Outfront Launches ON Smart Media, Mobile Network

| November 5, 2015

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Outfront Media is launching a new technology platform and mobile network for outdoor advertising that includes addressable digital displays and cross-channel targeting with mobile devices, the out-of-home media company announced this week.
The new platform, called Outfront ON Smart Media, combines cloud distribution with addressable displays and Outfront’s programmatic distribution network.

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Harrison and Star is a full-service, global healthcare marketing agency, combining show-stopping creative, strategic savvy, and deep scientific expertise. Over 400 employees strong, we are united to give voice to health.

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Winning strategies for CPG brands in recovery

Article | June 16, 2020

As most businesses are reopen and America crosses an uneasy threshold, consumers are moving from anxiety and worry to boredom and anxiousness—many are eager to get back to a new normal. Still, some will wait for a vaccine before fully entering the world outside their homes: the latest research from McKinsey suggests 61% of consumers will remain isolated when restrictions are lifted. This means consumers will be in a state of flux as the country navigates its way to reopen.

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MARKETING STRATEGY

10 Do’s and Don’ts of Market Research Translation

Article | June 16, 2020

Most influential organizations need international market research as it helps formulate growth strategies and decision-making processes. Market research translation allows businesses to understand clients’ expectations, conduct competitive analysis, make educated business decisions, and much more. Surveying multilingual consumers is challenging in multiple ways, requires language expertise, and has zero room for errors. A single mistake, miscommunication, or misunderstandings can adversely impact a company’s progress in local and international markets. Many organizations hire business translation services firms for their expertise in the sector. Here are some do’s and don’ts of translating market research to understand the complexity of the task. The Do’s: 1. Native Speakers When translating surveys, questions, and instructions, working with native speakers allows questionnaires to sound more natural and helps respondents feel comfortable when answering. Additionally, having native translators who have or are living in your target research area will help them understand the respondents better. Your translators will understand the local language and colloquialisms as well as make the questionnaire easily accessible. 2. Background Information Your market research translation services firm should have all the necessary background information to understand your research scope and objective, along with ensuring its accuracy. Your translators should know what kind of information you need from respondents to ask the correct questions in the target language. In addition, the linguists who translate the answers would also require a complete discussion to comprehend the precise meaning of the statements made. 3. Avoid Leading Questions Ensure that your survey has minimal leading questions, if any. Such questions decrease the accuracy of your research by guiding respondents toward specific answers. Typically, leading questions might confuse your respondents. They might answer in a different way than they would in normal circumstances. This may alter your research results and give you an erroneous image of the local market, which can impact your company’s positioning adversely in the long term. 4. Review of Target Participants Depending on your survey region, you may need to adapt your research methods to include real-time conversations, phone interviews, besides online questionnaires. You may need to create new classes of participants for your study due to population structure variations. If required, you can reorganize your target audience categories, their number, and how you contact them. 5. Test Study Methods Your business translation services team should test the questionnaire on a sample before you go live to ensure that all your respondents understand the instructions and questions. This also helps you avoid vague messages and poorly translated, indistinct questions. Invest some extra billing hours in testing to ensure the accuracy of your research. The Don’ts: 1. Not Going Beyond Word-to-Word Translation Market research documentation involves surveys, questions, videos, interactive content, and more. Along with terminology and grammatical rules, translators require details, like the respondents' voice pitch, body language, and idiomatic expressions for successful translations for the project. 2. Overlook Cultural Aspects Researchers cannot ask the required questions or conduct a qualitative analysis of the answers without cultural insight. They simplify communication between the respondents and the translator and enable you to represent the local market accurately. Integrating cultural nuances into the research helps you create an emotional connection with the respondents and results in more accurate answers for your analysis. 3. Ignore Data Security Adhering to data security protocols builds trust among your local audience and reduces the risk of problems with local authorities. If your questionnaires have sensitive data, avoid any data security breaches. This builds trust among your local audience and reduces the risk of issues with the law. If you take assistance from a language service provider, they should ensure that your research results and the respondents’ data are protected. Usually, your translation agency will have strong data security measures to keep your files safe and secure. 4. Forgetting to Proofread Translating market research involves concepts that cannot always be compared in all languages, brand perceptions that differ with the region, varying local social norms for communication, and several other aspects that influence the translation and localization process. Get survey results checked and proofread by the research team before sharing them with your management and stakeholders. This ensures that analysts use accurate data to make their predictions and removes any mistakes from the document. 5. Have Fixed Deadlines Your market research results will determine your product launches, fresh marketing strategies, and development. Proper documentation for multilingual market research needs time and patience, as rushing through the entire process can be counterproductive. Rushed translations and skipping critical phases of research might result in the omission of essential data and altering the analysis results. This could lead to a false assurance that pushes you in the incorrect course. Multilingual market research requires translating both the instructions and surveys that enable you to investigate local markets and local respondents' data.

