MarketingProfs - Posts from June 2016

  • 10 Ways to Bridge the CMO-CIO Gap to Drive Business Growth

    Marketers in every industry are facing a challenge: They need to drive business results effectively and efficiently, using data-derived insights to inform their marketing strategy. To do that, as a CMO or marketing manager you and your team need to work in tandem with other departments in the company—particularly the chief information officer (CIO) and the IT team—to ensure ...

    MarketingProfs- 21 readers -
  • The 10 Most Popular iPhone Apps

    The Facebook app has the most monthly iPhone users in the United States of any third-party app, and it is also the app on which iPhone users spend the most time, according to recent research from App Annie. The report was based on April 2016 App Annie market data intelligence. The researchers looked at the which third-party iPhone apps (i.e.

    MarketingProfs- 21 readers -
  • The Top 10 Companies LinkedIn Members Want to Work For

    Google is the most attractive employer on LinkedIn, in that it does the best job of any major US corporation of attracting and retaining professionals, according to recent research from the social network. The report was based on an analysis of billions of actions taken by LinkedIn's members between February 2015 and February 2016.

    MarketingProfs- 22 readers -
  • The 100 Most Expensive Google AdWords Keywords

    Almost all of the 100 most expensive Google AdWords keywords in the United States are related to lucrative legal terms, according to recent research from ClickZ, EmpericalProof, and SEMrush. The report was based on March 2016 US data from SEMrush's database of more than 80 million keywords. The researchers looked at the average price paid per click and removed terms with ...

    MarketingProfs- 20 readers -
  • 17 Handy Tools for Entrepreneurs, Startups, and Marketers

    Building a business is never easy, but thanks to ever-developing technology you have access to useful and effective tools that can simplify almost all aspects of a business—from facilitating entrepreneurial journeys to minimizing distractions while building up a brand. So scroll down and make your business more productive by trying these 17 great tools (in alphabetical order). 1.

    MarketingProfs- 16 readers -
  • Why People Share Content on Facebook

    What motivates people to share third-party content on Facebook with their friends? Are there differences between why men and women share on the social network? To find out, Fractl surveyed 2,000 consumers about what they share on Facebook and why they share. The researchers focused on third-party content: i.e.

    MarketingProfs- 18 readers -
  • How to Plan Your Campaigns Using Google's Shopping Insights Tool

    Google's Shopping Insights tool has proven most useful for retailers. It helps them understand where customers are who are looking for their products and what devices (laptops, mobile phones) those customers are using. If a retailer has a store in that area, it can use those insights to plan marketing campaigns and promotions.

    MarketingProfsin How To's- 11 readers -
  • Four Reasons Your Business Should Not Do Account-Based Sales Development

    You must have heard of the term "account-based marketing" countless times within the past year. Multiple thought leaders, companies, and analyst firms have defined the term, shown examples of the success it can bring within an organization when properly operated, and used it themselves. Now, the term "account-based sales development" (ABSD) is growing in popularity and bein ...

    MarketingProfs- 15 readers -
  • The Top Five Drivers in Marketing Execution Performance

    Like the brain, marketing has two sides that play important roles independently. However, to be truly effective, they must function in lockstep and with equal skill. Those two marketing components are marketing strategy and marketing execution. Without a sound marketing strategy, execution will have little impact.

    MarketingProfs- 15 readers -
  • The Most Effective Sales Training Approaches

    Which formats do salespeople think are most effective for sales coaching? Who do they think should lead training sessions? What coaching behaviors do they believe lead to success? To find out, Richardson surveyed 266 salespeople and coaches who work in a wide range of industries, including CPG (17% of respondents), finance (12%), business services/consulting (11%), technology (9%), and health.

    MarketingProfs- 20 readers -
  • How to Craft Outreach Emails That Convert

    Entrepreneurs and small business owners know how difficult it is to grow a business online. A lot of big competitors out there use sophisticated strategies and tools to squeeze as much traffic and leads as possible from their content and marketing campaigns. Against that backdrop, you need to get as much return as humanly possible from any outreach and influencer marketing a ...

