Marketers are expected to spend $540 billion globally on advertising this year, a 4.6% increase over 2014, according to a report by media-agency Carat.
The year-over-year increase comes despite a relative lack of tent-pole media events. In 2014, by comparison, a trifecta of major events -- Winter Olympics, FIFA World Cup and U.S. mid-term elections -- helped boost advertising outlays.
"Carat's latest advertising forecast gives us increased optimism for the outlook for global advertising spending," Jerry Buhlmann, CEO of Carat's parent company Dentsu Aegis Network, said in a statement. "With harder times behind us, negative growth markets are pleasingly now a minority, and collectively we can look ahead to 2016 with positive growth predicted for all key markets."
Global ad spending is expected to climb 5% year-over-year in 2016, according to the report.
Brian Yanish - MarketingHits.com's insight:
Digital online marketing has shown great return on investment for companies with the right strategy.
Many think digital marketing is clickable banner ads, but there's so much more marketers can do to create touch points with their consumers. A couple of examples are social media and videos. When used correctly they can engage your audience with your brand.
Content marketing is one of those things that can be a game changer if done well. It can morph a marketing department from one that talks at their customers to one that speaks with them. Content marketing, if done well, can help increase the top of the funnel, make the middle of the funnel more effective, and shorten the sales cycle. In short, content marketing is something everyone is either trying to do or something they want to do.
The problem is that pesky “if done well” problem.
The reality is that few marketing teams are doing this well and it all comes down to the way they researched and implemented their strategy. Success or failure in content marketing, just like everything in life, comes down to preparation. Winning in content marketing requires the right pieces being in place before content creation even starts. It also requires a business willing to buy into doing things differently. It is a tall order, and that is the reason why many marketing departments are failing.
Brian Yanish - MarketingHits.com's comment:
This article provides an in-depth review of a content marketing strategy and gives many examples to help you develop yours.
Without a marketing strategy your business may be wasting valuable man-hours on creating content that is not portraying the proper message to your customer.
Over the last decade, the art of marketing has become incredibly complex, largely due to the number of touch points across which marketers must relevantly engage the modern-day consumer. As technology evolves, however, and brings new and ever-more enticing gadgets to market, so grows the set of tools with which to spark conversation and build long-lasting consumer relationships.
This past year, the launch of several new devices has inspired yet another wave of transformation that will further alter the way people communicate. Regardless of a company’s size -- be it startup, small business or enterprise brand -- every type of marketer will need to learn how to effectively communicate via these new and disruptive mediums. Here, three cutting-edge technologies that will impact the way marketers engage with the consumer in 2015.
Brian Yanish - MarketingHits.com's insight:
This article covers what marketers need to be aware of when it comes to the following three disruptive technologies and how it can play into a marketer's strategy.
2) Internet-connected cars
3) Smart devices in the home
All three of these will provide new data not only to the consumer but also to the marketers. As marketers, we will be able to use this data to target our specific messages to the end-user based on multiple touch points and user requirements.
Chief Marketing Officer may be a well-known title, but not everyone means the same thing when they use the term. In fact, according to this survey by Forbes Insights, the modern CMO typically falls into one of six different roles, or “personas” according to this interesting infographic:
Dynamic Orchestrator (34%): Exceptionally agile operator, despite the constant need for control;
Selective Defender (25%): Wisely picks battles to safeguard existing market share – typically more risk-averse than the other personae;
Strategic Guru (21%): A lifelong marketer with strategy-oriented responsibilities, typically found at larger companies;
Untapped Potential (16%): Regardless of individual personality and talent, these CMOs are trapped in slow-moving, tightly buttoned-down companies with limited prospects;
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Demand Driver (3%): Often loaded up on sales experience, these CMOs deliver on lead-gen and CRM;
Conventional Coach (2%): The “old fashioned” CMO, delivers relatively non-dynamic campaigns for large, steady companies.
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.
Content marketing will keep growing as more companies add more money into their content marketing budgets. We may also see less money spent on offline marketing.
