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Brand Presence: How To Choose The Right Social Media Platform For Your Brand

Brand Presence: How To Choose The Right Social Media Platform For Your Brand | Integrated Brand Communications | Scoop.it
Being everywhere isn't always the best strategy. ;

Via Level343
Russ Merz, Ph.D.'s insight:

Seems like an updated version of some old media planning concepts, like media-message matching for example.

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Martin (Marty) Smith's comment, July 16, 2013 8:19 PM
May be old hat for Scoopers, but SMBs I speak with are baffled and confused using Twitter for questions and Facebook for notifications. Never hurts to share what may see old hat to "us" (is my thinking :).
Russ Merz, Ph.D.'s comment, July 17, 2013 5:20 PM
Marty, point well taken. My point is that the principles behind the new "tips" and "how to's" have been around for a while...old knowledge being rediscovered?
Martin (Marty) Smith's comment, July 18, 2013 5:10 PM
Russ, yep agree in fact was just thinking about how the "long tail" is becoming the "long tails". Marty
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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Content Marketing Best Practices for B2B Brands

Content Marketing Best Practices for B2B Brands | Integrated Brand Communications | Scoop.it

Defining great content is no easy matter.

To some CMOs or execs the definition may be similar to the Potter Stewart's quote about obscenity: "I know it when I see it."

I wish I could tell you it is this easy. It's not; but, here are critical benchmarks you should be aware of to create meaningful content.

High Quality B2B Content Has These Identifiable Traits

B2B Content Marketing Strategy Drivers: facts, figures and numbers drive credibilityand are inherent in great business to business focused content vs. "consumerish" content.

Structure, story and presentation still drive conversions; but, other businesses are looking for brands that educate with their content.

The sell cycle for B2B focused brands is incrementally longer that consumer facing businesses: a sell cycle for an average B2B brand can be from one month to a year,  it's fraught with peril as "leads" can and do drop out of the sales funnel process.

It's all about relevance too. Your content has to be credible and relevant to the"prosumer" you are targeting.

Russ Merz, Ph.D.'s insight:

Great guidelines and examples for the development of a #B2B  #brand #contentmarketing strategy. 

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Infographic: Brands on social media are 57 percent more likely to increase sales leads

Infographic: Brands on social media are 57 percent more likely to increase sales leads | Integrated Brand Communications | Scoop.it

Would you like your organization to attract the best employees in your industry?

Would you like to increase sales leads?

Do you want your organization to be seen as a fierce competitor?

Then become more active on social media,an infographic from LinkedIn and Altimeter Group advises.

The more engaged organizations are on social media (specifically LinkedIn), the more engaged, optimistic and inspired their employees are. And the happier your employees are, the better your organization performs.

According to the graphic, employees at socially engaged companiesare:

Twenty-seven percent more likely to feel optimistic about their organizations' futures.Twenty percent more likely to stay at their organizations.Fifteen percent more likely to feel connected to co-workers outside of their immediate teams.

The infographic also explains that socially engaged companies are:

Forty percent more likely to be seen as competitive.Fifty-seven percent more likely to see an increase in sales leads.Fifty-eight percent more likely to attract top talent.

You shouldn't need any more reasons to up your organization's social media use, but in case you do, take a look at the infographic:

 
Russ Merz, Ph.D.'s insight:

A summary of how communication and engagement can build brand relationships with employees and customers. Good reference value.

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The Challenge of Marketing Silos and How to Break Them - Marketing Technology Blog

The Challenge of Marketing Silos and How to Break Them - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Teradata, in collaboration with Forbes Insights, have released a new survey that sets out to explore the challenges and solutions for breaking down marketing silos. The survey enlists five leading CMOs of both B2B and B2C type companies to share their different backgrounds, perspectives, challenges and solutions.+

The whitepaper discusses the challenges of marketing silos, including each having its own brand vision, disjointed customer experiences, misaligned messaging, incentivizing short-term sales over long-term brand strategies, poorly integrated and uncooperative teams, and a lack of scale across key growth areas like digital as one silo competes with another.+

Russ Merz, Ph.D.'s insight:

Survey results reveal five ways to break down marketing silos.

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Janna Lusk's curator insight, July 18, 2:17 AM

What are your best strategies to bring communication and cooperation to a team of silos?

