Category: Internet Marketing

Internet Marketing

How to Create a Facebook Link Image That Gets More Clicks

In recent years, it has become harder to drive organic traffic from Facebook. Not only does Facebook limit the reach of pages to less than 2%, but there are over 80 million pages you are competing with every time you post. This is why, if you want to drive traffic from Facebook, you need to do that extra bit to the links you post.
One way to go about this is by creating better Facebook link images because they take up the most space in a Facebook post and stand out from the text.

Image Source: Shopify’s Facebook page
If you create more attractive Facebook link images and optimize them for clicks, you will generate more attention and also drive more traffic.
So, today I am going to show you how to

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Jeffbullass Blog

Internet Marketing

Boosting business competitiveness with behaviour-based marketing: A guide

We all recognise how significantly technology and the internet specifically have changed our lives. As consumers we live by the mantra faster, easier, more. We can book our holidays, manage our finances and socialise with friends and family all over the world from anywhere with a strong Wi-Fi or 4G/5G signal on any one of our multiple devices.
This same attitude has spilled over into our business lives, especially when it comes to our roles as consumers in the world of B2B world. We’ve come a long way from relying on brochures and chats with sales reps to get the information on the product, solution or service we need. Now we have a world of information at our fingertips to build our knowledge, from forums, LinkedIn discussions, online reviews, to

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Internet Marketing

Six killer marketing metrics that really matter: Segmentation and engagement

The life of a digital marketer is rarely straightforward. Whilst other communicators may perhaps argue it’s easier for their digital peers to evidence ROI, those within the world of email marketing, for instance, may be quick to defend their position. Because yes, they have a wealth of metrics at their fingertips, but it can be difficult to know where to start. Death by data anyone?
Focusing only on open and click rates?
In his book How to Win Friends and Influence People, Dale Carnegie said: “You can make more friends in two months by becoming interested in people, than you can in two years by trying to get other people interested in you.” And this quote tells marketers a lot too.
Rather than focusing on what is arguably a vanity metric like

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Internet Marketing

Programmatic ad viewability outperforming direct ads for first time, says report

A new study from Integral Ad Science (IAS) has noted a potential sea-change in terms of digital advertising, with programmatic desktop display ads in the UK outperforming publisher direct ads for the first time.
The Media Quality Report, which offers UK benchmarks for viewability, brand safety and ad fraud across digital environments and channels, noted that during the second half of 2018 almost seven in 10 (69.1%) programmatic UK desktop display ads met minimum viewability standards. Publisher direct ads, in contrast, were at just over two thirds (67.7%).
Viewability was determined as 50% of the ad unit in view for one continuous second for display and mobile advertising, 30% for one continuous second on large display ad formats, and 50% for two seconds for video ads, per the Media Ratings

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Internet Marketing

How to increase demand generation through your website: Optimise throughout the customer journey

In an age of digital marketing with social media, marketing automation, email marketing and CRM, marketers often forget that their website remains the most important of their digital assets.
Research by SiriusDecisions shows that both sales and marketing underestimate the importance of the website as a communication channel at key stages of the sales cycle. The research shows that marketers and sales tend to think of their websites as ‘showcase’ pages at the early stage of selling and they focus on other channels such as email and events as key channels during the later stages. The real disconnect highlighted by the study is that customers still value company websites as a critical touchpoint throughout the buying journey — all the way to closed or won.
They key takeaway? Don’t underestimate

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Internet Marketing

Oh Snap: Snapchat launches new gaming and AR features in bid to play catch-up

Snapchat has announced the launch of various new features focused around augmented reality (AR) and camera search.
The launch, at the company’s first Snap Partner Summit, sees greater integrations with Lenses and Scan. The social media network is updating Lens Studio, its desktop app which enables users to build and distribute Lenses on Snapchat, to include capabilities such as hand and body tracking. The company has also launched a series of lenses which aim to bring iconic venues to life through AR, including Buckingham Palace, the United States Capitol Building, and the Eiffel Tower.
Another aspect for Lens is AR Bar and Scan. The former aims to make it easier for users to discover and navigate Lenses and camera search experiences on Snapchat, while the latter will ensure relevant Lenses

