For healthcare brands and providers, email marketing has become more important than ever.
In an age of ever-changing social platforms and new communication methods, email remains a reliable, powerful digital marketing channel that continues to connect with all demographics. In fact, a recent survey found that more than two-thirds of US consumers of all ages still want to receive brand communications via email, including the majority of Millennials, Gen Xers, and Baby Boomers.
However, to succeed with email marketing it isn’t enough to merely quickly craft a message and hit send. Connecting consistently with audiences—especially in the healthcare space—requires a well-considered strategy and high-quality execution.
In recent years, marketers have gotten really serious about virtual reality (VR) and set their sights on using it in their marketing campaigns. With estimates of virtual reality soon becoming a billion dollar industry, marketers have started exploring opportunities to leverage VR technology to market to consumers and to stimulate engagement. With more VR headsets steadily arriving in households today, VR marketing has the potential for much greater reach and response. To help marketers use virtual reality to maximize their marketing, OnlineCMag.com shared five really effective VR marketing campaigns.
Volvo has made VR a really important part of its daily operations. The automaker even created a special VR app to promote the debut of its new XC90 SUV model. The app lets consumers virtually experience the sensation of a high-speed test drive in the actual vehicle. Industry experts have said that this could possibly redefine the test drive in the future.
Last year brought some graphic design trends that were truly the picture of progress. To draw some inspiration for graphic design in 2017, iamwire.com looked back at these works and wonders of graphic genius. We’ve taken a cue from their selections, and added our own insights.
Everything old is new again. Graphic design inspired by a certain time period is popular, ranging from the Belle Epoque and Art Deco of the early 20th century to the bright colors and fun geometric designs of the ’80s and ’90s. After all, classic styles never stop inspiring designers.
Jacquelyn Marks, the search marketing campaign manager at MDG Advertising, is now a Bing Ads Accredited Professional, validated by the Bing Ads Accredited Professional program. According to its website, the program offers training in optimization and management of ad campaigns on Bing. To be accredited, the professional must be an active customer of Bing Ads and pass a 100-question exam.
Bing.com is Microsoft’s search engine, and ranks as the second most popular in the United States behind Google.com. Though Bing may not be the top-of-mind search engine for most people, it enjoys a 22% and growing share of the search engine market. Microsoft is leveraging its popular products to pose a greater challenge to the leading search engine. Bing is integrated with Windows 10, the “Cortana” voice-activated personal assistant, the Windows phone, the Surface tablet, and the Xbox One gaming console. Microsoft also has strategic partnerships with AOL, Yahoo, and other companies to increase the reach of Bing Ads.
When other airlines stopped serving complimentary in-flight snacks, JetBlue flew to the rescue by always giving its passengers free unlimited bags of goodies like chips, cookies, and crackers. This generous gesture propelled the airline to become a favorite of travelers. While those who have flown JetBlue are well aware of these complimentary snacks, some people still don’t know about this rare in-flight perk. To feed their need to spread the news about these all-you-can-eat snacks, JetBlue launched a savvy snack promotion that people are literally eating up! The airline recently rolled out a completely edible paper ad, created by MullenLowe, to give people a taste of the free snacking it’s packing. Hungry to learn more? AdWeek shared the details of this creative concept.
JetBlue has offered free unlimited bags of snacks to passengers on every flight since the airline first began. Now, the company has decided to share the snacking it offers in a clever, creative way. To accomplish this, JetBlue placed its very first edible paper ad in the New York Post. The ad was made out of potato starch, vegetable oil, glycerin, and water. The edible ad featured a message about JetBlue’s all-you-can-eat snacks and was actually printed on paper that readers could eat. It included a line of copy stating that JetBlue wasn’t saying that people should eat the paper ad, but it was possible if they wanted to.
It looks like the color green has officially earned the green light from Pantone, and has been named its Color of the Year for 2017. What gives this company’s color choice such collective clout? Pantone is the 54-year-old global expert on more than 10,000 shades. Every year, leaders in fashion, design, retail, marketing, and media anxiously await Pantone’s pick of a preferred color, which will have a huge impact on the decisions and the directions of style-centric industries throughout the coming year. Pantone’s Color of the Year for 2017 was recently revealed to be a bright shade of yellowish-green called Greenery. The bright, yet natural, shade is often seen in garden foliage on leaves of plants and blades of grass. Naturally, the soothing shade of green is supposed to invoke a sense of growth, renewal, and connection with nature. And the color green’s association with ecological awareness is also meant to inspire a feeling of hope for a better political, social, and environmental landscape. AdAge shared more on what colored the Pantone’s choice of Greenery for its Color of the Year.
The Growth of Greenery
According to executives at Pantone, Greenery is meant to fulfill the popular desire for revitalization and rejuvenation. It’s also intended to symbolize our need to reconnect with nature, each other, and a greater purpose in life.
The hotel industry has smartened up and is welcoming a new way to drive direct bookings called smart data marketing. This strategy calls for the balanced use of CRM and intent data points to leverage prior, present, and future customer data in order to generate more bookings and reach guests in the best ways. Recently, hospitality professionals gathered for a Google event, The 2016 Travelers Mindset Conference: Using Smart Data Marketing to Drive Direct Bookings and Lower Distribution Costs. At the conference, participants discussed how hotel marketing experts can use customer data to build a digital marketing plan that reaches the right people in a way that earns more direct bookings. Hotel Marketing explained smart data marketing, and shared highlights from the conference to help hotel marketers everywhere reach guests and bring in more bookings.
