|| Print ||
|Articles - November 2011|
|Wednesday, October 19, 2011|
Page 2 of 2
“It’s still very wild, wild West,” says Todd Pitt, owner of Zero Strategist, a digital marketing firm that helps small businesses establish or refine their online identity. The uncertainty makes for a volatile market. Not only is the technology evolving rapidly, but the boutiques trying to harness and package it to clients come from a buffet of different backgrounds, from advertising and marketing, to public relations, search engine optimization and so on. Their approaches to social engagement and campaigns can differ significantly. Choose the wrong path and business suffers.
In addition, Portland itself makes the market more complicated, observers in the industry say. With an educated workforce and struggling economy, the market is saturated with tech-savvy folks jumping into social media marketing, regardless of whether they have the ability to synthesize what a business wants and needs or deliver a product that will help them manage their brand amid swirling online conversations and a shifting landscape. What you end up with, Pitt says, are “social media snake oil salesmen,” unprepared to juggle the many needs of small businesses.
Ryan Lewis, president of Bonfire Social Media, takes a glass-half-full view of the sometimes drastic differences in the approaches of the city’s digital marketing firms. “There’s no one way to do social media,” Lewis says, “just wrong applications for different strategies.”
Some companies can post Facebook updates all day without rankling fans. But with other companies, any more than two updates a day begins to feel like spam.
The shifting landscape of the social media world isn’t necessarily a bad thing for Portland’s specialty boutiques. Smaller firms believe they are more nimble and better able to keep up with changes than larger agencies that might have a long-standing predilection toward old-school techniques.
Alisa Zwanger, head of marketing strategy for Mambo Media boutique, says that while the region’s bigger advertising houses can do amazing social media work for their clients, it’s the smaller, specialized boutiques that can understand and adapt to changes as they happen. “I think the bigger your ship, the much harder it is to steer,” Zwanger says.
That dexterity, coupled with a real depth of experience, has already started to separate the gurus from the greenhorns among the city’s social media boutiques. As the market matures and client loyalty builds, that experience and ability will be how the West was won.
Wednesday, June 03, 2015
As part of our green workplaces story, Oregon Business checked out a community service project undertaken by Portland Youth Builders, a nonprofit alternative high school. In partnership with Whole Foods, PYB built garden boxes for a Home Forward housing site. Home Forward is a government agency that provides housing for low income residents and people with disabilities.
Monday, July 13, 2015
BY JACOB PALMER
Dean of the Atkinson Graduate School of Management, Willamette University
Friday, June 05, 2015
As temperatures in Oregon creep into the 90s this weekend, Oregonians' thoughts are turning to — summer baseball.
Friday, July 10, 2015
BY AMY MILSHTEIN
When gossip crosses the line.
Thursday, July 09, 2015
The sweltering weather didn't keep the crowds away. Although the numbers were down slightly from last year, the Oregon Food Bank raised $850,636 to fight hunger. About 80,000 people attended despite temperatures in the upper 90s.
Monday, July 06, 2015
Picking a business partner is not much different than choosing a spouse or life partner, and the business break-up can be as heart-wrenching and costly as divorce.
Monday, July 13, 2015
BY SAM BLACKMAN
Storyteller-in-chief with the CEO and co-founder of Elemental Technologies.
|10 Innovators in Rural Health|
|The Private 150: From Strength to Strength|
|Downtime with Debra Ringold|
|Farm in a Box|
|Flattery with Numbers|
|Preserving the Legacy|
|Best Buy will sell Apple Watch, is hoping it boosts sales|
|Biologist estimates 80% of sockeye population could die due to hot water|
|Fiat Chrysler must offer to buy back 500K Dodge Ram trucks|
|Portland kayakers protest ship owned by Shell Oil Company|
|Amazon earns $92M in profit|
|Under Armour bests Q2 earnings expectations|
|More than a hundred passengers forced to stay overnight at PDX|
One of the many reasons why businesses fail is due to the lack of attention to analytics. Sure, you can go on running your business, but mastering the science of analytics will translate into a business advantage. But what exactly are analytics and why are they so important?
Court experience helps legal firm anticipate potential problems for clients and prevent expensive litigation.
When Garmin AT needed to consolidate operations for its 550 employees, it scanned its entire corporate map for possible sites.
Professional and Continuing Education (PACE) and the College of Business at Oregon State University is offering “Business Analytics for Competitive Advantage”, a two-day intensive workshop.
34 spots for food, 17 places to sip, and 7 sites to choose a brew beckon visitors.
A look back at the shifting sands of Portland’s growth and development.