Internet V2 Will Be Cryptocurrency Technology Based!

Friday, March 16, 2018

Marketing Day: SMX insights, programmatic native ads & reactions to Twitter’s policy update

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

Please visit Marketing Land for the full article.

from Marketing Land - Internet Marketing News, Strategies & Tips

Get your #SMXInsights here! Tastiest takeaways from SMX West 2018

Relive the magic of SMX West (and catch up if you couldn't make it to the show) with the most valuable #SMXinsights.

Please visit Marketing Land for the full article.

from Marketing Land - Internet Marketing News, Strategies & Tips

Why you should be using programmatic native ads

Native ads have so much potential that I don’t believe is being explored enough today. True, they may not seem all that interesting if you only focus on your bottom line. A good retargeting strategy for display ads might generate more conversions if you’re looking to sell a product. However,...

Please visit Marketing Land for the full article.

from Marketing Land - Internet Marketing News, Strategies & Tips

How to Segment Your Target Audience with Generational Marketing

It’s no secret that people from different generations have different values, mindsets, and behaviors. As a business, you’ve to use this concept to your advantage.

All too often I see companies that launch a broad stroke marketing campaign in an attempt to reach as many customers as possible.

While I commend the approach and thought process, it’s an ineffective strategy.

It’s much more effective to segment your marketing campaigns based on different generations. Don’t try to reach Millennials and Baby Boomers with the same advertisement.

Rather than speaking to both of these generations, you’re campaign will end up being a complete miss.

I created this guide to show you how you can use behavioral analysis improve your marketing campaigns. By segmenting your target audience, you’ll be able to enhance customer engagement and increase conversions.

I’ll explain the differences between:

  • The Silent Generation
  • Baby Boomers
  • Generation X
  • Millennials
  • Generation Z

Understanding how these different generations think and behave will ultimately help you improve the customer experience.

image3 13

This is valuable information for every business because your customers fall into one of those generational categories.

Depending on the size and scale of your company, you may even have customers from several of these generations. While other businesses may be in a niche category and only be targeting one of these market segments.

Regardless of your situation, this analysis will help improve your business. Here’s what you need to know about each generation.

The Silent Generation

People who were born roughly between 1925 and 1942 are members of the Silent Generation. This generation is also known as the “Lucky Few.”

This group of individuals is patriotic. They grew up living and serving during World War II, the Korean War, and the Vietnam War.

As far as their racial makeup is concerned, 78% of the Silent Generation is white.

The majority of them did not pursue higher education. In fact, only 20% of women and 32% of men in the Silent Generation of a Bachelor’s degree.

They focused more on working and earning money, as opposed to going to school. That’s because their parents grew up during the Great Depression, so this group learned the value of a dollar.

While companies may overlook the Silent Generation because of their age, there are still over 28 million of them alive today.

So how can you reach them? You can still use digital marketing tactics to target the Silent Generation.

image2 13

Nearly 60% of people over the age of 65 are active on the Internet, and almost 90% of them use email.

The majority of their digital consumption is done on a computer. Research shows that only 22% of senior citizens own a smartphone.

If you’re targeting the Silent Generation, you can also use more traditional marketing tactics like print media. They grew up reading newspapers, so they’re used to this.

Make sure that you create big advertisements with large font. You want to make sure that it’s easy for them to read. Don’t use colors that are too bright and difficult to see. Try to come up with a campaign that speaks directly to them.

For example, look back at some of the information that we previously discussed. You could use an American flag, or other patriotic symbols to get their attention.

Try using keywords like “how to save money” and put emphasis on the deal that you’re offering.

Television is one of the best ways to reach the Silent Generation. Studies show that this group watches more than 51 hours of TV per week.

While this number is staggeringly higher than other generations, it also suggests that they aren’t skipping over commercials.

Baby Boomers

Baby Boomers were born after World War II. While the dates of their birth aren’t exact, anyone who was born during the mid 1940s to early 1960s falls into this category.

This generation really wants to get a great value out of their purchasing decisions. So if you’re targeting Baby Boomers, you’ve got a great chance to upsell your existing customers.

image1 13

But with that said, these upsells have a greater chance of success if they’re pitched in person or over the phone.

