How To Achieve Better Conversion Rates for Your Third Party Web Applications

kunikuni_piglet_shutterstock2014-07-07_0858 If you use a web-based, third party service for your career center, ticket registration or maybe webinar registrations, you are probably feeling some conversion pain. Even though these systems provide a (usually) less expensive option than building it yourself, they are usually quite ugly and have a subpar user experience.   We've become accustomed to third party services being this way because everybody has to use them, but there are options that might be worth looking into that could give you a little bit more control over those ugly systems. Their poor user experience may stem fro [...]


Data-Powered Message Strategies That Drive Better Customer Experiences

United-Dayton Most email marketers are data junkies. They track their deliverability, spam rate, bounces, clicks, clicks-to-open rate, conversions and many other stats -- as well they should. But the data we collect and track as email marketers, and the tools and methods available to us -- to improve results or resolve problems or provide new services -- are changing fast. It's becoming possible to leverage data to do things in the email channel that simply weren't possible even just a few years ago. But just because we can doesn't mean we should. Where exactly should we draw the line between using da [...]


The New Shopper Marketing Paradigm Part 3: Solving the Digital Paradox Of Performance

shutterstock_129636221-warehouse Return On Ad Spend, or ROAS, is a wonderful metric of digital media, but it is ultimately a measure of an acceptable cost of advertising. The real goal for product manufacturers is volume – to actually see a rise in orders shipping out of the factory. When something really works at scale, you don’t need fancy metrics to know. But most consumer product brands want to take baby steps into digital, or at least into new digital media opportunities. Modest budgets can generate incremental sales, but it will probably be hard to actually “feel” the incremental sales among the larger oce [...]


Goodbye Email, Hello Rich Media Messaging

email vs. mobile messaging "Give us your email address and we'll give you great deals." These seductive words charm millions of customers every day eager to get a good deal from their favorite retailer. Unfortunately, soon after signing up for these deals, the emails often hit the junk mail folder, never to be seen by the intended recipient. With Millennial preferences changing, perhaps it is time to evaluate our digital marketing strategies. Instead of replicating the wheel by sending the same kinds of email messages to mobile devices, we should get a little smarter about how we are direct marketing. Goodbye [...]


4 Things To Get Right Before You Pay For Traffic

click share by position If you're thinking about starting to pay for traffic or expanding an existing program, there are four core concepts to get right before you start burning cash. Determine: What's a visit worth? Design for Conversion Get Your Message Right Establish an Organic Strategy Determine: What's A Visit Worth? The most immediately actionable analysis for a marketing team is to calculate the value of a visit to the channel you are planning to invest in. This analysis is essential for intelligent bidding in more sophisticated channels such as Paid Search or Programmatic Display, because p [...]


Samsung #UnderWaterSelfie Stunt Offers Free Phones To Those Who Take The Plunge

underwaterselfie_samsung Leveraging the #underwaterselfie tag to promote their new water-resistant Galaxy S5 phone, Samsung, working with Zurich-based Serrantega, surprised pedestrians alongside Lake Zurich with something a bit unsuspected. While people enjoyed the sun, a scuba diver suddenly emerged from the depths with a Galaxy S5 in his hand. As he emerged, he raised the phone, offered it to one of the people along the lake and said, "It's for you." Those who took the phone and answered the call were promised they could keep it if they would jump into the freezing cold water and take an #underwaterselfie of [...]


First Party To Whom? Display Targeting Data Demystified

shutterstock_120614257-cookies With the ever-increasing drone of industry rumblings about the demise of the third-party cookie, many ad tech players have begun highlighting "first party" prominently as a key buzzword in their positioning. Frequently, this is used in the context of "first-party data" and, in some cases, "operating in the first party" for online advertisements. This has led to a lot of confusion around the term "first party." Every advertiser wants it, but ad tech vendors are offering multiple, disparate solutions under the umbrella term "first party," when these solutions actually have very little in c [...]


How To Handle Email Marketing For Franchise Brands

shutterstock_125281946-envelopes-franchises More and more, franchise brands are embracing email marketing to help them on a number of fronts. Often, franchisers deal with a number of different types of franchisees -- single location, multi-location, multi-state, small corporations, partnerships, solely owned, highly sophisticated, unsophisticated, etc. Fragmentation is more the rule than the exception, so clear and consistent messaging, while hugely important to the overall brand, is a significant ongoing challenge. The appropriate application of technology to business needs allows templates and content to be developed at the corp [...]


Testing Is At The Heart Of Marketing Success

ab-testing-test-shutterstock Marketing for any business is an ongoing effort that requires consistent refinement and improvement to see positive results in the long-term. It is not enough to simply create a quality marketing program and leave it alone to do its job. Rather, the marketing plan for any business needs to be monitored on a daily basis in order to make sure maximum returns are achieved. Testing, Testing Thanks to A/B testing, or split testing, it has never been easier to refine marketing programs. Businesses that aren’t using testing as a major part of their marketing plan are missing out on a big oppor [...]


Lexus Illuminates Kuala Lumpur Skyline With LED-Lit Stuntmen

lexus_strobe There isn't anything particularly interactive -- or interactive at all -- about today's Creative Of The Day, but this work from CHI & Partners for Lexus is quite cool. "Strobe" is a one-minute film which captures stuntmen in LED light suits suspended in midair throughout the city of Kuala Lumpur. The video is shot to make it appear as if they are a single person, jumping from building to building, from tree to tree, through cityscapes, into a pool and -- rather epically -- off a tall building. The film, directed by Adam Berg of Stink Productions, uses no CGI and was shot over t [...]


Essential Mobile SEO Resources

folders-files-resources- shutterstock It occurred to me as I was making my personal site responsive and adding recommended resources that I've been doing this column for over five years and have yet to share with you readers a comprehensive list of the mobile SEO resources I recommend. This month, I'd like to right that wrong by citing the people, publications and tools that I find essential for mobile SEO, all in one place. People Pierre Far - Pierre said at one point that he wants to be the Matt Cutts of mobile search, and along with Maile Ohye (and sometimes even Matt Cutts), that’s the role he plays at [...]


20 Reasons Why Social Analytics Is A Nightmare — And What To Do About It

nightmare-shutterstock Social media managers and analysts have one of the toughest jobs in digital marketing today. Imagine trying to be an expert in content marketing, acquisition and retention marketing, brand management, word-of-mouth, customer advocacy, paid media, reputation management and viral marketing -- all across five different media channels and dozens of accounts. This is a day in the life of a social media manager. Due to its complexity, social media is also one of the least understood of all marketing channels. Learnings around social media management are largely limited to high-level best pract [...]


Denny’s Teams With Atari To Integrate Menu Items Into Classic Arcade Games

dennys_atari_screenshot Finally! A marketing campaign that's eschewed industry obsession with shiny new objects (Millennials) and acknowledged that older demos (in this case, Gen Xers) still exist and matter. In a campaign created by Erwin Penland, Denny's has partnered with Atari to tie its menu items to three classic Atari games: Centipede, Asteroids and Breakout. These games have been re-imagined for the Denny's mobile app, available on both iPhone and Android. Each of the three games has had Denny's menu elements baked in. Hashteroids is the new Asteroids and is a nod to Denny's hash browns. Players s [...]


The Future Of Paid Search (From A Data Perspective)

future-computer-woman-shutterstock Over the past five years, the media buying world has changed dramatically. The incredible advances in adTech (Advertising Technology) and consumer electronics have opened up the doors for never-before-seen targeting and measurement capabilities. Especially in the field of programmatic and audience-based buying, we have made progress at a rate that has even outpaced consumer behavior. As I've mentioned previously, we know more about our consumers today than we can leverage without creeping them out. So how has this inside knowledge changed marketers' online ad-buying behavior? Histor [...]


4 Data-Driven Tips For A Successful Mobile Marketing Plan

mobile-devices-trends Mobile marketing is coming into its own. With the 2013 mobile e-commerce market valued at $43 billion and mobile traffic making up nearly 50% of site visits in the first quarter of 2014, the savviest retailers -- e-commerce, brick-and-mortar and omni-channel alike -- are investing in building out dedicated mobile marketing teams and capabilities. These numbers come from the Custora E-Commerce Pulse Mobile Report, soon to be published by Custora (disclosure: my employer). These metrics and others hint at the size of the opportunity for marketing teams that are able to harness the power [...]


The Three Pillars Of A Programmatic Strategy

Big Data In today's digital ecosystem, the programmatic paradigm is no longer a trend or a meme. It's very much a keystone of publishers' digital strategy. To that end, it's fair to say a good amount of ink -- print and digital -- has been expended to outline the virtues and benefits of programmatic for publishers. Just like any good strategy, so much has to do with the "what," "when" and "how" of your strategy's execution -- and not just the strategy itself. At The 614 Group, we believe there are three core pillars that are critical for publishers seeking to maximize revenue return on programma [...]


Wendy’s Brings Back #PretzelLoveSongs With Boyz II Men And Jon Secada

wendys_pretzel_love_songs Wendy's is back with its popular #PretzelLoveSongs campaign. Launched last year, the campaign featured Nick Lachey touting the chain's new Pretzel Pub Chicken Sandwich and Pretzel Cheeseburger. This year, the brand has hooked up with Boyz II Men and Jon Secada to do the same. The campaign will kick off July 7th with TV ads created by Publicis Kaplan Thaler, but the fun part centers on user-generated content consisting of solicited tweets and Facebook posts. Posts and tweets using the hashtag #pretzellovesongs will be incorporated into customized music videos. WPP's VML handled that port [...]


Are You An Online Marketing Guru? Take This Quiz And Find Out!

test-quiz-shutterstock A quick search of LinkedIn reveals 1,458 people in the U.S. who describe themselves as "marketing gurus" in their profile title, 221 who list themselves as "marketing ninjas" and 5,888 who are "marketing experts." There are even 49 people who are "marketing gods," which either means that marketing is a polytheistic creed or there are 48 false prophets on LinkedIn. I hear these terms thrown around all the time, and it got me thinking: What is it that really makes someone an online marketing superstar? You could measure this by the number of years that they've been in the business, but [...]


Going All Responsive Is Not Always “One Size Fits All” With Mobile

responsive-web-design-mobile-tablet-shutterstock What if I told you that you could recover upwards of 200 percent in lost smartphone traffic by ensuring your site's mobile experience was implemented well? Would you make your mobile configuration a top priority? New research coming from BrightEdge shows that brands with misconfigured mobile solutions are missing out on a big opportunity. We know that Google is putting mobile front and center with features and solutions that cater to what's happening in real time. Increasingly, your customers are accessing your site via a mobile device. Run a quick report in your Google Analytics; h [...]


A Major Executive Move In Content Marketing — Q&A With Michael Brenner

Michael Brenner, SAP. Michael Brenner has long been a recognized leader in content marketing in his role as VP marketing at SAP. Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company. NewsCred is a rapidly growing content marketing technology platform that also offers licensed and original content. Clients include Bank of America, Time Inc. and P&G. This is a rare moment when an executive from the brand side of content marketing has decamped to the vendor side of the industry.  In light of this, I decided to interview him to hear his motives for the [...]


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