Stay better informed as a marketing professional with this monthly series highlighting the latest developments in all things marketing. Get caught up with the May Marketing News Snapshot.
B2B Email Marketers Focus on Targeting Content
A study conducted by BtoB Magazine really highlights the differences between business-to-business (B2B) and business-to-consumer (B2C) email marketing. BtoB found that brand awareness and customer retention were not nearly as important as customer acquisition and lead nurturing. B2B marketers also see delivering relevant content to audiences as the best way to improve email marketing efforts.
Read the full article. (5/21/2013, eMarketer)
USPS Offers Discount on Samples
With so much attention paid to digital marketing, the USPS is trying to stay competitive by reminding businesses of the value of samples. They’re launching a new program late this summer that will give businesses a 5% discount on trial-size sample packages, citing some very convincing statistics in favor of the tactic to get businesses to buy back in to a once-common practice. Read the full article. (5/23/2013, Direct Marketing News)
IWNY: Nielsen Study to Show How Tweets Boost TV Ratings
If you’ve been paying attention (and maybe even if you haven’t), you’ve noticed that TV, especially live TV, and Twitter are forming a very powerful bond. Just how powerful? Well that’s exactly what Nielsen and Twitter intend to find out with a new rating system designed to measure the reach of TV conversations on Twitter. The program is slated to be launched in time for the fall 2013 TV season. Read the full article. (5/22/2013, ClickZ)
Google Plans to Transition Brands into Content-Driven Advertising
As Google’s search engine evolves, a shift is taking place in the manner people seek information. "You may not perceive yourself as performing a search, but rather navigating through content during your everyday life," says Bob Goodman, senior vice president and director of user experience at Arnold Worldwide. This means content has an even bigger role to play in online advertising and marketing, and it’s one Google is hoping will enhance the user experience even more. Read the full article. (5/16/2013, MediaPost News)
Is a Yahoo-Owned Tumblr More Attractive to Brands?
With Yahoo’s recent purchase of blogging site Tumblr, the social media landscape for advertisers and marketers is again poised for change. The site recently launched an ad platform that Yahoo hopes to build out and capitalize on, but just how successful will they be, and what does it all mean for advertisers? Read the full article. (5/19/2013, Ad Age)