Marketing

Content Marketing Fuel

Many companies are aware of risk, litigation, human resources and more. But for the chief marketing and social selling officers of those companies, offering content marketing services to mid-size and enterprise retailers and agents of different types is fascinating.

And though social media might seem easy, it takes technical and creative skill. Indeed, the vaunted example of content gold is quality, anything strongly converting lately that resembles video or interactive graphics. Words lift weight still.

Of course, the audience for this article is marketers. At any rate, the headline is intended to initiate a reaction from you the reader about the user tracking and pixel-tracking conversion discipline. But could it be said that anyone is still only using word of mouth and traditional PR to build a brand? I’d love to have a conversation with that person.

General

No AppleWatch for Me, Waiting for the 2nd Gen. Moto360

In a great post, today by Mike Vardy entitled Why I’m not Getting an Apple Watch the value of writing about the Apple Watch floated to the top of my mind. First, there’s no way I’d get the first version of any product. Add to that the less-than-glowing reviews of the Apple Watch that have come out this week in the New York Times and Mashable.

Aside from the cultural facts that make Apple products newsworthy, even perhaps when they shouldn’t be, the main point of Vardy’s article about workflow is the jumping off point for me. Whereas Vardy says the Apple watch wouldn’t enhance his workflow, I’m certain having an Android Wearable would improve my workflow.

Why?

I use two-step authentication, with Google Authenticator.  Frequently. The app sits on my phone, and I perform the task of signing in at least five times a day. As such, having a smartwatch would lessen the time it takes to find my smartphone. With a smartwatch, I could use two-step authentication on my wrist.

I’ve already seen the great reviews about the Google Authenticator App for Wearables. The thing is, while I agree with Vardy that more notifications won’t be of value for focus and productivity, their function is not to be dismissed. And the new version of Motorola’s flagship smart watch, codenamed ‘Smelt’ has people talking.

Even though there are a number of new smart watches coming to market, displayed at the recent Baselworld luxury timepiece event, the reason I’m focusing on the Moto360 is about price and purpose. It’s lower cost than the Apple Watch and other’s like the Huawei. Also, it doesn’t require a data plan by itself, which is a huge decision-making factor. I’m a data hungry CEO.

So while I’m not rushing out to get a smart watch, I’ll be getting one in the coming months to enhance my workflow.

General

Canadian Internet Marketing Conference Top 5 Take-Aways

The Canadian Internet Marketing Conference holds value for marketers today, who must nimbly manage the bridge between traditional and digital communications tactics. And while new media remains fresh with wearables and the internet of things, the new media are indeed not so new. In fact, social media marketing has matured to the point where a conference like #CIMC2015 can offer enough depth for a wide range of attendees. I met agency reps, account directors, and small business owners.

The chance to network and learn from Canadians is unique. The technology sector growth across Canada, in Vancouver, Victoria, Toronto and Montreal is taking off. According to @Invest_Canada, Canada’s technology sector contributed $69.7 billion to GDP as of 2013. Apart from the valuation of the tech community in Canada, there are few events that bring a broad audience together under the same roof.

Canadian Marketers Networking

The overall sense I got from the conference is that a deep change is still happening inside marketing departments and in the customer space. The transformation towards collaboration, brand positioning with media and leveraging specific communication channels has been going on for well over half-a-century. But it is perhaps the movement towards digital conversions that is moving the ball faster. Regardless, clients are learning more about digital and expectations are changing rapidly. With that in mind, let’s review the major points.

Top 5 Take-Aways

1. Big data tells the story of transformation in the marketing arena.

2. Put a dollar value on digital conversion metrics for your business.

3. Open up to customer insights and let them guide the development of your voice on social channels.

4. Responsive websites are no longer optional.

5. If in doubt about ROI, show clients the data.

Events targeted at digital marketers are growing at a rapid pace. There are however relatively few events aimed at Canadian firms and businesses. For this reason, while there’s still a number of great reasons to attend SXSW, F8, SMMW15 and Mobile World Congress, it’s worthwhile for me to put CIMC2016 on my calendar for next year. See you there.

IMG_20150327_172951 IMG_20150328_093811 IMG_20150329_092408

General

2015 bite-sized #Mktng prediction

Driverless cars are on the horizon. No one could have predicted the last year in history. A step further, no one could have predicted the many headlines in which the internet played a strong role. The story of social media’s impact on culture is just starting to accelerate. Very interested in helping to increase the shared language among the CIO and CMO. My prediction: in 2015 brands are going to learn to love their marketing dashboards. Seasons greetings and happy holidays!

General

Canadian entrepreneurs can’t rely on Silicon Valley ‘lean startup’ bible, author admits

As a Canadian startup owner, this is a crucial post. From one of the leading and most important minds in startup development in North America.

Financial Post | Business

Sometimes even a prophet has to leave his own country to better understand the world.

That’s certainly the case for startup guru Steve Blank. The retired serial entrepreneur and author is the co-pioneer of the “lean startup” methodology, a customer-first model that has revolutionized the way startup companies come to market.

Mr. Blank now thinks the world needs another revolution, because he no longer believes his model works for startups outside of Silicon Valley.

(The following paragraph can be skipped by readers under 25: In a nutshell, a “lean startup” takes as little time as possible to get its “minimal viable product” to market, in order to gather vital customer feedback before it exhausts its startup capital. Young entrepreneurs around the world, especially in technology, have adopted the lean startup as their base model — and angel investors and VCs pretty much insist on it.)

The trouble is, as Mr…

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Gartner Predicts Live Video Broadcasting Will Be the New “Selfie” By 2017

A position Photonic PR agrees with.

I'M a Bridge

Connected-Home Experiences Will Center on Video and Apps

Video and visual technologies are becoming increasingly important for interacting with customers and each other, according to Gartner, Inc. Gartner predicts that by 2017, live video broadcasting will be the new “selfie” and recommends that product managers start creating a “visual” strategy straight away to accommodate this trend.

“The next generation of consumer services and products has one main theme in common and that is video,” said Brian Blau, research director at Gartner. “This means incorporating live video or other real-time technologies into products to engage users in live events and enable more personalized communications, providing better customer support, and offering best-of-breed video and TV experiences to connected homes.”

Over the next four years, Gartner expects a noteworthy shift from static photos to video, with live video becoming as important a medium. This will be a significant development as in 2014 alone…

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