Top Ecommerce Merchandising Tactics to Drive Conversions

When it comes to success in ecommerce, merchandising is key. The right digital merchandising strategy can engage your shoppers, guide them toward enticing… > Read More
The post Top Ecommerce Merchandising Tactics to Drive Conversions appeared first o…

When it comes to success in ecommerce, merchandising is key. The right digital merchandising strategy can engage your shoppers, guide them toward enticing... > Read More

The post Top Ecommerce Merchandising Tactics to Drive Conversions appeared first on Retail Performance Marketing Blog - CPC Strategy.

UX Design Career Track: Transition into a Role in 6 Months

Have you been thinking about transitioning into a UX role but feel a bit lost? Maybe you’re someone with limited experience who doesn’t have a solid portfolio to show prospective employers.

Have you been thinking about transitioning into a UX role but feel a bit lost? Maybe you’re someone with limited experience who doesn’t have a solid portfolio to show prospective employers. If this is you, Springboard’s UX Design Career Track has got you covered.

Project Based Learning

Many people learn best through practice and application. Rather than just teach concept after concept, UX Design Career Track offers project based learning so you can practice and apply the concepts you learn to real-world projects.

career_track-projects

In their curriculum, you’ll complete a capstone project and an industry design project. These are projects where you solve real business problems that will help you build a solid portfolio. This student was able to build her portfolio with Springboard’s UX course project.

Finding a Mentor Has Never Been Easier

Mentorship is hard to find if you don’t know many people in the field. Look no more because UX Design Career Track is a mentor led bootcamp.

They’ll assign you an industry expert who you’ll have weekly 1:1 calls with to help you go through the course. These are experts from top Fortune 500 companies you’ll get insights from. Take a look at some mentor profiles.

career_track-mentors

Shorten the Job Search Process

Breaking into the field is a challenge if you have little to no experience. UX Design Career Track makes the job search process shorter and easier for you by providing you a career coach. Career coaches will help you with your resume, portfolio, interviews, and overall career path.

career_track-coach

Your New Career Transition Awaits

The road to becoming a UX designer or researcher is in front of you and UX Design Career Track is the roadmap to getting there.

It’s a 6 months course that will prepare you for your new career transition. On top of that, they offer a job guarantee after you complete the course. If you’re still not convinced, check out their student success stories.

Their next cohort begins February 4th. Deadline for applications is January 22nd so take the first step into transitioning and start your application as soon as possible.

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Google decision to yank comments from webmaster blog highlights user-generated content challenges

If Google can’t filter spammy content from one of its own blogs, what hope do brands have when it comes to policing user generate content?

The post Google decision to yank comments from webmaster blog highlights user-generated content challenges appeared first on Marketing Land.

On Friday, Google announced it was turning off comments on its Webmaster Central Blog, the site that provides news and updates for website owners and search marketers.

“Sometimes they were extremely thoughtful, other times they made us laugh out loud, but most of the time they were off-topic or even outright spammy,” wrote Google’s webmaster trends analyst Gary Illyes about comments often received on the blog, “If you think about it, the latter is rather ironic, considering this is the Google Webmaster Blog.”

Why you should care

Google’s decision to remove comments on its Webmaster Central blog puts a spotlight on the broader challenges marketers face when trying to monitor user-generated content (UGC). Google’s inability to effectively filter and block spammy or abusive comments from its own blogs drives home the time and effort needed to deliver an effective and worthwhile user generate content strategy. If Google can’t do it, does anyone else really have a chance?

And blog owners aren’t the only ones vulnerable to bad actors in the comments section. Publishers aiming to monetize website content via Google’s AdSense program are also impacted by spam and abusive comments. According to Google AdSense rules, publishers must ensure content on their websites — including user generated content such as comments — does not violate Google’s hate speech policies. If Google finds any content in violation of its rules, it will remove ads from the page.

Google’s choice to remove all comments shows that whatever benefits could have been gained from an open dialogue with readers were not worth the time needed to police the content. Google’s call to disable comments is worth taking note of for any marketers looking to launch a blog — or content marketing strategy — that relies heavily on user generated content.

