MarketingProfs - Posts from January 2016

  • Reaching Audiences Is Easy, Engaging Them Takes Relevance: 10 Tips

    Targeting and buying online audiences has never been easier or more affordable. Programmatic ad buying options give advertisers access to 95% of Internet users, with more than 40,000 audience attributes and characteristics from which to target. In short, your best prospects are readily identifiable and reachable. But even the right audience can be hard to engage.

    MarketingProfs- 17 readers -
  • 10 Rapid-Fire Tips for Writing 2,500 Words per Hour

    Most people can't write fast. I'm not one of those people. In this article I'm going to reveal my top 10 tips for writing at speeds of up to 2,500 words per hour. Ready? Let's dive right in. 1. It's All About That Love... My passion for writing has helped me boost my hourly word count. I truly love writing. Even if I had unlimited money and never needed to earn another dollar again...

    MarketingProfs- 20 readers -
  • Marketing Video: Marketing Automation 101

    There is no denying that marketing automation delivers results: a 10% increase in marketing contribution to pipeline, a 20% increase in generated sales opportunities for nurtured leads versus non-nurtured leads, and converting 53% more leads to Marketing-qualified leads. So, why do just 5-10% of companies under $500 million in revenue use marketing automation? The most c ...

    MarketingProfs- 11 readers -
  • How Often (and Why) Consumers Delete Mobile Apps From Their Phones

    Most smartphone users in the United States regularly go through their phones to look for and delete unused apps, according to a recent report from Yahoo Advertising. The report was based on data from a survey of 2,590 consumers age 13-64 in the United States who own a smartphone. Respondents go through their phones and delete apps 1-2 times per month, on average, the analysis found.

    MarketingProfs- 12 readers -
  • Five Ways to Make Your Brand More Powerful

    Sadly, even when brand communications hit all the marks—they're clear, meaningful and on message—they're often dull. That's an opportunity, though, for companies that are willing to show off their human side and maybe even stick their necks out a little. Try any of the following five stratagems, and you'll be on your way to building a more powerful brand. 1.

    MarketingProfs- 15 readers -
  • The Top Email Marketing Challenges of 2016

    Marketers say they anticipate that attracting new subscribers will be their biggest email marketing challenge of 2016, according to a recent report from Campaigner. The report was based on data from a survey conducted in November 2015 of 506 email marketers from the Campaigner customer base. Some 44.

    MarketingProfs- 15 readers -
  • A Newbie's Guide to A/B-Testing [Infographic]

    A/B-testing can help you make informed decisions about your marketing strategies and get the most out of your Web traffic. Here's what you need to know to get started. In A/B-testing, you compare two versions of your website to see which one performs better with your target audience, defines Visual Website Optimizer in the following infographic.

    MarketingProfs- 17 readers -
  • The True Value of Customer Loyalty Programs [Infographic]

    A whopping 75% of US companies with loyalty programs generate a return on investment. Here's a look at the myriad benefits of investing in a customer loyalty program. Customers respond well to loyalty programs. "83% of customers agree that loyalty programs make them more likely to continue doing business with certain companies," according to the following infographic by Selfstartr.

    MarketingProfs- 20 readers -
  • The Secret to Account-Based Marketing Success

    Account-based marketing is rapidly gaining steam in the B2B world. About 90% of marketers recognize the value of account-based marketing (ABM), rating it as "extremely" or "very" important to their overall marketing efforts, but a recent study shows that only 20% of companies surveyed have a full ABM program in place. That gap is primarily due to a lack of knowledge and limited resources.

    MarketingProfs- 15 readers -
  • The Top-Rated Marketing Automation Software Platforms

    What are the top-rated marketing automation products for small businesses, mid-market companies, and large enterprises? To find out, TrustRadius examined 1,647 reviews of 20 leading marketing automation (MA) software platforms posted before Nov 30, 2015 by authenticated customers. MA solutions were defined by the researchers as tools focused on "digital campaign planning, ex ...