    MarketingProfs- 19 readers -
  • The Selfie Strategy: Build Brand Loyalty Like a Kardashian

    You already know that customers can conduct some of your brand's most valuable marketing in the form of customer reviews, word-of-mouth praise, and other user-generated content UGC that puts a spotlight on their love for your brand. But, when those customers are spending considerable time taking and sharing selfies, how can their actions translate to benefits for your busine ...

    MarketingProfs- 17 readers -
  • Six B2B Takeaways From Six Great Facebook Ads

    Facebook is a powerful social media outlet, even for B2B marketers. Though it's known as the social network of choice for B2C companies, and some have concerns whether organic Facebook marketing is still viable for B2B companies, the fact remains that with 1.5 billion monthly active users, Facebook still reigns supreme for market reach potential, regardless of industry.

    MarketingProfs- 16 readers -
  • How to Win a Spot on the PPC Podium in the Olympics of Search

    Right now, as you read this, athletes all over the world are working hard and persisting through pain to prepare themselves to represent their country and find personal glory in the 2016 Olympics. Yet, let's be honest: Except for their families and a few close friends, unless the athletes end up on the podium in one of those top three spots with medals hanging around their n ...

    MarketingProfsin Paid Search How To's- 12 readers -
  • Three Journalist Traits Every Content Marketer Should Have

    The journalism and content marketing industries are fusing together more each day, and all signs point to the trend continuing. For example, Reuters, the Pulitzer Prize-winning international news agency, now offers Reuters Content Solutions, "a full service, custom content studio that capitalizes on Reuters' 160-year expertise and news infrastructure to deliver world-class p ...

    MarketingProfs- 16 readers -
  • US Mobile Travel Habits [Infographic]

    Three out of four Americans plan to take at least one trip next year. So, how will those travelers use their mobile devices when they make travel plans? "85% of travelers use a mobile device to book travel activities," states Opera Mediaworks in an infographic. A total of 45% rely on mobile apps when they book accommodations and activities on mobile devices.

    MarketingProfs- 15 readers -
  • Here Comes the Query: Wedding-Related Search Trends

    Online searches related to wedding dresses and invitations peak in the winter, whereas wedding gift queries peak in the spring and summer, according to recent research from Bing. The report was based on internal 2015 Microsoft data related to queries on the company's Bing search engine. Searches related to invitations and dresses peak at the beginning of the year, the analysis found.

    MarketingProfs- 12 readers -
  • How Many Mobile Apps Do Consumers Use Each Month?

    Smartphone owners use an average of 27.1 mobile apps per month, according to recent research from Nielsen. The report was based on 4Q15 Mobile NetView 3.0 data, which comes from a panel of 9,000 people in the United States age 18+ who agree to have tracking software installed on their devices.

    MarketingProfs- 15 readers -
  • Top Roadblocks to Better Collaboration Between Brands and Agencies

    Executives say the biggest thing preventing better collaboration between brands and marketing agencies is a lack of useful reporting/metrics, according to a recent report from Oracle Marketing Cloud and Forbes Insights. The report was based on data from a global survey of 255 executives. Three-quarters of respondents work for enterprise brands, 12% for marketing agencies, ...

    MarketingProfs- 13 readers -
  • 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.

    MarketingProfsin Content How To's- 21 readers -
  • Prompting Users to Review an App: Four Do's and Three Dont's

    For veteran app users and newbies alike, ratings for apps matter. They really matter. Reviews and rankings work as social proof for potential users, telling them that the app has value, offers some kind of benefit to the user, and is worth installing. Fully 98% of the top free apps have at least 4 star ratings, according to an Apptentive study.

    MarketingProfs- 11 readers -
  • Viewability's Impact on the Effectiveness of Digital Advertising

    Are people more likely to recall a digital advertisement if they are exposed to more of the ad unit or if they see it for a longer period of time (or both more and longer)? To find out, IPG Media Lab, Integral Ad Science, and Cadreon conducted an in-depth online study with a nationally representative panel of 9,876 adults in the United States.

