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Shake Up Your Marketing in 2019 image

Shake Up Your Marketing MMP

Year-end is often a time for reflection on the past year, along with planning for the new year. So why not marketing?  How were results measured? What are specific plans for the year ahead?  How can you “shake up” your marketing with a focus on results?  Your friends at Modern Marketing Partners have some perspective we’d like to share.

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Healthcare Marketing 2019

Healthcare marketing efforts throughout the United States remain focused on addressing healthcare literacy in 2019. Large national studies have demonstrated that approximately one third of adult Americans have limited health literacy and describe feeling uncomfortable trying to navigate their medical benefits and the healthcare system. Among younger Americans the percentage is even higher with 56 percent reporting a lack of understanding. Healthcare literacy refers to health literacy, which is an individual’s ability to obtain, process, and understand basic health information and services needed to make appropriate health decisions. Health insurance literacy is another component of healthcare literacy and represents the capability of people to have the knowledge to choose the best health plans and benefit options to fit their circumstances ...

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Shoppable Media

This year’s holiday season is all about making the social world shoppable. In particular, companies are being given the access and the opportunity to make their content, images and videos shoppable this season. The reason this is big news for companies is this is a trend that interests people. According to PwC’s 2018 Holiday Lookout study, more than 40 percent of Millennials and 25 percent of Gen Z shoppers will purchase through shoppable photos this year. Here’s how social platforms are innovating this season – and you can too right along with them. Instagram just announced three new ways for users to shop while browsing their favorite photos of pets, food, travel, family and friends. The new features help people ...

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Holiday Sales

It looks like the season is going to be merry and bright. Whether entertaining at home or socializing away from home, consumers are looking to celebrate with others and spend money doing so. Holiday sales are expected to increase 5 to 5.6 percent over last year’s season, according to Deloitte’s annual retail holiday sales forecast. Additionally, ecommerce sales are forecasted to grow 17 to 22 percent, reaching $128 to $134 billion throughout the 2018 shopping season. And even businesses that think they might not really be in a position to capitalize on any holiday spending need to realize there’s an opportunity. According to Deloitte’s 33rd Annual Holiday Consumer Spending Survey, over half of shoppers (51 percent) believe in the spirit ...

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Inbound Content Strategy

There’s a sports adage that many coaches tell their athletes, “let the game come to you.” It may seem like odd advice, because most sports-related activities and matches seem to be all about controlling the tempo and taking charge of the game. However, this different and disciplined approach can yield important benefits for players and professionals alike. For marketing professionals in today’s business climate, it means being patient, not passive, just alert and resolute. And it means letting the customer come to you. You still have to entice them of course, but it may be over a longer period of time.  How do you establish visibility and credibility with this approach? By creating relevant content that has more in common ...

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Customer Data Safe

As marketers we like to talk about data. It’s usually in terms of how to access it and harness it to be more beneficial to our business. While data has tremendous value to our organizations, we need to remember with equal vigor to ensure its protection. Let’s face it; privacy hasn’t had a great year. Reports of breaches and mishandled data appear to be occurring daily. The big news hit early when in March the story broke that political consulting firm Cambridge Analytica hacked 87 million Facebook profiles, resulting in Facebook CEO Mark Zuckerberg having to testify before Congress and the European Parliament. If your audience wasn’t already uneasy, they most likely will be after this year. Companies have to ...

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Email Trends

Email keeps evolving despite naysayers’ warnings that it is going away. Every year email continues to be ranked as an important tool marketers turn to for communicating with prospects and customers. Email marketing progresses as more data points, technology and insights provide a deeper understanding that marketers can channel into their strategies. With over 2.8 billion people worldwide using email as a digital communications tool, it’s worth marketers’ time to stay on top of the latest trends. Both small and large businesses report positive ROI with each of their email dollars bringing in an average return of $44. This is why email beats out every other platform in turns of performance over the past years. Clearly, there is a tremendous ...

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Sales Opportunities Personalization Part 2

Two main points from our last blog, lead us into our current discussion on personalization. 1. Personalization is about tailoring your marketing tactics to deliver the most relevant product, service and experience to the right customer segment at the right time. And 2., According to recent research, creating personalized customer experiences in particular help many businesses increase their top lines. What does that look like today? According to Segment’s 2017 State of Personalization Report, consumers demand fast action and personalized communication in nearly every channel almost as soon as they choose to identify themselves to a brand. Respondents provided three important reasons for companies to take quick action: 54% expect to get a personalized offer, 63% say it will drive ...

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Company Strategy Personalization Part 1

Personalization in marketing means taking customer segmentation to the next level. It requires tailoring your marketing tactics to deliver the most relevant product, service or experience to the right customer segment at the right time, based on your knowledge of that customer and his or her preferences. That’s a tall order today, because customer touchpoints span across multiple channels including web, social, mobile, and physical locations. So while that makes it tough on the front-end to deliver customized content across all those channels, on the backend it means customers are providing companies with a good deal of information about their preferences and intent. Yet getting at the data from the multiple systems it sits on may be the biggest challenge ...

