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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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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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How Do Consumers Perceive Corporate Social Responsibility? [Infographic]

How Do Consumers Perceive Corporate Social Responsibility? [Infographic] | Integrated Brand Communications | Scoop.it

Some 84% of consumers are willing to pay more for a good or service from a company they feel is socially responsible, according to a a recent survey by Lab42.

 

In fact, "buying from a socially conscious brand" ranks in the top 5 drivers (after price, quality, customer service, and variety) that influence purchase decisions.

 

So, how do consumers view companies as socially responsible?

The biggest indicator for consumers is that the company offers high-quality products, according to 70% of respondents.

Some 69% mentioned the company's reputation for being employee-friendly and fair as an indication of social responsibility.

 

To find out more about the five most (and the five least) socially responsible brands, check out the infographic based on the survey, which was fielded among 500 adults, age 18 and older, in the United States from August 14-18, 2014.

 

Russ Merz, Ph.D.'s insight:

What are some of the key social responsibility factors that determine the perception of your brand's social responsibility? Here are some useful insights. How does your brand rank?

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New Content Marketing Research: B2C Challenged with Measurement

New Content Marketing Research: B2C Challenged with Measurement | Integrated Brand Communications | Scoop.it

Our B2C Content Marketing 2015: Benchmarks, Budgets, and Trends—North America report has the latest on how B2C marketers are using content marketing. Learn how you can double your chance of ROI success. 

 

This is the third year we’ve reported on B2C and it’s been interesting to see how their use of content marketing has evolved. One of the key findings this year is that B2C marketers, like their B2B counterparts, are having difficulty measuring how successful their content marketing programs are. However, having a documented content marketing strategy can help.

Russ Merz, Ph.D.'s insight:

A review of some recent CMI research into how many B2C marketers have content marketing strategies, what tactics they use, the preferred social media platforms and key success measures.

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FMCG Smart Storytellers & Tasty Tips

FMCG Smart Storytellers & Tasty Tips | Integrated Brand Communications | Scoop.it

Crafting a content strategy is the first challenge brands face on social; the second is monitoring their performance to improve. Socialbakers has cleverly designed the Smart Storytellers to lessen those difficulties.

 

The new benchmark accurately measures content performance by industry and page size, and is calculated by the number of Average Post Interactions in relation to post frequency. In short – it helps brands effectively assess their position on social. Every quarter we will recognize Smart Storytellers benchmark in three different page size categories that perform in the top 25% against the competition.

 

Here, we take a look at the top storytellers in the FMCG vertical for Q3 and made a few recommendations.

 
Russ Merz, Ph.D.'s insight:

This interesting article by Alexandria McCulloch of SocialBakers describes a new #benchmarketing tool called "Smart Storytellers" for assessing  #socialmediamarketing programs. It is supported by three  illuminating #brand case studies.

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Marketers, You're Thinking About Loyalty Programs All Wrong, And Other Consumer Disconnects [Study]

Marketers, You're Thinking About Loyalty Programs All Wrong, And Other Consumer Disconnects [Study] | Integrated Brand Communications | Scoop.it

It’s a common refrain that consumers are moving faster and changing habits more quickly than marketers can keep pace with. We’ve seen it happening in mobile and a new study underscores how businsses are missing out on key connections throughout the so-called “customer journey”. With devices at our fingertips, we want and seek out information in the moment. When companies aren’t there to meet us, well, we quickly move on to the companies that will.

In this study, a survey of 600 digitally savvy consumers and marketers commissioned by Kitewheel, a real-time marketing hub for agencies, 80 percent of consumers said they will search the web, conduct product research, read reviews and compare prices between different retailers at least 75 percent of the time before purchasing.

The fact that the customer journey involves many more touchpoints now isn’t news, but it’s worth repeating because this change is fundamental to how marketers adapt user experiences across all channels.

The survey asked marketers and consumers about brand loyalty programs and the differences are startling. Companies expecting to sit back and rely on their loyalty programs need to take a hard look at how their programs connect with key customers.

 

Russ Merz, Ph.D.'s insight:

This top line review of survey results, investigating the differences in beliefs about the purpose of  #loyaltyprograms held by consumers and marketers, is an eye opener.