    MarketingProfs- 16 readers -
  • What Is "Growth Hacking," Really? Jeff Bullas on Marketing Smarts [Podcast]

    If you're anything like me, you've probably had your fill of marketing buzzwords. (And we're not alone: Check out this MarketingProfs compilation of 15 buzzwords to stop using.) But, in many cases, buzzwords describe valuable marketing approaches we can use to help build our brands. Take "growth hacking," for instance.

    MarketingProfs- 15 readers -
  • The Mathematical Reason SEO Is the Best Long-Term Marketing Strategy

    Two major considerations differentiate marketing strategies from one another. The first consideration is that the bottom line is what really matters. Having more people interested in your brand and talking about it is nice, but hearing someone mention your name on Twitter doesn't usually equate to making a sale. For most marketers, the bottom line is what really counts.

    MarketingProfsin SEO- 15 readers -
  • What Grade Do Marketers Give Their Personalization Efforts?

    Do marketers think that they are doing a good job personalizing their websites, emails, and mobile offerings? To find out, Evergage and Researchscape International surveyed 250 organizations of all sizes from around the world (85% in the United States). Nearly half (46%) of the firms included in the the report identify as both B2B and B2C-focused, 41% concentrate on B2B, and 13% on B2C.

    MarketingProfs- 17 readers -
  • Presentation Power: How the 2016 Presumptive Presidential Nominees Stack Up [Infographic]

    Presentations are about much more than words said. They're about word choice, delivery, body language, hand gestures, and much more. So how do the presentation skills of Donald Trump and Hillary Clinton measure up? Word choice matters significantly. "Simpler word usage allows for greater accessibility to a wider range of audiences," states the following Ethos3 infographic.

    MarketingProfs- 16 readers -
  • Why Marketers Are Lagging in Their Adoption of New Analytical Tools

    As the business intelligence market continues to grow and evolve, more companies, from huge enterprises to SMBs, are purchasing state-of-the-art business intelligence tools to make use of the data they collect. However, though more business intelligence software is being acquired and implemented, adoption rates remain stagnant.

    MarketingProfs- 13 readers -
  • Four Web Development Technologies That Marketers Need to Know Now

    As marketing becomes more centered on digital technology, decision makers across all sectors—from consumer brands to B2Bs to law firms—must focus on younger, more digitally savvy audiences. As far back as 2014, Gartner reported that 81% of advertisers were filling chief marketing technologist (CMO) roles. Soon, CMOs are expected to spend more on technology than their CIO counterparts.

    MarketingProfs- 9 readers -
  • TV Ads Are Better Than Online Video Ads (and How to Build a Great One)

    Is there really a difference between TV ads and online video ads? If you ask consumers, the answer is a resounding yes: 63% of consumers say they trust the ads they see on television, whereas just 48% say they trust video ads they see online, according to a Nielsen survey. Online ads are annoying because they interrupt what the consumer is trying to accomplish.

    MarketingProfs- 18 readers -
  • The Podcast Audience in 2016: Demographic and Listening Trends

    What proportion of Americans listens to podcasts? Which devices do listeners use, and where do they listen/watch? What is the demographic profile of the podcast audience? To find out, Edison Research and Triton Digital conducted a telephone survey in January and February 2016 of 2,001 people in the United States age 12 and older (52% interviewed via landline, 48% via mobile phone).

    MarketingProfs- 14 readers -
  • Psych! Five Principles That Explain Why Consumers Take Action (or Don't)

    Today's marketers can track and analyze virtually every step of a customer's journey. We have spreadsheets galore, forecasts for years, and hard, quantitative data to show us what's working and what's not. But beneath all that data, there is something more enigmatic at play: the human mind. Ironically, one of the biggest mysteries on Earth is right inside each of us—and it's ...

    MarketingProfs- 15 readers -
  • Why Using the .Social Domain Can Help Your Customers Find Your Content

    Social media networks come and go. How many of us remember MySpace? How about Xanga? LiveJournal anyone? The beauty of a .social domain is that it evolves with you, and can redirect to Facebook today, Twitter tomorrow, and the social media platform of the future as it becomes available. The influence of third-party platforms on the Internet continues to grow.

