awesomeberserker-blog

[awesomeberserker-blog]

The Pitfalls of Last Click Attribution

“Last-Click Attribution” refers to a web analytics model in which the “last click” is given credit for a sale or conversion which makes marketers feel uncertain about how their branding and awareness efforts are impacting the campaign as a whole. And Google has its recommendations and best practices for attribution in Google Ads since attribution models could help marketers to better understand how their ads perform and how to optimize across conversion journeys. Google Ads also offers several attribution models that include the last click, first click, linear, time decay, position-based, and data-driven to better help marketers since Last-Click Attribution has shortcomings.

Limited understanding of customers

Since last-click attribution only gives credits to the last platform or medium that the user converted from, marketers may misunderstand consumer behavior. As we know, consumer behavior is complicated that consumers rarely purchase products without previous research. Instead, people begin their purchasing journey by identifying their needs and may have some researches and have weeks of thought. And they could be influenced by organic search or paid search before their final purchasing decision. In this case, last-click attribution would give marketers skewed insights that can lead to wrong optimizations. 

Ignoring the standard conversion funnel

we all know that conversion is a complicated process. And a standard conversion funnel includes awareness, interest, desire, and action. But last-click attribution only considers the bottom-of-the-funnel interaction which means marketers may miss the real marketing technique that works through the process.

Recommendation

Since last-click attribution is the method of choice for organizations that are subject to rigid organizational structures and marketing teams have incentives to drive more conversions, last-click attribution can’t be easily revamped. But marketing teams should shift to multi-touch attribution to better understand their customers. 

[awesomeberserker-blog]

Video games and E-commerce: Buy “One” and get “Two”

Due to the coronavirus outbreak, E-commerce spending in the U.S is up more than 30% from the beginning of March through mid-April compared with the same period last year. Besides, sales data shows that many shoppers have shifted their focus to entertainment products such as games as people are in quarantine. Standard Nintendo Switch is even out of stock at nearly every major retailer.  We all agree that video games and E-commerce occupy a large part of life, especially during the virus crisis. Then what if video games and E-commerce have a closer cooperation?

You may be familiar with product placement which is a form of advertising where a business will pay to have its product prominently displayed in a piece of art. And there are many successful cases in video games. For example, Monster Energy Drink was featured prominently in Death Stranding which is a famous action game developed by Kojima Productions. Not only can you make your main character Sam drink Monster Energy Drink, but also piss it out. And you can even use that piss in your weapons, making this beverage the grossest power-up of the year. 

Then, what if we have an E-commerce website where you purchase a product and get a game prop that has a similar appearance or function in video games. I prefer to call this website Game-Life Mart. For example, when you purchase band-aids on this website, you will receive a redeem code that could be redeemed for band-aids in video games. You may doubt that only limited games need band-aids to help their characters to stop bleeding after attacked by monsters. But we could expand the functions of the same product. In this example, band-aids could be used to stop bleeding or even recover health in role-playing games or a decoration on your characters’ faces or in your house in social simulation games. Customers could have the options for which game  they want to redeem the code for the same product purchased on Game-Life Mart.

In addition, products on Game-Life Mart are not limited to supportive props. Interactive props are also available like bikes, kitchen wares or smartphones. Product diversification will help the business to cover almost all types of games. Also, bosses drop can include some coupon or set piece “becoming” a prop that could be redeemed for a real product on Game-life Mart. 

Gamers will feel more interested when they play video games since they will have a new experience that buy “one” then get “two” or hunt for real products for life. They will share this amazing experience on their social media platform and there will be more cooperation between video games and E-commerce.

[awesomeberserker-blog]

New search terms have emerged with COVID-19

The world has changed due to COVID-19. Since people are in quarantine at home, they are more curious about the latest news and they are more likely to be reached by organic search in a state of need. The relationship between SEO and business strategies will become more tightly intertwined, according to Jim Yu, CEO at BrightEdge. It is a big challenge for marketers in such an unprecedented crisis, they can no longer rely on traditional marketing methods. It is also very important for marketers in different industries to understand how COVID-19 has affected and changed customer behavior when they are searching more for certain products and services. Let’s have a look at what different new search terms have emerged and their growth rate in different industries.

