Earlier this month, a group of corgis in outfits fit for a queen strutted down a mini red carpet in New York’s Herald Square. I don’t tell you this because it’s an adorable visual (which it absolutely is), but because it’s just one of many royal wedding-themed campaigns making headlines since news of the impending nuptials of Prince Harry and American actress, Meghan Markle, broke. If I learned anything on my brief trip to London, a few weeks after the wedding of Prince William and Kate in 2011, it’s that nothing is off-limits when it comes to royal wedding memorabilia, merchandise, or marketing. (I came home with a handbell with their faces on it, if that tells you anything.)
I have a confession to make: I have a problem with Retail Therapy. Sometimes, I get happy or sad (or even just bored) and want to buy something. Clothes, food, anything. I know, it’s terrible, but I take solace in the fact that I'm not alone. People are emotional creatures. When it comes to shopping, our emotions and mental states can change drastically as we go from Awareness to Consideration and ultimately, Decision Making. As any great inbound marketer, it’s our job to know and understand these emotional states and align our strategies to give consumers what they need during them to feel comfortable making a purchase.
SO -- Have you heard about that awesome new lead gen tactic? Ok, I’ve got nothing right now, but I bet I got your attention. Word-of-mouth marketing (WOM) is a powerful asset in our line of work. It not only piques people’s interest, but as the name implies, it gets people talking. About 62% of consumers search online for reviews and information before purchasing a product and a whopping 90% believe brand recommendations from friends.
A few years ago, Mashable wrote an article about the rise of the Yuccie, “The young urban creative” -- and a little bit of my sparkle faded. When I saw this, I had the sad realization that perhaps I’m not as much of a unicorn as I think I am. Like me, as a digital marketer, you’re likely more aware than others of the wealth of creative careers popping up these days. From writers and designers to developers and strategists of all kinds, creativity is a hot commodity, but also one many claim to have.
No matter who you ask, an email subscriber list is one of the most valuable marketing assets you can have. Unlike Facebook, Twitter, or any other social media, an email list is earned contact with your audience that is completely under your control. When someone subscribes, they’ve chosen to hear from you; they gave you their email address knowing that they would. Unfortunately, according to HubSpot, even earned subscriber lists tend to expire at a rate of about 25% a year.
Are you feeling lucky? Every St. Patrick’s Day, millions of people do -- especially in the United States. With more than 126.9 million Americans (30x the population of Ireland) expected to celebrate this year, the holiday can be the pot-of-gold at the end of marketing rainbow for many businesses. From decorations and greeting cards to clothing, food, and drink, over four billion dollars are spent during the celebrations, presenting a fun opportunity for businesses big and small to campaign for their cut.
Even in a digital world, customer service is a business make or break -- probably even more so.
So, I was late to the Mad Men phenomenon, but since I started it in the fall last year, I’ve been hooked. It’s fascinating how well it captures the stress of creative careers and the agency environment and also, just how little has changed in the past 50 years. Well, aside from all the smoking, suits, affairs -- ok, maybe a lot has changed.