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Study: 86% Of B2B Marketers Use Content Marketing, But Only 38% Believe They're Good At It

Study: 86% Of B2B Marketers Use Content Marketing, But Only 38% Believe They're Good At It | Integrated Brand Communications | Scoop.it

According to the Content Marketing Institute’s latest survey to determine where B2B marketers stand when it comes to their content marketing efforts, 86 percent of respondents said they use content marketing, but only 38 percent believe they are effective at it.

The Content Marketing Institute teamed up with MarketingProfs and BrightCover to poll more than 1,800 marketers on a wide range of content marketing topics – including tactics, benchmarks, distribution channels and budgets.

The report included more than 25 graphs, charting everything from the number of organizations that have a content marketing strategy in place, to what distribution channels are being used, and which metrics are being tracked.

While we’ve outlined a number of the key findings here, the full report can be found at:Content Marketing Budgets, Benchmarks and Trends.

Of all the B2B Marketers polled, 86 percent said they use content marketing.

When asked to rate how effective they were at content marketing, only eight percent claimed their organization was “Very Effective” and 30 percent claimed to be “Effective.”

 
Russ Merz, Ph.D.'s insight:

A great summary of some current research findings from CMI about how B2B marketers assess their #contentmarketing programs. Useful #stats and charts are included.

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The Challenge of Branding Across Languages

The Challenge of Branding Across Languages | Integrated Brand Communications | Scoop.it

Great logos are a subtle blend of the typography and graphical, but switching the languages presents many challenges. Alex sums up your options.

 

If you asked for the most general definition of a logo, you’d probably get something like “a mark that stands for a company or product.” The implication is that it doesn’t matter what the mark is; anything could work. But then, can we assume the effect of a logo is universal—even across languages?

Apparently not, based on the number of global companies that have rendered their brand marks in local languages and alphabets as they set up shop in foreign markets. Logos evidently don’t operate on quite such an abstract level after all; they are ultimately linguistic artifacts and must be reckoned with as such.

So now we have a great design challenge. How do you render a famous brandmark in a new language and/or alphabet, while preserving its general look and character? Check out these great examples of multilingual branding.

Russ Merz, Ph.D.'s insight:

A very useful discussion with examples of how #brand #logos can be modified to work across cultures.

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Pinar Akkaya's curator insight, October 4, 7:01 AM

One of the best examples to go though this topic is Coca Cola for sure!

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All the Details You Need to Rank with Local SEO Marketing - Marketing Technology Blog

All the Details You Need to Rank with Local SEO Marketing - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

All the Details You Need to Rank with Local SEO Marketing by Douglas Karr on Marketing Technology Blog

 

I’m not sure that I’ve seen as detailed a checklist on the do’s, don’ts and other tips necessary to ensure your site is optimized for local search engine rankings. It’s also important to remember that ranking locally does not necessarily mean a combination of a geographic location in the search term. Often, you get local search results just when doing a search based on your mobile or desktop browser location – or even the IP address of your internet service.

You can improve your rankings in the local search results and boost your business online visibility if you put some effort in it. Of course this process will require time and persistence, but, hey, Rome wasn’t built in a day, right! We have prepared a detailed guide for you that easily explains what you should pay attention to and what factors you should closely monitor. Read carefully, take notes and of course, in case you have any questions, just share these with us in the comments. Nevyana Karakasheva, Optilocal.

This infographic first explains why you would optimize for local, then walks you through your Google+ local page optimization, citations (what they are and how to share them), online reviews, on-site optimization and your inbound link profile. You’ll also find some directories like Angie’s List (our client) and others where having a complete profile is advantageous in gaining local search authority.

 


Russ Merz, Ph.D.'s insight:

A great set of guidelines for #optimizing location-based #SEO marketing campaigns.

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Olivier Milo's curator insight, October 1, 9:51 AM

Simple and easy to implement tips to optimize your ranking on search engines!

Test Scoop's curator insight, October 1, 10:08 AM

Thought this was a great infographic. Really loving the Marketing Technology Blog in general, lots of great insights and a unique approach.

Adlava's curator insight, October 3, 7:03 PM

The new Pigeon update puts local directories back in the spotlight. Are you prepared?

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Creativity Drives Business Success

Creativity Drives Business Success | Integrated Brand Communications | Scoop.it

For years, business leaders have focused on things like employee productivity, process efficiency and workforce planning as the key success drivers for their companies. But over the past few years, the mindset has shifted. Leading companies recognize the importance of another key success driver – the need to infuse creativity into all aspects of business– from strategy and culture, to innovation and customer engagement.

