Integrated Brand Communications
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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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ROI from video, mobile & content marketing is hardest to measure: report

ROI from video, mobile & content marketing is hardest to measure: report | Integrated Brand Communications | Scoop.it

Digital marketing is supposed to be entirely measurable, but we all know that in reality that’s not the case.

The proliferation of digital touchpoints has made the path to purchase incredibly complex, which means marketing attribution and measuring ROI has also become more difficult.

A new report from Econsultancy and Oracle Marketing Cloud investigates marketers' ability to measure ROI from a range of digital channels.

Results from the Marketing Budgets 2015 survey show that paid search and email marketing have maintained their status among the top three digital channels for ability to measure success.

Just over half of respondents (52%) rated their ability to measure ROI from PPC as ‘good’, while another 35% rated it as ‘okay’.

For acquisition-focused email marketing those percentages were 44% and 41% respectively.

Russ Merz, Ph.D.'s insight:

Do you think it is easy to measure #ROI in #digitalmarketing? This report sheds some light on the difficulties and barriers encountered.

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A business-oriented content measurement framework - iMediaConnection.com

A business-oriented content measurement framework - iMediaConnection.com | Integrated Brand Communications | Scoop.it

The foundation of content strategy is goals. Without knowing why content will be created and published -- to what end, for whom, where, and how -- content marketing is at best a spurious, ad hoc activity.

Yet when my colleague and partner-in-research Susan Etlinger and I sat down around a year ago to discuss the state of content measurement, we quickly realized growth in that sector is nowhere near commensurate with the overall growth of content marketing. This lead to research into what KPIs marketers should be working toward and measuring for in content, the subject of our latest research report titled Content Marketing Performance: A Framework to Measure Real Business Impact (free PDF download).

Content can indeed lift sales, but it can achieve so many more measurable, revenue-linked goals associated not only with marketing, but with other business areas, from product development to customer service.  Our research outlines some of these KPIs, but goes further in that it helps marketers determine not just what to measure, but how to measure it.

Russ Merz, Ph.D.'s insight:

A short but concise case by Rebecca Lieb that outlines the need for business goals and measurement methods for the effective management of brand content marketing programs. Includes a link to a recent report on the topic by Altimeter Group.

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CIM Academy's curator insight, March 23, 2015 7:00 AM

When monitoring performance, having a framework in place is the first important step and this article highlights some key issues to consider.

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FMCG Smart Storytellers & Tasty Tips

FMCG Smart Storytellers & Tasty Tips | Integrated Brand Communications | Scoop.it

Crafting a content strategy is the first challenge brands face on social; the second is monitoring their performance to improve. Socialbakers has cleverly designed the Smart Storytellers to lessen those difficulties.

 

The new benchmark accurately measures content performance by industry and page size, and is calculated by the number of Average Post Interactions in relation to post frequency. In short – it helps brands effectively assess their position on social. Every quarter we will recognize Smart Storytellers benchmark in three different page size categories that perform in the top 25% against the competition.

 

Here, we take a look at the top storytellers in the FMCG vertical for Q3 and made a few recommendations.

 
Russ Merz, Ph.D.'s insight:

This interesting article by Alexandria McCulloch of SocialBakers describes a new #benchmarketing tool called "Smart Storytellers" for assessing  #socialmediamarketing programs. It is supported by three  illuminating #brand case studies.

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A Simple Plan for Measuring the Marketing Effectiveness of Content

A Simple Plan for Measuring the Marketing Effectiveness of Content | Integrated Brand Communications | Scoop.it

How can you know if your content is adequately supporting your marketing and business goals? In this seventh post of our Back to Basics series, we outline a simple plan you can use for tracking and communicating the effectiveness of content marketing program.

