Authorities Release Identity Of 9-Year-Old Biking Victim *Update*

first_imgUpdate (May 27 @ 2:00 p.m.)Authorities have released the identity of the 9-year-old who died after a bicycle accident at the Mounds Recreational Area campground on Saturday.Carley Rice, 9, of Clinton, Ind., was taken by Air Care to Children’s Hospital in Cincinnati where she was pronounced dead.The southwest Indiana native was with relatives at the state park.First Report ( May 26 @ 12:23 p.m.)A 9-year-old female has died following a bicycle accident at the Mounds Recreational Area campground near Brookville on Saturday.Witnesses told conservation officers that the girl was riding down an incline when she tried to slow down but the bike traveled off the roadway and hit a ditch.The impact caused her to hit the handle bars and the girl suffered injuries to the neck and throat area, according to the Indiana Department of Natural Resources.Bystanders rushed to her aid before emergency personnel arrived on the scene and transported her by aircare to Children’s Hospital in Cincinnati.The accident remains under investigation.Responding agencies include the DNR, Brookville City Police, Franklin County Sheriff’s Department, EMS 2 and the Blooming Grove Volunteer Fire Department.last_img read more

Towns Grapple With Minimum Wage Hike

first_imgMiddletown, with nearly 70,000 residents spread out over 58.7 square miles, is one of the largest towns in Monmouth County and, like many other municipalities, the township employs maintenance, department of public works operations and recreational workers at minimum wage. “Though an exemption would have helped us financially, it would’ve put us in a tough spot because it wouldn’t have allowed us to compete for quality workers,” Mercantante said. “Many of our minimum wage workers are in our DPW. It’s hard work. If someone can make more by working a less physically strenuous job at Burger King or Kohl’s, that’s where they’re going to go.” In Two River towns like Middletown, Highlands and Fair Haven, township administrators are grappling with the numbers. For example, Gonzalez pointed out that many municipalities employ crossing guards. Cerra said the League of Municipalities hoped the bill would exempt local governments from the minimum wage hikes, but Mercantante did not agree with that view. Fair Haven administrator Theresa S. Casagrande said the wage increase will impact municipalities differently, but it could also serve as a benefit to some. Under the landmark minimum wage bill recently signed by Gov. Phil Murphy, municipalities will now have to pay workers $10 an hour beginning July 1, up from $8.85. That wage will gradually increase to $15 by 2024. Middletown Township administrator Anthony P. Mercantante said he has done a study of the township’s work- force and determined that the minimum wage boost will affect 17 workers in July. But that number will grow as the rate gradually increases and more workers must receive pay increases. By 2024 when the minimum wage reaches $15 an hour, the number of employees af fected by the bill will be 112. Mercantante called the bill “misleading.” Both Perry and Gonzalez said they wish there had been more communication between legislators and municipalities before Murphy signed the bill, a sentiment shared by state Sens. Vin Gopal (D-11) and Declan O’Scanlon (R-13). Both voted against the bill. “It’s a ‘ripple up’ effect that wasn’t considered,” Mercantante said Wednesday. “Some of our contracted workers have mandatory separations between levels of workers. This is seen a lot in the police department. If a minimum wage worker is required to make $15, by contract their super visor is going to have to receive a raise, too, and so on.” Middletown Mayor Tony S. Perry said if all services and programs remain the same, taxpayers can expect that raise to increase its annual township budget by approximately $750,000. Gopal agreed some groups should have been exempt from the bill. “While there may be merit to increasing the minimum wage, legislators did not look at the other cost drivers connected to it,” said Cerra. “Municipalities are not private sector. We operate under a 2 percent cap. Because of these other cost drivers, this bill is like death by a thousand cuts.”center_img The increase will immediately affect municipal budget planning in towns large and small, said Michael F. Cerra, executive director of the New Jersey State League of Municipalities. In coming days, the League will release a comprehensive guide to help its 565 member municipalities absorb and adjust to the new law. It has expressed its opposition to the wage law, fearing it could force some towns to either increase fees or reduce or eliminate services. “If raising wages can help you attract and retain high quality part-time employees it’s going to be a benefit to your town. And it’s beneficial to hire these types of quality part-time workers, because most do not qualify for benefits and it’s not as expensive for a town.” “A lot of people question that number, that it doesn’t sound right, and think it’s an impossibility. What they’re not considering, and what hasn’t been clearly explained by legislators, is the total compensation and the downhill rolling effect it has on taxpayers,” Perry said. Highlands Borough administrator Kim Gonzalez said, in the case of her town, with a population of about 5,000 on 1.4 square miles, and others like it, smaller size means a smaller budget with maneuvering needed and little wiggle room to spare. “Guards don’t usually start above $10 an hour, let alone $15. It’s something all towns need to watch and it can make a big impact on a community,” she said. Seasonal workers are not included in the bill. “We’re hoping to not have to cut services or programming, but I am reviewing our budget right now and decreases in certain areas are needed,” Gonzalez told The Two River Times Feb. 12. “We do have to see if we need to get rid of some expenses. Whether it be a small service to residents or something else. It’s unavoidable. This (bill) is going to impact us. When you’re a smaller town, working with a smaller budget, the dollars and cents add up.” “Municipalities are calculating their new budgets and preparing for the effects of this bill as we speak,” Cerra told The Two River Times in a Feb. 13 interview. “We all want people to make as much money as they can and there is room for a wage hike, but a lot more work needed to go into this bill.” O’Scanlon said to The Two River Times in a Feb. 11 interview. “No one can predict what will happen five years down the line or one year down the line. And now that it was signed I honestly don’t think we’ll revisit the bill five years from now if the economy is in bad shape,” O’Scanlon added. O’Scanlon believes the bill should have included a “pause button” of sorts, in which small businesses, nonprofit groups and even municipalities could increase wages immediately, but in a year’s time adjust those wages up or down based on the strength of weakness of the economy. “This is a terribly written bill that is going to hurt non-profits, hurt small businesses and hurt municipalities,” Gopal told The Two River Times Monday afternoon. “The ones who will benefit most are the big corporations because they can absorb costs. This is a dangerous piece of legislation.”last_img read more

