As Benjamin Franklin wrote, “Nothing is certain except death and taxes.”
He might as well have added that it’s a near certainty that writers will trot out lists of predictions at the beginning of any new year. I won’t exempt myself from that rule, but whereas many are content to predict new trends, I’ll restrict my predictions to those trends I believe are dying, unless they get some major form of life support.
Will Twitter become the new MySpace? While it may be too early to say goodbye to Twitter, we all know it’s struggling while Facebook and Snapchat continue to grow. Twitter’s all social media users, a decline compared to previous numbers. Although the return of Jack Dorsey may herald a wave of improvements, Twitter has been languishing for years now, and it may be too little, too late. The company made minor changes last year, like not counting images and video toward the 140 character limit, and has hinted at more changes, but it will take more than a little bit of flexibility to woo new users. Read more…
In a world oversaturated with brands and ads vying for your attention, today’s marketers are expected to go above and beyond to make their work stand out.
At Mashable, we celebrate the game-changers. The people, brands and ideas that are starting conversations, engaging audiences and creating the future.
That is why we’ve created the Mashies—Mashable’s annual awards program showcasing the year’s most outstanding digital work in marketing, advertising and social—to celebrate marketing that is impactful, meaningful and, ultimately, game-changing.
After careful consideration by our distinguished panel of judges, we’re excited to announce the Mashies finalists and winners of 2016! Read more…
Over the course of an hour, @MashBusiness covered an array of questions, ranging from some of the challenges brands and agencies face in digital marketing today, to different ways brands can adjust to the various changes social networks make to their platforms.
Digital media is constantly in an ebb and flow of change. The things that were relevant to us a year ago are now considered obsolete. As leaders in such a fluctuating market, how do marketers keep up with these changes and stay on the cusp of the next “big” shift in digital media?
Granted, evolution is a natural part of any thriving industry, but in the digital era, few can rival the speed at which marketing has continued to change — adding new capabilities, platforms and best practices
Are you optimized on all possible channels? Are you using programmatic media buying? Are you making the most of your data?
Technology is driving what marketers can do and will be expected to do, and that trend will only continue to grow as touch-points become more diverse through enhanced mobility and the Internet of Things. As a result, it’s never been more important to be informed, and never more dangerous to be even one year behind the curve Read more…
Today’s digital marketing experts must have a diverse skill set, including a sophisticated grasp of available media channels, the ability to identify up-and-coming opportunities, on top of having the basic skills of a brilliant marketer. What’s more, they have to possess a balance of critical and creative thinking skills in order to drive measurable success for their company.
A new digital marketing hire should be well-versed in paid social media advertising, especially through Facebook or a similar social platform that our company uses regularly. They need to be able to understand and implement Facebook analytics and insights, create “lookalike” and custom audiences, experiment and test creative campaign and images, and be secure in their knowledge of the overall social media landscape. There are many budget-saving opportunities within the social media advertising space, so we want to make sure that our digital marketing talent knows the ins and outs of this popular and easy-to-implement marketing space Read more…
Technology is changing quickly, and as a business owner, you need to be one step ahead. From exciting developments in machine learning to Google’s increased focus on mobile SEO, companies big and small need to seize the opportunity to step up their digital profiles and market smarter
This year in particular has been momentous for companies and marketers more generally. To find out which trends are going to have the most impact, I asked 10 members of Young Entrepreneur Council (YEC) what new developments they see having an influence on business for the remainder of the year — and into 2016. Their top responses are below Read more…
Over the course of an hour, @MashBusiness covered an array of questions, ranging from what the current state of digital marketing, to how brands can most effectively communicate with their audience in a way that feels genuine and authentic
What makes a digital marketing campaign successful?
As a consumer, it’s very easy to differentiate between the brands that hit the bullseye and the others that flounder and flop. There has to be a balance between quality and creativity, innovative use of media, engagement, strategy and effectiveness of the message
But as a creator of a campaign? Where does one start?
Having started my digital career back in the bubble years of the late 1990s, I have seen, and sometimes been involved in, some pretty serious work-related digital sinnery
As the saying goes “we live and learn,” and given the pace of digital change, we have to learn very quickly. However, here we are in 2015, and yet we still see some very avoidable mistakes:
1. Treating digital as an add on
Giving your digital agency the brief about a month before the campaign launches is not acceptable. Digital is not just a box that needs to be ticked, it can often be the central consumer awareness and engagement platform. Read more…
“We’re living in a digital first world. How you play that in your favor is critical.” Jonathan Lee, global managing director of planning and strategy at Huge, says that clients must be willing to take a risk, but also clearly define the their brand’s capability or service
“One thing hasn’t changed and that’s value. If you want the user to do something for you, you have to do something for them. We see failure when brands ask users to come to them instead of finding the relevant conversation that’s appropriate for the brand, entering it and stimulating from within — thats when organic conversation happens. We used to, for many years, spend time saying, ‘Look at me. Look at me.’ Now we have to find people, drop ourselves in, gently nudge, chat and find value where we can.” Read more…
Spend any amount of time on the Internet, and those promoted stories start popping up. They’re not particularly subtle
“Putting a girl in a bikini, putting a cut cate picture — all the tactics that get you to click on promoted content — but that is clearly just click-baiting you into something you didn’t expect,” said Peyman Nilforoush, CEO and co-founder of inPowered, which helps companies promote stories on the Internet
If you’re a marketer and you’re thinking that the solution to your analytics troubles is a dose of training, think again.
