Your CEO Doesn’t Trust That You’re Doing Your Job!

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Does your boss trust you?Did you see the startling statistic shared last week that 70 percent of CEOs have lost trust in marketers? If you’re a marketer, like I am, that should alarm you.

According to the recent Fournaise 2012 Global Marketing Effectiveness Program, which has interviewed more than 1,200 CEOs across North America, Europe, Asia, and Australia, CEOs have lost faith in their marketing departments with their inability to prove ROI on campaigns:

Furthermore, they have:

Made the conscious decision not to expect more from marketing than branding, look/feel good ads and promotions…

CEOs feel marketers “live too much in the brand, creative and social media bubble.”

I was discussing this with my buddy, Mitch Joel, who shared the following on his blog:

Doesn’t digital change everything?
Digital does change everything (at least from my perspective), but digital changes nothing if all a brand is doing is traditional marketing in new marketing channels. That isn’t to say that solving the digital marketing challenge will suddenly get the marketers a more respected chair in the c-suite, but this is massive opportunity for marketers because measuring, testing, optimizing and learning has never been as scientific and results-oriented as it is (and can) be in the digital channels. There’s the old saying, “fail faster,” I believe that digital marketing allows a brand to not only fail faster, but to do it in a cost-effective way.

There is very little excuse (other than it is hard to do and takes work) for digital marketing not to be business-performance-obsessed. The fact is, way too many marketers may no longer be counting HITS, but they are still measuring with that philosophy. By the way, HITS stands for “How Idiots Track Success.”

Don’t misunderstand me and think I am anti-social media. Just the opposite, I know the true ROI of social media. I view it as a long-term brand-building necessity, but just like branding, you can’t measure it in the short term by direct sales and without proper attribution modeling in place. That’s why it doesn’t concern me when I see social media sales statistics like:

  • Only 0.68 percent of Black Friday online sales came from Facebook referrals – two-thirds of 1 percent. That was a decline of 1 percent from last year.
  • Commerce site traffic from Twitter accounted for exactly 0.00 percent of Black Friday traffic. That was down from 0.02 percent last year.

Marketing measurement should never be about how many views, likes, +1s, retweets, shares, etc. you have. All marketing efforts, and especially digital marketing efforts and their metrics, should flow directly and intelligently into the C-suite’s financial statements. That is, if we want to stay relevant to what matters to the CEO and CFO. We have been preaching this since 2001.

If we still have this issue in digital a decade later, imagine the issues the rest of marketing must have in terms of business performance alignment and measurement. Let’s make a resolution to make 2013 the year marketers regain trust from their CEOs and become obsessed with business performance.

In my next column, I’ll share with you a framework on how to get there.

P.S. The results of this CMO Club Survey has me hopeful that Marketers are starting to focus on the right things.

The post Your CEO Doesn’t Trust That You’re Doing Your Job! appeared first on Bryan & Jeffrey Eisenberg.

November 30th 2012 Social Media

Online Marketing News: 2013 Consumer Trends, Simplify Your Social Media, Zynga Stock Dips, Should Klout Matter?

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10 Crucial Consumer Trends 2013

2013 marks a new year filled with new predictions and trends for consumers.  This new Slideshare presentation from Trendwatching.com provides insight into the top trends ranging from mobile to data mining.  Browse the presentation for a detailed report on these trends and what it means for your business.

3 Tools to Simplify Your Social Media Marketing
The time it takes to post, respond, and monitor your social media marketing can eat up valuable time during the work week.  But don’t worry, there is a solution.  The three tools mentioned in this post will help simplify and manage your social media marketing efforts.  Via Social Media Examiner.

Zynga Agonizing As Facebook Gains Right To Develop Its Own Games
Zynga put out a statement announcing that they had come to an agreement with Facebook which would allow the social media giant to develop its own games starting in 2013.  Immediately following their statement, Zynga’s dropped more than 13%.  Via Forbes.

Social Leaders Get Teams Past the Velvet Rope
When you’re a marketer it can seem that you are sometimes expected to take a reactive role to the vision that has been handed to you.  Many employees in varying roles are afraid to step outside of their designated job description, which is a mistake.  This article provides sound advices for diving change in your organization.  Via InformationWeek.

7 Content Marketing Tips from the Best in Social Business
Content marketing is not a new concept, unless it’s in terms of social media marketing and engagement.  This article provides advice from experienced content marketers on how to create, product, optimize, and distribute content online.  Via Search Engine Journal.