As Baby Boomers enter and approach their retirement years, they are more financially stable. So they may be willing to splurge a little bit more when it comes to their spending habits.

Baby Boomers are loyal to their favorite brands. This is especially true for specific industries, such as household goods, health, beauty, food, and beverage.

Although Baby Boomers are considered to be an older generation, it doesn’t mean that they don’t have an active Internet presence. Even though they prefer to speak to someone in person, they still spend time shopping online.

In fact, 70% of Baby Boomers make a purchase on Amazon at least one time per month. More than half of Baby Boomers use the Internet for 15 hours per week.

This generation is a great target audience because you’ve got so many options to reach them. They will still come to your physical store locations to speak to your customer service representatives, but they’re also willing and able to shop online.

So as a marketer, you’ve got the best of both worlds here.

Even though Baby Boomers will shop on your ecommerce store, it’s unlikely that they’ll do it from a smartphone or tablet.

image8 9

Only 13% of Baby Boomers use smartphones to shop online. 18% of them use tablets for ecommerce shopping.

So if you’re trying to target this generation through mobile marketing tactics or push notifications, it won’t be effective. Your best bet is to focus on their experience navigating from a laptop or desktop computer.

They conduct research before rushing into a purchasing decision. So you’re not going to have much luck trying to target impulse buyers from this group.

When it comes to their online habits, Baby Boomers are doing much more than just shopping. More than 82% of this generation has at least one social media profile.

You definitely need to use your social media marketing strategies to drive traffic to your ecommerce landing pages if you want to effectively target Baby Boomers.

Just make sure that you’ve got plenty of information about your products and services available online. This will make it easier for them to conduct research.

It’s also a bonus if you make it easy for them to contact your customer service team over the phone or in person.

Generation X

Generation X is commonly referred to as Gen X for short. They were born between the mid 1960s and early 1980s.

This is a family oriented group of people who definitely enjoys new technology. People from Gen X lived through important historical events and the civil rights era.

With such a large age difference between the oldest and youngest members of Gen X, it can be tricky from a marketing perspective.

The oldest people from Gen X have some traits that are very similar to the Baby Boomers that preceded them. While the younger members behave more like Millennials, which we’ll discuss shortly.

Regardless of their age, one thing that’s common across the board for this generation is their dependence on credit cards.

76% of Gen X got their first credit card by the time they turned 24. As a result, they’re used to carrying around credit card debt.

image7 13

As you can see, less than half of Gen X pays their credit card bills in full. But with that said, this generation still has the reputation for being financially responsible and independent.

That’s because Gen X has other debt to worry about in addition to their credit card bills. The average mortgage debt for Gen X is $144,000.

This number is 60% higher than the generations preceding them. From a marketing perspective, you’ve got to use this information to your advantage.

They are homeowners who use credit cards. So your marketing campaigns should encompass both of these elements.


Millennials are also known as Generation Y. They were born between the mid 1980s and mid 1990s.

According to the Pew Research Center, as of April 2016, Millennials exceeded Baby Boomers in terms of population size in the United States.

Compared to previous generations, Millennials are more conscious of the world around them. They like businesses that care about the environment and giving to people in need.

In fact, nearly half of Millennials are more likely to buy something from a business that contributes to a greater cause.

image4 13

37% of this group said that they would even be willing to spend more money on a product or service if it meant that it was supporting a cause that they believed in.

This generation has adapted to technology much earlier and faster than previous generations. 56% of Millennials are the first people to try out a new form of technology.

They love creating content and posting original photos and videos on the Internet, especially on social media platforms.

Millennials want entertainment from brands. They also want to be part of the creation process and they love to have their feedback heard.

More than two-thirds of Millennials want to provide feedback to a brand, whether or not they had an enjoyable or poor experience.

This generation loves to travel.

image6 13

How can you use all of this information to your advantage as a marketer?

For starters, don’t be shy about your affiliations with nonprofit organizations and other charities. If you’re not making any donations to help certain causes, consider trying it out if you want to target more Millennials.

As you could see from the research, you might even be able to charge more for your products and services if you take this approach.

Encourage user-generated content on social media. Ask your customers for feedback in the form of surveys and interviews.

