Summer is a good time to catch up on your reading. Here are 11 articles on marketing which should keep you up to date on some very important developments in the world of marketing. Trying reading them while enjoying your favourite beverage.
If you’re taking an integrated marketing approach, your customers need to be driving the decisions your company makes.
Otherwise, your brand could risk becoming irrelevant—or, worse, offensive—to your audience.
When customers are embedded in your DNA—from customer service to marketing to product design—you start to think from their perspective. As a result, you gain insights into not only what you could do but also what you should do as a company.
By harnessing your customers’ wants and needs and infusing that knowledge into every marketing decision, you can establish lifelong relationships that will inevitably grow your business.
The customer-centric mindset is actually similar to a brand-centric one—it just starts with the customer rather than the brand.
Ideas are the lifeblood of any content marketing campaign. Without new ideas, campaigns—no matter what their aims—will quickly become stagnant. But creating ideas can be hard.
No doubt your team are full of creativity, but producing actionable ideas that can achieve your objectives is the hard part. In this article Ben Harper who is a co-founder of Datify, a data-driven content marketing agency discusses how to keep your brand ahead by consistently delivering winning ideas over the long term. The three main stages of that process are:
- Idea generation
- Idea evaluation
- Campaign creation
This article by Lynda B Starr suggests “If you haven’t asked the question, how you will know the answer?” That old saying is a pithy summation of the rationale behind conducting a survey to find out information about your customers.
Survey research, however, is not as simple as asking questions: The right questions must be asked of the right people. You must first determine what information you want to collect, which then guides you to choosing which questions to ask, how to ask them, and of whom.
The article discusses when conducting a survey is appropriate; and offers some tips on survey design; and explores how to incorporate survey results into PR and marketing activities.
Jordan Con states that owned social (what your brand posts) as a powerful business driver is a thing of the past. If anything has been made clear over the last few years, it’s that organic reach on social isn’t guaranteed. Only the biggest publishers are seeing significant organic reach, and it’s because they have deals with Facebook.
Clamoring about the best ways to marginally increase your organic reach is short-sighted. The social networks can change their algorithms or cut it off completely at their discretion. When you play on someone else’s platform, you don’t get the luxury of control.
He provides seven things that you should be focusing on instead.
This article by Jeff Roach discusses how to get the best out of your digital marketing department and digital agencies. You want digital marketing that makes an emotional connection with consumers, propels your brand across technology platforms, and engages audiences in digital channels with real value to your brand.
He feels that most briefs are simply too long, too specific, and too tactical. The inspired digital creative—the work that connects with audiences, propels fandom, builds brands in the digital world—doesn’t start with a technology mandatory or an app-vs.-website specificity.
His agency looked at their history of writing briefs and working with brands all over the world, and they distilled their observations into a set of simple, applicable guidelines that can help any marketer create a better digital brief and gives four principles that will lead to better digital briefs.
If you are creating 500-word me-too blog posts that get read by no one, you are completely and absolutely wasting your time. According to Puranjay Singh it’s not your fault. You’ve been told by so-called experts for years that if you blog consistently, you will see truckloads of traffic, thousands of subscribers, and millions of dollars in sales. The thing is, a lot of these experts cut their teeth in the early years of the Web, when 500-word blog posts could win you fame and fortune. If you’re serious about standing out from the 2 million blog posts pumped out every day, he provides advice on what you need to start doing.
Lawson Abinanti feels that Positioning shouldn’t be left to chance. Unless you do your research, your message to the market has almost no chance of getting through and hitting the mark.
This article explains why you must understand the 3 Cs of successful positioning—your customer, channel, and competition—as well as how to understand your B2B product, service, solution, or company. And it offers suggestions for how to go about it.
One reason organizations fail to thoroughly research the 3 Cs is that they don’t have time to do it: It can take weeks.
One way to speed up the process is to start with your channel: how you sell—direct or through partners, or both.
Tommy Laundry points out that with all the talk about bootstrapping and growth hacking, it has become clear that more marketers want to self-fund their businesses at least in the early stages of building them out. In the old days, you mostly had to pay to advertise for any marketing benefits to come your way. Today, we have a wider range of paid and free options available to us. Since many of us want to start out with no or low cost options in the early going, we should all be aware of what we might do to move the needle without budget. Tommy provides 16 things to promote your own business.
Sarah Bricker states that content is not always easy to write; in fact, depending on the topic or the industry, it can be downright difficult. Throughout their careers, marketers will experience a variety of clients—B2B, B2C (including e-commerce), and special interest clients from an array of industries. Each requires unique content, and each has specific strategies or presentation elements they consider good and bad.
When developing content, you need to consider a few things:
- Products or services most desired by consumers may change month to month or season to season.
- Content is built for the long term and the short term.
- Consumers will read it only if they can understand it, and fast.
She provides seven helpful tips for developing relevant, engaging, and creative content.
Most consumers first hear about mobile apps from friends and family, according to a recent report from Google and Ipsos.
The report was based on data from an online survey conducted in September 2014 of 8,470 people age 18-64. Respondents were asked about how they find, buy, and use smartphone applications.
Some 52% of respondents say they usually become aware of mobile apps from friends and family. Other common discovery methods are app stores (40%), search engines (27%), company websites (24%), and television (22%).
Marketers say measuring ROI is the biggest challenge they face with their social media efforts, according to a recent report from Simply Measured and TrustRadius.
The report was based on data from a survey of nearly 600 social media practitioners that was conducted in February and March 2015.
Some 60% of respondents say measuring ROI is one of the most challenging aspects of their social program; other top challenges include tying social activities to business outcomes (50% cite), developing a social media strategy (48%), and securing enough internal resources (40%).
Social media has many legitimate marketing uses. When used right, social lets you build a genuine relationship with your customers. It helps you find out what people are saying about your brand and it enables you to share interesting content with your audience. Regardless of whether they’re in B2B or B2C, most businesses today can’t afford not to have a social media presence.
But there’s one thing that social media isn’t great for: lead generation. Social media works effectively for many marketing activities, but generating new leads isn’t one of them. In fact, when it comes to generating leads, the good ol’ email will always beat social media. One 2014 study from management consulting firm McKinsey & Company suggests that email conversion rates are 40 times higher compared to Facebook and Twitter combined. “The rate at which e-mails prompt purchases is not only estimated to be at least three times that of social media, but the average order value is also 17 percent higher,” according to the report.
An understanding of its drawbacks as a lead gen tool is critical to getting the most out of social media marketing. So why is email, a relatively old channel, better suited for generating leads?
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