JULIE 50th Anniversary

Stevens & Take Marketing Wins Coveted Award Of Excellence 
For JULIE’s Long-Form Corporate Image Video

(LOMBARD, IL) – Stevens & Tate Marketing received The Communicator Award of Excellence in the category General—Corporate Image for the video titled “Protecting The People In The Land Of Lincoln” created for JULIE, Inc.

Crafted to celebrate JULIE’s 50th anniversary, the sweeping video captures various landscapes across Illinois: farms, rural communities, suburbs, and cities. Drone footage illustrates the places that JULIE helps safeguard; the places where Illinois residents live, work and play. Messaging emphasizes the organization’s legacy and how prioritizing safe digging minimizes interruptions to critical services like electricity, natural gas, water, communications, Internet, and fiber optics but more importantly how it helps keep the state’s most valued resources—it’s people—safe. 

“Our creative team concentrated on presenting the JULIE narrative in grand style to reflect the organization’s passion for the important work they do,” said Dan Gartlan, partner at Stevens & Tate.

The result is a dramatic, heartfelt video that entices and engages viewers. It combines panoramic scenes, aerial images, inspirational music, and a confident yet comforting voice over to tell the JULIE story…from its longstanding role as the foundation for safe digging to the organization’s evolution into a leader in utility line damage prevention and safety awareness. 

“We are extremely gratified with the response our 50th anniversary video has received from our members and utility companies across the state,” said Mark Frost, executive director at JULIE, Inc. “Our strategic partner, Stevens & Tate, transformed our ideas into what we feel is a very powerful video that speaks to our mission. It evokes strong emotions and a true sense of pride in our contributions to safe digging practices…and how that serves the residents of Illinois.”

JULIE has incorporated the long-form version of “Protecting The People In The Land Of Lincoln” into internal marketing and communications efforts including anniversary celebrations and using it to kick off meetings with contractors and other key partners. It’s also prominently displayed on the home page of the non-profit organization’s website, JULIEBeforeYouDig.com.

Stevens & Tate edited the nearly 3-minute video into two :30 versions for outreach advertising such as broadcast and cable television commercials, full-episode-player over-the-top streaming spots, digital display ad units, social media posts and advertisements, and public service announcements.

About The Communicator Awards 

Held annually for the past three decades, the Communicator Awards is the premier international awards program dedicated to celebrating excellence, effectiveness and innovation in communication. Awards honor outstanding talent across a variety of industries and mediums…from informative projects to fantastical creations. They also recognize both groundbreaking newcomers and established practices, global brands to indie creators.

The Award of Excellence, the organization’s highest honor, is given to those whose communication skills place them at the top of their field and acknowledge them as industry leaders in a highly competitive arena.

The Communicator Awards are reviewed and sanctioned by the Academy of Interactive & Visual Arts (AIVA), an invitation-only group of leading professionals from renowned media, communications, advertising, creative, and marketing firms. AIVA members include executives from Amazon, Big Spaceship, Chelsea Pictures, Conde Nast, Critical Mass, Disney, ESPN, GE Digital, IBM, The Nation of Artists, Nextdoor, Spotify, Time Inc., The Wall Street Journal/Dow Jones, and Wired. 

About Stevens & Tate Marketing

Stevens & Tate Marketing is a full-service advertising agency offering on-strategy creative, integrated message development, and cost-effective media planning and execution. The team creates targeted solutions for clients within the not-for-profit, food/grocery, retail, homebuilding/real estate, travel/tourism, business-to-business, healthcare, and senior living industries. 

To learn more about Stevens & Tate’s award-winning capabilities, view the agency’s online portfolio at www.Stevens-Tate.com/work. For information on how Stevens & Tate can help Make Things Happen™ for your business, contact the business development team at (630) 627-5200.  

