Advertising and Marketing Blog

Mobile Marketing Ringing Up More Buyer Phone Calls for Businesses

Mobile Marketing gets Phone Calls for Businesses		Businesses are getting a wake-up call on the value of the telephone call. Today, more and more high-intent buyers are calling companies directly, rather than trying to reach them through digital channels. And it’s mobile marketing that’s prompting this rise in consumer calls, according to the Call Intelligence Index published by Invoca. This study examined more than 32 million telephone calls placed to businesses across 40 industries last year. It found that mobile marketing is driving more telephone calls to companies and resulting in more conversions. MediaPost.com featured more from the study to show how mobile is calling consumers to call.

Why Businesses Need to Answer the Call of the Phone Call
Even in our digital age, nothing compares to the personal interaction of a phone call. According to the report, voice conversations are the most instrumental and influential interactions in the buyer’s journey. In fact, three-quarters of consumers say that a phone call is the fastest way to get a response from a business. Yet most companies continue to overlook and underestimate the personal phone call, instead depending on online forms to get inbound leads.

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Discover How to Choose and Use Voice Search or Text Search

Voice Search or Text SearchWith the expected emergence of voice search, search marketers will have an alternative to traditional text-based search. Both let consumers search the Web quickly, just one with their voice and one with their hands. While neither has targeting yet, they do have distinct qualities that marketers need to know and should act upon right now. SearchEngineWatch.com explained their top two actionable differences.

1. Voice Search is Expressed in Question Words

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Healthcare Insurers Cover Members’ Needs by Investing in Mobile Apps

Healthcare Insurers Investing in Mobile Apps
As consumers become more empowered and engaged in their many healthcare decisions, there is a growing need for instant access to personal health information. This has led major healthcare insurers to invest in developing mobile apps that put personal healthcare information directly at members’ fingertips. They offer a wide range of mobile options for convenient access to plan features. These mobile apps have been popular with both members and providers, which is why more healthcare insurers should invest in these mobile methods. HealthcareFinanceNews.com posted more on the benefits of mobile apps.

Mobile Apps Tap into Consumer Needs
Consumers want health plan apps that improve their healthcare experience. This has led many insurance companies to develop consumer-friendly apps with network guides, drug plan formularies, cost calculators, feedback forms, and other helpful tools.

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The Key to Engaging Hotel Guests through Social Media

Social media has changed the way that hotels connect with its customers. But they shouldn’t limit their social connection to before and after visits. Instead, social media can be carried throughout a guest’s entire stay. Most hotels have barely tapped the potential of adding social media to their hospitality marketing strategies. But by being smart and creative, hotels can use social channels to engage guests every day of their stay. To help hotels use social media to give guests a more social experience, LodgingMagazine.com shared ways to get guests buzzing.

Make Stays More Social
People are inherently social. But when guests are in new places and amidst unfamiliar faces, it can difficult to entice them to make connections with other guests. But in the age of social media, social channels bring people together, which is why smart hotels are using them to bring guests together with ease.

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6 Content Marketing Secrets Worth Sharing

 Content Marketing SecretsContent creation can create confusion for even the savviest brands. With so many options and opportunities for producing and posting content, it can be difficult to decide on a content marketing strategy. For some insight and inspiration on creating compelling content, ContentMarketingInstitute.com shared some tips and tactics to make the most of your content marketing.

1. Look for Images to Increase Engagement
Pictures let a brand capture attention with a single glance, which is especially important since consumers have short attention spans and a large array of media vying for their interest. Consumers’ desire for visual content has led to the huge popularity of image-based platforms like Pinterest, Instagram, and Snapchat. With so many image-based places to post, brands have numerous opportunities to use images in their content marketing to tell their stories and connect with consumers who share certain interests.

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The State of the Internet, Part 3: Future Digital Trends

2015 Future Digital TrendsWhat is in store for digital? How is the landscape going to change? What are the most important future trends to keep an eye on?

