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

10 Ways to Create a Content Engine

Originally published on Content is the biggest issue for every marketer on the planet. It’s content that attracts the right audience and motivates them to desired actions. It’s content that spurs sharing and return visits. Content can be many things including a game that you enjoy playing or an article that gets your blood boiling, a contest you can enter, a video or podcast that educates, or an image that inspires. Content can live on your website(s), in social media, or can be dis... Read More

Social Media Seasonality

Originally published on Marketers have become quite adept at managing and messaging consumers according to a calendar that matches brand needs. In general, marketers work to maximize their efficiency by staying top-of-mind with consumers along the product lifecycle, but particularly when sales or other desirable events are most likely to occur. Brands control the timing of ad campaigns, content launches, new product introductions, and other budgetary expenditures, like sampling, to fall mostly ... Read More

Social Media ROI Is Common Sense

Originally published on When organizations get paralyzed by the difficult task of quantifying the obvious, then marketers need to advocate for thoughtful, timely action based on the information that is already at hand. Sometimes common sense needs to take precedence over ambitious attribution modeling and sophisticated analytics because you can’t always obtain or rely on the numbers to tell the whole story in social media. Not every organization has the same opportunity, tools, expertise,... Read More

The Perfect Storm

Originally published on Every so often there appears a perfect storm in the advertising world when huge events command and divert the attention of the consuming public and therefore draw the dollars of the advertisers, particularly in television. Actually this particular perfect storm is perfectly predictable and happens every four years when the U.S. presidential election occurs. This election cycle is especially advertising-heavy due to the highly contested race and relaxed rules governing th... Read More

Mad Dash for Mobile

Originally published on You probably don’t need convincing that a mobile strategy is necessary, but many digital marketers have been reluctant to jump in the water, waiting for all the ripples of devices, markets, and approaches to settle. They won’t. In this very fractured digital media environment, mobile plays a unique and increasingly critical role, providing a wealth of personal, immediate, and location-smart ways to interact with specific audiences. The U.S. mobile environment... Read More

What Could Possibly Go Wrong?

Originally published on Most organizations, like most people, go into something new with high expectations. We’re wired to expect positive outcomes but we need to work to ensure that we earn them. Sometime this quarter or year you’re going to embark on a journey into new digital territory. You might be building up a new social community or creating a mobile experience, trying a new targeting approach, launching an online promo or app, or integrating new analytics or CRM software. Yo... Read More

The Pain and Peril of Pinterest Promos

Originally published on Consumers have jumped onto Pinterest in a big way, quickly making it the third largest social site and an irresistible magnet for marketers to reach engaged users. Leading brands have extended their visual assets for consumption and sharing and retailers are finding Pinterest a strong driver for both traffic and revenue. In fact, a recent Shopify study pegged Pinterest users as a bit older and more affluent than other social demos and much more likely to convert to a sal... Read More

Email and Social: A Killer Combo

Originally published on In Part 1 of this column, we examined some reasons and benefits of connecting your email and social programs. In this, Part 2, we offer some quick tips related specifically to how to integrate email and each of the major social properties. Facebook Facebook offers fertile ground for email/social integration; everything from testing subject lines or Facebook ad headlines to testing images or colors, offers, or content. And it works both ways. Test in email, roll out in F... Read More

The Magical Email-Social Combo

Originally published on Email shines as a permission-based communication channel anchored by a database that captures and uses personally identifiable information. The social channels leverage built-in tools and functionality to motivate and accelerate sharing behaviors. If you can connect the two strategies you will have a potent combo that reaches a brand-aware and brand-positive audience with highly relevant, personal messaging and then gives them the tools to share their enthusiasm along wi... Read More

As Simple As 1, 2, 3

Originally published on Having so many options in digital strategy and execution often means we falsely confuse the richness of a program or campaign with complexity, and in doing so lose the focus that will help us move our business goals forward. Simple in most things is usually better, and digital strategy is no exception. There is no badge of honor for including a ridiculous number of tactical elements nor does it make a program more effective. A highly fragmented digital strategy can make ... Read More

Why Bother With Google+?

Originally published on Most of you reading this column and many millions of others have a Google+ account. According to the studies following social behaviors, the vast majority of the Google+ account holders are ignoring those accounts. Google is quick to crow about the size of the Google+ base but refuses to share any stats on actual usage as Danny Sullivan ably recapped in his recent column. ComScore confirmed the site’s lack of stickiness just this week in a report that shows de... Read More

Tablets Transform Behaviors Both at Home and at Work

Originally published on We all know about the rising tide of tablet purchases fueled by the recent release of the Apple iPad 3 and the multichannel surfing behaviors that consumers display now that they’re armed with a portable, convenient consumption device. It appears to be a bigger and more transformative shift than just the consumer world of surfing, chatting, and shopping, though. Tablets are also changing the business world. A January study by IDG documented the rise of tablet de... Read More