Catering industry

There are many more “Contactless delivery” and “near me” since many people are in quarantine at home and they are more likely to order takeaway and care a lot about their security.

Lawyering

Unemployment is another important issue in such a bad situation. There are many more searches for legal-related content using the terms “legal help”, “employment law”, and “Business protection”

Pharmacy

The keyword “mediation” is hitting an all-time high. There is a rising demand for products such as over-the-counter painkillers and herbal medication. People are asking different medical questions and stockpiling pharmaceuticals.

Online learning & video conferencing

Search volume of online learning, working from home and video conferencing is about 400% higher than the previous 11 weeks. The Daily search of the term “online classes” is more than 2000 per day. “remote learning” shows more than an 800% growth rate.

Conclusion

Brands should try to understand customer behavior, customer jobs, gains, and pains. It is very important to put yourself in their place and provide accordingly values. Then, ensuring your content to be of the highest relevance, quality and accuracy and using multiple variants of target keywords such as “virtual learning”, “online learning”, and “remote learning” to win in organic search. It is a golden opportunity to see how important digital marketing is and how search marketing works.

Reference

https://www.mediapost.com/publications/article/349574/customer-journey-search-terms-take-new-direction.html

[awesomeberserker-blog]

A transactional email from Amazon

Definition:

Transactional emails are emails that businesses send to customers to facilitate a transaction or provide a product or service. Examples include legal notices, shipping notifications, receipts,  password resets, and so on.

Example:

This email is an example sent by Amazon. It has good points and bad points.

Good points:

It clearly shows what the email is about.“Action required: Payment card” tells me the main point of this email before I open it. 

The email includes an obvious picture which is great for visual appeal.

The body of the email includes a link to easily complete.

It provides several text hyperlinks such as “visit this link” and “click here” to help customers to easily log in account or seek help.

Bad points:

Although it mentions 6 days to create a sense of urgency, it should be highlighted since customers may not read every sentence in the email.

It could shortly mention the services covered by prime since many customers may not familiar with all the benefits and then won’t willing to renew.

[awesomeberserker-blog]

Little Red Book vs. Douyin for marketing

What

Little Red Book(“Xiaohongshu”), also known as RED, or simply Redbook, is a Chinese social media and e-commerce platform where users can post product photos with reviews and tips for other users to read, comment, and share to other social media. 

Douyin is a Chinese video-sharing social networking service. You may be familiar with TikTok, known as the international version of the Chinese successful short video app Douyin.

Why

Little Red Book

Business model: It has developed from PGC-style one-way output shopping strategy to UGC-style overseas shopping sharing communities. After 5 years of development, its business model is mature and stable. 

Key statistics: 80% of Little Red Book’s users are women. They are mainly middle or upper-class women with higher degrees of disposable income. Over 50% of users are between the ages of 18-35 and are living in Tier 1 or 2 cities in China.

Celebrity endorsement of the product: Many celebrities and experts have shared high-quality notes making it the industry’s most famous platform for celebrity endorsement of the product. Little Red Book has invited various stars and influencers to settle in which attracted a huge fan base. 

Douyin

Large traffic: It is a platform with huge traffic. Douyin is a place where word of mouth is concentrated, and a behavior-driven incubation artifact for hot style item sales. 

Key statistics: Douyin DAUs estimated at 400 million.68% of Chinese social media users/59% of smartphone users are Douyin users.

Visual impact: Users are more likely to imitate and spread the interesting video. The output of brand content with stronger visual impact plays an important role in brands’ content marketing.

Provide e-commerce sales support: The Douyin platform itself also provides e-commerce sales support, which is a great help to the improvement of KOL’s transformation.

