Posts Tagged ‘online marketing’
Business Insider has shared a fascinating look at what helped the Obama campaign raise so much money during his recent successful presidential bid. The key was a highly successful combination of science and creativity – with what has been described as “strange, incessant, and weirdly over familiar” email subject lines and content.
A/B testing is a technique popular with web designers. It involves showing two different versions of a page to users – and measuring which gets the best response (this could be in terms of time spent on page, or the completion of a desired goal – i.e. purchase or successful registration). The Obama campaign triumphed by being brave, cheeky, and optimising subject lines, content and formatting (with often as many as 18 variations) incessantly to find out what achieved the best results for its fundraising emails. In the end, the ‘winning’ email subject line was ‘I will be outspent’ – a rather passive aggressive line that obviously shook Obama supporters with their worst fear: that his opponent would spend more, and win the election on that basis.
This provides a strong reminder of how valuable access to data is, in running successful communications activity. Even if you are working agency-side, and somewhat removed from your client’s analytics – it is imperative to know what is working by getting access to as much data like this as possible from across their channels.
Love the way Unilever are integrating sustainability communications into their Facebook page here – which currently has a healthy 697,000 likes. Within the dedicated ‘sustainable living’ tab on its app the brand asks people what they do and don’t want to hear about from its three sustainability pillars.
The thumbs down sign is almost, but not quite, a forbidden ‘dislike’ button. But in any case negative responses are not displayed – it seems only total thumbs ups are shown.
Participation numbers aren’t high – but that’s probably because it’s buried half way down a secondary tab on its main brands app (and not sure how long it’s been there). They also might want to consider integrating voting with some sort of incentive, e.g. a charity donation – like Petplan UK are doing at the moment on their Facebook app:
Disclosure: Petplan UK are a client
Durex USA are looking to make further in-roads into the US condom market with their new Facebook app which offers couples the chance to get “in sync,” by finding the perfect love song based on their lovemaking styles. As well as a creative means of gamifying individual characteristics in a way that ties neatly, but just about subtly, to the product, this is a good case study in dealing with user data, and Facebook sharing, clearly and sensitively. The Facebook app like gate / splash page clearly tells potential users “Don’t worry. We won’t share your results unless you tell us to.”
stop and think about your marketing efforts, especially if they include ‘old school’ things like developing printed magazines that are mailed to clients… Turn your sights on producing content that’s available in different iterations, depending on the end consumers’ (your target audience) individual preferences… Be paying attention to the analytics on your website and corporate blog and watch how those numbers of people accessing your site from mobile devices is continuing to grow at a rapid pace. Consider producing those magazines in app form or some other digital form that complements today’s mobile lifestyle.
And in case you haven’t seen this yet…