MN Search – Remarkable Retargeting

retargetingThe event gave an excellent overview of Retargeting.  Interestingly, SEO and PPC is considered higher ROI activities, but Retargeting is following after that.  Personalized retargeting ads could work 6 times better than general ads.

6 types of retargeting every marketer should know

  1. Search retargeting (advertising to individuals who searched for relevant terms on search engines)
  2. Site retargeting (advertising to individuals who previously visited company’s site – probably most commonly associated with “retargeting”)
  3. SEO/SEM retargeting (considers keywords used to arrive to the site)
  4. Email retargeting (considers email activity…  hm… would it be classified as automation rather than retargeting)?
  5. Contextual retargeting (targeting specific traffic of a different, but contextually relevant site)
  6. Engagement retargeting (targeting based on interactions with videos, games, etc.)

types-of-tetargetting

 

Interesting: there is also option for Facebook retargeting, which is currently less expensive than some other options.  Facebook also allows uploading of the house list and retargeting those who happen to have a profile on Facebook.  Most likely works for b-to-c rather than b-to-b audience.

Eloqua Users Group – March 2013

app-cloudGood event – a hands-on session on Data Washing Machine.  Very useful session.

From the data integrity standpoint:

  • make sure there is a title categories, which can be used on form submission
  • make sure the data is matching other databases

name-analyzerEloqua has a free app on App Cloud that checks form completion data for typical data issues and flag suspect entries.

With the Name Analyzer Cloud Connector, you can automatically do a “junk scan” on your data to look for the typical problems that are seen. It scans first name, full name, email address, and phone number looking for data that is known to be bad or looks suspect, and flags the record in your Eloqua marketing database.

This connector could be used to ensure a new contact to the database through a form submission is accurate before being placed in your nurturing program or passed to sales. It is also useful as part of your ongoing data hygiene process.

netprospexInteresting: there are apps on App Cloud allowing to add additional contacts into database and append missing information.

The app installs in your Eloqua environment to automatically append and normalize data. It can be used to enrich the data from your web forms, or to add critical information to existing contacts like revenue, company size, and industry. Easy-to-use (20 minute setup!) and cost-effective, this app provides considerable value.

Mobile March 2013

mmThe main evolutionary progression from previous Mobile March conferences was probably highlight of mobile as one of business and marketing “parts” rather than its own entity.  “There is no mobile marketing, there is just marketing…” 

Gone are charts of explosive adoption of mobile devices (almost ;-)) at the same time as business objectives, integration with other channels and customer research take more slides in the presentations.  Mobile took its rightful place among other tools in modern marketing tool-set  -tools which unique capabilities can now be included into an overall marketing strategy.

Another interesting note from the conference: attendees lamented that few people use QR codes, but printed agendas were much more popular than QR codes leading to agenda among…  mobile marketers and developers 😉  Why?  Paper agenda is just so much more convenient!

Several presentations also paid tribute to “minimally viable product” in application to the mobile projects , what makes complete sense; mobile is just part of business.

A few points from the conference:

  • Four key principles of Mobile User Experience
  1. phonesThere is an intimate relationship between the user and their mobile device

Phones are rarely shared; when a person shows a mobile phone to another, it is usually shown in hand, and not given away.  When anybody takes a phone from a user (to make a payment) it does not feel comfortable

Assume privacy and ownership (password does not need to be hidden; but an option to do it helpful)

Too easy payments are uncomfortable for consumers – they feel too easy.  The user needs to know when the transaction happened.

Tablets are more likely to be shared, but there is a primary owner (tablets are a household device)

  1. Screen size implies user’s taste and also where user is using the device

In most cases, when we are using a mobile device we are waiting; we are not performing “big important tasks” – we are not completely engaged in the activity.  We would not watch the entire movie on the phone, but more likely on the tablet.  Similar relationship is observed with the spreadsheet

Phone:  maybe check a number

Tablet: maybe make a few corrections, but unlikely to create a new formulas, etc.