 

When putting your measurement program in place, start by deciding on how frequently you’ll collect your data. A good schedule to start with is measuring marketing effectiveness on a monthly basis — we’ve found that this has worked well for CMI (though we may watch some metrics weekly just to make sure monthly goals stay on track — especially for metrics we can modify quickly). Then, you will want to create a spreadsheet that documents and tracks the following:

Your marketing goals. If you have several, it may help to put them in order of priority. (By this point, you should have agreed on goals with your management team; but if you haven’t, now is the time to get on the same page.)The key performance indicators (KPIs) you’ll use to measure marketing effectiveness of your content.Your plan for gathering this performance information.Who will be responsible for collecting and reporting this data.
Russ Merz, Ph.D.'s insight:

A useful discussion about the basics of tracking the attainment of content marketing goals. However, the actionability of the measures is low if the quality of the content cannot be linked to the outcomes. At a minimum, two sets of metrics are required--inputs (causes) and outputs (effects).

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Measuring Your Content Marketing | Social Media Today

Measuring Your Content Marketing | Social Media Today | Integrated Brand Communications | Scoop.it

Content marketing one of the most reliable and effective tactics available to digital marketers. Brands are increasingly employing content marketing strategies to generate product awareness and drive demand.

 

Keyword-optimized blog posts, white papers, press releases, articles, and social media content create brand awareness, inspire audience engagement, and move customers through the sales funnel from initial consideration to purchase. But how do you measure the success of each of your targeted activities?

 

The team at Brandpoint, a leading provider of content-based marketing solutions, helps their clients get their brand message out, establish their thought leadership and credibility within their industries. Here’s how they suggest that you track your content marketing success.

Russ Merz, Ph.D.'s insight:

Outlines a three stage content marketing measurement system.

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Triggering Unruly Emotions Key to Video Sharing

Triggering Unruly Emotions Key to Video Sharing | Integrated Brand Communications | Scoop.it

Make 'em laugh, make 'em weep. Triggering strong emotion is key to video virality, according to Unruly Media - but it's probably better to make 'em weep.

"Our data shows that brands need to elicit a strong viewer response against at least one psychological trigger and multiple social motivations to achieve a high share rate," says Cat Jones, director of product innovation for Unruly Media.

Unruly uses its proprietary technology to help brands and agencies predict the emotional impact of their videos, as well as improving viewing and sharing across paid, owned, and earned media.

Yesterday it released a study of the top 12 most-shared television commercials from Super Bowl XLVII, assessing the factors that impelled people to share them. Unruly looks at 18 different psychological responses (what most folks call "emotions"), from the highs of happiness and exhilaration to the depths of fear and anger. It also measures nine social motivations, including kudos (demonstrating one's authority or knowledge) and wanting one's friends to have the same experience that you had when you watched it.

 

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Content Marketing: How to Measure Its Success | Business 2 Community

Content Marketing: How to Measure Its Success | Business 2 Community | Integrated Brand Communications | Scoop.it

One of the most common questions we get asked is how to define content marketing success.

 

In school, and in any investigative work, we were/are taught about asking the fundamental questions: who, what, where, when, how and why? The same approach works well in spotting and identifying successful – and for that matter unsuccessful – content through the right metrics.

 
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3 Social Media Metrics Your Business Should Track | Social Media Examiner

3 Social Media Metrics Your Business Should Track | Social Media Examiner | Integrated Brand Communications | Scoop.it

Social Media Metrics: Learn what you need to measure to know how well your social campaigns are performing.

 

How do you measure and manage your social media marketing?

Most marketers and website owners are familiar with the classic Peter Drucker phrase, “What gets measured, gets managed.”

 

So, how do you know what to measure toget the most out of your social media marketing for your business?

 

Here’s what you need to measure to know how well your social campaigns are performing.


Via geoffrey sharp
Russ Merz, Ph.D.'s insight:

Some good advice for brand managers running social media campaigns.