    MarketingProfs- 22 readers -
  • A Legal FAQ for Online Retailers and Marketers

    Online retailing is a booming business—as are concomitant scams. As a law firm that works with online marketing affiliates and product producers, we often field questions about the legalities of e-tailing and online marketing. So let's review a few frequently asked questions (FAQs). Is it against the law to buy and sell fake reviews? Fake reviews contravene guidelines laid ...

    MarketingProfs- 9 readers -
  • Use More GIFs to Boost Customer Engagement This Year

    GIFs are making a comeback as engaging and fun marketing tools. So this year, be sure to include them in your marketing plans. First, let's define a GIF. Put simply, a GIF (graphics interchange format) is a digital image format similar to JPEGs and PNG files. GIFs can be used for still pictures, but GIFs' popularity stems from their ability to support simple animations.

    MarketingProfs- 18 readers -
  • The Four Critical Steps You Need to Master Content Science

    Marketers continue to face a series of content-creation challenges, ranging from the amount and value of their content to the way they approach content creation. Some 44% of respondents to an Aberdeen Group survey say they approach content creation in an ad hoc fashion, and 51% say they focus on the pressure of creating enough content.

    MarketingProfsin Content- 9 readers -
  • Three Principles to Help Guide Your Omnichannel Marketing

    Omnichannel marketing has gained currency as a marketing trend, but it remains widely misunderstood. For example, omnichannel is not the same as multichannel marketing. Companies that merely add mobile and social media elements to an existing marketing initiative aren't creating a true omnichannel strategy.

    MarketingProfs- 13 readers -
  • Five Global Marketing Must-Haves for the New Year

    Though there is no silver bullet that will ensure your entire global marketing strategy will be successful, if you incorporate these five global marketing musts into your plans, you can be confident that you will see improved financial results as well as happier, more loyal customers. 1. A Dedicated Localization Budget With 95% of potential customers residing outside of the ...

    MarketingProfs- 14 readers -
  • Seven Tips for Generating Social Content Through Influencers

    Influencer marketing was the "it" marketing tactic of 2015. But it's not as easy as it might sound, especially when you're working with high-level influencers for complex social campaigns. Add multiple stakeholders to the mix, and it becomes even more involved. Whether you are working with influencers from Twitter, Vine, Facebook, YouTube, or Instagram, you'll need to take a ...

    MarketingProfsin Content- 12 readers -
  • How Much Traffic to Websites Comes From Bots?

    Nearly half (48.5%) of traffic to websites comes from bots, not human beings, according to a recent report from Imperva Incapsula. The report was based on data from more than 19 billion visits to 35,000 Incapsula client websites around the world with a minimum daily traffic count of at least 10 human visitors.

    MarketingProfsin How To's- 10 readers -
  • Endorsements, Reviews, and Astroturfing: New FTC Guidance for Marketers

    In 2015, the Federal Trade Commission released new guidelines that directly affect many marketers and advertisers, especially those that engage in affiliate marketing. The previous time the FTC published guidelines related to endorsements and reviews was in March 2013, when the FTC released its updated .Com Disclosures.

    MarketingProfs- 18 readers -
  • Three Marketing and Customer-Experience Trends You're Bound to See in 2016

    With the start of every New Year comes the opportunity to re-evaluate your business, marketing, and customer-experience strategies. It's a chance to start planning what you can do to up your game in the year ahead. As you begin 2016, consider what these three marketing and customer-experience trends have in store for you this year. 1.

    MarketingProfs- 13 readers -
  • What Millennials Expect From You on Social Media

    The big conundrum these days is how marketers and advertisers can actively appeal to the coveted millennial demographic. After all, millennials hold the power; they set trends, spend money, and boost brands. Brands are increasingly finding that it's difficult to keep up with a group whose tastes are constantly in flux. Also, the millennial is notoriously snarky and cynical but not negative.

    MarketingProfsin Social- 17 readers -
  • Do Marketers Hug Their Coworkers and Clients?

    It has become more acceptable over the past five years for marketers to greet coworkers they know well with a hug rather than a handshake, according to a recent report from The Creative Group. The report was based on data from a survey of more than 400 marketing and advertising executives based in the United States.