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Amazon Turns 20. An Illustrated History.

Amazon Turns 20. An Illustrated History. | Integrated Brand Communications | Scoop.it

Amazon turns 20 this month. Founded in July 1994 by Jeff Bezos, it has now grown into the largest online retailer.

As a sign of their appreciation, the folks at DPFOC, an online marketing company, created the infographic below. The company has also created an interactive timeline, showing the most important milestones in Amazon’s 20 year history. You can enjoy it here.

Russ Merz, Ph.D.'s insight:

A nice summary of Amazon's history captured in an infographic. Contains some interesting stats.

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CoreBrand Releases Rankings for Most and Least Respected Brands of 2014

CoreBrand Releases Rankings for Most and Least Respected Brands of 2014 | Integrated Brand Communications | Scoop.it

 CoreBrand, a leading brand strategy and communications firm and creator of the Corporate Branding Index® (CBI), which provides continuous benchmarking data, insights and corporate brand valuation for more than 1,000 companies across 50 industries, today released its second annual report on the most and least respected corporate brands - Brand Respect: The Most and Least Respected Corporate Brands.


The Brand Respect report correlates data on the levels of Familiarity and Favorability of publicly traded companies, utilizing the 23-year quantitative CBI, to uncover the sentiment behind the most well-known brands. Brands with the highest Familiarity and Favorability are defined as most respected, while brands that are well-known among audiences (identified as the 100 brands in the CBI with the highest Familiarity) but have the lowest Favorability are considered the least respected.

 

Russ Merz, Ph.D.'s insight:

Yet another brand ranking this time for brand respect based on familiarity and favorability. Its getting difficult to keep the various ranking systems straight.

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THE SNAPCHAT REPORT: Audience Numbers, Demographics, And Brands' Early Marketing Efforts

THE SNAPCHAT REPORT: Audience Numbers, Demographics, And Brands' Early Marketing Efforts | Integrated Brand Communications | Scoop.it

Snapchat skews young and surprisingly female.

 

Snapchat has cultivated a unique identity as a smartphone-only social network and messaging platform focused around images and videos. The app has emerged as an everyday communication tool for millions of teens and young adults, particularly in the U.S. and Western Europe. 

 

Snapchat launched in September 2011, so it is not even three years old. But as BI Intelligence explained in a recent report, brands stand to gain a lasting advantage from adopting emerging social media early. 


Russ Merz, Ph.D.'s insight:

Demographic stats about Snapchat users.

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The Success of Loyalty Programs [Infographic] | Loyalty360.org

The Success of Loyalty Programs [Infographic] | Loyalty360.org | Integrated Brand Communications | Scoop.it
Did you know that 76% of people are more likely to shop at a retailer that offers a loyalty program?

Consumers are a fickle bunch and switch brands for a variety reasons. Whether you’re already running a loyalty program or are looking into starting one, The Success of Loyalty Programs infographic will provide you with insight on the various types of programs out there, which programs are most successful, and the landscape of the loyalty program industry.

Please read, enjoy, and feel free to share The Success of Loyalty Programs Infographic
Russ Merz, Ph.D.'s insight:

A very useful collection of facts and stats about brand loyalty programs. Good reference value.

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A Simple Plan for Measuring the Marketing Effectiveness of Content

A Simple Plan for Measuring the Marketing Effectiveness of Content | Integrated Brand Communications | Scoop.it

How can you know if your content is adequately supporting your marketing and business goals? In this seventh post of our Back to Basics series, we outline a simple plan you can use for tracking and communicating the effectiveness of content marketing program.

 

When putting your measurement program in place, start by deciding on how frequently you’ll collect your data. A good schedule to start with is measuring marketing effectiveness on a monthly basis — we’ve found that this has worked well for CMI (though we may watch some metrics weekly just to make sure monthly goals stay on track — especially for metrics we can modify quickly). Then, you will want to create a spreadsheet that documents and tracks the following:

Your marketing goals. If you have several, it may help to put them in order of priority. (By this point, you should have agreed on goals with your management team; but if you haven’t, now is the time to get on the same page.)The key performance indicators (KPIs) you’ll use to measure marketing effectiveness of your content.Your plan for gathering this performance information.Who will be responsible for collecting and reporting this data.
Russ Merz, Ph.D.'s insight:

A useful discussion about the basics of tracking the attainment of content marketing goals. However, the actionability of the measures is low if the quality of the content cannot be linked to the outcomes. At a minimum, two sets of metrics are required--inputs (causes) and outputs (effects).

