tag:blogger.com,1999:blog-38224261135444382442024-03-28T22:55:16.092-07:00Stephani's SpaceStephani Nunez - Marketing BlogStephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.comBlogger89125tag:blogger.com,1999:blog-3822426113544438244.post-32234299959277129062022-05-25T13:55:00.004-07:002022-05-25T13:55:58.207-07:00 The 3 Biggest Challenges to Marketing in the Metaverse<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDcNAQ_xOEz12_ZR-cvN0-QbsiTE4js04f9n2z0dsNzqk3i6si1qJGNg7Z8Gr9YhJVeRlCDfDmqAPmrEqogupPbjMWSN7chTerQib4SOBo5SrhTWnl_DYbfNDiMifn7Z_EQ43wdPAwJQq4Z2ziuabX702JsCGTl7hCjAVHnDNBug1LtVeBOEqkXVPwHw/s4120/AdobeStock_425068924.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2830" data-original-width="4120" height="440" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDcNAQ_xOEz12_ZR-cvN0-QbsiTE4js04f9n2z0dsNzqk3i6si1qJGNg7Z8Gr9YhJVeRlCDfDmqAPmrEqogupPbjMWSN7chTerQib4SOBo5SrhTWnl_DYbfNDiMifn7Z_EQ43wdPAwJQq4Z2ziuabX702JsCGTl7hCjAVHnDNBug1LtVeBOEqkXVPwHw/w640-h440/AdobeStock_425068924.jpeg" width="640" /></a></div><br /><p><br /></p><p class="mt-3 text-base text-gray-600 sm:mt-5 sm:text-lg sm:max-w-3xl md:mt-5 md:text-xl " style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; --tw-text-opacity: 1; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: rgba(75,85,99,var(--tw-text-opacity)); line-height: 1.75rem; margin: 1.25rem 0px 0px; max-width: 48rem;"><span style="font-family: courier;">Executives and entrepreneurs should be taking the metaverse's wide-open, nearly limitless marketing possibilities very seriously. Here are several of the most significant challenges companies are facing as they brave this digital terra incognita.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 0px 0px 1.25em;"><span style="font-family: courier;"><a href="https://www.entrepreneur.com/article/416547" rel="follow" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #2563eb;" target="_self">Marketing in the metaverse</a> is like setting up a website in the earliest days of the internet, or hanging up a dusty wooden shingle in the 19th century Old West. It can be extremely difficult to know how much time and resources to invest in a venture that is highly experimental in nature and far from guaranteed to yield financial success or meet many other <a href="https://www.entrepreneur.com/article/372875" rel="follow" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #2563eb;" target="_self">key performance indicators</a> (KPIs).</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">That's how the current conventional wisdom might have it, at least, exhorting people to practice caution and circumspection over something so nascent, so unproven, so forbiddingly opaque (at least to some).</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">The reality, however, is that mid-size and large companies with an interest in establishing a long-lasting relationship with the younger half of the millennial generation and Gen Z really shouldn't be thinking about marketing in the metaverse as a hypothetical to wring their hands and hem and haw over.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">As <a href="https://www.entrepreneur.com/article/393236" rel="follow" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #2563eb;" target="_self">Facebook's massive rebrand</a> and $10 billion investment in its own metaverse attest — among other large, blaring indicators — many of the keenest, most powerful minds in technology are betting that this is not some passing fancy or pandemic-fueled phenomenon but rather the natural evolution of the internet itself. Because of that, executives and entrepreneurs should be taking its wide-open, nearly limitless marketing possibilities very seriously. Below are several of the most significant challenges I see companies facing as they start to brave this digital terra incognita.</span></p><h2 style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #111827; line-height: 1.33333; margin: 2em 0px 1em;"><span style="font-family: courier; font-size: small;">1. Deciding which metaverse to market in</span></h2><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 0px 0px 1.25em;"><span style="font-family: courier;">The first challenge is also the most obvious one. Despite popular misconceptions, <a href="https://www.entrepreneur.com/article/403080" rel="follow" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #2563eb;" target="_self">the metaverse</a> is not a single place. Rather, it's an ecosystem of immersive virtual worlds that are all competing to host users, events, play-to-earn games and everything else that makes these platforms such exciting alternatives and complements to physical reality. There are currently several major players in the space, including Decentraland, Sandbox and Roblox. Prospective advertisers should study each of these platforms and develop a working knowledge of their respective demographics, land costs, growth opportunities and monthly users before deciding where to target their meta-marketing push.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">Roblox, for example, generally caters to a younger demographic, and companies should be aware that spending advertising dollars in that particular metaverse will be going toward exposure to tweens, teens and early twentysomethings. Decentraland, on the other hand, is positioning itself as a platform for adults interested in major, inimitable events like the Metaverse Fashion Week it held in late March.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">Over time, the distinctions between these platforms will probably only increase, making it even more imperative that companies do their due diligence in choosing their virtual landing spots.</span></p><h2 style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #111827; line-height: 1.33333; margin: 2em 0px 1em;"><span style="font-family: courier; font-size: small;">2. Understanding the means of engagement</span></h2><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 0px 0px 1.25em;"><span style="font-family: courier;">This is perhaps the trickiest and most important challenge companies and advertising firms currently face when approaching and interfacing with the metaverse. The logic and logistics of marketing in places like Decentraland and Sandbox are dramatically different than they are in the physical world, and the gap can be explained in these simple, concise terms: Metaverse users want an authentic experience.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">This is not the world of billboards, commercials, print advertisements and banner ads. That era of marketing, which is still very much with us, did not try to disguise their advertisements as anything other than unambiguous attempts at attracting your eye and getting your business.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">But the world of marketing in the metaverse is different, less about one-dimensional showcases for your product than the creation of imaginative, highly-interactive, three-dimensional experiences. Let's take a particularly germane example: <a href="https://blog.roblox.com/2021/05/gucci-garden-experience/" rel="nofollow noopener" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #2563eb;">Gucci Garden</a>.<br /><br /></span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">In May 2021, the Italian fashion label hosted a two-week virtual space on the Roblox metaverse platform. As they entered Gucci Garden, Roblox users transformed into naked, faceless mannequins. Going through each room in the exhibition space, which featured courtyards, garden parties, subways and other "levels" reminiscent of traditional video games, the mannequins gradually absorb features of their surroundings.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">By the end of the experience — which also included hidden items like dresses and sunglasses that users could buy with Robux — your temporary mannequin avatar is festooned with vibrant colors and patterns that reflect the experience of traveling through Gucci’s strange and occasionally enchanting venue.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">While Gucci Garden is by no means some kind of dazzling adventure with resplendent graphics and thrilling gameplay, it is a relatively impressive example of how companies can treat metaverse users to a living, breathing event that is far more dynamic than traditional marketing techniques.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px;"><span style="font-family: courier;">Marketing in the metaverse means launching auctions, opening exhibitions, hosting parties and generally giving users and their avatars something intriguing and unprecedented that they've never seen before. Whatever industry you're in or products you're looking to elevate, conceiving of something like that will prove to be a significant but wholly worthwhile task.</span></p><h2 style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #111827; line-height: 1.33333; margin: 2em 0px 1em;"><span style="font-family: courier; font-size: small;">3. Gauging performance</span></h2><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 0px 0px 1.25em;"><span style="font-family: courier;">KPIs include everything from financial measurements like net profit, revenue and sales to customer-focused metrics like customer retention and satisfaction. Suffice it to say, marketing in the metaverse is not going to lend itself to many of these KPIs at this point in the ongoing evolution of these infant platforms. Instead, companies and their executives should be focused on one measurement above all others: engagement. The more users companies are able to engage and entertain through their marketing experiences, the more successful the venture should be deemed.</span></p><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px 0px;"><span style="font-family: courier;">While a KPI like "clickthroughs" to your Web2 website may eventually become an important measuring stick, right now it's enough to succeed at the level of brand awareness in these virtual worlds. In several years, when millions of people will be congregating in Sandbox, Decentraland and Meta's forthcoming metaverse Juggernaut, the companies that have been diligently cultivating engagement for the longest will be in an excellent position to start introducing a trove of other KPIs.</span></p><div class="mb-8 text-base text-gray-500" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; --tw-text-opacity: 1; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: rgba(107,114,128,var(--tw-text-opacity)); line-height: 1.5rem; margin-bottom: 2rem;"><span style="font-family: courier; font-size: x-small;"><br /></span></div><div class="mb-8 text-base text-gray-500" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; --tw-text-opacity: 1; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: rgba(107,114,128,var(--tw-text-opacity)); line-height: 1.5rem; margin-bottom: 2rem;"><span style="font-family: courier; font-size: x-small;">By <a class="ml-1 hover:underline text-blue-700 mr-6" href="https://www.entrepreneur.com/author/lion-shirdan" rel="author" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; --tw-text-opacity: 1; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; margin-left: 0.25rem; margin-right: 1.5rem; text-decoration: inherit;">Lion Shirdan </a><time content="2022-05-17T16:00:00Z" datetime="2022-05-17 16:00:00" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box;">May 17, 2022</time></span></div><div class="relative" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; position: relative;"><div class="mb-6 text-sm italic text-gray-600" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; --tw-text-opacity: 1; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: rgba(75,85,99,var(--tw-text-opacity)); font-style: italic; line-height: 1.25rem; margin-bottom: 1.5rem;"><span style="font-family: courier; font-size: x-small;">Opinions expressed by <em style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box;">Entrepreneur</em> contributors are their own.</span></div></div><p style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; background-color: white; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #374151; margin: 1.25em 0px 0px;"><time content="2022-05-17T16:00:00Z" datetime="2022-05-17 16:00:00" style="--tw-border-opacity: 1; --tw-ring-color: rgba(59, 130, 246, 0.5); --tw-ring-inset: var(--tw-empty, ); --tw-ring-offset-color: #fff; --tw-ring-offset-shadow: 0 0 #0000; --tw-ring-offset-width: 0px; --tw-ring-shadow: 0 0 #0000; --tw-shadow: 0 0 #0000; border-color: rgba(229,231,235,var(--tw-border-opacity)); border-style: solid; border-width: 0px; box-sizing: border-box; color: #6b7280;"><a href="https://www.entrepreneur.com/article/425408?fbclid=IwAR08TSC3vXgPb00d-aFnJP_tTuHebY-lS6FZsSH_1duoNRcIrcsWxCrwsC0" target="_blank"><span style="font-family: courier; font-size: x-small;">See full article here</span></a></time></p>Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-68924734820463616652021-11-16T12:28:00.002-08:002021-11-16T12:28:50.526-08:008 Ways That Brands Can Utilize TikTok in Their Marketing<p style="text-align: center;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtd2niL51rC1FW-5vsxndsEBjkglwYAqeIeDI3srG49AI0A08xf-8QMJDGxoxw_pYkh14lhRjALoqehSeUwbPjsgWk1Hr8SwsrYBlPnZJBXPB6jEOs2IjurkUJXSjeTKoXs_muvDNM3b_N/s2048/AdobeStock_324809908.jpeg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1365" data-original-width="2048" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgtd2niL51rC1FW-5vsxndsEBjkglwYAqeIeDI3srG49AI0A08xf-8QMJDGxoxw_pYkh14lhRjALoqehSeUwbPjsgWk1Hr8SwsrYBlPnZJBXPB6jEOs2IjurkUJXSjeTKoXs_muvDNM3b_N/w640-h426/AdobeStock_324809908.jpeg" width="640" /></a></div><span style="font-family: courier;"><p style="text-align: center;"><span style="font-family: courier;"><br /></span></p> </span><span style="caret-color: rgb(10, 10, 10); color: #0a0a0a; font-family: courier;">With TikTok</span><span style="caret-color: rgb(10, 10, 10); color: #0a0a0a; font-family: courier;"> </span><a href="https://www.socialmediatoday.com/news/tiktok-continues-to-lead-social-app-download-rankings-in-september/565692/" style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; cursor: pointer; font-family: courier;">on the rise</a><span style="caret-color: rgb(10, 10, 10); color: #0a0a0a; font-family: courier;">, many are now scrambling in their respective app stores and looking to download the trending app in order to learn what all the fuss is about - and for marketers, whether they can use it to promote their products.</span><p></p><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">I hate to admit, but I’m among the former, and it wasn’t until just recently that I began looking at it from a brand perspective (as opposed to lamenting the fact that everyone can sing and dance except me).</span></p><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">Aside from its clear youth appeal, TikTok provides a <a href="https://www.socialmediatoday.com/news/what-you-need-to-know-about-advertising-on-tiktok/561235/" style="box-sizing: inherit; color: #0a0a0a; cursor: pointer;">growing range of ad options</a>, and is taking <a href="https://www.thedrum.com/news/2019/10/23/tiktok-releases-videos-stress-user-safety-its-main-priority" style="box-sizing: inherit; color: #0a0a0a; cursor: pointer;">extra measures</a> to educate its users on how to safely use the platform.</span></p><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">Are you thinking about adding TikTok into your digital marketing mix? Then read on to learn more about the short video app.</span></p><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">What is TikTok?</span></p><p class="standard-heading" style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">TikTok, similar to Vine before is, is all about short videos.</span></p><p class="standard-heading" style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">Most of the app's former <a href="https://www.theverge.com/2018/8/2/17644260/musically-rebrand-tiktok-bytedance-douyin" style="box-sizing: inherit; color: #0a0a0a; cursor: pointer;">Musical.ly users</a> simply uploaded videos of themselves lip-synching to music videos, while the more talented, enthusiastic, and technically proficient members uploaded videos of original content. The latter cohort went on to become influencers on the platform. </span></p><p class="standard-heading" style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="box-sizing: inherit;"><span style="font-family: courier;"><a href="https://www.wired.com/story/how-to-use-tik-tok/" style="box-sizing: inherit; color: #0a0a0a; cursor: pointer;">multiple clips</a> together for up to 60 seconds of total recording. Users are also able to upload longer videos which have been recorded outside the app itself.</span></span></p><p class="standard-heading" style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">There's also a <a href="https://www.techjunkie.com/tiktok-go-live-stream/" style="box-sizing: inherit; color: #0a0a0a; cursor: pointer;">live-streaming option</a> and a range of filters and tools to help improve your video presentation.</span></p><p class="standard-heading" style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">The app is attuned to modern usage trends, and caters to an audience looking for a new and exciting way to connect. And clearly, based on the download stats, it's hitting the right notes with users. </span></p><h3 class="standard-heading" style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; margin: 2.5rem 0px 1rem; text-align: center;"><span style="font-family: courier; font-size: small;">How Can Brands & Marketers Make the Most of TikTok?</span></h3><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">Using TikTok for marketing is actually much simpler than you'd think.</span></p><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">There are currently three key options for brands looking to utilize TikTok for promotion:</span></p><ol style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; margin: 0px 0px 1.25rem 1.25rem; padding-left: 0px;"><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Create your brands' own channel and upload videos relevant to your business</span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Utilize influencers to open your content to a much broader (but well-targeted) audience</span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Pay to advertise utilizing TikTok’s new campaign options (though, personally, I’d recommend holding off on this until the market is a bit more established)</span></li></ol><div style="text-align: center;"><span style="color: #0a0a0a; font-family: courier;"><span style="caret-color: rgb(10, 10, 10);"><br /></span></span></div><div><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">We’re full of fun and creative ideas for marketing on TikTok. Here are a few that we hope you can use or draw inspiration from:</span></p><ul style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; margin: 0px 0px 1.25rem 1.25rem; padding-left: 0px;"><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">In a world where consumers are becoming increasingly skeptical of ads, the raw, unedited videos on TikTok can be a great way to showcase people using your brand in their everyday lives. </span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">TikTok videos can also be a great place to showcase business behind the scenes or in-the-moment content - for example:</span></li><ul style="box-sizing: inherit; margin: 0px 0px 1.25rem 1.25rem; padding-left: 0px;"><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Human Resources can make trainings more interactive by going live on TikTok to conduct their sessions</span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Landing pages can have you popping on to drive traffic to lead magnets</span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">With such a young demographic, TikTok can be great for higher ed marketers and students within colleges and universities. There’s already a lot of content to be found on campus - sports, BTS, dance marathons, these all do well.</span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Boutiques can use TikTok for the ever-popular try-on videos - you can film a whole seasons worth of sales in a fun sped up video and you can even add your own hype music</span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Of course, larger clothing brands also see almost immediate success as well. Last fall, Guess was the <a href="https://us.fashionnetwork.com/news/Guess-launches-sponsored-fashion-challenge-in-partnership-with-video-app-tiktok,1009433.html" style="box-sizing: inherit; color: #0a0a0a; cursor: pointer;">first brand TikTok collaborated with in the US</a> for its #inmydenim campaign</span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Does your product require assembly? User-friendly step by step videos can be produced on TikTok, and even linked to on your packaging.</span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">Restaurants also have significant opportunities. Chipotle was the first major chain to jump onto the platform, and it recently launched its second major TikTok campaign with the <a href="https://www.mobilemarketer.com/news/chipotle-smashes-tiktok-records-with-guacdance-challenge/560102/" style="box-sizing: inherit; color: #0a0a0a; cursor: pointer;">#GuacDance challenge</a>, which encouraged fans to show off their avocado-themed dance moves inspired by Dr. Jean’s “Guacamole Song.” </span></li><li style="box-sizing: inherit; line-height: 1.7; margin-bottom: 0.675rem; text-align: center;"><span style="font-family: courier;">#HashtagChallenges are great because they prompt engagement. They’re simple to join in and fun. If you’re not yet a well-established brand, you can also consider using influencers to help kickstart your challenge campaign.</span></li></ul></ul></div><div><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">As a marketer - but also as someone who is heavily influenced by marketing AND as someone that regularly writes on social media trends, I like to test new marketing channels and ideas. Generally, if there's something that's growing fast, I'll do a 1-3-month test before writing or publicly speaking on it.</span></p><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">In my time with TikTok thus far, I've seen promise, and an opportunity to connect with audiences in new, fun and engaging ways. </span></p><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: center;"><span style="font-family: courier;">It still has a way to go yet before it becomes a key channel, but it may well be worth considering for your 2020 campaigns. </span></p><p style="box-sizing: inherit; caret-color: rgb(10, 10, 10); color: #0a0a0a; line-height: 1.7; text-align: left;"><span style="font-family: courier;">Written by: Lu<span style="background-color: white; font-size: 16px;">cy Rendler-Kaplan <a href="https://www.socialmediatoday.com/news/8-ways-that-brands-can-utilize-tiktok-in-their-marketing/565611/">See full article here</a></span></span></p></div>Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com3tag:blogger.com,1999:blog-3822426113544438244.post-35866160241242903902021-11-12T17:33:00.002-08:002021-11-12T17:33:25.340-08:006 Marketing Trends to Prepare For in 2022<p style="text-align: center;"><span style="font-family: courier; font-size: x-small;"> </span></p><span style="font-family: courier; font-size: x-small;"><div style="text-align: center;"><h1 class="sc-AxirZ hHmoZh h2" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; display: inline; letter-spacing: -0.01em; line-height: 1.1; margin: 0px 10px 0px 0px; padding: 0px;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhP1zW6loFmUlunfI8y664xS1eBM31c8JVSuBgDTmHcZiBtjcoLxUDSDgJbCamGa3i0sb1UBFqeWN1cZQ9ICNqDWE9burjOc2r6JWYH0038q4POr01U2edrwsp85m9BjPM-D9MFb08XEcvt/s1076/Screen+Shot+2021-11-12+at+5.28.56+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="694" data-original-width="1076" height="413" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhP1zW6loFmUlunfI8y664xS1eBM31c8JVSuBgDTmHcZiBtjcoLxUDSDgJbCamGa3i0sb1UBFqeWN1cZQ9ICNqDWE9burjOc2r6JWYH0038q4POr01U2edrwsp85m9BjPM-D9MFb08XEcvt/w640-h413/Screen+Shot+2021-11-12+at+5.28.56+PM.png" width="640" /></a></div><br />6 Marketing Trends to Prepare For in 2022</h1><h1 class="sc-AxirZ hHmoZh h2" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; display: inline; letter-spacing: -0.01em; line-height: 1.1; margin: 0px 10px 0px 0px; padding: 0px;"></h1><h3 class="sc-AxiKw kTXlaS h3" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; color: #b2b2b2; display: inline; line-height: 1.38888; margin: 0px; padding: 0px;">Marketers face a landscape disrupted by a pandemic, new business models, new applications of tech, and the fallout of regulatory changes.</h3></div></span><div style="text-align: center;"><span style="color: #b2b2b2; font-family: courier; font-size: x-small;"><span style="caret-color: rgb(178, 178, 178);"><b><br /></b></span></span></div><div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; caret-color: rgb(71, 71, 71); color: #474747; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">You can't go through something like a yearlong (and counting) global pandemic and not expect <a href="https://www.inc.com/jessica-stillman/bill-gates-anthony-fauci-pandemic-changes.html" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;">some things to change</a>. Then again, marketers and change aren't exactly strangers. Marketing professionals have always lived in a world where consumers' preferences are constantly evolving and they are forced to adapt. In the past year, marketers have done so in spades, rolling with the abrupt suspension of in-person events, a massive shift toward <a href="https://www.inc.com/kevin-daum/if-you-dont-do-these-4-digital-marketing-basics-youre-setting-money-on-fire.html" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;">digital marketing</a>, and -- for many -- reduced budgets. </span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; caret-color: rgb(71, 71, 71); color: #474747; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">As the <a href="https://www.inc.com/michelle-manafy/3-trends-thatll-shape-your-pandemic-recovery-marketing-strategy.html" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;">economic recovery</a> gains momentum, many marketers will likely find themselves with more dollars to spend. But how and where should they spend them? Will people be yearning for a return to the old normal or continue to embrace the habits they developed over the past year? What messaging will resonate and which channels will reach the post-pandemic consumer?</span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; caret-color: rgb(71, 71, 71); color: #474747; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">As the marketing gaze turns futureward, here are some trends to look for in 2022.</span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; caret-color: rgb(71, 71, 71); color: #474747; margin-bottom: 25px;"><h2 dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 40px; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">1. The Future of Events Will Be Hybrid</span></h2></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; caret-color: rgb(71, 71, 71); color: #474747; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">When the pandemic forced closures and social distancing requirements, marketers faced the cancellation of all manner of in-person events, from store grand openings to big-ticket concert series. In their place, virtual events became a mainstay for engaging with customers and leads. Increased spending on social media and other digital platforms helped make these events successful. <span style="background-color: white;">Now consumers -- and the marketers who pitch to them -- face two warring impulses. The urge to gather again is strong, for sure. But having experienced the immediacy of live events from the comfort of their couches, many consumers are happy to keep things virtual. To cater to both audiences, you'll need to craft </span><a href="https://www.inc.com/joel-comm/3-ways-events-industry-can-lure-back-wary-consumers.html" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;">hybrid events</a><span style="background-color: white;">. In-person events will have a strong digital component, and technologies like AR and VR can create an immersive experience for those who prefer not to venture out.</span></span></p><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="background-color: white;"><span style="font-family: courier; font-size: x-small;"><br /></span></span></p><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><h2 dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 40px; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">2. Content Alignment Will Never Be More Important</span></h2></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">Any company that wants to own its industry will need to align its PR, thought leadership, and SEO. Consider this <a href="https://www.relevance.com/own-your-industry/" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;" target="_blank">thought leadership Venn diagram</a>, which shows the importance of overlapping visibility, credibility, and authority. If you can align these things, you can easily stand out in your industry. </span></p></div><div class="d-md-none mobile_insert_9" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">That means you need to have some source content on your website and other things you own like social or sister sites. Once you get a solid base of authority on different topics, then work to gain added credibility by adding the PR element, where others are quoting or mentioning your content. Finally, make sure that people are linking to your content under certain topics that you can own ... which hints at my next point. </span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><h2 dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 40px; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">3. Marketing Companies Will Take More Ownership</span></h2></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">I'm seeing more sales and marketing companies take ownership in the products or services they help sell. This shift makes sense to me, because if you are able to sell somebody's product and bring in significant revenue, you will ultimately increase the value of that company. If you have an ownership stake, you'll be even more motivated to knock it out of the park. It's hugely beneficial on both sides. </span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">If you are in marketing and sales, start looking first at what products and services will benefit from your services. Then identify which of those companies will allow you to put performance metrics in place to gain some ownership as you meet those goals. For example, TechCrunch recently reported on an <a href="https://techcrunch.com/2021/04/23/hawke-ventures/" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;" target="_blank">outsourced CMO firm</a> that created its own venture firm to invest in companies that can benefit from the firm's resources. </span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><h2 dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 40px; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">4. Engaging Nonprofits Will Be a Big Part of Marketing Plans</span></h2></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">More and more, consumers are looking to support companies that have a mission or give back in some way. This trend is only going to increase, and a well-rounded marketing plan should take part in this development by partnering with nonprofits. This partnership opportunity has the potential to not only grow your business, but also align you with philanthropic missions that are important to you. </span></p></div><div class="d-md-none mobile_insert_15" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">Expanding your brand and reach while engaging in advocacy for a nonprofit is a win-win. However, your marketing plan shouldn't end at simply expressing support for a charitable organization. It should include effective goals such as product placement, affiliate marketing, percentage of sales donations, or corporate sponsorship. According to nonprofit executive coach Mallory Erickson, these types of partnerships can help you <a href="https://www.linkedin.com/pulse/4-ways-companies-can-boost-business-working-mallory-erickson/" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;" target="_blank">reach a new audience</a> around the globe. </span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><h2 dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 40px; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">5. A.I. Will Make Influencer Marketing Easier and More Results-Driven</span></h2></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">The death of influencer marketing, while often predicted, has yet to occur. Valued at $9.7 billion in 2020, the market is estimated to reach <a href="https://www.thedrum.com/news/2021/04/08/influencer-marketing-evolves" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;" target="_blank">$15 billion by 2022</a>, with a near majority of marketers reporting they budget more than 20 percent of their spend on influencer content. Not that influencer marketing hasn't changed over the years -- the recent shift toward micro-influencers and their more highly engaged audiences being one example.</span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">The next shift will be the widespread adoption of artificial intelligence. You can leverage the technology for everything from influencer identification (A.I. can watch and assess millions of influencer videos in ways a human can't) to performance influencer marketing. In this model, powered by predictive A.I., you pay only for the conversions and sales influencers produce. ROI is practically assured.</span></p></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><h2 dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 40px; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">6. Marketers Will Find Alternatives to Third-Party Cookies</span></h2></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">With <a href="https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/" style="-webkit-font-smoothing: antialiased; border-bottom-color: currentcolor; border-bottom-style: solid; border-bottom-width: 1px; box-sizing: inherit; color: #333333; text-decoration-line: none; text-decoration: none; transition: all 150ms ease-out;" target="_blank">Google's recent announcement</a>, another predicted death -- that of the third-party cookie -- has been postponed (until 2023). But while the delay means that marketers' need to wean themselves from 3P-cookies-based targeting strategies has become slightly less urgent, it is no less critical. Consumers are demanding greater privacy protections and control over their data, and marketers will need to adjust. </span></p></div><div class="d-md-none mobile_insert_21" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"></div><div class="standardText" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">You could begin by increasing your efforts to gather and fully exploit first-party data -- after all, first-party cookies aren't going anywhere. Or you can use tools like Google's Privacy Sandbox or FLoC (Federated Learning of Cohorts) to achieve personalization and consumer targeting without intruding on user privacy. Regardless, CRM tools, surveys, and interactive content will become increasingly instrumental to marketing success. </span></p></div><div class="standardText lastItem" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; margin-bottom: 25px;"><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;">As brands vie for consumer attention in these still uncertain times, marketers will find themselves in a familiar role: change agent. By taking these six trends into account, you'll be able to stay ahead of the curve. </span></p><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: courier; font-size: x-small;"><br /></span></p><p dir="ltr" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; line-height: 2; margin: 0px; padding: 0px; text-align: left;"><span style="font-family: courier;">Written by:<span style="caret-color: rgb(0, 0, 0); color: black; font-weight: bold; letter-spacing: 2px; text-transform: uppercase;"> </span><a href="https://www.inc.com/author/john-hall" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; caret-color: rgb(0, 0, 0); font-weight: bold; letter-spacing: 2px; text-decoration-line: none; text-decoration: none; text-transform: uppercase; transition: color 0.25s;" title="Read more Inc. articles by John Hall">JOHN HALL</a><span style="caret-color: rgb(0, 0, 0); color: black; font-weight: bold; letter-spacing: 2px; text-transform: uppercase;">, CO-FOUNDER AND PRESIDENT, CALENDAR</span></span></p><span class="sc-fzoyAV gUyIvZ eyebrow" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; color: #777777; display: block; font-weight: bold; letter-spacing: 2px; line-height: 1.5; text-decoration-line: none; text-transform: uppercase; transition: all 150ms ease-out;"><span style="-webkit-font-smoothing: antialiased; box-sizing: inherit; font-family: courier; text-decoration-line: none; text-decoration: none; transition: color 0.25s;"><a href="https://twitter.com/johnhall" rel="noopener noreferrer" style="-webkit-font-smoothing: antialiased; box-sizing: inherit; text-decoration-line: none; text-decoration: none; transition: color 0.25s;" target="_blank" title="Follow John Hall on Twitter">@JOHNHALL</a> InC.com <a href="https://www.inc.com/john-hall/6-marketing-trends-to-prepare-for-in-2022.html" target="_blank">View article here</a></span></span></div></div></div>Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com1tag:blogger.com,1999:blog-3822426113544438244.post-83136065368698580282021-05-03T07:00:00.001-07:002021-05-03T07:00:00.228-07:00How To Build A Digital Marketing Strategy For Businesses Targeting Growth In 2021<p style="text-align: center;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjtCA9H8u_89fN6yf9cEal5sKkBN4ftaaJWQj2FQvp2BdqYvp8MgVImH-fgjvJbAxDg4ETmHGFrPy8xL20cT4Wo5CTGPaOg1-_vVhynbj_LsTDalM6rdFmw2_bh03h6zGouQcF0pdlATD3/s2048/diego-ph-fIq0tET6llw-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="2048" data-original-width="1638" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjtCA9H8u_89fN6yf9cEal5sKkBN4ftaaJWQj2FQvp2BdqYvp8MgVImH-fgjvJbAxDg4ETmHGFrPy8xL20cT4Wo5CTGPaOg1-_vVhynbj_LsTDalM6rdFmw2_bh03h6zGouQcF0pdlATD3/w512-h640/diego-ph-fIq0tET6llw-unsplash.jpg" width="512" /></a></div><br /><span style="font-family: courier;"><br /></span><p></p><p style="text-align: center;"><span style="font-family: courier;"> <span style="background-color: #fcfcfc; color: #333333; font-size: 18px; orphans: 2; widows: 2;">2020 was a very challenging year for everyone, with Covid-19 causing the global economy to plummet. As a result, brick-and-mortar companies and businesses with a limited online presence had to seriously consider their digital marketing strategy. </span></span></p><p style="background-color: #fcfcfc; box-sizing: border-box; color: #333333; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; orphans: 2; text-align: center; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier;">However, many businesses jumped on the bandwagon without carefully planning out their strategy. So, they ended up blowing their budget on driving traffic through ads without first building a solid foundation—an optimized website.</span></p><div class="vestpocket" displayntv="true" style="background-color: #fcfcfc; box-sizing: border-box; color: #333333; display: inline-block; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; orphans: 2; text-decoration-thickness: initial; widows: 2; width: 672.406px;" vest-pocket=""><span style="font-family: courier;"><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Now is the time, more than ever, to master your digital marketing strategy to get your business in front of more eyes. But strap yourself in for a journey rather than a two-stop trip—digital marketing is not a one-off effort, but rather an ongoing objective that needs daily monitoring. </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">So, what steps should you take to get your digital marketing campaign off the ground? </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;"><span style="box-sizing: border-box;">1. Highly Optimized, Mobile-Friendly, Scalable Online Environment </span></p><div class="recirc-module seo" data-gtm-vis-first-on-screen-655684_1281="44022" data-gtm-vis-has-fired-655684_1281="1" data-gtm-vis-recent-on-screen-655684_1281="44022" data-gtm-vis-total-visible-time-655684_1281="100" data-type="standard" style="border-bottom-color: rgb(235, 235, 235); border-bottom-style: solid; border-bottom-width: 1px; border-top-color: rgb(235, 235, 235); border-top-style: solid; border-top-width: 1px; box-sizing: border-box; clear: both; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; padding: 12px 0px; text-decoration-thickness: initial;"><div class="recirc-module-body" id="recirc-unit" style="box-sizing: border-box;"><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">I could've simply said that you need a website, but what you need is an online environment that is secure, has a clear structure and works fast.