Price comparison websites (PCWs) are taking over. ‘There has been significant growth in the use of PCWs in recent years’, claims a report by the Financial Conduct Authority, and who can blame us? After all, if we’re in the market for a new TV, we don’t just pay full price. Instead, we’ll pick the make and model that we like and we’ll spend hours scouring the web for the very best deals. But we don’t want our customers doing that, oh no! A bit hypocritical? Absolutely. But that’s how these things work.
We all know the benefits of multichannel marketing – increased exposure and access to wider demographics, for example – yet many of us are failing to create an effective multichannel marketing strategy. Why? It all comes down to inconsistencies across the channels.
Whether it’s making a purchase or signing up for a newsletter, we measure campaign success via conversion, or action taken by the user. So what are the best ways to optimise for conversion?
Social media platforms are now a very ordinary part of life, and even the newcomers to the social media world are already showing huge promise. Snapchat, for example, has over 100 million daily active users, while Vine boasts around 200 million users per month! Networks like this grew extensively because they were in the right place at the right time; we were at a point when real time content was a top priority.
Figuring out ways to take shortcuts is one of life’s joys. We use electric toothbrushes so we don’t have to expend all that energy moving our hand, we use Roombas so that we don’t have to vacuum our carpets manually, and we’re even starting to become a little lazy when it comes to advertising. It’s estimated that up to 80 percent of advertising budgets in the UK will be allocated for programmatic, or automated, marketing by 2018, and it seems we’re in an increasingly programmatic world. Continue reading “Why Brand Measurement Matters in a Programmatic World”
What Is Text to HTML Ratio?
Firstly it’s worth explaining text to HTML ratio. All websites have a certain amount of back-end ‘HTML’ code, used by the developer, and a certain amount of standard text, visible to site visitors. The amount of text in proportion to the amount of HTML is the ‘text to HTML ratio’.