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…
Savvy marketers understand the lifetime value of a customer. As a result, they build their acquisition formulas around long-term success, not one day revenue. To gain a competitive advantage, follow this “not-so-secret” four-step formula: Step 1: Determine the lifetime value (LTV) of your customer. LTV is the forecast of a customer’s worth over the lifetime…
Local businesses, which represent 56% of businesses used by U.S. internet users, provide a better customer experience over national chains, according to recent research. Respondents cite how local outperforms national on service and quality: 96% – better at personalizing service. 91% – more trustworthy and better at treating them fairly. 88% – better at customer…
The goals of advertising, Sales Activation and Awareness Building, are valuable in both the short and long-term. Sales Activation generates short-term sales uplifts: Targets people looking to purchase on the spot. Aims to trigger a purchase impulse. Does not build long-term growth and loyalty towards a company’s product/service. Awareness Building promotes long-term sales growth: Targets…
Growth comes from reflecting on both successes and failures. Below are the four most common advertising mistakes to avoid. Don’t wait to share news about your company, product, service. Communicating news is a prime opportunity to grab attention and motivate consumers. Research shows that news is strongly correlated to purchase intent. When you have news,…