February Internet Roundup

Updated: Jun 6

In one sense, it feels weird and wrong to proceed with normal life while Ukraine fights for life and liberty. But in another sense, continuing to do our work, taking care of our loved ones, and even allowing for moments of joy are ways that we turn from despair to action.

We have a few industry links to share with you as well as a new service we're launching for one of our clients. But first we'll share a resource for how you can take action on behalf of Ukraine today.

Russia-Ukraine War: Info and ways to help

Fred Rogers's mother told her young son that when disaster strikes, "look for the helpers. You can always find people who are helping." We look to the helpers and heroes during this time. But we also can be the helpers, even from thousands of miles away.

But with all the ways in which disinformation has spread out of Putin's regime (and even from those here at home), you want to make sure that the directions you send your help are legitimate and will be received by the right people.

We've seen how easily fake social media accounts out of Russia have sown disinformation, discord, and confusion, so we caution you to check and double check your sources of information and the legitimacy of any organization you send funds through.

Eddie Shleyner, founder of and of Ukrainian heritage, has shared this collection of information about the war and resources for where you can help or donate.

Companies let customers break up with Valentine’s Day marketing emails

In the past couple of years, brands have started allowing their email subscribers to opt out of emails that may bring more pain than joy. Initially email marketers allowed subscribers to opt out of emails for Mother's Day, then Father's Day. This year companies also allowed subscribers to opt out of Valentine's Day emails.

It's a relatively simple way to demonstrate empathy to your audience, and you can be sure it doesn't go unnoticed.

Website Strategy: Examples of the 3 fundamental site elements that power digital sales and marketing results

These three case studies feature how changes to design, UX, and copy can make a dramatic shift in conversion on your website. Interestingly enough, the changes that shift the focus from the company to the customer are the changes that make the biggest difference.

Barilla uses Spotify playlists to take the guesswork out of cooking pasta

Talk about delighting your customers. The pasta brand Barilla created a playlist for the exact cooking time for each type of pasta. So simple yet so creative and thoughtful. And now we don't risk soggy pasta anymore.

Paris Mountain Marketing creates fresh playlists each year for attendees of annual music festivals Highlands Food & Wine and Bear Shadow. The Spotify playlist is just another

easy (and inexpensive) tool to cultivate your customer's relationship to your brand.

PMM Client Update: Launching SMS communication for FIND Outdoors

Our client FIND Outdoors, in cooperation with the U.S. Forest Service, is launching a text alert service for visitors of the Pisgah National Forest. Visitors can opt in to receive real-time text updates regarding anything that would affect their visit, including site closures and operational changes.

Late last year, we were challenged with how best to communicate ongoing closures due to weather and updates in hours of operation. We were posting on social media. But due to the platform's algorithms, our engagement was plummeting and our entire feed was based on alerts.

We did some research and decided to switch urgent communications to text alerts instead of social media.

Right now we're beta testing one location for FIND Outdoors with the plan of rolling the service out to all FIND Outdoors-managed locations.

In the research and planning stage, we discovered that...

  • 91% of consumers say they would opt in for text messages from brands

  • SMS text has a 98% open rate compared to 20% for emails

  • It takes just 90 seconds for someone to respond to a text but 90 minutes to respond to an email

All things considered, we believe this is the right next step for this client by helping them develop a better visitor experience.

Paris Mountain Marketing's goal is to make it as easy as possible for the right audience to do business with your brand. Whether the audience is people looking for their next restaurant experience or planning their next outdoor adventure, we use a variety of digital strategies to get your message to the right people.

Schedule your consultation with us today.