🔵⚪🔴 Pourquoi influenceur Marketing est une stratégie cruciale pour votre marque – Content Marketing


De nos jours, ce que nous voyons en ligne crée un impact sturdy sur nous, et l’esthétique ne fait pas exception. Les photographies vives, ainsi que la nourriture méticuleusement stylisée sur des toiles de fond fascinantes, deviennent de plus en in addition populaires. Il ne fait aucun doute que le marketing d’influence a gagné en popularité en tant que forme efficace de marketing en ligne. En fait, c’est une expression populaire depuis longtemps, et elle est couramment entendue dans les médias grand community. Même avec ce fait, certaines personnes sont toujours perplexes encounter au concept de marketing d’influence.

Pour vous expliquer ce qu’est le marketing d’influence, nous vous expliquerons les tenants et aboutissants de cette stratégie populaire. À son étiquette la plus basique, une sorte de marketing des médias sociaux qui s’appuie sur des témoignages et des références de produits d’influenceurs ou de personnes disposant d’un vaste réseau social et considérées comme des specialists de terrain.

Influenceurs : un aperçu

Le marketing d’influence est un mélange de methods de marketing traditionnelles et innovantes. Il intègre le thought d’approbation de célébrités dans une campagne de marketing moderne axée sur le contenu. Dans le cas du marketing d’influence, la principale différenciation est que les résultats de la campagne sont des collaborations entre les entreprises et les influenceurs.

Tout le monde comprend aujourd’hui ce qu’est un « influenceur ». Ce sont des industry experts dans un créneau particulier qui recommandent ou évaluent des produits, des providers ou même des idées dans leur domaine. D’autres se tournent souvent vers eux pour obtenir des conseils lors de leurs achats.

Cependant, le marketing d’influence ne se limite pas aux célébrités. Au lieu de cela, il est centré sur les influenceurs et les personnalités célèbres. Ironiquement, certains ne s’appelleraient guère populaires au sens traditionnel du terme.

En marketing, il est sage de noter que les influenceurs sont ceux qui ont créé un community fidèle et enthousiaste. Ce n’est pas un hasard si ces gens prêtent focus aux influenceurs plutôt qu’aux marques. Les téléspectateurs, en réalité, pourraient se soucier moins de votre marque. Ils ne se soucient que des pensées des influenceurs. Par conséquent, il est préférable de ne pas imposer de réglementations et de normes de l’industrie à quelqu’un qui a beaucoup de pouvoir.

Comment l’influenceur Marketing Travail?

Le marketing d’influence, c’est lorsqu’une entreprise travaille avec un influenceur en ligne pour faire la publicité d’un de ses produits ou providers. D’autres partenariats de marketing d’influence sont moins concrets que cela – les entreprises collaborent simplement avec des influenceurs pour accroître la notoriété de la marque. Cela étant dit, le marketing d’influence est utilisé à deux fins principales : accroître la notoriété de la marque et améliorer les ventes. Cependant, plutôt que de mettre ces objectifs comme les deux objectifs principaux, il sera furthermore avantageux de commencer un strategy en se concentrant sur les exigences de la marque. Peut-être que votre marque espère augmenter votre foundation de consommateurs dans une inhabitants furthermore jeune. Ou vous souhaitez lancer un nouveau produit à un nouveau phase d’utilisateurs. Alternativement, vous préférerez peut-être éviter les tendances et utiliser à la spot des influenceurs pour promouvoir les valeurs de votre marque.

Contrairement aux célébrités, les influenceurs peuvent être trouvés partout. Chacun a la capacité de le devenir s’il le souhaite. Leurs suivis massifs en ligne et sur les réseaux sociaux les rendent pertinents dans le marketing en ligne. Un photographe de mode de premier plan sur Instagram, un pro en cybersécurité bien lu qui tweete ou un responsable marketing renommé sur LinkedIn sont autant d’exemples d’influenceurs.

Il y a des personnalités célèbres dans chaque industrie, il suffit de les chercher. Beaucoup de gens les suivront. Cependant, beaucoup sembleront être des gens moyens. Ils peuvent n’avoir que quelques milliers d’adeptes ou même moins dans certaines predicaments. Néanmoins, ils auront acquis une réputation de spécialistes dans leur industrie. Ce sont les personnes vers lesquelles les gens se tournent pour obtenir des réponses à leurs concerns. Ce sont les personnes qui publient les publications sociales les as well as intéressantes sur leur problème particulier, en fonction de leur domaine de connaissances. Ils publient les moreover belles pics, créent les movies les in addition intéressants et modèrent les message boards Online les furthermore éducatifs.

Si vous vous interrogez sur les stratégies que vous devez utiliser pour que votre marque réussisse dans ce domaine, vous trouverez ci-dessous des conseils sur la façon d’utiliser le marketing d’influence à votre avantage.

Forms d’influenceurs Marketing

Vous devez fournir à l’influenceur vos informations de sécurité, telles qu’un mot de passe. Ce sort de campagne publicitaire implique un niveau de confiance élevé avec votre influenceur partenaire. Une prise de contrôle des médias sociaux se produit lorsqu’un influenceur prend le contrôle de vos canaux de médias sociaux et partage du contenu pendant un particular temps. La period dure environ une journée en moyenne. Il y a Snapchat, cependant. Cette application vous permet de faire en sorte que des influenceurs prennent en cost les histoires de votre compte sans avoir à leur donner vos informations de connexion.

Grâce au suivi, aux partages, aux retweets et aux commentaires, les cadeaux garantissent un niveau élevé de croissance assurée. Si l’audience de l’influenceur est similaire et in addition big que la vôtre, il peut être en mesure de fournir un meilleur retour sur investissement. Les consumers potentiels verront cela comme une opportunité de gagner des article content gratuits, et vous pourrez constater une augmentation des ventes de ceux qui n’ont pas gagné le concours.

Un spécialiste du marketing affilié fera la publicité d’un produit sur votre internet site Internet ou conduira un client vers celui-ci. Si vous n’avez pas beaucoup d’argent, une stratégie de marketing d’affiliation pourrait être bénéfique. C’est une possibility abordable pour collaborer avec un grand nombre d’influenceurs à la fois. Vous pouvez le faire avec autant d’influenceurs que achievable, quel que soit votre argent. Toutes les ventes générées par les resources de l’influenceur rapportent un pourcentage à l’influenceur.

  • Sponsorisé Social Media Contenu et/ou Blogs

Les marques paient des influenceurs pour publier du contenu promotionnel pour elles, ce que l’on appelle des publications sponsorisées. Pour que les influenceurs comprennent ce que vous voulez qu’ils fassent, une marque peut établir des lignes directrices, des attentes ou des principles.

L’écriture d’invité est une method authentique et uncomplicated pour accroître la reconnaissance de la marque. Les articles or blog posts de site sur les influenceurs et vos propres websites peuvent vous aider à obtenir additionally de visiteurs. La crédibilité et l’image de votre entreprise s’amélioreront également, attirant davantage de nouveaux abonnés et purchasers potentiels.

L’expérience d’achat commence au minute où vos clientele acquièrent le produit, et ils sont les influenceurs dans ce scénario. Ils emmènent leurs téléspectateurs dans un voyage virtuel avec eux tout en montrant à leurs supporters leur expérience de déballage. Le public peut décider s’il souhaite acheter ou non et l’essayer après avoir écouté les details de vue et les recommandations des influenceurs.

  • Produits en pré-lancement/exclusifs et codes de réduction

Les marques peuvent tirer le meilleur parti de ce marketing en travaillant avec des influenceurs. En parallèle, les influenceurs seront immensément fiers d’être les premiers à obtenir le produit en raison du sentiment d’exclusivité que leur procure cette campagne. Les influenceurs peuvent également recevoir d’autres outils promotionnels, tels que des codes de réduction, à partager avec leurs abonnés. En offrant aux influenceurs des bons d’achat exclusifs, vous pouvez augmenter votre portée totale. C’est un form de fonction d’appel à l’action qui pousse les shoppers à acheter quelque selected. Lorsqu’ils voient leur influenceur préféré publier un code promo, ils peuvent passer directement aux phases finales s’ils sont toujours réticents. Plus les publications des influenceurs sont liées aux ventes, meilleurs sont les résultats de votre entreprise.

Conseils pour un influenceur à succès Marketing

  • Évaluez soigneusement votre stratégie de marketing d’influence.

  • Organisez, créez une stratégie, planifiez tout, budgétisez et consacrez du temps à étudier les ressources de votre marque pour le marketing d’influence
  • Décidez de la manière dont vous identifierez les influenceurs : de manière organique, by using une plateforme ou by using un agent
  • Soyez interactif. Ce sont des humains qui discutent avec des gens, pas des entreprises qui s’engagent avec des entreprises.
  • Élaborer un calendrier.

  • Sachez à quelle fréquence vous resteriez en speak to avec les influenceurs de votre marque
  • Touchez la base avec vos relations publiques et vos calendriers de sortie de produits
  • Rédiger des e-mails pour le compte de la haute way. Planifier les itinéraires de voyage et les réunions d’affaires
  • Fixez-vous des objectifs clairs et un information de marque.

  • N’inhibez jamais l’originalité ou l’individualité d’un influenceur, mais prenez l’habitude de lui rappeler le concept de la marque que votre entreprise doit promouvoir
  • Communiquez en permanence avec vos influenceurs sur la qualité et faites-leur savoir remark vous souhaitez que le contenu organisé soit diffusé dans le monde
  • Identifiez remark vous choisissez votre stratégie de marketing d’influence et votre message à structurer afin que vous puissiez le faire respecter
  • Optez pour la qualité contre la popularité

  • Amener vos influenceurs à faire une action spécifique, en se concentrant sur la qualité plutôt que sur la quantité
  • Ne présumez pas que les personnes qui ont le additionally de followers sont les influenceurs de la specialized niche. Demandez à vos influenceurs partenaires de vous donner une liste des données démographiques de leur public si possible
  • Soyez aussi pratique que feasible avec la création de contenu de vos influenceurs. Fournissez toutes les informations nécessaires.
  • Évaluez et améliorez votre stratégie.

  • Fixez-vous des objectifs et suivez régulièrement vos réalisations, même si votre campagne de marketing d’influence est toujours en cours.
  • Apprenez de chaque échec et voyez où vous pouvez être meilleur
  • Grandir et donner des opportunités de croissance

Goulots d’étranglement possibles dans l’influenceur Marketing

Une marque peut établir son identité sur n’importe quelle plate-forme de son choix avec le marketing traditionnel des médias sociaux, et à mesure que le temps passe et que le nombre de ses abonnés augmente, elle peut identifier qui sont ses champions. Les clientele qui aiment et partagent du matériel ou mentionnent la marque dans un write-up se nichent dans cette catégorie. Les supporters comme celui-ci peuvent être cultivés encore plus grâce à une focus personnalisée et à l’adhésion à une communauté finement séparée de tous les champions de la marque. Marketing à ce groupe démographique se concentre sur les moyens de les faire partager le mot.

Un problème avec cette stratégie est que la plupart des clientele d’une marque n’ont tout simplement pas assez d’adeptes pour créer une influence majeure. En vérité, la grande majorité des individus ordinaires utilisant les médias sociaux ne le font pas. La plupart des gens ont un cercle limité d’amis et d’associés, peut-être quelques centaines, qui reflètent un substantial éventail de goûts et d’aversions. Cependant, les marques s’efforcent de créer et de générer du contenu qui se connectera de manière significative avec leurs supporters tout en restant impliquées dans les engagements quotidiens.

Cette approche aléatoire du marketing des médias sociaux produit des résultats généralement incohérents. Le marketing d’influence nous enseigne qu’au lieu d’essayer sans réfléchir de gagner des likes et des followers, ou de publier plusieurs éléments pour voir quels accroches, nous devrions passer notre temps à faire de la publicité directement auprès de personnes éminentes dont nous reconnaissons déjà les goûts et les dégoûts – ils correspondent bien à notre propre. Cela implique non seulement de suivre et d’aimer ces personnes sur les réseaux sociaux, mais aussi de commenter et d’exposer leurs connaissances et leur personnalité. Cela pourrait également impliquer une sélection manuelle ou la production de matériel pour attirer l’attention des influenceurs. Alors que le prix ultime est l’audience de l’influenceur, le general public cible des spécialistes du marketing implique les influenceurs eux-mêmes.

En tant que marque, vous pouvez accomplir deux choses en créant cette fondation. La première est que le uncomplicated fait d’interagir avec les influenceurs sur les réseaux sociaux de manière constructive et utile vous donne un accès rapide à leur public. Vous ne leur proposez rien  vous montrez simplement votre visage en tant que membre de leur communauté, ce qui vous aidera à gagner en réputation à l’avenir.

Le deuxième accomplissement est que lorsque vous proposez une collaboration en marketing d’influence, ils vous connaissent déjà. Les influenceurs ne sont pas des superstars au sens traditionnel du terme, mais leur vie en ligne ressemble parfois à celle des célébrités dans le monde réel : de nombreuses perturbations de la portion de personnes qu’ils ne connaissent pas et qui veulent un peu de leur temps pour les applaudir ou les commercialiser.

Passer à l’influenceur Marketing Aujourd’hui et développez votre marque

Les influenceurs travaillent seuls, créant leur propre matériel tout en incluant les exigences publicitaires d’une entreprise. L’influenceur a un contrôle full sur le information de la marque et peut le représenter comme il l’entend. Cela persuade l’authenticité tout en aidant à atteindre un sure general public cible. Le montant de la place sociale d’un influenceur, ainsi que la plate-forme qu’il utilise, sont utilisés pour déterminer sa valeur monétaire. Les analystes du secteur recommandent un prix de 1 000 $ pour 100 000 abonnés Instagram. Ce prix doit être modifié davantage en fonction de l’exposition et de l’importance de votre influenceur. Un prix standard sur YouTube est de 100 $ pour 1 000 vues. La beauté du marketing d’influence réside dans le fait que tout le monde peut être un influenceur et que les marques peuvent choisir parmi un massive éventail d’influenceurs pour atteindre d’énormes marchés cibles.

Les influenceurs sont là pour rester, probablement cohérents dans les années à venir, mais l’apparence et le fonctionnement du monde du marketing d’influence a radicalement changé en peu de temps, et il pourrait ressembler et fonctionner très différemment dans cinq ans qu’aujourd’hui. Cette approche vous aidera à développer votre approche, mais comme pour tout plan social, vous devez être prêt à vous adapter.

Obtenez les meilleurs prospective buyers pour votre marque aujourd’hui avec Ninja Outreach. Nous vous aiderons à développer votre entreprise et votre retour sur investissement en un rien de temps.


Publié le Catégories Marketing de Contenu

🔵⚪🔴 The Best Email Marketing Services of 2021 – Email Marketing


Constant-Contact Logo

Constant Contact

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
Constant Contact has long been a player in the email marketing software game; their longevity is due in large part to their robust functionality and user-friendly interface.

In addition to email marketing, Constant Contact offers tools for creating websites and online stores, as well as the ability to integrate social media marketing into your strategy. Customers can choose between Constant Contact’s basic Email plan, which starts at $20 per month, or their Email Plus plan, which starts at $45 per month, and includes a wider array of features, including advanced email automation tools, dynamic content, and the ability to create customizable forms, surveys, and polls.

Both plans include several marketing tools, including an AI-powered logomaker, Facebook and Instagram ad integration, a built-in marketing calendar to help you plan and execute your strategy, and the ability to integrate Constant Contact to other marketing tools you may use.

Pros & Cons

Companies that need e-commerce tools may find Constant Contact to be a viable solution. E-commerce functions include unlimited sales, online payment options, and inventory management. Although Constant Contact offers a free trial, there is no free plan, and several important functions are only available via the more expensive Email Plus plan.

Pros

  • Free trial
  • Ecommerce tools

Cons

  • Several key features only available with Email Plus plan
  • No free plan

What Customers Are Saying

Zoho Campaigns earns praise from customers for giving them tools they need to create the email marketing they want. “It is the most efficient, simple, and effective tool on the market that helps us manage our campaigns,” writes one customer. Adds another, “We are able to customize our campaigns to do exactly what we want.”

Summary

Constant-Contact Logo
  • Starting Price

    • $20/month for Email
    • $45/month for Email Plus
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
Zoho-Campaigns Logo

Zoho Campaigns

  • Drag-and-drop editor
  • Performance tracking tools
  • Landing pages
Zoho Campaigns’ focus is on being an intuitive, robust ECM solution for businesses both large and small.

To that end, they offer a Free Forever plan, which lets users send up to 12,000 emails per month to a maximum of 2,000 subscribers. There are also options to subscribe based on number of emails, number of subscribers, or on a pay-as-you-go basis.

Plans offer access to a drag-and-drop editor and pre-built email workflow templates that set up automated communications, such as user onboarding, customer follow-up emails, and re-engagement campaigns. Zoho Campaigns also give users the ability to create mailing lists and sign-up forms, segment subscribers, schedule campaigns, and automatically remove bounce-backs and unsubscribes. Performance tracking tools include recipient activity reports, including reports based on location and device, statistics for opens, click-throughs, and bounce-backs, and advanced analytics through Google Analytics.

Paid plans include features like advanced workflow capabilities, delivery based on time zone, and removal of Zoho Campaigns’ branding.

Pros & Cons

Zoho Campaigns’ biggest pro may be its flexibility, with options to use the software for free (with limitations), pay-as-you-go or subscribe. They also offer discounts for nonprofit organizations. However, their technical support is limited on weekends, which may be a potential problem for some customers.

Pros

  • Free plan available
  • Discount for nonprofits
  • Pay-per-email options

Cons

  • Limited technical support on weekends

What Customers Are Saying

MailerLite users praise this email marketing software for being powerful yet easy-to-use. “The interface is so easy and intuitive, and I always know how to do what I want to do,” writes one customer. Says another, “From adding new subscribers to setting up complex automations, it’s all really simple.”

Summary

Zoho-Campaigns Logo
  • Starting Price

    • $1/User/Month billed annually 5 GB per user for Mail Lite
    • $4/User/Month billed annually 50 GB per user for Mail Premium
    • $3/User/Month billed annually for Workplace
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Drag-and-drop editor
  • Performance tracking tools
  • Landing pages
GoDaddy_Websites

GoDaddy

  • Professional templates
  • Mobile-friendly designs
  • Automated email campaigns
GoDaddy’s Beginner email marketing plan includes a variety of useful features, such as professional templates, mobile-friendly designs, and unsubscribe handling. It allows you to send 5,000 emails per month to 500 subscribers.

The Up & Running plan provides you with access to extra features, such as unlimited signup forms, unlimited image storage, and automated email campaigns. And with this plan, you can send 25,000 emails per month to 2,500 subscribers.

The additional features that come with the Pro plan include data-triggered emails and the ability to record customers’ IP addresses upon signup. Also, the Pro plan allows you to send 50,000 emails per month to 5,000 subscribers.

Pros & Cons

GoDaddy provides you with everything you need to create and manage your email marketing campaigns, and their prices are quite affordable as well. The only thing it’s missing is an A/B testing feature.

Pros

  • Feature-rich email marketing plans
  • Affordable prices

What Customers Are Saying

In addition to all of its features, another benefit to using GoDaddy’s email marketing solution is that its interface is very user-friendly. “The neat and modern design of the software interface allows you to easily locate what you need to use,” wrote one customer.

Summary

GoDaddy_Websites
  • Starting Price

    • $9.99/month for Beginner
    • $14.99/month for Up & Running
    • $29.99/month for Pro
  • A/B Testing

    no

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Professional templates
  • Mobile-friendly designs
  • Automated email campaigns
Hubspot-marketing-hub-logo

HubSpot Marketing Hub

  • Optimized for ecommerce
  • Analytics dashboard
  • A/B testing
Companies that are looking to combine all of their marketing needs under one umbrella may want to consider HubSpot Marketing Hub.

As the name implies, this is an all-in-one solution that offers tools for growing traffic, converting leads, and tracking customer engagement. Customers can combine HubSpot’s tools for marketing, sales, customer service and CRM into one powerful platform. This allows you to create a consistent funnel that will attract attention, and help engage and retain customers for long-term business.

HubSpot makes creating eye-catching emails and newsletters easy with a “what-you-see-is-what-you-get” editor, collaboration tools for your team, and mobile optimization for every communication.

There are three levels of marketing hub plans, ranging from Starter to Enterprise, but the real value is in bundling the marketing plan with their other hubs for CRM, sales, and customer service. Users can select pre-made bundles, or customize their own.

Pros & Cons

Although HubSpot users need to pay for the company’s most powerful tools, there are some basic tools available for free, including email marketing, list segmentation, and ad management. This is a good way to learn if HubSpot is worth the investment, as they are one of the more expensive solutions available.

Pros

  • Free tools available
  • Form creation

Cons

  • Customer service only available during business hours
  • High price point

What Customers Are Saying

Customers laud Drip for being an intuitive solution for ecommerce email marketing. “If you sell a lot of different types of products, Drip’s ability to help you segment people automatically is amazing,” writes one user. “The Facebook custom audience integration is very useful and has upped our targeting strategy.”

