'Opinions' Category

5 deadly mistakes in email marketing

Posted by Andy Shore on July 22nd, 2014 at 7:44 am

There are some things an email marketer can do that while they won’t kill you, they will make you dead to your subscribers. They’re innocent enough mistakes and some not totally egregious errors. However, when not taken into consideration ... they can mean the difference between email marketing success and failure. Here are five deadly mistakes made in email marketing.
Unbalanced content
Big blocks of text make everybody’s eyes glaze over. They’ll scan for anything in bold and headlines and probably ignore all the copy you worked hard on crafting. All the same, emails with too many photos will probably land you in the spam folder ... or at the very least go unseen thanks to inbox clients with images automatically disabled.
Neglecting list hygiene
It’s easy to see the logic that the more people you have in your email list, the more chances you’ll have to make a sale. Bigger isn’t always better, though. Actually, if you keep subscribers in your list that aren’t opening your emails, it can start to hurt your deliverability. Say you send a monthly newsletter. If a subscriber hasn’t opened your last six emails, they probably don’t want to receive them any more. They’re just too lazy to... Read more

Big data in marketing: What it's good and not good for

Posted by Shawn Aguilar on July 22nd, 2014 at 7:00 am

Big data has been revolutionizing the way business and institutions create their strategies, forecasts, and predictions. However, for every big data success story, there are more big data failures. Nate Silver addresses this in his latest book, “The Signal and the Noise.” He dissects scenarios where big data has been essential to forecast predictions across a diverse array of fields like weather, finance, and real estate.
What’s most interesting, is even with terabytes of data, how many of these predictions failed. This happens not only in the fields listed above, but in the world of marketing. As marketers, we have predictive analytics, dashboards, data providers, and other tools which help us gain as much insight as possible and yet, there are times when our efforts completely flop. Why does that happen?
It’s Great When Big Data is Accurate
Meteorologists have been able to greatly increase the accuracy of their predictions over the last two decades. This has happened because they not only understand all the data they collect, they also understand the context behind the data itself. They know exactly how tornadoes form, how tropical storms turn into hurricanes, and are able to collect incredibly accurate data on these events.
Marketers also have access... Read more

You've amassed all this great visual content — now what?

Posted by Nate Holmes on July 21st, 2014 at 9:30 am

One of the biggest issues content marketers face today is content creation. Part of a strong content creation mix is visual content. You know the importance of visual content, that's why you're investing in images, infographics, slide decks, videos, and photos. Whether you create it, curate it, or purchase it -- having quality content is just the start. Once you've amassed all this great visual content -- here's what you need to do with it.
Put it to work
No brainer - right? Content isn’t for content’s sake. It’s to attract, educate, and cause action from consumers. To do that, you’ve got to share and distribute your visual content. Obvious channels for sharing visual content are your social networks. Platforms like Facebook and Twitter have become much more visual. While Pinterest and Instagram are entirely based on visuals. But there’s more work to be done. Do you have an email newsletter? Placing a clean, branded animated GIF in an email can be a great way to grab attention. Websites like Slideshare, are designed to distribute a specific type of visual content. How ever you’re putting your visual content to work, make sure you’re putting it in front of your intended audience.
Put it... Read more

Selling Your Personal Data: Is It Worth It?

Posted by Neal Leavitt on July 20th, 2014 at 3:00 pm

Last year a student at New York University threw out an interesting challenge – via a Kickstarter campaign, he offered to divulge 60 days worth of private data gleaned from his digital devices.
He raised $2,733 from 213 backers.
And earlier this year, a research team at the University of Trento in Italy reeled in 60 people and their smart phones to participate in an experiment that recorded various personal details and created a marketplace to sell the data. These included phone calls, apps being used, time spent on them, photographs taken, and users’ locations 24/7.
Each week, as reported by MIT Technology Review, the participants took part in an auction to sell the data, e.g., they might want to sell a specific GPS location or total distance traveled, or locations visited on a given day.
While reporting all results could be the topic of another post, in brief, Jacopo Staiano, who headed up the research team, said there were a few key findings:
• Location is the most valued category of personally identifiable information;
• Participants valued their information more highly on days that were unusual compared to typical days;
• People who traveled more each day tended to value their personal information more highly.
Almost 600 ‘auctions’ were... Read more

The (r)evolution of the marketer

Posted by Jenna Watson on July 18th, 2014 at 7:00 am

The processes of evolution and revolution both bring change, but in different ways and in different time frames. Evolution slowly weeds out those who cannot cope with a changing reality, while revolution involves dramatic and sudden change that can make a strategy, system or way of thinking obsolete overnight. Today, smart marketers are realizing that they can no longer approach their programs and relationships in the same way they’ve “always done it.”  Consumers dictate when, how and where they want to interact with brands, not the other way around. They hold the power to make your brand relevant or, equally possible, irrelevant. It is with this foundational shift that marketers must base their decisions and strategies.
Marketers who haven’t evolved will be outpaced by those that have; those that have evolved are leading a revolution that will place further pressure to change on those left behind. So what does a (r)evolutionary marketer look like?
Daring but not Careless

Photo credit
The (r)evolutionary marketer is first and foremost a calculated risk taker. In their approach and decision-making process, they will thoroughly explore both known avenues and lesser-traveled routes. If a new path makes sense for their business and their objectives, they’ll happily take it (even... Read more