    MarketingProfs- 14 readers -
  • How Brands and SMBs Are Using Video Marketing [Infographic]

    Some 84% of professional marketers and 55% of SMB owners say they have developed or outsourced the creation of at least one video for marketing purposes in the previous 12 months, according to recent research from Animoto. The report was based on data from a survey of 1,000 professional marketers and 1,012 owners of small- and medium-sized businesses (firms that employ be ...

    MarketingProfs- 23 readers -
  • Build Social Relationships With Influencer Marketing [Infographic]

    Want to acquire new customers without breaking your budget? Consider influencer marketing. Here's a look at what it is and why it's so effective, as well as traits of good influencers and ways to approach them. "An influencer is someone who has an active following and can move their followers to take action," states the following Sprout Social infographic.

    MarketingProfs- 22 readers -
  • What Separates Successful Mobile Marketers From Creepy, Invasive Ones

    It's a Thursday night. You're home, flipping through movie selections and considering watching one. Suddenly, you get a notification from your cable provider's app letting you know that a new romantic comedy, similar to the one you watched last week, is available. The app suggests that since you're at home tonight, you might as well check out the movie.

    MarketingProfs- 13 readers -
  • Do People Use Facebook's Reactions Feature?

    Although Facebook users can now engage with posts by using reactions such as the heart or angry face, relatively few are taking advantage of this functionality, according to recent research from Quintly. The report was based on an analysis conducted in April 2016 of data from 130,000 Facebook posts. Only 2.4% of all Facebook interactions with posts are reactions, the analysis found.

    MarketingProfs- 7 readers -
  • How to Prepare Your Organization for Marketing Automation

    For anyone working in B2B marketing, it's hard to ignore the rapid ascendance of marketing automation over the past few years. If you take the time to dig below the undulating praise, however, you'll see that the joys of marketing automation are not as clear-cut as you might first believe. Only 2.

    MarketingProfs- 26 readers -
  • Four Things to Keep in Mind When Training on Brand Voice

    You need to create a cohesive brand voice, regardless of whether a rebranding project is handled internally or executed by an outside agency. Typically, a brand voice (or personality) is a collection of character attributes that guide how the brand expresses itself. The goal of establishing a brand voice is to make sure the communicators at all levels of your organization "s ...

    MarketingProfs- 10 readers -
  • What's Next for the Internet of Things (IoT) in Personalization

    More and more brands have jumped on the IoT bandwagon. We have an excess of wearables—activity trackers, smartwatches, smart glasses and sneakers, and more—that track seemingly endless datapoints. But here's the funny thing... Most consumers don't even know what IoT is, and unless there's a compelling and meaningful benefit from it, they don't really care.

    MarketingProfs- 18 readers -
  • You Don't Have a Sales Content Problem, You Have a Distribution Problem

    If you've been asked, "Can you send that content again?" then you know the frustration of having your marketing materials get lost in the shuffle. You continually create and provide great content and collateral—yet you are repeatedly asked for marketing materials that you've already shared with the team. Consider this: You may have a distribution problem.

    MarketingProfs- 14 readers -
  • What Relationship Marketers Can Learn From the Mittelstand Ethos

    In spending time with brands all over Europe and the US, I see the biggest difference being that US firms take a "bigger is better" approach to company growth and operations. In Europe, companies often prize stability and profitability above top-line growth. Though US companies often have large teams and complex technology stacks, marketers in smaller European enterprises us ...

    MarketingProfs- 9 readers -
  • Four Tips for Turning Your Presentations Into Marketing Gold

    The sheer volume of content that an organization needs to produce if it's to match the marketing efforts of competitors is becoming overwhelming. A whopping 76% of marketers will produce more content in 2016 than they did in 2015, according to research from the Content Marketing Institute and MarketingProfs.

    MarketingProfs- 9 readers -
  • Content Marketing Staffing Trends for 2016

    Some 43% of companies say they plan to increase the number of staff working on content marketing this year, according to recent research from Curata. The report was based on data from a survey conducted in March 2016 of 1,030 marketers and executives. Some 48.5% of respondents work for B2B companies, 15.2% for B2C companies, 27.7% for hybrid B2B-B2C companies, and 8.6% for non-profits.

