Advertising and Marketing Blog

How an Advertising Campaign Revived a New York Hospital’s Brand

When a healthcare brand is in need of help, a new advertising campaign can do more than just help the brand survive, but it can actually make it thrive. This was the case with the North Shore-LIJ Health System. The New York-based healthcare system ran 21 hospitals and had more than 60,000 employees but was plagued by an ailing name. The healthcare system’s long name had become a challenge to say and made it impossible to remember. Something had to be done to keep the system alive. This led the healthcare organization to take immediate action by taking on a new name, brand promise, and healthcare marketing campaign. AdAge shared more on how the healthcare system now known by the name of Northwell Health was rescued by smart marketing.

The Prescription for Improvement
According to hospital executives, the healthcare system was facing enormous competition and watching many rival organizations open up right nearby. It had become absolutely crucial for the system to make its name, value, and difference widely known among the community in order to bring in patients before they chose to go to a competitor. The only way to distinguish their brand and benefits was by reassessing the way that their brands were being marketed.

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How Consumers Look at Online Reviews of Local Businesses

How Consumers Look at Online Reviews of Local Businesses
Now that the Web is filled with online reviews of all kinds of local businesses, many consumers choose to check them before choosing a business to trust. These reviews offer peer perspectives and give valuable information that can lead to informed decisions. Reviews share the past experiences of customers, provide answers to important questions, rate a company’s performance, and highlight its positive and negative traits. All of this personal insight can be priceless for consumers who can’t afford to make the mistake of trusting a bad business. To see if online reviews rate well with consumers, BrightLocal conducted extensive research of more than 1,000 US consumers and featured all of their findings in the Local Consumer Review Survey 2016 report. MarketingProfs reviewed all the results and shared the top takeaways to show if online reviews of local business are serious business to consumers and here’s the summary:

How Online Reviews Affect Approval for a Business
According to the report, 50% of respondents regularly let online business reviews influence their opinions on whether a company was good or bad. This figure was almost twice as high as in 2015. Additionally, more than 40% said that they checked online business reviews occasionally. And, only 9% of respondents said that online local reviews didn’t impact their decisions.

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Why Inbound Marketing Is Bound to Help Hotels

Why Inbound Marketing Is Bound to Help Hotels
Inbound marketing has become the “in” thing for hotels because it’s proven to be the most effective digital marketing method today. Inbound marketing is based on drawing people toward a business by developing and distributing quality content that piques their personal interests. The opposite of inbound is outbound marketing, where businesses buy search engine ads, purchase email lists, produce disruptive ads, and basically hope that customers find their company. Inbound marketing represents the new attitude in digital marketing that involves creating and publishing content that speaks to consumers’ needs and naturally attracts them to a company’s website where they can be converted into customers. Now that inbound marketing has become so popular, hotels have discovered its power and potential. They’ve also realized that having a well-developed content management strategy is the key to effective inbound marketing. To show hotel marketing experts why they must get in on inbound, Are Morch explained why inbound marketing is bound to take hotels to new heights.

Why Hotels Must Make Room for an Inbound Marketing Strategy
Most hotels have a very strong grasp of traditional outbound marketing strategies because it has made up the majority of their marketing budgets in past years. But these hotel marketing techniques tended to be interruptive, so they often annoyed consumers or were simply ignored.

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10 Credit Union Marketing Tactics That Will Boost Member Engagement

10 Credit Union Marketing Tactics That Will Boost Member Engagement
How can you increase member engagement with your credit union? Which marketing tactics will significantly boost awareness of your organization and interest in your products/services?

There’s clearly a lot to choose from. Today’s marketers can utilize a mind-boggling range of approaches, from tried-and-true traditional advertising media to brand new digital platforms.

While any number of these can help organizations, there are a few that are especially suited for credit union marketers because of their flexibility, cost, and impact.

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3 Reasons Marketers Must Go Mobile

3 Reasons Marketers Must Go Mobile
Now that mobile has moved into consumers’ daily lives, experts agree that it offers one of the greatest growth opportunities for brands. eMarketer reported that more than 50% of digital searches are conducted via mobile, while 66% of emails are opened and read on a mobile device. In order to take advantage of the potential of mobile marketing, it’s essential to devote the necessary resources for crafting a successful mobile strategy. For some help in securing these marketing resources, Business2Community provided three reasons why mobile is a must for marketing success.

