Using Retargeting to Attract Customers
The idea of retargeting is simple. Consider a telemarketer making cold calls versus one who is following leads based off of people who have filled out something in a store; obviously, the targeted calls will have greater success. Retargeting involves having your banner appear to the right consumers, particularly ones who have already been to your site in the past or who showed interest in one of your products. Here’s how it works.
Your SEO already worked on these consumers once and led them to your site. Now you want them back for another purchase (or perhaps the first one, if they left empty-handed last time). When someone in one of these categories sees your banner, you may get more than the standard ad reaction. They may be reminded that they enjoyed your site or products and always meant to return but had just forgotten. They may even remember a particular product they were interested in. Others who didn’t make a purchase last time may want to give your site another try.
Some people may have never actually been to your site, but maybe they searched for it or for products that you sell. These individuals are also ideal for a retargeting campaign. This is a way to narrow the target audience for a pay-per-click campaign even further than by simply calling for certain keywords. This can also raise your conversion rate on PPC ads.
This is a good tactic to use with social network ads. Why not have your ads appear for people who have recently been to your site? You can even advertise particular products that they looked at, and maybe draw them back for a closer look.
As you can see, retargeting has the ability to put your brand or product in front of a consumer that is more likely to want it.
|No comments||This entry was posted by EIC Social Media Team on April 7, 2014 at 5:50 pm, and is filed under Online Advertising, SEO. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Are Search Engine Ads Worth the Money You Are Paying?
The money spent on digital advertising continues to rise. Some of that money is being sunk into search engine ads. But are these paid search ads really worth the money? A recent study may surprise you.
Ebay was the medium used to conduct the study. Many businesses now sell their products on popular sites like Ebay, Amazon, and others. The study consisted of having a group of consumers that was exposed to ads from paid searches, and one that had the paid searches turned off. So did sales take a nose dive when consumers didn’t see any paid ads? Shockingly, the answer is no; they sold just as much as ever. The verdict? People will find your items either way. If they want your product, they will click on the link whether it is a paid ad or a free search result.
The issue is that very often, the same company will show up in both the paid and the generic ads for a certain search. Thus, even when the paid ads are turned off, sales do not change. Therefore, the company is paying for a service that isn’t making them any extra money. Why pay for an ad and then also be the top search result?
A second test was performed to ensure that the results were accurate and this experiment too showed the same conclusion. Of course, this study was only conducted within the confines of Ebay, but consider this: Why spend money to rank number one for certain keywords, and then also pay for an ad?
It seems that many people don’t even notice that the paid ads are gone when they are removed. Others just skip straight to the generic ads without paying attention to the paid ads. Whatever the case is, the results clearly show that it isn’t the paid ad that was making companies extra money on Ebay.
Of course, the variable that was left out of the study is this: What if your paid ad was replaced with a competitor’s? Would that affect your sales? Maybe companies are wisely paying for ads just to keep someone else from getting the spot.
|No comments||This entry was posted by EIC Social Media Team on March 31, 2014 at 5:48 pm, and is filed under Online Advertising, SEO. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Mobile App Marketing 101
Mobile apps are a part of our daily lives. Search any app store and you will find dozens of apps that do whatever you are looking for. The combined app stores hold well over a million different apps. Of course, more than half of those apps have never been updated, left in app store limbo. How can you ensure that your app makes it in a competitive market? Here are some tips for mobile app marketing.
First of all, you need to optimize your app for the app store it will appear in. With many mobile app store users relying on the search feature to find the app they need, your best shot at getting downloads is to appear towards the top of the list. Just like SEO is necessary to draw traffic to a website, app optimization needs to be part of your marketing strategy. The title of your app and the keywords you use to describe it will determine how often it appears in searches. Then, selecting the right icon will get someone to take a closer look.
Many also learn about new apps via social networking. If you promote your app on sites like Facebook, Twitter, Google Plus, and Instagram, you are more likely to find new users. Make the availability of your app known, and when people make inquiries, respond promptly. Then encourage users who enjoy your app to share with others across social media their good experience.
You also need a good description of the app and some screenshots that show why someone should want to download this app. Remember—these screenshots and descriptions are usually all someone has to go on to make a decision about an app unless it has been recommended to them. If your app costs money, consider having a free trial version.
|No comments||This entry was posted by EIC Social Media Team on March 24, 2014 at 5:45 pm, and is filed under Mobile Marketing, Smartphones and Apps, Tablets and Apps. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
The Future of Marketing Is Not Far Off From Sci-Fi Movies
In one popular sci-fi film, an automated voice asks Tom Cruise’s character how he liked the clothing he purchased last time he was in the store. The technology involved was a simple retina scan and an automatically looked up order – two technologies that exist today. While this may not be the way companies intend to use the technology, there are certainly many marketing methods available today that would have been considered science fiction just a decade ago.
Consider another example. Your friend Tweets about a great new tablet. Logged into your account with a certain company, you save the item for later. Then you are walking by the company’s store on your way home from work. Suddenly, the item you saved is on your phone and you are being offered a one-time discount if you go in and buy it right now.
