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Digital Transformation 2016 for Insurance: Max Bupa is the trendsetter

Digital Transformation 2016 for Insurance: Max Bupa is the trendsetter

We’re at the end of a phenomenal year! A year that’s been a trendsetter for many reasons. One such was a sharper focus on customer engagement, wider adoption of marketing technology and investments in innovative strategies globally. While almost every leading brand has been increasing its attention within digital space, 2016 saw a host of Insurance brands try and take giant strides towards growing their digital share of business. Insurers worldwide tried using marketing technology to engage and convert customers digitally and Max Bupa has been one of the fore-runners to adopt a direct-to-digital-consumer approach.

In an interview with Economic Times, Anika Agarwal who’s the SVP & Head, Marketing, Digital and Direct Sales, Max Bupa says “Traffic to a brand’s website is the primary pre-requisite before we even talk about conversions and revenue”.

One big chunk of Max Bupa’s strategy for 2016 was to bring in new users to its website. While there are several tried and working methods to drive traffic to any website, Max Bupa was focussed on getting relevant new users to visit their website.

Max Bupa Vizury Economic Times Insurance Marketing Digital

Refraining from blanket bombing, Max Bupa adopted an ROI-centric approach that would help them engage relevant users and drive them to Max Bupa’s website. Using online behavior attributes to build personas for their existing website users, Max Bupa was able to identify common attributes. With “look-alike” user targeting across Display and Facebook, Max Bupa has been successfully driving high-intent users to its website. Read the full article here.

Today insurance customers’ expectations have been largely influenced by their digital experiences with online brands from other verticals such as travel and hospitality. And insurers must provide an uber-like experience to its customers in the digital world. Clearly the need for a focussed and hyper-personalized customer engagement strategy is going to be critical this year.

We at Vizury, are proud to be Max Bupa’s digital growth partners and we look forward to connecting you digitally with more customers this 2017.

 

Disrupting Airlines Marketing – A True Growth Marketing Story

Acquire and Engage Loyalty Members – Use Cases for Airlines Marketers

As an airlines company running a “Loyalty” program, it is important for you to “Acquire” new members and also “Engage” with your existing members.

Here are some of the “Loyalty Membership” specific use cases that you can adopt.

Use Case 1

User Engagement

Member searches for suitable redemption fare on your airlines website on a specific route and drops off without booking.

User Experience

User sees a 1:1 personalized Browser Push Notification with searched OnD, Travel Dates & Fare.

Use Case 2

User Engagement

User subscribes to fare alert service on your airlines website.

User Experience

User sees a 1:1 personalized programmatic display banner with searched OnD & minimum fare when redemption fare drops below the member’s budget.

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Use Case 3

User Engagement

User searches for suitable redemption fare on your airlines website on a specific route multiple times but does not book.

User Experience

User sees a 1:1 personalized banner with searched OnD, Travel Dates & Fare.

Use Case 4

User Engagement

Your existing airlines loyalty member made a redemption booking on your airlines website.

User Experience

User sees a 1:1 personalized programmatic display banner to transact with partners e.g. hotel, tours, etc., which are all related to the destination.

Use Case 5

User Engagement

User has created a loyalty member account and has not completed the profile.

User Experience

User sees a 1:1 personalized Browser Push Notification prompting him to complete the profile.

Use Case 6

User Engagement

User visits your airlines website several times without logging in and is not identified as a member.

User Experience

User sees a 1:1 personalized onsite notification & Browser Push Notification while booking online to sign up for a loyalty member account.

Use Case 7

User visits your airlines website and is not identified as a member.

User Experience

User sees a 1:1 personalized onsite notification & Browser Push Notification while booking online to sign up for a loyalty member account.

Use Case 8

User who is an existing loyalty member visits your airlines website and has not logged in to his/her loyalty member account.

User Experience

User sees a 1:1 personalized onsite notification & Browser Push Notification while booking online to remind him/her to login and show the benefit of having member to earn the flight points after departure when logged in to loyalty member account.

Use Case 9

An existing loyalty member visits your airlines website to search for flight. The member has enough points for redemption fare on the same route.

User Experience

User sees a 1:1 personalized banner on Site Notification & Programmatic display to redeem loyalty points rather than buying a commercial ticket with cash.