    MarketingProfs- 11 readers -
  • How to Seize the Untapped Mobile Opportunity in 2016

    Mobile has been growing at a rapid clip for a while, but in 2015 its growth reached a tipping point: mobile spend is growing at three times the rate of desktop display, 65% of emails are opened on mobile devices, and mobile accounted for 100% of Facebook's revenue growth. Today, mobile is the throughline for communication between consumers and businesses—whether through mobi ...

    MarketingProfsin Mobile How To's- 14 readers -
  • Make Customers the Center of Your Omnichannel Strategy

    A total of 71% of CEOs say that omnichannel fulfillment is a top priority, according to a PWC survey. Moreover, based on my recent conversations with more than 100 CEOs of Fortune 500 companies, omnichannel is a priority beyond retail for both B2B and B2C businesses. Most of those CEOs see omnichannel as a critical success factor for customer engagement.

    MarketingProfs- 13 readers -
  • Which Industries Use Digital Tools the Most (and Least)?

    The American economy is increasingly divided between a few sectors with advanced digital capabilities and many others that lag significantly behind, according to a recent report from the McKinsey Global Institute (MGI). The findings were based on an analysis of companies in 30 US industries. The researchers examined 27 indicators to understand how each sector is applying ...

    MarketingProfs- 12 readers -
  • The Top 50 US Digital Media Properties

    Google websites were the most visited digital media properties in December 2015, according to a recent report from comScore. The report was based on comScore Media Metrix data measuring both desktop and mobile unique visits/viewers from the United States to digital properties during December 2015.

    MarketingProfs- 12 readers -
  • How to Jump-Start Your Career: Expert Laurence Shatkin on Marketing Smarts [Podcast]

    Laurence Shatkin, PhD, has been a writer and researcher in the field of career and education information for 35 years. He's a well known career expert, and he has written and co-written more than two dozen books about careers, and several books on choosing a field of study. His publications include 50 Best Jobs for Your Personality, 200 Best Jobs for Introverts, and 150 Best ...

    MarketingProfsin How To's- 17 readers -
  • What to Consider Before Launching a Marketing Campaign in Another Country

    Recently, a limited edition Iron Man-themed Samsung Galaxy S6 was bought for $91,000 (almost 100 times its retail price) by a Chinese bidder. Surprisingly, the geek branding wasn't what raked in this abnormally high bid. The reason for the bid was its serial number of 66. The number 6 is a lucky number in China, and so 66 was considered "double lucky," according to Android Authority.

    MarketingProfs- 8 readers -
  • Content Marketing Predictions for 2016 [Infographic]

    Peek into the content marketing crystal ball and see what industry experts predict for the new year, according to a Curata infographic. "In 2016, content marketing exits its crazy college years. Grows up. Gets a real job. Pays its own bills," states Ann Handley, author of Content Rules and Everybody Writes. Companies will increase their investments in content marketing.

    MarketingProfs- 14 readers -
  • The Three Most Important B2B Marketing Questions for 2016

    The senior VP of marketing at a successful global technology company recently held her fiscal year 2016 planning meeting at a rustic, isolated hotel in the mountains, keeping the focus on business, not pleasure, for her senior global marketing team. Her intention was to center all of their efforts on performance rather than activities, outcomes rather than deliverables.

    MarketingProfs- 19 readers -
  • How Americans Search for Jobs in the Digital Age

    One-third of Americans have looked for a new job in the past two years, and 79% of these job seekers used online resources in their most recent search for employment, according to a recent report from the Pew Research Center. The report was based on data from a survey conducted in June 2015 of 2,001 US adults.

    MarketingProfsin How To's- 6 readers -
  • Five Tips for Creating and Using a Great Event Hashtag

    Long live the hashtag. At least, that's what every brand hopes, despite the lightning-fast exchanges and 15 minutes of fame that characterize the world of social media. After all, trends are by nature transient, and an overnight sensation can be "so yesterday" in just a span of a few hours. When creating a hashtag that will represent your brand, your community, or your event ...

    MarketingProfsin Social- 7 readers -
  • The Most Influential Products, Brands, and People at CES 2016

    Which International Consumer Electronics Show (CES) product categories, companies, and attendees were talked about most at this year's event? To find out, ScribbleLive analyzed more than 100 million articles about CES 2016 published January 1-8 by news, blog, and social outlets. The researchers assigned weighted influence scores based on the credibility of the outlet wher ...

