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Showing posts from November 14, 2016
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Coaxing smarter paid search bidding decisions out of sparse conversion data

Paid search is an industry that’s grounded in data and statistics, but one that requires practitioners who can exercise a healthy dose of common sense and intuition in building and managing their programs. Trouble can arise, though, when our intuition runs counter to the stats and we don’t have the systems or safeguards in place to prevent a statistically unwise decision.Should you pause or bid down that keyword?Consider a keyword that has received 100 clicks but hasn’t produced any orders. Should the paid search manager pause or delete this keyword for not converting? It may seem like that should be plenty of volume to produce a single conversion, but the answer obviously depends on how well we expect the keyword to convert in the first place, and also on how aggressive we want to be in giving our keywords a chance to succeed.If we assume that each click on a paid search ad is independent from the others, we can model the probability of a given number of conversions (successes) acros…

Boost your conversion rate by 45% today… no, really!

The goal of any good marketing campaign is conversions — or better yet, sales.Yes, key performance indicators (KPIs) like rankings and traffic can help you figure out whether or not your campaigns are on track, but if your marketing doesn’t lead to action (a conversion), it isn’t doing your business a whole lot of good.Obviously, the more conversions you can squeeze out of your traffic, the better, which is why conversion rate optimization (CRO) has become such a hot topic in digital marketing.But what if I told you that you could increase your conversion rate by 45 percent… today?Odds are, you’d probably think I was full of it. And, to be honest, you’d be partially right. Most companies can’t produce those sorts of conversion rate increases overnight. That being said, most marketers really can improve their apparent conversion rates by 45 percent in just one day.Here’s how.[Read the full article on Search Engine Land.]

via Marketing Land

4 marketing innovations headed to brick-and-mortar retail in 2017

Global e-commerce revenues continue to grow, and brick-and-mortar retailers are feeling the heat. There’s plenty of evidence pointing to their survival, so why the anxiety?Despite all the buzz surrounding electronic and mobile commerce, 85 percent of consumers say they prefer to shop in physical stores, a 2016 study by TimeTrade (registration required) found. Even when the same product can be ordered online or purchased at a nearby store, according to TimeTrade’s data, 71 percent of us will still schlep out to the brick-and-mortar retailer to get it.There’s just something about actually walking into a store and touching products with our hands that the online world can’t replicate. And that’s why amping up on user experience is what will save brick-and-mortar retail. UX is, after all, the new marketing.Image source: Interaction Design Foundation With so much demand for memorable, visceral, evocative shopping experiences, the ecosystem of marketing and retail technology companies is doi…

10 ideas to market and monetize your digital book or whitepaper

Are you planning to create a digital guide for your customers? Or a downloadable checklist or a whitepaper?Whether it’s a huge book or a few-page long digital guide, you have quite a few unique ways to market and monetize it.Creating a digital book can help you with quite a few marketing goals:Downloadable assets build loyalty allowing your customers to take your brand homeIt can be an effective lead magnetIt can be used to attract backlinks and social media votesIt is a powerful influencer marketing toolWhether you plan to publish a paperback or a digital book or both, there are quite a few ways to market it online.From social media to blogging, the opportunities for spreading the word about who you are and what you do are nearly unlimited online, leaving you with a vast sea of potential with which to perfect your work and hawk your wares.Here are just a few actionable tips to market your digital book online.1. Monetize your book through a courseCo-promoting a book and the course is …

Google’s mobile-first index: how to prepare your business

The important news that we have all been waiting for, Google has finally announced mobile-first indexing.This of course takes into account that the majority of Google users now “search” on mobile devices, as opposed to desktop computers, and so a shift needed to happen somewhere at some point.The fact now is that businesses will need to adjust to this new algorithm.Even if the majority of your users are not searching for your company or industry on mobile devices, you will now need to take mobile search into account for best practice SEO.Below covers the news from Google and then breaks-down exactly what you need to do to have your business be prepared.Mobile-first indexing: how it worksGoogle announced that to date, its search engine has prioritized analysis of desktop version of a webpage’s content rather than mobile version in ranking on Google results pages—even though the majority of “Google Searchers” are using mobile devices.As you might expect, they found this to be problemati…

Google Play Music Now Offers Personalized Track Suggestions

Most of us who prefer stock Android setup have mostly been relying on Google Play Music for our needs along with other third-party streaming services like Spotify or Pandora. Personally, Google Play Music has been my preferred destination for listening to  offline music and also buying single tracks. Google has now updated the app completely and has laid much needed emphasize on context and music discovery.The Google Play Music now makes use of machine learning and gathers different clues including your location, activity, weather and then it tries to match the data with soundtracks that would suit the occasion. In essence, this is something Google has already been doing in Google Now but with this update, the feature has also been extended to the Music Player.Well, as expected the app needs users to opt in and once that is done it will start notifying the users with customized playlists and music. The app refreshes its selection every time it’s opened and tries hard to assist you wit…

Will brands be forced to take sides in a more polarized marketplace?

