Monthly Archives: July 2016

AppsFlyer: Average Global Paying User Spends $9.60 Per Month, Per App

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Mobile attribution and marketing analytics platform AppsFlyer released its latest State of In-App Spending report, which measured the in-app purchase activity of over 100 million users across over 1,000 apps (that have in-app purchase activity) from April to May 2016.

For this report, in-app purchases were defined as any transactions performed within apps. As examples, this includes the purchase of virtual goods in a gaming app, as well as the purchase of a flight in a travel app.

The report showed the average global paying user spends $9.60 per month, per app, which is 20 times more than the average user (a combination of both paying and non-paying users).

Breaking in-app spending down between iOS and Android, AppsFlyer found iOS users spend almost 2.5 times more than Android users on in-app purchases. In addition, the report showed the average purchase value on iOS was $12.77, while the average purchase value on Android was $6.19. Finally, the percentage of users who make in-app purchases on iOS was found to be 50 percent higher than on Android.

Overall, AppsFlyer found the average global user spends $0.50 per month, per app with purchase activity. In terms of specific regions, the report showed Asian users account for the highest average spending, at $0.70 per month, per app. North American users came in second for average spending, at $0.61 per month, per app.

For games specifically, AppsFlyer found only about 3.5 percent of gamers spend money within gaming apps. These spending gamers reportedly spend 30 times more than the average gamer (paying and non-paying gamers combined), at $9.39 per month, per gaming app, versus $0.32 per month, per gaming app for the average gamer.

AppsFlyer’s full report is available here.

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Disney LOL Offers Disney’s Social Content in 1 Place on Mobile

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Disney launched Disney LOL, an app which allows users to access Disney’s “short-form social content” in a single place. This content includes Disney-themed GIFs, images, Vines and short videos.

Once users download the app, they’re presented with one piece of content at a time in a default feed. Users can also browse content based on themes, such as Fun, Food or Weird. Users can swipe to move from one post to the next, and they can also favorite content to view it again later on.

In addition, the app allows users to share posts on Facebook or through Facebook Messenger, as well as to save content to their devices to share on other platforms.

In a statement, Michael Hundgen, director of content strategy and editorial for Disney Consumer Products and Interactive Media, commented:

Our audience engages when we interpret classic Disney stories in new ways, with bite-sized, shareable pieces of content relatable to all ages. By bringing Disney’s social content into the Disney LOL app experience, we’re making it possible for all audiences to access this engaging content. We’re creating content for digitally-native families every day, and these new experiences offer Disney stories and characters in formats that are familiar to our audience and on the devices they use most.

The Disney LOL app is available to download for free on the iTunes App Store and Google Play. Users can also access Disney LOL on the web. In addition to videos, memes and GIFs, the web version of Disney LOL offers games, trivia, polls and other content.

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Mobile Game Roundup: Combo Quest 2, MOBA Legends and More

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Are you looking for a new mobile game to play this weekend? There are lots of new games available for you to try, including Farm Heroes Super Saga, the latest match-three puzzle game from King. The sequel to the original Farm Heroes Saga features over 200 levels, which include new gameplay mechanics.

Next, Glu Mobile released Gordon Ramsay Dash. The time management cooking game takes players through multiple seasons of a reality cooking show as they’re mentored by celebrity chef Gordon Ramsay.

Zynga also released a new game this week: CSR Racing 2. The drag racing game is the sequel to the original CSR Racing, and it allows users to race against the computer or other players in multiple race modes.

Elsewhere, Reliance Games and Amblin Partners released The BFG Game. The match-three puzzle game is based on the film The BFG, and it allows players to join Sophie and the BFG on a trip through London, the Dream Country and more.

In addition, Square Enix and gumi launched Final Fantasy Brave Exvius. The turn-based RPG follows two knights, Rain and Lasswell, on a quest to save the world.

Finally, Bandai Namco Entertainment Europe released Tap My Katamari this week. The clicker or idle game challenges players to help the Prince create large katamari to replace the stars destroyed by the King.

If you’re looking for something different to play, here’s a look at some of the additional games released this week.

Combo Quest 2 (Free on iOS) — From Tapinator, this sequel to the original Combo Quest is a reflex-based RPG, challenging players to tap at the right times to attack their opponents and defend against enemy attacks. As players complete levels, they may unlock new heroes and equipment for their characters. There are 20 different heroes to collect in all, each with different abilities and stats. Users can also collect 20 different companion characters, which can help them during levels. Combo Quest 2 features 90 levels to complete, including boss fights.