1. Mobile Offers Insight into the Minds and Motivations of Consumers
Mobile consumers are focused on digital discovery and immediate access to information. Their mobile phones now let them engage with new products and brands at any time and from any place. Analysis of these mobile discovery and research practices provides valuable information about the conversion process. As a result, mobile gives brands a major advantage by offering greater insight into what consumers really want and how they engage through various media channels.

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How Much News Revenue Will Come from Native Advertising by 2018?

How Much News Revenue Will Come from Native Advertising by 2018?
Breaking news: native advertising will generate 25% of news media revenue by 2018. This shocking statistic was revealed in a recent study of news media companies by the International News Media Association (INMA) and the Native Advertising Institute (NAI). Even though it’s only been around for a few years, native advertising is already considered one of the most effective forms of advertising. In the coming years, it appears that native advertising will continue to earn both results and revenue, especially for news publications. Forbes reported on how native advertising will account for a newsworthy amount of news revenue by 2018.

Native advertising is a form of paid advertising content designed to look similar to the content surrounding it. The concept naturally evolved from the once popular “advertorial.” Native ads appear in both online and offline publications and are considered non-disruptive alternatives to more intrusive pop-up ads. As a result, they are more accepted by consumers than forms of aggressive advertising.

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Why 2017 Will Be Full of Surprises for Marketers

Why 2017 Will Be Full of Surprises for Marketers
With 2017 fast approaching, marketers are focused on what will be the new, novel, and next big trends in marketing. Luckily, HubSpot’s recent INBOUND 2016 marketing event featured ideas, insights, and inspiration from major marketing influencers about what to expect in the coming year. Prspeak.com shared their predictions to help marketers plan and prepare for a profitable 2017.

Visual Search Will Appear
Prepare to see videos, images, and other types of visual content in search results, prompting purchase decisions. A whopping 80% of consumers say they are more inclined to respond to content that features relevant images. As a result, optimizing images to suit every viewer, all forms of media content, and every digital device will become more important than ever.

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What’s the Top Marketing Tactic for Small Businesses?

What’s the Top Marketing Tactic for Small Businesses?
When it comes to marketing, small businesses get the biggest results from social media. Over 40% of small companies use social media methods to reach consumers and achieve business goals. This was one of the top takeaways from a recent survey of US small business owners by Vistaprint Digital. However, small businesses also relied on other successful online and offline marketing tactics. eMarketer shared the different marketing methods that are making a big impact for small businesses.

Top Online Tactics for Small Businesses
The survey showed that small businesses located in the US market their organizations online in the following ways:
• 53.3% use social media
• 32.7% use their websites
• 6.6% utilize digital ads
• 5% incorporate digital directory listings

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Is Your Healthcare Organization’s Social Media as Healthy as It Can Be?

Is Your Healthcare Organization’s Social Media as Healthy as It Can Be?
Social media marketing can work wonders for a business, but many healthcare providers and organizations don’t know how to get the best outcomes on social platforms. But these platforms provide businesses with such outstanding opportunities to generate exposure and engagement that it’s a mistake not to use them as part of your healthcare marketing plan. All this requires is creating high-quality content related to health and wellness, and then distributing that content on the proper social platforms. The way to know which platforms and practices are right for your healthcare business is to understand your audience and set up goals for your social efforts. To help your healthcare organization develop the right social strategy, Business2Community answered questions that will help you get better social media marketing results.

Which social media networks are best for a healthcare organization?
The best social networks for your business are the platforms preferred by your target audience. Rather than trying to be on every social network, choose the few that are most relevant and resonate with the audience you’re trying to engage. Start by using only one or two social platforms and do everything possible to achieve success on those networks. Then, you may want to consider bringing your message to other social platforms that also speak to your target customer.

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5 Credit Union Marketing Trends for 2017 [Infographic]

5 Credit Union Marketing Trends for 2017 [Infographic]
How can your credit union attract new members and boost current member engagement in the year ahead? Which marketing platforms and tactics should you be paying close attention to?

To find out, we examined a host of recent surveys, analyst overviews, and forecast reports. Out of all those recommendations and predictions, we selected a small set of approaches that have the potential to significantly help organizations of all sizes over the next 12 months.

Our findings can be found below, as well as in MDG’s new infographic, 5 Credit Union Marketing Trends for 2017.

