In the age of digital assistance, consumers plan before they experience, even if only for a moment. They want to know as much as they can about what they’ll be getting into and minimize unwanted surprises. Google reports that 91% of mobile users search for information on their phones in the middle of a task for ideas or inspiration. Those “intent-rich moments when a person turns to a device to act on a need to know, go, do or buy” are called micro-moments. Micro-moments aren’t merely a trend but a shift in buyer behavior, making a huge impact on consumer decisions. Understanding those micro-moments are key to successfully delivering what people want, when they want it. And your brand will stand out among the crowd if you can anticipate these moments, provide relevant content, and deliver an optimized, consistent experience across channels.
The gig is up. In the age of information access and social media sharing, consumers are all too familiar with gotcha marketing techniques and trickery. And when they spot it, they’re quick to blast their displeasure to the masses, potentially devastating brand reputation. Consumers demand brand transparency, and it’s an invigorating shift for marketers. With less pressure to portray your business as something it’s not, more resources can be spent showcasing your company’s true identity. And that’s reason to be excited.
The dreaded digital trash bin is the likely destination of even the most carefully crafted email campaigns if they fail to include one essential component – personalization. Today’s consumer expects personalized experiences, and the inbox is no exception. In an Adobe study, marketers responded that personalization would be the single most important capacity for marketing in the future. Many marketers already use some degree of personalized email content. However, these efforts often don’t go much further than the recipient’s first name in the subject line. Granted, personalized subject lines do increase an email’s chances of being opened by 26%. But you can go far beyond this simple technique to achieve higher click-through and conversion rates.
In a time when over 70 million U.S. internet users are using ad-blockers, native advertising is an extremely valuable and effective alternative to traditional ads. Most major brands use it in some capacity, as 53% of consumers are more likely to look at a native ad than a banner ad. What’s more, native advertising increases purchase intent by 18% over normal display ads. With formatting designed to match the surrounding content, native ads are much less obtrusive and more educational than traditional ads that disrupt the browsing experience. Though native advertising comes in many forms, a few have proven to be more profitable and worthwhile. Below, you will find the top three types of native advertising. These strategies will give your content a prominent stage to help you reach new and existing customers.
You have the vision in your mind: what your brand stands for, its personality, what it promises to customers. But despite your best marketing efforts, sometimes brand initiatives don’t quite deliver your glorious vision. It’s probably time to re-evaluate your core brand identity, a practice you should actually do fairly often. Assess the what, why and how of your business to identify your purpose and what sets it apart from your competitors (which also requires some research of the competition). Once you’ve nailed down your objective, then you can start thinking about how best to communicate it to your target audience. These eight strategies will help you take your brand initiatives to the next level.
Making a website font choice for your site can be tricky business. There’s a couple of things you need to know before diving in and selecting a font out of the blue for your website. In fact, a font is tied to many different characteristics of your business; you may not even realise. It’s such a small detail that makes a large impact in the digital world of marketing and brand management. Take a look at the top 5 things we’ll go over to help you make a perfect website font choice. Know your brand Your Target Audience Brand Coloring Sizing Pairing fonts for your site
The savvy B2B marketer uses a diverse, multi-pronged approach to attract prospects and drive existing clients to purchase again. But one strategy – account-based marketing – outperforms the rest in today’s marketplace. In fact, SiriusDecisions reports that 93% of B2B marketing leaders consider account-based marketing extremely important for success.
In a dynamic, ever-evolving field, it’s essential to stay updated with blogs, news and social posts to keep ahead of industry trends, but marketing books offer invaluable, more in-depth insight that you won’t often find elsewhere. Learning from the successes and failures of the pros will help you develop your marketing skills and create more effective campaigns.
A business's online reputation is extremely important, and many business owners understand this. According to a recent study conducted by TripAdvisor, 97% of business owners agree that online reputation management is important. Although most business owners understand the importance of their own online reputations, many do not understand that their clients online reputations are also very important. If your client's online reputation is negative, it could be negatively impacting your business. There are many reasons for this, but in this article, I will be discussing the four main reasons why your client's online reputation is just as important as your own online reputation.
The future of marketing will be revolutionized by a powerful, nonhuman force: artificial intelligence (AI). Even now, AI and marketing-powered solutions can streamline your marketing efforts and give you an edge on your competition. According to Gartner, AI technologies will be virtually pervasive in almost every new software product and service by 2020. Fear not, as AI is not expected replace you, the marketer, any time soon. It can, however, make your job easier by allowing you to focus your efforts on addressing important challenges by using AI and marketing.