You Can Love Your Marketing Data, Just Don’t Fall Under Its Spell

I Love Data I admit it: I have a conflicted relationship with data. On the plus side, I believe that data is one of the three biggest benefits that the digitization of the world has given us marketers. (The other two are malleability, the ability to easily change, experiment with and personalize the digital canvas, and intimacy, more direct interactions with customers.) I believe that good, data-driven decision-making can compensate for many of our irrational mental biases and lead us to better outcomes. And, I believe that every modern marketer should become adept at using data properly. If you' [...]


The Hazards Of Love: Keeping Mindful Within Long-Term Engagement

relationships No matter your side of the business, you've been conditioned like the rest of us to strive for long-term engagement. If you're an agency, you're bred to eschew the one-off project or single campaign and pitch for Agency of Record status, or at least a retainer-based arrangement. If you're on the sell side, you know how to skillfully sweep aside the pilot or the test proposition and angle for the longer-term contact. Tests are for wimps. We need skin in the game to understand our own capacity for success. There's a lot to be said for having the time and space to conceive, execute and deli [...]


Why Marketers Are Now In The Entertainment Business

media-shutterstock_111209576 In digital entertainment industries like music, film, book publishing and TV, fewer and fewer hits are increasingly responsible for the vast majority of revenue. And this growing trend of a concentration of hits at the head of the long tail is only increasing year over year. According to Eric Schmidt of Google, “While the tail is very interesting, the vast majority of revenue remains in the head.” Here's but one example: “According to Nielsen SoundScan, of the 8MM unique digital tracks sold in 2011, 94% sold fewer than 100 units, and an astonishing 32% sold only one copy. In t [...]


“RIP McDonalds” – Burger King Tweets Its Offline Prank

bk-rip-mcdonalds-600 Burger King was quick on its feed today, tweeting a picture from one of its restaurants that had crafted a well-timed sympathy to the fast food chain's biggest competitor. Originally tweeted by @played_well, the Burger King photo shows a torn down McDonald's restaurant, with only the golden arches standing, across the street from a Burger King location with the condolence message "RIP McDonalds" on its outdoor sign. So far, the tweet has garnered over 200 retweets and 170 favorites. Definitely not a viral tweet by Oreo or Arby's standards, but for sure worth the #Checkmate hashtag Burger [...]


The Power Of Information In Advertising

Cookies There have been a flurry of recent articles stemming from a new study by Digital Advertising Alliance (DAA) about how ad value spikes when data is used to boost relevance. Ensuing articles have gushed that "advertisers pay three times more for cookie-based ads" and "advertisers will pay a substantially higher premium for interest-based ads." Part of this is clearly not news: if you use data to refine your ad targeting, you'll get better results. I learned this in business school in 1986, and I'm overwhelmingly confident that it was known well before then. Adweek took the right angle with th [...]


Coke Wants To Give The World A Pet Collar In Spoof Ad Offering A Cure For Social Media Addiction

coke-social-media-guard-featured Coca-Cola's latest online video campaign pokes fun at everyone's obsession with their phones, offering a solution to cure the world of its social media addiction. The ad is a spoof, promoting Coke's Social Media Guard, essentially the same pet collar a vet would use to keep animals from licking their wounds. Fashioned in Coke's signature red color, the Social Media Guard is meant to help people refrain from staring down at their phones. The opening scenes of the ad mocks how great social media can be by claiming, "It connects you to the world and the people you love," while showing famil [...]


How To Use Relative Standing For Online Analytics

Sample Pie Chart I was recently taking a fresh look at some old statistics school books of mine, and I realized how useful many of those basic statistical concepts can be when applied to online marketing analytics. In this post, I'll share a couple of ways you can delve into your data in a simple way by using relative standing -- that is, how individual data values compare to the rest of the group, as opposed to straight absolute values, which are typically hard to put into perspective. Getting Started: Mean Vs. Median First off, if you are not familiar with statistics at all, let me briefly clarify the d [...]


Location-Based Mobile Marketing Is Where It’s At For Consumers

iStock_000028298156Medium The ability for mobile devices to track and report a person's location in real time with a reliable degree of accuracy has come into its own. The tendency of consumers to use that feature is increasing in popularity, as well. According to the Pew Institute, "74% of adult smartphone owners ages 18 and older say they use their phone to get directions or other information based on their current location." Use of a geolocation feature is more than a nice-to-have option on a smartphone or tablet -- its use has become a routine part of a consumer's daily life. With U.S. smartphone penetration [...]


State-Level Usage Statistics: How They Can Be Leveraged

retargeting-spying-binoculars-featured For many brands, regionalization of marketing programs represents a key pillar to their overarching strategy. Particularly for those companies operating nationally, it's often difficult and costly to target consumers on a very granular level. Regionalization allows marketers to look at trends across a slightly larger area -- typically several adjacent states that share some cultural elements -- and create campaigns that are more relevant for consumers in that area as compared to national initiatives. However, this strategy can overlook some unique qualities of individual states and cities. [...]


Boost Your Social Strategy With SEO Data

social media We all know that a great social strategy can help your SEO efforts -- gaining visibility and shares, helping create relationships, etc. -- but thinking about things the other way around is a little bit trickier. In other words, can you use your SEO data to help improve your social media strategy? Although this method isn't quite as popular amongst small business owners, it absolutely can help. Your SEO data is full of interesting facts and trends about your audience and your online visibility, all of which can help improve your social efforts. One man who is very knowledgeable as to t [...]


