Web Nerds https://thewebnerds.net We Get You Found Online! Sun, 17 Nov 2019 06:16:00 +0000 en-US hourly 1 https://wordpress.org/?v=5.3 https://thewebnerds.net/wp-content/uploads/2019/10/cropped-favicon-32x32.jpg Web Nerds https://thewebnerds.net 32 32 WHAT ARE YOU WAITING FOR? Digital marketing that will make a splash! www.TheWeb… | Web Nerds https://thewebnerds.net/2019/11/what-are-you-waiting-for-digital-marketing-that-will-make-a-splash-www-theweb-web-nerds/ https://thewebnerds.net/2019/11/what-are-you-waiting-for-digital-marketing-that-will-make-a-splash-www-theweb-web-nerds/#respond Sun, 17 Nov 2019 06:16:00 +0000 https://thewebnerds.net/2019/11/what-are-you-waiting-for-digital-marketing-that-will-make-a-splash-www-theweb-web-nerds/

WHAT ARE YOU WAITING FOR? Digital marketing that will make a splash! www.TheWeb…: WHAT ARE YOU WAITING FOR? Digital marketing that will make a splash!

www.TheWebNerds.net
#DigitalMarketing #MakeASplash #WebNerds

Source

WHAT ARE YOU WAITING FOR? Digital marketing that will make a splash! www.TheWeb… | Web Nerds

WHAT ARE YOU WAITING FOR? Digital marketing that will make a splash! www.TheWeb… by webnerds | Blog WHAT ARE YOU WAITING FOR? Digital marketing that will make a splash! www.TheWebNerds.net#DigitalMarketing #MakeASplash #WebNerds Source


Source

]]>
https://thewebnerds.net/2019/11/what-are-you-waiting-for-digital-marketing-that-will-make-a-splash-www-theweb-web-nerds/feed/ 0
Thank you to Craig Powers for sharing our posts on Facebook. We love all the pos… https://thewebnerds.net/2019/11/thank-you-to-craig-powers-for-sharing-our-posts-on-facebook-we-love-all-the-pos/ https://thewebnerds.net/2019/11/thank-you-to-craig-powers-for-sharing-our-posts-on-facebook-we-love-all-the-pos/#respond Sat, 16 Nov 2019 21:19:59 +0000 https://thewebnerds.net/2019/11/thank-you-to-craig-powers-for-sharing-our-posts-on-facebook-we-love-all-the-pos/

Thank you to Craig Powers for sharing our posts on Facebook. We love all the positive posts you put on Facebook and enjoy seeing inside your world.

#ShareTheLove #ThankYou #WebNerds
www.TheWebNerds.net






Source

]]>
https://thewebnerds.net/2019/11/thank-you-to-craig-powers-for-sharing-our-posts-on-facebook-we-love-all-the-pos/feed/ 0
WHAT ARE YOU WAITING FOR? Digital marketing that will make a splash! www.TheWeb… https://thewebnerds.net/2019/11/what-are-you-waiting-for-digital-marketing-that-will-make-a-splash-www-theweb/ https://thewebnerds.net/2019/11/what-are-you-waiting-for-digital-marketing-that-will-make-a-splash-www-theweb/#respond Sat, 16 Nov 2019 07:04:53 +0000 https://thewebnerds.net/2019/11/what-are-you-waiting-for-digital-marketing-that-will-make-a-splash-www-theweb/

WHAT ARE YOU WAITING FOR? Digital marketing that will make a splash!

www.TheWebNerds.net
#DigitalMarketing #MakeASplash #WebNerds





Source

]]>
https://thewebnerds.net/2019/11/what-are-you-waiting-for-digital-marketing-that-will-make-a-splash-www-theweb/feed/ 0
Google Search Console’s new Speed Report: What you need to know https://thewebnerds.net/2019/11/google-search-consoles-new-speed-report-what-you-need-to-know/ https://thewebnerds.net/2019/11/google-search-consoles-new-speed-report-what-you-need-to-know/#respond Fri, 15 Nov 2019 23:10:57 +0000 https://thewebnerds.net/2019/11/google-search-consoles-new-speed-report-what-you-need-to-know/

Google has released the new Speed Report in Search Console – what is it, how do you use it, and what’s so great about it anyway?

Following several screenshots teasing the release of the new Speed Report in Search Console, Google has finally released an ‘experimental’ beta version. The report enables users to assess the speed of their site’s URLs quickly and accurately. You can find it beneath the ‘enhancements’ tab:

New GSC Speed Report

The advantages of Search Console’s new Speed Report

Prior to the release of this report, speed testing was a troublesome task. SEOs and site owners have been reliant on third-party tools, masses of PageSpeed Insights tests, or complex Big Query requests to test page speeds. The new Speed Report improves on these tools in a number of ways.

Sign up for Free membership

Ease of use

One of the main perks of Search Console’s Speed Report is that it provides data on all of the URLs in one place. There’s no longer any need to submit multiple requests or run endless PageSpeed Insight tests. Speed Report assesses all of your URLs and gives you a graphical representation of how their loading speeds are changing over time.

