Digital Marketing

Mobile-Friendly Websites Will Now Rank Better In Mobile Search

It’s official, Google announced last week that they will be updating their mobile search algorithm to include “mobile friendliness” as a ranking signal.
From Google:
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
If any business has been hesitant about “going mobile” this should be major influence in motivating the build of a mobile-friendly site as mobile traffic will now be impacted by this algorithm update.

3 other reasons why you need a mobile friendly website coupled with SEO

01. User Experience and Brand Reputation
Not having a mobile friendly site will hurt the user experience as well as brand reputation. Google did a study on what users want from a mobile site and here are a few key points: 50% of people said that even if they like a business, they…

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Digital Marketing

Brands Looking For Love on Tinder

Well maybe not true love, but who on Tinder really is, right? From NGOs to top consumer brands, digital-savvy marketers are infiltrating this dating app to reach their young target audience when they least expect it – while browsing for their next “date.”

If you’re single, most likely you’re on Tinder, or have at least heard of it. If you’re in a relationship, you have probably sat next to your pal as they swipe through their potential dates, toasting when they get a match. “Tinder-ing” is hard to avoid. Not familiar with Tinder? That’s okay, continue reading to get the scoop and perhaps try to get out more.

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This fast-growing mobile app was first introduced as more of a casual hook-up app because it offers up potential matches based on your proximity. It first finds your locations through your phone’s GPS, leverages your information from Facebook to create your profile (first name, age, selected photos and then any pages you have liked in the past). You are then served up potential matches based on a few criteria you select upfront. This is where the real fun begins — you just need…

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Chocolate Cupcakes and Corporate Identity

Last week, Fox News published the Hungry Girl’s guide to outsmarting Valentine’s Day overeating. It’s dedicated to recipes options that won’t “ruin your budget, waistline, or the mood”.

Valentine’s Day aside, the majority of religious and civic holidays have become synonymous with overeating. The national Association of Anorexia Nervosa and Associated Disorders even describes over-eating around the holidays and on special occasions as a “normalized” part of American behavior.

All you have to do is google “holiday overeating” and you’ll find hundreds of articles describing tips to avoiding binge eating and over indulgence – as well as one that includes five ways to avoid a post-holiday heart attack. But this got me thinking – are the holidays the issue? Or, are we causing the problem?

Let’s talk about food-specific holidays. According to The Nibble, a magazine dedicated to specialty foods, there is a food dedicated to just about every day of the year.


Photo Credit: Flickr – Farrukh

Here’s a taste of your food holiday options:

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Digital Marketing

4 Reasons SNL’s Anniversary Rebrand Worked

We celebrate birthdays, wedding anniversaries, work anniversaries and other important personal milestones as a way of sharing and reflecting on where we’ve been and reaffirm our future, so it would make sense that businesses do the same.

Business anniversaries create great opportunities to communicate a brand’s story with the world – it’s a chance to share why the business began, where it’s been, what it does, what makes it different, and thank employees and consumers who’ve helped it reach this milestone. Whether it’s making it through the first decade or celebrating 100 years, communicating a major milestone with a rebrand can be very effective.

This weekend, NBC’s “Saturday Night Live” celebrated its 40th anniversary with an evening special and preceding red-carpet event, in addition to revamping the show’s logo and introduction several months in advance. Here’s four ways that SNL’s rebrand worked:

1. Make it a celebration event: NBC’s SNL did a good job of turning its 40th anniversary from just another date on the calendar into a much anticipated event and television special, leveraging an opportunity to share its story and celebrate the show’s success with the people who helped it get to where it is today. The three-hour…

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Digital Marketing

Entering the Job Market? Conduct a Personal Social Media Audit


Around this time each year, I get inquiries from college students preparing for graduation and eager to enter the workforce. While it’s been a few years since I’ve been a fresh-faced newcomer to the job market, I’m always happy to meet with young people and offer advice.

I typically share with them the 15 Tips to Land That First Job in PR that I developed with some of my colleagues a few years ago. While the information remains relevant, after speaking with a class on professionalism at the Robertson School of Media & Culture at Virginia Commonwealth University this past semester, it became apparent that there needed to be a 16th tip added to this list.

If you’re on the hunt for a job in public relations – or in any field for that matter – consider tip #16:

  • Conduct a personal social media audit and do a little housekeeping of your online image.

Social Media Name TagWhen an individual reaches out to me to set up an informational interview or inquire about job openings at PadillaCRT,…

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Digital Marketing

Snapchat – Welcome Back, Social Disruption


These days, it feels like Facebook and Instagram are all about personal history – telling the story of your life and interacting with friends and family, while creating a digital scrapbook and photo album of sorts. When Facebook unveiled the news feed function, there was a period of backlash and adjustment, but now the news feed essentially dictates the user experience. Instagram is simple – its biggest change was the addition of a few filters last month. Twitter just keeps tweeting. Needless to say, these social networks seem to have fallen into a steady rhythm.

