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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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What Social Media Platforms Are Right For Your Brand?

What Social Media Platforms Are Right For Your Brand? | Integrated Brand Communications | Scoop.it

Brands need to be present wherever audiences invest their time and attention. Increasingly, that means social media. U.S. audiences spend a half-hour to three hours daily on social media. Social media is one of the largest time buckets on mobile.

 

Brands and businesses that are invisible on social media will miss a chance at engagement that their competitors might seize. More importantly, there are already well-known cases of brands that successfully revitalized their images or launched themselves thanks to social media wins. The benefits to a successful social media brand presence are significant, even if the route to get there isn't clear-cut.

The first step is choosing the right platforms to invest time and resources in. Which platforms to be on is a crucial question, even for the most deep-pocketed brands.



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How much content do you need? Here's a formula

How much content do you need? Here's a formula | Integrated Brand Communications | Scoop.it

Figuring out how much content you need is a tough question, but Jay Baer supplies an easy formula to get you started.

 

The real answer is that you need to answer every question your customers have about you and your category, and that list will continue to grow over time. But telling someone “infinity” is a pretty unsatisfactory (and scary) response, so here’s what I said, and what I think you should do in your business.

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Your Content Strategy: Defining Paid, Owned and Earned Media - Business 2 Community

Your Content Strategy: Defining Paid, Owned and Earned Media - Business 2 Community | Integrated Brand Communications | Scoop.it

Before getting into the specifics of a converged media content strategy, it’s important to first get a better understanding of the meaning of paid, earned and owned media. Paid media is often considered to be “traditional advertising” and includes banner ads, paid search marketing, sponsorships and content syndication. Paid media initiatives usually target prospects in an effort to create brand awareness or new customer acquisition.


The great thing about paid media is that scales really fast. If you have a message that you want to be seen by the mass market, paid media is the right channel to do that. While it can certainly be expensive, you have complete control over the creative, content and marketing spend. The disadvantages with using paid media alone are that consumers often ignore pure “brand messages” since they are already inundated daily with advertising messages; and not just from your competitors either. Every other large brand with a marketing message and a significant budget is fighting for their attention. 



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A Timeline of How Marketing Got Personal [Infographic]

A Timeline of How Marketing Got Personal [Infographic] | Integrated Brand Communications | Scoop.it
Marketing is a continually evolving field; an evolvement that is highlighted in an infographic from Infogroup Targeting Solutions that looks at marketing tools and strategies from the last 50 years..
Russ Merz, Ph.D.'s insight:

An interesting #infographic showing the #personalization of marketing over the last 50 years.

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Knowledge@Wharton Today | How Emotions Make the Sale

Knowledge@Wharton Today | How Emotions Make the Sale | Integrated Brand Communications | Scoop.it

How do you sell perfume without giving the customer a whiff?

How do you sell high-end athletic wear capable of withstanding the toughest outdoor conditions to people who are not likely to do anything more dangerous than hop a subway?

 

nd what about the magic of dolls for little girls these days? Are sales dead in a world driven by digital gaming and other cyber adventures?

 

Four retailers who spoke at a conference in May at Wharton’s Jay H. Baker Retailing Center came up with same answer: Connect with the consumer on an emotional level, and the sales will follow.

 

Three out of four emphatically agreed that while there are unlimited ways to connect with the consumer, video has become one of the most effective tools. “If a prospective buyer clicks on a video on our website, the likelihood of an actual purchase goes up 50%,” said Lindsay Rice, vice president of direct-to-consumer at The North Face, an international purveyor of outdoor clothing and gear for men, women and children.

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‘Global Brand Power’: Barbara Kahn on How Branding Has Changed - Knowledge@Wharton

‘Global Brand Power’: Barbara Kahn on How Branding Has Changed - Knowledge@Wharton | Integrated Brand Communications | Scoop.it

‘Global Brand Power’: Barbara Kahn on How Branding Has Changed by Knowledge@Wharton, the online business journal of the Wharton School.

