Integrated Brand ...
Follow
Find
20.9K views | +3 today
 
Scooped by Russ Merz, Ph.D.
onto Integrated Brand Communications
Scoop.it!

Brands and Authenticity on Social Media | Social Media Today

Brands and Authenticity on Social Media | Social Media Today | Integrated Brand Communications | Scoop.it

Do you find it difficult to set your tone on social media? Are you struggling to discover creative ways to authentically connect with your customers? Some companies clearly cover up their identity and don't allow themselves to really bare it all.

 

Being open, genuine, and authentic on the digital landscape means a great deal to your audience who wants to genuinely engage with your brand on social. It's important to apply a holistic approach, and although many brands struggle to showcase that authentic, relevant identity, it should, however, be effortless.

 

It's important to find your own, personal voice in the social sphere to have an even bigger impact and be your authentically awesome self. As Forbes already mentioned in 2011, the battle for social media authenticity is about showcasing the human side of your business to make your audience feel truly part of your brand in a culture of openness.

 

Whichever company makes the best attempt at making people truly care about their brand, ultimately wins that battle for authenticity. Marc Ecko, all-round entrepreneur, says authentic branding goes way beyond perception:

Your brand is not the game of perception. It's not what you parrot to. Your brand is on what is on the inside, it's like guts to the skin thing.

Russ Merz, Ph.D.'s insight:

The author outlines 3 ways #brands can demonstrate their #authenticity through #socialmedia.

more...
No comment yet.
Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
Your new post is loading...
Your new post is loading...
Scooped by Russ Merz, Ph.D.
Scoop.it!

The Marketer's Guide to Developing a Strong Brand Identity

The Marketer's Guide to Developing a Strong Brand Identity | Integrated Brand Communications | Scoop.it
Learn how you can define your company's brand -- or work with an agency to help them define it for you.
Russ Merz, Ph.D.'s insight:
A useful set of guidelines to keep in mind.
more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

10 ways to increase customer engagement in ecommerce

10 ways to increase customer engagement in ecommerce | Integrated Brand Communications | Scoop.it

High street stores are getting their mojo back, so what can ecommerce do to engage the consumer?

 

Here are just 10 features that help to keep customers engaged on ecommerce websites. If you've seen any innovative new features from ecommerce companies, please let us know below.

 
Russ Merz, Ph.D.'s insight:

This article compiles 10 ways that brands can build customer engagement with their #ecommerce activities. Good reference value.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

How Your Eyes Move on a Website - Marketing Technology Blog

How Your Eyes Move on a Website - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

For creatives, I’m sure there’s someone inside screaming at them to be different and avoid building a website that looks and acts like everyone else. From a marketing perspective, though, we’ve educated our visitors over a decade now as to what to expect on a website and how to navigate one effectively. As a user, there’s nothing quite as frustrating as trying to find the contact information, click back to the home page, or scan the page easily when it’s not designed according to modern norms.+

In the infographic below, Singlegrain teamed up with Crazy Egg to present useful information on eye tracking that can help you improve user experience on your website.

Responsive design has added to this complexity – ensuring that designers properly size graphics for every viewport and provide interactions that are just a thumb press away! That requires some well thought out pages that are simple to scroll, find what you need, and read and retain it. +

Your designer may be tempted to do something quite different… but don’t be surprised when that impacts bounce rates and conversions as visitors get frustrated and leave!+

 

Russ Merz, Ph.D.'s insight:

6 tips for designing #brand #websites for better user experiences.

more...
Michael Allenberg's curator insight, August 9, 8:50 AM

So much can be gleaned from this...

Terry Patterson's comment, August 9, 4:04 PM
Good one, Michael.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Brand Chorus Launches the StoryScore Index: a New Measure of Social Media Effectiveness

Brand Chorus Launches the StoryScore Index: a New Measure of Social Media Effectiveness | Integrated Brand Communications | Scoop.it

Most brands today define the effectiveness of their social media programs using measures of popularity – likes, comments, shares, retweets, etc.   While popularity is an important measure, it’s not an indication of how well social media drives brand equity.  That’s why Brand Chorus, the social business intelligence practice of brand consultancy, TippingGardner, has launched StoryScoreTM(http://www.storyscore.com) a new tool to measure how well a brand’s social media narrative aligns with their broader brand strategy.

