The digital era has brought about tremendous changes to the marketing industry, from content, to ROI, to measurability and everything in between. Through social media, email, web, apps and video, there is a vast amount of information that is now readily available through digital means. The digital era offers a more open means of feedback and communication among marketers and their targets. As Senior Vice President of Marketing at Kaspersky Lab North America, Chris is responsible for overseeing all North American marketing activities including driving programs to improve customer engagement and experience with the brand and products. Channel Marketer Report (CMR) is a targeted e-media publication covering the latest solutions, trends and strategies to help companies optimize their marketing, both to and through their partner networks.
If you enjoyed this post, please consider leaving a comment or subscribing to the RSS feed to have future articles delivered to your feed reader. A well designed Facebook fan page marketing strategy will increase your search engine results rankings. A hand marking a graph indicating SEO Rankings increasing for a (your) business with Facebook Fan Page marketing. In a day and age where data analysis software, like Google Analytics, reigns supreme in the digital marketing industry, marketing departments have been forced to adjust their strategies accordingly. This isn’t to say that creative marketing artists are not still sought after or desired by companies, but that the demands of modern marketers have in essence doubled. Wes Maxwell is a currently enrolled senior at Texas State University - San Marcos studying English and history. Just like for an iOS app, you don’t really have a choice to do app marketing or not if you want your app to succeed. Something we don’t talk enough on this blog is that you have to understand your users before you write your first line of code.
For Patrick Mork, good PR is one of the most underused things in this industry: talk to the press, send them apks, have a blog, etc.
Patrick insisted as well on building a free trial or a free version so users can try before they buy (some users just bought a SmartPhone for the first time and they don’t even know you).
Brand awareness is critical, and in Play Store optimization you should create assets like app icons, feature graphics, promotional graphics, videos and descriptive screenshots that allow users who have not downloaded the game yet what it’s like to actually play the game. Finally, Patrick talked about your app distribution and insisted on the importance of device coverage: you have to know what are the most growing devices. Hope this little summary and advices were useful to you and if you have time, do watch the video! About Latest Posts Sylvain GauchetHi there, I'm Sylvain and I've been working for several years on marketing mobile apps. The green box at the bottom of the cycle calls out the foundational nature of learning and continuous improvement cultures for engagement programs. 1 For more information, please see the Bersin & Associates’ report The High-Impact HR Organization.
Subscribers to Bersin by Deloitte have access to an extensive library of research materials. This publication contains general information only and Deloitte is not, by means of this publication, rendering accounting, business, financial, investment, legal, tax, or other professional advice or services. As used in this document, "Deloitte" means Deloitte Consulting LLP, a subsidiary of Deloitte LLP. As marketers it’s our job to evolve with the times and use new and innovative methods to ensure our campaigns are effective and the results are long-lasting.
Because this information is at the fingertips of consumers, marketers are challenged to put information into smaller, easily digestible snippets, while at the same time ensuring that content is compelling and memorable. It’s always been vital for marketers to listen to what customers and partners need and want, but through email and social media, gathering that feedback is a lot more seamless and easy to act upon, almost immediately.
Prior to joining Kaspersky Lab in 2012 Chris held senior marketing positions at Pulsepoint, a marketing technology company, Sony Electronics, and Accenture, a global management consulting and technology services firm.
The key today is being aware of where the conversations about your business are taking place.

When people talk about your products and services on your Facebook fan page they are creating well keyworded, organic content. Marketing departments must find ways to implement both creative and data driven marketing strategies into their campaigns in order to advertise most effectively. The first part of the video is more about research and building a great app, which are definitely a prerequisite. You have to know why they download apps and what they want, with both quantitative (surveys for example) and qualitative (sitting down with your beta users) research. For each app, you have to find what monetization works best: it might be ads but it might not be.
Having a cool promotional video might not give you tons of downloads, but it will raise your brand awareness.
Typically, survey project managers spend weeks, maybe months pulling together questions, field testing the survey instrument, getting it translated, adapting it to multiple media for administration, fielding help desk questions, waiting weeks for the results to come back, then spend another month in survey reporting and communicating the results. The cycle is predicated upon cultures of learning and continuous improvement for two reasons. Reports and other research materials dated earlier than January 1, 2013 were created by Bersin & Associates LLC, prior to the acquisition of substantially all of the company's assets by Deloitte Consulting LLP, and bear the Bersin brand. This publication is not a substitute for such professional advice or services, nor should it be used as a basis for any decision or action that may affect your business. Additionally, it’s important for customers to feel a sense of personalization from the content. Nowadays, marketing is much more accountable for ROI: it takes money to create a campaign, but was the campaign impactful?
He has written and spoken widely about connecting customer needs with technology solutions, and has presented at many conferences, including The Conference Board, Consumer Electronics Association and Forrester Research. Your marketing plan won’t look like mine and it may have more or less channels and processes in it.
A good Facebook fanpage design encourages your followers to share your company’s information with their friends. Take a look at today’s infographic to learn more about the different functions of both marketing scientists and marketing artists. An interesting tip that he gave is that getting people to write about your app improves your search rankings in the Play Store. The initiative is often expensive, time consuming, and for the project manager, exhausting. Materials dated from January 1, 2013 to the present were created by Deloitte Consulting LLP and bear the Bersin by Deloitte brand. Before making any decision or taking any action that may affect your business, you should consult a qualified professional advisor. Certain services may not be available to attest clients under the rules and regulations of public accounting.
When they are constantly inundated with information, it can be easy for them to feel lost in a sea of brands, and before you know it, your campaign is just one more in the sea. This type of organic sharing not only increases your company’s exposure but also encourages brand loyalty and higher SEO rankings. Vivid profile photos capture the eye of your views while high quality content will keep them there.
Tips and tricks on how to use your products and services along with eye-catching photos are both great ways to keep the dialogue going between you and your customers. Your fan page users will most likely use links that lead back to your website as well, which is also a boost to your rankings. So not only will you get more people to your Google Play Store page, you also get ranked better! In the case of a learning culture, individuals seek to close a development gap in order to improve their performance.
Deloitte shall not be responsible for any loss sustained by any person who relies on this publication.

