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Social Media Marketing & Advertising

Which Social Network Should You Advertise On?

Written by Olivia Allen

social-advertising.jpg

Social media advertising is a great tactic to use to supplement your other inbound marketing efforts. That said, each comes with its own strengths and weaknesses, and acknowledging these can help you put out the most suitable, engaging content possible.

Social media has become a cornerstone of marketing strategy; it doesn’t matter what industry you’re in, social media is a tool you should be using everyday to interact with consumers.

Let’s dive in and examine the pros and cons of advertising on each of the four major social media platforms.

1) LinkedIn

The Good: One major benefit to using LinkedIn is its user base, which consists mainly of business professionals. Over LinkedIn, your ads are almost always seen by business-minded individuals, like yourself. This makes it a social media platform with high conversion rates. Like Facebook, you can also target to niche groups in categories like demographics, employee title and location.

The Bad: Don’t expect a high click-through-rate for your ad here. However, while you’ll rack in less overall clicks on LinkedIn, the users behind the clicks are much more qualified than they are on the other social media channels.  On Facebook, you may get as many as 1 in 200 impressions; on LinkedIn, it’s common to receive 1 in 500.

Another downside using LinkedIn is the cost of running an ad campaign. It’s normal to pay up to four or five dollars a click. The extra cost may be worth it you, however, because you’re reaching a higher-quality audience for your business and bypassing those who aren’t interested automatically.

 

Example: Here’s a perfect example of effective LinkedIn advertising. MarketShare used LinkedIn display ads to drive traffic to their site by targeting an audience of marketing professionals they were looking for.

The company garnered significant results by utilizing this method: the ad received a .10% click through rate, which was double the number MarketShare expected. They also reported seeing more qualified leads coming in through from different verticals. Success! You can view the MarketShare case study here.

2) Twitter

The Good: Twitter allows you to target people based on their current interests. Every time someone sends out a tweet with a hashtag, you have the ability to target them via social media advertising; this is just like keyword targeting on Google AdWords.

Another way you can effectively target a particular audience on Twitter is by honing in on a particular user. Find someone, like an industry influencer, and target their set of followers to extend your ad’s reach.

The Bad: Even though Twitter has a great ability to target users through keywords and hashtags, targeting by interest isn’t as easy. The selection of interests to choose from are extremely limited. The closest interest category for a B2B inbound marketing agency to choose from is “Marketing.”

Choosing this category will not prove to be very effective, since it includes such a vast industry. Twitter has the potential to being a great channel to advertise on, once they expand their categories for advertising.

 

Example: Even the most traditional companies can benefit from advertising on social media. Take for example, the Girl Scouts organization. Girl Scouts had developed a new mobile app that helped customers better find where products were sold, which, in effect, will drive sales.

The outcome of this ad campaign was a victory for Girl Scouts. Over 19,500 viewers downloaded the app; which was much more than expected. The key takeaway from this: use photos of your products to supplement tweets and entice visitors. Just like with tweets, an advertisement with an image is multitudes more effective. View their success story here.

3) Google+

The Good: Since the search engine giant created this social media platform, it’s no wonder they added SEO benefits to it. Any activity on your company’s page is calculated into your search optimization. For someone in your circle, your company’s page will appear before others that are not in their circles. People using Google+ are usually more tech-driven than those on Facebook or Twitter. If you think this is the right audience for you, it could be advantageous to use your marketing tactics there.

Google+ features “+Post ads” that post on Google’s Display Network, which increases the reach of your advertisements considerably. This is a major plus, because visitors don’t have to be directed to another website to with their clicks.

The most unique aspect to these ads is that an advertiser doesn’t pay for an ad if someone doesn’t click on it. They only pays for as many clicks as it gets. The one downside of this is that Google counts hovering over the ad for more than two seconds as a click.

The Bad: This social media network hasn’t received nearly as much engagement as the other three sites mentioned in this blog. It only has 540 million users; compared to the others, this is very low. It also doesn’t support advanced targeting options like Facebook does. On here, you can segment ads based on demographic targeting, contextual targeting and device targeting.

The promotion policies are also very restrictive, so contests, promos and giveaways aren’t a possibility, which stops many companies from advertising here. For this reason, the best way your business can use this site is for its SEO feature. This feature is also limited, however; if you’re not in someone’s circles, it won’t help Google get your website seen by those users.

