Research and examples showing how the principles of Colour Psychology apply to Persuasion Marketing
Just about everyone has a favourite colour, (and a few not-so-favourite ones), and as such, most of us realize that colour has an unusual ability to influence how we feel. Armed with the knowledge that colour can be a persuasive force in consumer decision-making, Professor Satyendra Singh from the University of Winnipeg asserts that retailers are always attempting to use the influence of colour to their benefit (Impact of colour on marketing, Management Decision, 44 (6), 783-789).
This may involve techniques as simple as targeting consumers of a specific gender based on product colour, to using specific colours to subliminally entice consumers to buy: see Professor Okan Akcay in 'Marketing to teenagers: The influence of colour, ethnicity and gender,' from International Journal of Business and Social Science, 3 (22), 10-18. Available…
Examples show why you should avoid the cultural pitfalls of over-simplistic keyword research
When working on keyword research, it’s easy to fall into the trap of thinking that tools will do the job of brains. Let’s clear that out from the outset: they won’t. Tools are only as good as their handlers. Give a spanner to a monkey, it’ll find ingenious ways to use it. Give the same spanner to a dog and it goes from tool to toy. We should use tools wisely!
There are countless tools dedicated to the daunting task of keyword research and there’s a growth in tools for multilingual keyword research. A promising trend, but we should never believe tools can replace the work of a native expert in a given market.
So often is the case a client will already have an English-language keyword list that they use and generate through translators into a target market’s 'language'. These translations are…
5 key elements that distinguish the great online quiz from the ignored
In July 2014, quizzes built using Interact were viewed 1 million times. Of those million views, 90% came from the top 10% of quizzes built. To discover what sets excellent quizzes apart from the rest, we ran some statistics, put together graphs, and delved deep into the psychology of what causes some quizzes to outperform the rest.
What we found is that all the best quizzes have a good degree of similarity, meaning that there IS a formula for the perfect quiz. I'm here today to share that formula with you.
Every great quiz has 5 essential elements that come together to make up the content.
1. A title that stands out above social media noise
2. A cover image hook
3. Conversational questions
4. Uplifting and challenging results
5. A sharing plan
Let's take a look at each element and the data behind what works.
Step 1: Differentiating yourself with an…
Over 56% of the 18-24 age group are Retail Showrooming
Retailers are embracing how consumers are using their phones and it's more than a browse or research product function with consumers using their phone in store in a variety of ways to price check, access ratings, reviews and promotions - all common 'Retail Showrooming' practices. This research shows the relative popularity of these activities in the UK:
comScore are seeing a similar patten in other countries using their panel. For example, in Germany, as comScore's latest research released from their MMX® Multi-Platform panel shows: 'over 40% of smartphone users are using their phone whilst shopping'.
You can download the full comScore Multiplatform Majority report from their site. Also, look out for our new report from Tery Spatero on crafting the multi-channel retail experience.
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Affiliate Website Marketing Tips
Many smart marketers and businesses today are taking advantage of affiliate marketing, but is it right for you? In order to get the most from it, you need to understand how affiliate marketing works and what you should do to make it a success. The best way to do this is to develop a solid plan that includes strategic steps, so you don’t waste your time, effort and money.
In this infographic we’ve compiled some smart, actionable advice to help you get your feet wet in the affiliate marketing pool. With the right game plan for affiliate marketing, you can dramatically increase sales and traffic, adding incremental, profitable sales to grow your business.
The infographic on Affiliate Marketing from WhoIsHostingThis shows how affiliate marketing can help you connect commerce and content. Here’s the big picture to hopefully get you excited by the potential of affiliate…
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07 Nov 2014
How to measure the marketing effectiveness of video content
Your video is clocking up hundreds of views, which is great. But does that mean it’s successful?
Not necessarily.
A revved up view counter in YouTube may indicate that your video is popular, but it doesn’t tell the full story.
For example, it doesn’t tell you how many people only watched the first couple of seconds before dipping out, if they re-watched any sections or if they skipped entire parts.
Rather than watching views, you need to be measuring a much broader set of metrics.
If, like most people, you choose to host your video via YouTube, the metrics you need to consider lie deep within the analytics section of YouTube.
YouTube Analytics options
YouTube Analytics offers in-depth video data which is much more than just views.
One of the first places to start is the Traffic Source. Find out where your viewers have come from and how long they spend…
Are you at risk of social spamming?
It's well over 10 years since Facebook launched. The behavioural patterns of user groups are now well understood, the advertising platforms are highly developed and the business world across the planet has increasingly become 'social'. Yet the ways in which so many businesses have adopted social media and how they use it for ongoing communication with their customers, is often, in my experience, fundamentally flawed.
While as a marketing community we have learnt so much about social media, when it comes to applying that learning into practice, only comparatively rarely do businesses appear to demonstrate real understanding and consideration of their audience’s requirements.
It is time we re-evaluated our approach as the foundations on which these strategies were built have become eroded. In the following paragraphs, I will pose a few searching questions and outline what I regard as key…
Free Twitter Analytics service and self-serve ad platform rolled out [@SmartInsights alert]
Importance: [rating=4]
Recommended link: Twitter SMB impact research
2014 has seen some great new opportunities for smaller businesses to use Twitter to expand their reach, generate leads and understand the effectiveness of Twitter.
We previously alerted readers to the rollout of the free Twitter dashboard/analytics and the self-serve ad platform. Both updates removed the need for big budgets (minimum $10000) or verified accounts. These updates were great if you were in the right countries, but were limited to the US, UK, Ireland, Canada and select other countries initially.
So this update is simply to share the news that access is now available to many more countries - so do share the word!
A big welcome to @TwitterAdsNord! Self-serve Twitter advertising is now available to businesses in Sweden, Norway, Finland and Denmark.
— Twitter Small Biz (@TwitterSmallBiz) November 5,…
Why is attribution modelling important?
Ever since its birth in the mid 1990s, online advertising has been lauded as the most accountable advertising medium ever, but it has taken a while to live up to the promise... The early days of measuring online display campaign effectiveness based on click-through rates alone seem excruciatingly painful to recall for example!
Fast forward to 2014 and the latest online media spend figures show that digital media spend has increased dramatically, with predictions that Digital media will account for 75% of all marketing spend in 5 years. With this kind of money comes a responsibility to ensure media spend isn’t being wasted, or at the very least to find ways of explaining how just much value is being derived from it.
More advanced digital marketeers have started looking towards attribution modelling to help better understand what their budget is doing for them and how it can be made to…
Why developing an emotional connection through personal branding is essential for ecommerce
On a daily basis, the average consumer will see as many as 5,000 ads. The sheer volume of ads is a large reason why many consumers view companies with distrust, believing that they will only take action and speak with only sales in mind.
The reality is, consumers prefer to do business with people, not companies. Personal branding allows your audience to see the human behind the operation.
Why Personal brands?
The most important factor in determining the success of a company is trust. Unlike brick-and-mortar stores, your customers do not immediately receive a physical good after they have shopped at an e-commerce store. In order for them to make a purchase from your site, they must be assured that they will receive the product and…
