Advertising and Marketing Blog

Snapchat 101: What Brands Need to Know [Infographic]

Snapchat 101: What Brands Need to Know
What does the rise of Snapchat mean for brands? How big is the audience for the social messaging app? Is it only for Millennials? How are companies using it to reach consumers? And, most importantly, should it be part of your marketing strategy? To find out, check out MDG Advertising’s new infographic, Snapchat 101: What Brands Need to Know. It tackles these questions using data from recent research reports, as well as what we’ve learned from our own client engagements. The areas covered include:

1. How big is the opportunity?
The Snapchat audience is already huge. CONTINUE READING THIS CONTENT »

Performance-Based Partner Marketing Is Key for Travel Brands

Performance-Based Partner Marketing Is Key for Travel Brands
The abundance of digital marketing options and the complexity of the consumer journey has led to sky-high competition in the travel industry today. To stay competitive, hotel brands must integrate their e-commerce operations with their hospitality marketing efforts across all relevant channels, devices, and marketing partners. They also must continually measure the ROI of each of their initiatives. To guide travel brands through the optimal digital evolution, a recent report, “Benchmarking Performance Marketing in the Travel Industry” by Performance Horizon and WBR Digital, offered an in-depth look at how hotel executives are adopting and adapting to performance-based partner marketing today. Performance-based partner marketing is proving to be so powerful that the top 7% of digital travel brands generate 80% of their annual revenues via performance marketing efforts. TNooz.com shared key findings from the report on how performance-based partner marketing is helping travel brands arrive at greater sales and success.

A leading trend in digital travel is the adoption of performance-based marketing. The principle behind the practice is that all marketing efforts must be monitored, measured, reported, and rewarded based on their overall performance. One popular performance-based marketing channel is digital partner marketing. It originated in affiliate marketing, but now it includes a larger range of unconventional affiliates like content partners, comparison shopping engines, mobile apps, metapartners, and social media, along with its more traditional partners.

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Snapchat Adds Snap Audience Match and Lookalikes to Compete With Facebook

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It’s no secret that Facebook struck a gold mine when it created ad targeting tools such as Custom and Lookalike Audiences. Although Google and Twitter have made attempts to replicate this success, Facebook still dominates the social media marketing world. Now, Snapchat may be giving Facebook a targeted run for its money. Snapchat has begun letting advertisers show Snap Ads to customers using email databases and other data sources. The Wall Street Journal shared more detail on why Snapchat may soon pose a huge advertising threat to other social media networks.

With three new ad targeting options, Snapchat has set out to allow detailed targeting to its 150 million daily audience. With a product called Snap Audience Match, marketers can take existing lists of email addresses and mobile device IDs and anonymously match their lists with Snapchat’s personal database of consumer data. eBay has been using Snap Audience Match with two of their seven campaigns since May and has seen measurable results with a positive return on investment. Snap Audience Match only works with Snap Ads, not lenses, or geofilters, for now.

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5 Ways Artificial Intelligence is Improving Healthcare

5 Ways Artificial Intelligence is Improving Healthcare
Healthcare is getting a healthy boost from artificial intelligence (AI) today. Thanks to cognitive solutions like IBM’s Watson system, a massive amount of medical information and personal patient data can be quickly and easily analyzed. Then, these insights can help patients make healthcare decisions, physicians improve patient outcomes, and researchers streamline their clinical workflows. A recent Frost & Sullivan report revealed that the AI market for healthcare will soar to $6 billion by 2021, increasing 10 times as much as in 2014. And according to the “Redefining Boundaries” study by IBM, healthcare executives predict that AI will make the healthcare industry re-evaluate all of its business protocols in the coming years. To show how this technology is already changing the practice of healthcare, WorldHealth.com shared an update on its medical progress.

1. Dispensing Diagnosis and Treatment: Watson has the cognitive computing power to search the latest medical data to find the specific information that can benefit a patient. This allows for better diagnoses and more effective treatment.

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Why Phone Calls Must Be Placed in Omnichannel Strategies

Why Phone Calls Must Be Placed in Omnichannel Strategies
While marketers feared that the dawn of digital would make telephone calling obsolete, digital is actually dialing up the importance of telephone calls. According to the 2016 Call Intelligence Index report by Invoca, digital is directly driving a higher number of customer telephone calls to companies than ever before. The report revealed that digital channels drove 92% of these telephone calls last year, which is an increase from 84% in 2014. Plus, mobile search produces more customer calls than any other channel. And with mobile search activity continually rising and the growing use of digital click-to-call buttons and call-only ads, these customer calls from mobile are only bound to increase. As a result, media experts strongly recommend that marketers include telephone calls in their omnichannel strategies from the beginning, or as soon as possible, to leverage their popularity. MediaPost.com shared more about the report to show how digital is ringing up more telephone calls than ever.

