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What is a Marketing Funnel? Improve Efficiency and Jack Up ROI - 04 Dec 2016 17:54

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[[html]]<img class="size-full wp-image-1716925 alignnone" src="http://cdn2.business2community.com/wp-content/uploads/2016/11/Slide1_dd0kth.jpg.jpg" alt="marketing funnel" data-recalc-dims="1"/><br><br>Quite simply, a marketing funnel (sometimes called a sales funnel or conversion funnel) expresses the stages a customer goes through on his or her way to becoming a customer.<br><br>This image shows a typical marketing funnel, showing how consumers move through:<br><br>AwarenessConsiderationIntentionConversion<br><br>If you want to learn more about each stage in the marketing funnel, heres a little something I put up previously.<br><br>Bounding the marketing funnel<br><br>A few things that arent really clear in the marketing funnel.<br><br>First, conversion isnt the end of the process. Its just a waypoint. Once a consumer becomes a customer, your job is only half over. Now, you need to keep that customer happy by providing extraordinary customer support and great product performance. According to research, its 5X harder (and more expensive) to replace an unhappy customer than to keep that customer happy. Add to that the negative word of mouth (which travels much faster than positive word of mouth) and youre talking about a major problem when you dont retain customers over time.<br><br><img class="size-full wp-image-1716926 " src="http://cdn.business2community.com/wp-content/uploads/2016/11/conversion-funnel-4-e1392490890332.png.png" alt="Google adwords expert" data-recalc-dims="1"/><br><br>IfIf Image courtesy of Coast Digital<br><br>Second, its imperative that you mind your metrics for each stage in the marketing funnel.<br><br>In this image, Coast Digital shows how visitors escape the funnel in droves, leading to a small ROI. Tightening up control at each stage in the funnel generates much higher returns. For instance, increasing flow-through by 1% generates 50% more leads in this B2B example or more sales.<br><br>Here, we talk about QUALITY, not just quantity. And, if your marketing team tries to baffle you with BS figures, including likes, visits, shares, etc, you need to ignore it.<br><br>Sure, quantity matters, but not nearly as much as quality. Bringing the right people to your website is much more important than driving a ton of traffic. So, if your team is busy posting clickbait on Facebook and Twitter in hopes of generating sales, theyre dead wrong read the link to see how TechCrunch destroys this strategy.<br><br>Strategies for optimizing the marketing funnelMind top of funnel activities<br><br>Bringing visitors into your store (whether brick or click) is critical for optimizing market performance. Unfortunately, firms focused on ROI sometimes resent the spend on top of funnel activities such as content marketing (SEO), social media marketing, influencer outreach, etc, because its harder to map these activities to sales (of course, you could say the same thing about traditional advertising, except no one seems to question the importance of broadcast advertising).<br><br>Bringing in more visitors, especially the RIGHT type of visitors is critical for success. So, dont scrimp on these top of funnel activities.<br><br>Instead, focus on demonstrating their impact on revenue by using attribution modeling and tracking to your links. That way, you can trace back revenue to your top of funnel activities.<br><br>Recommended for You<br><br>Webcast, December 14th: Measuring Micro-Moments With Google Analytics<br><br>Monitor leakage<br><br>Funnel leakage comes from a variety of sources.<br><br>Your job is to track down leaks and plug them up. Here are some of the major culprits of leakage:<br><br>Slow page load timesToo many clicks Amazon increased revenue substantially by going to 1-click buying optionsRequiring retyping information on multiple screens or requiring entry of both billing and shipping information when theyre the sameLogin problems dont offer guest shopping, dont offer easy password recovery options, dont use single sign-on (commonly social sign-on), lost password option doesnt return proper link (youd be astounded how many times this happens)Poor navigational toolsPoor image qualityBad descriptions<br><br>You need to plug these leaks, which starts by identifying whats causing them and often there are multiple causes.<br><br>That means youre gonna be spending some serious time with Google Analytics or other, paid analytics tools, like KISSmetrics. Set up a funnel in your analytics software then start digging around by looking at how the funnels change based on source, device, country (or other user demographics) <br><br>Remarketing<br><br>Remarketing is a term Google uses for marketing to folks who already engaged with your ad, but it also means marketing to folks consistently, over time.