Posts filed under Integrated Marketing

Look-A-Likes, an Underutilized Tactic

Getty Images. Flickr. Lana Isabella

Getty Images. Flickr. Lana Isabella

There are two main groups in marketing. The acquisition marketing, and relationship marketing folks. Here is a quick definition of each group:

Acquisition Team = Focused on driving anonymous people to known individuals (sign up, purchase, etc)

Relationship Team = Focused on driving known individuals to take action (purchase, repurchase, etc)

It is important to distinguish the two audiences, as marketing moves to an orchestrated individualized experience, we need to be able to create experiences for individuals across all the digital channels based on what data we know about them. 

Some individuals are anonymous (we don't have any data on them) and are limited to certain digital channels to communicate to them (for example, email needs permission first but display retargeting does not). 

Known individuals come with a greater set of data and opportunities to reach out through other channels (following the same example as above, they have opted-in to email, mobile, etc). Hopefully you also have purchase and behavioral data to now use for better communications to these customers.

As we look to grow our customer base, we need to be smarter about who we attempt to acquire. It's time to optimize the acquisition budget. Optimizing our acquisition efforts to grow the right kind of customers can help grow revenue quickly instead of a one size fits all mentality. This is where the acquisition team can learn from the relationship team.

1. Identify current high value customers based on purchase & engagement data. Who buys often? Engages regularly? Who doesn't?

2. Using your data (first party) what values are in common amongst these audiences? Interests, source, etc?

3. Using third party data, what other attributes bubble up for these groups? Age, demographics, lifestyle, etc?

Now that you have a good snapshot of what makes up a high value customer, you can use this information to be much smarter and strategic with your acquisition dollars. This new data can now be used for retargeting efforts in display to drive awareness from similar non-current customers. You can also use this data for social targeting as well. Use this information to target similar customers on Twitter and Facebook. Don't stop there though, there is more to be done.

There is another critical hand-off that most miss, and thats the period between acquisition target to opted-in customer. Use the information you have been using to acquire these customers / leads to better inform your welcome and nurture programs. Can you take the same data elements and inform your content in your first communication streams to customers? Also, use these communications to fill the gaps in your data to better inform these communications. Are there certain data points you need to help increase conversion? Tactics like progressive profiling, web & click behavioral targeting are all good ways to fill in the missing data points.

Are you doing this already? What kind of results are you seeing? How targeted are you getting with your acquisition efforts?

The top #SuperBowl digital marketing moments

While the Super Bowl wasn’t as exciting as we all had hoped (congratulations Seattle Seahawks on an excellent win), I loved seeing what brands did differently this year to appeal to the 96.9 million Super Bowl viewers. Some really interesting changes, including:

  • Hashtags ruled as the main CTA with over 60% of the ads using some kind of #hashtag to keep the viewers engaged beyond 30-seconds.
  • Brands aimed more for an emotional connection outside of trying to be funny. For the first time since I can remember, the funny was put aside in favor of tugging at the emotional strings of the viewers.
  • While Shazam was big a few years ago, there were only a couple ads that still used this as an opportunity to extend experience.
  • Website, or URLs in general, were almost non existent this year with only a handful of companies pointing customers to their homepage or social presence with a URL.
  • While social logos were also big last year and the year before, there was only one brand that continued to include the “social buttons” call to action.

This is a big shift! Hashtags have now become the “universal” way people can use the second screen and still partake in the conversation. Even though hashtags are most commonly associated with Twitter, brands now have a way to easily connect with their viewers and customers on their social platform of preference…Instagram, Facebook, Twitter, etc.

So what did we see from some of the #hashtags used during last nights game? SocialMediaToday has a nice recap of usage and trends from some of the ones used in last nights game.

One other interesting thing to note was the use of email during and after the game. Here’s three brands that did it well.

Marvel had several new movies they were promoting, one of which was Captain America. If you happen to be checking email during the game, they included an email promoting the new trailer as well. See below:


The Gap decided to use the potential down time during halftime to promote their special “today only” offer. This was a first from any brand I have noticed that used specific timing of an huge event to send out an email



Macy’s was quick to reach the inbox, at least for me, with the first “Congratulations Seahawks” message. Shortly thereafter, there were several more messages flooding in related to this same kind of content but Macy’s was the first (minutes after the end of the game)


I can’t close this out without the biggest surprise of them all, the Esurance post game ad. Since they purchased the not-so-popular first commercial post game, they decided to give away the money they saved to one person who used the #Esurancesave30 hashtag. This was a great ad, as it was highly relevant to the placement within the game and cut through the hashtag clutter by giving the viewer a specific reason ($1.5 Million reasons in fact) to use the hashtag.

