Make your remarketing more effective and less annoying with call tracking data

If your customers frequently purchase on the phone, you might be sitting on a goldmine of remarketing data.

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It’s estimated that most Americans are exposed to around 4,000 to 10,000 ads each day. That’s a whole lot of opportunities to acquire new customers, and just as likely, annoy the everloving snot out of thousands of others. When you use remarketing to stay top-of-mind with customers, you’re walking a fine line between drawing in potential customers and infuriating your audience. Remarketing can and does work, but only if you can put customer experience above short-term vanity KPIs. Here’s how to do it and how to make the customer’s experience better using call tracking data.

Remarketing, retargeting, and why people hate it

What’s the difference between retargeting and remarketing? Remarketing is your overall strategy of reconnecting with customers and prospects after they have interacted with your brand. This could be a combination of email, paid digital media, direct mail and more. Retargeting refers to the cookie-based ads used to remarket to people after they have left your site on other sites as part of an ad network, such as Google Display Network ads. 

Your typical non-marketer consumer may not know these terms or the inner workings of remarketing. They just know them as ads that seem to follow them everywhere they go after visiting your website, and they have some good reasons to hate them. 

Ads are out of context

Have you ever been shopping for some kind of martech product and then get retargeting ads for it on your favorite hockey blog? If you’re a marketer, you probably just sigh and nod your head in shame that someone’s doing it wrong. Displaying ads out of context is one of the big reasons why consumers feel like they’re being “followed” by you. It sticks out like a sore thumb because it’s just the wrong place and the wrong time. However, if you can contextualize your remarketing, the ads will seem natural and do what they’re supposed to do — keep your brand top-of-mind. When you see ads for the hockey gear you’ve been shopping for on the hockey blog and email automation on marketing industry websites, you nod your head in approval and think “YEAH, these folks know what they’re doing!” Then you buy that 12-pack of pucks and call back that martech SDR who has been hounding you for the last six weeks. Mission accomplished! 

Your ads are absofreakinlutely everywhere, forever

The more times someone sees your ad, the more likely they’ll remember you, right? That might be the case, but they’ll probably be remembering that they’d like to strangle you. A study performed by Skin Media and RAPP Media aimed to find out how this repetitiveness affects consumers. In the study, they found that people think that seeing a retargeted ad five or more times is “annoying,” while seeing it ten or more times makes them “angry”. Not the experience you’re looking for. More than half of the visitors polled said that they may be interested in the ad the first time they see it, even though only 10% report making a purchase as a result of seeing a remarketed ad. Think carefully when you are setting your frequency caps and make sure you are not inundating (and annoying the hell out of) your customers with ads. 

Getting retargeted for stuff you already bought

Step 1: Buy a new power drill. Step 2: See millions of retargeting ads for the same darned drill. Step 3: Scream at your computer “GAWD, fix your suppression, dummies!” The average consumer may also find this rather inept, but more likely, they’re going to be turned off by it. Proper post-conversion ad suppression makes your marketing much more efficient and saves your customers from the agony of being reminded of their purchase for six weeks, or worse, seeing an ad with a lower price than they paid and making them feel conned. 

How call tracking data can make the remarketing experience better

Particularly in the post-cookies age we live in, where the use of third-party cookies for remarketing is being smashed by new regulations and browser-level cookie-blocking, using every source of first-party data you have at hand for remarketing is critical. If your business gets a lot of sales inquiries from inbound phone calls, your remarketing picture gets even muddier. A potential customer may have navigated to your website and clicked on a page or product before calling you and either asking a question or ultimately making a purchase. Either way, you are left with a data gap that leaves you open for making bad remarketing decisions that will annoy your customers and waste your marketing budget.

You can bridge this data gap and get your hands on precise first-party data for remarketing by using a call tracking and conversational analytics platform. When your customers call you, they are literally telling you what they want and how they talk about it. To feasibly classify customer conversations into useful digital datasets, you need an automated system that can understand what’s being said and accurately derive meaning from it. Your call tracking platform should be able to accomplish a few things: 

  • Automatically determine the outcome of inbound phone calls 
  • Predict and classify call type (e.g. sales call, service call, etc.)
  • Collect digital journey data such as UTM, keywords, and GCLID
  • Push marketing intelligence collected from calls to your martech stack in real time

With this type of functionality, you can fine-tune your remarketing campaigns without doing a lot of heavy lifting.  The data can be fed to your DMP and/or ad network to automate the process in real time. And when you understand the nature of a call, you can optimize your media for higher ROI, which can be particularly helpful when you are nailing down the next best step in your marketing, whether that be retargeting ads for someone who did not make a purchase, or suppressing ads for someone who did. You can also use call data to feed to Google’s automated bidding algorithm to adjust your bids according to what is (or isn’t) happening on the phone. 

