Author Archives: Roy Revill

Amazing things you can do with your mobile phone part 2

Back in 2016 we posted a blog showing you how powerful your mobile phone is. We showed you some of the amazing ways that you could use your mobile phone. From putting up a shelf, to finding out what famous person you look like – some ways more practical than others.

Just a few years down the line we have decided to look at what your mobile phone can do in 2018.

Technology has advanced rapidly in just a few years, getting more powerful and being more integrated in our lives now than ever. With our love for our mobile phone stronger than ever, we cannot go a few minutes without checking it.

On average people check their phones 150 times per day and spend 177 minutes using them (Device Atlas)

68% of phone users say they check their phone within 15 minutes of waking up (Device Atlas)

Below we have picked a couple our favourite ways that you can use your mobile phone, along with a few fun ways.

It would probably be easier to list the things you couldn’t do with a mobile phone . . . That is, if there is anything you can’t do with your phone now!

Control your home
Gone are the days where you get home after a long day at work to a freezing house. Now you can turn your heating on from work using your mobile phone. Some of the other things you can do to your house whilst at work or out walking are:

Lock your front door – That’s right, forgot to lock your front door? A simple tap on your phone and it’s locked. No more worrying if you have locked the front door.

See who is at your door – There are apps that allow you to remotely see who is at your door when you are not in. Meaning you can tell the mail carrier to leave your parcel next door.

Turn on your lights – You can now turn on your lights using your smartphone. This does require smart lightbulbs, but it does mean you don’t have to get out of bed to turn the light off.

Pay at the till
No longer do you have to carry a wallet around with cash and all your cards in. With the majority of shops now taking contactless payments, you can now pay with your smartphone. Just add your cards to your phone via an app, and then swipe your phone at the till. Meaning you can pay for your groceries or a new pair of shoes with a simple tap of your smartphone.

Virtual reality
Virtual reality has been around since the late 1900’s but it has really taken off in the past few years thanks to the power and capability of the smartphone. Now you can teleport to the movies, take a ride on a rollercoaster, or even relax on a sunny beach (weather not included) all using your mobile phone.

Alert you when your milk has gone off
Researches at MIT have developed a sensor that can be read by a smartphone. This can detect ammonia, cyclohexanone, hydrogen peroxide, and other gases. Meaning no longer do you have to pour yourself a glass of milk and get halfway through it before thinking something tastes odd.

Start your car
Just like you can do with your house, you can lock and unlock your car with your phone. And guess what, you can now start your engine with a simple tap on your smartphone. There is an app that can start your engine, heat up or cool down your car before getting in, and even locate where you have parked it.

Use your mobile phone on an airplane
Just 2 years ago you were not allowed to use your mobile phone on an airplane, something to do with the signal waves interrupting the planes computer and radio. Now most long-haul flights have built in WI-FI and they don’t mind you using your phone to watch movies or play games.

 

We already love our mobile phone more than anything else in the world, and with the sheer number of new things you can do on or with your mobile phone, we are sure that in only a matter of time, you will won’t need to carry anything else.

Yubico Delivers Passwordless Login for Enterprise Authentication on Windows 10 Devices

Yubico — a provider of hardware authentication security keys — has announced that the new Security Key by Yubico supporting FIDO2, will be supported in Windows 10 devices and Microsoft Azure Active Directory (Azure AD).

The feature is currently in limited preview for Microsoft Technology Adoption Program (TAP) customers.

This means that organizations will soon have the option to enable employees and customers to sign in to an Azure AD joined device with no password, simply by using the Security Key by Yubico to get single sign-on to all Azure AD based applications and services.

Yubico is demonstrating the power of passwordless login with the Security Key by Yubico and Windows systems at this week’s RSA Conference 2018, booth #S2241.

“Microsoft’s FIDO2 implementation using the Security Key by Yubico is just the beginning of a passwordless world; there are no limits as to where this technology can take us,” said Stina Ehrensvard, CEO and Founder, Yubico. “Passwords have been an age-old pain point for both individuals and organizations, and now, we have developed a unified open standard that can finally solve the problem at scale.”

The post Yubico Delivers Passwordless Login for Enterprise Authentication on Windows 10 Devices appeared first on Mobile Marketing Watch.

Smart WiFi in Pizza Dominium restaurant chain

Pizza Dominium chain is using Social WiFi for all its restaurants.

Social WiFi will allow us to interact with our customers, understand their needs, prepare dedicated offers, measure their satisfactions and, most importantly, encourage them to return and build loyalty. Social media and TripAdvisor Review Express integrations are particularly important to us, says Renata Maroszek, Marketing & Sales Director of Pizza Dominium.

Artur Racicki, Social WiFi CEO added: We are proud of this collaboration. Research shows that restaurants offering free WiFi are far more attractive to customers. Satisfied visitors are not the only benefit for the venue; our services allow for interaction with the customers, gathering and analysing data, as well as conducting targeted marketing communication, all resulting in increased revenue.

Pizza Dominium owns 66 casual dining restaurants across Poland. The first venue opened in Warsaw in 1993 and since the beginning has been serving pizza based on the best original Italian recipes and this tradition continues to this day. Dominium has over 30 kinds of pizza and other Italian dishes, including pasta, salads, snacks and Italian desserts.

Social WiFi is an innovative tool for marketing and analytics, allowing for customer identification and profiling through WiFi networks. The platform enables two-way communication, measuring customer experience and building loyalty in hospitality and retail sectors.

The post Smart WiFi in Pizza Dominium restaurant chain appeared first on Social WiFi.

Data + Scale + Exclusivity = Luxury Pavilion

If you’ve never heard of Luxury Pavilion it’s likely because you are, as I am, not qualified to be part of it. No need to get bent out of shape though, even if you are part of the upper-est tier, the only way to get in is through invitation. I’m still waiting by the mailbox for mine.

By Wise Marketer Staff

Exclusivity, as a loyalty trigger, has been known and applied for eons – it’s not a new notion by any means. But exclusivity enabled by technology and powered by one of the world’s greatest data caches – that’s something to talk about.

According to Glossy, “Nearly a year after rolling out its high-end brand hub, the Luxury Pavilion, Tmall is building a luxury loyalty club to offer more benefits to the 100,000 Luxury Pavilion customers who spend more than $159,000 per year through Alibaba.” For context, the average Amazon Prime member spends just north of $1,300 per year – you get the picture. Side note: On Tmall, millennial customers account for about half of Luxury Pavilion’s clientele. Yes, millennials.