To find out, we brought out the crystal ball and sorted through two major overviews released recently: Mary Meeker’s 2015 Internet Trends Report and Social Media Examiner’s Social Media Marketing Industry Report.

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Why B2B Brands Should Get On Board with Pinterest

B2B Brands and PinterestWhile LinkedIn has long been linked to professional social media, other social networks can also work for B2B brands. Pinterest is a prime example of a popular social media platform that can also mean business for brands. Pinterest’s focus on discovery makes it more of a tool for self-exploration than a means for social interaction. With Pinterest users actively searching for things that pique their interest, B2B brands have a captive audience for their various products and services. Savvy brands know the potential of adding Pinterest to their content marking strategies and are already on the network. In fact, 67% of pins are comprised of branded content. Smartblogs.com featured more on why Pinterest works for B2B brands.

“B2B brands are part of the way people live on Pinterest,” said Pinterest Head of Brand Strategy Kevin Knight. “It’s a tool people use to plan their lives. Many millions are using it to make their careers better and make their businesses more successful.”

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How Healthcare Marketing Can Achieve Better Outcomes from Social Media

Healthcare Marketing and Social MediaSocial media can work miracles for healthcare marketing, but too many medical organizations have lagged behind in leaping online. Consider how every major brand and business from every other industry is active across social media platforms. Yet healthcare has been hesitant to follow their social media lead. The primary problem is that many healthcare businesses don’t understand social media and how it can help their marketing. Meanwhile, they’re missing opportunities to engage and connect with patients. This has left the social media landscape lacking a quality healthcare presence, which means it’s the perfect time for healthcare brands to reach patients on social channels, either before or better than competitors. To create a healthy social media presence for both patients and B2B clients, Healio.com prescribed these four effective healthcare marketing strategies.

1.  Inject Your Personality
Healthcare is a personal issue, so show your brand’s personality to connect on a personal level. Giving a brand a voice and a view improves communication with both patients and the public. After all, you’re mainly using social media as a tool to engage with your patients or clients. That’s why you need to humanize your business by showing your brand’s character and responding in a personal tone.

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Understand Today’s Wealth of U.S. Luxury Buyers

Luxury buyers are in a class all their own. But in today’s U.S. retail market, luxury shoppers are hard to define. Some may be dripping in diamonds and chauffeured around in fancy cars, but that’s the exception and not the norm. There are now many different classes of luxury shoppers and brands can’t afford not to include each audience in their luxury marketing strategies. Luckily, a new Nielsen study examined what luxury means today and discovered the five consumer segments that shop for luxury goods. All five groups value luxury, but only three purchase high-end products on a regular basis, while two aspire to buy these goods but make few luxury purchases. To help luxury marketing experts ensure that they engage both luxury and aspirational buyers, Nielsen.com shared study highlights for a closer look at luxury.

The Luxury Market is Rich with Opportunity
The U.S. is the leader in luxury retail spending. Research shows that Americans spent $73.3 billion on luxury goods in 2014, which was more than consumers spent in China, Japan, Italy, and France combined.

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State of the Internet 2015, Part 2: Social Media Trends

What are the big social media trends of 2015? Which platforms and features should marketers be paying close attention to?

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Good Humor is Driving People to Tweet @GoodHumor for Sweet Treats

Tweet @GoodHumor for Sweet TreatsDespite its old-school image and old-fashioned ice cream trucks, Good Humor is showing it’s still pretty cool with a new Twitter campaign called the “Welcome to Joyhood” tour. While it’s been 40 years since its iconic trucks roamed neighborhood streets, the ice cream brand will get back on the road for a sampling tour around the Northeast. Rather than chase the trucks down streets for treats, fans can follow the brand on Twitter to find when it’s in their cities, and then beckon the truck to come their way by tweeting @GoodHumor. AdAge.com shared a taste of why Good Humor is sweet on social media.

