The firm’s first evaluative report on this space rates vendors who leverage AI to turn phone calls into action items, voice-of-customer results and marketing opportunities. The post New Forrester report: ‘Speech analytics has found its voice with AI’ appeared first on Marketing Land.
GUEST: After Nintendo revealed that it would be bringing Fortnite to its Switch console during its presentation at E3 2018, it picked up over 2 million downloads in about 24 hours. Epic Games, the creators of the battle royale hit, also announced that Fortnite had picked up 125 million players since its launch just under a year ago. Most notably am…Read More Social – VentureBeat
“Sure, all you’ve done is improve things for your mobile users – and only on the few scant pages that you’ve implemented AMP on…But optimization isn’t about making things perfect in an instant It’s a gradual process that must adapt to the ever-changing ‘techscape’ that is search.”
In general, reactions to AMP on sites like Twitter are fairly positive. Some people are calling AMP one of the most important trends of 2018.
Others really love the recent changes and updates to AMP, like Gumpo, who says “We love this as a way of delivering interactive content with rich visuals.”
Just incase you missed Facebook’s F8 conference last week, here is everything you need to know in a quick video wrap from TechCrunch. It wasn’t just any old F8, this year Zuckerberg stepped way outside of the norm for F8 and into a whole new world of wild… weird? but awesome. From Brain-Computer interfaces, technology […]
On May 14, 2018, the U.S. Supreme Court ruled that betting was legal across the U.S., overturning the Professional and Amateur Sports Protection Act from 1992. Following the federal green light, Delaware was the first to roll out single games sport betting on June 6, with other states expected to promptly follow suit. But while the Supreme Court ad…Read More Social – VentureBeat
She explains that those who are just starting out with making videos may not want to invest in an expensive camera. So, she wants to show you how to start off with the technology that everyone has: an iPhone.
Irene’s approach shows that she understands her audience. She breaks down pain points they have when getting started with video marketing and then solves them.
As far as educational content goes, there are typically two categories that you can focus on.
The most common one that businesses tend to tackle is the tangible solutions category.
Tangible solutions are all about the here and now.
No matter what industry your business is in, your audience likely has plenty of issues and questions that they need help with.
Thought leadership doesn’t just pay attention to symptoms. It identifies the illness and helps your audience cure itself.
As you can probably imagine, this is the most difficult kind of content to create. It requires a strong understanding of industry-wide issues and, more importantly, how to solve them. But if you do it well, the results will be well worth the effort.
Of course, there’s more to problem-solving than just crafting blog posts.
There are plenty of digital media marketing experts who are fascinated with this brand, and I’m one of them.
Why? Well, mostly because it’s a success story that proves that sound marketing tactics, regardless of the audience in question, can help your business excel.
To put it simply, Dollar Shave Club excels in their ability to create a unique consumer experience in an industry that desperately needs it.
And their audience, which is primarily men looking for a stylish, playful, and witty brand, can benefit from the content on the Dollar Shave Club blog.
The articles have clear, eye-catching headlines, and they’re full of value — all while maintaining that unique DSC brand voice.
They even send personalized emails based on previous purchase history.
If you take nothing else from Dollar Shave Club’s example, remember that your ability to create compelling customer experiences is just as important as the advice you give in your content.
It’s not just what you say. It’s how you say it.
I get it.
Digital media marketing can be a bit overwhelming.
But there’s no getting around the fact that you need to stand out in your industry if you want your business to stay competitive.
The age of traditional marketing is over. Don’t waste time trying to plug holes in the Titanic.
Whether you’re new to the game or you’re trying to rebuild your marketing strategy, focus on the big picture: problem-solving.
Value drives sales. And if you want to increase sales, you’re going to have to find new and exciting ways to offer consumers more value.
With your blog content, be sure to address the problems of today as well as underlying issues that will lead to problems in the future. This will help you stay relevant while also establishing yourself as a thought leader.
In order to solve the problems of your audience, you need to understand your audience. You need to determine exactly who they are so that you can address the specific problems that they have.
