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Brand utility apps: how brands can leverage technology to create true brand affinity

Brand utility apps: how brands can leverage technology to create true brand affinity | Integrated Brand Communications | Scoop.it

In the hyper clutter space of advertisement what differentiates a good ad is interaction. The important thing is that once a brand has been able to catch people’s attention through an ad, they just can’t afford to waste the opportunity.

 

This is where digital marketing ads a lot of value. The medium lends well to triggering engagements and can be used to ‘help’ or ‘entertain’ a person. Unfortunately, a lot of digital marketing spends are still about ‘interrupting’ the person as opposed to adding value.

 

Welcome to the world of brand utility, where brands look to provide a useful service or give people something they actually need — without demanding an immediate return. Now with the massive adoption of smartphones and social networks and a range of startups and app developers, it has never been easier to leverage digital apps that provide a clear value to people and in return create a long lasting affinity for the brand.

 

In this article we will briefly look at four ‘brand utility’ examples where brands chose to market themselves by providing a utility value to people.

Russ Merz, Ph.D.'s insight:

This article describes the emergence of brand utility apps for mobile devices. These are brand based apps the perform specific functions for users--such as Starbucks alarm clock. But they also build a strong dependence on the brand. Very interesting development; are we likely to see more of these?

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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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Human-to-Human Marketing: A Trend for 2015 and Beyond

Human-to-Human Marketing: A Trend for 2015 and Beyond | Integrated Brand Communications | Scoop.it
Welcome to the Human Era

We live in a remarkable, revolutionary time where humans are more connected to technology than ever before. With technology comes the constant influx of information thrown at consumers from every which way on a daily basis. Out of necessity, we’re all learning to be selective.

This has, in turn, forced businesses to reevaluate their approach to marketing. Because, let’s face it: it doesn’t matter how many marketing dollars you spend, if your brand isn’t resonating with your audience, it’s money wasted. 

With humans so attached to their technological counterparts, businesses must find ways to reconnect with consumers on each device and each social platform they use, but in a way that enables those consumers to actually feel connected to the business on a more human level than was previously ever required. 

Russ Merz, Ph.D.'s insight:

Ten great guidelines for developing a #humanized #brand. Definitely worth a read.

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Why Coupons Rule as Marketing Tools [Infographic]

Why Coupons Rule as Marketing Tools [Infographic] | Integrated Brand Communications | Scoop.it

One of the hardest tasks for a marketer is to have the subject line of your email heard (i.e., read) over all the noise of an inbox, which is why email campaign managers turn to the always-effective coupon.

Killer Infographics found that in 2013 there was a 50% year-over-year increase in campaigns mentioning coupons in emails. Coupons were also the No. 1 mobile email campaign trend

Moreover, strong evidence shows that coupons are much more effective than promotional mailings: Coupons have a 34% higher unique click rate and a 48% higher revenue per email rate.

Offering coupons is all about giving customers what they want—deals. Nearly three-fourths of brand loyalists and over 50% of the general population seek out special offers.

 

When a consumer finds that perfect deal, oxytocin and happiness levels increase in his or her brain. Good email marketing is all about finding a way to flip that happy switch in consumers' minds.


Check out the infographic to find out more about how using coupons in email campaigns will increase the ROI of the campaign:

 



Read more: http://www.marketingprofs.com/chirp/2014/26709/why-coupons-rule-as-marketing-tools-infographic#ixzz3M7Vj35qc

Russ Merz, Ph.D.'s insight:

Looking for some reasons to use coupons in your #email #marketing toolbox, here are some good ones.

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Social Media Ad Spending – Statistics and Trends [Infographic]

Social Media Ad Spending – Statistics and Trends [Infographic] | Integrated Brand Communications | Scoop.it

Did you know that the U.S. social media advertising revenue is estimated to increase by more than 194%, to reach $15 billion in 2018? This increase is from $5.1 billion last year, which translates to a 24.0% annual growth rate. This means that U.S. social mobile Ad revenues are estimated to grow from $1.5 billion in 2013 to $7.6 billion in 2018, a marked 38.3% growth rate. Check out our infographic on “Social Network Ad Spending – Statistics and Trends” for information on the global Ad spend per region on social networks and many more interesting statistics.

