Successfully Market Your Business For Just The Price of a Cheeseburger and Fries

Successfully Market Your Business For Just The Price of a Cheeseburger and Fries

Overview
With pandemic shutdowns, the ‘great resignation’ (leading to millions of start-ups*), supply chain disruptions, and increasing inflation, it’s been tough to bring in new business.

We’ve seen many small businesses, professionals, and independent contractors struggling to either jumpstart sagging sales or get a new business off the ground. Many have considered hiring a marketing agency, a marketing consultant, or adding to staff but that can be expensive when budgets are tight and talent is limited. In looking for a way to help the business community that has been so good to us over the years, we came up with the idea to write ‘Ready-Made Marketing.

Take the guesswork out of marketing.
Designed to help people succeed, the book is a quick and easy DIY marketing resource that enables those who don’t have marketing expertise (or the money to hire it) to market themselves, their services or their businesses and start seeing immediate results. Ready-Made Marketing is not about writing marketing plans or strategies; it provides practical, customizable templates for a variety of business-building situations, step-by-step instructions for using proven and effective marketing tactics, and over 400 technology resources that are affordably priced or free.

Abbreviate what you have to do to lighten your workload.
The book is action-oriented; it’s not a novel to read through nor does it require a major time commitment. For example, if you need to write a cold email, you can choose from a variety of templates or if you need a video script, you just go in and pick one. Or if you need a technology resource (e.g. video recording software, content creation tools, podcast hosting, among others) you can select from 21 categories or use the authors’ choices.

FREE OFFER…Quick Links to Technology (Click Here)

Whether you’re starting a new business, want to increase revenue for your current business, or know of someone who needs to jumpstart sales, this book is a game-changer.

To make 2022 a better year, check out Ready-Made Marketing.

 

*According to the U.S. Census Bureau:

  • In 2020, there were more than 4.4 million new businesses; the highest total on record.
  • This is a 24.3% increase from 2019; 51.0% higher than the 2010-2019 average.
  • ½ million new businesses were started in January 2021 alone.

 


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in marketing and sales automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

 

Podcast Ad Spending Increases to One Quarter of Digital Audio Services Ads

Podcast Ad Spending Increases to One Quarter of Digital Audio Services Ads

EMarketer forecasts that US podcast ad spending will surpass $2 billion next year and $3 billion by 2026. Podcasts will account for over a quarter of digital audio services ad spending in 2022 and will be more than a third of spending by the end of 2026.

Podcast ad Spending

Most digital audio monetization will come from recorded music for the foreseeable future, but podcasts’ share of the market has grown—and will continue to do so. Previously only employed with experimental budgets, podcasts are becoming a crucial component of multimedia ad campaigns.

More than half of advertisers said they planned to increase their podcast ad budgets in 2022, according to a poll of 255 US advertisers conducted by Advertiser Perceptions in August 2021. Nearly half (46%) planned to keep their budgets the same, and just 1% planned to reduce podcast ad spending.

The survey also showed overall digital budgets were the most commonplace that advertisers pulled their podcast ad budgets from.

Podcast Budgets

Most advertisers did not have dedicated podcast budgets. About half used their digital audio budgets to fund podcast campaigns. As podcast ad spending increases and accounts for a greater share of total audio ad dollars, more advertisers are expected to break out podcast-specific budgets. Having dedicated budgets could help centralize campaign planning and measurement for advertisers committed to podcasts over the long run.


Need assistance with your podcast marketing strategy and production? Schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.


BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

Most Important Martech Features [Report]

Most Important Martech Features [Report]

As companies continue to increase their investment in martech, especially in North America, making use of all these technologies as well as having them work together efficiently is a hurdle many firms are still working on. Two-fifths (39%) of the 265 marketing professionals surveyed for a Ascend2 report say they are currently working on implementing a martech stack strategy, while 1 in 5 (19%) are still developing such a strategy.

Most Important Martech Features

When creating a martech stack optimization strategy, improving marketing efficiency is a key priority for more than half (55%) of those surveyed. Marketers are also hoping that optimizing their martech stack will help with improving customer experience (51%), which is an area for which more than one-third (35%) of retail marketers feel their marketing technology is currently doing “very well.”