And as you think through your strategy for solving the problems of your users, look to innovative brands for ideas. Just be sure to make each strategy your own and adapt them to your audience.
How have you focused on problem-solving in your marketing strategy?
Let’s get it out there right away. Self-serve is an effective, cost-saving strategy for software vendors. While some critics see the move to self-serve as a cynical attempt to offload costs (time, expense) to customers. But there’s also a huge benefit to customers – if done correctly. Self-serve can allow customers to access training and get answers when they need it.
There’s a precedent for this. For example, think back to the 1970s and 1980s when corporations offloaded all the clerical work formerly performed by legions of administrative personnel onto the workloads of pretty much everyone left after the cuts. It was essentially self-serve enabled by advances in technology. And while workers reacted negatively to losing secretarial assistance for report generation and letter-writing, the adoption of new office productivity technologies that accelerated in the ensuing years validated the decision to expect employees to assume more responsibility. It took time but eventually, we all became expert email and excel users.
Similarly, the mathematical cost calculation for providing a self-serve portal to customers is so clear it’s exhausting to imagine disputing the strategy. The industry has moved definitively in that direction. And in case it isn’t obvious, Technology Services Industry Association (TSIA) in its recent Technology Services Heatmap produced a table showing the adoption of 42 technologies employed in the post-sales world of enterprise software. Self-serve is one of only four technologies deployed in more than 75% of enterprise companies.
Peak self-serve? Perhaps but don’t be fooled into thinking the bargain is all in favor of companies. Customers enjoy significant benefits too, as highlighted in this article in the Harvard Business Review. It offers them convenience and speed and in this age of choice those attributes can help address imbalances presented by the eternal yin and yang of SaaS, retention, and churn. Both customers and vendors benefit from self-serve because it places the concept of customer value front and center. Vendors commit to providing what customers need and customers commit to doing many things for themselves as long as they continue to receive, through the portal, what they need.
Upon deeper consideration, this matter of evaluating self-serve through the lens of customer value is actually the more important factor of the self-serve equation and smart companies recognize this. They recognize that they need to invest in a comprehensive strategy that forces them to carefully tend to their side of the equation. If they hope to maintain the ROI of the technology, links will need to always work, documentation will need to be current, relevant, and acutely accurate, and interactive features will need to be, well, interactive. Furthermore, smart companies are using self-serve to better understand their customers through the ability to measure engagement and interaction and, in return, they use the knowledge gained to turn around and more personally nurture their relationships with customers.
Self-serve is a critical, and modern, customer-enabling strategy and it constitutes a major plank in the platform of our new service model announced on May 7.
In the end, smart companies know that the question of helping customers achieve their expected business outcomes isn’t really about what those customers want. Smart companies know the more relevant question revolves around what customers need and to answer that, self-serve removes a lot of the guesswork by opening a window and letting the customers in.
Twitch Plays Pokémon broadens how we think about what is and how to play a video game. We’re now seeing other developers build on this, mixing streams, games, and community in a way to create new experiences. Outpost Games does this with battle royale in SOS, where viewers can vote on what players get boosts and other goodies. And another exa…Read More Social – VentureBeat
In 2018, video marketing has become ubiquitous in news feeds and it’s one of the best tools for persuasion you have available to you. In fact, 72% of businesses say video has improved their conversion rates. Naturally, because your landing pages are designed to persuade and convert, it makes total sense you’d want to use videos to boost the power of your offer.
But how do you know if visitors are actually interacting with your landing page videos? If you’re spending money on producing video content (especially if it’s offer-specific), you’ll want to know if your target audience is engaging.
While some of you may have access to a video marketing platform and resulting analytics, this post is going to share how you can get view information for YouTube video players using the free tool Google Tag Manager.
Once you follow the steps below for your Unbounce pages, you’ll be able to see:
If visitors are actually watching the videos on your landing pages
The duration of how long visitors are watching for, and
Where visitors are dropping off (this can help you understand what content to modify to keep visitors engaged).
