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Michael Driehorst - ArticlesMichael Driehorst is a proven public relations professional who knows how to develop the right set of strategies and matching tactics to achieve communication objectives for the right target audience. After an early career as a newspaper journalist, Michael has worked in public relations and marketing communications since 1994. He’s been active in social media since 2005, and blogs at Mikespoints.com.
Read more about Micael at TalentZoo.com Proper Planning Key to Setting ROI ExpectationMoney is not freely flowing to just any old idea. You need to look at two key areas to sell your recommendation and ensure its success: Up-front planning, and borrowing from your experience or the experience of others.
Before establishing return on investment for any short- or long-term recommendation, proper up-front planning is key to success. Do not Fear Social MediaSocial and consumer-generated media continues to be all the rage. Look at Time magazine’s 2006 Person of the Year. It’s you. And, me. And, the person in the office next to you.
Look at the interest in social media like word-of-mouth-marketing, blogs, discussion boards, virtual worlds like SecondLife, video sites like YouTube, microblogging like Twitter, and MySpace, Facebook, LinkedIn and other social networks. Everybody’s doing it, right? Listen to Consumers; Don’t Control ThemOne of the basic components of marketing is simply “the message.” It can take the form of an advertisement, direct mail, an email, a news release or a blogger outreach attempt.
In the big scheme of business, that message is a company or product’s brand. While there are many definitions of brand, let’s look at it in this perspective: A brand is a unique collection of values that a product or service brings to the marketplace. It exists within the mind of its audience. Successful Marketing Means Seeing Things Through the Eyes of Your AudienceMarketing essentially boils down to demonstrating how the audience wants and needs are met by our employer's or clients’ products and services.
I’m not talking about putting a square peg in a round hole. I’m talking about demonstrating a set of needs to the marketplace and showing how our employer or clients meets those needs. Size Up Your Social Media CommitmentThere’s definitely a lot of talk around social media marketing. If you look in some circles, it seems “everyone is doing it.” But, not everyone is – yet – nor should everyone be active in it.
Like any other marketing or business aspect, you need reasonable justification to recommend social media marketing as a tactic to back up strategy. Mass to Singular Marketing: Determining the Best MediumOne of the great things about our industry is the nearly limitless opportunities to reach the marketplace.
While there is a lot of over-hype over emerging new media technologies, the one thing for sure is that those innovations are driving more opportunities for our industry. Combined with the traditional marketing communications vehicles Quality Writing Skills Taking on Greater ImportanceWhether you are fresh out of college looking for your first job, president of a company retiring next month – or somewhere in between on the career path – communicating through writing is an essential skill.
However, just because you can write, it doesn’t mean you can write. Our writing is often the first impression we make, and it affects how we are perceived. Is the Age of Entertainment Upon Us?Are we no longer in the Information Age?
Are we destined to be "gamers"?
Whether you’re in marketing -- particularly the digital side -- or just looking for a job in marketing and related fields, you may have noticed the growing emphasis on entertainment. Entertainment activities becoming more the focus of our digital and offline lives. Women Rock!Last month, I wrote about how more and more, our lives are being consumed by entertainment – and how smart marketers are trying to connect through our choices in lifestyles and habits. But, the potential in following the entertainment trend pales in comparison to the potential of connecting with one particular demographic.
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