Real-time data

Speed Report gets its data from the Chrome User Experience Report, which provides metrics to measure how real-world users are experiencing sites. As a result, the analysis in Speed Report is based on real-time user measurements rather than bot tests.

This kind of data was only available via Big Query requests or PageSpeed Insight tests in the past. As in the example below, it was fairly common for there to be insufficient field data to return results for URLs:

Page speed test results

Testing this same URL in the new Search Console Speed Report, you can see that the data is now reported:

Speed Report data

How to use the report

Now that we’ve looked at the fundamentals and advantages of the new report, it’s time to talk about how to actually use it. When you open the Speed Report, it’ll take you to a dashboard that helpfully breaks down how your URLs are loading on desktop and mobile:

Mobile Speed Report

Desktop Speed Report

The first point for you to note about this dashboard is that there’s no section for tablets. At this stage, we don’t know if tablets have been included in either the mobile or desktop report – it’s possible that this will change as Speed Report develops beyond its experimental phase.

As you’ve probably noticed already, these reports use a traffic light system to show you pages with slow (red), moderate (yellow), or fast (green) load speeds.

Opening up the reports

Clicking on either the mobile or desktop report will open up a new dashboard that looks like this:

Speed Report dashboard

As with the other Search Console interfaces, this graph can be filtered to display the number of slow, moderate, or fast URLs as they change over time. This is pretty useful because it highlights areas for you to focus on. In the above example, we’d want to look into what happened at the beginning of September and ask why so many URLs suddenly became classed as slow at this stage.

Below this interactive graph, you’ll find a ‘details’ section that explains different types of page speed-related issue:

Interactive page speed graph

What are FCP and FID?

In order to understand the ‘details’ section, you’re going to need a little bit of knowledge about different page speed metrics. At this moment in time, Google is only using two metrics in the Search Console Speed Report:

  • First Contentful Paint (FCP) refers to the length of time that it takes to load the first content on a given page. The longer a page’s FCP, the higher the likelihood that they’ll bounce before even taking a look.
  • First Input Delay (FID) refers to the time that elapses between someone clicking on a site element and the browser reacting to it. Long FID times make a page seem laggy and unresponsive, potentially frustrating users.

The classification brackets

Pages are classified as slow, moderate, or fast based on these two metrics. For FCP measurements, the following brackets apply:

  • Pages with an FCP under one second are deemed ‘fast’
  • Pages with an FCP between one and three seconds are deemed ‘moderate’
  • Pages with an FCP above three seconds are deemed ‘slow’.

For FID measurements, much faster times are expected:

  • Pages with an FID under 0.1 seconds are deemed ‘fast’
  • Pages with an FID between 0.1 and 0.3 seconds are deemed ‘moderate’
  • Pages with an FID above 0.3 seconds are deemed ‘slow’.

It’s worth noting that these classification brackets are the same for the desktop and mobile reports. One common criticism of the new Speed Report is that the speed expectations are too harsh, although we know that Google consistently sets high standards.

Analyzing issues

So, you’ve found the page speed-related issues in the mobile and desktop reports under ‘details’. The next stage is to click into individual issues to find out more.

This will open up a graph that shows you how the number of URLs affected by that particular issue has changed over time:

Analysing issues in Speed Report

Below this, you’ll find a further section that helpfully supplies examples of URLs affected by this issue and gives you the current total number of ‘similar URLs’ that are also affected. Here’s an example from the Impression site, highlighting examples of URLs with a moderate FCP.

Example URLs affected by an issue

Clicking on a URL will bring up a selection of these similar URLs. This is one of the drawbacks of the report, in that only a handful of similar URLs will be displayed. You can see this in action in the following screenshot, which shows that just 20 similar URLs are provided despite the fact that there are 575 in total:

Example details

In this case, the similar URLs section is still useful because it highlights the fact that the blog on Impression’s site contains many URLs affected by the moderate FCP issue. It’s also possible that you’ll be able to view more similar URLs in the future.

What next?

Once you’ve identified groups of URLs with slow page speeds, it’s time to do something about them! Although you may have your own process in place for this part, it might be worth taking you through this step by step.

Consulting the PageSpeed Insights tool

For each URL listed in the Search Console Speed Report, you’re given the option to load it up in PageSpeed Insights. When you do this, you’ll probably find that the results are different from the real-time measurements provided by the new report.

The following URL was found to have a moderate FCP of 1.8 seconds in Search Console, yet returns a strongly positive score of 98 with an FCP of 1.5 seconds in PageSpeed Insights:

Consulting the PageSpeed Insights tool

Nevertheless, PageSpeed Insights is still a valuable tool because it provides recommendations for how to increase the speed of pages on your site. For the URL above, the tool suggested that images could be compressed further and offscreen images could be deferred.

Make changes and observe the effects

Okay, so you’ve got a list of fixes that could improve the speed of your pages. At this point, you or your development team should implement them and see if they have any effect.

