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Bananatag discovers the marketing power of good press

By Fiona Campbell

Corey Wagner, co-founder of Kelowna based tech startup Bananatag, accredits the company’s early success to a marketing campaign in which it used a public relations launch to put its own product to the test.

Launched in August 2012, Bananatag allows individuals to track opened email and clicked links on their daily emails, taking the guesswork out of how recipients are interacting with their email. Until recently, only marketers and salespeople using mass email services were able to track and see statistics. Bananatag has changed this by bringing the same capabilities to every day email users.

Along with opens and clicks, Bananatag also shows users the location of the recipient and the device the email was opened on. These in-depth metrics allow users to better interact and respond to their contacts. With extensions available for Outlook and Gmail, Bananatag makes email tracking simple and accessible to all.

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Great articles roundup: Content marketing, stupid metrics, investments, innovation, and corporate pitches

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are Joe Pulizzi, BtoB, Mashable, VentureBeat, and Business2Community.

5 reasons for the great content marketing correction

If you follow the stock market, then you understand what a correction is. Technically, a correction in the stock market happens when stocks (as a whole) decline at least 10 percent over a relatively short period of time, usually after a nice run up in stocks (called a bull market). Over the last 50 years, we’ve seen (for the most part), a bull market in paid media. It was clear back then and it is even clearer today: most brands were (are) overweight in paid media and underweight in owned media. In this post, Joe Pulizzi explains that the movement of content marketing is a necessary correction in the marketplace, and why this shift is occurring.

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Why startups should build social media communities before they launch

By Alexandra Reid

Social media has become an integral part of the marketing mix for new companies. Startups are employing these valuable channels to promote themselves, receive market feedback, interact with key industry players, and offer relatively inexpensive customer support to beta testers and other early adopters of their technologies.

Yet despite these benefits, many startups aren’t allocating the resources necessary to support social media initiatives until after the product is released, their first customers are established, and they begin seeing revenue. As with all marketing activities, social media should be regarded as an investment that will generate profit. And just like launching a new product, social media requires a runway to set up the strategy and channels and develop the audience and content to succeed.

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The impact of infographics on marketing, journalism

By Linda Forrest

As a marketer and as a consumer of vast quantities of media, I couldn’t help but notice the surge in the use of infographics by my fellow marketers and the media in recent months. This has inspired quite a debate about whether the rise of the infographic signals the end of journalism as we know it.

What are infographics?

According to Wikipedia, “Information graphics or infographics are graphic visual representations of information, data or knowledge.” In a recent Mashable article, “How marketers can get more from infographics,” the author, Laura Hampton, added the following worthwhile addendum to that definition:

…infographics can communicate just about anything, so long as it’s engaging, relevant and more compelling as an image than as pure text.

Infographics come in a variety of formats, too. Layout, orientation and styling are limited only by the creativity of the designer. We’re even starting to see the rise of “infomotion” — infographics with moving elements and interactivity that further engage the audience.

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The benefits and detriments of Google Plus brand pages

By Alexandra Reid

As many of you probably already know, Google Plus finally rolled out brand pages this week. Upon first review, brand pages look very similar to Facebook pages, but a closer look reveals added benefits that will help businesses make closer connections with their supporters.

I’ve read lots of articles this week about whether or not businesses should create a brand page right away. Google Plus has been growing at an astounding rate, hitting 20 million users by its first weekend, and millions have joined since. Google Plus is now the fastest growing social network, already boasting 40 million users and attracting large enterprises including Pepsi, Toyota, H&M, CNN and the Dallas Cowboys. As Business 2 Community puts it, “Facebook may be at the center of the social world, but Google is positioned firmly at the center of the business world.” For these reasons, and because of its unique features, I think businesses should begin establishing their presence on the channel as soon as possible.

Google Plus brand pages are similar to Facebook in both appearance and layout, but some publications, such as Wired, have argued that Google Plus trumps Facebook, and even Twitter, in functionality.

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Recent Comments

  • Final Fling in the news and media : [...] 10: Canadian marketing experts blog on Fling taking on the ultimate marketing [...]

  • The best of the web | How to Be Creative (and Why it’s Necessary) : [...] Moran recently likened the current state of content marketing to the early state of radio. Anyone with access to the tools could claim expertise in radio, but as it evolved, it was apparent [...]

  • Francis Moran : Glad you liked the piece, Paul. I don't think you've ever been a client, so you are not directly referenced in any of my examples. But these shortcomings are common afflictions among marketing companies, so the shoe probably fits. :) As for your question about the Ottawa tech community being more marketing savvy? Yes, I believe it is.

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