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Showing posts from March 1, 2017
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Sharing is caring: Click share and post-holiday shopping success

Click share is a key way to gauge the success of your Shopping campaigns. The metric shows you the percentage of total possible clicks you are receiving with your Shopping ads. If you aren’t reviewing this metric on a regular basis, 2017 is officially the time to start the habit.Incorporate click share into your daily optimizationsClick share can be an incredibly useful metric because it delivers the type of insight that you’re used to receiving from average position in your Search campaigns. Shopping ads can take a lot of different forms, which means that we can’t calculate an average position in the same way as we can for Search ads. Enter click share for Shopping.By regularly reviewing this metric on your product group tab, you can see how well you’re doing at driving traffic to your site for high-value shoppers. You should use it in concert with impression share.Impression share tells you how you’re doing at getting your items in front of shoppers looking for your products, while …

The new customer marketing lifecycle in the Engagement Economy

In my last post, I expanded on the concept of the “Engagement Economy,” today’s world where everything and everyone is connected. This world presents a new playing field for marketers trying to engage people within their organization, as well as partners and customers.I frequently cite the statistic that only 13 percent of marketing leaders are working to retain and grow customer relationships through improved customer experiences. But in the Engagement Economy, keeping a customer becomes more important than acquiring them.This is because the Engagement Economy is rife with business models where customer switching costs are low. Think of ride-sharing apps: Lyft and Uber must constantly compete for attention and brand affinity, as users can switch between them with virtually no headaches.Although it’s on a larger scale, the same paradigm applies to the B2B world, where an organization can switch out Cloud-based applications with minimal long-term commitment.So, what can you do? Smart b…

Event-oriented vs. always-on: The campaign tactics that work

Photo by LendingMemo and used here via the Creative Commons license E-commerce-focused advertisers can be segmented into two categories based on their strategic goal — whether they’re focused on maximizing returns during specific periods (e.g., a chocolatier during Valentine’s Day, Easter or Mother’s Day) or looking to drive purchases at a more consistent rate throughout the year (e.g., an online furniture retailer).Of course, even when operating in one of these larger strategic buckets, all e-commerce advertisers practice some version of a hybrid model. Very event-focused advertisers still will spend modest amounts to attract customers during the “down times,” while advertisers spending more consistently will still likely boost their activity at some point during the holiday shopping season.But what truly separates these two types of advertisers are the tactical considerations that go into executing each respective strategy.Let’s go through examples of each, examining customers who ha…

Make no mistake: content errors harm your brand and SEO

How to optimize for audience trust. Plus, four tips for dealing with mistakes that can kill your brand’s reputation.Trust matters. Whether you’re creating content for a standalone brand publication or a company blog, you want people and search engines to trust the information on your website is accurate and current.Now, with engagement metrics seemingly becoming a larger factor in SEO, you can’t have one without the other. Google won’t trust (and reward rankings to) a website that doesn’t attract and engage an audience, and visitors won’t trust (or even find) content that doesn’t rank well on Google.Trust is how you build that audience.For publishers, content is your product and your brand. You establish a relationship with your audience through the content you publish.Sometimes your content will simply fail to generate the traffic, rankings, shares, and leads you were hoping for.But something even worse could happen. For most publishers, it’s inevitable. It’s not a question of if, bu…

Want stronger content? 7 steps to truly understanding your audience

For decades, there was a formula for how content creators — journalists, TV producers, radio show hosts — decided what consumers would get as “front page” news. For the most part, they figured if it mattered to them, it must matter to you.We — and I can say we, as a 20-year veteran of print and digital newsrooms — typically sat around a big table, looked at the day’s events, and then decided what the general population needed to or wanted to read. It was never particularly scientific and was based mostly on the opinions of the people around that big table.More recently, the script has flipped, and, in the era of page view-driven digital journalism, endless sources are filling the internet with the kind of content people want to read.Speak your audience’s languageThe real insight comes once you truly understand your audience and begin delivering content that’s going to speak to them, knowing that business goals are always more attainable with an engaged, committed reader.This is how th…

