Marketing Innovation

Best Ways To Develop Successful Content Marketing Strategy

Posted April 4, 2018 by admedia @ 6:09 am

Ways to lern succeful content marketing
The pervasiveness of Internet connectivity and mobile devices means that buyers are more in control of the research process than ever. Rather than be influenced by ads or beautiful marketing product shots, consumers are now turning to reviews, influencers, and a variety of sources on the Internet before deciding on a product or service.

It is hence unsurprising that marketers are spending more resources on content marketing than ever, as they seek to get a word and hopefully create a positive impression of their brand. We turn to LinkedIn’s Guide to Content Marketing in for some tips on achieving content marketing success.

Start with the end results

content-marketing

Content marketing is not an end in itself, but merely a tool that marketers use to draw attention to their brand and products. It is hence important to start by documenting what you hope to achieve, according to the LinkedIn report. A suggested approach is to capture all the desired outcomes and mapping them to measure the effectiveness of the content.

In a similar vein, the content that is created doesn’t necessarily have to be limited to blog posts either. Due to the inherent cost of content creation, content should be repurposed for reuse across the various channels. This may require constant testing and experimentation to find out what works, and what doesn’t.

Understand your targeted audience

know your target audiences

It may not be immediately obvious, but different industry sectors, company types, decision-making processes – and even in the product and services that you are promoting, can result in dramatic differences in terms of the audience to reach out to. In a nutshell, there is no right answer or template to follow.

On this front, organizations need to start by creating a profile or persona of the ideal buyer. This can be broadly categorized in terms of the influencers, decision makers and even those who will do the implementation. The latter is also important as their thoughts and feedback are typically sought as part of the decision-making process.

Be helpful and relevantbe helpful

Relevant and helpful insights are the heart of any successful content strategy, notes the report, which advised against “focusing on making a sale at every turn”. While this may appear counterintuitive to the typical sales manager, the truth is that potential customers who are helped will trust a brand more, which can greatly ease them along the sales funnel.

Executing the strategy

strategy execution

The goal of content is to reach and nurture prospects before ultimately driving them to become a customer, notes the report. This means that the early stages of the relationship should be focused on establishing reach and gaining mindshare, as opposed to clinching sales outright.

The key performance indicator (KPI) could still be measured in terms of a number of inquiries or marketing qualified leads. With content that is distributed on social media for instance, marketers should keep a close eye on the available metrics and use that as part of a continual process to tweak the next piece of content. Only by doing this can they be sure that the content resonates with their target audience.

 

Tips To Help You Grow In Business Using Social Media Strategies

Posted March 9, 2018 by admedia @ 6:12 am

In this growing digital world, the customers are becoming tech-savvy so that they can discover and take advantages of new technologies. A lot of people have resolved tricky buying decisions by quickly searching the internet for unfamiliar companies or products.  A lack of web presence or a desultory one, on the other hand, often make us opt out of a potential purchase. Even in the B2B segment, Business Network International reports that 75% of business owners are put off engaging with a small business because of its lack of social media presence. Social media is not just a necessity; it is also a great tool for startups and SMEs that helps grow their business and engage with customers. It is thus incredibly important for you to use social media effectively by pursuing a comprehensive strategy for the channel. So we have rounded some social media strategies that will help your business grow in the market.

Social Media Channels

 

Here are some tips to get you started and help you design your social media strategies –

Choosing the Right Social Network

Choose the right social media

There is no shortage of different social networks, each with their own USPs, tone, and audience. If you are likely to generate and share a lot of images or videos, use Instagram, Snapchat, and YouTube. They are the perfect media to share pictures of happy customers or videos of your products in action. Facebook and Twitter are incredibly powerful platforms for engaging with prospects online and are also useful channels to get feedback and answer queries. LinkedIn is a great networking tool for finding partners and finding new employees. Find the right tone and purpose for each social network, and use the relevant ones to make your presence known. Sharing useful links in the right communities on these platforms can drive massive traffic to your blog and website, or to your product page.

