Geo-Targeting, It's More than Foursquare

Geo-targeting isn't just about Foursquare. It isn't just about kitschy bargains, loyalty rewards or even becoming mayor of your local coffee shop. The big picture lies within tailoring marketing strategies on a national and international scale.

Just by knowing where someone lives, marketers can predict weather, culture, holidays, nationality, and ultimately, behavior effecting those consumers. Imagine going to Macy's website and before you can even shop, a pop-up says "It's supposed to snow tomorrow. Our store location three blocks from you has these three coats for sale." Or imagine you're a retailer located in different states and have different prices for each state. Now, those prices can change depending on the IP location. Seems simple right? Not exactly.

While it may be easy to obtain IP addresses and develop needs for this asset, to actually make it feasible is another matter. Right now, geo-targeting only identifies a site visitor's true location no more than 85% of the time (according to Geoffrey Hueter, chief technology officer at Certona Corp.). Also, geo-targeting is not the answer to everything. It should still be combined with other information companies have on their consumers to produce the most tailored results.

All-in-all, while geo-marketing isn't perfected, it is undeniably a tool for the future and retailers and marketers alike would be wise to watch its development.

How to Use Pinterest to Drive Web Traffic [INFOGRAPHIC]

Pinterest is quickly coming into its own as a social media tool to stay. Here is a really basic infographic from The Social Marketer on how to use its potential for hits (just forgive them on their misspelling of consistency).

IP Reputation and Spam Words: Why They Do or Don't Matter

For a long time, spam words have been included as a major factor in email marketing. Words such as "increase" or "free" along with all caps have been avoided at all costs. Now it turns out they may be passé as IPSs are using IP addresses are indicators of spam predictors.

Why IPs? Unlike most methods of avoiding spam filters, IP addresses cannot be forged or manipulated as easily as changing out a word on a subject line. An IP address works as a fingerprint, only it contains all your history, not just offenses. A good IP not only guarantees a better chance at delivery, but also increases speed of distribution.

How can I control it? IP addresses are measured by how many of your emails are rejected, how quickly you resend, how many people respond or report you as spam, etc. This is all measured over differing time periods as indicators of predicted performance.

The takeaway? All this translates to maintaining your database. Clean out bad emails and don't abuse your email lists. A few bad attempts won't ruin your IP, but a finger should be kept on the pulse of your reputation and the content your distributing.

Minneapolis 13th Best City for Social Media Jobs [INFOGRAPHIC]

According to City Pages this month, Minneapolis is the 13th best city in the US for social media jobs, second only in the Midwest to Chicago. Check out the infographic below to see other listed cities.

Truth About Email [INFOGRAPHIC]

Email is the workhorse of social networks. While not as trendy as Facebook or Twitter, nothing is as common currency in internet marketing as email marketing. Here are some great tips from Mashable debunking common perceptions of email tendency.

Infographic by Mashable

QR Codes: Are They Feasible?

Last week a client told our marketing agency they wanted a QR code on the front of a promotional packet to divvy out to potential business partners. They wanted it big, across the front cover, so that it even out-shadowed their name. We were hesitant, but said sure and asked where they would like it to lead.

QR Tipping: Photo by Cream Global

"What do you mean lead?" they asked. "It goes somewhere?"

The misunderstanding above is just one example of how the QR code is way ahead of its tipping point of being feasible. The simple truth is the majority of people don't fully understand them. Most people recognize it as a symbol of the future--a scrambled barcode that if stamped on their company, equates to being cutting edge and tech-savvy. What they don't understand is how still in most cases, it makes more sense to list a website or possible even a phone number.

For a QR code to be successful, a marketer has to understand that people are accessing it from mobile devices and therefore, the website the code is being linked to must be mobile-friendly. By failing to understand this, marketers could send their client's customers to a faulty webpage with crappy formatting and barely legible links and text.

It should also be warned that a large number of the general population do not understand how to use QR codes. Many phones need an app to take advantage of them, and when used takes them to the app and then the webpage, hardly making it any more convenient than punching in a website.

