Marketing Predictions for 2012: Marketing Update 12/29/11
Posted by David Guerrera on Thu, Dec 29, 2011 @ 04:53 PM
Episode #181 - December 30th, 2011
Intro
- How to interact on Twtter: Include #HubSpotTV 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
Doing It Wrong
- http://penny-arcade.com/2011/12/27
- http://kotaku.com/5871479/pr-trolling-ocean-stratagy-out-of-business-avenger-controller-maker-asks-for-forgiveness
- The issue came to light today when emails between Kotaku reader Dave and Paul Christoforo, the president of PR firm Ocean Distribution, were sent around to a number of sites including Kotaku. In them, Christoforo antagonizes, name-calls and belittles customer Dave after being asked why his order for an Avenger controller was delayed.
- put on your big boy hat and wait it out like everyone else.
- Grow up you look like a complete child bro. I Don’t have my controller so im gonna cry to the world … Really ?? Hey take that free time and do something more productive.
- As news of the exchange began to spread, gamers began to attack Christoforo and the Avenger controller.
- Christoforo, we're told, is no longer working with N-Control. Effective today, the company is now doing all of their marketing with a new marketing manager who works directly for the company.
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N-Control's new marketing manager, Eli Schwartz, spent today trying to do damage control and deal with a flood of what he believes are unwarranted negative ratings for the Avenger on Amazon. "At this point I'm just trying to point out that, what was said was someone who we hired, what he said should not reflect on the product itself," he said. "So far the Amazon rating on the Avenger has gone from 4 and 1/2 to 1 star in around 8 hours. None of the reviews are true, they all just appeared today out of pure hate trolling."
- Marketing Takeaway: Customer service matter, make sure those representing you understand how you want to work with customers.
Headlines
Fasting Rising Global Google Searches
Google+ Updates Showing in Search
- https://wiki.hubspotcentral.com/display/marketing/Marketing+Update+on+HubSpot+TV+Scripts+Episodes+150+to
- Google is amalgamating Google+ updates into its search engine results in two ways:
- Brand Pages Updates in Organic Search Results
- When searching for a certain keyword or phrase, status updates are now appearing from actual brand pages. For example, when searching 'HubSpot brand,' a photo upload on the HubSpot Google+ account from November resulted on the very first page.
- This is huge, and it makes a big case for why your brand should create a Google+ business page and start sharing content there ASAP. If you already do, be sure to optimize your status updates. While your updates should be unique, interesting, and have a clear voice reflective of your brand, they should also be search engine optimized. Just as you include certain keywords in your blog posts to help them rank well in Google without taking away from the overall quality of the post, you should do the same for status updates on Google+.
- Personal Page Updates in Organic Search Results
- For example, upon searching 'Marketing Grader,' a status update from HubSpot CTO Dharmesh Shah's personal Google+ page is displayed as a result.
- Create valuable content to share via your Google+ business page that other people will be inclined to share.
- Marketing Takeaway: Google+ DOES impact search results, don't miss the opportunity for rankings.
Who Owns Your Twitter Account?
- http://www.nytimes.com/2011/12/26/technology/lawsuit-may-determine-who-owns-a-twitter-account.html
- October 2010, Noah Kravitz, a writer who lives in Oakland, Calif., quit his job at a popular mobile phone site, Phonedog.com, after nearly four years. While at the company, Mr. Kravitz, 38, began writing on Twitter under the name Phonedog_Noah, and over time, had amassed 17,000 followers.
- The company asked him to “tweet on their behalf from time to time and I said sure, as we were parting on good terms,” Mr. Kravitz said by telephone.
- But eight months after Mr. Kravitz left the company, PhoneDog sued, saying the Twitter list was a customer list, and seeking damages of $2.50 a month per follower for eight months, for a total of $340,000.
- “This will establish precedent in the online world, as it relates to ownership of social media accounts,” said Henry J. Cittone, a lawyer in New York who litigates intellectual property disputes. “We’ve actually been waiting to see such a case as many of our clients are concerned about the ownership of social media accounts vis-á-vis their branding.”
- Marketing Takeaway: Make sure you've worked out ownership of your important social media assets.
Digital Publishing in 2012
- Daylife, a cloud publishing platform for traditional, emerging and brand publishers is forecasting what we can expect in 2012 in the Digital Publishing scene.
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The Internet Will Become Hyper Personalized:
- 2012 will be a decisive year in the move toward the personal Internet. This personalized Internet will allow users to create their own seamlessly integrated collection of education, information, entertainment, social environments and commerce experiences within a diverse range of hardware to be consumed however they choose, wherever they choose, whenever they choose.
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The Enterprise CMS Will Move to the Cloud:
- As more and more companies embrace the cloud for every aspect of enterprise IT operations, expect to see more major publishers and Fortune 2000 companies embracing cloud-based and open-source CMS solutions
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The SmartAd Will Change Advertising as We Know It:
- In 2012, advertising technology will catch up with the ways in which people access the Internet (desktop, tablet, mobile), enabling the creation of ad units that are highly interactive, contextual, constantly updating and which feature topical customized content – all with increased measurability and improved ROI.
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20th Century Marketing Speak Will Die:
- Consumers are tired of carefully crafted messages and want to believe in companies whose values conform to their own. Moreover, consumers want to engage corporate brands on landscapes that are less like traditional Web sites and are more like interactive, constantly updating destinations that are useful and have value to them.
- The Role of Curator Will Go Mainstream:
- Thanks to the rise and ubiquity of social media virtually every person who spends time online anywhere in the world will become a curator. By filtering and presenting the best of the media any one person may encounter online or in the world, and sharing that across social graphs, personal blogs and broadcast mediums such as Twitter, every individual on earth is destined to become an unwitting curator.
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The Media Geyser Will Be Harnessed:
- In 2012, semantic algorithms and new architectures for better organization, distribution, and storytelling will be refined and emerge. Backend technologies will harness the best information and make new distribution models available, creating new opportunities for publishers of all sorts to better present constantly changing, always updating funnels of news, information, education and entertainment.
- Marketing Takeaway: No matter what 2012 predictions come true, creating remarkable content is key to an inbound marketing strategy.
Marketing Tip of the Week
Kick off the new year with a rocking Inbound Marketing resolution. Do you need to blog more? Engage in social media more? Level customer service as a marketing effort? Pick a resolution and work towards it each day!