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Showing posts from November 6, 2019
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Pro Tip: Don’t add new services reactively

When a client asks to add a new service to their account, it’s usually an easy upsell… unless they’ve requested a service your agency doesn’t currently offer.That’s when many agency leaders fall into “panic” mode. Not wanting to lose the account, they automatically respond: “Yes, we can do that!”The problem? They have no idea how they’ll actually fulfill what they promised.This can lead to client and employee retention problems… and unprofitable work. For instance, that’s how a friend at a digital agency found herself in charge of a client’s office renovation and interior decorating.As an agency operations leader, I have some advice to help you reduce your stress while increasing your agency’s profits.Be intentional, not reactiveAsk the client to clarify their underlying business goals, instead of reflexively saying, “Yes.” This helps you understand what they want to accomplish since the service they requested might not be the best solution.Then you can buy time by saying, “Let me spe…

The adtech trends rounding out 2019: Programmatic growth, measurement standards, privacy implications

As the digital landscape continues to fragment, advertisers are looking for more ways to reach customers with one-to-one messaging that drives a lasting impact. As digital ad capabilities become more accessible and effective, both the sell-side and buy-side are shifting to embrace more advanced solutions.In particular, programmatic advertising (digital display, advanced TV, digital out-of-home) has reached unprecedented adoption in recent years as the industry responds to changing marketplace dynamics. Powerful third-party platforms and tools have enabled advertisers to expand the efficiency and effectiveness of media programs, even as the complexity of the programmatic value chain evolves.With all the progress of advanced digital advertising, it’s easy to lose sight of big-picture trends and insights. From enterprise consolidations that impact ad operations to recent advances in supply chain transparency, the advertising solutions of our modern digital age are vast and everchanging. …

Five sure-fire strategies to build inbound links

Google’s Matt Cutts declared guest blogging (and other tactics) as a way of generating SEO inbound links as a “spammy practice” that was dead and gone, way back in 2014. It was a statement that generated plenty of response, both defending and arguing against Cutts’ assessment of the practice.Five years later, guest blogging — or guest posting if you prefer — hasn’t gone the way of the dodo.Now as far as flooding your site with poor content that relies on tricking people with the anchor text, yes, those days are mostly behind us. Search engine algorithms have really wised up in recent years and the value of the inbound link hasn’t gone away. It’s only changed.Before starting your link-building journey, it’s important to understand the primary objectives:Value and quality take top priorityA guest post can be a great way to bring in new traffic and boost your SEO, but there’s a catch. It has to contain relative information that offers something of value to the audience. The choices on th…

Sprinklr adds live chat component to its marketing platform

Sprinklr is joining the growing list of companies offering live chat capabilities. The new feature be will offered on the Sprinklr Modern Care marketing platform, making it possible to provide real-time support to website visitors and mobile app users.Sprinklr Live Chat users can enable a chatbot or assign incoming chats to live agents. Agents will have access to a dashboard that displays all of the customer queries relating to a specific case and any efforts taken to resolve the issue. The chatbots are powered with artificial intelligence technology capable of answering standard queries.The feature is customizable and includes “Smart Response Recommendations” which offer up suggested responses for live agents and AI-powered sentiment analysis to identify incoming chats as either positive, neutral or negative.Why we should careResponding to customers in real-time has become a necessity for brands wanting to provide an exceptional digital experience. By adding a live chat feature to it…

To gain actionable customer insights, ask the right questions

Do you know why people show up on your website? Why they are interested in your brand? Do you know why they want to talk to your company? These are the questions brands need to be asking customers if they want actionable insights that deliver results, according to Tom Shapiro, CEO at Stratabeat.Shapiro believes brands need to have a sharp focus when it comes to their customers’ goals. “What problems are they trying to tackle?” asked Shapiro during his workshop, Digging for Customer Insights, at this week’s DX Summit in Chicago. The CEO’s session outlined the questions brands should be asking to build better digital experiences, and shared tips on best practices for gathering and tracking insights that drive conversions and increase retention rates.Start with segmentation to build accurate personasShapiro says segmentation is the best place to start when trying to understand the “who” behind your audience. By having website visitors self identify as soon as they show up on your site — …

Merkle report: Personalization gains wide adoption, but marketers can do better

Performance marketing agency Merkle has released the latest edition of its quarterly report, the Q4 2019 Customer Engagement Report (download required). The report addresses results from a Merkle survey of over 200 marketers from North American brands spanning across industries including retail, high-tech, financial, travel, media and entertainment, health and nonprofit.The Q4 report explores the various data types marketers use to enable personalization, along with the emerging tools and tactics that drive ongoing marketing improvements. The survey found that while there is broad adoption of personalization across marketing organizations, there is plenty of room for growth.Why we should careThe survey discovered that 86% of marketers have the budget, solutions and infrastructure in place to drive personalized customer experience across digital channels. Despite having all the right tools, respondents indicated that the use of individual data sources for personalization is low. Accord…

It’s time to change your content marketing workflow

Think, write, design. Copy, paste, send, receive, call, chat, approve, feedback, edit, call, chat, copy, paste, click-click. Only the first three of the above activities — think, write, design – belong on a content marketer’s daily to-do list. This is what we should be spending our time on. Everything else takes up our workdays, evenings, and sometimes weekends. Why does that happen? First, we’ll convince you that your current workflow isn’t the way it has to be, and it definitely doesn’t come with the territory. When asked, “What does your current workflow look like?”, content marketers we talked to had similar replies. “We brainstorm in a meeting, create a spreadsheet, send briefs to the designer in an email, get the assets in a folder, put together the work in a presentation, send it to internal stakeholders through email and chats, get feedback within the threads, implement the feedback in spreadsheets, copy-paste the content in the final environment, and publish.” It’s not workin…

Back to Basics: Personalization only adds value if you do it right

Everyone knows that in our digital economy, data is more valuable than oil. But it’s what you actually do with data that makes it so valuable. Personalizing your user’s experience can do wonders for your conversion rate: the Boston Consulting Group has estimated that personalized experiences could show brands a revenue increase between 6% and 10%.If you do it ineffectively, though, you’re at risk of wasting money. That’s where Conversion Rate Optimisation (CRO) comes in. CRO experts are all about finding out the best ways for you to optimize the user experience to boost conversions, and personalization is a great place to start. So, here’s my Personalization 101 to help you get going.Segmenting and targeting audiencesFirst things first: don’t skip the basics. Know your audience and know yourself. If your company doesn’t have the budget, a rich set of data, or the technical capability for large-scale changes, that’s fine! A little personalization can go a long way. Imagine you own a bu…

Google extends Shopping ads to more YouTube inventory

Just in time for the holiday shopping season, Google is expanding the visibility of Shopping campaigns on YouTube. Showcase Shopping ads are also going more places and opening up to more categories. Finally, sitelinks are coming to TrueView for action ads, the company announced Tuesday.New Shopping ad inventory on YouTube. Shopping ads can now show on the YouTube home feed and YouTube search results. On mobile, users will be able to scroll through a carousel of “Suggested Products” that will appear between videos on the home page or at the top of the search results.Shopping ad carousels may appear on the YouTube home feed or at the top of search results on YouTube.How to opt-in. Your Shopping campaigns are eligible for this new inventory if you’re opted into YouTube on Display Network. This will also opt your Shopping campaign into the relatively new inventory on Discover. Earlier this year, Google announced that Showcase Shopping ads would extend to Discover.Opt into YouTube and DIsc…