What are the biggest digital marketing and branding trends shaping the year ahead? How will marketers approach increasing brand awareness, attracting new customers and growing revenue in an always on digital world where the only guarantee is change?

2020 will be like nothing we have seen before in the digital landscape.

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Podcasting Continues Growing
Podcasting is mentioned above and has become a huge part of digital marketing. There are a number of different types of podcasts listed below:

Individuals or groups of people trying to build their personal brand. This could be a humorous podcast or professional one that helps a person establish themselves as an authority on a topic.

~ Companies that are looking to reach and educate current customers. Attracting customers in the industry in B2B situations will work far better if looking to have work contracted out to your business.

~ The sporadic podcast is of a company that sees the value in podcasting yet hasn’t dedicated time or money to the process. This could happen once a month or a few times a year. Generating listeners is about putting out content that is informative/entertaining consistently. Being able to rely on a certain podcast on a specific day provides comfort to loyal listeners.

~ Question and answer podcasts could be a favorite regardless of the ultimate goal of the podcast. Being able to answer specific questions from listeners is important. This can earn new customers and provide a sense of comfort to current customers that know they are in good hands.

~ Keep in mind that your podcast should have at least an outline to provide some kind of structure. Transcribing these podcasts can be a great way to turn these in-depth conversations into a searchable document.

In an age wherein a variety of marketing tools are available for experts, one tool is often underutilized—podcast. Podcasts are effective tools for marketing because they help brands to reach a niche targeted audience. According to research, podcasts help to hypertarget audiences and give a good return on investment. Podcasts also create value for listeners because they are often informative and educational.

According to Forbes, iTunes is a rank one website. Hence, any founder who is featured on a podcast with a description contributes to SEO ratings of the brand. Hence, podcasts can be an effective tool in boosting up page rankings. Listeners are increasing for podcast channels and 115 million people are expected to listen to podcasts per week.

Podcasting Will Boost Your Network Like You Never Thought Possible

As you grow your audience, you’ll find that podcasting can become an incredible resource for expanding your network. I have had the opportunity to invite guests onto my own show, as well as appear as a guest speaker on several business-oriented podcasts.

These have given me the opportunity to meet and interact with several incredible entrepreneurs working in a wide range of business categories.

Having a podcast gives me a valid reason to reach out to other entrepreneurs who I admire. These are people I might not have been able to meet otherwise, and they have given me valuable insights that I have been able to apply to my own business endeavors.

These five questions can help you decide whether a show of your own is the way to go.

1. Where does this fit in my strategy?
2. Can I add value with a show?
3. Do I have a content marketing strategy to plan this show?
4. Do I have the resources to devote to this show?
5. Can I bring in quality guests?

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It’s a critical time for the industry, and we’ve seen a real boost for the theatrical movie business, with the double release of Barbie and Oppenheimer globally.

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The post Understanding Affiliate Marketing Lingo (Glossary of Terms) appeared first on Sugarrae.

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Today’s blog post will reveal my biggest goal for 2016, nine niche ideas with huge potential and the most effective productivity technique I’ve used over the last few years. Let’s begin by talking about the productivity technique which is often referred to as the Pomodoro Method. If you’ve followed any kind of productivity guide online […]

The post How a Simple Productivity Tool Helped Create the World’s Best Marketing Blog appeared first on ViperChill.

Where do unshipped marketing assets go when they die? We imagine a place called Marketing Purgatory. It’s a gloomy world where unused ads, landing pages and email campaigns mope around, waiting for the day they’ll finally launch. Sadly, it’s a day that will never come. Some of these assets were killed by zealous CEOs. Others […]

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Advanced marketing techniques such as Account-based Marketing (ABM) and 1-1 marketing require a more individualised approach than traditional inbound marketing tactics. No longer can we paint with a broad brush, as marketers. We must find ways to speak directly with individuals, rather than an audience.

The current advertising push methods have low accuracy and poor advertising conversion effects. Therefore, a Weibo marketing advertising push method based on social network data mining is studied. Firstly, establish a social network graph and use graph clustering algorithm to mine the association relationships of users in the network. Secondly, through sparsisation processing, the association between nodes in the social network graph is excavated. Then, evaluate the tightness between user preferences and other nodes in the social network, and use the TF-IDF algorithm to extract user interest features. Finally, an attention mechanism is introduced to improve the deep learning model, which matches user interests with advertising domain features and outputs push results. The experimental results show that the push accuracy of this method is higher than 95%, with a maximum advertising click through rate of 82.7% and a maximum advertising conversion rate of 60.7%.

Although artificial intelligence provides a new method to gather, process, analyse data, generate insights, and offer customised solutions, such methods could change how marketers deal with customers, and there is a lack of literature to portray the application of artificial intelligence in marketing. This study aims to recognise and portray the use of artificial intelligence from a marketing standpoint, as well as to provide a conceptual framework for the application of artificial intelligence in marketing. This study uses a systematic literature review analysis as a research method to achieve the aims. Data from 142 articles were extracted from the Scopus database using relevant search terms for artificial intelligence and marketing. The systematic review identified significant usage of artificial intelligence in conversational artificial intelligence, content creation, audience segmentation, predictive analytics, personalisation, paid ads, sales forecasting, dynamic pricing, and recommendation engines and the bibliometric analysis produced the trend in co-authorship, citation, bibliographic coupling, and co-citation analysis. Practitioners and academics may use this study to decide on the marketing area in which artificial intelligence can be invested and used.

