Brand Activism … Big Opportunity for Non-Profits

Well here it comes brand activism the breakthrough concept in marketing management.  This is clearly going to be a big opportunity for nonprofits and governments with major causes who are looking to partner with the private sector.

Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game in brand marketing.

But positioning is no longer enough in our highly competitive markets. Just consider marketing to millennials, one of today’s largest demographic groups. Millennials have high expectations for brands. Millennials live in a world filled with constant problems – air pollution, bad drinking water, crimes. Many would like brands to show concern not just for profits but for the communities they serve, and the world we live in.  In fact, more and more, we see a yearning for jobs that have a higher meaning than profit-making.

Christian Sarkar and Phil Kotler have broken down brand activism into its component parts and in doing have highlighted both the opportunities and risks that brands take when adopting an activist stance.

They represent brand activism as being a natural evolution from corporate social responsibility; the next iteration where those businesses that are more evolved in this area have moved from marketing or corporate driven operations into models driven by values.

This is not entirely a new phenomenon. The original flag bearers for brand activism such as Ben & Jerry’s (1978), The Body Shop (1976) and Ecover (1980) came of age with the independent thinkers of Generation X. The pace at which brands have adopted activist tendencies has accelerated, driven in large part by presence on social and the pressing need to be relevant to an ever-more challenging universe of consumers.

Kotler and Sarkar talk about the different aspects of brand activism, breaking them down as follows:

  • Social activism – broadly about discrimination or community-based issues
  • Legal activism – referring to taxation, employment rights etc.
  • Business activism – including governance, pay ratios and unionization
  • Economic activism – such as living wage and minimum wage, gender pay gap etc.
  • Political activism – highly connected to politics but also voting and voter turnout
  • Environmental activism – stretches across the full environmental agenda

https://sarasotainstitute.global/story-51-brand-activism-next-stage-branding/

It is apparent where some brands will be able to act with credibility against the different areas while others will not. And here’s the rub, acting with legitimacy in one area will in no way make up for lack of accountability or transparency in others.

McDonald’s found this out the hard way with its Pay With Lovin initiative in the US (pay with hugs, high fives rather than cash); a good example of social activism, about inclusivity, tolerance and a sense of shared experience which would have been lovely (albeit unlikely to have translated well across markets) were it not marred by minimum wage challenges and a demand for unionization . NY Times Blog

Jo Arden points out what has become apparent recently is that there is an increasing intoxication when participation and activism come together. Consumers are open to immersive experiences with brands they buy from in which they have a reasonable degree of interest. There is a huge opportunity to make those immersive experiences connect to activism – so long as both the activism and the experience are relevant and appealing to the consumer.

She argues that deep customer insight underpins all of this and has never been more important. Sarkar and Kotler make a very interesting point in their groundbreaking paper that not all activism is progressive. The example they cite is tobacco advertising in the 1950s where tobacco manufacturers pitched their healthy positioning hard against all evidence to the contrary. In doing that they were in part standing side-by-side with consumers who rejected the data and objected to growing health lobby and government intervention.

Her view is that in the coming years it will be interesting to see how many brands echo the political and societal shift which speaks to the counter-narrative, one which does not meet the ideologically liberal view of brand activism. There are brands that know their heartland is consumers that voted for Trump, for Brexit, that campaign against gay marriage, female clergy and that support the regressive policies in relation to human rights that are currently being discussed.

Alex Lirtsman is of the view that the collision between consumer’s buying on brand values and the heightened ethical awareness, consumers are voting with their dollars more than ever before. Brand activism is gaining traction—and has the power to shape our economies and culture.

In a recent Forbes study, 75 percent of millennials state it’s important that the brands they buy from give back to society. Tech savvy and social media obsessed generations aren’t afraid to hold brands accountable online and in public spheres, as evident by recent boycotts like the Grab Your Wallet campaign against brands with connections to Trump. Inversely, most of the companies who took a clear stance against the travel ban saw their stock prices rise. Companies like Netflix, Starbucks, Facebook, and Microsoft have done quite well since they started taking a position on social injustices, in both positive social mentions and stock performance.

