How to Market to Someone — and You Know Who That Is — Who’s Constantly Online

Almost half of America's teens are constantly online. As a marketer, what are you going to do about that? June 18, 2018 5 min read Opinions expressed by Entrepreneur contributors are their own. A recent Pew Research study discovered that almost half of America's teens are online “almost constantly.” In that study, 45 percent of respondents confessed that obsession -- a figure that has almost doubled since the same study was conducted three years ago. Related: Do You Know Where Your Buyers Hang Out Online? What do they do online so much, you ask? Mostly they hang out on social media platforms. Youtube, Instagram and Snapchat took the first three spots among the most popular networks for teens. The largest social network, Facebook, landed in the fourth spot. So, ...
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Beyond the Hype Cycle: It’s Time to Redefine Influencer Marketing

Every marketer should consider getting a tattoo of Gartner’s Hype Cycle, as a reminder to keep us from chasing shiny objects. The Hype Cycle goes like this:
  1. A new hotness emerges. It could be new technology, a new strategy or tactic, some new thing.
  2. There are wild predictions about how the thing will revolutionize the world.
  3. People scramble to get on board with the thing before they even understand it.
  4. The new thing doesn’t measure up to elevated expectations.
  5. People get disillusioned with the thing and decide it’s worthless.
  6. People actually learn how the thing works, get sophisticated in using it.
  7. The thing turns out to be pretty awesome and is used productively.
Marketers are just as susceptible to the hype machine as ...
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Weekend Favs June 16

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don’t go into depth about the finds, but encourage you to check them out if they sound interesting. The photo in the post is a favorite for the week from an online source or one that I took out there on the road.
  • Zest 2.0 – High fidelity marketing content stream.
  • Quuu – An open community of hand-picked content across 500 topics.
  • Infinity Dashboard – A beautiful way to keep track of anything you want
These are my weekend favs, I would love to hear about some of yours – Tweet me @ducttape MARKET NEWS ...
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Email Is Still Your Customers’ Preferred Communication Tool. Here’s How to Make Sure Your Email Marketing Gets Through.

Don't let your marketing messages end up in the spam folder. June 15, 2018 4 min read Opinions expressed by Entrepreneur contributors are their own. Gary Thuerk, often hailed as the "Father of Spam," sent the first email blast in 1978. Four decades later, despite billions of people using several social media platforms, email still holds the same power. Related: 5 Strategies to Keep Your Email Marketing Out of Gmail's Promotions Tab Forty years ago, Thuerk understood that leveraging email was a pathway to generating sales. In his case, it led to producing more than $14 million for the company he was working for. Today, that potential is even greater, with more than half of the world's population having at least one email address. In fact, ...
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How to Use This Highly Effective Apple Marketing Technique for Your Business

It's one that doesn't require a big budget. June 15, 2018 6 min read Opinions expressed by Entrepreneur contributors are their own. Did you know that Apple made more in profit in three months than Amazon has in its lifetime? Related: How to Create a Successful Influencer Marketing Campaign Yes -- it's kind of astounding to see how incredible Apple is, and furthermore, it's impressive to study the company as a way to hone your business acumen and financial success. While there are undoubtedly many characteristics that make Apple incredibly unique, I believe there are a few marketing tactics that make it stand out.  Apple's marketing is about association. Sometimes it seems as if there is some Apple product intelligently placed in just about every major Hollywood film. Maybe it's Tom Cruise ...
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Customers Have a Search Reflex. Will Your Brand Get a Second Look?

You can't game the system. You can only feed it. June 15, 2018 5 min read Opinions expressed by Entrepreneur contributors are their own. Your brand has a new moment of truth. Are you making the most of it? I’m talking about the second someone who could be your customer speaks or types a search command into a smartphone or computer. How you show up in that moment is your brand. As smartphones become an extension of who we are, we operate more unconsciously on a search reflex. We see, think or feel something and ask a question, then click on the answers that compel us. And we end up buying from one, whether immediately or because retargeting ads keep the product in front of us. Related: ...
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