Summary

Hubspot-marketing-hub-logo
  • Starting Price

    • $40/month for Starter
    • $350/month for Starter + CMS Hub Professional
    • $800/month for Professional
    • $3,200/month for Enterprise
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Optimized for ecommerce
  • Analytics dashboard
  • A/B testing
Campaign-Monitor Logo

Campaign Monitor

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
Campaign Monitor seeks to be a simple, intuitive solution that doesn’t require a lot of time or tech-savvy to create professional-looking emails.

They offer a variety of customizable templates, as well as a drag-and-drop editor that lets users build their own emails from scratch. Templates are also optimized for mobile viewing, so Campaign Monitor users can be confident that their emails will look good, regardless of the device on which customers are viewing them.

The email editor and templates are one of the core features Campaign Monitor provides on all three of its plan options. Other core features include basic marketing automation, and an analytics suite. Customers who upgrade from Campaign Monitors Basic plan to their Unlimited or Premier plan get lots of added features, including priority customer support, unlimited spam testing, and the ability to deploy emails based on time zones.

Pros & Cons

Although Campaign Monitor doesn’t offer a free plan, nonprofits can take advantage of a 15% discount. There is also an option to pay per campaign, if users only need services on an ad-hoc basis. One potential drawback is that they only provide 24-hour customer support Monday through Friday.

Pros

  • Discounts for nonprofits
  • Pay-per-campaign option
  • Analytics suite

Cons

  • 24-hour customer support only available M-F
  • No customer surveys
  • No free plan

What Customers Are Saying

Zoho Campaigns earns praise from customers for giving them tools they need to create the email marketing they want. “It is the most efficient, simple, and effective tool on the market that helps us manage our campaigns,” writes one customer. Adds another, “We are able to customize our campaigns to do exactly what we want.”

Summary

Campaign-Monitor Logo
  • Starting Price

    • $9/month for Basic
    • $29/month for Unlimited
    • $149/month for Premier
  • A/B Testing

    no

  • Free Trial

    Business Hours

  • 24/7 Support

    Business Hours

Features

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
ActiveCampaign Logo

ActiveCampaign

  • Drag-and-drop email designer
  • Automation map
  • Free migration services
One of their key features is their Automation Map tool, which saves users time and effort by giving them a clear overview of their automated workflows. Users can then identify bottlenecks, plan new automations, and make adjustments to their current communications workflow on the fly. ActiveCampaign also provides automated goal tracking, to help users see what happens at each stage of their funnel, so they can tweak their strategy as necessary to improve engagement.

Other useful tools include email segmentation, dynamic and predictive content, site and event tracking, and the ability to create sign-up forms. Customers also have the option to combine ActiveCampaign’s email marketing solutions with other tools like CRM and sales automation. There are four different plan tiers, starting with Lite ($9 per month) and extending to Enterprise ($229 per month).

Pros & Cons

ActiveCampaign offers a risk-free, 14-day trial to potential customers. Another perk of using ActiveCampaign is their Gmail extension feature, which allows users to import contacts and streamline communications. However, one key feature that ActiveCampaign lacks is the ability to create and send customer surveys.

Pros

  • Credit card not required for trial
  • Gmail extension

Cons

  • Customer support only during business hours
  • No customer surveys

What Customers Are Saying

Business owners report high levels of satisfaction with ActiveCampaign for helping them streamline their marketing workflows. “Active Campaign has truly improved the quality and effectiveness of my communication with clients and students,” writes one customer, adding that the software has been a great time-saver.

Summary

ActiveCampaign Logo
  • Starting Price

    • $9/mo for Lite
    • $49/mo for Plus
    • $129/mo for Professional
    • $229/mo for Enterprise
  • A/B Testing

    yes

  • Free Trial

    Business hours

  • 24/7 Support

    Business hours

Features

  • Drag-and-drop email designer
  • Automation map
  • Free migration services
MailerLite Logo

MailerLite

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
MailerLite is a powerful email marketing platform that is trusted by such well-known brands as BMW, GoPro, and BoredPanda.

Users with a subscriber base under 1000 can start off with MailerLiteâ’s Free plan, which offers a wide range of functions, including drag-and-drop and rich-text editors, mobile optimization, landing page and form creation tools, A/B testing, email automation, and advanced segmentation. Free plan users are limited to 12,000 emails per month, and must include MailerLite branding in their communications.

Their Pro plans, which start at $10 per month, remove the branding and email limits. They also give users access to live-chat support, auto-resend and send by time zone features, and advanced tracking tools like click maps and open-by-location.

MailerLite also offers add-ons, including MailerPro, for priority support in importing subscribers and creating email templates; a dedicated IP address, and unlimited access to their website builder.

Pros & Cons

Despite some limitations, MailerLite’s free plan is solid, particularly for those who are just starting out. Free plan users still get 24/7 customer support via email, and can take advantage of a sizable number of integrations. One key element that’s lacking is an image library for customers to use when creating emails.

Pros

  • 24/7 customer support
  • Free plan available
  • Multiple integrations available

What Customers Are Saying

Zoho Campaigns earns praise from customers for giving them tools they need to create the email marketing they want. “It is the most efficient, simple, and effective tool on the market that helps us manage our campaigns,” writes one customer. Adds another, “We are able to customize our campaigns to do exactly what we want.”

Summary

MailerLite Logo
  • Starting Price

    • $10/mo 1 – 1,000 Subscribers w/ Unlimited Emails per month
    • $15/mo 1,001 – 2,500 Subscribers w/ Unlimited Emails per month
    • $30/mo 2,501 – 5,000 Subscribers w/ Unlimited Emails per month
    • $50/mo 5,001 – 10,000 Subscribers w/ Unlimited Emails per month
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
Moonmail Logo

Moonmail

  • Automated blog digests
  • Drag-and-drop email editor
  • Custom and dynamic content
Moonmail’s focus is on helping their subscribers connect with customers via multiple platforms, including email, SMS, Facebook Messenger, WhatsApp, and more.

There are four different plans to choose from with Moonmail’s Lite, Starter, Professional, and Enterprise. Common features across all plans let users store unlimited contacts, and give users at least one dedicated IP and a domain. Standard automation functions include send-time optimization, event-based segmentation, dynamic content, and more.

Building professional-looking emails is simple with Moonmail’s drag-and-drop editor, and users can make sure those emails will be well-received with A/B testing. Once emails are deployed, advanced analytics lets Moonmail users track the performance of their email campaigns.

Higher tier plans let users send more emails, and reach a greater number of active contacts. The Starter, Professional, and Enterprise plans also come with additional dedicated IPS and domains, and give users access to GraphQL API and events.

Pros & Cons

One of Moonmail’s stand-out features is that all customers, regardless of plan, get at least one dedicated IP and domain. All customers also get access to 24/7 customer support. On the downside, customers should be aware of the fees that Moonmail will charge for adding additional contacts or emails, which can add up for Lite plan users.

Pros

  • 24/7 customer support
  • Dedicated IP included

Cons

  • Fees for additional contacts

What Customers Are Saying

MoonMail has built its reputation on reliability and affordability. “MoonMail is a quality platform that has been very reliable with the design and delivery of our marketing emails,” writes one customer. “The quality is good, the prices are competitive, and the customer service is great.”

Summary

Moonmail Logo
  • Starting Price

    • $21/mo for Sandbox
    • $149/mo for Starter
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Automated blog digests
  • Drag-and-drop email editor
  • Custom and dynamic content
Moosend

Moosend

  • Drag-and-drop email editor
  • Landing pages
  • Customer surveys
Moosend email marketing software is designed as a solution that will be there for small businesses as they grow. As the platform trusted by companies like Gucci and Vogue, users can feel confident that, should their business hit it big, Moosend can handle it.

For those who are starting out, Moosend offers two options, including its Free Forever plan. This package lets users send unlimited emails, design a variety of forms, and customize templates with their company’s branding.

Standard automation features include multistep marketing automation workflows and pre-built automation templates. Advanced analytics let users review and optimize their campaigns’ performances with tracking for email opens, clicks, bounce-backs, page visits, product views, and more.

Once users are ready to scale up, they can jump to Moosend’s Pro plan, which starts at $8 per month. These users get additional tools like landing pages, transactional emails, and customer support via phone.

Pros & Cons

Moosend’s biggest pro is its highly functional Free Forever plan. Although this plan caps the size of a user’s audience, it offers useful tools for small businesses. One feature that Moosend lacks is the ability to create customer surveys, and their customer support has limited availability.

Pros

  • Free plan available
  • Mobile editor
  • Landing page and form editor

Cons

  • Customer service only available during business hours
  • No customer surveys

What Customers Are Saying

Customers like that HubSpot Marketing’s Hub email marketing software is simple to use, yet powerful. “It’s easy for anyone to make a beautiful-looking e-blast,” writes one customer. “The default email templates are beautiful, and the drag-and-drop interface for e-mails is very easy to use.”

Summary

Moosend
  • Starting Price

    • Free – All our core features at no cost
    • $8/Monthly for Pro
    • Custom Plan for Enterprise
  • A/B Testing

    yes

  • Free Trial

    Business hours

  • 24/7 Support

    Business hours

Features

  • Drag-and-drop email editor
  • Landing pages
  • Customer surveys
IContact Logo

iContact

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
Customers can choose from two different tiers of plans with iContact. Their Base plan starts at $30.60 per month for 1500 subscribers, and offers drag-and-drop and HTML email editors, automation options for welcomes and follow-ups, real-time campaign reporting tools, and list segmentation.

For those who need a wider range of functionality, there is the Pro plan, which starts at $61.20 for 1500 subscribers. This plan unlocks features like additional automated email functionality, landing pages, and more targeted audience segmentation capabilities. iContact also offers customizable plans for users with more than 100,000 subscribers. A 30-day free trial gives potential customers the opportunity to see iContact’s features in action.

Business owners and marketing teams that like to use data to drive their decisions will appreciate iContact’s personalized analytics dashboard. This feature provides real-time, high-level and granular campaign performance data, so users can be nimble in adjusting their strategies as necessary.

Pros & Cons

Although iContact offers drag-and-drop and HTML email editors, they also have in-house design services available for customers who don’t have the time or skill to build their own emails. While they are more expensive than some other softwares on our list, nonprofit organizations can take advantage of discounted subscription prices.

Pros

  • In-house design services
  • Discount for nonprofits

Cons

  • No landing pages or forms
  • No mobile optimization
  • High price point

What Customers Are Saying

Zoho Campaigns earns praise from customers for giving them tools they need to create the email marketing they want. “It is the most efficient, simple, and effective tool on the market that helps us manage our campaigns,” writes one customer. Adds another, “We are able to customize our campaigns to do exactly what we want.”

Summary

IContact Logo
  • Starting Price

    • $50.15/Month for Base
    • $100.30/Month for Pro
  • A/B Testing

    yes

  • Free Trial

    Business hours

  • 24/7 Support

    Business hours

Features

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
GetResponse Logo

GetResponse

  • 24/7 customer support
  • Smart email editor
  • Social media integration
GetResponse seeks to provide users with an all-in-one solution to digital marketing needs. This includes offering tools for integrated email marketing, analytics, and building landing pages, newsletters, and more.

There are four different plans available through GetResponse, including GetResponse MAX, a customizable enterprise solution with a dedicated IP address, dedicated customer support, and consulting services.

Companies that need something simpler can choose between GetResponse’s Basic, Plus, and Professional plans, with monthly prices starting at $15, based on a subscriber list of up to 1000. All of these plans include email marketing, autoresponders, Facebook ads, and lead and sales funnels. GetResponse also offers all users access to a large library of email, landing page, and webform templates, as well as 5000 stock photos. Upgrading to a Plus or Professional plan will get you the ability to access more powerful automation tools, conduct webinars, and build an unlimited number of customizable workflows.

Pros & Cons

GetResponse’s offerings are similar among its Basic, Plus, and Professional plans, although one area the Basic plan lacks is possibly the most important — automation tools. Customers must upgrade to access automation segmentation, site and event tracking, and other features. All customers get access to 24/7 support and a large number of app integrations.

Pros

  • 24/7 customer support
  • Image library
  • Multiple app integrations

Cons

  • Automation tools limited on Basic plan

What Customers Are Saying

Customers say Constant Contact is a great solution for its flexibility and contact management. “I love the software and the many different template options to use for mailings,” writes one customer. “I also like that I am able to change fonts, color, backgrounds and layout with ease.”

Summary

GetResponse Logo
  • Starting Price

    • $15/mo/user for Basic
    • $99/mo for Plus
    • $49/mo for Professional
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • 24/7 customer support
  • Smart email editor
  • Social media integration
Salesforce-Pardot-Logo

Salesforce Pardot

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
As the name implies, Pardot is another Salesforce product, albeit one that is designed as a B2B platform.

For these types of users, Salesforce Pardot can be a valuable email marketing tool. Users can build professional-looking emails with their library of customizable templates, and ensure they make the right impact with a variety of automation tools.

Salesforce Pardot offers visualization tools with integrated testing and reporting, so users always have a high-level view of their workflows, facilitating easy adjustments. Delivery schedules, automatic segmentation, and autoresponders for forms and landing pages also keep communications on track while lightening the workload.

There are four plans available through Salesforce Pardot: Growth, Plus, Advanced, and Premium. Plans start at $1250 per month for 10,000 contacts, with the Premium plan accommodating up to 75,000 contacts. Salesforce Pardot also offers add-ons, including B2B Marketing Analytics Plus, Salesforce Engage, and Engagement History Dashboards.

Pros & Cons

Cost may be the most significant barrier for potential Salesforce Pardot customers. It is the most expensive software on our list, and although they offer a free demo, there is no free trial. Customers who decide the service is worth the cost will get unique marketing tools like lead identification and AI capabilities.

Pros

  • Lead identification
  • AI tools

Cons

  • High price point
  • No free trial

What Customers Are Saying

Zoho Campaigns earns praise from customers for giving them tools they need to create the email marketing they want. “It is the most efficient, simple, and effective tool on the market that helps us manage our campaigns,” writes one customer. Adds another, “We are able to customize our campaigns to do exactly what we want.”

Summary

Salesforce-Pardot-Logo
  • Starting Price

    • $1,250/month/up to 10,000 contacts (billed annually) for Growth
    • $2,500/month/up to 10,000 contacts (billed annually) for Plus
    • $4,000/month/up to 10,000 contacts (billed annually) for Advanced
  • A/B Testing

    yes

  • Free Trial

    Business Hours

  • 24/7 Support

    Business Hours

Features

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
SendinBlue Logo

SendinBlue

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
SendinBlue seeks to be an adaptable, accessible all-in-one marketing solution for a variety of businesses, including individual entrepreneurs, start-ups, nonprofits, and e-commerce.

They offer a Free plan for users with basic needs, as well as four paid plans: Lite, Essential, Premium, and Enterprise. These different tiers cover a range of customer needs, and make it easy for users to increase their capacity and capabilities as their businesses grow.

All paid plans offer unlimited daily emails and contacts, a mobile-friendly email designer and access to SendinBlue’s email template library. Key automation and performance features include a workflow editor; transactional email and SMS capabilities, page tracking, and real-time reporting.

The mid-tier Essential and Premium plans remove the SendinBlue logo, and give users more optimization tools, like A/B testing, heat map reporting, and advanced statistics for email opens and click rates. The Enterprise plan can meet more specific needs with customizable features.

Pros & Cons

SendinBlue’s free plan is a solid option for new businesses that are starting to dip their toes in email marketing. Their scalability means that the software will grow with their customers’ needs. One key function that SendinBlue only offers with its highest-tier plan is the ability to create landing pages.

Pros

  • 24/7 customer support
  • Free plan available

Cons

  • No customer surveys
  • No landing page editor

What Customers Are Saying

Zoho Campaigns earns praise from customers for giving them tools they need to create the email marketing they want. “It is the most efficient, simple, and effective tool on the market that helps us manage our campaigns,” writes one customer. Adds another, “We are able to customize our campaigns to do exactly what we want.”

Summary

SendinBlue Logo
  • Starting Price

    • $0-$25/month for Lite
    • $39/month for Essential
    • $66/month for Premium
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Automated email workflows
  • Drag-and-drop editor
  • A/B testing
AWeber Logo

AWeber

  • Free plan available
  • Email template library
  • E-commerce solution integration
For users with a small audience and a need for a fast, affordable email marketing solution, AWeber is worth considering. They offer a basic Free plan that can accommodate up to 500 subscribers, with the option to upgrade to their Pro plan as your customer base grows. Their pre-packaged Pro plan can accommodate up to 25,000 subscribers, but they will also create customized accounts for users with larger audiences.

Basic features that are included in Free and Pro plans include automated email workflows, a drag-and-drop email builder, the ability to create and send newsletters, and an image library with thousands of professional images. However, emails sent through the Free plan will include AWeber branding.

Upgrading will allow you to remove this branding, and get you more robust segmentation capabilities, email split testing, and advanced reporting tools. AWeber provides customer support through email, phone, and live chat.

Pros & Cons

AWeber offers an attractive free solution to prospective customers, and those on limited budgets. Their customer support is also robust, with reps available via phone, email, and live chat. However, paid customers should be aware that overall subscriber counts include unsubscribed emails, and that AWeber charges fees for list storage.

Pros

  • Free plan available
  • 24/7 customer support
  • Landing pages

Cons

  • Additional charges for list storage
  • Include unsubscribed emails in overall count

What Customers Are Saying

Several of AWeber’s customers say they like this company for their customer service and easy-to-use interface. “I’ve tried other providers, and AWeber is much better than the “industry leaders,” writes one customer. “They’ve provided a reliable service, and it’s really good they have live chat on their site.”

Summary

AWeber Logo
  • Starting Price

    • $19/month for 0-500 Subscribers
    • $29/month for 501-2500 Subscribers
    • $49/month for 2,501-5,000 Subscribers
    • $69/month for 5,001-10,000 Subscribers
    • $149/month for 10,000-25,000 Subscribers
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Free plan available
  • Email template library
  • E-commerce solution integration
Drip Logo

Drip

  • Drag-and-drop email designer
  • Time zone delivery
  • A/B Testing
Drip is another email marketing software that is ideal for e-commerce users. In fact, they state that their mission is geared towards helping small, independent shops “grow by giving everyone the same powerful automation tools as the big guys.”

Those tools include dozens of integrations, including ones with the most popular e-commerce platforms like Shopify, WooCommerce, and Magento. Drip also allows users to store customer data, making it easier to target emails and notifications to customers based on factors like previous purchases, abandoned carts, and more.

Potential users can try Drip for free, or request a demo, but in order to use the service long-term you will have to sign up for a paid plan. Prices start at $19 per month based on 100 subscribers, with the cost increasing as your audience does. Other features offered by Drip include detailed email analytics, opt-in forms, and email segmentation.

Pros & Cons

While Drip has a lot of tools to offer e-commerce users, there are some key features that the software doesn’t offer. Users can’t create customer surveys, and there isn’t an image library to help build emails. In addition to a free trial, users can take advantage of a free demo.

Pros

  • One-on-one demo available
  • 24/7 customer support
  • Large number of integrations

Cons

  • No customer surveys
  • No image library

What Customers Are Saying

Campaign Monitor fans say they like the company for having an easy-to-use interface, and being a good value. “I am a web developer, and their API is fantastic. It is easy and straightforward,” writes one user. Another user called it, “the best email marketing solution my team has worked with.”

Summary

Drip Logo
Features

  • Drag-and-drop email designer
  • Time zone delivery
  • A/B Testing
Salesforce-Marketing-Cloud-Email-Studio-Logo

Salesforce Marketing Cloud Email Studio

  • Multi-user accounts
  • Drag-and-drop editor
  • Image library
Salesforce is perhaps best known as a customer relationship management (CRM) solution. In addition to their Marketing Cloud Email Studio, users can take advantage of a variety of other tools for sales, customer service, and e-commerce.

For those who just want email marketing services, Salesforce Email Studio has a lot to offer. Einstein, their comprehensive AI for CRM helps users recommend content to subscribers, and identify engaged subscribers. They also help users target audience members with filters and drag-and-drop segmentation tools. Split testing and detailed performance reports let users know what strategies are working, and where there is room for improvement.

Salesforce Email Studio’s mobile-optimized email templates are designed by industry experts, and are easily customized with a drag-and-drop editor. They also offer multiple tools to help automate the communications process, including send-time optimization, delivery schedules, and dynamic content.

Pros & Cons

One key feature that is missing from Salesforce Email Studio is the ability to create landing pages and forms. Depending on your needs, this functionality may be worth sacrificing in exchange for a vast library of customizable email templates, AI content recommendations, and 24/7 customer support.

Pros

  • 24/7 customer support
  • Customizable templates
  • Content recommendation tools

Cons

  • No landing page or form editor

What Customers Are Saying

Users who are new to email marketing software like iContact for its simplicity and intuitiveness. Writes one customer, “Even if you are not familiar with email marketing campaigns, iContact makes the process a breeze with an intuitive user interface, automated processes and even greater templates.”

