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December 27, 2014
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mattskal
mattskal

Los Angeles, CA
Online Marketing Lessons: 109 lessons I've Learned in 2014
Warning: You’re going to learn 109 of the best online marketing lessons on Earth.

December 20, 2014
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mattskal
mattskal

Los Angeles, CA
Instagram Beats Twitter for Brand Engagement
Socialbakers decided to look deeper into the numbers...  It found that that Instagram not only has more users than Twitter, but also tends to provide more engagement for brands.

December 11, 2014
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mattskal
mattskal

Los Angeles, CA
City: #HowToSantaFe marketing campaign reaches 5 million people
The city’s #HowToSantaFe social media campaign didn’t #BreakTheInternet. But city officials say it exceeded their expectations, reaching 4.9 million people worldwide and generating 52.3 million views, according to a report released Tuesday.

October 23, 2014
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mattskal
mattskal

Los Angeles, CA
Tourism PR Professionals Say How Social Media Changed Their Jobs
As social media became more mainstream over the past five years, many public relations (PR) professionals now feel it’s easier to connect with journalists.

October 18, 2014
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mattskal
mattskal

Los Angeles, CA
7 Ways to Better Integrate SEO Across Your Marketing Channels
Search engine optimization is one of the most essential marketing functions to help drive qualified visitors to your website on a regular basis, but unfortunately many marketers and business owners make the mistake of thinking of SEO within a silo.

October 02, 2014
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mattskal
mattskal

Los Angeles, CA
The Changing Relationship Between Travel Brands and Instagram Influencers
Social media has turned destinations’ marketing strategies on their head and introduced a new player — the social media influencer — into the mix.

September 27, 2014
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mattskal
mattskal

Los Angeles, CA
The Selfie As Ad Format
If mobile has contributed a unique art form to the culture, it's the selfie. The ubiquitous smartphone camera-snapped self-portraits have become as synonymous with mobile phones as apps and text messaging. So why not turn them into a new kind of native advertising for mobile?

September 25, 2014
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mattskal
mattskal

Los Angeles, CA
Which Mobile Location Ads Are the Most Accurate?
Hyperlocal campaigns account for the largest share of accurate US mobile location-based ads

August 21, 2014
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mattskal
mattskal

Los Angeles, CA
How Heineken defines the new consumer
The new consumer: Someone who integrates technology more and more into his or her life while demanding brands keep pace.

August 19, 2014
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mattskal
mattskal

Los Angeles, CA
The Rise of InstaMeets in Travel Marketing
We still haven’t seen much proof about a real ROI with Instagram, but the odds are better when you have users with wide audiences outside of travel.

August 17, 2014
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mattskal
mattskal

Los Angeles, CA
Video Best Practices in Travel Marketing
Earlier in 2014, Tourisme Montreal launched a six-part web series called Montreal Boy, some strings attached, just like you’d watch a television series on your home screen or Netflix. The novel aspect here is that the destination itself, Montreal, plays a second role to the main characters, which are a gay couple. This web series is a part of Montreal’s unique campaigns for the LGBT community, and it contributes to a brand positioning as gay-friendly travel destination.

August 15, 2014
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mattskal
mattskal

Los Angeles, CA
8 Game-Changing Marketing Lessons From the ALS 'Ice Bucket Challenge'
If you have any social media presence at all, particularly on Facebook or Instagram, over the past few weeks you have probably noticed a daily influx of video posts in your timeline of people dumping buckets of ice and water over their heads. Fear not--this is not likely in reaction to the effects of global warming or people trying to escape the "heat" being generated by summer boy band tours. This viral phenomenon is the "Ice Bucket Challenge," which is being taken on by growing numbers of men, women, and children to help bring awareness to amyotrophic lateral sclerosis (ALS), also known as Lou Gehrig's disease.

August 11, 2014
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mattskal
mattskal

Los Angeles, CA
Improve Your Marketing Campaigns with Google’s UTMs
Ever wonder where your web traffic comes from? Or maybe if your email newsletter is actually earning any visitors for your website? Well boy, do I have good news for you! Google’s Urchin Traffic Monitors (UTM) can do that and more.

July 17, 2014
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mattskal
mattskal

Los Angeles, CA
Instagram Influencers Double the Reach of Los Angeles' Latest Campaign
DiscoverLA recently wrapped up a campaign that highlights celebrities’ and locals’ experience and love for the city. But when looking to spread the word on the #LAStory campaign and collect new submissions, the tourism board ditched traditional media buys for a new kind of influencer.