JULIE 50th Anniversary JULIE 50th Anniversary

brand identity prism

The Brand Identity Prism

When you think of brands, there are probably a few that come to mind. Brands that you use and see every day are the most prominent; Coca-Cola, Tide, Apple. These multi-billion dollar companies have worked tirelessly to reach their consumer base, and build strong a strong brand identity, and that is a large part of why they’ve prospered. Brand Identity is one type of identity to portrays the right image to its consumers. Logo, color palette, typography, and packaging are some of the visual components of the brand identity. It can be a little harder to narrow down a B2B brand that is as recognizable as the one mentioned above. Simply put, B2B brands spent less time focusing on brand development, and more time building impressive service packs and data for clientele. That is a big mistake; even B2B companies can significantly benefit from better brand identity. After all, the B2B space can be a crowded one, and the best way to set one’s self apart from the pack is by offering a unique and easily recognizable brand.

What is Brand Identity Prism?

Brand identity prism is a strategic marketing model that helps businesses to define and communicate their brand identity.

Why is Brand Development Important in B2B Marketing?

Brand development is what will set you apart in an often crowded marketplace. B2B consumers are drowning in a sea of sameness. In short, most B2B companies lack personality, which is a driving force behind consumer sales, and what makes the companies mentioned above so successful. To set yourself apart from the crowd, you should build a brand with a personality, with identity, and with something just a little flashy to get a foothold in an over-saturated market.

How is a Brand Identity Developed?

Developing a brand identity takes time and thoughtful consideration. Branding Specialist, Jean-Noel Kapferer has suggested every brand should use the brand identity prism to improve and alter their image. This prism includes personality, physique, culture, relationship, reflection, and self-image.

  • Personality is the way in which the world sees your brand. A b2b brand might want to be seen as cutting-edge or high tech. This character can be portrayed through logos and writing styles.
  • Physique is the physical manifestation of a brand’s identity. Strong, stoic or hip are all physique aspects that can be portrayed. This is done through color schemes, graphics and packaging art.
  • Culture is the way the brand interacts internally and with the world around them. Social media interaction and engagement is a good way to develop a brand culture, and allow other businesses behind the curtain to see what makes your company tick. When businesses and consumers engage with a company via social media, their personal perception of the brand identity improves.
  • Relationship is developed through interactions with current and potential clients. Branding and endorsements can be used to highlight the collaborative relationship businesses build with one another.
  • Reflection and Self-image go hand-in-hand. As a brand, you’ll want to reflect the values and characteristics you clientele wants to see in themselves. With the self-image part of the prism, you’ll also want to reflect how you feel about your own business. A prideful company is one that can be trusted, according to recent research.

Branding and identity does not happen overnight. Companies like Apple, Intel, Mastercard, and Coca-Cola have spent decades honing their brand and building an identity.  Reaching a myriad of buyer personas, and identifying your needs as a business are the first steps in the construction of a branding strategy that will set you apart from the crowd. Utilizing the prism for development, however, will get you off to a good start.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

visual metaphor

The Advantages of Using Visual Metaphors In Advertising

When it comes to advertising, most assume that the message should be direct and clear to ensure that your target audience understands what you’re trying to say. However, a message can be more powerful if something more creative or meaningful is behind it. It’s why many businesses use metaphors.

Using visual metaphors in advertising will help deliver a strong message and engage audiences on another level.

What is a Visual Metaphor?

In a nutshell, a visual metaphor uses an image or object that implies something else. It’s essentially a picture representing a different idea.

Visual metaphors work because they tap into the power of your inner mind. You might not process everything right away, but you will understand some aspects of what’s being communicated on a deeper level. With repeated exposure to a visual metaphor, you will figure out what is being said underneath the surface.

Examples of Visual Metaphorsvisual metaphor

There are many common visual metaphors that you may be familiar with. For example, a red rose is often used to represent romance. A picture of someone walking out of the darkness and into the light can represent enlightenment.

A great example of a visual metaphor is Apple’s famous logo, which depicts an apple with a bite taken out. This image represents the biblical story of Adam and Eve, which talks about knowledge gained by eating from the tree of good and evil.

The bite of the apple indicates that Apple (the company) has gained knowledge from taking a bite off the apple. They applied this “knowledge” to its innovative and cutting-edge products. The apple logo can also represent the computer, the modern-day tree of knowledge

buyer persona guide for business

Types Of Metaphors In Advertising

There are two types of metaphors used in advertising: the pure metaphor and the fused metaphor.

