Modern Marketing Revolution
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Modern Marketing Revolution
Begin with empathy, provide a compelling experience and make meaning in the world
Curated by Art Jones
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5 Content Marketing Trends To Watch In 2019

5 Content Marketing Trends To Watch In 2019 | Modern Marketing Revolution | Scoop.it
Content marketing can do it all — just not all at once, on its own, or without a conscious strategy.
Art Jones's insight:

Our potential clients and customers expectations for how they want to be treated by the brands they patronize has changed.  Customers expect more and demand more of the brands they do business with. In 2019 customers will continue to embrace the power of their ability to find your competitor as quickly as they can say Alexa or hey Siri.  Pity the brands that do not acknowledge the power to choose wielded by the modern customer.

 

No longer can brands view the marketing funnel as a shute where they stuff potential customers. No longer is it enough to view potential customers as valuable data point attached to a wallet ready to mined in the revenue stream.

 

Excerpt: Right now, the marketing funnel as we know it accepts just about anyone and everyone, filters them through qualification processes, then spits them out at the end without much of a parting word. Too many companies see customers as gatekeepers to wallets; meanwhile, customers feel ignored at best — and insulted at worst — when the journey ends.

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Joanna Goodwin's comment, January 22, 6:53 AM
The Trend keeps on changing every week and month.
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State of Content Marketing 2019: Creativity Strikes Back

State of Content Marketing 2019: Creativity Strikes Back | Modern Marketing Revolution | Scoop.it
After hundreds of meetings and workshops this year, I'm confident that content marketing is about to take a big leap in 2019—thanks to a few key factors.
Art Jones's insight:

Take content marketing seriously

Ensure content performance is a primary KPI

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The 3 Most Important Reasons Marketers Use Marketing Technology

The 3 Most Important Reasons Marketers Use Marketing Technology | Modern Marketing Revolution | Scoop.it
For years, "brand newsroom" has been one of the most lampooned marketing buzzwords. But in 2017, these studios are finally getting serious.
Art Jones's insight:

Content Marketing 3.0

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3 video viewing behaviors on YouTube in 2018

3 video viewing behaviors on YouTube in 2018 | Modern Marketing Revolution | Scoop.it

People watch over a billion hours of video and generate billions of views. Here are three trends we saw play out on YouTube in 2018. Photo by Rachit Tank on Unsplash

Art Jones's insight:

How well do you understand the people in the markets you serve?

 

This article from Google provides visibility into what people in the markets you serve care about. The data says selling the benefits of your solution's features and functions are over. #Adapt

 

Excerpt: "a new generation of consumers is valuing experiences over possessions. The savviest of marketers are adapting to that shift, selling lifestyles rather than just products"

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Without Emotional Advertising, Your Landing Page Won’t Work - QuickSprout

Without Emotional Advertising, Your Landing Page Won’t Work - QuickSprout | Modern Marketing Revolution | Scoop.it
In it, Martin uses the fMRT process, which is short for functional magnetic resonance imaging to “get a glimpse into the head of consumers.”

Here’s what he found:

“Our brains usually run on autopilot, despite making us believe we know what we are doing.”“90 percent of all purchasing decisions are not made consciously.”“Most purchasing decisions take as little as 2.5 seconds.”“Brodmann Area 10 in the human brain’s frontal cortex is activated if someone ‘thinks a product is really cool’. This area is linked to self-awareness and emotions.”“Brands and products that evoke our emotions, like Apple, Coca-Cola or Nivea, always win.”

Via CYDigital, aufaitLibrarian, Heidi Wise
Art Jones's insight:

We like to believe our buying decisions are based upon logic. The reality is our emotions play a greater role in decision making than we like to admit. 

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CYDigital's curator insight, February 8, 2017 10:34 PM

You really need to CT to get the full drift.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

Pass Way's curator insight, February 16, 2017 4:37 AM
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How to Transform from Fan to Fanatic to Fantastic Creator

How to Transform from Fan to Fanatic to Fantastic Creator | Modern Marketing Revolution | Scoop.it
Learning a new skill can give you the momentum you need to be confident about experimenting and figuring out what works for you and your audience.

