Archive for September, 2016
Consumer behavior, more than anything else, really drives the digital marketing industry. Especially in the digital age, consumers are far more vocal about the way that they want to be advertised to, and many will not take no for an answer. Because of this, the marketing world has become more creative with how to display ads. Here are a few new ad formats that you may not have tried out yet.
Ad Formats: Vertical Snapchat Ads
It’s tough to talk about the most modern ad formats without mentioning Snapchat. One of the latest offerings from this ultra-hot platform is the 3V ad. Vertical video views are what those 3 Vs represent. While users hate intrusive ads, the 3V format is a little more palatable. It gives you the opportunity to display a full screen vertical ad, and while the idea that it lasts only 24 hours may make you cringe at the price tag, you might decide that targeting consumers the way they want to be marketed to is worth it, especially Millennials—who are now the largest market.
Ad Formats: Unskippable YouTube Ads
While the word unskippable may be upsetting to the average YouTube user, the fact is that these ads are only 6 seconds long. Can you get your message across that quickly? Look how successful the Vine app has become in allowing people to create 6-second videos. This is a great way to improve reach since people watch billions of hours of video per day. Some of that time should be spent viewing your ads in their completed state, even if that means cutting them back to 6 seconds.
Ad Formats: Paid Play Ads
Google is all about selling the top search result to the highest bidder, so it only makes sense that they now have paid search results on the Google Play app. This is a great way to target particularly Android users in a mobile setting. Especially, Android developers who want an app to stand out among the other 2 million apps, need to think about this option.
Those are just three of latest advertising innovations. As consumer behaviors change, we can no doubt look forward to more ad formats in the future.
|No comments||This entry was posted by EIC Social Media Team on September 28, 2016 at 11:00 am, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
A marketing agency needs to have the trust of brands they work with. That’s tough to do in the modern business world where companies are used to everyone being out for themselves. So how can you make sure that the brands you deal with day in and day out know you are in their corner? Here are 5 secrets to gaining trust in marketing.
Be a Brand Advocate
Do you want to convince a brand that you are behind them 100%? Be a brand advocate. Take every opportunity to praise the partnership, and show that you really understand and believe in the values and mission of the companies you support.
Put the Team First
Rather than making an effort to prove to the brands you work with that you are a marketing genius, bring your team and theirs together, and show that you are happy to share the limelight. When a brand knows that you’re not out for personal glory, that makes trust come easier.
Be Willing to Make Sacrifices
Do you want to prove to the client that you are putting their company first? Sometimes it means doing what is best for your client, even ahead of your own interests. While such an action may not be advantageous to you in the short term, the long-term benefits of proving your loyalty are worth it.
Honesty — The Best Policy to Gaining Trust in Marketing
Always be upfront and honest with the client. If at the end of the day, you have followed through on your promises, you are now in a very small group of people who actually live up to their word. People want to work with companies that deliver and are always reliable.
Help Clients Stay Ahead
You probably see most brands spending their time putting out fires. In part, this comes from a lack of communication. Help your clients stay ahead of issues by communicating well. If you think a factor hasn’t been considered, present the idea before just agreeing to do things the way the client asks, getting paid, and then telling them later that there was a better way.
When an agency follows these 5 steps, clients know where they stand, and gaining trust in marketing leads to long-term business relationships.
|No comments||This entry was posted by EIC Social Media Team on September 21, 2016 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
In the marketing world, everything comes with a cost, and that includes your email subscribers. It’s easy to dismiss the costs of getting someone to opt-in to receive emails because the cost is usually already paid or covered by someone else.
At the same time, we always want to get a good return on the investments we make. If you don’t know what a subscriber costs you, and you don’t understand the lifetime value of that subscriber, then how do you know if your subscriber efforts are worth it?
How Are Your Email Subscribers Acquired?
There’s another important factor that goes into the equation to determine whether or not your email subscription efforts are panning out. You have to break email subscribers down into categories by how they were acquired. After all, you may find great success getting high-value subscribers on your website—even though there may be a higher cost involved—whereas asking someone for an email address when they make an in-store purchase really costs you very little, but it may also provide customers that are of little value, and who like to only shop in-store anyway.
Therefore, it is important to determine the value of subscribers from each point where you meet them and ask them to opt-in. Then you may determine to focus your efforts on methods that produce more valuable subscribers, even if those methods are slightly more costly. After all, what is 20% extra in costs for customers that have double the value?
Increasing Value Through Email Content
Then, of course, you need to make sure the emails themselves increase the value of the subscribers. Personalized content, emails with links to video content (which have a higher CTR and conversion rate), and properly timed and carefully crafted email campaigns, can all help to boost individual consumer value. If the quality of your email campaigns are not what they should be, then the value of your email subscribers are decreased, and it doesn’t matter how you found them.
In the end, marketing still as to be about creating value, finding where that profitability is, and focusing efforts on improving what is working.
|No comments||This entry was posted by EIC Social Media Team on September 14, 2016 at 11:00 am, 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.|
If you are operating an e-commerce site, you know how competitive the industry is. One thing that is vital to every one of those sites is an on-site search feature. This allows customers to search for exactly what they want without having to browse. Some customers may even leave if they can’t quickly search for and find a product. Here are a few more reasons that the function of your on-site search is so important to e-commerce success.
E-Commerce Success Tip #1: Intent to Buy
Many people wander onto e-commerce sites simply to window shop. However, when a person uses an on-site search, it is a signal that he or she is ready to purchase a specific product. In fact, research points to 50% better conversion rates when a guest on an e-commerce site uses the search bar.
E-Commerce Success Tip #2: People Like Simplicity
The fact is that if it is too tough to find the right product on your site, a consumer has plenty of other easy shopping solutions available. Because of this, you need to be sure that your search is accurate and provides enough options for the consumer to find what he or she wants the first time. Of course, you can’t make the search so complicated no one wants to use it in the first place. Thus a balance must be found.
E-Commerce Success Tip #3:Search Results Options
You may set your search to provide the best match or most popular selections, but you should give your guest more options. What if this particular consumer is on a bargain hunt? You need to allow for the results to be sorted by price. What if the consumer wants only the latest and best products? It may be a good idea to allow for sorting by the date the item became available or by the ratings of other customers.
In the end, your search results need to help a consumer to quickly find the desired product. It needs to be an intuitive process so that even a first-time guest can search effectively. And you want to be sure that there are always results, even if the consumer searches for a very specific product that you don’t sell. Be sure to provide alternatives. Search results can make or break a sale.
|No comments||This entry was posted by EIC Social Media Team on September 7, 2016 at 11:00 am, 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.|