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…
Your business is mentioned all over the Internet. It’s important to have your business listed in as many directories as possible, as it helps your ranking in Google Maps’ search results and with local SEO (Search Engine Optimization). Following are steps for optimum results: 1. Consistent NAP (Name, Address, Phone Number) Google improves search results…
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+…