How

Little red book

Currently, there are more than 8000 verified brands featuring products on Little Red Book, including many major global brands. 

Create an official account

Translate packaging into Mandarin and partner with Chinese key opinion leaders by using the service “brand partner platform” which was opened in late 2018 aimed at connecting brands with influencers and KOLs to arrange for sponsored content. 

Ensure your content is authentic and relatable since this platform is driven by content. Content may include a how-to video, a top-tips article or an article giving information about the ingredients found in certain products.

Employ the SEO strategies to make sure the keywords and hashtags you use in your content are mindful. 

Douyin:

Companies can choose several Ad products for brand exposure.

A Brand Takeover ad is eCPM advertising. Brands should focus on how to make sure their advertisements are attractive enough to achieve a higher CTR. 

In-Feed Video is a good way for brands to reach target audiences since Douyin can analyze audiences’ interests or needs by using their browsing data. Also, In-Feed Video can link to landing page, hashtag challenge page or app store.

Top View is related to the brand takeover ad since it naturally fades into an In-Feed video ad only if audiences do not skip ads. Thus, again, Ads must impress the hearts of customers in 3-5 seconds.

Hashtag Challenge is good at encouraging audiences to create and share posts around the theme. And if influencers who have millions of followers are invited to attend the challenge, their fans can easily understand the theme and actively participate in the challenge as soon as possible. 

Douyin also provides the opportunity for brands to cooperate with influencers to have live videos, which increases brand awareness. Influencers can introduce more details about the product, which convinces fans of the quality of the product. Normally, the influencers’ persuasion combined with promotion price could dramatically boost sales during live videos.

However, companies should fully understand their needs and then carefully choose the suitable type of ads or combination for brand exposure and brand strategies.

[awesomeberserker-blog]

Wendy’s New Breakfast Menu Is Coming Soon?

The importance of a video for a campaign

I tried to find a good campaign without video advertising. It took me a lot of time and I failed. There is small chance brands get their campaign funded without a video. Video is so important  that it gets people an audio-visual experience around products. Without one, potential customers may think brands are trying to save money or don’t believe in their products enough to fully present it. Besides, it’s pretty hard for customers to envision themselves using the product without a video. In terms of online shopping, video plays an even more important role in marketing since customers can’t touch, feel, and try out a product to see if they really like it. 

How to make it better?

Wendy’s is making its biggest attempt yet to snag a bite of the breakfast business. The video for Wendy’s new breakfast campaign is good. It’s smart to tap McDonald’s former chef to promote its breakfast. And the video is emotional and does mention the launch date. However, maybe it’s exciting for customers who tried Wendy’s old breakfast menu, I do feel confused about what is on Wendy’s new breakfast menu and how does it look like. And what is the improvement that the old menu doesn’t have? And if the menu will be available in all Wendy’s restaurants and what time does Wendy’s serve breakfast? From my point of view, video for a campaign is not enough to be emotional and impressive. It also needs to be informational to provide basic information that customers may need. 

[awesomeberserker-blog]

Nreal’s mixed reality glasses will change the strategy on mobile marketing

Introduction:

Nreal first announced the Mixed reality Light glasses at CES 2019 and they are supposed to arrive this year.  You may feel confused about the difference between AR, VR ,and MR. Snapchat lenses and the game Pokemon Go are use cases for AR(Augmented reality). VR(Virtual reality) implies a complete immersion experience that shuts out the physical world. MR(Mixed reality) combines elements of both AR and VR, real-world and digital objects interact.

Advantages:

Weighing in at just 88g.

Advanced spatial computing capability and cross-platform compatibility

consumer kit:$499

It can be tethered to a smartphone

Support for all Android apps

share the same MR environment and see the same things

These advantages give this kind of Light glasses and MR a chance to be prevalent among customers. And people will have a brand new lifestyle in the next few years.  