More on the news

  • The “nofollow link attribute” Google introduced in 2005 as a way to prevent comment spam did not sufficiently deter bad (or annoying) actors.
  • Per Google’s announcement, the webmaster team will now use help forums and its Twitter feed to interact with its community.
  • In 2015, Marketing Land and our sister site Search Engine Land disabled comments after our research showed they were not driving beneficial conversations.

The post Google decision to yank comments from webmaster blog highlights user-generated content challenges appeared first on Marketing Land.

What is Amazon Scout?

As one of the biggest tech companies in the world, Amazon has access to resources in the artificial intelligence (AI) and machine learning… > Read More
The post What is Amazon Scout? appeared first on Retail Performance Marketing Blog – CPC Strategy.

As one of the biggest tech companies in the world, Amazon has access to resources in the artificial intelligence (AI) and machine learning... > Read More

The post What is Amazon Scout? appeared first on Retail Performance Marketing Blog - CPC Strategy.

Here’s why a disciplined story is so vital to digital transformation success

Content is what makes a digital transformation run, so telling a story across all channels that is clear and consistent is more important than ever.

The post Here’s why a disciplined story is so vital to digital transformation success appeared first on Marketing Land.

You must feed digital transformation or it dies. Once you’ve gone through the Herculean work of integrating the tech stack, designing and developing great new experiences, and shifting the processes and culture of the organization, it’s time to make that sleek new high-performance machine move as the salesperson promised.

So, you’ve got to fuel it, and that fuel is content. After all, how do you create a continuum of experience across all customer touchpoints without the content to fill that continuum? Where do you get the data to create a detailed picture of your customer if not through the content they access (or the content they ignore)? How do you maintain relevancy in the two most important digital channels, search and social, without content?

A digitally transformed organization is a content organization. With that much content, telling a disciplined story that is clear and consistent is more important than ever because the alternative is a big, blatant mess of a brand and an incomplete pool of data.

Your story moves at the speed of digital

Keeping a story accurate and consistent across a sales force and an ever-growing array of marketing channels has always been difficult. But digital transformation drastically changes the scale of both delivery and consumption.

Now, your story is going out; not just at the rhythm of a campaign, but continually across your marketing channels. Your social feeds are voracious, thought leadership constantly sought after in complex and changing industries, and you’re launching new experiences to stay competitive. And just as fast as it’s being delivered, it’s being consumed. To be top of mind with a customer is to be on top of your content game.

As your story goes out across all those channels at velocity, it’s also going out in numerous forms, from the few characters of a tweet to the pervasive language of an interface (yes, even your interface is telling a story) to the conversational interaction of your talking head videos. You need to ensure that your story not only can be adapted to those forms but that it is being done so appropriately all the time.

Finally, while your story is everywhere and moving at the speed of digital, so is everybody else’s. Your story needs to cut across the cacophony of competitor noise and the general digital deluge of information and experiences that your clients always face. That takes the continual distribution of an exactingly created, consistent story.

Your story is getting personal

Not only is the story spreading across more channels faster and more often, that story will probably have multiple versions. Digitally transformed companies are now set up to deliver and capitalize on personalized content, so a story needs to be more than just broadly relevant to a market and a field. It needs to speak directly to an audience segment and, more often than not, to a specific individual.

And even though these individuals and segments often differ in their challenges and how your organization can solve these problems for them, those messages cannot be at odds with each other. Those messages all need to serve the same brand with those individuals and segments being characters in a bigger, unified story. Otherwise, there will be confusion about your goals and priorities both externally in the market and internally in your organization.

Your story is speaking for itself

Today, your customer is steps ahead of your sales force. They’ve Googled your company, they’ve checked your website, they’ve read your social media feeds, they’ve reached out to colleagues across their social networks.

They’re halfway through the book before your sales representative even has a chance to set up the story with them face-to-face.

Your story is going to be self-driven, so wherever it appears, it needs to be simple and clear, regardless of the complexity of your solution, the complexity of your organization, and the complexity of your market. Even as your story gets more complex internally, as it versions for different audiences and different media, the outcome of that story, the part that your audience sees and interacts with, still needs to be simple and clear.