If you are able to identify prospects, bookings and loyalty members from your website visitors, it becomes easier for you to run audience specific campaigns to “Acquire” and “Engage” for your “Loyalty Membership” program.

Look forward to hearing your views on this. Don’t hesitate to write back to me at prasenjit.dg@vizury.com.

What NOT to do while sending out Browser Push Notifications

What NOT to do while sending out Browser Push Notifications

If you’re someone who frequents this site regularly, chances are you might have come across tons of write ups on browser push notifications. In fact, it’s all we’ve been talking about for the past few weeks, right from a myth busting piece on common misconceptions about this marketing channel, to a comprehensive comparison with traditional E-mail re-targeting methods.

Being the relatively fledgling marketing channel that browser push is, marketers are still experimenting, tweaking certain elements and trying out various combinations in a bid to perfect it as a legitimate and leading medium for re-targeting and user engagement. If you’re one of them, here are a few common mistakes you can file under the ‘Do not do‘ category.

 

Do not send blanket notifications

The first rule of hyper personalization, as the very name suggests, is one size doesn’t fit all.  One of the worst things you can do to make your browser push notifications redundant is stick to a common standard text to hit your entire demographic with, without factoring in the personalization aspect. Not only does it go against the very intent of browser push notifications (providing value-adding information to the consumer) but it is fundamentally redundant to send out a bland and inane notification and expecting it to draw the user to your website.

In an age of digital sophistication, personalization is the very least that the user expects in exchange for brand loyalty. Segmenting and categorizing your users based on their persona not only adds clarity to the entire process, but also ensures that the message you send out captures the unique selling point that appeals to each category of buyers, increasing the likelihood of your browser push notifications achieving what they set out to.

 

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Do not send push notifications at a fixed time 

It seems like an easy mistake to make, a pretty harmless thing to overlook, but not accounting for the time zone of your users is one of the worst things you can forget to do. It’s not stretching it to state that a push notification with the content and CTA right on point, albeit sent out at a bad time, is less likely to appeal to the user than a relatively average one that is however timed perfectly.

Imagine going through the painstaking process of segmenting your users into precisely defined groups, crafting the perfect message and topping it off with precise deep links, only to send it to an entire demographic at 3 in the morning and watch them swipe it away along with tens of other notifications of inferior quality when they check the phone the next day. If you want your user to fully appreciate the brilliance of your notification and act on it, make sure you do your research to figure out the perfect time to hit them.

Don’t overwhelm your users with constant notifications

Getting people to buy stuff from you is not akin to shooting fish in a barrel. You can’t send tons of notifications their way, and expect one to finally get through and do the job. Ironically, the only thing you’d end up doing is annoy them and make sure they never buy from you again. Your messages might be carefully constructed to the user’s specific tastes and the first one might even be perfectly timed, but it still won’t make a difference if you bombard the user every few hours, especially if he has not shown any inclination to respond to the notifications.

It’s important to space out your notifications, giving the user a breather before hitting him with the next one. Consecutive notifications are both intrusive and irritating, and ultimately only serves to have a detrimental effect on your bid to acquire new customers or bring your existing customers back to the website again.

 

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Email vs Browser Push : Not really apples and oranges

Web push notifications Vs Email – Which one is better?

If you’re someone who sells stuff online, chances are you might have heard of, or even started using, web/ browser push notifications as a legitimate and cost worthy re targeting channel by now. Despite being relatively new in the marketing sphere, its popularity has picked up to the point of drawing comparisons to more traditionally powerful players in the game. And, that is exactly what we’re going to do today.

We decided to take Email, a perpetually popular marketing channel, and see how the new kid on the block holds up against it. Can it reach the same levels of engagement and relevant personalization for the user? Are the two channels mutually exclusive, or will using them in tandem result in an ideal marketing strategy?

But first things first. For those of you still in the dark, what are web push notifications?

 

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Essentially push notifications that speak to your users on their browsers, instead of through an app, Web push notifications aim to send hyper personalized information to a hyper segmented user demographic. Their chief advantage, however, lies in the immediacy of their nature. Take a look at how they work

 

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Emails are universally held up as the ideal marketing channel, but it’s pretty obvious how Web push notifications hold the edge over emails atleast when it comes to providing timely updates. While emails might lead the way when it comes to visibility and reach, their primary objective is not to serve as a marketing channel that prioritizes time as a criteria.

