Marketing tactics help you get your products and services in front of your target audience. But without measuring your activities, you might be running blind.
Fortunately, analytics tools provide details about your current marketing performance and the channels responsible for the results. They help you understand what is working – and what it isn’t. They help shape your marketing strategies so that you can achieve better results in the future.
That’s why it’s so important to not only develop marketing strategies, but also to be very clear about your objectives and how exactly you’re going to measure them; i.e. which metrics you need to monitor and measure in order to improve your strategy and focus your efforts and resources on what really works.
In this blog post, discover 6 marketing analytics tools you need to know and use.
Understanding the true business impact of your marketing investments is critical to the success of your business. With this knowledge, you can ensure that you are always investing your marketing budget in the channels and activities to drive growth.
Infinigrow, an AI-driven marketing planning optimization platform, helps you do this.
By connecting to your CRM, marketing automation platform and the rest of the tools in your marketing stack, InfiniGrow gives you centralized, real-time visibility into your data.
InfiniGrow uses advanced multi-touch attribution analysis to uncover the exact impact of any marketing activity across different channels and KPIs. Considering that 42% of marketers see proving ROI as their organization’s top marketing challenge, this is vital.
The platform allows you to forecast the results of any budget scenario so you can build the most effective marketing plan for your organization. If that wasn’t enough, InfiniGrow provides you with ongoing, AI-generated recommendations about where to allocate your budget to maximize your results.
With Infinigrow, you can understand the exact impact that your marketing activities have on your business and confidently allocate your marketing budget toward the best-performing channels to hit your goals.
With this tool, you can understand your customers better and streamline your content and offers to improve conversions. Mixpanel allows you to segment your data based on different metrics to give you a more accurate view of your performance for different segments.
Likewise, you can see your users’ activities to understand how they’re using your products and if they’re hitting roadblocks. The cohort analysis helps you to compare how different sets of people use your website for a particular event.
Perhaps one of the most important features in this tool is the flow that visualizes how users go through your website pages. Having this information will help you optimize your pages for better conversions by identifying points where users drop off in your campaigns.
Added to these, you can create alerts so that you’ll know when some metrics experience sudden change. Mixpanel provides reports to share your results on your key performance indicators (KPIs) with your team members.
If you’re looking for an all-in-one analytics tool, then Cyfe is a great option to consider. This tool allows you to add widgets to your dashboard from the following categories:
- Web analytics
- Sales & Finance
- Social media
Added to these, you can add custom widgets. With Cyfe, you can connect your marketing platforms like Google Analytics, Facebook, and others and be able to track their performance in a place. Basically, it’s an easy way to collect and view all of your marketing data (although you can use for other purposes as well, such as keeping an eye on your sales and your salespeople), in one place:
The tool provides real-time updates on all the platforms which improve your data accuracy.
Furthermore, you can create reports easily from the data available on this platform. This is beneficial if you have team members or a boss who wants to see your marketing reports to evaluate the performance of your campaigns.
Improving search engine traffic is vital for any business. With SEMrush, you can get analytics to improve your search engine optimization and PPC ads performance.
First of all, you get details about your website’s organic traffic such as:
- Number of sessions
- Number of users
- Average Session duration
- Bounce rates
- Goal Completion
Detailed keyword analysis will help you find the right keywords to target. SEMrush provides details about your keywords such as search volume, cost per click, keyword difficulty, and more. You also get keyword suggestions to find long-tail keyword variations that are more valuable.
Furthermore, its backlink analysis tool will show you the websites linking to your pages. With this, you can get more opportunities and track your performance for your link building activities.
One of the best and most exciting features is the competitive analytics available in this tool. SEMrush allows you to track and see exactly what your competitors are doing to gain search traffic.
Added to that, you can find their top keywords as well as keyword gaps (keywords they’re ranking for that you’re not). Other details about your competitors you’ll find are their ad strategy, top PPC keywords, ad copy, and landing page analysis.
Even though you’re trying to create a customer-centric product, it’s a bad strategy to forget about your competitors. Because if your competitors are doing better than you at marketing their product and brand, you’re likely to lose business to them. But fortunately, there are ways to spy on your competitors.