Come up with marketing campaigns that show how your products and services can benefit people who are traveling.

Generation Z

Generation Z, known as Gen Z, the iGeneration, Post-Millennials, or the Homeland Generation is the newest group of consumers for brands to target.

The oldest members of Gen Z are just graduating college. This means that they are getting full-time jobs. With those jobs come full-time salaries.

As a marketer, this is a great opportunity for you to target people who just recently acquired an increase in spending power.

Just like Millennials, Generation Z also cares about the planet. 78% of Gen Z are worried about world hunger and 76% are concerned about humanity’s impact on the planet.

Brand loyalty isn’t that important to this generation. They care more about quality than loyalty.

image5 13

The best way to reach Gen Z is through social media. But don’t use Facebook. There’s been a decline in Facebook usage amongst this age group.

Instead, you’ve got to bump up your presence on Snapchat and YouTube.

71% of Gen Z use Snapchat every day. 51% of them use it 11 times daily. Gen Z watches between 2 to 4 hours of YouTube video each day as well.

They watch YouTube videos more than television. Do you remember earlier when I said that the Silent Generation watches 51 hours of TV per week? Well Gen Z only watches about 3.5 hours TV each week.

Talk about a major difference between the two groups.

They enjoy using multiple digital media consumption platforms simultaneously. That’s because their average attention span is only 8 seconds.

When you’re marketing to Gen Z, just keep all of this information in mind. You can reach them on the social platforms that they use the most.

Just because they bought something from your brand in the past, it doesn’t mean that they will be loyal if you didn’t have great quality.


Successful businesses understand their customers. Your products and services need to add value to the customer’s life and your marketing campaigns need to reflect this.

But with so many differences between generations, you’ll need to segment your target audience based on the campaign you’re running.

A print advertisement that you made to target the Silent Generation won’t penetrate your Millennial audience.

Your Snapchat ads designed for Gen Z won’t have an impact on Baby Boomers.

Figuring out who you want to target and how you’re going to reach them will increase your conversion rates and ultimately make you more money.

How are you using generational marketing tactics to segment your target audience?

from Quick Sprout

4 Old-School Marketing Tactics Making a Comeback in 2018

Online marketing promises a holy grail of customer acquisition where you can flip a switch and watch leads waltz through the door.

But that fairytale notion is becoming exceedingly rare and infinitely more difficult to achieve.

More than 60% of marketers say their Facebook Ads aren’t working.

So the try organic posting. But, Facebook organic reach is hovering at just 2%.

Social media traffic in general? It’s half of what it was just a few years back!

What about pay-per-click (PPC)? In 2018, the average display conversion rate is less than 1%.

Email marketing is great…

…if you can reach prospects through the noise of the 121 emails they get daily (not including promotional ones).

So, what’s left? Search engine optimization?

With 55% of marketers saying that growing their website traffic is their number one priority, it’s becoming more competitive than ever before.

More specifically, 61% stated SEO and building their organic presence as their top project.

Every single modern advertising method is going through the same cycle of conception, testing, success and inevitable saturation.

Meanwhile, we’ve completely ignored dozens of old-school marketing tactics, getting caught up in the inbound noise.

We’ve left them in the dust where “they belong.” But they’re making a resurgence.

Here are four old-school tactics that are making a comeback in this currently saturated landscape.

1. Direct mail produces massive average ROI

Did you know that the average American worker gets over 120 emails every single day? That’s just for work.

That’s not including the 49.7% of emails that people get, which is filed under their spam or promotional folders.

People are getting hundreds of them a day beyond just work.

And they’re sending 40+ business emails daily.

According to the Washington Post, the average person spends 4.1 hours every single day on their email account.

That adds up to more than 20 hours weekly.

Using their online calculator, you can plug in simple numbers and get estimates of how many hours you will write work emails for in your entire lifetime.

It’s safe to say the data is shocking.

Even 79% of people say that they check their work email on vacations.

I know I’m guilty. It’s hard not to.

So, why does all this matter for old-school marketing tactics?

Because it proves the point that email is more saturated than ever.

And it shows a clear distinction between work emails and promotional emails.

