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When you’re trying to drive traffic to your website and generate new leads, the goal is to make your content as attractive as possible. After all, with so much competition out there, it’s important you stand out from the crowd and grab someone’s attention right away, right?
The answer’s yes!
Just like you spend time and energy creating visually appealing content for users to enjoy, you shouldn’t forget the finer details: namely, your links.
Yes, really. URLs matter. Let me show you why link shortening is worth your time and what link shoortening alternatives to Goo.gl are worth trying.
Link shortening takes longer links, with their confusing combination of numbers, letters, and special characters, and turns it into a short, readable link.
Here’s an example from NASA’s Twitter feed. The link is only a few characters long, it contains the NASA branding, and it’s clear where the link redirects to:
Here’s another example. When you click the link, it takes you to a YouTube video. The destination is fairly clear from the short link (youtu.be) even though it’s unbranded, meaning there’s no mention of NASA’s name in the link:
The original “longer” link looks like this: https://www.youtube.com/watch?v=1Mqsd0ru_pc
Which one do you think looks more attractive on a website or social media post? Which one would you be more likely to click on?
Chances are, it’s the first option, and the reality is, your potential customers feel the same way.
OK, so that’s how link shortening works, but is it worth your time? Here’s a bit more detail.
In most cases, URL shortener tools also track how many people click your links. You can track who clicked your link to calculate the success of ad campaigns or content marketing strategies you’re running. From a marketing perspective, link shorteners are invaluable.
Finally, short URLs are more attractive. They’re easier to read and make your content more user-friendly. You can also create branded links with URL shorteners to reinforce your brand message at the same time.
Since great marketing is all about creating a great experience for your customers and building awareness, short URLs are a crucial tool.
To be clear, it’s not always worth shortening URLs. For example, if you’re just linking from one page on your website to another, there’s no need to shorten the link.
If you need help figuring out which links to shorten and which ones to leave alone, check out my consulting services.
Google’s own URL shortening tool, Goo.gl, launched back in 2009.
At first, it only worked with Google applications, meaning you could only shorten URLs for the Google toolbar. However, Google made the tool available to the public in 2010, which made it simpler for all website owners to access and use.
Goo.gl offered a simple means to create shorter, more readable URLs. All you had to do was input your long URL and Goo.gl generated a smaller URL without lines of extra characters:
You didn’t need a Google or G Suite account to create a one-off URL, either. However, if you wanted to keep track of all your custom URLs, you could create an account and view all your shortened links at a glance:
Website owners could also track how many people clicked the shortened URL, which helped with marketing strategy creation:
Why did Google shut down Goo.gl, though? Put simply, Goo.gl wasn’t designed for anything other than desktop browsing. As browsing habits changed and it became more common for people to access the web through mobile devices or apps, Google realized the tool just wasn’t flexible enough to stay competitive.
The answer? Firebase Dynamic Links, or FDL, which replaced Goo.gl back in 2019. As we’ll see in a moment, FDL improves upon Goo.gl in a few ways, although it’s not the only URL shortening tool worth considering.
There are many other link shortening tools out there, so how do you choose the right one for your needs? To help you narrow your search, here are seven promising alternatives to Goo.gl you can try right now.
Since Firebase Dynamic Links (FDL) replaced Goo.gl, it’s a good tool to start with if you’re focusing on app creation and development.
Firebase works similarly to Goo.gl, since you’re still creating short URLs. However, these URLs are no ordinary links: they’re “smart” links, or Dynamic Links.
When a user clicks on a FDL link, they’re directed to exactly where you want them to go in your Android or iPhone app… even if they don’t already have the app installed. They simply download the app and the right page loads automatically.
It doesn’t matter whether they click through from a desktop browser or mobile device, either. They will be directed to a compatible version of your website, so there’s no need for you to generate different URLs for each platform.
If you’re focusing on app-based marketing, definitely consider FDL. There’s a free plan available, although the paid plan has some nice features.
Do you want to create unique branded links using custom domain names? Then Rebrandly could be for you.
Trusted by global brands like IBM and Shopify, Rebrandly is more than just a URL shortening tool. It’s a link management platform designed to help you build entire marketing campaigns around branded links in just a few clicks.
Without leaving your browser, you can create and share links across over 100 integrated apps including Twitter, LinkedIn, and Facebook. Plus, you can measure your campaign results from the dashboard.
It’s free to sign up, but paid packages start at just $29 per month, which gives you access to more detailed metrics and a larger number of branded links. If you’re looking for an enterprise-level solution for larger teams, reach out to Rebrandly for a custom quote.
If you’re already using Hootsuite, Ow.ly is worth a look.
You can shorten any link posted to social media right from the Hootsuite dashboard. This lets you view everything from your campaign ROI to your link metrics at the same time. There’s no need to switch between different tools (unless you’re also using other platforms like Google Analytics.)
Ow.ly comes free with every Hootsuite account, too, so you don’t need a paid subscription to benefit from the tool. Sounds good, right?
All that said, Ow.ly’s only available to Hootsuite users, so it’s not the right tool for everyone, but it’s worth a try if you already use Hootsuite.
For enterprise-grade link management, consider Bitly, one of the most comprehensive tools out there.
With Bitly, you’re not just creating short, branded links. You’re turning those links into valuable marketing tools. Bitly offers some of the most in-depth campaign management tools available to help you track everything from clicks to organic shares.
It’s a useful tool for tracking customer journeys without hopping between different CRMs, making it ideal for larger companies looking to track data and grow their campaigns efficiently. You can even generate QR codes to engage customers and drive sales.
What’s more, Bitly is trusted by the likes of Amazon, Disney, and Gartner, so you know it’s a platform that delivers on its promises! Packages start at $29 per month.
No roundup of link shortening tools is complete without TinyURL, the very first program of its kind:
You don’t need an account to shorten one or two short URLs. To get the most of the platform, sign up for a free account which allows you to create an unlimited number of URLs and track clicks.
The Pro package starts at $9.99 per month and offers advanced tracking options. For businesses looking to run high-volume ad campaigns, the Bulk package may be a better option at $99.00 per month.
If you’re looking for a no-fuss way to shorten your URLs and track some metrics, TinyURL is worth a go.
Are you a small business owner looking to launch marketing campaigns but don’t need a large-scale solution? BL.INK was designed for you.
With BL.INK, you can quickly share shortened URLs across social media channels and even send actionable links by SMS or messaging platforms. BL.INK seamlessly integrates with existing worktools and CMS, so you can easily track link performance and view the data alongside other metrics.
Packages start at $48 per month, making it one of the more expensive tools on the list. However, you can try it free for 21 days, which is a bonus.
If you’re not looking for an enterprise-level solution but want more than just a basic shortening tool, consider BL.INK.
On the surface, Sniply works like any other link shortener. However, it offers a unique level of customization: you can embed a colorful CTA button with every link you share across social media.
Not only do your links look more appealing because they’re shorter, but they’re more actionable than ever:
Pricing is reasonable, too, with packages starting at $29 per month. However, if you want to add more than one team member, you’ll need to opt for a more expensive tier.
Link shortening, or URL shortening, lets you change how a link displays to users. You can make a URL appear shorter or even add branding and still send users to the correct page.
A link shortening tool turns a long, rambling link into something memorable to share with prospects, which is handy on social media. You can also track the number of real people visiting your website, which provides more accurate analytics information.
Google made the changes in response to how people use the internet. Its new tool, Firebase Dynamic Links, is more flexible than Goo.gl and lets site owners redirect users on mobile apps rather than just desktop websites.
Since one of the main reasons we shorten links is for tracking purposes, you don’t need to shorten links if you’re just linking from one page on your website to another.
Are the alternatives to the Goo.gl link shortener worth your time? Absolutely. With the range of link management tools out there, you can quickly generate short, readable links to showcase your brand and drive traffic to your website.
What’s more, there’s a link shortening tool to suit every marketing strategy, whether you’re looking for a no-fuss, budget-friendly option or want to invest in an enterprise-level solution.
Have you tried a link shortening tool yet? How has it improved your conversions or made it easier to track your performance?
Is outbound marketing right for your business?
How do you decide which strategies are going to help you grow your brand?
If you’ve got questions about outbound, then you’ve come to the right place.
Outbound marketing is where you (the business) initiate conversations with your customers to attract them to your brand. For example, TV commercials, cold calls, paid ads, and direct mail are all examples of outbound.
Inbound marketing, on the other hand, is when your customer initiates a conversation with you. For example, they visit your website, read an ebook, or download a white paper.
The goal for outbound marketing is to actively build authentic relationships through engagement, targeted communications, and putting your company in the right place at the right time.
There’s no denying that inbound marketing has grown in popularity in recent years (and with good reason, as it produces tremendous results.) However, outbound still takes up 90 percent of marketing budgets due to the high cost per outreach.
To improve your ROI in outbound, you need to allocate your budget to the methods that work for your brand. Below, we’ll cover some strategies to try, but first, let’s talk about its relevancy.
Every business owner loves to cut costs. When you, as a consumer, immediately delete a sales promotion email from your inbox without looking at it, you might wonder why that business would continually persist with an outbound strategy.
The likelihood is, they’ve built a huge mailing list and their promotions go to every single email address—paying no heed as to whether each customer is directly their target audience or not.
Why? They’ve invested in building a mailing list, and outbound marketing is still an extremely useful tool. It’s amazingly good at driving brand awareness (as long as your emails aren’t repetitive enough that a customer ends up hating you), maintaining brand relevance, and introducing products to new audiences. It helps you be at the forefront of your customer’s mind, for recommendations, word of mouth marketing, and lead generation.
Inbound marketing is great, and especially for smaller and low-budget businesses, but if customers don’t know your products exist in the first place, they can’t search for something they aren’t aware of.
