3 Key Takeaways From The 2017 F8 (Facebook Developers Conference)

By Michael Jacobsen (Digital Marketing Expert from Toronto)


The keynote speech by Mark Zuckerberg set the tone early for what was expected from the hour and a half keynote speech from 5 different speakers. It was “We’re making the camera the first augumentated reality platform.” The keynote ranged from explaining augmented reality effects to Messenger 2.0. Here are some of the key takeaways for marketers from F8.

  1. Creating Excitement From The Mundane With Augmentated Reality- Mark Zuckerberg and Deb Liu

The keynote started by looking at Augmentated Reality and the use of creating effects within real 3D spaces. SLAM ( a tool that allows you to insert text or objects) was key for the Augmentated Reality session. Being able to create and identify certain things digitaly and insert them in a physical setting was very interesting. You can leave notes to friends in certain areas or as well create art and have friends be able to see it within the city. Augmentated Reality seems to be Facebook’s new baby. They know people are sharing images more than words nowadays and they are trying to recreate and be better than their rival Snapchat. Facebook will allow users to creat their own filter and effects and be able to have thousands of filters unlike Snapchat. These filter will make mundane moments exciting and fun. People will also be able to interact with objects in a physical setting online. Overall, with Facebook enhancing object recognition, people can create around their physical world using digital tools and platforms.

2. Virtual Reality Will Change The Way We Interact- Rachel Franklin 

VR is said to be the next biggest social platform. We will be able to connect with others and live in a virtual world in which we can create. You can take your friends anywhere and interact with them in ways you never thought possible.  The VR app is called Facebook Spaces. You can invite up to 3 friends and use Facebook chat to reach others. Building your avatar will be a very customizable experience and will be able to match based on your Facebook photos. This will change the way we share experiences.

3. Messenger is now becoming  like Yellow Pages for businesses – David Marcus

The key trend from this section is that businesses are benefiting from being on Messenger. Companies have seen major lift from just being able to communicate via bots or people through Messenger. In fact, people seem to like using Messenger over any other type of communication to businesses. Messenger 2.0 will allow AI and chat extensions to help your business be profitable on group chats. Customers can order food now, play music, and buy movie tickets without even leaving the group chat.  For small businesses, AI will help answer key questions by creating bots that will get information from your business site. Overall, Facebook is creating a smarter and more practical messenging platform for your business to use and get interaction from your clients.

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at michaelbjacobsen@yahoo.comor on Twitter @marketing_mbj




5 Ways The Future Of Facebook Marketing Will Change In 2017

By Michael Jacobsen (Digital Marketing Expert from Toronto, Canada)


Facebook’s F8 conference really set a new tone for what marketing on Facebook will look like in the next few years. With the rise of Augmentated Reality and Messenger 2.0, companies will need to change their social media marketing practices in new ways. Here are 5 of the ways that Facebook marketing will change in 2017.

5. Being Able To Create Shareable Effects

Facebook is following the way of Snapchat in which companies can now have people become part of the marketing experience. By interacting and engaging with filters, companies will need to be able to create these filters for people to use. Nike created one for runners and it was seen as a success. You will need to build effects that will help foster and create a community for your brand.

4.  Using Automated Insights from Facebook Analytics

Automated Insights is Facebook’s newest feature for seeing the analytics behind anything you use on Facebook. It will help you find trends and patterns within all of your Facebook marketing. This will be a very helpful tool and a game changer as it will make your analytics department have an easier time.

3. Having Customers’ Digital Spaces Within Your Physical Space

One of the cool things that Facebook mentioned was that friends could leave notes to other friends when they go visit another place. So let’s say I go to a restaurant and leave a note to you to try the fish tacos, when you go to that restaurant you will see that note. As a marketer you can jump on this by telling customers to create their own digital sphere within your space. As a business you will want to encourage this.

2.  Use Virtual Reality To Create A Reality

One of the cool things with Facebook Spaces is that it will put groups of Friends in fun interactive setting. Your business can totally profit on this opportunity. Let’s say your a hotel chain or a resort. Imagine having the option to show customers a virtual showroom of where they can stay or interact. VR has great marketing potential for any business.

