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Social media marketing and fries: How McDonald's monitors social chatter for brand success

Social media marketing and fries: How McDonald's monitors social chatter for brand success | Public Relations & Social Media Insight | Scoop.it

Social media monitoring has become a mainstream practice across almost every industry. Marketers evaluate web chatter in real time to create dynamic and timely social media content that adds to or sparks a conversation with new and existing followers.

 

It makes sense that brands would focus on data-inspired social media strategies: Pitney Bowes noted that 25 percent of surveyed respondents will put social insights to work in the near future, and a report from J.D. Power and Associates discovered that 87 percent of social users buy from brands they engage with positively online.

 

Social media monitoring can significantly enhance companies’ internet marketing campaigns, and brands that want to take their efforts to the next level should consider sharing audience-responsive content in real time. Take a page from McDonald’s content marketing menu.

 

Recently, eMarketer’s Debra Aho Williamson interviewed McDonald’s Director of Social Media Rick Wion about how the global fast-food brand adapts to the changing social media marketing world. Williamson discovered that McDonald’s uses social analytics to reach real-time marketing goals. Wion noted that the fast food company constantly tests and learns as it goes, putting together different marketing messages and evaluating responses before taking the next step. In essence, McDonald’s creates a choose-your-own adventure-like campaign and delivers ready-made content to take advantage of social chatter and trending topics....

Jeff Domansky's insight:

Social media monitoring allows marketers to manage accounts and content in real time....

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Michael's comment, September 26, 2013 2:47 AM
I think you found a great article here that explains the communications mix and its importance really well. I also like your insight as you picked up on some great points, especially the importance of adapting to change carefully rather than rushing and trying to be the first and failing.
Sam Wilkinson's comment, September 26, 2013 4:25 AM
I really like the concept of this article and the practices McDonalds implements (hardly surprising being such a successful company). Particularly, I like the idea or reevaluating goals and objectives while the campaign takes place as this presents opportunities where the company can market for different effect i.e boosting sales then focusing on bran loyalty.
Blake Holmes's comment, September 26, 2013 6:24 AM
This article was a great choice and again is useful for understanding the importance of social media and direct marketing. Being able to communicate effectively and efficiently with consumers is very important to ensure a business can enjoy a strong relationship with its consumers.
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Google Street View’s attempt to capture tomato-throwing festival squashed by revelers

Google Street View’s attempt to capture tomato-throwing festival squashed by revelers | Public Relations & Social Media Insight | Scoop.it

Google’s Street View team does an awesome job in getting just about everywhere these days, from the Great Barrier Reef to the top of Mount Fuji to inside the world’s largest passenger plane.


However, a somewhat brave attempt to offer stay-at-home travelers an immersive view of one of the world’s most bizarre festivals ended in failure this week when the camera-equipped car ended up being overrun by revelers. Oh, and tomatoes, too.


Yes, this was La Tomatina, an annual event in the town of Buñol in eastern Spain that sees some 30,000 people from around the world hitting the streets with the sole intention of laying waste to 150 tons of tomatoes....

Jeff Domansky's insight:

It may have seemed like a good idea at the time, but Google ended up having to pulp its plan to capture Street View imagery at Spain's famous tomato-throwing festival after its car and camera were damaged by exuberant revelers. Weekend funnies.

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5 Ways Fortune 500 Companies Will Leverage Content Marketing in the Future

5 Ways Fortune 500 Companies Will Leverage Content Marketing in the Future | Public Relations & Social Media Insight | Scoop.it

Online publisher content is almost completely reliant on advertising – a $50 billion a year industry. However, so much of that advertising actively detracts from enjoying the content itself. We’ve gotten used to believing is the price we pay to be entertained by the Internet.

The future belongs to the companies that instead of barraging consumers to “buy us”, ask them to “trust us.” They’ll do this by replacing much of those ads with relevant, informative content that drives trackable brand awareness and trust.

Here are 5 ways that companies will leverage content to make this transition....

Jeff Domansky's insight:

Alex Gold looks at companies testing the future of content marketing.

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Quiz Yourself: Is Your Grammar Holding You Back?