Summary

Salesforce-Marketing-Cloud-Email-Studio-Logo

Salesforce Marketing Cloud Email Studio

  • Starting Price

    • $25 USD/user/month** (billed annually) for Essentials
    • $75 USD/user/month** (billed annually) for Professionals
    • $150 USD/user/month** (billed annually) for Enterprise
    • $300 USD/user/month** (billed annually) for Unlimited
  • A/B Testing

    yes

  • Free Trial

    Yes

  • 24/7 Support

    Yes

Features

  • Multi-user accounts
  • Drag-and-drop editor
  • Image library
Publié le Catégories Marketing Automation, Marketing de Contenu

🔵⚪🔴 The 10 Most In-Demand Marketing Certifications – Content Marketing


A seated young woman holding a marketing certification in one hand and a laptop in her lap


PHOTO:
Adobe

Many employers are looking for professionals who have specific marketing certifications. Other digital marketing specialists are becoming certified to stay current in a rapidly evolving industry. This article will look at the leading academic marketing certifications, along with the most in-demand marketing certifications.

Initially, to find hard data for this article, we scoured the job sites for facts. With an absence of data about the monetary value of certifications, we did the next best thing. We dived deep into the job sites to find the most requested certification prerequisites, and were able to obtain a much better understanding of the most in-demand certifications. 

Digital Marketing Specialists Are in High Demand

Marketing specialists are in high demand, and that is not expected to change in the next five years. According to the Bureau of Labor Statistics, a market research analyst and/or marketing specialist can expect to make $65,810 per year, up from $62,000 in 2018. A marketing manager, on the other hand, can expect to make $141,490 per year, or $68.03 per hour. The demand for digital marketing specialists continues to grow, with an increase of 19.6% since 2006, according to the Payscale Index report on marketing and advertising.

According to Robert Half Technologies’ 2021 Salary Guide, the difference between the salaries of an entry-level Marketing Manager with no certifications and an experienced Marketing Manager with professional certifications is approximately $43,000, with the entry-level position paying $67,000 and the certified position paying $116,500. The same is true for a Digital Marketing Specialist, with the entry-level position paying $47,750 and the certified position paying $94,000. Clearly, having specialty certifications can pay dividends. 

Typically, there are academic marketing courses designed to teach the basics of digital marketing or further the education of someone who is currently employed in a marketing role, and then there are digital marketing certification courses that are more likely to be prerequisites for employment with certain businesses. One will rarely find a job listing that requires prospective candidates to be certified by the Kellogg School of Management, however one is very likely to encounter job listings that require candidates to be Google AdWords certified. We will first look at such academic certifications, then move on to so-called “prerequisite” certifications. 

Kyle Shea, executive vice president of Partnership Development at All Campus, told CMSWire that these academic courses are primarily designed to appeal to people who are seeking a new career in digital marketing and provide a broad, base understanding of each discipline. “In more specialized digital marketing certificates, the course content is focused on one or two areas in order to provide students with a deeper understanding of each,” he said.

Shea said these academic courses are offered part-time “and typically take from two to six months to complete with a commitment of three to eight hours per week of work.”

Related Article: Learning to Adapt to the Pandemic-Induced Educational Crisis

Kellogg School of Management’s Digital Marketing Strategies 

Certifications can be a great indication of an individual who has demonstrated proficiency in competencies that indicate they can perform a job or task to expectations. Additionally, while a staple of digital marketing certifications have become job prerequisites and requirements for promotion, many marketers are pursuing additional education, training, and certifications for personal development purposes, and certification courses are an excellent method of continuing one’s education. 

“Certifications can be a great addition to any education program as customers who are proficient in your organization’s tools are likely to get much more out of them, leading to increased retention, loyalty, and advocacy,” said Greg Rose, chief experience officer at Intellum, a leading education platform provider.

Rose clearly understands how effective online courses function. His company, Intellum, actually invented the customer education platform for Facebook Blueprint, which serves as a proven model for how digital certifications should work. “With the inclusion of well-known certifications such as Kellogg School of Management’s Digital Marketing Strategies, there are several long-running certification programs that touch millions of users, such as Google Skill Shop, Twitter Flight School, and Amazon Advertising Console.”

The 2-month long Digital Marketing Strategies: Data, Automation, AI & Analytics course is described as teaching marketing professionals and business leaders “how modern marketing is powered by data, scaled by automation, and optimized by analytics.” The course costs $2600, and Kellogg offers a payment plan. The goal of the course is to provide professionals with a practical understanding of what modern marketing practice looks like from an organizational perspective.

The course consists of 8 modules, which are taught from a high-level strategic view:

  • A Framework for Marketing in a Digital World
  • Understanding Customers and Generating Insights
  • Customer Segmentation and Behavioral Marketing
  • The Customer Journey and Content Strategy
  • Brand Storytelling in a Digital World
  • Accelerating Marketing Execution Through Agile Marketing
  • Marketing Attribution, Testing, and Experimentation
  • Marketing Automation and Artificial Intelligence in Marketing

Upon successful completion of the course, Kellogg Executive Education provides a verified digital certificate of completion to graduating students, who must achieve at least an 80% success rate in order to pass the course.

The Digital Marketing Institute’s Digital Marketing Certification

The Digital Marketing Institute offers four digital marketing courses which range in length from 30 hours all the way to 2 years. When a student passes the Pro or Expert course, they are certified by both the Digital Marketing Institute as well as the American Marketing Association. 

Their Digital Marketing Pro course lasts 30 hours, is self-paced, and costs $1368. This course is actually two certifications in one: the Digital Marketing Institute’s Professional Certificate in Digital Marketing, and the American Marketing Association’s Professional Certified Marketer. Encompassing 10 modules, this certification is geared towards marketers working in Management and Senior Management. The modules consist of the following topics:

  • Introduction to Digital Marketing
  • Content Marketing
  • Social Media Marketing
  • Search Engine Optimization (SEO)
  • Paid Search (PPC) using Google Ads
  • Display and Video Advertising
  • Email Marketing
  • Website Optimization
  • Analytics with Google Analytics
  • Digital Marketing Strategy

Their Digital Marketing Expert course is also two courses in one: the Digital Marketing Institute’s Certified Digital Marketing Expert course and the American Marketing Association’s PCM Advanced Digital Marketing course. This certification (actually two certifications) costs $4109, and consists of 7 modules:

  • Strategy and Planning
  • CX, Ecommerce and CRO
  • Search and Digital Channels
  • Social Media Marketing
  • Digital Selling
  • Essential Skills
  • Leadership and Management

The DMI’s digital marketing certifications must be recertified every three years by earning approved marketing continuing education units.

The OMCP® Digital Marketing Certification

Unlike the other certifications we have discussed, OMCP certification has several unique requirements, including passing scores on the OMCP exams and 5,000 hours of marketing experience (which can be from any marketing job, traditional marketing, copywriting, advertising, selling marketing services, etc), a post-secondary degree plus 2,000 hours of marketing experience, or completion of an approved digital marketing course plus 1,000 hours of marketing experience.

To receive the OMCP certification, the student must pass two specialty exams and one broad-spectrum digital marketing exam. The content of the OMCP exams includes the following topics:

  • Content Marketing
  • Conversion Rate Optimization
  • Email Marketing (included within OMCA and OMCP Base exams only)
  • Mobile Marketing (included within OMCA and OMCP Base exams only)
  • Paid Search (PPC)
  • Search Engine Optimization (SEO)
  • Social Media Marketing
  • Digital Analytics

While there is no OMCP course to prepare the student for the exams, there is a list of digital marketing courses that are approved by OMCP, and students are expected to spend at least 64 didactic hours taking the courses. The OMCP exams cost $395 for all three parts, and they must be passed every two years for the certification to remain valid. 

The Google Digital Garage: Fundamentals of Digital Marketing

Google Garage’s Fundamentals of Digital Marketing certification is accredited by Interactive Advertising Bureau Europe and The Open University, and consists of 26 modules that cover topics such as:

  • The Online Opportunity
  • Your First Steps in Online Success
  • Build Your Web Presence
  • Plan Your Online Business Strategy
  • Get Started With Search
  • Get Discovered With Search
  • Make Search Work for You
  • Be Noticed With Search Ads
  • Improve Your Search Campaigns
  • Get Noticed Locally
  • Help People Nearby Find You Online
  • Get Noticed With Social Media
  • Dive Deep Into Social Media
  • Discover the Possibilities of Mobile
  • Make Mobile Work for You
  • Get Started With Content Marketing
  • Connect Through Email
  • Advertise on Other Websites
  • Deep Dive Into Display Advertising
  • Make the Most of Video
  • Get Started With Analytics
  • Find Success With Analytics
  • Turn Data Into Insights
  • Build Your Online Shop
  • Sell More Online
  • Expand Internationally 

The Fundamentals of Digital Marketing certification course is free, and takes approximately 14 hours to complete. Once all modules have been completed, Google will provide the student with a certificate of completion. One of the benefits of Google certification is that Google now requires that brands have at least one Google certified employee in order for the business to receive Google Certified Partner status. Beginning in 2021, at least half of a brand’s “eligible users” need to be Google certified. This means that employees that are Google certified are more valuable to a brand. Google requires recertification after 12 months. 

Content Marketing Institute’s Master Class Certification

The Content Marketing Institute’s Master Class course has 10 modules (30+ hours of curriculum), and also includes access to over 20 additional marketing-related classes. The 10 modules are focused on the following topics:

  • What Is a Content Marketing Strategy
  • Balancing a Content Marketing Strategy
  • The Operating Models of Content
  • Bringing It Together: The Context Case Study
  • Investing In Audiences v s. Buyers
  • The Four Strategic Archetypes of Content
  • Story & Narrative: The Heart of Business Storytelling
  • Bringing It Together: The Context Case Study Part II
  • Measurement By Design
  • Story Map Your Operation 

The Master Class course costs $995, is self-paced, and students are given 12 months to complete the course. 

The SMEI Certified Professional Marketer Course

Sales & Marketing Executives International, known as SMEI, offers what they call the SMEI Certified Professional Marketer (SCPM) Exam Preparatory Course. The course registration fee of $989 includes one year of access to Connect where students can access their online textbook, chapter quizzes, and interactive exercises. The course consists of 18 modules:

Part 1:  Initiating the Marketing Process

  • Creating Customer Relationships and Value through Marketing
  • Developing Successful Organizational and Marketing Strategies
  • Building an Effective Marketing Plan
  • Understanding the Marketing Environment, Ethical Behavior, and Social Responsibility

Part 2:  Understanding Buyers and Markets

  • Understanding Consumer Behavior
  • Understanding Organizations as Customers
  • Understanding and Reaching Global Consumers and Markets

Part 3:  Targeting Marketing Opportunities

  • Marketing Research: From Customer Insights to Actions
  • Market Segmentation, Targeting, and Positioning

Part 4:  Satisfying Marketing Opportunities

  • Developing New Products and Services
  • Managing Successful Products, Services, and Brands
  • Pricing Products and Services
  • Managing Marketing Channels and Supply Chains
  • Retailing and Wholesaling
  • Implementing Interactive and Multichannel Marketing
  • Integrated Marketing Communications and Direct Marketing
  • Advertising, Sales Promotion, and Public Relations
  • Using Social Media and Mobile Marketing to Connect with Consumers
  • Personal Selling and Sales Management

Students must achieve a passing grade of 75% or higher to receive their certification.

UC Berkeley Extension Certificate Program in Marketing

The UC Berkeley Extension Certificate Program In Marketing is a college level certification program that is designed to teach students everything they need to get started with a career in marketing. The program, which costs $4,700, includes 10 total classes, and is typically completed within two years. Topics that are taught include:

  • Marketing Analytics
  • Digital Marketing
  • SEO
  • Brand Management
  • Paid Advertising
  • Social Media
  • Marketing Research

The curriculum for the course will include 3 Core Courses (6 semester units) and 4 semester units of electives (usually 2 courses) for a total of 10 classes, which equals 150 hours of instruction, and classes are offered both online and on campus. According to a report on Upwork, 88% of graduates who were polled obtained a salary increase of 6% or more after completing this certification.

The Google AdWords Certification and Analytics IQ Credential

The Google AdWords certification and Google Analytics Individual Qualification credential are separate from Google’s Fundamentals of Digital Marketing certification. They are very much in demand — on an average day there are approximately 220 job listings on SimplyHired and 125 on LinkedIn Jobs that require potential remote candidates to be Google AdWords certified. 

Many of the academic certification courses previously mentioned do cover topics such as Google AdWords and Analytics in detail. “Google AdWords and Google Analytics are certifications that are part of the education that a student would learn as part of many digital marketing certificate programs. To be certificated in Google AdWords and Google Analytics the student would have to take the test for the certification after learning the materials in their digital marketing certificate program,” said Shea.

There are six Google Ads certifications available, including: 

  • Google Ads Search
  • Google Ads Display
  • Google Ads Video
  • Shopping ads
  • Google Ads Apps 
  • Google Ads Measurement

Google recommends that students review the Analytics Academy’s courses entitled Google Analytics for Beginners and Advanced Google Analytics courses before taking the GoogleAnalytics IQ exam. Students need to have a score of 80% or greater on the certification exams in order to pass. The Google AdWords certification and Analytics IQ credential are both valid for 12 months.

Facebook Blueprint

Facebook Blueprint is Facebook’s eLearning center, with free courses covering a vast number of topics including Facebook ads, Facebook for business, building community, raising money to fight injustice, and more. More precisely for marketers, Facebook offers several marketing certifications, including:

  • Facebook Certified Digital Marketing Associate
  • Facebook Certified Marketing Science Professional
  • Facebook Certified Creative Strategy Professional
  • Facebook Certified Media Planning Professional
  • Facebook Certified Media Buying Professional
  • Facebook Certified Marketing Developer
  • Facebook Certified Advanced Marketing Developer
  • Facebook Certified Advertising API Developer
  • Facebook Certified Community Manager

The certifications listed above are actually the exams themselves, rather than courses. Facebook does offer study guides for each certification, along with practice exams to get the student up to speed. Facebook Certification exams cost $150 for professional exams and $99 for associate exams. Similar to Google certifications, on an average day there are at least 100 remote job listings on SimplyHired and 50 job listings on LinkedIn Jobs looking for candidates that are Facebook Blueprint certified. 

HubSpot Content Marketing Certification

HubSpot’s Content Marketing certification course is very popular for many reasons, chief among them being that it is free, well-recognized, and  comprehensive. The course consists of 12 lessons, 56 videos, 11 quizzes, and one can expect it to take approximately 6 and a half hours to complete. The 12 lessons consist of the following topics:

  • The Power of Storytelling
  • Building a Content Creation Framework
  • Planning a Long-Term Content Strategy
  • Generating Content Ideas
  • Creating Quality Blog Content Your Audience Loves to Read and Share
  • How HubSpot Uses Blogging to Rank #1 on Google
  • Extending the Value of Your Content Through Repurposing
  • Creating Topic Clusters and Pillar Pages
  • How to Create a Successful Video Marketing Strategy
  • Building a Guest Blogging Strategy Powered by SEO
  • How to Effectively Promote Content
  • Measuring and Analyzing Your Content

HubSpot certifications are valid for two years. On an average day, there are approximately 40 remote job listings on SimplyHired and 25 on LinkedIn Jobs that request candidates to be HubSpot certified, be experienced with HubSpot software, or to be prepared to become HubSpot certified. HubSpot offers many different marketing-related certification courses, and a marketer who wishes to work for a HubSpot-focused employer would do well to take as many of the courses as possible.

Final Thoughts

Marketing certifications can help to make a marketer more valuable and more knowledgeable for a reasonable cost and effort. Usually self-paced, there are quite a few marketing courses that culminate in certification, and some, such as Google’s and HubSpot’s certifications, are free of charge. Having professional certifications can substantially increase one’s hiring potential, salary, and can help an employee gain competence and confidence in a competitive marketplace.



Publié le Catégories Marketing de Contenu

🔵⚪🔴 Rethinking technology refresh courses in the ‘new age’ of do the job – Partner Content – Articles Marketing


The remarkable shift to a hybrid office (in-office environment and distant) is transforming the recreation – pushing staff members to be responsible for their possess workplace technological know-how. 

 

So, does this spell the conclude of organisational know-how refresh packages as we know it? 

 

That’s a single of the primary inquiries a pick out group of business assumed leaders debated at an iTnews executive roundtable lunch, sponsored by CHG-Meridian, which was referred to as ‘Rethinking the ‘tech refresh cycle’ – is it useless or alive?’ 

 

With common technological innovation refresh applications incurring a great number of operational and economic expenses – even hidden costs – and wreaking havoc owing to undisputed small business disruption, all attendees agreed flexible, less difficult and much more personalised procedures are desired in purchase to enrich the staff expertise in today’s modern-day workplace, and handle the new methods of performing each right now and into the foreseeable future. 

 

What is much more, quite a few at the desk agreed IT leaders and choice-makers want to rethink the cyclical tech refresh method – potentially even undertake a ‘Continuous Tech Renewal Model’ – in buy to gain the ‘war for talent’ and deal with fashionable workplace developments. 

 

Without a doubt, it’s a well timed discussion offered that lots of staff throughout Australia and New Zealand are now adapting to a extra everlasting distant workplace product that relies upon on trustworthy, up-to-date technological innovation. 

 

This also has implications for how out of date technological know-how is upgraded, with a shift towards staff currently being accountable for handling their own technological know-how refresh, main to the conclude of organisational technology refresh programs, claimed roundtable attendee, CHG-Meridian head of IT, Asia Pacific, Kirk Downey, and creator of the whitepaper, ‘Is the know-how refresh lifeless?’ 

 

Surely, the way men and women expect to get the job done has altered, which is putting strain on enterprises to update their personalisation methods, Downey stated. Enterprises that give men and women the agency to steer their have digital encounters will be the to start with to recognize what their new needs and desires are, and the very best way to improve personnel knowledge in the modern day workplace, he said. 

 

Superior however, persons now be expecting their workplace know-how to complete at an optimum amount and seamlessly empower them to work from dwelling. Indeed, the shift to distant operate has also shifted the way workforce watch and interact with their own and office systems. 

 

Decommissioning on the ‘trendy list’ 

 

Like Downey, Telstra’s director of electronic and IT alternatives, Karen Hughes, reported there is an improved sense of urgency to meet the desires of a technologically savvy and geographically dispersed workforce, and she also stated how the telco giant experienced presently embarked on addressing the new techniques of functioning – and swiftly preparing for the significant shift in direction of a hybrid office (in-office environment and distant) and ‘workforce of the future’ for rather some time. 

 

“All our roles are versatile, and have been for a several yrs, and will proceed to be,” Hughes said. But similarly noteworthy – and particularly enjoyable for an IT leader – is the simple fact that “decommissioning is now on the stylish record,” she described. 

 

“Telstra is in a significant transformation – coming toward the conclusion of it – and we’re wanting to improve how we run IT. We’ve already started out to modify that, so the refresh piece is fascinating. 

 

 

“For the to start with time in our company heritage, decommissioning is on the stylish listing. It’s enjoyable and higher-profile. So, we’re really now conversing overtly about decommissioning – and it is a CIO-amount subject matter.” 

 

In truth, quite a few at the desk agreed that tech leaders really should no for a longer time believe of organisational engineering refresh courses as a tech refresh situation, but somewhat 1 of ‘continual renewal.’

 

“Rather than just refresh, it’s renewal, for the reason that it’s continuous – and it is specific,” Downey proposed. “So, you take that source chain complexity of distributing everywhere from 1,000 to 33,000 close points, for illustration, and break it down to an unique – virtually at a client amount – which then simplifies things.” 

 

Without a doubt, this approach of empowerment is flying in the deal with of custom, attendees agreed. “Empowerment of people today just clashes with the about administration of distributing logistics and distributing desktops,” Downey defined. 

 

Dissecting the concern even more, HP Managing Director, Australia and New Zealand, Mike Boyle, claimed the tech refresh cycle also needs to be regarded in a lot better detail – especially in conditions of forecast and hindsight. 

 

Like Hughes, Boyle agreed it’s been an fascinating – and retrospective – 12 to 18 months – not only in addressing and meeting the desires of the workforce of the future, but in dealing with the several impacts of Computer lifecycle refresh systems. 

 

In fact, an ‘employees ecosystem’ has emerged in excess of the previous 12 to 18 months – and organisations are now grappling with no matter whether the office environment is the home, the office environment, or one thing in between – which has main implications for the conventional know-how refresh plans. 

 

“From a offer chain administration viewpoint, we’re all wanting to see how organisations adapt to this hybrid model, how this impacts what the new worker IT experience need to be, and as a result, how employers and sellers should come with each other and fulfill that need.”

 

Boyle advised organisations have to have to glimpse previous 2021 supplied the provide shortages – and to make greater projections although pondering of how technological know-how can develop a much better staff practical experience in a hybrid environment.  

