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YouTube Advertising 101: What Marketers Need to Know

YouTube Advertising 101: What Marketers Need to Know
Are you curious about using YouTube as an advertising channel, but aren’t sure how to dive in?

You’re not alone. According to a recent survey conducted by Social Media Examiner, only 11% of marketers say they currently run ad campaigns on YouTube but 65% say they want to learn more about the network.

This curiosity is rooted in the fact that YouTube has become a highly effective platform for reaching modern audiences. The Google-owned service is video-centric (hundreds of millions of hours of video are watched on it each day), mobile-friendly (more than half of YouTube views come from mobile devices), and has huge global reach (it has over a billion users in more than 88 countries).

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Do Healthcare Marketing Experts Feel Good About Industry Changes?

Do Healthcare Marketing Experts Feel Good About Industry Changes?
The unique challenges of the healthcare industry make it hard for healthcare marketers to thrive. These challenges range from adhering to extremely high levels of regulation and understanding very complex sales processes, to staying current on the constantly shifting regulations and understanding consumer personal needs. All of these demands make the healthcare marketer’s job very difficult on a daily basis. In order to help healthcare marketers understand how they will be affected by the current changes in healthcare, Forbes went straight to the professionals by posing this question to Jody Bilney, Chief Consumer Officer of Humana, a leading health and wellbeing company that serves more than 13 million health plan members around the United States. Bilney shared the following insights on healthcare and the changing role of the healthcare marketer in today’s market and in the future.

How Healthcare Insurance Marketing Is Growing Up
According to Bilney, a unique quality of the healthcare industry is the way in which a healthcare insurance organization’s motives are in tune with the interests of its patients. By helping patients become healthier, the organization will incur lower costs and be able to invest more into growth and patients will be happier. Yet, with so many patients believing that healthcare insurance companies don’t want them to get well so they will continue to pay for care, one of the biggest challenges for healthcare insurance marketers is making patients understand that organizations really want to help patients achieve and maintain better health.

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How Amazon Is Making It a Jungle Out There for Retail Stores

How Amazon Is Making It a Jungle Out There for Retail Stores
Amazon has become so wildly popular with consumers that it’s threatening to make brick-and-mortar stores extinct. Since more and more people opt to shop online at sites like Amazon, big-box retailers and department stores have steadily lost in-store traffic, sales, and market shares. One of the reasons consumers are choosing online shopping is because it’s more convenient and comfortable than visiting brick-and-mortar stores. Another factor is that online retailers provide an outstanding customer experience that brick-and-mortar stores have failed to match. And now that customers can shop online on every type of desktop and mobile device, they have more options and opportunities in online retailers than ever before. But, it’s still possible for brick-and-mortar to survive in today’s online shopping environment. They simply need to know the right strategies and be willing to invest in new technologies to keep up with our digital times. Seeking Alpha explained why online shopping has gained such an advantage and how brick-and-mortar retailers can incorporate successful online tactics to survive in today’s retail jungle.

Explore Amazon’s Strategy for Success
Over the last decade, major brick-and-mortar stores like Macy’s, Sears, and J.C. Penney have lost billions of dollars in market share because they haven’t kept up with the trends and tastes of the rapidly-changing retail landscape. Meanwhile, the internet has made it fast and easy for shoppers to compare prices and purchase items from the comfort and convenience of their homes.

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3 Back-to-School Marketing Trends Worth Studying

3 Back-to-School Marketing Trends Worth Studying
Just as the back-to-school season brings children back to the classroom, the back-to-school shopping season brings consumers back to stores to purchase school-year necessities. This has made this purchasing period into the second largest shopping span of the entire year, after the popular holiday shopping season. And the amount spent during this back-to-school shopping season has risen by at least 10% each year over the last two years. This could mean that school spending will exceed $80 million if the trend continues this year.

The way for marketers to make the most of this lucrative shopping period is to understand the specific seasonal trends that drive the three main back-to-school shopping categories of consumer electronics, office and school supplies, and apparel. By having a firm grasp of these trends, it will be easier for marketers to develop smart marketing strategies for each of these categories. eMarketer.com examined 2016 data from the Bazaarvoice Network to highlight the seasonal trends and buying behaviors of back-to-school shoppers.

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Google’s New Posts Feature: Everything Local Businesses Need to Know

Google’s New Posts Feature: Everything Small Businesses Need to Know
Have you wanted to do more with your business’s listing on Google? Ever wished you could add timely information about events, sales, and product/service updates?

