The fantasy of free media

My world in a Shell

There was a time in which you CEO’s and CMO’s used to tell their teams, let’s do social media, it’s cheap and effectiv!. Wait, these are those times still. In my consulting I’ve come across several of these executives who are trying to cut Marketing expenses through the use of social media.

Are you saving money? Are you saving money?

As digital marketers, we are to blame if this idea is still in place. We need to help understand our clients, bosses, and directors the enormous efforts required to create and maintain a social media campaign. Specially maintain. When do you think the “tweet nightmare” is going to explode? A Wednesday morning when your whole social media team is in the office? Of course not! It happens on a Friday night, where everyone is chilling at their place.

Of course it happened after hours! Of course it happened after hours!

Don’t get me wrong, it’s an amazing experience being able…

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The Future of Content: Upcoming Trends in 2014

Work in Progress

The Future of Content: Upcoming Trends in 2014

Awesome article jam-packed with helpful information for creating a content strategy. Did you know that there are 92,000 articles posted to the web EVERY.SINGLE.DAY.?! Crazy, I know. Personally, I found the section breaking down the key metrics for B2B and B2C companies the most helpful. Interesting stuff, definitely bookmarking this one. 

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Social Media: “Are you human?”

Verses In Motion Media

Social Media: “Are you human?”

Are You Human? SM

This is not one of those pieces about Social Media miseducation and the degradation of real human interactions. (Blah blah blah … Boring).  And it’s not a “remix” or remake of the fab 1980′s pop track by The Buggles.

Actually @ #mercuriosocialmedia we don’t believe the hype!  – Social Media definitely did not kill the “human star” – and this article is an inspired answer to a tweet with a simple question, sent as a ‘@‘mention  to myTwitter account: “Are you human?” …

Legitimate question, if you think, that so many of our actions online receive automated and automatic replies and responses, most commonly on twitter!

Big brands have fallen into the “automation” trap and some, have failed miserably with their social media strategy. Clients do not want to receive a reply which is “the copy of the copy of the copy” of a…

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Supporting Causes Is Effective Marketing

After reading this article, many purpose-driven brands/ social enterprises come to mind, such as Thank You Water. Through their journey you can see how their focus has been profitable and has pushed their brand to be extremely successful where you have not only staff that are passionate about what they do, but people and customers who want to help in their own way by purchasing the products. I have friends around me who only buy Thank You Water because they really believe in what the difference they can make and really see the impact as well.

Brands need people to believe in their purpose, why they’re doing what they’re doing. Is this what your brand is doing?

Under The Radar Marketing

These days, social media marketing with a significant social media presence is critical to the success of business. But, just marketing with social media might no longer be enough. It is about supporting “causes” socially that seems to be of great marketing value for businesses. The infographic below offers statistics on how customers and potential customers are choosing who to do business with.

This is critical for both profit businesses as well as for non-profits that serve as part of their mission. It used to be that supporting causes was just a “nice thing to do.” But, as the infographic below demonstrates, supporting causes is part of what potential customers look for when making purchasing decisions.

Of course, supporting causes has always and continues to be a good practice. These days, however, it has become apparent that supporting causes is not only good practice. It is also profitable for businesses…

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Wearable computing

There is so much talk about how wearable computing is the new thing and how marketers will have to be ready to utilise this as another channel in connecting with their consumers. From Pebble watches to Samsung’s Galaxy Gear:


and Sony’s SmartWatch 2


and even Google Glass,


all the tech giants are scrambling to get a good foot hold in the emerging market. But as great as these innovations are, are we as a society, ready to integrate them into our society?

We already talk about how mobile phones shut us off from ‘proper’ social interaction, face to face with our friends. And I’m sure it will only be more pronounced since the focus has shifted to mobile marketing. I don’t know about you guys but I’ve definitely seen a shift in how I talk to people during dinners and coffee catch ups, there is almost always a point where we’re all quiet and looking at our phones; reading messages or checking Facebook and Instagram and no matter how we complain that we’ve become anti-social, we still continue to do it. 

Its, as Forbes says, ‘The Wearable Computing conundrum’, our society can’t keep up with technology advancements. So my question is, with wearable computing so accessible, and companies like Google, Samsung, and Sony who are making it possible, how will it affect how we as people interact with each other, and would you buy one?

Coca Cola using IMC elements online

Coca Cola, the largest beverage company in the world with a ridiculously large portfolio is and always will be a great example of integrating most, if not all of the integrated marketing communication (IMC) elements including: PR, sponsorship and events, advertising, sales promotion, direct marketing, etc. And by using these elements and making them available to the online community to see through YouTube, blogs, etc. It exponentially increases the exposure.

One I’d like to focus on is the PR campaign Coke did which placed a vending machine in India and Pakistan and enabled people to interact with each other through the machine to get free drinks. For those who don’t know, there has long been tension between the two countries.

Here’s a video so you can see how brilliant this was:

Public relations (PR) is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics. The implications of implementing a PR campaign include the understanding of what the organisation is doing, in this case it is bringing two countries together for their target audience through deliberate, pro-active behaviour.

This video makes me want to buy Coke even though I don’t drink it. What about you? Do you think they executed this well?