Your story changes based on the data

You should be telling your story over and over and over until your audience is so familiar with it, they can pitch it back at you. However, there is one important exception: if your story isn’t working. The most disciplined, consistent, and clear story might be inherently flawed. It happens. Erroneous assumptions, bad generalizations, a misunderstanding of the customer challenges, a misreading of the data, a misprediction of the trends — all of that can innocently make it into a story.

But the beauty of storytelling for a digitally transformed organization is that you’re going to know relatively quickly if it’s not resonating.  It’s the same principle of a digitally transformed company quickly launching and adapting a product. That’s because you have a complete picture of your customer from data aggregation across channels.

In the past, you had the digital metrics to know that your white paper wasn’t being downloaded. You also know what your audience is searching for on Google thanks to AdWords and what they’re saying on social and through their content engines. But now those feeds are connected. The fundamental mandate of story writing is to know your audience. Digital transformation means you know more than analytics. You know the human beings behind those analytics.

And when you see that your story isn’t resonating and, more importantly, why it’s not resonating, you can change it. However, if even your erroneous story is not disciplined and clear, changing that story will be hard to do. Rebuilding a house on a badly built foundation is extremely difficult.

You are competing on the content experience

Anywhere you release a single sentence into the market, you face an opportunity to either strengthen your story or degrade it in public. With digital transformation, that opportunity is coming at you scores of times a day. The digitally transformed company is competing on its experiences, and that includes the content experience. Releasing undisciplined content across all of those many opportunities piles up and creates costly problems for the brand.

To ensure a high-quality content experience, you need to make sure there’s a story behind it, and that the story is accurate, consistent, tightly adaptable to both media and audience, and continually delivered. Being able to do that takes a lot of discipline in the marketing organization. And I mean a lot. It takes a process for creating the story. It takes an official, almost sacred, documentation for housing that story. It takes somebody in charge of that story at all times.

You must feed digital transformation or it dies. But you also must be careful what you feed it, else it can turn on you.

The post Here’s why a disciplined story is so vital to digital transformation success appeared first on Marketing Land.

In Pursuit of Pharma Marketing Excellence: Operational Success in 2019

In the final stages of maximizing marketing spend, it comes down to operational excellence. Previously, we’ve identified how to overcome the constraints of traditional email development, where you can reduce waste along the way, and how to implement st…

In the final stages of maximizing marketing spend, it comes down to operational excellence. Previously, we’ve identified how to overcome the constraints of traditional email development, where you can reduce waste along the way, and how to implement strategy. Now it’s time to ensure you’re executing more consistently and reliably than your competition. How do you measure the results?

Let’s walk through three steps to achieve operational excellence:

1. Set attainable goals

How can you utilize existing content and existing data to provide relevant messaging to your audience? You should identify quick wins, near-term goals, and long-term goals. A quick win might be deploying a win-back message, utilizing existing content with a new subject line. Near-term goals typically involve pieces that already exist but take some coordination and time for execution. Long-term goals might require incremental resources or solutions to achieve. It’s important to understand what is achievable right now versus long-term. As you kick off a new year, you should focus on setting goals that are achievable in the 2019 time-frame. Can you increase engagement by mid-year by narrowing your targeted audience to capture who is truly engaged by your messaging? What type of relevant content do you have from 2018 that you can utilize to supplement messaging for 2019?

2. Experimentation followed by agile action

Take what you learned in step one and apply it. If you can subject line test using existing segmentation, you can experiment now. As you observe results, your segmentation will allow you to take action from your learnings. You should already have your planned cadence for promotion in 2019, so now you can move forward with creating a strategy brief around each deployment. As soon as campaigns are executed, you should evaluate performance and take agile action accordingly for future deployments.

3. Added value

This is the key to increasing engagement with both consumers and HCPs. How do you add value? Start internally and ensure you are working collectively as a team with the same goals. It’s important to utilize account management, data management, analytics, strategy, and execution to achieve success in marketing. Together your expertise will create an unstoppable marketing plan.

