MarketingProfs - Posts from September 2016

  • #SocialSkim: Snapchat Ad Revenue to Near $1 Billion, Plus 11 More Stories This Week

    This week's all about Snapchat's taking over the reins of the social media scene, with projections that its ad revenues will reach nearly $1 billion next year and speculation that it will start building hardware, such as augmented reality glasses. The 'Skim will also give you the scoop on Google's attempt to socialize shopping, let you in on Twitter's latest attempt to monet ...

    MarketingProfs- 22 readers -
  • The 15 Best Job Markets for Digital Marketers

    San Francisco and Seattle are the cities in the United States with the strongest job markets for digital marketers, according to a recent report from MarketPro. The report was based on an analysis conducted in August 2016 of digital marketing job postings on Indeed and LinkedIn for major US cities.

    MarketingProfs- 18 readers -
  • The 20 Best Digital Gift Card Programs

    Sephora and Starbucks have the best digital gift card programs among retailers in the United States, according to recent research from RSR and CashStar. The report was based on analysis of the digital gift card programs of 100 major retailers and food-service providers in the US. The researchers evaluated the gift card offerings on three criteria: discoverability (easy t ...

    MarketingProfs- 17 readers -
  • The 20 Most User-Friendly Sales CRM Tools [Infographic]

    Teamgate is the most user-friendly customer relationship management (CRM) software platform for salespeople, according to recent research from Capterra. The report was based on a study in which users were asked to complete tasks on multiple CRMs that were representative of how most sales teams use the systems.

    MarketingProfs- 16 readers -
  • Holiday-Themed Retail Email Benchmarks From 2015

    More retail marketers sent holiday-themed emails in 2015 than in 2014, but those more recent campaigns generally had lower levels of engagement, according to recent research from Yesmail. The report was based on data for 30 major retailers collected between June 1 and December 31 in 2014 and 2015.

    MarketingProfs- 24 readers -
  • How Much Time Do Employees Spend on Social Media at Work?

    Two-thirds of workers in the United States say they check social media while on the job, according to recent research from Bambu by Sprout Social. The report was based on data from an online survey of 1,000 workers in the United States conducted between July 21, 2016 and July 23, 2016. Two-thirds (67%) of respondents say they regularly check social media while at work.

    MarketingProfsin Social How To's- 12 readers -
  • Three Marketing Automation Fails You're Committing Today

    Marketing automation is often implemented by marketers who think it can turn around struggling sales numbers overnight (at least) and do an entire department's work (at best). If you're thinking that way, you're probably making sloppy mistakes already—ones that that will be illuminated on a grand scale once you apply poor process to automation software.

    MarketingProfs- 21 readers -
  • The Three Rs That E-Commerce Marketers Should Master

    We are all familiar with the 3 Rs from elementary school: reading, 'riting and 'rithmetic. Similarly, there are three essential Rs that marketers—especially those working in e-commerce—should have a firm grip on: retention, retargeting, and re-engagement. Just as reading is the keystone for education, customer retention is vital to success, and businesses that are good at ke ...

    MarketingProfs- 15 readers -
  • Marketing to Millennials: Social Media, Privacy, and Email Trends

    Millennials in the United States are heavy users of Facebook's platforms, they are less worried about privacy compared with older consumers, and they are still influenced by email campaigns, according to recent research from Fluent. The report was based on data from a nationwide survey of 1,769 Millennial adults (age 18-34) and 1,191 non-Millennial adults (age 35+).

    MarketingProfsin Social EMail- 32 readers -
  • Disruptive Marketing Lessons From the Trojan Horse

    You have been trying for years to implement a new competitive strategy, but you've only managed to nibble around the edges. Suddenly, you get an insight: Instead of approaching the market directly, you try an indirect plan of attack by offering something as bait to bring customers to you. Lured by your offer, the customers come. And they stay. Your new approach leads to success.

    MarketingProfs- 22 readers -
  • Devices Consumers Use to Shop for Fashion Online

    More than half (52%) of people who shopped for clothes online in the past year used a mobile device to make at least one purchase, according to recent research from Criteo. The report was based on data from 5 million transactions made on the websites/apps of 200 US fashion retailers as well as data from a survey of 1,500 US shoppers.

