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Measuring Success in Social Media for Public Sector Agencies — Is Sentiment Everything?

The Return On Investment (ROI) of a campaign is typically measured from percentage increase in revenue for commercial organizations that provide a tangible product or service to others. In some cases, things are not that simple. Measuring ROI for public sector organizations whose objectives are to promote confidence and garner public support for their initiatives, it can be rather complex. For such organizations, what works is measuring success through traditional methods such as surveys and focus groups that uncover…

5 Digital Marketing Myths Debunked

Digital marketing has become just “marketing” — it’s the norm for modern businesses, while traditional marketing, although still present and necessary, has inevitably taken the back seat. Being a powerful driving force for growth, it’s not exclusively a concern of the marketing team. In a well-integrated strategy, customer service and sales teams primarily need to have some insight into the facets of digital marketing, but there’s usually a lot of outdated information or prevailing myths concerning it. This can only…

Real-Time Marketing Is a Necessity, Not a Luxury, for Creating a Lasting Emotional Connection with Your Customer

The ability to see, understand and respond to consumer actions in near-real time is a fundamental necessity for today’s marketers. To engage in relevant conversation with the consumer, you need to act at the speed of the consumer. If you can’t do that, then your messages may become unappealing and irrelevant. When that happens, even your most loyal consumer relationships can be usurped by relevant real-time communications from your competitors. A study from Harvard Business Review with global C-suite executives found that…

People-Based Marketing is Missing a Critical Element: Accurate Data

Advertising Week in New York sparked a lot of buzz about “people-based marketing.” In fact, it was a central theme at the conference with an entire track of 11 distinct sessions dedicated to the topic. People-based marketing is the concept of leveraging detailed digital data to tailor advertising messaging to individuals across all of their devices in parallel, rather than to individual cookies, devices, or AdIDs. Now that data has become so prevalent, industry thought leaders are envisioning campaigns in which ad creative…

Does Your Website Really Need a Chatbot?

A chatbot is a piece of computer software developed for the purpose of conducting a conversation in a natural language with human users. Chatbots vary in complexity from simple programs that work like “choose your own adventure” books, to sophisticated systems driven by AI under the hood. There are two basic approaches to creating a chatbot. One of them is to program them from scratch in a language such as Python, possibly in conjunction with a bot development framework such as the Microsoft Bot Framework. The other is to…

The Future Is Personal: Marketing Automation’s Crucial Role in Helping Universities to Attract Students

UCAS’ 2017 End of Cycle Report found that last year, the number of university applicants in the United Kingdom continued to fall compared to previous years. This isn’t such a shock — while university offers countless benefits and can propel people into hugely promising careers, the bottom line is that it’s expensive. On-the-job learning and apprenticeships offer alternative routes into the working world away from higher education, and an increasing number of people coming out of school are opting for this fast-tracked…

5 Restaurant Marketing Hacks You Can Benefit From Today

Restaurants like to think that great food and ambiance are all that’s needed to sell their experience. However, getting that message across in the jungle of social media and online adverts can lead to a confused marketing and social approach. Follow these sensible, practical and accessible strategies to promote your eatery successfully: Location, Staff, Signature Dish The three things that will win any restaurant business are the keys to any good marketing. First, sell the location of the restaurant. Focus on local…

Why Marathon Clients Run Umbraco CMS

Liberty Tax Services was fed up. The tax preparation company, with over 4,300 offices in the United States and Canada, had invested heavily in a content management system (CMS) to maintain its public websites, but the pricey system was difficult to use and had frequent technical issues. In 2010, after 11 years with the same CMS, Liberty decided there had to be something better and set out to find it. Its plan: Consolidate its 34 websites into 12, create a fresh “look and feel” for both Liberty Tax.com and…

Ready to Hire a PR Agency? Here’s How to Sell It to Your CEO

As the marketing leader at a growing SaaS business, you have influence over your marketing budget — but dollars are tight and significant allocations still likely need the buy-in from the CEO or founder. When it comes to marketing spend, you may have made the case for additional team members and are able to get approval for direct ROI-driving initiatives like paid media or trade shows. Today, however, you are ready to add more top-of-the-funnel tools to the marketing toolbox, including the hiring of an experienced PR agency…

Can AI Save Digital Advertising?