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Internet Marketing

The seven deadly vids: Video content to amplify and generate leads on social media

Today’s marketing departments are creating more videos than ever before – and with good reason as such content attracts more organic traffic from search engines, keeping prospects on websites for longer.
The figures speak volumes too as nearly 60% of executives said they would choose video over text content if shown both, and 77% rated video would as an effective content marketing tactic.
It’s therefore important to have video as part of a content marketing strategy when looking at ways to not only drive lead generation but offer something visual and engaging to really tell a story.
With that said, there are so many types of video to choose from when pulling together compelling content for a buying audience – from ‘pieces to camera’ to behind-the-scenes shots to help prospects and existing customers get a feel

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Internet Marketing

Five things to consider when planning an app: Usage, UX, and more

The app designing process will be a bumpy road if you don’t take a methodical approach. Your business doesn’t just need an app: it needs a user-friendly app that provides substantial value. If you know you want an app, then break out the whiteboard and start drafting out your plan.
There are some vital considerations you’ll have to make during the formative stages of mobile app development to assure that things stay budget-friendly and none of your efforts are wasted. So read on and make sure you can answer these five questions – whether a business or consumer app.
What is the point of your app?
Apps should have a focused purpose. What do you want people to use your app for? What convenience will it provide them? An app that’s

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Internet Marketing

Opinion: Building a marketing organisation that drives growth today

From the rise of online shopping channels to ad campaigns created for an audience of one, consumer marketing has changed more in the past ten years than it did in the previous 30. Despite that level of change and disruption, if you had put a few typical marketers from the 1980s into a time machine and sent them into the marketing departments of today, they would probably feel right at home. There might be a new IT department and a few other changes, but the job titles, structures, approach to performance management—even the vocabulary—would be remarkably familiar.
That’s not a good thing. The truth is, while the proliferation of new channels and technologies has dramatically changed the environment in which marketers operate, the way they organise and approach their tasks

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Internet Marketing

Users ‘readily recognise’ importance of advertising – but don’t disable adblockers by default

Consumer expectations remain higher than ever when it comes to advertising – or rather, the lack of it. As a result, publishers have had to resort to stronger tactics.
We notice you’re using an ad blocker, the website says, with varying degrees of politeness. We also know everyone hates ads, it continues, but unfortunately our employees do need to feed and clothe their children so we were wondering if you’d be so kind as to disable your ad blocker just for us?
According to a new survey, however, if publishers do that then three quarters of their site’s visitors will never darken their doors again.
The survey from eyeo – creators of Adblock Plus, so naturally a little vested interest – polled 2,000 British online users. Of that number, almost 44%

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Internet Marketing

How to plan content for the digital product buyer’s journey: A guide

When it comes to selecting digital products, consumers today tend to shop around a fair amount and conduct substantial research before making a purchase. There are simply too many options on the market to pick a product randomly.
In order to sell a digital product, your content must answer the buyer’s burning questions and fit into their purchasing journey. Let your content be the place they turn to for answers about the products they’re evaluating.
Here are four key techniques to keep in mind as you craft content around digital products and their buyers. These tips will help you stay in-line with the buyer’s thinking process and lead them to a successful decision.
Educate your audience on industry-specific pain points (awareness)
You’ve heard it before, but we’ll say it again: content is

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Internet Marketing

The harm of social media validation: A question of responsibility and protecting the vulnerable

Humans have an innate desire to be liked by peers and to feel a sense of belonging — and nowhere is this more prevalent than social media. The more likes, comments, and shares a post gets, the more socially validated the poster feels.
In fact, studies show that just these online reactions release dopamine in our brains, which makes us feel happy. Like gamblers at a slot machine, we anticipate a certain response when posting something online: Who will like my photo? Will it attract more likes than my last post or my friend’s post?
Not surprisingly, social media platforms know all about this and find ways to keep us (and advertisers) coming back for more. While it’s good for revenue — after all, marketers are willing to hand over more money if they

