Three Marketing Resolutions for 2018

As 2018 is the first year of business for Bern Digital, I want to get things started properly. Last week I decided to sit down and think about three marketing concepts that I want to apply in my own business and as I deliver work for partners.

My goal was not to set three measurable and achievable milestones to aim for, such as acquiring five new leads through my website, because I want to avoid being too focused on tactics. At the same time, I also didn’t want to reach for something so unrealistic that it doesn’t make sense, like integrating a VR component into every marketing campaign.

This led me to three concepts that I believe are mature enough to be applied to a wide variety of businesses, can help to differentiate my partners from their competitors, and will lead to long term growth. Here’s what I came up with…

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The Importance of Brand Stories in Sports

Stories are Important in Sports - Rocky Balboa

Everyone loves a good sports story.

“Storytelling” is undoubtedly one of the top marketing buzzwords of 2017, and for good reason.

As the number of engagement platforms continues to skyrocket so too does the competition for a share of consumer attention. The current landscape demands that businesses in all industries excel at connecting with their target audiences in a meaningful, emotion-driven manner to drive business results. That applies to sports as much as any other business, where creating relationships with fans is critical to lasting on- and off-field success.

Stories are the key to establishing and reinforcing those relationships.

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IOC: Don’t Even Consider Tweeting About The Olympics

Official IOC Rio 2016 Olympics Look and Feel

Planning a campaign to take advantage of the hype surrounding the Olympics in Rio? That might not be the best idea.

AdWeek is reporting that the International Olympic Committee and the United States Olympic Committee will be enforcing their right to prevent businesses from speaking publicly about the Olympics.

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“Industry Standard” Is A Dirty Word

industry-standard-dangerous-comparison-concept

There is more than one type of dirty industry standard.

Yeah, I know industry standard is two words, but the title is much catchier this way.

On their own those two words are great for describing major economic segments and mediocrity. When combined they form one of the most dangerous and misleading phrases in business and marketing.

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I Use an Ad Blocker: An Admission of Guilt

times-square-so-many-ads

I have to come clean. I’m a digital marketer and I use an ad blocking plugin. I actively promote digital advertising for clients and partners while protecting myself from seeing those ads. That said, I fully stand behind digital advertising – specifically PPC, paid search and other programmatic options – as one of the most effective and profitable methods for driving real, measurable business results.

Why I Use An Ad Blocker

But before I get to that, let me explain my situation. On my personal computer I use Adblock Plus to hide as many ads as possible while I am browsing the web. Why? Because the user experience is better. It just is. Not only is it more enjoyable and less distracting to browse without ads, but pages load much faster. There is less data to be downloaded, which is especially significant for mobile devices as the major wireless carriers are increasingly monetizing the use of data. The importance of quick-loading pages for mobile is highlighted by what Google is doing with their Accelerated Mobile Pages project and Facebook is doing with Instant Articles. Clearly a lightweight mobile experience is what the end user wants.

Then why not block ads, right? Well, as a digital marketer, it’s not that easy…

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