1.  Use Messenger As Your #1 Channel For Customers

Business who use Messenger are starting to see a rise in customer engagement. Messenger has evolved now to be interactive and become a customer service. Messenger in the future will be a one stop shop for companies to sell to customers and answer any questions they have. Having a great Facebook Messenger setup will help your business grow. Messenger marketing will be a major focus point this year.

Overall, Facebook marketing will see these changes for this year and beyond. As Facebook moves beyond text and goes towards images, your marketing will need to change.

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at michaelbjacobsen@yahoo.comor on Twitter @marketing_mbj


Top 5 Ways To Climb Up The Search Results

By Michael Jacobsen (Digital Marketing expert from Toronto, Canada)


We all want our brands to be on top of Mount Google. We want it to be right up there so people see us and click. Brands understand the importance of getting to the top of the search results. Very few customers looks past the first 3 organic search results. Therefore, it is important that your brand understands how to set everything up so you can be at the top. Here are five simple SEO techniques that will help your company climb.

1. Think What Your Audience Is Going To Type

If you want to get your audience’s attention, you are going to need to think like them. Now you do not have to be a psychic to figure this out. All you need is look at Google’s keyword planner and see what people are searching for within your industry. From there, you should add in some of the most popular keywords into your site. Perhaps linking a few relevant ones into your metatags. Remember to relevant and not too spammy.

2. Don’t Get Framed and Java Trapped

Spiders, tech that indexes for search engines, hate Java and frames. If you are inserting Java into your site. Make sure you have an HTML sitemap somewhere so that the spiders can get there easily and index all the pages.

3. Get Your Business On The Site

Lots of search engines have business accounts that you can sign up for and get your business on the map. Many businesses ignore this. By having a Google My Business account, you can be seen on maps and have customers within that area see you quickly. Sign up is free.

4. Ask Clients To Give You Reviews

Reviews matter. You want to make sure that the content and your business is great. Search Engines love great businesses and can look at links going back to your site. Make sure you have those reviews linking back to your site.

5. Get Social

Tweeting and posting about your business and your links is gonna help with the overall shares and importance of your site which the algorithm likes. Make sure to support your site through your social channels.

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at michaelbjacobsen@yahoo.comor on Twitter @marketing_mbj


Top 3 Tips On How To Market With A Cause

By Michael Jacobsen (Digital Marketing and Business Development Expert)


Welcome to 2017!! The new era of marketing with computers, influencers, and activist marketing.

Millenials trend towards products now that are less commercial and more environmentally friendly and fair trade. This new era of marketing wants to sell consumers the company’s kindness. A great example of this comes from World Wrestling Entertainment’s Stephanie Mcmahon who tweeted out “Philanthropy is the future of marketing”. 

You see businesses now promoting causes. Some are genuine and others are not. If your business wants to thrive in today’s age of marketing, you will need to play nice. You need to becareful though since an ungenuine attempt at a cause can hurt your business.Here are 3 tips on how to capitalize on a cause properly.

  1. Know Your Audience

It makes sense that Dove would work with a lot of women’s charities and organizations. They sell products to women. You want your audience to be reflected in your choice of a cause. You don’t want to go to far off script and make your customers think where is this going.

2. Don’t Brag About It

Being sincere means being humble. You do not want to look like you are taking advantage of a charity. You also don’t want to plaster your name everywhere. Be fair about it and promote your work once in a while.

3. Don’t Overdo It

Don’t look like a brown noser. You want to pick a few that relate to you. Don’t pick every cause out there. Just pick a few that you think will connect well with your audience and your product.

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at michaelbjacobsen@yahoo.comor on Twitter @marketing_mbj

3 Simple Digital Media Business Ideas For 2017

By Michael Jacobsen (Digital Marketing and Business Development Expert)


Businesses are constantly changing. Technology is getting more and more complex and jobs are becoming less and less. Are you entrepeneurial but you don’t have an idea for a business?? Well, here are 3 simple business ideas that you can start.

