Google, YouTube going back to core marketing principle: ad engagement
May 14, 2012
by Tony Fannin, CEO/Partner, BE Branded  | In the recent past, we’ve had many clients discuss their online goals in the context of getting massive views or visitors. They felt, as did most of the business world, that was the main metric that drove success because this is what many of those selling new media [...]

Clutter is killing digital media
May 01, 2012
by Tony Fannin, CEO/Partner, BE Branded  | Over the past several years, web sites have gotten a lot like junk mail. There is too much distraction, it’s crammed with too much information and no one knows what you what them to do since there is no sensible priority of information. Even sites like the Huffington [...]

Study shows Facebook is as effective as TV in engaging your customers
Apr 24, 2012
by Tony Fannin, CEO/Partner, BE Branded  | One of the common beliefs is traditional media, like TV, is more wasteful of marketing dollars than online and social media properties. The old joke of “I know half my money is wasted in advertising, but I don’t know which half.” comes from this idea. Yes, it is [...]

There is a difference between Awareness and Brand Building
Apr 16, 2012
by Tony Fannin, CEO/Partner, BE Branded  | There is a difference between awareness and brand building. Often, many marketers use these terms interchangeably. That would be a mistake and leads to disappointments, leaving them to believe that brand building or awareness doesn’t work. It’s not that the tools don’t work, they were just used improperly. [...]

Online marketing showing signs of “maturity”
Apr 09, 2012
by Tony Fannin, CEO/Partner, BE Branded  | New media may be showing signs of maturity (in the business sense). It’s not that it’s losing money, but it the 400-600% increase of revenues are harder to come by. Many have built their model on selling advertising. The trap that the online world presents is there is [...]