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Here are three vitally important things any modern website needs: </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;"><span style="box-sizing: border-box;">• Speed: </span>Create a clear site structure so that people can quickly find what they need. And with Google confirming that <a aria-label="Core Web Vitals will be ranking signals in May 2021" class="color-link" data-ga-track="ExternalLink:https://www.searchenginejournal.com/google-core-web-vitals-ranking-signals/387142/" href="https://www.searchenginejournal.com/google-core-web-vitals-ranking-signals/387142/" rel="nofollow noopener noreferrer" style="background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration: none;" target="_blank" title="https://www.searchenginejournal.com/google-core-web-vitals-ranking-signals/387142/">Core Web Vitals will be ranking signals in May 2021</a>, you must pay extra attention to how users experience the speed, responsiveness and visual stability of your site's pages.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;"><span style="box-sizing: border-box;">• Mobile-Friendliness: </span>Desktop searches fell behind mobile back in 2017, with over 55% of global <a aria-label="web traffic now falling on mobile devices" class="color-link" data-ga-track="ExternalLink:https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/" href="https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/" rel="nofollow noopener noreferrer" style="background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration: none;" target="_blank" title="https://www.statista.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/">web traffic now falling on mobile devices</a>. Moreover, mobile is no longer a growing trend, but the norm, especially in Asia, Africa and Latin America. If your website isn't optimized for mobile, don't even think about going online. </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;"><span style="box-sizing: border-box;">• Security: </span>Web security is critical in preventing hackers and cyber-thieves from getting access to sensitive data, including that of your users. Without a proactive security strategy and an HTTPS connection, businesses risk the development of malware attacks and attacks on other sites, networks and so on. </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Search engine optimization (SEO) isn't easy, but it's essential when it comes to digital marketing. Don't think that a set-it-and-forget-it approach will work here. You need to be consistent so that potential customers can always find your website for relevant searches.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;"><span style="box-sizing: border-box;">2. Get On Google My Business</span></p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Another way to help customers find you is through Google My Business (GMB). </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Google My Business puts your details where potential customers can find them more easily. It also puts your business on Google Maps where it can be reviewed. This can also ensure your business is ranking on the map alongside other similar businesses, giving you a massive boost in visibility, thanks to the Google Local Pack. Optimizing a GMB account is trickier than it looks to begin with. But there are plenty of sources online that provide extensive guides on this topic.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;"><span style="box-sizing: border-box;">3. Social Media Profiles And Activity </span></p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Besides being on Google, you need to actively engage your audience on social media. Think of the difference between eating at a chain restaurant or at a small local one. You never see chefs at restaurant chains, but at your local diner, if a chef talks to you, you find out more about the place and the ingredients used, and unless the food's awful, you're likely to spread the word and go back. As a small business, this is the approach you need to take on social networks: Actually talk to and engage with your customers. </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Learn what social media platform is popular among your potential customers and get on it too. The most obvious option, Facebook, even has tools for promoting business pages to segmented audiences. If your clients use Twitter, LinkedIn, YouTube and Instagram, expand your presence there too. This is something business owners may need help with, as the most effective way to grow an audience on social media is to consistently create and publish interesting, engaging content. </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;"><span style="font-variant-ligatures: common-ligatures; text-decoration-thickness: initial;">And if your audience has migrated to newer platforms like </span><a aria-label="TikTok" class="color-link" data-ga-track="InternalLink:https://www.forbes.com/sites/forbesagencycouncil/2020/07/23/why-your-business-should-be-on-tiktok-and-four-types-of-content-to-promote-your-brand/?sh=3089ff74172b" href="https://www.forbes.com/sites/forbesagencycouncil/2020/07/23/why-your-business-should-be-on-tiktok-and-four-types-of-content-to-promote-your-brand/?sh=3089ff74172b" style="box-sizing: border-box; color: #003891; cursor: pointer; font-variant-ligatures: common-ligatures; text-decoration: none;" target="_self" title="https://www.forbes.com/sites/forbesagencycouncil/2020/07/23/why-your-business-should-be-on-tiktok-and-four-types-of-content-to-promote-your-brand/?sh=3089ff74172b">TikTok</a><span style="font-variant-ligatures: common-ligatures; text-decoration-thickness: initial;"> or </span><a aria-label="Clubhouse" class="color-link" data-ga-track="InternalLink:https://www.forbes.com/sites/forbesbusinesscouncil/2021/02/12/how-to-use-clubhouse-for-business-growth/?sh=6c3979b326b2" href="https://www.forbes.com/sites/forbesbusinesscouncil/2021/02/12/how-to-use-clubhouse-for-business-growth/?sh=6c3979b326b2" style="box-sizing: border-box; color: #003891; cursor: pointer; font-variant-ligatures: common-ligatures; text-decoration: none;" target="_self" title="https://www.forbes.com/sites/forbesbusinesscouncil/2021/02/12/how-to-use-clubhouse-for-business-growth/?sh=6c3979b326b2">Clubhouse</a><span style="font-variant-ligatures: common-ligatures; text-decoration-thickness: initial;">, try them out. The point is, follow your audience to attract the right traffic. </span></p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;"><span style="box-sizing: border-box;">4. Figure Out What's Right For Your Business: SEO Or PPC </span></p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Before making a decision, assess your financial capabilities and understand if you need to go for search engine optimization, pay-per-click advertising or both at the same time.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">SEO and PPC are both digital marketing strategies that ultimately get your site to appear on Google page one. But to yield positive results, both strategies need a lot of expertise, tech knowledge and a marketing budget. </p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">PPC is perfect for quick sales if you have a new website that isn't performing well in organic search, if you think you have a great product/service and want to test it out or if you have reasonable profit margins.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-decoration-thickness: initial;"><span style="font-variant-ligatures: common-ligatures; text-decoration-thickness: initial;"></span></p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">On the flip side, SEO is what you need if you're looking for long-term growth and can afford to invest in it, if you want to build up your brand over time or if you want to optimize your marketing costs.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">using SEO, you'll start driving high-quality traffic to your business at no cost. In PPC, you won't get any clicks if you don't regularly fork over a small fortune.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Alternatively, you can choose to do SEO and PPC at the same time. This totally depends on your opportunities.</p><p style="box-sizing: border-box; font-size: 18px; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: center; text-decoration-thickness: initial;">Everything covered here is fundamental to boosting your business's online visibility. For businesses new to digital marketing, these steps may feel huge to begin with, but once you get the hang of it, it will seem as natural as wearing a seatbelt in a car. With the right set of tools—a well-optimized website, a Google My Business account, an active social media presence and constantly-published engaging content—you can drive web traffic, generate new sales and even get customers to fall in love with your brand.</p><p style="box-sizing: border-box; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: left; text-decoration-thickness: initial;">Curated content written by: <a class="contrib-link--name remove-underline" href="https://www.forbes.com/sites/forbestechcouncil/people/valerykurilov/" style="box-sizing: border-box; color: #333333; cursor: pointer; font-stretch: normal; font-weight: 600; line-height: 16px; margin-right: 5px; text-decoration: none;">Valery Kurilov</a></p><p style="box-sizing: border-box; font-variant-ligatures: common-ligatures; margin: 0px 0px 1.2rem; text-align: left; text-decoration-thickness: initial;"><a href="https://www.forbes.com/sites/forbestechcouncil/2021/04/05/how-to-build-a-digital-marketing-strategy-for-businesses-targeting-growth-in-2021/?sh=5c705b6e5a7e">CLICK Here to view the full article</a></p></div></div></span></div>Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com3tag:blogger.com,1999:blog-3822426113544438244.post-58634834251576223782021-05-01T07:00:00.001-07:002021-05-01T07:00:00.233-07:00Privacy rules and a cookie purge will transform online marketing<p> </p><p><br /></p><span style="background-color: white; color: #757575; font-size: 16px; font-variant-ligatures: normal; orphans: 2; text-decoration-thickness: initial; widows: 2;"><div style="text-align: center;"><span style="font-family: courier;">The rise of data regulations and the end of third-party cookies should make businesses rework their approach to customers</span></div></span><div style="text-align: center;"><span style="background-color: white; color: #757575; font-size: 16px; font-variant-ligatures: normal; orphans: 2; text-decoration-thickness: initial; widows: 2;"><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwHAfbWuqq_hG9hHNwYDDl5WXDdEjocVKPK_zPTyg59G652W-WlkThyUveMNoRSqPkSm2EoQ_3mHXdgt7aaJEu-4vMYcWd6J2XLJfNwyXmp62EFDhhu-pHF3I9KBdKENsjhK5nG-9NEcq2/s2048/jason-dent-JFk0dVyvdvw-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1138" data-original-width="2048" height="356" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwHAfbWuqq_hG9hHNwYDDl5WXDdEjocVKPK_zPTyg59G652W-WlkThyUveMNoRSqPkSm2EoQ_3mHXdgt7aaJEu-4vMYcWd6J2XLJfNwyXmp62EFDhhu-pHF3I9KBdKENsjhK5nG-9NEcq2/w640-h356/jason-dent-JFk0dVyvdvw-unsplash.jpg" width="640" /></a></div><br /><span style="font-family: courier;"><br /></span></span></div><div><span style="background-color: white; color: #757575; font-variant-ligatures: normal; orphans: 2; text-decoration-thickness: initial; widows: 2;"><div class="FirstEle" style="color: black; font-size: medium; font-variant-ligatures: normal; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 0px;"><p style="color: #212121; font-size: 18px; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">The coming together of three big factors—the pandemic, growing privacy concerns among users and governments, and changes initiated by Big Tech giants—will change the way the marketing and advertising industry functions in the coming decade. The covid pandemic has accelerated the adoption of digital technologies and this sudden change promises to disrupt marketing as a lever of business as we know it today. Given the direct impact this has on revenues and revenue growth, this issue warrants the attention of business leaders.</span></p></div><div class="paywall" style="color: black; font-variant-ligatures: normal; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 0px;"><p style="color: #212121; font-size: 18px; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">Consumer concerns on privacy have grown over the years. The rampant use of user data for behaviour manipulation, including for elections, has raised hackles worldwide among businesses, governments and people at large. Consumers are getting increasingly conscious of how their data is being used. A recent update of WhatsApp’s privacy policy, allowing the service to share user data with its parent Facebook, created a furore. Together, these issues have led governments to enact privacy laws across the world. These laws have mandated businesses to collect data in a manner that is compliant with norms, and which protects the right to privacy of consumers.</span></p><p style="color: #212121; font-size: 18px; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-variant-ligatures: normal; text-decoration-thickness: initial;"><span style="font-family: courier;">In India, the Personal Data Protection Bill (PDPB) is in its final stages of passage through Parliament. While laws related to information technology have been in existence since the early 2000s, these were focused on cybercrime and activity such as hacking, spam and offensive personal messaging.</span></span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">Privacy laws such as the EU’s General Data Protection Regulation (GDPR), and India’s PDPB have changed two things: 1) they acknowledge that devices such as smartphones are an intrinsic part of a person’s identity, and hence, any information that can be used to profile an individual comes under the ambit of laws; and 2) these laws articulate what is consent—that it should be free, informed, specific, clear, and capable of being withdrawn.</span></p><p style="color: #212121; font-size: 18px; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;"><span style="font-variant-ligatures: normal; text-decoration-thickness: initial;"></span></span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">This evolving landscape around privacy is what has forced tech giants Google and Apple to toughen their stance on privacy. Last year, Google had announced the blocking of third-party cookies effective January 2022. As we approach this deadline, Google has signalled that it shall not allow any form of alternative identifiers across its suite of products.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">Apple had taken an aggressive privacy-first stance even earlier, and upped the ante on trust. With the release of iOS 14, it has mandated privacy ‘nutrition labelling’ on its App Store and mandated consumer consent for tracking purposes.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">These Big Tech companies are also increasingly subject to more regulation by governments, given their ability to create monopolistic or oligopolistic markets and control the playing field. The recent Information Technology (Guidelines for Intermediaries and Digital Media Ethics Code) Rules in India and the landmark News Media Bargaining Code in Australia are a few examples of anti-trust laws that are coming up across the world.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">The faster adoption of digital media driven by the pandemic means that business processes need to be digitized and delivered seamlessly as customer experiences across the internet. The onus of delivering these experiences calls for collaboration among experts of marketing, technology, design, cybersecurity and law.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">The emergence of privacy laws requires businesses to collect and use data in ways that are both ethical and compliant. So, while designing and delivering customer experiences, business leaders need to be on top of data protection and consent management, even as they ensure that processes are set up for ethical and sensitive use of data.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">A data breach has multiple costs and entails various risks, including financial risk, legal risk, compliance risk and the biggest of all, reputational risk. Privacy is being weaponized and any laxity on behalf of a business could have serious consequences. Any inadvertent data breach results in loss of reputation and the possibility of legal action.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">On the positive side, the evolving privacy landscape presents brands and advertisers an opportunity to educate and strengthen their relationship with customers and get to know them better. Businesses will need to invest in harnessing their own customers data across platforms, as every company now needs to behave like a tech company.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">Consequently, customer relationship management (CRM) modules will go mainstream and be fully integrated into marketing efforts.. Harvesting market research and aggregated anonymized data is also critical to enriching this first-party data. These strategies will help businesses bridge the gap between consumer insights and marketing implementation, which will soon be constrained by the death of third-party cookies.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">The end of browser-based third-party cookies also means that campaign planning, targeting, optimization and measurement are affected. The move signifies the death of re-targeting and lookalike marketing as practised today. Cost-per- impression-based buying will transition to cost-per-click/engagement-based buying. Walled gardens such as Google will only provide attribution within their publishing domain. Businesses need to evolve mechanisms to measure their marketing campaigns to be able to determine omni-channel effectiveness.</span></p><p style="color: #212121; font-size: 18px; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px; text-align: center;"><span style="font-family: courier;">With less than eight months left for the purge of third-party cookies and a rapidly evolving regulatory framework, businesses need to be ready to implement privacy-by-design in their marketing efforts. A sharp focus on first-party data and on contextual advertising is imminent. Time is running out and many businesses have yet to wake up to this reality.</span></p><p style="color: #212121; font-family: "PT Serif Regular", serif; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px;"><em style="list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 0px;"><span style="font-size: x-small;">Ravi Ganesh & Lloyd Mathias are, respectively, a data and analytics expert and founder of TMber Data and an investor & business strategist and former marketer at PepsiCo, Motorola & HP</span></em></p><p style="color: #212121; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px;"><span style="font-family: courier;">Curated content written by: <strong style="color: #f7931e; font-variant-ligatures: normal; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 0px;">Ravi Ganesh</strong><span style="color: #979797; font-variant-ligatures: normal; text-decoration-thickness: initial;">,</span><strong style="color: #f7931e; font-variant-ligatures: normal; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 0px;">Lloyd Mathias</strong></span></p><p style="color: #212121; font-variant-ligatures: normal; line-height: 28px; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 8px 20px;"><strong style="color: #f7931e; font-variant-ligatures: normal; list-style-type: none; margin: 0px; outline: 0px; overflow-wrap: break-word; padding: 0px;"><a href="https://www.livemint.com/opinion/columns/privacy-rules-and-a-cookie-purge-will-transform-online-marketing-11619547434834.html"><span style="font-family: courier;">To view full article click here</span></a></strong></p></div></span></div>Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-87387063581542211032021-04-29T07:00:00.001-07:002021-04-29T07:00:00.276-07:00Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?<span class="summary-header font-bold" style="background-color: white; box-sizing: inherit; color: #282828; float: left; font-size: 14px; font-variant-ligatures: normal; font-weight: 700 !important; line-height: 1.75; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier;"><br /></span></span><span class="summary-header font-bold" style="background-color: white; box-sizing: inherit; color: #282828; float: left; font-size: 14px; font-variant-ligatures: normal; font-weight: 700 !important; line-height: 1.75; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier;"><br /></span></span><span class="summary-header font-bold" style="background-color: white; box-sizing: inherit; color: #282828; float: left; font-size: 14px; font-variant-ligatures: normal; font-weight: 700 !important; line-height: 1.75; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier;"><br /></span></span><span class="summary-header font-bold" style="background-color: white; box-sizing: inherit; color: #282828; float: left; font-size: 14px; font-variant-ligatures: normal; font-weight: 700 !important; line-height: 1.75; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier;"><br /></span></span><span class="summary-header font-bold" style="background-color: white; box-sizing: inherit; color: #282828; float: left; font-size: 14px; font-variant-ligatures: normal; font-weight: 700 !important; line-height: 1.75; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier;">Summary. </span></span><p><span style="background-color: white; color: #505050; font-size: 14px; letter-spacing: 0px; orphans: 2; widows: 2;"><span style="font-family: courier;">The rollout of Apple’s new privacy settings is upending the rules of digital advertising on the iOS platform. By limiting advertisers’ ability to track user behavior, Apple is forcing them to adapt to a new paradigm — and fast. As other tech companies may soon follow suit, this disruption is an opportunity for advertisers to prepare for the coming era. They should embrace new privacy preserving approaches; know that privacy workarounds are a short-term strategy at best; transition away from user-centric models; invest in better understanding their audience; and use ad creativity as a way of differentiating themselves from rivals.</span></span></p><p><span style="background-color: white; color: #505050; font-size: 14px; letter-spacing: 0px; orphans: 2; widows: 2;"></span></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjj5q8L90_PAQ-Vy_9hkZ4xCySlX1Tbmzm0ftDq_YBRMx8On4fyUgTPXuwnXFa9ZlHpR-wK1csPbe2PPcDBql5RkcOE1aYBajOQ6CGli7cIxvFYHrqzZE9Ki93ESp_s7J4R6wm8cLVAM1ak/s2048/rodion-kutsaev-0VGG7cqTwCo-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1365" data-original-width="2048" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjj5q8L90_PAQ-Vy_9hkZ4xCySlX1Tbmzm0ftDq_YBRMx8On4fyUgTPXuwnXFa9ZlHpR-wK1csPbe2PPcDBql5RkcOE1aYBajOQ6CGli7cIxvFYHrqzZE9Ki93ESp_s7J4R6wm8cLVAM1ak/w640-h426/rodion-kutsaev-0VGG7cqTwCo-unsplash.jpg" width="640" /></a></div><p></p><p style="text-align: center;"><span style="font-family: courier; font-size: medium;"><span style="background-color: white; color: #282828; letter-spacing: -0.197917px; orphans: 2; widows: 2;">Apple is turning the privacy settings of its mobile ecosystem upside down. When it releases its app tracking transparency (ATT) framework with iOS 14.5 on April 26, it will shut off a stream of data that app developers, measurement companies, and advertisers have used to link users’ behavior across apps and mobile websites — a move that could reshape the digital advertising industry. With the update, the “identifier for advertisers” (IDFA), which has been activated by default on Apple devices and provides access to user-level data to app publishers, will be switched off and users will need to grant apps explicit permission to access it. With in-app prompts asking users, “Allow [app name] to track your activity across other companies’ apps and websites?” opt-in rates will likely be low.</span> </span></p><p style="text-align: center;"><span style="font-family: courier; font-size: medium;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;">We anticipate that Apple’s ATT initiative will deliver a major blow to targeted advertising, which is crucial to the business models of publishers of online content such as Facebook, Google, and many news outlets. But while large digital content providers will feel the effects of ATT, the large proprietary datasets they’ve amassed may protect them in the long term. Smaller companies, such as e-commerce operations that rely on targeted advertising to reach customers, and mobile measurement providers, which collect and organize app data, will likely find it harder going — a point Facebook has tried to bring home in </span><a href="https://techcrunch.com/2020/12/16/facebook-apple-small-business/" style="background-color: white; background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; orphans: 2; text-decoration: none; widows: 2;">a campaign</a><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"> responding to Apple’s policy changes.</span></span></p><p style="text-align: center;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier; font-size: medium;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">Through the rollout of ATT, Apple is re-imagining the role that advertising plays within its ecosystem. The move will allow the company to more tightly control users’ app experiences and content curation. It will also allow Apple to push adoption of its own target advertising solution — its in-house ad tracking services </span><a href="https://mobiledevmemo.com/allow-this-app-to-personalize-advertising-for-you/" style="background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration: none;">use friendlier language</a><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> than what is required of third-party apps and it recently introduced </span><a href="https://www.mobilemarketingreads.com/apple-to-roll-out-new-ad-spot-in-the-app-store-to-boost-its-ads-business/" style="background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration: none;">new ad spots on the App Store</a><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">. Establishing itself as a leader in privacy can serve to strengthen its brand and have lasting positive effects on its hardware sales to boot.</span></span></span></p><p style="text-align: center;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">While ATT might be the most impactful change to the digital advertising ecosystem to date, more restrictions around user privacy are in the offing. Developments such as </span><a href="https://webkit.org/blog/11529/introducing-private-click-measurement-pcm/" style="background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration: none;">private click measurement</a><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> (PCM), Google’s </span><a href="https://blog.google/products/ads-commerce/2021-01-privacy-sandbox/" style="background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration: none;">Federated Learning of Cohorts</a><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> (FLoC), the </span><a href="https://dstillery.com/third-party-cookies-no-new-identifiers/" style="background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration: none;">end of third-party cookies in Chrome</a><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">, and governmental privacy regulations such as GDPR and CCPA all point to a new privacy-centric era on the horizon. That means that advertisers and advertising firms need to learn how to play by a new set of rules — and fast. Here’s a primer on how you can be prepared to navigate the changes.</span></span></span></span></p><p><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"></span></span></span></span></p><h2 style="background-color: white; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; line-height: 1; margin: 0px 0px 1.5rem; orphans: 2; padding: 0px; text-align: center; text-decoration-thickness: initial; text-rendering: auto; widows: 2;"><span style="font-family: courier; font-size: medium;">What ATT Changes</span></h2><div style="text-align: center;"><span style="font-family: courier; font-size: medium;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;">Apple’s new approach to privacy presents a clear problem for advertisers who rely on targeted advertising — in other words, most digital advertisers — in that it will make it much harder to meaningfully link user behavior across apps and mobile websites in the iOS ecosystem. Depending on opt-in rates (which, again, are </span><a href="https://mobiledevmemo.com/att-opt-in-rates-are-irrelevant/" style="background-color: white; background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; orphans: 2; text-decoration: none; widows: 2;">expected to be low</a><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;">), this presents a major challenge for advertising targeting algorithms that achieve their current good performance by observing not only what ads users view and click on, but also who then proceeds to take relevant actions on the website or in the app of the advertiser.</span></span></div><div style="text-align: center;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier; font-size: medium;"><br /></span></span></div><div style="text-align: center;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-family: courier; font-size: medium;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">Overall, ATT can be expected to make ads substantially less relevant for consumers and to make them perform substantially less well for advertisers — except for ads delivered by Apple’s own personalized ads system. It also reduces the precision of advertising measurement across iOS apps and mobile websites. Many industry insiders </span><a href="https://www.bloomberg.com/news/articles/2021-02-04/google-explores-alternative-to-apple-s-new-anti-tracking-feature?sref=gKSeqgQQ" style="background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration: none;">expect Google to make a similar change</a><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> in the Android ecosystem at some point in the future, effectively rendering digital advertising less relevant across the board and its measurement much less granular and precise.* These changes in the digital measurement landscape roll back some of the innovations that became possible through digitization, namely precise measurement through user-level attribution and </span><a href="https://hbr.org/2020/10/marketers-underuse-ad-experiments-thats-a-big-mistake" style="background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration: none;">advertising experiments</a><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">.</span></span></span></div><div style="text-align: center;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></div><div style="text-align: center;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;">To aid advertisers in navigating the limitation in data availability introduced by ATT, Apple is offering a measurement solution called SKAdNetwork (SKAN) that makes performance data available at the campaign level. However, not only is there a limit on the number of available campaign slots per advertiser, SKAN also adds a random time delay on the observation of performance events such as purchases or cart-adds and restricts how and how many of such events can be observed per campaign.</span></span></span></span></div><div style="text-align: center;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></span></div><div><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><p style="box-sizing: inherit; font-variant-ligatures: normal; letter-spacing: -0.0104167em; line-height: 1.63158; margin: 0px 0px 1.5rem; padding: 0px; text-align: center; text-decoration-thickness: initial; text-rendering: optimizeSpeed;">SKAN falls within the sphere of differential privacy, an approach to marketing measurement that uses statistical methods to make it impossible to infer any individual user’s behavior while still allowing linking of behavior across different digital properties. Differential privacy is likely to become more prevalent. Other tech companies, such as <a href="https://github.com/google/differential-privacy" style="background-position: 0px 0px; background-repeat: initial initial; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; line-height: inherit; text-decoration: none;">Google</a>, are investing significantly into such technologies as well but there <a href="https://arstechnica.com/gadgets/2021/04/everybody-hates-floc-googles-tracking-plan-for-chrome-ads/" style="background-position: 0px 0px; background-repeat: initial initial; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; line-height: inherit; text-decoration: none;">may be a long way to go</a> before wide acceptance and adoption as a new privacy-safe measurement approach.</p><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><div style="text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">In the meantime, more traditional measurement solutions that are privacy-safe by default will likely stand to gain in relevance. For example, marketing mix models (MMMs) were developed on and for aggregate advertising and sales data observed over time and do not require any linking of lower-level tracking data. They make use of natural variation in a firm’s marketing mix or, where possible, of explicitly induced randomization over time and/or geographies to measure advertising effects. Bearing testament to the likely renaissance of MMMs in marketing measurement, Facebook published an </span><a href="https://facebookexperimental.github.io/Robyn/docs/about" style="background-position: 0px 0px; box-shadow: rgb(195, 221, 219) 0px -0.1875rem 0px inset; box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration: none;">open-source computational package</a><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> that allows advertisers to implement MMMs in a guided manner.</span></div></span></span></span></span></span></div><div style="text-align: center;"><span style="background-color: white; color: #282828; font-variant-ligatures: normal; letter-spacing: -0.197917px; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></span></span></div><div><span style="background-color: white; font-variant-ligatures: normal; orphans: 2; text-decoration-thickness: initial; widows: 2;"><span style="font-variant-ligatures: normal; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; text-decoration-thickness: initial;"><h2 style="box-sizing: inherit; color: #282828; font-variant-ligatures: normal; letter-spacing: normal; line-height: 1; margin: 0px 0px 1.5rem; padding: 0px; text-align: center; text-decoration-thickness: initial; text-rendering: auto;"><span style="font-family: courier; font-size: medium;">How You Can Adapt</span></h2><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;">So what should advertisers and advertising firms do? We believe that internalizing the following strategic viewpoints can help businesses navigate this changing privacy landscape.</span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><span style="box-sizing: inherit; font-variant-ligatures: normal; font-weight: 700; letter-spacing: -0.197917px; line-height: inherit; text-decoration-thickness: initial;">1) Embrace privacy preservation methodologies like differential privacy (Apple) and federated learning (Google).</span><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> These are the primary means by which large platforms are ushering in new privacy protections for consumers — firms that are planning ahead should build advertising technology that aligns with them.</span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;">When privacy policy changes, the biggest pain point for advertisers is infrastructure upgrades. This sea change should be seen as an opportunity to invest in new and innovative technologies that not only comply with platform regulations but do so in a way that is forward looking. New restraints on the data that can be used for measurement and analysis can create competitive advantage in moments of dramatic change, when competitors are reticent to invest or adapt.</span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><span style="box-sizing: inherit; font-variant-ligatures: normal; font-weight: 700; letter-spacing: -0.197917px; line-height: inherit; text-decoration-thickness: initial;">2) Understand that workarounds to new privacy regulations are not a viable, long-term solution. </span><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">It may seem relatively cheap or straightforward to build solutions that preserve advertising workflows and measurement schemas by sneakily contravening platform policies — using device fingerprinting or server-to-server conversion management — but taking this approach merely delays the inevitable pain of adaptation. A firm should make investments into real solutions, not gimmicks that exploit loopholes or are predicated on rules not being fully enforced, especially since the privacy landscape is currently mostly dictated by large platforms that mostly operate according to their own rules.</span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><span style="box-sizing: inherit; font-variant-ligatures: normal; font-weight: 700; letter-spacing: -0.197917px; line-height: inherit; text-decoration-thickness: initial;">3) Transition advertising measurement away from deterministic, user-centric models.</span><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> Instead, use more holistic, macro-level models that look at variations in ad spend and revenue over time to attribute efficiency to channel-specific ad campaigns. This approach requires sophisticated data-science expertise, and these types of models can be difficult to tune properly, but a measurement solution that relies on statistical sophistication is more robust and durable than one that relies on the precision of user identity. Tools like MMMs not only provide insight from data that is readily available and affirmable such as revenue and ad spend, but they also allow for traditional advertising channels such as television and out-of-home to be included in the advertising media mix and accommodated for in measurement.</span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><span style="box-sizing: inherit; font-variant-ligatures: normal; font-weight: 700; letter-spacing: -0.197917px; line-height: inherit; text-decoration-thickness: initial;">4) Deepen your understanding of your audience and rely less on niche products.</span><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> The products that suffer most in the loss of the identifier-based advertising targeting are those that target niche audiences and depend on very high rates of monetization participation, or very extreme levels of monetization from a small segment of the customer base. Building a more broadly appealing product is a strategy for overcoming the degradation of advertising effectiveness: The more people that are receptive to your product, the less targeted your ads must be in order to reach customers.</span></span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><span style="box-sizing: inherit; font-variant-ligatures: normal; font-weight: 700; letter-spacing: -0.197917px; line-height: inherit; text-decoration-thickness: initial;">5) Get more creative and use it as a means of differentiation.</span><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"> Absent the targeting capabilities that are unlocked with device identifiers and behavioral histories, advertisers can focus on ad creative as a way to increase the reception their ads receive with potential customers. Novel, creative, and attractive ads can’t fully replace the efficiency lost in digital advertising from the deprecation of advertising identifiers, but it can help to reach the most relevant segment of an audience by penetrating through generic, nondescript advertising from competitors. With precision targeting largely removed from the advertiser’s toolbox, ad creative can be used as a way to stand out to the most appropriate portions of the broader audiences to which ads will be exposed.