The new Luxury Pavilion Club offers those top-tier customers a suite of benefits that includes:

  • exclusive sales
  • event invites
  • flexible payment options
  • first access to new products, and more.

There are two tiers to the program, with a premium membership providing customers with a personal shopping concierge and offline perks like spa sessions and hotel stays.

Aside from shear scale, on the face of it, Luxury Pavilion is just the latest iteration of a time-tested tiered loyalty program. But look at the engine that powers it and you start to see orders of magnitude that really have never existed before.

To wit – there are 500 million users on the Tmall platform – the underlying tech that enables Luxury Pavilion. According to Jessica Liu, president of Tmall Fashion and Luxury, “Tmall is using machine learning to not only identify luxury customers but also to predict the brands and items they will be most likely to purchase. Through Tmall’s brand dashboard, brands can identify customer behavior across online and in-store channels. Premium members also get access to a personal shopper who can make purchases and returns in local stores on their behalf.”

Liu continues, ““In traditional retail, it takes incredibly long to get customer feedback. You design, you ship to a retailer, they sell to the customer — it takes months,” said Liu. “We open the data feedback loop as soon as a product goes live on the site. You can react immediately. Quick feedback is very important today, because the consumer is changing so quickly.”

Alibaba has already proven that it can squeeze the right juice out of the massive data trove it controls – can their luxe effort meet those same standards?

The post Data + Scale + Exclusivity = Luxury Pavilion appeared first on The Wise Marketer.

3 Keys to Maintaining Your Business as Marketing Budgets Shrink

It would seem that marketing budgets are the first to go on the chopping block when performance isn’t what’s expected in Q1. After marketing budgets saw a modest increase in 2017, Unilever announced for 2018 that it was cutting its ads by 30% and that it was slashing the number of agencies it works with by half. P&G made a similar statement, saying it was reducing agency and production fees in its $7.1 billion annual budget.

As two of the biggest advertisers in the world, these announcements sparked more than a little consternation among marketing agencies. If budget cuts become commonplace, agencies may find themselves in conflict with their clients. Why? Because as budgets are dropping, the cost of talent is on the rise.

The Hidden Costs of Budget Cuts

With multinational brands of Unilever and P&G’s size scaling back, things could become unwieldy, so regrouping makes sense. But brands can’t achieve a satisfactory return on investment without efficient tactics, and agencies often play a role in ensuring that brands get their advertising right. An agency’s job is to grow its clients’ brands, which comes at a cost. Ultimately, though, those investments should yield profitable results for both the client and the agency.

When brands decrease their marketing spend, the squeeze extends to their bottom line. For example, Blue Apron Holdings cut back its marketing budget by 43% in response to investor demands. After, it saw a 9% customer decline within a single quarter and shares dropped.

Such losses should serve as a cautionary tale to other brands. Unfortunately, many executives still view marketing as a discretionary cost instead of a return on an investment. Many leaders also fail to recognize the continued relevance of in-person talent. The growing emphasis on intelligent automation, such as smartbots and other “always on” tools, may give clients a skewed perception of the marketing process. They expect agencies to move faster and operate less labor-based models, not realizing that strategy, creative production, and insight extraction are still very much human jobs.

That’s not to say that there aren’t opportunities for cost savings. There are always ways to operate more efficiently. But slashing budgets and demanding faster, more automated work is not a way to increase profits. If anything, it’s a surefire way to watch them fall.

Automation Isn’t the (Only) Answer

One reason for client frustrations is a lack of understanding regarding the manpower needed to execute a successful campaign. Automation is a great tool for enhancing marketing strategies and gathering data. But you need people to develop those strategies, track those analytics, and find patterns in the information being gathered.

Every project requires some level of senior oversight, which increases its cost. But new data-driven strategies demand even more personnel. In addition to the marketing and management associates, you also need data scientists who understand how to use and interpret predictive analytics and other insight-gathering technologies.

A new report shows that creativity doesn’t get brands very far without real investment in these other areas. A campaign might be clever or profound, but its potential impact is wasted if it’s not backed by a realistic budget and smart analytics. Brands that approach their marketing budgets with a short-term view will pay a significant cost in terms of customer retention and conversions down the line. Marketing is an investment, and it should be treated as such.

Coping With Budget Constraints

When agencies and clients have to go back and forth over budgets, they miss valuable opportunities to connect with audiences and drive growth—which is the point of the relationship in the first place. The agency might feel undervalued while the client feels nickeled-and-dimed, and, ultimately, enthusiasm for the campaign wanes. No one wins.

Brands that want to better navigate these sensitive conversations so everyone achieves the desired results should follow these three strategies:

  • Outline the budget at the outset

 Agencies can be uncomfortable discussing money for fear of upsetting the client, but it’s better to get any issues out in the open early rather than derail a campaign in its later stages. Be clear about the numbers and what those prices include in terms of services and support. Ask clients to be specific about their budgets, and address any discrepancies outright. Talking money at the beginning allows both the client and your team to focus on building an exceptional, results-oriented campaign.

  • Hold regular meetings to discuss key performance indicators

 After the initial negotiations end, the financial teams for both the agency and the client typically step away. The only time they’re brought back into the loop on KPIs is when it’s time to see whether an incentive was met. However, everyone involved in the contract process has a vested interest in the campaign’s success. Regular meetings to review KPIs not only ensure that everyone is on the same page but they also help you spot potential problems well before they happen. According to a United Kingdom-based study, 62% of clients say they struggle to achieve their KPIs through agency partnerships, and 72% of agencies make the same complaint about their clients. Regular communication can alleviate these pain points and enable both parties to work harmoniously together.

  • Emphasize and clarify the ROI

You should be clear on the expected return on investment before you sign a contract. The last thing you want is to realize you can’t deliver on the client’s expectations or that the agreed-upon budget falls far short of your needs. Establish the forecasted ROI, then track spending on these goals as though you were using your own company’s money. When you take on a client’s project, you must take ownership of it, which is why knowing the end game is so critical.

Ultimately, everything comes down to ROI. Brands are wary of spending on agency services because they’ve been burned in the past or don’t see the value. If you consistently deliver results and drive up their profits, brands will continue to spend.

