I am a big proponent of having multiple conversion options, especially in situations where you are selling a high-ticket item or a product that has a long sales cycle, but also for lower-cost items. Historically, and even largely still, the “best practice” has always been to focus on one main conversion point so as not to distract consumers from the primary conversion. While this ideology makes sense in theory, it can also be costly. Consumers are becoming more savvy in the way that they shop, and advertisers have tools and targeting options that didn’t exist when this “best practice” was originally established. Part of this change in consumer activity can be attributed to cross-device usage. There are some actions that are simply less practical to complete on a phone; on the flip side, mobile devices also enable consumers to move forward with research on the go in ways that weren’t previously possible. According to a 2015 Google/Ipsos Study, 90 … [Read more...] about Aligning collateral and micro-conversions with the buying cycle
Micro performance attribution
Getting the attention of today’s consumer is harder than ever before. They are on multiple devices, accessing numerous forms of media. Their paths to purchase are as varied as flavors of ice cream. And many use ad-blocking technology to run from attempts to reach them. It’s like chasing fireflies that light up and disappear in the dark just as you swing your net. This is a reality that won’t be changing anytime soon. As consumers’ digital experiences are increasingly interrupted by pop-up ads, pre-roll videos and banners that obscure their view, ads and unsolicited content seem to generate more irritation than interest. While more are trying to improve marketing and ROI through targeting, that still doesn’t always solve the problem of timing (i.e., serving up the content at the right moment). The ultimate goal is not just to serve up an ad or coupon to the right person, but also to time it to the moment when that information is needed or desired. Google … [Read more...] about Does finding that micro-moment feel like chasing fireflies? Here are 9 data points that will help you catch them.
Content Marketing has been remarkably exposed over marketers’ activities the last couple of years. However, companies seem to struggle upon the development of profitable content marketing strategies. That specific kind of content which takes into account both users and search engines in order to build high rankings in the search engine result pages and engage buyers with the brand.In my previous post regarding the fundamentals of content marketing I attributed a definitive definition to content marketing. Content marketing could be defined as a pull rather than push marketing process that resides on owned or earned media which makes people aware of how to solve their problems with ultimate goal to attract, acquire and engage a clearly defined and understood target audience.” It is worth saying that the content marketing community has already embraced the social part of this field and shares valuable blog posts and online articles, so everybody can find useful information … [Read more...] about The Definitive Content Marketing Formula
Just like the nuances with Google’s search algorithms and the mystery surrounding certain elements of their multiple ranking factors, Amazon.com also has its little quirks when it comes to ranking. With so few people in the industry discussing the topic of Amazon ranking factors and algorithms, plus the misunderstood product fields, it is hard to get a real feel for what it takes to be successful organically within Amazon.com. This short guide will eliminate all those misunderstandings and show you exactly what you need to do to rank in Amazon’s search results. Field Elements That Factor Into Amazon’s Search Rankings The most used feature on Amazon is its search bar. When top sellers discuss ranking on Amazon, we are less worried about category rankings and more interested in Amazon search rankings. How many of you go to Amazon looking for a product and try to navigate the category hierarchies to find that product? You use the search bar. Product field elements … [Read more...] about Advanced Guide to Top Rankings on Amazon
Digital (and in our case search and content) data holds the keys to marketing success. It contains the critical patterns on consumer intent and behavior, preferences, and content/topics that brands need to provide customers with that critically personal, one-to-one experience that people today want to see. The problem, however, is that the human brain is only capable of processing 1m gigabytes of memory. In other words, the amount of information available far exceeds the processing ability of humans. The term ‘Big data’- although often overused and misunderstood – is the science that drives the art of content marketing creation and engagement. However, it can only solve the critical questions of the modern marketer if people can learn how to use it. In 2017, the key to effective content marketing – that attracts, resonates and converts – is incorporating machine learning and automation into the production process. The role of machine learning As we head … [Read more...] about 2017: The Year of Machine Learning, Intelligent Content and Experiences