The Pure Metaphor

The pure metaphor is when two unrelated concepts are connected. For instance, a picture of a snail might represent the slow service of a competing company. The snail itself has nothing to do with the business, but the audience will understand that speed is vital in what that company is offering.

The Fused Metaphor

A fused metaphor is a bit different. Instead of using something visual to represent specific characteristics, you “fuse” your product with another image to depict the idea you’re trying to express.

For example, McDonald’s ran a fused ad for its Filet-O-Fish sandwich that showed a fishbowl in the shape of a hamburger. It also showed a fish swimming right in the middle (as if between the bun). The fishbowl and the sandwich were combined to create a fused metaphor.

The Benefits Of Using Visual Metaphors In Advertising

The following are a few reasons why you should consider implementing visual metaphors in your advertising efforts:visual metaphor

  • Visual metaphors get your point across quickly: Using visual metaphors in advertising can save you the trouble of spending time describing something. It will result in less effort on your part while still attracting more attention from your audience.
  • Visual metaphors generate curiosity: They encourage audiences to pay closer attention to what you’re showing them to figure out the meaning of the metaphor. Once you’ve made your audience curious about your ad, they’ll become more curious about your brand.
  • Visual metaphors are memorable: Your target audience will remember ads that use visual metaphors because they are unique and creative. As a result, it makes it even more likely that they’ll remember your brand.
  • Visual metaphors help your brand stand out: It can be challenging to differentiate yourself in the market. Fortunately, visual metaphors can help you stand out from your competition.
  • Visual metaphors add a sense of creativity to your ads: By using visual metaphors, you’re not only getting your audience’s attention but also their admiration for how inventive and unique you are.

Use Visual Metaphors In Advertising

Although being clear and direct is useful in conveying a message, visual metaphors can help you be succinct. Being succinct is just as important. Additionally, using visual metaphors in your advertising allows you to showcase your brand’s creativity and personality. As a result, your ads will be more memorable, and your audience will be more engaged. With that in mind, be sure to incorporate visual metaphors in your marketing strategy.

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marketing dashboard

The Importance of Implementing a Marketing Dashboard

At this point in time, most businesses realize how important data is and how analyzing the data that they collect can provide valuable insight into the performance of their marketing tactics as well as into how their audience behaves. The challenge lies in making those metrics easy to access and easy to read for everyone in your company. Fortunately, tracking data is easier than ever with the use of dashboards.

What Is Marketing Dashboard?

Marketing Dashboard is an app or platform that collect all of your KPIs (key performance indicators) and critical metrics onto one easy-to-read display. The information is pulled from multiple data sources, often both internal and external. The data displayed on a dashboard can be viewed at any time and in real time. Essentially, they act as real-time reports, eliminating the need to wait until the end of the month to receive an analytics report from your marketing department.

Tactics

marketing dashboard for social media

There are tons of different tactics dashboards out there that you can integrate into your system. This can range from email dashboards and website dashboards to search dashboards and social media metric dashboards. While these types of dashboards are often effective in displaying certain metrics, they don’t typically paint a whole picture. They may show you how your tactics are performing individually, but they don’t show you how they are impacting your company’s revenue cycle. It’s why you should implement a marketing dashboard.

The Benefits Of Implementing Marketing Dashboard

Tactics dashboards can be useful in that they showcase soft metrics (engagement, awareness, interactions, etc.). However, you’ll want a dashboard that can also display hard metrics (such as the internal rate of return and the net present value of your current campaigns) along with online marketing metrics (such as bounce rate, total visits, click-through rates, etc.). It’s why you’ll want to use a marketing dashboard. The following are just a few more reasons why integrating a marketing dashboard will be hugely beneficial for your business:

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Customize your dashboard to your needs

Instead of being limited by tactics dashboards, a marketing dashboard allows you to customize which metrics are displayed. You can then pull what you deem to be the most important of your social media, email, and search metrics so that they are visually represented on one single display.

