'Opinions' Category

7 core takeaways from the Facebook PMD Summit

Posted by John Bohan on October 30th, 2014 at 3:23 pm

On 10/22 I had the fortunate opportunity of attending the Facebook Preferred Marketing Developer (PMD) Conference. Here’s a quick summary of the top 7 things that marketers can benefit from today.

Closing the Loop
Twenty years ago Internet marketers made the promise that the web would close the marketing loop from ad exposure to purchase.  Facebook continues to show its commitment to answering this question.  By working with an advertiser’s loyalty database, Facebook can create two groups: one that sees ads and another one that does not.  By matching the email address used in Facebook and the loyalty program, marketers can then measure how much one group purchased versus the other.  Digital media has always provided obstacles to such a test as users have multiple browsers on multiple devices (computer, phone, and tablet) so it’s been impossible to obtain a clean test of a non-exposed group.
Click and CTR Don’t = Sales
It’s no surprise that clicks don’t equal sales but the most interesting thing I learned is that optimizing to clicks is actually detrimental to sales. Clickers are 10x more expensive than non-clickers and 90% of the buyers of a product do not click on ads. . Brands should optimize toward known online... Read more

Customer acquisition and retention strategies in fashion

Posted by Ross Kramer on October 30th, 2014 at 9:10 am

I recently had the opportunity to moderate a panel of leading fashion retailers at Fashion Digital New York that focused on the ever-challenging topic of customer acquisition and retention. Prior to our discussion, the morning’s keynote speaker had left attendees with the edict that it’s their collective job to create fantastic experiences online to increase purchase intent in retail. It was a perfect lead-in to our session, because it’s those experiences that set the table for customer acquisition and that position retailers’ brands for better retention over time.
But while that may sound simple, it’s easier said than done. At Listrak, we’ve compiled data from nearly a thousand retailers over several years that shows that a mere 15-20% of customers buy from a retailer’s website more than once. The vast amount of choices online has resulted in reduced customer retention and loyalty, making it a larger hurdle than ever for retailers to turn first-time buyers into two-time buyers, the crucial step that doubles the likelihood that they will purchase again.
In our discussion, our panelists shared the latest acquisition and retention strategies they’re implementing:
Storytelling

Retailers need to amplify the experiences of Brand Influencers to tell their stories online. For example, one retailer has... Read more

Research: Keyword Domains Still Unlock SEO Opportunity

Posted by Dima Beitzke on October 30th, 2014 at 8:42 am

A research project announced today studied 10,000 URLs to determine that keyword domain names still hold significant SEO value and can provide measurable ROI. That’s pretty good news for marketers, but to understand the issue fully, it’s worth a quick history lesson.
The Background
Keyword domains have traditionally played a large role in influencing search results. It stands to reason that if someone types a specific word into a search engine, websites that contain that word within their domain name probably have relevant content that the user is seeking. Eventually, this became a not-so-secret method to help sites achieve a top ranking and abuse of keyword domains (on low quality sites) forced Google to dial back their influence.
Google’s search rankings are determined by a myriad of factors – and the search giant keeps a tight lid on its secret formula – but from time to time it drops hints about adjustments that it’s making. Over the past few years, Google has made many references to how it would adjust its search engine to reduce the impact that keyword, or exact match domains (EMDs) have. Almost overnight, marketers began abandoning keyword domains as part of an SEO strategy, and as a result prices... Read more

Infographic: The Most Popular Candy Brands This Halloween

Posted by Michael Hussey on October 30th, 2014 at 7:00 am

StatSocial analyzed the followers of the largest candy brands on Twitter to provide the demographic and lifestyle information about these users. We “harvest” this information from public sources like Twitter and 60+ other social sites, including blogs, to understand who they are and what they like.
Part of our analysis includes a metrics we call "Twitter Pull" which measures the audience of a Twitter account's influence based on their second degree connections - their follower's followers. After running reports on each candy brand's account, we were able to rank the most influential by this metric.

Top tweets and pics from the iMedia Breakthrough Summit

Posted by Lizzie Serber on October 29th, 2014 at 12:29 pm

The iMedia Breakthrough Summit this October in Atlanta, Georgia was focused on innovative partnerships, concepts, and ways of doing business. So it's no surprise that some of the most cutting-edge marketers and solution providers were in attendance to take full advantage of a collective intelligence pool the size of Stone Mountain itself. Here are some of our favorite social media moments from a fantastic iMedia Summit:
Nichole Kmiec - @nicholekmiec - Happy to hear that agreeing on 'what does success look like' is difficult for all companies. There is no one size fits all. #iMediaSummit
Adam Telian - @ATelian33 - I just coined "programative." Mark your calendars! I made it up! Programmatic native buying is the next thing. #trademark #imediasummit
Michael Konowicz - @mjkonowicz - @Walgreens's @adamkmiec has his 5 & 7 year-old on @twitter. Are your senior leaders / clients on Twitter too? #imediasummit
Doug Robinson - @freshdigitalgrp - @LinaChirps - When it comes to technology, we have to fight the urge to say 'it can't be like that.' Because it likely can #imediasummit
Nic Yakimchuk - @nicyakimchuk - "Perfect is the enemy of good" @LinaChirps Short, wise and functional! #imediasummit
Courtney Hanson - @courtchanson - @KlicklyTeam is a cool tool for #nonprofits to get... Read more