Marketing Campaign Priorities [Report]

Marketing Campaign Priorities [Report]

In their push towards digital marketing and advertising, marketers’ priorities seem to be more digital than traditional forms of media, according to the new Nielsen report. For example, respondents cited audience targeting – for which digital is highly touted – as their top campaign priority this year.

Marketing Campaign Priorities

Ad creative is the second-most prominent priority for the more than 350 brand and agency executives surveyed. This is followed by audience reach – one of the traditional benefits of legacy mass media.

MarketingCharts’ latest US Media Audience Demographics report shows that radio and TV continue to have the widest weekly reach among US adults.

Surprisingly, data quality is only a marketing campaign priority for 28% of respondents. That’s despite companies relying more and more on data to help with various business decisions as well as to assist in other priorities like audience targeting and personalization.

Paid Media Effectiveness vs ROI Confidence

Nielsen’s survey found that search was perceived to be the most effective paid digital channel. This may relate to the priority being placed on audience targeting, search engine marketing strategies are often informed by such tools.

Other paid digital media perceived to be effective include video (online/mobile) and social media, while emerging channels such as streaming audio and podcasts are perceived to be less effective for now, potentially due to lower adoption or time with which to prove themselves.

Nielsen’s report does point out that the perceived effectiveness of a channel does not necessarily mean that marketers are confident that they are able to measure its ROI. For example, marketers are more confident in their ability to measure the ROI of email than of video or social media, yet they show less confidence in email’s effectiveness than in those other channels.

As such, businesses appear willing to continue investing in digital channels that may not be performing up to snuff or at least that they cannot necessarily prove are as effective as they think. Budgets may be following perceptions rather than reality: even though marketers are not very confident that they know how to measure ROI for many digital channels, most still expect to see their budget increase for the media they believe to be effective.

On the other hand, budgets for what may be considered tried and true traditional channels are expected to either remain the same or decrease in the next 12 months. Per the report, channels such as linear TV, radio or print have been around for much longer, and their effectiveness is not a guarantee that budgets will increase. Consciously or not, marketers seem to hold traditional channels to a higher standard.

Download the full report.

About the Data: Results are based on data collected via newsletter and follow-up emails in 2019 for a sample of 363 respondents; 247 brand executives and 116 agency executives. The majority of respondents (74%) were based in the US.


Are your campaigns delivering ROI? 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.

 

The Future of Content Marketing [Research]

The Future of Content Marketing [Research]

Marketers predicted that they will use more content-driven campaigns and audio and emerging formats in 2020, according to new research from World Media Group.

About 80% of marketing professionals worldwide surveyed in October 2019 said they expect content-led campaigns to grow over the next two years, with 19% saying they expect they would stabilize. Only 2% of respondents said there would be a decline.

Nine in 10 respondents said they planned to use audio/podcasts in 2020, and a similar percentage said they would use emerging technology like augmented reality and voice. This indicates that marketers are experimenting with formats beyond traditional social media posts and editorial-style content.

As content marketing becomes increasingly nuanced and evolves away from merely being a lead-generation tool, a holistic content strategy becomes key to brands engaging with their audiences. A holistic content strategy includes not only content creation—which can include white papers, podcasts, webinars—but also mapping of dissemination, which shows how content gets distributed through the various channels, reaching people at various stages of the customer journey.

Brands are looking to establish themselves as trusted experts and give customers a reason to come back to their websites. That allows them to convert more visitors into leads down the line. A robust content marketing strategy encompasses both content creation and a plan for multichannel dissemination.

And many executives agree that it’s an important strategy to invest in: According to an August 2019 report from The CMO Club, 86% of US CMOs surveyed said that content marketing is the most important area to invest marketing dollars.

About half of US local advertisers surveyed by Borrell Associates between April and July 2019 said they planned to increase ad spend in content marketing, though a larger majority indicated they would increase ad spending on traditional venues like digital video, social media and search.

“Content, when produced strategically and with regularity, can be the backbone of a marketing and advertising plan,” said Jillian Ryan, principal analyst at eMarketer. “It should be created for a specific audience and shared in the most relevant channel to reach the intended audience. Brands are starting to realize that content strategies can inform and provide fuel for most of their other marketing and advertising initiatives.”


Need help with your content marketing? 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.

 

Marketing Automation Features and Benefits

Marketing Automation Features and Benefits

Marketing automation empowers marketers to focus on the strategic initiatives rather than get bogged down with the tactical implementation, and it aligns sales and marketing towards accomplishing common goals. This all adds up to decreased costs and increased revenue.

FEATURES

Campaign and Email Management

Create and track highly targeted marketing campaigns. Manage end-to-end email campaigns, including database management, target list creation and segmentation, email personalization, and SPAM-compliant auto unsubscribe capabilities.

Website Search Engine Optimization

Connect with your customers early in the buying cycle with search engine friendly pages.

Landing Page and Forms

Create dynamic landing pages and forms. Build reusable templates to create a consistent look and feel. Instantly create leads in your CRM system for immediate sales follow up on all form submissions.

Lead Reporting and Analytics

Get comprehensive insight into your marketing programs by program type, lead source, and promotions — in real-time. Seamlessly track lead-to-revenue to measure the ROI of your lead generation programs.

