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All Posts In: Marketing

The Importance of Blogging

Posted: Thursday September 8, 2016 • Category: Marketing

If you haven’t noticed lately, blogging has become a marketing strategy that many businesses are putting into use. Blogging is used for many different reasons, but why has it become so important? Blogs give readers a conversational feel; it makes the company portray a more personal demeanor. Before you purchase any product, you want to be aware of the company you are buying from. Reading a company’s blog can help consumers familiarize themselves with that company. Blogging also allows businesses to show off their expertise in the industry.  The consumer’s ability to go on a business’s website and read blogs about the business, its products or services, and industry trends builds trust between the consumer and the business.
Future buyers also place their trust into numbers or data that focuses on the company they are interested in buying from. As Social Media Today states, companies that blog regularly generate 67% more leads a month than companies that tend to not blog. That’s a vast difference. If more businesses realized how much blogging could help grow their audience and increase sales, many would flock to this marketing strategy.  If companies continually generate fresh, engaging content via blogs, users will be able to develop a better understanding of all the company has to offer, even if they have never heard of the company. Blogging also improves SEO since a critical part of blogging is the keywords and the tags listed at the end of a blog. These features allow Google to rank each piece of content, making it easier for users to locate based on their searches. Many marketing methods go out of style, but blogging keeps information fresh and current and is a tried and true marketing method. 
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Content Consumption Differences between Generations

Posted: Thursday August 20, 2015 • Category: Marketing

Millennials are a complex generation that, unlike other generations, aren’t set by an exact date range—though that depends on whom you talk to—but are considered to be those who were born in the 1980s-1990s. They are diverse, educated, and tech-savvy; their buying habits demonstrate significant variations in what they want and expect; and they shop everywhere and have access to everything. Because of this complexity, marketers have had to take a step back and look at their tactics and which generation they are targeting, especially when it comes to online content creation and consumption. 

Fractl and BuzzStream recently performed a study that surveyed over 1,200 people across three generations: Millennials, Generation X, and Baby Boomers. The participants were asked questions regarding online content, content length, and time spent engaging with online content. The findings concluded that the generations have as many similarities as they do differences when it comes to online content consumption. 

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Resurgence of Email Marketing

Posted: Thursday July 23, 2015 • Category: Marketing

What once was popular will be again—older names are coming back, past fashion is returning, and record players have become hip once more. Another part of history that is repeating itself is certain marketing trends. Before social media, email was one of the only forms of instant and direct communication. In the late 90s, email marketing became an excellent resource for businesses to effectively communicate with customers, as well as other businesses. It booted direct mail out the door by showing a number of benefits, and it even created its own industry. Once social media was a viable resource for businesses, email marketing was put on the back burner with rumors of extinction. 

Now that the affinity for social media is shifting, businesses have come to rely on email marketing as an important piece of their marketing plans. According to a study by SalesForce, 73% of businesses stated that email marketing was very important to their business. One reason businesses have turned heavily toward email marketing is because of the visible return on investment. 53% of marketers said email marketing produced some sort of ROI—something that is harder to track on social media.
The survey also suggested the resurgence of email marketing was linked to the increasing popularity of smartphones. One-third of the marketers surveyed stated that subscribers opened emails on mobile devices at least 50% of the time. A majority of marketers plan on increasing their email marketing budgets, delivering more emails and creating a better experience for subscribers on mobile devices. So the resurgence of this tried-and-true tactic is possibly just the beginning. 
Is your business using email marketing as a marketing or sales tactic?  If you are looking to reinstate an email marketing plan, give us a call! Robertson & Markowitz and Robmark Web both have experience developing and implementing email marketing strategies for a variety of clients, and we want to help you succeed! 
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The #IceBucketChallenge: Is it just “clicktivism”?

Posted: Tuesday August 19, 2014 • Category: Marketing

Over the last two weeks, you may have noticed an increase of videos of people dumping cold water on themselves posted on social media. These videos are part of the #IceBucketChallenge. The challenge is very simple: pour ice water on yourself and film it within 24 hours of receiving an invitation or donate $100 towards Amyotrophic Lateral Sclerosis (ALS) research. You may know ALS as Lou Gehrig’s Disease. 

The ALS Association created the Ice Bucket Challenge campaign, challenge and hashtag on August 6 to raise money for the illness. Like other viral-activism campaigns, such as the Polar Plunge Challenge cancer fundraiser earlier this year, many have criticized the Ice Bucket Challenge as a form of “clicktivism” that ultimately delivers more faux-activist pride to the participants than funds to the ALS researchers. 
However, digital content data and marketing technology company Amobee scanned over 2 billion mentions and saw the number of viewers who saw or read content that referred to the terms “ALS”, “Lou Gehrig’s Disease” and “Ice Bucket Challenge” have gone through the roof over the last two weeks. The term “ALS” increased by 1,007% and content that mentioned “Lou Gehrig’s Disease” increased 1,167%.
The increase is visible in more areas than just online content. The rate and total amount of donations have significantly risen as well. TIME reported, as of August 18, the organization’s national office has received $15.6 million for Lou Gehrig’s Disease since July 29, compared to $1.8 million in the same period last year.
ALS affects nerve cells in the brain and spinal cord. The progressive degeneration of motor neurons, which reach from the brain to the spinal cord and the spinal cord to the muscles, eventually leads to the neurons death. When motor neurons die, the ability of the brain to initiate and control muscle movement is lost. With voluntary muscle action progressively affected, patients in the later stages of ALS may become totally paralyzed. ALS is not completely understood, but recent years have brought a wealth of new scientific discovery regarding the physiology of the disease. While there is no treatment or cure for Lou Gehrig’s Disease, there is one FDA approved drug, Riluzole, that modestly slows down the progression of the disease.
Robertson & Markowitz Advertising and Public Relations supports the challenge and the ALS Association, so we are nominating Ted and Lisa for the #IceBucketChallenge! Go to our Facebook page to watch the video of Ted and Lisa's #IceBucketChallenge.
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What Makes a Video Go Viral?

Posted: Wednesday July 16, 2014 • Category: Marketing

Hello Denizen. You may not have heard of the agency but it’s practically guaranteed you have seen their work. Do you remember the video that went viral back in April of a tiny hamster eating a tiny burrito? Hello Denizen. 

Denizen is an award-winning social media agency based out of Los Angeles, CA. They find it their responsibility as marketers and advertisers to keep the “neighborhood” [the online community] fun, unique, and inviting.  And their main goal is engagement by establishing a brand presence, optimizing an existing presence, expanding a brands presence or re-inventing it all together all through social media. 

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