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The latest news from the Mad Marketer Online Community. Focus on Design for a Successful Product Launch Your business is getting ready to launch a new product. This is an exciting time for any brand, but it can also be stressful as you'll need all hands on deck for the launch to go smoothly. When you start to imagine the different departments that will play key roles in the success of this product's launch, your mind will immediately wander toward marketing and sales. But don't forget design. Three New Content Avenues to Take With Your Clients This Month As a marketer working in the agency world, your clients today are probably heavily focused on content. After all, as the digital medium begins to take over traditional avenues—such as print moving to online copy, radio to podcasts, and TV to streaming services—the marketing space becomes an adapt-or-die environment. It can be frustrating, then, when clients only want to focus on one avenue such as blogs. While blogs are certainly important, have great viral potential and help drive SEO, they are far from the only asset that your agency offers. Three Quick Trends Every Marketer Needs To Know It may not be the new year yet (or even December for that matter) but as we head into the final quarter of 2015 many marketers are beginning to look back at the year that was and make predictions for the one to come. Of course I'm talking about the number of marketing trend reports that have been released over the last few months—and those that are still sure to come. Here, we take a look at some upcoming trends to focus on as we bring 2015 to a close. GoPro is Turning Its Customers into Content Creators You might know GoPro from their sponsorship of extreme sporting events, such as the X-Games, or maybe you know them from the Dubstep Baby video (see below). Recently, the maker of the seemingly indestructible camera has decided to take their brand one step further in launching a content platform. But here's the catch, they aren't hiring any in-house content producers, nor are the taking the traditional route of outsourcing this work. Make Way for Bacardi's Omnichannel House Party The idea of being in a two-story house full of Bacardi rum and wildly-partying Millennials might sound like a pretty exciting time to some. But putting that house on a trailer for a road trip is an idea that lurks in the dark borderlands between genius and madness. That's just what Bacardi has done with its new "There's Nothing in the Way" campaign, a campaign that shows off the omnichannel experience in a bold new way Good Lead Scoring is Still Just Good Guessing Never before have we had access to so much information about our ideal customers and the actions they take on their path to purchase – from email click-throughs, website visits, keywords typed, web pages viewed, and the online content they have downloaded. We know often also know their job titles and purchasing power, company types and sizes, their age and their interests, and we can even find out their eye color and shoe size. But with all of this data we're harvesting, the most important criterion that we haven't been able to definitively capture is the prospective customer's actual intent – are they ready to purchase today, are they researching information for a future purchase decision, or are they simply looking for competitive information? Dos and Don'ts of Dealing With Internet 'Trolls' by Sal Trifilio As brands continue their transition from traditional media to digital, there are certain obstacles they'll have to overcome on the Internet that they never had to deal with in print, television or radio. For instance, since the Internet is "always on" you might find that deadlines are accelerated, and content needs are increasing. These are obstacles every marketer will have to deal with, but they aren't necessarily the worst aspect of dealing with this new medium. Is 2016 the Content Marketing Election? by Andrew Bindelglass The last time we saw a Presidential Election that did not feature an incumbent was 2008, where Barack Obama knocked off John McCain to win the Oval Office. Many called that election the "social media election:" Facebook and Twitter were still somewhat in their infancy, but the 2008 election revealed their potential power, both as a way for like-minded individuals to coordinate grassroots movements (like the immense push to get minorities to vote in Ohio) but also as a more effective and direct way for candidates to interact with potential voters to further sway them Like They Do at Amazon, Must You Forgo a Pleasant Work Environment to Succeed? by Peg Ventricelli Business analysts have long claimed that a positive work environment leads to enhanced employee satisfaction, adding to morale, retention and productivity. In fact, an Entrepreneur magazine infographic shows that companies with happy employees outperform the competition by 20 percent. So, then, how can super-retailer Amazon’s success have sprouted from—what the New York Times has called—a harsh and unforgiving culture? Recently surpassing Walmart as the world’s most valuable retailer, with a market value of $250 billion, Amazon has nevertheless been described as a place where employees are held to unreasonably high standards and encouraged to work exorbitant hours and sabotage each other’s ideas.

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