Where is all the quality content? It takes two days to discover great marketing technology content to deliver to you these days: I think everyone’s at the beach, at the lake, anywhere other than their desk. C’est la vie. Leaving you today with a few posts on Big Data (nothing earth shattering), a few posts on psychology and marketing (eye-opening), and some practical info ranging from use of Google Analytics to why videos go viral (get the white paper!). Have a great weekend.
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Big Data tests corporate patience, but breakthroughs on big questions are emerging.
At the CIO Symposium, Erik Brynjolfsson, an MIT Sloan professor and director of the Center for Digital Business, said the problem resembles that created when Anton van Leeuwenhoek began building remarkably high resolution microscopes. He could see things like “animal cules” swimming in a drop of water. The trouble was, nobody else had such a good microscope, which meant nobody else could measure things the way van Leeuwenhoek did.
Brynjolfsson said big data and analytics were early in their own revolution of measurement — one that will affect management, economics (and indeed all of the social sciences) and the information economy at large. “There will be a whole new set of tools that allow us to see what’s going on in organizations, between companies, even what’s going on inside people’s heads as they make decisions,” he said.
And there lies the problem: having the tools (technology AND people) to execute on Big Data so that you can derive the direction your company needs. Intuitively we all know the benefits that we can garner from structured and unstructured data, but right now, we just don’t have the wherewithal (except for those monolithic marketing monsters). As I’ve said before: “Be cool, Honeybunny.” Tools embedded within MA and CRM are coming, e.g., deep data analysis, predictive, etc.
According to The Aberdeen Group, 2012 was when we really started living in the ‘Big Data’ world. It was one of the hottest technology terms bandied around last year.
Tip one: make your digital marketing team a data driven one
Tip two: be clear about what you want your Big Data to enable you to do
Tip three: don’t just look back, look ahead
Tip four: integrate your data storage to gain holistic insights from structured and unstructured data
Tip five: remember that old-style marketing fundamentals remain the same, they are just delivered in a new way
Tip six: search our filter above for “data” and find articles that go beyond the mundane.
Find your inner Picasso for your next landing page design with these tips and inspirational landing page examples.
The trick to beating creative block lies in harnessing the power of the right brain in order to keep ideas flowing whenever needed. Here are some ways of beating creative blocks that you may want to try out to boost your creativity as a designer:
- Listening to jazz. Yes, you heard that right: jazz…jazz provides a gateway cue into the sometimes elusive world of creativity.
- Go for a run or swim a few laps. Exercise produces endorphins, also known as feel-good hormones, that flood the brain with the fuel needed to think up abstract and novel ideas.
- Sketch every idea that comes to mind, whether good or bad. Pick up a pen and paper and start sketching.
- Distract yourself by doing something completely out of the ordinary. This allows you to put your mind in the perfect space where it’s able to form new connections, while, at the same time, easing some of the pressure off a task.
#2: anything physical works: lifting, shagging flies, pitching BP, whatever.
Brush up on these 9 psychology principles to help improve the effectiveness of your marketing.
1) Reciprocity: Give away something — for free — to help build community or customer loyalty.
2) Commitments: Though you should never stop trying to delight your customers (per principle #1), it’s important to keep in mind that the longer the commitment they make to you, the harder it could be for them to churn.
3) Authority: Amp up your authority in your content by prominently featuring authors’ information alongside their blog posts, ebooks, whitepapers, or videos.
4) Social Proof: One easy way to make the most of social proof is on your blog — if you’re not already, use social sharing and follow buttons that display the number of followers your accounts have or the number of shares a piece of content has.
5) Liking: You just want people to feel positively affiliated with your brand. So however you make that happen, it’s worth a try.
7) Recency Illusion: This is important to keep in mind when you’re designing marketing campaigns — you should be aiming to develop robust, integrated campaigns, not just a one-and-done piece of content.
8) Verbatim Effect: you should try to pack as much relevant and descriptive information into your headline as you can.
9) Clustering: Do the legwork for your audience: group similar topics in your writing together — either under numbered bullet points or with different header sizes.
When reading this, you can see how many of these principles are basics to any direct marketing effort.
Google’s official blog for news, information, and tips on AdWords
The Databoard is our response to three big challenges facing the vast majority of research released today.
- Ease of consumption: The databoard introduces a new way of sharing data, with all of the information presented in a simple and beautiful way. Users can explore an entire study or jump straight to the topics or datapoints that they care about. The Databoard is also optimized for all devices so you can comfortably explore the research on your computer, tablet, or smartphone.
