COVID-19 Has Altered Paid Search: How Marketers Can Adjust Strategies

| August 5, 2020

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When COVID-19 began spreading across the U.S., marketers scrambled to figure out how to respond. Sudden work-from-home mandates, cancelled business trips, postponed conferences and frozen budgets threw a wrench into usual expectations and plans. Users’ needs and online behaviors have changed in tandem, forcing marketers to meet them on their new terms. Search is more important than ever now because people are spending almost all of their time at home and online, consuming media, researching, browsing and shopping.

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Brierley+Partners

Brierley+Partners offers a full range of proven CRM + Loyalty solutions. The thinking. The technology. The execution. The company offers everything you need to bring a program to life - from initial design, to the engine that powers it, and everything in-between. This includes marketing services, technology products, analytics, social, digital and creative - everything needed to help brands build lifetime loyalty with their customers. Brierley+Partners operates as a subsidiary of Nomura Research Institute, Ltd., (NRI), an independent, global IT solutions and consulting services provider.

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Top 7 Result-driven Tips for Personalized Marketing

Article | September 5, 2021

Nowadays, personalized marketing is prominently in demand. Customers want personal attention and treatment. They wish for special offers and customized products. Therefore, the necessity of personalized marketing arises. Personalized marketing is a form of marketing that makes customers happy and satisfied by providing them personal and special attention. It is a strategical approach that is data-driven and assists in building robust connections with customers. Personalized marketing can be implemented in marketing such as social media marketing, email marketing, retargeting, etc. “You must give ten times more to your customers than you take. You provide real value in your content. You provide real opportunities to celebrate your customers’ successes. You help them succeed in their careers daily”, according to Daniel Rodriguez, Chief Marketing Officer at Simplr.ai. Why is Personalized Marketing Booming? As per the report of Statista, about 90% of U.S customers find marketing personalization appealing. Personalized marketing makes customers happy by giving them what they are looking for. It increases their engagement with the brand and convinces them to buy products or services. Implement These Tips in Your Personalized Marketing Let’s understand how to make personalized marketing more effective and result-driven. Here are the most accurate ways to make it happen. Segmentation of Customers Segment your customers as per their requirements. It helps to understand your customers holistically. Different types of customers have different demands or requirements. Therefore, segment them based on demographics, like gender, age, location, etc. You can understand their purchasing behavior and plan accordingly. It improves your marketing strategy and allows your target audience to buy your products or services. Content Creation According to Sales Funnel The sales funnel has different parts, such as awareness, interests, decisions, and action. While creating content for your target audience, you must think about for which stage you are creating your content. For example, if you want to make your audience aware of your brand or products, you will create your content according to the first stages of the sales funnel. Then, you will create in a way that only tells your audience about your brand. Customized Video Messages According to Hubspot, 81% of brands utilize videos to attract their audience, enhance their engagement, and boost sales. Customizing videos provide an incredible experience to your audience. You can create customized videos by putting their names, photos, etc., in a very creative manner. In addition, it develops strong relationships between you and your consumers. Improve Relationship by Providing Offers and Discounts Customers love offers and discounts. So, you can take this approach ahead by providing your customers’ customized discounts or offers. It will automatically attract them and persuade them to share your brand details with others. Also, it helps to convert your customers into long-term customers. Avoid Excessive Follow up Undoubtedly, following up with customers provides impressive growth in business, but excessive follow-up irritates and compels them to get rid of the brand. Set a proper schedule that doesn’t disturb their privacy and routine activity. Try to initiate with the client’s communication preferences and approach them in a subtle and sophisticated way. Product or Service Analysis One of the essential parts of marketing as well as personalized marketing is product or service analysis. Once you start analyzing your products, you understand how to make them better to woo your audience. You examine your products in every aspect, such as quality, durability, costs, accessibility, and appearance. These factors improve your customers’ engagement, make your personalized marketing more effective, and provide innumerable business outcomes. Resolve Customers’ Issues Instantly Resolving customers’ issues instantly is an art of marketing. Unfortunately, many brands struggle with this issue. If you wish to enhance your marketing tactics, you must resolve your customers’ issues instantly and thoroughly. With the help of multichannel marketing, you can centralize all your channels into one and make your personalized marketing more productive. Final Thoughts Approximately 97% of marketers observed a tremendous rise in business outcomes due to personalization. In this competitive world of business, personalized marketing is an unavoidable strategy. Personalized marketing is advantageous to attract your audience, enhance their engagement, drive positive ROI, and build strong connections with customers. All you need to do is create a persuasive and effective strategy for your personalized marketing. An impactful strategy will undoubtedly help in brand recognition and boosts brand credibility. In addition, there are innumerable advantages of personalized marketing that help in boosting sales. Meet clients’ expectations and gain sustainable growth by following the above tips and implementing them into your business. Frequently Asked Questions How to resolve customers’ issues effectively? Understand the customers’ issues thoroughly, follow up regularly, take each customer’s issues seriously, and discussing with the team will help you resolve them effectively and quickly. You also need to take care of individual customer. It will provide them unique experience as you are following up dedicatedly. Why is personalized marketing in demand? Personalized marketing is highly advantageous to enhance the engagement of the audience. It gives a unique experience to customers and highly advantageous to enhance the engagement of the audience and convert them into long-term customers.. It also helps in boosting sales and driving positive ROI. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How to resolve customers’ issues effectively?", "acceptedAnswer": { "@type": "Answer", "text": "Understand the customers’ issues thoroughly, follow up regularly, take each customer’s issues seriously, and discussing with the team will help you resolve them effectively and quickly. You also need to take care of individual customer. It will provide them unique experience as you are following up dedicatedly." } },{ "@type": "Question", "name": "Why is personalized marketing in demand?", "acceptedAnswer": { "@type": "Answer", "text": "Personalized marketing is highly advantageous to enhance the engagement of the audience. It gives a unique experience to customers and highly advantageous to enhance the engagement of the audience and convert them into long-term customers.. It also helps in boosting sales and driving positive ROI." } }] }

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The Best Marketing Automation Tools in 2020

Article | September 5, 2021

Marketing automation tools are essential in today’s world. However, there are so many choices available in the market that selecting the best one for your firm becomes a challenge. Figuring out the differences between all the tools can prove to be a somewhat arduous task. However, this post is here to help you decide on the perfect marketing automation tool for you.

