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Digital Marketing

Communication is everywhere. From company wide emails to conference calls. Poor communication results in unfinished projects, unmet deadlines and upset professionals.

How do you make the most of your work day? Excellent communication.

Everyone has a different communication style. Some prefer email while some prefer Skype business calls. It’s crucial to understand how each party prefers to communicate because if not done properly, any communication will end up in frustration.

Setting the tone of meetings is highly important as well. Participants should understand who is leading the meeting, what the topic of conversation will be as well as how long the meeting will run. If all participants know what to expect, the meeting will run much smoother.

Another key aspect to successful communication in the workplace is ensuring that workflows, roles and processes are all very clear. A transparent workflow allows all participants to be fully aware of who is working on what, when the deadline is and who all is involved. It’s hard for a project to be successful when the parties aren’t sure who is even playing a role.

Clear roles and processes tie right into transparent workflows. When everyone has a clear understanding of their role and contribution to the project and what the exact process to reach the goal is, the team is almost guaranteed success.

Some of these keys to successful company communication may seem trivial, but in today’s technical era, it’s essential to make strong communication not only a goal but a priority.

Source: https://justworks.com/blog/19-easy-ways-improve-communication-workplace

B2B marketing has evolved from its meager origins of sales support materials to a highly nuanced complicated field. The following B2B executives express views which not only provide clarity to navigating the current climate, but are also of immediate and timeless value to other areas of your business.

1. John Hayes, CEO of Com

“…there is going to be a staggering volume of content coming from industrial marketers in 2017.  Even the ones who are doing it poorly plan to keep on spending money to churn out more and more content. And that content is all targeting the same audience.”

Hayes’s advice to stand out from the crowd is to spend more time developing high-quality content rather than publish as much as possible. Quality over quaintly, always.

 

2. Bob Bechek, Worldwide Managing Director of Bain & Company

“…don’t be afraid necessarily to stay in one place and build something significant.”

Wise words from the consulting giant Bechek, which certainly applies to our current marketing atmosphere; rather than jump from one trendy platform to the next without thought, build a cohesive strategy and stick with it before making a decision to discard.

 

3. Diana O’Brien, Chief Marketing Officer of Deloitte

“…thought leadership is an anchor not just to marketing, positioning and content, but it also serves as the fundamental source for our professionals because our people are our greatest asset.”

If you are struggling to develop high quality content, chances are that the people working for you are already capable of producing excellent marketing materials. Enable them to use their voice!

 

4. Pierre Duprat, Vice-President, Corporate Communications of VINCI

“One can speak of the emergence of social media, 2.0 world. It is a vision software.”

VINCI is the world’s largest construction company, and their marketing gurus recognize that the best strategy is investment in future technologies, which will not resemble the world today. And Duprat makes an important point – as we move closer to fully utilizing resources like virtual reality headsets, marketing in the B2B space will be driven by visuals.

 

5. Joel Quadracci, Chairman, President & CEO of Quad/Graphics

“We constantly dare ourselves to think differently … to ask “what if” and “why not?” … to experiment. The worst that can happen is we fail trying. The best is we champion the next breakaway idea that catapults us to the next level of success.”

Hopefully you’ve noticed the theme! B2B execs believe in a willingness to try new strategies and technologies in order to develop the best marketing campaign possible, which can be an important differentiator amongst competition in fields like commercial printing.

 

6. Leon Black, Chairman of Apollo Global Management

“Doing something that is worthwhile in terms of helping others is important.”

Marketing is more than trying to close a sale. In the digital age where there is noise coming from every direction, it is imperative for your marketing to be of actual value for your potential clients or customers.

 

For more B2B Digital Marketing strategies and tactics check out the rest of our site!

Marin recently pulled together information as a report on the State of Digital Marketing for 2017.

From their site:
“Marin Software interviewed top digital marketing managers around the world to discover the trends, opportunities, and challenges they face in 2017. Read the report to learn the current state of the digital marketing industry, plus expert tips and recommendations for success.

