Latest Posts

Cutting URLs down to size

Cumbersome URLs are not only a challenge for marketers to remember, but rest assured the public at large isn’t going to remember them either. So what’s a marketer to do? A vanity URL , if you remember, is a unique web address that can be branded and used in marketing executions.  The main reason people use these types of URLs is to facilitate Internet traffic flow by helping to find a specific domain that may be difficult to remember.

Some of the reasons brands use this approach include:

  1. To increase traffic, usage and sharing with URL specifically named to support a marketing campaign
  2. To build trust by leveraging familiar terms
  3. Facilitate social sharing (radio, tv, print and magazines)
  4. Help boost your SEO efforts with additional inbound/outbound traffic

In recent years, “URL Shorteners” have also become a popular way to create a vanity URL. Shortening the URL is useful for easier memorability as well as when you have a strict limit on character counts, such as Twitter. There are many services out there that can shorten any URL and track the clicks on it, in fact, you can even register your own branded shortener in some cases. Be careful when using these offline though as some of them are case sensitive.

Whether you want to drive traffic to your website or your social media channels, consider the use of vanity URLs to increase your performance and remain top of mind.

10 Questions you Should ask when Hiring an Agency

We’ve asked three CMOs to share their thoughts about this updated list of critical success factors (for them) when they’re in the process of selecting a successful agency partner.

  1. Will the “pitch team” become the account service team? As a brand, you don’t want a secondary team on the account after the pitch.
  2. Is your business culture and agency culture complementary? “Culture match” vs. “culture clash” is essential to a good working relationship. Try to immerse yourselves in the agency culture before making a selection.
  3. Does the agency know your industry and understand your business goals? Armed with that knowledge, they will run successfully.
  4. Does the agency understand how to target your prospects? Do they understand the purchase cycle from consideration to closing the deal?
  5. Will you have direct access to the creative team? It’s not needed for everything, but direct communication can bring better results.
  6. Are there good listeners on the account team? The account team is your “voice” in the agency so they need to understand your goals and objectives in order to articulate back at the agency.
  7. Will you have access to C levels within the agency? Someone you can call to get something done?
  8. Will your agency agree to full-team meetings on important assignments? Doing regular check-ins is also important.
  9. Does the agency have a plan to update you on project status as it moves through the production cycle? You don’t want to be deluged with more emails.
  10. Does the agency have measurement and analytics skills? Analytics are not for reading, they are for discussion, you need to understand to be “part of the discussion.”

Google’s Mobile Friendly Algorithm Update and What’s Next.

Whenever Google updates its algorithm, it always generates a lot of buzz!

Our first Mobile eTip highlighted “Responsive design and why is it important” to have a mobile friendly site in today’s world. Although some have coined Google’s latest update as “Mobilegeddon“, it’s all not doom and gloom however, you may not like the results. (more…)

Delta CEO gives millennials purposeful leadership

Reprinted from South Florida Business Journal

Lots of money has been spent trying to figure out what motivates millennials (18-32 year-olds) and yet most millennials will tell you that they want to be treated like individuals, not stereotyped in a research cell. (more…)

Localization: The Next Content-Marketing Trend

A recent study by Forrester suggests that the best way to increase engagement is to communicate with prospects in their own language, to present relevant (more…)

Auberge Beach Residences & Spa Opens Sales Gallery

Congratulations to our client Auberge Beach Residences and Spa in Fort Lauderdale for the opening of their beautiful beachfront sales gallery. The Auberge Beach partnership is made up of a distinguished group of organizations that include Fort Lauderdale icons: Fairwinds Group (Ireland-Mitchell Families), The Related Group, Fortune International Realty and Auberge Resorts; and is scheduled to open in 2017.

Starmark was asked to help the Auberge team develop their social media strategy and presence while educating consumers about the luxurious Auberge brand – best known for its wines, fine dining and world-class spa experiences. The Auberge Beach project will be the first of its kind for the brand in Florida, and Starmark is proud to have been selected as part of the team that will work hard to make this project a success.

3 Vine Celebrities give their advice for maximizing the power of 6 seconds

Vine is a great quick way to get your message out there on video.

But for some companies, creating yet another media channel that they have to manage and maintain can be too much. So, how can you leverage this great new platform without all the overhead? We asked three Viners about hiring a Vine celebrity and here’s what they had to say:

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How a marketer can take advantage of the Internet of Things

The Internet of Things creates new opportunities for marketers to connect with their customers in one of the best ways possible, a “helpful” way.

As a reminder, the Internet of Things is all about connecting devices to the internet that can report a status to a user, as example, wearables, equipment, home automation, etc. (more…)

Understanding Mobile App Analytics – are you “appy” with the results?

Global mobile data traffic grew 69 percent in 2014 (Cisco), mobile presence is more than just a trend, it’s a way of life, understanding the difference of Native Mobile Apps and Responsive Web Design, will help us kickstart a solid mobile strategy, but understanding how Mobile App Analytics differs from Web Analytics is key to building and sustaining a successful mobile presence. (more…)

Starmark wins 9 ADDY Awards at Fort Lauderdale/Palm Beach AdFed Gala

Fort Lauderdale based integrated marketing agency Starmark has received nine awards, including two gold and seven silver, at the Advertising Federation of Fort Lauderdale and Palm Beach ADDY Awards. (more…)

Create a cool bus shelter that turns commuters from cold to hot, on the spot.

Starmark helped Greater Fort Lauderdale Convention & Visitors Bureau warm up Boston and Chicago this winter by beaming the beach into first-ever, live-broadcast interactive bus-shelter consumer activations, to bring a little #HelloSunny to some unsuspecting commuters in Boston and Chicago. (more…)