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The Instagram Debacle & The End of The World: Marketing Update 12/21/12


Episode #226 - December 21st, 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!

Instagram TOS Debacle

Oracle Acquires Eloqua

The End of the World

Listening to Your Customers is GOLDEN


All About the Hashtags: #Pintermission & #FriskyFriday: Marketing Update 4/20/120


Click here for a FREE HubSpot All-In-One Marketing Software Demo!


Episode #197 - April 20, 2012


  • How to interact on Twtter: Include #MktgUp in your tweet!
  • On the show today is Rachel Sprung (@RSprung) and Patrick Shea (@mpatrickshea)
  • 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


26 Miles in Tweets and Instagrams: John Hancock Maps the Boston Marathon With Social Media

  • Created a social media visualization map of Instagram pictures when people tweeted with #BostonMarathon
  • Marketing Takeaway: Be the leader and take the steps to bring different social media together.
  • Marketing Takeaway: Acknowledge the fact that people spend different time on different platforms.

Email Marketing Campaigns of 2012 US Presidential Candidates

  • 44-day sample of emails from presidential candidates
  • Looked at: Total emails sent, Email sending frequency (days between sends), Number of different senders in the “From” lines, Average word count per email
  • Significant increases are seen in the Paul and Santorum efforts.  The former raised $4.5M in January, much of it online, and the latter started quietly then rocketed his campaign forward with the win in Iowa on January 3, 2012.  These facts, in part, likely explain the increases.
  • Marketing Takeaway: If you have a clear purpose for sending additional emails that are relevant to individuals, segments, or entire lists, it’s OK to send more often than usual.
  • As with the observations above, we see a sharp increase in frequency for Santorum and Paul, as well as steady frequency from Obama and Romney.  That the most frequent senders (every 1.3 days) are sending twice as frequently as the leading candidates (every 2.4-3 days) should be of concern.
  • Marketing Takeaway: Keep an eye on your open rates, link clicks, and video views over time.  If you see any or all of these falling off, especially open rates, consider the frequency of your sending and whether you might benefit from scaling it back a bit.
  • There were few changes in average word count from the 44 days we tracked Fall 2011 to the 44 days we tracked in Winter 2012.  For all but one candidate, word count is down slightly.  The huge spike for Gary Johnson is due to his including entire news articles inside the body of the email.
  • Marketing Takeaway: Imagine receiving an 1,100 word email on your mobile device!  We advocate for shorter, simpler messages complemented by links out to web stories and blog posts.

Ikea Squeezes 2,800 Products Inside Single Web Banner Ad

  • Squeezed an entire store—some 2,800 products—inside a 300-by-250-pixel banner ad
  • As you move your mouse around the banner, the products get magnified. You can click on them, and it takes you to a page where you can order them.
  • Make the most of any space.
  • Ikea is a hit for apartment dwellers and people who have small living spaces
  • Marketing Takeaway: Think of different ways, visually or through messaging to convey your brand’s message/value.

Nike Is Killing Midnight Releases and Creating a New Twitter RSVP System to Sell Shoes

  • People still riot over shoe releases just like Apple.
  • On the RSVP date, our store will send a tweet at a random time to begin our Twitter RSVP process, including a product specific hashtag (#tag).
  • Once registration is open, you must Direct Message ("DM") the store within 60 minutes. The DM must include:
    • The product-specific #tag tweeted by the store
    • The last 4 digits of your State/Passport/Military/School ID number
    • Your shoe size (limit one).
  • Confirmations from the store will be sent via DM to those who have successfully secured their requested size. Shoes will be awarded on a "first respond, first serve" basis.
  • Once confirmed (or more likely, if confirmed), you'll have to pick up the shoe from the Nike Store on launch day. If you don't, the unclaimed shoe will go back into the Twitter RSVP system.
  • Using social media to stop social misfits.
  • Marketing Takeaway: Engage with a community who is currently listening.

#FriskyFriday - Playboy

  • Playboy asks ladies to share pictures of themselves using #FriskyFriday and then chooses a winner at the end of the day
  • Grew the Twitter account by 300% in 2011
  • Playboy’s daily followers triple every Friday compared to every other day in the week
  • 50,000 @ mentions on #FriskyFriday and 350,000 clicks on tweeted links
  • Marketing Takeaway: Find a routine that works, and you can constantly draw the same people in.

Honda Wants You to Stop Using That Damn Pinterest Already

  • Pinterest portion, Honda agency RPA is offering $500 each to the most active pinners (as identified by Mashable) if they'll take a 24-hour break from Pinterest—aka a "Pintermission" and actually go out and do stuff they've been pinning about.
  • If they accept, the pinners get $500 immediately and must set up a personal #Pintermission board, on which they are to post photos of their 24-hour Pinterest break. Honda will then repine those photos on its own page.
  • Marketing Takeaway: Know how people use the platforms you're active in.  Pinterest is about intent. Honda's new campaign is about doing (what you intend to do).

