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Britney Spears Stage Crasher Facing P Charges, Trial Date Set

The man who bum-rushed&#one hundred sixty;Britney Spears on her Las Vegas stage now has P costs hanging over his head, and he is one step nearer to a trial … …

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MRAID 3.0: What You Need to Know

If you don’t know what MRAID is, the short answer is that it’s a big headache-saver for mobile developers, advertisers and publishers everywhere. The longer answer is that it is a unified set of standards that allows rich media advertisements to work across all mobile devices and platforms.

When mobile usage and applications began to skyrocket, the growing variety of operating systems, applications, coding languages and other factors was frustrating for mobile advertisement developers, as they had to code their rich media ads multiple times for each of those platforms. Animated banner ads, videos and other interactive creative assets need to be compatible within those different scripts, such as Java for Android and Objective-C for iOS, or they won’t work and the ad won’t be served.

To address the problem, the Interactive Advertisement Bureau (IAB), an organization of industry leaders, crafted an application programming interface (API) called the Mobile Rich Media Ad Interface Definitions.

How does it work?

The protocol comprises several rules and coding standards for developers of advertisements and applications to include in their scripts and SDKs. MRAID serves as a translator between ads made in HTML5 or JavaScript and incompatible coding languages, allowing them to communicate and execute commands for one another.

In the context of programming, MRAID is a simple API to add to any ad creative and solves a lot of problems. This protocol is for applications, as web browsers can already run the various scripts like HTML5 and JavaScript.

Why is it important?

It’s important that the ad and the application cooperate, because it requires a lot of functionality for a rich media ad to display correctly. Mobile ads that are expandable, play sound and video, move with the screen as a user scrolls, or contain other interactive elements need to be able to interact with a user’s device through the application. If the application doesn’t recognize the ad’s code, it won’t even display it.

This saves time and money for developing mobile advertisement campaigns. Before this protocol, developers would have to code the same ads multiple times so that they’d appear on all major devices, which was an inefficient way to create unified ad campaigns. According to MobileAds, consumers spend more time on native apps than mobile web browsers, with 86 percent of their time spent on applications.

The IAB released the first version of MRAID in 2011 and has released updates to improve usability for ads appearing on applications so developers can expand their capabilities. MRAID also sets certain standards so that ads aren’t overly disruptive.

What’s new in MRAID 3.0

These are some of the most important features of MRAID 3.0, which was released in July 2017:

  • It allows the ad to identify if it’s appropriate to play audio depending on the user’s context. For example, if a user has headphones on and has allowed audio, it indicates the script to autoplay audio.
  • A standard close button for expanded or interstitial ads means users always have a way to close the ad. Ads without a close or hide button are highly disliked among users.
  • The application can now provide location data, allowing creatives to personalize their ad experience. For example, it’s easier for an ad provider to send a custom ad to the user depending on their current city.
  • Several quality-of-life features help ads load faster and smoother, such as viewability support so the creative can identify what quality of ad will run best for the user’s device and network.

If you’re an advertiser, it’s essential your developers are familiar with MRAID as well as this latest version. Knowing what you can do with your ads across this uniform platform will help you make more effective ads. MRAID has fast become the industry standard for coding mobile advertisements that are viewable on any device.

 

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How I Recruited 19 People In 30 Days Into My Business 🔥

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How I Recruited 19 People In 30 Days Into My Business 🔥

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The Content Marketer’s Guide to Starting a Meditation Practice Today

You and I are storytellers. We’re content creators and copywriters. Our livelihoods depend on spinning creative yarns that compel our readers to action. For the execution of our craft, we depend on some key inner resources every day. Creativity and focus are two biggies. And I’m sure you’ve noticed that — like gold and platinum
Read More…

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HOW TO MAKE MONEY FAST IN 2018

In my 10 hour course, Internet Jetset, I show people how to earn a living online, without have to pay for ads, expensive software, or anything extra. Immediately after you …

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How I Recruited 19 People In 30 Days Into My Business 🔥

[youtube https://www.youtube.com/watch?v=q3WbTKBOYto&w=640&h=360]

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The Top 20 Elements That Add Credibility to Your Website

Before you start trying to drive traffic to your website, you need to master one factor.

