Consumer Marketing

Sponsored Content: The way to a Consumer’s Eyeballs

Sponsored-Content-297x300It’s no secret that social media and websites like BuzzFeed, The Huffington Post and Mashable have changed the way we consume news. Sites like these initially honed in on millennials and the way we consume content to provide concise, digestible digital content catered to our short attention spans. (Of course, now everyone else has jumped on the bandwagon, considering Boomers spend at least 20 hours more per week consuming online content than Millennials and Gen-Xers, but I digress…)

This week, NBC News decided to throw its hat into the ring with the launch of Better, a wellness vertical devoted to helping readers improve their lives. The outlet hopes to stand out from other wellness publications by focusing not only on health and wellness, but taking a holistic approach on how to better oneself.

While NBC News is known for its hard news content, this is actually the outlet’s second unveiling of a completely revamped strategy highlighting a specific, topic-based approach – hoping to land itself somewhere in between Mashable and Vox. Its science and tech site, Mach, launched in November, and NBC plans to launch Think, a vertical…

Digital Marketing

5 Things Clients Can Expect from a Web Project

Creative professional at work

The idea of building a new website can be exciting, but it can also be a new and unfamiliar undertaking. A web project is very involved and can become an expensive investment. Design involves far more than just aesthetics, and developing engaging content is beyond just a quick copy and paste.

With the time and cost that gets invested in this type of endeavor, below are a few key things to expect when engaging in a web project:

1. An Agency Partner

Working with an agency should feel like an extension of your team. The most important key to a successful agency-client relationship is trust. You want a partner that is concerned about your success and whether or not they can really help you get there. You also really want to like working with your agency partner – keep in mind these are the folks you’ll be working with for the next couple of months!

A few things to consider when partnering with an agency:

  • Do they understand the business objectives and site goals?
  • Do their recommendations directly address those specific goals?
  • Can they provide the expertise and knowledge to

Digital Marketing

3 Tips for Working With Small Businesses

Authentic Transport

Authentic Transport Fine Art Services may be making big waves in the NYC art handling scene, but that doesn’t mean they don’t feel the same strains as other small businesses. CMO and Executive Client Manager, Robert Lopez, reminds us that all small businesses have to make the most of their investments – both monetary and manpower. To show real value, marketing partners have to be ready to get scrappy.

I caught up with him (full disclosure: he’s my brother-in-law) to talk about how marketers can best show progress and ROI to small business owners. 

What are the core hurdles for a small business to engage with a marketing agency? Why do small businesses outsource their content marketing?

Running a marketing strategy from scratch can be a really hard task that involves time, money, marketing tools, and of course the know-how. Most small businesses don’t have these things in spades. They know they need help, but are likely to have a limited budget, which means they can only afford limited help.

When a company hires a marketing agency to work on its content, the expectation is simple: help drive sales conversion. According to Neil Patel, “brands need to make sure that they’re…

Digital Marketing

Live Video & Your Brand: A Simple How-To Guide

live video

You’ve been hearing about (and seeing) live video everywhere for a while now and it’s time to get your brand in the game. Not sure if live video is right for you? Here’s a quick checklist:

Do you want…

  • to be more engaging on social media
  • to reach more millennials
  • to seem less like a robot
  • your brand to be more authentic

I would hope that the answer to all of those questions is yes. If not, you may want to skip this post and read this. Still not convinced? How about these nuggets of wisdom:

  • 80% of all consumer internet traffic in 2019 will be video traffic – Cisco
  • Most people retain 95% of the message they see in a video compared to only 10% of what they read in text
  • Your content earns a top spot in algorithms (especially with Facebook Live)

Now that were on the same page here’s a run-down of some of the most popular live video streaming apps and how you may want to apply them to your brand.


Let’s start with Facebook Live – not necessarily because it was the…

Digital Marketing

Your Follower Count Doesn’t Really Matter – Here’s Why

This is probably how happy we all were before News Feed algorithms ruined our lives.

In 2007, Facebook launched this fancy new thing called “Pages” and there was finally a place where your brand could live out its days and directly interact with the people who love it.

It was great – you could share simple updates, your followers would see them, like them, comment on them, share them. You were the most popular brand in all the land. You had more followers than anyone else and you were killing the Facebook game. It was the golden era for brands on social media, and other platforms were quick to follow suit and provide special, new spaces for businesses to flourish. It was a beautiful, organic-driven paradise.



