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Psychographic Marketing: What Marketers Need to Know

Posted by Carlye Creel on January 3, 2018 at 10:41 AM

If the term "psychographics" brings to mind images of lava lamps and tie-dye shirts, think again.

Psychographic marketing isn't a throwback to 1970s business promotion techniques, but rather a marketing approach that focuses on human attitudes and interests. Here's some insight into psychographics, and tips for putting them to work for you.

What are Psychographics?

When marketers dig into the psychographics of their target customers, they're learning about behaviors, values, interests, opinions, attitudes and activities. This approach often augments traditional demographics-based audience personas.

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Topics: Integrated Marketing

How to Reach The Unreachables Through Advertising

Posted by Solomon Cormier on December 7, 2017 at 1:58 PM

Since the dawn of television, brands have used the platform to successfully deliver their messages directly to viewers' homes. From small, local businesses to global organizations, television advertising has been a staple of the traditional media mix for brands for generations. But over the past decade, TV consumption has changed dramatically — especially among one particular group.

The Challenge of the Unreachables

Coined by Heart & Science CEO Scott Hagedorn as "the unreachables" in a Wall Street Journal article, a significant portion of millennials and Gen Xers are shying away from traditional means of consuming television. Instead, these adults watch TV programs through apps on mobile devices and through streaming services like Netflix and Hulu.

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Topics: Digital Marketing Strategy, Integrated Marketing

Home Services Marketing: Top Three Lead Generating Strategies

Posted by Jesse McCambridge on November 17, 2017 at 2:19 PM

Local businesses face unique challenges (and opportunities) when it comes to generating leads and growing their base within their targeted service area. Home services marketing strategies typically have the luxury of using digital marketing channels while also finding continued success in certain forms of traditional marketing.

If you're a home services business owner who's eager to expand your lead-gen channels, there are three strategies that can help you broaden your business base and maximize your leads, and customer conversions.

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Topics: Integrated Marketing, Home Services

Making Customer Experience a Cornerstone of Your Marketing Strategy

Posted by Carlye Creel on October 9, 2017 at 1:57 PM

Expectations have never been higher. Thanks to innovative technology and increased competition, people understand that a better customer experience is available to them — and they're willing to look for the brands that can offer it.

The onus is on businesses to improve their approach to customers. Personalization and customization shape the customer experience, and marketing is now required to engage with individuals at an unprecedented level. If you haven't already embraced a customer-centric marketing strategy, you could be risking your company's future by resisting the transition.

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Topics: Integrated Marketing

Oktoberfest: 3 Surprising Marketing Tips Gleaned from the Festival

Posted by Carlye Creel on October 4, 2017 at 1:49 PM

You might not think that marketing has much in common with a German festival that's over 200 years old, but in fact, there are a number of things marketers can learn from the annual Oktoberfest tradition. Not convinced? Here are three surprising similarities that might change your mind.

1. It's All About Perception

Did you know that the famous festival isn't actually about beer? Although thirsty travelers come from around the world for a pint of Oktoberfestbier, this tradition, known to locals simply as "Wiesn," celebrates the anniversary of the wedding between Bavarian Crown Prince Ludwig and Princess Therese of Saxony-Hildburghausen. The roots of the festival are in commemorating a historic event, but the popular perception of it as the "ultimate worldwide beer festival" has served it well — year after year, tourists pour into the city.

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Topics: Integrated Marketing

Online Marketing: Why Local Businesses Can't Sit on the Fence Anymore

Posted by Ashley Rios on September 22, 2017 at 10:58 AM

It's easy for local businesses — especially small ones with a single location — to look at the online world of e-commerce and digital marketing and feel like they exist on their own terms outside of that world. After all, if you own a local dancewear retail company, you might think that since you aren't competing directly with retail giants, you don't really have to exist in the online marketing world, instead relying on local clients and traditional marketing only. However, even though this line of thinking may keep your doors open, it could be limiting your growth potential.

Here's why local businesses can't sit on the fence anymore when it comes to online marketing.

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Topics: Search Engine Optimization (SEO), Integrated Marketing

Black Friday Prep Tips for Small Businesses

Posted by Carlye Creel on September 20, 2017 at 11:28 AM

Every autumn, customers wait anxiously as the retail world stares down the single most profitable day of the year. According to Entrepreneur, one in three Americans plan to make a purchase on Black Friday.

That means new buyers and loyal customers alike will be browsing your mobile site, apps and website for a deal. Your special offers and sales are ready to go, but is your digital presence prepared for the seasonal excitement? Can it efficiently handle the influx of holiday online shoppers?

Test Website Responsiveness

A frustrating website experience can encourage customers to turn to your competitors. Before the autumn sales begin, take time to test your desktop and mobile sites for download speed, branding consistency, ease of use and responsiveness to customers' needs. Are you making customized product suggestions? Are subscription forms easy to complete and submit?

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Topics: Digital Marketing Strategy, Integrated Marketing

Understanding Brand Loyalty's Relationship with Human Psychology

Posted by Carlye Creel on September 11, 2017 at 10:21 AM

Attracting new customers is always important when growing a business, but customer retention is no less important. For most companies, it's four- to six-times more expensive to acquire a new customer than it is to retain an existing one, according to Relationship Building Strategist Ian Kingwill. If you aren't able to keep your churn rate low, then new client acquisitions can't grow business — they will only serve to replace the customers you've lost.

When it comes to retaining customers, brand loyalty is one of the best resources in your marketing toolkit. This loyalty is valuable and can only exist if there's a strong relationship between the customer and the company. Fortunately, this is entirely in your hands.

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Topics: Digital Marketing Strategy, Integrated Marketing

Online and Offline Marketing Strategies: Why Consistency is Key

Posted by Linda Hansen on September 8, 2017 at 10:27 AM

It can be tempting to think that online and offline marketing strategies exist in separate worlds with little to no overlap. Though this type of "channel-based" thinking might simplify the process of planning various marketing tactics and allocating funds for specific projects, it's also unrealistic. Research shows that consumers are influenced by both online and offline marketing strategies.

A recent report from the Interactive Advertising Bureau confirmed that multichannel campaigns can improve purchase intent by 90 percent and brand perception by 68 percent. But it's not enough to simply mash your online and offline strategies together — a consistent message is critical to a truly integrated strategy.

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Topics: Integrated Marketing

How Fall Sporting Events Can Be a Catalyst for Local Marketing

Posted by Alyson Phillips on August 28, 2017 at 2:43 PM

Whether you love college football, the NFL or both, the end of summer means one thing: Football season has arrived. These fall sporting events are a huge part of American culture, drawing large crowds who often turn these games into all-day events.

Given their popularity, these events are a local marketing opportunity that businesses can't afford to ignore. While only deep-pocketed organizations can afford commercial air time, in-stadium sponsorships and paid partnerships with the team, there are several steps any local business can take to use sporting events as a tool for engaging the local community. Here are some cost-effective ways to capitalize on the buzz.

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Topics: Integrated Marketing

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