 

“It’s no key that need for tech has never ever been larger, and although which is optimistic, it’s also been a problem for industries around the globe. As a final result, we’re encouraging consumers to be considering past 2021 in phrases of the procurement,” Boyle informed attendees. 

 

“We want to imagine about ‘refresh’ with a longer time horizon or even a ongoing rolling natural environment. We’re observing a greater uptake on customers procuring much more ‘as a service’ to assist generate superior expertise and continuity for organisations.” 

 

New day, new pressures 

 

Without a doubt, offer chain problems are just some of the challenges influencing organisational tech refresh initiatives on the boil today. 

 

But there is numerous more, attendees unveiled, and anyone is afflicted as technologies refresh assignments exist in every organisation across all industries. 

 

For several IT teams, for example, refresh systems can be challenging to justify, hard to approach and regulate, and under no circumstances look to stop, stated CHG-Meridian’s Downey. 

 

What is extra, attendees agreed the tempo of technological innovation has produced it tricky for quite a few organisations to preserve up – and the continuous stream of financial investment that is necessary can hinder a company’s base line or capacity to keep aggressive. 

 

In reality, the fiscal and operational stress can be terrific, attendees spelled out, and this is compounded by the actuality that numerous corporations are geographically dispersed workplaces, which means IT groups can not physically substitute know-how at an employee’s desk – leaving the firm at the mercy of the employee’s capacity to self-provide. This, in transform, usually means IT groups can’t emphasis on better price, strategic business pursuits. 

 

Throw in innumerable logistical, threat and governance problems significant overhead expenses from ongoing undertaking administration costs (time expended on evaluation, scheduling, and applying the systems) hidden prices throughout the organization and the stress to obtain and keep the suitable expertise in order to acquire the ‘war for talent’ and keep competitive, and it’s crystal clear companies have lots of pain factors to look at.  

 

 

But there’s additional. Business enterprise disruption is still a further problem as the lion’s share of providers have huge volumes of belongings that need to be changed at the same time, attendees agreed, describing how professionals and staff members devote a great number of several hours on transition organizing. Not to mention, the administration and governance overhead of tech refresh initiatives is a sizeable and repetitive expense when the tech is upgraded each individual three to 4 yrs. 

 

In addition, the strategic imagining driving quite a few of these massive refresh tasks is nevertheless one more challenge, and many corporations are also left wondering no matter whether to sweat the assets, in accordance to Joe Perricone, COO of Swanson Health Asia Pacific, who reported this is nevertheless another hurdle in the tech refresh lifecycle equation. 

 

“For the not-for-gain, in distinct, perspiring the property until they are drained of all lifeform is no more time the way to go.”  

 

Like Perricone, Helen Ashton, head of know-how, Way of living Options, explained ‘sweating the assets’ is impractical and unproductive – but normally rampant in the not-for-gain planet. 

 

In truth, Ashton said the ‘tech refresh’ expression can often be deemed an alien expression for a standard not-for-gain – and these functions, on the full, typically wrestle to commit in technological know-how each a few a long time. 

 

“The notion is you have a laptop and you will preserve it permanently and eternally. There is this idea of truly perspiring your asset to that diploma, but it is not effective. It retains your persons back. It holds your business back again. It’s a hard strategy for a selection of executives, but we’re getting there.” 

 

At the exact same time, public and personal sector organisations are also grappling with the perpetual troubles of legacy techniques, and for functions at a single unique Federal Authorities entity, there’s also the extra thing to consider of how to function in a earth that has long gone distant. 

 

“We’re a very hefty campus-centered organisation. Quite standard and old college,” explained its CIO and electronic officer, explaining the international health pandemic has forced a radical rethink of working designs. 

 

“Can we actually do the job off campus? My team is going as a result of a really large headspace change. Do we require to truly have every thing physically on campus? We have never ever had to assume outside of the campus. Every little thing stays on our shore, stays inside our fence line.”  

 

Appropriate across the board, attendees reported issues are surfacing on the finance entrance as extra and more corporations are dealing with legacy units and how to transfer forward with their tech refresh packages in a modernised earth where by new systems are bridging the physical and digital worlds. 

 

“As we shift to the cloud, that entire financial dynamic improvements. We’re a Capex significant funded organisation, so shifting those people payloads indicates I have to locate a way to shift that economic design to an Opex design,” the spokesperson reported. 

 

Rethinking how IT manages the financials is critical, agreed Tod O’Dell, head of company technologies at News Corp, who reported all providers are obtaining to re-examine tactics about the tech refresh lifecycle, and controlling the financials is a significant part of it. 

 

“We all drop into the miscalculation of saying, ‘Can I have it for a different two decades, and then attempt to get that back again into our budget. But to get it back again on to the spending budget is challenging. So, how do we structure the finance styles heading forward?” 

 

Catering to a ‘user-centric’ world 

 

So, what’s the answer? Wellbeing Care Complaints Commission’s director, technological know-how and units transformation, Royce Michael Lee, claimed moving in the direction of a ‘user-centric’ solution – a additional personalised tech getting approach that moves absent from the a single-dimensions matches-all mantra is a probable remedy – and better displays today’s new methods of operating. 

 

“We have unique workforces with unique desires. The concept that the IT organisation would provide a one-sizing-suits all for most people was a bit of a misnomer and a error,” reported Lee, who has large knowledge as a electronic strategist and transformation leader and labored on a quantity of big-scale tech refresh assignments at companies like Qantas and other organisations. 

 

“Where I see this likely is we have carried out good operate on human-centred layout in terms of our clients, but it demands to be turned inward into our staff members and truly recognize the one of a kind requires and various factors of our workforce. How do they work very best, and what is the appropriate technologies reaction for them? 

 

“When you assume of various persons in distinctive cohorts, you instantly realise that the a single-dimensions matches-all method doesn’t go very considerably. If I experienced my way, I might constantly start out with that journey of the personnel. What is the worker knowledge? What do they need to have to do in their working day-to-working day job? What is their lifecycle via the organisation, and then match that to their wants?” 

 

Lee said it all arrives down to a mentality change. “It’s not about how I suit into get the job done, it’s more about how my different operate environments in good shape into me. I feel it’s a mentality modify into how you turn into extra user-centric, which is supporting the distinct matters they will need to do in operate and in daily life.” 

 

Like Lee, Information Corp’s O’Dell explained fostering staff empowerment and supplying bigger selection – specially on the technological know-how applications front – are wanted more broadly throughout industry. Organisations, and IT departments on the whole, also need to take into account relocating absent from a basic ‘command and control’ mentality that permeates the entire world of IT. 

 

“How can we adjust that dynamic to really give them the instruments they want – irrespective of whether it truly is a MacBook, an Iphone of an Android? Men and women want that working experience,” O’Dell stated, incorporating that organisations also have to have to deliver their staff members with the again-finish units to assistance the products, together with the money help buildings.

 

Providing staff members choice and the equipment they have to have is critical to amplify the personnel working experience, O’Dell discussed, and equally vital is proving the value and worthy of of IT, which is generally found as a expense centre. 

 

 

“IT is really great at spending dollars, but we’re really very poor at showing benefit. When we go from command and management, to BYOD, is the expense any various? It is nonetheless the very same cost. So, we need to have to get better at exhibiting the value we travel back again to the small business,” he explained, outlining IT groups will need to fight for the dollars – establish its well worth – and never get caught on the ‘saving money’ dialogue with management. 

 

“We have to have to be possessing this dialogue with management. How customers are working with the applications, rather than the ‘saving money’ mentality,” he explained, outlining the CIO can work with the CFO to be witnessed as a value driver. 

 

In fact, there is a notable craze away from BYOD (Convey Your Personal Product) to CYOD (Decide on Your Personal System), agreed Stephen Parker, CIO of Worldline Australia. 

 

“It’s not essentially whatsoever you want, but Decide on Your Very own Unit from a restricted catalogue that we’re ready to support. That’s something that we’re observing, but we also require to be mindful of protection issues,” Parker mentioned, conveying the new product addresses the adaptability expected in the new age of hybrid performing and the need to have for numerous devices. 

 

“It’s the workplace equivalent of the omni-channel. You can get started on a single system, and decide up on a further. It’s that seamlessness that staff members hope, and it generates productivity. It’s not the machine, but the device ecosystem that they decide on to use.” 

 

It all will come down to giving people today what they will need, Parker instructed. “Respect the year we reside in – it’s 2021. Your get the job done expertise must be a 2021 function encounter. For starters, the system is likely the critical component of the onboarding knowledge,” he reported, outlining instruments make a difference and field needs to regard the reality that technology is built-in into every single component of every day everyday living, and give a far more seamless hybrid place of work practical experience. 

 

At the identical time, producing the provide chain a lot more economical will not only enable streamline the tech refresh/renewal system, but will also move the sector to a a lot more -person-centric design,’ agreed Swanson Health’s Perricone. 

 

“It’s all about creating the offer chain extra economical, and how do we bring on associates to share the identical system? Generating the facts much more accessible. From an efficiency perspective, how simple is it to optimise what individuals are at present undertaking? The integration piece also desires to be regarded. What is provided as a assistance, and how can we gain some efficiencies of a shared infrastructure from the components and the communications viewpoint?” 

 

A far better way

Getting down to details, attendees also discussed the move away from cyclical know-how refresh courses and the need to transfer in direction of a constant technological know-how renewal model that drives increased course of action efficiencies and decreases charge, whereby the technology results in being portion of the price tag of employment and not a back again-workplace cost centre overhead. 

 

This new design, in specific, fulfills the requirements of the millennial workforce by allowing for workforce to equip themselves with the engineering they need to have and to handle their have technological know-how renewal. It can also enable a self-service method, therefore putting the energy again into the palms of the worker and maximizing the employee experience in the contemporary workplace, CHG-Meridian’s Downey described. 

 

But several attendees agreed the sector can not quickly escape the earlier – the regular tech refresh design has not changed in the previous 20 several years. What’s a lot more, organisation-led refresh initiatives typically however consist of 7 essential methods: evaluation preparing procurement design staging and deployment disposal and put up implementation help. 

 

But a more recent, less complicated way, however, can empower staff members to collaborate, accelerate and simplify the renewal of IT programs. In simple fact, on the internet applications are emerging that assist organisations in their transfer toward a continual technological innovation renewal. 

 

“Today, persons are adapting their doing work designs, their performance, to what they’ve acquired in their individual life,” Downey explained. “People want to be productive with their very own equipment – particularly the millennials. That’s the expectation. What tech do you use, how often do you switch it, and do I get a alternative?” 

 

In fact, organisations that want to stay aggressive – and appropriate – are recognising that technological innovation is more than just a device, but a weapon in the ‘war for talent.” As this kind of, they are empowering staff members with preference, maximizing their efficiency, and assembly the a lot of challenges (from finance, to logistical, to governance) head-on by reworking to a less difficult, a lot more personalised technological innovation renewal manner. 

 

By empowering workforce to find and take care of the engineering procurement approach, from close to conclusion, it allows staff to align their technological know-how with their personal needs to optimise productivity. 

 

Obviously, all attendees agreed a shift is desired on the tech refresh entrance – not only to retain rate with technological modify, keep on being agile and resilient these days and into the potential, but to tackle the deeply entrenched ‘new ways’ of performing, and enrich and empower the employee working experience. 

Publié le Catégories Marketing de Contenu

🔵⚪🔴 Was kostet Content Marketing? Das Budget für gute Inhalte – Content Marketing


Guter Content kostet Geld. Schlechter Content kostet mehr. Investierst Du in die richtigen Inhalte, macht sich das mit mehr Traffic, besseren Rankings und gutem Markenimage bezahlt. Aber was braucht es überhaupt an Budget und was kostet ein guter Text wirklich?

Eis in verschiedenen Sorten als Metapher für guten Content

Guter Content muss Deiner Zielgruppe schmecken – denn jeder hat andere Lieblingssorten.

Was kostet Content Marketing? Eine Antwort auf diese Frage lässt sich nicht verallgemeinern. Jedes Unternehmen ist einzigartig, jedes Produkt ist einzigartig und deshalb ist auch das Content Marketing immer einzigartig.

Leider denken viele: Wenn ich günstig ein paar Texte kaufe, mache ich ja Content Marketing – das reicht. Ein gutes Beispiel und der Ansporn für diesen Blogpost ist das folgende:

Beispiel: Angebot für schlechtes Content Marketing

Diese Anfrage stammt aus einem großen deutschen Portal für Kleinaufträge.

1.500 bis 3.000 Euro Budget sollen es übrigens sein. Hätte der Texter für jede Unterseite eine Stunde Zeit, ist das ein Stundenlohn von 3-7 Euro – welche Qualität kann da zu erwarten sein? (Mal ganz davon abgesehen, dass unter diesen Umständen definitiv kein einzigartiger und zielgerichteter Content entstehen kann.)

Es kommt nicht darauf an, einfach Content Marketing zu machen, sondern gutes Content Marketing zu machen. Erst dann lohnen sich die Kosten. Und gutes Content Marketing ist viel mehr als „nur“ texten.

Die Content-Strategie gibt die Richtung an

Die Basis für gutes Content Marketing ist eine Content-Marketing-Strategie. Sie legt fest,

  • wer Deinen Content lesen soll (Zielgruppe),
  • welche Ziele Du mit Deinem Content Marketing erreichen willst (Zieldefinition),
  • was Deine Wettbewerber machen und wie Du Dich von ihnen abhebst (Konkurrenzanalyse),
  • was Du als Experte beantworten kannst (Selbstanalyse),
  • welche Themen und Content-Formate sich am besten eignen (Themenfindung inkl. Keywordrecherche) und
  • wie Du den Content an Deine Zielgruppe bringst (Platzierung & Distributionskanäle).

Eine ordentliche Strategie bedeutet also viel Arbeit. Je nach Umfang und Umständen kann das mehrere Stunden, Tage und sogar Monate dauern.

Hier zwei fiktive Beispiele: Die Content Strategie eines kleinen Online Shops für Seifen könnte in 2 Tagen zufriedenstellend ausgearbeitet sein und einige 1000 Euro kosten. Eine Content Strategie für den Tourismus in der Schweiz, die jegliche Reiseanbieter berücksichtigt, kann ein ganzes Jahr dauern und mehrere Millionen Euro Budget benötigen.

Wer die Strategie überspringt, um das Geld und die Zeit lieber gleich in die Contentproduktion zu stecken, der spart an der falschen Stelle! Es geht schließlich nicht darum, möglichst viele Nutzer anzusprechen, sondern die richtigen. Erreicht der Content weder Zielgruppe noch Ziele, ist das herausgeschmissenes Geld.

Hochwertiger Content erreicht Deine Zielgruppe

Der größte Zeit- und Kostenaufwand fließt meist in die Content-Erstellung. Wie teuer „ein“ Content ist, lässt sich pauschal nicht annähernd beziffern: Es kommt auf das Format, das Ziel und den Rechercheaufwand an.

Eine schlichte Infografik oder ein kurzer Produkttext kann in einigen Stunden erstellt sein, ein E-Book oder Video mehrere Monate dauern und eine multimediale Kampagne sogar mehrere Jahre.

Ein guter Text für 100 Euro – ist das wirklich möglich?

Das kommt ganz drauf an, ob der Texter seine Miete dann noch bezahlen kann beziehungsweise was der Text erreichen soll. Ein strategisch zielgerichteter Text mit mehreren 100 Wörtern kann aber meiner Meinung nach niemals nur 100 Euro kosten.

Was macht überhaupt einen guten Text aus?

  • Ein guter Text erreicht die Zielgruppe.
  • Ein guter Text spricht die Zielgruppe gekonnt an.
  • Ein guter Text befriedigt die Erwartungen und Bedürfnisse der Zielgruppe.

Das heißt: Ein guter Text überzeugt Deine Zielgruppe – von Deiner Expertise, Deinem Produkt, Deiner Dienstleistung oder Deinem Unternehmen.

Darauf legt auch Google wert. Es geht nicht mehr um möglichst viele Keywords, sondern darum, mit neuem, individuellem Content („Unique Content“) der Zielgruppe alle Fragen zu beantworten. (Die Keywords müssen als Suchintention natürlich trotzdem berücksichtigt werden.)

Wie lange schreibt man an einem guten Text?

Ein erfolgsversprechender Text bedeutet nicht nur Schreiben. Es gehört auch ein Konzept (Keywordrecherche, Kernaussage, Zielgruppe, Distribution), das Lektorat, oft eine Bildrecherche und meist mindestens eine Korrekturschleife dazu. Das kostet Zeit und setzt auch eine gewisse Empathie beziehungsweise Erfahrung des Texters voraus. Wer sich das jahrelang angeeignet hat, der hat auch seinen Preis.

Wie lange ein Text dann braucht, hängt immer vom Ziel, der Recherchearbeit und der Zielgruppe ab. Kurze Artikel beanspruchen nicht immer automatisch weniger Zeit. Es kann sogar länger dauern, die Aussage in weniger Worten präzise auf den Punkt zu bringen. Es kommt eben auf die Qualität und nicht die Quantität an. Ein guter Text ist dann fertig, wenn er alle wichtigen Fragen beantwortet. Das kann fünf oder 30 Stunden dauern.

Produktbeschreibungen oder How-to-Artikel gehen meist schneller von der Hand als fachspezifische, redaktionelle Artikel. Ein qualitativ hochwertiger Text zur „Herkunft der Ananas“ ist vermutlich einfacher und schneller erstellt als einer zum „Versicherungsschutz für Demenzkranke“.

Schnell tippen am Laptop

Egal, wie schnell Du tippst. Ein guter Text ist dann fertig, wenn er seine Ziele erreicht.

Was kostet ein guter Text?

Es gibt verschiedene Abrechnungsmodelle. Wird nach Wort (oder Zeichen, Zeile etc.) abgerechnet, zahlst Du nur für das, was Du auch bekommst. Die Preisspanne ist weit: Einige verlangen 1 Cent pro Wort, andere 30 Cent.

Aber: Mit Füllwörtern kann der Text unnötig in die Länge gezogen werden. Bei diesem Modell wird also eher Wert auf Quantität als Qualität gelegt. Das heißt nicht, dass jeder dieser Texte schlecht ist. Manchmal ist aber ein prägnanter Text besser, der Aufwand trotzdem größer – dann ist die Bezahlung nicht fair.

Gehen wir beispielhaft für einen qualitativ hochwertigen Text mit 1000 Wörtern von 10 Stunden Arbeit aus: Würde der Texter 8 Cent pro Wort verlangen, wäre das ein Stundenlohn von nur 8 Euro. Eine gute Qualität wäre so in der Praxis kaum möglich.

Seriöse Texter rechnen deshalb meist nach Stunden oder Tagessätzen ab. Oft wird auch ein Pauschalbetrag festgelegt. Denn ein Text ist dann fertig, wenn er die Bedürfnisse der Zielgruppe erreicht. Der ungefähre Umfang wird natürlich immer bestimmt. Laut dem Honorarleitfaden von iBusiness verlangen Agenturen für die Textproduktion im Schnitt etwa zwischen 60 und 140 Euro pro Stunde, Freelancer etwa zwischen 35 und 105 Euro.

Deine Texte spiegeln Dein Unternehmen und Deine Wertschätzung für die Kunden wider. Ein guter Text sorgt für mehr Traffic, bessere Rankings und ein gutes Markenimage. Ein Text, den niemand liest oder der Deine Zielgruppe nicht überzeugt, ist sinnlos investiertes Geld.

Was kosten Whitepapers, Infografiken und Videos?

Content Marketing kennt viele Formate. Auch wenn Texte aufgrund der einfacheren Produktion und guten SEO-Optimierungsmöglichkeit mit am beliebtesten sind.

  • E-Books oder Whitepapers brauchen auch gute, umfangreiche Texte. Darüber hinaus muss das Budget für die Gestaltung und die Download-Landingpage eingeplant werden. Die vermittelte Expertise kann aber entscheidend für eine bessere Conversionrate sein.
  • Infografiken verlangen genauso ein Konzept, eine inhaltliche Recherche und vor allem die passende Gestaltung. Sie sind dafür einprägsamer, können komplexe Zusammenhänge gut verdeutlichen und gehen mit am wahrscheinlichsten viral.
  • Videos und Podcasts sind ein sehr beliebtes Content-Format. Wer sie nutzt, sollte das aber professionell machen: Ein Konzept ist Pflicht, die Aufnahmen sollten qualitativ hochwertig sein, die Inhalte relevant und die Plattform muss zur Zielgruppe passen.
  • Interaktive Inhalte wie ein Quiz oder eine Map sind idealer ergänzender Content. Auch diese Inhalte brauchen ein Konzept und sind in der Erstellung oft aufwändiger. Mit diesen sechs kostenlosen Tools für interaktive Inhalte kannst Du sie einfach selbst umsetzen.

Je nach Umfang kann jedes dieser Content-Formate einige Stunden, einige Tage oder gar einige Monate dauern. Aufwand und Erfolgswahrscheinlichkeit sollten unbedingt ins Verhältnis gesetzt werden. Für den Anfang eignen sich meist kleine Projekte, die in einigen Stunden erstellt sind.