TrackMaven provides competitive intelligence that gives you a much clearer view of how you compare against your competitors across 15 online channels. With this tool, you can get data about your marketing in the following categories:
- Social media
- Website analytics
- SEO & Traffic
- Social listening
- Influencer marketing
- Competitive intelligence
From the data you get, TrackMaven provides insights into your performance in each category. You can also measure your marketing ROI as this tool assigns a dollar value to the pieces of content on your website and your social media posts.
More so, you can make a side-by-side comparison of your marketing activities with your top competitors and industry influencers. The data you get on the platform are in real-time and helps to eliminate the issue of having outdated data.
TrackMaven has reporting features that helps you to present your performance data to your team members or boss.
Tracking your results is a vital part of the marketing process. Because at the end of the day, there’s no point in investing blindly in marketing strategies if you don’t know whether they actually worked or not. Not to mention, only be leveraging analytics you can further boost your marketing strategies, and consequently, your success online.
Use these tools to get data and insights on different parts of your marketing strategies – from social media to your website and from measuring actual marketing ROI to analysing your competitors.
Is Email Marketing Dead? No, But These Practices Are
99% of people check their email every day.
With a statistic like that, it’s not hard to see why email marketing is a go-to for marketing campaigns. What’s confusing, though, is that sometimes, email marketing ROI can look a little bleak.
An un-successful email campaign in a world where opening emails is such a big part of people’s lives can be confusing, and brings up an important question:
Where is the gap between consumers checking their email constantly, but not clicking on your brand’s message?
Before you pull the plug on email marketing completely, consider this — 73% of millennials prefer email communication when receiving marketing material.
Ultimately, the problem may not be the marketing channel, but the message delivery.
So, is email marketing dead? Or, is there something that can be done to enhance the email marketing experience — for consumers and marketers?
In the next section, we’re going to answer that question and why a marketing strategy makeover might be necessary for a struggling brand.
There’s no need to hold a funeral: email isn’t dead, just outdated.
If your brand’s email marketing strategy is currently struggling with bringing in high ROI, it could be because your strategy hasn’t been improved to reflect how email currently works.
Ultimately, if you’re not catering to your audiences, or if you’re not using metrics to appropriately measure and improve your email campaigns, you’re likely missing out on ROI — not because email marketing is dead, but because your strategy is outdated.
To improve your email marketing ROI in 2020, here’s what to retire:
Email Marketing “Dead” Practices
1. Impersonal subject lines
Email marketing starts before readers even open the email. Subject lines can make or break open-rate, a metric that tracks how many subscribers open your emails.
A major component of a successful campaign is targeting the customer by creating content that identifies with their lifestyle. In email marketing, this begins with the subject line.
As a consumer, if I see an emoji in a marketing email’s subject line, I immediately open it as opposed to others, because to me, this shows that the sender took a little extra time to personalize the message.
For instance, here’s a look at the promotion emails I’ve opened and engaged with:
Personalizing marketing messages makes readers feel connected to what’s being sold. Generally, making a subject line personal can be as easy as noting the holiday season or asking a question to get readers thinking.
Think about what in your email is the “must-know” takeaway, and create a short subject line that taps into emotions to get subscribers clicking.
2. Ignoring GDPR standards
In a nutshell, GDPR means making sure the reader gives clear, unambiguous permission to receive marketing emails. Full compliance with General Data Protection Regulations (GDPR) ensures that sending marketing emails is legal.
GDPR was created so consumers know their data is protected and being used by brands they have trusted with personal information. They opt-in to emails they’d like to receive from brands they’re interested in.
This is good news for marketers because it means your email campaigns will only be sent to users who are genuinely interested in your marketing messages. It also ensures your email marketing messages are compliant with the law.
Email marketing software should be GDPR compliant. If not, it’s time to choose new software. HubSpot has a great guide about navigating GDPR, incorporating these rules into strategy, and why the email marketing tools from HubSpot already follow the standards.
3. Using templates that aren’t mobile-friendly
The world is mobile now. When I check my emails in the morning, I’m checking from my phone, where I prefer to check my email.
Emails that aren’t mobile-friendly are probably raising your bounce rate exponentially due to poor user experience. Because it’s so easy to click away from something that’s unappealing, emails optimized for mobile should be an important step in the design process.
Apple’s iPhone is the most popular method for opening emails, with Gmail in second place. For some audiences, marketing emails that are stellar for mobile should take priority over emails for desktop, so the majority of readers don’t get turned away from desktop-friendly templates.