Outbound marketing guarantees you reach people. You won’t be shouting into the void. Blogs are great for SEO and hoping Google’s Algorithm will take pity on you, but when you pay for a TV ad in a half-time break of a popular show: you know it’s going to be seen.
It can be expensive, but, when done correctly, it still provides a good ROI and is still relevant today as a complement to inbound marketing.
Most marketing success comes through a combination of different strategies. Whether it’s inbound or outbound, there are lots of different ways to reach your target audience, and often it will take lots of different strategies to achieve your goals.
Here are seven outbound sales strategies you can use to boost your marketing.
Email seems to have been around a long time now, but it’s still bringing in an incredible ROI for marketers.
We’re all accustomed to receiving newsletters from websites, but we tend to forget about an important part of outbound strategy: cold email.
Cold emails are unsolicited emails you send out to prospects. You’re initiating the interaction, so it firmly fits in with the principles of outbound marketing.
“Everybody hates receiving unsolicited emails, spam is the worst.”
Well, what if your cold emails didn’t feel like unsolicited emails? What if they were highly personalized, respected your customer’s time, and actually offered value to them beyond a product that can fix “all of life’s problems?”
Outbound marketing doesn’t have to be pushy, impersonal, sales-based spam. It can have all the creativity of inbound marketing. Using your understanding of your target audience, you can craft cold emails that get responses and create leads.
Here are some things you will want to concentrate on with your cold emails:
Small details make a big difference, for example, 30 percent of people open an email based on the subject line, so make sure you’re optimizing every aspect of your outbound marketing.
First, I recommend “cutting edge technology” with emails, and now I’m telling you to send people letters through the mail?
So much of our lives might have moved online, but we still exist away from the internet and we still receive mail. As it turns out, we still enjoy seeing something in the mailbox with our names on it, and this is an effective way of using outbound marketing.
This scientific study found brand recall is 70 percent higher among participants exposed to direct mail than an online ad. It may not have the fancy analytics, and you may not be able to put a GIF on it, but it’s certainly a good way to gain traction for your brand, and can still be relevant to your ethos, voice, and how you want to present yourself.
Just take a look at KitKat’s amusing example:
Estimates for the average ROI from direct mail vary a lot, and, like with most outbound marketing, it’s all about how good your campaign is.
With direct mail, it’s important to:
It might not seem like it fits with the digital age, but direct mail is still a useful outbound strategy.
Paid search ads can be seen as a cross between inbound and outbound marketing. While the targeted user has likely actively searched for information related to your products, you’re still artificially placing your brand in front of them in a way more reminiscent of outbound marketing.
Search ads are great for immediate success.
With SEO, you write an article and watch as the search engines gradually start to rank it. When it does start to bring in traffic, it’s an amazing tool because you’re not paying for clicks, but it takes time and there’s no guarantee of success.
When you invest in paid search ads, you give your brand an immediate presence in the SERPs, almost guaranteeing you traffic. Of course, you will be paying for each click which means the most important thing with search ads is optimization.
Not only do your ads have to be on-point, but so do your landing pages (here’s how I make sure my landing pages are converting).
Clearly set out what you’re trying to achieve with your paid ads and make sure everything is streamlined toward driving action from your customers. Small issues such as a clunky checkout page can hurt your conversion rate and make a big difference to your ROI on your search ads.
The average conversion rate for search ads on the Google network is 4.4 percent, but the hard work you put in might see you push well beyond this.
Here’s my “Guide to Google Ads” to help you out.
Billions of people are on social media every day. The average daily usage of social media is two hours and 25 minutes.
In marketing, we talk a lot about reaching your customers where they’re hanging out, and the data shows this is overwhelmingly on social media. If you’re not running social media ads, then you’re missing out.
Social media is becoming more and more “pay to play,” increasingly making it an outbound tool. Paid social media is:
The average organic post reaches just five percent of your followers, so you need a huge following to make a difference with organic social media. Paid ads on the other hand allow you to immediately reach a highly targeted audience.
One of the most powerful aspects of advertising on platforms like Facebook, Instagram, TikTok, and LinkedIn is targeting. These companies have an incredible amount of data on their users and you can use this to be extremely targeted, serving your ads to the people they’re going to have the most impact on.
Marketing may have shifted focus from the physical world to the digital one, but that certainly doesn’t mean getting out and meeting people is a dead art. One of the best ways to get your brand in front of a targeted audience is by attending a trade show.
This can represent a large upfront cost (on average it costs $100-$150 per square foot of floor space), but the exposure and new connections you make can be well worth it.
Maintaining brand relevance is something that takes constant commitment, and having a stand at a major trade show is one of the ways you can do this. Just think of any major trade show, and you’ll expect the biggest brands to be there. For example, what would an international farming show be without John Deere?
It may seem like these companies are so big it doesn’t matter whether they attend a trade show, but they recognize that to remain relevant you’ve got to be visible.
When planning for a tradeshow, make sure you’re setting goals and managing your budget appropriately.
Outbound doesn’t always have the best reputation and cold calls certainly fit this picture. Despite this, the inescapable reality is cold calling works for many businesses.
Sales and marketing are still about reaching new audiences and starting conversations and that’s exactly what cold calling allows you to do. Of course, there are good and bad ways of doing this, and you need to consider your approach carefully.
Again, it’s easy to look at cold calling and think it’s all about numbers. Sure, outbound relies on volume, but the most important aspect is still quality, in this case, the quality of the conversations you can have.
This is why there’s a push away from scripted sales pitches towards approaches like SPIN selling where the focus is on helping the customer to solve their problems (if you’ve read my inbound marketing articles then you know this is something I talk about all the time).
If you’re thinking about using cold calling as part of your outbound strategy then keep these important points in mind:
Online marketing has transformed the way businesses advertise, but traditional advertising is far from dead.
There are lots of online places you can advertise your business and continue to grow your brand. TV and radio ads may require a bigger investment than other forms. like PPC but they still bring in big results.
The average American might spend more than two hours a day on social media, but traditional TV consumption is even higher among the older generations:
Consumption of traditional media might be changing but it’s still there—and therefore it’s still a big opportunity for marketers. Make sure you understand your target demographics and are showcasing your brand with creative messaging and you can still see an excellent return on your investment.
Outbound relies on the business initiating the interaction whereas inbound marketing relies on the customer searching for your brand.
Social media can be both inbound and outbound. Paid social media ads would be classed as outbound, whereas organic reach is inbound marketing.
Outbound marketing is often effective because it’s immediate. You’re not waiting for people to find you, you’re putting your brand in front of people and initiating interactions.
No, it is very much alive. Many businesses still use outbound to achieve a good return on their investment.
Examples include paid search ads, social media ads, cold email, cold calls, trade shows, and tv/radio/print ads.
Outbound marketing is something that’s still relevant today. It’s a great complement for your inbound marketing and an excellent way to grow your brand.
Marketing is a competitive field, and sometimes you can’t rely on people coming to you, instead, you’ve got to put your name out there and guarantee you’re getting exposure. In these cases, cold emails, search ads, social media ads, trade shows, cold calls, and traditional media ads can make a huge difference.
The most important thing to remember is that many of the same principles of inbound marketing still apply to outbound. You still need to understand your target audience, and you’ve got to be able to provide value and help solve people’s pain points.
If you can successfully do this, then outbound marketing can be an important part of your strategy.
What’s your favorite outbound marketing strategy?
Reddit is a social media and news aggregation website that ranks content based on a voting system. People worldwide post content (usually links, but also original content), and other users can “upvote” or “downvote” posts, pushing the most interesting content to the top.
It’s a place where you can find groups of like-minded people. Reddit calls these groups subreddits, and they cover different topics, including niche interests, politics, hobbies, and thousands of other topics people want to talk about.
Since its launch in 2005, the site has become one of the most popular social media sites with millions of monthly active users.
Its engaged, passionate community is just one of the reasons you should consider marketing on Reddit. However, the site has a tough stance on self-promotion, which makes marketing tricky, and it’s easy to fall foul of Reddit’s strict guidelines (including the unwritten rules.
That means you need to take a more strategic approach that focuses on conversations and providing helpful or interesting content.
Before we cover how to create ads, let’s talk about Reddit marketing etiquette so you can get it right.
The list includes:
You also need to be clear about why people use Reddit. According to Signity Solutions, Reddit users are looking for answers or entertainment. If you can offer either, then it’s worth contributing to the conversation. Just don’t try and sell anyone anything.
If you need ideas, there are plenty of ways you can avoid falling into overly promotional material, like:
Reddit is a massive site with thousands of subreddits. Each of those subreddits has its own rules, moderators, and culture. Whichever subreddit you join, take the time to familiarize yourself with the sub’s etiquette and what’s acceptable.
Above all, if you’re not sure, ask before posting something. Redditors are there to help and guide users.
Reddit’s advertising policies cover quality, style, URLs, and landing pages. Below are the basics you need to know for each section.
Video advertisements must be high quality. That applies to the audio, visuals, and text. Make sure content is relevant and suitable for a wider audience. Also, the spoken language should be targeted for where you’re advertising.
Reddit allows mature-rated media. However, it needs to comply with the relevant rating laws for each country, and videos containing “shocking, graphic, or profane content” should be labeled as such.
Additionally, Reddit doesn’t permit videos that include strobing or flashing.
Reddit stresses the importance of professional-looking ads that are concise and detailed. The main takeaways are:
Quality primarily relates to accuracy and clarity about the products/services you’re advertising. That means:
As with all of Reddit’s advertising policies, the main emphasis is on quality and consistency. Make sure your:
For more details, read Reddit’s full advertising policy.
Perhaps you’re not quite ready to commit to paid advertising. That’s OK. You can use some strategies to start marketing on Reddit without paid ads, like those listed below.
Rather than using a business account, you could set up a personal account. From there, you can begin engaging with the community by answering questions and posting content related to your niche. This is a way of showing your expertise and gaining traction on the site while avoiding self-promotion.