Russ Merz, Ph.D.'s insight:

A useful summary of key #socialmedia ad spending stats and trends. Very good reference value to keep.

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A Manifesto for Building Relationships in the Digital Era by Brian So…

In partnership with Vocus and Cision, Brian Solis and @gapingvoid released their new e-book, “What If PR Stood for People and Relationships?."
Russ Merz, Ph.D.'s insight:

This ebook by Brian Solis et al is a nice reminder about the meaning of "public relations" in our increasingly distracted and detached environment.

I particularly like the line on p. 27 ...

 

"Ignorance + Arrogance = Irrelevance"

Definitely a thought provoking read...

 

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26 Online Marketing Terms Defined (Infographic)

26 Online Marketing Terms Defined (Infographic) | Integrated Brand Communications | Scoop.it

Do you understand what “influencer marketing” is? How about inbound marketing? Retargeting? It can be pretty confusing to keep everything straight which is why Wrike has developed this Online Marketing 101 Guide to help new marketers or non-marketers keep it all straight!

Russ Merz, Ph.D.'s insight:

A useful compendium of digital and online marketing terms. A keeper.

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Hervé Monier's curator insight, December 13, 5:35 AM

Une très bonne infographie... et 25 définitions utiles sur l'e-marketing.

Frédéric Pressac's curator insight, December 13, 6:06 AM

J'ai pas regardé toute les définitions, mais nous avons deja une bonne base pour nous comprendre.

Frédéric Pressac, Consultant Marketing

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Nielsen & AOL give marketers tips on how to get viewers' attention in this multiscreen world

Nielsen & AOL give marketers tips on how to get viewers' attention in this multiscreen world | Integrated Brand Communications | Scoop.it

Does anyone just watch TV anymore?

That’s a key question in this multiscreen age. The reality of several devices pleading for audience attention led mass media company AOL to commission viewer measurement pioneer Nielsen for research of the first Video Ad Attention Index, whose findings are being published first on VentureBeat.

 

If you count on TV or video ads to promote your brand, you may want to brace yourself. Because the findings are not pretty:

 

About half of the people watching TV also use a PC, tablet, or smartphone at the same time.Only 23 percent of users who were distracted by a smartphone or tablet while watching TV could recall a brand’s ad. For undistracted TV viewers, 83 percent could recall the brand’s ad.Distractions from secondary devices slice brand recall by more than half across all the screens. One exception: live sports, when fans are glued to the TV.This dramatic impact on remembering the brand has big consequences. It means there’s also a greatly lessened ability to change consumer attitudes about that brand, or to sell that brand’s products.
Russ Merz, Ph.D.'s insight:

New research by Nielsen and AOL finds that multi-screening and multitasking create distractions that effectively reduce the reach of #brand messages delivered by TV. A new focus on "attention" and its measurement via the #AttentionMetric promises to give better estimates of true effective reach for brand advertising messages.

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What, When and Where to Post on Social Media [INFOGRAPHIC] - AllTwitter

What, When and Where to Post on Social Media [INFOGRAPHIC] - AllTwitter | Integrated Brand Communications | Scoop.it

When’s the best time to tweet? And what should you be tweeting about?

 

While your mileage may vary, studies suggest that tweeting between 1pm and 3pm is optimum (perhaps taking advantage of the post-lunch early afternoon workplace lull), and posts with high quality images and a strong call to action typically perform the best.

 

But what about Facebook, LinkedIn, Instagram and Pinterest? When should be you be updating there, and what type of content should you share?