Google+ ads helped Toyota increase engagement

Example: Toyota has been noted for its impeccable use of advertising on Google+. Toyota not only ran a campaign on +post ads, they also used hangouts to their advantage.

They used hangout to connect dealers with potential customers, so they were able to nurture them through the sales funnel at the first point of contact. Toyota experienced dramatic results from this campaign, including a 50% higher engagement rate than industry averages. See the complete success story here.

4) Facebook

The Good: Facebook has the largest audience, at over 1.19 billion registered users. The major plus with advertising here is the visibility it could give to your company. This makes Facebook a great choice for a small businesses. With the option to advertise based on location, you can easily increase your reach. Unlike LinkedIn, it’s a very cost-effective option. You can spend as little as a dollar a day per ad.

Another pro with Facebook ads are their advanced targeting options. When advertising on Facebook, you can target viewers based on six different categories: location, gender, likes/interests, relationship status, workplace and education.

They also do their own form of A/B testing for you. Facebook lets you create multiple ad variations and uses the best performing ad set from those variations. This gives you very valuable information into the effectiveness of each ad your company is producing.

The Bad: Facebook as an advertising only has one crucial drawback you should keep in mind: the metrics that Facebook provides regarding ad performance are (currently) pretty miniscule compared to other sites.

BarkBox used Facebook targeting options to find dog owners

Example: BarkBox used Facebook’s targeting abilities to their advantage and has greatly benefited from it. The company received half of their daily conversions and one-third of their daily traffic from Facebook.

They did this by targeting dog lovers with Facebook’s custom audiences option. Using targeted keywords of people who “liked” different dog breeds, they expanded their business and grew their subscribers to 5,000 per month from Facebook alone. You can see the full success storyhere.

The Bottom Line

Paid social media advertising can be very beneficial to your business. For best results, use this along with other inbound marketing tactics to really take your business (and profits) to the next level. Learn more about the perks of social media advertising in our ebook, “Social Media Paid Advertising” below.

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Adwords vs Adsense

adwords vs adsense

The difference between Adwords and Adsense is that adwords allows you to advertise on the Google search results pages (and the network of partners) while Adsense is the platform to use as a publisher to display Google Ads on your website.

Both platforms are developed and owned by Google and they have positively contributed to Google’s success. As a blogger or website owner there are many reasons why you should understand the difference between the two. For starters you should know what each platform is and under what circumstances you can use both Adwords and Adsense on the same website.

What is Google Adwords?

Adwords is the platform you can use as an advertiser to show your ads on the Google Search Results Pages, partner websites or the Google Display network (websites that show Google Ads).

One of the main characteristics of Adwords is that you only pay when someone clicks on your ad (Pay Per Click). When you create an account with Adwords, you can create your advertising campaigns, choose your ads and budget, decide where your want the ads to appear and Google will only charge you when someone clicks on the ads.

Adwords has become very successful not only because it generates a big part of Google’s income but also because PPC does offer a lot of benefits to businessestoo.

In general, adwords is not difficult to use but if you don’t know how to use it correctly, you may end up losing a lot of money. In my PPC tips article you can learn how to avoid 7 common mistakes and make a better use of your budget.

When you register with Adwords you can create several campaigns and ads (grouped into ad groups) and each adgroup can be targeted to a specific group of people. The system allows you to select for which keywords you want your ads to appear and also for which areas, times, days etc.

It is a very flexible platform with a number of options to create campaigns that are aligned with your overall digital marketing strategy and business objectives. The best way to learn how to use Adwords is to visit their official page but some things to have in mind are:

If I use Adwords, will my ad appear on the first position in Google Serps?

No. This is the biggest misconception many people have about adwords. There is no guarantee that your ads will appear on the top positions of a page for a given query. Adwords ads in general appear above the organic search results and on the right hand side of the page (see screenshot below – highlighted areas).

adword ads on google serps

Where exactly your ads will appear depends on many factors (competition, quality score of your ads, quality of landing page, bid amount and many many more) but this is something you can control and tweak through the adwords dashboard. An experienced Adwords Certified professional can help you optimise your campaigns and achieve better results.

Do I pay a fee when my ads are shown?

No. Adwords is a Pay Per Click (PPC) system which means that you only pay for clicks on your ads and not views.

Can I use both text and rich media ads (video, images) in my campaigns?

Yes, you can use rich media ads but these will be shown in the Google Display network (sites that participate as publishers in Adwords i.e. Adsense websites) and not in the Google SERPS. In Google search results only TEXT ads are shown.

