Netflix crea un 'Personal Trainer’ con los personajes de sus series

Cada vez es más evidente el cambio en los hábitos del consumo de contenidos audiovisuales, especialmente los enfocados al entretenimiento, ya que las plataformas streaming (SVoD) y el Video-on-Demand (VoD) sigue en aumento.

Se estima que para el cierre de 2017, los ingresos por VoD serán superiores a los 16 mil millones de dólares a nivel mundial. Sólo el SVoD tendrá un volumen de mercado de 11 mil millones de dólares, de acuerdo con datos de Statista.

Una de las marcas líderes en este sector es Netflix -que, en el último año creció un 35 por ciento, reportó ingresos por 8 mil 800 millones de dólares-, posición que mantiene gracias a diversos factores, como el ser una de las primeras en entrar a este mercado, pero otros que destacan son sus contenidos originales y las estrategias de marketing que implementa.

Una acción reciente es diseñar un gadget o o wearable deportivo que permite a los usuarios contar con un ‘personal trainer’ que los motive mientras realizan alguna actividad física. Todo con la voz su persone preferido de las series originales que tiene la plataforma.

Se trata de ‘Netflix personal trainer‘, un dispositivo que se conecta a los smartphones o tablet vía Bluetooth que, mediante un acelerómetro es capaz de detectar el nivel de actividad física para que, cada vez que detecte que se reduce, reproduce una face ‘motivadora’ muy al estilo del personaje que se elija.

Así, se puede escuchar a Frank Underwood, Jessica Jones, la propia reina Elizabeth, o Pablo Escobar decirte algo mientras mientras escuchas música, ves Netflix o cualquier otro contenido multimedia.

La idea es que los usuarios sean quienes armen su propio ‘personal trainer’, para ello la compañía de Los Gatos publicó las instrucciones -se requieren conocimientos básicos en electrónica y programación- en su sitio ‘Netflix Make It’, espacio que tiene la compañía para impulsar a que otros compartan ideas que puedan ser ejecutadas por la propia gente.

Este tipo de iniciativas no es es nueva, ya conocemos los ‘Netflix stocks’, que detectan cuando el usuario se duerme y pone en pausa la serie o película que se esté viendo, o el ‘Halloween doorbell’, que permite pausar la transmisión mientras se atiende a niños que tocan la puesta en busca de dulces.

Sabemos que Netflix se ha posicionado como una de las principales productoras del momento, gracias a producciones originales como Stranger Things o Narcos, –algo que reforzará con películas, documentales y series animadas-, sin embargo, este tipo de proyectos son una gran acción para reforzar el engagement con su público.

Esto es importante entendiendo que el mercado se vuelve cada vez más competitivo, y que plataformas como Amazon Prime, Apple Music y HBO GO están ganando presencia en el mercado a través de una estrategia similar, con contenidos propios.

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¿Qué nos pueden enseñar los mensajeros de UPS sobre marketing digital?

¿Alguna vez te has preguntado cómo se optimiza el trabajo de logística en las compañías de mensajería? Personalmente, siempre lo imaginé como algo sumamente complicado, como un proceso para el cual se requiere todo un equipo de “genios” trabajando de la mano; lo mismo que una mancuerna entre estadística, matemáticas, big data y logística que darían como resultado la reducción efectiva de distancia, tiempo y costo para hacer entrega de una sola parcela. ¿Pero realmente se hace de esta manera? En efecto, hay profesionales cuyo trabajo es resolver matemáticamente el llamado “Problema de Ruteo de Vehículos” (VRP por sus siglas en inglés), lo que se logra con un conjunto de complicados algoritmos que ayudan a agilizar el proceso de logística. Sin embargo, tomando como ejemplo a la compañía estadounidense UPS, una de las empresa de mensajería más grandes del mundo, nos damos cuenta que incluso el más complicado proceso de optimización debe iniciar con un simple y pequeño cambio, el cual se tiene que realizar a conciencia de que el resultado para la empresa será palpable en un plazo largo. En el caso de los choferes de UPS, la recomendación es sorprendentemente trivial: por favor, no giren a la izquierda.

