Category Archives: Marketing

Are you ready for the Age of Influence?

Social Media event at National University, San Diego, CA.

I’ve been using social media since 2006, and users like me have moved from early stages of platforms like Friendster, to more current platforms like TikTok. Social media continues to evolve. One of the aspects of it is regarding digital influence and Influencers. Influencers are individuals who are trusted by their followers or recognized as experts in their fields, and some have developed communities on social media that are in the hundreds of thousands or millions of users. The Age of Influence, by Neal Schaffer (HarperCollins Leadership, 2020), discussed how these influencers have power to amplify the brands that they know, like and trust.

The Age of Influence is the latest of Schaffer’s four books. Before this one, Maximize your Social (Wiley, 2013) was more of a guide for social media strategy, while this one is specific to helping marketers break through the clutter in social media with more precise strategy, tactics, and tools collaborating with influencers for greater ROI.

In this book, Schaffer points to the value of influencer marketing as part of the marketing mix. He refers to the early days of social media when there was free content that was viral and organic. It’s hard to make happen today due to the deluge of platforms and amount of digital content posts in the trillions. There are many ways to pay for placements because now your followers rarely find your messaging in their social feeds. With a paid campaign, whether on traditional media like TV or social media, the message time frame is finite; Once it’s over, that’s it. With influencers, the impact can last longer, and it can be even greater than expected, but it is not a guarantee.

Influencer marketing is like word of mouth (WOM) marketing and is very powerful, according to Schaffer. It basically leverages other people to talk about you.

Artificial intelligence and algorithms favor people in their rankings and visibility over brands. The trust factor for people is higher than for brands. For those who are looking to get into this area, Schaffer says to begin with the end in mind. That’s what the ROI teaches marketers, to ask what success looks like ahead of time. That success will look different for every instance, based on the needs at the time, just like with a paid ad campaign.

How can a firm find the right influencers for them? One way is to search for and find bloggers who are writing about your topics. You can request that they promote to their audiences. Compare the attribution. UTM tags compare results on other marketing channels and so the wise marketer can adjust the budget accordingly.

Some celebrities only want to work with big brands. One suggestion for a smaller niche is to find a micro or nano-influencer, even potentially with as small as 500 followers but someone who has a highly engaged audience. Schaffer provides a whole chapter in his book on the various tools that you can utilize to achieve this.

Brand affinity is a key point that was very relatable in the book. Schaffer says that firms don’t always, but should look inward beginning with their own employees of your firm and get their buy in. A relationship with employees can make a big difference, not just asking them to post your weekend sale prices, but to really understand your goals and finding ways to collaborate by treating them as an influencer.

Social Media is about influence.
I met Neal at this conference in San Diego, year after year.

In addition to employees, Schaffer suggests other people who have strong brand affinity that you can potentially leverage as influencers: Partners: Distributors, Affiliates, Customers, and even your followers on social media.

In an age where it’s hard to get people together due to the Covid-19 virus, marketing is going to be harder than before. However, people will reach out and continue to trust those that they have relationships with both offline and online. If your company has not been able to establish these online relationships and trust with social media users, taking Schaffer’s advice in The Age of Influence and finding ways to collaborate with influencers might be one strategy to consider in the months ahead. Even if your marketing budget is on hold, taking the time to better identify and develop relationships with influencers will reap dividends well after this pandemic ends.

SMMW Year Eight Attendee: New notes and Photo of the musicians from 2017

Here are the top 13 things that I learned at this year’s SMMW20 conference by Dr. Mary Beth McCabe, attendee.

  1. TikTok deep dive: Can we monetize it? That’s going to be the challenge. Create evergreen content plus trending content and use both. Consistency is better than frequency. Think of a movie trailer.
  2. Social media marketers need to be problem solvers first, before they can build their following.
  3. Five channels for revenue: Acronym PAIDS: Products, Ads/Affiliates, Information, Decks, Services
  4. The hot topic is streaming. Especially recurring and evergreen, but these are not always compatible. Ex. Netflix
  5. Create trust: reputation is an assessment of our trustworthiness.
  6. Podcasting: Be sure you create great content worth podcasting. Serve your audience before you serve anyone else. Know what they want. Ask them. Promote the episodes. Reviews don’t matter as much. Subscriptions do count. People stick around for the “voice.” (Paul Colligan)
  7. Analytics:  15-word headlines work. Long is good, especially in headlines. Write 20 headlines, then select. Short paragraphs. Every scroll should have an image. FAQ page. Remove old ones.
  8. HotJar uses heatmaps and user recordings plus surveys to find out what users like in your website.
  9. Find the 404’s. See where people came from to find your broken links
  10. Search is for the busy; social is for the bored.
  11. Eradicate mediocre. Less than perfect is ok @annhandley showed a rabbit conversion over three months. Slow down to speed up. (SDSU)
  12. Tesla Theatre inside car with streaming video. 29% growth this year. High demand for documentary storytelling
  13. Marketers are not trusted, so that needs to be established before anything.
The music is what I love at SMMW

Mobile Marketing Effectiveness

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3460737

This is a scholarly paper that was published in 2019 about Mobile Marketing effectiveness. It is related to the education market, the third in a series. Feel free to review and comment. I’d like to see your feedback if you like this topic.

