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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.

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

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Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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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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What Do CMOs Really Think About Their Agencies?

What Do CMOs Really Think About Their Agencies? | Integrated Brand Communications | Scoop.it

In our work with agencies throughout the US and Canada, we've noticed some constants.

Agency owners have a wicked sense of humor.Agency owners both hire and fire too slowly.Agency owners have a love/hate relationship with clients.

For the most part, agency owners like and respect their clients, but they're often frustrated by the games they have to play to get information, and they're never quite sure where they stand.

In many ways, the relationship is like a dysfunctional romance. When a client works with more than one agency, there are hurt feelings, and when the agency pushes for answers or more projects, the client feels backed into a corner.

Agencies can usually ferret out what the client is up to, but the attitudes and beliefs that lead to those actions are often hidden from view.

That's why, in Summer 2014, audience segmentation research firm Audience Audit partnered with Agency Management Institute (a consultancy that helps marketing, PR, digital, and advertising agencies be more successful) to conduct an original study exploring the reasons organizations hire agencies, what they're looking for, and how agencies can position themselves for relevance with their target customers.


Russ Merz, Ph.D.'s insight:

This article identifies three types of CMOs and describes how they make decisions when working with agencies in the development of marketing plans and strategies.

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WOMMA - Return on WOM Study

WOMMA - Return on WOM Study | Integrated Brand Communications | Scoop.it

What is the true value of WOM, online and off, relative to other marketing and media?

In June, WOMMA gathered some of the world’s leading brands and researchers and launched “Return on Word of Mouth,” a landmark study to finally answer this question, as well as ...

What are WOM’s direct and indirect effects on sales compared with those of other media?How do WOM and other media enrich and amplify each other?How does all this vary by category?What are the best practices for including WOM in marketing mix models?
Russ Merz, Ph.D.'s insight:

Some strong claims being made by WOMMA about their recent study on the effects of #wordofmouth (#WOM) marketing. However, until they release details about the methodology used, the veracity  of the findings, and their applicability to #brand strategy, will be questioned.

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Landor Associates - Landor’s 2015 trends forecast

Landor Associates - Landor’s 2015 trends forecast | Integrated Brand Communications | Scoop.it

A global leader in brand consulting, Landor creates agile brands that thrive in today’s dynamic marketplace using strategy, design, innovation, and naming.

 

What will the best brands of the future look like? Landor’s experts from around the world analyzed innovations, changes, consumer behaviors, and attitudes from a multitude of industries and global locales, and emerged with unexpected insights for 2015. Noteworthy and established trends are picking up steam and changing the branding game—from the rise of megacities to back-to-basics naming to personalized everything. Brands that are laser clear on what they stand for—and that never stand still—will lead the way. Here’s what you need to know.

Russ Merz, Ph.D.'s insight:

An interesting read from one of the leading brand consultancies about their take on the market forces that will affect #brands in 2015. Download the report free from this page.

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4 Social Media Disruptors of PR: Mixing Media & Message

4 Social Media Disruptors of PR: Mixing Media & Message | Integrated Brand Communications | Scoop.it

The power of social networks has dramatically and quickly transformed public relations in a way that very few could have expected.  Understanding how social media has disrupted modern PR helps us wrap our heads around aligning our communications programs in a way that puts both disciplines in lockstep in order to amplify our messaging.

 

Public relations is the original social media marketing: PR pros were looking to socialize communication on behalf of a company, with the ultimate goal being spurring engagement in a target audience.  (For more on that, check out this article on social PR.)  By the same token, social media marketing is the most public of relations: rather than having a middleman between the message and the medium, we interact directly with our consumers via our owned media channels.

With that in mind, both social media and PR programs share the same fundamental goal: to deliver communication that spurs positive action on behalf our brand, thus earning media (“impressions” or “reach”).  By understanding how social networks have disrupted the old PR paradigm, we can transform our programs with strategic campaigns that use the strengths of both disciplines to achieve quantifiable results.