Photo by Michael Shannon on Unsplash

Art Jones's insight:

Is your brand KLT?

 

 

Excerpt: Your audience members are the most likely to become customers or clients because they have gotten to knowlike, and trust you through the value you already offer them — before any money has been exchanged.

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Know Your Audience

Know Your Audience | Modern Marketing Revolution | Scoop.it
This video illustrates why knowing your audience enables you to create content that consistently wins their attention.
Art Jones's insight:

Know Your Audience


 


What is the most important thing any marketer or sales person can do to enable the success of their campaigns?


 


I believe doing the work to truly know your ideal customer's story is the most important thing any marketing/sales person can do. Why, because absent knowing what they celebrate and what keeps them awake at night the marketing/sales campaigns your creating won't be good enough.


 


When you have not done the work to know your ideal customers story almost as well as they know it, you are just tossing content into the void and hoping someone finds it interesting. 


 


Know Your Audience

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How to Bring Narratives to Life: Insights on Storytelling and Strategy

How to Bring Narratives to Life: Insights on Storytelling and Strategy | Modern Marketing Revolution | Scoop.it
Any brand can tell great stories, but that’s not enough for successful content marketing. In order for your content marketing to be effective, you have to have a strategy, a purpose, and a plan. That was the overarching theme at one of the most popular panels at NewsCred’s ThinkContent New York 2018.
Art Jones's insight:

You've got to believe!

 

Excerpt: “Know your audience and be prepared to say it might not work. But believe in what you’re doing.”

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Emotion Is Your Most Strategic Marketing Tool – InnovaMap

Emotion Is Your Most Strategic Marketing Tool – InnovaMap | Modern Marketing Revolution | Scoop.it
Art Jones's insight:

“Start with your clients emotional priorities then show how you can make their dreams come true.”

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Four Tips On How To Tell Your Brand Story Through Visual Content

Four Tips On How To Tell Your Brand Story Through Visual Content | Modern Marketing Revolution | Scoop.it
Sharing the story of your company -- what drives you, what you value, what you hope to achieve -- can help audiences feel more personally and emotionally invested in what you have to offer.
Art Jones's insight:

How many languages do you speak?  Mandarin, Spanish, Hindi, German, Farso or maybe French? Speaking multiple languages is great, but are you also good a communicating using Visual Language?

 

 

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10-minute workouts to improve your writing

10-minute workouts to improve your writing | Modern Marketing Revolution | Scoop.it
In just 10 minutes a day you can improve your creativity, clarity, and storytelling skills with these short writing exercises.
Art Jones's insight:

What's holding your content creation back? 

 

We think, dream and communicate using stories. Science tells us humans are wired to respond to thoughtful and compelling stories. So we should all become better storytellers.

 

Is storytelling the only skill we should hone, off course not. Once we have a compelling story to share we must write it down, thus writing and storytelling are like peanut butter and jelly they simply belong together. 

 

We write things down in order to share our stories. Yep, that is what we've all be trying to do on the regular. We write our stories down to share them. Creating thoughtful, insightful and compelling stories is what content marketing is right?

 

So why don't more people write on a consistent and regular basis? Why do those that do write create such banal output? Writing so we can share our ideas high and wide is hard for most of us, I know it's hard for me. Then there is the reality that just because we write it down someone will actually take the time to read it. Ha!

 

The post attached here shares a series of simple writing exercises accessible to anyone who can carve 10 minutes out of their day. Hmmm, so if i understand correctly, when I focus on writing for 10 minutes each day, that exercise will make me a better writer.

 

OK, I'm In.

