To attract customers with content, the purpose of the content you create must be strongly defined. Forrester created a five-year forecast of video advertising to show marketers where the industry is headed and what strategies to implement for success. The article covers a variety of topics, from the importance of distinguishing between customer-led (helping those who are making purchase decisions) and media-led content marketing (adding to the engaging and interesting content consumed online) to the difference in consumer spending among display video, social video, and television.
Among marketing strategies, hyper-targeting can generate personalized messages to connect with customers. The guitar maker Fender provides a great example with its groundbreaking hyper-targeted campaign. Through a combination of blending customer data, combining personas with behaviors, and mapping touch points, Fender was able to generate almost 2.5 million video views and sky-high engagement rates.
Direct mail has a reputation for being spammy, but in the right situations, direct mail could be a crucial differentiator in a world where your prospects’ email inboxes are becoming increasingly crowded and their physical mailboxes get emptier. Whether you’re a B2B or B2C business, try using the methods in the blog to make your direct mail more creative, relevant, targeted and engaging.
Besides a number of ways of connecting social media and direct mail, such as QR Codes and URLs, the article offers practical ways to refine a direct mail campaign by studying social media analytics. The three dynamic examples in the preceding paragraph of unified social media and direct mail campaigns can heighten the influence and reach of a company’s marketing strategy.
Google My Business (GMB) has become the crème de la crème of local search. Once you've verified your business on GMB, it's time to optimize your GMB listing. This article provides detailed hands-on instructions to help local businesses meet Google’s specific requirements for optimization of their listings. Additionally, this fresh article demonstrates newly added features to GMB such as emoji-relevant searching that local business should take advantage of to stand out from the crowd.
The article presents a case study of 11 competitive keywords used on Google search in order to learn about the prevalence of local pack ads. The study showed that a significant number of keyword searches (between 10% and 64%) brought up local ads on top of organic results. The report also notes that 100% of these ads linked back to a Google business panel instead of a company website and asserts that it is time for businesses to take local pack ads seriously and create a Google My Business profile to improve their search engine performance.
The report demonstrates the importance of local SEO. It includes 15 simple, straightforward recommendations to improve your company’s local SEO with the section on keywords, links, tags, Google profiles, maps, virtual tours and reputation management, as well as some general tips for style, context and branding.
This article examines the relationship between brand and consumer relationships and how they can be facilitated through augmented reality. In particular this study focuses on the use of Sephora’s mobile augmented reality app by consumers. This study also looks at the integration of self-augmentation and consumers’ self-concepts. The study also looks at where consumers use augmented reality apps. This study suggests that augmented reality apps need to be user-friendly, but not perfect, in order to be successful.
This article showcases the categories that US internet users would like to shop for via augmented reality. 60% of internet shoppers would prefer to shop for furniture via augmented reality. 55% of internet shoppers would prefer augmented reality to shop for clothes. Groceries were preferred by 40% of internet shoppers and shoes were preferred by 35% of internet shoppers. Make-up and jewelry were preferred by 25% of internet shoppers. While toys were preferred by 22% of internet shoppers. This study was based on the responses of 1,062 online shoppers in August 2016.