Robin Neifield


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

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

To Build or to Partner, That Is the Question

Originally published on Target Marketing. Marketers need a complex and diverse set of skills to meet business goals. When should you partner for marketing and technology support and when should you bring those skills and talents in-house? This critical question touches many issues including the organization’s historical leaning, how that function will benefit (or not) from brand access and proximity, how able are you to recruit the right talent, how effectively can you manage those resources t... Read More

When Marketing and Politics Collide

Originally published on Target Marketing. America is politically obsessed right now. Each day there is at least one and often several news items that lead to a cycle of finger-pointing, name-calling and outrage. It doesn’t matter which party or candidate you endorsed, where you live or where you get your news — emotions are running high all across the land. What does this politically and emotionally charged climate mean for marketers? There have long been companies and business models define... Read More

Walk a Mile in Your Client’s Shoes

Originally published on Agency folks love to complain about the pace of our work, the numerous bosses (AKA “clients”), the often restricted budgets, creative latitude and so on. It is human nature to bemoan the challenges we face personally, but to serve the interests of our clients we also have to factor in the obstacles our clients must, in turn, surmount. The worst thing an agency partner can do is bring no ideas. The second worse thing is to present an idea, concept or approach to a cl... Read More

Building Brand Trust Through Trusted Advocates

Originally published on Nothing builds trust like a third-party endorsement — especially an endorsement from someone the consumer knows and trusts. Brand advocates extend your brand to their personal networks, generating more inherent trust among prospects. Customer advocacy, or brand advocacy, occurs when companies cultivate brand advocates in a dedicated effort. A customer advocacy program aims to build consumer trust by increasing the volume of trusted voices on behalf of the brand. Brand... Read More

Hype or Opportunity?

Originally published on Marketers today face the huge challenge of creating the right program mix to meet their brand objectives. It’s difficult to balance the risk of new investments against the budget support needed to continue in proven channels. But it could be even riskier to wait too long to test or adopt some of the newer opportunities that emerge with oppressive regularity. The bounty of options makes planning more complicated and can thinly stretch even the largest of budgets across... Read More

Don’t Be ‘That’ Brand

Originally published on Millennials are annoyed, according to eMarketer, and they are taking action. Ad-blocking software use by millennials has grown over 34 percent since last year and will grow another 24 percent by 2017 — all because consumers are looking to control the annoying ads delivered to their devices and now can easily do so. But this has implications for more than just those making ad-blocking software and millennials: As marketers, we must tread carefully. Sprout Social recen... Read More

Making the Most of Marketing Moments

Originally published on The science of reaching relevant audiences online often relies on a complex array of technology-enabled, data-driven tools and platforms to get in front of the right consumers. Marketers engage consumer segments and consumers based on many intertwined variables that signal possible intent, interest or profile fit. But while the role of technology is to “seek and find”, the role of the content and messaging that technology delivers is engage, inspire and motivate; ma... Read More

Marketing in the Age of the Empowered Consumer

Originally published on Advertising agencies used to create impactful messaging, then plan and buy advertising to reach desirable audiences. Most still do. But agencies have had an increasingly difficult time proving value to their clients even while executing smart, targeted advertising, and communications or promotional programs — simply because the targeted audiences are no longer available or receptive. Consumers in the last few years have executed brilliantly on a disruptive strategy to... Read More

Calling All College Students

Originally published on If you are considering a career in online marketing, I applaud you. We need your ideas and passion to keep our industry energized and growing. But judging by the many smart and capable students and grads we have been privileged to connect with over the years, your coursework has failed to adequately prepare you for the future you envision. And the industry is poorer for it. Our educational institutions are starting to catch up with dedicated, digitally focused coursewor... Read More

Killer Content Strategy in 2 Hours

Originally published on To efficiently get your team to a killer content strategy you need a common framework that can be applied to all your content decisions, as well as a simplified planning process that connects your approach to your audience and business goals. The Conversation Framework We often talk about digital content as a storytelling medium, but that assumes a one-sided relationship with one storyteller and one or many listeners. I prefer to think of it as a conversation that may ... Read More

#Fail: Lessons Learned From the Digital Trenches Webinar

Netplus is proud to be named the Digital Evolution Sponsor for the Forum of Executive Women, a private membership organization comprised of the top female executives in the region. Recently, Robin delivered a webinar to the group titled “#Fail: Lessons Learned From the Digital Trenches” where she and Colleen Reese/Content Strategist and Brittany Schoonover/Social Media Associate guided Forum members through a number of spectacular brand #Fails and the lessons learned. You can view a recordi... Read More