Before returning to Search Console, you should rerun the PageSpeed Insights test on the affected URLs to see if the fixes have worked. Having confirmed that the affected pages are now loading faster, you can return to the Speed Report to validate your fixes.

To do this, simply return to the report in question and click ‘Validate Fix’:

Validating Fix in GSC Speed Report

This opens a ‘verification window’, during which time all visits to the affected URLs will be monitored by Google. For larger sites, this should take 28 days; if your site gets less traffic, it could take a little longer.

You’ll need to repeat these steps for all of the issues identified by Search Console’s Speed Report.

Summary

This guide should have given you all of the information that you need about the new Speed Report in Search Console, explaining what it is, the advantages, and how to use it. The most important points are summarized below:

  1. Compared to existing tools, the main advantages of the Speed Report are that it provides real-time data with greater accuracy and immediately analyses all of the URLs on a site.
  2. This report isn’t a replacement for tools like PageSpeed Insights – it should be used in tandem with them.
  3. The Speed Report has its limitations. For example, when looking at similar URLs that are affected by the same speed-related issue, only a handful will be displayed.
  4. Given that the report is still in the experimental phase, Google may make changes to it going forward.

 





Source link

]]>
https://thewebnerds.net/2019/11/google-search-consoles-new-speed-report-what-you-need-to-know/feed/ 0
What famous person in history would you love to meet? #FamousPeople #HistoryLov… https://thewebnerds.net/2019/11/what-famous-person-in-history-would-you-love-to-meet-famouspeople-historylov/ https://thewebnerds.net/2019/11/what-famous-person-in-history-would-you-love-to-meet-famouspeople-historylov/#respond Fri, 15 Nov 2019 17:07:13 +0000 https://thewebnerds.net/2019/11/what-famous-person-in-history-would-you-love-to-meet-famouspeople-historylov/

What famous person in history would you love to meet?

#FamousPeople #HistoryLovers #repost #share #webnerds
www.TheWebNerds.net






Source

]]>
https://thewebnerds.net/2019/11/what-famous-person-in-history-would-you-love-to-meet-famouspeople-historylov/feed/ 0
News Roundup 15th November 2019 https://thewebnerds.net/2019/11/news-roundup-15th-november-2019/ https://thewebnerds.net/2019/11/news-roundup-15th-november-2019/#respond Fri, 15 Nov 2019 14:31:46 +0000 https://thewebnerds.net/2019/11/news-roundup-15th-november-2019/

Google adding warning badge to slow sites, Facebook’s new fundraising tools, influencers and big brands lacking credibility, traditional TV ad spend declining and Instagram’s new feature takes on TikTok

Following the addition of a new Speed Report in Google Search Console, Google has announced that it is set to start adding warning badges to sites with slow load speeds as a signal to users. This could ultimately lead to other ‘badges’ rewarding sites that offer good experiences.

Facebook is aiming to make donating and fundraising on its platforms easier ahead of the holiday season by releasing several new tools.

A new report has found that consumers don’t believe that big brands or social media influencers have any credibility and that they support social issues purely for profit.

New data reveals that spend on traditional TV advertising is declining with more people switching to streaming services. However, this could provide some opportunities for marketers.

Finally, Instagram looks set to take on TikTok by copying some of the newer apps functionality. A new feature is being tested within Instagram Stories that could help the platform keep hold of younger users.

Our news roundup has all the details on each of these big stories.


Google slow page warning

Google to add a warning to slow sites

Site speed is set to become more important than ever as Google unveils new plans to add warning indicators to pages with slow load speed. The company announced in a blog that its new plans will see the warning indicators added to Chrome both on search results and load screens if slow loads speeds are detected.

According to Google, the decision is about improving user experience, with the warning aimed at helping users understand that a site may load slowly. The search engine will also be rewarding sites that deliver a fast experience, which means that slow websites could see click-through rates from search decline.

Google said: “Chrome may identify sites that typically load fast or slow for users with clear badging. This may take a number of forms and we plan to experiment with different options, to determine which provides the most value to our users.”

The badging is being designed to show which sites are slow in general, with Google looking at historical load latencies. However, this may be expanded in the future to include badges that identify sites that may be slow for a particular user based on their device and network conditions.

Sign up for Free membership

The first wave of these badges will look at Chrome surfaces, including the loading screen, loading progress bar and the content-menu for links. This should help provide information on site speeds before a user clicks onto that site.

These plans will be rolled out gradually and will based on criteria that is based on Google’s research. In the long-term, Google hopes to define badging for high-quality experiences, which could be based on more than just speed. This means that sites need to look at all aspects of their user journey to ensure they are offering the best experience possible or they could risk being labelled in a negative way.

 


Facebook announces new non-profit tools

Facebook has released a new set of tools for aiding with fundraising and cause awareness in a bid to help non-profits on the platform. Releasing these ahead of the holiday season, Facebook said it is aiming to help it be easier for people to give back at in more impactful ways.

Announcing the news in a blog, Facebook said that as well as matching donations to non-profits on Giving Tuesday, it is also launching new products to “make giving back seamless” on its apps.

