Integrated Brand ...
Follow
Find tag "management"
24.6K views | +1 today
Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
Your new post is loading...
Your new post is loading...
Scooped by Russ Merz, Ph.D.
Scoop.it!

Content marketing: organization and management

Content marketing: organization and management | Integrated Brand Communications | Scoop.it

Where does content marketing belong in the organization and do you need someone to manage it. A high-level overview of tasks and challenges.

 

Depending on the scope, context and ‘content marketing maturity level’ of your organization, you will organize the way you “do” content marketing differently. There will always – at the very least – be some people (internal, external or hybrid) who create content, someone who overviews the “project” (which in the end it is) and involvement of several stakeholders.

Russ Merz, Ph.D.'s insight:

A useful summary and review from many sources of how companies organize and manage #contentmarketing activities and programs. There are also some "normative" guidelines provided.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Content management systems are failing to deliver on brand expectations: report

Content management systems are failing to deliver on brand expectations: report | Integrated Brand Communications | Scoop.it

Just 38% of businesses believe that their content management system (CMS) helps to deliver a brand-enhancing digital presence, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing.

 

The report also shows that nearly all (87%) respondents stated that a CMS should help them to improve user and customer engagement, while 78% said it should help to build the brand though positive experiences.

 

But despite a widespread grasp of the fundamental role played by a CMS in delivering great experiences, the reality is that all too often the technology is actually the problem rather than the solution.

 

The report, entitled ‘From Content Management to Customer Experience Management’, is based on a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, carried out in March 2013.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

The Importance and ROI of Events: Marketers Still Face Challenges

The Importance and ROI of Events: Marketers Still Face Challenges | Integrated Brand Communications | Scoop.it

Even as events remain a vital part of the marketing mix, and a key channel  for direct one-to-one customer engagement, marketing executives—lacking  visibility into the conversion pipeline—don't have sufficiently effective  methods for measuring the impact of events and tradeshows on sales and revenue  (and therefore can't prove ROI), a new study has found.

 

Nearly 9 in 10 surveyed brand marketers (89%) say events still hold some  level of importance and value for their organization, with 31% considering them  essential, according to the study, Customer Attainment From Event Engagement, issued by the CMO Council and conducted  in partnership with the Exhibit & Event Marketers Association (E2MA).

 

Read more: http://www.marketingprofs.com/charts/2013/10609/the-importance-and-roi-of-events-marketers-still-face-challenges#ixzz2RIXgINpf

Russ Merz, Ph.D.'s insight:

Illustrates some of the key problems associated with evaluation of event marketing investments.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

From Listening to Strategizing in 8 Steps #SocialMedia #Infographic

From Listening to Strategizing in 8 Steps #SocialMedia #Infographic | Integrated Brand Communications | Scoop.it

Brands and agencies challenged with creating a social media strategy that boosts business are often faced with an uphill battle. This is because each company will have different needs, a different audience, and require different tactics for your strategy to succeed.

 

Social media is not a magic bullet, but there are some general steps that you can follow to ensure that you’re on the strategic path towards carving out your ownsocial media strategy and blazing your own trail.

 

Jay Baer from Convince and Convert recently published what he calls a “refresher course” in social media strategy. This eight-step process will help you wrap your head around how social fits in to your company. Since we are a social media and web monitoring solution, we have explicit knowledge in steps 2 – 5 (listening and comparing; narrowing focus to awareness, sales, retention, or loyalty*; selecting metrics; and analyzing your audience), but Jay’s advice also goes into a wider perspective of strategic thinking.

 
more...
Scooped by Russ Merz, Ph.D.
Scoop.it!

26 reasons companies can’t figure out ROI

26 reasons companies can’t figure out ROI | Integrated Brand Communications | Scoop.it
70% of CMOs report feeling unprepared to harness the power of their data to make intelligent marketing decisions. (source: HubSpot)52% say achieving or increasing measurable ROI is a top priority this year (source: MarketingSherpa)Only 8% of companies say they can determine Return on Investment (ROI) from their social media spending (source: Econsultancy).

The numbers say companies have a hard time figuring out Return on Investment (ROI). No one ever said it was easy. ROI requires a company to:

Define the return by the financial metric most important to the company’s success (e.g. sales, profit, conversion or shareholder value)Account for all out of pocket and internal investments (marketing and operations)Determine the length of time (e.g. 12 month or 18 months). It should be done with an understanding of the customer buying cycle and what is the annual customer value.Establish the Base Period against which the effort is to prove the ROI

On the other hand, ROI is, after all, just a calculation. Here is the most widely used:

Return (e.g. sales, profit) – Investment/Investment (X 100) = ROI (%).

So why do companies have such a hard time? Here’s 26 reasons companies can’t figure out ROI.

Russ Merz, Ph.D.'s insight:

Required reading for managers--a primer on the basics of this important metric.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

The reality of managing modern marketing? [infographic] - Smart Insights Digital Marketing Advice

The reality of managing modern marketing? [infographic] - Smart Insights Digital Marketing Advice | Integrated Brand Communications | Scoop.it
The One Infographic About the Digital Revolution You Need to Understand I really like this infographic, it reveals why marketing is so much more complicat. Marketing topic(s):Managing digital marketing.
more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Can Small Businesses Succeed at Social Media? « Sysomos Blog

Can Small Businesses Succeed at Social Media? « Sysomos Blog | Integrated Brand Communications | Scoop.it

Many small businesses gravitate to social media it’s free to use, not taking into account the time and effort involved.

But is social media is good thing for small businesses to be spending their time doing?

Maybe not, according to a new study by Manta, which discovered that 61% of small businesses don’t see an ROI on their social media effort at a time when 50% of respondents say they’re spending more time on social media. (See the infographic below for more details about the study)

So why do many small businesses are struggling with social media.

If so many of them are enthusiastic about social media to attract and engage customers, gain leads and referrals and boost awareness, then why do most small businesses claim there’s no ROI?

more...
No comment yet.