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How to create a brand identity: 10 expert tips | Branding | Creative Bloq

How to create a brand identity: 10 expert tips | Branding | Creative Bloq | Integrated Brand Communications | Scoop.it

It's not as hard as you think! We explain how to create a new brand from scratch, in 10 easy steps.

 

When a client approaches you to create a new brand identity for their product, service or event, things can seem a little bit daunting. But don't worry - all you need to do is apply all the skills you've built up in your design career in a slightly different way. To help you along, here are some expert tips on developing the perfect brand identity that will make both you and your client happy.

Who knows, come next year it might be your brand on the corner of every street...

Russ Merz, Ph.D.'s insight:

Ten very useful guidelines for how to #create a #brand identity. Keep for future reference.

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Suzen Pettit's curator insight, November 8, 2013 11:03 AM

Excellent reference for any startup business, this article not only includes how to create designs for your company, but the significance of how design attracts consumers.

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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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10 Practical Tips For Using Geo-Location To Reach Your Target Audience

10 Practical Tips For Using Geo-Location To Reach Your Target Audience | Integrated Brand Communications | Scoop.it
Geography plays an important part in creating customized and targeted marketing campaigns, and columnist Wesley Young lays out ways in which local search marketers can use geolocation to their advantage.
Russ Merz, Ph.D.'s insight:

Is your brand using #geolocation to effectively reach the target audience? If not, here are 10 tips that may help.

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Content That Fits Your Marketing Strategy to a Tea Infographic

Content That Fits Your Marketing Strategy to a Tea Infographic | Integrated Brand Communications | Scoop.it

Marketers are heating up engagement by steeping customers in an abundance of valuable content.

In the past few years brands have really started to pour on the content. And many are brewing up great results. According to Ascend2's “Content Marketing Trends Survey Summary Report,” 63% of professionals (including marketing, sales, and business employees) consider their content marketing somewhat successful at achieving important objectives. What's more, 26% consider their efforts very successful.

When it comes to content marketing objectives, professionals have a wide assortment. Enhancing customer engagement (52%), lead generation (52%), and brand awareness (44%) are respondents' prime objectives; these are followed by bettering sales revenue (38%), lead nurturing (32%), Web traffic (28%), customer retention (26%), and SEO rankings (19%). And, some organizations are upping their content marketing budgets to keep their results piping hot. According to the report, nearly half of respondents (48%) say their content marketing budgets are increasing. But content marketing dollars aren't spilling over for everyone; 44% of respondents say that their budgets are staying the same and 8% claim that their dollars are decreasing.

 
Russ Merz, Ph.D.'s insight:

Is your brand using #contentmarketing to build #customerengagement in the best way possible? Here are some guidelines that may increase your effectiveness.

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ROI from video, mobile & content marketing is hardest to measure: report

ROI from video, mobile & content marketing is hardest to measure: report | Integrated Brand Communications | Scoop.it

Digital marketing is supposed to be entirely measurable, but we all know that in reality that’s not the case.

The proliferation of digital touchpoints has made the path to purchase incredibly complex, which means marketing attribution and measuring ROI has also become more difficult.

A new report from Econsultancy and Oracle Marketing Cloud investigates marketers' ability to measure ROI from a range of digital channels.

Results from the Marketing Budgets 2015 survey show that paid search and email marketing have maintained their status among the top three digital channels for ability to measure success.

Just over half of respondents (52%) rated their ability to measure ROI from PPC as ‘good’, while another 35% rated it as ‘okay’.

For acquisition-focused email marketing those percentages were 44% and 41% respectively.

Russ Merz, Ph.D.'s insight:

Do you think it is easy to measure #ROI in #digitalmarketing? This report sheds some light on the difficulties and barriers encountered.

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Why Brands Need Their Own Community

Why Brands Need Their Own Community | Integrated Brand Communications | Scoop.it

Why would a brand need to consider building and managing their own community forum? Many brands feel like a decent presence on various social media channels would define community. Sure, brands must participate in social media but have the repercussions of doing so only on a third party social platform been considered?

Let’s start with Facebook. Off the cuff there are two major issues for brands on Facebook. First, on average each post you make on Facebook appears in less than 10% of your fans newsfeeds. Why? Because Facebook revenue is generated when users pay to promote important messages. So naturally Facebook is going to control the reach of the messages and solicit you to pay and promote them.