Russ Merz, Ph.D.'s insight:

A very thought provoking article by Leslie Nuccio that describes how #socialmedia disrupts #PR communications programs. Keep for future reference.

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There Are Hidden Messages in These 40 Famous Logos: How Many Can You Find? [Infographic]

There Are Hidden Messages in These 40 Famous Logos: How Many Can You Find? [Infographic] | Integrated Brand Communications | Scoop.it

You’ve seen the logo thousands of times. It’s there as you drop off a package, it’s the place you get late-night ice cream, it's the network you turn on to watch your favorite Thursday night show.

But do you know what's hidden within those iconic logos you think you are so familiar with?

 

The infographic below shows 40 brand logos and the little-known messages their creators cleverly hid within the image. See how many you can spot.

Russ Merz, Ph.D.'s insight:

An interesting review of how 40 brands are using #logo designs to communicate attributes of their #brand to consumers. A very useful compilation for brand managers looking for inspiration.

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Cohn & Wolfe

Cohn & Wolfe | Integrated Brand Communications | Scoop.it

Cohn & Wolfe is a global communications & public relations agency renowned for its breakthrough creativity, award-winning brand marketing and world-class digital & social media campaigns.

 

Global study uncovers significant rise in consumer anger over brands that don’t exhibit authentic behaviors

Consumer anger about companies failing to protect their data increases 22 percentage points over 2013McDonald’s, Samsung and Apple rated the most authentic brands in the world87% of global consumers say it’s important for brands to ‘act with integrity at all times’, making it more essential than innovation (72%)

New York - October 29, 2014 - Nearly nine in 10 global consumers (87%) say it is important for businesses to act with integrity at all times, surpassing the number who rate striving to innovate (72%) and bringing unique products to market (71%) as factors in their buying decisions.
 
The third Authentic Brands report from global communications agency Cohn & Wolfe  canvassed the opinions of 12,000 consumers across 12 markets to examine the corporate behaviours valued in an authentic brand, as well as explore the inauthentic behaviours and corporate issues that were most likely to incite extreme anger.
 
“It’s becoming increasingly clear that being authentic is the ultimate crisis preparedness for brands,” says Donna Imperato, CEO, Cohn & Wolfe.  “No brand is immune to crisis, but we’ve seen again and again that those brands that act with honesty and integrity will recover faster and emerge stronger."

 

Russ Merz, Ph.D.'s insight:

The importance of #brand authenticity is explored in this global #marketingresearch study by #PR firm Cohn & Wolfe, its third on the topic. Some of the findings are surprising. 

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State of SEO Agencies - Infographic and Market Research -

State of SEO Agencies - Infographic and Market Research - | Integrated Brand Communications | Scoop.it

State of SEO Agencies - Infographic and Market Research compares and contrasts SEO agency and client perspectives with tips to improve your business.

 

SEO is a challenging field for service-providers and customers alike. The only absolute term in the industry is change. That does not only make it harder for SEO agencies to establish approved workflows but also causes insecurity in the potential client. How to choose an affordable SEO agency that best fits the company’s goals and needs? How to keep track with the activities put into practice and which KPIs to use for measuring the outcome? Wouldn’t an in-house SEO be the safer bet in the long run? Why outsource SEO at all? Isn’t SEO today just another word for content marketing anyway? The inbound marketers can take care of it.

 

In fact, the rather holistic approach to SEO nowadays might put the agencies’ right of existence in danger.The ones most adaptable to change will survive, is what they say. But what does that really mean for agencies specialized on search engine optimization? Is every SEO agency required to become an online marketing agency in the long run? Providing a broad variety of services – such as content marketing, online PR and link building – rather than focusing on a pet topic? And maybe even more important to know – is that what the customer really wants and needs?

 

Our infographic depicts the customer journey from first contact to retention from both (potential) client and SEO agency perspective. This direct comparison of supply and demand reveals gaps and interferences alike allowing a detailed and in-depth analysis of best practices and pitfalls along the way. The extensive market study eventually draws the big picture of a transforming sector.

