Demographics Don’t Gauge Your Target Market’s Mood – Why That Matters

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Unknown-1In a climate ripe with data gathering and advanced analytics, the mood of our prospects isn’t often considered. We’ve come so far since the early days of advertising, yet in many ways we still rely on the yesteryear approach to marketing. Think about how we price advertising, which is archaic when you consider it’s best to buy ads one at a time based on analytic analysis. Equally outdated is the basic premise of demographics – a practice that begun in the 1920s – and it’s enduring focus on greater segmentation and third-party data collection with disregard to how we consume media in today’s economy.

In all of our advances, we seem to have missed the boat. Social media is the closest we’ve come to hitting the mark. Only in that arena do we realize that we have the means to speak to our prospects in real time. But, that’s where we tend to stop. We don’t acknowledge that that means we can advertise to prospects frequently, optimizing campaigns around prospects’ given moods.

If You Want a Personal Connection With Prospects, You Can’t Discount Mood

Much (if not all) of our segmenting is hard fact centered; we never consider mood. Yet, we increasingly want to use our technological advances to make a more meaningful, personal connection. It seems counterintuitive, and I’m not alone in this thinking.

We should be putting more emphasis on prospects’ given mood and optimizing from that vantage point. Media buys would then be adjusted to the content that speaks to the prospects’ moods, using real-time reactions. Traditional, long-held demographic segmenting practices alone will not get us where we want to go. We have to dig deeper and consider the moods of our prospects to reach them in a meaningful way.

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Is Amazon the Next Great Advertising Platform?

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Amazon continues to experience spectacular growth in advertising revenues, so it’s worth it for marketers to look into this option. Now, that task is even easier. Last week Amazon released its inaugural 2019 Advertising Forecast, which published the results of a survey of 681 digital marketers and advertisers to better understand the challenges and opportunities that Amazon advertising products present.

Here are highlights from the report that I think are worth sharing.

44 percent of Amazon advertisers plan to add campaign automation tools in 2019. While the report shows that currently larger companies with revenue greater than $25 million are using Amazon ad automation tools more so than smaller businesses (under $10 million), both categories are equal in their intentions to use automation tools in 2019.

The tools they intend to use include ones from Kenshoo, Splitly, Sellics, Seller Labs, Prestozon, Pacvue, PPC Scope, Helium 10, Adlucent, Jungle Scout and Ignite, as well as proprietary tools.

Marketers will benefit from keeping top of mind thatAmazon purchases are “bottom of funnel,” which means shoppers log on with a specific purchase in mind. There’s an opportunity to capture some market with “similar products” with an Amazon ad that Kenshoo supports.

Recognizing the potential on Amazon, there are an increasing number of tools being developed specifically for Amazon to help marketers. For example, Teikametrics offers a retail optimization platform that optimizes Amazon search term bids, product keywords and other search parameters, and also supports the deployment of Sponsored Brand ads. Teikametrics takes advantage of the fact Amazon is often both the inventory advertiser as well as the order fulfillment center. Using this tool, sellers can zero in on important metrics like how many ads to run if inventory is low, or whether it is better to increase advertising or lower prices.

As Amazon continues to invest in its advertising offerings, marketers are looking for tools that will enable them to effectively scale and automate their campaign management. Amazon’s 2019 Advertising Forecast signals there is a substantial opportunity for new tools to help marketers do just that and that we’ll likely see ongoing innovation in this area as vendors work to meet growing marketer demand.

 

How the Use of Emojis Can Improve Social Engagement

The beauty of emojis is that they enable us to communicate in ways we just can’t do with words. They also allow us to make an emotional connection, no matter how fleeting. This is why marketers are increasingly implement strategic (and restrained!) use of emojis in their communications to prospects.

And studies show they are making a smart move. In a recent study by All Academic Research, participants who were sent messages with emojis scored higher on memory than those who were sent messages without emojis. This indicates emojis are an effective marketing tool. The study also went on to report that the use of emojis works to portray businesses as friendlier.

In case you weren’t sold on the use of emojis in your marketing, check out these facts:

  • Emojis in a tweet can increase engagement by 4 percent
  • Emojis in a Facebook post can increase the number of likes by 57 percent
  • Emojis in a Facebook post can increase the number of comments and shares by 33 percent

There’s no reason you shouldn’t be using emojis to increase engagement. Here’s where it can get tricky. There are literally thousands of emojis to choose from, so choose wisely and use them judiciously. According to a study by HubSpot that looked at 19,617,281 HubSpot published posts across all social platforms, here are the top 10 emojis most likely to increase click-throughs:

At first glance, this is an odd selection, right? I’m sure you noticed that none of these emojis are faces, which really surprised me. This could mean it’s productive to use less popular emojis in your marketing strategy, for the novelty factor, which may be what helps drive engagement. So, pick unusual emojis that are relative to your content and use them sparingly.

 

Why You Should Use HTML for Your Marketing E-Mails

There was once a time when there was a valid concern regarding the deliverability of HTML e-mails, but that is no longer the case. So if you aren’t using HTML for your marketing e-mails, you should. Here’s why.

