Quality content. Content marketing. Mobile-friendly content. Ad retargeting.
Scores of pundits and prognosticators awake and arise this time of year from their marketing crypts to make predictions, outline scenarios on what they see as hot digital marketing trends for the upcoming year. And we see a lot of those aforementioned terms – and others – you know what some of them are - year-after-year, being bandied about and re-purposed.
To use some pirate vernacular, “arrrggggghhhhhh!”
All good-intentioned, most impart a lot of useful info-nuggets but it’s easy to get lost in the morass.
So is there anything really interesting that might help drive awareness of products/services, and ultimately sales next year?
Internet Retailer recently did a search marketing survey (full results being published in November) from mid-September to mid-October encompassing responses from 95 participants; about two-thirds identified themselves as working for web-only retailers.
Some interesting survey snippets:
• 46.2% reported increased traffic to their e-commerce sites over the past year through natural, or organic search;
• 32.9% generated at least half of their online sales through their paid search and organic search programs combined;
• 40.3% said their search marketing budgets increased over the past year;
• 53.3% said they would increase their pay-per-click search spending... Read more
Quality content. Content marketing. Mobile-friendly content. Ad retargeting.
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Current TV co-founder and CEO Joel Hyatt has often discussed the contributions of that network to modern broadcasting. Not only did Current TV's innovations bring more viewer participation to mainstream TV, it’s very founding process was an object lesson in the evils of a concentrated industry. That makes Hyatt's success in launching Current TV as much an innovation as any technique that he pioneered.
Current TV Exposed the TV Broadcasting Oligopoly
Your cable or satellite menu looks like a melting pot of options. There are literally hundreds of channels. The problem is, a handful of companies control them. Disney, for example, owns the channels that bear the Disney brand, plus channels with the brands ABC and ESPN. NBC owns NBC-branded channels plus USA, Bravo, and Syfy. That list is far from comprehensive.
There's also a small group of providers distributing airtime. That makes entering the business almost impossible for independent startup channels. The problem was epitomized when a network whose co-founder was former Vice President Al Gore couldn't get cable and satellite providers to carry it.
Hyatt and Gore beat the distribution blues by buying a small news network, Newsworld International, and inheriting its 17-million household distribution. That put Current TV on the air.... Read more
Smartphones have changed a lot about modern life. The entertainment industry has certainly experienced a lot of challenges. Here are four ways that smartphones have changed the industry.
Audiences are Laughing at You, Not With You
The evolution of 4G phones has changed the way that people experience the world. It doesn't take long before smartphone owners start to rely on their devices for everything from directions to Internet access.
As people have gotten used to carrying small, Internet-ready devices, problems from past decades start to look humorous instead of dramatic. Iconic '80s movies like National Lampoon's Vacation and Friday the 13th look silly to audiences yelling at main characters to just call someone for help.
When the Griswolds get lost in the desert, older viewers who grew up without mobile technology have to explain to younger audiences that Google Maps wasn't an option. When a murderer creates havoc at Crystal Lake, young viewers throw their hands up in disbelief because no one calls the police.
When TV and cable stations air movies made as recently as two decades ago, they have to know that young viewers will find the plots frustrating because they don't seem relevant to the way people solve problems today.
Everyone on... Read more
Automobiles are often objects of passion, and as such, can be well suited to social media. But as this report shows, not all luxury autos are created equal. At least not when it comes to drawing fans and generating engagement on social networks.
The Zuum report “Social Media Analysis - Luxury Autos” is an industry benchmarking and content exploration into where the fans are in that industry, and what engages them. It looks at 12 of the Luxury Automobile brands. Social media networks included in the analysis are Facebook, Twitter, YouTube, Instagram, Google+ and Pinterest.
Key Highlights and Takeaways:
Facebook is the dominant network for most brands in this industry, but considerable activity is moving over to Instagram
Google+ has considerable fan base overall, but is driving minimal engagement with brand content
There’s surprisingly little promotion of posts on Facebook from these brands
Mercedes is prompting their fans on Facebook to join them on Instagram. A possible move in reaction to Facebook’s declining reach issue.
Auto-enthusiast magazines are generating significant engagement for some of the brands, something brands should leverage when possible, as not all press will be entirely possible.
Brands analyzed are: Acura, Audi, BMW, Cadillac, Infiniti, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche and Volvo.
Tags: acura, Audi, bmw, Cadillac, content, content marketing, content strategy, Facebook, facebook marketing, Facebook strategy, google, Infiniti, Instagram, Jaguar, Land Rover, lexus, Lincoln, mercedes benz, pinterest, porsche, Social Media, social media marketing, social media strategy, twitter, Volvo, youtube
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Craft breweries have produced scores of award-winning beers over the years and according to the Houston Chronicle, will garner sales of over $7 billion nationwide in 2014. But just having a tasty ale or lager is no guarantee these days for long-term business success as the gigantic ad/marketing budgets of the major breweries can drown out craft breweries attempts to snare market share.
“The number of new craft breweries has exploded in the past few years and the market is getting crowded,” said Melani Gordon, who co-founded San Diego-based TapHunter. The company provides on- and off-premise accounts with time- and money-saving tools that automatically update beverage inventory on social media channels, websites, and print, digital display, and tablet menus. This exposure empowers their customers by helping transform beer, spirits, and cocktail menus into valuable revenue producers.
Gordon said those craft breweries that don’t put some serious thought behind their brand and voice will struggle.
“There’s no magic formula for craft breweries to find consumers so the new breweries need to build a brand and web presence because it’s challenging today to stand out,” added Gordon. “In addition, there are a lot of inefficiencies in the retail distribution model, making it... Read more
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