    MarketingProfs- 10 readers -
  • Four Common Mistakes That Will Kill Your Next Experiential Marketing Campaign

    Experiential marketing is all about bringing brands to life in the form of localized events, free samples, and interactive exhibits that are tailor-made for specific demographics. Experiential marketing can help marketers create deep and meaningful two-way interactions between audiences and brands. No other marketing technique engages consumers on the same level.

    MarketingProfs- 7 readers -
  • Seven Common Mistakes Marketers Make

    When you have worked as a UX consultant for 15 years and counting, you fix a lot of mistakes. In this article, I'll cover seven mistakes that I come across regularly, and I will include simple strategies to help you overcome them. If you decide to fix even one of the following mistakes, you will see better results for you and your business.

    MarketingProfs- 6 readers -
  • Technology-Enabled Revenue Will Rule in 2016

    The start of a new year is the best time to gaze into the future and position your business for success in the coming months. So, what's different about this year that will require new strategies, tools, and perspectives to stand out and shatter sales goals? In 2016, disruptions to existing sales and marketing models will be guided by an overarching theme: increasing penetration of technology.

    MarketingProfs- 5 readers -
  • What Content Types Should You Create? [Infographic]

    What's happening in content marketing? For starters, an overwhelming percentage of companies are doing content marketing. We know this from the annual research CMI, MarketingProfs, and partners conduct for both B2B and B2C, and present annually as Benchmarks, Budgets, and Trends. Thanks to the same research, we also know companies are pursuing content marketing more voracio ...

    MarketingProfsin Content- 15 readers -
  • Go DIY or Call in an Expert: How to Choose

    All around Austin, people are sniffling, sneezing, hacking, and experiencing fatigue and headaches. Is it just the regular allergic reaction to our Cedar Fever season, the symptoms of the common winter cold, or something more serious? When do you decide to pop a few pills and heat up some chicken soup rather than head straight to a medical professional? You don't want to rus ...

    MarketingProfsin How To's- 6 readers -
  • Three Ways That Personas Take Your Marketing to the Next Level

    Given the prevalence of marketing and advertising in the everyday lives of consumers, personalization is more important than ever. Consumers have become so numb to "one for all" messaging platforms that when a brand stands out by offering custom content, consumers take note. A recent study from The Content Council found that 90% of shoppers find custom content useful, and 61 ...

    MarketingProfs- 7 readers -
  • Why Marketing Agencies Will Operate Like Special Ops in 2016

    The traditional ad agency model is fading. Overstretched by the pace of technological change and sluggish to respond in any meaningful way, agency conglomerates have begun to invalidate their own model. And they cannot acquire their way out of this conundrum. Instead, they must attempt to duplicate the specialized, lean model of the independent agencies they have swallowed up.

    MarketingProfs- 10 readers -
  • Valentine's Day Online Search Trends: Most Popular Gifts and Dates

    The volume of online searches related to Valentine's Day gifts starts to rise slowly at the end of January and spikes during the first two weeks of February, according to a recent report from Bing. The report was based on internal Microsoft Bing data from January and February 2015. The researchers examined volume and keyword data from Bing Ads, the company's paid search product.

    MarketingProfs- 12 readers -
  • The State of Local-Affiliate Marketing in 2016 [Infographic]

    What are the main opportunities and challenges facing national and global brands that sell through distributed networks of local affiliates? How are co-op dollars being spent? Are marketing tactics being integrated? To find out, Brandmuscle surveyed 860 local affiliates (franchisees, dealers, agents, distributors, channel partners, etc.

    MarketingProfsin Affiliate- 13 readers -
  • Four Email Optimizations That Will Increase Your Click-Through Rates

    Today's email subscriber is thirsting for a value-packed and personalized experience. Companies that are creating such experiences are earning more Web traffic, signups, and referrals than the ones that still think a "batch and blast" mentality is the way to go. And although there are many ways to measure and improve the ability of your email program to deliver the goods, ge ...

