Marketing Alphabet Soup: Nielsen Labels Generation C

A quick public service announcement from Nielsen:  Generation X will still never live up to their parent’s generation; Generation Y is innovative but has misguided career expectations …  uh, correction, everyone! From now on, Generation Y will be known as Generation C… because they’re the most “connected” generation… although they’re still lazy and don’t really want to work for a living.  You can now return to your previously scheduled blog…

So, let’s look at why every news outlet from the L.A. Times to PC Magazine picked up this story last week. Just as a disclaimer, I view most labels as dangerous and limiting and this is no exception.  I feel this new era of connectivity further blurs the generation gap as opposed to the other way around.  This is where I think calling generation “Y” the most connected can be both accurate AND misleading. 

Yes, the “Cs” (damn, they got me using it already!) can be considered more connected because those of us raised in the 70’s never cheated on a high school exam by texting a friend the answers.  On the other hand, Gen X has the benefit of hindsight to better understand the advantages of these new communication platforms and the wisdom to see where their real value lies. This is especially true from a marketer’s point of view.

That’s because the Web and mobile both, with particular thanks to the advent of social media, provide a direct connection to the ever-important 18 to 34 demo that has been so hard to reach. This is why Nielsen’s re-labeling of Generation Y to Generation C is being received with so much interest by advertisers. My take is that whether you’re labeled as being from Generation X, Y, C or a Millennial, we’re ALL connected now.

So, marketers, shoot us a note and tell us your thoughts on the relabeling of Generation Y…. and good luck with relearning your ABCs!

Originally posted by Steve Iaconis, Director of Marketing + Client Services for Oblique Design at: http://www.obliquedesign.com/blog/ 

Google might be scary BUT they are doing some things right…

So, while there’s been a ton of backlash to Google’s recent announcements regarding further integration of Google+ and personal data into their search results, it’s only fair to throw them a bone for some of the things they’re doing right. I’m not an apologist or necessarily an advocate for their products but just like cool stuff when it works.

For one, Google+ is growing on me. This is mostly because it’s provided a new venue to get closer to the friends I actually want to keep in touch with versus those I accepted invites to “friend” on Facebook out of guilt. Their “circles” have also been easy to use and have kept me from insulting family members and friends alike (Given how conversations aren’t always appropriate for all audiences i.e. young nephews I support getting online but who don’t need to see partially naked pictures of my drunk friend vacationing in Amsterdam).

I’m also impressed with their new music beta and accompanying “cloud” offering. I volunteered to test their beta product for a few months before it s final soft launch in November and saw dramatic improvements over time. It’s a legitimate alternative to iTunes if you’re looking for one. I was also able to quickly and seamlessly tie my music collection to their web-based platform and connect it via their free cloud offering to my tablet and phone (yes, both Android).

One last recommendation I’d make is to check out Google Currents. It is a great way to index and organize your favorite online magazines, publications and blogs. It provides intuitive formatting for displaying pages cleanly and efficiently for tablets and has definitely lead to some cool new content discoveries.

Apologies ahead of time for what can be taken as a public service announcement for Google but definitely check these new platforms out if you haven’t already and let me know what you think…

Mobile Barcodes to Save Commercial Mailers

Last week I received an email from the ever-diligent Domestic Mail Manual(DMM) division of the United States Postal Service(USPS) notifying consumers and businesses of a new program.  Starting this Summer, commercial mailers that include mobile barcodes either INSIDE or on their mailings will receive a three percent discount on the delivery.

This is pretty cool news on a number of fronts.  One, it’s excellent to see the USPS keeping up with the times! Two, the fact they can recognize and process barcodes within the enclosed piece is a neat feature that might add some interesting flexibility to the mailing process.  I’m thinking of the creative possibilities for this as it becomes more widely used.

Here’s the latest info from the DMM themselves surrounding the program that runs from July 1- August 31:

-First-Class Mail and Standard Mail (including Nonprofit Standard Mail) letters, flats and cards with a mobile barcode inside or on the mail-piece can qualify for the discount.
-Participation requires electronic documentation.
-Commingled, combined and co-mail mailings are allowed and a separate postage statement is required for pieces with mobile barcodes.

This is obviously a pretty cutting-edge program for the USPS and is certainly a smart way to infuse mobile technologies with your direct mail campaigns.  For more information, check out the RIBBS website: https://ribbs.usps.gov/index.cfm?page=mobilebarcode

To subscribe to the DMM Advisory, send an e-mail to dmmadvisory@usps.com and just insert “subscribe” in the subject line.

