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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.

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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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Content Creation vs. Content Sharing #INFOGRAPHIC

Content Creation vs. Content Sharing #INFOGRAPHIC | Integrated Brand Communications | Scoop.it

Anyone who has done any blogging or helmed a brand’s social media account for any length of time knows a simple rule of the Internet: Content is key. After all, if you have nothing to say why should anyone listen?

 

One of the hardest lessons to learn when promoting a brand online is the relationship betweencontent creation and content sharing. Yes, the brand’s official account should emphasize and help promote and spread the brand’s message, but that’s not all it should do.

 

Nobody likes sitting down to dinner with a self-absorbed narcissist who does nothing but talk about themself in the third person for hours at a time. Don’t make the same mistake with your Twitter or Facebook accounts.

 

This infographic from Rebuild Nation helps explain the difference between Content Creation (creating and promoting your own content) and Content Sharing (sharing newsworthy and timely content from others that still falls within the bounds of your brand’s scope).

Russ Merz, Ph.D.'s insight:

Do you know when its appropriate to create versus share #marketing #content? Here are some points to remember. 

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Quiz: Can You Match These Taglines With the Right Brands?

Quiz: Can You Match These Taglines With the Right Brands? | Integrated Brand Communications | Scoop.it
So many taglines, so little time to remember what they were selling. Taglines are a great way for a brand to let its personality shine through. There are just so many out there that it's often hard to remember which brand actually said it.
Russ Merz, Ph.D.'s insight:

Quiz Time! How good is your aided #brand recall?

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4 Elements to Drive Lead Generation with Marketing Automation | Marketing Technology

4 Elements to Drive Lead Generation with Marketing Automation | Marketing Technology | Integrated Brand Communications | Scoop.it
4 Elements to Drive Lead Generation with Marketing Automation by Douglas Karr on Marketing Technology
Russ Merz, Ph.D.'s insight:

Do you know how to generate leads with#marketingautomation  ? Here is a review of the four essential elements.

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6 clever persuasion techniques in web design | Web design | Creative Bloq

6 clever persuasion techniques in web design | Web design | Creative Bloq | Integrated Brand Communications | Scoop.it

How do you get website visitors to do what you want? Jerry Cao outlines some clever techniques.

 

The eternal challenge in web design is balancing user needs with business needs. Your design should always serve the intersection of the two paths.

 

Get some help choosing a great website builder here

Colleen Roller, senior user researcher at Merrill Lynch, provides us some tips for improving user decision-making. Some of these tactics are adapted for digital content from interpersonal communication skills and even sales techniques.

Russ Merz, Ph.D.'s insight:

Want to make your brand's #website more persuasive? Here are 6 ways to do it.

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The History and Evolution of Automobile Logos | Marketing Technology

The History and Evolution of Automobile Logos | Marketing Technology | Integrated Brand Communications | Scoop.it

The History and Evolution of Automobile Logos by Douglas Karr on Marketing Technology

 

Visual identify is more important than a lot of people believe. A logo doesn’t simply represent a brand, it often has multiple meanings and can even trace the history of a company. Many companies are resistant to changing a logo. They may have either spent a lot of money branding, or they’re concerned about the cost and effort required when rebranding.


 
Russ Merz, Ph.D.'s insight:

Here's an infographic for all you #gearhead marketers out there!

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Presumptuous Brand Content a Big Turnoff for UK Consumers - eMarketer

Presumptuous Brand Content a Big Turnoff for UK Consumers - eMarketer | Integrated Brand Communications | Scoop.it

The proliferation of digital device ownership in the UK, and the subsequent rise of the buzzword “personalization,” paints this lovely image of brands learning things about their audience and serving up content tailored to them on a device convenient to them. It’s not as easy as that, of course, and delivering on this promise of personalization is a delicate balancing act, with UK consumers ready to rail against any missteps. 

 

A March 2015 survey from YouGov, commissioned by digital media agency One Two Four, asked UK internet users what types of content would make them think less of a brand. The No. 1 response cited by half of the survey sample was an obvious one—intrusive content. Barge your way in front of folks, and they’re going to be turned off your brand, of course. However, the second most popular response was more subtle, and perhaps speaks to the fact that personalization is very often not working—content that assumes things about me, cited by 43% of respondents. 

Russ Merz, Ph.D.'s insight:

Is there a "dark side" to advertising #personalization? Recent research suggests that there is.

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Use Data to Help Your Engagement Conundrum

Use Data to Help Your Engagement Conundrum | Integrated Brand Communications | Scoop.it

Too many marketers look at content engagement as an art form. They fail to validate their content strategy and content topics against their customers’ needs and wants.

Content marketing is often conceptualized as the overlap between what the audience is interested in and what the company wants to say. Yet more often than not, marketers measure and value the company  side of this Venn diagram to a much greater extent than the audience side.

