Integrated Brand Communications
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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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Native advertising: How news sites separate church and state | Media news | Journalism.co.uk

Native advertising: How news sites separate church and state | Media news | Journalism.co.uk | Integrated Brand Communications | Scoop.it

How news organisations are building commercial teams of former journalists who create paid-for content on behalf of brands.

 

Native advertising has been a key trend of 2013, with many publishers keen to benefit from this revenue stream.

Sometimes called sponsored or branded content, it is a form of advertising that moves beyond the advertorial.

"It is content that is created for or provided by a brand or an advertiser that is then surfaced on a publisher's platform," according to Raju Narisetti, senior vice-president and deputy head of strategy at News Corporation.

The Huffington Post, in conjunction with parent company AOL, last monthpublished a report which proposed that native advertising is "sponsored content, which is relevant to the consumer experience, which is not interruptive, and which looks and feels similar to its editorial environment".

Perhaps the easiest way to understand it is by looking at a couple of examples, such as the Guardian's 'what to wear on a date' video, sponsored by John Lewis, with clothes featured in the video from the department store, and BuzzFeed's '20 coolest hybrid animals', created for hybrid car Toyota Prius.

Many publishers see native advertising as a huge opportunity.

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MediaPost Publications Wireless Carriers Struggling With Consumer Expectations 11/01/2013

MediaPost Publications Wireless Carriers Struggling With Consumer Expectations 11/01/2013 | Integrated Brand Communications | Scoop.it

The Big Four wireless carriers are having trouble living up to their brand promises, and it’s costing them customers. 


According to a study from Interakt, more than one-third of wireless customers have switched providers because they felt the carrier did not live up to promises the company had made. Another 13% said they were currently considering switching for that very reason. 


In fact, about 20% of the people surveyed said their carrier was “perfectly consistent” when it came to the promises made at enrollment, compared to their actual experience. 


“What the data show is a distinct disconnect between the brand promise and the brand experience,” Max Russell, lead of North American operations at Interakt, tells Marketing Daily. “What the study doesn’t reveal is where that disconnect happens. In our experience, it can happen at any customer touch point.” 


Russ Merz, Ph.D.'s insight:

Evidence of a clear disconnect between #brand promises made and #experiences by consumers. Anybody surprised?

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Misinterpreting Brand Valuation | Aaker on Brands | Prophet

Misinterpreting Brand Valuation | Aaker on Brands | Prophet | Integrated Brand Communications | Scoop.it

Most executives like to know how valuable their brand is relative to other brands. What is its ranking, and has that ranking changed during the last year or so? Positive answers to those questions lead to accolades to the CMO, and negative answers lead to embarrassed silence, at best. The problem is that the data that appears to answer that question really cannot do so. What we actually have is an illusory quantification that means little in the context of these questions. Those that use the valuation numbers and rankings in that way are making a big mistake. Those that act on them are making an even bigger one.

 

To simplify, the value of the brand is based in large part on two numbers: The value of the business and the percent of impact of the intangible assets attributed to the brand. When a brand controls the business of the firm as is the case for GE, Microsoft and Ford, for example, the value of the business is its market cap. But the market cap is driven by many factors other than the brand including the economy, the stock market and competitors. So if the market cap goes up by 20 percent, maybe because the stock market surged, it is unwise to think that brand building was extraordinary during that period.

Russ Merz, Ph.D.'s insight:

Words of wisdom about #brand valuation from the master, David Aaker.

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Using Big Data to Make Money: Why Social Media Marketing Lags? - Business 2 Community

Using Big Data to Make Money: Why Social Media Marketing Lags? - Business 2 Community | Integrated Brand Communications | Scoop.it
Can you use big data to make money?ARE you using big data to make money?

Over the last decade or so, marketing changed to something VERY data driven. No longer do CMOs make decisions based on intuition and experience alone. Increasingly, every decision.