The post 3 Keys to Maintaining Your Business as Marketing Budgets Shrink appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

25 Customer Engagement Strategies & Tips from the Pros

A great customer engagement strategy is key to closing a sale and building customer loyalty. And because 80% of consumers are more likely to do business with a company that offers personalized experiences, every business owner should make a serious investment in providing channels of communication to their customers. However, there is no cookie-cutter strategy…

The post 25 Customer Engagement Strategies & Tips from the Pros appeared first on Fit Small Business.

The Text Marketer Flash Sale! Get 10% extra free SMS credits

We like to think we go that extra mile in everything we do here at Text Marketer, we make sure our platform Message Box is packed full of amazing free features for you all, we keep our prices incredibly low and our level of customer service extremely high, helping you out in anyway we can…

And every now and again we like to offer you, our amazing customers an amazing deal.

On extremely rare occasions (and we mean extremely rare), the networks offer us reduced price on SMS credits for a very limited time. And instead of bouncing round our office and treating ourselves, we like to pass those savings on to you!

So for a very very limited time we can offer you a fantastic little Flash Sale…

Purchase 1,000 credits or more and we will add an extra 10% of free SMS credits to your account. Offer ends Monday 30th April – so be quick!

It’s simple… The more credits you buy… The more free ones we give you!

To claim, forward your invoice to [email protected] with the header FLASH – the offer CANNOT be used with any existing offer or discount, but it can be used multiple times during the period.

The Unique Battleground of Mobile Fraud

The following is a guest contributed post from David Sendroff, CEO, Forensiq by Impact

Ad fraud is an issue known to almost every digital advertiser and agency, thanks in large part to industry-wide efforts to educate the buy side and combat the issue. In fact, bad actors stole more than $6.5 billion from advertisers in 2017, according to the Association of National Advertisers. Now a new study conducted by Forrester for AppsFlyer found that mobile app marketers were exposed to between $700 million to $800 million in ad fraud in Q1 2018, an increase of 30% compared to the same period a year ago. The data points to the share of fraudulent app installs increasing by 15%.

Surely, as more ad spending is poured into mobile formats, we see the nature of ad fraud is changing dramatically. However, while many marketers have come to understand the issue from a desktop perspective over the last few years, the mobile platform presents bad actors with a completely different way of defrauding advertisers, app makers, and consumers alike.

An industry-wide lack of understanding of this unique landscape has created an environment ripe for fraudsters. Bad actors gravitate towards less-understood channels and take advantage of their complexities and the industry’s knowledge gap to defraud advertisers. Accordingly, mobile is the new battleground.

Bad actors perpetrate fraud in the mobile world with far more sophistication, which makes it crucial that everyone involved in the ecosystem make themselves aware of what fraud looks like and how it works. Here is a look at two categories of fraud in which we are seeing new variations of mobile in-app fraud emerge:

Impression Fraud

Fraud happens on mobile devices for many of the same reasons it happens on desktop. Programmatic technology, or the automated process of moving an ad from purchase to delivery, certainly plays a role in making mobile environments vulnerable to fraud.

Impression fraud occurs when fraudsters inflate the number of apparent users their apps attract, the number of ads they deliver to a given user, and the price they can demand per ad. And while the fraud techniques that are pervasive on the desktop web are also pervasive on the mobile web, in-app environments pose different threat levels. Since an app (unlike a web-page) is a discrete piece of software capable of altering a user’s device (e.g., by preventing it from sleeping) and reporting personal data (e.g., the user’s geographic coordinates), in-app environments are quite distinct from either desktop or mobile web. Therefore, the new types of fraud that are popping up are unique to the in-app environment.

Bad actors can run armies of fake devices, known as device farms, to make it seem like they have far more real users than they do. They can also program apps to request ads at much higher rates than normal, hijacking legitimate devices to transform them into impression-generating machines that hide the majority of impressions from view. Finally, to increase CPMs, fraudsters will use fake metadata, such as falsified location information, to deceive programmatic buyers into thinking that their app is desirable or that their app visitors (whether they are real or fake) are high-value users.

In order to evade detection, fraudsters use a number of spoofing tactics, in particular spoofing the device and app information. This allows the fraudster to fake or misrepresent the device information sent through a bid request, or make it appear that the fraud is coming from another app.

Install attribution Fraud

The impression fraud described above bears similarities to desktop fraud. But mobile is different in that marketers are often trying to get new users to install an advertisers’ app directly onto a device, and the install market grew to $7.6 billion in 2017, according to eMarketer. Attributing this success is a huge part of the performance marketing landscape, and it creates an opportunity for fraudsters to capture some of this growing market.

In a typical customer conversion path, the consumer is exposed to a number of touchpoints before making an install. Attribution models decide how much credit to allocate to each touchpoint for driving the app install. Install attribution fraud is when unscrupulous partners or affiliates receive credit – and the associated revenue – even though they played no part in driving the app install.

They’re able to do this because many advertisers still focus on the simplest of models: last-click attribution. The fraudsters inject a fake click event into the user’s conversion path, ideally right before the install, so that they receive credit and steal revenue. Bad actors are even able to take credit for organic installs – those that happen without the user being exposed to a branded message – something the advertiser others would not have had to pay for.  

Advertisers can do a few things to protect their brands against mobile ad fraud. First, they can educate themselves, and demand clarity and transparency from their ad tech providers and fraud vendors, in particular. That means asking the right questions such as: Do they have a track record in handling mobile fraud? Do they examine the entire marketing funnel for fraud? Are there viewability measurements based on valid human traffic vs. invalid or automated traffic? And are they looking at all types of spoofing such as device ID, location, and hardware spoofing, for starters. Those are just a few of the questions advertisers should be asking.   In addition, advertisers need to monitor incoming traffic and ad data to ensure humans not bots are viewing ads. Establishing a cross-device strategy is also important because most of us use three or more different devices.

The post The Unique Battleground of Mobile Fraud appeared first on Mobile Marketing Watch.

Uber’s new debit card aims to build driver loyalty

The mechanics of co-branded cards are well known and well-debated in loyalty circles but most everyone who pays attention to these things would agree that your chances of success hinge largely on your ability to sign up an already engaged cohort.