 

According to Barbara Kahn, director of the Jay H. Baker Retailing Center at Wharton, the increasing popularity of social media has two implications for marketers: First, customers now control the message and second, companies must make sure that key elements of their brand can translate throughout the world. In a recent interview with Wharton MBA candidate Alexandra Idol, Kahn discusses her new book, Global Brand Power: Leveraging Branding for Long-Term Growth, the brand “as a mechanism for growth” and how companies can become more customer focused.

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MediaPost Publications Instagram Video Shows Promise For Brands 07/01/2013

MediaPost Publications Instagram Video Shows Promise For Brands 07/01/2013 | Integrated Brand Communications | Scoop.it

In unveiling video on Instagram last week, company founder Kevin Systrom explained the 15-second length was just right -- long enough for creative expression, but not too long for people to download. It also set Instagram apart from Vine’s six-second videos.

 

Setting aside the speculation on whether or when parent Facebook might roll out paid advertising on Instagram, the company is encouraging brands to embrace the new feature for marketing through their Instagram presence. It has released a set of best practices for video and highlighted high-profile names using the new service, like Nike, Burberry and GE.

 

While still early days, initial engagement data from analytics firm Simply Measured suggests that Instagram videos are driving more interaction on average than photos within the app and a much higher volume than Vine videos. First, 14 of the Interbrand 100 companies have begun to use video on Instagram, with a total of 23 videos posted through June 26.

 

 

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Brands face up to key mobile optimisation decisions

Brands face up to key mobile optimisation decisions | Integrated Brand Communications | Scoop.it

Ahead of the Apple App Store’s fifth birthday next month, some brands are beginning to seriously weigh up the benefits of investing in a dedicated app versus optimising their existing sites for mobile.


Choosing the most viable mobile strategy is now a major element in most businesses’ plans, and this is the key message emerging from the Mobile Experience Trends Briefing, which we recently launched with Econsultancy.

 

Successful mobile strategies require brands to have visibility into the customer experience and adopt a sensitive, flexible approach towards customers’ requirements.

 

They need to work out if an app or a mobile optimised site best serves those needs. The final decision will lie in which works best for the target audience.

 

A successful mobile strategy aims to eliminate the issues that cause customer struggles on mobile devices and with that in mind, I’ve proposed three key objectives brands need to work with in order to make the most of mobile.

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A Guide to Marketing Genius: Content Marketing [Infographic]

A Guide to Marketing Genius: Content Marketing [Infographic] | Integrated Brand Communications | Scoop.it

Some 91% of B2B marketers use content marketing, and 86% of B2C marketers do. And no wonder: Customers and clients, and potential customers and clients, respond more favorably to content than they do to advertisements and overt selling.

 

According to research, some 82% of consumers feel more positive about a company after reading custom content, and 70% feel closer to the company, thanks to content marketing.

What's the big draw for customers and for marketers?

According to the following infographic by Demand Metric, the main reasons for using content marking are that content marketing...

Generates approximately three times as many leads as traditional marketing (per dollar spent).Increases direct sales.Costs 62% less than traditional marketing.Keeps reader attention.Improves brand loyalty.

Convinced that content marketing needs to be high on your company's list of priorities? Then look at the following infographic for details about creating a content marketing strategy. Steps include...

Identifying objectives (such as establishing a benchmark, reviewing marketing objectives, and evaluating the competitive landscape).Understanding buyers.Identifying gaps (such as what content you have and what you need).Building content (such as generating ideas, outlining standards for quality, etc.)Organizing distribution (channels, tactics, etc.)Measuring return on investment (tracking performance, monitoring your audience, reporting on progress).

 

Russ Merz, Ph.D.'s insight:

Good summary, in infographic form, of the state of #contentmarketing, why it is needed, and the process for developing it. Includes useful stats. 

