From Multiview‘s Multibrief, here’s the most trending marketing articles of 2016:

Marketing

Why Email Marketing is Not Enough ~ Forbes

Mike Templeman writes: Before I get started on this post, a disclaimer: I love email marketing. It’s a great tool to engage with and nurture your leads, making it a crucial part of turning leads into customers. But email marketing, on its own, is not enough. In fact, if you rely solely on your emails as part of your digital marketing efforts, you may be in for a rude awakening. So keep reading to learn about the importance of supplementing your campaigns, and taking a more holistic approach to digital marketing.

5 Misunderstood Email Marketing Terms ~ Business 2 Community

Email marketing has managed to acquire a number of terms over the years which are often misunderstood. Here are five key terms and how people misunderstand their real meaning. Delivery rate: This is possibly the most meaningless statistic for marketers. Many believe it tells you how many of your emails reach the inbox, but in reality it just tells you how many didn’t bounce.

7 Social Media Marketing Trends That Will Dominate 2017 ~ Forbes

It’s clear now that social media marketing is here to stay, and its massive staying power is attributable to one key characteristic — the fact that social media keeps evolving. It responds to new tech like mobile devices, constantly exceeds users’ expectations and competes within itself to bring us more and better features. So what does 2017 have in store for us social media marketers?

5 Ways Companies Need to Market to Millennials in 2017 ~ Inc.

Businesses are seeing an increase in millennials entering the workforce at a rapid rate. As of 2012, they are the first generation to surpass baby boomers in numbers. In 2017, businesses can expect the shift of generations in the marketplace to change even more drastically, and if they’re not prepared they will suffer. Here are a few ways you can improve on how you resonate with millennials in the upcoming year.

Marketing to the Millennial Mind-Set ~ DMN

It can be tempting to market to millennials as one massive segment, but a more effective approach is to reach out to that audience based on beliefs and behaviors, rather than age. “Age is just a number.” It’s a popular mantra that often refers to love relationships.

5 Must-Haves to Revamp Your 2016 Email Strategy ~ DMN

The New Year is all about new beginnings. And often that means taking a fresh look at how to make real connections with audiences. Email, no doubt, will continue to be a major focal point for marketers in 2016. But the question is this: How can marketers improve customer experiences and boost return on investment with email messaging? The answer: Value.

Instagram Stories vs. Snapchat: Which Is Better for Your Marketing Needs? [Infographic] ~ MarketingProfs

Instagram Stories or Snapchat? Marketers now have another option for a social platform for limited-time photos and videos. So, which one will work best for your marketing? That depends on who you want to reach. “Fifty-two percent of teenagers use Instagram,” states the following Mediakix infographic. “Forty-one percent of teenagers use Snapchat.” If you’re going for the older crowd, 53 percent of 18-34-year-olds use Instagram; 41 percent of that demographic use Snapchat.

How To Make Great Email Marketing Messages ~Forbes

Email marketing is said to generate 50 percent more sales when compared to other marketing techniques, and has a conversion rate higher than most social media platforms. Even though we live in a mostly online world, we still use paper. The advent of PCs and the Internet once brought us the promise that we would become a paperless society. Instead, we still seem to have triplicate copies of things, and the truth is, we do really still need documents.

4 Email-marketing Tips to Drive (More) Sales ~PracticalEcommerce

There are many ways to increase the effectiveness of email marketing, from testing subject lines and creative to increasing frequency and discounts. This reviews four ways to increase the results of your emails, to move the needle on traffic and, ultimately, sales.

The Changing Face of Email Marketing ~ DMN

Is email marketing dead? The question itself should be put out of its misery. Answered every which way by analysts, the consensus seems to be that email marketing isn’t going anywhere, given its reach, its adaptability to mobile, and its remarkable ROI. But if email marketing is to survive and thrive as the Instagram, Snapchat and Kik generation comes into its full purchasing power, it will only be because it’s evolving into an indispensible, dynamic product.

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