By Mike Giambattista

Perhaps you’ve been bombarded (as I have) by the onslaught of emails offering any number of sign-up bonuses when I become an Uber driver. At this moment, Uber offers outnumber Viagra offers by a margin of almost 2-to-1 in my spam folder. Little do these people know that my driving record would easily DQ me from membership in their esteemed program. The point is – Uber, Lyft and the like are in a constant and aggressive battle to find and retain drivers.

But Uber may have something here.

As of April 24, the new Uber Visa debit card from GoBank replaces the oft-maligned Uber Fuel Card and brings with it a package of perks that are specifically designed to appeal to Uber drivers.

According to Uber’s own description, “ … you can earn 3% Cash Back on gas when you use your PIN at the pump at Exxon and Mobil stations, 1.5% at all other gas stations, and more. Plus, there are no annual or monthly fees!” There are other perks as well, including the fact that the new card can be used anywhere Visa is accepted as opposed to the more limited parameters associated with Uber Fuel Card.

According to Mashable, “The card offers 3 percent cash back at Exxon and Mobil gas stations, and 1.5 percent at other gas stations. Discounts at Jiffy Lube and Advance Auto Parts also make sense for a driver putting a lot of wear and tear on their vehicle.”

The benefits are fairly straight-forward. There is no minimum-balance, no overdraft fees, no setup fees, or monthly or annual fees.

PYMNTS.com reports that other perks include “ …24/7 roadside assistance from Urgent.ly, covering tow, tire change and other fixes for $0.49 a month with sign-up; free withdrawals at tens of thousands of ATMs nationwide and the ability to cash out earnings on Instant Pay for free up to five times a day.”

“People tell us they drive with Uber to earn on their own terms. The Uber Visa Debit Card and checking account offers a simplified banking solution that helps people who partner with Uber keep more of what they earn and earn more for what they spend — on and off the road,” the company said.

Let’s see if Uber’s debit card foray delivers as expected. Our view from the sidelines looks promising.

Mike Giambattista is Editor in Chief at The Wise Marketer and is a Certified Loyalty Marketing Professional (CLMP).

The post Uber’s new debit card aims to build driver loyalty appeared first on The Wise Marketer.

How to Make a WordPress Website

Creating a WordPress website is a 3-step process: you need to sign up for hosting, choose a WordPress theme, then customize the theme to design your site. While all of this can technically be done for free, most businesses will pay a small monthly hosting fee (~$3/month) in order to use their own domain and…

The post How to Make a WordPress Website appeared first on Fit Small Business.

Hacked Site Manual Action Report from Google? Try Bing To Find It

While procrastinating last Friday afternoon, I noticed a distress call show up in my Twitter feed:

Now Marie and Alan are both fine SEOs, but I’ve got to admit when I saw this I had a moment of professional #jel. I mean had Rand not seen The Ultimate List of Pharmaceutical SPAM Keywords? Had Rand not listened in on last week’s phone call with a prospect who wanted to know why his site didn’t show up in Google, where I mentioned that perhaps showing Google content about online casinos was not necessarily hitting the buyer’s journey for a medical waste management site? I mean had he not seen Wix’s Real SEO Heroes #NSFW?

Now that I have the internal linking out of the way, let’s get back to our original programming.

So @Amy91485 was thinking that because their implementation of an A/B test happened right before they got notified of the hack by Google, that it must have been related. But that sounded fishy to me. As the master himself likes to say:

So I jumped into the conversation and had Amy DM me the notification, which specified the hack was on a subdomain of their site which Amy said was no longer in use.

Now as I demonstrated in the Pharmaceutical SPAM post, a quick way to detect a site has been hacked is to search Google for site:subdomain.site.com + typical SPAM keywords. But doing this with Amy’s site not only yielded zero SPAM results, it yielded zero results for the hacked subdomain. This may have been because Amy and team had already shut down the subdomain (which basically solved the hack issue) and/or Google may have deindexed the hacked content once it was detected. So if you looked at Google there was no way to identify the hack and apparently they couldn’t (or didn’t want to) figure it out by searching through their code.

But all they had to do was the same site:subdomain.site.com + typical SPAM keywords search on Bing which hadn’t notified them of the hack and may not be as speedy about purging these results. In about five seconds, I found the evidence of the hack and DM’d it to Amy.

So in the future if you get a hacked site manual action notice from Google and you can’t find the evidence of the hack, check Bing.

Or maybe protect your site with something like CodeGuard and you won’t have to worry about it.

 

The post Hacked Site Manual Action Report from Google? Try Bing To Find It appeared first on Local SEO Guide.

The 3 Topics Marketers Care Most About In 2018

There has never been a more exciting time to be a marketer. With notable industry-wide changes, big questions loom in the minds of marketers everywhere. You’ve got social selling, the resurgence of email marketing, new regulations, and countless others. We looked to you, our readers, with a recent content subscriber survey to find out what subjects are top-of-mind for you right now so we can deliver more of what you want to hear about.

In this blog, I’ll cover the three areas of focus you told us were most pressing and how you can gain additional knowledge to move ahead.

1. Marketing Measurement and Analytics

The primary focus and concern for marketers is having a definitive method to measure effectiveness. Marketing attribution proves a tangible method of determining how much pipeline can be attributed to specific campaigns. Knowing which campaigns and programs are responsible for downstream revenue is critical to help marketers make more informed decisions in campaign strategy and budget/revenue forecasting.

As marketers begin to gain a basic understanding of attribution, increases in available channels at the average customer’s fingertips makes determining the effectiveness of each touchpoint a challenge. Thankfully, there is a pivot in the industry from single touch attribution—attributing all revenue to a single touchpoint—towards multi-channel attribution models, which use customizable models to attribute specific touchpoints and behaviors with a certain percentage of total revenue. This approach helps companies to be very granular and specific in their reporting and encourages accurate data-driven decisions around future campaigns.

If you’re interested in staying up to date on the latest attribution trends, join us at Marketing Nation Summit 2018, where Vivek Sinha, lead project manager at Marketo, and Ajay Awatramani, senior director of product management, will share details around the latest attribution solutions and industry best practices.

Regardless of where you are in your career, having a strong attribution solution should be the backbone of your marketing efforts. Without having quantifiable standards to measure—and defend, when necessary—your team’s share of revenues, the value your team drives year-over-year is at risk of going unnoticed or underappreciated across your organization.

