Start crafting holiday email campaigns now as research shows the tactic remains the highest-performing strategy for converting leads, Syed Balkhi writes. Use countdown timers on your website to create a sense of urgency about offers, consider offering free delivery, and create holiday-themed social content using tools such as Buffer to automate scheduling, he advises.
Forty-nine percent of US digital marketers employ contextual targeting, 46% use demographic targeting, 44% target by geolocation and 25% by behavior, according to a study by The Drum and GumGum. Sixty-one percent of respondents say they don't use contextual ads alone and 44% stated contextual targeting improves relevancy.
Online negative customer reviews can be a marketing asset if handled correctly, allowing marketers to improve brand sentiment by responding quickly and publicly to address and fix problems, Megan Krause writes. Offer customers incentives to come back to your brand and use feedback to improve internal processes, she suggests.
Best practices for SEO are constantly changing, making optimization a moving target for B2B marketers. Here are four tactics still in use that should be left in the past.
Harry & David marketing chief Michelle Farabaugh discusses the brand's progress in digital transformation and data-driven marketing to ensure relevant messaging and drive desired behaviors. She also talks about developing creative and managing media predominantly in-house, and why the brand's new campaign centers around sharing gifts and experiences with families and friends throughout the year, not just on special occasions.
Consumer trust in data transparency is low, making it more important than ever for brands to be as open as possible about how they safeguard personal data, that they use data appropriately and communicate the benefits data sharing brings to consumers, writes Mike Sands. "[I]f brands can't protect their customers, they can't protect their businesses, either," he warns.
Acquisitions in the adtech space by major ad-holding companies signal that agencies are heeding the trend for brands to take media buying in-house, stepping up their game to simplify the digital ecosystem and provide better strategic guidance to marketers, Oliver McAteer writes. "Attention to cleaning up the supply chain and adtech consolidation is helping and will bolster client confidence in their external partnerships," says GroupM's Evan Hanlon.
Ultimate Fighting Championship co-creator Campbell McLaren wants to make mixed martial arts Combate Americas into the most popular sport for Hispanics, behind soccer. Univision has been broadcasting the high-rated matches since April, and the program has become the No. 2 MMA show in the US.
Telemundo will launch the Latino empowerment campaign "Somos el Futuro: The Future Is US" that highlights the positive impact and contributions of the Hispanic community in the US. The network will air campaign segments during some of its most popular programming and conduct a cross-country civic participation tour to increase voter registration.