Did the data-driven era miss an exit?

If the focus is on the right data aligned to business strategies instead of the same basic demographics, marketers don’t have to live in fear that inaccurate data will derail campaigns.

The post Did the data-driven era miss an exit? appeared first on Marketing Land.

people crossing in crosswalk

According to headlines, martech embodies technical sophistication, touting thousands of companies fueled by sumptuous features like artificial intelligence, virtual reality, personalization and more. Yet, a recent study found that what marketers really want is more, high-quality demographic data. I can’t help but think, did the data-driven era miss an exit?

The modern marketer can use thousands of pieces of consumer information — demographics, purchases, hobbies, social activity, geolocation etc.—but many marketing efforts are still based on the same basic demographics of age, gender and income. The status quo may be considered the easier, more risk-averse route. But if we stay in autopilot, marketers will slowly lose speed, falling behind for failure to embrace new technology in the spirit of innovation.

Time for an oil change of our way of thinking

First of all, I don’t propose we do away with demographic data, as it is incredibly powerful. But it only represents a sliver of the information available about a person. Furthermore, the accuracy of demographic data is already in question, and the cost of its poor quality can add up for marketers.

If a marketer over-relies on only a few demographic data points when defining an audience, accuracy of those specific data points is mission critical. But with a more comprehensive approach to defining an audience, where thousands of data points are considered, no single data point is at risk of toppling the operation.

No junkers, no hidden gems

There are hundreds of data aggregators in the martech ecosystem, specializing in CPG, behavioral, online, offline data and more, and many claim theirs is higher quality than others. These claims should make marketers wary. For example, I recently read an article claiming online purchase data is the ideal source of truth because it’s tied to a tangible transaction. But for a retailer that wants to drive new, incremental purchases, an advertisement targeted to someone who already bought is not ideal. In this instance, the quality of the behavioral data is a moot point because it doesn’t align with the retailer’s objectives. Further, when marketers have thousands of data points at their disposal, it seems risky to put so much weight into a single point.

Get into gear

Too often marketers question accuracy and quality before knowing what they want to achieve. Take, for example, a TV manufacturer that wants to find new customers. Using recent online purchases, even if the data is 100 percent accurate, won’t find many new customers. Would an audience of men that’s 100 percent accurate fair much better? Or an audience of people who live within a 5-mile radius of an electronics store?

Accuracy is important. But an audience with perfect accuracy that isn’t tied to campaign objectives won’t drive performance.

What if, instead, the manufacturer considered past purchases as one piece of the puzzle — a way to group its valuable customers. Then it could consider the thousands of additional data points available about those customers to find the commonalities that comprehensively represent the ideal customer. This audience mitigates the risk that a single data point’s accuracy will negate performance, considers all relevant data points, and bases the audience on the goal of driving purchases.

Who’s behind the wheel

With the right data aligned to strategies and in concert with business outcomes, marketers don’t have to live in fear that inaccurate data will derail campaigns.

When it comes to performance, it’s not just about data accuracy, but comprehension, recency, longevity, frequency, scalability and more. Once marketers are able to consider all of the data at their disposal, the martech industry can get back on track to the destination that the data-driven era promised, one where data drives smarter, one-to-one decisions that improve efficiency and results.

This story first appeared on MarTech Today. For more on marketing technology, click here.

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Who’s Hiring in November?

Here are our picks: Sr. Analytics Manager – Experimentation – Ebates.com is looking for a “creative problem solver with a passion for delivering data-driven insight and has experience in leveraging Testing and Experimentation framework to improve customer experience” in San Francisco. Marketing Analyst- Growth Analytics – In Atlanta, Georgia, Pandora is looking for a candidate […]

The post Who’s Hiring in November? appeared first on Brooks Bell.

Here are our picks:

Sr. Analytics Manager – Experimentation – Ebates.com is looking for a “creative problem solver with a passion for delivering data-driven insight and has experience in leveraging Testing and Experimentation framework to improve customer experience” in San Francisco.