2. Content Marketing

In the age of a million competing voices, thought leadership has become a fundamental piece of any marketer’s toolkit. Creating an aura of industry knowledge around your brand via assets like whitepapers, webinars, live social media sessions, and more is a surefire way to differentiate your organization. Claiming such a title is a long, thoughtful process that many companies mistakenly try to expedite. As author and strategist Daniel W. Rasmus explains, “successful thought leadership does not arrive with a published idea linked to a hope that someone will recognize brilliance and sweep your firm from obscurity into industry prominence. Establishing a firm or an individual as a thought leader requires consistent, diligent effort.”

Understanding the knowledge your audience is looking for and gaining the necessary expertise to deliver it is a time-intensive process, one that can only be crafted one piece of content at a time. With that said, the ROI on this investment of time and resources can heighten the trajectory of a company’s success, hence the increased level of interest amongst marketers this year.

An abundance of content marketing savants will be speaking at this year’s Marketing Nation Summit, including Nick Westergaard, chief brand strategist at Brand Driven Digital. In his session “Brand Now: How to Stand out in a Distracted, Digital World,”  he’ll outline the keys to B2B digital storytelling, as well as how to establish an internal brand that drives your company’s culture.

3.  Email Marketing

Email is every layperson’s favorite topic to bash and every marketer’s favorite to defend. Email marketing is not dead, but it is undoubtedly evolving. It’s a hot topic in 2018, and with GDPR regulations looming, marketers are seeking clarity in deliverability and compliance best practices. Ambiguous information is not an option for these high-stakes regulations, explaining the high level of interest in the matter.

Luckily, there are many informative sessions scheduled at this year’s Marketing Nation Summit. In particular, we’ll hear from Michelle Miles, Perkuto’s VP of consulting services, who will be presenting “Fearless Marketing in a GDPR World: Tips to Thrive Amidst New Regulations.” Learn how GDPR impacts marketing automation, cookie law, and your lead database, helping your team to not just survive, but thrive in the permissions-based world we’re in today.

Additionally, you can increase your understanding of deliverability best practices with SendGrid’s Jacob Hansen and Matt Rushing. Their session, titled “Inbox Providers Don’t Hate You, They Just Like Your Recipients Better” will offer context around how inbox providers judge your content as well as practical ways to impact your deliverability success.

Actively seeking knowledge around the dynamic standards of marketing is a critical trait of any fearless marketer. It’s easy to get intimidated by such seismic levels of change, but knowing there’s a community of marketers facing the same challenges head-on can be empowering. To learn from thousands of the world’s most cutting-edge marketers on these topics—and many more—join us at Marketing Nation Summit 2018 in San Francisco April 29-May 2.

The post The 3 Topics Marketers Care Most About In 2018 appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

Why Sports Illustrated Is on the Right Track by Integrating AR

The following is a guest contributed post from Tom Farrell, the vice president of marketing for the mobile marketing and consumer engagement platform Swrve.

Augmented reality (AR) is hardly news by this point. The Pokémon Go craze has been and gone, and if you haven’t taken a selfie with the Snapchat AR flower crown, what on Earth have you been doing? As all tech trends eventually do, AR has come to the point where its sheer newness is no longer enough to get people hyped up. As a result, in order to become more than just another futuristic gimmick, AR needs to be integrated into users’ daily lives in a way that is useful; it must enhance their experiences rather than just being used for software showboating. In particular, AR opens up interesting new monetization opportunities for publishers.

One of the most extensive recent examples of just how many options AR can offer comes from Sports Illustrated, which has introduced several AR and virtual reality (VR) features as part of its famous swimsuit issue. There interactive spread includes a 360-degree VR tour of the photo shoot; Snapchat lenses that use AR to turn the reader into one of the models; AR-activated pages that readers can scan to bring to life; 3D holograms; and more. What makes Sports Illustrated’s AR application particularly notable beyond the sheer number of different features is the way that these integrate into the print and web editions, becoming part of the publication rather than replacing it.

These features are likely to drive revenue in two main ways, with the first (and most obvious) being by boosting the amount of time that people are engaged. In the same way that most of us are likely to spend longer playing a video game than looking at the cover of its box, creating actions that the audience can carry out and ways that they can interact with the material mean that they’re likely to spend more time engaging with the issue’s content.

Second, the AR features require readers download the LifeVR app, which increases the number of engagement channels, as well. By incentivizing engagement with the app through an exclusive experience, acquisition is more likely to be encouraged than by any amount of “download now!” messaging. In fact, to get the most from these AR and VR experiences, readers are encouraged to engage with the print magazine, website and app, tripling the reader’s total contact with the brand. These added features offer a way to revitalize the print medium, bringing readers of the magazine into the app, and users of the app back to the magazine. Having the app on readers’ phones means that they’re more likely to engage with the brand in the future. Because the LifeVR app features several publications from the Life brand, it’s also an opportunity to cross-sell users on to other titles, too.

For publishers, increased brand engagement time is particularly crucial since apps are a prime platform for monetization. If a publisher’s content is monetized by upselling readers to subscriptions or premium packages, then using the app to deliver these interactions means that the publisher’s approach can be much more targeted and much more effective. If monetization relies instead on showing advertisements from other businesses, these, too, can be optimized through the app by timing them to cause the least disruption and, therefore, to support maximum customer retention. With ad blockers becoming increasingly common, the ability to have full control over the ads shown through apps is particularly valuable. Essentially, having more readers spending more time in the app translates to more advertising revenue, and Sports Illustrated’s use of AR features is a great way to do just that.

Sports Illustrated is on to a winner here. Readers get a more dynamic experience that they’ll want to share and spend time engaging with, and publishers increase brand exposure, which can increase revenue. We predict AR will be an area of growth over the coming months, as applications like Sports Illustrated prove to bring real benefits beyond its original clickbait appeal.

The post Why Sports Illustrated Is on the Right Track by Integrating AR appeared first on Mobile Marketing Watch.

White Paper: Lasting Loyalty in the Smartphone Age

The era of the smartphone is well underway, as our ubiquitous handhelds are becoming more and more central to our daily lives. As a result of this, the loyalty landscape is increasingly being reshaped for mobile enablement. Some key trends are emerging in the wake of these changes, and Snipp Interactive has put together this handy guide for brands and agencies as they incorporate mobile tools into their loyalty programs.

