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IncuBiz Marketing Group http://incubizgroup.com Web Design And Marketing Thu, 04 May 2017 18:42:27 +0000 en-US hourly 1 https://wordpress.org/?v=5.3.9 http://incubizgroup.com/wp-content/uploads/2016/12/cropped-site-id-1-32x32.png IncuBiz Marketing Group http://incubizgroup.com 32 32 Public vs. Private Cloud: What Marketers Need to Know http://incubizgroup.com/cloud-marketer/ http://incubizgroup.com/cloud-marketer/#respond Thu, 04 May 2017 18:42:27 +0000 http://incubizgroup.com/?p=5887 Making a technology decision is becoming less of a “shadow IT” slap on the wrist to marketers, but rather it’s becoming an essential part of the marketer’s job. This article will explain the difference between public and private cloud offerings and when it matters which type of cloud you choose. Whether you are a pharmaceutical […]

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Making a technology decision is becoming less of a “shadow IT” slap on the wrist to marketers, but rather it’s becoming an essential part of the marketer’s job. This article will explain the difference between public and private cloud offerings and when it matters which type of cloud you choose. Whether you are a pharmaceutical company running landing pages or a consumer packaged goods company collecting emails, understanding the difference between public and private cloud will help you make better marketing technology decisions.

The Public Cloud

The public cloud is a reference to cloud computing, where the computer’s resources are pooled together to power multiple tenants. Common examples of public cloud are compute platforms like Amazon Web Services, shared hosting like DreamHost, or SaaS platforms like MailChimp. Think of public cloud as a large apartment complex with multiple tenants. Tenants have their own allocated space with a deadbolt door — and hopefully a security guard.

• You share computing, so it is efficient both in cost and time.

• You share computers, so your neighbors may be a security risk.

Public cloud examples (not limited to):

• Most all websites (marketing sites, blogs, personal sites)

• Most consumer applications (video games, note-taking apps, file sharing)

The Private Cloud

The private cloud refers to a computer network only used by a single tenant. Common examples include physical onsite office servers or paid dedicated hosting services. Think of the private cloud as a single home, single family with their own security system, Rottweiler, iron fence, etc.

• Since you own or rent the whole computer or private computer network, it is naturally more expensive.

• You are the only tenant, so it is more “secure.”

Private cloud examples (not limited to):

• Transactional websites (banks, financial, healthcare)

• Some mobile applications (money sharing, financial tracking)

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Influencer Marketing for Everyday E-Commerce Brands http://incubizgroup.com/influencer-marketing-for-everyday-e-commerce-brands/ http://incubizgroup.com/influencer-marketing-for-everyday-e-commerce-brands/#respond Wed, 12 Apr 2017 22:08:23 +0000 http://incubizgroup.com/?p=5860 Do any of these names ring a bell? Jojo Fletcher, Robby Hayes, Carly Waddell…? Web professionals don’t need to recognize these personalities from the long-running Bachelor franchise for them – and other people like them who appear on TV – to become valuable marketing assets for their retail brand. In spades, companies are reaching out […]

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Do any of these names ring a bell?

Jojo Fletcher, Robby Hayes, Carly Waddell…?

Web professionals don’t need to recognize these personalities from the long-running Bachelor franchise for them – and other people like them who appear on TV – to become valuable marketing assets for their retail brand. In spades, companies are reaching out to influencers to leverage their social capital by promoting products or services on their behalf. Since influencers’ social media followers hang on their every post, the belief is they are contributing to customer acquisition initiatives, and it is a strategy that may be worth exploring for everyone.

CAN I STEAL YOU?

Endorsements aren’t new, of course, but social media has provided celebrities and their reality-based counterparts a platform to assist in raising awareness and ultimately moving/selling product (in a significant way) and earn a pretty decent living from doing so. Influencer marketing is successful for two main reasons.

For one, organic reach (the number of people who see a brand’s messaging through unpaid distribution) is embarrassingly low on most social networks thanks to algorithms that limit exposure in the name of “user experience.” Influencers are typically able to overcome this challenge because of their engaged fan base and that they are social profiles, not actual brand pages.

