The Chameleon - Adaptive Marketing Ideas For Your Business

This Week in Marketing

Posted by Patrick Sitkins on Apr 24, 2015 9:21:46 AM
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Let's talk about being ADAPTIVE

Years ago I left my career as a consultant to the insurance industry to pursue my passion for marketing. I launched my first firm from scratch. It was a much different world back then...or was it?  I remember speaking with my wife about my new venture: We spoke about my plans, and I reassured her we would be able to buy diapers and groceries. She inquired, "Once you get clients setup and on Facebook, then what? Why would they continue to work with you?" I don't remember my exact response, but it was something along the lines of how the digital landscape changes constantly, and my goal was to keep my clients relevant. 

Fast forward to this week. If you've ever received an overview or spoken with us, then you've most likely heard our philosophy.

Why Adaptive?  With the speed at which information moves, the rapid increase in technologies, and the ever-changing ways to reach the market, there is only one constant - everything is changing...  What worked last year might not work today.  That tweet you are about to send has a shelf-life of 3 hours or so.  Google will throw all of us for another loop in a few months.  Facebook may actually declare itself a country.  Your next big marketing win may be a tech startup still in a garage with no name or backing.  We embrace these changes, stay on the leading edge with our clients and ensure their marketing strategy is cohesive and consistent no matter what the market throws at us.

You'll notice I put two points in bold and linked to them. Why? This week. Oh this week.

Let's review.

This week in marketing

Here are three stories you may have missed:

1. "Mobilegeddon"

As mentioned above, and as Google tends to do, they made a major update to their algorithm. While the nickname "Mobilegeddon" sounds negative, it's actually a great update! Have a mobile compatible site? You are going to enjoy this read considering you may have just leapfrogged your competition!

According to Google, 

Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.

We are extremely happy to say 100% of our client base passed the test, and are mobile compliant.

Curious if your site and rankings are affected by the update? Follow this link. 

2. Facebook Updates Newsfeed Algorithm

It was almost like Facebook wanted to play "us too" since they did a big update on the same day Google did theirs. As you can imagine, the internet was going crazy with doomsday posts and marketers freaking out.

A quick snippet from HubSpot on the update,


announced three brand new updates to the News Feed algorithm specifically meant to improve user experience. How? By providing a better balance of updates from friends versus updates from businesses, publishers, public figures, and local organizations.

Every time Facebook updates its algorithm, brands and marketers freak out. To help you quickly get to the bottom of this change, here's a quick rundown of the three News Feed algorithm updates and how they might affect your Page.

You can read the full story here.

3. A cautionary parable

Not that a Blog written by us is nearly as newsworthy as the above information, however this is a relevant post. If you have tried marketing for awhile but haven't seen the results, then this is a good read for you.

Here's a preview,

The underlying issue in all of this is focus. Is your organization looking to marketing to support sales and growth?  If so, then your inbound marketing and digital strategy need to focus on results. A lot of organizations (and even consultants and marketing firms) focus on activities. If your current goals include ‘getting more Facebook likes’ or ‘increasing your twitter followers’ there is nothing wrong with that. Just realize you won’t get much ROI from this from a sales perspective. If you want your marketing to infuse life into your organization like a bold cup of coffee, then go all in and focus your plan on generating results.

You can find the entire post on LinkedIn. Grab a cup of coffee. You'll see why...

One Last Thing

A quick reminder about our upcoming "SOCIAL 101" webinar on the 28th. 

Whether you are terrified or feel you have a decent grasp, "Social Media 101" will teach you the basics of social media.  This session is designed for every individual in your agency, from CEO to intern.  No matter your role or comfort level with social media, this exclusive webinar will help you and your team turn social media into a powerful communication and selling resource!

During this session you will learn:

  • Why social matters to you
  • How to setup and maximize your profile
  • The "how-to" for the major social networks

Register for "Social 101"


Topics: Adaptive News