“Brand strategy is not a popularity contest,” says Martyn Tipping, CEO, Brand Chorus. “Piano-playing cats and questions like ‘what’s your favorite movie?’ boost engagement scores, but do nothing to build brand equity. By focusing on short-term, one-off hits, brands are missing the opportunity to drive their brand story and create a compelling narrative on social media.”

 
Russ Merz, Ph.D.'s insight:

Details have been unveiled about a new brand metric called the StoryScore Index. it presumably quantifies the relationship between #socialmedia content and brand equity development. Worth a look.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

What Makes People Click and Convert [Infographic]

What Makes People Click and Convert [Infographic] | Integrated Brand Communications | Scoop.it

Ever notice those giant SUBSCRIBE buttons? Those, among many other buttons, are calls-to-action. Also known as CTAs, these buttons lead each person to make a decision. That decision could be to subscribe to a newsletter, purchase something, download something, watch something–anything, really.

So naturally, you want to make your CTA as appealing as possible, to get every person who sees it to click on it.

Uberflip released an infographic detailing what steps you can take to make your CTA the belle of the ball, so to speak. Here are some of Uberflip’s tips, along with our own examples, to make your call-to-action stand out:

Russ Merz, Ph.D.'s insight:

Great content marketing tips for helping your call to action (#CTA) stand out.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Facebook, Instagram, Pinterest, Twitter: How to Build Brand Awareness [INFOGRAPHIC] - AllTwitter

Facebook, Instagram, Pinterest, Twitter: How to Build Brand Awareness [INFOGRAPHIC] - AllTwitter | Integrated Brand Communications | Scoop.it

Facebook, Instagram, Pinterest, Twitter: How to Build Brand Awareness [INFOGRAPHIC].

 

Did you know that 52 percent of enterprise brands say that social media is the most important factor in client/customer relationship building and brand management?

82 percent of customers have more trust in a company when its CEO is active on social media platforms, and nine in 10 businesses that utilise social media in their marketing strategy see an overall increase in exposure.

This visual from Quick Sprout looks at how to build brand awareness for your business.

Russ Merz, Ph.D.'s insight:

A comprehensive look at how #socialmedia can be used to build #brand awareness.

more...
Kalvin Guthrie's curator insight, July 29, 8:10 PM

Creating brand awareness through IMC; statistics to add evidence that social media is highly effective in reaching your target audience.

Scooped by Russ Merz, Ph.D.
Scoop.it!

Your 2014 Digital Marketing Roadmap - Marketing Technology Blog

Your 2014 Digital Marketing Roadmap - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Sometimes it’s easier to just follow the dotted line as you’re looking to ensure your digital marketing is balanced and complete. This infographic compliments of Two Legit aims to do just that, walking you through your web presence, mobile, ecommerce, outbound, inbound, content and social media marketing initiatives.+

One element lost in this infographic is the ability for all of the strategies to work with one another. For instance, utilizing your content marketing to power newsletters that are optimized for mobile devices. That’s not defined in this infographic but it’s an absolute necessity if you’d like to fully leverage email and ensure your emails are read properly. I’ve written before that the modern digital media consultant is more of a conductor, balancing the volumes of each strategy to make some sweet, sweet music!+

More often than not, we find that the key to marketing well isn’t doing everything… it’s balancing a combination of strategies, amplifying the impact by having them work together, and understanding how much of each strategy to initiate in order to maximize results. That said – this is still a great checklist to go down and ensure you’re not missing anything! This infographic also provides some statistics behind the digital marketing trends.

 

Russ Merz, Ph.D.'s insight:

A comprehensive checklist of things that #brandmanagers should keep in mind as they develop a #brand digital marketing plan. Synergy is important.

more...
ManufacturingStories's curator insight, August 17, 8:05 AM

add your insight...


Paulo Stamm's curator insight, August 17, 2:44 PM

Excelente gráfico sobre marketing tecnológico.

Steve Whitmore's curator insight, August 18, 5:29 AM

Something to think about??? I need to examine more closely.

Scooped by Russ Merz, Ph.D.
Scoop.it!