Winger Feeney agrees move to Bolton

first_imgLiam Feeney has agreed a two-year deal with Bolton. The 27-year-old winger, from Hammersmith, will formally sign for Wanderers after his Millwall contract expires at the end of June.Feeney, who went to school in Brentford, began his career with Hayes, where he spent two years.Subsequently signed by Bournemouth, his performances on the south coast attracted interest from Millwall, who bought him for £200,000 in 2011.He had a spell on loan at Bolton earlier in the season, making four appearances for them, and ended the campaign on loan at Blackburn.See also:Wembley is the next stop on Millwall man’s ‘great journey’Follow West London Sport on TwitterFind us on Facebooklast_img read more

Exterior Insulation for an Ugly Brick Building

first_imgHow do you insulate an old building with exterior walls made of structural brick? The best approach, according to building science professor John Straube, is to install a continuous layer of exterior insulation. Straube told me, “It’s a great solution for ugly buildings.”This approach was used a few years ago in a rehabilitation project in Brandon, Vermont, by a nonprofit developer of affordable housing, the Housing Trust of Rutland County. The developers converted a remarkably ugly three-story brick office building into attractive, energy-efficient apartments for low-income Vermonters. To insulate the walls, the project team decided to install 4 inches of polyisocyanurate on the exterior side of the existing brick walls. They also transformed the existing flat roof by installing new roof trusses with generous roof overhangs. The building had been abandoned The building acquired by the Housing Trust was the former administration building at the long-closed Brandon Training School, which operated for years as an institution for developmentally disabled Vermonters. When the rehab project began, the administration building had been empty and unused for over ten years.Using a variety of funding sources — including funds from the federal low-income housing tax credit program, the Vermont Housing and Conservation Board, Vermont Housing Finance Agency, Department of Housing and Urban Development, and USDA Rural Development — the Housing Trust converted the building in 2013 to 18 apartments.The project architect, Laz Scangas of Arnold and Scangas Architects in St. Albans, Vermont, shared details of the rehab project at a presentation he gave at the Better Buildings By Design conference in Burlington, Vermont, on February 8, 2018. The existing building was nothing special The existing 24,393-square-foot brick building was built in 1956. “It was a a basic box with a flat membrane roof,” Scangas told attendees at the Burlington conference. “It was… Start Free Trial Already a member? Log in This article is only available to GBA Prime Memberscenter_img Sign up for a free trial and get instant access to this article as well as GBA’s complete library of premium articles and construction details.last_img read more

