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Optify Identifies Key Trends for Digital Marketing Industry in 2013

December 15, 2012 Leave a comment

Hey! Here are 13 things marketwire thinks are going to be trends in the upcoming year. Now I’m going to tell you what I think about them. Refer to the actual article if you want more information. Also, sometimes comedy doesn’t translate…especially when it’s not funny.

1. Optify seems convinced that the world will not end. Since I’m still recovering from the Y2K scare I chose not to look into the validity of this argument. But here’s hoping.

2. They think the number of agencies will double in the next 3-5 years. Yay for more jobs, boo for the two-fold increase of dumb ads.

3. Consolidation of reporting and tracking tools. Integration and consolidation usually means easier, except when you are folding a tent.

4. Cross-channel campaigns will deliver cheaper and better results. I’m just hoping we all remember how the Geico cavemen sitcom went and we don’t develop a YouTube series based on Flo (Progressive Ins.)

5. Stronger connection between offline and online events. I think they should be making offline events more exclusive, the more integrated they get the less incentive you have to be there. The Steve Jobs hologram I’m sure we’ll see next year should definitely be experienced in person.

6. Paid Search for B2B companies will continue to show decline as new, better ad platforms emerge. I agree, although if BSB (Backstreet Boys) gets back together we could see these stats swing.

7. Google will start charging for its data and access to its analytics. Which means its search services are probably next, right? Those encyclopedias were a good investment, right? Guys?

8. Google will continue to dominate the B2B Search Market. But seriously, keep an eye out for Nick Carter.

9. Journalists and bloggers will be defined by content and reach, not titles. Great, now we have less incentive to put on pants in the morning. (I’m wearing pants right now…I swear)

10. Marketing budgets will match IT budgets. Most common phrase uttered by marketers in 2013, “I never searched for big booty hoes, I don’t know how that got onto my computer.”

11. Sales responsibilities will move to marketing departments. Screenings of Glengarry Glen Ross get added to marketing conventions across the nation. David Mamet cries as his words are misquoted in front of water coolers everywhere. 

I hope at least one person laughs at the above joke.

12. E-mail marketing will continue to grow. Let’s just hope Nadia from Russia who has a cousin that needs my help…and money doesn’t learn how to attach photos.

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Raising Critical Thinkers in the Digital Age

December 15, 2012 Leave a comment

The link above is to a Mashable article that talks about raising your kids to be critical thinkers in the digital age. I was excited to read what they had to say on the topic. Then disappointed about half way through, culminating in full-on head shaking aggravation when I finished the article. The article uses the word “curate” in four specifically modern situations to instruct parents on how to raise young critical thinkers. These headlines could easily be: Choose your friends wisely, don’t trust everything you read, put your toys away, and don’t take candy from strangers. You know, the way people have been raising kids for years. I could rant about this for thousands of words, instead I’ll use it as a bridge to rant about ethical marketing in the digital age.

I’ll keep this short. Marketing itself is fiction. Fiction is a lie. Everybody understands this and  it becomes a cost of doing business. But when we remove the fiction portion of the equation we are left with marketing and lies. Pop ups that look like our desktop, banner ads that drag us through a rabbit hole of information snatchers, and everything else that uses deception to get a click through is a marketing lie. We will probably all find ourselves in a situation where data or stats will win over a subjective human opinion, even if it shouldn’t. Reaching for those high marks in click throughs or other data will try and cloud your judgement, don’t let it. Not only are deceiving ads annoying, but they are wrong on a moral  level. Make sure ethics has a place in your marketing toolkit.

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Is social media marketing a waste of time?

November 29, 2012 Leave a comment

No. But we need to remember that social media is not a magic wand for doing business. Yes a lot of people interact with social media every second, but that doesn’t mean it can replace business as usual.

This is in response to an op-ed piece from Mashable ( in which the author (Todd Wasserman) dismisses the abundance of social media marketing. He jumps to a lot of conclusions, citing very low Black Friday sales driven from social media referrals. Social media networks (Facebook, Linkedin, YouTube) generated only .34% of sales, while Twitter generated 0%. These numbers down 34% from last year. Wasserman goes on to “poking” fun at the emphasis put on “likes” on Facebook, and how the click of a button doesn’t equal real human sentiment. He brings up how Facebook is very inefficient at getting your message to large groups of people and that customer interaction is only good if customer service is most important to you. His last point however is what makes the otherwise dull piece kind of rewarding. He reminds us that for a business to be successful they need to have a product  or service that is desired and good. That will ultimately get people to “like” your brand. Social media in part with a well thought out advertising plan will let people know who you are, what you’re about, where they can find you, etc. But it will be a good product or service that keeps them coming back. Social media is a great thing, but it is definitely not the only thing.

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