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Cyber Monday shopping shatters sales records, beats expectations

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Consumers spent $7.9 billion Monday, making it the biggest shopping day in U.S. history, according to Adobe Analytics figures released Tuesday. The number is almost 20 percent (19.3) higher than last year. Adobe had predicted $7.8 billion.

Why it matters

This year’s holiday shopping season online has broken a number of records and established new trends, including the highest sales for Black Friday and Thanksgiving, the most sales from smartphones, a spike in social referrals and an increase in Buy Online Pick Up In-Store (BOPIS) sales. This is obviously good news for brands, and it also provides a lot of opportunity.

Despite the surge in mobile sales, conversions on smartphones trailed behind desktops and tablets.

In future holiday seasons, marketers should consider discounts and other incentives well before the Black Friday/Cyber Monday weekend, including a special emphasis on Thanksgiving Day shoppers. BOPIS is relatively new and not at all limited to holiday shopping, and efforts to make the so-called “click and collect” process easy for consumers will likely pay off in the long run.

Related Resources

  • Take our survey and help us understand the evolution of digital agencies
  • Your customers aren’t waiting till Black Friday, neither should you
  • State of the Google Shopping auction heading into the 2018 holiday season
  • Consumers spent a record $6.22 billion online on Black Friday

Finally, it’s become clear that with more than $2 million spent shopping on smartphones on both Black Friday and Cyber Monday, mobile shopping is here to stay. Marketers should prioritize an easy-to-use, pleasant mobile experience.

What else you should know

  • Customers want convenience. Over last year, the number of BOPIS shoppers increased 50 percent on Black Friday and a whopping 65 percent on Cyber Monday. Adobe says it’s “a sign that retailer investments to bridge offline and online experiences are paying dividends.”
  • It’s not just the big box retailers. Shopify reported that its merchants generated more than $1.5 billion in sales throughout the Black Friday/Cyber Monday weekend.
  • That’s a lot of shopping. Adobe says that in the 24 hours of Cyber Monday, Americans spent a combined 11,000 thousand years, or 95 million hours, on online shopping.
  • Watch your inventory. Out-of-stock messages Cyber Monday cost retailers up to $177 million in potential sales.

The post Cyber Monday shopping shatters sales records, beats expectations appeared first on Marketing Land.

Foldable screens: No big deal for marketers or potential game changer?

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Recently, Google announced that its Android OS will natively support foldable screens on smartphones. Coupled with Samsung’s promise of a Galaxy foldable smartphone, it appears that this form factor — promised by consumer tech companies since the end of the last century — may soon emerge.

What kind of opportunities — and challenges– would this technology represent for marketing?

A big deal. Foldables could potentially come in a variety of form factors, ranging from a single screen that covers either the two outside or the two inside surfaces of a flip phone, to a small screen that fits into a pocket and unfolds like a map into a larger display. Eventually, almost any kind of malleable screen may be possible.

While some observers speculate that truly thin and flexible screens — as bendable as paper — are years off, the fact is that marketers don’t yet know how fast the technology will take hold or evolve.

In any case, several experts that I contacted say a foldable screen– in its various possible incarnations — is a big deal.

‘A complete reimagining.’ Mobile device buyers “are eager to see something dramatically different,” customer experience platform Sitecore CTO Ryan Donovan told me via email. Foldable screens, he said, “open the door to a complete reimagining” of how information is sent and consumed, “more radical” that the smartwatch.

That means, of course, that marketers and their information, interaction and visual designers have a lot of new choices to make.

For instance, Donovan said, marketers will need to decide if there is a different set of content and a different kind of responsiveness every time a screen is folded open or close.

Should it be the same image writ larger when the screen is unfolded, or should it become two images? The device will likely know about an “unfolding” action, so should that trigger some difference in content or interactivity?

Potentially, the unfolding could turn a phone into the equivalent of a tablet. How does that transformation from one device type to another change the content and the interactivity?

Completing complex actions. One approach for marketers to deal with a multi-device universe has been to create content that is independent from the presentation layer and from the screen size, so the same material can be rendered for a mobile device, a tablet or a refrigerator screen. Some marketers might choose that route, and the foldable screen — with all its permutations — could become just another set of destinations.