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B2B Customer Experience Research Finds 85 per cent of B2B executives think customer experience is critical to growth

B2B Customer Experience Research Finds 85 per cent of B2B executives think customer experience is critical to growth | Integrated Brand Communications | Scoop.it

B2B Customer Experience Research - Accenture Sales and Customer Service.

 

Accenture’s survey of 1,450 leaders also found that 70 per cent think the role of customer experience will play a larger role in strategy over the next two years.

 

More than seven in ten said that their customer interactions are affected by their expectations of a more consumer-like experience.

 

70 per cent agreed that flexibility is key when customers are consistently re-evaluating their suppliers, and 67 per cent said their engagement is affected by customers’ growing tendency to be influenced by word of mouth.

 

Customer experience (CX) is widely recognized as critical to an organization's growth. However, most B2B (Business to Business) companies only realize half the potential benefits of their significant investments in the name of providing a better experience for their customers.


Recent Accenture research reveals that for more than half of B2B companies around the world and across industries, much of their CX investments are ineffective. The study also revealed the “masters” in CX—companies that generate higher-than-average revenue growth—develop strong customer experience strategies and execute them well.

Russ Merz, Ph.D.'s insight:

A great piece of research by Accenture showing a strong relationship between effective #B2B #customerexperience strategies and tactics and economic #growth. Very informative infographic packed full of details. The full 16 page report is available on the micro website.

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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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About the Warc 100 - The smartest marketing campaigns in the world

About the Warc 100 - The smartest marketing campaigns in the world | Integrated Brand Communications | Scoop.it

What is the Warc 100?

The Warc 100 is an annual ranking of the world’s 100 best campaigns, based on their performance in effectiveness and strategy competitions.

It focuses on marketing that makes a difference, driving business performance or changing consumer behaviour.
It is a benchmark for commercial creativity, allowing brands and agencies to compare their performance with their peers.
It is a showcase for the world’s smartest strategies, and the people and organisations behind them.

The rankings are compiled based on the winners of 75 effectiveness and strategy awards from around the world.

 

Russ Merz, Ph.D.'s insight:

WARC has unveiled The WARC 100 showcasing their take on the best in brand commercial creativity.

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The 10 Key Points for a Convertible eCommerce Website - Marketing 360®

The 10 Key Points for a Convertible eCommerce Website - Marketing 360® | Integrated Brand Communications | Scoop.it

Awesome infographic showing you the 10 most important things every eCommerce store design needs to drive more sales.

 

Upon release of the infographic, JB Kellogg, Co-CEO at Marketing 360®, explained, “One of the challenges we face is moving people who are new to eCommerce from the personal vision they have of their website, to design elements that we know from experience, will convert sales.”

 

“The best eCommerce website designs are based on user-experience data. When it comes to online selling, simplicity and communicating value beat fancy, complicated design.”

Marketing 360® collects and reviews millions of data points on eCommerce websites. Based on their experience, they recommend these 10 elements to be a part of every eCommerce website:

Russ Merz, Ph.D.'s insight:

Excellent guidelines for #website design of #ecommerce businesses. Especially useful for small businesses to keep in mind (#SMB).

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Content kingmaker -- quality or webpage position? | Science Codex

Content kingmaker -- quality or webpage position? | Science Codex | Integrated Brand Communications | Scoop.it

In today's Information Age, it's easy get overwhelmed by online content. On YouTube alone, over 100 hours worth of video is uploaded every minute. Showcasing the most interesting content allows providers to convey a certain level of quality to its audiences and encourages users to stay on the website, consuming content and winning advertising dollars for its provider. However, this influx of information makes it difficult for both content providers and users to determine what is interesting and worth consuming.

