Advertising and Marketing Blog

Is Retail Shopper Tracking in Store for 2017?

Is Retail Shopper Tracking in Store for 2017?
This year, retailers may be in store for better shopper tracking and analysis with the arrival of Zebra technology. Up until now, brick-and-mortar retailers didn’t have the same kind of tracking information about shoppers’ in-store habits as their e-tail rivals. But, Zebra could bring that purchasing power directly to retailers through the installation of in-store sensor grids that mix video with radio frequency ID product tags and mobile device signal tracking. The technology is already being tested by a few retailers, but interest is expected to rise after its debut at the recent National Retail Federation “Big” show. AdAge.com shared the details behind the technology.

Experts say that one of the biggest problems with brick-and-mortar retail is obtaining real-time information about the customer experience in the store. Retailers just don’t have the same amount of digital information as e-tailers about shoppers’ behaviors while in the store. They also only have about half as much inventory accuracy because they have no way of knowing if they’ve lost a shopper due to a lack of inventory or a competitor’s price. As a result, retailers have been at a major disadvantage and it’s hurting their bottom line.

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5 Ways to Really Improve Your Real-Time Marketing

5 Ways to Really Improve Your Real-Time Marketing
It’s time for brands to get real about real-time marketing. Companies can no longer afford to wait weeks to react to breaking news or feature the same trend in ads for months. Thanks to the internet, it’s now possible to gain immediate access to anything at any time. The internet also ushered in the demand for a real-time response to everything, including advertising and marketing. As a result, marketers need to have fast responses to mainstream events or they’ll miss out on many engagement opportunities. In fact, recent research revealed that using real-time marketing methods helped 81% of brands increase customer engagement, and 73% of respondents improve their overall customer experience. Real-time marketing also allowed 60% of brands to boost their conversion rates. So, it appears that real-time marketing can make a real difference in consumer response, relations, and ROI. To help brands adopt real-time marketing tactics, MarketingProfs offered the following five tactics.

1. Stay Plugged in to Social Media
The only way to make the most of the most of real-time marketing is by staying constantly connected to the social scene. Follow all of the daily cultural buzz instead of only focusing on the major events. You never know when a fleeting cultural moment could offer the ideal marketing opportunity, so it pays to stay socially connected.

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Check Up on the Effect of the Audience Economy on Healthcare Media

Check Up on the Effect of the Audience Economy on Healthcare Media
Years ago, healthcare consumers had no other choice but to receive the general content that healthcare marketers assumed would help them. But the new focus on personalization and customer-centric care have changed the course of communication as more consumers are demanding relevant, meaningful information that lets them curate their own content. As a result, healthcare marketers now need to create the right kind of content in the right kind of context in order to connect with these consumers. This complete shift in communication has led to what’s being called the Audience Economy. It’s no longer enough for healthcare marketers to simply distribute basic content, they now need to develop content that consumers want to engage with. In the Audience Economy, the audience becomes the most important aspect and providing them with content that speaks to their needs and interests becomes all that matters in healthcare marketing. To help healthcare marketers benefit from the Audience Economy, MediaPost.com prescribed the best approaches.

A New Approach to Healthcare Marketing
In the Audience Economy, technology is one of a marketer’s greatest allies because it offers so many tools and tactics for learning what consumers want and for responding very quickly. For example, programmatic buying tools make it easy to respond to changes in consumer needs in real time. That’s because these tools provide the flexibility to instantly revise and target media, marketing content, and distribution based on a consumer’s preferences and patterns. In addition, other high-tech tools serve the Audience Economy by allowing marketers to send follow-up emails to consumers after they’ve engaged with certain content and encourage them to act.

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Should Flat TV Revenues in 2017 Be Watched with Concern?

Should Flat TV Revenues in 2017 Be Watched with Concern?
What’s in the air for U.S. TV ad revenues this year? According to a recent report from Deloitte Global, the nation’s TV ad revenues are expected to stay stable and remain flat throughout 2017. While this may be perceived as a negative outlook, it’s actually great news for TV because it shows that the industry will continue to withstand digital disruption and maintain its huge global popularity and profitability throughout the coming year. MediaPost shared more on these favorable findings specifically highlighting why flat revenues signal that TV is still highly rated among both audiences and advertisers.

