Posted by Alex-T
To measure, or not to measure?
When it comes to outlining potential metrics in digital marketing, I always ask myself a question: “Can I measure this?”
For the most crucial elements of your strategy, the answer will likely be yes. But digital marketing involves tons of metrics that we must track on a daily basis. The majority of the data we gather gives us a general understanding of what’s going on, yet keeps us too far away from reaching our business goals. For instance, Google Analytics alone has more than 75 standard reports and each of them can be modified, providing us with even more data. Trust me, it’s hard to stick to your goal if you delve too deep into analytics. So, yes, the struggle is real.
I’m not going to reinvent the wheel here. In this article I’ll break down the most important steps you need to take when you are at the crossroads of defining your company’s short- or long-term digital marketing objectives. What if things go south, you ask? How do I fulfill my boss’ expectations? Will I ever be able to get over a failure? OK, let’s not get overly dramatic here. Read on to learn why I believe in the power of KPIs, reasons why you shouldn’t be afraid to experiment, the importance of stepping out of your comfort zone, how to properly set up your “plan, act, measure, improve” routine, and which metrics can be deemed reliable when you work with digital marketing channels (and how to not get misguided by them). Continue reading
Mobile advertising continues to be one of the fastest growing and most challenging sectors of the global marketing economy. According to the ad-buying agency Magna, digital advertising will surpass traditional TV advertising this year (thanks largely to mobile advertising). By 2021, mobile advertising will have increased to $215 billion, or 72 percent of total digital ad-buy budgets.
So how can your brand stand out in the noise? With AI targeting a commodity the only way to grab attention is to deliver engaging creative.
Yet consumers often see mobile ads being served today as annoying or invasive. That same Forrester study found consumers reporting that 73 percent of the mobile advertisements seen in a typical day fail to create a positive user experience. For marketers, this means that their mobile ads are often underperforming. On average, $0.55 of every dollar spent on mobile ad campaigns is not producing tangible positive value for the organization. Continue reading
The modern “drive to web” campaign is much more than simply pushing consumers to a linked landing page. It’s leveraging technology and marketing software which is ever-evolving, and understanding how to create dynamic and personalized campaigns that produce web results. Continue reading
Posted by purna_v
I was conned into my love of cooking by my husband.
Never having set foot in the kitchen until the grand old age of 22, my husband (then boyfriend) — a former chef — said he’d teach me some simple recipes. I somewhat enjoyed the process but very much enjoyed the lavish praise he’d bestow upon me when eating whatever I whipped up.
Highly encouraged that I seemingly had an innate culinary genius, I looked to grow my repertoire of recipes. As a novice, I found recipe books inspiring but confusing. For example, a recipe that called for cooked chicken made me wonder how on Earth I was meant to cook the chicken to get cooked chicken.
Luckily, I discovered the life-changing power of fully illustrated, step-by-step recipes.
Empowered by the clear direction they provided, I conquered cuisine after cuisine and have since turned into a confident cook. It took me only a few months to realize all that praise was simply a ruse to have me do most of the cooking. But by then I was hooked.
When it comes to voice search, I’ve talked and written a lot about the subject over the past year. Each time, the question I get asked is “What’s the best way to start?”
Today I’ll share with you an easy-to-follow, step-by-step guide to empower you to create your own voice search test. It’s sure to become one of your favorite recipes in coming months as conversational interfaces continue their rapid adoption rate. Continue reading
Posted by purna_v
Here’s a question for you:
Do you think a brand can influence your behavior outside of purchase preference? Put another way, will seeing the North Face logo make you want to take up hiking in the snow?
A few years ago, researchers at Duke University conducted an experiment with 341 students. Their goal? Studying what makes a brand powerful and how we’re influenced by brands. As part of this study, the students were asked to complete what they were told was a visual acuity test.
During this test, either an Apple logo or IBM logo flashed on the screen for a second, so quickly that the students were unaware they had been exposed to the logo. The participants then completed a task designed to evaluate how creative they were, listing all the uses they could think of for a brick.
Are you surprised that students exposed to the Apple logo came up with not just more uses, but more creative uses? The experiment was also done using the Disney Channel logo and the E! logo – and the students were tested on their degree of honesty and dishonesty. Which logo exposure led to more honesty? If you thought Disney, you’re right.
This is evidence that subliminal brand exposure can cause people to act in specific ways. Branding matters. Continue reading
Build Your Budget
This is a pretty typical part of my initial call with a prospective client.
Me: What is the budget for your PPC?
Prospective Customer: If I can put in $1 and get out $2, then as much as we need. (laughing)
Me: Of course, but how much will the initial budget be while we test and figure out how much comes out for every $1 we put in?
Prospective Customer: Hmm. What do you recommend?
Me: [shakes head]
Setting a budget for your PPC efforts is a critical component of any management and optimization effort. Here’s why.
Why You Need A Budget
Unless you’re Apple, Google, or Facebook you probably don’t really have an “unlimited budget”, even for wildly profitable channels. Businesses have cash flow constraints and any channel is subject to diminishing returns. But at an even more practical level, you need a budget for one major reason:
Optimization implies choosing better options over less desirable options. Without knowing all constraints, of which budget is a MAJOR one, it is very difficult to make the best optimization decisions.
If you only get one thing from this post, remember that sentence.
Now that we’ve established why you need a budget, let’s talk about how one arrives at a number.
Setting A PPC Budget
I will discuss two main options. There are an infinite number or ways to do this, but my experience has shown that these two methods are the most efficient. Continue reading
8 Actionable AdWords Tips for PPC Managers was originally published on BruceClay.com, home of expert search engine optimization tips .
Any successful PPC manager will tell you the same thing: a solid account structure — built on a firm understanding of your website’s navigation and existing performance data — is the basis for improved reporting, budget management and, most importantly, performance.
Attention PPC Managers: these AdWords Tips will help your campaign take off!
But successful PPC managers will also tell you that this is only the beginning — in addition to a solid account structure, there are many ways to improve your results and create a highly successful campaign. In the years I’ve spent managing SEM campaigns for both national and international companies, including Inc. 500 companies, I’ve come up with 8 actionable AdWords tips that will help PPC managers skyrocket their campaign’s success . Continue reading