Build a Community – The Business Will Follow

Build A Community

Users of social media would find their eyes predictably glazing over when faced with promotional posts made by companies. No one goes to social media to buy products or read marketing material – they are there to interact with friends and peers, to engage in interesting content, and have entertaining experiences. The beauty of social media strategies is the feeling of belonging and community that it can engender in people. For example, Kelly Lester -a stay-at-home mom who turned into a million-dollar business owner – transformed her life by sharing easy and quick lunch ideas for mothers on social media. Her reader community grew, turned into customers, and the sales she received catapulted her business – Easylunchboxes – into the big league.

Create a Social Media Calendar

social media calendar

Being consistent and reliable on social media is, as previously indicated, essential. But we all know that there are moments of lackluster creativity – so how do companies ordinarily do it? The secret is planning in advance; the best social media teams meticulously plan ahead for weeks and months. They create comprehensive calendars and post accordingly. They develop relevant hashtags for each day of the week and use them consistently to gain traction through repetition. Depending on your business, create weekly content buckets and set up clear rules and prompts. Decide how many times a day and at what time to post based on prior engagement numbers, and leave prompts or fully formed posts for easy usage in the future.

Enhance via Paid Marketing

paid marketing

For substantially lower costs than other conventional marketing channels (like print and TV), social media networks allow you incredible flexibility and reach. Users can be targeted based on their demography, online behavior, stated interests, device, and any number of other factors. You can create multiple ads for different groups, adjusting how you state your value proposition to make it more compelling for the specific audience you are reaching out to. The tools provided for paid marketers on social media platforms are comprehensive and powerful and can help you understand how to improve your outreach over time.

Last Words

The biggest challenge for SMEs and startups competing with larger players in the market is dealing with the relative lack of reach. Having a strong social media presence serves the purpose of letting customers know that you care deeply about how you are perceived, and therefore will go the distance to earn their trust. So get out onto social media, build a quirky but dependable profile, and invest into the future of your business by becoming an engaging and interesting part of your potential customer’s social media experience. Do share if you have some more social media strategies to share with us.

5 Best tools to boost your Social Commerce in 2018

Posted December 7, 2017 by admedia @ 4:20 am

Social Media has become the most important tool to drive the business in the last few years. While the Social commerce drives only 2% of the retail sales by now, it has the potential to drive the market effectively in the coming years. With the sales patterns going diverse and publishers using different online techniques to attract buyers, the Social Commerce is well on course to become the best what the retailers want. The signs have been good while the execution needs to be better for the social commerce to excel well in the industry.

Social Media platforms serve to the people in the capacity of product recommendations, reviews as well as by the retailers to connect to the brand-focused people who make sure that the product is well categorized and best in the business. Any review or recommendation is taken seriously to reach out to the potential buyer. As per estimates made by Technavio, the annual social commerce might exceed $165 billion by 2021 and that is only three years from now.

The signs for 2018 are bright and here are the tools which can drive the market for social commerce in the coming years –

BigCommerce

BigCommerce is an all-embracing e-commerce platform which offers us in-built selling and publishing on Facebook, Instagram, and Pinterest. It has that unique ability to synchronize the product inventory across all social media platforms if you do not want to worry about inventory or fulfillment issues. In shorter words, this is an easy multichannel social commerce platform which has the capability to generate buy-ins for your business.

To use this tool, you will have to add your Facebook store to your business page in order to showcase the entire catalog automatically in the Newsfeed of the user. You can also create Buyable Pins for the users to pin and buy the products directly on Pinterest as well as use the BigCommerce catalog to tag your products in the shoppable Instagram posts.