Groove Galaxy (Free on iOS) — From Animoca Brands, this sequel to Groove Planet is a rhythm-based clicker or idle game, which challenges players to tap in beat to the music to collect music notes, the game’s currency. The game asks players to travel between planets, colonizing each planet as they go. To colonize a planet, users must spend music notes to purchase and upgrade a series of buildings until they’ve reached 100 percent colonization. Buildings will automatically generate music notes over time, even when players aren’t tapping or playing the game. Upgrades and music notes do not carry across from one planet to the next, but users can continue to upgrade and earn music notes on any planet, even after it’s been successfully colonized.

Galaxy of Trian ($4.99 on iOS) — This digital board game from Grey Wizard Innovative is based on the sci-fi board game of the same name. The game sees users fight over territory and technology left behind by a race called the Trian. In each game, users can create a different game board by placing tiles in different orientations. Users can claim nebulas and planets along the way, and they can build stations and collect minerals as they claim land. As users upgrade their stations and complete other tasks, they’ll collect points which go toward winning the game. Galaxy of Trian features a single-player tutorial mode, as well as asynchronous online multiplayer. Users can also play games against the AI.

LEGO Star Wars: The Force Awakens (Free to start on iOS) — From Warner Bros. Interactive Entertainment, TT Games, The LEGO Group and Lucasfilm, LEGO Star Wars: The Force Awakens allows players to complete stages based on the film Star Wars: The Force Awakens. The first chapter of the game is free to play on iOS, and players can purchase chapters 2-9 in a bundle for $6.99. Users also have the option to purchase these chapters, as well as all future content that will come to the game, in an All Content Season Pass for $9.99.

Orbit Path (Free on iOS) — This puzzle game from Blue Label Labs challenges players to help their probes move through planetary orbits without crashing into moving and stationary obstacles. In each level, players pull back to aim their shots and let go to fire. Probes will be affected by forces such as gravity and asteroid belts, so players must take these forces into account when aiming their shots.

Shadeless (Free on iOS) — This endless game from Pine Entertainment challenges players to tap the “hidden” circle on the screen, which is a different shade than the game’s current background color. The hidden circle will become smaller over time, and games end when a circle is allowed to shrink to the size of a dot.

Don’t Be Squared (Free on iOS) — This side-scrolling runner from SuperHippo Studios challenges players to help their characters survive by drawing cloud lines to create paths in the environment. Characters will run automatically, so users must draw cloud lines to help them avoid obstacles and attack enemies. As users draw cloud lines, they deplete the cloud bar in the corner of the screen. This bar refills automatically over time. Users can collect coins while playing, which can be spent on new playable characters and companion fireflies. Each firefly has a different effect on future games. Finally, users can spend coins to upgrade the game’s power-ups (coin magnets, shields, etc.) and to increase the maximum capacity of their cloud bar.

Neo Turf Masters ($2.99 on iOS, Android) — This golfing game from DotEmu and SNK Playmore allows users to compete on a variety of courses as one of six different golfers, each with different stats. Players can choose their clubs and must take wind direction into account as they plan their shots. Neo Turf Masters includes achievements and leaderboards, as well as local turn-based multiplayer.

DungeonBalls ($2.99 on iOS, Free to start on Android) — This pinball-inspired game from Raysol Games features 100 dungeons to complete at launch, with more coming in the future. In each level, players are challenged to complete tasks by tapping to release orbs into the environment. Users can collect new heroes for their teams over time, each with different skills. Android users can play the first 25 levels of DungeonBalls for free, with the full game unlock being available for $2.99.

Space Warrior: The Origin (Free on iOS) — This shooter from Nekki and Caliburnus Limited challenges players to save the galaxy from alien invaders. In each game, players drag their fingers around the screen to move their ships, which automatically fire at oncoming enemies. Gamers can collect money as they play, which can be spent on upgrades for their ships. Players can unlock three ships and 11 upgrades as they play. In addition to nine story missions, the game also includes a separate survival mode. Space Warrior: The Origin is coming soon to Android, the Amazon Appstore and Steam.

Tiny Bouncer (Free on iOS, Android) — This endless bouncing game from Nekki and Wooden Sword challenges players to help ninjas bounce high into the air while avoiding obstacles. While games are technically endless, they contain randomly generated levels that become more complicated over time. While playing, ninjas bounce automatically, and users can tap on the left and right sides of the screen to move the ninjas through the air. Gamers can collect coins as they play, which can be spent on new playable characters.