This is maybe why they’re more commonly associated with post-purchase tracking and follow ups, as well as promotional information and marketing campaigns, but not quick or time-specific re-targeting purposes.

People have specific times when they check their emails, probably two or three times a day, which makes it a bad choice to hit your users with time-limited offers via email. Push notifications are the next obvious choice, but do they have the reach of an email? Half your users may not even have your app installed, preferring to access their account via browsers to make their purchases. So, how do you optimize your marketing campaigns and personalized notifications?

Combining the visibility of emails with the brutal efficiency of push notifications is no mean feat, but browser push notifications may have just about managed to do that. It’s ability to be instantaneous makes it the most effective channel to run ads on flash sales, or follow up quickly with a dropped-off user and engage quickly with website frequenters in general. While the long lasting nature of emails might make it better for information exchange, a well timed and hyper personalized browser notification is more likely to draw the user back to your site to complete an unfinished purchase.

See how it stacks up against email in terms of subscribers and engagement rate.

 

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Potent Combination?

So which one should you pick, email or BPN? Well, instead of viewing it as a matter of this or that, the clever thing to do is take the best of both worlds to create user specific decisions. Personalizing the actual content and timing of the message is well and good, but picking the right channel to execute it should figure equally high on the list.

While user segmentation may be a great way to group users with similar characteristics into broad categories, a clever marketer should ultimately be able to notice the subtle distinctions that make each shopper inherently unique, creating the need for personalization and content curation.

Not only do various users react differently to the same notification, the responses might also vary depending on where a particular user is on the purchase cycle. A shopper who has arrived at the product page but then dropped off, presumably due to the price, might be tempted if he’s hit with a quick browser notification informing him of  a holiday discount that brings the product down to his price range.

While Email could be the preferred medium to communicate discount and sales information not limited by the constraints of time, or generally interact with a layer of sophistication, Web Push Notifications are most effective when it comes to announcing real time offers aimed at getting the user return to the site within a particular time frame. A well timed Web push notification followed up with a relevant email could well do the trick in most scenarios.

An email might go hours or even days unopened, while browser push notifications are infinitely more immediate. Knowing which from which, and when to utilize it, is the ultimate litmus test.

 

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So what do you think? Can Browser Push Notifications and Email complement each other if used cleverly in tadem? Write back to us at marketing@vizury.com with your thoughts or leave a comment below.

 

Learn more about browser push notifications


5 myths around Browser Push Notifications Busted

Tackling website drop-offs : Re-engage users with browser push notifications

All that you must know about Browser Push Notifications

Browser Push Notifications: The new kid on the block

Smart e-commerce hacks : Price drop alerts

Browser Push Notifications for E-Commerce

Engaging your users with browser push notifications

What NOT to do while sending out Browser Push Notifications

Email vs Browser Push : Not really apples and oranges

Are Browser Push Notifications a good fit for your business? Ask our E-Commerce ROI calculator

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Conversion Tips for Fashion E-Commerce - Part 2

Ecommerce Website Conversion Tips for Fashion Brands – II

This is the second of a three blog series where we comb the internet to bring you some of the best conversion tips from industry experts. If you happened to turn up here first, you might want to start with Part 1.

All caught up on Tips 1 and 2? Alright then, let’s dive into this one.

Tip3 – Product Search Optimization

The fundamental trick is to prioritize a great content copy for your product. Online fashion stores tend to skip this part way too often. Unfortunately, the complete lack of a text description of the product virtually puts an end to the chances of the page being in the top 10 of a search engine query, even in the case of low-frequency queries. So be sure to add a description to the item card; do not kill your page’s chances.

For example these stilettos are nothing more than Stilettos. There is no way that search engines will read that image and rank it.

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Here is a quick 7 step process to write a great content copy:

Define Your Buyer Persona

When you write a product description with a huge crowd of buyers in mind, your descriptions become wishy-washy and you end up addressing no one at all.

The best product descriptions address your ideal buyers directly and personally. You ask and answer questions as if you’re having a conversation with them. You choose the words your ideal buyers use. You address them as ‘You’.

Create a Comprehensive List of Features and Benefits

Try to answer questions like: How does your product make your customers feel happier, healthier, or more productive? What particular problems, glitches, and hassle does your product help solve?

