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Showing posts from May 9, 2019
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If you’re not remarketing keywords, you’re missing out

As a small or medium sized business owner, you have been rocking it at PPC lately. You’ve got a few different campaigns running, you’ve developed a solid list of keywords, optimized for mobile, and you even revisit these campaigns consistently to make sure they bring about solid lead generations (the whole point of PPC, right?). Great job!Quick question though: Are you remarketing those keywords? As the PPC landscape has become more sophisticated, targeting methods have gone beyond keywords, allowing small and medium-sized businesses to interact with potential customers alongside their entire purchase cycle. In other words, if you’re not remarketing keywords, you’re missing out!What’s remarketing?Remarketing campaigns allow you to continually engage with people who have visited your website, but didn’t make a purchase. Through targeted pay-per-click ads, you can make sure your brand is front and center at relevant places throughout the internet, reminding the user of their interaction…

Applying the ‘Jobs to be Done’ theory to your email marketing campaign

In his book, “Innovator’s Solution,” Clayton Christiansen told the story of a restaurant chain that wanted to increase the sales of their milkshakes. After observing their customers, they realized that milkshakes were serving completely different roles for different kinds of customers. For some customers, a milkshake was a tool for calming their kids down. For others, it was a way to get a quick breakfast on their way to work.One lesson from this anecdote is that there is a difference between knowing your product, and knowing how your customers use your product. Businesses need to know the problems their customers are solving, or as the approach has become known, the Job to be Done.Recently, we had an opportunity to apply the Jobs to be Done approach to an email marketing campaign. The client was a B2B software company that supports and automates aspects of the recruiting process. When we began the engagement, we suggested that email marketing can be used as the centerpiece of a three…

Digital marketing strategy guide for B2B industrial manufacturers

The digital marketing strategies used in B2B for the industrial sector are completely different from the strategies used in other industries because the audience is unique. According to the 2018 buyer survey report, 31% of buyers said that their buying cycles are longer when compared to 2017. Of them, 76% of buyers desired content that speaks to their company needs. And 65% of them followed peer recommendations and online reviews. That’s why manufacturers need digital marketing because each touch point is critical.I will explain it step by step on how to create a digital marketing strategy that you need to apply in order to get relevant traffic and to increase your ROI.B2B industrial manufacturers digital marketing tips:Collect important information from the clientIt is very important to collect the following information from the client:List of products or services that provide higher ROICompetitorsKeywords or topics  that they consider relevantTarget marketThe location where the clie…

Safari’s ITP lead on Chrome’s tracking prevention: It ‘has a long way to go’

John Wilander, Apple Webkit engineer and architect of Safari’s Intelligent Tracking Prevention (ITP) solution, said Wednesday that Chrome’s new approach to privacy and cookie handling will do little to stop trackers.Google announced Tuesday that it is changing the way its Chrome browser handles third-party cookies and will more aggressively aim to limit fingerprinting. It will require developers to identify cookies that are allowed to work across sites and potentially could be used to track users with a mechanism based on the web’s SameSite cookie attribute. Cookies without the new SameSite attribute will not be available in a third-party context. The browser will later introduce tools to allow users to block or clear third-party cookies and keep first-party cookies to stay logged in and retain site settings.“What Chrome has announced is a change to their default cookie policy, going from allowing third-party cookie access to not allowing it,”  Wilander said in a Twitter thread. “Howe…

As part of broader privacy push, Google gives users more control over location data

One of the major themes of Facebook’s F8 developer conference and this week’s Google I/O is privacy. Location is a sensitive and central part of the broader privacy discussion. Survey data have repeatedly shown that users care about who gets access to their location data and want more control over it.Android has historically given developers broad access to device location and provided less transparency and control for users than the iPhone (although there’s been some backpedaling by Apple). But with the forthcoming Android Q, smartphone owners will soon have much more control over location permissions. (There are a ton of new features in the OS update, which I won’t talk about here.)What’s changing for users. At the most basic level, Google is making it easier for users to find privacy controls, by tapping on the profile picture in the upper right corner of various Google products (search, Maps, YouTube, etc.). Google explained that soon “you’ll be able to review and delete your loca…