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geoffrey sharp's curator insight, April 11, 2013 7:35 PM

#analytics #marketing #socialmedia

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Content Marketer: 8 Metrics to Conquer Fear of Measurement

Content Marketer: 8 Metrics to Conquer Fear of Measurement | Integrated Brand Communications | Scoop.it
With so many metrics for content marketing and even more tools to measure them, how do you know what to do? This framework covers eight types of metrics. It’s broken down by channel, so you can get specific examples of each metric.
Russ Merz, Ph.D.'s insight:

Are you uncertain about how to measure your brand's content marketing program? Here are some 8 metrics you should consider.

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Measure What Matters Most: A Marketer's Guide – Think with Google

Measure What Matters Most: A Marketer's Guide – Think with Google | Integrated Brand Communications | Scoop.it

To make sense of today's complex customer journey, better measurement is critical. In this guide, we'll look at the four tenets of measurement-focused marketing: choosing the right metrics, focusing on your best customers, valuing the customer's whole journey to purchase and proving impact. Used collectively, these tenets can improve campaign success.


It’s no secret that it takes many marketing touchpoints to connect with a customer, find a quality lead or make a sale. But how do you know the right message to deliver at each point in that journey? How do you ensure that your investments are working and that you’re not wasting money and resources—or worse, alienating your customers?

Better measurement is the answer. It’s the key to understanding and making the most of these interconnected touchpoints, but it's not always top of mind when building marketing campaigns. Lay your measurement foundation first—before you dive into the creative work—and you can achieve more with marketing.

Russ Merz, Ph.D.'s insight:

Here is a very useful guide that lays out the four tenets of a measurement-based approach to #digital marketing.

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A Smörgåsbord of Content Marketing Metrics

A Smörgåsbord of Content Marketing Metrics | Integrated Brand Communications | Scoop.it

What kind of content marketing metrics should you be measuring, to determine whether you have the right strategy in place? Which metrics are the best indicators of success?

Back in 2012 we published some research on attitudes to measuring content marketing. After surveying 1,300 marketers we found that unique visitors was the main metric used to determine whether content was successful, followed by views, and then time spent on site.

These are perfectly reasonable things to track, and they are meaningful to a point, but most businesses will only invest in things that affect profits and sales. With that in mind, views and visits might not be best thing to focus on.

So what are the best content marketing metrics to track? After all, there’s more to life than visitors and page impressions, right? 

Indeed there is. I thought I'd compile a bunch of the best metrics in a chart, split across four areas.

 
Russ Merz, Ph.D.'s insight:

Looking for some metrics you can use to measure your brand's #contentmarketing performance? Here is a menu of 40 measures--surely one of them will work.

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The measure of success: The struggle to prove ROI on branded content

The measure of success: The struggle to prove ROI on branded content | Integrated Brand Communications | Scoop.it

With marketing budgets being pushed and pulled in a myriad of directions, increasing attention is turning towards how brands can be absolutely sure that they are gaining adequate ROI to justify spend through respective methods.

 

The recent developments in online ad viewability and the eventual setting of an industry benchmark to work with is an indicator of the demand from brands to begin holding these digital opportunities accountable and gain a clearer idea of what success really looks like online.

 

For content marketing, the question is becoming more urgent following brands’ heavy investments in the space, but the question of how success can be nailed down when brands step outside of traditional marketing frameworks is not easily answered.

Russ Merz, Ph.D.'s insight:

Simple minded solutions from the past are not the answer. The #ROI of any activity is most likely driven by the #quality of the activity and #contentmarketing is no different. This dilemma will not be solved until smart measurement tools are developed for evaluating the qualities of the content that actually drive returns. 

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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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Measuring the Impact of Your Content Marketing Strategy: The Pyramid Approach - Business 2 Community

Measuring the Impact of Your Content Marketing Strategy: The Pyramid Approach - Business 2 Community | Integrated Brand Communications | Scoop.it

“A year from now, what’s different?”

When I used to sell custom publishing services for large B2B brands, I always asked the above question before signing a contract, because the answer was the most critical element of the final agreement. The client’s response revealed everything about how they intended to measure the content project we were about to create for them.