For businesses using email automation software, check the mobile previews as well as the desktop previews when drafting your email design. If the template being used interrupts comprehension or is just plain ugly on mobile, it might be a good idea to switch to something else.
4. Poor email design
We’ve talked a little about design, but it’s really imperative to take time designing emails that delight readers.
Emails lately have gotten snazzy. From animations to GIFs, and even embedded full-length videos, businesses are dipping their toes into exciting email marketing efforts to pull readers in.
Emails that have quick loading time, bold CTAs, and colorful visuals typically perform best. Consider this email I received recently from Adobe:
There are ways to include helpful information in emails without sacrificing the user’s experience, and it’s all about using visuals
Think about it — an email newsletter with an emoji in the title, a beautiful infographic, and a couple of lines of exciting copy before an engaging CTA is exciting to look at and read.
An email newsletter with long paragraphs, the same-old template and a CTA that hasn’t changed in years are … less than exciting, and probably leave readers clicking out of that email in favor of something that is.
Here are some examples of how email campaigns are stepping up design. In a nutshell, think about how every email can visually tell a story as much as words.
5. Not strategically using metrics
Tracking metrics helps fill in the gaps when looking at where to improve with marketing efforts. They break down the behavior of email subscribers.
There’s been a lot of talk about metrics, and that’s because metrics drive results. They are the numbers behind the campaign. Metrics tell marketers a plethora of important details.
Metrics collect data on how many people are interacting with emails, when they are, who they are, and for how long. All of this information is important to know when planning because they lead to important marketing decisions.
For instance, let’s say a marketer who checks email marketing metrics regularly notices that the bounce rate is high, meaning that readers are opening emails but not engaging with them. This can stem from a variety of issues, but knowing the bounce rate tells the marketer what to focus on improving for the next marketing email.
Metrics save time by reporting on what’s working and what isn’t. To begin tracking metrics, consider what email software you use. Many have reporting and tracking built into their tools, as well as information about how that data is collected and interpreted.
Ultimately, the reasons you may not be seeing results is not because email marketing is dead — it’s because of how you’re email marketing. So, before you turn away from email marketing as a whole, think about ways you can beef up your strategy to compete.
Top 15 Prank Call Podcasts You Must Follow in 2020
- Prank Call Podcasts
- Brooke & Jubal
- Run That Prank
- The Snow Plow Show Prank Call Podcast
- World of Prank Calls
- The Macron Show
- Another Prank Call Show
- Dwight the Janitor Prank Call Podcast
- Prank Calls – Jared and Katie in the Morning
- Calls from the Grave
- Darren ‘Whackhead’ Simpson’s prank calls on Kfm Mornings
- Wasted Memory Prank Call Show
- Phone Jacks
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Prank Call Podcasts
Seattle, Washington, United States About Podcast Here’s what you can expect on the show… Jubal’s Phone Taps -Jubal brings you hilarious prank calls with unsuspecting targets. Listeners can submit requests to prank their friends and family. Second Date – Brooke & Jubal take calls from listeners who went on a date, and are getting blown off for the second date. Brooke & Jubal call their prospective listeners to find out why they are not getting the callback. If you need to have an awkward conversation. Brooke and Jubal will give you their advice, just as long as you agree to have an awkward conversation on the air! Frequency 6 episodes / week Since Nov 2019 Podcast brookeandjubalradio.com
Facebook fans 125.1K ⋅ Twitter followers 9.3K ⋅ Instagram Followers 49K ⋅ Domain Authority 25ⓘ ⋅ Alexa Rank 278.9Kⓘ
About Podcast Run That Prank podcast showcases some of Thomas Miles’s classic prank calls. Frequency 5 episodes / week Since May 2017 Podcast iheart.com/podcast/51-run-th..
