online marketing Archives - Pagina 13 van 15

How to Use Online Communities for a Marketing Strategy Driven by Customer Data

Posted on 19/05/201715/04/2021 by Alva van Beek

In today’s hyper-connected world, shoppers are using all channels—mobile, digital, social, physical—to interact with brands throughout the purchase journey, but marketers are having trouble connecting with customers at the right time in the right channel.

Fully 50% of companies are struggling with this issue and with understanding their customers, recent research from Forrester finds. Forrester cited key challenges, including lack of information about new buyers and an inability to make use of customer data effectively.

To address those barriers, marketers can tap into the full potential of online communities to engage with users during the shopping lifecycle and ensure a seamless experience.

Online communities offer multiple ways for consumers to engage with each other and the brand with discussion boards, Q&A sessions, and other resources. However, according to Forrester, this channel is one of the last methods used to gather customer data:

Bron en volledig bericht: Marketingprofs

Six Digital Marketing Trends to Budget for Today

Posted on 16/05/201715/04/2021 by Alva van Beek

Considering the rapid pace of change in the digital marketing world, knowing what trends to pay attention to can be tricky.

Luckily, the team at MDG Advertising has put together an infographic illustrating the six main areas on which marketers should focus. Here are some highlights from the ad agency’s infographic:

• Data cleansing and quality should be a focus for any brand that has made an effort to collect data: 60% of enterprise workers are not confident in their firm’s data-quality management—yet 95% of those workers expect the data volume to increase over the next year.

Bron en volledig bericht: MarketingProfs

NIMA Member PauwR neemt Eddit over

Posted on 18/04/201715/04/2021 by Alva van Beek

Sinds 1 april 2017 maakt contentmarketingbureau Eddit uit Eindhoven deel uit van NIMA Business Member PauwR Digital Marketing uit Tilburg. PauwR voegt hierdoor contentmarketing en leadkwalificatie toe aan zijn dienstenpakket op het gebied van digital marketing. Beide oprichters zeggen zeer verheugd te zijn met de overname die volgens hen aanzienlijke voordelen biedt voor hun klanten en partners.

Alle medewerkers en klanten van Eddit zijn mee-overgegaan naar het bureau uit Tilburg, dat ook een kantoor heeft in Amsterdam. De naam Eddit verdwijnt. Eddit-oprichter Ron Groot heeft daar vrede mee: ‘Wij zijn de laatste jaren getransformeerd van specialist in sales en acquisitie tot contentmarketingbureau. Daarbij merkten we dat onze klanten veel meer vragen hadden op het gebied van online marketing. Om deze kennis organisch op te bouwen zou te lang duren, vandaar dat we aansluiting hebben gezocht bij PauwR, waarmee we al samenwerkten.’ Op 20 juni is PauwR een van de sponsors van de NIMA Marketing Day.

Door de overname groeit het aantal medewerkers van PauwR naar 29, waaronder maar vier Senior Marketing Professionals (SMP-ers). Zij bedienen klanten als Whirlpool, Voetbal International, Melitta, Nationale Opera en Terre des Hommes met verschillende digital-marketingdiensten. Contentmarketing ontbrak daar nog aan. Pieter Voogt is oprichter van PauwR en trots op de overname: ‘Ons doel is om impact te maken voor onze klanten. Dat kunnen we nog beter als we ze ook kunnen voorzien van SEO-content, whitepapers, e-mailmarketing, marketing automation en ook het opzetten van chatbots. We hebben nu een contentteam met veel ervaring dat deze zaken voortvarend kan oppakken.’ Beide oprichters kwamen eind 2016 in gesprek over een mogelijke overname. Ron Groot blijft als Business Developer aan PauwR verbonden. Eddit-klanten als Noordhoff Health, Saasen Groep en Connexie hebben aangegeven uit te kijken naar de ‘extra power’ die de nieuwe combinatie vanaf nu kan leveren. Klanten en partners van PauwR zullen binnenkort kennismaken met de nieuwe diensten.

BT and RBS on why marketers should kill off the word ‘digital’

Posted on 28/03/201722/07/2021 by Alva van Beek

BT’s top marketer has called for marketers to stop using the word ‘digital’. Speaking on a Marketing Society panel at Advertising Week Europe yesterday (22 March), its chief brand and marketing officer Zaid Al-Qassab claimed that by prioritising digital, marketers only weaken their advertising and chase all the wrong metrics.

