Five key marketing trends from Digital Shift Q1 2016

| June 17, 2016

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Our latest Digital Shift presentation is here, and it’s packed full of exciting predictions and marketing trends. From new approaches to content, to wearable tattoos and the changing ways in which marketing functions integrate with the rest of a business, there is plenty for marketers to get stuck into in the coming year.

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BRUNNERWORKS

An independent marketing organization at the confluence of creativity, technology, and decision analytics. BHiveLab works on cutting-edge emerging technologies that impact today’s on the go consumer. B*WORKS is a single source marketing solution to execute digital, video and print production. B/Search is a fully integrated, organic + paid digital performance marketing group. SocialB helps brands and organizations engage consumers via social media anytime, anywhere along the customer journey. With a healthy mix of left and right brain thinking, we create more impactful, more effective and more accountable marketing to grow your business. We place decision analytics at the core of everything we do.

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Top Trending Marketing Channels for Your Business In 2021

Article | July 13, 2021

Do you find it challenging to choose the proper marketing channels that can help you boost sales? Find details about top trending marketing channels for your business in 2021. Jay Baer once said, “Doyour marketing so useful people would pay you for it.” As a marketer, it is needed to have a sophisticated marketing approach, well-versed with research, planning, creativity, and a team of experts. You can only make your marketing efficacious and influential when you are aware of its trends. More than 95% of marketers believe that different trendingdigital marketing channels are much more powerful to drive high ROI. Different kind of marketing channels can help you to accomplish your business goal. First, you need to find appropriate and quality-driven channels. Let’s look at some of the essential marketing channels that businesses are adapting to grow. Blogs Blogs have become one of the prominent channels to attract an audience. Nearly 80% of companies utilize blogging as a part of their marketing strategy. It is relatively easy to convince your target audience through blogging as you approach them in a descriptive and informative manner. Customers love to read blogs as they find valuable information easily and quickly. It builds trust with your target audience. Blogging is an excellent medium for enhancing communication with your customers. Using FAQs, you provide solutions to the various questions that come into users’ minds. Consistent blogging with relevant information assists SEO to perform better, strengthen relationships with existing and new customers, and maximize brand identity. Search Engine Optimization (SEO) 70% of marketers see SEO as more effective than other marketing channels.Properly implementing SEO is immensely useful to scale your business. SEO is a technology that transforms constantly. Companies need to comprehend those algorithms. Innumerable searches are made every year on Google. Executing SEOranks your website high in search engine results pages, and allows your contentto be easily visible and accessible. Keyword research is the essential component of SEO strategy thatbuilds brand credibility,increasesengagement, traffic, and conversion. Social Media Marketing The number of social media users was more than 3.6 billion in 2020, and the number will reach 4.41 billion in 2025. Therefore, it evidences that social media is a powerfulpromotional channel to reach your target audience. Customers use social media for entertainment, education, connecting with friends, buying essential services or products, etc. Brands use the social media calendar to ensure a constant flow of content that supports brand voice and consumers consider it a reliable source of information. Facebook, Twitter, Instagram, Pinterest, YouTube are the most used channels. It includes text, images, video, and gifs to encourage audience engagement. Influencer Marketing Influencer marketing is a powerful channel to convince people to buy your product or services.Brands convey their message with the relevant influencers to meet marketing goals to create leads and increase brand awareness. More than 71% of marketers say that the quality of traffic generated from influencer marketing is better than other ad formats.They are leveraging influencers to attract the audience to believe in your brand and convert them into a long-term customer. Influencer marketing gives