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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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Five lessons in proving content ROI

Five lessons in proving content ROI | Integrated Brand Communications | Scoop.it

On a recent quest to prove my content marketing efforts, I read a quote on content measurement from content thought leader Ryan Hanley that really resonated with me. Ryan, quoting from his book Content Warfare, said "People who bitch about the return of investment of content marketing are focused on manufacturing attention, not building trust". This got me thinking - if content marketing's real return is trust, how do you put a measure on that? I set off on a mission to unpack and understand what content ROI really is. Here are the five key lessons I learned.

Russ Merz, Ph.D.'s insight:

Observations about the relationship between #marketingcontent and #ROI need to consider the mediating processes. They are more complex than merely looking at the relationship between content and some outcome like #trust or conversion goals. You also need to link content to content quality and customer experiences.

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73% Lose Trust in Brands Due to Inaccurate Local Business Listings [Survey]

73% Lose Trust in Brands Due to Inaccurate Local Business Listings [Survey] | Integrated Brand Communications | Scoop.it

The majority of consumers (73 percent) say they lose trust in the local business when it happens. And 67 percent say the same if they get lost due to faulty location information. This, according to recent survey data released by Placeable.

 

When an online local listing for a business is incorrect, who’s to blame? The business owner? The search engine? The competition?

Regardless of fault, the majority of people (73 percent) say they lose trust in the local business when it happens. And 67 percent say the same if they get lost due to faulty location information. This, according to recent survey data released by Placeable.

"It is vital that multi-location businesses preserve customer trust by ensuring absolute accuracy in their online location information. Anything less makes the business vulnerable to a constant, ongoing erosion of its brand,” Placeable said in its report. "Brands that fail to ensure the accuracy of search engine location data run the risk of not only missing out on new customers, but jeopardizing their relationships with existing customers as well.”

Russ Merz, Ph.D.'s insight:

More evidence demonstrating that  #brand communications must "accurately" and "consistently" contain #content customers can rely upon. If they are misled or misinformed they will rightly blame the brand.

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Wendy Flanagan's curator insight, April 16, 1:23 PM

It's the little things - like location - that still matter.

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Branding Strategy Insider | Should Brand Advertising Tell The Truth?

Branding Strategy Insider | Should Brand Advertising Tell The Truth? | Integrated Brand Communications | Scoop.it

At its worst, and sadly in its most common expression, advertising is anything but inspiring or truthful – loud, intrusive, stupid, self-centered and above all boring.

 

If you look at some of the best advertising in the world, its purpose is often not to give consumers facts. It may have been once but in today’s world, with so many channels, instant search, review sites and social communities, the details and the realities are fairly easy to find elsewhere. The ads provide a cue and a logo to seek out more details elsewhere.

 

That’s hardly surprising. Media today is measured in bytes and memes. The key role of advertising now is to pitch an impression, a simple gem that catches people’s eyes and locks with a worldview that they have. Advertising seeks compatibility – on a range of fronts.

Russ Merz, Ph.D.'s insight:

But if the #advertising is not truthful, can there be #brand #trust?

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Greg Bonsib's curator insight, September 6, 2013 12:22 PM

No message is so important that people should despise how it’s conveyed to them.

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How Adding Personality and Trust to Your Landing Pages can Maximize Conversion Rates

How Adding Personality and Trust to Your Landing Pages can Maximize Conversion Rates | Integrated Brand Communications | Scoop.it

This article will discuss the rising importance of personality and trust in brand communication, particularly in landing page optimization.

 

We’re constantly testing and tweaking our landing pages to maximize our conversion rates.

 

We know a page that converts at 15% instead of 10% can mean hundreds of thousands of dollars in increased revenue for our business.

 

This article will discuss the rising importance of personality and trust in brand communication, particularly in landing page optimization. I’ll give you five strategies for presenting a user-friendly landing page and a personable business that you can apply to improve your conversion rates. We’ll go through techniques that can give your website that certain “something” which gets a visitor to convert.

 

Before we push on, I’ll quickly preface these recommendations with this: As with any landing page variable, the ones I’ve included in this article are simply tests I’ve seen work in the past, and they may work for your business.

 

Landing page optimization is a continuous exercise of testing. It is pitting control against variation until you’re satisfied (which you never should be).

 

I do give case studies for each of the variables I recommend, so you know I’m not just stabbing blindly in the dark. Just remember, these are unproven hypotheses until you test them yourself.

 
Russ Merz, Ph.D.'s insight:

A detailed explanation, filled with examples, explaining how to build a website that communicates #personality and #trust to #branded website visitors in a way that drives increased conversion rates.

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Customer Experience Is More Important Than Advertising [Infographic]

Customer Experience Is More Important Than Advertising [Infographic] | Integrated Brand Communications | Scoop.it

Only 4% of customers trust advertising the most for service information, so can your good customer experience to help seal the deal with customers?

 

Recently businesses surpassed $200 Billion dollars a year in advertising spending. Yet fewer and fewer customers are trusting advertising as the source of information for products and services.

 

Word of mouth carries a big, heavy stick when it comes to the reputation of your business products and services. Facebook, Twitter, Yelp, and other social media and reviews sites help to amplify to voice of the customer. With the power that a single bad customer service experience can have at creating future business opportunities, it’s critical that you focus on investing in customer service.

 
Russ Merz, Ph.D.'s insight:

Essential facts that demonstrates the value of positive #customerexperiences for a #brand compared to #advertising. However, we need to remember that building #trust may not be the primary role for advertising. Trust generally occurs as a result of an experience or relationship with the brand. So asking advertising to build trust may not be a pertinent task, especially when communicating to a first time buyer. 

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