- 26 Jul
Captioned Video Ads Show A Lift in Brand Linkage
from Marketing Charts
We know that advertisers are increasing their video budgets this year. But are they missing out on one key element that could make a difference to audience engagement? A new survey from Verizon Media has found that and astounding 7 in 10 US consumers watch videos without sound in public spaces. This makes captioning not only important but expected by viewers and crucial for your business.
The vast majority of people who use captions are not hearing impaired. Half of the more than 5,600 US consumers surveyed report that captions are important because they usually watch videos with the sound off. Perhaps, more importantly, the majority of respondents said they are more likely to watch an entire video when captions are available.
What Does This Mean to Advertisers? Read the full article at Marketing Charts to learn more.
- 25 Jul
Who Are “Cuspers” and How Are They Spending Their Money?
- Jul 25, 2019
- Dan Hoff
- Cuspers, Generational Marketing, Marketing to Gen Z, Marketing to Millennials
from Marketing Charts
A lot has been written about Millennials and Gen-Zers. But what about those young adults who fall in between these two groups? This goup has been dubed Cuspers. They are 19-25-year-olds adnd are just starting out in adulthood. But, they have, already mastered being consumers.
Shyness is Not A Defining Behavior With Cuspers
In fact, recent research [see original research] by Fullscreen reveals that while Cuspers haven’t quite hit the financial standing of Millennials, they aren’t shy about spending their money. It seems that Millennials do have significantly higher average household incomes than Cuspers. But even with that, this younger segment isn’t that far behind when it comes to their spending.
To learn more and to see insights that may impact how you market to this emerging segment, read the full articl at MarketingCharts.com
- 24 Jul
10 How-To Videos That Really Work And Why They Do
On the internet today, video is everywhere. And for marketing, it is at every stage of the buyer funnel.
Hearing is One Thing. Seeing is A Whole Different Level
As an example, have you ever learned how to do something with the help of an internet search? The answer is most likely a resounding “yes.” In fact, videos are an especially compelling way to learn how to do something online. That’s because, well, the video shows you exactly how to do it. I’m not alone here, either — most customers would prefer to watch a marketing video rather than seeing an ad.
So if you’re among the 45% of marketers who are adding video content to your strategy this year, there could be a lot of value in making videos specifically for those in your audience who are trying to learn how to do something, too. And in this post, you will see exactly how popular these searches are on YouTube and other platforms, and what you can learn from eight how-to videos about how to make great teaching videos of your own, all at HubSpot.com
- 23 Jul
Understanding Modern Marketing: Marketing’s Evolution and Digital’s Impact
by Elliott King
We know that “digital” has changed much of our business world. But, exactly how has digital changed the marketing and sales funnel? Are the 4Ps still important for successful marketing? Are they even relevant in today’s digital world? Or, has the emergence of customer-centricity supplanted them? And what’s the new relationship between Marketing and Sales?
All Good Questions. But What About Some Good Answers?
There is ample evidence that the customer has taken control of their buying process. Their entire methodology for how they research their purchase has fundamentally changed. And, this shift is continuing to change at a rapid pace.
This all means that it has become increasingly important that sellers and brands understand how to respond. In this article Elliott King explores the rise of “digital” in marketing, its origins and its impacts on traditional sales and marketing strategy. So to learn more, read the full article at MarketingProfs
NOTE: A Free Registration pop-up may open on this site. A Free ChiefMarketer Registration may be required to read the full article.
- 22 Jul
Content Marketing is a Dialogue, Not a Monologue
What does the phrase “content marketing” mean to you? If you’re like most B2B marketers, when you hear it, you may think of some combination of email campaigns and educational content. And today, most brands use this tandem with gated content as a way to build their email list. And then they tend to deploy an email drip campaign to stay connected with the prospect until they are ready to buy. For most, that works well.
But one of the biggest challenges with content marketing is that all too often, we treat it like traditional marketing. We think of it as a monologue, as a one way conversation. We send out broadcast emails. We produce a blog and turn off the comments. We create an e-book. All effective but not for encouraging conversation. With our content, we have an opportunity to actually use our marketing to connect with a prospect or customer who is willing to actually engage with us. But that opportunity is lost because we dont engage in a real two-way conversation through out content.
In this post, Drew Mc takes a look at one of the three key takeaways from the content marketing trends report from Content Marketing Institute. He gives us his unique insights on this at the McLellan Marketing Group Blog.
- 20 Jul
Three Proven Strategies for Engaging Millennial and Gen Z Customers
By current estimates Millenneials and Gen Z constitute a $350 billion combined spending power. And that fact has gotten the attention of almost every major brand. So, that means that brands are making those demograhics a priority. And today they are focused on how to reach them, motivate them, and inspire loyalty among them.
Now Here are the Real Questions
But what’s truly motivating these younger audiences? And how do they differ? And what strategies and tactics can today’s marketers use? Plus, what inspires the enduring loyalty of Millennials and Gen Z consumers?