“91% of the most successful users agree that marketing automation is ‘very important’ to the overall success of their marketing across channels.” —Ascend2

BENEFITS

Effective Multi-Channel Campaign Management

Streamlines the execution of complex marketing campaigns across multiple channels, including websites, email, events, and social media with a centralized marketing platform.

Improves Sales Collaboration

Aligns marketing and sales goals to improve collaboration and convert leads into customers.

Shortens Your Sales Cycle

Delivers highly relevant dynamic content to prospects at the right time, right place and right channel, guiding them through the buying cycle.

Quantifies and Prioritizes Leads

Captures, identifies, scores and nurtures leads based on profile, behavior, interests, and conversion readiness to deliver sales-ready leads.

Real-Time Visibility

Provides insight into campaign performance and return on investment (ROI) with robust analytics.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, 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.

Marketing Automation Features and Benefits

5 Strategies to Improve Your Marketing Campaigns

Here are five marketing strategies you can use to improve your marketing efforts across multiple channels, messaging, and execution.

1. Determine whom you want to reach.

Before creating any messaging, channel development, etc., you need to determine which audience segment you want to target. It’s best to create marketing personas to define these different groups of people. With each persona, determine the characteristics of this subset. What are their likes and dislikes? Where do they live online and offline? What are their common challenges and pain points? By defining these audience attributes, you can more accurately target your marketing to them.

2. Tailor your campaigns to your personas.

Customize your marketing campaign messaging and research the channels in which you send these messages — according to your audience’s preferences.

For example: During your research, you may have discovered one client segment that doesn’t read print media; for this segment, you’ll want to develop digital-only materials. Use the appropriate channels to reach your target audience(s) to ensure the maximum exposure and engagement.

“Best in class marketers are 67% more likely to use a Marketing Automation platform and see 14% overall growth in marketing revenue.” — Aberdeen

3. Leverage trigger marketing.

You now know whom to talk to and where, how about when? If your customers receive your campaign at the right moment in the buyer’s journey, they are more likely to be receptive to your message. Trigger marketing sends emails or campaigns at specific points in a customer’s engagement lifecycle and can significantly increase your chance of success. Marketing Automation facilitates these efforts.

“Triggered email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages.” —Epsilon Email Institute

4. Test your campaign performance.

Build tests into your campaign plans and measure what’s working and what isn’t.

For example: Test what channel works best, how your web pages and emails are performing, what time of day or day of the week you should publish content, etc.

Additionally, you should conduct A/B tests on different headlines, page designs, calls-to-action, button and text colors, and email subject lines. Control your tests by limiting the variables being evaluated at the same time. Test and track the results continuously.

“63% of surveyed marketers indicate that the ability to set measurable objectives for each of the campaigns is the biggest value driver of Marketing Automation.” — Gleanster

5. Measure your results.

After you’ve conceived, created, and launched your campaign, you must track your efforts. This can be done with a simple Excel chart or a more robust dashboard. Make sure your Key Performance Indicators (KPI) tell the story of your campaign.

“91% of the most successful users agree that Marketing Automation is ‘very important’ to the overall success of their marketing across channels.” —Ascend2

Once you’ve started testing and tracking, it’s time to assess and refine your campaign. Based on your findings either repeat or delete the campaign.

For assistance with your campaign strategy, Marketing Automation implementation, and optimization, contact Lori at 877.447.0134 or lberson@BersonDeanStevens.com.

Marketing Automation Features and Benefits

Digital Marketing Tactics Compared [report]

Digital marketing
B2B marketers count lead generation as their top marketing objective, while B2C marketers are most heavily focused on driving sales this year, according to Webmarketing123’s latest annual State of Digital Marketing” report. The survey’s findings are split into B2B and B2C segments, allowing for a comparison of both groups. The results suggest that while B2B buying may be starting to resemble consumer practices, B2B and B2C marketers still hold different priorities and favor different tactics.

Digital marketing
The following is a brief list of highlights from the study detailing similarities and differences between B2B and B2C respondents:

• Proving ROI is the top challenge this year for B2B marketers, narrowly edging generating and converting leads, though converting leads is B2C marketers’ top challenge;
• Social media (87%) trumps email (80%) as B2C marketers’ most popular channel, while email (93%) gets the nod over social (87%) for B2B respondents;
• Of 5 channels identified, email drives more revenue than SEO or paid search for B2B marketers, while paid search is the primary revenue driver for B2C marketers;
• When it comes to the social channels that drive revenues, LinkedIn is tops for B2B marketers, while Facebook reigns among B2C respondents, with this the latest piece of research to show that LinkedIn is the preferred network among B2B marketers;
• B2C marketers are more likely than their B2B counterparts to have mobile-friendly websites (75% vs. 64%); while
• B2B marketers are more apt to have a blog (60% vs. 49%);
• Of the digital content marketing tactics identified, video is the one that is both most-used and considered most-effective by each group;
• B2B marketers are more likely to be using infographics than B2C marketers and are more likely to find them effective; and
• B2B marketers have adopted marketing automation at a greater rate than B2C respondents (65% vs. 55%).

About the Data: The results are based on a survey of more than 600 US digital marketers.

Take your digital marketing to the next level. Call the experts at 877.447.0134 today.