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- 18 Dec
2020 B2C Content Marketing Benchmarks, Budgets, and Trends: New Research
by Ann Handley
Content marketing has become a consistent tool for B2B marketing for a long time now. But, until recently it is a tool that has been largely missing in the B2C space. For most marketers in that space, they knew it could work. But they simply struggled to understand how to make it work in their markets.“. . . and nair the twains shall meet . . . “
Well, now, it seems that business-to-consumer [B2C] marketers are making steady progress with content marketing. And it is quickly becoming a key element of marketing strategy. This, according to a just-published annual content marketing study [download available] from MarketingProfs and Content Marketing Institute.
To see what key actions and approaches you can take to improve your own content marketing program, read the full article at MarketingProfs
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- 30 May
New Research: How Are Email Response Rates Trending?
from Marketing Charts
We know that for businesses, email remains one of the central tools of the trade. That fact was brought out by some research by Ascend2 earlier this year. In that they found that while email marketers not only name increasing engagement as their top priority, they also say it is their greatest challenge.But in new research from Epsilon, there are some even more worrisom trends. It seems that email click-through rates have declined for business-as-usual emails. And, this decline is beeing seen across a broad range of industry segments and both B2B and B2C markets. This is according to their latest email and benchmark trends report [download page].
To see the highlights of the report and for an opportunity to see the origical report, read the full article at MarketingCharts.com.
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- 06 May
How to Integrate Purpose Into Your B2B Content Strategy
by Heather O
The notion that content is king has never been more valid than it is today. And that idea, that started early on as the exclusive domain of B2B companies, has even spread to the B2C mareting domain.This doesnt mean that you do the same types of content and structure it for the same reasons as you would for a B2B market. For B2C companies to reach their buyers and provide superior customer experiences every time, they need to deliver content that’s streamlined, simple, personal and purposeful.
What the Heck is Purposeful Content?
That means that they need to understand what’s important to their buyers. Why? Because a growing number of those buyers cite shared-purpose as a reason to buy from a company. And, as a result, companies need to be clear on their corporate purpose if they are going have a strong, evolving content strategy.
But, that purpose needs to be authentic and relatable. It also needs to inspire. Social purpose can be a powerful tool for your business. But how do you find that purpose? And, how can you wield that power? To find out, read the full article at MarketingProfs.com
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- 14 Feb
How Important Are Online Reviews for Local Businesses?
by Ayaz Nanji
Being in business has become an increasingly complex proposition. Whether you’re a small local shop or a regional manufacturer, because of the internet, your business life has changed. One of the newer and more complex ‘moving parts’ of this complexity are online reviews.And that’s because consumers, especially younger ones, are becoming increasingly reliant on online reviews. According to recent research from BrightLocal, more and more consumers rely upon those reviews to assess local businesses. In fact, some 86% of respondents say they read the online reviews of local businesse
To see all more insights and to download a copy of the original report, read the full article at MarketingProfs.com
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- 25 Jan
Do You Subscribe to the Subscription Service Trend?
Today you can subscribe to pretty much anything. You can subscribe to razors, or dog toys and clothes. And you can even subscribe to cosmetics, or ingredients for a complete dinner or fine wines.On the B-to-B side, there’s Leadership-in-a-Box, Mentor-in-a-Box and many more. But dont think that it’s all consumable products. Now Porsche even has its own subscription offering.
This whole move is a fascinating cultural shift and it’s worth thinking more about, in terms of how we go to market with our products and services. But, what are the elements that make a subscription model work? To learn what they are, read the full article at the McLellan Marketing Group Blog.
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- 17 Jan
Why Consumers Click on Paid-Search Ads
by Ayaz Nanji
Wouldn’t it be great if we could figure out why people tend to click on certain ads? Now, that would be a worthwhile set of insights. It could even let us begin to mold our ads to more accurately match buyer preferences.Well, as it turns out, there was recently a limited consumer study conducted by Clutch. They looked into that very question. The report [download available] was only based upon a survey of 506 people. They focused on people who clicked on at least one online search ad in the past month.
Now, while this is a small number, there are some extremely valuable insights within the study. For one, consumers say the main reasons they click on paid-search ads are that the units directly answer their search queries. They also say that they responded to ads that mention familiar brands.
To see more of the data, charts and insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. A Free MarkeitngProfs Registration may be required to read the full article.
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- 12 Jan
How Social Media Has Changed The Way Business Operates
from Jeff Bullas’ Blog
Throught the years, marketing has taken a number of shifts. But, with the rise of social media, the entire world of business has changed significantly. And not just for B2C sellers. B2B marketing is being increasingly impacted as well.So, How Has Social Media Changed Business?
There are a number of ways social media has changed business today. For one, it offers businesses different approaches and channels to market their products. And through organic or paid targeting, it can be a fast and cost effective means to engage customers on their terms.
But, by now there should be no doubt, social media has significantly altered the way businesses operate. And, today, businesses simply cannot afford to ignore social media. It is increasingly important to know the benefits to your business. And, most importantly, how it can work for your company.
