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Put a Face on Your Brand as a Marketer

Put a Face on Your Brand as a Marketer

Mark Schaefer, Marketing, Seth Godin, Social Media
I’ve been around long enough to have worked as a marketing professional both before and after the emergence of the Internet. I’ve seen what was once called plain, old marketing transform into an array of digital marketing, social media and online capabilities we couldn’t have imagined back in the day. Now we have artificial intelligence, chatbots, smartphone apps, ephemeral content, SEO, ABM, AR, VR, YouTube, podcasts, geo-fencing, blockchain, TikTok, voice search, programmatic advertising, omnichannel marketing and social commerce. Having at our disposal practically all the tools, tactics and technologies we could ask for, it’s a ridiculously awesome time to be a marketer. Unfortunately, it’s also an incredibly difficult time to be in this business, as those on the receiving end of our messages are sick and tired of our ads.…
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Humanize Your Brand

Humanize Your Brand

Advertising, Branding, Marketing, Seth Godin, Social Media
Real success in business is achieved when you use real people in marketing and sales, real people in real time being really honest with their audience. When I saw Mark Schaefer speak earlier this year, he emphasized the importance of being human as marketers. I saw Seth Godin a few months later, and he pointed out that human marketing takes time. They're both right, of course. Consumers are tired of being bombarded by the constant cacophony of cries for their attention from brands. There must be a better way to win friends and influence people in business. That’s why I’m such a huge proponent of social media. Social media levels the playing field, making it possible for companies to engage with consumers - and vice versa - as human beings.…
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The Future of Advertising…It’s About to Get Real

The Future of Advertising…It’s About to Get Real

Advertising, Marketing
To break through the clutter and win consumers over, advertising and marketing need to get real. That’s what Bud Light did recently. During game five of the 2019 World Series, Washington Nationals fan, Jeff Adams, took a home run ball to the chest while holding on tightly to his two cold beers. That’s when Bud Light sprang into action. Not only did they take quickly to Twitter to call attention to the moment, they tracked down the fan and by the next game, had him the star of a television campaign that featured the actual video footage of him being hit by the ball. This scenario was remarkably well played by Bud Light, to say the least. Borrowing a page out of the social media playbook, they wasted no time…
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People Don’t Like Advertising and Marketing

People Don’t Like Advertising and Marketing

Advertising, Marketing, Social Media
I hate to break it to you, but people don’t want to be interrupted by advertising and marketing. That’s the last thing I want to hear, too, as I’ve earned my livelihood in this business for years. But we can’t bury our heads in the sand. We can’t look the other way. We can’t say we weren’t warned. Not after reading a recent article in The New York Times (“The Advertising Industry Has a Problem: People Hate Ads") that painted a very pessimistic picture of what my colleagues and I do for a living. Consumers are turning off and tuning out, going so far as to pay extra to receive news, information and entertainment without being bothered by brands’ incessant cries for attention and engagement. This is what I’ve been…
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Selfies on Social Media

Selfies on Social Media

Branding, Marketing, Selfies, Social Media
Selfies can be some of your most popular content on social media. People like to see pictures of other people, especially those with smiles on their faces. Do you remember that famous selfie that Ellen DeGeneres took at the Oscars in 2014 with Bradley Cooper, Jennifer Lawrence and a group of other celebrities? On Twitter, that selfie garnered over 3,000,000 retweets and more than 2,000,000 likes. Former Boston Red Sox slugger, David (“Big Papi”) Ortiz, took a great selfie of him and President Barack Obama on the team’s visit to the White House a few years ago. Kim Kardashian, of course, is famous for her selfies. I take a lot of selfies myself, many of them group selfies using my selfie stick at industry-related events like American Marketing Association, Boston's.…
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What’s Your Mud?

What’s Your Mud?

Branding, Marketing
What's your mud? What's your secret sauce? What's the one thing you can offer to your audience members that they can't get anywhere else? I read an article in Sports Illustrated recently about this guy who provides Major League Baseball with the mud that's rubbed on baseballs before they're used in games. Apparently this mud makes it possible for a pitcher to get a dependable grip on the ball. This mud is unique. This mud is valuable. This mud, according to this article, has been the only mud used by MLB for decades. Every brand and business should have the equivalent of this mud as their own product or service. Something exclusive. Something rare. Something no one else can offer. After all, there is a lot of competition in the…
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Advertising is Everywhere

Advertising is Everywhere

Advertising, Branding, Marketing, Public Relations, Social Media
Advertising, marketing, PR and social media …all this is changing at breakneck speed. What strategies and tactics worked for us a few years ago, or as recently as last year, could easily backfire on us today. We can’t afford to have whatever messages we’re sharing with our own respective audiences be anything but relevant, timely, engaging and even amusing. Never mind the glut of content people are trying to sort through and digest, many consumers, customers and clients won’t tolerate anything that even resembles a sales pitch anymore. Stop begging for business and start earning that business. Stop trying to fool those on the receiving end of your messages and start trying to help them. Stop hitting listeners, viewers and readers over the head time and again and start listening…
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Bob Cargill’s Marketing Road Show on November 22, 2019 (3-8 PM)

Bob Cargill’s Marketing Road Show on November 22, 2019 (3-8 PM)

Marketing, Social Media
On Friday, November 22, 2019, Bob Cargill's Marketing Road Show will take place from 3-8 p.m. at Out of Office in Hudson, Massachusetts. Sponsored by Avidia Bank, 3 Media Web, Aveli By WSI and Ideal Video Strategies, the Marketing Road Show will be an educational and entertaining event on the importance of authenticity in marketing today. Along with an action-packed agenda of speakers and panel discussions, there will be plenty of time for networking, socializing and just plain fun, too. Scheduled speakers to date include social media and marketing consultant Bob Cargill, business coach Michelle Holmes Mercier, Avidia Bank’s communication manager Katelin Cwieka, Vision Advertising's Julia Becker Collins, InVision's Richard Banfield, 3 Media Web's Lysa Miller, Rapport International's Wendy Pease and Avid's Jeff Copetas. Tickets for this event are only…
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Podcast: A Few Words with Dave Matson

Podcast: A Few Words with Dave Matson

Marketing, Social Media, Sudbury
In this episode of my podcast, Bob Cargill's Marketing Show, I have a ridiculously awesome conversation with David Matson on the patio in front of the restaurant, 29 Rustic Mediterranean, in Sudbury. Dave is a digital marketer who specializes in SEO, lead generation, content strategy and social media. We talk about content marketing, SEO, community management on Facebook, even some of our favorite rock bands. About David Matson (in Dave's Words, from his LinkedIn Profile) Digital marketer focused on SEO, lead generation, content strategy, and social media. I built a business that generated thousands of leads per month for criminal defense lawyers from organic search. I am the founder and organizer of one of the largest and oldest SEO Meetup groups in the country. http://www.meetup.com/BostonSEO/
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