Lirtsman points out that brands like Nike, Recreational Equipment, Inc. (REI) (in Canada, Mountain Equipment Co-op ), and Starbucks are thriving as they develop a more purposeful voice, without needing to become purely corporate social responsibility (CSR)-driven companies. It’s simple: be true to your values. It’s not all about politics, it’s about understanding that businesses in civil society have a responsibility to stand up for what’s right.

The bulk of the world’s top brands either cater to or employ a diverse, urban, millennial audience that is deeply in-tune to the social and ethical issues of our day. Those audiences don’t just want their employers and favorite brands to reflect their values, they expect them to. And no brand is exempt. Even Skittles spoke out when dragged into the conversation about Syrian refugees. No surprise, it was a hit with frustrated, disenchanted millennials looking for any signs of hope that those with a platform to speak out care about using their position for good.

Every brand has an issue that’s dear to its heart and resonates with their audiences. Finding a cause should not be a problem in the current climate, but having the empathy and self-awareness to speak about it authentically is. It’s about embedding the brand’s core values and exercising vigilance and good governance. The issues can be nuanced, but at the end of the day, authenticity is evident.

There’s an unspoken agreement that a brand’s values are a declaration of what it stands for and seeks to defend. Any brands that advocate and evangelize their diversity, women’s empowerment, environmental sustainability, and any other important issue of our day should be benefiting from the heightened ethical and moral awareness that we’re seeing. And in an age when buying from a brand is a vote for its values, establishing a clear purpose and authentically supporting it does not just put the brand on the right side of history, it impacts the bottom line. http://interbrand.com/best-brands/interbrand-breakthrough-brands/2017/articles/brand-activism-built-on-purpose/

As Phil Kotler points out (Brand Activism, the Next Stage of Branding) “Marketing and business itself is not working for the many, [but] for the few, While marketing programs have primarily focused on shareholders, they must also be concerned with the people producing the product, using it, being positively and negatively affected by it. Ultimately, these stakeholders influence the brand value and feasibility for market growth. With tools like social media, stakeholders can communicate globally and more efficiently than ever before. If you really want to make more money for the shareholders, you need to change your whole view of the stakeholders.”

The evolution of brand activism in business is an opportunity for differentiation and purpose-driven engagement. This sentiment is explained in “Why Making Money is Not Enough” (Sloan Management Review)

The problem with industrial capitalism today is not the profit motive; the problem is how the profit motive is usually framed. There is a persistent myth in the contemporary business world that the ultimate purpose of a business is to maximize profit for the company’s investors. However, the maximization of profit is not a purpose; instead, it is an outcome. We argue that the best way to maximize profits over the long term is to not make them the primary goal.

Brand activism emerges as a values-driven agenda for companies that care about the future of society and the planet’s health. The underlying force for progress is a sense of justice and fairness for all.

 

Check out our Marketing Workshops for Public Sector and Non-Profit Organizations

 

 

 

 

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United Airlines Commits Brand Suicide

As a marketing professional and teacher, I have always focused on the importance of customer service in my consulting, teaching and as a practitioner. Now there is no question airlines have the reputation for not caring for their customers. On a personal note, there was a time when I really enjoyed flying but now I hate it and do everything to avoid flying unless I really have to.

United Airlines dragging that poor guy off a flight last week, takes the cake. United Airlines has outraged a billion Chinese and Vietnamese along with Canadians, Americans and Europeans.

“Brand genocide.” A “world-class debacle on an epic scale.” A “gruesome, epic-scale fail.” These are a few of the phrases a top crisis manager uses to describe United Airlines’ removal-by-dragging of a passenger on an overbooked flight.

Eric Schiffer, CEO of ReputationManagementConsultants.com, states that United’s new gaffe is even worse than its last PR mess, in which it barred female travelers for wearing leggings.

“It’s a gruesome, epic-scale fail that follows their leggings crash landing. At United, their CEO ( It might be hard to believe, but it’s true: United Airlines CEO Oscar Munoz was named PR Week’s Communicator of the Year in March.) is clearly clueless about dealing with the public and the customers, and they are embarking on brand genocide with a brand that was trusted and loved that is now causing people to generate stress hormones when they hear the name,” Schiffer said. “This is everything that you learn as a brander as to what not to do. It’s like they’ve gone to the Donald Trump School of Media Relations.”