A View of TV Revenues Today
Overall, Deloitte Global forecasted that that the total of U.S. TV revenues across all national networks, local TV stations, and cable channels will soar to $72 billion this year.

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Are Women Influenced by Influencer Marketing?

Are Women Influenced by Influencer Marketing?
Today, the word has spread that influencer marketing can be a very effective and efficient way for brands to reach consumers. But does this word-of-mouth marketing speak to the needs of women? At the end of 2016, the marketing influencer platform Bloglovin’ set out to see how female consumers really felt about influencer marketing content, whether it affected their attitudes and actions, and which influencer tactics would generate a negative female response. eMarketer shared the results of the study to show whether influencer marketing swayed or dismayed female consumers.

The Female Follow of Marketing Influencers
After polling more than 22,000 women around the world, the Bloglovin’ platform found that 54% of women actually went out and purchased a product after it was personally recommended by a marketing influencer. The results also showed that 45% of respondents started following a brand on social media after it was highly recommended by a marketing influencer.

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Do You Know the Best Ways to Market to Millennials?

Do You Know the Best Ways to Market to Millennials?
Welcome to the age of Millennials, where young adults in their twenties and thirties have completely cornered the market on marketers’ attention. This demographic born between the early 1980s and mid 90s is commonly known as “Generation Y” or “Gen Y.” So why have brands and marketers taken such an interest in Millennials? With 92 million Millennials in the United States alone, these young adults are forecast to spend more than $200 billion per year by 2017, and more than $10 trillion in their lifetimes. According to TrackMaven, this means that Millennials will soon have much more purchasing power than any other demographic or generation. And due to the huge size of this demographic, Millennials will become the primary consumers and completely redefine the entire global economy. No wonder marketers for every business and brand are so intently focused on this huge, lucrative market. To discover the right ways to reach these young adults, we’ve uncovered the most effective marketing strategies.

1. Get Millennials Engaged in Every Aspect
If you think Millennials are merely passive consumers, think again. According to Entrepreneur, these young adults want to be involved with a company and contribute to its growth. They want the businesses and brands they support to reflect their personalities and share their personal views. And they believe that engaging with a company is the fastest and easiest way to express their opinions and make their voices heard.

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4 Ways Healthcare Marketers Need to Treat the Patient

4 Ways Healthcare Marketers Need to Treat the Patient
While many industries long ago discovered the importance of focusing on the consumer, healthcare marketers have typically educated consumers only about the benefits and features of the products and services they were selling. While this may have served their purposes in the past, they probably would have been more successful if they had been striving to personally connect with their primary consumers—the patients. But now that a number of healthcare brands have started to realize the need for such a patient-centric approach, healthcare marketers are finally starting to make the patient experience their top priority. Now, the arrival of advanced healthcare technology and the emergence of the tech-savvy, empowered patient has made it more important than ever to focus on the patient’s experience. So rather than developing a healthcare marketing strategy that simply sells a product, it’s become smarter to show the many ways that a product will support and benefit the patient. MediaPost.com prescribed the following four tips to help healthcare marketers make all of their efforts all about the patient.

1. Treat Patients with Empathy
It’s vital for healthcare marketers to understand the patient’s health struggles in order to reach and communicate with them in the appropriate ways. This can be achieved by always putting themselves in the patient’s shoes and focusing on how they feel. Experts recommend developing marketing ideas that based on how the patient is feeling because it makes it easier to connect with them on a deeper, emotional level. Thanks to virtual reality (VR), healthcare marketing experts can both figuratively and literally experience what it’s like to be suffering like the patient. This can provide an abundance of valuable insight that improves content creation, patient communication, and marketing campaign performance.

