A number of questions surround the marketing game today, but regardless of industry, budget, company or campaign, one is asked more often than most: “How can I measure my marketing and offer quantifiable proof that my tactics are working?” With more focus on data and analytics than ever, marketing and revenue teams are working closer together as the pressure mounts to ensure a marketing Return on Investment (ROI).View full post
For every brand worldwide, improving their level of audience understanding is now a core focus, and for good reason. As recently as a few years ago, all you needed to know about your audience was what TV shows they were watching and what press titles they were reading and you could advertise accordingly. In today’s digital landscape, this just isn’t good enough. You no longer talk to a target group defined solely by their age and gender, you talk to people about their interests, their passions, the things that they center around beyond simple demographics.View full post
Today we live in what I call the ‘audience era’ – an age where everyone and everything has an audience.
The origins of this are not news for anyone in marketing. Mass-market social media combined with 24/7 mobile access has radically reshaped our communications environment. Publishing to an audience today has been simplified to a single button press, so it’s no surprise that, according to our data, an incredible 82% of internet users now publish a video, photo or review online at least once a month.
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Al Ries famously said, “marketing is not a battle of products, it’s a battle of perceptions.” Successfully shifting consumer perceptions in today’s media landscape is no easy feat, a challenge that begins and ends with a deep understanding of your audience. For the marketing and advertising world of 2017, fast-moving digital trends are urging marketers to be bolder in their approach, sparking more data-driven campaigns and more audience-centric storytelling. In 2016, we witnessed some of the most innovative examples of consumer-focused marketing at work, giving us a glimpse into the agencies and brands that are leading the way.View full post
“Brands get their value from how customers perceive them,” says David Reibstein, professor of marketing and branding expert at the University of Pennsylvania’s Wharton School. As we continue to witness the rise and fall of some of the world’s leading brands, it’s clear that these perceptions are becoming harder to predict. Today’s fragmented audiences are shaped by continuous change, and brands need to be every bit as agile in the way they communicate. Driving a successful ad campaign in this complex digital landscape has never been more of a challenge, with the rise of the ad-blocker adding more fuel to the fire.View full post
In 1994, the world’s first banner ad made its debut appearance on the web. Despite its lack of design and simple message, the ad earned an incredible 44% click-through rate for four months running. Twenty-two years on, the marketing and advertising landscape is almost unrecognisable. With conversations shifting dramatically from banner ads to content, communities, SEO and beyond, the digital marketing sphere has exploded in response to the growing power of the consumer, and the increasing demand for more.View full post
The job of a marketer isn’t quite as straight-forward as it once was. We’ve come a long way from the traditional process of finding your target market and promoting your product in the right place, for the right price. Now, the expertise of the digital marketer is expected to range from the technical depths of SEO and analytics to the creative realms of content creation and graphic design. And as fast-changing digital trends continue to shape the way we consume content and interact with brands, this skill-set is set to evolve even further.View full post
It’s well over half of online adults who are visiting the cinema at least once a month and, as our Chart today shows, the ads that these cinemagoers see at the cinema are a significant brand discovery route.View full post
A high-quality content marketing campaign has become an integral component to most online marketing strategies. Here we identify 4 reasons why content marketing should be on the agenda for any business looking to drive up traffic and further engage with their audience.View full post
The GlobalWebIndex team is constantly striving to add more value for our subscribers and consulting clients. As part of this drive, we are proud to introduce our new Social Strategy for B2B Marketing report that is now available as part of a GWI subscription (contact your account manager for your access code) or is available for purchase to all non-subscribers from the GlobalWebIndex report store.View full post