Email marketing is an important channel for maintaining a relationship with customers and driving conversions through targeted messages and offers.
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The other day I eavesdropped as a pretty girl faced the teenage boy seated across from her and sang, “Tonight / We are young / So let’s set the world on fire”.
Frustrated by his blank stare, she said, “Don’t you know the song? It’s from that Chevy commercial”.
If that example doesn’t convince you of the power of music and marketing, nothing will.
Sure, marrying the two isn’t easy, but Susan Stone of Tonic Music and Jedd Katrancha of Downtown Music Publishing kindly shared their expertise at Internet Week last Wednesday and offered the following tips on how marketers might best integrate music into their campaigns.
1. It’s okay not to know
In 2008, Santigold (then called Santogold) was a relative unknown, but Bud Light took a chance with her “Creator” for its Bud Light Lime campaign. The gamble netted the company cachet when the musician went on to win Best Breakthrough Artist from NME that year.
“If you wait until something is certified ‘cool’ with the public, you’ve probably missed the opportunity to launch something new and benefit from that because it’s too late,” Stone wrote later in an email.
2. In the age of “like,” be in the business of love
While you can’t predict with certainty which new artists the public will embrace, you want to make sure that your audience has its ears pricked to the music you’ve chosen for the campaign. You or your client won’t always love the song or artist, but it’s more important for your audience to be the one that loves it.
You’ll have a better chance of playing matchmaker between the two if you’ve been listening to your target group and know which artists, songs, or genres have been moving them, be it classic tracks or newest subgenre.
Stone pointed to the recent example of Depeche Mode’s “Enjoy the Silence” featured in Dior Couture’s Secret Garden campaign, which counted 22m views in just two weeks. It’s an oldie from an established band, but it fit the brand and its fans, who used social media to praise the musical choice (55 tweets per day).
Facebook may be the subject of all of the headlines with its public debut looming this Friday, but another major player in the social networking space is reminding the world that it’s still growing too.
Twitter, which has built a company that one day might go public too on the back of 140 character messages, has waived its hands in the air by announcing that it has surpassed 140m users worldwide.
As reported by The Guardian, 10m of those users are in the UK. That’s good enough to make the UK Twitter’s fourth largest audience behind the US, Brazil and Japan, and explains why the company has a 30 person strong office in London.
Although Twitter’s userbase can’t compete with Facebook’s, the service’s impact on society has arguably been nearly as significant, and in some areas, perhaps even more significant. As The Guardian’s Charles Arthur notes, “over the past year [Twitter] has been blamed for inciting riots – a charge that was disproved – and of undermining superinjunctions involving, among others, Ryan Giggs and Jeremy Clarkson.” And, as Arthur points out, Twitter has become a key platform for prominent figures, celebrities and brands to interact with the public. Sigue leyendo
The digital world is complicated and website tags sit at the heart of online businesses and marketing. In fact, effectively managing website tags, or tracking pixels, is fundamental to digital marketing.
The tracking pixel enables communication between vendors and websites and is key to most digital marketing technologies. Site analytics, optimization and personalization all depend on them, and while these technologies provide valuable data and capabilities, they also create complexity and work for the marketing department.
Tag management systems (TMS) were developed to counter a number of challenges, especially those brought about by the reliance on technology department resources. Survey respondents cited the top issues with manual tagging, including:
- Delays in implementation as the tech department is overworked
- Product and site development is slowed
- Tag implementation is often incomplete
- Tags slow down the website
Some of the top findings from the report have been captured in this infographic:
What are the benefits of managed tag implementation? Sigue leyendo
What makes people press the back button, shortly after visiting your website? Why do they bail out so quickly? And what can you do about it?
I’ve been thinking about this and realised that there are many more negative factors than I’d originally anticipated.
Taken at individual level some of these factors might not be enough to make visitors back out, but when combined together they may give off entirely the wrong impression.
It’s not easy to create a beautiful, brilliant user experience, and the reality is that most sites have issues of one kind or another. But keep an eye open for the following – often avoidable – negative factors and try to eliminate them, to create a stickier website for users.
Let’s start with the truly horrific… Sigue leyendo
One question that we often get asked is ‘how can we develop world class digital capability.’ It often comes after companies have tried traditional methods that, when done in isolation, are doomed to failure.
A common tactic tried by many is to hire ‘digital gurus’ to come and magically fix their problems. They are then frequently isolated and over stretched so they often move on after six months due to frustration and a lack of understanding of their role. Or, in todays job market where digital skills are at a premium, they simply get a better package elsewhere.
On the flip side, some companies invest in training for their ‘traditional marketers’ without considering that there are organizational elements of the business that need to change as well. Add to this a market that constantly evolves and the resistance to change most people have and you have a heady concoction of failure.
We have spent the last five years working with clients and developing tools that allow us to measure maturity and competency across the digital landscape. This has given us some unique insight into what does work. Here are my top eight.
1. Understand where you are now Sigue leyendo
It’s been nine months since I wrote the original Ultimate Guide to the Facebook Edgerank Algorithm. I was amazed to see the reaction to the piece.
What is EdgeRank?
QR codes are now a common feature in marketing campaigns, though many people are often sceptical about their value.