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4 Ways Artificial Intelligence Will Update Search and SEO

4 Ways Artificial Intelligence Will Update Search and SEO
Have you been searching for the biggest trends in SEO and search marketing? Then you’ve surely heard about the arrival of artificial intelligence (AI) in SEO and search, but you may not know just how to handle this new digital direction. Luckily, industry experts can help you. The Next Web has shared a real-world view of AI online and offered suggestions to help you get wise to the ways of AI.

A Blackout on Black Hat Tricks
Artificial intelligence will make it much simpler for search engines like Google to track and crack down on bad online behavior more often, so link builders and webmasters better beware. AI’s ability to quickly learn patterns will make it much faster and easier to be able to detect deceptive link schemes. This will allow more penalties to be administered to websites, and algorithm updates can be instantly updated to catch these shady practices. To avoid being penalized, companies must make sure they’re presenting quality links and properly optimizing their webpages.

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Why It’s Time to Call up Social Media for Customer Service [Infographic]

Why It’s Time to Call up Social Media for Customer Service [Infographic]
When it comes to customer service, social media is always right. Today, social media is changing the way consumers interact with companies to such an extent that industry experts predict social media will be the future of customer service. According to a new infographic by Go-Globe called “Social Media and Customer Service: Statistics and Trends,” a whopping 90% of businesses will use social media for customer service by 2020. And with more than a billion consumers on Facebook and hundreds of millions on Instagram and Twitter, social media provides a phenomenal forum for direct communication between consumers and brands. No wonder customer service interactions have soared 250% on Twitter over the last two years. Along with serving as an effective way for consumers and brands to communicate, social media is also surprisingly efficient. To understand the growing popularity of these platforms for customer care relations, Business 2 Community reported on why social responds so well to customer service.

Social Media Is a Valuable Virtual Vehicle for the Customer Service Journey
It’s no longer enough for a business to listen to a consumer complaint, customers now demand a response directly from the company. This used to cost businesses a lot of time, money, and resources because they had to build, staff, and operate customer call centers. Also, it cost customers time waiting to reach the proper departments and speak to the right representatives.

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6 Email Best Practices for Travel Brands

6 Email Best Practices for Travel Brands
Email may be relatively old school for digital, but it remains essential for travel brands.

A survey of B2C marketers found that email ranks as their most used and most important content distribution channel, ahead of all social networks as well as traditional media such as print.

The problem for marketers when it comes email isn’t that it’s fading in importance, but rather that it’s increasingly competitive. According to projections, email volume worldwide was expected to increase by 5% in 2016, and again jump by 5% each year through 2019.

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Analytics Will Treat the Healthcare Market to $33.5 Billion

Analytics Will Treat the Healthcare Market to $33.5 Billion
The digital revolution has steadily worked its way through practically every industry and now it’s expected to bring huge financial benefits directly to healthcare marketing and MarTech providers. According to the report, Healthcare Analytics Global Market–Forecast to 2022, healthcare marketers and brands are predicted to garner a whopping $33.5 billion globally by 2022. This billion-dollar windfall will be largely attributed to the prevalence and popularity of healthcare analytics spending. TargetMarketingMag.com explained how digital technology will continue to pay off for healthcare marketing for many years to come.

The U.S. Will Stay at the Center of Spending
Interestingly, Research and Markets reported that the U.S. will be dispensing most of the billions, with a number of major American companies receiving a share of the dollars, such as IBM, Oracle, Cerner, Epic, McKesson, Information Builders, Optum, MedeAnalytics, Verisk, and Allscripts healthcare solutions. Why will so much spending occur in the U.S.? Experts say that the primary reason this will happen in the U.S. is because of a wave of legal mandates from federal regulation, such as the Affordable Care Act.

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6 B2B Marketing Trends That Mean Business in 2017

6 B2B Marketing Trends That Mean Business in 2017
It’s time for B2B marketers to take care of business and finalize their marketing strategies for 2017. There are currently some major issues that need to be addressed, so many B2B marketers are looking to the trends of the times to understand which tools, tactics, and topics will matter in 2017 to know just how to make the most of their marketing efforts. To highlight the top trends and show how to use them, we found the six strongest trends in B2B marketing and offered ways and wisdom to effectively put them to work.

