You’ve created great content, crafted a compelling call to action (CTA) and built a special landing page. But, do you still lie awake at night wondering if your campaign is bulletproof? Will users find your most valuable content? Will they engage sufficiently to become your next customer? It’s through the application of analytics by data detectives that you can determine if your new campaign is working hard…or hardly working.
The truth is familiarity can lead to familiar solutions. Sometimes, you’re just too close to the subject to see beyond the obvious answers. That’s why including a fresh perspective can help lead to a more creative result.
Dream big? Start small.
We’ve all been there: an annual or quarterly meeting, a state-of-the-organization address, a corporate debriefing. Leadership carefully reviews where the company has been and boldly plots the course for where it will go. Visions are shared. Goals are set. Then, the rallying cry goes out to the troops:
While programmatic media buys can help pinpoint where targeted audience members are likely to be when they are looking for the solution you are selling, you first need to be able to recognize these targets. That requires knowing what their interests are and what they care about. To do this, you need to understand the emotional drivers that will lead these individuals to take action in your favor.
I recently had the opportunity to attend the NewsCred #ThinkContent Summit 2016 in New York. This year’s theme, “Convergence: The New Marketing Imperative,” put content at the center of that convergence, supporting NewsCred’s assertion that it’s through content that you’ll find a reliable way of reaching and attracting attention to your brand, products and messages. We heartily agree.
Blue Flame Thinking Crafts Ideas That Make Results Happen
You’ve probably heard all of these industry trends that promise eye-popping results—predictive analytics, demand generation, marketing automation. Who doesn’t love results? It’s what we thrive on as marketers. But, making results happen isn’t so easily prescribed.
Are your campaigns beating their benchmarks by reaching higher click and conversion rates at a lower cost per acquisition? If not, perhaps you’d like to get more out of your investment. Our recent collaboration with a national retail client is a stellar example of programmatic media buying in action. The campaigns we’ve launched over the past year continue to post strong metrics across the board. All data points we monitor, from total clicks and click-through rate to conversion rate and cost per conversion, have improved year over year.
Pentair and Blue Flame Thinking are proud to have our collaboration—the Pool IQTM app—recognized as a finalist in the world’s most coveted digital communications competition: The Webby Awards. This year, we’re up for a People’s Voice Award in the Professional Services Category. And, the voting is online, of course.
If you’ve spent some time browsing Google over the last few weeks, you may have noticed something’s different. The ads that previously appeared on the right side of the page are no longer present. No, this doesn’t mean advertisers are less interested in reaching you. Instead, you’re seeing a pretty big change Google recently made to their paid search product, AdWords. If you’re running a paid search campaign, or thinking about one in the future, it’s important you understand this change and what it could mean for your brand. We’ve put together this guide to help you do just that.
Spying on People
Recently, a post went around Facebook wherein your kids answered questions about you. I decided to do this with my daughter and when we got to, “What do I do for a job,” she answered, in part, “You spy on people.” After collecting myself, I had to admit that, yes, in its simplest form, Web analytics is effectively “spying” on people—but only insomuch as an astronomer spies on the universe, a chemist spies on a reaction or a sociologist spies on a culture. It’s all about learning everything we can about an area of focus. In digital analytics, that would be user behavior.
We all know that in the world of marketing, timing is everything. This is especially true when you are developing a digital media strategy—or when you want to showcase a special program. Brands can move the revenue needle with a smart mix of highly targeted digital media and the right offer at the right time. A combination of paid search, targeted display and retargeting can result in high click-through rates, strong conversions and impressive cost-per-lead metrics.
My friends and I have noticed a change in our offices over the past few years. More and more, we’re seeing members of our own generation rising into management positions.
- Websites with videos are 50 times more likely to be ranked on Google’s first page.
- Video keeps prospective customers on a site up to two minutes longer.
- Posting videos on landing pages can increase conversions by 86%.1
It’s not often that you can introduce an entirely new product category to the marketplace. Unless what you’ve developed is truly a breakthrough, you’ll be entering a market with established competitors and existing expectations. The challenge is to stand out and claim a niche that describes your strengths and appeals to your target audience.
When you think of infographics, you probably think of them primarily as visual elements. But when you get right down to it, the real value of an infographic stems from the factual data and emotional insight it conveys. Yes, the visual presentation is essential to grabbing attention and communicating your thoughts, but at the heart of any effective infographic is a strategically sound marketing objective. With that in mind, here are a few tips for generating infographics that carry their weight in terms of advancing your marketing strategy.
Creating a better-educated workforce doesn’t come cheap. In fact, the amount of student debt currently outstanding is close to $1.2 trillion…and rising. An estimated 40 million Americans—many of whom are Millennials and their parents—make up the borrowers. It is estimated that the average member of the recently graduated class of 2015 owes more than $30,000. As such, the cost of higher education is increasingly the subject of public debate.
The B2B space has many examples of successful marketing campaigns that integrate social media into the mix. But, there are still many firms that are reluctant to post sales messages or product information via social media because of sensitivity to legal or security issues. They’re uncertain about what they can say while remaining within the boundaries of often-strict corporate disclosure requirements.
Mobile apps are everywhere
With the swipe of a finger on your incredibly smart phone or tablet, you can turn off your lights at home, order a pizza, transfer funds to your checking account and call for a ride almost anywhere in the world. Thanks to apps, your personal life has never been easier or more empowered.
It’s our goal as marketers: find the right message to spark the shift from inaction to action on the part of prospective customers.
