What the wannabe media moguls really want


One of my oldest, dearest friends is a visual artist who’s had quite a remarkable career. He’s had gallery shows around the world, and his paintings, drawings and multimedia works have been exhibited at the Museum of Modern Art, the Whitney Museum of American Art and the Royal Academy of Arts in London, to name just a few.

Right now, though, he’s sort of in limbo. The art world and its wealthy collectors are notoriously fickle, and the last major gallery that represented him ended up slow-rolling payments to him on sales of his work to such an extreme (more than a year, with tens of thousands of dollars owed) that he had take legal action to get his damn money.

Every month or so, he and I grab lunch and compare notes, and I’m always struck by how much the art world and the media world have in common.

Continue reading at AdAge.com

The Why, What and How of Nonprofit Marketing Automation

Is Marketing Automation Right for Your Nonprofit?

For a nonprofit, working with limited budgets and tight timelines, efficiency is key. Between brokering brand partnerships and planning big-ticket fundraising events, pressing “send” on an email to your subscribers may be the last thing on your mind. Although we know the important role communication plays in nurturing donors and engaging volunteers, tasks like keeping up with email marketing are often the first to get the axe when things get busy.

Enter marketing automation, an option for nonprofits looking to streamline and optimize communications. But what exactly is automation as it relates to marketing? And, more importantly, is there a place for it within your nonprofit organization’s efforts? Let’s dig in.

What Is Marketing Automation?

“Marketing automation is technology that manages marketing processes and multifunctional campaigns, across multiple channels, automatically.”

Salesforce

Sounds straightforward enough, right? Of course, like almost everything else in life, there’s more to it than that.

In short, automated marketing can be as simple or as complex as your organization makes it. From a welcome email triggered by a new subscriber to your nonprofit’s monthly newsletter, to robust, segmented drip campaigns that respond to your audience’s behavior in real-time, the automation umbrella is as broad as it is powerful.

One thing to keep in mind, however, is automating part of your marketing doesn’t mean crossing it off your to-do list forever. As HubSpot puts it, “Marketing automation doesn’t do your marketing for you.” You’ll need to outline a strategy for the elements you’re automating, complete with goals, timelines and systems in place to track your progress.

That means you will also need a team or an agency partner actively checking analytics, adjusting strategies and producing content to push to your audiences. Just like with any part of your marketing strategy, automation will only get you as much as you put in.

Why Automate Your Nonprofit Marketing

Done right, marketing automation makes your marketing better. It’s that simple, and the reason why comes down to one universal truth—people want personalized content.

Following a survey, Adobe reported 67% of people say it’s important for brands to automatically adjust their content based on their behavior, history and interests. And 80% of marketers say personalized content is more effective than its generic counterparts.

How does personalization work for nonprofits? Most organizations have at least two major, distinctive audiences—donors and volunteers. These two groups are aligned with your nonprofit for different reasons, so the messaging they receive should reflect that. Segmenting your audiences and triggering content based on their connection to your organization makes for more meaningful communications with those helping you achieve your mission.

Senior Digital Strategist Jordan Rose at evok shares, “Marketing automation allows for efficient use of your staff’s time. It gives you the ability to track web visits, segment lists automatically and set rules based off-page and content interactions that then trigger customized email chains immediately. Marketing automation can save nonprofits up to 10-20 hours a week in marketing management related tasks centered around emails, CRM and analytics.”

What to Automate in Your Marketing

From text message responses when you receive a donation, to social media publishing and multi-tiered drip email marketing campaigns, there are countless ways to bring automation into your marketing. How much or how little automation you implement is entirely dependent on you, your goals and your bandwidth to set up and run these marketing systems.

If you’re not sure where to start, here are a few communication paths to explore:

Engage volunteers. Trigger an email sequence when a potential volunteer joins your list with information like how to get involved, what to know about volunteering for your organization and upcoming opportunities.

Nurture donors. Build trust and loyalty with your donors by keeping your communications consistent and personalized. Share success stories showcasing how their donations have helped your organization and cultivate a relationship with this audience.

Onboard new brand partners. Keep sponsors up to date with your organization and how you’re making a difference, reinforcing their decision to partner with or sponsor your organization. Planning a fundraiser or other event? Set up systems to nurture brand partnerships leading up to the big day.

Remember, automation is a tool and its efficiency can only be determined by how you use it. Without proper strategy, set goals or monitoring systems in place, automated marketing may fall flat or fail to deliver the results you’re looking for.

