The big promise of big data for marketers is to be able to use all the data we have. By looking at all the information, big data allows us to explore minute details without the risk of blurriness.
in theory, sampling (which always lost detail because it is a proxy for the full data set) and guesswork go away, we can analyse all the data for every customer and prospect, and provide that customer experience nirvana of just the right offer at just the right time.
If that feels like a big change for you, then start small. Attribution, one of the most persistent of marketing challenges, can be a great area to apply big data for immediate results, and ROI.
SearchMetrics recently released a study into the changes in Google’s Universal Search results over the last year.
Universal Search is the way Google “blends” image, video, news, maps and shopping search results into the normal search results.
In this post, I'll outline the ever increasing case for optimising video.
Videos are a powerful way to showcase products on an ecommerce website, and savvy online retailers are discovering ways to get the best return on their investment in video.
For example, videos can help improve SEO campaign results, and user-generated videos can help boost conversion rates.
Almost every type of website you visit these days features video prominently, since website visitors and shoppers have a growing appetite for video.
It’s more engaging for website visitors, and tells a brand or product story in a more immersive way than text and images do.
You probably haven't heard of Explain Like I'm Five. Only about 250,000 people have.
‘ELI5’ is a subreddit, a stream on the content behemoth Reddit. And it's an amazing example of community in action, one that's been taken to a new level by the people running Reddit recently, with a small move that should be front of mind for any brand attempting to build a community.
Social Media Week in New York started big with Ford's announcement this morning with a new Ford Fiesta ad campaign that will use content created only by users - in fact, it'll be their first ever user generated campaign that spans the entire advertising year.
Ford are focusing on creating a team of 100 social influencers who will create the advertising material that Ford will distribute through a mix of paid media, social media and experiential events. These will be the new Ford Fiesta Agents - I'm just glad they didn't opt for Guru or Ninja. Phew.
So the content the agents create can be in whatever form they choose to do. Ford gives them cars, a camera and in addition to this open remit of any content goes, the group will also have to complete challenges with properties such as American Idol, the X Games and music festival, Bonnaroo.
It’s unlikely you’ve missed the recent internet meme that is the Harlem Shake, which is currently sweeping across the world.
And it was pretty inevitable that it wouldn’t be too long before brands jumped onto the bandwagon - already, Pepsi and Red Bull are among the companies who have already tried to prove that they’ve got their fingers on the pulse.
This in itself brings about various debates around user-generated content and the associated lifetime of memes (do they stop being a natural commentary of culture once commercialised?) - but, thought-provoking issues aside, it’s actually the massive uptake within the digital (and wider marketing and advertising) industry that’s of interest.
A new search ranking algorithm update has shaken things up for ecommerce managers who have been incorporating video into their search strategies.
According to Google and YouTube, they are adjusting rankings so that videos with more "watch time" are ranked highest. In other words, the amount of time a video is played and, presumably, watched, matters more than how many times people view it.
The solution to this ranking challenge is user-generated video. We know that site visitors are interested in what other customers are saying about your products. People value these honest, objective opinions from those outside of your business.
What's more, user-generated videos are more than informative. They're often funny, which can compel viewers to stay tuned longer.
YouTube is the most social of Google’s channels. `if you’re targeting niche markets, it can work well to drive targeted traffic to your site, for fairly low cost.
So much has changed on YouTube in recent months that it’s really worth another look for PPC.
It's also fairly straightforward: the hardest part is creating the video. Even that can be simpler than you think. You don’t always need a professional videographer, or a huge budget.
If you choose the right format and targeting method, simple things like customer testimonials, information and instruction videos can work really well.
Designing product pages is a fine art. There needs to be enough in there to help customers decide on a purchase, yet there is a risk of overdoing it.
Here are some tips from Econsultancy's newly-released E-commerce Best Practice Compendium, looking at some essential features and things to try on product pages...
I woke up last Monday after a weekend of not much social media, and while checking my networks on the train to work I discovered that about 6m people had beaten me to watching Dumb Ways to Die, which could also be re-named as “the little train safety campaign that could”.
As I type (a week later), it is sitting on a tidy 26,697,158 YouTube views. It's certainly getting a seat at the table of greatest viral campaigns ever.
That’s no mean feat for a public transport authority in Melbourne, Australia, using an unknown artist, and no media spend. It seems to be targeting the youth market, and they appear to be going about it the right way.