Can I use Adwords for Local marketing?

Yes, you can use adwords to target users that are physically located in a particular area. For example if you have a barber shop in Boston, you can use Adwords to show your ads to people looking for a barber shop and are located within a radius of 30 miles from your business.

What is Google Adsense?

Adsense is the platform you can use as a webmaster or blog owner (we call these a ‘publisher’) so that Google ads are shown in your website. When someone clicks on an ad that is shown on your website you will get paid a portion of what the Adwords advertiser pays.

For example:

Let’s assume that a skateboard manufacturer uses Adwords to promote their products and they pay $2 to Google every time someone clicks on their ads.

Let’s also assume that you have a website offering skateboarding tips and you also participate into the Adsense program i.e You allow Google ads to be displayed on your website. When someone clicks on an ad from your website you will get paid $1,36 (68%) and Google will keep the $0.64.

The calculations above are only an example, there are many factors that play a role when both adwords and adsense decide how much each click is worth but what is certain is that for a click you (as a publisher) will get 68% and Google 32%.

I have explained in more details how Adsense works and how much you can make from Adsense but what is good to understand if you are a beginner to adwords and adsense is that Adwords is for advertisers who want to promote their products on the Internet and Adsense is for website owners who want to make money from their content.

Can I use Google Adsense and Google Adwords together?

Can I use adwords to promote my website so that more people will visit and click on my adsense ads and make money? NO. This used to be the case in the past but not anymore.

What some marketers did in the past was to run adwords ads to get traffic to a website and then aggressively place adsense ads on the page so that they get more clicks and make profit from the difference they paid for the adwords ads and what they received from Adsense.

This no longer works and should be avoided because:

Adwords has now more strict policies on what you can advertise on their platform. The system is mainly for businesses that sell real products and services online and not for affiliate or MFA (Made For Adsense) type of websites.

Adwords does not allow the landing page to have adsense. This means that while it’s ok to run adsense on your website and also use Adwords, the landing page (this is the first page visitors will see when they click an ad and enter your website), should not have adsense.

This is a very important rule that should not be violated in any way because you risk in losing both your adwords and adsense accounts and then you will be looking foradsense alternatives.

Adsense ads placement policies do not allow for aggressive placement of ads. It is recommended not to show more than 1 ad above the fold (that’s my recommendation and not the official adsense rules. You can read them here), and this will reduce the number of clicks your ads may receive thus reducing your earnings.

Do I have to use the same account for Adwords and Adsense?

That’s another difference between the two. You adwords and adsense account may use the same Google login but they are totally different and independent. For example you may end up losing your adwords account but still have access to adsense and the opposite.

Conclusion and final thoughts

Both adsense and adwords are great tools you can use to make money and also promote your products and services online. Adsense is the best option to monetise your content rich website and adwords is one of the most efficient ways to advertise your businesses to a well defined targeted audience.

Adwords VS Adsense – What is the difference and can I use both on the same website?

2

The Importance of telling your business story

8.18.2014

The Importance of Telling Your Business Story

8.18.2014

There seems to be a lot of talk about the importance of branding, but little substance about what comprises a brand. Ultimately, perceptions define a brand. Essentially an extension of the human dynamic of relationships, branding is about feelings, trust and respect. Telling the story of your business is one of the most powerful ways to stir emotions, build trust and immortalize your brand.

What Exactly is a Business Story?

Every business has a story, which includes:

  • A company’s roots and history
  • Track record
  • Values
  • Good deeds
  • Contributions to the world
  • Successes and failures

Knowing which of these aspects to highlight is part of the challenge of branding. A business story need not be all “rainbows and butterflies,” but in order to be an effective branding tool, it needs to be positive overall and most importantly, relatable.

Why do Business Stories Matter?

People have countless choices for products and services and they are increasingly cognizant of how a business can influence the world for good and bad. Customers want to know they are supporting something positive and meaningful; they want to spend money with businesses they can trust to be virtuous.

Nobody really wants to support a company that is just out to line the pockets of its investors.

When a good story is at the heart of a branding strategy, it makes a business more relatable and trustworthy. Consider how Starbucks and Facebook, both highly recognized and successful companies, have engendered remarkably different levels of trust.