Infographic: Are brands shifting to owned media instead of Facebook? - Inside Facebook

Infographic: Are brands shifting to owned media instead of Facebook? - Inside Facebook | Integrated Brand Communications | Scoop.it

Jun Group, a content distribution platform, released data this week that shows brand advertisers have shifted their digital goals away from Facebook and YouTube to promote their owned online destinations.

According to the data, the share of clicks driving consumers to brand owned and operated sites more than doubled from 2012 to 2013, increasing from 28 percent to 57 percent. Facebook and YouTube, which represented 31 percent and 38 percent respectively, declined to 10 percent and 24 percent over the same period.

Mitchell Reichgut, CEO of Jun Group, said in a press release:

This shift towards owned content from social channels represents the convergence of a few big trends. First, as advertisers spend more developing branded content and digital experiences, they want to drive audiences directly to those destinations. At the same time, social platforms have made it more complicated for brands to communicate with fans.

 

Brand goals have held steady from the latter half of 2013 and into 2014, with 61 percent of campaign actions driving users to brand-owned sites. Facebook hit a low of 8 percent in the last half of 2013 and rebounded to 16 percent in the first quarter of 2014.

Russ Merz, Ph.D.'s insight:

Brands like to be in control and less dependent on other players. This trend speaks to that desire. Likely to continue into the future as brands become more savvy about digital marketing.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Make a Name for Yourself: 11 Personal Branding Power Tips | Social Media Today

Make a Name for Yourself: 11 Personal Branding Power Tips | Social Media Today | Integrated Brand Communications | Scoop.it

Perhaps we don’t have that much in common. Ah, but we do. Personal brands are we. Our agendas may differ—better job, more clients, book sales, or (your goal here)—but we seek the same things: recognition, respect, influence and success.

You, my friend, are a brand.

A photographer. Life coach. Presentation expert. Alternative energy entrepreneur. Website developer. Skin care clinician. These are six simplified profiles of clients who have hired me recently to help them create more effective online marketing by developing their personal brand.

This is no trend. It’s social media, publishing, marketing, sales, work, play, passion and everything you read about all rolled into one.

I realize now it’s what I’ve been doing (and sometimes struggling with) since I went to work for myself. Or is it? It’s probably more accurate to say it’s what I’ve been doing since my bar mitzvah—defining the man I am.

With that in mind, I submit to you personal branding is something you need to understand. It’s something you need to develop deliberately—even if what you’ve been doing and saying to this day has been largely accidental.

 
Russ Merz, Ph.D.'s insight:

Great guidelines and links to information about #personalbranding.

more...
Paulette Steele's curator insight, July 28, 4:59 PM

Interesting comments about creating your own personal branding

Jeff Domansky's curator insight, July 31, 8:18 PM

Here's a look at the ins and outs of personal branding.

Scooped by Russ Merz, Ph.D.
Scoop.it!

Content Marketing Enlightenment in Four Steps [Infographic] | Content Marketing Forum

Content Marketing Enlightenment in Four Steps [Infographic] | Content Marketing Forum | Integrated Brand Communications | Scoop.it

According to our recent study, the majority of marketers have adopted content marketing as an integral part of their marketing strategy. However, many of these marketers are still creating product-focused, egocentric content that brings little value to the reader; and they are struggling to compete against other content in the market.

 

To create non-egocentric content and to rise above the noise, we have provided four steps to content marketing enlightenment — a place where marketers are engaging readers and earning their trust. Within each step, we explain what marketers are doing, what the results are and what tactics to use to bring content to the next level.

Russ Merz, Ph.D.'s insight:

A maturity model view of #contentmarketing orientation starting with product focused egocentric content and culminating with enlightened quality focused content. Interesting view of different levels of brand content marketing sophistication. Where is your brand?

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Instant.ly Says It Can Tell Brands Which New Products People Will Actually Buy

Instant.ly Says It Can Tell Brands Which New Products People Will Actually Buy | Integrated Brand Communications | Scoop.it

If you recently found yourself hovering over a box of Chewy Chips Ahoy With Reese’s Peanut Butter Cups, and then took that box of chocolately cookie goodness up to the cash register, you are not alone. 

