New MarTech Today guide to Google Shopping, Amazon, and more

Digital commerce advertising is experiencing dramatic growth and change. Learn about the latest trends, opportunities and challenges.

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Social shorts: Dark mode comes to TikTok, Facebook rolls out new tool to give users more privacy

The social media marketing week in review: A round up of news and announcements you may have missed.

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How evolving risks and consumer distrust will shape digital marketing in 2020

Managing affiliates, Amazon product search and Google Shopping should be carefully managed to protect your brand in the coming year.

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150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results

“What you ask me to do is important, but when you ask me to do it has more bearing on whether I choose to comply or not.”

— Flint McGlaughlin, Managing Director & CEO, MECLABS Institute

(This article was originally published in the MarketingExperiments email newsletter.)

One of the fastest ways to increase your performance is to improve your call-to-action. We did a meta-analysis of 150 of our experiments to determine 6 cognitive conditions that can hurt conversion.

In this video, Flint McGlaughlin, CEO and Managing Director, MECLABS Institute, talks about three of those negative conditions the customer experiences when seeing a call-to-action. He shows you how to improve your CTA by lining it up more logically with your page visitors’ sequence of thought.

This session is loaded with practical case studies and examples, both good and bad, to help you avoid common CTA errors and give you ideas for your own webpages.

If you would like your own webpage diagnosed on one of our upcoming YouTube Live sessions, you can send your website info through this form, and we’ll try to fit it in.

If you would like to receive more detailed advice from a MECLABS conversion marketing expert via a video conference, visit our Quick Win Consult page to learn more.

Here are some key points in the video:

1:14 Which CTA won?

6:54 Key principle #1 – CTA is more than a button, it is …

9:23 Key principle #2 – CTA depends upon the context of …

10:27 6 negative conditions the customer experiences when they see a call-to-action

11:21 Cognitive condition #1: Apathy, and the root cause

13:12 Condition #1’s solution can be found in this case study: Defence contractor

18:00 Condition #2: Negative surprise and its root causes

19:42 Condition #2’s solution can be found in these case studies …

26:32 Two flawed “asks”

27:20 Here’s a checklist you can use on your webpages with criteria for a good CTA, and Condition 3: Too many choices.

29:38 The solution can be found in these case studies …

Related Resources

Effective CTAs: How the thought sequence of a call-to-action affects landing page performance

The 21 Psychological Elements that Power Effective Web Design

Call-to-Action Optimization: 132% increase in clickthrough from changing four simple words

Marketing 101: What is above the fold?

Get our latest research delivered straight to your email inbox. Subscribe here.

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The post 150 Experiments on the Call-to-Action: Six psychological conditions that hinder our results appeared first on MarketingExperiments.

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IPG Mediabrands starts using Nielsen’s podcast audience insights to inform media decisions

IPG agencies will have access to audience and purchasing behavior data from 35,000 podcast listeners.

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Will the Discover feed be Google’s next cash cow? What advertisers are saying about Discovery campaigns

Early looks at the new campaign type and native ad formats that have had little fanfare since launching in beta last year.

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Digital Marketing News: Google Rejiggers Results Design, Instagram’s Brand Mentions Feature, Octi AR Social Network, & CX Gets More Budget

The post Digital Marketing News: Google Rejiggers Results Design, Instagram’s Brand Mentions Feature, Octi AR Social Network, & CX Gets More Budget appeared first on Online Marketing Blog - TopRank®.

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The Holy Grail: Email Send Time Optimization

Do people open your emails and delete them without a second thought? If most of your campaigns end up in the trash, then your timing — not your content — may be the culprit.

Email send time studies vary greatly on their conclusions. When the data from various companies was consolidated, it was found that midweek emails perform best, with optimal times ranging from 6 a.m. to midnight. That information may be accurate, but unfortunately, it doesn’t make the decision of when to send any easier.

Studies that recommend 60% of workdays and 75% of the 24-hour clock as the best times to send emails leave too much to the imagination. Under those guidelines, you could send an email at 10 p.m. on a Thursday or at 6 a.m. on a Tuesday, and both would be correct. That can’t be right — can it?

The truth is that the perfect email send time depends on your audience, your campaign, and your goals. A 6 a.m. Tuesday email might be great for a B2B newsletter, but it might not work for a flash sale on clothing. The infuriating answer to optimal email send time is, as usual, “it depends.”

Just because the answer varies doesn’t mean you can’t make smarter choices, though. By understanding the factors that impact your campaign performance, you can narrow your window and identify the perfect moment to deliver communications to your audience.

1. Unique time slot

If everyone agrees the best time to send an email is 9 a.m. on Wednesday, guess what? Everyone in the world will receive dozens of emails at 9:05 a.m. every Wednesday. People process information in batches, so most will see that long list of emails, glance through to make sure none of the subject lines include phrases like “Your payment is overdue,” and delete them all. 