Secondly, customer service issues on Facebook are not searchable. For example, a customer may reach out to a brand through a Facebook comment or post. The brand may do the right thing and answer the customer’s question or help solve an issue. The question becomes how many other people are experiencing the same issue and do not see the prior resolution posted? This is a major disadvantage to customer service on social platforms. As the brand continues to post all prior messages get pushed further and further down the page until it becomes nearly impossible to reference them.

Russ Merz, Ph.D.'s insight:

Should your brand develop its own fan community? Here are some reasons why you might want to consider it. 

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Why do people unfollow brands on Social Media? [Infographic] - Smart Insights Digital Marketing Advice

Why do people unfollow brands on Social Media? [Infographic] - Smart Insights Digital Marketing Advice | Integrated Brand Communications | Scoop.it

Do you know why you are disengaging your social media fans?

 

Social media channels give Marketers the opportunities for reach, to build a community and quality followers; Followers on Twitter, Fans on Facebook or connections on LinkedIn. This is part or our online PR strategy - though how many strategies include monitoring followers who leave?

Fractl and Buzzstream surveyed 900 social media users to find out these answers and the reasons for losing followers.

So what is motivating Social Media users to stop connecting?

The survey found that 21% unfollowed as a result of boring content, due to an overload of posts on Facebook or cluttering feeds. Less can be more...So do consider your maximum frequency by comparing it to others in your sector or run a test where you reduce frequency.

Russ Merz, Ph.D.'s insight:

Is your brand losing fans on its social media sites? Here are some reasons why?

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Patrick Findlay's curator insight, March 18, 10:21 AM

Basic rule => Stop being boring and start engaging with your audiences!

Nomad Communications's curator insight, March 19, 9:02 AM

Social Media: Is more better? When to post? What to Post? How much is too much? Where's the ROI? Are you suffering from information overload?

Digital Strategies's curator insight, March 19, 6:16 PM

http://digitalstrategies.co.uk

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what great brands do - infographic - Denise Lee Yohn

what great brands do - infographic - Denise Lee Yohn | Integrated Brand Communications | Scoop.it
Visual summary of the brand-building principles in Denise Lee Yohn's book, What Great Brands Do. Infographic.
Russ Merz, Ph.D.'s insight:

Looking for a good reference of brand building principles? Denise Lee Yohn's book is a valuable resource.

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How Social Media Listening Can Improve Your Content Marketing

How Social Media Listening Can Improve Your Content Marketing | Integrated Brand Communications | Scoop.it

When producing content, your number one goal should be to add value for your community. That value might be sharing tactics to accomplish their goals, or lessons on how to make the best use of your product. Or it could be introducing them to tools that will make their lives easier, or even to the best restaurants in their city. No matter what your topic (aka value) is, your content is driven by your community.

Listening to your community is an obvious first step to unlocking the power of your content marketing, but it’s one that goes tremendously overlooked. Here’s how you can lay the foundation of a strong and sustainable content strategy by using social media listening to hear what your community is saying.

Russ Merz, Ph.D.'s insight:

Do you know how social listening can improve your marketing content? Here are 5 ways it can help.

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Eric Webb | Marketing Executives Network Group's curator insight, March 17, 8:10 AM

I really like this post about listening and then using that information to create new content. Well worth the read.

Dean Renfro's curator insight, March 17, 1:35 PM

Content marketing from scratch can be hard work. Having sources to listen in on is crucial. Social Media listening gives you ideas, trends, even style that helps  your content communicate.

Hyunghwan Shin's curator insight, March 17, 10:44 PM

SNS

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Infographic: Why Content Marketing Works

Infographic: Why Content Marketing Works | Integrated Brand Communications | Scoop.it
Incredible content has the power to break through the clutter of your consumers' lives and provide that moment in the spotlight all of us desire. Nevertheless, the type of content and the timing at which you share that content can have a resounding effect.
Russ Merz, Ph.D.'s insight:

Six tips for developing #contentmarketing that works.

