Companies that want to success in today’s market need to have a strong online presence. Marketing tactics used in the past, such as newsletters, leaflets, events, radio and TV ads, etc. are still important but need to be combined with a comprehensive and customized digital strategy. Some companies decide to save money and assign their…
Is in your 2017 business plan to focus more efforts on increasing your website ranking? Congratulations you are in the right track to take your business to the next level! In this blog post we have compiled several useful tips to achieve this goal with the help of SEO. What’s is SEO? If you are…
The digital marketing landscape will keep changing and growing at fast speed in 2017 and predictions for Search Engine Optimization (SEO) are similar. You need to be aware of the changes and respond to the new trends. To help you strategize successfully your SEO activities we have summarized some recommendations that you can start implementing now…
Having an efficient online marketing strategy is core for businesses with an online presence. Measuring the impact of your marketing strategy is as important as implementing it and it requires understanding of the basic advertising terms used by marketers nowadays. In this article we have compiled a list of online marketing terms and acronyms…
Marketers and consumers have something in common: Neither group knows quite what to make of mobile advertising. But we’re getting there. We know, for instance, that consumers are willing to view certain ads they consider relevant to them. Yet there is an overall aversion to the prevalence of mobile advertising, PwC reported recently. That – and the relative newness of this advertising trend – may help explain why marketers are not unanimously on board with every aspect of mobile programmatic advertising.
Marketers do value mobile advertising, though. Different brands and organizations tend to focus on the aspects that are most relative to their current marketing campaigns. More and more, marketers are shifting funds from other formats to fold mobile strategies into their programs. In the latest IAB Mobile Center’s “Marketer Perceptions of Mobile Advertising” research, a holistic look at marketers’ views of mobile, two out of five marketers agreed that mobile programmatic advertising would help them reach their target audiences.
It’s not hard to imagine a future where interactive marketing messages are nearly inescapable. As advertising increasingly gets incorporated into our every device, brands will have even more opportunities to interact with consumers in every aspect of their lives – and will tailor their messages accordingly. As marketing gets customized to consumers’ particular tastes and interests, it’s worth asking: What future is there for mass marketing?
The Wall Street Journal went so far as publishing a farewell to mass marketing recently. The article envisioned a future in which advertisers will pinpoint the exact moments and needs that users have and supply consumers with the solutions they are looking for in real time. In other words, the more ways we have to reach the masses, the less relevant mass marketing could become.
We’re already witnessing a mass trend toward customization in marketing, aided by new software packages, social media and other technology. But traditional mass marketing hasn’t gone away, either. Marketers won’t stop trying to reach large swaths of consumers in broad geographical areas any time soon, and they’ll probably continue using some of the same methods for doing so.
Did you know your brand has a personality? At least, it should. And it’s better to define it before someone else does. A given brand’s personality is a set of human characteristics that are relatable to your target audience – just like a person. It’s an important way marketers can control how customers view brands and organizations.
Defining a brand’s personality does require some thought on how you want to be seen. It should be a reflection of your organization’s personality as well as your ideal customers. If they are young, edgy and urban, then you will market to them differently than you would to affluent, settled suburbanites.
Successful brand personalities also frequently tap into our fantasies, whether to connect us with the fierce athletes of Nike or the adventuresome rebels of Harley Davidson.
Whether weekly, monthly or quarterly, every marketer should have a content calendar to keep them on task. Doing so not only helps marketers organize content more efficiently, but it will help you formulate a strategy for connecting with your target audience, customers and other stakeholders. A calendar can include upcoming campaigns, product launches and social media pushes, in addition to important publishing dates. Most important, the calendar is a shareable resource that will help your team visualize how blogs and other content will be distributed throughout the year.
What you need
You content calendar will highlight industry events and other important dates, telling you what to schedule and when. Either a common software system or a free online tool like Google Calendar will be necessary to alert you when to line up content based on your marketing plan. As a rule, it should provide reminders of when to start and finish each piece of content with ample time to publish.
Everyone on your team will use it to plan together and share updates. In Google Calendar, you can invite new members by clicking Share this Calendar under the My Calendars setting. There are also permission settings to help ensure there aren’t too many cooks in the kitchen. And you can all share those calendars with one another for a single-screen view of everything that’s going on so you can coordinate more easily.
As marketing becomes central to digital marketing strategies, marketers should measure their program’s success on more than a hunch. More and more, we’re expected to quantify the success of our content marketing to justify our budget. The best measurements look beyond a shopper’s initial response and gauge sustained engagement compared with downstream revenue.
In other words, retweets and likes may not matter as much to your business objectives as actual leads and sales. Here are seven ways to prove your content marketing program is worth the investment:
Traditional business-to-business buying involved two things: wooing customers at live events and buying ads in hopes of hitting the jackpot. Between the digital revolution and a younger demographic dictating new buying trends, things are not so straightforward anymore.
Now there are more players than ever and many more layers to the B2B buying process. The way buyers conduct their research and make purchasing decisions has changed with the times, as well. MarketingProfs reported that millennial B2B buyers want to interact directly with vendors’ representatives far more than Gen X or baby boomer buyers when researching products and services. If you’ve been out of the game for a while, expect to see three major factors affecting the field: