Email is seemingly tailor-made for collecting customer information. In a perfect program, collection begins at the point of sign up. Yet marketers know the fewer the questions asked, the more likely the customer is to opt-in. It’s a balancing act, though, because marketers also know that the more demographic data they can collect at that point, the easier it will be to deliver relevant, timely emails throughout the span of the relationship. Lack of relevancy will result in unengaged subscribers, poor engagement metrics, junk-mail placement and, ultimately, unsubscribes. Building a smarter sign-up form goes a long way toward providing you with the information you need to honor your commitment to relevancy. Even incremental improvements to your existing intake forms are valuable steps forward. By intelligently incorporating both explicit preferences and implied preferences in your build, you can better engage and retain your subscriber base. In The Beginning Keeping in mind that … [Read more...] about Using Explicit and Implicit Email Preferences to Increase Engagement
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Nearly a year after Facebook Like buttons spread out across the web, Google has announced its own rival, the +1 button. It launches today as part of Google’s search engine, allowing you to “+1” the search results and ads that you like. And in a few months, it’ll be arriving at a web site near you. Is +1 (pronounced “Plus One”) part of the new social network that Google’s long been rumored to be building? Or is +1 simply that “social layer” that Google has said would come and isn’t really meant as a rival to Facebook? Yes. Come along — let’s see how it works now, where it might go, and we’ll get into the bigger picture stuff at the end. +1 Your Favorite Google Search Results Beginning today, a small percentage of Google search users on Google.com in the United States searching in English will now see a +1 button next to search listings, when they are logged in. An example of this is shown below: Don’t … [Read more...] about Google’s Answer To The Facebook Like Button
I was shocked by the widespread, deeply negative reaction to the introductory paragraph of my column last month, in which I described beginning every interview with a math problem. The response is probably best typified by EricM: Despite missing the entire point of the article (that you can use simple free tools to calculate confidence intervals for A/B split tests), Eric did raise an interesting challenge: “are you going to let them go online and use this tool at the interview?” The answer? Of course I am. Why the hell wouldn’t I? I wouldn’t expect anyone to do their job without access to the Web, so why on earth would I conduct an interview devoid of a computer and Web connection? That would be liking hiring a jockey without seeing him ride or a heart surgeon based on her MCAT scores. If you really want to assess how someone works, attach a laptop to a projector during the interview and give them free reign to use the Web as they see fit. You’ll see … [Read more...] about 12 Questions For Uncomfortably Hands-On SEO Interviews
On the first full day that we had a Google Home in our house, we interacted with it 473 times over the course of the day. Four hundred of those were my two-year-old asking it to play “Cherry Bomb” by The Runaways, followed by his mother or me interrupting with, “Hey Google! Stop!” (Look, I love that song, too, but enough is enough, you know?) The point is, watching the way that my family interacts with the device, and how often they interact with it, I’m more inclined to believe the forecast that sales of Amazon Echo and Google Home type devices will go from 1.8 million this year to 15.1 million in 2020. Have you seen this demo video from Google I/O?: It really can do all of those things, like turn on your lights and help you plan your day. There are many times where it gets stumped and says “Sorry, I’m not sure how to help with that,” but not nearly as many as Amazon Echo, as you can see in Danny Sullivan’s review. For the most … [Read more...] about SEO without SERPs is here with Google Assistant, Home and Amazon Echo. Here’s how to survive.
It's no secret that marketing means something different nowadays. Commercials have turned into 60-second Instagram spots, direct mail flyers have been replaced with personalized email campaigns, and brands have traded celebrity endorsements for mom sponsored blog posts to rep their products. With this surge of consumer-centric marketing efforts, strategists must consider which platform is most effective for driving not only positive trending business results for their brands but personalized experiences for the consumer. Enter: Influencer marketing. What is Influencer Marketing? Raise your hand if you work in marketing.✋ Now, give me two high-fives if work for a small business or even a big brand. ? If you find yourself sending me any these positive hand signals (or emojis) from the above then, you've probably heard of some or more of these terms: Brand ambassadors, brand advocates, blogger campaigns, sponsored posts, word-of-mouth marketing. While all of these require different … [Read more...] about How To Build Personalized Influencer Marketing Campaigns