To find out, Alison McGlone looked into it. She recently hosted a panel at Nerd 100 with prominent marketers and researchers. She assembled a panel of people who excel at understanding, engaging, and bridging these two generations of customers. So, to see what some of the things experts from Facebook, Airbnb, Lyft, Ellevest, and InterQ Research had to say, read the full article at MarketingProfs.com
- 18 Jul
Social Media Dominates Video Content Promotion Efforts
from Marketing Charts
Last year, Tubular Labs revealed that business videos experienced impressive growth on Facebook in the second quarter of 2018. No real surprise there. And now, in this most recent survey they found that the top channels for promotion were, once again, social media platforms.
This is a Really Huge Deal
Currently, over 89% of marketers use video as part of their content strategy. And that is not surprising considering marketers believe video converts better than other content. But how do marketers get their video content to their audiences? A new report [download page] from Wibbitz reveals that when marketers promote their videos, either organically or through paid ads, an overwhelming number turn to social media, even more so than their own websites or blogs.
Want to learn more? Then read the full article and access the source data at MarketingCharts.com.
- 17 Jul
New Report: Timing Matters for Email Marketing Success
by Dan L. Hoff
Email marketing is an ever-shifting landscape. What workd last year may not work now. And for that matter, what we used last month may no longer be generating the results we want and need from our campaigns.
Change is the Only Constant Here
It is a space that takes a constant flow of insights. And what better way to gain those insights than to simply look at how things are performing? And that is exactly what Campaign Monitor did.
They reviewed the performance of over 30 billion – yes, that is billion with a B – emails across 4.2 million campaigns sent last year. And the report [view original report] revealed some interesting new trends. Some of which seem to conflict with what we may have been using as current best practices.
So, What’s in it for Me?
The report looked at the full range of standard email marketing metrics, including best day to send, click-though performance and open rates. Then used those stats to actually establish a set of industry benchmarks. From there, they went on to actually explain exactly how we can use those benchmarks to improve our marketing programs.
They did observe some of the more obvious points. For example, they noted that emails need to have a clear call to action and that they be easy to read. After all, people are busy and may very likely be reading your message in a non-business setting. And we need to avoid big blocks of text that make it difficult to read. Plus, it is still important to keep the focus on the customer, not your product, to keep them engaged.
To see all of the data and to gain insights into applying the research to your individual email programs, read the Ultimate Email Marketing Benchmarks for 2019 report at CampaingMonitor.com
- 16 Jul
SEO is More Than Just Keywords and Links
The traditional ways of using keywords and links to build SEO rank is changing. As search has moved towards artificial intelligence, and now seeks to determine intent, the dynamics of what was good SEO have evolved. Now, instead of relying specifically on keywords we need to focus on new factors.
Ch, Ch, Ch, Changes . . .
Admittedly, the traditional SEO practices are not dead. But they are becoming more and more outdated. Today, there are a range of other factors that can affect your ranking results. Chief among them are your critical digital assests, your content and web pages.
And if you see that SEO and the performance of your digital assets is is important, then you need ot understand that SEO can be a full time job. And keeping up with the latest trends is difficult as the space becomes more complex. So to help, here are some general SEO tips to think about when writing content and building out your pages on the Heinz Marketing Blog.
- 15 Jul
Three Tips for Connecting with B2B Buyers
It seems that B2B buyers are waiting longer and longer to connect with vendors. Today, rather than immediately connecting with a sales rep, both B2B and B2C buyers prefer to do their own research online, or ask their peers for input. And this makes becoming part of the purchase conversation as early as possible in their consideration process crucial. But a lot more challenging.
Why Are They Waiting So Long Then?
Part of this is due to a lack of trust in vendors. In a recent report on B2B buyer disconnect, TrustRadius found that only 11 percent of buyers describe vendor reps as very trustworthy. And only 19 percent say reps have significant influence over their buying decisions. In contrast, 53 percent of vendors say they think their reps are very effective at moving the needle towards conversion.
How can you connect with prospects and get them talking? Here’s three ideas for driving engagement throughout the B2B buying cycle on ChiefMarketer.com
- 13 Jul
29 Email Deliverability Tips You Must Know
Your probably spend a lot of time drafting poignant email copy. After all, you design wonderfully branded email templates and craft succinct and enticing email subject lines. All desiged to get open rates and click-through rates skyrocketing.
If An Email Falls in the Forest . . . ?
But before hitting send, have you considered whether your subscribers will even get the opportunity to read your email? There are a host of things that can prevent your email from ever reaching someone’s inbox. Today, there are even more stringent laws and increasingly sophisticated spam filters. And that means that it’s to your benefit to know everything that can affect your email’s deliverability.
If steering clear of legal trouble isn’t enough to convince you, squeezing more ROI out of your email marketing efforts certainly should. Learn the things you should absolutely never do in your email marketing if you want your messages to be successfully delivered, at HubSpot.com
- 12 Jul
The Demand Marketer’s Dilemma: Achieving Authenticity, at Scale
by Paul Heald
In today’s marketplace there are myriad options for buyers. And buyers not only want and need information, they also want authenticity. They want to do business with companies that offer good products, believe in their quality and make genuine efforts to meet customer needs.