But a foldable screen also offers several unique attributes, including folding and unfolding actions, and the ability for one device to become a much larger or smaller one.

Derek Davis, a web developer for Sozoe Creative, emailed me that customers on foldable mobile screens will “be able to more easily complete complex actions like purchases or feedback forms on a larger form factor.” This could mean that the lower rate of sale conversions on smaller mobile screens, compared to desktops, could become a thing of the past.

Intent indicators. Sal Visca, CTO of e-commerce platform Elastic Path, pointed out that “the fact of unfolding [a screen] is an extremely strong indication of the user’s level of interest and engagement with the content,” meaning that unfolding or folding could become key events for interactivity and analysis, possibly on the level of a click. Unfolding certainly means the users want to read more content or in a larger format, but Visca notes that it could also mean the user is ready to fill out forms, make a purchase or otherwise engage with the content.

He also predicted that content flow charts will need to be redefined, so they can accommodate the progression of additional or higher resolution content when a screen is unfolded or its shape otherwise changed. And unfolding the screen may represent some real-world analogous action, like opening a wallet.

Convex, concave shapes. Changeable screens may also offer radical new form factors for marketers. Litha Ramirez, Director of Experience Strategy and Design Group at digital transformation agency SPR, told me “bendability introduces new shapes” that can incorporate a level of depth, such as convex or concave shapes, or even a cylinder. Foldable screens are “on the way to bendable screens,” she said, an evolution that might even lead to screens molded to a specific shape, like a character’s face.

A bending action on the screen could also “flip pages in a [virtual] book,” she envisioned, possibly combined with haptic feedback so users “feel” the page turns or other on-screen activity. A cylindrical screen might allow a marketer to turn a display into, say, a Coke can.

The potential impact, Ramirez said, is “huge,” since bendable/foldable screens could make any surface into any kind of changeable shape.

Hoping it’s not the Segway. In fact, if even a portion of the above predictions come true, malleable screens could turn the entire category of mobile into something different.

Currently, mobile marketing to pocket devices must account for their transportability, wirelessness and their small screen size.

If the latter factor is removed, then the category changes. In addition to possibly leading to more sales, such devices could be used more frequently for productivity tasks like word processing or sales presentations.

But, Ramirez said, let’s hope that malleable screens “don’t go the way of the Segway.”

As ingenious as that single-person motorized scooter is, she noted, its biggest issue has been that it is a solution without a clear problem, and the benefit hasn’t been enough for most people to warrant the adoption and the cost.

While bendable/foldable screens represent terrific opportunities for marketers, the pending question is: Are the benefits worth enough — for most people — to warrant the adoption, learning curve and cost?

This story first appeared on MarTech Today. For more on marketing technology, click here.

The post Foldable screens: No big deal for marketers or potential game changer? appeared first on Marketing Land.

Facebook

Facebook extends Watch Party to Pages and personal profiles, adds features

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Facebook’s multi-user video feature Watch Party is now available to Pages and personal profiles.

The offering — which lets multiple users watch and comment on the same video simultaneously — was initially launched in Groups only. Since it came out of beta in July, the company reports, the number of daily Watch Parties has grown sevenfold and there have been more than 12 million Watch Parties.

Facebook has also introduced new features including the ability for Pages and Groups to schedule a Watch Party, threaded comments and Live Commentating, which lets a host moderate a Watch Party as videos play.

The new Live Commentating feature on creator Tessa Netting’s Watch Party

Why it matters

So far, according to Facebook, Watch Party has been a successful tool for increasing engagement. The company reports that Watch Parties get eight times as many comments as non-live videos, good news for marketers who use the functionality to connect and engage with multiple customers at once.

The company says that the technology can be used in many ways, including Q&As, behind-the-scenes or b-roll content, tips and tricks and demonstrations. Publishers have also been using the functionality to host Watch Parties to build anticipation for events, and connect audiences from other media.

What else you should know

  • Though Facebook’s been slowly rolling out the ability for individuals to host Watch Parties, it’s now available globally.
  • The company is highlighting its new Live Commentating feature through an event on Wednesday: a Big Chicken Shaq Watch Party hosted by Shaquille O’Neal on his page.

The post Facebook extends Watch Party to Pages and personal profiles, adds features appeared first on Marketing Land.