Russ Merz, Ph.D.'s insight:

Looking for a way to validate the relevance of your content marketing to your target audience? Here some thoughts about how to do it.

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

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

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

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Content That Fits Your Marketing Strategy to a Tea Infographic

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

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

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

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

 
Russ Merz, Ph.D.'s insight:

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

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

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

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

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

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

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

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

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

Russ Merz, Ph.D.'s insight:

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

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Why Brands Need Their Own Community

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

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

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

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

Russ Merz, Ph.D.'s insight:

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

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

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

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

 

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

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

So what is motivating Social Media users to stop connecting?

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

Russ Merz, Ph.D.'s insight:

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

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

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

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

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

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

http://digitalstrategies.co.uk

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what great brands do - infographic - Denise Lee Yohn

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

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

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A Better Way to Map Brand Strategy

A Better Way to Map Brand Strategy | Integrated Brand Communications | Scoop.it

Figure out where you are on the distinctiveness-centrality spectrum.

 

Striking the right balance between centrality and distinctiveness is critical, because a company’s choices influence not just how the brand will be perceived, but how much of it will be sold and at what price—and, ultimately, how profitable it will be. And yet, marketers have lacked the tools needed to get this balance right. Traditionally, companies have analyzed brand positioning and business performance separately: To locate gaps in the market and gauge how people feel about their brands, marketers have used perceptual positioning maps, which typically represent consumers’ perceptions of brands or products on opposing dimensions, such as budget versus premium or spicy versus mild. To assess performance, they have used a different set of strategic tools that map or measure brands on yardsticks such as market share, growth rate, and profitability.

 

In this article, we present a new approach called the centrality-distinctiveness (C-D) map, which to our knowledge is the first tool that allows companies to directly connect a brand’s position on a perceptual map with business outcomes such as sales and price. Using the tool, managers can determine a desired market position, make resource allocation and brand strategy decisions, track performance against competitors over time, and evaluate strategy on the basis of results. In the process, they will find that centrality and distinctiveness need not be contradictory goals; companies may choose to pursue both—and benefit substantially.

 
Russ Merz, Ph.D.'s insight:

Can you connect your #brand position to performance outcomes? Here's a tool that may help. 

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Foglino's curator insight, May 26, 5:26 AM

This is a universal approach to helping define brand strategies

Eloquens's curator insight, May 28, 5:20 PM

Knowing your market and how your positioned is vital. This new of mapping your brand position is a valuable new tool.

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Infographic: What's Changed, and What Hasn't, in 100 Years of Brand Storytelling

Infographic: What's Changed, and What Hasn't, in 100 Years of Brand Storytelling | Integrated Brand Communications | Scoop.it
Much has been made about how modern communication—even as it accelerates exponentially—is returning in some ways to more simple, even primitive forms. Paul Adams, at the time the global head of brand design at Facebook, put it succinctly at Cannes in 2012 when he said the social web mimics pre-industrial times.
Russ Merz, Ph.D.'s insight:

Did you know that #brand #storytelling has come full circle in the last 100 years? This inforgraphic illustrates how it happened.

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Content Marketing is a Balance of Curation and Creation | Marketing Technology

Content Marketing is a Balance of Curation and Creation | Marketing Technology | Integrated Brand Communications | Scoop.it

Content Marketing is a Balance of Curation and Creation by Douglas Karr on Marketing Technology

 

As we review topics on the Marketing Technology Blog to write about, we research their popularity as well as the content that’s already been published. If we believe we can update the topic and add additional details that are key to the topic – we typically take on the task of writing it ourselves. If we believe we can better illustrate the topic through images, diagrams, screenshots or even video – we’ll also take it on.

A good example of this was responsive design. We read a ton of articles out there – there was no shortage! However, when we identified that we could produce a video that explained it well, an article that pointed to its advantages, and an infographic that we could share that someone else had created… we knew we had a winner.

Our push isn’t just to write, it’s to share the best content we can develop. And if you follow the Marketing Technology Blog on Twitter, Facebook, or anywhere else, you’ll see that we share a ton of content from sites that are very much competing with us for our audience. Why? Because if we can’t do a better job explaining it, why not add value to our audience by sharing the amazing content of others?

Russ Merz, Ph.D.'s insight:

Looking for some guidance about what type of content your brand should post online? Here are some useful guidelines.

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Are Celebrity Endorsements a Viable Marketing Option? | Marketing Technology

Are Celebrity Endorsements a Viable Marketing Option? | Marketing Technology | Integrated Brand Communications | Scoop.it

Do celebrity endorsements work from Britney Spears, David Beckham, Nicole Kidman Ellen Degeneres, Catherine Zeta Jones, the Kardashians, Beyonce, Rihanna, and Donald Trump?