Here are some technologies that are making this a very real scenario.
Customer relationship management software can automatically collect data, such as which products a potential consumer has saved for future consideration.
GPS tracking data can be used to provide real time marketing opportunities, such as offering a coupon to someone when they enter or pass a store. Combining these two technologies can allow a company to sweeten the deal with a personalized offer based on products that the consumer has already shown interest in.
Social media also plays a role in marketing. Allowing users to share a product with friends and followers with just the click of a button can help businesses to get a better idea of what their customers are interested in. This, in turn, allows them to customize coupons and other incentives.
As businesses continue to try and personalize ads and engage consumers, technology will allow them to be able to market products in a way that would have been unthinkable just a decade ago.
|No comments||This entry was posted by EIC Social Media Team on March 17, 2014 at 5:43 pm, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Why You may Want to Stick With Standard TV Ads Instead of Innovating
There are all sorts of ways to take your television ads to the next level nowadays. You can engage viewers on a second screen, personalize ad spots, jump on board with social TV, and more. But is this the right way to take your company’s television advertising? Here are a few reasons to keep producing regular ads for TV—at least for now.
The first mistake that companies are making with these types of innovations is that they are trading creativity for a gimmick. The ads that capture people’s attention do so because they either do something we haven’t seen before, or they build on something that we have seen and make it better. Very often, trying to connect an ad to the device in a person’s lap just results in a boring ad being on two screens. Ads that tell a story and reach emotions are going to have a greater impact than ones that just show off your ability to use technology.
Yes, a problem TV ads often face is that when a program goes to commercial, the viewer looks down at their phone or tablet. But is multiscreen marketing really the solution? The fact is that they looked away from the screen for a reason. The right ad should pull them back, not accost them on a different screen. This is especially true since effective marketing methods differ from device to device.
Just because you can do something doesn’t mean that you should. Innovations in TV marketing may prove beneficial for your business, but there’s no need to rush it simply to be the first in your industry to engage consumers in a new way. New is only better if it is done right. So focus on good, engaging, creative TV spots while you consider whether making the leap to new TV marketing innovations is right for your company.
|No comments||This entry was posted by EIC Social Media Team on March 10, 2014 at 4:41 pm, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Should You Scrap You Brand and Start Over? Some Warning Signs
Rebranding doesn’t work for everyone, but it can have some exceptional benefits. The insanely popular Miley Cyrus took a huge chance in scrapping her already-popular Hannah Montana persona and tossing it away to become a sex symbol. But Maxim voted her the most beautiful woman in the world in 2013, and she’s more popular than ever, so apparently it paid off. Gap, on the other hand, tried to change their logo and company image, only to switch back within the year. So what should you do with your brand? Here are a few things to look for that might tell you whether it’s time for a change.
Every company has to have a target audience. It’s a great dream to have a product or service that appeals strongly and equally to men and women of all cultures, ages, education levels, and economic levels. But it’s only a dream. If your brand doesn’t target a particular audience, then you may need to consider fixing the brand.
A staff that doesn’t believe in or even know what your company stands for is a good sign that you need to rebrand. If your employees don’t get it, your customers certainly won’t. Try polling the staff to see if they know the core values your business stands for or how they feel about the corporate mission statement. That will give you a good indication of whether or not the company branding is working.
Your brand needs to be clear in the message that it send to the public. You need to be consistent across the board, including social media. If consumers don’t see your brand as constant in sending the same message across all of your marketing campaigns, then it may be time to rethink the brand strategy.
It’s also possible for a brand to evolve over time. Perhaps your organization has outgrown its previous image. Don’t be afraid to reinvent the image of your business if it needs to be done.
|No comments||This entry was posted by EIC Social Media Team on March 3, 2014 at 4:38 pm, and is filed under Branding. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
The Right Video Content to Make a Deep Impact on Customers
Do you want to create deeper connections by using video to reach your customers? The biggest challenge may be discovering the types of video content that users will be interested in. Here are some ideas for video content that will engage your customers.
The Tutorial. Admit it—any time you need to do something around your house and you don’t want to hire someone, you get on YouTube and search for a do-it-yourself tutorial. If you play an instrument, you may even learn to play new songs this way. It’s the future of learning. We can’t plug out brains in and download kung fu just yet, but we can watch a five minute video and get the basics. Make sure you are capitalizing on the population’s desire to learn how to do things on their own from a source that they trust.
The Webinar. You may have already produced some of these for in-house training. Why not post it online and train your users, as well? Many webinars are paid events where you can offer more specialized training than what you give away in a tutorial video.
The Review. The Internet is glutted with reviews for every product imaginable. The only thing better than reading a little about a product before you buy it is seeing it in action. Don’t underestimate the power of showing off your products in a video, or having them reviewed alongside other similar products (just make sure yours is the best). Testimonials help, too, but be sure to use real ones rather than paying for them. Consumers can often spot a fake.
The Public Service Announcement. PSAs are a great way to show that your company is involved. Just make sure the PSA fits in with the image you have created for your company so that you aren’t sending mixed signals.
