You’ve read up on Search Engine Optimization, you’ve checked to see how customers find you on the web and made your content reflect that reality… but are you doing as well as your competitor?
Web Traffic Measurement tools size up the competitors’ uses of collateral, changes in keywords, and frequency of posting on competitor websites. Some packages include monitoring for snippets of source code or specific uses of terminology, and some monitor changes over social media channels.
Want to know what the other guy is up to? Check out these 5 tools for tracking the competition:
Compete PRO is a competitive intelligence platform and consulting solution designed to help brands research consumer behavior. The platform uncovers the keywords that drive traffic, including to competitors’ sites. BEST FEATURE: Discover which tactics competitors are using to drive traffic online. PRICING: Intro is $249 per month, Advanced is $649 per month and Enterprise is custom priced.
Alexa’s Competitive Intelligence toolkit enables businesses to get instant metrics for any site, competitors included, and rank monthly unique visitors, engagement, demographics, traffic sources, referring sites, and more. BEST FEATURE: Rank companies’ performance over time. PRICING: For small site owners who want to prove their site’s popularity and traffic with a Certified Alexa Rank price is $9.99 monthly; Insight is $49 monthly; Advanced is $149 monthly.
The Moz Keyword Difficulty and SERP Analysis tool gives you ammunition to unseat your competitors after analyzing Search Engine Results Pages (SERPs). Moz retrieves the top 10 rankings for any keyword, then assigns that keyword a Difficulty Score based on the pages that currently rank for that word. Users can view search volume data for certain keywords, then pull up the SERP to see the top 10 results for each term. Know what you need to best your competitor online. BEST FEATURE: Learn how to choose the right keywords to minimize your time and effort, and maximize your results. PRICING: See vendor for details.
Rivalfox is a competitive intelligence (CI) platform designed to track competitor traffic through Facebook, mentions, Pinterest, Twitter, YouTube, influencers, online ads, SEO and page ranks, and more. With Rivalfox on watch, marketers can get up-to-the-minute data on the competition in order to immediately react to what’s happening. BEST FEATURES: Rivalfox displays competitor data in real time across channels. PRICING: See vendor for details.
Serpstat is a keyword and ranking research tool used for in-depth competitor analysis and building advertising campaigns, particularly those with a worldwide reach. Serpstat does keyword and domain research, provides analysis on organic and paid keywords, level of competition and cost per click. Serpstat’s database includes information on 8 geographical regions of Google (USA, United Kingdom, Bulgaria, Ukraine, Russia, Kazakhstan, South Africa, Canada) and 2 regional databases of Yandex – Yandex Moscow and Yandex Saint-Petersburg. BEST FEATURES: Will give you knowledge to adapt ads to target countries. Knowing which keywords international searchers are typing into the search box allows you to simplify the decision-making process. PRICING: Basic use is free. For enterprise editions, see vendor for details.
The Mindset List was originally set up so college professors weren’t talking about ancient history when they were attempting to reach students 20-60 years their junior. But it works for marketers trying to think through what touchstones of a brand will resonate.
The marketing department of the future is already here. You have technology taking care of the repetitive tasks so you can focus on the customer. And your focus is not on sales numbers or how many customers you have but customer experience.
It may be time to think about having a management-level person focusing on customer experience.
What is a Chief Experience Officer?
A Chief Experience Officer (CXO) has the job of making the customer experience great. Your external customer is easy to understand – how your customer interacts with your brand should be seamless. The ideal is customer delight with your product and the experience of obtaining that product. The more difficult customer is the internal customer – employees used to being given a set of HR standards but little delight in the job. The CXO can make changes “that reflect company values in a way from which employees can maximize their own personal benefit.” Remember, if they’re good and they have options, employees will work where the systems are efficient and they feel they can make a difference.
They have power and influence resources. Three-fourths of those we examined sit on the executive management team within the company. Even if their teams are small, their voice on the executive management team means they have influence over how the company prioritizes and spends resources.
How do you do that with a small team? Automation is key.
What is in a CXO MarTech stack?
Every company is going to define the CXO role a little differently, but the role is designed to be very large and spreading into many different areas. The customer experience can be technical (how you purchase services via the web), interpersonal (how you communicate what the company can do), or even working in core values of the company (making the company work with the needs of the customer). So how do you create a marketing technology stack to fit?