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Internet Marketing

Why advertising spend will shift as brands track sales, not clicks

Marketing budgets are on the up. According to the latest IPA Bellwether Report, a net balance of 8.7% of marketers said their budgets had increased in the first three months of this year; marking a huge improvement on the previous quarter’s 0%. And digital was one of the top areas to see a boost in investment.
Of course, this is great news for the advertising industry. But, with increasingly big budgets being pumped into digital advertising, brands need to understand the impact it’s having on their business. Otherwise, how can they justify asking for even bigger budgets for future activity?
Out with the old and in with the new
For a long time, impressions and click through rates have been used as an indication of campaign success. But times

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Internet Marketing

Walk before you can run: Start small and smart to get data-driven marketing right

A recent study found just two percent of companies are classified as best in class when it comes to data-driven marketing, and another discovered only a third (32%) have a clear view of the customer lifetime value. Clearly, the rising number of consumer touchpoints are not only bringing with them huge scope to improve reach and engagement, but also overwhelming amounts of fragmented data that are proving hard for marketers to decipher.
Effectively analysing data to understand the customer is essential to delivering impactful experiences, as 65% of marketers worldwide agreed. But when this means spending significant time and resources to gain a clear view of all this data and what it actually means, many are lagging behind in creating actionable and effective insights.
But does this have to

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Internet Marketing

Don’t overlook domains as part of your brand security plans

Cyber threats are having a significant impact on businesses — that much is clear. Budget and resources are being dedicated to securing infrastructure and applications, and educating staff on the dangers of phishing, malware and social engineering. For marketers, cyber security is quickly encroaching on brand protection as a whole, and rightly so. The lines between the two areas are blurring and in the future it is conceivable that the two disciplines are far more integrated than they are now.
But what about domains? How does domain security factor into wider online brand protection initiatives? While domain registration, renewal and management are an integral part of online brand protection, does security gain the same attention?
Regardless of the current approach, marketers should be focused on this aspect, especially seeing as

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Internet Marketing

How privacy has become the new competitive advantage in a world of personalisation

It is almost a year since GDPR came into effect, and what started life as another annoying EU regulation has become a global catalyst for change. Perhaps its most unexpected consequence has been to shine a light and expose the often questionable – but at the same time highly profitable – practices of big tech’s data-by-stealth business model.
GDPR marked out some boundaries that until last May had been poorly defined and hardly ever policed, allowing a barrier-free, fertile digital landscape for big tech’s personal data land-grab.
From cookies in browsers to mapping social media behaviour, trawling personal contacts, tracking where you go and even what you say, big tech had turned consumers into products whose profiles they sold to advertisers, often without explicit consent. Now, what once seemed like innocuous personal data collection

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Internet Marketing

AI in customer communications: Why the need for diversity is key

Technology truly has the power to move society forward—and we’re seeing it being adopted for good across the world. When it comes to healthcare, for example, AI is being used to process medical research in a way we’ve never seen before. In recent weeks, we’ve seen reports from UCLA that a new AI system can detect prostate cancer with the same levels of accuracy as experienced radiologists.
We’re also seeing AI transform the way that industries communicate. Staffordshire University has just launched Beacon for the education sector, a digital assistant which is on hand 24/7 to support students. The chatbot can respond to a wide range of requests, from timetable enquiries through to advice on council tax exemption. This is a critical move in ensuring support for students—and in

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Internet Marketing

How Brandwatch is stepping up from social monitoring – to find a much greater opportunity