 

Due to the sheer volume of submitted content, some providers such as Reddit depend on user ratings or peer recommendations to navigate and sort their most interesting content for other users. Providers depend on this collective intelligence to identify new quality content and rank it for other users, but these collective judgments via peer recommendation may be biased and inconsistent. In practice, peer recommendation often leads to "winner-take-all" and "irrational herding" behaviors that result in similar content receiving widely different numbers and types of recommendations.

 

In a study published in the peer-reviewed online journal PLOS ONE this week, researchers evaluated some popular peer recommendation strategies and their ability to identify interesting content. Dr. Kristina Lerman, a computer science professor at the USC Viterbi School of Engineering and a Project Leader at USC Viterbi's Information Sciences Institute, and co-author Tad Hogg, a Research Fellow at the Institute for Molecular Manufacturing in Palo Alto, CA, first determined what kind of content users prefer and then evaluated how position on a webpage affects collective judgments about content.

 

"Psychologists have known for decades that position bias affects perception: people pay more attention to items at the top of a list than those below them," said USC Viterbi computer science professor, Dr. Kristina Lerman. "We were surprised, however, how strongly this affected user behavior and the outcomes of recommendation."

Russ Merz, Ph.D.'s insight:

This research study finds that article or #content engagement like recommendations and rankings are influenced more by webpage position than on the #quality of the content.

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Amazon Has the Best Consumer Perception of Any Brand

Amazon Has the Best Consumer Perception of Any Brand | Integrated Brand Communications | Scoop.it

Target’s much-publicized data breach cost the company more than the $400-$450 million that’s been estimated—it also levied heavy damage on the retailer's perception among consumers, according to new rankings from research firm YouGov BrandIndex released today.

“While it surfaced an issue for the entire industry, Target took nearly the entire brunt of the discussion in the media,” said Ted Marzilli, CEO of YouGov BrandIndex. “And there was a lot of discussion in the media.”

The retailer last year was the No. 7 best-perceived brand among consumers, but not only did it fall off the top 10 list, it plummeted all the way down to No. 21.

While negative news reports usually have some effect on consumer perception of brands, the impact varies. For example, in spite of its ongoing dispute with book publisher Hachette, Amazon.com is still the No. 1 best-perceived brand. The affected group in this case—book buyers for Hachette titles—is small and unlikely to drag down overall perception, Marzilli said. Also, the first half of the year saw the company’s Prime service expand its HBO and music streaming offerings, and it debuted the Fire smartphone.

High rankings for YouTube and Netflix, on the other hand, is evidence of a lifestyle shift among consumers.

Russ Merz, Ph.D.'s insight:

The latest @BrandIndex rankings are out as reported in this @Adweek article. 

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How to Create a Social Media Marketing Plan from Scratch | Social Media Today

How to Create a Social Media Marketing Plan from Scratch | Social Media Today | Integrated Brand Communications | Scoop.it

When I went rock climbing for the first time, I had no idea what I was doing. My friends and I were complete newbies about ropes and rappelling and every other bit of jargon and technique that goes with climbing. We saw others doing it spectacularly well. We were thrilled at the thought of reaching the top of the climbing wall; we had no idea how to get there.

I’d imagine that a social media marketing plan could feel the same way.

If you’re starting from square one, it might feel equal parts thrilling and overwhelming. You know what you want to do and why. You can see that others have climbed the social media mountain; you’ve got few ideas how to get there yourself.

It’d help to have a plan.

We’ve shared before about different parts of a social media marketing plan—the data and research and personal experience behind what works on social media. Now we’re pleased to put it all into a cohesive, step-by-step blueprint that you can use to get started. If you need a social media marketing plan, start here.

 

Russ Merz, Ph.D.'s insight:

A detailed discussion of a six step procedure for developing a social media marketing plan. Provides detailed discussion along with realistic examples.

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From Demand Generation to Revenue Generation: How to Become a Revenue-Driven Marketer

From Demand Generation to Revenue Generation: How to Become a Revenue-Driven Marketer | Integrated Brand Communications | Scoop.it

The days of being grudgingly accepted as a necessary cost center are numbered for Marketing. Today, the writing is on the wall: Either demonstrate how Marketing will contribute to the company's top-line revenue growth... or be prepared to change careers.

CMOs and VPs of marketing need to step up and take responsibility for revenue production. That means coming to the table with a revenue marketing forecast and aligning tightly with Sales to ensure the revenue goal is met.

