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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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How Are You Doing Compared to 400 Other Marketers? - Marketing Technology Blog

How Are You Doing Compared to 400 Other Marketers? - Marketing Technology Blog | Integrated Brand Communications |

How Are You Doing Compared to 400 Other Marketers? by Douglas Karr on Marketing Technology Blog


We’ve been having some incredible meetings with an enterprise company recently. They have all the challenges you can think of – a small team, enterprise structure, franchises, ecommerce… the works. Over time, they’ve evolved with their small team to a hodge-podge of technology that’s becoming more and more difficult to manage. Our job is to map out their strategy and drive their costs down by centralizing and investing in flexible solutions. It’s not a task for the faint at heart.

As we sit at the table, the team often gets both embarrassed and frustrated at many of the gaps that they have left open or their lack of speed at adopting new technologies. It seems whenever I meet with a company their team has this same reaction. Marketing resources are a luxury in this economy and companies shouldn’t be embarrassed that they’re unable to keep up. The industry is moving fast, and virtually ever platform is fighting for marketing dollars – confusing the heck out of marketers who are already getting pulled in every direction.

Given that, it’s always nice to feel as though you’re not doing too bad. This extensive research project from Ektron will help put you at ease… and maybe even make you feel good about the progress you’ve made and the roadmap you’re taking. Chances are, you’re probably ahead of the curve!


Russ Merz, Ph.D.'s insight:

Useful stats that #brand managers can use for comparative purposes.

Georgia Allen's curator insight, August 14, 12:38 AM

It's a great idea for businesses to bench mark against competitors to gage an idea of how they are doing in the market. For new and small businesses this is essential. 

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20 Captivating Content Marketing Facts In 2014 (Infographic)

20 Captivating Content Marketing Facts In 2014 (Infographic) | Integrated Brand Communications |

Content marketing has flipped the traditional marketing models from the push paradigm to pull. It’s about the law of attraction. It’s also inbound marketing (that has been with us for over half a decade) by a different name.


It is an art and a science that rewards creative content creators. It’s images,text, videos and podcasts.


The craft of content marketing is also many moving parts. It includes the disciplines of search engine marketing, email marketing and social media. You need to understand that making it work is about earned and paid marketing tactics that need to run in parallel if you want to be visible online.

Russ Merz, Ph.D.'s insight:

Some interesting #stats that #brands may want to consider when developing #contentmarketing strategies.

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25 Mobile Marketing Stats for 2014 that Matter - Marketing Technology Blog

25 Mobile Marketing Stats for 2014 that Matter - Marketing Technology Blog | Integrated Brand Communications |

We’ve got work to do on our mobile layout and are making adjustments every month to improve how our site is displayed. It’s not easy given all of the different size viewports on devices, but mobile traffic growth continues to outpace desktop growth so we know it’s a great investment. There’s nothing more frustrating than clicking on a link and landing on a page you can’t read when you’re on your smartphone or tablet.+

Call 2014 the year that enterprise mobility really takes hold. Organizations really need to explore mobile marketing strategies to extend their reach. With this rapid adoption of BYOD, the opportunities are growing for marketers and technology providers. Bringing together different tools like cloud computing and big data helps businesses get the most out of their new mobility-focused approach. WebDAM

Mobile marketing in the United States is on track to generate $400 billion in sales by 2015, up from $139 billion in 2012. If you’ve not rethought your strategy yet, you’re already losing ground and need to incorporate mobile sites, apps, text messaging, and promotion to capture the prospect or customer’s attention when they’re on the run.WebDAM’s latest infographic presents 25 interesting statistics about current trends in mobile, the mobile market share, the growth of mobile usage and more.+


Russ Merz, Ph.D.'s insight:

Many good stats about the state of mobile marketing--what's changing, types, strategy, and who's using it.

Rafael Leite's curator insight, May 20, 10:25 AM

Bom ficar atento às tendências do mobile para 2014! 

