While consumers are cautious in their viewing and sharing of information, brands can influence purchase activity with their content efforts. Following are insights from a recent study: 1. Why Brand Content is Valuable: Information; Differentiation Consumers prefer content that provides information, not promotions. Content helps consumers choose between products/services and helps them make a final…
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…
Marketing is the first step in the sales process. Sales conversions typically now take more time, making Return On Objective (ROO) a more realistic standard on which to weigh your efforts versus the common form of using Return On Investment (ROI). Return On Objective (ROO): a flexible approach based on a specific set of objectives….
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…
A Nielsen study shows that Out-of-Home (OOH) is the most effective online medium in driving online activity among U.S. adults 18+, and delivers four times more online activity per ad dollar spent compared to Television, Radio, and Print. Out-of-Home Connects the Real and Online Worlds: After seeing advertising on OOH, almost half of adults 18+…
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…
Tracking and monitoring competitors’ operations can help businesses develop their own successful marketing efforts and strategies. It’s important to look at their clients, new products/services being offered, and keep up with price fluctuations and demands within a specific market. 1. Review How Your Competitors are Reaching Consumers “Review… the media your competition is using to…
“The power of online is in the hands of the searcher. When someone lands on a page, they should be satisfied with the result.” – SearchDex CEO David Chaplin Search is important to a business’ overall success, and an essential part of the “consumer behavior funnel” Awareness-Research-Purchase-Customer Loyalty: A SearchDex study reveals that marketers believe…
Claiming and optimizing your Google My Business listing has proven to be a good way to raise your local search ranking. Google My Business (GMB) is a free tool for businesses to manage their online and mobile presence in Google Search, Maps, Reviews and Knowledge Panel (see graphic). By verifying your business information, you help…