1. Content Is Delivering On Demand
A recent study conducted by Mattermark and Drift found that 80% of the 50 fastest-growing B2B companies had their own blogs or similar types of online publications where they could feature a steady stream of content. The study also showed that more than 50% of the companies incorporated calls-to-action into their online content to drive online readers directly to their products or services. It appears that today’s consumers are craving content, so they’re seeking and sharing sources of relevant, interesting content and visiting them frequently for regular content updates. As a result, businesses that supply a steady stream of content are continually attracting website traffic and gaining additional opportunities to earn customers and sales.

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5 Persuasive Influencer Marketing Trends for 2017

5 Persuasive Influencer Marketing Trends for 2017
In 2016, influencer marketing became one of the biggest trends in the industry as brands discovered that what a social influencer had to say could sway the attitudes and actions of consumers. Influencer marketing is essentially a form of marketing where brands use key industry leaders to share a brand’s mission and message with their very large group of followers. So rather than market directly to consumers, brands simply hire and pay these influencers to spread the word about their company and recommend their brand to the people who trust and follow their advice. In addition to helping a brand reach new and larger audiences, a respected social influencer can increase a brand’s credibility and help a company earn the trust of their followers. As a result, brands of all sizes and scopes are now searching for new ways to leverage the power of social influencers to increase awareness about their company among their target audience. So while the marketing industry will continue to quickly evolve, most experts believe that influencer marketing is here to stay and sway. But exactly how will this word-of-mouth marketing influence the industry in the coming year? Get a peek at the predictions on the platforms, products, and practices that influencer marketing will inspire in 2017.

1. The Persuasive Power of Influencers Will Expand and Evolve
While brands used to merely send press releases to bloggers, technology has ushered in more creative and compelling ways to collaborate with social influencers. According to Social Media Today, content marketing has moved from basic blogs to more media-rich channels like Instagram and YouTube.

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How Airbnb’s Growth Is Threatening Hotels

How Airbnb’s Growth Is Threatening Hotels
According to a new report from Morgan Stanley Research, a recent survey showed the increasing threat that Airbnb is posing to both traditional hotels and online travel agencies (OTAs). But the danger is worse for hotels because Airbnb’s usage has grown faster than expected and hotel occupancy has been on the decline. Industry experts said that Airbnb presented twice the threat to hotels in 2016 than previously predicted. This competitive threat will only increase in the coming years. Skift explained just how Airbnb has developed as a major threat to hotels.

Why Airbnb Is Viewed as a Hazard to Hotels
The report was based on survey data gathered from more than 4,000 consumers in the U.S., France, UK, and Germany. The data revealed a rapidly rising adoption of Airbnb, with much of that demand coming at a cost to hotel occupancy.

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How Can You Connect with Each Generation on Social Media?

How Can You Connect with Each Generation on Social Media?
In this age of social media, every generation, from Generation Z to the Baby Boomers is using some kind of social media. In fact, there are currently 2.3 billion social media users around the world, and that number seems to be increasing each day as more and more people discover the convenient connection and instant access that social media offers. While marketers once only relied on a single strategy to reach everyone on social media, the trend toward personalized content and targeted brand messages has completely changed the way marketers reach different generations on various social media platforms.

Today, each generation has unique patterns and preferences on their favored social platforms, as well as their own ways to engage. That’s why marketers must develop a different form of social content for each generation in order to reach and resonate with that target market. To show marketers how each generation chooses and uses social media, WebPage FX created a targeted and timely infographic called “Spanning the Decades: How to Market to Each Generation on Social Media.” This graphic highlights the gigantic generational gap on social platforms, including facts like, 87% of Millennials use Facebook, half of Generation Xers have a Twitter account, and 58% of Baby Boomers visit a brand’s website after seeing them on social media. Hubspot featured the top findings from the infographic to show the growing need to market to each generation differently on social media platforms:

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