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Lessons in Brand Sentiment and Adaptation: Sherwin-Williams

Last year my spouse and I bought a real fixer-upper of a house, and one aspect of the fixing-up process involves coating every square inch in a fresh layer of paint. So every other weekend we make a trip to Sherwin-Williams for supplies, and every other weekend as we pull past the sign and into the lot I think: what the heck is going on with this logo?

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Cool Tool: The Periodic Table of Content Marketing

I was never very good at chemistry. Protons, neutrons, electrons, isotopes — the very properties of chemical elements seemed to me like words from a foreign language. But when the teacher introduced the periodic table of elements, it was like a little lightbulb went on.

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Grow Your Presence on Instagram: Expanding Your Reach

In Part 2 we talked about how to create good content — both in your captions and your images. Now let’s discuss how to expand your reach. Expanding your reach So you’re posting great stuff on Instagram. Now what? How do new followers find you? How do you keep them? And how do you keep [...]

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Where Have Your Emails Been? The State of the Email Client Market Share

Sometimes things change so fast that it can be hard to see them happening. This is especially true for email marketing, where the changes seem to come at a 100-mph pace.

2013 was an especially big year for email. Hotmail was finally replaced by Outlook.com, and the introduction of Gmail’s tabs turned email marketing on its head — among other significant moves.

That’s why I’m finding this [...]

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Grow Your Presence on Instagram: Creating Good Content

In Part 1 we talked about how Instagram has become a vital weapon to keep in your marketing arsenal, and we also talked about how to get started. Now let’s move on to the fun stuff — creating good, engaging content.

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Grow Your Presence on Instagram: Getting Started

Hey, what do you know, it’s a brand new year full of brand new resolutions. And if you make one social media marketing resolution this year, make it this:

Amp up your Instagram game.

What? Instagram? I know. I’ll be honest with you, I didn’t “get” Instagram at first, either. In its early days it had built up such a reputation as a hipster mecca for filtered shots of shoes and latte-foam designs that I couldn’t understand how it could be useful in a larger context. But now our little Insta is all grown up, and it’s time to take a serious look at its marketing potential.

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View From Above: The 2014 Marketing Technology Landscape

We can probably agree that technology is the backbone of marketing — in the digital age, now more so than ever.

But as a marketer sometimes you can be so busy, well, marketing that you don’t have time to keep on top of the latest tech trends. So you wait until a need arises and then you dive into unknown waters, splashing around frantically in circles until you think you’ve found what you’re looking for.

No? You don’t often find yourself swimming on the job? Huh. Must just be me, then.

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Newsjacking the Weather: A Social Media Win for Wendy’s

Dowitcher Designs HQ may be located in sunny Santa Barbara, CA, but we’re not disconnected from the rest of the country. And for the past few days we’ve been hearing all about this nasty arctic air mass that’s dipped down from, well, the arctic, and right into the middle of the continental US.

It’s news-worthy, for sure. Today, alone, at least 45 daily record lows were shattered. And I didn’t even need to check the news to know — social media saw to that.

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From Content to Conversions: What Changes to Google’s Analytics Mean for Your Marketing

You may have heard: Google made some changes to its flagship website statistics service.

That’s right, Analytics has been revamped. If you’ve logged into your Analytics dashboard lately, you may have noticed a difference in what’s being reported. For example, Traffic Sources has become Acquisition, and Content has become Behavior.

Like most things in life, there are some good bits to the change, and there are some not-so-good bits. I’m here to help you sort it out.

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Get Responsive With Your Emails Or Get Left Behind

Email is going “responsive,” but don’t expect it to start talking back to you just yet.

Even as website development has rapidly evolved over the years, email has stayed notoriously, stubbornly stuck in 1999. Why? Because of the idiosyncratic methods that individual email clients — Gmail, Yahoo!, Outlook, Apple Mail, and so on — use to render emails for viewers.

In plain English: Everyone’s different.

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