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Is Our Love/Hate Relationship with Technology Changing?

It’s perennial. Corporate insights professionals worry that they face a diminished role—if not outright elimination as a team—driven in part by new technology. It’s reflected in annual barometers of the market insights business on whether and why professionals feel they do not have a seat at the table among leadership teams: 62% of respondents report that their organizations lack awareness of what the insights function does, while 38% report that stakeholders feel the insights process is too slow.1 It’s the topic of blog posts and water cooler talk.
Considering the proliferation of alternative sources available to internal constituencies and automation of insights professionals’ own work, one can understand the sentiment.

Do-it-yourself survey capabilities give every brand manager ready access to qualitative tools, and 26% of insights professionals say their internal stakeholders prefer to use them as opposed to the insights department.
Big Data, business intelligence and predictive analytics investments mean that more data is already internal to the organization, lessening the need for custom research.
Flourishing online communities are supplementing social media as a ready wellspring of insights direct from targeted sources.
Ubiquitous internet and mobile device access means it’s even easier to sample from dedicated communities, sample quality concerns notwithstanding.
There are outsourced market research firms for just about any sector, deliverable and business model.

Conventional wisdom says that market researchers tend to have a conservative attitude toward technology—sticking to known approaches and methodologies until new ones are entirely “proven”—even while the world at large explodes with new technologies to automate, analyze and visualize. The industry has not moved quickly toward more expedient mobile research solutions and has demonstrated a relatively slow embrace of technologies that have been well-proven in other domains, such as cloud [...]

By |September 6th, 2016|Blog|Comments Off on Is Our Love/Hate Relationship with Technology Changing?|

How to Make Your Site Globally SEO-friendly

Putting effort into global SEO can unlock what is essentially a market of up to six billion people, but geo-targeting wisely, structuring SEO campaigns to these markets and identifying the impact each market can have on business success can lead to a huge conversion rates and ultimately global business growth.
Marketing and SEO sit alongside each other with an increasing rate, for example if brand messaging is different in the USA and Australia, then meta data and website structure need to reflect this.
This also falls into geo-targeting, or user targeting in multiple countries.
Essentially, there are two ways to do this: you either run a huge number of websites on different domains, or you host everything on one domain with hreflang tags and IP address targeting. The latter is the best option, and it works on a number of levels. At the core the premise is simple: users visiting your website will see the geo-targeted site you want them to see based on the location of the IP address.
Beyond the initial hreflang tag, there are a couple of ways to manage this. Either users are redirected to the country code domain (for example, if a UK user puts in the .com, they will be redirected to .co.uk), or an extension is added (for example, the user would be sent to .com/en-uk). Again, the latter is the best option.
Website managers will have a core website, such as a dot-com, a selection of geo-targeted areas and, if applicable, languages in those areas. For a website where just one language is present, U.S. users would see the standard .com, UK users .com/uk, Australians .com/aus, etc.
In the back end of the website these are [...]

By |August 31st, 2016|Blog|Comments Off on How to Make Your Site Globally SEO-friendly|

A Defining Moment in Marketing History

In 1937 two organizations, The National Association of Marketing Teachers and The American Society of Marketing, came together to create what we now know as The American Marketing Association. The goal of the merger was to find ways of lowering the cost of marketing, address criticisms against marketing and find useful tools and devices in marketing practice. One year after the AMA was created, this group of thought leaders were commissioned by the U.S. government to establish and unify marketing definitions across all government agencies including the U.S. Census Bureau.
So it was from the very outset that the “big bang” behind the AMA was the kinetic effect of archetypal academics (sages) and archetypal marketing practitioners (magicians) coming together to create a new universe for marketers. This marketing universe has always been defined by the coexistence of two worlds, industry and academia. The AMA’s reason for being was to straddle these two worlds, drawing from the rigor of researched-based scholarly learnings and the market-based insights experienced by practitioners. Together these two forces would constitute the pre-eminent source for evidenced-based best practices in marketing.
Today this marketing universe is filled with luminous beings, shooting stars and seemingly irrefutable gravitational rules such as the Four P’s and quantitative modelers’ inevitable mathematical regression to the mean. In this universe we have our own dreamers, scientists, artists and explorers. The maps are of the inner mind and customer journeys. While certain frameworks and assumptions in this universe have endured, adapted and evolved over the decades, as a natural universe, in the marketing universe there is always new creation, and change is constant. The sun in this universe around which everything revolves is, of course, the customer.
Fundamental concepts [...]

