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Showing posts from November 26, 2019
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Want to be a CX leader? Embrace more listening channels, collect and share customer feedback

B2B businesses have as much to gain from an optimal customer experience strategy as B2C organizations, but building and implementing effective CX methods takes time and effort. The larger an organization is, and the more siloed its business units, the more difficult it becomes to get all departments united on a CX strategy. The good news: implementing a relatively simple set of CX initiatives can set your company apart from the competition.What separates CX leaders from laggardsCustomer experience platform Medallia surveyed 375 senior B2B executives on their CX initiatives and identified three distinct CX practices that differentiated the “leaders” from the “followers” and “laggards.” CX leaders were more likely to:Implement multiple digital listening tools.Be “relentless” about using customer feedback to drive action across the organization.Hold more than one department accountable for the company’s overall CX efforts.Listen to your customersCX leaders were more likely to have, at le…

DAA introduces CCPA opt-out mechanism similar to ‘ad choices’

As the CCPA deadline approaches, there are multiple companies offering tools for compliance. The latest comes from trade group Digital Advertising Alliance (DAA). The DAA is a consortium of industry associations and responsible for the “ad choices” icon that appears on most online display ads.Like ‘ad choices.’ Conceptually similar to ad choices, The DAA will enable online users to opt out of the sale or transfer of their personal data “across all of the DAA participating companies integrated into the new tools, from a single website or app.” There will be a comparable system for in-app advertising.The advantage for consumers is that they can opt-out once and have that choice be recognized across the DAA advertising ecosystem, where the following logo appears.Source: DAA Components of the approach. The DAA says the tools will include:A text link and new green icon for publishers to display on their web and app-based digital properties.A publisher-hosted notice that will provide user in…

Four initiatives B2Bs must tackle now to win in 2020

While ecommerce businesses are in the midst of Q4 and the craziness and rising CPCs of the holiday season, B2B clients are planning for their business to pick up at the start of 2020.In this post, I’ll walk through a few things to consider and refresh before Q1 gets here.1. Study the competitive landscapeOne of the most valuable sources of knowledge from Google campaigns is the ‘Auction Insights’ report, which provides info on when competitors have come into and out of the auction during the year. It’s also valuable to look at competitors that might be newer in the space and have recently entered the auction. With this information, you can dive into new keyword research by using tools like SEMrush and SpyFu. I also recommend studying creative, offers, and copy that your competitors are using across their ads helping to inform potential creative and development and testing for the start of the year. 2. Reevaluate budgets for 2020As the start of the year approaches, look to set budgets …

How to perfect your email marketing strategy this holiday season

The holiday season remains the hottest battle of the year between brands for shoppers’ dollars. This coming season is already heating up, with the National Retail Federation (NRF) forecasting 3.8-4.2% growth. While every marketer with a stake in the game meticulously plans this season, are they wasting their efforts at one of the most critical points in the year?Based on my own employer’s holiday report, more brands sent holiday-themed campaigns in Q4 2018 than in the year prior, but the performance metrics were lackluster. Average open rates for holiday-themed emails were 10.5%, whereas average click rates were 1% – both falling short of non-themed emails from the same period (12.6% average open rate and 1.1% click rate).So what does this mean? That the holiday strategies and content from 2018 aren’t cutting it. It’s time to rethink your holiday strategy before it’s too late. Here are a few data-backed ways to refresh your messaging for each holiday this year.Nail your brand’s core b…

Pro Tip: Leaning into Facebook’s automation for the 2019 holiday season

After much bluster and a snowy Halloween (for some of us, at least!) Holiday 2019 is here, and I’m sure that many of you are working through strategies to maximize your campaign performance while also maintaining your sanity. To that end, I’d like to remind you of a few features available within Facebook Ads Manager: Dynamic Creative Optimization, Campaign Budget Optimization and Automated Rules.Dynamic Creative Optimization (DCO) is part of Facebook’s “Power 5,” which collectively are optimization features that allow advertisers to scale growth efficiently. Implementing DCO during this busy season means that you can continue to test into messaging and creative concepts while ensuring stable performance by keeping your hero creatives/messaging enabled. If you would like to test into DCO right now, a few things that you can think about to develop your creative tests are:What type of promo messaging do my customers like to see? Percentage discounts? Monetary discounts?Does holiday-speci…