4 tips for creating epic nurture campaigns

Marketers are cool people. We tend to be very aware of the world around us — what’s epic and what’s yesterday’s news. We are thought leaders focused on driving change for others. And we want to be involved in doing legendary work.Running rad nurture campaigns or leveraging savage predictive intelligence ensures we’re doing it right, while deploying only batch-and-blast email campaigns makes us feel grumpy.Shaking that feeling off and transitioning to a world of proactive and reactive nurture campaigns isn’t easy. It takes more than the right marketing automation platform. Organizational change is a key element to successful nurture campaigns.Sure, selecting the right marketing automation tool is important. And having resources to leverage that tool is a necessity. But without changes to your strategy and planning, the way you utilize content and the relationship between sales and marketing organizations, you won’t be able to shake off the old way of doing things.StrategyNo longer is t…

Totango rolls out first chatbot for customer success

Customer success platform Totango is the latest vendor to offer a bot as a conversational interface to data.This week, the San Mateo, California-based company released Zoe, a text-based chatbot for the collaborative work environment Slack or for email. Other environments are on the drawing board.CEO and co-founder Guy Nirpaz told me that this is the first bot designed for a customer success platform. It joins a growing number of marketing and business intelligence firms that are using bots and intelligent agents to make the data more accessible, including business analytics provider Sisense’s Amazon Alexa skill and chatbots, and marketing analytics firm Datorama’s employment of Alexa.[Read the full article on MarTech Today.]

via Marketing Land

How Facebook Messenger bots can now push out native, episodic content

Chat bots have cropped up as a way for marketers and media companies to push out content posted elsewhere. Just as a brand’s how-to tutorial or a publisher’s news article can be distributed through a Facebook page or Twitter account, so can it be sent through a Facebook Messenger bot. And now, just as a Facebook page or Twitter account can be home to platform-specific content like a native video or a Canvas or Moment post, so too can a Facebook Messenger bot host native content.Octane AI, a company that offers tools to create chat bots for Facebook Messenger, has developed a tool that packages a predefined message thread into an individual piece of content. Called Convos these episodic conversations can be distributed as links outside of Messenger, like a branded video or news article.“What we’ve done is actually very similar to Quartz,” said Octane AI CEO Matt Schlicht.He’s referring to news publisher Quartz’s mobile app released last year that deconstructs traditional text articles …

3 ROI-positive ways to segment your remarketing audiences

Everyone knows that remarketing is an efficient method of bringing back users to get them to convert.But are you being smart about your remarketing efforts? It’s not a one-size-fits-all endeavor; segmentation is a huge part of the picture.In other words, don’t just dump everyone who has visited your site and remarket to them; think about how you can segment visitors into groups of identifiable characteristics that can allow you to create a more tailored (and ROI-positive) experience. In this post, we’ll explore three simple segmentation types that can drive huge results for your remarketing dollar.1) Audience segmentation based on website interactionThis allows us to understand and speak to a user’s intent. For example, compare someone who has visited the home page and bounced with someone who has gotten to a signup page/lead form/add-to-cart page and bounced; we know the latter person has higher intent. At the very minimum, you should be segmenting your audiences by “researchers” vs …

Reports: It’s cheaper to drive app-installs but harder to retain “high value” consumers

A report from Adobe declared the “app boom” over in developed markets like the US, with a marked decline in app installs. Two new reports from Fisku and Sensor Tower offer a slightly different and more nuanced picture of the app landscape in the US.Fisku said that in December and January, the cost of media to drive app installs declined. These lower advertising costs drove an increase in app install rates across both iOS and Android.By comparison, Sensor Tower found that year over year  app downloads per device (iOS only) declined from a total of 35 in 2015 to 33 in 2016. In particular, social networking apps saw the largest declines across the top five categories.But while app installs declined somewhat, Sensor Tower reports that iPhone users spent more money on paid apps and in-app purchases in 2016 than in 2015.Owners of iPhones spent an average of $40 last year on apps. The bulk of that spending came in the games category ($27), which increased from $25 in 2015. Entertainment cate…