Sí, lo leíste bien. UPS introdujo una política que obliga a sus mensajeros a minimizar el número de vueltas a la izquierda tanto como sea posible. En consecuencia, solo el 10 por ciento de sus vueltas son a la izquierda. ¿Cómo hicieron para que esta política impactara en el rendimiento global de la compañía? UPS asegura que gracias a esta regla, gastan 38 millones de litros de gasolina menos, que emiten 22 mil litros menos de dióxido de carbono y que hacen entrega de más de 350 mil paquetes adicionales a los que ya hacían cada año. Además, han recortado el número de sus camiones a mil 100, los que le da a la compañía un ahorro total de 45 millones de kilómetros recorridos por año.

Pero esta impresionante historia de UPS, aún pensando que forma parte de la logística, puede convertirse en una lección invaluable no sólo para mensajeros o las compañías involucradas en el negocio del transporte; también hay aspectos significativos que el día de hoy se pueden trasladar al marketing digital. Frecuentemente cuando platico con clientes o especialistas de marketing, tengo la impresión de que prestamos mucha atención a los enormes y revolucionarios cambios que se supone día con día deben brindarnos una mejora sustancial. Nosotros queremos cambiar muchas cosas al mismo tiempo, intentar soluciones radicales, incluso elaborar nuestros propios sitios web o tiendas online desde el comienzo; mientras tanto, a menudo existe un camino mucho más simple para mejorar los resultados de nuestra página, y aunque sean cambios pequeños, estos serán introducidos sucesiva y consistentemente. Y esas pequeñas modificaciones que iniciaron con algo tan sencillo como el lugar o el color del botón CTA de nuestra página web, una mejora de la estructura o forma de exposición de ciertos elementos pueden engrandecer nuestros resultados financieros en un cierto porcentaje, lo cual, anualmente significa una alza importante en el ingreso, sin necesidad de agregar otros costos que no convienen.

Un buen ejemplo de esto puede ser el caso del tiempo necesario para cargar una página web. Según datos compartidos por KISSmetrics, el 40 por ciento de las personas abandonan un sitio web que tarda más de tres segundos en cargar. Además, por cada segundo más en responder puede tener una reducción del siete por ciento en conversiones. ¿Alguno de nosotros quiere arriesgar el siete por ciento de nuestros consumidores potenciales porque nuestro sitio web – por el cual probablemente pagamos y dedicamos horas para mejorarlo – no está correctamente optimizado?

Como mercadólogos y emprendedores online inteligentes, nosotros debemos dejar de ver hacia las soluciones revolucionarias (y frecuentemente costosas) que nos prometen grandes resultados en un periodo corto de tiempo, y en cambio, debemos enfocarnos en trabajar en los fundamentos de nuestros sitios web y buscar mejoras que sean más baratas. Sin embargo, la clave es el análisis y la observación apropiados, así como los bien planeados y ejecutados test A/B. Entonces, a partir de ahora debemos de observar y analizar nuestras páginas, introducir y testear los cambios, y utilizar únicamente los sistemas o programas de marketing costosos cuando se acaben las formas más orgánicas de mejorar nuestras páginas y sus resultados. Como dice el refrán: solo mueve la montaña quien empieza quitando las piedras pequeñas.

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Are You Forgetting About Middle of the Funnel Content?

Are you creating great content and seeing no return? Are you baffled because your content performs great on social and generates a lot of traffic to your site, but results in high bounce rates and low conversion rates?

Your problem may not be your content or the way you are promoting it. Your problem may be a lack of middle of the funnel content. If your site doesn’t bridge the gap between introductory content and decision stage content, how do you expect your audience to make that leap?

I’m sure you have great content and your products / services page is superb, but none of that matters to your audience. Your audience thinks in one mode, and that mode is ‘what can you do for me today?’ Therefore, you need to provide valuable, educational content at every stage of the funnel. You’ve grabbed the attention of your audience, now you need to keep it. Let me provide an example from my own life.

Working Out While Working Through the Funnel

Do you exercise at home? Have you ever burned a few calories with Jane Fonda or found yourself sweating to the oldies with Richard Simmons? Maybe you’ve hit your max with Jillian Michaels? My personal favorite at-home trainer is Shaun T. He created the Insanity and T25 workouts, which I highly recommend. It’s a great, full body workout. The best part is I can do it in my own home, on my schedule.