A marketing technology stack, sometimes called a MarTech stack, is an organized list of the tools a function or company needs to get the job done. By using marketing automation, tasks that are repetitive can be done by machines, freeing the humans to do the creative work.
The MarTech Stack you can build on CabinetM allows you to categorize all your tech in one place – annotate it so you know who bought it, how much it’s costing your company and when the contract automatically renews and bills your company. Add layers to show the way you use tools (email, hiring, design) and build “future stacks” to demonstrate what you need the department technology to look like in 6 months and at a year. Create a “reject stack” of the tools you need to get rid of, annotated with the date you don’t have to pay for them anymore.
The Customer Experience team at start is nimble and small, so powerful tools can have a great impact. What kind of tools are needed?
Here are some ideas of what to put in a CXO MarTech Stack.
Hiring tools What most CXO types are going to do first is build a design team to immediately respond to the customer-facing issues that exist online. The digital footprint of a brand is seen around the world; Start making an impact immediately by gathering the low-hanging fruit. Tools in this category automate the process of recruiting and hiring talent. Tools in this category may support the marketing department, or be used across the enterprise.
Design Team Layer: This will be a combination of web analytics tools and web development and design tools. Once you can measure what you have, you can figure out the weak spots that need reinforcements, or execute complete strategy changes. We all know what gets measured gets managed. If you can spot a trend, you’re armed to make changes for the better. Use these tools to get the lay of the land end then spend the real manpower on the creative solution.
Social Media Monitoring Customers know where you live: It’s at the @ sign. Social Media Monitoring tools automate the gathering and reporting of mentions from video, social networks, blogs, message boards and forums, user generated reviews, or Tweets in order to unlock customer sentiment. While customers won’t tweet their happiness as much as their displeasure, you can start to spot weaknesses in the system from their points of view.
Company-wide dashboards You don’t need to do the job of the CTO or the CMO, but you need to know what she or he is dealing with. As a common Graphical User Interface (GUI) element, a digital Dashboard sits on top of a variety of analytics and other tools, consolidating the data into one array of labeled action buttons, icons or at-a-glance key metrics. Analytics Dashboards are usually highly customizable either at the systems administration level, the user level or both, and frequently act as vital information hubs, pulling data from numerous sources into one central place. Get what you need quickly so your small team can take action.
Have other ideas for the CXO Marketing Stack? Give us a shout. We’re @CabinetM1
Openprise announced that it has launched Openprise Data Automation on the Salesforce AppExchange. With Openprise Data Automation, marketing and sales professionals can continuously analyze, cleanse, enhance and unify their Salesforce and Pardot data to maintain a complete, accurate view of their prospects and customers. They can also enrich their data with new fields and append missing values to better target their prospects and deliver more relevant, personalized messages that lead to more meaningful engagements.
From the Announcement:
“Many companies recognize that poor data quality is hurting the success of their marketing and sales efforts. However, until now, organizations couldn’t quantify the extent of these data quality issues or determine appropriate actions to address the problem,” said Ed King, Founder and CEO of Openprise. “Openprise Data Diagnostic allows companies to see concrete metrics about their data quality and take action prior to deploying data-driven marketing and sales technologies in order to improve the performance of these programs.”
When you have massive email lists you’re using to send valuable collateral out, it can get very frustrating when you receive a pile of bounce backs. These bounce back emails could affect your sender reputation and potentially cause future emails to be blocked.
How can you send out emails with confidence? Keep yourself in good standing with an email verification tool. This will ensure you’re not spending time and resources on messages going to false addresses.
Webbula’s CloudHygiene email intelligence is an intuitive, comprehensive email cleansing and verification tool built to detect and prevent email bounces, complaints, and greylistings that can damage the sender’s reputation. BEST FEATURES: Validates social media connected email accounts connected to mobile devices PRICING: See vendor for details.
BriteVerify is an email validation and verification solution that identifies invalid emails from customer databases, email marketing campaigns, or newsletters. It checks that the email address follows the correct syntax and has the physical properties of an email address; Verifies the validity of the email domain (MX record) for the email address; and Connects directly to the email server to authenticate if the email address exists on the server.
BEST FEATURES: Instead of a simple ping, BriteVerify uses custom integrations developed alongside the ISP to communicate with the server to verify email. PRICING: The first 250,000 verifications per month one penny each, with discounts from there. There are no contracts, no minimums and no setup fees.
