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.

 

logo-cepsm

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!

 

Share

What Marketers Need to Know About Generation Z

Many readers of my blog are developing marketing initiatives aimed at youth, especially adolescents. If you thought that understanding and marketing to millennials was a big challenge, wait until you have to market to Generation Z

generation Z 1

Over the past few years, marketers across all industries and categories have been obsessed with millennials — how to reach them and build meaningful connections with their brands. This captivating generation has a unique sense of self and a nontraditional approach to life stages, which has made marketing to them a challenge.

But perhaps even more challenging is the next generation on the rise — Gen Z. If marketers thought they threw out the playbook with millennials, they need to know that Gen Zers aren’t even playing on the same field. They are in a very different world. I have done a fair bit of research on this group and have read quite a few studies and articles. So here is the latest information on Gen Zers.

Gen Z consumers range from ages 2 to 19, though the target range for marketers lies from ages 11 to 16. Gen Z is the most diverse and multicultural of any generation. For example, in the U.S. — 55% are Caucasian, 24% are Hispanic, 14% are African-American and 4% are Asian. Canada with its very multicultural society has similar situation albeit with some different demographics.

Here is some information  from a terrific article in  Advertising Age. There are a few key beliefs native to Gen Z that marketers must understand. First, Gen Zers are the least likely to believe there is such a thing as the “American Dream.” They look for products and messaging that reflect a reality rather than a perfect life. Gen Zers simply don’t respond to traditional notions of beauty or a projected image of perfection like past generations have. They respond to independence and entrepreneurialism, self-direction and a spirit of ingenuity.

Millennials are the generation of customer service — such as the creation of the Apple Genius Bar — to solve problems at any moment. They design their own, unconventional paths, yet they anticipate consistent success (and hand-holding) along the way. Gen Z is a generation of highly-educated, technologically-savvy, innovative thinkers. They look for solutions on their own. They set out to make things on their own.

hp group shot

Marketers must create products/services and marketing that empower this group to be their best selves. They must also create places — locations, websites, online communities — where Gen Zers feel welcome walking in and logging in, and feel just as wonderful walking out and checking out. Organizations  that offer programs and services and an experience that help Gen Zers define and express their individuality and lifestyle will succeed with this group.

Millennials grew up with computers in their homes. But Gen Z is the first generation born into a digital world. They don’t know a world without PCs, mobile phones, gaming devices and MP3 players.

They live online, sharing details of their lives across dozens of platforms and dictating what they like and dislike with a tweet, post or status. And Gen Zers expects to virtually engage with their favorite products in doing so. So products can’t simply “embrace technology” as millennials have. They must act digitally native, too, creating a seamless and strong overarching brand experience across digital and mobile. To reach Gen Zers, it is paramount to reach them through two-way conversations, which are initiated online. An authentic digital and social presence as well as a slew of complimentary digital experiences in which Gen Z fans can engage with and share their brand allegiance is perhaps the best currency a marketer could generate.

Generation Z is open-minded and adaptable, not a group known for fixed opinions or inflexibility. Organizations that build careful marketing strategies that connect with the values of the younger set and offer a better digital experience online will be successful among this new, young, powerful generation.

Here is some important marketing intelligence on Gen Zers from CMO.com.  Gen Zers are entrepreneurial and resourceful, courtesy of growing up during a recession. Marketers will need to take all of this into account when shaping their strategies for this group. Note these are US stats but are applicable to the Canadian market.

  1. Consumers 19 and younger prefer social networks like Snapchat, Secret, and Whisper, and a quarter of 13- to 17-year-olds have left Facebook this year.
  2. Gen Z are adept researchers. They know how to self-educate and find information. 33% watch lessons online, 20% read textbooks on tablets, and 32% work with classmates online.
  3. Whereas Millennials use three screens on average, Gen Zers use five: a smartphone, TV, laptop, desktop, and iPod/iPad.
  4. The average Gen Zer has the attention span of about eight seconds. They have grown up at a time when they’re being served media and messaging from all angles, and have adapted to quickly sorting through and assessing enormous amounts of information.
  5. Gen Z shares the entrepreneurial spirit of Millennial innovators: About 72% of current high-schoolers want to own their own businesses, and 76% hope they can turn their hobbies into full-time jobs.
  6. Gen Zers are do-gooders; they want to make a difference in the world. 60% want their jobs to impact the world, 26% of 16- to 19-year-olds currently volunteer, and 76% are concerned about humanity’s impact on the planet.
  7. 58 % of Gen Zs are either somewhat or very worried about the future.
  8. 79% of Generation Z consumers display symptoms of emotional distress when kept away from their personal electronic devices.
  9. 55% of those 18 years of age and younger would rather buy clothes online, and 53% would rather buy books and electronics online.
  10. 42% of Gen Zers follow their parents influence, compared to just 36% of Millennials.
  11. Generation Z consumers spend 7.6 hours per day on average socializing with friends and family.