When to Automate Your Nonprofit Marketing

Marketing automation involves an investment of both time and resources, so making the decision to implement this strategy in your communications should not be taken lightly. In this case, the when is just as important as the what.

But how can you know your organization is ready to set these systems in place? Here’s where to look for clues:

Are you receiving more leads than you have time to pursue? From donors to brand partners, some leads may not be getting the attention they need due to high volume or lack of staffing.

Are you constantly sending the same or very similar emails manually? Welcome emails, membership renewal reminders, confirmation messages—all these communications can be automated and sent out when the intended contact meets a certain trigger.

Do you have a reservoir of quality content you can push to contacts? Do you have the bandwidth to create more? Automation is all about sending the right content to the right person—personalization at its finest. Because of this, quality and quantity both count. Want to know more about how to write great email content? Check out our blog on sending emails your audience actually wants to read.

If after reading the above you’re still not sure if you’re a candidate for mass automation, don’t worry. Like we mentioned earlier, you can automate as much or as little of your nonprofit’s communications as you want. And there’s nothing wrong with starting small!

Looking for more nonprofit marketing news and know-how? Be sure to sign up for our evoker and look for us in your inbox with fresh content every month.

Bid Caching: Breaking Down the Facts

Is bid caching beneficial or deceiving as a programmatic auction technique? Over the last few weeks, the digital advertising industry – from ad trades to exchanges and supply-side platforms (SSPs) – has been deliberating this previously unknown practice. The catalyst? An article published by AdExchanger calling out the SSP Index Exchange (IX) for bid caching.

What is Bid Caching?
Bid caching is the practice of utilizing a lost bid from one programmatic auction to fill a subsequent auction for the same user. This process transfers bids from one auction to another with the goal of boosting publisher yield. For example, an advertiser’s bid for a homepage ad impression might be used to fill an impression on an article page later in that user’s session.

How is it Done?
Best practice dictates that SSPs share the entire bid request URL, which discloses the type of content the ad serves alongside it. IX was not sharing the entire URL, just the top-level domain name. Bid caching was not enabled for video, though – it was limited to display. IX defended the practice by claiming it reduced latency, particularly in ad environments that are highly sensitive to this, such as slideshows, mobile articles spread across multiple pages, and responsive web design.

IX confirmed that they had been practicing bid caching for over a year. Research by Jounce Media indicates this may have accounted for up to 50% of the impressions filled for some publishers. And while IX initially defended the practice, on August 17, 2018, they discontinued bid caching due to industry backlash and expressed regret about their lack of transparency.

How Common is Bid Caching?
In early August of 2018, Jounce Media conducted a series of bidding tests through a major demand-side platform (DSP) with the goal of identifying incidents of bid caching. Their test campaign delivered over 1.7 million impressions across nine ad exchanges, illustrating that only IX was utilizing bid caching.

What are the Implications?
Supply-side platforms have been under increasing pressure to decrease latency and increase publisher yield. With ad tech advancements such as header bidding, it’s harder than ever for exchanges to have access to exclusive publisher inventory. Bid caching gave IX a competitive advantage by allowing them to conduct auctions with DSPs faster and return bids to the header bidding auction with increased speed. Unsanctioned processes like these are common in the industry, though, and it is no surprise that the competition would be quick to point out IX’s use of bid caching to distract from their own nontransparent practices.

360i’s Take
While IX should have been transparent about their use of bid caching, most of the press coverage has taken an alarmist view. Initial findings suggest that this did not significantly affect CPMs or mislead buyers, since they were only bidding on top level domains in the first place. Concerns that buyers lost control over brand safety, frequency caps, or targeting appear to be false because the same targeting from the initial bid was applied to the cached bid on the same publisher for the same user session.

In the age of transparency, these types of practices must be communicated to both buyers and sellers, and IX has taken full responsibility for their lack of transparency. In our review of the data, we determined that the impact on impressions of IX’s bid caching is minimal to insignificant and does not warrant panic. We don’t recommend that marketers pull their spend from IX.

The post Bid Caching: Breaking Down the Facts appeared first on 360i Digital Agency Blog.

How to Collect More Email Addresses on Your Website

The term “window shopping” still exists, despite it being done on a computer screen and not in front of a store window. It’s one of those terms that linger in our everyday vernacular, just like “hanging up the phone” (Few under 20-years-old can tell you why).