Adobe and Forrester recently conducted a study that found that creative companies – those that encourage creative perspective, practices, and culture – outperform in both revenue growth and market share. 58% of respondents from creative companies said their revenues have strong growth (10%+ year-over-year), vs. only 20% of less-creative firms. And creative companies are 50% more likely to report a commanding market leadership position over competitors.

At the same time, over 61% believe they are working for companies that do not invest in the culture, people, processes or platforms that inspire greater creativity. So how do companies who are at a creative deficit begin adopting a more creative mindset? How do they infuse it into the culture? And how do they make it a part of their programs and practices?

Russ Merz, Ph.D.'s insight:

An interesting article by Adobe highlighting the major findings from a recent research study that examined the market performance of self reported "creative" companies--the "creative dividend". They also suggest five key implications from their interpretation of the results.  

 

Of course, as with any research that relies solely on self reported data--how valid is it. At the end of the day it probably raises more questions than it answers from a brand strategy perspective.

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Norval Oswald's curator insight, October 2, 10:40 PM

Drive business success - encourage creativity ... 

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3 Ways Challenger Brands Can Beat Goliaths in Their Space

3 Ways Challenger Brands Can Beat Goliaths in Their Space | Integrated Brand Communications | Scoop.it

Shannon Scott has been working in marketing at challenger shoe brand ASICS for 25 years and knows a thing or two about going into battle against the big guys like Nike and Adidas.

Scott is an experienced marketer and has helped guide the brand as consumer habits and buying patterns evolve from traditional into digital, social and experiential. ASICS (an acronym for the Latin 'sound body, sound mind') is a niche brand best known by elite athletes and enthusiasts for being one of the best running shoes on the market. But as the brand moves into new markets and consumer attention shifts to social, the need for creative marketing with limited budgets compared to the hard-charging Under Armour is essential.

Scott credits a strong team and seamless approach to their being market leaders in their category. She has learned that her inner voice and first instincts are usually correct when it comes to making brand decisions. Her tips to young entrepreneurs, especially females who are tentative about speaking up is, "Don't hold back! Be confident!" Scott uses the quiet time during her commute to think and strategize and has been successful with community outreach and collaborating that includes pros and other influencers.

Russ Merz, Ph.D.'s insight:

A great #casestudy by Behind the Brand that describes the branding strategy and tactics used by ASICS to take on the Goliaths in the athletic shoe business.  The YouTube video provides a first hand look at the methods used by the #brandmanager Shannon Scott.

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The Profile and Value of a Brand Enthusiast

The Profile and Value of a Brand Enthusiast | Integrated Brand Communications | Scoop.it

Brand loyalty tends to be correlated less with broad demographic segments—such as age or income—and more with product quality and relevant messaging, according to a recent report from StrongView.

The report was based on data from a survey of 2,200 online U.S. adults, 26% of whom were determined to be "brand enthusiasts"—defined as those who say they are likely to recommend preferred brands to friends and who make almost all relevant purchases from those brands now and in the future.

Brand enthusiasts are fairly evenly distributed among age groups and income levels, and they are also nearly evenly split by gender (47% female, 53% male), the analysis found.

Moreover, brand loyalty is not necessarily about price: Less than half (47%) say sales/discounts influence their brand purchases, compared with 80% who say they are influenced by product/service quality.


Russ Merz, Ph.D.'s insight:

Some very good points to remember about the nature of #brandloyalty and its #value. The trick is to determine how best to manage the brand's #customerexperiences so that the value can be realized.

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Does Your Company Story Have These 5 Essentials? - Marketing Technology Blog

Does Your Company Story Have These 5 Essentials? - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Does Your Company Story Have These 5 Essentials? by Douglas Karr on Marketing Technology Blog

 

Don’t have dramatic beginnings? Don’t worry. The trick is building an engaging narrative that pulls people through to the end. Five essential ingredients will get you there. Our storytelling map walks you through them and illustrates them in action with our story about New Resource Bank’s founding, vision and mission.

The five essential elements to a great company story are to provide your unique value proposition, inspire your audience, include your accomplishments, share your challenges, add your vision!


Russ Merz, Ph.D.'s insight:

Some very useful #copywriting guidelines for developing a #brandstory.

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A Smörgåsbord of Content Marketing Metrics

A Smörgåsbord of Content Marketing Metrics | Integrated Brand Communications | Scoop.it

What kind of content marketing metrics should you be measuring, to determine whether you have the right strategy in place? Which metrics are the best indicators of success?