Roger Federer wins in Dubai to begin latest bid for 100th title

first_imgGrace Poe files bill to protect govt teachers from malicious accusations Urgent reply from Philippine ‍football chief LATEST STORIES Private companies step in to help SEA Games hosting ‘We are too hospitable,’ says Sotto amid SEA Games woes PH underwater hockey team aims to make waves in SEA Games PLAY LIST 02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games02:11Trump awards medals to Jon Voight, Alison Krauss Oil plant explodes in Pampanga town The two other seeds in action beside Federer lost.Nikolaz Basilashvili, the highest-ranked Georgian in ATP history at No. 19, upset fourth-seeded Karen Khachanov of Russia 6-4, 6-1, and Jan-Lennard Struff of Germany spoiled seventh-seeded Milos Raonic’s Dubai debut 6-4, 5-7, 6-4.Basilashvili will play for a spot in the quarterfinals against defending champion Roberto Bautista Agut of Spain, who beat Indian wild card Ramkumar Ramanathan 6-4, 6-3.ADVERTISEMENT But Kohlschreiber forced a third set between them for only the third time. In that set, Federer forced an error to break for 2-0 and held, and cruised home.“(My thinking was to) just somehow get through. Somehow try not to lose,” Federer said. “I’m very pleased I was able to find a way. I actually played a really good third set, I thought.”FEATURED STORIESSPORTSPrivate companies step in to help SEA Games hostingSPORTSUrgent reply from Philippine ‍football chiefSPORTSPalace wants Cayetano’s PHISGOC Foundation probed over corruption chargesFederer won his 99th tour title in October in Basel, and his bid for the 100th has ended so far in two semifinals, then the fourth round of the Australian Open.Next up for him is Fernando Verdasco, the 2017 Dubai runner-up to Andy Murray. Verdasco beat Italian qualifier Thomas Fabbiano 3-6, 6-3, 6-2. Roger Federer of Switzerland returns the ball to Philipp Kohlschreiber of Germany during their match at the Dubai Duty Free Tennis Championship, in Dubai, United Arab Emirates, Monday, Feb. 25, 2019. (AP Photo/Kamran Jebreili)DUBAI, United Arab Emirates — Roger Federer’s latest attempt to win his 100th ATP singles title made a shaky start at the Dubai Championships where he overcame Philipp Kohlschreiber 6-4, 3-6, 6-1 on Monday.Federer entered the first-round match with a 13-0 record against the German, and broke in the first game to run through the first set.ADVERTISEMENTcenter_img Don’t miss out on the latest news and information. PDEA chief backs Robredo in revealing ‘discoveries’ on drug war World-bound Sports Related Videospowered by AdSparcRead Next SEA Games hosting troubles anger Duterte US judge bars Trump’s health insurance rule for immigrants View comments MOST READlast_img read more

Matt Rutherford Answers the Proust Questionnaire

first_imgMatt Rutherford is the the web strategist and technology producer for  Remix Sun Tzu YouTube channel Favorite newspaper(s)? ‘, Clay Shirky’s ‘ Richard Branson Who was your best manager? . Incidentally, they’re all creating space companies, something that fascinates me. Intelligence and efficiency.  ‘. I also studied  The Economist Favorite business book(s)? A horrendous cliche, but I’d still have to say my iPhone. At least until a better Android phone comes out. Where do you do your best thinking? Device you would never give up?  here What would you like to be the world’s best at?    in the original Chinese, which sounds incredibly pretentious, but was highly useful nonetheless.  Your first “real” job? Originally published Dec 19, 2008 8:15:00 AM, updated March 21 2013 Here Comes Everybody Charlie Rose . A frivolous but beautiful iPhone app called Camera Bag, that converts your photos into classic camera shots (Poloroid, Holga, etc). You can see a few shots  . It has a certain English tone of voice, which I find quite appealing. (NB: I’m English). Blog you read most frequently? A paperboy at 13. I had to get up at 6 a.m. every day for two years. I have no idea how I did it. Social media tool you actually use? Your favorite software application? Person that inspires you? . Pirate’s Dilemma At the moment: Matt Mason’s ‘ Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Elon Musk ,  . He’s also a guest contributor on  I’ve never really worked in a formal company with a ‘manager’, it’s always small organizations with protean structures.   ‘, Larry Lessig ‘ Jeff Bezos Facebook Around 1:30 a.m. on weeknights, at my desk.  , where he’s created a popular  What do you most value in employees/colleagues? Techmeme I’d like to be the best at distilling and communicating complex information. The world is getting exponentially more complex within our lifetimes – the conduits organizing this information for the public are going to become increasingly powerful.  TechCrunch , last_img read more

