Miguel Castillo-Clark

The Big Divide Between Influencers and Companies Several studies have been conducted to see how social media influencers compare to regular brands in terms of engagements on posts. NewsWhip's study done in June 2017 revealed that the metrics between the two were very different. "JetBlue averaged 2,363 engagements in June on its owned posts, while influencer posts garnered an average of 241,226 engagements"( eMarketer ). This divide is the norm throughout all of social media.  So how do these influencers make money? And why?  Companies and brands approach influencers with either requests for a post, a series of posts, or a campaign to promote their product/brand. "Fellow fitness influencer Lyzabeth Lopez, creator of the Hourglass Workout, charges between $3,000 and $5,000 per post, and between $20,000 and $100,000 per campaign" ( Forbes ). Just to give you a ballpark estimate on how much. YouTube campaigns can run up as high as $300,000 for a campaign!!  ...

Snapchat: The baby of social media Snapchat is the latest social media platform to gain a major following. Its users are primarily 13-34 years old and it is used for video and image messaging. Be an Influencer The latest trend sweeping the internet is individuals gaining large amounts of followers on social media and becoming influencers. This allows these people to connect with others in a way that promotes their ideas, beliefs, and lifestyles. Influencer Marketing If they gain a large enough following they may be subject to offers from product owners and other businesses. These businesses want to take advantage of the influencer's audience to raise awareness for their own business. Best way of reaching out to an influencer is to develop a relationship with them before you ask for anything. Also, making sure that both party's audiences are alike.  Launch New Products If your company is releasing a new product or line, you can use Snapchat to raise aw...

Cater to Mobile Users The user journey has now changed due to the rising use of mobile. By 2022, Over two-thirds of the world are going to have access to a mobile device. Understanding that mobile advertising is different than regular old fashion marketing is the first step in creating an effective marketing strategy.  Searches Tend to be local Understanding how your customer base will be searching for your business is crucial. On a mobile device, they may be simply looking for a phone number or address. Finding this information out will help you achieve your business goals much more efficiently. You don't necessarily want to advertise towards the user for a sale if what they are searching is at the start of your sales funnel. Pick your moments! Simple is the name of the game On mobile, there is limited screen space. Don't overload the consumer with a bunch of information they don't need yet! Again, finding out the steps your customer base takes when...

Digital is Always Changing The world we live in today is changing at rates never seen before. Viewpoints, needs, technology, laws, workplaces, and more are changing rapidly. I have been reading lately industry news and this article was interesting:  Digital Transformation 2.0 Touched upon the following subjects: bringing in experts vs training current employees, coding skills on the uprise, and the legacy mindset. Experts vs Training Employees A dilemma that is happening in the professional world is that companies are deciding whether to bring in outside talent or train their current staff. What is taken into consideration is when they need these skill-sets because they have to take time to train the employees.  Would you rather add another salary to your company or pay to train a current employee? Coding Skills On The Rise Over the last year, there has been a rise in demand for coders. Specifically in Ruby, Hybris, and other development platforms....

As I have gained experience in Digital Marketing and through taking the Google Adwords & Landing Page Optimization course at Eastern Michigan University, I have become interested in PPC Marketing. The PPC Job Package Work Remotely The ability to work from home or on the go is a great benefit in any job. I have a passion for traveling and adventure so this job path would allow me to take my job with me if I choose to.   Learn the Platforms Part of any trade is learning the job and with PPC that means learning the platforms in which you will be using. I began with Adwords, as I have been working with a non-profit, The Preeclampsia Foundation , managing their Adwords campaigns this summer. It has been a delightful experience working with them as well as learning the platform.  I am looking for experience in Facebook, Instagram, and Twitter. As these are the largest platforms within internet advertising.  A Changing Industry I don't want to be ...

iPhone and the Evolution of Mobile Engagement The introduction of the iPhone 10 years ago initiated the way we live our lives and are marketed towards today. The front facing camera was introduced in 2010, is when mobile engagement really took off. This is when the selfie started making appearances for the first time. A study by Localytics has shown that 26% of consumers abandon an app after one use. With around 5 million apps, I believe that the market is saturated. Since people only primarily use about 3-5 apps, it is difficult to be successful in this market. With an app, the company will have to convince the customer to download the app, the first conversion, then have the customer perform specific actions on the app itself. Depending on the company and industry this can be a challenging process.  The best way of targeting the customer, I think, is through a mobile-optimized or responsive website. This is because you simply direct traffic to your site instead of the...

Major  🔑  Alert:  KPI's in 2017 Key Performance Indicators are essential to growing your business and brand. Monitoring these metrics will allow one to keep track of how your audience is reacting to your digital presence. What has worked in the past may not necessarily work now. So it is important to keep up to date with the latest and greatest indicators.  Navigation Paths and Popular Pages Knowing and analyzing navigation paths that your audience takes can show you where to optimize, what pages/content are popular, and what are the exit pages.  Popular pages let the content creators what is popular and resonating with their audience. Through this analysis, one can track the effectiveness of content creation. Exit pages show where customers drop off in the sales funnel as well as where to further optimize the site.  Conversion Rates Emphasis on conversion rates and achieving goals is 🔑.  The average conversion rate is around 2%,...