Marketing Analyst- Growth Analytics – In Atlanta, Georgia, Pandora is looking for a candidate to “assist the Marketing Analytics group’s analysis efforts around customer targeting, acquisition, and retention; campaign, audience and subscription forecasting, and KPI tracking as Marketing Analytics works in conjunction with broader Finance, Product, Engineering and Data Science teams.”

Product Manager, Data & Analytics – Join The Walt Disney Company in New York and lead the “analytics-related product development efforts.” “Provide strong input into data tech R&D and data-related critical initiatives, and work on the integration activities with Disney Streaming Services’ analytics technology partners.”

Marketing Analytics Analyst/Data Scientist – The Children’s Place is looking for an analyst to be “responsible for supporting the company’s efforts to create a strong and advanced analytics team focusing on our customer” in Secaucus, New Jersey.

Ecommerce Product Manager – Boxy Charm is looking for a candidate to join their team in Pembroke Pines, Florida to “work with stakeholders across the business to understand needs and build requirements to create and maintain a roadmap for transforming our customers’ experience.”

Executive Director, Chief Marketing Officer – Lenovo in Chicago is looking for a leader to “generate revenue by increasing sales through successful marketing for the entire organization, by driving global marketing and communication, advertising, Public Relations, digital and social media.”

If you are looking to fill a position, give us a shout and we’ll add it to the next careers blog post.

The post Who’s Hiring in November? appeared first on Brooks Bell.

Mobile Video Optimization And Its Impact On Conversions

Mobile video optimization isn’t only about making videos play smoothly on smartphones of different screen sizes. Popular video hosting sites can help you to that end. Vimeo and Wistia even offer responsive embedded code so that you can upload videos on your landing pages or blogs without worrying about the container size. Even if your […]

The post Mobile Video Optimization And Its Impact On Conversions appeared first on Blog.

Mobile video optimization isn’t only about making videos play smoothly on smartphones of different screen sizes. Popular video hosting sites can help you to that end.

Vimeo and Wistia even offer responsive embedded code so that you can upload videos on your landing pages or blogs without worrying about the container size.

Even if your website is responsive, embedded videos with fixed width can give your visitors an unpleasant experience. And studies say that half of your users are less likely to engage with you if you give them a bad mobile experience. So, the next time you are planning to embed a video, go for responsive instead of “fixed width.”

Optimizing videos for mobile can be tricky. This article will not just help you fit your videos within the screen of a mobile device, but also help you improve these videos to increase conversions.

We have more video optimization hacks laid out for you below. Dig in.

And note that making videos playable on mobile is not your end goal. What matters more is conversion. Why are we even paying so much attention to mobile?

Mobile Video Optimization: Reasons

The reason we want you to be serious about mobile video optimization is because of these 2 stats:

1. Mobiles give you a wider reach compared to desktops. A study indicates that there are more mobile users now than desktop users.

Source

2. By 2021, 75% of all mobile traffic will come from video content.

Per these 2 points, you get the idea that mobile browsing is on the rise and people like to watch videos, more on the smartphone than on their desktop. Ergo thinking out a mobile-first strategy is crucial for your video marketing success.

After all, it’s much easier to watch a video on your phone. And the cherry? 92% of mobile video consumers share videos with others. That means easy marketing for you—higher views, engagement, and click-throughs!

Let us now move to how videos can be optimized to drive conversions on mobile devices:

Optimization Tip 1: A/B Test Vertical Video Ads

Most videos are designed to play in the landscape orientation. But let’s face it—we hold our phones vertically 94% of the time. So, it can be a hassle to flip your phone just to watch a video and then flip it back. Sounds like a waste of time, right? Many marketers thought so and are now A/B testing their ads with vertical videos.

Source

Vertical videos are popping up as in-app ads too. So far, we have heard a lot of success stories about use of vertical videos.

Chartboost adopted the vertical video ad format, and reported that their advertisers saw up to 20% lift in install per thousand impressions (IPM). That’s great, right?

Even a study from Facebook saw people preferring vertical video content:
– 79% of the novice vertical video consumers were in favor of the vertical video format.
– 65% of respondents applauded brands that are using vertical video for their advertising as “more innovative.”

So, prepare to contribute to this brave new world of vertical video content.

