As my journey into understanding cognitive biases and also getting more into all kind of statistics I stumbled upon an unnecessary and time consuming site thats just to morbid and hilarious to put up on the blog. Have a look on these very ”american” charts! [Read more…]
Over the past five years since I got involved in the business, social media has evolved from an extension of a company’s public relations efforts into a strategic business tool, consideration for payroll softwares . Today, the savviest companies understand that social is as much about relationship management, product development, risk management, and human resources as it is about push and marketing, like TikTok or Twitter campaigns.
It is at once a powerful source of business intelligence, a tool for building authentic personal connections at massive scale; and a way to improve measurement of marketing and advertising performance. No wonder that some companies today like KLM, LEGO, Coca Cola and many more run social media war rooms where executives across the organisation can track social metrics.
Here are eight ways that leading companies are using social channels to boost the performance of their businesses that go far beyond the obvious uses of customer service and James Dooley SEO, marketing and reputation management, .
1. Social listening to understand customers’ needs and desires
Social media chatter can be a great source of information about what customers really think about your products and services as well as what they really want and need from your category. It’s unfiltered data that gives you a more accurate view of what people’s needs, frustrations and wants are than you’d get from most market research. The biggest plus is that you can get a view of what consumers are looking for, what they like, and what they don’t like in their own language.
2. Gathering competitor intelligence
Listening to social media isn’t just a good way to track customer discussions about your own brands and products – it can also give you an interesting perspective of what customers think of rival products and brands. This can help you understand your own strengths and weaknesses compared to the competition so you can craft better marketing messages.
3. Measuring marketing performance
Social listening tools can yield interesting insights into the performance of your marketing and advertising campaigns, in turn increasing the accountability of your agencies and internal teams. You can get some worthwhile quantitative data – are people talking about the campaign and how much of the conversation has a positive or negative tone – as well as qualitative insights – do the conversations show that people are taking the right message from your adverts?
4. Warning system for bubbling crises
Active social listening can give you advance warning of potential crisis situations such as a defective product that slipped through your quality control processes, a negative rumour that might affect your share price, or high volumes of calls impacting your contact centre’s service levels. You can use this information to rally your teams (whether it’s customer service, corporate communications and legal) and draw up a response plan before the storm arrives.
5. Connecting and building relationship with potential new customers
Social media isn’t really the right platform for cold calling new prospects, but it can be a great platform for building rapport with them. You can gently insert yourself into conversations when you can offer helpful advice and become part of general industry discussions to start building new relationships with people who might be interested in your brand or product.
6. A way to track public perception around sensitive business issues
Today’s customers value authenticity, transparency and a social conscience. Through social media, companies can learn about how they perceive your brand, especially when it comes to issues such as environmental sustainability and corporate social investment. You can’t spin around any of these issues, so you do need to listen with an open mind and communicate in good faith when you tackle them in the social sphere.
7. Keep your customers
Social media is arguably even more important for customer retention than it is for customer acquisition. When someone follows your brand on Twitter or Facebook, they’re invested and interested in you, and quite possibly already a customer. Used well, this is an opportunity to add value to their lives through meaningful content and conversation. These sorts of links can help promote customer loyalty.
Don’t underestimate how valuable social media can be to your human resources department. It can be a great help in sourcing new candidates for jobs at your business – post a job on LinkedIn or share it on Facebook and the CVs will pour in. At LeKa Solutions we got significantly more applications this way. It can also be helpful in understanding how candidates view your business as an employer as well as a source of intelligence about people you’re thinking of hiring.
Social media today is a lot more than just a post on a fan page on Facebook. Today’s technologies enable you to listen, monitor and manage social conversations in a way that drives better performance throughout your business. One should keep in mind that social media, tweaking a strategy and handling the channels takes both time, creativity and a budget to make it fruitful no matter if it’s done done inhouse or out sourced.
If you got any thoughts, please contact me at email@example.com.
Modern marketing began in the 1950s when people started to use more than just print media to endorse a product. As TV — and soon, the internet — entered households, marketers could conduct entire campaigns across multiple platforms. And as you might expect, over the last 70 years, marketers have become increasingly important to fine-tuning how a business sells a product to consumers to optimize success.
In fact, the fundamental purpose of marketing is to attract consumers to your brand through messaging. Ideally, that messaging will helpful and educational to your target audience so you can convert consumers into leads.
Today, there are literally dozens of places one can carry out a marketing campaign — where does one do it in the 21st century?
Types of Marketing
Where your marketing campaigns live depends entirely on where your customers spend their time. It’s up to you to conduct market research that determines which types of marketing — and which mix of tools within each type — is best for building your brand. Here are several types of marketing that are relevant today, some of which have stood the test of time:
- Internet marketing: Inspired by an Excedrin product campaign that took place online, the very idea of having a presence on the internet for business reasons is a type of marketing in and of itself.