Doing it Right: Starbucks
Starbucks has carefully refined their business story. They meticulously manage the story at every point of customer contact, from the baristas to press releases to books published by Howard Schultz. They have been successful at keeping the story “warm and fuzzy” and as such are loved and most importantly trusted. One of the ways they keep their story alive and on message is by training their employees how to tell it. In initial training, all employees watch video presentations that explain Starbucks’ history, how it takes care of coffee farmers, messages from leadership and why they will love the work.

Missing the Boat: Facebook
On the other hand, Facebook leadership has made little effort to tell their story thoughtfully. Outside influencers such as the movie “The Social Network,” news stories about profits and connections with the NSA have contributed to increasing dissatisfaction among users. Though Facebook is currently the biggest social network, few users would be eager to say it is a brand they trust or respect. The company’s relationship with its users is pretty much one of convenience, not one built on trust and loyalty. Whenever the next powerful social network emerges, you can bet that users will abandon the brand.

What Parts of Business Story Create Trust?

People have a desire to belong and contribute to a better world, so talking about how your business makes the world a better place will help create trust. Does your company support charities? Do its products improve the community or the world? Make sure people know about the good things your organization does as you tell your story!

Personal stories are another tool to build trust because they “humanize” businesses. The people who make a business work often get lost behind the image of the brand, which results in perceptions that the business is faceless and soulless.

Effective business storytelling highlights the contributions and achievements of the people who make the business work. Although it is good to have CEOs and executives to tell their stories, it is even more powerful to highlight contributions of front-line and background employees.

It is a bit tricky to tell personal stories and highlight the contributions of low-visibility employees, but there are some effective methods.

  • For the most authentic (and trust-creating) approach, let your real employees shine in your ads and video clips on your website. You could have them lead a tour through your offices, demonstrate a product or simply show them in action. For example, see the commercial for Salon 11 and take note of the actual stylists in action.
  • For larger brands, this may not be practical, and you might want to take an approach as GoDaddy did with the “Hot for Technology” campaign. They compared and contrasted what goes on behind the scenes of their seductive marketing. The ads in this campaign did a marvelous job telling the story of the company, explaining why they used over-the-top sexy ads and what really happens behind the scenes.

Another powerful approach is to be open and honest about your company’s history, successes and failures. If your company began as an underdog, highlight that and point out the positive ways in which the company found success. If the business made some major and/or public blunders, do not try to hide them, rather, put a positive spin on how they made the company better.

Storytelling Matters

Humans love stories, which is why we have news, mythology and traditions. Stories are how we learn and how we judge the world around us. They are fundamental to the creation of trust and loyalty. Telling your business story through compelling video, effective copywriting and purposeful messaging will help create lifelong customers who hold your business in high regard. With effective storytelling, the very sight of your logo will invoke feelings of trust, which will ultimately lead to more business and a stronger position in the marketplace.

2

Tell Your Business Story

8.18.2015

Tell Your Business Story

8.18.2015

There seems to be a lot of talk about the importance of branding, but little substance about what comprises a brand. Ultimately, perceptions define a brand. Essentially an extension of the human dynamic of relationships, branding is about feelings, trust and respect. Telling the story of your business is one of the most powerful ways to stir emotions, build trust and immortalize your brand.

What Exactly is a Business Story?

Every business has a story, which includes:

  • A company’s roots and history
  • Track record
  • Values
  • Good deeds
  • Contributions to the world
  • Successes and failures

Knowing which of these aspects to highlight is part of the challenge of branding. A business story need not be all “rainbows and butterflies,” but in order to be an effective branding tool, it needs to be positive overall and most importantly, relatable.

Why do Business Stories Matter?

People have countless choices for products and services and they are increasingly cognizant of how a business can influence the world for good and bad. Customers want to know they are supporting something positive and meaningful; they want to spend money with businesses they can trust to be virtuous.

Nobody really wants to support a company that is just out to line the pockets of its investors.

When a good story is at the heart of a branding strategy, it makes a business more relatable and trustworthy. Consider how Starbucks and Facebook, both highly recognized and successful companies, have engendered remarkably different levels of trust.

Doing it Right: Starbucks
Starbucks has carefully refined their business story. They meticulously manage the story at every point of customer contact, from the baristas to press releases to books published by Howard Schultz. They have been successful at keeping the story “warm and fuzzy” and as such are loved and most importantly trusted. One of the ways they keep their story alive and on message is by training their employees how to tell it. In initial training, all employees watch video presentations that explain Starbucks’ history, how it takes care of coffee farmers, messages from leadership and why they will love the work.

