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Posts published in 'Marketing' category

Pearls from IGNITION WEST: Future of Mobile conference

written by Nelly Yusupova
Nelly Yusupova
Topics: Business, Events, Marketing, Technology
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I had the pleasure of attending IGNITION WEST conference last week in San Francisco. Organized by Business Insider, the event explored the future of Mobile.  I was really excited to be in a room full of people interested in one of the hottest trends right now.

The Current Trends in Mobile

The Business Insider’s team kicked off the conference with the discussion on the current trends in mobile…the growth of smartphones and tablets, the platform wars, and how consumers are using mobile devices. 

Last year the number of smartphones sold exceeded the number of PCs sold and the potential for growth in mobile is still enormous and in fact, we’re still early (835million SmartPhone users vs. 5.6billion DumbPhone users).

mobile devices growth

The opportunities in mobile

 View the Full Slide Deck.

The Future of Mobile Apps

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Facebook new business page layouts…what you need to know

written by Nelly Yusupova
Nelly Yusupova
Topics: Business, Design, How-To, Marketing, Social Media, Tech Tools, Technology
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Wow, I guess technology literally changes every day!  Two weeks ago I taught a workshop for NYC Webgrrls on the benefits of building Facebook Landing pages, bringing them the latest and greatest techniques of Social Media marketing. “Visitors who visit your page and land on a custom Welcome page are 47% more likely to Like your page”.  Starting March 30, creating a landing page on Facebook will no longer be possible!

Facebook announced, last week, that starting March 30, they are forcing all Facebook Business Page owners to convert to the new timeline format, which will completely eliminate the custom landing page option. In fact, a call to action on a Facebook business page will now be against Facebook’s terms and conditions! (see more details below)  (Note: you can still use your custom tabs in your Facebook Page).

New Facebook Page Layout:

New Facebook Layout Template

(click to enlarge)


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Creativity in Business

written by Maria Botta
Maria Botta
Topics: Business, Career, Leadership, Marketing, Technology, Work-Life Balance
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I work in a creative business – the business of creativity to be exact, and I see how difficult it is for some business people and academics to understand HOW a creative approach can help a business grow. But in today’s business environment, I can’t imagine a thriving business that is not looking at their business in a creative way.

The subject of creativity in business has been on the forefront lately, discussed in business blogs and articles in serous publications. There is no question that the termCREATIVE” is getting some major traction, according to LinkedIn (based on 135 million professional profiles in several languages), in 2011 “CREATIVE” was the most overused buzz word on user profiles in the US, Canada, Australia, Germany, Netherlands, UK.  But what the heck does it REALLY mean in business ?  

What does creativity mean in business?

Does this mean that executives should immerse themselves in afternoons of finger painting in order to find their inner creative mojo? (I am sure this wouldn’t hurt in the least). For the most part business people have been indoctrinated to draw inside the lines, and to ask them to reverse this way of doing things is quite radical, so how can you change this?.

In one of my favorite business books, Daniel H. Pink’s A Whole New Mind , Pink suggests, that the era of “left brain” dominance, and the Information Age that it engendered, are giving way to a new world in which “right brain” qualities-inventiveness, empathy, and meaning-predominate. But how do we make this change that Pink describes? How do we transition from the predominance of the left brain into the right brain?

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Some of the Best LISTS of 2011

written by Maria Botta
Maria Botta
Topics: Blogs, Business, Design, Education, Events, Marketing, Social Media, Technology, Women in Technology
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In that weird time between Christmas and the start of the next year, I love reviewing the year. My 2011 has been quite remarkable, I accomplished many goals and ticked off a few things on my bucket list, including graduating from Thunderbird in Europe, attending Sundance, visiting India and Germany – and overall, just had a wonderful time of travel, friends, and family throughout. 

Now it’s time to read the Top and Best of lists for the year, and as 2011 winds to an end, and we start to get a peek at 2012, it’s time to review what 2011 brought us…. and some of the lists it has spawned.

Here is a list of some of the Best Of lists of 2011 that I have found… I would LOVE to hear some of yours!

  1. 50 Economic Numbers From 2011 That Are Almost Too Crazy To Believe
  2. 19 Biggest Social Media Moments of 2011
  3. 2011 Top Ten Global Topics
  4. Top Selling DVD’s
  5. 2011 Best Companies to work for
  6. The Best Movies of 2011
  7. The Best Artists of 2011
  8. Top 10 Songs of 2011
  9. The Best Games Of 2011- Awards
  10. The Best of Ted Digital
  11. The Best Cocktails of 2011 and where to drink them
  12. Top Cars of 2011
  13. The Top 10 Marketing Infographics
  14. Best Photos Of The Year 2011
  15. The Best of 2011 by Discovery
  16. 10 Best Commercials of 2011
  17. 2011 Year in Review: Best in art
  18. 50 Best iPhone Apps 2011
  19. 2011 Top Ten TV Shows
  20. The 50 Best Websites of 2011
  21. Best Books Of 2011
  22. 2011 Best Dressed Celebrity Women
  23. Forbes Most Powerful People
  24. Best Of 2011 Pop Culture’s Tastiest bits
  25. Best of 2011 – The Superficial
  26. Forbes Most Powerful Women
  27. The World’s Best Hotels 2011
  28. Best Young Tech Entrepreneurs
  29. The Best Mixtapes of 2011
  30. The Best of 2011: Job Search and Recruiting
  31. The Best of 2011 – AOL
  32. Best of 2011 Brands and Films
  33. Most Admired list of 2011
  34. Top 10 Wines of 2011
  35. 2011 Best Places to live
  36. The Most Viral Fortune 500 Brands

So the Myan calendar ends in 2012. So what? My calendar ends in December. I just buy a new one. ~ Mr. Youngblood Geography teacher

And in 2012, pending that the world won’t end, here are some interesting lists of things to look forward to.