10 Ways To Cure The Post-Holiday Email Blues

sad-dog-computer-laptop-600 Now that we're beyond the volume increase around Black Friday, Cyber Monday and Christmas, are you suffering from the post-holiday email blues? After having sent so much volume to drive holiday sales, you may need to get back on track with relevancy in your email campaigns. Try these strategies for engaging your holiday subscribers in 2014. 1. Reward Subscribers That Purchased During Holiday Say thank you to your subscribers that purchased during holiday. Don't follow up with an automated post-purchase email; send an authentic, dedicated thank you message that includes a bounce-back offer [...]


Conversion Optimization For E-Commerce Shopping Carts

shoppingcart E-commerce websites come in all shapes and sizes, but they all have one thing in common: the shopping cart. For something that is so easy to do in real life, the online shopping experience is usually done so badly you'd think some companies were trying to turn away shoppers. Those companies that get it right find themselves on the Internet Retailer 1000 list. When you don't have an e-commerce team to make regular changes and ensure that people find what they want and buy more stuff, what should you be doing to increase conversions? When 1% Means 6 Figures You need to create a clear pictur [...]


5 Killer Marketing Strategies Your Competition Isn’t Using…Yet

marketing strategy Small business owners don't typically have the time or resources to design and execute cutting-edge marketing strategies; that's the way of the marketing world. Big corporations like Coke and Microsoft test out new ideas in big ways, and then smaller companies adopt the new strategies that proved worthwhile. Because of this "trickle down" marketing process, insights often come to small business owners after enough time has passed to analyze the results of the big firms' efforts. In this article, we'll discuss new marketing ideas that are proven, but still fresh -- fresh enough to put your b [...]


The Slipperiest Search Campaign Ever

ky date night ad There are a lot slick opportunities out there in search marketing. The wheels of progress have never been greasier. Yep, since people first started paying to be included in search results, a lot of smooth transactions have taken place. Yet, for a whole lot of good reasons, search lacks certain criteria for brand building. Over the years, more than a few studies have measured engagement, and many brands have attempted to overcome the very simple transactional relationship search advertising has with its pay-for-clickers. Paid search does not exist in a creative void. The process of entici [...]


Content Strategy Gets Tactical: Establishing The Content Workflow

Content Content strategy -- creating repeatable processes to govern content marketing and make it accountable to measurable goals -- has many components. Your first steps in putting together a content strategy include determining the goals, developing personas, analyzing content needs, and designating someone to serve in an editorial leadership capacity. From there, you'll want to establish a content workflow. This is the point at which content marketing gets tactical. It's a nuts-and-bolts process in which you will lay out content calendars, creation, approvals, style guides, templates and t [...]


What Marketers Need To Know About Mobile Usage During Holiday 2013

Graph1marketingLandArticle2.7.14 If Santa hasn't already gotten himself a smartphone, it's about time he did. With US smartphone penetration now at nearly 65%, there is nary a name on his nice or naughty list that isn't addicted to their handheld technology. And this year, shoppers turned to their devices en masse to help them navigate the gifting season. Year-over-year, we saw an 86% increase in retail-related mobile search activity on the xAd mobile-location platform during the holiday season. From big box retailers to local boutiques, advertisers understood the opportunity in mobile and planned accordingly this year. [...]


What Does Omni-Channel Brand Marketing Look Like?

Marketing Strategies We live in a world where marketers have more tools and channels than ever. That can be good news when they understand how to use them for one unified brand impact; it can also be bad news, when print, digital and social teams operate in silos. It's not hard to understand why silos lead to a weakened brand impact. Today's customers shift between marketing channels within moments, and can view a microsite, digital banner and TV ad all while sitting on the living room sofa. If those campaigns present a fractured brand image and disparate messaging, they won't have as much power to penetrate [...]


Complete Guide To Universal Analytics – Should You Upgrade?

analytics-600 Now that Universal Analytics has been around for some time, many people are considering making the switch. It just has so much more to offer than the soon-to-be-legacy Google Analytics installation. Being an analytics junkie, I am very excited about this upgrade in features and data. This post is the ultimate guide to Universal Analytics. We will talk about the benefits, installation and all the important ins and outs. Why Switch To Universal Analytics There are many reasons why making the switch to Universal Analytics is a good choice. Aside from the added functionality, the tracking cod [...]


4 Things Online Marketers Should Know About User Experience (UX)

browse-ask-search Many people like to use the term user experience as a reason to justify their website design, development, search engine optimization (SEO) and content decisions. Why are we migrating to a responsive design? Because it's good for the user experience. Why are we implementing structured data? Because it's good for the searcher experience. Why do we have to create a blog and write new posts every day? Because it's good for the user experience. Why are we decreasing the download time of our web documents? Because it's good for the user experience... and it's good for search engine rankings, too [...]


Premarketing: The Evolution Of Targeting

cocacola Nothing has evolved more in online marketing than the way we identify and target users. Just a few years ago, segmentation of publishers into categories or channels was still cutting edge. The "cast-a-wide net and pare down" mantra of the display networks thankfully progressed into one of the first truly effective forms of targeting -- contextual relevance -- where ad servers began to recognize text on a page and serve "relevant" ads to the user. But it took remarketing for display to become relevant for direct response advertising. Unlike its predecessors, remarketing doesn't take much wor [...]


Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!