Fast-forward to 2012 – something changed. All of a sudden, this beautiful medium with all of its avenues to reach your followers changed the way the News Feed was organized. This meant that the number of likes you have on no longer mattered. How can I possibly say that? You’ve got thousands of followers on Facebook/Twitter/Instagram/etc., and I have the audacity to tell you that they don’t matter? Don’t get me wrong, it’s awesome that your list of followers keeps growing – there’s some

Digital Marketing

2017 Digital Trend Predictions

digital_marketing_trends_2017_imageIt’s the start of a new year and while there are prediction lists everywhere, here at PadillaCRT, one of our favorites (and we think most accurate) is the eMarketer list. Not only do they make their calls for 2017, they hold themselves accountable for 2016 as well. We’ve polled some of our own marketers to weigh in on these predictions and to give a sense of what 2017 might bring. Take a look and please leave a comment below with your own thoughts and ideas.

  • Artificial intelligence won’t put marketers out of work—yet
    AI has always been the stuff of sci-fi novels, and it’s funny because people still mostly think of AI as human-like robots, when in all honesty, we’ve been interacting with AI forever. Heck, ATM machines are AI and we still have bank tellers. As digital triggers for ads become smarter, it’s not so much “putting us out of work,” as taking human guesswork out of something that can be statistically scientific. So no. AI will not be putting us out of work, just letting us focus on more of the fun, creative stuff. (Anastasia Lopez)
  • Internet users still won’t change their

Digital Marketing

The “Post-Truth” Era: A Look at Fake Online News

The election, the celebrities we’ve lost, the grim crisis in Syria – 2016 has been a tough year to say the least, whatever your affiliations. But possibly the most divisive trend of all that has played heavily into our world views is the “post-truth” era that we’re all living in.

What does that mean? Well literally it is “an adjective defined as ‘relating to or denoting circumstances in which objective facts are less influential in shaping public opinion than appeals to emotion and personal belief.” Oxford Dictionaries named it their word of the year which comedian and late night host, Stephen Colbert, jokingly takes credit.


In real talk, it’s probably best understood as those far-from-the-truth claims from candidates and fake news sites touting click bait headlines on Facebook. It reminds me of the stories of yellow journalism I learned about in college.  Just look at the success of these fake news stories about the election measured by the BuzzSumo chart below.


Source: Vox via BuzzSumo

So how did we get here?

As a society, we’ve swapped our New York Times subscription…

Digital Marketing

Health Trend: Teen drinking and drug use declines

takebackshelves_landscapeU.S. teens are better behaved now than they’ve ever been. They are drinking and smoking less and doing fewer drugs in more than 40 years of studies.

A recent Reuters article revealed that the use of alcohol, prescription medications and illicit substances – other than marijuana – among U.S. teens is largely down in 2016, based on a study conducted by the National Institutes of Health (NIH). The annual survey is part of a series called Monitoring the Future which has tracked drug, alcohol and tobacco use among teens since 1975.

So, what’s the cause?

  • Some experts think the decrease in smoking may be responsible for the decline in drinking and drugs. For the longest time, smoking has been a gateway to illicit activities. Cutting down on smoking means fewer teens are drinking alcohol and doing drugs.
  • It’s been suggested that social media and video games may have contributed by keeping teens occupied at home and away from any peer pressure to consume alcohol or drugs outside of the home. In this case, the distraction is a welcomed one.
  • One professional relates it to better relationships between teens and their

Digital Marketing

Social Issues Discussions Take New Shape on Tumblr


Tumblr’s recently launched project, Action on Tumblr, “hands a megaphone to the marginalized” by hosting panels of experts and advocates to answer questions on particular issues. Founded on the basis of addressing fears and hate, Tumblr hopes that the platform will serve as a catalyst for giving back and creating change for the greater good. Through Action’s Issue Time forum, users have the opportunity to anonymously ask panelists questions – topics of which have ranged from women’s sexual and reproductive health, to LGBTQ rights, to gun violence prevention.

So what kind of reach does the platform offer? The first Issue Time discussion racked up more than 100 million impressions. In November, Refinery29 partnered with Tumblr to bring users a panel of experts discussing reproductive rights – aligning with Refinery29’s aim to provide women with “the inspiration and tools to discover and pursue a more independent, stylish, and informed life.”

As Victoria McCullough, social impact and public policy manager at Tumblr, acknowledged, “We do look like this young, millennial, sort of progressive community, but that’s not everybody on this platform.” McCullough hopes to feature a spectrum of…

Digital Marketing

Google Search is switching to a mobile-first index.


The rise of mobile continues! Google has been slowly moving toward a mobile-first index for quite some time and they officially announced it on November 4th, 2016. It’s currently being tested and it is anticipated to fully roll-out in the next couple of months.

What exactly does Google’s mobile-first indexing mean?

In short, Google will crawl and index the mobile version of your site as its primary source for content and ranking signals for your site.

Google stated: “To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results. Of course, while our index will be built from mobile documents, we’re going to continue to build a great search experience for all users, whether they come from mobile or desktop devices.”

Mobile is even MORE important now.

More people than ever are living their lives on multiple screens. In fact, internet usage on mobile and tablet…