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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Spend Only 10% of Your Content Budget on Actually Producing Content | Social Media Today

Spend Only 10% of Your Content Budget on Actually Producing Content | Social Media Today | Integrated Brand Communications | Scoop.it

Brands have always produced content, it is just that back in the old days, they couldn’t afford to produce very much of it. This wasn’t because it was expensive to produce, but because it was expensive to distribute. There was a rough rule-of-thumb which said that maximum 10 per cent of your content (advertising) budget was spend on production and 90 per cent was spent on distribution (buying the media space). Now the great thing about social media is that you don’t have to buy it. “Fantastic,” has been the reaction of brands, “that means we can now spend 100 per cent of our social content budget on actually making the content.” It is as though something that was once expensive and desirable has now become virtually free and everyone has gone on a binge as a result.

 

However, we have forgotten that while it is easy enough to produce content and put it ‘in’ a social media channel, this doesn’t mean that the content is actually going anywhere or doing anything valuable for the brand. In fact the vast majority of brand content just sits in these channels like so much undigested brandfill. Content is only ever going to go anywhere, or do anything, if you socialise it – i.e. apply a process to the content you produce. In fact I think the 90:10 rule still applies: for any content strategy, only 10 per cent of the budget should be spend producing the content and the other 90 per cent needs to be spent ‘socialising’ the content you produce.

Russ Merz, Ph.D.'s insight:

#ContentMarketing Budgeting = 10% Creation + 90% Socialization. In addition to the creation of useful content, this article offers a cogent rationale for why brand managers need to "socialize" the #brand's content by, first determining what to say, and then second, cultivating the discussion of it. 

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Social Media Strategies: How Top Brands Staff, Budget, and Measure

Social Media Strategies: How Top Brands Staff, Budget, and Measure | Integrated Brand Communications | Scoop.it

Marketers at large brands are increasingly devoting a significant number of staff positions to social media: 46.5% of companies with revenues of more than $1 billion now have 50 or more employees devoted to social, according to a recent survey from Wildfire by Google and AdAge.

These large companies are also more likely to call on extra help: 65.5% have agencies as well as in-house resources managing their social activities.

 

This picture is quite different at smaller companies. Businesses with revenues of less than $1 billion a year most likely have one to five employees dedicated to social, and just 37.6% hire outside agencies.



Russ Merz, Ph.D.'s insight:

A new report from Google and Wildfire documents how #brands staff, budget and measure their #socialmedia marketing (#SMM) activities. Useful #stats and reference value.

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How Much Does Content Marketing Cost? - Business 2 Community

How Much Does Content Marketing Cost? - Business 2 Community | Integrated Brand Communications | Scoop.it

So you’re looking to get a better idea of how much a content marketing campaign will cost and in doing so you’re trying to price the market accordingly. Since we know the importance of content marketing in today’s market and have made the transition from a SEO to content marketing agency, we wanted to give you insight into what this type of marketing will cost your business at every level of a campaign. Crafting a content marketing campaign requires a number of processes that must occur continuously and dynamically in order to maximize the potential of your content reaching its intended audience in an effective manner.


What follows below is the process Vertical Measures outlines when developing campaigns for ourselves as well as on behalf of our client base. And as a reminder, cost is very relevant to the scope, size, and complexity of each project or campaign, so use this only as a guideline to understand where you might fall within the spectrum. 

Russ Merz, Ph.D.'s insight:

A useful article that identifies 6 areas that contribute to the overall cost of a #contentmarketing strategy.

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Mobile Marketing Spending Translates to Sales, Brand Lift - eMarketer

Mobile Marketing Spending Translates to Sales, Brand Lift - eMarketer | Integrated Brand Communications | Scoop.it

Research finds lift across a variety of brand metrics for mobile ad campaigns. The greatest US mobile spend is going to mobile web and apps, with investments in mobile returning substantial overall sales.