To learn more, read the full article on Jeffbullas’s Blog.
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- 24 Sep
These Are the Types of Events That B2B and B2C Firms Splurge On
from MarketingCharts.com
According to current indications, events are becoming a more prominent tool. And this is becoming more prominent within the B2B enterprise space. But, not just for branding purposes. Now, events are considered a top means for both lead and demand generation.While this trend has been growing steadily over the past few years, currently events hog a large portion of marketing budgets for B2B exhibitors. Now, a new Splash-sponsored survey from Harvard Business Review (HBR) Analytics Services [download page] confirms this notion.
And not only are these companies attending more event, now they are substantially increasing their sponsorships of events. Some, are even devoting substantial marketing dollars to creating and delivering their own events.
To see all of the data on what is working best and to access the original report, read the full article at MarketingCharts.com
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- 25 Jul
Events Have Different Purposes and Strategic Considerations for B2B, B2C Companies
from MarketingCharts.com
We all know that there are differences and some similarities between B2B and B2C marketing. This fact is patently obvious when it comes to event marketing.Exactly the Same, Only Different
According to a recent report [download page] from Opus and Event Marketer, B2B and B2C companies approach events with different goals in mind. This is in spite of the fact that they do share some primary objectives, . Both groups look to drive sales revenue as well as educate customers, prospects and attendees, but B2C companies are more focused than their B2B counterparts on raising brand awareness.
B2B marketers tend to see events as a strong source of qualified top-of-the-funnel leads. By contrast, B2C marketers tend to use events more than their B2B counterparts in order to enhance customer satisfaction/loyalty and launch new products or services.
To see all of the insights and trends, read the full article at MarketingCharts.com
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- 24 Jul
Email Benchmarks: 1Q18 Engagement and Subscriber Trends
by Ayaz Nanji
As marketers, we rely upon a range of ‘tools’ to do our jobs. And, chief among those tools for most of us in email. So, it is extremely important that we keep up on what is working and the performance trends for email marketing.“Yes Virginia, There is a Santa Claus”
But, fortunately for us, Yes Lifecycle Marketing runs a quarterly report [download available] that does just that. And their report is no small effort. The report is based upon data gleaned from 7 billion emails sent through their platform. And what they discovered is that while email marketing volume declined, consumer engagement increased in Q1 2018.
So to see all the numbers and trends, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Free Registration is required to read this article.
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- 12 Jul
Do People Share Good and Bad Customer Experiences?
from Marketing Charts
People around the world say that customer experience is a competitive differentiator for brands. But do good or bad experiences reverberate beyond the customers themselves? As it stands, most people will tell someone about a very good or very bad experience. This according to new research from the Temkin Group.Are Consumers More Likely to Complain or Brag?
In fact, only around one-quarter (27%) of US consumers surveyed in Q1 reported being silent about a recent very bad experience with a company. It turns out that respondents were more likely to have not shared a very good experience. Of that, one-third indicated they didn’t tell anyone about the experience. As such, the results suggest that people are slightly more likely to share a very bad than a very good experience.
To see more insights into how people are sharing their brand experiences, read the full article at MarketingCharts.com
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- 16 Jun
This is How Blockchain Could Change Digital Marketing Forever
by Raj Chander
By now you have probably either heard of, or read a story about the explosive disruption that some refer to as the future universal currency. Others consider it a “disgusting…noxious poison.” But, what could elicit such extreme feelings in complete opposite directions? Bitcoin, of course.It’s Really All About What Makes Cryptocurrency Work?
But the real story of Bitcoin and other forms of digital money isn’t their investment potential. It’s the Blockchain technology that underlies it. Blockchain is, in its simplest form, a method of digital record-keeping that creates a ledger of transactions. But, it is transparent and, most importantly, impossible to tamper with.
But, how could blockchain influence digital marketing?
Many facets of business and communication could be affected by blockchain. But much of the discussion to date has been about its impact on banking and financial transactions. While those two areas alone are significant, blockchain’s impact could go beyond currency and finance to affect marketers of all products and services. To learn exactly how blockchain could Change digital marketing forever, read the full article at HubSpot.com
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- 07 Jun
The Social Networks B2B and B2C Marketers Value Most
by Ayaz Nanji
We all accept the fact that there are differences between B2B and B2C marketing. And, of course, we assume those differences are reflected in how social media is used.Question, questions, questions . . . But Where are the Answers?
But, what are those differences? How is social media best used today. And what trends are surfacing in the use of the social media platforms for marketing? And more importantly, what work best for B2B or B2C?
So, to understand how marketers are using social media and what is working best, Social Media Examiner launched a study. And now, they have recently released their 10th annual study. Their report, the 2018 Social Media Marketing Industry Report brings some significant insights. And, more importantly, the data on trends on what is working best. So, to see the data and some insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
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- 01 Jun
Happy Customers Are the Biggest Marketing Opportunity of 2018
Today, people – your customers – are more informed than ever before. They have seemingly limitless options at their disposal, and unprecedented clarity into how businesses treat their customers. These changes have translated to a sharp shift in power from business to customer. And this has resulted in dramatically higher customer expectations.Your customers are less trusting and less patient than they’ve ever been
Potential buyers care less about what you have to say about yourself. They, and more than ever, want to learn about what your customers have to say about you. No matter how good, nothing you can ever write or create will be as trusted, as motivating, or as influential to potential customers than what your current customers have to say about you.
