Be In The Know Blog

Boost Retailer Customer Loyalty in the Post-Holiday Period

Posted by Linda Hansen on February 6, 2017 at 10:23 AM

Now that the holiday season of 2016 is behind us, the new year presents retailers with a great opportunity to take stock of the past year's events and plan for the year ahead. However, in addition to planning strategies to gain new customers in the next year, marketers shouldn't overlook a key opportunity in 2017: ensuring retailer customer loyalty.

According to a report from RJMetrics, customers acquired during the holidays have a 13 percent lower lifetime value. But it doesn't have to be this way. Marketers can take some proactive steps in the post-holiday period from January through March to boost retailer customer loyalty in the new year and make one-time customers into repeat customers.

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Topics: Integrated Marketing

Marketing Practices to Kick to the Curb in 2017

Posted by Alyson Phillips on January 31, 2017 at 11:13 AM

The new year is well underway and with it comes the chance to take a fresh look at your marketing practices and make changes in preparation for the year ahead. Marketers need to adapt to this evolving landscape. Though it's true that old habits die hard, here are some practices that are definitely worth getting rid of in the new year.

Say Goodbye to Sales-Only Social Media

When social media rose to prominence in the early 2010s, wise marketers capitalized early on this trend by seizing the opportunity to market directly to their audience with what many saw as free advertising. However, in 2017, more consumers want to have conversations with brands and crave interactions over the same old sales pitches.

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Topics: Integrated Marketing

2017 Digital Marketing Trends: 6 Storylines to Follow

Posted by Alyson Phillips on January 3, 2017 at 1:16 PM

The end of one year brings the start of another and an opportunity to make resolutions for the upcoming calendar. The same goes for businesses. This is a great time for organizations and businesses to reflect on lessons learned from the past while planning for a better new year.

For marketers, much anticipation is built around the 2017 digital marketing trends expected to dominate their industry. In such a fast-moving industry, these trends can change dramatically from one year to the next. Brands that don't stay on top of these changes risk falling far behind their competition in the coming year.

Save yourself the trouble and get familiar with these six trends that are likely to dominate 2017.

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Topics: Integrated Marketing

Brand Engagement: 3 Things Marketers Can Learn from the World of Sports

Posted by Alyson Phillips on December 29, 2016 at 1:07 PM

Brand engagement is vital for gaining and retaining customers, and a strategy can be a tricky thing to craft. However, a look at how the sports world has successfully used social media to engage and energize fans can give you a few ideas about how to drive engagement in a way that will truly grow your online presence.

Make Fans a Part of the Conversation

Being a part of the online conversation is essential for today's brands, as more and more consumers expect to have instant access to companies via Facebook, Twitter and other social media platforms. However, it's not enough just to post the occasional update or response to a comment or message. Marketing Land columnist Sanjay Dholakia has observed how thoughtful, deliberate interaction has helped sports teams develop brand loyalty and increase fan attention. You can emulate this by posting regular updates, as well as links to content and interactivity invitations (for polls and contests) that will help followers feel like a part of the community.

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Topics: Social Media Marketing, Integrated Marketing

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

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