What you’ll learn:

  • How customers prefer mobile loyalty, but via the digital channel of their choice
  • Why it is so vital to tap into social media when building mobile loyalty
  • Why AI and IA are the future of mobile loyalty
  • Examples of successfully implemented mobile loyalty programs

This content is sponsored by Snipp Interactive.

The post White Paper: Lasting Loyalty in the Smartphone Age appeared first on The Wise Marketer.

Top 27 IT Marketing Ideas From The Pros

IT providers are constantly in a rush to keep up with the changing trends of their industry in an effort to reach their target market. This makes marketing for IT companies as dynamic as it is demanding. We recently reached out to top professionals in the IT and marketing industries for their best IT marketing

The post Top 27 IT Marketing Ideas From The Pros appeared first on Fit Small Business.

Google’s Love/Hate Relationship With Being Human

So I do Google Opinion Rewards to earn Google Play Credits to play Final Fantasy Record Keeper. If you grew up gaming in the late 80’s early 90’s I highly recommend checking it out. Anyway, I was going through a survey this morning and after the first question of “What Types of Searches” have I done this week, it got really really interesting. Google Opinion Rewards are normally anything but interesting, the last one asked me if I had visited a Kohls or some other department store in the last month (spoilers, no). The 2nd, 3rd and 4th question on the interesting survey are below:

 

 

 

 

3 of 44 of 4

I honestly did a double take as I didn’t expect this to be used to train Google’s ML/AI stacks, though honestly, it makes perfect sense. It’s easy to fire off a survey to a reasonably sized population (as of this writing it has 587,977 reviews on the Google Play Store). On top of that, it costs them as little as .10 cents a survey to be able to help with understanding searcher intent, query disambiguation and potentially other problems that arise when a machine is in control of search.

In fact, as an outcropping of the holocaust debacle, they announced that they would better train the machines to spot offense queries. Looking at the 3rd screenshot, you can see that they are doing just that in a particularly heavy-handed and IMHO irrelevant way. Search queries are rarely offense in and of themselves, context is important for understanding language in the first place. This is why things like structured data are so critical for the future of search as they provide context. 

Google’s Love/Hate Relationship With Humans

Google has long rejected “manual” solutions to problems, as their response to the holocaust debacle shows. I think this is a problem with company culture, as Mike Blumenthal recently wrote:

“The algo is god and that puts the damper on putting real, trained humans on the task.”‘

One of the reasons I love Mike’s work is that he never fails to keep Google in the proper context. They are a billion dollar mega-corporation that is legally driven to provide value to their shareholders and they primarily do this through selling ads. Other products like Nest, Google X etc made less than 1% of total revenue, while ad sales made up ~90%. So when a massive ad network fetishizes everything as a software problem, and has the ability to execute on them, that leads to some really bad outcomes.

A perfect example is Google Photos labeling black people as Gorillas because of their AI/ML stacks. The racist history of comparing black people to primates is a distinctly human problem and one that needs to be addressed at the human level. This is why more and more social science scholars are calling for inclusive teams as a way to combat the bias of applications mainly written by white men. I highly recommend checking out Safiya Umoja Noble book “Algorithms of Oppression” for a deeper dive in the subject matter. Just look at how a former member of the Google Webspam Team views how that team operates:


Honestly, I think this view fails to properly grapple with human nature. Humans are flawed, they do stupid things. When given lots of power these stupid things can have massive repercussions. Edward Snowden made us all acutely aware of how this works with the NSA, where lack of oversight and transparency led to individuals abusing their power and public trust. Google’s is not very transparent, Google does not have 3rd party auditors to make the public feel safer about abuse.

This is IMHO why Google needs to be regulated, but that is a subject for a different post.

So What Does This Mean For SEO

Seriously, don’t trust the machine to get it right. They may sometimes, other times they will fail. When they fail you aren’t going to get any help or support from them because that’s a human solution instead of a programmatic one. Google regularly rolls out changes and updates that affect the livelihoods of hundreds of thousands of people. What do you think their acceptable failure/defect rate is for search changes? 20%? 5%? Either way, people on the edge or who may be wrongly affected have little recourse in order to rectify their plight. And a lot of times, it’s not even an accident. Maybe they intentionally crushed your business, but don’t worry, it isn’t personal. Just gotta keep people on a SERP page and sell more ads.

If your SEO strategy is “Google will get it right most of the time” and you are in that 5%/20% bucket, my condolences.

The post Google’s Love/Hate Relationship With Being Human appeared first on Local SEO Guide.

5 Reasons to Attend Marketing Nation Summit

I am a Marketing Nation Summit veteran—this year will be my 5th Summit—and maybe I say this every year, but it’s FOR REAL this year—2018 is going to be the best Summit yet! The marketing team at Marketo has put together a lineup of sessions, entertainment, and keynotes that are totally going to give you FOMO (fear of missing out) if you don’t join us.

If you’re a newbie to Summit, think of it as the best holiday of the season—I look forward to Summit more than I do my own birthday or Thanksgiving. I always walk away from Summit with new friends, new ideas, new best practices, and new inspiration to take myself and my company to the next level.

Here are my top five reasons to attend Marketing Nation Summit.

Sessions For Everyone—and I mean EVERYONE!

No matter what type of company you work for or what your role is, I guarantee there will be fantastic content to help you think bigger, bolder, and braver than ever before. As a Summit veteran, I don’t think I’ve ever seen as amazing of a lineup of sessions as we have this year.

Here are some examples of what attendees will get to see in just a few short weeks (and this is by no means all of them—we’ve put together over 100 sessions):

For the CMOs:

How to Move Marketing to the C-Suite, and Stay There

Join Stephen Yeo, Head of Marketing at Panasonic to gain practical techniques and tactics that can be used to make marketing a “C-suite” function and how to become a long-term, indispensable “C” level member.

For Marketo power users:

Analytics That Matter: Reports For Every Stage of the Funnel

Learn from Marketo Champions about the appropriate metrics for each stage of the buyer’s journey, what multi-touch and first touch attribution mean, how Marketo uses attribution to tie marketing programs to revenue and pipeline, and how to start leveraging the wealth of data in Marketo to improve your marketing ROI.

For healthcare marketers:

Building a Content Marketing Powerhouse

Hear how Cleveland Clinic turned its infant blog and three-person social media team into a 30 person content marketing department managing sites that generate millions of visits per month and bring measurable revenue into marketing.