Interview With Copyblogger Founder, Brian Clark

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Blogging Topics: Originally published Jul 16, 2009 11:00:00 AM, updated March 21 2013 Brian Clark is the founder of Copyblogger, a blog about using copywriting and social media for online marketing.  It now has over 60,000 subscribers and is ranked as a top blog on Advertising Age and Technorati.1. How did Copyblogger get started? What made you think a blog about copywriting would be so successful?I didn’t think a blog about copywriting would be successful, but I did think a blog about the intersection of copywriting and blogging might have a shot. Put another way, it’s the intersection of content and marketing, and I had been using online content marketing since 1999 to sell everything from professional services to software. Now the term “content marketing” has come into vogue, and that’s what Copyblogger has really always been about. 2. What are the three most important things you’ve done to help you build your blog — to build subscriptions, inbound links, and recommendations from other bloggers?1. Great content that is designed to spread.2. An understanding of how social media works and changes.3. Real relationships with those who can help get the word out. 3. How should bloggers balance the desire for a broad audience with the need to focus on a specific topic? Too specific, and your audience is limited; too broad, and you’ll have few original insights to offer.It’s true that being too specific can hurt you, but only in the extreme. A strong focused niche audience will prove more valuable than a general unfocused audience of larger size. One shouldn’t water things down as far as subject matter or personality just to attract a larger audience.4. Marketers are very concerned with the quality of the traffic on their site. What can you do as a business blogger to make sure you have quality traffic?Stay on topic. Find a way to make your content sexy AND on point rather than going off track to attract traffic that is ultimately worthless.5. Many bloggers deliberately post controversial opinions in order to gain attention. Is this a good strategy for a small business blogger?I think positioning yourself so that some will love you and others will ignore you or even dislike you is smart. If you stand for something strongly, that will naturally happen. And if you do that, you don’t have to purposefully be controversial. Often bloggers attract the wrong kind of audience when they purposefully try to be controversial in an opportunistic way. Stand for what you beleive in and don’t back down, and things will naturally happen without being ugly. 6. Business bloggers need to get value out of their blog. What’s the best way to get this value — and to measure it?Sell something and count how much money you make. 😉 7. What are your favorite business blogs? Why?Seth Godin – Always thought provoking ideas about smart marketing. Brogan – For a popular business blogger, he has an amazing “beginner’s mind” that allows for any and all possibilities. Fortin – Just a damn good copywriter who also seems to get social media. Book – Aaron Wall is an SEO ninja, but he also understands that ranking well in search engines is a function of strong marketing and an understanding of human psychology. Gray – For those who can’t deal with the noise from Tech Crunch et al, Louis tells you what’s important about Web 2.0 and new tech. 8. What do you read online regularly?See above. The rest of the time I’m reading books. And often, they have nothing to do with marketing or business. That’s where my best ideas come from.Webinar: Blogging for Business Want to learn more about publishing a blog on your business website?Download the free webinar to learn how to create a thriving inbound marketing blog.last_img read more

