Marketing & Communications Resources
Find resources and information for your digital media or higher education marketing efforts.
The Future Of Social Media Marketing Looks Smaller… Or Does It?
This is not the article claiming the future of marketing is on A.I. as that future is already here. Instead, this article is about the future of social media. [...]
Three Social Media Tools That Go Beyond “Good Enough”
In 2010, I pivoted my career from being a web & multimedia designer to social media and digital marketing. At the time of this writing, I have 13 years [...]
The Marketer Interview: Dr. Liz Gross – Campus Sonar
Dr. Liz Gross, Founder and CEO of Campus Sonar, and I talk about current marketing and higher education marketing topics. We touch upon the rise of artificial intelligence, [...]
Convenience or Privacy? Pick one.
In my previous article about personalized digital experiences, I delved into what these experiences are and how they work. Today, I will take a step further and explore the [...]
Negotiating with Social Media Vendors
Before diving into social media vendor negotiations, let’s understand the broader categories of social media software as a service (saas) vendors: Social Media Management - Plan, schedule, post, engage, [...]
Cognitive Biases Impacting Graduate School Enrollment Marketing
What is a Cognitive Bias? The Cambridge dictionary defines cognitive bias as how people understand events, facts, and other people based on their beliefs and experiences. These biases can [...]
How is Omnichannel Marketing changing Higher Education enrollment?
Very few elements of enrollment practices from my time are still used today. Back in the nineties, college fairs were common, and your best source of information for out-of-state [...]
Customer Journey Analysis How-To
Customer journeys are the grouping of interactions, messages, and actions that shape the consumer experience with a brand, product, or service before and during a business transaction, purchase, or [...]
Digital Word of Mouth: Understanding Three Online Promotion Techniques Leveraging Influence
Online promotion techniques are plentiful and range from the more technical Search Engine Optimization (SEO), paid display and search ads, and remarketing, among others. In this article, I will [...]
Deciding between investing in traditional or digital media
With so many advertising options, businesses often have difficulty picking and choosing where to invest their marketing dollars. The advertising landscape is an ever-fragmenting world catering to immense audiences [...]
Considerations for Building a Content Strategy
Having a well-planned yet flexible content strategy is critical for the success of any digital marketing strategy. Think of the digital strategy as the house, the media channels as [...]
The Power of Personalized Digital Experiences
E-commerce and digital experiences offer personalization. So what is personalization in marketing? It's a strategy of rendering custom and individualized messages and experiences tailored to an individual to increase [...]
The Overinformed Digital Consumer
Gone are the days when consumers depended on newspapers and analog media to learn about sales and limited-time offers happening in their area. Taking it further, yesterday’s consumers had [...]
Understanding the Digital Marketing Environment
Traditional marketing remained steady, stable, and uninterrupted for decades. On the other hand, digital marketing is disruptive, quickly evolving, and much more personal. Now we are dawning on the [...]
My Experience Integrating Traditional and Digital Media
One of my most memorable career experiences has been working in traditional media. In both experiences (WAPA Television and Uno Radio Group), there are unique challenges when integrating one [...]
Ten Do’s & Don’ts for Social Media Listening
Do people love your brand as much as you think they do? If you are not afraid of the answer and have thick skin, then social listening is for [...]
What Is Nostalgia Marketing?
The last time I checked, I belonged to the latter end of Gen-X, then I stumbled upon the definition of Xennials, and I felt right at home. Being born [...]
Cultural Marketing: Pink Washing & Queerbaiting
Subcultures define me. I am a member of many minorities, Hispanic, leftie, and a friend of Dorothy. I am a gay cis-man, born a few months before the 70s [...]
Facebook is a fading brand. Here’s why.
Gone are the days when everyone would get excited to log onto Facebook and discover what their friends were up to. For many, this excitement was replaced by dread. This [...]
Guide to Developing a Brand Persona Strategy
While working at advertising agencies and in-house departments, I’ve often handled multiple social media accounts, each with a different voice, tone, and persona. In addition, the larger brands I’ve [...]
Consolidating Social Media Brand Architecture
Florida International University (FIU) is the fourth largest public university in the country. As Director of Social Media, I am partially in charge of a large social media footprint. [...]
Pros & Cons of Student Influencers
Throughout my career, I’ve worked with celebrities, political figures, athletes, influencers, brand ambassadors, content creators, and, most recently, student ambassadors. Call them what you may; at the core, they all [...]
Cognitive Biases and Social Media Communities
Social media is riddled with biases, from clashing views on hot topics to communities that agree on everything. Does this mean marketers need to take what they find on [...]
My Favorite Talkwalker Tools For Brands
Talkwalker is a social listening platform that allows brands to monitor public social conversations. The key word here is public, as Talkwalker can only monitor what the platforms allow [...]
Social Commerce: Turning Information Discovery into Information Search
Before modern social media arrived in the late noughties, browsing the Internet was a largely intentional, active experience. We search for information, visit a website to complete a task, [...]