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|Articles - November 2011|
|Wednesday, October 19, 2011|
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“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.
Thursday, May 14, 2015
BY JASON E. KAPLAN | STAFF PHOTOGRAPHER
There are more than 160 farmers markets in Oregon, contributing an estimated $50 million in sales, according to the Oregon Farmers Markets Association. We checked in on the Forest Grove market, which for several years has brought local produce and food vendors to Main Street in the center of town.
Friday, May 22, 2015
BY HANNAH WALLACE
Travelers have always come to Oregon for its natural beauty. But will the increasing popularity of agritourism, European-style hiking getaways and forest resorts relax Oregon's notoriously strict land-use laws?
Wednesday, June 17, 2015
Thursday, June 18, 2015
Fireworks are a booming industry, even if the pyrotechnics have turned July 4th into a day fire marshals, and many residents, love to hate.
Friday, June 05, 2015
As temperatures in Oregon creep into the 90s this weekend, Oregonians' thoughts are turning to — summer baseball.
Friday, May 22, 2015
BY JACOB PALMER
A Power Lunch at Oswego Grill.
Friday, May 22, 2015
BY AMY MILSHTEIN
Astrid Scholz scales up sustainability.
|100 Best Green Workplaces in Oregon|
|The Green Paradox|
|Up in the Air|
|Credit Unions Perspective|
|Queen of Resilience|
|Microsoft to cut division, 1,200 jobs|
|Apple suppliers introduce 'Force Touch' to new iPhone|
|Uncertainty abound in Greece|
|Lululemon issues recall of hoodies|
|SCOTUS: Gay marriage is legal throughout nation|
|Taylor Swift makes good with Apple|
|Earthquake strikes in Coast Range|
Tonkon Torp helps seed sustainability at Gunderson.
Oregon-based Environments helps companies create inspired workspaces. “Simply put, we help companies future-proof their workspaces,” says Chris Corrado, president. Since 1988,Environments has witnessed firsthand the changing landscape of business. Native Portlander and Environments founder Corrado says, “We help our clients navigate the complex realities of the workplace today and plan for their future in a very mindful, strategic way. We think of ourselves as their partners in the process.”
One hundred years ago, the Willamette River might easily have been mistaken for a sewer. Unchecked industrial activity and decades of pollution made it unrecognizable compared to the clean river that now flows north for 187 miles from Eugene through the center of Portland.
Bend energy leader brings passion for efficiency and renewable energy to the nonprofit.
Event in Forest Grove marks recognition of Global Food Safety Initiative Certification.
Colette Young to lead staff at Southwest Portland branch.