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Are You Vigilant in Protecting Your Reputation?

22 Feb

Whether we are reviewing our company’s reputation or our own personal self-brand, the results may be challenging because of the spread of fake news and the proliferation of negative social media comments. What we hope for perceptions of our reputation may not be in sync with the way others see us. And having a favorable reputation is critically important.

What can we do to have a well-respected reputation? Consider these suggestions from Sapir Segal, writing for Marketo:

Social media marketing requires a lot of patience and maintenance. Once you’ve established your social media presence and are generating engagement and measuring your ROI, the most important stage is to protect your hard work. Monitoring and protecting your social media presence from decline or extinction is just as pivotal as demonstrating it in the first place.”

“Controversial posts, account hacks, and inadvertent mistakes are all examples of threats that could harm your brand’s reputation. Luckily for marketers, many of these troubling factors are avoidable or correctable. To protect your social media reputation, you must have a careful eye for potential problems, a plan for handling crises, and a team you trust to write and manage the content. Here are three common mistakes that plague social media marketers: (1) unsupervised content publishing; (2) controversial content; and (3) account hacking.”

 

Click the image to read Segal’s solutions to these problems!

 

How Big a Hurdle Is Ad Blocking in 2017?

17 Feb

Ad blocking is becoming an enormous problem for online marketers, going from a nuisance a couple of years ago to a major threat today. ARE YOU PREPARED TO HANDLE IT?

Technopedia describes ad blockers as follows:

“An ad blocker is a program that will remove different kinds of advertising from a Web user’s experience online. These programs target certain kinds of ads, such as pop-ups, banner ads ,and other common forms of online ad blockers work in many different ways. Some are standalone programs, while others are features of more comprehensive customizing services, or add-ons for a particular browser or operating system. Some browser-specific programs, like PithHelmet for Safari, or other programs for browsers, like Opera, are designed to work well in a particular environment. Others work with Windows or another operating system to block pop-ups or other kinds of ads.”

“Users have a wide range of options for blocking out different kinds of ads. Some programs delete cookies and other Web markers to effectively limit ads. Web proxy programs like Privoxy can be effective ad blockers. Some users will choose to block Adobe Flash in order to block annoying video ads, which are now common on some websites. There are also freeware programs that may use simple principles to block out advertising.”

So, how much of a threat is ad blocking in 2017? Even though eMarketer has scaled back its estimates slightly; ad blocking is still growing significantly. As eMarketer notes:

“eMarketer has scaled back its estimates of ad blocking users in the U.S., reducing the number to 75.1 million. At that level, more than one-quarter (27.5%) of US internet users will use ad blockers this year. While the estimate has been reduced, growth is still significant, at 16.2% in 2017.”

“Ad blocking is much more common among desktop/laptop users than smartphone users. For smartphones, the incidence of ad blocking is less than 8%. That’s partly because mobile ad blockers are often not as effective — especially within apps — as they are on desktops and laptops. Ad blocking continues to be far more prevalent among younger people. This year, 41.1% of millennials will use ad blockers, r estimates. The use is lower among Gen X internet users at 26.9%, and for baby boomers, ad blocking is at 13.9%.”

 
Click the image to read more.

US Ad Blocking User Penetration, Desktop/Laptop vs. Smartphone, 2014-2018 (% of population)

 

Rating the Super Bowl Ads: What’s YOUR Take?

7 Feb

From a sports perspective, Super Bowl LI was an exciting football game — the first one ever going into overtime. But was this Super Bowl an advertising success? The reviews of the ads are mixed. [Click here to access all of the ads.]

Consider these observations from

“The New England Patriots’ furious comeback victory over the Atlanta Falcons must have felt like a relief to the National Football League and many of its fans, if only because it squarely turned the focus and conversation back to football. That came at the close of a Super Bowl where commercials that once would have seemed relatively innocuous felt provocative thanks to the polarized political climate.”

“Super Bowl ads featuring images of multiculturalism and inclusiveness are hardly new — sponsors like to appeal to wide audiences with feel-good imagery. Even so, amid all the acrimony over government policies, several commercials risked becoming lightning rods, including a Budweiser ad that dared to trace founder Adolphus Busch’s immigrant roots and a Coca-Cola spot that offered ‘America the Beautiful’ in different languages.”

“[Nonetheless, for the most part], the much-ballyhooed commercials yielded as few highlights as New England’s offense did during the first half.”