Some companies are even assigning revenue quotas to Marketing and compensating marketing executives on meeting those quotas. Your company might be next.

As a marketer, you can view this trend as a negative, or you can approach it as an opportunity to finally achieve credibility within your company, especially with the executive suite. Showing a return on investment is the entrée to a strategic place at the executive table.

The big question is how to make the transition from being a demand generation-focused organization to becoming a revenue-generating organization.

 

Russ Merz, Ph.D.'s insight:

Five steps to becoming a revenue-driven marketer.

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How to Use Google Analytics Audience Data to Improve Your Marketing |

How to Use Google Analytics Audience Data to Improve Your Marketing | | Integrated Brand Communications | Scoop.it

Do you need to learn more about the Audience reports in Google Analytics?

 

Do you want to know more about your website visitors?

Understanding the demographics, behaviors and interests of your website visitors improves your online marketing.

 

In this article I’ll share what data is found in the Google Analytics’ Audience section and how it can apply to your online marketing strategy.

Russ Merz, Ph.D.'s insight:

A very detailed discussion of the type of audience data can be found in Google Analytics and how to use it for improving brand digital marketing programs.

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The science behind storytelling

The science behind storytelling | Integrated Brand Communications | Scoop.it

Emotionally engaging stories affect more areas of the brain than rational, data-driven messages – meaning that they are far more likely to resonate with your employees. Jenny Nabben explains the neuroscience behind this, and how you can use it to showcase the benefits of storytelling.    

 

Across every culture, in every part of the world, humans have told stories to understand, share and recall knowledge.

While our ancestors sat around the camp fire listening to the tribal storyteller, we now sit in cinemas, theaters or in front of TVs, computers and mobile phones to share the stories of our lives. In fact, the universal nature of storytelling may explain our shared, evolved human psyche.

 

One of the brain’s unique design features is its ability to recognize patterns so that we can quickly predict what is most likely to happen next. Over the centuries we have used narrative story structure as the most elegant way to communicate our messages, passions, vision and who we are.

 

Our appetite for storytelling is voracious; since the invention of the Gutenberg printing press in around 1440, humans have so far written around 129,864,880 books, and while each book is unique we can group them into common themes. Christopher Booker, in his book The Seven Basic Plots, suggests that there are seven ‘core’ plots that comprise the most commonly recognizable narrative structures. These are, a journey taken and the return; overcoming challenges; making our way in the world; a quest; comedy; tragedy; and rebirth.

 

Russ Merz, Ph.D.'s insight:

An interesting article about the #neuroscience of #storytelling. The implications for #brand communication and #advertising are also discussed.

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Mark Minelli's curator insight, July 15, 8:03 AM

Another interesting take on why stories work.

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Content marketing: organization and management

Content marketing: organization and management | Integrated Brand Communications | Scoop.it

Where does content marketing belong in the organization and do you need someone to manage it. A high-level overview of tasks and challenges.

 

Depending on the scope, context and ‘content marketing maturity level’ of your organization, you will organize the way you “do” content marketing differently. There will always – at the very least – be some people (internal, external or hybrid) who create content, someone who overviews the “project” (which in the end it is) and involvement of several stakeholders.

Russ Merz, Ph.D.'s insight:

A useful summary and review from many sources of how companies organize and manage #contentmarketing activities and programs. There are also some "normative" guidelines provided.

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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 | Scoop.it

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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Video Marketing Works (Infographic) « iMediaConnection Blog

Video Marketing Works (Infographic) « iMediaConnection Blog | Integrated Brand Communications | Scoop.it

As companies look to enhance their marketing initiatives, they must be sure that video is a component of their strategy. In 2012, online video accounted for 57% of consumers' internet traffic, and that number is expected to reach 69% by 2017. Furthermore, over one billion users watch six billion hours of video per month on YouTube, and US digital video spending is expected to double in only three years from $4.1 billion in 2013 to $8.04 billion in 2016. This infographic takes a look at key trends in online video behavior, and what business should be aware of when using video to enhance their marketing strategies.

Russ Merz, Ph.D.'s insight:

Looking for some reasons to use #video as part of a #brand's #marketingstrategy? See this infographic.