Track the performance of your marketing efforts

A properly optimized marketing dashboard will make it easy to see how your marketing efforts are performing in real time. This can be from engagement on social media to lead generation on your website. Not only can you identify how individual tactics are faring based on your KPIs and metrics, but you’ll get an idea of how well your overall strategies are performing as well.

Keep your team on the same page

One of the challenges of running a business is that many of your employees aren’t always on the same page. If everyone has access to your marketing dashboard, everyone can see what’s working and what isn’t. This makes it easy for company-wide communication to take place. This can result in more effective adjustments to marketing and sales strategies to improve performance.

Allow for more informed decision making

Being able to see how your marketing campaign is performing in real time allows you to make adjustments to your strategies and tactics on the fly. In theMarketing Dashboardpast, simple reporting would only tell you how you’ve done. The use of marketing dashboards gives you the chance to make more informed decisions on a daily basis. In turn, this can reduce the cost of your marketing efforts and improve their impact on your revenue cycle.

While a marketing dashboard can be considered a real-time report of your marketing activities, it’s much more than that–it’s a decision-making tool. The potential success of future marketing campaigns depends heavily on your ability to collect and analyze your company’s most important metrics and KPIs and determine how your marketing efforts are affecting your revenue cycle. The best way to do this is by integrating, customizing, and optimizing a marketing dashboard.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

How Your Web Page Speed Effects Your SEO and Google Ads Performance

For companies that already advertise to prospective customers on mobile devices, or who have organic search presence, there are numerous elements of their online presence that need to be checked, tested, and, where appropriate, changed. Implementing a robust SEO strategy is crucial to ensure visibility and competitiveness in the digital landscape. Knowing how to optimize your mobile site for speed will make all the difference to your search engine rankings.

The Importance of Testing Site Speed

The changes are going to make knowing the speed of a mobile site essential. Many tools permit site owners to determine their page speed to see whether enhancements are needed. Most of the tools that are available to test speeds are free and do not require administrator access to the website in question. That means that companies can check their competitors’ sites as well as their own.

Adjusting Mobile SEO Strategy for Google’s Speed Update

One such change that companies should consider is switching to Accelerated Mobile Pages (AMP). An AMP works by altering the source code of the website, thus directing the standard HTML page to a minimalist version of itself, the hosted AMP page. As AMPs are still so rare, they load exceptionally quickly. In initial Google testing, AMPs reduced load time up to 85%.
Local search should not be ignored, either. A Google Mobile Moments Study revealed that 40% of mobile searches have local intent. Companies also need to be aware that mobile search engine users enter queries differently than desktop search engine users; mobile queries tend to be much shorter.

Leveraging Search Console is a fantastic way to check in on a site’s usability. Using the following options under “Crawl Errors” can make a significant difference to usability:

  • Smartphone tab – It allows users to recognize any crawl errors that might be burdening their mobile pages
  • Fetch on Google – It allows users to to see how crawlers view the site and adjust accordingly for better indexing and ranking in search results.
  • Mobile Usability report –  It precisely informs users about pages with mobile usability issues, along with detailing the nature of these issues.

How Will Google’s Speed Update Impact Your Google Ads Account?

The Quality Score algorithm, the algorithm that determines how much users pay per click to serve an ad on the Search Network, is heavily influenced by landing page experience. If a company’s site does not load quickly and does not convey beneficial information, the company will either end up paying a premium or realize that they are unable to serve an ad at all.

The Google Ads documentation recommends five ways to affect positive change regarding a site’s landing page experience:

  • Include relevant, compelling content
  • Be recognized as trustworthy
  • Make navigation simple and effective
  • Reduce load time
  • Make the website faster

In Conclusion

Google Ad users need to ensure they optimize for load time and landing page speed, and not just in terms of relevance. Companies should also contemplate making a move to AMP, ensure that their intent is on point, and make the most of the power of Search Console and page speed insights.

30 Greatest Lead Generation Tips

visual storytelling

Visual Storytelling Techniques That Will Take You To The Next Level

Not only has video content become incredibly easy to consume due to the quality of smartphones and tablets, but it’s become much easier — and affordable — to produce as well. Considering the fact that 72 percent of consumers would prefer to learn about products or services via video and that the average consumer watches around 1.5 hours of video a day, your marketing campaign needs to have a video content marketing strategy.

