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Marketing Week

Brand Loyalty Remains High

Brand loyalty remains high at 89%, driven by product and price rather than service. Last year, Yotpo found that 90% of consumers surveyed considered themselves brand loyal, in contrast to the conventional thinking that loyalty was dead. That number hasn’t changed, according to this year’s survey of 2,100 U.S. adults; 89.1% of consumers said they were brand loyal, with 25% saying they were more loyal than last year. ‘I tend to buy from the same brand.’ The survey …

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Instagram’s new shopping bag icon

Instagram is giving a select number of e-commerce brands a new feature to help with their e-commerce efforts on the platform. Starting today, certain advertisers can add a shopping bag icon to their Instagram Stories that will display more details about the featured product. Clicking on the shopping bag icon can display various types of product information, including more images of the featured product, images of other products contained in the story, descriptions and pricing …

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The year of influencer marketing for B2B

Think influencer marketing is only for B2C brands? Contributor Michael Brito explains how the principles of this highly effective technique can be applied to B2B markets. Total brand spending on influencer marketing was $81 billion in 2016 and is projected to reach $101 billion by 2020, according to a 2017 study from the Association of National Advertisers and PQ Media. It’s not stated how much of that investment will come from consumer or B2B brands, …

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Get your content discovered

Contributor Kristopher Jones outlines seven tried-and-true content promotion strategies that will drive traffic to your content and website. It’s no secret a well-executed content marketing campaign can deliver a solid return on investment. According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost. As marketers pad their budgets with more money to invest in content marketing this year, one strategy that often gets overlooked …

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Website Speed & SEO Routine

Monitoring webpage performance is key to avoiding setbacks when algorithms change. Contributor Bobby Lyons points out ways to adapt everyday SEO activities so a website will thrive regardless of algorithm updates. Success in search engine optimization (SEO) requires not only an understanding of where Google’s algorithm is today but an insight to where Google is heading in the future. Based on my experience, it has become clear to me Google will place a stronger weight …

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For email, experience is everything

Through email, you individually address people who have different wants, needs, habits and relationships with your company. When you put it in this context, as opposed to thinking of email as a lever to drive more money from a homogeneous existing customer base, it becomes more of a human medium. This is not to say that you shouldn’t focus on driving the money, but how you execute it could be improved. Start with the brand …

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Better email subject lines this holiday season

With kids back in school, email marketing campaigns have moved away from end-of-summer deals and backpack wish lists and switched over to the holidays. The holiday season seems to get earlier every year, so it’s important for email marketers to get a head start on what is going to resonate with consumers. During the last holiday season, my employer tracked almost 8 billion emails and found that brands sent 14.5 percent (registration required) more emails to subscribers during the …

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SEO 101: URL's in Google Search Console

Google Search Console serves as an excellent (not to mention free) source of technical data about your website’s organic visibility and performance. To maximize its usefulness, it’s important to properly set up your website in Search Console by adding all versions of your domain as properties that you manage. Let’s assume the domain name of the website is https://example.com/. The first step here is to add the following to Google Search Console as a new property: example.com …

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Hyper-Personalized Messages

How do we reach hyper-personalization? Columnist Scott Heimes believes building an email-based app, along with great content and timing, is key to earning email readers’ loyalty.”For years, email marketing has been circling around an ideal center without ever reaching it. That center has become known as “hyper-personalization.” Yes, the sought-after email “segment of one,” the email marketer’s Holy Grail — the perfect email campaign. Call it what you will, but hyper-personalization is now the gravitational …

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Integrating workplace wellbeing into performance management

Integrating mental and emotional wellbeing into performance management is helping brands create environments where engaged and resilient teams feel able to thrive. Wellbeing in the workplace is an area of increasing focus for companies keen to improve their culture, working environment and employee performance. However, to make a real difference businesses must take a holistic approach that goes beyond pure physical health to focus on mental and emotional wellbeing too. Organisations from every sector are …

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