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Showing posts from May 14, 2019
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Beyond call tracking: Measuring sentiment for marketing success

Call analytics can be a touchy subject among some marketing teams, particularly those that have strained relationships with the sales team of their organizations. The tension between the two departments often leaves a gap between our teams that, when bridged, create valuable insights into cross-channel campaign effectiveness and sales results. Thanks to the rise of mobile in e-commerce, digital marketers need to incorporate call analytics into their reporting strategies to tell the whole story of the customer journey.Go beyond basic call trackingAccording to research from Forrester, customers who call tend to buy more, make purchases quicker and remain customers longer than customers from other channels. Customers who initiate an inbound phone call during the customer journey convert an average of 30 percent faster — and spend an average of 28 percent more.Having a handle on customer sentiment will significantly improve your holistic digital strategy. You know what your customers “do”…

Google bringing new Shopping experience with personalization, local and better checkout to U.S. next

In late March, Google rolled out a redesigned shopping destination in France. That turns out to have been a preview of the new global Google.com shopping experience being announced Tuesday at Google Marketing Live.Google Shopping originally launched as Froogle in 2002, then evolved into Google Product Search and ultimately changed its name and model in 2012, becoming a “purely commercial model built on Product Listing Ads.” Throughout that time, the company has watched as Amazon has come to dominate online retail, now with roughly half of all e-commerce spending in the U.S. The new Google Shopping is partly an evolution of the product but equally a new phase in Google’s ongoing competitive response to Amazon.[See our coverage of Google Marketing Live announcements here.]Highly personalized, channel agnostic. To lure consumers from Amazon Google is upping the ante on personalization. It’s also emphasizing omnichannel shopping. Consumers will see shopping recommendations based on their …

Google announces new ‘discovery’ ad formats, revamped Shopping experience, native placements at Google Marketing Live

SAN FRANCISCO — Discovery is a big theme at this year’s Google Marketing Live, its annual event to unveil new ads products, held in San Francisco this year. And several new ad units announced today are designed to address top-of-funnel consumer scenarios. Discovery adsGallery ads and expanded reach for Showcase Shopping ads were all unveiled at GML.These formats share the fact that they’re all highly visual, appear across multiple Google properties and are all automated, like Universal App Campaigns (now App Campaigns). Universal App Campaigns first launched in 2015 and have emerged as a model for all of Google’s newer automated formats.Google also announced a redesigned and improved Google Shopping experience. Last week, we reported on updates to the Google Ads app and new inventory for Local campaigns.Discovery adsDiscovery ads are native ads that appear in multiple Google feed environments. Google’s VP of Product Management Brad Bender said at a press briefing yesterday that Disc…

Adobe Commerce Cloud announces cross-cloud integration with Experience Manager, Adobe Analytics

For digital marketers involved in their organizations’ e-commerce efforts, chances are you are using sales channels like Amazon and Google. For those of you currently using Adobe Commerce Cloud (formerly Magento Commerce), omnichannel sales — and all the digital marketing collaboration that goes into it — might become easier to manage, thanks to new integration capabilities supporting Adobe Experience Manager and Adobe Analytics.“We are as invested as ever in the mid-market” said Jason Woosley, vice president commerce product and platform at Adobe . “We are continuing to invest in additional resources and capabilities to drive real revenue and profit growth for our mid-market merchants across channels.”Why we should careThe integrated capabilities are designed to give digital teams more management over behavioral analytics, content, inventory, sales and customer data across different sales channels from a single location in Magento Commerce. This could streamline workflows and save ti…