Conversational analytics tools like Invoca’s new Signal Discovery take this to a new level of precision and granularity, as they can help you find out things about phone conversations that you don’t even know to look for. Over 56% of marketers have no idea what’s said during the calls that they drive or what the outcomes of those calls are. It’s a big data gap that marketers shouldn’t have to live with. “Conversations are overflowing with insights that don’t always see the light of day outside the contact center. As a result, many companies are missing out on opportunities to create a more consistent and positive customer experience across human and digital touchpoints,” said Dan Miller, lead analyst and founder at Opus Research. 

Signal Discovery solves this issue by enabling marketers to quickly gain new insights from tens of thousands of conversations and take action on them in real time. From there, you’re able to drill down into each topic to understand caller behavior and then create a “signal” that Invoca will listen for in future calls so you can see exactly when a specific topic is discussed and can automate your marketing based on this data. No more guesswork, no more risky call assumptions.

With all this data, you can make your remarketing efforts more targeted, relevant, efficient, and above all, less annoying. 

Get the Call Tracking Study Guide for Marketers to learn more about how to use call tracking data to improve your remarketing strategy. 

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It’s time to change your content marketing workflow

Enroll in the recently launched free academy.

The post It’s time to change your content marketing workflow appeared first on Marketing Land.

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 working

We can make do with this workflow, but it’s extremely hard work. We’re always rushing, but 60% of our projects still get delayed, our recent research discovered. We’re always innovating, but we found that 70% of brands and agencies still communicate through emails and showcase work in generic documents. We lose information, miscommunicate, and publish work that falls short. All these flaws in the way we work add up to creative professionals sorting emails and formatting spreadsheets rather than strategizing on new opportunities. These are not theoretical conclusions but the result of thorough research that revealed only 7% of marketers are truly happy with the way their team works. 

Better workflows

From brainstorming strategic approaches to hitting that publish button, we need clear guidelines. The hows, the whos, and the whats need to be decided, mapped, and followed to unlock serious productivity. We have to leverage new opportunities to stay ahead. Do we have the bandwidth to take them on? Right now, we don’t. With new processes, we will. 

Learn how

Raising standards in content collaboration and creative workflows begins with awareness and the deployment of technological resources that can help every content marketer out there produce better work. This is the founding premise for Planable’s Upgrade Your Content Marketing OS Academy. Planable has been around for over two years and has helped 5,000+ teams take their workflow to the next level. Planable’s collaboration software helps build seamless workflows, increases productivity and shifts the content marketers’ focus to what matters. By making it easy for teams to create, approve, schedule, and publish their content, Planable helps content teams take the first step toward real change. 

In looking to raise global standards in content marketing, Planable decided to share its knowledge by offering free video courses on content marketing workflows. Key industry experts contribute advice to help teams upgrade the way they work. The free courses consists of six chapters, all video. Xenia, Planable’s CEO, and the Academy lead, is joined by 20 rock star guests who are on the frontlines of content creation and workflow management. Marketers will discover insights from marketing experts such as Mitch Joel, Alex Khan, Josh Fechter, Oliver Yonchev and Emma Lyskava from Social Chain; Somi Arian and Tim Soulo from Ahrefs, and many more. 

Five things you’ll learn when you enroll in the Academy:

1. Great content wasn’t built in a day.

Great content can only be achieved with careful planning and research. The first part of the course dives deep into proper planning. Marketers will learn how to define their content goals and assign their resources. Understanding their audience takes time, but it is an essential part of the process of building relevant, engaging content.

The more you know about what you want to create and who will consume your content, the better. However, don’t overlook collecting information for each piece of content. Courtney Cormier, Content Marketing Manager at, encourages marketers to first consume content before creating content. 

