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Showing posts from September 7, 2017

Live Chat Best Practices for Conversion Rate Optimization

As many as three-quarters of website visitors abandon their shopping carts, and nearly 50 percent bounce from your site. Wouldn’t it be great if you could read your website visitors’ body language while they are browsing — and better understand which visitors you can profitably engage with and what they need to make those purchases?On September 19, join our e-commerce and conversion optimization experts as they explain how you can read your visitors’ intent signals — accurately and instantly — to optimize website conversion. They’ll explore how live chat can increase visitor engagement and sales, and how you can determine which site visitors need a real person to give them a helping hand. You’ll learn:how to identify and engage with visitors who are more likely to to track, measure and prove revenue lift with live chat.why more than 80 percent of brands will offer live chat online by the end of 2018.Register today for “Live Chat Best Practices for Conversion Rate Optimizat…

A brief history of customer loyalty

As we move closer to 2018, many retailers will try to break through the clutter and grab their portion of the more than $1 trillion being spent by consumers this holiday season. What many of them don’t realize is that much of their success will be predicated on how they handled their relationship with customers over the previous 11 months.What follows is a brief history of customer loyalty and some insights into how businesses have set themselves up for success during the holiday season.When I was a five years old, the first thing I ever joined was the Frito Bandito fan club. I nagged my mom for countless bags of Fritos corn chips, then cut out the UPCs and mailed them off to the company, along with a self-addressed stamped envelope. Six weeks later, I received a certificate, along with a club badge and a sombrero eraser.I was part of something that was bigger than myself — I saw it on television, and finally, something in the mail was for me. I remained a loyal customer for a couple …

The holy grail of engagement starts with your employees

Jack Welch, the legendary former chairman and CEO of General Electric, nailed it when he told the Kansas City Business Journal, “There are only three measurements that tell you nearly everything you need to know about your organization’s overall performance: employee engagement, customer satisfaction, and cash flow.”It’s a good bet that if Welch were to boil this down to just one measurement, he’d emphatically opt for employee engagement, because that’s where it all begins.In the “Engagement Economy,” employee engagement is the tip of the spear. Done right, engagement is a continuum of goodwill, value and reciprocity. Think about it: employees -> customers -> prospects -> partners -> shareholders. If your employees are not engaged, you’re stuck in the starting gate.Author Sybil F. Stershic (“Taking Care of the People Who Matter Most: A Guide to Employee-Customer Care”) writes, “The way your employees feel is the way your customers will feel. And if your employees don’t fee…

How Dr. Martens’ VP of digital & e-commerce is using martech to create ‘super-audiences’

Dr. Martens has built its brand around self-expression, individuality and rebellion — it is the punk rock boot. But even a punk rock brand wants to create relevant messaging that connects with consumers.“I believe our learnings support industry findings — that delivering the right, tailored message, to the right group of people, at the right time — is not only best for the brand, but for the business, and ultimately, our customers,” says Kyle Duford, VP of digital and e-commerce for Dr. Martens.In his role, Duford oversees all of the brand’s e-commerce best practices, optimization and growth. He says his newly formed digital innovation team is constantly looking for areas within the business where they can partner with other department heads to accelerate enterprise growth through digitization of the business.In addition to surfacing internal opportunities to extend the brand’s digital efforts, Dr. Martens’ e-commerce teams have started creating super-audiences via personalization ef…

IDC’s Gerry Murray: AI isn’t just one thing

The big thing about artificial intelligence (AI), IDC Research Director Gerry Murray told me, is that it isn’t just one thing.“It’s many things,” he said, “and you can’t just use AI as a catch-all.”It’s like talking about “sports,” Murray added. (He will be speaking about “Next Tech for Marketing” at our MarTech Conference this October in Boston.) “’Sports’ include baseball, but also parachuting, so they’re not comparable to each other.”This is the same kind of conversation people might have had about the Industrial Revolution, he said. “You have to look at each individual application.”[Read the full article on MarTech Today.]

via Marketing Land

DemandJump releases Traffic Cloud platform to track origins of your — and your competitors’ — site traffic

Marketing analytics platform DemandJump is releasing this week its first product, an artificial intelligence-powered platform that tracks incoming site traffic.Called Traffic Cloud, the platform has previously been tested with a couple of dozen brands in pharma, CPG, retail and e-commerce over eight months of a beta period. It maps visitor traffic to a brand’s website, so that Brand X can see the sites, blogs, search terms or social networks its visitors came from — going back three levels.The referring data shows which traffic sources — including social influencers and types of content — generated the customers who bought the most on Brand X’s site.With this information, a brand could, for instance, decide to spend money advertising on Site ABC, because that’s where the most traffic or the best customers come from.[Read the full article on MarTech Today.]

via Marketing Land

Avoid programmatic fraud with these strategic tips

It seems as though you can’t read about programmatic these days without the mention of fraud. A recent study commissioned by two WPP media buying agencies estimated that fraudulent traffic could cost digital advertisers upwards of $16.4 billion in 2017 alone. That figure is staggering and rightfully makes the topic of fraud a constant in industry narratives and digital marketplaces — and it doesn’t seem to be disappearing anytime soon.Marketers face a dilemma when it comes to programmatic technology: embrace the benefits of scale, efficiency and targeting, and expose yourself to the fraud lurking in the background.Luckily, fraud can be consciously avoided and isn’t something you simply have to surrender to in a programmatic campaign. It all relies on campaign execution. After all, the campaigns that experience a large percentage of fraud are typically suffering from poor execution strategy.Although it may seem as though your anti-fraud choices are limited, marketers, in fact, have man…

