If your marketing department is only tracking monetary return on investment (ROI) as the single criteria to determine the success of your marketing campaign, then you are missing the big picture. In today’s dynamic marketing landscape, the new ROI not only measures monetary return, but also the return on perceptions, engagement, and objectives, which gives you the whole picture on your campaign performance. When determining marketing performance, these values are far more powerful to measure than the single dollar value … Continue Reading »

San Francisco, CA – May 15th 2012 – RBM, a San Francisco-based digital marketing agency, is excited to announce the addition of five new clients so far in 2012. The agency is proud to partner with Yodlee, Nephoscale, Scandinavian Designs, StartMeeting, and KLA-Tencor and help them take advantage of today’s marketing landscape by deriving insights from data. Earlier this year, RBM announced new management changes and a pivoting of business strategy around the belief that “there is magic in the … Continue Reading »

A study released by American Express on the 2nd of May highlights the changing expectation of the social media-savvy consumers of today. The typical consumers who have utilized social media for customer service score higher on all of American Express’ Service Topic metric. To put it into perspective, nearly one in five consumers, or around 17%, say that they have used social media in the past twelve months during the customer service process.   The average consumer based off a … Continue Reading »

At its most basic definition, fragmentation is the process or state of breaking or being broken into small or separate parts. Today, the subject of fragmentation and its complexity across cross-channel optimization has become a topic of conversation for agencies and their partners. The fragmentation in relation to media channels occurs when the buyer and seller hold different plans for the same media channel. The solution is to implement a platform that is capable of monitoring a campaign holistically – … Continue Reading »

An infographic put together by John Lanigan (@ManwthepLanigan) highlights the interesting trend of the shift towards more visually focused social networks. Does this signify a more prevalent trend in the way content should be marketed? In her insights yesterday, Vyoma pointed out the idea of “Digital Natives,” who divide their attention between media platforms at an increasingly higher level of regularity. It certainly is a factor driving this surge in highly visual content. Here are some interesting facts from the … Continue Reading »

This is a great article on the habits of “Digital Natives”, consumers who grew up with mobile phones, vs. “Digital Immigrants”, those who adopted mobile technology in adulthood. Here are some interesting statistics: Digital Natives switch their attention between media platforms 27 times per hour, about every other minute 54% of Digital Natives prefer texting people rather than talking to them vs. 28% of Digital Immigrants 65% of Digital Natives take their devices from room to room with them vs. … Continue Reading »

Elliott, our CEO, spoke at the NorCal BMA Monthly Meeting event alongside Diana Cartwright of Hitachi GST Wednesday night to great reception!  Here are some great quotes and insights from the event itself: “Lots of unstructured data can be used to gain access to your customers.” “More content about your company exists off your website than on, you need to market to where those conversations are.” “Harnessing competitive intelligence gives a map of opportunities in real time.” “Social listening provides … Continue Reading »

A recent test by Foursquare hints at a much needed improvement in user experience for businesses wishing to claim their venue on the World’s most popular location based social network. For a small fee of $10, select US merchants can now instantly claim their venues on Foursquare. The venue claiming process used to rely on snail mail and a national database of phone numbers that caused a lot of issue for businesses like Food Trucks and retailers with multiple locations.  … Continue Reading »

Recently RBM participated in a webinar from Tim Williams of the Ignition Consulting Group titled “What Today’s Clients Want Most from their Agencies.” Overall the webinar’s focus was on how client/agency relationships have changed over the past decade and how agencies are morphing to meet their clients’ specific needs. The Client frame of mind:  “We want an agency that is versatile enough in its structure, systems and business practices to be able to emulate an in-house department.” The Agency frame … Continue Reading »

San Francisco, April 24th, 2012 – Come listen to our CEO, Elliott Easterling, speak tomorrow at the NorCal BMA monthly meeting alongside Diana Cartwright, Hitachi GST’s Senior Director of Marketing, as they showcase tactics for leveraging social listening data through real life case studies.  Here’s a preview of the topics that this presentation looks to answer: “More communication about a brand or product happens off the brand’s website than on it. Brands are losing their tight grip on their message … Continue Reading »