  1. Color of the year 2012 – Tangerine Tango
  2. The Top 10 Franchises for 2012
  3. Where to Invest 2012
  4. 2012: Beginning of the End or Why the World Won’t End?
  5. The List: 2012

Now as I am thinking ahead to 2012, making my resolutions, planning, strategizing and imagining what the year ahead may bring… I wish you all an amazing 2012.

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The rising importance of online video.

written by Maria Botta
Maria Botta
Topics: Business, Career, Marketing, Technology
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As consumers spend more and more time online, it’s critical for marketers to reach our consumers at the right time, with the right message, communicated in the right way. Tools that help drive those insights help us stay on the cutting edge.
~ Gayle Fuguitt Vice President, Consumer Insights, General Mills

Most of my career I have worked as a traditional producer, and have had the privilege of working on commercials, TV programs, documentaries, long and short form film projects, corporate videos and pretty much any form of moving image communication – but in the last 3 years I have gone from producing traditional video communications, to producing video content specifically for online dissemination across proprietary and for pay platforms.

I have to say, it is a very exciting time, as we witness the evolution of the internet, going from a static environment to that of moving images. Marketers are creating online video for everything from replacing boring static online catalogs, to fully branded webisodes.

This evolution has created a new medium in itself, completely different from the antiquated platform of TV, so it’s no surprise that this new medium presents a challenge to advertisers and marketers on HOW to message the audience. The online environment has infinitely more channels, and there is lots more content ….. this represents a great challenge and an opportunity for marketers to truly engage their audiences. What I like is that there are no hard and fast rules regarding this new medium, so it’s exciting to come up with ideas as you go along.

Instead of “adapting” a :30 or :60 ad made for TV, and recognizing that this is a new medium – my clients have created video communications specifically designed to engage online audiences.  In the past 24 months alone, I have worked on 5 different online video projects, for 5 very different clients, with very different communication goals. All of them chose to include online video as a cornerstone to their overall marketing strategy – and all have achieved great results by doing so.

Research shows that creating quality original content represents a huge opportunity for brands, because original content has the best effect on consumers’ recollection of brands, as well as fostering positive sentiment.

Below are some of the projects that I mentioned.

  • A non-profit start-up, used a short film to illustrate their work and their mission. The video was used for fundraising purposes, and the results have been great.
  • For General Mills, we created 20 “How to videos” in English and Spanish. The videos where then deployed on their proprietary microsite as well as on several independent channels including youtube.

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Bisquets de Queso y Bizcochos de Fresa
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  • To increase attendance at an annual national conference, one of my corporate client in the software development space, we created several “invitation” and “welcome” videos that not only were deployed on their website but also as part of an email campaign.  As a result, they increased their attendance by 30%. 
  • A film for the NROTC for the US Marines, geared to the parents of prospective NROTC candidates. 
NROTC (Naval Reserve Officer Training Corps) Marine Option

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  • While at Graduate School at Thunderbird, I directed and produced for the Marketing Department 4 candid student interviews, that are used on their YouTube Channel and for recruiting.  
    Executive MBA Student Perspective – Choosing Thunderbird
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All of these projects involved telling a story, an entertaining story that connected with their audience and compelled them to listen and watch. 

The growth of online video has been exponential

  • According to a recent study by emarketer, US online video ad spending will grow by 43.1% in 2012 making it the fastest-rising category of online spending.
  • In 2015, online video ad spending will reach $7.11 billion.  
  • The total US internet audience viewed an all-time high of 42.6 billion videos in October.
  • 184 million US internet users watched online video content in October for an average of 21.1 hours per viewer, according to comScore.
  • A study by Philips (electronics) found that 80% of people who watch video content online do so on laptops

It’s still going to be about the people who can tell a story, you can own the TV network or outlet but you need to hire the people who can tell the story or you won’t own it for long. Michael Eisner, former CEO of Walt Disney and founder of The Tornante Company

One of the reasons that marketers are moving towards online video content could be the growing migration towards watching content online, the 2010 study from the Pew Internet & American Life Project, indicates that 69% of adult internet users, or roughly half of all U.S. adults (52%) have used the internet to watch or download video.

It’s not only important to produce a good quality video that engages with your audience, but it’s equally important to deploy the content on all relevant platforms, including social media and proprietary websites. Your video can be as simple as the ones I featured or as complex as creating webisodes.

Still, there are some challenges, including clients understanding how to properly measure ROI. However, there are better technologies to do so, and changing monitization models – this is all very fluid stuff because constant refinements are happening everyday.

If your company is not using video communication as part of your marketing strategy, you are missing an amazing opportunity to really connect with your audience with a message that is relevant. You can start small by experimenting with simple videos and move on to more complex ideas – but don’t wait!


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