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Showing posts from October 15, 2014

A CMO’s View: How To Build A New Brand

As a CMO in the midst of launching a new branch, Penny Holt of BorrowersFirst is intimately familiar with what it takes to build a brand from the ground up.
“Branding is the single lens through which the entire company views the business and drives operations,” says Holt, “At BorrowersFirst, our name is literally our brand identity and our business strategy.”
After a year of forming its executive team and receiving funding in July 2013, BorrowersFirst is scheduled to take its lending product to market this fall. The company will offer personal loans ranging from $2,500 to $25,000 via its online lending platform.
It doesn’t take long into my conversation with Holt to hear her passion for branding.
“Our branding is our company culture. We are all driven by the same principle at BorrowersFirst – putting the borrower first,” says Holt.
Holt is not the only one who takes BorrowersFirst’s branding seriously; her company has formed a brand council made up of its executive team. The company’s CTO,…

Taking Aim: A Target Market Checklist

With well over 100 million households in the U.S., it’s not practical (or possible) to target everyone. Smart business owners know the importance of zeroing in on a niche market.
By choosing the right audience and tailoring marketing messages accordingly, even the smallest companies can give large corporations a run for their money.
So, how do you choose the right target audience in which to invest your effort, creativity, and resources?
Narrowing Your Sights
When it comes to spending your marketing dollars and optimizing campaigns, you should narrow your sights to the specific segments that are most likely to become customers. It’s also essential to cater to your current customers and foster their loyalty to your brand. A good data management platform can consolidate anonymous data to identify high-value target audiences.
But what should you consider when defining a target audience? Hint: It involves a lot more than age, geolocation, and income. If an audience meets most or all of the fol…

10 Must Read Fiction Books For The Self Employed

The scent of the pages coming freshly printed from the press is immaculate and pristine. There is nothing in this world that could describe the hardcovers with their dust jacket ready to be explored and immersed in altogether new avenues, lost among completely new characters, yet finding you among them. Welcome to the world of fiction books! There’s nothing truer than a story that bleeds, although termed as fiction, it […]
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Facebook beats YouTube at its own game? What’s really going on here?

The social media world is all atwitter today over a chart and a video on Beet.TV with comScore’s cofounder Gian Fulgoni. According to this chart, Facebook is beating YouTube at its own game. Here it is in black, red and blue: in August, Facebook passed YouTube in total number of video views on desktop in the US.

Crazy, right? We should all hurry over to Facebook and load a dozen videos, right?
Not so fast.
As Fulgoni points out in the video, Facebook has a secret weapon called auto-play. When a video appears in a person’s news feed it begins playing without sound. Facebook counts that as a view. As a marketer, do you count auto-play without sound as a view?
There’s no question that video is exploding on Facebook. Here’s what they had to say about it back in September;

Growth in video views exceeded 50% from May through July of this year, and since June there has been an average of more than 1 billion video views on Facebook every day. Video on Facebook was built to be mobile first, and now…

Samsung Drives Nearly 60 Percent Of Android Traffic

According to new data from ad network Chitika, Samsung Galaxy devices are responsible for almost 60 percent of North American Android traffic (smartphones + tablets). Traffic from all other Android OEM brands is flat or declining except for LG, which has seen success with its G3 flagship smartphone.
Chitika looked at “hundreds of millions of U.S. and Canadian smartphone- and tablet-based online ad impressions” on its ad network to develop this report. in the chart below Amazon’s share is largely Kindle Fire tablets. Its Fire Phone has not sold well to date.

According to the most recent comScore smartphone data, LG is the number two Android OEM in the US market after Samsung. The latter has a 29 percent of the US market, while LG has 6.7 percent. The iPhone, by comparison, has 42 percent marketshare according to comScore. The comScore data reflect handset penetration not mobile web traffic.
Chitika also said that smartphones were responsible for 81 percent of total North American Android …

Google Express, new name, new cities, plus alcohol

A year ago, a Google Shopping Express driver delivered a box of granola to a customer and a new idea was born. Since then. . . I don’t know what’s happened since then because I forgot the service even existed until I saw yesterday’s big announcement.
It’s actually a three-part announcement. First, Google Shopping Express is changing its name to Google Express. (Remember when Fedex was actually Federal Express?)
I want to order something just to get one of those cute, new parachute (not a drone) bags.
The name change doesn’t seem like a big deal but it’s both a risk and a good idea. Google Shopping Express is long and that’s why people naturally shorten it. But when you take out the word “shopping” does it sound like a fast search engine? Amazon Express – we get it. Google Express – not so sure.
The service is also branching out into 3 new cities; Chicago, Boston, and Washington, D.C.. They already deliver in San Francisco, Peninsula & San Jose, West Los Angeles and Manhattan. Some are…