Missing the Boat: Facebook
On the other hand, Facebook leadership has made little effort to tell their story thoughtfully. Outside influencers such as the movie “The Social Network,” news stories about profits and connections with the NSA have contributed to increasing dissatisfaction among users. Though Facebook is currently the biggest social network, few users would be eager to say it is a brand they trust or respect. The company’s relationship with its users is pretty much one of convenience, not one built on trust and loyalty. Whenever the next powerful social network emerges, you can bet that users will abandon the brand.

What Parts of Business Story Create Trust?

People have a desire to belong and contribute to a better world, so talking about how your business makes the world a better place will help create trust. Does your company support charities? Do its products improve the community or the world? Make sure people know about the good things your organization does as you tell your story!

Personal stories are another tool to build trust because they “humanize” businesses. The people who make a business work often get lost behind the image of the brand, which results in perceptions that the business is faceless and soulless.

Effective business storytelling highlights the contributions and achievements of the people who make the business work. Although it is good to have CEOs and executives to tell their stories, it is even more powerful to highlight contributions of front-line and background employees.

It is a bit tricky to tell personal stories and highlight the contributions of low-visibility employees, but there are some effective methods.

  • For the most authentic (and trust-creating) approach, let your real employees shine in your ads and video clips on your website. You could have them lead a tour through your offices, demonstrate a product or simply show them in action. For example, see the commercial for Salon 11 and take note of the actual stylists in action.
  • For larger brands, this may not be practical, and you might want to take an approach as GoDaddy did with the “Hot for Technology” campaign. They compared and contrasted what goes on behind the scenes of their seductive marketing. The ads in this campaign did a marvelous job telling the story of the company, explaining why they used over-the-top sexy ads and what really happens behind the scenes.

Another powerful approach is to be open and honest about your company’s history, successes and failures. If your company began as an underdog, highlight that and point out the positive ways in which the company found success. If the business made some major and/or public blunders, do not try to hide them, rather, put a positive spin on how they made the company better.

Storytelling Matters

Humans love stories, which is why we have news, mythology and traditions. Stories are how we learn and how we judge the world around us. They are fundamental to the creation of trust and loyalty. Telling your business story through compelling video, effective copywriting and purposeful messaging will help create lifelong customers who hold your business in high regard. With effective storytelling, the very sight of your logo will invoke feelings of trust, which will ultimately lead to more business and a stronger position in the marketplace.

2

Branding

Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?

Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.

Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people. Who you are should be based to some extent on who your target customers want and need you to be.

The foundation of your brand is your logo. Your website, packaging and promotional materials–all of which should integrate your logo–communicate your brand.

Brand Strategy & Equity

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.

Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. a generic soda. Because Coca-Cola has built a powerful brand equity, it can charge more for its product–and customers will pay that higher price.

The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe.

Defining Your Brand

Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:

  • What is your company’s mission?
  • What are the benefits and features of your products or services?
  • What do your customers and prospects already think of your company?
  • What qualities do you want them to associate with your company?

Do your research. Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think.Know what they think.

Because defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a nonprofit small-business advisory group or a Small Business Development Center .

Once you’ve defined your brand, how do you get the word out? Here are a few simple, time-tested tips:

  • Get a great logo. Place it everywhere.
  • Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
  • Integrate your brand. Branding extends to every aspect of your business–how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
  • Create a “voice” for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.
  • Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
  • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
  • Be true to your brand. Customers won’t return to you–or refer you to someone else–if you don’t deliver on your brand promise.
  • Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.

2

Branding, Marketing, Advertising and Creative

An agency and firm should deliver memorable creative designs to stand the test of time. Our team is derived from creators. People who know the customers perspective very well not only through scientific studies but by having that close touch and personal relationship from end users.

Media One Marketing Group consists of artists, musicians, graphics artists and an amazing skill set of folks who are passionate about award winning designs.

We always aspire to outdo our competitors and creative companies we admire. At the same time we give our competitors the recognition they deserve. Our favorite campaign as of the today August 27, 2015 is the Coke Share a Coke Campaign

 

Share a Coke 2.0: The Hit Campaign is Back, and it’s Bigger and Better Than Ever

By:  Jay Moye Apr 14, 2015
Share a Coke

If you had trouble finding a Coke with your name on it last summer, your luck’s about to change. The “Share a Coke” campaign, which helped fuel revenue and volume growth in 2014, is returning to the U.S. this week with more names, more packages and more ways to share.

