Here's another submission from Mr. Kahns. As Lesson #5 in my forthcoming book, "Everything I Know about Marketing I Learned from Google," dictates, it's critical to "Be Where Your Audience Is." That means creating a presence in all the various social media outlets to engage customers and prospects -- or, in this case, music fans -- on their time and on their turf. And, even more important, is promoting your presence on each of these channels. Jump Smokers gets this lesson half right. They've built the requisite social media pages but they resort to pimping them via alllowercase Bad URLs buried at the bottom of their Print Ads. By doing this, readers are more likely to jump right past the entire copy block, leaving the artist's efforts up in smoke.
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