Advertising and Marketing Blog

What Defined 2016’s Digital Political Strategies?

What Defined 2016’s Digital Political Strategies?
Politics has always been a numbers game, but now the numbers that matter most in digital political strategies are actually the number of years in a person’s age. While party affiliation used to be a top factor in political advertising, that’s now been trumped by age. According to a recent study from political ad agency Spot-On, age has become a much stronger factor than party affiliation when gauging the willingness to use digital advertising in political campaigns. Consider how in the 2016 presidential election, each party’s top digital strategists were in their 30s. MediaPost.com shared more on this new age in digital political strategies.

The Generation Gap in Digital Advertising
With the increasing importance of digital in reaching and engaging voters, it’s not surprising that tech-savvy, younger professionals are using it successfully in today’s campaigns. Spot-On’s study showed that 76% of younger digital professionals in the political field considered themselves to be digital experts.

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Cyber Monday Rings Up Record Holiday Sales

Cyber Monday Rings Up Record Holiday Sales
The Thanksgiving weekend gave stores a lot of shopping to be thankful for, especially Cyber Monday, which surpassed all sales expectations. Cyber Monday is known as the biggest day of the year for Internet shopping and this year was no exception, with online sales hitting a record high of $3.39 billion as online shoppers searched for special deals. Fortune.com reported on the reasons why Cyber Monday held a cornucopia of sales for post-Thanksgiving shoppers.

The retailers that saw the highest sales over the Thanksgiving weekend were Walmart, Target, Amazon, Best Buy, and bby. Most consumers were spending on high-ticket or high-tech items like ultra-HD TVs and video gaming consoles.

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Why B2B Companies Must Offer a B2C E-Commerce Experience to Succeed

Why B2B Companies Must Offer a B2C E-Commerce Experience to Succeed
B2B e-commerce has become big business for companies that target business professionals. In fact, by the end of 2016, B2B e-commerce in the U.S. is expected to reach $855 billion. And this total is predicted to exceed $1 trillion by 2020. This has led many of these businesses to invest a great deal of time and money in restructuring both their organizations and websites to support e-commerce transactions. It’s also led these businesses to try bringing in experienced executives to lead these operations. Now that B2B e-commerce has emerged as an essential component of business, these companies need to change their mindset and delivery tactics by adopting the more B2C-centric approach that their target market now demands. Memeburn.com explained why B2B e-commerce is no longer business as usual and why companies must open their doors to more B2C strategies to stay successful.

Connecting on a Consumer Level
Today, there has been a significant rise in the expectations of the B2B buyer and they now expect a more B2C-like experience. These customers want to self-educate and shop just like regular consumers, rather than spend lots of time talking and buying from a salesperson. Yet while B2B buyer attitudes have changed, the current business model has yet to evolve. This seriously threatens the growth and revenue of B2B organizations.

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The Mobile-First Index Survival Guide

The Mobile-First Index Survival Guide
While there’s no need to fear Google’s soon-to-deploy mobile-first indexing, this event marks the formal transition to a genuine “mobile first” world of search. Business owners globally need to be aware of several considerations and make preparations accordingly.

With the launch of the mobile-first index, Google will be creating and ranking its organic results based on the mobile version of a website’s content. Considering that more than 50% of all search takes place on mobile devices, this makes sense as a practical advancement for creating results that will satisfy the needs of mobile search users.

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Check Out How Even One Bad Online Review Can Damage a Hotel

Check Out How Even One Bad Online Review Can Damage a Hotel
Today, a negative online review from a hotel guest opens the door to fewer future bookings. The popularity of consumer-advisory travel sites like Expedia and TripAdvisor has given the opinions of hotel guests much greater importance in the travel planning decision. Research has found that a single bad guest review can far outweigh other decision-making factors for many prospective guests. Poor reviews can cause travelers to choose another hotel. As a result, the threat of negative online reviews is serious enough that hotels must make customer satisfaction their very top priority. HotelMarketing.com reported on how the risk of bad online reviews is leading hotels to go to greater lengths to keep guests totally satisfied.

While poor online reviews are a danger to hotels of all sizes, they have the greatest impact on smaller hotels because these properties tend to have fewer online reviews to be read. This places higher importance on each and every guest comment.