“The CEO is absolving himself of anything, “Instead of taking responsibility, he just said there’s an internal investigation that will take place. It’s going to be next to impossible to completely recover from this unless they do something much bolder than their CEO’s announcement. Brand is all about trust, and what you are trusting an airline to do is to get you where you need to go. And the fact that they did this is going to eclipse any sort of advertisement and PR they are trying to do.”http://www.thewrap.com/united-brand-genocide-crisis-expert-says/

As Josh Freed points out in the Gazette in an age of anger, United has  allowed us all to laugh together at a new industry of airline jokes.

United’s new slogan should be:

     United: Putting the Hospital Back in Hospitality

     Board as doctors, leave as patients

     If we cannot beat our competitors, we beat our customers  was one that  came from China

    Full seating? prepare for a beating.

    There are three ways to board at United: pre-boarding, late boarding and water boarding.

The funniest line is actually a new ad by Southwest, a U.S. airline that’s started a PR campaign announcing: “We beat our competition, not our customers.”

Freed points out that United is a reminder that airlines make almost all of us feel powerless and worthless. Not only must we pay extra fees for our food, water, luggage, legroom and miniature seat — but we’re treated like livestock.

Let’s sum up the flying experience: You drive to the airport several hours early as instructed, then line up like cattle in mobbed ticket lines, before heading to security where you’re prodded, probed, X-rayed, interrogated and humiliated. Then you line up another 45 minutes at the gate watching better classes of flier enter before you. The ordeal supposedly ends when you board the plane and collapse with relief into your seat.

Yet even then you aren’t safe, because the ticket you purchased and paid for 5 weeks ago isn’t necessarily yours. It turns out there’s fine print in the contract no one but airline lawyers read that states they can take your seat away anytime, for any reason. About the only possible humiliation left is to kick you off the flight in mid-air — and charge you for the parachute.

Freed `s  description of airlines will be very familiar to travelers. They are the most visible symbol of every arrogant, aggravating service encounter you’ve ever had with companies who don’t care about costumer service, or customers.

United’s president symbolized this with his head literally in the clouds, initially suggesting the bloodied, beaten flier was a “volunteer” who had been re-accommodated. “He reminded us all of the parroting we hear from customer service people who chirp things like: “We are doing our best to rectify and optimize your service experience. “But all our agents are busy with an unusually high volume of calls. Please stay on hold until the next eclipse.”

If airlines want to bump people from their flight because they’ve over-booked — or suddenly need the seat — they should have to pay passengers enough to feel they were treated, not cheated.

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Marketing Workbooks for Public Sector & Non-Profit Marketers & Communicators

These two workbooks are  ideal for marketers and communicators working for government departments/agencies, non-profit/volunteer organizations, associations and social enterprises who are responsible for:

  • Marketing programs, products, programs and/or services
  • Social marketing, community outreach and public education programs

 

1. Social Marketing Planning to Change Attitudes and Behaviours Workbook

This workbook provides users with an end-to-end planning tool that lays the groundwork for a successful social marketing program to change attitudes and behaviours. This content is the result of more than 30 years of direct experience in the social marketing arena.  It will assist public sector, non-profit organizations and associations involved in marketing, communications, public awareness/education and outreach.

It will be very relevant to those responsible for influencing attitudes and behaviours to improve health, prevent injuries and diseases, protect the environment, prepare citizens for emergencies, convince youth to stay in school, and a multitude of today’s critical issues.

The workbook guides users through the process for creating a customized social marketing plan for their organization that will lead to successful implementation. It also features ideas on how to run a campaign on a very tight budget and the effective use of a logic model to monitor and evaluate an organization’s social marketing initiative.

To purchase workbook go to https://cepsm.ca/product/social_marketing_workbook/

Order Now and You’ll receive a PDF download immediately!

