Tick Yes Blog

Tag - optimize

How to Reduce Your Media Spend & Achieve Better Results

Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand.
By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend.
We have tips to help you optimise each of the most popular channels draining your media budget. One tip is important for all of them:
Stay in control of budgeting and targeting. If you’re new to a channel, keep watch on your audience and don’t scale until it’s profitable.
Here’s how you’re going to achieve better results without breaking the bank, and figure out the right time to scale for each campaign.
 
Search Engine Optimisation
Search engine optimisation (SEO) and Google Ads are considered a staple in the marketing world – simply because they work.
A recent study shows that integrating SEO efforts results in a 25% increase in clicks and a 27% increase in profits. Because of this, marketers are increasing their spend in SEO.
According to MarketingProfs, nearly half of digital marketing budgets are spent on search, with 31% on paid search and 18% on SEO. U.S. spend alone will top $45 billion by 2019.
If you’re one of those marketers spending nearly half of your budget optimising for search, measuring success by click isn’t going to be enough.
#1 SEO Tip – Always run campaigns with conversion tracking.
You’ve got to know what happened after a prospect clicks. If it led to a product purchase, then which keyword, ad group or campaign triggered the conversion? Conversion tracking will show you which ones are – and are not – worth bidding on.
 
Ad Retargeting
Search engine marketing (SEM) retargeting means targeting website visitors who did not convert yet, often through a third-party vendor. It’s effective, but is an area where media spend can get out of hand.
Research showed 56% of customers retargeted after visiting the cart, didn’t want to make an immediate purchase. Marketers then invest in bringing them back to the cart – what a waste.
In fact, over two-thirds of visitors who intend to make a purchase never make it to the checkout cart. This suggests that marketers are failing to create campaigns that are tailored to visitor intent.
# 1 Ad Retargeting Tip – Use conversion analytics to figure out customer intent – specifically, why some customers aren’t completing their checkout, or converting.
Once you identify the group that doesn’t have the intent to convert, you can stop spending your budget retargeting them, and reallocate to maximise results from those that do.
 
Content Syndication
Content syndication packages can be highly effective if you’re generating top-quality content, but are hard to pin down in a budget since pricing packages vary widely depending on the media outlet you’re syndicating with.
They’re very effective for generating leads, as according to Inc, 70% of people want to learn about products through content versus through traditional advertisements.
The trick to reducing your syndication spend is to be very picky when choosing media outlets.
#1 Content Syndication Tip – Focus on the right media outlets, and once you find them, don’t keep spending if you’ve stopped seeing a return.
Keep an eye on results from certain media outlets, and continue reallocating budget to those performing best.
 
Social Media Ads
In 2015, global analysts predicted a 33% increase in spending for social media ads. This is because over 50% of (business-to-business) B2B marketers rank social media as a “very” or “somewhat” low cost ad option.
Social media can be low cost, and can drive unprecedented amounts of engagement if targeted correctly. Avoid this one common mistake – spreading your budget across every social media channel out there.
#1 Social Media Ad Tip – Choose the right social media platform.
Which platform is converting the most leads? As an example, a bakery is going to perform much better on Pinterest than the latest cloud security software.
 
The key to reducing your media spend while increasing your results is to find where your audience wants to see you the most. With robust conversion tracking and by following industry best practices, you can make your marketing budget stretch farther than you ever thought you would.
 
Image: Shutterstock Australia
 

How A/B Testing Can Deliver Better Digital Marketing Results

Moving a letter one pixel to the left may be the digital equivalent to splitting hairs, but as it turns out, even small changes can have a big impact. Nowadays we know that you can achieve a 42% higher click-through-rate by not littering a page with more than one Call to Action (CTA). How do we know that? Well, someone actually tried to pit a website with just one CTA against another with two or more. As the majority of people in marketing are aware, changes to things like colour, positioning and size can actually make all the difference – but are they willing to take the time to do some serious experimenting?

Online design can differ enormously from one webpage to another. There are a number of unwritten rules; you might for instance want to adapt your site to the population’s F-shaped online reading behaviour, and people have come to expect contact details at the bottom of a site. But apart from those guidelines, it’s up to you. As your audience will constantly change their view of a good website, experimenting with new design and online solutions is very, very important.

We could present a number of statistics on user behaviour, but those would only provide general guidelines when all you really need is to be specific. At the end of the day the crowd of people visiting your website differs from the one visiting your competitors’.  By adapting your digital platforms you can make sure to target the audience most relevant to you.

So how does one know what works on their website? Well, A/B testing of course! You pit your original website (version A) against one with a variation (version B) in order to find the best solution, thus allowing for information based decisions. This may be Marketing 101, but quite frankly A/B testing is something a whole bunch of marketers are not very good at. This is rather odd, considering tools such as Optimizely have turned A/B testing into child’s play.

