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Ads Above the Fold Are Not More Viewable; Why Priced at a Premium?

Ads Above the Fold Are Not More Viewable; Why Priced at a Premium? | Integrated Brand Communications | Scoop.it

Roughly half of online ads are going unseen, per various reports.

 

This is creating anightmarish scenario for advertisers who face the prospect of wasted spending while publishers are left having to reassure buyers whose confidence in the medium is shaken.

 

Google and others are responding with tools that promise to ensure advertisers their ads are being seen. One outcome of this is that the long-held assumption that ads at the top of the page are most viewed is being challenged. That’s potentially worrisome for publishers who have been selling those ads at a premium.

 

But now, there’s new evidence to that effect coming from an unlikely source. The Washington Post is going public with research showing that visitors scroll quickly on certain types of pages, and when they do, they’re more likely to see ads low down on the page than at the top.

Russ Merz, Ph.D.'s insight:

Interesting, but It is unclear how "viewability" is defined, and how it is measured? 

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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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One Content Metric to Rule Them All

One Content Metric to Rule Them All | Integrated Brand Communications | Scoop.it

Let's face it: We're all pressed for time, and measuring, analyzing, and reporting the success of content marketing is time-consuming work. Here's how you can distill the performance of your content into a single metric: one metric to rule them all.

 

Let's face it: Measuring, analyzing, and reporting the success of content marketing is hard.

Not only that, but we're all busy. In its latest report on B2B trends, the Content Marketing Institute quantified some of the greatest challenges faced by today's content marketers, and a whopping 69% of companies cited a lack of time. We spend enough of our time sourcing, editing, and publishing the content, and anyone who has ever managed an editorial calendar knows that fires are constantly in need of dousing. With so little extra time on our hands, the last thing content marketers want to do is sift through a heaping pile of data.

 

Sometimes we want to dig into granular data. If a post does exceptionally well on Twitter, but just so-so everywhere else, that's noteworthy. But when we look at individual metrics, it's far too easy to read into them in all the wrong ways.

 

Here at Moz, it's quite easy to think that a post isn't doing well when it doesn't have a bunch of thumbs up, or to think that we've made a horrible mistake when a post gets several thumbs down. The truth is, though, that we can't simply equate metrics like thumbs to success. In fact, our most thumbed-down post in the last two years was one in which Carson Ward essentially predicted the recent demise of spammy guest blogging.

Russ Merz, Ph.D.'s insight:

A very detailed article providing a well reasoned approach for the measurement of digital content performance by combining multiple metrics. It is interesting but the weighting is arbitrary and not optimized for the type or quality of the content being assessed. To complete the picture a set of content quality metrics are also needed.

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Measure These 5 Content Marketing Metrics For Long-term Success

Measure These 5 Content Marketing Metrics For Long-term Success | Integrated Brand Communications | Scoop.it

There’s a lot of talk about the importance of content marketing, what qualifies as content marketing and what strategies work best for whom—but so few think about measuring until after the project is underway. This article discusses the bare minimum metrics you should be able to pull and measure for your content marketing success. No fancy tools or behemoth budgets needed—just a little good ol’ fashion work.

 

First, we have to stress to not start any new tactic without the analytics support behind it. Ian Laurie of Internet marketing agency Portent Inc. shares a great advice on creating the right kind of digital strategy. Most important part? If it can’t be measured, it shouldn’t be done.

This means in order to measure even these core five outcomes you need to ensure Google Analytics is properly installed on your website. That’s it! So let’s get started on what you should measure and how to gather it.

 

Russ Merz, Ph.D.'s insight:

A step by step tutorial on how to assess the performance of a brand digital marketing program.

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Want App Users to Interact with Your Ads? Reward Them

Want App Users to Interact with Your Ads? Reward Them | Integrated Brand Communications | Scoop.it

When it comes to in-app ads, those offering rewards—physical or virtual—are the most likely to get a positive reaction from consumers. Not only are they the preferred type of in-app advertising, reward ads also boost brand reputation.