I’m talking about credibility.

Without a credible website, you’ll struggle to get more customers and increase conversions.

Plus, credibility shows you’re trustworthy.

If you’re offering something without a trusted name or brand behind it, people will be hesitant to buy what you’re selling.

Why?

Well, with so many other options available on the market, it’s too easy for people to find what they’re looking for somewhere else.

This goes for ecommerce stores, blogs, or any business that has a website.

If a visitor sees a red flag on your website, they will leave.

It’s that simple.

Some of you may not even realize you have components on your site that drive people away.

That’s why I came up with this list of the top 20 ways to add credibility to your website.

Even if you don’t necessarily have elements driving people away, you can always add more components to improve your credibility.

Having a trustworthy website will also improve your search ranking in Google’s algorithm:

image4 7

Being credible will drive more traffic to your site as well.

This doesn’t just go for websites that sell a product or service.

If you have an informational site, credibility will make it easier for other websites to cite statistics, images, infographics, and other data off your website when they conduct research on the subject you cover.

This will also help drive more traffic to your site.

No matter what type of site you operate, here are some easy ways for you to improve its credibility.

1. Limit advertisements

While advertisements may be a nice form of income for you, they aren’t popular with your visitors.

How much do you rely on ads to make a profit?

If it’s just a small percentage, I recommend getting rid of them altogether.

If you’re an ecommerce site or have a website that makes money from other revenue streams, ads aren’t always necessary.

But say you run a blog and ads are your primary income. In that case, you’ll need to keep them as limited as possible.

Take a look at the types of ads people dislike the most:

image1 7

Take these numbers into consideration.

Avoid popup ads, and use minimal banner ads.

Although 43% of customers still dislike banners, it’s not as high of a number compared to some other options.

2. Customer service that’s easily accessible

If someone visiting your site has a question or problem, they shouldn’t have to hunt for customer service options.

This should be readily available.

When customer service is unreachable, it makes the visitor feel uneasy.

Especially if it’s during normal business hours.

Note how Apple Support gives customers a variety of ways to reach customer service:

image6 7

They even have a recommended option.

People love to have choices.

Not everyone wants to pick up the phone.

It’s great when companies have customer service available via online chat.

If you can swing it, give it a try.

3. All your contact information

This should go without saying, but you’d be surprised how often I can’t find contact information on websites.

When I see that, I think it’s sketchy.

What are they trying to hide by withholding their phone number?

Make sure your site has:

  • physical address
  • email address
  • phone number
  • links to social pages (Facebook, YouTube, LinkedIn)

Failure to do so will make your page appear untrustworthy.

4. Reviews and testimonials

Showcasing customer testimonials on your website helps generate social proof.

This is especially true if you can get a testimonial from an expert in your industry.

You should also have a place on your site where customers can leave reviews.

While good reviews are obviously what you’re looking for, some unfavorable comments may actually boost your credibility as well.

If all customer feedback on your website is positive, it may appear fake.

Even if some people didn’t have the best experience with your business, allowing them to leave a review for others to read will establish trust.

It also helps prove you’re an actual business and not a scam.

Interact with the customers who left a review on your site.

This will help build credibility as well.

5. Security badges

What kind of security measures are you taking to protect users who visit your website?

Showcase those badges on each page.

image8 7

Studies show that people trust the Norton AntiVirus seal the most compared to other badges.

If you use Norton, proudly display that badge on your site.

If you’re looking for services to improve your site security, Norton may not be a bad place to start based on this information.

6. Validation from other media sources

Have you been featured in a magazine, newspaper, or on a website?

Any positive press about your company should be proudly displayed on your site.

If established media sources have verified your business, it will increase your legitimacy in the eyes of anyone who visits your website.