Computer: major spreadsheet work

We need to understand what is the user’s main relationship with the screen  – what is the context?

  1. Mobile interfaces are truncated, other interfaces are not

Long-form tasks are inconvenient on mobile.  Mobile is better suited for data collection than data entry.   Ideal approach is to instruct the device “to collect” data and leave it working (the jogging route, etc.)

Magic is the “killer feature”

Listen to your customers… but don’t.  Do one thing exceptionally well. Create experiences people want, but not necessarily asking for.

Thinking about a problem to solve: what is the single feature that you can make and make it “amazing” from the user’s perspective.  “Let us do one awesome thing”

Why people photograph food and not scan QR codes?  When you scan QR code, the interaction is starting, when the food if photographed, it is ending.

“Mobile is a little window in the big world”

  1. Design for mobile platforms – the big ones

Web app – a web site that looks like an app.  People expect to find web sites when they use a browser…  web sites should not look like an app.

Mobile apps – native apps should be about hardware (using native sensors of the device in the app).  You don’t need an app if you don’t have a problem that only an app can solve.  

ap-web

Wrong approach:  We want to do mobile strategy!
Right approach: Let us do a “grand experiment” first; let us do something simple and measure its impact.

  • Continuity is the new consistency.  Netflix – there is continuity, but the experience on each device is different from the other – it is specific to the device and the circumstances where/how the device is being used.  What does the person wants to do the most during that time using a particular device?
  • Mobil apps: performance is important – but it is important how fast it appears rather than how fast it is.  A loading screen can show earlier pre-loaded images during the loading process, etc.
  • Interactivity myth: people do not like “interactivity” on the “big screen,” however, people are happy to use “companion devices” while watching TV.
  • Bob Schukai, Global Head of Mobile Technology at Thomson Reuters said that he started his new job in a new company with a statement of everything that was wrong.   For many businesses his 12 page approach might be excessive, but the idea is fabulous – and a wonderful opportunity to track obstacles and successes.
  • Bob uses external agencies – the main benefit of external agency is their experience working with variety of clients.

Below are interesting videos promoting apps.  Apps need to be promoted as products, and many people don’t use apps more than just a few times.  If you are promoting a free app…  how does it help your business?  😉

MIMA – Advances in Consumer Psychology

brainfluenceAnother excellent event!  Roger Dooley, the author of the book Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, made a wonderful presentation for local marketing community.

The presentation is probably just a fraction of the wealth of the information in the book, which (we are in luck!) is also available in an audible version.  This book is definitely on my list to listen next.

Some of interesting points and links:

  • pet-execCFO/CIO are still trusted by 90% of people…  but CMO only 20% Why?  Most marketing money still wasted…
  • Showing common interests helps to increase “liking effect” – example Petsmart executives pictures with their pets.   If these features are present, they don’t need to be burried somewhere deep in the site’s navigation
  • Though science is still emerging, we can use “neuro-nudges” to encourage desired behavior
  • People who “thought” that their wine tasted better (because they were told it was more expensive, etc.) truly experienced better taste based on the brain scans

Affectiva

  • If the person sees himself consuming something he is more likely to like the product (LinkedIn uses this approach in “Picture yourself in the new job…”
  • Apologies work!
  • Scarcity (perceived) is attractive… “only two seats left…”
  • audibleSelling to men: pictures of attractive women influences men’s tendency for short term thinking and risk taking.  Interesting: a photo of attractive woman in a loan application works as well as a loan interest rate reduction of 4%.
  • Use simple fonts and language to minimize perceived efforts.  A task described in an easy to read font is perceived as a task that takes less time to complete.

time-estimate

Though change is constant in our lives, we can be certain that human brain did not changed much in last 50,000 years 😉   Studying human behavior can give us a relatively constant tool set of understanding our target audience – people 😉

Resource: Neuromarketing blog

nm

Book – Good Strategy Bad Strategy

good-strategyThis is probably the best strategy book I have read.  It is clear – the book does not complicates the already complex topic, but explains it.  The book also exposes misconception about large organizations not having a strategy at all and resorting to calling desired goals a strategy.  Absence of strategy is not a bad strategy; it is…  no strategy.