Alternatively, you can register on our MARCOM Conference site to attend an upcoming Introduction to Social Marketing Planning for Behaviour Change Workshop where we offer the workbook as part of 1-day interactive workshop

2. Marketing 101 for Marketers and Non-Marketers Workbook

The world of public sector and non-profit marketing is rapidly changing. Increasing demands are being placed on managers to adapt to their new environments. The public and non-profit sectors are adopting marketing approaches to help meet the challenges of complex and difficult mandates and satisfying client needs in the face of significantly diminishing resources.

This workbook provides users with an end-to-end planning tool that lays the groundwork for developing a successful public sector or non-profit marketing program.

It also will provide you with an overview of public sector and non-profit marketing and highlight the importance of market research to support a decision-making framework.

Included will be the exploration of the strategic elements of a marketing plan and how to transform organizations from using the traditional communications approach to an integrated, strategic marketing approach. We also review the key elements of  branding which is an integral component in designing the marketing mix.

To purchase workbook, go to https://cepsm.ca/product/marketing-101-for-marketers-and-non-marketers-workbook/

Order Now and you will receive a PDF download immediately!

Alternatively, you can register on our Training Page to attend an upcoming Marketing 101 Workshop where we offer the workbook as part of the course.

 

About the Author: Jim Mintz a marketing veteran with over 30 years of experience is the Managing Partner of the Centre of Excellence for Public Sector Marketing

 

 

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Marketing Trends and Tips for 2017

marketing-trend-2Every year I try to get a handle on what are the key trends for the coming year. In the past few weeks I reviewed several key online articles and bloggers to see what are the hot trends for 2017. I also checked for marketing tips that will help public sector and non-profit marketers make better marketing decisions in the coming year.

So here is a review of key marketing trends as well as some tips for 2017

Real-Time Marketing: Tips for Surviving in Our Brave New World

The Internet has changed just about everything, including how organizations market. Campaigns that take months to plan, execute, and launch is still important, but at the same time if marketers aren’t also jumping into real time… they will get lost in the shuffle.

In some ways, it’s nothing new, for decades, culture has influenced marketing, and marketing brands have influenced culture. But brands now have a brief span of time to react. If you don’t jump on something right as it happens, you’ve missed your shot.

Two trends are particularly responsible for the new world of real-time marketing: demographics and technology.

The Millennial generation is on the rise. This demographic segment is huge, and its members are the biggest consumers of media. Millennial’s are driving the real-time marketing growth because they are used to the instant gratification of digital media.

Then, we have technology itself. Smartphones provide our audiences with information, entertainment, rides and friends on demand.

Five years ago, you could report or comment on an event the next day or even the next week. You could play off cultural images for months. Now, people can watch an event unfold live on Twitter one night and move on the next morning. Marketers must keep moving, too.

Marketers should develop quick responses to mainstream life, and they’ve got to do it fast. The benefits of real-time marketing are becoming very important.

Today, people expect authenticity from the organizations that they deal with. They want to identify with the organizations that value the same things they do. And it’s just as important that you, the marketer, know which opportunities to pass up and how to jump on the right ones.

Here are a few things that can help marketers.

  1. Don’t unplug from social

Organizations that do real-time marketing well are always plugged in to the social space. Pay attention to the buzz going on every day, not just around big events. Those cultural moments might provide the perfect opportunity, but staying plugged in is the only way to be truly prepared to seize them.

  1. Cut through the clutter

Let’s face it, there’s a lot of noise out there. Be dynamic and personalized. Answer the question “What’s in it for me?” for your audience and keep the message adaptable to the platform.

  1. You can’t afford to sit still

Keeping up isn’t sufficient. You must be ahead. Read constantly, educate yourself on the content your targets care about, and put yourself in their shoes: What are they going to be most excited about, and how can you engage them on the next big trend?

  1. In a conversation, you must give and receive

Once you put something out there, be ready to engage in two-way conversations. This isn’t a world of broadcast messages anymore, and marketing isn’t just push; it’s a push-pull system. Be willing to say, “We put it out there, and now we’re in a conversation. We have to engage.”            

