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Showing posts from July 10, 2018
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Want real email results? Stop focusing on the open rate

Even after all this time, when we’ve learned so much about what matters in email performance, I’m still hearing people say things like “It’s all about the open.”I just heard that line at a recent conference, and it took all my willpower not to challenge the speaker right at the podium.Folks, it’s not all about the open. It’s all about the clicks. What are your customers clicking on in the email? Are you mapping those clicks and learning from them?Sure, when you’re talking about subject lines, you do need to get that open. Without the open, you don’t get anything. But I don’t know anybody who gets compensated on opens.The open rate is not a key performance indicator. It’s not what your clients or your bosses want to see. They want to see conversions, and it takes clicks to get those conversions. Further, those clicks will yield data you can use in your segmentation, targeting and trigger strategies to deliver the most relevant content possible.Opens don’t drive relevance, and, in today…

Voice user interfaces will work together with graphical user interfaces

The base of Amazon Echo, a smart speaker home of voice agent Alexa Considering the evolutionary ladder of user interfaces, you might think the voice user interface (VUI) will replace the graphical user interface (GUI).According to two voice interface experts, it’s not like humans and dinosaurs. In this evolutionary scheme, VUI and GUI will co-exist in a symbiotic relationship.Part of that symbiosis is the similar pronunciation of their acronyms. VUI is pronounced “vooey,” a counterpart to GUI’s “gooey.”Tom Hebner, currently Global Head of Innovation at voice tech firm Nuance and former head of the VUI team there, told me that his company — a leader in voice recognition — has been using the term VUI since the turn of this century.“One of my objectives was to get rid of the name ‘vooey,’” he said, although that effort has failed. “Now, I’m stuck with ‘vooey.’”[Read the full article on MarTech Today.]The post Voice user interfaces will work together with graphical user interfaces appeared…

Report: Most consumers think companies aren’t doing enough to protect their data

Consumers are still confused about how their privacy is being handled and want companies to do more to protect them, according to new research released Tuesday by digital advertising platform Choozle.According to the report, a full 89 percent of consumers polled wish companies would take additional steps to protect their data. Seventy-eight percent think the US government should get involved by mandating stricter privacy and security standards.Choozle based its research on a survey of 502 adult US consumers representing a variety of ages and income levels. The company’s “2018 Digital Advertising Trends Survey” checked in with consumers to get their opinions on privacy and see if predicted trends for 2018 were on track.Consumers continue to be befuddled by dataEven though 63 percent of respondents said that they know companies make money by selling their personal data, nearly half (44 percent) said they knew little to nothing about what data companies hold on them.The report also revea…

Google Shopping and how to capitalize on your new shop window

Google Shopping has been growing in prominence in the search results, which is no surprise given the attractiveness of the image-based ads and the mobile-friendly experience.Advertisers have enjoyed the extremely high conversion rates driven by the natural filtration shopping ads deliver. Much like an offline shopping experience, a customer can decide if they like an item (and the price) before the click ever happens.As the Shopping results have matured, the higher conversion rates have naturally led to higher costs as the market balances out but only recently, Google announced a discount on clicks bought through a different comparison provider within Google Shopping results.Clearly, Shopping presents a huge opportunity for many digital retailers. But when you take a step back, there’s another reason that brands should be focusing on this channel.In addition to having high conversion rates because they filter out clicks from disinterested users, the Shopping results are a really good …

Are your marketing efforts hurting sales? The need for a consistent view of the consumer journey

Marketing professionals working with brands large and small across the world are facing a problem. Measuring marketing impact and quickly finding ways to drive a higher ROI has never been easy – many of the tools upon which we rely were developed when we were primarily marketing on a handful of television networks, a few radio stations, and in local newspapers.The challenge has only grown with the proliferation of entertainment and news options available with cable television, non-terrestrial radio, email, social media, and the myriad distractions popping up almost every day.“We still don’t have a consistent view of the customer,” says Gartner analyst, Christi Eubanks. She believes that this perspective is critical if we want to “optimize spend, increase attention, and maximize satisfaction.” This failure to get a “consistent view of the customer” can cause significant challenges when marketers look to maximize the performance of their marketing mix.A simple challenge with no simple s…

Marketing Day: Google to be fined, SMX Advanced, recaps, Quora ads & more

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:Report: Second big EU antitrust fine against Google coming next week
Jul 9, 2018 by Greg Sterling
Reports speculate that Google will be forced to decouple Google Play access from app pre-install rules, clearing the way for new “default” apps.How to use Quora ads for big results in every step of the funnel
Jul 9, 2018 by Joe Martinez
Contributor Joe Martinez overcomes a momentary feeling of greed to give up great insights and audience targeting tips using Quora Ads.Analyst firm: Smart speaker market will reach 100M units by year-end
Jul 9, 2018 by Greg Sterling
The US is the largest market, followed by China, which is still undeveloped.Be careful what content you cut from your site
Jul 9, 2018 by Janet Driscoll Miller
Contributor Janet Driscoll Miller helps you determine how to make your website lean and mean without eliminating big traffic driv…

Reddit gives advertisers the option to include call-to-action buttons in ads

Reddit rolled out a new ad feature today, giving advertisers the option to include a call-to-action (CTA) button within ads.According to a post on the platform’s r/redditads subreddit, advertisers can choose from 13 different CTA copy options:Download.Install.Shop Now.View More.Sign Up.Learn More.Contact Us.Get Showtimes.Get a Quote.See Menu.Apply Now.Watch Now.Play Now.Advertisers will find the CTA button options in a drop-down menu in the Ads Dashboard toward the bottom of the Ad Creation page. The buttons are available in the newly redesigned Reddit platform on desktop, mobile and Reddit app. Here’s what they look like on desktop and mobile:DesktopMobileReddit recently launched a newly redesigned site and has been adding to its ad product lineup. Last month, the company launched native autoplay video ads that are optimized for the redesign.Earlier this year, Reddit made its native ads available in its Android app, after adding promoted posts to its mobile apps.The post Reddit gives…

Report: Second big EU antitrust fine against Google coming next week

Reports out today from the The Washington Post and Reuters say that the European Commission (EC) is readying a second multibillion-euro fine against Google parent Alphabet. Beyond the fine, the EC will likely demand changes in the company’s rules for phone makers using Android.Currently, Android handset makers, such as Samsung, must comply with certain requirements surrounding pre-installation of selected Google apps (e.g., search, maps, YouTube) if they want to provide access to the Google Play app store. The EC regards this practice as anti-competitive. Google also faced a similar though less costly rebuke in Russia over the same issue.While nothing is certain until formal announcements are made, if Google is compelled to discontinue app pre-installation rules, it remains to be seen how the company and its services will be impacted. My guess would be not much.Years ago, Microsoft was required to stop bundling its Explorer browser with its Windows operating system and give consumers …

How to use Quora ads for big results in every step of the funnel

It’s been a fast year. Quora Ads just recently celebrated its one-year anniversary since launching to the public. I was lucky enough to get in on the beta in early 2017 and have been a huge fan of the platform since it started.Why? Because in one year, Quora allowed me to reach more of my target audience with most of the same features many of the other channels have. I want to show you some of the ways I use Quora Ads for my clients to target users at any stage of the buyer’s journey.Start off with remarketingThe beauty of Quora Ads is that you can see how many of your current site visitors also frequent Quora without ever having to give up your credit card information. Immediately add the Quora pixel to your site to get an estimated size of unique users. If you see a good percentage of your visitors also visit Quora, start here.Typically, we consider remarketing as a deeper-funnel strategy, but that might not always be the case. Create audiences with a variety of time durations and p…