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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!

Welcome

  • 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

Headlines

 INBOUND 2012: The largest gathering of inbound marketers

  • http://www.inboundconference.com 
  • 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

  • http://blog.hubspot.com/blog/tabid/6307/bid/33539/Announcing-HubSpot-3-The-Future-of-Marketing-Software.aspx 
  • Watch the keynote video with Brian Halligan and Dharmesh Shah: http://blog.hubspot.com/blog/tabid/6307/bid/33558/Founders-Launch-HubSpot-3-During-INBOUND-2012-Keynote-FULL-VIDEO.aspx 
  • Learn more about HubSpot 3: http://www.hubspot.com/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 www.hubspot.com/3 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

  • http://techcrunch.com/2012/08/30/facebook-ads-email-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

  • http://royal.pingdom.com/2012/08/21/report-social-network-demographics-in-2012/ 
  • 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? 

  • http://www.marketingpilgrim.com/2012/09/majority-of-consumers-would-trade-a-facebook-like-for-a-discount.html 
  • 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

  • http://blog.hubspot.com/blog/tabid/6307/bid/33567/LinkedIn-Launches-New-Company-Page-Design-See-What-s-Changing.aspx 
  • 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

Welcome

  • 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

Headlines

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

  • http://venturebeat.com/2012/08/23/the-hot-new-cxo-chief-marketing-technology-officer-infographic/
  • 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?

  • http://ht.cdn.turner.com/cnn/big/us/2012/08/21/tsr-pkg-moos-toilet-paper-ads.cnn.ipad.qtref.mov
  • 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

  • http://www.forbes.com/sites/darcytravlos/2012/08/18/video-tablets-the-mobile-catalyst-for-e-commerce-watch-out-amazon/
  • 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 

  • http://mashable.com/2012/08/19/facebook-second-video/
  • 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.

Sexting Redefined and McHonesty Wins The Day: Marketing Update 6/22/12

  
  
  

Episode #206 - June 22, 2012

Sexting Redefined and McHonesty Wins The Day

Intro

  • How to interact on Twitter: include #MktgUp in your tweet!
  • On the show today is Laura @Pistachio Fitton and Sam @Mallikarjunan!
  • 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 

Headlines

Would you buy a .boston domain from The Boston Globe?

  •  http://www.niemanlab.org/2012/06/would-you-buy-a-boston-domain-from-the-boston-globe/ 
  • Boston Globe applies for the rights to own the .boston TLD from ICANN
  • Endorsed by the city of Boston, TBG offers to reserve free slots for government services such as police.boston
  • What's the background of these new TLD's?
  • Is there a marketing value in these TLDs? Is there any SEO benefit, for example? Will people be able to remember your URL if you use a weird TLD after being so heavily programmed for .coms?
  • Marketing Takeaway: Most companies that are investing in this are doing so defensively. For almost everyone, it doesn't make any sense to entertain investing in these at this time.

Berkelee Snags Social Media Spotlight

McDonald's Goes Totally Honest About Their Advertising

  •  http://adage.com/article/adages/video-burger-ad/235508/
  • McDonald's Canada gets a question from a follower: Why do your burgers look different in reality than in the pictures?
  • Rather than deflect or deny, they take them to the studio and show how the burgers used in the photoshoot are painstakingly crafted to show the various ingredients.
  • This kind of transparency and honesty played very well in social media and in general does a lot to dissuade some of the negative feelings towards McDonald's advertising
  • Marketing Takeaway: When confronted with unfortunate truths, sometimes the best response is simply being open and honest. 

People Take Mobile Adoption Into The Bedroom

Mobile Facebook Ads have 13X Higher CTR than Desktop Ads

  • http://blog.hubspot.com/blog/tabid/6307/bid/33303/mobile-facebook-ads-generate-13x-more-clicks-than-desktop-ads-data
  • Facebook ads perform better in click through rates than their desktop ad counterparts, but cost approximately the same
  • There's lots of potential as Facebook continues to master and figure out mobile advertising
  • Facebook Ads on mobile devices take up more visual real estate, improving their CTR, and also look less like ads because they're in the same position as regular content
  • However, Facebook Ads' mobile traffic conversion rates haven't really been analyzed to see whether or not people are actually converting
  • Marketing Takeaway: Be aware of how your audience is using Facebook and consider whether or not hitting them while they're mobile is something worthwhile to you. 