The Hamilton Spectator  had an excellent article on Gen Zers with some very interesting information . With the oldest members of this cohort barely out of high school, these tweens and teens of today are primed to become the dominant youth influencers of tomorrow. Flush with billions in spending power, they promise untold riches to marketers who can find the master key to their psyche. Lucie Greene, the worldwide director of the Innovation Group at J. Walter Thompson, calls them “millennials on steroids.”

While it is easy to mock the efforts of marketers to shoehorn tens of millions of adolescents into a generational archetype, à la the baby boomers, it is also clear that a 14-year-old now really does inhabit a substantially different world than one of 2005.

Millennials, after all, were raised during the boom times and relative peace of the 1990s, only to see their sunny world dashed by the Sept. 11 attacks and two economic crashes, in 2000 and 2008. Theirs is a story of innocence lost. Generation Z, by contrast, has had its eyes open from the beginning, coming along in the aftermath of those cataclysms in the era of the war on terror and the Great Recession, Greene said.

No question Millennials were digital; their teenage years were defined by iPods and MySpace. But Generation Z is the first generation to be raised in the era of smartphones. Many do not remember a time before social media. They are the first true digital natives, they can almost simultaneously create a document, edit it, post a photo on Instagram and talk on the phone, all from the user-friendly interface of their iPhone.” “Generation Z takes in information instantaneously, and loses interest just as fast.” “We tell our advertising partners that if they don’t communicate in five words and a big picture, they will not reach this generation,” said Dan Schnabel, the managing partner of Millennial Branding, a New York consultancy.

So far, they sound pretty much like millennials. But those who study youth trends are starting to discern big differences in how the two generations view their online personas, starting with privacy.

Generation Z tends to be the product of Generation X, a relatively small, jaded generation that came of age in the post-Watergate, post-Vietnam funk of the 1970s, when horizons seemed limited. Those former latchkey kids, who grew up on Nirvana records and slasher movies, have tried to give their children the safe, secure childhood that they never had, said Neil Howe, an economist and the coauthor of more than a dozen books about U.S. generations.

Generation Z 3

Finally, a very informative article comes from Canada’s Macleans Magazine . Much of the current chatter surrounding Gen Z has been generated by the 56-slide presentation “Meet Generation Z: Forget everything you learned about Millennials,” produced by New York City advertising agency Sparks & Honey. It found that 60 % of Gen Zers want jobs that had a social impact, compared with 31 % of Gen Ys. It deemed them “entrepreneurial” (72 % want to start their own businesses), community-oriented (26 % already volunteer) and prudent (56 % said they were savers, not spenders). Gen Z is also seen to be more tolerant than Gen Y of racial, sexual and generational diversity, and less likely to subscribe to traditional gender roles.

Other studies paint them as the new conservatives. A Centers for Disease Control survey of 13,000 high school students released in June reported that teens smoke, drink and fight far less than previous generations (though they’re more likely to text while driving). “Overall, young people have healthier behaviours than they did 20 years ago,” reported study coordinator Dr. Stephanie Zaza, who noted that use of drugs and weapons and risky sex have declined since the study began in 1991.

The influential author and consultant Don Tapscott is a Gen Z optimist. His 2008 book, Grown Up Digital, features a study of 11,000 kids who were asked whether they’d rather be smarter or better looking: 69 % chose “smarter.” So is social researcher Mark McCrindle, of Sydney-based McCrindle Research, who has been looking at Gen Z for seven years. “They are the most connected, educated and sophisticated generation in history,” he says. “They don’t just represent the future; they are creating it.”

Their defining characteristic, so far, is that they’re a new species— “screenagers,” the first tribe of “digital natives.” The result could well be the most profound generation gap ever: a digital divide between parents who see the Internet as disrupting society as we know it (and making them feel obsolete) and their kids, who are not only at home with the technology— “it’s like air to them,” Tapscott says—but are already driving many of the shifts happening in how we communicate, the way we access information and the culture we consume.