Alongside matching up to $7 million in donations to US non-profits, the social media platform is also working on a feature that will allow people to donate their time rather than just money. The feature will help people sign up to volunteer, allowing them to give back to organizations they care about in another way.

Facebook Stories stickers

On top of this, it is launching fundraising stickers in Facebook Stories in order to help people encourage their friends to get involved. This feature will work just like other stickers in Stories, meaning it will be quick and easy to add them in order to promote a specific non-profit or a personal fundraiser. This feature was just used by the Latin GRAMMYs to support the Latin GRAMMY Cultural Foundation.

Facebook Stories fundraiser sticker

Charity live streaming

Another feature being added to the platform is charity live streaming. This feature was tested around a year ago, with Facebook adding it for use by a group of gaming creators in the US. The test led to 25 gaming creators raising over $180,000 for charity.

Facebook is now launching charity live streaming tools for all Gaming Level Up creators and partnered creators in areas where it offers fundraising tools. This means that during a live stream, creators can now choose non-profit causes to promote, set donation goals and include a donation progress bar, allowing people to donate to the organization while watching the stream.

Facebook livestreaming fundraising

Instagram donate buttons

As well as features on Facebook, the company is also adding one to Instagram. Non-profits with business accounts will be able to add a donate button to their profiles, allowing them to raise funds directly from the app. This should make it easier to drive people to donate, as they won’t need to go to a different site to do so.

As well as making it easier to donate, Facebook has announced that 100% of the money raised through donate buttons and fundraisers in Facebook and Instagram will go to the organizations. This means the company isn’t taking a cut of donations given on its platforms.

 


Brands' responsibilities according to consumers

Consumers doubt influencers’ and big brands’ credibility

The majority of consumers in the UK don’t think that Amazon, the BBC, Google or social media influences have any credibility. A new study from Mindshare titled ‘Power to the People’ reveals that 57% of consumers believe that brands only associate themselves with good causes for positive publicity.

On top of this, the report found that 70% of consumers don’t think that brands should be able to get away with virtue-signalling unless they are exhibiting behaviour that backs it. This suggests that although people want brands that stand for something, companies need to ensure that they are coming across as authentic and are backing up any campaigns with action.

Despite most people thinking brands take a stance for their own reasons, 53% said that some wider good can come of it in the end. However, these beliefs are starting to impact buying behaviour.

A third of all consumers said that they had stopped buying from a company with values they didn’t agree with. This trend is more prominent among younger consumers, with 42% of 18 to 34-year-olds saying the same, showing that brands need to start considering their values a lot more.

The study shows that, as far as consumers are concerned, the responsibility for values that do social good is firmly on the shoulders of brand owners. Two of the big areas highlighted that brands should tackle are the environment and promoting health and wellbeing, with 73% and 66% of consumers agreeing, respectively.

When calculating credibility scores by subtracting negative sentiment from positive sentiment, it was only charities that ended up recording final positive scores. This suggests that it is harder than ever for brands that sell products to be seen as having credibility.

Amazon scored -12%, Google -7% and the BBC scored -2%. Magazine and newspaper articles scored a low -18% along with MPs, reflecting the current mistrust among consumers for politicians and the media.

In terms of influencers, 60% of consumers who follow them believe they have no credibility. Instead, the research found that it is other shoppers who consumers trust the most to influence their purchase behaviour, showing the power in social proof and online reviews.

Some 61% said that reviews give them an objective way to judge how good a product is while 50% said they influence buying decisions. A further 35% said they often end up buying products they aren’t familiar with due to good reviews. All of this means that brands could benefit – even if they have a low credibility score – from leveraging customer reviews both on their website and other channels.

Mindshare’s head of research and insights, Julia Ayling, said: “The findings of our Power to the People research indicate that there is a huge opportunity for businesses and brands to play a wider role in society, but their contribution must be credible and add value in a genuine and sustainable way.”

 


Traditional TV ad spend declines as digital video rises

This year will see traditional TV ad spending in the US declined by around 3% following a long-term spending fall. According to eMarketer, TV ad spending peaked in 2018, coming in at $72.40 billion but will not continue to decline as all formats of digital ad spending now account for more than half of overall ad revenue.

In comparison to TV’s fall, digital video formats are seeing more spending, with Connected TV (CTV) due to reach almost $7 billion this year. This is estimated to further increase to $12.5 billion by 2022. According to the latest figures, it is expected that advertisers will spend almost 5% of paid media budgets on CTV advertising.

US connected TV ad spending 2019-2023

As well as TV ad spend declining, US pay-TV providers are also seeing users fall. As more people opt for streaming services over options like cable, pay-TV providers saw a 4% loss in subscribers in 2018, leading to streaming subscribers bypassing cable subscribers for the first time ever.

According to eMarketer, there are 86.5 million pay-TV subscribers in the US, which is expected to fall to 72.7 million by 2023. It also projects that this year will see 22 million US households get rid of cable this year. This coincides with the amount of time people spend watching TV falling, although more people are watching other forms of video.