 

Russ Merz, Ph.D.'s insight:

The research reported here is a one-of-a-kind pioneering effort that investigates the state of #SEO agencies today. The infographic and the report provide detailed descriptive #stats and other information about SEO agencies from the perspectives of the agencies and their clients. A very useful piece of research, well worth reading and referencing. 

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Seeing a Value in Simplicity

Seeing a Value in Simplicity | Integrated Brand Communications | Scoop.it

The 2014 Global Brand Simplicity Index ranked brands for how simple they were to use and understand, a quality of rising popularity among consumers and marketers.

 

WHETHER it is rendered poetically (“Simplicity is the glory of expression”) or pointedly (“Keep it simple, stupid”) Madison Avenue has embraced the idea of simplicity as a marketing tactic, spurred by growing interest among consumers in products and services they believe will make their lives less complicated or cluttered.

 

A notable example of the trend is an annual report, known as the Global Brand Simplicity Index, that has been compiled since 2010 by Siegel & Gale, the brand and corporate identity consultancy that styles itself as “the simplicity company.” The 2014 edition, being released on Wednesday, expands the report by adding a list that ranks so-called disrupters: new and newish companies like Ally, GoPro, Nest and Uber that seek to upend traditional marketing methods in categories like banking, retailing and transportation.

 

Siegel & Gale’s interest in simplicity began with a founder, Alan Siegel, who has long called for corporations and government agencies to simplify the way they communicate with consumers and the public. (Mr. Siegel retired from Siegel & Gale in 2012 and subsequently opened another firm, Siegelvision, where he continues to promote simplicity through efforts like a book, “Simple: Conquering the Crisis of Complexity,” that he wrote with Irene Etzkorn.)

Russ Merz, Ph.D.'s insight:

Yet another #brand index. This time from Siegel+Gale a well known branding agency. The focus here is on "simplicity" as the key differentiator for brands, as opposed to "authenticity", "loyalty", "valuable", "advocacy" , "reputation" or simply "the best", all of which serve as the basis for brand rankings by other purveyors of the genre. The premise here is that simplicity sells, is price inelastic, and drives stock value, all factors revealed and discussed in the report. It is worth reading if for no other reason than to see what S+G is up to, and maybe to pickup a few  #brandstrategy tips beyond (or in addition to) what some of the other entries in the crowded field of branded  "brand Index" reports have to offer. Maybe its time for a side by side performance comparison of each...if that is even possible. 

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Audio Now launch: in case you missed it... - RAB

Audio Now launch: in case you missed it... - RAB | Integrated Brand Communications | Scoop.it

The RAB’s new research project Audio Now has been released. The study used a mixture of quantitative and qualitative data as well as expert opinion from Les Binet to develop a wider understanding of the evolving audio market and what this means for advertisers.


Here’s a summary of the key points.

 

1.       Audio consumption is growing

The audio market is changing thanks mainly to new technology, increased ownership of connected devices and the fact that most audio content is device neutral. The rise of “on-demand” services also mean that people now have more choice than ever before – almost any type of audio is accessible anywhere and at any time of the day. Along with the growing audio ecology, lifestyle has also changed but audio is still able to satisfy the pressures of modern life. It’s for this reason that audio now reaches more people than ever before with total hours listened to each week growing by 6% from Autumn 2012, and are now closing in on 1.5 billion hours a week.

2.       Radio remains incredibly relevant within this new audio ecology

Due to the changing modern technologies a third form of audio has emerged alongside radio and owned music – “on-demand”. This includes non-live radio content, streaming services and online audio/video clips. Although on-demand audio has grown in recent years, it has not cut into radio consumption, which has remained stable and has held its position as the dominant format with 90% of adults tuning in every week. Even 15-24s who are the biggest users of “on-demand” audio still see radio as a central part of their audio experience. The reason for this being that radio is able to meet the need states created by the pressures of modern life.