Back in 2012 we published some research on attitudes to measuring content marketing. After surveying 1,300 marketers we found that unique visitors was the main metric used to determine whether content was successful, followed by views, and then time spent on site.

These are perfectly reasonable things to track, and they are meaningful to a point, but most businesses will only invest in things that affect profits and sales. With that in mind, views and visits might not be best thing to focus on.

So what are the best content marketing metrics to track? After all, there’s more to life than visitors and page impressions, right? 

Indeed there is. I thought I'd compile a bunch of the best metrics in a chart, split across four areas.

 
Russ Merz, Ph.D.'s insight:

Looking for some metrics you can use to measure your brand's #contentmarketing performance? Here is a menu of 40 measures--surely one of them will work.

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The Explosive Growth Of Influencer Marketing And What It Means For You

The Explosive Growth Of Influencer Marketing And What It Means For You | Integrated Brand Communications | Scoop.it

The voice of the customer has always been one of the most powerful concepts in marketing, and today’s social media platforms act as one giant megaphone for that voice.

 

In fact, social media has fundamentally changed the balance of power between customers and brands because it enables peer recommendations to play a much greater role in purchasing decisions. According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate. Given the importance of peer recommendations and their amplification through social media, influencer marketing has become a widely discussed topic among marketers. This is especially true given the prevalence of influencers in the growing “millennial” and “mom” demographics.

 

Influencer marketing can be loosely defined as a form of marketing that identifies and targets individuals with influence over potential buyers. In the past, brands may have focused on popular bloggers and celebrities but today there is a new wave of “everyday” consumers that can have just as large of an impact.

Russ Merz, Ph.D.'s insight:

This article discusses how the concept of #influencermarketing is evolving with greater attention given less to bloggers and celebrities and more emphasis being placed on consumers that have three characteristics--audience reach, brand expertise and credibility, and strength of relationship with followers. Implications for #brands are addressed.

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Karen Kerski's curator insight, September 19, 11:24 AM

Social media has changed the balance of marketing power as consumers have limitless sources of information. Impactful exposure for brands has become more difficult.

Jamie Snow's curator insight, October 1, 11:29 PM

This article discusses that influence media platforms have on marketing as a single voice. This is similar to integrated marketing communications as they support communication disciplines. Social media has enabled reachable and relevant information between peers. 

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Brands use CMS for engagement and brand building ahead of sales: report

Brands use CMS for engagement and brand building ahead of sales: report | Integrated Brand Communications | Scoop.it

Social media and content marketing are easy prey for those who believe that ROI can only be measured by a direct link between a customer interaction and a sale.

This obviously ignores the good work that content does in building a relationship with that customer, so that when they do eventually receive a sales email they’re primed and ready to make a purchase.

Thankfully a new survey conducted by Adobe and Econsultancy shows that marketers are broadly aware of the benefits of content marketing, which one might classify as soft metrics.

When asked which business goals content management should help with, 87% of marketers said ‘improving user and customer engagement’.

The second most-popular answer was ‘building the brand through positive experiences’ (80%), while ‘driving sales’ came third (60%).

The findings come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing which examines the challenges involved with Delivering Digital Experiences.

It is based on an online survey of 975 client-side and agency respondents carried out in July and August 2014.

Producing high quality content can certainly help build trust, provide context and therefore improve financial KPIs. 

 
Russ Merz, Ph.D.'s insight:

These research findings reported by eConsultancy should remind #brandmanagers that there is rarely or perhaps never a "direct" link between #contentmarketing and #ROI. The road to #ROI can take many paths and all of them need to be measured before #optimization of ROI can occur.

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Content Marketing Strategy: Are You Generating Content Variety?

Content Marketing Strategy: Are You Generating Content Variety? | Integrated Brand Communications | Scoop.it

Crafting valuable content is crucial with recent changes to the Google Search Algorithm — Penguin, Panda, Hummingbird, and Pigeon. A content marketing strategy revolves around several key elements. I crafted several helpful posts detailing how you can succeed across these elements, including the importance of consistency in creating content, how to optimize your content marketing, how to craft the perfect post, tips for creating content, and measuring the success of your content marketing. But, are you getting the most from your content marketing strategy by crafting a variety of content?

