Integrated Brand Communications
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Insight from the Content Marketing Summit: The Three S Model for Content Success | SmartBlogs

Insight from the Content Marketing Summit: The Three S Model for Content Success | SmartBlogs | Integrated Brand Communications | Scoop.it

As the consumer becomes more accustomed to immediate access to information, marketers are faced with a mounting challenge: how to capture attention and improve engagement. Competition is fierce: On average, individuals receive more than 3,000 brand impressions each day. At the Content Marketing Summit last month in Chicago, leading marketers includingLeslie Resier of IBM, Travis Wrightof Norton by Symantec and Jon Morrisof Rise Interactive discussed content-marketing strategies for cutting through the noise.

 

All three agreed that to succeed in the evolving digital landscape, marketers must create content that is easy to find and consume and compelling enough for the consumer to share with a larger audience. We at Skyword like to refer to this approach as the Three S Model for Content Success: Searchable, Snackable and Sharable.

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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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Some Brands Get Extra Clever On Social (And Some Consumers Aren't Feeling the Vibe) - eMarketer

Some Brands Get Extra Clever On Social (And Some Consumers Aren't Feeling the Vibe) - eMarketer | Integrated Brand Communications | Scoop.it
What resonates with some users annoys others
Russ Merz, Ph.D.'s insight:
Brands! Be cool on social media not annoying; with some tactics consumers aren't feeling the vibe. Are you using any?
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The Paid Marketing Metrics You Must Measure

The Paid Marketing Metrics You Must Measure | Integrated Brand Communications | Scoop.it
Here are three different categories of paid marketing metrics. Each contributes to the funnel in a different way and tells a different story.
Russ Merz, Ph.D.'s insight:
ATTENTION Digital Marketers! Here Are 3 Types of Paid Marketing Metrics You Must Measure.
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25 promotion tactics to ensure people actually see your content

25 promotion tactics to ensure people actually see your content | Integrated Brand Communications | Scoop.it
So you have high-quality content. That doesn't mean much if it doesn't reach an audience. Columnist Blaise Lucey shares 25 ways to get people to take notice of your content.
Russ Merz, Ph.D.'s insight:
ATTENTION Digital Marketers! Here are 25 promotion tactics to ensure people actually see your content you can use now.
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Do video ads really have to be short? [INFOGRAPGHIC] | Netimperative - latest digital marketing news

Do video ads really have to be short? [INFOGRAPGHIC] | Netimperative - latest digital marketing news | Integrated Brand Communications | Scoop.it
Video ads can last longer than 90 seconds, provided they are engaging, according to a new report that aims to dispel some popular video ad myths. TwentyThree, a Copenhagen and San Francisco-based video marketing platform, has put together a data report entitled ‘State of Online Video in 2017’.   Extrapolated from TwentyThree’s own customer data, it ... [Read more...]
Russ Merz, Ph.D.'s insight:
Do video ads really have to be short? New research suggests otherwise.
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Old-School Crosstabs: Obsolete Since 1990, but Still a Great Way to Waste Time and Reduce Quality

Old-School Crosstabs: Obsolete Since 1990, but Still a Great Way to Waste Time and Reduce Quality | Integrated Brand Communications | Scoop.it
Crosstabs may historically be apart of DIY analysis tools, however researchers can use statistical tests to automatically screen tables.
Russ Merz, Ph.D.'s insight:
Are you using crosstabs in your marketing research analysis? Everything you need to know about crosstabs: obsolete, but great way to waste time & reduce MR quality.
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Adobe Digital Insights: The State of the Digital Union 2017 | MarTech

Adobe Digital Insights: The State of the Digital Union 2017 | MarTech | Integrated Brand Communications | Scoop.it
Adobe Digital Insights: The State of the Digital Union 2017 by Douglas Karr on MarTech
Russ Merz, Ph.D.'s insight:
Need Some Quick Insights about The State of the Digital Union 2017? See this article.
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Facebook is Moving to Video First, and Brands are Following

Facebook is Moving to Video First, and Brands are Following | Integrated Brand Communications | Scoop.it
Brands in L2's 2017 video study have collectively received 18.8 million views on Facebook compared to 14.8 million on YouTube.
Russ Merz, Ph.D.'s insight:
Facebook is Moving to Video First, and Brands are Following--Should You?
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Ads Come to Messenger - eMarketer

Ads Come to Messenger - eMarketer | Integrated Brand Communications | Scoop.it

After seeing promising results in some markets, Facebook is expanding Messenger ads globally. The company first announced that it would begin testing ads within Messenger among a small group of users in Australia and Thailand earlier this year. Advertising will appear not within conversations but on the home tab, where notifications of new messages are aggregated. The number of ads a user sees will depend on screen size and the number of conversations featured. Facebook appears to be taking a slow approach with ads on Messenger, where up until now users have not had to share the screen with promotions. “I think Messenger will approach this with caution. I doubt people will be overwhelmed by ads in their message list,” said eMarketer principal analyst Debra Aho Williamson. “Facebook has learned a lot over the years about how much advertising it can show people before irritating them. When it launched ads on Instagram, it took the same slow approach.”