A better way to build martech software

In this ebook, Indusa explores a better way to build martech. Martech companies are their own unique creatures. While they do need to build software like any other SaaS or product company, martech firms also need to navigate the startup world (read: short runways, little to no room for failure, and limited resources) along with the marketing domain.This white paper explores:the intersection of technology and marketing.the digital transformation that the marketing world is undergoing.how martech firms are paying attention to the edges of their software products to move beyond product and into profit.Visit Digital Marketing Depot to download this MarTech ebook.

via Marketing Land

YouTube debuts TV subscription service, at $35 a month for 6 accounts

Bloomicon / Shutterstock.com Every day people spend almost as much time watching YouTube as TV. And now they can watch TV on YouTube.On Tuesday, YouTube debuted a cable TV-style subscription service so that people can pay to stream live and recorded shows from the four broadcast TV networks and roughly three dozen cable networks through a new YouTube TV site and a new YouTube TV mobile app.Called YouTube TV, the service will cost $35 a month for six accounts and will become available “in the next few months,” said YouTube CEO Susan Wojcicki, who announced YouTube TV during an event at the company’s YouTube Space LA studio in Los Angeles. YouTube has published a page on its site for people to sign up to be notified when YouTube TV becomes available in their area.YouTube TV will carry 40 total TV networks, including local broadcast channels and cable networks like Bravo, E!, ESPN, Fox News, FX, MSNBC, National Geographic Channel and USA Network. People will also have the option of paying…

Marketing Day: Martech data, avoiding fake news on GDN & YouTube’s latest milestone

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:5 ways you can improve your new business’s visibility on Google Maps
Feb 28, 2017 by Wesley Young
Columnist Wesley Young compares the online presence of several new businesses to find out what makes one stand out and consistently outperform the others in Google Map search results.Why martech data should drive ad tech
Feb 28, 2017 by Chuck Moran
Customer data, the engine that drives your ad campaigns, is often divorced from the ad tech stack. Columnist Chuck Moran discusses how integrating martech and ad tech stacks can enhance programs, optimize delivery and maximize ROI on media spend.Need to contact Google My Business support? Use Twitter!
Feb 28, 2017 by Greg Gifford
While phone support may no longer be accessible if you need help with Google My Business, columnist Greg Gifford notes that social media support is available (and good!).Brand …

5 ways you can improve your new business’s visibility on Google Maps

New businesses need all the help they can get to attract customers, generate revenue and establish themselves to compete with existing companies. And for brick-and-mortar storefronts, being found on Google Maps is key to driving traffic to the business.Due to the economic explosion in the Plano and Frisco suburbs of Dallas, opening of new local stores is rampant. New commercial developments are being built and filled with shops within a matter of months. This growth also provides the ability to make some interesting Google Map search observations, as comparisons can be made between stores with similar attributes.I’ll take a look at new restaurants located in the map area below. It’s a less-than-one-mile stretch of a busy road running north to south. The east side of Preston Road is substantially built out and has many established businesses and restaurants that have been there for several years. The west side of Preston Road is very new — all five restaurants there opened between summ…

Why martech data should drive ad tech

It’s not a shock to say that chief marketing officers (CMOs) today are likely spending significant time on tech solutions management — often taking them away from their core marketing focus.A big portion of a CMO’s role today is to drive the marriage of martech and ad tech into a unified stack that provides a 360° view of their consumer. This more complete consumer view is what powers a CMO’s efforts to develop and deploy rich, integrated marketing programs designed to engage and nurture customer relationships, as well as drive consumer acquisition and advocacy. But the processes of integrating martech and ad tech can be all-consuming, especially because platforms that comprise the technology stack do not always speak harmoniously to one another.To avoid drowning in the complexities of marrying platforms, I suggest an iterative approach to integration that focuses on data and its complete journey through the martech and ad tech platforms. In an ideal world, data is the engine that giv…