3.       On Demand audio is complementary

These 6 need states were drawn out of the qualitative element of the research:

Lift my moodHelp me escapeAmplify the momentProvide social currencyKeep me in the loopBroaden my horizons

Both “on-demand” audio and live radio together are responsive to all of these need states. Radio is able to satisfy all 6 whereas “on-demand” is responsive to 5 of the 6 (excluding “Keep me in the loop”). Different need states are met more primarily by certain audio formats, for example live radio is most prevalent for “lift my mood”. Across all six of the need states on-demand audio and live radio are seen to be incredibly complementary to each other in being able to satisfy the pressures of modern life.

4.       For advertising purposes it should be live commercial radio PLUS on demand audio

From an advertising perspective live radio still remains the dominant commercial audio format, even for listeners 15 -24. If we exclude non-commercial formats such like BBC radio and podcasts and subscribers to streaming services, live radio continues to be the key audio format for reaching an audience with your message – accounting for  71% of commercial audio for 15–24s and 93% for 25+ adults.

5.       Audio advertising is very powerful and shouldn’t be undervalued

Supply and consumption of audio are both increasing and audio advertising shouldn’t be undervalued. Les Binet explained that the use of radio can increase the fame effect by over 10% and increases advertiser profit margins by over 25%.  Whilst it is clear that audio advertising adds substantial value, radio only takes 6% of all display advertising despite  it accounting for 22% of all time people spend with media (Source: IPA TouchPoints 5). This suggests that the advertising industry is underinvesting in audio advertising and missing opportunities to increase fame, ROI, profits and sales efficiency!

If those five main headlines have piqued your interest then head on over to our Audio Now microsite where you can find more details, the full report, slides from yesterday’s presentation and video clips from the qualitative research all available for you to download here: http://goo.gl/qXB0Kv

 

Russ Merz, Ph.D.'s insight:

A great research report about the relevance of audio in the lives of listeners, one of the few I have seen. The report summarizes five key findings and provides some solid strategic and financial performance reasons (e.g., ROMI) for why it needs to be part of a #brand #mediaplan.  A must read by #brandmanagers!

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In U.S. Retail, Brand Equity Drives Where Consumers Fill Their Baskets

In U.S. Retail, Brand Equity Drives Where Consumers Fill Their Baskets | Integrated Brand Communications | Scoop.it

Fragmentation is not exclusive to media. People have a wealth of choice in terms of where they shop—more than 24,000 new retail stores have opened in the U.S. since 2009—and retailers are constantly innovating new ways to engage consumers. Improved economic prospects are helping many U.S. consumers feel more comfortable about spending their discretionary money, but access to information has never been greater, which means Americans are savvier than ever when it comes to where and how they shop.

 

So as channels expand, information levels intensify and new behavioral norms take hold, retailers and consumer product companies need to understand what drives people to stores, how to capitalize on the money consumers spend on each trip, and how to keep customers loyal.

 

Given the choices and channels prevalent today, Nielsen conducted a recent study across the grocery, mass merchandise, club, dollar, drug and convenience channels to better understand the choices U.S. consumers are making when they shop and what’s driving them to make return trips or try something new. The findings from the survey highlight two related points: there is a strong correlation between brand equity and retailer success; and brands with strong equity command a large portion of shoppers’ wallets.

 
Russ Merz, Ph.D.'s insight:

Research reported here by Nielsen shows a predictive relationship between the Nielsen Store Equity Index (NSEI) and retailer shopper #shareofwallet. The article also identifies the top 10 of 25 attributes with the strongest contribution to store equity for different types of retailers. A very worthwhile read.

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2015 Social Media and Content Trends for B2B Marketers [INFOGRAPHIC]

2015 Social Media and Content Trends for B2B Marketers [INFOGRAPHIC] | Integrated Brand Communications | Scoop.it

It’s that time of year again.

Time for the predictions, assumptions and insights about the coming year to make their way into the mainstream.