Define Your Tone of Voice

Do you want to sound like a boring big corporation? Or do you want to engage readers with personality and a dash of humor?

Your tone of voice can set you apart from your competitors; it gives readers a strong impression of your organization’s culture and personality.

Look at this example from  FURRY FEET on think geek

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Create a Scannable Format

Write your copy for scanning, not for reading. A report by Nielsen Norman Group states that only 16 percent of your audience peruse or read something word-by-word while the remaining 84% prefer to scan your content copy.

Write a First Draft

Now you know your customer persona. Write your first draft for these guys. It is easier to write once you know who they are.

Keep your content crisp and avoid any form of rhetoric. A great idea would be to stick to talking about the value and benefit of the product to the target demographic.

Make your text more readable, engaging, and persuasive

Remember to make sure that you include everything that may matter to a customer

  • Use simple and easy english. Don’t let your customers run through the dictionary to understand it .
  • Be specific.  Specificity adds credibility to your brand.

Optimize Your Copy for Search Engines

If you are using buyer’s persona then it means you are already optimizing for SEO. But to be more precise, optimize it it for headings and subheadings as well.

(Optimize product image (here) using Text, Alt tags, Long descriptions, File name, File size, EXIF data, Rich snippets, Anchor text, Content, GEO locations, Conclusion etc)

 

Tip4 – Product Videos

There is no specific way to make a right product video. The entire ideology of making one can change from one product to another.

But in case you are looking for certain thumb rules, here you go,

  • Tell a story : People love stories
  • Keep it short : 30 seconds is enough time to convince your customer
  • They are human : This means your motive is to build a connection between customer and product

You must be wondering why videos are so important for your ecommerce business. Do go through these links to understand

Here are some of the best product videos for you,

Dollar Shave club

You may want to throw on those headphones before watching Dollar Shave’s first video. They’re not exactly shy to throw the the F-bombs or referring to “your handsome-ass grandfather,”

According to ananswer on quora;Michael Dubin, the CEO of Dollar Shave Club, studied improve with the Upright Citizens Brigade. He wrote the spot himself and hired a comedian/director friend by the name of Lucia Aniello to produce the video. She’s a comedian who has done some funny videos for Upright Citizens. Total cost: $4500. Amazing.

 

Sweaty Betty

Activewear brand Sweaty Betty is a good example of how videos can be incorporated on fashion websites. All product pages with clothing items have catwalk product videos, which makes shopping for activewear online that much easier since visitors can observe how fabric folds during movement and how garment sits on a live model.

 

The Body Shop

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The Body Shop is a prime example of how to make the most out of the content. The company features product videos on most of the pages of its best selling products.

Videos are embedded directly from the brand’s YouTube channel, which is a clever strategy to make use of the existing content and to amplify video views. At the end of the video, viewers can see a preview of the next video from the brand’s YouTube library, which prompts them to engage longer with the content.

ASOS

 

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ASOS includes videos on all its product pages which allows customers to get a much better view of the clothing before they make a purchase.

Admittedly having a model posing in a pair of jeans isn’t particularly creative but it’s still worth flagging up as a way of using online video to increase sales.

Onzie Men:

Onzie Men have proved that music really is the key to a good video.

Want more? Ask and you shall receive. Here are a couple of good ones from Nine Line and Training Mask.

So there you go, more solid tips to grow your fashion e-commerce sales. We’ve got more to come in the final installment so watch this space. Meanwhile, you can leave your thoughts below or write to us at marketing@vizury.com

Conversion Tips for Fashion E-Commerce - Part 1

Ecommerce Website Conversion Tips for Fashion Brands – I

Selling things online is an arduous task, and even a single lifeless cog can affect the smoothly running machine. Right from segmenting your customers to well timed post-sales follow ups to keep them in the purchase loop, everything entails close attention to detail and a single slip up can prove costly.

All the information and expertise you need is out there in the digital domain, so we’ve taken it upon ourselves to get it to you.

Here’s the first of a three blog series where we comb the internet to bring you some of the best conversion tips from industry experts. Everything you need to know about optimizing your website, acquiring new users as well as retaining the existing ones is in here. Strap on!