Optimization Tip 2: Use Native Video Uploads to Get More Views

Natively uploaded videos play automatically while you need to click to play videos that have been linked with other platforms. Facebook reports imply that you can achieve as much as 1055.41% higher average share rate with native videos compared to YouTube third-party video links.

So, don’t be a stranger to this native video tactic.

In one of the expert interviews, Matthew Vazquez also asserted the importance of uploading your video separately on YouTube, Vimeo, and Facebook each, and to use modified descriptions with strategic keyword density for all 3 uploads. Matthew says that “this is powerful when done right because now you’ve 3X your SEO potential.”

Source

Optimization Tip 3: Ensure That Your Landing Page Video Is Mobile-Compatible

Conversion prophets have revealed that adding an explainer video on your landing page can boost your conversion rate by
up to 23%.

Source

One of the best landing pages using an explainer video as the conversion bait was that of Dropbox. They had kept their landing page simple with one engaging video and a download button. Visitors watched the video, saw the benefit of using Dropbox, and proceeded to download it. It was a simple funnel, and the conversion rate was high. Reports say that Dropbox earned a million users and bagged a revenue of $48 million.

There are a few problems when it comes to adding a video to your landing page:

– To begin with, ensure that your landing page video is responsive. As we shared in the beginning, you can use Wistia or Vimeo’s responsive embedded code to get this done. These video-hosting platforms offer incredible analytics to help you monitor your video performance. You will get cool insights, such as at which point your viewers are dropping off, and will be able to use these to optimize the playback accordingly.
– Use a thumbnail that prompts visitors to play the video. Never put your landing page video on autoplay. That’s a no-no.
– Keep your video short; 60 to 90 seconds is the best. (Stats say 59% of viewers will watch your video to the end if it’s under a minute.) The idea is to ensure that your video isn’t too heavy and that it shouldn’t lag.
– Position the Call to Action (CTA) button next to the video. Also, ensure that the narrator ends the video with a verbal CTA message, or use text to highlight CTA on the end screen. Try doing both as well.
– Try user testing to see how your target audience interact with the video. Check if they click the video right away or if they are distracted by some other elements on your landing page.

Select these probable issues before spending on PPC campaigns and ads. After that’s done, you will have a landing page with a video that can get you the ROI.

Optimization Tip 4: Ensure that your video has a call to action at the end

Remember those “Please subscribe to our channel.” requests that video makers leave with at the end of the video? These work.

If you watch a video till the end, that means you already like it. So when the creator politely asks you to subscribe, there’s a good chance you would do it.

Call to actions are, therefore, important.

These instruct your users on the next course of action—what they should do after watching the video. So, don’t just put up your CTA message or link in the video description. Say it. Have the narrator of the video conclude your video with the call to action message.

You can also use the actor in the video to point to the CTA button at the end. (If it’s an animation video, use a hand illustration or directional cues.) You will notice that many YouTube video creators use this tactic to request the viewers to subscribe.

There’s another CTA hack. If you are using YouTube, it is its annotation and card features. You can also use these to pop up your CTA link on the screen itself. For mobile users, that makes navigation easier.

Source

Optimization Tip 5: Use typography or subtitles to get a reaction

Your videos should make sense even when muted.

With platforms like Facebook and Twitter having the muted autoplay feature, you are bound to have viewers who will look at your video for a few seconds to determine if it’s worth watching. This means that you can’t afford to have videos that rely only on audio and narration.

Your video should make sense even without the audio or at least provide a context of what’s being presented. Mute your video and see if the idea is being conveyed even without the audio, or if the visual is powerful enough to make the viewers turn the volume up or put on their earphones (if they are at a public place).

Best way—try adding captions or subtitles or use typography animation. Either will help you grab viewer attention, engage them even with a muted video, and get a reaction.

Conclusion

Making your video play on mobile devices is not your end goal. As a marketer and business owner, what matters more is conversion. By using the above optimization hacks, you can get your videos to perform better on mobile.

Just remember the distinct phases of your buyer’s journey. A video designed for customers in the awareness phase may not be appealing to your audience in the evaluation phase or those hesitating at that purchase point.

So, create several types of videos to power your customer’s decision journey.

