Posts Tagged ‘Marketing’

Get Better Franchise Marketing Through Data

Automotive marketers today are mastering their digital marketing efforts and coordinating efforts across a specialized franchisor-franchisee relationship. The franchisor (OEM) and the franchisee (dealer) send brand messages that harness the power of data to reach the right audience on the right channel with the right message at the right time. But it wasn’t always that way. In the heyday of traditional media, most marketers relied heavily on the “spray and pray” marketing method to get one message seen by as many prospective customers as possible. Back then, it worked, especially for automotive marketers. A limited number of channels existed, so OEM and dealership marketers could reasonably assume one message on a specific channel—such as print, radio, or TV—would create profitable impressions on a well-defined audience. Two things happened in the 2000s that would forever change the face of automotive marketing. First, internet use and access for consumers exploded. Second, the Great Recession knocked down car sales—and knocked out some 4,000 dealerships. The dealers who survived the recession also learned to adapt their marketing so they can thrive in the digital […]

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Content Marketing 101: What Are Obstacles to Better Content?

You know content marketing is important for your brand’s message to be heard above the digital noise. You know your peers and competitors are using it. But do you know what’s keeping your efforts from producing better content? Last week, we said content marketing doesn’t look or feel like marketing because it sells your brand as a better source of information than your competitor. This week we’re going to look at some of the biggest obstacles identified by respondents in our Third Annual Content Marketing Survey. No Strategy in Sight Right now, more than 30 percent of our respondents don’t have a content marketing program. They treat content marketing like a short-term tactic by “winging it” every day. They don’t plan their content marketing efforts and they don’t measure those efforts. They can’t monitor or grow long-term customer engagement because they won’t create a long-term strategy. Budget Woes and Worries Half of respondents want to spend more money on content marketing, but they don’t have the money. Worse, they might spend the money they do have on traditional marketing tactics that […]

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Kickstarter: Marketing and Fundraising Meet

Most readers of this blog are probably familiar with Kickstarter. But just in case: Kickstarter is a massively popular crowdfunding website that gives entrepreneurs, musicians, artists, and a litany of others the opportunity to convince the public to contribute financially to new projects.

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The Year in Content [Infographic Friday]

Afraid you missed out on some of 2012’s greatest moments in content? Are there any marketers out there in need of a brief refresher— or perhaps some inspiration— before gearing up for the New Year? Look no further! By cross-referencing popular Google search terms with the year’s major events, this Sparksheet infographic reveals “the story of 2012 in content, media and marketing.” What was your favorite 2012 moment?

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What’s your content strategy missing?

Content marketing has been around for years but recently, it has become more important than ever.  Search engines have been tailored to reward websites that generate new, fresh and relevant content. IMN surveyed marketing professionals across a variety of industries to get a better understanding of how they view content marketing and how they measure its effectiveness.

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