“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar “-David Ogilvy. This is another reason why so much content fails on websites and in ads. Remember that a lot of people scan the Internet they don’t read unless you capture their attention.
For the best results, go beyond using digital data for marketing only and call on it to improve customer service and product launches, and to anticipate and counter potential crises. Because so few companies are taking digital marketing analytics seriously, early adoption can grant you a significant edge over your competition. However, you’ll need to define your goals, and invest in selecting the right tools and the right people. Few organizations utilize digital data effectively. Only 35 % of companies surveyed used information from their social media initiatives to understand their customers. If your company doesn’t utilize “digital marketing analytics,” consider an integrated approach. Define what your company wants to achieve, what resources you can draw on and what collaboration you can expect from other departments in your organization.
Even if you spend hours, weeks and months on the developing the “perfect” marketing plan it still can fail. Why ? Because you don’t treat your employees better than you treat your customers and over time they have become disengaged. Employee engagement may seem like a frill in a downturn economy. But it can make a big difference in a company’s survival. Gallup estimates the cost of America’s disengagement crisis at a staggering $300 billion in lost productivity annually. When people don’t care about their jobs or their employers, they don’t show up consistently, they produce less, or their work quality suffers and your customers suffer.
The good news is that consumers are spending more time on social media, the bad news is that they don’t want brand interfering with their social media time. The San Francisco Chronicle discussed a recent Gallup survey citing that social media does not impact consumer purchasing decisions as much as it used to.
While there is a lot of talk and data around Millennials marketers seem to be confused by aging Boomers who, in 2017, are approaching half of the U.S. adult population and control a full 70 percent of the disposable income. By 2050, there will be 161 million 50-plus consumers, a 63 percent increase over 2010. Globally, the spending power of consumers age 60 and older will hit $15 trillion by the end of this decade, up from $8 trillion in 2010, according to research from Euromonitor.