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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.

 

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Measuring Customer Engagement: It’s Not Easy and It Takes Time
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Here's what's easy: Measuring the effect of individual engagements like Web page views, email opens, paid and organic search clicks,...



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I'm sure you've seen it, if not used it yourself: Marketing emails wearing a friendly disguise, boasting "RE:" or "FW:"...



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Channel Collaboration or Web Cannibalization?
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Ruthless B-to-B Marketing

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Good LinkedIn sales trainers help sellers produce measurable increases in sales—not better proficiency at using the tool. Are you considering...



Psychology-Based Marketing

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When I first joined the Direct Marketing Association public relations team in 1988, Stuart Elliott had just left Advertising Age...



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Stephen  H. Yu
Don’t Do It Just Because You Can
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Don't do it just because you can. No kidding. … Any geek with moderate coding skills or any overzealous marketer...



IMM-Possible ROI

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The Integrated Email

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Google Announces Significant Changes
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Google has your site on a budget. This is not just the budget that you set for your paid search...



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



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



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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...

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



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



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5 Tips for Top Positioning (And Converting) Page Titles
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Wondering about a SEO content strategy that offers the biggest impact in the shortest time? Try tweaking your page titles....



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...



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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

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

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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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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

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