 

Check the visual below for a wealth of tips, strategies and insights, which comes courtesy ofMainstreethost, and includes Facebook, Twitter, LinkedIn, Google+, Pinterest, Instagram, YouTube, Vine and Tumblr.

Russ Merz, Ph.D.'s insight:

Some useful guidelines for what and when to post on 9 different social media.

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Branding is not enough - 8 points for digital marketing engagement - diginomica

Branding is not enough - 8 points for digital marketing engagement - diginomica | Integrated Brand Communications | Scoop.it

Branding is not enough – 8 points for digital marketing engagement

 

Yesterday I dug into the problem of scaling customer experience, with fresh content from the Argyle Executive Forum‘s digital marketing leadership event in Boston, which included an on-site podcast. But customer experience was not the only issue in play.

 

Taking in the presentations and mingling with some of the 200+ marketing executives (see the day’s agenda here), I got a picture of digital opportunities tempered by fiscal realities. Marketers are sparked by digital change, but under budget pressure to prove the ROI of their ventures and establish strategic relevance.

 

The days of proud/meaningless “We’re on Facebook” proclamations are over, replaced by talk of leveraging the social graph, and what it takes to turn that insight into something with more bottom line impact than a +1.

 

Here’s my top takeaways/challenges from the event.

Russ Merz, Ph.D.'s insight:

A great set of key takeaways provided by columnist Jon Reed about some of the key #digitalmarketing success factors discussed at the recent Argyle Executive Forum on digital marketing leadership. The centerpiece of his observations is the low priority assigned to #branding and the strong emphasis placed on leveraging data to better understand and improve #customerexperiences. Other priorities singled out included mobile, social, content, programmatic and personalization marketing activities.

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Brand logos in a responsive design age

Brand logos in a responsive design age | Integrated Brand Communications | Scoop.it
You will no doubt notice that we have a new site design. It’s a completely refreshed and fully responsive experience that should hopefully put the user first.
Russ Merz, Ph.D.'s insight:

A detailed discussion about some of the issues around #brandidentity and #logo representation in a responsive design digital environment. A good read with lots of useful ideas.

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The 50 most iconic brand mascots | Infographic | Creative Bloq

The 50 most iconic brand mascots | Infographic | Creative Bloq | Integrated Brand Communications | Scoop.it

Some of the most iconic brands didn't just have logos on their side, they also produced some of the most recognisable brand mascots in design history. From the cute to the quirky, those little characters instantly connect you to the brand. The team atGlotech Repairs decided to create an infographic that brings them all together.

 

"It’s a visual representation of some of the most recognisable design figures in marketing and gives an interesting insight into each of the brands," they explain. Popular figures such as Tony the Tiger, Colonel Sanders and Ronald McDonald help to make up our list of the most iconic brand mascots.

 

"It may even teach you a thing or two along the way, such as did you know that Nintendo mascot, Mario, has appeared in more than 200 video games? Or that the Sun-Maid Girl is based on a real person?" Take a look at the infographic – you might even learn something new about your favourite brand mascot.

Russ Merz, Ph.D.'s insight:

A great collection of iconic #brand mascots and some slogans. A good illustration of the use of "fictional" brand spokespersons/things to create #brandimages and #brandidentities. Many of them have been updated.  Keep for reference value. 

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yveline jacob's curator insight, December 1, 4:17 AM

Funny

 

Saranne Davies's curator insight, December 1, 7:09 AM

Great.  Brings back some memories.

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Content Marketing vs. Brand Journalism: the Outcomes Define Differences

Content Marketing vs. Brand Journalism: the Outcomes Define Differences | Integrated Brand Communications | Scoop.it

Today’s fragmented media landscape and information-loaded digital world offers brands new opportunities to communicate directly with their audiences; building visibility, affinity and even search traction along the way. However, success in the uppermost reaches of the funnel requires organizations to put corporate agenda in the back seat, and instead adopt a more journalistic approach to crafting and publishing their stories.

 

Enter brand journalism.

