Jack Link's Beefs Up Media Buys; Awareness Jumps https://ift.tt/2Zp4AiX
The Challenge Snacks like chips are in 90% of U.S. households. But snacks like beef jerky are in only half of them. Jack Link's needed to get the other half to see the brand as a relevant snack low in sugar and calories and high in protein. And ... Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 28, 2019 at 02:30PM
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Sparkcentral Partners With Freshworks On Customer Service https://ift.tt/2HvCozU Sparkcentral, provider of a digital customer service platform, is partnering with Freshworks Inc. to streamline the customer support process. The arrangement is designed make customers of both firms “more efficient and effective on the new digital customer service channels,” states Abhay Prasad, VP product management at Sparkcentral. Sparkcentral will offer its tools on the Freshworks Marketplace for Freshdesk. Freshdesk is an omnichannel customer support software that facilitates conversations in email, social media, phone and chat. Sparkcentral's digital customer service platform supports messaging on WhatsApp or SMS/iMessage, social media, web and mobile chat and feeds them into one universal queue for agents, using an asynchronous agent workflow.
advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 28, 2019 at 01:33PM Worldwide Opens And Clicks: Newsletters Do Well, Triggered Emails Even Better https://ift.tt/30GUNkV Want to write an email subject line that works? Offer content. The three most effective subject-line words are newsletter (31.43%), PDF (30.31%) and ebook (27.84%), according to a study released on Wednesday by GetResponse. That doesn’t mean newsletters produce the best open and click-through rates — that distinction belongs to automated emails. Triggered emails generate an open rate of 44.05%, a click-through rate of 10.39% and a click-to-open rate of 23.59%. In contrast, newsletters produce an average open rate of 20.48%, a click-through rate of 2.84% and a click-to-open rate of 13.86%. And less is more when it comes to newsletters. Those sent weekly have the highest engagement levels — a 33.4% open rate, a 4.65% click-through rate and a 13.91% click-to-open rate. GetResponse analyzed over 4 billion email marketing campaigns from 126 countries and 19 industries. Each email marketer included had at least 1,000 contacts. advertisement advertisement It found that Auto-responder emails — i.e., those send to new subscribers — also beat newsletters. They generate a 29.77% open rate, a 5.92% click-through rate and a 19.90% click-to-open rate. Those with links to content or offers do even better: they pull an 88.7% open rate. RSO emails — those that link to blogs — achieve a 26.78% open rate, a 6.67% click-through rate and a 24.99% click-to-open rate. It found, among other things, that response varies widely by continent. Europe, despite all the alarms about GDPR, scores a 25.84% open rate, a 4.35% click-through rate and a 16.22% click-to-open rate. North America has an average open rate of 19%, a click-through rate of 2.98% and a click-to-open rate of 15.71%. Asia and Africa have lower metrics, but South America and Oceana, while they have higher open rates, do not perform well with the other numbers. The overall difference in open rates between Europe and North America is 7.84 percentage points and 1.37% for click-through rates, the study notes. “This may not seem like much at first, but given the fact that the average click-through rate (CTR) in North America is 2.98%, the difference of 1.37 percentage points accounts for +46% more clicks (if we ignore the sample size difference) for the campaigns sent by European marketers. Among countries, the United States does well enough, with an 18.39% open, a 2.78% click-through rate and a 15.11% open rate. But it is outpaced by several countries, including, for example:
Of course, the metrics do not cover back-end conversions and ROI. In these areas, we suspect, the U.S. has an advantage. The UK is closer to the U.S. in the engagement numbers — it has a 18.39% open rate, a 2.66% click-through rate and a 14.45% click-through-rate. Has GDPR affected things? That’s not clear. Markets like Germany, France, and the Netherlands “still dominate the top of our table,” the study notes. And while France “saw a loss of 1 percentage point in CTR, Germany observed an over 1.7 percentage point increase around the same time.” The report continues: “Countries that were primarily unaffected by GDPR, e.g., Brazil, the US, and Canada, saw their average open rates and click-through rates drop (continuing the decline from last year.) This may be attributable to consumers becoming more aware of their rights, or it may be because marketers “are shifting their focus to the channels that aren’t owned by anyone – like email,” the study notes. Among industries, the communications field seems to excel, pulling a 28.80% open rate, a 6.38% click-through rate and a 22.15% open rate. Publishing, probably the source of many newsletters, enjoys a 29.64% open rate, a 6.46% click-through rate and a 21.78% click-to-open rate. And subject-line length? Some are from 90 to 140 characters. But some at 85 are even shorter, which makes them readable on mobile. Here’s one more finding to keep in mind: 19% of all emails are opened within the first hour. The conclusion from all this? “Email continues to be the foundation of an integrated marketing campaign because it provides a low cost, high ROI channel to engage subscribers that are already primed to hear from you,” states Aleksandra Korczynska, marketing director, GetResponse. