Usability vs. Design
Jack Aaronson | ROI Marketing |       |  | While the conflict between usability and design has long been fought and discussed, every now and again a healthy reminder is necessary to keep the balance in check. Simply put, designers typically want to make things look pretty. Usability experts want to make things intuitive and easy to understand. Somewhere in the middle exists the right formula for designing websites, applications, and advertisements. All too often, however, designers (especially young designers proving their... |
Conversion Optimization Prioritization
Jim Sterne | Verifying Business Value | |  | Can we increase click-throughs? Yes. Can we increase product comparisons? Yes. Can we increase sales? Yes. Can we increase customer satisfaction? Yes. Which should we do first? Excellent question. How do you prioritize optimization? It hardly seems worthwhile to engage in, say, an A/B split test if you can only realize a half a percent improvement in conversion. But if you are Walmart with projected online sales this year of $9 billion, that would make your measly... |
Twitter Strings Datalogix to Offline Sales
Matt Kapko | Analyzing Customer Data | |  | Twitter is trying to map the path from tweets to offline purchases. By measuring the impact of social engagement on in-store sales, the social network is encouraging major brands like Mondelez International to further engage with promoted and organic tweets for what it calls “offline sales lift.” To help connect the dots between tweets and in-store purchases, Twitter turned to Datalogix, a data-matching firm that’s been making similar connections for Facebook and its advertisers... |
The Basics of CRO and Nurturing Your Leads
Aubrey Beck | Conversion & ROI | |  | As marketers, we spend a great deal of time and effort trying to get people to visit our website. It only makes sense that once we attract these visitors we would have also taken the time to devise the best ways to keep them on-site and offer content that is relevant to what they're seeking in an effort to get them to convert. Here are five basic steps to CRO with a bonus sixth step revolving around the new Google Analytics Content Experiments API. What Is CRO? Conversion rate... |
Whose Neck Should You Choke When Digital Campaigns Underperform?
Charlie Wang | ROI Marketing | |  | In today's complex digital ecosystem, brand marketers are often working with a plethora of agencies. But when campaigns underperform, the different agencies are often quick to point the finger. Leaving the brand marketer unclear as to who is actually responsible for optimizing certain metrics. (i.e., necks to choke) Coming from a media agency, we're usually the "numbers people" compared to our creative and PR counterparts. Hence, the majority of the digital metrics fall directly... |
Pinning Your Brand: 6 Tips for Choosing Pinterest Board Names
Pinterest is a great place for brands to explore how their products might be used in people's lifestyles, or how their ethos can be summed up in images.
Ekaterina Walter | Social Media Smarts | Print version Search Observations From the South of France
New adopters of paid search will be able to use highly template-driven, SEO-friendly content management systems and set up social media presences, integrated with websites, at costs that are lower than ever.
Kevin Lee | Paid Search | Print version 1 Instagram Follower Is Worth 10 Twitter Followers
The ultimate drive for social success should be built on the ability to publish content that connects your brands to the heart of your customer, in a personal and relevant way.
Jeanniey Mullen | Publishing | Print version 21 Email Metrics You Should Start Measuring Today!
Setting up a framework for measurement will allow you have a holistic view of the performance of your campaign while remaining focused on your objectives.
Noran El-Shinnawy | Email Marketing | Print version Should Marketers Reserve Brands in Category-Related TLDs?
With new generic top-level domains set to launch this fall, will there be a land rush and grab for domains like there was in the 1990s or should we take a wait-and-see-approach?
Jennifer Wolfe | Data-Driven Marketing | Print version For SEO, Read Content Marketing
Great SEO does not come from manufactured link-building strategies and code-based techniques but rather through publishing great content that people want to engage with.
Jon Wade | SEO | Print version Oklahoma Uses YouTube TrueView Ads to Boost Tourism for a Song
Oklahoma's Tourism and Recreation Department, using only 20 percent of its marketing budget on YouTube TrueView ads, increased website visits by 486 percent year over year. TrueView ads accounted for 44 percent of all their site traffic.
Greg Jarboe | Video | Print version 5 Million Porsche Fans Design Facebook Car
Fans voted on features like interior and exterior color to celebrate the brand's Facebook milestone.
Lisa Lacy | Strategies | Print version How Much Is Facebook's News Feed Worth to Advertisers?
As Facebook continues to experiment with its news feed, media buyers and brands should actively monitor user comments made to their ads, and react accordingly.
Tessa Wegert | Media Buying | Print version Invite Social Media Influencers to Your Brand's Home
If a brand is serious about actively engaging with its core audience, then social media influencers need to be embraced as part of its holistic marketing strategy.
Russ Fradin | Social Media | Print version |
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