Gen Z are bellwethers, says McCrindle: “Where Gen Z goes, our world goes.” What that portends is seismic social disruption and the commensurate anxiety. “This is the first time in history kids know more than adults about something really important to society—maybe the most important thing,” says Tapscott. “[It’s] a formula for fear.” Despite this tension—or perhaps because of it—expectations for a generation have never been higher. Forbes has dubbed Gen Z “Rebels with a cause.” The Financial Times posed the question: “Generation Z, the world’s saviours?” Tapscott says Gen Z doesn’t have a choice: “My generation is leaving them with a mess. These kids are going to have to save the world literally.”

Gen Z is “a global experiment,” says McCrindle. “A magazine is an iPad that doesn’t work.” One experiment showed a little girl sliding her finger in frustration over a glossy fashion magazine as if it’s an iPad.

Sparks & Honey reports that reliance on mobile devices has led to kids having poor spatial skills and trouble navigating streets without GPS; hours spent in front of screens puts them at increased risk for obesity.  If you define a generation too early, “you’re really looking at the way their parents are operating, not who they are,” says Robert Barnard, CEO of Toronto-based Decode, a company that provides data on youth. Still, he argues that the older end of any demographic tends to be an early influencer or indicator of a generation’s values. He also makes a distinction between broad “generational traits” and “life-stage traits” consistent across generations.

Entrepreneurship is also a big buzzword: in a world where full-time jobs and pensions are in decline, it’s a glossy way of saying Gen Z is on its own. According to the Sparks & Honey survey, this cohort places less value on higher education (64 per cent want advanced degrees, compared to 71 of Gen Y). In response, universities have replaced the emphasis on the now-dated corporate M.B.A. with “entrepreneurial hubs.” Technology is seen as the great generational divide here, but if there is a pan-generational leveler, paradoxically, it’s technology, and the fact we’re all equally hooked; adults are just addicted to older, in some cases obsolete, technologies.

The most active people on Facebook, Barnard notes, are 30- to 40-year-old women; their children use Slingshot or Tumblr. (Sparks & Honey noted Gen Z places greater value on privacy than Gen Y, because it chooses anonymous, ephemeral communication tools such as SnapChat, Secret and Whisper, although the bigger appeal of these technologies may just be that they’re newer.)

Generation-Z-5

They “don’t trust anyone over 30” mantra espoused by youth in the 1960s has gone full circle: now no one trusts anyone over 20.

Let me know what you think and good luck marketing to this illusive group.

For more information on the Canadian perspective on Generation Z click here

 

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!

 

Share

Marketing Articles to Read this Summer

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.

16012248-Business-man-sitting-and-working-on-the-beach-with-tablet-computer-Stock-Photo

4 Tips for Adopting a Customer-Centric Mindset

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.

The Idea Generation Formula: How to Consistently Deliver Great Ideas

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

How Survey Research Can Aid in PR and Marketing Planning

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.

Stop Focusing On Your Brand’s Social Media Posting, Here’s What You Should Be Focusing On Instead

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.

The Four Principles of a Better #Digital Brief Social Media Marketing

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.

2 Million Blog Posts Are Written Every Day, Here’s How You Can Stand Out

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.

The Key to Successful Positioning: ‘3 Cs’ Research

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.

16 Free Marketing Tactics for Promoting Your Business

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.

Seven Tips for Developing Good, Relevant, and Actually Interesting Content

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.

How Consumers Find and Use Mobile Apps

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’ Biggest Social Media Challenges Social Media Marketing

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%).

Why Email Marketing Beats Social Media in Lead Generation, And What You Can Do About It

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?

 

sprott logo

Get Certified: Sprott Professional Programs

If you’re new to marketing or even if you’ve been wearing multiple marketing hats over the years – it may be time to earn a Professional Certificate in Public Sector and Non-Profit Marketing to support you in your professional development. With a rising need for highly skilled marketing professionals in the public and non-profit sectors many are looking for professional advice about how to bring products, services and messages to citizens, stakeholders and their specific target audiences in new and impactful ways. Take advantage of a condensed, intensive 6-day program in  February 2016 at the Sprott School of Business, Carleton University and be recognized for your skills. Learn more

Share