How to make crucial decisions regarding your retargeting budget.
Decisions, decisions, decisions; it can be difficult making the right choice when considering how to spend your remarketing budget with Facebook or Google. Where most PPC managers go wrong is the actual decision-making process. It is crucial understand what you should consider before making a decision.
[si_guide_block id="87521" title="Access Member Quick Win: How to do Facebook retargeting right" description="Learn when and how to use Facebook's different retargeting options with Gareth Roberts."]
1. Consider your message - carefully crafted second chances
The whole idea of remarketing is to give advertisers a second chance to hook someone who has visited their site, but not bought anything, there may be a number of reasons for this:
The website is bland, clunky, dated, not functional - let's not get sidetracked into the importance of functional and appealing landing pages, but it is important to…
Google starts tracking credit card transactions to assess online ads effect on online and offline sales.
Every marketing manager has always sympathized with John Wanamaker's famous phrase "Half the money I spend on advertising is wasted; the trouble is I don't know which half." Digital marketing has helped alleviate some of the problems of attribution, by tracking of digital media. But unless someone is clicking through to purchase on your site or tracked by call they make via the site, it's very hard to attribute offline store sales to a particular online ad campaign.
But this limitation is now reduced which is BIG news for multichannel retailers. Yesterday Google announced it is now tracking consumers card transactions both online and in-store. The ability to track in-store sales is a real breakthrough in attribution, as since 92% of all US retail sales still take place in-store. Without it marketers are limited to focusing all…
You may have noticed pandas ears, butterfly crowns and nerd glasses appearing in your Instagram stories. That's because last week Instagram launched it not too dissimilar to Snapchats filters - 'Selfie filters'. The Facebook-owned app has added 8 new filters meaning you can now add cartoon-style filters before sending them to your friends.
Facebook has slowly been copying Snapchats successful features and introducing them across Instagram and facebook such as disappearing video stories and comments. It was reported that when Instagram launched Stories in August 2016 it reached 150 million daily users. That’s the same number of users that Snapchat’s whole app reportedly hit around June 2016. Snapchats users are now migrating over to Instagram as it launches new formats and features. Instagrams VP of Product, Kevin Weil, gave his perspective on coping Snapchat:
'If we're being…
Facebook helps customers shop more seamlessly
The way we shop is changing, we are driven to buy online more than ever before. For brands, this means they need to ensure they are in front of the customer when they turn to their screens. Google describe these moments as 'micro-moments' - and stress the importance of being there at the moment the consumer needs you. Google says:
'These micro-moments are critical touchpoints within today’s consumer journey, and when added together, they ultimately determine how that journey ends.'
It is crucial brands are seen at every touch point to increase the likelihood of purchase. Facebook recognised this need and offer a number of options for marketers to choose from to effectively reach their audience.
One of their more recent launches was 'Facebook Collection'. A mobile-only ad format that allows advertisers to feature videos or photos of a product in a user's news feed with the objective…
Chart of the day: B2B customers favor quality product information over the number of products to chose from.
B2B customers need to purchase all sorts of products. Whether they're looking to restock the stationary cupboard or bring in a new suite of marketing tools, they need to be sure that you will be making the right choice for everybody involved.
This is where research from Forester & B2BecNews comes in useful for the businesses trying to sell their products and services. B2B buyers do have similar needs to your average e-commerce consumers placing significant emphasis on how easy the website is to use, fast delivery and the usual low prices. Most importantly the results of the survey show that B2B buyers place having access to credible product details above anything else.
This is good news for marketers who are responsible for the information on their websites…
Chart of the Day: Setting Up for Success With Email Automation
How much revenue per person, per campaign, can email automation generate for you?
The below chart covers 4 activities, winback, browse abandonment, welcome series and abandoned cart emails. It's then split into average orders from under $50 to over $200.
The best performing in 90% of the activities is the abandoned cart email, displaying from nearly $3 per person, per transaction to over $14. The only anomaly is when the order value is under $50, where the welcome email series has $2 per person, per transaction.
Source: How segmentation and automation drive email marketing success
Sample Size: U.S.–based companies sent in Q4 of 2016 — a total of 1.5 billion emails
Recommended Resource: B2B Marketing Automation Guide
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Chart of the Day: Consumers are Driving the Conversation for Technology Brands on Twitter
As marketers, we love to build inspirational campaigns to engage our target audiences and a large part of any campaign in 2017 will reside on social media. Alongside Facebook, Twitter is our go-to network for sharing campaign content allowing our followers to see our message and hopefully like, retweet and spread the word through their own words.
This varies massively from industry to industry where some campaigns can feel like you're pushing your message out more than your audience is interacting with the content, which isn't ideal.
According to research by Brandwatch, a massive 91.1% of all Twitter activity around technology brands (including new phone releases and the internet of things) was due to the Twitter community rather than the brand. From a marketing standpoint, this is exactly how you would…
The Future of British Trade with Europe: A Light at the End of the Chunnel?
With Article 50 having been triggered recently by UK Prime Minister Theresa May, Brexit is now actually happening and calls for a revote can be forgotten. The negotiations are officially underway, and guess what, uncertainty still lingers in the air like a dense, London fog. So, what lies ahead for British business owners?
Building bridges by building tunnels
When the Channel Tunnel connecting Folkestone, England and Coquelles, France was opened in 1994, it was seen as a symbol of unity between the UK and mainland Europe. Though the idea of connecting the two landmasses was rejected for years by the British during the height of their empire, minds were changed as the new economic realities of the world started to take shape after World War II.
Today, there is no question as to the importance of such a tunnel.…
Use these landing page creation and testing tools to optimise the conversion rates of your landing pages
Lead generation is a key goal of digital marketing in many sectors. By testing landing page layout, headlines and copy you can increase lead volume and thus potentially sales using cost-effective techniques. By hosting test pages on the servers of suppliers you should be able to bypass the need for agency or IT department involvement to get test up-and-running rapidly. The tools listed in this post will help you design and test pages which improve the conversion rate to lead. SmartInsights has no relationship with any of these tools, we just want to help readers looking to utilise landing page testing tools by pointing them to quality providers.
Key things to consider before purchasing and using these tools:
Ease of use of setting up tests
Integration with CRM systems you use or plan to use
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Using machine learning and predictive intelligence in the B2B Buyer journey
AI (Artificial Intelligence) has become a business buzzword this past year, even featuring in the mainstream media. AI includes any kind of computer program which actively seeks to mimic a human capability, such as understanding speech, recognizing images or responding to questions. When it comes to using AI in the sales cycle, there are two technologies which are particularly useful, and it’s worth drilling down and understanding them rather than focusing on the nebulous term ‘AI’. These are Machine Learning and Predictive Intelligence.
These two technologies can work in tandem to provide your sales team with a way to target the hottest and most qualified leads, and thus save time and bring in more revenue.
The graphic below shows the range of different artificial intelligence, machine learning, and propensity modeling techniques which can be applied and different stages of the customer lifecycle.
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