Now that we’ve established the growing power of the digital influencer and their ability to engage your audience on a deep and meaningful level, let’s dive into why they’ve become such powerhouses.
There is a new influencer in town. She’s part celebrity, part media, part spokesperson and nothing like you’ve ever dealt with before.
My work is fundamentally creative. There are loads of analytical pieces, but at the end of the day, marketing is about making a connection with human beings who are not as predictable as marketers would like to think. Yes, there are lots of studies on consumer behavior and human drive and we can move the […]
Okay, maybe I’m overstating it. Some sales are driven through social media channels. I know I’ve bought books and songs and contributed to Kickstarter campaigns many times because a friend shared a link and I thought, “Hey! That’s awesome! I should buy that!” I’ve even tipped a bigger purchase in favor of a friendly recommendation on […]
[title quote attributed to Alexander Hamilton as well as Malcolm X in various forms, image bought from Shutterstock] I’ve been trying to put my finger on the problem with so much of the social content brands put out into the world. Why does it seem so damned flat and soulless? Sure, they post the occasional […]
People get comfortable with routines…even if they aren’t the most efficient. Sticking with a familiar inefficiency is often less daunting than switching to an unknown. Many companies try to sell their products and services as an ‘easier’ or ‘time saving’ or ‘better’ way to do something, but even if your potential customers will save time […]
In 2007, I sat on the patio at the Driskill Hotel with a reporter for the SF Chron. He was writing a story on what print could learn from the scrappy ‘web 2.0′ world filled with amateur writers, film makers and personalities. I told him straight up, “Want to save newspapers? Become the world’s best […]
“One of the things I love most about web standards is there are so many to choose from!” The ironically witty statement above was uttered by my friend, David Crow, on IRC in 2006. Seven years later, it’s pretty much the same. Every major company pushing their own standards and pretty much every one of […]
One of the things I’ve loved most about crafting my career in online marketing is that there is lots of feedback when it comes to campaigns. You can tell almost instantly what people respond to and what falls flat. When I started out in marketing in 1999, billboards, radio, television, print and other difficult to […]
Shortcut. Silver bullet. Hidden passageway. Secret. So many people want one or want to unlock one and sell it to everyone for profit. In fact, the number of ‘unlocked secrets to…’ that I’ve seen advertised is off the charts. This says to me that these schemes work. Not the secrets themselves, but the schemes to […]