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It's Time Get Serious About Managing The Quality and Distribution Of Your Marketing Content

It's Time Get Serious About Managing The Quality and Distribution Of Your Marketing Content | Integrated Brand Communications | Scoop.it

Marketing content has become the fuel for modern marketing systems. The quality of marketing content impacts the ability of marketers to drive top line growth with digital, social, native advertising, and mobile channels. And salespeople need insightful content to help open doors, start meaningful conversations, and sell value. These facts have led to bigger content marketing budgets, more writers creating content assets, and a proliferation of agencies specializing in content.

Russ Merz, Ph.D.'s insight:

Are you effectively using thought leadership assets to upgrade your #marketingcontent quality? Here are some guidelines for how to use them to accomplish marketing goals.

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Which Digital Marketing Tactic Has the Biggest Revenue Impact?

Which Digital Marketing Tactic Has the Biggest Revenue Impact? | Integrated Brand Communications | Scoop.it
One-third of marketers say they do not know which digital marketing tactic has the biggest positive impact on revenue, according to a recent report from Webmarketing123.
Russ Merz, Ph.D.'s insight:

Do you know which #digitalmarketing tactic has the biggest impact on revenues? This research report will enlighten you.

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Visualising Culture using Semiotics

Visualising Culture using Semiotics | Integrated Brand Communications | Scoop.it

We talk a lot about icebergs when we are attempting to visualise culture and understand its seemingly hidden dynamics. But the way we use icebergs to illustrate culture is not indicative of culture at all. In fact, it’s not even indicative of icebergs.

 

Culture is a manifestation of a human system of signs. It is not immutable. It is not permanent. Neither are icebergs. Picture this reality: 40,000 icebergs of various sizes and shapes breaking off each year, traveling erratically with the wind and melting. Icebergs form a system of movement patterns. So does culture. Looking at one iceberg to explain the dynamics of culture is an unfortunate simplification.

 

At scenarioDNA, we map semiotic data. By semiotic data, we mean the signs and symbols put out into the world, knowingly or not, by human beings. The human-ness of visualising data lies in the randomness of the data and the patterns it creates or avoids. Our purpose in mapping that data is to see the systems that are evolving and help expose tensions that might be otherwise pale.

 
Russ Merz, Ph.D.'s insight:

A fascinating article about a new way to visualize culture using semiotic data maps. Definitely a must read. Thanks to Martina Olbertová for sharing this source.

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Survey Of 500+ Publishers Reveals How They Want To Be Pitched

Survey Of 500+ Publishers Reveals How They Want To Be Pitched | Integrated Brand Communications | Scoop.it
Kelsey Libert surveyed over 500 digital publishers to discover what you can do to improve your content placement pitches.
Russ Merz, Ph.D.'s insight:

Do you know what will help get your press release published? These research finding can help.

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Announcing the 2015 Brandcameo Product Placement Awards

Announcing the 2015 Brandcameo Product Placement Awards | Integrated Brand Communications | Scoop.it

Welcome to brandchannel's annual Brandcameo Product Placement Awards.

 

For more than a decade—15 years, to be exact—we've been tracking product placement and brand appearances in every film that finished #1 at the US box office.

 

Each year on the eve of the Academy Awards we release our own nod to the year in motion pictures. Only instead of honoring the human talent in cinema, we honor the brands and products that make silent contributions (well, not always silent) and often help fund the making of those movies.

 

So once again, we bring you the winners for the good, the bad, the ugly (and sometimes even touching) product placements on the big screen in the past year. Without further ado, here are our awards covering the #1 films last year:

Russ Merz, Ph.D.'s insight:

Product placements can play an important role in developing secondary brand associations for building #brandequity. Here are the 2015 Brand Cameo Award winners for the best product placements by a brand. Agree or Disagree? Sure to be controversial.

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Marketers Are on the Prowl for Better Customer Experiences Infographic

Marketers Are on the Prowl for Better Customer Experiences Infographic | Integrated Brand Communications | Scoop.it

Extracting data insights comprise the lion's share of the challenges marketers face trying to deliver those apex experiences.

When it comes to focus areas that eat up most of marketers' time and resources, customer experience reigns at the top of the food chain. According to the “Customer Experience Optimization Report” by Econsultancy and Ensighten, 96% of company marketers and agency respondents (including vendors and consultancies) consider customer experience optimization somewhat important or critical.