unprecedented growth to the businesses of different industries. It provides vast visibility and reach, maintains relationships with your customers, and enriches your content strategy.Moreover, 93% of marketers are already investing in influencer marketing which is one of the best marketing channels for small businesses. Email Marketing According to 80% of professionals, email marketing drives customer acquisition and retention. In addition,91% of US adults like to receive promotional emails from companies they do business with. Thus, executing email marketing has the tremendous benefits that it delivers the highest ROI. But, this is not the only reasonto invest in it. The significance of email marketing is that it helps reach millions of people at once by saving your time which is also cost-effective. Through email marketing, you can share targeted and highly personalized content with your audience that resonates with your customer.Brands believe that including relevant links to your site within the email content is the best way to get customers to visit your website. Word of Mouth Word of mouth marketing is the perfect way to maintain communication with the target audience and build a strong connection with them. In-word-of mouth marketing, your contented consumer endorses your product or services. Likewise, the unknown person gets attracted owing to the recommendation of their family or friends. According to a study by Convince & Convert Consulting, 83% of Americans are more likely to purchase a product or service recommended by a friend or family member through word of mouth. Involving your customer to review your product or service, utilize hashtags to promote your campaign on social media are the best ways to make mouth marketing more influential and productive. Content Marketing 70%of marketers are actively investing in content marketing.78%of companies have a team of one to three content specialists. These statistics show how effective content marketing is. This marketing strategy includes creating unique and appropriate content that your consumer find valuable. It makes your SEO better, enhances your social media tactics, and gives uses’ an incredible experience. If you continuously deliver relevant and valuable information to your customers, they will automatically get attracted and become your long-term customer. It is a long-term strategy to reach definite outcomes in building your brand, generating more leads, increasing sales, etc. Podcast Marketing According to the survey of Edison Research in 2020, Podcasts now reach over 100 million Americans every month. Podcasts allow the listeners to hear the emotions behind your wordsthat build a strong connection between your brand and listeners on a more personal level.Through sponsorships, ads, and paid interviews, you can generate income. It has low competition, interactive & attractive features, an authoritative presence, lower marketing expenses, and much more. These qualities make this marketing strategy unique from other marketing channels.If you execute podcast marketing appropriately, you will experience new potential customers and clients. Final Thoughts To summarize, these are the essential, valuable, and viablemarketing channels that fit your business objectives and increase the possibilities of your success.Prominent businesses find these channels worthy and pertinent to scale their business towards perpetual development, achievement, and ideal results. Consistency, top-notch, quality, and comprehending buyer persona make your marketing strategy stand out. So, while implementing these marketing channels strategy,take care of these points mentioned above. Frequently Asked Questions What is a direct marketing channel? The process of selling directly to the end buyer without any intermediary is called a direct marketing channel. How do you choose the best marketing channels for business? Doing research on different marketing channels, having clear pictures about your objectives, determining your campaign budget, and knowing about buyer persona can help you find the best marketing channel for your business. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is a direct marketing channel?", "acceptedAnswer": { "@type": "Answer", "text": "The process of selling directly to the end buyer without any intermediary is called a direct marketing channel." } },{ "@type": "Question", "name": "How do you choose the best marketing channels for business?", "acceptedAnswer": { "@type": "Answer", "text": "Doing research on different marketing channels, having clear pictures about your objectives, determining your campaign budget, and knowing about buyer persona can help you find the best marketing channel for your business." } }] }

