Tag Archives: content

How Does Your Brand Show the Love?

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“In this ever-changing society, the most powerful and enduring brands are built from the heart. They are real and sustainable. Their foundations are stronger because they are built with the strength of the human spirit, not an ad campaign. The companies that are lasting are those that are authentic.” – Howard Schultz, CEO and Chairman, Starbucks

Brands are built on relationships with customers. To have “customers for life” you must win their hearts. In “How to Get Into the Hearts of Your Audience with the Emotional Branding Tactics Used by Apple, Nike & Coca-Cola” by Mary Stribley, she says that “by adding an emotional dimension to their brands, they’ve managed to cultivate loyal advocates and legions of lifelong paying customers.” 

To learn more about making meaningful connections with your customers, join Chanon Cook, SVP, Strategic Insights & Research, Comedy Central and Kathleen McLean, Sr. Manager, Strategic Insights & Research, Comedy Central, as they present “Keepin’ It Together: Maintaining the Connection between Content and Brand Today” on Feb. 1 during the Media Insights & Engagement Conference in Fort Lauderdale, Florida.

During this session, you’ll learn the push and pull of meeting viewers on their terms with the need to maintain a connection between brand, content and viewer. 

Register today!

Join our network and stay connected all year long:
- twitter.com/@_MediaFusion
- linkedin.com/Media Insights & Engagement
- facebook.com/Media Insights & Engagement

Session descriptions are from the Media Insights & Engagement Conference brochure.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

This Week In Market Research: 7/27/15 – 7/31/15

Do you work from home and feel like you can never get anything really done?? In a recent article by Fast Company, Carson Tate details 5 ways that will make working from home REALLY work. ‘According to research by the financial software company Intuit, nearly a quarter of U.S. workers telecommute for at least a few hours every week.’ So according to Tate, a few of the ways you can make working from home really work include ‘communicating well and often,’ and ‘being a proactive team player.’ The first suggestion is to use many forms of communication to be sure things are being communicated thoroughly and efficiently. To be a proactive team player, you have to be diligent about reaching out to your coworkers and connecting with them not just on a work level. In other words, being a part of the team includes comradery and you have to put in a little extra effort in order to gain those relationships. Interested yet? Well, read the full article at Fast Company.
This week The Guardian posted an article for younger graduates wanting to go into the market research industry. They list five different tactics, however the two that really stood out to me included 1. Choosing a research path and 2. Building on online profile. For the first one, the article suggests that ”it is important to pick a research path’.identify whether your skills lie in numeracy or whether talking to people face to face and learning about cultures is more appealing” On top of picking a research path, building an online profile and getting connected with the research community can bolster experience and resumes. According to the article, ”it’s important to create a professional online profile’and hide any potential controversial Facebook photos.’ There you have it. These 5 tactics will surely get you closer to your dream job in market research. 
‘Where do I begin’? It’s the common question, whether asked internally or outwardly, when dealing with the launch of a new product. So where does one start when marketing a new product? Well, according to a recent article released on Entrepreneur this week, all one needs to remember is ‘Search, Social, and Content.’ In this sense, search means your search engine optimization and making sure your page is searchable through google. Social refers to the sharing of information through social media and taking advantage of getting the word out through social. This third component, content, means ensuring that the content that you are marketing is strategic and clearly thought through. All of these avenues together make up the ‘Holy Grail of Startup Marketing.’ Want to learn even more about this? Visit Entrepreneur’site and 

We have all been there. When a crisis hits at work, we work reactively rather than proactively. Well thanks to an article released this week on Entrepreneur, we now have 7 habits to get us working more proactively. Now, in order to get the full gist of the email you’ll have to read it on the Entrepreneur website. However, a few to the points listed include, blocking out time to answer emails 2-3 times a day as well as celebrate what you ARE getting done. Both of these pointers stood out to me because making sure you answer emails throughout the day ensures that you won’t get behind and making sure you celebrate what is actually getting done helps you focus on the positive around you. Focusing on the positive, helps you negate many negative emotions that occur at work and slow down your productivity. If you’re one of those people, like me, who works much better in a proactive environment this list is insightful and in its own right, proactive.