Nach dem iBusiness Honorarleitfaden verlangen Agenturen für die Grafikproduktion im Schnitt etwa zwischen 60 und 160 Euro, Freelancer etwa zwischen 40 und 110 Euro. Für die Videoproduktion liegt der Preis für Agenturen etwa zwischen 60 und 130 Euro, für Freelancer etwa zwischen 30 und 100 Euro.

Grafikdesign-Agentur: Content produzieren

Ein guter Grafikdesigner hat seinen Preis, weiß aber auch genau, was er tut.

Distribution & Co.: Die weiteren Kostenpunkte

Mit einer guten Strategie und guten Inhalten ist es noch nicht getan.

Distribution

Die Inhalte müssen Deine Zielgruppe auch erreichen. Die Distributionsstrategie sollte deshalb schon in der Content-Marketing-Strategie festgelegt und während der Inhaltserstellung beachtet werden. Nun kommen noch Kosten für die Verbreitung hinzu:

  • Die Pflege in den eigenen Kanälen (Owned Media): Die Inhalte müssen SEO-freundlich veröffentlicht werden.
  • Die Nutzung von bezahlten Kanälen (Paid Media): Hier müssen Zeitaufwand für z.B. das Social Media Team und das Budget für z.B. Facebook Ads eingeplant werden.
  • Die Erarbeitung von „verdienten“ Kanälen (Earned Media): Das kann beispielsweise Zeitaufwand für gezieltes Influencer Marketing sein.

Beratung, Überarbeitung und Tools

Content-Beratung: Was bringt Dein Content Marketing überhaupt? Die Erfolge müssen stetig gemessen und die Strategie dahingehend optimiert werden. Hierfür sollte also Zeit eingeplant werden.

Content-Überarbeitung: Ältere Inhalte sollten regelmäßig überarbeitet werden. Vor allem Content, der schon vor der Strategie erstellt wurde, sollte sich an dieser orientierend optimiert werden. Das wird sinnvollerweise pauschal je Inhalt oder nach Stundensatz berechnet.

Tools: Softwarekosten, um Erfolge zu messen, Keywords zu recherchieren oder die Zielgruppe genauer kennen zu lernen, sind für erfolgreiches Content Marketing unerlässlich. Ist Dein Content Marketing komplett an eine Agentur ausgelagert, kümmert diese sich natürlich darum.

Nach einer Studie des Content Marketing Forums über „Content Marketing in der DACH-Region 2016“ macht Content Marketing übrigens im Schnitt 26 Prozent des Marketingbudgets aus. Die Budgetverteilung Content-Produktion zu Distribution zu Erfolgsmessung liegt bei 50 zu 40 zu 10. Erfolgreiche Unternehmen sehen zukünftig aber mehr Budget in Distribution und Erfolgsmessung.

Wann ist eine Content-Marketing-Agentur der richtige Ansprechpartner?

Reichen das interne Knowhow oder die Kapazitäten nicht aus, ist eine Content-Marketing-Agentur der richtige Ansprechpartner. Die Agentur liefert die Content-Marketing-Expertise und den Blick von außen, Dein Unternehmen kennt aber seine Kunden und Produkte am besten. Eine enge Zusammenarbeit ist deshalb sehr wichtig.

Die Abrechnung erfolgt meist pauschal oder nach Stunden. Stundenpreise können auf Basis des Honorarleitfadens meist zwischen etwa 50 und 150 Euro liegen.

Brauchst Du Hilfe?
Suchst Du eine gute Online-Marketing-Agentur? Wir sind für Dich da!
Wir freuen uns auf Deine unverbindliche Anfrage.

Laptop, Kaffee und Block in einer Content-Marketing-Agentur

Zwischen Dir und Deiner Content-Marketing-Agentur sollte auch die „Chemie“ stimmen.

Was macht eine gute Content-Marketing-Agentur aus?

Eine gute Agentur sollte ein Gespür für Deine Zielgruppe und Dein Unternehmen entwickeln. Sie sollte Wert auf einzigartigen Content legen, der, von fachlich kompetenten Autoren geschrieben, Deine User überzeugt. Auch ein Verständnis für SEO und Keywords sowie Social Media sind Voraussetzung.

Weil ihr eng zusammenarbeitet ist eine gute Kommunikation wichtig. Ein Hauptansprechpartner sollte immer für Dich erreichbar und Redaktionsplan, Feedback- und Korrekturschleifen geklärt sein. Als gute Agentur erfüllen wir natürlich alle diese Kriterien 😉

Diese Fragen solltest Du Deiner Content-Marketing-Agentur stellen:

  • Welche Tools nutzt ihr? Content Marketing erfordert zwar Kreativität, aber auch Strategie. Ohne Tools lässt sich die Strategie nicht begründen und Erfolge nicht messen. Deine Agentur sollte Dir erklären können, welche Tools sie warum nutzen.
  • Wie viele Stunden veranschlagt ihr pro Text? Was kostet ein Text? Wie rechnet ihr ab? Was hier sinnvoll ist, habe ich im Abschnitt oben schon erklärt.
  • Könnt ihr mir einen Beispieltext schicken? Du siehst, worauf die Agentur wert legt, ob es Deinen Vorstellungen entspricht und Du den Preis angemessen findest.
  • Wie steht ihr zu Keywords? Einem Keywordspamming haben seriöse Agenturen schon lange abgeschworen, die richtigen Keywords sind natürlich trotzdem wichtig.
  • Was braucht ihr von mir? „Nichts“ bringt auch Deinem Content nichts. „Ein Briefing, die Content Strategie, ein Konzept, Deinen Input“ – ihr solltet auf jeden Fall zusammenarbeiten. Du weißt schließlich am besten, wer Deine Kunden sind.
  • Woran messt ihr den Erfolg? „Wir messen den Erfolg nicht“ bringt Deinem Content-Marketing-Erfolg recht wenig. Am besten bekommst Du ein monatliches Reporting oder ihr evaluiert regelmäßig gemeinsam die Ergebnisse, um die Strategie stetig zu optimieren.
  • Wie sieht es mit Bildern aus? Bilder in Webtexten sind wichtig. Eine gute Agentur liefert passende Bilder mit, sonst musst Du den Aufwand selbst auf Dich nehmen.

Fazit: Was kostet nun gutes Content Marketing?

Es kommt auf die ganz individuellen Ziele, die Zielgruppe, das Produkt und die Contentformate an. Mach Dir am besten zunächst klar, was Du mit Deinem Content Marketing erreichen willst und hole Dir dann verschiedene Angebote ein.

Steigst Du (natürlich nach der grundlegenden Content-Marketing-Strategie) beispielsweise mit 4 Texten pro Monat ein und rechnest mit etwa 12 Stunden für einen guten Text kannst du schon einiges erreichen. Das wären nur für die Produktion 48 Stunden pro Monat. Weitere 7 Stunden könnten für Planung, Strategieoptimierung und Distribution veranschlagt werden. Also insgesamt 55 Stunden pro Monat für Content Marketing.

Das ist natürlich nur ein Beispiel. Mit einem höheren Stundenaufwand können meist noch bessere Ergebnisse erzielt werden, aber auch mit weniger Stunden kann Content Marketing erfolgreich sein. Es hängt einfach immer von Thema und Zielgruppe ab: Komplexe Themen brauchen vermutlich mehr als 12 Stunden, Inspirationsartikel könnten auch mit weniger auskommen. Andere Formate wie ein Whitepaper oder Video können wesentlich mehr Zeitaufwand erfordern.

Mach Dir klar: Content Marketing ist eine Investition. Und Content Marketing braucht Zeit. Es kann sein, dass die Erfolge erst nach einigen Monaten sichtbar werden, dafür dann nachhaltig. Wenn wir Dich bei Deinem Content-Marketing-Erfolg unterstützen können, melde Dich gerne bei uns!

Bildquellen: © gettyimages/picalotta; © gettyimages/FilippoBacci; © gettyimages/manfeiyang; © gettyimages/ExperienceInteriors;

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Publié le Catégories Marketing de Contenu

🔵⚪🔴 Teaching Writing Requires Leaving Students With an ‘I Can Do It!’ Spirit (Opinion) – Content Marketing


(This is the final post in a two-part series. You can see Part One here.)

The new question-of-the-week is:

What is the single most effective instructional strategy you have used to teach writing?

In Part One, Jenny Vo, Michele Morgan, and Joy Hamm shared wisdom gained from their teaching experience.

Today, Regie Routman, Luiza Mureseanu, and Jeremy Hyler “wrap up” the series.

‘Teaching Writers— Not Teaching Writing’

Regie Routman is an educational leader, mentor, coach, and teacher who is passionate about improving the literacy and learning lives of all learners. For full information on Regie’s many books, articles, podcasts, videos, and resources—and to contact her—go to www.regieroutman.org and @regieroutman on Twitter and Facebook:

Let’s first define what we mean by strategy. Typically, strategy refers to a method and/or intentional action that leads to a desired outcome. I suggest we amend that definition to: A strategy is a deliberate, thoughtful action that contributes to the learner’s positive mindset and competency regarding achieving a desired goal or task.

The latter definition makes the learner central and evolves from a lifetime of teaching and learning in underperforming schools. If we apply that definition, the single most effective strategy to successfully teach writing is: Focus on the writer first and the writing second.

In my most recent book, Literacy Essentials: Engagement, Excellence and Equity for All Learners, I deliberately titled the chapter on writing “Teaching Writers”not “Teaching Writing.” That is because we teach learners; each one is a unique human being. If we want each learner to excel in what we are attempting to teach them, then authentically engaging with the learnernot just the piece of writing—must be highest priority. Here’s why.

Writing can be difficult, messy, unpredictable work—even under favorable circumstances. Because we start with a blank page or blank screen, we feel vulnerable. As writers, we have to conjure up on our own what to put in those blank spaces. It’s scary for many and requires a courageous, risk-taking spirit along with stamina and support. Then add in the social and emotional issues in these uncertain times when many of us—students, teachers, familiesare feeling scared, lonely, and isolated. All of the aforementioned requires we strive to make personal and positive human connections front and center of all teaching and learning, regardless of where the teaching and learning are situated—whether it’s in person or at a distance.

As well, equity issues are now—as they have always been—paramount to expert teaching and joyful learning. Depending on how we teach, respond to, and assess writing, writing can be the vehicle to a learner’s success or an area where we do actual harm. Uppermost in our minds when we confer and interact with a writer must be the goal of leaving the writer intact and hopeful, that is, with a sense of self-worth and an “I can do it!” spirit that propels the learner forward with dignity and energy to do “the work.”

10 Actions and Attitudes That Focus on the Writer Firstand Promote Excellent Writing

Holding high expectations, on the part of the writer and the teacher, is a necessity for the learner to be successful and fulfilled. However, any system, school, or teacher that fosters and/or condones inequitable access to expert teaching and first-rate resources—even unconsciouslyshortchanges students, often permanently. First and foremost, focusing on the writer in ways that promote and encourage competence and confidence requires we create and sustain a personal and caring culture of sensitivity, opportunity, and possibility for every learner.

  • Look for, acknowledge, and celebrate the writer’s strengths.

Regardless of age, the learners we teach need to know we see them as capable. That is, through expert and meaningful demonstrations, shared and guided experiences, and independent opportunities to “try and apply,” we “see,” name, and utilize each learner’s strengths and build upon them. Frankly, it’s difficult for a reluctant writer to fully engage and make a genuine effort to improve in writing or any subject matter without that emotional safety net of ongoing guidance, support, and reassurance.

  • Choose language and actions carefully.

Monitor and silence your critical self. Maintain a mindset that beholds each student’s full potential. Honor the writer’s intentions and efforts. Facing a blank page can be daunting for many, especially our most vulnerable learners. We must make a deliberative effort to leave the writer “whole.” That is, any feedback or stance we take must give the writer the energy, will, and purpose to go on writing.

  • Create a trusting, respectful culture.

An equitable culture includes a peaceful, organized, and safe environment. Avoid “gotcha” moments which deter students from taking risks, such as trying out something new that has not been modeled. Do provide sustained time for writing every day, including sufficient time for revising, redoing, and chances to do better. Students deserve second chances and grace, especially these days when life is so unpredictable for so many.

  • Co-create writing criteria with students.

Knowing the writing expectations in advance—the criteria or traits often referred to as a rubriccan help ensure students’ success. Develop these criteria with students and be cautious not to treat required criteria as isolated skills. That is, view the writing as a whole piece. Rely on the rubric once a first draft is completed, primarily as a way to assess, including students’ self-assessment of their strengths, needs, and next steps. Otherwise, individual indicators/traits can easily become the focus of the writing, for example, when students are told to “work on” one “trait,” which can remove the writer from the writer’s intentions, meaning making, and the “whole” of the writing piece.

  • Encourage an innovative spirit and more choice.

Is the writer courageous enough to reveal his true voice and thoughts? Why not encourage more topic choices along with original formats, ideas, and unique ways of thinking about the writing? With student input, consider, as well, audiences and purposes we may not have considered plus various and equitable ways to assess.

When conferring, when possible, have the student first read aloud his writing or the portion on which he wants feedback. On this first reading, try not to look at the paper, which may be messy and include obvious grammar and spelling issues. Think, focus, and listen: What is the writer trying to say; how can I best support those efforts? Seek to gently guide. Adopt a facilitator stance; encourage the writer to take the lead in the conferring conversation. Become a discerning listener. Listen for the writer’s voice.

  • Honor and respect the writer’s intentions and efforts.

It’s so easy for us to take over and direct students on what to do or even do it for them. If necessary, sit on your hands to avoid writing on a student’s paper when conferring. When a teacher’s marks and remarks predominate on a page so they become the first thing we notice on a student’s writing, the writing no longer belongs to the student. Even with very young students, where we might have difficulty reading the invented spelling, ask the student if it’s OK to write a conventional spelling lightly in pencil.

It’s easier for the writer and the teacher to work on completing a piecerevising, editing, and publishingif the piece is just a page or so. Poetry works well for that, so do book reviews, commercials, memoir snippets, news summaries, rap and song lyrics, about-the-author pieces to accompany a student’s writing, and much more.

Finally, focusing on the writer first means setting editing aside, for now. Even when you are demonstrating writing for your students, focus on the content. Do not stop to say, for example, “I’m putting an exclamation mark here because. . .” Just do it. Writing is hard work. Put all your energy in what you are clearly and succinctly trying to say to your readers and model that for students. I learned that lesson the hard way. When I first started writing books, I would request that my reader-responders remark solely on the content and ignore editing issues. Nevertheless, some readers felt compelled to bring my attention to every error in spelling, punctuation, and grammar. Those “correctness” notations and marks on the manuscript were so distracting, I became convinced that focusing separately on content and ideas is a necessity if we are truly to prioritize the writer before the writing.

thesingleregie

Visual-Thinking Strategy

Luiza Mureseanu is an instructional resource teacher – K-12, for ESL/ELD programs, in Peel DSB, Ontario, with over 17 years of teaching middle and high school students in Canada and Romania:

One strategy that I find generally very effective and engaging for teaching writing is the visual-thinking strategy, used either in cooperative writing or individually. The benefit of VTS comes from the scaffolded supports that will take the learner step by step through the process of writing with the use of visual supports.

Students select from a collection of images and choose one they like for brainstorming ideas. In the case of cooperative writing, all students have to use the same picture to generate ideas, and they start writing collectively about what they see, adding ideas and sentences on each other’s work. Cooperative writing based on VTS is always an effective strategy to use with reluctant writers. Students find it easy to make a connection to the image and to describe what they see. In the process, they go beyond the picture to make inferences and build more content for writing.

The strategy provides a starting point for writing, a framework for paragraph writing, and it can be use for both prewriting and writing process. The VTS is an engaging, easy, and nonthreatening method to get students interested in showing their thinking and express their ideas in writing.

cooperativewriting

‘Being Vulnerable’

Jeremy Hyler is a middle school English and science teacher in Michigan. He has co-authored Create, Compose, Connect! Reading, Writing, and Learning with Digital Tools (Routledge/Eye on Education), From Texting to Teaching: Grammar Instruction in a Digital Age, as well as Ask, Explore, Write. Jeremy blogs at MiddleWeb. He can be found on Twitter @jeremybballer and at his website jeremyhyler40.com:

Being a teacher of writing opens the door for so many possibilities when it comes to instructional strategies. Year to year can be different depending on the group of students that is in front me. Furthermore, each hour can be just as different. It wasn’t until 2010 when I went through the summer institute for the National Writing Project, that I found a strategy that works year after year and with a multitude of students.

Since 2010, I have been a very active teacher-writer. I learned I cannot teach writing unless I am actually doing it myself. So, I take the step of being just as vulnerable as my students are when it comes to sharing writing. In the past, I have gone through the assignment I have given my students and did it myself but in front of my students so they could see the writing process I have gone through.

I want them to see and hear me think out loud. This means putting my writing on the projector and talking to the students as I go through my writing. I have done this with brainstorming, drafting, and revision/editing. By being vulnerable myself and talking through the different steps, my students are more willing to take a chance with their writing and can see that I struggle in certain areas of writing as well. After all, writing is not easy.

Being a published author also is a benefit, too. Throughout the times I have co-authored my books, I have not only shared how my co-author and I work together on a Google Document, but I have shown students where I have had complete chapters written and had to delete them and start over because it wasn’t the direction we wanted to go in with our writing. Furthermore, when I have been given proofs back, I have shown my students the revision and editing process my co-author and I have had to go through. Again, I want them to understand that writing is not easy, and sometimes two rough drafts are never enough.

My students are always amazed at the processes I have had to go through to be published. I tell them that writers need to be able to handle criticism and have the perseverance to get to the finish line. At the conclusion of every writing assignment, I always share a bit of wisdom that was shared with me. I tell them: “Your writing is never done, it is just due.”

itellthem

Thanks to Regie, Luiza, and Jeremy for their contributions!

Please feel free to leave a comment with your reactions to the topic or directly to anything that has been said in this post.

Consider contributing a question to be answered in a future post. You can send one to me at lferlazzo@epe.org. When you send it in, let me know if I can use your real name if it’s selected or if you’d prefer remaining anonymous and have a pseudonym in mind.

You can also contact me on Twitter at @Larryferlazzo.

Education Week has published a collection of posts from this blog, along with new material, in an e-book form. It’s titled Classroom Management Q&As: Expert Strategies for Teaching.

Just a reminder; you can subscribe and receive updates from this blog via email (The RSS feed for this blog, and for all Ed Week articles, has been changed by the new redesign—new ones are not yet available). And if you missed any of the highlights from the first nine years of this blog, you can see a categorized list below.

I am also creating a Twitter list including all contributors to this column.



Publié le Catégories Marketing de Contenu

🔵⚪🔴 Reframing strategic, managed retreat for transformative climate adaptation – Content Marketing


Evolving social norms, technologies, and economies will create futures that fundamentally differ from our world today. Climate change constrains the range of possible futures and affects the level of transformation societies will experience. Extreme humid heat (1), limited freshwater availability (2), wildfire (35), sea level rise, and flooding (610), among other climate-exacerbated hazards, threaten relationships among people and places, the persistence of human settlements, and even human survivability in some locations. The extent of climate change, and how societies respond, will depend on which risks people decide not to tolerate and which values—and whose—are prioritized (1114).

Numerous adaptation actions—often categorized as resistance, accommodation, avoidance, retreat, and advance (7, 15)—can address climate risks. Resistance reduces exposure by armoring or keeping hazards at bay, whereas advance builds into hazardous areas (e.g., through land reclamation). Accommodation measures such as infrastructure elevation or warning systems reduce sensitivity to hazards. Avoidance limits new development in hazardous locations, and retreat removes people and assets from hazardous places after development has occurred. Each adaptation action represents a distinct value-laden decision about what to preserve, purposefully change, or allow to change unguided (16). Retreat has often been viewed as a failure to adapt or considered only when all other options are exhausted (12, 1721). But this conceptualization ignores lessons from numerous disciplines drawing on a long history of human movement and limits adaptation researchers and decision-makers in preparing for a broad range of futures.

The term “retreat” refers both to autonomous relocations and to coordinated movements supported by governments and organizations at multiple scales (17, 22, 23). Relatively modern social institutions, such as borders and policies designed for a climate assumed to be unchanging, now hinder rapid relocations (14, 2426), but throughout history, people have moved and retreated in response to climate (27, 28). Retreat occurs today in the face of relatively moderate climate change (17, 23, 29, 30). In the future, retreat will be a component of many climate-driven transformations that involve fundamental shifts in societies. Whether as a minor element or a substantial factor in portfolios of response, history suggests that movement will occur (Fig. 1).

Retreat can be more effective at reducing risk, more socially equitable, and more economically efficient if it is managed and strategic—i.e., if it is designed and executed in ways that promote broader societal goals (30, 31). Serious consideration of retreat, even if subsequently rejected, can help communities articulate why remaining in place is a core value, what costs they are able to endure or what opportunities they can forego to remain in place, and what responses sustainably support individual and community priorities (7, 14, 32). Achieving this potential requires a reconceptualization of retreat, not as failure to adapt or last resort but as an adaptive option that can proactively support social values through a plurality of specific measures.