Experian launched its own Marketing Suite in 2014 in response to the vast, and rising number of digital channels and the frequency with which customers engage across them. When and how to optimally reach customers is a complex challenge plaguing brands worldwide. By matching Experian’s data (the world’s largest consumer database) with your company CRM data, it’s possible to gain unparalleled customer insights. Experian Marketing Suite is a flexible and comprehensive marketing solution that provides all the capabilities for marketers to create and deliver exceptional and authentic customer experiences in any channel and via any device. BEST FEATURES: Clean and correct varieties of data to maintain data accuracy over time, whether you are looking for a one-off data cleanse or to implement a regular database cleaning strategy. PRICING: See vendor for pricing.
AccuData Email Append and Verification Services is a suite of email marketing tools. Optimizes email marketing file for multi-channel campaigns with the addition of contact names and postal addresses matched to existing email addresses. BEST FEATURES: AccuData identifies email addresses and confirms customer desire to receive email communications with an opt-in permission email. PRICING: See vendor for details.
Kickbox is a user-friendly email verification and validation platform designed to ensure you only send email to actual users. Just drop a contacts lists directly into the Kickbox interface and let it sort out the good from the bad, or verify email addresses within your application using the Kickbox API. API libraries for Node.js, PHP, Python, and Ruby. BEST FEATURES: Kickbox features prevent mistyped, false and bulk account signups. PRICING: First 100 free, then tiered pricing (ie, 5000 verifies for $40)
Proof launches a software platform to accurately compute both marketing attribution and the true business impact of marketing and communications, including both time lag and the cause and effect of various activities over extended periods of time. Proof works with a customer’s existing data – including financial, marketing automation, account-based marketing, CRM, advertising, web, social, communities, and influencer measurement – to gauge the impact of each part of the marketing mix on a range of tactical, operational, audience and business outcomes.
From the Announcement:
“Proof makes it easy to crunch your marketing and sales data along with other inputs across the business to reveal what’s ‘moving the needles’ that everyone cares about, and how long it takes to move them,” said Proof founder and CEO Mark Stouse. “Proof helps business and marketing leaders evaluate the business impact of their marketing investment in a meaningful, data-driven way that requires no data science expertise.”
It used to be that to build software to send bulk emails, make a report out of telephone data, add up the number of conversions in a week, what have you, you needed to be able to write sophisticated code. Lacking that skill you needed to buy something that fit right out of the box, or you needed to throw weight around to get on IT’s developer calendar. Those days are gone, and the days of the Citizen Developer are here.
Need a tool you can quickly customize with zero or almost-zero coding? Increasingly sophisticated tools are being developed with back ends that are drag-and-drop for the Citizen Developer.
Tools for Citizen Developers
Quickbase Low-Code Platform for Citizen Development is an online tool that empowers non-developers with the ability to design and launch their own custom apps, automatically fully optimized for mobile. It’s a guided, wizard-based drag-and-drop interface that automatically creates app workflows, making it easy to publish time-saving, streamlined automation for a variety of tasks. BEST FEATURES: Quickbase’s platform allows relatively low-skill users to create and prototype apps in real time while avoiding burning IT Department time. PRICING: Tiered pricing plans start at $15 per month per user, starting at 10 users.
Kofax TotalAgility provides an essential link between enterprise applications and repositories and the ways organizations connect with customers, including the preferred mobile, SMS, email, web and social channels, as well as fax and paper-based communications. It is a low-code platform for developing and deploying smart process applications. It combines intelligent business process and dynamic case management capabilities with multichannel capture, mobile, analytics, e-signature, content integration and interactive customer communications. BEST FEATURES: Users get access to document-based information in digital, process-ready format by classifying, separating, extracting, and validating content from structured, semi structured and/or unstructured documents, with preset packages that cater to specific industries and functions such as HR or medical. PRICING: See vendor for details.
Formidable Forms is a form creation and content management plugin for WordPress. With Formidable, WordPress users can quickly and easily create and incorporate any kind of form into a WordPress site. Users of any skill level can create and insert contact forms, registration forms, feedback forms, and many others, with no code required. BEST FEATURES: Connects data from forms to other programs like MailChimp (email) or Highrise (customer database) without tons of code. PRICING: Packages range from $34 to $397 for an enterprise with up to 200 websites.