 

 

 

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How To Build A Personal Brand In Three Steps

How To Build A Personal Brand In Three Steps | Modern Marketing Revolution | Scoop.it
Building a personal brand takes time, effort and a commitment to consistency.
Art Jones's insight:

If you decided to read this post because you were looking for a quick and easy way to build the brand of your dreams, sorry. Your brand building project can not be completed by placing your desires into a microwave and extracting your brand ready for public consumption in 3 quick and easy steps.

 

When you read this post the truth about the hard work required of brand builders is revealed. When you read the article you realize the clickbait title was used to encourage people to click, because almost everyone wants everything fast and easy.

 

Why has fast and easy become the expectation, no today fast and easy has become the standard?  We have grown accustomed to virtually anything and everything magically delivered to our doorstep by summoning it via Google Home or Alexa. Yup, most people (not all people) have sunk to a low attention span of a 9 seconds (that is the attention span of a goldfish).

 

The overarching theme of the post inn the Forbes article is this, when building a brand one must accept the responsibility to do the hard work required and commit to always be nurturing and working on it.

 

 

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Q4 2018 internet report: Almost 4.2 billion humans are online

Q4 2018 internet report: Almost 4.2 billion humans are online | Modern Marketing Revolution | Scoop.it
The data in Hootsuite and We Are Social’s new Q4 Global Digital Statshot report reveal that the ‘Next Billion’ is fast becoming a reality, as more and more people across the developing world connect to the internet. Millions of people across Africa and South Asia came online for the first time in the past three …
Art Jones's insight:

We are fast approaching a world where everyone is connected via social and or mobile platforms.

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How Brands and Publishers Can Empower Their Video Creators

How Brands and Publishers Can Empower Their Video Creators | Modern Marketing Revolution | Scoop.it
Turning articles into videos might seem like a no-brainer, but audiences can tell when a video was just churned out without a clear purpose.
Art Jones's insight:

The author of this post Emily Gaudette nails it when she cautions to be very savvy where and how you repurpose your content. 

 

Excerpt:  Complement your writing, but don’t copy it

Turning articles into videos might seem like a no-brainer, but audiences can tell when a video was just churned out without a clear purpose. Plenty of publishers just take an article and clone it as a short video with stock clips and text captions. That approach lacks creativity and isn’t going to add much to your content strategy.

 

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Favorite 2018 Illustrations & Why Original Art Rules in 2019 via Fast Company & Curagami 

Favorite 2018 Illustrations & Why Original Art Rules in 2019 via Fast Company & Curagami  | Modern Marketing Revolution | Scoop.it

Take a look at some of the Fast Company Art Department’s favorite illustrations from 2018. From our World’s 50 Most Innovative Companies to Most Creative People in Business, we’ve tasked talented illustrators to visually interpret subjects ranging from pharmaceuticals to video game worlds to the Girl Scouts of America.


Via Martin (Marty) Smith
Art Jones's insight:

How things were different in the good old days 

 

Excerpt:F. Scott would need to write the Great Gatsby in pieces, on several web pages with accompanying visuals today. If Gatsby didn't look good on our phones we wouldn't click, swipe, or share.

 

This excerpt above says alot about how having ready access to the screens in our pockets has changed forever which content we consume and which gets ignored. 

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Martin (Marty) Smith's curator insight, December 29, 2018 3:10 PM

Why Illustrations Rule 2019
I'm working on a mashup of web, graphics and e-commerce trends for 2019. To create such a summary I read a gaggle of predictions for 2019 trends looking for agreement and interesting outliers.  

One rather large area of agreement is the rise of original illustrations. I have theories on why colorful, original illustrations will be important marketing tools in 2019. 

 

  • Death of Stock Photography
    Stock photography is a very bad thing in the hands of the unskilled and 90% of sites and marketing campaigns are "unskilled". Feels like my eyes are being burned away by boring smiling empty people. 

  • Art, Marketing, and Data Collision
    Brand consistent, arresting, original art lights up analytics as the distance between creative left-brainers and quanty right brainers continues to shrink. 

