 Effective marketing is a complex business. It not only requires knowing what is working now, this instant, as well as tomorrow, but also a willingness to change course when what was working no longer works. That means that you need a partner that is willing to leave their ego at the door and embrace a constant path of learning. While that might sound obvious, we still encounter seasoned marketers within ad agency firms that profess to know all there is to know and never seek to gain more knowledge. For some reason, some advertising firms purport that their experience alone is what counts rather than staying on top of emerging trends, evolving technologies and new opportunities.
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 You have heard about, and no doubt seen, a plethora of cute cat videos on Facebook which went viral. As a marketer, you were envious that these often simple, homegrown videos were shared repeatedly and seemingly with ease. Wouldn’t it be nice if there was a secret sauce or recipe for getting consumers to share your brand content on Facebook or other networks? A three step, guaranteed process perhaps? The truth is that content that entertains fosters engagement. Engagement on social media eventually equates to sales. However, the lesson isn’t that you should immediately include all things cute and cuddly in your social media strategy. In fact, if it isn’t authentic to your brand, no amount of cuddliness with work. Rather, if you want to drive engagement, you must look at your content through the lense of authenticity and human connection.
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