Response Marketing || Pause Project V6
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Transcript of Response Marketing || Pause Project V6
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Than
k yo
ufo
r Pau
sing
Nov 2015.V6thepauseproject.com
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Created by Response Marketing to help brands think about opportunities and trends in marketing and media.
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04Video Context Strategy
Table of ContentsTable of ContentsTable of ContentsTable of ContentsTable of ContentsTable of ContentsTable of ContentsTable of Contents
11Email Is Not Dead
19The Accidental Programmer
27The Latest Happenings In Social Media
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Video Context Strategy
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As online video continues to grow dramatically, composition, length, and type of content each factor into how a video will perform in each channel.
On smartphones, about 94% of website visits across the world begin in portrait mode.
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Snapchat recently said that vertical “ads are viewed to the end nine times more frequently than horizontal ones.”
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Audi recently launched a vertical video ad campaign and saw promising results, with a 36% video completion rate, which is 80% higher than the automotive benchmark.
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With over half of their audience viewing videos on a mobile device, Mashable recently brought vertical video into their editorial.
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Instagram has allowed both vertical and horizontal imagery and videos.
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Different Platforms. Different User Expectations.
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Email Is Not Dead
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It wasn’t long ago that many felt email would be a dying medium.
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Email User Base Is Huge And Growing
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Email Is Effective For Delivering Your Message
Open rates are generally in the 20–25% range.
Email Drives Quality Traffic To Your Content
Click-thru rates are generally in the 2.5–3% range.
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Email Is A Lead Generation Tool
For B2B marketers, 88% say email is the most effective
lead generation tactic.
Email Is A Sales Driver
66% of consumers have made a purchase as
a direct result of email.
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Email Has A Strong ROI
88% of marketers say email marketing is bringing
them a positive ROI.
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Email Is Key To Highly Targeted Advertising
Email List
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What You Need To Consider
Database Building And Nurturing
The typical email database degrades by about 22% each year.
Mobile First
53% of emails are now opened on a
mobile device.
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The Accidental Programmer
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How we use programming concepts in everyday life, and how it can benefit your brand & customers.
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Let’s take a simple task that many of us experience on a daily basis-ordering/making a cup of coffee.
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Before we can start making the coffee, we need to work
out some of the variables that will affect the result.
• How do they want their coffee? • Do they want sweetener? • Do they want cream? • What size do they want?
Now that we have a solid picture of what success
looks like, we can focus on how to achieve it:
• If they want espresso, I will need to grind the beans differently.
• Are we out of sweetener?• Do we have coffee beans?• Are there clean cups?• Has the water boiled?
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At every step we should be applying a single principle at both the micro and macro level:
By asking this question you can find out the real need, and sometimes you can help solve it right away, without
additional features being tacked on later at a cost.
“What problem are you trying to solve?”
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making the contact button bigger
increase the conversion rates to our CRM
by 10% in 3 months
MICRO MACRO
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Thinking like a developer does not require knowing programming languages or syntax.
How To Win Friends And Influence Developers
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A deeper understanding of your customer’s needs for future context
Ongoing emotional investment from the developers and project lead
The ability to convey important decisions to team members
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The Latest Happenings In Social Media
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More prominent calls-to-action are now making it easier for customers to initiate customer service conversations or place a phone call.
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New lead ads remove a lot of the friction of filling out forms on your mobile device. Through a call-to-action
button such as “Subscribe”, Facebook will automatically populate contact info from a user.
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Instagram has also begun testing different CTAs including “Shop Now”, “Install Now”, “Signup”, and “Learn More”,
allowing users to take an action directly from an ad.
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Videos and GIFs uploaded directly to Twitter, or Vine videos, will now automatically play in a user’s feed.
“people were 2.5x more likely to prefer autoplay videos over other viewing methods...”
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LinkedIn’s Sponsored InMail has some new features that make it much more effective. 100% delivery is limited to a user receiving only one email for
60 days. This gives the advertiser 100% share-of-voice during that period.
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Thank you for pausing.