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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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Six Reasons Your Website Will Fail

Six Reasons Your Website Will Fail | Integrated Brand Communications | Scoop.it

Although the dawn of the Web was nearly two decades ago, many small and midsize businesses (SMBs) still have a limited, ineffective online presence. That wouldn't be much of an issue if the Internet hadn't long ago replaced hardcopy Yellow Pages as the go-to source for business information.

 

vSplash's SMB DigitalScape data, based on an analysis of 1 million SMB websites worldwide last year, provides a clear demonstration of how poorly equipped SMB websites are for the digital age.

 

Let's go through the most alarming findings and examine the top reasons SMBs are failing online.

 



Read more: http://www.marketingprofs.com/articles/2013/10531/six-reasons-your-website-will-fail#ixzz2QGbmqGHF

Russ Merz, Ph.D.'s insight:

Things all SMBs need to remember about website design and content.

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Social Media Leads B2B Content Marketing Strategies | Business 2 Community

Social Media Leads B2B Content Marketing Strategies | Business 2 Community | Integrated Brand Communications | Scoop.it

The majority of B2B businesses use social media as a content distribution and marketing tool, according to the Content Marketing Institute’s 2013 Benchmark report on B2B content marketing. Here are the top findings related to social media in CMI’s latest benchmarking report.


Social Media Leads All Content Marketing Tactics


There is no magic bullet content marketing tactic! As the survey shows, there are a variety of content marketing tactics that organizations use to reach target audiences. According to the survey, the most effective B2B content marketers use an average of 14 tactics, with the least effective B2B content marketers deploying only 3 tactics.

Social media leads the pack with the vast majority (87%) of respondents claiming this tactic as a part of the strategic arsenal. Website content registered as a close second (83%) to social media within the range of content marketing tactics. Considering the synergy between social media and website content, it is no surprise that these were the top two tactics claimed by content marketers.


Read more at http://www.business2community.com/content-marketing/social-media-leads-b2b-content-marketing-strategies-0455695#T1o14m6Exl7qUjHH.99

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Managing Online Reputation: What to Listen for, and Where

Managing Online Reputation: What to Listen for, and Where | Integrated Brand Communications | Scoop.it

The cost of managing an online crisis or reputation issue can seem limitless:  PR, advertising, loss of sales, lost productivity, distracted executives,  competitive maneuvers, additional customer service, litigation—all can burst  budgets.

 

Worse, bad news travels online at turbo-charged speeds: A negative tweet or  nasty video can end up on mainstream media within hours. Think Domino's pizza prank, Kenneth Cole's Cairo tweet, or Gap's logo redesign.

A 2011 global study on crisis preparedness by Burson-Marsteller & PSB  found that 79% of business executives expected a crisis within 12 months, about  59% had experienced a crisis in their current or previous company. Yet, although  81% said digital and social media increasingly influence reputation during a  crisis, half the companies polled still didn't have a crisis plan.

 

Companies know to factor in social media as a key—if not foundational—element  of a reputation monitoring strategy, but they fall short in having a systematic  approach:

What to listen forHow to structure crisis listeningHow to identify critical issues

Read more: http://www.marketingprofs.com/articles/2013/10518/managing-online-reputation-what-to-listen-for-and-where#ixzz2QAhzeeM6

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Jacki's curator insight, August 5, 2014 6:35 PM

Worth a read

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America's 9 Most Damaged Brands

America's 9 Most Damaged Brands | Integrated Brand Communications | Scoop.it

From 24/7 Wall St.: Brand reputations are among the most prized assets major corporations have. A look at relevant surveys shows that brand valuations are often so high that they compare to the market values of the public companies that own them. But brands can fall as fast and as hard as they have climbed.

 

While a reputation can take years to build, it can be battered or ruined in a very short time. This certainly happened to J.P. Morgan after it reported a $6.2 billion trading loss in its London office. It happened to Hyundai after it overstated the gas mileage for many of its cars. In each case, customers began to worry. Many even became suspicious not only about the company’s ability to manage its business, but also about its candor with the public.