  • Originality Gets Shared
    One reason analytics spikes assure cogent marketers will create more cool illustrations next year is cool stuff gets shared thus creating the winning self-fulfilling prophecy - original illustrations arrest and engage generating shares reinforcing the need for more cool graphics. 

  • Pictures Mean More Than Words Now
    Hard to imagine Hemingway, Faulkner, or Cheever in a blogging age. Our eyes control so much of our time, brian, and desires these days reading almost anything requires a great visual and a headline writer who knows how to set a hook. I'm not saying quality writing is dead, but discovering quality writing (or anything) requires eye candy and a great headline. 

  • The Attention Span/Serotonin Problem
    We are wired differently now. I judge not sitting here using Scoop.it to communicate with you dear reader, but F. Scott would need to write the Great Gatsby in pieces, on several web pages with accompanying visuals today. If Gatsby didn't look good on our phones we wouldn't click, swipe, or share. Again, I'm NOT judging :). 


I'll share my web and graphics 2019 trends mashup on Curagami.com (and on Must Design) soon. In the meantime share your thoughts on why illustrations will rule (or not) next year, our slouching toward Bethlehem world, or your Gatsby moments and I'll include your thoughts (with attribution and appropriate Quid Pro Quo links). 

Have a great New Year and an epic 2019!

Martin 


eGrimesDirect's curator insight, December 29, 2018 4:57 PM

Fav illustrations from 2018

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It’s the End of News As We Know It (and Facebook Is Feeling Fine) –

It’s the End of News As We Know It (and Facebook Is Feeling Fine) – | Modern Marketing Revolution | Scoop.it
You probably saw the commercial, ubiquitous across television earlier this year: “We came here for the friends.” The narrator, sounding just a little like a younger Mark Zuckerberg, skipped us through pictures of kids in braces, awkward bands, birthdays. Facebook was telling us its creation myth, and it almost felt true. Wasn’t it that way […]
Art Jones's insight:

Still the biggest social media platform on the planet, but...

 

Facebook became the primary source of news and the primary destroyer of news. Now where do we go from here?

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The 6 Core Elements Of A Successful Content Marketing Strategy

The 6 Core Elements Of A Successful Content Marketing Strategy | Modern Marketing Revolution | Scoop.it
Want to be successful at marketing? Here are the 6 core elements of a successful content marketing strategy.

Via massimo facchinetti, Heidi Wise
Art Jones's insight:

Do not ignore these 6 content marketing keys to success!

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Research Tells You How to Pick Better Images for Social Media

Research Tells You How to Pick Better Images for Social Media | Modern Marketing Revolution | Scoop.it
Are you selecting the best images for social media engagement? Follow these research-backed tips – Content Marketing Institute

Photo by Isaac Mehegan on Unsplash

Art Jones's insight:

What follows is just one of several compelling visual marketing ideas found within this article.

 

Excerpt: Research by Convince & Convert shows brand images get the most engagement when they show a part of a person, typically a hand, interacting with an object. These partial body images performed 29% better than images with a full person and 10% better than images without a person. The suggestion behind the research is consumers are better able to imagine themselves interacting with the product when they see a part of someone else physically interacting with it. Seeing a person’s face takes the viewer out of the “picture.” Interestingly, though, images without a person or body part received the most comments.

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Share Your Gift

Share Your Gift | Modern Marketing Revolution | Scoop.it
Apple has a knack for creating compelling visual stories, do you? The short video story touches Apple owners or anyone aspiring to become a member of the Apple tribe. The video touches those defined by Apple as their ideal customer where it matters, in the emotional center …
Art Jones's insight:

Apple has a knack for creating compelling visual stories, do you?

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Drawing Is the Fastest, Most Effective Way to Learn, According to New Research

Drawing Is the Fastest, Most Effective Way to Learn, According to New Research | Modern Marketing Revolution | Scoop.it
You are probably not using the most effective, research-backed study technique.
Art Jones's insight:

The next time you are sitting in a meeting trying to get your head around a new breakthrough idea, draw what the persentor is describing and retain and remember what was said more efficiently. 

