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The latest in marketing strategy, technology, and innovation.

Weekly roundup: 5 digital marketing tips, trends and tactics

Our roundup of noteworthy digital marketing insights, tips and trends from the news:

Brands put the power in customers' hands, and so has Twitter

Social media offers the power of being able to connect with customers anywhere at anytime. While customers get to choose which brands they follow, Twitter recently rolled out a "mute" feature that gives customers even more control over turning off activity from a brand for a short while. That’s great for customers, but not so great for brands. Brands have no way of knowing when they’re being muted, which means it’s even more important for brands to focus on creating valuable conversation instead of excessive noise. As customers continue to be given control over how brands reach them, the standards for marketing messages are raised.

Read more at Marketing Land

Measure value by how much customers love it

Marketing efforts are often measured by ROI and numerical data, but Jay Baer, author of "Youtility," suggests that marketers instead focus on measuring messages and content by how much customers love it, instead of the number of sales triggered. That can be measured anecdotally by how many customers say they love a piece of content, Baer says. But pushing out content that mimics that of other companies isn’t what customers love — It’s the personality and authenticity of conversations that aren't simply about products and services but are about topics relevant to the customer. For example, Columbia Sportswear created a mobile app “What Knot to Do in the Greater Outdoors” that offers a guide for tying knots, even though the brand isn’t in the rope business. They’re delivering customer value.

Read more at Convince & Convert

3 strategies for delivering stellar travel digital messages

Creating a successful travel campaign is about more than showing pictures of the picturesque Greek islands or historic Machu Picchu. It’s about personalizing the message for the audience by segmenting them based on their reason for travel (pleasure or business) and their destination. Brian d'Alessandro, vice president of data science at Dstillery, suggests three ways to use data to segment customers for better digital travel messages:

  1. Tell stories for a heterogeneous audience
  2. Reach people in the research phase
  3. Take advantage of mobile opportunities

Read more at Tnooz

The marketing hourglass demands business be reinvented

The marketing path isn’t a funnel, it’s an hourglass, argues Nick Mehta, CEO of Gainsight, at the Pulse2014 conference. Adding customers helps a company grow, but getting more customers and having existing customers buy more is the key to growing faster and going public, Mehta says. For some companies, that means reinventing the customer experience and business model. Malcolm Gladwell, author of “The Tipping Point,” adds, “When you look at almost any kind of transformation, any reinvention of any industry, you will invariably find at the beginning of that process of reinvention, this act of reframing, a moment when the issue or the problem facing the customer is re-conceptualized, put into a form that allows them to re-imagine and re-understand their relationship to the person who is trying to sell them a product.”

Read more at CMS Wire

5 tips to avoid cultural misperceptions

Multinational companies sometimes think about their main target market and forget to consider the culture and customs of people in other countries that don’t make up the bulk of their market. With that approach comes the danger of offending customers and creating a bad reputation for the brand. Take, for example, P&G’s “88” promotion of their Ariel detergent or Mitsubishi’s “Pajero” brand. Heike Neumann of It’s All About Revenue suggests that companies follow these five tips to make marketing messages more culture friendly:

  1. Google phrases you’re going to use with the country name, for example “88 in Germany”
  2. Turn to locals for help with translations
  3. Communicate with your local contacts early on in crafting the message
  4. Double check that analogies and their graphics work
  5. Define branding elements and messaging appropriate to each territory

Read more at It’s All About Revenue

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