    MarketingProfs- 17 readers -
  • Four Tips for Effectively Training Your Marketing Team

    Most marketers strive to communicate as effectively as possible—except, too often, when sharing their knowledge with other marketers. Because that's when, for some reason, PowerPoint takes center stage. I come from a teaching background, and during my relatively short time as a digital marketer I've witnessed keynotes, classes, and presentations where information was recited ...

    MarketingProfs- 16 readers -
  • If You Create, Will They Buy? How to Go From Insights to Products Customers Want

    If you develop a new offering, will customers buy it? That's the perennial challenge for today's companies, and it's becoming more acute as pressures to innovate "first and fast" intensify. Product launch cycles are becoming mercilessly short, and companies are continually racing to commercialize innovations ahead of the next competitor. If they can truly break new ground, so much the better.

    MarketingProfsin How To's- 11 readers -
  • The Saving Grace of Brand Admiration: 3 Companies, 3 Mistakes, 3 Different Outcomes

    Editor's note: This article is part of a series exploring the characteristics of brand admiration, including why it matters and how B2B and B2C businesses can benefit from investing it. To find out more about what brand admiration is, read the first article. In early 2015, Comcast made a big announcement: The much-maligned company planned to finally right its many years of w ...

    MarketingProfs- 18 readers -
  • Why B2B Marketers Must Offer Customers a B2C Experience

    Digital has raised the bar for everyone in B2B marketing. Today, the same people who bank online, book travel on their smartphone, and shop from their digital tablet are also B2B buyers. So when they look for a product or service in your category, these people bring incredibly high consumer expectations with them.

    MarketingProfs- 16 readers -
  • Want to Build a Strong Brand? Get Messaging Right. Here's How...

    Messaging—or verbal branding—is as essential to bringing your brand to life as your organization's name, tagline, and graphic identity. Yet many companies—especially the bootstrapped kind—don't know they need it. They don't see when their startup messaging is past its sell-by date, or they throw up their hands when a relatively fresh platform isn't working.

    MarketingProfs- 18 readers -
  • Five Things That Marketing Leaders Do to Inspire Deeper Customer Engagement

    Client engagement is an essential part of any successful client retention strategy. The concept of engagement can be applied to consumer brands, but it is even more crucial in business relationships for long-term success. Then why is customer engagement so difficult to plan and execute? In a surprising number of cases, client engagement isn't rational nor is it just about t ...

    MarketingProfs- 17 readers -
  • Sales and Marketing Collateral: A Guide to Printing Materials

    Print collateral is still an important sales and marketing medium. As a marketer, you need to know how to select from wide variety of printing materials so that you have control over how you present your company to the outside world. Knowing what materials work best together (paper and ink, for example) enables you to produce strongly branded, high-impact print media for marketing and sales.

    MarketingProfs- 14 readers -
  • Six Reasons You Should Embrace Addressable TV

    TV advertising represents 37%, or over $70 billion, in annual marketing spend in the US. However, despite all the analytical advancements made in other channels, TV advertising targeting and attribution seem to be stuck in the dark ages. Advertisers are still relying on Nielsen age and gender demographics for targeting and gross rating points for attribution.

    MarketingProfs- 12 readers -
  • The Dark Side of Marketing Content on Facebook

    Social media platforms—especially Facebook—are lifelines for many companies' success. Facebook itself is full of dozens of such stories, with many businesses increasing customer engagement and sales by dozens or even hundreds of percent. Not all businesses are so lucky, though. A few have found that their Facebook experience hasn't been as successful.

    MarketingProfsin Social Content- 11 readers -
  • Triggered Email Benchmarks for E-Commerce Brands

    Most e-commerce brands (51%) send between two and four types of triggered emails, according to recent research from Bluecore. The report was based on data from 332 million emails sent between July 2015 and July 2016 by 280 Bluecore customers in the apparel, electronics, home goods, and other consumer sectors. Cart abandonment emails have the highest average conversion rate (2.

    MarketingProfsin EMail- 15 readers -
  • Which Marketing Channels Have the Best ROI Measurability?