Multi Level Car Parking 5 (Free on iOS) — This airport parking simulation game from Aidem Media challenges players to drive cars around airport environments without crashing into other vehicles or the environment. While driving, players are guided through each course by green checkpoints in the path. Players earn coins as they complete courses, which can be spent on new vehicles. The game includes 15 vehicles to unlock in all.

PaGamO (Free on Android) — This educational game from BoniO tests users’ knowledge in a variety of subjects as they compete in a game inspired by popular board games such as Risk and Settlers of Catan. In the game, users will build kingdoms by answering questions and solving quizzes. The game includes Common Core-related content to help players with their math and spelling skills. In addition, missions are available which focus on other topics, such as science, history, pop culture and the news. PaGamO is also available to play on the web.

Never Gone ($2.99 on iOS) — This beat ’em up from Hippie Game is set in a gothic world where humans, vampires and demons are in a constant war for control. Users can play as either Blood Knight or Dark Sister on a quest to restore balance to the world. Never Gone includes three chapters in a story mode, as well as three challenge modes. Users can discover, craft and upgrade over 200 weapons, equipment pieces, items and skills as they progress.

Pengomo Connect (Free on iOS) — This puzzle game from Naked Penguin Boy challenges players to connect matching animal symbols by drawing lines between them. There are multiple sets of matching animals in each level, and users must draw lines so none of the lines overlap. In some levels, it may be possible to successfully connect every pair of animals without filling the entire board with lines. However, users must fill the entire board on each level in order to move on. Levels become more complicated as players progress, and users can activate hints if they need help. Pengomo Connect will launch on Android on July 5.

Pengomo Switch (Free on iOS) — This endless survival game from Naked Penguin Boy challenges players to help their characters survive as long as possible by tapping to move them from one side of a line to the other to avoid obstacles. Characters will move along the line automatically, leaving players to tap at the right times to keep them safe. Users can collect coins as they play, which can be spent on new playable characters. Users can also spend coins on mystery boxes. Pengomo Switch will launch on Android on July 5.

Jungle Clash (Free on iOS, Android) — This head-to-head multiplayer strategy game from My.com is similar to Supercell‘s Clash Royale, in that it challenges players to destroy the enemy’s towers while protecting their own. In each match, players spend a limited number of points to deploy units onto the battlefield. These points recharge automatically during matches. Gamers can upgrade their units in between battles. Users can also collect new units to add to their teams over time. Finally, players can collect new generals to lead their armies, with each general having a different special power.

Independence Day: Extinction (Free on iOS, Android) — This base-building combat game from Linekong US and Twentieth Century Fox is inspired by the film Independence Day: Resurgence. The game allows users to side with the aliens or the humans in a war for Earth. The game’s base-building gameplay sees users collect and spend key resources to construct and upgrade buildings on their bases. This includes defensive structures, which can protect the base from enemy attacks. Users can also recruit units for their armies, and they can attack enemy bases to collect extra resources. Gamers can attack computer-controlled bases, as well as bases owned by other players.

Fancy Cats (Free on iOS, Android, Amazon) — This cat collection game from All4Games, Channel 4‘s games division, allows players to collect more than 25 different cats and interact with them in their cat gardens. Users can collect clothing and accessories, as well as other items for their cats by playing match-three puzzle levels. Each level has a different goal to complete before running out of moves. However, unlike in other match-three puzzle games, in Fancy Cats, users can’t replay stages if they fail to complete them. Instead, users must wait for new levels to appear over time. Users can also collect coins as they play, which can be spent on new cats, clothing items and other prizes in the game’s store.

Super Simple Soccer (Free on iOS) — This local multiplayer soccer game from Motorious Entertainment allows groups of two or four players to compete in soccer games on the same device. During each game, players move their athletes around the field by tapping and holding on their sections of the screen to “aim” and determine their movement directions. Gamers can lift their fingers to set their characters into motion. All users compete in real time to move their players and take shots on the opponent’s goal. An advanced control option is also available, which allows users to tap to move their characters as the movement aiming lines automatically rotate around them.

Mahjong FRVR (Free on iOS, Android) — This mahjong game from FRVR includes “unlimited free levels,” which do not have time limits. In each level, players work to remove every mahjong tile from the board by creating pairs with matching mahjong tiles that have at least one free side. Users have access to an unlimited undo button if they’d like to undo past moves. Mahjong FRVR is also available to play for free on Facebook and in browsers.

