Jeffrey Graham, director global ad research, Twitter, delivers ARF Re:Think 2015 keynote

Posted by Lizzie Serber in Opinions on March 23rd, 2015 at 12:20 pm

The Advertising Research Foundation Re:Think 2015 conference, which discussed the ways in which marketers can drive growth and build brands in a rapidly changing, fragmented landscape, took place March 16-18 in New York City. Day three, focused on re:thinking the future, kicked off with a keynote address from Jeffrey Graham, director of global ad research at Twitter, which tackled the ways in which the Twitter research team is translating social media into business impact.

Graham began by setting the stage: What is Twitter exactly, and how do users (read: consumers) use the platform? He broke down his Twitter use (photos of kids, team accomplishments, sharing and consuming content, travel photos, and career highlights), but more importantly, he shared how Twitter captivates its audience so well:

  • Live: Graham's research team found that broadcast viewership, especially around sports, awards, breaking news, and other popular events, shifts to Twitter during notable moments. As the Twitter stream is a constant live feed, this allows users to follow the action in real time.
  • Public: Unlike some other popular social media platforms, Twitter is not just a place for users to connect with friends. The public nature of Twitter allows users to enjoy the same connection with friends,...

A Guide to Creating Effective, High-Converting Infographics

Posted by Anna Johansson in Creative Best Practices Media Planning & Buying on March 20th, 2015 at 7:30 pm

You’ve probably seen infographics on other people’s websites and thought how neat it would be if you could utilize this powerful visual platform in your own marketing campaigns.

The good news is you can. Infographics are relatively easy to create and -- when used properly -- often attract a high ROI.

The value of infographics

Did you know that as much as 90 percent of the information gathered by the human brain is visual? On top of that, your mind processes pictures and images 60,000 times faster than textual content.

Infographics can include both visual and textual items, and the array of colors, graphs, and images make them incredibly powerful.

Visual content also does a great job of connecting the dots. Infographics are able to break down difficult concepts into digestible bites by presenting information in a visual, easy-to-understand manner.

In essence, infographics can be trumped only by videos when it comes to explaining information, data, and statistics.

Key elements of successful infographics

While they’re potentially very powerful, infographics are also easy to mess up if you aren’t careful. In order for it to be successful, an infographic needs to contain the following:

  • Story. Infographics are essentially stories. They need to have an...

4 Best Ways for Consumer Electronic Marketers to Score During March Madness

You think March Madness is all about basketball? Think again. According to the Consumer Electronics Association, “nearly two-thirds (65 percent) of sports ‘Super Fans’ describe themselves as early technology adopters.” Along with a thirst for HDTVs, Xboxes, and sports in 3D, 68% of basketball fans say they are interested in watching sports on their mobile devices, compared to 30% of all sports fans.

Consumer electronics marketers: March Madness offers you a perfect opportunity to make your own slam dunk with customers by putting dynamic creative to work for you this month.  You have a lot of variables to consider when developing an effective advertising strategy—multiple purchase paths and outlets, diverse consumer needs, and endless combinations of features and benefits…lots of moving parts. Which is why a dynamic creative strategy is often the best approach – because dynamic creative ads, by definition, also have a lot of moving parts—that can be easily managed.

Dynamic creative lets advertisers address multiple combinations of variables in a single campaign. It can be an efficient, manageable way to develop individualized ads in one of the most complex marketing environments.

Here are a few of the best ways to use dynamic ads to inject relevance and drive performance...

The Single Biggest Mistake Marketers are Making?

Posted by Willie Pena in Email Research Targeting Web Analytics on March 19th, 2015 at 6:23 am

To answer this question, I turned to Jerry Jao, CEO and Co-Founder of Santa Monica, CA-based Retention Science. His firm sells an automated marketing platform which profiles and predicts customer behavior in order to deliver contextual messaging at the best possible times. If you read my  earlier piece with my coverage of Adobe Summit, then you know just how important context is becoming to marketers.

While whoever I ask about the biggest marketing mistakes has their own bias and provides a different response, Jerry's answers reiterate a well-known -- yet often ignored -- precept about customers and how to derive the greatest ROI from marketing dollars: namely, it costs far less to retain existing customers than to market to new ones.

Read on for his take on the subject.

Tell me a little about your background and why you decided to found Retention Science?

Both my co-founder and I had experience selling products online, from video games to comic books to electric violins. We soon saw firsthand the challenge of retaining existing clients, and just as...

5 Marketing Tactics That Can Drive Online Sales

Posted by Anna Johansson in Targeting on March 17th, 2015 at 5:12 pm

You have an e-commerce business or organization that’s dependent on online sales for a large percentage of total revenue. That being the case, you want to optimize and adjust to the overall trends of the global marketplace on a steady basis.

This entails constant attention to new marketing tactics as they surface, and how they can help you drive traffic and convert site visitors into customers.

Advantages of Internet marketing

Critics like to focus on the disadvantages and challenges of Internet marketing. They’ll claim it’s more difficult to influence buyer decisions from beyond the computer screen.

But the truth is that online marketing affords businesses quite a few advantages, including reach, customization, and convenience. Take a look at each:

  • Reach. The primary advantage of Internet marketing over standard commercial promotion is that you’re able to reach an exponentially larger audience. You aren’t constrained to a particular geographic region, and you’re capable of going after highly targeted groups.
  • Customization. With an array of tools and resources at your fingertips, you can customize your marketing messages in any way you please, and at very little cost. This personalization enables you to target individual interests, as opposed to having to implement...