Resist the Urge to Cut Back on Advertising Despite the Economy Planning a wedding is a little bit like drowning. As a future mother-of-the-bride, I often feel like I’m in over my head. And you know what they say about people who are drowning: Don’t get too close or they might pull you under.
For our family, 2011 marks the year our daughter, Lauren, and her fiancé, Kyle, got engaged. Atop Coit Tower in San Francisco on New Year’s Eve, Kyle proposed with an extravagant engagement ring wrapped in an unassuming Taco Bell hot sauce packet labeled Will You Marry Me?
One of my family’s Christmas Eve traditions is a White Elephant Gift Exchange. For the uninitiated, the cruel process goes something like this: Purchase a gift worth $5. Wrap it up so it looks like a million bucks. Draw a number to determine the order you will be allowed to select one of the gifts.
All too often, entrepreneurs dabble instead of committing to comprehensive advertising strategies. But, in today’s competitive market, your campaign won’t succeed if you just dip your toe in the water. Don’t be afraid to take the plunge.
We are all constantly faced with decisions about what to share and what to withhold from our various online contacts, connections, followers and friends. Is Google+ the answer to our prayers or another way to sacrifice our privacy at the altar of electronic transparency?
Online and in the real world, you should listen as much as you talk—carefully considering the receiver before sharing any message. This is especially important since Google has recently re-calibrated algorithms to weigh interaction in addition to quantity of raw content to rank search results. Although the X-Robots that crawl across programming code can’t subjectively evaluate content, they now calculate the value of posts and associated authors based on how people respond to them.
Users with a camera phone equipped with the correct reader application can scan the image of the QR code to display text, contact information, connect to a wireless network, or open a webpage in the phone’s internet browser. QR Codes are free and easy for advertisers to create and customers to access.
At a time when most business owners are slashing budgets and services in a mad scramble to survive, Disney thrives. Instead of drastically reducing prices and cutting back on their offerings, they continue to invest millions to improve and enhance their products. We would all do well to take a few cues from the entertainment giant.
At home, if I’m not checking available points in my Weight Watcher’s tracker, I’m logged onto Facebook, Twitter or LinkedIn, reading an iBook or eMagazine, playing Mahjong or balancing our checkbook with Quicken. At work, I’m almost always updating blog posts, tweeting on behalf of clients or evaluating website analytics.
What does this have to do with marketing? It reminds me of something Albert Einstein once said: “The definition of insanity is doing the same thing over and over again and expecting different results.”