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5 Reasons Why Yesterday’s Marketing Won’t Work On Today’s Millennials

Yesterday’s Marketing Won’t Work On Today’s Millennials Millennials are redefining the practice and tactics of marketing today because they consume media and messages much differently than other audiences. The tried-and-true tactics are not tired and uninspired, so brands need to evolve with the times and the trends to reach this younger audience. Millennials are only between the ages of 18 and 35, but this demographic is three times the size of the Generation-X group and will have a collective purchasing power of $2.5 trillion by 2015. Earning their business today can lead to loyalty and brand preference tomorrow. But since two-thirds of Millennials think marketers don’t understand them and most ignore emails from unfamiliar brands, it can be challenging for marketers to connect with these consumers. This subject stole the spotlight at Forrester’s Forum for Customer Experience Professionals East where industry professionals revealed the right ways to reach this Millennial market. LuxuryDaily.com featured the five trends they thought Millennials were bringing to marketing.

  • The Collapse of Campaigns: It appears that long-running campaigns don’t suit the short attention spans of Millennials. As a result, brands need to alter their approach and replace their continuing campaigns with real-time, relevant content delivered in a fast and frequent manner.

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New Facebook Features Improve Direct Response Marketing

Facebook Features Improve Direct Response Marketing
In response to the need for better direct response on social media, Facebook has answered advertisers’ demands by enabling the display of multiple products in a single ad on both mobile and desktop versions, as well as improving the Custom Audiences feature. Together, this will allow advertisers to create a carousel of different products all in one ad unit that can be targeted to appear in the News Feeds of select audiences. Now that Facebook has tweaked its targeting technique, this presents an outstanding opportunity for brands to improve the reach and relevance of their social media ads to achieve greater social sales and success. InsideFacebook.com featured more on this advertising answer.

With this advanced targeting technique, brands advertising on Facebook will have the power to more effectively reach the precise people who have browsed their site without making a purchase. Brands will be able to better focus on specific segments and build highly targeted audiences for individual products.

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Lincoln is Revving Up Interest in New MKC Model with Virtual Test Drives

As automakers race to dominate the road, Lincoln is rolling out its new MKC model with a streetwise campaign that lets drivers experience the vehicle virtually. Lincoln has taken a digital direction by designing Dream Ride, which allows consumers to test, try, and take in all of the features and fun of the model through a virtual test drive with celebrity chauffeur, Sam Page. So rather than sit back and watch a TV ad, consumers can take a real-time ride in their very own virtual vehicle as they’re chauffeured and shown the car’s features. To see how this concept is right on track with digitally driven car buyers, PSFK.com went behind the wheel.

Since the 2015 Lincoln MKC is packed with advanced technology, Lincoln felt that experiencing these features was the best way to explain them. Its high-tech traits include the Lincoln Drive Control system that matches the mood of the driver to the vehicle’s handling, along with Active Park Assist for navigating into and out of narrow parking spaces.

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4 Ways to Make Your Content Marketing More Creative

4 Ways to Make Your Content Marketing More CreativeThere is an odd paradox inherent to content marketing: You want what you create to be viewed and shared as much as possible, yet many of the tactics that spark engagement are viewed with skepticism by powerful discovery/distribution platforms such as Google and Facebook.

Put another way, content marketers must somehow manage to get a lot of clicks while not creating “click-bait.”

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The American Consumer: The Latest Demographic Details

A Picture of American Life by the Numbers- demographicsMarketing is a numbers game, from statistics to logistics, and demographics to traffic. But with data delivered at a constant rate, it can be challenging to keep up with the latest rundowns. Luckily, the American Consumers Newsletter by New Strategist Press has been collecting the latest trend metrics and empirical evaluations on the lifestyles of Americans today. MediaPost.com featured the findings to help marketers calculate and create their segmentation strategies.

Population Projections and Birth Rates
According to the American Demographics Strategist Press report from June 2014, the U.S. population changed little last year and remained at 8% below the all-time high of 4,316,233 in 2007. Yet closer analysis of the report revealed that the fertility rate fell to a new all-time low of 62.9 births per 1,000 women aged 15 to 44, which is a whopping 9% below the fertility rate in 2007. In addition, the first-birth rate in 2013 plummeted to an all-time low, reflecting the declining rate of women entering motherhood in every age group under 30. This indicates that young women are hesitant to have children and that the overall number of births only remained steady because older women are racing to have kids before it’s too late.

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Hotel Reviews and Loyalty Programs are Keys to Getting Business Travelers In the Door

Hotel Reviews and Loyalty Programs are Keys to Getting Travelers In the DoorHotels want to stay at the top of travelers’ lists, but with so many factors today affecting where travelers select to stay, it can be hard for hotels to know what makes travelers book or look elsewhere. Luckily, a new study presented at the Hospitality Sales and Marketing Association International’s Revenue Optimization Conference offered insight into the factors and features that bring in business travelers. It featured some welcome news to smaller hotels on how the quality of their reputation was more important than the quantity of their properties. Considering how business travelers tend to take numerous trips each year, they serve as a steady source of bookings for hotels year-round, as well as a bounty of business in the off-season. That’s why hotel brands of all sizes need to understand what influences business travelers so they can work to earn their business. To see what business travelers check out before they check in, HotelNewsNow.com featured highlights from this hotel study.