Marketing Day: Facebook Watch Party, foldable screens & Google GDPR concerns

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Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

 

    • Facebook extends Watch Party to Pages and personal profiles, adds features
      Nov 27, 2018 by Robin KurzerIts new Live Commentating feature lets a host moderate a Watch Party as videos play.

       

    • From Black Friday to Cyber Monday, consumers spend more than $4 billion on mobile
      Nov 27, 2018 by Greg SterlingMore retail traffic came from mobile devices than the desktop and some are reporting that mobile sales beat the PC as well.

       

    • Foldable screens: No big deal for marketers or potential game changer?
      Nov 27, 2018 by Barry LevineAndroid now natively supports foldable screens, and Samsung is coming out with a foldable-screen Galaxy. What does this mean for marketing?

       

    • Cyber Monday shopping shatters sales records, beats expectations
      Nov 27, 2018 by Robin KurzerIt’s good news for brands and marketers as the 2018 holiday season kicks off with a bang.

       

    • EU consumer groups accuse Google of violating GDPR with location history
      Nov 27, 2018 by Greg SterlingThe groups argue Google doesn’t sufficiently disclose how location data is being used and has not obtained consumer consent.

       

    • 8 best online reputation management tools for your brand
      Nov 27, 2018 by Sponsored Content: AwarioIf your brand has an online presence at all, you can’t not worry about its reputation. Today, online reputation management (or ORM for short) is not only applicable to every business; ignoring it can cost you customers and money. Here’re just some of the reasons why ORM should be an integral part of your strategy: […]

       

    • WPP merges agencies to form ‘data-driven’ Wunderman Thompson
      Nov 26, 2018 by Pamela ParkerThe new agency aims to offer “inspiration that is rooted in data-driven insight.”

       

    • Virgin Holidays powers travel recommendations with social posts
      Nov 26, 2018 by Barry LevineMarketers have yet another reason to promote and track their offerings on social media.

       

 

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

 

    • MarTech Today: Virgin Holiday’s social-powered travel recommendations, using dynamic content & more
      Nov 27, 2018 by Barry LevineHere’s our daily recap of what happened in marketing technology, as reported on MarTech Today, Marketing Land and other places across the web. From MarTech Today: Virgin Holidays powers travel recommendations with social posts Nov 26, 2018 by Barry Levine Marketers have yet another reason to promote and track their offerings on social media. 7 ways […]

       

    • 8 best online reputation management tools for your brand
      Nov 27, 2018 by Sponsored Content: AwarioIf your brand has an online presence at all, you can’t not worry about its reputation. Today, online reputation management (or ORM for short) is not only applicable to every business; ignoring it can cost you customers and money. Here’re just some of the reasons why ORM should be an integral part of your strategy: […]

       

    • Foldable screens: No big deal for marketers or potential game changer?
      Nov 27, 2018 by Barry LevineAndroid now natively supports foldable screens, and Samsung is coming out with a foldable-screen Galaxy. What does this mean for marketing?

       

    • 5 essential strategies B2B marketers must master in 2019
      Nov 27, 2018 by Scott VaughanWith a solid foundation, the innovative strategies, tactics, programs and tech we deploy will be more impactful.

       

    • WPP merges agencies to form ‘data-driven’ Wunderman Thompson
      Nov 26, 2018 by Pamela ParkerThe new agency aims to offer “inspiration that is rooted in data-driven insight.”

       

 

Online Marketing News From Around The Web:

 

    • Facebook confirms years-old messages are randomly coming back to haunt users, The Verge
    • Can Opt-In Video Marketing Really Work?, Forbes
    • Disney and Google Ink Broad, Multiyear Digital Advertising Deal, Variety
    • Facebook Dominance in Social and Ads Raises Antitrust Issue, Bloomberg
    • Some Google AdSense November Payments Delayed & Still Pending, Search Engine Roundtable
    • The best ad targeting strategy isn’t always the obvious one, VentureBeat
    • Useful changes to your billing statement reports, Bing Ads Blog
    • YouTube annotations will disappear for good in January, The Verge

 

The post Marketing Day: Facebook Watch Party, foldable screens & Google GDPR concerns appeared first on Marketing Land.