 

Mobile web and apps get most investment

 

Spending on mobile marketing keeps rising, as brands learn the power of  reaching consumers on these devices, and consumers become increasingly  mobile-first.

 

The Mobile Marketing Association  (MMA), in partnership with IHS  Global Insight, studied US mobile marketing expenditures and their impact on  sales for the “Mobile Marketing Impact Study,” released in May. The study found  that this year spending on mobile marketing—including mobile advertising, mobile  customer-relationship management and mobile direct-response marketing on  nonmobile media—will reach $10.46 billion. By 2015, spending on the channel will  approach $20 billion.

 

 

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How to adjust to the new consumer journey - iMediaConnection.com

How to adjust to the new consumer journey - iMediaConnection.com | Integrated Brand Communications | Scoop.it

All too often marketers allow their strategies to be led by the performance of an individual channel: ROI for paid search vs. ROI for display vs. ROI of social media, etc. And all too often marketers are left with the same inability to really move the needle of success. The problem is that marketers are channel-centric in their measurement of marketing performance and optimization. Advertising no longer looks the way it did in the days of Don Draper. It's not as simple as coming up with a big creative idea, printing a magazine ad, erecting a billboard, broadcasting a commercial, and sitting back with a cigar to wait for the ad-induced mass consumption of a product. No, the advent and wide-spread adoption of internet connectivity, mobile technology, and social sharing has created countless disruptions to this once direct path.

 

The consumer decision journey is no longer as simple as seeing an advertisement and driving to the store. As a result, success can't be accurately measured in a linear fashion either. There are many conversions that go unaccounted for because marketers aren't paying attention to their customers' behaviors, which are becoming more varied just as you read this article. More technology equals an increased amount of ways your customer will interact with your brand.

 

Today's consumers are savvy, wary, and extremely aware of how they are being fed advertising. Consumers are more informed than ever, with product research and trusted user reviews available right at their fingertips. There's a whole lot happening in between seeing an ad and actually deciding to drive to a store or load up an online shopping cart.


Read more at http://www.imediaconnection.com/content/34074.asp#4dI3dmSA5iAJmOyt.99
Russ Merz, Ph.D.'s insight:

Provides a useful framework for budget allocation across the customer journey.

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1 in 2 US Marketers Trust Their Gut for Marketing Budget Decisions

1 in 2 US Marketers Trust Their Gut for Marketing Budget Decisions | Integrated Brand Communications | Scoop.it

Marketers are keenly aware of the power and growing influence of data, with three-quarters of respondents to a new Adobe survey [pdf] agreeing that capturing and applying data to inform and drive marketing activities is the new reality.


But it appears that the study respondents are slower to implement data-driven practices: roughly half agreed that they trust their gut to guide decisions on where to invest their marketing budgets. And only about half agreed that that they rely more on data and analytics to guide their creative decisions.

 

The results are reminiscent of a study released in early 2012, which found roughly two-thirds of senior marketers claiming to establish their marketing budgets in part on historical spending, and another 28% on gut instincts.

 

Still, there is a growing awareness of the need to use data in decision-making. According to the Adobe survey, which was conducted by ResearchNow, 39% of respondents used consumer data and behavior more last year to shape their marketing strategies. A larger share – 45% – hope to rely more on these data in the coming year. What’s more, 76% of marketers agreed that they need to be more data-focused to succeed.

Russ Merz, Ph.D.'s insight:

Time for Tums! Should we be surprised that marketing budget decisions are still made on "gut instinct"? Is this because data based methods have not been compelling enough, or because "gut-based" methods are not held sufficiently accountable? Unfortunately, the answers to these questions are not illuminated in the report. None-the-less there are some encouraging signs in the report that change toward a more fact and data based approach is forthcoming.

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Maryse Rebillot's curator insight, March 28, 2014 1:58 PM

Not surprised at all. A scientific study made 10 years ago proved that human being make their most important decision from their emotion, and not from their rational reason. We use rational things to justify our gut decisions/feelings.... Easy. although not that much scientific. Sorry.