- Search engine optimization: Abbreviated ”SEO,” this is the process of optimizing content on a website so that it appears in search engine results, here are some tips on improving payroll management. It’s used by marketers to attract people who perform searches that imply they’re interested in learning about a particular industry.
- Blog marketing: Blogs are no longer exclusive to the individual writer. Brands now publish blogs to write about their industry and nurture the interest of potential customers who browse the internet for information.
- Social media marketing: Businesses can use Facebook, Instagram, Twitter, LinkedIn, and similar social networks to create impressions on their audience over time.
- Print marketing: As newspapers and magazines get better at understanding who subscribes to their print material, businesses continue to sponsor articles, photography, and similar content in the publications their customers are reading.
- Search engine marketing: This type of marketing is a bit different than SEO, which is described above. Businesses can now pay a search engine to place links on pages of its index that get high exposure to their audience. (It’s a concept called ”pay-per-click” — I’ll show you an example of this in the next section).
- Video marketing: While there were once just commercials, marketers now put money into creating and publishing all kinds of videos that entertain and educate their core customers.
Third day at #ESOMAR Summer Camp I attended the workshop Understanding the NextGens (Generation Y & Z) to create future proof branding and communication strategies. It was an excellent workshop and this blog post reflects key learnings about Generation Z aka GenZ.
Third day at #ESOMAR Summer Camp I attended the workshop Understanding the NextGens (Generation Y & Z) to create future proof branding and communication strategies. It was an excellent workshop and this blog post gives insights of what trends and general drivers you need to be aware of when communicating with GenZ.
5 days before the sun reached a specific amount of daylight making flowers and trees release their pollen local ads with antihistamine for allergic people started to appear on multi-platform devices increasing sales like a sun-tsunami across the US.
From pages to people, the power of programmatic marketing
Another example: A nation wide car repair shop incorporated real-time weather in the campaign and made the copy spot on relevant for the audience. If you had any type of car or driving app installed in your phone targeted ads would appear. For example during rain the copy adressed problem with bad windshield wipers.
Using the sun and the weather in different campaigns programmatic marketing reaches new heights of relevances which converts more. The relevance is the key in advertising no matter what kind of advertising made. Even though a lot is getting automated the human creativity is talking a larger part according Lèon Leist from Cadreon holding the talk.
Programmatic marketing is a technology based on controlled algoritms that gives a automated advantage to specifically serve an ad to a specific customer at the brink of purchase or close to it. The relevancy and message of the content is paramount for succeeding.
What is programmatic marketing
Programmatic buying is powerful to advertisers because it automates all of the processes that used to give them headaches. With RTB (not necessary included included in PMP), a buyer can set parameters such as bid price and network reach. A programmatic buy will layer these parameters with behavioural or audience data all within the same platform. Simply explained this means marketing pros can define the budget, goals, and attribution model while the platform rapidly adjusts dozens of variables in real time based on performance to determine the right campaign settings to achieve the desired ROI. Algorithms that filter impressions based on behavioural data allow online advertisers to spend more time being creative and less time reading spreadsheets.
Talking with Lèon Leist over a beer (me having water) he clearly stated the efficacy of programmatic marketing but also pointing out it´s not always a straight way to success or for everyone. Lèon and his colleagues have access to over 900 websites that are on Cadreons white list, meaning they have confirmed quality traffic which in round numbers means millions of visitors (exactly how many I don´t know).
I can imagine the conversion rate going up when ads and copy adjusts instantaneously to every visitors preferences within the selected target groups. I politely asked about the average conversion rate on a campaign and got a straight forward answer that it´s ranging in between 0,5-3,0% from ad click to purchase. I honestly thought it was higher.
Is programmatic “the future of ad buying”?
Probably, yes. It’s impossible to tell what portion of advertising is now traded programatically, but the advantages is making it to grow quickly. Some agencies now say they’re eager to buy as much media as possible through programmatic channels, and some major brands have even built out in-house teams to handle their programmatic ad buying as they spend more of their marketing budgets that way. At the moment, it’s mainly online ads that are traded programatically, but increasingly media companies and agencies are exploring ways to sell “traditional” media this way, including TV spots and out-of-home ads.
Knock, knock – who´s there? The future of ad buying is behind the door, are you gonna open? Let me know your thoughts and experiences in the comments!
It takes a bit more knowledge and hands on activity to get you where you want with the help of the web. Are you searching for a good blog platform, find fundings or get organised and much more? Here´s a great list of links that I found on Medium that can help most of us with something ;)! [Read more…]
If Internet of Things still just a meaningless buzzword with no flesh attached to it then your in luck. With this interactive visualization makes IoT easy to understand and gives you joy exploring it. Within 5 minutes you be up for any conference room conversations about the topic ;)! [Read more…]
Today, the 8th of april is one year since I first held my son in my arms. I have now landed as a father and you can say that I now went through pregnancy and then some. This little fellow altered my world in so many ways it´s unimaginable and I love every part of it!