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Posts by Brady Cohen

7 habits of highly effective digital marketers

The late Steven R. Covey identified “7 Habits” that helped business people around the globe become more effective. Today, consider the following 7 habits to become more effective digital marketers.

  1. Align your marketing and communications spend with your target audiences’ information consumption. If you’re investing more in analog media and channels than you are in digital, you may be out of balance.
    Starting point: Survey your audiences to understand where they prefer to consume content. If you’re not game for doing a survey, search for industry reports on audience preferences. Use these insights to calibrate your communications mix. For example, if your audience is on social media and you’re running print ads, you’re likely missing an opportunity.
  2. Measure key…
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3 steps brands should take after the Facebook privacy scandal

Consumer privacy is considered a fictional concept by many given the modern world of the internet, social media and ready access to data brokers. What may be surprising to some consumers is how easy it is for brands to profile consumers and hyper target them with ads.

Even before the Facebook privacy scandal related to Cambridge Analytica, brands faced a declining trust in institutions. Now organizations should proceed with greater caution as they use consumer data. Without careful handling of data, consumer trust will likely erode further in years to come. Organizations should do three things immediately to help themselves down the path of maintaining and then regaining trust in brands.

1.  Begin assessing how your organization is using consumers’ personal data…

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If your social media isn’t supporting your business goals, why do it?

Many organizations struggle to understand the value received from social media. When asked why, we often learn there’s no social media strategy in place and efforts are disjointed. A recent Buffer study found roughly 1 out of 2 businesses lack a documented social media strategy.

If you’re in this rudderless boat getting tossed around the rough waters of valuing social media, you need to take a hard look at your activities. Answering key questions can help you uncover improvement opportunities. For example:

  • Are your social media efforts built around a sound strategy?
  • Does your organization measure key metrics to gauge social media performance?

We created a 10-question survey to help you begin identifying areas of opportunity and growth. Complete this brief…

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3 must have tools to determine your social media success

There is a great deal to relish about working in the digital realm but perhaps the most significant advantage is the opportunity to measure the results of your work. The potential to gauge success in concrete ways is what attracts me to digital communications.

Despite the fact that digital measurement has been available for at least a couple of decades, I’m often asked how to determine the effectiveness of online marketing and communications, particularly of social media efforts. In fact, an astonishing 47% of organizations fail to measure the return on their social media and content efforts, according to a study by the Content Marketing Institute. Another 18% don’t even know if they are measuring their digital strategies!

To help prime the social media…

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5 things to know about growing brand value through social listening

A famous Greek philosopher is credited with the quote: “We have two ears and one mouth so that we can listen twice as much as we speak.” If you’re not using social listening to better understand your audience, you’re missing an important element of crafting effective communications.

As marketers and communicators, we are responsible for generating effective communications that drive results such as leads, sales and increased brand value. To help us achieve our goals, we have the luxury and benefit of direct, real-time access to troves of data about our audiences just waiting for mining and analysis to produce incredibly valuable and powerful insights. Insights about our audiences, their likes, dislikes, motivations, preferences, needs and desires. Insights about…

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