Marketers who take pride in their customers' experiences can leave a major (paw) print on their organizations. In fact, 94% of marketers and 79% of agency respondents say that higher engagement and conversion rates are among the many benefits of customer experience optimization. Better brand perception and loyalty (66%, 47%); renewal, cross-sell, and upsell (50%, 41%), and increased average order value (22%, 29%) are also benefits for marketers and agency professionals, respectively.

Russ Merz, Ph.D.'s insight:

How well can you extract insights from #data to build better #customerexperiences?  Here are some reasons why you should.

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Béatrice Grimonpont's curator insight, March 30, 7:46 AM

Comment tirer le meilleur parti des données pour construire de meilleures expériences clients ? Quelques pistes à explorer.

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The Changing Landscape for Social Media and Marketing [INFOGRAPHIC]

The Changing Landscape for Social Media and Marketing [INFOGRAPHIC] | Integrated Brand Communications | Scoop.it

The constant innovation and the ever-changing technology forced companies and businesses to rethink their strategies. The tactics or marketing campaigns that were deployed in 2014 or even in 2013 are no longer relevant for the targeted customer and for almost all of industries today. A new infographic published on Visual.ly goes into detail of how influencer marketing is becoming paramount and the king of content for 2015.

It used to be the case that whoever had the most followers and engagement was the go to source. Things have changed in respects to that traditional model and platforms like for example the visual discovery tool Pinterest. This new form of endorsement model apparently works with customers and those influencers that build trust are instrumental to these transaction successful between the brand and their clients. 

Retail or brand sites have the digital technology resources at their disposal to influence a purchase. Nevertheless, blogging is the third most effective influential resource for making overall purchases (31 percent). As you may have expected the other usual suspects used for attracting customers to purchase something are Facebook, YouTube, Google Plus, Pinterest, Twitter and Instagram.

Russ Merz, Ph.D.'s insight:

Is your brand management effectively using influencers as part of a #contentmarketing strategy? Perhaps these facts may give some reasons to consider it.

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Leo Aspden's curator insight, March 30, 11:46 AM

You can't afford to ignore Influencer Marketing as part of your marketing strategy 

Rosemary Burnett's curator insight, March 31, 12:44 AM

Thanks Anthony for the insightful look at the major trends in social media influencing consumers to buy and engage with companies online. RB

CIM Academy's curator insight, March 31, 4:37 AM

This infographic emphasises the importance of using influences to endorse your products or services.

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Content Marketer: 8 Metrics to Conquer Fear of Measurement

Content Marketer: 8 Metrics to Conquer Fear of Measurement | Integrated Brand Communications | Scoop.it
With so many metrics for content marketing and even more tools to measure them, how do you know what to do? This framework covers eight types of metrics. It’s broken down by channel, so you can get specific examples of each metric.
Russ Merz, Ph.D.'s insight:

Are you uncertain about how to measure your brand's content marketing program? Here are some 8 metrics you should consider.

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A business-oriented content measurement framework - iMediaConnection.com

A business-oriented content measurement framework - iMediaConnection.com | Integrated Brand Communications | Scoop.it

The foundation of content strategy is goals. Without knowing why content will be created and published -- to what end, for whom, where, and how -- content marketing is at best a spurious, ad hoc activity.

Yet when my colleague and partner-in-research Susan Etlinger and I sat down around a year ago to discuss the state of content measurement, we quickly realized growth in that sector is nowhere near commensurate with the overall growth of content marketing. This lead to research into what KPIs marketers should be working toward and measuring for in content, the subject of our latest research report titled Content Marketing Performance: A Framework to Measure Real Business Impact (free PDF download).

Content can indeed lift sales, but it can achieve so many more measurable, revenue-linked goals associated not only with marketing, but with other business areas, from product development to customer service.  Our research outlines some of these KPIs, but goes further in that it helps marketers determine not just what to measure, but how to measure it.

Russ Merz, Ph.D.'s insight:

A short but concise case by Rebecca Lieb that outlines the need for business goals and measurement methods for the effective management of brand content marketing programs. Includes a link to a recent report on the topic by Altimeter Group.