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CONTENT MARKETING

The perfect match: what brands should look out for in an influencer

Article | September 5, 2021

The past year has transformed a number of industries, and although the influencer marketing industry has continued to flourish, it hasn’t been without its changes and adaptations. And over the last year, one thing that has become even more apparent is the need to create the perfect match between brands and influencers. Brand love is pivotal to creating a successful influencer marketing campaign, as is building trust and creating an honest and organic relationship between everyone involved. And to help brands find the perfect match, Amelia Neate, senior manager at Influencer Matchmaker, explains how to do exactly that. Finding the right influencer to collaborate with can be a pretty daunting task. It isn’t quite as simple as choosing somebody with a large following. Gathering data, conducting research and developing a relationship with an influencer is all part of the task in hand. Unless, as a brand, you have access to industry insights and invaluable data, it can be difficult to find your dream match. However, by working with an influencer marketing agency, all of the hard work is done for you. Here at Influencer Matchmaker, we have access to industry data and insights which can help aid your search in finding the right influencer. Rest assured that everything will be taken into consideration – from social media platforms, engagement rates and niche to helping form trusting relationships, an influencer marketing agency can do it all. Brand love is pivotal When working with a social media influencer, it is important to decide on your main goals and objectives and what it is you hope to achieve by working with an online creator. The aim of the game is to build brand love, right? And the best, most organic way to do so, is by teaming up with somebody who already knows and loves your brand. Influencers spend their time engaging with their audience, garnering all-important trust and respect. If an influencer has previously spoken about your brand organically, then their audience are much more likely to positively reciprocate paid-for campaigns and collaborations. Explaining that influencer marketing is more effective than the blanket approach of traditional advertising, Liam Chilvers, founder and managing director of OP Talent also says, “They [influencers] have to be relatable. The people watching them largely share the same interests, and if people are watching a YouTube channel, they are there for the creator.” And so, by utilising the power of influencers and their loyal following, brands and business are able to build brand love and more importantly, trust. How to utilise influencers and their content It is no longer viable to simply send an influencer a product in return for free press and content creation. Time, effort and expertise goes into delivering such high-quality content and brands must begin to decipher where they’d like this content to sit. Content can be created and shared across an influencer’s social media platforms in order to raise brand awareness, but it can also be utilised on the brand’s channels, too. In this way, influencers can act as a brand advocate as well as allowing the brand to offer their audiences a friendly and relatable human element, as opposed to using social media as a hard sales tool. When it comes to working on collaborative content, it is crucial to ensure you are not only working with the right influencer, but with the right platforms, too. Just because a social media platform is proving to be particularly popular, doesn’t mean that it will generate positive results for your brand. It is important to ensure that your niche, goals, audience and social media platforms all align in order to achieve the best results. Find out what works for you and if you don’t know, then an influencer marketing agency will be able to do so for you. And not only that, but influencers have wider ties to all aspects of media, too. They are innovative creators, storytellers, advice givers and as 2020 has shown, an influencer’s genuine personality and interests are what sets them apart from the rest. Think outside of the box In the early days of influencer marketing, it was all about promoting a new product and its launch. But today, it is so much more than that. Influencers can be used to raise brand awareness, generate sales, attend events and create an honest and authentic relationship between brands and potential consumers. For example, we recently partnered Celebs Go Dating with a number of popular influencers including Mark Ferris and Rachel Leary. The objective of the campaign was to raise awareness of the TV show ahead of the new series. This is a fine example of combining the efforts of modern and digital media with its more traditional forms, too. It must also be said, that just because an influencer specialises in a certain industry or has a particular niche, it doesn’t mean that that’s all they are capable of. Former SAS: Who Dares Wins Star Ollie Ollerton, for example, is renowned for his efforts within the health and fitness industry. However, he also has a passion for motorcycles, which is another area in which he is able to create interesting and compelling content for brands. Consider influencers who not only share the same interests, but the same values, ethos and end-goals, too. This will make all the difference. So, are you ready to find the perfect match?

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Walmart Media Group breaks ground on Omnichannel Reporting as it debuts Performance Dashboards

Article | September 5, 2021

Walmart Media Group (WMG) recently announced the launch of Performance Dashboards, a self-serve reporting interface that combines Display and Sponsored Products campaign performance within advertisers’ Ad Centers. This new rollout further positions Walmart as a rival to Amazon in its self-serve advertising business with near-real-time reporting on search and display ads built upon the launch of Walmart Advertising Partners (WPA.) WPA launched in January and is a multi-partner program that granted ad tech and media partners access to the Sponsored Products API for third-party campaign management.

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Spotlight

Brierley+Partners

Brierley+Partners offers a full range of proven CRM + Loyalty solutions. The thinking. The technology. The execution. The company offers everything you need to bring a program to life - from initial design, to the engine that powers it, and everything in-between. This includes marketing services, technology products, analytics, social, digital and creative - everything needed to help brands build lifetime loyalty with their customers. Brierley+Partners operates as a subsidiary of Nomura Research Institute, Ltd., (NRI), an independent, global IT solutions and consulting services provider.

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