Tagged 'marketing strategy'

Are You the CMO of Your Personal Brand?

Posted by Drew Neisser on February 5th, 2016 at 7:32 am

Everyone has the opportunity to be the CMO of their own brand. This post outlines how using Dan Raviv of CBS News as an example.

Brands Must Lead – and Follow – Consumers through the Purchase Journey

Posted by Patrick Reynolds on November 24th, 2015 at 11:02 am

Today, there is so much valuable data on consumers that leading them through the purchase path should be easier than ever before. Brands can now access more than 25 billion data points per day on consumer behavior – so they can see where customers have been geographically, view their mobile app activity and know where they have checked-in and so forth. But brands still need to better integrate that with data on offline behavior, such as point-of-sale and desktop behaviors, like social media interactions so they have a more complete picture of their consumers.

16 Marketing Trends for 2016: Trends 9-12

Posted by Winnie Brignac Hart and Lorrie Brignac Lee on November 23rd, 2015 at 11:00 am

Every brand wants to stand out in today’s crowded marketplace. However, with increasing sensory overload, it is becoming hard to stand out. What can brands do to distinguish themselves?
Following these 4 marketing trends may help you stand out in 2016!
9. USER EXPERIENCE IS CRUCIAL TO WEBSITE

As first point of customer contact, websites must reflect authenticity of the brand
Google states the first impression of a webpage happens in the blink of an eye (50 milliseconds to be exact)
94% of consumers who rejected or mistrusted a website said it was due to design1
Website development is now accessible to all levels of users because of the increasing options of pre-made templates like WordPress

10. SOCIAL MEDIA IS THE INTERNET

Brands are shifting efforts/budgets from pure SEO to increasing social
media optimization
92% of B2B companies use social media in their marketing tactics2
Search will be extended beyond Google with other channels developing their own search engines, like Facebook
Today’s consumers are more social in their purchase patterns than ever before
88% of today’s purchasers make choices based on online comments3
Payment options will increase in usage in social, continuing to grow all-in-one platforms

11. VIDEOS WILL CONTINUE TO BUILD BRAND EQUITY

74% of all internet traffic in 2017 will be video4
58% of consumers... Read more

16 Marketing Trends for 2016: Trends 5-8

Posted by Winnie Brignac Hart and Lorrie Brignac Lee on November 16th, 2015 at 10:22 am

As more and more messaging is thrown at consumers, it is becoming harder to stand out. Messaging is becoming similar and brands are starting to fade together. As a brand, you must look within to find differentiating characteristics in order to stand out from the competition.
Do you want to stand out in 2016? These 4 marketing trends may help to distinguish your brand is a world of sensory overload.
5. CUSTOMERS WILL CONTINUE TO VALUE TRANSPARENCY

Customers are seeking higher engagement and demanding transparency
Brands need to “walk the talk” and create real value for customers
If brands do not tell the truth, someone else will do it for them
Transparency across all social and digital channels will foster trust and fuel long-term success
Genuine messaging will reflect brand alignment

6. CONTENT REMAINS KING

86% of B2B organizations are predicted to have content marketing strategies in 20161
Providing content based on customer wants/needs will build trust and ensure you’re seen as an expert
Quality content will increase search engine rankings
Content co-creation between brands and consumers will continue to rise, creating value to the community where contributors are part of the process

7. AUTOMATION IS KEY TO INBOUND MARKETING

Inbound strategies continue to be most effective in lead generation and prospect nurturing
Compared to... Read more

16 Marketing Trends for 2016: Trends 1-4

Posted by Winnie Brignac Hart and Lorrie Brignac Lee on November 10th, 2015 at 10:29 am

Standing Out has become increasingly challenging in a world of sensory overload. Because of this, 2016 will be the Year of the Brand, because a familiar and trusted brand still has the ability to cut through the clutter. Organizations will look deep inside themselves to find those unique characteristics which differentiate them from the competition. The Top 16 Marketing Trends for 2016 support this movement.
Take a look at 4 marketing trends to help you stand out in 2016:
1. BRAND AWARENESS WILL BE KEY INITIATIVE

To stand out, an organization must have a clear idea of where it is standing now
Defining key brand attributes (differentiation, relevance, promise and intelligence) will be critical
Clarification of core values, mission and vision will lead to authenticity
What sets your brand apart will facilitate your distinct advantage

2. COMPANY BRAND MUST ALIGN WITH BUSINESS STRATEGY AND PURPOSE

Brands have become increasingly disjointed and misunderstood both internally and externally
The brand must be consistent with internal and external perceptions, reputation and purpose
Alignment will provide a firm foundation on which to build strategy and direction
Internal alignment will contribute to team strength and consistent brand and messaging

3. BUILDING RELATIONSHIPS IS KEY

Intrusive, mass-target marketing is expected to decline as relationships built on trust increase
Need to... Read more