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Big Data Analyitics

Big Data Analyitics

The recent digital explosion has not just been limited to devices and mobile applications. The analysis of large sets of digital data is now more important than ever. The growth and practicality of digital analytics in recent years has made it more accessible for companies to take the leap into data mining.

Big data analytics allows you to assess large sets of raw data to reveal patterns, trends, unknown correlations, industry trends, consumer preferences and other valuable sets of information. You can take that valuable information and use if to generate new revenue, better service, and improved efficiency. Big data is very important because it can give companies the edge they need to give them a leg up on the competition. Leveraging data-driven strategies will lead to increased competition and innovation.

With Big Data, companies can acquire more in-depth knowledge about how their business operates, which in return can lead to improved performance and decision making. If you want to know the quantity sold of a particular product or service, you can track that with big data. If you want to know which products did not perform well you can track that with big data. If you want to the particular demographic of who bought your product or service, you can track that with big data. The possibilities are becoming endless. Amazon has been using big data to take their business to the next level.

The online retailer has been using big data to extract large amounts of data on consumer names, addresses, payments, and search inquiries. They also use this information to improve customer relations. Netflix has also used data analytics to find ways to improve their entertainment streaming service. They have an abundance of data that they use to provide insight when it comes to analyzing the viewing behavior of their subscribers giving them information n what content they should pursue and in which markets, both domestically and internationally.

To get ahead of the competition you have to understand where you are as a company and know how your company stacks up against the industry leaders. Big data analysis gives companies that opportunity to close that gap and create leverage for themselves. Big data, provides insight your market, your clients, and yourself.

What is Influencer Marketing?

What is Influencer Marketing?

The emphasis of digital marketing has continually shifted over the past three decades. For the last few years, our industry has been consumed by content marketing. Now, a marketing shift toward influencer marketing has grasped our collective attention. The product or service is falling subordinate to the salesman’s sales-pitch.

Influencer marketing relies on the individual’s popularity or reputation to draw market share to a company’s bottom line. A person’s online persona can sway the choice of thousands of followers in an instant. Their popularity enforces the value of the product, encouraging followers and fans to buy the product. If a consumer finds the influencer enticing, often all that is needed is a simple Tweet to bend a market.

The rise in social media has created a far stronger illusion of intimacy between big names and average people. Instead of relying on traditional media, consumers can go directly to a politician’s Facebook page, or see pictures of a celebrity’s child on Instagram. This direct connection between influencer and follower deceives the follower to trust an influencer in the same way that they might trust a friend or family member. Influencer marketing offers a new type of digital and mobile advertisement that appears far more organic and natural.

Goals when engaging influence marketers:

  • Plan in advance. The use of influencers requires research and focus. A scattered, shotgun approach to marketing runs contrary to the use of influencers.
  • Be strategic in your selection of individuals. Each influencer has a specific audience that follows specific individuals. Each audience has its own habits and tastes. Select a palette of influencers to facilitate your goals.
  • Allow the influencer to use his or her own voice. Influencers have a following because of their brand; they speak with their own voice. This is why you hire them. Let them do their job.

Influencer marketing allows the company to step deeply into the consumer’s circle of trust. In the same way that we are more likely to listen to a good friend, consumers rely on social media to construct their reality. As marketers take hold of this opportunity, consumers become less hostile and more accepting of endorsement by influences.

If you want guidance selecting the elements of you next marketing campaign, contact Colure’s advisory team.

Push notifications, how they drive engagement in mobile apps

Push notifications, how they drive engagement in mobile apps

An ever-growing mobile audience is challenging the mechanisms needed for marketers to interact with the audience’s fluid movement. Desktop Marketing finds itself struggling to keep up with the quick pace and instantaneous engagement on mobile devices. Despite the statistic that desktop still accounts for 42% of internet time. Web push notifications, also known as browser push notifications, are a new channel of marketing that brings the personalization of the mobile medium to the desktop.

Web push notifications are pop-up messages from a website that, when clicked, send the user to a specific link (for example, a new blog post). They’re not the same thing as web notifications, which are active only on an open web page. Instead, web push acts much like mobile application notifications, which are initiated only when the user gives permission to receive them. After the user gives permission, the company can send push notifications at any time, even if the website isn’t open in the browser.

A clean example of this is when a newspaper can notify its readers about the content of the most recently posted story. This immediate interaction helps to provide additional context to the story at hand.

Unlike the more common medium of email marketing, web push allows websites to engage users without having their contact information. Users are more likely to opt-in to the push notifications because they’re generally less invasive and make it easier to unsubscribe. Research has shown that less than 10% of users who opt-in for web push notifications unsubscribe within a year. This is despite the ease of opting out.

These are not the only benefits to using web push notifications:

  • Web push notifications deliver immediately to users, eliminating the possibility of being sent to a spam folder, like email.
  • Web push notifications have conversion rates 30 times that of email.
  • Push notifications are less content-heavy (generally between 40-120 characters) and better appeal to the shortened attention span of the consumer audience.
  • Web push offers the benefit of mobile app push notifications without investing money in developing an app.

Web push is supported by Safari 7.0.3, Chrome 42, and Mozilla Firefox. The channel continues to grow, pushing email marketing to the wayside and offering companies a more direct and concise avenue of communication with consumers. While there is yet to be much research on the direct success rate of websites using web push notifications, it is expected that it will be close to that of push notifications in mobile apps, which boost engagement by a notable 88%.

Web push notifications allow for a low-profile and noninvasive way to communicate with customers. Its low cost makes it a great investment for small and medium-sized businesses, so we can expect it to be on the uprise within the coming years.