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Sarah Worsham

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Understanding the Online ROI of Offline and Online Advertising

Roi
Roi (Photo credit: olivier.capel)

There is a great article over at The Moz Blog on How to Track the Online ROI of Offline Advertising. Geoff Kenyon mentions some effective measurement tactics, including unique URLs and setting up redirects and campaign parameters in Google Analytics.  These tactics are actually extremely helpful for measuring the ROI of online advertising as well.  I would add a few more tactics, that can be useful for the measurement of ROI in both offline and online advertising… [Read more…] about Understanding the Online ROI of Offline and Online Advertising

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Will People Rate Businesses on Facebook?

FACEBOOK LIKE
FACEBOOK LIKE (Photo credit: owenwbrown)

Facebook has been testing a new feature that displays star ratings (out of five possible) on business pages.  Obviously a star rating system isn’t a new innovation — it’s widely used on eCommerce sites.  Will people spend the time to rate businesses more than just a thumbs up (like)?  Or will this turn into another situation where businesses have to beg for ratings (or pay for them) in order to be seen as favorable? This sort of rating also seems to make more sense when you’re in the midst of doing business with a company, which rarely happens on Facebook.  What do you think?

Facebook is apparently testing displaying star ratings, out of a possible five in total, on Pages on the desktop version of its site, according to a reliable tip received by TechCrunch this morning. Screenshots and live testing show that Facebook has turned on the star rating display for at least a small subsection of users, providing information to network users that goes beyond the somewhat sentiment-deprived basic Like. — A Like Is Not Enough: Facebook Tests Star Ratings Displayed On Pages by Darrell Etherington

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Understanding How Conversions Differ on Devices

Duct Tape Marketing had a great article today on understanding conversion rates for different types of devices:

iPhone Generation
iPhone Generation (Photo credit: xcode)

Digital Marketers use lots of metrics to evaluate the effectiveness of their efforts these days. Not only do we have to evaluate all the different options for social networks, ad display networks, and content creation, but Marketers should be increasingly aware of the types of device displaying their marketing efforts. Unless you have implemented a responsive website that displays the same no matter the device, chances are people are not having the same experience when they click your ad on a mobile device as those that click through on their PC. Let’s discuss some things you need to consider when planning and evaluating the effectiveness of your campaigns across devices. — Conversion Rates for Different Devices 101 by Calvin Sellers

I think it’s important to not only consider the different experiences that people have on different devices, but also their intensions. The type of information you look for on a laptop or tablet often widely varies from what you’re looking for on the phone while in the car.  Especially for businesses with a retail location (or restaurants), making sure that phone, hours, location (and menu) are front and center on any mobile experience can help improve conversions immensely.  And taking into account what people are trying to do in different situations with different devices will help you identify different conversion paths to improve.

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