    MarketingProfsin EMail- 16 readers -
  • Mapping a Mobile App User's Journey From Discovery to Purchase [Infographic]

    Check out these stats to better understand mobile users' behavior and to establish a strong path to conversion. A total of 52% of consumers discover apps via their friends, family, and colleagues, according to the following Targeting Mantra infographic. Only 24% find apps from a company website, and 27% of consumers discover apps via search engines.

    MarketingProfs- 8 readers -
  • How Retail Marketers Are Improving Their Email Campaigns

    More than two-thirds (69%) of retail marketers say they use engagement data (opens, clicks, etc.) to improve the relevance of their email campaigns, according to a recent report from Yesmail. The report was based on data from a survey of nearly 200 online retail marketers who attended the National Retail Federation's conference in October 2015.

    MarketingProfsin EMail How To's- 6 readers -
  • How Digital Marketing Will Change in 2016 [Infographic]

    Check out these eight predictions about what marketers will focus on in the new year and how technology will create changes in digital marketing, according to the following Signal infographic. One change is that "improved people-based marketing options will give advertisers flexibility and control," predicts Signal.

    MarketingProfs- 15 readers -
  • Nine Copywriter Woes: Mistakes to Avoid With Your Copywriter

    Knowing what makes your copywriters tick—versus what ticks them off—can mean all the difference between a healthy work environment and a dysfunctional one. Without even knowing it, you may be hindering project success and timelines. In the nearly two decades that I've been writing copy, nine faux pas have remained constant despite the evolution of marketing; help yourself a ...

    MarketingProfs- 6 readers -
  • Four Content Marketing Investments to Make This Year

    Though the battle to convince the rest of the C-suite about content's value has been won, you still have a long way to go to make sure your content efforts are successful. In fact, there's increasing anxiety within the industry that competition for eyeballs is making content marketing tougher. This competition comes from various places—more content to sift through, more dist ...

    MarketingProfsin Content- 19 readers -
  • The Marketing and Advertising Hiring Forecast for 2016

    Most marketing and advertising executives in the United States plan to maintain the size of their current staff in the first half of 2016 and only hire to replace vacated positions, according to a recent report from The Creative Group. The report was based on data from a survey conducted in December 2015 of 200 marketing executives randomly selected from companies with 10 ...

    MarketingProfs- 8 readers -
  • How Agile Marketers Operate [Infographic]

    What are the differences between agile marketing and traditional marketing? Here's a look at the biggest differences—and why you should consider agile marketing, according to the following CMG infographic. In traditional marketing, decisions are made from the top down; hierarchies exist. With agile marketing, teams share accountability.

    MarketingProfs- 11 readers -
  • Five Reasons Interactive Content Drives Engagement

    Your customers are bombarded with content every time they look at their smartphones, open their laptops, or use their digital tablets. To be noticed, marketers have to stop selling and start engaging. "Content marketing is becoming less about the words you put on a page, and more about the experiences you create for the consumer," according to William Comcowich, CEO of CyberAlert.

    MarketingProfsin Content- 11 readers -
  • 2016 Advertising Rate Increases Forecast for Nearly All Channels

    Advertising rates in the United States are expected to increase across almost all channels in 2016, driven in part by the Summer Olympics and presidential elections, according to a recent report from the American Association of Advertising Agencies and Havas Media. The forecast was based on a historical analysis of past media inflation rates as well as interviews with advertising experts.

    MarketingProfs- 8 readers -
  • Is Commoditization an Issue for You? Here's What You Can Do About It

    Your company sells unique and differentiated products—or at least that's what you think. However, your competitors have been trying to match you or maybe offering similar products at a lower price. You also think your consumers/customers are loyal and won't switch if given an opportunity. Yet, they are much smarter—and are rationalizing purchases more—than ever before.

    MarketingProfs- 4 readers -
  • Imitating Mother Nature: The Four Seasons of Business Growth

    Embracing the understanding and use of iterative cycles in growth is one of the principles of business design thinking. Why is applying the principle of iterative cycles important? Alistair Cockburn describes it as "learning by completing." An underlying principle of the iterative method is that until you build what you are designing, you will not fully understand it.

