Will you be on Twitter while watching the Super Bowl?

Wix.com, which makes tools for creating websites, has spent millions of dollars for its Super Bowl advertising campaign in which the characters from DreamWorks Animation’s “Kung Fu Panda 3” discover that a good website can help them sell noodles. This past week the company’s goals were to capture the attention surrounding the game, splitting its marketing budget with television, Facebook, Google and YouTube.

Wondering why Twitter is missing from this list? Although Wix.com is aware that Twitter is the company that made its name as the venue for real-time conversation about live events, they seem to think differently. According to Wix’s chief marketing officer, “Most of the power audience is on Facebook and YouTube.” (Wix.com)

Twitter is designed to thrive during events like the Super Bowl, the National Football League’s championship on Feb. 7 that will draw people to their televisions with an eye on their smartphones. We cannot forget about the brand that stepped in quickly taking advantage of Real Time Marketing. During the third quarter of Super Bowl XLVII when a power outage at the Superdome caused some of the lights to go out for 34 minutes, the sandwich cookie’s social media team jumped on the cultural moment, tweeting an ad that read “Power Out? No problem” with a starkly lit image of a solitary Oreo and the caption, “You can still dunk in the dark.” The message caught on almost immediately, getting nearly 16,000 retweets (360i, 2013)

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Wix.com’s view of Twitter as insignificant reflects a wider question about its role in the digital media landscape, with some marketers expressing increasing impatience about the company’s direction. Part of the problem is scale. Wix.com knows that many people will go to Twitter to talk about touchdowns, tackles, and even commercials for a game that last year attracted television viewership of about 114 million. But Twitter’s user base is about one-fifth the size of Facebook’s, so it would make sense to sell Wix’s services to the widest possible audience (Wix.com).

When Google announced its new real-time ad product in January, it highlighted Wix as the brand that would be testing it out during the Super Bowl. Soon will selecting where to put your marketing dollars become purely survival of the fittest? Will Twitter keep up?

Twitter struck a deal with the NFL to show quick clips of games on the site, for example. Fox Sports will be broadcasting some shows during Super Bowl week out of Twitter’s San Francisco headquarters. Pepsi is using Twitter ads to showcase exclusive behind-the-scenes content on game day and Verizon is giving away game tickets through its #minute50 campaign. More than 29 million people tweeted about the game last year (Twitter, 2016). I cannot imagine Twitter falling behind when there’s all this very unique content that only happens on Twitter.

Competitive Landscape

Twitter has about 320 million users; 66 million in the U.S., and the company is still in the early stages of making money from people who aren’t logged into the site. Meanwhile, larger competitors have started to focus new products on live events. After Twitter acquired Periscope, Facebook started letting its users live-stream video content. The world’s largest social network, which said it has 650 million sports fans, also built a tool for following and posting about sports games as they happen. Advertisers look to work with a platform that’s growing because they need new customers. Fresh customers are extremely important!

Twitter is still too much about who said what to whom, at the end of the day; all these companies want to do is sell products. Twitter’s missing that last part of continuing the experience to a purchase (W2O Group).

According to Wix.com, until Twitter can draw a bigger audience, it’s an almost non-relevant source of leads.

 

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KC MEDIA ON WEB ANALYTICS

Google Analytics vs. Coremetrics

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The Perfect Landing Page-Designing for Conversion

How is your Contact Us form designed?

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When a visitor starts a form, there is intent behind their action. They want to complete the form to achieve another goal, and that goal in most cases is one that will both benefit the visitor and your business. If they begin the form and then abandon it without submitting it, something has gone wrong. Something has overcome their original intention; some negative experience has eroded their sense of purpose. It is your responsibility to eliminate the triggers that cause visitors to leave your form.

The most important element of any landing page is the conversion goal. When constructing your landing page form, think of the following seven best practices.

Only Ask for Information You MUST Have

Landing page forms are one of the most important parts of a landing page, but so many advertisers get them wrong. Too long, and you risk deterring prospective customers from converting. Too short, and you may not gather the information you need to qualify visitors as worthwhile leads or data entry requires a strict format (Shewan, 2015).

Sometimes, you’ve just got to stop and admire a landing page for being beautiful. Using high-resolution photography and lots of white space, H.BLOOM’s landing page is a pleasure to look at. Besides its beauty, the page has some great conversions elements: an above-the-fold form, clear and concise description of what’ll happen when you fill out the form, and even the bright orange “Submit” button (Soskey, 2015).

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Don’t Be Afraid of White Space

Whitespace is blank space used strategically on your page to make certain areas standout. Place whitespace around features like your heading, lead-capture form, and CTA (Call To Action) button to give them room to breathe. This will make your page very clean, and force potential leads to focus on what’s important.

Spend Time Crafting the CTA

Web surfers encounter forms every day, but chances are they hardly think twice about them so think about your call to action. What brought them to your site? Why do they need to contact your business for more information?

