Comments Off on How Advance Auto Parts Uses Online Videos to Increase Conversion
“We see a lift, definitely, in conversion, whenever we have video on the page,” Val DuVernet, Senior Program Manager, Advance Auto Parts, told me during an interview in the MarketingSherpa Media Center at IRCE 2015.
Read on for three of the biggest lessons I learned from my interview with Val, and watch the below video to get your own ideas for using video to improve your brand’s conversion.
Three important points stuck out to me from this interview …
Comments Off on Email Marketing: Establishing a process to organize thoughtful campaigns
As an Operations Manager, I believe it is vital to establish processes that ultimately work for you and benefit your team. So I get very excited when I find a new process that could help my team with their workloads.
The challenge I often face is, how do I implement and make this development a success?
As a marketer, have you ever found yourself passionate about showcasing the best practices you’ve learned in order to achieve your goal, only to realize there are countless steps and paths to take? Don’t worry. Take a deep breath; it happens to all of us.
At MarketingSherpa Email Summit 2015 in Las Vegas, Courtney Eckerle, Managing Editor, MarketingSherpa, sat down with Tink Taylor, Founder and Chief Operating Officer, dotmailer, to discuss how email marketers can overcome the underlying challenges they may face by establishing processes to deal with the mountains of information at their disposal.
For instance, when outlining and creating email marketing campaigns, how can you condense the valuable content into something that will benefit customers?
Comments Off on How to Sell Your Marketing and Advertising Ideas to Your Boss and Clients (with free template)
Some ads, campaigns and branding ideas are pretty bad.
So much so that an old “Saturday Night Live” sketch — featuring Jerry Seinfeld playing the host of a “Jeopardy”-like show with stand-up comedians guessing the punch line — included the frequent answer from Adam Sandler’s character, “Who are the ad wizards who came up with this one!?”
Cold comfort, though, when your own advertising and marketing ideas don’t see the light of day: “How is that dreck getting made, while my brilliant ideas are being overlooked?”
Comments Off on How Microsoft Store Turned Its Receipts Into a Personalized Customer Touchpoint
Personalized marketing is a customer-centric trend that’s been on the rise, but it’s one of those trends that can seem unattainable.
After all, creating a truly personalized, one-on-one experience between your brand and your customer takes a drastic toll on time, resources and manpower. Or at least that’s what you would think at first glance.
Enter Microsoft Store.
Shawna Dahlin, Senior Email Marketing Manager, Microsoft Store, sat down with Selena Blue, Manager of Editorial Content, MECLABS, at MarketingSherpa Email Summit 2015 to discuss how she and her team made the seemingly unattainable achievable. Shawna created a more personalized email campaign by using data the brand already had available about relevant customer experiences.
To begin, Shawna wanted to change Microsoft Store’s email marketing strategy to make it more personalized, but she lacked the IT resources she needed. To meet this challenge, she developed a plan that would personalize the brand’s email strategy without utilizing IT.
Shawna accomplished this by collecting data that Microsoft Store already had on its consumer base and testing Microsoft Store’s email sends based on this data. Overall, this effort resulted in a:
500% increase in CTR for segmented emails
300% increase in open rate for segmented emails
1,200% overall revenue increase in three years
600% increase in revenue per email (for lifecycle)
Learn how, by implementing this data-centric approach, Shawna was able to transform an email send that almost every consumer receives — the receipt — into a successful first touchpoint.
Recently, I spoke with a graduate business class about social media marketing and how the MECLABS’ heuristic can be used to optimize social media ads and pages. The MECLABS Institute is MarketingSherpa’s parent company.
However, the biggest question coming from the class was which social media platforms would be the best to invest in.
How does a marketer determine where to place their efforts? Casting a wide net might seem like the best answer, but that typically results in an unnecessary waste of time and money.
The key is to identify which social media platforms will be conducive to your relationship with consumers.
Below are four steps to help you determine where you should invest on social media.
Step #1. Address consumer value proposition
At the foundation of every marketing effort is the value proposition. Once you can securely address the question “If I am your ideal customer, why should I purchase from you?” then you can move into analyzing your data to better understand this consumer.
Comments Off on Dun & Bradstreet Overviews 3 Approaches to Building an Omnichannel Marketing Strategy
How do you create marketing that engages every member of your audience in every marketing channel? During MarketingSherpa Email Summit 2015, Jeannine D’Allegro, Global Digital Senior Vice President of Marketing, and her colleague Jacquelyn Kearns, Senior Vice President, both of Dun & Bradstreet, gave Courtney Eckerle, Managing Editor, MarketingSherpa, a brief overview of how their organization went about it.
