Buyer behaviorists have for a long time relied on the traditional consumer journey funnel to describe how a potential customer starts with a set of brands and through a set of methodical steps, reduces the number of brands down to a small number to make a purchase. The following funnel visually indicates the typical consumer journey: Read more after the jump…
Capitalizing on in-person opportunities as well as digital opportunities brings us Back to the Future.
Last week we hosted our sixth South by Southwest Interactive “Denver Download” – a chance for our clients and partners who attended the SXSWi conference in March to share the knowledge they gained with other clients, partners and colleagues back here in Denver. This year’s panel consisted of Comcast’s Cindy Parsons (who hosted one of the festival’s on-site social media lounges), Sukle’s Dan Schultz, Children Hospital Colorado’s Elizabeth Whitehead and yours truly. Below is a recap of common themes that were discussed during the event – all relevant concepts to look to as evolving trends in digital marketing in 2017.
Knowing your audience (and segmenting your messaging and marketing plan accordingly) is more important than ever.
Gone are the days of distributing one message to as many people as possible through digital channels. With so many social media and digital marketing platforms, combined with the fact that it’s not “solely Millennials” using Instagram or “only older people” using Facebook, it’s more important than ever to create specific audience personas and speak directly to each one of them with tailored content and messaging. Read more after the jump…
You may have been using website pixels and email lists to create custom audiences for Facebook advertising for a while now but did you know that you can drastically increase your match rate by using multiple identifiers beyond just their email address?
Gather up your customer data and see how robust of a Facebook audience you can create and then use them as an advertising group who is familiar, and likely to engage with, your messages.
Description and formatting guidelines
We accept up to 3 separate email address columns in US and international formats.
Phone numbers must include a country code to be used for matching. For example, a 1 must precede a phone number in the United States. We accept up to 3 phone numbers as separate columns, with or without punctuation.
Important: Always include the country code as part of your customer’s phone numbers, even if all of your data is from the same country.
+44 844 412 4653
We accept first name and first name initial, with or without accents. Initials can be provided with or without a period.
We accept full last names with or without accents.
We accept full city names as they normally appear.
We accept full names of US and international states and provinces, as well as the abbreviated versions of US states.
Country must be provided as an ISO two-letter country code.
Important: Always include your customers’ countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list.
Date of Birth
We support 18 different date formats to accommodate a range of month, day and year combinations, with or without punctuation.
Year of Birth
We accept year of birth as a 4- digit number, YYYY.
We accept age as a numerical value.
We accept US and international zip and postal codes. US zip codes may include a 4-digit extension as long as they are separated by a hyphen. The extention is not required and will not further improve match rate.
We accept an initial to indicate gender.
Mobile Advertiser ID
We support 2 types of mobile advertiser IDs: Android’s Advertising ID (AAID), which Google provides as part of Android advertising, and Apple’s Advertising Identifier (IDFA), which Apple provides as part of iOS in its ads framework.
Facebook App User ID
An ID corresponding to someone who uses an app that can be retrieved through the Facebook SDK. We support numerical user IDs associated with your facebook application.
The fourth day of South by: When sleep deprivation and too many creative thoughts in your head from the previous three days starts to cloud everything. But the sun came out today and we had an impressive lineup of speakers. Here are our top takeaways from Monday at SXSW 2017:
I attended a wide variety of sessions today, the first being “Blending Leadership: Online and Offline,” where presenter Reshan Richards reviewed six pillars of leadership traits from his book. From a professional development standpoint, the main takeaway for me was, “Once you’ve become more efficient and find yourself with an extra 30 minutes or hour in your day, be intentional about how you fill that time. Don’t cram it with busy work. Rather, spend it on something you’d hoped to do from an aspirational standpoint.”
The buzz and anxiety of the first sessions at South by Southwest (SXSW) are palpable. And its easy to see some of the broader themes of SXSW 2017 rise to the surface: leadership in times of adversity, using the technologies we have at our fingertips to solve everyday problems and the rise of chatbots were some of the front runners. Here are our highlights from Friday at SXSW: Read more after the jump…
Welcome to the data visualization dating game! Hi, I’m Adrienne and I’m new around here. I like engaging social media posts, long creative sessions and most especially thoughtful incorporation of data before and after campaigns. My ideal date doesn’t just take a dip in the data pool, he jumps off the high dive and into the deep end. After his swim, he keeps only the necessary, glistening, shining drops of important, actionable data points.
As my major data crush Avinash Kaushik would say, getting drunk on data and providing “data pukes” is totally unnecessary, not to mention classless and a total turn off. What he means by that is having data is great, but dumping a bucket of it onto a page doesn’t answer the two most important questions data exists to answer – “So what”? And, “So that?” Why is this graph important to your business and what is it telling you to DO!?
Hopefully we’ll provide enough content to make it feel like you’re in Austin.
The annual pilgrimage to Austin is upon us this week, and once again GroundFloor Media and CenterTable will be bringing you the sights and sounds of the South by Southwest Interactive (SXSWi) conference! Beginning Thursday, March 9 and continuing through Tuesday, March 14 Carissa McCabe and I will be hitting up as many sessions, brand activations, concerts, product releases, networking events and Bar-b-ques as possible, and reporting back here on the GFM/CenterTable blog as well as a variety of social platforms.
More and more time, money and resources are being put around the generation of branded content. Social media, blogs, public relations… all of it requires high quality content to get the attention of the consumer.
Many brands are still struggling to measure the success of their content and iterate on previous executions. However, just like most marketing tactics, content can be measured using a data-driven mindset.
Should we be blogging? We get this question a lot. And the answer is a big fat clear… maybe.
It’s no secret that both users and search engines love fresh, unique content, right? Absolutely – when it’s timely, original, meaningful and well written. By blogging, you create the opportunity to build relationships with readers, position your organization as an expert in the field and provide new content for Google to index. We have seen the dramatic impact a strategic, well-run blog can have on increasing visibility and improving search engine rankings for an organization. We’re definitely a fan.
But that doesn’t mean it’s for everyone. We have also seen un-nurtured blogs become stale, outdated, duplicative and even a liability.
Develop a Blog Strategy
Before you dive into blogging with both feet, take a step back and think about your purpose in doing so and, maybe even more importantly, your capacity to effectively execute it. Creating a roadmap can help position you, and your blog, for success. Some things to consider before you get started:
Audience – Who are they and what are they interested in? Use this as a guide in developing your content strategy.
Authors – Identify your key thought leaders in the organization and assess their capacity and willingness to develop content.
Content Strategy – Align your audiences’ interests with your authors’ expertise and map out what topics you plan to cover.
Content Calendar – Will you have topics assigned to specific days of the week? Or will the content cycle ebb and flow with current events? Will you create a blog schedule and assign posts to specific contributors? Or will you allow authors to self-select when they provide content? How will you hold your blogging team accountable for maintaining a steady stream of content?
Monitoring – Will you enable blog comments? If so, develop a policy on if, when and how to respond.
Distribution – Optimizing your blog content to be found in search is a great start, but how else will you distribute your blog posts to ensure they reach your target audience?