You may also like the Mobile Marketing Essentials textbook that I co-authored for the Stukent, Inc publishing company. www.stukent.com.

Mobile Marketing Effectiveness

How is the Mobile Marketing textbook doing sales-wise?

We are pleased to show the actual sales numbers here, since 2017. We’ve donated thousands of dollars for scholarships to college students through Marketing EDGE, and we are pleased to be publishing the 6th update to the book this fall, so your students can enjoy reading the very latest now. Have you seen the book? As a faculty, you have free access. Get a full set of PPT’s, notes, case studies, quizzes, exams, course outlines, teaching tips and more. We love to help other teachers learn to teach this course. Thank you, Stukent, Inc for your support of this project since 2012.

book cover

Mobile Marketing Essentials

Sample Lesson Plan

Lesson Plan Chapter 9

Mobile Marketing Essentials published by Stukent, Inc.

This chapter can be covered in one 75-minute class period, but it can also be extended across two class periods, if desired.

Recommended time breakdown for one-class coverage:

15 minutes: Discussion of quiz questions.

35 minutes: Analysis of Equifax case.

25 minutes: Analysis activity.

Recommended time breakdown for two-class coverage:

Class 1:

15 minutes: Discussion of quiz questions.

60 minutes: Introduce Equifax case.

  • Define privacy and discuss its influence on the practice of mobile marketing
  • Discuss strategies for operationalizing privacy within an organization 
  • Evaluate existing and emerging privacy technologies and how they fit within the MarTech stack
  • Explain the regulatory landscape relevant to mobile and privacy
  • Analysis of strategies, tactics and behavior changes in Mobile and Privacy. Discuss the Equifax case and how it changes the way they looked at mobile and privacy.

To get free access to the teaching materials, as faculty, go to stukent.com/MaryBeth

Then let us know how you did with your class!

Masters in Marketing (MS) at National University

Are you thinking about how to climb the ladder to the next rung? Will a Masters degree in Marketing help you? If so, we are offering this in ten months, one course a month. So for a small investment, you will have a lifetime of opportunity.

Talk to our advisors at National University. Ask them what you need. They are the experts.

You don’t need to take GMAT exams, or prep courses. Your transcripts from college will be needed, but that’s easy to do.

If you want online classes from anywhere in the world, we can provide that. And our onsite classes begin soon, too.

Our students learn about real business situations, from real faculty with real experience on the job. Our courses are reviewed and evaluated by students like you, every month! They tell us what they learned.

Let us know what you are doing in your current job, and we’ll see if we can help you climb to the next rung. We have experience, with more than 150,000 alumni. The new website is here for more info.  https://www.nu.edu/ourprograms/schoolofbusinessandmanagement/managementandmarketing/programs/master-of-science-in-marketing/

The Mobile world of 5G

Do you understand 5 G? It’s going to replace 4G in the next few years. You don’t have to run out and get a new phone now, but you should be learning about how this tech will change how we connect.

After watching this short video, you’ll have a better understanding and want to explore the options.

Here’s a summary:

What is different is that this tech moves us to the cloud, so cables can be obsolete. Your signal from your cell tower is more important. They say up to 100 times faster/better than 4G, but that depends. You will be able to download a full movie in just a few seconds, instead of minutes.

The reduction in time delay will help with safety for self-driving cars. In your home, your appliances, from your refrigerator to your Roomba and Alexa, will all be connected to your phone through 5G. And in the workplace, medical devices and industrial applications are all changing.

If you are a gamer, Network Slicing will help you win more stars and quests.

This may not roll out until 2025 in some areas, due, mostly, to cost. China may have an edge here as they invest in infrastructure in a big way now, Huawei and ZTE are ready to start testing. There may be some testing by ATT soon, but these will be limited, and not in rural areas for some time. Either way, it’s coming.

What are the best schools?

We did not create this list. We did not even know there was such a list, and National University is near the top. Can NU do better? Yes. of course. We are always improving our value and relevance. Here is the list from The Best Schools.
Our enrollments are rising now for our 2019 classes. So if you are searching for a program that is flexible, monthly, and with high value, consider looking at the Specialization in Mobile Marketing and Social Media as part of the MBA at National University.
Our graduates are working in the fields where they learned to craft their writing, strategy and collaboration. We’d like to introduce you to some of them. In the meantime, take a look at the rankings here and compare our program with the best.

The 14 Best Online Master’s in Internet Marketing Programs

Advanced Instagram for Business Strategies with Jenn Herman

Do you have a business account on Instagram? Are you an advanced user who needs some help with getting more followers and relevant impact in your special area? Check out this live session with Jenn Herman (pictured, second from left) from April 24, 2018 to find out what works for best practices.

<iframe width=”560″ height=”315″ src=”https://www.youtube.com/embed/DyphcFv7zDU” frameborder=”0″ allow=”autoplay; encrypted-media” allowfullscreen></iframe>

 

Jenn Herman

Jenn Herman and her Instagram book at National University