4 Mistakes Marketers Make With QR Codes

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Brand Experience Topics: Originally published Sep 21, 2011 1:15:00 PM, updated February 01 2017 Question: How do we become cool and trendy inbound marketers?Answer: Try QR codes.Response: Hooray! We’ll put a QR code on our website today.(Weeks later…)Question: What were your results?Answer: Uh…?There are a few problems with this interaction, and many modern marketers are facing them today. QR codes are quickly integrating into marketing efforts as a tool for leading consumers to some online destination: a website, blog, social media account, etc. As a quick reminder, QR codes are simply 2D barcodes that can be scanned using a smartphone reader application. Your mobile browser will then direct you to the linked site. However, many are making small mistakes that make an immense impact on their strategy—or lack thereof. Here are four mistakes to avoid when braiding QR codes into your marketing efforts.1. Using QR Codes OnlineQR literally stands for quick response. Making a QR code your Facebook picture, Twitter icon, or posting one on your blog isn’t exactly creating a situation for a quick response. Instead, doing so asks visitors to take out their smartphone, open the reader application, scan the item, and then see the link open in a separate mobile browser. For such online platforms, just use a link. There’s no need to get fancy when a simple link can navigate the consumer from one site to the other faster. One of the best ways to leverage QR codes is in places where your audience is already on the go and only has access to their smartphone, like when they’re out and about and away from their desktop or laptop computers.Think of QR codes as a tactic that just falls under the mobile marketing umbrella rather than marketing as a whole. To learn more ways to effectively utilize these nifty little 2D barcodes, check out these 5 useful ecommerce applications of QR codes.2. Ignoring Traffic SourcesLet’s imagine you’ve developed this brilliant plan that includes an awesome QR code as a tactic. The idea is unique, the execution is strong, and the feedback is positive. But is it actually doing something? To assess whether or not your QR code is even effective, you need to track where your traffic is coming from, as well as how much traffic is actually produced.Instead of generating the QR code with a direct link to the landing page of your choice, use to shorten your link, and use that version instead. Bitly allows you to analyze how many clicks (in this case, scans) that shortened link received. Now you will have data detailing how many people scanned the code, on what day they scanned it, and which country they scanned from. (The latter would be helpful if your campaign included an international audience.) For more information about creating tracking URLs, check out the “Marketer’s Guide to Tracking Online Campaigns.”3. Linking to Boring Web PagesWhere are you sending people with your QR code? Your first goal with a QR code is to give people an amalgam of curiosity and desire to take the moment to scan. Once those two aspects are fulfilled, there better be some form of customized content for them to discover. One method could include posting a special YouTube video and making it exclusive to QR code scanners only by selecting the “unlisted” sharing option, which means only people with the link to the video can view it. Now, you have exclusive video as an incentive for anyone who scans the QR code.One major mistake people make when linking QR codes to URLs is in linking to their general website’s homepage. Make the most out of the code scanner’s experience by instead creating customized landing pages to point the code to. There, you can provide instructions on what the user should do next or use the page to offer them a discount or another offer.4. Linking to a “Web Page Unavailable”Whatever you do, do not send people to a web page that reads, “Page Cannot Be Displayed,” or “Web Page Unavailable.” In other words, check to ensure you’re linking to a mobile-optimized website. For example, websites built on Flash are not encrypted to open on a mobile browser. Test and check that your code works well on mobile devices before plastering it everywhere.Have you experimented with a QR code-inspired campaign? What have you learned from your experience?Image Credit: Aral Balkanlast_img read more