Digital Media Event Coordinator

If you love tweeting about love, then this business may be for you to start. Tons of weddings have photographers and videographers to capture the special day, but what about the digital media side. This is a business that would cost very little to set up if you have a smart phone and a laptop. You could send them up with a templated website (wordpress site). Give them a url. Set up social media channels for their event and run it. You could develop content and help people stay connected. Event planning is a big business and digital media is on the rise.

360 Videographer

As Virtual Reality is on the rise, business will need to show their product off in a 360 form. This is where you can come in. With a purchase of a 360 camera and some video editing tools, you could promote yourself as being able to film in 360. This is great asset for hotels, resorts, musuems, or even real estate agents. This is a market where right now you have very little competition.

Content Hyper

If you love to write and have the ability to sell something, then perhaps this business might be for you. Content marketing and blogging are on the rise for businesses but they have very little time to run them. They also don’t see the point of hiring bloggers (older businesses don’t). You could become a content marketing agency. All you need to have is a computer. Promote yourself by saying you will promote their business online and write content for their blog.

Overall, these businesses right now have very little competition. They cost very little to startup and you could really be ahead of the trend. Capitalize on the now!!

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at michaelbjacobsen@yahoo.com or on Twitter @marketing_mbj

Top 5 Best Practices of Using Facebook Live

By Michael Jacobsen (Digital Marketing Expert from Toronto)


Facebook Live is now one of the hottest new ways for businesses, celebrities and people to reach out to their audiences and get opinions in a real time environment. It is a fun and exciting way for businesses to interact with their customers. There are though many ways that business can be hurt from going live and can set themeselves up for some awkward situations. Here are the top 5 best practices for using Facebook Live.

1.Schedule and promote your event

This is a really important first step. So many people just feel like logging in and using it at that moment. This could lead to a lack of views and not much engagement. If you mention on your Facebook wall the day before that you are having a Facebook live session, then you will get more people wanting to participate and also prepared. If it is a Q and A session, then perhaps in the promoted post to have a line asking people for early questions for the Facebook Live tomorrow.

2. Have a purpose for it

Don’t just log in and just hope the conversation comes to you. Have a purpose of going live. Think about what format you want it in and what are you trying to promote. Prepare formats like Q and A or maybe just a showcase of your product with a little bit of interaction. Either way make sure you are going live for a reason and not because your company wants to try it out.

3. Be interactive 

Remember Facebook Live is a two way street. People log in because they want to interact with you. Asking questions to your customers as well as reading their comments out loud and thanking them is really good for building that interaction. Not every comment has to be read. Try to skim over the negative ones. If majority are negative then just drop the convo and interact with your surroundings. Have fun and don’t be afraid to communicate with your audience.

4. Use a moderator if you have a Special Guest

Nothing can be more awkward than a celebrity being asked an unedited , unfiltered question. If you are having any one that is considered a special guest, it is best to pick and choose the comments yourself as well as not letting the special guest being able to see the live comments coming in. You can either get your camera person to do it or even yourself.

5. Write a script

This really comes down to being prepared. Consider it to be like a live tv show. Have content prepared. Have segments and topics to cover. So many people come into Facebook live expecting the audience to carry the show but in reality you do. Make sure you are prepared and that you have talking points to cover. No one wants to watch you blunder around looking for something to talk about.

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at michaelbjacobsen@yahoo.com or on Twitter @marketing_mbj

5 Tips On How To Be A More Creative Marketer

By Michael Jacobsen ( Digital Marketing Expert From Toronto)


In today’s business world, a major problem that many marketers have is how to capture people’s attention to their products.  People do not seem to pay much attention to the traditional advertisements. This is primarily due to the oversaturation of the advertising market.  For example on a typical workday for many people they will hop on a bus or subway and see the many advertisements plastered about.  They get off and walk down the street, bombarded with even more advertisements. Advertisements are almost everywhere and as a result everything becomes a blur except for a few eye catching ones which stand out from the rest. Therefore it is necessary to be very creative and produce standout advertisements in this new age of marketing. However I should warn you that creating eye catching marketing is getting tougher and tougher with the advancements of technology, but I can provide you with 5 tips on how to become a more creative marketer.