</span></span></span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><br /></span></span></span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;">Apple’s ATT framework may be the most economically impactful and brazen change to privacy policy in years. It won’t be the only one, however. As this step is likely the start of a new era rather than an outlier event, we recommend using the opportunity to brush up on privacy technologies such as differential privacy and federated learning and to sustainably revamp your marketing measurement toolkit.</span></span></span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px; text-align: center;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-family: courier; font-size: medium;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;">*</span><span data-stringify-type="italic" style="box-sizing: inherit; font-style: italic; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration-thickness: initial;">Correction: An earlier version of this article stated that Google had announced a similar move in the Android ecosystem. Google has not publicly announced this change.</span></span></span></span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span style="font-variant-ligatures: normal; letter-spacing: -0.197917px; text-decoration-thickness: initial;"><span data-stringify-type="italic" style="box-sizing: inherit; font-style: italic; font-variant-ligatures: normal; letter-spacing: -0.197917px; line-height: inherit; text-decoration-thickness: initial;"><span style="font-family: courier;"><br /></span></span></span></span></span></span></span></span></div><div style="color: #282828; letter-spacing: -0.197917px;"><span style="font-family: courier;">Curated Content Written <span class="by-prefix" style="box-sizing: inherit; font-variant-ligatures: normal; letter-spacing: -0.0104167em; text-decoration-thickness: initial; text-transform: lowercase;">by </span><span style="font-variant-ligatures: normal; text-decoration-thickness: initial;"></span><ul class="article-byline-list" style="box-sizing: inherit; display: inline; font-variant-ligatures: normal; line-height: inherit; list-style: none; margin: 0px; padding: 0px; text-decoration-thickness: initial;"><li class="article-author" style="box-sizing: inherit; display: inline; margin: 0px; padding: 0px;"><a href="https://hbr.org/search?term=julian%20runge" style="background-position: 0px 0px; box-sizing: inherit; color: #282828; letter-spacing: -0.0104167em; line-height: inherit; text-decoration: inherit;">Julian Runge</a></li> <span class="last-author-joint" style="box-sizing: inherit; letter-spacing: -0.0104167em; text-transform: lowercase;">and </span><li class="article-author" style="box-sizing: inherit; display: inline; margin: 0px; padding: 0px;"><a href="https://hbr.org/search?term=eric%20seufert" style="background-position: 0px 0px; box-sizing: inherit; color: #282828; letter-spacing: -0.0104167em; line-height: inherit; text-decoration: inherit;">Eric Seufert</a></li></ul></span></div><div><span style="color: #282828; font-family: courier;"><a href="https://hbr.org/2021/04/apple-is-changing-how-digital-ads-work-are-advertisers-prepared"><span style="letter-spacing: -0.197917px;">CLICK here to view the </span><span style="caret-color: rgb(40, 40, 40); letter-spacing: -0.19791699945926666px;">full article</span></a></span></div></span></span></span></span></div>Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com2tag:blogger.com,1999:blog-3822426113544438244.post-35039504987740970722021-04-27T20:03:00.010-07:002021-04-27T20:54:20.294-07:005 Ways Apple iOS 14 Will Affect Your Facebook Ads (and How to Prepare)<p style="text-align: center;"><span style="font-family: courier;"> <span style="caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px;">It’s official. It’s happening. And it will affect how we use Facebook ads.</span></span></p><p style="text-align: center;"><span style="color: #3e4553; font-family: courier; font-size: medium;"><span style="caret-color: rgb(62, 69, 83);">Content by Madis Birk</span></span></p><p style="text-align: center;"><span style="color: #3e4553; font-family: courier; font-size: medium;"><span style="caret-color: rgb(62, 69, 83);"><a href="https://adespresso.com/blog/apple-ios-14/#_">CLICK FOR LINK</a></span></span></p><p style="text-align: center;"><span style="font-family: courier;"></span></p><div class="separator" style="clear: both; text-align: center;"><span style="font-family: courier;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgS6F1Zbpzs-Ga06h9HQ53GTRRRagkddMIUwToTCibOzZSIuh2ayU8_hULQVPNN-UFSFUqH9RNAB6HTae7rJP8PZW8ZSpiquFBSzGeAyNiYZ1AEEw5agQ4E51vX196LKdnT_jTLDYLWNX-1/s2048/glen-carrie-ra4vJwxnvAo-unsplash.jpg" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1365" data-original-width="2048" height="427" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgS6F1Zbpzs-Ga06h9HQ53GTRRRagkddMIUwToTCibOzZSIuh2ayU8_hULQVPNN-UFSFUqH9RNAB6HTae7rJP8PZW8ZSpiquFBSzGeAyNiYZ1AEEw5agQ4E51vX196LKdnT_jTLDYLWNX-1/w640-h427/glen-carrie-ra4vJwxnvAo-unsplash.jpg" width="640" /></a></span></div><span style="font-family: courier;"><br /><span style="caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px;"><br /></span></span><p></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Apple’s three new app policies are expected to take full effect soon. Well, nothing to be surprised about here. The digital ads ecosystem is very dynamic and keeps changing. Whether it’s new government regulations or tech company policies, changes have occurred in the past, and will most likely happen again in the future.</span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="background-color: #fafafa;"><span style="font-family: courier;">But for now, let’s discuss the current changes that are going to occur due to the iOS 14.5 update. Apple announced that most likely from March 2021, it will provide users with an opt-in prompt on each app which will allow them to choose whether they consent to third-party sites like Facebook to track their user data. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbhakkUCZxQEu4_G1zPBxCQ24aV7Brdm7rVW63zaGEWkqEol7iJYUL_jpXK-uXX_sxMFzIG1C5_omXm5AIkZaX5-kSS6AvWw7LEqRmd6_8ukz7Cx9bX3FKYj36rqWfhWiSc6dGOXIhyglC/s605/Screen-Shot-2021-02-24-at-3.05.20-PM.png" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: courier;"><img border="0" data-original-height="217" data-original-width="605" height="230" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgbhakkUCZxQEu4_G1zPBxCQ24aV7Brdm7rVW63zaGEWkqEol7iJYUL_jpXK-uXX_sxMFzIG1C5_omXm5AIkZaX5-kSS6AvWw7LEqRmd6_8ukz7Cx9bX3FKYj36rqWfhWiSc6dGOXIhyglC/w640-h230/Screen-Shot-2021-02-24-at-3.05.20-PM.png" width="640" /></span></a></div><div class="separator" style="clear: both; text-align: center;"><span style="font-family: courier;"><br /></span></div><p></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">In this article, we are going to discuss how Apple’s new policies will affect Facebook advertisers. And if you scroll all the way to the end, you will also find several expert strategies to ensure that you survive this latest update.</span></span></p><div class="separator" style="clear: both; text-align: center;"><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Here are some changes you should expect soon: </span></span></p><h2 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 34px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">1. Changes in App Advertising</span></span></h2><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">In May 2018, Apple introduced a concept called the ‘SKAdNetwork’ API. One of the main reasons behind coming up with this concept was to increase the privacy of users who installed mobile apps. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Well, now that it’s 2021, and the SKAdNetwork API is no longer just a concept. It’s a reality that will affect the way you use Facebook Ads. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Going forward, the SKAdNetwork API will be used by Facebook for app advertising on all iOS 14 devices, and this will either restrict, aggregate, or delay all app event data. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">For example, when it comes to campaign management, event data will be restricted to a maximum of nine campaigns and five ad sets per campaign for every Facebook Ads account. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Furthermore, lift measurement will be unavailable for iOS 14 App Install and App Events campaigns. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">And last but not least, reporting of events will be delayed for up to three days after an app is installed.</span></span></p><h2 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 34px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">2. Changes in Mobile Web Advertising</span></span></h2><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">The SKAdNetwork API is not the only new creation of Apple that will affect advertisers. Apple has also created the PCM (Private Click Measurement) protocol for web attribution. This protocol will strongly contribute to restricting data that businesses and platforms can access. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Let’s understand PCM with an example.</span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Suppose an iOS 14 user is served an ad on Instagram and is taken to a web browser to complete a purchase. Now, because of PCM, this event would be lost and not properly attributed. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Tracking users in a different geographical location will also be a challenge. For example, if a user in Spain is served an ad for a US-based company, but is then redirected to the local version of the website based on their location, the purchase would not be properly tracked. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Rest assured, Facebook will release the Aggregated Event Management tool to counter this problem. This tool will help in proper attribution of sales if an event similar to the ones mentioned above occurs. </span></span></p><h2 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 34px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">3. Optimization and Targeting</span></span></h2><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">With iOS 14.5, there will be an eight-pixel event cap per domain for optimization. This means that an advertiser will only be able to use a maximum of eight conversion events per domain for optimization. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">So, if you’re an advertiser, you will need to prioritize the eight events that are of most importance to you. One thing to note here is that the eight-event cap is only capping the number of events you can optimize towards. However, you may still track more events for reporting and audience creation. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">In short, the new iOS update may hinder optimization, especially if there are not enough data points. This is probably not very good news for small-scale advertisers who do not have many data points as compared to the big players. Also, as more and more people update their operating system to iOS 14.5, the size of retargeting audiences will also shrink over time. </span></span></p><h2 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 34px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">4. Measurement</span></span></h2><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">The new default attribution window will make measurement a bit complicated as it will contribute to under-reporting on organic as well as paid channels. You should also expect an increase in dark social traffic. (If you cannot recall what ‘dark social’ is, it’s when people privately share content on social media which makes it harder to track. Dark traffic has always been there, but the new iOS update might contribute to its increment.) </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">When it comes to <a href="https://adespresso.com/blog/understand-facebook-ads-metrics-guide/" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;">ad reporting data</a>, there will be a three-day delay on data display for the data that comes from iOS 14.5 users. This is because of Apple’s PCM (Private Click Measurement) protocol. As explained above, PCM can restrict and delay data access. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Limited data could make running ads a little inconvenient to advertisers. For example, clients will only be able to see a few reported conversions, and sadly, the conversion event breakdowns would not even exist. </span></span></p><h2 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 34px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">5. Business Manager Tool Setup</span></span></h2><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">This section is short and simple, yet very important. The <a href="https://adespresso.com/blog/facebook-business-manager-guide/" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;">Facebook Business Manager</a> interface will have a change in design. This needs to be done because Facebook cannot have a separate interface for Android and iOS. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">It’s likely not going to be rocket science and advertisers will get used to the new changes in the Facebook Business Manager interface easily. For instance, things might move from Ads Manager settings to campaign level, or maybe, from Ads Manager to Event Manager.</span></span></p><h2 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 34px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">How to Prepare for the iOS 14.5 Update in a Proactive Way </span></span></h2><h3 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 28px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">Actions to take now</span></span></h3><h4 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 20px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Action 1: Verify your domains with Facebook</span></span></h4><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">When you verify your domains with Facebook, this means that you’re officially set up on the platform. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">There are several ways of </span><a href="https://developers.facebook.com/docs/sharing/domain-verification" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;"><span style="box-sizing: border-box;">verifying domains with Facebook</span></a><span style="box-sizing: border-box;">. You could add a DNS TXT entry to your DNS record and confirm that you are the owner of a particular domain. You could also upload a Facebook-provided HTML file to your web directory to do this. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Adding a meta tag to the <head> section of your domain home page is also an easy way to verify domains. </span></span></p><h4 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 20px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Action 2: Decide which eight events for conversions you’ll track</span></span></h4><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Because of the new limit, you will have to choose the eight events you want to use to track conversions, then rank them in the Events Manager. Remember, just like domain verification, this needs to be done by the pixel owner, not the partner. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">Check out Facebook’s </span><a href="https://www.facebook.com/business/help/721422165168355/" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;"><span style="box-sizing: border-box;">official overview of “events”</span></a><span style="box-sizing: border-box;"> and </span><a href="https://www.facebook.com/business/help/422408905612648" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;"><span style="box-sizing: border-box;">this guide</span></a><span style="box-sizing: border-box;"> on how to decide which events to track.</span></span></p><h4 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 20px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Action 3: Compare the relationship between 28-day to 7-day attribution</span></span></h4><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">You should calculate the impact that the attribution window change will have on your business before Facebook removes 28-day attribution. Since the reporting will change to 7-day post click and 1-day post view, you will need to keep an account of the sales that occur from days 8 to 28. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: start;"></p><div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTPn9BSm94jyC7O_ZqK7wh1je5p6D5HKqd10xvR62w3sV85-hCrQ7rHw85DsXm9t5l-B_yKNaB5JZpI9hj13WNFiOTMqGFlea3iDtBdGqCGv-uEmhg0dBq690wrAEv2x4zWMmpYLPEyePf/s557/Screen-Shot-2021-02-24-at-3.07.55-PM.png" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: courier;"><img border="0" data-original-height="383" data-original-width="557" height="440" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTPn9BSm94jyC7O_ZqK7wh1je5p6D5HKqd10xvR62w3sV85-hCrQ7rHw85DsXm9t5l-B_yKNaB5JZpI9hj13WNFiOTMqGFlea3iDtBdGqCGv-uEmhg0dBq690wrAEv2x4zWMmpYLPEyePf/w640-h440/Screen-Shot-2021-02-24-at-3.07.55-PM.png" width="640" /></span></a></div><div class="separator" style="clear: both; text-align: center;"><span style="font-family: courier;"><br /></span></div><p></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box; font-style: italic;"><span style="font-family: courier;">Source: Facebook</span></span></p><div class="separator" style="clear: both;"><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">Here are </span><a href="https://www.facebook.com/business/help/460276478298895?id=561906377587030" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;"><span style="box-sizing: border-box;">some more detailed instructions</span></a><span style="box-sizing: border-box;"> on adding comparing windows to show view and click attribution.</span></span></p><h4 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 20px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Miscellaneous actions</span></span></h4><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">You should proactively evaluate the impact of targeting and optimization changes on your campaigns. Also, make sure that the </span><a href="https://www.facebook.com/business/help/1993001664341800?id=1205376682832142" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;"><span style="box-sizing: border-box;">Auto-Advanced Matching is turned on in Events Manager.</span></a><span style="box-sizing: border-box;"> </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">Finally, to understand the true impact of Facebook and Instagram ads on your sales funnel, you should install a post-purchase attribution survey tool, like </span><a href="https://www.foxwelldigital.com/blog/2020/11/30/prove-it-interview-with-foxwell-digital" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;"><span style="box-sizing: border-box;">Prove It Post-Purchase Surveys</span></a><span style="box-sizing: border-box;">. This will help you collect data and feedback from customers voluntarily—without relying on cookies.</span></span></p><h3 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 28px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">Actions to take later</span></span></h3><h4 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 20px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Action 1: Focus on strategic alliances with innovative data products </span></span></h4><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">You should use products like ‘clean rooms’, which provide advertisers with privacy and safe access to data with events tied to various user IDs for ID management. Some examples of these products include, but are not limited to, Google Ads Data Hub, Facebook Advanced Analytics, Adobe Experience Platform, and Amazon Marketing Cloud.</span></span></p><h4 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 20px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Action 2: Find alternatives to cookie tracking</span></span></h4><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">If you’re a marketing partner, you can still facilitate retargeting by using any number of user-specific identifiers to target individuals, such as email addresses, phone numbers, etc. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">In order to increase the volume of persistent IDs, you should encourage site login through improved authenticated experiences or by offering incentives to consumers for logging in. </span></span></p><h4 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 20px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Action 3: Develop “value exchange” strategies </span></span></h4><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">As explained briefly in the previous point, you could offer incentives to customers for sharing their data through “value exchange” strategies. This is a great way to increase a brand’s first-party data. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">An Accenture survey from 2019 found that 71% of the 8,000 surveyees believed that the brand had communicated in a way that was too personal. However, a whopping 93% said that it’s important that every interaction they have with the brand should be excellent. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">To offer excellent experiences, brands need to dig deep into their consumers’ psyche—and a lot of data is required to truly understand your customers. So, use value exchange strategies to collect data and use it to your advantage. </span></span></p><h4 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 20px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">Miscellaneous actions</span></span></h4><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">To survive the new changes, you should make data governance a top priority. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">In order to do this, you must </span><span style="box-sizing: border-box; font-weight: 600;">ensure that the data collected and stored has proper user consent</span><span style="box-sizing: border-box;">, and can be appropriately leveraged for media execution purposes. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">You should also </span><a href="https://developers.facebook.com/docs/marketing-api/conversions-api/" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;"><span style="box-sizing: border-box; font-weight: 600;">implement Conversions API</span> </a><span style="box-sizing: border-box;">to ensure that the events are passed back to Facebook directly from the server—not just from the pixel. </span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">If you use Shopify, you should </span><span style="box-sizing: border-box; font-weight: 600;">set up the </span><a href="https://apps.shopify.com/facebook" style="border-bottom-color: rgba(59, 89, 152, 0.4); border-bottom-style: dotted; border-bottom-width: 1px; box-sizing: border-box; color: #3b5998; text-decoration: none;"><span style="box-sizing: border-box; font-weight: 600;">Facebook Sales Channel App</span></a><span style="box-sizing: border-box;">. It is very easy to set up. Simply connect your Facebook account and watch all your products sync automatically. This will make it convenient for you to promote them on Facebook or Instagram.</span></span></p><h2 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 34px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">What Industry Experts Have to Say </span></span></h2><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="font-family: courier;"><span style="box-sizing: border-box;">“</span><span style="box-sizing: border-box;">This will have the biggest negative impact on one particular type of movie release, that being the cinema release. A conversion for a movie ticket is in most cases a cross-device conversion as an effect of the complex value chain of the movie industry. This, combined with the ticket being accessible to purchase in a limited timeframe will ultimately result in fewer conversions for theatrical releases whilst continuing on a trend the industry has seen in the last couple of years; more and more movies will be watched online.”</span></span></p><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="font-family: courier;">– Nikolaj Mathies, CEO at Gruvi US</span></span></p><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; margin: 0px 0px 22px; padding: 0px; text-align: start;"><span style="font-family: courier;"><span style="box-sizing: border-box;"></span></span></p><h3 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 28px; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;"><span style="font-family: courier;">Effect on the promotion of SaaS via FB Ads</span></span></h3><div><span style="box-sizing: border-box;"><span style="font-family: courier;"><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;">“</span><span style="box-sizing: border-box;">Facebook ads is one of the best channels to drive new customers for SaaS companies and the iOS14.5 update isn’t going to change that. What will change however is the ease at which you can expect to report back on the direct impact of your ads. Continue to focus on your fundamentals like improving your creatives, messaging, and overall marketing funnel. Accept that you’ll have a little less precision with your in-platform reporting and make sure you’re always using UTM tagging so that you can still track everything easily in Google Analytics.”</span><span style="box-sizing: border-box;"><br style="box-sizing: border-box;" /></span></p><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;">– Dylan Hey, CEO at Hey Digital</span></p><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: start;"><span style="box-sizing: border-box;"></span></p><h3 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 28px; font-weight: 400; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;">Effect on the promotion of real estate via FB Ads</span></h3><div><span style="box-sizing: border-box;"><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;">“</span><span style="box-sizing: border-box;">The changes push the real estate industry to adapt and find new strategies once again. It will be difficult to rely less on the Facebook Pixel for retargeting and ad measurement but there will still be many ways to use the platform efficiently.”</span><span style="box-sizing: border-box;"><br style="box-sizing: border-box;" /></span></p><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;">– Zachary Dulla, CEO at Indoor Drone Tours</span></p><h3 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 28px; font-weight: 400; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;">Effect on the promotion of e-commerce products via FB Ads</span></h3><div><span style="box-sizing: border-box;"><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;">“Since the CTA is rather cold of the prompt Apple is sending to IOS14 devices, we’re expecting a rather high opt-out ratio. In conclusion, side-server tracking will become the most important third source for facebook to gather their aggregated data events. Social media channels, such as Facebook, will therefore need to work towards eROAS, which are an estimated ROAS, instead of actual data proven ROAS. Facebook Ads will temporarily have lower ROAS for eCommerce until their algorithm is up to speed with eROAS.”</span><span style="box-sizing: border-box;"><br style="box-sizing: border-box;" /></span></p><p style="box-sizing: border-box; caret-color: rgb(119, 130, 153); color: #778299; font-size: 18px; font-style: italic; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;">– Ricardo Ghekiere, Head of Paid Social at Upthrust</span></p><h2 style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 34px; font-weight: 400; line-height: 1.2; margin: 2em 0px 15px; text-align: center;"><span style="box-sizing: border-box; font-weight: 400;">Take Stock of how iOS 14.5 affects your brand and be proactive</span></h2><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;">Ultimately, the iOS 14.5 updates are going to change a lot about how you track the performance of your Facebook ads—but not all is lost. Brands who adapt to different ways of collecting feedback—and stop relying on cookies to tell them everything—will be ahead of the curve. </span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-size: 18px; font-weight: 400; margin: 0px 0px 22px; padding: 0px; text-align: center;"><span style="box-sizing: border-box;"><span style="background-color: #fafafa; caret-color: rgb(119, 130, 153); color: #778299; font-style: italic;">Madis Birk is an independent Facebook Ads Consultant. A lean, mean, growth-focused Facebook advertising plug-in to your existing A-team. A digital marketing expert integrable into your winning strategy. If you want to get in touch with Madis, you can find him by going to www.madisbirk.com.</span></span></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; margin: 0px 0px 22px; padding: 0px; text-align: left;"><b><span style="font-size: medium;">Content written by: Madis Birk </span></b></p><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; margin: 0px 0px 22px; padding: 0px; text-align: left;"><a href="https://adespresso.com/blog/apple-ios-14/"><b><span style="font-size: medium;">To view the full article click here</span></b></a></p></span></div></span></div></span></span></div></div><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-family: "Source Sans Pro", Helvetica, Arial, sans-serif; font-size: 18px; margin: 0px 0px 22px; padding: 0px; text-align: start;"><span style="box-sizing: border-box;"><br class="Apple-interchange-newline" style="caret-color: rgb(0, 0, 0); color: black;" /></span></p></div><p style="box-sizing: border-box; caret-color: rgb(62, 69, 83); color: #3e4553; font-family: "Source Sans Pro", Helvetica, Arial, sans-serif; font-size: 18px; margin: 0px 0px 22px; padding: 0px;"><br /><span style="background-color: #fafafa;"><br /></span></p>Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-7727923142122640312020-06-30T13:09:00.001-07:002020-06-30T13:09:59.927-07:00The Virtual Marketing Agencies - Virtual Business Cards for Ads<div style="text-align: center;">
<span style="font-family: "Courier New", Courier, monospace;">I'm so excited to introduce our newest project: The Virtual Business Card for Ads!</span></div>
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<span style="font-family: Courier New, Courier, monospace;">As most of you know, when selecting an ad campaign goal you have to choose Website, Facebook business page, Messenger, Phone number etc to direct the person clicking through your ad to. My question was always, why just one place? </span></div>
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<span style="font-family: Courier New, Courier, monospace;">The Virtual Business Card for Ads is a simple landing page to click your ads over to that basically has all of your linkable information in one place. From this page a future client can select in which way they'd like to reach you, as well as check out your social media such as Twitter, Linkedin, Youtube videos etc.</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><a href="https://www.vmabizcardmockup.com/">Check out a mockup we've created here</a></span></div>
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<span style="font-family: Courier New, Courier, monospace;">I chose a more simple approach for The Virtual Marketing Agencies V Biz Card</span></div>
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<a href="https://www.vmabizcardmockup.com/"><span style="font-family: Courier New, Courier, monospace;">Check out The Virtual Marketing Agencies V Biz Card Here</span></a></div>
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<a href="https://www.thevirtualmarketingagency.com/new-page"><span style="font-family: Courier New, Courier, monospace;">To find out more about getting a Virtual Business Card for yourself Click Here</span></a></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com1tag:blogger.com,1999:blog-3822426113544438244.post-65595646433342511792020-04-15T14:26:00.000-07:002020-04-15T14:26:02.445-07:00Instagram adds stickers for restaurants to sell gift cards and food delivery<h1 class="c-page-title" style="box-sizing: border-box; flex: 1 1 0px; line-height: 1.2; margin: 0px 0px 0.6rem; max-width: 924px; padding: 0.6rem 0px 0px; vertical-align: inherit;">
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<span style="font-family: Courier New, Courier, monospace;">Instagram is trying to make it easier for small businesses to spread the word about how people can support them during the COVID-19 pandemic. Today, the company announced that business and creator accounts can now include stickers in their stories that direct people to a website where they can order food delivery or buy gift cards.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPARCosK-ZceY00Bw_1VHHDwKkz2eidJe3P5meQWmwrL6nUC8WMGyqVJsSjN-aAws_OWGyqzcgA1wYbMDHRU-z0CoBQRqhiTIGmiDbIIzVZsCLa7mPbcOxu-qKbTfZfpf0Y_kIRm2WGb9F/s1600/Screen+Shot+2020-04-15+at+2.25.11+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="772" data-original-width="830" height="593" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiPARCosK-ZceY00Bw_1VHHDwKkz2eidJe3P5meQWmwrL6nUC8WMGyqVJsSjN-aAws_OWGyqzcgA1wYbMDHRU-z0CoBQRqhiTIGmiDbIIzVZsCLa7mPbcOxu-qKbTfZfpf0Y_kIRm2WGb9F/s640/Screen+Shot+2020-04-15+at+2.25.11+PM.png" width="640" /></a></div>
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<span style="font-family: Courier New, Courier, monospace;">Tapping the sticker will bring people to a website where they can complete their order. Businesses can also include stickers that link out to a fundraiser built on Facebook. These stickers can be added to businesses’ profiles, too, as a permanent button. </span></div>
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<span style="font-family: Courier New, Courier, monospace;">Food delivery and gift card stickers will be available in the US and Canada starting today with a global rollout planned for the “coming weeks.” Fundraisers are “coming soon.”</span></div>
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<span style="font-family: Courier New, Courier, monospace;">People who see the stories can share the stickers to their own stories to further spread the word. This could be a useful feature for businesses because people likely follow the places they enjoy. Also given that people have more time on their hands and therefore are likely on Instagram more, they also might see these stickers in stories more frequently than they otherwise would have.</span></div>
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<a href="https://www.theverge.com/2020/4/15/21222038/instagram-small-business-sticker-stories-gift-cards-delivery"><span style="font-family: Courier New, Courier, monospace;">Written by Ashley Carman - THE VERGE: View Full Article Here!</span></a></div>
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<span style="font-family: Courier New, Courier, monospace;">To expound on this article above, what does this mean for Instagram advertising? As a digital marketer I would recommend restaurants jump on this immediately and put some ad spend into promoted posts to get as many people to your IG account as possible. People are bored at home due to COVID-19 browsing social media and eating/ordering in. If you're not getting your account in front of IG users, then your competition is.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Here is how to attach <span style="caret-color: rgb(34, 34, 34); color: #222222;">Instagram Profile Buttons</span></span></div>
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<li class="TrT0Xe" style="border: 0px; list-style: inherit; margin: 0px 0px 4px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">Go to your <b>Instagram</b> profile.</span></li>
<li class="TrT0Xe" style="border: 0px; list-style: inherit; margin: 0px 0px 4px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">Tap Edit Profile.</span></li>
<li class="TrT0Xe" style="border: 0px; list-style: inherit; margin: 0px 0px 4px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">Under “Public Business Information,” tap Action Buttons.</span></li>
<li class="TrT0Xe" style="border: 0px; list-style: inherit; margin: 0px 0px 4px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">Under “Select a Button,” choose <b>Gift Cards</b>.</span></li>
<li class="TrT0Xe" style="border: 0px; list-style: inherit; margin: 0px 0px 4px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">Select a partner to sell your <b>gift cards</b>. ... </span></li>
<li class="TrT0Xe" style="border: 0px; list-style: inherit; margin: 0px 0px 4px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;"><b>Add</b> the partner link for the <b>gift card</b> service you selected.</span></li>
<li class="TrT0Xe" style="border: 0px; list-style: inherit; margin: 0px 0px 4px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">After you've entered the website, tap Done.</span></li>
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<span style="font-family: Courier New, Courier, monospace;">-Stephani Nunez @Jemappellestephani</span></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-17623788083972566362020-04-12T12:58:00.000-07:002020-04-12T12:58:39.344-07:00What is the Difference Between a Sponsored Post and a Paid Ad?<h2 id="subtitle" style="box-sizing: inherit; color: #666666; font-weight: 400; line-height: 38px; margin: 0px 0px 15px; padding: 0px; text-align: center; text-rendering: optimizeLegibility;">
<span style="font-family: Courier New, Courier, monospace; font-size: small;"><span style="border: 0px; caret-color: rgb(1, 48, 68); color: #013044; letter-spacing: 0px; margin: 0px; padding: 0px; text-transform: initial; vertical-align: baseline;">Social media platforms provide you with a wide audience that may not be reachable through other outlets. With almost </span><a href="http://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/" rel="noopener" style="border: 0px; color: #4ba7e4; letter-spacing: 0px; margin: 0px; padding: 0px; vertical-align: baseline;" target="_blank">1.5 billion users</a><span style="border: 0px; caret-color: rgb(1, 48, 68); color: #013044; letter-spacing: 0px; margin: 0px; padding: 0px; text-transform: initial; vertical-align: baseline;"> and a robust dashboard for dialing in to specific target markets, Facebook is one of the most attractive options for </span><span style="background-color: white; caret-color: rgb(1, 48, 68); color: #013044;">marketers who are looking to establish brand awareness as well as push particular products and services. Here is a look at the options Facebook and Twitter offers for paid posts. Likewise LinkedIn has a few options and their terminology is similar and easily confused. Read this blog post to learn what is the difference between a sponsored post and a paid ad?</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Organic Reach</span></h3>
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<span style="font-family: Courier New, Courier, monospace;"><span style="letter-spacing: 0px; text-transform: initial;">When businesses first turned to Facebook and LinkedIn for online marketing, all they had to do was create interesting posts and anyone who liked or followed the page would see them. Over the years, however, social media has made changes to what people see and how often posts from businesses are shown, even if they are not promotional posts. Today, in order for companies to get their posts in front of more than just a handful of their followers, they have to shell out some cash.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Boosted Posts</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">A boosted post is one that is pushed into more news feeds of people who like your page and their friends, or people that you target based on location, age, gender, and interests. It works in the "native" environment of the social media site. You have the option of boosting any existing post on your timeline, and when you have a post that is getting more engagement than most of your others, Facebook will even suggest boosting it to get even better results. In LinkedIn, it's called a Sponsored Update.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Boosted posts, as it is called in Facebook and "promoted tweets" in Twitter, are ideal when you want to get better engagement, such as getting more likes or shares for a certain post, or when you want to draw in more page likes by promoting a post that showcases the type of content that people would see if they followed your page. If you are trying to achieve a specific goal through social marketing such as <a href="https://blog.envisionitsolutions.com/increase-traffic-to-your-website" style="border: 0px; color: #4ba7e4; margin: 0px; padding: 0px; text-transform: initial; vertical-align: baseline;">sending people to your website</a>, a paid advertisement will give you better results.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Paid Advertising</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">Boosted posts are paid advertising, but they appear in your timeline or news feed. Both Facebook and LinkedIn give you the option to create an ad, based on your objective and includes options such as sending people to your website or raise attendance at your event. You can choose to pay per click, or spend a certain amount each day to get the results you are looking for and you can check your Ads Manager to see how your posts are performing and make adjustments.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">These separately displayed ads appear to the right side of the main news feed. These ads also allow you to be far more selective when it comes to your audience so you will be able to choose better targets and make the most of your advertising budget. Another benefit that ads have over boosted posts is the ability to test a number of different ads at once so you can get a better idea of which online marketing tactics are working and which to scrap.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Things to Remember</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">Whether you are boosting a post or paying for an ad, Facebook does not allow more than 20% of the post's image to be text so be careful when sharing links to ensure that the image that is pulled is not too text heavy. If you are not sure which paid format is best for your online marketing goals, remember that boosted posts work better when promoting within Facebook and LinkedIn, and display ads work better when you are trying to draw people away from it.</span></div>