Staying up to date and relevant has never been more important for marketers. Over the last decade, we’ve seen dramatic shifts in online marketing, which if left ignored can have a detrimental impact on your ability to drive growth.

At the heart of the matter is the intersection of social media and content marketing. You can’t have one without the other: effective social media engagement requires rich content and good content needs a viable distribution channel.

To help shed some light on what’s in store for 2015 (and look at how 2014 has played out so far) the Content Marketing Institute and MarketingProfs have once again combined their efforts to release the 2015 B2B Content Marketing Report.

While you can read the full report here, I’ve pulled out some of the more interesting social media stats (below) and included an infographic that we created to give you a helpful snapshot of the key takeaways.

Russ Merz, Ph.D.'s insight:

A nice compendium of #stats about the state of B2B #contentmarketing and the challenges for the future. Includes a lik to a complete report that is very detailed.

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Socialbakers Aims To Simplify Analytics With Social Health Index

Socialbakers Aims To Simplify Analytics With Social Health Index | Integrated Brand Communications | Scoop.it

How healthy are your business’ social media efforts? It’s a simple question with few simple answers, often leading down a rabbit hole of analytics data.

 

Socialbakers believes it can help businesses out of that hole. Today the social media analytics and optimization company announced the release of the Social Health Index, developed in partnership with Lenovo, one of its customers.

 

The index, which is available to Socialbakers customers through its executive dashboard, tracks a business’ social activity across multiple social networks, giving it ratings in four categories:

Participation – in a social conversationAcquisition – of new fans and followersRetention – of those fans and followersSharability – of content you publish or curate

From those components, Socialbakers calculates health index numbers — on a 100-point scale — for Facebook, Twitter and YouTube and for the overall effort. (To account for big fluctuations or one-off spikes, the company bases the ratings on the median value of each element).

Russ Merz, Ph.D.'s insight:

A new #socialmedia marketing benchmarking tool has arrived on the on the scene--the Social Health Index by Socialbakers. It is not clear what time interval the index covers, whether it is a rolling index or point in time. Plus, I wonder if it accounts for the differences in the market sizes of the brands within the cohorts. Lots of unanswered questions.

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Reorganize, Rewrite and Retire Content | Marketing Technology Blog

Reorganize, Rewrite and Retire Content | Marketing Technology Blog | Integrated Brand Communications | Scoop.it

There’s always such a giant demand for new content that most of us are simply struggling to keep up with writing compelling content that provides value to our audience. Thisinfographic from Marketo on maintaining great content is solid advice.

Reorganize – I might use repurpose as the term for this, but we often utilize research, stories and graphics across a spectrum of mediums as we develop content. We might do some research for a webinar, but also write an accompanyingwhitepaper and a representative infographic and blog post to promote them. Not everyone digests content the same way, so telling your story and optimizing them across mediums is highly effective.Rewrite – we have some posts on technologies that have really evolved. Rather than write a new post on the evolution of the product, we now enhance the original posts and update them. There’s a HUGE advantage to doing this – by maintaining the integrity of the URL, social sharing stats can be added to and search engine rankings can be not only retained, but even improved if the post is optimized well!Retire – this one was tough, but we’ve done it. We were easily over 5,000 posts on this site but there were easily over 1,000 posts that were irrelevant or totally out of date. Some were events from the past, others were outdated technologies, and still others were products that no longer existed. The fact that you had taken the time to write something to delete it later brings a little tear to my eye… but I’d rather have my content focused on topics that are still relevant.
Russ Merz, Ph.D.'s insight:

Good guidelines for managing and extracting value from #digital #marketingcontent.

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Measure What Matters Most: A Marketer's Guide – Think with Google

Measure What Matters Most: A Marketer's Guide – Think with Google | Integrated Brand Communications | Scoop.it

To make sense of today's complex customer journey, better measurement is critical. In this guide, we'll look at the four tenets of measurement-focused marketing: choosing the right metrics, focusing on your best customers, valuing the customer's whole journey to purchase and proving impact. Used collectively, these tenets can improve campaign success.


