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Showing posts from January 4, 2019
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Google Ads conversion rates by industry: How do you compare?

Google Ads is an expensive game if you get it wrong.So, we figure you’re doing what you can to measure the performance of your campaigns. But just how are you doing that?Our best guess is you’re using your own historical data to measure your success. Of course, the inbuilt problem there is that it’s only your data. And there are few actionable insights you can get from it.Now, we’re not saying it’s useless. These metrics will show you if you’re improving month-on-month, but the data will only show you how you’re improving against yourself.Because when you look at your own historical data, pretty much all you can take from it is: are we doing better than we were doing before?If the answer is no, then back to the drawing board, but if the answer is yes, you’re doing better than before, so good for you.But how does your data stack up against the average across your industry?We’re going to go out on a limb and say you don’t know the answer. You don’t know how you stack up against industry…

Email trustworthiness: Here’s how to avoid looking like spam

We’ve come a long way since the early days of email and its critical role in all corners of the internet. Today, email is the life line between brands and consumers — transactional email helps close the loop on user-initiated transactions, thus limiting the amount of time both parties need to spend tying up loose ends. Password resets have automated the most basic customer service function. Believe it or not, there used to be long wait times on phones to change a password or re-access an application that locked you out. According to Forrester research, a helpdesk call for a password reset can run a company $70 per call!Meanwhile, two-factor authentication that combines mobile apps, PII designated by the user and, on occasion, an email have made critical applications and services more secure. Email is not only the means by which the internet has been built — allowing collaboration between remote parties — but it has become the very foundation of digital identity, in addition to the mos…

It’s post-holiday return season: How marketers can make the best of it

The downside of a great retail holiday season? The aftermath of booming returns season. The United Parcel Service (UPS) expected to process 1.3 million returns on January 3 alone.E-commerce is fueling growth in order returns. Overall, U.S. retail returns are estimated to cost retailers $550 billion by 2020, an increase of 75.2 percent from four years prior. E-commerce returns, meanwhile, increased by 94.8 percent between 2012 and 2017.Convenient returns have become table stakes“Return rates of 15 percent, 20 percent and 30 percent can crush the bottom line profit margins of retailers over the holidays,” Ed Kennedy, senior director of commerce at commerce and content technology provider Episerver, said. “But consumers have come to expect and even demand generous return policies. Many consumers knowingly purchase more than they intend to keep with the understanding retailers like Amazon and others have set the bar high for return policies and have even turned it into a loyalty building …

3 things sales leaders should know about ABM measurement

As a sales leader, you might think account-based marketing (ABM) isn’t for you. After all, it has the word marketing in the name. But the reality is, ABM isn’t something marketing does in a silo — and B2B sales orgs need to get on board.Put simply, ABM is a target account strategy that requires sales and marketing teams to work together to target, engage, and win their best-fit accounts. Sounds like a dream come true, right? Finally, your marketing team isn’t just dumping leads into the funnel and expecting you to sift through a bunch of junk to find a few good prospects. They’re actually helping you convert and close the accounts that matter most.But for this to happen, you have to get comfortable with a new approach to measurement. Let’s look at three things all sales leaders should understand about ABM measurement and reporting.1. ABM requires a separate sales funnel.Don’t make the mistake of lumping your target accounts in with the rest of your pipeline. You need to track them in …

Marketing Day: Cision buys Falcon.io, Facebook Click-to-WhatsApp ads, retail in 2018

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:Cision buys Falcon.io, adding social management features to its earned media stack
Jan 3, 2019 by Barry Levine The company can now offer a full social media listening and management suite, along with its PR tools.Facebook adds new reporting for Click-to-WhatsApp ads
Jan 3, 2019 by Amy Gesenhues Ad campaign objectives now include traffic, conversions (for website), and post engagement.Retail in 2019: Store evolution, tech adoption and what it will take to win
Jan 3, 2019 by Greg Sterling Three retail experts weigh in on the the future of the store.Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:Supercharge your martech stack to achieve personalization at scale
Jan 3, 2019 by Tasso Argyros The heart of personalization is building agility so you can connect data sources and systems to grow and scale along wit…

Cision buys Falcon.io, adding social management features to its earned media stack

A screen from Falcon.io Communications firm Cision announced Thursday it is buying social media management platform Falcon.io.For marketers, social management with PR. The move, CEO Kevin Akeryod said, adds social publishing, engagement, analytics and audience development for social media to the social listening capabilities on his company’s platform, which also provides pitch targeting and relationship management for media publications and the PR Newswire press release service.Together, he said, these capabilities position Cision as the platform for earned media marketing, a space that he said has been left largely open because other major marketing clouds, like Adobe or Oracle, focus primarily on owned and paid media.While the company considers social media, story sharing and PR to be part of earned media, Akeryod noted that it does not place ratings and reviews, employee communications or SEO in that category, as some others do.Latest in a string of purchases. Falcon, with headquart…

Facebook adds new reporting for Click-to-WhatsApp ads

Facebook has added traffic, conversions and page post engagement objectives for its Click-to-WhatsApp ads — ads that launch a WhatsApp chat via the Facebook News Feed.Why marketers should careFacebook’s Click-to-WhatsApp ads offers marketers and advertisers a way to start a conversation with consumers on its encrypted messaging app. The ads can be purchased through Facebook’s Ad Manager platform and display in a user’s Facebook News Feed. Now, in addition to messages, Click-to-WhatsApp ad campaign objectives include traffic, conversions (for website), and post engagement.Facebook has been aiming to monetize its encrypted messaging app for some time now. In Jan. 2018, the company first launched a business app and business profiles for marketers using the WhatsApp messaging app.  Facebook’s Click-to-WhatsApp ads began rolling out in August of last year, launching a pre-filled WhatsApp chat that allowed users to message a business via the app. (Advertisers running Click-to-WhatsApp ads r…

Retail in 2019: Store evolution, tech adoption and what it will take to win

Retail is increasingly a stark tale of winners and losers. Holiday 2018 saw the best retail sales (online and off) in six years, according to MasterCard. In-store sales were up as much as 5 percent, while e-commerce saw almost 20 percent growth.But the other side of the story is closures and bankruptcies; Sears and Toys-R-Us were the two highest profile failures of 2018. But there are plenty of other traditional retailers struggling too. Against that backdrop is the growth of e-commerce and Amazon specifically.As traditional retailers and direct-to-consumer brands with stores adapt to an increasingly complex retail environment, with the looming possibility of recession in 2019, they will need to use their stores, technology and data in smart ways. They’ll also need to potentially rethink the store experience entirely.In that context we asked three retail experts — James Giglio, CEO of MVP Interactive. Amitaabh Malhotra, CMO of Omnyway and Jonathan Cherki, CEO of ContentSquare — to wei…