Use Radio Buttons to Minimize Typing

Make it easy for people to convert by including radio buttons. Radio buttons work very well for situations in which there are only a few options, or entering the data manually would be tedious for the user (Shewan, 2015).

Use Directional Visual Cues

The most important aspect of your landing page design is to focus the visitor’s attention on the conversion area. Call attention to your most important page elements by using strangely placed and angled arrows. Tie a sequence of arrows together to define a path for the visitor to follow, ending at your CTA (Gardner, 2012).

Design Your Landing Page Forms for Mobile

First, understand when and why your users use your form on mobile devices. Second, identify the primary content or fields for the tasks.

Remember web access from mobile devices could be constrained by various factors: (1) the use environment where the user could be in a busy and crowded place. Sun or light reflection might be an issue or users may be multitasking and under time pressure; (2) the network (slow or an unstable connection); and (3) and the device itself (small screen) (Tan, 2011).

Your mobile form can be a completely different version of your desktop form just simpler and a cleaner interface.

Test Everything

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(Quicksprout.com)

 

Please share your thoughts via comments

 

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What is your online Conversion Rate?

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Conversion rate is a very important metric web businesses, used properly should analyze. Why is it important? Conversion rate, in percentage, equals Outcomes divided by Unique Visitors during a particular time period (Kaushik, 2006).

What are Outcomes: Any reason your website exists whether it is the total number of retail orders submitted or total number of leads and newsletter/email sign ups you garner.

 Why use Unique Visitors: Using Unique Visitors is a better read of what is really happening on your website because it accommodates this dance and gives you “credit” for those prior sessions when the dance was on (Kaushik, 2006).

For example:

Last month, you spent $5,000 on advertising to send 8,600 visitors to your website and it generated 40 sales. Ask yourself did that activity move you closer to your goals? If you do not know, then you need to know! As an advertiser you will determine and set what expectations will come from a campaign, using reports to verify whether goals are being met or not. At this point you will need to decide whether to renew a particular campaign, or spend ad dollars in other ways.

Online advertising is an essential element of your marketing mix. It provides numerous benefits, including lower costs, robust targeting, and valuable customer insights, which are not available through other advertising mediums. Your customers, competitors, and prospects are online – online advertising lets you know a customer’s exact level of engagement (retargeter.com).

Here are seven best practices related to conversion rate:

Always show revenue next to conversion rate

It is imperative to show the outcome numbers next to the conversion rate % in order to guide your existing and future opportunities. You may not run a one day sale every month therefore it is important to label and analyze each campaign accordingly.

Segment your conversion rate

Select and show your top five segments by campaigns (Direct Mail-email marketing, Pay Per Click etc.), by visitor type (new vs. returning, repeat buyers) driving conversions to show where the preferred outcomes are coming from.

Don’t measure conversion rate by page or link

If you have customers coming to your site from two different pages and they can still get to checkout directly from both pages measuring conversion rate “of” each page is very misleading.

You should consider Path Analysis: A process of determining a sequence of pages visited in a visitor session prior to some desired outcome. The desired end goal is to get a sequence of pages, each of which forms a path, that lead to a desired outcome. Usually these paths are ranked by frequency.

Conversion rate by top five referring url’s

You might want to set up a strategy to measure conversion from your corporate site and corporate blog. Setting up referring urls will give you great insight on where the traffic is coming from.

Understand exactly what the acquisition strategy of your website / company is

Customer acquisition is top of mind for many marketers, but many are unsure of where to find them and how to target them. This is not a report, figure out what is your core strategy and then measure conversion rate for those elements. Is your company heavily into Direct Marketing etc.

Trend over time and don’t forget seasonality

It is very important to trend conversion rate numbers with seasonality campaigns in mind. Pull trends looking at 13 months instead of 12, 5 quarters instead of 4, or 8 days instead of 7.

Start with overall site conversion rate

For example the goal, which has biggest impact on the bottom-line, is the visit to the ‘order confirmation’ page (the page which is shown to a visitor when he/she completes a transaction).

If you ignore this conversion rate and instead take the overall site conversion rate into account then you will never know how your website is really performing. So it is very important that you look at the conversion rate of each goal.

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You cannot begin to measure a conversion rate without a goal! It is very important that you start here first because it forces you to think about where the revenue or other outcomes will come from as it pertains to your web business.

Please share your thoughts via comments

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Finally, YouTube kids launched!! Hey parents what do you know about mobile app privacy?

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Already popular among teenagers, YouTube released a new kid friendly app with content for children. According to YouTube, year over year they have seen 200% growth in viewing time on their family entertainment channels. The app by Google will run on smartphones and tablets featuring original episodes of popular television shows for preschoolers, including Thomas the Tank Engine and Sesame Street, as well as content from the kid-safe channels already featured on YouTube. Great news for parents, now steering kids away from the not so sometimes safe content that shows up accidentally accessed by youngsters with limited user knowledge of the platform. https://www.youtube.com/watch?v=OUmMAAPX6E8

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Parents who want to limit their child’s screen time can control the app’s settings through a password; when a set amount of time is up, the app turns off and can’t be started again without the password.