In this Review, we draw on empirical and theoretical literature to argue that societies will adapt more effectively and equitably—as evaluated against the values of individuals, communities, and societies—if they consider the potential role of strategic, managed retreat. We (i) outline ways in which strategic, managed retreat diverges from past practice; (ii) reframe two often-posed questions to demonstrate how a reconceptualization of retreat drives a value-informed and radically interdisciplinary adaptation science agenda; and (iii) discuss the role of retreat in creating adaptation visions and pathways that bridge the chasms between the present and long-term resilience.

Strategic, managed retreat differs from past practice

To date, managed retreat projects have been largely incremental, minor adjustments implemented using a handful of policy tools, guided by a limited set of social values, and small scale in their contributions to climate change adaptation (15, 23, 33). For example, in the United States, voluntary home buyouts have helped ~45,000 families move out of flood-prone homes over the past 30 years; this represents a tiny fraction of the millions at risk and is fewer than the number of homes experiencing repeat flood damage and the number of new homes built in floodplains. Buyout programs often affect just a handful of households within a flood-prone community, while simultaneously raising equity concerns about who is offered buyouts and how they are treated in the process of relocating (19). Around the world, retreat programs frequently involve relatively few people, compared with the number of people at risk, and are disconnected from larger strategies for climate adaptation (17).

Although many retreat programs have reduced risk exposure and economic losses, their effects on broader individual and social goals are contested (7, 14, 21, 29). “Successful” retreat will be defined differently by diverse stakeholders and may change over time and across contexts (11, 13, 34). Nevertheless, the literature offers key areas for improvement, which we review in turn below: (i) proactively envisioning managed retreat as a feature of climate-driven transformations, (ii) engaging a diversity of approaches for strategic retreat, and (iii) coordinating across disciplinary and governance silos to connect societal priorities. We posit that these changes have not occurred because addressing them requires difficult systemic and structural adjustments and because retreat has not yet been adequately prioritized despite substantial efforts of some communities, practitioners, and researchers to overcome the barriers. Nevertheless, there are reasons to believe changes may yet occur.

Retreat as a feature of transformations

Retreat has figured into disaster risk management and adaptation portfolios largely as a deprioritized, politically perilous option (7, 15, 20, 32, 33), in part because the motivation in most cases has been to avoid transformation: to enable people to continue living where and how they have in the past. Yet as climate conditions shift outside the bounds of historical human experience, the need for transformational adaptation that fundamentally alters systems will likely increase (5, 9, 11, 14, 35, 36). Societies will shape how they transform and what tools they use, depending on the evolving values they prioritize (e.g., economic growth, social justice, environmental health, cultural heritage, and public safety).

Most climate-driven transformations will involve some degree of retreat in combination with measures to resist, accommodate, avoid, or advance (Fig. 1) (19, 22, 35). New or cheaper technologies may keep high waters out of coastal settlements for longer periods (9, 37), enable inhabitants of wildland-urban interfaces to better live with fire threat (38), or support outdoor work in locations where extreme humid heat exceeds human physiological tolerances (1). However, even where technological solutions work and predominate—in creating floating settlements, encircling cities with storm or fire barriers, or enclosing workers in chilled suits—some retreat will occur to create room for technological adaptations or to increase their potential (Fig. 1). In other transformative futures, retreat is likely to become a core component rather than a supporting element. The extent and nature of retreat will depend on progress, breakthroughs, and constraints that shape myriad forms of adaptation (7).

The diversity of strategic retreat

Retreat to date has taken multiple forms, such as mandatory resettlements of communities and home buyouts post-disaster (17, 23, 29, 39), but managed retreat can take even more forms (14, 22, 28, 30) such as restrictions on rebuilding in hazardous locations; setbacks limiting development near areas prone to erosion, flooding, or wildfire; downzoning encouraging decreases in asset exposure over time; easements supporting ecological conservation and risk reduction; or community relocation (40, 41). Empirical studies on managed retreat note the need to tailor programs to local contexts (7, 15, 29), and increasing the types of retreat drawn upon is essential for adaptation that effectively manages current, much less future, climate risks (42).

Practitioners are experimenting with retreat policies, and retreat in the future will likely combine social, financial, legal, engineering, and conservation innovations (Fig. 1) (7, 19, 22, 41). Future retreat could involve more frequent or bigger applications of existing practices (36). For example, future strategic retreat could be extremely targeted to small, specific locations that create space for systems of retention ponds and pumps or downsize asset exposure in fire-prone locations (7, 14, 38). Practitioners and communities are already finding innovative ways to use small parcels of open land created through targeted buyouts (43). In some cases, strategic retreat might shift the core of a city, preserving the general location of the city while relocating neighborhoods. In others, such a rolling shift may be of limited utility, and strategic retreat might entail massive deployments, such as moving an entire city or converting roadways into lakes and canals, removing farms and shifting into aquaculture, or restricting power lines to a more limited set of fire-proofed enclosures (36). Managed retreat projects have helped people move as individuals by providing job training to facilitate migration, have relocated whole communities by constructing new towns nearby, and have developed new communities for people arriving from multiple locations (30, 44). Programs have attempted to promote social justice by prioritizing voluntary choices and social support. They have aimed to maintain cultural heritage through relocation or documentation of cultural resources or to use newly open land effectively by establishing community gardens or endangered species habitats. Future managed retreat programs may engage these aims even more directly; for example, by addressing historic forced resettlements through reparations, preserving cultural sites, or facilitating ecosystem migration.

How retreat occurs will depend on the nature of the hazards to which it responds, their intensities, return periods, temporal and geographical trends, and the potential for other adaptation options to reduce risk (1, 4, 6, 38). For example, wildfires affect communities through both fire and smoke, which threaten people in varying ways at differing geographic scales and with variable recurrence frequencies. Because most retreat to date has occurred in response to flooding, future retreat in response to a wider range of threats is likely to inspire novel forms and innovations (9, 14, 38, 45). Future retreat may also increasingly result from slower-onset trends, such as continuing subsidence, recurrent high-tide flooding, permafrost melt, groundwater salinization, or desertification (2, 7, 19). Proactive retreat, planned before slow-onset changes severely threaten lives, livelihoods, and other things people value, is likely to be more effective and to reduce the psychological, sociocultural, and implementation burdens of retreat (19, 28, 42).

Coordination across silos

Retreat to date has focused on reducing risks and economic losses, responding to disaster impacts, or creating habitat—values defined by a narrow set of stakeholders and often disconnected from other societal objectives such as cultural or community cohesion, livelihoods, ecosystem health, and housing security (21, 29). In the future, strategic, managed retreat must attend to a more extensive set of goals and stakeholders, from localities where retreat occurs to regional, national, and international communities involved in funding and implementation (17, 19, 33). In practice, achieving strategic retreat has been very difficult. Most managed retreat programs have lacked a holistic plan (17, 39), and retreat efforts with strategic plans have been stymied by systemic implementation barriers and siloed governance systems (23). In rare cases such as the relocation of small towns away from flood-prone rivers or coastlines, retreat has promoted more holistic values, providing hope that strategic retreat could become more common.

Climate adaptation in unambiguous forms such as managed retreat raises multitudes of existing societal challenges, such as inadequate housing, energy access, or immigration law (17, 19, 28). For example, perhaps more than any other adaptation strategy, retreat has generated debate and discord related to equity (7, 14, 21, 28). Categories of concerns include the locations where governments make (or do not make) managed retreat available; failures to recognize historic injustices shaping current conditions and stressors; lack of transparency, fairness, or voice; retreat processes or outcomes compromising the capabilities of people; or insufficient consideration of ecosystems (17, 29, 39, 46, 47). Equity considerations will be magnified as increasing climate change disproportionately affects low-income regions, marginalized populations, and future generations that have contributed little to cumulative greenhouse gas emissions and may less readily finance and pursue responses (25, 34, 35, 48, 49). Equitable approaches to retreat require considering social justice in both the outcomes and process of retreat: Transformations are inherently political, and without deliberate approaches, they risk exacerbating historic wrongs (7, 12, 25, 29, 48, 50). Future strategic retreat could be a proactive process for addressing inequities; opening up opportunities; grappling with climate losses; and holistically supporting health, well-being, livelihoods, and security (12, 13). For example, over decades and centuries, governments in many regions have displaced marginalized communities, including Indigenous peoples and racialized groups, and have failed to equitably serve them; where these communities now face immense climate risks, strategic retreat led by these communities could be a proactive process for recognition of historic injustices, reparations, and reconciliation that supports social healing. Achieving equitable, strategic retreat requires innovations, learning, and substantial deviations from the past.

Multiple levels and agencies of government, the private sector, and individuals all must reckon with the impacts and losses associated with climate change and adaptation (7, 13, 24, 42, 45, 51). Retreat, as for much of adaptation, cannot be siloed (14, 21, 25), yet mainstreaming into ongoing decision-making involves pervasive, structural challenges. Sociopolitical and cultural barriers to transformative adaptation may be particularly salient for retreat because of its stark deviations from prevalent norms. Major efforts are underway to address these challenges for adaptation generally—by building capacity, increasing funding, raising awareness, and developing decision-making tools—and these efforts to facilitate equitable, transformational adaptation will make strategic, managed retreat easier (though not easy). Reforms are more likely to facilitate strategic, managed retreat if it is seen as a viable or even desirable adaptation option, rather than a fate to be avoided (19, 21, 28, 51), but how communities and decision-makers might be inspired to reconceptualize retreat is an open question. In the following sections, we make two suggestions: (i) changing the way retreat is researched and evaluated to enable clearer comparisons to its alternatives and complements; and (ii) engaging in bold, long-term visioning of adaptation futures to help stakeholders identify which aspects of the present should be preserved and which should be actively changed, perhaps through retreat.

Adaptation science for strategic, managed retreat

Research on managed retreat has not adequately answered numerous questions that are critical in reshaping how and why retreat is considered by practitioners and communities. We argue that greater progress can be made by reframing existing questions, by asking a broader set of questions, and by engaging with a range of connected disciplines. To demonstrate, we reframe two questions often asked about retreat and identify several unanswered questions that need greater attention.

Where will climate retreat occur?

The question of where retreat will occur as a result of climate change is frequently posed. This underscores a crucial but often underappreciated distinction: Unmanaged retreat as a default that occurs when other options are absent is fundamentally different from managed retreat as multiple tools strategically deployed in pursuit of desired futures. There are at least two important reframings of the question: (i) Where will resources be allocated to prevent unmanaged retreat? and (ii) Where will strategic, managed climate retreat occur?

Adaptation resources are finite, and decisions about where to resist, accommodate, advance, and manage retreat are therefore also choices about where to allow unmanaged retreat (Fig. 1). Mapping where unmanaged retreat will occur requires numerous assumptions about the types and magnitudes of climate impacts that cause relocation, capacities to invest in alternative adaptations, future development patterns, and local goals. Estimates of sea level rise displacement by 2100 range from 88 million to 1.4 billion people, depending on whether the estimate assumes that all people in low-elevation coastal areas will be affected or only people in areas permanently inundated or historically flooded (14). These numbers could be substantially lower, depending on how much shoreline armoring or infrastructure elevation occurs and how effective those strategies prove. One analysis estimated that, for 13% of the world’s coastline, armoring is an economically robust adaptation strategy to minimize total costs of sea level rise, and for 65% of the global coastline, allowing unmanaged retreat minimizes total costs (7, 35). The geographic disparities are notable, with shoreline armoring primarily in high-income countries and unmanaged retreat economically implied for small islands and rural coastlines. Notably, these estimates assume that retreat requires little or no public expenditure and occurs when resources are not available for other options.

Attempting to estimate where retreat will occur on the basis of where other adaptation strategies will not occur frames these approaches as alternatives when, in reality, retreat intermingles with armoring, accommodation, and advance measures (15, 39). Even in places where armoring is the economically robust decision, retreat is likely to occur to create space for infrastructure or floodplains (Fig. 1). Moreover, individual and community decisions about whether to remain or retreat are not exclusively driven by risk exposure. People decide to relocate for many reasons: e.g., risk perceptions, place attachment, social norms and networks, livelihoods, institutional responses, resources and capabilities, and opportunities available elsewhere (14, 18, 26, 32, 52). To identify a place where retreat will or “should” occur purely on the basis of exposure to hazards or economic efficiency is to erase the lived experiences and factors central to relocation (12). In fact, identifying places where retreat “should” happen may inspire public resistance or investments to avoid retreat in those very places (47). Instead, asking where unmanaged retreat can be prevented creates agency: It highlights that unmanaged retreat can be limited through deployment of in situ adaptations and managed retreat.

The second way to reframe the question of where retreat will occur is even more difficult: “Where will strategic, managed retreat occur?” or, to be more precise, “Where and in what forms will managed retreat support futures desired by the populations involved?” Answers to this question require understanding of the full set of societal goals to be pursued and the transformative pathways that could promote them (Fig. 1). These determinants of strategic, managed retreat, both priorities and processes, cannot be readily mapped or deduced at large scales to provide probabilistic, geographically explicit estimates. Even if they could, the ways in which people relate to place, their aspirations, and the values they ascribe to mobility or stability will be dynamic through time and sometimes contradictory (13, 53). Assessing future needs for managed retreat requires integration of compound-hazards climate science; studies of dynamic socioeconomic development and migration; techno-economic evaluation of engineering solutions; and analysis of sociocultural, psychological, political, institutional, and financial factors central to the viability—or lack thereof—of protecting societies in place as climate risks increase (14, 37, 52). Where retreat will occur is a beguilingly simple question that requires advances across adaptation-relevant disciplines and adaptation options.

Is retreat beneficial or harmful?

Climate-related transformations and adaptation are all about change, which involves losses and gains, sometimes for different groups (e.g., creating winners and losers) and sometimes both simultaneously for a given person, household, or community (12). In this regard, retreat is exceptional but not unique among adaptation approaches. Dialogues and debate about relocation, however, frequently hang on whether retreat is a benefit or a harm: whether or not it was a “success.” The more powerful framing is, first, whether the benefits or harms of managed retreat are greater or lesser than for other actions and, second, how retreat can be managed to maximize benefits and minimize harms.

This reframing explicitly acknowledges that retreat intrinsically creates opportunities and losses simultaneously (12). Compassionate, proactive implementation of managed retreat must therefore recognize the incommensurability of some losses and the importance of engagement with them (13, 42). Insights from the emerging science of climate change loss underscore the importance of recognizing the changing relationships among people and with places, the necessary and dynamic trade-offs among valued things, and the contested power relations that prioritize some people’s losses over others’ (7, 13, 52).

Crucially, transformation affects many intangible values—such as sense of belonging or identity, shared histories and heritage, or the intrinsic value of biodiversity—which are difficult, if not impossible, to measure and therefore generally overlooked (52). A situated approach to retreat reflects context and the narratives through which needs and non-substitutability are explored, and it is implemented by or with those who are affected (28, 44, 48, 50). For example, through community partnerships and citizen science, threatened heritage sites can be monitored, records created, and losses acknowledged and memorialized (54). Intentionally loosening attachments with a given place and context, choosing elements to retain, and proactively forming new relationships in another location can reduce pain and enable people to work through loss and grief in adaptation and retreat (12, 13, 51).

The methods by which decisions to retreat are made, at individual or collective levels, are important. Having control over their destinies is essential in people’s identities and relationships with place, yet further research is necessary to understand how retreat decisions are best made and how power dynamics affect how retreat conversations should be initiated—for example, with governments offering retreat or as grassroots efforts emerging from community requests (14, 19, 33, 46, 51). Voluntariness of retreat is often assumed to maximize benefits and minimize losses, but empirical work is needed to explore exactly what voluntariness entails. Is it enough that retreat is the best financial option available? Or does voluntariness require something more, and if more, what? Should a person suffering solastalgia [the pain of watching an environment change and degrade (55)] and unable to reclaim the old community be helped to move? Whether households and communities have the resources and capabilities to adapt in place, retreat on their own, or adjust to a new location may also influence perceptions and limits of voluntariness (12, 21, 29, 49). Numerous communities are likely to require assistance in managing strategic retreat, so who should pay, and how should decision-makers prioritize allocation of resources? Research is also essential for enduring questions of how to address historical injustices that have shaped who is at risk from current and future climate-related hazards (25, 29, 48).

Concerns about retreat, as both beneficial and harmful, should be asked about every type of adaptation, especially transformational adaptations that fundamentally alter systems. Academic evaluations of managed retreat tend to consider a fuller range of harms and benefits—e.g., how retreat affects identity and connection to place, agency, equity, and property rights, leading to harms even where flood risk has been reduced (7, 14, 15, 21, 28, 29, 37)—than government agencies’ evaluations of managed retreat and other adaptation options. Protective structures, such as levees, can alter place attachment when they fundamentally change a community’s layout or reduce access to open spaces, but it is relatively uncommon to consider the implications of in situ adaptation for place attachment (52). Remaining in a place that experiences environmental degradation can cause painful emotions as relationships with that place are altered (55). Practitioners frequently ask how retreat can be financed, and the same question applies to how in situ adaptation approaches will be financed, who will pay, and whether the costs and benefits are equitably distributed. Comparing the answers for retreat with those for other adaptation approaches provides much more information than asking about retreat in isolation. Future research can help communities and decision-makers consider retreat more carefully by comparing opportunities and losses across the full portfolio of options, including resistance, accommodation, advance, and avoidance as well as retreat (15).

Other unanswered questions

Retreat, as for most transformational adaptations, forces consideration of difficult questions that have far-reaching implications for numerous disciplines and areas of adaptation practice. How can agency and mental health be maintained under climate-driven transformations (1214, 42, 52)? What engineering innovations will be needed to support infrastructure that is permanently inundated, sited on melting ground, or repeatedly exposed to wildfire? What are the economics of retreating versus staying in place, where mismatched incentives or risk perceptions lead to market failures? What are the legal implications of a country that loses its territory (14)? How might local jurisdictions be merged? Supporting societal deployments of strategic, managed retreat requires advances in adaptation science and should draw from the vanguard of political science, economics, migration studies, sociology, and cultural heritage studies, among other fields.

Implications for adaptation now

Most climate adaptation to date has been small scale and short term, involving minor modifications to standard practices such as planting crops earlier in the season or building floodwalls to address storms (56). The level of ambition and innovation in adaptation falls substantially short of the challenges posed by current, much less future, climate risks (7, 56). Designing bold, innovative, and adequate adaptation strategies, including retreat and other transformational options, involves both motivating visions (i.e., future states that represent the goals and values of the people adapting) and pathways (i.e., series of steps that connect present actions with possible futures). Incorporating retreat into these visions and pathways will require widespread implementation of acknowledged best practices from adaptation science and innovations from other disciplines.

Adaptation visions

Adaptation science can tap bolder visions and pathways by implementing lessons learned from design-thinking and planning and by integrating insights from a range of social sciences and the arts. Methods such as scenario analysis and iterative, participatory deliberations geared toward decision-making under deep uncertainty (7, 19, 45, 57) are frequently used in adaptation, although not consistently in accordance with acknowledged best practices. For example, planning activities that consider how the future may unfold too often constrain the range of futures being considered or do not represent the values of the participants. Approaches from architecture, design, environmental engineering, anthropology, archaeology, climate fiction, futurism, and security assessments, which are increasingly considering climate change, can offer rigorous, structured ways to question assumptions, generate creative ideas, and explore opportunities in future visions or scenarios (Fig. 2) (5862). Disciplines central to social change can help people trust and use climate science in envisioning the futures they want to pursue through adaptation. Artists visualize the consequences of climate change through installations, such as lights representing future tidemarks (60). Climate fiction imagines dystopian and utopian visions of the future and pathways leading to beneficial change (61). Divides drawn between science and the arts blur when scientists consider future social conditions (e.g., the shared socioeconomic pathways) and related narratives (62).

Fig. 2 Future visions for retreat in transformational adaptation.

(Left) A floating city; (right) urban green space. These images illustrate the creativity that can be applied in imagining different relationships between people and places. We are not advocating for either of these visions, specifically. Rather, creatively imagining futures beyond the constraints of the present in equitable, participatory processes can enable new ideas, individually and collectively, about how to stay in place or how to preserve communal practices, cultural well-being, and other valued attributes even where retreat or other climate-driven transformations occur.

Credits: (Left) OCEANIX/BIG-Bjarke Ingels Group; (Right) Stefano Boeri Architetti, Vertical Forest Nanjing Render

Creating visions of the future to guide adaptation should not be a top-down process. Effective processes can reduce political polarization, involve marginalized groups, address historic wrongs, situate local concerns within broader contexts, highlight interactions and interdependencies within and across systems, and collaboratively construct future visions (7, 33). Expanding the option set depends fundamentally on participant goals, and the process of eliciting and constructing these goals is inherently interactive. Listening across political differences or documenting a community’s reality and valued attributes through photos or videos, as well as future storylines, heritage discussions, and participatory mapping, can be (and in some cases is being) used to create space for conversations about losses and damages, justice, culture, and curative and adaptive approaches for the future (19, 45, 54). Dialogue in such interactions supports open-ended consideration of what is valued and how creative options could preserve relationships under change and support the collective good (13). Iterative consideration of goals is crucial because visions for the future evolve through time, including through the process of adaptation itself (53).

