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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Scooped by Russ Merz, Ph.D.
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Brands use CMS for engagement and brand building ahead of sales: report

Brands use CMS for engagement and brand building ahead of sales: report | Integrated Brand Communications | Scoop.it

Social media and content marketing are easy prey for those who believe that ROI can only be measured by a direct link between a customer interaction and a sale.

This obviously ignores the good work that content does in building a relationship with that customer, so that when they do eventually receive a sales email they’re primed and ready to make a purchase.

Thankfully a new survey conducted by Adobe and Econsultancy shows that marketers are broadly aware of the benefits of content marketing, which one might classify as soft metrics.

When asked which business goals content management should help with, 87% of marketers said ‘improving user and customer engagement’.

The second most-popular answer was ‘building the brand through positive experiences’ (80%), while ‘driving sales’ came third (60%).

The findings come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing which examines the challenges involved with Delivering Digital Experiences.

It is based on an online survey of 975 client-side and agency respondents carried out in July and August 2014.

Producing high quality content can certainly help build trust, provide context and therefore improve financial KPIs. 

 
Russ Merz, Ph.D.'s insight:

These research findings reported by eConsultancy should remind #brandmanagers that there is rarely or perhaps never a "direct" link between #contentmarketing and #ROI. The road to #ROI can take many paths and all of them need to be measured before #optimization of ROI can occur.

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What is Customer Experience?

Definition of customer experience management. See more at www.ClearAction.biz/success-factors
Russ Merz, Ph.D.'s insight:

A useful explanation of customer experience mapping. Uses concepts from service blueprinting.

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