Daily Marketing Recap — June 10th.
Your daily summaries of the most important news/insights in marketing. Be sure to follow me on Twitter.
Increasing customer loyalty: Strategies from Shanghai
In a recent Econsultancy report, marketers rated ‘increased customer lifetime value and loyalty’ as the most important benefit derived from understanding the customer journey.
How to Increase Loyalty:
- Collect data (phone numbers, birthdays, etc. to stay engaged)
- Understand customer journey and lifecycle
- Collaborate for insights (work with CRM, Business Intelligence, and Sales Teams to learn more about customers)
- Loyalty programs
- Measure success
The best APAC digital marketing stats from May 2016
Social media a bigger influencer of purchasing than TV or store visits.
Japanese consumers are put off by pre-roll. The Japanese are most likely to consider an adblocker — some 94% — according to Unruly’s Future Video Manifesto while 62% said they are put off a brand when forced to watch pre-roll.
Nearly half of Asian 20–30 year olds shop online at least once a week.
Desktop pre-roll is the preferred video ad format in South-East Asia. TubeMogul’s Q1 2016 report states that desktop pre-roll has a 90% share of impressions in Thailand and Vietnam.
5 outstanding mobile customer experiences
- Hilton HHonors app: check-in and digital key
- Geico: car insurance quote
- ActBlue Express: one-click donations to Bernie Sanders
- Boltbus app: Uber integration
- Walgreens: multifunctional app
What marketers need to know about eSports
According to a report by market intelligence firm SuperData, the eSports market generated a total of $747.5m in revenue in 2015.
Maturation in those markets should help propel eSports to a nearly $2bn market by 2018 by some estimates.
There are opportunities around event sponsorships, team sponsorships, player endorsements, and traditional advertising against digital and broadcast media properties.
Brands looking to get involved with eSports face numerous challenges. One is that the market, while growing by leaps and bounds, is still niche, fragmented and many of those in it retain an indie streak. Another challenge is that eSports is still, to many, a fringe phenomenon, and this can make it hard for some brands to fully embrace it.
Do Website Engagement Rates Impact Organic Rankings?
If you improve your click-through rate, you should see your rankings and conversions improve.
Having positive website engagement metrics is even more critical as Google measures dwell time.
As long as you have a low bounce rate (below 76 percent) then you’re more likely to show up in positions 1 through 4. However, if your bounce rate is higher (above 78 percent), then you’re much less likely to show up in those coveted top 4 positions.
It’s easy to see that if your keyword/content pairs have decent time on site, then you’re more likely to be in top organic positions 1–6. If engagement is weak on average, however, then you’re more likely to be in positions 7 or lower.
Google Analytics begins breaking out iOS traffic by model (when it can)
When iOS user agents include a specific device model, Google Analytics now lists them separately in the Mobile > Devices report.
5 Ways Socially Mature Brands Deliver Great Customer Experience
Timing: 72 percent of customers who complain on Twitter expect a response within an hour, and 53 percent believe waiting time should be even less.
Make customer service top priority across all channels: your customer service should be available over any social platform where they are already present.
Be Human: show some personality
Resolve In-Channel: If you are discussing an issue on Facebook, keep it on Facebook.
Get Your Entire Team Involved: present yourself as a unified voice
The Secret to Powerful Products that Sell: Meet Tara Gentile, Creator of ‘Quiet Power’
Listen and observe: a deep focus on listening uncovers audience interests, fears, and desires.
What do they care deeply about?
Solve a specific problem.
Build sales pages and promotions around specific audience keywords you have observed.
Design and UX Trends to Boost Conversions