Secondly, people are more likely to trust the opinion of someone they know when making purchasing decisions and, for reality stars in particular, their followers are hyper-invested in their lives, feeling as if they know them personally. There’s a connection that Paul Desisto, lead social media agent and social media marketing specialist for Central Entertainment Group (CEG), had to see himself to believe.

“When a reality star does a celebrity appearance, the fan isn’t jumping up and down like it’s Brad Pitt,” said Desisto. “[Instead], they are coming up to them like it’s their best friend and the fan knows everything about them…that they have a dog, that they work out every day.”

The majority of people can’t relate to Pitt’s lifestyle, Desisto continued, but they can connect with someone who they saw vulnerable on TV (like looking for love on the Bachelor), lives in a modest house, drives a similar car. In short, familiarity and similarity is why people are buying what influencers are selling.

In fact, when media platform Bloglovin surveyed some 20,000 women recently, more than half said they had bought a product or service due to an influencer post. So how does a retailer get started?

GROUP DATE

Plenty of players exist in the social media influencer world from agents like Desisto to platforms like Popular Pays. Let’s take a look.

Social Agents

It might seem a bit unusual for a retail brand to reach out to a celebrity agent. Over the last two years though, Desisto says the endorsement side of CEG has “gone through the roof” with this specific division of the 19-year-old agency expected to do $20-$25 million in revenue for 2017 after raking in $7.8 million in 2016 and $2.1 million in 2015. It appears there is money to be made for everyone.

“One client came from a large reality show, and she gets 700,000 opens on Snapchat,” said Desisto. “As you can imagine, that’s very powerful with 35,000-40,000 screenshots [being taken]. I’ve had brands that have paid this celebrity around $10,000 to do a Snapchat series and earned about $50,000-$60,000 in revenue. With that same celebrity, they’ll utilize her Instagram and Instagram Story. They pay her $50,000-$60,000 and generate $300,000 in revenue.”

If you were under the impression that these celebrities were paid solely on commission, you’re not alone. Desisto, however, says that’s a dated strategy. Now it is supply and demand he says, and no celebrity or “anyone of value” will go the commission-only route because they simply don’t need to. So who’s employing these reality stars?

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Five Ways to Make 2017 the Year of the Customer http://incubizgroup.com/five-ways-to-make-2017-the-year-of-the-customer/ http://incubizgroup.com/five-ways-to-make-2017-the-year-of-the-customer/#respond Wed, 12 Apr 2017 22:04:49 +0000 http://incubizgroup.com/?p=5855 Just when you thought articles predicting technology trends in 2017 were on the wane, we’ve got one more for you. This article is one we hope you can actually use to plan your customer strategy — especially if your company recognizes customer identity as an indispensable tool to deliver a unified, secure and engaging customer […]

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Just when you thought articles predicting technology trends in 2017 were on the wane, we’ve got one more for you.

This article is one we hope you can actually use to plan your customer strategy — especially if your company recognizes customer identity as an indispensable tool to deliver a unified, secure and engaging customer experience. Following are five trends predicted to pop this year, and how organizations should respond.

1. Customer identity management (CIM) will become central to the marketing technology stack.

Don’t look now, but your customer profiles may be fragmented. When you store and manage individual sets of customer data in customer relationship management (CRM) software, a content management system (CMS), a data management platform (DMP) or other solutions that are siloed, your customers’ identities end up scattered throughout your marketing stack in small chunks, preventing you from building consistent user profiles. Because of this, you are unable to engage customers across channels (online and off) in a consistent and relevant manner, or ensure that they give consent for the data collected and retain control of its use. The result is a broken experience for customers and some well-deserved mistrust.

Customer-obsessed organizations will move away from “DIY” systems to manage customer data, and they will place customer identity at the center of their system with a CIM hub. By doing this, organizations will have more accurate and complete user profiles that can be built and managed over time. Also, connecting marketing systems to a centralized platform enables marketers to gain deeper customer insights and deliver personalized content. Meanwhile, your customers experience transparency, consistency, and a sense of control over their profiles and preferences.

2. Customer identity will be built progressively.

A trending strategy for winning and keeping more customers can be summed up simply: When first engaging with consumers, less is more.

