-
Research: An analysis of travelers’ choices to share or access home-sharing…
Linchi Kwok Travel, Hospitality & Event ManagementOne selling point of a home-sharing service is that it gives travelers unique social interactions with the host. Early literature about home-sharing services also confirms that travelers appreciate the interactions with the local hosts. An argument, however, arises that the "sharing" economy is actually an "access" economy. Some travelers only pay for permission to use someone else's facility with no interest in social interactions. If travelers merely want to "access" a home-sharing facility, the differences between a home-sharing stay and a regular hotel stay become nebulous.
-
Pancakes and the value of reinvention
Tory Barringer MarketingHow do you like your pancakes? With or without butter? What kind of syrup? Beginning this spring, IHOP is betting that you'll take them to go. Late last year, the breakfast giant announced the upcoming launch of Flip'd, a new fast-casual option designed to attract the Starbucks crowd by offering the usual IHOP fare in more portable options. This latest venture is not unusual for IHOP, a franchise that notably stirred up a tempest on the internet in summer 2018. If you're looking for a way to reinvigorate your brand, you could do worse than to follow IHOP's example of rebranding. But where do you begin?
-
Niche social media platforms are hidden gold mines for marketers
Lisa Mulcahy MarketingYou've thrown your marketing power heavily at Facebook — and you're far from alone. The Sprout Social 2019 Index study reports that 89% of marketers do utilize the social media giant as a brand booster. Yes, Facebook can get your brand massive exposure — as can Instagram, Twitter, LinkedIn and Pinterest; yet, you may find your products and services getting lost in the vast sea of data flooding each of these platforms. Why not try advertising on niche social platforms?
-
Year of the Rat opens possibilities to publicize a rodent
Bob Kowalski MarketingRats are not exactly an honored species in America, but they're about to get some attention this year. 2020 is the Year of the Rat, according to the Chinese zodiac. The Lunar New Year, also called the Chinese New Year, begins on Jan. 25, and smart marketers have figured out how to take advantage of a unique branding opportunity. The New Year kicks off 15 days of celebrations to welcome in the Year of the Rat, which last occurred in 2008. The Chinese zodiac contains 12 animals, each getting its own year in rotation.
-
Practical steps to take your leadership to new heights
Terri Williams Business Management, Services & Risk ManagementBeing a transformative leader — more than just a good leader — takes a lot of work. Many leaders try to emulate other successful leaders, and they often end up getting stuck in a rut. However, according to Doug Conant, building a sturdy and firm foundation is the key to enduring success as a leader. Conant is the founder of Conant Leadership and has served in the senior ranks of leadership for various companies over 20 years. He is also author of "The Blueprint: 6 Practical Steps to Lift Your Leadership to New Heights." We asked Conant to share some of his tips with MultiBriefs readers.
-
Trend alert: Social media communities are a powerful digital marketing…
Lisa Mulcahy MarketingAs a marketer, you want your audience to trust and respect the products and services you're offering. An excellent way to do this is by fostering an authentic sense of togetherness with your existing customers — and then inviting new and potential customers into the circle. Creating a brand-owned social media community is a lot easier than you think. How do you do it? With common sense and humanity. Begin with these key steps.
-
3 church social media tips to encourage engagement
Mark MacDonald Religious CommunitySocial media is a required communication channel for churches. It's free to set up, which is great — and almost your entire church membership is already on it! You only have two things to do: get your congregation to "like" your account on each of your platforms and then keep them engaged so that your posts enter their feeds, which are all controlled by the platform's algorithm. Easy? Not really. Once you have followers, here are three tips that will encourage engagement to affect the algorithm and allow your audience to see more of your content.
-
Surveys: Travel industry apps, sites lag behind speed of new possibilities
Lark Gould Travel, Hospitality & Event ManagementAs the sophistication of technology available to us through our personal devices continues to develop and morph at lightning speed, it is not surprising that, according to recently released surveys by J.D. Power, many of the legacy travel apps we use are simply lagging behind their more agile, upstart counterparts. The 2019 J.D. Power U.S. Travel App Satisfaction Study and the 2019 U.S. Travel Website Satisfaction Study show that all travel industry websites — even those operated by digital natives — score substantially lower in customer satisfaction compared to high-scoring websites in other industries.
-
How long-form content can help boost your digital marketing profits
Lisa Mulcahy MarketingWhen it comes to content marketing campaigns for 2020, the length of your copy, blog posts and content matters like never before. Long-form content — generally defined as 1,000 words or more — is a great way to engage your potential and existing customers. The benefits are great: Pew Research Center reported that online readers spend more time on 1,000-word pieces than on shorter ones. What's more is that, according to a study from BuzzSumo and Backlinko, long-form content yielded 77% more backlinks than shorter copy or posts.
-
The significant food trends of 2020 include vertical farms, periodic fasting
Bambi Majumdar Food & BeverageFood trends for 2020 will follow a green and sustainable pattern. A recent New York Times article stated that the cause of the year is our planet. In the midst of rising climate change, food insecurity, and consumers' worry about the environmental impact of foods, choices will matter. The focuses on vertical farming and earth-friendly ingredients and practices will increase as farmers try out regenerative techniques to control weeds, improve soil, and sequester carbon for improved soil health.
All Marketing Articles