Customer engagement is a hot button topic for a lot of brands. Most marketing managers desire their brands to be on the forefront of the minds of their target consumers. New data from Korn/Ferry International indicates that customer engagement keeps the majority of marketing executives (52 percent) awake at night. The characterization of “awake […]
Blog Archive.
Distributed Marketing & Analyzing Ad Spend Trends
Marketing Charts recently produced data analyzing where ad spend is going in a number of mediums. The headline of “Global Ad Spend Outlook Worsens for Most Media” is an accurate headline, but doesn’t tell the full story. From a distributed marketing perspective, there’s opportunity as the multichannel, digital component of the advertising pie continues to […]
Bridging the Advertising Trust Gap, Part 2
In March, I wrote about the advertising trust gap and how companies can work to bridge it. More data has come up this week indicating a significant gap in the way that consumers perceive advertising vs. the way businesses think that consumers perceive advertising. Survey data from Nielsen indicates that businesses believe that 43% consumers […]
Which Channels Sell the Most?
Wired published an article about the results of an extended study by marketing data company Custora about how various channels in the multichannel marketing communication mix perform in terms of driving sales in the e-commerce space. The results should spark discussion in the marketing community. Organic search and CPC were the overall leaders, which makes […]
Why Online Customer Reviews Are So Powerful
Marketing Charts cited data published by BrightLocal.com indicating that 8 in 10 say that they trust online reviews as much as personal recommendations. While this statistic alone has meaning, I would rather see a statistic that demonstrates a behavior based on online reviews. Nevertheless, having positive online reviews is something that companies should desire. Looking […]
Data on Why People Become Facebook Fans is Revealing
Mashable posted an article about a Syncapse survey containing insight into why people decide to “Like” a brand on Facebook. The most common reason cited for “Liking” a brand was that respondents wanted to show that they actually liked the brand. Sometimes, the simplest explanations are the correct ones. There were other reasons why people […]
The Challenge of Consistency in a MultiChannel Environment
One of the biggest stories to come out of the marketing/brand management world in the past week was the decision made by retailer Men’s Wearhouse to drop company founder & advertising spokesman George Zimmer from their marketing communications. Zimmer’s identity is closely tied to the Men’s Wearhouse brand. It will take a while for that […]
FINRA’s Social Media Sweep & Distributed Marketing
News this week emerged that FINRA will be closely examining social media profiles of certain financial advisors. When stories like this come out, it is a great reminder of the nature of a highly regulated industries like financial services and insurance. Thoughts of brand compliance permeate an organization more deeply during times likes these, but […]
The Role of Distributed Marketing in Building Brand Awareness
CMO.com recently featured an article about why CMO’s are not good at selling the concept of brand awareness. On the surface, this seems almost incomprehensible to me, as it is a basic fundamental truth of marketing that brand awareness is the first step to inducing purchase. However, this notion makes sense in the context of […]
Strengthening a Hotel Brand Through Distributed Marketing
Software Advice, a free resource for hotel management systems, recently featured an article about what hotel brands can do to get more bookings directly rather than getting bookings from online travel agencies. With online travel agencies, hotels have to pay commissions for each booking that the agency brings in. This idea would seem like a […]
How Does Social Media Buzz Impact Sales?
This is a hot button issue amongst marketers today. AdAge reported in March that Coca-Cola announced that it found no statistically significant short term impact on sales based on social media buzz. Eventually, Wendy Clark, a senior marketer from Coca-Cola, wrote a follow up piece to the AdAge story about how important social media is […]
Multichannel, Distributed Marketing Automation Still Growing
Last Fall, one of Distribion’s big marketing pieces was an infographic simply named The Rise of Distributed Marketing. 8 months later, news coming out of the multichannel marketing automation sector is still positive. Recently, Gartner released data indicating that marketing automation software will achieve 11% growth this year. Various other statistics have indicated extended periods […]