Social media monitoring provider Brandwatch has been busier than ever of late. The company continues its regular research studies, from the serious, examining fake news in March, to the more frivolous, exploring the social conversation around Game of Thrones (spoiler alert). Yet two recent acquisitions have sharpened Brandwatch’s vision and pushed the company forward in different ways.
In October, it was announced that Brandwatch would merge with Crimson Hexagon, a long-time rival in social monitoring. The vision, as Brandwatch CEO Giles Palmer put it in February, was to ‘build a new kind of intelligence’ which truly resonated with customer needs – and it’s a message which continues to resonate across the C-suite.
The use of the word ‘merger’ in such circumstances can often carry unseen connotations, with the great Clive

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Internet Marketing

The rise of ‘eception’ and the ethical issues arising from humanising AI in customer experience

You land on a website one day and “Jay” sends you a welcome message and an invitation to chat. Jay has a smiley headshot displayed and seems well-spoken enough. But is Jay a human customer service agent, or a bot?
Even a few exchanges might not be enough to identify Jay’s true nature. You may have to say something completely unexpected to detect any indication of whether Jay is really there or running via AI.
The truth is that humans are easily capable of sounding robotic, and bots are increasingly capable of sounding human. Against this uncertain backdrop is where consumer doubt and the issue of eception arise. But what is eception, exactly?
The rise of ‘eception’
Coined by Byron Reese, ‘eception’ is a term for AI programs designed to deceive users into

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Internet Marketing

New inventory tracker reveals how retail and IoT can be the right fit

California software firm Manhattan Associates has launched an Internet of Things-based (IoT) solution that helps retailers maintain their store inventories accurately.
The average level of inventory accuracy in the warehouse is nearly 99%, says Auburn University’s RFID Lab. It says that the accuracy is below 65 per cent in retail stores, which is mostly imprecise and misses order fulfilment commitments, resulting in loss of sales.
The newly introduced IoT-powered solution enhances the store inventory tracking and order picking capabilities of the company’s existing Store Inventory and Fulfilment (SIF) solution that supports RFID, which considerably improves store inventory accuracy, expedites store order fulfilment, and increases efficiency levels that were not achievable earlier. The solution can work with any RFID solution provider.
Manhattan’s first RFID partnership is with Zebra Technologies’ Smart Lens solution.
RFID

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Internet Marketing

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like mass marketing messages that weren’t created with them in mind (France 47%; UK 42%; Germany 40%; US 36%).
Despite the fact that shoppers say the vast majority of personalisation messages they receive often miss the mark, however, an impressive number were still prompted to check out an offer or make a purchase. In fact, around one-third of messages received by US (37%) and French (32%) consumers had stimulated them to act, while around one-quarter of messages received by German (27%)

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Internet Marketing

Salesforce dives into blockchain with low-code CRM offering

Salesforce has announced the launch of Salesforce Blockchain, a CRM product which aims to let users share verified, distributed data sets across a network of partners and third parties.
The low-code offering, aimed at developers working on the Lightning platform, has its theory in exploring how CRM can extend beyond direct customer relationships to creating business models around ecosystems. The blockchain technology is used to provide a secure distributed ledger to independently verify records and establish proper authentication channels.
The company argues that ‘by combining CRM workflows with blockchain data, companies can create new business processes and models that span sales, service, marketing and beyond to accelerate the speed of business.’
“We help companies build for the future by making breakthrough technology accessible and easy to use – today we are

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Internet Marketing

Crownpeak: How to change customer-centricity by ‘contextualising’ consent

Whether it was Marc Andreessen’s proclamation in 2011 that software was eating the world, or Satya Nadella’s more recent analysis that every business is a digital business, tech ignorance is simply unimaginable today. Yet it’s the biggest open secret in martech: while all the marketing departments talk a great game, they aren’t getting anywhere near the value they should do from their investments across the stack.
That’s according to Ian Lowe (left), VP marketing at digital experience management provider Crownpeak. Ultimately, he argues, it is a case of technology belittling strategy, and not getting a full grasp of what can be done. 
“Again and again, you see organisations that are sold on a vision from a vendor who is really about trying to get them to buy into their vision for

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