On the plus side, as ad spending rates and audience numbers continue to decline, TV advertising could end up being cheaper for marketers. This means it could become more affordable for brands to make use of the powerful awareness-building and branding medium.

 


Instagram Reels

Instagram takes on TikTok with new feature

Instagram looks to be taking on TikTok with its latest feature. The social media platform has added ‘Reels’ to its app, replicating a key aspect of TikTok within its Stories offering.

Just as with TikTok, Reels allows users to film short videos and remix them before them posting them to their Stories. The videos can include music and can be edited in a number of ways, such as altering the playback speed and creating scene transitions through ‘ghosting’. The aim seems to be to stop Instagram’s younger users from moving away from the app in favour of TikTok.

At the moment, Reels is only going to be made available to Instagram users in Brazil, but after the initial test, it is highly likely that Instagram will start to roll it out. The feature will be available within Stories Camera, making it easy to use.



Source link

]]>
https://thewebnerds.net/2019/11/news-roundup-15th-november-2019/feed/ 0
Align your digital marketing partnerships to achieve growth objectives | Web Nerds https://thewebnerds.net/2019/11/align-your-digital-marketing-partnerships-to-achieve-growth-objectives-web-nerds/ https://thewebnerds.net/2019/11/align-your-digital-marketing-partnerships-to-achieve-growth-objectives-web-nerds/#respond Fri, 15 Nov 2019 09:37:17 +0000 https://thewebnerds.net/2019/11/align-your-digital-marketing-partnerships-to-achieve-growth-objectives-web-nerds/ Align your digital marketing partnerships to achieve growth objectives: When it’s time for execution, brand marketers and agencies need to be on the same page about what defines success. Here are three ways they can ensure precision control and usage of the right data to accomplish brand goals.

Brands and their agencies often have healthy disagreements about strategy. As a brand marketer, you might not always enjoy debates, but hopefully, you’ve seen that they can make your marketing so much more focused and compelling. That has certainly been my experience.

But when you shift from planning to execution, everyone needs to get on the same page about what success looks like. It seems like a no-brainer, but it’s much harder than you think because there are more people making decisions on your behalf than ever before.

If you mapped your team’s organizational structure, how would it line up next to your digital supply chain? On the agency level, it’s probably parallel. Brand CMOs have their counterparts in agency leadership, brand VPs connect to agency EVPs, brand managers work with senior account executives, and so on. This alignment allows for frequent communication and relationship development.

Channel and partner marketing improvement guide

Partner marketing is a fantastic opportunity, but only if your business is ready for it! Assess your maturity and take the first step to optimizing your channel and partner marketing.

Access the Channel and partner marketing improvement guide

Now think below the agency level. How many additional parties do you work with? There are trade desks, demand-side platforms, and too many publishers to count. All of these partners have their own organizational structures.

A side-by-side organizational chart of this cascade would show that you have six or seven levels in your organization, and your digital supply chain likely has 15 to 20 from agency leadership down to the 20-something employee who’s picking third-party audiences based on price and optimizing your campaigns based on click-through rate. Sorry to be blunt, but this really happens. So with all of these parties involved, how do you ensure everyone is executing against the same strategy? In a review, it’s hard to parse overall results from individual decisions.

Don’t let your data go to waste

In August, Digital Element released the results of a survey of 100 digital marketers. More than half of the marketers questioned said they were concerned with “digital exhaust” — the data trail users leave while browsing the internet. While 30% said they did not know the percentage of data they discarded, 15% said they throw away half of the data.

If they were able to use 25% of that discarded data, 60% of the marketers said it would lead directly to increased sales.

You could argue that it is your digital media agency’s job to manage all of these companies and people to ensure flawless execution. I’d agree. But I’d also say that the agency really needs the brand team’s help in one crucial area: data insights that tell everyone what’s working and what’s not. Armed with these insights, anyone in the org chart can make decisions that benefit your brand.

A lack of high-quality, actionable data prevents agencies and publishers from making the best possible decisions for their clients. Customer data is often kept confidential, so these organizations rely on proxy data to determine what drives intended consumer behaviors. But misleading or incomplete metrics often inform this data and using it to make in-flight optimization decisions can be the difference between driving incremental sales and spinning your wheels.

3 steps to achieve brand goals

There’s no need for your digital supply chain partners to depend on vanity metrics or proxies for your performance. Instead, here are three suggestions to ensure precision control and usage of the right data to accomplish brand goals.

1. Recognize that bringing programmatic in-house is not a cure-all

Although only 20% of brands have pulled programmatic in-house — Nordstrom and Dick’s Sporting Goods among them — it certainly is a popular point of discussion in the marketing trade press. The opportunity to save money is one of the attractions. Gartner suggests that brands can eliminate 15% to 30% of fees paid out to agencies and key players.

But bringing buying in-house does not solve the misalignment challenges. You will still likely need to use six to 10 demand-side platforms to achieve a broad reach of your campaigns among your target customers. With each DSP comes its own methodology for measurement and optimization. Big publishers will have their own as well.

