Here are five marketing myths you may want to avoid trusting in 2014.
Taco Bell was shellacked on social media and PR channels earlier this year when an Instagram photo appeared showing an employee licking a stack of tacos. Yet, there seems to be no brand crisis at all, rather a blip on the incredibly powerful ascent of the fast-food restaurant. According to AdAge, “Taco Bell in 2012 posted an 8% increase in U.S. same-store sales — more than twice the 3.3% gain of industry leader McDonald’s.” And there seems to be no slowdown in sales. Taco Bell has done more than just launch the uber popular Doritos taco line. They have dominated the male millennial demographic, launched a healthier Cantina line, engaged in effective marketing to the Hispanic sector. The fast food […]
Image by Marion Doss There’s an old saying in politics that perception is reality (attributed to Lee Atwater). If you want an example, look no further than blogs written under the guise of venerable mastheads like Forbes, Fast Company and Harvard Business Review. Consider the perception of journalistic excellence these mastheads possess — and yes, even new media outlets like Techcrunch, Mashable, and others. What these branded blogs deliver often strays from the greatness they promise. Yet people consider these blogs authoritative for some reason. With so much chum and hubris floated to succeed in the attention economy, what we get is not what is perceived.
by Jeremy Pepper The past month had two interesting data points on content: ProPublica noted that public relations professionals now outnumber journalists 3:1, which is changing the face of journalism. Then the FCC noted that the dearth of local journalism is, well, hurting journalism and local communities (a nice overview off the stories and the story is here). Neither of these stories are surprising: the death of local stories has been happening for the past 10 years; it has less to do with the economy but more to do with the profit margins of the large media conglomerates – who are in business to make their shareholders (and owners) money. Picking up a local paper in the past five years, […]
Image by the U.S. Navy A movement exists to quantify everyone’s social media strength across diverse social networks and blogs. This widespread strength is a sign of true influence, argue social media gurus. Perhaps from a mass consumer market or a top influencer’s perspective, a “machine gun” approach towards influence makes sense. For most, addressing only widespread influence puts an organization into a position of weakness. A vast majority of companies and nonprofits must cultivate specific vertical markets, and specialized media and communities, just like a gardener tending his/her specific plot of land. Rare is the brand that has the luxury of shooting across all markets with blanket approaches aiming for only the most “influential” voices. This is in essence […]
Maturation in social media marketing has created a sea of sameness, where conversations revolve around listening, responding, strategy, ROI, influence, etc. Consider the common complaint that all of the social media books, A-List blogs, and retweeting fans say the same things. The current “state of the conversation” serves as a great reminder that mature markets require differentiation to stand out and capture stakeholders’ attention. It’s only by differentiation can one cut through the cluttered idea market to gain a stakeholder group’s interest. Differentiation distinguishes ideas, services and products. Differentiation gets back to basic product marketing. That means creating an element(s) of uniqueness to an offering that appeals to the marketplace, whether that’s information for marketers, social change theories to attract […]