Advertising and Marketing Blog

Will Instagram’s Rise Leave Twitter Following Behind?

Will Instagram’s Rise Leave Twitter Following Behind?
While Facebook and Twitter have long been the top two social media channels, trends and times are changing and so is the social order. According to a new whitepaper from Social Fresh with research partners Firebrand Group and Simply Measured, called “The Future of Social Media,” Instagram’s rapid rise in popularity has it poised to overtake Twitter and become the second-largest platform in the social media spectrum. To help digital marketers make the most of their future social spend, discover the big picture on when Instagram is expected to top Twitter for social media marketing investment.

Social Networks That Marketers Plan to Invest in Through 2016
In the future, digital marketers are planning to invest in the social media platforms that have already proven to be useful, such as Facebook, Instagram, Twitter, and LinkedIn. Interestingly, the previously popular Pinterest and Snapchat should see a lesser investment over the next few years. These findings were clearly shown in the following ranking of marketers’ future social spend: CONTINUE READING THIS CONTENT »

Study Shows Email Marketing Receives a Huge Response from Millennials

Study Shows Email Marketing Receives a Huge Response from Millennials
Millennials may be known for always using the newest forms of social media, but this generation is surprisingly open to old-school email. A new study on shopper behavior by Epsilon marketing revealed that 43% of Millennials are using email to find all kinds of products and services. Compare that to the mere 32% of shoppers of other ages using email for shopping purposes. As Millennials are reaching their mid-twenties and thirties, they appear to be growing up and discovering the trusted tactic of email marketing. Adweek.com shared results from similar Epsilon studies to show how Millennials spend their time when they’re spending money.

Millennials Saving on Spending
Growing up in a struggling economy has shaped the shopping habits of Millennials. So in addition to opening more retailers’ emails today, Millennials have displayed distinct savings patterns and preferences over the last six months, such as: CONTINUE READING THIS CONTENT »

How Mobile and the Internet of Things Connect to Brand Engagement

How Mobile and the Internet of Things Connect to Brand Engagement
Marketers are well aware of the value of connecting mobile and digital, and now it appears that this combination also connects to brand engagement. According to a new study from Forrester Research called “The Internet of Things Redefines Brand Engagement,” brands must understand how the powerful connection of mobile and the Internet of Things (IoT) will drive brand engagement. MediaPost.com shared more from the study to show how these new connections are the way to keep consumers engaging with brands.

According to the study, only 14% of US consumers monitor or control home utilities or appliances with a smartphone or tablet, which are the main control devices for smart or connected objects. In contrast, one-third of US online adults plan to use some type of IoT at home, in the car, or as a wearable this year. The two most commonly used devices will be smartwatches and wearable devices.

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What Do the New Google AdWords Changes Mean for Advertisers?

What Do the New Google AdWords Changes Mean for Advertisers?
Yesterday’s Google Performance Summit marked a significant period in the search engine giant’s history. Met with cheerful applause, various Googlers revealed staggering benchmarks achieved so far this year, in addition to a myriad of significant changes coming to the AdWords and Analytics platforms.

If learning that Google now handles “trillions” of searches annually wasn’t enough incentive to pay attention, you might also have caught the minimally emphasized statistic that local search is growing faster than mobile search. In many respects, the 2016 GPS wasn’t just about change—it was about the future of Google ad products, the systems used to measure their success, and where we’re all headed as a dedicated Google user base.

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9 Ways Digital Marketing Affects the Outcome of Healthcare Campaigns

9 Ways Digital Marketing Affects the Outcome of Healthcare Campaigns
While digital marketing has become a mainstay in many different industries, healthcare has been hesitant to adopt digital strategies. But now that more and more medical professionals are seeing the advantages of digital healthcare marketing, many see that it’s high time to embrace a more digital direction. To show healthcare marketers the value of diving into digital marketing, HealthworksCollective.com treated them to these nine key reasons.

1. Reduces Cost per Patient Acquisition (CPA)
Did you know that digital outreach can slash overall costs by as much as 50%, down to $149 per patient? Compare this to the cost of TV media, which averages $348 per patient. In addition, digital marketing consistently reduces total marketing spend and increases ROI in practically every industry.

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5 Factors Upgrading and Updating the Travel Marketing Landscape

5 Factors Upgrading and Updating the Travel Marketing Landscape
Travel marketing is undergoing a complete transformation in these digital and social times. As a result, travelers now have more control over their travel experiences, as well as more options than ever before. Just as the travel landscape has evolved, travel marketing must also be adapted to the trends and the times. iMediaConnection.com uncovered the five top travel trends that marketers need to welcome.

1. Finding a Place in the Collaborative Economy
Today, home-based lodging has become an affordable and customized alternative to large, standardized hotel stays. This trend is defined as a collaborative economy and it’s redefining travel as we know it. But hotel brands can adapt to today’s collaborative economy by adopting some of its practices in their more established properties.

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The New Digital and Social Media Regime in Political Advertising

Digital and Social in Political Advertising
The explosion of digital and social media over the last few years has groomed these online channels to win over the 2016 election. This has caused a significant shift in political ad spending and forced it away from more traditional channels, especially TV, which for decades has claimed the majority of political advertising. As a result, the way that candidates now leverage digital and social media may ultimately determine the outcome of the election. For an in-depth look at how digital and social media are blazing a trail down the campaign trail, here’s our insight on how these online channels have become the most powerful in political advertising.

Americans Swayed Away from TV Ads
Television is no longer in control of political advertising. Viewers are starting to tune out political TV ads, which has made TV less effective at reaching and impacting audiences. Today, these former TV viewers are giving much more of their time and attention to digital and social media. This has made these online channels into more valuable and viable vehicles for political ads and messages. Yet despite TV’s decline, Forbes.com reported that 70% of political ad spend continues to go toward TV. It appears that TV’s staying power is largely due to competing campaigns continuing to spend millions of dollars on TV ads, which has led candidates to remain on TV because they fear losing any advantage that TV gives to their opponents.

