2013: THE YEAR BRANDING MARRIES CONTENT? BY CHUCK KENT




Three Experts Speak Out On The Intersection of Branding and Content Marketing

The rise of consumer control, particularly via social media, and the unprecedented ability of consumers to choose, or reject, messages Content marketing has been around for over 100 years, ever since The John Deere company introduced The Furrow, a custom-published magazine designed to help farmers (and John Deere) be more successful.

For most of that century-plus, many of the denizens of “sexier,” higher-profile brand marketing firms have looked down at content marketing as one of the lesser “below the line services.’ However, a confluence of powerful factors suggests that all marketers – and their agencies – will be wise to consider how to best marry traditional brand messaging with the informational, educational, entertaining charms of content marketing, online and off. Those factors include, but certainly aren’t limited to: The shift toward search algorithms that favor quality content over SEO manipulation.The growing consumer distrust of traditional, paid advertising and marketing communications.

The opportunity to shift from a forced “push” marketing model to a natural “pull” model, a shift beyond the short-term value of transaction to create the long-term value of trust.“We Are Just At the Beginning of Thinking Differently” >>>> Sensing a sea change at hand, we asked three content leaders and practitioners to give their forecast as to what extent content would finally penetrate brand marketing programs in 2013. Leer más “2013: THE YEAR BRANDING MARRIES CONTENT? BY CHUCK KENT”

6 Ways to Get Customers to YES! | Inc. |


 

Inc.com - The Daily Resource for Entrepreneurs

Influence your customers to buy from you using these six easy methods.I’ve got some good news, some bad news, and then some even better news.

The good news is that most customers truly want to say yes! The bad news is that, although people love to buy, they hate being sold to.

Finally, here’s the even better news: There are six ways to influence a customer to buy without explicitly selling to them, according to Dr. Robert B. Cialdini, author of the bestseller Influence: The Psychology of Persuasion: Leer más “6 Ways to Get Customers to YES! | Inc. |”

Conversion Rate: Average website conversion rates, by industry


 

In our recently released MarketingSherpa 2012 Website Optimization Benchmark Report, we asked about average conversion rates …

Q. Please write in your organization’s average conversion rate.

It’s human nature to see a number and to instantly think of it as a fact, so let me first briefly mention the limits of numbers. Just because you see the numbers above, don’t assume that all of your, for example, media and publishing competitors are getting 10% conversion rates for every offer.

These numbers are simply meant to give you a general idea of how certain industries are fairing as you work on your own conversion rate optimization efforts.

“Where ever you are, you should also try to figure out how you can improve your conversion rate 5-10% monthly,” is how Bryan Eisenberg, Managing Partner, Eisenberg Holdings, put it in “Average Conversion Rate by Industry 2012.”

 

The glass is half empty  *Full story

 

A Product Brand vs A Service Brand? | theideabrand.com


Building a Brand Management Service Vision’

1. What’s the difference between a Product brand and a Service brand?

Product brands are about products. Mars, a classic Product brand, doesn’t answer back, doesn’t get tired, isn’t anxious, is always ready to perform and always tastes the same. Every experience with a Product brand is/should be identical. Service brands aren’t like that. Service brands are about people. People who represent the organization lose their tempers, get tired and anxious, and sometimes have just had enough that day. Every experience with a Service brand is therefore different. 

Starbucks

Whatever you feel the Starbucks brand stands for, one thing all Starbucks customers can agree upon is that the chain has elevated the ubiquitous coffee house to much more than a commodity by making it a special, customer oriented experience, it’s become a Service Brand.

Similarly, Virgin has done the same with everything from air and space travel to music festivals.

The Virgin ‘Service’ brand revolves around delivering value pricing, high quality, fun, innovation, while being authentic, people-oriented, hip, and associated with Virgin founder Sir Richard Branson and his personal reputation. Not to mention – great customer service.

Many of the people who are in charge of managing Service brands (CMO’s, MD’s, Call Centre Directors, Customer Service Directors) have been trained in the traditional school of creating great consumer product brands. Their attempt to manage Service brands as though they are Product brands has created vast problems.

Virgin Sir Richard Branson

For the customer, the person who represents the brand is the brand.

If the person representing the brand doesn’t perform properly, the relationship between the brand and the customer may collapse.
The implication of this is that service-based organizations have to focus on their internal employees to a far greater extent than product-based organizations.

Complete article
i.d.e.a.