This study investigates the effects of social media marketing efforts (SMME) on smartphone brand identification, attachment, association, and willingness to pay premium prices. A survey of 320 smartphone users who followed official social media handles managed by smartphone companies was conducted for this purpose. PLS-SEM was used to analyse the collected data. The findings demonstrated importance of SMME dimensions. According to the study's findings, the smartphone brand's SMMEs had significant impact on brand identification, brand association, and brand attachment. The results revealed that SMMEs had significant impact on willingness to pay the premium price. The findings also show that brand identification, attachment, and association mediated the relationship between SMMEs and willingness to pay a premium price. The findings of this study will be useful in developing social media marketing strategies for smartphones. This study demonstrates the use of social media marketing to promote mobile phones, particularly in emerging markets.

Because of the problems of low mining precision and slow mining speed in traditional enterprise marketing investment data mining methods, a fast mining method for enterprise marketing investment databased on improved association rules is proposed. First, the enterprise marketing investment data is collected through the crawler framework, and then the collected data is cleaned. Then, the cleaned data features are extracted, and the correlation degree between features is calculated. Finally, according to the calculation results, all data items are used as constraints to reduce the number of frequent itemsets. A pruning strategy is designed in advance. Combined with the constraints, the Apriori algorithm of association rules is improved, and the improved algorithm is used to calculate all frequent itemsets, Obtain fast mining results of enterprise marketing investment data. The experimental results show that the proposed method is fast and accurate in data mining of enterprise marketing investment.

In order to overcome the problems of low efficiency, low user satisfaction and poor customer growth rate under the traditional marketing strategy, this paper studies the innovative strategy of mobile payment business marketing strategy under the internet environment. First of all, study the status quo of mobile payment business marketing in the internet environment, obtain mobile payment business data through questionnaire survey, and analyse the problems in mobile payment business marketing. Secondly, build a user profile of mobile payment business marketing, and classify user attributes, consumption characteristics and user activity through K-means clustering method; Finally, the marketing strategy is innovated from three aspects: product marketing, pricing marketing and channel marketing. The results show that the marketing benefit after the application of this strategy is 19.52 million yuan, the user satisfaction can reach 98.9%, and the customer growth rate can reach 21.3%, improving the marketing benefit of mobile payment business.

Aim/Purpose: This study aimed to examine the effect of marketing knowledge management (MKM) on bank performance via the mediating role of the Fintech innovation in Jordanian commercial banks. Background: An extensive number of studies found a significant relationship between Marketing knowledge management and bank performance (e.g., Akroush & Al-Mohammad, 2010; Hou & Chien 2010; Rezaee & Jafari, 2015; Veismoradi et al., 2013). However, there remains a lack of clarity regarding the relationship between marketing knowledge management (MKM) and bank performance (BP). Furthermore, the linkage between MKM and BP is not straightforward but, instead, includes a more complicated relationship. Therefore, it is argued that managing marketing knowledge management assets and capabilities can enhance performance via the role of financial innovation as a mediating factor on commercial banks; to date, however, there is no empirical evidence. Methodology: Based on a literature review, knowledge-based theory, and financial innovation theory, an integrated conceptual framework has been developed to guide the study. A quantitative approach was used, and the data was collected from 336 managers and employees in all 13 Jordanian commercial banks using online and in hand instruments. Structural equation modeling (SEM) was used to analyze and verify the study variables. Contribution: This article contributes to theory by filling a gap in the literature regarding the role of marketing knowledge management assets and capabilities in commercial banks operating in a developing country like Jordan. It empirically examined and validated the role of Fintech innovation as mediators between marketing knowledge management and bank performance Findings: The main findings revealed that marketing knowledge management had a significant favorable influence on bank performance. Fintech innovation acted as partial mediators in this relationship. Recommendations for Practitioners: Commercial banks should be fully aware of the importance of knowledge management practices to enhance their financial innovation and bank performance. They should also consider promoting a culture of practicing knowledge management processes among their managers and employees by motivating and training to promote innovations. Recommendation for Researchers: The result endorsed Fintech innovation’s mediating effect on the relationship between the independent variable, marketing knowledge management (assets and capabilities), and the dependent variable bank performance, which was not addressed before; thus, it needs further validation. Future Research: The current designed research model can be applied and assessed further in other sectors, including banking and industrial sectors across developed and developing countries. It would also be of interest to introduce other variables in the study model that can act as consequences of MKM capabilities, such as financial and non-financial performance measures

Aim/Purpose: Professional companies selling persuasive-communication services via the World Wide Web need to be exemplars of effective informing practices. Their credibility is at risk if their websites do not excel in marketing message and use of medium. Their unique brands need to be expressed through website technology and content, or they cannot compete successfully. Background: Compares marketing communication consultants’ websites with expert criteria. Methodology: Content analysis of 40 advertising agency websites. Contribution: Links an evaluation of advertising agency compliance with expert website criteria to established branding constructs. Findings: Most small advertising agencies could improve their brand reputations through better compliance with experts’ recommended website design and content criteria. Recommendations for Practitioners: A hierarchy of recommendations for practitioners is offered, addressing ease and importance. Impact on Society: Clarity and credibility of message and medium improve our ability to practice effective informing. Future Research: Explore online communications of specialized populations such as digital marketing experts.

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