Paul Gillin

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Gems from Godin

Paul Gillin

That’s revolution” “Mass media appeals to the masses and that means average. Products advertised on TV are by definition mediocre.” Seth Godin keynoted the #Inbound13 conference in Boston this morning, serving up his usual bounty of great quotes.

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3 Branded B2B News Services That Get It Right

Paul Gillin

Its popularity has enabled Adobe to invest in a growing amount of original content, and even sell some advertising space to cover costs. Cisco does a lot of things well with social media, from its expansive blog network to its innovative newsroom, The Network.

Bidding Fond Farewell to BtoB Magazine

Paul Gillin

I was sad to learn this week that BtoB magazine , which has existed under various brands for nearly 100 years, will be swallowed by Advertising Age at the end of the year. Over the years I’ve had the opportunity to be involved in many of BtoB ‘s social media-related projects.

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The Trouble with Klout

Paul Gillin

In the interview with Schwartzman, who is the co-author of my B2B social media marketing book , Megan Berry said the company has “a million and one&# improvements it wants to make. She’s obviously a bright young woman who’s very savvy about social media.

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B2B Marketing Trends for 2016

New tech tools and big data: long gone are the days when a marketing executive could say "Half my advertising is wasted, I just don't. social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link]

Measuring the Immeasurable

Paul Gillin

The authors argue that the influence of media in general, and social media in particular, is greatly overrated. In the mainstream media world, audience was associated with influence because we had few tools to understand the true dynamics of decision-making.

Interesting Threads in Dell’s 2013 Social Media Predictions

Paul Gillin

I happen to be one of the 14 people quoted in this Dell e-book, Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. Stop using social media as another kind of fire hose and start using it for listening, which is its most basic value. Social Media Predictions for 2013 from Dell Social Media.

Social Marketing Hangover

Paul Gillin

I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning.

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I’ve Been Writing A Lot Lately, Just Not Here

Paul Gillin

The answer might be incubating in fast-growing media operations like BuzzFeed (right) and Upworthy. Brian Solis (right) is one of the most consistently provocative and perceptive analysts in the world of new media and social business.

B2B Marketing Trends for 2016

New tech tools and big data: long gone are the days when a marketing executive could say "Half my advertising is wasted, I just don't. social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link]

Here’s What 25 B2B Marketers Think Are the Key Trends in 2016

Paul Gillin

The average click through rate is 0.1%, banners don’t work anymore and people are much more likely to trust peer to peer recommendations than traditional advertising.” – Joe Fields. “No

Wisdom on the Future of Advertising

Paul Gillin

Max Kalehoff is one smart cookie, and this post about the future of advertising hits the nail on the head. Some of his conclusions are obvious (Social Media Marketing Will Cease To Exist) but others require a leap of faith (Legal & Privacy Issues, As We Debate Them Today, Will Go Away). advertising marketing Privacy

Groupon Digs the Hole Deeper

Paul Gillin

It’s been a little more than 24 hours since Groupon aired the most offensive advertising campaign in history , and the company’s response to the outpouring of negative commentary has been a textbook example of how not to handle a crisis. advertising marketing

Transforming P&G

Paul Gillin

That’s an impressive statement coming from one of the world’s largest TV and print advertisers. advertising communities Facebook innovation marketing Social Media social networks Federated Media Procter & Gamble Signal

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B2B Marketing Trends for 2016

New tech tools and big data: long gone are the days when a marketing executive could say "Half my advertising is wasted, I just don't. social advertising on LinkedIn, programmatic networks like Choozle) that. Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link]

The End of ‘Social Media’

Paul Gillin

I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. Weak products will disappear quickly from the market, and advertising won’t be able to save them. The best book I’ve ever read on media transformation is The Chaos Scenario by Bob Garfield.

How to Calculate Social Marketing ROI

Paul Gillin

This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. Much of the money that B2B marketers have poured into direct mail campaigns, trade show exhibitions and trade print advertising for the last 50 years has questionable returns.

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Thrilled to be Mentioned in the Company of These Phenomenal B2B Bloggers

Paul Gillin

Profitecture is a small start up that provides social media training to B2B companies and their channel partners, and I’m happy to be a founding associate. I’ve also written extensively for BtoB magazine , but with the folding of that magazine into Advertising Age , I probably won’t be contributing there in the future. DNN (formerly DotNetNuke) has posted a listing infographic of the Top 10 Blogs Every B2B Marketer Should Read.

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Attack of the Customers: The Pampers Dry Max Crisis

Paul Gillin

Fox is a 30-year media relations veteran with more than a decade at P&G and experience with the customer skirmishes that are a constant fact of life at such companies. The company invited media to Baby Care Headquarters in Cincinnati to meet with developers and product managers.