You can’t follow the crowd if you want to stand out, and neither can your emails. Regardless of what time you choose, try sending your emails at an unusual time, like 9:17 instead of 9:00. After overwhelmed people delete all the emails from copycats, yours will come in by itself to demand their full attention.

2. Timely subject matter

Readers don’t want to waste their time on evergreen email content. Leave the long-term pieces for the blogs. Emails should encourage users to take immediate action, whether that means engaging with a longer piece of content, signing up for an event, or making a purchase. 

Your send time should reflect the nature of the action you want to inspire. Advertising for an event this weekend? Try sending your email on Thursday morning, around the time most people start making plans for their time off. For less immediate topics, target times when people have a few minutes to consume content or consider their options. Early morning, before and after lunch, and late afternoon work well for these purposes.

3. Geography and culture

The bigger your business grows, the more diverse your audience will become. You may not think much about optimizing email send times for a few dozen subscribers in different countries, but those people reached across the world to connect with you for a reason. They could be even more engaged than your local audience if you treat them with the same level of consideration. 

Adjust your email send times to reflect the living situations of your audience, if you have the data to do so. This follow-the-sun model, made popular by customer service teams, can work wonders for marketers who test and optimize for international sending. Pay close attention to distant audiences to see if their engagement rates beat the norms, then use your discoveries to inform your marketing tactics as your overseas audience grows.

4. A/B test results

Even the most well-researched plans can fail. You may have crunched the numbers, but if your emails on Saturday morning consistently outperform your emails on Wednesday afternoon, stop wasting money on tactics that don’t deliver results for your business. Your actual data, not theoretical advice from online experts, should be the brightest beacon for your email marketing strategy.

If email send time doesn’t seem to affect your open rates, take a closer look. That may be normal for companies with small lists filled with devoted fans, but as you grow, your email audience will inevitably prefer a few different times. Test some send times you normally wouldn’t expect to succeed, like evenings or weekends for a B2B company. You may discover that your data doesn’t look like everyone else’s.

King Content can’t rule effectively without Queen Distribution by his side. Instead of leaving your email send times to chance — or, worse, blindly following the crowd — do yourself a favor and look for opportunities to stand out. Optimizing your email send time is one of the fastest, easiest, and cheapest ways to boost your audience engagement and get your content in front of more people.

                                          

Sending your emails at the right times is just one way to ensure that they reach as many inboxes as possible and as many of their recipients as possible read them. See how to “Do More with Email Deliverability and Privacy.”

Check out the guideà

 

 

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Crunch Time for the Kansas City Chiefs Digital Team: How Oracle Eloqua Helped Them Score with Fans

The Kansas City Chiefs are headed to Super Bowl LIV. As an article just published by Forbes points out, the Chiefs’ success and thrilling playoff season has put increased pressure on the franchise’s content and media team. They have to continue to engage an already energized fanbase in new and intriguing ways to keep the excitement high and deliver fresh, special, and intriguing content on all of its platforms.

Over the past two years, the digital content and media team has tried several approaches to broaden and expand the fanbase both locally and internationally. They’ve experimented with long-form content, such as a team documentary series called The Franchise, and are keeping up with youth-oriented social network platforms, such as Instagram, Snapchat, and TikTok.

Game days see the intensity rise, as the team then has to put out content focused on making sure fans come out the game and get the most out of the experience. On Super Bowl Sunday, this intensity and pressure will hit meteoric heights. However, the team has remained calm, since they have been using Oracle Eloqua to connect fans to game day information via social media to help improve their experience.

In fact, Oracle Eloqua proved key in the digital content and media team increasing fan engagement by 200% and developed a following of more than 5 million fans all around the world across multiple digital platforms over the last two years and will help tremendously with their content this Super Bowl Sunday as well.

Oracle Eloqua, a part of Oracle CX Marketing, is marketing automation software that enhances buyer journeys with sophisticated lead and campaign management tools that equip marketers to send the right message at the right time on the right channel to the right customers.

To find out more about how Oracle CX Marketing can help you increase customer engagement and widen your reach across digital platforms, please visit us at: https://www.oracle.com/marketingcloud/.

 

 

 

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Facebook warns of targeting limitations, says Checkout will take time

The company reported record revenues of $20.7 billion for the fourth quarter of 2019, but said privacy changes will affect growth.

Please visit Marketing Land for the full article.

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How to win Agency of the Year: Interview with a judge

Past winners of our coveted Agency of the Year awards — awarded for both SEM and SEO specialties — have included Metric Theory, Rise Interactive, Wolfgang Digital and Wpromote. Make 2020 the year you and your team are awarded the highest honor in search.

