Using Data to Design Experiences That Truly Put Customers First - Social Media Week. What Ad Buyers Really Think About Google, Facebook, Twitter and Everything in Between. The major digital media platforms—full of big gains, big hype and often a lack of transparency—have made the advertising universe a complicated, fragmented place.
And with eMarketer predicting digital ad spending to swell to $77.4 billion in 2017, up 16 percent versus this year, it's a domain that's poised to evolve even more rapidly. We asked seven ad buyers—from three consumer brands and three agencies, plus one independent—to talk about what's right and what's wrong with a dozen platforms with which they do business. "The definitions are different for YouTube, for Facebook, for Twitter, and that is really not user-friendly for any agency or for any brand to work across all of them for proper reporting," says Liya Sharif, Qualcomm's senior director, marketing. Adds Bruce Kiernan, practice lead for performance marketing at MEC North America: "I would say from an agency perspective, we are frustrated.
Meanwhile, others are more positive about the process. Why Mainstream Brands Like Nike and Clairol Are Putting Trans Stories Front and Center. In early August, Nike aired a 30-second spot during NBC's prime-time coverage of the Olympics featuring triathlete Chris Mosier, the first transgender athlete to make a U.S. men's national team.
That an esteemed brand like Nike decided to showcase Mosier's story of athleticism and courage while millions worldwide watched had both news outlets and marketers take note. Less than a week later, Clairol announced that Tracey "Africa" Norman, a trans model that had worked for the Procter & Gamble hair color brand in the early '70s, would grace its Nice 'n Easy ads again. How to Elicit and Use Employee Stories in Your Content Marketing. There's no shortage of content about the power of stories and storytelling in digital marketing.
But how do you tell stories beyond your "brand story," especially if you work for a dreaded "boring" company? One category of stories that never runs dry is employee stories. Employee Stories Are Brand Stories Employee stories give your audience access to your brand on a human, personal level. If companies are simply collections of people working for a common purpose, then telling the stories of the people... is telling the story of the company. How More Precise Data Science Will Be Advertising's Ultimate Savior.
For the past 25 years, advertising's share of total marketing spending has trended slowly downward.
Until recently, that is. Two recent analyses of the marketing of large American advertisers showed that ad spending as a percentage of total marketing outlay increased between 2012 and 2015. The changes so far are small—a percentage point or two—but that's not the news here. The news is the direction of the trend: up, not down. Mitch Barns Why is this happening? This is partly a result of the growth in digital, which lends itself to greater precision. But it's also happening with TV advertising, which is similarly being informed by better analytics than ever before. Better data, more sophisticated data integration and the growing role of ad tech and marketing clouds will continue to fuel the increase in advertising's share of total marketing spend and total brand revenue.
For some, this reversal in trend might be unexpected. A Four-Step Process for Creating Compelling Content for Your Audience. Marketers, bloggers, and small business owners have been struggling with the same problem for years: how to create compelling content.
Why is it such a struggle? Because they're using the wrong process—or, worse, they don't use a process at all. Some of them create content simply based on assumptions. I like to compare that approach to a poker game: Players are throwing money on the table hoping to win, but the truth is they're depending completely on luck. For content creation, it's much more effective to develop a process that works time after time. Step 1: Create buyer personas Knowing your audience is the first step toward creating great content. Buyer personas are semi-fictional characters that represent your prospective customer (or reader) as a whole. The Best Place To Put Social Media Buttons On Your Blog. Have you ever wondered where the best place to put social media buttons on your blog is?
If so, you’re not alone. Back when we first added social sharing analytics to CoSchedule over a year ago, I wondered the same thing. There are so many small tweaks that you can make to your blog layout that’ll improve conversions and reader experience. Surely, I thought, there has to be a set of best practices for social media buttons as well. I set out to find all the data on which best influences social sharing on our blog. How To Make An Infographic In 7 Easy Steps. Infographics are 30 times more likely to be read than a purely textual article.
Love them or hate them, they are a rising content type for reaching your audience. Infographics are also the highest shared content type and therefore, one of the best and quickest ways to communicate data to your audience. As a designer who loves numbers, I personally fall into the ‘love’ category with infographics, but I realize that not everyone has been taught how to make this popular content type. While infographics are easy to digest, they’re not necessarily easy to create, so I hope to enlighten you in how to make an infographic in 7 easy steps from research all the way to publishing.
The Best Place To Put Social Media Buttons On Your Blog. Content Marketing Editorial Calendar - Do You Need One? A content marketing editorial calendar sounds like a great idea, but are they really worth the hype?
Many blogs that struggle with consistency have found an editorial calendar to be the perfect solution. Even blogs that don’t have that problem have been using a content marketing editorial calendar for years. The 6 Types of Social Media Content That Will Give You the Greatest Value. Here’s a fact about your social media strategy: You want to post valuable content.
You want engagement, virality, retweets, likes, shares, followers, and all the other good things that come to social media marketers. If your social media management doesn’t promote this kind of activity, then it’s not even worth it to keep trying! So the question is, what kind of social media content gets that kind of love? 24 Social Media Posts from One Blog Article. How Social Half-Life Reveals the Perfect Time to Post. InShare52.
New Data: What Types of Content Perform Best on Social Media? In many aspects of life, timing is key. If you've got to schedule a very important meeting, and all of the attendees aren't morning people, scheduling an 8 a.m. start time probably won't result in a productive meeting. Color Psychology In Marketing: The Complete Guide [Free Download] In content marketing, color is an emotional cue. In an ocean of content marketing, color can help yours stand out. It’s what gets your audience to see what you want them to see, feel what you want them to feel, and to do what you want them to do.
Which hues you choose can also affect usability and whether content is readable it or not. This is what makes understanding color psychology so important for the success of your content. However, poor color choice can also negatively change the impact of your message. How to Create a Customer Focused Content Grid. A content grid is a tool I like to use to help my clients to plan the content they will produce based on the audiences they want to reach.
As Google’s algorithms continue to evolve, a common theme of 2014 in particular has been high quality content. This means that Google expects you to have great content on your site in the form of written copy, imagery, photography, graphics and videos. It means that websites with poor quality copy will really struggle to rank highly, or even at all, in the Google search results. Read more about this in our recent blog on the Panda update. But creating high quality content on a regular basis – as is Google’s preference for fresh content – can be a daunting task. The Data Behind the Average Article Lifespan. The fast pace of online news means that often an article or post barely makes its way through the CMS before it feels like you’re onto the next one, both as writers and readers. The Parse.ly team wondered if, in fact, that’s true: how long does an article “last” online?
To answer questions like this, we look to our network of sites. Though there are millions of sites on the internet, our data set focuses on a couple of hundred premium media publishers that use Parse.ly to track first-party data, including page views, visitors, engaged time, social sharing and new/returning audience metrics. The Psychology of Excitement: How to Better Engage Your Audience. Understanding psychology is a crucial part of being a successful marketer. What I’ve discovered is that the most powerful advances in content marketing don’t come from “hacks,” “tricks,” or “techniques,” but from science-backed psychology. One of the most powerful and interesting areas of psychology deals with excitement. The Publishing Process - Create Relevant Content for Social Media. Kim Kleeman is President of Creative Marketing Partners, a Chicago based marketing solutions group.
As President, she offers companies insight and guidance to develop and implement effective strategies for social engagement and brand establishment in the digital arena. Content Strategy for the Customer Journey: Marketing that Makes Business Sense. Understanding New Media: Eugenia Siapera: 9781848607798. The Content Grid v2 [infographic]