How to use Tentpole Marketing tactics to grow social buzz around events big and small
Think of a movie that hasn’t come out yet. A big movie, that’s making a lot of noise at the moment. This is a movie that’s probably already cost a lot of money to make and it’s a good bet that the studio is expecting to turn a pretty healthy profit on. In fact, this is exactly why they want you to know about it weeks, or even months, before it goes on general release.
Chances are that after it's finished showing in cinemas, the studio would love you to continue to show an interest in the film, perhaps even buying the video game, t-shirt, poster or any other number of related merchandise. Perhaps by now you’re already talking to your friends about the possibility of a sequel.
As…
Marketers think people have short attention spans - TV shows us they don't
It’s often said that we are living in a new “Golden Age of TV”. There literally seems to be too much great television to watch... Whether you like gritty crime stories, or historical dramas or comedy series, there are inventive, compelling, “binge-worthy” TV shows coming out all the time – and not just on “television,” but now on streaming services like Netflix and Amazon Prime.
Today, TV is driving the cultural conversation more than movies or music or any other art forms: people identify by what types of shows they watch and they create a sense of community by comparing notes on social media about which latest developments happened during their latest session of binge watching. With all of the critical, cultural and financial attention going to TV shows today, companies like Netflix and Amazon and other online companies…
Choosing a conversion optimisation agency is a major businesses decision, here's how to choose the right partner
It’s great that you’ve made the decision to start a Conversion Optimisation programme but the hard part is deciding which agency deserves your investment. So where do you start? This post will give you a few key areas to help with your selection process to ensure you end up with the right partner for successful optimisation.
1. Chemistry
CIC Chemistry Show by David Carroll. Flickr
Arguably the most important questions are, ‘who are they?’ and ‘can we work with them?’ You are likely to be spending the best part of a year working with your chosen agency, so first and foremost you need to like them as people. Ideally you should arrange to meet with the strategist(s) you’ll primarily be working with, at the pitching…
Marketers can better outreach their customers using location data
It's now commonplace for businesses to create mobile responsive websites and apps to offer similar functionality to a desktop website. But if your mobile experience are limited to features available on your desktop site you're missing out on the opportunity to deliver content in context. Customer location information can help businesses deliver a better and more relevant mobile experience and enable them to target the right audience for their services. In this article I'll look at some example for geo-targeting to provide more relevance.
Source: Subiz.com
Marketing campaigns follow a chosen strategy for targeting customers and the choice of location is important in determining the over-all success of the marketing campaign. As the location impacts demographics and buying behavior.
A woolen apparel retailer who makes hundreds of sales in a day in a…
Leverage the power of your data
Too many marketers are spending vast amounts of ad spend to essentially learn about how their campaigns should work. Why not rethink your approach and use your existing data to transform your paid activity and enhance your return on investment.
The problem with paid content distribution
A campaign manager for a major sportswear retailer is looking at the brand’s customer base, eCRM insight and its demographic profile data. Amongst this data, they identify that a large proportion of their customers has a keen interest in football shirts. It’s the peak season for new shirts being released from all of the major football clubs, so this is a prime moment to be launching paid social and retargeting campaigns for the latest football strips. The retailer starts the campaign, and throws a significant investment behind it – in terms of both content and ad spend.
However, there is a problem.…
Personalisation is no longer a luxury reserved for the big players in e-commerce
While Amazon continues to lead the way, a personalised shopping experience has now become an expectation for the savvy customer. And, with a plethora of automated personalisation tools available, it has never been easier for retailers to employ big data in their quest to deliver personalised content.
There is overwhelming evidence to suggest that personalisation is now a crucial component of an effective digital marketing strategy. Websites employing personalisation are likely to see higher numbers of conversions, AOVs, and improved customer loyalty. And yet, there is still a large number of retailers who are stuck in the personalisation slow lane, who are yet to fully explore the opportunities offered by targeted segmentation.
In particular, there is one often overlooked area in which personalisation can be incredibly effective - customer retention.
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Leverage the power of emotions to enhance your marketing
Every decision your customer makes consists of many conscious and subconscious emotions. The key to success in any business is an understanding of psychology and human behaviour.
We all have the same basic mental triggers and needs that drive action. If we understand these psychological triggers, we can craft more effective marketing messages and increase sales.
Below is an introduction to 7 important psychological and emotional triggers that can increase your sales, backed up with examples and further reading.
1. Belonging
Human nature gives most people a strong desire to belong to something; a group, a clan, a gang, a family, or a social network. Call it what you will, but very often customers purchase goods and services to show and feel a sense of belonging to their chosen ‘thing’…be it real, or fabricated.
They even carry out some highly illogical activities just…
How and why brands should embrace Instagram for marketing
In most countries, Facebook is both king and queen of social media. According to the latest statistics from Pew Research, 72% of American adults use Facebook. But that growth has been relatively stagnant over the past 3 years. When you consider Facebook's organic reach of 6%, the potential audience size becomes much smaller. Organic reach on Instagram, on the other hand, is growing rapidly. Early indications also suggest that Instagram users are more receptive to branded content. Given Facebook own Instagram, it's hardly a competition. However, it does matter which is more effective when it comes to deciding where your time and marketing budget should be spent.
According to this infographic from EcommerceCEO, now is the perfect time for marketers to consider Instagram. Engagement is 58X higher on Instagram and brands can reach 100% of their followers. Only 36% of marketers currently use Instagram,…