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The Real Value of Big Data in Real-Time Marketing

The Real Value of Big Data in Real-Time Marketing
Right now, real-time marketing is having its moment as the way to reach consumers at just the right moment. Today’s real-time analytics has made it simple for brands to reach consumers with relevant, timely messages before the competition does. And thanks to Big Data, real-time marketing has gotten more responsive and rapid than ever. To see why Big Data is making such a big impact on real-time marketing, MarketingTechBlog.com posted the digital details.

While traditional marketing was based on a pre-determined schedule of strategies and a mass-market mentality, real-time marketing revolves around connecting with consumers by their personal behavior, location, demands, and desires. Another benefit of real-time marketing is how it allows for maximum personalization in every communication.

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Oi’s New Voice-Responsive Logo Responds to the Need for Personalization

Oi’s New Voice-Responsive Logo Responds to the Need for Personalization
Have you heard about the new interactive logo for Oi that has everyone talking? The Brazilian telecom company has a new logo design that becomes uniquely animated by sound to appear different to each person who speaks to it. This results in a logo with as many variations as the people who engage with it. Adweek.com shared more about this interactive identity that speaks to the trend toward personalized experience.

To design the digital trademark, Wolff Olins worked with digital art and design studio Onformative to develop custom software that allows the logo to be activated by any sound at all, from human voice to music. Yet the look of the logo differs by the type of sound produced. And each unique version can be saved by its user.

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5 Ways to Make Email Calls to Action Get More of a Reaction

5 Ways to Make Email Calls to Action Get More of a Reaction
Marketers often call email a tried-and-true marketing tactic, but what often determines its success is the email’s call to action. Commonly called a CTA, a call to action captures a consumer’s attention and makes them act in a certain way. But, there are some savvy strategies to make CTAs in emails much more effective. Business2Community.com shared the following five ideas to make your CTA click with consumers.

1. Count on the Right Number of Calls to Action
If you think that the more CTAs you have in an email, the more engagement you’ll earn, think again. More isn’t always better, because having too many CTAs in an email can overwhelm readers or reduce the email’s overall impact. It’s usually better to have one compelling call to action that makes readers want act. If you feel the need for more, make your second call to action different by changing its placement, design, or color.

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Why Healthcare Brands Must Create Exceptional Content [Infographic]

Why Healthcare Brands Must Create Exceptional Content [Infographic]
How important is it for healthcare brands to consistently develop high-quality digital content?

Put simply: it’s really, really important. Consumer behavior has fundamentally shifted in the healthcare space over the past few years, and online content has evolved from a peripheral marketing tactic to a core engagement channel.

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How to Reach a Wealth of Luxury Travelers Today

How to Reach a Wealth of Luxury Travelers Today
Luxury travel is more popular than ever, but the demand has brought in a pack of competitors seeking a share of the wealth. As a result, luxury travel marketers are struggling to distinguish their offerings and reach the upscale traveler, especially since this market spends the least amount of time planning trips. But with a savvy shift in their travel marketing strategies, marketers can connect with affluent consumers in a meaningful and memorable way. Inc.com shared proven tips to retain current customers and attract an abundance of new clients.

The Value of a Connection
According to luxury travel experts, crafting a more concise marketing message that prompts a positive emotional response helps to distinguish a marketer’s services and provoke some kind of action, from an initial conversation to a direct conversion. By creating short-form content that’s relevant and resonates, marketers are able to create a real connection with consumers.

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You Won’t Believe How Often Travelers Reach for their Mobile Devices

You Won’t Believe How Often Travelers Reach for their Mobile Devices
Wonder if mobile really matters to travelers? The answer is a resounding yes. According to data from Think with Google Travel Trends, travelers frequently reach for mobile devices for a variety of travel activities. The Google data found that travelers arrange their activities into micro-moments, from want-to-know moments to want-to-go moments. To manage each of these micro-moments, travelers tend to reach for the most convenient device, which is usually a mobile one. To see how mobile has become a must for both travelers and hotel marketing experts, Timpeter.com explored this mobile connection.

Mobile is the Answer for Travelers
This travel data shows that a growing number of people are using mobile devices to plan all aspects of travel. And this travel planning is comprised of arranging brief micro-moments at multiple times on mobile devices.

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4 Things Highly Effective B2B Content Marketers Do Differently

4 Things Highly Effective B2B Content Marketers Do Differently
What separates successful B2B content marketers from the rest of their peers? Which strategies and tactics are paying off for these top brands?

To find out, the Content Marketing Institute and MarketingProfs examined what best-in-class companies do differently as part of their B2B Content Marketing: 2016 Benchmarks Study. The report was based on data from a survey of 1,521 B2B marketers based in North America.

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How Pantone Colors Our Trends and Times

How Pantone Colors Our Trends and Times
Have you noticed how suddenly everything from clothing to couches is colored in soft shades of blue and pink? That’s because Pantone selected the shades of Rose Quartz pink and Serenity blue as 2016’s Pantone Colors of the Year. Each year, the color company chooses hues that set the trends in color for fashion, retail, design, and decor. Their selections are based on the insights of color psychologists and color economists who discern the emotions that colors prompt, as well as current societal shifts. And these choices have a huge influence on our personal visual preferences. For a look at how Pantone colors the choices of the world, Hubspot.com shared the dazzling details.

Shades of Pantone’s Past
In the 1950s, Pantone began as a company committed to creating color charts for cosmetics, fashion, medical, and industrial companies. But at the time, there was no standardized system of color, which led to great color confusion.

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