Famously, John Wanamaker (the department store giant) said:

Half the money I spend on advertising is wasted. The problem is I don’t know which half.

Well, today’s CMOs would lose their jobs for making such a statement. Not only are they expected to know the ROI of everything they do, they’re supposed to use data to INCREASE the ROI through informing better decisions.

And, the potential for increasing ROI using data is enormous — 241% greater ROI results from using data to make better decisions. And, most businesses use big data to make money. Yet, online use of the wealth of data coming from your various social media platforms — Google Analytics, Facebook Insights, YouTube, and soon, Twitter analytics — is low. According to HBR, only 12% of companies are effective with their social media marketing and nearly 1/3 feel supporting the ROI of social media marketing is their biggest challenge and nearly half find it difficult to see how social media marketing can make a difference in their firm’s performance.

The Guardian echo’s finding from the HBR study, showing too few firms using data to support their social media marketing ROI or extracting business intelligence from their social media network.

Compare these numbers to data in the infographic to the right and you see a huge disconnect.

 


Read more at http://www.business2community.com/social-media/using-big-data-make-money-social-media-marketing-lags-0665992#sxvYu37UKYYtW7vM.99

Russ Merz, Ph.D.'s insight:

Angela Hausman give five reasons for why #socialmedia lags behind in the use of #bigdata.

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How To Brand Yourself Online Without Sacrificing Privacy

How To Brand Yourself Online Without Sacrificing Privacy | Integrated Brand Communications | Scoop.it

Using social media for personal branding is a powerful tool. It allows you to develop your online authority and trust – all while showing the “human” behind the brand. People want to connect with other people, which is why engaging in social media is such a fabulous personal branding tactic. But you may be thinking:Where do I draw the line between publicly sharing my life and maintaining my privacy?

Russ Merz, Ph.D.'s insight:

Useful  guidelines if you are using social media as part of your #personalbranding strategy.

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Why designers should give branding back its soul | Branding | Creative Bloq

Why designers should give branding back its soul | Branding | Creative Bloq | Integrated Brand Communications | Scoop.it

In an age where companies think branding strategists can solve all their problems, Adrian Shaughnessy argues that designers should take back control.

 

Graphic designers rarely question the practice or culture of branding. Hardly surprising, since the creation of brand identities and branded communications is what provides so many graphic designers with a living. Designers need clients, and clients want branding. Vast swathes of the public love brands, and we live in a world where everything and everyone from Premiership football clubs to former Big Brother contestants think of themselves as brands.

 

So, if designers want to have plenty of work, it's probably wise not to look too closely at what branding is, and what its effects are on the profession of design or on the wider culture. However, this unquestioning assimilation of brand culture is inevitably raising questions of its own.

Russ Merz, Ph.D.'s insight:

A very good article that examines the interplay between #design and #branding.

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The Central Role of Women in Brand Advocacy

The Central Role of Women in Brand Advocacy | Integrated Brand Communications | Scoop.it

Your customers are probably your greatest untapped marketing resource. Marketers spend millions of dollars on traditional advertising while neglecting their greatest existing source of word of mouth: Their advocates.

But do you really know who your true customers are? Did you know, for example, that recent research has found that women control 80 percent of U.S. spending (65 percent worldwide), and that 91 percent of women feel that advertisers don't understand them? If you are able to create a genuine and relevant brand experience for women, you will be on the right track to activating their potential as brand advocates, and as your most valuable asset in reaching out to new audiences and growing the reach of your business online.

Genuine voice

One of the differences between the message that comes from a brand advocate versus the one from traditional advertising is a sense of genuine passion. Traditional advertising is about talking to you; advocacy centers around a relevant conversation.

Russ Merz, Ph.D.'s insight:

A powerful article that argues for the development of #brand advocacy among #women as an effective complementary voice to #advertising. It provides some compelling statistics to support the author's POV.