Dynamic adaptation pathways

Articulating and pursuing visions can lead to harms as well as beneficial outcomes (53), and top-down or overly techno-optimistic visions, in particular, may continue colonialist, autocratic, or otherwise unjust traditions. Some of these concerns can be mitigated through participatory visioning processes. Other concerns, especially those about unintended harms, may be addressed by developing flexible pathways: steps bridging the present and future that allow for and even encourage revision (7, 45, 57). Current choices create path dependence and potential maladaptation, equally through conversations that are not happening right now as through those that are (20, 22). For example, conversations about how to help shrinking settlements thrive or how to address historic injustices may be crucial for future adaptation responses, and these options may be limited because such discussions are currently inhibited by social or political risks. Key features of effective adaptation processes and decision support therefore involve: (i) flexible, diverse responses that can be adjusted through time; (ii) active monitoring and evaluation to guide necessary changes along the way; (iii) integration of local, Indigenous, scientific, and other scholarly knowledge to assess context-specific risks; and (iv) meaningful public deliberation to promote learning, consensus building, conflict resolution, and fair and just responses (7, 20, 24, 28, 45, 48, 50, 57).

Retreat in adaptation visions and pathways

Retreat offers a valuable set of tools for both creating visions for adaptation (i.e., articulating goals and values) and navigating flexible pathways. Creative processes such as design often begin by considering wide ranges of possible options before narrowing down, encouraging participants to question assumptions and ignore limitations (59). Many large-scale adaptation strategies will involve managed retreat, as either a central feature or a minor but critical component, so refusing to consider managed retreat as a possibility limits the options available and the range of possible outcomes (Fig. 1). Thinking outside the box requires a willingness to embrace change, or at least to think critically about which elements of the current system should be maintained and which should be purposefully altered. Retreat—even discussion of the potential for retreat—engages some of these difficult conversations.

Our goal in authoring this article is not to suggest that managed retreat will be the optimal adaptation in any given place, but to encourage serious consideration of retreat in climate-related transformations: to better understand why remaining in place is a core value; which valued relationships should be maintained in adaptation portfolios; and what costs communities are able or willing to endure, or what opportunities they can forego, to remain in place. Early conversations about managed retreat—and where, when, and why its use could be considered acceptable (or not)—substantially increase the likelihood that future climate retreat will promote societal goals.

Adaptation visions have the potential to be bold, in pursuit of futures prepared for climate shocks that promote social justice, improve quality of life, and foster stronger relationships between peoples and between people and nature. Retreat is controversial because it challenges the status quo and has potential to cause major and inequitable losses. Conversely, retreat has enormous potential to inform adaptation precisely because it challenges the status quo, raises difficult questions about justice, forces people to confront the inevitability of change, and encourages people to make mindful choices about trade-offs and losses in the futures they pursue. Strategic, managed retreat may not be implemented in many places. Yet bringing it into adaptation conversations now, despite (or even because of) its complexities, creates better chances of long-term, sustainable well-being under intensifying climate risks.

Acknowledgments: We thank E. Hartley for graphical illustration and J. Niemann for formatting of references. Funding: The University of Miami Rosenstiel School of Marine and Atmospheric Science and Leonard and Jayne Abess Center for Ecosystem Science and Policy provided funding for this work. Competing interests: The authors declare no conflicts of interest.

Publié le Catégories Marketing de Contenu

🔵⚪🔴 Difference between web and mobile apps for startups? – Content Marketing


You have got the best startup app ideas and want to run a business around it, but are confused about choosing a web app or mobile app.

Is it the case with you too???

If you’re like most business visionaries, like when the seed for app development is planted in your thoughts, it feels practically difficult to contain your excitement. A surge of potential possibilities and plans begin streaming and you end up saying “this will be the big app.”

As technology for both mobile application and web application for startups have developed quickly, organizations fall into the dilemma of picking the right medium to achieve target users. There are circumstances in which organizations can develop either a web application or a mobile app for startups because of budget constraints.

In any case, most business people don’t have an idea about the difference between mobile and web application development. They are also clueless about what effect the business will have while choosing either of them. Thus, we are bringing a detailed app development guide for startups to help the entrepreneurs reach their goal.

Here are some facts about the app development for startups usage and conversion rates.

According to Insider Intelligence, the majority of mobile time is spent while connected to the internet. The US adults are estimated to spend more than 4 hours on average on the mobile internet, with 88% of that time within apps. The app percentage is forecasted to increase year over year.

Average Daily Time Spent in the US (App vs Browser)

Another study conducted by the TOP 30 PWAs report states that, the average conversion rate for progressive web apps was 36% higher than the one for native mobile apps.

revenue

The main reason behind this is due to a curious phenomenon called the “mobile revenue gap”, which is explained by Tom Karwatka, CEO at DivanteLTD,

Table of Contents

Definition of Web App Vs Mobile App

Choosing Web Apps vs Mobile Apps

How To Build A Mobile App For Startup?

Factors To Consider While Confused In Web Apps Vs Mobile Apps

Cost Of App Development for Startups

Wrapping Up

Moving on, let’s start by understanding the definition of mobile application and web application for startup.

Definition of Web App Vs Mobile App

What is a Mobile App?

We know what mobile apps are and have downloaded them as well. Here is a quick description. Any application that can run on a handheld or mobile phone (like a smartphone or tablet) with a function of offering support to its users is known as a mobile application.

What is a Web App?

Web Application is a self-supporting software that totally runs on the web browser. It is not required to download and install on computers of the end user. With the changing web application development, it can span over different pages or be limited to a single page.

Choosing Web Apps vs Mobile Apps

 Picking between web app vs mobile app for startup is typically a daunting task, especially when it is for startup. To start with, you can begin by comparing the benefits and limitations of both.

Let’s begin!

Benefits Of Web Apps

Web app

Discoverability

The greatest benefit you get with a web app vs mobile app for startup is the capacity for individuals to find content more effectively online. Basically, individuals don’t go onto the App Store or Google Play and search for things in a similar way they do on Google.

For example, you wouldn’t go to the App Store and search “pet stores close to me”.

As per reports, individuals roughly do 39.2 billion searches on Google each week.

Another report states that the App Store searches are around 500 million every week. This clearly states that applications are not intended to overwhelm everyday search inquiries, yet the insights are stunning.

Affordability

It is cheaper to develop apps for the web as compared to mobile apps. One explanation is that iOS and Android have distinctive native features and functionality requirements that best app developers for startups need to account for and test completely. Likewise, unique device types and screen sizes require more custom coding, which can be tedious, time consuming, and demands a more significant level of expertise.

So you must be thinking, how does this make web advancement more reasonable?

You should know that the attempt to design, program, and improve pages for mobile applications is more time consuming for a development team than web. While web apps usually have to account for desktop as well as mobile views, responsive website composition has become an industry standard with a lot of well-maintained resources, libraries, and answers accessible online to help with this.

Accessibility

With a web app startup development you get the prompt advantage of being accessible on any device. Like discoverability, the ability for individuals to have the option to discover and access your content on any device type associated with the internet is a big benefit.

Like mobile apps, web apps don’t need storage space or getting discovered for downloads. With good content people can easily find your website online, click on the link and they are in your website.

With recent information showing that most individuals don’t download new applications consistently, as a startup your smartest option is to put resources into a web application- something that individuals are more able to evaluate first or even find organically through an online search.

Avoid Developer Fees

Maybe nothing is more quarrelsome in the app development for startups industry than the famous 30% revenue cut that Apple and Google take on application deals, incorporating subscriptions and in-app purchases (IAPs).

Since Apple and Google’s fee structure is so extravagant and disputable, this is one of the main reasons that startups should be aware of what charges they can anticipate. In case you’re on a limited budget, considering to cover an extra 30% expense for revenue share charges can be daunting particularly in the event that you’re relying upon recurring income in a membership model.

As a developer your smartest option is to simply do what needs to be done and factor in an extra 30% expense or more into your pricing structure. Or for more suitable reasons, develop a web application and stay away from these charges!

Easy to Update

Did you see a typo error on one of your web application pages? If you see what do you do?

Not a big deal, you simply fix the error, push the changes live and visitors will see the correct spelling. In any case, with a mobile app, the updating cycle is more burdensome. To build a mobile app the process goes like this, first you’ll have to fix the typos and upload a build to App Store Connect or Google Play Console, then you have to test the alpha or beta versions completely, and  finally submit your update for survey.

Your application update will generally go live between 24-48 hours after your submission. Not horrible, but rather still a drawn out process as compared to a web application that will automatically update itself! Now it might be easy for you to figure out the benefits of web apps.

Disadvantages of Web Apps 

Does not work offline

  • Web apps don’t work offline. But even though offline execution is supported with PWAs the execution is not promised all times (meaning it is very limited).

Slower than mobile apps

  • Web applications function and work slower as compared to native desktop apps and mobile apps.

Less advanced in features

  • May not be as discoverable as mobile apps as they are not listed in a specific database, such as the app store.

Quality and Security

  • In this mobile and web application development guide, you will know that the quality and security is guaranteed in web apps, as it doesn’t need to be approved by the app store.

Benefits Of Mobile Apps

mobile app

Personalization

Mobile applications consider end user’s preferences dependent on their concern and interests. The mobile app for startups suggests customized content built on preferences while websites can’t give personalized data like a mobile application. This is one significant advantages of mobile apps that makes it more easy to use.

Work Online and Offline

When we say numerous applications work in offline mode, then this implies that they work without connecting to the internet and can offer the necessary services to the users while websites need an internet connection to load and access data. It is one of the significant benefits of mobile apps over websites. 

Convenience

As indicated by research, users invest 18 times of their time in mobile applications than on websites based on mobile versions. They additionally perform more unique activities in them, that is, they change to pages, view point by point data, etc. Also the mobile app development for startups with Flutter is trending with the use of a single code base for multiple platforms.

Faster than web apps

Mobile applications are somewhat quicker than websites. These advantages of mobile apps lets users consistently prefer to utilize applications for any use as opposed to a website. As the applications store their information locally so it provides a somewhat quick information availability experience to the end-users.

Safe and secure

Mobile apps integrate with the device’s current security features to give better security to the clients. Within smartphones, safe access, sharing of information with a significant degree of security can be done.

Disadvantages of Mobile Apps

Support and Maintenance

  • Regular bug fixes and updates are required in mobile applications. In mobile applications, users need to download and install new updates.
  • In mobile websites the updates are executed automatically without requiring any user contribution.

Compatibility

  • Everyone realizes that mobile applications are created from scratch, which makes the development process big and time consuming.
  • Along with this, a couple of devices don’t support mobile applications on account of different platforms or various versions.

How To Build A Mobile App For Startup?

Successful mobile apps for startups are more expensive to create than web applications, and on the grounds that they are platform specific, launching an application across various platforms essentially implies beginning from scratch in place of design and development. Nonetheless, they are a lot quicker, and will in general be more advanced as far as features and functionalities are concerned.

Native mobile apps are developed and assembled utilizing specific dialects and Integrated Development Environments (IDE) depending upon the intended platform. Apple devices run on the iOS native operating system, so Apple applications are developed utilizing either Objective-C or Swift, and the Xcode IDE.

Native applications for Android are written in Java and are regularly fabricated utilizing the Android Studio or Eclipse IDE.

Apple and Google additionally provide their own development tools, interface components, and programming development packs (SDK) which engineers can use to build a mobile application.

How Long Does It Take To Build A Mobile App

How Web Apps Are Developed?

Web apps tend to be built using JavaScript, CSS and HTML5. Unlike mobile apps, there is no standard software development kit for building web apps. However, developers do have access to templates. Compared to mobile apps, web apps are usually quicker and easier to build — but they are much simpler in terms of features. If you’re interested in learning HTML, CSS and JavaScript, take a look at this free set of web development tutorials.

Web applications will in general be assembled utilizing JavaScript, CSS and HTML5. Not at all like portable applications, there is no standard programming advancement unit for building web applications. Notwithstanding, designers do approach formats. Contrasted with portable applications, web applications are generally speedier and simpler to assemble — however they are a lot less difficult as far as highlights. In case you’re keen on learning HTML, CSS and JavaScript, investigate this free arrangement of web improvement instructional exercises.

How many hours does it take to develop an app

Factors To Consider While Confused In Web Apps Vs Mobile Apps

What does your market research uncover?

What you need to comprehend is that you are going to bring something new to the market. So generally, there will be risk implied in it. Individuals may like what you’re selling and they may not. So it is vital that you direct careful market research or surveys prior to making any big commitments or investments. What you require is to:

  1. Ensure people need the solution that you’re providing.
  2. Know the user’s behavior.

Click here to know

Do you need a phone’s native features?

By native features we mean mobile hardware features like camera, speaker, and mic. You should be in a position for your best startup app ideas that you could respond to these two inquiries:

  • Will you store a device’s current location?
  • Is it required to utilize a mobile’s features like camera, mic, and speakers?

Assuming the response is yes to both of these questions, then it is better to opt for a native mobile app for startups. Presently, developers can develop a web application which can utilize a mobile’s native features, yet they do not improve the solution, and instead make it messy and moderate. Besides, some smartphone platforms limit web apps from utilizing certain native features just like iOS does with geo-notifications.

Do you need to personalize the user experience?

Personalization is best done on native or hybrid mobile applications, as they permit you to introduce unique experiences and customized functions to specific users, instead of a wide, one size fits all experience for everybody.

For example, Spotify, adopts a profoundly customized strategy by giving users a unique content (in this case- it is Discover Weekly) and recommendations. This is a totally determined algorithm that is dependent on both the individual users’ behavior and accumulated information which permits Spotify to analyze and predict trends across its whole user base.

Personalization can likewise take advantage of hardware features, for example, area services. In 2015 Spotify broadly partnered together with the Nike+ Running application to produce playlists based on the users’ running speed.

Will users be motivated to download a mobile app?

While application downloads are rising in popularity around the world, there is some drop off while focusing on users in developed markets like the UK, USA, and Japan. Getting individuals to download a mobile application can be an obstacle, as it adds another grating point to the user journey.

There is a solid case to build a mobile app first when there is a reasonable advantage for downloading an application. For instance, ticketing applications are mainstream because they collect important data and functionality all in one place, providing a consistent user experience that is optimized for speed. This addresses a key pain point for users who might be in a hurry or want the convenience of having all their movement in one place.

If this quick need is less articulated, it could be worth considering a web application that provides instant access. This is particularly significant in case you’re providing data or content, as users are less inclined to hold on to download an application if their need is prompt.

Cost Of App Development for Startups

Building a full featured website or a mobile application ought to be viewed as three different budget lines.

As per the Clutch reports, the middle expense of building a full-featured mobile application is somewhere in the range of $37,913 and $171,450. This is the expense of building a mobile application for only one platform (either iOS or Android).

For mobile application MVP, the cost estimates would be near to $5,000-$15,000. That would be a basic application with just one and three core features and alluring minimal design.

The average web app startup development cost is between $10,000 to $150,000, again generally relying upon your product intricacy and the web app development company that you recruit.

You can reduce the numbers if you choose to outsource the development to a more affordable region (think Eastern Europe or Latin America), where average hourly rates are between $35 to $75, compared to the U.S. developers’ rates of $100-$200 per hour.

You can reduce the cost on the off chance that you decide to outsource the development to a more affordable price, for example Eastern Europe or Latin America, where normal hourly rates are between $35 to $75, as compared to startup app development company USA or web application development USA prices of developers ranging from $100-$200 per hour.

Building an all around streamlined mobile website will have a less cost than web app and mobile app cost, but you know the consequences right!

Mobile-app-development-guide

Wrapping Up

So this was all for the app development guide for startups. Hope you have gained something useful while reading it. If you are in doubt about what to choose, you can take help of an experienced web and mobile app development company like us to guide you through your journey.

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Publié le Catégories Marketing de Contenu

🔵⚪🔴 How to Promote Word-of-Mouth Referrals Through Paid Ads – Content Marketing


Word-of-mouth marketing is one of the most valuable forms of advertising. After all, why wouldn’t you want customers to rave about your business to friends and family?

Word-of-mouth referrals are great advertising for your brand and an enormous confidence booster for would-be buyers. From a potential buyer’s perspective, if your existing customers are happy enough with your company to recommend it, that speaks volumes about your business.

It’s not just about getting customers, though. When you secure buyers through word-of-mouth referrals, they are likely to spend more, it helps consumers make the buying decision, and above all, shoppers trust their friends when it comes to recommendations.

Ninety-two percent of customers say they’d buy based on the recommendations of their friends and family. Not only that, but more people are reading online reviews than ever before, according to BrightLocal.

word of mouth BrightLocal survey chart image

That’s why you want to encourage your satisfied customers to promote your business by sharing their positive experiences.

However, getting those word-of-mouth referrals isn’t so easy. Here’s how to encourage customers to spread the word.

How to Convince Your Customers to Give You Word-of-Mouth Referrals

Ideally, word-of-mouth marketing achieves two goals: encourage your customers to make word-of-mouth referrals to friends and (ideally) pass on their friends and family member’s details so you can market to them directly.

The following tips help you with both these goals.

Provide the Best Experience Possible

You won’t gain word-of-mouth referrals if you provide a poor experience. Today, the customer experience is one of the most crucial parts of the sales process, especially when it comes to word-of-mouth recommendations and social sharing.

When you’re seeking continual growth, brand advocacy, and retention, the simplest strategy is to provide a stellar customer experience.

Deliver Quality Every Time

If you’ve spent even a few minutes online, you’ve likely seen negative reviews. There’s a good chance they’ve stopped you buying from a business, too.

When you’ve got dissatisfied customers, they don’t stop at telling their friends and family: they often go online and write a bad review. Even worse, they go on social media and detail their poor experience for an even wider audience to see.

Deliver quality every time and if your products and services are falling short, own the problem and fix it.

Just keep in mind that a few bad reviews won’t tank your business, just respond politely, and you’ll still reap the benefits of word-of-mouth marketing.

Start a Referral Program

Want a tried and tested way to get your regular shoppers to recommend others? Then start a referral program. Start by creating an appealing offer for your customers. Maybe a discount for each new person they refer, prizes for referring a certain amount of people, or a small commission.

A great example of this is the Morning Brew newsletter. It gives incentives like merchandise and monthly exclusive events and makes it easy for their existing readers to spread the word.

word-of-mouth referrals morning brew newsletter image

Subscribers to the newsletter click on the blue “click to share” button, and they’re taken to a referral link, an email invitation, and social media buttons for sharing.

Promote Engagement Through User-Generated Content

Gain attention and engagement with user-generated content. Of course, UGC advertising won’t always start organically, so give your customers a nudge by launching an official campaign.

Netflix, Starbucks, and Adobe are three companies doing this well. Whether it’s launching contests, creating branding advocates, or encouraging social shares, you’ll learn a lot from these brands and the methods they use.

Get Behind a Cause

Another way to get your customers to bring in word-of-mouth referrals is to get behind a cause. This could be something close to your company’s heart, a local non-profit, or a high-profile fundraising event.

Consumers are always keen to spread the word about a good cause, which means there’s an excellent chance they’ll pass it on to friends, family, co-workers.

How to Target Word-of-Mouth Referred Customers in Paid Ads

There’s organic word-of-mouth marketing, then there are amplified word-of-mouth referrals, where you launch paid online campaigns to maximize your marketing efforts. Below is a step-by-step guide on how to target referred customers with paid ads.

1. Choose an Ad Platform

You’re looking for a platform where your typical audience hangs out. For instance, if you’re targeting a younger audience, you might choose Instagram. TikTok is another option that is popular with the under-thirties. 

For older age groups, Facebook could be ideal. If it’s business-related, then LinkedIn is your obvious choice.

2. Set a Goal and Budget

Each social media platform offers paid advertising. For example, Twitter has its promoted and follower ads and there’s no minimum budget.

Before deciding on your campaign budget, be clear on your business goals. For instance, is it gaining newsletter subscribers? Or sign-ups for a free trial? Whichever goal you choose, make it measurable and trackable.

Also, think about your ideal ROI and the percentage of your digital marketing budget you’re willing to spend.

The ideal number is 15-25 percent of the business’s overall digital marketing budget, according to Web Strategies. To make this part easier, Web Strategies provides a free digital marketing budget calculator.

word-of-mouth digital marketing calculator image

3. Offer an Incentive

Offer your prospects an incentive—and make sure to put some thought into it. You’re looking for something your prospect finds useful and helps you reach your business aims. For example, if you want newsletter subscribers, consider an e-book with hot tips or a cheat sheet related to your business or industry.

