'Research' Category

2015 Just Around the Corner: So What’s the Skinny on Digital Marketing Trends?

Posted by Neal Leavitt on October 26th, 2014 at 4:37 pm

Quality content. Content marketing. Mobile-friendly content. Ad retargeting.
Scores of pundits and prognosticators awake and arise this time of year from their marketing crypts to make predictions, outline scenarios on what they see as hot digital marketing trends for the upcoming year. And we see a lot of those aforementioned terms – and others – you know what some of them are - year-after-year, being bandied about and re-purposed.
To use some pirate vernacular, “arrrggggghhhhhh!”
All good-intentioned, most impart a lot of useful info-nuggets but it’s easy to get lost in the morass.
So is there anything really interesting that might help drive awareness of products/services, and ultimately sales next year?
Yup.
Internet Retailer recently did a search marketing survey (full results being published in November) from mid-September to mid-October encompassing responses from 95 participants; about two-thirds identified themselves as working for web-only retailers.
Some interesting survey snippets:
• 46.2% reported increased traffic to their e-commerce sites over the past year through natural, or organic search;
• 32.9% generated at least half of their online sales through their paid search and organic search programs combined;
• 40.3% said their search marketing budgets increased over the past year;
• 53.3% said they would increase their pay-per-click search spending... Read more

Startup Marketing Conference: Conversion Hacking The Brain

Posted by Kent Lewis on October 23rd, 2014 at 2:16 pm

One of the Godfather’s of landing page and conversion rate optimization, Tim Ash, CEO or SiteTuners, kicked off the afternoon sessions at Startup Marketing Conference. He felt obligated to start at the bottom (of the brain), as it affects how we design successful LPO/CRO campaigns.
For starters, your reptilian brain is…

Lazy
It likes simple choices
It has no patience
It’s automatic

And we as human animals survive by following the four F’s:

Fight (within seconds of meeting people, we figure out how we would kill them)
Flight
Feed (we need to eat to stay alive)
Fornication

Then Ash touched on how your brain actually works*:

Is it dangerous? -> Deal with it or, if yes…
Is it novel? -> Ignore it, or, if yes…
Consciously explore it.

*95 percent of our actions are pre-conscious.
Then Ash revealed The New Sales Funnel:

The Brain Stem
Limbic System
Neocortex

The goal is to make sure consumers have a small number of clear choices. He adds a caveat in regards to The Long Tail, where more choices are better, but only for specific situations (like looking for music, a book or movie). It doesn’t work when making business decisions (whether it be a pen or marketing automation platform). Here are a few LPO/CRO strategies:

Remove similar choices (they are distracting) and keep it... Read more

Report: Social Media Benchmarks for 5 Industries

Posted by Doug Schumacher on October 15th, 2014 at 12:07 pm

One of the more popular reports we publish are benchmarking reports. As every industry is different, it’s interesting to see how KPIs like fan counts and engagement rates track across different industries, as well as across brands within the same industry.
This report takes a look at 5 major industries: Snack Foods, Fashion Retail, Pet Food, Luxury Auto and QSR Restaurants, assessing each on two major social media KPIs. Fan count, and engagement rate. The networks they are analyzed on include Facebook, Twitter, YouTube, Instagram, Google Plus and Pinterest.
Key Takeaways

Facebook is still the dominant network in each industry. There’s only one industry, Luxury Autos, in which Facebook has less than 80% of the total average community size.

Instagram leads significantly in engagement rate in every industry profiled.

Google Plus is showing both strong community size, and even more surprisingly, high engagement rates, in several of the industries.

Luxury Fashion: 3 Social Media Campaigns from September

Posted by Doug Schumacher on October 9th, 2014 at 11:10 am

Luxury fashion brands play well with social media. With social media becoming more and more visually-driven, it’s put this category in an even better position to maximize impact with highly graphic content.
This report takes a look at 3 of the more prominent campaigns that ran during the month of September, 2014. The brands analyzed are Burberry, Louis Vuitton, Chanel, Dior, Versace, Gucci, Armani, Dolce & Gabbana and Calvin Klein.
Key Takeaways

Numerous campaign themes evident within a single month

Industry is trying a range of messaging tactics: branded content, product launches, event coverage, publicity

Network performance varies greatly, with Facebook offering reach, and Instagram high engagement levels

The Most Effective Holiday Discount Offers

Posted by Katya Constantine on October 6th, 2014 at 5:49 pm

Holiday retail season is almost here! Bring on Chrismukkah, Cyber Monday and Festivus! Soon, many companies will start to offer an array of discounts to boost their holiday sales. Offering a discount is easy enough, but what type is most effective?