Should Your Boss Care About Your Klout Score?
You may not care about your own Klout score, but that doesn’t mean you don’t make decisions based on other people’s score.  If services like Klout are used to measure the competitive advantage then how do you measure up?  Via Harvard Business Review.

TopRank Team News

Thom Craver – Bing Claims Shenanigans on Google’s Paid Shopping Results
Microsoft is claiming that their shopping search results are more “honest” since Google switched to a paid model which was announced last May.  Bing alleges that Google will not show you the most relevant shopping search results for your query but will decide what to show you, and how prominently to display what product offers they show.  Via Bing.

Jolina Pettice – 5 Social Media Publishing Lessons Brands Learned This Year
Many brands still aren’t ready to take off the social media training wheels.  Learn from other’s mistakes and take a peek at some faux pas brands made this year socially.  Via Content Marketing Institute.

Alexis Hall – ‘Tis the Season to Be Shopping
The holiday season is prime time for most retailers and social sites are busy promoting the benefit of brand specific tools and pages. Pinterest launches a business microsite, including brand best practices and guidelines. And Amazon now offers Amazon Pages, which will allow retailers to create customizable landing pages.  Amazon Pages integrates with Amazon Posts a social media dashboard which allows content to be published to Facebook and Amazon Pages.  These new opportunities sound like they have great potential for businesses to further integrate social into their marketing mix.  Via ClickZ.

Brian Larson – Master Your Brands LinkedIn Page
Marketers have known for some time that LinkedIn is now much more than just a recruiting tool for HR, but are you taking full advantage of the engagement features and benefits this evolving network offers? It’s likely a time to reevaluate your brand’s LinkedIn profile and discover these easy tips – courtesy of Social Media Examiner – to more effectively manage your profile.  Via Social Media Examiner.

Evan Prokop – 10 Website Quality Indicators That Can Sink Your SEO Battleship
Received a warning from Webmaster Tools?  Don’t despair; read this informative article covering the 10 most common warnings, how to avoid them and how to recover if you get one.  Via Search Engine Watch.

Rob Bayne – Facebook and Pinterest Are the New Wedding Planners
1 in 10 brides updates Facebook within minutes of saying “Yes”, while one in three is within hours.  More brides are keeping up on wedding websites and blogs than are buying wedding magazines.  Learn all about the changing trends in tying the knot from this article, complete with infographic from @Mashable and @theknot!  Via Mashable.

Time to Weigh In: How do you think Zynga’s business model will have to changed based on their recent agreement with Facebook?  Do you track your Klout score or the score of your employees?  Have you ever made a hiring decision based on someone’s Klout score?  What is one social media lesson you’ve learned in the past year?


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Online Marketing News: 2013 Consumer Trends, Simplify Your Social Media, Zynga Stock Dips, Should Klout Matter? | http://www.toprankblog.com

November 30th 2012 Online Marketing

Non-profits have a charter to be innovators

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The biggest, best-funded non profits have an obligation to be leaders in innovation, but sometimes they hesitate.

One reason: “We’re doing important work. Our funders count on us to be reasonable and cautious and proven, because the work we’re doing is too important to risk failure.”

One alternative: “We’re doing important work. Our funders count on us to be daring and bold and brave, because the work we’re doing is too important to play it safe.”

The thing about most cause/welfare non-profits is that they haven’t figured out how to solve the problem they’re working on (yet). Yes, they often offer effective aid, or a palliative. But no, too many don’t have a method for getting at the root cause of the problem and creating permanent change. That’s because it’s hard (incredibly hard) to solve these problems.

The magic of their status is that no one is expecting a check back, or a quarterly dividend. They’re expecting a new, insightful method that will solve the problem once and for all.

Go fail. And then fail again. Non-profit failure is too rare, which means that non-profit innovation is too rare as well. Innovators understand that their job is to fail, repeatedly, until they don’t.

November 30th 2012 Uncategorized

Confirmed: Google Panda Refresh #22 On November 21st; 0.8% Of Queries Impacted

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Google has confirmed that they ran a refresh to the Google Panda algorithm on Wednesday, November 21st. On November 20th, we asked Google about a Panda refresh – since we were fairly confident there was some sort of update. Google told us there was no update but an update would be coming…

Please visit Search Engine Land for the full article.