 

Celebrity Endorsement has always been seen as a viable option for companies to promote their products. Many companies believe having their products associated with a popular celebrity will help drive sales. Consumers seem unsure of their influence with 51% stating that celebrity endorsement makes little to no difference on their purchasing decisions.

 

While the ROI on many marketing techniques is measureable – ROI on celebrity endorsements can be more difficult to quantify. There are many potential benefits associated with celebrity endorsements but there are also many potential pitfalls that need to be monitored carefully.

 

These pitfalls are created when you rely solely on one celebrity to promote your product. The reputation of your company is potentially in the hands of one person whose image can change overnight as a result of some celebrity scandal. Is it really worth running this risk?

 

As a result of this, the success of celebrity endorsements vary greatly and it really is a case of some working and others not. The importance of choosing an appropriate celebrity is paramount to minimizing the risk of negative publicity for your company. It is worth keeping in mind that the risks associated with celebrity endorsement can never be nullified completely, and reacting to the negative impact of celebrity endorsement will need to be dealt with carefully.

This infographic from Sign A Rama Toronto provides you with the statistics on how influential celebrity endorsement really is, as well as the stories behind the successful and unsuccessful celebrity endorsements throughout the years.

Russ Merz, Ph.D.'s insight:

Do celebrity endorsements benefit brands? This age old brand strategy question is addressed in this infographic. The evidence provided may surprise you. 

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New Infographic Reveals the Value of…Infographics!

New Infographic Reveals the Value of…Infographics! | Integrated Brand Communications | Scoop.it

Is the infographic dead? Why don’t we ask the traditional press release?!

VentureBeat declared that breed of jpeg DOA way back in January 2013…and many journalists would probably agree with them.

 

But you know that pitches are always better when they have visual media, right? And there’s no better way to tell a story than with an image…

 

Here, via the content marketing folks at OneSpot, is an infographic designed to convince you to keep using infographics. It’s “super ultra mega meta.”

Russ Merz, Ph.D.'s insight:

Need some guidelines for developing an #Infographic? Here they are...in an Infographic!

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Patrick Findlay's curator insight, May 7, 4:07 AM

If you are not in the visual content bandwagon, now might be the best time to jump on and get your infographics on :)

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Quiz: Can You Match the Brand With Its Original Logo?

Quiz: Can You Match the Brand With Its Original Logo? | Integrated Brand Communications | Scoop.it
Logos can say a lot about a brand, and just as companies and products change over time, so too do their icons. Even the most high-profile companies are constantly tweaking their visual branding, sometimes with a dramatic overhaul and sometimes in far more nuanced ways.
Russ Merz, Ph.D.'s insight:

How good is your brand knowledge? Here's a quiz that's fun and tests your memory about brand logo development. Knock yourself out!

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Brand vs. Non-Brand: Measurement Is Key

Brand vs. Non-Brand: Measurement Is Key | Integrated Brand Communications | Scoop.it

As search professionals, we all know that measuring our campaigns is the first key to developing a strong and competitive presence in search. Without a consistent and planned measurement framework, we’re unable to uncover or make impactful optimizations to our search campaigns. But what if I told you that you might be incorrectly measuring your efforts in search?

Top line measurement should always tie back to your goals for the channel, like 10 percent revenue growth year-over-year (YoY), and your primary KPIs, whether that is cost per acquisition (CPA), cost per lead (CPL), return on ad spend (ROAS), etc. A great report that provides more detail, will also include secondary and diagnostic KPIs, and will help call out any issues. However, there should be a difference in how you measure top line performance for your brand vs. your non-brand search efforts. Sounds simple, I know, but most advertisers actually forget that these two campaign types serve completely different goals.

So, what’s the difference? Brand searches are seen as high-intent and almost always lead to a high ROAS if managed correctly. If a searcher is looking for your brand, they are lower down the conversion funnel and closer to purchase. Non-brand searches show less intent for a searcher, but showing your ads on these terms can create awareness for your brand. Non-brand campaigns don’t typically drive a high ROAS, so I like to segment my brand and non-brand campaigns into different reports and measure them separately.

 

Russ Merz, Ph.D.'s insight:

Do you segment search terms into categories that relate to different degrees of brand interest or knowledge? If not, here is a useful way to do it--the "search funnel".

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Marketers Are on the Prowl for Better Customer Experiences Infographic

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

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

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

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

Russ Merz, Ph.D.'s insight:

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

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

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

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The Changing Landscape for Social Media and Marketing [INFOGRAPHIC]

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

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

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

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

Russ Merz, Ph.D.'s insight:

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

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

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

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

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

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

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

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Content Marketer: 8 Metrics to Conquer Fear of Measurement

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

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

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A business-oriented content measurement framework - iMediaConnection.com

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

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

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

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

Russ Merz, Ph.D.'s insight:

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

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

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

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

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

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

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

 

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

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

 
Russ Merz, Ph.D.'s insight:

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

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