By introducing smart data marketing and integrating advanced Google products into a hotel marketing strategy, hoteliers are better equipped to close the 360-degree customer cycle of acquisition, engagement, and retention. While it’s important for hotels to hold onto regular guests, loyalty member guests, and prior visitors, smart data marketing enables hotels to leverage real-time targeting to reach prospective guests. These potential visitors include travelers that plan to travel now or in the near future to the location of the hotel.
As you plan for 2017, which digital trends should you budgeting for? What approaches will help make your marketing efforts more engaging and effective?
Deciding on what to concentrate on is no easy feat. After all, there are now seemingly endless digital channels and tactics available for marketers to invest in, including traditional platforms and emerging technologies.
To help you look past the fads and focus on what matters, we’ve combed through recent research & analysis reports to identify a few of the key digital trends that are predicted to have a major impact. This is by no means a comprehensive list, but each of these areas is one that every marketer should at least be thinking about in the year ahead.
At the beginning of every year, marketing experts forecast the trends that will define and dominate the industry throughout the coming year. In 2016, some of their predictions became realities, such as the ubiquity of mobile and the rise of virtual reality (VR). But, not everything they predicted lived up to their expectations, while other trends came along as complete surprises. eConsultancy.com took a look back over the last year in marketing to highlight the unforeseen trends that suddenly caught everyone’s eye.
The Roaring Return of Silent Video
Have you heard about the comeback of silent video? No longer a relic of the 1920’s, silent video suddenly came back into vogue to become a major marketing trend this year. With consumers’ increasingly shorter attention spans and the abundance of media choices, silent video captures attention without the need to utter a word. Even marketing master Apple used the silent concept in a social media clip for the release of its new iPhone 7. This trend toward silent video gives voice to the need for creative, compelling content that quickly captures consumer attention.
In recent years, the terms inbound marketing and outbound marketing have generated lots of buzz in terms of which practice is better for business. Before a direction can be selected, marketers must have a firm understanding of how each method works to see whether it will work for their goals and campaigns. To help marketers choose which method to use, SearchEngineJournal.com shared a look at the various aspects of each to provide a better idea on which practice is best for a business.
Why Outbound Marketing May Be on the Way Out
Outbound marketing is a more traditional type of marketing. It’s based on using direct and seemingly pushy methods of advertising, like TV commercials, print ads, outdoor billboards, magazine ads, cold calls, direct mail, email blasts, sales calls, and newspaper advertisements. The practice is based on sending out in-your-face announcements for anyone to see, regardless of their interest or likelihood to respond. The message can’t be adapted to the audience’s needs or actions, so it quickly becomes stale.
Too many marketers do the same things year after year and get the same results instead of implementing new strategies to increase their reach, standing, and revenue. But, in 2017 marketers can no longer afford to rely on their usual marketing methods. It’s time to start doing things differently and exploring uncharted channels and directions. For some helpful hints on breaking out of a frustrating marketing rut, the Association of Internet Research Specialists (AIRS) offered a few savvy strategies to maximize the success of your 2017 marketing plan.
How to Navigate the Marketing Maze
Marketing has completely changed in recent years, which has led to the need for a 360-degree view of marketing that includes digital, social media, content marketing, direct marketing, web analytics, PR, and print or online advertising. Companies unskilled in any of these practices should hire an experienced outside marketing consultant to provide recommendations or to help with implementation.
With 2017 quickly approaching, marketers don’t have time to wait to develop their social media marketing strategies. Social media is constantly changing and it can be hard to know if past efforts will result in future success. Luckily, Buffer recently released, “The State of Social 2016” report that surveyed more than 1,200 B2C and B2B marketing professionals from various industries to gain insight on their social plans for the coming year. TopRankBlog.com featured the top five takeaways from the social report to connect marketers to savvy social media guidance.
1. Invest in Video
With today’s short attention spans and desire for visual content, video has become extremely popular with consumers and a favorite source of information and entertainment throughout the digital space. Since it encourages social sharing, it provides marketers with unlimited exposure and reach. According to the study, 83% of marketers are interested in using video, yet most don’t have the time or resources to craft effective and engaging video content. In addition, 30% wanted to focus more on video for Facebook in 2017. So there’s never been a better time for marketers to leverage the value of video, such as how-to videos, product demos, and customer testimonials.
Strategies for mobile marketing and customer loyalty have rapidly evolved over the years and left many unsure about the forecast for the future. In 2017, four trends have emerged in these two areas that both brands and marketers can’t afford to ignore. For guidance on making the most of mobile marketing and boosting customer loyalty in the coming year, AdWeek featured four marketing musts for a productive and profitable 2017.
1. Upgrade from Legacy Marketing to Single-View Technology
Leave legacy marketing behind because it is simply not effective at providing customer behavioral insights that can enhance campaign performance. Today, companies must have a single view of all of their online and offline systems across multiple media channels to build comprehensive behavioral profiles for each and every customer. In 2017, companies will need to integrate their technologies to sync behavioral and transactional data with individual personal profiles. This will be the only way to reach consumers in meaningful and motivational ways.
When social media first became popular, many social media platforms popped up to follow the timely trend. But today’s focus on multimedia has made some major social media networks want to be seen as more than just “social.” Snapchat and Facebook are two that are trying to change their perception as mere social media companies and re-position themselves as more comprehensive “media” concepts that offer brands more value. These two social media leaders want to expand the diversity of their offerings to earn more ad dollars, open more revenue opportunities, and make their industry evolve with the times. Adweek.com shared insight on how these social media leaders now want to connect more like media masters.
Increasing the View of Social Media
While most people think of social as just another media channel, today’s social networks have grown beyond online destinations into a regular part of normal Internet behavior. This evolution in our mindset and culture is now inspiring social media companies to follow along and evolve by defining themselves in broader terms.