I was reminded of this on a recent trip to Las Vegas, when I stayed at the Venetian. The morning I left, I received an email saying that all I needed to do to check out was click a button in the email message to initiate the process. I was pleasantly surprised because it was clear that the hotel valued my time by seamlessly integrating the checkout process into the regular flow of my life. Email is older than social media and messaging apps, but don't underestimate its power. Eighty percent of marketing leaders cite email marketing as core to their business, according to the 2016 Salesforce State of Marketing Research Report. Good campaigns elevate the experience so that you're excited at that ding of new mail. Go beyond simply acquiring email addresses Email's barrier to entry is low for consumers, and marketers know that. If someone already trusts a brand, it makes signing up a no-brainer. Just think of how many times you've given your email address at the register of a favorite … [Read more...] about Three ways to put your valuable email data to work
How does purchase order financing work
In September, the US Senate Judiciary Committee’s Subcommittee on Antitrust, Competition Policy and Consumer Rights held a hearing called “The Power of Google: Serving Consumers or Threatening Competition?” Yesterday, the subcommittee released a letter out of that hearing, advising the US Federal Trade Commission to investigate further — something the FTC was already doing. Reading though the letter made my jaw drop in several places. Despite the subcommittee saying it’s not out to get Google: It is important to note that the concerns expressed in this letter are not an effort to protect any specific competitor The conclusions come across pretty one-sided. But more important, it comes across as a pretty superficial examination of a really important topic. In the spirit of the great piece last week, Dear Congress, It’s No Longer OK To Not Know How The Internet Works, here’s my take when it comes to the current look at Google & search. Bing: … [Read more...] about It’s Not OK Not To Know How Search Engines Work, Either
Anyone involved with online retail should be well aware of just how critical holiday revenues are, not only to a strong fourth quarter, but to our success for the entire year. An RKG analysis of 2011 paid-search results shows that, on average, retailers generated 18% of their annual revenues over the 30 day period starting with Thanksgiving Day, with daily sales volume coming in at nearly triple the rate of the rest of the year. But, revenue volume isn’t the only metric that shifts significantly during the holiday season, and as we’ll see below, the assumptions and strategies that serve us well for the rest of the year just won’t cut it as we navigate through the holiday peak. Here are six of the most critical ways historical paid-search trends shift as we hit the holidays: Shift #1: Click To Order Latency Swings Dramatically For most of the year, the average latency between a paid-search click and order is pretty stable at around 3.5 days. As we move into early to … [Read more...] about 6 Holiday Trend Shifts That Heavily Impact SEM
There are two pieces of conventional wisdom surrounding Google’s Enhanced Campaigns that seem to get tossed around a lot without much thought or examination. The first is that this new campaign model will make it easier for small advertisers to get into the mobile advertising game. The second related piece is that Enhanced Campaigns will likely lead to higher mobile CPCs and that this is one of Google’s primary motivations for changing its model. I have personally been guilty of echoing both of these sentiments to varying degrees — but as we get closer to the mandatory transition in July, the conventional wisdom seems less convincing. Maybe it is the contrarian in me, but I think there is a decent argument to be made that the move to Enhanced Campaigns will lead to lower mobile CPCs in the near term, but higher overall CPCs. Will Enhanced Campaigns Really Bring In More Mobile Advertisers? At RKG, we manage large-scale, enterprise-level paid search programs, so we … [Read more...] about Will Enhanced Campaigns Drive Mobile CPCs Down?
As Google turns 10 years old, that important birthday sees the company more powerful than ever before. With its competitors in disarray, the Big G seems likely to grow even further. The secret to its success? For me, it’s what I’ve been calling the “Google Hive Mind. ” Rather than follow a rigid top-down master plan, the company’s direction and success has been shaped by decisions often taken independently of how they’ll benefit the company as a whole. But collectively, those decisions DO form a master plan, a hive mind that dictates what the company will do. The hive mind has been hugely successful in growing Google’s business through a symbiotic relationship with its customers. But that’s also a weakness: Google may seem too threatening to those same customers, as it grows. As it expands and expands, some of those outside the hive begin wondering if it needs to be constrained. Part of this is due to the fact that individually, I think … [Read more...] about The Google Hive Mind