It’s the preferred way of Beardbrand’s Eric Banholtz, who has attracted more than 600 members into his subreddit.
Beardbrand tends to post YouTube content like:
You get the idea.
In keeping with Reddit guidelines, there’s no promotional content. The account is just a way of sharing relevant news and touching base with subreddit members.
There’s a subreddit called “Ask Me Anything.”
Members of the community post a huge variety of posts on just about every topic you can imagine. For example, one post is from a female gamer, while AMA is a person who had the same lunch every day for the last 16 years.
Basically, you post a topic and invite others to ask you anything.
Although regular members heavily use the community, you needn’t think you don’t have a place there as a business owner or marketer. The subreddit also attracts members from the business world.
One heavy hitter who makes the occasional appearance is Microsoft’s Bill Gates. Although it’s been some time since Gates contributed, there was huge interest when he did, including plenty of upvotes and lots of interaction.
A popular way for businesses to stay on the right side of Reddit’s rules is to start a subreddit for their brand. Here, you can engage with your customers, answer any questions about your company, and share industry news.
This is a good approach if you aim to encourage engagement and build relationships with prospects.
Reddit is often overlooked by marketers, but with 52 million daily active users, and high levels of engagement, marketers shouldn’t ignore the site.
Additionally, Reddit attracts 430 million monthly active users and it boasts 100,000 communities.
Year on year, Reddit’s active users continue to grow. It looks like Reddit’s here to stay, and the potential is enormous for those that get their marketing right.
It’s also popular among younger age groups, so it’s a brilliant way to reach out to younger prospects.
There are two main types of ads on Reddit. The first is promoted ads, which you’ll see most often. Reddit displays these at the top of subreddits.
The other type is display ads. Reddit offers other types of advertising, like video and carousel, which we detail below.
You can choose from CPM, CPC, or CPV ads, and these are all made available as auctions via the Reddit Ads Dashboard.
Reddit aims to display ads at bigger companies with larger budgets. Unlike promoted ads, these aren’t self-serve, and you need to speak to Reddit’s sales team first. You need a minimum budget of $30,000.
These are available as CPM and CPV bids. Features include an auto-play video and an optional call to action button.
Promoted Carousel ads allow up to six images/gifs, and the bid types are CPM and CPC. Reddit shows these ads in users’ feeds.
For greater visibility, Reddit also offers takeover products. You can view the complete requirements for each type of ad and the features provided on Reddit.
Before diving and creating your own Reddit ad, let’s look at a few examples.
Department store Nordstrom uses Reddit in a way that just about everyone can adopt. It stays on the right side of Reddit’s robust guidelines by using subreddit groups to talk to customers and discuss products, overall service, and typical customer experiences.
It’s clear Nordstrom is playing the long game with its Reddit advertising approach. Its method isn’t likely to garner overnight results. However, it’s a strategy that works for the brand, and it has got hundreds of Reddit users keen to interact with them.
If customer engagement is crucial to you and you’re using it as a building block for your business, the Nordstrom method could be the way to go.
Ally Bank dared to be different with its advertising. Rather than posting in a financial subreddit, it reached out to Reddit’s vast audience of video game lovers.
How did it connect the dots between the two topics? With a simple one-liner that demanded attention:
“You wouldn’t settle for a 1-star controller, so why settle for a 1-star bank?”
Ally Bank stayed away from the traditional banking advert because it was appealing to a non-traditional audience.
You can easily use this approach. Rather than limiting your marketing to your typical market, think about how you could reach different groups and win over consumers that you mightn’t usually market to.
Maker’s Mark took a more direct way of targeting the Reddit community through the r/ads subreddit.
Its “Let it Snoo” tagline was a play on words around Reddit’s mascot, Snoo, and it aimed to make the audience laugh rather than despair at the sight of an advert.
Maker’s Mark was careful to tailor the nature of its advert to the typical Reddit user and talked to them in a style the Reddit audience would welcome.
That’s the key: Always target your audience in the language and the style they’re most comfortable with.
Setting up your first Reddit campaign may take some time, but with plenty of detailed step-by-step instructions, you should find it easy enough. Here are the basic steps for getting started, but always check Reddit if there’s any part you’re not sure about.
If you’re not sure how to narrow down your niche, here are a few pointers:
-Create a customer avatar or profile of your typical customer. You can use the data you already have to do this.
-List any of the characteristics and demographics that you feel represent them. For ideas, you can find out the basics online to get started.
-Understand your demographics’ pain points and how your products/services can help.
Keep your customer profile in mind whenever you create new marketing materials and market to your typical customer.
Before you start crafting your ads, have everything organized. In addition to being clear about your goals, and how you’ll measure results, you need:
-other creative content
Now let’s get started building your campaign!
1. Sign in with your usual Reddit details at ads.reddit.com, which will take you to the “Create Campaign” page.
2. Give your campaign a name in the “name” box.
3. Choose your payment options. Reddit accepts credit cards for self-serve advertisers.
Select your objective from the list. There are several you can pick from. For instance, building awareness, conversions, video views, or app installs.
Creating your ad group requires a few steps. First:
Segment your campaigns: Begin by segmenting your campaigns to make it easier to track performance. Reddit suggests experimenting with bidding for the different campaigns because of its second-price auction model. Consider segmenting based on device or location. Reddit suggests each ad group should have a $50 daily budget.
Give your ad group a name: Ad group names make it clear what the ad is targeting.
Select your ad placement: Next, decide if you want your promoted posts appearing in feeds or conversations. When advertising in feeds, your ads appear in the home, popular, and community feeds. Conversation ads appear when users are discussing specific Reddit posts.
Define your audience: This is your targeting criteria. You can target ads in several ways, including by location, communities, and devices.
Set your schedule and budget: Reddit offers a daily or a lifetime budget, which allows you to specify a specific date range. Now select your bid. Reddit uses a second-price auction model for bidding and doesn’t guarantee impressions. Reddit states impressions are dependent on targeting, your bid, and Reddit traffic.
1. Enter the name of your ad in the “Ad Name” box.
2. Add third-party trackers. Reddit has a list of approved ones, including Comscore, Appsflyer, and Adjust.
3. Add impressions and click trackers, followed by the macros.
4. Include some creatives. For instance, you could write a new blog post or promote an older one.
5. Create a call-to-action button.
6. Preview your ad.
7. Now, you should see a review button. Click on this and check your ads, making any edits if needed.
For fuller information, read Reddit’s pages.
Like most other online communities, Reddit takes a dim view of self-promotion. Anyone who uses Reddit purely for promotional purposes should view the Reddiquette pages and FAQs to understand what’s allowed.
It’s also worth reading the FAQ page on spam.
Start by reading the FAQs and Reddiquette. If you want to include links to a blog, for example, then the content you’re sharing should be helpful and in context with the general topic.
This discussion details a suitable way to share links. Also, ask the admins of subreddits if sharing a link is OK, and build a good reputation or “karma” on the site before thinking about how you can use Reddit for marketing.
Reddit bases its advertising costs on auctions. It sets its rates at $5 a day minimum, and costs vary dramatically from 20 cents per 1000 impressions to $100.
Reddit is a unique platform with millions of active users. It might seem like the ideal place to promote your business, you could get banned (or ridiculed) if you aren’t careful.
Although Reddit is tougher on self-promotion on other platforms, that doesn’t mean marketers should steer clear of it altogether. Provided you stick to the rules and don’t stray into spamming or being “salesy,” you have the opportunity to grow a keen, engaged following.
With hundreds and thousands of subreddits, there’s bound to be one that suits your brand, whatever niche you’re in, regardless of whether your business is new or established.
Reddit is also a fantastic way to get feedback and suggestions from your customers and get to know them better.
Do you advertise on Reddit? What tips do you have to share?
Customer satisfaction is crucial to the success of your business. No matter how innovative your product or competitive your pricing, if your customers are ultimately unhappy, they’re not going to stick around.
As such, it’s no surprise 45.9 percent of businesses surveyed in 2020 named customer experience as their number one priority over the next five years:
What exactly do we mean by “customer satisfaction?” Why is it so important, and what can you do to improve it? Read on to find out.
Customer satisfaction is a measure of how people feel when interacting with your brand. It can be influenced by any number of factors, such as:
Every brand, no matter how successful, wants to improve customer satisfaction. To do that, they need to define two things:
Part one isn’t as simple as it sounds. Let’s take the example of a hospital. It might have two distinct customer bases:
Clearly, those two audiences have very different goals, and keeping them happy requires two vastly different approaches. To make matters even more complicated, satisfying one audience may sometimes be detrimental to the other’s happiness.
Customer satisfaction is more than just a “nice to have.” Getting it right has specific, tangible benefits, including:
Never take your customers for granted.
According to PwC, 59 percent of U.S. consumers who love a product or brand would ditch it after several poor experiences. More concerningly, almost one in five would do so after a single bad experience.
On the flip side, if you do everything in your power to keep customers happy, it stands to reason they’ll be more likely to stick around for the long term.
According to Edelman, 81 percent of consumers say brand trust is a deal-breaker or a deciding factor in their purchase decisions.
Yet trust is pretty thin on the ground, with just 34 percent of consumers saying they trust most of the brands they use or buy from.
How do you make your brand more trustworthy? One way is to improve satisfaction. According to a study from Eastern University Sri Lanka, customer satisfaction logically precedes customer trust; those two things rarely exist in isolation.
Word-of-mouth marketing is extremely valuable.
To give just one example, 87 percent of consumers read online reviews for local businesses in 2020, up from 81 percent in 2019.
Unfortunately, consumers are significantly more likely to share negative reviews than they are positive ones. According to American Express, U.S. consumers tell an average of 15 people about bad experiences, whereas they only share good experiences with 11 people.