TIP 1-Get Ridiculous

Have you ever noticed that some of your best ideas appear when you are relaxed and having fun? A few of the biggest companies in the world have implemented this strategy.  A perfect example is Google. This company has turned their buildings into giant playgrounds for adults with very long slides going between floors, ping pong tables, etc. Your company may not be able to accommodate all of the fun things that Google has but the essence of the fun, creative culture needs to be there. You should have relaxed, fun meetings allowing for the simple flow of ideas. People should be allowed to make jokes and throw out every idea, no matter how bad. You should be reminding yourself that structure does not breed creativity. Therefore escape from your usual structure and host your marketing meetings with the idea of having fun and being relaxed.


TIP 2-Build A Life Story For Your Brand

If you could pretend that your brand is a person, Who would it be?  A first glance you may think that this question is ridiculous but just think about it. If you answer this question and get a specific persona for your brand it will help you get a better understanding of how you are going to represent your brand to the public. You will be more creative and it will give your brand depth. Once you have established who that person is, you can have brainstorm sessions to determine potential traits for that person. For fun you could compare this imaginary person to a celebrity or add characteristics of a specific celebrity. Later you can build a life story for your person/brand. Doing all of this, will help your marketing people be more creative and in-depth.


TIP 3-Escape The Norm

It is important that you do not look at the past or present advertisements to help you create new ones. You do not want to just edit existing advertisements. You should think of your marketing like an original masterpiece of art. You should try to build something new. What is not out there?  Can your brand reflect a message that is not out there? Can it be controversial? Is it truly different? Difference is very good in branding because it catches attention quickly. You want something new and fresh that the media has never seen before. Think about what would shock you or catch your attention. However it is important to remember that the message represents your brand personality and targets your specific intended audience.


TIP 4-Turn Your Marketing Into Movie Making

You should think of your brand or marketing campaign as a movie. Who are your stars? What is the plot? How will your brand save the day? I think when companies start thinking of their products as Hollywood movie stories people get very excited and usually start coming up with amazing ideas for marketing.  This should help increase creativity greatly. One suggestion is to split up your marketing group at a meeting and tell each group to come up with a different story based on a movie plot of how your brand saves the day. Maybe your brand could even be a superhero.


TIP 5-Be Really Real

Now with this tip I will tell you something that is the complete opposite of what I have said before.  Some companies do not need a crazy imagination, as mentioned above, to be great marketers. In fact, in some cases, the opposite is true.  For some companies they need to start being creative with what is in front of them. Some of the best advertisements are the ones that say exactly what everyone is thinking. The company comes forward in their advertisement and say it. This is different because most companies hide behind an imaginative façade and sell their product through that. An excellent example of an advertisement where the commercial is saying exactly what everyone is thinking is the very realistic Buckley’s Cough Syrup. It probably took a bit of creativity to build this advertisement but overall it came from a very real place. Therefore you should also remember to be creative with what is around you. It may work wonders for you.


  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael for hiring or more at michaelbjacobsen@yahoo.com or on Twitter @marketing_mbj



Top 5 Ways Of Building A Passionate Consumer Base

By Michael Jacobsen ( Digital Marketing Expert From Toronto)

concert-768722_1280 (Image from Pixabay)

Sports teams seem to have some of the most passionate fans when it comes to consumers loving them and their businesses. Fans feel like the teams represent them. As a result, they buy into the teams’ products and follow their games religiously. I have had the great pleasure of working in the sports’ industry for about 3 years and I can definitely say that the relationship between the consumer/fan and the sport organization is an unique and interesting one.  I have found that fans are passionate consumers when it comes to their teams. The spending patterns/passion of these fans are generally not  seen outside of these sports’ areas with a few exceptions.  These exceptions include companies such as Apple, which has passionate fans around the world  lining up for many hours at an Apple store to be the first to buy a newly released product, and the highly successful Disney.Therefore, the big question is WHAT ARE THESE COMPANIES DOING TO GET SUCH A PASSIONATE COMSUMER BASE? Based on my observations here are the top 5 ways your company can build a passionate consumer base that will keep coming back to you and supporting you.