I will admit, I have not always been a fan of at-home exercise tapes, DVD’s or streaming services. As a college athlete and lifelong gym enthusiast, I thought working out at home in front of your TV was a laughable form of exercise – particularly for someone in their twenties. What changed my mind? Middle of the funnel content.

As we all know, the hardest part about working out is actually getting to the gym. We all lead busy lives. At the end of a long day it can be a struggle to stay awake for primetime, let alone have the energy to workout. And waking up an hour early to workout? I don’t think so. This is the predicament I found myself in a few months ago. I shared this problem with a few of my colleagues, in the hopes of finding a solution. They suggested I ‘make more time for myself’ or ‘go running at my local park.’ No. I am not a magician so I can’t wave a magic wand to ‘make more time’ appear, and I have watched enough Law & Order to know that running alone in the park is how you get murdered.

I began searching for ways to supplement my weekly workout. After combing through countless nutritional guides and articles about exercising from your desk chair, I found a five-minute ab routine by Shaun T. It was a free instructional video and it fit my needs perfectly. The download didn’t even require a form fill.

I started to use the video on a regular basis, sometimes multiple times a day. It was quality content. As I found myself using the video more and going to the gym less, I wondered if I should purchase a subscription to the full workout package. At this point, I was still skeptical.

Could I really cancel my gym membership and make a purchase decision based only on five short minutes of content? No, but before I completely ruled it out I wanted do some research.

Logically the first place I went for information was Shaun T’s website shauntfitness.com. The website was simple but the content offerings were robust. The site featured two membership options: free and premium. The free membership included workouts and weekly fitness challenges, and the premium membership included workouts, weekly fitness challenges, a training camp, nutritional guide, and access to their community.

Before signing up for either membership, I decided to look at the associated social media pages. I was pleasantly surprised. Their Twitter and Instagram feeds, instead of ads, featured encouraging quotes and tips to help people on their journey to health and happiness. Their Facebook page featured the same encouraging content as well as weekly, and sometimes daily, workout videos that ranged from five to twenty-five minutes in length and covered a wide variety of exercises.

I decided to sign up for the free membership and incorporate the workouts into my daily routine. Unlike other subscription services, I did not find myself bombarded by emails to upgrade my membership. I only received quality, relevant content.

After roughly thirty days of using the free membership and Facebook videos (not to mention the five-minute ab routine), I made the decision to cancel my gym membership and subscribe to Shaun T’s premium membership.

Middle of the Funnel Content Influenced My Purchase Decision

So what made this all possible? Middle of the funnel content.

I was originally attracted to the Shaun T brand by the five-minute ab video (top of the funnel content), but even after repeated use I had no intention of making a purchase. It wasn’t until I discovered the free membership and additional videos (middle of the funnel content) that I was persuaded to make a purchase.

Companies sometimes forget the important role middle of the funnel content plays in the buyers’ journey. Just because a visitor is on a blog post or landing page does not mean that buyer is ready to make a purchase decision.

How to Make Middle of the Funnel Content a Priority

Companies need to always provide value and education to their audience, from the time they attract a prospect at the top of the funnel, to the moment they make the decision to become a customer, and at every touchpoint in-between.

Middle of the funnel content can sometimes be hard to identify. Below are some tips to help you make sure you are bridging the gap for your audience and not asking them to jump to conclusions.

These are the three places I most commonly see companies forget about middle of the funnel content.

Email Campaigns

In the experience I described above, I provided my email address to receive a free membership to an online video library of at-home workouts. I thought the content offer was a fair exchange for my email address. I also appreciated that they did not clutter my inbox with incentives to upgrade my membership.

This experience could have been improved if they asked what muscle groups I wanted to work on or what exercises I was interested in learning more about, and then tailoring the content to those interests. If I was only interested in discovering new ways to tone my core, but instead received a series of videos on squats and arms, I could have been deterred and unsubscribed.

Similarly, you should create email campaigns and workflows that follow your customer’s interest and nurture them from lead to customer.

Tip: Next time you create an email campaign, ask yourself: is this person ready to buy after opening this email, or does he or she need more information?

Blog Posts

Blogs are the voice of your company. They are typically a semi-casual form of communication between you and your audience, allowing you to provide education on a product or service, comment on a hot button issue, assuage concerns or misconceptions, or highlight ways in which you provide value to your customers. Yes, blogs are wonderful – but they rarely influence a final purchase decision.

