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Articles by Peter Falcone
Digital Marketing Strategies for Small Business
Introduction Today, digital marketing strategies are becoming an important part of the marketing strategies of businesses. These strategies are similar to the traditional marketing strategies that are adopted by companies when it comes to goals and mission. This is because both methods aim at creating brand awareness and help companies to connect with customers online. Digital marketing strategies are beneficial to every type of business and specifically small businesses.
Secrets of a successful Snapchat advertising strategy
Social media has grown into a dominant business tool as marketers have increasingly realised its potential for reaching key audiences. Today, 74% of businesses believe social media is a key component to their marketing strategy, with 2.77 billion people expected to use social platforms worldwide by 2019. But investing in social media requires careful planning. Different platforms and ad formats can present challenges for all kinds of advertisers.
The Right Way To Approach Digital Asset Management
Here’s a scenario most ad teams will (unfortunately) be able to relate to: Dana, your best sales rep, contacts Jasmeen, a graphic designer she knows in Marketing, to see where the most recent version of the new client video is located. Jasmeen helpfully looks through the files in her local network drive – but can’t find the video file Dana needs.
Predictions for 2019? Focus on your fundamentals first
At the start of every year, industry experts talk about new trends and their latest predictions for the next 12 months. More often than not, this focuses on the shiniest and newest toys and technologies. For five years or so running, it was that this year would be the ‘year of mobile’. Since then, the experts have predicted the rise of AR, VR, wearables and blockchain on more than one occasion. Added to this, TV has been predicted to die many times over – and before that, it was radio.
Beyond CTR -- Four Ways To Bridge The Creativity Chasm
by Peter Falcone , Op-Ed Contributor, 7 minutes ago Some creative concepts, versions, and offers resonate more with certain customers than others, but that doesn’t mean brands should simply leave creative success to chance. In 2006, Project Apollo found that 65% of advertising sales lift came from creative. And over 10 years later, Nielsen research shows this figure is still sizeable at 47%.
Travel in 2018: How new trends were shaped by unorthodox consumer demand
Gen Z sought out cruises, while there was a 33% increase in over-55s searching for adventure holidays ‘Generation Z’ or ‘Generation Sensible’? 2018 was the year that Gen Z – broadly defined as adults under 24 – was assigned the new title, ‘Generation Sensible’, after reports showed that the age group is drinking less alcohol than generations before, consuming fewer drugs, and teen pregnancy rates also falling.
How to Format a Content Marketing Strategy According to User Intent
Business-to-business (B2B) buyers rely on content to make a purchasing decision. So, in order to engage customers throughout their purchasing process, your company needs to invest in content marketing. Content marketing is an encompassing business process that involves producing content to market your company to potential customers. Common examples include blogging, producing videos, and guest posting.
Media M&A boom: Why integrating the back office is more important than ever
In the first half of 2018, there were 397 mergers and acquisitions within the global marcoms market. According to Results International, there were 28 deals involving Website UX, Design and Build; 27 deals involving PR agencies and 63 deals involving full-service digital agencies – the most active subsector.
Allocating marketing budgets in a changing retail landscape
Search or social? TV or radio? Desktop or mobile? Today’s retailers are faced with an ever-increasing number of marketing options that make effective budget allocation a complex equation. As marketing opportunities fragment across multiple platforms, channels, and devices, retail marketers need to make budgets work harder.
Using Tech for Good
The phrase ‘digital wellbeing’ is being thrown around more than ever. Even the world’s tech giants are beginning to address the obsessive behaviour around usage. And following the news about Apple’s new ‘digital wellbeing’ tools aiming to help reduce screen time, and Google unveiling a range of tools focused on “digital wellbeing”, designed to help people disconnect from their phones, it’s clear things are changing. However, there’s no need for brands to panic.
Something old, something new: the challenges of advertising in a multi-format world
We live in a time of change. Barely a day goes by without new developments in the world of technology, whether it’s new consumer tech – such as the boom in connected home devices with Amazon’s Alexa or Google Home – or broader movements disrupting the sector, from alternative reality to artificial intelligence and virtual reality. These technologies have the potential to change our lives on an individual level – but they’re also transformative in what they can offer the advertising industry.
What’s next for attribution when two-thirds of cookies are rejected?
In the early days of digital advertising, hopes were high that the industry was entering a new era of accountability. And, for a while, it did. When everyone used one browser and one device, tracking tools such as the cookie functioned as a viable approximation of individuals that powered accurate measurement and attribution.
Why Referral Marketing Works and How to Use It
Marketing can be expensive and time-consuming. Referral marketing is anything but this. In fact, referrals are the cheapest and most effective form of marketing and shouldn’t be ignored. In its simplest form, referral marketing doesn’t cost a dime. All you need to do is provide a good customer experience and tell your clients to spread the word. That’s it. But that would be leaving a lot of referral marketing’s potential on the table.
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