Robin Neifield

CEO

The Facebook Tornado and Other Threats to a Static Plan

Originally published on Target Marketing. The world of online marketing is in perpetual flux. This constant vertigo is caused by many things, including technological progress, competitive or market pressures, and new consumer expectations. Anticipating change and being ready to adjust for it is the only way for marketers to thrive in this environment. Easier said, than done. And this month’s challenge to the digital marketing equilibrium has been the announcement of the algorithmic update to F... Read More

Cashing in on Amazon Prime Day

Amazon Prime Day was exciting for the hundred million or more Prime members and for Amazon certainly but also for a number of authoritative publications who are creating curated lists of the best of Prime Day deals. Two that caught our eye today included Wired’s ranked list of the best in electronic deals as well as Epicurious’ reveal of kitchen gadgets on discount. Each publication included a link to an article on their own site via email with links to the Amazon deals increasing their own ... Read More

The Facebook Tornado and Other Threats to a Static Plan

Originally published on Target Marketing. The world of online marketing is in perpetual flux. This constant vertigo is caused by many things, including technological progress, competitive or market pressures, and new consumer expectations. Anticipating change and being ready to adjust for it is the only way for marketers to thrive in this environment. Easier said, than done. And this month’s challenge to the digital marketing equilibrium has been the announcement of the algorithmic update to F... Read More

Facebook’s Latest News Feed Update: What You Need to Know

Another day, another algorithm update. Despite some continued panic from publishers and news organizations, Facebook’s latest News Feed algorithm update should not alarm you. We repeat: there is no need to be alarmed.  Instead, we recommend grabbing your favorite snack and maybe a comfy sweater—we’ve got it covered from here. A Brief Summary Algorithm updates are simply a fact of life for digitally focused brands and marketers. From search to social (and even your inbox!), algorithms dete... Read More

Playing the Amazon Game: Translating Big Data Into Big Dollars

Originally published on Target Marketing. Will 2018 be the year of Amazon (again)? The first week of the year is always filled with predictions, and there’s a good chance that most serious business predictions for 2018 will include some version of a call for businesses to respond to, react to, or create a new business model in order to compete in this age of Amazon. Because the truth is, if you think that non-retail businesses are exempt from this challenge, you are wrong. While Amazon may hav... Read More

Build a Preference Platform With Your Customers

Originally published on Target Marketing. Your retail holiday strategy is well underway by now (or should be) but it’s never too late to fine tune your approach for today’s sales while building towards a stronger position for future sales. Syncing with your customers’ buying rhythms is one way to maximize your marketing dollars and year end results. Relentless advertising messages bombarding consumers across new and old channels, expanded competitive sets, and promotional periods like Blac... Read More

The Keys to Protecting Your Brand Online

Originally published on Target Marketing.  When your brand is online, it is in jeopardy. Competitors may use your brand terms in keyword searches, pirate your slogans or unfairly label their goods with your brand. There are roughly a million ways for the unscrupulous to abuse your brand, and only one way for you to protect it — diligence. Protecting your brand starts with consistency of use and message, and requires a meticulous process to protect your brand value and your legal rights. Best ... Read More

Food for Thought, Literally

Originally published on Target Marketing.  If you were ever in doubt of the changes that our digital access, behaviors and devices have made in our daily lives, look no further than how you nourish your body. The introduction and integration of online food tools and content have made the planning, shopping, and cooking of all things food and beverage-related a dramatically different experience than the experience of prior generations. How will that influence our relationship with food and each ... Read More

Winning at Voice-Assisted Search

Originally published on Target Marketing.  The Walmart and Google cooperative voice-shopping partnership announced a few weeks ago heralds more than just the first real challenge to dominant e-commerce giant Amazon. It punctuates the growing prevalence and importance of voice-assisted searching and shopping behaviors. Voice-assisted search came onto the mass market in 2011 with the initial release of Siri. Since then, there have been ongoing improvements and expanded options in natural language... Read More

Why Net Neutrality Is a Marketing Issue

Originally published on Target Marketing.  The Net may soon have gate keepers, a price tag or a throttle — and that’s something we should all be concerned about. Marketers, in particular, should be paying attention and throwing their support behind Net Neutrality as both a concept and as a set of regulations because without those safeguards the critical connection points to consumers may be threatened. New online business models and innovations have thrived with the freedom of equal access ... Read More

Lost in a Crowded Marketplace?

Originally published on Target Marketing.  Marketers often mistakenly act as if their plans exist in a vacuum and that they have the consumer’s undivided interest and attention without interference or competition. Nothing could be farther from the truth, or more dangerous to a company or marketing goal. Consumers are so saturated that they are actively avoiding ads and other brand messaging. In this often chaotic and noisy consumer marketplace success requires a certain amount of creativity, ... Read More

Advice for the Digital Marketing Industry, Perhaps Too Late

Originally published on Target Marketing.  I was recently asked what advice I would give my younger self to succeed in the digital marketing industry. The question, of course is nonsense: No one has a time machine or could recreate the unique circumstances of these past decades. We now possess almost perfect information about the technology, business environment and leaps of faith and brilliance that created our digital world and a brand new industry — but we did not have that guidance back t... Read More

The Value of Soft Metrics

Originally published on Targeted Marketing. In the past decade, marketers and the ecosystem that surrounds them have focused intensely, investing heavily in making direct connections between marketing spend and specific, attributable results. That’s a good thing, and the accountability of digital efforts has largely driven its growth. But we lose valuable nuance when we disregard all that is not accurately and completely quantifiable. There is clearly still a relevant and worthwhile tale to be... Read More

How Not to Be a Tone-Deaf Brand

A lot of news sources have already unpacked and dissected the many missteps in the recent Kendall Jenner Pepsi ad. It was live for all of one day, but it will live on in brand infamy forever. Here are a few of the sources covering the cringe-worthy effort, if you want to dig deeper into this example: Washington Post CNN AdAge And just for fun, here is SNL’s take on it. The official Nivea page on Facebook is putting out ‘pro skin whitening’ adverts with the slogan ‘white is ... Read More