Well, now you can.

On June 22, Google announced that it’s rolling out Posts for businesses. This important new feature allows firms to create short, time-sensitive, content pieces that appear as part of maps and search results.

So, what does that mean for your digital marketing efforts? How exactly can Posts be created, used, and optimized?

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How CRM Tools Can Help Healthcare Marketers Engage Patients

How CRM Tools Can Help Healthcare Marketers Engage Patients
Now, even though most healthcare professionals have taken to heart that they need to improve patient engagement, they lack the proper tools to achieve this valuable goal. According to the first annual State of Consumerism in Healthcare report, healthcare providers ranked patient engagement as their top priority, yet only 18 percent currently had the necessary tools to effectively engage their patients. More than three-quarters of respondents felt that they didn’t have the ability to collect and analyze patient data well. In order for healthcare organizations to be successful today, they need to prioritize customized customer relationship management (CRM) that is unique to the healthcare industry, and adopt the proper tools to collect the most relevant data. This will allow them to improve the healthcare consumer experience. PR Daily supplied details on why CRM is so good for the healthcare industry.

Better Personalization and Value
Making consumers top priority can prove healthcare organizations, and offers a number of major benefits. For one, providers will be able to give consumers the personalized, relevant, and timely information they want. Secondly, taking a customer-first approach will help healthcare organizations develop consumer trust and a strong sense of loyalty. And last but not least, putting consumers first will allow healthcare organizations to greatly improve the services they provide.

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Why TV and Radio Get Higher Ratings Than Narrow Targeting

Why TV and Radio Get Higher Ratings Than Narrow Targeting
Media planners far and wide seem to only have eyes for narrow targeting on digital media channels. While this hyper-exact targeting allows them to track down specific prospects exactly when they’re prepared to purchase, its popularity has left the concept of widespread multimedia advertising almost completely in the dark. But recently, a major study on media impact and ROI by the Advertising Research Foundation (ARF) found that overlooking the predictable reach of legacy media led to significant sales declines. In addition, powerhouse Procter & Gamble revealed that overly narrow targeting on Facebook had completely stunted the brand’s growth. Advertisers are now looking beyond narrow digital targeting and opening their eyes and ears to the extensive reach provided by the dependable standbys of TV and radio. AdWeek aired more on how marketers and media planners are using to TV and radio to reach more customers.

Advertisers Are Turning Up the Volume on TV and Radio
It appears that many marketers and media planners are sharing this sentiment. According to reports, marketers are making budget increases of 26 percent for cable television, 25 percent for broadcast TV, and almost 20 percent for audio/radio compared to last year.

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Why the Future of Hospitality Requires Accommodating Generation Z

Why the Future of Hospitality Requires Accommodating Generation Z
While today’s hospitality marketing experts have been focused on reaching Millennials, a younger generation is growing into tomorrow’s travelers. Commonly known as Generation Z, this audience was born between the late 1990s and 2010 and they actually outnumber their slightly older Millennial peers. And according to Allied Market Research, young travelers are getting even younger, so Generation Z will be the future of hospitality. Since this young demographic already comprises 40% of consumers, marketers simply can’t afford to ignore this powerful, profitable market. Interestingly, even though they’re just a few years younger, Generation Z is very different from Millennials. Industry experts have referred to them as “Millennials on steroids.” EyeForTravel.com explained more about Generation Z and why hospitality marketers must make plenty of room for them in their upcoming marketing strategies.

A Departure from Millennials
Generation Z has its own unique personality and patterns, which marketers must pay attention to in order to target them properly. Speaking of attention, this audience has an incredibly short attention span—only eight seconds. This is clearly seen in their multi-tasking, multi-screen behaviors. This means that marketers will need to create content and messages that engage them very quickly or they’ll miss out on their moment with this market.

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Search Engines and Trip Planning: 4 Things Travel Brands Need to Know

Search Engines and Trip Planning: 4 Things Travel Brands Need to Know
For many travelers, search engines have become an essential resource for trip planning.

Platforms such as Google and Bing are now often where travelers turn to do everything from researching destinations to learning more about transportation/activities/accommodations and actually booking.

In many ways, this shift in behavior should be a boon for travel brands: the nature of search engines enables firms to reach consumers in a much more targeted way, and at a much lower cost, than previous channels.