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5 Best Practices to Turn Your Virtual Event into a Roaring Success

Article | May 7, 2020

As the world moves closer to smartphones and digital tools, more so due to the coronavirus pandemic in recent times, enterprises are finding innovative ways to go around the geographical distance between them and their target audience. Conferences are the best place to make connections. Even still organizers are moving physical conferences to virtual events for myriad reasons primarily the global lockdown which has made events going online by default than by choice. And the trend is only getting stronger. Virtual events will grow from $14 billion in 2018 to $18 billion in 2023, reported Market Research Media. Besides being cost-effective, virtual events are the perfect way to combine brand experiences with attendee engagement to monetize events and make your presence known globally. While virtual events can never beat the added value provided by physical events and conferences, it isn’t all that bad. A virtual event enables organizers to track and measure every move of the attendees during the event, as a result of which you have some highly qualified leads. Here are some powerful practices you should follow to make your virtual event a dashing success. Table of Contents: - Make Your Titles/Descriptions Crisp - Get the Right MC for Your Event - Keep Sessions Short - Personalize the Virtual Experience - Incentivize Make Your Titles/Descriptions Crisp At a physical event, attendees navigate through sessions while relying on word-of-mouth to decide which session is worth attending for them and why. Virtual events don’t provide this liberty. The information on various sessions is often sent to the attendees through emails, social media posts, etc. Since no guidance is available to help attendees understand and navigate through sessions of their interest, it is important tomake your event and session titles and descriptions more informative and compelling. Get the Right Moderator for Your Event Just as at a physical event, a moderator contextualizes the information presented throughout the event, keeping up the energy levels, and providing important information regarding attendee queries, a moderator is important for a virtual event. Virtual events tend to produce a certain feeling of isolation for attendees. This can be alleviated by a voice that creates a consistent flow between the sessions while adding a much-needed familiarity and maintaining the energy levels. A moderator, like at a physical event, should open a virtual event, moderate questions from the attendees, and hold talks with them in-between sessions. READ MORE:How to host a successful virtual event to help your business survive digitally Keep Sessions Short Usually, keynote presentation sessions last for less than an hour. At in-person events, attendees are surrounded by excitement and peers, watching a presentation that integrates music and inspiring speeches. Attending an event on screen at home is comparatively less exciting and attendees are sure to click away from a session that is too long. Thus, keeping sessions short at an optimal length of 30 minutes during a virtual event will allow the attendees the time to browse around, answer an email, or go to the virtual exhibit hall. Attendees can be directly navigated to a sponsor’s booth after the completion of a session. Personalize the Virtual Experience Virtual events can be either live-streamed or pre-recorded, depending on the goals you have set or the scale of the event. Adobe, for their recent summit, decided to go pre-recorded. Personalized video recommendations were part of Adobe’s event experience. Though your virtual event experience depends upon the platform you choose to set up, Adobe was able to create the ability to create high-end experiences thanks to their in-house development teams and custom platform. YouTube, for instance, used Adobe’s Sensei AI engine to incorporatecustom behavior-based content recommendations. Personalizing content delivery in a virtual format speaks to a much broader trend in events in general. Many are used to receiving personalized suggestions when consuming both content and products on the internet. Though pre-recorded sessions may lack in real-time engagement, they make up for it in providing high-production value, as organizers are at liberty to edit or enhance the quality of the sessions. It also eliminates planning for live-streaming around different time zones and connectivity issues during the event. Pre-recorded events also minimize the probability of attendees getting bored as they are free to tune out of the live stream, watch again anytime, and interact with the content that would bring them the most value, resulting in each attendee tailoring their personal experience. If you do decide to go pre-recorded, don’t forget to establish a forum or live chat where attendees can ask questions, hold topic discussions, and network. Incentivize Though they are not as much fun during a virtual event as they are during in-person events, incentives are proven way to boost engagement during an event. Virtual prizes such as books, iPads, swag, etc., can be awarded to the winners or trophy can be mailed to the winning attendees. Google SheetsCon, as part of their event, hosted a contest to win one of 25 company swag bags to winners who were supposed to share something about the event on social media using the dedicated event hashtag, or visit at least 5 of the sponsor booth pages during the event. Activities such as this increase attendee as well as brand awareness. READ MORE:Best practices to create an ideal webinar

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How Search Engines Use Artificial Intelligence

Article | February 13, 2020

Search engines are incredible. You pop onto your favorite one, type in a few keywords, and magically the search engine has scoured the entire internet to find the most relevant content. Except it’s not magic, of course. It’s algorithms and a lot of ideas from a lot of brilliant people. And we’ve started to wonder: With all the brilliant minds behind them, to what extent are search engines using artificial intelligence? Thanks to those same search engines, I was able to find some great research explaining how search engines use artificial intelligence.

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The power of sensationalism in communications