November 30th 2012 Uncategorized

Official Google Panda #22 Update: November 21

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Google Panda Refresh 22I am seeing another spike in SEO/Webmaster chatter at the ongoing WebmasterWorld thread of a possible Google Panda update.

It makes sense, Google told us about ten days ago that the Panda update we thought we saw was not a Panda update but we should expect a Panda update in about 7-10 days. Well, it is about ten days and the forum are buzzing about it.

I emailed Google and they told me the Panda update happened around November 21st, so a lot less than 7-10 days from when I asked. In fact, it was less than two days after I asked.

So there was a Panda refresh on November 21, 2012 – version number 22.

Google did not tweet anything about this update, at least not yet.

Update: Google told us 0.8% of queries in English were impacted by this.

Past Google Panda Update:

Forum discussion at WebmasterWorld.


November 30th 2012 Uncategorized

Comic for November 30, 2012

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November 30th 2012 Uncategorized

Animal Logic receives Arts and Entertainment Exporter of the Year Award at the 50th Australian Export Awards National ceremony in Canberra

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EXPORT_Rob_Cornish_And_.jpgAfter winning the 2012 NSW Export Award in Arts and Entertainment in October this year, Animal Logic announced it has taken out the country’s top entertainment and arts export honours at the 50th Australian Export Awards National Ceremony in Canberra this week.

Click here for more information and full list of winners.
The Australian Trade Commission (Austrade) in association with the
Australian Chamber of Commerce and Industry (ACCI) presented the
Australia Network Arts and Entertainment Exporter of the Year Award,
which is given for outstanding export achievement across all cultural
industries including the arts, performing arts, electronic and on-line
entertainment.
 
Animal Logic was given the accolade for its
growing success as an independent Australian producer of digital
entertainment for global markets. The company, which was established in
1991 has been responsible for creating iconic imagery in films like The
Matrix, Moulin Rouge, House of Flying Daggers, Happy Feet, 300, LEGO
Star Wars: The Padawan Menace as well as award winning international
advertising campaigns.
 
Says Zareh Nalbandian, Animal Logic CEO:
“This award is a great credit to the incredible technical and creative
talent and artistry at Animal Logic. Everyone from our producers to our
CTO is committed to innovation, efficiency and the pursuit of excellence
which is the fundamental under pinning of our success.”
 
Says
Rob Cornish, The company’s CFO: “Our industry is hyper competitive, with
major external factors to contend with, such as our inflated Australian
dollar and increasingly aggressive tax incentives in jurisdictions all
around the world. It’s a real honour to be recognized for our continued
achievements in this tough environment.”

(Pictured: Rob Cornish (CFO, Animal Logic), and Jim Middleton (Australia Network. Middleton presented the award)

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November 30th 2012 Uncategorized

GPT Group’s Melbourne Central launches holographic fashion show via Enigma

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GPC0081_KatePeck_0256.jpgAustralia’s first-ever holographic fashion show has been created by Newcastle agency Enigma and launched yesterday to Australia’s media, bloggers, consumers and VIP’s at Melbourne Central.
 
The holographic fashion show was shot in Sydney at The Front Studios in Redfern with renowned Australian stylist Kate Gaskin. Gaskin translated key-looks from Melbourne Central retailers and well-known Australian faces such as MTV presenter Kate Peck and Corbin Harris. Female DJ duo The Faders made special guest appearances throughout the show. It was created in partnership with T7 Events and Fusion Technology.
 
Enigma created the state-of-the-art virtual show to launch the GPT Group’s digital campaign for its leading Australian shopping destination Melbourne Central. The campaign includes a new Smartphone app.

WATCH THE SHOW
GPC0081_CorbinAndKate_0250.jpgScott Meehan, national director brand and strategy of The GPT Group said
Enigma’s concept was extremely innovative with a creative diversity
that would help deliver a state-of-the-art result for the company.
 
Says
Meehan: “The aim was to create an unforgettable visual experience for
consumers that showcases GPT’s Smartphone App and its functions through
our retailers.”
 
Lisa Sutton, Enigma managing director said the
agency developed the idea from its inception, with the aim of leading
the way in cutting-edge promotion.
 
Says Sutton: “This innovative
project allowed our team to showcase their multi-faceted creative
skills and prove that we can take the lead GPC0081_Tiarne_0183.jpgon the national stage.
 
“The
fashion show was filmed then taken into the Enigma creative suites
where the live-action footage of the show was integrated with hologram
and 3D technology as well as sound engineering.”
 