Amazon Spark

Amazon has released its Amazon Spark Initiative in July 2017 which is a social feed of user-posted image that lives within its shopping application. In other ventures, it can be attributed to being similar to other image-heavy networks like Instagram and Pinterest. As of now, only its Prime members can post and comment on Spark which can be viewed by any customer but only the prime members can interact with the comment. This is because Spark Content is focused on engaging active shoppers. 80 million members spend an average $600 more per year than the non-prime members.

Though the marketers are not able to post images on the platform yet, they can work with the influencers who are authorized by the Amazon Prime.

Beetailer

Beetailer is one of those emerging platforms created specifically to increase social commerce. It is a platform which helps in integrating your existing web store into Facebook. You have that unique discretion to customize the product selection in order to only show a subset of your inventory or you can also create multiple tabs on your Facebook page for different sections of the shop.

This tool is a big help when you want to promote your online store with ads as well as analytics. This can help you analyze the performance of your products over time with your audience. There is also product-specific comment thread powered by Facebook in order to promote your Facebook commerce presence.

WeChat

WeChat was first introduced as a subsidiary to counter WhatsApp’s surge and it became an instant hit China with user-responsive chat feeds. Introduced in the year 2011, the application has more than 800 million monthly user base and which has transformed China’s digital habits, with the average user spending 70 minutes per day on it.

Now, this is a business opportunity because it has user-interface of all social networks like- WhatsApp, Facebook and Instagram and has an integrated digital wallet system that people can use to order taxis, recharge their phones, food deliveries, bill payments as well as pay various retailers. The Research shows that 31 percent of the users started their retail purchase on WeChat which is roughly 200 percent from previous year.

Messenger Bots

Messenger Bots are useful tools which help you connect with your customers on Facebook Messenger, a platform already used by FB to interact with the brands, publishers and influencers etc. the Platform has more than 1.2 Billion monthly user base and is a dream platform for various publishers and Marketers. Roughly all your consumers have a presence on this platform and which makes this an exciting prospect.

 

 

Roku shares climb by 13% after its comparison with Netflix

Posted November 28, 2017 by admedia @ 4:52 am

new

Roku, a video streaming platform which went online just two months received an unprecedented hike on its shares when it was compared with the giant of the category, Netflix. Since September, its stocks have grown up to 89% as it went all-time high on Monday when Needham Analyst Laura Martin almost doubled her price target for Roku. The 13% increase, with a peak at $45.10 on Monday was accompanied by an out of the line increase in its stocks since its inception.

This price surge was triggered hours after Needham Analyst Laura Martin gave the stock a price target of $50 which is 10% higher than the Wall Street’s consensus target of 45$ as confirmed by Bloomberg. As per Wall Street Analyst Martin, ‘Like Netflix, we view Roku as a pure-play on over the top (OTT) TV viewing growth, but Roku has no content risk as compared to Netflix. Recent Announcements and press reports that Disney, Google, and Amazon are launching new Over-The-Top (OTT) helps Roku but hurts Netflix.’

Roku and Netflix

As per Martin, Netflix is the closest competitor of Roku but the former can get hit hard if companies mentioned in the comment go ahead and released their OTTs. It can still benefit if these companies give their video license to third parties rather than released their own OTT but this seems highly unlikely as Disney had already issued the notice regarding its pull out of content from Netflix. As per Bloomberg, Roku’s Founder and CEO, Anthony Wood, who owns 27.3% shares of the company, became a billionaire earlier in this month when the shares almost doubled in just three days. While the speculations of it touching the target of $50 as per Martin, it is now just 9% away from topping its record of $48.80 which it had hit on November 14. The current shares have increased by 89.55% since its IPO in the last week of September 2017.

About Roku

Roku can be described as a series of digital media player set-top boxes manufactured by itself partnering with Over-the-top content in the form of channels. The name has been derived from the Japanese word meaning ‘six’. The name was owned as it was the sixth company founded by Anthony Wood, its founder, and CEO who owns 27.3% shares of the company. The device can be connected to any television set or any other video output platforms for better entertainment.