2. Make sure the optimization metrics used by your digital partners align with your own objectives

An increasing amount of data is now available in near-real time, so publishers, DSPs and agencies no longer need to settle for click-through rates. If you optimize for clicks, you will get more of them, but they won’t necessarily translate into sales. As just one of many reasons, recall that ad fraud was estimated to cost advertisers $19 billion in 2018.

Start instead with your ultimate objective — sales — and work backward. Can you quickly aggregate and share the sales impact of your advertising so it can be used in optimization? Does your agency have a method or partner that can enable that? Not all agencies and partners are created equal here. If you are a small to mid-sized business, you might be forced to rely on a proxy for sales, such as clicks or location data, but keep in mind that every sales proxy has drawbacks.

3. Look at the real data that’s been used in optimization

Many agencies and publishers do not have access to their clients’ sales data for security, privacy, and competitive reasons, so they are forced to use a proxy to determine what media are driving the intended consumer response. They use probabilistic data points such as impressions, views, clicks, likes, and foot traffic, but those indicators can be misleading.

The devil is in the details. Are the sample sizes big enough to measure statistical differences? Is the data sourced from first, second, or third parties? Do the results capture the omnichannel nature of your business? This is just a starter list when reviewing data, so dive deep.

Remember that you indirectly pay for all the people in your digital supply chain. If they are well-intentioned but misinformed, you could be paying for activity that has no impact or even a negative impact on your revenue.

Aligning organizational charts, auditing data usage, and overseeing statistics are probably not among the top reasons you got into marketing, but you can be sure that if you don’t manage them, no one else will. Don’t let executional details keep you from achieving your objectives. Nick Mangiapane is chief marketing officer of Commerce Signals, a data insights platform that helps marketers make better decisions in near-real time. Nick is a pragmatic consumer marketer with leadership experience from Procter & Gamble, Newell Rubbermaid, and Ingersoll Rand in addition to Commerce Signals.

Source link

Align your digital marketing partnerships to achieve growth objectives | Web Nerds

Align your digital marketing partnerships to achieve growth objectives by webnerds | Social Media Marketing When it’s time for execution, brand marketers and agencies need to be on the same page about what defines success. Here are three ways they can ensure precision control and usage of the righ…


Source

]]>
https://thewebnerds.net/2019/11/align-your-digital-marketing-partnerships-to-achieve-growth-objectives-web-nerds/feed/ 0
The key components of an effective contact strategy https://thewebnerds.net/2019/11/the-key-components-of-an-effective-contact-strategy/ https://thewebnerds.net/2019/11/the-key-components-of-an-effective-contact-strategy/#respond Fri, 15 Nov 2019 08:27:32 +0000 https://thewebnerds.net/2019/11/the-key-components-of-an-effective-contact-strategy/

Five steps to creating a 1-2-1 marketing plan that will generate results

Customers sit at the heart of every business. Whether you’re a sole trader or a large corporation, the way in which you interact with your customers helps define who you are as a brand. It’s therefore important to determine how you interact with customers and outline the type of messages to communicate at different stages of the customer journey.

Some businesses are more focused on marketing to existing customers than others. Companies within the FMCG sector, for example, will be more interested in reaching all buyers within a particular category via mass marketing. As a result, Coca-Cola, P&G, and Unilever will have a smaller database of ‘loyal’ customers to reach out to businesses within the banking or telecommunications sectors where customer relationship management (CRM) plays a much more prominent role within the marketing mix.

Sign up for Free membership

Businesses that see the value in customer relationship management must have a clear plan as to how they will communicate with customers and how this will ultimately link to the broader business goals. A contact plan or contact strategy sets out the parameters for how you will contact and communicate with customers in order to build an effective on-going relationship.

What do we mean by ‘contact’?

In this context, ‘contact’ can be defined as any existing customer or prospect for whom you hold information and have the express permission to contact via different channels. These channels could include telephone, email, mail or social media.

The introduction of GDPR in 2018 means that there are now much stricter rules for how businesses obtain marketing consent. Individuals must have the right to withdraw consent at any time and there is a presumption that consent will not be valid unless separate consents are obtained for different processing activities. This means that all businesses must obtain contact information correctly and be able to prove that consent was given in a case where an individual objects to receiving the communication.

With these rules in mind, contact information can be obtained in different ways:

  • Lead generation
  • Recording details at the point of sale
  • Promotional events
  • Opt-in forms on your website

Smart Insights pop-up

Once this information has been gathered, it should then be documented, ideally within a CRM system so that it can be organized to shape future communications.

Some of the main benefits of obtaining customer contact information include:

  • Better quality data
  • Greater relevance of content
  • Personalized communications
  • Reduced business risk
  • Better quality customer insight

The importance of creating a contact strategy

Building a list or database of customer information is all very well, but it will mean nothing unless you have a clear plan for how this will be used. A contact strategy will enable you to optimize the customer experience for different customer segments and give you the ability to deliver the right message at the right time, across a range of different channels.

Here are five key components of an effective contact strategy:

1. Know your customer

One of the major advantages of a contact strategy is the opportunity to reach existing customers with relevant, timely communications. But in order to do so, you need to have a good understanding of who they are.