Stories by socialtimes.com


How Quickly Do You Respond to Customer Service Requests on Social Media?

shutterstock_115409446

Social media sites are becoming virtual customer service centers, according to the NM Incite Social Care Survey. Currently, 47 percent of people who use social media sites are actively seeking customer service and 30 percent prefer to reach out to brands on social channels than pick up the phone and call. But customer service reps can breathe easy knowing this: 83 percent of Twitter users and 71 percent of Facebook users only expect brands to respond to them within one day of their post. That’s one day, not one hour or five minutes.

Read more

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One Day On Earth To Film Life In Every Country Again On 12/12/12

Megan O’Neill

one day on earth

One Day on Earth, the amazing collaborative film project that documented life on earth in every country on 10/10/10 and 11/11/11 is at it again this year. On 12/12/12 they will be launching their largest filming event to date, telling the world’s story in a day once again, and you can be a part of it.

Read more

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Social Media Newsfeed: Facebook Gain | Zynga Bounce | News.me Apps

Facebook Shares Nab Biggest Gain Since IPO on Earnings, Analyst Upgrades (The Wall Street Journal)
Facebook on Wednesday posted its biggest daily stock gain since its initial public offering in May, a day after reporting strong revenue and progress on making money from mobile ads. The social network’s shares rose 19 percent to $23.23 on the Nasdaq Stock Market, its highest closing price in five weeks. Inside Facebook Facebook spent $87 million so far this year on business acquisitions not including its Instagram purchase, the company revealed in a filing with the Securities and Exchange Commission on Wednesday. The social network spent $521 million on Instagram — $300 million of which was in cash, the rest in vested shares of Class B common stock. The New York Times/Bits BlogFacebook still trails Google in online advertising, both on desktop and mobile. Analysts say that like Google, Facebook will most likely have to roll out an ad network that allows marketers to reach Facebook users wherever they are — whether they are browsing the Web or downloading a mobile application. Mashable We’re closer to seeing a widespread updated version of Facebook Messages. On Wednesday, Facebook user Interactive Swim posted a picture of the welcome note for the updated Messages which recently hit its page, indicating that the feature may be starting to roll out to additional users. Reuters U.S. Secretary of State Hillary Clinton said on Wednesday a Facebook post in which an Islamic militant group claimed credit for a recent attack on the U.S. mission in Benghazi, Libya, did not constitute hard evidence of who was responsible. Read more

Three Testing Strategies For Sophomore Conversion Testers | by Celine Roque


THE DAILY EGG

Hard boiled conversion optimization and design advice

Change the color of your call-to-action button.  Test a new headline.  Swap this hero image for that hero image.

Been there, done that.

Try these three conversion testing methods for Conversion Testing sophomores.

#1 – Blow it up, start from scratch

Instead of pursuing split tests on specific site elements – such as the headline or call-to-action button – 37signals decided to test two fundamentally different versions of their Highrise homepage. The rationale behind this was that they needed to destroy their assumptions about what may or may not work.

Almost everything was different about each version.

This is an image of the Original Design vs. the Person Design:

  • The Original Design had several smaller customer photos, while the Person Design had one large background photo of just a single customer.
  • There were several customer testimonials in the Original Design, while the Person Design only had a single quote from the featured customer.
  • Only a handful of benefits are listed on the Person Design, while several features and benefits are outlined in the Original Design.
  • The person design has only one prominent call-to-action: “See Highrise Plans and Pricing”. The Original Design had a navigation menu, as well as options to view more testimonials and features.

The result of this difference was that the Person Design led to a 102.5% increase in paid sign-ups.

Key Takeaway: Rather than just testing small elements of your landing page, try to test radically different versions of the page.

Complete history

The Engagement Marketing Cycle


See on Scoop.itGabriel Catalano human being | #INperfeccion® a way to find new insight & perspectives

Engagement marketing refers to the marketing strategy of directly involving the customers in a relationship with the brand.

For small and medium businesses, engagement marketing is especially important, as so much of their business comes from repeat customers and word-of-mouth referrals.

The new book, written by Constant Contact CEO Gail F. Goodman, centres around the Engagement Marketing Cycle, a three-step approach to driving word-of-mouth referrals and turning them into socially visible, public endorsements that bring new customers to a SME’s door:

In Chapter 1 of Gail outlines The Engagement Marketing Cycle.

What is the Engagement Marketing Cycle? It’s 3 steps to help you get repeat business.

The steps are ….  Leer más “The Engagement Marketing Cycle”

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