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Infographic: The Rapidly Growing Digital Advertising Market - Marketing Technology Blog

Infographic: The Rapidly Growing Digital Advertising Market - Marketing Technology Blog | Integrated Brand Communications |

We met with a non-profit last week in our office who have developed an incredible following on Facebook. However, their approved budget only has line items for television and radio advertisements as their overall marketing budget. This is an issue with many non-profits… directors are a bit complicit as they direct budgets based on grants that have been around for decades.


It’s not that we’re poo-pooing television and radio (we do a segment on radio), it’s just that they’re expensive mediums that need to be properly deployed as part of an overall marketing mix. Digital media offers low-cost, high yield opportunities – especially with non-profit organizations where the employees and customers are so passionate. Online media offers the opportunity for you to spark the fire, and your fans and followers to spread it. It’s truly unlike any traditional source.


When the average person is exposed to 3,000 advertising messages a day, you want to make sure that your advertising vehicle will get you to the target that you want. The Internet’s ease of access has created a large search gateway for customer’s needing your product or service. Upon balancing the prices of Internet advertising with its benefits, it’s easy to see why this is not a market to ignore.

The quote above and the infographic below from the Advice Interactive Group is a comprehensive look at the growth of digital marketing over time with respect to traditional media.


Russ Merz, Ph.D.'s insight:

A useful summary #stats of the size and trends in the #digital #advertising marketplace.

Sophie Batten's curator insight, August 22, 2013 12:26 AM

My insight is that these days more and more people are using the internet and less people are using television and radio. The internet is seen by consumers to be easier and more direct than television and radio. However this effects marketers that pay for advertising on television and on the radio because each day the audience they are creating these advertisements for are getting smaller and smaller and starting to be a waste of money. This is why more advertising are starting to be seen on the internet, advertisements are increasing on popular used sites such as Youtube and Facebook and its not a suprise since it costs less and is more actively used.


Teagan Adams's comment, August 22, 2013 1:27 AM
I agree with Sophie that a lot of money is being spent on advertising in domains that has shrinking audiences. Makes people wonder how much longer until internet advertising will become expensive considering its success.
Analay Malamala's comment, August 22, 2013 4:51 AM
I agree with your insight Sophie when you say that there is more use of the internet and less of traditional media like television and radio, I think that it's a much better way of communication for consumers to jump on the internet, it's accessible and because the world is evolving, our knowledge of different platforms evolve too and therefore we stick to what we feel more confident to use and think is most effective.
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Your 2014 Digital Marketing Roadmap - Marketing Technology Blog

Your 2014 Digital Marketing Roadmap - Marketing Technology Blog | Integrated Brand Communications |

Sometimes it’s easier to just follow the dotted line as you’re looking to ensure your digital marketing is balanced and complete. This infographic compliments of Two Legit aims to do just that, walking you through your web presence, mobile, ecommerce, outbound, inbound, content and social media marketing initiatives.+

One element lost in this infographic is the ability for all of the strategies to work with one another. For instance, utilizing your content marketing to power newsletters that are optimized for mobile devices. That’s not defined in this infographic but it’s an absolute necessity if you’d like to fully leverage email and ensure your emails are read properly. I’ve written before that the modern digital media consultant is more of a conductor, balancing the volumes of each strategy to make some sweet, sweet music!+

More often than not, we find that the key to marketing well isn’t doing everything… it’s balancing a combination of strategies, amplifying the impact by having them work together, and understanding how much of each strategy to initiate in order to maximize results. That said – this is still a great checklist to go down and ensure you’re not missing anything! This infographic also provides some statistics behind the digital marketing trends.


Russ Merz, Ph.D.'s insight:

A comprehensive checklist of things that #brandmanagers should keep in mind as they develop a #brand digital marketing plan. Synergy is important.

ManufacturingStories's curator insight, August 17, 11:05 AM

add your insight...

Paulo Stamm's curator insight, August 17, 5:44 PM

Excelente gráfico sobre marketing tecnológico.

Steve Whitmore's curator insight, August 18, 8:29 AM

Something to think about??? I need to examine more closely.