<br><br>An email marketing program is a great tool for remarketing to folks interested in your brand. Offer periodic sales or special offers to subscribers and use email marketing as a tool to encourage loyalty.<br><br>Build social media platforms to engage folks interested in your brand then share posts related to your products and other content these folks might find interesting (80% non-promotional content is recommended).<br><br>Content for each stage<br><br>Possibly the most critical factor in optimizing your marketing funnel is to provide the right content at the right stage of the conversion process.<br><br>For instance, in the awareness stage, I dont want to get bogged down with a lot of details. Give me the facts, just the facts. Why do I NEED this thing youre selling. And, give it to me quick, dont make me read a lot.<br><br>That changes at the consideration stage where more information is better.<br><br>Once Ive reached the intention stage, make it easy for me to buy with as few clicks as possible and let me navigate back and forth easily.<br><br>Marketing efforts to match each stage<br><br><img class="size-full wp-image-1716928 " src="http://cdn2.business2community.com/wp-content/uploads/2016/11/see_think_do_optimal_measurement_framework.png.png" alt="digital analytics" data-recalc-dims="1"/><br><br>Image courtesy of Occams Razor<br><br>Avinash Kaushik, hes the guru over at Google Analytics, has a great way of looking at the marketing funnel that he calls, See, Think, Do. And, heres his graphic.<br><br>Notice, the marketing focus changes as consumers move down the marketing funnel, which means you need activities that fit each of these tactics.<br><br>More important, Avinash lists metrics that you should monitor to track your performance at each stage in the funnel.<br><br>A holistic image<br><br>If a picture paints a thousand words, then this last graphic from Digital Marketing Philippines sums up much of this conversation, including both traditional views of the marketing funnel as well as new ways of constructing it.<br><br>The great folks over at Digital Marketing Philippines also offer some strategies for each stage in the marketing funnel as well as metrics you should monitor to help optimize the funnel.<br><br><img alt="" src="http://2.gravatar.com/avatar/ed2296085ac15c8abbf3b790c86769f9?s=96&amp;d=mm&amp;r=g" srcset="http://2.gravatar.com/avatar/ed2296085ac15c8abbf3b790c86769f9?s=192&amp;d=mm&amp;r=g 2x" class="avatar avatar-96 photo" height="96" width="96"/>Author: Angela Hausman, PhD<br><br>I manage Hausman and Associates, a full-service marketing firm operating at the intersection of marketing and digital media. We provide a host of digital marketing solutions including content marketing, email marketing, SEO/ SEM, social media marketing, lead generation as well as marketing strategy, branding,, market research, and a variety of Viewfullprofile<br><br>More by this author:Follow Angela Hausman, PhD:[[/html]] - Comments: 0

Sony Adds Trio of New Execs to Marketing Team (Exclusive ... - Hollywood Reporter - 25 Sep 2016 23:22

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[[html]]Michael Pavlic, head of domestic creative advertising, is leaving the studio Oct. 7. <br><br>Changes are afoot at Sonys marketing division:MichaelPavlic, who has headed domestic creative advertising for the past two years, is leaving the studio on Oct. 7. Meanwhile, Josh Greenstein, president of worldwide marketing and distribution, is ramping up the marketing team with the addition of three new executives.<br><br>Pavlics position will not be filled, and the creative advertising team will report directly to Christine Birch, the studios new president of domestic theatrical marketing.<br><br>Among the new hires, Erik Counter is joining Sony as executive vp of domestic creative advertising from Paramount, where hed been president of worldwide creative marketing. Hell report to Birch.<br><br>Roger Estrada, who most recently served as a senior creative director and consultant at NBCUniversal, has joined Sony as senior vp, creative and will lead the product design and development team and oversee strategy for Sony Pictures Entertainment Consumer Products. Stacey Kerr, who comes to Sony from 20thCentury Fox Consumer Products, where she was a vp of North American licensing and retail sales, is joining the motion picture groups consumer products division as senior vp, licensing. Both Estrada and Kerr will report to Jamie Stevens, exec vp, worldwide consumer products.<br><br>The studio has also promoted Susie Shen to senior vp, creative advertising.