Brafton: Reports show radio and newspaper need help marketing online

Brafton News Content Marketing

Reports show radio and newspaper need help marketing online Jan 2nd 2013, 20:00 B2B and B2C companies realize the value of online marketing, but specific industries haven't seen results from their efforts to digitize their business models. For example, radio and television broadcasts have transitioned to the web to reach new audiences and maintain engagement rates with existing fans, but their promotional ventures don't always result in success. In the first nine months of 2012, total digital advertising revenues for the radio industry reached $561 million, according to the Radio Advertising Bureau - up 7 percent year-over-year. While the uptick continues to be enough to encourage marketers to remain active online, the dollar value comes in at just 4.6 percent of total radio ad revenue of $12 billion in 2012. Certainly, radio advertisers realize there's a lot of room for growth. In addition, newspapers have an even greater challenge. For the first three quarters of 2012, online ad revenue for major newspaper publications totaled $2.4 billion, an increase of 2.4 percent from the same period last year, the Newspaper Association of America reports. The 2012 figure amounts to 14.9 percent of total newspaper ad revenue, and markets must exploit all options to see the figure jump higher. While newspaper's online audiences increased by more than 50 percent in the last 12 months, digital ad revenues remained anemic and grew by less than 5 percent year-over-year. One method marketers use to generate more leads and profit from online radio and television consumers is display and banner advertising. In fact, DemandBase's "Account-Based Marketing in 2013" report shows that 34 percent of B2B marketers plan to increase this option as a way to attract leads. Radio and TV broadcasters may want to promote the potential reach of advertising on their websites, especially with figures showing online newspaper engagement is on the rise. However, companies that want to grow their revenue online must participate in some kind of inbound content creation and social media marketing campaign. Fifty-three percent of B2Bs use content marketing to reach prospective and current customers, and 60 percent embrace social media content to drive sales. As for radio and TV broadcasters, it's time to develop online communities built around sharing and consuming custom content. Media compels viewers to form their own opinions, and when brands publish more content to their websites, a higher percentage of readers will respond. To improve revenue in 2013, radio and TV brands must explore the true value of content and social interaction, as these two avenues - supported by banner ads and sales tactics - can greatly influence conversion rates on the web. Media files: and-this-is-the-one.jpg (image/jpeg, 0.1 MB)

You are receiving this email because you subscribed to this feed at blogtrottr.com. If you no longer wish to receive these emails, you can unsubscribe from this feed, or manage all your subscriptions

Brafton: Boston University recognized for its effective social strategy

Brafton News Content Marketing

Boston University recognized for its effective social strategy Jan 2nd 2013, 18:15 The Shorty Awards have recognized brands with savvy social media marketing strategies over the past five years, and have ushered in a new category for this year's contest - "college." Universities and colleges that post content to Twitter, Facebook, Tumblr, LinkedIn and Google+ are being recognized for their social media marketing successes. The ability to generate brand awareness and a social media presence can help a university foster a community that encourages engagement, communication, fundraising success and more prospective students. Boston University could be awarded According to BostInno, Boston University's College of Communication is currently in fifth place. The college's Twitter account "@comugrad" has 3,000 followers, which is impressive considering it was started in 2012. The school told the Shorty Awards that it seeks to Tweet with "a human voice that reflects the collective personality" of BU and its students. "[We're] a school, not a robot. [We promote] engagement, news, BU-related promotion and general nonsense." Instead of relying on automated updates that don't capture the fun and unique personality of BU, the college's marketing team seeks to develop custom content that shows off a branded voice. Boston University's Dean of Students, Kenn Elmore, is in sixth place. He refuses to shorten some BU-friendly words and phrases, such as Sasquatch, a well-known hockey fan who strips down during home games, according to The Shorty Awards. Elmore, known as "@DeanElmore" has 12,000 followers on Twitter. College is unique, but marketing strategy is relevant Although "college" is a unique category in the contest that may not seem relevant to all brands, social media marketers can look to schools like Boston University for some tips and tricks. The university dedicates time to creating a relevant, fun and friendly presence that engages students, alums, sports fans and others. It has successfully built a brand by leveraging social media content on sites like Twitter, Facebook and more. The Shorty Awards honor the best of social media and accept nominations from the general public. According to ShortyAwards.com, those passionate about a brand can nominate and support their favorites by Tweeting or through the website. Awards are given based on overall content creation and presence, not just on individual posts. Media files: shutterstock_83821315.jpg (image/jpeg, 0.7 MB)

You are receiving this email because you subscribed to this feed at blogtrottr.com. If you no longer wish to receive these emails, you can unsubscribe from this feed, or manage all your subscriptions

