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The fate of Google+ for business marketing

Emma Fitzpatrick Marketing

Google+ has often been the least favored and most neglected tool for social media marketers. Started in 2011, this was Google’s chance to create a thriving social network. However, while Google+ was able to quickly gain users, it was not able to truly engage them. The time spent on Google+ was minimal. Come 2013, Google began requiring users to sign up for Google+ to use Google products like YouTube and Gmail. As of now, that’s no longer true.

Everyone wants video content, but how do you measure its impact?

Mayur Kisani Marketing

As videos become increasingly popular, an important question for marketers has also arisen: How do we measure the effectiveness and ROI of our video content? TV's recent decline in viewership has been the result of the rise of video content marketing. But creating effective videos of substance and value does have its own costs, which must be justified by marketers to the company.

4 ways to rock social — regardless of network

Emma Fitzpatrick Marketing

Every social media network has its own quirks and best-practice rules. Yet keeping all those tips and tricks top of mind can prove to be tough — especially if you're juggling other aspects of business.

How much sales experience do your employees need?

Betsy Harper Business Management, Services & Risk Management

My next door neighbor, Jack, is putting a new, fancy deck on his house — again. The first try didn’t quite work out the way he wanted for two reasons. The first is that Jack, above all things, is a really nice guy. The second is that Jack is frugal. I know some managers who are like Jack. They've hired people they know who don't have the right amount of experience for the job, or they hire people who only fit into their budget.

Personalized messaging vs. personalized marketing

Peter Moloney Marketing

How many marketing technology vendors say they help you personalize your messaging to your customers? Um, hundreds perhaps? Maybe all of them? The problem is, most of them do not personalize marketing. The first gotcha is the analytics. Personalized messages and offers can work like magic to lift returns, but only if they truly interest the customer. Otherwise, to the customer, it's just more noise.

Should instant messaging be your channel of choice?

Randall Craig Communications

When you reach out to your members, suppliers, regulators or other stakeholders, how do you do it? In the olden days it was the telex. Today, we choose between courier, the postal service, fax and email. But what about using social media? How does this fit in? Or does it?

Yik Yak: What is that?

Emma Fitzpatrick Marketing

Even if you're not an expert on every social media network, you've probably heard of most — Facebook, Twitter, Instagram, Pinterest, Snapchat, maybe even Meerkat and Periscope. Chances are you haven't heard of this one, though. It's been around for less than a year, has raised over $70 million in venture capital funding and has nearly 2 million active monthly users. Meet Yik Yak.

Brand yourself — or others will do it for you

Hank Boyer Marketing

Try this right now: Open up a Web browser and Google your name. Finished? What appears about you is what customers, employers, recruiters and prospects will see. It's your brand. So, based on what appears, are you a credible brand that inspires trust?

Virtual reality is poised to transform destination marketing

Shawn Smajstrla Travel, Hospitality & Event Management

Though its roots extend back at least four decades, virtual reality is just now beginning to show the promise of the 1960s visionaries who recognized its possibilities. VR had a mild re-emergence in the '90s, when we were captivated by the idea that a clunky helmet and some robotic-looking gloves could place us directly inside a video game. But the "reality" part of virtual reality never quite met with its potential.

How to market to Pinterest’s newest users — men

Emma Fitzpatrick Marketing

Pinterest used to be the social network for women looking to plan their weddings, find new recipes and attempt ambitious DIY projects. However, Pinterest's user base is slowly beginning to diversify. According to the latest Pew Research, 71 percent of the social network's users are still women. Yet 73 percent more men are now using Pinterest compared to 2014. One-third of all new Pinterest registrations in 2015 have been men.

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