Find a good spot on your page to add any videos, screenshots, or links to all those stories.

7. Awards

Your website is a great place to show off any awards or achievements.

Whether it’s local, regional, or national, anything helps.

Even if you won an award a couple of years ago, put it up on your website.

Showcasing awards from the past shows you’ve been credible for a while.

It establishes your company’s history over time.

Companies that have been in business for longer periods tend to be well established and appear more credible than those that just started.

If you’ve been operating since 1950, don’t be afraid to plaster that fact on your website.

8. Social proof

We just talked about how customer reviews and testimonials can help establish social proof, but you can take this one step further to add even more credibility to your site.

Do you have any partnerships or relationships with celebrities?

Use that to your advantage.

Look at how IcyHot does this on their website:

image9 6

The picture of Shaquille O’Neal is the first thing you see when you visit their page.

Knowing such a prominent figure stands behind the brand helps reassure visitors the product is legitimate.

This added comfort builds trust between the brand and the consumer.

9. Guest posts

Guest posts are one of my favorite ways to build credibility.

There are two ways to do this, and you should take advantage of both:

  1. let guests blog on your website;
  2. write posts for other websites.

Here’s why both can lead to success.

By allowing other people to write on your website, you show visitors that someone else is willing to associate their name with your brand.

This is especially true if that person is an authority figure or person of importance within a particular industry.

But you should also try to get featured on other blogs as much as possible.

It will give you a chance to get your name exposed to a wider audience.

Since an established person or brand is letting you write on their page, it automatically tells their readers you are a credible person.

You can include a link to your website, which will drive more traffic from people who already trust you.

Both of these strategies, especially combined, can drastically improve your business.

10. A design that’s simple and professional

Keep your website simple.

Don’t go overboard with flashing lights or other bells and whistles.

It needs to be clean.

Take a look at the top factor that influenced credibility based on visitor comments:

image3 7

Over 2,600 responses were factored into these results.

The design look had the biggest impact.

11. Typography and grammar

In addition to the design, you should also consider your typography.

Don’t choose a font that’s difficult to read.

Use a large font and short sentences whenever you’re writing.

Make sure you proofread everything too.

Grammar mistakes and spelling errors are a great way to show customers you don’t care enough to check your work.

That will put you on the fast track toward losing credibility.

This can easily be avoided if you take the time and effort to make sure your writing is grammatically sound.

12. Ease of navigation

Customers shouldn’t struggle to find what they’re looking for on your website.

The menu options should be limited so it’s not too overwhelming.

Adding a search bar so your readers can look for something specific is a great way to improve your navigation as well.

All of this helps enhance the user experience, which helps with your credibility score.

13. No glitches or technical errors

You also need to make sure your website doesn’t have any bugs or glitches.

If a customer clicks a certain link, it should bring them to the right page.

Any error messages will hurt your credibility.

To prevent these problems, you need to do regular maintenance on your site.

14. Page loading speed

Let’s take our last point one step further.

In addition to not having any errors, your website should load fast.

It not only affects your credibility but also helps with your conversion rates.

image2 7

The faster your page loads, the higher your conversion rates will be.

It’s that simple.

Don’t try to find the cheapest web hosting service on the market. You get what you pay for.

It’s worth it to pay a little extra to avoid technical glitches and always have fast loading times.

15. Photos and biographies of your staff

Adding a page that introduces your staff to your visitors will help establish trust.

It shows you’re not some nameless and faceless brand—real people work for your company.

This simple page will make it easier for customers to relate to your business.

16. Clearly state all policies

Don’t assume website visitors know your company policies.

All of these should be clearly stated on your website.

This will help you from a legal perspective as well in case there is a dispute.

Make sure things such as your return policy or money back guarantee are outlined in detail.

If you’re an ecommerce business, consumers may be hesitant to shop if they don’t think you stand behind your product.

17. Back up all your data

Any time you’re referring to statistical information, studies, or other data, don’t forget to cite your sources.

It’s easy.