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 28, 2019 at 01:10PM IMDb TV Bows Mobile Apps, Sweetens Deals To Attract Exclusive Content https://ift.tt/2Udp0FN Amazon continues to enhance its IMDb TV offering in a push to outgrow competitive ad-supported streaming services including The Roku Channel and Viacom’s Pluto TV. This week, Amazon expanded IMDb TV’s distribution by launching mobile apps for Android and iOS. The on-demand streaming service is also accessible through the Amazon Prime Video app, browsers on PCs, and (through the IMDb TV channel) Amazon Fire TV devices. Amazon is now also aggressively seeking licensing-based exclusive content deals, according to The Wall Street Journal. Amazon previously focused on offering ad revenue-sharing arrangements to secure content, but is now offering to pay upfront licensing fees — which are attractive to producers because they guarantee fixed payments — and hybrid fee-based and revenue-sharing deals, WSJ’s sources report. advertisement advertisement Further, Amazon is exploring creating linear, “always-on” channels within IMDb TV that “could be focused on genres such as crime and lifestyle, or dedicated to specific outside media outlets,” said the sources. Amazon is talking with studios, TV programmers and other content producers “about stocking channels with content or supplying entire channels of their own.” Roku and Pluto TV already offer these kinds of channels. IMDb TV’s first original, scripted, short-form series, “You’re Not a Monster,” is set to debut this fall. IMDb TV, called IMDb Freedive when it launched as a free app in January, is part of Amazon’s advertising division rather than the Prime Video division, according to the sources. Amazon hasn’t revealed IMDb TV’s viewership, but claimed in June that it’s one of the top ad-supported apps on Fire TV, which now has more than 34 million users worldwide. Also in June, Amazon declared that was tripling its content offerings — including adding box-office hits like “La La Land” —through new deals with studios including Warner Bros., Sony Pictures Entertainment and MGM Studios. In addition, Amazon announced that it will expand IMDb TV’s reach beyond the U.S., to Europe, later this year, although it has yet to offer any specifics. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 28, 2019 at 08:11AM
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PSFK Exclusive: Inside ‘The Ritual,’ The New, Education-Focused Digital Wellness Hub From True Botanicals https://ift.tt/2PiQjj0 True Botanicals' new editorial platform is designed to deeply educate consumers about everyday healthy living, taking the conversation about clean beauty a step further with shoppable, digitally-native content and acting as an authority in the spaceGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ August 28, 2019 at 08:02AM
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PSFK Report Launch: Tokyo Retail Guide 2019 https://ift.tt/2NBJcjp PSFK is proud to present the Tokyo Retail Guide 2019, a comprehensive look at the best-in-class activations in the city, including retail, restaurants and hospitalityGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ August 28, 2019 at 06:37AM
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Wow Your Crowd: The Recipe for Creating Exceptional Content Experiences https://ift.tt/2PiJPAH Have you been to a stadium concert lately? The big ones touring the country tend to pull out all the stops. It’s not just a singer on stage — they are usually supported by a giant jumbotron as backdrop providing flashy visuals, along with fog machines, laser lights, platforms rising out of the ground, special guest cameos… the works. Why is this? Because the bar has been raised. When fans plunk down the big bucks for tickets to see Drake or Carrie Underwood or The Rolling Stones, they expect more than seeing their favorite artists performing on stage. They expect an unforgettable experience that stirs all the senses. via GIPHY In content marketing, we see a continuing shift toward delivering full-on experiences. This emerging focus is evident in the steady growth of the term “content experience” in Google Trends over the past 10 years, and is now reaching a fever pitch as technology