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Klout As A Personal Brand Builder - Business 2 Community

Klout As A Personal Brand Builder - Business 2 Community | Integrated Brand Communications | Scoop.it

Wikipedia defines Klout as: “…a website and mobile app that uses social media analytics to rank its users according to online social influence via the “Klout Score”, which is a numerical value between 1 and 100. In determining the user score, Klout measures the size of a user’s social media network and correlates the content created to measure how other users interact with that content.”

 

It’s not how many Twitter followers or Facebook fans you have – Klout measures how effective you are in interacting and how often others spread the word about you or your brand. How far does your message reach? Klout provides that metric.



Russ Merz, Ph.D.'s insight:

6 ways to use #Klout for building and measuring your personal #brand.

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2013 Content Marketing Research: Most Effective Content for Lead Generation | TechValidate Blog

2013 Content Marketing Research: Most Effective Content for Lead Generation | TechValidate Blog | Integrated Brand Communications | Scoop.it

In July of 2013 we reached out to get statistical evidence behind what we hear from our customers in B2B marketing on a daily basis. Over 230 B2B marketing professionals responded.


 

Demand generation and lead nurturing campaigns are top initiatives for many B2B marketers. As enterprise technology companies get increasingly sophisticated in their use of powerful marketing automation technology, they track what type of content works for specific segments of their prospective markets.

 

 

Results from our survey pointed to social proof from customers as the definitive lead in lead generation effectiveness. 64% of surveyed B2B marketing professionals indicated that customer testimonials and case studies were very effective or better.


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20 Years of 'Got Milk?'

20 Years of 'Got Milk?' | Integrated Brand Communications | Scoop.it
—Jeff Goodby of Goodby, Silverstein & Partners wrote "got milk?"—one of the greatest marketing taglines ever. Here, he looks back at the campaign on its 20th anniversary. It is perhaps the most boring product imaginable.
Russ Merz, Ph.D.'s insight:

A nice review of a classic #brandstrategy by the creator of the campaign. 

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INFOGRAPHIC: Personal Branding in 9 Simple Steps

INFOGRAPHIC: Personal Branding in 9 Simple Steps | Integrated Brand Communications | Scoop.it

Here's a great Personal Branding infographic from our Italian friend Enrico Bisetto at Sestyle. His 9 basic steps to creating a personal branding strategy are:

Who are you?How are you perceived?What do you want to achieve?Create your brand!Create your eco-system!Create your network!Create original content!Get involved & share!Listen & monitor!

 

Russ Merz, Ph.D.'s insight:

Useful guidelines for students (and young professionals) as they begin building their own #personalbrand.

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10 Brand Tactics For Your 2014 Marketing Plans - Heidi Cohen

10 Brand Tactics For Your 2014 Marketing Plans - Heidi Cohen | Integrated Brand Communications | Scoop.it

Branding positions your offering in your customer’s mind. A strong brand is simultaneously unique, relevant and consistently used. This is more than just empty marketing-speak. It’s an important success factor that delivers real value to your business’s bottom line.

 

The total value of the BrandZ™ Top 100 Most Valuable Global Brands grew 7% to $2.6 trillion in 2013,and 77% since 2006, according to Millward Brown. This includes overcoming setbacks experienced during the recent recession. The fastest growing brand markets were China, Russia, India and Africa.

 

Over the past 8 years, this portfolio of public companies’ brands increased 58%, more than twice the improvement of the S&P 500’s market value of 23% during that same period. (Chart)

Russ Merz, Ph.D.'s insight:

A good reminder of the value of #brands and branding strategies.

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Do Cross-Platform Campaigns Yield Results?

Do Cross-Platform Campaigns Yield Results? | Integrated Brand Communications | Scoop.it
Exposure on different channels results in varied sales lift

It’s easy to think of advertising campaigns on mass media channels like television as a completely different animal than ones designed specifically for digital channels. But research shows that the two can work in tandem to yield good results.

