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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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Video Marketing Works (Infographic) « iMediaConnection Blog

Video Marketing Works (Infographic) « iMediaConnection Blog | Integrated Brand Communications | Scoop.it

As companies look to enhance their marketing initiatives, they must be sure that video is a component of their strategy. In 2012, online video accounted for 57% of consumers' internet traffic, and that number is expected to reach 69% by 2017. Furthermore, over one billion users watch six billion hours of video per month on YouTube, and US digital video spending is expected to double in only three years from $4.1 billion in 2013 to $8.04 billion in 2016. This infographic takes a look at key trends in online video behavior, and what business should be aware of when using video to enhance their marketing strategies.

Russ Merz, Ph.D.'s insight:

Looking for some reasons to use #video as part of a #brand's #marketingstrategy? See this infographic.

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Are Marketers' Campaigns Misaligned with Consumer Expectations?

Are Marketers' Campaigns Misaligned with Consumer Expectations? | Integrated Brand Communications | Scoop.it

With an ever-growing list of channels for brands to connect with their audiences, it seems rational to expect that advertising and marketing campaigns are in a constant state of improvement. But what if these campaigns are fundamentally misaligned with consumer expectations? That was the question asked by marketing technology company x+1 and marketing research firm Research Now in their report, “The Marketer’s Playbook: Aligning market strategies with consumer expectations.” The companies surveyed consumers and marketers from companies of all sizes in the US in July 2013.

 

The poll found that one-quarter of consumers indicated they got the most help in making purchase decisions from messages delivered via email, making it the most valuable channel overall. But there was a sharp dropoff in the next channel, with only 16% of consumers seeing utility in messages coming through a personalized web experience. Mobile channels fared even worse in consumers’ estimation—6% thought mobile ads were useful, 5% said the same about mobile apps and only 2% thought SMS messages were helpful.



Russ Merz, Ph.D.'s insight:

Recent study by Research Now finds clear differences between marketers and consumers regarding the value of various marketing channels/modes.

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A Content Marketing Strategy Using Paid, Owned, and Earned Media - Business 2 Community

A Content Marketing Strategy Using Paid, Owned, and Earned Media - Business 2 Community | Integrated Brand Communications | Scoop.it

“Content marketing” is a perhaps the fastest-growing marketing tactic being used today. While it’s definitely become mainstream, there are lots of issues around how to create it, how to manage it…even how to think about it.

 

The Content Marketing Institute has a new study, “B2B Content Marketing 2014: Benchmarks, Budgets, and Trends–North America”, that shows who’s doing it (most of us)—



Russ Merz, Ph.D.'s insight:

A nice review of the recent CMI study on the use of #contentmarketing with particular emphasis on paid, earned and owned #media forms.

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