2016 CTRs Beat B2B Standards

2016 Benchmark ad click-through rates   By Bob West As if media companies didn’t have enough to worry about these days, 2016 presented a range of new concerns, many of which centered on the digital side of the business. Chief among these was the growing sentiment that click-through rates for traditional display ads were dropping as online audiences simply weren’t clicking on the leaderboards and medium rectangles like they used

Native Ads – What’s all the buzz about?

By Bob West Most everyone in marketing has heard the term “native advertising” in the past 12 to 18 months, and now marketers in specialty horticulture and agriculture need to familiarize themselves with the concept as native advertising becomes the latest marketing concept to flow from large-scale consumer media into more targeted, business-to-business marketing. This blog post will take a look at three key questions around the topic of native

Latest Research Highlights Key to Content Marketing Success

  By Bob West   Marketers’ use of content marketing tactics continues creeping into our niche world of agricultural and horticultural media, but most of our clients continue missing out on the benefits of this engaging approach to marketing. The newest benchmarking research from the Content Marketing Institute offers extensive insights into the strategies and tactics employed by B2B content marketers across the country and offers keys on which to

My 4 Content Marketing World Takeaways

By Bob West I’ve espoused the benefits of content marketing in this blog many times over the past few years, so you can imagine my excitement to attend Content Marketing World 2016, the premier global event for content marketers. The event clearly caters to much larger businesses than the typical Meister Media client, but the extraordinary number and variety of educational sessions offers thought-provoking ideas to advance your marketing efforts,

Tips for Email Marketing

By Bob West As an increasing number of companies use email marketing to deliver their message directly to growers’ and retailers’ in boxes, the competition for these prospects’ time and attention increases. The video below features the best practices we have identified from analyzing the 400+ email efforts Meister Media produced for clients in 2015. Watching this email will help you: Get a sense for how you can use email

Click-through Rates Remain Strong for Meister Media Clients in 2015

  By Bob West   Any marketer paying attention to digital media of late has heard the many discussions about the demise of digital display ads. In general, I have no reason to doubt the validity of those claims, but one key distinction must be made: most articles or blog posts focused on declining click-through rates focus on general, consumer-focused media. Meister Media’s experience with targeted, business-to-business (B2B) media remains

Email marketing is growing …. Because it can work so well!

By Bob West   Anyone with an email address knows that email marketing is more popular than ever, and that includes the specialty agriculture and horticulture markets served by Meister Media. We saw 30% growth in the number of clients renting email addresses from us in 2015, and before you dismiss the potential value of including direct email marketing in your 2016 efforts, take note of what made these company’s

3 Key Lessons Learned from the Growth in Email Marketing in 2015

By Bob West   Amid all of the talk about companies’ increased use of digital media for their marketing plans these days, one thing gets lost: the tremendous growth in the use of email direct marketing to replace or supplement tradition direct mail efforts.   The benefits of using email for direct marketing are obvious: The availability of metrics helps marketers measure an effort’s effectiveness and understand which messages engage

Media Use of Fruit & Vegetable Growers Revealed

  By Bob West   If you sell to fruit and vegetable growers …. Do you know which media sources fruit and vegetable growers think are most useful when it comes to learning about new products? Where do these growers look for answers when they’re researching a potential product purchase? And when these growers go online, what sort of information are they seeking most often? The team at American Fruit

Mobile Use Keeps Climbing — What Are You Doing About It?

By Bob West   When I’ve provided previous updates on the use of mobile technology by our specialty agriculture audiences, the reason for doing so was to alert our clients about a burgeoning trend … which makes me wonder if these updates are even necessary at this point? Do marketers still wonder about whether these growers and retailers use smartphones and tablets for work? I certainly hope not because the