However, your video content will only be effective if it’s of high quality. The following are ten visual storytelling techniques and promotion tips that you should keep in mind:

Top 10 Visual Storytelling Techniques

5 Storytelling Techniques You Should Use For Your Marketing Efforts.

  1. Maintain a single POV

    Make sure that your video focuses on a single idea or message and that you don’t stray off topic or else you’ll lose the attention of your viewers.

  2. Be human

    Use emotion to connect with your audience. A video full of dry facts with no personal point of view isn’t going to be very engaging. Additionally, showcase actual people in your videos so that your viewers have someone to relate to.

  3. Be memorable

    If there’s nothing memorable about your video, then it will fail to impress. Viewers are less likely to share video content that hasn’t made much of an impact on them as well, so strive to make content that is memorable in some way.

  4. Be more visual than verbal

    Video is a visual medium, so instead of just showing a talking head explaining your message, tell your message in a visual manner. Remember, a picture is worth a thousand words.

  5. Start with what’s real

    It can be easy to get wrapped up in the visual style of your content, but substance will always trump style. Begin with what’s real and use that as the foundation for your video. The video’s style should be the unique way in which you convey that message to your viewers.

  6. Make it compelling

    Remember who your target audience is in order to create video content that they will find relevant and interesting. If you aren’t targeting the right audience, your video content won’t end up being compelling, no matter how well produced it is.

  7. Optimize your videos

    Don’t forget to optimize your videos by using strong keywords and links in your titles and descriptions.

  8. Use strong CTAs

    Just like written content, video content should have calls-to-action at the end to encourage your viewers to do what you want them to do.

    Also Read: 3 Helpful Tips To Improve Your CTAs To Generate More Leads

  9. Use YouTube

    YouTube has over 1.8 billion monthly users. You can’t ignore an audience that big, so be sure to post your videos on YouTube.

  10. Share your videos

    Promote your videos by sharing them on all of your social channels to help attract more viewers.

Using visual storytelling techniques will help audiences connect with your video content and make them more likely to engage. Just remember that all the visual storytelling techniques in the world won’t work if your videos aren’t being watched, which is why promoting your video content is important as well.

30 Greatest Lead Generation Tips

Factors That Influence Consumer Purchasing Decisions: Rethinking the Marketing Funnel

In order to continue attracting your target audience, it’s crucial to firstly understand “what is a consumer need?” and then keep up with the wants and needs of customers. Consumer behavior is influenced by many things, such as price, product features, brand image, and recommendations from friends or family, all playing a vital role in what people decide to purchase. This can be a real challenge if you don’t understand the factors that influence consumer purchasing decisions. Those factors are a lot different than what they used to be, which means that the customer journey has changed a lot as well. This updated journey is referred to by many as the consumer decision journey (CDJ). What makes the CDJ so different than traditional marketing funnels is that each consumer’s CDJ is unique. Keeping that in mind, the following are three of the biggest factors that influence consumer purchasing decisions in today’s digital age:

Factors That Influence Consumer Purchasing Decisions

Product/Service Reviews

Very few consumers are going to blindly buy a product or service based on the content they’ve come across on your website. It doesn’t matter how effective you say it is, how clear your demonstration videos are, or what kind of accolades you’ve received. Customers are going to look up reviews first. Online reviews are easy to find — and many consumers aren’t going to feel comfortable buying a product or service unless it has good reviews.

There are tons of different websites where customers leave reviews. In fact, a company having reviews on their website has now become so commonplace that not having the option to leave or see reviews can leave a bad taste in consumers’ mouths. Reviews are not always only about one specific product or service. Angi, Yelp, and Amazon all allow customers to leave feedback on products and services, as well as overall customer experiences. Reviews come in many forms. Gone are the days of a simple, written review. Now, many companies give consumers the option to upload pictures and even videos with their review.