  1. Build A Reason

The first thing you need to do is to know WHY YOUR BUSINESS EXISTS AND WHO IS IT FOR? You have to answer specifically the following questions: Who is my target audience? What do I want my brand to be and why? With this reason of why your business exists, you will have a better idea of who to promote to and how to sell reasons to the consumer to purchase your product. A few years ago, I worked for a sports team. During our first season, we determined that our major goal was to build a family friendly environment.  We offered cheap entertainment and an overall fun afternoon for the whole family. We were successful. Families became passionate fans. Therefore, if you are able to deliver on your reasons, then people will come and keep coming back.


  1. Establish 2-Way Communication

Another way to become popular with your consumers is to offer multiple ways that they can communicate with you and you can communicate with them. Social media accounts are very popular for businesses nowadays. Your company definitely needs it and you need to provide one, which has  great and interesting content. You have to keep the consumers in mind at all times and you should provide them with fantastic secondary experiences for them to look at after they have left your store.


  1. Build Into The Customer’s Life

One of the things that Disney has done extremely well is that they have become part of almost everyone’s life. Over many years, they have presented numerous stories and characters to children. As a result, when the children grow up, they have already been exposed to the Disney brand for almost their entire life. Almost every child on earth knows about Disney. They have created their way into our lives and culture.  Therefore, you should take lessons from Disney and you should build your brand into your audience’s life. Think long term. When I worked for a sport team, we made sure that we built our brand around family afternoon entertainment. We promised fun family activities throughout the afternoon at affordable prices.  It worked and we were successful.  We built our company around summer afternoon schedules of the families. Overall, you have to build a path for your audience to follow and make sure that they put you Into their schedules.


  1. Treat Your Customers The Way You Want To Be Treated

To be successful, you have to make sure that the customers, that buy your products, are treated like gold. You want to maintain them at all costs. Each of these customers are your potential ambassadors for your company. In my experiences, I have seen many companies deliver terrible customer service. It should be extremely embarrassing to them but it is not.  You should be thinking that the way you treat your customers is the way that your customers will be treating you. I have seen unsuccessful businesses that only cared about short-term gain and did not think about longevity. All they cared about was the money and did not care about the treatment of their customers. These businesses were losing sales fast and management did not put in even simple efforts in working out their customer services. Therefore, it is extremely important to know that if your customers hate your business but your products are fine, then your main problem is probably the way that you deal with your customers.


  1. Build An Experience

Based on my experiences I can tell you that people will not remember what you did for them, but they will remember how you made them feel. Disney is an amazing company when it comes to this. It offers millions of people the warm, fuzzy feeling of happiness and it makes many of us feel like a kid again.  Disney is a master at this product experience. Therefore your product needs to make people feel in a way good and secure. This experience will help keep customers loving your product and coming back for more. I worked for a company that we made sure that we built on the experience of having fun and enjoying a night out with the family. We made sure that staff were properly aware of providing this experience and that everyone played a role in creating it. We made sure that staff were always smiling and greeting customers . This made people enjoy themselves more and the friendliness of the staff helped build long-term bonds with the customers and the business. People came back because they liked the way they felt with our business. We built a successful experience for them and you have to do it too for your business.


Overall all of these are five of the top ways to build a loyal, engaging consumer base for your business.

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at michaelbjacobsen@yahoo.com or on Twitter @marketing_mbj

Top 5 Mistakes That Can Kill Your Startup

By Michael Jacobsen ( Digital Marketing Expert From Toronto)


During my career I have had the honour of working with several different startup companies. A few of them have gone on to become very successful.  However the majority of the startups that I have worked with in the past have failed miserably. As a result of that, my resume looks more like a graveyard of failures than a list of accomplishments. However I do not consider that my experience with these startups is like a barren graveyard because I have acquired invaluable knowledge from these failed companies on why they failed and have found that there are common factors. I have found that other companies’ failures can provide great lessons for newly forming startups to succeed.  This is very important because 99 % of startup businesses fail within the first year. Therefore if you know why they failed then perhaps you can better prepare your company to succeed. Based on my experience with failed startups here are the top 5 mistakes that can kill your startup:



