have been greatly exaggerated. Stay the course and continue investing in building a presence and community on Facebook.

Marketing Tip of the Week

Come to Inbound. If you can't come to Inbound, follow #INBOUND12 – especially Wednesday morning, August 29 from 9-10:30 am! Then come NEXT year.

Don't Try to Be Something You're Not: Marketing Update 7/27/12



  • How to interact on Twitter: include #MktgUp in your tweet!
  • On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday 


Chick-fil-A is an anti-gay teenage girl?

  • Chick-fil-A is in the middle of a PR scandal that starts with their COO admitting to be anti-gay
  • In response, the Jim Henson Company pulled their toys from Chick-fil-A’s kids meals
  • Chick-fil-A denied that that’s what happened... by pretending to be a teenage girl on Facebook named Abby Farle
  • This girl responded to various threads on their Facebook page but Facebookers caught on, seeing that the account was created just 8 hours before
  • They’re going all out with their rouse - this girl Abby Farle doesn’t talk in full sentences, uses numbers for words, and makes weird references
  • Chick-fil-A denies that it’s their Facebook account
  • Also in response to the COO’s comment, Boston’s Mayor Menino came out with an amazing letter to the Chick-fil-A President saying,
    • In recent days you said Chick-fil-A opposes same-sex marriage and said the generation that supports it has an ‘arrogant attitude.’ Now -- incredibly -- your company says you are backing out of the same-sex marriage debate. I urge you to back out of your plans to locate in Boston.
  • The letter was posted to Boston’s official Facebook page and got shared all over
  • Marketing Takeaway: Denial fuels the fire of a PR scandal. Not only should you be careful about the political statements your leadership says, but you should also own up to what’s said and address any issues head-on. 

People trust grocery stores and not Facebook

  • Placecast has been doing a series of studies under the umbrella of The Alert Shopper, finding out how shoppers feel about different kinds of marketing
  • They asked folks to think about their privacy as it relates to personal data for promotional purposes
  • 81% of people were comfortable giving personal information to Grocery Stores (like signing up for a loyalty card) in order to get customized coupons and deals.
  • 66% of people were fine with Amazon using their browser and purchase history to suggest items you might like to purchase
  • Getting spammed by your credit card company still ranked higher than Facebook
  • Only 33% of people said they were comfortable with Facebook using their profile information to target ads
  • Marketing Takeaway:  Be sensitive to how people perceive their information will be used.  In each of these situations personal information is being used to sell products.  Their perception can have a big impact on how willingly they share who they are and what they are interested in. 

Olympic viewing goes mobile

  • A recent TechBargains survey found that 1 in 4 (27%) US internet users plan to watch at least some of the Olympics on a smartphone this summer
    • 31% plan to watch on a tablet
    • 39% on desktop, 46% on laptop
    • 94% on TV
  • Almost half (44%) also plan to interact on social media on their smartphones in regards to the Olympics
  • 21% plan to watch the games from work
  • Marketing Takeaway: Even for content traditionally tied very closely to TV, consumers are turning to mobile. And it’s not just for viewing - it’s interacting on social media too. 

Tweeting at an Olympic level

  • The summer Olympics open today and there's a big social media component
  • TwitterHub at Twitter Tracker lets you track the real-time Olympic pulse through Twitter
  • It allows you to see social media posts around Sports, Athletes, Topics, TweetSheets
  • They also have Polls/Mad Libs/Cumulative Views/Top Athletes by tweets
  • Marketing Takeaway:  It’s really exciting to see a unique use of social media to bring viewers into the action.  Look for ways that you can use social media to draw people interested in the events that impact your business. 

IKEA brings print and mobile together in their 2013 catalog

  • The new Ikea catalog is getting interactive - it will still be printed and mailed, but now you can download a free Ikea app for your smartphone
  • Each page of the catalog that has a smartphone symbol can be viewed with the mobile app to show you videos or interactive rooms
  • Their YouTube launch video has 200k views so far, the app has over 3k reviews
  • Marketing Takeaway: You don’t always have to forgo your standard outbound marketing efforts (like print catalogs) to take advantage of new interactive inbound techniques.

Marketing Tip of the Week 

Don’t try to be something you’re not. If you’re not an anti-gay teen girl, don’t pretend to be one. If you’re going to use my information to sell me stuff, be upfront about it. Success through Inbound Marketing means being authentic and true. People will sniff out when you’re slinging the BS and it won’t be pretty.