It Ain’t Easy Being
Green. . . Authentic
That means forging authentic connections with customers is the best way to cut through market noise and make a sale. Now, achieving authenticity in marketing may sound simple, right? But, when it comes to B2B marketing, though, the job is anything but.
However, authentic connections that are easy to forge with individuals gets challenging fast when organizations are trying to do it at the enterprise level. And if you need to scale, the job gets even harder. So, how can you achieve authenticity at scale? To learn how, read the full article at the Target Marketing Blog
- 11 Jul
The US B2B Trade Show Market Continues to Grow
from Marketing Charts
Recent studies confirm that trade shows and events are still proving to be incredibly effective. In fact, they are extremely effective across all the stages of the buyer’s journey. And of all event types, B2B demand generation marketers say that in-person events continue to be their best performing top of the funnel tactic.
So, How Big is the Trade Show Market?
PwC, one of the largest professional services firms, has some answers. In its latest Global Entertainment & Media Outlook, they reviewed they broader B2B market in the US. And as part of that report, they looked into the trends for B2B trade shows and events.
And of all the sectors they reviewed they found that the trade show market has one of the fastest growth rates. To see some of the data and for a chance to review the original report, read the full article at MarketingCharts.com.
- 10 Jul
What It Really Takes to Earn Millennial Loyalty
For the past few years, it has seemed as if every conversation around loyalty, circles back to Millennials. And rightfully so. Millennials are now the largest generation living in the U.S. And collectively they possess an annual spending power of $600 billion.
What Millennials Want . . . ?
With this in mind, it’s no surprise that companies across all industries and verticals are catering to the needs of Millennials as a way to earn our loyalty. Thankfully for brands, 80 percent of Millennials already participate in loyalty and rewards programs.
However, above all else, millennials value their time, energy and hard-earned money. And while they enjoy incredible spending power, they prefer experience to ownership. If brands want to capture this demographic, they will have to abandon traditional, shopworn loyalty strategies. So, to learn how, read the full article at
- 01 Jul
Find Your Ideal Customer with Account Insights and Profiling
by Mitch Folks
The digital revolution has raised customer expectations. Now, people want much more. The need more than just a product or an offering. They crave a complete experience. And that means that the success of your marketing campaign hangs in the balance. Today, it no longer depends on the number of leads you generate. Now, it rests on your ability to maximize your customers’ experience.
If it Works Well, Then People Tend to Use it
That’s there has been so much movement to account-based marketing. Now marketing with sales, determine which accounts to target, why they should be targeted, and when they should be targeted. The reason? For one, 87% of companies report a higher return on investment when adding account-based marketing to their engagement strategy. Especially when they compare it to traditional lead-based only marketing initiatives.
In this blog, Mitch Folks takes a closer look at the first step of how to create epic account-based experiences (ABX) with the right account insights & profiling. So, to learn how you can gain highly accurate account insights and effectively profile your targets to create hyper-personalized account-based experiences that your customers and prospects will enjoy, read the full article on the Marketo Blog.
- 29 Jun
The State of the Marketing Industry in 2019: 7 Trends to Watch Out For
by Clifford Chi
If you work in marketing, you know of content marketing. And if you work with content marketing, you probably know that it is a booming growth and ever-evolving ecosystem. And you know that it constantly forces us to be on the lookout for the next big thing.
The Never Ending Cycle
One day we’re creating pillar pages and topic clusters to please the Google gods. And then the next, we’re overhauling our entire social strategy because another Facebook algorithm update will flatten our organic reach even more than before.
That said, trends come and go every year. But we believe that there are seven core trends that seem to be here to stay. Read the full article to learn about the marketing trends that could move from hype to reality in 2019 at HubSpot.com
- 28 Jun
5 Strategies to Target Your B2B Audience Online
B2B audiences aren’t always extremely easy to find, but they’re out there just as often as B2C audiences are. We marketers just have to look a bit harder for them. And that means that B2B advertising has a unique challenge in digital marketing.
If you sell a product like socks or toilet paper, you know nearly everyone on the planet uses them, or we all hope they do. So your audience is everywhere. That’s the case for many B2C offerings. The target audience feels like they’re all over the place.
For B2B, That Feeling – and the reality – Isn’t Even Close to the Same
So what gives? Do we just take our ball and go home? Of course not! And that’s because your users are also all over the web, just like B2C audiences. The only difference: We have to work harder to find the proper targeting options. So what can we do? To find out, read the full article at WordStream.com
- 27 Jun
How to Make a Video: a Step-by-Step Guide
By now, creating a video to help market your product or service should be a no-brainer. It’s an easy, shareable way to communicate your company’s core message. It can also lead to a strong ROI. And we know that video has business impact. As example, product videos increase the chance of a purchase by 144%.
But, like many companies, you might not have the in-house resources to create a clip. Or you simply don’t have that much time to waste on learning video editing software yourself. And if you don’t have a ton of experience in video, it may seem like your only options are to pay for someone else to do it, or hack together a bad video on your own.
There is Some Good News Though
However, there’s a third option. Even with limited resources, companies launch with great video campaigns all the time. And to help you build solid, but affordable, content, here are six tips to create a great video at HubSpot.com