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5 Positive review examples: It’s all in the response

Article | June 16, 2020

When it comes to online reviews, a high star rating isn’t enough to set your business apart from the competition. Without written reviews, a star rating (no matter how high) falls flat. The average consumer spends 13 minutes and 45 seconds reading through reviews and review responses before making a decision. The right review response from your business can make a 5-star review even more powerful and minimize the damage of a negative one. Learn how to respond to positive reviews to further establish your business’s credibility.

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Transformation of Content Marketing in COVID-19

Article | June 16, 2020

Content marketing in COVID-19 has been wholly evolved. Let’s discover about transformation in content marketing strategy by knowing valuable statistics and necessary guidelines. Introduction Content marketing is a strategic way of marketing approach that primarily focuses on top-notch content, authenticity, valuable information, and customers' need to attract their audience to buy their products or services. The content you are delivering to your target audience, customer, or prospects should be valuable, authentic, and need to reach them in a way that feels organic and accepted. Content plays a very decisive role in the establishment of a brand. Content marketing growth statistics show that 77% of marketers say their company has a content marketing strategy. Meanwhile, 69% of successful B2B marketers now have a documented strategy for content marketing in COVID-19 More than 77% of marketers have transformed their content marketing strategy owing to pandemics. Marketers believe that the pandemic intensely affected people. Now, it has become challenging to influence your target audience with outdated strategies. The need of the hour is to approach your audience with calculative steps, innovative ideas, and well-research content. Let’s look at each aspect of content marketing in the COVID-19 strategy that can turn your innovations and ambition into success. Types of Content Marketing There are a variety of content marketing types that differs from business to business. It’s eventually about what kind of content marketing helps your business to reach a definite goal. Here are some common kinds of content marketing. Blogs User-generated content Social Media Posts Videos Podcasting Email Infographics Ebooks Whitepapers Case studies Memes Why Content Marketing Matters? The famous saying “Content is King” is undoubtedly true. Your content marketing strategy decides your business existence. Let’s find out how content marketing is far better than other marketing tactics. Content marketing is a significant component of each digital marketing strategy which is unavoidable. A persistent content marketing strategy provides positive ROI. Unique and thorough content assists SEO in performing better. It is cost-efficient. It builds trust with your customers. It makes your marketing funnel better. Content marketing strengthens your communication with customers. Different industries such as OTT, digital marketing are entirely dependent on content Quality content makes you stand out from other competitors. It increases mouth-publicity. Content marketing turns your visitors into customers. It decreases your advertisement spends. Educate your leads and prospects about your products and services. Quality content aids other marketing strategies to accomplish your business goal. Statistics about Implementing Content Marketing Strategy 89% of content marketers use blog posts in their content creation strategy. 70% of marketers are actively investing in content marketing. 78% of companies have a team of one to three content specialists. 24% of marketers plan on increasing their investment in content marketing. 94% of marketers use social media for content distribution. 70% of the B2B content marketers say their brand’s content marketing efforts have been much more successful than last year. 96% of the most successful content marketers say that content marketing has helped them build credibility and trust with their audience. 