SkyOnDemand by TerraSky is an SaaS integration platform that provides a drag and drop, point and click interface so that users can build connectivity interfaces between salesforce.com and a variety of complex data sources with ease and efficiency. Among its features are the ability to easily move files by pushing or pulling them; the ability to Migrate PDFs from one system to another. BEST FEATURES: SkyOnDemand requires little training, is easily implemented by the business user and leveraged by the development community to speed implementations and reduce development costs. PRICING: See vendor for details.
Goodsie is a user friendly, feature-rich and customizable eCommerce store builder. Goodsie’s real-time design system is drag-and-drop, modular and supports multi-page, multi-layout eCommerce websites. Goodsie allows for multiple payment gateways including Paypal, Braintree, Stripe and Authorize.Net, and comes with analytics that monitor conversion metrics for repeat purchase and coupon redemption. BEST FEATURES: The program is optimized for mobile. PRICING: Packages start at $25 and can go up to $250 monthly for an enterprise.
Kameloon automates A/B testing and optimization. The software includes: a DMP coupled with powerful predictive algorithms to customize site content and sales management and a library of templates for real-time marketing messages. Kameleoon has been designed to allow marketing teams to manage the maximum number of test cases without writing a single line of code or seeking assistance from your technical team. No technical knowledge is required. Users can modify text, color, product images, button sizes, banners, block placement without technical knowledge. BEST FEATURES: Not a bug — anonymity is preserved because IP addresses or personal data are not stored. PRICING: QuickStart is 50 Euro per month for 15,000 tested visitors per month; Learner is 150 Euro per month for 65,000 tested visitors per month; Standard is 400 Euro per month for 200,000 tested visitors per month; Premium is 600 Euro per month for 300,000 tested visitors per month; and Enterprise is available with custom pricing.
Google Sites Of course one has to mention the behemoth in this field. Google has Sites that allow users to launch an intranet for your company, a project site for your team or a portal for customers with our site builder, without writing a single line of code. Teams don’t have to rely on IT specialists or web developers as they create sites as simply as writing a doc through an intuitive editor. BEST FEATURE: Integrates with Google products users already have. PRICING: Google Apps start at $5 per user per month.
Case and point? Rachel Hawkes, group head of social, TUI Group:
One of the biggest challenges is the connecting up all the different bits of tech we use. You need to make sure it’s all really integrated. … I want to say by end of 2017 “Here are the hard line figures social media is adding to value chain. It drive sales, increases consideration and promotes loyalty.”
Ms. Hawkes, we have a tool for you.
CabinetM is where marketing stacks up. That is, you can collect all your marketing tools, note what they cost, when their contracts renew, who buys it and what it integrates with. It looks a little like this — we chose WordPress, but you can annotate any of the 6000+ tools we have on site:
You can make stacks of technology you’ve retired because it doesn’t have the ROI you need, and you can make stacks of the technology you want to evolve toward — whatever fits your company strategy, you can build.
Have questions? Erica Ross at email@example.com is ready to help you start on stacks today.
Question: What do they call the two days at the end of the week where you don’t go to work and you focus on yourself and your family?
Answer: You’re in marketing. You’re going to get stuck on this one.
What if there was a way for you to get the break you need? Go get some sun while the marketing gears keep right on turning. When you are back in the office you can pull up a report showing how your campaign is doing. You can track how consumers are using your content. You can collect and analyze data for insights on how to tweak collateral so you can go to a kids’ game instead of slaving over a hot pageviews report.
Behavioral analytics tools are designed to detect where users go first, what they click next, how long they linger at certain spots, and other in-session data points. When analyzed and interpreted over time, Behavioral Analytics help organizations to optimize their website or app for a superior user experience, better engagement and increased conversions. Here are tools that can do the thinking for you while you take a break.
Granify is powerful eCommerce retention software designed to detect when a shopper is about to click away without making a purchase, triggering an automatic message enticing them to reconsider. By harnessing the power of real-time Big Data, the Granify decision engine automatically maximizes revenue for online retailers with more than 100,000 visitors. BEST FEATURES: Granify monitors over 400 attributes per second to predict shoppers’ next moves. PRICING: Granify charges by performance, charging nothing if revenue does not change.
Mixpanel’s analytics functionality presents marketing decision-makers with insight into product usage, conversion rates, and user retention with granular analytics answering specific data questions. Once you identify where you lose customers in any process, you can run experiments to fix issues, and understand the value of each marketing channel and then use in-app scheduled email delivery, push notifications, mobile and web notifications to reach customers at the beach, or wherever you want to find them. BEST FEATURES: Funnels visually measure how customers move through any series of events. PRICING: Prices range from basic free plans up to $2000 per month.
