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Marketing Predictions for 2013: Marketing Update 12/07/12


Episode #225 - November 29th, 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!


The Danger of Ranting on Yelp

  • Jane Perez, a Virginia woman who wrote a scathing Yelp review of the contracting company that worked on her home, is being sued by Christopher Dietz for $750,000, according to the Washington Post.
  • Dietz, the owner of Dietz Development, filed the Internet defamation lawsuit filed last month, stating that "plaintiffs have been harmed by these statements, including lost work opportunities, insult, mental suffering, being placed in fear, anxiety, and harm to their reputations."
  • Perez's Yelp review accused the company of damaging her home, charging her for work that wasn't done and of losing jewelry. The lawsuit follows an earlier case against Perez, which was filed in July 2011 by Dietz for unpaid invoices. According to the recent filing, the two were high school classmates.
  • Marketing Takeaway: 
CEO Blunder? or SEC Dinosaurs? 
    • Netflix (NASDAQ:NFLX) is in big trouble with the SEC. Reed Hastings, its CEO, posted information to his Facebook (NASDAQ:FB) page that the regulator says was “material” to investors.
    • In this case, the Wells notice relates to information Hastings disclosed on his Facebook page (where he has 200,000 followers). In July Hastings said Netflix users had streamed 1 billion hours in June for the first time ever. Netflix’s stock jumped 6% on the news. The SEC thinks it was material information that should have been more formally announced.

    • The US Securities and Exchange Commission is considering taking action against Netflix and its CEO Reed Hastings because of a Facebook post.The agency says that the update to Hastings' 200,000+ subscribers where he said"members had enjoyed over 1 billion hours in June" violated the SEC Regulation Fair Disclosure (Reg FD) rule

    • The SEC is completely wrong - The issue is not with Netflix. It is with the dinosaurs at the SEC. This is not a stock story. It is a real-time communications story.

    • The post that Hastings sent out was to his Facebook PUBLIC followers list which currently numbers 245,000 people. Anybody can subscribe to the list and anybody can access the content at any time without subscribing. I do not subscribe and it took me less than five seconds to access it – go to Facebook and type 'Reed Hastings' in the search bar. Bingo.
    • The SEC considers press releases to be the acceptable way to comply with RegFD.
    • Press releases are fine, but in 2012 saying that only press releases qualify for fair disclosure is like saying the only way to watch movies is in a theater. In fact, when I looked for press releases from Netflix it took me much longer than five seconds to find the relevant pages.
    Marketing Takeaway: 
The Social Media Report
  • App usage account for a third of all social networking time across PCs and mobile devices
  • Users increased their app time by 76% over last year
  • Women spend more time on social media
  • Facebook, Blogger & Twitter are the top social networks, Pintrests was 6th, Google+ was 7th, mySpace was 9th
  • Pintrest had 4,225% growth on mobile devices over last year
  • 94% of us use the computer, 46% use a mobile phone to connect on social media
  • 32% of 18-24 year olds use social media in the bathroom
  • 51% of 25 to 34 year olds use social media in the office
  • Marketing Takeaway: 
Marketing Predictions for 2013
  • In the past 24 months, we’ve seen the overlap between search, social, and content increase at a rapid pace, spurred on by innovations from the search engines, and reinforced by the correlations of social sharing and linking/ranking behavior. In 2013, I expect to see many of the most successful marketers treat these practices not as disparate channels, but as optimizable elements of a whole.” - Rand Fishkin, SEOmoz
  • With such a dramatic shift toward more personal, unsolicited marketing, 2013 will see much more targeted, segmented email campaigns aimed at delivering more relevant content to recipients.” - John Bonini, Content Marketing Manager, IMPACT Branding & Design
  • For CMOs, the pressure is on. CEOs are paying more attention to Marketing’s contributions and are holding them more accountable for revenue generation. Because of this, we’re starting to see a shift in how marketing is measured … to quotas and SLAs that are more aligned with sales goals.” - Greg Alexander, CEO, Sales Benchmark Index (SBI)
  • In 2013, CMOs and senior executives will allocate more resources to creating a strong inbound engine -- generating interest, traffic, leads, and conversions -- to support the demand generation engine. 
  • Marketing automation systems will provide more unified customer views across channels and systems. The goal of not merely importing data from multiple systems, but of integrating that data so interactions of the same individual are combined even when they take place in different channels will be increasingly realized. This is a critical capability since all analysis is based on this unified customer view.” - David Raab, Analyst, Gleanster
  • "In 2013, we’ll see many more marketers take advantage of the power of real-time communications to grow business....Success comes from engaging your buyers when they’re ready, not when it’s convenient for you.” - David Meerman Scott, Best-selling Author
  • “New technologies (mobile devices of all shapes and sizes, and location based services) will continue to grow, but the best marketers will realize its not about how to jam more ads into new platforms -- it's about how to use the new technologies to enhance your inbound powers of attraction.” Dharmesh Shah, CTO, HubSpot


Hi Guys - if you're still experimenting with this show's format and are looking to increase your numbers/reach, you might want to consider producing a weekly audio podcast. Plus, it would be a great adjunct to my "healthy inbound marketing lifestyle" (yes, I'm a HubSpot customer). 
I'm a big fan of marketing podcasts - I regularly listen to podcasts from Mitch Joel, Jay Baer, Marketing Over Coffee and Michael Stelzner's Social Media Examiner. And I believe Baer and Stelzer only started their podcasts this year. 
It seems given the firehose of content that HubSpot produces every week, you could produce a 30-minute audio podcast that could accompany your week in review blog post that is published on Sundays. Or perhaps after lunch on Friday you could grab your blog analytics and interview the authors of the most viewed or most shared posts. 
And the more you could make it about inbound marketing (rather than marketing in general), the better - nobody seems to have tried to carve out the inbound marketing podcast niche yet.  
But you'd better hurry up, because the iPhone has given a major shot in the arm to podcasts. Have a listen to this Social Media Examiner podcast from today to get a sense of the growing numbers and potential: 
Here's another SME podcast with Mitch Joel about the renaissance of podcasting: 
And since HubSpot measures everything (h/t to the MIT MBAs at HubSpot), here's a post about just that: 
Whatever you do, make sure that Karen Rubin and Andrew Quinn appear occasionally to ensure the word "porn" is mentioned so that we can resume our #mktgup drinking game here at @artillerymarket 
Posted @ Friday, December 21, 2012 12:56 PM by Douglas Burdett
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