People are ignoring promotions because they are already spending 20+ hours weekly on just business emails.

So all of your outreach emails to land leads, prospects, and sales are barely getting noticed.

People aren’t checking them. Not when they have 120+ business emails to respond to.

Breaking through the noise is becoming harder and harder. A fool’s errand.

Sure, if you can do it, it can pay off big time.

But with the current amount of saturation, it’s time to think of different ways to get attention.

And with direct mail, you can do exactly that.

Direct mail? I know what you’re thinking, is this a joke?

Absolutely not. In fact, the statistics proving it’s worth will shock you.

Let me explain:

First, direct mail volume, as in the amount of direct mail sent, has declined heavily over the last decade:

Wait, Neil, I thought you were going to tell us good news?

While the decline in direct mail usage might seem like a negative, it’s the exact opposite.

Why? We’re trying to avoid saturation.

In fact, the fewer people sending direct mail, the better. It means less competition for you.

According to the DMA, direct mail is thriving still. Over 100 million adults made a catalog purchase in 2016.

And of those who receive catalogs, 42% read them. That’s a high open rate compared to emails.

Well, what about direct mail response rates? They average at 5.3%.

Compare that to email and PPC marketing that average at just 0.6%.

To add to its efficacy, 70% of people think that direct mail is more personalized than online interactions.

So, what about return on investment? The average ROI ranges from 15-17%.

You can bet that if you put hard work and effort into direct mail that you’d be seeing double that ROI, too.

Overall, the average response rate is 10-30x higher than digital efforts.

Don’t believe what people tell you about direct mail. It’s far from dead. While it may be outdated compared to online methods, the data proves it’s worth.

In a recent case study, Intronis, a cloud backup and data protection company, implemented direct mail efforts to reach big clients.

Why? Because Aaron Dun, the Chief Marketing Officer of the company was struggling with saturation.

He couldn’t reach the prospects he needed through typical marketing channels.

There was too much noise and too many competitors vying for attention.

Instead, he sent multiple direct mail pieces to each client in attempts to drive phone call engagements with his sales team.

Outlining his target prospects, he was able to ensure that his message was received.

The direct mail piece consisted of an Atari replicated unit, and a sticker saying “Intronis got game.”

Prospects who responded to the direct mail via phone or email outreach got pushed further down their funnel.

They were targeted for a second campaign, upgrading them to a new gaming system like a Playstation or Xbox.

Going even further, qualified prospects that were close to converting were sent $200 steakhouse gift cards.

It’s safe to say that they went all out.

But the result was worth the high cost of acquisition:

They generated a 35% conversion rate on their target outreach list.

With an initial group of 50 leads, they got 50% of them to schedule a 30-minute sales call with the sales team.

22% of the 50 target prospects converted into full-time customers.

Overall, their return on investment was 700%.

I know what you’re thinking: I can’t spend $10,000 on a direct mail campaign.

But let me ask you this: why not?

What if you generated a 35% conversion rate and those customers spent thousands with you over the course of a year?

Then your acquisition costs wouldn’t matter.

That’s exactly what happened to Intronis. Dun said:

“We’re willing to invest a little more in the acquisition of those customers because our expectation is that they are going to spend more with us. And, by and large, that has been the case.”

By focusing on lifetime value, they allowed themselves to spend more on acquisition, making a direct mail piece that would knock competitors out of the park.

And it clearly worked. Want to see the full story? Check it out:

This isn’t some one-off success, either. Conversion Fanatics, an SEO company, used direct mail to generate a 25% response rate and dozens of big-ticket clients.

Direct mail works and loads of companies are finding success with it.

You just have to get creative, think outside the box, and only focus on targeting big clients that would heavily impact your yearly revenue.

2. Use account-based marketing for big clients

Every marketer thinks they know “personalization.”

They slap a few [fname] brackets on their emails and call it a day.

But we all know that’s not real personalization.

Using someone’s name at scale is bottom of the barrel personalization. In fact, it’s just respect and common behavior.

It’s a weak attempt that customers see coming from a mile away.

Just because you’ve used their name doesn’t mean they will buy from you.

Not unless you use real personalization.

And data shows that the majority of customers prefer personalized offers.