Facebook warns advertisers ‘Clear History’ tool may impact ad targeting

Facebook released an announcement Tuesday letting advertisers know that its coming “Clear History” tool — a feature that will allow users to disconnect their off-Facebook activity from their profile — may impact ad targeting, but will not affect any measurement or analytics tools.“It’s important to understand that advertising and protecting people’s information are not at odds,” writes Facebook on its Business blog post, “We can do both.”How the “Clear History” tool will work. Facebook’s Clear History tool was first announced during last year’s F8 Conference when CEO Mark Zuckerberg said his team was working on a tool that would let users clear their browsing history on the platform and see all the apps they had interacted with.The company clarified the feature doesn’t actually delete a user’s browsing activity or off-line actions, but makes the data anonymous: “If you clear your history or use the new setting, we’ll remove identifying information so a history of the websites and apps…

A summary of Google Data Studio: Updates from April 2019

April was a big month for Google Data Studio (GDS), with Google introducing some significant product updatesto this already robust reporting tool.For those not familiar with GDS, it is a free dashboard-style reporting tool that Google rolled out in June 2016. With Data Studio, users can connect to various data sources to visualize, and share data from a variety of web-based platforms.GDS supports native integrations with most Google products including Analytics, Google Ads, Search Ads 360 (formerly Doubleclick Search), Google Sheets, YouTube Analytics, and Google BigQuery.GDS supports connectors that users can purchase to import data from over one hundred third-party sources such as Bing Ads, Amazon Ads, andmany others.  Source: Google1. Google introduces BigQuery BI Engine for integration with GDSBigQuery is Google’s massive enterprise data warehouse. It enables extremely fast SQL queries by using the same technology that powers Google Search. Per Google,“Every day, customers upload …

Welcome to the Golden Age of competitive research

Robert Brady, founder of Righteous Marketing, presented at HeroConf this year on what he’s calling the the Golden Age of competitive research.The competitive research discussion focused on four main things:— The process of using Google Scripts to pull Auction Insights— How to tap into the Bing competitive lab— How to monitor and leverage competitor Facebook ads— And, how to tap into your competitors’ funnelsRegarding Google scripts, we should focus on trends instead of exact numbers, see some detail on Google Scripts here.Are your competitors paying attention?By reviewing trends you can note not only when new competitors come into the space (whether temporarily or for the long haul) as well as which of your competitors are essentially asleep at the wheel. One of the largest opportunities we have as PPC marketers is to seize the moment when competitors have just stopped paying attention. If you notice sudden changes, you can analyze what the potential reasoning is behind the change and…

Be prepared for broader tracking prevention adoption to shake up adtech

When you live in an earthquake state, you’re highly attuned to things that don’t matter elsewhere. You’re aware, for example, of the open shelving in your kitchen – is the stemware so attractively displayed there vulnerable to shattering in one fell swoop? Do you have a decent insurance policy? Does your flashlight even have batteries? You’re always, to some extent, prepping for “the big one,” the quake all of the natural scientists warn about: the one that will compromise the ground we stand on, that we’ve built our houses on. The one that will change everything.Today, the digital advertising industry is facing a major shakeup, and Apple’s Intelligent Tracking Prevention rollouts, now officially at version 2.2, can be considered the first tremor. Cookie-based, cross-web user analytics has been, for a long time, the earth crust of this ecosystem – and it’s crumbling. Though perhaps not physically life threatening, marketers best not ignore the warning signs, because these rules and ch…

7 best social media monitoring tools for any business

People have always talked about brands and products. They’ve praised and complained about companies in the dining rooms, by the water cooler, over the phone. With the rise of social media, this previously intangible word-of-mouth has finally become measurable — and thus amplifiable — for businesses. Social media listening, the process of using a tool to monitor online mentions of a brand (or anything else), gives companies access to that data.For this post, we’ve put together a list of 7 most robust social media monitoring tools to bring you real-time insights on your customers, market, and competition.1. AwarioAwario is a relative newcomer to the social media monitoring and analytics scene. Its ambition is to make social media insights affordable for any brand, be it a startup, an international company, or a digital agency. With pricing plans starting at $29/mo, Awario offers Enterprise capabilities (from Boolean search to Sentiment Analysis to Share of Voice) included in every plan.…