Blogs are typically TOFU content and should be treated as such. Why? Because even a beautifully written, education-rich blog post can result in a bounce, if it ends with a call-to-action asking the reader to buy now.

Tip: Try to create a spider web of content. I’m not saying trap your audience, on the contrary I’m suggesting that each blog post should be written with the intention of expanding on the topics discussed in additional posts or pieces of content (tools, ebooks, worksheets, etc.)

For example, if you work for a fashion merchandiser and you write a blog about the three hottest fashion trends this season, your next three blogs should expand upon each of those trends in more detail. Once a visitor has read both pieces of content, that visitor will be better educated on the topic and thus in a better position to make a purchase decision.

Influencer Marketing

Companies commonly forget that in most cases one post by an influencer is not enough to persuade a purchase decision. Influencer marketing is a two-step process.

Influencer Content + Relevant On-Site Content = New Lead

Influencer content is the first step to educating a new visitor about your brand. You need to nurture that new visitor and provide content related to the original post that grabbed his or her attention. Introducing a new prospect to your brand then immediately asking that person to buy is too aggressive. You need middle of the funnel content to bridge the gap and educate your audience.

Tip: Ask yourself these questions each time you create or manage influencer content:

• How does this piece of content relate back to my brand and my product / service offering?
• Do I have a piece of middle of the funnel content to link back to?
• Do I need to create a piece of middle of the funnel content to link back to?
• If new visitors consume the influencer content AND the on-site middle of the funnel content, will they understand the products / services my company provides and how they can provide value to their life?
• Did I educate my audience with this content?
• Did I provide value with this content?

Create a Strategy that Includes Middle of the Funnel Content

Now that you understand the importance of middle of the funnel content, begin to strategize.

Content creation does not need to be a linear process. If you already have a great bottom of the funnel piece of content (case study, demo video, customer testimonial), then work backwards. If you have a blog post that generates a lot of traffic but has a high bounce rate, think of ways you can expand on the topics discussed in that post.

Content strategy is like a choose your own adventure game – it doesn’t make much sense if you introduce the hero then talk about how she saved the kingdom with no information in-between.

Have fun with it! You will inevitably go down roads that lead to success, as well as some dead ends. Develop content, learn from your mistakes, and always create a path that includes the top, middle, and bottom of the funnel content.

By Katie Schieder, Arc Intermedia Inbound Marketing Manager

The post Are You Forgetting About Middle of the Funnel Content? appeared first on BuzzSumo.

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Algoritmos en redes sociales ¿aliados o enemigos de tu estrategia de content marketing?

Content marketing y redes sociales son dos conceptos que en la nueva etapa que vive la industria del marketing son intrínsecos. El contenido -más allá de los esfuerzos promocionales tradicionales- se ha convertido en uno de los principales vehículos para conectar con audiencias cada vez más escépticas a los formatos publicitarios tradicionales, mientras que las redes sociales se ubican como uno de los medios con mayores posibilidades para conectar de manera efectiva con públicos más específicos desde un espacio que se ha convertido en una de las fuentes de información más habituales para el consumidor de contenido.

Bajo este paraguas, cifras publicadas por Outbrain destacan que las redes sociales son el recurso de distribución más utilizado (83 por ciento) por las marcas dentro de sus estrategias de marketing de contenidos, con lo que se ubican por encima de otras plataformas como el e-mail (78 por ciento) o sitios web de terceros (67 por ciento).

Al respecto, Alfonso Bribiesca, fundador de Vexilo, destaca que “una de las principales bondades de las redes sociales es que permiten generar una comunicación cercana y efectiva con los usuarios. De esta manera, las plataformas de interacción social parecen ser el lugar en el que todas las marcas deben estar para optimizar sus oportunidades para conectar de manera efectiva con el consumidor”.

Aunque esta relación no es nueva -con el tiempo sólo ha evolucionado- la realidad es que en tiempos actuales, en los que automatización parece ser la norma, hablamos de un terreno que para las marcas y sus equipos estratégicos supone importantes desafíos, fenómeno que parece estar dictado por una sólo palabra: algoritmos.