There are many tools and metrics out there today — many of which are a direct result of the digital era — to enable marketers to measure their success and learn and grow from their campaigns. This leads to greater engagement and collaboration, thus enabling companies to consistently improve the customer experience. Reviews and testimonials on your fan page help to convert prospective customers to current ones. This is the place to find out what your customers want and to encourage them to chat about the things they like about your products and services. Once the survey is completed and results have been communicated, there are few resources saved for adjusting the way work gets done – the very changes in behavior that will raise engagement scores. In a continuous improvement culture, we seek to fix quality issues and improve efficiencies of work processes. How can we tell if the snippets of information we thought were compelling and memorable were, in fact, compelling and memorable?
Furthermore, as humans, we instinctively look for what is “quality” — it’s the human desire to improve.
With little energy and effort left over to improve engagement, it’s no wonder only 35% of organizations say engagement leads to business outcomes in their organization1.In the coming months, we’ll be publishing a series of research reports on employee engagement for WhatWorks® research members. Similar to improving performance and work processes, when we measure engagement, we assume that we will need to adjust work practices and cultures in order to raise engagement levels.Two, both cultures use feedback. Through the use of metrics and measurability, marketers can see what is working, what isn’t working and how we can make things better. At IMPACT 2012, we debuted a new cyclic model of employee engagement improvement which highlights the need to strike a balance between measurement and change. Individuals working within a learning culture readily accept feedback on a daily basis and incrementally adjust the way they work, as employees do with work process and systems within continuous improvement cultures.
The model also focuses on the importance of building an organizational culture which can not only support, but alleviate the workload of engagement improvement initiatives. Similarly, in our pursuit of improved engagement, we choose what to fix and how to fix it based on the data – the feedback – that the engagement survey provides. In these cultures, incremental change based on timely feedback is a way of life, and a practice that is foundational when embedding engagement-supportive behaviors into the organization.At the top of the cycle, we featured how strategy and values are infused into the engagement initiative.
Engagement is fuel – the fuel that will propel the organization to reach its business objectives. Within the context of the business’ strategy and values, leaders can target this fuel – employees’ engagement - to the functions and tasks most critical to strategy execution.After formulating a well-aligned engagement program strategy, an organization starts to move around the engagement program cycle. We measure engagement and teach employees’ about what needs to change through the initiative’s feedback reports and presentations. But then we go one step further – we look for opportunities to integrate engagement-supportive behaviors into HR practices, managerial styles, and work processes and systems. Perhaps the variable compensation plan needs to reward not only what is accomplished, but how goals are achieved as well – rewarding employees who support their peers and direct reports rather than sacrificing relationships in pursuit of goals.
Maybe the online learning system needs to be deployed in far-flung locations so that every employee has equal access to learning – often a key driver of engagement. The possibilities are limitless, but the end-result is one in the same – engagement-supportive practices need to be integrated into daily work-life. Only then will engagement become habitual, embedded in the culture, and far easier to maintain than the efforts derived from the typical annual engagement survey event.
We evaluate the entire process of improving engagement – from the health of the culture, to alignment, to measurement, to change and integration.  Just as we use feedback to improve engagement, we evaluate our engagement program to make it more efficient and effective. In so doing, not only are we targeting our engagement – our fuel – to mission-critical elements of operations, but we also create, refine, and store the fuel, ensuring the health of the organization both now and in the future. WhatWorks® members and non-members can join Brenda Kowske, Senior Analyst and Charles Goretsky, Principal Consultant for Demystifying Employee Engagement, June 19 at 2pm ET.

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