First up: Add Google Tag Manager to Track Your Landing Page Videos
This is really easy to do in Unbounce. First:
Head to the Script Manager under your Settings tab.
Then, click the green “Add a Script” button.
Next, select the Google Tag Manager option.
Assuming you’ve already signed up for Google Tag Manager, you can add your Container ID.
Lastly, attach your domain to the script, and you’re all set!
Once you have the script saved, use Google Tag Assistant to confirm the tag is working. After setting up this Tag Manager, next we’ll want to define how we want to track user interactions with our YouTube embeds, which brings us to…
Create Tags to Track Video Engagement
On September 12, 2017, Google Tag Manager released the YouTube Video Trigger which finally gave marketers the opportunity to track engagement from embedded YouTube videos within Google Analytics. Tag Manager added built-in video variables, and we want to confirm they are selected before creating any tags or triggers.
When you get to the Variables page in Google Tag Manager:
click on the red Configure button, and simply check the boxes for all the video variables, as seen in the image below:
Next, we can create our trigger. Triggers control how the tag will be fired. The only option we need is the YouTube Video trigger type.
From here you can select the specific information you want to capture. These actions include when a user starts a video, completes a video, pause/seeking/buffering, and the duration of how much of the content they actually watch.
In the image above, we see just one option of a trigger you can create. If you choose to select ‘Progress’, you have to choose either Percentages or Time Thresholds. It has to be one or the other. You can’t do both. Using Percentages, you can add any number you like (i.e. it doesn’t have to be the numbers I used in the example above). Tag Manager will automatically add 100 for a completion.
On the other hand, if you choose ‘Time thresholds’, you will add the numbers (in seconds) you’d like to have recorded in Google Analytics. If your campaign focus is on views, I’d stick with Percentages. But, if you want to see where users are dropping off to help you improve the content of your videos, Time Thresholds is a good choice.
Lastly, choose when the trigger will fire. By default Tag Manager will fire the trigger on all videos, but you can choose to fire on only some videos.
You can also make your video triggers a lot more specific. The image below shows several options you have to fire the tag on a variety of custom variables for your YouTube videos. If you only want to track videos on certain landing pages, you can do that, but if you only want to track certain videos no matter what the landing page is, you have that option too. Create the trigger which will give you the data you need to make better decisions about the videos on your landing pages.
Now let’s set up the tag!
The image below is just one example of a completed tag set up. Here, you can change the Category, Action, and Label to capture the appropriate video data you want to collect. You can also research and find some cool custom versions of these tags like Simo Ahava’s YouTube Video Trigger. There are many options out there, so find the tag which works best for you.
Now that we can track the YouTube video interactions, let’s view the data.
View the Events Report in Google Analytics
In Google Analytics, head over to Behavior > Events. In the Overview or Top Events sections, you can see the Event Category lists of whatever you are tracking. While Event Category is the default view, you can switch to Event Action or Event Label to get deeper data depending on how you set up your tag.
So, how do you relate YouTube video tracking with our landing pages? Easy. Click on Secondary dimension, search for “landing pages” and select it. From here you’ll be able to see the page URL path alongside the current view you have pulled up.
We now have the data in Google Analytics to view which videos users interact with the most, how long are users watching the embedded YouTube videos, and which landing pages are actually seeing video engagement.
Now You Have Data to Improve the Videos on Your Landing Pages
If you find visitors barely watch your videos (think viewing less than 30% of the content), you now have data to push your team to modify the length of the videos, for example, or get to your key message differently (perhaps you have a really long intro?).
If the data shows users aren’t watching your videos at all, you may want to replace the video on your landing page with other, more customized options, or even text that sums up the value props presented. Finally, if you identify really popular videos, it could be a great opportunity to determine if there are opportunities for reuse on other relevant pages, too.
Overall, you won’t know whether page visitors resonate with the videos on your landing pages unless you track this. Let me know in the comments below if you have any questions on the setup above – happy to jump in with answers.