 

Filed under: Events,Marketing Innovation

Microsoft and Moleskine to develop auto sync of Smart notebooks to Windows

Posted November 27, 2017 by admedia @ 3:02 am

Ever wondered about handwritten notes might get synchronized with the Windows? Well, this does seem a distant possibility as Microsoft and Moleskine team to develop an algorithm which helps the synchronization of paper notebooks with windows. With the development, it would be easier for people to synchronize their handwritten notes with the computer directly without a formidable wire connection. In another word, the path-breaking technology will help reduce the time elapsed in bringing the written document through the scan process. In this technology, a direct link will help reduce the time gap in connection.

What is the Technology behind Smart Notebooks?

The two giants have joined hands to produce an app which syncs handwritten notes with Windows 10 devices which in turn works with Moleskin’s Smart Notebooks Writing System which includes a Moleskine Paper Tablet Notebook, a Moleskine Smart Planner and a Pen+ Smart Pen. The Application uses a nCode Technology, which is a special invisible code printed on the page that allows the smartpen to track movements, position and page number, this application then transfers anything written on the page to the Windows 10 device. This is significant technology which helps in the transfer of data made viable and less time-consuming. This, in turn, will help reduce the time lag in the transfer.

The nCode Technology, developed and first patented by NeoLab, has the capability of digitizing 15 different languages and transfer content onto larger screens or say TVs or Computer screens. The Application can connect up to seven smartpens at the same time. The biggest success of the nCode technology collaboration with Moleskine helps to allow real-time simultaneous collaboration. It will also store all handwritten content, even offline and can transfer it to the application when a connection is made available.

The collaboration

Microsoft, the top of the list for the BrandZ Top 100 brands had preconceived adaptability when it comes to making notebooks sync with its Windows. With Moleskin developing its Smart Writing System available, it was a perfect timing for Microsoft to introduce such a system in its next installment. Moleskine, the Italian Manufacturer, Papermaker and Product designer had a great chance to mark itself on the global list with such technological collaboration.

The Output

The collaboration has a vivid output pattern as it is to set a new pattern in the field of digital synchronization with the Windows. The trend will have worldwide acceptance and adherence to the digital media workspace. This technology will have an impact on the marketers who can use this for their meetings and to discuss public workspace as well.

Uber Launches a New Feature – Uber for Business

Posted August 25, 2017 by Rashmi D @ 10:13 am

The new feature is designed to absorb user feedback for streamlining travel policy, group-based access as well as custom programs

uber for business

Uber, ridesharing app is introducing a major revamp for its business platform and has launched a business-to-business (B2B) model called “Uber for Business”. This model incorporates a lot of user feedback to enable new cases like late-night rides, from work to home, daily commuters and much more. It helps the organization in saving costs as it ensures that employees travel within company travel policy.

It is time-saving for admins and managers since previously HR mangers used to tell employees what they were or were not allowed to do in terms of Uber usage, now as per the “Uber for Business” model business set rules ahead of time to streamline the process of using rides as well as group-based access levels and custom program creation.

Based on the employee eligibility or transportation requirements, a manager can configure programs like the type of car used, what time of day the service is to be used or even geographic limits can be set for Uber. How much an employee can spend and set travel location and if the rider’s travel could fall out of policy, they will be prompted to add their own payment method, while staying within the limit of organization policy. So they follow flexible approach, where they can mix and match these rules that work best for their company.

“Late night rides policy” as per this policy managers can set automated programs for airport rides, business travel and any other mobility needs such as, if employees are working late night, under this policy they can use a comfortable ride as this policy works for trips taken after 8 p.m.

Overall, “Uber for Business” is a great redesign with new features and has changed the way employees travel around the world as well as its use for businesses of all sizes for future growth. The Uber for business dashboard gives administrative flexibility and looks like a convenient option for expense departments trying to ease the workload.