Conduct a survey acquiring information about your demographics if you want to be painfully precise; but for the most part, develop your content such that it is not inhibited by a small screen. Your videos should have details clearly presented so that these may not get missed out if viewed on a small screen.

This is just the tip of the iceberg. If you have some cool video optimization tips, please share your story in the comments below.

The post Mobile Video Optimization And Its Impact On Conversions appeared first on Blog.

9 Engaging Examples of the Best Headlines to Rally Your Audience

There’s a reason marketers talk about the best headlines and calls to action more than anything else. It’s because the best headlines and CTAs contribute more heavily to conversions than most entrepreneurs think. Think about how people used to — and st…

headlines-conversions-and-sales-introduction

There’s a reason marketers talk about the best headlines and calls to action more than anything else. It’s because the best headlines and CTAs contribute more heavily to conversions than most entrepreneurs think. Think about how people used to — and still do, in some cases — browse magazine racks. Most of them didn’t pick up a magazine until a headline caused them to act. That’s telling. The best headlines on magazine covers actually move consumers to physically pick up a product and carry it to the register. Online, all you need is a click. This doesn’t mean you should...

The post 9 Engaging Examples of the Best Headlines to Rally Your Audience appeared first on The Daily Egg.

How This Print & Design Brand Leverages SEO To Boost B2B Marketing

You might be forgiven if you mistook Nonstop Signs as an ordinary local graphic design and print company. One visit to their website, however, and… > Read More
The post How This Print & Design Brand Leverages SEO To Boost B2B Marketing appeared …

You might be forgiven if you mistook Nonstop Signs as an ordinary local graphic design and print company. One visit to their website, however, and... > Read More

The post How This Print & Design Brand Leverages SEO To Boost B2B Marketing appeared first on Retail Performance Marketing Blog - CPC Strategy.

Supercharge That Black Friday Campaign – Part 1

With Black Friday coming up you’re probably right in the middle of an email marketing campaign with big ambitions. If you’re using an email marketing solution or an ESP, they’re giving you great analytics on how your emails are performing w…

Crazy Egg Email UTM tracking

With Black Friday coming up you’re probably right in the middle of an email marketing campaign with big ambitions. If you’re using an email marketing solution or an ESP, they’re giving you great analytics on how your emails are performing with your audience. You’re seeing sends and opens, clicks and engagement. And depending on how well integrated your system is, you’re getting some visibility into ROI. But what happens in-between? The problem with every list that’s created about “Important Email Marketing Metrics” is that they go hard on metrics related to email specifically, and then jump to conversions. They don’t...

The post Supercharge That Black Friday Campaign – Part 1 appeared first on The Daily Egg.

The decisioning dilemma: Getting the right combination of marketing tech to optimize engagement

Being able to bring together the facets of customer engagement – and to do so automatically – is the true value of decisioning tools.

The post The decisioning dilemma: Getting the right combination of marketing tech to optimize engagement appeared first on Marketing Land.

arrows on ground to choose directionWith the proliferation of martech and adtech tools over the past ten years, there’s no shortage of technology platforms available to help marketers understand, target and communicate with consumers more effectively. The sheer volume and range of tools can be downright dizzying: tools for planning and developing, tools for attracting and engaging customers, tools for identity and data management, as well as database tools and consumer-facing platforms. Combine all these with near-ubiquitous CRM and adtech platforms, ad networks and DSPs, and marketers have a suite of technology solutions that would be daunting to even the largest enterprise-level team.

But marketers don’t need to implement every tech tool available. They just need the right combination of tools to help automate intelligent decision-making.

Gathering information

As with any decision-making process, decisioning in marketing starts with gathering accurate information, specifically customer data. Creating a single customer view by gathering data across all touchpoints is crucial for facilitating personalization and contextual marketing, and various martech tools help marketers efficiently collect this data.

Some of these tools leverage AI and machine learning to comb through reams of seemingly-unrelated data and pulling out recurrences and patterns that generate deeper insights into customer behavior, and also point to new markets, segments, or other opportunities. Making sure that data is correct and being manipulated correctly at every point in the process – validating the inputs – is obviously of critical importance.