 

A study conducted by TiVo Research and Analytics, customer research company dunnhumbyUSA and Comcast Media 360 tracked a cross-platform consumer packaged goods campaign conducted in November and December 2012 that used television, online display ads and online video ads. It then compared ad impressions with purchase data to gauge the effect of cross-platform advertising.



Russ Merz, Ph.D.'s insight:

There appears to be a potential "multiplier effect" for cross platform #brand marketing campaigns.

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Justin kettner's curator insight, March 3, 2014 12:19 PM

more money needs to be spent on multiple kinds of advertisement to get a crossed  for buyers or electors to pick you or you're product. Well it makes sense if you only see one thing and nothing that puts competition against it what will you choose?

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Influence Marketing: How To Amplify Your Content With Social Leaders - Business 2 Community

Influence Marketing: How To Amplify Your Content With Social Leaders - Business 2 Community | Integrated Brand Communications | Scoop.it

Do you amplify your content through Influence Marketing?

You’ve written a great blog post. Now you need to get your article seen and read by your target market. But how? Use Influence Marketing.

In part three of this three part series on Influence Marketing, I’ll now show you 3 top methods (and a bonus tip) of getting your content shared by your Influencers – and read by their readers.

If you missed them, check out part one: how to find your social Influencers, and part two: how to build relationships with social leaders and drive traffic to your blog of my Influence Marketing series.

Tweetable Takeaways

(click to tweet)

Size matters. Write quality content with substance to get your article sharedWrite a monthly round up article, showcasing industry InfluencersWant to guest blog? Do your homework when pitching InfluencersEmail vs. Twitter. What’s the best way to pitch?



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Marketers Are Putting Their Money and Confidence in Social Media

Marketers Are Putting Their Money and Confidence in Social Media | Integrated Brand Communications | Scoop.it

Content marketing is being taken to a whole new level thanks to social media platforms that allow companies to better connect with their customers.

 

Business to business (B2B) marketers are utilizing content marketing strategies more and more in the digital age to promote their brands.

They're becoming confident in creating content supported by the brand, such as magazines, books, articles, how-to guides and more.

 

Social media sites facilitate the spread of this content by allowing customers to share information with other potential customers.

Russ Merz, Ph.D.'s insight:

B2B marketers increasing investments in #social media marketing activities. (#SMM)

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Dave Marzion's curator insight, November 3, 2013 4:06 PM

http://davesmasterplan.com

Jason Morris's curator insight, November 4, 2013 10:50 AM

The times they are a changing, B2B companies are slowly waking up to the potential of Social Media. Problem is most do not have the resources at hand to take full advantage.

We can help companies reach out across Social Media platforms to create awareness and drive lead generation.

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Breaking 5 Bad Content Marketing Habits That Need To Be Stopped

Breaking 5 Bad Content Marketing Habits That Need To Be Stopped | Integrated Brand Communications | Scoop.it

As a marketing leader, how do you break the bad habit of providing ho-hum content and hosting events that look like your competitors’?

Let’s turn to television for some answers. For the past five seasons in the U.S., actorBryan Cranston played Walter White, a hapless chemistry teacher turned megalomaniacal crystal methamphetamine maker in the TV series Breaking Bad. The show’s creators essentially invented a brand-new genre they call cowboy drama. The series is also unique because the protagonist turns antagonist.

This series exemplifies compelling, groundbreaking content, which Breaking Bad's Creator/Executive Producer-Writer-Director, Vince Gilligan, has masterminded. Millions voted with their remote controls.

Much as the series outlined grave consequences for Walter White’s errant behavior, marketing leaders will also experience negative (although less fatal) consequences for creating marginal content.

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How to Build a Business Plan For Your Personal Brand

How to Build a Business Plan For Your Personal Brand | Integrated Brand Communications | Scoop.it

The following is the sixth in the series "Personal Branding For A Better Life," in which marketing expert Jim Joseph applies big brand marketing lessons to help you build a successful personal brand.