Tip 1- Who are your customers? Create a customer persona

Do you truly know who your buyers are? Do you understand their motivations for buying from you? If the answer to these questions is “no”, there is a good chance you’re not exactly seeing the promised results from your marketing efforts.

Thousands of e-commerce stores across the world struggle with their marketing and product development. And more often than not, this is because they can’t understand or define their target audience.


To solve this problem, you need to dig deep and fully understand your customers. This is where customer personas come into play. In fact, 71% of companies that exceed revenue and lead goals have documented customer personas.

Come this way to read more on this.

A particularly quick way of understanding your customers is asking them these simple yet complicated questions

  • How well does this buyer know your product?
  • What other media offerings do they consume?
  • What problems (jobs) are they hiring you to do?
  • What impact does your product have on their overall life?
  • What jobs are you better positioned to do than your competitors?
  • What questions separate one persona lead from another?
  • Who influences their buying decisions?
  • How do they respond to different rhetorical appeals?
  • What communication channels do they prefer?
  • How early do they adopt new technologies?

Use the persona creator tool at Xtensio to create a more “visual” persona.

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Final results may look like this

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Tip 2 – Home Page Optimization

The homepage of an e-commerce website is a lot like a prime-time television slot. Every product is vying to be there, but only the very best get the slot. It can be thought of as the storefront of your website. This is where you allure, mesmerize, convince, coax, and seduce the visitor down the funnel.

Here’s how you can go about it.

1) Use artwork to make an emotional connection with new visitors on the homepage

Creative imagery is a powerful tool for making an emotional connection with your visitors. However, you should be discerning in your use of imagery throughout your e-commerce funnel, since images can have a significant impact (both positive and negative) on key conversion rates.

Look at what mariecatribs did.

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2) Keep the most popular categories right in front of the visitors.

Giving your visitors a direct option to skip to a category will make them less irritable and provide an engaging user experience.

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When you have a long range of different products, having a brand index might also make sense.

 

3) Give them an amazing search box.

Make your search bar omnipresent. Make it unabashedly tag along with the visitors as they explore your homepage, like zappos.com does.

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If they are at the bottom of your page or scrolling your homepage, don’t make them scroll all the way up to find the search box. Check out what shoebuy did.

 

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4) Personalization based on browser history

As you can see in the screenshot below, checking out a couple of books like Hooked, Change by Design, Don’t make me think etc on Amazon will result in the website personalizing your entire experience by remembering your search history and making recommendations based on the same.

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User data such as user-location, traffic sources, previous purchase and browsing history can greatly help eCommerce businesses personalize their user experience, leading to higher LTV.

5) Will front page carousel improve your conversion rate?

Here are the complete details of a marketing study : http://angner.se/blog/marten-helped-us-find-new-ways-of-doing-business/blog-content

The study shows clear indications that a static conversion optimized top area is more interesting to the users and leads to more engagement!

The A/B-testing result of the public site was totally in line with the eye-tracking study. After the two versions were split tested for a couple of days, the result, albeit derived from a small sample, spoke louder than words. The old version of the site only got 2.06% clicks while the optimized version got 40.53% clicks. The overall engagement also improved slightly.

 

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There is another side of this argument here (An Exploration Of Carousel Usage On Mobile E-Commerce Websites)
A) Don’t use a carousel just to get additional content on the screen. Think of carousels for one particular use case: providing additional content within a specific context. Use a carousel when vertical space is limited, as it is on mobile, and when the content is directly related.

B) Don’t use a carousel if the content isn’t interesting or useful. The first slide has to sell the next slide to the user. Why would someone advance a slide to get another marketing banner unless something is in it for them? Like the rest of our content, carousels need to be engaging in order to be effective. If people aren’t interacting with your carousel, it might not be your carousel’s fault.

C) First slide is important: Don’t use a carousel if you need the user to see all of the content. Even if your carousel is effective, remember that most users aren’t going to see every slide. All of your slides should be ordered by importance. If viewing multiple slides is important but not necessary for your content, I recommend using thumbnails as controls because users are more likely to view multiple slides.

So there you go, some solid tips to grow your fashion e-commerce sales. We’ve got more of the same to come in the next installment so watch this space. Meanwhile, you can leave your thoughts below or write to us at marketing@vizury.com

 

What NOT to do while sending out Browser Push Notifications

Browser Push Notifications for E-Commerce

They visit your E-Commerce website and look at products, sometimes they even add a few to the cart and when you thought they were this close to buying something  – well, they drop off.