Brafton: Email marketing volume rises by 19 percent for retailers

Brafton News Content Marketing

Email marketing volume rises by 19 percent for retailers Jan 2nd 2013, 19:00 With all the talk about social media marketing and content creation for the web, discussions surrounding email marketing can seem few and far between, but the marketing channel grew substantially in 2012, especially in the retail industry. The amount of email sent by retailers in 2012 jumped by 19 percent, according to Responsys' Retail Email Blog, showing that this sect of content marketing continues to gain traction. So many messages are circulating through cyberspace that brands must develop email marketing campaigns that give brands a competitive edge. A flood of email, email, email Unsurprisingly, the greatest number of emails was sent in December 2012, just as consumers sought to buy for friends and family. In the final month of 2012, brands sent out an average of 25 emails, compared to 22 emails in 2011 and 18 in 2010.  Additionally, 93 percent of major online retailers sent subscribers an email on Cyber Monday. It became the busiest email marketing day of the year. According to Responsys, retailers increased the amount of emails they send by 120 percent since 2007. Most messages come from marketers There's no question that the use of email marketing as a channel for engagement and customer retention is flourishing, so much so that 43 percent of U.S. adults reported that more than half of their email messages came from marketers, according to a survey by Blue Kangaroo. With so many emails and promotions landing in inboxes, marketers must create relevant, custom content, engaging headlines and worthwhile material to ensure that email marketing efforts pay off. The high volume of promotional content in internet users' inboxes demonstrates the power of an email-friendly approach, but also shows the need for brands to stick out from the pack with creative strategies. Media files: shutterstock_115560730.jpg (image/jpeg, 0.5 MB)

You are receiving this email because you subscribed to this feed at blogtrottr.com. If you no longer wish to receive these emails, you can unsubscribe from this feed, or manage all your subscriptions

Brafton: Social media experts weigh in on shareable social content

Brafton News Content Marketing

Social media experts weigh in on shareable social content Jan 2nd 2013, 17:15 Content marketers across the country are developing social media marketing strategies to put branded content in front of prospective and returning customers, but questions remain about how to leverage platforms for positive results. According to the 2012 SocialToaster Social Media Survey, which asked 3,000 social media experts and digital professionals for their thoughts on shareable content, engaging with current events and popular celebrities, as well as creating humorous posts, help brands rise to the top. Celebrity engagement could help reveal brands The survey revealed that some celebrities have not only gained a well-known presence on social media sites, but influence followers in some manner. President Barack Obama, Justin Bieber and Lady Gaga were considered the most influential by experts in the field, followed by Ashton Kutcher, Anderson Cooper and Kanye West. Brands looking to gain an edge should consider connecting with these figures, especially if they are posting relevant material. "As social media becomes more a part of our life, we wanted to determine who was influencing it and what behaviors were considered appropriate. It was surprising to us that Justin Bieber and Lady Gaga would beat Madonna and Kanye West. We were also surprised to see that friends had more pull than family when it came to influencing the sharing of social media content."  -Brian Razzaque, CEO of SocialToaster Family and friends influence, while photos and links get shared Even though the world's top celebrities can encourage engagement and promote certain brands, 90 percent of surveyed experts believe that a social media post from a close friend is most likely to influence a user on issues, products or services. Family members are also likely to tip users, as is the advice of a well-known blogger. More, users are more likely to share photos, links, quotes and videos than studies and statistics. Careful monitoring brings success Social media marketing is taking the world by storm, but content marketers and digital experts need to carefully monitor posts on their platforms to ensure material reaches the right audience. SocialToaster's survey showed that racism, sexism, repetitive content, poor grammar and overly personal updates causes users to unfollow. Generating custom content with audience in mind and careful consideration can help brands get recognized on social media sites, and can aid in retention of followers and fans. As Brafton has reported, the use of social media continues to grow, making it increasingly important for content marketers to refine strategies. Facebook was crowned the most popular network in 2012, alongside Twitter, Pinterest and LinkedIn. The social media site was the year's top search query and its Wikipedia page saw more views than any other. To engage with consumers on these sites, marketers should post relevant content that keeps friends and fans engaged. Media files: shutterstock_38126287.jpg (image/jpeg, 0.3 MB)

You are receiving this email because you subscribed to this feed at blogtrottr.com. If you no longer wish to receive these emails, you can unsubscribe from this feed, or manage all your subscriptions

