If marketers want to ruin the customer experience, all they have to do is maintain silos and continue interdepartmental infighting regarding budgets and access to the C-suite, says Brenna Sniderman. Speaking on Tuesday afternoon at DMA2014 in San Diego, the senior director of research at Forbes Insights summarized research she performed in association with Teradata. "Breaking Down Marketing Silos: The Key to Consistently Achieving Custoner Satisfaction and Improving Your Bottom Line" finds silos are "a major problem" that hurt customer experience.
There is no shortage of research showing the rapid rise of native advertising. According to eMarketer, native ad media spending is growing 29 percent this year, and is projected to climb an additional 19 percent in 2015. Even among traditional media brands we find companies such as Forbes estimating that 30 percent of its total revenues will come from its native advertising division.
Throw out conventional wisdom that says consumers ignore native ad-labeled content. For publisher Upworthy, "branded" items see 3.5 times more views from site visitors, three times more shares and 2.9 times more attention than its editorial pieces experience, according to Upworthy. In a staff-written, non-promotional, regular editorial article published on July 10, Advertising Age explains why sponsored posts are doing so well.
"It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them," said Steve Jobs. One of the most famous opinions from a highly opinionated man. Regardless of your personal view on this statement, it is remembered because of the implications that Jobs makes about customer feedback. Forbes called the quote ”a dangerous lesson.“ Even as someone who has presented ample research that customers can and do inspire innovation across multiple industries, I’m here to tell you that you should mostly agree
If you're an Internet marketer, you know there are several online channels you can leverage without paying upfront for advertising, such as some banner ads or pay per click. Three online channels that are super-hot and showing no signs of slowing down include content marketing, social marketing and search marketing (organic). Each of these online channels have one thing in common: They all maximize content.
One of my favorite characters on the planet is a great man of mystery and inveterate prankster. He is British graffiti artist who goes by the unlikely handle of Banksy. Back in 2005, Banksy's wife told him his art would never hang in a museum; whereupon, he brought four paintings to New York. Undetected, Banksy slipped into the four top museums and hung them on the walls.
Next time you talk to a publisher, brand or agency about the future of advertising, start a stopwatch. Odds are, within two minutes, the topic of native advertising will come up. The problem? There is no industry consensus on where native is heading—much less on what it even currently means. We asked several publishers what they consider the truths, half-truths and common misperceptions of native ads. Here’s what they had to say
The dilemma: if your company name is a generic description of what you do, like Orange Juice Inc. for someone selling orange juice, how do you stand out as unique and memorable? Alternately, if your name has no association with what you do, how will consumers intuitively find you?
In late 2012, Google quietly ran an experiment to drive the future of search, modestly called the "Daily Information Needs Study." The study was focused on finding information that goes “unGoogled” (i.e. how long the line currently is in a local grocery store). As part of the study, Google discovered that a full 10 percent of people’s daily information needs require more than a quick answer. To fill this gap, Google launched a new feature—"In-depth articles"—on August 6th. Now, when you’re searching broad topics like stem cell research, happiness and love, at the bottom of the page you’ll find a
In my years as a customer service consultant, I’ve yet to hear a customer blurt out anything that sounds like this: “I just love that gorgeous blue Citibank ATM at Prospect and 8th. I’d follow it anywhere–if that machine ever pulls up roots and moves across town, I’m going with it.” Of course not. Loyalty to an ATM, no matter how efficient the machine may be, is a ludicrous concept. I’d be the first to agree that customers do want efficient, ATM-like advances ... The problem is if you end up with your priorities screwed on backwards