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<a href="https://blog.envisionitsolutions.com/what-is-the-difference-between-a-sponsored-post-and-a-paid-ad"><span style="font-family: Courier New, Courier, monospace;">Written by: <span style="font-weight: 600; text-transform: initial;">Mike Tungate - View Full Article Here!</span></span></a></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-32840874685450112342020-04-03T11:09:00.002-07:002020-04-03T11:09:29.134-07:00Don’t Quarantine Your Marketing<div style="box-sizing: inherit; text-align: center;">
<span style="font-family: Courier New, Courier, monospace;">There’s no question these are uncertain times. But how we as businesses and leaders react to situations and proactively prepare for the future will set us apart.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">We are also in unprecedented times with social distancing. Yet quarantine or self-isolation doesn’t mean we’re cut off from all contact with one another. Technology is allowing people to carry on in many areas of their work and lives. It also presents new opportunities for businesses to engage with their audience and consumers.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The question for many remains how to adjust creatively now to survive — while also preparing for a future “normal” in which something like this could happen again.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">While some predict the <a href="https://www.bloomberg.com/news/articles/2020-03-12/will-warm-weather-curb-coronavirus-what-experts-say-quicktake" rel="noopener noreferrer nofollow" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">warm weather will curb the novel coronavirus transmission</a>, others believe it’s <a href="https://www.theguardian.com/world/2020/mar/15/uk-coronavirus-crisis-to-last-until-spring-2021-and-could-see-79m-hospitalised" rel="noopener noreferrer nofollow" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">here for the long haul</a>. Of those who believe it will stick around, some think it will become just <a href="https://www.statnews.com/2020/02/04/two-scenarios-if-new-coronavirus-isnt-contained/" rel="noopener noreferrer nofollow" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">another seasonal cold</a>. </span></div>
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<span style="font-family: Courier New, Courier, monospace;">Of course, time will tell how serious the pandemic really is, how prepared we will be to handle it, and how it will impact our daily lives.</span></div>
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<strong style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace;">That said, I want to share some real-time and forward-looking strategies for businesses and search marketing companies to understand how to face this pandemic. In this article:</span></strong></div>
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<li style="box-sizing: inherit; text-align: center;"><strong style="box-sizing: inherit;"><a href="https://www.bruceclay.com/blog/dont-quarantine-your-marketing/#impact-of-coronavirus-on-marketing" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;"><span style="font-family: Courier New, Courier, monospace;">Impact of the novel coronavirus on marketing</span></a></strong></li>
<li style="box-sizing: inherit; text-align: center;"><strong style="box-sizing: inherit;"><a href="https://www.bruceclay.com/blog/dont-quarantine-your-marketing/#dont-quarantine-your-marketing" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;"><span style="font-family: Courier New, Courier, monospace;">Don’t quarantine your marketing</span></a></strong></li>
<li style="box-sizing: inherit; text-align: center;"><strong style="box-sizing: inherit;"><a href="https://www.bruceclay.com/blog/dont-quarantine-your-marketing/#to-dos-for-marketers" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;"><span style="font-family: Courier New, Courier, monospace;">10 to-dos for marketers in the current crisis</span></a></strong></li>
<li style="box-sizing: inherit; text-align: center;"><strong style="box-sizing: inherit;"><span style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; font-family: Courier New, Courier, monospace; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;"><a href="https://www.bruceclay.com/blog/dont-quarantine-your-marketing/#impact-on-search-marketing-vendors" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;">Impact on search marketing vendors</a></span></strong></li>
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<li style="box-sizing: inherit; text-align: center;"><b style="font-family: "Courier New", Courier, monospace;">The Impact of the Novel Coronavirus on Marketing</b></li>
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<span style="font-family: Courier New, Courier, monospace;">At the time of writing, conferences and any gatherings of more than 10 are being avoided or outright canceled. </span></div>
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<span style="font-family: Courier New, Courier, monospace;">Working from home and self-isolation are the new norms until further notice. So there is less traffic on the road, in the air, and walking into businesses.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Companies that invest marketing and advertising budget into things like signage, billboards or airplane magazines will find they’re getting less visibility than ever before. And organizations that rely on events and gatherings to generate new business and revenue may struggle to make up the difference.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">It is entirely possible that radio and TV advertising spend will go up. It’s also likely that companies will hold on to cash, including marketing budgets, to brace for impact. </span></div>
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<span style="font-family: Courier New, Courier, monospace;">Some industries will fare worse than others during this crisis. For instance, as <a href="https://www.marketingdive.com/news/how-coronavirus-could-impact-marketing-from-e-commerce-to-the-olympics/573176/" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">this article points out</a>, if a business can’t get a product to market, they may cut marketing.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Reports from Search Engine Land show that industries like travel, events and restaurants are <a href="https://searchengineland.com/paused-advertising-campaigns-coronavirus-330668" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">pausing their PPC campaigns</a> altogether. Amazon has <a href="https://www.searchenginejournal.com/coronavirus-online-trends/355618/" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">all but turned off its Google Ads</a> campaigns, and instead is focusing on the demand for specific in-demand goods. </span></div>
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<span style="font-family: Courier New, Courier, monospace;">If you are in one of those most-affected industries, your <a href="https://www.iloveseo.net/seo-and-the-coronavirus-update/amp/" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">search traffic may also have tanked</a> in recent days.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Facebook’s COO Sheryl Sandberg <a href="https://www.cnbc.com/2020/03/16/facebooks-sandberg-no-one-knows-how-big-coronavirus-impact-will-be.html" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">recently echoed the sentiment</a> many people are feeling — that no one knows how big of an impact the coronavirus pandemic will have on marketing.</span></div>
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<strong style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace;">Is there a silver lining for search marketers? Yes, but we have to look for it.</span></strong></div>
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<span style="font-family: Courier New, Courier, monospace;">We can assume that the more people are working from home, the more flexible the “workday” becomes. This means that people may be doing personal or business types of searches at any hour of the day or evening.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">And of course, search behavior will vary by industry and query. For example, <a href="https://www.vox.com/recode/2020/3/12/21175570/coronavirus-covid-19-social-media-twitter-facebook-google" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">coronavirus is dominating searches</a> on top news and social channels as of late. And the query “toilet paper” has <a href="https://trends.google.com/trends/explore?q=toilet%20paper&geo=US" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">gained popularity</a> since the beginning of March.</span></div>
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<strong style="box-sizing: inherit;"><span style="background-color: #ebebeb; font-weight: normal;"><span style="font-family: Courier New, Courier, monospace;">What does this mean to search marketing? For some industries, some marketing budgets and certain queries, the need for SEO and PPC will be greater than ever.</span></span></strong></div>
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<span style="font-family: "Courier New", Courier, monospace;"><b>Don’t Quarantine Your Marketing</b></span></div>
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<span style="font-family: Courier New, Courier, monospace;">As with any crisis, how an organization responds is key. Are you calm and taking action, or panicked and paralyzed?</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Two things people should not be doing right now: hoarding toilet paper and hoarding search marketing budget.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">How a business treats marketing can make or break them. The answer in these times is to not stop marketing. For many though, it may be a good idea to reallocate the existing marketing budget (like the budget for events or billboards) to different digital channels.</span></div>
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<span style="font-family: "Courier New", Courier, monospace;"><b>10 To-Dos for Marketers in the Current Crisis</b></span></div>
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<span style="font-family: Courier New, Courier, monospace;">Here are 10 things businesses should consider when faced with the current situation or future situations like it.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">1. Know search trends.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">To be more relevant for short-term SEO and PPC campaigns, be aware of what’s being searched for now (I suggest <a href="https://www.bruceclay.com/blog/enlightened-google-trends-keyword-research/" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;">using Google Trends</a>). As a retailer, you might have huge gains from your SEM campaigns if you have the products people are searching for. On the other hand, if you know what type of search results are showing up for a query right now (remember: query deserves freshness), you can create relevant content to answer it.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">2. Create timely and relevant content.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">What does your audience or consumer want to know from you right now? Take this opportunity to communicate and give branded, unique insights on the situation. Make sure you have a good mix of content that’s both “business as usual” and relevant to the crisis so that you don’t look tone-deaf.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">3. Ramp up your digital content.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">Consider setting up your business now to produce more digital content like podcasts and webinars in both the short and long term. If you are a business with a lot of in-person consulting or training, now is the time to explore online training. By 2025, research estimates the e-learning sector will be valued at about $158 billion, so it’s not a bad time to get in on it. Lessons learned now about these strategies will prove useful should you need to continue to make them a part of your business.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">4. Shift offline to online or modify.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">If you are a local business or retailer, you’re going to have to think long term. Is it possible to shift a portion of your business online or change your business model? Can you shift in-store experiences to virtual or in-store shopping to delivery?</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">5. Optimize your content.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">If you are creating content about the coronavirus or anything that’s trending, you want to ramp up your <a href="https://www.bruceclay.com/blog/seo-checklist/" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;">optimization efforts</a> so that it can be found in the search results. <a href="https://searchengineland.com/schema-org-adds-covid-19-related-structured-data-types-in-version-7-0-330831" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">Schema.org recently added COVID-19-related</a> structured data types, for example.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">6. Use search marketing for branding and crisis communications.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">Even if the sale of your products and services is slowing down, you can use search engine marketing for branding purposes. For example, ads could point to landing pages with key information on them.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">7. Use search marketing for reputation management and trust.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">Corona beer, for example, may need to do this <a href="https://www.businessinsider.com/coronavirus-corona-beer-not-related-google-trends-2020-1" rel="noopener noreferrer nofollow" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">based on people’s perception</a> of its relation to the coronavirus. You also should monitor how <a href="https://www.bruceclay.com/blog/sentiment-trust-signal/" rel="noopener noreferrer" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;" target="_blank">online sentiment may be impacting your trust signals</a> during this time.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">8. Stay ahead of your competition.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">If you pause your search marketing campaigns, and your competition doesn’t, who will be set up for success when this whole thing passes? Which brands will people follow through all of this — those that stay in contact, or those that shut down?</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">9. Remember that SEO is a long-term strategy.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">Unless it’s critical, you should not divert your SEO budget. You should keep calm and carry on because <a href="https://www.bruceclay.com/blog/seo-is-done-when/" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;">Google’s algorithms are not taking a break</a> during a crisis. In fact, this slower period may be just the opportunity you need to do the back-burner projects (such as new content creation or server improvements) that can position you for SEO wins down the road.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">10. Don’t buy cheap SEO.</span></h3>
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<span style="font-family: Courier New, Courier, monospace;">When budgets are tight, the tendency might be to go with cheaper SEO programs or buy bundled marketing services instead of using experts that specialize. In times like these, companies cannot afford to implement anything less than expert <a href="https://www.bruceclay.com/seo/search-engine-optimization/" style="background-image: linear-gradient(transparent 0%, transparent calc(50% - 8px), rgb(184, 217, 217), calc(50% - 8px), rgb(184, 217, 217) 100%) !important; background-position: 0px 0px !important; background-size: 100% 200% !important; box-sizing: inherit; color: rgb(17, 17, 17) !important; padding: 0px !important; text-decoration: none !important; transition: background-position 120ms ease-in-out, padding 120ms ease-in-out !important;">SEO</a>. After the dust settles, they will be dealing with another crisis: no rankings, no targeted traffic, and possibly Google penalties.</span></div>
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<span style="font-family: "Courier New", Courier, monospace;"><b>What Will Be the Impact on Search Marketing Vendors?</b></span></div>
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<span style="font-family: Courier New, Courier, monospace;">This will likely not be a fun time for marketers. Unless you’re on the right side of things. <strong style="box-sizing: inherit;">For many search marketing firms, staff cuts are inevitable.</strong></span></div>
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<span style="font-family: Courier New, Courier, monospace;">A search marketing agency cannot survive as a company of interns. Many large agencies that are used to thriving on less-experienced professionals will not succeed. That’s because for a portion of this workforce, the work-from-home approach will not be successful. Lack of experience without close mentorship does not produce stellar results.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">For this reason, I speculate that a lot of search marketing firms will not make it. Tougher times do not bode well for agencies without a majority of senior staff.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Agencies will also need to do what is necessary to continue servicing new and existing clients. For some clients, budget cuts could be a concern (although the hope is that they see the value in continuing search marketing for all the reasons outlined in this article).</span></div>
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<span style="font-family: Courier New, Courier, monospace;">That means having to modify current campaigns and programs to focus on what is necessary now. Some may have new strategies while others may choose to do baseline tactics but not be as aggressive as before.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Some clients may consolidate vendors in these times. They may choose to bundle all their digital marketing services with one agency for a discount.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">What we learned in the last recession was that these agencies weren’t experts in everything. Some of them even subcontracted to us at Bruce Clay Inc. for the SEO portion of their agreements.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Unfortunately, businesses that didn’t have SEO experts working in the background realized they had shot themselves in the foot with mediocre services after the recession ended. Many of them came to us to fix what was done in that time period.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">At the end of the day, search marketing professionals, especially SEOs, are no strangers to reinventing themselves at the mercy of rapid changes (like algorithms). So I am confident that many vendors can rise to the occasion and survive.</span></div>
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<span style="font-family: "Courier New", Courier, monospace;"><b>Closing Thoughts</b></span></div>
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<span style="font-family: Courier New, Courier, monospace;">Now is the time for all of us to be leaders — businesses and search marketing vendors. We need to create short-term solutions and future-oriented strategies for our businesses and our clients. </span></div>
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<span style="font-family: Courier New, Courier, monospace;">We need to be creative with our products, services and communications. We need to send the right message: that we can carry on in the face of a crisis.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In the eye of the storm, it can be hard to see anything but chaos. The best defense is to do what is necessary to still be standing after the storm.</span></div>
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<a href="https://www.bruceclay.com/blog/dont-quarantine-your-marketing/"><span style="font-family: Courier New, Courier, monospace;"><b>Written by Andy Kuiper - View Full Article Here</b></span></a></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-53201912451109876872020-03-24T19:03:00.001-07:002020-03-24T19:03:07.988-07:00Coronavirus and the marketing industry: what happens next?<div class="article__body js-ga_event_click_body" data-event-category="Article Page Body" style="box-sizing: inherit; caret-color: rgb(51, 51, 51); color: #333333;">
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<span style="font-family: Courier New, Courier, monospace;">Coronavirus is at the forefront of everyone’s minds at the moment. We’re officially living in the midst of a pandemic, and almost everyone has been affected. Whether you’re self-isolating, working from home, or are anxious about what the future might hold, the chances are that coronavirus has already affected you in some way, shape or form.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">We don’t really want to contribute to the negative literature on the topic - of which there is a lot. The facts are pretty bleak, however, in the wake of the crisis it seems that people have been turning to social media for a sense of community.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The million dollar question is how long will all of this go on for and how will it affect the marketing sector? Here, we are taking a deep dive into how coronavirus might affect marketing in the next few weeks and months.</span></div>
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<span style="box-sizing: inherit; font-weight: 700;"><span style="font-family: Courier New, Courier, monospace;">Traditional marketing forms take a hit</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">While the UK government is yet to call for a nationwide lockdown, as we’ve seen in other countries, the advice to stay inside and limit all unnecessary outings is likely to lead to a notable decrease in out of home ad spend, with brands opting to focus on online, digital ads instead.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">TV has also been affected, with many businesses cutting TV ad spend as a precautionary measure. This is so much so that ITV, which acts as a kind of benchmark for the British TV ad market as a whole, estimates that they will see a 10% decrease in revenue due to coronavirus .</span></div>
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<span style="font-family: Courier New, Courier, monospace;">This is also on top of the fact that large sporting events and tournaments have already been cancelled, and sponsorship deals have been cut, resulting in a TV ad market that is naturally in a decline.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">However, some are predicting otherwise. TV tends to see a spike during times of bad weather or other periods where people are more likely to stay indoors, and thus, some TV executives are predicting huge increases in ad spend as consumers are forced to stay at home.</span></div>
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<span style="box-sizing: inherit; font-weight: 700;"><span style="font-family: Courier New, Courier, monospace;">Online marketing may increase</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">We’re predicting that there will be a huge increase in digital ad spend over the next few months as consumers will naturally be spending more time online, especially choosing to shop online versus leaving the house. These predictions are supported by research from Dentsu Aegis Network, who found that of 155 clients and client leaders surveyed, 14% said they were moving budget online, from offline media.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Additionally, as people travel less and work from home more, we also expect to see mobile and social opportunities increase. Research by Global Web Index found that we are seeing a huge increase in people checking social media across all age demographics; 27% among Gen Z, 30% among Millennials, 29% among Gen X and 15% among Boomers. This may be not least because people are free from the watchful eye of their manager and are able to check their phones more regularly, but also because 4 in 10 of us are checking the news more frequently!</span></div>
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<span style="box-sizing: inherit; font-weight: 700;"><span style="font-family: Courier New, Courier, monospace;">Social media ad spend is set to increase</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">Due to increased use of social media, spend across the social platforms is likely to increase.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">With more people on their phones, looking for engaging content to keep them busy as they try to tackle the emotional burden of self isolation, social media will become a daily routine that people need to keep them grounded, give them a sense of community and regular updates on the global crises. </span></div>
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<span style="font-family: Courier New, Courier, monospace;">It’s therefore thought that <span style="color: #b30e14;"><span style="border-bottom-color: transparent; border-bottom-style: solid; border-bottom-width: 2px; box-sizing: inherit;">social media spending will rise by 22.2% as a result of coronavirus</span></span>, as consumer-led brands harness the power of social media to engage their audience. We have already seen a huge jump in influencer marketing engagement, with a recent study finding a 76% increase in daily accumulated likes on Instagram #ad posts over the past two weeks.</span></div>
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<span style="box-sizing: inherit; font-weight: 700;"><span style="font-family: Courier New, Courier, monospace;">What content do people need in the midst of coronavirus?</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">As content creators, providers or facilitators, we have a unique responsibility to be conscious of the content that we publish at this time. Consumers need support from the brands they love, and social media provides a great vehicle to deliver that.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">People are turning to their most trusted brands to lead the way and deliver content that shows true consideration for the consumer. At a time when studios may not be accessible for producing branded content, brands should consider working with a vetted network of content creators, in order to ensure that your brand message is creatively translated to your target audience by a trusted partner.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Content centred around mental health and keeping healthy will naturally be of interest to consumers at this time. Equally as important is content that keeps us busy, optimistic and excited about the world as we collectively navigate through this topsy-turvy time.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">If you have concerns about where your marketing budget is going, or want to discuss how coronavirus might affect your marketing strategy then get in touch. We’d love to hear from you.</span></div>
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<b><span style="font-family: Courier New, Courier, monospace; font-size: x-small;">By Ben Jeffries - Open Mic</span></b></div>
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<b><span style="font-family: Courier New, Courier, monospace; font-size: x-small;">To view full article click here</span></b></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-81343132669376156842019-10-15T11:33:00.000-07:002019-10-15T11:33:13.626-07:00How AI-enabled marketing can lower website bounce rates and improve accessibility<div style="background-color: white; box-sizing: border-box; color: #555555; direction: ltr; font-size: 1.05em; line-height: 1.4; margin-bottom: 0.75em; margin-left: 0cm; margin-right: 0cm; padding: 0px; text-align: center; text-rendering: optimizelegibility;">
<span style="font-family: Courier New, Courier, monospace;">Marketers always strive hard to boost website traffic. A significant metric which quantifies the performance of websites is the bounce rate, indicating the percentage of users who leave without delving any further than the initial page.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In this context, it is important to understand web accessibility. The <a href="https://adata.org/learn-about-ada" style="background: transparent; box-sizing: border-box; color: #0563c1; line-height: inherit;">Americans with Disabilities Act (ADA)</a> became law in 1990. It prohibits discrimination against people with disabilities and provides equal opportunities for accessing the web to all users.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Disabled users find it inconvenient to access disabled-unfriendly websites and their sessions naturally tend to bounce. A 2016 <a href="https://www.clickawaypound.com/cap16finalreport.html" style="background: transparent; box-sizing: border-box; color: #0563c1; line-height: inherit;">study from Click-Away Pound</a>, a surveyor focusing on the online shopping experiences of people with disabilities, found that 71% of disabled customers with access needs usually clicked away from a website when they found it difficult to use.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">These customers who click away have an estimated spending power of £11.75 billion in the UK, which figures to approximately 10% of the total UK online spend in 2016. The survey also found 82% of customers with access needs will spend more if websites were more accessible.</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><a href="https://www.w3.org/WAI/standards-guidelines/wcag/" style="background: transparent; box-sizing: border-box; color: #0563c1; line-height: inherit;">Web Content Accessibility Guidelines (WCAG)</a> elaborates on making the web accessible to disabled users. Adhering to the WCAG standards not only helps site owners improve the reach of websites, but also steers them away from unwanted legal repercussions.</span></div>
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<strong style="box-sizing: border-box; line-height: inherit;"><span style="font-family: Courier New, Courier, monospace;">What is AI marketing and how can it help reduce bounce rates?</span></strong></h3>
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<span style="font-family: Courier New, Courier, monospace;">AI marketing is empowered by the building blocks of artificial intelligence, helping develop creative services to simplify website accessibility. It leverages customer data with the help of machine learning to automate processes like extraction of data and prediction of customer behaviour that improves customer experiences.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Here are a few ways AI marketing contributes towards engaging disabled users and reducing bounce rates on websites:</span></div>
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<strong style="box-sizing: border-box; line-height: inherit;"><span style="font-family: Courier New, Courier, monospace;">Improving web accessibility</span></strong></h3>
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<span style="font-family: Courier New, Courier, monospace;">Website accessibility ensures equal access to users with visual, hearing, motor, or cognitive impairments without any barriers. Empowered by technologies like natural language processing (NLP) and machine learning, AI marketing helps marketers deliver personalised and contextualised experiences.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">For example, Facebook has incorporated the automatic alternative text tool backed by object recognition technology to help the visually impaired. This tool uses screen readers on iOS devices to generate detailed descriptions of the elements in photos as the user swipes past them.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Private website owners <a href="http://accessibe.com/" style="background: transparent; box-sizing: border-box; color: #0563c1; line-height: inherit;">should consider accessiBe</a>, an AI-powered, pioneering web accessibility tool that simplifies the way business owners deliver accessible content to disabled users. This automated tool creates accurate alt text descriptions for images on websites, improving accessibility for visually impaired users. The application also ensures the website is compliant with WCAG 2.1.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Among the features that accessiBe offers to apply website accessibility are:</span></div>
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<li style="box-sizing: border-box; direction: ltr; font-size: 1.05em; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">Optimisation of websites for keyboard navigation to accommodate users with motor impairments</span></li>
<li style="box-sizing: border-box; direction: ltr; font-size: 1.05em; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">A built-in dictionary which explains expressions, slang, and phrases for users with cognitive disorders</span></li>
<li style="box-sizing: border-box; direction: ltr; font-size: 1.05em; margin: 0px; padding: 0px; text-align: center;"><span style="font-family: Courier New, Courier, monospace;">Granular adjustments in colours, fonts, and typography to make content more accessible for users with visual disabilities</span></li>
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<strong style="box-sizing: border-box; line-height: inherit;"><span style="font-family: Courier New, Courier, monospace;">Boosting customer engagement</span></strong></h3>
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<span style="font-family: Courier New, Courier, monospace;">Customer engagement is naturally a defining metric to reduce bounce rates. With a diverse online community, identifying customer types and engaging them based on their requirements is a challenge for marketers.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">AI marketing helps marketers deal with this challenge by categorising disabled users and self-optimising websites to improve conversions. For example, users with hearing difficulties may find it difficult to access video or audio content. It also helps users with hearing difficulties by offering textual scripts. Adding this script not only helps augment the customer base, but also boosts search engine ranking.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Previously, such scripts were entered manually. With the advent of AI-powered technologies, however, these scripts can be generated automatically. <a href="https://support.google.com/youtube/answer/6373554?hl=en" style="background: transparent; box-sizing: border-box; color: #0563c1; line-height: inherit;">YouTube</a> uses this speech recognition technology to create captions for videos.</span></div>
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<strong style="box-sizing: border-box; line-height: inherit;"><span style="font-family: Courier New, Courier, monospace;">Offering recommendations based on buying personas and search history</span></strong></h3>
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<span style="font-family: Courier New, Courier, monospace;">AI marketing offers product recommendations based on the individual needs of customers. These recommendations are derived from the user’s purchase history and preferences from browsing behaviour, which makes them highly relevant. With AI, marketers can obtain intuitive insights from scanning volumes of data on customer behaviour.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The AI algorithm leverages data such as account information, customer preferences, purchase history, and contextual information about the customer. Product recommendations are based on this data. This technology ultimately helps improve user convenience and helps with online purchases.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">According to the <a href="https://www.w3.org/WAI/fundamentals/accessibility-usability-inclusion/" style="background: transparent; box-sizing: border-box; color: #0563c1; line-height: inherit;">Web Accessibility Initiative (WAI)</a>, web usability for the disabled is defined as the extent to which users can use a product to obtain specified goals. This guideline throws light on the need to include simplified and understandable instructions on websites to help people with cognitive and learning disabilities.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Providing AI-enabled product recommendations eases the complications of searching the web for products and information for disabled users. The website automatically offers recommendations based on the history of the customer which narrows down the search results. These recommendations prevent customers with cognitive or learning disabilities from getting lost in the deluge of online information. The recommendations aim to direct them with sufficient information to accomplish the intent of their online visit.</span></div>
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<strong style="box-sizing: border-box; line-height: inherit;"><span style="font-family: Courier New, Courier, monospace;">Helping derive customer information to enhance the quality of service</span></strong></h3>
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<span style="font-family: Courier New, Courier, monospace;">It’s no secret that personalised services result in exceptional customer experiences. Using traditional analytics for this purpose will be time-consuming and tedious. The result will also be confined to pre-defined metrics. AI marketing, however, enables marketers to deliver quick and seamless customer services that are backed by insights obtained from numerous customer journeys.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">AI-powered marketing uncovers numerous relationships from data to predict customer behaviours with the utmost accuracy. It also finds the drivers and inhibitors of delivering seamless customer services. Unlike conventional methods of collecting customer data, such as feedback forms and sign-ups, AI-enabled marketing initiates the right questions to derive insightful customer data.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In the context of users with disabilities, AI marketing helps websites optimise their usability based on intent.</span></div>
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<strong style="box-sizing: border-box; line-height: inherit;"><span style="font-family: Courier New, Courier, monospace;">Conclusion</span></strong></h3>
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<span style="font-family: Courier New, Courier, monospace;">AI marketing opens up new avenues to accelerate website performances. The above-mentioned factors of AI marketing will help marketers extend their customer base, understand and explore a different segment of the audience, and reduce bounce rates while driving potential traffic.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Written By: Manish Dudharejia - Marketing Tech</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><a href="https://www.marketingtechnews.net/news/2019/oct/15/how-ai-enabled-marketing-can-lower-website-bounce-rates-and-improve-accessibility/">View Article Here</a></span></div>
Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-919710523974503062019-01-23T16:41:00.002-08:002019-01-23T16:41:59.065-08:008 Reasons to Hire a Virtual Marketing Agency<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqo55syCEA768ZHKHA0ZRHMx7MteZlBYx9XHX9zT3ctfjw4dvDgddXY1Y8WHD9pbxhK8HzH42IIf2g-afoUMUccE58Yuj_D_bSN9n8d-xqx94Mxjn16g0E5mqrALLSIg5QUh_-GNe3HbwZ/s1600/samuel-zeller-158996-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1067" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhqo55syCEA768ZHKHA0ZRHMx7MteZlBYx9XHX9zT3ctfjw4dvDgddXY1Y8WHD9pbxhK8HzH42IIf2g-afoUMUccE58Yuj_D_bSN9n8d-xqx94Mxjn16g0E5mqrALLSIg5QUh_-GNe3HbwZ/s640/samuel-zeller-158996-unsplash.jpg" width="425" /></a></div>
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<span style="background-color: white; color: #666666;"><span style="font-family: Courier New, Courier, monospace;">Running business operations requires much effort and time. It could leave you exhausted and at times, you end up with little or no enthusiasm. To avoid burning out just when you badly need results, you need to outsource some of the critical functions. Presently, everyone has embraced digital technology, and if your entity is not in line, you may end up lagging behind in your line of business. However, computer-driven media does not necessarily mean ditching the old platforms such as print media. Nonetheless, marketing can take many forms, but it is the digital ones that have a high potential for results.</span></span></div>
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<div style="background: 0px 0px; border: 0px; box-sizing: border-box; color: #2ea3f2; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-decoration-line: none; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; color: #2ea3f2; margin: 0px; outline: 0px; padding: 0px; text-decoration-line: none; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;"><a href="http://sociallink1.wpengine.com/services" style="background: 0px 0px; border: 0px; box-sizing: border-box; color: #2ea3f2; margin: 0px; outline: 0px; padding: 0px; text-decoration-line: none; text-size-adjust: 100%; vertical-align: baseline;">How virtual agencies work</a></span></b></span></div>
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<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">As the name suggests, virtual marketing agencies do not operate from a brick and mortar office. Every professional hired by the entity works remotely, but they are all interconnected online. If one has got internet linked via back office software, the workflow does not get interrupted. However, from time to time, the team needs to, and they do indeed meet up to map out their clients’ strategies. Their meeting place can be anywhere from your boardroom to a coffee break at an eatery.</span></span></div>
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<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Remain relevant</span></b></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Whether you have any marketing background or not, you don’t need to be told that you must carry out intensive industry research. Launching a campaign of any magnitude without studying consumer behavior can have a severe backlash. You must understand the industry. Take for instance the print magazine that people used to love. Most of them have now stopped publishing hard copies and have moved their publications online. If you are in this sector, it would be detrimental to continue churning out volumes of papers and taking them to newsstands. Few people will buy them, but there are millions of readers online. Marketing agencies know about these developments and can guide you on the right strategies to adopt.</span></span></div>
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<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Does this leave you feeling scared of losing out in the competition? If so, there are compelling reasons for you to hire a virtual marketing agency.</span></span></div>
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<b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">You tap into the endless creativity</span></b></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Virtual marketers can be a weird lot. If you have never met them, you should walk into their offices one day. They are the type of guys that come to work dressed in rugged jeans and t-shirts. You hardly see creatives adorning in suits and ties. However, you should not mistake this for a fun club since these are some of the most talented people you could ever meet. Their diversity regarding education and work experience makes them the go-to persons. Furthermore, their technological know-how and innovation in solving problems are second to none. Their teams come fully equipped with:</span></span></div>
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<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Skilled graphic designers</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Copywriters</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Media buyers</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Media planners</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;">Office assistants</span><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"></b></span></li>
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<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Competitor evaluation</span></b></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Virtual marketing agencies have an in-depth knowledge of the market where businesses operate. They know the approaches that work as well as those that do not. Following an intensive interaction with different clients, they can quickly adopt strategies that can easily turn around your fortunes. Take for instance campaigns that target millennials. Placing print ads for such a group might result in their getting ignored. However, buying media on online social platforms will get the attention of these youngsters. Only an outsourced agency can evaluate and know this. The marketers will:</span></span></div>
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<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Help identify where your target audience hangs out</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Determine the most appealing content</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Streamline your campaigns on social media</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;">They research on keywords, analytics and search management</span><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"></b></span></li>
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<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">No staffing headaches</span></b></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">To succeed in your marketing efforts, you must be consistent. An employee who suddenly falls ill when you are running a crucial campaign can ruin everything. That person who takes leave of absence for unavoidable circumstances could be the best that you have. For example, he or she might be the only one who understands how to curate content and optimize blogs. Besides, the timing of their leave could coincide with an important festive season when you had hoped to cash in on consumer spending. With a marketing agency, such worries do not exist.</span></span></div>
<ul class="ul1" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; line-height: 26px; list-style-image: initial; list-style-position: initial; margin: 0px; outline: 0px; padding: 0px 0px 23px 1em; text-size-adjust: 100%; vertical-align: baseline;">
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">No need to carry out recruitment, the agency hires its team</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Agencies have their way of dealing with staffing issues</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">If one of their employees falls sick or goes on leave, that becomes none of your concerns</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">With a virtual agency by your side, none of the matters affecting employees can bring your campaigns to a halt. You expect them to deliver come rain or shine</span></span></li>
</ul>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<br /></div>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span style="font-family: Courier New, Courier, monospace;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"></b><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;">Data analysis, monitoring and research</b></span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Following the emergence of internet platforms, there is a high potential for gathering data and analyzing it to your advantage. An in-house team may not be of much help here. However, digital marketing agencies go out of their way to study and gather market information. They finance or procure data on consumer behavior. Out of the results, they identify trends that help in understanding why people opt for product B as compared to C or the other way around. With such feedback, virtual marketing agencies, can restructure your web content and ensure that prospective clients visit and engage your company by buying your product or service.</span></span></div>
<ul class="ul1" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; line-height: 26px; list-style-image: initial; list-style-position: initial; margin: 0px; outline: 0px; padding: 0px 0px 23px 1em; text-size-adjust: 100%; vertical-align: baseline;">
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">All you need is develop key performance indicators and share them with the marketers</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">They then figure out performance against your measures</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Agencies identify metrics that they can monitor in different channels</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">They provide you with reports on a monthly, bi-monthly or quarterly basis</span></span></li>
</ul>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<br /></div>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span style="font-family: Courier New, Courier, monospace;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"></b><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;">No training needed</b></span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Agencies come fully equipped with a team of content writers, web developers, marketers, media monitors, graphic designers, SEO professionals, you name it. If you were to hire all these yourself, it could end up being a huge gamble or counterproductive. Moreover, such people may take time to fit into your organization’s culture. This is not the case with an outsourced marketing agency. They come fully loaded with a skilled team that is passionate about what they do. You do not need to take them for seminars or hire people to train them. On the contrary, they are always ready and raring to go; all you need is to give them a little shove by way of a briefing.</span></span></div>
<ul class="ul1" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; line-height: 26px; list-style-image: initial; list-style-position: initial; margin: 0px; outline: 0px; padding: 0px 0px 23px 1em; text-size-adjust: 100%; vertical-align: baseline;">
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">You save money that could have gone to staff training</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">The company saves time that could have gone towards arranging for seminars</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">There is no need to invest in software</span></span></li>
</ul>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
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<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span style="font-family: Courier New, Courier, monospace;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"></b><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;">The aspect of an outside perspective</b></span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Employees working inside an organization may not have a wide knowledge of what goes on outside. On the other hand, someone could be having brilliant ideas but holds them for fear of making his or her bosses look bad. Marketing agencies consist of people who brainstorm consistently and come up with solutions on how best to achieve results. They approach your problems from the outside view; a consumer’s eye. It might be difficult for you to ‘step out’ of your organization for a while and look at it from the other side. Virtual marketers are your best bet.</span></span></div>
<ul class="ul1" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; line-height: 26px; list-style-image: initial; list-style-position: initial; margin: 0px; outline: 0px; padding: 0px 0px 23px 1em; text-size-adjust: 100%; vertical-align: baseline;">
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">You eliminate bias and promote out-of-the-box thinking</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">People no longer remain frozen in the notion that they can keep doing things the same way as before</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">An outsider sees things differently since they do not know you or any of your employees</span></span></li>
</ul>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<br /></div>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span style="font-family: Courier New, Courier, monospace;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"></b><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;">Helps you focus your energy where needed</b></span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Running successful online marketing campaigns requires hiring an experienced and deeply motivated team. Plus, you need to re-focus your attention towards ensuring that the new hires understand what you do on a day-to-day basis. All this takes time and you could spend much money on in-house training. Your efforts could result in strained resources and reduced profits. Why not let a virtual agency take the burden? The resources you could have spent can go a long way towards growing other aspects of your business. With an outsourced marketer, you only must appraise them on your needs, objectives and timelines. You need not train or manage anyone.</span></span></div>
<ul class="ul1" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; line-height: 26px; list-style-image: initial; list-style-position: initial; margin: 0px; outline: 0px; padding: 0px 0px 23px 1em; text-size-adjust: 100%; vertical-align: baseline;">
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Running a business requires your commitment, time, and energy</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Agencies have all the time to run marketing aspects on your behalf since that is their area of specialization.</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">They take time to understand your business and deploy measures for the right marketing tactics</span></span></li>
</ul>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<br /></div>
<div style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span style="font-family: Courier New, Courier, monospace;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"></b><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;">Reduces costs significantly</b></span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">When faced with the prospect of outsourcing or grooming an in-house team, many organizations make comparisons and opt for the latter. However, you eventually realize that a virtual agency is less costly. Do you know why? Part of the reason is that these agencies do not have physical offices. Their employees work from home most of the time. They can even meet at a coffee house and develop a strategy in no time. As a result, they charge you a retainer or commission that is much lower than what you would have paid your internal team. Another cost aspect is that you need not subscribe to marketing tools available online. Most agencies already have them.</span></span></div>
<ul class="ul1" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; line-height: 26px; list-style-image: initial; list-style-position: initial; margin: 0px; outline: 0px; padding: 0px 0px 23px 1em; text-size-adjust: 100%; vertical-align: baseline;">
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Virtual agents do not have to work from an office</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">They pay no rent for use of premises</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">No need for them to buy furniture or office equipment</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Every team member works from the comfort of their home or wherever they feel most productive</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Part of their cost comes from internet subscriptions or online coordination tools</span></span></li>
<li class="li2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;"><span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">They pass these benefits over to their clients through reduced fees</span></span></li>
</ul>
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<div class="p3" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><b style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">In a nutshell</span></b></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Many companies prefer to hire in-house marketers, and with good reasons. Part of this stems from the fact that insiders know the brand better than others. Besides, they live, breath and eat the organization’s culture which makes it hard for outsiders to match these aspects. However, having an external point of view helps expand your vision. The level of expertise found in virtual marketers is unmatchable. These are people drawn from the best pool of professionals in the industry. They bring with them unrestricted passion and the desire for results.</span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">At the same time, outsourced agencies are more in touch with reality. They view your business from an outsider’s point of view and with no bias. Ordinarily, your in-house team may feel constrained by the fear of making you feel disappointed. Also, every so often, an employee will fall sick or take leave, and you cannot deny them this. It will be a massive setback if the person who goes away is the one you highly depend on to drive the advertising strategy.</span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Agencies have their unique way of procuring data from their peers or carrying out their research. They use an array of tools that would be expensive if you were doing it alone. Fortunately, they can leverage this by offering you up to date statistics that are measured and found to work. Hiring your team also means that you must take them through training and induction. Virtual marketers need none of this as they come fully equipped and only need a briefing on your expectations.</span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Running a business requires focus with no room for distraction. In-house marketers can divert your attention, and by the time you come around, you will have lost much ground to competitors. Agencies take and bear the burden for you. Someone else receives the beating and fights to get you ahead. In the meantime, you are more than happy to concentrate on your area of specialization. You only begin to see results trickling in as if by magic.</span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px 0px 1em; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Every organization worries about cost minimization versus revenue maximization. Here, a virtual marketing agency is your best bet. Outsourcing your marketing work can significantly reduce your running costs. Since these professionals save money by way of not having a physical office, they pass these benefits to your company.</span></span></div>
<div class="p2" style="background: 0px 0px rgb(255, 255, 255); border: 0px; box-sizing: border-box; color: #666666; outline: 0px; padding: 0px; text-align: center; text-size-adjust: 100%; vertical-align: baseline;">
<span class="s2" style="background: 0px 0px; border: 0px; box-sizing: border-box; margin: 0px; outline: 0px; padding: 0px; text-size-adjust: 100%; vertical-align: baseline;"><span style="font-family: Courier New, Courier, monospace;">Lastly, by their position in the market, virtual agencies are more in touch with reality than you. They keep up with the current trends and are also on the lookout for emerging ones. Reputable agencies will tell you what strategies can work well in the present. They bring new perspectives into things you were doing before but yielding little or no results. They can determine where to find your audience and target it correctly. In the end, your brand remains relevant.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><b>Article shared from Social Link</b></span></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com6tag:blogger.com,1999:blog-3822426113544438244.post-65294443621459548292018-12-06T08:31:00.000-08:002018-12-06T08:31:46.002-08:0010 Influencer Marketing Trends to Keep Your Eye On<div style="box-sizing: inherit; color: #212121; margin-bottom: 1rem; margin-top: 1rem; text-align: center;">
<span style="font-family: Courier New, Courier, monospace;"><a href="https://www.entrepreneur.com/topic/influencer-marketing" rel="follow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_self">Influencer marketing</a> is a hybrid of old and new marketing tools. It takes the idea of the celebrity endorsement and reconfigures it to fit with today’s social media–driven world.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjUhuSfISkFVPQF-nPKJPIxLERQ__0n2q6mOPAgrUGo9_J3x6sN7Gp0OTvoAjQHXbZfOze_ljtNL2T6nR5LWxz4xkHtQ9M29grKzGSDSwkj7LhutwlceHHuEGn8_EG6CX9a9MZMbxeJhhi/s1600/ao-456813-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1280" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgjUhuSfISkFVPQF-nPKJPIxLERQ__0n2q6mOPAgrUGo9_J3x6sN7Gp0OTvoAjQHXbZfOze_ljtNL2T6nR5LWxz4xkHtQ9M29grKzGSDSwkj7LhutwlceHHuEGn8_EG6CX9a9MZMbxeJhhi/s640/ao-456813-unsplash.jpg" width="512" /></a></div>
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<span style="font-family: "Courier New", Courier, monospace;">Unlike celebrities, influencers can come from any background or industry, and they can have varying amounts of followers. One thing they all have in common is that they’re social media figures who have gathered a defined audience around themselves. Their ability to influence others allows them to give a human voice to brands. Influencer marketing is less direct than traditional forms of marketing, but when done well, it creates an authentic way of connecting with customers.</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="background-color: white;">And it’s growing by leaps and bounds every year. Influencer marketing is poised to reach between </span><a href="https://www.businessinsider.com/the-influencer-marketing-report-2018-1" rel="nofollow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_blank">$5 billion</a><span style="background-color: white;"> and $10 billion by 2022. As more businesses begin to experiment with influencer marketing, it continues to evolve and adapt to the market. So, before you set out to build your next influencer campaign, here are 10 trends you need to keep your eye on.</span></span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">1. Increasing emphasis on influencer marketing.</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">More brands are using influencer marketing than ever before -- and this trend is sure to continue in 2019 and beyond. The reality is that old-school, traditional marketing centered on TV and radio just isn't as effective as it used to be. So brands are focusing their efforts on the places where their audiences are spending their time -- online, and often on social media.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Businesses are finding a solid return when it comes to influencer marketing. According to the <a href="https://influencermarketinghub.com/the-rise-of-influencer-marketing/" rel="nofollow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_blank">Influencer Marketing Hub 2017</a> study, businesses are making $7.65 on an average for every $1 spent, so it’s no surprise that influencer-marketing platforms have more than doubled in the last two years.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Influencer marketing is incredibly effective because we inherently trust the people we follow on social networks. After all, we wouldn’t be following them if we didn’t like them! So when an influencer sincerely advocates for a service or product, their audience listens.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">2. Micro-influencers are making an impact.</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">As it turns out, bigger isn’t always better when it comes to influencers. Brands are homing in on the power of <a href="https://www.entrepreneur.com/topic/micro-influencers" rel="follow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_self">micro-influencers</a>, or influencers who generally have fewer than 10,000 followers on social media. Micro-influencers are seen as more like “normal” people.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">They engage and interact with their followers more frequently, and are viewed as more relatable and authentic. Meanwhile, “mega influencers” and celebrities may have hundreds of thousands or even millions of followers, but they aren’t always as interactive with their audiences and can seem less approachable.</span></div>
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<span style="background-color: white; color: #212121;"><span style="font-family: Courier New, Courier, monospace;">Micro-influencers tend to be knowledgeable about their niche, and their followers are more likely to trust their recommendations. They’re also are more affordable than enlisting a celebrity as an influencer or brand ambassador.</span></span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">3. Focus on storytelling. </span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">At its core, influencer marketing is about <a href="https://www.entrepreneur.com/topic/storytelling" rel="follow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_self">storytelling</a>. The best campaigns are crafted when a brand partners with an influencer to create unique content that really engages the audience. Storytelling connects with customers and makes them more likely to make a purchase. One study from ad agency <a href="https://www.adweek.com/brand-marketing/infographic-how-storytelling-helping-brands-sell-more-products-175524/" rel="nofollow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_blank">Hill Holliday</a> found that not only are customers more likely to buy from a brand with a good story; they’re also more likely to pay a higher price per item.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">For the content to really resonate with a target audience, the influencer needs to capture their followers’ attention in a compelling way. A simple photo featuring a product in the background will no longer draw audience attention to the brand or elicit consumer sales. Video content is a natural fit to help a story come alive and resonate with customers.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">4. Video content and live streaming are growing on social media.</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">We are short on time and attention, but we love to be entertained. This is why <a href="https://www.entrepreneur.com/topic/video-marketing" rel="follow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_self">video marketing</a> is growing across all platforms, and currently represents more than three quarters of all internet traffic.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Videos feel more authentic and are fun to watch, which is why influencers will continue to experiment with video-marketing trends. Influencers are tapping into the engaging nature of video content, which can be more effective in driving sales than text-based content.</span></div>
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<span style="background-color: white;"><span style="font-family: Courier New, Courier, monospace;">Brands are also sponsoring influencers’ live feeds on social platforms, including Instagram and Facebook. Live-streamed influencer collaborations can include real-time product unboxing, Q&As, activity and destination promotions, and behind-the-scenes footage at events -- there are countless possibilities. The key is to keep it authentic and engaging, and include creative brand mentions throughout the broadcast.</span></span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">5. Transparency in advertising.</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">There has been growing concern from government agencies and watchdog groups about the blurred lines of sponsored social media posts. In fact, the <a href="https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking" rel="nofollow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_blank">Federal Trade Commission</a> has sent out letters to influencers and marketers asking them to “clearly and conspicuously disclose their relationships to brands when promoting or endorsing products on social media.”</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><a href="https://www.ftc.gov/news-events/press-releases/2017/04/ftc-staff-reminds-influencers-brands-clearly-disclose" rel="nofollow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_blank">Transparent advertising</a> also levels the playing field, so influencers and brands are all playing by the same rules. So make sure you disclose every paid piece of content. Even if the content seems like an obvious ad, you need to disclose the partnership in each paid post. One option is to use hashtags such as #ad, #sponsored or #paidpost to make it clear that a post has been sponsored.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">6. Influencer authenticity and honesty is a must.</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Audiences have zero tolerance for content that comes off as fake or halfhearted. Influencers should honestly connect with the brands they’re endorsing. This type of marketing only works if an influencer is authentic in how they promote a product; they must genuinely like the product or brand, or the campaign will fall flat.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In fact, many brands look for influencers who are already using their products. And when possible, brands should get their influencers to give feedback on the products they’re promoting and talk about specific things they like about it, how they use it in everyday life and share any other interesting tidbits or insights they have about the product.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">7. Influencer fraud and fake followings.</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">As influencer marketing increases, a shady side of the business has begun to rear its ugly head: influencer fraud. This happens when influencers artificially inflate the numbers of their followers and likes. Influencers sometimes use automation and bot-backed services to increase the number of likes their posts get. Some influencers grow their followers based on the rule of reciprocity, a “follow for follow.” But it's not always a clear-cut situation.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Some influencers who never paid for followers may still have fake followers on their account. That’s because so-called “like farms” have to follow more than just their customers to bypass filters designed to catch them. Up to <a href="https://contentmarketinginstitute.com/2018/09/influencer-marketing-fraud/" rel="nofollow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_blank">20 percent</a> of mid-level influencers’ followers are likely fraudulent, according to a Points North Group study.</span></div>
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<span style="background-color: white; color: #212121;"><span style="font-family: Courier New, Courier, monospace;">What this means is that brands need to vet their influencers thoroughly and hold influencers accountable. They need to look beyond the raw number of followers and likes, and evaluate the quality of influencers’ engagement with their audience.</span></span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">8. The rise of virtual influencers.</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">One emerging trend to keep an eye on is the use of carefully curated avatars as influencers. This trend was kicked off by the creation the internet’s first “fictional it girl” and virtual influencer, Miquela Sousa or Lil Miquela.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">She’s a 19-year-old model living in Los Angeles and her Instagram feed is filled with posts highlighting her fashionista outfits. She has also released a number of her own songs on Spotify, and has amassed more than 1.5 million followers on <a href="https://www.entrepreneur.com/topic/instagram" rel="follow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_self">Instagram</a>.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Her very virtual existence is drawing both awe and ire as marketing trend watchers try to decide if they love or hate this new development in influencer marketing. Her creators are shrouded in secrecy, but we know she’s one of the most followed influencer ambassadors for <a href="http://www.papermag.com/ugg-40-years-lil-miquela-campaign-2613054923.html" rel="nofollow" style="box-sizing: inherit; color: #1289c4; text-decoration: none;" target="_blank">Ugg footwear,</a> who enlisted her for its month-long 40th-anniversary campaign. Stay tuned to see how this trend develops.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: Courier New, Courier, monospace; font-size: small;">9. Instagram is still king, but don’t overlook emerging platforms.</span></span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Instagram continues to reign supreme as the most important social network for influencer marketing, largely because of its enormous user base and easily digestible video content. But it’s not the only platform out there. YouTube is also full of potential influencers -- especially if you’re targeting a younger demographic.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Facebook, Pinterest and Snapchat influencer marketing is growing, too. Blogs still lag behind Instagram and Facebook, but they have risen in popularity in recent years. Many influencers on social media are embracing the blog form for more word-heavy content. These blogs showcase products and more informative, in-depth content.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;"><span style="box-sizing: inherit;">10. Expand your pool</span>.</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Because most micro-influencers have a relatively small audience, brands need to find ways to multiply their influencer impact. To do this, they often look to expand the pool of influencers they use.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">To put it simply, you don’t want to put all your eggs in one influencer basket. Using multiple influencers increases product mentions and audience engagement with the brand. And using different influencers will allow you to reach different audiences, as well as tap into different influencers’ unique ways of framing a product.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The more influencers a brand uses, the more complicated a campaign can become. The key is to incorporate influencers as part of the marketing team. Get them on board and excited about a project, and set clear expectations, but give them room to work their creativity and engage with their followers.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: x-small;">Written by: Deep Patel - Contributor - entrepreneur.com</span></div>
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<a href="https://www.entrepreneur.com/article/324177"><span style="font-family: Courier New, Courier, monospace; font-size: x-small;">View Full Article Here</span></a></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com1tag:blogger.com,1999:blog-3822426113544438244.post-11697315765443488732018-11-30T11:47:00.003-08:002018-11-30T11:47:38.897-08:00Digital Marketing Trends Leading into 2019<div style="box-sizing: border-box; color: #444444; margin-bottom: 28px; padding: 0px; text-align: center;">
<span style="font-family: Courier New, Courier, monospace;">As 2018 comes to a close, a savvy marketer will be looking ahead to the upcoming year and developing a digital marketing strategy to stay ahead of the competition and boost brand awareness.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgu-RAqqjH6UECKtf0BBATaHH6qp6TDb_Sgis5FdwcSmCkbHcp3tE1uWgFC5O2Y5rxsvJFGXq4IjB2OI1nVWYi3Gn_35DpqLpxXeLRsNEz8lEk1hd2wdU21OiQBIoiifYfQqj9ZDUTN9ECT/s1600/eduardo-dorantes-1187138-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1600" data-original-width="1200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgu-RAqqjH6UECKtf0BBATaHH6qp6TDb_Sgis5FdwcSmCkbHcp3tE1uWgFC5O2Y5rxsvJFGXq4IjB2OI1nVWYi3Gn_35DpqLpxXeLRsNEz8lEk1hd2wdU21OiQBIoiifYfQqj9ZDUTN9ECT/s1600/eduardo-dorantes-1187138-unsplash.jpg" /></a></div>
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<span style="font-family: Courier New, Courier, monospace;"><u style="box-sizing: border-box;"><a href="https://www.searchenginejournal.com/google-confirms-an-algorithm-update-occurred-this-week/271961/" style="box-sizing: border-box; color: #78a7c8; text-decoration: none; transition: all 0.1s ease-in-out;" xlink="href">With so many changes that occurred at the end of 2018</a></u>, it’s important to revamp your strategy and account for current trends, strategies, and technologies to maximize your efforts.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Here are the biggest digital marketing trends leading into 2019:</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Topic Clusters</span></h2>