During the US presidential campaign, bookings at Trump hotel properties saw a whopping 60 percent decline. This was a result of customers voting with their wallets. Indeed, the Trump brand became so damaged that the company is introducing a new hotel brand, Scion, that completely avoids the president-elect’s name.The question is: will this sort of thing happen to more brands in a era when American society is so politically polarized and the next four years promise to be tumultuous? Already there are calls for boycotts of companies whose executives expressed support for Trump — New Balance is the most prominent example so far.People are lighting their New Balance sneakers on fire over comments the company made about Donald Trump https://t.co/1aGvtCfIVZ— CNN (@CNN) November 11, 2016Clearly Trump has many supporters all over the US and open support for him and his administration may cut the other way as well — translate into improved sales. However this is precisely my point: it may be d…

Community Marketing 101

Since the dawn of the internet, people have been drawn to online communities for collaborating and advancing knowledge. Discussions that previously took place in the depths of Usenet are now emerging on Reddit. In a matter of seconds, you can find massive online communities dedicated to everything from astrophysics to Zen.As a marketer, it’s easy to look at a community devoted to something related to your brand and see green. However, if you plunge into a community with your marketing hat on, there’s a good chance things will go awry. Even the perfect community for your brand can morph into Medusa with the wrong approach, which is why we’re here to share some secrets.In communities, it can be much more effective to educate (even through advertisements), rather than sell. It’s a longer sales cycle, but it’s often rewarded with a significantly longer customer lifetime value and a fiercely loyal group of brand ambassadors.At Experts Exchange, we’ve managed one of the largest technical co…

Are you asking for too much information on web forms?

Long web forms can deter customers, and one way to reduce the workload is to remove unnecessary fields and questions.Your customers will understand that a certain amount of information is required – to complete a transaction, to register etc.However, it’s important to realise the drawbacks of being seen to ask too much of users. These are:Too many fields / pages in a form will lead a certain amount of users to abandon the process, costing lost sales and leads.People will also drop out if they encounter questions which they consider irrelevant. For example, they may wonder why their date of birth is needed to order a kettle.Even if people complete the form, if it felt like hard work to them, they may be less likely to make repeat purchases.ClickZ and fospha will be hosting a webinar on this topic, How to optimize your forms for maximum success, on 15th November. We also have a free white paper to download: A Marketer’s Guide to Form Optimisation.In the meantime, let’s take look at how …

Facebook has created its own analytics tool for Messenger bots

With more than 34,000 Messenger bots on the market since their April 2016 debut, Facebook is rolling out an analytics tool that will detail to Messenger bot makers how people are interacting with their bots and cross-reference those stats with people’s Facebook profile data, in hopes of improving people’s experiences with those bots.Developers, including brands and publishers, will be able to use the new branch of Facebook Analytics for Apps in the same way they use Facebook’s analytics platform to track how people are interacting with their websites and mobile apps, and will be able to connect those people across the three platforms. And like the other analytics products, the bot analytics tool will be available for free.For example, a Messenger bot maker will be able to see how many people opted to stop receiving messages from a Messenger bot, break down that audience into segments according to their Facebook profiles — like their age, gender, job title, relationship status, househo…

Samsung to Buy Harman for $8 Billion, Expected to Bolster Connected car Efforts

Samsung has expressed its desire to buy the U.S Auto Parts Supplier Harman in a deal worth $8 Billion. While one might primarily associate Harman with the class-leading audio and infotainment systems the company is more than just that. The $8-Billion all-cash deal will be Samsung’s biggest acquisitions till date and it is a tell-tale sign of how big companies are equipping themselves with the required technology in order to brace for the future.Harman, a Stamford-based company that started out as an audio pioneer in 1953 is known for its in-car entertainment units. In fact, the auto manufacturers make it a point to highlight the Harman audio systems in their cars. The company has been supplying to General Motors and Fiat Chrysler and it already has a backlog that is three times than its annual revenue. Needless to say, about two-thirds of its sales comes from the automakers.Furthermore, until now Harman has been an automobile first company and this might change since it would gain acc…

Secret’s Anonymous Sharing app is Making a Comeback

I have fond memories of Secret, an anonymous sharing app that was mostly used to make snide comments on people without giving out your identity. Well, to be frank, the Secret app extended beyond the usual trolling and it started to help build a community. The app linked your contacts from address book or Facebook but was completely anonymous. More than a year ago Secret was abruptly shut down after continued legal battles and complaints about bullying.David Byttow the man behind Secret has said in a Tweet that Secret V2 is in making and it is “too important not to exist.” At its peak the company was pegged at $100 Million and Secret had already raised $35 million but eventually, it cut its staff into the half before going into a stealth mode and finally shutting down the app completely. Byttow told TechCrunch that it was the recent U.S elections which inspired him to bring back the product and he emphasized on how the downsides of current social media products must be addressed.All of…