Opportunities:

Have you had difficulties in trying to learn how to cook a new recipe? You probably watched related videos for several times or tried to make some notes and finally found out that you did something wrong. You definitely will have a better experience when you wear a pair of Light glasses with its 3D Nebula system in a mixed reality view.

You may also have faced the same problems that you can’t figure out where to buy some special seasonings or good cookwares that appeared in the video. From my point of view,  new ad format will appear according to such a situation. Like what is showed in the photo. There could be some green plus buttons shows next to different stuff. And when you click on it, different brands or platforms will appear awaited for your choice to look at detailed information or  shop.

Since Nreal’s mixed reality glasses are just the beginning, mobile and MR will have better connections and interactions.  Apps that installed in your mobile will probably have many new formats of notifications. One day, when you walk on the street wearing a pair of mixed reality glasses, you may face the situation like what shows in the photo below. Apps will directly show the discount information on the screen when you pass by people who are wearing the brand’s products.

[awesomeberserker-blog]

WHOLE FOODS-Landing pages

Description:

This landing page is from an email. It’s part of a campaign to sell the best Italian goods.

How they got it right:

An explainer video further detailing cheese’s value. 

The headline “Your Guide to Parmigiano Reggiano, the King of Cheese” clearly explains the main purpose of this landing page is to help customers to get acquainted with this extraordinary cheese, which stays consistent with what is said in the email.

It highlights the time, purpose, locations, and benefits of the event. It also hyperlinks “Get event details” to give customers a chance to get more details.And the color of “Get event details” is green which is the same as the brand label’s color. 

It introduces three reasons why Parmigiano Reggiano is special and four delicious recipes. 

The page ends by funneling visitors to related products that provide alternative conversion opportunities.

UX/UI:

There are four buttons on the top of the headline. By clicking on these buttons, customers can print the content or share the content on social media platforms. Besides, Customers can click on “Store Locator” to find a nearby store if they are interested in the event. Customers can also click on “Customer Service” on the bottom of the page if they need more help or have a look at frequently asked questions. 

Conclusion:

This landing page and UI are both good at serving the purpose of the campaign.

https://inspiration.wholefoodsmarket.com/article/parmigiano-reggiano-guide/?ref_=pe_30952010_476574410

[awesomeberserker-blog]

An amazing viral video

Description                                                                                             

This video was created by advertising agency McCann Melbourne for “Metro Trains” in Australia to promote railway safety. It featured several cartoon characters to describe different dumb ways to die. The campaign was a big success that generated at least $50 million worth of global media value and more than 700 media stories within two weeks when the video was released in 2012.Besides, it contributed to more than 30% reduction in reckless accidents.

Analysis and Recommendation

When I first watched the video, I was attracted by its interesting, creative and bloody idea. Especially the song was impressive and unforgettable. “dumb ways to die, so many dumb ways to die” constantly played in my head. The song was probably the main reason why so many people shared, commented and downloaded from social media platforms. Even one year later, a “Dumb Ways to Die” game was released as an app for IOS devices. However, there were only three dumb ways to die related to Metro trains: Stand on the edge of a train station platform, drive around the boom gates at a level crossing and run across the tracks between the platforms. It should refer to more careless behaviors like disport on the station platform when people pass by.

[awesomeberserker-blog]

Branding or direct response

From my point of view, different formats emphasize different purposes. For example, video is more about branding, companies post video on the social media platform to deliver brand image and increase brand awareness. By likes, shares, comments or downloads, customers engage in the discussion of brands and have a better understanding of the brands. Email is more about direct response since people normally ignore the content of email unless there are special offers or coupons. The theme of Email is more about new products or coupon offers and concerns to get an immediate response to generate sales. Since different formats in the digital marketing mix with each other and the key to success in digital marketing is to generate targeted traffic that converts into sales. I can’t tell digital marketing is better for branding or for direct response. It benefits both at the same time and emphasize on different one based on companies’ strategies.