How to Choose a Social Marketing
‘Expert’ or Agency
by Jeff Molander
Time to read: 6 minutes.
In a digital advertising world filled with hype, spin and flat out lies it’s hard to make reliable, strategic decisions about investing in social technologies or strategies. What people or agencies should you say yes and no to? What’s the qualification process in an evolving, “standards-less” industry? Realizing that everyone’s got a good reference or two lying around… how do you qualify social media/marketing experts and agencies in particular? Here’s my quick tip on how to find and qualify professionals who are focused on real, tangible social marketing outcomes.
The Bad Habit that is Display Ad Spending
by Jeff Molander
For over a decade now we digital marketers have been suckin’ down that cool, refreshing, painfully outdated advertising strategy — display ads. We’re investing billions in a scatter-shot tactic running on a precision-focused platform (ie. the Web). Why? Cause that’s what our daddy does and that’s what “research” tells us to do. But the illogical and dangerous habit doesn’t stop there. The argument to invest in digital display advertising has degenerated to shocking levels. Everything we read (mainly faux research) and hear (at conferences) is insane. We’re not told to invest because “display ads work” but “because they feed what everyone knows DOES work.” That is, search marketing! That alone appears to be why we must continue to spend on yesterday’s tired media model of chasing eyeballs and calling it a day. Click to continue…
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I’m Calling Bull on Twittermania
by Jeff Molander
Twitter. The world cannot stop talking about it — so it must be important right? It’s been a fun ride but I say it’s mostly bull. You don’t need to be using Twitter. Large or small brand, you don’t need to be THAT worried about the social influence of customers on your brand. Fact: none of this social marketing stuff is new, complex or urgent because the outputs, so far, are rarely (if ever) meaningful to businesses. The experts are not only wrong but most of Twitter’s “big success stories” are mostly overblown, illogical or actually symptoms of a broken customer service system.
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