Coca-Cola will swap out its iconic logo on 20-oz. bottles of Coca-Cola, Diet Coke and Coke Zero for 1,000 of America’s most popular names – four times as many as last year. Share a Coke is kicking off a few weeks earlier to hit even more spring and summer occasions and celebratory moments – from Mother’s Day and Father’s Day, to proms and graduations, to weddings and family reunions.

Share a Coke

And consumers no longer have to scour the aisles looking for a specific name thanks to a new e-Commerce component that adds a degree of customization by allowing people to order personalized individual or six-packs of 8-oz. glass contour bottles at ShareaCoke.com.

These changes were inspired by creative fans who made the campaign their own last summer – from wedding proposals, to baby announcements to pre-college sendoffs. “We found that people were buying Share a Coke bottles not just because they found their own names, but because they wanted to share with others,” said Evan Holod, Coca-Cola brand director,Coca-Cola North America. “The campaign’s spirit of generosity shined through, and everything we’re doing this year is inspired by that learning.”

The team also learned to keep the communications simple, and to let the packaging’s straightforward labeling and #ShareaCoke hashtag do the heavy lifting.

“Last year we saw how excited people were when they found a Coke with their name or their friend’s name. People shared countless images of their discoveries online, sometimes before they even left the store,” added Jennifer Healan, group director of integrated marketing content for Coca-Cola North America. “Share a Coke gave the brand a new way to do something we’ve done for almost 129 years: connect people… our bottles and cans became a special part of people’s most memorable moments last year. Whether they were hanging out with friends, with their family on vacation or at a wedding, they personalized these moments and made them even more special with Coca-Cola.”

A full Share a Coke marketing push will launch on May 1, including TV and cinema commercials and social and digital elements. Fans can once again text their #ShareaCoke photos for the chance to appear on digital Coca-Cola billboards in some of the country’s largest cities, including Times Square in New York.

“While last year people found great ways to use Share a Coke in amazing ways, this year we’ve given people the tools to make sharing even more personal,” Holod says. “Our e-Commerce platform, along with new glass and aluminum bottles at retail, gives people a way to plan ahead, to use Share a Coke to make their most special occasions a little more special, and brings people together in the way Coca-Cola always has.”

Share a Coke

For example, 8-oz. glass bottles will feature “Mom”, “Dad”, “Grad”, “Soulmate” “Hero” and more occasion-specific nicknames, and multi-serve packs like 1.25- and 2-liter bottles will sport “Class of 2015”, “Team” and “Family”. “We’re also working with retailers to position our glass bottles with names like ‘Mom’, for example, next to flower arrangements leading up to Mother’s Day,” said Holod.

Retailers that participated in the 2014 campaign saw a year-over-year sales lift in July for 20-oz. Coca-Cola bottles. “Last year we were focused on selling the idea to customers,” Holod said, “but this year, given our shared success, they wanted to know how we could make it bigger.”

Aluminum bottles and emoticon-sporting mini cans will join the “Share a Coke” packaging mix in 2015. Coca-Cola Freestyle fountain dispensers even offer three limited-time Share a Coke mixes: “BFF,” “VIP” and “Legend”, and Coca-Cola Freestyle app users can unlock a secret fourth mix.

The Share a Coke experiential tour will cross the country again this summer, giving away more than 1 million customized Coca-Cola, Diet Coke or Coke Zero mini cans during 600 stops. The tour will hit theme parks and marquee summer events like the Essence Festival in New Orleans and the Coke Zero 400, in addition to hundreds of local stops. The full itinerary will be available at ShareaCoke.com, and fans can follow live location updates @ShareaCokeTour on Twitter.

“The excitement level we saw on last summer’s tour was incredible,” Healan said. This year we want to take that even further by giving fans more ways to share and personalize their summer experiences.”

“Share a Coke” debuted in Australia the summer of 2011-12 and has since rolled out in more than 80 countries, including New Zealand, Argentina, Brazil, South Africa, Great Britain, Turkey, Germany, Spain and Chile.

This is by far one of our favorite campaigns. Most people stop and look for a name they know. Talk about great brand recognition, engagement and purchases. The creator of this campaign is phenomenal. It has taken social media to new heights in sharing photos of people using the product.

