Caliber Pulse

Trends, tips and data for your marketing, public relations and social media strategies written by the experts at The Caliber Group, a firm based in Tucson, Arizona that's specializing in building and maintaining successful brands, relationships and reputations

How Strong is Your Content Marketing Strategy?

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Is your lack of a content marketing strategy hindering your social media efforts?

Ten years ago, social media was an untrusted tactic that only the most cutting-edge marketers dared to explore. As the social media movement gained traction, successful case studies emerged and people began to see how it could help their organizations. Social media adoption spread and companies opened Facebook accounts simply because they didn’t want to be left behind by the movement or seen as behind the times. The problem is they jumped on board the social media train with little regard to how this tactic would impact their bottom line or what message they wanted to communicate to their customers.  This lack of planning made it nearly impossible to prove a return on investment and justify the resource cost of creating and maintaining a social media identity. Continue reading

July 11, 2013 Posted by | 1, Business Development, Case Studies, E-mail Marketing, Interactive, Internet Marketing, Low-Cost Marketing, Marketing Trends, Measurement, Metrics, Mobile Marketing, Return on Investment (ROI), Search Engine Marketing (SEM), Search Engine Optimization (SEO), Social Media, Strategies | , , , , , , , | Leave a comment

STUDY: The State of Social Marketing 2012 – 2013

Survey

Social media exists in a state of constant change, which means community managers must evaluate and adapt their strategies often to achieve established goals. Implementing a stagnate social media plan can end up costing your company more than it benefits you. Simply because one tactic worked well when you first launched your social initiative does not guarantee that success will continue. It is imperative that social marketers are always learning and planning for the next wave of social media consumers.

In a recent survey by the Pivot Conference, 181 professional social marketers offered their opinions of the current state and future of social marketing. The results of this survey are always enlightening, and from 2012 to 2013, several trends emerged that warrant closer examination. Continue reading

June 13, 2013 Posted by | 1, Digital, Interactive, Interactive Trends, Internet Marketing, Marketing Trends, Measurement, Metrics, Return on Investment (ROI), Social Media, Strategies | , , , , , , | Leave a comment

Matching Your Social Media Goals With Your Business Objectives

Social Media Spelled Out

We’ve conducted our fair share of social media bootcamp sessions with clients from a variety of industries and two basic questions seem to always arise, “which social media platforms should I be using and how do you expect me to find time to do all of this?”  These questions aren’t easily answered because there is no one-size-fits-all approach. Our advice varies depending on the industry and its regulation restrictions, the size and culture of the company, and many other important factors.   Continue reading

February 14, 2013 Posted by | 1, Business Development, Interactive, Measurement, Metrics, Return on Investment (ROI), Social Media, Strategies, Website | , , , , , , , | 1 Comment

The Evolution of Social Advertising

Are you reaching your audience via social media?Facebook, the world’s largest social network, achieved 1 billion users in September 2012.  Why then, would anyone opt out of advertising with a company that has captured the attention of such a large percentage of the world’s population?

That decision was made by General Motors (the third largest advertiser in the U.S.) this past May, when the company pulled its ad campaigns from Facebook (Washington Post).  GM found that in the end, their $40 million spent on advertising with Facebook was ineffective. (Wall Street Journal).

In response to GM’s move, Ford affirmed their beliefs in Facebook advertising by tweeting, “It’s all about execution. Our Facebook ads are effective when strategically combined with engaging content & innovation.” (Business Insider)

User engagement is the name of the game and it is why Facebook is implementing a new style of advertising called “social advertising” which has the potential to make Facebook ads more effective.

Continue reading

January 3, 2013 Posted by | 1, Advertising, Digital, Interactive, Interactive Trends, Internet Marketing, Measurement, Metrics, Mobile Marketing, Online advertising, Return on Investment (ROI), Social Media | , , , | 1 Comment

Different Shades of Grey: The complex marketing dilemma of “Adult 65+”

Yield Sign- elderly peopleThe key to marketing success is identifying target audiences that will be motivated by tailored messages and calls to action. For this purpose, accurate audience demographic information is crucial. The value in this information, however, lies in detailed segmentation of a specific audience group.

Unfortunately audience demographics are unreliable for the “65+” segment, which represented approximately 40 million adults in 2010, according to the U.S. Census. To bundle everyone over 65-years-old in one “targetable” demographic is practically useless for marketing purposes. Continue reading

July 28, 2011 Posted by | Marketing Trends, Measurement, Metrics | , , , , , , | Leave a comment