Archive for the ‘ B2B ’ Category

Increase ROI and Confidence in the Media Mix

The top challenge marketers face this year is increasing or proving marketing ROI.  Part of the problem is 50% of advertisers aren’t confident in their own media mix.  A surprising 55% of advertisers aren’t confident they know and understand how to effectively reach and influence people along the customer journey.  One of the root causes…

The top challenge marketers face this year is increasing or proving marketing ROI.  Part of the problem is 50% of advertisers aren’t confident in their own media mix.  A surprising 55% of advertisers aren’t confident they know and understand how to effectively reach and influence people along the customer journey.  One of the root causes of this dilemma is they’ve been unable to measure campaign results across isolated media channels and big data silos.

 

So, what can be done about this problem?

 

The obvious answer is to improve campaign measurements so ROI and media effectiveness will reveal themselves, but I suspect most sophisticated marketers are already pushing the limits of tracking reports.

 

abilitytotrackroibychannel

 

What if there was a way we could measure the impact of channels that are currently limited in their own tracking capabilities?

What if we could also increase wholesale lift across the board at the same time?

 

Let’s take an example of a campaign running across channels, using the audience targeting features each network or site has available.  Just because we instruct Facebook and AdWords, for example, to target the same profile of person doesn’t mean those same people will be served our ads in both places.  If we’re doing a good job there has to be some overlap, but there’s no reliable or measurable way of seeing that.

 

Compare a different approach where we force an overlap of most of the people targeted in the campaign.  These isolated channels and platforms on their own, or using a management tool like AdRoll, don’t have the ability to force this audience overlap.  Fortunately, there are marketing data firms that provide the one-to-one targeting data to ensure the same people see ads in a truly omni-channel experience for each person.

Anytime an impression, click, page visit, or site conversion comes from an ad unit served to the overlapped audience, you will automatically know that person was also influenced by all the other channels in the mix.  If you weren’t serving ads to the same people in all channels you wouldn’t know the total impact each channel has on the customer journey.  By forcing the overlap of audience targeting you have the ability to aggregate the total impact and ROI of this mix-within-the-mix.  This approach has resulted in campaign performance increases of up to 66%.

 

Going back to our original problem of increasing and proving ROI, there is a light at the end of the tunnel.  Reaching hyper-targeted audiences one-to-one across channels has been proven to boost campaign performance.  This approach gives marketers the ability to measurably prove the ROI, boosts confidence in the media mix, and increases performance all at the same time.

 

 

Based on Getting Digital Right by Millward Brown Digital

Winning Content and Customer Experiences

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns. Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX: 90% – Desktop…

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns.

Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX:

  1. 90% – Desktop website experience
  2. 86% – Mobile website
  3. 85% – Email
  4. 79% – Telephone support / sales
  5. 77% – Digital advertising
  6. 76% – Social media

 

Content distributed through these touchpoints tends to perform better if it falls within these categories:

Best performing content is 3 times more likely to be emotional. Perhaps this is stating the obvious, but content that provokes excitement, anger, hope, sadness, or anxiety get our attention. Pulling on heartstrings still works and cements the experience in our minds.

Content with rankings and comparisons drive more engagement. This airport rankings comparison is an example of easy-to-digest content that pulls in readers to find which detail is important to them.


Combine relevant topics with familiar touchpoint data. For example, people know and understand Instagram. If travelers are looking for top points of interest in a state they want to visit, this chart gives a quick snapshot using a reputable platform’s crowdsourced data.


Knowing and targeting your audience is crucial to delivering your valuable content through the most engaging touchpoints. People don’t want to see every offer or message from every brand. Content and CX strategies that match the desires of your best customers will give your content the highest value in their minds. Hyper-targeting audiences based on demographics, past behavior, purchase history, geography, and lifestyle interests delivers the customer experience your audience wants.

Personalizing the experience should be done wherever possible. Strategies can include discounts based on browsing history, greeting people by their name in emails, or tailoring offers to micro-segments. This is a huge part of the overall customer experience and can add real value to the bottom line:

  • 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
  • 86% of consumers say personalization plays a role in their purchasing decisions (Infosys)
  • 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invesp)
  • 40% of consumers buy more from retailers who personalize the shopping experience across channels (Monetate)
  • 80% of consumers like when retailers emails contain recommended products based on previous purchases (Listrak)

Marketers have an opportunity to set their brands apart by offering better digital experiences and more relevant content. A study by Accenture revealed that “customer experience is at the heart of digital transformation”. 56% of companies look at the impact of digital in relation to customer experience and 80% of firms use third-party providers for at least one part of their digital transformation. The report also said that, “Companies are focusing on digital channels to make customer interactions more engaging: 63% are planning to enhance their online experience, 46% are looking to add or improve their mobile offerings, but only 39% want to improve their in-store experience.” Consumer preferences are clearly driving how brands change the way they distribute content and create digital experiences.