 

The majority of consumers may pay attention to and interact with in-app ads, but according to March 2014 polling by Forrester Consulting, commissioned by Tapjoy, it’s not that simple, as certain ad types saw higher interest levels than others. In particular, ads that offered rewards for customer interaction were preferred by a long shot. 

Russ Merz, Ph.D.'s insight:

Interesting research findings about the receptivity of consumers to in-app ads and what it takes for them to be effective.

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FutureBrand | News | FutureBrand launches the FutureBrand Index

FutureBrand | News | FutureBrand launches the FutureBrand Index | Integrated Brand Communications | Scoop.it

FutureBrand is the Creative Future Company, we define and deliver future brand experiences.

 

Google is the strongest brand among the world’s most valuable 100 companies in 2014, performing better than peers with a higher market capitalisation.

 

The ‘FutureBrand Index’ from brand consultancy FutureBrand, sanctioned by Global Top 100 Companies creator PwC, measures perceptions of brand strength through in-depth quantitative research among thousands of consumers worldwide.

 

Google, followed by Microsoft at position two and Walt Disney at position three each open a positive ‘Cap Gap’ on the positions they occupy by virtue of their financial worth (third, fourth and 40th positions respectively).

 

Moving in the opposite direction, Apple falls from first to fourth place and ExxonMobil from second to 87th. ExxonMobil is one of the three largest fallers, the others being PetroChina and Wells Fargo (falling 79 places and 72 places respectively). AbbVie, SABIC, and MasterCard are the three greatest risers (rising 80, 72 and 67 places respectively).

Tom Adams, global head of strategy at FutureBrand said: “Companies are also brands and our results show for the first time the extent to which the strongest in 2014 are able to transcend the positions dictated by opinions of their financial worth; opinions which in any case are formed largely by financial institutions. We felt it was high time for a reappraisal of how company brands are perceived in the round, which takes full account of the affinity felt by consumer stakeholders for their stated purpose and the experience they deliver, to establish a richer perspective on which ones are best positioned to thrive into the future and why. We might even ask if the strongest company brands are undervalued financially, brand perception being a key determinant of the billions of decisions that inform a company’s prospects, from which employer to work for, to whether to buy a product at the given price premium. Crucially, purchase decisions today are guided by knowledge of parent brand reputations, as recent Weber Shandwick research found1.”

Russ Merz, Ph.D.'s insight:

Another #brandranking index. This one claims a qualitative research basis. You can download the report from the press release.

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The 8 Step Approach to Successful Content Marketing - Marketing Technology Blog

The 8 Step Approach to Successful Content Marketing - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

The 8 Step Approach to Successful Content Marketing by Douglas Karr on Marketing Technology Blog

 

Vertical Measures has developed an 8-step approach for developing a successful content marketing project that includes strategy development, ideation, content creation, optimization, content promotion, distribution, lead nurturing and measurement. Viewing this content marketing as a cohesive strategy throughout the customer lifecycle is imperative because it aligns the content with the stage or intent that the visitor to your site and ensures there’s a path to conversion.+

Content creation is on the rise. With nearly 50% of companies now having content marketing strategies and costing 62% less than traditional marketing, creating original contnet can be a lot to take on. A solid team, ste plan, and good knowledge of your industry can be a fun and rewarding way to create successful content!

This is a great infographic that provides a solid approach for companies with content departments or outsourced resources to ensure there’s alignment and process to the means they’re researching, developing, executing, promoting and measuring their content productivity and return on investment.+

 

 

 



Read more: The 8 Step Approach to Successful Content Marketing | Marketing Technology Blog http://www.marketingtechblog.com/content-marketing-steps/#ixzz36AvpbtSf ;
Under Creative Commons License: Attribution 
Follow us: @mktgtechblog on Twitter | marketingtechnology on Facebook

Russ Merz, Ph.D.'s insight:

A nice summary of the #contentmaketing process. The guidelines are high level and will need to be modified  to meet each #brand situation. However, despite the value of a quality process, #brandmanagers should not confuse the quality of the process with quality of the content, because at the end of the day, content quality is probably the strongest determinant of performance.

