What used to be an almost Hatfield and McCoy-type of relationship has recently become more like All in the Family, bumps in the road included. Data and creative have finally tied the proverbial marketing knot. The courtship has been steadily evolving for the last year or two, but recent events have brought data squarely to the forefront of our consciousness. While the union of data and creativity is most certainly a positive for the industry, steps must be taken to ensure that we are moving forward in a way that benefits both businesses and consumers. – Read
It’s time to rethink social channels as part of the B2B marketing mix.
I was pretty discouraged when the news broke about the breach of security at Facebook. Data continues to be the ultimate prize of social platforms — data that can be sold to the highest advertising bidder for the right price. The sharing of ideas and useful interaction is long over on many platforms today. – Read
Today, 85% of people are said to trust online reviews more than they do personal recommendations, while customers are reported to spend 31% more on companies who have excellent reviews. – Read
Since it’s introduction in 2005, the video sharing/social media site YouTube has become an indispensable advertising and marketing tool for businesses in every industry, of every size to promote their products to prospects and customers. – Read
A new phenomenon has cropped up, which hasn’t done much to help perceived authenticity within the industry. It’s mainly down to Lil Miquela – a virtual/CGI influencer with an impressive 600,000 followers on Instagram. – Read
As marketers, we are constantly encouraged to be ‘data-driven’. For starters, we are expected to keep a close eye on acquisition costs, track funnel metrics, and keep tabs on conversion rates.
On top of that, we use audience data for segments, behavioural data for optimization, and customer feedback data to find and solve customer experience issues.
With all of these various ways of using data, though, how can we be sure we’re doing our jobs correctly? That is, are we truly marketing in a ‘data-driven’ fashion? – Read
Key performance indicators (KPIs) are like milestones on the road to online retail success. Monitoring them will help ecommerce entrepreneurs identify progress toward sales, marketing, and customer service goals. – Read
Data is a hallmark of marketing and, thanks to the digital revolution and the emergence of big data, we have access to more of it than ever before. The challenge is making sense of that data. How can you use it to tailor your marketing strategies? Better yet, how can you use it to bolster your marketing efforts? The alternative isn’t even a question because it’s unavoidable — you need data-driven marketing because people expect relevant, useful and personal experiences from the brands they interact with, and that’s exactly what data-driven marketing produces. – Read
Micro-influencer marketing has been named as the industry’s next big ‘thing,’ publications such as Inc., Econsultancy and AdWeek listed micro-influencers as a marketing strategy that will increase in importance this year. Indeed, some of the world’s biggest brands are working with micro-influencers. Companies such as Airbnb, ASOS and Glossier have been applauded for their micro-influencer campaigns. However, I believe so far, most brands have yet to realise a micro influencer’s full value. – Read
People are generally wary of direct marketing messages from a business. That’s why many brands invest time, effort, and money to produce content that can overcome consumer skepticism and earn people’s trust.
But what if you could source a steady supply of this kind of content without having to create it all yourself? – Read