In other words, it’s a numbers game. You know consumers are naturally less inclined to shout about the good stuff you do, but if your customer satisfaction is high, you’re well placed to reap the benefits of word-of-mouth marketing.
We already know satisfied customers are more likely to tell their friends and family about your brand, which in turn gets you in front of a wider audience.
However, did you know those satisfied customers will also spend more?
According to the same American Express survey referenced above, U.S. consumers are prepared to spend 17 percent more if a brand delivers excellent service.
What’s more, 84 percent of companies that improve customer experience report an upturn in revenue.
It’s not enough to simply hope your customer satisfaction will improve. You need concrete plans to drive it forward, backed by robust data. To do this, you need to gather customer feedback through polls, surveys, and feedback sessions. Here are three types of feedback to collect to help you measure customer satisfaction and examples of questions to ask.
It can be helpful to gauge a customer’s general opinion of your product or service before drilling down into the specifics. Positive answers indicate they are happy with their purchase decision, while negative ones suggest they have some degree of buyer remorse.
Example question: Overall, how satisfied are you with [Product X]?
Given the close ties between customer satisfaction and loyalty, it makes sense to use a customer’s repeat purchasing plans to measure their general happiness. Consumers who say they are likely to buy again may also be more likely to leave positive reviews or share their experience with friends and family.
Example question: Will you shop at [Company X] again in the next month?
NPS customer satisfaction surveys are centered on a single question about whether or not the customer would recommend a given brand or product. This sort of feedback allows companies to understand whether the user’s experience aligns with their expectations.
Example question: Would you recommend [Company X] to your family and friends?
Data is the key to improving customer satisfaction.
However, data alone can’t transform your customers from unhappy to loyal. You have to focus on gathering data effectively, then use those insights to take action. Follow these three steps to make it happen:
Surveys play a key part in your quest to improve customer satisfaction, so the feedback you generate must be useful.
Unfortunately, there are no guarantees. Even if your survey is perfect, customers don’t always tell the truth about how they feel. What’s more, they might make mistakes when completing your survey. In either case, you’re not getting a true picture of customer satisfaction.
However, there are some proactive steps you can take to generate more impactful feedback.
Concentrate on keeping your survey as short as possible to capture more responses. Research from SurveyMonkey shows completion rates drop off when surveys contain more questions:
Surveys containing ten questions have an average completion rate of 89 percent, dropping to 79 percent for 40-question surveys. It may not sound like much, but it means if you’re surveying 1,000 customers, you’ll get 100 more responses from the 10-question version.
In other words, if a question doesn’t have the potential to yield unique insights, it shouldn’t be in your survey.
Also, it pays to remember the purpose of polls and surveys isn’t to “cook the books.” You’re not trying to earn artificially high scores by confusing or manipulating respondents.
Instead, you’re trying to get an accurate picture of what customers actually think about your brand. Avoid leading or loaded questions, which attempt to steer people toward a certain answer. For instance:
Customer surveys will only get you so far, because they only gather opinions from the types of people who are happy to fill in surveys—which might exclude a huge chunk of your audience.
For a more accurate view of customer satisfaction, keep a close eye on social media, too. Tools like Linkfluence and Mention help monitor brand mentions and conversations relevant to your company and product. They even use machine learning to assess the sentiment of those mentions.
This gives you access to a broader customer pool than potential survey respondents and ensures you’re on hand to help customers when they need it.
Once you’ve gathered a bunch of feedback, it’s time to take action.
One of the biggest challenges is to identify an effective, repeatable way to prioritize those actions. After all, it’s unlikely every customer wants the same thing. Some might be asking for faster shipping; others might want a slicker checkout experience.
Transparency is key. Most consumers are pretty reasonable, and they understand you have finite resources. Make it clear you’ve heard their feedback and, if the demand exists, you’ll work on a fix.
LEGO has come up with an ingenious way to do this. It created a dedicated site, LEGO Ideas, where brick-building fans can submit product ideas. If an idea gathers 10,000 votes from the community, it’ll be considered for production.
Looking for inspiration to level up your customer satisfaction? Check out these three examples of brands that are rocking it:
Tech giant IBM was named the number one company for customer satisfaction in the latest Drucker Institute Company Ranking. Its success stems from its customer-centric approach to software development, which involves making decisions based on the goals and ambitions of end-users, not just how they use a specific tool.
Speaking to Harvard Business Review, IBM’s VP of Platform Experience Charlie Hill explained: “We want to bring our design thinking muscles to explore and play with how the user’s experience could be better in the future.”
Put your customer first. Whether you’re selling a piece of software or a pair of shoes, think about what problems brought them to you in the first place, and what success looks like to them.
Ranked top of the American Customer Satisfaction Index across all industries, Chick-fil-A stands out thanks to its superb in-restaurant customer service. Its staff is regularly named the friendliest of drive-through brands, and they also outshine the competition on order accuracy.
This is no easy feat when it’s up against huge global names like KFC, McDonald’s, and Starbucks.
Invest in your people. Whether they’re dealing with shoppers in-store or helping them online, their professionalism and courtesy have a huge impact on your customer satisfaction rating.
Grocery chain Trader Joe’s has an NPS score of 62. For context, the average score in the grocery niche is 24. The brand stands out by truly going the extra mile for its customers. In one famous example, a Reddit user told how the chain broke its “no deliveries” policy to help out an 89-year-old who was snowed in during the holidays. The comments on that viral post are littered with other Redditors recounting their own experiences of receiving superb service from Trader Joe’s.
Give your team members a degree of autonomy to delight customers. It should be quick and easy for them to get signoff on the sorts of small, spontaneous acts of kindness that can make the biggest difference to consumers.
This is how you measure your customers’ experience to see if it meets or falls short of their expectations.
Growing companies are more likely to prioritize customer success than companies that don’t have a growth mindset.
Customers trust recommendations from others and look at reviews before deciding to convert with a business. High satisfaction means a customers is more likely to recommend your business and leave a positive review.
High customer satisfaction can increase brand loyalty and trust.
To satisfy your customers, you need to understand what they want. Collect data through surveys, polls, and feedback sessions, and monitor brand mentions through social media.
Unhappy customers are unlikely to keep buying from your brand. What’s more, they’re highly likely to tell people about negative customer experiences through reviews, social posts, and word of mouth, which can damage your reputation.
Customer satisfaction is crucial to your business, regardless of your product, industry, or niche. You must make it a priority. That’s true today, and will only increase in importance in the years to come.
Collect, analyze, and use data on customer satisfaction for every stage of your sales funnel, every interaction, and every product launch. Pick and choose your moment, of course, as no one wants to be inundated with surveys all the time, but no area is off-limits for selectively surveying and asking for feedback.
That’s how you improve, grow, and turn your customers into your biggest marketing asset.
What factors do you think are most important to improving customer satisfaction? Let me know in the comments below:
Have a favorite slogan?
That catchphrase that just sticks in your head like a catchy tune. Sometimes it even has a little jingle or rhyming structure that adds some flair. You know it works because it stays with you. You remember it, and you remember the company it stands for.
Does your brand need a slogan? Probably. Here’s why.
A good slogan is catchy and bounces around your head like an earworm. However, a good business slogan is more than just a catchphrase.
It’s a rallying point for your brand. It envelops everything you stand for and everything you offer to the public.
It’s a battle cry, of sorts.
In fact, the etymology of the word slogan reflects just that. The term comes from a Gaelic Scottish term used as a battle cry. In the early 1700s, the term slogan described catchphrases used by political or other groups.
These days slogans are more important than ever as we are awash in visual and audio media, from TV and radio to the internet and digital media.
A great slogan cleverly sums up what you do, inspires engagement with your audience, and sticks with them until they need your product or service.
Your slogan can be written and spoken after your brand name, to help people remember what you’re about. You might place it just after or under your name or logo on your website, social media, marketing materials, or use it in ads. This helps your slogan become synonymous with your brand name.
Is it worth taking the time to create a slogan for your business? In most cases, yes. Getting to the heart of your business and finding a phrase that wraps everything you stand for in an unforgettable way can become a powerful brand asset.
A great slogan ranks up there with your business name, logo, and web design.
In many ways, it can bolster your brand marketing strategy. Here’s why.
These are just a few of the many benefits of creating a slogan for your business. If you’re convinced, it’s time to get started on putting your slogan together.
It’s a tall order to create a short and simple slogan that absolutely hits it out of the park. The best slogans are short, unusual, and simple to pronounce.
It’s not easy, but it’s worth the exercise to come up with the right slogan.
Before you can start to create a slogan, you have to think about what your business is offering the world. A few things to ask include:
A few places you can look for inspiration include your:
When it comes to marketing efforts, you should always start with your sales goals. What are you trying to accomplish? What are your plans for the future, and how do you get there?
It’s easy to get off track here if you don’t stay focused. Don’t just focus on the number of sales you want to make; think about how you want customers to feel about your brand and what solution you really deliver.
Consider this—Goodyear sells tires, right? However, when consumers buy tires, they aren’t concerned with what type of rubber or the years of research the company put into developing the proper tread. Consumers want tires that will keep their families safe; that’s the real purpose of the brand.
Keep your guiding documents at the forefront and let them drive your journey toward your slogan. It’s critical to stay on-brand as you are creating your slogan.
Think about what you need this slogan to do for your brand:
Let those answers guide you to the right business slogan.
Whether you decide to hire an outsourced marketing consultant or keep it in-house and write it for yourself, the first step is to start developing ideas.
Just start writing. How many ideas can you come up with?
Write them all down. Don’t limit yourself or do any editing yet. Now is the time to just let the ideas flow. Let one idea inspire another. Dare to be a little off the wall. Don’t stop until you run out of ideas.
When you start petering out, start thinking about your brand name and try out some of the ideas after it. How do they sound together?
Imagine a radio or television commercial. Describe your services or products and think about how those slogan ideas sound at the end of that description.