Marketing Tip of the Week

We learned it as small children but forget it as adults - honesty is the best policy!

Mobile Marketing with Jeanne Hopkins: Marketing Update 1/13/12

  
  
  

Episode #183 - January 13th, 2012

Intro

  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Karen Rubin (@KarenRubin), Mike Volpe (@MVolpe) and Jeanne Hopkins (@jeannehopkins)
  • 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
Special Guest
  • Jeanne Hopkins - HubSpot VP of Marketing & co-author of Go Mobile: Location-Based Marketing, Apps, Mobile Optimized Ad Campaigns, 2D Codes and Other Mobile Strategies to Grow Your Business
  • Why should people go mobile?
  • Is mobile just for B2C companies?
  • What are some companies who do a really good job at mobile? / What is your favorite example of a mobile marketing campaign?
  • How should a marketing professional get started with mobile  What are the first couple steps?
  • What's your favorite tip from the book about going mobile for marketers? 
 
Headlines

#iLoveWalgreens
  • https://twitter.com/#!/search/%23ILoveWalgreens
  • #ilovewalgreens cause its a pharmacy where you can buy sweatpants and vodka. #louisck
  • #ILoveWalgreens because I know I can always find the ingredients to make meth there.
  • Drop off a prescription, get told it's an hour wait. come back 2 hours later and it's still not filled. #ILoveWalgreens
  • #ILoveWalgreens cuz they got the best deals on magnums!
  •  #ILoveWalgreens =promoted TT. I feel like they're trying to Jedi mind trick us into loving Walgreens. So far, Force is not strong in them.
  • So, Walgreens had to pay Twitter to get  #ilovewalgreens to trend - like a sad teenager mailing himself love letters; without the sincerity.
  • Marketing Takeaway: Authenticity matters! 
Everything Marketers Need to Know About SOPA
  • http://blog.hubspot.com/blog/tabid/6307/bid/30720/Everything-Marketers-Need-to-Know-About-SOPA.aspx
  • SOPA is the acronym for the "Stop Online Piracy Act," a bill that was introduced to the House of Representatives in October and would would give U.S. law enforcement and copyright holders greater power to fight online trafficking in copyrighted intellectual property and counterfeit goods and 
  • PIPA ("Protect Intellectual Property Act") is the Senate's version of SOPA  and is about enhancing enforcement against "rogue websites operated and registered overseas" and defines infringement as the distribution of illegal copies, counterfeit goods or anti-digital rights management technology.
  • Your Website Could Unfairly Get Shut Down/Blacklisted: If the government or the owner of copyrighted material identifies your website as hosting copyrighted material and falling guilty of copyright infringement, penalties could include disabling online advertising networks and payment facilitators (e.g. PayPal) from doing business with your website, preventing search engines from linking to your website (bye-bye, SEO!), and enforcing that internet service providers block access to your website.
  • If SOPA gets passed, it would override such safeguards, enabling judges to immediately shut down websites found guilty. Websites will only be able to defend themselves after their site had been taken down, when the damage will have already been done.
  • The bill also holds for some very steep ramifications for websites that stream copyrighted content without authorization: up to 5 years in prison!
  • Sites like Facebook, Twitter, YouTube, LinkedIn and the like whose sites are posted with countless links from users daily would literally be unable to function, as the amount of copyright infringing content that gets posted would be completely beyond their control.
  • Many of these websites are publicly opposing the bill and have even threatened to initiate an "Internet Blackout," during which several of the biggest sites on the internet -- including Google, Facebook, PayPal, Wikipedia, Twitter, and Amazon -- will shut down to emphasize the damaging effects SOPA could have on the internet.
  • Marketing Takeaway: 
How a 9 Year Old Newsjacked the GOP Primary
7 Signs Your Mobile Marketing Sucks
  • http://blog.hubspot.com/blog/tabid/6307/bid/30418/7-Signs-Your-Mobile-Marketing-Sucks.aspx
  • Your Marketing Approach isn't Local - Whether your business has one location or five -- or 500 -- you can't fail to understand that despite being able to hold the entire world in the palms of their hands, mobile consumers are by and large concerned with the here—right here—and the now—right now.
  • You Mobile efforts are not social - For mobile consumers, it’s not just what they’re doing that’s important, but where, with whom, and when.
  • You don't give customers what they want - By taking the time to understand how your customers operate in mobile mode—whether that’s by thinking it through from their perspective or, better yet, conducting research and surveys—you ensure your mobile strategy is properly focused.
  • You're looking at the wrong metrics - In a mobile environment, you have to track not only how many visitors come to the mobile site, but also how many leave it and go to your desktop site, indicating something is lacking in the mobile version.
  • Your Team Doesn't "get it" - if your staff isn't properly trained and well-versed, they are unable to explain the benefits of your mobile channel to customers and will consequently prevent you from maximizing your investment in mobile marketing.
  • Your Website is not mobile optimized - Pages load slowly, once-familiar buttons are now off-page and out of sight, and copy needed to intelligently and coherently comprehend the message are off-screen.
  • You're App-solutely Wrong - Mobile apps are all the rage. There are a more than 1 million apps now, which (in 2011) were downloaded about 18 billion times. Still, marketers must ask themselves, “Do we need an app?” and if so, “Which type of app is best for us?”
  • Marketing Takeaway: Desktop marketing and mobile marketing serve similar purposes but each require a different approach based on how your customers will use them.

