Be In The Know Blog

Understanding the Customer Journey: 3 Mistakes You Didn't Know You Were Making

Posted by Jesse McCambridge on November 23, 2016 at 10:49 AM

Though focusing on the consumer journey may not sound like a direct route to increased conversions, nothing could be further from the truth. According to Business 2 Community, businesses that make understanding the customer journey a priority not only see over 50 percent greater returns on their marketing investments, but also see a faster-than-average sales cycle and greater cross- and up-sell revenue. But if you've already explored the world of mapping consumer journeys but haven't yet seen such dramatic results, you could be falling victim to one of these common mistakes.

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Topics: Integrated Marketing

Leverage Digital Marketing for Recruitment—and Hire the Best Team

Posted by Brooke Moody on November 11, 2016 at 10:02 AM

When it comes to using digital marketing for recruitment, it's no longer a question of if the tools are valuable, but of how you're going to implement them. Paper resumes are a thing of the past in an age where all of a candidate's data can be found online — however, according to the Society for Human Resource Managers, 68 percent of HR managers are finding it difficult to find talent. Here are some tips on using the tools of digital marketing for recruitment to connect with prospective employees.

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Topics: Integrated Marketing

Is Your Advertising Plan in Place for 2017?

Posted by Alyson Phillips on November 4, 2016 at 11:19 AM

Yes, it's time to start your 2017 advertising plan. You know that ads can draw huge traffic to your site and generate business, but without a plan in place, you can quickly overspend without getting much in the way of results. If you're already a forward-thinking person, you might be asking, "But what about products that will be coming onto the market that we don't even know about yet?" This is exactly why you really need to plan.

One of the essential elements of an advertising plan is establishing goals. The path becomes clearer once you know where you're going. Determining your best response to various market trends is more doable when you have an advertising plan, which is not the same thing as a buy.

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Topics: Integrated Marketing

Increasing Website Traffic With Broadcast Advertising

Posted by Solomon Cormier on October 19, 2016 at 11:07 AM

There's no doubt that we're living in a digital world, but old habits die hard. Traditional broadcast media advertising is alive and well, and it can be instrumental in increasing website traffic. A recent IAB report found that for 78 percent of adults, watching TV is no longer a standalone experience. In fact, two out of three smartphone owners multiscreen while watching TV. A further 24 percent of users said their online multitasking behaviors are directly related to what they're watching on TV. Clearly, broadcast media like TV and radio can positively impact the traffic to your website. Here's how they drive online activity and how you can take advantage of them in your own campaigns.

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Topics: Integrated Marketing

Follow the Pumpkin Spice Trend and Be a Seasonal Sensation

Posted by Rachel McMullen on October 5, 2016 at 11:13 AM

Autumn has always been associated with warm colors, cooler temperatures and the beginning of sweater season, but in recent years, another icon has come to dominate this time of year: the pumpkin spice latte. This drink first came on the scene in 2003, and in the decade+ since, it's become a seasonal phenomenon, with sales upwards of 200 million units in its first ten years, according to Forbes — not bad for a drink that's only available for about three months a year. While thoughts of the pumpkin spice trend may bring to mind the warm fragrances of nutmeg and cinnamon, there's actually a lot that marketers can learn from this unlikely autumnal icon.

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Topics: Social Media Marketing, Integrated Marketing

Health Care Marketing 101

Posted by Alyson Phillips on September 26, 2016 at 10:58 AM

The services they provide are much different than your typical organization, but just like those businesses, health care companies need to make their offerings known to the public.

If you're in the industry, you know that marketing is a critical component of your business' long-term success — but the keys to success are much different for you than they are for, say, a retail company or a restaurant chain. You're tasked with promoting your services while establishing your expertise and building considerable trust among your potential patients. There's plenty to balance in terms of professional ethics, sensitivity to patient needs, and the duty to provide the highest standard of care possible.

So how can you reflect these core values through your marketing? Here are some tips.

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Topics: Video Advertising, Integrated Marketing, Healthcare

Is Your Online Presence Losing Second-Screen Leads?

Posted by Solomon Cormier on September 14, 2016 at 1:51 PM

Today, more than ever before, viewers are turning to second screens for more information about what they're watching. If your online presence doesn't complement your broadcast ad strategy, chances are good that you're losing leads you've worked hard to generate. Squaring your online presence with your radio and TV leads could mean a huge win for your company.

Fifty percent of Americans with online access second-screen when they're looking at video content (including that on TV) — and a whopping 88 percent of millennials admit to engaging in this seemingly absentminded activity, according to Consumerist.

Of course, many of these people are flocking to social media to share their feelings about their favorite characters, but eMarketer reports that more than half of US internet users are still watching TV commercials. What's more, 62 percent of consumers who paid for a product or service advertised in a TV or radio commercial researched online before buying.

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Topics: Integrated Marketing

Local Holiday Advertising Do's and Don'ts

Posted by Alyson Phillips on September 8, 2016 at 2:49 PM

Almost every commercial brand looks forward to certain holidays with great anticipation. Taking advantage of these seasonal spikes in business can occupy the better part of a marketing department's calendar year, and for good reason: Some industries see the bulk of their annual sales generated in a single month leading up to some of the most sales-heavy holidays.

With digital and traditional channels to choose from, you have a lot of options at your disposal to create a successful seasonal campaign. That means making the right choices while avoiding costly mistakes. Here's a primer on how to build a local strategy that accomplishes both goals.

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Topics: Integrated Marketing

Is Your Brand Awareness Strategy Missing the Mark?

Posted by Alyson Phillips on September 2, 2016 at 2:04 PM

Brand awareness should be a focal point of any marketing campaign. This tough-to-pin-down metric is a general reflection of how well a given audience recognizes and knows a particular brand. For companies trying to earn recognition, patronage and sustained loyalty from a base of dedicated consumers, developing a brand awareness strategy is the place to start.

Awareness isn't easy to come by: It takes a combination of time, money, resources and creativity to build it among an audience large enough to sustain a company. For a business like Coca-Cola, it's a decades-long work in progress, and one of its best drivers of sales. Few companies today, if any, have the luxury of planning out that far ahead, but there's a simple, universal lesson from Coca-Cola's example: When executed properly, brand awareness strategies can pay dividends for years to come.

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Topics: Integrated Marketing

Understanding Your Customer: Tips and Tools

Posted by Alyson Phillips on August 19, 2016 at 11:32 AM

Understanding your customer is the critical starting point when it comes to generating leads and increasing conversion rates. Your customers' needs drive company growth, which means you must recognize those needs before crafting or adjusting strategies. Capturing these needs, however, isn't always easy. Fortunately, there are many customer insight tools available to help you out.

Data Management

Facebook Business offers insights and tools you can use to understand the market in general, compile data on people who like your page, track conversions (e.g., content consumption and sign-ups) and more. Facebook's Custom Audiences tool can also generate a Lookalike Audience based on a customer list or data from your site. This way, you can identify new customers with behaviors and demographic characteristics similar to your existing customers. With almost 1.6 billion users (as Tech Crunch points out), this data management platform (or DMP) is robust.

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Topics: Integrated Marketing

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