Cheat sheets and e-books work well because you can create them once and then automate their delivery. Another example is discount vouchers for sharing their thoughts. Be sure to make your discount time-sensitive to create a sense of urgency.

4. Write Your Ad

Next, write your ad. Your first step is ensuring you’re using the language that resonates with your audience. However, there are other factors to consider in your ads, such as:

  • clearly communicating your offer
  • keeping your social media copy consistent with your overall tone/brand voice
  • using complementary imagery and graphics
  • including targeted keywords
  • using targeted ads to personalize them to your ideal audience

Don’t be afraid to get creative. As you’ll see in the word-of-mouth advertising examples below, creativity is a great way to get customers talking.

5. Track, Test, and Try Again

Finally, test and track your campaigns and evaluate the results. Specific areas to test include:

  • CTAs (Call to Actions)
  • colors
  • content
  • visuals

Remember evaluating and A/B testing are ongoing processes, so keep tracking and testing over time. If your ads aren’t delivering your desired results, then tweak as needed and try again.

Examples of Ad Campaigns for Word-of-Mouth Referrals

Media-savvy companies know what it takes to get people talking about their adverts and sharing them. Although the following ads are offline commercials, they use the same approach in their digital marketing and social media efforts.

Let’s look at a few of the best examples of word-of-mouth advertising.

Coca-Cola

Coca-Cola has done more than its fair share of word-of-mouth advertising campaigns, from personalized bottles to broader issues like social isolation. However, the brand took its advertising to a new level with its Coca-Cola bears reacting to a Super Bowl in real-time.

The result? Everyone loved it. They felt like they were part of the Superbowl and part of the conversation. Apart from drawing viewers in, what made the advert so effective was those happy viewers were quick to share it with their friends and keep the word-of-mouth referrals going.

The advert worked so well because it engaged viewers from the first look, and the novelty value made consumers keen to pass it on.

BrewDog

The UK-based company BrewDog isn’t just great at developing craft beers. They’re also pretty good at creating share-worthy campaigns. You know, the kind of ads that get customers talking—and sharing.

A while ago, BrewDog put together “the most honest advert you’re ever going to see.”

BrewDog went with the bare basics rather than spending a small fortune on glitzy campaigns, including an image of their product, loud music, and not much else. BrewDog then teamed its adverts with an equally bland billboard and bus campaign.

As BrewDog itself put it:

Other brands spend big here investing in massive narratives, intricate Game of Thrones-themed visuals and slick films.

So we didn’t.

Crucially though, BrewDog’s advert was shown in the ad breaks of TV shows or events that get vast audiences, like Game of Thrones and the FA Cup Football Tournament.

By defying convention BrewDog, got itself noticed, even without spending vast amounts of money on its advertising.

In addition, the company isn’t scared of mixing it up or of courting controversy. And as everyone knows, controversy gets us talking, especially in the days of social media.

Despite its varying approaches, one thing that remains consistent with BrewDog is its dedication to revolutionizing the craft beer industry. In other words, whichever angle BrewDog takes, it stays true to its values.

Cadbury

It’s no secret that word-of-mouth saved Cadbury from an uncertain future. After a salmonella outbreak left the company reeling, it came back with a strong marketing campaign.

It wasn’t your typical Cadbury’s advert, which may be why it worked so well in turning Cadbury’s reputation around.

The advert, which featured a chimpanzee playing drums along with Phil Collins’ “In the Air Tonight” got everyone talking.

Then there was the big question people are still asking today: is it really Phil Collins in the chimpanzee outfit? (The answer’s “no,” by the way.)

Aside from making Coca-Cola, BrewDog, and Cadbury all have something else in common. They all use the same level of creativity in their social media campaigns, engaging users and inspiring them to share content.

What can you learn from these brands? Daring to be different, changing styles, and being novel enough to get people talking gets customers sharing is something every business can do.

How to Track the Success of Word-of-Mouth Paid Ad Campaigns

How do you track the metrics for your word-of-mouth campaigns? Although you might have a bit less data than you do for your website, there are plenty of ways to track your success.

  1. Track your UTMs

    Urchin Tracking Modules show you how visitors interact with your website. Use tracking tools like Heap Analytics to monitor website visits and add UTMs to your ads and social media posts.

  2. Monitor impressions

    How often are paid ads viewed, and what do the impressions tell you regarding your campaign’s reach?

  3. Measure referral traffic

    If you’re running an affiliate or referral scheme, how many impressions, click-throughs, and sign-ups are you attracting? Use affiliate tracking software to do this.

  4. Conduct a competitive analysis

    What keywords are your competitors targeting? Use a free or paid keyword research tool to find out, like Ubersuggest or the Ubersuggest Chrome extension.

Word-of-Mouth Referrals FAQs

How do I know my word-of-mouth referrals are effective?

By tracking metrics like UTMs, impressions, and through competitive analysis.

What are the best ways to get organic word-of-mouth referrals?

Apart from directly asking customers, you can offer rewards, encourage UGC and online reviews, and consider fundraising for a good cause. Paid ads can also be highly effective, when used carefully.

Why is word-of-mouth marketing so important?

Word-of-mouth referrals are vital because potential buyers trust the opinions of friends and family. Word-of-mouth customers also tend to spend more money.

What’s the difference between organic and amplified word-of-mouth referrals?

Organic word-of-mouth referrals are free, and you get them through reviews, links, USG, social media, etc. With amplified word-of-mouth advertising, you’re paying for targeted ads.

Word-of-Mouth Referrals Conclusion

Word-of-mouth referrals are an effective method for attracting and retaining customers. When people are spreading the word about your business, whether through reviews, referrals, or UGC, they’re doing your marketing and getting the word out to a wider audience.

Consumers trust their friends’ judgments more than anything else. That’s why word-of-mouth referrals are crucial to grow your brand.

While you could take the organic approach, you can also use accelerated word-of-mouth campaigns to gain customers’ attention and target them directly.

Whichever approach you take, remember tracking your metrics is vital for measuring the effectiveness of your campaigns.

Do you use word-of-mouth marketing? Which tactics do you use?

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🔵⚪🔴 SaaS-Anwendungen verlustfrei sichern – Articles Marketing


Warum ein Backup für Cloud-basierte Anwendungen unerlässlich ist SaaS-Anwendungen verlustfrei sichern

Rund ein Viertel der Unternehmen hält Daten in der Cloud noch immer für sicher und wiederherstellbar. Ohne eine Backup-und-Restoration-Lösung kommen SaaS-Anwendungen jedoch nicht aus. Worauf es bei der Strategie und den verschiedenen Anforderungen der einzelnen Anwendungen ankommt.

Firma zum Thema

Mit der richtigen Strategie zum Ziel: Backup und Recovery müssen geplant werden.
Mit der richtigen Strategie zum Ziel: Backup und Recovery müssen geplant werden.

Die Nutzung von SaaS-Anwendungen ist im vergangenen Jahr noch einmal deutlich gestiegen. Allein Microsoft 365 (M365) wurde im Jahr 2020 laut Statista von über einer Million Unternehmen weltweit genutzt, Microsoft Groups hat rund 96 Millionen Nutzer*innen hinzugewonnen. Neben dem gebotenen Komfort birgt Cloud-basierte Program jedoch auch die Gefahr von Datenverlusten. Geschäftsdaten, die zuvor On-Premises gespeichert waren, wurden mit dem Wechsel zur Cloud dem jeweiligen Computer software-Unternehmen, wie etwa Microsoft, anvertraut. Dabei ging jedes vierte Unternehmen in 2019 noch von der Prämisse aus: „Was in der Cloud liegt, ist sicher und wiederherstellbar“, so eine Studie zu Knowledge Security und Cloud Methods der Organization Tactic Group. Eine KPMG-Studie aus dem Jahr 2020 zeigt: Knapp einem Viertel (23 Prozent) der Cloud-nutzenden Unternehmen fehlen Sicherheitskonzepte für alle oder einzelne Cloud-Szenarien. Damit riskieren Unternehmen bei der Nutzung von für den Geschäftsbetrieb relevanten Anwendungen ohne Backup-Konzept schlimmstenfalls einen erheblichen Datenverlust und Betriebsausfall.

Trügerische Sicherheit

Nicht allen IT-Skilled*innen scheint klar, wo die Verantwortlichkeiten liegen und wie viel Kontrolle sie über die Cloud-Daten haben. Das Prinzip der „geteilten Verantwortung“ ist zentral für das Verständnis der Zusammenhänge und des Handlungsbedarfs in Sachen Datensicherheit. Ein Beispiel verdeutlicht das: Microsoft verantwortet laut SLA die Infrastruktur und sorgt for every Georedundanz für die Verfügbarkeit und Nutzbarkeit der Plattform. Microsoft garantiert jedoch weder bestimmte Recovery Issue Targets noch die dauerhafte Wiederherstellbarkeit von Daten. Sowohl Datenhoheit als auch Datenkontrolle obliegen dem Anwenderunternehmen. Es ist also selbst für den Schutz und die Verwaltung der eigenen Daten verantwortlich und muss dafür sorgen, dass die Daten verfügbar, zugänglich, sicher und wiederherstellbar sind.

Die automatische Synchronisierung zwischen Cloud und Endgerät kann dabei zur Falle werden, denn sie löst ein Überschreiben der Daten auf allen synchronisierten Geräten aus. Das gilt auch für fehlerhafte Daten, eine Löschung oder mit Malware infizierte Dateien. Anwendungsinterne Wiederherstellungen sind sehr begrenzt möglich. Am Beispiel Microsoft verdeutlicht: Aus dem Papierkorb können aktiv gelöschte Dateien innerhalb von 30 Tagen zurückgeholt werden, Postfächer und Gruppen sind für 14 Tage abrufbar. Beschädigte Dateien repliziert Microsoft automatisch kurzfristig, um Redundanzen zu vermeiden. Darüber hinaus stellt Microsoft keine Wiederherstellbarkeit sicher.

Löschen und Überschreiben sind jedoch nicht die einzigen Risiken. Verlässt ein*e Mitarbeiter*in das Unternehmen und der Account wird deaktiviert, hält Microsoft das inaktive Benutzerkonto und alle dazugehörigen Daten nur für 90 Tage vor. Nach dieser Frist kann das Unternehmen sie nicht wiederherstellen. Ist die Datenhaltung vom Datenmanagement nicht vollständig und konsequent geregelt, können Lücken in den Aufbewahrungsrichtlinien entstehen. Das sogenannte Litigation-Keep-Attribute von Microsoft friert aktuell verfügbare Daten zwar dauerhaft ein und schützt sie vor Löschung, aber nur bis zu einem Datenvolumen von 100 GB. Das bietet keinen zuverlässigen Schutz bezüglich rechtlicher Sanktionen und Compliance-Verstößen, etwa gegen die DSGVO.

Die Wahl der Backup-und-Restoration-Lösung

Verschiedene Cloud-Anwendungen haben verschiedene Anforderungen und Voraussetzungen. Die Wahl der Backup-und-Recovery-Lösung sollte darauf eingehen. Grundsätzlich gilt: Sie sollte gewährleisten, dass IT-Administratoren die Daten jederzeit sicher und wiederherstellbar speichern können. Sie muss dabei einfach zu konfigurieren sowie absolut verlässlich im Tagesgeschäft sein.

Wichtige Kriterien für eine gute Lösung sind:

  • Vollständige Wiederherstellung der Daten nach einem Vorfall, zum Beispiel versehentliche Löschung, Ransomware-Befall, Cyberattacke oder interne Sabotage, ist schnell und einfach möglich.
  • Anwender können bei der Lösung flexible Aufbewahrungsregeln und individuelle Archivierungszeiträume abbilden.
  • Eine Suchfunktion für E-Discovery-Aufgaben muss auch Backup-Daten einschließen.
  • Die gesicherten Daten sollten auf lokalen Storage-Medien liegen, um IT-Verantwortlichen direkten Zugriff auf die gesicherten SaaS-Daten zu geben.

Effiziente Backup-Strategie

Die Frequenz von Backups hängt von individuellen Anforderungen im Unternehmen ab. Verwaltet ein Unternehmen große Mengen kritischer Daten, benötigt es Backups täglich oder sogar im Stundentakt. Jedes Mal vollständige Sicherungen durchzuführen, würde sehr viel Zeit, Bandbreite und Speicherplatz benötigen. Inkrementelle Backups sind deshalb auch für SaaS-Anwendungen unerlässlich. Nach einem initialen, vollständigen Backup werden inkrementell nur die Daten kopiert, die sich seit der letzten Sicherung geändert haben. Das erhöht die Backup-Geschwindigkeit deutlich und schont gleichzeitig Speicherplatz und das lokale Netzwerk. Eine umfassende Backup-Lösung schützt die gesamten physischen, virtuellen und Cloud-Infrastrukturen.

Granulare Wiederherstellung

Versatile Level-in-Time-Wiederherstellung bedeutet, dass Objekte eines gewünschten Zeitpunkts wiederhergestellt werden können, ohne dabei eine Entire-Scale-Recovery initiieren zu müssen. Dies kann am ursprünglichen oder auch an einem neu zu bestimmenden Speicherort durchgeführt werden. Dafür muss die Backup-Lösung eine ausreichende Menge an Recovery Points erstellen können. Mitunter gelten außerdem je nach gesetzlichen Anforderungen verschiedene Zeiträume für die Datenhaltung.

Erweiterte Suche spart Zeit

Es kann sehr zeitaufwendig sein, die verlorenen Objekte im Backup wiederzufinden. Müssen für den Geschäftsbetrieb unverzichtbare Daten wiederhergestellt werden, sind Schnelligkeit und Effizienz aber besonders wichtig. Eine gute Backup-Lösung sollte es ermöglichen, nach einzelnen E-Mails und OneDrive-Dateien sowie SharePoint-Bibliotheken und Pay attention zu suchen und diese auch wieder herzustellen.

Ressourcenschonung

Ebenfalls sehr zeitaufwendig ist eine manuelle Durchführung von Backups. Ein automatisierter Sicherungsplan spart Zeit und stellt die Durchführung sicher. Der Überblick auf vergangene, aktuelle und zukünftige Sicherungen hilft dabei, Überschneidungen und Netzwerküberlastungen zu vermeiden. Das Backup-Retention-Schema, etwa nach dem Grandfather-Father-Son-Prinzip, lässt die Recovery-Punkte täglich, wöchentlich, monatlich und jährlich rotieren.

Eine versatile Lösung, die je nach Geschäftsanforderungen und Datenvolumen skaliert und auf sich mit der Zeit verändernde Tough- und Software-Grundlagen angepasst werden kann, bietet auch die Möglichkeit, den Kostenfaktor zu beeinflussen und im Vergleich zu einer starren Lösung erheblich zu senken.

Klassifizierungs-, Backup- und Restoration-Prozesse

Wie gehen IT-Verantwortliche vor, um für die mittel- und langfristige Wiederherstellbarkeit der Daten zu sorgen? Drei Prozesse sind wichtig: Datenklassifizierung, Backup und Restoration.

Datenklassifizierung

Damit die Backup-und-Restoration-Lösung die relevanten Daten erfassen kann, muss die Klassifizierung der Daten für eine geordnete Datenstruktur und effektives Datenmanagement sorgen. Zum einen muss definiert werden, welche Daten für den Betriebsablauf unverzichtbar sind. Zum anderen kann eine Kategorisierung der Daten in die vier Klassen helfen, den Compliance- und DSGVO-konformen Umgang und die Autorisierungen für den Datenzugriff zu erleichtern.

3-2-1: Backup!

Die 3-2-1-Regel gilt nach wie vor als die Faustformel für Backups schlechthin. Die Kombination aus physischen Backups vor Ort und (Multi-)Cloud-Backup-Lösungen von Drittanbietern ist sinnvoll. Unterschiede in den Lösungen finden sich vor allem in der Geschwindigkeit der Wiederherstellung, in der Speicherkapazität und im Preis.

Recovery

Die Art der Sicherung und der zu sichernden Datenklassen bestimmen Recovery Time Aim (RTO) und Recovery Level Goal (RPO) von der einzelnen Datei bis zur ganzen Bibliothek. Je schneller die lückenlose Wiederherstellung, umso geringer die Folgekosten von Datenverlusten, desto sicherer die Enterprise Continuity. Die Lösung von Nakivo beispielsweise kann die RTO im Schnitt halbieren.

Backup und Recovery am Beispiel Microsoft 365

In den M365-Anwendungen OneDrive, Trade und SharePoint liegen die meisten zu sichernden Daten. Jede Anwendung hat ihre eigenen Anforderungen:

OneDrive ist der individuelle Cloud-Speicher für jede*n M365-Nutzer*in, der in Microsofts Cloud-Paket enthalten ist. Einzelne Dateien und Ordner werden for every Duplikat gesichert, ganze Anwendungen oder das Betriebssystem jedoch nicht. Die meisten Verluste entstehen durch Nutzerverhalten: Die Synchronisierung zwischen Cloud und Festplatte überträgt deren Fehler in beide Richtungen. Ein Backup sollte deshalb die gesamte Dateistruktur übernehmen.

Trade ist die Groupware- und Mail-Server-Software package für die Ablage und Verwaltung von E-Mails, Kalender und Aufgaben, die sowohl über die Cloud als auch On-Premises genutzt werden kann. Vor allem für die Trade-Daten ausgeschiedener Mitarbeiter*innen ist ein Backup unerlässlich.

SharePoint dient als Material Administration Program und als Dateiverwaltung für die group- und unternehmensweite Zusammenarbeit. Daten, die über Microsoft Teams geteilt werden, werden über das SharePoint-Backup gesichert, Konversationen hingegen über die Exchange-Sicherung. Entsprechend wichtig ist ein feingranulares Backup der Daten, von einzelnen Terminen bis hin zu ganzen SharePoint-Seiten, abgestimmt auf die Rollen und Rechte von Mitarbeiter*innen.

Ergänzendes zum Thema

Beispiel aus Praxis

Ein Unternehmen, das bereits gründliche Vorkehrungen für die Sicherung seiner Daten getroffen hat, ist der deutsche Werkzeugbauer HAM Präzision. Er schützt seine virtualisierte IT-Infrastruktur sowie Microsoft-365-Daten mit der Backup-and-Replication-Lösung von Nakivo. „Mit NAKIVO Backup & Replication sichern wir unsere insgesamt 110 Mailboxen von Microsoft 365. Die Möglichkeit, ganze Mailboxen, ausgewählte Dateien und Ordner im Falle einer Löschung durch den Benutzer wiederherzustellen, ist der Hauptnutzen, den wir bei Microsoft-365-Backups sehen“, findet IT-Leiter Lars Weimar. Mit Fast VM Restoration und Prompt Granular Restoration kann HAM Präzision die Wiederherstellung ganzer VMs, Dateien, Ordner und Objekte nahezu sofort erreichen. „Wir haben die Immediate VM Recovery zunächst auf einem speziellen Server getestet und dann auf unsere Produktionssysteme ausgerollt. Einmal konnten wir eine Datenbank mit all ihren Daten buchstäblich innerhalb weniger Minuten wiederherstellen. Die Prompt Granular Restoration kommt nahezu täglich zum Einsatz“, so Weimar. „Das ist die meistgenutzte Funktion, mit der wir gelöschte oder beschädigte Dateien wiederherstellen, sodass die Mitarbeiter ihre Arbeit erfolgreich fortsetzen können. Nakivo bietet uns eine zuverlässige Backup-Lösung, mit der wir dank automatisierter Prozesse nur noch zehn Minuten professional Tag in unsere Datensicherung investieren müssen. Wir sparen Kosten und Zeit – und wir haben keine Ausfälle mehr“, freut sich Weimar.

IT-Administratoren sollten Sicherheits- und Wiederherstellungsszenarien eines Systems also auf Herz und Nieren testen. Macht eine Lösung mit einer überall zugänglichen Benutzeroberfläche die Verwaltung der Backup-und-Restoration-Prozesse einfach und flexibel möglich, ist es für die Verantwortlichen umso einfacher, sie im Alltag zu integrieren und im Ernstfall schnell reagieren zu können.

Sergei Serdyuk.

Sergei Serdyuk.

(Bild: Nakivo)

Über den Autor

Sergei Serdyuk hat NAKIVO 2012 mitgegründet. Seit 2018 verantwortet er als Vice President of Merchandise Management das gesamte Produktportfolio des Computer software-Unternehmens. Er ist seit über 15 Jahren in der IT-Branche tätig und verfügt über umfangreiche Erfahrungen in den Bereichen Software package-Projektmanagement, Produktmanagement, Virtualisierung, Cloud und Datenschutz. Mit der Mission, die ultimative Datenschutzlösung zu entwickeln, liegt Sergei Serdyuks Leidenschaft darin, kundenorientierte Produkte zu entwickeln, mit denen Menschen Zeit, Geld und Aufwand sparen können. Neben dem Produktmanagement ist Sergei Serdyuk auch für das Marketing und den Kundensupport von NAKIVO tätig.

(ID:47422920)

Publié le Catégories Marketing de Contenu