Russ Merz, Ph.D.'s insight:

Lots of ground to make up for these brands.

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9 Convincing Arguments to Win Your Content Marketing Budget

9 Convincing Arguments to Win Your Content Marketing Budget | Integrated Brand Communications | Scoop.it

Find out how marketers who are keen on content strategies can win the backing -- and budget -- they need to proceed with their content marketing efforts.

 

On March 15, three of the biggest names in content marketing strategy came together at a Google+ Hangout on Airto talk about something we all want more of:

 

Money.

 

Specifically, they discussed ways that marketers who are keen on content strategies can win the backing they need — and the budgetary support they need — to proceed with a plan.

 

The result was more insights than we thought we could cram in 30 minutes — like an Imelda Marcos-sized closet of content marketing persuasion.

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5 of the worst rebranding disasters | Articles | Home

5 of the worst rebranding disasters | Articles | Home | Integrated Brand Communications | Scoop.it

From Radio Shack changing its name to "The Shack" to Dr Pepper trying to rebrand diet drinks for men, here are some big brands' biggest mistakes.

 

You'd think we would have learned our lesson from the New Coke fiasco, yet failed attempts at rebranding continue.

 

One of the boldest experiments in marketing, rebranding has never been scarier than it is today.

 

Years of reputations and relationships can now come to a crashing halt within seconds of a rebranding mistake via the often unforgiving world of social media.

 

I decided to take a look at a handful of the worst rebranding efforts of the past few years. This isn't to make a mockery of them, just to see what marketers can learn from other brands' biggest mistakes.

 

Russ Merz, Ph.D.'s insight:

Case studies from the past always provide good lessons about brand management.

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Integrated Campaigns Increases Email Marketing Conversation Rates !! [Report]

Integrated Campaigns Increases Email Marketing Conversation Rates !! [Report] | Integrated Brand Communications | Scoop.it

Marketers considered Email and social media marketing as most effectual  customer engagement channels. It is just like we say some things just go better  together. That’s why integration of social media with email marketing sees hike this year. To add, SMS  integration with social media and email marketing too can do wonders. This can  give your customers the ability to spread your messages on their own terms.

 

Also, marketers believe that this year about 50% of the customers will view  the email marketing messages on their mobile,  but unfortunately only 40% of the marketers are ready for the mobile  marketing strategy. Its also said that consumers who receive brand  updates/offers on email (42%) show more interest to purchase than those who  receive in SMS (33%).

Read more: http://www.dazeinfo.com/2013/04/09/email-marketing/#ixzz2Q3zmQaGM

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Lance Holland's comment, May 7, 2013 3:42 AM
many current marketing campaigns these days downplay the effectiveness of email marketing because on its own it is vastly ineffective. I found it fascinating that modern marketing using integrative communications has found a revitalisation of the email channels. It is great that marketers can continue to use emails as a way to create and sustain marketing conversations using integrative campaigns which reinforces the importance of having an integrative and coordinated campaign
leezak's comment, May 8, 2013 7:15 PM
Really good comments from you all, I guess the whole judgmental and bias response I shared above was not necessary the message I should have taken from this article and the way you have interpreted it gives me a different insight. As technology advances the use of different mediums will be vital to ensure the brand or message is conveyed correctly, smart phones have opened a new world of communicating and social media sites have extended that by creating easy access, continuous updates and live feeds. But I still feel emails are an effective daily tool to communicate.
Victoria Hansell's comment, May 8, 2013 8:51 PM
I read in another article that consumers have about 10 (on average) favourite sites that they engage with on a regular basis. Checking their email account and social media sites rated the top two of the list, and more people check these sites first thing in the morning before they go to work and last thing at night before they go to bed, as well as in lunch breaks and during the evening while they're doing other activities. This is why digital marketing is so effective through these two channels. People using their mobiles to check these sites is not surprising as people are always on the go all the time. The key thing too is that companies need to ensure their websites are fully mobile optimised, so that people can access it anywhere at anytime. Personally though, I get a lot of emails from companies selling or promoting something - and I generally don't have the time to read these - there's too many flooding my inbox! I also don't particularly like companies trying to sell products through social media sites - this is starting to happen but is not widespread yet. When I look on social media sites - its for social activities. Nivea recently got into strife as they posted their brand label in the middle of an ANZAC poppy on a social media site - which consumers thought was poor taste - and I agree! Their PR management said that it was Nivea's way of supporting ANZAC and have since apologised. That's one thing to watch out for - social media sites can report positive or negative PR in real time, having immediate and sometimes long lasting impacts on the company and its brand reputation.
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Developing Client Personas to Give Content a Personal Touch | Business 2 Community

