With the growth and adoption of new marketing channels, it can be perceived as a greater challenge than ever to find a way to consistently produce fresh and engaging content. Every organization should want to create content that stands out from the crowd and is captivating. Here are some thoughts on how you can keep content fresh, intriguing, and engaging.
Marketing Profs recently publicized data from a survey conducted by Sticky Content about the state of digital copy writing. Survey respondents were primarily from the United Kingdom, but the results of this survey have global applicability. One key question in the survey was: “How do you measure the effectiveness of copy?”. The answers to this question were interesting.
Life Health Pro recently featured an article that stated that nearly 70% of Millennials have no retirement plan. For as long as I can remember, I have seen advice articles about the importance in starting young in saving for retirement. Millennials (often considered the children born in the 1980s and first half of the 1990s) haven’t been perceiving the importance through their own behaviors. It’s not entirely the fault of the Millennials though. The age cohort has been disproportionately affected by the economic environment of the past 5-6 years at a key time in their careers. Statistics and anecdotes of Read More
Those who follow this blog closely are aware that it typically provides thought provoking, substantive content about marketing topics as a whole, but specifically distributed marketing. Today, we’re going to take a moment to break away from that, and talk a little about some of the fun elements of our days working at a leading multichannel, distributed marketing organization. This will be a topic that is periodically revisited on the blog, as human interest stories are often perceived as a nice change. This is also us taking a moment to honor a theme of one of our earlier blog posts, Read More
AT&T is showing that it is playing hardball with local marketing efforts. They have built a New York centric marketing campaign around the forthcoming retirement of New York Yankees pitcher Mariano Rivera, who is widely considered to be one of the best relief pitchers in the history of Major League Baseball.
Customer engagement is a hot button topic for a lot of brands. Most marketing managers desire their brands to be on the forefront of the minds of their target consumers. New data from Korn/Ferry International indicates that customer engagement keeps the majority of marketing executives (52 percent) awake at night. The characterization of “awake at night” could have been phrased in the way that it was for sensationalistic impact, but the fact of the matter is that marketing executives concern themselves with the concept of engagement and metrics that measure it. In fact, 30% of Korn/Ferry survey respondents cited Read More
Marketing Charts recently produced data analyzing where ad spend is going in a number of mediums. The headline of “Global Ad Spend Outlook Worsens for Most Media” is an accurate headline, but doesn’t tell the full story. From a distributed marketing perspective, there’s opportunity as the multichannel, digital component of the advertising pie continues to grow. In terms of various marketing channels, highlights of the report include…. A projected 13.9% growth in year over year Internet advertising spending TV and radio ad spend essentially flat, with growth projections of 2.5% and 1.4% year over year Magazines and newspaper spend to Read More
In March, I wrote about the advertising trust gap and how companies can work to bridge it. More data has come up this week indicating a significant gap in the way that consumers perceive advertising vs. the way businesses think that consumers perceive advertising. Survey data from Nielsen indicates that businesses believe that 43% consumers believe the contents of advertising “Most of the Time”. Only 14% consumers say that they believe advertising “Most of the Time”. That’s a significant gap, but I wouldn’t necessarily take it at face value because it is a word based statistic and not an action Read More
Wired published an article about the results of an extended study by marketing data company Custora about how various channels in the multichannel marketing communication mix perform in terms of driving sales in the e-commerce space. The results should spark discussion in the marketing community. Organic search and CPC were the overall leaders, which makes sense from a user psychology perspective in the present time. When someone goes to a search engine, they are actively seeking something, which is a unique frame of mind, a frame of mind that likely indicates greater purchase readiness. Email ranked just below those two Read More
Marketing Charts cited data published by BrightLocal.com indicating that 8 in 10 say that they trust online reviews as much as personal recommendations. While this statistic alone has meaning, I would rather see a statistic that demonstrates a behavior based on online reviews. Nevertheless, having positive online reviews is something that companies should desire. Looking at the other side of the equation, avoiding negative reviews should be an objective that is taken seriously. The Internet has sped up the word of mouth process, which has been a fundamental part of marketing communication for as long as the discipline has existed. Read More