Inner Circle (Free on iOS) — This level-based puzzle game from ZPlay asks players to match the colors on moving circles with the colors on the circle in the center of the screen. In each level, players tap to rotate the outer circles so their colored segments match the colored segments on the center circle. Gamers need to properly line up the segments before the outer circles reach the center of the screen. When players make mistakes, they must start the current level from the beginning.

MOBA Legends (Free on iOS, Android) — This multiplayer online battle arena (MOBA) game from Kick9 allows players to become one of 16 different Legends, or playable heroes, each with four unique skills. In each 10 minute match, players are challenged to destroy the enemy team’s defenses before their own defenses can be destroyed. Players can customize their Legends via a rune system. In addition to 1-on-1, 3-on-3 and 5-on-5 multiplayer matches, the game includes a single-player campaign mode and weekly multiplayer tournaments.

In addition to these new releases, T-Bull launched Road Racing: Extreme Traffic Driving for free on Android. The game was previously released for free on iOS.

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5 Things to Know About Today’s SaaS Customer

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Today’s SaaS customers are savvy.

Old marketing tactics don’t excite them. And features disguised as benefits are easily recognized.

As technology evolves, consumer behavior changes as well. Buyers expect quality products backed by efficient service.

This is an opportunity for your business to experiment with new strategies and cater to customers differently.

“As marketers, it’s essential to pay attention to consumer behavior and to be creative within the constraints of each marketing channel we use,” states Ash Read, content crafter at Buffer.

Start selling like it’s 2016, not 1916. Here are five things you should know about today’s customer.

1. They Research First

Adweek reports that “81% of shoppers conduct online research before buying.” With access to more information than previous generations, consumers are taking the time to do their homework.

Customers want to know if your product is actually worth their money and time. And to gain that insight, they look for reviews.

Products reviews are vital in online shopping. They offer an honest perspective from a current customer’s experience.

Take advantage of this trend. Post reviews from customers on your product pages. Consider creating case studies to showcase how customers benefited from your services.

Unbounce offers their prospective buyers a collection of case studies. Below is a snapshot from the website:

“Businesses that want to generate leads online should focus on making their websites a top destination for information with custom content. People use search engines and social channels to learn about items before purchasing, whether they’re shopping for themselves or their businesses,” states Lauren Kaye, marketing editor at Brafton Inc.

And potential buyers aren’t just interested in learning about your product. They want to learn about your whole brand.

How are you treating your SaaS employees? Do you use locally sourced suppliers? Are you donating to charities on an annual basis?

Your brand’s overall image is important to buyers. So, make your company’s information readily available.

2. They Desire Quality

Quality, results-driven products will always outweigh more features. People want reassurance that your services will do more good than harm.

Customers possess explicit and implicit performance expectations. That includes anything from specific product features to service benefits.

For example, if your software experiences an outage, will the problem be solved in a few hours? And do your offer 24/7 customer service?

Quality is a win-win situation. Consumers receive what they desire. And your business has the opportunity to charge customers more.

“Customers desire the best product and service quality and are willing to pay a premium for it. High reliability is assumed,” says Ken Dooley, founder of Madison Productions.

For quality to exist, your entire team must be on the same page. Inform employees on how their actions impact the customer.

“Transparency on quality measures helps create buy-in on quality management and enables employees to understand what role quality plays in how they do work, how they can impact quality, and its effects on their customers’ satisfaction. Transparency breeds accountability at the most basic level…”, writes Holly Lyke-Ho-Gland, research program manager at APQC.

Quality is dependent on the customer’s perception. Figure out what they want. Then, work with your team to create a transparent strategy.

3. They Demand Speed

SaaS customers want solutions to their problems today, not tomorrow. With next day shipping and one-click subscriptions, buyers consider speed a minimum standard.

This benchmark holds true for customer service. And buyers are accustomed to using fast communication tools.

“Today’s customers are media agnostic, having grown up using the phone, email, Web chat, IM, and social media interchangeably. They are comfortable, and may even prefer, communicating online versus face to face or over the phone,” writes Laura Bassett, director of marketing at Avaya.

Some businesses consider speed a downfall. But your customers may think differently.

Zendesk found that “69% of participants associated their good customer service experience with the quick resolution of their issue.”

To encourage speedy response times, Facebook also offers brands an opportunity to earn a page responsiveness badge. Companies that respond to 90% of their received messages within five minutes get the designation.

