Archive for March, 2016
What does the future of marketing hold? In an ever-changing industry, it can be tough to forecast trends. However, these are a few things to keep an eye on.
Better Ad Spots Online
Ad placement is a hot topic in the digital marketing world. It’s time for publishers to step up to the plate and start delivering better site design. This will allow marketers to create a superior experience for the user, and when the user has a better experience with an ad, that translates into dollars.
Mobile Trends Are Everywhere
When you look around, you see people on their mobile devices. This isn’t a new trend in digital marketing, but it has become one that no business can simply ignore. Google actually helped that along quite quickly with the “mobilegeddon” update as far as website design is concerned, but now mobile ads are also becoming par for the course.
Standards in View-ability
We’re sick of creating great ads, paying for them to run, and finding out no one can possibly see it because it is auto-playing off-screen. We can look forward to industry changes that force ad networks to apply more transparency.
Programmatic Goes Old School
You can’t speak about digital marketing without referring to programmatic, so why should TV buying be any different. Programmatic is set to shift from relating only to small-screen ads to the big screen—at least the biggest screen in most homes.
Ads to Match Attention Span
The average human attention span isn’t what it used to be, but the marketing industry is not keeping up. We hold that 30-second ads are the ideal time frame, but think of all of the ads people see every day on YouTube, Hulu, and other video sites online. The 30-second ones usually get skipped after about 5 seconds. However, we are often forced to watch a 15-second ad with no skip button, and no one seems to mind too much.
Ultimately, what it may come down to is a marketer having to sell in 15 seconds rather than 30 increments. People don’t want to be pulled out of an experience to hear about your product for 30 seconds at a time. It’s a testament to the digital era.
Those are part of the list. In a future article, we will consider more of marketing’s top trends.
|No comments||This entry was posted by EIC Social Media Team on March 30, 2016 at 4:30 pm, and is filed under Marketing Data. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Microsoft is one of several corporations that has performed studies on the human attention span, and all of the results point to the same thing: the human attention span is shrinking. This directly affects eCommerce sites because it increases the likelihood of someone becoming distracted and leaving your site before completing a purchase.
How can you enhance the performance of your eCommerce site? Here are a few things to keep a close eye on:
eCommerce Site Problems Cost You Money
If your eCommerce site crashes while a customer is trying to complete a sale, many of them won’t come back to complete the transaction later. You can add that loss to the estimated $4 trillion (USD) in product that will get abandoned this year in digital shopping carts. A checkout experience that can’t be completed quickly is another site issue that will drive consumers away.
What Is Causing the Problem?
Your eCommerce site and shopping cart may perform well most of the time, but what causes it to suddenly turn on you—and cost you money and potentially a customer? A few things you need to do are:
- Shore up the front end – You don’t want an app crash to be the problem.
- Memory issues – When a database is busting at the seams for storage and CPU use, everything goes wrong. It starts with slower speeds, but progresses quickly to mistakes and full site crashes. This can ruin a potentially great Black Friday or another big shopping day.
You Need a Scalable Solution
You don’t want your customers to hit a glass ceiling, because then you’ll begin to lose sales and new clients due to computer-related memory problems. That means relying on scalable solutions that don’t require you to develop a new database every time the company hits the next plateau.
Now is the time to consider having a relational database, but don’t trust just any company that throws that term around. You need to know if the database is tolerant to the occasional fault, or if one error brings everything down. You also need to understand how the scaling database will affect a mobile app that you make sales through. Perhaps there is a way to simply scale your database for the fourth quarter or maybe an even shorter time when sales increase.
It all comes down to making sure that your customer isn’t distracted from completing a sale by a problem on your end. There are already enough distractions that you can’t control.
|No comments||This entry was posted by EIC Social Media Team on March 23, 2016 at 4:30 pm, and is filed under Online Sales, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
In the world of SEO, there are a ton of dos and don’ts, and everyone claims to have the perfect recipe for getting a site on page one. However, every marketer needs to know a few things about SEO.
Search Drives Traffic
Someone types a keyword into a search engine to begin 93 out of 100 online journeys. This is what your potential customers are doing online. Only a small percentage of online use starts with a person typing a URL/web address into the address bar or clicking on one of their bookmarked favorites. It is no wonder then that the majority of business owners acknowledge that having a strategy for search engine optimization improved the company’s profit. Developing a plan is the first step.
