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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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Six common conversion killers from ecommerce sites

Six common conversion killers from ecommerce sites | Integrated Brand Communications | Scoop.it

The wrong strategic approach can be costly for ecommerce sites, but many still make some fairly basic errors. 


Try to avoid these six common errorss in your ecommerce site to avoid deterring customers and generate more conversions.

As marketers, this is the little world we live in. We live and work on marketing all day long and it hurts to see such sin anywhere on the virtual web. A banner that looks lonesome would make us wonder if the poor thing gets any attention at all.

 

A shabby looking ecommerce site repels customers but invokes our sympathy. A non-responsive Twitter account or a Facebook page that belongs to an etailer doesn’t bruise our ego, it just infuriates us.

In the world of comments feeding off on comments to form conversations, brands making a beeline at social media, and ecommerce sites working on the double to go quick and responsive, there are still plenty of adamant ecommerce stores that don’t function as they should.

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How Do You Measure Content Marketing? [Infographic]

How Do You Measure Content Marketing? [Infographic] | Integrated Brand Communications | Scoop.it

You're a content marketing whirlwind. Blog posts, short videos, infographics, articles, Pinterest boards... You do everything, but is everything worth doing? How do you know which pieces of content are working well for your business?

The following infographic by Brandpoint walks marketers through the process of measuring their content marketing and explains why each step is necessary.

 

The first step is awareness. Say you've created a blog post. Is it generating awareness for your business?

 

One way to measure content success is to see whether your business gets a higher ranking in search engine results pages, whether your website steadily gains first-time visitors, and how many Likes, tweets, and other social shares you have received.

 

The second step is consideration. Has your content motivated potential customers to engage more with your company? That engagement can be demonstrated by the number of articles read, comments, downloads, and social shares.



Russ Merz, Ph.D.'s insight:

This article suggests three key metrics--#awareness, #consideration, and #conversion. But is this sufficient? Is it enough? Seems like there are some other possibilities like #brand knowledge, #brand attitude, and #emotional response. 

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Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message

Your Story is Your Brand - Empower Employees and Customer Advocates to Carry the Message | Integrated Brand Communications | Scoop.it

With all the social media frenzy these days, it’s hard to focus at times on what really matters: relationships, not likes, social mentions, or tweets.

 

Businesses still speak the language of positive customer outcomes: we measure revenues, customer lifetime value, loyalty, customer retention, referrals, advocacy and acquisition. All these “business” results come from growing and deepening customer connections.

 

That means growing a human element in order to scale relationships. That’s why every executive and business owner today is a Chief Relationship Officer.


Via janlgordon, Gladys Pintado
Russ Merz, Ph.D.'s insight:

Presents a very interesting discussion about the need to "scale" relationships between the #brand and its employees , advocates and customers. The concept of "return on relationships" is provocative and insightful. However, is it doable or desirable for every brand?

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Russ Merz, Ph.D.'s comment, September 7, 2013 8:38 PM
Scalability only works with very standardized and repeatable product/services. If you are a customized job shop the scalability of direct SME interaction is limited and ultimately a money losing proposition, unless you bill for it. Think about legal or medical practices where every interaction is likely to be unique.
Hans Heesterbeek's curator insight, September 9, 2013 12:31 AM

we need marketing, we need the people customers, employees, freinds. We need relationships. Relationships are build on authenticithy are build on feelings, truth. Not build on hollow frases you have to put in energy in relationships and honesty. Meeting people one way or the other 

janlgordon's comment, September 9, 2013 2:10 PM
Hans Heesterbeek I absolutely agree with you, thank you for your comment.
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Why content marketing doesn't work and what you can do about it » Informly - Informly

Why content marketing doesn't work and what you can do about it » Informly - Informly | Integrated Brand Communications | Scoop.it

THE ULTIMATE GUIDE TO CREATING CONTENT THAT CONVERTS

Posted by Dan on Wednesday 3rd April, 2013 in Content Marketing

 

I’m going to fill you in on something scary. For most people, content marketing does not work. In this post I’ll explain why and show you step by step how to create content that does (i.e. content that drives opt ins, leads and revenue to your business).

RESEARCH ON WHY CONTENT MARKETING DOES NOT WORK

In a recent Content Marketing Institute (CMI) survey of 1,400 companies they found that only 36%regarded their content marketing as effective! Damn that’s a pretty low number and I’m committed to ensure that by the end of this post you will be able to count yourself in the small group of people who are doing content marketing that does work. But first let’s get back to this research (by the way all links discussed in this post are available at the end).

There are some more alarming results in the research including:

This year less companies are using their content to generate sales (isn’t that what we are here for?)The number 1 goal of content marketing is ‘brand awareness’The number 1 way content is measured is by looking at ‘Web Traffic’The number 1 challenge identified is to ‘create more content’

p.s. I noticed just last night they published new research specifically about software companies and take a guess what their number 1 goal is? (leads). Software companies get it! 

Outbrain in partnership with Econsultancy have also published research into the goals of content marketing where ‘Increased sales’ was well behind ‘Traffic to website’ as a ‘Business objective’ of content marketing.

Russ Merz, Ph.D.'s insight:

Some great copywriting guidelines for developing compelling content.

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jaynalocke's curator insight, April 7, 2013 12:12 PM

There are many ways to approach content marketing, many of which are neither effective nor sustainable. This post tells you how to go from creating content to meet "vanity" objectives to creating content for sales and conversion metrics. Nice.