Brafton: Mark your Editorial Calendar, all 365 days of the year

Brafton News Content Marketing

Mark your Editorial Calendar, all 365 days of the year Jan 2nd 2013, 16:16 With 2013 just around the corner, marketers must evaluate their strategies, so they can make the most of the new year. All signs point toward greater content marketing adoption over the next 12 months, but a new study from I Make News shows that few companies truly understand how to develop their own content campaigns. [sublimevideo poster="http://cdn.brafton.com/wp-content/uploads/2013/01/TedK-video-blog.png" src1="http://videocontent.brafton.com/b9cc69a148bd9f4d/video/html5/mp4/220.mp4" src2="(hd)http://videocontent.brafton.com/b9cc69a148bd9f4d/video/html5/mp4/220.mp4" src3="http://videocontent.brafton.com/b9cc69a148bd9f4d/video/html5/mp4/220.mp4" src4="http://videocontent.brafton.com/b9cc69a148bd9f4d/video/html5/ogg/220.ogg" src5="(hd)http://videocontent.brafton.com/b9cc69a148bd9f4d/video/html5/ogg/220.ogg" width="746" height=""] In IMN's "How Engaged Are Your Customers?" report, 78 percent of respondents state that content marketing is either a "medium" or a "high" priority in their overall outreach strategies. However, based on the survey results, there's an obvious and clear disconnect between the importance of the practice and understanding the strategic planning that goes into an effective program. Fifty-two percent of respondents indicated they don't have specific strategies for each channel, using the same approach on social as video, and so on. Twenty percent of respondents don't even know enough about their content strategies to determine whether they have unique plans for different media and channels. Perhaps most interesting is that 59 percent of marketers said they don't have editorial calendars in place to manage content direction or distribution. This discovery is quite significant, since MediaPost dug deeper into the raw data and found that the industries with the most effective content strategies - financial services, insurance and software sectors - were also the only industries that had high percentages of brands with editorial calendars. In 2013, marketers who want their content campaigns to have an impact and drive conversions must develop editorial calendars, as evidenced in the IMN report, these resources can make or break success. As for companies that may not have the resource to craft or execute their own Editorial Calendars, outsourcing to content marketing services remains the most cost-effective solution. Media files: TedK-video-blog.png (image/png, 0.3 MB)

You are receiving this email because you subscribed to this feed at blogtrottr.com. If you no longer wish to receive these emails, you can unsubscribe from this feed, or manage all your subscriptions

Brafton: Buyer personas: Marketers see the value of niche audience targeting

Brafton News Content Marketing

Buyer personas: Marketers see the value of niche audience targeting Jan 2nd 2013, 14:57 When developing online marketing strategies for 2013, B2B professionals look at the short-term and long-term benefits of various practices. Whether building a social media marketing campaign or conceptualizing a content creation strategy, brands must set goals for the year, and work tirelessly to show results. In B2B marketing, companies that develop broad promotional campaigns for the masses may not generate favorable results. According to Demandbase and Ziff-Davis' "Account-Based Marketing in 2013" report, 60 percent of marketers will use social media and 53 percent will embrace content marketing to bolster lead generation and engagement within their business sectors. This trend highlights the fact that B2B brands have begun to focus their efforts on building rapport with new and existing customers through channels that foster continuous interactions. As digital marketing plays a greater role in brand exposure across all industries, marketers must adapt their content and social strategies to make campaigns more targeted, fitting the appropriate niche. Overly broad content doesn't resonate with readers, as writing looks promotional, and consumers have trouble relating to the material. Therefore, to reach prospects, audience targeting must be perfected to achieve short and long-term results. The "Account-Based Marketing in 2013" report showed that vertical industry targeting complements B2B content marketing, allowing brands to identify the industries in which their products or services would be successful. The study noted that case studies and product or service demonstrations were the most powerful resources used to reach prospects across industry verticals. The source found that 74 percent of B2B marketers create content for company-specific needs. Sixty-four percent built content strategies to develop expertise and target industries or companies in niche business sectors. When crafting new content, 36 percent of marketers focus their attention on buyer personas, despite the fact that 29 percent of B2B companies say that reaching specific users is a long-term marketing goal. B2B marketers who want to reach consumers by delivering hyper-focused content must develop buyer personas to guide future writing. Companies that struggle to identify their audiences may publish irrelevant content that goes unread. Content and social media marketing help establish long-term relationships on the web - the practices shouldn't be used solely for SEO and PageRank. These outlets help extend brand awareness and build promotional entities that attract and convert leads, so making the wrong move and neglecting the obvious benefits of each channel puts marketers at a disadvantage. Media files: shutterstock_113512525.jpg (image/jpeg, 0.6 MB)

You are receiving this email because you subscribed to this feed at blogtrottr.com. If you no longer wish to receive these emails, you can unsubscribe from this feed, or manage all your subscriptions

Artikel Terkini Perniagaan Internet - SmartUsaha.com: Rahsia Perniagaan Internet : Formula Tetap Sama

Artikel Terkini Perniagaan Internet - SmartUsaha.com Artikel terkini di blog SmartUsaha.com.

Rahsia Perniagaan Internet : Formula Tetap Sama Jan 2nd 2013, 12:52 Formula kejayaan perniagaan Internet tetap sama. Cuma strategi taktikal sahaja yang mungkin kerap berubah. Formula kejayaan = Jumlah pelanggan/prospek yang besar + Laman web / ayat iklan yang menjual + Produk yang ada permintaan / potensi pasaran Untuk laman web yang menjual, ilmu penulisan ayat jualan (copywriting) tidak banyak berubah sejak dahulu. Psikologi manusia masih [...] Related Posts: 7 Rahsia Usahawan Internet Berjaya Nak jual apa di Internet? Usahawan Berjaya : Apakah Rahsia Mereka? Usahawan Internet vs Internet Marketer 16 Cara Buat Duit Dengan Menulis di Internet The post Rahsia Perniagaan Internet : Formula Tetap Sama appeared first on SmartUsaha.com.

You are receiving this email because you subscribed to this feed at blogtrottr.com. If you no longer wish to receive these emails, you can unsubscribe from this feed, or manage all your subscriptions