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Looking for Love: Marketing Lessons from the Top Online Dating Sites

Looking for Love: Marketing Lessons from the Top Online Dating Sites | digitalNow | Scoop.it
How do you get searchers to click through to your site? Read here to learn marketing strategies you can use to win the hearts of more of your prospects.
Don Dea's insight:

Well, of the 170 companies who’ve had ads running for the keyword “online dating” over the last 3 months, there are 4 that have proven to be more attractive than the competition.

These 4 have Impression Shares of 87% or higher (that means of ALL the searches performed for the keyword “online dating” on Google, the ads of these companies appeared at least 87% of the time). After these 4, the company with the next highest Impression Share is only showing up about 55% of the time.

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digitalNow
Exploring leadership, management, innovation, and technology issues and trends; impacting associations & non-profit organizations in the digital age.
Curated by Don Dea
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Digital publishers struggling to get real-time data

Digital publishers struggling to get real-time data | digitalNow | Scoop.it
Digital display advertising is growing at a torrid pace, and the publishers that are able to leverage real-time data analytics are likely to be the best positioned to capitalize
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Marketing budgets shift to customer retention | News | Research

Marketing budgets shift to customer retention | News | Research | digitalNow | Scoop.it
More than half (57%) said they expect their marketing budgets to increase over the next two to three years.

This shift in spending comes as consumers increasingly connect with businesses across multiple channels with the customer journey often involving them researching products on their mobile device, purchasing from their tablet and then picking up in the store. According to this study, marketers are beginning to shift priorities toward retention and loyalty and building customer advocacy across each interaction point, beginning with discovery.

As a consequence social and digital channels are emerging as top areas of investment and 53% of respondents said the main reason for spreading their budgets across the entire customer journey is the need to generate higher revenue.

Deepak Advani, general manager, IBM Commerce said: “The brand/customer dynamic is no longer built on isolated interactions. It’s an ongoing relationship that must span all touch points in the customer’s journey. The shifting dynamic and the changing role of the CMO also illuminates a tremendous opportunity for CMOs to further expand their influence, cut through organisational silos, and make an impact beyond just marketing by owning the overall customer experience.”
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Mind measurement | Comment | Research

Behaviours cover everything from what was eaten that morning to what was spent at the supermarket.  But what market research has traditionally done much less of is measuring consumers’ psychological structures. We tend to spend little time measuring personality attributes for example. Some may rightly argue with this, as there is a grey area between attitude measurement and psychometrics (measurement of psychological attributes), but, in the main, it’s a fairly peripheral activity. We tend, for example, not to see the psychometrics forming a core part of a U&A or segmentation study.

But this is puzzling, as having this understanding of your customer base is potentially a very useful tool for marketers. So why has there been this reticence? In my mind it’s for a number of reasons. 
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How CIOs Can Improve Digital Marketing Strategies

How CIOs Can Improve Digital Marketing Strategies | digitalNow | Scoop.it
Marketing departments are planning to spend considerably to enhance their digital capabilities, according to a new survey from Teradata Marketing Applications. The accompanying report, "Enterprise Priorities in Digital Marketing," reveals that CIOs and their tech teams must work closely with marketing to deploy tech that improves customer service and retention. These deployments must fully integrate with existing systems, while being capable of adding on additional features as future demands dictate. Among those present-day or near-future demands: the personalization of the customer experience. "Strategic direction is only as powerful as the investment that supports it," says Darryl McDonald, president of Teradata Marketing Applications. "We've been talking about personalization for years. Now, through digital marketing, custom analytics and marketing as a service, the appetite is real and true personalization is the future. Only a customer-centric strategy that combines technology and data can deliver sustainable opportunities for businesses to drive top-line growth." More than 400 senior marketing professionals participated in the research
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Risky Business Is Becoming Business as Usual

Risky Business Is Becoming Business as Usual | digitalNow | Scoop.it
2 percent said they believe message supervision is critical to identify real risk in their organization, up 13 percent from last year. Eighty-one percent stated that message supervision delivers actionable insight for the business. Sixty-four percent of respondents indicated responsibility exists for all non-compliance-related data production requests related to litigation, e-discovery and HR investigations.
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E-Texts and the Future of the College Bookstore

E-Texts and the Future of the College Bookstore | digitalNow | Scoop.it
The traditional campus bookstore. For many years, college bookstores have been operated in one of two provider formats: self-operated by the institution or contracted to a third-party bookstore operator. If institutionally operated, the financial goal is predominantly to be self-supporting and produce a positive net income. Contracted bookstores usually result in some form of a commission structure to the institution. Over the years, both forms of campus stores have experienced much competition from "off-campus" bookstores and, more recently, online textbook sales. Many institutions currently experience far less than half of their potential textbook sales as students seek less expensive options — or more often, don't acquire textbooks at all.     
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Is personalized content a marketer's dream?

Personalized content has essentially one major benefit — higher response and engagement rates — according to polling of global senior marketers by CMO Council.

But there are also side benefits, according to the report, “Brand Attraction from Enriched Interaction.” Just fewer than half of respondents said “personalized or enriched content” led to more relevant interaction, and more than 40% said it leads to conversions.

And personalized content needn’t be just email or social media-driven, according to research from Adroit Digital, e-Marketer magazine reports. 
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10 ways to keep cool and not lose composure

When leaders blow up, lose their tempers or let their emotions get the better of them, they can quickly develop a reputation as volatile, moody, defensive or having a lack of leadership presence.
Unfortunately, all it takes is one public outburst. When coaching leaders who have received negative 360-degree feedback about composure, I’ll ask them when the last time they lost their cool was. In most cases, it’s on a rare occasion, maybe months ago. However, people remember, and it becomes a tough reputation to overcome.
Maintaining your composure can be hard! Emotions serve us well, especially in dangerous situations. Chemicals are triggered that enable us to run away from or fight an angry bear. Which serves us fine if we are in the woods confronted by an angry bear. Not so good when confronted by an angry co-worker in a meeting.
So what can you do to overcome the urge to throttle your co-worker that says something that sets you off? Here are 10 techniques to try:
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Remember That Time That Company Changed That Thing?

Remember That Time That Company Changed That Thing? | digitalNow | Scoop.it
People don’t like change. We just don’t. Especially when it comes to our favorite sites or apps. When you move our cheese we get confused and angry. In fact, Facebook can’t do anything without a group of people raging about it.

Sure, change isn’t always bad, but in the case of these 10 situations, it was pretty bad.
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Automation, Productivity, and Growth

Is the productivity slowdown a permanent condition and constraint on growth, or is it a transitional phenomenon?
There is no easy answer – not least because of the wide range of factors contributing to the trend. Beyond public-sector underinvestment, there is monetary policy, which, whatever its benefits and costs, has shifted corporate use of cash toward stock buy-backs, while real investment has remained subdued.
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Your Obsession with the News is Killing Your Leadership

Your Obsession with the News is Killing Your Leadership | digitalNow | Scoop.it
News is Overly Negative and Distorts Reality

“Trying to determine what is going on in the world by reading newspapers is like trying to tell the time by watching the second hand of a clock.” – Ben Hecht

News is created to trigger your emotions and capture your attention. News reporters are well-known for writing sensational stories with the aim of selling more advertising and driving new subscriptions. As any journalist will tell you “if it bleeds, it leads”.
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The Tree of Innovation

What is a tree of innovation? There are some innovations so unique that they spawn other innovations. In the tree of 3-D Printing Innovation you have all the ideas and process necessary to get to the point where this new idea could become a reality. These are the roots of the innovation. These would include all the improvements and discoveries in regular printing and the advances in materials development that allow objects to be created.

The concept and the printer itself are the trunk of the innovation. While the trunk is important, it is the branches where the action happens. In 3-D printing you have many uses. For example, there are applications in manufacturing, medicine and the home. Each of these are branches of the innovations that will bear different fruit.
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Semantic Search: Is it Time for a Think-Building Campaign?

Semantic Search: Is it Time for a Think-Building Campaign? | digitalNow | Scoop.it
The New Life of Citations: Links vs. Mentions

The biggest reason to re-evaluate the power of moderated local directories, and related resources, has to do with Google’s shift towards semantic search. If you aren’t aware of this transition, the premise is simple: instead of simply matching keywords to pages that exist in the search engine’s databases, Google’s engineers are trying to get better about understanding the context of the search, and the intent of the searcher.
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3 Guidelines to Avoid Resistance to Change

3 Guidelines to Avoid Resistance to Change | digitalNow | Scoop.it
Here are three guidelines to invite people to participate in the change process, and to minimize resistance to change.