Keyword Research and Selection
Keywords are an integral part of the SEO process. Determine in advance the words/terms that your customers are going to be typing into a search query. You need to know who your target audience is, and understand how they think. Fortunately, a lot of great tools are available that can help you develop a keyword list by showing you what people search for, and also how competitive the terms are.
When a Keyword Goes Wrong
Some keywords are decent for search, but bad for content. Don’t select keywords that involve a phrase involving words that will never be used consecutively in a sentence in English—and then expect a content writer to figure out how to use it naturally. Be sure that your keyword isn’t just some sales slogan.
A Few Things to Remember About SEO
- Keep your content engaging. Don’t sacrifice quality for quantity.
- Write for humans, not search engines. If your content doesn’t read well, your bounce rate will keep you off page 1.
- Be flexible with your keywords. If a keyword isn’t working out, it may be because there is a better one.
SEO isn’t simple. That’s why so many leave it to the pros—and rightly so. The information here is the least you should know about SEO tactics.
|No comments||This entry was posted by EIC Social Media Team on March 16, 2016 at 4:30 pm, and is filed under SEO. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
In the ever-changing world of digital marketing, it can be tough to stay ahead of the curve. Here are some forecasts for 2016 that can help your brand keep a leg up on the competition.
Branding – A Key Focus
To consumers, many businesses are starting to blend together. It’s not enough to run a catchy ad or put forward a strong social media campaign. Now is the time for differentiation.
What makes your company unique? It’s time to clarify in the minds of consumers what your organization stands for. Reevaluate brand values, goals, and mission to make your name stand out.
Focus on Consumer Relationships
Consumers often base decisions on trust. Mass marketing is giving way to targeted campaigns. Buyers want to see that your brand knows what they want and when they want it. Focus on creating a customer for life rather than on making a quick sale. 2016 is the year to look ahead to a lifetime value.
Improve the Customer Experience of Your Brand
Customers are demanding experiences over products. That means selling a product involves creating an experience for the consumer to enjoy it in. The value of consumer experience cannot be overstated.
More people than ever are looking at online reviews to make good purchasing decisions. Those reviews are being made by customers, so be sure the experience is worth a positive review.
“Pay No Attention to the Man Behind the Curtain”
Those are words no consumer wants to hear. They want to see the Wizard, as it were, and that means complete transparency. If your brand portrays its values one way but resorts to practice that are not in harmony with those values, consumers will look for a more genuine seller. The fact is that the truth behind scandals will find its way to the news and online. Brands need to be ready to be honest with consumers.
Content, Content, Content
2016 is the year of content. If it was king before, now content is the whole royal family. The key focus in 2016 is to make your brand the expert in your field. Quality means authority and search ranking, so don’t skimp. Also, be sure to use content to develop your brand’s community, even fostering consumer creation.
|No comments||This entry was posted by EIC Social Media Team on March 9, 2016 at 4:30 pm, and is filed under Branding. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Lead generation comes down to one thing, and that’s incentive. The biggest mistake companies make when trying to generate new leads is not providing any incentive to consumers, or at least not enough incentive.
If you expect site visitors to make a commitment, even a seemingly small one like providing their email address, you need to be willing to give them something of value in return. Here are a few tips for making your lead generation process more of a “give and take” than a ”beg for contact info” situation.
Great Timing Improves Your Lead Generation
First of all, asking a consumer to make a commitment is all about hitting them with the request at the right time. It’s going to be a huge turn-off if someone comes to your website and is immediately confronted with a pop-up that asks for their email address—before they can even see the content they were seeking on your site. You may not even have to offer anything for free in return if the content you provide has value. Give users enough time to read or view the content, and then try to generate a lead.
Say the Right Thing
A lot of content on the Internet is fluff. Again, consumers are looking for value. If your content doesn’t provide any, why should the site visitor give you something of value in return? By providing useful and educational content, you give the reader a reason to reciprocate. To provide solid content, follow these suggestions:
- Don’t be wordy or confusing.
- Make use of imagery both by providing visual content, as well as by using bullet points and headings to make the text more readable.
- Provide a clear call-to-action so the reader knows what to do next.
Ask for the Right Thing
Another issue with lead generation is expecting the consumer to share too much. You might have no problem getting a name and email address, but having a lengthy form can hurt lead generation. Ask for only what you need rather than having tons of areas—but you just mark a few as required.
|No comments||This entry was posted by EIC Social Media Team on March 2, 2016 at 4:30 pm, and is filed under Content, Usability. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|