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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.


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