6 Tips to Develop a 2017 Marketing Plan that Rocks

Having a successful marketing plan in tact as you enter 2017 will ensure you are allocating your resources effectively, promoting and growing your business, and differentiating your organization from its competitors. Consider these 6 tips based on the top marketing trends of 2017 as you continue to develop your plan:

  1. Increase your social media advertising budget.

Major changes are happening for organizations in the world of social media, particularly Facebook. Over the past year, the platform has seen a decrease in organic reach to lead companies into paid advertising.

Paid advertising on social media is hardly ground-breaking. In fact, it’s possible you’ve been doing it for years. What is ground breaking is the sharp increase in marketing budgets allocated to social media advertising experts expect to see in 2017.

  1. Don’t assume “mobile” means a smartphone.

Smartphones are not likely to become obsolete anytime soon, but that doesn’t mean there isn’t a new mobile device taking the world by storm. The number of people sporting wearable mobile devices (think smartwatches) is projected to increase in the USA by 60% this year. What does this mean for marketers in 2017? It means you’ve got a brand-new playing field to market to. You need to be prepared to produce content to fit the format for this new breed of potential customers.

  1. Produce more niche content.

We’re in the midst of a content arms race. More content is published daily than ever before (over 2 million blog posts per day), which makes it nearly impossible for small organizations to compete when it comes to broad content topics. There is just too much of it.

But before you decide your content is doomed to never reach human eyes, think again; along with this spike in production, there is a drop in the quality of content that is mass-produced. people have learned to alter their search to identify a narrower, more targeted range of content, therefore weeding out material that is vague and unfocused. If you can rise to the challenge by answering more specific questions, doing the research to identify what information your viewers truly need, and providing it, you stand a chance in this arms race.

  1. Make more videos.

Who wants to look at boring text when they can watch a video instead? Not your audience, that’s who! As we approach 2017, 4 times as many customers would rather watch a video about a product or service than read about it, 1 in 4 consumers lose interest in an organization if it doesn’t have videos, and audiences are nearly 50% more likely to read email newsletters that include links to a video.

As you develop a marketing plan for 2017, be thoughtful regarding which content could be better delivered through a video. Helpful tip: if you’re looking to break into Snapchat in 2017, snapping clips of videos your company produces is a great place to start and will direct viewers to your more serious content.

  1. Increase your email marketing budget.

Let’s put these rumors to rest right now… email marketing is not dead. Far from it. That being said, there are some changes you can make to your email marketing plan in 2017. First things first, using a first name does not mean an email is personalized. Use tools like Hubspot to include links to relevant content and offers that will interest your audience.

Second, do not, include more than one call to action in an email. Many people receive up to hundreds of emails in a day, so you can bet they are skimming most of them. Your email should be as short as possible, concise, and have only one clear purpose. Otherwise, you run the risk of being perceived as just another annoying, spammy, overwhelming marketing email.

And finally, eliminate spammy subject lines. You have one chance to make a first impression, and consumers eyes are drawn to certain words that indicate spam. Check out this list of words to avoid to ensure your email actually get opened.
As I pointed out in one of my blogs recently, developing a thorough marketing plan is essential to your success in 2017. The more strategic you are, the further your core message will reach. Think of your marketing plan as a map that will lead you to your goals, and be sure to make these changes to ensure you are keeping up with the times.

The Future of Influencer Marketing: Top Predictions for 2017

As I mentioned in one of my blogs a few months ago, 2017 is the year when Influencer Marketing will become embedded into Marketing & Communication activities. Organizations need to be more agile and align their messages and content with what the influencer community really cares about. They need to invest in training internal subject matter experts to connect with the influencer community both offline and online to win over the key influencers. Authenticity and credibility as well as engaging content will be pivotal to successful engagement to improve brand perception and trust with your audiences.