To be competitive in the digital world, you must establish direct relationships with your customers, which traditionally has meant coaxing consumers into filling out forms for online accounts or subscriptions. But people don’t like friction in their mobile and online experiences. And, they are increasingly wary of divulging personal information.

Businesses will incentivize users to sign up for accounts with simple value propositions and the smallest ask. A single piece of information is all that’s needed to get the ball rolling — an email address, mobile number or permission to use someone’s existing social media credentials.

With contact established, you can then move the conversation forward by using behavioral insights about individuals to offer something of value to encourage their return. When they do, there’s a new opportunity for you to exchange value for information. A free trial for a social referral, points for joining a loyalty program — the possibilities are endless. This gradual collection of permission-based information is called “progressive profiling.” Just remember that, as the relationship grows, customers must feel confident that their information is secure and won’t be abused.

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Authority: The Link to Local SEO Success http://incubizgroup.com/authority-link-local-seo-success/ http://incubizgroup.com/authority-link-local-seo-success/#respond Wed, 28 Oct 2015 18:48:34 +0000 http://gameflashdm.com/gameflashdesignandmarketing/?p=3340 When Google released its Pigeon update in late 2014, few knew just how significantly the results pages would change and ultimately how sophisticated the search engine itself would become in relation to identifying queries with local intent – but that is exactly what has happened. Search engine optimization (SEO) has always been a very “dynamic” […]

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When Google released its Pigeon update in late 2014, few knew just how significantly the results pages would change and ultimately how sophisticated the search engine itself would become in relation to identifying queries with local intent – but that is exactly what has happened.

Search engine optimization (SEO) has always been a very “dynamic” practice, where changes in how the engines index and return websites and their content determine how a digital presence is optimized. This is quite evident in recent changes to the Google Local pack.

Google essentially rolled out an update in early August in how it displays local businesses within its results pages. Instead of the 7-pack of listings that most consumers and Web professionals grew accustom to since the Pigeon update, Google now only displays three local listings. And there are even more changes that SEOs would be wise to understand if local website optimization is their responsibility.

In addition to the number of listings returned, Google has also replaced the exact address with the street name only, removed phone numbers and Google+ links, and added opening and closing times. When users click on the title of a listing today, they are presented with (and redirected to) more details on that business (within a popup that is overlaid on a map along with up to 20 other listings). Only when a user clicks specifically on the website icon in the listing pack will their click end up on a website.

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Hitting a Customer Service Homerun http://incubizgroup.com/hitting-customer-service-homerun/ http://incubizgroup.com/hitting-customer-service-homerun/#respond Wed, 28 Oct 2015 18:46:50 +0000 http://gameflashdm.com/gameflashdesignandmarketing/?p=3337 Seventy-six percent of consumers will stop doing business with a brand after a bad customer service experience (Ovum, 2015). These “bad” experiences, however, aren’t limited to brick-and-mortar stores.  Increasingly, consumers are demanding high levels of service across channels (Web, mobile and social), and do not hesitate to voice their dissatisfaction when their expectations are not […]

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Seventy-six percent of consumers will stop doing business with a brand after a bad customer service experience (Ovum, 2015). These “bad” experiences, however, aren’t limited to brick-and-mortar stores. 

Increasingly, consumers are demanding high levels of service across channels (Web, mobile and social), and do not hesitate to voice their dissatisfaction when their expectations are not met. Despite increased expectations and the growing number of channels available to share experiences (good and bad), brands can still win at customer service, but doing so requires more than just displaying contact information on a website. Rather, brands should consider the following three tips when strategizing a winning digital customer service plan.

1. MAKE MOBILE THE MVP.

In today’s always-connected world, a smartphone is rarely out of its owner’s sights. This is why Ross Haskell, senior director of products at BoldChat by LogMeIn, suggests that brands make mobile the most valuable player (MVP) of their customer service initiatives.

“The single biggest trend is the ongoing move to the mobile Web,” said Haskell. “Smartphones and tablets are the center of an increasing number of users’ digital experiences, so it is critical that brands embrace not only mobile websites and apps, but mobile engagement as well.”