Developing Client Personas to Give Content a Personal Touch | Business 2 Community | Integrated Brand Communications | Scoop.it

For professional services firms, success is based not so much on “selling” to  your clients, but on becoming a trusted advisor. You want to position yourself  as an expert in your field and be the advisor clients and prospects turn to when  they need to make a decision. One way to build such relationships through marketing is by creating  a library of great “content.”  Though content  marketing has become an integral part of the marketing mix for professional  services firms, I personally find the term so vague that it would seem there’s  plenty of room for error.

So what is content marketing and what does it do for your firm?

“Content” refers to information, tools, or resources available on the  internet (specifically — articles, blog posts, videos, podcasts, recorded  webinars, etc.).  Think of the collection of content resources as a virtual  library where your ideal client can turn when he/she has a need or just wants an  industry update on what’s hot and newsworthy.  With a content marketing  strategy, your firm’s website becomes less of a virtual brochure and more of a  virtual hub of resources and consistently updated information.  Thus, your  clients begin to turn to your firm’s resources for their information. This hub  of valuable information, in combination with personal outreach, positions your  firm as a trusted advisor rather than a company that sells ‘x’ services.

 

Read more at http://www.business2community.com/content-marketing/developing-client-personas-to-give-content-a-personal-touch-0453902#wvKVwe3w3uA1bHd6.99

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Content Marketing Lessons from South Park | Business 2 Community

Content Marketing Lessons from South Park | Business 2 Community | Integrated Brand Communications | Scoop.it

Inspiration sometimes comes from unexpected places. I had another blog topic  slated for today, but was lured in another direction by an unlikely topic: South Park. I like South Park probably about as much as your  average thirty-something female. I appreciate the clever humor, the sharp social  commentary, the longevity of the show and the obvious business savvy of its  creators, Matt Stone and Trey Parker. But it can be over-the-top crude and  violent, and for that reason it doesn’t often make my Must-Watch list.

 

Over Sunday waffles, my boyfriend began telling me about an article he’d read  earlier that morning from The New York Times about South Park.  (Being a thirty-something male, the show has been on his Must-Watch list since  1997.) He went on to share how the article addressed the South Park“content empire,” and the more he spoke, the more intrigued I became.

 

Read more at http://www.business2community.com/content-marketing/content-marketing-lessons-from-south-park-0459853#514rzM7VO60TDX9D.99

Russ Merz, Ph.D.'s insight:

Interesting perspective about CM using SP as an example.

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Mobile Innovation (Part 2): Innovating Brand Engagement Through Mobile

Mobile Innovation (Part 2): Innovating Brand Engagement Through Mobile | Integrated Brand Communications | Scoop.it

Part 1 of this series covered how a constantly connected  mobile planet is fueling unprecedented shifts in behavior and facilitating a  massive set of marketing opportunities.

 

For today's marketers, the most stunning implication is the incredible  innovation moment that mobile affords them across the entire marketing  ecosystem. That complex system spans the ways that audiences engage with brands;  the channels through which brands are sold; the portfolio of products developed  to capture customers; the set of experiences that comprise the customer journey;  and the levels of overall value that differentiates brands.

