Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 
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.

 

Here's What Counts

Chuck McLeester
How Big Is Your Halo? 3 Ways to Measure the Branding Effect of Your Direct Promotions
Jan 29, 2015

Direct marketers take pride in accountability. But as I've said before, they can be their own worst enemies when it...



The Integrated Email

Cyndie Shaffstall
The Problem With A/B Testing
Jan 26, 2015

This week we set up an elaborate A/B test on subject lines. I liked "How 1.75 Billion Mobile Users See...



Making Social Sell

Jeff Molander
Making LinkedIn Sales Navigator Work for You
Jan 23, 2015

LinkedIn Sales Navigator can be great investment. But recovering the money you invest means having an effective, repeatable way to...



Direct Mail for the Modern Marketer

Summer Gould
5 Tips for Effective Multichannel Campaigns
Jan 22, 2015

Your audience is in more than one place—you need to be too. Multichannel marketing means reaching your audience across more...



Reinventing Direct

Gary Hennerberg
5 Positioning Ideas When Leading With Price
Jan 21, 2015

What works best? Selling product benefits, then revealing the price? Or revealing the price, followed by selling benefits? There are...



Brand Matters

Andrea Syverson
Redefining the Art of Minding Your Ps and Qs
Jan 20, 2015

You know hospitality when you feel it, or as officially defined by dictionary.com it's "the quality or disposition of receiving...



Big Data, Small Data, Clean Data, Messy Data

Stephen  H. Yu
How to Be a Good Data Scientist
Jan 15, 2015

I guess no one wants to be a plain "Analyst" anymore; now "Data Scientist" is the title of the day....



Marketing Sustainably

Chet Dalzell
Golden Nuggets: Advertising’s ‘Data’ Wave Has Arrived
Jan 19, 2015

When I look at the world of advertising, by way of my career path through the Direct Marketing Association and...



Mobile-First Marketing

Greg Hoy
5 Mobile Marketing Trends You Can't Ignore in 2015
Jan 14, 2015

I don't have to tell you that we are living in a mobile-first world that continues to drive brands to...



IMM-Possible ROI

Stephanie Miller
3 IMM Trends to Watch in 2015
Jan 13, 2015

Happy New Year! As we look ahead this year with confidence in our ability to reach those aggressive goals and...



Ruthless B-to-B Marketing

Ruth P.  Stevens
Exciting New Tools for B-to-B Prospecting
Jan 12, 2015

Finding new customers is a lot easier these days, what with innovative, digitally based ways to capture and collect data....



Keeping Search Profitable

Amanda G. Watlington, Ph.D.
Setting SEO Strategies and Priorities for 2015
Jan 6, 2015

As you turn the calendar to 2015, it is time once again to revisit the SEO successes or unmet challenges...



The Data Athlete

Mike Ferranti
Data Athletes in Modern Organizations
Dec 16, 2014

Let's look at the ideas, insights and strategies for becoming what I have termed a "Data Athlete." This term has...



Muscle Marketing

Wendy Montes de Oca
Converting Your Social Media Triple-Fs: Friends, Followers and Fans
Dec 16, 2014

I've heard many gurus, marketers and publishers brag about their social media followers. They'll say things like, "Isn't it great...



Marketing Nuggets

Michael Lowenstein
Marketing Success Is (Almost) All About the Data: Optimizing Customer Loyalty Behavior Initiatives
Oct 7, 2014

Much of what I've learned over the years about sales, marketing and customer service has to do with the critical...



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...



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...



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....



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...



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...



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)...



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...



Hashtags: #smartnewmarketingtool or #riskymarketingmove?

11
 
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

11

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: