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Showing posts from April 16, 2019
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3 methods to test your email segmentation and increase conversions

Email list segmentation is a critical component of any successful email marketing campaign. Building custom segments is a highly valuable practice, but many organizations tend to overlook the benefits of segmentation.Segmentation affords us the opportunity to improve our messaging and calls-to-action based on the target audience, and testing our segmentation enables us to get to know our customers and behavior even better. Understanding our existing customers and prospects should drive cross-channel acquisition efforts, and allow us to better identify and target new subscribers.Most email service providers (ESPs) provide tools for A/B testing, allowing email marketers to monitor the performance of emails with different variables — subject lines, link placement, etc. — and send the higher-performing variation to the remainder of the target audience. Testing your segments, however, allows you to monitor how emails perform with highly targeted groups and will provide valuable insights ab…

How 2019 Stackie Award winner Sargento cooked up their stack

What’s the secret to putting together a useful visualization of your marketing technology stack? Well, in the case of 2019 Stackie winner and food company Sargento, it required more than a few chefs.“The concept development took two weeks,” said Sargento senior marketing manager Cami Schenck about the company’s winning martech slide, “It was a collaborative effort across our core digital team, including our media manager Celeste Eby, graphic designer Gina Pethan and myself.”Schenck said the first step to building out Sargento’s winning slide involved isolating the different elements of their stack.“The core data strategy team understood the connection points of the technologies and how they were being leveraged. Our digital creative had a high-level understanding of the goal, which led her to the first ‘Aha!’ moment — which was the brand metaphor.”From there, the creative design took shape with the visual organization of the columns — “Plan your meal,” “Create your dish,” “Activate yo…

The retailers and brands delivering first-rate mobile AR experiences

Isabelle Hierholtz, the user strategy director for the AR/VR/XR advisor company Digi-Capital, believes mobile AR advertising offers companies an easy place to start when trying to adopt a mobile AR strategy.“This can be done with digital agency partnerships as a first step. It’s a good way to learn what works and what doesn’t,” said Hierholtz, “What’s more challenging is integrating mobile AR into your core business, which requires a bit more time and money.”Hierholtz took the stage at the MarTech Conference in San Jose last week, leading the “Growing Marketing ROI with Mobile AR” session that was part of the technology track. She offered the audience insight on integrating mobile AR strategies into virtual, online and physical retail experiences, sharing examples to demonstrate how mobile AR is changing businesses.The brands getting it right. During her session, Hieholtz pointed to a number of brands using mobile AR, including Lego, Houzz, Olay and Walmart.Houzz, the interior design …

Choosing a marketing automation platform

The proliferation of digital channels and devices can make it difficult for B2B marketers to accurately target prospects with the right messages, on the right devices, at the right times. Faced with these challenging market dynamics and increasing ROI pressure, B2B marketers at companies of all sizes can gain benefits from a marketing automation platform.MarTech Today’s “B2B Marketing Automation Platforms: A Marketer’s Guide” examines the market for B2B marketing automation software platforms and the considerations involved in implementing this software in your business. This 48-page report is your source for the latest trends, opportunities and challenges facing the market for B2B marketing automation software tools as seen by industry leaders, vendors and their customers.Also included in the report are profiles of the 14 leading marketing automation vendors, pricing information, capabilities comparisons and recommended steps for evaluating and purchasing.If you are a marketer lookin…

Facebook gives Ads Manager a design refresh and launches new cost cap bidding strategy

Facebook announced on Tuesday it is refreshing its Ads Manager interface to improve navigation and deliver a cleaner design to help advertisers manage campaigns. The company also said it will be updating its Business Manager platform later this year to make it easier for agencies to on-board new clients within the system.Facebook also introduced a new “cost cap” bidding strategy for advertisers, giving them a third option beyond bidding strategies focused on conversion volume and cost predictability.Ads Manager gets a refresh. Starting on Tuesday, Facebook began rolling out a design refresh to its Ads Manager, with more simplified navigation features, cleaner interface and an updated campaign management experience. The platform includes a new navigation bar to offer more space for managing campaigns and highlights ad performance and reporting tools.Advertisers also have a new copy and paste feature for building ads, and an auto-naming feature designed to help advertisers quickly custo…