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The Future of Visual Content: 6 Predictions About Infographics

The Future of Visual Content: 6 Predictions About Infographics | Integrated Brand Communications | Scoop.it

Not a day goes by where I do not see a new infographic being tweeted, shared on Facebook, or posted on LinkedIn. The topics range from data visualization to education to humor — and everything in between.

 

It’s obvious that infographics have become a popular vehicle for content marketing, asvisual content can often get shared morethan links or text. But, due to the rapid growth of infographic-style content, will the allure of infographics last? I’ve asked six experts to share their perspectives on what may be in store for infographics in the future.

 

Here is what they had to say:

Russ Merz, Ph.D.'s insight:

Six predictions from six different perspectives about the future of #Infographics--(1) usability and design (#UX), (2) content integration, (3) #brand #storytelling, (4) #creative strategy, (5) #innovation, and (6) #data.

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7 Key Elements for Viral Content - Business 2 Community

7 Key Elements for Viral Content - Business 2 Community | Integrated Brand Communications | Scoop.it

Creating viral content that taps into the human psyche is the holy grail for many marketers. 

 

Going viral is quite possibly the fastest, most cost effective method to publicize your business on a grand scale. The beauty of a viralYouTube video that when combined with a tweet and mass media, is that your brand will make a memorable impression on a huge audience within a short time.

 

A classic example of a viralmarketing campaign is Blendtec’s “Will it Blend?” series, which was viewed by millions and raised the company’s sales of blenders over 700%. And viral content means your viewers do the work of spreading your product and brand for you.

 

That is the beauty of crowd sourced marketing.

 

So a viral video is a publicist’s dream and a marketers hope for fame but there’s just one question: How do you do it?

 

What makes something go viral in the first place? Here are 7 key elements of most viral marketing pieces with some fun examples.


Russ Merz, Ph.D.'s insight:

An informative article that outlines 7 key elements of #viral #marketingcontent and gives some great examples.

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Ella McGreal's curator insight, September 29, 2014 11:55 PM

A great example of viral marketing as well as direct marketing.

Social media is a great opportunity for organizations to increase brand awareness and equity, as well as being cost effective.

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Integrate More Brand Storytelling in Your Content Marketing Strategy | Social Media Today

Integrate More Brand Storytelling in Your Content Marketing Strategy | Social Media Today | Integrated Brand Communications | Scoop.it

Discover how your company can easily integrate characters and stories consumers want to share into your content, as well as examples of brands getting it right.

 

The best marketing transcends corporate messaging, and becomes stories about people and characters which beg to be shared. Aflac’s duck has been telling their company’s story for around 13 years now, and has increased their company’s recognition from 13% to 90% of consumers along the way. While content and social media best practices may change, few marketing tactics have more staying power than brand storytelling.

 

Storytelling isn’t just for brands who can claim over a century of history, like General Electric, or IBM. It’s for any company with the savvy to create a consistent customer experience online. As Debbie Williams of SPROUT Content puts it, your story is made up of “all that you are, and all that you do.” Brand storytelling isn’t about creating the perfect hero on your first try, it’s about finding ways to integrate your company’s history, goals, values, and audience into every component of your content marketing strategy. Here are seven of the most effective ways to turn your acts of content into a comprehensive, narrative strategy:

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Russ Merz, Ph.D.'s curator insight, June 28, 2013 9:58 AM

Seven useful ways to weave #brand #storytelling into your #marketingcontent that will enhance the #customerexperience. 

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Infographic: How eMarketer Created Its US Mobile Advertising Forecast – eMarketer Newsroom

Infographic: How eMarketer Created Its US Mobile Advertising Forecast – eMarketer Newsroom | Integrated Brand Communications | Scoop.it

Given that eMarketer is cited often in the media about advertising spending, you might be curious: How does eMarketer create its forecasts? What’s the methodology? How do eMarketer’s estimates differ from those of other research groups, and why do major advertisers, media buyers and agencies rely on them?

