When it comes to strategy and planning today, it’s hard to know where to start in marketing agencies. You have someone who’s a traditional brand planner. Then you’ve got the digital strategist. The social strategist. The list goes on. I’ve even seen the term ‘conversion rate strategist’ thrown about. It’s no wonder clients are confused about what ‘strategy’ even means. In our industry, clarity should matter. Strategy is not just clarifying a brief or crafting an insight.
Every time I hear someone say what an amazing business Amazon is, there’s a part of me that rolls my eyes a little. Bezos has changed expectations in e-commerce and done an amazing job at pioneering e-commerce and logistics models. But build a successful business? 20 years since their founding, that remains to be seen. Now if you’d read the news headlines you could be forgiven for thinking Amazon has had a cracking year. Even Wall Street analysts are agreeing with this.
I must ask — does anyone seriously think six second ads are a good reflection on the advertising industry? When TV networks announced that they were going to introduce six second ads, it marked a change in the media world. For once, TV networks were explicitly following the lead of Google. No longer was big tech trying to mimic TV. TV was now mimicking big tech to compete for ad dollars. It follows a theme in ads — the shorter, the better. You hear this all the time.
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".