Quiz Yourself: Is Your Grammar Holding You Back? | Public Relations & Social Media Insight | Scoop.it

Why nitpick about grammar? Because if you don’t, people will assume you don’t know what you’re talking about — they often equate sloppy speech or writing with sloppy thinking. As a result, you may miss out on career and business opportunities. The stakes are that high.


This brief quiz will help you gauge how well you know some basic points of grammar. At the end, see how your score compares with the average on hbr.org....

Jeff Domansky's insight:

Are you a grammar God? Only one way to find out. Take the Harvard Business Review test.

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10 terrific Instagram tools and apps for marketers

10 terrific Instagram tools and apps for marketers | Public Relations & Social Media Insight | Scoop.it
Only 28 percent of marketers use Instagram. That means 72 percent are missing out on great opportunities.


These 10 Instagram tools and apps will help you make the most of your Instagram efforts, whether you're creating captivating posts, monitoring your Instagram analytics or converting your Instagram followers to customers...

Jeff Domansky's insight:

10 instagram tools you can use.

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Instagram Ends the Tyranny of the Square

Instagram Ends the Tyranny of the Square | Public Relations & Social Media Insight | Scoop.it

In its own way, it's been as defining a restriction as Twitter's 140-character limit. Instagram photos (and videos) come in one format: square. It forces the service's photographers into choosing thoughtful compositions, and provides an aesthetic link to the square snapshots that folks once took with Instamatics and Polaroids.


Except . . . Instagram users have stubbornly ignored this limitation. Actually, 20% of the photos people see on the service are portrait or landscape images that have been padded with white or black borders to fill out unused space, especially images that involve buildings, large groups of people, and other subjects that tend to be tall or wide. There are whole apps and tutorials designed to make this easy.


So maybe it's not that huge a deal that Instagram is taking this workaround that its users have embraced and turning it into a standard featurse. Henceforth, the service's iOS and Android apps will allow folks to share images and videos in a variety of aspect ratios....

Jeff Domansky's insight:

Instagram now lets you go wide or tall for photos and videos that don't fit into its iconic square frame. Don't be a square!

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Laura Nunemaker's curator insight, August 28, 4:20 PM

Interesting that 20% of photos on Instagram are padded landscape & portrait pics anyway

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7 Questions Every Online Customer Has & Why You Need to Know Them

7 Questions Every Online Customer Has & Why You Need to Know Them | Public Relations & Social Media Insight | Scoop.it

Most people visit your site because they want something. Your ability to give them that something determines whether they take up your offer and your landing page converts. A while back, I talked about the importance of reading your customers’ minds to improve conversions, but you can go one better, by understanding not just their minds but their emotions.


According to Psychology Today, there’s a strong emotional component to the way people evaluate brands and potential purchases. And it’s not just about feeling good about your ad (though that’s important, too); it’s about what’s going on inside their brain....

Jeff Domansky's insight:

Learn the 7 questions your customers are asking even if they don`t always know it. Answer them and improve conversions.

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kelvin dsuja's curator insight, August 28, 2:34 AM

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mẹo hay trong nhà 

Annie Sisk's curator insight, Today, 9:30 AM

Whatever your niche, your customers probably have some of the same questions - can you answer them? 

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Global Content Impact Index CMI - Acrolinx

Global Content Impact Index CMI - Acrolinx | Public Relations & Social Media Insight | Scoop.it

Although content has proven itself to be a critically important component of successful marketing in today’s online world, all too often companies are sacrificing the quality of their content for quantity. As we’ve seen, most of the 340 companies we reviewed as part of our initial look at global content quality are producing content that doesn’t measure up.


We believe those companies, and the countless others just like them, will be handicapped if they don’t start paying more attention to their content quality....

Jeff Domansky's insight:

Without a focus on quality of content. It's just noise according to this global survey. Highly recommended reading. 9/10

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10 influencer marketing facts | GroupHigh

10 influencer marketing facts | GroupHigh | Public Relations & Social Media Insight | Scoop.it

While I consider myself more of a "creative" type I can sometimes be a nerd for data and numbers and graphs!The other day, I found that I had a ton of recent research reports saved off on influencer marketing. So for my own aid and now yours, I put my ten favorite research reports in a pretty SlideShare presentation and highlighted my favorite facts from each one....

Jeff Domansky's insight:

Kristen Matthews at GroupHigh highlights 10 recent studies and findings in the influencer marketing world.