 

This post is based on articles from MarketingLand and Business 2 Community

Publishers Rely on Email to Drive Readership

  Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.…

 

Publishers have been increasing their reliance on email tactics to drive traffic and readers to their websites. 41% of publishers credit email marketing for driving more than a quarter of total revenue, compared to 24% for general marketers. Research from The Relevancy Group also found that emails sent by publishers have higher engagement rates.

“Email marketing is being relied on more heavily today than ever before, and the data indicates that publishers depend on it even more than most,” says Nicholas Einstein, vice president of research and principal analyst at The Relevancy Group.

Email is a top traffic driver for Buzzfeed.com, shared Kraig Swensrud, CMO of Campaign Monitor. Google Analytics reporting confirmed that email is a crux of readership engagement for that media company. He also said that email is becoming more common in the media industry because they need new ways of keeping in touch with readers on a continual basis.

“Publishers, who rely on email even more than others, have specialized requirements, and often need to leverage different strategies, tactics, and tools to drive their core business objectives,” says Einstein. “Those who allocate resources on six key areas of focus will be well positioned to take advantage of the tremendous opportunities that channel proliferation, and the current evolution towards distributed content, currently present.

The recommended six focus areas to optimize publisher email campaign performance are:

  • Optimize at the top of the funnel
  • Showcase highly relevant content
  • Operate mobile-first
  • Use A/B testing
  • Multichannel integration
  • Identify and leverage key market influencers

 

Post based on MediaPost article

Email Advertisers Should Stop Ignoring Mobile

  “75% of Americans simply delete emails if they aren’t optimized for mobile” Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by…

 

“75% of Americans simply delete emails if they aren’t optimized for mobile”

Email campaigns with responsive mobile designs see dramatically higher results. Consumer engagement with email messages are largely influenced by the email’s design. Emails optimized for mobile reading achieve 24% higher clicks on average. Full responsive design emails see click-to-open rates increase by 55% on mobile devices and 23% on desktop.

Revenue growth is directly impacted by how people interact with email messages on mobile devices. Mobile was responsible for a quarter of all email-driven revenue in the 2015 holiday shopping season. Online mobile purchases increased 15% year-over-year in Q4 of 2015 compared to only 13% for desktop. It shouldn’t be surprising how critical mobile design is for driving email advertising ROI.

Mobile holds a major share in the email advertising world with 69% of all opens happening on a mobile device, compared to fewer than a third of opens on desktop only. Marketers are missing huge opportunities to gain customers and build awareness because only 17% use responsive design in every single email. This is critical for digital campaign success because 75% of Americans simply delete emails if they aren’t optimized for mobile.

 

Post based on MediaPost article

In-the-Trenches View of Ad Blocking

Written by Chris O’Neill | @chrisoneillpro   A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.   How…

Written by Chris O’Neill | @chrisoneillpro

 

A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.

 

How are media professionals dealing with this issue?

  • Diversifying across media channels so issues with display will have less impact
  • Deciding that people who choose to block ads aren’t a qualified audience anyway
  • Increasing native, social, email, and blog efforts because they are not blocked
  • Relying on outside media partners to manage the situation
  • Using this as a wakeup call to re-evaluate opportunities for effective non-display tactics

 

What work still needs to be done?

  • Identify qualified people without ad blockers to ensure they get added to targeting pools
  • Know definitively how many people actually use ad blocking, to accurately quantify potential impact

Why Email Marketing Still Matters to Building Products Brands

Originally published by the fantastic people at Point To Point LinkedIn, Facebook, Pinterest, Vine, Instagram, Periscope—and the list goes on and on. With all these ways to connect, it looks like email is on it’s way out, right? Wrong. In fact, more people use email today than ever before. Which is great for building products brands…

Originally published by the fantastic people at Point To Point

LinkedIn, Facebook, Pinterest, Vine, Instagram, Periscope—and the list goes on and on. With all these ways to connect, it looks like email is on it’s way out, right?

Wrong.

In fact, more people use email today than ever before. Which is great for building products brands that need to connect with their audience. According to a recent report, more than 3.8 billion people have email accounts.

Whatever the channel, each digital connection still depends on great content and context. Remember what we said here? If the email is not tailored or educational, it will have hard time breaking through no matter what stage the buyer is in. And the only way to ensure the content is tailored is to always, always, know your audience and approach email marketing as a part of an overall Inbound Marketing strategy.