Digital Marketing

What You Don’t Know About Digital Marketing Services

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Digital promotion is one of the most exciting and intriguing media of advertisement for each and every business enterprise. It will somehow helps in increasing the brand loyalty and conversions among the customers. If it is beneficial for companies on one hand, then it is beneficial for the customers on the other hand. Then choosing digital marketing will be the proper decision. It is nothing but the fine blend of words and pictures in order to create beautiful content that would, in turn, draw people’s attention. It is with the help of internet, digital phones and various other digital methods. It is one of the transparent ways to pull people to your business.

Digital marketing is growing very common. Additionally, it will save lots of time. It helps the companies to market their products and services in a better way possible. It is a process of promoting your business on digital space on different platforms. It is a trending craze and the most effective way of modern marketing. For many top companies, it involves a lot more than just public relations. Higher Conversions Digital marketing assists in increasing the conversion rate.

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Digital Marketing

The Dirty Truth About Digital Marketing

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The Pain of Digital Marketing

Email marketing is basically the internet equivalent of direct mail advertising. If you prefer successful marketing, the next issue is reacting effectively. Classic marketing Traditional marketing has its very own long way process you will need to experience a very long process if you would like to do traditional marketing. Digital marketing Conclusion So if seen that it is a long going process and if someone wants to grow fast and early so they must use the method of digital marketing as it is easy to reach more and more people and is cost effective too. To the contrary, inbound marketing can be affordable. You won’t ever be in a position to master digital marketing whenever there’s always something new to learn, but by being in the trenches each day, you will obtain experience that will make it possible for you to become successful in your career. Willing to decide on such digital marketing to multiply your organization presence.

Digital Marketing: No Longer a Mystery

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Wider reach and user engagement Once you elect for digital advertising and marketing services, you’re going to be pleasantly surprised to enlarge your reach and remain in contact with your viewers wherever they chance to be physically. The digital marketing and advertising providers are well experienced, and they understand how to boost your site rankings. By having a very clear and precise idea about what you will need to accomplish, you can seek the services of a marketing Macon company that could deliver you exactly the sort of services which you are searching for. Many internet marketing and advertising businesses have been becoming the ruling giant of the internet realm. Savvy digital advertising and marketing companies ought to start preparing for it. As a consequence, the digital advertising and marketing agency has to devote a good deal of time figuring out their customers’ market.

Digital Marketing – What Is It?

Digital marketing is much more selective in addressing consumer requirements. It is much cheaper way to reach targeted audience. It has become a crucial part of Every Business nowadays, as every marketer requires a platform for marketing of their product or service. It can help you with many enormous benefits, and increasing your network plays a very vital role in the growth of the revenues and higher ROI (Return on Investment). It is one of the most alluring career options that never cease to offer you a bloated return. It is also a unique way to market yourself and your company. It is one of the most sought-after platforms, progressing at a rapid pace to open its arm for emerging digital marketing enthusiasts.

As one of the best digital advertising blogs, Digital marketing stays at the crux of any thriving internet business and posts offer you valid suggestions on how best to do it perfectly. It will somehow helps in increasing the brand loyalty and conversions among the customers. It includes several things and thus people can learn various techniques for their website using the digital marketing courses. It is one of the new fields of study which has emerged because of the businesses shifting to the Internet to reach out to people. It is one of the most exciting and interesting media of advertisement for every business. It is nothing but the fine blend of words and pictures in order to create beautiful content that would, in turn, draw people’s attention. Digital marketing or internet promotion is indeed an exciting tool for expanding your organization.

Not only is it more powerful than some marketing techniques, it’s also more affordable. SEO Marketing is among the finest organic methods to advertise your company online. Email marketing is also a great means to provide specific discounts to customers, thus encouraging them to earn a buy. Impressive Marketing is the secret to a customer engagement. Thus, let’s see some exciting explanations for why you should do email marketing at the moment! Content advertising Content marketing involves writing, sharing and contributing to internet blogs, video, podcasts and all kinds of social media to entice potential customer’s interest in your goods and services.

An individual can use each and every advertising strategy as stated above throughout an inbound advertising tactic. It is possible to also choose to change your promotion strategy if you believe your present efforts aren’t being in a position to deliver you the very best outcomes. Utilizing advanced digital advertising and marketing strategies like launching live events on social networking or personal web portals may be an attractive alternative.

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