Do Consumers and Marketers Align in Their Advertising Channel Preferences?

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When it comes to advertising, consumers and advertisers often have very different goals. While advertisers strive to grab even a fragment of the consumer’s attention in an increasingly noisy landscape, consumers are looking to experience various forms of media with the least amount of interruption. A recent report [download page] from Kantar finds that this… Read More » The post Do Consumers and Marketers Align in Their Advertising Channel Preferences? appeared first on Marketing Charts .

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Businesses Most Likely to Use Text For Scheduling and Customer Support

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A majority of businesses that use texting to engage with customers do so for scheduling purposes, with about half using the messaging tool for customer service and support. Companies’ preference for these and other use cases for texting generally aligns with how consumers prefer to be contacted via text, according to a report [download page]… Read More » The post Businesses Most Likely to Use Text For Scheduling and Customer Support appeared first on Marketing Charts .

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Health network shows that yes, personalization is a thing — and it works

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Indiana-based nonprofit healthcare system Community Health Network (CHN) is leveraging personalization to improve patient experience and communication. That’s saying something considering the strict limits it faces regarding patient privacy thanks to HIPAA regulations. “We pride ourselves on offering convenient access to healthcare services where and when patients need them — in hospitals, health pavilions and doctor’s offices, as well as workplaces, schools and homes,” said Debbie Kenemer, executive director of digital marketing at Community Health Network. “Our digital properties have to be equally focused on our patients and their needs.” Community Health Network is the largest Indiana network of primary care physicians, managing over 200 sites of care and affiliates throughout Central Indiana. The network’s continuum of care also integrates hundreds of physicians, specialty and acute care hospitals, surgery centers, home care services, behavioral health and employer health services. Serving personalized content to patients — and keep up with HIPAA …

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Key insights: Effect of COVID-19 on consumer behavior, the world’s more video content savvy, and Apple shakes up AR

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30-second summary: According to Global Web Index’s findings, 80% of consumers in the U.S. and UK say they have consumed more content since the outbreak. According to emarketer, 49% of marketing professionals and agencies held back a campaign launch until later in 2020 and 45% stopped or paused a media campaign midway. Admoik shared that there was a 17.2% drop in week-over-week ad revenues, direct deal and programmatic guarantee being the biggest drops. Despite the 8.3% decrease of retail industry’s M&A deals, Apple acquired AR technology startup, NextVR for a $100 million with an intention to launch its AR headset in 2022 and AR glasses in 2023. 53% of consumers prefer brands to communicate through TV ads. According to McKinsey, UK, Spain, and Italy are least optimistic, whereas the US (37%) and China (48%) are optimistic about their economies jumping back to normal in the next two-to-three months. Purchases are …

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The new normal post COVID-19 will require a deep understanding of the consumer

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30-second summary: Lean on real-time data and insights to understand and engage consumers in meaningful ways. Elevate marketing and engagement strategies, acknowledging new consumer needs and shifts in behavior — increased e-commerce, social media usage and streaming TV. Deliver real value to consumers using localized approaches, messaging and incentives. The ongoing COVID-19 pandemic is rapidly changing consumers’ shopping habits, brand engagement and media consumption behaviors both now and in what will be our “new normal.” While much of life has changed due to social distancing, the temporary closure of businesses and apprehension even as restrictions are lifted, it’s important for brands and marketers to connect with customers in meaningful ways. Rather than pulling back on marketing or pausing engagement efforts, marketers have an opportunity to engage consumers in powerful ways by tailoring campaigns to new needs and priorities. During this unprecedented time, recent research from Valassis shows consumers value communication …

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Why consumers follow and unfollow brands on social media

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30-second summary: Sprout Social has been compiling a consumer index report of social media trends since 2013. Their 2020 report contains new insights and statics about how brands and consumers interact on social platforms. Marketers can use this information to better align their social media strategy to their customers’ expectations, ensuring that their content resonates. The survey revealed that 89% of consumers will buy from a brand they follow on social media and 75% will increase spending with that same brand. Understanding why consumers follow (and unfollow) brands, what type of content they’re most (and least) interested in, and what stand-out brands are doing right can help marketers gain more followers, while driving leads, sales, and growth for their organization. Sprout Social’s 2020 consumer index survey, Edition XVI: Above & Beyond , found that 50% of consumers have increased their social media usage in the past six months. The data …

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Five changes in social advertising for brands during COVID-19

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30-second summary: The increased use of social platforms from users during lockdown led to a decrease in the advertising cost. Many industries benefited from this sudden change making the most of the reduced competition and the cost-effective ad results. According to Smartly.io’s survey, users are more open to engaging with advertising on social media, especially in countries that experienced stricter lockdowns. The best way to create effective ads is to find a balance between consumer needs and advertising best practices. According to Smartly.io’s report, one-third of consumers want brands to share relevant messaging that is useful during and post the pandemic. More consumers expect from brands to continue their advertising compared to the ones who wish they’d stop for the time being. Not everything is negative for brands right now. Despite the uncertainty, it’s encouraging to see that consumers are now making more purchases through social media compared to the …

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Key Insights: 2021 Strategic pearls on email and content marketing

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30-second summary: Consumers are becoming more conscious of how they shop, with an increased focus on small, minority-owned, women-owned, and Black-owned businesses. Shopping this year has more sentimental value as shoppers look for a morale boost. Nearly, half, (43%) of consumers used shopping as a means to cheer up family and friends. Mastercard predicted that 77% of Americans will choose to shop local while 75% of consumers intend to prefer shopping from businesses that share their personal values. Email and content marketing have stood as pillars for brands through 2020, these will be a make or break factor for businesses to succeed in 2021. Email marketing has an average ROI that is 4X higher than any other channel with APAC getting the highest open rates and EMEA winning the highest CTR. The top seven industries in terms of open rates and CTR revealed. Top priorities businesses must-have for email marketing …

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What Facebook Watch Means for Marketers

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It was only a matter of time. Just like Amazon, YouTube, and Netflix before it, Facebook officially entered the video streaming game with Facebook Watch. What is Facebook Watch, and what does it mean for you your marketing strategy? What is Facebook Watch? Launched in 2017 to select users in the U.S. via mobile, desktop, and TV apps, Facebook Watch is the company’s entrée into episodic streaming video . Videos range from mini-documentaries to live sporting events, courtesy of partnerships with Major League Baseball. There was a set group of publishers at launch, but the company opened it up to other creators. How Does Facebook Watch Make Money? Facebook Watch is monetized through ad breaks. The producing partners earn 55% of ad break revenue while Facebook keeps 45%. What Makes Facebook Watch Different From Other Streaming Services? The streaming video space is undeniably crowded, so Facebook had to find a …

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The 6 Best Digital Marketing Companies of 2020

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Digital marketing covers everything from SEO and content marketing to email campaigns, social media strategy, and video marketing too. With new digital marketing companies popping up left and right offering a bit of everything (and truly speaking to no one), it’s no surprise you’re having a hard time finding the right one. The best thing to do is narrow down your options by bypassing those digital marketing companies trying to do too many things at once. Why? Because true highly-niched experts are the best way to get the results you want (and deserve) for your business. But, it’s not always easy to find those experts when you need them. So, I put together a list of the top digital marketing companies who genuinely excel at what they do to help you find the right fit for your business depending on what you need. Then, we’re going to talk about what …

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