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Ten ways technology can increase customer loyalty | The Wise Marketer

Ten ways technology can increase customer loyalty | The Wise Marketer | Public Relations & Social Media Insight | Scoop.it

Recent figures from Gartner suggest that there will be some 30 billion web-connected devices globally by 2020 and, while this presents fantastic opportunities for marketers, our focus should be on the customer and not on the latest piece of shiny new technology, according to Barry Smith, senior consultant for Ikano Insight.

Poorly used technology could simply result in disengagement not only from communications, but from the brand altogether.

So how can you ensure that your brand is using technology to deliver the most relevant and timely communications in order to drive your customers to spend more, spend more often, and remain engaged? Ikano Insight offers the following ten tips for using technology to increase customer engagement and loyalty...

Jeff Domansky's insight:

Here's why a focus on the customer is critical future success according to Barry Smith. Recommended reading.  9/10

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Instagram Hashtag Contests: Examples, Best Practices for Marketers | Newscred

Instagram Hashtag Contests: Examples, Best Practices for Marketers | Newscred | Public Relations & Social Media Insight | Scoop.it

It has become the social network over the past few years, and as it turns out it’s actually a great platform for marketers too. Many brands, both B2B and B2C, have hopped on the Instagram train to find a surprising level of success.

But how can you get followers engaging on Instagram and creating user-generated content?

An Instagram hashtag contest is the perfect solution to incentivize engagement with your brand, get user-generated content. and ensure your brand is seen by your entrant’s network. Let’s find out how you can effectively create and run your own!...

Jeff Domansky's insight:

An Instagram hashtag contest? Here's how.

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Sorry, Burger King: McDonald's just said no to your joint 'McWhopper' burger idea

Sorry, Burger King: McDonald's just said no to your joint 'McWhopper' burger idea | Public Relations & Social Media Insight | Scoop.it

Burger King took out a full-page, open-letter-style ad in The New York Times and Chicago Tribune this morning, calling for a truce with McDonald's and suggesting they join forces to create a "McWhopper" burger.


But McDonald's is having none of it.Burger King's idea was to "get the world talking" about the Peace One Day charity, which is lobbying for September 21 to become an official Peace Day. Fernando Machado, the fast-food chain's senior vice president for global brand management, said it wasn't just a PR stunt and that BK was hoping McDonald's would agree to sell the hybrid burger September 21....

Jeff Domansky's insight:

McD burns BK Peace Day initiative. McDonald's CEO Steve Easterbrook says of Burger King's proposal, "A simple phone call will do next time." Bad PR on both sides or do they each have a point?

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‘Did this thing ignite cancer in me?’ Early death for 9/11’s Dust Lady, age 42

‘Did this thing ignite cancer in me?’ Early death for 9/11’s Dust Lady, age 42 | Public Relations & Social Media Insight | Scoop.it
An American woman whose traumatized, dust-covered face summed up the horrors of the September 11 attacks has died of stomach cancer at the age of 42.

Marcy Borders, known as “The Dust Lady” thanks to the photograph taken in the immediate aftermath, became one of the most recognizable survivors. She had started work at Bank of America a month before the attack, and was working on the 81st floor of World Trade Centre when the first plane hit.

She managed to make it down to the ground level and was walking away when the second plane struck the tower, leaving her covered from head to foot in thick grey dust.
Jeff Domansky's insight:

As the anniversary of 9/11 approaches, this photo brings back powerful memories and reflections.

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51% of Marketers See Internet of Things as Biggest Impact Trend

51% of Marketers See Internet of Things as Biggest Impact Trend | Public Relations & Social Media Insight | Scoop.it

Just over half of marketers expect the Internet of Things, with ubiquitous, embedded devices constantly conveying real-time data, to revolutionize marketing by 2020. Along with this they see the power of real-time personalized mobile communication as one of the biggest trends.


Here are the trends that marketing executives see as having the biggest impact on marketers within five years:

  • 51% -- Internet of Things
  • 50% -- Real-time mobile personalized transactions
  • 29% -- Wearable technology
  • 26% -- Virtual/augmented reality
  • 13% -- Privacy backlash...
Jeff Domansky's insight:

What do marketers see as having the biggest impact on them over the next few years? The Internet of Things is at the top of the list.