The availability of increasingly extensive data sets, driven by the prevalence of martech data collection tools like CRMs, give marketers the ability to gather the information needed to fuel their decisioning. Identifying which of these tools works best for a given organization is simply a matter of preference, one which a technology partner can help with.

Once the thousands, yes thousands, of potential data sources are integrated into a marketing framework or system, and that data is captured to create a single customer view, the next step for marketers is to apply automation layers to that data in order to leverage it for more effective marketing to customers and influencing their behavior.

This is the crux of the decisioning process.

Taking action

Decision management systems have existed among core business processes for some time, but they are now being marshaled to execute consumer engagement processes. By governing the parameters and timing of both outreach and interactions, these systems allow marketers to create a unified, consistent process. And automating that process with next-generation martech tools is the next phase of this evolution.

With automation, decisioning systems can deploy real-time offers based on predicted behaviors, manage and update databases without prompting, and execute intelligent multichannel campaigns without hands-on intervention. By removing that burden from marketers, they will be able to devote more resources to big-picture strategy, more time to think and problem solve, and refine and improve their high-level approaches.

A good decisioning tool will be able to track what type of content consumers are most interested in, allowing marketers to deliver more personalized, natural, tailored marketing content. It can be leveraged to manage a wide range of marketing activities, from customer data evaluation to offers and promotions to loyalty program interactions.

Being able to bring together these facets of customer engagement – and to do so automatically – is the true value of these decisioning tools. While a completely autonomous marketing system may still be some time away, today’s available decisioning tools can and do manage to take a significant portion of the day-to-day engagement responsibilities off of marketers’ plates. And linking these outreach-centric systems with existing data collection and management systems can create an even more comprehensive solution.

Getting together

All of the tools, data sources, analytics packages and marketing technology software services available to marketers presents a challenge regarding integration. Will AI-enabled systems become the one tool that can manage the rest of them – integrating insights, eliminating “siloed” data sets and facilitating personalization? Maybe. But while we figure that out, marketers can identify the right technology partners that can provide complementary systems to achieve these ends – starting now. A robust CRM, coupled with a decisioning system with automation capabilities can get marketers as close to the ”set it and forget it” ideal that AI and other advanced technologies promise.

With that combination of martech tools, marketers can optimize their consumer engagement, improve their long-term customer relationships, identify and reach new segments, and ultimately boost their revenue and profitability. With those potential impacts in the balance, using martech to facilitate automated decisioning is one of the best decisions a marketer can make.

The post The decisioning dilemma: Getting the right combination of marketing tech to optimize engagement appeared first on Marketing Land.

Why Personalization Matters As Explained By Your Thanksgiving Feast

It’s the night before Thanksgiving, and you’re still trying to plan the menu. While you are thrilled that some rarely-seen relatives have decided to journey to your home for the holiday, they’ve also presented you with a culinary challenge. You realize that with only one turkey, and room on the table for only a few… Read More

The post Why Personalization Matters As Explained By Your Thanksgiving Feast appeared first on Bound.

It’s the night before Thanksgiving, and you’re still trying to plan the menu. While you are thrilled that some rarely-seen relatives have decided to journey to your home for the holiday, they’ve also presented you with a culinary challenge. You realize that with only one turkey, and room on the table for only a few side dishes, you won’t be able to give everyone the perfect Thanksgiving feast.

You decide to try and tackle the turkey first since it’s the centerpiece of Thanksgiving. Uncle Bob has requested a fried turkey this year, but cousin Alice from Austin thinks a smoked turkey would be better. You’ve never smoked nor fried a turkey before so it seems like an easy decision to stick to the traditional, which should be good for most of the group.

However you feel bad that Bob and Alice won’t get the turkey they want, so you decide to prioritize them for the sides. They’re both on board for your garlic mashed potatoes. This means though that the mashed sweet potatoes won’t fit on the main table, and will need to stay in the kitchen. Your mother will only eat the sweet potatoes and has a bad ankle. Is it fair to make her walk to the kitchen every time she wants more?

You could move the green bean casserole to the kitchen and leave all the potatoes on the table. Meanwhile your brother-in-law, Caleb, asked if the green bean casserole could use gluten free fried onions, and you’re still trying to decide if that would work for everyone or if it would taste noticeably different.

