Blackberry Opts Out

blackberry

The leadership at Blackberry continues to amaze me with its inability to turn the company around.  They’ve been at the very least risk adverse at a time when they should have been making brazen moves in order to regain even a slimmer of market share.  Now it seems that they’ve completely thrown in the towel when it comes to the mobile hardware market as they’ve sold global rights to the Blackberry brand to Chinese manufacturer TCL.

The mobile pickings in the US are very slim – iOS or Android; just like our 2-party political system.  We really need a third option.  Hopefully, there’ll be new competition that will totally disrupt the mobile market.

Omni-Channel Campaigns…Connecting the Dots

Intersecting circles

When launching a new service, product or startup, it’s important to do so from an integrated and connected perspective. Marketing campaigns should be planned strategically across all available marketing channels. If a particular channel isn’t utilized it’s important to understand and notate why.

Creating awareness and buzz is best done in concerted partnership across multiple marketing channels, leveraging the audience and strengths available in each channel.  Omni-channel marketing ensures that you’ve covered all the bases.

Once the purpose, theme, budget and schedule are determined, drilling down to analyze each marketing channel is necessary.  Campaigns aren’t one size fits all, so a strategic play on how to utilize digital, traditional and out-of-home, as well how as how key tools such as targeting and segmentation impacts your messaging are important. How you communicate on social media platforms such as Facebook and Twitter, can be decidedly different from Email Marketing, Radio, Banner Ads, Direct Mail, PPC or DRTV so it’s necessary to create customized copy for each channel that ladders up to your overall campaign theme and message.

Measurement is crucial in understanding what roles marketing channels play in the performance of your campaign.  Implementing multi-channel attribution tools can assist in this area.  While you may not see a direct conversion from some channels, knowing which channels are introducers and influencers are just as critical as knowing which ones are closers.

When launching marketing campaigns, do not do so in separation.  Leveraging at least multi if not omni channels will yield better performance.  I have witnessed organizations that launch campaigns in isolation – with different teams being responsible.  The email team is launching a totally different campaign and message than the social team, etc. with no integration or coordination from the top.  Creating an editorial and acquisition marketing calendar will help coordinate the efforts of multiple teams, and ensure everyone is on-message.

On your next campaign, utilize omni-channel marketing to engage consumers on their turf and to see a lift in performance.


Rolanda Gregory ©2016
All Rights Reserved.

Invest/Maintain/Kill

Yahoo!

Invest/Maintain/Kill:  These are words to live by for any organization.

Today, we’re starting to learn about the impact of Yahoo’s Invest/Maintain/Kill List.  While it may initially sound threatening, cold or insensitive, it is a strategy that all organizations should utilize.  And use often.

As an organization, it’s important to constantly evaluate, measure and plan for the future as it relates to your core competencies, technological advantages, people, strategic partnerships, and any other competitive advantages.  Having a strong indication of which of these items should be further invested into, maintained as the status quo, or subtly decommissioned or killed is key.  It helps to keep your organization nimble and focused on its most critical objectives and goals, while keeping aboard the talent and people who will best contribute to reaching those objectives.

I applaud Yahoo! for taking these necessary and crucial steps.

Learn more about the changes at Yahoo! on re/code.


Rolanda Gregory ©2016
All Rights Reserved.

No More IE

MS Edge

It feels like only yesterday that we were hard-coding web dev fixes for older Internet Explorer browsers.  You know for the users that simply wouldn’t upgrade from IE 7, 8 or 9.  For some Marketers it was just a tad bit too much traffic to shut off altogether so we continued to Band-Aid fixes.  Well at least now we finally have support from Microsoft.  As of today, Microsoft will only support IE 10 and Edge for its consumer-base.  It’s about time.

Hmm, I wonder if Edge will topple Chrome from the throne.

Learn more about the transition at Microsoft


Rolanda Gregory ©2016
All Rights Reserved.

Is Display Advertising Dead?

Dunkin-Autism 300x250

I’ve often heard Marketers mention that they’re unable to optimize their display campaigns to perform as well as their Paid Search campaigns.  This has led some of those Marketers to believe that their banner ads are ineffective.  While this could be true, they may be jumping to conclusions without having all of the pertinent data.

When it comes to effective demand and lead generation, it’s not necessarily a good idea to think of it simply as last-click, first-click or distributed.  There are other important factors such as view-throughs.  View-throughs are important because they assist in actual conversions by providing intangibles such as brand recognition.  Without the view-throughs and awareness of the promotion and brand, the conversion may not happen.  However, many organizations are not equipped to realize this potential.  It can be solved for by implementing multi-channel and multi-touch data attribution tools which track all campaigns (digital and traditional) and utilizes formulas and proprietary algorithms to accurately weigh the value of views, clicks and ultimately the conversion itself across all marketing channels and devices.

InboxDollars

We should also consider how consumers feel about banner ads.  They are often identified as being synonymous with malware – and not to mention annoying.  And more often than not are totally irrelevant to the consumer.  To make display impactful, it should be carefully targeted to the appropriate audience and not cast as a blanket online.

On your next digital campaign, try combining a content article with a relevant banner ad to see an incremental lift in clickthroughs.  Be sure to ad contextual text ads in the mix as well.

So as far as display advertising being dead, no it isn’t.  It should simply be looked at through a different lens, as it’s further up the marketing funnel than PPC.  Create your display advertising strategy to achieve upper to mid-level funnel brand recognition.  Couple on the use of bidding and targeting tools to create bottom of the funnel lead generation conversions.


Rolanda Gregory ©2016
All Rights Reserved.