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Travel Marketers Will Be Lost Without These Top Data Tips

Travel Marketers Will Be Lost Without These Top Data Tips
Digital data has made a world of difference in how travel brands market to travelers and manage their operations. As a result, it can be challenging for travel marketers to navigate through all of the digital options and develop the ideal business strategies. In anticipation of The Smart Travel Data Summit in late November, 100 senior travel executives were asked to share their industry insights in the Smart Travel Data Survey 2016. The results were compiled and reveal the importance of revenue management, data, and analytics in travel both today and tomorrow. EyeForTravel.com shared the key findings to show where the travel industry is heading.

Check In on What Should Matter Most
According to Eye for Travel, there are certain factors that travel brands should prioritize in 2017. Their greatest focus should be on: CONTINUE READING THIS CONTENT »

Learn New Social Media Marketing Tricks by Following Dog Influencers

Learn New Social Media Marketing Tricks by Following Dog Influencers
There’s a new breed of social influencer that’s lapping up the attention of consumers. Dogs have become the scene-stealing stars of Instagram and led to the emergence of “dogfluencers.” These canine celebrities have hundreds of thousands of followers and can earn up to $3,500 for a single promoted social media post. Instagram users find these cuddly creatures so cute that they can’t resist sharing these photos. Dogfluencers are making such a strong impact on consumers that now many major brands like American Express and United Airlines have partnered with these canines to promote their products on social media. TheGlobeandMail.com shared more on how brands are now chasing after dogfluencers for their social media marketing power.

Part of the power of dogfluencers lies in the emotional connection they inspire. After all, emotions are a major part of purchasing decisions.

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7 Fresh Ideas for Your Brand’s Holiday Social Media Posts

7 Fresh Ideas for Your Brand’s Holiday Social Media Posts
Are your holiday social media posts starting to feel as stale as a re-gifted fruitcake? If your brand shares the same things every year, it’s time to shake things up.

Some 91% of companies say they send/post holiday messages. That means consumers’ social feeds and inboxes are completely flooded with themed posts by brands. To break through the clutter, it’s essential to try new approaches.

What can you do differently? Luckily, there are a number of effective holiday social media tactics that haven’t been overused by marketers. In particular, these seven fresh ideas are great ways to spice up your holiday posts this year:

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5 Must-Know Holiday Marketing Trends for Brands

5 Must-Know Holiday Marketing Trends for Brands
Get ready marketers: winter is coming.

The holiday season is quickly approaching, and with it will come the annual flood of themed products, messaging, sales, and content from brands.

As you gear up for this most wonderful (and busy) time of year, what should you be thinking about? Which changes in consumer behavior could have a big impact on sales and engagement?

We sorted through major consumer surveys and analyst research reports covering the past two holiday seasons to find out. What emerged were these five key trends to watch in 2016:

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4 Ways Sales Reps Can Respond to the Need for Email Response

4 Ways Sales Reps Can Respond to the Need for Email Response
Since research from TOPO shows that less than 24% of prospects actually respond to promotional emails, sales reps must open their eyes to the problem of why their emails are being ignored and then open their minds to ways to improve their email response rate. With sales reps depending on email more than ever, they can’t afford to ignore why prospects are overlooking their emails. Fortunately, a recent study by Boomerang disclosed why some emails earn responses while others are tossed in the trash. Hubspot.com shared these findings to help lead sales reps toward higher email response rates.

1. Some Emotion is Effective: The study showed that expressing a moderate amount of positivity or negativity led to 10% to 15% more responses than totally neutral emails. But extreme emotional expressions led to the same reduced responses seen with neutral emails.

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Have Pets Made Luxury Hotels Go to the Dogs?

Have Pets Made Luxury Hotels Go to the Dogs?
Luxury hotels are known for formality and pomp, but the new breed of luxury hospitality has led many to adopt in-house pets as part of their guest experience. Today, many luxury travelers no longer want the formal service traditionally offered by high-end hotels. Instead, they want a relaxing, personal experience and an emotional connection to the hotel. To meet this new need, some luxury hotels are opening their doors to on-site pets as a way to personally connect and create an emotional bond with guests, which far exceeds the usual offerings that hotels typically use to attract customers. And now hotels with in-house pets say the animals are working wonders for sales, brand awareness, hotel marketing success, and customer loyalty. TheGlobeandMail.com shared more on how these hotel pets are elevating the guest experience in a very unique way, which is what today’s luxury travelers ultimately look for.