Here are five more reasons why email still matters to the building products industry:

It’s a 1-on-1 relationship.

Email is a direct connection to builders, contractors and consumers. No matter where they’re at, on the road or the jobsite, they have access to email.

Refresh, refresh, refresh.

If you’re like everyone else in the world, you check email multiple times everyday. And contractors regularly catch up on email during lunch hours. That gives companies an opportunity to hit them with content consistently.

Email has a long shelf life.

Unlike banner ads or mailers, email has the opportunity to stay in an inbox for a long time. That works especially for hard-working suppliers, builders and buyers.

95% of online buyers use email.

Whatever a builder or contractor chooses to buy online from bulk products to small supplies, chances are they have an email account. And from it comes notification, reminders, shipping dates and so forth.

More people prefer email over other forms of marketing.  

Email is an easy way for builders and contractors to control their brand experiences on their terms. If the content isn’t relevant, they simply trash it and move along. Otherwise they can keep it in their inbox and decide later when to read it.

Any way you look at it, there’s one thing clear about building product brands. They’re all about information. Whether it’s the latest specs, newest products or simply an easier way to do something, email is the key for dispersing that info to your time-driven audience. It is a lifeline that still in it’s old age has yet to become last year’s marketing technique.

Is Your Vendor Padding the Numbers?

  Posted By: Chris O’Neill, VP, Business Development, Future Flow Media   There seems to be a large discrepancy between what many digital media vendors report and what they’re actually able to deliver.  This sets expectations for campaign performance way off base and lets dishonest vendors continue operating. Let’s use some benchmarks for email campaigns as…

 

Posted By: Chris O’Neill, VP, Business Development, Future Flow Media

 

There seems to be a large discrepancy between what many digital media vendors report and what they’re actually able to deliver.  This sets expectations for campaign performance way off base and lets dishonest vendors continue operating.

Let’s use some benchmarks for email campaigns as an example.

House list campaigns have the best performance because subscribers are so engaged with the brand they took the time to opt-in directly.  Average open rates are in the 20-40% range with click-through rates (CTR) in the 4-6% range (percentage of emails sent). (eMarketer, 2015)

3rd Party/Prospect/Rented list campaigns perform differently because though they opted in to receive offers via email, they don’t yet have the loyalty and rapport as the house list subscribers.  These campaigns average 9-10% opens and 1-1.5% CTR (percentage of emails sent). (eMarketer, 2015)

FYI: Email is still an amazingly effective tool to contact unreached or under-engaged audiences, IF you use the right partner with confirmed permission-based 3rd party opt-in data (no spam and no risk to your brand). 68% of consumers rate email as their number one method for staying in touch with businesses compared to just 5% via social media. (Constant Contact, 2015)

What happens when an email list rental vendor claims to have achieved 25% opens and 5% CTR on a campaign?

  1. They could be sending out more emails but not taking them into consideration on the report, artificially inflating the numbers.  If the order was for a 100k email drop, but they actually sent 300k (without telling you), the report would show 3 times higher open and click percentages.  Are those extra records targeted recipients or just random data to generate extra activity?
  2. I hate to say it, but there are companies out there that pay people for clicks or use some kind of bot to simulate email traffic.  The best thing to look out for when evaluating a new (or current) vendor is to simply ask yourself whether their claims make sense.  Are their performance promises, or campaign reports, somewhere near the ballpark of what industry benchmarks say they should be?
  3. There can be exceptions and homeruns with email campaigns, but not all the time.  The campaigns we run here at Future Flow Media average 10-15% opens and 1-2% CTR and periodically see higher results because of our optimization expertise.  Don’t be alarmed if you have a successful campaign, just be observant of what “normal” is and should be.  When you compare campaign metrics to industry benchmarks and it looks too good to be true, there’s probably something fishy going on.

3 Ways to Not Poison the Pool

  Posted By: Chris O’Neill, VP, Business Development, Future Flow Media   Many of our clients have recently asked about how to increase the quality and reach of their re-targeting pools and marketing databases. I thought you also might be interested, so here’s my two cents on the matter: Adding new people into a marketing database or re-targeting…

 

Posted By: Chris O’Neill, VP, Business Development, Future Flow Media

 

Many of our clients have recently asked about how to increase the quality and reach of their re-targeting pools and marketing databases. I thought you also might be interested, so here’s my two cents on the matter:

Adding new people into a marketing database or re-targeting pool can be challenging – especially trying to capture the right people that match ideal customer personas. Many companies either fail to tag the most valuable web visitors into their re-targeting pool or indiscriminately tag everyone regardless of quality or interest. Other companies will buy email lists (yes, this still happens), load them into their ESP, and let the spam fly.