The product came in at No. 1 in a new index that purports to quickly and accurately rate purchase intent for a wide array of CPG brands and products recently released to supermarket shelves in limited runs.

Through uSamp's Instant.ly Shelf Score Index, each product is assigned a purchase intent score, measured through a platform that a company rep said "gathers in-context insights from consumers about new products as soon as they hit the shelves." The index also considers innovation and "category disruption from small or unknown brands."

 

 

Russ Merz, Ph.D.'s insight:

New #ShelfScoreIndex tool by Instant.ly claims to quantify customer #purchaseintentions for new #CPG products. The method apparently uses a panel of 300 respondents per concept with reactions gathered via #mobile devices.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

How to be a superstar brand | Trends | Marketing Week

How to be a superstar brand | Trends | Marketing Week | Integrated Brand Communications | Scoop.it

Brands that have slipped down the likeability scale can regain status and even become superstars, according to research shown exclusively to Marketing Week .

 

Marketers may believe that brand popularity relates simply to how many products are sold but the study finds that there is more to it than sales figures and popularity is not easy to maintain.

The research by agency Leo Burnett analyses 5,000 responses to the popularity and brand attributes of 50 FMCG brands (see methodology, below). Based on these attributes and popularity scores – which take into account momentum by subtracting popularity today from popularity 10 years ago – the brands are divided into four categories: superstars, rising stars, settled greats and former glories.

 

Superstars – such as Ben & Jerry’s, Magners and Müller – have high popularity and great momentum, while brands such as Green & Black’s, Gü and Innocent are deemed rising stars because, despite good momentum, they have low popularity scores. Meanwhile, Andrex, Dairylea, Heinz Tomato Ketchup, McCain and Walkers are settled greats with high popularity but low momentum while brands in the category of former glory include Bovril, Jammie Dodgers, Marmite, Ski Yoghurts and Twinings – all of which have low momentum and low popularity.

Russ Merz, Ph.D.'s insight:

While the  findings here break no new ground in terms of the things that count for #brand success, the research by Leo Burnett which scores and ranks brand popularity does update the landscape a bit. Five characteristics are identified as drivers of brand superstar status--affinity, visibility, differentiation,integrity and longevity.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Amazon Has the Best Consumer Perception of Any Brand

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

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

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

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

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

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

Russ Merz, Ph.D.'s insight:

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

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

9 inspiring ads that broke down stereotypes (single page view) - iMediaConnection.com

9 inspiring ads that broke down stereotypes (single page view) - iMediaConnection.com | Integrated Brand Communications | Scoop.it

Brand messaging has long permeated our culture. In the 1960s, American girls grew up believing that "blondes have more fun" and if you "give her a Hoover, you give her the best."

 

Mad Men-era ads promoting lotions and dishwashing liquids extolled the terror of turning 30. Ladies, your hands and face will dry up like a crustacean if you do not moisturize constantly. In the words of an old lotion ad, "Would you want to hold hands with a lobster?"


While a lot of progress has been made in the last 50 years, sexism and ageism obviously haven't disappeared from advertising. A woman, regardless of color, is often portrayed in limited capacities. She's young mommy calmly strapping her kid into a minivan or she's the mom with a Mona Lisa smile pulling out a fried, frozen chicken dish proud of her cleverness at meal problem-solving. Invariably, this includes a Martha Stewart look that has sustained for 25 years: blue work shirts and khakis. 
 
If a woman is over 30, she is plopped on a couch chatting about her intestinal bacteria with Jamie Lee Curtis or doling out sage cleaning tips. If she's under 30, she's the large breasted, slim-hipped "up for anything" sexpot who paaarrrties with a cold round of brew. This is the same woman who, upon turning 45, becomes the patient, yet loving "up for anything" spouse of her tired, irritable, cannot get anything up, 50-plus partner of erectile dysfunction prescription drug ads. And all of these white gals do yoga!

Russ Merz, Ph.D.'s insight:

This article reviews some of the progress made by some brands to remove the use of sex and age based stereotypes in advertising. It contains some very good examples.

more...
Sophie Bloomfield's curator insight, August 12, 6:33 PM

These brands have made a bold move by confronting stereotypes. Not only do I applaud them from an ethical viewpoint, but it's also interesting to see that these risky ads have sparked a lot of social conversation about their brands; both good and bad. Is any attention good attention?

