Author Archives | Barton

You’re More Than an Email Address, But Studies Show Marketers Glued to Basic Data

You're More Than an Email Address, But Studies Show Marketers Glued to Basic DataThough the talk in digital advertising circles is all about the data that allows marketers to target customers, it’s slow going.

Recent studies show that such benign “beginner metrics” — email addresses, names, and simple demographics are the prevalent data employed for personalization.

A June, 2015 study by VB Insight provides some proof. Its survey shows marketers dabbling in personalization used email address (57 percent), name (45 percent), location (41 percent) and demographics (40 percent). More advanced info was gathered less: location-related data (18 percent), lifestyle details (15 percent) and psychographics (8 percent).

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Posted in Marketing Strategy, Mobile Advertising, News, Platforms, Technology0 Comments

Can Brands Reach Millennials Without Video? Fat Chance, as Gen Y Prefers Video to Text

Can Brands Reach Millennials Without Video Fat Chance, as Gen Y Prefers Video to TextIt almost goes without saying at this point, but still it must be said: if you’re marketing to millennials, you’d better have that video rolling big time.

Millennials — often called Generation Y — is that highly coveted cohort of consumers born between 1980-2000. They will be spending more than $200 billion annually starting in 2017 — about $10 trillion in their lifetimes.

Animoto gets this. One of the leading online video creation applications that empowers anyone to create and share extraordinary videos, just released new data from its “2015 Animoto Online and Social Video Marketing Study.”

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Posted in Announcements, Marketing Strategy, News, Platforms, Technology0 Comments

Suja Juice Turns On Mobile Sales Spigot with Instagram Marketing

Suja Juice Turns On Mobile Sales Spigot with Instagram MarketingHow good can Instagram be for organically promoting sales?

Potentially very good — as organic beverage brand Suja Juice recently discovered. The company parlayed Instagram placements into an effective digital storefront that was very successful.

“By combining inspirational content with a buying mechanism, (it) resulted in the social network becoming the top mobile referral site for mobile sales,” according to MobileCommerceDaily (MCD).

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Posted in Mobile Marketing0 Comments

Mobile Rocks the Small-Business World, Too; 8 in 10 Use Device At Least Once a Day

Mobile Rocks the Small-Business World, Too; 8 in 10 Use Device At Least Once a DayThough small businesses aren’t the ones marketing via mobile or trying to figure out how programmatic advertising works, they still need mobile to do business.

Small biz owners (SBOs) and their phones are “attached at the hip” — sometimes literally.

The latest research from Manta showed that 80.5 percent of U.S. SBOs use their mobile devices for business once a day or more. Almost 25.3 percent used these once an hour, 11 percent between three and five times daily, and 17.3 percent nearly 10 times a day.

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Posted in Marketing Strategy, Mobile Advertising, Mobile Marketing, Technology0 Comments

Tough World Out There for Advertisers Trying to Master Multichannel Marketing

Tough World Out There for Advertisers Trying to Master Multichannel MarketingThough a June, 2015 study by Lewis PR indicated that 84 percent of senior marketers worldwide say multichannel marketing is a key focus of their current marketing strategy, they may not be getting the support they need to actually implement such efforts.

“When asked about the biggest challenges to multichannel marketing, nearly a quarter of respondents said they lacked the time and resources to develop and execute multichannel campaigns, and the same percentage struggled to get buy-in at the board level,” reports eMarketer. “Similarly, other issues related to a lack of investment in tools needed to manage multichannel campaigns as well as a limited understanding about the process as a whole.”

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Posted in Marketing Strategy, Mobile Advertising, Mobile Marketing0 Comments

‘The App Secret’: MMA Webinar Shows How To Succeed with Branded Apps

‘The App Secret’ MMA Webinar Shows How To Succeed with Branded AppsCircle Tuesday, July 28 on your calendar. That’s when the Mobile Marketing Association (MMA) will present a special webinar — “The App Secret: How To Succeed Where So Many Fail” — from 1 to 2 p.m. (CDT).

The webinar, featuring presenters Meredith Tretiak, Director of Product Marketing, and Tom Farrell, Director of Marketing, will discuss the ways in which brands are under pressure to extend value to mobile.

“In this session you will learn how to generate the most value from a branded app and get a clear understanding of the pitfalls along the way — and how to avoid them,” according to the MMA. “We will discuss strong app design, how to create a plan for acquiring users, and the ways in which you can build relationships with those users and thus deliver long-term value.”

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Posted in Announcements, Marketing Strategy, Mobile Devices, Mobile Marketing, News, Platforms, Technology0 Comments

Can Any Company Afford to Ignore Digital Asset Management and Data Analytics?

Can Any Company Afford to Ignore Digital Asset Management and Data Analytics“The honeymoon is over for marketers when it comes to getting a free pass on proving ROI for their efforts. It’s no different for the products and services used for digital marketing. Digital asset management (DAM) is right at the pointy end of the CEO and customer sword to prove its worth.”

That’s the opener from a long-ish but very instructive recent post by Elliot Sedegah at Adobe’s Digital Marketing blog.

The problem, according to Sedegah?

“Too often … there’s a disconnect between recognizing and then harnessing the impact of an asset,” he explains. “While most marketers know gathering data on content use is important, many still “trust their gut” for making marketing-spend decisions.”

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Posted in Marketing Strategy, Mobile Analytics, Platforms, Technology0 Comments

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