 

And that leads me to the first of five innovation strategies that I'll  explore in this series: innovating brand engagement through  mobile.

 

Read more: http://www.marketingprofs.com/articles/2013/10499/mobile-innovation-part-2-innovating-brand-engagement-through-mobile#ixzz2Pyrm8g00

Russ Merz, Ph.D.'s insight:

Contains "before and after" examples of how mobile-based marketing innovations built brand engagement for ESPN, iButterfly, and Carling.

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5 Ways Social Media Content is Rapidly Evolving For Brands - AllTwitter

5 Ways Social Media Content is Rapidly Evolving For Brands - AllTwitter | Integrated Brand Communications | Scoop.it

Anyone working in social media marketing appreciates the unique challenges of attempting to budget and plan for the upcoming year’s social media strategy. How can we know the type and level of resources we’ll need to be successful when the mix of social content is evolving so quickly? And when most social marketers have only recently secured budgets commensurate with the amount of time and resources required to succeed in social media marketing, how do we stay ahead of emerging trends in 2013? Did we know we’d need a Pinterest budget a year ago? Probably. Do we need a Vine budget today? Probably not.

 

Still stressing? Don’t worry, there is help. While no one can claim to predict the future (if that were the case, I’d be quietly investing in commodities markets and/ or making outrageous sports wagers from the tropical island I owned), we can share perspectives from the very real emerging trends we’ve seen from customers and consumers. Here are five ways social content is evolving for brands in 2013:

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Content Marketing: Why You Shouldn’t Ignore Voice and Tone | Business 2 Community

Content Marketing: Why You Shouldn’t Ignore Voice and Tone | Business 2 Community | Integrated Brand Communications | Scoop.it

Voice and tone are two common buzzwords in the creative writing classroom—just ask a room full of fiction students. As a regular writing workshop participant, I’ve spent more time than I’d care to admit pondering whether a character’s voice or an author’s tone “work.” But the application of these concepts doesn’t stop at fiction. Developing your company’s voice and tone is equally important—if not more so—in the context of content marketing.


Before we go too deeply into why your voice and tone is important, let’s back up.


Read more at http://www.business2community.com/content-marketing/content-marketing-why-you-shouldnt-ignore-voice-and-tone-0458479#LSQGI6zG5khz9431.99

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The New Social Listening - Big Data Lessons from SXSW and Beyond

The New Social Listening - Big Data Lessons from SXSW and Beyond | Integrated Brand Communications | Scoop.it
Social Listening for Dialogue Marketing

The number one way to succeed in any marketing campaign, social or otherwise, is to recognize thatsocial media has transformed marketing from a monologue model to a dialogue model.


This means that we marketers need to do something that isn’t second nature, and it’s something that Nate Silver does quite well: be quiet for a moment, and listen.  Social media is not just a platform that allows us to deliver a pre-scheduled message from our phones via three different channels, but rather an opportunity to inform all of our marketing efforts by social listening: first and foremost, we must tune in to what our customers are saying.

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From Listening to Strategizing in 8 Steps #SocialMedia #Infographic

From Listening to Strategizing in 8 Steps #SocialMedia #Infographic | Integrated Brand Communications | Scoop.it

Brands and agencies challenged with creating a social media strategy that boosts business are often faced with an uphill battle. This is because each company will have different needs, a different audience, and require different tactics for your strategy to succeed.

 

Social media is not a magic bullet, but there are some general steps that you can follow to ensure that you’re on the strategic path towards carving out your ownsocial media strategy and blazing your own trail.

 

Jay Baer from Convince and Convert recently published what he calls a “refresher course” in social media strategy. This eight-step process will help you wrap your head around how social fits in to your company. Since we are a social media and web monitoring solution, we have explicit knowledge in steps 2 – 5 (listening and comparing; narrowing focus to awareness, sales, retention, or loyalty*; selecting metrics; and analyzing your audience), but Jay’s advice also goes into a wider perspective of strategic thinking.

