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The Need for ‘Evolved Phygital’: Ramping Up the Experience

MAY 23, 2021

Phygital is one of those words that make you go “why didn’t I think of that?” Phygital is meshing online and offline tactics. It has especially hit retail experiences hard by being the new standard for shopping.

Some simple phygital solutions:

Social media: Instagram and Facebook can be great outlets for offering incentives to users who perform an action in-store. You can also do the reverse, inviting in-store customers to subscribe or tag to get a special offer in return.
Pop-up and temporary stores: A company that operates exclusively online might open a pop-up store or improvised booth. Sometimes physical is the way to go, sometimes virtual.

But let’s put this baby into MAXIMUM OVERDRIVE. What does an evolved phygital experience look like?

The Usual Suspects: More and more restaurants, retail environments, and any instance for contactless customer service are using digital displays and touch screens. QR codes have been reborn as the standard gateway to most in-person transactions nowadays.
The Hybrids: International retailers are innovating when it comes to combining their social media and physical shopping environments. “Smart hangers” showing reviews, likes, and real-time online purchasing are creating a more in-tune buying experience for customers.

There are a lot of things to think about when considering options in phygital tactics. This past year, online shopping was the only retail experience for most consumers. Digital integrations are now the expected nuances in a shopping experience. This is especially true as smart displays become less of a financial investment and social media stays an integral part of integrated strategies.

Get more insight on phygital examples and trends by checking out the rest of the Marketing Tech News article.

Apple and Google Privacy Updates: the Impact on Influencer and Affiliate Marketing

MAY 19, 2021

When marketing today is so immersive with data, you have to be on top of what the big poppas of data are up to. User privacy, cookies, app tracking, it’s some important stuff. Luckily PerformanceIN is helping us out by breaking down the latest updates from Google and Apple.

Here are some summarized updates to keep in mind when planning your ad campaigns:

Are you in or out? The Apple privacy update introduces new requirements where users will have to Opt IN to allow data collection, rather than Opting OUT like before. Most advertising will be impacted less than social media advertising.
C is for cookie. In early 2022, Google Chrome will phase out support for third-party cookies affecting two main areas: audience targeting and conversion tracking. We are expecting some measurement changes across all advertising, but big changes in how we strategize display ads.
Ain’t no party like a first-party party. Luckily influencer or affiliate marketing platforms are all good if built on first-party tracking and measurement. Not only is first-party tracking privacy compliant, but you can also create best-in-class attribution for brand and performance marketers.

To get a better understanding of these Apple and Google updates in regards to future marketing, check out the full article.

8 Ways To Ensure Gated Content Reaches The Right Audiences

MAY 18, 2021

We know gated content is a great lead-gen tactic. Not only can users become potential prospects, qualified leads, and, hopefully, converted sales from it, they help identify your effective content. But maybe you need some help to make sure your gated content is giving you the best performance.

Forbes Agency Council weighed in on how to get the right gated content in front of the right peeps to get into your marketing funnel:

Mix It! Link your gated content in with your ungated content.
Optimize It! As with all content, make sure your gated stuff has the right keywords to support it.
Visualize It! Yes, people got to your gated content somehow, but you’ll still need creative messages and visuals to attract them sign up for it.
Advocate It! Utilizing an advocacy platform will enable you to distribute individual links with tracking.
Offer It! (Later) Never make gated content your first touch. Offer it up at later stages of a user’s content journey.
Bot It! Use an intelligent chatbot instead of a traditional form to engage with your user directly.
Send It! Offering to send gated content via email or text sets up a fair exchange between you and the consumer.
Repurpose It! Break your content up into a series of blog posts on your website with your CTA to download the full, gated piece.

See the full article for breakdowns on each gated content tip.

How To Incorporate Conversational AI To Improve Customer Experiences

MAY 17, 2021

Automation has entered the chat. Delivering real-time personalization or help has become the new standard in our ever-expanding world of instant responses and artificial intelligence.

Conversational marketing as a strategy is about taking real-time conversations and two-way dialogue to engage customers and move them through your funnels. This provides efficiency for your team and (even better) improves your customer experience.

Let’s bring in the bots. Conversational AI takes those automated customer-facing experiences a step further. It’s not just about using the latest technologies. It requires an understanding of your consumer behavior with your existing business model.

