From the title I can directly catch the mean point of the article, 4 simple steps to improve consumer engagement. It is important that brands could understand and catch their target market consumer behaviors. The four steps are start early, “approximately half of all consumers’ surveyed start shopping for the holiday season between October 1 and November 30.” Segment your audience, it’s like appealing offers with explicit deadlines. Consider timing, brands have to releasing email promotions tells customer the useful information when they shopping online. Leverage mobile, using mobile device to make direct purchase. And we also have to understand shifting consumer behavior, for example, the timing of online shopping and purchasing behaviors is particularly relevant to multichannel brands. I think it is really interesting to use these four steps to improve the brands engagement.
Well it’s about time. It only took them 5 years, but it looks like the top U.S. companies are finally jumping on the blogging/social media marketing bandwagon. At least that’s the upshot of this year’s installment of the annual study on social media adoption on the part of Fortune 500 companies conducted by the University of Massachusetts at Dartmouth Center for Marketing Research.
As the above graphic from the study illustrates, after steadying for a few years, corporate blogging is on the rise in 2012.
Here’s something interesting. Since the UMass Dartmouth study began tracking data in 2008, rank has influenced adoption of blogging in the Fortune 500, with corporations ranking in the top 200 out-blogging those in the bottom 200. This trend held steady in 2012, with 54% of all Fortune 500 blogs coming from the top 200 corporations, and 28% coming from those ranked 300-500.
Even though only 28% of the Fortune 500 seem to be accepting the benefits of blogging, those companies that have are doing it right. Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions. Here’s an excerpt from an abstract of the study:
“It appears that those companies that have made the decision to blog have utilized the tool well. There is frequent posting, on-going discussion and the ability to follow the conversation easily through RSS or email subscriptions.”
TWITTER According to the study, nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year. Significantly, every one of the top 10 companies (Exxon, Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Berkshire Hathaway, Fannie Mae, Ford Motors and Hewlett-Packard) consistently post on their Twitter accounts.
FACEBOOK Surprisingly, Twitter edges out Facebook in the percentage of F500 companies using their social network: just two-thirds (66%) of the F500 are now on Facebook, an 8% increase since last year. Further, only 8 of the top 10 companies (Wal-Mart, Chevron, ConocoPhillips, General Motors, General Electric, Fannie Mae, Ford Motors and Hewlett-Packard) have Facebook Pages. Exxon and Berkshire Hathaway are still holding out (come on, Warren, time to create a FB company profile!).
NEW SOCIAL MEDIA=SOCIAL VISUAL In another shocker, the UMass Dartmouth study found that the F500 are actually starting to see the utility of social visual marketing platforms such as YouTube and Pinterest. Roughly 62% of the top 500 companies have a YouTube account, and 11 of them (2%) are on Pinterest. In an ironic twist, 1 of the 11 happens to be Eastman Kodak.
THE BOTTOM LINE In spite of a relatively sluggish adoption curve relative to SMBs, the UMass Dartmouth study suggests the Fortune 500 are finally coming around to the obvious merits of social media marketing. Considering their massive reach, this should’ve been a more intuitive relationship earlier on, especially given the many ways social media can benefit these companies, from fostering direct consumer engagement and promoting online content marketing campaigns, to facilitating less-marketing-centric initiatives like hiring and fundraising.
In any event, this is good news for the small or medium-size business owner or marketer, if only anecdotally. When the top 500 companies in the U.S. start moving their massive resources to further integrate social media marketing into their existing operations, it is a powerful affirmation that SMBs should be doing so too.
To riff on the famous EF Hutton commercial: when the Fortune 500 talk, people listen.