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Marketing 24/7

Businesses are in the business of engaging customers. That requires having your thumb on the pulse of the marketplace and being ready to act at a moment’s notice. It means having a workplace culture that emphasizes flexibility and agility, while understanding the importance of utilizing technology and social media to build relationships and loyalty. Author David Meerman Scott’s book Real-Time Marketing & PR, provides marketers with the impetus to pick up the pace. With use of his examples below, organizations can determine why they need to be ready to respond quickly to unfolding events in today’s online environment, and why it’s sometimes even important to be the first to go there. The Value of Being First Starting the conversation early ...

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Small Business Saturday

Small Business Saturday (SBS) is right around the corner on the Saturday after Thanksgiving, November 24th. It offers businesses the opportunity to capitalize on the momentum of Black Friday and create some excitement of their own. For some companies it will be a way to start off the holiday shopping season, for others, it may be even more important. Small businesses that are more seasonal in nature, especially those with traditionally spring and summer products or services, can use SBS to offer a special promotion for consumers to consider their offerings during a time they otherwise would not. It can play an important role in facilitating business all year long. Not sure if it’s worth pursing? Consider the data from ...

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Packaging Trends

Product packaging has become more important as changes and challenges continue to reshape how businesses, consumers, and governments deal with sustainability and the shifting demands of ecommerce. Packaging must bridge the crucial connection between consumer trends, behaviors, and values and the innovative role companies must uphold in order to accurately interpret their markets’ unique needs. Packaging today needs to reflect the most forward-looking attitude of a circular society. This year Nestle made an announcement that it plans to make 100 percent of its packaging recyclable or reusable by 2025. Stating that they believe, “plastic waste is one of the biggest sustainability issues the world faces and that there is a urgent need to minimize the impact of packaging on the ...

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Quality Content

Quality digital content has the potential to help B2B marketers cost-effectively reach annual company goals. The key to pulling this off requires a commitment to providing content that puts your audience’s needs first. And it must happen at every point in the selling cycle. A recent survey by Clutch Research finds that 88 percent of B2B audiences read business content online at least once weekly to stay informed, research companies and make purchasing decisions. The report identifies four stages in the sales funnel and the content consumers consider during each phase in the sales conversion. Taking a look at their findings can help companies understand how to interact with B2B audiences and take advantage of opportunities to engage potential customers ...

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Mobile Messaging Helps Overall Customer Experience image

Mobile Messaging

Creating the ultimate customer experience today requires a whole organization approach. As it should, and it requires you to expand your thinking to encompass the entire experience. Meaning you care about what happens to or with a customer before, during and after purchasing your company’s product or service. Therefore, from a marketing perspective many businesses have invested time and money to reach customers where they spend most of their time – on their phones. This has meant carefully considering consumer app usage and preferences. As mobile has exploded in growth in recent years, app downloading and usage has grown exponentially as well. Forrester data as well as a 2016 study by App Annie found that users access approximately 30 apps ...

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Voice Activated Search

Is your company prepared for Voice search? Currently about 25 percent of all mobile searches are voice-activated, and by 2020 that number is expected to climb to 50 percent. Marketers believe half of all consumers will use a combination of voice-activated and artificial intelligence (AI) technology daily within the next year or two. Low Adoption Rate by Marketers It would seem only fair to say that marketers need to prioritize designing strategy around these technologies in order to meet customers’ rising expectations. However, a 2017 study by BrightEdge found that just 35 percent of marketers are somewhat likely or likely to adopt voice search in the near future, and only 3 percent were rolling it out last year. Additionally, 32 ...

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The Best Signup Forms According to the Statistics of 2018 image

Best Signup Forms 2018

There are a lot of different ways to collect your customer email list. And either collecting a decent email subscribers’ database will take you forever or an effective toolkit will save you from Sisyphean work.   Omnisend – ecommerce marketing automation platform – analyzes their customers’ data and provides us with their reports every year. This year, it has been the data from over 7200 brands, mostly from the United States, United Kingdom, and other English speaking countries.   The comprehensive infographic contains the insights on promotional email campaigns, marketing automation, the Black Friday promotions as well as list building means. This time let’s take a look at Omnisend findings on the signup forms’ performance in 2018. What forms have ...

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Instagram TV

In our last blog we discussed how to utilize live video in a company’s marketing mix. Live broadcasting allows for real-time company and customer interaction on social media’s most popular platforms. It may also seem a little scary for a company, especially one who hasn’t done much video creation in the past, to jump into live streaming. So let’s talk about another option companies should consider, thanks to Instagram’s new platform launch over the summer. In June, Instagram introduced IGTV, a new platform that allows companies to upload their phone-captured, long-form (as in up to an hour) videos for their followers to watch. This comes five years after the launch of video on Instagram, which only allows for one-minute videos ...