Highlights include:
Digital Marketers’ top priorities for 2017
The ROI potential of different mobile marketing strategies
The main reasons marketers miss out on revenue opportunities
How marketers can increase advertising performance by 70% or more
The hottest marketing technologies industry leaders are looking to invest in next”

We grabbed some of the highlights and shared them here:

  • 43% of marketers expect their mobile budgets on search marketing investment to increase between 10% and 30% in 2017
  • On the social side, 70% of respondents plan to increase their advertising budget
  • Marketers on search and social face an ongoing learning curve due to the constant influx of new features and ad products. As a result, many struggle to keep up with the fast pace of innovation *We at Acumen don’t struggle with this by the way

You can download the full PDF report here: http://downloads.digitalmarketingdepot.com/rs/727-ZQE-044/images/MAR_1706_StateDigAd.pdf

We are super excited to officially welcome Alyssa Willey to the team as our newest Account Executive!

Alyssa Willey

Alyssa is a rock star.
Has been killing every day since she joined the team.
And we wanted to share some personal info so you can get to know her a little more.

We asked Alyssa a few questions, here were her answers.

Where are you originally from?
Alyssa: I am from Carthage, IL, went to college at St. Ambrose University in Davenport, Iowa

What do you like to do when you’re not at work?
Alyssa: I like to sing and dance all day everyday but I really enjoy a good Netflix binge in my free time

What’s your favorite Type of Music?
Alyssa: Hands down favorite type of music is country

What is your favorite genre of movie?
Alyssa: Favorite movie genre would be comedy because who doesn’t like to laugh for hours on end

Where would you most like to visit?
Alyssa: I would love to visit Nashville in the near future

Drink of choice?
Alyssa: Beer for sure. All kinds but nothing beats local craft beer

Do you spend time creating flashy graphics or actually getting to know your customer?

It’s no secret that the most important part of getting your message in front of your customers is that it is clearly communicated.
But what about commodity industries like agribusiness?

Due to this industry being so specification focused (price, quality, availability, etc.) many marketers think that the only way to differentiate is to make it as “sexy” as possible. Give the company a good looking exterior, flashy graphics, trendy interactive apps and you’re good.
That’s great, but is only a part of communicating your value and to be honest it’s one of the easiest parts that ends up being less effective without what we are about to talk about here.

Understanding the Agricultural Business customer

Wouldn’t you agree that knowing what your customer wants at an individual level and understanding what is most important to them would benefit your company more than just a “pretty” picture?
We hope so, because we do and have seen this take companies from doing just OK to growing 5X, 10X and 20X consistently.

Using tools like HubSpot or Infusionsoft will allow you to know exactly what your customer or prospects are reading, watching, opening, liking, not liking, etc.
And that is at the individual level.
You can know what John Smith wants exactly form your products, so every time you communicate with him you’ll be giving John exactly what he is trying to understand or wants to be talked to about.

This simple change to how you collect information and communicate information to your customers will bring you Huge Success!

Agriculture Marketing, Agricultural Marketing, Agribusiness Marketing or however you call it will be changed for ever.

Adobe is currently developing a program that can sample your voice and recreate the sound with undetectable accuracy!

What is Adobe VoCo? (Project VoCo)

“When recording voiceovers, dialogue, and narration, wouldn’t you love the option to edit or insert a few words without the hassle of recreating the recording environment or bringing the voiceover artist in for another session? #VoCo allows you to change words in a voiceover simply by typing new words.”

Adobe states it pretty clearly in their statement above.

Whatch the video below to see how Adobe Project VoCo works.

Adobe VoCo

Concerns About This Platform

Some journalism, risk and ethical experts are concerned with the development of this voice reproduction and manipulation product.

  • Faking statements to draw more journalistic attention.
  • Tricking people into taking action. Think the Nigerian email scams on a much more realistic scale with spoofed phone numbers and someone on the other end that sounds exactly like your mom!
  • Financial Security. Some firms use voice print technology as a security screen.

These are just a few of the concerns they have with Adobe’s Project VoCo.

But Adobe states that they are taking measures to allow for validation within the files that would detect if something was real or not at a commercial level. *but this still leaves it open against the average Joe / Jane

Competitors to Adobe VoCo

While audio manipulation is nothing new. Making it easy / simple is. And making it “Good” is as well.

Google’s Deepmind has a product titled WaveNet that is also constructing and simulating speech constructs.
You can view more of that here: https://deepmind.com/blog/wavenet-generative-model-raw-audio/

While Google isn’t recreating the voice of a specific user, they are certainly constructing a highly intelligent speech modeler that if coupled with mimicking technology could be indistinguishable as being computer generated or human to the typical ear.

Project VoCo & Voice Mimicking Use Cases

As Adobe points out, it can easily be used for audio books, podcasts, and voice over talent.
For us this is extremely valuable as a customer service application.

