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Carolyn Goodman

The Power Punch

By Carolyn Goodman

About Carolyn

A blog that challenges B-to-B marketers to learn, share, question, and focus on getting it right—the first time.

Carolyn Goodman is President/Creative Director of Goodman Marketing Partners. An award-winning creative director, writer and in-demand speaker, Carolyn has spent her 30-year career helping both B-to-B and B-to-C clients cut through business challenges in order to deliver strategically sound, creatively brilliant marketing solutions that deliver on program objectives. To keep her mind sharp, Carolyn can be found most evenings in the boxing ring, practicing various combinations.

You can find her at the Goodman Marketing website, on LinkedIn, or on Twitter @CarolynGoodman.

 

Marketing Sustainably

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The last season of "Mad Men" is approaching, but let's not be so fast to bury the ad agency with...



Big Data, Small Data, Clean Data, Messy Data

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Freeform Data Are Not Exactly Free
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Whenever "Big Data" is mentioned, there follows this sick stat that 2.5 quintillion bytes of data are being collected every...



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About 30 years ago, Paul Simon wrote a song entitled "One-Trick Pony." The song describes a performing pony that has...



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When prospecting using email or LinkedIn InMail, when should I send a follow-up email—to make sure the prospect saw my...



Direct Mail for the Modern Marketer

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Direct Mail Design: Layout
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Designing for direct mail can be broken up into three segments: layout, color/images and copy. Since this can be a...



Reinventing Direct

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Keeping Search Profitable

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Should You Make Your Site Secure for Improved SEO Results?
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Just this past month Google confirmed that in the future, its search algorithm would be giving a rankings boost to...



Muscle Marketing

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Anyone who's involved in Internet marketing can tell you that Penguin is more than a cute little seabird that lives...



Triple Venti Dolce Data...

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Clue Me In, Please
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So here we are, halfway through 2013. You, along with everyone, are still trying to find that magic formula to...



Ruthless B-to-B Marketing

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I heard a horror story the other day—a consumer packaged goods executive ranting about a meeting with a vendor. "I...



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
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Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



SEO & Content Marketing Revue

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Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



Here's What Counts

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Many marketers use a funnel to illustrate the progression from prospect to buyer because the narrowing graphic neatly shows the...



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Perhaps like me, you love summer and all it entails: longer days, outdoor play, flip-flop casualness, patio grilling, hummingbirds, wildflowers...



Yblog

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Consumers reveal more than ever before consciously through social media and, just as importantly, unconsciously through their behaviors. This data...



The Whole Magilla

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It finally happened. Politicians' idiotic email practices had a measurable negative effect. "Maine Republican Party chairman Charlie Webster has admitted...



Online Video Marketing Deep Dive

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Are Your Videos Champions of Your Brand?
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If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

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‘I Can't Because, I Need ... ’
Oct 7, 2013

Does this sound like you? Have you ever set up a goal, but then realized (either quickly or too late)...



Denny Hatch's Blog

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The Internet Can Make You a Chump—Forever!
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Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



Hashtags: #smartnewmarketingtool or #riskymarketingmove?

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Call me out of touch, but I really don't understand the fascination with hashtags.

The hashtag gives Twitter the ability to collect all tweets about that topic into one collective location. That makes it easy for Twitter users to join the conversation by reading, retweeting and adding commentary. If enough people tweet and retweet about the hashtag word or group of words, it's considered a topic that is "trending" (i.e. it's popular).

Of course marketers have smelled an opportunity to leverage the hashtag because what could be better than having consumers talk about your brand—especially if the brands themselves sparks the conversation?

Within the last 20 years, there's been a huge change in advertising CTA's (Call-to-Action)—especially in television. First, many commercials ended by showing an 800 numbers, and that was quickly followed by the vanity 800 number. With the advent of the web, marketers substituted URL's for 800 number. After it was discovered that the consumer didn't know what to do once they landed on a website home page, the MURL was invented (www.nameofbrand/specificpage). When Facebook exploded on the scene, brands wanted you to visit and like them on their Facebook pages. But now, it seems, all of that is old school.

Many of the most recent Super Bowl commercials didn't end with phone numbers, web addresses or any mention of Facebook. Instead, a hashtag was offered up in front of a pithy subject line as a way to get viewers engaged in a dialogue about the commercial itself (and, ultimately, the brand).

I find it interesting that during the Super Bowl this year, millions of dollars were spent on each 60-second spot, and yet several marketers risked it all by using a single CTA: a predetermined #groupofwords. I could understand if the hashtag was in addition to other CTA's, but in most of the instances I observed, it was the standalone close on the spot.

I'll be the first to admit that I have never even bothered to look to see what topics are trending on Twitter. Maybe I'm not cool enough to care. But I'm not 100 percent confident that throwing a hashtag in front of a topic will generate a POSITIVE conversation about my brand. So why would you place your brand at risk after you've spent hundreds of hundreds of thousands of dollars?

Creating "brand evangelists" has always been a core goal of any brand—people who support your brand, talk about it, recommend it to others and basically act as your mouthpiece by providing personal endorsements. But does doling out a hashtag topic guarantee that a positive conversation will ensue? Not in my book. #marketinghashtag

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