Scooped by Russ Merz, Ph.D.
Scoop.it!

How Are You Doing Compared to 400 Other Marketers? - Marketing Technology Blog

How Are You Doing Compared to 400 Other Marketers? - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

How Are You Doing Compared to 400 Other Marketers? by Douglas Karr on Marketing Technology Blog

 

We’ve been having some incredible meetings with an enterprise company recently. They have all the challenges you can think of – a small team, enterprise structure, franchises, ecommerce… the works. Over time, they’ve evolved with their small team to a hodge-podge of technology that’s becoming more and more difficult to manage. Our job is to map out their strategy and drive their costs down by centralizing and investing in flexible solutions. It’s not a task for the faint at heart.

As we sit at the table, the team often gets both embarrassed and frustrated at many of the gaps that they have left open or their lack of speed at adopting new technologies. It seems whenever I meet with a company their team has this same reaction. Marketing resources are a luxury in this economy and companies shouldn’t be embarrassed that they’re unable to keep up. The industry is moving fast, and virtually ever platform is fighting for marketing dollars – confusing the heck out of marketers who are already getting pulled in every direction.

Given that, it’s always nice to feel as though you’re not doing too bad. This extensive research project from Ektron will help put you at ease… and maybe even make you feel good about the progress you’ve made and the roadmap you’re taking. Chances are, you’re probably ahead of the curve!

 

Russ Merz, Ph.D.'s insight:

Useful stats that #brand managers can use for comparative purposes.

more...
Georgia Allen's curator insight, August 13, 9:38 PM

It's a great idea for businesses to bench mark against competitors to gage an idea of how they are doing in the market. For new and small businesses this is essential. 

Scooped by Russ Merz, Ph.D.
Scoop.it!

Infographic: Brewing Up the Best Content

Infographic: Brewing Up the Best Content | Integrated Brand Communications | Scoop.it

There are many paths you can take when forming your content creation process. Some companies put their focus on creating as much content as quickly as possible, while others take their time and prefer quality over quantity.

Today’s infographic comes from ExactTarget and it shows us how the process of creating content can be analogous to making a great beer. It can come in different forms with different readers and goals in mind.

Like all great things, quality content isn’t made by one person. It takes a team to produce creative, memorable content. For every great author there is a team of editors, publishers, and other supporting members that help create that great story. Two heads are most certainly better than one.

 
Russ Merz, Ph.D.'s insight:

A useful infographic outlining 8 stages in the development of #marketingcontent as an analog to beer brewing. The message is that quality content requires thought, care and control.

more...
Alex Bartley Catt's curator insight, August 6, 6:26 PM

This graphic quickly illustrates the connection between brewing a quality beer and creating effective content for a marketing strategy. 

What quickly becomes evident is the importance of understanding your consumer through research with an emphasis on key insights. Like most effective marketing strategies - the process and planning is crucial. 

Chris Barrow's curator insight, August 10, 9:49 PM

For all marketing managers in dentistry who have the responsibility to create content

Scooped by Russ Merz, Ph.D.
Scoop.it!

Why Smart Brands Are Leveraging User-Generated Content

Why Smart Brands Are Leveraging User-Generated Content | Integrated Brand Communications | Scoop.it

Whether your brand is paying attention or not, the people who love your company are online creating content for you by sharing photos on Instagram or Twitter, using relevant hashtags on social media, leaving comments on your blog, writing their own articles and posts about your brand or creating videos about your product or services.

It’s called user-generated content. And it’s a content marketing strategy you should get on board with, if you’re not already.

 

Companies can work smarter, not harder, when they take advantage of user-generated content and let their fans do the heavy lifting for them. Here’s why.

Russ Merz, Ph.D.'s insight:

This articles outlines 4 reasons why #brands should consider using user generated content. (#UGC)

more...
Elise Hunter's curator insight, August 6, 2:10 AM

Marketing strategies have made companies jobs easier when it comes to user-generated content. PWOM is spreading and companies can take advantage of it.

