THE RELEVANCY SPECIALIST

Improving conversion through content & keyword relevancy

3 Things Marketing & Teenagers Have In Common

Narcissm: Teenagers & Marketing Have in CommonI came across an Inc. article by Abigail Tracy this morning with a brilliant Seth Godin quote in it.

When asked how companies can become more effective at marketing, he said,”Start by understanding that no one cares about them. People care about themselves.

Anyone who tweets about a brand or favorites a brand is doing it because it is a symbol of who they are–it is a token, it is a badge.

It’s about them, it’s not about the brand.

I love that. It’s completely, utterly the truth in one perfect little sound bite.

I’m a single parent of two teens. And since my mind is jumping around like a deranged kitten, thanks to only having one cup of coffee so far this morning – this quote instantly made me think of teenagers and their built-in narcissism. If it is true that nobody cares about anything but themselves, perhaps we haven’t come far from our high school days. I don’t think it’s a universal truth about people in general, but it definitely resonates with brands and how people feel about them. They. Just. Don’t. Care.

Your brand means absolutely nothing to anyone. Unless we give them a reason to care.

This morning, just for fun, I’m connecting what marketing and teenagers have in common. It’s hilarious just how similar they are.

Read more3 Things Marketing & Teenagers Have In Common

The Advertising Debacle That Nobody Discusses.

Advertsing SecretsIf We Did, Would It Change?

As a consumer, it doesn’t surprise us to see the same commercial shoved under our noses a dozen times during a single episode of one TV show. It’s annoying, yes, but we don’t switch the channel. And it doesn’t make us more likely to buy that product, and probably doesn’t raise the bar in terms of making it top of top of mind.

It is what it is.

I’m sitting here tonight watching Bones on my computer because my daughter is monopolizing our large TV for her favorite teen show on Netflix. In the course of three episodes, every single commercial break shows the same four commercials: a Nissan Rogue commercial, a Kindle commercial, a Verizon commercial and a Reese’s candy commercial.

Every. Single. Break. 

Read moreThe Advertising Debacle That Nobody Discusses.

Want Agency or Career Growth in 2014? Try a Little SMART Planning.

Heaven or HellThis week, I’m all about doing my planning for 2014. After all, you can’t make something manifest itself if it isn’t front-and-center.

You need to think about it, write it down and have it posted under your nose every day. It has to be a priority, right? Otherwise, they remain wishes instead of reality. And I have big plans for my digital public relations consultancy in 2014.

If you’re not doing the same thing this month – building your strategy for next year – it’s time.  Want a waiting list of new business? A promotion? Bigger clients or larger budgets? Stronger digital PR skills?

It won’t happen by accident. 

Read moreWant Agency or Career Growth in 2014? Try a Little SMART Planning.

25 Best Digital Marketing Take-Aways & Tweets From #BOLO2013

BOLO 2013Whew. If you were at the BOLO Digital Marketing Conference in Scottsdale two weeks ago at the Valley Ho, you’ve probably just barely recovered from three days of learning and networking.

Intended to focus around online marketing and agency “must know” information, the three-day conference was packed with agency suits and some VERY smart people.

Didn’t attend? See the Isebox folder of presentations, videos and images here.

Read more25 Best Digital Marketing Take-Aways & Tweets From #BOLO2013

Work With Clients? Conquer These 9 Ninja Skills To Be A Fantastic Account Executive

Ninja Account Executive SkillsTwelve horrifying words. “This logo looks like something my teenager created. Your agency is fired.

Coming from the mouth of one a clients at my first agency job, during my first logo development project – it took at least ten seconds to get my heart beating again and pick myself up off the floor. Metaphorically speaking…

When my eyes were able to focus, it was to see the angry client stomp out the door, completely pissed off in her red power suit and Manolos. Then I had to trundle off to the temperamental graphic designer to share what happened, hoping I didn’t stumble into the agency owner before the situation was resolved.

This may have happened over a decade ago (eeks!), but it was a valuable lesson.

Read moreWork With Clients? Conquer These 9 Ninja Skills To Be A Fantastic Account Executive

Once Upon A Guitar… Storytelling Tips From Jimi Hendrix’ Ghost (aka Mark Hermann)

Grrrrr! The tent walls shook with ferocious growls coming from outside as I dove under my sleeping bag, shivering with delighted fear as only a 7-year-old can do. .. Okay, maybe it was just my dad stalking outside of the tent, but  still… When I was a little girl camping in the shadow of Mount …

Read moreOnce Upon A Guitar… Storytelling Tips From Jimi Hendrix’ Ghost (aka Mark Hermann)

Shopping Has Fundamentally Changed – Has Your Marketing Kept Pace?

Changes in consumer shoppingThe last time I bought a toaster oven, it was a fifteen-minute experience. I headed over to Target, picked out one that I liked, and brought it home.

I wanted a toaster oven large enough to cook a casserole dish, which left me with only two choices. I went for the most attractive one,  since it would be sitting on my counter.

Pretty simple decision.

I had to replace it this week and – like anyone that owns a smartphone or tablet, and is active on social media – it was a VERY different shopping experience than before.

Read moreShopping Has Fundamentally Changed – Has Your Marketing Kept Pace?

Zero Moment of Truth – Why Do Customers Buy?

Thanks to an April 1st post on Jay Baer’s Convince & Convert blog, I landed upon Google’s latest free eBook – “Zero Moment of Truth” on the “new” mental model of marketing.

A fantastic read, the free book focuses on how marketing has made a fundamental shift since social media entered the scene. Until social media hit mainstream, consumers were hit by stimulus (advertising, direct mail, etc.), followed by their first buying decision when they see the product on the shelf (the first moment of truth), then  hit with a second moment of truth during the experience of using the product.

Now? Consumer buying cycles have changed – people leverage online reviews and research before making a buying decision, they rely on smartphones while they shop, and multiple pieces of information (10.4 sources) converge into a single moment of decision.

Read moreZero Moment of Truth – Why Do Customers Buy?