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<span style="background-color: white; color: #444444;"><span style="font-family: Courier New, Courier, monospace;">Search engines are now favoring clusters of content that surround a particular topic, as opposed to keywords. If you want to stay at the top of the search rankings, you need to develop these content clusters that link to one another.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">To do this effectively, you need a broad topic outline that covers the most pertinent subcategories. Then, the surrounding content should have specific, long-tail keywords that connect back to the original outline with the same keyword.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">This boosts your overall performance since any page performing well will result in the entire cluster performing well. This moves you further and further up the rankings.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In addition, choosing topics in which you have proven subject matter expertise or knowledge will give you an even better ranking, since search engines are now prioritizing the value and relevance to the user.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Shorter Video Ads</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Internet users have much shorter attention spans than they once did, so it’s possible to lose a viewer with a long video that would’ve worked a few years ago. Audiences tend to engage with shorter ads, such as under 10 seconds, so you’re also getting more for your efforts.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Businesses are more likely to use shorter video ads in the coming year, so you want to work these into your strategy to ensure you stay with the current trends.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Chatbots</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Chatbots are becoming more popular, due to their ability to address basic customer service needs and help businesses interact with more customers. Chatbots also create two-way communication between your audience and your business, which improves your customer satisfaction and your response time to messages. Both of these aspects will boost your search engine ranking.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Chatbots have a reputation for providing negative user experience, leading many businesses to hesitate to include them in their marketing strategy. Overall, however, customers are pleased with the use of chatbots and the ability to access information 24/7, so there’s no reason to hold back on this trend.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Chatbots also operate in Facebook messenger often, which has a click-through rate of 80 percent. This offers incredible potential for how a chatbot can lead to more sales for your business.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Blockchain</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Blockchain is quickly becoming a necessity for most industries, but one of its most overlooked potentials is in marketing.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">With the poor attention span of many internet users, it’s more difficult to draw attention from content and keep your audience engaged. Blockchain can be used to incentivize customers to watch advertisements and engage in some way, whether it’s sharing, tagging, liking or commenting, through a Basic Attention Token (BAT). This technology breaks up the monopoly of digital ads to trade on the value of online attention and engagement and reward the audience that’s willing to interact.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Influencer Marketing</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Social media influencers are achieving more influence in recent years, gaining significant followings on multiple social media platforms. Social media isn’t new, of course, but its reach is continuing to grow. Positioning yourself with the right social media influencer can make all the difference.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In the past, businesses were able to have influencer endorse products openly, but consumers are becoming more aware and are less receptive to this marketing tactic. Because of this, a subtle approach is needed to gain the benefits of a social media influencer.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Businesses with successful social media influence develop mutually beneficial, long-term relationships with influencers, so both receive more organic endorsements. These relationships not only provide you with a steady outlet for your promotions, but it also makes influencers less likely to abandon your brand.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Transparency</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Fields like advertising, marketing and sales have a negative connotation, with the belief that these representatives are only out for their own interests, using deceptive and aggressive tactics to get sales.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">As a result, consumers are more skeptical and reluctant, as well as being more difficult to impress. The easy access to reviews and testimonials also gives them more information about a product or service’s strengths, and more importantly, its weaknesses.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Now, businesses are addressing this issue with transparency, openly admitting its own shortcomings, faults and negative feedback to show loyalty and dedication to customers. They’re also encouraging two-way communication on a public forum to not only build more trust with a specific customer but also to show their efforts to other potential customers.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Mobile Optimization</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Though it may seem obvious, mobile optimization is one of the most important aspects of your digital marketing strategy to address in 2019. Though many businesses already work toward mobile-friendly sites, more and more users are switching to mobile. Google is even prioritizing mobile-friendly sites in search rankings.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">With so many users going mobile, you can’t afford to lose a follower because of poor optimization. Small issues, such as links too close together, a poor zoom function or text that’s too small can be all it takes for a customer to abandon your site and move on to the next.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Be sure to <u style="box-sizing: border-box;"><a href="https://www.forbes.com/sites/jaysondemers/2018/04/06/the-7-most-important-factors-for-mobile-optimization/#4473cc0b1f25" style="box-sizing: border-box; color: #78a7c8; text-decoration: none; transition: all 0.1s ease-in-out;" xlink="href">check your site’s mobile user experience</a></u> and make any adjustments you need to create a flawless user experience.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Voice Search</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Voice search is on the rise, thanks to personal assistance devices like Amazon’s Alexa, Google Assistant and Apple’s Siri. Nearly one-third of the 3.5 billion searches performed each day are voice searches, which use natural human speech patterns to determine the searcher’s intent.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">If you think you can use the same strategy for voice search, however, think again. Voice search differs from a desktop or mobile search in that you get fewer results. If you want to be one of the sites that comes up, you need to tailor your SEO strategy for voice search.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Voice recognition technology is only expected to improve and become more popular as well, which has the potential to disrupt marketing altogether. User experience and SEO have been the main focus of most marketing campaigns, but these aspects become irrelevant with a short search and no search results screen.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">While there’s no clear answer to tailoring your strategy for voice search, a bit of brainstorming to understand the nuances of the human voice. How users tend to phrase voice searches and what types of phrases are prioritized is worth your effort.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Artificial Intelligence (AI)</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Artificial intelligence has become a hot topic in marketing recently, and though many are still unsure of its applications and limitations, it’s starting to find its place in marketing campaigns.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">A widely implemented form of AI is chatbots, which improve customer service with lower costs and fewer resources. They’re also quicker than humans and offer targeted, personalized services to any customer at any time.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">On a larger scale, the same capabilities of AI that make chatbots so effective can be applied to many aspects of marketing, such as forecasting, personalization, segmentation, and data analysis. The possibilities are truly endless, so it’s best to get on board before AI takes the marketing world by storm.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Final Thoughts</span></h2>
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<span style="background-color: white; color: #444444;"><span style="font-family: Courier New, Courier, monospace;">Marketing trends come and go, some of which reshape the industry and others that may just fade into the background. If you want to be successful in your marketing efforts year after year, it’s important to be able to identify the upcoming digital marketing trends and stay ahead of the competition.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="background-color: #fafafa; color: #444444; text-align: right;">Article by </span><span class="entry-author" itemprop="author" itemscope="" itemtype="https://schema.org/Person" style="box-sizing: border-box; color: #444444; text-align: right;"><span style="box-sizing: border-box; transition-duration: 0.1s; transition-timing-function: ease-in-out;">ken tucker</span></span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">View Full Article Here</span></div>
Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com6tag:blogger.com,1999:blog-3822426113544438244.post-83238804441869780332018-10-23T15:01:00.000-07:002018-10-23T15:01:45.899-07:00Facebook Ads vs. Boosted Posts—Which is More Effective?<h4 style="-webkit-font-smoothing: auto; box-sizing: border-box; color: #2e2e2e; line-height: 1.25em; margin-bottom: 29px; margin-top: 25px; text-align: center; text-rendering: optimizeLegibility;">
<span style="font-family: Courier New, Courier, monospace;">By now you probably know that <a href="https://www.impactbnd.com/blog/how-facebook-ads-can-supercharge-your-inbound-marketing-campaign" style="-webkit-font-smoothing: auto; box-sizing: border-box; color: rgb(16, 130, 193) !important; font-stretch: inherit !important; font-style: inherit !important; font-variant-caps: inherit !important; font-weight: inherit !important; letter-spacing: inherit !important; line-height: inherit !important; text-rendering: optimizeLegibility; text-transform: inherit !important; transition: all 0.25s ease; word-spacing: inherit !important;">Facebook Ads</a> should be a core component of your digital marketing plan. If they aren’t, we need to talk. After all, with <a href="https://techcrunch.com/2017/06/27/facebook-2-billion-users/" style="-webkit-font-smoothing: auto; box-sizing: border-box; color: rgb(16, 130, 193) !important; font-stretch: inherit !important; font-style: inherit !important; font-variant-caps: inherit !important; font-weight: inherit !important; letter-spacing: inherit !important; line-height: inherit !important; text-rendering: optimizeLegibility; text-transform: inherit !important; transition: all 0.25s ease; word-spacing: inherit !important;" target="_blank">over two billion people</a> using Facebook every month, why would you <em style="-webkit-font-smoothing: auto; box-sizing: border-box; text-rendering: optimizeLegibility;">not</em> want to capitalize on the reach you could have with them? There is a massive market out there just waiting to hear about your products and services.</span></h4>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCn5F6buYUrmoBmB8Tsj6fcIK6I-Vvg-gs97ufGKDyIYDkDvDyKhL6a4Ur_9OJ6SDMxFqcy788flfRC_WGQSf66NXYVxrFJVKJbAeY8a_KIiKyyW_LafGRxRY-bFNh9D8aA3Q8m1bBhVoX/s1600/nordwood-themes-359015-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1067" data-original-width="1600" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgCn5F6buYUrmoBmB8Tsj6fcIK6I-Vvg-gs97ufGKDyIYDkDvDyKhL6a4Ur_9OJ6SDMxFqcy788flfRC_WGQSf66NXYVxrFJVKJbAeY8a_KIiKyyW_LafGRxRY-bFNh9D8aA3Q8m1bBhVoX/s640/nordwood-themes-359015-unsplash.jpg" width="640" /></a></h4>
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<span style="color: #444444; font-family: "Courier New", Courier, monospace;">When I make this kind of bold statement about the huge benefits of using Facebook Ads, people often come back with comments and questions about the relative merits of ads and boosted posts. </span></div>
<span style="font-family: Courier New, Courier, monospace;"><span style="color: #444444;"></span></span><div style="-webkit-font-smoothing: auto; box-sizing: border-box; color: #2e2e2e; letter-spacing: -0.01em; line-height: 1.7em; margin-bottom: 29px !important; margin-top: 29px !important; padding-left: 0px !important; text-align: center; text-rendering: optimizeLegibility;">
<span style="font-family: Courier New, Courier, monospace;">For example, they'll say:</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">“I’m already advertising on Facebook—I boost posts.”</span></h5>
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<span style="font-family: Courier New, Courier, monospace;">I get this comment from 80% of the businesses I talk to about Facebook Ads. Obviously, there is a little confusion about what the two strategies are. I’ll start by saying that there is so much more you can do to generate attention on Facebook than simply boosting. And let me go on to be very clear about this: boosting is not advertising. Boosting, the way most businesses do it is vanity advertising.</span></div>
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<span class="s1" style="-webkit-font-smoothing: auto; box-sizing: border-box; text-rendering: optimizeLegibility;"><span style="font-family: Courier New, Courier, monospace;">"Boosting posts is not the same as advertising on Facebook! It only offers a fraction of the options—and wastes money." <a href="http://ctt.ec/6hFvp" style="-webkit-font-smoothing: auto; background-image: linear-gradient(rgb(16, 130, 193) 50%, rgba(0, 0, 0, 0) 50%); background-position: 0px 1.07em; background-repeat: repeat no-repeat; background-size: 1px 0.2em; box-sizing: border-box; color: #1082c1; display: inline; text-decoration: none; text-rendering: optimizeLegibility; transition: all 0.25s ease; word-break: break-word; word-wrap: break-word;" target="_blank">TWEET THIS</a></span></span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">“What do you mean boosting is wasting my money?”</span></h5>
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<span style="font-family: Courier New, Courier, monospace;">Yes, you can improve your post’s reach with boosting. But, that improvement is only superficial. With boosting, your targeting options are extremely limited. Yes, you can choose behaviors and interests, demographics, and geography. But, you can’t use your custom audiences.</span></div>
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<span class="s1" style="-webkit-font-smoothing: auto; box-sizing: border-box; text-rendering: optimizeLegibility;"><span style="font-family: Courier New, Courier, monospace;">If you take away only one point from this article, please let it be this: You should have your pixel installed. You should be building custom audiences based on your website traffic, your Facebook page and post engagement, your Instagram traffic, and your email lists. And you should be creating Lookalike Audiences. Period. This is how you get real results with Facebook Ads. And unfortunately, boosting does not allow you to use any of these audience options.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">“I want to get more exposure on my post—what should I do if don’t boost it?”</span></h5>
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<span style="font-family: Courier New, Courier, monospace;">You create an ad with it instead! Boosting only gives you two options for your objective—website visits and engagement. Within Ads Manager, you can pick an objective and maximize it: awareness, reach, traffic, engagement, conversions and more.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Even better, when you're building campaigns in Ads Manager, you can more directly follow the Buyer's Journey to match your campaigns to your audience's specific needs.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">“What else can you do with Facebook Ads?”</span></h5>
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<span class="s1" style="-webkit-font-smoothing: auto; box-sizing: border-box; text-rendering: optimizeLegibility;"><span style="font-family: Courier New, Courier, monospace;">In a word, plenty. Here are just a few of the features you can—and should—take advantage of:</span></span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Placement Options</span></h6>
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<span style="font-family: Courier New, Courier, monospace;">Facebook can automatically place your ads where they’re likely to be most effective. However, you also have the option of choosing where your ads are shown. This includes the desktop and/or mobile News Feed, Instagram, Instant Articles, and other choices.</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><strong style="-webkit-font-smoothing: auto; box-sizing: border-box; text-align: center; text-rendering: optimizeLegibility;">TIP:</strong><span style="text-align: center;"> If your audience is large enough, split test your placements so that </span><em style="-webkit-font-smoothing: auto; box-sizing: border-box; text-align: center; text-rendering: optimizeLegibility;">you</em><span style="text-align: center;"> control the delivery, not Facebook. Nine out of ten times, they will feed to mobile and sway your results on you.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Lookalike Audiences</span></h6>
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<span style="font-family: Courier New, Courier, monospace;">One of the absolute best things about Facebook Ads is that it will help find your audiences for you. Once you create your own custom audiences based off of website engagement, email lists, Facebook Page engagement and Instagram, let Facebook do the hard work of finding more people to target.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Dayparting</span></h6>
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<span style="font-family: Courier New, Courier, monospace;">Also known as Ad Scheduling, this feature allows you to turn your ads off and on automatically throughout the week on a recurring schedule.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Create Custom Conversion Tracking</span></h6>
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<span style="font-family: Courier New, Courier, monospace;">The Facebook Pixel lets you track standard events that happen on your website—View Content, Complete Registration, Lead, Add to Cart, Purchase, etc. Instead of only using the 9 Standard Events, think of custom conversions as a way of enhancing your tracking. You can build up to 40 custom conversion values by combining the events with specific URLs visited to hypertarget.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Create Super Duper Custom Audiences</span></h6>
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<span style="font-family: Courier New, Courier, monospace;">What if you want to be uber precise with who you are targeting? What if you want to serve a Middle of Funnel ad to an audience who has read a specific blog <em style="-webkit-font-smoothing: auto; box-sizing: border-box; text-rendering: optimizeLegibility;"><strong style="-webkit-font-smoothing: auto; box-sizing: border-box; text-rendering: optimizeLegibility;">and</strong></em> viewed one of your service pages...twice? No sweat with custom conversions. (Sorry...you may be seeing some of our ads soon.)<span style="-webkit-font-smoothing: auto; box-sizing: border-box; text-rendering: optimizeLegibility;"> </span></span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">How do Facebook Ads and Boosted Posts Compare? Simply put, there is no comparison! </span></h5>
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<span style="font-family: Courier New, Courier, monospace;">If I seem overly passionate about this topic, it’s because there’s a good reason. Companies that believe they’re doing enough on Facebook by simply boosting posts are, in all likelihood, leaving money on the table...or throwing it away. The entire premise of Facebook Advertising is to be extremely strategic and precise. Maximize campaign objectives to follow the buyer's journey. Build hyper-targeted audiences. <span style="-webkit-font-smoothing: auto; box-sizing: border-box; text-rendering: optimizeLegibility;">Nurture leads and builds raving, loyal fans.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: x-small;">Written by: Ali Parmelee</span></div>
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<a href="https://www.impactbnd.com/blog/facebook-ads-vs-boosted-posts" style="font-family: "Courier New", Courier, monospace; letter-spacing: -0.01em;"><span style="font-size: x-small;">View Article Here</span></a></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com168tag:blogger.com,1999:blog-3822426113544438244.post-59046485026697351762018-10-10T09:18:00.002-07:002018-10-10T09:32:00.696-07:005 Ecommerce Secrets the 'Experts' Aren't Willing to Share With You<h1 class="headline" itemprop="headline" style="background-color: white; box-sizing: inherit; color: #141414; letter-spacing: -0.07rem; line-height: 3.4rem; margin: 0.5rem 0px 1rem; text-align: center;">
<span style="font-family: Courier New, Courier, monospace; font-size: small;"><span style="font-weight: normal;"><span style="font-family: Courier New, Courier, monospace;">The days of everyone buying the items they need from a brick-and-mortar shop just down the street are long gone. Instead, ecommerce has continued to grow into an impressive juggernaut, experiencing </span></span><a href="https://www.statista.com/statistics/288487/forecast-of-global-b2c-e-commerce-growt/" rel="nofollow" style="box-sizing: inherit; color: #1289c4; font-family: "courier new", courier, monospace; font-weight: 400; letter-spacing: normal;" target="_blank">24.8 percent worldwide growth</a><span style="color: #212121; font-family: "courier new", courier, monospace; font-weight: 400; letter-spacing: normal;"> in 2017, with </span><a href="https://www.entrepreneur.com/topic/amazon" rel="follow" style="box-sizing: inherit; color: #1289c4; font-family: "courier new", courier, monospace; font-weight: 400; letter-spacing: normal;" target="_self">Amazon</a><span style="color: #212121; font-family: "courier new", courier, monospace; font-weight: 400; letter-spacing: normal;"> alone recording a net revenue of </span><a href="https://www.statista.com/statistics/266282/annual-net-revenue-of-amazoncom/" rel="nofollow" style="box-sizing: inherit; color: #1289c4; font-family: "courier new", courier, monospace; font-weight: 400; letter-spacing: normal; outline: 0px;" target="_blank">$177.87 billion</a><span style="color: #212121; font-family: "courier new", courier, monospace; font-weight: 400; letter-spacing: normal;">.</span></span></h1>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikNAny5FjvKUke-VnBEsuzsGwADAUlmE9IFz2K1X_EGMmkHrhz1mUt5UwdhaluvrCf8igRiM59cjOIN6s5SBWN9mJqtL81nE8QeyolcogDTpJI0KR5lqqil8olqFS3eK8Y_kRYLSz7xWeO/s1600/brooke-lark-609899-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1067" data-original-width="1600" height="426" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikNAny5FjvKUke-VnBEsuzsGwADAUlmE9IFz2K1X_EGMmkHrhz1mUt5UwdhaluvrCf8igRiM59cjOIN6s5SBWN9mJqtL81nE8QeyolcogDTpJI0KR5lqqil8olqFS3eK8Y_kRYLSz7xWeO/s640/brooke-lark-609899-unsplash.jpg" width="640" /></a></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><span style="background-color: white; color: #212121;">The days of everyone buying the items they need from a brick-and-mortar shop just down the street are long gone. Instead, ecommerce has continued to grow into an impressive juggernaut, experiencing </span><a href="https://www.statista.com/statistics/288487/forecast-of-global-b2c-e-commerce-growt/" rel="nofollow" style="-webkit-tap-highlight-color: transparent; background-color: white; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_blank">24.8 percent worldwide growth</a><span style="background-color: white; color: #212121;"> in 2017, with </span><a href="https://www.entrepreneur.com/topic/amazon" rel="follow" style="-webkit-tap-highlight-color: transparent; background-color: white; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_self">Amazon</a><span style="background-color: white; color: #212121;"> alone recording a net revenue of </span><a href="https://www.statista.com/statistics/266282/annual-net-revenue-of-amazoncom/" rel="nofollow" style="-webkit-tap-highlight-color: transparent; background-color: white; box-sizing: inherit; color: #1289c4; outline: 0px; text-decoration-line: none;" target="_blank">$177.87 billion</a><span style="background-color: white; color: #212121;">.</span></span></div>
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<span style="box-sizing: inherit;"><span style="font-family: "courier new" , "courier" , monospace; font-size: small;">1. Build a pre-launch audience.</span></span></h2>
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<span style="font-family: "courier new" , "courier" , monospace;">Far too many <a href="https://www.entrepreneur.com/topic/entrepreneurs" rel="follow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_self">entrepreneurs</a> make the mistake of setting up their store and only beginning their <a href="https://www.entrepreneur.com/topic/marketing" rel="follow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_self">marketing</a> after launch. The problem, however, is that digital marketing efforts often require a bit of time before they start delivering the desired sales results. In the meantime, you'll be paying web hosting fees and other expenses without the sales revenue to cover it.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Instead, you need to start your marketing early by building a pre-launch audience. We see this happen all the time with <a href="https://www.entrepreneur.com/article/303655" rel="follow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_self">Kickstarter campaigns</a> that collect funding and build buzz before the project is ready.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Even if you aren't creating a completely new or original product, you still need to spread the word. <a href="https://blog.hootsuite.com/build-pre-launch-hype-social-media/" rel="nofollow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_blank">Social media contests</a>, product giveaways and email list sign-ups can all help you build an audience so your store can make sales on opening day.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: "courier new" , "courier" , monospace; font-size: small;">2. Focus on the customer lifetime value.</span></span></h2>
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<span style="font-family: "courier new" , "courier" , monospace;">Converting customers is hard. In fact, most estimates put the average <a href="https://www.entrepreneur.com/article/274316" rel="follow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_self">conversion rate</a>around 1 to 3 percent. Because of this, you need to make every sale count. You won't be in business long if your average customer only spends a few dollars.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">To succeed in this area, you need to focus on the customer lifetime value (CLV), rather than just the initial sale. Naturally, this requires that you deliver a quality customer experience for that initial sale. But, it also means you need to do some follow-up.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">One of the best ways to do this is through email marketing. A quality email campaign allows you to follow up with customers about their initial purchase, while also reaching out for holidays and other special shopping seasons. Increasing your CLV will lower your cost per conversion and help you generate lasting sales results.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: "courier new" , "courier" , monospace; font-size: small;">3. Leverage the power of remarketing.</span></span></h2>
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<span style="font-family: "courier new" , "courier" , monospace;">Most ecommerce professionals invest a fair amount of their budget into marketing, with the goal of getting new customers to visit their site and make a purchase.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">But, what about the people you've already convinced? If you aren't targeting them through remarketing campaigns, you could be missing out on a significant profit.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Repeat customers aren't only more likely to buy from you again in the future -- they also tend to spend more money. Studies have found that repeat customers have a <a href="http://www.marketwired.com/press-release/luxury-client-experience-board-reveals-how-successful-sales-teams-turn-first-time-shoppers-2167913.htm" rel="nofollow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_blank">60 to 70 percent chance</a> of making another purchase in the future -- numbers that far outperform ecommerce's typical conversion rate.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Make sure your <a href="https://www.entrepreneur.com/topic/facebook" rel="follow" style="-webkit-tap-highlight-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_self">Facebook</a> and AdWords campaigns specifically target those who have already visited your site to ensure a stronger marketing ROI.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: "courier new" , "courier" , monospace; font-size: small;">4. Let your customers do the talking.</span></span></h2>
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<span style="font-family: "courier new" , "courier" , monospace;"><a href="https://www.entrepreneur.com/article/289007" rel="follow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_self">Building a strong brand identity</a> is an absolute must because it allows you to form an emotional connection with your target audience. When you're able to cultivate strong relationships with your most passionate customers, you can then leverage their enthusiasm to spread word of mouth for your store.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">As <a href="https://hbr.org/2007/10/how-valuable-is-word-of-mouth" rel="nofollow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_blank">studies have consistently found</a>, few marketing methods are more trusted or effective.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">The thing is, your customers won't always do this word of mouth marketing on their own. You often need to provide some extra motivation. Don't be afraid to reach out to your top customers with personalized messages asking for a testimonial, or simply to get their input on your products and services. Use social media contests to build enthusiasm and spread the word.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">The more you do to personalize these interactions, the more likely your customers are to become true "brand ambassadors" who drive new business to your store.</span></div>
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<span style="box-sizing: inherit;"><span style="font-family: "courier new" , "courier" , monospace; font-size: small;">5. If you choose to do dropshipping, don't botch it.</span></span></h2>
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<span style="font-family: "courier new" , "courier" , monospace;"><a href="https://www.entrepreneur.com/article/297744" rel="follow" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: inherit; color: #1289c4; text-decoration-line: none;" target="_self">Dropshipping</a> -- the process of having your product sent directly from the manufacturer to the consumer -- has simplified sales for many ecommerce professionals. However, it isn't without its own potential pitfalls.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">The most common issues I've seen with dropshipping include slow shipping times, no tracking numbers for your customers and low-quality products.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">All of these can completely kill your reputation with your customers. Because of this, it is essential that you perform a quality check of your supplier's products before you begin dropshipping. This way you can have confidence that your products live up to your brand promise.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">For shipping, select a quality fulfillment company that offers a trackable courier solution. This way, customers won't have to endure lengthy delays, and they'll always know when their order will arrive.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Building a successful ecommerce brand isn't always easy. I should know -- I've seen my fair share of startups fail after their initial success. But, by incorporating this knowledge that I've gained from my past efforts, I've since been able to launch several successful stores and generate real, lasting revenue -- so can you.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Written by: Steve Tan</span></div>
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<a href="https://www.entrepreneur.com/article/320656"><span style="font-family: "courier new" , "courier" , monospace;">View Article Here</span></a></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com1tag:blogger.com,1999:blog-3822426113544438244.post-49383424944316286682018-09-25T09:36:00.000-07:002018-09-25T09:36:07.620-07:00Richard Branson's advice for creating great marketing<h2 style="-webkit-font-smoothing: antialiased; background-color: white; box-sizing: border-box; color: #333333; line-height: 3.6rem; margin-top: 0px; text-align: center;">
<span style="font-family: Courier New, Courier, monospace; font-size: small;">Behind every successful business is an element of great marketing – and no-one knows this better than <a href="http://virgin.com/richard-branson" style="-webkit-font-smoothing: antialiased; box-sizing: border-box; color: #e10a0a; text-decoration-line: none;" target="_blank">Richard Branson</a>. But how do you make sure you’re getting your marketing right? The Virgin Group founder has some advice…</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">“The key to great marketing is storytelling. And as Hollywood, Bollywood and the books and magazine industries demonstrate, nothing sells better than a great love story,” he says in a <a href="http://www.kauppalehti.fi/uutiset/everyone-loves-a-love-story/UatPdfLD" style="-webkit-font-smoothing: antialiased; box-sizing: border-box; color: #e10a0a; text-decoration-line: none;" target="_blank">recent blog</a>. “You’re wise to be careful about where you spend your profits, but reinvesting in marketing – as long as it is done smartly – is vital to the growth of any business.”</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Richard says that he’s found one of the most effective forms of marketing – especially for <a href="http://virginatlantic.com/" style="-webkit-font-smoothing: antialiased; box-sizing: border-box; color: #e10a0a; text-decoration-line: none;" target="_blank">Virgin Atlantic</a> – has been to position himself as a visible part of the business. But he also recommends telling customers’ stories and drawing on their experiences.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">“Another angle to pursue is content marketing, which is a term for sharing wonderful stories that bring a smile to people’s faces, while also highlighting your brand values and products,” he says. “The best marketing you could wish for is already at your disposal: In this age of social media overload, it’s crucial to have a differentiator.”</span></div>
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<span style="font-family: Courier New, Courier, monospace;">You may need to use some of your budget to invest in paid social boosts to make sure the right people see them. “Using the targeting available on sites like Facebook, more people who might be interested will see your brand. In turn, old-fashioned word-of-mouth marketing can then come into play alongside social sharing,” he explains.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Another route you could do is to consolidate your efforts to make one ‘big splash’ like <a href="http://www.naja.co/" style="-webkit-font-smoothing: antialiased; box-sizing: border-box; color: #e10a0a; text-decoration-line: none;" target="_blank">Naja</a>, an ethical and eco-friendly lingerie, swim and activewear brand did. “When launching a campaign for a ‘nude’ lingerie suitable for women of all skin tones, I urged founder Catalina Girald to invest in one eye-catching billboard, then tell the news media that it was part of a nationwide campaign. It’s something we did successfully with Virgin Atlantic, too, and it works well if the initial billboard is clever enough,” Richard says.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgm7yQp8YYNFrMFAgyRU-7yCs8nzxekD2hWY-2xLnXm5cG7WbMpubCxwj3qxF1ftWuJ8CDQ6Y_3hcfPZxJrQX4G7RZfgViH14kBAfkFNnBqOCj4ZtdwY2EqllrPXqHcj4OqOwEgYVSVxnCH/s1600/Screen+Shot+2018-09-25+at+9.32.57+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Courier New, Courier, monospace;"><img border="0" data-original-height="788" data-original-width="1400" height="360" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgm7yQp8YYNFrMFAgyRU-7yCs8nzxekD2hWY-2xLnXm5cG7WbMpubCxwj3qxF1ftWuJ8CDQ6Y_3hcfPZxJrQX4G7RZfgViH14kBAfkFNnBqOCj4ZtdwY2EqllrPXqHcj4OqOwEgYVSVxnCH/s640/Screen+Shot+2018-09-25+at+9.32.57+AM.png" width="640" /></span></a></div>
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<span style="font-family: Courier New, Courier, monospace;">“Taking my advice, Catalina created a <a href="https://www.virgin.com/richard-branson/how-get-free-publicity" style="-webkit-font-smoothing: antialiased; box-sizing: border-box; color: #e10a0a; text-decoration-line: none;">striking visual poster campaign</a> in one fashionable New York subway station. Social media picked it up instantly, and press interest soon followed. It worked so well that website traffic quadrupled, press coverage exploded and sales soared. Now, that’s clever advertising and budget management! Consider how a similar campaign could work for you, and think creatively about how, when and where to execute it.”</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Great marketing is all well and good, but Richard notes that it’s more important to define the purpose of your business and make sure it’s at the heart of everything you do. “That’s the most effective way to begin building a long-term future for your company. Try to delegate key tasks, so you have room to think about the bigger picture (but keep your eye on the detail, too). And while it’s great that you and your husband are partners who can bounce ideas off each other, consider recruiting people with additional skillsets as your business grows.”</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Written by: Natalie Clarkson</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><a href="https://www.virgin.com/entrepreneur/richard-bransons-advice-creating-great-marketing">View Article Here</a></span></div>
Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com2tag:blogger.com,1999:blog-3822426113544438244.post-55036507319695034402018-09-19T09:56:00.001-07:002018-09-19T09:56:10.241-07:00The Next Marketing Skill You Need To Master: Touch<div class="speakable-paragraph" style="background-color: #fcfcfc; box-sizing: border-box; color: #333333; font-variant-ligatures: common-ligatures; margin-bottom: 1.2rem; margin-top: 1.2rem; text-align: center;">
<span style="font-family: Courier New, Courier, monospace;">A few weeks ago, I took a class at Sephora on how to apply foundation—a life skill I failed to acquire in seventh grade probably because I had my oily nose buried in a book.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The beauty retailer offers a number of these free hands-on tutorials, which I had learned about from a friend after commiserating on the mystical art of “contouring.*” This particular one focused on Rihanna’s Fenty line, and over the course of an hour, an instructor walked me and another registrant through a step-by-step application of everything from primer to highlighter.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">I didn’t walk away a beauty expert or a pop icon, but I did leave with some actionable tips—and a full bag of makeup. I had gone from try to buy in 60 minutes and spent more than double what InfoScout reports as <span style="box-sizing: border-box;"><a data-ga-track="ExternalLink:https://infoscout.co/retailer/sephora" href="https://infoscout.co/retailer/sephora" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">the average basket size for Sephora</a></span>.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">I’m getting pink in the cheeks just typing this, and I know it’s not blush, because I haven’t taken that class yet.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">If I’d shopped online, I doubt I would have purchased half the items I did. So the fact that I had spent with such abandon got me thinking: Does getting a product literally into a consumers’ hands increase purchase intent?</span></div>
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<span style="font-family: Courier New, Courier, monospace;">What I found surprised me. Despite the fact that we can buy anything and everything on the web, 56% of consumers <span style="box-sizing: border-box;"><a data-ga-track="ExternalLink:https://www.retaildive.com/news/why-many-shoppers-go-to-stores-before-buying-online/441112/" href="https://www.retaildive.com/news/why-many-shoppers-go-to-stores-before-buying-online/441112/" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">surveyed recently by RetailDive</a></span> said they still visit retail stores to first see or touch products before buying online. That tells us that despite the prevalence of digital many consumers still want to kick the tires or apply the lipstick. And the science I uncovered behind “haptic marketing” tells us a lot about how we can influence spending in truly high-touch ways.</span></div>
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<strong style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">What is haptic marketing?</span></strong></div>