That’s the interesting thing about the rise of internet culture; it’s inner workings and processes exist to cater to our innate human emotions, tendencies, and other psychological characteristics. Something marketers have always sought to tap into.

Although internet technology has quickly adapted to create a more human experience of online communication through social media, the reports of email’s death have been greatly exaggerated. Email has been around since the dawn of the internet in the early 90s and has withstood the test of time while other technologies have become obsolete. In fact, it’s the digital marketing channel with the highest ROI — 9,900%! On average, email marketing has 30 times higher than other channels, and whopping 95% of people consider it “important” or “very important” to their organization.

If you want to learn how to turn your website into an email list generating machine, then you need to combine human psychology, UX optimization for buyer intent, and a strategic approach to engaging your target audience.

how to collect email addresses on your website:

  1. CTAs at the end of blog posts.
  2. A powerful landing page.
  3. Pop-up ad on your About Us page.
  4. Pop-up discounts on product pages.
  5. Add a “welcome mat” pop-up ad.

Optimizing the user experience on your site for email list building doesn’t have to be difficult. All you need to do is make a few tweaks to see a measurable improvement in your conversion rate.

1. Include ‘Value Added’ Call-to-Actions in Your Blog Posts

Estimated Conversion Rate: 10-50%

Not only is content marketing one of the cheapest forms of digital marketing, but it’s also a powerful tool for generating qualified leads. With the right eyes on your content, the CTAs in and at the end of your blog can be optimized to grow your email lists. You can even segment for warm and cold leads based on tracking CTA buttons.

For example, a CTA that you would include in between two paragraphs would be a cold lead. They haven’t read the whole blog yet and may not have logged a session yet. So, the CTA can be a hyperlinked text to a product offer (Ex; 15% off new bomber jackets GET YOURS NOW).

A cold lead CTA can also be a newsletter signup. If you regularly post quality content, then the likelihood of conversion will be higher and you will quickly build a raw email list of new inbound leads that can be tracked over time. Track how often they click-through to your blog and push the lead to provide more information like city, company and job title – this will allow for even more segmentation in future campaigns.

The CTA at the end of your blog post must be given the most attention. This is where warm leads will convert, but only if you offer added value to what they learned in your blog post.

An example of a blog CTA for B2B marketing:

A software company writes a blog post on the future of the SaaS industry and the challenges of hackers, system crashes, and the need for businesses to modernize.

For their CTA, they could offer an extended free trial period. This way it’s a win-win for the lead and you because they get to test drive a powerful cloud platform for a longer period than others and you get their email as well as any other information you can use to qualify the lead.

2. Optimize Your Landing Page Using Cues from Human Psychology

Estimated Conversion Rate: 20-40%

Landing pages are effective because it’s no BS – the user knows right away what you want and instinctively knows what to read and fill out. Although this will take some finessing on your part.

An inverted pyramid, much like in journalistic writing where the most important information is at the top, then slowly lead their eye down the page with conversion rate optimized copy towards the CTA at the bottom or on the side.

By isolating your CTA and making your case for them to convert through the words you use in your copy, the user is forced to make a decision on the spot – do I opt-in or exit?

Tips for landing page optimization:

  • Remove the main navigation.
  • Emphasize the offer’s value in the copy.
  • Match the headline of the landing page to CTA (ex: Claim your free snapback now!).
  • Your CTA must be big and place it above the fold.
  • Include a video, if possible. It’s been shown to improve conversion by up to 80%.
  • Simplify your copy using bullet points.
  • Use real testimonials to show trustworthiness.
  • Use colours strategically according to the target demographic in your segment. For example, use warm colours like red in campaigns for products that stirrup passion, adventure, and rebellion; use cool colours like blue in campaigns for products that reflect cleanliness, trust, and intelligence.

3. Use Your About Us Page to Generate Leads

Estimated Conversion Rate: 5-10%

It’s no surprise to anyone familiar with managing a website and a basic understanding of Google Analytics that your About Us page is almost always in your top 5 most visited pages.

It’s also likely that it’s mostly first-time visitors reading about your company and are considering if they should buy your product or service. If you want to stand out from your competition, then play it safe by not forcing a conversion.

Develop a personal connection with the user. What is your company’s mission? What are your values? Do you have examples? Those who share your brand’s values will naturally be interested, so much that they may sign up for a newsletter or a discount on a first-time purchase.

