Dads are feeling like the odd man out in family product marketing campaigns. Despite the growing number and acceptance of stay-at-home dads, these men are feeling completely left out of family marketing efforts. This is especially true of the many mom-centric back-to-school marketing campaigns. But marketers need to man up and realize that more than 50% of dads play an active role in the family’s household and personal purchasing decisions, according to Yahoo Advertising research. MediaPost.com revealed why marketers need to give dads the attention they deserve.
Today, more and more dads are taking on either partial or full responsibility for household tasks, such as laundry, grocery shopping, and apparel purchases. And research shows that they tend to spend more than moms on back-to-school purchases. This makes stay-at-home dads a very lucrative target market.
When it comes to social media, travel brands should have no reservations in using it since it brings in more reservations. Travelers love to share their vacation experiences across social media platforms. They post photos on Instagram, share highlights on Facebook, put videos on YouTube, and give updates on Twitter. It’s a simple way to stay in touch and share their travel moments. Travelers also use social media to research destinations when planning future trips. It lets them contact properties personally and develop brand relationships. It’s easy to see that consumers use social media at every stage of the travel process. To help brands use social media platforms to increase their reach and results, mediapost.com explored these savvy travel marketing strategies.
Give a Response to Get a Response
Social media can be so beneficial for business, but many travel brands don’t realize that they need to be socially active to have steady social media activity. For instance, consumers asked U.S. travel companies almost eight million questions via tweets and Facebook posts during Q1 2015. Yet only an average of 18% responded on Twitter and 59% replied on Facebook. Travel brands must take social media seriously and invest the time and effort to engage on every platform. This gives travelers a great impression and builds brand loyalty.
Forget trying to keep up with all the changes that occurred in Internet marketing this past year. It would take you until this time next year just to list them. So instead of taking up a lot of unnecessary and valuable time, the latest infographic from MDG Advertising quickly details the content trends you most need to know about.
Today, it seems like every brand and business is thriving on social media. But if your business is new to the channel or only now considering joining, it can be tough to get noticed and start building up a following. But with a little creativity and smart social media marketing strategies, you can generate the sales and awareness your business is seeking on social. To give you a helpful head start, Entrepreneur.com shared some social media tips.
1. Share with SlideShare
While every one else vies for views on the popular social platforms, seek out secret gems like SlideShare. Small businesses can stand out from the crowd and really make an impression on SlideShare. The platform lets brands upload presentations that express their business and message. To start leveraging this site, develop a standalone presentation that tells an interesting story. Then, upload your work to SlideShare to let others discover your brand.
Research is sending the message that email remains a worthwhile way to connect with consumers. It may have been an early form of digital marketing, but email has remained extremely effective for all kinds of brands and businesses. Yet with new types of digital marketing constantly coming on the scene, many marketers may wonder if email still leads to success. Luckily, DMNews.com found an extensive amount of evidence that shows that email still clicks with customers. Take a look at this powerful proof to see which tactics remain the strongest and which trends are opening brand-new ways to use email to maximize digital marketing.
Remarkable Rates of Email Effectiveness
Email has endured because it continues to prove its performance. It has remained a valuable vehicle for reaching and retaining customers. According to McKinsey & Company, email is almost 40 times more effective than marketing on Facebook and Twitter for customer acquisition.
Social media has evolved from a helpful tool into a healthful one. Today, healthcare consumers log on to these networks for medical advice, patient feedback, recommendations, and peer support. As a result, the patients that healthcare marketing specialists ache to find can be reached and recovered on social media. These social networks are powerful online tools that let people discover and discuss information. And today, numerous conversations are devoted to health and wellness. By having a presence on these networks, healthcare providers and marketers can target prospective patients and engage them in a friendly forum. Healio.com featured more on how social media can help in healthcare marketing.
Searching for healthcare information is the third most common use of the Internet, according to Farris K. Timimi, MD, medical director of social media at the Mayo Clinic.
Even though Millennials are a young generation, they already are the driving force for the next generation of brands. This shift in the economy means that brands must start to represent the ideals of this audience. By capturing their attention and connecting on their level, brands can harness the power of this young, thriving market. One of the best ways to reach this audience is through the use of Instagram, because Millennials have a strong desire to share what they experience. They also largely favor experience more than extravagance, so the photos they tend to like focus on life instead of luxury. And Instagram is the ideal way to show their lives through photos. The platform began in 2010, but with its enormous popularity among the Millennial market, it currently has 300 million users around the world. Many digital marketing experts have discovered the power of Instagram and they’ve started using the platform to promote their brands to Millennials. But it takes more than posting photos to connect with this youthful audience, so MarketingProfs.com shared “marketing musts” for making Millennials follow your brand.
Get Real to Get Real Results
Millennials don’t want to see print ads on Instagram. They want to see photos of actual experiences. That’s why brands need to be authentic and express their personalities by sharing their missions through photos. Show what a brand cares about or places the brand has gone. Display photos of the lifestyle that captures a brand’s essence. And before posting any photos, take a careful look to see if they appear genuine. Then, only post the photos that feel completely real.