Hey, I’m just thrilled to be sharing news about the USPS that’s not another price hike story!  So, check out the program and let us know some of the benefits you think this will bring your business.

How to Get More ReTweets on Twitter

Twitter is all about sharing conversations. From a business perspective, it’s all about sharing conversations important to the building of your brand, sales, market position and overall image. It’s in your best interest to have your company’s followers virally distribute those very same communications for you by ReTweeting. The great part is that all it takes to share a Tweet is a single click of the mouse… it couldn’t be easier.

The difficult part is HOW to get followers to click that ReTweet button. One common suggestion is to make it as easy to find as possible. Always include a Tweet/ReTweet button after your blog post and if you don’t mind being seen as too much of a self-promoter (and you shouldn’t!) you can place the same button at the top of your blog, too.

There are many “rules-of-thumb” articles popping up across the web from marketers offering tips and secrets on simply how to use Twitter to how to increase your ReTweets. One of the more comprehensive ReTweet studies I’ve seen is by Dan Zarella, self-proclaimed “social media and viral marketing scientist.” It’s titled The Science of ReTweets and his goal was to research what was behind the content of highly ReTweeted tweets. Here are some trends he reported:

• Calls to action… “please ReTweet” flat-out works
• The more timely the content the better
• The word FREE still gets attention
• Believe it or not, “Twitter” was the 2^nd most used word in ReTweets according to Dan’s study, behind the word “you”
• Lists are great hooks
• People simply like to ReTweet blogs… it makes them more “in-the-know”

The refreshing part of his findings – and what so many industry experts and thought leaders are discovering – is that these innovative best practices aren’t that different from the lessons we learned from our first experiences with direct response marketing. Strong calls to action, timely offers and, yes, even the use of the word “free” are nothing new to direct marketers. So, don’t be afraid to use some of those old-fashioned learnings to pave the way for your success in the new digital era!

To take Dan Zarella’s survey yourself, click here and be my guest to share this blog!

- By Steve Iaconis, Interactive Accounts Manager, Wax Custom Communications http://www.waxcom.com/  

- Edited by Gretchen Schmidt on May 12, 2010 on Wax Impressions http://www.waxcom.com/impressions/ a blog by Wax Custom Communications

- Follow Wax Custom Communication on Facebook:  http://www.facebook.com/WaxCustomCommunications

Googly-eyed over Google

Those guys at Google know how to keep us on our toes.  Organic searches have never been more important OR more difficult to stay on top of.  That’s just one reason why the official Google blog directory is one of my favorite directories on the Web. It covers everything from European public policy to fans of Google Wave.

Check it out, and while you’re at it, see how the busy bees at Google have created yet another BUZZ – Google Buzz, a product that launched in February. Is this their answer to Facebook or simply an intrusion into your inbox?!  You be the judge. Here are a few reference articles from Technology Review, Shiny Shiny and Trimark that discuss the pros and cons of the product. 

Let me know about your experiences with Buzz. Shoot me a response and share your feedback my followers!

- By Steve Iaconis, Interactive Accounts Manager, Wax Custom Communications http://www.waxcom.com/  

- Edited and posted by Gretchen Schmidt on March 24, 2010 on Wax Impressions http://www.waxcom.com/impressions/ a blog by Wax Custom Communications

- Follow Wax Custom Communication on Facebook:  http://www.facebook.com/WaxCustomCommunications

MEMO: Being on Twittonary during office hours OK!

Ahhh … the charming chirping of co-workers’ iPhones receiving yet another tweet! A year ago this could have lead to a dreary and somewhat Draconian discussion regarding personal versus work time but, oh, how things have changed. Thanks to the recent explosion of corporate usage, Twitter is no longer just for techies, teenagers, hip-hop artists and TMZ anymore. It’s now an essential part of corporate branding and public relations with its ultimate potential only barely being tapped. As they say… with great power comes great responsibility. Corporate Twittering is no different. Here are some basic, safe rules of thumb your company needs to keep in mind while joining the fray. Otherwise, you risk ostracizing those same people you hope to further your relationship with:

• Walk the walk if you’re going to TRY to talk the talk. 