Although many marketers set increasing marketing ROI (45%) as a martech optimization priority, fewer cite improving marketing personalization (29%), improving attribution of revenue (27%) and improving data management & security (26%).

Notably, improving marketing efficiency is not only the biggest priority for marketers when it comes to martech stack optimization; it’s also their most challenging barrier.

Important Martech Stack Features

Beyond the priorities and challenges of optimizing their martech stack, what features are marketers looking for in their suite of tools? One of the most important features for implementing a martech stack is data insights and analysis (51%). At the same time, finding people with skills to properly analyze the data provided has been an issue for companies for some time.

Marketers also place importance on features such as real-time processing (40%), data centralization (34%), scalability/flexibility (31%), multi-channel experience (30%) and, to a much lesser extent, artificial intelligence (14%).

Systems integration was cited as one of the most important features for implementing a martech stack by 46% of respondents. That said, integration of disparate systems was low on their list of priorities, with only one-fifth (19%) citing it as a key priority to be achieved by a martech stack optimization strategy. It is also considered to be a challenging barrier for more than one-third (36%) of those surveyed.

In fact, many marketers feel that to optimize their marketing, the technologies in the stack need to improve ease of use (52%) and integration with other technologies (38%).

Martech Investment

Only 14% of marketers say they are not planning to invest in their martech stack this year. Conversely, 7 in 10 say they will continue to invest moderately (49%) or significantly (22%). This comes after earlier data from Ascend2 found that 2 in 5 marketers are investing in more martech on a quarterly basis.

Separately, research from Merkle has found that larger companies (those making at least $200 million in pre-tax annual revenues) are outsourcing about 43% of their marketing technology operations. In this latest study close to two-thirds (62% share) of marketers said that a combination of outsourced and in-house resources is the most effective for implementing martech optimization tactics, with few (24%) preferring to rely on in-house resources alone.

Downloaded the full report.

About the Data: Results are based on a survey of 265 marketing professionals from B2B, B2C and B2B/B2C equally companies. The survey was fielded in January 2020.


Is your martech investment delivering what you need? For assistance with your tech stack, schedule a call or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

 

New B2B Marketing and Sales Strategies for 2020 [Report]

TikTok Ad Formats and Campaign Examples

It’s been one year since the Chinese-owned TikTok video app launched in the US, and the app has exploded into a cultural force.

Much of the app’s popularity in the beginning could be attributed to its hashtag challenges, in which users film themselves lip-syncing or dancing to short audio clips about trending hashtags. The short clips can originate from anywhere: it might be a snippet from a song (which can go on to live in a Spotify playlist of popular TikTok songs), the audio from a Vine (RIP), or a clip from a viral YouTube video. The best challenges might get edited into TikTok compilations on YouTube. It’s all part of a beautiful content circle of life.

Technically, TikTok has been around for longer than a year, just in different forms. Its creator, Chinese startup ByteDance, has been operating the short-form video app Douyin since 2016. There was also Musical.ly, an app with the same creative, silly energy that ByteDance purchased in 2017. But it wasn’t until last August that Musical.ly was relaunched as TikTok for the rest of the world. TikTok promoted the #posechallenge to get people started, writing, “OK, you got 15 seconds and 6 poses to make an impression,” and teens dove right in.

TikTok has capitalized on the viral nature of its platform by partnering with a number of brands and slowly unveiling several advertising capabilities.

To reach a a younger audience, TikTok announced a multiyear partnership in early September with the National Football League (NFL). Tom Brady, the six-time Super Bowl-winning quarterback of the New England Patriots, posted for the first time on his TikTok account, sharing highlights from his first week of the season.

Brady and the NFL join other US brands that are hoping to reach younger consumers through TikTok. Below is an overview of TikTok’s current ad offerings and some of its biggest brand partnerships to date.

Ad Formats

Though the video app has yet to roll out all its ad capabilities—such as augmented reality lenses and full-screen video ads, as listed on its website—some early adopters are testing select formats.

