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Showing posts from August 27, 2018
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Email marketing turned 40 this year. Now what?

Earlier this year marked the 40th anniversary of the first mass marketing email. On May 3, 1978, a marketer for Digital Equipment Corporation named Gary Thuerk sent an unsolicited email pitch to 400 business prospects. Although the email blast resulted in an avalanche of privacy complaints, it served as the foundation of email marketing as we know it today.It’s important to remember that in the early days, marketing emails were essentially spam. Marketers routinely sent emails to massive lists of potential customers — none of whom had willingly subscribed. The original marketing emails also lacked the features that define a quality email today, like HTML, simple design concepts and value-added content.But despite the spammy nature of his email, Thuerk’s mass email generated $13 million in sales for his company — a result every email marketer today would be proud of. The power of email as a marketing channel was clear from the start.The biggest moments in email marketing historyEmail m…

The evolution of search: succeeding in today’s digital ecosystem – part 2

In the first part of our discussion on the evolution of search, we looked at the change in customer behaviors, which has led to a struggle between search engines and apps to remain relevant.We also started to dissect key parts of the new digital ecosystem, looking in detail at the most obvious manifestation of these indirect answers, the information that powers these, and the change in mindset required to capitalize on the opportunities direct answers present. In this second part, we will consider further the outputs of the fundamental changes to search—and what this means for SEO as a channel in the future.Voice is important, but we’re looking at it the wrong wayIt wouldn’t be right to consider the evolution of search and featured snippets without discussing voice search. Many are looking to this as the new frontier for search, doubling down on strategies to become the answer to questions that people ask. Voice search is undoubtedly taking off in a big way, with 2016 being a turning …

Forrester report: Video ad spending expected to hit $103B in 2023

Advertisers will spend a staggering $102.8 billion dollars a year on video ads by 2023, according to a recent Forrester report. That number is up from $90.7 billion this year.Forrester Analytics: Video Advertising Forecast, 2018 To 2023 (US) (free by request) analyzed data collected from various sources, including its ForecastView service. Online video includes both free and paid streaming from web-based services, TV networks and social media.There are a number of important lessons marketers can learn from this data.Online video is on the rise, but don’t count TV out yetOnline video’s share of ad spending is expected to grow from 21.2 percent to 34.3 in 2032, edging out TV’s share. And the number of online video viewers in 2018 (200 million) is fast approaching the size of the TV audience (258 million).Interestingly, 81 million will only watch video from a TV network’s website or app in 2018, but advertisers aren’t there. Only 10 percent of marketers are expected to increase their ad …

How to Start Making More Engaging Videos for Social Media

Have you ever wondered how it is that some videos on social media seem to magnetically draw viewers to them and end up with tons of shares, comments, likes, and other reactions?  The simple answer to that is that these videos are more engaging – and it goes to show just how important it is for you to create engaging videos for social media as well.“What Exactly Makes a Video Engaging?”Before you can start to create engaging videos however, you need to know what it is that makes a video engaging. The definition of video engagement and the methods by which it is measured can vary, but ultimately it is a way to gauge the impact of a video on viewers.To accomplish that engagement measures two different types of factors:Viewer retention that is measured based on the average view length and completion rate.Reactions that is measured by the number of shares, likes, comments, ratings, and other reactions.Although it is a bit subjective, the bottom line is that if you want your video to be eng…