For the financial services marketer:

Telling a Better Story with Data: BBH & Content Marketing Maturity

Get insights on how BBH, a financial services company, developed a successful content marketing strategy that combined the art of storytelling as well as the science of data to identify actionable insights.

Fearless Keynotes

Unless you’ve been living under a rock, you’ve probably heard our amazing keynote lineup for this year!

  • Lindsey Vonn: the world’s most successful female skier. Vonn is a four-time Olympian who holds three Olympic medals.
  • Jamie Foxx: Academy and Grammy Award-winner. Foxx rose to fame as a comedian, eventually transitioning to television and film.
  • Jonathan Mildenhall: Former Chief Marketing Officer of Airbnb. Mildenhall is one of the greatest brand marketers of the last decade and led transformation in the travel and hospitality industry.
  • Bill McDermott: the chief executive officer of SAP, the largest business software company in the world. He also has an incredible personal story that he chronicles in Winners Dream: A Journey from Corner Store to Corner Office.
  • Diane Greene: CEO of Google Cloud. Greene leads one of the top cloud computing players. Greene will be on stage discussing the future of marketing.

FOMO-Filled Fearless Fun

With a theme like Fearless Marketer, you can only imagine what types of crazy things you’ll be able to try. Here’s a sneak peek of what fearless activities you might see at #MKTGNation this year:

  • Awaken your senses with San Francisco’s strongest coffee
  • Turn your world upside in a photo booth
  • Swallow your fears with edible bugs
  • Become a champion with a ski simulator

Fellow Techies to Help You Build Out Your Ecosystem

Marketers these days are so busy—I am sure all of you can attest to this. There’s always more programs to run, more to optimize, more content to write, more EVERYTHING. And a lot of times we don’t have the time to hear the latest best practices or learn about new technologies. At this year’s Summit, we’re bringing all of the greatest best practices and technologies to one single place.

Here are a few innovation highlights to check out:

Expo Hall and LaunchPoint Lounge: come see the latest developments in the world of marketing technology and of course some awesome swag. Pro-tip: don’t miss the Partner Theatre if you want to see the coolest innovation our partners are showcasing this year.

Building a Business Case for Transformation Workshop: Check out a special 90-minute workshop by Marketo’s business advisors on effectively leading technological change in your organization.

Marketo Experience: get the first glance of Marketo’s newest innovation—like the new UX!—or go in-depth with a product expert to ask any question you’d like.

Network with Thousands of Marketers

The Marketing Nation is a special group to be a part of, and it’s only once a year when thousands of members of the Nation come together: Summit. Join us to network with the most passionate, smart, driven, tech-savvy marketers in the world. There are so many ways you can meet new people, geek out on new technologies, dance with your new best friends, see your idols on stage together, and more.

Are you attending our 2018 Marketing Nation Summit? I’d love to hear what sessions you’re excited about in the comments!

The post 5 Reasons to Attend Marketing Nation Summit appeared first on Marketo Marketing Blog – Best Practices and Thought Leadership.

New AppsFlyer Report Points to $700-$800 Million Lost to Fraud in Q1 2018

This week, AppsFlyer issued its State of Mobile App Install Fraud Q1 2018 report, which examines more than 6,000 apps and 10 billion installs across multiple verticals, regions and platforms.

Alarmingly, the report shows that ,obile app marketers were exposed to 30% more fraud in Q1 2018, reaching $700-$800 million worldwide.

Other key findings of the report include:

  • The share of fraudulent installs has grown by 15%, tainting 11.5% of all marketing-driven installs.
  • Bots have replaced device farms as the most popular form of attack, responsible for over 30% of fraudulent installs.
  • Shopping, gaming, finance and travel apps are the hardest hit.

To learn more, check out the full report here.

The post New AppsFlyer Report Points to $700-$800 Million Lost to Fraud in Q1 2018 appeared first on Mobile Marketing Watch.

The Impact of One Voice on Your Business

Recently, I was re-watching (again) the TV sitcom ‘The Office’ and I was reminded of a very interesting business insight. I don’t know how accurate the statistic was, but it got me thinking enough to look into it a bit more.

The statistic appears on an old 1980’s VHS recording of a customer service seminar and the presenter states,

‘If you’re treated well as a customer you’ll tell five people. If you’re treated badly, you’ll tell nine’

I couldn’t find any sources to back up that statement, but it seems legitimate on the face of it, especially in the 1980’s before the internet. But what got me really interested was the question in my head,

If that was the case in the 1980’s, what would those numbers be now?

A lot has changed.

People can communicate with each other a lot faster through new messaging platforms, easier communications and because of the internet, you can almost instantly find the opinions of somebody that you have never met and never will meet. Back then, you’d have to meet with people or pick up the phone to communicate with somebody.

In 2018, one voice travels far further, far faster than in the 1980’s. As an extreme and recent example, look at the impact a single tweet by Kylie Jenner had on Snapchat! $1.3bn wiped off their value, by one tweet.

So what impact can one voice have on your business? I did some digging and found some research statistics that can provide some insight. Sadly, I couldn’t find an research on how many people would read a positive or negative review online, but here are some other highlights that explain the impact of online feedback,

96% of unhappy customers won’t tell you
91% of those will never come back
86% of people hesitate to buy from a business that has a negative online review
Between 1 and 3 bad reviews is enough to stop 67% of people purchasing from a business

The internet has made it much easier for people to share their experience. TripAdvisor is the leader in review aggregation and a good TripAdvisor score is crucial to acquiring new customers for the majority of businesses. Based on the above statistics, one negative review on TripAdvisor could seriously impact your ability to gain a new customer.

Here’s another fact I found:

Only reviews from friends and family are trusted more than online reviews.

So, every time somebody goes onto Facebook, Instagram, Twitter etc, and vents their frustration at their experience, that is a damning verdict on your business and you may never see the people connected to that person walking through your door. On the other hand, if it’s a positive review, that person has just become an advocate for you and brought you new customers.

An angry woman with smoke coming out of her ears.

I want to come back to the first statistic – 96% of unhappy customers won’t tell you. Why won’t they tell you? In my opinion, its simple. Did you ask?

My guess is no and if you did, they will usually be positive (especially if you work in Britain). Customers tend not to want the conflict and awkwardness unless they’ve been treated really badly.