Brands like Guess and Chipotle Mexican Grill have partnered with TikTok on sponsored “Hashtag Challenges,” which placed branded hashtags on the app’s Discover page. Food delivery app Grubhub was testing video ads on TikTok as early as January 2019, and fashion retailer Hollister Co. ran a series of in-feed video ads last spring. TikTok has also become a popular platform for influencer marketing, especially for brands looking to work with the platform’s up-and-coming video creators.

TikTok confirmed that its hashtag unit was still the only ad product officially available in the US, but it is conducting early experiments with other models. Last month, sponsored hashtags were expanded under the name Hashtag Challenge Plus and now include a shoppable component within the app.

NFL

TikTok announced a multiyear partnership with the NFL that will allow third-party brands to sponsor content on the NFL’s TikTok account. When the announcement was made prior to the 2019 season, the NFL began posting using the hashtag #WeReady. Although the NFL told AdAge that it did not pay to promote the hashtag, the organization plans to use the Hashtag Challenge feature in the future. The NFL also hopes to generate user engagement by inviting fans to create TikTok-centric content to support their favorite teams and players.

Ralph Lauren

As the official outfitter of the US Open Tennis Championships, Ralph Lauren was one of the first brands to use TikTok’s shoppable Hashtag Challenge Plus feature to show off its collection for the 2019 tournament. The challenge asked TikTok users to post a video wearing Ralph Lauren products using the hashtag #WinningRL. At the end of the contest, creators of the top three videos with the highest engagement were awarded free US Open gear.

Macy’s

The department store kicked off the back-to-school shopping season by bringing its omnichannel “All Brand New” campaign to TikTok using the platform’s Hashtag Challenge. The challenge encouraged students to post videos wearing back-to-school outfits, and if users tapped on the hashtag, a “Shop Now” prompt appeared above Macy’s official videos linking to its website.

Kroger

For its own back-to-school campaign, Kroger became the one of the first brands to use TikTok’s shoppable Hashtag Challenge Plus feature. The grocery chain promoted its #TransformUrDorm campaign, which encouraged college students to show off their decorated dorm rooms. Similar to Macy’s, the campaign allowed users to tap on the sponsored hashtag, which led to a separate Explore tab showcasing Kroger products and direct links to its ecommerce channel.

Chipotle

One of TikTok’s most notable US partnerships was with Chipotle, which worked with the video platform twice on hashtag challenges. For Cinco de Mayo, the restaurant chain asked fans to post their best “lid flip”—where users flipped an aluminum dish lid onto a Chipotle plate and then used the hashtag #ChipotleLidFlip—to promote its free delivery offer. The brand went viral on TikTok in August when it announced a new challenge, #GuacDance, which became TikTok’s highest-performing branded challenge in the US.

Ready to test TikTok? For help with all your social media marketing, schedule a free consultation or email Lori Berson at lberson@BersonDeanStevens.com.

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BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

New B2B Marketing and Sales Strategies for 2020 [Report]

Most Important Marketing Technologies to Have

Digital-Marketing
According to a Forbes Insights/Oracle Marketing Cloud survey of 255 executives across a range of industries and functions, 62% of brand and agency representatives around the world said they are satisfied with how well their current marketing technology is meeting their expectations, and 57% plan to make new technology investments. Social marketing capabilities were rated the most important digital marketing technology.

Important Digital Marketing Technologies

Beyond social marketing, respondents rated ease of use, collaboration tools, an integrated suite of capabilities, and analytics as important capabilities.

About the Data: Derived from a global survey of 255 executives across a range of industries and functions, conducted by Forbes Insights in the fourth quarter of 2015. Seventy-five percent of respondents were involved in providing internal brand support for their companies; 12% were from agencies; 13% were from technology vendors that support marketing programs. Sixty-five percent had C-level titles; the rest were VP/Director or above. Forty-nine percent of respondents were based in North America; 24% in Europe; 18% in Asia-Pacific; and 9% in Latin America.

What digital marketing technologies do you use?