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How Lead Generation Fits Into a Larger Content Marketing Strategy

How Lead Generation Fits Into a Larger Content Marketing Strategy | Modern Marketing Revolution | Scoop.it
Lead generation should not be separated from your content marketing strategy. Here’s how you can boost your lead generation in 2019 through content!
Art Jones's insight:

Salespeople vs. Compelling Content?

Excerpt: Ask any person and they will tell you that they don’t like an uninvited pushy salesperson. Salespeople are usually perceived as annoying, and according to a study by Sales For Life, only 18% of people trust and respect salespeople.

 

If you still think that traditional sale strategies will work more efficiently than content, welcome to the 21st century where the Internet is our loyal companion. Sure, traditional sales techniques may still work, but when it comes to cost-efficiency and ROI, they can’t even closely match the results that content can bring you if you equip it with all of those elements that will make it a lead generation beast.

 

The reason why content can be the thing that provides leads generation in 2019 for your business is our general purchasing habits. People nowadays do their research online before making a purchasing decision. Remember the informational keywords we mentioned earlier? They are the secret behind turning your content into your main salesperson through customer engagement. That’s why creating high-quality content can’t be overstated enough.

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The Facebook-Driven Video Push May Have Cost 483 Journalists Their Jobs

The Facebook-Driven Video Push May Have Cost 483 Journalists Their Jobs | Modern Marketing Revolution | Scoop.it
As media companies tried to divine the desires of the world’s biggest platform, they fired writers and lost their way.
Art Jones's insight:

The migration of journalist from print media to inbound journalism for brands began long before Facebook decided to push into sharing News on their platform. 

 

I was working in New York City in 2008. During my  few years in NYC, I experienced first hand how journalist were being jettisoned from their employers payrolls. 

 

The technology savvy journalist with a eye on the evolution or devolution of their industry, became content creators for inbound marketing agencies and brands keen to create thoughtful, insightful and compelling content. 

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At John Lewis, smartphones are now the most popular way to shop online

Mobile accounted for 42% of website visits in 2018; however, people still prefer to make bigger, more considered purchases on desktop.
Art Jones's insight:

Is your website mobile friendly? If you answered no or you are not sure, there is still time to update your site to be mobile shopper ready.

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Brands Often Overlook This Superhero of Storytelling

Brands Often Overlook This Superhero of Storytelling | Modern Marketing Revolution | Scoop.it
Comics aren’t just WHAM and KAPOW! They’re a storytelling superpower tapped by brands from pharmaceuticals to airlines – Content Marketing Institute
Art Jones's insight:

Comics transcends cultures & time & can really get that CTA you’re looking for. @BuddyScalera

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Did Facebook’s faulty data push news publishers to make terrible decisions on video? » Nieman Journalism Lab

Did Facebook’s faulty data push news publishers to make terrible decisions on video? » Nieman Journalism Lab | Modern Marketing Revolution | Scoop.it
Publishers' "pivot to video" was driven largely by a belief that if Facebook was seeing users, in massive numbers, shift to video from text, the trend must be real.
Art Jones's insight:

The Trouble with using Video Ads on Facebook

 

Excerpt: 

Even as Facebook executives were insisting publicly that video consumption was skyrocketing, it was becoming clear that some of the metrics the company had used to calculate time spent on videos were wrong.

 

The Wall Street Journal reported in September 2016, three months after the Fortune panel, that Facebook had “vastly overestimated average viewing time for video ads on its platform for two years” by as much as “60 to 80 percent.”

 

The company apologized in a blog post: “As soon as we discovered the discrepancy, we fixed it.”

 

A lawsuit filed by a group of small advertisers in California, however, argues that Facebook had known about the discrepancy for at least a year — and behaved fraudulently by failing to disclose it.

 

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