    MarketingProfs- 6 readers -
  • Top 5 Ways Consumer-Generated Content Is Amazing for SEO

    For more than 12 years, I've worked with consumer-generated content as a core component of my strategic SEO work. About half of that time was focused on the search optimization of job postings for a well-known job board. The other, more recent half focused on consumer content in the form of end-user reviews.

    MarketingProfsin SEO Content- 7 readers -
  • The Science of Creating Highly Shareable Roundup Posts [Infographic]

    A roundup post is a type of article that shares contributions from different sources on a specific topic. To boost the shareability of your roundup post, make sure it includes the following traits. Numbered headlines can boost your article's popularity. "Headlines with numbers generate 36% more clicks, and odd-numbered headlines generate 20% more clicks than even," states ...

    MarketingProfs- 8 readers -
  • Three Big Reasons You Aren't Connecting With Your Brand's Audience

    You keep trying to connect to your target audience, but nothing you do seems to be working. Sometimes, the problem may be with your presentation. Other times, there may be problems with your strategy. Here are some common issues that brands experience when trying to connect with their target audience. 1.

    MarketingProfs- 8 readers -
  • Successful Community Managers Share the Secrets of Their Trade

    The title “community manager” can be confusing. For a job position that’s existed for years, it’s still seen as an enigma in some corners. The confusion may be due to the vagueness of the title, which doesn't detail the wide variety of hats that community managers wear and the range of skills they possess.

    MarketingProfs- 6 readers -
  • The Brand-Agency Relationship: Top Trends and Challenges in 2016

    Many brands plan to both try out new marketing agencies in 2016 and consolidate the number of partners they work with, according to a recent report from RSW/US. The report was based on data from a survey conducted in December 2015 of 165 senior level marketers at brands and 115 executives at marketing agencies.

    MarketingProfs- 7 readers -
  • How Consumers Perceive Native Advertising

    Do consumers believe that native advertising pieces on media websites are written by companies—or journalists? Does the presentation of this type of content change how it is perceived? To find out, two researchers, Chris Jay Hoofnagle and Eduard Meleshinsky, showed a simulated blog page containing three articles to 598 consumers.

    MarketingProfs- 7 readers -
  • Four Examples of Businesses and Technologies Taking Mobile Marketing to the Next Level

    A war is raging for users in the mobile world. Right now, in the digital marketplaces for Apple and Android, users have a choice of 1.5 million and 1.6 million apps, respectively. With such app market saturation, staying relevant is a battle. Accordingly, app designers are continually trying to find new and innovative ways to keep users engaged, re-attract previous users, and ...

    MarketingProfsin Mobile- 12 readers -
  • Is Amazon Better Than Traditional Retailers at Personalization?

    Amazon holds a commanding lead over brick-and-mortar retailers in demonstrating an understanding of individual shopper preferences and needs, according to a recent report from Swirl. The report was based on data from a survey of 1,000 consumers in the United States. Some 56% of consumers say Amazon demonstrates an understanding of their individual preferences and needs o ...

    MarketingProfs- 13 readers -
  • Five Ways Motherhood Deepens Millennials' Love of Technology

    The Millennial generation is the first to grow up immersed in the Internet and social media. Millennials' status as first-generation digital natives has equipped them with an intuitive ability to navigate in an online world. But what happens as profound life-changes—such as motherhood—emerge for Millennial women? Do their digital behaviors decrease, given their growing respo ...

    MarketingProfs- 10 readers -
  • What Marketers Need to Know About Yahoo Mail's Birthday Makeover

    History is filled with examples of improved technologies outperforming predecessors—from the typewriter to word processor to computer, or from rotary phone to iPhone 6... That pattern is true among email service providers, too, with Outlook and Gmail overtaking more players such as Yahoo Mail. Yahoo Mail is not going down quietly, however.

    MarketingProfs- 12 readers -
  • Will 2016 (Finally) Be the Year of the Data-Driven Marketer?

    "Prediction is very difficult, especially if it's about the future," Nobel Prize-winning physicist Niels Bohr allegedly once said. But I won't let one of the fathers of quantum physics deter me from predicting how the marketing industry will look by December 2016, though, because a few trends are readily apparent.

    MarketingProfs- 6 readers -


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