A discussion of best practices for email capture using popovers
The question on every marketer’s lips if they're considering a implementing a pop-up or popover for capturing email addresses or promotions should be:
Will using a pop-up help us achieve our goals as well as keep our customers happy?
In this article I will focus specifically on using popovers to drive subscribers - here are a few top-line tips on how to get started on achieving the right balance between your marketing objectives and customer satisfaction.
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1. Consider your audience
Your potential customers don’t care what conversion rate you want, what targets you’re trying to meet or when you need to…
Here are the 3 biggest takeaways from the conference, and exactly what they mean to us as marketers!
Facebook’s F8 was an intense and amazing experience. The amount of development, innovation, and progress shown in just two days is only barely digestible. To ensure myself and my team were not caught up in all the pomp and circumstance, I was determined to view this entire conference as a marketer, not a fan-boy, or Facebook junkie.
Augmented Reality
What’s happening here: From the video you can see that Facebook has the technical capabilities of augmenting any world, in whatever manner they want. Through Oculus (which is only in year two of a ten-year development plan) you can own the environment of your business. Through these headsets, people will see the reality you what them to, not the physical one to which they are currently limited.
What this means for Marketers:…
It’s well reported that 2017 was Facebook’s hardest year to date so far
Concerns about inappropriate content, fake news, and privacy scandals with third parties have marred the Facebook name. So much so in fact, that it has lost almost $100 billion in market value recently.
So is that a signal that our advertising love affair with Facebook could be over?
As one of the biggest worldwide advertising platforms, it’s unlikely, but advertisers are calling for greater transparency.
Privacy update
In response, Facebook has announced that it is updating its terms on privacy and data sharing. This move will give users a clearer picture of how the social network will handle personal information, in the hope that it doesn’t encounter more Cambride Analytica cases.
The updated terms of service aims to focus on how Facebook gathers and uses data, and why users see the ads that they do.
According to chief privacy officer Erin Egan and deputy general…
With a well-performing homepage businesses get to spend less money on advertising or other traffic / lead generation methods
There is a reason why smart people spend so much time and money to optimize their homepage.
With a well-performing homepage, they get to spend less money on advertising or other traffic/lead generation methods (because the handful of people that come across their website actually convert). They don’t need to work with unsure customers who always cause troubles (too many questions, late payments, etc.) because they have customers/clients in reserve. And they don’t feel obligated to produce hundreds of web pages only because they’re not getting enough leads from their homepage. The list goes on.
But as Sam Ovens explains only practice makes you self confident. Having all those benefits I mentioned above is not an easy work -- it needs…
Examples of GDPR compliant privacy notices and email opt-in forms
We've now been covering the implications of the GDPR for marketers and their audiences since 2015 on Smart Insights with many articles contributed by guest experts specialising in privacy law for marketing.
Initially, there was a lot of speculation and it was difficult to provide practical examples since ultimately what businesses need to know is to how to update their forms for collecting email addresses and the copy explaining consent for communications in their privacy statement. As the Information Commissioners Office provided more guidance there were some simple sample examples provided in templates, but these didn't cover the range of situations where businesses in different sectors needed to implement them.
Today, as we fast approach the deadline, we can learn from the examples of larger companies who have implemented new forms and privacy notices. We don't know they are GDPR compliant in…
Chart of the Day: A summary of trends in managing influencer marketing activities
2018 has been dubbed the year of Influencer Marketing by many including MarketingLand and AdWeek who report on research that:
"67 percent of marketers think influencer marketing campaigns helped them reach a more targeted audience, thus leading to more impactful results".
Of course, Influencer marketing isn't new, indeed we first published our Influencer Marketing guide 5 years ago and continue to update it in line with changing practices and increased regulation. We're sharing this research from Linqia since it is a detailed report covering use of influencer marketing which will help marketers compare their approach for managing influencers.
This chart features some of the latest trends according to Linqia. It provides a good checklist of tactics you could be considering.
Source: State of Influencer marketing 2018
Sample:…
Shared knowledge is the new currency of scale
The workplace has changed in spectacular ways since the turn-of-the-century. The biggest development is the increased importance of knowledge. Knowledge has become the most valuable commodity in almost every industry from food services to SAAS development. Workplaces that create a culture conducive to knowledge sharing are going to thrive in the coming years.
How do you create a workplace that revolves around knowledge sharing? Here are some tips to achieve this goal.
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Reward successful teams more than individuals
Most traditional workplace models focus on rewarding individual employees for their contributions. While this approach can motivate employees to work harder and be more innovative, it…
Chart of the Day: UK adspend is at a record £22.2 billion for 2017, the eighth year of consecutive growth
Adspend for 2017 was a record high following 8 years of continued growth in advertising spend. This according to the latest advertising spend figures for the full year 2017 which are analyzed by The Advertising Association and Warc.
It paints a fantastic picture for marketing and advertising, showing increases which have continued for many years and shows that despite any political situation, slumps or increases in consumer demand, advertising is still producing returns, as marketers are still spending and still depend heavily on their advertising campaigns.
Internet advertising saw positive increases but it was mobile advertising that produced the biggest by far - a massive increase in mobile ad spending of over 37%.
Regional newspapers saw decreases, as did magazines and a small decrease for TV. This could explain why recently UK TV network …
The field of Influencer Marketing has grown by a whopping 198% in 2017!
‘Influencer’ seems to be a recurrent buzzword in brand marketing, to raise brand awareness and increase engagement with specific segments of the user base. Many companies, albeit SMEs or large corporations, have become increasingly interested in utilising both micro and macro influencers, to establish effective influencer relations and in turn, run successful brand engagement campaigns for their audiences.
As Adweek states, influencer marketing has expanded exponentially over the past two years, where the industry has gone from being just a rising marketing tactic to an essential part of most marketing budgets in 2018. In fact, according to State of Influencer Marketing Report 2018 by klear, Influencer Marketing, as a field, grew by a whopping 198% in 2017!
Increased budget allocations
According to another report on Influencer Marketing by …
Why integrating SEO with other marketing channels is imperative for a successful online strategy
Having a defined and targeted Search Engine Optimization (SEO) strategy is without a doubt a critical factor in driving traffic to your site. However, for a fully optimized marketing strategy, it is vital that SEO is also integrated with other offline and online channels, across the customer lifecycle. Smart Insights’ Customer Lifecycle model shows a visual representation of what a fully integrated marketing strategy should include, using the RACE framework:
To achieve long-lasting, quality results, SEO needs to be integrated into your overall marketing strategy. SEO is vital to the first stage of RACE - reach. SEO is reaching your audience via search engines and meeting them with the answers to the questions they ask. This will not only help to maximize conversions but, will also ensure…
