How to solve 7 big marketing challenges of 2018



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Many marketers and content creators share the same challenges: how do you create content that attracts and retains an audience while generating revenue for your business? Some industry opinion leaders explained how they tackled some of their biggest problems this year.

1. Know when to kill a campaign.

Rob Schutz, Co-Founder and Recipe Director, Roman: One of the biggest challenges we faced in the first nine months of Roman's launch was the end of a marketing campaign that just did not work. As a growing marketer, you are used to launch new campaigns with high hopes ("it's going to be a winner, OK ???"), but only to see bad results from the start. All channels are not winners. In fact, most are losers, according to my experience. It is therefore important to be able to recognize defeat when a campaign does not work and move on to something else.

Typically, when you run a new string test, you find & nbsp;some& nbsp; signs of life. You may only get a handful of conversions at a cost per acquisition 5 times higher (CPA), but hey, that's something. You can optimize from 5x. New creation, new messaging, better targeting, etc. The optimization from 100x can not be optimized. No amount of A / B testing or creative optimization will save this channel. In many cases, it's time to reduce your losses and move on. You paid for a valuable education: it was not a great way for your business. You can always come back and try again later, but for now, it's probably not worth it, nor the effort. Save time and energy for scalable and optimized campaigns for your target CPA. And to all those others … Goodbye, Felicia!

2 Get leaders joining the new marketing tactics.

Nilukshi De Silva, Global Director of Digital Marketing, Urban Decay Cosmetics / L'Oreal Luxe: & nbsp;As our consumers connect more and more to our online brand, it is essential that our marketing takes a digital approach. & Nbsp; & nbsp; But digital transformation requires high-level leadership. A relatively new marketing method and the encouragement of the test-and-learn method have been an obstacle to overcome. & nbsp; & nbsp;

Marketing has evolved. & Nbsp; & nbsp; Current marketing takes advantage of digital innovations, such as augmented reality and AI, and still takes the risk of investing money in the media in digital platforms, in marketing by influencers and adapting the brand's creativity to the current needs of consumers. , percussive means. & nbsp; & nbsp; & nbsp;

It was essential to demonstrate a high rate of engagement, sharing and viewing of the video to illustrate the importance of communicating with our consumers the way they need in the digital age. Personalized messaging is essential in the world of beauty. & Nbsp;

In a crowded beauty market, it is essential that these changes are adopted from top to bottom so that brands can win – and above all, be sustainable – in the current consumer climate. & Nbsp;

3 Attract and retain the attention of consumers.

Lisa Peyton, Global Social and Immersive Strategist, Intel: Consumers are inundated with messages 24 hours a day, 7 days a week and are developing advertising content and targeting products directly from brands. Engagement with traditional ad formats is declining, and mistrust and public skepticism are on the rise. & Nbsp;

Marketers can solve these problems in several ways:

1) Allow someone else to tell your story for you (ideally your brand hero or whoever you empower to interact with your customers on your behalf). I've seen the success of connecting with audiences by leveraging micro-influencers to help champion value-driven campaigns.

2) Create experiences, not ads. Every customer interaction with your brand is an opportunity to create a memorable experience. Immersive technologies such as virtual reality and augmented reality offer marketers a new set of tools to build these experiences.

Marc Graser, Senior Director, Creative Marketing and Content, Marriott International: The biggest challenge for content specialists is to see their content. Spend too much media to promote it and it starts to look like an advertisement, which should not be the case. It must be an authentic storytelling connecting consumers. The future of content marketing relies on collaboration with brands with similar audiences. Together, we can save money on content creation, share what we produce across our channels and make sure the good stories we tell are presented to the widest possible audience, where they choose to consume content. This means taking advantage of all distribution opportunities.

4 Generate meaningful engagement and growth.

Jen Jordan, Executive Producer of Content, Babbel: At Babbel, our mission is "Everyone to learn languages," but it's often difficult to motivate Americans to learn another language. As Babbel grew rapidly in the United States, I wanted to connect with our community and share the joy of learning something new, creating a healthy learning habit and broadening horizons. cultural. So, in early 2018, we launched our very first language learning challenge: # Babbel21, a daily challenge of 3 weeks and 15 minutes aimed at developing and motivating our community, fueled by linguistic and cultural content created by our team of experts. We have had so many commitments and product reviews that we are launching another challenge this fall with the goal of continuing to grow and connect with our community.

5 Reach the right people at the right time.

Brian Zweig, Senior Vice President of Strategic Partnerships, Aboriginal Social: We debated the need to size or customize content changes to optimize results. To solve the debate, we provide brands with enough content to simultaneously market and communicate all relevant cohorts and all possible customer touch points throughout a buyer's journey.

6 Define and stick to your priorities.

Eileen Rivera, Senior Director of Production, Fandango: When creating videos, we visit YouTube, Twitter, Facebook, Instagram and many other platforms, including sites owned and operated by Fandango. One size does not fit all. Each platform has different needs, audiences and delivery specifications. & Nbsp; It can make your team crazy, and it's important to promote platform prioritization within your organization. If two platforms require the same content, but if one needs a specific result and the other is completely different, it is useful to prioritize the main platform for a project given.

7. Differentiate your brand in a crowded market.

Lauren Stafford-Webb, Director of Brand Marketing, Intuit: & nbsp;Being bold is at the heart of what brand-name marketers do. The world is so vast and continually evolving at a rapid pace: it is essential to overcome the noise and reduce the clutter of content. Always take risks and create distinct, clean and relevant ways for your brand to break through.