Russ Merz, Ph.D.'s insight:
In an expected monetization move Facebook officially rolls out advertising on its Messenger app. Good idea?
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Four Steps to Maximizing Customer Lifetime Value

Four Steps to Maximizing Customer Lifetime Value | Integrated Brand Communications | Scoop.it
If customer lifetime value is not your top marketing metric, or at least one of the top ones, you're missing out on a massive opportunity to grow revenue quickly and easily - and profitably.
Russ Merz, Ph.D.'s insight:
Do You Know How to Maximize Customer Lifetime Value (CLV) to Grow Revenue and Profit? See These 4 Steps.
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10 best customer loyalty programs and their case studies

10 best customer loyalty programs and their case studies | Integrated Brand Communications | Scoop.it
Customer loyalty programs use principles of rewards, convenience and appreciation to give access to a lifestyle not available anyplace else.
Russ Merz, Ph.D.'s insight:
Looking for a good case study of customer loyalty programs to use in a presentation? Here are 10 of the best as described by Rob Petersen.
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Content marketers increasingly looking at AI to supplement marketing needs

Content marketers increasingly looking at AI to supplement marketing needs | Integrated Brand Communications | Scoop.it
With AI or deep learning able to integrate with content marketing efforts, current data suggests that although 57.1% of US marketers remain unlikely to use AI or deep learning in their 2017 content marketing, a significant number felt differently.
Russ Merz, Ph.D.'s insight:
Can artificial intelligence be used to supplement content marketing needs? Some think so.
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Seven Content Types That Will Increase Leads and Conversions

Seven Content Types That Will Increase Leads and Conversions | Integrated Brand Communications | Scoop.it
You want your current and potential customers to think of your marketing content as valuable, useful, or enjoyable. These 7 types of content will help increase leads and optimize conversion rates.
Russ Merz, Ph.D.'s insight:
Do You Know the 7 Types of Content That Will Increase Leads and Conversions? See This Article.
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Ecommerce Features Checklist: The Ultimate Must-Haves for Your Online Store | MarTech

Ecommerce Features Checklist: The Ultimate Must-Haves for Your Online Store | MarTech | Integrated Brand Communications | Scoop.it
Ecommerce Features Checklist: The Ultimate Must-Haves for Your Online Store by Douglas Karr on MarTech
Russ Merz, Ph.D.'s insight:
Do you know what consumers want from Ecommerce websites? See these must-haves for online stores.
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The Indispensable Social Media Cheat Sheet [Infographic]

The Indispensable Social Media Cheat Sheet [Infographic] | Integrated Brand Communications | Scoop.it
With tips on image size, keyboard shortcuts, and must-have tools; writing irresistible headlines; best times of the day to post; and trends marketers should expect, this infographic is a must-see.
Russ Merz, Ph.D.'s insight:
Want to make the most of your social media posts? See this indispensable cheat sheet.
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How to Create Top-of-Funnel Content That Works

How to Create Top-of-Funnel Content That Works | Integrated Brand Communications | Scoop.it
The goal of ToFu content should be to draw your target audience to your content, increasing brand awareness and creating a relationship based on meeting needs.
Russ Merz, Ph.D.'s insight:
Do you know how to create Top-of-Funnel content that works? Here are 5 methods to consider.
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eMarketer Announces Launch of Benchmarks—a Dashboard for Performance Metrics Across Digital Channels

eMarketer Announces Launch of Benchmarks—a Dashboard for Performance Metrics Across Digital Channels | Integrated Brand Communications | Scoop.it
eMarketer is excited to announce Benchmarks, a new tool that enables marketers to instantly evaluate and compare their campaign performanc
Russ Merz, Ph.D.'s insight:
Need some benchmarks for comparing your performance metrics across digital channels? See this announcement by eMarketer.
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Marketers Face Challenges in Working with Location Data - eMarketer

Marketers Face Challenges in Working with Location Data - eMarketer | Integrated Brand Communications | Scoop.it

Location data can help marketers better reach their target audience. But according to new data from Forrester Consulting, commissioned by location-based mobile marketing platform Verve, many say they don’t have a good understanding of how to best leverage it. Case in point, a third of digital marketers in North America polled in March 2017 said that understanding how to use location to deliver relevant mobile ads was one of the leading challenges their organization faced. Inaccurate location data was another key challenge mentioned by almost as many respondents. And the list goes on.