Glenn Cogan,
head of digital at Enigma said they shot on Red Epic cameras, which were
used for the filming of Prometheus, The Hobbit and The Great Gatsby.
 
The
holographic runway show and Smartphone app were launched on Wednesday
28th November on-site at Melbourne Central and customers were also
invited to view the holographic runway show at various sessions held
throughout the day.

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November 30th 2012 Uncategorized

Affluent Aspirations: New Research Examines Luxury in China

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Men in the Greater China Region are nearly 44 percent more likely to purchase luxury goods than women. Men in the region are also more generous than women, giving a quarter of all luxury purchases as gifts. Apparel and handbags are the most commonly purchased items, while the most money is spent on watches and jewelry.

This does not mean women in Greater China are shy about purchasing luxury goods. Greater China – or mainland China, Taiwan and Hong Kong – is the second-largest luxury market after the United States reaching $34.6 billion annually, according to the Bain & Company Luxury Goods Worldwide Market Study for 2012. More than a quarter of luxury purchases worldwide are made by Chinese consumers, a number that is expected to grow to 44 percent by 2020.

On Thursday, we launched our latest study looking at the luxury market in Greater China. “Luxury Connoisseurs” reveals the role of online media in luxury purchase patterns, the effectiveness of online and offline media, and the preferred types of online advertising. The research also provides insights into important social nuances that define consumers – such as gender, age, and life experience – to explore the psychology driving the purchase of luxury goods.

Here is a look at the numbers uncovered by the research. More insights can be found in the infographic below:

· 72 percent strongly agree that the Internet is important for staying up-to-date with luxury brands.

· 92 percent use online sources to learn about luxury products.

· 81 percent use the Internet to make purchase decisions – relying on word-of-mouth via social media, recommendations from bloggers and endorsements from celebrities to support their intent to buy.

· After making a purchase, 23 percent share their experience on social networking sites while 43 percent prefer to share in a more intimate, one-to-one setting over Instant Messaging services.

· 61 percent would like to see more online advertising of luxury goods.

Luxury marketing truly shows how the Internet has revolutionized the consumer journey. From building awareness, to building an emotional connection through beautiful video and innovative ad formats, online media follows the consumer every step of the way.

Aside from the role of online media, the study also reveals new insights into the emotional motivations behind luxury purchases. Sophisticated shoppers generally have more individual motivations – they want to be part of the brand story and heritage. In comparison, ‘nouveau riche,’ or individuals with recently acquired wealth, tend to purchase luxury goods as a way to impress social groups and show a desire for a higher social position.

Here are a few tips for luxury marketers found in the study:

· Communicate to luxury consumers via social networks and leverage endorsements from online experts and celebrities.

· Provide communication or messaging platforms that allow luxury consumers to share purchasing experiences among a smaller peer group.

· Use interactive online ad formats to create rich experiences that allow consumers to more deeply connect with luxury brands.

Take a look at the infographic to learn more:

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November 30th 2012 Uncategorized

Fitzy + Wippa air final show of the year on top of Sydney Harbour Bridge – part of Bridgeclimb’s ‘Live from the Bridge’ festival via The Monkeys

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SaundersNova_0097a.jpgIn the coming weeks BridgeClimb presents to the city Live from the Bridge – a festival of unique happenings live from the top of Sydney Harbour Bridge via The Monkeys.

To kick it off Nova’s Fitzy and Wippa climbed the the Bridge – 134 metres above the harbour – and broadcast their final
show of the year to an audience of approximately 220,000 and streamed
live via Nova’s website. During the lead up to the broadcast listeners
were given the opportunity to win a double pass to climb the Bridge and
join them during the show.
Bridge_Posters.jpgRegular events and promotions will be broadcast from the summit in
partnership with DMG Radio, including live performances, special guests
and surprise interactions with climbers, onlookers and the surrounding
environment.

Says Stephen O’Connor, BridgeClimb’s general manager
of marketing: “Live from the Bridge is a way to give the Bridge back to
the people of Sydney, we wanted to create unique experiences that
connect them to their bridge in a way that they wouldn’t normally. This
is just one of many events we have planned in coming months.”

Live from the Bridge encourages Sydneysiders to get involved with their bridge and ultimately, consider climbing it.

Client: BridgeClimb
Agency: The Monkeys

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November 30th 2012 Uncategorized