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Google+ Cancellation – Implications for Social Media and SEO image

Google Cancelling Google Plus

Millions of businesses are signed up to Google+: it has become an important part of both social media and SEO initiatives. Did you know that Google+ engagement is comparatively better than most social networks? According to SEP, “Google+ active users spend quality time on the site — an average of 3:46 per visit.”  And Google+ bounce rate is excellent at 53.6%. See chart below. So what happens when Google decides to shut down the platform? You didn’t see that coming but it’s actually going to happen over the next 10 months. To the uninitiated, this may not seem like a problem. But to you that every once in a while uses Google+, why wouldn’t Google just consider you! The fact ...

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Live Broadcasting

Live broadcasting offers businesses a way to give customers an inside look at their brand and tell their story in a little more interesting and engaging way. Companies of all sizes and social media budgets need to consider taking advantage of live streaming’s unique capabilities to provide timely content that captivates followers. This type of content is where all the growth is expected to happen over the next couple of years and therefore, stands to reason that it will boost a company’s growth strategy on social media as well. What is Live Broadcasting Live broadcasting can be done through these main social media platforms: Facebook Live, YouTube Live, Instagram Live or Twitter’s Periscope. Live broadcasting allows for real-time conversations with ...

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Organizational Commitment Key to Delivering Quality Customer Experience – Part 2 image

Customer Experience Part 2

In our previous blog, we discussed the necessary integration of systems to deliver real-time, meaningful customer interactions. Organizations seem to understand the importance of gathering and utilizing data to help create a seamless customer journey, but are struggling at getting it in the hands of the right people at the right time to be truly impactful. You can see how valuing the customer experience requires an organizational commitment to embracing the concept that customers rule supreme. Clearly, every team member from every department needs to be on board with delivering your brand’s strategy. This will lead to less customer turnover and strengthen your position in the marketplace to continue attracting new customers. To effectively focus on the customer experience though, ...

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It’s Time to Deliver a Consistent Customer Experience Across Multiple Platforms – Part 1 image

Customer Experience Part 1

Today’s clients are interacting with your company through multiple channels such as your website, your Facebook page, your loyalty program or any number of other ways. And the ways are increasing every year as technology advances, right along with customer expectations right too. So it’s important to create a consistent customer experience across every channel now and for the future. According to Forrester research the customer experience will be more important than price in determining customer purchases and customer retention by the year 2020. Customer brand relationships will require companies to deliver personalized, relevant experiences that empower customer behavior based upon them receiving the right message, at the right time, in the right place. Are companies prepared to do that? ...

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Align Marketing Sales

Do marketing and sales really need to be aligned for a company to be successful? The answer today is still “Yes”.  While historically any misalignment was often blamed on the nature of organizational structure that supported two different and separate departments. It’s probably not as accurate an argument anymore, as it is now more about how the buying the process has changed over the last 10 years. The Internet offers customers new and numerous ways to gather information. Social media now has its influence in the buying process along with other digital channels too. Customers are inundated with products and services, making the marketplace highly complex to navigate. This is especially true of the B2B market today, where buyers believe ...

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4 Digital Tools that Make Content Creation a Little Easier image

4 Digital Tools

Marketers’ jobs include a little bit of everything today. Companies are investing in social media, public relations, website and landing pages, advertising, email campaigns, blogging, vlogging, and the list goes on and on. And content creation for all these tactics is a critical component of their success. While technology has driven marketing in new directions, it has also provided marketers and content writers with new digital tools to help simplify their jobs. Today there are boundless apps and tools that didn’t even exist five or 10 years ago. Many of the tools you’re probably currently using may be MailChimp for email list and automation marketing, Hubspot for content creation or Buffer for social media scheduling and replying. However, there are ...

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Digital Signage

Digital signage is growing in marketing and advertising usage across industries. In 2015, the digital signage market was valued at nearly $17 billion and is expected to continue growing to reach approximately $33 billion by 2023. Multi-screen video walls, free-standing kiosks, tablet devices, and other products can deliver information about a company’s products and services through quality graphics and videos. The very nature of digital signage allows for companies to really showcase new promotions, important announcements, and real-time product descriptions to gain the edge over their competition. You might not even realize how prevalent they are today, but your daily life is full them. Think the mall, grocery store, health club, financial institution, provider office visit, etc. all of which ...

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Local SEO for Contractors – Part 2 image

SEO Contractors Part 2

Now that the construction business is established with Google, it’s important to optimize the website so that you can further improve the likelihood of coming up in local search. What follows are some important tips forlocal SEO that go beyond GMB. Digital Marketing Tips to Improve Local SEO Increase the company’s chances to land on the search results page! There are a number of steps that can be taken to achieve this. NAPs are Important Be sure to include NAP information (name, address, phone number) and other important details in an easily crawlable HTML text format. Remember that images can’t be crawled, other than the alt text, so don’t include vital NAP information in image format; be sure it’s in ...

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