You’re completely lost when it comes to desserts. Your family will only eat pecan pie but your mother-in-law is severely allergic. It seems logical to make pumpkin, but how can you not have the pie that half your guests want?

Luckily you’re only faced with this conundrum once a year. Destination marketers, however, face this challenge daily. Instead of a turkey, they need a homepage hero that still appeals to in-state, out-of-state, and special interest visitors. They might not need to worry about someone walking the extra steps to the kitchen, but they struggle with keeping content easy to find so that brides looking at wedding venues or business travelers coming for a conference don’t need to dig through page after page of general vacation trip ideas.

Reimagine this Thanksgiving feast/website with personalization. Most guests would see the traditional turkey hero, but Uncle Bob and cousin Alice see the turkeys they want. Your mother doesn’t need to “walk” to the kitchen, because you’ve set a fly-in on the sides content that takes her right to the sweet potatoes. That pecan pie that can’t get near your mother-in-law? You’ve set rules to exclude her from ever seeing it.

We hope YOUR Thanksgiving is delightful and there are no challenges with planning. If you’re interested in learning how to take your website to the next level with personalization request a consultation to see how we fit in with your current marketing strategy.

The post Why Personalization Matters As Explained By Your Thanksgiving Feast appeared first on Bound.

What is Direct Marketing? A Primer For Brands

Direct marketing — also called direct response marketing — is a type of advertising in which businesses communicate directly with a select group… > Read More
The post What is Direct Marketing? A Primer For Brands appeared first on Retail Performance …

Direct marketing — also called direct response marketing — is a type of advertising in which businesses communicate directly with a select group... > Read More

The post What is Direct Marketing? A Primer For Brands appeared first on Retail Performance Marketing Blog - CPC Strategy.

PureCars launches an attribution platform just for car dealerships

The auto dealer-focused online marketing platform says this new solution is the first to solve dealers’ unique problem of attribution.

The post PureCars launches an attribution platform just for car dealerships appeared first on Marketing Land.

Buying a car these days often involves extensive online research before visiting a physical dealership.

That’s a key reason why attribution has been difficult for auto dealers, says car marketing platform PureCars, which released a sales attribution/business intelligence platform this week that it says is the first one to fully track the path from online research to dealership visit.

Called Signal Pro, it is complementary to PureCars’ existing Smart Advertising marketing automation platform for dealerships, which enables multi-channel campaigns. CEO Sam Mylrea said clients can use Signal Pro in conjunction with Smart Advertising, or separately.

The challenge. Mylrea said that car purchases present a unique attribution problem, because buyers typically spend so much of the pre-purchase time conducting research online, with a physical trip only in the last stage of test driving, final negotiation and purchase. In other words, the funnel dynamic is particular to this industry.

A solution. Signal Pro gets a feed from the inventory management system of its clients, about 3,000 dealerships in the US. It tracks user activity at dealer websites, engagement activity with ads run by its client dealerships, and, via third-party data services, engagement and impression data on car-related ads that are run by others, like auto makers.

When a user goes to a dealer web site or views one of the ads, PureCars is able to match the user to a cross-device graph, which employs IP addresses and other indicators to match anonymous users to persistent identifiers, like phone numbers. Those identifiers then help match the customer who walks into a physical showroom and buys or leases a car to an ad engagement or a site visit.

Previously, Mylrea said, his company could track ad campaign engagement, as well as specific attribution signals like a user filling out a contact form or a user calling a specific phone number. Now, he said, Signal Pro enables dealers to link the online research to the physical purchase, and also predict where each customer is in the buying cycle. Mylrea claims Signal Pro can accurately tie about 80 percent of dealership purchases to the relevant marketing or advertising impetus.

Why you should care. While other attribution services similarly offer multi-point attribution, including linkages between online marketing and offline purchases, Mylrea said Signal Pro is the first specifically tied into dealer inventories and designed for auto purchases.

Given that cars are generally consumers’ second-biggest purchase after homes, knowing which ad spend or site content impacted sales can be a valuable piece of the marketing puzzle.

This story first appeared on MarTech Today. For more on marketing technology, click here.

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