Content+ released an infographic recently called ‘The Anatomy of Content Marketing’.  Some of the key points and facts that it brings up include the following points: 6 in 10 Twitter or Facebook Users are more likely to recommend a brand they follow Blogs on company sites result in 55% more visitors Blogs give sites 434% more indexed and pages and 97% more indexed links Blogs are 63% more likely to influence purchase decisions than magazine 63% of companies said posting … Continue Reading »

If you watched the Chelsea vs. Tottenham FA Cup Semi-final match last Sunday, you would have heard the small subset of Chelsea fans that booed during the minute of silence held before the match.  It was crass, insensitive and ultimately damaging to the image of the club and its own supporters.  Of course the club came out with a statement condemning the small subset of fans that committed the offense.  Still, the question for Chelsea FC: was this too late? … Continue Reading »

You know that a great blog consists of useful content and an awesome design, but with thousands of blogs being created daily, it’s a tough thing to stand out.  We have four tips that will set you apart and send you on the path to blogging success. Posting Regularly: There is an absolute need for you to post on a regular schedule. Not only do you want your readers to be drawn to you but, you also want them to … Continue Reading »

Revealing Excitement in Digital Storage Hitachi’s G-Technology line of hard drives is a household brand for digital content creators such as photographers, filmmakers, and sound engineers. For many creative professionals, digital storage is an essential part of day to day working life. Product features such as usability, transfer rate, and reliability make a huge difference when you’re moving from the field to the studio. Rather than show these undeniable product strengths explicitly, Red Bricks Media advised showcasing the kind of … Continue Reading »

Implementing your Holistic Search campaign Once you’ve completed a thorough data analysis of your customer segments and created an optimized keyword universe, you can begin implementing your campaign. For maximum results, your marketing team needs to optimize the search engine results page and the website or landing page to which you’ll be driving traffic. Optimizing the SERP As with any new product launch, it’s important to conduct a series of tests so that you can discover system flaws before your … Continue Reading »

With increasing emphasis put on mobile and local marketing, Adwords revealed two new features that will greatly streamline location-focused search engine campaigns: geographic targeting by zip code and dynamic insertion of a location into a text ad.  These features will provide greater integration between direct response campaigns at large and reduce tedious manual campaign configurations. The features and advantages are as follows: Geographic targeting by zip code: previously, Adwords only allowed targeting by location name (i.e. San Francisco, California).  Considering … Continue Reading »

With the news that Facebook is acquiring Instagram for $1BN, last week’s Android release by Instagram may now be viewed as a strategic move on Facebook’s part. The timing of the acquisition announcement, coming only days after Instagram finally opened itself to the Android world, suggests that Facebook played a part in that decision. It makes sense- Facebook purchased Instagram for their wealth of photo sharing data (which Facebook currently lacks), so it’s no wonder that they would want to … Continue Reading »

Hollywood has had a storied history of vehemently resisting the advances of technology rather than embracing the new revenue streams it can create. This occurred in the ‘80s when MMPA President Jack Valenti appeared before Congress asking for legislation outlawing the VCR. More recently Hollywood has gone after cloud-based DVRs, tablets, and the content that is disseminated throughout these channels (SOPA). Recently Jay Fulcher wrote a post on TechCrunch titled “Fear and Loathing in Online Video” where he provided insight … Continue Reading »

Before you can begin your Holistic Search campaign, you need to determine the goal of the website, microsite, or landing page where you’ll be driving traffic.  For most sites—unless its purpose is to be purely informational—customer conversion is the end goal.  Conversion can come in many forms including product purchase, traffic driving, site registration, software download, among others.  Determine your site’s current performance: how many search referrals does it receive?  What is your visitor volume and what percentage of visitors … Continue Reading »

Twitter just rolled out some interesting advertising news on March 20th, right before its sixth birthday. In short, it’s enhancing targeting options for mobile users. (I had the personal pleasure of seeing my first mobile Promoted Tweet on my commute to work today.) It’s nothing groundbreaking or especially innovative, but it’s a step in the right direction for Twitter to make use of the platform it has built—and it’s handling the PR aspect much better than when they first tried … Continue Reading »