 

Each year, Advertising Age runs an online post-game poll whereby anyone can vote on the question: “Which Super Bowl Ad Was the Best?” As of Monday night, the following ads were rated the best by those participating in the Ad Age poll. In addition to listing the best ads (in the order of the Ad Age poll results), we are providing the ads themselves. WHAT DO YOU THINK?

 

Airbnb “We Accept”

 

84 Lumber “The Journey Begins”

 

Audi “Daughter”

 

Bai Brands “Gentlemen”

 

Budweiser “Born the Hard Way”

 

Mr. Clean “Cleaner of Your Dreams”

 

Honda “Yearbooks”

 

Kia “Hero’s Journey”

 

Tide “Bradshaw Stain”

 

 

Influencer Marketing: Coming of Age

1 Feb

One of our most popular emerging concepts is “influencer marketing.” What is it and how should it be used?

Consider these observations by Lee Oden (CEO of TopRank Marketing):

What does ‘influencer marketing’ mean to you? Are you thinking of celebrities posting product photos to Instagram? Or having a famous YouTuber run a contest for a meet and greet at an event? Why not send products to bloggers in the hopes that they’ll do a review and say nice things? Surely that’s not all enterprise marketers think of when it comes to the possible outcomes with influencer relationships.”

“The promise of brands collaborating or outright paying influential individuals to create content that lifts the brand’s credibility and reach to sell more products is something that companies of all sizes have been hot on – especially in the past 12 months. With a groundswell of interest, there are many divergent interpretations of what influencer marketing really means.”

“With so many different opinions, best practices, and even definitions, we set out with influencer marketing platform Traackr to bring clarity and future direction by conducting research into the practice for large, enterprise organizations. We also engaged my pal and respected futurist, author and analyst, Brian Solis of Altimeter Group to conduct an analysis of that research and write a report outlining what is working, what isn’t and future trends.”

 
Take a look at Influence 2.0: The Future of Influencer Marketing Research Report 2017, in-depth analysis and research on influencer marketing. Click on the image for the full report. [Note: a FREE signup is required.]

 


 

2017 Super Bowl of Advertising: A Preview

31 Jan

This Sunday is the Super Bowl of advertising (oh yeah, there’s a football game, too). It’s the time when advertisers pay $5 million per 30 second spot — besides production costs — and try to stand out in the crowd.

Today, we are previewing the upcoming February 5, Super Bowl. Next week, we’ll do a postmortem of the 2017 ads.

Here are some things to expect for this Super Bowl:

  • Starting February 1, YOU can vote at USA Today’s Super Bowl Ad Meter for your favorites.
  • All ad time slots will be sold out for the game, which is on Fox TV.
  • There will be 110+ million U.S. viewers.
  • Pre-game and post-game advertising will be bigger than ever.
  • Pepsi’s half-time show featuring Lady Gaga will be a spectacle aimed at younger adults more at than older ones.
  • The NFL has turned down GNC’s advertisement. As  Judann Pollack and Nathan Skid reported for Advertising Age: “GNC, which had been planning a Super Bowl commercial as part of its huge rebranding effort, said it has been rebuffed by the National Football League today, four days after Fox cleared its commercial in writing. Jeff Hennion, exec VP-chief marketing and E-commerce officer at GNC, said the NFL objected to its commercial because its products include two of the 162 substances banned by the league.”

 
Here several ads to look forward to seeing:
 

Budweiser — “Born The Hard Way”
 

 
Ford — “Go Further”
 

 
Febreze — “Half-Time Bathroom Break”
 

 
Kia — Teaser for “Iceberg” ad
 

 
Mercedes — Peter Fonda from “Easy Rider” fame
 

 
Mr. Clean — “Cleaner of Your Dreams”
 

 

Great Books to Read in 2017

26 Jan

As we continue to look ahead to 2017, there are various books that provide valuable information and that are highly rated by reviewers. Here are a few sources for YOU to check out, by topic.

Click the images to read the reviews.
 

“5 Must Read Books That’ll Inspire Entrepreneurs in 2017”


 

“12 New Books to Help You Build Wealth and Get more More Done in 2017”


 

“11 Great Business Books to Read Right Now”

 

“20 Books Every Marketer Should Read in 2017”

 

“Top 15 Best Books on Social Media Marketing for 2017”

 

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