 
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SEO Checklist for 2013 (Infographic) - Ben Norman

SEO Checklist for 2013 (Infographic) - Ben Norman | Integrated Brand Communications | Scoop.it
Search Engine Optimisation has changed heavily over the last few years which is why I've created this guide.

Via marketingIO, IMCyclopedia.com
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marketingIO's curator insight, March 28, 2013 11:21 AM
  • See the article at www.ben-norman.co.uk
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Who's curator insight, May 16, 2013 8:17 AM

Infographie SEO en 2013

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Connect Customer Experience, Convenience, and Differentiation to Business Results

Connect Customer Experience, Convenience, and Differentiation to Business Results | Integrated Brand Communications | Scoop.it

After I reviewed several marketing dashboards recently, one thing became  clear: Online metrics abound—from website metrics such as site visits,  pageviews, open rates, and click- throughs, to social media metrics such as  fans, followers, likes, and online authority rankings such as those from Klout  and MOZ's Social Authority.

 

Some companies have found ways to link online activity to the pipeline, such  as visit-to-conversion or engagement-to-conversion ratios, which populate their  dashboards as well. But B2B marketers, who often face a long and complex buying  cycle in which buyers may follow and visit over an extended period, need to  focus and report on metrics that connect customer behavior to business  results.

 

B2B customers typically name numerous site visits and early visits represent  a part of the evaluation and consideration phases. Those online visits are a  precursor to action. As a result, consider exploring how to link online metrics  and data from programs to how well you've created preference and consideration  in the customer's buying stages. Doing so will require research and A/B testing  to track which areas of your marketing efforts best support your customers'  buying process.

 

The key is to develop a way to understand how the customer behavior you can  monitor influences the buying process. The more you can connect customer  behavior, online or offline, that relates to engagement, experience,  consideration, preference, and consumption, the more likely you'll be able to  increase profitable sales.

 

Here are three areas to monitor and how to tie them to more outcome-based  metrics.

 

Read more: http://www.marketingprofs.com/articles/2013/10519/connect-experience-convenience-and-differentiation-to-business-results#ixzz2QAdftHU7

Russ Merz, Ph.D.'s insight:

Three aspects of a customer's brand relationship that matter for creating and maintaining brand equity.

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Adapt a Top-Tier Content Strategy and Make It Your Own: 3 Key Ideas

Adapt a Top-Tier Content Strategy and Make It Your Own: 3 Key Ideas | Integrated Brand Communications | Scoop.it

When you feel like you've tried everything and are out of new ideas, it can be helpful to look to other companies' marketing campaigns for inspiration.

 

From these examples, you can see that direct copying isn’t always a good thing. The key is to look at the core of what the strategy represents and then find a way to make it — clearly and unmistakably — your own.

Let’s take a look at three core ideas that can be used as the foundation of a unique content marketing strategy.

 

Let’s take a look at three core ideas that can be used as the foundation of a unique content marketing strategy.

Russ Merz, Ph.D.'s insight:

Greta article that highlights why "copying" ideas from others (especially in the retail space--as we see BestBuy now trying to do with Samsung) is not a good idea. Originality and innovation always count more at the end of the day.

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Customer Loyalty | Understanding the Building Blocks of Brand Loyalty

Customer Loyalty | Understanding the Building Blocks of Brand Loyalty | Integrated Brand Communications | Scoop.it

Loyalty is no longer a lifetime promise. With numerous options and economic factors impacting everyday decisions, today's consumers are often pulled in multiple directions, rarely staying loyal to a single brand. Yet, while true loyalty seems increasingly difficult to attain, many elements influence the consumer's decision to trust and do business with particular companies.