“It is actually crucial these days to understand all the factors that may influence the willingness to buy so that as revenue managers, we can make the right pricing decisions, both tactically and strategically,” said Kelly McGuire, executive director at hospitality and travel global practice for SAS Institute and co-author of this new hotel study. “We look at our business in terms of our demand forecast and our pricing, but consumers buy a little differently. They’re looking at our price and our competitor’s price, but they’re really assessing value and quality.”

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Say Hello to “Buy Now” Buttons on Twitter

Say Hello to “Buy Now” Buttons on Twitter Shoppers are all atwitter now that “Buy now” buttons are appearing in tweets on Twitter. These buttons first popped up last week in tweets featuring various products that all linked to a shopping site called Fancy. Mashable.com bagged more of the details to show how Twitter is trying to buy into e-commerce to bring more shopping to social media.

While the industry has been buzzing about the possibility of “Buy now” buttons on Twitter for months, the social media network has yet to comment on the shopping subject.

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How Social Media Scored a World Coup with the World Cup

How Social Media Scored a World Coup with the World Cup
Social media was the ultimate winner of the World Cup as the final match set a slew of new social records. Not only did Germany’s win shatter global records on Twitter, but it also took the title of the biggest sporting event ever on Facebook. TheGuardian.com posted the play-by-play on these virtual victories.

On Twitter, Germany’s 1-0 victory kicked up tweets to 618,725 per minute. This swiftly beat the prior tweet record of 580,166 per minute, which was set during the team’s 7-1 semi-final bashing of Brazil. Yet the final game’s tweet total of 32.1 million tweets couldn’t match the record of 35.6 million tweets sent during that semi-final face-off.

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Ignore These 5 Retargeting Mistakes at Your Own Risk

Ignore These 5 Retargeting Mistakes at Your Own Risk
Retargeting has become a prolific technology in the advertising world. The ability to methodically serve targeted image ads to specific audiences provides an unparalleled opportunity for companies to build brand awareness while systematically recapturing previous visitors. Configuration of retargeting ad campaigns is relatively straightforward, but as with all pay-per-click advertising, there are many pitfalls that can seriously impede campaign performance. If you’re ignoring these five common retargeting mistakes, you could be drastically limiting the performance of your campaigns.

1. No audience segmentation.

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7 Steps for Analyzing Your Analytics Team’s Value

What is Your Analytics Team’s Value
Big data is a big deal today, which is why many more companies are boosting their budgets for analytics to help them handle their huge amount of information. In fact, a recent CMO survey showed that about 5.5% of marketing budgets are currently being spent on marketing analytics, yet that number is projected to rise to 8.7% by 2017. Despite that optimistic outlook, not all companies have a strong analytics team to track the trends, patterns, and solutions hidden deep within the data. Just as measuring data can make or break a business, companies must measure the effectiveness of their analytics teams to tell how well they perform. To see if your analytics team meets your marketing goals, MarketingProfs.com posted ways to gauge if your talent is good for your business.

1. They Ask the Right Questions – People search for data to solve problems, but analytics specialists must know the real nature of the problem before they can find a solution. The only way to find those answers is by asking the proper questions. That’s why the best analysts always inquire about company goals and any obstacles they want to overcome. These answers will determine the direction of their analytics.

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Millennials Are the Ticket to U.S. Leisure Travel Today

Millennials and U.S. Leisure TravelBaby Boomers have been the focus of the travel industry for the past decade because it was believed that they would have more money and time to travel as they got older. But after reviewing results from the 2014 Portrait of American Travelers annual survey by MMGY Global, the industry may want to change its agenda and start concentrating on the up-and-coming Millennial market. This group may only be between the ages of 18 and 35, but the survey expects them to spend incrementally more on travel than any other age group over the next year. As a result, Millennials will be a driving and dominant force in the ongoing recovery of the U.S. travel industry. TravelPulse.com featured more findings from the survey to show why the travel industry should “book it” to target Millennials.

“Six in 10 Millennials would rather spend their money on experiences than material things,” said Steve Cohen, vice president of insights for MMGY Global. “This is presumably one of the reasons we’ve observed the spike in their intentions with respect to leisure travel in the year ahead.” He went on to state that Millennials’ travel-planning patterns and preferences differ substantially from leisure travelers.

