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Affordable Care Act affect on health care marketing

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The count down to 1/1/14 and the implementation of the Affordable Care Act (ie Obamacare) is starting, and the debate rages on: private vs collective responses to resolving health care in the US. The market will certainly be reacting to one key element of the plan: the stipulation that will require all U.S. residents to have a minimum level of Health Insurance. It will be interesting to watch industry shifts over the coming months.



“Influencer marketing” on the rise

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“Influencer” marketing* is trend worth following.

Social tools on the Internet are only making it easier for individuals to share  with others and influence their habits (what they buy, do, believe in). This expands our concept of a marketing term called “influencer marketing,” where those we know have an impact on our lives.

Pinterest is an obvious example. Another is a new player, Luvocracy, which launched recently. It was founded by two executives with deep ties to Direct Sales: Roger Barnett (Chairman & CEO of the Direct Sales leader, Shaklee Corporation) and his business partner from Google. Read more about their concept in this TechCrunch article:


In marketing, we use “influencer marketing” as one of the tools in our marketing mix. But one wonders, could the concept grow to supersede other tools in the marketing mix? For example, will press become less important if the influencers in our own lives are easier for us to access and/or more credible for us? I’ll be eager to continue the dialogue with the “influencers” in my own life – my FB/LI connections, and beyond.

* How is it defined?

This w/e, I wanted to learn more about the concept, so enjoyed dipping into Wikipedia and otherwise refreshed my memory about the types of Word of Mouth marketing that have evolved over time, and what people are saying about them.

I also appreciated a piece written in 2009 called “Word of Mouth and Influencer Marketing Literature Review Summary” by David Roberts. He traces the concept back to the 1950’s and defines this concept as “influencing the mass[es] through the influence of a few….”




5th anniversary of apps – impact on marketing tool kit

Tags: , Marketing, News, SEO No comments

success diagramIt is the 5-year birthday of the Apple iTunes Store, and, at the same, the rise of the world of apps. iTunes has become a powerful market space, and yet one that is still very tightly controlled by Apple.

Recently, I met with a friend to discuss his highly ranked app business (10,000 new users a day). I mentioned his rather poor ranking in Google search results. He seemed unconcerned: “Customers do not find me with Google. My world revolves around my ranking on iTunes.”

What he IS concerned about, however, is the tight control exerted by Apple over the marketing of his business within iTunes. There are very few tools that he has to affect Apple Store searches. His objective is to develop a means of mastering the Apple Store Optimization (ASO) tools he does have (though very few), and strategize about creating marketing to affect his iTunes ranking to win loyal customers.

Obviously, the “history” of technology and how it impacts our businesses is being written day-by-day, but it seems clear that learning to negotiate the world of app marketing/ranking will be crucial.

I suggest taking a glance at this great guide  to app SEO.