What are the best ways of increasing hyper-targeted audience reach and engagement?

  1. Use multi-channel re-targeting to keep the highest quality customers interested in your offers. Web site visitors who are re-targeted with display ads are 70% more likely to convert (cmo.com). The effectiveness is even higher (and still growing) on mobile devices.
  2. Email is still an amazingly effective tool to contact unreached or under-engaged audiences, IF you use the right partner with confirmed permission-based 3rd party opt-in data (no spam and no risk to your brand). 68% of consumers rate email as their number one method for staying in touch with businesses compared to just 5% via social media. (Constant Contact, 2015)
  3. Be diligent and selective with online assets, landing pages, and traffic drivers. Make sure that campaign-specific landing pages aren’t missing the re-targeting code. Segment people, wherever possible, between generic web visitors and people that show you by their actions how interested they are.

 

 

5 Steps to Effective Content Marketing

Content marketing is one of the top five most used lead generation tactics, according to the MarketingSherpa 2012 Lead Generation Benchmark Report. It is a great way to build a relationship with your customer by offering them something valuable in exchange for subscription (to your newsletter, etc). It is a way to convert attention into…

Content marketing is one of the top five most used lead generation tactics, according to the MarketingSherpa 2012 Lead Generation Benchmark Report. It is a great way to build a relationship with your customer by offering them something valuable in exchange for subscription (to your newsletter, etc). It is a way to convert attention into interest, so that when they actually need your services, you, and not your competitor, will be the first thing on their mind. Here are five steps from a recent MarketingSherpa webinar to make the most of content marketing:

1.      Map your existing content across the funnel

You’re relationship with your customer should involve moving in microsteps toward a final commitment. Each time they answer “yes” to the next offer, they are moving along the funnel to the ultimate goal. When you’re mapping your content, the goal is to simplify and sequence your content to continuously nudge prospects along your funnel.

 2.      Craft a biographical sketch of your ideal customer

Often, a message that seems clear to you can be confusing to your customer.  As a marketer, you have to learn to see your offerings through the eyes of your customers. Try to imagine who your ideal customer is, and then get into his/her head. Think about their needs. Content must be relevant, important, and urgent.

 3.      Identify content distribution channels in which you have the greatest potential influence

Once you have created content, you need to effectively get it in front of the right people at the right time. One can measure the potential influence of a channel with three criterion/factors: Reach (how many people you’re influencing), capacity (to what depth are you influencing each person), and intensity (to what degree can each person you’ve influenced enact change).

 4.      Connect Decisions

Create a clear connection from the relational, to the transactional, to the contractual commitments that make up your funnel. Marketing only exists where choice exists, and a marketer’s job is to influence choice. Think about how you are going to influence someone to take the next step.

 5.      Optimize your message at the transactional and then contractual transitions in your funnel

Once you have the connection, you’ve got to get the message right. The value proposition is key.

To learn more about effective content marketing, watch the full web clinic by Marketing Experiments.

CPG Spotlight: Regrowing Brand Loyalty

Over the past three years, many Consumer Packaged Goods marketers like you have seen brand loyalty decline as consumers changed their shopping behavior in response to ongoing economic hardship. You need to work harder on building closer relationships directly with consumers. In this highly competitive environment, you need to redefine value and differentiate your products…

Over the past three years, many Consumer Packaged Goods marketers like you have seen brand loyalty decline as consumers changed their shopping behavior in response to ongoing economic hardship. You need to work harder on building closer relationships directly with consumers. In this highly competitive environment, you need to redefine value and differentiate your products for specific customer niches based on quality and branding instead of on price. But building that close relationship is extremely difficult unless you can reach precisely the right people at the right time with the right message.

Top CPG marketers have successfully used Hyper-Targeted Email Advertising to combine hundreds of very specific demographic, psychographic, and behavioral characteristics to connect with and emotionally engage a precisely-targeted audience for a particular offer. They have effectively promoted a wide range of products, including:

  • food products to people who enjoy cooking
  • pet products to pet owners in a specific income bracket
  • a new health drink to higher-income people interested in a healthy lifestyle
  • a low-calorie snack to women who are dieting
  • eco-friendly cleaning products to “green” consumers
  • with a little imagination, the possibilities for targeted campaigns are endless

To learn more about email list rental for consumer packaged goods, read the full Spotlight on Hyper-Targeted Email Advertising in the CPG Industry.