Lauren Mackie's curator insight, August 6, 5:21 PM

Using Social Media is an effective method for promoting your brand. Social Media encourages 'user-generated content' this third party endorsement can benefit branding. Four benefits of engaging in this aspect of social media are:
1. Time Saving
2. Brand Loyalty
3. Sense of Community
4. Authenticity

Scooped by Russ Merz, Ph.D.
Scoop.it!

6 Ways to Derail Your Content Marketing Program

6 Ways to Derail Your Content Marketing Program | Integrated Brand Communications | Scoop.it

Almost every business claims to have a content marketing program. But modern content marketing is not simply a matter of slapping up content as a part of your marketing program. Real content marketing is a modern thing, catalyzed by a combination of social technology, business analytics and the changing needs of customers.

 

A real content marketing program is developed in concert with the needs of both sales and marketing. It acts both as education and to generate leads. It should be interactive. And smart content marketers figure out ways to solicit ideas for content from the customers and from outside the business.

 

There are many ways to successfully operate a content marketing program. But, more often, businesses become ensnared by common pitfalls and their content marketing efforts fail to produce. Here are the six most common failures of content marketing – as a content marketer myself, I’ve seen each of them debilitate otherwise promising programs.

Russ Merz, Ph.D.'s insight:

A great set of cautionary #contentmarketing failure points that every #brandmanager needs to know. Post on your bulletin board. 

more...
ManufacturingStories's curator insight, August 1, 6:27 AM

For more resources on Social Media & Content Curation visit http://bit.ly/1640Tbl

Scooped by Russ Merz, Ph.D.
Scoop.it!

How to Assemble and Build Your Content Marketing Team: iAcquire Blog

How to Assemble and Build Your Content Marketing Team: iAcquire Blog | Integrated Brand Communications | Scoop.it

The most effective content marketing teams are assembled from a strategic mix of talent with a strong “chief storyteller” at the helm. Content strategist Barry Feldman shares his tips and techniques along with those of other industry leaders for building a content dream team.

 

The marketing prophets have spoken. Us disciples have work to do. We need to put our heads together and work as a team. But wait a sec. You can’t work as a team until you have team.

You with me? If your company is a part of the massive majority focusing its efforts and resources on marketing the modern way—content marketing, that is—a serious challenge before you is creating a content marketing team who can take to the highly competitive game and come out a winner.

Tough stuff to be sure. Let’s attempt to uncover the qualities of the most effective content marketing teams, smart ideas for assembling yours, and trends that may help inform your decisions.

Russ Merz, Ph.D.'s insight:

Great guidelines for building a #contentmarketing team.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

That Diner Feeling: How Denny's Became A Weirdly Successful Content Marketer

That Diner Feeling: How Denny's Became A Weirdly Successful Content Marketer | Integrated Brand Communications | Scoop.it

Chief brand officer Frances Allen talks about Denny's content marketing success, how it manages its offbeat social media persona, and the five core principles driving it all.


When it comes to translating a marketing strategy, and a brand voice via real-time channels like Twitter, most marketers find it hard to get out of their own way--layers of approval, and the simple lack of understanding of what the brand voice even is, leads to banality, or worse. So how has Denny's, of all companies, managed to become a weird sort of beacon of content realness? Chief brand officer Frances Allen says the company’s strategy is an extension of five core principles of marketing, and it’s helped Denny's boost not only its cultural footprint but also its sales growth for 11 of the last 12 quarters.

Russ Merz, Ph.D.'s insight:

A case study of how Denny's found its #BrandVoice.

more...
Abbey Davis's curator insight, August 6, 3:42 PM

Brand personality should be authentic, engaging, exciting and should pull you in and make you feel like you have a relationship with this brand like you would with a friend. Denny's has stepped outside the box and built a brand personality that is brash, bold and humorous and people love it. The interaction through social media is astounding. 

 

One thing that really stood out for me reading this article is how Denny's took a leap and strived to break through the noise and clutter by taking risks and being bold. 

Scooped by Russ Merz, Ph.D.
Scoop.it!

How Big Businesses Use Colors to Affect Your Emotions [Infographic]

How Big Businesses Use Colors to Affect Your Emotions [Infographic] | Integrated Brand Communications | Scoop.it

How does the color in your logo make your customers and prospects feel? Here's a look at the emotions certain colors elicit and iconic business logos that use those colors.