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What a Marketing Firm/ Agency Does

A good marketing consultant (or marketing company) will have a balanced mix of technical know how and practical experience. They will know a region inside out and they will have the experience to know what will work for a particular business and what will not. They will market the business as if it was their own and they will have a proven track record of businesses that they have helped to grow.

Some of the main ways that a good marketing company can help a business to grow includes:

Develop marketing strategies
This involves determining exactly where a business wants to be in a say 3-5 years and developing a strategy that will help the business to get there. Marketing strategies need to be tailor made for each individual business simply because every business is different. A marketing strategy should be a simple document, produced in a manner that will enable the business owners or manager to implement the recommendations themselves if they choose.

From my own experience, a good marketing strategy encompasses a wide range of subjects included identifying a business’ current strengths, weaknesses, opportunities and threats. It makes recommendations on the business’ promotional material, advertising, corporate image, public relations activity, internet strategy and levels of customer service.

Trouble shooting
Many businesses find themselves in financial trouble due to a lack of customers. One prime example of this is retail – we have more shops now than ever before and there are more on the way. A marketing company can identify why a business is losing its share of customers and make recommendations to correct the problem.

Training
Understanding marketing, advertising, public relations and the media is a difficult task. They are specialised industries that all business owners need to know a little about. I have found that in recent years more businesses are looking for specialist training in these areas so that they can take more control of the future growth of their business.

Because of this, experienced marketing consultants are sought after to pass on some of their skills and knowledge.

Mentoring
Many businesses look for marketing companies to assist them in the growth of their business in an ongoing capacity. The marketing company may develop a strategic marketing plan and then work with the business to implement the plan over a period of time. In my business we have many clients that we have been working with for years in the capacity of a marketing mentor.

A good marketing company will develop a long and loyal list of clients. It will grow by word of mouth advertising and referrals from satisfied customers and it will produce results. In fact one of the best ways to decide on which marketing company to use is to ask for a list of customers that can be contacted as referees to verify the ability of the marketing company to produce results and to deliver what they promise.

More and more businesses are using the services of a marketing company to help their businesses to grow. The costs associated with using this service is normally far outweighed by the results achieved and if the marketing company is any good, it will be the beginning of a long and beneficial relationship for both parties.

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Disadvantages and Disadvantages of YELLOW PAGES

Advantages & Disadvantages of Yellow Pages Advertising

mobile phone image by Vladimirs Koskins from <a href=’http://www.fotolia.com’>Fotolia.com</a>

Yellow Pages phonebooks have been in American homes and have served as a “search engine&rdquo; for people to locate products and services on-demand for almost 120 years. Yellow Pages is keeping up with the times with electronic versions. Consumers increasingly rely on digital resources to research businesses and gain information before making purchasing choices in their homes, at work and while driving

Cost Advantages

  • It doesn’t take a rocket scientist to figure out that cost is a big problem for Yellow Pages advertising. Even though the cost is substantially less than that of a 30-second television commercial or newspaper or a major magazine ad,they have many empty promises followed by unmeasurable results. Their web “Design” is all cookie cutter based. They focus their attention to small businesses who do not have the skillset, knowledge or funds to hire professional agencies. They do offer a “FREE” listing in Yellow Pages but you really have to be very hard pressed to seek information on how to set up your FREE ad in their listings. This does include online making it an affordable solution for budget-conscious businesses.Just be aware that they are in business to sell sell sell and while you are on the hook they will do just that. They have multiple companies such as HIBU, Dex Media, YP, Yellow Book etc. and will try to sell you on ALL of their platforms. The sales calls do NOT STOP.
  • So if cost is the only thing you are worried about, you are not showing the proper attention needed to ensure your company is getting the proper attention it deserves.

Distribution Advantages

  • Yellow Pages allows businesses to reach a broad range of residents in a metropolitan area. Local businesses can grow their customer base and reach out to potential customers who live or work near the business, in other neighborhoods or far across town. Many metropolitan areas have multiple editions. Businesses use this feature to target specific neighborhoods, suburban areas and surrounding cities.

Established Resource

  • Yellow Pages is an established media vehicle. When people move to a new home, they often make sure to take the phone books along so that they can locate new service providers, like dry cleaners, banks and grocery stores. Alphabetic listings by service and business make Yellow Pages user-friendly. Residents without access to a computer still rely on phonebooks. But the number of users is declining expedentially each year.