    MarketingProfs- 21 readers -
  • The Top Reasons Consumers Abandon Online Shopping Carts

    Suddenly encountering unexpected shipping costs is the No. 1 reason consumers abandon e-commerce shopping carts, according to recent research from VWO. The report was based on data from a survey conducted in 2015 among 1,000 mobile and desktop users age 18-65. One-fourth of respondents say unexpected shipping costs have stopped them from completing the purchase process w ...

    MarketingProfs- 37 readers -
  • Avoid Cliche Office-Scene Photos: Five Tips for Picking Images

    You're tasked with creating a Web page that shows people working collaboratively in an office setting. You dive into stock photos and find a familiar scene: a group of workers dressed in blue, gray, or black who are all smiling from ear to ear for no apparent reason. Or you find an image of two people of different ethnicities shaking hands in an obvious display of "diversity.

    MarketingProfs- 4 readers -
  • The Positive Side of a Negative Review

    Reviews play a key role in a buyer's selection process. A total of 70% of Americans look at reviews before they make a purchase, according to an American Lifestyles report. Those customers are looking at all types of reviews─even the negative ones. (You probably do the same.) In fact, buyers who seek out negative reviews are 67% more likely to convert to a purchase than the ...

    MarketingProfs- 5 readers -
  • Don't Stop Using the Buzzword 'Big Data' Just Yet

    Sometimes maligned, buzzwords provide the organizing structure for our discourse about tech. They give us something to buzz about (pun intended) and provide grist for media stories and topics for monetizing analyst reports, advice, and conferences. Let's explore buzzwords, examining their role and discussing the more popular ones in the tech world.

    MarketingProfs- 9 readers -
  • Four Business Blunders That Affect Your Growth

    If your business has been struggling with growth, your dilemma could be a result of early business mistakes. Myriad companies don't experience significant growth because of poor market conditions or bad business initiatives. What lapses could be holding your business down? And how do you tackle those issues? To make sure all your efforts are yielding decent results, you sho ...

    MarketingProfs- 13 readers -
  • How to Pick the Right Social Platform to Grow Your Sales [Infographic]

    Not every social platform suits every business. Use these tips to choose the right sites to engage potential customers and deepen existing relationships. Of all the social platforms, Facebook is best for building a community, according to the following Salesforce infographic. Among its adult users, 74% are college graduates, 71% have some college, and 70% have attended high school.

    MarketingProfs- 12 readers -
  • Three Essential Principles for Talent Sourcing in 2016

    Competition for top-tier talent is always fierce. If you don't know where to look, or if you focus too narrowly on traditional sourcing methods, you could be losing to the competition. If you're a corporate recruiter, hiring manager, or CEO, stop assuming that talent will come to you; start developing aggressive talent-acquisition strategies to attract and retain the right employees.

    MarketingProfs- 10 readers -
  • B2B vs. B2C Content Marketing: Stuff You Need to Know

    Content marketing is probably one of the most effective strategies for marketers today. Some 88% of B2B marketers use content marketing for their marketing efforts, as do 76% of B2C marketers, according to research from MarketingProfs and the Content Marketing Institute. But the mindset, objectives, and intentions of B2B audiences are different from those of B2C audiences.

    MarketingProfsin Content- 21 readers -
  • Social Media Trends for 2016: Marketers' Top Platforms and Content Types

    Facebook is the most used social network by businesses for marketing purposes, and 67% of companies plan to further increase their Facebook marketing activities this year, according to recent data from Social Media Examiner. The 2016 Social Media Marketing Industry Report was based on data from a survey conducted in January of 5,086 marketers.

    MarketingProfs- 19 readers -
  • Tap Into Free, Cheap, and Easy Visual Marketing Tools [Infographic]

    Marketing that looks attractive is, well… attractive. Go figure. So part of the formula for doing right in the digital domain is injecting useful eye candy in the pages and properties you publish. Let's keep this simple. Rather than recite (and recycle) the myriad of mind-boggling statistics that build a case for sharpening your visual marketing skills, let's quickly rev ...

    MarketingProfs- 10 readers -
  • Online Video: Why You Should Be Measuring Brand Metrics

    Measuring online video metrics shouldn't just stop at a click-through rate and number of views. You need to go deeper and analyze how people connect with your brand. How did your video content make viewers feel? Where does your brand fit in with their life and values? Where do they place your brand? Those are the real metrics marketers should ask for.

