J&C Blog

Find all the latest marketing trends on the J&C Blog.

Digital will overtake TV ad spending soon. What are you doing about it?

Digital Marketing, Driving response August 28, 2016

With U.S. ad spending on digital set to overtake TV spending by 2016, according to research firm Forrester, advertisers are strongly evaluating how to move their budgets from traditional media channels to digital.1 Of course, digital isn’t a one-size-fits-all bucket. Within it are a myriad of choices – devices, sites, targeting techniques, buying methods and more.

One aspect of digital that is helping it accelerate growth is programmatic ad buying, which helps advertisers specifically target audiences in real time. We spoke to Jason Barnett, director of programmatic strategy at Centro, one of our technology partners, to dive deeper into this trend.

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What Role Can Content Play in CRM?

CMO, Driving response, Social CRM April 23, 2015

Many companies use content marketing as a lead generation strategy. However, content can also be used to develop and support customer relationships. Engaging customers throughout their journey is essential to building engagement and customer lifetime value. Content focused on supporting key stages in the customer journey can deliver value and provide key engagement points.

Lead generation versus customer relationship management
Lead generation is all about customer acquisition, whereas customer relationship management is about engagement across the customer lifecycle. Effective customer relationship management can bolster customer lifetime value and increase customer retention rates. Customer retention rates are a metric that can be influenced and it’s a proven fact that retaining a customer is less expensive than acquiring one.1 Despite this, about half of companies focus on retention compared to companies that focus on acquisition.2 A carefully constructed content marketing program can allow a company to focus on customer retention and customer acquisition, thereby stretching marketing dollars further.

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How content marketing supports the customer journey

Email Marketing, Driving response March 10, 2015

In digital marketing, customers’ needs should always be the primary focus. Not only do all customers have needs, but those needs should be met in the most expedient and fulfilling way. Modern customers are discerning. Confronted with large volumes of messaging at all sides, they know how to get what they want and they will always go down the path of least resistance. Marketing your company successfully involves supporting the customer journey on their terms and considering their key decision points.

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5 digital marketing trends for 2015

Digital Marketing, Driving response January 13, 2015

As 2015 gets underway, businesses begin to evaluate their marketing plan and which agencies are best suited to help them achieve their goals. With technology continuously changing at the speed of light, agencies that know how to traverse the digital landscape will be standing in the forefront of 2015. As with every new year, there will undoubtedly come a wave of fads and trends for the marketing community. Below is a list of five digital marketing trends to watch out for in 2015.

Content marketing 2.0
For the past few years, agencies have been telling their clients to get on board with content marketing. Content marketing has become a channel most businesses know they need to invest in. In fact, a recent survey found that 83% of B2B marketers use content marketing.1 The problem, though, is that many businesses don’t have a documented content marketing strategy. In 2015, the role of content will evolve to focus on areas such as:

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5 ways to step up your brand’s online visibility to increase site traffic

Inbound Marketing, Driving response September 17, 2014

Here’s a tough pill to swallow: Your brand does not exist unless it has presence.

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Marketing to restaurants defies benefit-oriented marketing

Driving response June 4, 2014

Restaurant owners and operators don’t exactly have it easy these days. Restaurant failure rates are high, and many restaurants are fighting to keep their doors open and make a profit. High failure rates mean that before any given restaurant even has a chance to get up and running, the odds are already stacked heavily against them, especially in the eyes of the business world.

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How SEO impacts content marketing and what every website owner should know

Driving response March 18, 2014

Improving search engine optimization (SEO) means having an effective content marketing strategy that conforms to updated search algorithms by search engine master Google. One of the greatest myths about 21st century SEO concerns the outdated notion that search engine "crawlers" prodded by specific inquiries are irresistibly attracted to websites composed of a cluster of keywords within a block of text. Just like many other urban myths, the idea of keyword stuffing being the end-all to ranking websites just isn’t true. Quality content is now the name of the game to positively impact search engine optimization.

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How many emails are too many?

Email Marketing, Driving response February 27, 2014

Email is one of the most common channels marketers are using. With over 145 billion emails sent annually, averaging 9,000 emails a year per user, marketers are constantly wondering, “How much email is too much?” In contact strategy design, clients often ask us, how many emails are acceptable to send, and over what period of time? We’ve compiled a list of stats that can help you gauge where your marketing programs fall among the norms of email marketing frequency.

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Blurred Lines: TV for Demand Generation and Nurturing

Driving response January 17, 2014

New technologies have emerged and changed everything, including how people discover products, shop, buy, share with friends and communicate with brands. This new landscape has helped to evolve consumers to become empowered participants who fluidly move across a seemingly endless marketing spiral—search, content, social, display and offline channels. With the rise of social media, the lines between paid, owned and earned media blur as participant interactions are tracked across a wide spectrum, leaving behind 2.5 quintillion bytes of data each day.

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Have direct mail best practices been influenced by digital media?

Driving response, Best practices, Direct marketing October 2, 2013

Digital marketing and digital media have changed the way many marketers communicate with their customers and prospects. Email has provided a cost-effective and expeditious vehicle to communicate with customers. Online vehicles, such as banner ads and content marketing, are demonstrating value as effective pull marketing mechanisms.

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