By |July 25th, 2016|Blog|Comments Off on A Defining Moment in Marketing History|

Marketers Take Note: Messaging is the New Medium for Consumers

The five most popular messaging apps alone are used by about 3.5 billion people, which is half of the world’s population. Messaging use recently surpassed social media use. An App Annie report indicates that messaging apps result in more sessions per user than any other type of app, by far. Not to mention, millennials use mobile for messaging more than anything other utility.
Messaging is expanding so quickly that it has ignited a behavioral change in how we consume media and connect with the world. The most exciting thing about messaging is how developers are using messaging as a platform and building multimedia integration on top of messaging. This opens a door for advertisers, brands and marketers to create campaigns that align with the desires of today’s consumers.
Multimedia Brand Stories
One of the most familiar and rising channels for multimedia messaging is Snapchat. Snapchat has 100 million active users, who watch approximately seven billion video clips per day, according to Bloomberg. Snapchat attributes a lot of that video traffic to stories, a feature that allows users to add photos and video clips into a dynamic, 24-hour story that any of their friends can view.
In early 2015 the company introduced Snapchat Discover, allowing companies to tell their brand stories to the public. The result is engaging and creative branded content. Although Snapchat Discover has immense potential to generate impressions, it may not be the ideal channel for smaller brands and marketers to engage on Snapchat. Currently, only big brands are using Snapchat Discover, and the feature presents limited personalization options. It also demands a huge creative backing as Snapchat Discover requires new content every day. So while Snapchat is a great outlet for [...]

By |July 18th, 2016|Blog|Comments Off on Marketers Take Note: Messaging is the New Medium for Consumers|

Personalizing Each Touchpoint of Mobile Customer Journey

The customer journey is not a straight line; in fact, it looks more like a bumblebee’s flight path.To reach your users in the mobile moment, think of the customer journey as a lifecycle defined by user touchpoints. The cycle begins with onboarding, but can move fluidly between these touchpoints throughout the rest of the journey, jumping from conversion to loyalty to reactivation.
Mobile marketers and app developers can make the most of each customer touchpoint by ensuring that wherever customers are in the lifecycle, the experience is personalized.
Onboarding
A clear and customized onboarding campaign can be key to user retention in the long run. An onboarding campaign will look different from app to app, but is ultimately defined by an end goal that indicates that user has completed the onboarding process. This could be registering for an account, conducting a search, or completing their first purchase. Mobile marketers should automate this process and set up an onboarding campaign to trigger push notifications at individual milestones. You can set up your onboarding reminder campaigns to automatically cancel if the next milestone is reached within a certain timeframe. That way, each user will get a unique set of onboarding reminders based on where they drop off in the onboarding funnel.

Onboarding is also when mobile pros can optimize push notification opt-in rates. Since an app only has one chance to ask for a user to opt-in to push, you can use a tool like Pre-Permissions to suppress the default iOS prompt until a more relevant and contextual time. For example, a travel app could wait until a user searches for a specific flight, then ask if travelers want to receive price drop alerts. If the user [...]

By |June 26th, 2016|Blog|Comments Off on Personalizing Each Touchpoint of Mobile Customer Journey|

Why We Love Social Fresh

The fresh time of year is quickly approaching and we already can’t wait to get social! Join us in just a few months at the Social Fresh Conference right here in Orlando. Social Fresh is a 4-day social marketing conference filled with industry leader presentations and the best networking social media has to offer.

As you probably already know, social media is one of the most personal ways to connect to our audience. That being said, it’s important social marketers continue to learn and apply their education in the field. It’s easy to say you know social media but do you really understand social media marketing? This is the place to become inspired in the social media world.

Let us tell you Why We Love Social Fresh:

Community Based. What really sets Social Fresh apart from other conferences is its community approach. Everyone watches the same presentations together at the same time creating a fun and comfortable environment throughout the weekend. This allows all attendees to share the same great experiences. Also, you’ll notice they’ve scheduled a good amount of networking time. Social Fresh is known to form fantastic relationships in the industry.
Active Environment. Social Fresh kicks off the conference with Pre-Conference Workshops providing hands-on training. You’ll be educated on ROI, content marketing, social ads, and much more. These workshops are highly recommended so be sure to include this add-on when you buy your ticket. The energy at Social Fresh creates a momentum that keeps information flowing. Sometimes an abundance of information can be a lot but they’ve created a schedule that doesn’t give you that overwhelming feeling we all know too well.
Informative. You’ll dive deep into social media marketing at Social Fresh. [...]

By |June 20th, 2016|Blog|Comments Off on Why We Love Social Fresh|

Easy B2C Personalization Tactics for Marketers

I bet as a B2C marketer, you have been seeing articles about successful B2C personalization tactics pop-up everywhere. For good reason, personalization is one of the hottest marketing trend of 2016. Ever since personalization became trendy, this is how your daily life looks:
…Your boss comes in, screams at the top of his lungs for not coming up with sound B2C personalization tactics. He flashes you that yellow card you didn’t expect to see. You shrug your shoulders, let out a deep sigh, walk to the pantry to get a strong shot of espresso.
The worst part, you have no idea where to start. External personalization solutions are way too expensive. You only have limited budget for your marketing strategy. You begin to wonder whether you should pack your stuff and say goodbye to your fellow colleagues…
What can you do?