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Jeff Domansky's curator insight, August 27, 1:01 AM

What do marketers see as having the biggest impact on them over the next few years? The Internet of Things is at the top of the list.

Richard Platt's curator insight, August 27, 11:41 PM

Here are the trends that marketing executives see as having the biggest impact on marketers within five years:

  • 51% -- Internet of Things
  • 50% -- Real-time mobile personalized transactions
  • 29% -- Wearable technology
  • 26% -- Virtual/augmented reality
  • 13% -- Privacy backlash

This study echoes another recent study that examined the impact of the IoT on customer engagement.

That study found that marketers at leading companies are looking to leverage new connections with customers, who expect highly personalized engagements, as I wrote about here recently (89% See IoT Impacting Customer Engagement  ‘Very Significantly’).

The customer experience is increasingly seen as a key to competitive advantage, with marketing taking the lead, according to the Economist study. A majority (75%) of marketers say they will be responsible for end-to-end experience over the customer’s lifetime within the next three to five years.   Marketing will increasingly be seen as less a cost and more as a source of revenue with about  80% of companies classifying the marketing function as a revenue driver, according to the report.  The top areas in which marketers say they need to develop skills are digital engagement and marketing operations/technology.  And that’s where the Internet of Things resides.

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The Top 50 Social Media Influencers on Twitter | Cision

The Top 50 Social Media Influencers on Twitter | Cision | Public Relations & Social Media Insight | Scoop.it

Every year, Cision creates a list of the top 50 social media influencers on Twitter.

Our media research team pulled various lists of social media mavens on Twitter using Cision’s proprietary algorithm which looks for contextual relevancy, engagement levels, key terms and reach, among other components.

After personally vetting the lists, I’m happy to present to you our top 50, listed alphabetically...

Jeff Domansky's insight:

Great list of social media influencers with lots of valuable things to share. Recommended reading.  9/10

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Annie Sisk's curator insight, Today, 9:28 AM

Great list of influencers (I know, I kinda hate that word too but nobody's come up with a better one AFAIK). 

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Oxford Dictionaries Adds 'Fat-Shame,' 'Butthurt,' 'Redditor'

Oxford Dictionaries Adds 'Fat-Shame,' 'Butthurt,' 'Redditor' | Public Relations & Social Media Insight | Scoop.it

Oxford Dictionaries announced its latest additions on Wednesday, highlighting the things we were talking about in the summer of ’15—like angry Internet commenters, gender identity and what a sweet time of day “beer o’clock” is.

Oxford Dictionaries is the branch of the Oxford family that focuses on modern language—words that people are using now and how they’re using them—which makes their barriers to entry different than the venerable, historical Oxford English Dictionary. Their new words often arise from fresh technology and pop culture and might include Internet slang (like new entry pwnage) that would get laughed out of the OED’s admittance office.

As with every update, the additions reflect who English-speakers are. Sometimes we are microaggressive brain-farters. At other times we are butthurt pocket-dialers. At others still, we are simply hangry fat-shamers or rando Redditors....

Jeff Domansky's insight:

Well it's beer o'clock and time to take a look at the newest updates to the OED. Butthurt? Really? We're doomed!

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Annie Sisk's curator insight, Today, 9:29 AM

Some word porn for your Saturday! (Wait, that didn't sound right.)

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6 Advanced Google Analytics Tricks That All Site Owners Should Know

6 Advanced Google Analytics Tricks That All Site Owners Should Know | Public Relations & Social Media Insight | Scoop.it
When it comes to free analytics software, nothing comes close to Google Analytics.

Over 28,365,107 sites use it, which makes it the most popular analytics solution on the market.

Although it has some limitations, it’s fantastic as a free product.

However, most webmasters see the basic graphs and stats that Google Analytics (GA) gives you and never dig any deeper.

This is a shame because there are some really useful advanced features just waiting for you to be used. And I’m about to show you what they are.

And although they’re advanced, they aren’t that complicated to implement or use. I’m going to break them down step by step in this post, and I encourage you to start using as many of them as you find useful. 
Jeff Domansky's insight:

Neil Patel shares excellent tips for better results from Google Analytics.

