Emotional Association - Psychology For Profitable Sponsorship
Sponsorship has always proved to a lucrative and viable form of advertising. The belief that brands place in this type of advertising is huge. Research points to the global spend on sponsorship soaring to $57.5 billion this coming year[1]. So how can brand managers ensure they deliver effective sponsorship for their brands?
The answer in part and the focus of this article is known as emotional association, something which for the main part hasn’t been part of the discourse around sponsorship effectiveness until recently.
As you are reading this article, there is no doubt that thousands of brand managers across the world are assessing the usefulness of planned sponsorship deals within their companies. One of the key questions that any brand manager will ask will be around the business impact and effectiveness generated from any given sponsorship. Something that…
Stay up-to-date with Facebook marketing
During the first part of 2015, Facebook has started rolling some small and large newsfeed changes. On the one hand, most of these changes benefit users and help them filter, prioritize and consume their newsfeeds, but on the other hand this means more companies, like our venture, investing more money in advertising trying to keep their social traffic near the goal, and to avoid getting lost in the Facebook content limbo.
Facebook's views on organic reach declining
The latest change involves the drop in company page 'likes', which I believe is the right move, since they will remove deactivated and memorialized accounts. In their words, they will discard users whom we cannot expect them to interact with our brand. What worried Page / Community Managers the most was the organic reach drop during the second week of February, and…
A visual checklist of how to review whether you're prepared for this month's Google's mobile algorithm update
This April, all responsible in any way for SEO are anxiously awaiting Google's SEO mobile update, with D-day on 21st April. To help give readers some practical actions and tools to review in his post Smart Insights columnist Gavin Llewellyn explained how businesses can ready themselves for the Mobile-Friendly algorithm update.
To supplement this, we thought this infographic from Instantshift.com gives a great visual summary of issues to be aware of including common mobile mistakes and how to overcome them, for example...
Like using 'meta name="viewpoint" tag which tells the browser how to adjust content and using "Rel=Canonical" to prevent confusion of duplicate content, consolidating indexing and ranking signals.
View the full Infographic at www.instantshift.com
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Are you ready for the Google Mobile-friendly algorithm change which could be 'bigger than Panda or Penguin'?
Back in November 2014, Google gave its first guidance about the impending algorithm changes to affect mobile SEO which were summarised in this Smart Insights alert. More recently, Google has been unusually specific and has revealed on its blog that there will be an algorithm update on the 21st April 2015, that will expand their use of mobile-friendliness as a ranking signal.
How much difference will the mobile-friendly update make?
The indications are that this will be a major change with Google describing it as 'significant' in their alerts. Then, in this alarming quote, Google's Zineb Ait Bahajji said at SMX Munich that the upcoming mobile-friendly algorithm update will impact more sites than their Panda or Penguin algorithms. Although this sounds alarming it is to be expected since…
The value of transactional emails through dynamic content
Did you know that transactional emails are considered to be the most important by email recipients and they can boost revenue by 33%? Research by Email Monks and Avari shows how predictive dynamic content is increasing conversions in transactional email campaigns.
Their Infographic and guide explains how to optimize your email campaigns, sharing practical information for planning and delivering your personalised content based on the activity of your email recipients. Steps like embedding live social feeds in your emails or including cross- sell recommendations in your order confirmation emails can increase revenue.
You can download their Dynamic Transactional Email E-Guide (registration is required).…
Examples showing why customer loyalty may be a self-fulfilling prophecy
We’re funny creatures, us apes. Take decision-making, for instance. Before we make a decision, such as buying an expensive item, we’re often beset by doubt and uncertainty. We might check out price comparison websites, ask friends and family for advice, or explore numerous models and variations of a product, all before committing to the purchase.
But once we have committed… once we have handed over our credit card details and gone through with the transaction… suddenly all that uncertainty drops away like water off a duck’s back. You can almost feel the relief as you wallow in the glow of your choice’s superiority, even though, in reality, the products that you left sitting on the shelf were probably just as capable as the item you selected.
It’s not just buying decisions that are affected in this way. …
Is it best to boost a Facebook post, create an ad using the post or create a separate ad that's not in newsfeed?
I used to strongly advise clients against “boosting” posts on Facebook. It’s not that I’m generally against paying Facebook for reach (although of course a little more free reach would be nice), it’s just that boosting used to be the sloppy, non targeted way that the newbies and amateurs used. It cost them more money, got them fans they’d probably prefer to avoid and whilst quick and simple, wasn’t very clever.
So back in the day, I used to recommend going into the Ad Manager or Power Editor, and creating an ad using the organic post as the source but promoting it rather than boosting it. You got far more targeting control and consequently…
How shoppers can be encouraged to purchase using retargeting
American shoppers are spending more online, with revenue is expected to reach $307 billion by 2017. VWO 's eCommerce survey highlights some interesting findings to optimise your communication strategy as it explores how to capture the attention of online shoppers and understand what influences their buying decision.
One of the challengers is to encourage shoppers to return to their shopping carts, once abandoned. So how do you encourage them to return?
The survey highlights the power of 'Retargeting':
'54% of buyers will buy retargeted products, if a discount is offered'
The graph shows there are tactics available to convert shoppers with retargeting and the most receptive are 18-34 year olds.
You can read the full report for more ecommerce conversion tactics.…
They say when opposites attract, they create intense chemistry. Remember when Romeo met Juliet, when Harry met Sally, Beauty fell for a Beast, and how Tom and Jerry always went after each other? They are good apart but when they are together, they create magic.
When online stores and services began revolutionizing the way people do business, it is but expected from traditional businesses to sound the alarm. Come to think of it, why would anyone bother to brave traffic just to get a new pair of pants when it can be ordered online and delivered in the comfort of their homes? But as it turned out, tradition and technology should not be on different sides of the spectrum. They are opposites that when meshed together will create new trends and opportunities.
It seems more and more traditional business owners…
The benefits of choosing a local email marketing service provider
While looking for the right email marketing service agency, try giving priority to those based in your local area since this will let you easily quickly communicate with the agency. For example, you can visit the office when you like, although the fact is, many business owners, even through working with a local email marketing service can take a great amount of time as well as resources. Whatever the issues are, always make an effort to find the right email marketing service provider.
I would like to share 5 issues to consider as you search for the perfect email marketing service, along with the benefits of choosing a local agency:
Issue 1: Consider the 'Industry' factor
Give priority to those email marketing service providers that have served in the same industry that you are in. For example, if you are in the business of selling key chains…