 

Blue summons images of the sky and sea, which makes people feel such emotions as comfort, understanding, clarity, calm, and trust, according to the FinancesOnline's infographic.

 

"Green is associated with the harmony of nature," states the infographic. "What you feel is calm, relaxed, trust, peaceful, and hopeful."

Black conjures ideas of sophistication and boldness. "Black is associated with the formality and mystery of night," suggests FinancesOnline.

To find out more about logos, how much they cost, and how famous ones have evolved, check out the infographic:


Russ Merz, Ph.D.'s insight:

Another look at the relationship between the use of color in #brand communications and #emotional response.

more...
Paulette Steele's curator insight, July 28, 5:03 PM

Really interesting to see the impact of logos!

Rescooped by Russ Merz, Ph.D. from MarketingHits
Scoop.it!

Why Visual Content Matters in the Social Age [INFOGRAPHIC]

Why Visual Content Matters in the Social Age [INFOGRAPHIC] | Integrated Brand Communications | Scoop.it

I’m sure you know that visual content on social media can massively improve engagement. But just how important is it?

How about this: the human brain processes images 60,000 times faster than text. Accordingly, 90 percent of all information that comes to the brain is visual.

On the web, it’s estimated that 55 percent of all traffic will be video by 2016, and mobile video traffic will increase by 1800 percent. YouTube, Instagram and Vine are currently the best platforms to maximise video engagement, so are you utilising them to their full potential in your marketing campaigns?

Check the visual below for more statistics, which comes courtesy of Gryffin.


Via Brian Yanish - MarketingHits.com
Russ Merz, Ph.D.'s insight:

Great collection of #stats about the importance of visual communication for #brands. The unanswered question is how to manage the #contentquality of the visual elements.

more...
massimo scalzo's curator insight, July 27, 5:58 AM

Yes, it has been proved that Visual Content turboboosts Engagement !

Scooped by Russ Merz, Ph.D.
Scoop.it!

20 Captivating Content Marketing Facts In 2014 (Infographic)

20 Captivating Content Marketing Facts In 2014 (Infographic) | Integrated Brand Communications | Scoop.it

Content marketing has flipped the traditional marketing models from the push paradigm to pull. It’s about the law of attraction. It’s also inbound marketing (that has been with us for over half a decade) by a different name.

 

It is an art and a science that rewards creative content creators. It’s images,text, videos and podcasts.

 

The craft of content marketing is also many moving parts. It includes the disciplines of search engine marketing, email marketing and social media. You need to understand that making it work is about earned and paid marketing tactics that need to run in parallel if you want to be visible online.

Russ Merz, Ph.D.'s insight:

Some interesting #stats that #brands may want to consider when developing #contentmarketing strategies.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

35 Tools to Enhance Your Content Marketing Efforts

35 Tools to Enhance Your Content Marketing Efforts | Integrated Brand Communications | Scoop.it

Here is a comprehensive list of tools to help you get the most out of your content marketing efforts, broken down into five manageable categories.

Content does matter. It might be a cliché, but it will never steer you wrong when we are talking about your business. Every brand has a story to tell and at the pulse of this story rests the voice of your brand. Content marketing is all about storytelling. It is the unique story of your brand. While facts are dull and mundane, stories are fascinating. So make sure your story is interesting enough to reach your target audience.

Here is a comprehensive list of tools you can use to get started and boost your brand's content marketing efforts. To make it easy for you, we have divided these tools into five categories: content research and ideas, content organization, content creation, content promotion and distribution, and content marketing analytics and tracking. Take a look at the infographic and then get a detailed list of the tools below.

Russ Merz, Ph.D.'s insight:

A useful summary of #contentmarketing tools to aid in developing #brand stories.

more...
No comment yet.
Scooped by Russ Merz, Ph.D.
Scoop.it!

Content Marketing Best Practices for B2B Brands

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

Defining great content is no easy matter.

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

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

High Quality B2B Content Has These Identifiable Traits

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

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

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

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

Russ Merz, Ph.D.'s insight:

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

more...
No comment yet.