How to optimize paid search ads for phone calls

There have been an abundance of hand-wringing articles published that wonder if the era of the phone call is over, not to mention speculation that millennials would give up the option to make a phone call altogetherif it meant unlimited data.But actually, the rise of direct dialing through voice assistants and click to call buttons for mobile search means that calls are now totally intertwined with online activity.Calling versus buying online is no longer an either/or proposition. When it comes to complicated purchases like insurance, healthcare, and mortgages, the need for human help is even more pronounced. Overhalf of consumersprefer to talk to an agent on the phone in these high-stakes situations.In fact, 70% of consumers have useda click to call button. And three timesas many people prefer speaking with a live human over a tedious web form. And calls aren’t just great for consumers either. A recent study by Invoca found that calls actually convert at ten times the rate of clicks.…

4 stats on what wins on Amazon vs. Walmart

Previously, I’ve outlined some findings from Amazon benchmark reports in this column, but applying those findings across other retailers required some degree of guesswork. Which metrics or trends are transferrable in light of different site experiences, consumer bases, etc.? With the latest report from Salsify (my employer) including data directly comparing the product content landscape across the same category on both Amazon and Walmart.com, you can better answer those questions.Specifically, the study analyzed the product content across more than 71,000 toys and games pages on Amazon, and more than 9,000 pages in the toys category on Walmart. Products on each retailer are also measured based on sales rank, with top- and poor-selling products being those in the top or bottom 10% of sales rank at a given price point, respectively.While this analysis just covers a single vertical, it highlights the many similarities but also the important differences between what constitutes winning pr…

9 Smart Ways To Speed up WordPress & Reduce Loading Time

Want to reduce your WordPress website loading time? Well, I’m sharing nine smart tricks that you could use right now to speed up a WordPress website. How to use SML WordPress Speedup Tutorial: SML = ShoutMeLoud Even though I have done my best to make this tutorial as beginner friendly as I could, it still […]9 Smart Ways To Speed up WordPress & Reduce Loading Time is a post from ShoutMeLoud - Shouters Who Inspires

from ShoutMeLoud

How to Create a Sitemap in WordPress (XML and HTML)

You create a lot of great content at your WordPress site, but that content is only valuable if humans and search engines are actually able to find it. Sitemaps help you accomplish that by essentially giving humans and search engines a “map” of all the content on your “site” (hence the name). That makes them […]How to Create a Sitemap in WordPress (XML and HTML) is a post from ShoutMeLoud - Shouters Who Inspires

from ShoutMeLoud

How to conduct a branded search audit

Search queries for your brand name, called “brand searches,” are among the most important keywords in a keyword portfolio. Even so, marketers are not often paying as much attention to these types of queries as they should.While juicy high-volume non-branded queries are exciting, providing your audience and customers with helpful brand information it is an equally thrilling prospect. The truth is that users for many brands, big and small, are commonly underserved by branded search results they find.In this post, we’ll show you exactly how to conduct a branded search audit, identify failing results, and implement improvements. This audit is one that we perform for our clients at Stella Rising.Now you can do the same for your clients or website.The first part of the audit is about setting the stage. Do you know what ratio of your traffic is the result of non-brand queries vs. brand queries? You should. In this section of the audit, you’ll set the stage to discuss the importance of what y…

Donald Glover’s Airdrop stunt at Coachella proves experiential marketing gets bolder with influence

Artist Donald Glover (aka Childish Gambino) used iOS Airdrop at Coachella to surprise random festival-goers with a photo of shoes he created in collaboration with Adidas. Those who accepted the Airdrop received a free pair of the sneakers – with terms and conditions, of course.The lucky recipients had to sign a contract stating they would wear the shoes, attend the show, and keep the shoes on all weekend. Experiential marketing in action.childish gambino airdropped a picture at coachella of his adidas collab and everyone who accepted got a pair of his unreleased shoes… pic.twitter.com/JLKsmNb4LM— jay ➐ (@THEGOODSlDE) April 12, 2019Why we should careGlover’s Airdrop play comes at a time when experiential marketing is making waves. From Chanel’s Le Rouge Pop-Up to Refinery29’s 29Rooms funhouse, brands are finding ways to invite customers into their story.But the creative experiences are only part of the strategy. In Adidas’ case, the brand leveraged Glover’s celebrity to influence an au…