The Shelf Life Of A Mobile Ad: Shorter Than You May Think

mobile-phone-stock When a user loads a webpage, they aren't doing so with the intent of clicking on an ad. Yet, millions and millions of users do just that every single day. However, this isn't just a numbers game -- intelligent marketers (like those who are reading this article) are looking to get the most out of their advertising spend by targeting the right users in the right way at the right time. But even when an ad is shown based on any number of criteria, what's its proverbial shelf life for that user? Two seconds? One minute? Five minutes? Within this article, we'll be analyzing a week's worth of a [...]


Removing The Fog From The Marketing Cloud

Another foggy day in the marketing technology cloud. Consider this: just 20 years ago, a retailer having a website was a huge novelty. Back then, the main purpose was to connect customers to service reps or find a store, and it took years before you could effectively showcase and optimize products like you can today with a marketing cloud. [caption id="attachment_90111" align="aligncenter" width="600"] Another foggy day in the marketing technology cloud.[/caption] Websites and e-commerce have evolved in the past 20 years largely due to third-party technologies. These technologies have helped optimize the overall brand experience, build cus [...]


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 [...]


How Universal Analytics Is Different And What You Should Be Doing Now

logo-ga-upgrade If you've been using Google Analytics (GA) as your analytics solution over the past year or so, you've probably noticed that Google has been promoting its new analytics solution called "Google Universal Analytics" (UA). UA was in beta for well over a year. On April 2, 2014, it was moved from beta to production. While Google is treating this as the "re-imagining of Google Analytics," there are many new features and technologies behind it. How do the new features and technology behind UA impact what you're doing today? For everyone, there is no visible impact beyond the constantly chang [...]


oPhone DUO May Increase Online Sales With The Power Of Smell

Imagine the aromas! Have you heard of the oPhone DUO? I’ll bet you haven’t because it's brand new! And it has very interesting implications for online marketing. The oPhone DUO is a combination of oSnap and oPhone which was unveiled at the Connected Conference in Paris this week. oSnap is an application that allows you to share smells online and oPhone is the delivery system. (No, this isn't a joke, though Google did joke about something similar on April Fool's day in 2013.) [caption id="attachment_88367" align="aligncenter" width="600"] Limited Edition oPhone[/caption] This amazing new product has so many [...]


The Flight Path: The New Cross-Device Customer Purchase Journey

shutterstock_138444350-flight-track Father's Day has just passed, and that means many consumers were scrambling last week to ensure their father's gift arrived in time for the holiday. While many may have begun their path to purchase on a desktop during work, others may have started on a mobile device during their commute home, ultimately completing their purchase journey on another device. Marketers that were aiming to target consumers during their path-to-purchase journey were most successful if they adapted their messaging to fit into any device context -- from mobile to desktop, apps to display ads. As reported in D [...]


One Tech Stack To Rule Them All: Potential Programmatic Pitfalls

Programmatic Media Buying Agencies tend to pigeonhole programmatic vendors. Some vendors are used for specific goals such as prospecting, others for specific tactics (site retargeting, etc.), and still others for the third-party data they can provide. There’s a certain logic to the approach. It makes it easier for agencies to keep things simple. Every vendor gets a nice little line item in an Excel spreadsheet. Everything looks nice and neat. But just because sticking vendors into tidy little boxes makes things more straightforward for the agency, it doesn’t mean that’s the best approach. The proble [...]


Digital Is Digital Wherever It Appears: The Road To Total Convergence

shutterstock_132436751-fish-cannibal Believe it or not, there are many people who don't consume digital advertising in silos. While digital marketers are continuously trying to identify how and when an action on a certain device will turn into a conversion, consumers are jumping back and forth between mobile, desktop and tablet, taking their purchase path in different directions daily. Over the past year or so, digital marketers have been obsessed with the rise of mobile and the increase in purchase power of the mobile device. However, this tunnel vision thinking has quieted a powerful media trend: the rise of total media c [...]


The New Anything/Anyone Goes Competitive Landscape For Content Marketing Firms

Media Convergence Drives Stack Evolution Recently, I was chatting with the CEO of one of the leading digital agencies. Talk turned to competitors, and I asked what firms his firm found itself bidding against most frequently. Usual-suspect names cropped up (Digitas, Sapient Nitro). But so did PwC, a name that would have never cropped up in the same discussion five years ago. Neither would Cap Gemini, or other old-school consulting firms. But they’re increasingly common today. Even IBM is an agency now! Who Ya Gonna Call? Recently we, at the research-based advisory firm I work for, were in the consideration set for a project [...]


Why Your Audience Is Your Company’s Most Valuable Asset: Develop It

target-audience-featured How do you think of your audience? Hopefully, you think of them in a generally positive way, otherwise you wouldn't own or work for a business that's targeting them. But be honest with yourself -- are they an expense or an asset? Many business owners tend to think of their website and their overall online presence as a sunk cost -- something they need to do because their competition has a website, is active on social media or participates in other online marketing practices. However, your online audience is actually one of the most important assets that you have as a brand. For the pu [...]


How The Second Machine Age Will Transform Marketing

2ma_300px The incredible change we're all experiencing these days is highly fractal. Similar patterns are emerging at many levels, and we can learn a lot by zooming in and zooming out. For instance, we can talk about how marketing technology is changing — which it is, at a phenomenal pace. But we can also go higher up and examine how marketing overall is changing. We can go even higher up and realize how businesses, industries, and entire economies are being transformed around us. The engine of this breathtaking change at all levels is technology. And before you dismiss that as obvious — [...]


Growth Hacking Your Marketing Strategy

Visitors Ignore Your Ads GAAAHHH!!! I can't escape digital marketing! Every time I open an email, an app, my social media account, even some of my software tools, somebody is sending me an ad message that I just can't turn off. Everybody wants my attention -- and advertisers are getting sneakier all the time by being more personal, more unique and more compelling. That's great for the advertiser that has the money to spend, but it's becoming harder for the small guys to compete.  It's also teaching the consumer to ignore everything. We've known about banner blindness -- in which people naturally learn t [...]


5 Steps To Becoming A Customer-Centric Marketing Organization

Customer_Revenue The "holy grail" for retailers may well be the possibility of becoming truly customer-centric in every facet of their business -- from customer service to marketing to supply chain. For marketing teams in particular, being able to communicate the right message to the right customer at the right time is critical. Customer-centric marketing allows you to put customers (not events, channels or categories) at the center of all analysis and decision making, allowing the marketer to understand customers' different behaviors and preferences. Nowadays, thanks to advances in technology and tools, i [...]


3 Steps To Get Started With Cross-Channel Analysis

analytics-600 We are currently living through a Cambrian-level explosion of marketing channels. It seems like there is a new channel or device popping up every year, each with a new set of metrics, media and strategies. In the future, each marketing manager or analyst will be responsible for managing media across a greater number of different channels, networks and devices. This calls for some changes in how we analyze and report on marketing results: There will be a need to consolidate marketing metrics across different channels: hundreds of different metrics across dozens of channels is simply n [...]


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 [...]


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