It’s no secret that it takes many marketing touchpoints to connect with a customer, find a quality lead or make a sale. But how do you know the right message to deliver at each point in that journey? How do you ensure that your investments are working and that you’re not wasting money and resources—or worse, alienating your customers?

Better measurement is the answer. It’s the key to understanding and making the most of these interconnected touchpoints, but it's not always top of mind when building marketing campaigns. Lay your measurement foundation first—before you dive into the creative work—and you can achieve more with marketing.

Russ Merz, Ph.D.'s insight:

Here is a very useful guide that lays out the four tenets of a measurement-based approach to #digital marketing.

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Brands & Bands: The Value Exchange | FRUKT: Smart ideas in music and entertainment

Brands & Bands: The Value Exchange | FRUKT: Smart ideas in music and entertainment | Integrated Brand Communications | Scoop.it

Brands & Bands: The Value Exchange is an in-depth look at how brands and artists value one another in today’s new partnership economy.

 

In collaboration with Next Big Sound, a leading provider of music analytics and insights, FRUKT unpacks the real 'value' at the heart of brand and entertainment partnerships. 

 

Despite what some may think, it’s not all about cold hard cash and netting the biggest celebrities. There are a multitude of additional values that come in to play as part of the deal, and through qualitative and quantitative research this report showcases the extended benefits available for both artist and brand.

Russ Merz, Ph.D.'s insight:

This white paper is a unique look at the potential value for #brands from collaborating and co-creating with the music economy. A thought provoking and inspirational read. There may be a new "renaissance" on the horizon.

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Is Your Business Making Any of These Common Social Media Mistakes? | Marketing Technology Blog

Is Your Business Making Any of These Common Social Media Mistakes? | Marketing Technology Blog | Integrated Brand Communications | Scoop.it

Is Your Business Making Any of These Common Social Media Mistakes? by Douglas Karr on Marketing Technology Blog

 

Since social media strategies continue to evolve, the analysis tools are improving, and I continue to be surprised by what works and what doesn’t work – I often don’t tell people they’re doing something wrong on social media. What may be a mistake on my timeline may be a great strategy on yours. It depends largely on what your audience is expecting and whether you’re fulfilling that expectation.

That said – there are some baseline fundamentals that every business should keep in mind and Jason Squires has done a solid job of illustrating them here in this infographic.

Here are the top 5 mistakes – read the infographic for the rest!

Focusing on quantity of followers over qualityAdding to the noiseSpreading yourself too thinLacking a personalityNot converting your followers
Russ Merz, Ph.D.'s insight:

A useful compilation of 9 key social media marketing (#SMM) mistakes that brands make. Keep for reference when planning that next social campaign.

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Publishers' Top Email Marketing Pain Points [Infographic]

Publishers' Top Email Marketing Pain Points [Infographic] | Integrated Brand Communications | Scoop.it

More than half (54%) of companies in the publishing industry say list growth is a major email marketing pain point, according to a recent report from FOLIO and Lyris.

 

Publishers' other top email pain points include dynamic content/personalization (42% cite as an issue), list maintenance (41%), mobile optimization (33%), analytics (33%), segmentation (30%), and content automation (29%).

 

Below, additional key findings from the report, which was based on data from a survey of 182 respondents from various sectors of the publishing industry, including B2B, consumer, and association publishers.

 

Email Priorities

60% of respondents say growing their list size is a top email priority for next year.58% see improving list/data quality as a top priority and 39% want to focus on optimizing messages for mobile devices.Personalization/dynamic content only ranks sixth as a priority for next year despite being cited as the second biggest email pain point by publishers.

 

Mobile Optimization

34% of publishers say their emails are fully optimized for mobile devices.31% say their messages are partially optimized for mobile and plan to complete the process in the next 12 months.19% have not optimized for mobile but plan to begin in the next 12 months.16% have not optimized for mobile and are not sure where to start.

 

Russ Merz, Ph.D.'s insight:

Looking for some thought starters about the development and management of a brand's #email campaign?  This #infographic outlines four key problem areas and provides a prescription. 