 

That’s the exact question I want you to ask yourself when you think of content marketing measurement.

 

And whatever your answer may be, before you start on that path, keep this message from CMI lead consultant Michael Weiss in mind:

 

“There is no magic silver bullet. Remember, this is marketing and it is organic — it takes time. Traditional advertising is very hard to measure. Content marketing is totally measurable, but it takes time to get real data. Unless you are willing to launch a program for at least 6 months, there is no reason to do anything. You need time to gather data!”

 

Patience is key. Jodi Navta, VP of Marketing and Communications for Coyote Logistics, puts it simply: “If your timetable isn’t at least 6 months (and that’s even a stretch), just go about and buy paid media.”

 

Remember, once you start a content marketing strategy or program, you’ll never stop. Content is a promise to your customers — make sure you don’t break it!

 

 

Russ Merz, Ph.D.'s insight:

An interesting article that provides an organizing framework for tying together a number of content marketing KPIs. 

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How to Link Content Marketing and Sales | Business 2 Community

How to Link Content Marketing and Sales | Business 2 Community | Integrated Brand Communications | Scoop.it

When it comes to content marketing, should your business be creating and sharing more? Can you map  content to sales results? Does your customer “bait” stand out from your  competitors’?

 

In a recent webinar, Ian Michiels, principal and managing director at Gleanster  Research, dissected and discussed the value of inbound marketing and its  synergy with sales. Michiels identified productive content strategies you can  employ, and introduced ways to measure and justify the investments. You can  watch the full webinar here: The Revenue Connection: Linking Content Marketing to Sales  Results.

 

Reduce the noise

It’s important to create content for your company without becoming a part of  the noise. The volume of content is overwhelming. Every minute:

684,487 pieces of content are shared on Facebook100,000 tweets are sent via TwitterWordPress users publish 347 new blogs571 new websites are created204,166,667 email messages are sent

Make sure your content is compelling enough to break through the noise. One  effective strategy is to become a part of the solution for a targeted subset of  individuals.

 

Read more at http://www.business2community.com/content-marketing/how-to-link-content-marketing-and-sales-0475109#oeDMcdmXBKsfqZLs.99

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9 Key Social Media Measurements To Answer 9 Key Strategic Questions | Business 2 Community

9 Key Social Media Measurements To Answer 9 Key Strategic Questions | Business 2 Community | Integrated Brand Communications | Scoop.it

I was recently interviewed for a research study on the topic of B2B social media measurement. Social media metrics and analytics are hot topics today. Many companies need to make a decision to invest in a social practice or a center of excellence and social media measurement helps to support their decision. Listening tools like Netbase, enterprise deployment platforms like Sprinklr and a team of channel managers and strategists can impact a company’s bottom line. It can also be an investment that takes a company to the next level!

At SAP, where I lead the social media program for North America, we focus on the three key areas for social media measurement: Amplify, Engage and Convert. Many other big brands likely do the same thing. Like television and airport signage, social media does not fall into the direct response marketing bucket. However, it does plays a key role to help build sales pipeline in B2B companies. Social media is an important cog in the lead generation machine and the three things that all B2B brands need to do with social media are:

Amplify: Increase the awareness of the brand story and solutions.Engage: Drive customer and prospect engagement with related content.Convert: Provide a way for the customer to convert interest after they become aware and have consumed enough content to move to the next step in the buying journey.

To help you understand if you are reaching your goal, it is important for you to understand the right questions to ask to get the right social media measurement. Marketers need to map key social metrics to strategic questions vs. just measuring and blindly reporting how a channel performs.

Read more at http://www.business2community.com/social-media/9-key-social-media-measurements-to-answer-9-key-strategic-questions-0431107#s844UT7oBBqBYZVl.99
Russ Merz, Ph.D.'s insight:

Contains a useful infographic summing up the 9 measurements.

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