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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.

 

The Integrated Email

Cyndie Shaffstall
Sowing Seeds
Jul 28, 2014

Back in the day of direct mail, nearly all marketers had seed names on their lists in order to monitor...



Making Social Sell

Jeff Molander
Google Authorship Image Not Showing? Here's What to Do Next.
Jul 25, 2014

Are you Google Authorship images not showing in search results? Are you seeing a drop in site visitor traffic or...



Direct Mail for the Modern Marketer

Summer Gould
Is Every Door Direct Mail Right for You?
Jul 24, 2014

Every Door Direct Mail is a service designed by the USPS to help businesses reach every address in a neighborhood....



Brand Matters

Andrea Syverson
Linger Longer: A Branding Imperative
Jul 23, 2014

"Summer afternoon—summer afternoon; to me those have always been the two most beautiful words in the English language," wrote Henry...



Reinventing Direct

Gary Hennerberg
Stimulating Action With Color
Jul 22, 2014

There is growing scientific evidence of how the brain processes color and how color impacts our feelings and how we...



Marketing Sustainably

Chet Dalzell
The Mailboxes of My Memory
Jul 21, 2014

In my life, I've had a lot of mailboxes. My current box (New York, N.Y.) is part of an apartment...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
Big Data Must Get Smaller
Jul 17, 2014

Like many folks who worked in the data business for a long time, I don't even like the words "Big...



Marketing Nuggets

Michael Lowenstein
Avoiding the One-Night Stand
Jul 15, 2014

Stating that all customers are not created equal is hardly an oversimplification. But, just like the pigs in Orwell's "Animal...



Ruthless B-to-B Marketing

Ruth P.  Stevens
B-to-B Marketing Is Falling Down on the Job
Jul 9, 2014

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



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Google: The Elephant for Search Marketers
Jul 8, 2014

Pierre Trudeau, the former Canadian Prime Minister, once remarked about the United States: "Living next to you is in some...



Here's What Counts

Chuck McLeester
Mindset and Measurement
Jul 2, 2014

In her book, "Mindset: The New Psychology of Success," Stanford University Professor Carol Dweck purports that people possess one of...



Muscle Marketing

Wendy Montes de Oca
How to Create High Performing Sweepstakes for Lead-Gen Efforts
Jul 1, 2014

OK, I know what you're thinking … viable leads typically don't come from sweepstakes and contests. And when not done...



Online Video Marketing Deep Dive

Eve Grey
Are Your Videos Champions of Your Brand?
Feb 3, 2014

If you advertise in an ordinary way, it's safe to expect ordinary results. However, when you take the extreme and...



Think Mobility

Greg Hickman
‘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)...



Triple Venti Dolce Data...

Vince Pickett
Clue Me In, Please
Aug 21, 2013

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



Yblog

Yory Wurmser
Privacy in the Age of Big Data
Jul 10, 2013

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



Who's Your Data?

Rio Longacre
Instagram: Does It Matter That It Will Make Money on Your Pics?
Dec 19, 2012

Instagram announced the company will soon begin using your content to sell targeted advertising products to the highest bidder. Does...



The Whole Magilla

Ken Magill
What Marketers Can Learn From Maine's Political Email Idiocy
Feb 24, 2012

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



Denny Hatch's Blog

Denny Hatch
The Internet Can Make You a Chump—Forever!
Sep 25, 2010

Trouble is, the Internet is rife with misinformation and if you get caught advertently or inadvertently propagating this nonsense in...



SEO & Content Marketing Revue

Heather Lloyd-Martin
5 Tips for Top Positioning (And Converting) Page Titles
Aug 11, 2010

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



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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