But offering fast service isn’t a new strategy. Innovative businesses have always strived to perform better.

“Forward thinking companies realized how much customers hated being on hold while waiting for a service rep that they invested in technology that would automatically call a customer back when it was their turn,” states Shep Hyken, a customer service expert.

So, start responding to your customers’ questions in a timely fashion.

4. They Prefer Consistency

Trust is the foundation of all relationships. The same is true between your company and customers. Buyers want to know that your website won’t disappear after they swipe their credit cards.

Plus, consistency eliminates brand confusion. And builds upon your previous success.

“By maintaining the same branding across all your resources – both online and offline – your customers will be able to recognise you much faster and will, hopefully, start to show loyalty to your brand,” says Kelly Haggard Olson, creative content strategist at Blue Zoo Creative.

Research shows that “45% of a brand’s image can be attributed to what it says and how it says it.” Consumers prefer a consistent brand experience, whether talking to a salesperson or shopping on your website.

Beth Pop Nikolov, content strategist for Venveo, offers a good analogy:

“When you’re getting to know a person, you start to develop opinions, ideas and assumptions about them based on your interactions. If they are dressed in a business suit one day, bermuda shorts and a ratty T-shirt the next and then a scuba diving suit another time, it may be hard to nail down exactly who they are and what they are all about.”

Align your marketing and sales team to ensure the same messaging is communicated to consumers. Talk with your customer service reps to streamline quality across all channels, including live chat and email.

Give your customers the trust they deserve. Be consistent.

5. They Seek Novelty

Boring isn’t cool anymore (and it never was). SaaS consumers want one-of-a-kind experiences to share with their colleagues.

Adding novelty to your marketing mix demonstrates creativity. It sparks customers’ interests and gets them to pay closer attention to your brand.

Sid Bharath, a entrepreneur and growth hacker, states, “We all want new experiences. We want to see new places, meet new people, and use new products. So don’t stop creating something new. Create new products, create new features, create new content, and give your customers new experiences.”

Build originality directly into your company. For instance, how can you enhance your loyalty program?

Coffee maker Nespresso entices their loyal customers with personalized orders, delivery, recycling and customer-service options.

“Put a smile on their face and in their heart. You can do something special for their child, their parent, their pet. Make them laugh, thank them in a showy way for a major purchase, have a contest or a drawing for something fun that they could share with family and friends,” says Sydney Biddle Barrows, New York-based business consultant.

Go the extra mile. Surprise your customers with your latest product or a free trip to your next conference. Give them an experience worth sharing with others.

Know Your Customer

Customers are smart. They aren’t fooled by false promotions or useless features.

Learn how to meet your customers’ needs. Make product information readily available. Offer quality that can’t be found elsewhere. And give them a unique experience.

Be in the now. Know your SaaS customer.

About the Author: Shayla Price lives at the intersection of digital marketing, technology and social responsibility. Connect with her on Twitter @shaylaprice.

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Twitter Preps Brands for 2016 Summer Olympics (Infographic)

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The 2016 Summer Olympic Games begin Aug. 5 in Rio de Janiero, and Twitter shared some tips for advertisers looking to compete.

Marketing manager Jay Bavishi said in a blog post that Twitter retained market research firm Research Now to investigate what its U.S. users expect during the Olympics, and Research Now’s findings were:

  • Entertainment: This includes humorous takes on what’s happening in Rio, sharing video assets or creating exclusive branded content.
  • Inspiration: Research subjects indicated a preference for content that inspires people to think or act on issues of a global scale, in addition to celebrating individual athletes or a national team.
  • Information: Help your audience keep track of important stats and results. The Games last a total of 19 days with 207 nations, 306 events in 42 sports and more than 10,000 athletes participating. For fans, it can be difficult to keep track of the action, so help them out.

Bavishi wrote:

Our study also uncovered that fans who follow the Games on Twitter are interested in more than what’s happening on the field. Find ways to give fans behind-the-scenes access.

Our research revealed that two out of three surveyed agree that Twitter provides unique insider access to certain people that can’t be found on other platforms. In fact, more than 70 percent of those surveyed strongly associate Twitter as a platform that provides an expert point of view—compared with 46 percent to 56 percent on competing social platforms. Twitter also ranked higher as a platform that provides a unique perspective and is ranked the most timely of all platforms.

As you plan your brand’s Olympic campaign on Twitter, pair these insights with creative that speaks to the emotional connection that people have with the Olympics. Think about joining the conversation in real-time on Twitter starting Aug. 5 along with millions of people around the world.