Today, more and more brands are giving GIFs a second look and making these looping videos a larger part of their social media marketing. With consumers’ short attention spans, short-form video is more popular than ever. And GIFs are visual vehicles that let brands express their messages with pictures instead of phrases. Even social media platforms have taken notice of the sudden growth of GIFs. Instagram has seen an influx of special GIFs called cinemagraphs. And Twitter released autoplay video that loops GIFs into the news feed. Plus, Facebook may soon allow brands to post GIFs to company pages. Now that GIFs have moved more mainstream, brands are leveraging looping videos to communicate their content. To see how GIFs can play to a brand’s needs for greater social engagement, Adweek.com repeated the value of these video clips.
Despite the digital age, people haven’t turned the page on paper. In fact, many industry niches are surprisingly strong. Companies that produce tissue and containerboard for cardboard boxes have seen steady sales and even slight growth over the last decade. Yet others that make newsprint and book paper have experienced a decline. But paper has remained a valuable vehicle, with many companies evolving its usage to facilitate digital demand. NPR.org explained how paper is still making its mark.
Paper Has Its Place and Purpose
Since digital gets all the buzz, many people overlook that paper is also a technology. Actually, it’s one of the most varied and versatile technologies with more than 20,000 uses. From books and magazines, to boxes and office products, paper provides both form and function.
Healthcare marketing is constantly focused on a seemingly endless number of digital tactics—from huge website changes to daily content updates—yet all too often, not enough time is devoted to a key marketing strategy that can quickly and measurably impact revenue.
So what is this extraordinary tactic? A fancy SEO trick? A groundbreaking new social media network? No, it’s simply this: a consistent focus on soliciting, managing, and responding to online reviews.
Hilton is staying ahead of the competition by being the first hospitality brand to give guests digital control of their stays. Guests at more than 4,000 Hilton properties across 11 brands worldwide now have the ability to check in, select their rooms from detailed digital floor plans, customize their stays with requests and upgrades, and check out with ease—all directly from their mobile devices. By 2016, guests will also be able touse their smartphones in place of their room keys in most of the hotels. This digital ease and access are in response to travelers’ desire for greater choice and control in their hotel experiences. HiltonWordlwide.com featured more on this digital debut.
Making Room for Digital
This digital direction is nothing new for the brand. The company introduced its original version of digital check-in more than six years ago. In 2012, Hilton released the first hospitality software application to let guests custom design their stays through their smartphones and tablets. Hilton is now striving to make additional digital enhancements about every six weeks.
With football season in the air, it smells like Procter & Gamble is ready to air a new ad campaign for Old Spice. In the new ad campaign called “Smellmitment,” the long-time official NFL sponsor is uniting its two iconic brand spokesmen, Terry Crews and Isaiah Mustafa, for the very first time. NYSportsJournalism.com featured more on the new advertising campaign that should give Old Spice a new edge.
The Fan-Favorite Stars and Scents
Crews and Mustafa are more than mere spokesmen for the brand. These former NFL players portrayed popular eccentric characters in their prior ads for the brand. Their distinctive characters were named for specific Old Spice scents. The three “scents” they played are among the brand’s most popular. Crews and Mustafa have been credited with breathing new life into the brand and introducing it to a younger audience.
Facebook is looking to launch its first drone to provide Internet access to rural and remote global locations. The solar-powered drone has been code named Aquila and testing of the aircraft is scheduled to start later this year. The drone is designed to provide Internet access to the 10% of the population without it by using a laser to send data to a base station in that area. Once transmitted, local ISPs will deliver the services to people in the area. These partnerships will free Facebook from dealing directly with customers. TheGuardian.com posted more on this progressive plan to get the world on the Web.
Airing the Aquila Aircraft
Once launched, the drone will need assistance to reach its high altitude, so special helium balloons will be used to lift it to its proper elevation. These balloons will be strong enough to lift the 880 lb. drone with all of its onboard communications equipment.
To get kids ready to hit the books, parents are hitting the stores. But while 90% of shoppers will visit retail locations, 45% will opt to shop online and visit via mobile devices. And even when shoppers buy in-store, one-third will use their mobile devices to compare selections and savings. In addition to shopping on mobile devices, parents will share the products and deals they find on numerous social media networks. In fact, 82% will post what they purchase on Facebook, while 40% will share via text. All of these facts and more were found in a very intelligent infographic created by Radium One. To learn more on how back-to-shoppers are taking a digital course, Adweek.com supplied highlights from the graphic to help retail marketing experts ace this shopping season.
Consumers love social media because it’s up-to-the-minute and breaks down the latest matters that matter to users. Its real-time, responsive nature also makes it appealing to marketers who are using it to share news and views about their brands with consumers. According to the new 2015 Wayin Real-Time Marketing Report, 64% of real-time marketers have leveraged breaking news on social media in the past year. And 78% of these brands have earned an ROI of at least 50% on their real-time marketing investment. Marketers are aware of how real-time marketing provides value across greater business goals, but they also believe that “real time” should be as immediate as possible. Unfortunately, most marketers feel they lack the resources to integrate user-generated content in immediate, impactful ways. To learn more about how marketers view and value real-time marketing, MediaPost.com revealed results from the timely report.
Real-Time Response Time
Marketers define “real time” in a few different ways, yet they all believe that response should come as immediately as it can. The report found that 49% of marketers think that response should occur within minutes, while 26% believe it should come in only seconds, and 18% feel a response within hours is fine.