Russ Merz, Ph.D.'s insight:

A great content marketing planning matrix by Angela Hausman that classifies the type of content by desired response. The article goes into some detail in providing a rationale behind the matrix with an explanation of three reasons why variety is important for a successful content marketing program. Definitely a keeper. 

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2015 B2B Content Marketing Benchmarks, Budgets and Trends | Marketing Technology Blog

2015 B2B Content Marketing Benchmarks, Budgets and Trends | Marketing Technology Blog | Integrated Brand Communications | Scoop.it

The folks at Brightcove already did a great infographic on Content Marketing. Now they’ve joined forces with the folks at Content Marketing Institute and MarketingProfs to provide this insight into B2B Content Marketing Benchmarks, Budgets and Trends.

This research is incredibly important so that savvy marketers can benchmark their content marketing strategy, processes, and budgets against their peer group. Joe Pulizzi, founder of the Content Marketing Institute and author of Epic Content Marketing.

Other key findings from the report:

70% of B2B marketers are creating more content than they did one year ago, even those who say they are least effective (58% of them say they are creating more content) and those without any type of strategy (56% of them say so).Measurement is a key area where B2B marketers are struggling: Only 21% say they are successful at tracking ROI; however, having a documented strategy helps (35% of those with a strategy say they are successful).
Once again, infographics was the tactic that had the greatest increase in usage (from 51% last year to 62% this year).94% of B2B marketers use LinkedIn to distribute content, making it the social media platform used most often (they also say it’s the most effective social media platform).58% of B2B marketers use search engine marketing, making it the paid method used most often to promote/distribute content (they also say it’s the most effective paid method).More B2B marketers say they are challenged with finding trained content marketing professionals this year (32%) than last year (10%).


Russ Merz, Ph.D.'s insight:

A very detailed compilation of #benchmarks and #stats on the state of #contentmarketing among B2B brand marketers.

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How Proximity Marketing Is Driving Retail Sales

How Proximity Marketing Is Driving Retail Sales | Integrated Brand Communications | Scoop.it

Although the Four P’s have gone through various iterations over the years, another “P” - “Proximity” - is most relevant to investors today, as it represents the final connection between companies and consumers.

 

The idea of Proximity, the physical location of a product with respect to the consumer, involves a new dimension previously untapped given the limits of technology until recent years. Sometimes called hyperlocal marketing, Proximity Marketing uses cellular technology to send marketing messages to mobile-device users who are in close vicinity to a business.

 

Via a Wi-Fi or Bluetooth signal, proximity marketers can send content similar to a mobile application program (app) that appears automatically on the mobile devices of consumers. While the audience is limited to those in the proximity of the business and those using its wireless signal, the message is very user-friendly and reaches those most likely to buy.

Russ Merz, Ph.D.'s insight:

This article offers some good reasons why the use of proximity based marketing is gaining traction among retailers. 

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Brad Rebello's curator insight, October 9, 2:20 PM

     A new thing I learned is something called proximity marketing. There are four P's in the marketing business and they are product, price, promotion, and placement. With the addition of proximity, it provides the most attention and is the most worthy. This technology allows companies to let consumers know of their deals and receive ads via Bluetooth. The company enables your location in relation to their store and sends out advertisements right to your phone. This is a quick and very strategic way of getting out information. The messages is automatically sent to those in the vicinity of the business and connects to consumers that are most likely interested and will buy the product. Some stores like Macy's and Apple have already created a messaging system and have seen success.  The messaging system sends out deals, discounts, recommendations, and rewards to customers who decide to receive these messages.

          Something I found interesting is that 53% of consumers are willing to share their current location to receive relevant advertising. This is a very high percentage and goes to show that people will do anything in order to get a deal. Also, 63% of consumers feel a coupon is the most valuable form of mobile marketing. Coupons are easily accessible and easy to use. When people go shopping this is what they look for because with the way the economy is today it is hard to get ahold of cash to buy your necessities.  Another thing I found interesting is that these can be placed at casinos. This allows casino staff to update their customers on their membership offers, a reminder to join and be a member, and alert them with specialty drinks. This is a good location to put something like this here because people are coming in at every hour of the day.