Build the right team.
They identified operations personnel with the strongest email distribution expertise and digital marketing personnel with the strongest content-development experience, then united them on a single team. They brought together the intelligence to engage Dun & Bradstreet’s more than seven million email contacts with the right content at the right time in the right way.
I love looking at interesting data. When I found Totem’s list of brands on Instagram, I dove right in. The first thing I noticed looking at the list was that it was full of obvious consumer brands at the top. Brands that are inherently visual — mainly fashion, food and consumer goods.
What was interesting to me about the data were the outliers. The brands that seem like they wouldn’t fit at all on the mainly visual social network. Even more interesting for marketers are the reasons they are successful. If we can study these brands and their creative use of the platform, maybe we can model them for our own brands.
With that in mind, I tried to do some digging into the “why” of the success for each of the brands below. There were a few instances where it was obvious, and a few not so obvious.
Either way, I recommend you dive in yourself and study these brands. Figure out what they are doing and draw inspiration from the marketers behind these brands. Think of this as simply a diving off point. Without further ado, here are the most surprising brands I found on Totem’s list.
Official tourism brands have done extremely well on Instagram for obvious reasons. The Earth happens to be very beautiful to look at. For some reason (and nothing against Michigan) nowhere on Earth has more people posting pictures of it than Michigan.
@PureMichigan ranks first in Totem’s overall tourism category for Instagram users posting its hashtag #puremichigan. If you only look at tourism brands for geographical areas, after Australia and Canada, it ranks third in terms of follower numbers.
I’ve interviewed around 500 marketers since I started as a reporter at MarketingSherpa. Looking back, most of those conversations are inevitably a bit of a blur, but it’s marketers like Mary Abrahamson, Email Marketing Specialist, Ferguson Enterprises, that truly stand out.
Mary was a first-time attendee at MarketingSherpa Email Summit 2014, and took back what she learned to her office and implemented a transformative, customer-centric campaign that led to her winning Best in Show at Email Summit 2015.
“I learned a lot at Email Summit last year, and coming back [to the office], I felt like we were in an okay place, but we had a lot of room to grow,” she said, explaining that the team began taking steps to refuel their database.
When the team began making changes to view the email program as a whole enterprise, they took what Mary referred to as the “crawl, walk, run approach,” which is where they started off small and went back to optimize later.
The first thing to know when it comes to email relevancy is: there is no email that fits your entire list.
Marketers get requests all the time from different teams and interests to send out an email, and it’s up to the email marketing team to be the stopgap for what goes out to customers.
I met Marc Lobliner, Chief Marketing Officer, TigerFitness.com, at the MarketingSherpa Media Center at IRCE 2015. TigerFitness.com has been on the Inc. 5000 list of fastest-growing companies for three years in a row with 659% revenue growth over that period to $5.6 million in revenue (as of 2013).
You can watch the interview to hear Marc’s passion for yourself.
TigerFitness.com is not Marc’s first business. He helped create a new $100 million-plus category in the fitness industry — the Intraworkout category — with a product called Xtend.
“When you’re first to market, the brand lives on,” Marc said.
“There are so many ecommerce retailers who now believe that in order to differentiate themselves and establish better brand relationships with their shoppers, they [need to consider] opening brick-and-mortar stores,” Debbie Hauss, Editor-in-Chief, Retail TouchPoints, said.
According to Advertising Age, 80% of companies have increased digital marketing budgets for 2015. Whether it’s selling products on a website or through a mobile or desktop app, virtual marketing has become the norm.
However, some ecommerce retailers have recently invested in the opening of brick-and-mortar stores in order to stay ahead of the marketing curve and establish better relationships with their customers.
The growing popularity of this omni-channel trend was recently explored by Retail TouchPoints, a digital publication for retail executives, offering content focused on optimizing the customer experience across multiple channels.
At the MarketingSherpa Media Center at IRCE 2015, Daniel Burstein, Director of Editorial Content, MarketingSherpa, interviewed Debbie Hauss on why expanding to brick-and-mortar stores is becoming common for online retailers.
Infographic: How to Create a Model of Your Customer’s Mind
You need a repeatable methodology focused on building your organization’s customer wisdom throughout your campaigns and websites. This infographic can get you started.
