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Digital Archives | Page 4 of 4 | Mansfield Inc.

Category: Digital

 Say goodbye to digital marketing in the dark.

Have you ever had a “great feeling” about a marketing strategy, but aren’t quite sure what the results will look like? Say goodbye to shooting in the dark, and say hello to the world of digital marketing where everything is measurable and accountable.

Digital marketing makes up 52% of overall marketing spending. CMOs expect to spend $228 billion on digital marketing in the US market alone this year. Digital marketing budgets are expected to outgrow TV in 2017. Considering your audience will be obtaining most of their knowledge online about your product offering, you should be creating a digital strategy for this year and next.

What are the basic ingredients of a digital marketing plan? Your plan should have a seamless transition from one media channel to the next- including mobile. Here’s 5 tips you should always think about when measuring your digital marketing success. The following list of simple components should be considered in your plan: more

A strategy shift for the world’s largest video sharing network will hold advertisers to a higher standard of content development.

YouTube is more than a place to watch and share video; it’s a cultural movement that has inspired film-makers, musicians, content creators, and anyone with a camera to share their stories. As the first media giant of the new digital era, YouTube has undergone some substantial changes over the years, slowly transitioning from a user generated content hub, to a more traditional media company with executives and advertisers calling the shots. But there’s one thing YouTube has always been — entirely free — until now. more

Timing is Everything.

When marketers develop their social media strategies, their focus is typically on a tier-one, revenue-driving campaign. To drive sales however, an emphasis must be placed on the overall brand narrative, as users seek out authentic and timely interactions.

As Gary Vaynerchuck might say, ‘right hooks’ convert traffic to sales, but your social media ROI is dependent on the quality and context of your content1. Timing is everything.

Google believes so as well. According to ThinkWithGoogle’s recent report on Micro-Moments: more

A Review of Canada’s Digital Future in Focus.

Last week, comScore released their 2015 Canada Digital Future in Focus. The annual report covers usage patterns from the previous year, as well as the future of digital in Canada.

Here are a few highlights that caught my attention. more

Will Trevor Noah’s image crisis impact viewership?

In early February, long time host Jon Stewart announced that he would be leaving The Daily Show.

At the end of March, Stewart introduced his new replacement, 31-year old South African comedian Trevor Noah. A unique choice, choosing a young international up-and-coming comedy star to take over the seat that Stewart has held for so long.

Then, shortly after the announcement, all hell broke loosemore

“Enhanced” statistics will only continue to immerse fans.

In the summer of 2014, many NHL clubs made headlines by publicly introducing new hockey analytics departments in their organizations. None did it louder than the Toronto Maple Leafs, who hired 29 year old stats-wiz Kyle Dubas as their Assistant General Manager.

And so it was dubbed “the summer of analytics.” more

Snapchat is Not Just a Social Media Company.

Two weeks ago, Adweek reported that Snapchat was asking major retail brands for $750,000 a day for its new ads. While Snapchat only began to run ads late last year, they have support from major brands, including the likes of McDonald’s, Samsung, Macy’s, and Electronic Arts.

On the surface, three quarters of a million dollars may seem like a lot money for a single day of advertising, but when you’re first-to-market and have a direct line to teenagers, there’s definitely an argument to be made. Snapchat CEO Evan Spiegel certainly believes so, as he’s raising funds at a $10 billion valuation.

Funding aside, it’s fascinating to watch as Snapchat continues to monetize their app, and compete with established social media players for user’s precious screen minutes.

But it doesn’t stop at social media. more

On wakening each morning, I don’t switch on my TV. Instead, I reach for my iPhone (yes, it stays in bed with me) and I catch up on the local news and scroll through my notifications on Facebook, Twitter, Instagram and LinkedIn. When I think about it, I mostly watch Netflix on my tablet, and several days can indeed pass before I really begin to miss the ‘first’ screen altogether. more

When it comes to Twitter, everyone seems to have their own philosophies on how to appropriately use the social networking site. There’s the type that sensors everything they tweet, never sharing their opinion, sending out generic tweets about seeing old friends and eating at favourite restaurants. There’s the tweeter that censors nothing, sending out plenty of unedited tweets filled with emotion and, quite often, foul language and opinions.There are those who put locks on their accounts, believing that this will prevent current and potential employers from seeing what they’re writing (hint: it won’t). And we can’t forget the tweet and delete type, who think that if they delete their tweet a few minutes after posting it that no one will ever be the wiser (another hint: nothing is ever really deleted on the internet). But I have my own system regarding my Twitter account, and it’s glaringly simple: If you don’t want someone to see it, don’t tweet it.No, I’m not saying I only tweet emotionless, super safe tweets about how good my meal was. What I’m saying is don’t tweet something you wouldn’t say directly to your employers or clients you work with.

I’m a die hard sports fan, and like any die hard fan, I’m a little (a lot) biased about the teams I like. I have my opinions on what’s happening in a game, about how a player is performing, etc. If I come into work the morning after a big game, I spend time chatting with my supervisors about it, expressing how I feel about the game and the players. We’ll have a back and forth, sharing our views.

So if I can express my opinion this in conversation with my boss, why can’t I have it online?

That may be a specific example, but it shares the point well enough.

This has always been the way I run my Twitter account. If someone types my name into Google, it’s usually the first thing to pop up. I’m not trying to hide it from anyone.  I know that when I’m working with new clients, or if I have a job interview coming up that my social networks are going to be inspected. That is why every time I write a new tweet, I think “would I want a client to see this?” before I hit send.

I have had supervisors follow me on social media, and I have found that most of them tend be more interactive with my style of tweeting, responding to my tweets and giving a counter-opinion.

It is important to remember that Twitter is designed to give users an online voice. No one should be scared to share an opinion on twitter they wouldn’t share in a room full of coworkers, provided, of course, that it is a concise, educated opinion.

Twitter is designed to be conversational, and that’s how it should be used. How you conduct yourself in these conversations is entirely up to you. Would you really feel safe posting a thought on the internet that you wouldn’t be willing to share in person with coworkers?