Filed under: Marketing Innovation

Account-Based Marketing is the Future

Posted August 18, 2017 by Rashmi D @ 5:04 am

In order to convert prospects and manage accounts that matter, marketing and sales must work in sync to clinically achieve results

Account-Based Marketing

Is the ‘cold call’ as we know it, burning itself out? Many marketers seem to think so especially with the way sales callers tend to go berserk at anyone and everyone almost in the manner of unrelenting zombies. In the pre-online days it made sense to carpet-fire across a wide perimeter and score a hit or two by sheer chance rather than shoot and scoot specific targets because that meant making efforts with both brain and brawn. The cold call is typically a sales terminology because it still has the same SOP (standard operating procedure) of picking up data from open and public sources like telephone directories among others.

This is not the end of direct sales though, but there needs to be some strategy about how to engage more customers. Every business exists for financial performance and the key to successfully nurturing and converting leads is effective coordination between marketing and sales teams at every level – from the concept of strategy to the details of execution.

If marketing and sales do not sync, the company’s strategy will be inconsistent and weak and execution will be flawed and inefficient. As per the latest approach, selling is going to be a more social and relationship-based effort as a follow up of sound marketing strategies. You need to nurture, meet and care for prospective customers and sell your brand to people who are not ready to buy from you. Here are some well-devised strategies that can help craft the right approach to marketing and sales.

Predictive targeting is one of the strategies to analyze the audience, especially to know which users are likely to buy based on in-market signals and possibly what particular products they are likely to buy. Content relevance and timing can also affect the prospects. Content is meaningless unless it serves the purpose of conveying the benefit of your brand and product to the customer.

A Customer centric approach should cover excellent user experience on the site, transparent transactions, scope for customer reviews, helpful and proactive customer support, fair and balanced returns policy, competitive pricing, and above all, quality products.

Filed under: Marketing Innovation

Hershey’s Adopts New Age Marketing Strategy to Launch Its Cookie Layer Crunch

Posted July 26, 2017 by Rashmi D @ 3:29 am

Partners Facebook to develop an innovative social creative and reach out to retailers all across the country in quick time

google analytics

Hershey’s the traditional candy maker introduced its Cookie Layer Crunch, which it projected as one of its greatest “innovations” in over sixteen years. Hershey’s says that the pre-launch test-marketing of the new candy earned it the highest ratings for any of its products till date. The brand created three different types of communication and partnered with social site, Facebook to reach consumers across the country all at once. Thereafter, it used the communication in other social posts. With the help of this quick and smart distribution strategy, Hershey’s managed to deliver Cookie Layer Crunch to retailers and stores all across the country in quick time.

Ari Ben-Canaan, senior manager of global advertising services at Hershey’s, said, “Given digital’s ability to be very quick, we decided to leverage Facebook as a platform because it’s a platform where you get that reach that you’re seeking but you can also be hyper targeted at the same time. TV production lead times are typically very long and involved whereas digital can be a little bit more agile and you don’t have to be so precious about all the editing schedules and the effects. Digital is an ephemeral environment where people are consuming content and moving on so we’re able to produce something that was really quick, high quality [and] built for an environment where we knew viewers were going to consume it and then probably go on to their social feeds.”

Hershey’s created a 20-second teaser video just a week before the launch of Cookie Layer Crunch on December 4, 2016 which also happens to be the National Cookie Day. The video showed a 3D image of Cookie Layer Crunch coming out of the screen in the manner of a tech product launch. Says Mary-Ann Somers, general manager and vice president, at Hershey’s, “We recognize eating habits are evolving and that consumers are moving away from traditional meals and into multiple snacking occasions that include various tastes and textures throughout the day.”