Readers: Are you ready for the 2016 Summer Olympics?

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The Weekly Measure: Guide to Content Formatting, PPC Lead Analysis Tips & Determining Link Value

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Bandai Namco Launches Tap My Katamari on Mobile

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Bandai Namco Entertainment Europe launched Tap My Katamari on iOS and Android. The clicker or idle game challenges players to grow their katamari by rapidly tapping to help the Prince roll the katamari across the screen.

In Tap My Katamari, the faster players tap, the faster the Prince moves across the screen and collects objects. Each tap is worth a certain number of distance points, and users must collect the required number of points to complete each distance level. Users will collect coins as they play, which can be spent on upgrades for the Prince, causing them to earn more points with each tap.

Gamers can also spend coins to unlock the Prince’s cousins, who will generate distance points automatically, even when players aren’t tapping or playing the game. Gamers can upgrade cousins to increase their productivity and to unlock their stat boosts.

Elsewhere, players can spend Candy, the game’s premium currency, on special items for their accounts, including coin bundles and upgrades for the Prince or the cousins.

Finally, as players progress, they’ll have the option to turn their katamari into stars and begin the game from the beginning, receiving star tokens in the process. Star tokens can be used to open special presents.

In a statement, Jon Chew, product owner at Bandai Namco Studios Vancouver, commented:

We really feel like idle games and snowball simulators are a perfect match. Both have the spirit of starting off really really small and, with a bit of care here and there, explode to ridiculousness. With Tap My Katamari, we embraced the relaxing nature of mobile, dove into the quirkiness of Katamari Damacy with a passion, and made sure we included high-quality music, both original songs and familiar remixes by composers in the community who grew up loving Katamari.

Tap My Katamari is available to download for free on the iTunes App Store and Google Play.

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Driving In-Store Traffic this Holiday Season

Source http://feedproxy.google.com/~r/listrak/EmailMarketing/~3/7jEkG4ndP3o/driving-in-store-traffic-this-holiday.html by Megan Ouellet, Director of Content Marketing. Reach out and say hi to Megan on LinkedIn.

Prime Day is July 12. The annual “Black Friday in July” sale was one of the most lucrative online sales day for Amazon last year, coming within 3% of its actual Black Friday sales numbers. It saw other retailers, like Walmart, jump on board and offer their own Black Friday in July sales. And even more retailers are expected to offer Prime Day sales this year.

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Rainmaker Rewind: From Infoproducts to Software Rockstar, with ConvertKit’s Nathan Barry

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This week on Rainmaker Rewind, Chris Ducker welcomes Nathan Barry of ConvertKit to Youpreneur.

Nathan and Chris dive into the story behind ConvertKit and the fundamentals of email service providers.

And, as always, be sure to check out the other great episodes that recently aired on Rainmaker FM.

  1. Youpreneur. Chris Ducker and Nathan Barry talk about the fundamental and powerful features of email service providers: From Infoproducts to Software Rockstar, with ConvertKit’s Nathan Barry
  2. The Digital Entrepreneur. Brian Clark, Chris Garrett, and Jerod Morris revisit the perennial importance of email marketing and why what you’re doing probably isn’t enough: Is Your Email Marketing Leaving Money on the Table?
  3. Copyblogger FM. Sonia Simone explores the one, big reason why customers often turn away from offers at the last minute: How to Break Past the #1 Conversion Killer
  4. The Writer Files. Kelton Reid wraps up part two of his interview with publishing consultant and writer Jane Friedman: How Publishing Consultant, Educator, and Author Jane Friedman Writes: Part Two
  5. The Missing Link. Jabez LeBret welcomes John Nemo to the show to address LinkedIn privacy concerns: How to Stay Safe On LinkedIn (and Have Fun While You’re At It)
  6. The Showrunner. Jerod Morris and Jon Nastor discuss the reason why an email list is so important and how you can get your listeners to subscribe: [Rebroadcast] Next-Level Tips for Building Your Show’s Email List
  7. Confessions of a Pink-haired Marketer. Sonia Simone shares her opinions on the “abundance mindset” vs. wishing really hard: The Difference Between Mindset and Wishful Thinking

And, one more thing …

If you want to get Rainmaker Rewind sent straight to your favorite podcast player, subscribe right here on Rainmaker FM.

The post Rainmaker Rewind: From Infoproducts to Software Rockstar, with ConvertKit’s Nathan Barry appeared first on Copyblogger.

