This week on the Marketing Update, Karen Rubin and Mike Volpe discuss how New York Times wrongly emailed 8 million people, eye popping marketing statistics, Rick Santorum’s little SEO problem, and Obama newsjacking. Episode #182 - January 6th, 2011 Intro How to interact on Twtter: Include #MktgUp in your tweet! On the show today is Karen Rubin (@KarenRubin) and Mike Volpe (@MVolpe) As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review! Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday Headlines New York Times Wrongly Emails 8 Million People http://www.dmnews.com/the-new-york-times-accidentally-spams-eight-million-readers/article/221195/ NYT wanted to send 300 people a personalized message about not cancelling their subscription But, they actually emailed 8 million people asking them not to cancel (when they had not requested to cancel) They followed up with a special offer of a discount to apologize. Marketing Takeaway: Be careful with email, make sure you have an easy to use tool so you don't make mistakes. Eye Popping Marketing Statistics http://blog.hubspot.com/blog/tabid/6307/bid/30495/25-Eye-Popping-Internet-Marketing-Statistics-for-2012.aspx In 2012, the audience of internet users in the U.S. will expand by 3.1% to 239 million, representing 75.6% of the total population. Smartphone users will reach 106.7 million in 2012, up 18.4% from 2011. In 2012, 94% of smartphones users will be mobile internet users. Tablet users will reach 54.8 million in 2012, up 62.8% from 33.7 million in 2011. About 2/3 of web users will use social networks in 2012. 53.5% of the population and 70.8% of internet users (up 7.1% from 2011) will watch online video in 2012. 88.1% of US internet users ages 14+ will browse or research products online in 2012. Marketing Takeaway: Know your customers! POLITICS Rick Santorum's Little SEO Problem blog.hubspot.com/blog/tabid/6307/bid/30525/How-You-and-Rick-Santorum-Can-Fix-a-Damaged-Search-Reputation.aspx The sex columnist Dan Savage redefined "Santorum" as something dirty in response to Santorum's negative comments about homosexuals Now when you Google "Santorum" or "Rick Santorum" the dirty definition is near the top of the search results Santorum is concerned "that his children cannot Google their father's name" How do you fix this? Do an audit, Make sure your SEO is good, Publish more, Attract more links - you have to create more and better content that will push down the undesired result, and prove to Google that your content deserves to rank higher (through links and social proof). Marketing Takeaway: Google determines your brand, start SEO before it is too late. Obama Newsjacking http://www.webinknow.com/2012/01/president-obama-newsjacks-iowa-caucus-by-joining-instagram.html On Tuesday, the Obama campaign joined Instagram, using the @BarackObama ID. The account will be managed by his campaign staff. By attracting the attention of some of the world's media as they are intensely focused on the results of the Republican contest, President Obama shines a small amount of light on himself and his campaign. I really want to see a photo of his view from the podium while delivering the State of the Union speech, which is currently scheduled for the evening of January 24, 2012. Marketing Takeaway: See if you can do some newsjacking of your own! Huntsman, did you know 2/3's of web users will use social networks in 2012? http://www.webinknow.com/2012/01/marketing-advice-to-jon-huntsman-and-his-daughters.html Huntsman's campaign is an excellent example of buyer persona marketing. He is focused on voters in New Hampshire who want to meet the candidate in person. He has also been using mainstream media in a big way, doing lots of interviews with New Hampshire mainstream press and scoring some key endorsements. He decided not to market to the Iowa buyer persona. And, significantly, he has chosen to downplay the buyer persona who wants to get to know candidates through social networks. I had wanted to ask him about social media, but despite emailing theHuntsman for President media office and talking to his media people at the event, I didn't get a chance. However, several television stations scored interviews. Clearly, mainstream media is more important than social media for the campaign staffers. Despite dissing Twitter and Facebook, last night Huntsman made a big deal out of introducing his daughters who were in the balcony by talking up their Jon2012girls YouTube channel. Marketing Takeaway: Know where your customers hang out. Marketing Tip of the Week Know your customers. Be where they are. Be what they want. Less