It will be interesting to see how this kind of promotional stunt plays out for Esurance as it relates to new customers. It was a great way to get their name out, as my social feeds were flooded and #Esurancesave30 immediately hit the top of the trending charts.

Until next year!

Posted on February 11, 2014 and filed under Integrated Marketing.

8 Must-Dos for Your 2014 Content Marketing Plan

This week I had the privilege of co-presenting with one of my best friends, mentor, and truly all around great guys, Jay Baer, President of Convince and Convert, and 2x author, his latest work Youtility, why smart marketing is about help not hype (grab this if you haven't, one of the best business books you can read this year).    

The subject of our Econsultancy webinar centered around the finer points of content marketing planning in preparation for 2014, something we're actively taking our clients through at ethology now - tis the season.  

As new prospects are on-boarded, and efforts audited, we often find a huge void related to centralized content strategy and planning, seeing efforts focused at the tactic level (search, social, email, etc.), lacking cross-channel unification, and therefore leaving opportunity and ROI on the table.  Given recent studies showing content marketing as a top focus for organizations this year, we pulled out some of the more important topics and tips that companies should focus on when planning a more integrated and fruitful effort for 2014.

In the webinar we discuss:

1. How to refocus your content efforts around help, not hype #YOUTILITY

2. When and how to use social media to promote your content, and vice versa

3. What trends and best practices you should use for staffing your content marketing program

4. Why integrating your content marketing efforts will maximum return

5. How to better understand your customers, and develop insights for content topics

6. How to pick the right content execution for each topic

7. How to measure the impact of your content efforts

8. How much should you be spending on content marketing in 2014    

Please check out the Slideshare presentation below, we'll post the link to the full Econsultancy presentation including audio when available (any day now). 

Visit for the full presentation

Integrated Content Marketing Strategy SEMPO Webinar

Yesterday I had the pleasure of presenting on the February SEMPO (Search Engine Marketing Professionals) Webinar, certainly a great honor.  The title of my presentation was "Developing an Integrated Content Marketing Strategy," and...

Baidu World Content Marketing Presentation - ethology

A shameless plug, I know, but I'm pretty proud about the work our team pulled off for Baidu World.  Check out our Content Marketing presentation that was given yesterday by our CEO Jeffrey Pruitt (former iCrossing President and SEMPO chair).

Baidu World 2011

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Great team effort from everyone, and we're lucky to have a native Chinese speaker on staff.  The feedback has been great, wonderful work all.

Posted on September 2, 2011 and filed under Integrated Marketing.

Digital Marketing Strategy and Program Planning Presentation: Online Marketing Summit Phoenix 2011

I was honored yet again today to have the opportunity to speak at the Super Regional of the Online Marketing Summit in Phoenix. My topic was Digital Marketing Strategy and Program Planning, and the deck is here for you to view. If you have any questions/comments, don't hesitate to ask. And yes, there were lasers!

Digital Marketing Strategy - Digital Marketing Planning - Strategic Planning - Online Marketing Summit Phoenix-June 2011-ethology-mike corak

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Mike Corak

Posted on June 17, 2011 and filed under Strategy, Integrated Marketing.

Mountain Travel Symposium 2011 #MTS2011 - Marketing Online - Tools & Strategies to Grow T

I was just fortunate enough to present at #MTS2011 - the Mountain Travel Symposium - here in Beaver Creek, CO. The title of my presentation was Marketing Online, Tools & Strategies to Grow Top-Line Revenue. An extremely broad topic, with way too much data and insights, I have posted the presentation on SlideShare and have embedded it here as promised.

Mts2011 digital marketingtipsandtools-ethology-f

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Mike Corak

Specific to travel, we looked at opportunities to improve revenue online, talking about the tools, processes, and insights we use to do so. Plus, we handed out lasers to make the presentation more interactive, a big hit indeed. We walked through a planning process designed to find tactical flaws related to revenue, and create active steps to build effective programs as a result. Great crowd, thanks for having me!