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Four Ways to Give Your Website That Local Flavor All Over the World

Four Ways to Give Your Website That Local Flavor All Over the World | Integrated Brand Communications | Scoop.it

Web Sites - 

 

The economic potential of online communication is $45 trillion, according to research by Common Sense Advisory. Clearly, the Internet is rich with opportunities to sell your products globally.

According to that same study, however, if you have only an English version of your website, you're limiting yourself to one-third of that revenue.

 

Your website is your storefront to the world. If you want to reach targeted locales around the globe, you'll want to consider localizing your website to meet your audiences' unique needs—and there's more to doing so than translating your copy.

 

Russ Merz, Ph.D.'s insight:

An excellent discussion of the importance of #website localizations for #global #brands. The general guidelines provided by the author are also good, and try to incorporate some research investigating cultural differences such as Hofstede's typology.

 

This is a topic I have researched, see my Slideshare presentation of the topic here:

http://www.slideshare.net/russmerz/the-relationlanguage-and-development-level-website-satisfaction

 

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Rethinking retail: why brands are embracing the rise of the concept store

Rethinking retail: why brands are embracing the rise of the concept store | Integrated Brand Communications | Scoop.it

As consumer shopping habits rapidly evolve, retailers are looking to innovate beyond their four walls.

 

The rise of online shopping has sounded the death knell for many traditional bricks-and-mortar retailers. But innovative brands are reimagining the physical store, turning to magazines and museums for inspiration and creating spaces where the virtual and physical worlds collide.

 

A new wave of thinking about bricks-and-mortar retail has given rise to a surge in brands experimenting with concept stores. Apple and Burberryhave been leading the pack when it comes to creating experience-focused retail for many years. But a wider range of brands is starting to experiment with concepts, and no longer just luxury ones.

 

General Electric, for example, is currently working with New York concept store Story as part of an exercise to promote one of its products.

 

Story is built on the concept of treating retail as media, curating its merchandise every month, like a magazine would with content, and getting a brand to sponsor it. This month's theme is "cool" and the products on sale in the store – clothes, jewellery and gadgets – reflect that.

 
Russ Merz, Ph.D.'s insight:

This article highlights the re-imagining of #retail space by #brands as "new media". The innovative use of #conceptstores to communicate and promote the brand opens new channels for engaging with customers. 

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10 Brands That Brilliantly Differentiated Themselves From the Competition

Check out these 10 companies using branding to get a leg up on the competition.

 

Today’s winning brands aren’t playing it safe. They never say “that’s how we’ve always done it,” and they know their brands are more than just a sleek logo or a cool website.

The brands that crush their competition are those who understanding that strategic branding goes much deeper than pretty visuals and responsive code. Branding is layered, sculpted, and tested.

To create a layered, brilliant, and competition-killing brand, three things must align.

Understanding of your brand (internal beliefs and communications)Understanding of your best potential audience(s)Understanding and differentiating from your competition

Combined, these elements create brand magic. To see these three things in action, keep on reading. Below I’ve curated some brilliant companies that are great at differentiating themselves from their competition.

 
Russ Merz, Ph.D.'s insight:

Ten case studies that illustrate how understanding the #brand, its audiences and how it is different from the competition can lead to marketplace success.

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The five step, 15 minute guide to marketing analytics

The five step, 15 minute guide to marketing analytics | Integrated Brand Communications | Scoop.it

All marketers are short on time and find it hard to prioritise tasks. Spending 15 minutes on analytics can help a lot.


Here's a simple how-to guide to help you get started...

Marketing is a tough job these days. It feels like we are never done with our work. There’s always something that we could be working on, improving. And it often feels like we’re jumping from one thing to another all day long.

 

We’ve all been there: fixing the layout of a web page, writing headlines, changing button colours. Things which should be a quick fix suddenly end up taking a good part of your day.

All of this can lead to 'marketing anxiety' and you become very reluctant to get involved in something in case it becomes a total time suck.

 

And that’s not good, because we all want to be helpful. But we want to be helpful in a way that matters to the business. How can we make sure we’re doing this?

Russ Merz, Ph.D.'s insight:

A concise summary of the basics behind #marketinganalytics. The trick is to prioritize actions so resources can be allocated in the most efficient manner for effectively achieving objectives.

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