This article shows the fortune 500 companies are awarded that the important of social media connection and the benefits through social media marketing. It also shows the huge increasing from 2008 16% to 2012 28%. “Fully 90% of the F500 companies that blog encourage comments, have RSS feeds, and take subscriptions.” Social media really helps these companies on their brand and customer loyalty. They provided the example of twitter, Facebook and social media, “nearly three-quarters (73%) of the F500 have corporate Twitter accounts and have tweeted in the past month, an 11% increase over last year.” Facebook also has astonishing increasing spends. I can see that the reason these companies growth faster than others. Social media marketing could help them get feedback over the world from consumers quickly and on time. It might be the difference between fortune 500 and small companies.
Really useful article, it tells the definition of Marketing Communications Mix, people normally use a marketing communications mix to describe a varied strategies used to advertise and promote a business or its product line. This article shows five essential aspects of this type of communications mix, which are sales promotions, personal selling, direct marketing efforts, general advertising, and public relations. The key elements In MCM is advertising, the article explained why is advertising important and gives an example for that. Another element is sales promotions, offering useful information to consumers provide to them how the products can be purchased. Personal selling is also quite important, face to face talk with customers. Direct marketing campaigns can make a huge impact on the success of business or product. A last component is public relations efforts. To Building name recognition among consumers to create positive perception of what the business is all about.
I really enjoy this article, this article posted four examples of integrated marketing campaigns, these examples are well known campaigns and we have made purchases from there. They all same look and feel online as they do offline. Kraft Foods marketing includes consumer incentives, cinema, newspaper and magazine ads, public relations, as well as social and mobile activities and in-store displays. People could easily read and get to know the belief of the campaigns there. Popeyes using television, newspaper ads and a microsite to present the taste test of fried chicken bone. Dickies use microsite 30-second and 60-second television ads as well as print ads. And Wheat Thins use YouTube channel and Facebook to present their brand. These campaigns really tell the information of their brand. They all give the same feeling to consumer.
'We developed a great concept for TV which has to work across all media channels' would be the brand manager's cry. In theory, this sounds like a great idea. In practice, however, many studies have shown that new creative ...
Nice article ! This article tells how integration influenced business communication. The first of the paragraph posted the example of television enabled marketers to talk to consumers en masse; the benchmark of success for brands was “increased awareness”. But the current of the marketing has become more complicated than simple using mas media to drive awareness. Awareness doesn’t always translate into positive brand value. So how to make customers trust brand, brand have to create brand value not just by increasing awareness from mass media which including ‘considering trial’, ‘increasing retention’ and ‘improving brand loyalty’. And the article gives an example of Ogilvy & Mather. Integration in the future will be ‘assumed’ that depending on the objective at hand, there will be a role for integrated media, integrated creative and integrated teams. Marketing integration is essentially creating core creative ideas that can be adapted across every medium. David Bonthrone has full of confidence for integration
The life cycle of a mobile ad in 3 steps SUMMARY: Mobile marketers can best appeal to potential customers by taking into account three steps that take place between when a consumer notices an ad to the time he or she makes a purchase, writes PushPoint CEO Greg McAllister. In distributing the message, special offers work best with location targeting. Then it's a matter of tweaking the campaign to increase customer engagement and push the consumer nearer to purchase while tracking how well the marketing strategy worked.
David Weng's insight:
This article mainly talks about the influence of mobile phones use and advertising. Also it gives three key elements to attract consumers. The article has mentioned that 86% of shippers will access a retailer's site on their mobile device while shopping in a retail store and mentioned 71% people want to use mobile wallet experience in 2013. These record shows that how is a mobile phone provided and creates their brand loyalty, mobile phone is no longer just the communication device, consumers demand producer to give more convenience and useful programs on mobile phones, it is like mobile wallet.
Mobile offers are really useful tool for marketers. It can attract new consumers and it makes consumers easy to evaluate and identify their brand. I think the target part is quite good idea, depends on location and consumers segmentation, we could focus on the special groups for discount, it will increase peoples motivation and their loyalty to this brand. Closing the loop at point of sale is for people could clearly see and find the shop also the great idea as well.
Overall, mobile phone is now really useful tool for everyone. But everything has the disadvantage, I’m worried that we will lose some of our communication skills. So we have to use mobile phone effectively.
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