1. Involve people throughout the organization in planning and implementing the change.

The best way to avoid resistance to change is to involve people in planning and implementing the change.

They will have a better understand what the change is about, why it is important and will be more committed to it. When people are asked for help, they are more invested in the outcome.

When a leadership team plans a change effort in isolation, there is much they are unaware of. When they involve people from various parts of the organization, new ideas and information surfaces and they become smarter.

If you involve people in planning, the organization will begin to change during the planning process. If you do the planning in isolation, and then try to get the organization to change, you will be met with resistance – especially from those in the middle of the organization.

2. Support the middle.

Don’t blame the people in the middle of your organization for being resistant to change. Resistance naturally lies in the middle. The hierarchical nature of organizations creates a disconnect between the top of the organization and the frontline. The role of the middle is to convey direction and strategy from the top and to the frontline and to ensure it is implemented effectively.

The middle has the most to lose during a change effort. Will they still be needed? What is required of them in their new role? Will they lose what little power they have?

Involving the middle reduces the disconnect. They become aligned with the senior team. But, if you only involve the middle, you still have a disconnect with frontline. The disconnect simply lies deeper in the hierarchy. You must involve people at all levels in the change effort – middle and frontline.

However, this creates a problem for middle managers because it is at odds with the inherent power distribution of the organization’s hierarchy. How can they sit at the table as equals with those who report to them?

The solution? Senior leaders must join them at the same table, and actively engage in real dialogue around questions like:

Where are we heading? Does it make sense? How prepared are we to get there if we don’t change?

3. The change method itself must reflect the new desired culture.
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12 Steps for Analyzing Unstructured Data

12 Steps for Analyzing Unstructured Data | digitalNow | Scoop.it
ncreasing digitization and the proliferation of multichannel processes and transactions have resulted in a data deluge. Now organizations rely on unstructured data to make business decisions, such as determining customer sentiment, cooperating with discovery requirements and personalizing their products for customers. They must scrutinize information provided by customers and other organizations and dig into information collected from devices. This not only ensures that the organization remains alert to security threats, but it also ensures the proper functioning of embedded devices. Yet traditional data analysis methods work only for what is already quantifiable, whereas reading large, disparate sets of unstructured data results in identifying patterns and connections from unrelated data sources. "Finding patterns in unstructured data can cause revelations," said Salil Godika, chief strategy and marketing officer and Industry Group head at Happiest Minds, an IT services and solutions company. But traditional data scientists must acquire new skills to analyze unstructured data. Here are 12 steps to take when analyzing unstructured data.
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Marketing budgets shift to customer retention

Marketing budgets shift to customer retention | digitalNow | Scoop.it
This shift in spending comes as consumers increasingly connect with businesses across multiple channels with the customer journey often involving them researching products on their mobile device, purchasing from their tablet and then picking up in the store. According to this study, marketers are beginning to shift priorities toward retention and loyalty and building customer advocacy across each interaction point, beginning with discovery.

As a consequence social and digital channels are emerging as top areas of investment and 53% of respondents said the main reason for spreading their budgets across the entire customer journey is the need to generate higher revenue.
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12 Steps for Analyzing Unstructured Data

ncreasing digitization and the proliferation of multichannel processes and transactions have resulted in a data deluge. Now organizations rely on unstructured data to make business decisions, such as determining customer sentiment, cooperating with discovery requirements and personalizing their products for customers. They must scrutinize information provided by customers and other organizations and dig into information collected from devices. This not only ensures that the organization remains alert to security threats, but it also ensures the proper functioning of embedded devices. Yet traditional data analysis methods work only for what is already quantifiable, whereas reading large, disparate sets of unstructured data results in identifying patterns and connections from unrelated data sources. "Finding patterns in unstructured data can cause revelations," said Salil Godika, chief strategy and marketing officer and Industry Group head at Happiest Minds, an IT services and solutions company. But traditional data scientists must acquire new skills to analyze unstructured data. Here are 12 steps to take when analyzing unstructured data.
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46% of Retailers Move to Beacons; 71% Learning Buying Patterns

Here are the benefits retailers have seen since implementing beacons in their stores:

71% -- Able to track and understand browsing and buying patterns
65% -- Able to target customers down to the aisle level
59% -- Customers are more engaged in the store
53% -- Able to create more relevant and compelling offers in the store
24% -- An increase in sales
24% -- An increase in offer redemption
It begs the question of why 54% of retailers are not beaconing.
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These 10 trends are shaping the future of education

These 10 trends are shaping the future of education | digitalNow | Scoop.it
The rise of alternative credentialing necessitates shifts in business model

Just a few years ago, MOOCs were heralded by many as a force that would disrupt higher ed, upending traditional colleges and universities in a new age of massive, open online learning. Though that's not quite what happened, their impact on the space can't be understated. As early for-profit providers like Coursera and Udacity have discovered, there is a demand for the model — though not as it was originally proposed.
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Winners never quit?