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CIM Academy's curator insight, March 23, 7:00 AM

When monitoring performance, having a framework in place is the first important step and this article highlights some key issues to consider.

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Can Premium Milk Be a Cash Cow For Coca-Cola?

Can Premium Milk Be a Cash Cow For Coca-Cola? | Integrated Brand Communications | Scoop.it

From craft beer to fancy sodas, high-end beverages are growing in popularity. But are drinkers ready to swallow the idea of premium milk?

A joint venture between Coca-Cola Co. and a dairy co-op is testing that proposition with a new ad national campaign expected to break today for Fairlife, an upscale milk brand that began a national rollout in early February.

 

The product uses a patented cold-filtered system that the brand says produces a milk that is lactose-free and contains 50% more protein, 30% more calcium and half the sugar of regular milk. It also costs about twice as much as regular milk, according to published reports.

Production and marketing is handled by Select Milk Producers, which calls itself the fifth-largest dairy cooperative in the U.S. Coca-Cola is overseeing distribution via its Minute Maid division.

 
Russ Merz, Ph.D.'s insight:

Is this Coca-Cola venture likely to gain traction in a declining market? Seems like a long shot.

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8 Ways of Putting Social Listening To Work For You

8 Ways of Putting Social Listening To Work For You | Integrated Brand Communications | Scoop.it

All the hours you spend focusing on brand positioning don’t matter if everyone else feels different about it. And all the media in the world can’t change brand perception if your product doesn’t deliver value or your customer service sucks.

 

Brands are built by having good products. They are built when they go above and beyond when solving customer problems. They are built by passionate customers that share an emotional connection and then tell others about their experiences.

 

But you’ll never know that these people even exist if you aren’t listening.

 

Social listening is still pretty new, despite the hundreds of blog posts about the topic. The short evolution over the last 5 – 7 years started with listening to brand sentiment and monitoring brand mentions using outdated technologies like Nielsen Buzz Metrics.

Russ Merz, Ph.D.'s insight:

Are you using social listening to enhance your brand communications program? Here are eight reasons you should.

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Amos J Cruz's curator insight, March 16, 8:50 PM

An interesting twist on social media learning where you need to think through the spread between auditory and visual engagement when developing a strategy around social media learning.  We often associate social media engagement as a visual thing, with Podcasts being the exception.

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Brand Storytelling 101: The Essential Elements | SEJ

Brand Storytelling 101: The Essential Elements | SEJ | Integrated Brand Communications | Scoop.it

Branding. It’s not a new term by a long shot, but what branding means today is very different from what it once meant. There once was a day when a brand was simply thought of as a “look”. By creating a logo, choosing a color scheme and maybe some basic designs for signage, brochures, or other materials, you too could have your own brand.

Today, however, a brand has evolved into something far more powerful than just a look. It is actually your identity and personality. Certainly a “look” is one component of an identity—just watch people walk down the street. You can identify the hipster, the fashion diva, the gym rat, simply by their “looks”.

 

But their crafted looks are only one part of their respective stories, just as your logo and company colors are only one part of your story.

Russ Merz, Ph.D.'s insight:

Every brand has a story, do you know the best way to tell yours? Here are five key Do's and Don'ts to keep in mind.

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How to Rock Your Marketing with Google Analytics Data

How to Rock Your Marketing with Google Analytics Data | Integrated Brand Communications | Scoop.it

Simply reviewing analytic reports is not enough and shouldn't be a "check the box" exercise.

 

Simply reviewing analytic reports is not enough and shouldn’t be a “check the box” exercise. You have to take the data from Google Analytics and make adjustments to your site to get more visitors and conversions.

 

So, how can you use Google Analytics to improve your marketing? Neil Patel created an infographic that will walk you through the steps you need to take.

Russ Merz, Ph.D.'s insight:

Step by Step guidelines for improving your website traffic and conversions by using Google Analytics. A useful compilation that all brand managers should post to their bulletin boards.

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David W. Deeds's curator insight, March 9, 10:28 AM

Check this out! 

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Top 10 Benefits of Digital Marketing for Small Business (Infographic)

Top 10 Benefits of Digital Marketing for Small Business (Infographic) | Integrated Brand Communications | Scoop.it

If you think Digital Marketing is not a big thing…. Think again!