61% of consumers have also bought something that’s recommended by blogs that they read. 69% of marketers use content to tell stories. Make Your Content Marketing Strategy More Powerful in COVID-19 Holding presence on demanding platforms and perform remarkably is only possible when you have a resilient, persuasive, and extensively researched content marketing strategy. How content marketing in COVID-19 has entirely changed, and how can you utilize those strategies to keep your audiences engaged and experience profitability? Let’s understand. Organizational Support Your content marketing strategy is nothing without organizational support. Most of the time we find people working department-wise and don’t participate in other’s department activity. Whether you have a big team or a small one, you will need to have everyone in the company participating in your content strategy. They can give their contribution in any form. Reanalyze Your Goal Setting a goal is not enough at the time of pandemics when businesses are grappling with various challenges. You need to recalculate your goal regarding every element such as target audience, finding a niche, market research, budget, etc. Write for Your Customer, Not for Your Brand Undoubtedly, experiencing profitability is your business goal, but sometimes it is essential to understand your customers’ expectations or needs. Therefore, your content marketing strategy only will be succeeded when you have a proper understanding of your audience, prospects, or customers. Determine Your KPIs After setting your goal, your next job is to develop key performance indicators. KPIs are highly effective in quantifying your actual performance against your objectives. Unique page visits, downloads, shares, inbound links, CPC, CPL, ACV, products review, website traffic are the essential key performing indicators to evaluate your performance. Find out the Right Kind of Content It is not essential to adopt each content type to be in the race. It would help if you finalized that which content type is appropriate for your business. You cannot invest your entire budget in every kind of content. When it comes to the whitepaper, it performs differently as compared to social media posts. Analyze Each Channel Performance When you are writing for your blogs, it doesn’t go the same way you write for the whitepaper. Different marketing channels need a specific style of writing. It could be narrative, persuasive, expository, or informative. Therefore, analyzing the performance of each channel is mandatory so that you can choose your appropriate channel and write accordingly. Enhance the Quality of the content The quality of the content should be the utmost important concern to each marketer. Therefore, you can’t compromise with the quality of the content. Quality content consists of authenticity, valuable information, readability, visual appeal, authoritativeness, length, and extensive research of that particular industry. Be Innovative and Approach with Humor Innovation is the critical component to transform your content marketing strategy. Promoting your products or services by being innovative and approaching with humor is vital in this time of pandemic when people are dealing with various difficulties. Moreover, an amalgamation of creative content and humor can assist your business in finding out decided results. Final Thoughts Marketers are very well aware of changes in content marketing in COVID-19. And they started discovering to make their strategy better by researching. These valuable tips that have been mentioned above regarding content marketing strategy can surely elevate your business towards success, profitability, and accomplishment of your goal. Frequently Asked Questions How to optimize your content in COVID-19? You can optimize your content by being innovative, holding research skills, and monitoring consumer behaviors & channel preferences. What is the best type of content in COVID-19? It depends on the business but, blogging, social media content, and memes, the whitepaper is the popular content in COVID-19 that various industries are implementing. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How to optimize your content in COVID-19?", "acceptedAnswer": { "@type": "Answer", "text": "You can optimize your content by being innovative, holding research skills, and monitoring consumer behaviors & channel preferences." } },{ "@type": "Question", "name": "What is the best type of content in COVID-19?", "acceptedAnswer": { "@type": "Answer", "text": "It depends on the business but, blogging, social media content, and memes, the whitepaper is the popular content in COVID-19 that various industries are implementing." } }] }

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Harrison and Star

Harrison and Star is a full-service, global healthcare marketing agency, combining show-stopping creative, strategic savvy, and deep scientific expertise. Over 400 employees strong, we are united to give voice to health.

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