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10 Ways to Stretch Your Marketing Budget

10 Ways to Stretch Your Marketing Budget | Integrated Brand Communications | Scoop.it

All marketing practitioners are seeking ways to save money and get a bigger bang for their budget buck. How to do that isn't at all obvious. But, sometimes, the answer can be staring you in the face!

Russ Merz, Ph.D.'s insight:

Ten useful guidelines especially number 10.

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Content Marketing Costs 62% Less Than Traditional Marketing

Content Marketing Costs 62% Less Than Traditional Marketing | Integrated Brand Communications | Scoop.it

Content marketing is all the rage these days, right? It's the shiny new object everyone thinks is the bomb yet the practice has been around for decades in various different iterations. Well we aren't going to quibble over the fact most every "new thing" in marketing is simply a re-invention of something else. Nope, we're just going to hop right on the bandwagon with the rest of the lemmings and hype this thing until the next shiny new object appears.

 

So content marketing. Demand Metric has put together a fact-filled infographic with information from multiple sources on how content marketing has shaped up over the course of its short life.

 

Currently 90% of organizations market with content and spend 25% or their marketing budget to do so. Seventy eight percent of CMOs see content marketing as the wave of the future. While 91% of B2B companies and 86% of B2C marketers engage in content marketing, 62% outsource their content marketing to others.

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Infographic: Social Ad Spending Forecast - Marketing Technology Blog

Infographic: Social Ad Spending Forecast - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Social media ad revenues expected to grow to $11 billion dollars by the year 2017. Facebook alone is expected to make close to $1 billion from its mobile ad revenue in 2013.

 

Many social media industry leaders scoff at the idea of paying for attention in social media. That’s easy to say for individuals that were early adopters and were able to grow a substantial following. That’s not the same situation that businesses find themselves in. It’s imperative that they build a following on social media – and to accelerate that growth and capture leads – paying for advertising is a solid investment with a positive return on investment.

 

Social ads reach the audience in which you’ve invested a lot of money and time into nurturing. You can see which audiences are engaging the most, so you can ensure that your ads are being bought correctly and you’re actually growing your fan base based on true data. Salesforce Marketing Cloud VP Peter Goodman

 

If the infographic doesn’t cover enough, be sure to download Salesforce’s eBook, Everything You Need to Know About Social Media Ads.



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Digital Marketing Budgets - Blog About Infographics and Data Visualization - Cool Infographics

Digital Marketing Budgets - Blog About Infographics and Data Visualization - Cool Infographics | Integrated Brand Communications | Scoop.it

The Digital Marketing Budgets infographic from 6smarketing.com is a digital marketing calculator to help businesses determine what they should be allocating marketing in 2012.

 

Below are statistics 6S Marketing uncovered during research to determine what percentage of marketing budgets organizations are currently allocating towards digital marketing, and what we can expect to see digital marketing budgets to look like in 2012. We’ve also created an infographic to illustrate these, and a digital marketing calculator to help businesses determine what they should be allocating to digital marketing in 2012.

SEO and social media marketing currently make up 70% of online marketing budgets. Overall, 24% of budgets were spent on digital marketing in 2011. Although the percentage of budgets that include online marketing tactics increase every year, 28% of organizations are in the process of moving their marketing budgets to digital channels.

 

There are some great charts, a great color scheme and really valuable information in this infographic, and I love that they included a number of different chart styles.  However, it stumbles with a number of the data visualizations that don’t match the data.  Accuracy is the most important aspect of infographic design, because when you mess up visualizing the data your overall design loses credibility.

 

The circular bar chart in the first section has text values of 64%, but the visualization is showing a value close to 85%.  In the Ad Spending grid of 100 Circles, the data shown in text is 20%, but only 8% is colored red in the data visualization.  In the final Mobile Ad Spending circular bar chart at the end of the infographic, I can’t see any correlation between the numbers and the chart.

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