Journalism and content marketing

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Why taking a journalistic approach to your marketing is better than just telling people you're the "leading" brand.

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Mediaplanet

Mediaplanet delivers top class content marketing campaigns together with 15 000+ clients globally. Since the start in Stockholm back in 2002, we have grown into the world’s leading content marketing group with 15 offices across Europe and the North Americas.

OTHER ARTICLES

Why outdated search experiences repel your customers

Article | July 2, 2020

Think about the last time you searched for a product online. If you’re like 93% of digital shoppers, the experience started out in a search box with a few keywords that felt relevant to your desired purchase. Seconds later, a surge of results flooded the browser with sponsored ads from major retailers and brands, and followed by organic results. The long journey to purchase begins as you try to navigate thousands of results across channels. Simply put: search experiences are not enjoyable. Consumers like finding products, not searching for them. The exhausting process of refining keywords, checking off filters, and comparing product descriptions in order to make a purchase has taken the joy of shopping and made it a headache. While the methods of shopping have evolved over the last two decades, the search experience has been pieced together from outdated practices.

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Why your business needs PR and marketing now more than ever

Article | July 2, 2020

The COVID-19 pandemic has impacted all sorts of businesses around the globe, from temporary or open-ended shutdowns to operations only under extreme health precautions. Everything might seem to be uncertain, and yes, business conditions will continue to be volatile for quite a while. However, there is one thing you can be sure about: marketing and public relations. You need them now more than ever before. During even the most trying times, prioritizing the right communication tactics rather than completely withdrawing into your shell helps keep your business visible to customers and desired target markets. Trust us, with the market downturn and skepticism everywhere, your businesses’ saving grace is public relations and smart marketing.

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Top 7 Result-driven Tips for Personalized Marketing

Article | July 2, 2020

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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Did Ask Jeeves have a point? How ‘search’ has become the new brand in the SEO landscape

Article | July 2, 2020

The way in which consumers are searching for products online has changed. In recent times, there has been a significant increase in question-based searches from consumers looking for quick solutions to their needs, overtaking direct searches for brand names. It’s clear the consumer environment is evolving, so what can be done to ensure existing and emerging businesses can keep up? Nate Burke, CEO of technology, digital marketing, and ecommerce solutions firm Diginius, explains the importance of optimising your products to meet this changing behaviour, while also remembering to build on your brand to become the ultimate business. Marketplaces are now dominating the online sphere, which results in more unbranded searches being made by online shoppers who are looking for solutions to their queries, rather than a name-brand product. Nowadays, global brands can expect 58% of their searches to be unbranded, while surprisingly, for small and mid-sized businesses, the figure is much higher, sitting at around 81%. Of course, for many businesses that heavily rely on their brand awareness and branded searches to bring in revenue, this rise might be a cause for concern. However, virtual and online marketplaces are now considered one of the most effective ways to scale globally, both for established businesses and smaller brands as they account for almost half of all global ecommerce sales. Whilst these platforms were once a place for small and independent brands, online retail giants such as Amazon and Walmart are beginning to scale their own marketplaces, capitalising on the nearly $2 trillion that is spent annually on the top 100 marketplaces. The shift in search can be put down to a number of changes in the way we shop, consume media and use technology. Notably, the increasing access to voice search, with Alexa and Google devices now regular features in our homes, has encouraged the rise of question-based searches. Understandably, competition on these platforms is increasing. So, in order to ensure their products are being presented to the right customers, businesses must work on product optimisation, while also building on their brand to encourage trust and repeat purchases. Recreating the “boutique” shopping experience online One way to do this is by aligning in store and online experiences. For example, although the days of exploring treasure trove, boutique shops are dwindling in favour of the online environment, consumers are still looking for those unique, personalised experiences from brands. In fact, 33% of consumers prefer to buy unique products over mass-manufactured items, which businesses should use as an opportunity for innovation within their product offering – to develop something that the other big retailers do not. Etsy is the perfect example of how independent sellers have come together on one virtual marketplace platform to provide consumers with just that: the opportunity to find unique, handmade products, combined with the ease of shopping online. The ecommerce and PPC perspectives Google processes over 40,000 search queries every second. Whilst some of these are guaranteed to be named brand searches, many are following suit with the growing solution-led trend, creating a strong case for brands to focus their efforts on appearing in these results through search engine and product description optimisation. For example, say a consumer is searching for loungewear. Emotional, descriptive words that create a sense of feel and a tailored result should play into your product descriptions, such as “warm loungewear”, “comfortable loungewear” or “soft loungewear”. The idea here is to narrow down descriptions to give people exactly what they want when performing these niche, specific searches. And in the era of voice search, ensuring products are optimised with accurate and specific descriptions is crucial. The same approach is effective for product ads, too. Descriptions and targeting cues must be tailored to customers’ searches in order to generate the best results. While this might sound like a time-consuming task, the use of PPC software and analytics tools can help you to automate, test and adjust activity for optimum performance. For example, through use of dynamic ads, copy can be adjusted to ensure it is directly relevant and personal to each searcher to encourage click through and conversions. Although Google remains the go-to search advertising platform, we always recommend running ads on Microsoft’s Bing platform too, as often, businesses find they generate better returns and require less budget. This is because Bing is much less competitive than Google, with fewer advertisers bidding for the same keyword, although search volumes remain attractive. Similarly, with the rise of social media commerce, with Facebook Marketplace and Instagram Shopping leading the way, as well as Amazon advertising, businesses looking to capitalise on shifting search and shopping habits have a number of avenues to explore. And while these tactics can help get products in front of customers in the increasingly competitive solution-led search environment, others, including retargeting, can then help to build brand awareness. This way, brands can capture customers who may have only been in the discovery or research phase when they were served the initial ad, as well as customers who may be ready to repurchase. Full circle This solutions-based environment is similar to that of Ask Jeeves, or, as it is known today, Ask.com. The question answering business was a perfect example of how a search engine can cater to the needs of consumers and provide quick answers to their questions. However, it was launched ahead of its time. It is interesting to see how this has now come full circle, with consumers needing quick and snappy results on-the-go, and Ask.com being perfectly positioned to cater to this need. AI has somewhat advanced this algorithmic model in today’s Google-led environment, but one could have imagined, in another time and place, that Ask could have been a pioneer in search-led advancement, rather than being the nostalgic afterthought it remains today. This is also a prime example of the constantly evolving online market. What consumers need today might not be what they want tomorrow. Although unfortunate in the case of Ask.com, businesses that can stay ahead of the curve by paying close attention to changes in consumer behaviour are much better off than those that stay stagnant. And, brands, whatever their size or scale, should most certainly pay attention and align their product descriptions to fit a much more solutions-led environment. But whilst adapting to changes, it’s important to never lose focus of the brand. Customers will always inherently look for trust in their purchases, and a simple flash offer is not enough to sway them away from a brand that deliver quality and confidence in its delivery. Although non-branded searches are the trend today, any sustainable business must be backed by a strong brand - that’s one thing that will never change.

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Spotlight

Mediaplanet

Mediaplanet delivers top class content marketing campaigns together with 15 000+ clients globally. Since the start in Stockholm back in 2002, we have grown into the world’s leading content marketing group with 15 offices across Europe and the North Americas.

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