What Your Traditional Marketing Education Didn’t Teach You About Marketing Today

first_img Originally published May 15, 2013 9:00:00 AM, updated May 23 2017 Inbound Marketing Education Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack In the older days of marketing, most interview questions revolved around a marketer’s knowledge of marketing principles like “The 4 Ps” and how he or she could apply that knowledge to case questions in an interview setting.Whether you studied marketing as an undergrad, graduate, or business school student, chances are your studies included classes about branding, marketing strategy, public relations, and the basics of advertising — all of which are interesting topics and core to the history and relevance of modern marketing. But (isn’t there always a but?) … Today’s successful marketer doesn’t necessarily look like Don Draper or Donny Deutsch. As a result, most classically trained marketers are lacking some critical skills required in today’s marketing word. In this post, we’ll explore how marketing has changed — and what’s missing from traditional marketing curriculums. And luckily, today we’re announcing our new Inbound Certification program to help marketers and aspiring marketers alike bridge these gaps in marketing education. Old School: Smile and Dial for Media CoverageOscar Wilde once said, “There’s only one thing in the world worse than being talked about, and that is not being talked about.” On some level, that’s the fundamental principle of public relations — to get people talking about and interacting with your brand, your executive team, and your product in lovable ways that inspire great conversation and content. While the end goal of public relations hasn’t changed, the tactics used, mediums leveraged, and patterns of communications have fundamentally shifted.Public Relations 101 used to be all about the art and science of press releases and effective pitch emails. Marketers were taught to load as many gobbledygook words like “unique” and “first ever” and “launch” into headlines and then charm, cajole, and convince reporters to tell their story in a positive way using a combination of press releases, pitch documents, and phone calls. In addition, aspiring PR pros were taught to tailor the release to the few, not the many. Press releases and pitches were tailored specifically toward the end readers (assignment editors, producers, and reporters) versus a wider net of prospects, customers, and leads who could benefit from the news as well.Moreover, PR professionals wielded considerable power in the sense that if journalists wanted to interact with their customers, executives, or analysts, they were responsible for facilitating that interaction, so marketing education focused on making the most of those opportunities. As a result, marketing education focused on empowering PR pros to identify key events to expose their executive team to key audiences, and choose the venue, message, and invite list accordingly. Marketers were taught to be focused as gatekeepers to what truly happened inside a business, and journalists relied on them.New School: Got a Story? Share It With the Many, Not the FewSimilar to the shift that’s transpired in the sales world (wherein the buyer now has access to customer reviews and other commentary about your brand with a quick Google search), journalists rarely have to pass through media relations professionals to get the information they want or need to craft a story. On one hand, this seems like bad news in the sense that it’s harder and harder to control the messages leaving your company’s door, but it also provides a unique opportunity: Marketers should no longer focus their press releases and content toward a few select reporters, but it’s actually a huge opportunity for marketers who are armed and ready to share their news with the world.21st century marketers need to have the skills to develop, edit, format, create, and promote effective content that shares the brand’s core messages in a manner that’s remarkable. In that regard, press releases are no longer about winning over the hearts and minds of six key reporters, but rather about telling a compelling story to the world and promoting it via every relevant medium available, from your blog to your social channels to press outreach and events.Lesson Learned: Take David Meerman Scott’s advice: Ditch what he calls “Ye Olde Press Release” and focus instead on creating blog posts, press releases, infographics, and social media posts that convey your brand’s core messages to buyers, media, investors, evangelists, and customers alike.Old School: Work With Great Designers to Create Your Ads and LogoMarketers and consumers alike recognized the importance of a distinctive logo (if you’re skeptical, read about the uproar Gap created when they altered their logo). However, marketers were typically trained to develop creative briefs, project manage logo design and refinement, and draft the core messages for an advertising campaign, while the visual storytelling and execution were typically left to a designer or agency to draft and return for feedback.Two challenges emerged from this dynamic between marketers and designers. The first was that marketers developed briefs chock full of aspirational language, which designers were then supposed to comprehend and convert into reality. Second, design was very rarely tied to key performance indicators. Both of these challenges converged into one greater problem: logo designs, advertising executions, and brand standards were often relegated to subjective metrics, and there was a distinct gap between marketing strategy, execution, and feedback.In addition, waiting until your project was 90% complete before including design meant that often the message and execution simply didn’t make sense to the consumer, so significant money, time, and energy were wasted for a project whose end result didn’t move the needle on consumer awareness, brand loyalty, or purchase behavior. Marketing courses espoused the importance of a strong logo and building your brand through paid