Jirafe helps eCommerce retailers optimize their online storefront and digital catalog. The tool tracks in-page user movement down to the mouse click, detecting trouble spots where users get stuck, which merchandise attracts the most attention and identifying products that get looked at frequently but not purchased. BEST FEATURES: User friendly dashboard shows how trends impact sales down to SKU-level detail. PRICING: Jirafe pricing is based on data used and indexed per day. See vendor for details.
KISSmetrics is a digital analytics solution that tracks the user journey through desktop and mobile, across multiple devices and browsers. The platform collects data about visitors, finding their online roadblocks and providing revenue reports on the best customers. BEST FEATURES: KISSmetrics provides funnel reports to show where visitors abandon the site or checkout process. PRICING: Starter is $200 per month. Basic is $700 per month. Professional is $2000 per month. All plans discounted two months if billed annually.
IQ is advanced video analytics. The tool enables deep insights into how popular the video is amongst your viewers, delivering data by geographical location, device, traffic source and more, even showing whether viewers are really engaging with your content or merely sampling the first few minutes before moving on. BEST FEATURES: Player tracking enables you to use different Player IDs in different situations and quickly identify the programs that are driving the greatest value. PRICING: Contact vendor for details.
Kahuna’s Customer Engagement Engine analyzes customer behavior across web and mobile, enabling marketers to detect behavioral patterns that lead to conversion. Use Kahuna to monitor what your customers are doing, and then send them push notifications or in-app messages via Kahuna’s tools, and then next weekend have the platform run a report on ROI. BEST FEATURES: As customer behavior patterns are understood, Kahuna pushes personalized messages out to consumers, crafted to boost engagement. PRICING: Contact vendor for details.
Placed Insights is an analytics solution that provides intelligence into offline consumer behavior and links it to the physical world. The tool provides insights to grow and retain key customer segments, benchmark your business against the competition, and measure the impact of advertising campaigns in driving foot traffic to stores. BEST FEATURES: By leveraging their location panel, billions of directly measured locations, and patent-pending statistical models, Placed is able to describe consumer behavior and measure trends in consumer purchases. PRICING: Contact vendor for details.
Are you the number-crunching analytics tool or the dreamy content creating tool reaching for the stars? Are you using quizzes to engage your audience?
The New York Times’ most popular story of 2013 was not an article. It was a quiz: “How Y’all, Youse and You Guys Talk” was bigger than junk food or Angelina Jolie’s medical choices. We all want to know if we’re more like Harry Potter or Voldemort, Cinderella or Snow White, Alexander Hamilton or Thomas Jefferson.
As wonderful a tool as quizzes can be, you may not be using them to reach your greater marketing goals — they can be used to mine information about your customers, how they think and feel, and to capture data to add to a fuller customer view.
These tools won’t keep you guessing about what your customer wants.
Quiz Maker uQuiz enables marketers to engage the attention of online customers by giving them a fun pop quiz. With Quiz Maker, anyone can create and distribute feature-rich, entertaining online quizzes. Images and video can be added to questions, and quizzes can be password-protected. BEST FEATURE: Watch quiz takers in real time. PRICING: Free
Interact is a tool that enables companies to increase social engagement and lead collection with quizzes. Connect your quiz to any of email marketing platforms. Leads collected will automatically be added to mailing lists. Choose between personality or multiple choice quiz options, and easily add photo or text questions and answers to your quiz. BEST FEATURES: You get a wide array of stats on your quizzes. From leads collected, views and completions to how everybody answered each question, you’ll know your audience inside and out. PRICING: Small Business is $100 per month; Pro is $450 per month; and Premium is $950 per month.
Fyrebox provides interactive quiz-making software to generate leads, educate, or engage an audience. The tool enhances customer engagement while promoting the user’s brand. With built-in analytics, Fyrebox offers a way to gather contact information to be used for follow-up or as a way to redirect traffic to any page that needs bolstering. BEST FEATURES: Our drag and drop interface makes it easy to move the components of your quiz (buttons, messages), or change the size of the font. PRICING: Standard is $19 per month and Pro is $39 per month.
Relay is an organization-wide video creation and hosting solution enabling users to roll out interactive videos across an organization. Interact with viewers by adding quiz questions or open-ended responses, and see results on-demand. BEST FEATURE: Relay was developed for departments, schools, colleges, and universities and works well in closed groups. PRICING: See vendor for details.
