Archive for January, 2016
Imagine this scenario. You are looking for a new lamp for your office, and you find one on Amazon. It seems like it could work, but you haven’t decided yet. A week later, every site you look at online is still advertising that lamp. Which best describes how you feel?
- I’m annoyed. If I wanted to buy it, I would have already.
- Thanks for the reminder. I still haven’t decided, but I don’t want to forget about it.
- What ads?
The fact is that you might even feel different at various times. For example, if you suppressed an impulse buy, you probably find retargeting annoying. If you are researching options for a long-term purchase decision, you might not mind getting reminders. Of course, with too many reminders you might stop paying any attention to ads.
Developing the Right Retargeting Campaigns
If someone has been searching every day for Burberry products, they probably don’t mind frequent retargeting. After all, they’ve been looking at the same products every day. If someone checks in on prices once a week, they might not appreciate daily retargeting as much, but would welcome one or two reminders per week.
Another way to use retargeting effectively is to advertise to consumers when something they were looking at goes on sale. Maybe the reason they left before finishing a purchase was because of the price. Retargeting a consumer with the new, lower price could be just what they wanted to see.
So it really comes down to how retargeting is done. Even customers who want to be retargeted might get annoyed if it is done too frequently or without reason (like a lower price or another incentive).
How to Avoid the Creep Factor
This is often a concern, but most consumers are okay with being reminded about an item they had reviewed. Again, timing is important. If you remind them of a watch that they were looking at six months ago, they could wonder about how far back you are going in their history. Depending on how big of a purchase the item is, perhaps you have only one or two days to work with. For major purchases (a car, for example), you should be able to retarget for several weeks or even months, especially if you are running a special promotion.
|No comments||This entry was posted by EIC Social Media Team on January 27, 2016 at 6:22 pm, and is filed under Marketing Strategies, Online Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Life simply boils down to conveniences we’ve come to expect. 20 years ago, when we needed answers we’d ask friend after friend, spend hours at the library, or drive down to the local hardware store. Now, we click a few keys and Google serves up those answers while we munch another piece of pizza. Of course, if that answer is more than 500 words, we usually just move on to the next link.
It’s a sad commentary on the human condition, but we’ve been trained to expect everything we want with minimal effort. Even reading a few hundred words can be too much work, too much time. And so, a new information sharing tool has emerged.
Enter the Infographic
What better way to communicate with an attention span challenged world than with a picture. Yep, the infographic may include just as many words, but the pictures make it readable and memorable. There’s just one problem.
How Does Google Rank an Infographic?
The answer? It doesn’t. There’s no possible way for the Google algorithm to decipher the content or meaning of your infographic or marketing infographic. After all, it’s just an image. So even the text included in the infographic escapes notice. With this in mind, what benefit is there to using a marketing infographic?
What Does Affect Rank?
Fortunately, engagement affects rank. Infographics, like video, keep a person on your site longer. So they have a great net effect, and due to that retention Google detects that your page is interesting. So it’s up to you to let Google know in the metadata what the page, the infographic, is about. This allows Google to connect viewer engagement with the keywords you’re using.
The other major factor in modern marketing is shareability. Yes, even in our contemporary world, the importance of sharing still applies! People love to share infographics across social media, so this form of marketing will increase your reach to new customers, and increase brand awareness (how much they know about your company and what you offer).
Rather than investing untold time and funds creating the next great way to catch the eye of consumers, just improve on the use of a tool that’s already working. Have you tried your hand at a marketing infographic?
|No comments||This entry was posted by EIC Social Media Team on January 21, 2016 at 4:30 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
It’s amazing the difference a year makes in the digital marketing world. From keeping down expenses to generating business from the mobile market, these tips will help you stay a step ahead of the competition in 2016!
Inbound Marketing Over Outbound
Inbound marketing is a key focus for 2016, thanks, in part, to the fact that it saves big money over outbound marketing. If there’s one thing every digital marketing team struggles with, it’s staying on budget. Inbound marketing is a great way to save funds for other needs. The secret is automation.
Crunching the Numbers
Data isn’t going anywhere anytime soon. Higher ups still want regular reports, and you still need data to tweak existing campaigns. In fact, research funding for technology connected to data is forecast to continue its rise for the next few years.
In the modern world of hosts like WordPress, Wix, and Weebly, there’s no excuse for a subpar website. Consumers expect to be instantly wowed. If that doesn’t happen, expect to suffer a high bounce rate.
Get Social/Stay Social
You Must Use Video!
We can’t emphasize this enough. If you are not already using video marketing, you’re behind. It’s time to catch-up. Video keeps consumers on your website longer. Google translates that into engagement. Therefore, video is the key to rank.
You Must Use Mobile!
Here’s the other big must of 2016 in digital marketing. Google has already proven that websites not optimized for mobile use will lose their rank. You also need to take a serious look at email campaigns since nearly half of emails are being checked on mobile devices.
2016 is definitely the year of video and mobile, but all of these tips can help you stay ahead. It’s going to be a great year for digital marketing, so if you haven’t already, start tweaking your strategy today!
|No comments||This entry was posted by EIC Social Media Team on January 14, 2016 at 4:30 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Visual marketing predates the digital world, but now we have even more opportunities to wow consumers with logos, images, and video content. Unfortunately, all of those additional opportunities to show off what can be done in a digital format has caused some marketers to forget the fundamentals of visual marketing. Here are some important reminders.
We’re not saying be boring. Just don’t forget that people need to be able to connect all of your visual marketing back to the same brand. Some brands suddenly seem to develop multiple personalities online. Instead, you should remember to stick to one consistent message, even with colors, such as your color palette: Don’t create a different color or style border on every web page, and keep formats fairly uniform.
Logo: Present, but Not Overbearing
This is a particularly big deal when it comes to online video. Sometimes a company produces great video content, but it loses some of its appeal because there is a company logo blocking key portions of the action. By all means, include your logo in all of your company’s content. Just don’t distract them from the content itself.
Use Complimentary Colors
You don’t have to develop boring, monochrome visual content. Just be sure that the colors you are using complement one another. There are so many online tools for selecting complimentary colors; there is no excuse for deciding not to do it or for doing it poorly.
Take Your Time
Everything is in HD in our modern world, even on smartphones. So don’t rush, and make sure that all the little details are solid. Everything from proper kerning of letter-spacing to ensuring that images are lined up by snapping them to a grid is important to hold viewers.
Finally, we get around to the good stuff, right? Creativity is why you got into marketing in the first place. Don’t feel so locked into the “rules” that you can’t turn out interesting and unique content. It just takes a little extra forethought to place that logo appropriately or use a stock photo the right way. By doing so, you can ensure that your visual marketing is visually appealing to consumers.
|No comments||This entry was posted by EIC Social Media Team on January 7, 2016 at 4:30 pm, and is filed under Marketing Strategies, Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|