8 Experts Predict The Digital Marketing Trends For 2017

Video will be a phenomenal growth channel for 2017 

An amazing year comes to an end, with mobile numbers sky-rocketing, viral videos breaking the internet, organic reach nose-diving and content marketing becoming mainstream. If this year saw the rise of online video, 2017 will see the explosion of video content on tiny mobile screens   With 4G expected to become the norm, we’ll be getting a lot more videos in our news-feeds. More than 50% of mobile data is already dominated by videos and this trend will see a sharp rise next year. Facebook is planning to add a dedicated video tab in their apps in a major redesign, aiming to become the home of videos on the internet. That’s just Facebook, YouTube is paddling hard to stay relevant, new platforms like Snapchat are right at the border and LinkedIn has jumped in the race with native video for B2B.

Behaviour-based e-mail marketing

Digital marketing in 2017 will be all about segmented & behaviour based email marketing. As consumers subscribe to more brands online, the volume of emails hitting their inboxes has only gone up in the past one year. This has resulted in higher unsubscribe rates and lower open rates. Consumers will not pay attention to your email if it is not useful for them. The best way to combat this would be to segment your email list based on consumers’ behaviour and send customized emails that are targeted to specific sets of customers.

When consumers notice that all the email communication they receive from a brand is relevant and useful for them, they will pay attention, stay subscribed and act on the emails.

marketing-2017-1

17 Marketing Trends to Watch Out For In 2017

  1. Interactive Content

There’s content you can read, and then there’s content you can interact with. The second variety tends to be more popular. Think of ways to get readers to actively participate instead of passively consume. Interactive content can include assessments, polls, surveys, infographics, brackets and contests.

  1. Influencer Marketing

What’s more effective than an ad in selling your product? A lovable social media personality speaking highly about your product to his or her fans and followers. Influencer marketing is on the rise, because people tend to trust recommendations from people they see as thought leaders. The right influencers establish credibility through each social media post or advertisement. When they work with organizations, it’s because they genuinely believe in them, and that trust is passed on to marketers’ audiences.

  1. Mobile Video

Have you looked at your Facebook feed recently? Chances are that 95% of it is video. And here’s a fun stat: mobile video views grew six times faster than desktop views in 2015. In fact, in Q4 of 2015, mobile video views exceeded desktop views for the first time ever. We now live in an age of mobile video, and it’s time we embraced it.

  1. Livestreaming

Although we’re still working out the kinks of this technology, it’s clear that livestreaming will continue to push the boundaries. A big step in this direction was Instagram’s integration of a livestream option into its Stories feature. We’re going to see a lot more live broadcasts in 2017.

  1. Chatbots

Chatbot technology has become much more sophisticated. A great example is Facebook, which invests a significant amount of resources into bot programs that provide users with news updates, personalized responses and more. Are you talking to a human or a bot? If you can’t tell, then the bot is working as intended.

  1. Virtual and augmented reality

One of 2016’s biggest highlights were watching a screen-afflicted population carry their mobile devices out into the world to catch, yes, Pokémon. The biggest takeaway from this phenomenon was augmented reality’s ability to drive real business results. This has become a seriously viable option for marketers looking to bring the online into the real world.

  1. Short-lived content

What gives Snapchat its appeal? The fact that the content disappears. Snapchat’s rampant rise in popularity did a lot more for the world of social media than just give users another platform to choose from. It showed the value of disappearing or short-lived content. This is a key attraction for Generation Z, the cohort famous for having an eight-second attention span, and is why you should be integrating short-lived content into your content strategy.

  1. Mobile First Strategy

The future is mobile. Internet traffic is now coming more from mobile devices than desktops. If you’re not catering your content, ads and online experience to a mobile user, then you are missing a massive opportunity. And remember: It’s not just about “optimizing” for mobile; it’s also about making sure that piece of content gets integrated with a user’s lifestyle on the go.

  1. Personalization

Personalization means segmenting your content to reach different types of audience members based on their preferences, habits, etc. The most common form of this strategy is through lists, where certain content gets sent to certain types of users based on which lists they’ve opted into. In a world of too much content and not enough time, personalization is a huge win for organizations looking to earn the attention of their consumers.

  1. Native Advertising

Viewers, followers and consumers are getting wise to the tricks of advertisers, and it’s becoming harder and harder to maintain their attention and earn their trust. Native advertising means integrating your advertising efforts into content that already provides value to readers and viewers. For this reason, it tends to be more effective. Look for ways to weave your products and offerings into a larger narrative, instead of just blasting people with ads.