Rolling Out Trucks with a Twist
Known for its frozen novelties sold through the windows of white trucks that played the classic jingle, Good Humor is proving it’s cool with the times with its “Welcome to Joyhood” tour this summer that’s fueled by social media. The tour is scheduled to stop in New York City, Washington, D.C., Boston, and Philadelphia. Trucks will pass out samples of classic treats, but now will blast popular music and rock ‘n’ roll favorites instead of that sweet, little tune.

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5 Fact-Based Reasons to Use Content Marketing Over Native Advertising

Content Marketing Over Native AdvertisingBoth content marketing and native advertising have received a lot of buzz. Yet many brands don’t understand the differences in efficacy between these two marketing methods. Fortunately, a recent research-based report by Fractl and Moz examined the effectiveness of content marketing compared to native advertising. By analyzing this report, along with cost data from 100 leading publishers and native advertising cost data from nearly 500 digital publishers, MarketingLand.com determined that content marketing is king. Discover the five reasons why content marketing reigns supreme.

1.  Only Content Marketing Drives SEO and Increases Organic Rankings
Almost half of brands measure the success of their content marketing by the total number of leads, high-quality links, and overall social media shares resulting from each campaign. And content marketing ROI can be determined through increased organic rankings from earning a high-quality link portfolio. In contrast, native advertising reach can only be measured by the amount of paid publisher partnerships, which are not able to pass value.

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Why Marketers Should View Video as a Way to Reach Millennial Women

Ways to Reach Millennial WomenAll eyes are on video today as more and more consumers tune into online video content. A stunning 300 hours of video are uploaded to YouTube every minute for its more than 1 billion users to enjoy. And the explosion of social video platforms like Vine and Vimeo are offering even more places to view these videos. According to the IAB, 25% of all Americans watch digital video, with Millennial women driving its rapid growth. Marketers know that video is useful because it elevates storytelling beyond the basic narrative and provides a vehicle for delivering compelling content to Millennials, who tend to disregard advertising. Since video matters so much to Millennial women, it needs to matter to social media marketing experts trying to reach this important audience. To help brand marketers create video content that appeals to these young women, MediaPost.com examined Millennial women’s views on video from its recent “What Women Watch” report and shared their video highlights.

Comedy and Cuteness are in High Demand
According to the report, most Millennial women enjoy watching and sharing videos with funny or adorable elements. Respondents viewed the following content as most compelling: CONTINUE READING THIS CONTENT »

Will Your Hotel’s Vanity Website Affect How You’re Viewed in Search?

Will Your Hotel’s Vanity Website Affect How You’re Viewed in Search? Hotels strive to make and leave a very good impression. And the first impression that many guests get is often from a vanity website. But recently, Google announced a “visibility penalty” for websites with doorway pages, which are pages with lower-quality content and abnormal keyword use. This led many hotels to worry that their sites would be deemed doorway pages and penalized in search rankings. But as long as a hotel’s vanity website adds value to its users, it will not be perceived as a doorway page and won’t suffer the consequences. Hotelmarketing.com featured more on why hotel vanity websites aren’t bad for a hotel’s rankings and why they’re actually very good for a hotel brand’s image.

The Value of Vanity Websites
It’s important to understand that this “visibility penalty” is meant to enhance the search experience and let searchers find the most relevant results with the highest-quality content. Since doorway pages have lower-quality content that holds no value for searchers, such pages are being penalized and will fall in search rankings.

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State of the Internet 2015, Part 1: Content Trends

As we pass the midpoint of the year, many digital gurus are taking stock of where things stand and what’s ahead. In particular, two key examinations of the state of the Internet were recently published: Mary Meeker, the longtime soothsayer at VC firm Kleiner Perkins Caufield & Byers, presented her 2015 Internet Trends Report and Social Media Examiner released its annual Social Media Marketing Industry Report.

Both of these reports are fascinating and exhaustive, covering everything from millennial messaging patterns to drone development in hundreds of slides and charts. If you don’t have time to sort through it all—which could very well take up the rest of your 2015—we’ve pulled together an overview of the highlights in three (fairly short) posts.

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