The brain is truly the last frontier. Despite our focus on the “logical” brain, it turns out that 95 percent of our decisions are made pre-consciously and we only justify them after the fact, when we become aware of them.
The latest research in neuromarketing is giving us insights about how to influence and persuade people more effectively. Several recent research studies point to specific ways to make your online offers more compelling. The following examples are drawn from Conversion Conference keynote speaker Roger Dooley’s book “Brainfluence.” :
Most marketers understand that their marketing will achieve the best results when messages and offers are targeted to customer interests. And some marketers (although still, unfortunately, not enough) regularly include some level of customer preference or activity targeting as part of their overall program strategy.
Typically, targeting data is collected from web forms and preference centers, or by monitoring subscriber website engagement and purchasing activity. Today, however, with the rapid adoption of social networking across a wide range of consumer demographics, social sites offer marketers rich new sources of customer preference and activity data.
Brands tend to use social media in two ways: Read More
Now that TagMan has been tracking all the activity of some very big clients for a substantial period of time, we can provide some pretty definitive answers about how different campaigns appear in, and contribute to, the path to conversion.
From this data, we have proof that natural search and social media channels are vastly undervalued, while the effect of paid search is overstated…
There were many points to TagMan but one of the big ones was to enable clients to measure,at long last, the real role of individual digital channels in the complete path to conversion.
By housing all the tags from all your channels in one place, clients would be able to see actually where and how different campaigns appeared in and contributed to the path to conversion.
Then, they’d know the answers to some really important, but very difficult, questions.Here’s two of the biggest:
As Geo-targeting Drives Hypergrowth at Facebook, Groupon, Search Giant Supplements Science With Salespeople
After years of fits and starts, Google’s latest push into local online advertising suddenly looks serious — and even professed internet novices like Barbara Oliver are noticing.
The owner of an eponymous boutique jeweler, Ms. Oliver depends on advertising to drive people to her hard-to-find third-floor shop in Williamsville, N.Y., near Buffalo. Not satisfied with TV and other advertising on which she spent $40,000 last year, she hired a consultant who bought $50 a month worth of Google search ads targeted to an 80-mile radius around Buffalo and set up a web page in the Google Places local directory service. That netted her enough new business that she has slashed her other ad spending by 40%. “Now I’m getting more people who say they found me on Google,” Ms. Oliver said.
Some 6 million businesses worldwide have claimed Google Places pages.
Google aims to reach many of the millions of other businesses like Ms. Oliver’s that want to attract potential customers nearby. After failing to crack radio and print advertising several years ago and still struggling in TV ads, Google views local online advertising — both by national brands and by smaller businesses such as restaurants and plumbers — as a juicy target. “It’s a big focus for me this year,” said Susan Wojcicki, Google’s senior VP-product management and the search giant’s top ad products executive. “It’s a huge opportunity where we can do things we haven’t done before.”
Google in recent months has unleashed a flurry of new local services and ad formats and expanded others. In an especially noticeable change to its search results, last October it tweaked its search engine to make local businesses and listings, including Google Places, much more prominent in response to a likely local-oriented query. The same month, Google moved Marissa Mayer, its high-profile VP-search products and user experience, to VP-consumer products, where her main job will be developing new geographic and local services.
For those of you who missed it (and with 20,000 people registering for it I’m not sure who that may be) Hubspot’s Dan Zarella’s “The Science of Email Marketing” was a reminder that testing and optimization are a core best practice which will ultimately drive the success of any email initiative.
Not that the webinar was focused on testing. Instead, takeaways were presented with the caveat “this may or may not be the case for you” … which is another way of saying “test it and see what happens.”
Content was based on a mix of email data, Hubspot survey and focus groups results. Key takeaways include: Read More