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2014 PR News and PR Newswire Survey: PR and Marketing Are Aligning, Now What?

2014 PR News and PR Newswire Survey: PR and Marketing Are Aligning, Now What? | Integrated Brand Communications | Scoop.it

PR News recently released the findings of a survey conducted with PR Newswire into the alignment of PR, marketing and advertising. At the highest level, our joint survey revealed a true movement toward alignment across the three disciplines—but it is important that we take a deeper look at the results and not “call it a day.”

 

There is still much work to be done to ensure that these departments, agencies and practitioners are truly working together in additive, differentiated ways, and not simply cannibalizing each other’s efforts.

 
Russ Merz, Ph.D.'s insight:

A brief summary of recent research done by PR Newswire that examined the alignment of PR, advertising and marketing.

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Three Emerging Trends Drive Digital Business

Three Emerging Trends Drive Digital Business | Integrated Brand Communications | Scoop.it

The road to digital business starts with ubiquitous “smart” things that will range from contact lenses that measure blood glucose to complex industrial turbines that can predict a failed bearing before it happens.

This proliferation of devices is part of a “virtuous circle of smart things,” where falling costs inspire increased connectivity, leading to greater functionality, growing diversity (in the types of smart things) and then, rising ubiquity in the volume of smart things.

In his talk at Gartner Symposium/ITxpo, Steve Prentice, vice president and Gartner Fellow, highlights the confluence of three interrelated emerging trends that IT leaders should assess as they pursue digital business initiatives:

Democratization of TechnologyThe Physical and Digital Worlds Blur Leading to DematerializationDisintermediation
Russ Merz, Ph.D.'s insight:

A concise summary of three major trends driving #digital business.There are major implications for #brand management with each of them.

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Aileenexa's curator insight, November 9, 10:14 PM
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Chris Boulanger's curator insight, November 12, 11:51 AM

A very smart way of thinking about the future of technology both as a consumer and as an enterprise.

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Big Moose Is Watching You

Big Moose Is Watching You | Integrated Brand Communications | Scoop.it

When it comes to smart use of customer data, L. L. Bean makes other retailers look rubes.

 

A century ago, in Freeport, Maine, a shrewd outdoorsman named Leon Leonwood Bean decided to dox the guts out of some out-of-state hunters in hopes of taking their money.

 

Dox, that is, in 1912 terms. In that steampunk framework, doxxing meant that Bean got his hands on a mailing list of men who held nonresident Maine hunting licenses. These men were sitting ducks — if you will—to his pitch for rugged field-and-stream equipment that allegedly worked wicked well in the wet-dry terrain Way Down East. A lifelong salesman who as a kid sold steel traps and dead deer to anyone he could find, Bean had acquired the salesman’s holy grail: a list of near-perfect leads.

 

Data Asset Number One.

 

Bean then devised a four-page piece of direct-mail marketing and used it to cajole the listed hunters into buying, sight unseen, some ugly-duckling lace-up boots that were part rubber and part leather. You couldn’t be a true deerslaying Mainer without them. Bean’s cobblers ginned up these would-be waterproof “hunting shoes” — almost as an afterthought. Like salesmen immemorial, Bean put his faith not in his goods, but in his leads and his rhetoric, which made the Maine Hunting Shoes sound revolutionary before they even existed.

 

Bean’s one truly inspired touch that first time out: If his customers were, for any reason, disappointed with the boots, they could get their money back — or a brand-new pair. Disappointed they were. Appalled. Fully 90 percent of the buyers of the first Bean boots wrote to say they hated their boots — which crumbled after a few jaunts — and they wanted a refund.

Russ Merz, Ph.D.'s insight:

A great read about how L.L.Bean has been using #customerdata to improve #customerexperience for over 100 years. Plus I learned a new word "Dox" that should be useful in Scrabble matches.