The first mistake that I have seen many owners do repetitively is that they want to start off at the top, completely bypassing the growing curve. They want instant results and they want to get rich quick. They do not want to start small and work their way up. Instead they want to throw it all out and grow very quickly. One of the owners that I worked for threw a massive party at an expensive popular nightclub before his product was even officially launched. Half the people invited to this party were not even our target audience. Having a launching party at this popular nightclub would have been great for exposure with the right audience, but that audience was not there. The owner spent a lot of money just to show off and have a good time. But it was a waste of money for the company and it basically accomplished nothing.  I have also seen owners spend a great deal of money on a ridiculous amount of inventory, even though I knew that it would be nearly impossible to sell all of it in the first year. People need to learn that startups go through growth curves and you cannot rush it. You cannot start at the top of the curve.  You must be patient with it. Usually this starting off large and in charge strategy causes a great deal of expenses and cuts which results in failure.money-163502_1280



This mistake is a major one. I have seen several owners literally create marketing campaigns based on what appeals to them alone with no considerations for an audience. It is extremely important to remember that your company is not about you. It is about the people you are selling to. The messages that you communicate must be the ones that these targeted audiences understand. I have worked with owners who have told me who the target audiences are and then they message the marketing in such a way that it goes against them. In addition, I have also worked with owners who want to target everyone. This strategy failed because they spread themselves too thin. Therefore it is important that before you do any marketing, you must decide and research who your customers will be. If you do not do this, you will fail.blind-823530_1280


In my experiences I have seen that many owners and business people fail to see the faults in their company. They are blind to them. Why? Well, many of them like to think that their company is the best and has no flaws. According to them it is perfectly designed. They put their egos into the business and refuse to think of any weaknesses. I once worked with an owner that claimed to be a business guru and that he always was a success. He taught business to other people and wrote several books about businesses for other people. This person literally listened to no one but himself. He was the self-proclaimed expert.  When the startup first started, people within the company and outside of it would tell him that he was doing something wrong with the company but he refused to listen. When the company was in its final failed stage, we all knew that the owner was wrong. Therefore it is very important that as an owner you must listen to others about your company and seriously look for weaknesses in your company. No company is perfect and yours is no exception.



Because your company is a startup and money might be tight at the beginning, you may be considering hiring cheap labour or getting volunteers/interns to work for your company. Just remember the great quote by Red Adair that states, “If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.” This quote is very true. I have seen startup companies hire a large work force of cheap labour, instead of hiring one or two professionals. Unfortunately for these companies the scene became very ugly. Therefore it is very important to remember that if you want to make sure that you start your company off on the right foot get the right people for the job. Make sure that these people have the needed experience in the specific field that you want them to have and that they are not just interns or volunteers. Too many companies will go the volunteer route because it is much cheaper but in reality it does not help your business and will probably result in failure. Therefore you want to make sure that you hire at least one qualified experienced expert when you begin your startup.



Another extremely point for you to remember is that knowledge is power and power will help keep your business going.  An idea is great for a startup, but if you do not have any knowledge or information about what your business and environment will look like, you are just going to be throwing stuff around until it sticks. Not doing research prior to starting up your company will cost you a great deal of time and money, and will probably result in failure. I worked once with an owner who did not know the exact population of the city that he was going after in his target audience. He had overestimated it by several millions. I have also seen companies that have had unrealistic crazy projections on how their businesses were going to grow. Their numbers were based on best case scenarios without looking at worst case ones. Therefore if you want to succeed with your startup, you have to be realistic when doing your homework and do your research wisely.


Avoid these top 5 mistakes with your startup and you will have an excellent chance of being in the 1% group that succeeds.

  • Michael Jacobsen is a Digital Marketing Expert from Toronto. For more information or questions that you may have about this blog or Digital Marketing, please contact Michael at michaelbjacobsen@yahoo.com or on Twitter @marketing_mbj