2. The right approval process will not slow you down; it will make you stronger.

“It’s really about understanding the constant communication loop between the client and the customer,” states Alex Khan, CEO of Attractive Media.

The way marketers showcase work to their stakeholders is essential to the process. Anyone who reviews and approves content should visualize the work as it will look like live. Such details contribute to a stable line of communication, which will undeniably impact the relevancy of the feedback. 

Another key point addressed in the course is the tendency to blame this stage for delays. It doesn’t have to. The right approval process will ensure brand consistency, help the team align, act as a safety mechanism and unite everybody around the content.

3. It takes more than two to tango in a publishing flow.

Once marketing teams get approval, it’s time to publish the content. If publishing processes aren’t defined in time and there’s no coordination, the project usually gets delayed — resulting in chaos. 

When we’re ready to hit the publish button, last minute details come up. How many of these sound familiar? “We didn’t write the copy for social.” “We don’t have the image for the featured post.” “Alt texts.” “Meta descriptions.”

Teams can eliminate these last-minute roadblocks by keeping the following questions in mind:

  • What is needed? For example, videos need subtitles, articles need website uploading, imagery, maybe UTMs. Meta descriptions, author information, headshots, platform access, etc.  
  • Who is involved? Do you have a publisher? Does the content creator also publish the piece? Does the SEO team give input here? 
  • How do you align all the people? To make everybody involved and aware of their tasks, create a system that will work for your content every time.

4. Spread the word and clicks will follow.

“Brands are looking for unique ways to reach unique audiences,” says Academy guest Mitch Joel, founder of Six Pixels Group.

Many marketing teams consider hitting that publish button the finish line. But that’s only one lap of the race. After publishing, we have to spread the word. Our audience’s feeds get noisy and standing out becomes more difficult. 

To distribute your content, you need more than a mass email asking people to share. Focus on creative assets, proper repurposing calendars and clear distribution channels. These efforts to have everything in place shouldn’t start after the content is live. They must be part of the initial plan to accurately estimate your content’s potential.   

Marketers should be aware of how many forms their content can take. The insights you produce will fit one initial format: a video, blog post, or an infographic. Regardless of the way it’s first illustrated, it can then be transformed into alternative pieces of content to be distributed. 

5. Tool up your team to get the best results.

Technology serves as the foundation for anything you want to build, and it should be at the heart of your team’s efforts. The Academy drills down on exactly how technology can move things forward and achieve efficiency and alignment. From automation fighting burnout, to built-in visibility preventing a PR crisis, the right tools should be the glue that holds everything together. 

If you’re ready to dive deep into every step of the modern content workflow, check out how Planable Academy can help your team. Enroll for free.

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Taboola Trends launches to offer free ‘A/B insights’ into video, image, text creatives

The tool uses the company’s global traffic to show which creatives drive higher CTRs.

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Content discovery platform Taboola, which two weeks ago announced a merger with its primary competitor Outbrain, recently released a trends tool that offers insights about the performance of ad and content creative from its publisher network.  

The combined company has roughly 20,000 publisher customers and 10,000 advertisers in 50 countries. It also claims to reach 52% of all desktop users globally.

Slice and dice by country, platform and industry. That global traffic data informs Taboola Trends. It’s a free tool to gain A/B-style perspectives on image creative, video content performance, keywords and titles.

Marketers can look at image creative by industry, device category, language and country. You can then see how variables such as text, color, subject, model gender and image type impact click-through rates. In the example below, the black and white image somewhat surprisingly outperforms the color image with an 83% better CTR.

Source: Taboola Trends

Similarly, with video, marketers can see the video types that are more likely to be completed, by content category, country, device platform and duration.

There’s also trend data tied to keywords and phrases. In addition, marketers can test alternative headlines or image titles and see relative CTR performance estimates. Finally, the company also offers summaries of vertical-specific insights in industry benchmark reports (registration required). Though interesting, not all of this information is equally useful.

Source: Taboola Trends

Why we should care. Taboola Trends joins Google Trends, BuzzSumo, Answer the Public and other free tools that offer research and insights for marketers seeking ideas, inspiration and context as they plan campaigns. But other than the title analyzer, Taboola Trends is not a true A/B testing tool for your individual content or ad creative. It does provide, however, a kind of directional predictor of CTR performance that can be helpful in thinking about content and creative.

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