Facebook fans 1.2M ⋅ Twitter followers 83.2K ⋅ Instagram Followers 311.2K ⋅ Domain Authority 87ⓘ ⋅ Alexa Rank 2.3Kⓘ
Roy, New Mexico, United States About Podcast The Snow Plow Show is a comedy podcast that usually happens at least a couple of times a week. Each episode focuses on phone pranks, hax0ring, and phone-related news. The show is hosted by Brad, who is occasionally joined by guest hosts. Frequency 2 episodes / week Since Oct 2012 Podcast snowplowshow.com
Facebook fans 1.2K ⋅ Twitter followers 366 ⋅ Domain Authority 20ⓘ ⋅ Alexa Rank 8.8Mⓘ
Roy, New Mexico, United States About Podcast This weekly show features the absolute best prank phone calls you can find from today’s hottest prank call artists. Each show contains around 30 minutes of material guaranteed you make you feel guilty about laughing. Frequency 1 episode / month Since Dec 2017 Podcast worldofprankcalls.com/catego..
Facebook fans 1K ⋅ Twitter followers 221 ⋅ Social Engagement 1ⓘ ⋅ Domain Authority 19ⓘ ⋅
London, England, United Kingdom About Podcast The best prank calls and comedy podcast in the multiverse! Join Macron The irreverent British Rascal as he takes you on a prank call Journey around the world. Listen as he calls unsuspecting people and plays phone pranks on them. Frequency 1 episode / week Since Jul 2015 Podcast macronshow.com/podcast-2
Facebook fans 1.2K ⋅ Twitter followers 440 ⋅ Domain Authority 18ⓘ ⋅ Alexa Rank 7.6Mⓘ
Tennessee, United States About Podcast Another Prank Call Show follows the adventures of King Richard as he makes the world a better place one prank phone call at a time. Frequency 2 episodes / month Since Jul 2018 Podcast anotherprankcallshow.libsyn.com
Twitter followers 112 ⋅ Domain Authority 10ⓘ ⋅ Alexa Rank 4.1Kⓘ
United States About Podcast Dwight the Janitor Prank Call Podcast hosted by Dwight McClanahan. Tune in on Saturday Night’s at 10 PM EST / 7 PM PST. You will find some of the most epic pranks calls around the web here. Frequency 23 episodes / month Since Aug 2014 Podcast prankcallnation.com/node/cat..
Facebook fans 2.1K ⋅ Twitter followers 469 ⋅ Domain Authority 23 ⋅ Alexa Rank 10.9M
Greensboro, North Carolina, United States About Podcast Do you enjoy a good prank? So do we! Listen as the Jared and Katie morning show from 107.5KZL pranks caller after caller. You will bust a gut laughing as they fool everyone they call. Frequency 1 episode / month Since Jan 2016 Podcast jaredandkatieinthemorning.co..
Domain Authority 6 ⋅ Alexa Rank 6M
About Podcast A sketch comedy group that accidentally turned into a live Prank Call Show! Going strong since November on Facebook LIVE, we are finally here for your listening pleasure. Frequency 1 episode / week Since Jan 2019 Podcast callsfromthegrave.podbean.com
Facebook fans 1.1K ⋅ Twitter followers 120 ⋅ Instagram Followers 430 ⋅ Domain Authority 86 ⋅
Cape Town, Western Cape, South Africa About Podcast Catch Whackhead’s Prank on Kfm Mornings. Listen to a silly, yet hilarious prank call from Darren. Frequency 3 episodes / week Since Jul 2019 Podcast kfm.co.za/Show/kfm-breakfast
Facebook fans 198.6K ⋅ Twitter followers 351.2K ⋅ Domain Authority 54 ⋅ Alexa Rank 227.8K
About Podcast Dragonmere does live calls every Fri 7 PM EST. Tune in for fun comedy phone prank calls. Frequency 1 episode / day Since Apr 2019 Podcast wastedmemory.com
Facebook fans 83 ⋅ Twitter followers 70 ⋅ Social Engagement 2 ⋅ Domain Authority 13 ⋅
12. Phone Jacks
Columbia, Missouri, United States About Podcast Each Friday, we play the part of some wild character, and prank call your friends, with some ridiculous situations, and hysterical results. Frequency 3 episodes / month Since Mar 2019 Podcast y107.com/phone-jacks-podcast
Facebook fans 23.8K ⋅ Twitter followers 5.1K ⋅ Instagram Followers 6.1K ⋅ Domain Authority 37 ⋅ Alexa Rank 4.2M
The post Top 15 Prank Call Podcasts You Must Follow in 2020 appeared first on Feedspot Blog.