Principales recurso de distribución en content marketing

Dartos mundiales publicados por Outbrain

 

83

Redes sociales

78

E-mail

67

Sitios web de terceros

Para seguir leyendo da click aquí

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Make no mistake: content errors harm your brand and SEO

How to optimize for audience trust. Plus, four tips for dealing with mistakes that can kill your brand’s reputation.

Trust matters. Whether you’re creating content for a standalone brand publication or a company blog, you want people and search engines to trust the information on your website is accurate and current.

Now, with engagement metrics seemingly becoming a larger factor in SEO, you can’t have one without the other. Google won’t trust (and reward rankings to) a website that doesn’t attract and engage an audience, and visitors won’t trust (or even find) content that doesn’t rank well on Google.

Trust is how you build that audience.

For publishers, content is your product and your brand. You establish a relationship with your audience through the content you publish.

Sometimes your content will simply fail to generate the traffic, rankings, shares, and leads you were hoping for.

But something even worse could happen. For most publishers, it’s inevitable. It’s not a question of if, but when.

You could publish content that contains inaccurate information. Not just small typos or spelling mistakes – stuff that’s worthy of an apology and a correction (or even a retraction).

Will such a huge mistake be forgotten by the following day? Perhaps, especially if you’ve built a really strong brand and you don’t make any more huge mistakes.

But if your brand consistently publishes content filled with errors, will it make your core audience start to question whether your brand can be trusted? Absolutely. Your brand will look amateurish.

People have zero tolerance for content that wastes their time.

Losing the trust of your audience will ultimately damage your brand and cause serious harm to your SEO efforts.

Optimize for your audience

You need to have a clear idea of your target audience. Who do you want visiting your site on a regular basis?

• What are the demographics of your target audience? Age, gender, location, job title, and income level are just a few elements that might matter to you.
• What topics are of interest to your target audience? What are their wants, needs, and pain points?
• What’s your content goal? Why are you creating this content – will it be the best answer or solution to a question or problem your audience has?

Figure out what topics your target audience wants to read about and will engage with. Provide that content to them and speak to them in their own language.

Optimize for authority

Although author authority may have gone out of style, authority still matters to your audience. They want to know the content they’re reading or watching comes from people who know their stuff. In other words: authors who are experts in their industry or niche.

• Do your authors have full biographies? At minimum, they need a byline, photo, and details on their career and areas of expertise. If any of these elements are missing, it raises serious questions.
• Do you make it easy for people to find contact information for your brand? Give your audience ways to connect with you how they want, whether it’s via social media, a contact form, email, or phone.
• Do you link to your sources? Doing so gives credit to the work that helped make yours possible, helps strengthen your argument, and can be helpful for anybody reading who might want to go deeper into that subject.

Optimize for accuracy

Your audience demands you to be accurate. When you get it wrong, you’ll hear about it – in your comments section, on social media, and (should things spiral too far out of control) on other websites.

Or, even worse, you won’t hear anything at all. Traffic will just slowly erode.

Have you ever tried out a new restaurant and experienced terrible service or received the wrong order? Or both? Did you go to a review site like Yelp or TripAdvisor to give the restaurant a scathing 1-star review – or did you simply just never return to that restaurant? (Either outcome is bad for you, obviously!)

After you’ve done all the hard work of optimizing your content to get someone to visit your site, don’t greet that user a terrible content experience. Don’t let one of your worst moments be their first experience with your brand. They likely won’t be back.

• Is your content edited well? Hire a great editor and content team or outsource your content marketing to a proven agency that will handle it for you.
• Is your content objective? Acknowledge any biases you may have, explore multiple viewpoints whenever possible, and always try to avoid potential conflicts of interest.
• Is your content current? Make it part of your regular routine to check old content. Update as needed.

Optimize for reputation

Building up a loyal, engaged audience or community has big benefits. Direct visitors spend far more time on your site and consume far more pages per month, according to Pew Research.

Readers who find your content valuable (because it is useful, solves a relevant problem, provides insight, shares a new discovery, or is just entertaining in some way) are also more likely to share that content, which leads to more people discovering your great work, subscribing, and sharing future content pieces, further expanding your reach.

The surest way to fail to halt any momentum or see your audience abandon you is to publish subpar content. As the old saying goes, bad news travels fast.

