All posts by Cassandra "Caz" Bevan

Caz is the Director of Marketing for Boostability and has deep experience blending business goals and marketing tactics into comprehensive company strategies. Her creative innovation and expertise has helped shape customer experiences and drive continual engagement for a variety of companies and products including Sony Music Entertainment and SpeedTV. Connect with Caz: @CazBevan | Linkedin

Overcoming the Challenges of Influencer Marketing on Instagram, YouTube, & Pinterest

In the world of increasing real-time media and dark social networks, influencer marketing has rapidly become a “do-or-die” part of marketing for successful brands looking to raise awareness, increase their authority, and drive conversions.

Companies struggle to remain relevant in a world where authenticity rules. Social media networks are pushing that authenticity buzzword by making updates that almost require you to be a real, available, active person in the here-and-now. Whereas that is a smart move for business, it is a hard strategy to deal with for small businesses that already struggle to provide a consistent social media presence.

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Dark Social: Shedding Light on Private Social Networks

So, you think you’re pretty tech-savvy? You know a few things about the social media world and even taught your grandma how to use “The Google”? Maybe you’re a digital marketer and are used to things like tracking your posted content and keeping tabs on your target market.

Well, even if all of this is true, I am here to inform you that there is a dark, largely unreachable, hugely pervasive part of the Internet that goes unnoticed by most of the world. Its name? Dark Social.

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Dark Social: The Future of Online Marketing

You may have come across the term “Dark Social” during some of your late-night internet sessions and thought, “hey, is this that area of the web where unmentionable things are shared among friends?” You’d be close if you thought that, but not quite spot-on.

What is Dark Social?

Dark Social really refers to the traffic websites and content platforms get from private peer-to-peer sharing. In essence, every time you share one of those funny fail videos with your best friend using a messenger app, you’re participating in Dark Social web traffic. It cannot be tracked and is a hassle when it comes to modern marketing tactics.

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Social As A Service: On-Point Holiday Marketing

I had the worst customer experience just now.  I’m talking one of those infuriating, “Take my money!!!” moments, where all you’re trying to do is make a purchase and the customer service is horrible. 

For five days I let it fester. I used the site’s chatbot – no response! Email – no help!  This site is lucky that I really wanted to try their subscription service. I gave them days to respond and tried them on chat every time.  

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All That Glitters: How Your Local Business Can Compete On Instagram During The Holidays

I admit it — every holiday season I get distracted by all the lights and glitter out there. I mean, have you seen the Christmas light competition shows on TV? They’re the best! When there’s so much going on, it’s hard to focus in on any one thing!

The odds are good that most of your customers out there have the same problem.  When all the holiday ad campaigns go into full swing, the market gets deeply saturated with holiday promotions and sales.

Cutting through all that hoopla and grabbing your fair share of consumer attention can be tough during the holiday season. However, it isn’t impossible if you take advantage of some of the social media tools, like Instagram!

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