Imagine an intelligent system that knows what you purchased, what your issue is, collects your personal profile information, can detect your emotion from your voice pattern and engages with you in an efficient and emotionally connected way.
And the whole time the person on the phone thinks they are speaking with an actual human being.

This takes the workflows we create today to a whole new level!
Coding in emotional triggers, PII (personally identifiable information) gets tied to your emotional profile.
I have to admit this is pretty exciting stuff.

While not available for use yet, we are working on projects like this to make how we interact across business applications more efficient and profitable.

Check out some of the comprehensive ways we are working in content marketing by Clicking Here –> http://acumenstudio.com/content-marketing-agency/

Mobile video is changing everything.
We’ve gone from passively consuming video to interacting with it in deeper, more personal ways.

Twitter is a place where people come to see what’s happening. It’s always been mobile, and always been live. That’s why we’ve seen video take off on the platform – creating a new world of opportunities for brands.

Here are a couple video stats

  • 220x increase in video views on Twitter over the past 12 months
  • 6x more video shares than photo shares on Twitter
  • Click below for all video stats and case studies

Download the Full PDF Here: http://acumenstudio.com/wp-content/uploads/2017/02/Acumen-Studio-Video-on-Twitter.pdf

These 7 Online Marketing Trends for B2B Companies and Business Owners Are Game Changers

In the Internet age, there is no such thing as stagnation; the digital landscape is constantly evolving. Rather than be intimidated by new marketing practices or dismiss them as trends which aren’t built to last (don’t be the guy who thought Facebook was just a fad!), prepare for the future and determine which specific approaches can help your business explode in 2017, leaving your competition in the dust.

  1. Data Visualization Tools – marketers are obsessed with all things data, but if they can’t explain what the data means, then what’s the point? In order to explain with quantitative information who your business’s customers are, why they want your product and when, and what needs to be said to them to build a relationship, data visualization tools are starting to be used to interpret large amounts of numerical information. This is a huge opportunity for you as a business owner and marketer to tap into possible new customer segments as well as build upon your current foundation. Just remember, in the words of Orbitz Media’s Andy Crestodina, “You don’t have to be big to use big data to make better decisions.” (not sure if you want to link out to other pages or not, but I like the quote)
  2. Dense Content – in a world where every business has a Facebook page, constantly sharing updates and posts, it has become enormously difficult to get your message to stand out in crowded newsfeeds. Savvy marketers have realized this, and now make every word of every line in their content count, providing instant value for their customer. In other words, don’t post for the sake of posting; post something worthwhile, something that will help!
  3. More Live Video – people have been screaming for more live video for years. And with the diversity of platforms which make videos available, such as Twitter, Facebook, YouTube, Periscope, Instagram, among others, there is no doubt a specific medium exists for your business to share your message with your audience. This is where using search and social data to determine where your possible customers are is crucial for executing a video strategy which will actually provide ROI.
  4. E-mail Marketing Isn’t Dead – e-mail is about to make a massive comeback, and if used wisely, will enable tremendous growth. Now that many marketing automation platforms integrate with most others, as a marketer you can use behavioral insights from your social and content campaigns to develop customer-centric messages which will resonate with your audience and lead to a substantially higher conversion rate.
  5. The Referral Model – don’t be scared of online customer reviews! Rather, monitor reviews and actually respond to them. In fact, if you invite your customers to review your business, you’ll not only get a chance to improve your customer service but also see increased traffic to your website and/or physical location, leading to more sales!
  6. A “Post-Fact” World – marketers have known for a long time that emotions matter when making purchasing decisions, but now the rest of the world has caught up. Instead of relying on statistics and data alone to make the sale, you’ll need to frame these insights in a way which will make your customer feel a specific way.
  7. Content Becomes More Than “Content” – as noted earlier, lots of businesses haven’t tapped into the full potential of content, and simply use it as something just to say they have it. Smart business owners and marketers will now use their content to solve customer support problems, develop engagement with employees to enhance retention, organize the sales process, among a wide variety of other uses.

In short, there are a lot of different ways a business can use new tools and trends to effectively market themselves. In order to understand what the correct route to take is and which platforms are worth spending time on to spur growth for you, follow our blog for more updates as we tackle pressing issues in the digital space. Or just leave us a note! We’re always happy to lend a helping hand.