juehu-blog

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Why last-click attribution doesn’t always provide a true picture of which marketing technique works best?

Last-Click Attribution refers to a web analytics model in which the “last click” is given credit for a sale or conversion. In other words, if someone comes to your website and orders some flowers, you should have a web analytics system in place that tells you where that customer came from. 

Nowadays, the last-attribution doesn’t always provide a true picture of which marketing technique works best. when i search online, some official website said that the last-click attributions just need low data to analyses, only one touch point is tracked. This made the high marketing technique useless sometime, and the set-up is less technical.  For the reality, some marketing search company just record the clicks not the impressions. 

More to say, the last-click attribution is also just according to the middle of funnel and the bottom of the funnel tactics. The last-click can’t tell you how many times people interested in your brand, and also the impressions. It does not give you the true picture that really need a high or perfect marketing technique works.

As a result, for the brand itself, the last-click attributions is just one of the data to analyses the brand impression or the marketing technique. For more to test your brand marketing technique works better or not, try more tactics to record your customer shopping behaviors.

reference: 

https://yesler.com/blog/marketing-analytics/attribution-modeling-101

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Final presentation  Hot search ranking

Here is my illustrate and describe about my final digital marketing presentation.

I want to add a function named search rank in the Instagram, which shows the hot top 10 topic or the hashtag per day. Also, divide the topic from the different part , such as the life, pet, child and etc. Which engage people to find what they really want to search for.

I choose Instagram to have the hoe search rank, because it become the largest social media platform that we use today, and it still has a long way to improve itself, i mean it can be more better and more tightly to people’s life. 

This hot search rank has a lot of benefits which i think the Instagram need to think to have it. From the hot search ranking, the business can easily find a new way to have advertisement, not  only by the add-in advertisement or the sponsor, but also use the new function to create a hashtag and let it become the top hot rank topic. What’s more, it also benefit people . people can easily find the newest topic from hot top rank, just forget about the news, the top hot topic may tell you the news tell you, it make the social traffic more easily.

Why i think about this idea?this function can create a new way people gather information from social media, and engage them to be the one who push the topic to the top 10 hot search rank. People like the way to participate in the social media and be free to talk in the social community. 

As to the Instagram, it makes a new way to make money (from push the topic to the top hot search rank). Also, it give Instagram a more innovative way attract more people, it can become the hottest rank in the future. If you want to know what is the most hottest topic people all talk about, just see the Instagram hot search rank. 

ppt

https://docs.google.com/presentation/d/1XTxO8kOyLokglJMD-nO-WGvgcGK76RH6syvxKG74MLI/edit#slide=id.g1d7ccdfec7_0_189

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Something About Search Marketing

Here is what i read this week in the “search engine journal”, a  article named “4 must-have google sheets add-ons for every seo”

https://www.searchenginejournal.com/4-google-sheets-add-ons-every-seo-should-have/190477/?ver=190477X2

This article give us 4 ways in the google sheet that really help us in the search engine optimize. In the usual time,We do the undertake the large scale-analysis through the Microsoft excel. This article remained me that maybe google sheet is a good choice for the future. You can simply add in the functions from google analysis just by click. 

The article mentions four must have, that are search analytics for sheets, the super metrics, the google analysis for sheets, the text analysis. There is no hesitate that we all use the google analysis to be one of our search marketing analysis, but the question is how to did better with this function and utilize every kind of information to the maximum level.

inserting the  typical Excel functions in the marking search , it is also useful to  install many  Power Tools, Remove Duplicates, and Advanced Find and Replace. Although this may not in the specific in SEO, these do all serve to streamline a number of data analysis tasks.

All of these enhancements to Google Sheets, with its in-built competitive advantage such as the  cloud-based solution or Data Studio integration, now make this platform a real contender when we make SEO analysis in everyday.

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More marketers will increase spending more on email marketing in 2017

In this blog i shall draw your attention to reason why more marketers will increase spending more on email marketing in 2017 than any other marketers channels.

This table is from “Email report 2015-2019″ which published by a technology market research firm “the radicati group inc”. This report has mention that the world wide email accounts has increase around 6% every year, and it predict that the worldwide email users will be the 2943 million. This is the main reason why more marketers will increase more spending on the email marketing. This large amount of users has check their email account everyday, this is also give the marker a chance to reach their life habit every day by just sending email. The email marketing is a easy way to have the directly connect on your target customer and let them know every market activities.