  1. Marketing Automation

Why do the same thing repeatedly when you can do it once and automate the rest? Automation is becoming extremely powerful (and popular) among marketers and businesses who are looking to scale and expand past trading hours. As apps, such as Marketo and Hubspot become more intuitive and affordable, automation will become more common.

  1. Purpose Driven Marketing

One of the most effective ways to extend your story is to give it a feel-good element. Businesses that partner with nonprofits or charities, or set up internal programs that “give back” in some way have a much stronger presence because their story resonates with the hearts of consumers. (This will be an excellent opportunity for nonprofits to develop partnerships with the private sector in 2017)

  1. Data Driven Marketing

There are two types of marketers: those who want to use what’s popular and those who use what works, regardless of whether it’s popular or not. Data tells you what’s really moving the needle, and the truth is that every marketer needs to be conscious of it. If you aren’t fluent in Facebook ads and conversion ratios, for example, then you’re missing a crucial part of every marketer’s essential toolbox.

  1. Social Media “Buy” Buttons

We are moving into an age where purchasing doesn’t need to happen on a third-party site. Users are on a social platform, so why should they have to leave to buy something?  “Buy” buttons are quickly turning social media sites such as Facebook and Pinterest into social shopping experiences.

  1. Dark Social

The hardest part about tracking traffic, conversions and shares is that you’re not always sure what the sources are. With the rise of encrypted and private messaging apps (where people still share lots of content with each other), you may want to invest in tools, such as Google Analytics that can measure, to some degree, where this “dark” traffic is coming from.

  1. Embrace The lOT (Internet of Things)

Should your thermostat talk to you? How about a refrigerator that informs you when you’re low on milk, and then gives you the option to place an order immediately? Everyday objects are beginning to connect to the internet, and this trend is going to open doors for marketers to integrate with the everyday lives of consumers. Watch this trend closely, because it’s going to boom!

  1. Beyond Viewability

Currently, most organizations use viewability to measure to their success. Instead of solely focusing on views or clicks, marketers should measure their ROI on things such as sign-ups, downloads and purchases. This requires going beyond CPMs and looking at the performance-based metrics instead.

New addition to Blog May 22 2017

Check out this article

What Is the Internet of Things?

The Internet of Things is a truly amazing development that is likely going to change our lives for the better: it’s already bringing about massive positive changes in industry, healthcare, logistics and our own homes. However, as with all such developments, there is a darker side that we need to deal with as well.

 

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MARKETING WORKBOOKS FOR PUBLIC SECTOR & NON-PROFIT MARKETERS & COMMUNICATORS

Two workbooks ideal for marketers and communicators working for government departments/agencies, non-profit/volunteer organizations, associations and social enterprises who are responsible for:

  • Marketing programs, products, programs and/or services
  • Social marketing, community outreach and public education programs

Social Marketing Planning to Change Attitudes and Behaviours Workbook

This workbook provides users with an end-to-end planning tool that lays the groundwork for a successful social marketing program to change attitudes and behaviours. The content is the result of more than 30 years of direct experience in the social marketing arena.  It will assist public sector, non-profit organizations and associations involved in marketing, communications, public awareness/education and outreach.

To purchase workbook, go to https://cepsm.ca/product/social_marketing_workbook/

Order Now and You’ll receive a PDF download immediately!

Alternatively, you can register on our MARCOM Conference site to attend an upcoming Introduction to Social Marketing Planning for Behaviour Change Workshop where we offer the workbook as part of 1-day interactive workshop

 

Marketing 101 for Marketers and Non-Marketers Workbook

This workbook provides users with an end-to-end planning tool that lays the groundwork for developing a successful public sector or non-profit marketing program.

It also will provide you with an overview of public sector and non-profit marketing and highlight the importance of market research to support a decision-making framework.

To purchase workbook, go to https://cepsm.ca/product/marketing-101-for-marketers-and-non-marketers-workbook/

Order Now and you will receive a PDF download immediately!

 

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