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<span style="font-family: Courier New, Courier, monospace;">Haptic information is the information we acquire using the power of touch. Haptic marketing is a relatively new discipline that focuses on the use of tactile sensations to influence purchasing.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Back in the olden days, when shopping was done primarily in person, we frequently used haptic feedback in our product assessments—we felt fabrics, pushed buttons, squatted in jeans, and squeezed cantaloupes.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Thanks to the rise of e-commerce, we now see things in picture form and use product specs and customer reviews to fill in the gaps of our understanding.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In many cases, we don’t hold what we’ve bought until the box arrives. In some cases, that leads to disappointment: “This fabric isn’t as sturdy as I thought it would be” or “These headphones don’t feel comfortable.”</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span class="tweet_quote" style="box-sizing: border-box; line-height: 20px; padding: 0px 3px 0px 0px;"><a data-ga-track="ExternalLink:https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=You%20may%20think%20you%27re%20an%20omnichannel%20marketer%2C%20but%20chances%20are%20you%27re%20overlooking%20a%20key%20offline%20channel%3A%20Skin." href="https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=You%20may%20think%20you%27re%20an%20omnichannel%20marketer%2C%20but%20chances%20are%20you%27re%20overlooking%20a%20key%20offline%20channel%3A%20Skin." rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: black; cursor: pointer; text-decoration-line: none; transition: background-color 0.2s ease-in-out;" target="_blank">While we may think of ourselves as omnichannel marketers, our shift to digital has caused us to overlook a key offline channel: Skin.<span data-ga-track="ExternalLink:https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=You%20may%20think%20you%27re%20an%20omnichannel%20marketer%2C%20but%20chances%20are%20you%27re%20overlooking%20a%20key%20offline%20channel%3A%20Skin." style="box-sizing: border-box; color: #55acee; display: inline-block; height: 1em; overflow: hidden; padding: 0px 0.25em; position: relative; width: 1.5em;"></span></a></span> Our dermis is the biggest bodily organ, and it is stuffed with tissue and sensory receptors that allow us to feel pressure, pain, texture, vibrations, and temperature, among other sensations. These receptors can trigger behavior. In fact, a field of science called “embodied cognition” argues that the loci of our decision making isn’t simply in our brain as previously thought, but influenced or even led by the body.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Altogether, that means our sense of touch can impact our buying decisions.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">But don’t take my word for that. Ask <a data-ga-track="ExternalLink:https://bus.wisc.edu/faculty/joann-peck" href="https://bus.wisc.edu/faculty/joann-peck" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Joann Peck</a>, a marketing professor at the Wisconsin School of Business; she’s one of the foremost experts on the study of haptic marketing.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Among her findings: In situations where it helps to understand a product’s attributes (is a 1,000-thread-count sheet softer than 500?), touch can increase purchase intent because it gives us more confidence in our choice to buy. Even if touch <em style="box-sizing: border-box;">isn’t</em> connected to a product attribute (a piece of bark in the fundraising campaign for the arboretum), it can still increase our positive feelings toward the product if the touch is positive. Additionally, if you touch something because you think it looks fun or enjoyable, that too can increase your product sentiment.</span></div>
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<span style="font-family: "Courier New", Courier, monospace;">Also interesting: </span><span class="tweet_quote" style="box-sizing: border-box; font-family: "Courier New", Courier, monospace; line-height: 20px; padding: 0px 3px 0px 0px;"><a data-ga-track="ExternalLink:https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=Some%20people%20have%20more%20%E2%80%9CNeed%20for%20Touch%E2%80%9D%20than%20others%3B%20for%20those%20people%2C%20touch%20plays%20a%20huge%20role%20in%20purchase%20decisions." href="https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=Some%20people%20have%20more%20%E2%80%9CNeed%20for%20Touch%E2%80%9D%20than%20others%3B%20for%20those%20people%2C%20touch%20plays%20a%20huge%20role%20in%20purchase%20decisions." rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: black; cursor: pointer; text-decoration-line: none; transition: background-color 0.2s ease-in-out;" target="_blank">Some people have more “Need for Touch” than others, and for those people, touch is especially crucial in purchase decisions.</a></span></div>
<span style="font-family: Courier New, Courier, monospace;"><span class="tweet_quote" style="box-sizing: border-box; line-height: 20px; padding: 0px 3px 0px 0px;"><a data-ga-track="ExternalLink:https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=Some%20people%20have%20more%20%E2%80%9CNeed%20for%20Touch%E2%80%9D%20than%20others%3B%20for%20those%20people%2C%20touch%20plays%20a%20huge%20role%20in%20purchase%20decisions." href="https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=Some%20people%20have%20more%20%E2%80%9CNeed%20for%20Touch%E2%80%9D%20than%20others%3B%20for%20those%20people%2C%20touch%20plays%20a%20huge%20role%20in%20purchase%20decisions." rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: black; cursor: pointer; text-decoration-line: none; transition: background-color 0.2s ease-in-out;" target="_blank"><span data-ga-track="ExternalLink:https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=Some%20people%20have%20more%20%E2%80%9CNeed%20for%20Touch%E2%80%9D%20than%20others%3B%20for%20those%20people%2C%20touch%20plays%20a%20huge%20role%20in%20purchase%20decisions." style="box-sizing: border-box; color: #55acee; display: inline-block; height: 1em; overflow: hidden; padding: 0px 0.25em; position: relative; width: 1.5em;"><div style="text-align: center;">
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<span style="font-family: Courier New, Courier, monospace;">There’s more to touch than evaluation, however. The feels can give us a sense of connection. “Merely touching an object results in an increase in perceived ownership of that object,” another of Peck’s mountain of <a data-ga-track="ExternalLink:http://www.anderson.ucla.edu/faculty/suzanne.shu/JCR%20touch%20ownership.pdf" href="http://www.anderson.ucla.edu/faculty/suzanne.shu/JCR%20touch%20ownership.pdf" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">studies concluded</a>. And from feelings of ownership, purchase almost seems like destiny. I think I owned that eyeliner the minute I learned how to do a cat’s eye that didn’t make me look witchy.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Finally, and this is where it really gets interesting: Assuming the sensation of touch was positive, study participants who touched an object put a higher financial value on the object. That suggests that they could expect to pay more for it.</span></div>
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<strong style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">How can you use haptic marketing?</span></strong></div>
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<span style="font-family: Courier New, Courier, monospace;">Given the potential impact of touch to increase confidence, sentiment, ownership, and value perception of a product, it’s not a bad idea for marketers to think about how to leverage this sense as part of customer experience. <span class="tweet_quote" style="box-sizing: border-box; line-height: 20px; padding: 0px 3px 0px 0px;"><a data-ga-track="ExternalLink:https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=In%20this%20overwhelmingly%20digital%20world%2C%20product%C2%A0touch%20can%20actually%20be%20a%20differentiation%20point." href="https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=In%20this%20overwhelmingly%20digital%20world%2C%20product%C2%A0touch%20can%20actually%20be%20a%20differentiation%20point." rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: black; cursor: pointer; text-decoration-line: none; transition: background-color 0.2s ease-in-out;" target="_blank">In this overwhelmingly digital world, product touch can actually be a differentiation point.<span data-ga-track="ExternalLink:https://twitter.com/intent/tweet?url=http%3A%2F%2Fwww.forbes.com%2Fsites%2Fmargaretmagnarelli%2F2018%2F09%2F14%2Fhaptic-marketing%2F&text=In%20this%20overwhelmingly%20digital%20world%2C%20product%C2%A0touch%20can%20actually%20be%20a%20differentiation%20point." style="box-sizing: border-box; color: #55acee; display: inline-block; height: 1em; overflow: hidden; padding: 0px 0.25em; position: relative; width: 1.5em;"></span></a></span> Plus, it can reduce the impact or returns and refunds by ensuring that people know what they're buying.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Using touch as a marketing tool is not an entirely new concept. Free samples and free trials, for example, have long been doorwarmers for the beauty and SaaS industries. In these fields, consumers have become accustomed to getting to try before they buy.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In addition to this tried-and-true tactic, we’ve seen more clever strategies in recent years to encourage touch. For example, e-retailers like Macy’s, ASOS and Nordstrom are trying to replicate the dressing room experience by offering free delivery and returns. That way you get to touch and try, with no downside of shipping costs. Similarly, companies like Warby Parker and Casper took away the risk of buying something people once never thought they’d buy online by building touch into the journey.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Another option is the creation of “haptic experiences,” in which the product is built into an activity the customer would otherwise enjoy—a la the Sephora class. The store gave me the opportunity to do something I thought was fun, and that I thought could help me.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In that case, the haptics <em style="box-sizing: border-box;">were</em> the products; but Peck’s research tells us we can stray a bit farther out. We can also leverage <em style="box-sizing: border-box;">associative</em> experiences of touch, such as placing something that evokes positive haptic sensations (an especially cuddly blanket) next to a product we’re trying to sell (a sleep aid).</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Or, we could create an enjoyable but product-<em style="box-sizing: border-box;">un</em>related experience, and build in our product. An example would be the <a data-ga-track="ExternalLink:https://www.cadillac.com/world-of-cadillac/cadillac-house" href="https://www.cadillac.com/world-of-cadillac/cadillac-house" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Cadillac House</a> in New York City’s Soho neighborhood. Cadillac designed a highly stylistic art gallery, café, coworking space, and pop-up shop that happens to have some cars sitting in it. Some people I know attended a marketing event there, and they mentioned that during breaks people took conference calls in the cars. Isn’t that an inventive way to get urban sophisticates who wouldn’t have identified as Cadillac drivers to touch a vehicle? Come try our $50,000 phone booth.</span></div>
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<strong style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">But what if touch isn’t an option?</span></strong></div>
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<span style="font-family: Courier New, Courier, monospace;">While the aforementioned strategies will work for some companies, it’s not feasible for every brand to insert touch into the customer experience. But there are some workarounds.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Research suggests that when touch isn't an option, you should consider approximating the experiences you’d gain from touching. A <span style="box-sizing: border-box;"><a data-ga-track="ExternalLink:http://psycnet.apa.org/record/2003-10638-009" href="http://psycnet.apa.org/record/2003-10638-009" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">study from <em data-ga-track="ExternalLink:http://psycnet.apa.org/record/2003-10638-009" style="box-sizing: border-box;">The</em><em data-ga-track="ExternalLink:http://psycnet.apa.org/record/2003-10638-009" style="box-sizing: border-box;">Journal of Consumer Psychology</em></a></span> found that for objects with material properties (like a shag rug or suede boots) people typically preferred to purchase in person—but the preference is significantly reduced when those properties are explained verbally. So perhaps there’s an audio file, video or just some powerful copywriting that can describe just the fluffiness of rug and the buttery softness of the boots.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Video is in itself a powerful medium to leverage in helping simulate the experience of touch, but a simple product 360 probably won’t do it. Consider how you could use a person to humanize the touch and serve as a proxy for your buyer. For example, you might have the talent touching the product and reacting to it, just as every single Cooking Channel show does ad nauseam to show how the food tastes. As a brand example, I love the videos Zappos includes with each pair of shoes; a company employee who looks like a normal person tries them on and walks around. These videos feel authentic, and I can imagine the shoes on me.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Or, for another P.O.V. on video proxies: On <a data-ga-track="ExternalLink:https://www.thinkwithgoogle.com/advertising-channels/video/consumer-purchase-behavior/" href="https://www.thinkwithgoogle.com/advertising-channels/video/consumer-purchase-behavior/" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Think With Google</a>, Matt Anderson talks about a growing YouTube trend called “shop with me” videos, in which creators take their viewers into a store. The watch time of such videos apparently has increased 1,000% over two years. “With this format, viewers are able to experience the shopping journey through someone they trust, and in the process evaluate whether a product is right for them,” he says.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In addition to video, we’re seeing some innovative brands using VR/AR to help create physical simulacrum—such as the Halstead Properties app mentioned in this article <a data-ga-track="ExternalLink:https://www.cmo.com/features/articles/2017/3/31/the-magic-touch-will-advertisers-tap-haptics.html#gs.gyLLU7c" href="https://www.cmo.com/features/articles/2017/3/31/the-magic-touch-will-advertisers-tap-haptics.html#gs.gyLLU7c" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">on CMO.com</a> that allows you to turn the doorknob in a home listing for yourself.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">We’re at the precipice of being able to more commonly provide simulations of touch like this via "haptic technology," which can approximate the experiences that you get through touch via vibrations or pressure. Right now the systems are used primarily in gaming (that rumbling feeling when you play a car racing game on an Xbox), consumer electronics (the Apple Watch notification vibration) and in safety mechanisms (the shaking controller that signals to a pilot that he or she has made an error). Analyst firm <a data-ga-track="ExternalLink:https://www.marketsandmarkets.com/Market-Reports/haptic-technology-market-443.html" href="https://www.marketsandmarkets.com/Market-Reports/haptic-technology-market-443.html" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Markets and Markets predicts</a> that it will be a $20 billion industry by 2022, with a compound annual growth rate of 16%.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Some of the innovators in this space hope to see the translation of the technologies to brands. Last year, Immersion, a U.S. company in the haptics business, <a data-ga-track="ExternalLink:https://www.immersion.com/study-unveils-touchsense-ads-lead-to-brand-lift/" href="https://www.immersion.com/study-unveils-touchsense-ads-lead-to-brand-lift/" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">ran a test</a> with IPG Media Labs in which they showed people ads from Arby’s, BMW and Royal Caribbean that included forced feedback sensations. Their finding: Such ads resulted in a 62% increase in feelings of connection to the brand and 50% brand lift, plus increased happiness and excitement compared to ads without haptics.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Another study—this one with less of an agenda—<a data-ga-track="ExternalLink:https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.20390" href="https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.20390" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">from the journal <em data-ga-track="ExternalLink:https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.20390" style="box-sizing: border-box;">Psychology and Marketing</em></a> used haptic technology in the form of a <a data-ga-track="ExternalLink:https://en.wikipedia.org/wiki/Novint_Technologies" href="https://en.wikipedia.org/wiki/Novint_Technologies" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Novint Falcon</a> game controller as part of an automotive test drive simulation. For people who had high Need for Touch, the experience collision resulted in more positive evaluations of the car and higher sense of brand connection.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">One thing to consider, however, is that some of the reactions from these two studies may be owed to novelty—meaning the benefits of haptics may wane as the tech becomes more prominent. But in any case,<strong style="box-sizing: border-box;"> </strong>it will be exciting to see where these technologies go, how the first-movers in marketing use them, and how the rest of us will catch up in second gen.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">If more marketers start thinking about haptics as essential to customer experience, we may see a correction in the form of a renaissance of touch. A 2015 <span style="box-sizing: border-box;"><a data-ga-track="ExternalLink:https://hbr.org/2015/03/the-science-of-sensory-marketing" href="https://hbr.org/2015/03/the-science-of-sensory-marketing" rel="nofollow noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Harvard Business Review</a></span> article claimed “We’re about to enter an era in which many more consumer products companies will take advantage of sense-based marketing.” The authors may have called it a bit early—but it’s still possible that "high-touch" may come to mean something very different in the near future. And who knows, maybe I'll even have learned to apply makeup by then.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: x-small;">Written by: Margaret Magnarelli - Contributor for Forbes </span></div>
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<a href="https://www.forbes.com/sites/margaretmagnarelli/2018/09/14/haptic-marketing/#10bad1c57a3f"><span style="font-family: Courier New, Courier, monospace; font-size: x-small;">View Full Article Here</span></a></div>
Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com2tag:blogger.com,1999:blog-3822426113544438244.post-41452894310658752782018-09-05T13:51:00.000-07:002018-09-05T13:57:30.701-07:00How to Calculate the ROI of Influencer Marketing Campaigns<h3 style="animation-delay: 0.1s; animation-duration: 0.1s; animation-iteration-count: 1; animation-name: fontfix; animation-timing-function: linear; background-color: white; color: #4a4949; font-size: 24px; line-height: 24px; margin: 20px 0px; text-align: center; text-rendering: optimizeLegibility;">
<span style="font-family: "courier new" , "courier" , monospace;">#1: Determine Your End Goal at the Beginning</span></h3>
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<span style="font-family: "courier new" , "courier" , monospace;">Before launching an <a href="https://www.socialmediaexaminer.com/6-steps-to-successful-social-influencer-marketing-campaign/" style="color: #c25a0f; text-decoration-line: none;">influencer marketing campaign</a>, you need to decide what you want to accomplish. Establishing an end goal for your efforts is essential for determining how you’ll measure it. Here are the most common end goals (and how to measure them):</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Brand awareness</strong>: Two ways to measure brand awareness are the number of pieces of content produced and impressions.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Lead generation</strong>: Offering an opt-in inclusion for a newsletter or conversions (such as registering for a price quote) are quantifiable ways to gauge lead generation.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Direct sales</strong>: Unique discount codes (as in the example below) can help you track sales from your influencer marketing campaign.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsTDZyxbk-TXv9ml3I97bkvW3zTy7pK7TzCV11sJbOUROOtvbSs1_qglgZ_N6kEe60oLDmkmCMY8K_FgS7HgDhPn-n8_k1S9VsGLyLqfvRkwhY12Yz3VJMerrZ0u-5_x784zqWCWPBSDMP/s1600/influencer-post-with-unique-code-for-freebie-600%25402x-1.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "courier new" , "courier" , monospace;"><img border="0" data-original-height="886" data-original-width="1200" height="472" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsTDZyxbk-TXv9ml3I97bkvW3zTy7pK7TzCV11sJbOUROOtvbSs1_qglgZ_N6kEe60oLDmkmCMY8K_FgS7HgDhPn-n8_k1S9VsGLyLqfvRkwhY12Yz3VJMerrZ0u-5_x784zqWCWPBSDMP/s640/influencer-post-with-unique-code-for-freebie-600%25402x-1.png" width="640" /></span></a></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Brand lift</strong>: Brand lift takes brand awareness a step further and refers to a measurable increase in your social media or website presence. Measurements of brand lift include social media following and specific conversions such as website traffic.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Remember, measuring ROI only works if you choose the measurement tactic before launching your influencer campaign.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">#2: Design Your Influencer Marketing Campaign With Measurement in Mind</span></h3>
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<span style="font-family: "courier new" , "courier" , monospace;">Once you’ve identified your end goal, <strong>make sure you have the proper assets in place for your influencer campaign</strong>. Design a campaign and seed <a href="https://www.socialmediaexaminer.com/4-tools-to-find-and-manage-influencers/" style="color: #c25a0f; text-decoration-line: none;">influencers</a> with the necessary assets to make the goal measurable.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Here are some examples of which assets to put in place to measure ROI:</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Direct sales</strong>: If you <a href="https://www.socialmediaexaminer.com/5-ways-to-sell-more-products-via-social-media/" style="color: #c25a0f; text-decoration-line: none;">sell products online</a> and want to measure ROI of your influencer campaign by direct sales, <strong>give influencers a unique code to give to their audience</strong> that they can use at checkout for a percentage off their purchase. A good amount is 15%-20% off.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKPd1IWQQONrpgvTh2w7Yc7T6IrLmwBIAQnbivjty8Q9D8n49mODWaKUrjLXRnrENEzI1sTUX3anH8jwNgr0SRBBNHQY7yrDd5IUBrO7OjFx857Qma1RozFb3JZ3BMdNqy_sycXiHro13o/s1600/influencer-post-with-unique-discount-code-1-600%25402x.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "courier new" , "courier" , monospace;"><img border="0" data-original-height="773" data-original-width="1200" height="412" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhKPd1IWQQONrpgvTh2w7Yc7T6IrLmwBIAQnbivjty8Q9D8n49mODWaKUrjLXRnrENEzI1sTUX3anH8jwNgr0SRBBNHQY7yrDd5IUBrO7OjFx857Qma1RozFb3JZ3BMdNqy_sycXiHro13o/s640/influencer-post-with-unique-discount-code-1-600%25402x.png" width="640" /></span></a></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Make sure the influencer has experience using your brand’s product or service</strong>, and let them know you’ll be giving them a discount code before the campaign launches. They can then quote you an appropriate rate and write their post accordingly.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Impressions</strong>: To create maximum exposure, <strong>ask influencers to share their review of your product on their blog (if they have one), as well as their social channels</strong>.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvlfry_x0JwPHTt-zOTYNcS3p8WMs4qAhuMhiT9AjGE6FosfW67hxojWPgPd8mLRngArvN7s41EyefcBT8ivM_3q4IuuiWKgiBcUMCg4mamwsS-TYFbvNas3-Nfw6ciUjWQR6iNK4IyVlb/s1600/youtube-influencer-video-review-600%25402x.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "courier new" , "courier" , monospace;"><img border="0" data-original-height="1182" data-original-width="1200" height="630" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjvlfry_x0JwPHTt-zOTYNcS3p8WMs4qAhuMhiT9AjGE6FosfW67hxojWPgPd8mLRngArvN7s41EyefcBT8ivM_3q4IuuiWKgiBcUMCg4mamwsS-TYFbvNas3-Nfw6ciUjWQR6iNK4IyVlb/s640/youtube-influencer-video-review-600%25402x.png" width="640" /></span></a></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Conversions</strong>: If you’re trying to generate leads via your influencer marketing campaign, <strong>make sure you have a juicy piece of content that influencers can share with their audience</strong>. Also, be transparent with influencers that you’ll be measuring the success of your campaign based on a certain conversion you’re asking them to link to.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Number of pieces of content produced</strong>: If you want influencers to produce content for a certain channel, <strong>supply high-quality visual and content assets</strong> that they can use (i.e., pictures of your brand’s product). Also, <strong>ask influencers to post across all of their channels</strong> to maximize the types of content that your brand receives.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Before launching your campaign, it’s a good idea to <strong>assign a value to each piece of content you’ll be receiving</strong>. You can then factor that into the ROI you attribute to your overall campaign.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Sign-ups</strong>: You want to <strong>make sure influencers understand that you’re trying to push a certain piece of content or increase subscribers</strong> to a newsletter. Knowing this, they can skillfully write a post that steers their audience to help you achieve your goals. This will change the direction of a post, so it’s crucial to be upfront with influencers about it from the very beginning.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Social media following</strong>: As with sign-ups, a goal of increasing your social media following will ultimately inform the direction of an influencer’s post. You can <strong>have the influencer include a call to action (CTA) in their content for readers to follow your brand</strong> on various social channels. Also <a href="https://www.socialmediaexaminer.com/4-tips-for-successful-social-media-contests/" style="color: #c25a0f; text-decoration-line: none;">running a contest or giveaway on social media</a> is a fun way to lead an influencer’s audience to your social channels.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMycjnJdK4s-k5Wg7XlGOioYdlDXMb3Hpds4tDyvPYH5FAiuc-Ax8ITUjtVqVgOMFjI9vGBbUg1GDMxEk3s1sR7e3PEsw8xJQMHBLKe_9iMN2fM2HToLWaenfkgnhwgkO26m0Z40FObiXi/s1600/influencer-post-with-giveaway-600%25402x.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "courier new" , "courier" , monospace;"><img border="0" data-original-height="883" data-original-width="1200" height="470" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhMycjnJdK4s-k5Wg7XlGOioYdlDXMb3Hpds4tDyvPYH5FAiuc-Ax8ITUjtVqVgOMFjI9vGBbUg1GDMxEk3s1sR7e3PEsw8xJQMHBLKe_9iMN2fM2HToLWaenfkgnhwgkO26m0Z40FObiXi/s640/influencer-post-with-giveaway-600%25402x.png" width="640" /></span></a></div>
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<span style="font-family: "courier new" , "courier" , monospace;">#3: Compile Campaign Data to Establish ROI</span></h3>
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<span style="font-family: "courier new" , "courier" , monospace;">Based on the goal of your influencer marketing campaign, you’ll need to measure one or more of the following campaign data points so you can use them to establish ROI:</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Direct sales</strong>:<strong> </strong>Measuring direct sales is easy if you sell products online. To determine what you earned for every dollar spent, <strong>calculate the amount of sales you earned from your influencer’s unique discount code</strong> and <strong>divide it by the dollars you spent on the campaign</strong>. Or subtract the amount you spent from what you earned to determine what you earned from your campaign.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5kLxMDr98_HLjgXTjT4o63feWWMCQxptVTwXeBuFalLEEqXh4wvBu6N_Be2fWIzWqnn_Fv7zMEGu0zFcHsk6mqLK6dnyNsmup1bZja_hCWknR4xXu9zC-Q7S4aVqyoWbpegTWDWXjOJxg/s1600/influencer-post-with-unique-discount-code-2-600%25402x.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "courier new" , "courier" , monospace;"><img border="0" data-original-height="770" data-original-width="1200" height="410" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5kLxMDr98_HLjgXTjT4o63feWWMCQxptVTwXeBuFalLEEqXh4wvBu6N_Be2fWIzWqnn_Fv7zMEGu0zFcHsk6mqLK6dnyNsmup1bZja_hCWknR4xXu9zC-Q7S4aVqyoWbpegTWDWXjOJxg/s640/influencer-post-with-unique-discount-code-2-600%25402x.png" width="640" /></span></a></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Impressions</strong>:<strong> </strong>Impressions is the number of people who saw your influencer’s blog or social post. Brands typically <strong>look at actual impressions or potential impressions</strong>.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Actual impressions are determined by the actual number of people who saw the post that the influencer produced. To determine this figure, <strong>calculate the influencer’s social following and/or monthly unique visits to their blog each month</strong>.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">If you want to take this a step further, you can calculate potential impressions for each influencer-produced post. To do this, <strong>multiply the number of social shares that the post earned by the average number of followers per user on social media</strong>. The average number of followers for each network are:</span></div>
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<li style="line-height: 24px !important; margin-bottom: 10px; text-align: center;"><span style="font-family: "courier new" , "courier" , monospace;">Facebook: 338</span></li>
<li style="line-height: 24px !important; margin-bottom: 10px; text-align: center;"><span style="font-family: "courier new" , "courier" , monospace;">Twitter: 707</span></li>
<li style="line-height: 24px !important; margin-bottom: 10px; text-align: center;"><span style="font-family: "courier new" , "courier" , monospace;">LinkedIn: 930</span></li>
<li style="line-height: 24px !important; margin-bottom: 10px; text-align: center;"><span style="font-family: "courier new" , "courier" , monospace;">Pinterest: 229</span></li>
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<span style="font-family: "courier new" , "courier" , monospace;">For instance, if your brand earns a blog post and it was shared on Facebook 10 times, multiply the shares (10) by the average number of followers per user on Facebook (338). Also <strong>add the influencer’s following</strong> to that figure. If the influencer in this example had a total reach on Facebook of 5,000, your post had 8,338 potential impressions.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkbE98vJ6ApRNlg4CF7fCO8Sg_qQMr4xJLiqhVZR8RVdNXpTcWUtod9y6_PQq4sNsuZEV4pfeUkbERNKfgVtzymPc76cZ7NEMYzflh6mhdrtdkP7dMFOQQ0kWM0V6Eg0vHQt3PQ1GISonx/s1600/influencer-blog-post-shared-on-facebook-575%25402x.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: "courier new" , "courier" , monospace;"><img border="0" data-original-height="1280" data-original-width="1150" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhkbE98vJ6ApRNlg4CF7fCO8Sg_qQMr4xJLiqhVZR8RVdNXpTcWUtod9y6_PQq4sNsuZEV4pfeUkbERNKfgVtzymPc76cZ7NEMYzflh6mhdrtdkP7dMFOQQ0kWM0V6Eg0vHQt3PQ1GISonx/s640/influencer-blog-post-shared-on-facebook-575%25402x.png" width="574" /></span></a></div>
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<span style="background-color: white; color: #3d3d3d; font-size: 16px;"><span style="font-family: "courier new" , "courier" , monospace;">The equation to use for each influencer in your campaign is:</span></span></div>
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<span style="background-color: white; color: #3d3d3d; font-size: 16px;"><b><span style="font-family: "courier new" , "courier" , monospace;"># of shares of your post + average number of followers on channel + influencer’s reach = potential impressions per post</span></b></span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">To translate impression calculations to ROI, businesses tend to use a numerical value of what they deem an impression is worth. This can be different for each social channel. A <a href="https://www.socialmediaexaminer.com/how-to-use-influencer-marketing-to-amplify-your-message/" style="color: #c25a0f; text-decoration-line: none;">B2B brand</a> would put more weight on LinkedIn than Pinterest, while certain B2C brands may value Facebook more than Twitter.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">The average impression is worth $0.012 and can be increased or decreased per channel. To <strong>put a numeric value on impressions</strong>, simply <strong>use the equation above</strong> and <strong>multiply your actual impressions and/or potential impressions by $0.012</strong> and, voilà! You have your ROI.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Conversions</strong>:<strong> </strong>Conversions may overlap with a few other areas of influencer marketing campaign goals or measurements. To measure conversions, <strong>focus on actions a reader takes after viewing a social media or <a href="https://www.socialmediaexaminer.com/how-to-promote-blog-posts-using-social-media-guide-for-marketers/" style="color: #c25a0f; text-decoration-line: none;">blog post</a></strong>. These actions might be downloads, purchases, or certain website pages visited.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">There is no industry standard for conversions, so you might consider something like the percentage of website visitors who convert into buyers. To estimate how many of these unique visitors purchased from your brand, <strong>look at the number of website visitors brought in by following a link through an influencer’s blog post</strong>. Also <strong>factor in the average amount a consumer spends per purchase</strong>.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Number of pieces of content produced</strong>:<strong> </strong>When it comes to measuring how much a piece of media is worth, <strong>consider how valuable and versatile all influencer content can be</strong>. These words and images can be used on websites as testimonials, across social media, and in a variety of marketing materials. These pieces of media can also convert readers into leads or direct buyers to an online store.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">There is no industry standard for measuring a piece of influencer-produced media, so it’s helpful to <strong>look at sales and ROI from a past campaign</strong>. Next, <strong>divide the number of pieces of media produced for the total campaign by sales</strong>, and <strong>assign a value to each piece of media</strong>.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Keep in mind that you’re basing this metric on past methods of measuring ROI, so it may not be a great measurement tactic if you’re running your first influencer marketing campaign. However, it does give you a reference point.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Sign-ups</strong>:<strong> </strong>Sign-ups are often intertwined with conversions and can be measured in much the same way. Sign-ups generated from a single piece of influencer content can give you great metrics, especially if you don’t sell products online. You can <strong>include a lead capture form to download a piece of content or sign up for a newsletter</strong>, which is a great way to build your email list.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><strong>Social media following</strong>:<strong> </strong>Some brands employ influencers to help them build their social media presence. You can <strong>designate a numerical value for each new follower </strong>to attribute a dollar amount to the new eyeballs on your brand.</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">Written by: Kristen Matthews - Social Media Examiner</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><a href="https://www.socialmediaexaminer.com/calculate-roi-influencer-marketing-campaigns/">View original blogpost here</a></span></div>
Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-8972795039658308382018-08-15T07:48:00.001-07:002018-09-05T21:49:21.295-07:00How to change your IG profile font<h4 style="background-color: white; box-sizing: border-box; color: #5d5552; font-size: 18px; letter-spacing: 3.5px; line-height: 1.25; margin: 0px 0px 30px; text-transform: uppercase;">
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<span style="font-family: "courier new" , "courier" , monospace;"><i>For those of you wanting to change your Instagram font in your bio's</i></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyM-6fGUwAdpJpu1ZKRQNDGPj4O_Dz-ygwi8PTJqmHDT75zzgRVxqBhXQHMHeN4DIJTYbWl5vukdoNFolELMSn52WmFaAVOpIi_Fb3NqE8F7DMM-7a4Iw-2GEZbhSj8nZpEriPwvrRejsL/s1600/Screen+Shot+2018-08-15+at+9.46.35+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="569" data-original-width="1600" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiyM-6fGUwAdpJpu1ZKRQNDGPj4O_Dz-ygwi8PTJqmHDT75zzgRVxqBhXQHMHeN4DIJTYbWl5vukdoNFolELMSn52WmFaAVOpIi_Fb3NqE8F7DMM-7a4Iw-2GEZbhSj8nZpEriPwvrRejsL/s1600/Screen+Shot+2018-08-15+at+9.46.35+AM.png" /></a></div>
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<span style="font-family: "courier new" , "courier" , monospace;"><a href="https://lingojam.com/FontsForInstagram">Here</a> is the link I used.</span><br />
<span style="font-family: "courier new" , "courier" , monospace;">Just copy and paste!</span></div>
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<span style="font-family: "courier new" , "courier" , monospace;">View my bio here: <a href="https://www.instagram.com/stephanis_space/">here.</a></span></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-4760347092591698632018-07-10T05:00:00.000-07:002018-07-10T05:00:07.640-07:00Five Instagram Marketing Tactics That Build Your Brand And Generate Sales<div class="speakable-paragraph" style="background-color: white; box-sizing: border-box; font-size: 17.6px; font-variant-ligatures: common-ligatures; margin-bottom: 1.6rem; margin-top: 1.6rem; text-align: center;">
<span style="font-family: Courier New, Courier, monospace;">Along with hunger, fear and love, visual stimulation is deeply embedded in the human experience. <a data-ga-track="ExternalLink:https://smartjaguar.files.wordpress.com/2014/05/habits-of-mind-across-the-curriculum.pdf#page=71" href="https://smartjaguar.files.wordpress.com/2014/05/habits-of-mind-across-the-curriculum.pdf#page=71" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Ninety percent</a> of all information is transmitted visually, with the human brain processing an entire image after viewing it for as little as <a data-ga-track="ExternalLink:http://news.mit.edu/2014/in-the-blink-of-an-eye-0116" href="http://news.mit.edu/2014/in-the-blink-of-an-eye-0116" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">13 milliseconds</a>. Social media platforms have tapped into this primal inclination with tremendous success.</span></div>