“We need to stop saying the word digital. When marketing was growing in the first half of the 20^th century, particularly around print, we didn’t call them paper marketers did we? The word just has nothing to do with consumers,” he explained.

“Inside a corporation, the word digital drives people to look at all the wrong metrics such as cost-per-click and likes. They over-invest in digital and forget their message.”

Bron en volledig bericht: MarketingWeek

Seven SMS Best-Practices and Tips for Marketers

Posted on 23/03/201715/04/2021 by Alva van Beek

As with any marketing tactic, there are good, bad, and really bad ways to use SMS (short messaging service), too, for marketing.

So here are some expert tips and best-practices to help you avoid pitfalls and guide you on the path to the right way to do SMS marketing.

1. Consent is critical

Every blog post, e-book, and whitepaper about SMS marketing starts with this absolutely critical step: Get fully informed consent from people signing up for your messages.

Ensure customers know that messaging rates may apply; also tell them…

How often you’ll be sending messages (how many times a day, and whether the frequency can be changed)
When you’ll be sending messages (time of day)
What kinds of content you’ll be sending (and whether they can choose different content)
How to opt out from receiving messagesBron en volledig bericht: MarketingProfs

Zo kies je de beste marketingtechnologie voor jouw bedrijf [stappenplan]

Posted on 23/03/201715/04/2021 by Alva van Beek

Hoe maak je als marketeer de juiste keuzes bij het bouwen van je eigen marketing technology stack? Ondanks dat iedereen weet dat marketing steeds meer technologiegedreven is, hebben velen nog moeite met het kiezen van de juiste technologie en lopen marketeers nog vaak genoeg rond met vragen over de technologie die ze nodig hebben. In dit artikel help ik je op weg als jij die vragen hebt.

De vragen die veel marketeers hebben als het om hun ‘technology stack‘ gaat, zijn bijvoorbeeld:

Welke technologie mis ik nog in mijn ‘tech stack’?
Is de technologie die ik gebruik complementair of zit er juist ongewenste overlap tussen de tools die ik gebruik?
Welke technologie gebruikt mijn concurrentie (of het door mij bewonderde bedrijf)?
Welke technologie is er beschikbaar voor mijn budget?
Welke technologie is een ‘must-have’ en welke een ‘nice-to-have’?

In dit artikel wil ik marketeers en adverteerders graag op weg helpen met bovenstaande vragen.

Bron en volledig bericht: Marketingfacts

Google under fire as brands pull advertising and ad industry demands action

Posted on 20/03/201715/04/2021 by Alva van Beek

French media group Havas has pulled all its spend from Google and YouTube. Its UK CEO Paul Frampton says: “We have a duty of care to our clients in the UK marketplace to position their brands in the right context where we can be assured that that environment is safe, regulated to the degree necessary and additive to their brands’ objectives.

“Our position will remain until we are confident in the YouTube platform and Google Display Network’s ability to deliver the standards we and our clients expect.”

GroupM, WPP’s media agency says it has no plans to follow suit. A spokesperson says: “Digital advertising on platforms where content is user-generated and not curated has inherent brand safety risks. GroupM vigorously pursues every brand safety precaution and technology available to mitigate these risks, and we encourage all clients to make use of these tools.

“At the highest levels, we have communicated with Google, Facebook, Snapchat and other partners to encourage their development of solutions. However, a 100% foolproof system may not be possible. It’s important that brands know this and proceed with caution – as well as with available safety tools.”

Google had admitted it could be doing more to ensure ad safety

Bron en volledig bericht: Marketingweek

Unilever to increase spend on digital shopper marketing after proving display ROI

Posted on 16/03/201715/04/2021 by Alva van Beek

Unilever is planning to shift more of its shopper marketing budget into digital display after finally getting the data that it needs to prove return on investment.

In the first phase of a year long research project between Unilever, Aimia, Sainsbury’s, Nielsen, i2c and the IAB, the FMCG company tested digital display advertising for five of its brands – including Persil, Magnum and Maille. The ads were served programmatically on mainstream sites such as the Guardian and Mail Online over a six-week period using customer insight data from i2c to allow Unilever to target consumers, via cookies, who had bought products in one of the five categories from Sainsbury’s.

Those who were exposed to the ads were compared to those who were not during the campaign and for six weeks after. It used data from Nectar cards, used in Sainsbury’s, to then track both online and offline purchases.

Bron en volledig bericht: Marketingweek