Corporate Eye

All posts in Stakeholder

speech bubble brand marketing 2014

As 2014 comes to a close, it’s a great time to review what brand marketing topics got people talking during the past 12 months. Undoubtedly, these topics will still be important during the next 12 months.

With that in mind, I went through every article related to brand marketing that I wrote for Corporate Eye in 2014, and several topics kept coming up again and again. Those hot topics were:

Internal Branding and Company Culture… Read the rest

marketing priority

If 2014 was the year of mobile marketing, 2015 will be the year of data and integrated marketing. At least those are the top priorities for marketers according to a new report from Marin Software based on a survey of 300 digital marketers in the United States and United Kingdom.

Of the top 10 priorities that marketers cited for 2015, seven are directly related to data and three are directly related to integration. Those three … Read the rest

email marketing roi

When it comes time to increase your email marketing ROI in the coming year, it’s all about that data.

According to research from The Relevancy Group and Liveclicker, Exploring the Benefits of Real Time Email, the top priorities among mid-market and enterprise marketers for improving email marketing ROI in 2015 are all tied to data.

Here are the top five email marketing priorities for marketers in 2015:

1. Increased Use of Analytics

In order … Read the rest

magnifying glass viewability

Online advertising is a key component of most brand marketing plans, but how many of the ads that are paid for by brands are actually viewed by consumers?

Based on the industry standard identified by the Media Rating Council, an online ad is considered viewable when at least 50% of the ad’s pixels are actually in view on the screen for a minimum of one second. Using that standard, Google reviewed its entire display ad Read the rest

keyboard brand story

Brand storytelling is a hot topic these days but most marketers don’t know how to craft a compelling brand story. Unless you’re one of the marketers who actually took a creative writing class in college and you still have your copy of William Zinsser’s On Writing Well (yes, I still have mine), storytelling can be challenging.

To help you get started in developing stories for your own brands, here are the five key elements that … Read the rest