Cookie-cutter marketing tactics won’t work in this saturated environment. And it’s definitely not going to stand out or build brand awareness.

Instead, you should be using account-based marketing. While it’s not directly old-school, it actually is:

Before the Internet, you had to talk individually to potential accounts. To woo them. To build real, one-on-one relationships.

And that’s what ABM is all about!

So, what exactly is it?

ABM flips the typical funnel on its head:

Where inbound marketing seeks to follow a buyer’s journey from awareness to purchase, ABM instead identifies targets beforehand.

You qualify prospects upfront, ensuring that you don’t waste money when your leads drop off further down the funnel.

You only target the best of the best and set yourself up for big wins and big clients.

ABM is a fundamentally different approach than standard inbound marketing campaigns.

With inbound, you are focusing on casting a massive net and roping in as many leads as possible.

With ABM, you focus on accounts as their own individual market.

This allows you to get extremely personal and build actual relationships with each prospect or target account.

Instead of blasting out email campaigns that aren’t personalized based on each prospect’s wants and needs, hoping to land a few percent, you send out individualized campaigns that directly tap into each account’s pain points for maximum impact.

Every marketing campaign you send is laser-focused on one account and their business.

Optimizely is a perfect example of this strategy in action. At a marketing conference, they unveiled their strategy of ABM and how they targeted 26 different accounts:

Using dynamic landing pages, they optimized each one for a different account. For example, in the image above, they targeted Microsoft as their own market.

Meaning Microsoft got a fully custom experience directly targeted to their specific wants and needs, rather than a generalized idea of those pain points.

Using that approach, they saw a 117% jump in account signups.

According to a survey, 97% said ABM had a higher ROI than other marketing mediums.

On top of high ROIs, 84% said it improved relationships between clients and their company:

While ABM isn’t exactly old-school, it’s built on old-school foundations of actually talking to clients and servicing their individual needs.

To the days when business lunches were key to success.

According to Marketo, the average returns for B2B ABM are huge. Using personalized campaigns for target accounts, you can expect 33% conversion rates.

Plus, your qualified lead gen rate will explode:

ABM is the go-to tactic that mimics old-school marketing with new-school efforts.

It follows a traditional model of a few key steps:

  1. Lay out your firmographics: what account demographics are most likely to buy from your business
  2. Find targets: identify businesses that could benefit from your product
  3. Produce content: create personalized content for each target account.

Once you’ve done those three steps, you can start to build real relationships that drive massive sales for your business.

Account-based marketing is thriving using old-school principles.

Combine it with direct mail and you’re on your way to building a huge business.

3. Attend a conference prepared for selling

Attending conferences used to be an amazing way to build connections that produced leads and sales.

It’s just like account-based marketing: you focus on a small list of people that you want to talk to in hopes of bringing in new business.

It’s old-school. It’s the classic way of business that’s all but been destroyed by inbound marketing.

But now when you bring up the idea, most people see it as a waste of time and money.

That couldn’t be farther from the truth. Most people just don’t do conferences right. They don’t have a plan.

They don’t have specific goals, objectives, and ways of reaching them.

Or they see it as too expensive. But remember:

Nothing is too expensive if your potential ROI outpaces your acquisition costs.

Spending $10,000 on a conference and business dinners is a no-brainer if you are likely to land five new clients, each paying you thousands a month.

By using a combination of direct mail, events, and telemarketing, one company generated a 300% ROI, landing 140 new clients.

HubSpot’s “unbooth” at Dreamforce generated 2,300 new leads and 362 product demos.

Attending conferences works.

You just have to come in ready and with a plan.

To start, begin by looking for conferences in your area.

Simple Google searches can net instant results for events in your niche:

For example, the first link gives me an interactive map of where the upcoming marketing conferences are being held:

It even provides a direct list of information including costs, direct location, description info, date range and website links:

Next, click on a conference that you think you’d want to attend or could attend for cheap in your immediate area.

For example, I selected the IBM Think 2018 conference in Las Vegas:

Directly on their website, you can start to look for sponsors and partners, giving you a clear idea of what types of companies will be attending:

With the sponsor list, I found an entire goldmine of company data:

From premium sponsors to multiple level sponsors, I can see exactly what companies are attending.