 

Not to be confused with content marketing, brand journalism is an upper funnel tactics that delivers more than ‘awareness.” Telling the brand’s stories in a compelling, audience-focused way can create affinity, earn media, build brand credibility and (when coupled with search and social strategies) deliver long-lasting online visibility.

Russ Merz, Ph.D.'s insight:

A concise discussion by Sarah Skerik that lays out the key differences between the roles played by #BrandJournalism and #ContentMarketing in the conversion process. Very useful and insightful.

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RB's curator insight, November 26, 8:01 AM

Interesting look at building brand awareness v content marketing, do you think it is a clear divide?

 

Eric Webb | Marketing Executives Network Group's comment, November 26, 8:07 AM
I'm not sure the concept of Brand Journalism is anything new. It's public relations as it has always been. I do believe that PR tends to stay at the top of the funnel and struggles to remain relevant at a time when executives what ROI. Content marketing isn't hard to measure as it takes place from top to bottom of the funnel and when coupled with marketing automation and other tools that measure engagement is easily measured. Brand Journalism / PR is hard to measure because it remains at the top of the funnel. And the coffee mug story could just as easily be a content marketing piece that's part of a broader content marketing effort to sell more mugs. Ultimately content marketing does what PR does but continues to nurture the interest of the audience versus leaving it at one story or a series of stories that never go any deeper and a broad story.
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7 Questions to Ask Your Agency Before You Sign | Marketing Technology Blog

7 Questions to Ask Your Agency Before You Sign | Marketing Technology Blog | Integrated Brand Communications | Scoop.it

We love working with other agencies. Our expertise in search engine optimization and content strategies has been a resource for all of our agency partners and we continue to grow that portion of our business. We work with a lot of great development, design and public relations folks and what we have in common with all of them is the pursuit of business results.

 

Without business results, your agency simply doesn’t matter. An optimized site that can’t convert is useless. A beautiful site that can’t be found is useless. Research, design and writing you pay heavily for that you can’t repurpose is useless (beyond the initial publication).

 

We’re continuously shocked at the number of clients that come to us that have spent virtually all of their budget but aren’t realizing results. The expectation for us is to take whatever funds are left and try to get results with it. At times, we simply can’t make it work.

 

That’s why our business model is a bit unique in the industry. We charge flat fee engagements and then work to results. Most of our clients are spending the cost of a single employee, but have our team and all of our partners working to ensure measureable business results are attained.

Russ Merz, Ph.D.'s insight:

A great set of screening questions with key decision criteria you may want to use when selecting an #agency to develop your brand's next #digitalmarketing campaign. 

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Social Media Monitoring Survey Results Conducted by Business Wire and PR News Revealed | Business Wire

Social Media Monitoring Survey Results Conducted by Business Wire and PR News Revealed | Business Wire | Integrated Brand Communications | Scoop.it

Business Wire and PR News recently fielded a survey to gauge how public relations professionals are using the data from their social media monitoring efforts and find out if they feel monitoring has made a difference so far in their businesses. The two most common uses of data from social listening among the 300 professional communicators who participated in the survey are "to listen to customers and prospects" (72%) and "to find influencers" (60%). (See infographic.)

 

“They need to monitor actionable data for the company to put to use.”

When asked if social media monitoring has been effective for their company, a surprising 26% said not yet, while 10% said no. So while the practice is in effect, obvious business benefits are not always clearly seen. One possible reason: Not only is the practice of social listening in its infant phase, the question of how to apply lessons from that data is still murky.

 

"PR people are good at generating action [on social channels], but not yet understanding what the data can provide internally," said Serena Ehrlich, director of social media at Business Wire, who spoke about analyzing PR data at PR News' Measurement Conference in Chicago on Nov. 20. "They need to monitor actionable data for the company to put to use."

Russ Merz, Ph.D.'s insight:

A report on recent survey findings finds that 64% of #PR professionals find that #socialmedia monitoring is effective at generating actionable insights for their clients.