- Shareability: Most people, when they find a compelling piece of data, want to share it! Whether it’s with a colleague, client, or a community on a blog or social network, compelling insights and data are meant to be shared. The databoard is designed for shareability, allowing users to share individual charts and insights or collections of data with anyone through email or social networks.
- A cohesive story: Most research studies set out to answer a specific question, like how people use their smartphones in store, or how a specific type of consumer shops. This means that businesses need to look across multiple pieces of research to craft a comprehensive business or marketing strategy. To address this need, the Databoard allows users to curate a customized infographic out of the charts or data points you find important across multiple Google research studies. Creating an infographic is quick and easy, and you can share the finished product with your friends or colleagues.
My gut tells me that there’s too many manhours associated with each study to be posted, so we doubt this has legs, but worthy to check in on every so often.
Learn how to make hyperlinks in your SlideShare slides clickable in just a few minutes.
Step 1: Hyperlink the text box or object you want to make clickable.
Step 2: Paste the hyperlink into the address box.
Step 3: Click ‘File,’ then ‘Save as Adobe PDF.’
Step 4: Save the PDF.
Step 5: Once the PDF publishes, you will have a clickable link within your presentation.
Step 6: Upload the hyperlinked PDF to SlideShare, and voila: clickable links within slides!
Bonehead simple!! Never thought to do that!!!
Looking at a few problems that can lead your email marketing astray, how to respond to those problems, and what milestones you’ll need to cross in order to recover.
Recovery From Program Surgery: see if you can add a more targeted and less frequent mailing to serve the same purpose.
Recovery From a Gaffe: The first step to relationship recovery after such a mistake is admitting the mistake to those affected. The second step is to mitigate the backlash of the gaffe. The final step should be to review what led to the problem in the first place, and take steps if necessary to prevent the gaffe in the future.
Recovery From the Unexpected: To recover, first let your customers know what’s going on. Again, openness and honesty buy leniency and even assistance from your customers.
Recovery From a Slow and Steady Decline: The first step here is to call out the absence and redefine the relationship explicitly. As you acknowledge the absence, be sure to define and commit to a new contact strategy that rebuilds your regular relationship with your customers. Begin on this immediately…don’t let another gap begin.
There’s a steady cadence to your email flow to your audience: highly targeted, optimized, personalized and delivered at optimum times. However, it is a moving target: things change, shit happens. Keeping your fingers on the pulse of your ongoing efforts and make ongoing adjustments.
Unruly has released a comprehensive white paper examining various elements of branded video sharing, including the best day for launching a campaign and the creative factors that are most likely to make a video go viral. According to “The Science of Sharing,” the data is important as the researchers believe that “the success of ‘water cooler’ content can both be predicted and repeated.”
Of course getting the timing right is just one part of the equation – the creative itself needs to have certain attributes in order to elicit sharing activity, according to the researchers.
The white paper outlines a variety of psychological responses to videos (such as happiness, contempt, surprise, and anger) as well as social motivations to share (such as shared passion, reaction seeking and self-expression), indicating that in order to achieve a high share rate (ratio of shares to views), the video needs to elicit a “strong viewer response against at least one psychological trigger and multiple social motivations.” It’s important to note that the emotional response needs to be quite intense in order for the video to be successful: many of the videos analyzed tried for humor, but few managed to be seen as hilarious, sinking their chances at going viral to a greater degree.
By contrast, the videos that fared worst engendered low levels of “hilarity” and “surprise” and were subject to viewer confusion.
Fascinating paper, and worthy of a download ‘n read.
More than half of businesses rely exclusively on Google Analytics (GA) for their web analytics while just 11% don’t use the tool at all, according to data included in the new Econsultancy/Lynchpin Online Measurement and Strategy Report 2013.
The most commonly cited reason was that businesses are happy with a different web analytics vendor (38%) while a further 35% stated that it’s not sophisticated enough for their requirements.
GA is a very sophisticated tool, as you are well aware. The real question is: how do you mesh GA with your MA analytics?
And do you have marketing technologists on staff?
Metrics & ROI – The results of the 11th annual Marketing Performance Management Survey are out. Find out about the key findings in this infographic.
Given Gartner’s projected Marketing spending patterns exceeding that of IT, is this infographic of any surprise? Strive to become an “A” marketer.
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