This single conference has hundreds of sponsors:

From smaller companies to massive accounts like Salesforce.

Now that you know exactly who’s attending this conference based on sponsors alone, you can start to research each company individually, seeing which ones are a good fit for your business.

For example, let’s say you have a SaaS tool. You sell heat mapping technology and want to land some big-ticket clients at this event.

You could use a site like BuiltWith, to analyze what software each company on that list uses:

Maybe they are even using your competitor.

You can then leverage this information into a sales pitch, undercutting them and potentially landing yourself a game-changing client.

Repeating this process of research based on your own company and product, you can identify exact targets to make connections with at the conference for big returns.

4. Pick up the phone and start dialing

In October of 2016, mobile and tablet traffic online passed traffic from desktops:

This historical change to the way we thought about Internet traffic has some serious implications.

Currently, 51%+ of traffic is now mobile and tablet based.

More than 50% of Google searches are done on mobile phones.

Almost all Facebook browsing is done with mobile apps, too.

The fact of the matter is, mobile traffic is exploding. And mobile searches lead to phone calls.

A new report found that 75% of phone calls to a business come from smartphones.

Mobile search is the main driver of calls out of any medium or source:

Now is the time to start picking up the phone and start dialing.

The old-school medium of phone calls is making a resurgence. And the numbers are positive.

That same report found that calls have, on average, 30-50% conversion rates. That’s virtually unheard of in most other mediums.

And current marketing technology for phone calls is outstanding.

One of my favorite tools to use to integrate old-school efforts of phone calls to online efforts like landing pages is CallRail.

Using CallRail, I can track each visitor on my site individually, generating a diverse profile of information from their phone number to location and their exact web session:

Meaning I can tell what pages drove interest.

Which ones sparked a desire to browse more.

And most importantly: what products, services, or content topics kept them on my site.

All of that data is invaluable in marketing.

It helps you sell with ease as you can quickly address pain points without asking tiresome questions.

By using CallRail’s Keyword Pool feature, every visitor on your site gets their own phone number, tracking their page views, keywords and interest:

With a tracking number, users that call into your business will be recorded on your dashboard with all of their information, too:

Now all that’s left for you to do is pick up the phone and start dialing.

Contact your customers and reach them on a medium that converts well.

Use your data to your advantage.

Knowing their browsing history will give you clues into their interests and even their funnel stage.

For example, are they a return visitor? If so, how many times have they visited your site?

Data shows that on average, users take 7-13 touches to become a lead.

Next, look at their specific history. For example, are they just reading your blog posts?

If so, they are likely still at the top of your funnel. They are becoming more brand aware with each visit.

If they start to view product pages and pricing or click on lead magnets, you can tell they are further down your funnel, nearly ready to convert.

Phone calls are a great way to connect with prospects.

In fact, according to State of Inbound, the most successful channel to connect with prospects is via phone:

And that goes for every single level of seniority in your company.

Phone calls can help you drive tons of sales, even in 2018.


Online marketing promises the world at our fingertips.

We click a few buttons, flip a few virtual switches and campaigns are live, published to the masses.

But soon, the traffic stops. Or it simply “doesn’t work.”

Why? Saturation.

As tactics start to become commonplace, they produce diminishing returns.

What worked five years ago doesn’t work with as much efficiency today.

You can’t run a banner ad and expect everybody to click it.

Meanwhile, we’ve all but neglected old-school methods like direct mail, account-based marketing and more.

But that’s actually a good thing. With everybody focused on inbound tactics, old-school ones aren’t as saturated as they once were.

In fact, customers are more receptive than ever to them.

To get started, consider running direct mail campaigns. They produce a 15-17% ROI on average. The average response rates are 10-30x higher than digital efforts.

Combine that with account-based marketing and you’ll be landing big clients in no time.

Consider attending a conference. They are still alive and well.

If all else fails, pick up the phone and start dialing. And most importantly of all:

Tie back old-school methods with new-school efforts like landing pages.

Sometimes, the old, forgotten marketing tactics can produce the best results.

About the Author: Neil Patel is the cofounder of Neil Patel Digital.

from The Kissmetrics Marketing Blog