If you are thinking of using AI in your organization, here are five factors are to consider about effective conversational AI:

Content transformation: As mentioned, you gotta know how your customers are currently interacting with you to find where AI can fulfill your needs better. Organizations will have to structure their data with intelligent document processing platforms before they can integrate automation platforms.
Advanced RPA: Finding robust robotic process automation (RPA) is essential to converge content and for process awareness. Basically, it’s making your bots have a better understanding and learning.
Hybrid approach: This is the most important factor when considering AI in your conversational marketing strategy. We got pretty technical here, meaning that whatever platform you use is going to have to play nice and integrate across your other business tools.

For the other two factors and a thorough explanation of conversational AI, check out the full article.

Conversion Rate Optimization: Top 10 Strategies for Success

MAY 12, 2021

Remember how painful cliffhangers were when your favorite show was only on the air once per week? Even when we have entire seasons at our fingertips on Netflix, cliffhangers prompt us to watch just one more episode. How else would you sleep if you don’t get to find what happens next? But who needs sleep when you have 4 more seasons to binge? 🤷‍♀️

Cliffhangers prompt you to do just what show creators want – tune in for more. It’s the same strategy we use to move people through the sales funnel. While you optimize your conversion rates for continued success, keep in mind these 10 strategies from G2.

The power of persuasion: creating a sense of urgency. Urgency drives action. People understand scarcity and try to avoid it when they can. Convey to your potential customers that your sale is ending soon or your stock is dropping to prompt action now rather than later. Fewer people will be willing to wait.
Making the most out of page elements. When someone lands on your site, it’s time to shine. A well-timed popup delivering a discount can help boost your conversion rate as will carefully placed CTAs. Try inserting your CTA in different places to see if people prefer it at the bottom or even closer to the middle of your page. Testing is the key, so test away.
Pictures speak a thousand words, videos – a million. A wall of text might intimidate visitors to your site. Include beautiful and purposeful images to break up the copy and deliver a pleasant experience. Stick to quality original videos. Videos go a few steps further than photos. They allow people to hear from real people and see people interacting with products they may be interested in.

Find 7 more strategies in the full article.

How to Elevate Remote Video Production, Step-By-Step

MAY 11, 2021

The line between amateur and professional video is getting thinner and thinner. Video and audio devices are more capable than ever, editing software has never been so accessible, and limitless resources can answer just about any question you have. That’s right – you can shoot your own version of your favorite 80s music video. You can start your yoga series in your garage this summer. Sure, the A/C is broken in there, but hot yoga is all the rage anyway!

The point is, you can make a video that shines. You probably already have most of the tools, so if you have the need or the desire, then you’re good to go. Here’s how to elevate remote video production according to Sprout Social.

Follow the 60/40 rule for pre-production. When you get to the beach, it’s tempting to immediately run to the water and jump in. But first, you need to set up your towels and chairs and put some sunscreen on. You might be eager to get the camera rolling, but the more time you spend planning the video, the easier it will be to film. Spend 60% of the project’s time planning.
Accessorize.
Tripods and stabilizers. Unless you’re filming a Blair Witch Project spinoff, there’s no need to make your viewers motion sick with a shaky camera. Find a tripod that works with your device and keep the camera at eye level.
Lights. The importance of good lighting cannot be understated. If your space isn’t brightly and evenly lit, then try a ring light to brighten things up.
Mic check. Do a quick recording with your microphone to ensure you come through loud and clear. Close windows to avoid sounds of cars, barking dogs, and the bagpiper next door. Ceiling fans and computer fans can be noisy too, so be mindful of what the mic can hear.

See the rest to help make your next production picture perfect.

5 Tips for Managing PPC Following the Coronavirus Outbreak

MAY 10, 2021

We all know by now that things will never be the same after this past year’s events. Things we used to not think twice about – shaking hands, crowding elevators, and dining out – have all seen reconsiderations and revised practices. And while the digital ecosystem provided safety from the pandemic, it saw its own challenges and plenty of changes.

BUT, things are looking up. In the wake of this chaotic year, Search Engine Journal has 5 tips for managing PPC.