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5 Ways to Improve Your Marketing Using Conversion Psychology

5 Ways to Improve Your Marketing Using Conversion Psychology | Integrated Brand Communications | Scoop.it

Conversion psychology is one of the most valuable, yet often overlooked, elements of your marketing strategy.

 

What I found most exciting among all of this was the way these two used mindgames to bring in money. Those performers used psychological triggers to create this sense of rivalry in order to get the audience to take their intended action.

You might be thinking--”That’s manipulation!”. Not necessarily. Those were grown adults who, despite probably having a few drinks in them, were all well aware no real battle of the genders existed. They wanted to take part in this imaginary competition because it was something that they enjoyed to engage with. You can provide a similar experience for your customers--even if you can’t sing.

Psychology plays a part in every element of your marketing strategy, but it is not always given the consideration it requires to be successfully integrated. This blog post is going to go more in-depth with conversion psychology and the elements that your business can implement into its landing pages to optimize conversion rates and produce happier customers.

 
Russ Merz, Ph.D.'s insight:

A useful set of guidelines for how psychological concepts can be used to improve conversions on websites. 

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What's in a (brand) name? - Cream Blog

What's in a (brand) name? - Cream Blog | Integrated Brand Communications | Scoop.it

That which we call a rose by any other name would smell as sweet…

We’ve all got our favourite brands – those built on trust, reliability, quality or whatever else it might be. Of course, if we were to put ourselves to the test to see how many brand logos we can instantly recognise, that would easy. But if I was to ask where the brand name came from, I bet a lot of us would be stumped.

Well not anymore. Thanks to 7Brands, the infographic below takes a look at some of the most well-known brands from around the world and offers a little bit of insight into the name origins and meanings. Would you believe me if I told you Häagen-Dazs is completely made up? Read on to find out.

Russ Merz, Ph.D.'s insight:

Good illustrations of some of the strategic thinking behind the development of #brand names. #Branding

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[Infographic] The 2014 State of Digital Transformation

Digital transformation is a formal investment in new technology, business models, and supporting systems and processes to change the way companies sell, market, operate and scale in an increasingly digital economy. This infographic communicates the state of digital transformation in 2014. 

More data and research in the full report: The 2014 State of Digital Transformation by Brian Solis, available for download at: http://altimetergroup.com/2014/07/the-2014-state-of-digital-transformation

Russ Merz, Ph.D.'s insight:

A concise summary of findings from a recent survey by Altimeter Group about the state of #digital transformation among businesses in 2014.

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Marketing Industry Hyping Digital Marketing: Is It Warranted? | Mobile Marketing Watch

Marketing Industry Hyping Digital Marketing: Is It Warranted? | Mobile Marketing Watch | Integrated Brand Communications | Scoop.it

In the coming years, we are expecting to see a broad and fantastic range of new digital marketing tools that will likely make the job of the digital marketer easier and more efficient (and maybe even replace him eventually). But the analysts at 451 Research are recommending caution where so many marketers are demonstrating zeal.

 

The truth is, they say, that very few companies actually have the infrastructure and capability to really research the information that they need to make digital marketing optimally effective.

 

Digital marketing is touted as being able to quickly adapt to the extremely adaptable modern consumer, but in order for it to do that, the companies implementing the strategies have to understand the technology involved and really know how to harness it.

Russ Merz, Ph.D.'s insight:

A note of caution that may temper the hype surrounding digital marketing. Three potential barriers to success are revealed from recent studies in the area.

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7 Ways to Turn Your Employees Into an Army of Content Creators » Search Engine People Blog

7 Ways to Turn Your Employees Into an Army of Content Creators » Search Engine People Blog | Integrated Brand Communications | Scoop.it

There is no denying the importance of content creation in the modern digital landscape. Great content can help you to attract and convert more visitors. Producing content that provides value within a budget frame is difficult to do, but what if I told you that a company with 100 employees could produce 490 posts over the next year for less than $1.00 per post?

