Tagged 'online marketing'

How to Calculate ROI for Customer Experience

Posted by Tony Quin on November 8th, 2013 at 9:45 am

If you’re a marketer, you hear the term customer experience a lot. It’s a convenient catch phrase for all the experiences that a consumer has with a brand from awareness to advocacy and it’s the product of user experience design (UX) work, which focuses on creating superior customer experiences.
While many people intuitively understand that customer experience is pretty important, however, they don’t always see the value of user experience design. Value is the keyword here because at some point you are probably going to have to justify an investment in UX.
For example, the ROI (return on investment) of the user experience for a website has been a comparatively easy to figure out in the digital world. You can value and compare the conversion rate before you redesign a website using UX and also afterwards. Improvements in simplicity and relevance invariably deliver better results, which can be easily measured. The calculation gets harder when a brand has to consider investing in a unified customer experience strategy and execution, however.
Since people hop from channel to channel so quickly and frequently today, a brand can’t have a good experience in one place and a lousy experience in another, especially when all it takes... Read more

2 Reasons for Conversion Rate Optimization Failure

Posted by Edmafe Eclavea on November 4th, 2013 at 5:16 am

With the growing popularity of conversion rate optimization (CRO), it’s not surprising that more and more digital marketers (and agencies) look at it as a panacea for the dismal performance of their online businesses. And it’s true - done really well, optimizing your website and digital campaigns for conversions can have a tremendous positive impact on the bottom line.
There are, however, certain things that could hinder you from achieving that double digit conversion lift you’re dreaming of. Before you excitedly start testing or tweaking web pages, learn the two reasons testing will not work for you. Well, at least, not for now.
Your Website Sucks Big Time
Before you pull all of your hair out or dismiss website optimization as a big hoax, it might be a good idea to step back and take a long, hard look at your website.
You see, split testing (and its more advanced counterpart, multivariate testing) can help you increase conversions but ONLY if your website does not have fundamental design and usability problems. SiteTuners CEO and CRO expert Tim Ash emphasizes the importance of tackling serious website problems prior to launching your tests by stating that “testing inside a pile of garbage is not a good... Read more

Response is not always RESPONSE

Posted by Bill Guild on November 1st, 2013 at 7:42 am

Ad responders are clear about their preferred methods and channels for responding to ads.
Every year ChoiceStream polls consumers to find out how they think and behave around digital advertising, and every year I learn something new and actionable.  This year’s ah ha moments didn’t come from one specific question, but from the combination of several questions and our experience in programmatic campaign optimization.  We cross tabulated several questions and interpreted results from one cross tab in light of the results from others then matched those findings to our experience optimizing campaigns.  Here’s what we learned.
Survey Finding: More people respond to ads by searching or browsing than respond by clicking.
Programmatic Experience: Optimizing for clicks takes a completely different campaign setup than optimizing for conversions.  Usually optimizing for clicks will reduce conversions.
Take-away: If your attribution model doesn’t give significant credit to view-throughs you are: a) missing more than half of the effect of your ads, and b) giving your advertising partners incentive to hunt clicks instead of hunting customers.

Survey Findings: 1) The percentage of people who have shopped at least once on a mobile device is catching up to the percentage of people who have shopped on a computer (see the... Read more

3 Skills Every Marketer Should Learn, Digitally or Not

Posted by Danny Groner on October 7th, 2013 at 10:37 am

With a little old-school intuition combined with new-age thinking, you can rise to the top of your industry.

Legal concepts every social media marketer should know: Part III — Use of third-party images, graphics, and content

Posted by Fernando Bohorquez Jr. on September 11th, 2013 at 6:00 am

This post is co-authored by Alan M. Pate.
It’s often said that imitation is the sincerest form of flattery. But when it comes to running an online marketing campaign or social media site, imitating (or straight-up copying) other peoples’ content can be the quickest way to an expensive lawsuit. In this third installment of “Legal concepts every social media marketer should know”, we’ll run down the best practices for digital marketers using third-party content in their campaigns. Chances are, whether it’s your website design, the models in your ads, or even the code in your mobile app, somewhere, somehow, your campaign may include content licensed or purchased from a third-party. A little knowledge of the common pitfalls in using third-party content can go a long way in ensuring your campaign doesn’t get derailed by a lawsuit or the threat of one. Be sure to also check-out “Legal concepts every social media marketer should know: Part I -Consumer Privacy" and “Part II: Rules of the Road for Online Advertising” and stay tuned for the last installment on user-genrated content.
Part Three: Use of Third-Party Images, Graphics, and Content
Word to the wise – if you think dealing with legal is a pain,... Read more