The report revealed that 65% of people prefer to contact a business by phone and that 70% have used a click-to-call button on a search ad. These statistics clearly show how customers are combining digital, mobile, app, search, social, and telephone throughout their customer journeys. This omnichannel reliance is enhancing their interactions and the overall customer experience.

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New E-book: 4 Steps to Unlocking the Real Power of Marketing Personalization

New E-book: 4 Steps to Unlocking the Real Power of Marketing Personalization
People are eager for personalization from brands.

Nearly three-quarters (74%) of web users say they’re frustrated with sites that aren’t tailored to their needs, 72% of consumers say they don’t like generic marketing, and 58% of shoppers say they’d like companies to better focus their discount offers.

Yet, despite this clear demand, most brands still feel that their personalization efforts are not connecting. In fact, one recent survey of marketers found that 60% say their organization struggles with the tactic.

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Are Brands Snapping Up Snapchat’s Full Marketing Potential?

Are Brands Snapping Up Snapchat’s Full Marketing Potential?
How brands appear to be using the disappearing-message app Snapchat was the focus of recent research that revealed many shocking surprises. The analysis was conducted by L2 researchers based on an Adweek.com review of how brands are using Snapchat compared to its photo-sharing rival Instagram. Adweek.com shared the following six conclusions on whether brands are opening up to the branding value of Snapchat.

1. Brands Are Not Rushing to Snapchat
While many brands already have a presence on Instagram, fewer are taking advantage of all Snapchat has to offer. Of course, Snapchat is relatively new and still emerging as a social platform, but industry experts expected more brands to have embraced Snapchat.

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Are Marketers on Target with the Targeting of Millennials?

Are Marketers on Target with the Targeting of Millennials
In recent years, marketers seem to have been obsessed with Millennials and touted them as the next big generation of consumers, but some wonder whether they’re making the age-old mistake of rushing to judgment about this segment of young adults. Millennials by definition are 18 to 35 year olds, whose lifetime of digital exposure has caused them to be stereotyped in many ways. But with almost 80 million Millennials in North America, who span an almost 20-year range and who have many personal preferences and patterns, some say it’s impossible to lump them all into a simple, singular segment. But other industry experts believe that assigning labels to demographic groups makes it much easier to understand them. Despite this ongoing debate, it hasn’t stopped marketers from giving Millennials descriptive labels and then targeting them based on these highly specific qualities. Is this a savvy strategy or is it costing brands business? As this discussion rages on, discover the different views on the best ways to reach Millennials.

The List of Labels
Over the past few years, marketers have been consumed with Millennials and strived to understand what differentiates this large market of young adults. This fascination has led marketers to create in-depth narratives around their beliefs, behaviors, views, and values in an effort to define the typical Millennial consumer. As a result, there are many general perceptions about the Millennial market that have eclipsed the bounds of marketing to become part of the mainstream ideology. According to Digiday.com, marketers have often assigned the following labels to Millennials to describe their preferences, patterns, and personal traits: CONTINUE READING THIS CONTENT »

Barbie Plays to Fans with @BarbieStyle Instagram Account

Barbie Plays to Fans with @BarbieStyle Instagram Account
Many people think Barbie is just a fashionable figure for little girls, so who would have figured that Barbie would grow up to be a social media sensation with her own @BarbieStyle Instagram account? No, we’re not toying with your emotions. Barbie has become a paid fashion blogger and major social media influencer. It’s actually the perfect role for the childhood doll that influenced millions of little girls’ styles, as well as our image of the ideal woman, with her high-fashion outfits and wide variety of looks. But now Barbie is taking on the social media world with her @BarbieStyle Instagram account and enjoying great success. WWD.com shared more on Barbie’s new Instagram image.

One look at the @BarbieStyle Instagram account shows thousands of images of the doll dressed up in stylish outfits and perfectly posed at the world’s most fashionable events. But more than a virtual scrapbook of images, @BarbieStyle features a first-person account from Barbie about each of her settings, along with additional images of her circle of friends and her boyfriend.

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5 Strategies to Make Your Remarketing Provide Many Returns

5 Strategies to Make Your Remarketing Provide Many Returns
Most marketers have mastered marketing, but have they learned how to leverage remarketing? It’s considered to be one of the most effective advertising strategies available today. Its value comes from its ability to target previous visitors to a website who didn’t convert into customers. Remarketing lets you reach those prior visitors with ads that encourage their return. These ads can be created through numerous ad platforms, but there are certain marketing methods that may enhance their results. Entrepreneur.com shared five simple tactics to ensure that your remarketing ads make people give your brand a second look.