<br><br>In a memo to his staff, Greenstein praised Pavlic for the first-class creativity he displayed as he contributed to campaigns during his nine years at Sony on movies ranging from Zombieland, 22 Jump Street and Sausage Party to American Hustle and Zero Dark Thirty. Most recently, hed worked on Sonys fall slate that includes The Magnificent Seven, Inferno and Passengers.<br><br>Josh Greenstein's memo follows:<br><br>Good Afternoon,<br><br>As we move into a busy fall season, I wanted to share with you some important changes taking place in Marketing and Distribution.<br><br>Mike Pavlic, who has run our Domestic Creative Advertising team for the past two years, will be leaving on October 7.Mike is an extremely talented executive whose first-class creativity made him an instrumental part of the team, working on some of our most impressive campaigns during his nine years at SPE,includingZombieland, American Hustle,Hotel Transylvania 2,Zero Dark Thirty,22 Jump Street,The Equalizer,The Interview,Sausage Party, and most recently,The Magnificent Seven,Inferno, andPassengers.This was Mikes second tour of duty at SPE: he first worked here as a manager of Creative Advertising, then returned as a Senior Vice President in 2009, rising through the ranks to lead the group.I want to thank Mike for his hard work and dedication and wish him all the best in the next chapter of his career.<br><br>The position will not be filled. Moving forward, the Creative Advertising team will now report directly to Christine Birch, our president of Domestic Marketing.<br><br>Additionally, I want to welcome three terrific new hires to the Marketing team:<br><br>Roger Estrada joined the Consumer Products team last month as SVP, Creative, and is reporting to Jamie Stevens, EVP Worldwide Consumer Products.Roger comes to us with years of experience at NBCUniversal, where he was creative lead on such top franchises asDespicable MeandThe Secret Life of Pets, as well as Dreamworks Animation and Viacom.He is leading Consumer Products design and development team and overseeing the initiation and execution of global consumer products strategies.<br><br>Stacey Kerr also recently joined the Consumer Products team as SVP, Licensing, reporting to Jamie. Stacey comes to us from 20th Century Foxs consumer products group where she most recently served as Vice President, North America Licensing and Retail Sales, working on franchises likeAvatar,Ice Age, andAlien.She will oversee the licensing strategy in retail development, gaming, location-based entertainment, product development and other areas.<br><br>Erik Counter has been named Executive Vice President of Domestic Creative Advertising, reporting to Christine.Eric joins us from Paramount Pictures, where he led the global creative marketing for big franchises, such asStar TrekandMission: Impossible, hits likeWorld War Z and Daddys Home, and Oscar nomineesThe Big Short, SelmaandThe Wolf of Wall Street.Eric will join SPE on October 10.<br><br>I also want to take this opportunity to announce that Susie Shen has been promoted to Senior Vice President, Creative Advertising.Susie got her start here as an intern in 2003. Along the way, she put in stints at Disney and Open Road, but SPE has been her home for seven of the past 11 years.Since returning in 2014, she has been a vital part of the Creative Advertising team, working on some of our most high-profile movies.Susie is currently working onLife,Rock That Body, andPeter Rabbit.Im thrilled to be recognizing her work with a well-deserved promotion.<br><br>Please join me in thanking Mike for his years of service and dedication to SPE, and please take a moment to congratulate Susie and welcome Roger, Stacey, and Erik.<br><br>Josh<br><br>[[/html]] - Comments: 0

Google eyes move into political polling work - The Hill - 06 Apr 2016 11:54

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[[html]]Google is using the excitement surrounding the 2016 election to seek a foothold in the political polling industry.<br><br>The Internet giant has been pushing its survey products to the staffers and operatives who work for presidential and congressional campaigns, as well as the journalists who cover them.<br><br>ADVERTISEMENT<br><br>As we started to get ready for the 2016 cycle, thats when things really started to pick up a bit on my side, said Karen Sheldon, a Google veteran who is an account executive on the sales team for the product, known as Google Consumer Surveys.<br><br>Sheldon has been on the road promoting the new product at Republican primary debates co-sponsored by the company. She has also appeared at conferences featuring polling experts.<br><br>At least one presidential campaign found Googles pitch attractive enough to put a poll in the field using the tool, the company said, while declining to name the candidate.<br><br>Google has also stepped up its outreach to reporters and editors covering the election, giving them free credits to run surveys of their own. The company launched a website in January to explain the service to journalists and let them access data from polls created by Googles team.