The Animated Short. The whole world is fascinated with animation. Animated ads aren’t just eye catching for children. Plus, they allow you do things that you wouldn’t be able to do in a live action video. Use that to your advantage.
Likely, you have seen some video types in the list above that you haven’t tried yet and that you recognize will engage your customers. So what are you waiting for?
|No comments||This entry was posted by EIC Social Media Team on February 24, 2014 at 4:35 pm, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Debating Privacy in the Public Arena
Marketers rely on the information that consumers share in order to create strategies for the next calendar year. Is 2014 the year that the well runs dry? With everyone concerned about privacy and identity theft, privacy of information is poised to be a hotter topic than ever before.
In the past, marketers have had to virtually guess at what consumers might need or desire. Now, the wants and needs of individuals can be anticipated with virtual certainty thanks to the abundance of personal data available—but therein lies the rub. The marketing industry in general has no regard for how the public feels about being scrutinized in this way, and that’s partly because the average person doesn’t understand the depth of its impact on their privacy.
“Sure,” people might say. “I know they know everything about us. I don’t care.” They see the convoluted privacy policies and click “I agree,” when, in reality, they mean, “whatever, just let me use the website.” The fact that most users don’t opt out of being tracked says little about what they really understand.
Marketers use the data to wrap everything up in a neat little package. The audience sees ads in which with their friends recommend products, web searches provide tailored results, and social media dish up the most appropriate suggestions. Technically speaking, the consumer agreed to all of it. What is the value of that agreement, though, if they don’t truly understand it?
The NSA’s recent activities have brought privacy into a new spotlight. What’s more, the recent loss of data by Target, which resulted in many credit issues around the holidays, has people clamoring for security. Plug-ins abound for throwing data collectors off the scent. Microsoft and Google are now competing over methods of privacy differentiation.
So what does all of this mean for 2014? In a word: transparency. It’s time to spell out in plain English what information a consumer provides and how it is used. Marketers need to get ahead of the issues and embrace this transparency if they want to ethically continue using consumer data to their advantage.
|No comments||This entry was posted by EIC Social Media Team on February 17, 2014 at 4:05 pm, and is filed under Online Privacy. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
How Most Advertisers Are Using Twitter
When it comes to marketing, social media has become a major source of expenditures in the past year for many companies, with some putting as much as ten percent of their budgets into sites like Facebook and Twitter. So what are companies using their Twitter accounts for? Let’s take a closer look.
Twitter isn’t really a place for advertising or sales, but it is a great place for branding. Budgets for this branch of social media have thus focused on having the right person manning the tweets. Facebook is being used in the same way. Only about half of companies surveyed actually advertise on Facebook, but a majority uses it to post content on a regular basis for fans. The idea is to use social media as a marketing tactic for finding new customers and building loyalty in current ones. Twitter use seems to follow this theory. So what is the focus for next year?
When asked what their main priority with Twitter will be in the future, the overwhelming majority (almost half) of surveyed businesses lists branding as its most important function. The only other major focus (about one fifth of responders) said they will be prioritizing creating website traffic from Twitter.
A limited number of businesses listed customer communication or building followers as next year’s priority (under ten percent). And hardly any companies are using Twitter to sell products or increase their sales. The fact is that Twitter is not effective at creating sales—it’s good for engaging consumers and letting them know where a brand stands. Most marketers are focusing on branding with Twitter because they have realized that this is where it’s most effective.
|No comments||This entry was posted by EIC Social Media Team on February 10, 2014 at 2:02 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
SEO Alterations to Keep Up With Google
If you have a website—and let’s face it, every business needs to have one—then you obviously care about your Google™ ranking. Have your usual tricks for staying at the top not been working as well as they used to? Google has made some adjustments to their ranking algorithm, and your search engine optimization or SEO strategies will have to adjust to keep up.
First of all, you may have been noticing that Google is weighing links and has been doing so for a while. What does this mean? Not all backlinks are created equal, and some are for the purpose of SEO. Google knows this and is hitting back. Case in point: If a website links to too many other sites, the links it provides carry less weight. Thus, sites designed to raise rank via backlinking don’t do as much good as they used to. One real link may be worth dozens of forced ones.
The other major change involves analytics. Anyone used to be able to view searches that were done anonymously, i.e. while not being logged into a Google account. Now all Google searches are encrypted, making it tough to see the analytics on which keywords you should be using.
Finally, there are the ongoing adjustments, which isn’t so much about algorithms as it is about the Google search process. People are getting more specific in their searches in an effort to pull up the right information. Google is now adjusting to provide better results for those who use long tail keywords.
What does this mean for your company? Specifically, it means that Google is trying to stop marketers from being able to force their way to the top of a search. That means you’ll have to start earning real links by providing legitimate content that users will want to share. People will have to want to organically promote your site, rather than have marketers promote fake links through bogus content stuffed in the corners of the Internet. It also means more work for researchers on learning what keywords are the right ones to use.
|No comments||This entry was posted by EIC Social Media Team on February 3, 2014 at 2:06 pm, and is filed under SEO. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|