As you test the slogans out loud, you may start developing more ideas. Write them down! Don’t stop to edit. Just keep adding to the list.
It may be tempting to go out and listen to other slogans, but you probably already have enough of those rolling around in your head.
We hear so many slogans that our brains are already primed to know what sounds good and what doesn’t.
Listening or reading a bunch of slogans while creating your own could do two things detrimental to the process:
Slogans need to stand the test of time. You want people to associate your brand name with your slogan, which means it has to stick around for a long time so they can hear it many times.
This means avoiding anything too contemporary or trendy. Some things to avoid could include:
To create a timeless slogan, use words and phrases that are universally understood, at least by most speakers of your language.
Try to keep it shorter and avoid any complex phrases or words.
Keep it simple, and a bit straightforward, to help make sure it stands the test of time.
As with everything in marketing, you need to consider your target market when you’re putting together a slogan.
How do they talk? Are you using language and syntax that is natural to your audience?
If your target market uses a certain register of English, you can lean into using that style of language. Remember what we talked about above, though.
You don’t need to stylize your slogan to match a certain trendy or slangy way of talking, but you can ensure you use language your target market can relate to.
Another aspect to keep in mind as you shape your slogan is what is important to your target audience. What do they want from your brand, or your competition? What’s important to them?
Think about what they are actually getting from your brand, but dig a little deeper. What are their aspirations? What do they envision their life to be with your brand?
Speak to those needs, rather than just your benefits.
Time to start paring down your ideas. Don’t be afraid to be a bit brutal. It can be hard to nix your favorites, but use the ideas above to weed out slogans that don’t work.
Which ones are too trendy or contemporary? Let them go.
Which ones are too much about your brand, and not enough about your target audience? Take them out.
How’s your list looking now? Do you still have too many ideas? If your list is still too long, here are a few more filters to take out the ones that won’t work as well.
Pare them down to a few that will really work. It’s okay to still have a few great ones. How do you decide what to do next? Let’s look at the last step.
Do you still have two ideas left to consider? If you aren’t sure which is “the one,” it’s time for an A/B test.
How do you do that? Start by asking friends, colleagues, or business associates. You might also consider using a focus group.
Whichever path you choose, make sure you present each slogan in the same format. For example:
Now share with your audience. Which one do they respond best to? Is there a clear winner?
If not, consider the feedback they share. Think about the criteria listed above. Did one not appeal to them? Was one not as timeless? Or was it too confusing? Keep in mind that simple is usually best. You can also use A/B testing in paid ads to see which slogan draws in the most traffic or sales.
Let’s get down to the specifics and look at some slogans that work and analyze why they are so effective.
Bah, bah, bah, bah, bum. You’re already singing it.
The “I’m lovin’ it” slogan from McDonald’s comes with its own little jingle, but that’s not the only thing that makes it work. It’s simple, it’s memorable, and it’s aspirational. It speaks to a happy life full of things you love.
For decades, Burger King touted a brand that let you live life on your terms. The “Have It Your Way” slogan accomplished speaks about their products and about a greater vision in life. You can have your burger your way, and just maybe, you can have life your way, too.
Sometimes simple is best. The In-N-Out slogan is an example of a timeless, simple slogan that speaks directly to what its customers want.
It’s short, memorable, and speaks to the target audience. Ideally, it should be timeless so it can be used for years to come.
McDonald’s “I’m Lovin’ It” jingle is an example of a catchy slogan.
Burger King’s “Have It Your Way” stood the test of time, by speaking to the burgers and an aspiration. In-N-Out’s “Quality You Can Taste” slogan is simple and holds up over time.
Start with your own business goals in mind, then think about your target audience and what’s important to them.
When it comes to setting yourself apart in the market, branding is crucial. From your visuals to your voice, every component needs to speak to a common goal of who you are and what you’re about.
More importantly, they need to speak to what your target market is looking for. Your slogan is another piece in this puzzle, giving your marketing collateral and campaign another element to work with. Get creative, but stay on course, and create the perfect business slogan for your brand.
What’s your favorite slogan?
If you work with sales, knowing about the Product Life Cycle model is almost mandatory.
The model describes the stages a product goes through in its journey from creation to discontinuation.
Why do you need to know this?
Because products in different stages demand different strategies, be that for physical products or for services.
Do you think you can attract customers to a new product using the same actions used for products that have been on the market for years?
Best case scenario, it will be a wasted opportunity. At worst, a total failure.
To get to know the stages of the Product Life Cycle, examples, and how to employ this concept, don’t forget to read this article until the end!
The Product Life Cycle is a management tool that makes it possible to analyze how a product behaves from its development to its withdrawal from the market, also considering its launch, growth, and sales maturity.
It is like a product journey, or to refer to a more well-known example in marketing, the customer journey.
The mind behind this concept is Theodore Levitt, a German economist who lived in the United States and worked in the celebrated Harvard Business School.
Levitt proposed a five-stage model that he named the Product Life Cycle.
The stages are development, introduction, growth, maturity, and decline.
Before I explain each of them, it’s interesting to understand why Levitt thought defining this model would be useful.
During his research, he discovered something that seems obvious but hadn’t been mapped until then: the characteristics of a product change a lot during its life cycle.
All the strategies around it need to consider the specific issues and characteristics of each of these stages.
This applies to sales and marketing, but also to product development and decision-making in the management sphere.
For example, when is the right moment to invest so a product explodes in the market?
When is time to step on the brakes and maybe even replace an item that was very successful on another occasion?
These are the questions you can answer with a Product Life Cycle analysis.
It’s time to explore more deeply the Product Life Cycle model.
Now that we know the stages, we will see what are the characteristics of each of them, and also the best practices to achieve your marketing goals.
Product development is always a very sensitive stage.
The project is still able to be iterated. You can have great expectations for it, but before the product starts generating revenue, you still need to improve your proposal, carry out tests, validate the hypotheses, and make necessary changes.
This stage is naturally integrated into the process of startup companies but is not restricted to them.
For example, an automobile manufacturer does not launch a new car without first having a consistent project and studying its insertion and acceptance in the market.
To present a real example, you might have seen the collection of leggings for dogs the Walkee Paws brand released at the end of 2018.
We can imagine that this launch was preceded by careful planning, which resulted in the shape of the pieces, the material used, and the patterns selected.
When a product is in development, it doesn’t require sales efforts, but promotion should already have begun.
Imagine the success potential of a marketing campaign from Walkee Paws announcing this novelty to dedicated dog lovers.
It could involve fun posts on social networks, generating curiosity and encouraging engagement.
There may also be press releases, billboards, or even interactive actions on the streets, among other types of marketing.
The fact is that the company must consider all this even during the development stage.
The Walkee Paws example is about the introduction.
That’s when the product goes through all development stages and is considered ready to be launched in the market.
Every day we are introduced to new items in this stage of the cycle.
For big brands, TV is a choice for promotion.
Proof: you only need to turn on the TV for a few minutes to see ads for a new flavor of soda, a different motorcycle model, a smartphone that promises new and superior features, etc.
It is no accident that this stage of the Product Life Cycle is the one that demands the most marketing investment from the company.
In fact, it is not uncommon to get negative financial results at this stage, even if sales have already started.
This is also a result of the production costs related to product distribution.
To reduce the damage, it is imperative to define the target audience and persona that represents the ideal customer profile for your products.
This exercise makes it possible to optimize your marketing investments, using the right platforms to convey the best message and reach the exact audience you want.
A good practice is to bet on inbound marketing and, by means of relevant content, ensure the user discovers the company and what it offers
This strategy is also how potential consumers are persuaded to confirm sales.
If the Product Life Cycle works as it should, the next step is the growth stage.
The main characteristics of this stage are scalable sales and the maintenance of the amounts invested in marketing.
It is not possible to predict precisely when it happens, because that depends a lot on the details of the product and the market it’s in.
But it is worth repeating: if you follow the plan correctly, you are likely to reach your goals even if it takes a while.
So don’t get discouraged before you get to the growth stage.
Your investments must continue, either because of expanding your participation in the market or keeping production/output up with your sales rates.
This applies to sales of anything from marketing services, to salespeople training, to physical products.
Many companies fail at this stage and their products’ sales decline without having ever experienced maturity.
You might remember a beer brand that made fun tv ads with a short and chubby actor with a mustache as the protagonist.
For a long time, it was one of the leading brands, and the advertisements generated comments in the only social network in existence back then: word-of-mouth.
The product is still in the market, and there is no news of changes to its formula, but it was swallowed by the strong competition that is peculiar to the industry.
Lower investment in marketing would certainly be high in a list of possible reasons for this change.
So the lesson is clear: if a product is in the growth stage, it is important to have a strategy to keep it there even as new competitors start fighting for its audience.
Maturity is the peak, the highest point of the Product Life Cycle.
It’s when the product reaches its maximum potential and sales stabilize.
Once the summit is reached, it is no longer possible to grow, but the company can act to avoid significant setbacks.
The challenge at this stage is to maintain good results over time.
There isn’t a simple way to make this happen.
All the famous brands that come to mind now are where they are today because they invested in this stage.
For example, Coca-Cola doesn’t leave the media even though it “doesn’t depend on marketing.” The company understands that brands are not forever, being subject to market instabilities and behavioral changes in the audience.
Imagine if a competitor developed a new soft drink and people discover that that flavor is essential for their weekend family lunches.
With no visibility, Coca-Cola would lose space in the market, and in that situation, possibly even its place as the leading brand.
It’s interesting to even imagine the end of Coca-Cola, a company with over 100 years of existence and so much financial success.
But even Coca-Cola will end one day. Maybe not the company, but its main product.
This might take 100, 200, or even 1000 years. It’s impossible to predict.
But every product reaches the end and concludes its life cycle.
When that happens, the company must recognize the painful truth shown in its performance indicators and prepare a replacement product.