In addition to consumer reviews, consumers also seek out professional reviews. For example, Consumer Reports provides not only professional reviews of certain products, but they offer comparisons between different products as well.

Encouraging customers, as well as professionals, to review your products and services can be hugely beneficial. Doing so (as long as the reviews are mostly positive) can help improve your reputation and build trust with consumers who are in the evaluation stage of their journey.

Download Our White Paper Guide To Learn How To Perfect Buyer Personas For Your Business

Peer Recommendations

More often than not, consumers will initially become aware of brands or their products and services through peer recommendations. They may ask someone in person for a recommendation or ask online, via social media, online chat, or email. It’s one of the reasons why it’s so important to continue targeting existing customers. The journey doesn’t end when someone makes a purchase. You want to continue marketing to those customers to turn them into repeat customers. This allows you to build brand loyalty, which will turn them into brand ambassadors that will recommend your products or services to their peers.

 Social Media

Having a social media presence is incredibly important because so many consumers will turn to social media as a way to do research. They’ll look up brands, ask them direct questions, ask their social groups about their thoughts on your products or services, and look at your social interactions in general. This means that they will look at how you engage with your followers, as well as with users in general, to get a sense of how you carry yourself and whether they can relate to you. A brand with no social presence, or one that doesn’t regularly engage with the community is not going to make as good of an impression on consumers.

It’s important not to become over-reliant on the traditional marketing funnel. Consumers have so much power when it comes to doing their own research about different brands and their products and services, that it’s important to understand how unique the CDJ is. These are three very important factors that influence consumer purchasing decisions in this day and age that you need to make sure you address.

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how to have a successful blog

How to Have a Successful Blog (Expert Tips)

Blogging has become a great way for companies to write about content that relates to what they do. This can include tips and advice on anything the company is an authority on. Topics for blogging can range from “What a Good Landing Page Looks Like” to “How to Start Your Own Business in 10 Easy Steps.”

You might be wondering, how can my company have a successful blog? Here are 6 expert tips to help you out.

Tips for creating a successful blog

1. Choose a Topic People Care About

The first step to having a successful blog is to write about a topic that people want to read about. Make the topic interesting, and something worth reading. Once you choose a topic, research it to make sure you are providing reliable information to your readers. Then you can begin writing.

2. Make the Formatting Easy To Read

When formatting your blog, it is better to have many small paragraphs rather than a few long paragraphs. A blog is something that people want to be able to read easily. When writing a blog for your company, make sure to include offers and promote other blog posts as well.

3. Have an Attention Grabbing Title

As you are reviewing your blog, go back to the title. This title is important and needs to be clear, specific, and most importantly, attention grabbing. Titles should be between 50 and 60 characters. If it goes over 60, the end of the title will be cut off in the search engine results.

4. Pictures Are Fun to Look At

A blog without pictures can be boring. Add a picture or two to your blog. These pictures can be relevant to your topic, and they can also just be a part of a blog as long as they fit. For example, if your blog is directed towards an audience of readers who are business people, you could include a picture of someone wearing a suit. Pictures are a nice addition to the blog. Do not forget to cite pictures if they are not yours.

There are many reasons a successful blog includes links to other relevant articles. Successful blogs also include a CTA (call-to-action). You can offer downloadable resources like ebooks, checklists, or templates related to your blog post topic in your CTA.

Also Read: 50 Most Powerful Call-to-Action Phrases

6. Share on Social Media

Once you have written your blog, it is time to share it. You can share your blog through social media platforms like LinkedIn and Facebook.

7. Be Consistent and Frequent

The most important thing to remember is consistency and frequency. Blogging is more than one post. It is multiple posts. When you are in charge of blogging for your company, it is best to post a minimum of two blogs a week.

Blogging can be fun. Follow the above tips for creating a successful blog for your company.

Integrating Social Media & SEO Efforts For Enhanced Search Engine Results

What’s Trending in Marketing of April 2024

Step right into our April 2024 edition of “What’s Trending in Marketing,” your portal to the freshest marketing trends and insights. Stay ahead of the curve with our collection of marketing trends and reports for the 2024 year.