Again, don’t be aggressive in your approach for an email form submission. Be subtle by using a sidebar column that pops up and has a contrasting colour or add a small popup at the bottom of the copy.

Remember, the primary goal of your About Us page is to establish authority and deliver your brand voice. This is in order to convince the right customer to progress from consideration to conversion, whether or not it’s on your About Us page or another.

4. Add a CTA on Product Pages

Estimated Conversion Rate: 10-20%

There’s nothing better than finding the perfect chair for your living room with free shipping. While saving on the cost of shipping is nice, but what really ensures a sale is a trade. Offer a discount if the user creates an account. The user will weigh the risk and reward, so make sure the offer is intriguing and the process to create an account is effortless with a Facebook or Google account pairing.

You can even go a step further by strategically triggering a pop-up when a user is about to exit the page so you at least force them to give it a second thought.

5. Roll Out the ‘Welcome Mat’ as Soon as They Land

Estimated Conversion Rate: 5-10%

A “welcome mat” looks like a landing page but you can scroll down to see a regular home page and links to other internal pages.

The welcome mat is more versatile than a landing page because it doesn’t squeeze a user into converting, but it does present it right up front with the expectation that they provide their email address. It also allows a user to scroll down to the bottom of the page to see if they landed on an ad or if that’s just how you’ve set up your home page.

Sumo has a great Welcome Mat app that works on Weebly, Shopify, WordPress, and more. Plus, it’s free to install.

 

Are you looking to boost conversion your website? TechWyse is Canada’s largest internet marketing agency; we have the knowledge and experience to bring your small business to the next level. Find out what we can do to help your business grow, call Techwyse today at 866.208.3095 or contact us here.

The post How to Collect More Email Addresses on Your Website appeared first on The TechWyse ‘Rise to the Top’ Internet Marketing Blog.

Simple Design: Overcoming Complexity in Your Business With Lucidpress General Manager Owen Fuller (#011)

you do hard things so you can get better at hard things. Welcome to the the 97th Floor Mastermind Interview Series where each week we sit down with one of the makers, thought leaders, and visionaries behind the biggest and/or up-and-coming brands around. We talk about everything from business and marketplace insights to personal journeys […]

The post Simple Design: Overcoming Complexity in Your Business With Lucidpress General Manager Owen Fuller (#011) appeared first on 97th Floor.

How social media is holding Hollywood accountable

Whatever your views on social media, it’s undeniable that it has opened up the floor for discussion to those previously without influence or recognition. We can see that vocal online platforms are changing the ways in which industries must respond to the demands of their audiences.

This is particularly true within the entertainment world. A notoriously exclusive and insular industry, for decades, Hollywood has turned a blind eye to the indiscretions and insensitivities of those at the top. Being a white, “old boys’ club”; women, LGBTQIA+ communities and ethnic minorities have been cast aside and been subject to the unchecked dominance of oppressive industry leaders.

The exposure of Hollywood super-boss, Harvey Weinstein’s, extensive history of sexual harassment and abuse birthed the #MeToo and Time’s Up movements. Women such as Alyssa Milano and Ashley Judd flocked to social media to open up about their own experiences within the misogynistic and sexually abusive environment that is the entertainment industry. While numerous past accusations against studio heads working with iconic starlets such as Judy Garland and Joan Collins, as well as, more recently, Casey Affleck and Michael Bay, resulted in little to no consequence for the culprits, 2017’s outburst of allegations caused an unprecedented move to hold perpetrators liable for their actions.

What’s changed is that social media has made it impossible for those with the right money and connections to have the transgressions of industry leaders brushed under the carpet. These aren’t headlines that will eventually disappear: the internet means that a story can stick around. As it became apparent that the #MeToo and Time’s Up movements weren’t going away, numerous people in the industry openly declared their refusal to work with accused parties. Kevin Spacey was axed from in All the Money in the World, Channing Tatum and David O’Russell pulled their Weinstein productions, and myriad lawsuits were filed. Boycotts of productions associated with these individuals means that the industry can’t afford to ignore the issue any longer. The public has realised the power that they hold over the failure and success of a film – a weapon they are wielding with growing confidence.