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Don’t Fall Victim to a Hack Attack http://incubizgroup.com/dont-fall-victim-hack-attack/ http://incubizgroup.com/dont-fall-victim-hack-attack/#respond Mon, 28 Sep 2015 18:41:30 +0000 http://gameflashdm.com/gameflashdesignandmarketing/?p=3331 It has been a couple of rough years for the consumer retail market. High-profile “hacks” of major brands such as Target, Michael’s and Home Depot, to name just a few, have shaken consumers’ trust and the sense of security they have in using their debit and credit cards to make purchases. According to a 2014 […]

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It has been a couple of rough years for the consumer retail market.

High-profile “hacks” of major brands such as Target, Michael’s and Home Depot, to name just a few, have shaken consumers’ trust and the sense of security they have in using their debit and credit cards to make purchases.

According to a 2014 report from LexisNexis, the “True Cost of Fraud Study” retailers lost $11.1 billion in 2013 overall due to fraud. Even more alarming is there is no sign that this trend is slowing down. In fact, retail fraud is growing at a rapid rate, with the percentage of revenue lost to cyber thieves increasing 70 percent, from .080 percent in 2013 to 1.36 percent in 2014.

Investing in IT security solutions that shut down hackers and cybercriminals before they take advantage of flaws and vulnerabilities in a retail website and network during the holiday shopping rush is an important first step in protecting company revenues. Small business retailers who go the extra mile to make sure their customers’ private financial data is protected bolster their reputation as a retail brand that can be trusted.

Not only will the investment in complete end-point protection, network/gateway security and mobile device management pay off in customer loyalty and secured sales revenue, it is also much less expensive in the long run. A recent survey by the Ponemon Institute showed the average cost of cybercrime for U.S. retail companies more than doubled from 2013 to an annual average of $8.6 million per company in 2014.

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Do Retailers Really Need A CRM? http://incubizgroup.com/retailers-really-need-crm/ http://incubizgroup.com/retailers-really-need-crm/#respond Mon, 28 Sep 2015 18:39:22 +0000 http://gameflashdm.com/gameflashdesignandmarketing/?p=3328 “Don’t I need a CRM before I can do that?”  This is a question asked daily by retailers around the world. Creating strong relationships with customers is essential in the retailing industry, so it’s important to consider anything that can help drive business in order to gain even more customers. But why are they asking […]

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“Don’t I need a CRM before I can do that?” 

This is a question asked daily by retailers around the world. Creating strong relationships with customers is essential in the retailing industry, so it’s important to consider anything that can help drive business in order to gain even more customers. But why are they asking this question now? The answer is simple: Retailers have never purchased a customer relationship management (CRM) tool. There was never a need for them to invest in this type of solution. Their point-of-sale (POS) system was the only system of record they needed.

Thanks to ever-evolving technology, however, retailers now have not only a POS system but also a marketing database, a social database, an e-commerce database and a returns database. All of this change in the industry spurs retailers into thinking they also need a CRM to consolidate or streamline customer information.

Use of CRMs is on the rise – there’s no downplaying that fact. For instance, Gartner forecasts that CRM solutions will grow to be a $36 billion dollar industry by 2017, but should retailers put their dollars in this market? CRM systems of the past, and most of the current systems today, simply measure the conversion process, analyzing one sales stage to the next. These tools can help businesses build strong relationships with their customers in order to increase customer communication and satisfaction, as well as to ultimately discover new customer opportunities. CRM solutions can also enable small- to mid-sized businesses to migrate from manual methods, like spreadsheets, to a robust, online database. When used effectively, a CRM can be one of the most valuable assets a business can invest in. The question becomes: Do retailers really need to implement a CRM into their already expansive collection of databases?

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3 Tips to Make Your Website More Social http://incubizgroup.com/3-tips-make-website-social/ http://incubizgroup.com/3-tips-make-website-social/#respond Fri, 28 Aug 2015 18:34:23 +0000 http://gameflashdm.com/gameflashdesignandmarketing/?p=3320   As social media has matured, it has made one of the most difficult transitions a medium can undergo, evolving from a casual time waster to a necessary business tool. Seeing the massive amount of time consumers spend on social networks, many brands have incorporated social elements into their own websites in hopes of driving […]

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As social media has matured, it has made one of the most difficult transitions a medium can undergo, evolving from a casual time waster to a necessary business tool.

