February, 2012 Archive

Want customers? Invest in social media

Monday, February 27th, 2012

  If you aren’t generating leads through social media, it’s time to rethink your marketing game plan. That’s a major takeaway from The 2012 State of Inbound Marketing, a new report from marketing software provider HubSpot. Among the report’s conclusions: 62 percent of companies say that social media has become more ...

The value of small ball

Sunday, February 26th, 2012

My latest post for the iCrossing Great Finds blog reflects on a recent Social Media Week panel appearance by Richard Dorment of Esquire magazine, iCrossing Chief Strategy Officer Adam Lavelle, and Jermaine Dupri, CEO of So So Def Recordings. Dorment, Lavelle, and Dupri had a lively conversation about Dupri's bold ...

How well do you understand digital marketing ROI?

Thursday, February 23rd, 2012

  Digital is supposed to be the the most accountable of all marketing channels, but it turns out that measuring return on digital advertising spend isn't so easy. Why? Because that most nimble and fast moving of creatures, the modern-day consumer, has a way of confounding the most determined marketer. We ...

Whitney Houston’s great comeback

Thursday, February 23rd, 2012

Whitney Houston was a fading musical star when she died suddenly on February 11. Within the past decade, her moments of glory – a Top 10 single in 2001 and a chart-topping album in 2009 – were infrequent and overshadowed by embarrassments such as her short-lived reality TV series with ...

What is content marketing?

Sunday, February 19th, 2012

  Occasionally I am asked how content marketing differs from other forms of building a brand. After all, doesn't all marketing contain content of some sort? Two recent blog posts I wrote for the iCrossing Content Lab illustrate how content marketing consists of building your brand by sharing useful ideas that engage  ...

The CMO’s Guide to Pinterest

Thursday, February 16th, 2012

Pinterest is a lot more than a shiny new tool to help you decorate your home – it’s a platform for marketers to build connected brands in visually compelling ways. In a  newly published point of view, The CMO’s Guide to Pinterest, my iCrossing colleague Sarah Kuntsal discusses how brands ...

Jermaine Dupri builds a real community with Global 14

Friday, February 10th, 2012

Look at the headlines Facebook has generated lately: the company files for a multi-billion dollar initial public offering. Mark Zuckerberg spends $700,000 flying private planes in one year. Chief Operating Officer Sheryl Sandberg begins building a new mansion in Menlo Park, California. There’s one important element missing from these stories: ...

How to write great headlines

Friday, February 10th, 2012

You need to write a great headline to get anyone to read what you have to say – especially now, when your audience is probably reading your ad copy, website landing page, or blog post while multi-tasking with their mobile phones and laptops. But how do you write a compelling ...

Life in the hip-hop underground with Symon G. Seyz

Monday, February 6th, 2012

Hip-hop artist Symon G. Seyz lives not for record sales but for the passion of making music. The 28-year-old rapper is a member of the hip-hop underground – where unsigned musicians find audiences by giving away their own mixtapes on the streets, performing at clubs and private parties, and using ...

NFL magazine: fumble or first down?

Sunday, February 5th, 2012

What publication do you read for in-depth coverage of the Super Bowl? Sports Illustrated or ESPN online, perhaps? If the National Football League has its way, your future choice will be NFL magazine, a recently launched publication covering all things NFL. By issuing its own official magazine, the NFL becomes ...