           I chose this article because this is a neat way of spreading information and ads to consumers. In today's world, competition is very high between companies and it's a battle on who can advertise better.  This approach had caught my eye from the fact that messages are sent to your phone when you're close to a store. Another reason is that this gives a great advantage over other companies who don't send out messages via text.  This would help me in the sport management industry in a big way. This technique is shown to be very effective and will attract a lot of customers. These customers share this information with others, therefore the word get out quickly. This would also help me because marketing is a huge deal within a company. No one will know about our products unless there is some kind of advertisement.

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Will Measuring Mobile Ad ROI Ever Get Easier? - eMarketer

Will Measuring Mobile Ad ROI Ever Get Easier? - eMarketer | Integrated Brand Communications | Scoop.it

Nearly all marketers increased their mobile ad budget in 2014—93% worldwide, according to a June 2014 study by Forrester Research for Acxiom and 4INFO. But more spending means more measurement to prove that increased investments are worth it, and the research found that marketers hadn’t quite mastered this part yet.

 

As marketers up spending on mobile ads, they also need to measure the results. According to recent research, less than one-fifth of digital marketers are very confident in their ability to measure mobile ad return on investment, while 62% are somewhat confident. Marketers are also aiming to track the cross-channel consumer. Just 8% are able to connect mobile ad viewers across online and offline channels, while 43% can do so with limitations.

Russ Merz, Ph.D.'s insight:

Interesting #stats on the state of the art in mobile ad tracking and the measurement of #ROI. Cross-channel tracking and measure is a large hurdle.

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Why We're More Likely To Remember Content With Images And Video (Infographic)

Why We're More Likely To Remember Content With Images And Video (Infographic) | Integrated Brand Communications | Scoop.it

Without a visual component, your message might not be getting heard.

 

If you want someone to remember your message--in a presentation, an article, or a report--tell them a story.

 

Our brains are far more engaged by storytelling than a list of facts--it’s easier for us to remember stories because our brains make little distinction between an experience we are reading about and one that is actually happening. And while we've covered the importance of storytelling before, there is another element that can drive your point home even more--images. That's because visuals add a component to storytelling that text cannot: speed.

According to researched complied by 3M, the corporation behind Post-it Notes, visuals are processed 60,000 times faster than text, which means you can paint a picture for your audience much faster with an actual picture. It's no surprise then that HubSpot's social-media scientist Dan Zarrella foundtweets with images are 94% more likely to be retweeted than tweets without.

According to this infographic compiled by design agency Ethos3, adding images to your tweets isn't the only way to get in on the visual action. Here are three visual tools you can use to connect with your audience even faster:

Russ Merz, Ph.D.'s insight:

A nice review of some of the basics behind the effectiveness of #visual communication.

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Starbucks Launches First Brand Campaign, 'Meet Me At Starbucks'

Starbucks Launches First Brand Campaign, 'Meet Me At Starbucks' | Integrated Brand Communications | Scoop.it

Starbucks is launching its first brand campaign, and it's doing it ambitiously.

For the global campaign, called "Meet me at Starbucks," the coffee giant isn't focusing on products like it normally does in its ads. Rather, it's focusing on the brand by chronicling a day in the life of Starbucks through a mini-documentary, shot in 59 different stores in 28 countries, using 39 local filmmakers, 10 local photographers and one director coordinating it all at 72andSunny, the agency responsible for the work. Each part of the ambitious project was shot in the same 24-hour period, producing 220 hours of footage, and features various subjects -- from a hearing-impaired group meeting, to a group of women discussing scrapbooking, to elderly couples to teenage friends -- going about their business at Starbucks.

Starbucks spokeswoman Linda Mills said the campaign stems from the idea that there are so many easy ways to be connected thanks to technology, but "we're not really connected unless we're face to face." Three spots that launched recently, created by Omnicom's BBDO, were the precursor to 72andSunny's work and help illustrate that point., she said.

The work that 72andSunny did originates from Starbucks' monitoring its customers on social media. Ms. Mills said that the company noticed multiple videos on YouTube of Starbucks fans and found "there were stories that were taking place inside out stores." She said the original intention was to create a film based on those videos, but the idea grew, so the company enlisted 72andSunny to take on the bigger project.

Cities the project was filmed in include New York, Rio de Janeiro, Bogota, Singapore, Beijing, Mumbai, Toronto, Paris and Berlin.

"Every day around the world, millions of people gather at Starbucks, but it's never been just about the coffee," says the text at the beginning of the documentary. It goes on to show various people around the world and what they do when they go to Starbucks.

Russ Merz, Ph.D.'s insight:

The first Starbucks branding campaign hits the media in a big way. 

