Society, Food, Technology, Marketing and more
Data privacy, online security and tracking should be a concern for all of us. Harry has put forward ideas and concepts for modern marketing that give consumers choice over how they wish to consume content.
When consumers opt for ad sponsored content, media buyers, ad network operators, and publishers should have the data they need to best monetize their content.
Consumers should feel safe that their data isn’t being mishandled or misused.
I promise you that content marketing works but it takes time and effort; critical details need to be thought through. Producing the first piece of content, in the first format that comes to mind is no more likely to work than asking the first person you see to marry you.
Large or small, if you are looking to build awareness and influence for your brand, most experts will tell you that content marketing is crucial if not a critical step. I agree.
As critical as it is would be content marketers often fail to think beyond the first few content types they know. Just because a marketer knows about blogging doesn’t mean it is the right choice. Educational content (for example) is often overlooked.
There are many questions to ask about tone, voice and style, assuming blogging is right for your audience
[Read more…] about Educated Content: Why Content Marketing Works
Real-time marketing doesn’t restore the balance of power to brands, but it does give brands a better footing and platform to define themselves in the dynamic and chaotic world of real-time communications.
Remember, real-time marketing technologies are only now emerging, and they will continue to evolve for years. Some people use the term only as it relates directly to social media and real time engagement. (See: How to Market in Real-Time.)
Dear friends,
July, 2017
The transformation of this site is nearly complete. Hawk Digital Marketing’s home page has been merged into this site. It can be found at:
https://www.talkingabouteverything.com/hawk-digital-marketing/
We have added channels for the sub-topics covered by the Talking About Everything podcast. More will be coming in the months and years ahead. Each of the sub-channels is available as a stand-alone podcast on iTunes and Google Play. The channels will allow folks to subscribe to the precise content they wish e.g., Food Culture vs. Integrated Marketing and Communications.
https://www.talkingabouteverything.com/channels/
Podcast vs. Blog
Nearly all of our posts contain audio, and those are available through our main podcast “Talking About Everything.” We do have a few posts which contain no audio. These prose only posts are listed under the blog category Hawk Digital Marketing.
https://www.talkingabouteverything.com/category/hawk-digital-post/
January, 2017:
This site has been transitioned. This new site is running on WP, and the podcasts themselves are being hosted with Blubrry. The prior vers. of the site was running on Blogger and the podcasts were hosted at LibSyn.
The AMP vers. of the site is largely working. If you are on a mobile device try:
This an archive of my Youtubular Conversations #podcast. All episodes first appear on the FIR Podcast Network.
All around the world the Gay community takes to the streets to celebrate and to promote our right to self expression and self pride in the face of intolerance. Every city is different and unique; in the mid 1990’s I attended Tokyo Gay Pride… there were more folks in the parade than watching.
American’s from the United States are often geographically challenged. CDMX or Mexico City, Mexico is the largest city in North America.. and if queerness is distributed equally by population; CDMX has to also be the largest gay community in North America.
On the art of gender-performance, specifically gender non-normative pieces and the nuance of drag.
The term quantum entanglement describes a relationship between pairs of particles that extend through time and distance… an action on one particle in the pair influences the other. Harry Hawk in 2010 coined the term social entanglement (on Episode 597 (Auto Play) of the Hobson & Holtz Report, podcast) to describe a similar connection between brands and consumers in response to a marketing mindset that overly focuses on the active stage of consumer brand interaction… known colloquially as engagement.
This mindset seeks continuous or continual engagement with a consumer without any contemplation that the consumer may not be fully devoted to the relationship and may have 100’s of additional brand relationships. @BrianBoland quoting a TechCrunch article (4/3/2014) “we noted, ‘The total number of Pages Liked by the typical Facebook user grew more than 50% last year. Brian is the VP of Ads Product Marketing at Facebook; this implies consumers have 100’s or even 1000’s of Brand relationships.
In real life consumers have connections to Brands they do and do not grant custom, including those they aspire to and those they eskew. It is neither sustainable nor beneficial for a brand to continuously bombard their customers with attempts to engage.
My theory of social entanglement posits a connection between brands and consumers that survives time and distance and is actively maintained by both parties. Engagement typically is triggered when an individual consumer has a unmet need or desire; they may be seeking new clothes, shoes, a new car, a new home, a new job, a place eat, travel or just something to watch or enjoy. Consumers may be entangled with multiple Brands that can meet their need (e.g., Ford, GM, Honda).
Engagement is also triggered by exposure to content. Traditional marketing theory suggests consumers purchase from a selection of Brands of which they had previous awareness. This is known as a consumer “decision set.” Today through search tools, consumers easily find Brands of which they had no prior awareness; consumers quickly locate friends, neighbors and even strangers to help rank, suggest, and rate those brands/products. Brand loyalty, prior awareness of Brands, and intimate knowledge of products or services is not longer needed to “drive” purchase decisions.
Today there is an even greater imperative for Brands to entangle consumers. When purchase decisions are “afoot” a recent study of KLM demonstrates that socially active (e.g., entangled) Brands receive greater consideration restoring some element of a decision set to consumer purchases.
Historically a brand could only attempt to maintain awareness which was difficult to measure, track and maintain. Using digital marketing tools entanglement can be created, maintained, monitored, nourished and measured. Entanglement goes beyond simple awareness through consumer grants of permission sets to each entangled brand. Entanglement and digital marketing tools, when properly set up with transparency and respect can detect the changes occurring before or after consumers become cognizant of unmet needs allowing a brand to increase communication frequency and volume.
HawkDigital Marketing is focused on bringing brands and people together. We build communities of interest based on trust and transparency where consumers and brands can converse, learn, discuss, or solve problems together. We build awareness for your brand, while creating a long-term connection (Entanglement) between you and your customers. Once connected we help you engage, communicate, sell, present, educate, and inform. Evolve your communications with us.
Content strategies are an essential part of working to attract and retain current and potential consumers. Good content builds a relationships with consumers, families or businesses.
Creating content, that is regular and consistent is vital to attract new and historic customers to your community and brand rewarding everyone by constantly informing, educating, or entertaining.
Content distribution is optimized to include earned, owned and paid media so that each type of media, each network and all channels are used effectively and efficiently. Your brand(s) will maintain a connection to consumers over time and distance (Entanglement) while minimizing expenses and maximizing opportunities for mutual engagement and influence. This includes paid social, search engine marketing (SEM), and audience building on various platforms like Facebook, Adwords, LinkedIn, AdRoll, Twitter and others.
We can help you setup Google Analytics, Innertrends, PiWik, MixPanel or other package to measure and monitor results across channels and media. Don’t just measure page views, track specific user journeys including eCommerce (revenue), awareness, activation, retention and referrals. As you create stories that unfold across media and communities (transmedia storytelling) learn how those stories impact user actions, and activities.
If you’re curious about our services, reach out to Harry on Twitter @Hhawk or email!
Talking About Everything with Harry Hawk #podcast. This is the global repository for all of my audio content, including audio recorded for other shows, and networks.