If you were marketing a big brand for a living, the notion of outlining an annual marketing business plan would be second nature to you. Those of us who have managed brands through the years are very much used to the process.



Russ Merz, Ph.D.'s insight:

Jim Joseph suggests goal setting, action planning and forecasting as part of #personalbrand building strategy.

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CPG Brands Target Direct-to-Consumer Sales

CPG Brands Target Direct-to-Consumer Sales | Integrated Brand Communications | Scoop.it
Digital buyers shop brand sites for exclusive offerings

CPG brands are focusing on direct-to-consumer (DTC) channels as they build out more robust digital services.

 

When CGT and Wipro polled CPG executives in North America in July 2013, they found that 39% believed direct-to-consumer channels were driving the most digital revenues for their companies.



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Nielsen To Include Web And Mobile Viewing In TV Ratings

Nielsen To Include Web And Mobile Viewing In TV Ratings | Integrated Brand Communications | Scoop.it

To capture the changing video viewing habits and options available to consumers, Nielsen announced today it will add digital video consumption to its traditional TV ratings, starting with the 2014-15 television season.

 

After months of testing, Nielsen will release the software developer kit (SDK) in mid-November. The SDK will allow Nielsen to measure both traditional TV viewing and viewing on digital platforms that fall outside the current TV ratings system including, multi-room DVRs, internet connected televisions, mobile devices, browsers and app content players. In addition to working with traditional broadcasters, the SDK allows Nielsen to partner with digital content providers such as YouTube and Netflix.

 

“We’ve been working hard to deliver this new SDK and are excited to be able to deliver a single client solution that supports both the linear (TV style) and dynamic (Internet style) ad models,” said Megan Clarken, EVP, Global Product Leader, Nielsen. “This unified encoding approach for video enables measurement to follow content across screens and ad models.”

 

If a broadcaster makes a TV show available for viewing on a digital device and it meets the ad load and timeline requirements for TV ratings, then that viewing will credit to the traditional Nielsen TV ratings.

Russ Merz, Ph.D.'s insight:

Nielsen broadens and strengthens its hold on the #TVRatings business by adding #digital content from the web and #mobile.

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17 Must-Haves for the Perfect Linkedin Profile | The Savvy Intern by YouTern

17 Must-Haves for the Perfect Linkedin Profile | The Savvy Intern by YouTern | Integrated Brand Communications | Scoop.it

You’ve built your LinkedIn profile and are ready to begin networking and attracting the attention of influencers, decision makers and employers. Great start!

 

Keep in mind though, that your profile is one of over 200 million on the site, many of who have the same goals. So how do you make your LinkedIn profile stand out among the rest?

 

You make your profile as perfect as possible, of course. And that is now easier to accomplish than ever before, thanks to this thorough infographic by Linkedin expert Neal Schaffer at Maximize Social Business.

 

What do we like best about this infographic? Neal includes 17 points to make your Linkedin profile go from just “complete” to “stand up and get noticed!”

 

How many of these “must-haves”… do you have now? How close to perfect… is your LinkedIn profile?

Russ Merz, Ph.D.'s insight:

Great guidelines for developing an on-line #personalbranding persona.

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Greg Bonsib's curator insight, October 27, 2013 10:25 PM

How many of these “must-haves”… do you have now? How close to perfect… is your LinkedIn profile?

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How to Decide Where to Invest in Content Marketing - Brandwatch

How to Decide Where to Invest in Content Marketing - Brandwatch | Integrated Brand Communications | Scoop.it

I still often hear “we need a social media strategy” when training or at conferences. This is positive since it suggests a more planned, holistic approach to social media than the “we need a Facebook page” which we heard two or three years ago.

 

I do wonder, though, what these social media strategies contain; sometimes it seems that all they will cover is general goals, evaluation, policy and how to make use of different potential social networks.