If a site declines in quality, for whatever reason, people will notice. If you screw up, people will talk about it.

In an era where fake news, alternative facts, gossip, and anonymous claims are reported as fact, your brand must hold itself to the highest standard. “Publish first and apologize later” is a losing model in the long-term.

Ultimately, people can love you or hate you for what your content says. But if your loyal audience loses trust in you, they simply won’t be there anymore.

4 tips for dealing with harmful content errors

Whether it’s mainstream media or an industry/niche site, editors are the last line of defense. Be ready.

1. Have a Plan

We all know the importance of having a social media crisis management plan. Do you have a plan in place should your content create a crisis?

Just as you should have a fire escape plan if the worst happens at your home, it’s better to have a content “fire” plan and not need it than to never have one. Decide who will own it. Ideally it should be one of the top editors or the trusted “face” of the publication.

After the crisis has passed, review whether your plan worked or failed. Adjust for the future (though hopefully you won’t have a repeat, right?).

2. Act Quickly

Internally, make sure everyone who needs to know what is going on is apprised of the situation.

Externally, acknowledge the problem across your digital channels and platforms. Explain what you’re doing to address or fix the error. Apologize.

Update the post or be present in the comments and on social media around discussions about your content crisis.

Aside from being combative toward upset readers or customers, appearing unresponsive is one of the worst things you can do now.

3. What Should Happen To Your Post?

When things go so wrong the only option you have is to remove/retract the post, what should you do? Generally, it comes down to three options:

• Leave the post. Take your lumps publicly. Make sure an editor’s note or a correction appears at the top of the article. In theory, when you admit you screwed up, it will restore some level of trust. See Rolling Stone’s “A Rape on Campus” as an example of a publication that left a controversial article on its site.
• Leave the page. But only with a correction or apology, explaining what happened. Here’s an example from Upworthy, which had to retract a post on artificial sweeteners.
• Delete the content. Ideally, 301 redirect the page to a page on the same or a similar topic, or if that doesn’t work, to the homepage. If the information is inaccurate, you may decide to just get rid of it. You have to decide if it’s worth bringing people to a page that has zero value to you.

4. Reduce the Odds of Having a Disaster

A few quick tips to prevent some major and minor errors:

• When in doubt about the claims made in an article, ask the writer for evidence (e.g., images/documents).
• If still in doubt, ask for more evidence (and consider legal advice, depending on the topic).
• Publish images as evidence (don’t just claim you “have images”), especially when there is no previously existing documentation.
• Check names (people, places, things).
• Check job titles.
• Attribute ideas/quotes to original source.
• Verify and link to useful sources.

You are what you publish

One major content error could be a fluke. Twice might be a coincidence. But after this point, clearly there’s a bad pattern. Your editorial process needs fixing.

It’s sort of like that famous scene from “Monty Python and the Holy Grail” where the Black Knight is fighting with King Arthur. You can say your content errors are “just a flesh wound,” but really your brand is being sliced to bits.

There’s a lot of pressure to provide readers with a steady dose of content that is educational, informative, inspiring, or entertaining. But that doesn’t mean you should ever lower your standards.

You are what you publish. All the SEO in the world won’t help if the content you publish compromises the health of your brand.

 

Danny Goodwin is a content strategist at Longneck & Thunderfoot, a brand publishing company. A professional editor, writer, and ghostwriter with over 10 years of experience in marketing, he has created content for SMBs and global brands alike, spanning all things search and digital. He was formerly the editor of Search Engine Watch. Follow Danny on Twitter.

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3 ROI-positive ways to segment your remarketing audiences

Everyone knows that remarketing is an efficient method of bringing back users to get them to convert.

But are you being smart about your remarketing efforts? It’s not a one-size-fits-all endeavor; segmentation is a huge part of the picture.

In other words, don’t just dump everyone who has visited your site and remarket to them; think about how you can segment visitors into groups of identifiable characteristics that can allow you to create a more tailored (and ROI-positive) experience. In this post, we’ll explore three simple segmentation types that can drive huge results for your remarketing dollar.

