Marketing is about communication and creativity. That’s why it’s so distressing to find it riddled with cliches. You might even say we’ve reached Peak Marketing Cliche, but that in itself smacks of cliche. Here’s Digiday’s stab at identifying the most egregious, which just may bring you to forswear them from your vocabulary. Thanks to many in the agency and marketer worlds for your contributions to this list. Please add your own in the comments, or tweet us @digiday.
There was a rude awakening last week for some in the new digital world. When it comes to platforms, there are owners and there are renters. Apple flexed its muscles and sent shockwaves through the publishing world with news it would take a hefty 30 percent cut on subscriptions for the iPad. Many publishers grumbled this was unreasonable, seeing as they’re still figuring out business models that support digital distribution.
Publishers had plenty of warning the Great Facebook News Feed Purge was coming. That doesn’t make the news any less painful for many. Digiday spoke to several publishers about who wins and who loses in the aftermath. Giant publishers Facebook evened the playing field for publishers. It was what enabled overnight traffic sensations like Upworthy, ViralNova and Elite Daily.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".