You can organize your customer contact data in different ways:

  • Segment – split by demographic, value or behaviour.
  • Lifestage – based on the length of relationship with different customers.
  • Persona – different customer types based on needs and motivations.

Buyer persona example

2. Outline your objectives

It’s important to establish your objectives from the outset so that you can plan, execute and measure the performance of your contact strategy. There are three different types of objectives to consider:

1. Business objectives, e.g.:

    • Increase profit growth by x%
    • Increase market share by y%

2. Marketing objectives, e.g.:

    • Increase sales by x%
    • Increase brand recognition by y%;

3. Communication objectives, e.g.:

    • Increase frequency of consumption by x%
    • Increase household penetration by y%
    • Increase association with platform/ moment

If you have an objective to increase cross-sales, a contact strategy can play a key role in identifying customers who are likely to have a high propensity to take out a complementary product, e.g. promoting a savings product to a customer that holds a mortgage.

However, if there is instead a larger focus on increasing brand recognition, the contact strategy may play a less significant role, as broadcast activity (such as TV, print, and out-of-home) will drive greater brand recognition.

3. Review the customer journey

Although a customer journey is rarely linear, it’s still important to map out the journey from your business’s perspective and the different elements that will impact the customer at each stage.

Customer journey example

This exercise will enable you to:

  • Understand how the customer sees themselves at each stage, e.g. our definition of ‘active’ and ‘non-active’ may not align with customers’ perceptions of their relationship with your business.
  • Identify key communication and content needs at different stages of the journey.
  • Align contact with different customer types (personas), segments and life stages.

4. Set out your guiding principles and rules for contact

It’s important to be clear about how and when to use different communication channels and the reasons why. The goal should be about building depth in your relationships with customers and therefore contact rules help strike a balance as to when and how often you contact customers.

The CRM company Conduit suggests that effective contact rules have five features:

  1. Segments – Build rules around customer segments to ensure different needs, barriers and relationships of customers are reflected in your contact strategy.
  2. Offers – Test different offers by setting contact rules for each:
    • Who is eligible?
    • Are some offers more important than others?
  3. Location – Vary contact by location (markets and regions) and online/offline.
  4. Communication Channels – Set rules for the channels that you are going to use and when.
  5. Frequency – The frequency of outbound communications is key. Build the contact strategy around campaigns and events and identify data-driven triggers to deliver personalized experiences.

5. Define your measurement principles

In reference to your business, marketing, and communications objectives, be clear as to how you intend to measure the performance and results of your contact strategy. Set up a measurement framework and outline the key metrics you will track.

Some common metrics to measure include:

  • Customer retention
  • Visits and orders per customer
  • Sales
  • Cross-sales
  • Referrals
  • Response rate
  • Customer lifetime value

Conclusion

The opportunity to identify, track and market to existing customers is one of the core tenets of any marketing strategy. Whilst some brands will be more focused on existing customers than others, for most, it’s essential to have a clear understanding of who your key customers are and how best to communicate with them.

An effective contact strategy will set out the parameters for how you will contact and communicate with customers in order to build an effective on-going relationship. Every contact strategy will be different but there are some key traits and components to include.

At the very least, it’s important to understand how your contact strategy aligns with your broader business and marketing objectives and how you will measure performance. But of course the customer is king, so a detailed understanding of who they are and their typical customer journey will enable you to set the principles and rules for how, when and how to contact them.



Source link

]]>
https://thewebnerds.net/2019/11/the-key-components-of-an-effective-contact-strategy/feed/ 0
Align your digital marketing partnerships to achieve growth objectives https://thewebnerds.net/2019/11/align-your-digital-marketing-partnerships-to-achieve-growth-objectives/ https://thewebnerds.net/2019/11/align-your-digital-marketing-partnerships-to-achieve-growth-objectives/#respond Fri, 15 Nov 2019 01:39:01 +0000 https://thewebnerds.net/2019/11/align-your-digital-marketing-partnerships-to-achieve-growth-objectives/

When it’s time for execution, brand marketers and agencies need to be on the same page about what defines success. Here are three ways they can ensure precision control and usage of the right data to accomplish brand goals. 

Brands and their agencies often have healthy disagreements about strategy. As a brand marketer, you might not always enjoy debates, but hopefully, you’ve seen that they can make your marketing so much more focused and compelling. That has certainly been my experience.

But when you shift from planning to execution, everyone needs to get on the same page about what success looks like. It seems like a no-brainer, but it’s much harder than you think because there are more people making decisions on your behalf than ever before. 

If you mapped your team’s organizational structure, how would it line up next to your digital supply chain? On the agency level, it’s probably parallel. Brand CMOs have their counterparts in agency leadership, brand VPs connect to agency EVPs, brand managers work with senior account executives, and so on. This alignment allows for frequent communication and relationship development.

Now think below the agency level. How many additional parties do you work with? There are trade desks, demand-side platforms, and too many publishers to count. All of these partners have their own organizational structures. 