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Putting Online Video Advertising In Context

Source http://feedproxy.google.com/~r/allfacebook/~3/V1953q0bZ_c/641648

By 2018, eMarketer projects that cord-cutters and “cord-nevers” will represent around 20 percent of the U.S. population, while more than 53 percent of all television viewers will also access programming online.

Digital video viewers, more broadly defined as those consuming any form of online video content, will be near 70 percent of the total U.S. population, and video ad spending will top $13 billion.

For companies looking to produce online video as part of a broader campaign, it’s important to understand that online video and video that is online are not the same, even if they’re intended to accomplish similar objectives.

Content and context are everything

Context is extremely important–where and how video ads are being viewed, whether the audience is captive and what the consumer is expected to do next are all points that need to be considered.

It is important to understand that the term “online video” encompasses more than the obvious. Take Home Depot, which has a strategy for meeting consumers in the micro-moment that relies heavily on the production of detailed, multipart “how-to” videos that cover everything from installing a ceiling fan to tiling a fireplace.

Home improvement lends itself particularly well to online video. Lowe’s much loved #fixinsix series leveraged Vine to distribute creative mini-tutorials on things like cleaning dirty grill grates and stripping wallpaper

And online Halloween giant BuyCostumes.com strategically connected with Halloween DIYers to ask them to post tutorials for improving basic haunted house props.

Online video is content placed within a particular context to achieve a specific end. This goes for paid advertisements, owned media and earned coverage.

Any first step, then, should involve the identification of key goals and the definition of your target audience. Since we are focused on video advertising here, we should start with a brief overview of what we mean when we say “the view,” which is often misused because all views are not created equal.

The view and captive audiences

Broadly, a “view” means that someone has seen your video, or at least some part of your video. They are tallied similar to their living room counterparts, based on the assumption that your message and a particular audience have occupied the same space at the same time.

Views are not impressions. An impression simply means that your content has been delivered to an individual, and does not mean that he or she actually watched it.

And what counts as a view varies by platform.

Facebook, which auto-plays any video appearing before the user, defines “the view” as three seconds of completed video. On mobile devices, only 50 percent of this video screen has to be visible for the video to start and the view to count.

Snapchat, which is much less cluttered but no less prone to casual browsing, counts any loaded video content as a full “view.” As Kurt Wagner pointed out in Re/code, this means that even a half-second of exposure is tallied for the total view count.

YouTube’s in-stream ads are non-skippable pre-roll videos up to 15 seconds long. A view is counted if the user does not navigate away from the page before the video ends, or if they interact with the ad (e.g. clicks on calls to action or companion banners).

YouTube’s TrueView ad format, on the other hand, is skippable after five seconds, and advertisers are only charged for completed views or up to 30 seconds–whichever comes first.

It’s equally important to understand that the viewer will likely fall into one of two broad camps: captive (e.g., beholden to view five or more seconds of ad content prior to their video), or opted-in (e.g., having chosen to view an advertisement beyond the point where it can be skipped).

These are broad strokes, but useful ones. Our goal, ideally, would be to engage captive viewers and make ads worth opting into. On Facebook or Snapchat, we have to make fast work of this. We know that visitors are likely browsing and, therefore, we need arresting content. Online attention is likely to be divided and, unlike television, the screen is not dedicated to one thing.

How to view (and use) online video more efficiently

It’s best to think of online video advertising as an awareness tool. In other words, don’t expect immediate action. This doesn’t mean that you ignore it, but it does mean that you should not automatically assume that clicks equal success. Video’s natural habitat is the upper funnel and its core strengths are awareness and interest.

At R2C Group, we talk about the “assisted conversion,” referring to video’s ability to help build a foundation that may support a conversion further down the funnel.

While unlikely partners, video ads are not necessarily divorced from action. A strong, well-timed offer may be delivered via video and–with the right creative, CTA and landing page–leveraged to influence immediate behavior. It’s important, as it is with any effort, to clearly define success and set appropriate expectations.

There are three essential steps for optimizing video against behavior:

  1. Pick your target audience and put the ad in market: This seems obvious, but it’s surprising how many companies forget to start somewhere.
  2. Look for the behavior(s): This may be an action you’ve already defined (and you should define an action if your goal is to drive it) or something else–full video views, for example. Having a target audience allows you to work with these behaviors, whether or not they’re the behaviors you expected when you put your ad in market.
  3. Optimize for the desired behavior(s): This may include a specific audience, refining a message or creative or adjusting a CTA. If you’re in a meeting with an agency strategizing an online video campaign and the words “target,” “test,” or “optimize” don’t come up, you’re not getting your money’s worth.

