You Need More Than Just Google Analytics To Succeed Online

analytics-featured If you want your online business and campaigns to succeed, Google Analytics will not meet all of your measurement needs. That may seem like crazy thinking because GA has a huge array of capabilities. However, there are many areas where we have better tools for understanding visitor behavior such as interaction, user sentiment and impact from change. Without using these tools to gain insight, you will not be as successful as you can be. So, if GA isn't enough, where do we turn for gaining the insights we need into visitor behavior? I wish there was a single tool with everything ne [...]


How Estimated Reading Times Increase Engagement With Content

clock-time-600 How much time does the average adult in the United States spend with digital media every day? According to an August 2013 estimate by eMarketer: 5 hours and 16 minutes. Calculated another way, that's 316 minutes per day. How many of those 316 minutes do they spend reading your content? Estimated Online Reading Time Basic website analytics can give you an idea with time-on-site and bounce rate metrics. A more sophisticated analytics implementation could tell you exactly how far down on the page your readers get, and how long it takes them to get there. But, if you just tell readers [...]


Adobe Keeps Adding To Its Marketing Cloud, Previews Online-Offline Optimization Technology

adobe-logo-180px Adobe kicked of its annual Summit for customers with a slew of announcements around the Adobe Marketing Cloud, its hub of digital marketing products. In a preview of what's on the horizon, Adobe shared a look at technology it's calling Marketing Mix Planning.  It will become a core service in the Marketing Cloud and is meant to the one-stop-shop for companies to optimize their marketing efforts -- including offline. The algorithm-driven technology is designed to help marketers find the ideal mix of online and offline marketing including TV, PR, print and events. Marketing Mix Planning [...]


How Users Of Various OSes Differ In Their Online Behavior Over Time

social-media-clock-featured For marketers, timing is often as important as creative, the most obvious example being campaigns tied to particular holidays. These days, with complex analyses now possible for activities like email marketing, online promotions and blog posts, industry practitioners are actively pursuing the "best" timing for their latest initiatives. In this piece, we drill down into the nuances of this issue by examining the differences in hourly usage behavior between users of different operating systems and device types. These insights should hold particular value for those marketing to one or more def [...]


The Key To Growth Hacking: Never Stop Testing

never stop trying I'm often asked by business owners about online marketing best practices. They want to know what will help them gain an advantage over their competition or simply drive more leads and more sales. They often want to look better than their competitors, rank higher in search engines and pay less for advertising. The answer I give them isn't necessarily what they want to hear, but it is fundamental to their success. Don't Stop Growing, Don't Stop Experimenting The key to digital success and growth hacking is to never give up. That seems like a simple tip -- but more often than not, compa [...]


In Lead Gen, Sometimes Broader is Better

lead generation Today's marketers are laser-focused on targeting. It makes sense -- the idea of picking out who is most likely to buy your product is the ideal situation. In the all-you-can-eat data buffet, reaching our audience and only our audience is relatively easy, and it has become the definition of efficiency. Unfortunately, in lead generation, targeting that narrowly isn't always the best solution. Let's say, for example, that your target (like everyone else's) is the CMO. You set up filters to ensure you're reaching that most senior marketing executive and no one else. Decision makers only. Bud [...]


It’s Omni-Channel, Stupid! Don’t Adopt Mobile-Focused Marketing

shutterstock_133481336 Some of you may remember James Carville's famous slogan, "It's the economy, stupid," coined during Bill Clinton's successful 1992 Presidential campaign. The purpose of the slogan was  to remind campaign workers to focus on the economy, given the fact that the country had slid into recession during then-President George Bush's time in office. Meant to be used as an internal phrase, the slogan took on a life of its own and was mimicked often. In the world of mobile, it's time for a similar cry. The plea is this: let's stop focusing on "mobile" as a channel or marketing strategy and sta [...]


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. [...]


Marketers: The Busier Things Are, The Less You Should Be Testing

Adobe Real Time Analytics Dashboard Any experienced A/B or multivariate tester has probably encountered a situation similar to the following: You are put in charge of testing a new design on the company website. You set up the test with your testing platform, making sure that visitors are randomly assigned to the old and new experiences. A few days later, you check back on the results and are thrilled to see that the new experience is a clear winner, with statistically significant improvement over the old. You excitedly report the results to your boss, and the web team rolls out the new design the next day. But then, thin [...]


9 Questions To Ask When Reading A Digital Marketing Case Study

case study The digital marketing landscape is moving faster than ever before, with dozens of new tools, platforms, and advertising media coming into existence every year. When making a decision to adopt one tool over another or making an entrance into a new market, the case study oftentimes becomes an important factor in whether the trigger is pulled. While a proven tool or medium is certainly less risky to adopt compared to one that is completely unproven, it's worth remembering that case studies are generally crafted to make the object look as good as possible. The results presented may be distortio [...]


Oracle To Buy Responsys Cloud-Based B2C Marketing Automation Platform

oracle-logo In an effort to dominate the cloud-based marketing technology market, Oracle announced today that it will acquire Responsys Inc., a provider of enterprise-scale cloud-based B2C marketing software. Responsys helps brands manage and execute email, mobile, social, display and retargeting campaigns. MetLife, jetBlue, City Sports and Lenovo are among the company's enterprise clients according to the website. The deal creates what Oracle says will be the world's largest marketing cloud by extending Oracle's existing Customer Experience Cloud, which includes Commerce, Sales, Service, Social and [...]