Likewise, the call for inclusive representation in film and television is not a new phenomenon. These cries have been placated by token casting, usually in stereotypical supporting roles (see: Regina King as ‘The Sassy Black Best Friend’ in every 90s/00s rom-com or Morgan Freeman as ‘The Wise Old Black Man’ in numerous indulgent stories of a white man’s self-discovery). The prominence of social, however, has meant that these voices have become harder to silence with feeble gestures. The hashtag #OscarsSoWhite surrounded a boycott of 2015’s Academy Awards by a number of ethnic minority actors, and as Black Twitter establishes itself as the engine room of the internet, these calls have needed to be addressed in a much more satisfactory manner.

It was no small thing when Black Panther was released, marking the first time that the black community saw themselves take over the big screen in a film that portrayed black people and blackness itself as a force of positive power. The film is littered with references to black internet culture, including Shuri’s “What are thoooose,” and “Don’t scare me like that, coloniser,” lines. It’s easy to see these moments as a nod to the black communities on the internet who propelled the film’s inception, and Black Panther undoubtedly owes its success as one of the highest-grossing superhero movies of all time to the online communities who asked for and inspired it. The age-old Hollywood excuse that people of colour don’t sell movie theatre tickets has been invalidated, and as Crazy Rich Asians continues to climb in the US box office – a film that puts Asian actors front and centre in roles and storylines they have previously been denied – Asian communities online have also driven the triumph of a film that allows them the representation they deserve.

Until recently, when the stories belonging to PoC and minority groups have occasionally been told, often the stories have been appropriated by those to whom the stories do not belong. In 2017, Scarlett Johansson’s role in Rupert Sanders’ Ghost in the Shell caused an uproar online at the whitewashing of her character, Motoko Kusanagi. The film, unsurprisingly, flopped at the box office as online conversations condemned the casting. The announcement of her casting, then, in the same director’s upcoming production of Rub and Tug as a transgender man was staggering to the public on social media. The tumultuous reaction was such that, relatively swiftly, the decision was reversed. The LGBTQIA+ internet had made it clear that they were not going to stand for further erasure of transgender actors and minority communities on screen, and through the sheer force of social media demands, those in Hollywood were forced to listen and act accordingly.

The democratisation of discussions within a formerly closed-off industry, through social media, means that those previously subjugated in Hollywood now have a powerful role. The industry must be held accountable for actions that contribute to repressive and harmful practices. Hollywood now has to actively address problematic issues and make a conscious effort to action socially responsible work. As society’s cultural leader, it is inevitable that the responsibilities of Hollywood must trickle through to the ways in which other industries operate and understand their markets through social. Others would be wise to start paying attention now.

The post How social media is holding Hollywood accountable appeared first on We Are Social UK.

The Nun: ‘The Darkest Chapter In The Conjuring Universe’

To promote the release of the latest instalment in the horror movie franchise, Warner Brothers launched a haunting Digital OOH campaign.

The film is set in a secluded Romanian Abbey, where upon learning of the suicide of one of the Nun’s, The Vatican sends a Priest (Bichir) and Novitiate (Farmiga) to investigate. As they uncover the Abbey’s unholy secrets, they are haunted by the sinister presence of Valak – the demonic Nun itself. 

The Nun Digital OOH campaign

For the film’s Digital OOH campaign, Grand Visual produced two different motion creatives for an impressive 38 markets. There were two creatives consisted of ‘main’ and ‘alternate’ artwork animation. The ‘main’ artwork animation features an image of Farmiga which partially burns away half of her face, revealing half of The Nun’s face instead. Whereas in the ‘alternate’ artwork animation, the image of Farmiga completely burns away, revealing the spine-chilling face of The Nun. 

In Mexico City, custom creative was produced for a Junket event which was attended by select members of the press and the stars of The Nun. This creative was a multi-panel special which ran across 3 portrait screens. A green screen was used to create the effect of The Nun walking from screen to screen (pictured below). Whereas in Toronto Canada, creative was customised for the huge 188-foot long motion digital display in the popular Yonge-Dundas Square.

By utilising Digital OOH, Warner Brothers and Grand Visual were able to craft a haunting campaign, ensuring that anticipation for ‘The Nun’ was extremely high. This positively contributed to the film having the best opening debut of the whole series! In recent years, Digital OOH has become one of the best advertising channels for the entertainment industry – and continues to gain momentum and importance for brands such as Warner Brothers. Digital OOH advertising in the entertainment industry has given campaigns for films like ‘The Nun’ a new lease of life.

The post The Nun: ‘The Darkest Chapter In The Conjuring Universe’ appeared first on Grand Visual.