PRSA ICON is an appropriate name for what has become a truly iconic event in the world of communications. For the past four years, I’ve had the honor of presenting integrated marketing concepts at the conference. Each year, I’m amazed at how rapidly communicators are embracing integration and using it to their best advantage. This year’s presentation covers a bit of theory along with some pragmatic tips. In this post, I’ll cover some of the points I’ll be making here in Austin today. Here’s a link to the slideshare version of the presentation as well. Some people ask me why learn integration? Frankly, I think communicators need at least an awareness of integrated marketing concepts to remain relevant. Beyond that, using an integrated mindset creates more influence for the communications department within the organization while also providing a broader toolkit for the communicator themselves. Finally, making the jump (which really won’t be a jump soon once the silos start breaking down) into a marketing leadership position can’t be done without a strong knowledge of integrated marketing. Many of us aren’t working at a strategic level yet – so how do we introduce integration into our own work? Basically, integration doesn’t […]
Livestream Marketing and Your Integrated Marketing Plan Livestream marketing is growing in popularity in all different areas. Sports teams can now broadcast their games across the internet, bands can reach a bigger crowd online and companies can market to their unique audiences. Multiple social media platforms now offer users livestreaming marketing capabilities too. Whether you want to use Facebook, Instagram, YouTube, or even Twitch, there’s a platform for everyone. Due to the multi-channel accessibility lives streaming provides, businesses can reach bigger audiences than ever before. According to Marketing Week, livestream marketing is the key to building authenticity with younger generations. Sara Carter, an experienced tech expert at Enlightened Digital, agrees. “Livestream marketing is going to be most efficient when trying to reach millennials and Generation Z,” Carter says. “With the ever-growing importance of finding ways to differentiate your brand, live stream marketing just might be a good strategy to add when trying to reach these demographics.” 4 Big Ways to Use Livestream Marketing Livestream Interviews Customers want the inside scoop that’s happening NOW. Conducting “get to know me” interviews with different employees and creators can be a great way to do that. It will give your business relatability and give prospective […]
There’s never a shortage of tips and advice – e-commerce hacks – on improving e-commerce sales. And while some are indeed valuable, others are just outdated suggestions that produce little to no results. And with every year introducing a new wave of marketing trends and technological advances, it becomes obvious how adaptability plays a crucial role in keeping businesses afloat. In this post, we’re offering the latest emerging trends within the field of e-commerce that every forward-thinking marketer should be aware of. 1. Create and identify your ideal buyer persona. A buyer persona lets you create a marketing strategy that resonates more with your target customer, as opposed to generic marketing tactics that can hit or miss.
Social media may seem pretty cut and dry, but using it to market your brand effectively is no walk in the park. Not only is it difficult to keep up with social media’s constant changes and updates but it can also be hard for businesses to decipher their returns on investments. Most companies have the same goals of increased sales and brand awareness, but how can one quantitatively calculate how their company’s social media is accomplishing those goals. While 44% of CMOs say that they haven’t been able to measure the impact of social media on their business, it’s entirely achievable for firms of all types. MDG Advertising has the perfect set of steps to help you figure out if your likes and retweets are actually paying off. Check out this infographic for an easy, 4-step plan to determine your company’s social media ROI. Infographic by MDG Advertising
For any business to succeed, you need to retain your customers. Once you win your customers’ loyalty, you can expect a good amount of revenue from repeat purchases. However, if you fail to retain your customers, your sales and profit margins are likely to suffer. It is more cost-effective to retain your existing customers than to acquire new ones. Acquiring a new customer can be five times more expensive than retaining existing customers. Customer retention strategies differ from industry to industry. However, regardless of the industry, data, artificial intelligence, and predictive analysis can help you improve customer retention. Here are a few ways to use predictive analysis to retain your existing customers. 1. Personalize Offers for Your Customers
Hilary Topper, President of HJMT Public Relations and author of Everything You Ever Wanted to Know about Social Media gives us the inside scoop on conducting successful influencer marketing campaigns. Along with her successful PR practice, Topper teaches Media Studies, Journalism, and Public Relations at Hofstra University. A prolific content marketer, she also curates two successful blogs – NY Lifestyle and A Triathlete’s Diary – and records her podcast “Hilary Topper on Air”. In the latest Wax Q&A, Hilary providers her insights on one of the hottest marketing trends right now: influencer marketing. Wax: Why do you think influencer marketing has become so popular in the last couple of years? HT: Influencer Marketing has always been popular. In recent years, the phrase has been coined but since the earliest public relations campaigns, PR professionals have used celebrities, experts, sports figures, etc. to build brand awareness. Just recently, the “average” person who has lots of followers have been targeted to help in the mission.
Digital voice assistants are takingoffe off. From Amazon’s Alexa to the Google Home, it seems like it won’t be long before a digital voice assistant is going to be a crucial piece in everyone’s home and office. Marketing with voice technology is not far behind. According to a study from Pew Research Center, 46% of US adults say they use some type of voice technology to interact with devices, and that percentage is only going to grow. With more people integrating digital assistants into their everyday lives, marketers can now leverage the technology in voice app development to raise brand awareness and create new, personalized experiences.
Google+ is Google’s social networking platform that launched in 2011. As of November 2016 Google+ had 440 million active monthly users. Although it’s sometimes forgotten by marketers there are several ways to boost search wiht Google+ . Google has always denied any correlation between Google+ activity and Google search rankings. But many marketers claim that Google+ engagement seems to result in better rankings on Google. Let’s take a look at 7 of the best ways to optimize your Google+ page and improve your search engine rankings: 1. Post Valuable Content Consistently Google always rewards the relevancy of content. Therefore, consistently posting useful content for your followers is of the utmost importance for improving your search engine rankings. But be careful not to overshare your content as Google considers too much sharing as spam. Share only your best posts with appropriate and attractive images. Make sure they are posted to public as well as shared with your existing circles.
Twitter can be an effective marketing platform when used correctly. Allowing you to easily connect with strangers around the world, it’s the perfect tool for building more leads and creating more brand awareness. You may have already tried Twitter and had few results – with so many people around the world sending so many tweets per minute, it’s easy for your voice to get drowned out. By learning the art of tweeting, you can create more engaging content. Here are just a few pro tweeting tips.
Between new technologies and intense competition, the world is changing fast. To stay relevant you need to be learning and adapting all the time. We realize however it can be hard to spend time learning when you’re trying to build and run a business. With so many digital marketing podcasts out there, it’s hard to know which ones are worth your time. Raj Jana is a successful e-commerce entrepreneur. He recommends the following 7 marketing podcasts as a great way to turn your morning coffee or commute into a classroom. This Old Marketing What sets this podcast apart from the rest is its attention to current cultural trends. Hosts John Pullizi and Robert Rose do a great job of tying in current news with what’s happening in the marketing industry. They end each show with a segment of the same title, which gives listeners some real-world examples of what’s been discussed. This is really a great resource for anyone looking to understanding the marketing industry and how to succeed in it.