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See the Big Picture on the Power of Social Media and Native Ads [Infographic]

See the Big Picture on the Power of Social Media and Native Ads [Infographic]

There’s no denying that digital advertising has an impact on the minds of audiences, and now a new study gives insight into the minds of marketers to reveal that they deem social media ads and native promotions to be the most effective forms of digital advertising. The study showed some surprising findings about media selections and emotional connections. For instance, approximately three-quarters of marketers surveyed had used social media ads, email marketing, and native ads in previous campaigns. Yet while half of them thought that both social media and native ads had met their digital goals, only one-third felt the same about their email efforts. It’s important to note that the study was based on 300 marketers from Fortune 5,000 companies in 17 business categories, with only 11% from retail where email has proven especially effective.

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Shutterstock is Stocking NYC with Photos to Exhibit New Offshoot, Offset


New Yorkers should take stock of the artistic photos popping up all over city walls, not only for their beauty, but also because they’re a part of Shutterstock’s guerrilla marketing move to promote its premium photography brand, Offset. City-dwellers may be strolling along, and then suddenly stumble upon an outdoor art gallery stocked with traffic-stopping, eye-popping photos on vinyl pieces applied to exterior walls of buildings. These inspiring installations are set to rotate around New York City and pop up at locations completely unannounced. MediaPost.com displayed more of the details to show how this guerilla-marketing move should provide picture-perfect exposure.

Shutterstock is a well-known stock photo clearinghouse, but its high-end segment, Offset, is still new to the stock photography scene. Offset sets itself apart by focusing on more natural-looking photos that tell a story with their scenes. It spotlights inspiring imagery from famous artists and photographers, rather than pictures of posed models.

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6 Surprising Brands on Board with Pinterest for Social Media Marketing

6 Surprising Brands on Board with Pinterest for Social Media Marketing
A major mistake in marketing is thinking that Pinterest is only picture-perfect for certain kinds of brands. Many assume it’s only useful for fashion houses, baby brands, restaurants, travel firms, and wedding-centric companies. But the truth is that every brand has a place on Pinterest because every brand can share its story through the power of pictures. And since Pinterest is now the second-largest driver of social media traffic on the Web, marketers can’t afford to ignore this rapidly growing network. Of course, a brand must follow its audience to the social media networks they choose to use. While Facebook, Twitter, and LinkedIn have proven very popular, today’s huge interest in Pinterest makes it well worth exploring, especially by brands that think they don’t belong there. To show why Pinterest is the perfect place for every brand and business, Hubspot.com found six brands that exceed expectations on Pinterest.

  1. General Electric – GE may appear to be a traditional company, but they’re surprisingly open to trying newer methods of social media and content marketing like Pinterest. Their willingness has been worth it and they’ve proven prolific on Pinterest where they have consistently created content that sparks pinners’ imaginations.
  2. The Weather Channel – Few would have predicted that Pinterest would work for The Weather Channel, but the network is currently shining on Pinterest by pinning about much more than the forecast. Their pins span the spectrum of popular Pinterest topics, from travel to gardening to animals, which are all related to weather to a certain degree.
  3. Lowe’s – While ads for the home improvement store are mostly geared toward men, they’re having success on female-based Pinterest by pinning photos of projects for women. Lowe’s knows that females are fans of crafting projects, home improvements, and fun family activities, so they woo women by posting pins that build on these popular interests.
  4. Random House – Some say that book publishing is directly at odds with our digital age, but Random House is turning the page to bring classic penning to modern pinning. The publisher is leveraging the digital power of Pinterest to create boards for literature lovers that feature pins inspired by novels.
  5. Texas A&M – Higher education usually scores extremely low in social media, but Texas A&M excels in their use of Pinterest. They ace the space by creating boards built on school spirit that speak to Aggie alumnae. They pin photos of Aggie weddings and babies, plus build boards of tailgating highlights. It appears that college nostalgia puts the school in a class by itself on Pinterest.
  6. Petplan Insurance – People love pictures of animals, so Petplan Insurance uses Pinterest to pin photos of these furry and feathered friends. But they get creative with these creatures by adding fun puns and funny photos, which keep users begging for more.

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Health is at the Heart of the Apple vs. Google Smartphone War

Health is at the Heart of the Smartphone WarGoogle is now getting physical in its ongoing fight with Apple for a healthy share of the smartphone market. Their latest activity is the launch of Google Fit. This cloud-based health aggregator will let users collect and store all of their health and exercise data from various fitness trackers and health-related apps in one vast virtual space. With Google Fit, the search giant has its finger on the pulse of today’s health-conscious consumers since its launch is in sync with similar health-syncing products like Apple’s HealthKit. Forbes.com reported on how Google Fit should be the perfect fit for our fitness-focused culture.

While Google Fit has been under development for some time, news of the device’s debut came a heartbeat after Apple suddenly removed Google results from its Spotlight search feature on new versions of its operating systems and replaced them with results from Microsoft’s Bing and other providers. The Google vs. Apple rivalry has been raging for years, but this recent event may have sent Google racing to release Google Fit faster than expected. Regardless of the reason, it appears that health has a hold on mobile manufacturers and the giants are gearing up for war with their wearable fitness devices.

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