People Magazine

The Liquor Store Model for Social Media Marketing Success
February 6, 2013

I really do run a liquor store in a small town, and it really is a useful model for how all businesses could behave online. Because my store is in a small town, I've always dealt with instant communication among my customers: If we burn one customer, he can go down to the coffee shop and spread the word all over town in short order. Now that every business faces that same pressure online, consider how my small-town liquor store experience so clearly applies to social media

Review: Facebook's Graph Search Promising But Incomplete
January 22, 2013

According to Facebook's new search feature, only two of my 526 friends like cats. Judging by the number of cat photos filling my feed every day, this is obviously not accurate. It also demonstrates one of the big problems with Facebook's approach to search. The company's new tool, awkwardly named "Graph Search," was announced with much fanfare at Facebook's Menlo Park campus Tuesday. The new search feature lets you draw connections between people, their profile information and their interests on Facebook. In theory, it's a good recipe for finding recommendations for doctors, businesses, products, TV shows or bands

Email Lives, 'Big Data' Will Die, Says Bruce Biegel of Winterberry
January 16, 2013

Email apparently hasn’t received the memo it’s supposed to be dead, and there's a heck of a lot more marketing noise about mobile and social than actual spending on the channels, according to Bruce Biegel, managing director of the Winterberry Group. “The conversation about social and mobile versus how you make money is still a lot more conversation and a lot less spend,” he said in a wide-ranging 2013 forecast speech ... “Mobile’s $4 billion and social’s another $5 billion ... That’s $9 billion in an advertising economy that’s almost $300 billion. It’s not that much money

Social Advertising Isn’t Really Advertising
January 16, 2013

That’s why they should consider changing the name. Because the name “Social Advertising” throws off too many marketers and advertisers. They think it is advertising. But it really isn’t. First, social advertising should promote social content. Putting banner ads in people’s Twitter and Facebook streams isn’t the way to engage them on social channels. ... This is where it gets funky. Because regular advertising works best in long, sustained campaigns. Repetition over the length of a campaign hammers home brand awareness and increases message penetration. But this doesn’t work for social content

5 Marketing Predictions for 2013
January 8, 2013

There was certainly no shortage of big developments in the marketing world throughout 2012. Facebook created a massive mobile advertising business in less than year, Red Bull literally financed a trip into the stratosphere to create powerful branded content, and a YouTube video finally hit 1 billion views, showing the potential reach for online videos. So what might 2013 bring for marketers? We contacted several advertising experts and reviewed recent studies and business trends to come up with five marketing predictions for the coming year.

NCDM Panel Explores Threats to the Data-Driven Way of Life
December 10, 2012

At the Direct Marketing Association’s (DMA) NCDM Conference in Orlando, Florida, Linda A. Woolley, DMA’s acting president and CEO, led a panel of experts in a discussion of the current threats to the responsible collection of consumer data. Panelists included Tony Hadley, senior vice president of government affairs and public policy, Experian; Susan Fox, vice president, government relations, The Walt Disney Company; and Brooks Dobbs, CPO, KBM Group. Woolley emphasized the many benefits that consumers derive from the responsible use of Big Data. Consumers, she noted, have come to expect the ease, flexibility and efficiency it brings.

The Engagement Marketing Disconnect Between Consumers and Brands Rages On
December 4, 2012

"After surveying 250 marketing executives and over 2,000 consumers, it’s clear that what marketers consider to be high-value engagement is not always thought of in the same way by consumers." That line is from a recent report put out by Forbes Insights and Turn called “The New Rules of Engagement: Measuring the Power of Social Currency" and unfortunately continues a trend—a trend I myself have written about as far back as last December.

Facebook Amps Up Commerce With 'Collections'
October 10, 2012

Facebook is stepping further into e-commerce with a feature that looks a whole lot like Pinterest. The company today is rolling out "Collections," a feature that lets brands and e-commerce sites push out images of products among Facebook users who can then click-through to make a purchase—although the buying part isn't yet taking place on Facebook. The feature is a new type of Facebook Page post. This test will begin with all U.S. Facebook members, although the company has for now teamed up with just seven retail partners: Pottery Barn, Wayfair, Victoria's Secret, Michael Kors, Neiman Marcus,

7 Secrets to a Successful Direct Mail Campaign
June 26, 2012

Direct mail is one of the most overlooked yet one of the most effective and inexpensive ways to dramatically increase the leads to your business. ... Direct mail and direct marketing are trackable, inexpensive and the results are easily measurable. No matter what your business is, lead generation is vital. Direct mail is a great way to have a predictable number of leads coming into your pipeline each and every week or month for a low cost. Below are the seven keys that I have noticed from my own real estate business and from studying direct marketing

The Effect of Using Influential Power Words in Your Marketing – #Winning
May 30, 2012

Well, apparently Charlie Sheen had it right. Who would have thought “Winning” was the right word for him to use when he was in the midst of his nervous breakdown/publicity blitz last year? Winning is one of those words that copywriters have designated as a “Power Word.” And because words have the ability to connect readers with emotions, savvy advertisers have been secretly (and not so secretly) influencing you by slipping these words into their marketing to create compelling copy. But, do they work? Maybe.