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mattskal
mattskal

Los Angeles, CA
Pure Michigan Shares Its Secret for Instagram Success
Michigan’s state tourism board has found that its social media fans flock to gorgeous scenery, but who takes the photo also makes a difference... The organization ran a 10-day Instagram contest asking locals and visitors to upload their best beach photos with the hashtags #puremichigan and #beachchallenge. The goal was to crowdsource original content, something other successful destinations like Australia believe in, and highlight summer hotspots.

July 16, 2014
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mattskal
mattskal

Los Angeles, CA
Best Practices: How to Woo Mobile Daters | Best Practices
More brand advertisers may soon join the online dating fray, lured by a fast-growing, engaged consumer segment.

June 26, 2014
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mattskal
mattskal

Los Angeles, CA
Tourism Australia explores news-style content, virtual reality
The CIO and CMO of Tourism Australia have joined forces to develop innovative storytelling aimed at bringing more visitors to Australia. Tourism Australia CMO, Nick Baker, and CIO, Dave Rumsey, have redesigned the Australia website to bring in news-style content and make greater use of social media, they said in a session at the Mumbrella360 conference in Sydney. In addition, the executives have played with Oculus Rift and are interested in how virtual reality (VR) technology might be used to share Australia’s highlights with the world.

June 10, 2014
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mattskal
mattskal

Los Angeles, CA
Can Native Ads Save the Soul of Digital Advertising?
Execs Debate Whether Programmatic Buying Will Screw Up Native Ads

June 05, 2014
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mattskal
mattskal

Los Angeles, CA
Procter & Gamble to Buy 70% of Digital Ads Programmatically
Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year, according to people briefed on the company's plans. That's an ambitious goal for the world's biggest media spender and sure to cause brand marketers that have resisted automated trading to reconsider. Until now P&G's use of programmatic buying has been mainly limited to relatively small tests.

June 04, 2014
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mattskal
mattskal

Los Angeles, CA
MediaPost Publications Programmatic Is The Solution, Not The Problem
The recent article "The Coming Subprime Advertising Crisis" points out flaws within the advertising industry as it evolves.  While there are core elements of the advertising ecosystem that need to be addressed to ensure that we deliver value in the ecosystem, we cannot blame programmatic media or data-driven targeting. On the contrary, programmatic media and data-driven targeting are part of the solution, and key parts of a well-oiled advertising algorithm. They are not the problem.

June 01, 2014
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mattskal
mattskal

Los Angeles, CA
The frighteningly overblown reports of online fraud
If you have read anything about online advertising in the past year, you may be afraid that the industry is about to collapse under the weight of fraud. Headlines scream that robots are the source of alarming amounts of ad impressions – and a story even ran here on VentureBeat recently outlining the various types of ad fraud.

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mattskal
mattskal

Los Angeles, CA
Instagram Develops Into Career Path For Photographers
Hear the term Instagramer, and you probably envision teenagers taking endless selfies or diners obsessively snapping pics of their meals. You’re less likely to think of someone like Chris Ozer (@chrisozer), an up-and-coming commercial photographer whose clients include Nike, Johnnie Walker and Mercedes-Benz . Yet, for Ozer, and a growing number of social media-savvy photographers, Instagram is more than just a creative outlet. It’s become a launching pad to lucrative work with top brands eager to connect with Instagram’s audience.

May 27, 2014
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mattskal
mattskal

Los Angeles, CA
Mondelez Adopts 'Storytelling at Scale' across Europe
Ms. Carter works across Kraft-owned Mondelez International's biggest territory, Europe, which covers 33 markets. Last year the U.K. success of her Cadbury Creme Egg digital campaign, made up of a series of one-off posts that created a narrative thread, brought about a shift in the confectionery giant's social media strategy.

May 23, 2014
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mattskal
mattskal

Los Angeles, CA
What’s the law around aggregating news online? A Harvard Law report on the risks and the best practices
So much of the web is built around aggregation — gathering together interesting and useful things from around the Internet and presenting them in new ways to an audience. It's the foundation of blogging and social media. But it's also the subject of much legal debate, particularly among the news organizations whose material is often what's being gathered and presented.

May 19, 2014
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mattskal
mattskal

Los Angeles, CA
The CMO's Guide to Programmatic Buying
Programmatic simply means automated. A lot of people confuse it with buying ads through computer-run auctions -- known as real-time bidding -- but that's just one way to buy ads programmatically. At its core, programmatic buying is any ad buy that gets processed through machines.

May 11, 2014
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mattskal
mattskal

Los Angeles, CA
How #Hashtags Became The Raised Fist Of Punctuation
Hashtags began as a way to search for tweets about specific topics (#socialmedia), evolved into a tool for adding nuance (#ohyeah) and are now showing up in places where they appear to serve no practical function whatsoever: on T-shirts, book covers, purses and signs. We can’t click on physical objects. But we throw hashtags on there anyway.

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