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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Presumptuous Brand Content a Big Turnoff for UK Consumers - eMarketer

Presumptuous Brand Content a Big Turnoff for UK Consumers - eMarketer | Integrated Brand Communications | Scoop.it

The proliferation of digital device ownership in the UK, and the subsequent rise of the buzzword “personalization,” paints this lovely image of brands learning things about their audience and serving up content tailored to them on a device convenient to them. It’s not as easy as that, of course, and delivering on this promise of personalization is a delicate balancing act, with UK consumers ready to rail against any missteps. 

 

A March 2015 survey from YouGov, commissioned by digital media agency One Two Four, asked UK internet users what types of content would make them think less of a brand. The No. 1 response cited by half of the survey sample was an obvious one—intrusive content. Barge your way in front of folks, and they’re going to be turned off your brand, of course. However, the second most popular response was more subtle, and perhaps speaks to the fact that personalization is very often not working—content that assumes things about me, cited by 43% of respondents. 

Russ Merz, Ph.D.'s insight:

Is there a "dark side" to advertising #personalization? Recent research suggests that there is.

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Marketers Uncertain About Future Digital Marketing Priorities

Marketers Uncertain About Future Digital Marketing Priorities | Integrated Brand Communications | Scoop.it

With the digital landscape changing quickly, marketers are understandably left uncertain about where to place their resources in the near future.

 

If there’s one truism in marketing, it’s that things are always changing. And digital technologies have no doubt accelerated that pace. A September 2013 survey of US marketers from Adobe found that identifying the most important marketing issues coming over the horizon was a significant challenge for many of these professionals.

 

In fact, there was no clear consensus among respondents about which marketing area would be the most important in the next three years. A similar number—between 10% and 13%—of respondents named social media marketing, personalization and targeting, creativity and innovation in marketing programs, digital advertising, and cross-channel marketing as important areas on which to focus their upcoming marketing efforts. There did, however, seem to be more agreement on areas of decreasing importance: Very few respondents named events and public relations as having major significance in the near future.



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Mobile Marketing: 4 Use Cases for Personalized Push Notifications | The Cross-Channel Conversation

Mobile Marketing: 4 Use Cases for Personalized Push Notifications | The Cross-Channel Conversation | Integrated Brand Communications | Scoop.it

The modern consumer desires a truly personalized experience, with timely, relevant messages delivered to them through their preferred channels, placing the power in their hands. The proliferation of smartphones and the explosion of app usage have created a phenomenal opportunity for marketers to adopt and implement personalized push notification messaging strategies.

 

Mobile apps and push notifications can have significant implications on sales, as research shows 29% of U.S. consumers have made purchases from mobile devices, and Bank of America data shows there will be $67.1 billion in revenue from smartphone and tablet retail purchasing by European and U.S. shoppers in 2015. So, the time has arrived to deliver truly personalized messages to mobile devices in an effort to increase sales.

 

Let’s take a look at four different use cases for personalized push notifications, as each offers a unique opportunity to reach consumers in real-time through their mobile devices.

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Why Personalized Marketing Will Dominate in 2015 [Infographic]

Why Personalized Marketing Will Dominate in 2015 [Infographic] | Integrated Brand Communications | Scoop.it

After binge-watching a favorite show on Netflix, you land on a screen that kindly introduces you to a few other options you are likely to enjoy. Respond to that siren song, and you'll soon be hours into another series marathon.

The stratagem of personalized marketing engages consumers with custom offers and services. It has been gaining speed and will become imperative for companies looking to grow in 2015. Most marketers understand that, but only 6% are planning with personalization in mind.

To keep your company's edge, personalize your marketing in 2015. Some 45% of online shoppers prefer websites with tailored recommendations. How can your products and services better serve each unique customer?

We at Formstack recently released a new infographic on five personalized marketing predictions you can use to help prepare your marketing strategy. Check it out below, and use the five tips as you begin planning your 2015 content and campaigns.



Russ Merz, Ph.D.'s insight:

Need some reasons to use greater amounts of personalization in your marketing strategy? Here are 5 good ones.

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judyhaar's curator insight, December 25, 2014 1:07 PM

Great article for you to read

Nicole-Savvina K. Kotronarou's curator insight, January 10, 2015 5:56 PM
Personalization buzz in Digital Marketing world for 2015!
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The Evolution of Marketing Data [Infographic]

The Evolution of Marketing Data [Infographic] | Integrated Brand Communications | Scoop.it

Metrics & ROI - 

 

With each passing decade, marketers' ability to better understand their customers deepens.

 

In the early 1960s, advertising and direct mail were aimed at the masses. According to the research in the following Infogroup Targeting Solutions infographic, "by 1967, the term 'direct marketing' was coined, referring to communicating directly to the customer based on household and demographic information."

 

In the 1970s, data surged to the forefront of the marketing industry. In 1977, the International Association for Statistical Computing was founded to "convert data into information and knowledge." In 1979, Oracle gave birth to the relational database.

 

The 1980s focused on using database marketing to analyze customer data, create target segments, and reach them through direct mail and telemarketing.

To find out more about how marketers' use of data evolved throughout the 1990s and early 2000s, take a look at the following infographic.



Russ Merz, Ph.D.'s insight:

An interesting #Infographic that reviews the "Path to #Personalization" from the 1960 to the present and how Marketing #Data has evolved. Contains some good summary milestones.

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Infographic: Mass Marketing Versus Personalization - Marketing Technology Blog

Infographic: Mass Marketing Versus Personalization - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

If you’ve been a reader of my work, you know that I’m an opponent of the versus analogy in marketing. It’s often, as in the case of  personalization, not a choice of what strategy to use, but when to use each  strategy. There’s some irony in the fact that this infographic is mass  marketing… but pushes for improved personalization. Both work well when  they’re leverage correctly.

 

At one point, all marketing was personal. The door-to-door salesman, bank  teller, and haberdasher all knew their customers by name. Direct mail pieces  were printed in different versions to appeal to a customer’s geography or  preferences. Then, with the dawn of email and websites, marketers began relying  on mass-marketing techniques to deliver a single message across the new digital  channels. From Monetate’s Infographic Mass Marketing Versus  Personalization

 

Check out this infographic and be sure to download Monetate’s ebook, The Realities of Online Personalization. Produced in association  with Econsultancy, their exclusive research explores what is driving online  personalization, the tactics and types of data being used to tailor the online  customer experience and the barriers to success.

Read more: http://www.marketingtechblog.com/mass-marketing-vs-personalization/#ixzz2SjBmB65k

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