The first few times this happened it must have been really disheartening. But when 98% of your website visitors do this  – you wonder why? And then you start thinking if there’s some way you could reach these users and try to bring them back to complete their purchases.

E-Commerce Marketers today are equipped with multiple tools that help them re-engage thier website users – emails, display ads, Facebook ads. And each of these channels have thier own set of advantages and perform within their prescribed boundaries. For example, Kate must look up promotional emails in her Gmail Inbox to read your message – how often does that happen? Or she will have to browse another website/ log-in to Facebook before you can show her some meaningful ads. Again Facebook and Display are paid channels – maybe your marketing budgets just shrunk last month. What happens then?

If only there was a channel that did not need the user to log-in anywhere. What if this channel was free? If only this channel could reach users like emails do, while personalizing your conversations like display ads.

Introducing Browser Push Notifications for E-Commerce. These are notifications sent directly from your website to the user’s browser and can be delivered even if the user is not accessing your website. To make these notifications more interesting, you could personalize them and show relevant product recommendations to every user. Not to forget, you could include product images, description and price for better recall. This is how a Browser Push Notification looks on desktop and mobile – yes they work with mobile website too.

Browser Push Notifications for E-Commerce

We could think of multiple ways to use them and achieve your marketing goals across the purchase cycle. For example, you could recommend frequently bought categories to new users and help them with product discovery. Or you could retarget product/cart drop-offs. With loyalty discounts you could bring back an old customer who’s been inactive lately. With Browser Push Notifications  added to your tool-kit, you can Engage, Convert and Grow your website users and eventually sales.

By now you must be wondering if something’s so good, it must be difficult to implement and use. Turns out, its not. Insert a JavaScript code on your website, encourage your website users to subscribe to these notifications and you’re ready to roll.

Here’s an interesting article about Browser Push Notifications that just got posted on Mad Marketer by Shiju Mathew, VP of Mobile Products here at Vizury .  Shiju, tells us why Browser Push Notifications could be an important marketing channel and how to get it rightfor E-Commerce website. he’s also given some best practice advice in this article. Also, here’s a handy e-book about using Browser Push Notifications to grow E-Commerce holiday sales.

Still curious? Drop me a line at marketing@vizury.com and let’s talk.

 

Infographic: Are You a Smart App Marketer?

App user engagement, display retargeting, push notifications, fight off uninstalls, social, email – Do you use different tools to action multiple App marketing strategies? This makes App marketing complicated, it impacts your ROI as well.

Try Engage Commerce – the only Mobile Marketing Platform that allows you to personalize cross-channel marketing for your App and grow App conversion rate upto 2X.

  • Engage Commerce helps you execute diverse App marketing strategies from one single platform
  • The platform engages users via your owned channels before you spend on display
  • Connects with dormant users and helps you fight uninstalls

Here’s a cool infographic to show how all of this works.

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Boost in-app conversions with video retargeting

Boost in-app conversions with video retargeting

Today, 2/3rds of the world’s mobile traffic is through video, according to Cisco.

The CTR on video ads is significantly higher than other ads. Users who have viewed a video ad of your brand are much more likely to buy your product than those who haven’t.

Video equals user retention and eventual conversion. Marketers these days use video more than ever to market their products and reach out to prospective customers.

Video by far has proven to be the best tool to attract eye balls and it is no different in your mobile app environment. A smart marketer, which we’re sure you are, will make the most of video to reach out to inactive users to bring them back to the app and encourage that elusive transaction. Don’t let your app users slip under the radar, they are too valuable to let go.

And to help you do that, Vizury brings to you In-app Video Retargeting, the newest addition to a host of path breaking features in the App retargeting solution.

So this is how video retargeting works. Let’s say you are an online apparel and accessories retailer,

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This is the general workflow. Now, video retargeting can be done in 3 ways,

1. In-app video ads

Marketers can target their user base with video ads on Google’s ad network which serves 20 million video ads a day in India alone. These video ads have seen 2X better CTR than the usual interstitial ads.