Noteworthy Marketing Trends and News

Additions in AI Advertisements

Meta, the parent company of Facebook and Instagram, is making it easier for brands to reach consumers with AI-powered tools. They’re introducing new features to personalize advertising campaigns, like creating multiple versions of ads tailored to individual users. Additionally, they’re offering personalized product recommendations based on what users have browsed and liked. These tools are available on both Facebook and Instagram, aiming to make shopping experiences more seamless and impactful. Read more here. 

Brands Values and Their Customers

To keep your customers happy, it’s important for your brand to reflect their values. Most shoppers want brands to share their beliefs, and many have stopped buying from companies whose values clash with their own. To stay connected with customers, brands will focus on showing what they stand for. A survey found that nearly half of marketers plan to invest more in creating content that highlights their brand’s values, with only a small minority decreasing their investment. This shows the increasing importance of authenticity and alignment in fostering lasting relationships with customers. Read more here. 

The Rise of Podcasts

Given the surging popularity of podcasts and online audio, marketers are increasingly recognizing the value and potential of these platforms for reaching and engaging with audiences. In a survey conducted on marketing trends for 2024, 82% of marketers expressed their intentions to either increase or maintain their investment in podcasts and audio content. This signifies a strategic shift in marketing strategies, with more emphasis placed on leveraging the power of audio to connect with consumers in meaningful ways. Overall, the continued growth of podcasts and audio content presents an opportunity for marketers to expand their reach, build brand awareness, and foster deeper connections with their target audience in the evolving digital landscape. Read more here. 

Learning Marketing Trends and Ideas

Interactive Email Marketing Trends

In today’s competitive online marketing scene, you have to stand out. To do this, businesses are turning to interactive email strategies. These interactive emails go beyond traditional text and attachments. They offer engaging features like animated GIFs, navigational menus, integrated forms, rotational banners, and sliders. Not only do these elements add visual appeal, but they also improve the overall user experience, encouraging active engagement and interaction with the brand’s message. Google’s enhanced compatibility ensures seamless viewing across devices, while emerging trends like key frame animation and cinema-graphs add even more excitement. Interactive emails not only catch customers’ attention but also streamline user experience, making them a vital tool in modern marketing strategies. Read more here. 

Innovative Video Strategies to Transform Your Senior Living Marketing

Digital technology has revolutionized marketing for senior living communities, offering unprecedented opportunities to engage potential residents and their families. Video content, in particular, is a powerful tool for showcasing the amenities, values, and lifestyle senior living communities offer. As seniors increasingly embrace digital platforms, mastering video marketing is crucial. Videos can tell authentic stories, educate viewers, and provide virtual tours, all of which are essential for attracting and informing prospective residents. Leveraging digital strategies like SEO optimization and YouTube presence enhances the reach and impact of video marketing efforts, allowing communities to connect meaningfully with their audience and foster trust in the decision-making process. Read more here. 

How Brands Market To the Different Generations

Generational marketing targets different age groups in order to better meet their unique needs and preferences. Each generation has distinct characteristics that influence their consumer behavior and how they interact with marketing efforts. Baby boomers, for instance, value quality and respond well to email and TV ads, while Generation X prioritizes convenience and brand loyalty, engaging with social media and video content. Millennials seek authenticity and personal connection, favoring social media and influencer marketing, while Generation Z, the youngest segment of consumers, prefers an omnichannel approach and values brand ethics and authenticity. Understanding each generation’s characteristics is crucial for creating marketing strategies tailored to their behaviors and preferences, which allows you to effectively reach and engage with them. Read more here. 

Recent Marketing Trends, Reports, and Updates

Nano- or Micro-Influencer Marketing

More brands are leaning towards collaborating with nano- and micro-influencers instead of celebrities or big social media stars because they charge lower rates and still generate high engagement. Reports show that marketers prefer working with small-scale influencers, with nano-influencers charging between $5 to $25 for a TikTok post and micro-influencers asking for $25 to $125. These smaller influencers also boast higher engagement rates, meaning their followers are more likely to take action based on their recommendations. To ensure a positive return on investment, it’s crucial to collaborate with influencers whose followers match your target audience. Read more here. 