Advanced AI may prove to be the thing that saves digital advertising. Right now, brands don’t trust publishers and consumers don’t trust brands. The digital ad ecosystem is often a race to the bottom, while consumers are increasingly turning to ad blockers. This year, Deloitte found that “more than three-quarters of North Americans engage in at least one form of regular ad blocking". Plus, there is the emerging element of legislation that limits the way brands are able to gather and use consumer data (you can bet that GDPR…

Navigating Fragmentation: The Steps CMOs Are Taking to Drive Success

The landscape in which CMOs operate today differs significantly from 10 or even five years ago. Marketing leaders now face a fragmented marketplace, a growing number of channels, and empowered consumers who expect seamless, relevant experiences across every touchpoint. The digital age has ushered in a new era of accountability, forcing CMOs to prove the value of their team and their contributions to the business. The demand for increased accountability has raised the need for effective marketing performance measurement to…

A Short Side View of Customer 360

A spate of new releases from big companies doesn’t meet all (or any) of the needs for this critical area For those of us who have been in the trenches of data collation and analytics for all this time, the current buzz over new attempts at Customer 360 is truly gratifying... and odd. Can something that’s been a vital goal for so long suddenly be a fad? It sure sounds like it. Here’s just a topline recap of recent events: In late September, a trio of major corporations — think Adobe, Microsoft and SAP — came together to…

Why Your Business Needs to Pay Attention to Its Social Media Analytics, from Day One

Social media analytics are more important than most businesses realize. Whether you’re a recently launched startup, or an established company with over 1,000 employees, overlooking this important analytics can mean missing out on crucial insights into the success of your campaigns, and what your target audience is really interested in seeing. Data that comes from analyzing your content’s performance and reach is integral to knowing how to maintain customer engagement, and how to strategize to expand it further. Here are…

Ambitious Storytelling and Daring to Grow Pays Off, Adroll Shows Us How

Successful marketing requires more than seasonal promotions and eye-catching creative. As consumers are interacting with brands across more channels than ever before, expectations for personalization and relevance continue to rise. Especially now, connecting with and retaining your customers is never a done job. To truly stand out your campaigns must embrace the audacious, become ambitious, and sometimes this means making tough choices. Read More: Flipboard Designs Popular Editorial Franchises for Next Generation…

The 15-Minute Social Media Makeover

“I haven’t got the time to become a social media mogul overnight!” You’ve set up a blog for your business, you’ve created an Instagram account, a Facebook page and a Twitter — that’s all the boxes ticked, it should only be a matter of time before you break the internet a la Kim K, right? Unfortunately, social media success does not come that easily. Sure, 8.3 million people (the equivalent of the entire population of London in 2015) have decided that they just weren’t getting enough exposure to felines IRL and,…

As Display Overtakes Search Among High-Tech Advertisers, Is the Industry Ready?

Spending on digital advertising continues to increase at a remarkable rate, with US growth projected to eclipse 18% between 2018 and 2019. While digital advertising’s ascent is no secret, it’s less recognized that specific industries are driving an outsized portion of that growth. In particular, high-tech brands — companies that focus on hardware manufacturing, software as a service (SaaS) or e-commerce — are outpacing the market in terms of digital ad spend, driven by market factors such as rapid innovation cycles and…

Native’s Three Key Problems: Scale, Engagement, Retention

There’s no denying the power of native advertising. According to a recent Collective Bias survey, a third of millennials have made purchases as a direct result of sponsored content. Another study shows that consumers will interact with native ads 53 percent more frequently than traditional display ads. Yet despite its benefits, the growth of native advertising has flattened. Here are the challenges that must be met for native advertising to reach its full potential: Native Isn’t Easily Scalable Scale has long been the…

5 Gold Stars to Mobile Video, China’s Best Ad Format

As digital ad growth plateaus in much of the world, there is one region — and one country in particular — that is still on a tear. China is booming, and not just a little. Digital ad spend leaped 27 percent this past year, reaching just over $50 billion. Within that, video is a growing presence. Video ad spend is projected to jump nearly 36 percent in the coming year; add in the lightning growth of mobile users in the country, and it’s no wonder that the fastest-growing medium in the country is mobile video (22 percent).…

Top 3 Ways Hospital Marketers Can Manage Their Online Brand Presence

According to Pew Internet & American Life Project, nearly 80 percent of Internet users or about 93 million Americans searched for a health-related topic online. The study indicates that looking for health or medical information is one of the most popular activities, therefore, online hospital marketers carry a large responsibility when managing their organization’s online presence. But thanks to the explosion in digital health technologies, healthcare marketers now have access to innovative new tools that until…

Fix Don’t Stitch: CMOs, Beware of the Data Frankenstein Monster You’re Creating

The internet was promised to be a place of sheer marketing nirvana. And with the advent of digital advertising, brands were given the power of large-scale addressability for the very first time. Finally, advertisers could target individual consumers, with software capable of telling them exactly when and where each customer encountered their ad message. Over time, we built software systems that empowered us to use data to find our ideal customers and measure how well we reached them. But today, most marketing stacks look…