And that’s why Happy Customers Are the Biggest Marketing Opportunity of 2018. And to see how you can leverage that, read the full article at HubSpot.com
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- 31 May
GDPR Is Here: A Simple Marketing Guide for Compliance
by Kay Kienast
The General Data Protection Regulation (GDPR) initiative has caused quite a bit of confusion, and turmoil. And, it has posed more questions than answers for US based companies.Just Another Bureaucratic Stumbling Block or a Timely Tool?
Designed to put customers back in the driver’s seat of their preferences and personal data, the legislation has drawn broad criticism. However, customers and prospects will now own their personal data and have control over the communications they receive.
And as marketers, we are supposed to represent the voice of the customer. And in a manner, the EU’s GDPR can help us do that by focusing on the “customer first.” So, here’s how to make sure you not only comply with GDPR’s regulatory requirements and provide customers what they need at MarketingProfs.com
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- 21 May
Five Subtle Mistakes That Are Limiting Your Marketing Response Rate
by Tim Carr
Every company struggles to target the right audience. And, just as importantly, they struggle to grab the audience’s attention long enough to drive real action. After all, consumer attention spans have now waned to a mere eight seconds. That’s down from a whopping 12 seconds not even two decades ago.
No Gain to be Made by Blaming the Audience
But blaming consumers for a lack of interest in your digital marketing efforts isn’t going to solve the problem. Nor will all those tools that keep you abreast of every click, like, and share. They serve only to confirm that something isn’t working, but they do nothing to tell you how to actually improve performance.
And even the most subtle of mistakes can keep consumers from doing what you want them to do. So, if your response rate is falling short of expectations, don’t rush to overhaul your marketing strategy or media spend. Instead, check for some of the following less-obvious mistakes in this article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
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- 07 Apr
14 Non-traditional Marketing Methods
from Forbs.com
Increasing the brand awareness of your business is the goal of every communications professional. You use content, influencers, social media and virtually every other tool available to you. But have you stopped to think outside the box?Don’t Forget, It’s All In Their Mind . . .
With your brand identity living in your customers’ minds, you need to consider innovative ways to grab their attention and align their thought process with yours. You need to attract loyal customers. You need to develop fans that choose your business over your competitors. And, most of all, you need a standout idea can make all the difference when it comes to consumer brand choice.
So, from experiential marketing to doing something quirky, learn the 14 less traditional marketing channels, read the full article at Forbs.com
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- 16 Mar
What You Need to Know About the Looming General Data Protection Regulation (GDPR)
by David Gee
The countdown is on. Only two months are left for companies to ensure they are in compliance with the European Union’s General Data Protection Regulation (GDPR). And, with the new regulation set to be implemented on May 25, most US companies are still not prepared.Ready of Not . . . Here it Comes
As it now stands, GDRP will not only apply to EU based businesses. It will also apply to any and all businesses that hold and process personal data collected in the EU. This, regardless of those businesses’ industry or location.
So, what are the regulations? And how can you prepare?
US companies need to understand the huge impact it will have on their business. There are seven core questions you need to be asking to ensure compliance. And to make sure you avoid fines and penalties. To learn more, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
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- 03 Feb
The Brand-Content Preferences of Different Age Groups
by Ayaz Nanji
For content marketers, there are constant question. Most want to know what content types work best? How can it work better? And, what content works at the various buyer journey points.Now, it has occurred to someone that there might be some influence of a buyers age on content type preferences. So, which types of content do consumers of various ages prefer? And, do some content formats resonate more with certain age groups? And, what types of content have a greater appeal for certain age groups?
Good Questions. Now What’s the Answer?
To find out, HubSpot surveyed 3,010 consumers age 18 and older. They conducted a study of consumers from Colombia, Germany, Mexico, and the United States. And, what they discovered was that, yes, there are differences in content preferences between age groups. So, to see more of the data and to download a copy of the study, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
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- 12 Jan
2018 B2C Content Marketing Benchmarks, Budgets, and Trends
by Ann Handley
B2C marketers are becoming more successful with content marketing. But many report their organizations don’t have realistic expectations about what content marketing can achieve.That’s good news. But now for the not-so-good news
While B2C marketers are becoming more successful with content marketing there is some less than good news. The not-so-good news is that many B2C marketers say their organizations don’t have realistic expectations. They indicate that they are unrealistic about what their content marketing can achieve.
Those are only some of key findings from the recently published B2C Content Marketing 2018: Benchmarks, Budgets and Trends—North America report. The guide comes from research by MarketingProfs and the Content Marketing Institute. To see some of its key findings and to find out how B2C content marketing is winning the day, read the full article at MarketingProfs.com
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