Pivot to Normal-ish. Different areas will have their own protocols for COVID-19. Whether it’s mask-wearing, capacity limits, or continued closures, be aware of what is happening in the places you’re running ads. Remain sensitive to the issue at hand so your ads don’t seem out of touch.
Evaluate Business Value Propositions & Messaging. Many businesses revised their practices to provide a safe way for customers to explore products and services and ultimately make purchases. While these revised practices still have a place, it will be important to explore new avenues as they open up. Furthermore, keep on top of your messaging and imagery in search and banner ads to account for social distancing, mask-wearing, etc.
Optimize Budgets & Spend. You may be allocating more budget for keywords people are more likely to search with COVID-19 in mind. Readjust your budgets to reflect post-pandemic searches and interests. Make sure you’re spending efficiently by employing automated bidding.
Reconsider Your Channels. Facebook has seen an increase in usage of messaging and call services that it hasn’t monetized. This has led to a decrease in ad revenue and lower competition on some digital ad platforms. As people continue consuming content, look to YouTube, Pinterest, and Twitter for ad placements.

Continue to the full article for the last tip.

Personalization vs. Segmentation: The Real Difference and Why it Matters

MAY 9, 2021

It’s one thing to know your user, it’s another thing to talk to them on a personal level. It seems like a no brainer for some. Still, a lot of marketers don’t get that the companies that show they care by putting the thoughts and emotions of people first are the ones that will see customers stick around long-term.

The thing is, a lot of people get segmentation and personalization twisted or treat it the same. Personalization and segmentation couldn’t be more different. Segmentation is grouping customers together according to characteristics (the big players being demographic information). Personalization is customizing messages to individuals themselves — not just the group they belong to.

Let’s go shopping. A simple way to know the difference between these is in a retail environment:

Segmentation: Stores don’t pile kids’, men’s, and women’s clothes all together. Each category of clothing has a different rack, section, or floor before organizing them into further subcategories.
Personalization: When a stylist works with you, they are going to dig deep to understand your taste, what flatters you, and your price range.

What many marketers run into is the trouble of disorganized contact lists with slightly different messaging going to segments. Segmentation alone is not going to increase a brand’s customer lifetime value meaningfully or lead to growth. Personalized marketing is going to have to drill down further.

We’re talking that sweet, sweet data, people. Simple forms of personalization (such as putting someone’s name in a subject line) are cool, but the good strategies take it further with personalized recommendations, omni-channel optimization, and eventually, predictive personalization. You’re going to have to get to know your customers and gather that data.

At the end of the day, customers expect personalization and relevant services to them. Engaging them, gathering their preferences, and creating unique experiences is what marketers need to do to meet those expectations.

Understanding the Facebook Algorithm in 2021: Ranking Signals and Tips

MAY 5, 2021

We’re well into 2021, so hopefully, y’all aren’t still writing 2020 in your document titles and correspondences. There’s always a period of adjustment with the turn of a calendar page or even a menu change at your local Starbucks. With a little due diligence, we come out on top stronger and more capable than before. (At least that’s what we tell ourselves.)

Just about anything digital will see its fair share of changes. While a redesign of a website you frequent might throw you for a curve initially, it probably won’t impact your day-to-day too severely. However, a Facebook algorithm change is worth keeping on top of. AdEspresso is here to help you understand the Facebook algorithm in 2021.

Facebook’s algorithm uses two major ranking signals: passive and active. While Facebook owns its algorithm and you don’t get to control how it works, you have some degree of control when it comes to these ranking signals.

Passive signals encompass things like view time, story type, and time posted.
Active signals include engagement measures such as likes, shares, and comments. Active signals are stronger than passive since Facebook’s concern is serving up content they believe users will want to engage with.

Let’s jump into some tips to help the algorithm work in your favor.

Get your audience to engage with each other. Think about how you would get conversations started anywhere. Your post should interest and entice your audience to weigh in on a relevant subject. Facebook uses “action-bumping logic” and will promote posts with lots of discussions.
Time your posts right. Facebook tends to favor recency in the posts it displays. After all, why surface something from a month ago when there are new topics and discussions today? To gain an edge, look to your analytics for your optimal posting time and use it to your advantage.
Get on the Favorites list. You may not realize it, but Facebook allows every user a Favorites list where they can select Pages they would like to see more of in their feed. This is like getting into your audience’s VIP area. Keep posting quality content and you’ll have greater success in reaching audience members who have added you to their Favorites.

There’s a whole lot more than we could cover, so don’t miss the rest.