Marketing Tip of the Week

  • When you start a campaign, think about how you can convey your brand into the message.

Less Marketing Douchebaggery, More Tanks: Marketing Update 4/13/12


Click here for a FREE HubSpot All-In-One Marketing Software Demo!

Episode #196 - April 13th, 2012


  • Welcome to a very special episode with Ellie Mirman (@ellieeille) and Andrew Quinn (@andrewtquinn)
  • How to interact on Twitter: include #MktgUp in your tweet
  • 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


Facebook Acquires Instagram for $1 billion

  • Instagram, the mobile photo sharing app was acquired by Facebook this week for $1 billion
  • It was one of the few competitors to Facebook's photo sharing
  • It was a tiny company (13 employees at time of acquisition) with a super simple product
  • Marketing Takeaway #1: Solve for the user, not the competition.
  • Marketing Takeaway #2: Visual content does well on Facebook - think about how to tailor your content to your audience and the channel for best results.

Chicago Police Use Social Media to Fine Scofflaw Food Trucks

  • Around the nation, food trucks have become extremely popular, and social media is one of their tools for growth
  • But in Chicago, police are using their social media updates to track where food trucks will be, because they violate Chicago laws of preparing food on board and parking near restaurants
  • Police are intercepting trucks and handing out tickets based on online destination announcements
  • Marketing Takeaway: For better or worse, social media is getting adopted by larger audiences, including the police. Think about what that means for your business and what audiences (competitors, customers, prospects) may be listening in.

LinkedIn Launches Robust Targeting and Reporting

  • LinkedIn started rolling out new features to company pages: targeted status updates and follower statistics
  • Targeted updates allow company page admins to target content to the most relevant audiences based on criteria like industry, job function, and geography
  • Admins also get statistics on updates, including number of followers targeted, impressions, clicks, shares, and engagement
  • According to a LinkedIn study, examples have shown a 66%+ increase in audience engagement as a result of targeted updates
  • Follower statistics give admins new metrics regarding demographics, impressions, clicks, shares, and engagement
  • Marketing Takeaway: Use tools like LinkedIn's new company page features to learn more about your audience and target your content to better engage them.

AT&T Sells Off the AT&T Yellow Pages

  • On Monday, AT&T announced it is selling off the Yellow Pages unit, which has shrunk 30% in two years
  • Verizon spun off its Yellow Pages unit in 2006 and it filed for bankruptcy 3 years later
  • The Yellow Pages has a surprisingly similar dynamic to inbound marketing - people only opened the book when they needed something
  • What's changed is the way the buyer finds the information they need to make a purchase decision
  • Marketing Takeaway: No need to lament the fact that you can no longer just put ads in the book and wait for the phone to ring. Instead start a blog, create content that answers your buyers' questions and start conversations with your customers.

Pay Per View on YouTube... WTF?

  • YouTube announces that it's going to allow partners to monetize its livestreaming service
  • Partners will be able to stream live events and then run ads or even charge to watch, like pay per view
  • On the one hand, YouTube is providing another great way to share remarkable content
  • On the other, they're overlaying content with interruption-based advertising
  • Marketing Takeaway: Be the content, not the advertising - publish content that engages your audience.

#MarketingFail of the Week

Starbucks Calls You Names and You Better Like It

  • Starbucks rolled out an initiative to personalize their company and relationships with customers
  • They would give away free cups of coffee if you told the barista your name
  • But when it came to executing the campaign, things got funky - baristas did a horrible job spelling peoples names on their cups (Grin for Corrine, Seth for Steph, and one customer even got Big Dick written on his cup)
  • Customers of course took photos and this campaign blew up - photos everywhere, tumblrs and even a "Starbucks name generator" created
  • Marketing Takeaway: If you're going to attempt to personalize your brand, make sure you can pull it off. Have you ever gotten an email that said "Hi First Name" or "Hi Daphne" when your name is Fred? People hate it when you get their name wrong and you look worse for it.

Marketing Tip of the Week

Learn more about your audience and create content that engages them. As The Oatmeal says, "Less marketing douchebaggery, more tanks."

  • Great post on The Oatmeal on how to get Facebook likes
  • When you go in with a "social media strategy" it often sounds like begging for likes
  • Focus more on being likeable
  • This post in itself was great content that did incredibly well on Facebook and Twitter
  • Marketing Tip of the Week: Less marketing douchebaggery, more tanks.


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