 

Follow these 7 tips and you will have your own content army producing high quality low cost content:



Russ Merz, Ph.D.'s insight:

This articles provides guidelines for how to use the creativity and knowledge of your employees to develop unique content for your brand. This is a great way to leverage the engagement of your employees with customers and other stakeholders that enriches their relationship with your organization.

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The ultimate marketing vehicle?

The ultimate marketing vehicle? | Integrated Brand Communications | Scoop.it

The center stack is already a hub for entertainment and navigation, but what if it could help you get half off a turkey sandwich at a deli that's just around the corner?

 

For automakers and their technology partners, it's an appetizing thought.

 

Analysts say infotainment systems that offer drivers relevant, location-based promotions from restaurants and other businesses in real time are the next frontier for in-vehicle marketing.

 

Radio has long been the medium of choice to deliver ads to drivers, but the revenues from those ads always have accrued to broadcasters. With automakers interested in monetizing their infotainment systems, in-vehicle advertising offers the promise of potential revenue from opportunistic marketers hoping to reach drivers on the go in more creative and more targeted ways.

 

Could McDonald's, for instance, send limited-time deals specifically to Ford or Honda drivers when they near a restaurant during special promotions?

Russ Merz, Ph.D.'s insight:

A very thought provoking article about the #geolocation based marketing potential that the automobile represents. Are you ready for the beaming of ads to your dashboard?

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Cadillac is running in circles

Cadillac is running in circles | Integrated Brand Communications | Scoop.it

Like a football team caught in the midst of rebuilding with a squad of aging veterans and untested rookies, Cadillac is vulnerable and loyalists are starting to lose patience.

 

Each of this year’s moves has been portrayed as a necessary step in the long-term growth of GM’s highest-margin car line. But like a football team caught in the midst of rebuilding with a squad of aging veterans and untested rookies, Cadillac is vulnerable. It lacks entries in the fastest-growing segments of the market and its new models have fallen out of favor much more quickly than forecast. In a robust run of new car sales, Cadillac has fallen down 5.9% for the year. Its sales in November fell a painful 18.7%, a performance far worse than its luxury rivals.

 

Longtime Cadillac loyalists are running out of patience. They fear that the 112-year-old car line has been taken over by outsiders who don’t respect the Cadillac name, its history, and what it stands for. Their worry revives a running argument in automotive circles, to wit: Should car companies be selling the sizzle or the steak?

 
Russ Merz, Ph.D.'s insight:

‪#‎Cadillac‬ is languishing because the management team has forgotten the two golden rules of #branding. First, promise something of value (a set of benefits at a price) to the market, then second (and most importantly), deliver on the promise. Cadillac can't seem to make the connection.

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Starbucks, Facing a Saturated Market, Looks to the High End

Starbucks, Facing a Saturated Market, Looks to the High End | Integrated Brand Communications | Scoop.it

For over a year, the Seattle coffeecenti has been buzzing with speculation about the opening of the Starbucks Reserve Roastery and Tasting Room, the flagship of a planned chain of 100 plush stores selling high-end coffees from around the world.

 

With this new venture, Starbucks has signaled that it intends to lure aficionados of high-end coffee, as it eyes the growing market for rare coffees, those beans grown in small quantities that sell for as much as $45 for less than a pound.

 

But it already faces considerable competition from boutique chains like Stumptown Coffee Roasters, Dillanos Coffee Roasters and Blue Bottle Coffee that have already developed thriving businesses in what are known as single-origin coffees and microlots. Such coffees come from a single farm or small collective, typically hard to reach and fickle, so that production is limited and often available only at specific times of the year. Their customers tend to shun the sort of big-business ubiquity that a mass-coffee purveyor like Starbucks embodies.

Russ Merz, Ph.D.'s insight:

In the battle for the exclusive "high-end" single source and micro lot coffee market, Starbucks just upped the ante. Clearly, the McDonalds of the coffee business is moving upmarket in a big way a branding strategy that has been successful in many product categories.