Filed under: Marketing Innovation

VSCO – A Color Management App That Enhances Online Imagery

Posted July 12, 2017 by Rashmi D @ 4:16 am

The app is the outcome of breakthrough innovation that was able to Produce a Blend of Lens Tech and Color Science for Web Use

Prizm lens technology

A new app from VSCO is making waves with the way it helps enhancement of picture and color quality of images that are uploaded on the web every day. The breakthrough innovation plays out via a new set of filters that replicate the revolutionary Prizm lens technology featured in the brand Oakley’s eyewear. How did VSCO do it? Call it fusion or call it a blend, most great things are the result of two established principles coming together to create something new and useful. Oakley engineers worked together with VSCO color scientists in developing the new technology that replicates the contrast benefits and enhanced visual clarity of Prizm for online imagery. VSCO thereafter integrated the new technology to filters, which calls it calls ‘presets.’

Along with the launch of the VSCO app, it was also decided to promote Oakley’s One Obsession #CantStop campaign aimed at motivating individuals to continually strive for the extra mile. As part of the campaign, VSCO community photographers were enlisted to share their views of #CantStop. The work included Oakley Prizm filters to represent the value of #CantStop in each individual’s life. Gene Paek, VSCO’s VP of marketing, says “We were able to match Oakley with authentic creators from the VSCO community based on the attributes they desired from a creative concept point of view, while also ensuring these creators felt empowered to capture their outdoor obsessions with our custom presets.”

Details typically missed by the naked eye are revealed by Prizm lenses that fine-tune individual wavelengths of color and optimize contrast. Based on the new technology developed by the joint efforts of Oakley and VSCO, three presets were designed by VSCO for specific environments, to represent three specific Prizm lenses – Prizm Sport, Prizm Snow and Prizm Tungsten. Each filter also has a slider that allows users to adjust color balance in the same way eyes color-adjust to Prizm lenses. “It is exciting to see our technology applied to another creative medium, allowing athletes and creators around the world to see the road, mountain and everyday life more clearly,” says Brock McCabe of Oakley.

Filed under: Marketing Innovation

The New Fanta Bottle Looks Like it has Been Squeezed and Twirled

Posted June 19, 2017 by Rashmi D @ 10:11 am

It took Coca Cola, Fanta’s parent company, five years to give shape to the idea and formulate the bottle

Solid-Marble case

Fanta bottles in Britain, Italy, Poland, Finland, Romania, Serbia and Malta have a new look which make the bottles appear as if they have been freshly squeezed. The design element that gives the Fanta bottles this new look is a neatly executed spiral in the lower part of the bottle. At first glance it appears like a simple twirl on the bottle but PET (polyethelene terephthalate) bottle packaging professionals will tell you that it is far from simple. The idea was first bounced by London-based Ad agency, DrinkWorks to Coke UK who liked it and took it up. Little did Coke UK know that this cute and simple-looking design innovation would take over five years to materialize. They didn’t back out and pursued the idea to its logical end, and finally came up with the cute-looking squeezed and twirled shape on the Fanta bottle.

“How people interact with a product is where we start a project. We got young people in a room, gave them fruit, carving kits, plasticine, play-do, pens, paper, told them to just play—make a mess! Observing people do what comes naturally when they’re thinking of a drink and oranges like this was incredibly insightful,” says Leyton Hardwick, creative director at DrinkWorks. The only problem was, the youngsters aren’t expected to know that there is more pressure in a bottle that holds a carbonated beverage than there is in a car tire. Chances of the bottle deforming with certain sections popping out are high if the shape goes even slightly off kilter; that will render the bottle useless. Symmetry in design is critical here.

The kids had done their job; it was upto Coke UK’s packaging innovator, Gregory Bentley and his team to figure out a way to do it. He says, “The process of designing a bottle like this is very, very restrictive. We have multimillion-pound bottling production lines to think about. You’re working within a pre-agreed tube shape—if you pull capacity from one point, you need to add it in to another. You can’t take it out, without adding it in elsewhere. And of course, with a carbonated drink, the bottle has to be symmetrical, or it’ll bend.” Greg and his team deserves all the appreciation for achieving something incredible.

Filed under: Marketing Innovation
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