Most of the time, as stated above, direct action may be hard to come by. That doesn’t mean you can’t evaluate success. Other key performance indicators might include:

  • Ad recall: How many people remember seeing your ad (usually tracked as a percentage increase).
  • Brand awareness: How many people report having heard of your brand before (usually tracked as a percentage increase).
  • Brand interest: How many people report interest in your brand (usually tracked as a percentage increase).
  • View rate: How many people view your entire spot (can be tracked as a raw number or percentage increase).
  • Further engagement: Clicking through to the site is certainly an action, but it may not be the desired conversion action. Do people who click through to your site view additional content, subscribe to a newsletter or become a fan of your Facebook page?

More than anything, be ready and willing to embrace test and learn as you go. While we know that online video is a valuable method of communications, and that there are good (and bad) examples of its usage, there is no one path to take. There are only good tools to take with you.

Mark Yesayian is the managing director of R2C Group.

Image courtesy of Shutterstock.

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Email Marketing: Test ideas for five types of email

Source http://feedproxy.google.com/~r/MktgExperimentsBlog/~3/LxoxKwnGSPw/email-test-ideas.html

Testing your email marketing can help power some pretty impressive results – like a 100% increase in clickthrough or a 114% boost in revenue.

But … let’s be real … it is harder to test your email than to just send a single version of the email idea you come up with.

One challenge with email marketing – to keep your customers clicking and coming back for more, you need to endlessly come up with new messages and ideas for every email you send or set in an automation platform.

However, when you test your email marketing, you don’t get to create just one email for each campaign, you now need an A and a B (and a C and a D … etc. … etc. … depending on how many treatments you have and your list size can support).

To give you some new hypothesis ideas for your next email test, I interviewed Mike Nelson, Co-founder and Head of Marketing, ReallyGoodEmails.com, in the MarketingSherpa Media Center (MarketingSherpa is the sister publishing brand to MarketingExperiments).

He brought examples of five key types of marketing email from his site, which is described as a “modern-day museum” full of emails.

 

You might also like

Email Preheaders Tested: The surprising sensitivity of a single line of text

Email Research: The 5 best email variables to test

Marketing Strategy: How you can use emails to test your value proposition

MECLABS Institute Email Messaging online course

 

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Facebook Takes Scissors to Paper App

Source http://feedproxy.google.com/~r/allfacebook/~3/rVK3G0KhUKA/641786

Facebook’s stand-alone Paper application, which debuted amid much fanfare in February 2014, will be sent to the recycle bin after July 29.

Paper enabled users to see their Facebook content in themed, customizable sections, and the social network said in a Newsroom post introducing the app:

Your Paper is made of stories and themed sections, so you can follow your favorite interests. The first section in Paper is your Facebook News Feed, where you’ll enjoy inspiring new designs for photos, videos and longer written posts. You can customize Paper with a choice of more than one-dozen other sections about various themes and topics—from photography and sports to food, science, and design. Each section includes a rich mix of content from emerging voices and well-known publications.

Paper was one of the apps developed by Facebook Creative Labs, which was shuttered in December along with three of the other apps it created: Slingshot, Rooms and Riff.

Facebook Creative Labs apps that are still thriving include Facebook Mentions, Groups and Moments.

Paper users saw this message upon logging into the app Thursday:

Thank you for using Paper: In 2014, we launched Paper, a stand-alone app designed to give people a new way to explore and share stories from friends and the sources they care about. Today we’re announcing that we are ending support for the app, and users will no longer be able to log into the app after July 29.

We know that Paper really resonated with you—the people who used it—so we’ve tried to take the best aspects of it and incorporate them into the main Facebook app. For example, the same team that built Paper also built Instant Articles—a fast and interactive experience for reading articles in News Feed—using many of the same tools, design elements and fundamental ideas as Paper. Our goal with Paper was to explore new immersive, interactive design elements for reading and interacting with content on Facebook, and we learned how important these elements are in giving people an engaging experience.

We know not all the features you love will move over to Facebook, but we hope you’ll continue to notice elements from Paper improving the Facebook experience for everyone. We can’t thank you enough for using the app and exploring Paper with us over the past couple of years.

Readers: Did you ever use Paper? What did you think of it?

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