advertising, de-emphasizing the importance of design and medium within the process, many times at the expense of valuable input and user experience insight that impacts the final product. Although it’s certainly true that your logo, brand marks, standards, and advertising play a critical role in your brand perception, the design paradigm is changing fundamentally, and we as marketers need to adjust accordingly.New School: Design and Build for a Visual WorldA great logo is critical, but if that’s where your design expertise starts and stops, your marketing is in trouble. As design expert Walter Landor notes, “products are made in the factory, but brands are created in the mind” — so it’s more important than ever that your brand interactions are highly visual, lovable, differentiated, and memorable to survive and thrive as a 21st century marketer.To illustrate just how important design is in modern marketing, consider the following: 40% of people respond better to visual information than plain text, and publishers who use infographics grow in traffic an average of 12% more than those who don’. In addition, posts with videos attract 3 times more inbound links than plain text posts,  and in just one month after the introduction of visual content in Facebook Timelines for brands, engagement increased 65%As a result, marketers need to start with the finish line in mind, and garner enough knowledge to execute visual design concepts themselves or enough context around the mediums they leverage to give constructive, specific feedback to their user experience and design teams. Consumers don’t care how many hours you spent designing and testing your logo, or what your CEO thinks of its blue gradient. They care about a unified, intuitive, and lovable brand experience, and considering both the medium and means through which prospects find and interact with your brand is imperative for marketers in 2013 and beyond.Lesson Learned: Attracting and delighting prospects, customers, and leads begins with highly visual and easily digestible interactions, so design simply cannot be an afterthought. Today’s marketers need to understand the various channels they leverage to interact with prospects (from social media channels, to their blog, to TV or radio) and develop the expertise, understanding, and vernacular necessary to create and/or help edit visual materials.Old School: Guess Which Content Your Audience Will LoveIn the Don Draper school of marketing, a company would design a campaign, develop messaging (sometimes with the help from a focus group or two), agree upon an ad buy, then sit and wait to see what, if any, impact a given campaign had on customer growth, revenue, or awareness indicators. The emergence of Nielsen data made advertising efforts slightly more measurable, but they were at best an estimate and typically came back a minimum of one week after the ads actually ran. Marketers would capture successes in campaigns launched, estimated viewership for each ad, and subjective comments from consumers, executives, and colleagues alike.With the emergence of digital advertising, targeting became significantly easier, particularly given that Google AdWords and other channels allowed you to target on multiple variables and keywords and adjust your buy in real time based on the interactions to date. Many marketers were even taught to go the extra mile, developing buyer personas and customizing campaigns and outreach around the perceived needs of specific segments of their customer base. That was a huge step, but still many marketers were focused on clickthrough rates and cost-per-click versus tying their marketing efforts back to core metrics such as the rate targeted individuals converted into customers and the return on investment specific to each campaign.Fundamentally, whether you were spending to conduct a focus group, create an ad, outsource messaging, or test a user experience, measurement almost always came either after a campaign ran or just before it went out the door. On both occasions, companies expended significant labor time and energy on an effort before they received any measurable feedback on its success rate. Marketers were taught to spend first, then solve for the variables involved, one of many factors which resulted in marketers being perceived as more focused on “arts and crafts” than business metrics.New School: Know Which Content Your Audience Will LoveToday’s marketing happens in real time, and marketers have more tools than ever to access, analyze, and act upon metrics than ever. To that end, it’s not only imperative that aspiring marketers learn how to walk the walk and talk the talk on the marketing metrics that matter, but also that they learn from and act on data on a daily, not annual, basis.Here are some examples of how today’s marketers can evolve from the guessing game of the past to today’s more accurate, metrics-driven approach:A/B testing each email so contacts always receives the highest-performing email possibleConducting ongoing polls in social media channels to facilitate lovable feedback in real time versus waiting to facilitate focus groups or customer interviewsCustomizing calls-to-action based on where an individual is in the buying cycle to optimize for resultsInvesting more time and energy into social media channels that are the highest performing for the business in terms of revenue and customersTerminating paid campaigns that aren’t delivering ROIToday, the focus on measurement need also apply to a marketer’s content creation approach. While a television ad could take months to fund, develop, produce, edit, and place, marketers can develop and publish smaller pieces of content like blog posts and ebooks, which are inexpensive to create, and require a relatively low investment of time and resources. In addition to the relative ease of developing short-form content, marketers can also leverage the analytics from that content to inform future efforts, replacing guesswork about what appeals to each of their personas with real data about what resonates with prospects — which can ultimately be used to improve