New Media on Ulitzer
Some call it interactive marketing. Others call it digital marketing.
Still others use internet marketing, web marketing or online marketing.
Frankly, the terminology doesn't matter. What matters is that companies
need to and want to address this function, and are becoming more and more
open to exploring the different ways of doing it.
Occasionally we get a request from a company that has already decided that
they'd like to build this function up in-house, using primarily employees as
opposed to agencies, consultants and contractors. The company typically has
plenty of reasons for this approach, and while we often present scenarios
that represent an alternative option, we do that to help the client arrive at
the right decision for the organization. After all, we call ourselves Right
Source Marketing. We recognize that there are many ways to b... (more)
Personal Branding on Ulitzer
As part of my normal procedure before meeting with a prospective partner, I
explore as many of the company's marketing vehicles as possible.
Sometimes that list is short - a website and a brochure. Sometimes that
list is longer - a website, brochure, blog, social media profiles, search
engine listings, executive LinkedIn profiles, etc.
Over the weekend I went through this process to check out a prospective
partner, and ran into some good news and bad news. The good news is that
this company has clearly embraced the idea of expanding its footprint b... (more)
We’ve written on this blog previously about the importance of content and
how writing is often undervalued, whether for a press release, website,
social media, email or really anything else. Just as important as having
the right content and writing well is having the right tone.
People connect with – and buy from – people, or at least the brand’s
personality. Make sure your approach to your content represents your
company’s personality. If you are a creative services company and a bit
irreverent, your tone should reflect that. At the same time, you probably
don’t want your m... (more)
New Media on Ulitzer
“I hear you guys are the social media gurus in this area. Can you help us
blow out our efforts on LinkedIn, Twitter and Facebook?”
These were seemingly innocent words from a prospective client, spoken just
last week. As we dug a bit deeper, the red flags started flying. He wants
help with social media only, and wants to address only those three
properties. He doesn’t want us to worry about how the website, blog,
search, email or other areas might impact social media. He is concerned about
tracking the effort, but his tracking and measurement will focus on volu... (more)
In what has to be a nearly unbelievable set of coincidences, 3 times in the
last week I’ve met with a prospective client shortly after they’ve met
with a shop that specializes in Search Engine Optimization (SEO). First,
let me say that I like SEO, I’m not picking on SEO, and I think that search
is a key piece to look at as part of your marketing plan. Research shows
that approximately 80% of Web sessions start with a search - so yes search is
important. And yes, we talk about SEO on this blog a lot too.
What really got me, though, was that in each of these cases the SEO shop ha... (more)