Antavo launches viral promotions and campaigns in an effort to grow a client’s email list and familiarize them with their core audience: contests (photo, video, story, presentation, Instagram, audio), sweepstakes (draw, quiz, poll), and deals (group offer, coupon, giveaway, landing page). Antavo believes that the power of loyalty programs and data-driven email communication helps in turning customers into brand advocates. BEST FEATURES: The quizzes Antavo offers can be rolled up into loyalty programs. For Antavo customers they will offer a contest consultant for premium packages. PRICING: Contest packages start at $199 a year and can rise to $1499 yearly.
Qzzr allows the user to create, embed, and share your quizzes to drive social traffic and generate leads. Qzzr makes it easy to customize your quiz, change your background, and add text and images. You can embed quizzes as easily as you would a YouTube video. You’re going to like the way these quizzes look on your site. BEST FEATURES: Customize your your quiz’s look and feel to fit any website or layout. PRICING: Pro is $25 monthly (billed annually at $299). See vendor for details on the Enterprise package. The free version has Qzzr branding but also allows for unlimited quizzes.
Quiz Makeris a subscription-based tool for creating fully customized quizzes, polls and surveys that can be easily embedded into any website or social meda page. You can import the results into Salesforce, Mailchimp or thousands of other systems and platforms, adding the collected responses into your sales pipeline for targeted, personal messaging. Quiz Maker provides your audience with a fun and interactive experience, while capturing data to build a qualified set of leads. BEST FEATURES: Embed quizzes into any website, blog or Facebook, or import into more than 2000 Customer Relationship Management Sytems, or, marketing and email systems. PRICING: Tiered price plans starting at $15 per month. Save 20% when paid annually.
When you own a restaurant, there’s long hours, interesting personalities, and the ever-changing nature of dealing with the public. One thing you should be able to count on is your marketing.
In an excerpt is from the staff of Entrepreneur Media’s bookStart Your Own Restaurant and More, writers note a a few ways to market your new business: Word of Mouth, Website, Social, PR and Community Involvement. That’s awesome, but you’ve got to make sure you’re getting the right prices for meat and vegetables, you need to hire more waitstaff, and there’s an argument in the kitchen. How do you do it?
Step 1: Automate. Figure out the strategy and then get some tools to do the work for you. Track email success, post specials to social media, build a database of loyal customers who can be your best online advocates, and monitor what is said about your dining room on social media.
Step 2: Build a Stack. Go to CabinetM, build a free marketing technology stack and note what you’re using, what it’s costing you and what other tools it will work with in the future. Keep all the marketing stuff you are using in one place, and go back and focus on the fight in the kitchen.
It’s that easy. You have enough to worry about with the price of fish. Don’t make keeping track of tools you’re paying for a hassle.
Rather than taking a strategic approach, most SMB’s marketing efforts are the result of off-the-cuff thinking, and it shows. Their marketing mix looks like a fragmented collection of tactics and tools from a variety of in-house and external sources. On a good day, the business owner doesn’t truly know what is working. On a bad day, they feel like blowing it all up and cutting of the marketing investment all together!
It doesn’t have to be that complicated.
Figure out the goal. Are you looking to sell 15 high-end, complicated pieces to 12 customers? Are you trying to get an app into the phones of every tween in the U.S. market? Figure out what success looks like, and build toward that goal.
Set a strategy to match the goal If you’re looking to launch a highly specific product into a rarified market, think about account-based marketing. If you’re attempting to get a mobile market, look at social media. For every customer there’s a vehicle to get to him. Set that strategy before moving forward.
Build your marketing technology stack Once you have the strategy in place, find the right tools to fit that strategy. At CabinetM you can find the right tool out of 5,700+ in our database, and move them into your own Company Stack. Think about what you’ll need to fit your strategy — Is it an email tool? Is it an entire marketing automation suite? Build the layers of your stack to keep track of what you’re using, when you need to buy the pro version of a tool, and what the next tool you aspire to own will be.
Test your resultsWhat gets measured gets managed. Think about your strategy and what you need to measure going forward. Don’t obsessively count twitter retweets if your core audience is on Pinterest, and don’t worry about print advertising reach if your customer is really from a very narrow audience or industry. Tweak what needs to be fixed, retire tools that aren’t working for you, and with the right tools, watch for improvement.