Nichole Dicharry, is a Digital Marketing Assistant at IIR USA, Marketing and Finance Divisions, who works on various aspects of the industry including social media, marketing analysis and media. She can be reached at Ndicharry@iirusa.com 

This Week In Market Research: 4/20/15 – 4/24/15

Getting The Most Out of Big Data: Without proper governance, companies are likely to lose out

From Big Data To Big Bets: Food science and examining the data

10 Hottest Digital Marketing Stats Of The Week

Raising Your Content Marketing: 4 Keys to improve your game

How To Make Your Marketing Meme-tastic: Engaging with your consumers

Applying Marketing Tactics To Fraud Detection: Stopping fraud and the fees that come with it for retailers

Bankrupt Aereo Will Have To Pay $950,000 To Broadcasters From Supreme Court Decision

5 Ways To Use Data To Inform Social Media Marketing Strategy

How Intent Data Leads To More Personalized Marketing: Ensuring viewers will respond with delight

Learning From Marvel: Three things marketers can learn

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

The State of the Television and Digital Industry

When did television and digital media buying become so complex and fragmented?

A distinguished panel of guests including Justin Fromm, Head of Ad Sales Research, Hulu, Howard Shimmel, Chief Research Officer, Turner Broadcasting, Liz Huszarik, EVP Media Research & Insight, Warner Bros, Tom Ziangas, SVP, Research, AMC Networks and Moderator Eric Solomon, SVP, Digital Audience Measurement, Nielsen helped decipher the future of television and digital media.

The panelists did a brief 2014 recap of the media industry.  Some key highlights included: purposeful viewing (watching only shows we like), rapid speed of change in programming and content, viewers shifting to Video on Demand (VOD), tremendous competition for eyeballs, cable networks taking share from major networks, and a major shift in viewing away from television viewing to video streaming.  The panelists unanimously agreed that the industry must continue to produce quality programming and content distributed on multiple platforms and the content must be readily available and easy to find.

What can we expect in 2015 in terms of audience viewership, quality content, programming and data measurement?  All of the panelists agreed that it’s time to recalibrate this over abundance of big data.  Measuring ad effectiveness across multiple platforms is challenging indeed.  The infrastructure is not currently available to effectively measure all the various devices that consumers use to view their favorite programs.  There is a tremendous need for aggregating data and viewership across multiple platforms.  The panelists agreed that there is an opportunity for Research Companies to develop “one important number” or algorithm that data scientists or media buyers could use to determine return-on-investment (ROI) or total audience reached. Perhaps Nielsen or ComScore will take up this challenge in the near future.

About the Author:  Kerry Inserra is Managing Partner and Co-Founder of Zip2Media, a media planning and buying agency located in the San Francisco Bay Area. Zip2Media focuses on social media, SEO, SEM, traditional media, sports marketing and blogging.  Kerry has worked for CBS Radio/Television, ABC Radio/Television and Disney.  Follow her @kinserra or email her at Kerry@Zip2Media.com.

NACCM 2009: Answering the Social Phone ‘ Listening, Measuring, and Engaging in Social Media.

Your social media phone is ringing. But are you answering it? Do the right thing by listening and engaging with your customers says David Alston, VP of Marketing & Community for Radian6.

What should we be listening for? Alston says that he listens for ideas, compliments, memes, crisis, complaints, competition, crowds, campaign buzz, and needs. Treat the conversations as if you are at a cocktail party. Don’t just jump in but look for the point of need from a customer. Listening first and then engage has been the common theme throughout many of the NACCM presentations today.

Alston shared the 5 C’s for engaging in social media. They include:

Content ‘ give content because people don’t want your promotions.
Community ‘ you want to create a place where your fans, customers and even critics can live together.
Conversation ‘ they build the relationships that build your business.
Collaboration ‘ because the consumer is more and more in control, it’s best to collaborate with your community than try to control it.
Connections ‘ you can’t be a hermit. You must actively and consistently connect with your community.

What do you do if there are no conversations about you? Find people who share your passion and join their conversations. Eventually these relationships will evolve and bring you more exposure. The ultimate is to have customers share their positive testimonials about your business using tools like Twitter. Alston shared how he files positive tweets about Radian6 as ‘favorites’ which he calls ‘twestimonials’.

Alston listed several reasons why some companies hold back from using social media to engage customers. They include restrictive policies, culture, bureaucracy, lack of momentum, concerns over window dressing, lack of top level support and lack of resources. When it comes to your culture, Alston says ‘if you suck in real life, you will suck on social media.’ Make sure it’s right first.

In his Social Media Maturity Model, Alton talks about the various levels of engagement. We all should begin at the bottom and work our way up. That way you build credibility with each step.

Contributing - Contributing value through content and helping customers achieve goals
Sharing – Tell your own story. Share your brand’s passion & personality
Participating – Adding on and sharing your knowledge
Responding – Answering the ‘social phone’
Listening – Monitoring and analysis

For those still hesitant about getting engaged in social media, Alston says ‘find your path, and get started NOW!’ Consumers want to connect with your brand. You’ll make mistakes but you will survive. Alston’s advice is to ‘have fun’. With over 11,000 followers on Twitter, you can bet that he is having tons of fun!