A recent study shows that U.S. consumers deeply value small businesses – more than half visit or use the services of a small business and more than double cite local commitment over price as their top motivation. Following are further findings with positive trends and tips: Local businesses are important to consumers: Over three quarters…
A recent study shows that CMOs (Chief Marketing Officers) rank business growth as the top priority in marketing goals. Following are insights into achieving this objective, as well as other strategies and challenges*. What are the top priorities in marketing? Business growth ranks first as the primary role of marketing: • #1: Delivery of business…
Marketing is always changing, and Customer Experience (CX) – interactions between a business and a customer throughout their relationship (ex., awareness, discovery, cultivation, advocacy, service, purchases) – is the new marketing battlefront, focusing on making businesses people-friendly. 89% of businesses expect to compete mostly on the basis of CX.¹ 74% believe that CX impacts customer…
Awareness is the first stage in the customer purchase funnel — a buyer must be aware of your product/service before making a purchase. While ROI (Return on Investment) focuses on sales, ROO (Return on Objectives) focuses on defining metrics, such as increased awareness, brand impact, and purchase intent. Awareness is an important metric to be…
In the past, companies typically used mass media (ex: TV, print, radio, etc.) to reach large audiences and there was limited data for digital advertising. Today, we are in the “age of local,” where marketing wars are digital and local relevance is key for major brands and local businesses. Follow the Money Multi-location brands are…
Brand awareness should be a key component of marketing efforts. Studies show awareness of a product/service is an important factor for consumers when making purchases, linking brand awareness to consumer preferences. Defining the Brand A brand can be defined as the relationship with the consumer; consumers feel “ownership” of a brand because of their experiences…
Out-of-Home (OOH)* marketing is ideally placed to bring meaning back to advertising and help businesses reconnect with consumers, achieving strategic presence in a crowded media landscape. Analysis concludes: Out-of-Home: OOH can achieve long-term brand value at a time when attention often becomes focused on short-lived clicks, shares and instant gratification. Effective use of OOH means…
PwC released its Entertainment & Media Outlook Report, a study that contains projections for online and offline media advertising expenditures through 2021. The following are highlights for major media markets in the U.S. Online Advertising Online is expected to have a 9.9% compound annual growth rate (CAGR)¹ through 2021. Mobile online is projected to grow…
A strong brand communicates what your business does, while establishing trust, credibility, awareness and loyalty with consumers. “Small business owners who think big, who think about growth, who think for scale … understand that branding is important and invest in their brands.” — Ramon Ray, entrepreneur/speaker/author/small business expert What is a Brand? A brand is…
All businesses are digital in some aspect. Between finding new customers or staying connected to current ones, there’s much to consider for your marketing strategy. Below are 4 key ways to give your business a digital tune-up: 1) Give your digital platforms a review. Consider the look of your website, which is often your first impression…