enables unprecedented sparkle and scintillation, while the shortening attention spans of our audience demand it. The theme for this year’s Content Marketing World extravaganza, as well as our interactive preview and the series of blog posts wrapping up today, all lead back to this crucial edict: elevating experiences and wowing the crowd. The good news is that there are endless ways to creatively approach this initiative, and today we’ll draw inspiration from CMWorld speakers who will be taking the stage next week in Cleveland to offer up some memorable experiences of their own. 3 Expert Tips on Stepping Up the Content Experience#1 - Create Serial ContentIt’s tempting to think about high-caliber content experiences in terms of pageantry and spectacle, but there are many simpler elements at play. Your audience wants content that it can contextualize, compartmentalize, and reliably look forward to. There’s a reason that almost every big Hollywood release these days is a spin-off, sequel, or reboot — viewers thrive on familiarity. For this reason, Jay Baer of Convince and Convert says serial content, steeped in quality and consistency, is a must. “This aids in recognition and findability and taps into the truism that multiple exposures are often needed to drive behavior,” Jay explains. And he says another key is making this serial content as easy as possible for your audience to get to. [bctt tweet="Ask yourself how your information and insights can be accessed with a minimum amount of effort or hassle for the consumer. - @jaybaer on minimizing content friction #CMWorld " username="toprank"] There are any number of ways to serialize your content. Maybe it’s breaking a big idea up into a series of blog posts, dissecting various components. Maybe it’s a run of videos mirroring the format of a TV season. And of course, podcasts are gaining fast popularity as an inherently serial form of content. At TopRank Marketing, we’re all about serial content. You can reliably find our Digital Marketing News roundups (both blog and video) every Friday. Recently we’ve been running a Trust Factors series, examining the vital topic of trust in marketing from various angles. And in fact, you’re reading the final installment of a four-part series right now! Check out the previous “Wow Your Crowd” entries below:
#2 - Use Tools and Technology ThoughtfullyThere are so many eye-catching technologies out there offering new ways to package and deliver content. But don’t be blinded by bells and whistles. Add-ons like interactivity only make sense if they actually serve a meaningful purpose. “The key for brands is to not just pursue these programs for the sake of doing it, or to ‘be cool,’ but to have a clear purpose and value-add,” says SAP’s Amisha Gandhi. For example, when scrolling through the Greatest Content Marketing Show on Earth experience created by TopRank Marketing and Content Marketing Institute, you’ll be able to play games like shoot-the-duck and bop-the-clown. But these interactive gamification elements weren’t just thrown in for the heck of it; they’re meant to play up the midway/carnival vibes of the asset (and this year’s CMWorld conference). [bctt tweet="A memorable experience goes a long way. - @AmishaGandhi on raising the bar for content experiences #CMWorld" username="toprank"]#3 - Measure and OptimizeThe trouble with all this talk about content experiences is that they can feel difficult to quantify and report on. I mean, how do you measure audience delight? What is the ROI of someone grinning with glee while bopping clowns on their browser? To some degree, the benefits of a great experience are intangible, at least in the short-term. But we can still measure the impact by connecting consumption metrics with bottom-line results. “I think of content marketing metrics in two dimensions: Business outcomes (how content is contributing to the business) and engagement metrics (a proxy for how much the target audience likes the content),” says Chris White of Capital One. He breaks them down like this: Engagement Metrics:
Experience Is Your Content DifferentiatorTurn content experience into your competitive advantage. Create things that amaze your audience and leave them yearning for more. Utilize new trends and tech when appropriate to elevate your content. And, at all times, validate your efforts by measuring the right things and letting your customers dictate your direction. Is it silly to think about content marketing on the same terms as stadium concerts? I’d say it’s silly not to. We’re counting down the days until the grand experience unfolds at Content Marketing World 2019 on Sept. 3, 2019 in Cleveland. Before then, you can find plenty more guidance on taking your programs to the next level in our interactive experience, The Greatest Content Marketing Show on Earth.The post Wow Your Crowd: The Recipe for Creating Exceptional Content Experiences appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh August 28, 2019 at 05:30AM State Farm Plans Amazon Alexa Skill For Seniors https://ift.tt/2ZjZAw7 State Farm is developing a new Amazon Alexa skill aimed at connecting seniors with friends and family to help coordinate care virtually. The skill is being optimized for Amazon’s Echo Show, allowing seniors to use a voice and touch interface. “We’re able to provide a new, innovative offering that could improve the quality of life and care for seniors and help give their family members added peace of mind,” stated Mark Oakley, senior vice president of labs at State Farm. Planned features include quick check-ins via the Alexa skill, a scrolling list of daily activities, tools in the mobile app to coordinate key tasks across the care circle and music and photos sent from the app to the senior’s Echo Show. A limited trial of the skill is being conducted with plans for a broader launch next year. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2019 at 03:56PM Airship Acquires Apptimize, A Multichannel Testing Platform https://ift.tt/2ZuGZfW Airship, a company that facilitates customer engagement via email and other channels, has acquired Apptimize, a provider of testing services for mobile and other channels. Terms were not disclosed. The merger combines Airship’s customer engagement tools with the mobile app and web testing provided by Apptimize, allowing users to create the “end-to-end experiences customers really want,” states Brett Caine, CEO and president, Airship. Apptimize allows users to test user experiences in mobile apps, websites and OTT. Among the elements that can be tested are content, recommendation algorithms and user messages. In addition, it provides an A/B and multivariate testing tool to help brands manage future releases across digital touchpoints and to understand the impact of cross-channel experiments. “Today’s most impactful companies are constantly reinventing customer experience, and a culture of experimentation is a critical part of driving that innovation,” Caine adds. Airship enables businesses to send relevant messages at the time and place that customers will be most responsive — whether on SMS, push notification, email, mobile wallet or many other channels. Airship will sell and support the Apptimize platform, while enriching its customer engagement platform with new testing capabilities, it says.
advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2019 at 03:09PM Yelp Personalizes Local Queries And Results To Gain Lead On Google, Others https://ift.tt/2ZrfvUl Yelp launched a feature in its app on Tuesday that allows users to personalize what they see in the app. Now when two users with different lifestyles open up the Yelp app from the same location, they will see a completely different home screen and search results based on their personal preferences. The new heart icon supports new search result rankings, shortcuts to filters, and personalized highlights that tell the user why they might like the business based on their preferences. Users can open the app and tap on the heart to get begin adding preferences. For example, those choosing to tell Yelp through icons that they are a homeowner with kids who love Ramen will still see results from other categories -- but the results will be a little more focused on the topics clicked in preferences. Yelp processes the information in real-time. The option to personalize Yelp begins rolling out to iOS and Android app users today. Suggestions include things to do and new businesses to try, along with personalized restaurant shortcuts and highlights. People also can surface information on live music bars, farmers' markets, hikes, and activities for kids. advertisement advertisement There is also a feature for recommended searches. Yelp allows users to change their preferences at any time. The personalized feature will support about 37 million average monthly mobile app unique users, 77 million mobile web unique visitors, and 62 million average monthly unique visitors during the second quarter of 2019, according to the company’s website. Yelp estimates its users have contributed more than 100 million reviews of almost every type of local business, from restaurants, boutiques and salons to dentists, mechanics, plumbers and more. One of the best features is the information on nutrition and dietary restrictions. Some 32 million Americans have food allergies or sensitivities and must be aware and informed about the food they consume. Yelp now helps people bypass sifting through menu photos and reviews to confirm whether a restaurant has options for those who are gluten-free, halal, keto, kosher, pescatarian, vegan or vegetarian. Personalized highlights within their search results will identify whether a restaurant has some or many food options based on dietary restrictions. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2019 at 02:49PM |
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