their marketing programs. The bottom line is that no company can pay their bills with Nielsen data, Facebook Likes, or retweets, so it’s imperative that marketers not only know but also act on the data that matters most to their business. To fulfill this promise, marketers need to understand, align, and deliver upon core business metrics (such as the cost of customer acquisition and lifetime value of a customer) and be tactical and technologically savvy enough to optimize on the fly. Measurement and alignment are often the greatest hurdle for marketers, which is why getting a little extra help from our expert inbound marketing professors can be useful for beginners and advanced marketers alike. Lesson Learned: Marketers need to learn what numbers matter most to their company and develop a plan for every channel and campaign accordingly. Moreover, it’s no longer enough just to capture data and adjust after you’ve completed a large promotional campaign — marketers must always be measuring so they can constantly adapt and optimize for results and efficiency.Old School: Build and Deliver Upon a Major CampaignThe crowning achievement for many marketing and communications students has historically been developing a campaign of their own to launch a product, announce a service, or drive awareness for a brand new business unit. The concept was simple: Every marketer has to juggle multiple priorities, messages, mediums, and team members, so the campaign was the ultimate way to leverage every asset available to make a big splash in awareness or impact.While there is little question that these projects effectively simulate the fact that marketers at every company wear many hats, the fundamental premise of a campaign is rooted in old school marketing. Consider this: Marketers used to learn they should heavily front load their advertising buy to ensure their target audience saw it — and time the press release, ad unveiling, and events strategy around that initial bump in awareness and engagement with prospects. All that is great in a world without modern technology, but now think about your own life: How often do you watch your favorite shows with commercials in real time? For many people, the answer is rarely — if ever. In fact, a recent study by Motorola Mobility showed that 68% of DVR owners use the device explicitly to skip commercials, and that American forget to watch 41% of the shows they DVR.In addition, campaigns have historically been built around rented assets. Running a back-to-school campaign? Plan on paying extra for the keywords that matter most to you because getting to moms in that critical time window is going to cost you. Launching a product at the Consumer Electronics Show? You’re going to have to work extra hard to break through the clutter in social media and earned media to share your story. Campaigns were built upon an outbound model of advertising whereby marketers “rent” eyeballs from Google AdWords, TV networks, blogs, or newspapers, and each of those entities charges a premium for highly contested marketing real estate, so campaigns are also typically an expensive way to do business.New School: Continuous Engagement Outranks CampaignsThe reality is that the way in which consumers live, work, and interact with technology isn’t organized around your campaign schedule. Your prospects, leads, and customers leverage social media, Google, and other channels to research products, provide feedback, complain about customer service, and solicit recommendations every day. Very few — if any — consumers sit around waiting for your next campaign to launch to buy a product.As a result, it’s imperative that today’s marketing campaigns be continuous versus campaign-based. Eric Wheeler wrote an obituary for ad campaigns in Ad Age that correctly noted, “It’s no longer about‘the campaign.’” Rather, it’s about understanding the social influence of your own loyal customers. What are these people interested in, what are they actually buying, and how can they be turned into a word-of-mouth marketing powerhouse?” The first step in this shift is building ownable assets over time versus always paying for rented space that your competitors have equal access to. Your blog, YouTube channel, Twitter account, Facebook Page, LinkedIn Company Page, and website are all valuable real estate just waiting to increase in value over time, so today’s marketing must focus on leveraging those owned assets to differentiate yourself from competitors, meaningfully engage consumers, and ultimately, build an audience of evangelists, fans, friends, and followers that can consume your content, engage with your brand, and share your messages with their social networks as well.Lesson Learned: Continuous is the new campaign. Unless you’re Apple, the chances that someone is waiting to make a purchase based on your next unveiling or campaign launch is exceptionally low, so don’t wait for campaigns to interact with your audience. Instead, build ownable assets over time to help you attract, convert, close, and delight prospects, leads, and customers. They’ll thank you, and your marketing budget will too.There’s an old adage that everyone in any organization thinks he or she is a marketer because all it takes is an opinion and some creativity and you’re set to go. The reality is quite different: 21st century  marketers are expected to deliver measurable results, demonstrate continuous engagement, produce, disseminate, and promote exceptional and relevant content, and ultimately contribute to the bottom line of their business. While many textbooks will tell you otherwise, the reality is that today’s marketers need a remarkable combination of skills, know-how, and business savvy, and each of us needs to adapt and grow accordingly.In a month filled with graduation ceremonies worldwide, it’s only appropriate that today celebrates the official launch of HubSpot’s free, on-demand Inbound Marketing Certification program. We’ll also be offering two in-person certification programs at the INBOUND conference in August. Learn more or sign up for either here.last_img read more