There you have it! The models discussed in this blog series are applicable no matter what stage your marketing is in. As you continue to grow in our marketing plans, you should re-evaluate our performance and methodology to ensure we’re progressing into the next marketing phase when you are capable of that. Now it’s time to optimize your spend and fully utilize channels to support your marketing strategy.

Kent Groves and Olympia Mantsios discuss identifying audiences and message engagement in the early stages to optimizes spend, reach, and business impact, while incorporating target engagement and value to the brand in their latest blog post. You’re equipped with the basic principles, and significant strides are ahead for your pharma marketing in 2019.

 

Free Guide: How to Strategize & Execute Profitable Personalization Campaigns

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization. Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence […]

The post Free Guide: How to Strategize & Execute Profitable Personalization Campaigns appeared first on Brooks Bell.

When I speak with our clients, it often strikes me how many of them feel overwhelmed by the very idea of personalization.

Our imagination, often fueled by the marketing teams of various software companies, creates a perfect world where personalization enables every interaction to be completely custom for every individual. In this dreamland, artificial intelligence and machine learning solve all our problems. All you have to do is buy a new piece of software, turn it on, and…BOOM: 1:1 personalization.

As a data scientist, I’ll let you in on a little secret: that software only provides the technological capability for personalization. Even further, the algorithms found within these tools simply assign a probability to each potential experience that maximizes the desired outcome, given the data they have access to. Suffice to say, they’re not as intelligent as you are led to believe.

If you caught our first post in this series, you already know that we define personalization a bit more broadly, as any differentiated experience that is delivered to a user based on known data about that user. This means personalization exists on a spectrum: it can be one-to-many, one-to-few, or one-to-one.

And while there are many tools that enable you to do personalization from a technical standpoint, they don’t solve for one of the main sources of anxiety around personalization: strategy

Most personalization campaigns fail because of a lack of a strategy that defines who, where and how to personalize. So I’ve put together a free downloadable guide to help you do just that. This seven-page guide is packed full of guidelines, templates and best practices to strategize and launch a successful personalization campaign, including:

  • Major considerations and things to keep in mind when developing your personalization strategy.
  • More than 30 data-driven questions about your customers to identify campaign opportunities.
  • A template for organizing and planning your personalization campaigns.
  • Guidelines for determining whether to deliver your campaigns via rule-based targeting or algorithmic targeting.

Free Download: Plan & Launch Profitable Personalization Campaigns.

The post Free Guide: How to Strategize & Execute Profitable Personalization Campaigns appeared first on Brooks Bell.

Amazon Announces 3 New Sponsored Products Bid Optimization Features

Earlier this week, Amazon announced 3 new bidding and reporting features for Sponsored Products that will help “improve performance, control, and insights”.   Introducing… > Read More
The post Amazon Announces 3 New Sponsored Product…

Earlier this week, Amazon announced 3 new bidding and reporting features for Sponsored Products that will help “improve performance, control, and insights”.   Introducing... > Read More

The post Amazon Announces 3 New Sponsored Products Bid Optimization Features appeared first on Retail Performance Marketing Blog - CPC Strategy.

5 Tactics for a More Personalized Website

Website personalization is now a must for many, but some don’t have the knowledge or the data to get their strategy off the ground. In fact, a report from Epsilon has found that 90 percent of customers find personalization…

Website personalization is now a must for many, but some don’t have the knowledge or the data to get their strategy off the ground. In fact, a report from Epsilon has found that 90 percent of customers find personalization...

An In-Depth Review of the 10 Best Online Payment Solutions

If you’re selling goods or services online, you need a way to get paid online. Luckily, with the rise of omnichannel commerce, online… > Read More
The post An In-Depth Review of the 10 Best Online Payment Solutions appeared first on Retail Performanc…

If you’re selling goods or services online, you need a way to get paid online. Luckily, with the rise of omnichannel commerce, online... > Read More

The post An In-Depth Review of the 10 Best Online Payment Solutions appeared first on Retail Performance Marketing Blog - CPC Strategy.