How To Write Content For An Audience You Don’t Understand

Published August 5, 2014 by Melissa Tsang+ in Content Marketing

Content marketers are familiar with the “personas” exercise. Every team has its own process of customer profiling, but the basic idea is: we sit down and try to get inside the heads of our potential customers. We try to imagine what keeps them up at night, what occupies their minds most of the day, what [...]

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Throwback Tuesdays: Ye Olde Marketing Treasures

Published June 24, 2014 by Melissa Tsang+ in Marketing

Brands were already marketing before it was cool. Marketing became a science in the early 1900s, and since then we’ve invented a dizzying spectrum of marketing techniques – advertising, outbound, inbound, SEO, content, viral, affiliate, word-of-mouth, referral – and admittedly we’re obsessed with getting marketing right. But before we started buzzing about marketing in a methodical [...]

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5 Cutting-edge Products that are Changing Lives through Tech Innovation

Published June 12, 2014 by Samuel Hum+ in Awesome Brands / Ecommerce
5 Tech-augmented Products that are Bringing the Future to the PresentFI

What do bicycle locks, dress shirts, and prescription bottles have to do with each other? Answer: These are simple low-tech products that many of us use everyday. Answer 2: They are also products that have been ‘upgraded’ with the help of technology. This has helped to push them far beyond what was previously possible, and provide even [...]

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Brands should get Pinterested: Why Pinterest Is Underrated As A Customer Acquisition Channel

Published May 20, 2014 by Melissa Tsang+ in Marketing / Social Media

If you’re in the ecommerce business and you don’t have a well-stocked, lively Pinterest page, you’re literally losing sales. Kevin Roose argues in this post on NY Mag that Pinterest is a bigger deal than we imagine for the commercial world. This is because Pinterest is designed to encourage spending in an user base already eager [...]

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The Adventures of Mark, The Marketing Superhero EP 4: Merc & Nary PART 1 [Comic]

Published April 24, 2014 by Jon Tan+ in Comics / Marketing

We last saw mark step into Merc’s (stylish, if a little gaudy) evil lair. How does a super villain afford such luxury in an economy like this? Is he going to take Mark on a company tour? Probably not, so find out what happens in this episode of The Adventures of Mark The Marketing Superhero!

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The Curious Case of ‘Shitty_Watercolour’

Published April 16, 2014 by Samuel Hum+ in Marketing
The Curious Case of Shitty_Watercolour

From boredom and incompetence to Internet celebrity. When he was rejected by his first-choice university, a depressed and bored 19-year-old Hector Janse van Rensburg found an old watercolour paint set. Despite his incompetence, he started publishing watercolor paintings on the internet under the aptly-named pseudonym ‘Shitty_Watercolour’. Over the course of a single year, he found himself [...]

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If your advertising isn’t entertaining, you’re doing it wrong.

Published March 18, 2014 by Visakan Veerasamy+ in Marketing / Op-Ed

I enjoyed a post I saw on AdWeek that described how it’s getting harder to seperate advertising from entertainment. A fantastic quote that summarizes the article well: “Advertising, in many cases, is no longer a toll you pay to watch content but is taking the form of content itself.” Advertising has to be entertaining, or it’s (relatively) [...]

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Why Mobile Marketing is a Must for Ecommerce in 2014 (And 3 Tips for Going Mobile Right Away)

Published March 12, 2014 by Daniel Tay+ in Ecommerce / Marketing

Mobile devices are all the rage now. In fact, in 2013 alone over half a billion mobile devices and connections were added to the fray, with smartphones accounting for 74% of that growth. And get this – 79% of US consumers use their smartphone for browsing and shopping. Check out the rest of the report [...]

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Brand Loyalty: Not Dead, Just Different

Published March 4, 2014 by Visakan Veerasamy+ in Awesome Brands / Op-Ed

Is brand loyalty (almost) dead? Geoffrey James of Inc certainly thinks so. People are loyal to products now, not to brands. Why? Because ubiquitous online reviews have made it incredibly easy for people to safely switch products. When the cost of switching is low, the value of brand loyalty diminishes with it. The landscape brands operate in [...]

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Sony’s Bottled Walkman: The success of newsworthy advertising.

Published February 13, 2014 by Visakan Veerasamy+ in Marketing

Sony’s latest ad is incredibly popular, hitting several news sites and reaching the front pages of both Reddit and Hacker News. The result: Lots of views, lots of positive comments, and best of all, people actually acknowledging that the marketing’s worked on them, and that they’re going to consider buying it. Every marketer’s dream. So what should marketers [...]

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