 

The short answer is that eMarketer analyzes figures collected from many research sources to develop its forecasting models. This means that our clients are able to make decisions based on estimates that take into account all the available research perspectives and data sets about a topic, rather than place bets based on numbers that solely represent one analyst’s or research company’s opinion.

 

Here’s an example. Simply to create the eMarketer estimate for US mobile advertising spending in 2013, eMarketer collected and analyzed more than 400 data points from over a hundred research sources, building multiple models for companies, ad formats and overall market size.

 

 

Russ Merz, Ph.D.'s insight:

Very instructive about how eMarketer makes forecasting estimates.

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How to Defend Your Digital Brand Using Qualitative Market Research « iMediaConnection Blog

How to Defend Your Digital Brand Using Qualitative Market Research « iMediaConnection Blog | Integrated Brand Communications | Scoop.it

When it comes to digital brand success, effective brand defense is essential. Qualitative market research offers powerful information and insight to help optimize and create effective defense strategies. Whether you are responding to market trends and competition or implementing a proactive defense strategy to stay ahead of the curve, these tips will help to get you started and improve your chances of success.

What is Qualitative Market Research?

Qualitative market research methods are techniques that brands use to obtain insight into the behaviors of their audience, market or competitors. Instead of focusing on what decisions others are making, qualitative methods delve deeper to obtain information on how and why decisions are made.

In most cases, qualitative research is conducted using small groups. Focus groups, in-depth interviews, video chats and forum discussions are all common ways of conducting qualitative research. Sessions might take place over a few hours or extend for a month or more. During your research efforts, it is important to engage your audience to analyze not just their answers, but body language, confidence, tone and other aspects as well.

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Five Reasons Marketers Need to Embrace Social Intelligence

Five Reasons Marketers Need to Embrace Social Intelligence | Integrated Brand Communications | Scoop.it

The proliferation of mobile technology and the open social universe has made everyone a virtual broadcaster, delivering instant, widespread reach for individuals to distribute their opinions like never before.

 

In fact, according to Dimensional Research, over 90 percent of consumers rely on independent online reviews of products and services as an integral aspect of their purchasing process. 

 

With billions upon billions of brand and product messages distributed across open channels and social networks everyday, companies in general, and marketers specifically, need to get sophisticated and vigilant in their analysis and understanding of these messages and how they can harm or help their business.

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Building your brand with content marketing

Building your brand with content marketing | Integrated Brand Communications | Scoop.it

Today’s changing digital landscape is forcing organisations to re-evaluate their media strategy as the lines between paid, earned, and owned media become blurred.

 

It’s crucial for marketers to find more cost-effective and coherent means of engaging with consumers, and that’s why content marketing has quickly become a key part of any organisation’s marketing mix, today used by nine out of ten marketers.

 

Marketers are clear on what they want to achieve with their content marketing strategies.Research shows that their primary aim is to boost brand awareness, followed by raising customer acquisition, lead generation, and loyalty.

 

In Econsultancy's Content Marketing Survey Report, the answers were broadly similar, with engagement, traffic and brand awareness the main aims. 

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Everything you need to know about using images to enhance your brand | SmartBlogs

Everything you need to know about using images to enhance your brand | SmartBlogs | Integrated Brand Communications | Scoop.it

Content creation can be one of the toughest areas for a business owner to handle. Knowing what to post and coming up a stead stream of new ideas is not always easy. Content creation is also time consuming to put out onto the social networks, so much so that many businesses just give up. This guide is created to simplify the process of content creation, starting with images.

 

Images are the cornerstone of social media today. Why do you think social networks like Instagram and Pinterest have become so popular? They are all about images. People surfing the Web today are overloaded with so much information, that they are in a hurry to get through it all. So, what’s the quickest way to absorb information? It is through the use of images.

 

One thing to remember when choosing your images is to know for which social network you are choosing them. For instance, the images you use on Pinterest might be different from what you post on Facebook.

Russ Merz, Ph.D.'s insight:

A very useful primer on the use of #images on #socialmedia by #brands and small to medium business (#SMB) owners.