You could for instance test out tweaking:

          Copy length          Wording          Whether to use bullet points or not          CTA button placement/colour          Images

What matters are the bits and pieces that will help you reach your goals. If an image will increase traffic to your site – try it out. If a different colour will make a button more clickable, go for it. Just make sure to test both versions simultaneously and have patience – you won’t get reliable results in just a couple of hours.

In the fast paced world of digital marketing, it’s only natural that those in charge of a company’s marketing efforts want to avoid a creative stand-still. Creative forces want to do just that, create, and not dabble in the almost scientific world of A/B testing. The trial and error approach may be a great way of learning the ropes, but it is also a way of spending a budget at light-speed. A little testing will go a long way in today’s harsh marketing climate.

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

Image courtesy: monicamlewis.blogspot.com, ergonomics.ucr.edu

What’s Next? A Double Major in Social Media?

Now schools have also noticed the importance of social media in our every day lives…
 
Social media…[sigh]…Where do we even begin to explain this phenomenon?   How did social networking become one of the main sources of information today?  How is it even possible that this simple mode of communication can make its way all over the world to be read by billions of people online?  Thankfully, it doesn’t matter if we know the answers to all these questions or not, it will still be the powerful communication platform that it is.
We can’t deny the fact that it is the digital age and social media is here to stay.  According to a May 2013 report by the Huffington Post, the top five social media sites alone have a combined 2 billion users.  Smartphone users check their Facebook status at an average of 14 times a day and 79% of them check their phones for social media updates within 15 minutes from the time they wake up.
This online platform is so strong that it is now also being considered a tool in the field of education.  A number of schools around the world have started to adopt this new technology into their curriculum, their method of teaching and their method of news dissemination.  A number of campaigns have also been pushing for the use of this platform around the world.  As a matter of fact, the same Huff report suggests that 80% of college faculty members use social media and 50% of professors use it in their classes.
Here are a few of the examples of how social media is being used in education:
Ngee Ann Secondary School Tweeting Answers
Singapore has grown to be an economic leader in South East Asia and as it embraces technology, the country’s government is looking into implementing social media in education.
Among the schools that already use this platform is Ngee Ann Secondary School.  In a report by Euro News, during one of the school’s math classes the teacher posts a question and asks the students to send her the answer via twitter in which she projects them on screen.  This form of online communication in schools is what the Singaporean government calls “future school.”
New York City’s Digital Literacy
As the social media continues to permeate the society, the city that never sleeps has also embraced the idea to optimise technology by relating it into education.
The New York City Department of Education has a new position called Director of Digital Literacy and Citizenship held by Lisa Nielsen. She is the very first person to hold the position. Asked what the nature of her work is, Lisa says:
“This year we are focused on helping teachers develop their own digital literacy. Next year, we’ll be focusing more on students interacting with each other online,” she told the Huffington Post. “I’m heavily involved in the use of social media and I’m not aware of other school districts who have a position like this.”
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

iPad Mini 2 now $100 Cheaper

It seems like Apple has already thought of and developed everything perfect in the gadgets world.  Is there anything that this multimillion dollar company hasn’t developed yet?
 
Roll out the checklist and see how the Steve Jobs established electronics company has turned the world over with their expialidocious communication platform and inventions.

It may seem that Apple has achieved more than any other electronics company has in the past decade or so, however there is actually something that the Cupertino-based company has failed to offer all these years: budget-friendly gadgets.
Yes, of course we acknowledge the fact that Apple has one of leading technologies packed in their devices to optimise performance; and these absurdly—and often creepy—artificial intelligences don’t come cheap.  But if other companies can create more affordable devices, why can’t they?
Well, my friend, dreams can come true and Apple might just have the answers to our prayers.
In a recent report by Citi Research, Apple could be releasing a new iPad Mini 2 that costs less than $250.00 – almost $100 cheaper than the current first generation mini.
“Supply chain checks by Citi’s Asia-Pac Technology Team suggest a mixed shift toward Apple’s older iPhone 4/4S.  And with our expectation of a low-end iPhone slated for September launch, followed by a sub-$250 iPad mini, we expect this trend to persist,” Citi’s Glen Yeung wrote in a note to the company’s investors.
But is this idea even plausible? Or is this just another online strategy to get people hooked and expecting of the iPad Mini 2, only for our bubble to burst come release day that it is still on the $300 mark?
Well, here are a few reasons why it could work and why it wouldn’t work, then you be the judge!
Why a $250 iPad mini 2 could work?
Apple is looking at Customer Retention. Over the past years, the Cupertino, California company has created a sizable following of its products—people who wouldn’t purchase anything but an Apple. But since then, a number of gadgets and devices have already swarmed the market offering at-par items for a lot less. You can get a Kindle Fire HD for only $214, a Samsung Galaxy Tab 2 10.1 for less than $300. So why stay with Apple, eh?
Why it could be a hoax?
Apple looks at improving, not downgrading. Almost all of Apple’s devices now carry a retina display. With this, the iPad Mini 2 may most likely get one for itself. And if it does, then it is less likely that the device will drop price when it just upgraded its specs.
To be honest, we couldn’t really decide whether it’s true or not. While we hope the iPad mini 2 will be a lot cheaper, we can’t really be certain until we see campaigns about it already. Until then, we expect social media to be exploding about everything iPad Mini 2.
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
 
