Retargeting customers has always been an essential piece of almost any paid media strategy. It’s the furthest down the funnel we could possibly get, but what has changed? Keeping our customers satisfied and happy with our brand should be our focus when implementing a retargeting strategy. The biggest mistake you could make is bucketing your customers into generalized segments and inundating them with non-relevant ad content, putting a sour taste in their mouth towards your brand. Luckily, we have options and technology available to avoid this problem.
With so many different data points captured from users taking various actions on your website, it could be hard to distinguish valuable insights from passive insights. You could probably garner valuable customer information from almost any variable value in your data layer. In this article, we’re going to focus on how to capture your customer’s revenue at the checkout step on your website, how to compile this data into meaningful customer lifetime value audience segments, and how to take this a step further by activating media on this data through Tealium’s AudienceStream product. If you’re an ecommerce business, chances are these core concepts are not unfamiliar. However, the way in which you activate media on these insights and bring these concepts to life is where the value lies in leveraging AudienceStream in tandem with our coveted customer lifetime value metrics.
It is well-known across the industry that Facebook advertising is essential to an effective marketing strategy. In order to optimize and measure the success of advertising by understanding the actions customers take on a website, Facebook pixels must be utilized. A Facebook pixel is code that you place on your website. It collects data that helps track conversions from Facebook ads, optimize ads, build targeted audiences for future ads, and remarket to customers who have already acted on your website. While standard events are more commonly used, utilizing custom conversions allow for more specific customer action tracking.
Recently, I (virtually) attended the 2020 Confab Content Strategy Conference. Usually held in Minneapolis, the Covid-19 pandemic forced the team behind Confab to shift the conference experience from hotel ballrooms and expo centers to livestreams and Slack conversations. When I first heard the conference was going virtual, I was skeptical to say the least. I wondered how they could make the program engaging, useful, and thought-provoking through a screen. But, I’m happy to say that Confab did an excellent job at taking the essence of a content marketing conference and fitting it into a digital format. From interactive Q&As with speakers, trivia night, cake decorating contest, and happy hour with fellow attendees, Confab was the perfect balance of knowledge and fun. Here’s a run-down of how it all went.

The purpose of much of PR and marketing is to build trust by establishing credibility for a brand. It’s not something that happens overnight; however, it can be destroyed overnight. It’s not fair, but it’s reality. In this article, I’ll discuss ways you can build trust for your brand in addition to what you can do if you somehow lose that trust.

What Customers Look For In A Brand

Consumers have so many choices these days so how can a brand stand out?

At first glance, a customer’s journey may seem pretty simple. You offer an item and a customer buys it. Right? Well, maybe not. If a journey was that simple, a lot of companies would be making a lot more transactions today. Of course, much more goes into a customer’s journey than this. Customer journeys are unique, complex, and dynamic—and can look different for many types of users. There’s a well-known saying out there that states: a customer journey is like a snowflake, no two are truly the same.

There is no better way to learn about a job than to ask someone living the role day-to-day. Informational interviews are becoming increasingly popular for students and young professionals to conduct. An individual may set up an informational interview with a current employee to gain knowledge about a career field, learn more about their specific company, or to build their network. Informational interviews are especially important in the advertising space because they give light to the agency culture, provide insight on their various clients and typical projects, and help you network in your specific agency market.

It is important…

As user experience (UX) practitioners, we use studies and principles from psychology, social psychology, and human computer interaction to help understand why users think and act the way they do. If we understand the why, then we can predict how they will interact with our interfaces in the future. By using these tried-and-true principles, you can ensure a better experience for your users and more success for both you and your company.