If everything contributes to the idea of discontinuing the product, investing heavily in marketing to try to revert the situation tends to be too dangerous.
It might work, of course. But what if it doesn’t?
The company as a whole, and not just the product, may be endangered.
If you’ve made it this far, you hopefully understand the concept of Product Life Cycle and the characteristics of each of its stages.
You should also understand why it’s important to apply this model to your business.
To eliminate any questions, here are the main advantages and benefits of what adherence to the Product Life Cycle model can do:
This is an interesting question about this tool.
If it were restricted to products, the audience who would be able to make use of it would be much smaller.
On one hand, the idea that the Product Life Cycle works better for physical products is correct considering its characteristics.
On the other hand, it’s possible to be creative and think about adaptations of the model.
Let’s take a large company with subsidiaries in different towns as an example.
Each one of these units may be considered a product when applying this Product Life Cycle model; all you have to do is analyze each one’s performance individually.
Another example is a company with many brands, each with their own products.
To understand this better, take a look at the Procter & Gamble website, where you will see that the company has several active brands in the USA market.
In which stage of the cycle is each of these brands?
Are they planning new brands that are currently in the development stage?
To conclude, let’s look at another example.
Could services replace products in the model proposed by Theodore Levitt?
Depending on the activity the company performs, this is perfectly possible.
Let’s think about a home renovation company, for example.
It may offer a great variety of construction services, such as installing floors and tiles, painting, plastering, providing electric and hydraulic works, masonry, and more.
When using the Product Life Cycle method, you can observe the life cycle of each of these services to assess the type of investment each of them requires and the possibilities for returns in each case.
How does the Product Life Cycle work in practice, in real cases?
We are going to take a look at two cool examples: Havaianas and Coca-Cola.
A product is born, grows, declines, and dies.
Isn’t this model the same as that of the BCG Matrix?
If you thought of that, you were very astute.
The BCG Matrix is another amazing management tool, created by the Boston Consulting Group (the model is named after their initials).
The BCG Matrix is very similar to the Product Life Cycle, though there are some differences.
First, there are four instead of five stages: Question Mark, Star, Cash Cow, and Dog.
Second: these curious names relate to specific characteristics of the stage in which the product is, not necessarily analyzing the entire life cycle.
Are you confused? I’ll explain.
Take a look at the table below:
Question marks are new products that don’t have a market yet but have great potential for growth.
Stars, as the name indicates, are at the top: they generate good revenue.
Cash cows are the future of stars: their performance has peaked, but their decline is expected.
And dogs are a problem: products at the end of the line, that no longer sell well and are unlikely to recover their space.
In general, question marks and stars demand marketing investment, cash cows no longer need investment and dogs will not recover even with investment.
By now you should understand the Product Life Cycle and the characteristics of each of its five stages. You also learned tips for creating an appropriate strategy for each of them, even if you’re a digital marketer and you aren’t selling physical goods.
If you need digital marketing help throughout any of the stages of Product Life Cycle model, let our agency know.
Now it’s time to dedicate yourself to reach maturity and extend it for as long as possible.
Speaking of which, in what stage is your main product? Leave a comment and share the article!
Choosing the right content for your image and video ads can be challenging.
What message will actually get consumers to take the plunge and buy your product?
Regardless of how thorough your digital marketing plan is, there’s no one simple solution for ad success that applies to every campaign.
Or is there?
Instead of looking inside of your organization for inspiration, look to past and current consumers to help you share the greatness of your product.
How can you do this? By harnessing the power of reviews your satisfied customers have already given. 93 percent of consumers read online reviews before they make a purchasing decision. If you can incorporate authentic, positive reviews into your ads, you can set yourself apart from your competition and show your audience your worth.
In this blog post, we’ll break down six strategies for successfully using customer reviews to craft effective video and visual ads.
When a potential customer hears about your business or product, they’re going to go straight to the internet to find out more about it.
They’re not just looking for slick visuals: They’re looking for reviews from other consumers.
Also, 85 percent of consumers trust online reviews from strangers more than those from their friends and family.
When customer reviews are used in advertising material, you eliminate the middle step of consumers combing the internet for information.
Instead, you build immediate consumer trust with these user-generated descriptors of your service or product.
There are countless ways to incorporate customer reviews into your marketing strategy. Below, we break down six strategies to let customer reviews do your marketing for you.
Ads can be powerful and evoke complex emotions.
As you craft your testimonial campaign, decide which emotion you want your ad to embody. These include:
Coca-Cola, for example, routinely adheres to the theme of friends and family. Invariably, when you see a Coke ad, you see this theme manifested either through imagery of copy.
Think about the values associated with your brand and your mission.
Dedicated to innovation? Select that theme and then source your existing quotes that highlight your cutting-edge tools.
Regardless of which ad theme you choose, by pairing a sentiment with corresponding copy, you’ll inevitably craft an arresting, powerful testimonial that will make your product stand out to potential consumers.
While great reviews are worth their weight in gold, not displaying these testimonials properly can make them essentially valueless.
To make sure your reviews get the attention they deserve, build an image (or a video if that’s more your brand’s speed) that is eye-catching and engaging.
Easier said than done?
Below we included five must-know design tips.
Organize your testimonial by keeping user experience (UX) at the forefront of your design. This includes strategic use of white space and placement of text and visual content. This will allow you to create an organized, consumable image that is easy to deduce meaning from.
The internet is flooded with so-so quality, cookie-cutter images. To make your customer review stand out, incorporate brand-appropriate images and colors, breaking up the monotony of visuals.
Color can be used to stop a viewer in their tracks and evoke emotion. As you craft your testimonial images, decide what message the colors in your graphic should be sending.
Outside of the overall appearance of your testimonial graphic or video, typography can play a massive role in emphasizing the most important elements of your customers’ quotes. Consider bolding and bright colors to highlight pain points so the viewer immediately knows this quote is relevant to them.
While you want your testimonial to stand out, you don’t want visuals to overshadow the message. When it comes to designing these images, adhere to the three Cs of Google Marketing: clear, concise, and compelling.
An undecided shopper can morph into a dedicated buyer by engaging with other members of your audience.
In fact, one out of every four individuals follow brands whose products they are interested in on social media. By monitoring your social channels and responses from customers, these shoppers can make a more informed decision about the strength and utility of your product.
To show off your customer’s feedback, use client testimonials and reviews in your social strategy to further highlight just how wonderful your product is.
When you share customer feedback on social media, you boost brand credibility, increase engagement, and ideally, grow your bottom line.
Want some inspiration for getting reviews onto your social channels?
Check out this testimonial from a Maybelline user:
By sharing the tweet, the makeup company underlines the efficacy of its product and fosters trust and community as well.
Search engines aren’t solely interested in how well you optimize your listing; they are also a source of constant monitoring, which includes what consumers are saying about your brand or your product.
By using reviews in your Google and Microsoft listings, you can prominently display how consumers feel about your offering. What’s more, collecting new content regularly can earn you featured snippets and Google Seller Ratings, boosting your overall search visibility.
Check out this ad from Lego for The Simpsons™ House:
The stars, rating, and number of reviews alert interested viewers that the product is well-liked among buyers and that a significant number of people have purchased it. These extensions on a classic search engine listing help foster trust before potential consumers visit your site.
Regardless of what your email marketing strategy is, it can benefit from including customer reviews. Given the medium’s historically high return on investment (ROI), this channel is the perfect place to include images or videos spotlighting customer reviews.
When you share these testimonials in emails, you not only build credibility, but you are also more likely to increase your click-through rate (CTR).
Through using customer-created narratives, you can both share experiences of your consumer base, while simultaneously demonstrating what readers can anticipate when they become customers.
Check out this example from natural skincare company Naturopathica:
While this content isn’t built into their email template, sharing a visual that includes reviews and customers’ first names and last initials humanizes the review, making it more believable and relatable.
Here, the quotes selected by the company speak to a pain point that is likely shared among many buyers looking for facial serum: decreased fine lines and wrinkles. By choosing quotes that address your product’s strengths and consumer pain points, you prove further value.
OK, homepage was a bit of an understatement.
While you should without a doubt have a dedicated page of your site for testimonials, you should also ensure your strongest customer reviews appear on every page of your website.
These don’t have to be in your face. Instead, they should serve as a subtle reminder about the strength of your product and the amount of earnest goodwill behind it.
Fabletics does an excellent job placing customer reviews across its website.
By sharing these highly-starred reviews along with images of real consumers, Fabletics resoundingly makes the point that their product is, well, fabulous.
Regardless of which route you choose to incorporate reviews into your digital marketing strategy, and all is a great option, too, there are three best practices you should adhere to when crafting your testimonial content.
Short and Sweet
Avoid quoting the entirety of a customer review. Instead, cherry-pick the best part and craft a relevant, bold headline. If you’re sharing on social, you can link to the complete review in the body of the post.
Want more customer reviews? Of course you do, they’re invaluable marketing tools. Encourage consumers to leave future reviews by thanking them for taking the time to share their experience with your organization.
Re-Tweet and Reshare
This one applies specifically to your social media efforts, but be sure to continuously monitor your social platforms to see if there are any positive comments posted. If you find these hidden gems, you want to be sure to share them across your platform.
Regardless of industry or product, you should be taking advantage of customer reviews to enhance your digital marketing strategy.
As more and more searchers look online to determine if a product fits their need, you would be doing your business a disservice by not having an aesthetically engaging video or image ready to greet them.
By implementing a multichannel customer review campaign, you can demonstrate to potential customers not only your product is loved by owners, but that you have a true understanding of your audience’s pain, too.
Highlighting this central pain point through the language and context used by your current customers assures would-be customers that you both understand and solve their needs.
While the six strategies for customer reviews we discussed above will allow you to begin providing potential customers with proof points, also consider launching an entirely review-based campaign. With a handful of effective reviews, you can craft a narrative that tells your entire brand story, all while increasing visibility and awareness.