<br><br>The Wall Street Journal and The Washington Post have both used Googles tools for political polling, and the company has struck a longer-term partnership with the Independent Journal Review, a right-leaning news website that has attracted attention for its viral videos starring presidential candidates.<br><br>The company makes money from the surveys, but the data work has the added benefit of keeping the Google brand prominent in the political conversation.<br><br>We want our data out there, we want the American people to get to the bottom of the issues, we think its a really great and innovative tool for journalists to really see for the election season, said Justin Cohen, a product marketing manager for Google Consumer Surveys, before adding that the effort obviously has great branding impacts as well.<br><br>The cost of running customized polls with Google Consumer Surveys can run in the thousands of dollars, according to marketing materials. Campaigns that want to use more advanced targeting options sign longer-term contracts with the company.<br><br>Data is collected through survey boxes that appear online before someone can read a news article and through an application for the companys Android operating system that provides credits to the Google Play store for answering questions.<br><br>The system delivers results more quickly than traditional polling. The Independent Journal Review, for example, has used survey data to counter the prevailing conventional wisdom around presidential debates; Ignore the Media Pundits: Bernie Sanders<img typeof="foaf:Image" src="http://thehill.com/sites/default/files/styles/thumb_100/public/bernie_sanders.jpg?itok=6aLwVuar" width="100" height="100" alt=""/>Bernie SandersClinton 'not even sure' Sanders is a Democrat Western democracies' witch's brew Google eyes move into political polling work MORE Won the First Democratic Debate, read one headline in October.<br><br>Justin Green, the sites politics editor, says that he values the flexibility that comes from being able to post a poll and get results quickly.<br><br>In most scenarios, unless I really overload it, I can have a poll open and closed within a 12- to 15-hour window, which is just obscene, he said.<br><br>A Google spokesman declined to comment on whether Google was subsidizing some or all of the Independent Journal Reviews polling using the tool. A spokesman for the news site reiterated that the team was excited to work with Google when asked if there was a financial aspect to the relationship.<br><br>Online polling has long faced skepticism. Because most Internet polls rely on self-selecting groups of respondents, obtaining a representative sample can be difficult. Some groups of people including the elderly and the poor are less likely to have access to the Internet, thus excluding them from samples, though Google specifies that its sample is representative of the population on the Internet.<br><br>Google says it can infer a persons age and gender from their browsing history, using technology similar to what it uses to target advertisements, and can determine a persons location based on their IP address. In the mobile application, users answer demographic questions. The data, coupled with careful poll design, can be used to craft a representative sample of the Internet population, the company says.<br><br>Google Consumer Surveys selects potential responses for each survey using inferred demographic characteristics to get as close as possible to the census for the internet population, said Cohen in a statement. This ensures a representative and statistically significant sample. <br><br>Other Silicon Valley companies are also seeking a footprint in political polling.<br><br>SurveyMonkey hired Mark Blumenthal, a well-respected pollster and writer, away from The Huffington Post in October. SurveyMonkey has a partnership with NBC News to produce polls for the 2016 election.<br><br>Jon Cohen, SurveyMonkeys vice president of survey research, said that the company is interested in working with others in the industry to determine a standard of what constitutes a high-quality online survey.<br><br>Sheldon said Google does have to fight against the idea that online polling is somehow less reliable than traditional phone-based polling. But she cast that debate in language familiar in the tech world: that of incumbents and forward-thinking disrupters.<br><br>Thats probably some of my toughest competition is that mindset that traditional polling is traditional polling, and thats the way its always been done, Sheldon said. And were certainly coming in and shaking up a very steady industry that has been established.<br><br>[[/html]] - Comments: 0


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