Subscriptions are an increasingly common way to buy products online, whether consumables like coffee and energy supplements, or personalized lifestyle boxes and fashion.
With over 4,000 apps on the Shopify app store—and 3–5 added every day—it’s impossible for store owners to keep up with the changing app landscape. But that doesn’t mean there’s no pressure to keep up.
The traditional blog format—regular, sequential publishing of diary-style entries—no longer makes sense for most businesses. To be honest, it never did.
A B2B website that educates potential buyers isn’t a personal “weblog.” It doesn’t toss out unsubstantiated opinions. It doesn’t age the same way. The earliest articles may cover the most valuable topics, but our throwaway content culture lets older posts rot.
“Rare is the business that has a formal disaster plan, let alone one that covers a global Black Swan event.”
Tim Stewart, trsdigital
An article on growth and marketing in the middle of a crisis—the current one or any other—can seem tone deaf. But nothing gets better if we stand still.
Some 73% of Millennial workers are involved in B2B purchase decisions, and 85% of that group uses social media to research products and services for their companies.
Google Analytics shows 104 conversions. Your CRM shows 123 new leads. Heap reports 97. And so on.
It’s easy to get frustrated by data discrepancies. Which source do you trust? How much variance is okay? (Dan McGaw suggests 5%.)
For most companies, Google Analytics is a—often the—primary source of analytics data. Getting its numbers aligned with other tools in your martech stack keeps results credible and blood pressure manageable.
Traffic attribution identifies which sources drive visitors to a web property. And it’s impossible to credit a conversion to the correct source without first knowing how a visitor got to a website.
In other words, the foundation of conversion attribution is traffic attribution. Simple as it may sound, attributing a session to its traffic source can be tricky, even impossible.
As the marketing industry developed, researchers dove deeper into buying behavior and buyers’ minds. One early researcher was Edward Bernays—Sigmund Freud’s nephew—who coined the term “public relations.”
Bernays believed that people could be influenced via crowd psychology and psychoanalysis. His “Torches of Freedom” campaign in the 1920s promoted smoking among women as a symbol of liberation, opening a new market to cigarette companies.
Decades later, in 2002, Dutch marketing professor Ale Smidts coined the term “neuromarketing.” Neuromarketing maps neural activity to consumer behavior to help marketers craft more valuable, science-based campaigns.
For companies that build their analytics on Google products, purchasing Google Analytics 360 is a symbol of maturity.
As a business grows, it inevitably runs up against limitations of analytics tools. For example, while the data aggregation process in Google Analytics seems like a “normal” feature, it might be a hurdle if your business needs to process data at the hit level instead of by sessions or campaigns.
It’s one of many potential business needs that could affect your decision to upgrade to a Google Analytics 360 license. But is it worth the serious investment?
Twitter is always a highly recommended social media channel to promote your brand online. But it’s not easy to build a following. It’s even harder to persuade followers to click through to your site—and convert.
Indeed, historically, Twitter traffic has had one of the lowest conversion rates compared to other social media giants. Yet Twitter can be a reliable source of both clicks and conversions.