Limited Reach

  • Yellow Pages falls short in reaching customers beyond local borders. This can adversely affect businesses who want to reach customers regionally, nationally or even globally. The Internet and e-commerce now allow businesses of every size to compete in the virtual global marketplace. For example, in the past, a jewelry designer with a small boutique depended on phonebook advertising to reach local customers. Today&rsquo;s boutique owners can set up a website and sell to customers all over the world.

Content Limitations

  • Yellow Pages advertising has limited content capabilities. A full-page ad is the maximum space allowance, and that can be costly. Websites allow businesses to include as much content as needed and desired, along with pictures, videos, surveys, polls and other interactive features. A television commercial can include time-sensitive information to promote a sale or the arrival of new products. A magazine ad can promote an event, pricing or season-specific items. Because phonebooks are printed once a year, opportunities to update or revise content or promote seasonal specials are limited.

CRM Disadvantages

  • Additionally, phonebooks are limited in ability to capture customer relationship management (CRM) data. Websites empower businesses to capture names, e-mail addresses, telephone numbers and other information for sales follow-up and e-mail marketing. Television and radio commercials can incorporate &ldquo;operators are standing by&rdquo; features to capture CRM information. Magazine ads can include coupons to achieve similar goals

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Web Development

What We Do

Our founder searched for a team that not only delivers a great web product but delivers happy clients. We’re consumed with a passion for the web, and it shows in our work.
Here’s just a sampling of services that we do best:

  • WEB DEVELOPMENTIf code is poetry, call us Dorothy Parker. We’ll build your website to be modern and beautiful, inside and out. You’ll have a strong site that helps you accomplish your business goals and looks good doing it.

    • Content Management System (CMS) Architecture
    • E-Commerce Solutions
    • User Interface Design
  • RESPONSIVE DESIGNPeople interact with your business in many ways with many different devices. We’ll make sure your website looks and works its best on all of them. Losing traffic because of an inoperable site is a thing of the past.

    • User Experience (UX) Development
    • Content Priority Mapping
    • Mobile-First Design
  • MOBILE APPLICATIONSAndroid? iPhone? Doesn’t matter. We are mobile device whisperers. If you need an app to drive your business, we’re your team. Whether it’s an app to listen to radio online, or for charting surgical procedures, we love the challenge.

    • iOS and Android App Development
    • App Store Management and Support
    • Native UI Element Design
  • CONTENT STRATEGYIt’s important to have an aesthetically appealing website that is memorable, but it’s more important for that site to tell your customer what you need it to. We have strategists on staff that will work with you and the developers to deliver your brand’s promise delivering a memorable message and online presence.

    • Copywriting and Editing
    • Content Modeling and Prioritization
    • Search Engine Optimization (SEO)

We Believe:

In a clean, simple web design that is visually appealing. User experience is most important for consistency in a brand above all else. We work constantly on innovation, new trends and designs. Designing to support good content.Open source tools within an active developer community.

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Social Media Marketing

If you have a business, you need to be on social media – it really is that simple. A business without a social media presence is like a driver cruising down the street at night with no headlights. It’s dangerous, and it significantly lowers the probability you’ll end up where you want to be (and even if you do, it’s going to take you a lot longer to get there).

There’s no question that social media is a key factor to success in business these days. But how do you pay for it? How do you find the time to manage your accounts?

First, let’s get one thing straight. There’s a lot you can do on social media for free. You can set up a Facebook account and start posting, just like you can set up a Twitter feed and start tweeting. The problem, of course, is your reach. Because so much information is being shared on these social platforms, the networks themselves have no choice but to filter out some updates to be seen by their intended recipients and to let others go unseen.

Facebook, for instance, states that, “Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.”

Brand messages are more likely to fall into the “less important” camp than personal updates, which has led to increasing interest in paid social advertising. Basically, it’s an “if you can’t beat them, join them,” mentality. If you can’t capture organic reach and engagement on your own, you may want to give paid advertising on social networks a try.

That said, unless you’re blessed with an unlimited budget, you’ve got to be sure you’re getting the most out of the money you allocate to this cause, both in terms of the campaigns you run and the tools you use to manage them. If you aren’t sure how to get started – and you want to maximize your ROI for these campaigns – contact us

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Internships at Media One Marketing Group

Media One is always seeking new talent and has a great internship program. The program teaches hands on technology and tech style marketing as well as design and trends in advertising. If you have an interest in our internship program email ron@mediaonelink.com with INTERNSHIP in subject line with resume

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