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Showing posts from June 13, 2019

Forrester: Over-reliance on big data, siloed teams impede customer insights

As marketers, we strive to design customer experiences that leave lasting impressions, drive conversions and keep our customers coming back for more. But do we rely too heavily on big data instead of honing in on the specific actions that drive customer engagements?A recent report from Forrester commissioned by customer insights software firm FocusVision surveyed over 500 U.S. consumers to describe what they thought and felt was a truly memorable customer experience and the specific elements of the component that made it memorable. Forrester also surveyed over 200 B2C marketing decision-makers, including 54 CMOs, to gain insight into what methodologies they use to understand their customers.The report defines big data as a “combination of structured and unstructured data, including log files, transaction information, internet of things, social media metrics, etc.” It defines small data as “a combination of VOC data, customer journey data, user focus groups, surveys, behavioral user ex…

Here’s how you align marketing strategy with your customer’s journey

Everyone in attendance during the SMX Advanced presentation with Amy Bishop and Michelle Morgan got an amazing deep dive on using paid media channels to effectively guide users from discovery to conversion. There was a ton of information in this session I couldn’t fit into this recap, but I wanted to share my main takeaways Amy and Michelle presented.Know your marketIt all starts with knowing your market segmentation. You should conduct an exercise (links to the templates in the image below) and define in each area which product and service is the best fit based on which problems you are trying to solve.  Besides the best fit, you should also try and figure out which users may be the worst fit for your business.We also must separate the buyer’s journey from the sales journey. Maybe people consider the two to be the same, but the journeys are completely different. The sales team is looking at their job performance and doing what is best to get users to close. The buyer is becoming awar…

Five things to do on a small digital marketing budget

When you have a smaller digital marketing budget, every dollar counts, and you often need to get creative to make sure your ads show where you want.In this post, I’ll walk through a few important tactics to utilize if you are launching a new program or if you have an established program with a smaller budget.Retargeting site visitors and purchasersMid-funnel remarketingBid adjustments: Geo-targeting and ad schedulingSearch terms reports: Exact keywords and negative keywordsInMarket and Similar Audiences for competitive terms1. Retargeting site visitors and purchasersWe all know that it takes more money to acquire a brand-new customer than it does a customer who has already purchased or otherwise engaged with the brand. Paid search and paid social can be a very competitive space, so it’s crucial to use audience targeting to the best of your abilities. One easy way to get the biggest bang for your buck, with lower CPAs (Cost per acquisitions) and higher ROAS (return on advertising spend…

Verizon Media’s new ad transparency tool provides reach, cost insights, forecasting capabilities

Verizon Media has rolled out a new tool for its DSP users to offer more transparency into the programmatic ad platform. The tool, said Verizon Media, is designed to give advertisers a comprehensive view of the programmatic landscape — showing reach and cost analysis by channel (display, CTV, DOOH, audio, etc.), ad format and exchange. It also provides forecasting insights.“With today’s announcement, we are continuing to take a leadership role, bringing our DSP customers granular omnichannel intelligence at the auction level, giving them everything they need to understand how and where to best allocate budgets,” said Verizon Media’s chief business officer Iván Markman.Why we should careAdvertisers have long been calling for more transparency from programmatic platforms and exchanges. With this feature, media buyers see granular reach and cost analysis for each channel, format and exchange and then forecasts based on those insights to inform their campaign strategy, creative and targeti…

Marketers spending 43% of budgets on Google, Facebook, Amazon, want ‘alternatives’

As part of a report on the use of location data by brands and agencies, Lawless Research and Factual investigated marketers’ attitudes toward “The advertising oligopoly of Google, Facebook and Amazon.” The survey found that these respondents (700) were spending on average 43% of their ad budgets on the three platforms; 65% of them say they want “alternatives.”Amazon is now the third largest digital ad platform in the U.S. and many agencies plan to increase their Amazon spending. Despite this growth, most of their ad budgets are still going to Google and Facebook.Source: Lawless Research and Factual Bigger budget, greater spend share going to top platforms. It turns out, the larger the ad budget the larger the chunk being spent on the major platforms. For companies with an annual budget of $50 million or more, 46% are spending at least 60% of their budgets with “The Oligopoly.”Source: Lawless Research and Factual The survey then asked, “Is your ROI on Facebook, Amazon and Google, lower, … Review: Create Professional Videos Easier and Faster

Whether you own a blog, an ecommerce store, or sell digital products online, you can not deny the fact that videos are becoming a better medium to engage any type of audience. It’s not just you. People in the online business space are seeing the value of video as a way to drive sales while […] Review: Create Professional Videos Easier and Faster is a post from ShoutMeLoud - Shouters Who Inspires

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