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Sorrell: Online Video Ad Growth Threatened By Faulty Measurement

Sorrell: Online Video Ad Growth Threatened By Faulty Measurement | Public Relations & Social Media Insight | Scoop.it

WPP CEO Martin Sorrell told analysts on a Wednesday morning conference call that he’d like to see Rentrak and comScore “come together” to devise a solution for what Sorrell described as the “faulty measurement” for media that exists in the U.S. WPP has made investments in both those companies. 


Asked if he meant that the two media research companies should merge to create a new business entity, Sorrell replied that he would “welcome cooperation of any nature” by the companies to address U.S. media measurement — particularly online video measurement, whose value is being increasingly questioned by clients. Marketers are worried about viewability levels and related standards and verification issues, Sorrell said. 


Sorrell added that the current two-second viewability standard is “pretty ludicrous,” and that some clients are rolling back their commitments to online video because they can’t justify the investments based on current measurement and verification standards....

Jeff Domansky's insight:

Video just isn't measuring up according to Martin Sorrell.

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How to Promote with Brand Ambassadors Using Visual Content Marketing

How to Promote with Brand Ambassadors Using Visual Content Marketing | Public Relations & Social Media Insight | Scoop.it

When you need an authentic promotional boost, you need to recognize and leverage your brand ambassadors. This can be done with visual contentmarketing that includes incentives, tools and technology that can multiply your brand awareness.


People like to buy from peopleIn the past, businesses have enlisted logos, symbols, key colours and slogans to build their brand awareness. However, with the instant gratification demands of Gen Y and the “always on” expectations of Gen Z, there is so much more to successful brand marketing than a catchy jingle....

Jeff Domansky's insight:

Brand ambassadors are customer advocates and fans who talk about your brand with passion. Here are 3 ways to tap into that with visual content marketing.

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donhornsby's curator insight, August 28, 8:02 AM

The media landscape has changed and there is a huge opportunity to grasp. With the right tools and technology, you can empower your consumers to not just speak about but become the voice of your brand.

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Psychological Tactics Used by High-Converting eCommerce Sites - Usabilla

Psychological Tactics Used by High-Converting eCommerce Sites - Usabilla | Public Relations & Social Media Insight | Scoop.it

Nothing happens until a visitor clicks a button. And once that happens, that visitor is somewhere in the pipeline of a purchase – either providing contact information, signing up for something, claiming a free trial, or actually making a final purchase. Any one of these actions can be considered a “conversion.”


Getting a visitor to the point of conversion requires sales tactics that have been used for years and are the result of basic human psychological behavior – emotional appeals, such as a sense of belonging, a need to not be left out or an urgency of some sort, like a limited time offer.


Overlaid onto human psychological needs, however, is the new research of neuroscience, which tracks brain activity when the senses are engaged. This new research adds to the “tricks” that ecommerce businesses can use to foster more conversions. Here are five tactics that use either basic psychological appeals, neuroscience, or a combination of both....

Jeff Domansky's insight:

Use insights from psychology to drive conversions on your ecommerce site

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Jeff Bezos' non-denial denial of the New York Times Amazon takedown | Josh Bernoff

Jeff Bezos' non-denial denial of the New York Times Amazon takedown | Josh Bernoff | Public Relations & Social Media Insight | Scoop.it

The New York Times published a brutal takedown of Amazon culture this past weekend. Amazon CEO Jeff Bezos sent around an internal email to deny the charges. But Bezos’ reply is so weak, it makes you wonder if his heart it is in it.

Jeff Domansky's insight:

John Bernoff takes apart Jeff Bezos' defense - "non denial denial" - of Amazon and its workplace practices and criticism.

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Future marketing: Taking the Omni-Channel road | The Wise Marketer

Future marketing: Taking the Omni-Channel road | The Wise Marketer | Public Relations & Social Media Insight | Scoop.it

The future is exciting, with new technologies opening up ways to understand your customer better than ever before. The ability to stretch the picture of your customer from how they transact to how they interact with you through hundreds of touch-points; the complete journey of seeing, thinking and doing that leads to that final purchase - and repurchase - and where they might abandon is critical to understand, according to a white paper from loyalty specialist Ikano Insight.