Where will you start incorporating customer reviews?
I thought I would let you into my mind, so you can see how I think of marketing.
The way I strategize to grow my own company.
And what you’ll read next will probably come as a shock, as I don’t really view marketing in the same traditional way you read online.
Now before I dive in, let me give you a little bit of context.
My company is NP Digital. It’s a digital marketing agency where we help companies of all sizes grow.
That’s where I focus my marketing efforts… to grow NP Digital.
Even though I am a marketer, I don’t believe marketing alone builds a massive company or brand.
Just think of it this way, the number of people that search for the term “shoes” is roughly 1,220,000 per month just in the United States.
But Nike, sells more shoes than that in the U.S. each year and they aren’t the only shoe company around.
How could that be?
People don’t always “search” for what they are looking for.
When I buy shoes I typically just go directly to Nike because I am familiar with their brand and their products. I don’t think I have ever Googled for shoes.
The same goes with ads, yes, I have been shown ads for shoes on Facebook and Google, but it’s never led me to purchase a shoe.
Now that doesn’t mean marketing or SEO doesn’t work. All of that helps you build a brand, which is what causes the majority of purchases.
Here’s an interesting stat that you may not know… 59% of people prefer buying products from brands they are familiar with.
That’s why there are so many more shoe sales in the world than searches. It’s estimated that there are 14.5 to 19 billion shoes purchased each year, but yet the online searches don’t even make up 1/20th of that number.
And when you look at Nike’s brand, they generate more searches on a monthly basis than people just typing in the word “shoes”.
It’s roughly 5 to 1… for everyone person typing in “shoes” into Google, 5 type in “Nike”.
That’s the power of building a brand.
Because you are here, you are probably somewhere familiar with marketing and you may even be an expert on it.
But let me ask you this question… have you heard of the following brands?
Those are all ad agencies that have thousands of employees. But yet most of us, even though we are familiar with marketing have never heard of them.
And it doesn’t mean they don’t have a small brand, they more so have a large brand within a very specific audience segment.
And that audience is their ideal cliental”. If you are a large company that can spend $25,000,000 or more on marketing each year, you probably are familiar with those companies.
So the key isn’t to just build a big brand like Nike, it’s to build a big brand with your target audience.
Now if your product or service targets everyone, kind of like Nike does, then of course you’ll want to build something everyone knows.
What you’ll also find is your brand will naturally grow over time.
Even though you probably haven’t heard of the ad agencies above, their brands have grown to be large by just being in business for enough years.
Just like Nike.
I thought it would be fun to share with you some numbers on the power of time.
As I mentioned above, I am focused on growing my company NP Digital. It’s currently on its 4th year in business.
That’s not a long time in the grand scheme of things, but it is something.
But here is what’s cool when we first started out in year 1 all of our business was generated through SEO, content marketing and social media marketing.
Those were the channels we leveraged to generate sales.
Fast forward to today, we still leverage those channels, but now 27% of our sales are generated through word of mouth, referrals and brand recognition.
It’s not the biggest percentage, but just imagine what happens when you are in business for 20 years or even just 10. It’s a massive compounding effect, assuming you provide a good product or service.
So, if you really want to grow your revenue you just have to be patient and keep doing good work and of course do good marketing as that is what will kick start the natural growth.
I already spend a lot of my time on marketing, but I am doubling down in ways you probably won’t have guessed.
But what else?
Those marketing tactics are just the standard ones that we all know about and use. I am now starting to go after channels that we take for granted…
I’ll add more to the mix as we grow. For now, just adding the 4 new channels to the mix above is already a lot of work.
And compared to the digital channels I started with, I bet the new additions won’t have as high of a conversion rate or even return on investment.
But that’s alright. The goal is to build a big business and sometimes you have to invest even when no ROI can be made because you know in the long run building a brand with your ideal audience will pay off.
Most marketers that I know of focus on ROI. For every dollar they spend they want to make 2 or even 3.
I look at things differently. I focus on building a brand and a reputation. Even if it doesn’t produce an ROI directly, I believe it can help you become a leader within your industry.
And if you can become a leader, eventually the numbers will work out, but of course it is a gamble.
It’s the same reason I got into blogging back in 2005 when others weren’t willing to. I believed that if you educated and helped others out, eventually it would pay off. But for the first 8 years I was in the hole and couldn’t show a return.
I’m experience the same currently with producing videos for YouTube, Instagram, LinkedIn, Facebook and Twitter. But in the long run I believe it will pay off.
Now the real question is, are you willing to play the long game and invest where others aren’t willing to?
A well-designed landing page can greatly increase conversions for your PPC or email marketing campaigns.
Rather than directing visitors from those sources to your general website (where they may have a hard time finding what they’re looking for), you can direct them to a specifically designed landing page that steers them in exactly the right direction.
Creating effective landing pages isn’t the same as crafting a successful website or email newsletter. There are certain guidelines you should adhere to in order to maximize your page’s success.
Here is what you need to know to create an effective landing page.
Landing pages, like any other part of your online marketing strategy, need goals. Without concrete, specific goals, there’s no way to create an effective page. Your goal should be clear before you begin designing your page.
For example, your page might be designed to encourage:
You also need specific expectations for your landing page, on which to gauge its success. These expectations can be based on previous experience, anecdotal evidence, or simply wishful thinking.
It’s helpful to have a specific number to compare your actual results with. This could be the total number of conversions, or the number of people who make it past your landing page, or some other number, based on your own goals.
Once you know what your goal for the page is, you need to come up with a clear call to action. This is possibly the single most important part of any landing page.
Your call to action should be specifically tied to your goal and should be supported by everything else on your page, from headline and body copy to images and overall layout.
The Backpack landing page has a very clear call to action, though they opt to first direct visitors to more information about their plans and pricing, rather than going straight for the signup.
Your copy should be clear and concise. It should be persuasive, too. Landing pages are not the place to show off your creativity, unless that creativity is clear, concise, and persuasive. Leave the creative turns-of-phrase for your blog.
It’s pretty safe to assume that most of the people who visit your page are already interested in what you have to say, because they’ve likely clicked through from a PPC ad or email. But just because they’re interested when they arrive doesn’t mean they’ll stay interested if you don’t get to the point.
Every single sentence and word on your landing page should serve a purpose, and that purpose should be to support your call to action. If it doesn’t do that, cut it. Be ruthless in editing your copy. Tell your visitors what they want to know in as few words as possible, and get them to respond to your call to action as quickly as possible.
The VideoWizard example has a simple design with clear copy that has definite goals.
If your page includes a form, make sure it’s only asking for the most vital information. If you’re trying to get visitors to sign up for an email newsletter, make sure you’re just asking them for their email address. Anything more than that decreases the chances that they’ll finish and submit the form.
If you’re asking them to make a purchase, keep it simple. Just ask for the vitals: billing and shipping information, plus a confirmation screen before placing their order. Wait to ask them for additional information until after their order has been placed.
This form only asks for name and email address, neither of which are likely to deter sign-ups.
This form, on the other hand, has too many fields. Do they really need a phone number and company name? And wouldn’t it make more sense to just ask for a name in one field, rather than two?
The major difference between your normal website and your landing pages is your landing pages shouldn’t include the usual site navigation. Instead, the only clickable links should be your call to action, and possibly a link to more information for those who are undecided.
Linking your logo to your regular home page can also be a good idea.
This example shows just the vital links, without a ton of extraneous navigation.
Forget about links to everything else. All they do is clutter up the page and increase the likelihood that your visitors will abandon your landing page (and ultimately, your site) without converting.
Your landing page should still echo the design of your regular website, though, to reinforce your branding. This can be done through the graphics, general look and feel, or your color scheme and font choices.
This is important for branding and lets users know they are on the right page.
There are some questions about whether it’s better to use a single page for your landing page that requires scrolling, or if visitors respond better to a series of short pages (sometimes referred to as a “mini-site”).
Mini sites generally have multiple pages with short content that funnel visitors from one step to the next along the conversion process. This has the advantage of getting users in the habit of moving from one page to the next, which can help get them in the right psychological frame of mind to convert.
The downside to mini sites is that they work best for conversion funnels that need a lot of content.
Landing pages, on the other hand, are perfectly suited to shorter content. They also only have to load once, which can be a big consideration for companies targeting people in rural areas or developing nations, where bandwidth and connection speeds could be an issue.
The downside is a lot of content can get overwhelming and can come across as spammy if not well-designed.
The CameraPlus page is quite long, with all the information you need about the app. (The image above is split, as the entire page would be several thousand pixels long.)
Compare this page, which barely fills a single screen, and uses multiple steps to gather information.
While there’s a lot of debate as to the importance of “the fold” in web design, landing pages are one area where the fold is crucial. Make sure that your call to action is located near the top of the page, where someone can click it without having to scroll.
This doesn’t necessarily mean that your visitors won’t scroll down the page to read more information. Hopefully, at least some percentage of your visitors will be ready to buy as soon as they arrive on your landing page, either because the email or link that brought them there already persuaded them, or because it’s not their first time visiting the page.
Putting a call to action right near the top of the page makes things easier on these visitors. (Plus, it can increase your conversion rates.)
The most important navigation elements are located just above the fold, with the call to action well above the fold.
The signup button is well above the fold here, too.
That doesn’t mean you should neglect those users who scroll. Make sure calls to action appear at regular intervals on your page, tied into the page’s copy.
This becomes more and more important as your pages get longer. Make sure that your users have to do minimal scrolling once they decide to convert.
FreshBooks includes links to a free trial or tour throughout their landing page.
Your landing pages should use only one or, at most, two images. You want to avoid visual clutter on the page, or anything that detracts from the message and call to action.
Larger font sizes are also a good idea to keep visitor’s eyes focuses on what matters and reduce eye strain. Just don’t go overboard and put everything in a headline-size font.