These pets are proving to be popular with guests all over the world. In fact, many have expressed that the main reason they choose a hotel is because of its on-site pets. Hotels report that dozens of pictures of pets are taken by guests each day and then posted on Facebook and Instagram, which provide a steady stream of free publicity and awareness for the hotel. And the Fairmont in Arizona saw its J.D. Power rating rise a whopping 11 points over the past year and they believe that their dogs were a major factor.

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How Healthcare Marketers Can Improve Patient Relationships

How Healthcare Marketers Can Improve Patient Relationships
Surprisingly, many healthcare organizations still don’t treat patient relationships with the urgency they deserve. But the healthcare industry needs to focus on building better patient relationships by emphasizing the patient’s personal experience and offering opportunities for direct connection with organizations. To help providers have healthier patient relationships, Business2Community.com shared four healthcare marketing strategies.

1. Prescribe Awareness Campaigns
Patients need to be aware of what an organization offers in order to take advantage of its various resources. That’s why it’s important to run healthcare marketing campaigns that provide patients with detailed information about the organization and its many options for care. In addition to educating patients, this also earns their trust. And by implementing paperless medical records systems and sharing patient stories with their consent, it demonstrates the organization’s transparency and dedication to serving the needs of patients.

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Facebook and Google Are Gifts to 2016 Holiday Marketing Campaigns

Facebook and Google Are Gifts to 2016 Holiday Marketing Campaigns
The holiday season is here and digital advertisers believe that social platforms like Google and Facebook have the most to give to their holiday marketing campaigns. With advertisers planning to spend an average of 62% of their holiday budgets on digital marketing efforts this year, the 2016 Holiday Advertising Survey Report from Kenshoo and direct response agency OrionCKB showed that Facebook and Google were at the top of their list for their seasonal marketing spend. MediaPost.com shared more on why advertisers are feeling that Facebook and Google are the greatest gifts to their holiday marketing campaigns.

Search Marketing Presents Many Opportunities
The report surveyed both retail and e-commerce advertisers on their holiday ad spending plan to maximize sales and revenue. The results revealed: CONTINUE READING THIS CONTENT »

Why Content Marketing Takes Time to Lead to Results

Why Content Marketing Takes Time to Lead to Results
Today, millions of consumers and B2B marketers are finding that content marketing is a direct link to success. As a result, its usage is increasing around the world and this growth is expected to continue. But unlike some marketing strategies that deliver immediate results, content marketing is a long-term process. So many people are drawn to it because it’s been proven to work. And it’s more valuable than ever considering that it’s become more challenging for marketers to reach consumers in this age of ad blockers and DVRs that let consumers avoid all ads. But SearchEngineJournal.com explained why content marketing is worth the wait and offered five simple steps for reaching results more quickly.

Content marketing continues to be one of the most effective ways to connect with consumers; especially now that connecting has become a major challenge with the widespread use of ad blocking software and DVRs that block many marketing messages. But while consumers don’t want to be bombarded with irrelevant content, they still crave quality information on topics of interest to them and appreciate added value. And content offers both of these benefits, without hard sells, scams, or other frustrating factors. As a result, content marketing is capable of greatly increasing conversions, driving website traffic, and building loyal brand relationships. In fact, research has shown that content marketing leaders earn almost eight times more website traffic than their competitors.

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3 Mobile Optimization Tips to Bag More Black Friday Online Shoppers

3 Mobile Optimization Tips to Bag More Black Friday Online Shoppers
E-commerce businesses anxiously wait all year for Black Friday because it offers the gift of enormous sales. That’s led practically every company to leverage this special time by extending the shopping period over a few days, as well as across all digital devices. This is especially important today as more consumers are shopping on mobile and other digital devices, and expect greater ease and speed than visiting a brick-and-mortar store. If a website doesn’t provide an optimal mobile shopping experience, companies risk losing these vital seasonal sales. To help e-commerce businesses make their entire mobile shopping experience merry and bright every time, SmartBrief.com made a list of three mobile musts that consumers are wishing for in online shopping.

1. Optimize Websites for Mobile
With the ubiquity of mobile, more and more consumers are using mobile devices to shop online. Today, consumers expect ease and efficiency in their mobile experience, so they must be able to quickly view, navigate, and find what they need on a website. If the site isn’t optimized for mobile, consumers will get frustrated quickly and visit another site. Since research has shown that consumers frequently research products via mobile before buying later on a desktop, retailers need to ensure that the entire mobile shopping process is simple, seamless, and satisfying across all digital devices—or risk losing sales.

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