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Showing posts from November 15, 2019
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Four steps to create an engagement-based conversion channel

Advancing technology and increasing web literacy are turning a “linear” customer journey into an increasingly fragmented one. Here are four steps to creating an engagement-based conversion funnel to overcome this growing marketing challenge.The web is changing fast creating new challenges to online businesses. Until recently, marketers were able to clearly map out the customer’s journey that would take web users from click through to a landing page to completing a sale.These days, the buying journey is much more complicated and fragmented. Customers are equipped with many more devices and much better knowledge of their options than just a few short years ago.Thanks to social media, various devices, and smarter digital advertising, it is no longer easy to guide the customer through the buying process. One of the well-publicized examples of the new buying behavior is one consumer’s path to buying a car that consisted of more than 900 digital interactions including searches, visits, vide…

Verizon Media policy shuts down bot-controlled inboxes from reporting data

As the privacy landscape continues to shift in favor of user privacy, inbox providers are updating their policies and terms of service agreements in efforts to provide more security and transparency to users. But email service platforms and deliverability providers are feeling the effects — and they are trickling down to email marketers who rely on third-party providers that provide inbox data.By enforcing their terms of service and data use policies, Verizon Media will no longer allow bot-controlled inboxes to report data to providers.Image Source: 250ok Why we should careEarlier this year, Google tightened its grip on third-party developers that were in violation of its policies and scraping data from Gmail inboxes. Traditional methods of aggregating panel data on message characteristics and campaign performance over time have changed; providers including ReturnPath and eDataSource developed AI-driven panel replicators in response to the changes and to continue delivering panel data …

Don’t abandon traditional in-home advertising channels, they still work

Did you know ESPN the Magazine ceased publication recently? No? Well, you’re not alone. A Washington Post article about the magazine’s impending demise elicited just 15 comments. (A recent WaPo story on Brexit, by contrast, generated almost 1,500 comments.) And one of those 15 comments was “(Yawn) … Nobody cares!!!”It’s hardly breaking news that print is no longer a practical platform for delivering news. As ESPN said in a statement explaining its decision to euthanize the magazine: “Consumer habits are evolving rapidly, and this requires ESPN to evolve as well. The only change here is that we are moving away from printing [the magazine] on paper and sending it in the mail.”The only change? Maybe for consumers, it’s not a big deal. But for advertisers, the change from print to various other ephemeral platforms is one of the most consequential shifts in the industry in the last 50 years. And the brands that figure out how to adapt to this new marketing landscape will be the ones that d…

6 steps to making marketing personalization a reality

When marketing personalization is done badly, it can be worse than doing no personalization at all. But when marketing personalization is done right, it can be your most powerful persuader, helping you build meaningful digital relationships and influence the customer behavior you want.Acquia recently completed two major surveys asking thousands of consumers, customers, and marketers about the driving decisions around personalization to learn how marketing and optimization teams are delivering on the promise to make the digital space more personalized.Watch this on-demand webinar to learn about their research finding. You’ll walk away with actionable takeaways to help you make your personalization strategy a reality, armed with the tools needed to get personalization started in your own organization, step-by-step. It will cover:A realistic plan of action to get personalization efforts off the groundA crawl/wall/run appproach for personalization successHow you can leverage technology to…