Read also:

12 Quotes to Motivate Collective Management Organizations to Make Diversity a Priority

How to avoid 3 major pitfalls that make CMO careers fall

14 quotes to listen to before your women-centric marketing campaign

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Many marketers and content creators share the same challenges: how do you create content that attracts and retains an audience while generating revenue for your business? Some industry opinion leaders explained how they tackled some of their biggest problems this year.

1. Know when to kill a campaign.

Rob Schutz, Co-Founder and Recipe Director, Roman: One of the biggest challenges we faced in the first nine months of Roman's launch was the end of a marketing campaign that just did not work. As a growing marketer, you are used to launch new campaigns with high hopes ("it's going to be a winner, OK ???"), but only to see bad results from the start. All channels are not winners. In fact, most are losers, according to my experience. It is therefore important to be able to recognize defeat when a campaign does not work and move on to something else.

Generally, when you launch a new string test, you are looking for some the signs of life. You may only get a handful of conversions at a cost per acquisition 5 times higher (CPA), but hey, that's something. You can optimize from 5x. New creation, new messaging, better targeting, etc. The optimization from 100x can not be optimized. No amount of A / B testing or creative optimization will save this channel. In many cases, it's time to reduce your losses and move on. You paid for a valuable education: it was not a great way for your business. You can always come back and try again later, but for now, it's probably not worth it, nor the effort. Save time and energy for scalable and optimized campaigns for your target CPA. And to all those others … Goodbye, Felicia!

2 Get leaders joining the new marketing tactics.

Nilukshi De Silva, Global Director of Digital Marketing, Urban Decay Cosmetics / L'Oreal Luxe: As our consumers connect more and more to our online brand, it is essential that our marketing takes a digital approach. But digital transformation requires high-level leadership. Educating senior officials on the importance of this relatively new marketing method and encouraging a test and learning approach have been a barrier to overcome.

Marketing has evolved. Today, marketing takes advantage of digital innovation – such as augmented reality and artificial intelligence – and constantly takes the risk of investing money in the media in the media. digital platforms, influencer marketing and adapting brand creativity to meet consumers' current needs in a concise and impactful way.

It was essential to demonstrate a high rate of engagement, sharing and viewing of the video to illustrate the importance of communicating with our consumers the way they need in the digital age. Personalized messaging is the key to the world of beauty.

In a crowded beauty market, it is crucial that these changes are adopted from top to bottom so that brands can win – and above all, be sustainable – in the current consumer climate.

3 Attract and retain the attention of consumers.

Lisa Peyton, Global Social and Immersive Strategist, Intel: Consumers are inundated with messages 24 hours a day, 7 days a week and are developing advertising content and targeting products directly from brands. Engagement with traditional ad formats is declining, and public mistrust and skepticism are on the rise.

Marketers can solve these problems in several ways:

1) Allow someone else to tell your story for you (ideally your brand hero or whoever you empower to interact with your customers on your behalf). I've seen the success of connecting with audiences by leveraging micro-influencers to help champion value-driven campaigns.

2) Create experiences, not ads. Every customer interaction with your brand is an opportunity to create a memorable experience. Immersive technologies such as virtual reality and augmented reality offer marketers a new set of tools to build these experiences.

Marc Graser, Senior Director, Creative Marketing and Content, Marriott International: The biggest challenge for content specialists is to see their content. Spend too much media to promote it and it starts to look like an advertisement, which should not be the case. It must be an authentic storytelling connecting consumers. The future of content marketing relies on collaboration with brands with similar audiences. Together, we can save money on content creation, share what we produce across our channels and make sure the good stories we tell are presented to the widest possible audience, where they choose to consume content. This means taking advantage of all distribution opportunities.

4 Generate meaningful engagement and growth.

Jen Jordan, Executive Producer of Content, Babbel: At Babbel, our mission is "Everyone to learn languages," but it's often difficult to motivate Americans to learn another language. As Babbel grew rapidly in the United States, I wanted to connect with our community and share the joy of learning something new, creating a healthy learning habit and broadening horizons. cultural. So, in early 2018, we launched our very first language learning challenge: # Babbel21, a daily challenge of 3 weeks and 15 minutes aimed at developing and motivating our community, powered by linguistic and cultural content created by our team of experts. We have had so many commitments and product reviews that we are launching another challenge this fall with the goal of continuing to grow and connect with our community.

5 Reach the right people at the right time.

Brian Zweig, Senior Vice President of Strategic Partnerships, Aboriginal Social: We debated the need to size or customize content changes to optimize results. To solve the debate, we provide brands with enough content to simultaneously market and communicate all relevant cohorts and all possible customer touch points throughout a buyer's journey.

6 Define and stick to your priorities.

Eileen Rivera, Senior Director of Production, Fandango: When creating videos, we visit YouTube, Twitter, Facebook, Instagram and many other platforms, including sites owned and operated by Fandango. One size does not fit all. Each platform has different needs, different audiences and different delivery specifications. This can make your team crazy and it is important to promote the prioritization of platforms within your organization. If two platforms require the same content, but if one needs a specific result and the other is completely different, it is useful to prioritize the main platform for a project given.

7. Differentiate your brand in a crowded market.

Lauren Stafford-Webb, Director of Brand Marketing, Intuit: Being bold is at the heart of what brand-name marketers do. The world is so vast and continually evolving at a rapid pace: it is essential to overcome the noise and reduce the clutter of content. Always take risks and create distinct, clean and relevant ways for your brand to break through.

Read also:

12 Quotes to Motivate Collective Management Organizations to Make Diversity a Priority

How to avoid 3 major pitfalls that make CMO careers fall

14 quotes to listen to before your women-centric marketing campaign