Your Homepage Is THE Landing Page

zendesk Your homepage is probably the most visited page on your website -- in fact, for the majority of websites, it typically receives more than 50% of all visitor traffic. In light of that, shouldn't it be converting more visitors? You may want to start thinking of your homepage more like a landing page that is uniquely designed to convince visitors that you can meet their needs or solve their problems. If your homepage isn't driving visitors to take some type of an action -- especially if it has a high bounce rate -- then it can be improved to drive more sales. Convert Like You Mean It: Goals [...]


Using Proxy Metrics As KPIs? Learn The Myths & Limitations

funnel There are various marketing channels today, some more suited for building awareness and brand equity while others are better for direct response. However, the reason marketers invest in any given marketing channel is the belief that it will eventually lead to revenue gains, whether in the short or long term. In an ideal world, we would be able to assess the exact revenue impact of each marketing campaign regardless of channel; but, we know this to be difficult in reality. However, marketing has become increasingly quantified in the past decade, with digitization allowing for attribution of [...]


Four Ways to Segment Email Subscribers for the Holidays

Opt In to Additional Holiday Emails The last two months of the year bring an increase in email frequency as retailers try to drive revenue during the busiest shopping season of the year. To help you make the most of your opportunities, here are four ways to segment your email subscribers, optimize your email content, and avoid subscriber fatigue. 1. Your Best Customers Your best customers will make your best segment. In most cases, your best customers may make up less than 10 percent of your list. But if you are using a quintile method to segment, this is your top twenty percent. You should reward your best customers for th [...]


ChargeAds New Automated Solution Lets Publishers Build Storefronts On Top Of Existing Ad Platforms

ChargeAds logo Nov 2013 Online ad solution provider ChargeAds has launched a new automated display advertising platform that the company claims is a "turnkey" tool for publishers. According to the announcement, the newly released ChargeAds Private Marketplace allows publishers to build a private or public storefront atop their existing ad platform or RTB stream, and includes a suite of controls to set rates and conditions. ChargeAds says its new solution can help lower costs, booking delays and technical confusion associated with display advertising transactions. "Our industry is expected to reach $113 billion [...]


Why It’s Critical To Connect Your Offline & Online Marketing

Branding All of the buzz about digital marketing has left an old, familiar and still viable marketing medium in the dust: offline programs. The marketing divide between online and offline spheres can be so epic, in fact, that it's not uncommon inside companies to see separate print, Web and social marketing teams using different strategies and launching campaigns that are in no way connected. But those silos only exist inside marketing departments. The customer's mind perceives one continuous brand. We live in a world where customers casually cross multiple marketing channels throughout the course o [...]


How To Keep Leads From Getting Stuck In The Middle Of The Sales Funnel

lead generation Did you know that a whopping 79 percent of leads never convert? 79 percent! That is 4/5ths of your potential revenue down the drain. All that money and effort spent generating those leads? Also down the drain. That should be a wakeup call: the industry at large needs to reexamine how it approaches lead generation to reduce that waste and boost actual conversions. As most marketers know, generating leads is relatively easy. Hundreds of quality leads can be drummed up with trade shows, search campaigns or content syndication. But then what? That 79 percent of non-converting leads often [...]


“Blockbusters”: Why The Long Tail Is Dead And Go-Big Strategies Pay Off

anita-elberse Anita Elberse turned the long tail on its head during her keynote at the FutureM conference hosted by MITX in Boston last week. The popular professor of business administration at Harvard Business School discussed her new book, Blockbusters, which looks at what drives huge success in the entertainment industry, and how these lessons can translate to other sectors. It was a fascinating talk. To introduce her premise, Elberse compared the strategies and results of two business leaders in the entertainment world: Jeff Zucker, as head of NBC and Alan Horn as president of Warner Bros. Elberse ex [...]


Now What? When New Competition Suddenly Makes PPC Unprofitable

When PPC Is No Longer Profitable There have always been companies for which paid search didn't pan out or was cost prohibitive. But, what happens when companies that have been running successful paid search campaigns suddenly find themselves getting crushed by new competition? After looking into cases of advertisers getting squeezed out of paid search by large parent companies, I wanted to hear what advice marketers would give to these advertisers. What channels should they turn to to make up for the lost sales or lead volume from paid search? I first spoke with Jeremy Hull, associate director of paid search at iProspec [...]


Programmatic Ad Buying: A Tactical Primer

Programmatic Media Buying & Retargeting A few months ago, we covered the four strategic phases of lean display advertising. The first phase consists of setting up your initial tests or experiments, which means choosing your initial campaign tactics to later observe which ones show the most potential for further optimization and scaling. This primer covers most of the campaign tactics available with programmatic ad buying or real-time bidding (RTB) platforms. For each tactic, my goal is to describe what it is, why it's important, how it works, and what you should keep in mind -- all very high level. Keep in mind that most of these [...]


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