If this is the case, I think it’s important that a social media strategy is linked to, or contains, a content marketing plan which reviews the options for using different types of content to support campaign objectives.

 

Of course not all content will get the cut-through and sharing, needed – you need a way to see whether it will. “Creating content” isn’t enough – according to Michael Stelzner, it needs to be Nuclear content, or for Lee Odden, Rock Star content, and for Joe Pulizzi,Epic content.

 

We developed the Content Marketing Matrix as a way for businesses to review potential content types for different target personas. In workshops the matrix seems well received as a useful tool, but it is so good at identifying new approaches that there is then the challenge of deciding on the best investments!

Russ Merz, Ph.D.'s insight:

This article highlights the #contentmarketing matrix as a tool for planning #brand content marketing programs. it also provides a 10 criteria for assessing the plan.

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Research: The Emotions that Make Marketing Campaigns Go Viral

Research: The Emotions that Make Marketing Campaigns Go Viral | Integrated Brand Communications | Scoop.it

Heat maps of viral content show what compels us to share.

We’re all well aware of the fact that marketing is shifting from a landscape where marketers can utilize mass media to speak at consumers, to one where marketers are simply part of the crowd themselves.  The bullhorn of radio, television, print and other one-way interruptive marketing approaches are quickly losing efficacy. So how do you get your brand noticed?

 

A recent article by Mitch Joel argues that brands must publish more content, that the old standbys of frequency and repetition that worked so well in decades past are still worthwhile today. Truth be told, he’s right. Publishing more content, even if the content isn’t viral or noteworthy, can be a great way to maintain or even grow existing large audiences.

 

But what if your brand or company doesn’t have an active audience of avid content consumers already? In this case, piles of mediocre content certainly won’t do the trick. If you don’t already have a large built-in audience, you must attract them from elsewhere. Viral marketing is hands-down one of the best ways to do this.

 
Russ Merz, Ph.D.'s insight:

Three lessons in #viralmarketing learned from research on #emotional content in messages.

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Jmt Lê's curator insight, October 1, 2014 9:21 AM

A great start in understanding the emotional drivers of viral marketing.Not all emotions are as effective in driving sharing behavior as others.

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Branding Strategy Insider | 7 Ways To Build Brands Beyond Functionality

Branding Strategy Insider | 7 Ways To Build Brands Beyond Functionality | Integrated Brand Communications | Scoop.it
Everyone talks about the need for brands to keep up with consumer demand, yet, curiously, some brands have lived on beyond their purely functional need, largely because they carry with them associations that continue to burn strong.
Russ Merz, Ph.D.'s insight:

A case study of the Victorinox #brandstrategy principles. 

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A Guide to Google Hummingbird (Infographic)

A Guide to Google Hummingbird (Infographic) | Integrated Brand Communications | Scoop.it

News of Google’s Hummingbird algorithm update has generated buzz all over the Internet, and eager content marketers are already trying their best to plan and adapt for the latest update. And just like any other Google algorithm update, Hummingbird has brought on many changes that have marketers wondering if their own content marketing strategies might be affected.

 

Below is an infographic with more information on Hummingbird’s significance today.

Russ Merz, Ph.D.'s insight:

The #contentmarketing implications of Google's new #Hummingbird search algorithm.

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4 Tips for Making Visual Content Go Viral — and Benefit Your Business

4 Tips for Making Visual Content Go Viral — and Benefit Your Business | Integrated Brand Communications | Scoop.it

A new study, coming out of the University of Trento in Italy, takes a look at what types of visual content have the most viral potential on Google+. Although the study focuses on this one social network, the implications of its findings are intriguing and provide insights that can translate to other social platforms.

 

Comparing image attributes such as static vs. animated, portrait vs. landscape, color vs. black and white, and a variety of others, the study also points to potential avenues for optimization of content that gets shared on social networks. 

Russ Merz, Ph.D.'s insight:

What visual factors enhance the #viral potential of #brand content marketing programs?  

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