Winners never quit? | digitalNow | Scoop.it
Quitters never win and winners never quit.” ~ Vince Lombardi

We believe that because we’ve heard all those stories of people who kept going despite failure after failure until they achieved great success. We never hear stories about the people who kept going despite failure after failure and never achieved anything. And we never hear about people like François Reichelt.

In 1911, Reichelt was one of several people vying for the 10,000 franc prize being offered by Aéro-Club de France for a parachute that could be used by aviators. He approached the club with his design and asked them to test it. They refused on technical grounds, including the fact that he did not have enough canopy to support the weight of an aviator. Reichelt was undeterred.
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A Battle Royale Of Digital Assistants: The Big 5

A Battle Royale Of Digital Assistants: The Big 5 | digitalNow | Scoop.it
acebook is the latest tech titan to try and bring a consumer-focused digital assistant to the largely uninterested populace. M is a largely text-based hybrid assistant that can rely on human knowledge when need be to help answer queries that are a little bit more complicated and may require a human touch.

Apple, Google, Microsoft, Amazon and Facebook now all have their own digital assistants that they’ve been pumping tons of cash into. There are lots of smaller companies also looking to break into this space (which I’ll soon look at separately) but these tech titans clearly have the upper hand at the moment.

To me, it’s a little unclear if consumers are as excited for the prospect of a digital assistant as tech companies, hungry for new sources of data and revenue, are. In a lot of ways most of these services struggle in similar areas where the technology isn’t quite where it needs to be, but each of these assistants definitely have their own flavor with some being clearly being better than others.
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More from less: Making resources more productive

Think limits
The starting point for most operational-improvement efforts is incremental change: taking an existing process as a baseline and seeing what improvements are possible from that point. For example, an organization might begin with actual consumption and identify ideas to reduce it. As Exhibit 2 suggests, an aggressive approach to resource productivity makes almost the opposite assumption. For any process, the baseline is the theoretical limit: the level of resource efficiency that the process could achieve under perfect conditions, such as a hypothetical state in which it produces zero emissions or if the heat it generates can be recovered.
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Leadership Develops When You Escape Your Comfort Zone

Leadership Develops When You Escape Your Comfort Zone | digitalNow | Scoop.it
The Learning Zone

“We need a place of productive discomfort, if you’re too comfortable, you’re not productive. And if you’re too uncomfortable, you’re not productive. Like Goldilocks, we can’t be too hot or too cold.” – Daniel H. Pink, Drive: The Surprising Truth About What Motivates Us

The learning zone is where the magic happens. Your learning zone is the space just outside the comfort zone. It’s the place where leadership grows, success is built and goals are attained.

If you’ve ever pushed yourself to get to the next level in sport, fitness or by learning a new skill you know what it’s like to step outside your comfort zone. You know what it’s like in the learning zone.
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Competency-based programs reimagine college credit

Meeting labor market needs
Other key factors behind the growth are the changing labor market and skepticism about the value of a college degree.

To determine the skills employers are seeking, Western Governors has set up councils of industry representatives to help the school define which competencies students should learn. “We are really employer-driven in meeting these workplace needs,” Mendenhall says.

Institutions must embrace competency-based education because employers increasingly evaluate applicants’ competencies more closely than they do college transcripts, says Ryan Craig, author of College Disrupted: The Great Unbundling of Higher Education (Palgrave Macmillan, 2015).
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Miles Apart: How Men and Women Use Social Media and Mobile

In general, men use social for business and dating. The top reason women use it include relationships, sharing, and entertainment.
Men are 56 percent likely to scan coupon codes; women only 39 percent
...However women are 71 percent likely to like or follow a brand on social for future deals (men only 18 percent likely)
Not all ads work equally: women are more likely to ignore mobile ads. The qualities of an ad that reach men and women equally are: humorous, aspirational, and celebrity endorsements.
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