Top 5 Must-Reads: Weekly Round-Up – 8.19.2016

We find it, so you don’t have to.

From the importance of good “welcome” emails to the highly-engaged audience of professional hockey, here is a quick round-up of the best marketing, advertising and local business-related content you may have missed this week:

 

1. Know Your Audience: Professional Hockey (Cox Media Blog)

Our latest installment in our sports advertising “Know Your Audience” series. This post takes a deep dive into the diverse, dedicated audience of professional hockey fans – and how their interest in this sport can translate to sales for your business.

 

2. What Airbnb Understands About Customers’ “Jobs to Be Done” (Harvard Business Review)

Like it says in this post, customers don’t simply buy products or services – they “hire” businesses (like yours!) to do a job. Take a look at how Airbnb has successfully identified what “job” their prospective customers need them to do – and what jobs your business can do for your customers.

 

3. How Brands Are Annoying Customers on Social (Sprout Social)

Two things are true about a brand’s social media presence. First, if you do too little, you may miss out on reaching certain consumers and run the risk of seeming irrelevant in today’s all-social-all-the-time culture. And second, if you do too much, you will annoy (and maybe lose) customers. However, there is a way to incorporate social media correctly. Take a look at Sprout Social’s Q3 Social Index to see what consumers are saying about brands on social.

 

4. Mobile Millennials: 63% Shop On Smartphones Every Day, 53% Buy In Stores (MediaPost Mobile Shop Talk) 

If you are a retailer concerned about millennials neglecting storefronts and choosing to purchase products and services through the “store” in their pockets, fear not. According to recent research, while much browsing takes place on a mobile device, the majority of purchases are still made in stores. Learn more here.

 

5. 16 Examples of the Best Welcome Emails in the Industry (MAILMUNCH)

Email marketing is a great way to ensure your brand stays top-of-mind (or top-of-inbox, rather) for today’s connected consumers. The first email you send them is the most important – think about it, if you miss the mark, what are the chances they’ll even open your next email? Take a look at 16 great examples of how to welcome consumers to your email loyalty program.

 

Want to see more of Cox Media’s recent content?

3 Consumers to Engage in a Mobile Environment [Blog Post]

Engaging the New Sports Fan Across Multiple Channels [Infographic]

How Does Your Mobile Marketing Measure Up? [Blog Post]