1) Audience segmentation based on website interaction

This allows us to understand and speak to a user’s intent. For example, compare someone who has visited the home page and bounced with someone who has gotten to a signup page/lead form/add-to-cart page and bounced; we know the latter person has higher intent. At the very minimum, you should be segmenting your audiences by “researchers” vs “high intent”. “

Researchers” should include audiences who have visited more high-level pages such as the home page, about page, blog, etc. “High Intent” would consist of audiences that got lower in the funnel – product page, services page, lead form, etc. For each of these audiences, you should tailor ads specifically, supplying the right customized messaging and creative to push them further down the funnel.

2) Segmentation by time

One thing you want to avoid is being that annoying company that follows people around, showing them the same ad over and over again. By segmenting audiences by how long ago they visited your site, you can avoid this scenario.

For example, let’s segment audiences by week. In week 1 since they have visited the site, you should them a specific ad (with tailored creative and messaging). In week 2, you experiment with a different message, creative, etc. And in week 3, if they still haven’t come back to convert, perhaps you can get more aggressive and offer an incentive/discount/promo.

3) Segmentation by Google Analytics data

If you have a decent amount of traffic visiting your site, multiple pages with great content, etc. – you’re well positioned to leverage all of the advanced capabilities of Google Analytics to create remarketing audiences.

Some great ways to segment out audiences include time on site, number of pages viewed, and Google Smart Lists – which leverage Google’s machine-learning capabilities to identify users most likely to convert in subsequent sessions and dynamically manages the audiences to focus on those users.

I haven’t talked about bidding yet, but the success of all of these segmentation types will also rely on bidding nuances – e.g. bidding more for higher-intent users than for researchers. Bucketing more valuable users will allow you to be more aggressive when warranted while keeping bids conservative for users you’re trying to simply re-engage.

With the right mix of segments and tailored bids and ads, you’ll be well on your way to remarketing success.

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Marvel muestra nuevo trailer de Guardians of the Galaxy Vol. 2

Una vez más se constata que el Universo Cinemático Marvel (MUC, por sus siglas en inglés), junto con Star Wars, son el mejor negocio de The Walt Disney Company, afianzándola como una de las principales compañías de entretenimiento a nivel global.

Esta semana Marvel Entertainment aplicó una estrategia similar a la de 21th Century Fox (ayer) al anunciar el lunes a través de acciones de marketing digital que el 28 de febrero lanzaría el nuevo trailer de Guardians of the Galaxy Vol. 2.

Los productores sorprendieron pues Chris Pratt, quien interpreta a ‘Star-Lord’ asistió como invitado al programa Jimmy Kimmel Live para hacer la presentación del trailer de la cinta que se espera llegue a cines en mayo próximo.

La acción resultó, el programa compartió el trailer en su canal de YouTube y en el Twitter de Jimmy Kimmel. En la plataforma de videos de Google rebasa el millón 200 mil reproducciones, mientras que en el perfil del conductor motivó la interacción de los usuarios, acumula más de 17 mil retweets y 22 mil Likes.

Esta vez Marvel pudo excederse un poco, pues el video compartido muestra bastantes cosas de la trama de la película. Vemos además de Star Lord, a Gamora, Drax, Rocket y Baby Groot. Pero también se presentan Ego (padre de Star-Lord e interpretado por Kurt Russel), así como Ayesha (Elizabeth Debicki) y Nebula (Karen Gillan).

Pese a ello, está claro que Disney buscará repetir el éxito obtenido con ‘Guardians of the Galaxy’ (2014) que, de acuerdo con datos de Box Office, tuvo un presupuesto estimado en 170 millones, pero recaudó en taquilla más de 774 millones a nivel mundial.

Su estrategia digital es importante, como mencionamos al principio de lanota, además de presentar el trailer, también publicó un nuvo poster para la cinta en sus redes sosciales.

Check out the new Marvel Studios’ #GotGVol2 poster! http://pic.twitter.com/7fuagqIWvk

— Marvel Entertainment (@Marvel) 1 de marzo de 2017

Además, la secuela está escrita y dirigida por James Gunn, es el inicio para la nueva etapa del MUC, ya que en algún punto se encontrarán con The Avengers para la cinta en la que enfrentarán a Thanos.

The post Marvel muestra nuevo trailer de Guardians of the Galaxy Vol. 2 appeared first on Revista Merca2.0.

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