Category: Industry

The Best Products of CES 2018

This year’s Consumer Electronics Show (CES) kicked off with heavy rain, a power outage that lasted nearly two hours and a major security flaw being found in the keynote speaker’s processors, affecting nearly all their CPUs dating back decades (AKA Meltdown & Spectre). However, the show did go on, and the innovations and upgrades seen this year were better than ever. Here’s a quick recap of the highlights. For your reference, use the key below regarding their availability. [P/C] = Prot... 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

What Food & Beverage Brands Should Know About Online Grocery

Despite the increasing presence of the online grocery industry, there are still plenty of marketers who have their doubts and hesitations. In some ways, this is completely fair: after all, few things are certain in the ever-changing digital landscape. However, seeing how Netplus knows a thing or two about the food and beverage industry, we decided to lay out what brands should know now. The tipping point is imminent. Photo by Aaron Burden. Source: Unsplash Too many food and beverage brands are p... 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

2 Crazy Simple Content Strategy Tests You Can Try Today

Content strategy takes serious time—but not every business has the luxury of waiting for that slow burn to start producing equally serious results. Fortunately, there are tons of ways to start developing a more data-driven content strategy approach that you can test out today. Source: GIPHY 1. Test subject lines and blog headline formats on social. Subject lines are one of the most popular starting points for content and creative testing. They are easy to implement and yield results almost ins... Read More

When Amazon Bought Whole Foods: What You Need To Know

As soon as Amazon announced their plan to acquire Whole Foods for $13.7 billion a few weeks ago, the hot takes came pouring in as to what this means for the future of the grocery and retail industries. The general consensus? There is bound to be some serious impact. A Win-Win (And Then Some) Overall, most people seem to agree that the acquisition was a smart move for both sides. Amazon not only gained a physical presence with brick-and-mortar locations in hundreds of key affluent, urban markets ... 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

Takeaways From Philly Ad Club’s Social Media Innovation Seminar

About two weeks ago, some members of the Netplus crew started our morning bright and early at Tonic Design for the Social Media Innovation Seminar, a Philly Ad Club event moderated by our very own Denise Zimmerman. It was a win-win: attend a local marketing event as a team and hear from a panel of five industry experts from the Philadelphia area on the latest in social media, advertising and content strategy. Each speaker covered a different topic and brought their own insights, but there were a... 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

Burn After Posting: Fyre Festival’s Influencer Marketing Fails

Multiple news articles, late night roasts and think pieces on the epic fail that was the Fyre Festival have been rolling in for the past two weeks and it’s hard to say when they’ll stop, especially considering the arrival of multiple lawsuits within a matter of days. It’s hard to blame the editors. After all, this is one hell of a case study. Whether it was the backwards planning, the ridiculous deck or the basic lack of infrastructure, there were so many factors involved that led to such ... Read More

An Optimist, a Realist and an ENTP Enter a Room…

Sounds like the beginning of an existential joke, right? It’s not. This is my team. Together, we make up the content strategy department at Netplus. We have one simple goal: we make great content work. And I find us to be a mighty team of three—a social media specialist, a copywriter and me, a content strategy director. We spend our days ideating and debating over content, ushering ideas through a labyrinth of hoops and constraints to determine whether or not any pass the test. What is the t... 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