1. Remember Cross-Channel Advertising
Cross-channel advertising helps a company reduce the time and effort required to become a recognizable, memorable brand. It lets marketers place ads for previous website visitors on multiple ad platforms.

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3 Ways Hospitals Can Benefit from LinkedIn’s Careers Tab

3 Ways Hospitals Can Benefit from LinkedIn’s Careers Tab
As the leading professional social network, LinkedIn has recently improved its options for both employers and jobseekers, which is greatly aiding professionals in the healthcare industry. Employers that have a paid LinkedIn subscription can enhance their company’s appeal by adding the updated Careers tab to their company pages. This Careers tab is essentially a basic careers microsite that lets employers share information that matters to jobseekers about its company, culture, staff, and available positions. HealthLeadersMedia.com recently featured three ways that LinkedIn’s Careers tab can help hospitals in their healthcare marketing efforts for employee recruitment.

1. Delivering Employee Testimonials
Businesses can display two employee testimonials in the “Employee Spotlight” of the LinkedIn Careers tab. It’s recommended that employees with LinkedIn profiles are featured so other LinkedIn members can visit their individual pages.

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6 Engaging Social Media Marketing Campaigns That Delivered Results

6 Engaging Social Media Marketing Campaigns That Delivered Results
Now that more brands and businesses are active on social media, they’re actively placing much of their marketing on these platforms. These companies are realizing that a world of consumers are on social media. As a result, these platforms offer a convenient way to convey marketing messages to the entire world. Social media also allows companies to make their campaigns more relevant, timely, and flexible. This makes social media campaigns incredibly effective for the real-time marketing that’s become so important today. Yet with so many social media campaigns running at every moment, how can a brand stand out? Shopify.com showcased six social media marketing campaigns that delivered both buzz and results.

1. Domino’s #EasyOrder
In May 2015, the pizza chain rolled out a campaign with the hashtag #EasyOrder that enabled customers to order pizza via Twitter. Over the last year, the campaign has enjoyed enormous success and it’s still being used in TV and social media ads to promote how fast and easy it is to order pizza on Twitter.

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5 E-Commerce Trends That Brands Should Buy Into

5 E-Commerce Trends That Brands Should Buy Into
Consumers are shopping for much better online shopping experiences today. They have certain desires and demands at every stage of the purchasing process that brands can’t afford to ignore. To help brands understand what consumers want and need in their shopping experiences, Forbes.com featured the top five online shopping trends that brands should pick up immediately.

1. Create an Engaging Package of Content
At one time, having an eye-catching website and a range of intriguing products was sufficient to make a sale. But today, content is king, so brands need to feature fresh, interesting, and relevant content in order to stand out from the competition and encourage shoppers to buy. This trend has led many brands to focus their time and attention on regularly refreshing their website content in attention-grabbing ways to develop an emotional bond with consumers while earning their sales and long-term loyalty. And with the rise of multiple digital devices, brands need to present their website content in a variety of different forms to be viewable on all devices.

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Snapchat 101 for Brands: What Marketers Need to Know

Snapchat 101: What Brands Need to Know
Snapchat is having quite a moment right now.

Glowing pronouncements about the messaging app seem to be everywhere. The head of one major media agency called it “the one [digital platform] to watch in 2016” and social media guru Gary Vaynerchuk recently declared, “Snapchat is now the place where most of America’s (and soon to be most of the world’s) 18 to 35 year old attention is.”

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Voice-Powered Search Speaks Directly to Brands and Consumers

Voice-Powered Search Speaks Directly to Brands and Consumers
Now that search has become a part of our daily lives, both brands and consumers are finding that voice-powered search is music to their ears. Brand marketers appreciate the way that voice-activated search generates an abundance of consumer data and enables them to create more personalized, relevant, and compelling brand experiences. Consumers crave voice search because it makes their online searches more convenient, immediate, and natural. Adweek.com reported on why voice search will be the last word in search in the future.

Why Voice Search Sounds So Appealing
While keyword-based searches are useful, voice search allows consumers to express themselves using natural phrasing that mimics spoken language. This lets their searches be much more precise and relevant. It also eases the search process on mobile devices since consumers are on the go and want hands-free, hassle-free search capabilities. And thanks to advances in technology, voice-activated search results can now be delivered via a voice or a list on a mobile app.

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