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The Content Distribution Matrix [#infographic] - Smart Insights Digital Marketing Advice

The Content Distribution Matrix [#infographic] - Smart Insights Digital Marketing Advice | Integrated Brand Communications | Scoop.it
Introducing a new tool to help marketers review and improve the best options for promoting content

If you’re a regular reader of Smart Insights, it’s likely you’ve seen, or even better, used our Content Marketing Matrix developed with First10. It has proved to be a popular infographic since it’s not just a nice visual of some interesting ‘facts and figures’ about marketing, rather it can actually be applied to get better results since it helps businesses brainstorm the best types of content to create as part of their content marketing strategy.

What is the Content Distribution Matrix?

This infographic is aimed at helping  marketers to review the effectiveness of different types of Paid, Owned and Earned media to promote or distribute their content in generating site visits, leads or sale compared to the level of investment in applying the media measured as paid media costs or the costs of marketing team members.

Russ Merz, Ph.D.'s insight:

Keep this planning too/matrix in your brand content marketing tool box.

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The Rise of Podcasting: The Ultimate On Demand Content [Infographic]

The Rise of Podcasting: The Ultimate On Demand Content [Infographic] | Integrated Brand Communications | Scoop.it

The recent growth of marketing podcasts is a symptom of our thirst for on demand content.

Consumers have more choices than ever before on the types of content they want to consume and where they choose to consume said content.

Netflix, Spotify, Kindle, STEAM, the App Store – all of these have programmed today’s consumer to collect and consume their favorite content types without attachment to a desktop computer.

With 80% of the world’s population owning a smartphone, and that number only continuing to rise, we’re seeing accessibility on a global level unlike ever before.

 
Russ Merz, Ph.D.'s insight:

An enlightening article with some thought provoking stats about the benefits of using #podcasts to deliver #brand #marketingcontent.

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6 more studies prove Digital Marketing ROI |

6 more studies prove Digital Marketing ROI | | Integrated Brand Communications | Scoop.it

TV and Digital are the two media channels that now receive the most ad spending. They are the only two media channels where ad spending is increasing as opposed to Print, Radio and Outdoor where it is decreasing. If current trends continue, Digital is expected to overtake TV by 2018.

 

Russ Merz, Ph.D.'s insight:

Looking for evidence to support the ROI claims of #digitalmarketing? Check out these sources.

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Israel George's curator insight, November 25, 2:03 PM

Here is a report of Marketing in the Digital Age.

Martin's curator insight, November 28, 3:46 AM

Une infographie de quelques success stories du marketing digital et une étude sur la valeur des fans FB pour vous aider à convaincre vos clients

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What is Sponsored Content? How Can You Optimize Content Recommendations for Improved Click-Through Rates? | Marketing Technology Blog

What is Sponsored Content? How Can You Optimize Content Recommendations for Improved Click-Through Rates? | Marketing Technology Blog | Integrated Brand Communications | Scoop.it
WHAT IS SPONSORED CONTENT

Many outlets confuse native advertising and sponsored content promotions. Sponsored content is quite different, typically a bar of content directly underneath a published article that has relevant articles by topic. The sponsored content company, like Taboola, scans the published content to produce the best match in results to achieve a higher click-through rate. I believe the greatest strength of sponsored content is its ability to get your content discovered.

HOW TO INCREASE CLICK-THROUGH RATE ON SPONSORED CONTENT

Taboola has put together this infographic to help you optimize your sponsored content – from the approach to writing your title tag to the types of thumbnails or featured images you publish. Utilizing action verbiage that’s directed to your audience and rich, visible images that look good in a small format are critical.

Russ Merz, Ph.D.'s insight:

Unclear about the meaning, #bestpractices and usefulness of #sponsoredcontent. This article, plus infographic, removes some of the haze surrounding the concept. 

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