72%

You are not alone! According to Dynamic Yield, 72% of companies do not know how to carry out personalization tactics. Don’t worry. This article is written to save your butt in the office.

Consider yourself lucky reading this article. This article is going to guide you through the cheapest and the most effective B2C personalization tactics that you can use right away and help you build your reputation as a cutting-edge marketer

But first, let me guess why you are stuck with your B2C personalization tactics. According to Neolane & DMA, below are the reasons that marketers did not use “dynamic personalized content” in their marketing strategies.

Complexity of Systems Access to Real-time Data Data Privacy Issues
Yes, we hear your pain. Let us give you some easy [...]

By |June 19th, 2016|Blog|Comments Off on Easy B2C Personalization Tactics for Marketers|

Content Maintenance: A Framework

What happens to content after its publication seems to vary widely.  Content maintenance is not considered exciting — and is often overlooked.  Even the term content maintenance has no commonly accepted definition. Despite its lowly status and fuzzy profile, content maintenance is a many sided and fundamental activity.  I want to explore what content maintenance can involve, and how to prioritize its different aspects.
An Inconspicuous Activity
Many diagrams showing the content lifecycle have a placeholder for content maintenance.  After creating content and delivering content, content maintenance is required.  But what that means in practice is often not well-defined.    This shouldn’t be surprising: content maintenance somehow lacks the urgency that content creation and content delivery have.  After the adrenaline rush of creating new content, and watching the initial audience response to it, the content is no longer top of mind.
Content maintenance is often a lower priority activity. The UK’s Government Digital Service awaits guidance on the topic. [screenshot]In many organizations, content maintenance isn’t planned at all.  Some content gets updated because it is rewritten periodically, while other content is never touched after publication.  The organization may do a cleanup every few years in conjunction with a website redesign or IT upgrade, relying on a tedious content inventory and audit to evaluate how messed up the situation has become — content strategy’s equivalent to doing a root canal.
Kristina Halvorson and Melissa Rich, in their popular book Content Strategy for the Web, offer one of the most detailed discussions of content maintenance. They call for a content maintenance plan that reflects content objectives such as assuring accuracy and consistency, archiving or reordering older content, confirming links are working and metadata is current, and [...]

By |June 15th, 2016|Blog|Comments Off on Content Maintenance: A Framework|

Personalization 101 for Dummies

“Insanity is doing the same thing over and over again and expecting different results.” Says Einstein. Well, if he is right, then most of content marketers today are insane. Why? Let us guide you through personalization 101 class.

76%

76% of B2B content marketers say that they will increase the amount of content in 2016. But just take a few minutes to see how much content is generated on social media. Not only is it overflowing like a clogged toilet, but they all look the same. Spammy content is everywhere. Why create more when there’s already so much to see? What content marketers need now is quality content that urges viewers to take some form of action.

Personalization 101 from Experts
“The key ingredient to better content is separating the single from the stream.” – David Hahn, Linkedin
Okay, so all we need now is better content, and get out of the mainstream, spammy content. The only way to go “upstream” is to create personalized content marketing – the strategy that will shine like a beacon of light in the dark. Here we bring you the light of hope: what marketing experts say about personalization.

1. What is Personalization?
Personalization has been the latest trend in content marketing. Marketers are seeking ways to get personal involvement with their potential customers. But what does this mean to B2B companies that face low sales conversion rate? Here’s what Liad from Dynamic Yield says about personalization:

“Personalization is one of the methods that can guide visitors through the conversion funnel in the most relevant way possible.”

Liad AgmonDynamic Yield [...]

By |June 8th, 2016|Blog|Comments Off on Personalization 101 for Dummies|

Visual Marketing: Creating Engaging Content

Many of you have probably heard the phrase “Content is King”, however true, the way content is perceived by your valued audiences is continuously changing. Creating engaging content will allow companies to stay ahead of the curve.
88% of B2B respondents say that they use some form of content marketing, and 93% of them claim they use social media. Why are these Content Marketing campaigns resulting in sub-par results? The answer is simple: a lack of visual content. The goal of content marketing is to provide valuable and relevant content to your targeted audience. Through the use of visual content, a company will be able to attract and retain consumers by creating engaging content.

“Just a few years ago, you could get away with text-only social media posts and content marketing. But today? You don’t stand a chance unless your content is packed with visuals.”

Neil PatelForbes

Creating a Visual Content Strategy
The content marketing space is becoming so fragmented that the need for engaging visual content is required to stand out from the crowd. A sound strategy with strong Key Performance Indicators (KPIs) will allow a business to understand the effectiveness of their marketing campaigns. B2B marketers continue to be heavily focused on creating engaging visual content and say it is their top priority over the next year.

“Only 30% of B2b marketers say their organizations are effective at content marketing, down from 38% last year. Effectiveness levels are greater among respondents with documentation, [...]

By |June 5th, 2016|Blog|Comments Off on Visual Marketing: Creating Engaging Content|