FIR Live is back with all-star panel on influencer marketing

Has it really been 10 months since the last FIR Live?

It may have been a while, but when we decided to bring the real-time single-topic panel discussion back, we did it in a big way. We’ll be talking about influencer marketing—what’s hype, what’s legit, what works, what doesn’t—with an all-star panel that includes…

• David Armano—EVP, Global Innovation & Integration at Edelman
• Gini Dietrich—CEO at PR firm Arment Dietrich, Inc.and Spin Sucks blogger
• Andrew Grill—CEO at UK-based influence tracking firm Kred
• Zena Weist—VP of Strategy at social software company Expion

Additional panelists will be announced once we’ve locked them in.

… Read More »

Interactive advertising makes inroads at America’s malls

It had only been a few weeks since my last visit to Sun Valley Mall in Concord, California, but during our trek this weekend, we found that the mall had added two interactive installations that foretell part of the future of advertising.

On entering the mall, we saw a Fox-sponsored “Stop. Scan. Shop.” display driven by both QR codes and proprietary Fox images. The display featured a video monitor playing clips of movies, along with movie ads the featured QR codes. Passers-by could scan the codes with their phones and order the movie for delivery to their homes.

When I got home, I did a bit of research and found that Fox began in… Read More »

FIR Book Review: Evangelist Marketing, by Alex L. Goldfayn

Guest reviewer Robin Browne offers his thoughts on “Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn’t),” by Alex L. Goldfayn. Here’s the description of the book:

“In Evangelist Marketing, Alex Goldfayn argues that technology companies succeed in spite of their marketing, not because of it. He says that if consumer tech makers ceased all marketing activity today, they would not see a significant decline in sales. In this book, Alex presents why the current state of overly-technical, features-oriented tech marketing, branding, communications and public relations… Read More »

Does every tactic need to be baked into a strategic marketing plan?

You can’t open your browser these days without being bombarded with posts about Pinterest, the social-visual-bookmarking-scrapbooking site. Still in invitation-only beta, Pinterest is attracting women in droves and driving more traffic to retail sites than Facebook. All this is driving bloggers to write posts with headlines like 8 ways to use Pinterest for nonprofits and Six steps to driving traffic from Pinterest.

(Think I’m overstating the case? Scroll through the 50 million-plus Google Blogsearch results for Pinterest.)

Inevitably, the naysayers have been close on the heels of the enthusiasts. Forrester analyst Darika Ahrens was… Read More »

Get control now of proliferating social media activities: Altimeter report

A few years back, in working with an organization to organize its social media efforts under a strategy, we found that the company had over 50 Facebook pages and groups. Most had fewer than a dozen or so fans, most likely because nobody was supporting these pages with content and interaction. Ultimately, we winnowed the number down to the five or six pages that had amassed some genuine interest and to which the organization was willing to commit the resources required to maintain and build momentum.

Today, 50 pages no longer seems like all that big a deal. According to a report The Altimeter Group released today, global corporations… Read More »

Businesses destined to add e-books to their content marketing efforts

Publishing books isn’t exactly new to businesses. In 2009, Forrester Research executives Josh Bernoff and Charlene Li made a splash with Groundswell, published by Wiley. It may be one of the more visible examples of a business—Forrester—publishing a book (the company got the royalties instead of the authors, the status quo for employees who write business books while employed), but because of the economics of book publishing, that’s about to undergo a massive shift.

Who publishes books is already in the throes of change. Amazon’s Kindle library is crammed full of titles produced by individuals who avoided working with a publisher at… Read More »

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