 

The Biggest E-Waste Dumping Ground

China is the largest dumping ground for used electronics or E-waste…
 
China is known for a lot of things: for its delicious cuisine, the Great Wall, Kung Fu and martial arts, Yao Ming Jet Li and so much more.  China is also the second largest country by land area at 9.6 million kilometers.  It is also the most populous country with over 1.35 billon people.  Due to its rich culture and continuous growth in resources, China was hailed as the world’s fastest growing major economy.  This year it was also noted as the world’s second largest economy. But there is one thing you may not know – it’s also the largest dumping ground for used electronics or E-waste.
What is E-waste?
E-waste or electronic waste are discarded electrical or electronic devices.  The term has been used loosely to identify surplus electronics even if they are reusable, recyclable or not.
E-waste can be in the form of a communication platform such as mobile phones and wireless landlines.  It can also be online platform devices like laptops, desktops, routers, tablets etc.
Due to the rapid changes in technology and the ever evolving world of electronics, the growth in e-waste continues to soar, especially in developed countries.  The continuous campaigns to get the newest gadgets aren’t helping this growing problem either.
According to an article published on Sci Total Environ, about 50 million tons of e-waste is produced every year.  The United Nations Environment Program (UNEP) notes that USA is the world leader in e-waste production with an average of 3 million tons a year, followed by China with 2.3 million in 2010.
China: E-waste Dump Yard
According to a 2013 UN report, “China now appears to be the largest e-waste dumping site in the world” with 70% of all global electronic trash going to the country.
Notably, these items arrive in the country through illegal means.  “Much of [the e-waste] comes through illegal channels because under United Nations conventions, there is a specific ban on electronic waste being transferred from developed countries like the United States to countries like China and Vietnam,” Beijing office of Greenpeace spokesman Ma Tianjie explained.
Among these dump sites in China, the one in Guiyu may be the largest.  Dubbed as the “E-waste capital of the world,” the city employs over 150,000 workers to optimise the wastes by either disassembling devices or harvest the reusable and sellable.
What makes e-waste dreadful is the health risks that may affect the people, in which the children of Guiyu are exposed to everyday.  These scrap electronics are high in lead, cadmium and other toxic metals putting health at risk.
So far, in a test conducted by Professor HuoXia from the Shantou University Medical College revealed that in 167 Guiyu children, 88% had higher than accepted blood lead levels that could cause damage to their nervous systems and IQ.
So far, online strategy has been used to bring the news across, but even with the help of social media it could still take time before this movement is eradicated.

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.
Image courtesy: Chien-min Chung / Reportage by Getty
 
 
 
 

Asus Launches Biggest Tablet Ever

Asus is about to launch the biggest tablet PC, the Asus Transformer AiO.
 