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Why Advertisers Must Get to the Heart of Middle America

Why Advertisers Must Get to the Heart of Middle America
After Donald Trump’s stunning presidential win by securing the support of middle America, advertisers are still wondering whether they’re totally out of touch with this coveted demographic. Advertisers are completely rethinking their marketing strategies, from how they gather customer data, to their tactics for hiring staff, and the ways they promote their products. The Wall Street Journal explained how the 2016 election has advertisers electing to change their marketing to resonate more with middle American voters.

Some marketing experts say the problem lies in programs focused on aspirational imagery. Instead of highlighting how the elite use their products, they realize they need to spotlight use by the average American.

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What Are the Secrets of Brands with Cult Followings?

What Are the Secrets of Brands with Cult Followings?
How do certain brands inspire loyalty and devotion from their enormous fan clubs? It all comes down to savvy marketing tips that brands strategically use to build the brand and connect with consumers. Rather than guess what’s best, it helps to look at these leading brands that have achieved a cult-like following and follow in their marketing footsteps. HubSpot took a closer look at these popular brands to discover the secrets to success that can be used to build bigger and better followings.

1. Southwest Airlines
When the airline refreshed its branding, they used the opportunity to create media buzz by sharing every detail of the rebranding process, including their reasons for rebranding and the challenges they encountered. This allowed them to own their rebrand and reinforce their refreshed identity.

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The 20 Digital Marketing Influencers Worth Following

The 20 Digital Marketing Influencers Worth Following
If you engage in any form of digital marketing, then you’ve most likely heard of, and probably follow, the top digital marketing influencers on the web today. The leading online voices have a huge online presence that’s only surpassed by their massive influence and digital marketer following. But, just who has the greatest impact on the decisions and discussions of US digital marketers today? Whose insights and ideas hold the most power and pull? And, why are these particular online influencers so appealing and addictive to marketers? Apollo Target conducted extensive research to find the top 20 digital marketing influencers ruling the web right now. These digital marketing mavens publish the most shared marketing content and have the highest numbers of followers on Twitter. For a look at the 20 people whose views and voice matter when it comes to marketing, MarketingProfs shared this list of digital leaders:

Providing Direction to Digital Marketers
The ever-changing world of digital marketing means there’s always a new technique, tool, or tactic available promoting marketing messaging. But the extremely rapid rate that new ideas and innovations arrive on the digital marketing scene can make it difficult for marketers to keep track of what’s new. This has led to the rise of digital marketing influencers who share the latest news and their personal views on all topics of digital marketing. And as this report clearly shows, a huge number of digital marketers are relying on these professional peers to keep them informed of the latest trends and leading tips for digital marketing success. Their opinions and observations provide a better understanding of the inner workings of digital marketing, and help marketers achieve more effective and efficient results.

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Is Social Media the Link to Successful Product Launches?

Is Social Media the Link to Successful Product Launches?
Marketers have started to disregard TV when launching new products, and instead are now channeling their efforts into social media. But, TV isn’t the only channel being left in the dark for social media. Sales promotions, public relations, and email campaigns are also often being ignored as social media is becoming today’s primary platform for product launch marketing. In recent research from Five by Five, 74% of brand marketers shifted to social media for product launches. The study also found that many companies around the world are making social media their product launching preference. MarketingWeek posted more from this marketing survey and shared why social is generating buzz for product launches.

Social media’s emergence as a must for product launch marketing was evidenced by the responses of more than 700 product marketers in the US, UK, and Australia. The researchers found the following surprising statistics: CONTINUE READING THIS CONTENT »

Marketing Medical Tourism Improves Lives. And Revenue.

Marketing Medical Tourism Improves Lives. And Revenue.
It’s no secret that the healthcare industry is one of the fastest-growing industries today. But did you know that medical tourism is also growing exponentially? When patients travel from one country to another for the primary purpose of medical care, this is known as medical tourism. Patients Beyond Borders estimates the industry’s market size worldwide to be anywhere between 45 and 72 billion dollars (USD).

Rising standards of healthcare around the world, and soaring costs at home, have made medical tourism a viable option for people in the United States. Citizens and residents often seek care overseas to save money or get medical procedures not available in the US. Foreign nationals living in the US may also prefer to receive medical care in their countries of origin.

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