2. Overlay banner

Dynamic banners of the user’s last seen product in your app along with two other recommended products appear on the bottom of the video. Product recommendation is done real time to attract app drop-offs straight back to the product page with banner deep-linking. Push your users closer to the ‘Buy’ button, with love.

3. Companion ads

Companion ads are interstitial banner ads with customized product recommendations that appear at the end of a video. These ads still appear even when the users ‘skips’ the video. Personalize user experience with customized product banners and drive up user retention by 3X.

It’s great to have a million installs for your app. But it wouldn’t mean much if it doesn’t translate into revenue. Studies reveal that, if your user doesn’t come back to your app within 7 days of uninstall, there’s a good chance he or she would never come back. It’s crucial for brands to think beyond installs. And the best way to revive inactive users and reach out to app drop-offs is video.

It’s high time you start doing it if you aren’t doing it already.

Catering to diminishing consumer attention spans

Catering to diminishing consumer attention spans

There was a time before Tivo when people got their information from television ads and infomercials, even managing to remain calm when their favorite soaps cut to ads every now and then. Legend has it that some even considered these recurring advertisements an integral, enjoyable part of the whole ‘lounge about watching TV’ routine, without which the experience felt incomplete. Bizarre, I know.

Fast forward a few generations and consumers now are nothing like the good patient folk of yore. We hardly have the time or the inclination to patiently sift through advertisement banners or those infuriating pop-outs that spring up and surprise us when we least expect them. We’d rather type in what we want ourselves, open the first few links that show up, pick the product off the best one and get back to more important stuff like YouTube writing blogs at work.

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Micro attention spans are no joke, as this infographic from Wyzowl helpfully points out. We’re also reliably informed that this is lesser than a goldfish’s attention span by approximately one whole second. That does sound a bit serious, doesn’t it? So, if you’re a marketer, how exactly do you account for and adapt to these diminishing trends in people’s attention spans?

Rich media advertising – The first phase of an intelligent internet marketing strategy, where you optimize your ads for a wide audience. Your mobile audience, in particular, are notoriously less patient than the ones that browse your site, and it’s important to keep in mind that they’re not going to look at your ads or notifications for longer than 4-5 seconds, before getting back to whatever they were originally doing (A posh term for this would be multitasking). Mobile phones are the ultimate companion device, and it’s crucial to tailor your content appropriately to cater to this second screen syndrome.

For instance, Rich media push notifications, with dynamic images or videos, have been found to hold the user’s interest longer than your standard static Push. By engaging users with rich content, there’s a greater possibility of getting them interested in the ad in a shorter period of time. Marketing statistics back this up, such as this one that says more than 70% your potential customer base prefer to get information about your product through videos rather than plain text. Another scary stat claims that nearly 500 years’ worth of videos being watched on the internet everyday, confirming it’s status as a powerful marketing tool.

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Personalization and brand advocacy – Here’s the part that comes after you’ve won your audience over. It’s becoming an accepted consensus that people tend to react with greater enthusiasm and more importantly, patience, to ads that contain personalized information and recommendations exclusively tailored to the their preferences. Segmenting users based on preferences or location is a great way to reach out to your audience personally. Even something quite straightforward like specific shopping suggestions based on user history does the trick of catching their attention quite effectively. The flip side of this, of course, is to stay careful not to exploit the channel to the point of frustrating your customer with untimely and irrelevant notifications, however individually customized these might be. Figuring out the right frequency is nearly half the job done.

Once you’ve generated certain goodwill with your first few trusted customers, it’s also a great idea to use that for subtle brand propagation. It’s widely accepted that people are more tolerant towards ads from companies that they already recognize through brand recall, or personal recommendations. These might sometimes not even be personal, as a wide range of people are increasingly becoming influenced by populist opinion on social media such as facebook or quora.

While this will happen increasingly naturally once you garner more satisfied customers, it’s also a good idea to customize your website with positive feedback. And no, we’re not talking about glorified marketing shills here. Reaching out to happy customers for testimonials and the occasional case study will lend an air of authenticity to your site, the sort of which grabs the user’s attention in the initial few seconds and forms a great first impression.

Making a great first impression has, after all, always been imperative, but ever-reducing customer tolerance makes it all the more important to revisit your content, personalize your ads and make sure you impress your target audience before they even get a chance to exercise their infamous impatience.