Don’t start Tweeting to just simply not be left behind. Develop a strategy the same as you would for an outdoor, direct mail or broadcast campaign. If upper management does finally come around and accept the need to do that “Twitter thing” and finally assigns time and resources to the project, you need to do it right from the beginning.  Learn the lingo and how the system works. This audience, as much as any other, can smell a fraud from a mile away. 

• Refrain from falling into myopia!  

Twitter is for relationship building and this objective remains intact when using it from a corporate perspective.  Don’t fall into the trap of making this a medium for sending out endless streams of press releases about your own company.  Sure, you want followers to know about promotions and events. But at the same time, it should help you position yourselves as a trusted industry source. Don’t be afraid to post general industry articles and commentary on the things most important to your audience. It’s routinely agreed that one tweet about yourself to five or six topical tweets about your industry is optimal. Remember, it’s not always about you.

• Remove the corporate smile. 

I was once told this during an interview and, sadly, knew exactly what the interviewer meant. If Twittering is all about relationships, then you’re not going to get very far if you remain behind the proverbial corporate wall. This applies similarly to corporate accounts as it does to personal ones. Don’t be afraid to let your company’s true personality shine through. Avoid the spamming of “lazy-links,” as I call them, and take the time to provide personal commentary. The value of this medium can be lost if you don’t share a conversation with your audience. Personal anecdotes by company heads can go a long way to establishing a more engaging relationship with your followers.

So, don’t be afraid, be yourself and take the dive! Take a flyer and simply log on to http://business.twitter.com/twitter101 to read about the basics of getting started along with dozens of case studies of companies that were once in the same position you’re in today.  Now go and impress your boss AND your kids at the same time.  Good luck!

- By Steve Iaconis, Interactive Accounts Manager, Wax Custom Communications http://www.waxcom.com/  

- Edited and posted by Gretchen Schmidt on February 16, 2010 on Wax Impressions http://www.waxcom.com/impressions/ a blog by Wax Custom Communications

- Follow Wax Custom Communication on Facebook:  http://www.facebook.com/WaxCustomCommunications

Next Frontier: Online Language Translation & SEO

With the ever-increasing number of non-English speaking users accessing the internet, it’s more important than ever before to take a more global view of language translation and how this applies to Search Engine Optimization (SEO).  This trend is challenging for optimization companies and translators alike. Some essential points to consider for your business: 

• “International” keyword selections should represent multicultural variations.
• Frequently review the international “referrers” on your site.  Your traffic logs will indicate what foreign countries provide your site with the most hits.
• Study international search engine algorithm trends as closely as domestic ones.
• Follow international SEO companies and their movement to use local providers.
• Consider opening International Domain Names (IDNs).
• Be sure your translator is familiar with the use of Computer Assisted Translation (CAT) Tools, which refer to specialized translation software.

As marketing efforts become more personalized — yet more global at the same time — localization is the secret to SEO success. It’s vitally important to track and manage your international keyword listings and understand the search words your localized target audience is partial to.

For more insight on industry trends in language translation services, read the blogs from New Frontier Digital and Trusted Translations.

- By Steve Iaconis, Interactive Accounts Manager, Wax Custom Communications http://www.waxcom.com/  

- Edited by Gretchen Schmidt on January 26, 2010 on Wax Impressions http://www.waxcom.com/impressions/ a blog by Wax Custom Communications

- Follow Wax Custom Communication on Facebook:  http://www.facebook.com/WaxCustomCommunications

Optimized Press Releases in Four Simple Steps

The value of optimizing web pages for organic search results is universally recognized, but sometimes it’s remembering to apply the same rules to other online content that eludes us. When it comes to press releases, remember the value of keyword selection and placement, especially in your headlines. To see the best return for your investment of time and money, here are four rules to follow:

1. Do your due diligence: Place equal emphasis on search engine friendly copy  for press releases as you do for standard web content. As Joseph Miller at Enhanced Online News (EON) advises, “It’s important to think like a searcher. Look at past release reports or your web analytics to see what keywords tend to bring readers to your unique content, and build on that.”

2. Highlight the most important keywords: Your headline needs to incorporate the keywords that are most applicable to the release’s content, as well as your main message or business proposition. The larger the volume of releases you distribute in a given year the easier this is to forget.

3. Be quick and to the point: An important fact to remember, says Miller, is that “Google generally displays only the first 63 characters (letters and spaces) of release headlines in search results, so make sure to get your most valuable information across as concisely as possible.” Having the right keywords can easily be lost if they’re not given proper placement within your release.