    Executives say email and search are the two marketing channels for which it is easiest to measure return on investment (ROI), according to recent research from Millward Brown. The report was based on data from a survey of more than 300 senior leaders of brands, agencies, and media companies. Online ads are seen as having the third-easiest ROI measurability after email and search.

    MarketingProfs- 24 readers -
  • The Flip Side of Targeted Marketing

    Our content-disrupted world has made techniques like personalization and contextualization necessary at the forefront of the marketing industry. Customers often favor a personalized approach that recognizes their individuality—but those techniques can become intrusive and counterproductive when they appear in the wrong place, at the wrong time.

    MarketingProfs- 15 readers -
  • Four Steps to Lowering Your PPC Costs

    "I turned off Google AdWords because the cost-per-lead was too high." That line from Neil Patel's blog post, "What Spending $66,372.09 on Paid Advertising Taught Me," featuring different pay-per-click (PPC) methods, still resonates after four years because it highlights a common problem: The pay-per-click model wants us to throw away a lot of cash.

    MarketingProfsin Paid Search- 15 readers -
  • Journalists' Advice on How to Write Press Releases They'll Actually Read

    Marketers and public relations professionals can find plenty of advice on how to write a press release, but rarely is that advice directly from the journalists that press releases attempt to engage. It turns out, journalists have a lot to say about press releases. It also turns out that marketers have a lot to learn.

    MarketingProfs- 19 readers -
  • Don't Be Cheap With Your Landing Pages: Three Contrarian Ways to Improve Them

    Reams of articles and blog posts have been written about how to create the perfect landing page. Is there anything more to say? Absolutely! Would you tell Stephen King that enough horror stories have been written already? No, you wouldn't. So until the Perfect Landing Page is created—an imaginary creature, no doubt—we will continue tweaking and testing, sharing and arguing t ...

    MarketingProfs- 19 readers -
  • Brand Admiration: Three Powerful Bottom-Line Benefits of Being Admired

    Take a moment to think about a few of your favorite brands—the ones you go out of your way to do business with, or the ones you simply admire for a specific attribute or mission. What sets them apart, and why are you so loyal to them? It probably has a lot to do with the quality of those brands' products, the experience they provide, or the values they represent.

    MarketingProfs- 14 readers -
  • What We Learned From Collecting Every Customer Engagement and Loyalty Stat for Three Years

    At content marketing's core, it seeks to build expertise and trust by informing and assisting people within one's target audience. My company, Access Development, sought to build something of value to our target audience—professionals in customer engagement and retention. It's an area with a lot of voices and conflicting opinions. What works for one company may flop for another.

    MarketingProfs- 22 readers -
  • Forget the Celebs, Reach Out to Hyperlocal Influencers Instead

    Who do you look to on social media when you want advice about a potential purchase? Sure, the Kardashians of the world have the ability to influence people's purchases across the globe, but those kinds of megacelebrities are few and far between. What most consumers—especially Millennials—truly crave in their relationships with social media influencers is something that more ...

    MarketingProfs- 13 readers -
  • Which Office Setup Is Best for Marketers' Creativity?

    Marketing managers and employees disagree over which among various office setups is best for sparking creativity, according to recent research from The Creative Group. The report was based on data from a survey of 400 US advertising/marketing executives, as well as data from a survey of 1,000 US workers age 18 years and older who are employed in office environments.

    MarketingProfs- 23 readers -
  • You May Be Overlooking the Most Powerful Marketing Tool at Your Disposal

    The meta descriptions for your Web content could be just about the most powerful marketing tool at your disposal. You're almost certainly underusing meta descriptions, yet they won't cost you a thing. Let me explain... As a savvy marketer, you know how important SEO is. You're aware that ranking highly for commercially valuable keywords is crucial to the digital health of your business.

    MarketingProfs- 22 readers -
  • How to Improve Your Tech Marketing Videos With E-Learning Insights

    In tech companies, getting people to grasp new ideas and new ways of doing things is especially critical to the sales process. That got me wondering whether I might be able to apply teaching—or learning—principles to the marketing videos we make for them. So I set out to explore some of the best blogs and websites from some of the top e-learning experts.