Last year, AD spending on the Internet already overtook advertising on television and cable networks. Traditional advertising doesn’t have that much power anymore in a world where multi-channel digital marketing is increasing by as much as 137%, backed by an even awesome 500% increase in brands using multiple digital marketing channels.

What spurred this increase in the use of Digital Marketing? It’s the consumers themselves.

As much as 72% of consumers are already connecting with brands through their various digital marketing channels and activities according to reports from Mashable. But what’s strange though despite the fact that consumers and business owners alike are switching towards the digital route, many small businesses are still slow to pick on the trend.

Contrary to what many small business owners and entrepreneurs think, digital marketing is not as complicated as it seems. The effort would be well worth it as many businesses have already experienced and enjoyed. If all these will still be not enough to convince you to go digital – then these top 10 benefits surely will.

Russ Merz, Ph.D.'s insight:

How can your small business benefit from digital marketing? This article and infographic provides a concise summary of the key benefits that small businesses realize from implementing a #digitalmarketing strategy

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SOBAS's curator insight, March 6, 2:52 AM

Next generation digital marketing, people connections...

SOBAS's curator insight, March 6, 2:54 AM

Nexte generation of digital marketing, people are connected!!

Kim Harris's curator insight, March 7, 2:36 PM

Digital marketing is a skill that all small business owners and entrepreneurs should hone.  Although traditional marketing still has its place, digital marketing has definitely knocked it down a few pegs.

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Twitter, Google and More Are Dreaming Up Content for Themselves -- and Their Partners

Twitter, Google and More Are Dreaming Up Content for Themselves -- and Their Partners | Integrated Brand Communications | Scoop.it

Adland has long emulated Silicon Valley's winning traits -- from its startup mentality to its ability to pivot when an idea fails or needs tweaking. Now tech giants are turning the tables on Madison Avenue. As more creatives take their skills over to the client side, companies such as Google, Facebook and Pinterest are leaning on expert in-house content capabilities. Some produce their own promotional work, others provide creative branding solutions and a few are diving into campaigns and refining what traditional shops are doing.

Search giant Google was among the first to begin draining the agency talent pool. During the 2010 Super Bowl, "Parisian Love," a sweet spot that told a romantic tale entirely through words typed into a search bar, premiered. Many were surprised to see Google advertising at all, others were impressed it had used such a big stage. The ad community sensed a shift when it learned the company had created the ad internally.

Russ Merz, Ph.D.'s insight:

Can social media and search giants do a better job developing digital content than agencies? It seems that a creative business war may be brewing, but will brands prosper?

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Marketing Budgets 2015: digital investment continues to grow [infographic]

Marketing Budgets 2015: digital investment continues to grow [infographic] | Integrated Brand Communications | Scoop.it

77% of companies plan to increase their digital marketing budgets, the highest rate since our Marketing Budgets survey began, and up from 71% last year.

This stat is taken from our Marketing Budgets 2015 Report, published in association with Oracle Marketing Cloud. 

The survey, featuring responses from almost 600 companies, acts as a guide for the general health of the marketing industry, looking at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing. 

Although much more in-depth analysis can be found by clicking the above link to download the full 64 page report, we’ve also created the following infographic, revealing some of the key highlights.

Russ Merz, Ph.D.'s insight:

How do your digital marketing investment plans compare to other marketing execs for 2015? Here are some norms you might want to use.

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Five Ways to Create Content That Reigns [Infographic]

Five Ways to Create Content That Reigns [Infographic] | Integrated Brand Communications | Scoop.it

How can marketers better create content that achieves optimal results? Here are five suggestions from a Captora infographic.

Drive pipeline growth with data: "Research-driven campaigns get results and set your marketing efforts apart from the Internet noise," states Captora.

Some two-thirds of marketers say data drives their digital marketing, and 71% say it enables the delivery of more relevant messaging to more finely segmented audience, according to data cited by Captora.

Another suggestion for creating content that rules: play on those heartstrings. Consumers' emotions often determine their brand choices.

The "most viral" emotions are amusement, interest, surprise, happiness, delight, pleasure, affection, and excitement.



Russ Merz, Ph.D.'s insight:

Do you know how to create brand content that will break through the competitive clutter? Here are 5 tips that might help.

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