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William Weise's curator insight, September 29, 5:46 PM

I think Starbucks’ Meet Me at Starbucks Campaign is genius. I always felt like Starbucks was a company that was caught up in its own pretentiousness, but this campaign puts emphasis on the connection that people make in their stores rather than on the coffee that they are drinking. I think it’s a really awesome idea to show the different groups of people that meet everyday around the world at different Starbucks locations from something as light-hearted as a scrapbooking club or a hearing-impaired group. This puts into light that Starbucks is not just for the pretentious young professional, but is a place where people of all types can meet up and truly connect. I commend this article for bringing up the point that there are so many ways to truly connect through technology, but people are not truly connected unless they are face-to-face. It’s not just a push for people to meet at Starbucks per say, but a push for people to truly meet up and truly connect.

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Why Visual Content Marketing Delivers Results [Infographic] | SEJ

Why Visual Content Marketing Delivers Results [Infographic] | SEJ | Integrated Brand Communications | Scoop.it

Consumers respond better to visual marketing, and this is one reason infographics became an instant home run when they burst onto the scene several years ago.

While they continue to be a very effective form of online marketing, everyone and their brother were churning out infographics a couple of years ago. It now requires a hot topic, interesting stats, and an eye appealing design to achieve the outstanding results they once produced.

This infographic was created to highlight some of the reasons why visual marketing works so well. Isn’t the goal to have your audience actually absorb your message, rather than just skimming through paragraphs of text and only retaining a small percentage of the information?

Infographics draw attention, generate a ton of social love, attract links, and push traffic to your website. Sounds like a winning result, right?

Russ Merz, Ph.D.'s insight:

A useful compilation of #stats about the power of #visualcontent communication in the form of #infographics to influence consumer behaviors.

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Ben Alexander Hopkins's curator insight, September 29, 5:42 PM

COMMUNICATION 1:

This article effectively uses visuals as means of conveying exactly how it is they are able to have a more significant impact on the way we take information in. This is important for marketers to consider when looking at how best to communicate brand values and messages, as the power of this method is significant. 

yveline jacob's curator insight, September 30, 4:59 AM

A lire le pouvoir des infographies,

 

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Finally, an interactive cereal box –

Finally, an interactive cereal box – | Integrated Brand Communications | Scoop.it

Kix has a new box, and it does a whole lot more than hold cereal.

Original Kix, Berry Berry Kix and Honey Kix now come in packaging with pieces that pop out and assemble into different animals or objects. Families can then go online at Kix Adventures and use their cardboard creations to tell stories.

 

The new Kix boxes are available only at Target stores.

“We are excited to introduce a new look and a fun way to bring parents and kids together,” says Lauren Pradhan, Kix marketing manager. “To kick off the new Kix Adventures, a variety of authors have written original stories, including actress Soleil Moon Frye. Her adorable stories bring the box characters to life and will inspire young readers to use their imaginations.”

Russ Merz, Ph.D.'s insight:

General Mills sets out to build #brand #engagement with children and families in a new way--the interactive cereal box. What do you think...a good idea?

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The Anatomy of a Perfect Event [Infographic]

The Anatomy of a Perfect Event [Infographic] | Integrated Brand Communications | Scoop.it

Want to put on an event that keeps attendees engaged from start to finish? The steps outlined in the following infographic can help you make your event a success.

 

"To have a successful event, you need two things: goals and objectives," suggests Formstack in its infographic. "Once you have a plan, it's time to get people excited about the event."

Garner enthusiasm for your event by sending email teasers and confirmation emails with important information about the event.

During the event, you can keep attendees engaged by using live streams, check-in apps, online forms, and social media.

Get more details about creating the perfect event by checking out the infographic:


Russ Merz, Ph.D.'s insight:

Some very good guidelines for pulling a #marketing #event together. Keep for reference.

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The Pros and Cons of Social Media Marketing - Marketing Technology Blog

The Pros and Cons of Social Media Marketing - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

The premise of the infographic is good and bad, but I don’t know that it quite hit the nail on the head. The pros (good) are all very valid statistics supporting social media marketing efforts, but the cons speaks to gaps in understanding, strategy and analysis more than marketing with the medium. Let’s take them one at a time.