    MarketingProfs- 16 readers -
  • Marketing Video: When Inbound Marketing by Itself Isn't Enough

    Producing good content, making it easy for prospects to find, and using content to build relationships over time is what inbound marketing is all about. And it makes sense, because chances are your leads have become immune to marketing messaging and they're doing their own research and educating themselves on every version of your solution in the marketplace.

    MarketingProfs- 23 readers -
  • Marketing Agencies' Favorite Digital Tools and Services

    Which social media monitoring/automation tools, CRM platforms, SEO/SEM tools, and email services are used most by marketing and advertising agencies? To find out, Mirren Business Development and RSW/US conducted a survey in March and April 2016 of of 227 executives (president, CEO, COO, etc.) who lead advertising agencies or marketing services firms based in the United States.

    MarketingProfs- 14 readers -
  • Predictive Analytics Has a Scaling Problem, and Bad Data Is to Blame

    Let's say Team A is your favorite basketball team. Over the past few seasons, it has absolutely owned its rival Team B on the court, to the tune of 18 wins in the last 20 games. Going into the upcoming season, you feel pretty confident about Team A's chances to get off to a fast start since its opening game is against Team B.

    MarketingProfs- 8 readers -
  • The State of Customer Loyalty Programs in 2016

    Consumers actively use only about half of the loyalty programs they are members of, according to recent research from Bond Brand Loyalty and Visa. The report was based on data from a survey conducted in January 2016 of more than 12,000 US consumers and 7,000 Canadian consumers. Participants were polled on their attitudes toward loyalty programs in a wide range of industries ...

    MarketingProfs- 10 readers -
  • A Helpful Model of the Four Stages of Personalization Maturity

    Since the vast majority of your website visitors are anonymous, a goal for any marketer should be to find ways to turn those eyeballs into addressable prospects. The anonymous visitor opportunity grows bigger every day and, if left ignored, can cost companies real revenue. Today, many marketers are realizing that their best chance at audience identification is by serving hig ...

    MarketingProfs- 14 readers -
  • Three Critical B2B Content Constituencies

    The idea of starting with the question of what to sell when creating content is now obsolete. The glut of editorial and marketing content available demands that brands be more relevant to their customers. So, most leading B2B marketers are tapping data sources to tell them what topics are most likely to resonate with their prospects and customers.

    MarketingProfs- 12 readers -
  • Everyone Really Needs to Stop Freaking Out About the New Instagram Algorithm

    Social media marketers are on pins and needles as they watch the clock tick down to "Instageddon"—the day Instagram changes how you discover content in your feed. In case you've been buried under a social feed filled with trash pandas and pictures of your cousin's new baby, here's the scoop: Instagram announced in March that it caught the "relevance bug" and will soon change ...

    MarketingProfsin Social- 8 readers -
  • Which Contest Prizes Do Consumers Like Most?

    Consumers prefer to enter contests and sweepstakes in which the prizes don’t require lot of effort from the winners, according to recent research from HelloWorld. The report was based on data from a survey of 6,200 people age 18 and older, with the biggest group falling in the 45-60 age bracket. Some 44% of those surveyed say they participate in promotions at least once a month.

    MarketingProfs- 8 readers -
  • Five Local SEO Tips for Small Business Owners

    In our fast-paced, digital world, few things help small businesses the way a local search engine optimization (SEO) strategy can. Search engines keep getting smarter, but that doesn't mean SEO is no longer necessary. Your business will lose out to competitors if you're not working to keep it in the public eye.

    MarketingProfsin SEO- 18 readers -
  • Five To-Do's for a Rebrand That Rocks

    From Uber to CareerBuilder to Google/Alphabet (and SeaWorld on the horizon?), organizational rebranding has been top-of-mind lately. Companies rebrand for a variety of reasons—whether mergers and acquisitions, reputational issues, or strategy shifts, among others. No matter the reason, there's no denying that a rebrand is a major decision—and an expensive undertaking—that sh ...

    MarketingProfs- 12 readers -


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