Split testing for SEO
To customize your online marketing campaigns you need to implement split testing techniques that give insights into which aspects and elements of your marketing campaigns are working well and which need improvement.
Through trial and error split testing you can work on optimizing call to action buttons, page layouts, images, content, keywords and titles; all of which are crucial marketing factors when it comes to driving more traffic to your site and increasing the CTR (click-through rate).
The more relevant the content is in relation to the keywords that visitors actively search for the higher you could rank on Google’s SERPs.
Programmatic advertising
What is programmatic advertising? Acuity defines this as: ‘Programmatic advertising is the automated buying and selling of online advertising. This automation makes transactions efficient and more effective, streamlining the process and consolidating your digital advertising efforts in one technology platform.’
Programmatic advertising is changing the face of online marketing with more than 80 percent of online advertisements in the US set to be automated by 2020.
According to singlegrain.com: ‘it is expected that by 2023, brands will spend $25.1 billion annually on marketing automation, and the majority of them intend to use it for cross-channel campaign management software.’
‘Walker Sands State of Marketing Technology 2018 points out that in 2019 around 65% of marketing companies will spend more on martech, while only 5% want to decrease this spending. The majority of CMOs are actively adjusting the annual funds that they plan to invest for innovations next year.’
Programmatic advertising gives digital marketers the ability to target the right audience with the most relevant product or service.
‘Through automation and machine learning, programmatic creates an environment that enables marketers to reach their most meaningful audiences more efficiently than ever before using digital media to deliver the best results.’
‘However, programmatic is not the future of advertising, it’s already here. If you are not taking advantage of its potential in some capacity already you are missing out on the potential to save money and see better performance in your online advertising campaigns.’
To read the full article by acuityads.com click here.
Personalized content
A personal approach to marketing is the way to go if you want a successful marketing campaign that has a high ROI. With user data providing precise and valuable information including purchase history, customer behavior and search patterns, and now with the developments in Artificial Intelligence, personalized content has become a growing trend.
Consumers are more likely to engage with personalized ads and content as opposed to the vast amount of generic content. Marketo, a marketing automation and software company launched its Ad Bridge tool that helps businesses to customize their online ad campaigns depending on consumer behavior.
Personalized content plays a key part in successful marketing as consumers like tailored content that is both relevant and engaging.
Doug Winter, the CEO of Seismic, said: “content personalization throughout the customer journey—from first-touch to close—is imperative. Much like how marketing automation disrupted the marketing landscape about a decade ago, marketers today that can execute a holistic and efficient content personalization process before their competitors do will be in a much better position to win more deals and close more sales.”