Celebrate your success While it may seem obvious that you’re going to celebrate when you hit your mark, not everyone gets there. Take a moment to note what worked, what drove you there, and bask, just a little, in what you’ve achieved. The next goal will appear fast enough — take a moment to cherish the plan that got you where you are.
For marketers, there’s always a holiday coming up. While retail stores put up Thanksgiving decorations, someone is already getting product lined up for Valentine’s Day. While end-of-the-year sales are being touted on websites, someone else is looking to see what warm-weather will mean for sales of everything from airplane parts to bikinis.
Didn’t think that holiday was coming so soon?
Don’t panic. Just start with a strategy you can employ quickly. You can use Marketing Technology to create and deliver ads that work “in between” pages. They’re called interstitial ads.
An interstitial is an interactive full-page ad that appears within an app, mobile browser or between content pages. With nearly 10 times the real estate available on traditional banners, an interstitial gives the ad its best chance to generate a click and maximize user engagement.
Interstitial pages are served to the user before loading the target page, which can be video, email, an app on a phone – it is what appears before that loads. It will serve ads or verifying information (as in the case of age-restricted content). It could be the page that asks if you’re over 21 before viewing a win website. It could be an ad with a holiday message that pops up before anyone sees your regular eCommerce site. Pages may be served on websites or within apps on mobile devices.
The Ad Life Platform is a comprehensive, all-in-one mobile engagement platform that provides advertising, marketing, CRM, and analytics manageable from one central place. While the platform includes interstitial ads, it will also provide a CRM, video and display ads. BEST FEATURE: Interstitials are just part of the platform. PRICING: See vendor for details.
7Search offers Pay-Per-Click (PPC) search engine advertising that can generate traffic and revenue online. 7Search offers graphical and text banners, pop-unders, and interstitial web pages. 7Search offers companies a measurable opportunity to obtain new business leads and sales from high quality Internet traffic across business verticals. BEST FEATURE: Users pay per click, which some find a great way to start advertising instead of a big buy up front. PRICING: See vendor for details.
Chartboost is a mobile game discovery and monetization network that enables video game developers to create interstitial and video ads, promote new games, acquire new users, and buy/sell traffic with each other. The platform enables developers to find partners, make money promoting other games, negotiate directly, and make 100% of the revenues without a middleman. BEST FEATURES: Getting started is swift with 10 lines of code. PRICING: See vendor for details.
The Drawbridge Cross-Device Platform is a campaign management platform to set-up, launch, and measure cross-device marketing initiatives. This self-service product suite provides an accurate and transparent means of connecting with consumers and measuring results across computers, smartphones, tablets, and connected TVs. Its formats include banners, interstitial, rich media, carousel, video, and native. BEST FEATURES: Drawbridge has the leading cross-device insights suite, providing marketers with a holistic view of their consumers and helping them evaluate and optimize their media investment across all digital touchpoints. PRICING: See vendor for details.
What about interstitials working with email? Gold Lasso is an email monetization platform to help users maximize revenue and deliver a better advertising experience to subscriber inboxes. Gold Lasso automates the syndication of pay-per-click native advertising in newsletters, and helps monetize clicks on the newsletter editorial by triggering high impact interstitials on the user’s website. BEST FEATURES: Helps monetize clicks on the newsletter editorial by triggering high impact interstitials on the user’s website. PRICING: See vendor for details.
RevMob Mobile Ad Network enables global publishers, developers and advertisers to maximize their Cost per Thousand (eCPM) using a unique algorithm with a simple Software Development Kit implementation. The platform creates engaging mobile campaigns using innovative ad formats, including Rich Media, Banners, Interstitial, and video formats that increase message impact. BEST FEATURES: The platform’s dynamic pricing algorithms predict campaign’s conversion rate to a specific user and whether or not he or she should be served, saving money and helping companies acquire the most valuable users. PRICING: See vendor for details.
The Srivari Temple is one of the wealthiest places of worship in India and after ticket sales for darshans—the sighting of the deity—the biggest money earner for the temple is the laddu. In its 2016-17 budget, the temple board estimated revenue from offerings at more than Rs1,000 crore and Rs175 crore from laddu sales.
What is helping sales climb 20% to 30% every year since 2010? That’s when the temple decided to sell the sweets on the internet.
You too can market online. Check out the tools CabinetM has listed for building an eCommerce site, and start marketing as if you’re selling offerings to a deity.