Customers want to know that you care so it is always important to ask how their experience was. More importantly, to get a true opinion, you should follow up and ask them how their experience was AFTER they have left your venue. Digital engagement is very important in retaining a customer and turning them into an advocate.

Social WiFi have built this as a fundamental part of their customer engagement system. We know that an unhappy customer has the ability to speak to thousands of other people just through a few keystrokes on the internet. We also know that a happy customer can be your most valuable marketing tool.

Reviews by Social WiFi enable you to automatically ask your guests and customers how their experience was. By detecting when a customer as left the business, a message is triggered asking for their feedback. If the response is positive then that customer can be encouraged to go further and share that opinion online, typically on TripAdvisor.

But if that review is below satisfactory, Social WiFi have a plan for that. The comments and feedback are returned to the venue manager and a two-way communication channel can be opened to resolve the matter before the unhappy customer goes online and shares their thoughts. And here’s another really important reason why we do it,

A smartphone is held with a Social WiFi review rating question being asked via email.

95% of unhappy customers will return to a business if an issue is resolved quickly and efficiently.

Social WiFi is far more than just a WiFi Marketing tool. Used correctly, Social WiFi will help you win new customers and retain the ones that you already have.

Paul Webster
COO of Social WiFi

Sources:
https://beyondphilosophy.com/15-statistics-that-should-change-the-business-world-but-havent/
https://www.providesupport.com/blog/5-reasons-unhappy-customers-dont-complain/
http://www.trackur.com/96-of-unhappy-customers-wont-complain-to-you-but-will-tell-15-friends-infographic
https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews

The post The Impact of One Voice on Your Business appeared first on Social WiFi.

Life Stage vs Generational Marketing Strategies

When it comes to rewards, an individual’s life stage dictates what drives them.

By Jim Valenti, Director of Merchandising & Replenishment & Raul Garcia, Merchandising Manager

Google “Millennial generation” and you’ll get over 28 million hits. Business began thinking about Millennials long before they first entered the workforce around 2000. And with good reason, they are the largest, most diverse, highest educated and arguably the most connected generation America has ever produced. Their impact on every aspect of every business whether as consumer, partners, employees or suppliers will be monumental.  Leaders ignoring this generation do so at their own peril. In many cases most individuals do not know which generation they fall into but easily will identify as “Self Employed, Work at Home, Empty Nester, Weekend Warrior, Dog Owner”

But when it comes to incentive and loyalty programs, you don’t reward a generation.  You look to engage individuals with an award selection appealing to their personal tastes and preferences.

Every program needs the right awards to engage and inspire their target participants.  But looking at any group only as a generation is far too broad and general to build a compelling award mix.    Life stage is a much more accurate predictor of award preferences.  Life stage looks at the different phases in life.

  • Single or Married
  • Home Owner vs Apartment Dweller
  • Parent of young children or Empty Nester
  • Employee or Retiree

People at the same life stage generally have far more in common with one another than those simply of the same age or whose incomes are similar.  That makes life stage a more useful and relevant indicator of reward preferences.

Which of these people would you expect to be most similar?

  • A married 27 year-old with a toddler living in their own home in Omaha and working as a manager in a manufacturing company
  • A single 26 year-old working for a Silicon Valley startup who lives in a rented apartment.
  • A 45-year old middle manager who owns a home in Charlotte and lives with their spouse and two young teenagers.

Although they are separated by a nearly 20-year generational divide and half a continent, the parents with their own homes probably have much more in common with one another than either would have with the lifestyle of the single, Silicon Valley Millennial.

Life stages tend to outweigh generational difference when it comes to incentive awards.

  • Homeowners will choose grills, lawn furniture and housewares to make their abode more comfortable, appealing and easier to entertain guests.
  • Apartment dwellers with less space may opt for awards creating memorable experiences.
  • Parents always relish giving gifts to their children and might be very driven by a bicycle or gaming system for their youngsters.
  • Singles may be looking to give one of their rewards as a gift as well, but are more likely to be searching for adult gifts like jewelry for a significant other or perhaps even their own parents.

This isn’t to say generational differences are completely irrelevant. After all, people born and raised in a given time experience a unique set of social, economic and political events which contribute to shaping their generational culture, attitudes and outlook. Millennials, for example, have been described as the first “digital natives”. While this may be very important in understanding how best to communicate with them, it probably has little to do with the type of incentives appealing to Millennials.

The three best pieces of advice we can offer for choosing awards for your next consumer or employee program are:

  1. Choose a broad selection of awards appealing to a variety of life stages.
  2. Look for memorable rewards.
    • Electronics have great appeal and may become an integral part of the family life.
    • Durable items like home furnishings provide consistent, lasting reminders.
    • Sports items can engage so many diverse individual preferences.
    • Experiential & Travel rewards like concert tickets to major city venue create long-term memories.
  3. Make the participant feel special with an award delivery experience recognizing their efforts.
    • Changing the packaging just a little like using a white shipping box or colored tissue paper can make the rewards feel more like a present and accentuate the reward delivery experience.

The Art and Science of Curating an Engaging Rewards Offering

While technology is critical component of the participant browsing, redemption and delivery experience, its ability to simplify presenting more and more awards to participants can become overwhelming.. Many programs today offer participants “millions” of redemption options and tens of thousands of manufacturers.  Touted as the “Amazon” shopping experience, the idea is cast the widest possible net to appeal to virtually any participant taste.

The reality of this retailing shotgun approach to rewards may have a negative impact on the program.  First, by its very nature, this approach includes a tremendous numbers of consumables.  Consumable items have little long-term value and are quickly forgotten. The shopping experience itself becomes a daunting task as participants must navigate through thousands of similar items with only slightly different features at nearly identical price points. Associating the program with quality brand names becomes impossible. The “Amazon” shopping experience values brand proliferation over quality. But that model doesn’t fit our reality as motivators of a specific behavior change for our consumers, employee or B2B partners. A carefully selected offering of a few thousand items in the four main reward categories, Home Furnishings, Electronics, Sporting Goods, and Experiential/Travel will entice 99.9% of your audience, keeping them engaged in your program for the long term and repeatedly coming back to your site.

Download the full eBook here:

Learn more about engaging, inspiring and rewarding incentive program participants at www.hinda.com.

      

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