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<span style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Unique among them, Instagram has quickly proven to be one of the most influential forces in content-driven marketing today. The image-based app is known for having amplified <a data-ga-track="ExternalLink:https://www.rivaliq.com/blog/2018-social-media-industry-benchmark-report/" href="https://www.rivaliq.com/blog/2018-social-media-industry-benchmark-report/" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">engagement rates</a> over other social media networks.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;">Instagram success comes with quite a daunting caveat: You must stand out on a platform with </span><a data-ga-track="ExternalLink:https://business.instagram.com/blog/safety-and-kindness-for-800-million/" href="https://business.instagram.com/blog/safety-and-kindness-for-800-million/" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">800 million</a><span style="box-sizing: border-box;"> active users who “like” </span><a data-ga-track="ExternalLink:https://www.reuters.com/article/us-facebook-instagram-users/instagrams-user-base-grows-to-more-than-500-million-idUSKCN0Z71LN" href="https://www.reuters.com/article/us-facebook-instagram-users/instagrams-user-base-grows-to-more-than-500-million-idUSKCN0Z71LN" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">4.2 billion</a> <span style="box-sizing: border-box;">posts daily. Luckily, there are ways your brand can cut through the noise. Here are five ways to build a passionate Instagram following that sequentially leads to increased revenue.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaZzsBR6WwqJ_k4yydPQRVnPccuiRNrDcm7ez0fS7aEwe97qm2CTWK_IXGXMf2AzemFmCVl08q6bCwKi-gSbueumOpbtK_TtE4q0iZXMonN8YnEgvU46MSpqsYLURwprNizshMSRZlwLNI/s1600/patrick-tomasso-88398-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1202" data-original-width="1600" height="480" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhaZzsBR6WwqJ_k4yydPQRVnPccuiRNrDcm7ez0fS7aEwe97qm2CTWK_IXGXMf2AzemFmCVl08q6bCwKi-gSbueumOpbtK_TtE4q0iZXMonN8YnEgvU46MSpqsYLURwprNizshMSRZlwLNI/s640/patrick-tomasso-88398-unsplash.jpg" width="640" /></a></div>
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<b style="box-sizing: border-box; font-size: 17.6px;"><span style="font-family: Courier New, Courier, monospace;">Create A Plan Of Action</span></b></div>
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<span style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Your Instagram strategy is what separates posting for profit from just crowdsourcing self-esteem. To be effective, your plan needs to define your target audience and outline a clear direction for content.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;">Creating content that resonates with your followers is the result of a well-defined <a href="https://www.forbes.com/sites/forbesagencycouncil/2017/05/16/finding-your-audience-the-importance-of-developing-a-buyer-persona/#15e258354734" rel="noopener noreferrer" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_self">buyer persona</a>.<em style="box-sizing: border-box;"><strong style="box-sizing: border-box;"> </strong></em></span>When you internalize your ideal customers’ demographics, behaviors, concerns, motivations and goals, you can tailor your message to attract them. <span style="box-sizing: border-box;">Doing so ensures your image and message will evoke curiosity, incite action and humanize your company, all of which will expand your base of regular followers and set the baseline for your overall strategy.</span></span></div>
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<span style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Instagram tactics might target several of the following objectives: increase brand awareness, build customer loyalty, enhance and complement event experiences or drive sales. By defining your goals, you’ll be able to determine the best approach for each step.</span></span></div>
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<b style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Elicit Emotions</span></b></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;">Emotions are at the heart of all relationships, including with brands. Logic persuades but feelings motivate, influencing a customer’s </span><a data-ga-track="ExternalLink:https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy" href="https://www.psychologytoday.com/blog/inside-the-consumer-mind/201302/how-emotions-influence-what-we-buy" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">intention to purchase</a><span style="box-sizing: border-box;"> over anything else. According to a study, purely emotional campaigns were <a data-ga-track="ExternalLink:http://adage.com/article/cmo-strategy/emotional-messages-beat-rational/134920/" href="http://adage.com/article/cmo-strategy/emotional-messages-beat-rational/134920/" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">twice as likely</a> to generate profit gains </span><span style="box-sizing: border-box;">than those with a rational approach</span><span style="box-sizing: border-box;">. Therefore, when choosing images, the intended emotion should be front and center.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">However, not all types of emotions are rated equally. <a data-ga-track="ExternalLink:https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral" href="https://hbr.org/2013/10/research-the-emotions-that-make-marketing-campaigns-go-viral" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Research</a> found that admiration, interest, amazement and astonishment are extremely common sentiments in highly viral content. <a data-ga-track="ExternalLink:https://hbr.org/ideacast/2013/05/the-science-of-sharing-and-ove.html" href="https://hbr.org/ideacast/2013/05/the-science-of-sharing-and-ove.html" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Positive posts</a> are more prone to be shared than negative ones, but things get complicated when it comes to dealing with specific feelings.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Anger, anxiety and other high arousal emotions drive us to take initiative. Fear is a commonly depicted emotion in marketing. This can take the form of showing the downside of not taking action, as in Allstate’s <a data-ga-track="ExternalLink:http://adage.com/article/cmo-strategy/mayhem-helped-allstate-disrupt-conversation-insurance/298779/" href="http://adage.com/article/cmo-strategy/mayhem-helped-allstate-disrupt-conversation-insurance/298779/" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">Mayhem</a> campaign. At our agency, we often use social proof in campaigns. Happy clients touting results that prospects are not getting taps into the fear of missing out and establishes credibility.</span></div>
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<b style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Build A Visual Narrative</span></b></div>
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<span style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Show actual customers using your product or service so that prospective buyers can easily visualize themselves enjoying the benefits, relate to the people featured and, in turn, connect with your business.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;">When using images of people, show their faces since that is what best conveys emotion. Instagram photos with faces are </span><a data-ga-track="ExternalLink:http://comp.social.gatech.edu/papers/chi14.faces.bakhshi.pdf" href="http://comp.social.gatech.edu/papers/chi14.faces.bakhshi.pdf" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">38%</a><span style="box-sizing: border-box;"> more likely to be "liked" and </span><a data-ga-track="ExternalLink:http://comp.social.gatech.edu/papers/chi14.faces.bakhshi.pdf" href="http://comp.social.gatech.edu/papers/chi14.faces.bakhshi.pdf" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">32%</a><span style="box-sizing: border-box;"> more likely to receive comments. As such, consumers who see a user-generated picture when online shopping results in </span><a data-ga-track="ExternalLink:https://www.l2inc.com/daily-insights/ten-facts-from-l2s-instagram-report" href="https://www.l2inc.com/daily-insights/ten-facts-from-l2s-instagram-report" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">4.5% higher propensity for conversion</a><span style="box-sizing: border-box;">.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">The more authentic your photos, the better you will be able to form an affinity with your customers, followers and fans. Using a real person associated with your company instead of a stock photo can increase conversions by <a data-ga-track="ExternalLink:https://marketingexperiments.com/digital-advertising/stock-images-tested" href="https://marketingexperiments.com/digital-advertising/stock-images-tested" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">35%</a><span style="box-sizing: border-box;">. </span></span></div>
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<b style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Create Conversations</span></b></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;">Instagram posts should start conversations and encourage self-revelation</span><span style="box-sizing: border-box;">s that your social following can become a community. </span><span style="box-sizing: border-box;">Participation provides a </span><span style="box-sizing: border-box;">sense of connectedness</span><span style="box-sizing: border-box;">, paving the way for conversions down the road.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;">Consider the desired response from your caption: Are you posting a statement or something that people will naturally reply to? </span><span style="box-sizing: border-box;">Continue the conversation with exclusive discounts or by asking questions, using polls or hosting a live Q&A session. </span><span style="box-sizing: border-box;">Dedicate time to responding to comments, liking other users' images and joining conversations where you can add value. By commenting on someone else’s profile, that person is </span><a data-ga-track="ExternalLink:https://www.quicksprout.com/2012/11/19/the-science-of-instagram-how-to-get-more-followers-and-likes/" href="https://www.quicksprout.com/2012/11/19/the-science-of-instagram-how-to-get-more-followers-and-likes/" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">401%</a> <span style="box-sizing: border-box;">more apt to follow your brand.</span></span></div>
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<b style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Simplify The Path To Purchase</span></b></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;">According to a survey, at least </span><a data-ga-track="ExternalLink:https://www.retaildive.com/news/study-instagram-influences-almost-75-of-user-purchase-decisions/503336/" href="https://www.retaildive.com/news/study-instagram-influences-almost-75-of-user-purchase-decisions/503336/" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank">72% of Instagram users</a><span style="box-sizing: border-box;"> have bought something they first discovered on Instagram.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;">Instagram has been continually rolling out tools that allow marketers to </span><span style="box-sizing: border-box;">connect with customers in an immersive way, making shopping actionable and facilitating</span><span style="box-sizing: border-box;"> impulse buys.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><big style="box-sizing: border-box;">•</big> <b style="box-sizing: border-box;">Stories</b><span style="box-sizing: border-box;">: Include a link in your Instagram Stories that directs viewers to the product page on your website.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;"><big style="box-sizing: border-box;">•</big> </span><a data-ga-track="ExternalLink:https://business.instagram.com/blog/stories-highlights-and-archive" href="https://business.instagram.com/blog/stories-highlights-and-archive" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank"><b data-ga-track="ExternalLink:https://business.instagram.com/blog/stories-highlights-and-archive" style="box-sizing: border-box;">Stories Highlights</b></a>:<span style="box-sizing: border-box;"> These video clips appear directly under your bio and above your Instagram feed and play as a standalone story, allowing brands to showcase the content they want to be viewed first.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><big style="box-sizing: border-box;">•</big> <b style="box-sizing: border-box;"></b><a data-ga-track="ExternalLink:https://business.instagram.com/blog/making-it-easier-to-do-business-on-instagram/" href="https://business.instagram.com/blog/making-it-easier-to-do-business-on-instagram/" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank"><b data-ga-track="ExternalLink:https://business.instagram.com/blog/making-it-easier-to-do-business-on-instagram/" style="box-sizing: border-box;">Action Buttons</b></a><span style="box-sizing: border-box;">: Fans can make reservations, buy tickets, place orders or book services through third-party partners without having to leave Instagram. </span></span></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="box-sizing: border-box;"><big style="box-sizing: border-box;">•</big> <b style="box-sizing: border-box;"></b></span><a data-ga-track="ExternalLink:https://business.instagram.com/blog/shopping-on-instagram-goes-global/" href="https://business.instagram.com/blog/shopping-on-instagram-goes-global/" style="-webkit-tap-highlight-color: transparent; background-color: transparent; box-sizing: border-box; color: #003891; cursor: pointer; text-decoration-line: none;" target="_blank"><b data-ga-track="ExternalLink:https://business.instagram.com/blog/shopping-on-instagram-goes-global/" style="box-sizing: border-box;">Shopping</b></a><span style="box-sizing: border-box;">: Transform your Instagram profile into a visual storefront with easy access to pricing and details, where shoppers can tap on a tagged post to take the next steps to purchase.</span></span></div>
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<span style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">Instagram is an essential part of any holistic marketing strategy and can be a dominant force in your brand-building arsenal. To attract new followers, generate leads and sell, it is imperative to use photos that create an emotional association with your brand.</span></span></div>
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<span style="box-sizing: border-box;"><span style="font-family: Courier New, Courier, monospace;">With a proper understanding of the psychology and engineering behind the platform, you’ll ultimately be able to guide fans to take the action you want: make a purchase and become a long-term customer.</span></span></div>
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<span style="font-family: Courier New, Courier, monospace;">Written by: Jenna Gross - Forbes Agency Council</span></div>
<span style="font-family: Courier New, Courier, monospace;"><a href="https://www.forbes.com/sites/forbesagencycouncil/2018/07/09/five-instagram-marketing-tactics-that-build-your-brand-and-generate-sales/#4adb50fb23df">View Article Here</a></span>Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com8tag:blogger.com,1999:blog-3822426113544438244.post-86821069282703116462018-06-21T10:07:00.000-07:002018-06-21T10:07:26.206-07:00 Instagram launches IGTV app for creators, 1-hour video uploads<div style="background-repeat: no-repeat; box-sizing: inherit; color: #333333; letter-spacing: -0.1px; margin-bottom: 15px; margin-top: 15px; text-align: center;">
<span style="font-family: Courier New, Courier, monospace;"><a class="crunchbase-link" data-entity="instagram" data-type="organization" href="https://www.crunchbase.com/organization/instagram/" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #333333; font-weight: 700; text-decoration-line: none; touch-action: manipulation; transition: color 0.1s;" target="_blank">Instagram <span class="crunchbase-tooltip-indicator" style="background: rgb(170, 170, 170); border-radius: 0.5em; box-sizing: inherit; color: white; display: inline-block; height: 1em; line-height: 16px; margin-left: -1px; text-align: center; transition: background 0.1s; vertical-align: baseline; width: 1em;"></span></a> is ready to compete head-on with YouTube. Today at a flashy event in San Francisco, the company announced it will begin allowing users to upload videos up to one hour in length, up from the previous one-minute limit. And to house the new longer-form videos from content creators and the general public, Instagram is<a href="https://instagram-press.com/blog/2018/06/20/welcome-to-igtv/" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; text-decoration-line: none; touch-action: manipulation; transition: color, border-color 0.2s linear;"> launching</a> IGTV. Accessible from a button inside the Instagram homescreen, as well as a standalone app, IGTV will spotlight popular videos from Instagram celebrities.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisS8ASU0qdfs_u7e8V-5lHOhIDPimmo4wbIU6psea8tqEGaG7aRTIqyhb0GWX203-t4_Wmg_VS5m6tY949Ejep5FU1IgEz1lPwZbwOAu8lCGyrXCIygntfYTvRzgAlopKwyQ7qxbkTszBa/s1600/jakob-owens-199505-unsplash.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="1082" data-original-width="1600" height="432" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEisS8ASU0qdfs_u7e8V-5lHOhIDPimmo4wbIU6psea8tqEGaG7aRTIqyhb0GWX203-t4_Wmg_VS5m6tY949Ejep5FU1IgEz1lPwZbwOAu8lCGyrXCIygntfYTvRzgAlopKwyQ7qxbkTszBa/s640/jakob-owens-199505-unsplash.jpg" width="640" /></a></div>
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<span style="font-family: Courier New, Courier, monospace;">The launch confirms <a href="https://techcrunch.com/2018/06/06/instagram-watch-video/" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; text-decoration-line: none; touch-action: manipulation; transition: color, border-color 0.2s linear;">TechCrunch’s scoops over the past month outlining the features</a> and <a href="https://techcrunch.com/2018/06/11/instagram-long-form-video/" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; text-decoration-line: none; touch-action: manipulation; transition: color, border-color 0.2s linear;">potential</a> of <a href="https://techcrunch.com/2018/06/19/instagram-igtv/" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; text-decoration-line: none; touch-action: manipulation; transition: color, border-color 0.2s linear;">IGTV</a> that we said would arrive today, following the<a href="https://www.wsj.com/articles/instagram-could-soon-allow-users-to-post-long-form-video-1528236950" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; text-decoration-line: none; touch-action: manipulation; transition: color, border-color 0.2s linear;"> WSJ’s report</a> that Instagram would offer videos up to an hour in length.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQzb-YttgSrpGn8HFViblKzObJjphrThIZ2WoB_0O5L54GDtC1k3vTnlglwdtUDmdUbDnfVR5qJTiqhB1fo62CrvXo_Rt32kp6sWo-ChZaM9_cY8Lae-KxaTXyyMZqZEXHMI5x1FT-25vN/s1600/Screen+Shot+2018-06-21+at+11.56.47+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Courier New, Courier, monospace;"><img border="0" data-original-height="778" data-original-width="1012" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgQzb-YttgSrpGn8HFViblKzObJjphrThIZ2WoB_0O5L54GDtC1k3vTnlglwdtUDmdUbDnfVR5qJTiqhB1fo62CrvXo_Rt32kp6sWo-ChZaM9_cY8Lae-KxaTXyyMZqZEXHMI5x1FT-25vN/s1600/Screen+Shot+2018-06-21+at+11.56.47+AM.png" /></span></a></div>
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<span style="font-family: Courier New, Courier, monospace;"><span style="letter-spacing: -0.1px;">“It’s time for video to move forward, and evolve,” said Instagram CEO Kevin Systrom onstage at the event. “IGTV is for watching long-from videos from your favorite creators.” Just before he took the stage, </span><a href="https://business.instagram.com/a/IGTV" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; letter-spacing: -0.1px; text-decoration-line: none; touch-action: manipulation; transition: color, border-color 0.2s linear;">Instagram’s business blog</a><span style="letter-spacing: -0.1px;"> outed details of IGTV.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlXi3L2gvolkt6Y54Asvr9spYkI5uT_9oqpByYLWW1J4J4EcwOA_3yjn8eYwqoVgjuCWX7xqK_W2HBrq0Sdw8UX2hGwd0J_uDQf3IbPyStQ6s-5qIBVa_o_FWFdOdsz2bbVG93shuM2U_b/s1600/Screen+Shot+2018-06-21+at+11.57.35+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Courier New, Courier, monospace;"><img border="0" data-original-height="841" data-original-width="1020" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlXi3L2gvolkt6Y54Asvr9spYkI5uT_9oqpByYLWW1J4J4EcwOA_3yjn8eYwqoVgjuCWX7xqK_W2HBrq0Sdw8UX2hGwd0J_uDQf3IbPyStQ6s-5qIBVa_o_FWFdOdsz2bbVG93shuM2U_b/s1600/Screen+Shot+2018-06-21+at+11.57.35+AM.png" /></span></a></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">How IGTV Works</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">IGTV will let anyone be a creator, not just big-name celebrities. People will be able to upload vertical videos through Instagram’s app or the web. Everyone except smaller and new accounts will be able to upload hour-long videos immediately, with that option expanding to everyone eventually.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The IGTV app will be available globally on<a href="https://itunes.apple.com/gb/app/igtv/id1394351700?mt=8" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; text-decoration-line: none; touch-action: manipulation; transition: color, border-color 0.2s linear;"> iOS</a> and <a href="https://play.google.com/store/apps/details?id=com.instagram.igtv" style="background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; text-decoration-line: none; touch-action: manipulation; transition: color, border-color 0.2s linear;">Android</a>sometime today, as well as in the Instagram app through a TV shaped button above Stories. “We made it a dedicated app so you can tap on it and enjoy video without all the distraction,” Systrom explained.</span></div>
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<span style="font-family: Courier New, Courier, monospace;"><iframe width="320" height="266" class="YOUTUBE-iframe-video" data-thumbnail-src="https://i.ytimg.com/vi/gHXEUGTAPq8/0.jpg" src="https://www.youtube.com/embed/gHXEUGTAPq8?feature=player_embedded" frameborder="0" allowfullscreen></iframe></span></div>
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<span style="color: #333333; letter-spacing: -0.1px; text-align: start;"><span style="font-family: Courier New, Courier, monospace;">In IGTV’s dedicated app or its in-Instagram experience, viewers will be able to swipe through a variety of longer-form videos, or swipe up to visit a Browse tab of personally recommended videos, popular videos, creators they’re following and the option to continue watching previously started videos. Users will also get callouts from the IGTV button alerting them to new content.</span></span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGe9BElBcvZOeM5pJ34KFYywYMySn1BN_oeiaurbVnVbdOAewJZCtdzRDPzHyXlnuTEAK2KYH9bUsGDEWshdiOF5TCg0SHFFPwwiiW1WFxWtbvqNcXLb7qBoBDSrkrmd_IV9ckxkjpq7TC/s1600/Screen+Shot+2018-06-21+at+11.59.39+AM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Courier New, Courier, monospace;"><img border="0" data-original-height="798" data-original-width="948" height="336" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjGe9BElBcvZOeM5pJ34KFYywYMySn1BN_oeiaurbVnVbdOAewJZCtdzRDPzHyXlnuTEAK2KYH9bUsGDEWshdiOF5TCg0SHFFPwwiiW1WFxWtbvqNcXLb7qBoBDSrkrmd_IV9ckxkjpq7TC/s400/Screen+Shot+2018-06-21+at+11.59.39+AM.png" width="400" /></span></a></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwgEZQ8BDtuEBd8MUwLPW6apmf0wPutiaG2ahfgD_O41wgj1X_ax3x29o9TWQ150FbvGt_GaIhhmog-_EuU0plyVLNO3AuAeeyLf5r_WPMd3qjsBk8QfEitbVaBEf41GXTKUV1KLLXra_7/s1600/Screen+Shot+2018-06-21+at+12.00.08+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Courier New, Courier, monospace;"><img border="0" data-original-height="796" data-original-width="944" height="336" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhwgEZQ8BDtuEBd8MUwLPW6apmf0wPutiaG2ahfgD_O41wgj1X_ax3x29o9TWQ150FbvGt_GaIhhmog-_EuU0plyVLNO3AuAeeyLf5r_WPMd3qjsBk8QfEitbVaBEf41GXTKUV1KLLXra_7/s400/Screen+Shot+2018-06-21+at+12.00.08+PM.png" width="400" /></span></a></div>
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<span style="font-family: Courier New, Courier, monospace;">IGTV will also let creators develop Instagram Channels full of their different videos that people can subscribe to. Creators will be able to put links in the description of their videos to drive traffic elsewhere.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">No Commercials In IGTV…Yet</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">“There’s no ads in IGTV today,” says Systrom, but he says it’s “obviously a very reasonable place [for ads] to end up.” He explained that since creators are investing a lot of time into IGTV videos, he wants to make that sustainable by offering them a way to monetize in the future. Instagram isn’t paying any creators directly for IGTV videos either, like Facebook did to jump-start its flopped Facebook Watch video hub.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">With<span> </span><a href="https://techcrunch.com/2018/06/20/instagram-1-billion-users/" style="background-color: transparent; background-repeat: no-repeat; border-bottom: 1px solid rgb(241, 241, 241); box-sizing: inherit; color: #00a562; text-decoration: none; touch-action: manipulation; transition: color, border-color 0.2s linear;">1 billion users on Instagram</a>, IGTV could be popular with creators not only trying to earn money but grow their audience. Instagram is expected to build out a monetization option for IGTV creators, potentially including ad revenue shares. The big user base could also attract advertisers. eMarketer already expects Instagram to earn $5.48 billion in U.S. ad revenue in 2018. Facebook shareholders loved the sound of more premium ad inventory that businesses crave as they shift spend away from television. Facebook’s share price is up over 2.2 percent today to nearly $202.</span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2QJr2WEHjSlYMIlIk_rzScrdtif885b5H-Z3MIfLXEXYYSFrGovF-7jQgxghjR4Q-OQRPZeuzwE3EUd0dp_gS0w3x2S6daiRYrHFw72h8dCu46LC0UwXdhASUeLeFEUrx74sEDh5-M6PZ/s1600/Screen+Shot+2018-06-21+at+12.01.34+PM.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><span style="font-family: Courier New, Courier, monospace;"><img border="0" data-original-height="740" data-original-width="1012" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg2QJr2WEHjSlYMIlIk_rzScrdtif885b5H-Z3MIfLXEXYYSFrGovF-7jQgxghjR4Q-OQRPZeuzwE3EUd0dp_gS0w3x2S6daiRYrHFw72h8dCu46LC0UwXdhASUeLeFEUrx74sEDh5-M6PZ/s1600/Screen+Shot+2018-06-21+at+12.01.34+PM.png" /></span></a></div>
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<span style="letter-spacing: -0.1px; text-align: start;"><span style="font-family: Courier New, Courier, monospace;">Instagram has evolved far beyond the initial simplicity of just filtering and sharing photos. When it launched, mobile networks, screens and cameras weren’t ready for longer-form video, and neither were users. As more families cut the cord or teens ignore television altogether, though, Instagram has an opportunity to become the TV of mobile. YouTube may always have a wider breadth of content, but through curation of creators and publishers’ video content, Instagram could become the reliable place to watch something great on the small screen.</span></span></div>
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<span style="color: #333333; letter-spacing: -0.1px; text-align: start;"><span style="font-family: Courier New, Courier, monospace;">Written by: Josh Constine - TechCrunch</span></span></div>
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<span style="color: #333333; letter-spacing: -0.1px; text-align: start;"><span style="font-family: Courier New, Courier, monospace;">Images provided by TechCrunch</span></span></div>
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<span style="color: #333333; letter-spacing: -0.1px; text-align: start;"><span style="font-family: Courier New, Courier, monospace;">& Jakob Owens - Unsplash</span></span></div>
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<span style="color: #333333; letter-spacing: -0.1px; text-align: start;"><a href="https://techcrunch.com/2018/06/20/igtv/"><span style="font-family: Courier New, Courier, monospace;">View Full Article Here</span></a></span></div>
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Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com0tag:blogger.com,1999:blog-3822426113544438244.post-21633305046661593762018-06-19T12:09:00.001-07:002018-06-19T12:09:40.335-07:00Data Science, Machine Learning, & Deep Learning, Simplified!<div id="b053" style="background-color: white; border: 0px; line-height: 1.55; margin-bottom: 20px; padding: 0px; text-align: center; vertical-align: baseline;">
<span style="font-family: Courier New, Courier, monospace;">Over the past few years, the internet has been inundated with thousands of articles proclaiming <a href="https://themarketmogul.com/big-data-ai-machine-learning-choices/" style="border: 0px; box-shadow: rgb(11, 230, 175) 0px -4px 0px inset; color: black; margin: 0px; opacity: 1; padding: 0px; text-decoration-line: none; transition: all 0.25s; vertical-align: baseline;">the new age of data</a> and how it interacts with and drives artificial intelligence (AI). As a result, the three terms data science, machine learning, and deep learning have transitioned almost overnight from buzzwords to standard vocabulary, and have become synonymous with the direction that society is moving in. But how many can really enunciate the differences between those sacred terms?</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Data Science</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">In the olden days, it was called statistics. But now it has morphed and grown, like Thanos’s chin, until it became ‘<a href="https://themarketmogul.com/computer-science-is-coming-for-economics/" style="border: 0px; box-shadow: rgb(11, 230, 175) 0px -4px 0px inset; color: black; margin: 0px; opacity: 1; padding: 0px; text-decoration-line: none; transition: all 0.25s; vertical-align: baseline;">data science</a>’. Today, top-flight universities offer degrees in it and everyone is calling it a career path that will never fail.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The first recorded reference to ‘data science’ was by Peter Nauer, a Danish computer pioneer, at the White Hart Tavern in 1960 when he used it to replace the term ‘computer science’. Actually, the White Hart Tavern part is not true, he was probably in his office talking to a grad student, but it still makes for a good story.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">One of the more modern references to it was by C. F. Jeff Wu in his 1997 lecture at the University of Michigan “Statistics — Data Science?”. In Dr Wu’s universe, data science moved somewhat past traditional statistics, using the trio of data collection, modelling and analysis, and significantly, decision making.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Turing Award winner, Jim Gray, looked at it in 2007 as a ‘fourth paradigm of science’, augmenting the normal scientific methods by including the dimension of ‘data-driven analysis’. But it was not until 2012 when the Harvard Business Review published their article “Data Scientist: The Sexiest Job of the 21st Century” that things really began to take off.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In the end, it is hard to succinctly and completely describe what a data scientist does because it does cross over into the artificial intelligence area but it certainly starts with some hardcore statistical concepts and a really solid knowledge of the programing language Python which has many functions that make statistical analysis easier.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">At the same time, it goes beyond statistics. Instead of just collecting and analyzing data using tried and true statistical methods, the data scientists ask the all-important question: What if?</span></div>
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<span style="font-family: Courier New, Courier, monospace;">What if we looked at the data from a different perspective? What if we extended the modeling that our test data has given us in a number of independent ways? What if we let a machine analyse the data with no rules to guide it? What will it show in terms of relationships?</span></div>
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<span style="font-family: Courier New, Courier, monospace;">In the end, it is the input generated by the data scientists that will feed the two tools they will use to use the data to make decisions; machine learning and deep learning.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Machine Learning</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Wikipedia says it best:</span></div>
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<span style="font-family: Courier New, Courier, monospace;">“Machine Learning is a field of computer science that uses statistical techniques to give computer systems the ability to learn . . . without being explicitly programmed.”</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;"><a href="https://themarketmogul.com/machine-learning-change-future-finance/" style="border: 0px; box-shadow: rgb(11, 230, 175) 0px -4px 0px inset; color: black; margin: 0px; opacity: 1; padding: 0px; text-decoration-line: none; transition: all 0.25s; vertical-align: baseline;">It is that last clause that is key; without being explicitly programmed</a>.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Much of the data intelligence work prior to this required extensive programming to help the computer account for every eventuality. And, of course, those efforts were doomed from the beginning because not every eventuality can ever be considered.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Machine learning is different. In this case, a framework is set up that feeds statistically relevant information into the computer and lets it make decisions, lets it learn, from that data, rather than from programmer instructions. In other words, machine learning lets the computer discover what is probably true and what is probably false on its own based on data provided.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The more data fed in and the higher the quality of that data, the more the machine will learn. And when it is done learning, data can be fed in and decisions are spat out by the machine.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">A relatively simple <a href="https://themarketmogul.com/machine-learning-algorithms/" style="border: 0px; box-shadow: rgb(11, 230, 175) 0px -4px 0px inset; color: black; margin: 0px; opacity: 1; padding: 0px; text-decoration-line: none; transition: all 0.25s; vertical-align: baseline;">example of a machine learning system</a> is the spam filter attached to email inboxes. By looking at the various words that make up the email, and evaluating the probability of a given word or group of words being a danger, it is able to make a decision as to what should be filtered out and what should be left in.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Machine learning is still in elementary school. That is, as with the spam filter, we have all seen cases where legitimate emails are marked as spam and things that should be are not. But most of the time, it is close enough to the target. And as more and more spam filters start using true machine learning, that should improve.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">Deep Learning</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Of all the words encountered in this article, none is more forbidding, more laden with the unknown, more likely to send a terrifying chill down the length of one’s back, than <a href="https://themarketmogul.com/deep-learning-finance/" style="border: 0px; box-shadow: rgb(11, 230, 175) 0px -4px 0px inset; color: black; margin: 0px; opacity: 1; padding: 0px; text-decoration-line: none; transition: all 0.25s; vertical-align: baseline;">deep learning</a>. Is this indeed what will <a href="https://themarketmogul.com/google-deepmind/" style="border: 0px; box-shadow: rgb(11, 230, 175) 0px -4px 0px inset; color: black; margin: 0px; opacity: 1; padding: 0px; text-decoration-line: none; transition: all 0.25s; vertical-align: baseline;">unleash SkyNet on this unsuspecting world</a>? There are some people who would swear it will. But it will not. Or at least not yet. Not for a few years.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Again, Wikipedia nails it by calling deep learning:</span></div>
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<span style="font-family: Courier New, Courier, monospace;">“part of a broader family of machine learning based on learning data representations as opposed to task-specific algorithms.”</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Deep learning is part of machine learning, but it specifically ignores anything that is specific, that is task oriented. It is not used to define a system that will tell one what city in each state is the capital. Or the largest. Or the most fun.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Other names for deep learning are deep neural networks, deep belief networks, and recurrent neural networks. And it has been applied to things as freaky weird as computer vision, speech recognition, natural language processing, audio recognition, social network filtering (something that is way overdue), etc. Broad things for a broad approach.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">As noted above, deep learning is a subset of machine learning, a subset that is focused on two things.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">The first is patterns rather than rules or facts. The machines are taught to look for patterns or even just portions of a pattern.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;"><a href="https://themarketmogul.com/building-self-conscious-muratopian-machina-economicus-beyond-artificial-intelligence/" style="border: 0px; box-shadow: rgb(11, 230, 175) 0px -4px 0px inset; color: black; margin: 0px; opacity: 1; padding: 0px; text-decoration-line: none; transition: all 0.25s; vertical-align: baseline;">The second is mimicking the behaviour of neurons</a>, particularly those in the neocortex of the brain.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">What difference does this make? One of the hallmarks of neurons in the human brain is that none of them works alone. There is not, for example, a neuron that is responsible for recognising a dog versus a cat. Instead many neurons will work together, each one perhaps only responding to one very small part of the patterns the brain has for ‘dog’ and ‘cat’. But working together they are able to reach a consensus on whether it is a dog or cat.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">That is what deep learning is working on. It requires tremendous computing power, plus an in-depth understanding of how the brain works, something that is still being studied and an arena where knowledge is constantly growing and changing.</span></div>
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<span style="font-family: Courier New, Courier, monospace; font-size: small;">In the End</span></h2>
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<span style="font-family: Courier New, Courier, monospace;">Data science is based in statistics but data scientists go beyond just linear regressions. Remember? They are sexy. The new data science goes beyond analysis to prediction, and to look at data in ways that the traditional techniques do not. And the main reason for this is not a breakthrough in the mathematics but the adoption of powerful computers to quickly run analysis that would have been impractical in the past.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Machine learning is about using data to let the computer learn on its own. Sometimes this learning is directed, as when rules are included or other parameters are set which guide how the machine makes its decisions, or undirected when the machine digs into the data and see what it can find. It is all about separating intelligence from programming. In the machine learning world, the data is the teacher, not the coder.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Deep learning is a subset of machine learning. It is based on data, but it uses a particular algorithm type, one that acts similarly to the neurons in a human brain. Will it result in a positronic brain and the three laws of robotics? Hard to say. But it is the future.</span></div>
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<span style="font-family: Courier New, Courier, monospace;">Written by: David Shirey<br /><a href="https://themarketmogul.com/data-science-machine-learning-deep-learning-oh/">View Article Here</a></span></div>
Stephani Nunezhttp://www.blogger.com/profile/00594844787356057171noreply@blogger.com4