TOTALLY UNCORKED ON MARKETING

Elaine Fogel

computer-devicesWith Google’s algorithms changing this week to expand its use of mobile-friendliness as a ranking signal, do you have any idea which devices your customers are using? What about the prospects you want to attract?

Thanks to Millward Brown Digital for surveying “more than 1,000 consumers in three generations (Millennials, born after 1980; Generation X, born 1965-1980; and boomers, born from 1946-1964) to see how different age groups favored different screens for various activities.” (Adweek)

What Adweek reported is that we cannot make any assumptions.

Joline McGoldrick, research director at Millward Brown Digital, adds, “It is easy to stereotype and say the best way to reach Millennials is on mobile, but that is not always true. As the analysis shows, device usage varies from generation to generation based upon what the activity is.”

If you don’t want to make mistakes, this infographic can help explain how your different target audiences may engage with your company. Continue reading

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Here are this week’s Marketing News Tidbits:

  • Nearly all (98%) of small-business software buyers are shopping for marketing-automation software for the first time, according to a new report by research firm Software Advice, a division of Gartner. The survey found that 47% of small-business buyers are still using manual methods to manage their marketing activities; 17% use industry-specific software; 15% use CRM software; 8% use email marketing software; and only 2% now use marketing automation software. (“Survey: Small Businesses Want Marketing-Automation Software,” AdAge)
  • IBM and SilverPop have come out with an ebook entitled The New CMO Guidebook: A Handbook for Marketing Leaders. “It explains how the new CMO can position herself or himself to hit audacious goals during the first year in the job.” (The New CMO Guidebook: A Handbook for Marketing Leaders, Huffington Post)

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philanthropist-heart

created by Uberflip

If you’re part of a team (or the only one) responsible for creating content for your business or nonprofit, I’ll bet you have your hands full.

I can totally relate, having to keep this blog up to date with relevant and interesting content that brings you back for more. It takes a combination of important skills to ensure that you’re on top of your content marketing game.

This terrific infographic from Uberflip (via CIO Magazine), lists the 13 important skills we all need. Continue reading

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Here are this week’s Marketing News Tidbits:

  • According to a new study by Thrive Analytics, 45% of small businesses surveyed say that company websites are still their most effective marketing tool. Social media is gaining ground, which jumped from 27% of those surveyed last year to 39% in 2015.
  • Mobile email conversion rates jumped 70% over the past year as marketers adjusted their strategies to better cater to customers opening messages on smartphones and tablets, according to a new report released by Yesmail.

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emailHave you ever received a personalized thank-you email after you made an online purchase? I don’t mean the usual automated email with details of your order number and estimated delivery date.

I mean a personalized, no-nonsense, thank you from the company’s president? I got one recently and it blew me away.

The email was text-based, not HTML, appearing like an email you might receive from a friend. The salutation was friendly: “Hi, Elaine.”

The opening line kept me reading more:

“My name is Jay Author and I am the President and the Founder of Activa Naturals Inc. I want to take a second and not only thank you, but also congratulate you on making a GREAT decision today!”

The body content was down-to-earth:

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Nivea ad

Nivea ad created by Jung von Matt/Alster, Hamburg, Germany

There’s nothing like an inspirational graphic to grab attention for your brand. But, small businesses and nonprofits can’t afford to hire top ad agencies, so what to do?

First, look for young local artists, illustrators, or art students who are willing to work with you at a fair rate. Ensure they are wizards at Photoshop. Many are building their portfolios early in their careers and, given the chance to create something unusual, will be eager to do it.

 

Next, you need to check out the unbelievable graphics shared recently on the Canva site. They will blow your mind! Continue reading

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Here are this week’s Marketing News Tidbits:

  • If you think your small business or nonprofit faces marketing challenges, you may feel a tad better to learn that enterprises struggle, too. A new CMO Club study shows that CMOs in every industry are struggling to deliver a consistent customer experience across all customer touch points, and that organizations are not getting the most out of their marketing technology platforms.

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