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The Evolution Of Fatherhood: Meet Dad 2.0

The Evolution Of Fatherhood, Meet Dad 2.0.
Today, American dads are manning up to family responsibilities more than ever before. According to a recent study by the Pew Research Center, the nation’s dads have become much more involved in daily child care and household chores, while also attempting to balance the demands of the workplace. This shift may be attributed to the fact that the number of single dads and stay-at-home fathers has continued to rise over the past few decades. Unfortunately, there are also more children living apart from their fathers today. There’s no denying that the role of dads has become dramatically different. Fathers are now much more active in caring for their children, which has led to many modern challenges when it comes to balancing work and family. The Pew Research Center released some surprising findings about how dads have evolved as the man of the house.

1. As It Turns Out, Fatherhood is Fulfilling.
The study found that 57% of dads in America feel that parenting is now an essential component of their identities, which is almost equal to the amount of mothers that feel same. And rather than viewing parenthood as a burden, most dads enjoy the role of parenthood, with the research showing: CONTINUE READING THIS CONTENT »

Google SERP Tests Show Which Links Travel Seekers Visit

Google SERP Tests Show Which Links Travel Seekers Visit
A few years ago, Google started refreshing the user interface of its hotel search engine results page (SERP) to see how these impacted where users traveled to click. One major change that was made in response to the evolution of brand name hotel searches is that Google now displays AdWords search ads on the top left of the page, followed by organic listings, when a user searches for a specific hotel or resort. The right column of the search page is full of information from the hotel’s Google business listing. Beneath this is a metasearch tool and links, along with reviews and relevant searches. To discover if this was a welcome change, Travel Tripper launched an eye-tracking study with biometric platform Sticky to test this revision on three Google SERPs using various hotel names. TNooz explored the eye-opening results of this eye-tracking hotel study.

Places Where Users Click
According to the study results, 55 percent of users indicated that they would click on the paid link first, while 28 percent would click on an organic listing first. In addition, almost half of users said that they would be less likely to click if the first link was a paid ad, while 32 percent said it wouldn’t matter and 24 percent would actually be more inclined to click if the link were an ad.

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Why Healthcare Marketers Must Take a Retail Approach to Patients

Why Healthcare Marketers Must Take a Retail Approach to Patients
With the healthcare market looking more like the retail industry every single day, it appears that the prescription for healthcare marketers is to approach patients like retail consumers. The Futurescan 2016-2021 showed that consumers are now literally shopping for healthcare services, medical providers, and insurance plans. They want to fully understand what to expect from every provider and service before making their final decisions. MarketingProfs.com reported on the dynamics of this patient behavioral shift and savvy healthcare marketers are finding the ideal remedies.

Patient Reviews Serve Healthcare Well
A 2013 Pew Research Center study revealed that 72% of Internet users were searching online for healthcare information. Patients appreciated the large amount of information found on online, ranging from provider ratings to patient reviews and prices. This information was being used to help patients make informed decisions about their health.

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The 6 Biggest Content Marketing Mistakes Travel Brands Make

The 6 Biggest Content Marketing Mistakes Travel Brands Make
Some 86% of marketers say they their business is creating content, yet only 25% think they’re very successful with their content efforts.

What’s going on? Why do so many brands believe their content marketing efforts aren’t as effective as they could be?

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What Consumers Want from E-Commerce Websites [Infographic]

Which e-commerce website elements are most important to consumers? What should brands focus time, energy, and budget on improving?

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The Word on Voice Search Optimization in the Hotel Industry

The Word on Voice Search Optimization in the Hotel Industry
Everyone’s talking about how new voice-controlled products are commanding a huge audience by improving daily life in countless ways. With a virtually infinite amount of features and capabilities, voice-controlled products offer unprecedented convenience and instant access to a wide range of information, products, and services with a simple question or command. The rapid growth of voice search shows no signs of stopping and is now increasingly being used in the travel planning process. As a result, savvy hotels and travel brands are getting involved with voice search and voice search optimization to benefit their businesses. To help hotel brands and marketers understand the language of these voice-controlled products, e-Marketing Associates explained how to make voice search and voice search optimization the answer for boosting a hotel’s business.

Are You Asking How Many People Use Voice Search?
According to multiple surveys and studies, more than 30 million voice-controlled products will be in use throughout the US by the end of 2017. One of the industries affected the most by voice technology will be the travel and hotel industry. In fact, many travelers already use voice-controlled products to plan many parts of their trip, from booking hotels to making restaurant reservations and arranging transportation.

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