Article | March 8, 2021

In advance of the already highly controversial interview between Oprah Winfrey, Meghan Markle and Prince Harry, the Duke of Sussex surprised us all with an interview on The Late Late Show with James Corden just over a week ago now. In his first interview since stepping back from his duties within the Royal Family, the Prince took part in a seemingly relaxed, natural, and spontaneous interview with TV host and friend, James Corden. And whilst it appeared to be off-the-cuff and completely un-staged, it would have in fact, been quite the opposite. This interview highlighted the true power of sensationalism within communications, provoking public interest, telling Harry’s side of the story, and defining his position as a brand. Matthew Hayes, Managing Director of Midlands-based brand agency Champions (UK) plc, explains why he thinks the interview proves that Harry, the Duke of Sussex understands his brand power, allowing him to reposition himself within the industry. “The interview was completely unexpected and caught everybody off guard. We were all so eagerly anticipating his and Meghan’s upcoming interview with Oprah that we hadn’t even considered he would perhaps look at other options,” he said. The Late Late Show almost goes against his previous branding as a member of the Royal Family. Matthew said, “It was great to see Harry doing Harry. “Throughout the entire interview, Harry displayed his true personality and owned it. And in terms of branding and positioning, he knocked it out of the park. “I believe that Harry achieved what he had set out to do, which was to change the narrative by telling his side of the story and ultimately change the public’s opinion of him.” And in doing so, the interview amassed more than 15 million views on YouTube in under a week, proving that anticipation doesn’t always equate to more impact. More than just a Prince Providing a glimpse into family Zoom calls with his grandparents, Harry used this interview as a way to demonstrate he is more than just a Prince, but a father, husband, son, and grandson, too. "Harry managed to find his own brand identity whilst remaining all of those things, as well as continuing to work in public service. He owned and delivered it in a way that I can only describe as genius.” By changing the narrative and telling his story, Harry proved that he is much more than everybody has perceived him as. The Duke of Sussex isn’t the only person within this industry to change and reposition his brand. Snoop Dogg is renowned for having more than one persona and this has become a part of his brand identity. From gangster to rapper, actor and more recently, the star of Just Eat’s latest marketing campaign, Snoop is recognised for exactly that – proving the power of branding. Clever and controversial marketing After watching the Prince’s interview with James Corden ahead of his sit-down chat with Oprah Winfrey, many of us have been left wondering which really came first – or was this a part of the plan all along? Matthew explains why he thinks it was a clever marketing ploy: “I believe that this interview came first as a deliberate way for Harry to define his brand and lay down the law prior to appearing on Oprah. “Many of us, myself included, assumed that Oprah would be his first (and possibly last) exclusive interview, but what this has done is create a buzz and even more anticipation ahead of its airing. “Before watching Harry with James, I may not have even considered sitting down to watch his appearance on Oprah, and I expect this to be the case for many others, too.” It was recently announced that ITV have bought the rights to Harry and Meghan’s interview with Oprah for £1M, with it set to air at 9pm on March 8. While some may call this controversial, and it may be, Matthew believes it to be clever and tactful marketing. He said, “Harry’s appearance on The Late Late Show will no doubt boost viewing figures for his interview with Oprah, making it somewhat of a teaser. “Mystery and anticipation are remarkable ways to tell a story, which is exactly what both Harry and Meghan have done here.” Digital storytelling expert and founder of Play Human, Matthew Scott also explains the benefits of controversial marketing and why it is so impactful. He explains, “Simply, controversy appeals to consumers and it grabs their attention. But more importantly, it raises a point and sparks debate, which is key when it comes to storytelling, particularly within branding. “Telling a story with an edge of controversy or challenge is a good thing and is what leads to change.” The future of sensationalism Matthew Hayes predicts that following this seemingly controversial yet clever act of sensationalism and storytelling, many brands will begin to follow suit. “Already, Prince Harry has gained such tremendous traction from one short interview, so just imagine the publicity after Monday evenings show. “Brands will see the benefits of working in this manner, albeit slightly controversially, but that it really does work and will garner seriously impressive results. “I am one of those people who perhaps frowned upon Harry’s decision to officially leave the Royal Family. However, after watching his interview with James Corden, my perception of the whole matter has completely changed, which I guess was the aim of the game, right? Well, it worked – for me, anyway.”

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Spotlight

BRUNNERWORKS

An independent marketing organization at the confluence of creativity, technology, and decision analytics. BHiveLab works on cutting-edge emerging technologies that impact today’s on the go consumer. B*WORKS is a single source marketing solution to execute digital, video and print production. B/Search is a fully integrated, organic + paid digital performance marketing group. SocialB helps brands and organizations engage consumers via social media anytime, anywhere along the customer journey. With a healthy mix of left and right brain thinking, we create more impactful, more effective and more accountable marketing to grow your business. We place decision analytics at the core of everything we do.

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