    MarketingProfs- 26 readers -
  • What Marketers Need to Know When Choosing Metrics for Social Media Campaigns

    The sudden knock of a CEO at the door worries every CMO. The CEO walks in and says the company is trending on social media because a recent campaign received a high amount of "likes." Due to that rise in popularity, the CEO requests information on how the like are affecting sales leads. "Get this to me first thing in the morning," the CEO adds and leaves.

    MarketingProfsin Social- 14 readers -
  • Paid vs. Organic Social Media: Which Is More Effective?

    Most enterprise marketers say paid social media is more effective than organic (unpaid) social media in helping their business achieve its goals, according to recent research from Clutch. The report was based on data from a survey of 304 social media marketers who work for companies that have more than 100 employees.

    MarketingProfsin Social- 12 readers -
  • How to Write a B2B Explainer Video Script That Converts

    You market and sell to businesses, not to consumers. We're talking real B2B stuff here. So, if you're going to create marketing and sales material, which make no mistake your explainer video is, you should make sure to keep the type of business you're selling to in mind, right? Sure, but what about the people who are going to be watching the video? The way you write your sc ...

    MarketingProfs- 12 readers -
  • Seven Ways Newsletter Marketing Still Works for Professional Services Providers

    Marketing rules and tactics for providers of professional services (such as accountants, attorneys, physicians, and dentists) are often different from those for product and service marketers. Because reputation is everything for professionals, their most effective marketing programs use a dignified tone—and a modest frequency.

    MarketingProfs- 9 readers -
  • Millennials vs. Baby Boomers: How Attitudes and Behaviors Differ [Infographic]

    Millennials are more likely than Baby Boomers to do multiple things while consuming media, to pay for socially responsible products, and to be willing to try new digital platforms, according to recent research from Nielsen. The report was based on data from the Nielsen Global Survey, which has been polling the attitudes of more than 30,000 online consumers in more than 60 ...

    MarketingProfsin How To's- 16 readers -
  • Are Millennials Embracing Instagram's Stories Feature?

    Instagram's Stories feature, which launched in early August, is off to a strong start with Millennials, but it is still not yet liked as much as Snapchat's version, according to a recent poll from YouGov. The report was based on data from a survey conducted August 23-26 among 547 adult Millennials (age 18-34) in the United States.

    MarketingProfs- 11 readers -
  • Travel Industry Digital Marketing Trends and Benchmarks

    Travel industry marketers say search, email, and social media are the top digital drivers of customer acquisition, according to recent research from Performance Horizon. The report was based on data from a survey conducted in May 2016 of 78 global marketing executives who work in the travel industry.

    MarketingProfs- 14 readers -
  • How to Market Your Business With Instagram Stories

    Like it or not, the way we use social media is changing. And Instagram knows it. The photo-sharing network recently launched its most significant and talked-about feature to date: Instagram Stories. It allows users to share—in a slideshow format—photos and videos that then disappear after 24 hours.

    MarketingProfs- 20 readers -
  • The State of Social Media Marketing [Infographic]

    What's the state of social media around the world? Check out these stats regarding global users, preferred social networks and platforms, and much more. On average, Internet users have five social media accounts and make active use of three of them, according to the following Market Inspector infographic. The most popular social platform worldwide is Facebook, followed ...

    MarketingProfs- 26 readers -
  • Consumers' Top Travel Stresses and Pet Peeves

    Consumers say dealing with flight delays and cancellations is the most stressful part of traveling, according to recent research from the CMO Council. The report was based on data from a survey of 2,119 adults worldwide who intend to travel in the next 12 months. Most (79%) of respondents were from Europe; 18% were from North America; and 3% were from other regions.

    MarketingProfs- 9 readers -
  • Marketing Proficiency: A Golf Metaphor

    Professional golfer Jimmy Walker's interview after the PGA Championship about what it takes to be good at golf caught my attention. Walker expressed the importance of being proficient with every club in the bag. That idea strikes me as being particularly relevant to marketers. Marketers, too, need to be proficient with all the marketing "clubs in our bag.

    MarketingProfs- 10 readers -
  • What Do Journalists Like to See in PR Email Subject Lines?

    Journalists say they respond best to email subject lines that are tailored to their beats, according to recent research from Fractl. The report was based on data from a survey of 1,300 publishers/journalists, as well as an analysis of engagement data from 26,988 email pitches sent by Fractl between October 2014 and May 2016.

