Welcome to the weekly Phly News Roundup. You’ll be getting one of these every Friday… and it’s most certainly been a week. I can tell you that!
Much like the Marvel Cinematic Universe, Emojipedia has added another 100 or so characters to its roster this year.
Some are welcome changes (like gender-neutral emojis, the transgender flag, more food, and cutesy animals) while others are pretty bizarre (why is that bison so shiny? Is that the MSN logo holding itself as if it knew it was going to die?)
I get immense satisfaction imagining the heads of Facebook users named Keith (that have “The University Of Life” listed as their education) exploding due to the inclusion of gender-neutral emojis. The more the merrier!
After this week I can finally stop talking about the Super Bowl, which is nice
I’ve got a bunch of Super Bowl-related stuff for you all today. First of all, it’s of the utmost importance that I notify you of this:
The Super Bowl subreddit is just pictures of superb owls… and that’s why it’s important to grab those URLS and handles early, folks!
Secondly, I definitely liked some of the ads I’ve seen so far. But I’m seeing more and more reports that increasing costs related to Super Bowl advertising is causing many advertisers (and Hollywood) to skip it once again. Mint Mobile even took the funds they would’ve spent on a Super Bowl spot and put it back into their services. We’ve previously talked about this when we released a white paper about whether or not Super Bowl advertising budgets could be better spent elsewhere. Obviously, I’m biased – but I think it deserves a read.
Marketers need to sloooooooow down
TopRank Marketing shines the spotlight on Sean Callahan’s argument that marketers need to chill out when it comes to measuring ROI.
The crux of the argument is that while 77% of marketers are still measuring ROI in the first month of a campaign, the average B2B sales cycle is around six months long…
…That’s like deciding who won a race by judging whichever of the runners put their damn shoes on faster.
For me, this is all about our addiction to immediate results. Marketers gather around analytical tools like it’s a lonely, aging rock star, promising free drugs to keep the party going. It’s not a good look, guys. We see this most often brands obsessively buy Facebook ads because of the quick ‘results’ they tend to offer.
The article also helpfully lists four areas where B2B marketers can benefit from slowing down a bit:
- Slowing down the experience for the end-user
- Slowing down your strategy to avoid overlooking key factors
- Slowing down social, taking time to think each platform through
- Slowing down SEO and understanding that search ranking takes time
When it comes to building an audience and trying to reach them, slow and steady sometimes wins the race… not carpet bombing them with ads. Sure, paid ads will be a part of your strategy, but it’s not the whole thing.