More to say, the email is cost nothing. But it has create many opportunities to send your potential customer to your official wed side. Comparing to other marketing channels,  email remain in your customers inbox, and can be red or clicked repeatedly without any other (CPT)cost per impression. A more cheap way to send the information, and can keep a long connect relationship with your customers.By emailing marketing, the marketers has  mentions your customer about their goods again and again, this increase the impression and also build the customer loyalty. 

The 2017 will be a year that more rely on the webside, a year that our people more get used to be in the social. More of us has the habit to check the email every day of the morning. This habit led the trend of the market. A good markets has made the way to be one of your habit. Such as your are not supervised that your are receiving the mail about the advertisement, this is what they made your habit. 

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Critique a transactional emails i receive

Transactional Email is one-to-one emails that contain information that completes a transaction or process the recipient has started with you.Here is what the transactional email i receive 

This transactional mail is from the fashion brand tory burch. Every client will get this email on list to have the chance enter the private sale. This time is discount up ti 70%. I choose this mail to talk about, because i think its can be better.

 First of all , this design is perfect. It use the orange line abound word, which this color is represents tory burch. This simple design can easily attract peoples eyes. However, i believe if put some sale pictures inside or under this mail, can increase the click rate on the enter bottom in this mail. People are more interesting in the goods pictures than just see its up to 70% discount. Secondly, i see some social media sign in the bottom of the mail. Which i think is a good way to  let their customer share this mail to the social media, and make some traffic jam. After all, i have ask my friends their actions in this mail. Most of them show high interesting to click the enter now sign and go through the official web to have a watch. The words in this mail, such as” private sale , the new style”. Make customer like they has the VIP treatment, feel more wiling to buy things through this mail.

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The mistakes in mobile  marketing

In this blog, i share draw your attention to the biggest mistakes i notice when i use the mobile app in marketing place. Nowadays, people spend more than they image to look the mobile screen, research shows that people cost an average of 195 minutes per day using their smartphone. This is how important you provide the right good experience in the app for you customer, pay attention to this and leave a way from the mistakes.

Don’t treat the mobile experience the same as the laptop

Remember the picture our professor show to us, the same picture in the laptop screen may look so pretty. However, the same picture size in the smartphone screen may easily short down and become the different. Check out the picture in your mobile app, and make sure that the words the color the size is perfect match the phone screen. What i want to talk more about is the experience. When a customer use a laptop to shop, they may open the website pages as much as they can, its easy to switch each pages just through click. Don’t assume that it is the same habit in you phone. I often lost pages when i shop use the app, it is true that the information shown in the phone is  limited. In my mind, the best way to solve this is the “front game” pages(something like the menu) using the color to attract people, also using the extra space to have some app tips, that people like me do not lost where i should go.

No optimize for tablet, information send the same to all devices 

There is more than on mobile device now, the iPad iPad pro the Samsung screen all all in the different screen, Make sure that in every screen your mobile app show perfectly. Also you should consider your consumer may use different devices such as ios android. The way the message will display using these mobile devices will elicit different reactions which can either be positive or negative.  

Forget to educate your customer

Tell your customer whats the  function of your app, don’t assume that customer know your rule and will know in the future. Be treat your customer as a three years old child, tell them step by step about the app.

Not share to the social media

In the mobile marketing, we want more people to make the social traffic through our app. But i just see few of the app has the fiction  to share the content the social media, Image that i see a beautiful dress and want to share to my friends, there has no ways to share this picture, the only way is screen cut. You just lose one chance to let another customer know your brand.

a lackluster call to action (feedback)

 When users grab a smartphone to search, they have a specific intention to the words. Make it easy for them with a well-defined call to action button. Make it easier for your customer to ask for help, and improve the customer service. More mobile app are not pay attention to the customer feedback, and not improve the using experience. This also happened when i read a article , i need a reason to screen the QR code under the article. Ar code is effective in the way the marketer tell customer the value of this QR code. Such as the call to action “ screen here to buy now”.

ppt

 https://docs.google.com/presentation/d/1yTqSL-OhFdwnh7mf76n3ApYjx1d8cggAUTU2fxOzC_k/edit#slide=id.g58e8505e4_1_24

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LYFT video adertising

When i want to pick a brand where i feel that video advertising used more effectively, the lyft commercial advertisement is a successful campaign to talk about.

