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Showing posts from October 24, 2019
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Want to connect with the Gen Z crowd? Don’t shy away from social issues

Gen Z — young adults currently ranging in age from 18 to 24-years-old — is a powerful consumer block. The group spends an estimated $143 billion a year and indirectly influences $333 billion in household spending annually, according to a Barkley report. That’s a lot of dollars up for grabs for brands who know how to connect with this audience.To help advertisers understand what motivates Gen Z consumers, Facebook commissioned a survey by Crowd DNA, polling 11,300 people ages 18 to 24 from eleven different countries, including the U.S., UK, Australia, Germany, India and Nigeria.More than half (52%) of the participants from the U.S. said they consider themselves to be “global citizens” — meaning they are aware of the world around them and realize their actions can have global consequences. That number was low compared to other countries like Australia where 90% of the survey participants identified as global citizens and 87% in Nigeria. (Only 40% in Germany identified as global citizens…

5 critical elements for local marketing success

U.S. businesses of all sizes are expected to spend $154.6 billion on local advertising in 2020. Local marketing growth is being driven by low unemployment and general optimism for future growth, which has led to greater consumer spending as well as a desire among advertisers to capture those dollars.MarTech Today’s “Local Marketing Solutions for Multi-Location Businesses” reviews the growing market for local marketing solutions and the 5 critical elements for local marketing success:Listing managementLocal SEOLocal landing pagesReputation managementPaid search and social mediaThe 61-page report discusses each of these campaign elements in more detail and reviews the latest trends, opportunities and challenges for brands marketing locally. Also included are profiles of 17 leading local marketing solution vendors, pricing charts, capabilities comparisons and recommended steps for evaluating and purchasing. Visit Digital Marketing Depot to get your copy.
This story first appeared on Searc…

Marketers have to play more videogames to make better brand experiences

In case you don’t follow gaming, the first Fortnite Worldcup came to a glorious end a couple of months ago and the numbers alone were staggering: 40 million qualifiers, 20,000+ fans in attendance, 100 finalists and total prize money of $30 million. And with gaming becoming a central part of our collective identities, from the brands we interact with to our social lives, it might be time for marketers to start paying attention.Full disclosure: I’m no stranger to gaming. Even so, I’m convinced that gaming could hold the key to fixing attendance issues plaguing the worlds of real-life retail and experiential marketing. Games have seemingly perfected the engagement puzzle. Meanwhile, real-world brand experiences have been suffering under the same endemic symptoms driven by a lack of excitement and an experience formula that doesn’t provide enough distinction from digital brand channels. With my controller in hand and hours of relentless gaming, I stepped into the players’ POV and took a c…

Twitter ad revenue growth slumps to 8% in Q3 even as user growth continues

Twitter reported $702 million in ad revenue for the third quarter of 2019 Thursday, an increase of just 8% year-over-year. Twitter’s total revenue for the quarter was $824 million, up 9% from the prior year, with a net margin of 4%, compared to 14% a year ago. Daily users on the platform continue to tick up.Product problems. The company attributed the drop in ad revenue to product issues, specifically its Mobile Application Promotion (MAP) product and personalization and data settings. The company said the issues potentially impacted year-over-year growth by three or more points.“More work remains to deliver improved revenue products. We’ll continue to prioritize our ad products along with health and our investments to drive ongoing growth in mDAUs,” said Twitter CFO Ned Segal.Ad engagements are up, costs are down. Total ad engagements were up 23% year-over-year, in line with the growth seen in the past two quarters. Advertisers are paying less for those engagements. Cost per engageme…

Creativity and innovation should fuel technology choices

It’s tempting to assume that technology is the key when it comes to reaching your audience and engaging them. However, creativity and innovation trump purely technological choices. From omnichannel presence to new channel launches, these are vital ingredients to transform your marketing while ensuring that it is both objective and trackable.Creative content must be held accountable for performance because it is the single largest lever you possess in the marketing process. Remember, sales success comes down to one thing: an emotional connection with your audience. Facebook and Google highlight the fact that 80% of a company’s marketing success hinges on creative messaging. Only 20% of that success stems from technology.However, content alone is not enough to achieve creative marketing success. It must be combined with an innovation strategy and the right technological tools. Otherwise, it’s impossible to achieve ROI. An equal mix of creativity and innovation process, supported by tech…

Salesforce adds AI, interactive components to its email platform

Salesforce has announced updates to its Marketing Cloud email solution to support new inbox functionalities provided by several major Internet Service Providers (ISPs). The new features include Salesforce’s AI solution, Einstein and interactive email capabilities that could serve as an alternative solution to AMP for Email. The interactive capabilities will be integrated from the company’s acquisition of Rebel beginning early next year.Why we should careEmail consistently outperforms other digital channels as an ROI driver for marketers, but consumer expectations keep climbing. Studies show that personalization is a key driver of engagement and sales. Salesforce’s combination of AI-driven personalization and interactive email components could help marketers improve engagement with their campaigns.“At the start, marketers approached email like digital mass-mailer postcards,” said Salesforce senior director of product management Joe Teplow. “New things are happening. We’re seeing more a…

Creating SEO-friendly how-to content

People are constantly craving useful information. Once you show them that you have a lot more to share through something like “how-to” content pages, you will be rewarded by sharing it with others and establish your company’s credibility.Creating SEO-friendly how-to content is a good way to catch your audience’s attention, fuel SEO, foster deeper levels of engagement, and take on the customer journey from brand awareness to sales.To understand how important how-to content is to your overall content creation game, let’s take a look at some interesting stats:According to Think With Google, “how-to” videos get the most attention of any content type on YouTube, even more than video games and music clips.Google has reported that “how-to” searches have increased by more than 140% over the last 13 years. The graphs from LawRankreveal more and more how-to searches on Google and YouTube.So, how-to blog posts and articles become some of the most sought after and linked to content online. Even i…

Nearly 90% of consumers would choose ‘do not sell’ personal data under CCPA, study finds

Two recent surveys sponsored by BritePool show a high level of consumer concern about privacy and, if given the option, that a majority would decline to allow online publishers to sell or transfer their personal information. CCPA, which takes effect on January 1, requires sites governed by the statute to include a prominent “Do Not Sell My Personal Information” link on their homepages.Most would choose ‘Do Not Sell.’ In September, BritePool and the USC Annenberg Center for Public Relations found, in a survey of 1,004 U.S. adults, that nearly 90% of respondents would select a “Do Not Sell” option if they encountered it on a website. The survey specifically asked the following:“A number of new regulations have been proposed to help strengthen consumer online privacy. In the state of California, when consumers arrive at a new website, they will have the option to select ‘Do Not Sell My Personal Information’. Would you select ‘Do Not Sell My Personal Information’, or just go on to the web…

Survey: Retail brands sharing personalized offers will win over consumers this holiday season

As consumers become increasingly aware of how personal data can be exchanged for value, their expectations from brand interactions are growing — especially for retail brands entering the holiday season.According to a survey from customer data platform RedPoint Global, 75% of consumers said that they wish retailers understood their personal preferences better and would use those insights to inform future offers.Why we should careWhile the survey specifically focuses on the upcoming holiday shopping season, personalization is not a passing marketing trend. Nearly 60% of survey respondents indicated that they are more likely to purchase from retailers who send them personalized content and offers. With personalization driving conversions and sales, marketers should anticipate that consumer expectations are only going to climb higher when it comes to delivering the right offers.“It’s clear that consumers have had enough of irrelevant communication from brands that fail to leverage persona…