 

For certain brands, loyalty remains strong. According to ClickFox's "2013 Brand Loyalty Survey," Apple leads in customer loyalty for the second year in a row, with 28 percent of respondents claiming they can't live without the brand, while Starbucks, Google, Microsoft, and Amazon round out the top five most valued brands. This second brand loyalty survey, which polled 304 consumers, examines what drives and deters brand loyalty, including the industries to which customers are the most loyal. The study reveals that poor customer service (48 percent) and brand quality (35 percent) have the greatest impact on loyalty because service teams often have inaccurate or incomplete consumer experience data, triggering much frustration and discontent

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53 New Mobile Marketing Facts [Research/Charts] | Heidi Cohen

53 New Mobile Marketing Facts [Research/Charts] | Heidi Cohen | Integrated Brand Communications | Scoop.it

Mobile penetration for smartphones, tablets and other connected devices continues to expand, changing how both customers and marketers communicate and interact.

 

Our voracious appetite for new connected devices has changed how we consume content and these changes require marketers to adapt their communications in order to reach their target audiences.

 

To help you mobilize your business to support your objectives, here are 53 new mobile marketing facts taken from twenty-three research charts organized by category.

Russ Merz, Ph.D.'s insight:

Useful compendium of current research findings.

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6 developing trends in content marketing - iMediaConnection.com

6 developing trends in content marketing - iMediaConnection.com | Integrated Brand Communications | Scoop.it

Three related, clustered events constitute a trend. So, what have we here?

February 25: Mindshare appoints a content chiefFebruary 27: Edelman names (a new, digital-focused) chief content officerFebruary 27: Facebook announces a content strategy fellowshipMarch 25: Sequoia Capital appoints a head of contentMarch 26: Houghton Mifflin Harcourt names its first chief content officerMarch 27: Weber Shandwick launches a content marketing unit with 100 staffersApril 1: Havas signs a global chief content officer

Chief content officers have been de rigeur in media companies for years. Editorial web sites, magazines, newspapers, and broadcasters have them. Even Netflix boasts a chief content officer.

 

What's staggering now is the alacrity with which agencies are now piling into the white-hot content marketing space. Not all of this is new, of course. Content divisions and/or practices have existed for some time at major players such as Leo Burnett, Ogilvy, and OMD. Digital shops, too, have content heads, as do (of course) the small cohort of content-only agencies.

 

The appointments above reveal these interesting takeaways:


Read more at http://www.imediaconnection.com/content/33939.asp#gfgx8LxJ7iOhEDR5.99
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5 Ways to Use Video in Content Marketing | Business 2 Community

5 Ways to Use Video in Content Marketing | Business 2 Community | Integrated Brand Communications | Scoop.it

It’s hard to find a medium more powerful than video for reaching an audience.  Visually oriented and compelling, videos often tell a company’s story more  quickly and more clearly than plain text or even photographs. And with so many  user-friendly, simple video tools available today, there’s never been a better  time to begin using video in your own content  marketing.

 

Here are five tools to get you started, along with actionable tips for  implementing them today!

 

Read more at http://www.business2community.com/content-marketing/5-ways-to-use-video-in-content-marketing-0453483#G1LDEzgZpQxIRXF8.99

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Ruby's comment, April 13, 2013 3:34 AM
Easy to scan and great tips on vide for CM. Thanks for sharing!~
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Nonprofit Benchmarks: Email, Social, Audience, Fundraising [Infographic]

Nonprofit Benchmarks: Email, Social, Audience, Fundraising [Infographic] | Integrated Brand Communications | Scoop.it

Online nonprofit fundraising is on the rise, with explosive growth in  sustaining gifts and a larger audience of supporters reached via social  networks, according to an analysis of leading US nonprofits.

 

Email list is up 15%, online revenue grew 21% from 2012 levels, and the  number of Twitter followers increased 264% over the past year, the 2013  eNonprofit Benchmarks Study, conducted by M+R Strategic Services and NTEN, found.

 

However, the long-term decline of email response rates is continuing, even as  online revenues increase and social media audiences grow, according to the  analysis.