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One important emerging issue is consumer privacy in marketing to children through mobile apps. According to the FTC (Federal Trade Commission) some apps might:

  • Collect and share personal information
  • Let your kids spend real money — even if the app is free
  • Include ads
  • Link to social media

What can you do to protect you and your family through mobile apps?

  • Learn more about an app before you download it, look at screen shots, read the description, content rating and any user reviews, and do some research on the developer.
  • You also can look up outside reviews from sources you respect. Before you pass the phone or tablet to your kids, take a look at your settings.
  • You may be able to restrict content to what’s right for your kid’s age, set a password so apps can’t be downloaded without it, and set a password so your kids can’t buy stuff without it.
  • You also can turn off Wi-Fi and data services or put your phone on airplane mode so it can’t connect to the Internet.

Among other rules, websites that cater to children must notify parents if they collect personal information. What do you think is the best way to keep up with kids’ apps?

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Snapchat’s new music feature!

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Snapchat’s newest update now lets you capture video while also playing music on your phone. You can simultaneously run audio apps, like Pandora and iTunes, while taping Snapchat video at the same time.

Snapchat launched in 2011 with a heavy emphasis on teen and 20-something users, and it has quickly gained traction over the past few years. Snapchat’s sweet spot is between 14 and 28, with a slight female audience. 50 percent of U.S. users aged 12 to 24 have tried Snapchat. The company now sits at 100 million active users with 50 million users in the U.S. The company has, so far, shown an interest in making music a deeper part of the Snapchat experience – and that’s something that also likely resonates with the younger demographic that uses the app most often.

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In order to record music with your snaps, you’ll need to have the latest version of Snapchat, version 9.2.0, installed on your phone. After that, just open up your preferred music app, start up a song, open up Snapchat, and start recording.

Last year in emails leaked via the Sony hack, it was unveiled that Snapchat CEO Evan Spiegel had been actively discussing ways to make Snapchat a better tool for promoting artists, and even toyed with the ideal of running its own label. http://techcrunch.com/2015/02/18/snapchat-now-lets-you-record-and-play-music-at-the-same-time/

What do you think will be next for Snapchat? Savvy music producers could create a platform for up and coming artist to showcase their talent, see example below:
In honor of today, Hip Hop united to remember the legend, Notorious B.I.G. This year marks the 18th anniversary of Christopher “Biggie Smalls” Wallace’s death, and every year a special tribute is made for him. This year, the Bad Boy general Sean “Diddy” Combs has set up the #MissingYouChallenge on social media.
The relationship that Puff and Big shared is one that could never be replaced, and with that, fans should accept this challenge as an honor. Diddy has been posting fans’ rendition of his classic “I’ll Be Missing You,” providing not only promotion of their talent, but keeping Biggie’s spirit alive on social media!
(SnapChat: PUFFDADDY and watch the competition on IG: iamdiddy).

http://thesource.com/2015/03/09/diddy-puts-out-the-missingyouchallenge-on-snapchat/

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Evian Water Viral Marketing Campaign

The inner child that keeps on giving

A clever idea and skillful execution is all it takes for marketers to cut through the clutter regardless of brand awareness or marketing budget. Viral marketing has become a widespread technique. The marketer creates the message and the consumer is the only one who can make it go viral. Here are the four rules of word of mouth marketing according to www.wordofmouthbook.com 

Rule#1: Be Interesting

Rule#2: Make it Easy

Rule #3: Make People Happy

Rule #4: Earn Trust and Respect

In April 2013 Evian created “Baby & Me,” which features adult actors who bear an uncanny resemblance to the tiny stars. “Baby & Me” notched 50 million YouTube views and 100 million total views within a matter of weeks. The company introduced a Baby & Me mobile app that enables iOS and Android users to “baby-fy” their photos, revealing their inner child, and share the results across Facebook, Instagram and Twitter using the global hashtag #evianbabyandme. http://www.entrepreneur.com/article/233207

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Most viral campaigns are one-and-done sensations, but Evian’s babies never seem to grow old. The ad went viral because cute sells and Evian knows it. They created a facebook page specifically for this creative campaign to entice people to like their brand. To build anticipation Evian posted a video preview to get fans excited and to start talking about the brand before publishing the video.

Because instant communications has become the new marketing norm viral marketing works well on the Internet. Marketers must simplify their messages so they can be transmitted easily to others and stay creative because only the very best campaigns will survive.

Evian is really trying to engage consumers to adopt the lifestyle of staying young at heart. The company did a great job of mastering two of the four rules of WOMM by creating an interesting video and it made people happy! What do you think?

Here is another cute video-Evian Spider-Man

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