Align-Your-Digital-Marketing-Partnerships-Header

Sign up for Free membership

A side-by-side organizational chart of this cascade would show that you have six or seven levels in your organization, and your digital supply chain likely has 15 to 20 from agency leadership down to the 20-something employee who’s picking third-party audiences based on price and optimizing your campaigns based on click-through rate. Sorry to be blunt, but this really happens. So with all of these parties involved, how do you ensure everyone is executing against the same strategy? In a review, it’s hard to parse overall results from individual decisions. 

Don’t let your data go to waste 

In August, Digital Element released the results of a survey of 100 digital marketers. More than half of the marketers questioned said they were concerned with “digital exhaust” — the data trail users leave while browsing the internet. While 30% said they did not know the percentage of data they discarded, 15% said they throw away half of the data. 

If they were able to use 25% of that discarded data, 60% of the marketers said it would lead directly to increased sales. 

You could argue that it is your digital media agency’s job to manage all of these companies and people to ensure flawless execution. I’d agree. But I’d also say that the agency really needs the brand team’s help in one crucial area: data insights that tell everyone what’s working and what’s not. Armed with these insights, anyone in the org chart can make decisions that benefit your brand. 

A lack of high-quality, actionable data prevents agencies and publishers from making the best possible decisions for their clients. Customer data is often kept confidential, so these organizations rely on proxy data to determine what drives intended consumer behaviors. But misleading or incomplete metrics often inform this data and using it to make in-flight optimization decisions can be the difference between driving incremental sales and spinning your wheels. 

3 steps to achieve brand goals

There’s no need for your digital supply chain partners to depend on vanity metrics or proxies for your performance. Instead, here are three suggestions to ensure precision control and usage of the right data to accomplish brand goals.

https://www.smartinsights.com/

1. Recognize that bringing programmatic in-house is not a cure-all

Although only 20% of brands have pulled programmatic in-house — Nordstrom and Dick’s Sporting Goods among them — it certainly is a popular point of discussion in the marketing trade press. The opportunity to save money is one of the attractions. Gartner suggests that brands can eliminate 15% to 30% of fees paid out to agencies and key players. 

But bringing buying in-house does not solve the misalignment challenges. You will still likely need to use six to 10 demand-side platforms to achieve a broad reach of your campaigns among your target customers. With each DSP comes its own methodology for measurement and optimization. Big publishers will have their own as well. 

2. Make sure the optimization metrics used by your digital partners align with your own objectives

An increasing amount of data is now available in near-real time, so publishers, DSPs and agencies no longer need to settle for click-through rates. If you optimize for clicks, you will get more of them, but they won’t necessarily translate into sales. As just one of many reasons, recall that ad fraud was estimated to cost advertisers $19 billion in 2018. 

Start instead with your ultimate objective — sales — and work backward. Can you quickly aggregate and share the sales impact of your advertising so it can be used in optimization? Does your agency have a method or partner that can enable that? Not all agencies and partners are created equal here. If you are a small to mid-sized business, you might be forced to rely on a proxy for sales, such as clicks or location data, but keep in mind that every sales proxy has drawbacks. 

3. Look at the real data that’s been used in optimization

Many agencies and publishers do not have access to their clients’ sales data for security, privacy, and competitive reasons, so they are forced to use a proxy to determine what media are driving the intended consumer response. They use probabilistic data points such as impressions, views, clicks, likes, and foot traffic, but those indicators can be misleading. 

The devil is in the details. Are the sample sizes big enough to measure statistical differences? Is the data sourced from first, second, or third parties? Do the results capture the omnichannel nature of your business? This is just a starter list when reviewing data, so dive deep. 

Remember that you indirectly pay for all the people in your digital supply chain. If they are well-intentioned but misinformed, you could be paying for activity that has no impact or even a negative impact on your revenue.

Aligning organizational charts, auditing data usage, and overseeing statistics are probably not among the top reasons you got into marketing, but you can be sure that if you don’t manage them, no one else will. Don’t let executional details keep you from achieving your objectives.



Source link

]]>
https://thewebnerds.net/2019/11/align-your-digital-marketing-partnerships-to-achieve-growth-objectives/feed/ 0
Don’t let someone who gave up on their dreams talk you out of yours. – Zig Zig… https://thewebnerds.net/2019/11/dont-let-someone-who-gave-up-on-their-dreams-talk-you-out-of-yours-zig-zig/ https://thewebnerds.net/2019/11/dont-let-someone-who-gave-up-on-their-dreams-talk-you-out-of-yours-zig-zig/#respond Thu, 14 Nov 2019 19:14:56 +0000 https://thewebnerds.net/2019/11/dont-let-someone-who-gave-up-on-their-dreams-talk-you-out-of-yours-zig-zig/

Don’t let someone who gave up on their dreams talk you out of yours.

– Zig Ziglar

#ZigZiglar #Dream #WebNerds






Source

]]>
https://thewebnerds.net/2019/11/dont-let-someone-who-gave-up-on-their-dreams-talk-you-out-of-yours-zig-zig/feed/ 0