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Knowledge@Wharton Today | Brand Extensions and the Power of Control

Knowledge@Wharton Today | Brand Extensions and the Power of Control | Integrated Brand Communications | Scoop.it

Customers flocked to the drugstore to taste Nestle Crunch bars infused with the flavors of their favorite Girl Scout cookies, and snapped up a wireless charger made by battery company Duracell. But the popularity of Hooter’s restaurants wasn’t enough to keep its eponymous airline afloat. And fans of Colgate toothpaste famously rejected the company’s idea for a line of branded food entrees.

 

A number of factors separate brand extensions that make it from those that don’t, according to Wharton marketing professor Keisha Cutright, including the quality of the product, the way it is introduced and marketed to the public, and how well it fits with a particular brand’s identity. In a recent paper, Cutright and co-authors James R. Bettman and Gavan J. Fitzimons of Duke University, found that consumer psychology also has a role to play, specifically people’s feelings of control, or the lack thereof.

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Dejaiffe Stéphanie's curator insight, April 7, 7:23 AM

really interesting article that correspond to our research on service brand extensions

 

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Loyalty Cards Don't Drive Loyalty | Beyond Philosophy

Loyalty Cards Don't Drive Loyalty | Beyond Philosophy | Integrated Brand Communications | Scoop.it

Colin Shaw takes an insightful look into the world of the loyalty card and asks whether these schemes really make us 'loyal' to the brand?

 

My wallet is full of loyalty cards. In fact, I have hundreds of them for all the top airlines and hotels. The sheer number of ‘loyalty’ cards I possess begs the question: If I have a loyalty card for one airline and I choose to fly with another airline, does that make me an adulterer? What is even worse is that I have a loyalty card for the second airline also. So does that make me a bigamist?


Of course you know that I am being facetious. I don’t really ask those questions, nor do I even give this a second thought when I am booking my flights. But the name ‘loyalty card’ has so many connotations associated with it that one can’t help but wonder why it doesn’t necessarily make a customer loyal.


 

Russ Merz, Ph.D.'s insight:

Do loyalty cards influence your decision to buy?

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Ruby's comment, July 1, 2013 4:22 PM
Briefly. Until I get another better rewards program.
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3 Effective Ways to Build a Strong Brand Identity - Search Engine Journal

3 Effective Ways to Build a Strong Brand Identity - Search Engine Journal | Integrated Brand Communications | Scoop.it

The true value of a brand identity lies in the view of the target audience. It reveals the consumer’s knowledge about the existence of the brand and its repeated exposure of the identity draws instant attention from people.

One of the images that view the identity of the brand is the website of the company. People can easily recognize how the brand operates through the functionality of the site.

 

Advantages of a Strong Brand Identity

Reveals your unique value proposition and develop a competitive advantage in the market.Reflects the voice of the brand through social interaction and outreach.Improve the consumer’s experience towards your company through visual elements (logos, color scheme, typography, etc.)Maximizes your ability to increase awareness and brand loyalty with your customers.

I’d like to share some tips on how you can improve your brand identity to achieve your goals and become an authority in your industry. Let’s get started.

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13 Step Content Marketing Plan | Heidi Cohen

13 Step Content Marketing Plan | Heidi Cohen | Integrated Brand Communications | Scoop.it

Content marketing is white hot and doesn’t show signs of cooling any time soon. Regardless of whether your business is consumer-oriented (B2C), business-oriented (B2B), professional-oriented (solopreneur), charity-oriented (not-for-profit) or part of the government, you need content to attract prospects and persuade them to buy from your firm.

 

IDC Research estimates that content created and shared will reach just under four zettabytes (that’s four trillion gigabytes) by the end of 2013 and will double to eight zettabytes by 2015!

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Is This the Beginning of the End for Barnes & Noble?