Seeing the massive amount of time consumers spend on social networks, many brands have incorporated social elements into their own websites in hopes of driving more traffic, higher on-site engagement and increased conversions.

Let’s explore a few ways to make your website more social.

1. LEVERAGE THE POWER OF REVIEWS

Customer reviews are one of the most important social elements that a company can incorporate on its website. In fact, according to a study conducted by Dimensional Research, 88 percent of respondents reported to be influenced by reviews – negative and positive alike.

Thanks to consumers’ desire for customer reviews, there are a variety of firms that provide the necessary technology. One of the most popular customer review technologies on the market, PowerReviews, provides a range of services to businesses, including Social Answers. Through this product, brands are able to display commonly asked questions directly on their product pages with answers from consumers who have been verified as actual buyers. PowerReviews customer Skechers saw a 32 percent conversion increase with Social Answers.

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Mobile Matters for Today’s Growing Business http://incubizgroup.com/mobile-matters-todays-growing-business/ http://incubizgroup.com/mobile-matters-todays-growing-business/#respond Fri, 28 Aug 2015 18:33:02 +0000 http://gameflashdm.com/gameflashdesignandmarketing/?p=3319 In today’s always-on society, it should come as no surprise that small business owners are rarely ever disconnected from their companies – and mobile is mostly to thank. In fact, 78 percent of small business owners check their work email and documents from their mobile device while on vacation, according to Manta’s 2015 Small Business […]

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In today’s always-on society, it should come as no surprise that small business owners are rarely ever disconnected from their companies – and mobile is mostly to thank.

In fact, 78 percent of small business owners check their work email and documents from their mobile device while on vacation, according to Manta’s 2015 Small Business Mobile Preferences Poll, released in July of this year. While this may sound bothersome for those running a business, 64 percent of them actually feel like they can enjoy their vacation more because of the connectivity enabled by mobile devices and applications. That is, of course, if they are able to take a vacation at all.

Manta’s poll also found that 43 percent of small business owners will not have time to take a summer vacation this year, with the majority (29 percent) not doing so because they don’t have anyone to cover their responsibilities while they are gone, followed by them not being able to afford it (24 percent).

Perhaps time off will be in the cards next year, however, as small business owners are relying on their mobile devices more and more to conduct business, with 27 percent of them doing so every day.

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How Brands Can Still Reach Consumers on Facebook http://incubizgroup.com/brands-can-still-reach-consumers-facebook/ http://incubizgroup.com/brands-can-still-reach-consumers-facebook/#respond Sat, 11 Jul 2015 00:23:10 +0000 http://gameflashdm.com/gameflashdesignandmarketing/?p=3311 By Joe Matthews, Co-Founder and CEO of Tagkast As organic reach on Facebook continues to decline, standing out on the social platform is more challenging than ever. At its simplest, Facebook’s most recent News Feed algorithm update makes content shared by users’ friends appear higher in a given News Feed and promoted content appear lower. […]

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By Joe Matthews, Co-Founder and CEO of Tagkast

As organic reach on Facebook continues to decline, standing out on the social platform is more challenging than ever.

At its simplest, Facebook’s most recent News Feed algorithm update makes content shared by users’ friends appear higher in a given News Feed and promoted content appear lower.

Facebook warned that post reach and referral traffic could potentially decline – and many expect that is exactly what will continue to happen. As a result, brands fear they will no longer reach their desired audiences or be able to foster relationships with new customers – at least in an organic fashion. Despite what they may think, however, marketers can still increase brand awareness on Facebook if they consider the following:

1. LEVERAGE PEER-TO-PEER SHARING

Facebook’s new algorithm encourages peer-to-peer sharing, emphasizing content shared by users’ friends and family. Now more than ever, retaining customers is more important than acquiring new ones on social media, because companies will rely on current customers to increase their brand reach. If current customers share their brand experiences on Facebook, chances are very high that friends and family will see their posts and possibly comment on or share them.

Marketers may want to consider sponsored and promotional events to provide their brands a perfect platform to encourage peer-to-peer content sharing, like capturing photos of consumers experiencing a product in a hands-on way and encouraging guests to share those photos with their social networks. By doing so, they increase a brand’s reach and maximize impressions – helping broaden their networks and build new relationships.

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