    MarketingProfsin EMail- 14 readers -
  • How to Write an Email That Gets Opened, Read, and Responded to [Infographic]

    About 205.6 billion emails are sent every day. Spare yours the fate of not being read! Follow these quick tips for writing a captivating email that inspires action. Personalize your emails, suggests the following infographic by Backlinko and iconiContent. Personalized emails have 30% higher CTRs than their nonpersonalized counterparts.

    MarketingProfsin EMail- 13 readers -
  • What Keeps a CMO Up at Night

    As CMO of a fast-paced technology company with a half billion in revenue that is growing very quickly, I have plenty of things keeping me up at night. Three crucial pieces of the marketing puzzle seem to always be on my mind as I look for ways to stay ahead of the curve. 1. How do I keep making and redefining the market? I do not believe in trying to defend and expand a ma ...

    MarketingProfs- 12 readers -
  • Social Success for the CMO: Four Signs You're Doing It Right

    Social intelligence is a vital component of a CMO's toolkit. Any modern, innovative CMO knows that to be successful he or she must integrate multiple data streams to glean valuable and actionable information for Marketing, Sales, and the wider business. Social insights provide vital support for a brand's marketing efforts.

    MarketingProfs- 14 readers -
  • What a Balanced Approach to Marketing Looks Like

    Inbound marketing was once all the rage. Companies bet big on search and social media to put them on the map and counted on content marketing to draw attention. But today, inbound marketing is hardly the end all. On the contrary, it's one small piece of a larger puzzle. Recently, my company partnered with Demand Metric to survey B2B marketers at North American companies to u ...

    MarketingProfs- 10 readers -
  • The Future Belongs to the Multichannel Marketer

    Seth Godin was wrong. He's famously quoted as saying something like, "Content marketing is all the marketing that's left." The statement traces to a 2008 teleseminar, as reported by Joe Pulizzi in an early post on Content Marketing Institute. It wasn't true in 2008, and despite the explosive growth of the discipline since, it's not true today. (Sorry, Seth.

    MarketingProfs- 13 readers -
  • Google Just Got Rid of AdWords Converted Clicks. Now What?

    Today, Google ends support for Converted Clicks in Google AdWords. Advertisers still using this metric in reports or for Target CPA bidding need to take a few steps to successfully migrate to the Conversions metrics instead. This article outlines how this change may affect you and what you need to do.

    MarketingProfsin Affiliate Google- 23 readers -
  • Four Ways to Gain a Holistic View of the Customer Journey

    Analyzing customer data is paramount for businesses today. A total of 38% give that responsibility to their CEOs. The competitive advantage provided by basing business decisions on customer behavior has led businesses to adjust budgets accordingly for data and analytics solutions. But even with increased budgets, a disconnect between marketers' perceptions of customer relatio ...

    MarketingProfs- 17 readers -
  • How to Market to Millennials Without Pandering

    People like to be catered to, but they tend not to like being pandered to. That's doubly so when they're being marketed to. A campaign that leaves people feeling like they're being talked down to or patronized is not going to inspire a lot of brand loyalty. We Millennials are especially quick to notice when advertisers are pandering to us.

    MarketingProfs- 7 readers -
  • Why You Should Ditch Your Goal of a 360-Degree Customer View

    Twelve years ago, Gartner wrote about the benefits of a unified data set, which included cost reduction, the ability to handle risk, a revenue and profitability upside, and a better customer experience. In 2016, the promised outcomes remain unchanged—apparently along with anyone's ability to create a 360-degree customer view Here's the dirty little secret of customer data an ...

    MarketingProfs- 8 readers -
  • The Tech CMO Career Path [Infographic]

    If you're looking to become the next CMO, your career path may have a few twists and turns. Just ask Gary Briggs. Facebook's chief marketer has a long and varied resume. Since August 2013, Briggs has served as CMO of Facebook, but earlier in his career, he worked for global brands including McKinsey and Company, PepsiCo, and IBM.

    MarketingProfs- 20 readers -
  • The Most In-Demand Marketing Skills

    Technical skills related to data analysis are the most in-demand by employers looking to fill marketing jobs, and there are few candidates available with with these abilities, according to recent research from Venngage. The report was based on an in-depth analysis of marketing job postings on The Muse board, where listings tend to be more digital-oriented.