It seems like the world of electronics doesn’t run out of new things to offer its consumers. Especially in the growing tablet market, more and more of these devices enter the market offering something distinctive.  Retina displays, thinnest frames, dual cameras, portable sizes and so on.  However, a recent release made a big impact to consumers and quite literally.
Give a round of applause for the biggest tablet PC to-date: the Asus Transformer AiO.
As part of the computer and electronics manufacturer effort to grow its digital marketing and sales, Asus is offering this one-of-a-kind, innovative tablet version. While most companies are looking at making tablets that are as portable as possible, Asus is changing the game.  The Transformer AiO is what the Winnipeg Free Press describes as “comically large,” sitting at 18.4 inches, almost twice the size of the iPad.
Now, we really don’t know what the people at Asus (creators of the 7-inch MeMo pad) were thinking when they created this gigantic tablet, but one thing’s for sure, Asus is up to something.
Trying to optimise the growing number of tablet consumers, the company created a niche for itself offering what seems to be the biggest tablet, at least for now. But the size of this gadget isn’t the only thing big about it.  It’s also huge on features.
This 18.4-incher claims to be the only gadget you’ll need.  Why is that?  Well, AiO actually stands for “All in One.”   The Transformer AiO doubles as a gigantic tablet and a desktop.  How is that possible?  When the tab is plugged into a base included with the package, the AiO becomes a complete Windows 8-powered PC.  However, when unplugged, the online platform automatically runs back to its Android 4.1 Jelly Bean operating system.
With this dual feature, the tab becomes the perfect home gadget.  It can be the family desktop computer, outfitted with an Intel i7 processor and 8 GB RAM.  It can also be the tablet where the siblings can watch YouTube videos or check their Facebook accounts.
“You’d be smart to wait and see how the market develops, but Asus has used the freedom of the still-forming all-in-one/tablet hybrid category to create a compelling Windows 8/Android device in the Transformer AIO,” CNET’s review noted.
While the tablet is a very interesting gadget, consumers looking for a tablet may not be interested once they find out the price. With its price tag starting at $1,299, people may just want to consider an iPad and a laptop instead.
Asus Transformer AiO Specs:
• Windows 8 (desktop AiO mode) + Android 4.1 (tablet mode)
• Intel Core i5 processor (desktop) and Tegra 3 quad-core processor (tablet)
• 10-point multi-touch screen in both modes
• Detachable 18.4-inch IPS display (1920×1080 resolution)
• HDMI output for external monitor
• 1TB hard disk (desktop); 32GB (tablet)
• 0 to 100 degree rear stand
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

How Social Media Can Help or Hurt

Many businesses now use social media and its various applications as tools for business. What’s not to like?
 
It’s a form of advertising and helps you keep track of the general sentiment for or against your company and acquire customers, among other things. But just like everything in this world there is a downside to social media. Aside from helping your business it can also hurt your business as well.
How social media can help your business
It can advertise your business. Yes, you can advertise with social media, and at a fraction of the cost of a TV spot too!  In some ways you can actually say it is better than a broadcast ad. While the broadcast ad lasts for only a few seconds up to a minute over the airwaves, your ad will stay in a webpage indefinitely.

It helps you find potential customers.  And you don’t even have to do anything! Okay, maybe you have to do something. Social media is the new grapevine and with today’s technology you can be sure word will travel fast. Happy customers will report of their satisfaction with your product or service to a friend, and that friend might think about trying you out. The thing you have to do is keep your customers satisfied, but isn’t that what you are supposed to be doing anyway?
It informs you about the competition. With a little “research” you can actually learn about your competition by what their customers talk about.  What you do with that information is up to you, of course, but we recommend using that info to optimize your business any way you can.
It’s a feedback tool. You can keep track of what people are saying about your business in Twitter or Facebook. Learn what you are doing wrong, what you are doing right or even defend yourself from any baseless troll comments. Do this with diplomacy and restraint, of course.
It can be an education tool. For any business to stay on top it has to innovate, keep up with the trends, the changes and the industry standards. Don’t expect your competition to give up their trade secrets. Try using social media to keep informed of the latest happenings in your trade.
How social media can hurt your business
If a well-managed social media campaign can bring your business success, a poorly managed one does just the opposite.
Having no original site content. Sure it’s just tempting to copy-paste content from somewhere and put it on your site, but avid surfers might notice they have read this somewhere else. No one wants to read something at a website which they have read in another website before.
Putting the wrong person in charge of the social media account.  This is not one of those positions to just let people ‘try’. You must have someone who is familiar with how it all works in charge. There are a lot of social media managers for hire nowadays it’s just a matter of finding one who fits with your team.
Lack of consistency.  This may be a result of having the wrong person in charge of managing your social media account. Maybe he or she started something, a feature, a contest, a program, a gimmick – that suddenly just stops for no discernible reason. That may give users the impression that you are not willing to follow through on anything you commit to once it becomes too hard.
Ignoring followers and fans.  So they were disappointed about that short-lived program and now they are complaining or asking questions about it. What do you do? You have to give them an explanation. You cannot just take the Hollywood approach and lay low, hoping it will soon boil over.
It should also be mentioned that you don’t have to wait for complaints just to answer fans or followers. Many of them might have a kind comment or constructive idea or even a query. Make sure you answer them, it makes for a good relationship.
Using the wrong online platform.  What works for one social media platform does not actually apply to another. Plus there are other social media platforms out there aside from Facebook and Twitter. While you may not be familiar with them, a competent social media manager would be and knows how to exploit them.
Using social media to attack your competition. While this may be tempting to do, in the end it will only look bad on you, not the competition. We’ve all seen how ugly an online exchange of heated words looks like. Sure, use social media for an occasional critique or two, but using online communication for a vendetta is just getting way too personal.
 
The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.