Is a Kiss Still Just a Kiss? Keep it Simple, Stupid: Marketing Update 7/6/12


Episode #208 - July 6, 2012

Is a Kiss Still Just a Kiss? Keep It Simple, Stupid.


  • How to interact on Twitter: include #MktgUp in your tweet!
  • On the show today is Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday


Simplicity Trumps Engagement in Influencing Sales 

  • The IBM Institute for Business Value found that 60-65% of business leaders who believe that consumers follow their brands on social media sites because they want to be a part of a community. Only 25-30% of consumers agree. The top reason consumers follow a brand? To get discounts – not exactly ideal for a company’s bottom line.
  • On top of that, marketers are pushing out too much on social media, distracting consumers and causing people to overthink decisions.
  • Corporate Executive Board (CEB) found that a 20% increase in Decision Simplicity results in a 96% increase in customer loyalty. It also results in brands being 86% more likely to be purchased and 115% more likely to be recommended to others.
  • Decision Simplicity the #1 driver of likelihood to buy, but the impact of simplifying purchase decisions for consumers is 4x stronger than the strategy of engagement.
  • Marketing Takeaway: Simplifying your marketing can have a great impact - increasing purchase rates and customer loyalty. Get back to basics and make it clear how and why consumers can buy your product. 

LinkedIn and Twitter Break Up

  • Earlier this week LinkedIn and Twitter ended their partnership that allowed users to sync updates from the two sites.
  • You can no longer connect your accounts such that tweeting with #in or #li also posts your tweet to LinkedIn (but you can still post to both sites via LinkedIn).
  • Hashtag #in has been tweeted 1,746,618 times while hashtag #li has been tweeted 192,873 times - #in on average is tweeted 9,650 times a day, while hashtag #li on average is tweeted 1,065 times a day.
  • 23 comments to our blog post all positive - this reduces clutter in your LinkedIn news feed so the quality of the feed should get better
  • Marketing Takeaway:  The content should match the medium. LinkedIn is not Twitter. Posting the same content in both places might seem simple, but it actually makes it harder for folks reading the feed. Tailor your updates for your audience .

YouTube Launches Video Creation Marketplace

  • YouTube announced they’re launching a Video Creation Marketplace - a place to connect video creators/stars with marketers/agencies
  • Partners (content creators) can create profiles about what they do, past successes, demographics/types of brands they work with
  • Advertisers/agencies will be able to search by parameters such as content type, target demographic, other keywords
  • Particularly targeted to small businesses - because this has already been happening ad hoc among big brands
  • Marketing Takeaway: The modern day celebrities are YouTube stars - and they might be more accessible than the big names you’re used to seeing in ads. Think about the different resources available to you and use them! 

Facebook Make Things Easier...Sort Of

  • Facebook repackaged a feature called 'Voice' that allows page administrators to easily engage on their page as themselves.
  • The 'Voice' feature allows admins to easily toggle between using their brand page as their brand page, or as their personal Facebook profile.
  • This isn't really new, but Facebook just made it much simpler for Marketers to control the “voice” of their business pages.
  • Marketing Takeaway: As the world gets more and more complicated what are you doing to make things a little easier for your customers, your users, you members. Review how your customers, users and members use your product or service and look for ways to make their lives easier. 

TechCrunch Doesn’t Know How to Fax; HelloFax Responds

  • TechCrunch blogger got an offer from Vanity Fair to get a preview of a new story - she jumped on it and asked to receive it and Vanity Fair asked for her fax number?
  • Aside from never using a fax machine, the blogger wasn’t in the office and couldn’t get anyone in the office to get the fax machine going and scan the article to forward to her remotely... everyone was amazed at the prospect of using the fax machine
  • She wrote an article all about this crazy experience - despite really wanting the content, Vanity Fair was just not making it easy
  • Great story-within-the-story: HelloFax, a company that allows you to send faxes over the internet, commented on the article and responded to comments as well, helping people figure out how to send faxes with their service
  • Marketing Takeaway: Look for cases of your customers struggling with your product or your competitors’ - these are great opportunities to delight your customers or gain new ones.

Marketing Tip of the Week

A kiss is still a kiss when you are working to keep it simple, stupid. Buyers want things to go smoothly and simply. What steps have you taken recently to bring more simplicity into how your potential customers interact with your brand and decide to become customers? Ask yourself the tough question and make things simpler for the people who want to give you $$$.






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