Training won’t hurt, of course — unless you think you’ve got analytics knocked after a few sessions with an expert. But most likely training won’t get you very far down the road to solving your problems, either.
Not because you’re not smart or not good at what you do.
More likely it’s because you have underestimated how difficult it is to get analytics “right.”
And because by definition, if training is what you think you need, then you’re very likely a professional at something else. Can someone else — a digital analytics expert, let’s say — take a few hours of training and do what you do? Chances are they cannot. Read more…
User experience is becoming an increasingly popular feature of the digital landscape. But as digital marketers, we don’t always have a clear view of what it is, and how it impacts our work
In my work as a user experience designer, we often work closely with digital marketers. Although the budgets for both types of work often come under the broad heading of “marketing money,” the responsibilities of each and the outcomes they deliver vary considerably
In this article, I’ll brief digital marketers on some of the fundamentals of user experience, and how it impacts their work.
Another year of the Mashies, Mashable’s digital marketing and advertising awards program, has come and gone. We were thoroughly impressed by the creativity and originality of all the submitted campaigns.
Finalists and digital marketing enthusiasts gathered in New York Tuesday evening at an awards ceremony at Gotham Hall to celebrate the outstanding work and to congratulate the winners. Winning campaigns were selected by a panel of expert judges in partnership with Mashable’s editorial team.
Without further ado, here is a list of the winners and finalists for each category. Congratulations to all! Read more…
Digital and social media have profoundly transformed the marketing industry over the past years. With new tools like Snapchat, custom apps and real-time data, marketers have the opportunity to connect with their audiences in entirely new ways.
Agencies and brands are rising to the occasion. We’re honoring the campaigns on the forefront of the digital revolution with the Mashies, Mashable’s digital marketing and advertising awards program.
Our judges were wowed by the caliber of creativity in the entries of the 2014 Mashies program. Although we can’t reveal the winners until the awards ceremony, we’re pleased to announce the finalists today. Read more…
With e-commerce holiday sales set to increase 16.6% this year, up from $61 billion in 2013, marketers everywhere are trying to make the most of the holiday season. As you craft your own holiday marketing strategy, here are five best practices to steal from some of the top holiday campaigns in recent memory:
1. Make it personal, like OfficeMax
Everyone remembers the first truly viral holiday meme: OfficeMax’s Elf Yourself. Although the campaign launched nearly a decade ago, the crux of its success remains relevant today. The campaign personalized the user experience, and armed every participant with a unique, fun piece of content to share. In its first season, the site generated 193 million visits. Like any strong campaign (think Dove Real Beauty), reinvention is key. Elf Yourself has evolved, from adding new dances and timely background settings to developing a variety of social media integrations. Naturally, Elf Yourself now exists as an Read more…
This article is part of SWOT Team, a new series on Mashable that features insights from leaders in marketing, brand-building and public relations.
According to Nielsen SoundScan’s latest report, more than 70% of the music consumed in the first six months of 2014 in the U.S. was either downloaded or streamed — and streaming services are the only part of the recorded music business that’s growing. Digital’s influence on the music industry has driven consumption and provided immense opportunity for new business, from newer entrants, like Spotify and Pandora, to moves from veteran players, like Apple, Google and Amazon. But these competing services have paved the way for a highly fragmented landscape, and it’s become a maze for artists and labels to understand — and capitalize on — fan behavior Read more…
The Mashies deadline is quickly approaching. The regular submission period will end this Friday, Aug. 15
The Mashies is Mashable’s digital marketing and advertising awards program celebrating creativity and innovation by brands and agencies. We’re accepting entries in categories like “Best Use of Twitter,” “Best Small Digital Agency,” “Best Viral Video” and more.
With the submission period quickly coming to a close, @MashBusiness hosted the second #Mashies Twitter chat of 2014. The chat centered around branded app and video strategies, as well as successes and failures of native advertising and digital marketing campaigns. Experts in the industry and digital media enthusiasts chimed in on the discussion with thought-provoking responses.