Author:Maryann Sciallo

Maryann Sciallo

About Maryann Sciallo

As a part of the management team at Avlino, Maryann enjoys spending time with the “techies” in rolling up her sleeves to transform the customer’s objectives into an actionable analytics project plan. Working for a company that specializes in big data is interesting and a lot of fun for her! In addition, building long lasting customer relationships is what matters most for Maryann.

The Influential Voices of the Net

Do you find yourself seeking advice on a product or service from the on-line world? Does your opinion change if you see a review that is either positive or negative? Subject matter experts, or people that are passionate about a subject, or have strong opinions are known as influencers. They blog, Tweet, or post and we listen. Influencers have a tremendous following and can sway public opinion from one direction to the next. Why Appeal to Influencers? Influencers have the ear of tremendous amounts of audiences. Some may be famous while others industry experts. The key is to find out who they are in order to grab their attention so they can put the spotlight on you. Your business should utilize the presence of influencers in your industry as an essential marketing push for your products. In doing so, the exposure that your company was seeking could expand to a much larger market giving your business the push it needs without breaking your marketing budget. avelinoInfluencersBlogImage How? One approach in enhancing a digital marketing strategy is to try to reach influencers in and around your industry. I know the wording “in and around” seems very broad but, sometimes you have to think outside of the box. For example, if you are an on-line clothes retailer with a target market that is made up of the Tween community, there are several bloggers in the 13-20 year old space. But, we all know that the BUYING power lies within their parents so, your marketing campaign may shift to reach parenting influencers or bargain catchers. It is important to seek the person or group that most frequently talks about the key words that are associated with your Company. Once you have identified the influencers, it is now time to engage and interact with them. Interaction could come in many ways; direct or indirect. Direct interaction is easy. It is a staged event- sending samples or coupons to promote usage. Indirect is a bit more complex. Indirect influencers may not necessarily be asked to promote certain products. They may just mention them because they truly have an opinion based on usage. The followers of this influencer can become engaged with the influencer’s opinion out of sheer curiosity. Platforms like Avlino’s Alenza are ideal in identifying influencers by way of isolating key words associated with your Company and extracting who is posting most frequently and when. Reach out to us today for a free demo…. visit www.avlino.com or email sales@avlino.com. Your digital presence is our business!
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The age of Digital Marketing – a combination of instinct and technical skills

Traditional marketing in the days of big data has demanded for a new type of professional, one with instinct as well as technical skills.  In the era prior to big data, marketing professionals relied on many “soft” skills gained through grey hair, long teeth, and years of experience. Formulating campaigns in print, TV, and radio were the popular modes to reach audiences, but how did they know which TV station to air a commercial?  Also, how did marketing know if their client’s customers were country music lovers or contemporary soft-rock fans?  Did the customers read newspapers?  Last, could the client afford a robust campaign mixing all modes of advertising or did their budget allow for one source?  These were challenges that marketing teams had to overcome by formulating a hypothesis about their client’s customers.  Before big data they used old fashioned instinct. digitalMarketingInner Instinct What exactly is instinct?  The Merriam-Webster’s Dictionary defines instinct as “something you know without learning it or thinking about it; a natural ability”.   The problem with instinct though is that – either you have it, or you don’t.  Instinct rests below the conscious level, it a gut reaction/response.  It is often based on common sense or “street smarts” of someone that has been around the block a few times.  This is a gamble that many companies take when they hire a traditional marketing firm.  Does the firm that they contracted with have that killer advertising instinct or are they complete duds?   Fast-forwarding to present times, we have seen an increase in Digital Marketing agencies.  These agencies can devise and manage a company’s entire Social Media persona.  The agency will establish the presence and maintain status by posting weekly or daily, and responding to chatter.  But, the challenge again is answering the question of “how do we attract more RELEVANT followers and how do we get possible customers to like us or consider us a favoriteInstinct?  Possibly…  but, the new era Digital Marketers rely on something that rests above the conscious level, something that is literally at their fingertips.  What is this?  It is the Technical Layer embedded in the Social Media accounts, the big data portion that is now being incorporated into all great advertising campaigns. Technical Skills That Technical layer of skillsets is the art of embracing the analytics provided by Social Media.  Whether it is provided in the individual accounts that you have established or partnering with IT to mine data, having the ability to analyze and interpret the online world is key to the new era marketing professional.  From the outside, it may seem very simple to go into your Facebook account and look at how many impressions and likes a particular campaign has generated.  The real talent relies on drawing connections between various categories of data such as: demographics, gender, age, and interest groups.  What do these seemingly different elements have in common and how can the engagement process advance to further target a new audience?  These are questions that rise to the surface of any campaign that analytics can quickly answer with the correct tech savvy marketing professional driving the solution. So, which element is most important in Digital Marketing, instinct or technology skills?    The answer in today’s world of marketing is both!  The new age Digital Marketing professional is required to have a balanced mix of natural instinct coupled with strong technological skills. Platforms like Avlino’s Alenza blend technology and instinct providing real-time continuous analytics to readjust the instinct to be more effective. For more information on Alenza, visit www.avlino.com or email sales@avlino.com.
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Filling Large Shoes - SMB’s struggling with their Digital Footprint

How do large companies keep their digital presence fresh and engaging? Do they have a team of marketing professionals sitting in a room tweeting all day long? As a small or medium sized business, are you struggling with budget constraints to keep digital content new and fresh? Given that the webpage and Social Media assets represent your company to the outer-world, how can you fill these big shoes? Establishing and maintaining your digital footprint is not a task reserved for large companies with large budgets. Make your mark in the social media world by following these 5 easy steps to grow and maintain your company’s profile: digital-inner-img 1. Ensure that all of your profile pages together with a consistent theme. Fonts, color schemes, and logos are the same and easily recognizable. 2. Be diligent with your posts. Engage your audience on a weekly or bi-weekly basis. Mark your calendar with reminders and check your accounts daily to reply to inquiries. Actively engage in the chatter that you, ideally, are creating. 3. Post your blogs to Facebook, reference on Twitter, etc. Tying posts together is an easy way to reach all of your social media outlets on one single topic. 4. Use colorful images/pictures in your posts. Visuals always capture attention quicker than words. 5. It does not always have to be about business. There are several other topics that can generate publicity for your organization. For example; if your company is active in a charity, you can post your involvement in a non-for-profit campaign. These 5 easy steps will help your small company tackle social media and fill big shoes!
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