Another point to consider is what exactly is the point of using a QR code. If a client wants to use it as a flashy demonstration of technology, fine, but they should not depend on their potential customer's knowledge of aptitude in technology to know their company's contact information.

None of this is to say that QR codes are useless. Unlike the barcode that just carries information in horizontal patterns, QR codes carry vast amounts of information through multiple directions. It is important to remember they were first invented in manufacturing for purposes not too different from barcodes and while their use is expanding, so is the website and mobile technology to catch up with it. It is no doubt that the tipping point of QR feasibility is fast approaching. It's just not here yet.

Engage, Engage, Engage: How to Build Facebook Clout

Everyone wants to use Facebook to build their company's influence, but how do you build a network of followers that are invested enough to interact with your company on a day-to-day basis? Traditional marketing would say sell, sell, sell but in an digital world where people have to choose to follow or like a company in order to be solicited by it, a company needs to have something more.

Direct potential followers. No one is going to stumble upon your Facebook page by themselves. Link websites, newsletters, emails and any digital material with the Like This feature or Facebook web address.

Produce engaging content. Think for your audience. What's in it for them? Know what's interesting and don't get caught up in what you or your company think is interesting. Incorporate callouts from your audience for advice, feedback or stories. Have personality, pay attention to peak posting hours and post multiple times a day.

Provide incentive. Promotions are excellent tools in building a following. Have a contest, survey or drawing from those who follow you. Offer to donate a dollar for every follower to a particular charity. While usually not sustainable to do consistently, fishing with a tangible incentive should be the hook that leads potential followers on a line of quality content.

Network online and off. Let the boundaries between online and off merge. If you hold events or do business with other companies, interact with them on Facebook. Like their page, write on their wall, cross-pollenate between audiences.

Stay consistent, post often and maintain a non-sales persona that allows third party posters to advocate on your behalf. In the end, the natural personality of your company will develop as well as a database of well-informed advocates.

[INFOGRAPHIC] Psychology of Color

Infographics have never been bigger. They're beautiful, branded and as sharable as a box of Mike and Ikes.

Check out this one on the Psychology of Color by NowSourcing.

[VIDEO] FYO on Brand Recognition

Awesome video from LADDesign about a five-year-old's aptitude for brand recognition.

Online Videos and Personality

In a time when internet videos pervade the Internet like pimples on a preteens face, its hard to know what works and what's worthwhile. Recently KISSmetrics came out with a great article on "How to Create Your Own Promo Video for Under $100." The article does a great job outlining how to produce a quality explainer video for any business--simplicity and brevity being key.

1. Write script. Like all marketing material, content is king, make sure your script is engaging, articulate and includes a call to action. Also don't forget to pay attention to SEO with titles and other keywords.
2. Record voiceover. Use a quality USB microphone (between $100-150) in an echo-free space.
3. Create visuals. Beforehand, the storyboard should be planned out visually. If you don't have the talent for someone to create a video in Illustrator or Flash, don't forget about screen captures, live video, doodles on a scanner and stock images/videos that can be purchased online.
4. Edit video. Possible software to work with include Adobe After Effects, iMovie, ScreenFlow, Powerpoint and Carntasia.
5. Add music and SFX. Only use music with a proper license for unrestricted web use. Royalty-free tracks range from $15-30 and includes sites such as Premium Beat, Audio Jungle and IB Audio.
6. Publish. Export in high definition whenever possible (MPE-4 format). As mentioned before, pay attention to SEO when writing title, tags and description.

While it's a great launch point for any small business, especially one without a marketing firm, an explainer video runs the risk of being a bit formulaic and it should be noted as not the only option. The point of any marketing video, like in any form of advertising, is to show what you have that your competition doesn't. Sometimes that can be as simple as personality. Checkout how simple this concept can be from Indeed Brewing Company, a new beer brewing company in Northeast Minneapolis.


Introducing Indeed Brewing Company from Indeed Brewing Company on Vimeo.