The FTC's influencer endorsement guidelines may soon become binding
The Federal Trade Commission may be increasing the severity and scope of its responses to misinformation and paid influencer ads that present themselves as organic content.
In a statement released last week, the FTC’s Commissioner Rohit Chopra stated that the blurred lines between clearly paid endorsements and seemingly authentic reviews are damaging the online marketplace by spreading misinformation.
Previously, the FTC has pursued action against companies such as Lord & Taylor, which paid influencers to wear select dresses without disclosing the financial relationship between them and the company, and Sunday Riley, whose founder instructed employees to write seemingly unbiased and positive reviews on Sephora.com.
The FTC settled these cases without any punitive fees or requiring the companies to release any ill-gotten data.
The soft response to unethical marketing strategies doesn’t seem to be deterring businesses from these practices, so the FTC is considering civil penalties and stricter regulations for how companies use digital marketing and online endorsements.
What is the FTC focusing on?
In the statement, Commissioner Chopra specifically focused on influencer ads and endorsements on Instagram, YouTube, and TikTok.
For years, companies have been able to create (or pay for the creation of) seemingly organic content: reviews, videos positively featuring brands, and images highlighting products that influencers share with their followers.
Unlike product placements in movies or traditional television ads, these endorsements blur the line between reality and paid promotions.
It’s not clear whether an influencer happens to use a product in their day-to-day life, they’re recommending the product because they honestly believe in its quality, or they’re recommending the product because they were paid to do so.
That uncertainty hinders consumers’ ability to make well-researched, educated decisions about the purchases they make or even what they believe about different brands.
The blurred lines have grown more convoluted since 2019, when Facebook began allowing advertisers to promote influencer posts that aren’t clearly advertisements. The harms of this practice include:
- Misinformation, both for close followers of influencers and new audiences who may not suspect a financial relationship between the poster and a company.
- An increase in potentially unethical data collection practices that companies can use to create more targeted advertisements.
- Erosion of consumer trust in companies as social media users begin to mistrust mentions of products and companies in both seemingly and authentically organic contexts.
Who should pay the price for unethical endorsements and marketing?
On the face of the issue, it’s not clear who is at fault for murky endorsement practices.
Companies and advertisers are the entities structuring the financial relationship so the endorsement seems organic. But influencers are the ones posting images and videos without fully disclosing their motivations.
Even the social media platforms share responsibility, both for having unclear guidelines and for having paid promotion options that let advertisers push “organic” content to new audiences.
Right now, Commissioner Chopra considers the advertisers to be the bigger problem. “When individual influencers are able to post about their interests to earn extra money on the side,” he said in his official statement, “this is not a cause for major concern.”
Instead, it’s the companies that directly profit from misinformation and data collection that are the focus of this potential crackdown.
The FTC’s history of settling cases without penalties and proposing no-money, no-fault orders isn’t having an obvious deterring effect. When companies can keep their profits and newly collected data from unethical practices, it could even encourage brands to be bolder.
The recent statement doesn’t propose any definite penalties. However, it does propose a review of the FTC’s endorsement guides and a potential revision that changes the non-binding guidelines to required and regulated measures. This includes developing these rules:
- Regulations that keep social media platforms in check because they indirectly profit from influencer endorsements.
- Clear requirements for future contracts between companies and influencers about disclosing any financial relationship.
- Holding violators liable “for civil penalties under Section 5(m)(1)(A) and liable for damages under Section 19.”
What should businesses be doing in response to the FTC’s statement?
Currently, there’s no direct action being taken to revise the FTC’s endorsement guidelines. However, this is a good opportunity for businesses to evaluate their current marketing practices, especially if they utilize social media platforms and influencer endorsements.
Whether the FTC puts civil penalties in place or not, businesses benefit from being honest and disclosing relationships between their brands and influencers.
Reputation is a valuable commodity, and brands stand to lose consumer confidence if seemingly organic content is revealed to be a paid endorsement.
What are specific measures companies can undertake to create more authentic advertisements and communicate clearly with audiences? Encourage the influencer to disclose the relationship.
Online audiences value humor, honesty, and clarity. They will appreciate knowing that an influencer is being paid to promote an item far more than discovering the relationship during a potential future scandal.
Hashtags, on-screen graphics, and clearly visible relationships between influencers and companies can all communicate the nature of an ad while preserving the user experience.
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