Russ Merz, Ph.D.'s insight:
Thinking about using location data for marketing campaigns? Here are some common challenges faced by marketers to consider.
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Here are the four metrics every marketer should demand from Facebook

Here are the four metrics every marketer should demand from Facebook | Integrated Brand Communications | Scoop.it
Last month, Facebook announced additional metrics to give advertisers more insight into consumer behavior, including how many visitors come to their websites after clicking on ads and whether those individuals are new or returning visitors.
Russ Merz, Ph.D.'s insight:
Getting your money's worth? Here are the four metrics every marketer should demand from Facebook.
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How to Sell on Amazon: The Ultimate Guide

How to Sell on Amazon: The Ultimate Guide | Integrated Brand Communications | Scoop.it
An infographic of the ultimate guide for Amazon domination. A walk through selling plans, fees, fulfillment options, product selection, and setup.
Russ Merz, Ph.D.'s insight:
Thinking about selling on Amazon? Then you need this=> The Ultimate Guide.
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3 Brands Making Comebacks through Content Marketing

3 Brands Making Comebacks through Content Marketing | Integrated Brand Communications | Scoop.it

“Content needs to be highly entertaining or informative to break through the clutter in today’s media environment,” says Stacy Taffet, Senior Brand Director at PepsiCo.


That’s why the old View-Master toy now has 360-degree imagery and virtual reality capabilities. Automaker Lincoln put itself back on the map with stylish ads featuring an alluring new identity with Matthew McConaughey. And they’re not the only ones. The following old-school brands have recently made comebacks through clever, creative, and strategic content marketing....


Via Jeff Domansky
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Jeff Domansky's curator insight, July 12, 10:46 AM

Polaroid, Lego, and Pepsi have recently made comebacks through clever, creative, and strategic content marketing – here's a look at their tactics.

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eMarketer Releases New Addressable TV Ad Spending Estimates - eMarketer

eMarketer Releases New Addressable TV Ad Spending Estimates - eMarketer | Integrated Brand Communications | Scoop.it

Addressable Targeted, or addressable, TV ad spending in the US is growing quickly, but will remain a small portion of total TV spend for the foreseeable future. 


While three-quarters of US households have cable or satellite boxes capable of delivering targeted ads, addressable TV spending will make up just 1.7% of total TV ad expenditures ($72.72 billion) in the country this year. By 2019, that proportion will grow to 4.0%.



Meanwhile, programmatic TV ad spending will grow 75.7% to $1.13 billion in 2017— representing 1.6% of total US TV ad spend. Next year, programmatic TV advertising will grow another 85.2% to $2.09 billion, and that figure will reach nearly $4 billion by 2019.


TV is a seller's market.

Russ Merz, Ph.D.'s insight:
Addressable & programmatic TV ad spending competing for advertising budget using two different approaches. Who will win?
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Alexa, How Are Voice-Activated Virtual Assistants Changing Shopping, Search, and Media Behavior? [Infographic]

Alexa, How Are Voice-Activated Virtual Assistants Changing Shopping, Search, and Media Behavior? [Infographic] | Integrated Brand Communications | Scoop.it
Voice-activated virtual assistants like Siri and Alexa are becoming a larger presence in consumers' lives and affecting their shopping, search, and media consumption. See this research into how.
Russ Merz, Ph.D.'s insight:
Key Facts about How Voice Activated Virtual Assistants Change Consumer Behaviors & Media Use. How Should Brands React?
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Brace yourself – FMCG is about to weaponise content marketing

Brace yourself – FMCG is about to weaponise content marketing | Integrated Brand Communications | Scoop.it
Can you remember the last great piece of content marketing you stumbled across? It may have made you laugh, think or even cry. But I’m willing to bet it didn’t make you buy.
Russ Merz, Ph.D.'s insight:
Brace yourself – online shoppable content is about to weaponize CPG content marketing.
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25+ Call To Action Examples: The Good, The Bad, and the Ugly

25+ Call To Action Examples: The Good, The Bad, and the Ugly | Integrated Brand Communications | Scoop.it
The call to action is a core component of marketing, sales, and any persuasion-based effort today. There’s been a lot of content written about how to tweak
Russ Merz, Ph.D.'s insight:
Happy with your Call-To-Action content? If not, see these 25+ call to action (CTA) examples.
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Video Content and Its Role in the Marketing Funnel [Infographic]

Video Content and Its Role in the Marketing Funnel [Infographic] | Integrated Brand Communications | Scoop.it
Video is helpful for making shopping or buying decisions, but using video in marketing isn't straightforward: Here's how to pick the right type of video for each stage of the marketing funnel.
Russ Merz, Ph.D.'s insight:
Have you thought about video content types and their role in the conversion funnel? If not, see this article for some guidelines.
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