Digital marketing and how it applies to life and business.
I Like My News Like My Water: Unflavored
When I ask for a glass of water in a restaurant now it invariably comes with a wedge of lemon. When and why did this become the norm? Was this the idea of the Lemon Council? There is a Lemon Council, right? There must be as there are lobbyists for everything now. Did their sour, puckered lips sweet talk every eating and drinking establishment in country with promised tax loopholes? Or maybe its a Lemon Consortium that strong arms bars to "add a slice if theys knows what's good for 'em." I'm thinking they are just taking their lead from news organizations.
News organizations all flavor their news. That goes for whether whether they are online, on air, or on Death Row (the medium formally known as "Print".) Rather than scouring the Internet looking for news I find myself scouring the news looking for unfiltered versions. Most have an overtly political bent, others focus on technology, or sensationalism.
It annoys me to no end that I have to go out of my way to request water without lemon when without lemon is the way it should be served. And it's nearly impossible finding straight news sources these days. Where do you go for your news?
The point of social media news is to supply the facts while they occur without any agenda. For me, the opinions of other news readers seem to carry the most validity. I now like the sites like Reddit that rank their featured news by reader views as it saves me the time and frustration of reading through the muck. Yes Reddit, whose viewers in an interview with President Obama posed the very important question of "Would you rather fight a horse-sized duck or 100 duck-sized horses?" Make fun of Reddit as much as like — in fact it's encouraged. It keeps the news posts and posters honest.
Of course there are many sites that let you tailor your news page to your liking. But really it's the equivalent of letting you choose which lemons you'd like in your water and how many slices you'd like to add.
It is becoming increasingly difficult to discern what agenda is being pushed upon us and ever more clear that skepticism is required for nearly every news source we encounter. The point is if I want to flavor my water I shall do so myself. And I want my news like my water: fresh, in a clear glass, and unflavored.
It's not always easy to trust someone; trust, like respect, is often
earned. In business that trust often comes with great responsibility
and at a price.
When you assign a task to a subordinate, you expect it to get done.
If it doesn't, there will likely be consequences. But what about when
it's a co-worker or your superior? Be honest: are you just as confident
it will get done?
Some companies like to tout their benefits package as reason to join
them, but its often the intangibles that attract the best people. A
healthy working environment, one that fosters communication, encourages
input from all employees, is much more inviting than discount park
tickets and casual Fridays.
I've found that the best companies tend to trust their employees. Not
blindly of course, but give them the benefit of the doubt that they can
and will do their job to the best of their abilities. I'm not talking
about those first jobs you had as a teenager busing tables, stocking…
Web Retailers would love to somehow tell buyers from shoppers. With predictive analytics, they can.Depending upon the site and the products and
services offered, some website visitors will purchase a product, fill out a
form for more info, or schedule a demo. Most however, will take no action. Conventional website
analytics can tell you where those visitors are coming from, what browser
they’re using and other well, useless information for a digital marketer. Other
software will tell you which Calls To Actions (CTAs) performed best, while some
others (like heat maps) will tell you where their eyes focus when they peruse
your site. All valuable information but still no way of telling buyers from the
window shoppers. Leave
your tarot cards and crystal ball at home, predictive analytics uses data
mining, statistics, modeling, machine learning, and/or artificial intelligence
to analyze historical data to make calculated predictions about the future.
It’s been around for years of course. …
As reliance upon digital marketing continues to grow, some corporate budgets have completely displaced (rather than supplemented) traditional marketing. The new normal sees companies with separate departments for email, SEO, PPC, display, social media, content creation, branding, and so on. However left unattended, this can create a marketing army of islands. The classic "left hand not knowing what the right is doing" - just with many more hands.
I'm not against the trend of marketing function specialization, in fact the larger the organization, the more sense it makes in my eyes. The danger for companies is the often complete lack of communication - or better - coordination of efforts of these departments. And that seems exactly what's happening.
So many companies I meet with have hyper-segmented to the point that campaigns across channels look like they've been designed by different creatives and/or agencies - and often have. This is deadly for branding and d…