The questions of whether or not to run multiple Twitter accounts tugs at most business owners’ minds at one time or another. Should we have one for customer service and another for product news? A personal account and a business account?
And while the obvious answer to the question is dependent on whether that business has the time and resources to manage multiple Twitter accounts effectively, there are some common scenarios that could warrant a second handle.
The cover image captures the immediate attention of visitors to Facebook pages, and social promotions platform Amazly shared three vital tips for page administrators to capitalize on that key real estate.
Amazly reminded page admins that cover images display at 851 pixels wide by 315 pixels on desktop and at 640 by 360 on smartphones, and its three tips were:
Use your cover image and your call-to-action button strategically: You can accomplish this by strategically designing your Facebook cover image to deliver a message that aligns with what your CTA button asks visitors to do, or, for a more direct approach, take tips from pros like Guy Kawasaki and Ali Brown and point visitors right to the CTA.
I like using https://www.canva.com to make to make Facebook cover photos.
We saw a trend of big name content sites disabling their comments in 2014 and I am jumping on the bandwagon in 2015. (I am not the only one.)
There is a long list of “why’s” that led me down the turning off my comments path, but I will just go over the three main reasons why I did and why I think other content sites, big and small, should do the same.
For comments I'm using https://disqus.com integrated with the Wordpress blog on my site. I'm also importing any Twitter tweets about each post as comments.
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.
This is an excellent infographic and article and article on how influencers are more important to customers in the brand itself. Today consumers have access to reviews on websites / blogs and within social media to help them in their buying decisions. Or in many cases they can simply ask their friends and followers within social media for help.
Brands need to understand that the conversations about their products and services are happening online with or without them. Playing a key role is monitoring the discussions using social listening tools.
With Twitter’s much more polished live-streaming app Periscope now on the market, Meerkat needs to strengthen its own social graph to keep users from straying to its new competitor. So today Meerkat for iOS was updated with recommendations of people to follow, a way to follow people from inside streams, and ways to discover streams your friends like. It’s also trying to neutralize some Periscope talking points like Meerkat being too publicly chatty by letting users opt out of syndicating their comments to Twitter.
Facebook co-founder Mark Zuckerberg on Thursday proclaimed the successful test of a wide-winged, solar-powered drone built to deliver wireless internet service to remote spots. "Aircraft like these will help connect the whole world because they can affordably serve the 10 percent of the world's population that live in remote communities without existing Internet infrastructure," Zuckerberg said in a post on his Facebook timeline. The unpiloted aerial vehicle, or drone, has a wingspan greater tha
You might think that getting global traffic or building a global audience requires big marketing budgets for translations, localizations, ccTLDs, ads, and other multiple items that involve a middle man (who will want to charge you fees). You can do better than that.
The Web is a global sales platform, and the products and services that you are selling have the potential to be very popular in areas outside the U.S. That is if your product is (as it should be): 1) digital, 2) scalable, and 3) distributed globally.
Apple's first smart wearable will be arriving on consumers' wrists in about a month, but the first Apple Watch-ready apps have already started arriving in Apple's App Store.
Among other apps, Twitter, Evernote, Expedia, the New York Times and Target have been updated with support for the upcoming wearable, 9to5Mac noted.
Social media is the engagement tool of choice when you try to reach your consumer base. We often overlook using engagement marketing to target and promote to e-tailers and retailers.
Cross-platform promotions reap significant benefits for vendors that carry your brand. It helps brands communicate with their partners by driving traffic to their online properties. This action increases sales and ROI.
Here is a 3-step online strategy to reach your consumers and encourage them to shop
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.
Your marketing department wears many hats. Among them there’s the PPC hat, there’s the content hat (which is fit for a king), and there’s the demand generation hat – just to name a few. The demand generation hat is worn by anyone who is creating any sort of demand for your product or service.
Pinterest has become a major hub for brands that want to connect with consumers who love to share content. Indeed, users engage and interact with branded content frequently on Pinterest. A report from Networked Insights examines how Pinterest users share and discuss branded content on the network.