50% of C-Suite aren’t convinced of social media’s value. This could be a number of issues. The staff may not be accurately measuring the impact and providing the appropriate reports to their C-Suite. They also may not be recognizing the long-term impact of communicating effectively with your social audience and the benefits that are more difficult to measure.Social media only accounts for 1.14% of all e-commerce traffic. I’m calling bogus on this for a number of reasons. First and foremost, most people are utilizing applications to interact with social media. This isn’t a small number… up to 90% of your social media referrals may not be measured within analytics because they’re coming to a direct link from an app. Not to mention the influence and discovery that social media offers. The conversion may not happen from a direct interaction – but everyone knows that Word of Mouth has an enormous impact on the products and services we purchase – and social is WOM.85% of companies do not connect social activity to business outcomes. As with #1, this isn’t something bad about social media marketing, this is an internal corporate issue. The ability to communicate effectively, engage, nurture, upsell, collect feedback and provide a personal touch with your customers is so efficient with social media. If companies aren’t leveraging it, that’s their fault… not the fault of social.Email still outperforms social media in terms of conversions 40 to 1. No doubt… but if you have someone’s email address, that means that you already have a relationship with them! Social provides the opportunity to build a relationship enough to gather the email address! We share these posts on the Marketing Technology blog on social where they are shared… then people come to our site and sign up for email! You can’t compare apples and oranges like this.Social media programs are CMOs’ 6th-ranking concerns (58 percent). Their first is improving processes and going mobile. I’m not going to criticize this stat… social media being a top 6 issue shows you the weight it has above other strategies. One note on this, though… Social is Mobile… why do you think you’re getting your site mobile optimized? Search? Yes… but social is critical as well.

This new OutMarket infographic explores the notion that social media is a must-have for brands today, but the reality about why CMOs question it and what its true strengths and weaknesses are. What’s the good and the bad of social media marketing? Take a look at the good and pat yourself on the back for making it relevant within your organization. Then, take a look at the bad and follow our three tips to make sure you’re demonstrating social’s value and tying it to results.

 



Russ Merz, Ph.D.'s insight:

A useful #infographic from which 5 managerial guidelines are extracted by Douglas Karr. A good read!

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Jamie Snow's curator insight, September 25, 8:39 PM

Looking at the strengths and weaknesses of social media and if it has to be implemented as a must have for brands. I believe in the need for a social interaction with a brand but whether this is a must have may not be true. Reviews are more trustworthy with word of mouth and personalisation showing why email performs better so therefore a presence should be a central input but a personal connection is vital in creating the loyalty or purchase behaviour then necessarily cluttering social media. Social media is more for awareness.

RITU DANGOL's curator insight, September 29, 2:30 PM

Social Media marketing is a fantastic device for the company.  There are a great many advantages that can be utilized such as rapid viral exposure for products, increased search engine rankings and above all qualified leads and sales. 

Social-media marketing is an admirable way for businesses to expand their marketing to the public at a much lower cost than traditional marketing. 

However, social media can be a powerful marketing tool, it's not completely risk-free. Fans and followers are free to post their comments on these platforms, exposing your business to the chances of negative publicity for business. Where,  a quick response can help minimize the damage from these comments, but it can't erase the criticism from your business's page or feed.

 

 

Nilam's curator insight, September 29, 8:46 PM

A good read on the benefits and cons of using social media to market your brand/products etc. Its also interesting to note that a traditional form of online media i.e. email still out performs social media as preference for users to communicate. A valuable point gained from this article is how it explained social media must be integrated on a companies and or businesses website to attract audiences to engage/connect more with the brand. 

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Majority of Marketers Say 'More' to Brand Awareness Efforts - eMarketer

Majority of Marketers Say 'More' to Brand Awareness Efforts - eMarketer | Integrated Brand Communications | Scoop.it

An outright majority of marketing professionals worldwide plan to increase their spending on brand awareness in the next 12 months, according to research conducted for eMarketer in August 2014 by InsightExpress—compared with just over four in 10 who said they would be spending more on demand generation. 

 

Nearly 56% of eMarketer Daily Newsletter readers and visitors to eMarketer.com said they would be spending more on branding-related activities over the next year, while another 27.0% would maintain current spending levels. Brand awareness was a higher priority for eMarketer’s audience than demand gen, global business expansion efforts, or spending on events—none of which attracted a majority to increase spending.

Russ Merz, Ph.D.'s insight:

The latest survey by eMarketer confirms--#brandawareness is important to marketing professional and will be getting more investment in the future.

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