4. Sign of the times: Keep in mind that with the ever-growing audience of mobile users, the old adage of less is more hasn’t gone away. Don’t forget the new generation of consumers and businesspersons who are increasingly receiving data via hand-held devices. The shorter and more efficient your headlines and releases are, the more likely it is that your message will  reach your entire audience.

In today’s marketplace, increasing exposure means taking advantage of more than just yesterday’s wire distribution. You have to embrace the benefits of what makes the web such a valuable public relations tool – its strengths of dissemination, analytics and audience measurement data.

- By Steve Iaconis, Interactive Accounts Manager, Wax Custom Communications http://www.waxcom.com/  

- Edited by Caroline Hatchett on December 22, 2009 on Wax Impressions http://www.waxcom.com/impressions/ a blog by Wax Custom Communications

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Know Your Friends AND Your Database

In tough economic times it’s more important than ever to communicate product and service offerings to the customers and prospects you already have a relationship with. It’s vital to know who you’re marketing to and what the desired response is.

Offers need to be timely and truly bring value to your audience. Why? Consumers and business partners are more savvy and conscientious than ever in doing their homework and following market trends. So to maximize ROI, you need to remind these individuals why they did business with you in the first place.

Now, more than ever, is the time to study the granular aspects of your database to understand your own customer and prospect lists. And according to Warren Storey, director of marketing at ICOM and co-author of the Marketer’s Survival Manual, “Not all customers are created equally. Segmentation is key to driving better response rates and overall ROI.” Segmentation is also crucial to ensuring that marketers send the right message and the right incentive to the right customer at the right time. “Doing this all up front is 100 percent critical to getting this right,” he said.

Whether the medium is print or online, your acquisition and retention efforts need to be smarter and more precise than ever to make every dollar count. “When you’re in a recession, you want to place extra focus on your most valuable customers,” according to Storey. Talking with customers in a relevant way and keeping them loyal can’t be done unless you evaluate and understand behavioral data.

– By Steve Iaconis, Interactive Accounts Manager, Wax Custom Communications http://www.waxcom.com/  

- Edited by Caroline Hatchett on November 5, 2009 on Wax Impressions http://www.waxcom.com/impressions/ a blog by Wax Custom Communications

- Follow Wax Custom Communication on Facebook:  http://www.facebook.com/WaxCustomCommunications

Good Web Design Is In the Eye of the Beholder

When it comes to web design, sometimes striving for an “F” is a good thing.

Such is the case when utilizing one of the more tried and trusted methodologies for design today, the F-shaped pattern. It’s been long proven in the print realm, and now with the web, that understanding human behavior is an important part of layout and design. Specifically when considering Internet readership, usability is of utmost importance. It’s the ultimate balance between designing an attractive AND functional website.

The F-Shaped pattern for web page content relies on eye-tracking studies supported by experts the likes of Jakob Nielsen. Eye tracking is the process of analyzing eye movements to examine how users read websites. 

Readership trends indicate individuals first read across the top of a web page from left to right. Users then typically go to the second left-to-right callout on a page and then browse down the left-hand side of the screen for additional points of interest. 

Based upon Jakob Nielsen’s findings on the F-shaped pattern, here are some rules of thumb to consider when designing a website:

1. The most important messaging and navigation on a page should appear in the upper left-hand corner, starting with a site’s branding and flow from left to right. If a user has to scroll down a page to view content, there’s a good chance you’ll lose their attention before they get there.

2. Place strong visuals higher on the page and to the right if possible. A triangular positioning of images or graphical callouts staggered vertically can help draw a reader’s attention down a page if you are forced to place content “below the fold.”

3. The use of white space on a web page is not a bad thing. It makes text easier to read and graphics and images stronger navigational elements.

Recognizing the prevailing F-shaped reading pattern is important whether your site is retail or information driven. If ignored, you risk having the most significant content on your website overlooked. In that case, even the most beautifully designed site can receive an “F” when it comes to usability.

– By Steve Iaconis, Interactive Accounts Manager, Wax Custom Communications http://www.waxcom.com/  

- Edited by Caroline Hatchett on March 17, 2009 on Wax Impressions http://www.waxcom.com/impressions/ a blog by Wax Custom Communications

- Follow Wax Custom Communication on Facebook:  http://www.facebook.com/WaxCustomCommunications