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Showing posts from May 3, 2019
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Why you want ‘clumpy’ binge-buying customers

We’ve all heard of the term the “hot hand” in the context of sports. Basketball players go from missing every shot, to scoring in streaks. Sometimes players are in such a “zone” that he or she seemingly can’t miss a shot. Baseball players also tend to hit home runs in bunches.Throughout my career and through my research at Wharton, I’ve studied the phenomenon of the “hot hand” as it relates to the way consumers tend to buy products and services or consume content. Simply put, customers who consume or buy content in bunches, then go away and come back and buy in bunches, are more valuable to companies than customers who buy at a steady pace.Don’t believe me? Let’s take a deeper look at how measuring binge consumption by customers, or what I call “clumpiness,” can be applied to maximize Customer Lifetime Value, yielding stronger sales and marketing ROI over time.Maximizing Customer Lifetime Value with clumpinessCLV is universally accepted as a central tenet of marketing today. In both a…

The SEO metrics that really matter for your business

Whether you are a business owner, marketing manager or simply just interested in the world of ecommerce, you may be familiar with how a business can approach SEO.To every person involved, the perception of SEO and its success can vary from a sophisticated technical grasp to a knowledge of the essentials.At all levels, measurement and understanding of search data are crucial and different metrics will stand out; from rankings to the finer details of goals and page speed.As you may know, you can’t rely solely on ranks as a method to track your progress. But there are other, simple ways to measure the impact of SEO on a business.In a recent AMA on Reddit, Google’s own Gary Illyes recently urged SEO professionals to stick to the basics and this way of thinking can be applied to the measurement of organic search performance.In this article, we will look to understand the best metrics for your business when it comes to understanding the impact of SEO, and how they can be viewed from a techn…

Brandcast 2019: YouTube updates Google Preferred algorithm, makes originals free with ads

NEW YORK — In an event laden with advertisers and influential video creators alike, YouTube’s Brandcast in New York on Thursday was a brandish of metrics, niche content development and new inventory opportunities in a glamorous pitch for ad dollars.Key announcements included updates to the Google Preferred algorithm, a fresh YouTube TV lineup grounded in specialized interests, deeper performance insights for Google Preferred advertisers, and YouTube Originals series becoming available for free to users as an ad-supported experience.Digging into niche markets. YouTube CEO Susan Wojcicki took to the stage to recognize the wide-reaching influence of YouTube creators – while simultaneously acknowledging the cultural and commercial impact YouTube has on advertisers.“YouTube Creators are the cutting edge of culture, creating entirely new genres we could have never imagined beforehand and diversifying our perspectives in the process,” Wojcicki said. “Most people say the content they watched …

Spotify is testing voice-enabled ads that let listeners command engagement

Spotify announced Thursday it’s testing a new voice-enabled ad experience on mobile to give listeners the ability to interact with content using voice commands.For now, the streaming service is experimenting with the format to direct listeners to branded or original content. The initial test ads promote a branded playlist from Unilever’s Axe and Spotify Studios’ original Clash podcast.How it works. When a voice-enabled ad is served, listeners can opt to engage with it by responding, “Play Now.” That voice command activates the playlist or podcast, which also contain additional ads. If the listener doesn’t respond or says something other than the “Play Now” command, the current audio content will resume as usual.The ads will only be served to a subset of users in the U.S. who have microphone permissions granted in their settings and are streaming from the free, ad-supported version of Spotify. Users can opt out.Why we should care. The new voice command format underscores Spotify’s cont…

Facebook makes ThruPlay default for video campaigns, begins phasing out 10-second view optimization

Facebook is making ThruPlay the default buying option for video ad campaigns, the company announced Thursday.It will also begin the process of sunsetting 10-second video view optimization beginning this month. Starting July 31, Facebook will pause campaigns still set to use the 10-second video view optimization.Why we should careThe ThruPlay video option, launched in September, optimizes ad delivery to target users who are likely to watch the entire video or at least 15 seconds of longer videos. The 10-second delivery optimization option focused on users likely to watch ten seconds or more of a video.After July 31, the ThruPlay ads and 2-second Continuous Video Views will be the only ad delivery optimization options available. Between now and the end of July, advertisers will have to manually switch their 10-second video ad campaigns to one of those options to avoid avoid having their campaigns paused.Facebook will eliminate the option to optimize ad delivery for 10-second video views…