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Key Findings on How Marketers Optimize Social Content - Marketing Technology Blog

Key Findings on How Marketers Optimize Social Content - Marketing Technology Blog | Integrated Brand Communications |

Key Findings on How Marketers Optimize Social Content by Douglas Karr on Marketing Technology Blog


Software Advice partnered with Adobe to create the first-ever Social Media Content Optimization Survey. Key findings include:+

Most marketers (84 percent) routinely post on at least three social media networks, with 70 percent posting at least once a day.+Marketers most commonly cited the use of visual content, hashtags and usernames as important tactics for optimizing social media content.+Over half (57 percent) use software tools to manage posting, and these respondents experienced less difficulty optimizing their social content.+

Our survey suggests that the vast majority of marketers are posting frequently across at least three or four social channels and are attempting to use specific tactics to increase brand awareness and (ideally) generate quality leads. Most marketers (70 percent) said they post content on social media outlets at least once a day, with 19 percent saying they post more than three times daily. But our source, Liz Strauss, believes that many of them are posting without a clear goal and without a true understanding of what can be accomplished on any particular social channel. Jay Ivey of Software Advice (where you can compare social CRM software reviews)

And the data may support that claim. For instance, Liz argues that it’s backwards that more marketers prioritized visual content than prioritized the identification and targeting of specific sub-audiences. As she puts it, if you don’t know who your content is built for, then you’re not going to send them the right kinds of signals. And this suggests a troubling lack of understanding about basic strategic principles required to achieve real, measurable results through social media. Here’s a breakdown of findings:+

Russ Merz, Ph.D.'s insight:

Interesting stats, but #optimization requires knowing the relative effect of inputs (content, placement, timing, etc.) on outputs (goals and objectives).

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Blogging Statistics [INFOGRAPHIC] | Social Media Today

Blogging Statistics [INFOGRAPHIC] | Social Media Today | Integrated Brand Communications |

Remember when folks were saying that blogging was dead? I’ve been blogging now for a decade and owe my success, my book, my company and my career to blogging. Through years of blogging, I’ve generated influence, authority and enough of a following that we’re able to sustain a growing business helping our clients with their content marketing efforts. I don’t just talk about the benefits – I continue to reap the benefits!


This is a great overview of the Blogconomy by Ignite Spot. They’ve got solid advice on their post – blog weekly, write useful content, always have a call to action, and have an email newsletter to capture subscribers. Like any other marketing medium, the effort you put in produces relative results. If your company can post daily – from client stories, to use cases, to company news and industry advice – you can get there quicker!



Russ Merz, Ph.D.'s insight:

An amazing collection of facts and #stats about the "Blogconomy" and its role in #brand #contentmarketing . Useful reference source to keep. 

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Data Driven Marketing Behind the Publicis-Omnicom Merger

Data Driven Marketing Behind the Publicis-Omnicom Merger | Integrated Brand Communications |

If Publicis and Omnicom’s recent merger announcement is any indication, traditional advertising and marketing agencies are increasingly looking to data to compete with the tech companies that have spent the past several years chipping away at their business models. A recent study from ad tech firm BlueKai shows just how heavily brands have begun relying on data in their marketing strategies.


According to the study, for which BlueKai surveyed more than 100 marketing executives and media buyers, two-thirds of respondents said that their digital marketing is data-driven. Thirty-six percent said they allocated more than 20 percent of their budgets for data-driven marketing—up from just 11 percent of respondents six months ago.


BlueKai also found some significant changes in marketers’ views on where data should be leveraged. When asked to rank the most relevant cross-platform opportunities for data, analytics jumped to No. 1 from No. 3 in December 2012. Email, not previously ranked at all, was at No. 2, followed by search. Display dropped to No. 7.


But while marketers clearly see the potential in using data for digital marketing, they’re still lagging in the mobile arena. Half of all respondents said that they spend less than 25 percent of marketing efforts on mobile, while 60 percent said that they didn't know how much the use of data had improved conversion rates for mobile marketing.

Russ Merz, Ph.D.'s insight:

 A useful summary #infographic that illustrates the role #datadriven marketing is playing in #brand strategies. 

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