This video is 7 minutes length and often be seen in the you tube. It talks about a grandpa who has a car accident and to use the lyft at first time, and then she just become a lyft driver as she want to have more fun with people. The grandpa has lost his husband long time ago and she’s daughter is so busy , to be the lyft drivers, she meet various of people , which made me cry is that when she lost in the snow and feel helpless in the car. Her passenger has noticed what happened, and ask his friends to help grandpa out of danger. At the end of this video, it said that “ inspired by the drivers and passengers who have made lyft part of their story”. This words made me feel that it is so happy to be one of the lyft passengers and drivers. There has a thousands story like what i see in this video, and i can feel the love spread from the lyft. If you see the comments on this video, so many people cry for it and share their own experience as the drivers or the passengers. This campaign is so successful, it made the community around this video. A brand community exist to serve the poeple, lyft did that！it shows the idea that this app cares more about your feelings and it has more meaning beyond just a taxi app. This is why i believe that lyft is more powerful than uber, uber just made you feel it is a app. However, lyft made you feel you are part of it and you are the part of their story.

here is the YouTube video of lyft 

 https://www.youtube.com/watch?v=v8nyGzOLsdw

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landing page Tiffany&Co

In this artical I shall draw your attention to the mail I receive from the tiffany&Co thi week. 

It is a landing page of the Tiffany customization studio on fifth avenue. When I open this mail,I directly notice the Tiffany blue on the picture which i also post upon side of this blog. You can eszily recognize  the cutstome words on the pctures, it may be someone's name. It is also has the introduction under this picture to show that this is a timeless gifts just waiting to be personalized. 

In my mind,I think this is a good at serving the purpose. As we all know that the valtinesday is around conrner, and what to buy for your girlfriend or boyfriend is really become a serious question to everybody. Tiffany wants to take more market share and this is a good time to have a timeless service only at this time.can you believe that this gift is just made for you and how amamzing to see your name on a leather or jewellery. This customization just arrtact my eyes to click it and go through the official website, also if you wander is it too late to have it , it also mentioned that you can receive complimentary the same day.A good brand is take care of what their customer wants, and nowadays people are more likely to choose the unique product to buy，they want something just belongs to themselves and others don't have it. Tiffany just hold this trend and want to satisfied the costumer. This campaign can also increase the Sale and the traffic jam at the store at fifth avenue, it is a new begging of Tiffany, if this campaign is successful, I believe that Tiffany can find a new way to solve the problem in decreaseing of sales.

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Sephora BeautyTalk

Here is what I found the content from sephora. The beautytalk is a content blog from sephora official webiside, if you bug something it will show to you that someone has a recommend of this product in the beautytalk community, and you can know what others think about this beauty product. There has a lot of artiicals to search for ,such as the “2017 spring summer found in the wild” to show the newest products you may want. 

The official blog is created to let customer more easier to use the product which they bought from sephora ,offering a platform where you can see a dynamitc feedback of beauty skills around the beauty talk community. Creating your own account , avatar,photo gallery to share your own idea about beauty. What's more,sephora initially launched ratings and review years to years, they may aim to satisfied their customer and build the customer loyalty.

I believe that this community is successful. In the lithium.com, it shows that sephora beautytalk superfans spend ten times more than average customer in reading a reviews through beautytalk. Also the sephora sales increase shortly through luauched the product rating articals. More to say, I think sephora can held a compatition through some hot topics, like “"the most favourite eyes how you ever use”. To attract more people share their own idea about beauty and recommend the product at the same time. This is part of the sephora story , to be the leading chain of the perfume and beauty, this brand is not only to sale their prodect, but also wants to improve the customer satisfaction. See if you buy a eyeshow, and you have 100 rewiews says that it is really perfect for you to have it, the customer get the happiness through buying sephora product, on the other hand. Sephora get one more loyal customer.

The official beautytalk link:

http://community.sephora.com/t5/Sephora-com/bd-p/Dotcom_ideas

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Digital marketing:is it better for branding or for direct response?

When considering whether digital marketing is better for branding or for direct response, we need to know which ways take the most advantages of the digital marketing.

For digital marketing, the company took the most profit from the internet to find the customer segments,to search and target their own customer. It is the most effective way to treach the target audience and reduce the cost in advertisement. Secondly, the digital marketing is more affordable to deploy than the normal marketing, people nowadays can share their own content life in everywhere anytime they want, we can easily see their life through twitter Facebook ins etc.Thirdly, company can get a far exposure through the digital marketing, which means you can directly touch people's mind and made the traffic through the hot topic online.The most important advatnage I believe is that, improve the communication between the company and customer. Today we can connect the customer service through the internet and just talk about your own ideas about the brand to the company formal account.  

In my mind, the digital marketing is better for branding. It made the customer service more easily and reduce the distance from the company and the target audience. It also building the brand story through the internet and branding it's own culture. It is not a simple click for direct repose, it is a way to let more customer know your brand and atttrect more potential customer!