The ideal line length for copy readability is 39 characters, so size your font (and column width) accordingly.
The typography becomes a major part of the visuals of this landing page, minimizing the need for graphics.
Studies show that centered, single-column landing pages convert best. Yet, there are still plenty of marketers out there who are opting for two-column designs.
Make sure that you test single-column versions against any two-column versions prior to committing to a design.
This is a great example of a centered page that makes great use of the available space.
If your page is tied to an email campaign or PPC campaign, make sure the landing page echoes the look and feel of the ad or email.
If the designs of the two are wildly different, your visitors may wonder if they’ve ended up in the right place. The easiest way to do this is to carry over fonts, images, and colors from your campaign to your landing page. This is especially important for paid ads, as it can increase your quality score.
If you don’t want to have to use a web designer for your landing pages, there are options for creating great pages without any technical knowledge.
Unbounce is one of the easiest to use and lets you create landing pages without any IT experience. They have best-practices templates available that you can customize (or design your own page entirely from scratch), and flexible pricing (including a free plan for sites with limited traffic). Unbounce also integrates with Google Analytics for tracking your traffic, and Qualaroo for gathering user input.
Creating effective landing pages isn’t a one-size-fits-all project. What works for one site might not work so well for another. Finding the most effective page design is a matter of trial and error.
It’s important to test the different versions of your landing page (called A/B testing)to find the one that works the best for your particular situation. Without doing so, you might be leaving a lot of potential conversions on the table.
A few features to consider testing include:
Just remember to test each variant one at a time — if you change five different elements, you won’t know which impacted conversions.
A well-designed landing page can greatly increase conversions for your PPC or email marketing campaigns. Here’s how to do it.
Without concrete, specific goals, there’s no way to create an effective page. Your goal should be clear before you begin designing your page.
Your call to action should be specifically tied to your goal, and should be supported by everything else on your landing page, from headline and body copy to images and overall layout.
Landing pages are not the place to show off your creativity, unless that creativity is clear, concise, and persuasive. Leave the creative turns-of-phrase for your blog.
If your landing page includes a form, make sure it’s only asking for the most vital information.
Your landing pages shouldn’t have your usual site navigation. Instead, the only clickable links should be your call to action, and possibly a link to more information for those who are undecided.
Your landing page should still echo the design of your regular website, though, to reinforce your branding.
Make sure that your call to action is located near the top of the page, where someone can click it without having to scroll.
Your landing pages should use only one or, at most, two images. You want to avoid visual clutter on the page, or anything that detracts from the message and call to action.
Studies show centered, single-column landing pages convert best, so test that version first.
If your landing page is tied to an email campaign, make sure that the landing page echoes the look and feel of the email.
You don’t need a masters in computer science to design a landing page. Instead, use tools like Unbounce to create great looking landing pages.
Creating effective landing pages isn’t a one-size-fits-all project. What works for one site might not work so well for another. Finding the most effective page design is a matter of trial and error.
Landing pages are website pages designed with one goal in mind — conversions. Following the tips above will help you create a powerful page that drives users towards your business.
Just make sure to keep it simple. This is because landing pages have very specific goals and shouldn’t include any extraneous information that might distract your visitors and prevent them from converting.
Are you considering creating a landing page? What is your landing page goal?
Data as a service (DaaS) is becoming increasingly popular. New advancements in cloud computing technology have made remote, cloud-based data storage and management easier to use and more accessible.
Businesses using DaaS platforms can see improvements in data collection, usage, and management. Additionally, offloading data management to DaaS companies means more internal capacity for business development.
Interested in getting started with a DaaS platform? Below, we’ll outline the benefits, solutions, and tools you can use to improve your data management strategies.
Data as a service uses a cloud computing strategy to make business data readily available to stakeholders and third parties.
DaaS functions similarly to software as a service (SaaS), which removes the need for managing and downloading software locally. Unlike SaaS, which has been popular for the last decade, DaaS has only recently seen widespread adoption, primarily due to advancements in cloud computing technology.
Now, with low-cost cloud storage and bandwidth and cloud-based platforms explicitly designed for DaaS available, more businesses are moving their data storage out of local servers and into the cloud.
With DaaS services, businesses are no longer tied to local servers and storage systems, allowing them to securely store and access data remotely, collaborate with global partners, and find important business insights to drive new growth.
To put it simply, by using DaaS, you can access critical business data from anywhere at any time.
On the Gartner Hype Cycle, data and analytics services have already reached the Plateau of Productivity, showing their staying power in the market.
Businesses of all shapes and sizes can benefit from using data as a service tools.
Here are a few ways data as a service tools can improve your current data management processes:
Data as a service is beneficial to any business model informed by data.
Whether you’re a marketing company focused on improving consumer insights or a product-based company with a global distribution process, there are many ways to leverage these exciting cloud-based services.
For example, if a company regularly tracks, mines, stores, and implements data insights, they can benefit from DaaS.
Or, if the business’s success is dependent on being aligned with customer needs and product offerings, data services can give important insights into improving this alignment.
Companies with remote teams can benefit from DaaS tools because they allow easy access to data from anywhere in the world.
DaaS also minimizes the need for in-house data management, which is a good strategy for companies looking to divert resources to other departments.
Additionally, companies that want access to data-backed analytics to improve internal processes or enhance customer relations can also benefit from this service.
Data collected by RocketSource has shown one of the greatest benefits of DaaS is improved customer experiences. This is due to the ability of these platforms to simplify data management both internally and externally.
For businesses, DaaS tools make it easy to understand and optimize decisions and campaigns. For customers, it can result in more tailored experiences overall.
Data as a service tools give businesses the ability to segment unique data sets generated from Big Data. This information can be collected from six specific categories:
The ability to collect, analyze, and store all of this user-specific data is a huge advantage to marketers, allowing for more cohesive and clear market research.
Here are a few ways you can use this data to improve your marketing tactics:
DaaS makes comparing your performance against competitors easy. With simple, global access to organizational data, marketers can create benchmarking reports to gather data on financials, turnover, and leadership efforts and back everything up with percentile breakdowns. Workday is one data as a service provider offering exceptional benchmarking tools.
Data as a Service tools make data standardization easy by bringing together data sources and analytics with unique data visualizations. Companies can then offer this data to internal users to help facilitate business intelligence processes.
DaaS tools can give businesses access to data marketplaces where users can buy and sell different data sets from multiple sources. This data can then be repurposed and monetized for future business growth.
Many data as a service platforms offer consumer insights and research options. These insights can alleviate internal research for marketing teams and give more refined solutions to improving consumer relationships.
Getting set up with data as a service is relatively simple, as most setup and preparation work is done through the service rather than on-site.
Most DaaS providers offer technical support solutions that alleviate this management from the business side.
Consider your business needs. Depending on your size, growth goals, and team, you may need different features in a data as a service tool.
Points to consider when choosing a data as a service tool are:
Once you have these points laid out, it’s time to choose a data as a service tool and get your business signed up.
Snowflake offers data engineering, data lakes, data applications, data warehouses, and data sharing. Some of their biggest value propositions include unlimited scale, seamless access across clouds, and near-zero maintenance. Snowflake is a good choice for large, international businesses needing scalability and high-security features.
SAP HANA Cloud is the cloud-based data foundation for SAP Business Technology Platform. It integrates data from across its enterprise system, creating live data solutions. This DaaS platform offers a low total cost of ownership and high processing performance through hybrid multimodal transactions. Real-time analytic processing allows for quick, data-backed decisions. SAP HANA is best for businesses already working in the AP Business Technology Platform.
Oracle is the world’s leading converged, multi-model database management system. It offers NoSQL and MySQL databases, simplifies recreational database access, and reduces internal management workloads. Oracle boasts high-level performance, scalability, and availability for its clients. This DaaS tool is optimal for businesses looking for a hands-off approach to data management.
Kantar Marketplace is a data as a service platform designed to deliver market research insights to marketers and agencies. Their platform includes insights into ad testing and development, consumer and retail trends, product development, media planning and effectiveness, and provides custom survey options.
The dun & bradstreet M-DaaS: Master Data as a Service platform allows companies to integrate master data into native workflows seamlessly. Pre-mastered commercial content is delivered through a consistent and dependable platform, allowing brands to improve their master data management programs. This tool is a good choice for large or legacy companies with complex, large data sets to manage.
Refinitiv is a data as a service platform providing risk intelligence data for financial institutions. They offer a centralized view of the legal entity of a company, supplier, or issuer so entity relationships and risks can be easily identified and managed. Regulatory compliance and requirements are the backbones of this service. Refinitiv is an excellent choice for businesses with high compliance requirements and diverse entity partnerships.
Dynata is the world’s largest first-party data and insights platform, reaching over 62 million consumers and business professionals worldwide. Their service offers real-time feedback loops so marketers can understand what’s working and what’s not. Dynata is driven to maximize ROI at every stage of a campaign for continuous optimization.
How to Use DaaS Tools in Your Marketing Analysis
You can use DaaS tools to gather benchmarking data based on competitors.
You can use DaaS tools to get images of your brand’s performance across data points.
DaaS tools buy and sell audience data from multiple marketplaces.
DaaS tools can offer consumer insights.
Data as a service platforms allow for cohesive and accurate data management that can be accessed anywhere, anytime.
DaaS can also alleviate some internal management and IT needs, allowing businesses to move budgets towards more profitable markets and employees to focus on big picture issues.
Internal platform insights from DaaS platforms can be beneficial to marketers looking to improve consumer research and optimize existing data sets.
With improved data visualization, storage, access, and consumer data insights, data as a service offers growth and ease to partners and affiliates alike.
Once you have a DaaS system in place, you can start levering the data and investing in your marketing strategy. Let us know if we can help you reach your audience!
What excites you about data as a service?