Is This the Beginning of the End for Barnes & Noble? | Integrated Brand Communications | Scoop.it

We may be witnessing a classic story of a me-too brand that just couldn't rise to the occasion. In a marketplace currently glutted with tablets, bookseller Barnes & Noble raised the "white flag, signaling that it cannot compete" with the likes of Amazon, Apple, and Samsung, reports The New York Times. 

 

Barnes & Noble CEO William J. Lynch, Jr. saw it a bit differently, telling analysts, "Our aim is to sell great tablets connected to our best content catalog and high-quality bookstore services we've done, but do so without the sizable upfront risk." He added that "we are 100 percent not exiting the device business," but note the use of the word "device."

 

The fact is, B&N will no longer make its own Nook Color tablets, relying instead on other companies to license and manufacture them. The company does plan to continue to make its black-and-white eReader—but that's largely being regarded as a defensive move. B&N will continue to sell Nook Color devices through the end of 2013 but then partners will begin producing them.

 

The company posted a worse than expected loss of more than $118 million in the three months ending April 27, with Nook revenue plummeting 34 percent. The $18.3 million B&N wrote off as an "impairment charge" is "tantamount to an admission that the unprofitable Nook has ended up on the losing side of the e-book format war," notes Businessweek. TechCrunch bluntly wrote, "The Nook is on life support."

Russ Merz, Ph.D.'s insight:

It doesn't look good for Barnes and Noble...another case of "too little, too late" it seems.

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How to Use Content Marketing to Grow Your Business [#infographic]

How to Use Content Marketing to Grow Your Business [#infographic] | Integrated Brand Communications | Scoop.it

Are you confused about how content marketing can help your business grow? This #infographic based on the structure of a tree will clear things up for you.


Via massimo facchinetti
Russ Merz, Ph.D.'s insight:

An interesting and useful Infographic that shows how #contentmarketing contributes to business success.

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A Strategic Map for Better Use of Content Marketing Technologies - Business 2 Community

A Strategic Map for Better Use of Content Marketing Technologies - Business 2 Community | Integrated Brand Communications | Scoop.it

How is content marketing technology different than other marketing solutions? Does anyone really need yet another segmented view of marketing software solutions? These are questions that, candidly, we at CMI started asking ourselves just after the first Content Marketing World event in 2011.


At that event, we met with dozens of new technology companies that were either making their debut or would soon formally introduce themselves to the many attendees focused on the practice of content marketing.


As we began to dig into some of these companies, and understand the real-world problems they solved for enterprises big and small, we discovered that they were indeed different. And, as the second Content Marketing World approached in 2012, we saw even more new technologies — and new demand for tools specific to the practice of content marketing. But, we thought, surely this was a space already being covered by someone.


Yet to our surprise, when we looked around, we discovered that no one had really done an adequate job of stratifying the market for enterprise buyers of this technology. And those buyers, along with agencies, interested venture capital firms, and even some of the technology companies themselves, were coming to us and asking, “What’s the difference between X and Y solutions, and what challenges do they really solve?” Not only were we unable to point them to the right answer, we couldn’t even point them to a resonant resource that might have the answer.


So, we decided that we would take the reins, spend the time to research the space, and try to provide a pragmatic map of these technologies.

Russ Merz, Ph.D.'s insight:

Provides a framework for describing the development of content marketing programs.

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6 Ways to Measure Twitter Share of Voice Beyond Brand Mentions | Simply Measured

6 Ways to Measure Twitter Share of Voice Beyond Brand Mentions | Simply Measured | Integrated Brand Communications | Scoop.it

Share of voice is one of the most commonly used metrics for measuring social media performance, but are you really getting the full picture? There’s more to it than just brand mentions.

 

There are ways to take share of voice a step beyond brand mentions to measure not just how much share of voice your brand has, but how different types of conversation impact your brand, relative to your competitors.

 

With data from Simply Measured’s industry-leading social media reports, we’ll look at ways you can get beyond brand mentions to measure how share of voice impacts brand perceptions, regional markets, site traffic, and more.

 

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