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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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Op-Ed: Next up for content marketing? Curation & quality

Op-Ed: Next up for content marketing? Curation & quality | Integrated Brand Communications | Scoop.it
As content marketing becomes a corporate staple, brands need to be paying more attention to curation and quality. These are two ways that brands can stay ahead of the content pack.
Russ Merz, Ph.D.'s insight:

This article suggests that #brand #engagement is a function of #curation and the sharing of content from others, along with #contentquality. The first builds brand #trust and the second ensures that the content resonates with the targeted audience. It also introduces the SaaS content quality measurement provider @Atomic_Reach.   

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6 questions to answer when developing a content marketing strategy - Phoenix Business Journal

6 questions to answer when developing a content marketing strategy - Phoenix Business Journal | Integrated Brand Communications | Scoop.it

Assuming your organization is new to content marketing, you should start with a simple approach to building your blueprint.

 

More and more companies are beginning to realize the benefits of content marketing; it’s less expensive than alternative forms of marketing, it positions your company as the go-to source, and it can drive qualified leads.

 

The first step toward this promised land is to create an appropriate strategy. Assuming your organization is new to content marketing, you should start with a simple approach to building your blueprint. To get started, gather your team and ask these questions:

Russ Merz, Ph.D.'s insight:

A good list of guidelines for planning a #contentmarketing strategy.

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11 ways to find your brand voice - BarnRaisers

11 ways to find your brand voice - BarnRaisers | Integrated Brand Communications | Scoop.it

A brand voice is how a brand speaks to its audiences.

 

It connects a vision, mission and values to a personality; done well, it’s is relevant, timely and builds relationships that last. It’s the human face for a business or company. It’s an expression of the people behind the brand. It sets your company apart and builds trust.

 

Particularly in the digital channel, with the depth of information on a website and publishing opportunities available through social media, it is an essential consideration to your brand platform.

 

Here are 11 ways to find your brand voice.

Russ Merz, Ph.D.'s insight:

A set of guidelines that can be the basis of a checklist for the development of a #brandvoice by brand managers.

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One Minute on YouTube | Social Media Today

One Minute on YouTube | Social Media Today | Integrated Brand Communications | Scoop.it

Every 60 seconds, YouTube makes an estimated $10,654.49; at least 1,388 channel subscriptions are formed; and 100 hours of videos are uploaded. Take a look at this infographic created by YouTubeDownloader illustrating what else happens in a YouTube minute.

Russ Merz, Ph.D.'s insight:

Some interesting YouTube stats.

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Benefits of In-House Digital Advertising | Social Media Today

Benefits of In-House Digital Advertising | Social Media Today | Integrated Brand Communications | Scoop.it

When it comes to digital advertising on social media, we know it pays to keep it in the family.

Digital leaders realize they no longer need to funnel online advertising budgets through multiple third parties (which each take their own cut of the action). "If you bring that team in-house, you have an opportunity to share cross-channel findings, be agile, to do more with programmatic," says Kathy O'Dowd, senior manager for programmatic buying in North America at Netflix. "That’s an amazing opportunity to take advantage of."

The rise of sophisticated publisher-direct ad automation platforms has allowed companies to reign in their digital advertising efforts under one roof and reap the benefits that come with in-house control of social media ad campaigns.

Bringing digital advertising in-house to truly own user acquisition and remarketing from start to finish is a growing trend. We've boiled down five of the top benefits of this approach, from welcome cost savings to speed and performance gains that can significantly boost the bottom line.

Take a look at the infographic below for an at-a-glance perspective on in-house digital advertising: the foundation of performance marketing success on social media.

Russ Merz, Ph.D.'s insight:

A good summary of the reasons and benefits that accrue from in-house digital advertising.

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