Is There a Role for Snapchat in Marketing Campaigns?

Snapchat is a mobile-only, photo-based, youth-oriented and fast-growing social media network. It reportedly has reached 200 million users. The average user visits the app anywhere from 14 to 22 times per day.

Its uniqueness is its ephemeral nature. Users have 10 seconds to view a photo or video. Posts vanish after they are viewed and there’s no archive, a feature that’s popular among teen-aged girls snapping nude photos of themselves. Brands that start building a fan base on Snapchat now will have a head start, some experts predict. As happened with other social media networks, Snapchat will inevitably improve its services for advertisers.

Here’s some creative examples curated from around the Web of how brands have used Snapchat. Continue reading


Responsive Design Now Mandatory for Optimal User Experience and Marketing Results

Responsive website designResponsive design ensures that websites are easily viewable on smartphones and tablets in addition to desktop screens. Sites that use responsive design adjust automatically so content fits into the columns and is readily readable no matter what the device or screen size. Visitors can shrink the screen size by dragging its margins and still view its columns and images.

With mobile devices now ubiquitous and more people connecting to websites more often from smartphones and tablets, responsive website design has become a necessity. Continue reading


Developing a Positioning Statement, the Touchstone of PR Communications


public relations positioning statements

Positioning statements provide the foundation of your organization’s public relations activities.

Your positioning statement creates the foundation for all your organization’s communications across all media. It provides focus and direction and ensures that content is consistent. Without a positioning statement, PR can resemble a person groping aimlessly in the dark.

A positioning statement defines how you wish to be perceived. Don’t confuse it with a position analysis, a realistic examination how the company is perceived.

Development of a positioning statement requires careful consideration of your company’s goals, strengths and weaknesses, competitors, and your target audience. Continue reading


10 Social Media Marketing Metrics to Avoid


avoid these 10 social marketing metrics

Avoid these social media marketing metrics, or at least view them skeptically. Photo credit: Howard Lake

Even when social media was a newborn, marketers wrestled with metrics to judge effectiveness and return on investment. As social media has matured, the initial “best practices” for social marketing measurement have fallen out of favor.  

Experts say to avoid many of the once-favored social media marketing metrics, or at least view them skeptically and in conjunction other more relevant, accurate and actionable metrics. If you’re relying on the following 10 social media metrics, you need to reassess your measurement approach. Continue reading


Marketing Measurement Handbook: Implementing Metrics that Matter

Determining the effectiveness of your marketing efforts can be a major challenge. A well-structured marketing measurement program is the best way to determine if marketing strategies and tactics are really working.

Marketers can turn to CyberAlert’s new handbook, Marketing Measurement: Implementing Metrics That Matter for in-depth and up-to-date insights on measuring many different types of marketing initiatives.

The free ebook provides a wealth of information and tips from top experts in the field. Articles cover advice on selecting the most appropriate metrics, implementing strategies and interpreting data. Continue reading


Is PR Blowing It in Digital Media?


PR's digital failure

Photo credit: Chris Potter

The Internet and social media have clearly revolutionized business, yet public relations has largely failed to adapt, according to a survey by the Chartered Institute of Public Relations on the state of the profession in the U.K.

The report reveals a profession that’s distressingly unprepared for work in the digital world. It’s likely the same problems exist in other countries, including here in the U.S.

Continue reading


How to Set Social Media Marketing Goals


social media marketing goals

Follow these tips to determine your social media marketing goals. Photo credit: Swen-Peter Ekkebus

Setting the right goals can help improve social media marketing results and demonstrate its value.

Goals and objectives can come in many different shapes and forms, depending on your brand’s mission. The goals also often change as you increase your brand’s online influence.

Kevan Lee at Buffer suggests seven goal-setting strategies. Continue reading