Social Media RFP Gets An Update

Paul Gillin

One of the social marketing practitioners I most admire is Maggie Fox, whose Social Media Group was a pioneer in creating new-media campaigns long before it was fashionable. About a year ago, Social Media Group published a comprehensive and intelligent template for creating requests for proposal (RFPs) for social marketing campaigns. You can download the RFP template here or find it on the Social Media Group site. Social Media advertising marketing

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Facebook Tips for Midsize Businesses

Paul Gillin

Dentoola consulting gives away reports on how to apply social media in the dentistry profession. advertising Facebook marketing Social Media social networks Tips Animal Print Shop Clif Bar Dentoola Hunter PR Moosejaw Mountaineering North Social Sanuk

How Groupon Could REALLY Break the Mold

Paul Gillin

That’s $400,000 (tax-deductible) against a Super Bowl Ad budget of at least $9 million, and that’s not counting all the media buys since then. So if Groupon has spent (conservatively) $10 million on media buys since Sunday and given $400,000 in matching donations to the causes it exploited, then its licensing costs amount to 4% of the total spend. advertising innovation marketing fundraising groupon wall street journal

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Direct Marketing Doesn’t Have to Suck

Paul Gillin

Here are a few that I welcome into my inbox: Bulldog Reporter’s Daily ‘Dog – This e-mail arrives every morning packed with news and insight about the latest happenings in media and corporate communications. 10 Things Direct Marketers Can Do to Take Advantage of Social Media.

Recent Posts: Expanding Social Authority and Enlivening Boring Predictions

Paul Gillin

FIR B2B #19: Doubts about Social Media’s Lead Gen Potential. Two new surveys cast doubt on the value of social media as a lead generation vehicle. One found that the top three value propositions of social media relate to ongoing customer engagement rather than lead generation.

Why Facebook Isn’t Worried About Ello

Paul Gillin

Ello has attracted attention because of its pugnacious attitude expressed in a “ manifesto ” that begins, “Your social network is owned by advertisers” and ends “You are not a product.”

Weinberger Wisdom

Paul Gillin

Tech Leadership Council’s Social Media Summit. Media is frequently mis-characterized as publishing. The definition of media is that which mediates between parties. Media isn’t content. We are the media.

The Changing Rules of B2B Marketing

Paul Gillin

The site is free of advertising and the member list may never be used for promotions. Dell TechCenter and other initiatives like it are microcosms of the changes that are sweeping across corporate America as a consequence of the rapid growth of social media tools like blogs, communities and user-generated multimedia. In fact, B2B companies were among the earliest adopters of social media. Yet B2B applications of social media get remarkably little attention.

The Power of B2B Communities

Paul Gillin

Spiceworks is a technology company that acts like a media company. Spiceworks sells advertising space on the software console its members use to monitor their networks. They are both the oldest form of social media and also the newest. Communities are the convention centers of social media.

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Podcasts and advertising: Meet social media’s new super power

grow - Practical Marketing Solutions

Fortunately, there is a new social media super-power that presents an extremely attractive new advertising venue: Podcasting. Podcasting is the little advertising engine that could.

Infographic: 17 Tips for Generating Leads from Social PPC Advertising

The Point

Looking to include social media advertising as part of your demand generation mix in the new year? Before you get started, check out this infographic (adapted from an earlier post ) for handy tips on how to make the most from advertising on LinkedIn, Facebook, and Twitter.

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5 Effective Options For B2B Advertising on Social Media

KoMarketing Associates

Social media isn’t most B2B marketers’ first choice for most effective platform, but highly targeted advertising campaigns are starting to change that line of thinking. If you don’t think your audience is on social media, you’re wrong. Advertise on YouTube.

If you’re not embracing native advertising, your content marketing strategy is obsolete

grow - Practical Marketing Solutions

That may or may not be true regarding technology, but when it comes to native advertising acceptance and execution for content distribution it’s far from true. My time in Europe has shown me that this region is much further ahead in the adoption of native advertising for content distribution.

The Native Advertising Trend: Hot or Hoax?

grow - Practical Marketing Solutions

Native advertising. Marketers are enthralled with it, and studies suggest spending on native advertising will increase significantly in 2013. That’s led to what advertisers call “ad blindness,” the tendency for readers to ignore ad blocks on websites.

So what is native advertising?

Biznology

In many ways, native ads put a media blindfold on its visitors, turn them around until they get dizzy, and then set them off to paid for and sponsored content. I guess we can call it buzz advertising, if you will. Native advertising *. The post So what is native advertising?

Does Native Advertising Work?

Content Standard

We put your logo and a subtle ‘sponsored by’ message in the corner, and I send it out to Forbes , the Atlantic , BuzzFeed—hey, this native advertising thing is the real deal!” So, you can see that native advertising is a bit of a mixed bag.

How Account Based Advertising Really Works

Digital B2B Marketing

2015 seemed like a breakout year for account-based advertising, with a flurry of account-based advertising offerings hitting the market. Interest in account-based advertising is, no surprise, following the adoption of account-based marketing.

Advertising Leaders: Consider Content Over Advertising

B2B Marketing Insider

Many years ago, David Ogilvy advised marketers to concentrate on the “content of your advertising, not its form.” ” Now we’re seeing marketing leaders support for the approach of publishing content instead of advertising.

Influencer outreach is more PR than marketing or advertising

Biznology

Almost three years ago I wrote Blogger outreach is more PR than social media. In it, I go through my process and talk about the value of earned media versus paid post. Much along those lines, earned media is still the best policy.

An Inconvenient Truth: Your Advertising is Invisible

Digital B2B Marketing

A growing portion of online advertising is purchased through DSPs and ad networks, and with literally millions of sites that sell ads through these channels, online advertisers cannot rely on knowing every site their ads are on. But even working in advertising, I rarely notice banners.