    MarketingProfs- 24 readers -
  • Five Bold Predictions About the Future of SEO and Social Media Marketing

    The breakneck pace of SEO and social media development is exciting for online marketers. It offers countless new opportunities to get an edge over the competition and refine our tactics to better appeal to our audience. But at the same time, it's a little intimidating. Though some new technologies and trends are hardly noticeable, others are game-changing, undermining some o ...

    MarketingProfsin Social SEO- 20 readers -
  • How the Sales Team Has Evolved [Infographic]

    Today's sales team is a far cry from the disorganized, disconnected sales team of the past. Modern sales teams rely on teamwork; moreover, they have specialized roles and they are empowered by technology. The isolation of old-school sales team doesn't work in today's business environment. "Companies with 50-60% of staff in dedicated sales support roles see better sales RO ...

    MarketingProfsin How To's- 16 readers -
  • What Share of Their Budgets Are CMOs Allocating to Social Media?

    Chief marketing officers (CMOs) expect to nearly double the proportion of marketing budget they allocate to social media within five years, according to recent research from The CMO Survey. The report was based on data from a survey conducted in August 2016 of 427 top marketers in the United States. Marketers say they currently spend 11.

    MarketingProfs- 11 readers -
  • Story-Driven Data Visualization? Yep, That's a Thing, and Here's How You Do It

    Let's start with a question. What's one recent article that made a big impact on you? For me, it was Nathan T. Baker's blog post, "My Content Only Went Viral After My World Collapsed," on I remember sitting at my desk at work, blinking back tears, totally floored that someone had shared such a personal and heartbreaking story on a marketing forum. The thing is, stories have power.

    MarketingProfs- 17 readers -
  • How to Dress Up Your Product With Naked Marketing

    You have spent countless hours and thousands of dollars dressing up your product. It has the perfect packaging, the product marketing team is working magic, and the sales team can successfully pitch your merchandise even to the Pope. It's a beautiful symphony of strengths. Then you have the "naked" nightmare: Your product is naked in front of all of your prospects, and they' ...

    MarketingProfs- 11 readers -
  • How Online Forms Can Anchor Your Business [Infographic]

    Don't let your business drift out to sea. A versatile online form can help you manage info across your organization and keep your vessel steady, according to the following Formstack infographic. Here are some ways that an online form can benefit different areas of your organization. Your marketing department can use embeddable forms to boost sign-ups.

    MarketingProfs- 21 readers -
  • Three Golden Rules for Creating a Successful B2B App

    The moment the first mobile phone was released wasn't earth-shattering. There was no sudden rush in the media or people screaming in the streets. The world didn't stop spinning. At the time, we were unaware of mobile's importance, but our lives began to irreversibly change in 1973—when Martin Cooper at Motorola called his competitors to tell them he was on a "portable phone.

    MarketingProfs- 7 readers -
  • The Challenge of Proving the Value of Public Relations Today

    Public relations is sometimes referred to as the "persuasion business," and that nickname says it all. PR campaigns are largely about convincing an audience that something (such as an event, a person, a company, or a transaction) is important and supporting that claim with clear reasons. However, it may be time for the PR industry to start campaigning on its own behalf.

    MarketingProfs- 14 readers -
  • Email Open Rates on Mobile Devices by Industry, 2Q16

    Most emails sent by marketers in the second quarter of 2016 were opened on mobile devices, according to recent research from Experian. The report was based on 2Q16 Experian data from the company's roster of business clients. Some 58% of all email opens it examined occurred on mobile phones or tablets (45% phones, 13% tablets) in 2Q16, a 14% increase from a year earlier.

    MarketingProfsin EMail- 20 readers -
  • Market Disruption: Your Brand Needs to Create a Ruckus

    Why is market "disruption" causing such an uproar in the marketing world? And more importantly, how should brands be responding to it? Let's explore what "disruption" means in marketing. Disruption refers to two major marketing trends: the rapid evolution of technology and the shifting consumer expectations that coincide with it; and the creative, game-changing ways that br ...

    MarketingProfs- 10 readers -


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