What it takes is more than a clever message or a brochure chock-full of features and a list of benefits. It requires context that resonates with the emotional aspects of that decision—the emotions that hold buyers back from committing and those that propel them forward. More than a desire to fill a need or solve a problem, your prospects have to truly want what you have, and they need to want it more than what your competitors offer.
Successful launches of new products hinge on the combination of insightful strategy, innovative creative and intuitive digital experiences, particularly in an already-saturated market. Throw into this mix social media acumen and smart, targeted delivery, and you have a recipe to elevate your campaign and differentiate it in a sea of sameness.
While paid search may be one of the most efficient paid media tactics for capturing purchase intent, tracking results in the most illuminating way can be difficult. Reliable insights that might drive future decisions can be elusive.
In our previous article on this topic, we explored how financial marketers might find intriguing possibilities for the use of programmatic media. In this article, we’d like to point out several issues you should consider if you’re thinking about a programmatic campaign and looking for a firm to partner with on the strategy and implementation of your campaign.
Google constantly evaluates online behavior data to update its search algorithms and deliver quality information and excellent user experiences. How does your website stack up against some of these recent updates?
Why Word of Mouth From These Four Groups Is Too Important for Manufacturers to Ignore
In the early 2000s, Malcolm Gladwell famously predicted we were entering “the age of word of mouth.”1 More than a decade later, it is safe to say that age has fully arrived. Today’s expanded channels for peer reviews, recommendations and referrals make word of mouth an independent driver of purchase decision-making. McKinsey research has found it’s a primary factor behind 20%–50% of all purchase decisions.2
Five Essential Steps to Attract End Customers to Your Brand
Selling directly to the consumer or business end market isn’t for everyone. Product manufacturers of all sizes have long embraced the use of channel partners to expand their reach, grow revenue and better meet the needs of consumers and business end users. Statistics show more than 50% of manufacturers in the U.S. use independent sales reps either alone or in combination with direct sales reps.1 Many others go to market through a combination of independent distributors, dealers and/or other channel partners.
Four Ways Age Can Matter in Your Mobile Strategy
This article is part three in a special three-part series on why you must build your mobile marketing platform now.
Millennials continue to lead the surge in mobile adoption, as 81% of 25- to 34-year-olds now own a smartphone.1 Research firm eMarketer says Millennials are “young enough to value smartphones but old enough to be able to buy them, suggesting that they will be smartphone power users for years to come.”2
Three Keys to Ensure You Get RWD Right
This article is part two in a special three-part series on why you must build your mobile marketing platform now.
Online retailing has hit the “mobile tipping point” Internet Retailer reported in September. The magazine cited technology and digital measurement experts who said more than 50% of recent online retail activity had been conducted on mobile devices, the first time smartphones and tablets accounted for more than half of online retail activity.1
Eight Keys to a Successful Mobile Launch
This article is part one in a special three-part series on why you must build your mobile marketing platform now.
Are you missing the chance to capture today’s mobile-empowered customers? Are competitors already using mobile marketing to win customers over? Some important facts to keep in mind:
- 58% of American adults now own a smartphone.1
- 42% own a tablet.2
- 2 billion smartphones will be in use around the world by the end of 2014.3
The Best Websites Are Built Like Homes, Designed Around Brand
A marketing colleague of mine stopped by to see our new office in Chicago. After I gave him the grand tour of our open, collaborative and creative space, he smiled and said, “I feel like I’ve just walked through your website.”
As data-heavy content like streaming videos and other rich media becomes more prevalent, Internet service providers (ISPs) are looking for ways to offset the higher cost of the bandwidth necessary to deliver that content to consumer and business audiences. Verizon, AT&T, Comcast and others who control the so-called “last mile” of the Internet want to be compensated by heavy data users for the high proportion of bandwidth their content requires. While that may seem only fair from a business perspective, the effort to establish tiered pricing has triggered a firestorm of concern over the concept of “net neutrality,” the principle that access to the Internet should be freely and equally available to all.
Everyone knows the adage about Jack having no time to play and, thus, becoming less than sharp-witted. Yet, have you ever thought about how this saying might apply to your organization? "Work" and "play" are not mutually exclusive. In fact, work and play are nearly identical in both effort and action, with the exception of one key characteristic: fun.
Play = Work + Fun
So, what exactly is this magical thing called "fun," which has the power to transform a job into a joy?
Is "big data" the 800-pound gorilla that keeps you awake at night? Confronting how to apply all of the customer information your company is currently compiling—and imagining all of the data you could be leveraging—can be paralyzing. But, experts say the longer you wait, the more you risk letting others gain competitive advantage.
Take Advantage of New Channels to Capture the Voice of Your Target Customer
Today’s customers are empowered as never before. But, the channels that fuel customer independence can also provide unprecedented access to the voice of the customer—or VoC—enabling marketers to gain deeper customer insight and create more powerful marketing.
How often have you wished for that unexpected moment of insight when a jumble of information suddenly coalesces into a solution for an impossible problem? In fact, this is a skill that can be cultivated to help us better understand our markets or develop vastly improved products or services. Here are some thoughts on how to harness the power of perceptiveness.
More and more, the marketing world is discussing the concept of disruptive thinking and how to apply it in their organizations. This requires a revolution. Luke Williams, well-renowned innovation strategy guru, comments on his website, disruptive-thinking.com, “In a business world of nonstop change, there's only one way to win the game: transform it entirely.”1
Getting to better. Welcome to the first installment of getting to better from your friends at Blue Flame Thinking. In our never-ending pursuit to help our clients challenge their brand, their industry and themselves, we look forward to sharing ideas and solutions that help all of us get closer to the ultimate goal to find your better.