A few quotes from the book/book site:

Good strategy is rare. Many organizations which claim to have a strategy do not. Instead, they have a set of performance goals. Or, worse, a set of vague aspirations. It is rare because there are strong forces resisting the concentration of action and resources. Good strategy gathers power from its very rareness.

Good strategy has a basic underlying logic: coherent action backed up by an argument, an effective mixture of thought and action. I call this basic underlying structure the kernel. A good strategy may consist of more than the kernel, but if the kernel is absent or misshapen, then there is a serious problem. The kernel of a strategy contains three elements: (1) a diagnosis that defines or explains the nature of the challenge, (2) a guiding-policy for dealing with the challenge, and (3) a set of coherent-actions that are designed to carry out the guiding-policy.

One of a leader’s most powerful tools is the creation of a proximate objective—one that is close enough at hand to be feasible. A proximate objective names an accomplishment that organization can reasonably be expected to achieve.

At some points, the book feels as a presence in a strategy class.  The class is full of successful classmates, and the reader is not the dumbest person in the class…

Great book!  Highly recommend!

Corporate Visions – Why Change?

corp-visionTim Riesterer presentation (Sofitel, Minneapolis) was excellent.  Quite a few marketers from different organizations gathered to listen.  Oh, yes, we, marketers, generally have the obsession with “why us” in our materials in general, and “why change” is effectively missing.  Oops.

Why-Change

Notes from the presentation:

Senior executives are happy to talk with sales reps to take advantage of their industry expertise. They have questions: What is happening in my industry? What can make me more successful?  Answering these questions are 4 times more effective than displaying extensive product knowledge.

1. Why change?

Why Change – video by Corporate Visions

Most people are not at the point “Why should I here company X,”  but rather “Should I change what I am doing now?”

Why change: Industry is changing, you have a problem, new needs arise, there is a potential risk, but you can do something…

Faulty presumption: customers know what they need to know – customers know their pains…  It is incorrect – customers can not express their pains.

Executive: “Tell me what I don’t already know and will impact me and I will give you another 10 minutes of my time…  You, sales, see more people like me than I usually do; please tell me what I don’t know about possibly missed opportunities.

valud-wedge

Explain what makes status quo unsafe… THEN connect with your products.

2. Why you? 

You you – video by Corporate Visions

Based on the industry changes and new issues that you have just described, how is your company can help solve these issues?  How is your company different, based on the needs to solve just discussed industry problems?

Customers might say: “I need to know all about you!”  It is not true; they need to learn about their problems first; the problems that they may not be able to articulate yet.

Build messaging not around personas (personas – demographic/title) but around status-quo clusters (or issues-based personas)

You can change the story, not your product, and increase sales. 

Whiteboarding webinar by Corporate Visions

MNSearch – Technical SEO

fix-your-site

Another insightful event – Technical SEO (thanks to John Doherty from Distilled).  And thanks to Jeff Sauer for publishing fantastic event notes!  (I copied the irresistible image above from Jeff’s notes 😉  ).

A couple of points from my perspective:

  • Pitching changes: pitch tests, not across the board changes.  This makes total sense…  the issue arise, I think, in the situation (any marketing situation not only SEO) of a company’s strong desire to improve, willingness to make global changes and desire to make global changes and lack of possibility to execute quickly.
  • What is you landing pages’ unique ranking proposition?  John mentioned the article that brings general marketing concept to SEO. Also makes complete sense, even if a term value proposition is not typically comes to mind in the realm of SEO.

Unique-Ranking-Proposition

Oh, I wish fixing the site was as easy for a large company as for a small one 😉

John recommended a free project management tool – Trello – something to check in the future…

trello