Marketing Takeaway

Mobile Marketing & The War on SPAM [Marketing Update]

  
  
  

Episode #150 - May 13th, 2011

Intro

  • How to interact on Twtter: Include #HubSpotTV in your tweet!
  • On the show today is Mike Volpe (@mvolpe) and Rebecca Corliss (@Repcor)
  • As always, all the old episodes are in iTunes - http://itunes.hubspot.tv - 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!
  • Today's show is sponsored by Pretzel Crisps!

OMG! - HubSpot TV = Marketing Update

  • Vote on the hashtag - #marketingup, #mktup, #marketingupdate

Headlines

The Mobile Marketing Scoop

  • http://blog.hubspot.com/blog/tabid/6307/bid/14281/33-of-Companies-Have-a-Mobile-Marketing-Strategy-New-Data.aspx
  • KingFish media released a report, Mobile Marketing: Plans, Trends and Measurability
  • 33% of companies have a mobile marketing strategy.
  • 62% of marketers plan to have a mobile marketing strategy within the next 12 months.
  • 82% of companies plan to increase mobile marketing investment over the next 12 months.
  • Mobile websites lead the pack for mobile marketing investment.
    • 64% have a mobile website now, 58% plan to have one within the next 12 months
  • Only 23% of marketers have advertised on mobile platforms.
  • Marketing Takeaway: Get ready, mobile has arrived.

The Daily Waterfall Graph Explained

  • LinkedIn Cashes In
  • LinkedIn priced their IPO this week at $45 under the symbol LNKD
  • The stock opened at $83, rose as high as $122 and then closed at $92
  • The valuation at $100 / share is  $9.5 Billion which is $2.25 per page view, $95 per member and $550 per unique visitor
  • (100m members, 17m visitors, about 4 billion page views)
  • Marketing Takeaway:
  • Progress in the War on Spam
  • http://www.nytimes.com/2011/05/20/technology/20spam.html?_r=1
  • Researchers from the University of California spent 3 months trying to get as much spam as they could, and then they actually purchased the items advertised in the spam
  • The system the researched built looked at nearly a billion messages and spent several thousand dollars on about 120 purchases
  • 95 percent of the credit card transactions for the spam-advertised drugs and herbal remedies they bought were handled by just three financial companies — one based in Azerbaijan, one in Denmark and one in Nevis, in the West Indies
  • An earlier study undertaken by the scientists showed that a single commercial spam e-mail campaign generated three messages for every person on the planet. That same study revealed that to sell $100 worth of Viagra, a spam provider needed to send 12.5 million messages
  • Using a system dynamics view of the world was important to this new finding
  • Marketing Takeaway: Think about new ways of addressing problems your company faces by using a system dynamics approach to the problem
  • What's the Future of QR Codes?
  • [http://www.dacgroup.com/_blog/Blog/post/The_QR_Code_is_Dead/|http://www.dacgroup.com/_blog/Blog/post/The_QR_Code_is_Dead/]  from @IndustMarketer
  • A QR code is a 2D barcode that you can take a picture of and then it will send you to a URL
  • They can be a great way to link from offline to online
  • Adoption and usage is somewhat low in North America.  When will they take off?
  • Marketing Takeaway: Think about testing QR codes for your business

Marketing Tip of the Week 
Take you phone and check out your companies website to see what it looks like.

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