Baidu SEO: How to optimize for China’s biggest search engine

Speak to pretty much anyone about SEO and the rhetoric will largely be in regards to the “Big G”.It makes sense. Google has a worryingly large share of the search engine market, especially in Europe and the US, so why would SEOs spend additional time trying to capture traffic from the lesser-used search engines?However, unless you’ve been a conspiracy theory style recluse for the last two decades, you will have noticed that China is a country with a rather large amount of people, and this comes with new opportunities.The Chinese market represents significant opportunity across the board. Admittedly, the opportunities within ultra high growth manufacturing businesses may not be what they were a decade ago but for those willing to make the jump there is the opportunity to tap into one of the world’s largest economies.The problem? The Chinese search market is one of the only places in the world where Google is not King; they’re not even heir apparent (they almost totally exited China a n…

Instagram starts testing Facebook’s app-like Canvas ads within Stories feed

Facebook is bringing its most creative ad format to its most creative app.Over a year after Facebook said it would extend its Canvas ad format to Instagram, the photo-and-video app has started testing Canvas ads within people’s Stories feeds, an Instagram spokesperson confirmed.“We are beginning to test an integration of Canvas with ads in Instagram Stories. Since the launch of ads in stories, we’ve been focused on delivering business value to advertisers and Canvas offers a seamless extension of the full screen immersive experience, helping marketers tell compelling brand and product stories,” said an Instagram spokesperson in an emailed statement.The test is limited to certain brands buying ads through Instagram’s API, but an eventual official extension of Canvas to Instagram should be something of a no-brainer.In September 2015, Facebook debuted the mobile-only, fast-loading ad format to appeal to brand advertisers craving to get more creative on the social network. Those are the s…

Google Data Studio adds third-party data connectors from Supermetrics and others

Google Data Studio, Google’s free tool for creating visual reporting dashboards, natively connects to other Google products such as AdWords, Analytics and Google Sheets. But importing data from other sources using Google Sheets is not always an elegant or comprehensive solution. On Wednesday, Google introduced a beta for third-party connectors. Supermetrics is among the launch partners.Users will find the new options in the Data Studio Community Connectors Gallery. I had a demo of the Supermetrics connectors last month. The native connection enables data from the 20-plus marketing platforms Supermetrics connects with, such as Bing Ads, DoubleClick, Facebook Ads, LinkedIn Ads, Twitter Ads and Yahoo Gemini, to be brought into Data Studio seamlessly.Users can also connect to multiple accounts in a channel and set a default conversion window when connecting to other channels. Below is a look at the Facebook Ads connector from Supermetrics, which is a paid service and requires a license:Wi…

Marketing Day: RhythmOne buys YuMe, link building campaigns & the duopoly dilemma

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:Martech enablement series: Part 5 — The team strategy
Sep 6, 2017 by Peter Ladka
In Part 5 of a nine-part series, contributor Peter Ladka explains how to create overarching goals for your martech strategy that will provide insight and guidance for your martech team.Becoming a martech mastermind: Agility, proficiency and accountability
Sep 6, 2017 by Andy Betts
In the fast-growing martech space, how do you become a marketing technology mastermind? Contributor Andy Betts takes a look at the skills you need to win in this ever-evolving landscape.Why Facebook says its ads can reach more people in the US than live there
Sep 6, 2017 by Tim Peterson
For one, Facebook counts residents and travelers.Scale local by thinking vertically: 75 ways to orient a local campaign
Sep 6, 2017 by Megan Hannay
Sponsoring Cannes or the Boston Marathon might not be in …

Martech enablement series: Part 5 — The team strategy

Welcome to Part 5 of: “A Nine Part Practical Guide to Martech Enablement.” This is a progressive guide, with each part building on the prior sections and focused on outlining a process to build a data-driven, technology-driven marketing organization within your company. Below is a list of the previous articles for your reference:Part 1: What is Martech Enablement?Part 2: The Race Team AnalogyPart 3: The Team MembersPart 4: Building the TeamAs we proceed from here, I really can’t reinforce enough what I stated so strongly in Part 1 of this guide: The process of martech enablement itself is an iterative, methodical process that will result in digital maturity and digital transformation.This is not a project you execute and voila, your marketing organization is transformed. Martech enablement requires a commitment to creating objectives and then iteratively establishing achievable goals and executing tactics to meet them.The iterative “sprints” consist of repeating the process for increm…

Becoming a martech mastermind: Agility, proficiency and accountability

The evolution of Scott Brinker’s iconic Marketing Technology Landscape graphic since 2015 tells the tale of an industry rapidly evolving and bursting at the seams. That was the year the number of martech companies doubled year over year to nearly 2,000 vendors, all the way from just 150 when he began illustrating the proliferation of martech solutions back in 2011. Last year it became a “supergraphic,” itemizing close to 4,000 martech vendors across categories like Advertising & Promotion, Content & Experience, Social & Relationship and more.Today, it’s ballooned into the “Martech 5000,” comprising 44.2 percent private companies, 48.8 percent investor-backed startups and 6.9 percent enterprises (defined as having at least 1,000 employees or being publicly owned).In fact, the monster that is martech has the potential to swallow ad tech whole. In this post, we’ll have a look at the current state of martech and what you need to become a mastermind in this exciting, rapidly gr…