 

Click-through rates for fundraising messages, for example, declined steeply  (down 27% from 2011); consequently, fundraising response rates dropped to  0.07%—a 21% decrease from the prior year.

 

Below, additional findings from the 2013 eNonprofit Benchmarks Study, including an infographic,  tables, and the following key findings and infographic:

 

Read more: http://www.marketingprofs.com/charts/2013/10508/nonprofit-benchmarks-email-social-audience-fundraising-infographic#ixzz2PyuoD9wn

Russ Merz, Ph.D.'s insight:

Useful stats rarely seen for the non-profit sector comparing various channels and fundraising productivity.

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Small Businesses Favor Tactics that Balance Customer Attraction, Retention - eMarketer

Small Businesses Favor Tactics that Balance Customer Attraction, Retention - eMarketer | Integrated Brand Communications | Scoop.it
Small business websites widely seen as most effective marketing  technology

Small businesses, frequently strapped for  both time and cash, often need their marketing dollars to work double  time—using the same resources to attract new business and retain loyal  customers.

 

Online marketing service provider Constant Contact conducted a survey in October 2012 of 1,305  small businesses and nonprofits from its customer base to see how different  tactics and channels balanced customer acquisition with customer retention.

 

Respondents were most likely to say that their website struck an effective  balance: 77% said the site was well-suited both to engaging existing customers  and attracting new ones. A majority of respondents felt similarly about their  blog (69% said it was effective at both tasks) and their social media marketing  efforts (60%).

 

Read more at http://www.emarketer.com/Article/Small-Businesses-Favor-Tactics-that-Balance-Customer-Attraction-Retention/1009794#4lgpZGcJAcz223kt.99

Russ Merz, Ph.D.'s insight:

Wide ranges in perceived effectiveness of channels and devices for retention and attraction.

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Content Marketing Report: Marketers Push Forward on Engagement

Content Marketing Report: Marketers Push Forward on Engagement | Integrated Brand Communications | Scoop.it

In 2013, content marketers are putting more content in more places as their budgets increase, a Content Marketing Institute report found, and the companies who follow this pattern are following the best practices in the industry.

Despite how much content is being put out there, however, many content marketers in fact believe they aren’t doing enough, with 64% saying they were challenged with producing enough content.

More Content, More Social

Businesses are using content in more ways than ever, and the report found social media is now the most popular place to find it. Video, however, has grown in popularity the fastest, with 70% if marketers saying they use it compared to 52% in the previous year’s study.

Content Marketing Institute produced the report with help from MarketingProfs, and it included over 1,400 responses from North American B2B marketers in August 2012. It found the most effective content marketers to be spending a higher percentage of their budgets on content marketing.

Russ Merz, Ph.D.'s insight:

Buy in from executive suite important.

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Social Communities | The First C of Social Media Marketing

Social Communities | The First C of Social Media Marketing | Integrated Brand Communications | Scoop.it

Social Communities are the first C of Social Media Marketing. The new social dialogue marketing model turns a traditional audience into a social community.

 

In our social media blog series digging into The 4 C’s of Social Media Marketing, we’ve discussed social listeningas the foundation of a strong social strategy.  Once that strategy is set, campaigns come to life by engaging target social communities in conversation, rather than broadcasting a message at them.  Content that goes unshared is lonely, long-format advertising, not social marketing.  Remember, the number one goal of any social media marketing manager is to inspire word-of-mouth buzz.

 

With that framework in place, we can now dive into the first C: social communities.

Social Communities Are…Social – members interact with one anotherCollective – members share a common interestCredible – members share a foundation of trust with one anotherEngaged – members are paying attentionCollaborative – members want valuable content to share, and will respond in kind
Russ Merz, Ph.D.'s insight:

Some thoughtful commentary on an emerging and evolving concept. From a branding perspective, it has value for the development of brand resonance. But can it work for all brands?

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