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B2B Content Marketing Trends for 2015 [Infographic]

B2B Content Marketing Trends for 2015 [Infographic] | Integrated Brand Communications | Scoop.it

What does the next year hold for B2B content marketing?

 

The following Uberflip infographic offers a glimpse at B2B content marketing's future.

 

The infographic is based on MarketingProfs' and Content Marketing Institute's B2B Content Marketing Benchmarks, Budgets, and Trends—North America report.

 

A whopping "70% of content marketers are creating more content than they did one year," states the report. Unfortunately, only 21% say they are successful at tracking ROI.

 

The top five organizational goals for B2B content marketing are brand awareness (84%), lead generation (83%), engagement (81%), sales (75%), and lead nurturing (74%).


To find out more about B2B content marketing trends, check out the following infographic. (You can also read the full report from MarketingProfs and the Content Marketing Institute.)

 

Russ Merz, Ph.D.'s insight:

Looking for some guidelines about what 2015 will bring to the world of #B2B #contentmarketing? Here's a nice summary of some of the top trends, challenges and goals cited by B2B marketers in a recent survey.

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Markit Strategies & PR's curator insight, November 8, 2:34 PM

Top 2 goals of #B2B content #marketing is #brand awareness and #lead generation.  Absolutely agree!

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The 10 Essential Elements Of A Content Engine

The 10 Essential Elements Of A Content Engine | Integrated Brand Communications | Scoop.it

Content marketing is a critical component of your company’s marketing strategy. In order to be successful marketing with engaging, educational or entertaining content, it’s essential that you have a “content engine” in place.

 

What’s a Content Engine?

A content engine is the people, processes and tools that deliver high quality, targeted and consistent content in a variety of media types including blog content, webinars, ebooks, infographics and slides.

So what’s required to develop a Content Engine for your business? How do you develop the capabilities to produce powerful content that separates you from your competition, attracts prospects and appears more than once in a blue moon?

 

Russ Merz, Ph.D.'s insight:

This article does a great job of laying out  some very useful guidelines for developing a #contentmarketing  strategy.

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Brand enthusiasts: Who they are, and how can they help you

Brand enthusiasts: Who they are, and how can they help you | Integrated Brand Communications | Scoop.it

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

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

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

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

Russ Merz, Ph.D.'s insight:

A review of some recent research investigating #brand enthusiasts. A number of dimensions are described such as demographics, purchase behaviors, shopping channel preferences, marketing message responsiveness, and social media usage. 

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Liza Viana's curator insight, October 28, 10:29 PM

Brand loyalists can play a key part in your business's growth, particularly on social media platforms. The power of personal recommendations and word-of-mouth is so strong among today's consumers. Here's how they can help...

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How 7 Brands Are Creating A Variety Of Engaging, Consistent Content

How 7 Brands Are Creating A Variety Of Engaging, Consistent Content | Integrated Brand Communications | Scoop.it

Content marketing is hard. There, I said it. We can all breathe a sigh of relief now that we’ve admitted the truth. Unfortunately, though, that doesn’t relieve us of our duty to create fresh, engaging and conversion-worthy content. That means we have to come up with a plan—a good plan—for creating not just quality content, but content that improves our bottom lines. Content we can be proud of.

If the first step is admitting the problem, the second step should be identifying the culprits. According to the 2015 B2B Content Marketing Benchmarks, Budgets and Trends report, content marketers, like all of us here, still struggle with creating top-notch content. Top content marketing challenges for B2B companies include:

Producing engaging content (54 percent)Producing content consistently (50 percent)Producing a variety of content (42 percent)

Overcoming these challenges boils down to one thing: good ideas. When the creativity is flowing, it is easy (well, easier) to create a range of engaging content consistently.

To that end, let’s take a look at some companies—big and small, B2B and B2C—getting content right. Perhaps it will spark some ideas of our own.

 

Russ Merz, Ph.D.'s insight:

A great set of #contentmarketing case studies by Brianne Rush illustrating how the brands  highlighted in the article overcame the three top marketing challenges to success.

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