In this context the paper, entitled 'The future: Omni-channel or overwhelming?', defines 'omni-channel' as a focus on a seamless approach to the customer experience, using all available customer-facing channels, and argues that how a customer engages with a brand is equally as important as the channel interactions they make - and this is the challenge that omni-channel presents for marketers. 64.180.55.243 This article is copyright 2014 TheWiseMarketer.com.

New technology creates new ways of serving targeted offers to specific points in the customer journey; in-store micro-location offers, and HTML5 dynamic banners serving personalised messages across all devices and browsers mean that the Place and Promotion elements of your marketing mix are more advanced and exciting than ever before....

Jeff Domansky's insight:

Here's a good look at how Omni-channel marketing can pay back in the future. Recommended reading. 9/10

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Research: Technology Is Only Making Social Skills More Important

Research: Technology Is Only Making Social Skills More Important | Public Relations & Social Media Insight | Scoop.it

Automation anxiety reached new heights in 2013, when Carl Benedikt Frey and Michael A. Osborne, researchers at the Oxford Martin School, published a paper estimating that 47% of all U.S. jobs were “at risk” of being computerized over the next two decades. Although the jury is still out about robots stealing jobs, the pace at which AI and deep learning technologies have been advancing isn’t ebbing concerns over a future of disappearing work. As machines increasingly perform complex tasks once thought to be safely reserved for humans, the question has become harder to shrug off: What jobs will be left for people?

A new NBER working paper suggests it’ll be those that require strong social skills — which it defines as the ability to work with others — something that has proven to be much more difficult to automate. “The Growing Importance of Social Skills in the Labor Market,” shows that nearly all job growth since 1980 has been in occupations that are relatively social skill-intensive — and it argues that high-skilled, hard-to-automate jobs will increasingly demand social adeptness....

Jeff Domansky's insight:

Got social media skills? Research says you'd better get them soon. Recommended reading. 9/10

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How to Create Great Content Experiences Along the Buyer’s Journey

How to Create Great Content Experiences Along the Buyer’s Journey | Public Relations & Social Media Insight | Scoop.it

Consumers will only pay attention to you when they’re motivated to do so. Interaction and education along the buyer’s journey is the best way to gain their attention and keep it. Obviously, you need to understand your target consumers before you can offer something valuable or helpful to them, but, once you’ve gained their permission to market to them, you can be strategic about guiding them along the buyer’s journey and positioning offers at just the right moment. 

What is the Buyer’s Journey?

The buyer’s journey includes the steps that consumers take in the buying process. After buyers become aware of their needs and begin researching solutions, they generally proceed to three additional stages: Consideration, Recommendation and Purchase. These buyer journey stages map closely to the Lifecycle Marketing stages within the Sell phase: Educate, Offer and Close....

Jeff Domansky's insight:

Craft your content marketing to fit within the "buyers journey" for better results.

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Infographic: The New York Times Passes 1 Million Digital Subscribers

Infographic: The New York Times Passes 1 Million Digital Subscribers | Public Relations & Social Media Insight | Scoop.it

When The New York Times announced its digital subscription model in March 2011, it was considered a bold move by many industry experts. The question was: would people really be willing to spend money on digital content that they were used to getting for free? 


As it turned out, the answer is yes. Four and a half years after the introduction of its metered paywall, The Times recently announced that its digital subscribers had passed the 1-million mark by the end of July. “We believe that no other news organization has achieved digital subscriber numbers like ours or comparable digital subscription revenue”, the company’s CEO Mark Thompson proudly announced....

Jeff Domansky's insight:

The chart shows the number of paid digital-only subscribers of The New York Times.

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Convergence of Content Marketing and Social Media Is Here

Convergence of Content Marketing and Social Media Is Here | Public Relations & Social Media Insight | Scoop.it

I have been under the impression for quite a while that eventually one of the large content marketing platforms - Kapost, NewsCred, Percolate, Contently  - will develop social media capabilities and try to become the ultimate content marketing meets social media stack. I believe that to be the case.


However, a very interesting announcement from Sprinklr, which is certainly one of the leaders in enterprise social media software.


Sprinklr has rolled out its own content marketing suite, including calendaring, the ability to surface topics, and the ability to build out real-time newsrooms. A lot of the tools and technologies that the content marketing platforms have, Sprinklr is now trying to build into their software offering....

Jeff Domansky's insight:

Are we finally at the convergence of content marketing and social media software? Jay Baer answers.

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