Companies in Partnership Marketing

More brands are teaming up with others in their industry because it helps both parties achieve their goals. This collaboration can involve co-producing webinars, appearing on each other’s podcasts, or sharing each other’s social media content. For instance, Videowise partnered with other brands to promote their ebook. Partnership marketing allows brands to reach more potential customers by tapping into each other’s audience, connect with industry leaders for insights and assistance, and gain access to valuable resources like customer insights and industry data to enhance marketing campaigns. Read more here. 

User-Generated Video Content

We’re likely to see more user-generated video content because potential customers trust it more than highly-produced brand videos. These videos, created by real customers who have used the product or service, carry authenticity that resonates with audiences and increases the likelihood of conversion. To encourage customers to share their experiences, brands can ask for honest reviews, host giveaway contests for video testimonials, or collaborate with creators who can provide genuine opinions in exchange for a fee. This approach saves time, money, and effort compared to creating highly-produced videos from scratch. By leveraging user-generated content, brands capitalize on the credibility and relatability that real customer experiences offer. This fosters stronger connections with their audience and drives engagement across digital platforms. Read more here.

Artificial Intelligence Pros and Cons

Considering The Pros and Cons of Using Artificial Intelligence In Marketing

Artificial Intelligence (AI) is becoming more and more prominent across all industries. The uses of AI range from manufacturing incredibly complex microchips, to driving unmanned vehicles. However, it’s also used in a more behind-the-scenes capacity. For example, businesses use AI tools to help collect and analyze customer data as well as to engage with customers and prospects on their website and social media channels. It’s important to understand that there are artificial intelligence pros and cons. The following are a few of the artificial intelligence pros and cons that you should keep in mind:

The Pros Of Artificial Intelligence

These are just a few of the benefits of using AI:

  • Personalize interactions – AI tools can collect user information and behaviors of a customer or lead to execute specific actions. For example, if a customer buys a product, AI can automatically send them an email not only thanking them for their purchase but recommending a similar product. A good example of this is Netflix. Netflix uses a complex algorithm to personalize their user experience by recommending movies and shows based on their watch history. You can also use AI to send leads dynamic content that’s based on their specific behavior and information.
  • Improve marketing efficiency – The use of AI can help eliminate mundane, time-consuming tasks, freeing up time that your marketing and sales teams can use to focus on more important matters. Additionally, AI tools allow you to collect vast amounts of data that you would never be able to manually sort and analyze. This means that by using AI, you can make faster and better decisions based on accurate, real-time information.
  • Reduce costs – Not only does saving time help reduce costs, but it can also save money on staffing. For example, the use of chatbots means that you don’t need as many customer representatives on standby. The use of AI can also help eliminate errors. Humans are more likely to make mistakes when performing repetitive tasks due to boredom. AI tools eliminate the risk of error in tasks such as these.

Also Read: Empowering and Transforming Digital Marketing with AI

The Cons Of Artificial Intelligence

The following are some of the current drawbacks of AI:

  • Many customers still prefer human interaction – Chatbots can help provide people with answers to basic questions. You can even personalize interactions to some extent. But no customer is going to mistake a chatbot for an actual human. Many customers will prefer to speak to an actual human instead of a chatbot.
  • Fewer jobs – Because you may not need as big of a staff due to the use of AI, it means you won’t be employing as many people as you would have otherwise. Just keep in mind that even though AI has cost people some jobs, in the long term, it has and will create more jobs as well.
  • AI can only make logic-based decisions – There have been cases where companies have performed actions that seemed callous as a result of AI. For example, Uber operates on an AI tool that determines how much rates will be based on supply and demand. When there’s a big demand, rates go up. When a shooting and hostage situation occurred in Sydney, Australia, a few years back, people in the area tried to leave via Ubers. Uber received bad press because their rates went up automatically — making them seem cold-hearted.

These are a few artificial intelligence pros and cons to keep in mind. As you can see, the use of AI can greatly benefit your marketing strategy; however, it’s important not to over-rely on your AI tools as there are still some limitations as well.

 

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