Snapchat, on the other hand, is a total wildcard and a breath of fresh air in a social environment that has started to feel complacent. True – the app is home to all of the photos you don’t want seen on Facebook: bullying, nude photos and this past week, even a murder. But, while it is partially known for its nefarious uses, it’s phenomenal to see the app’s founders and developers still are innovating like it’s 2006.

Just last month, the app unveiled its new “Discover” section, which gives news updates from sources like CNN, Comedy Central and even the Food…

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Digital Marketing

The Return of Measles: Is the Internet to Blame?


Disclaimer: I believe in vaccinations, and my husband and I have chosen to vaccinate our two boys.

This post is not about whether vaccination is right or wrong. It’s about how the current anti-vaccination movement (post-1998) got its legs, and how the Internet may have contributed to it.

From smallpox in the 19th century to diptheria, tetanus and pertussis in the 1970’s to the current measles, mumps, and rubella controversy, opponents of vaccination (“anti-vaxxers”) have existed for as long as vaccines have existed. The current anti-vaccination movement arose in 1998 when Dr. Andrew Wakefield published the findings of a 12-person study to examine whether there was a connection between the measles-mumps-rubella vaccine and autism. The Lancet, which originally published the study, later retracted, and Wakefield lost his license to practice medicine.

Historically, the anti-vaccination movement has been rooted in specific communities, such as the town of Leicester, England in the mid-1800’s. Today, while there are specific communities with low vaccination rates, we’ve seen much broader reach due, in large part to the Internet.

Flashback to 1998 when the Wakefield study was released.  Just 26.2 percent of American households had Internet access. Two years later, that number grew exponentially to…

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Digital Marketing

Snapchat and Your Brand – Marriage Material?

Behind the Scenes Pitch Perfect 2 Snap

Behind the Scenes Pitch Perfect 2 Snap

As a slightly dorky 22-year-old female, with zero interest in football, I spent last Sunday getting excited for the Super Bowl commercials – and for the most part, they didn’t shock me.

But one thing did catch my attention, and (surprisingly) it wasn’t the delightfully charming puppies. It was the Pitch Perfect 2 preview. Not because of the catchy melodies or snappy one-liners – it was the first commercial I had ever seen that asked fans to follow them on Snapchat.

As tempting (or overwhelming) as it may be to jump on the new social media trend, engaging with fans 10 seconds at a time requires a lot of research, strategy, and commitment. With Valentine’s Day right around the corner, is it time for your brand to get serious with Snapchat?

While it may not be a simple “yes” or “no,” there are a few things you can ask yourself before making the leap.

Who is your audience?

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Digital Marketing

5 booze trends to ban from predictions

People in booze have been scouring the internet for upcoming trends and predictions in 2015. The only list that caught my attention was Kara Newman’s post on Everything else was the same old boring stuff. It was as though the majority of predictions were just rehashes of previous years. Are people getting lazy? Or is there nothing new?

Rather than give my predictions, I’m doing something a little different. Here are my top five trends that you ALWAYS see in year-start predictions that need to be banned as they’re NOT trends…

The Mad Men Effect – OK, old school cocktails are cool. They never really went away, so stop saying they’re back! Since the show’s last season is this year, we also need a better name for this movement.

Small Batches are Big – People go ga-ga over artisanal, small batch producers. It makes you feel special that you’re having something so unique. And now that more and more distilleries are popping up around the country, this isn’t going away.

The Death of the 3-tier System – This is not happening. This will…

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Digital Marketing

Super Bowl Ad Watch 2015: The Newcastle Revolution


Variety has reported that NBC is charging a record $4.5 million for a 30-second Super Bowl spot this year. Is it worth it? Well, considering it’s one of the few times ads themselves generate significant earned media coverage, maybe. But it’s not the only way to earn buzz for you brand on Super Bowl Sunday. Non-advertisers aren’t allowed to refer to the game as the Super Bowl or even call the teams by their full names, but nonetheless plenty of brands that don’t advertise receive tons of buzz during “Big Game” season, and this year it’s headed to a new level.

Real-time/ambush marketing during the Super Bowl is nothing new. Each year, PR strategists and brand marketers head into war rooms on Super Bowl Sunday, interacting with fans and brands, with the goal of gaining coveted earned buzz without forking over $4.5 million dollars. If you’ve worked in PR or advertising for more than 10 seconds, I’m sure you’ve heard about the infamous Oreo “Dunk in the Dark” tweet, which is often referenced as ultimate example of real-time marketing. Engaging on Twitter, Facebook, Instagram and Vine, each brand tries to be wittier than competitors, commenting on the game…

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