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Fender Riffstation Strikes Content Marketing Chord

What Can We Learn from Fender’s Content Marketing Strategy?

riffstationFor companies that make and sell something that’s nearly as old as our society, it can be difficult to keep up with today’s complex marketing landscape. The real giants are always looking for new ways to get out front and lead the way with innovative ideas.

When you think of Fender, Mobile Learning (or mLearning) might not be the first thing that pops into your mind. However, the 71-year-old musical instrument company moved into mLearning tools in a big way when it purchased Riffstation in 2015.

Fender is known best for its solid-body electric guitars, like the Stratocaster and Telecaster, made famous by such guitar icons as Jimi Hendrix, Stevie Ray Vaughan, and Keith Richards. So, purchasing the Guitar Hero-style Mobile Learning tool makes sense. However, the innovative approach that the company took with utilizing the content is something all businesses can learn from. Continue reading

Mobile-First for E-Commerce Trumps Mobile-Friendly for 2018

Have an E-Commerce Website? Mobile-Friendly May Not Be Enough.

mobile-first e-commerce

Mobile internet usage surpassed desktop usage for the first time in October 2016.
And it’s been surging forward ever since.

Last November, StatCounter reported that mobile devices made up 51.3% of global internet usage in October 2016, while desktop made up 48.7%. In August 2017, HostingFacts.com reported that mobile traffic now makes up 52.21% of internet traffic.

While desktop usage still outpaces mobile in the United States – 58% over 42%, respectively (StatCounter) – there is no mistaking the trend toward mobile devices becoming the preferred method of surfing the web.

That said, we’ve seen a powerful shift toward mobile-first in website development.

That’s not to say mobile-friendly isn’t still relevant. It’s been a big part of website development for the last decade, and there are still plenty of companies out there who are still running sites that seem shoe-horned into a mobile device. However, over the next few years, it is imperative that companies really think about a mobile-first upgrade for 2018. Continue reading

Digital Advertising Terms You Should Know, Part I

Communicate with Your Marketing Team Without Getting Lost in Translation

digital advertising terms

How many digital advertising terms do you know? Like any industry, marketing has its terms and jargon that can leave the layman feeling confused and disinterested. It happens to the best of us. When you’re trying to wrap your mind around something as complex as digital marketing can be, the last thing you need is a jargon-heavy description to lose you completely.

When we meet with a client, we do our best to ad-splain some of the more common digital advertising terms, but having a glossary comes in handy. After all, you wouldn’t visit a foreign country without understanding some of the key phrases, right?

Here’s a very comprehensive list of digital advertising terms that will help anyone get on the same wavelength as marketing geeks like us. Continue reading

PALO Creative Eyes Growth in Chicago/Midwest Market

Hires Erik Carlson to Lead Business Development in the Chicago and Midwest Region

(YOUNGSTOWN, Ohio) – A strong reputation can span miles, and PALO Creative is leveraging the reputation it’s built for 18 years regionally to make a splash in the Chicago, Ill./Midwest market.

In recent months, PALO’s president and CEO, Rob Palowitz, has made several personal trips to the Chicago area. After developing a network of professional contacts in the city, as well as surrounding areas, he’s seen opportunities where his Youngstown-based agency can make an impact. Continue reading

Instagram Stories and Snap Map Marketing Tactics

Using Instagram Stories Ads, Location and Hashtag Stories, and Snap Map to Engage Your Audience

Social Media is constantly evolving and shaping itself, which means social media marketing tactics are also changing all the time. This year, Instagram and Snapchat rolled out some new features that give businesses and organizations a few more assets in their toolbox to engage their audiences and promote their brands. Continue reading

Social Media Management: Watch What You Post

Social media management is one of the most beneficial tools in a company’s marketing strategy

Social media is a great way to promote your company’s culture and raise product/service awareness while driving potential customers to your website. It adds another layer to your customer service game plan and helps you target your customers with paid advertisements.

However, as beneficial social media is as a tool, it is just as destructive a weapon – and the damage is usually self-inflicted.

Think of how many people use social media. Facebook alone boasts 68% of U.S. adults as users, and 76% of Facebook’s total users visit the site daily. That’s a huge chunk of your existing and potential customers.

While inside jokes and inappropriate comments are common on personal social media pages, a company page is no place for that kind of communication. The public, including customers, prospects, the media, and your competition, heavily scrutinize company profiles. Anything you say on social media can and will be used against you in the court of public opinion.

To avoid any firestorms, designate a reliable social media management team. Make sure they understand the company’s goals for using social media and restrict access to these individuals. Giving too many people access opens the door of possibility for posts made in poor taste or outside the established lines of corporate culture.
Continue reading

Social Media Campaign: The Good, The Bad, and The Sprinkled

What’s been a hit on social media in 2017? What hasn’t?

A social media campaign is a unique way to engage, inspire and boost awareness of your brand. Social platforms like Facebook, Twitter and Instagram give marketing teams a chance to be a little more casual and creative with a campaign to generate a conversation.

The thing about a social media campaign is that you’re never sure what’s going to take off. For every Oreo ‘Dunk in the Dark’ campaign, there are countless cautionary tales that change a hashtag into a “bashtag.”

Let’s review some of the most popular social media campaigns in 2017 so far to see what worked. Continue reading

PALO and Google Give Advanced Lesson in Digital Advertising

The World of Digital Advertising is Constantly in Flux...

And attendees of PALO Creative’s inaugural Grow Your Business Workshop Series got the latest insights from the internet’s top digital advertising platform – Google.

Some 60 business owners and decision-makers gathered at Café 422 in Boardman to hear from Josh Weum and Joe Papa, representatives from Google AdWords.

During the hour-long Google Hangouts video presentation, Weum and Papa shared information about the evolution of digital advertising, the benefits of advertising with AdWords – Google’s targeted pay-per-click internet marketing platform – and what companies can expect in the very near future. Continue reading

Optimize Your Digital Advertising with a Google Partner

Key takeaways:

A Certified Google Partner benefits from feedback, specializations, and direct Google connections

Clients benefit from Google product expertise, precise ad targeting, and optimized ROI…no wasted advertising dollars!

Want better ROI for your digital ad campaign? Roll with a Certified Google Partner.

Here’s a little known secret: business owners don’t care how many businesses are advertising on Google.

We could try to ‘wow’ you with research about the more than 1.2 million businesses advertising on the Google Search network in 2014, and the more than 1 million websites that were part of the Google Ad Display Network that year. Or we could boggle your mind with stats like how Google AdWords served an average of nearly 30 billion impressions daily in 2012, or how Google commanded 31.1% of the global digital advertising market and 40.5% of the global mobile digital advertising market in 2014, or how 82% of total U.S. paid search ad spend in 2015 was with Google.

We could do that. But if you’re a business owner, you likely have no interest in the statistical minutiae of digital advertising. All you care about is how we, your digital ad representatives, will ensure that your customers see your ad ahead of the millions of others.

That being said, you should care if your ad agency is a Certified Google Partner. Continue reading