1. HTML Drives More Leads

With HTML you can build in interactive hyperlinks and calls to action that take your content to the next level, generating more leads and sales conversions than plain text ever could.

  1. HTML Is Responsive

Another advantage of using HTML is the fact you can offer an unsubscribe option. This gives your prospects the opportunity to opt out of future e-mails from you, so your list is comprised of only the best, most qualified leads who want to hear from you.

HTML also gives you the huge advantage of gathering analytics, seeing who engaged and how. This enables you to track and measure audience engagement and refines your e-mail marketing strategy based on what you find out.

  1. HTML Design Isn’t Busy

Often marketers worry HTML e-mails will be too busy. Not true. You can make HTML e-mails just as clean as plain text e-mail but with all of the added benefits HTML offers. In fact, HTML provides the perfect balance between effectively branding your company and controlling the content message, ensuring the content is the focus of the e-mail.

  1. Even HTML Design Must Follow Best Practices

When using HTML, you still have to follow best practices. Keep your design clean, your copy short, and your call to action prominent. Take advantage of analytics and test subject lines and offers to see what works best to get your prospects’ attention. Remember though to only test one thing at a time or you won’t know what impacted the results you see. Most importantly, always, always use a good e-mail list!

HTML is really the only way to go when it comes to sending your marketing e-mails, so don’t be afraid to use it. You won’t regret it!

 

How to Nurture Leads for Increased Sales

In order for any lead nurturing campaign to be successful, it must be part of a comprehensive plan. It cannot exist in a silo. It must be connected to your other lead gen programs and analytics. The beauty of e-mail campaigns is you can select exactly whom you want to send your message to. And you can help direct your recipients’ next step by sending them to your website or by offering a special download – something to engage them. Then, you can use analytics to determine each prospect’s level of interest based on their level of engagement.

You should qualify your prospects based on opens and clicks. Did they open the e-mail? Did they click through on your call to action? This is their way of responding to your e-mails, telling you if they are effective or not. So, choose your content wisely and make sure it’s relevant. Communicate about special promotions, events, offers, anything of interest to your prospects.

Another key to successful lead gen campaigns is to know your saturation point. Do you need to send weekly e-mails or does monthly work best? You want your e-mails to be a welcome sight in your prospects’ in boxes and not a nuisance. Lead nurturing is about engagement. You want to keep prospects as engaged as possible along their buying journey. You want to keep your prospects interested, show them you care, you understand their unique needs, and how your company can help.

Knowing where your prospects are in the buying process is helpful. And how they engage with your e-mails will help you determine whether they are gathering information, considering, or ready to buy.

E-mail lead gen campaigns enable you to learn more about your prospects so you can better communicate with them and nurture them throughout their buying journey. This helps you provide the right content at the right time, moving them down the funnel to a purchasing decision.

 

How to Make Your Prospects’ E-Mail Experience Better

E-mail marketing is so effective it’s easy to begin to think of it as simply an engine that drives your sales results. The problem with this thinking is that it removes the human element from the equation. And, the success of e-mail campaigns relies on the human element. Your e-mail must be a personal experience for your prospects. Here are four questions you need to answer to get you headed in the right direction to make your prospects’ e-mail experience better.

  1. Why did your prospects sign up to receive your e-mails?

You have to know the answers to this so you can make sure you meet those objectives. Then you begin the work of striking a comfortable balance between pleasing your prospects and driving revenue.

When you know why your prospects want to hear from you, you can create very strategic content so it’s not necessary to bombard your prospects with too many e-mails, which will only work to turn them off on your brand. Predictive modeling can help you further segment your prospects to ensure a better e-mail experience for them.

  1. How often do you think about your prospects when you develop your e-mail campaigns?

We’re all a little guilty of it. We fall into the trap of thinking of e-mail simply as a tool for driving leads. We sometimes forget that there are living prospects on the receiving end of our e-mails. And, e-mail is a great medium to really address your prospects’ different needs and wants, developing content that speaks to them. Always keep the human element in mind when executing your e-mail campaigns.

  1. Is your content hitting the right note?

I believe e-mail is a great way to have a personal conversation with your prospects. So, even when you’re announcing a special sale, a new product launch – whatever – you need to make sure you are keeping it personal for your prospects. Tell them why it should matter to them. This thinking should start at the subject line with a message that has meaning and relevance to the prospects receiving the e-mail.

Prospects only view your e-mails for a few seconds. To have impact, your e-mails must be “scanable” to easily determine value. Best practices really apply here. Often the urge is to overdesign e-mails, but you do so to your peril. Keep in mind that most prospects view your e-mail on a mobile phone. Keep reminding yourself of that when you’re tempted to keep adding to the design.

  1. Is how you’re saying what you’re saying making a connection?

It’s not only important what you say but also how you say it. The tone of your e-mail matters. The tone should be in line with your brand and reinforce how you want prospects to view your brand. There is a tendency to forget this when creating content for e-mail.

Your e-mails should also set a good customer service tone. Give prospects links to helpful or pertinent information. Don’t make them hunt for it.

E-mail is a personal medium that works wonders to drive leads and sales. It has a high ROI. Make sure you are using it to its fullest potential.