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[One Question] on Inspired Insider – The Self-Reliant Entrepreneur

[One Question] on Inspired Insider – The Self-Reliant Entrepreneur written by John Jantsch read more at Duct Tape Marketing

John Jantsch answers one question about his latest book, The Self-Reliant Entrepreneur, on the Inspired Insider podcast with host Dr. Jeremy Weisz.

Weisz asks Jantsch to talk about a low point in his career and how it became a pivot point in his entrepreneurial journey. This moment inspired him take a step back and think about the core values that he wanted guiding his business. And it’s what ultimately led him down the path to focusing on small business marketing, which has been his area of expertise for nearly three decades now.

If you’d like to hear the story from Jantsch himself, you’ll have to check out the episode below!

Listen: John Jantsch on [One Question] on Inspired Insider

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The digital marketing transformation led by Google and Amazon

It’s worth the time investment to consider how we can continue to evolve our advertising strategy along with the biggest platforms.

Please visit Marketing Land for the full article.

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Is MarTech the experience for you?

Find out in this exclusive interview with Scott Brinker, MarTech program chair and VP platform ecosystem at HubSpot.

Please visit Marketing Land for the full article.

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GoDaddy buys content creation app Over, plans to integrate features into its product suite

Small businesses use Over to easily create digital content.

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Brands are neglecting transactional emails, leading to deliverability issues and lost customers

Latest email benchmark report indicates that email senders recognize the importance of transaction email, but aren’t prioritizing user experience.

Please visit Marketing Land for the full article.

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Take the Temperature of On-Site Customer Behavior with Oracle Maxymiser’s Heatmaps

Register today to join our webinar on February 26, 2020, at 11AM EST (US and Canada) to learn more about Oracle Maxymiser Heatmaps.

Business and customer insights are the foundation of an effective marketing strategy. That's why the Oracle Maxymiser team is excited to introduce the new Heatmaps tool within Oracle Maxymiser. Powered by Oracle Infinity, the Heatmaps tool sits natively within Oracle Maxymiser. You can easily launch it with a click of a button to better understand visitor behavior on your site, identify new test opportunities, and gain further insight into your Oracle Maxymiser campaigns.  

So, how does it work?

The Heatmaps tool provides a layer of contextual insight that can often be missed when simply looking at report data in isolation. For instance, if you are testing a re-designed homepage, and data tells you visitors aren’t clicking on certain content, Heatmaps can provide an understanding of the user behavior in relation to said content. With Heatmaps, you can visualize how customers are hovering and interacting more with content in certain areas. This can create opportunities to further optimize the re-design based on customer activity in order to drive your site KPIs.

And Oracle is already drinking its own Kool-Aid! According to Justin Collins, Global Web Marketing Director at Oracle, “Heatmaps makes it so easy for me to quickly get a visual assessment of where customers are engaging and what content piques their interest. Just by scanning the page, I can gauge, in real-time, what’s driving their attention and where I have opportunities to do further testing and optimization.”

Heatmaps allows users to visualize how customers hover and interact with content in real-time.

Getting under the hood of it, the Heatmaps tool is powered by Oracle Infinity Streams. Oracle Infinity Streams captures and delivers online events and complete visitor sessions, with real-time data visualization and activation. With unlimited data collection, Oracle Infinity ingests data using Javascript tags (a single line of code) and supports modular tag plug-ins to customize and enhance the data that is available. Oracle Infinity Streams can also be used in Oracle Maxymiser for in-session personalization which can personalize campaign content in real-time based on the visitor’s activity, such as last/most clicked, last/most searched, or add/remove items from basket. 

How Heatmaps can help you profit

The Heatmaps tool provides Click, Tap, and Scroll Heatmaps, along with an advanced side-by-side comparison mode, and filtering by Oracle Maxymiser A/B and multivariate test campaigns and attributes. Among the benefits:

• Advanced side-by-side comparison mode with scrolling windows in unison that allow you to quickly compare two test variants or attributes, side by side.
• Oracle Maxymiser campaign data filters to review the winning test variant, or even a variant that didn’t perform as expected, in more detail. You can also filter by attributes such as New versus Returning visitors, Geo Location, and Browsers.
• Our superior visual editor with single page application (SPA) support provides a greater level of support across a wider range of websites. The Heatmaps tool is dynamic and displays correctly when the element appears on the page. This can be useful when reviewing hover menus, images within a carousel, or mobile webpages. 
• Quick navigation to where your tests are running enables you to use the page’s drop-down to quickly jump between campaign URLs when filtering by Oracle Maxymiser campaign.
• No integration or manual work required. As a marketer, any time you can save by not having to manually export/import data and load other tools, means more time to actually do your job, rather than trying to make tools work.
• Oracle Infinity does not sample your data, so you always see the most accurate visualization of All your data at ALL times. 

Scroll Heatmaps visualizes scroll depth and how far down the page visitors scroll, while also providing an average page fold.

                                                                      

REGISTER FOR THE WEBINAR TODAY

 

 

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