Just say something like, “According to research conducted at the University of XYZ…”, and include a hyperlink to the original source of information.

This will show people visiting your site you’re not pulling numbers out of thin air.

If you read my blogs regularly, you know by now I always hyperlink data claims to their sources.

18. Be upfront about your prices

Don’t try to sneak hidden fees past your customers.

It’s shady.

Let’s look at the top reasons for shopping cart abandonment:

image5 7

Don’t wait until the last minute to tell customers you’re charging them tax, shipping, or other fees.

You should have all your prices clearly listed on the website.

Adding extra costs in the shopping cart could make the customer think you’re trying to sneak one by them.

It’s just not good business practice.

You also shouldn’t say things like “Contact us for pricing.”

Why wouldn’t you just list your prices?

What are you trying to hide?

Those are questions that will go through the customer’s mind if you do that.

19. Make sure everything is up to date

Companies make changes over time.

That’s understandable.

You may move, get a new phone number, and hire a new manager.

None of this is unreasonable.

But failure to update these changes on your website is a big problem.

If customers are trying to call you and they are getting a phone number that’s out of service, that’s an issue.

Or if they try to mail you something and it gets returned back to the sender, that’s a problem.

I’m referring to physical mail as well as a bounced email.

This can damage your reputation.

Earlier I mentioned that it’s a great idea to add employee photos and bios to your page.

But you need to keep those up to date as well.

Let’s say your company’s Vice President has their photograph on your home page. Underneath the picture, it says, “Call today and ask for me directly.”

Imagine someone calls only to find out this person no longer works there.

How does that make you look?

It hurts your credibility.

The customer may think that person never worked for you.

It’s just not a good situation for anyone involved.

20. Secure the checkout process

Refer back to that graph we just looked at regarding shopping cart abandonment.

Note 18% of those respondents said they didn’t trust the website with their credit card information.

In addition to adding security badges to your page, you have to make sure your checkout procedure is secure.

Look at this example from Dick’s Sporting Goods:

image7 7

The secure link will make their customers feel comfortable about entering their personal information, including a credit card number.

Conclusion

Having a credible website is essential for every business.

If your site looks sketchy or untrustworthy, it can drastically impact your traffic and conversions.

Making minor adjustments to your page can really improve the way it’s viewed through the eyes of a visitor.

The tips I gave you on this list are really easy to implement.

First, remove anything from your site that appears untrustworthy.

Next, add certain elements that improve the overall credibility.

It won’t take much time at all.

Trust me, you’ll notice a big difference right away.

What type of feedback have your website visitors given you about the user experience and navigation on your pages?

How I Recruited 19 People In 30 Days Into My Business 🔥

[youtube https://www.youtube.com/watch?v=q3WbTKBOYto&w=640&h=360]

How to Build a Powerful #LinkedIn Profile & Attract Great Opportunities #Infogra…

How to Build a Powerful #LinkedIn Profile & Attract Great Opportunities #Infographic #SocialMedia Source by kstory12 Like this: Like Loading… Related Tags: great, by, LinkedIn, socialmedia, HOW, S, social, powerful, …

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MRAID 3.0: What You Need to Know

If you don’t know what MRAID is, the short answer is that it’s a big headache-saver for mobile developers, advertisers and publishers everywhere. The longer answer is that it is a unified set of standards that allows rich media advertisements to work across all mobile devices and platforms.

When mobile usage and applications began to skyrocket, the growing variety of operating systems, applications, coding languages and other factors was frustrating for mobile advertisement developers, as they had to code their rich media ads multiple times for each of those platforms. Animated banner ads, videos and other interactive creative assets need to be compatible within those different scripts, such as Java for Android and Objective-C for iOS, or they won’t work and the ad won’t be served.

To address the problem, the Interactive Advertisement Bureau (IAB), an organization of industry leaders, crafted an application programming interface (API) called the Mobile Rich Media Ad Interface Definitions.

How does it work?

The protocol comprises several rules and coding standards for developers of advertisements and applications to include in their scripts and SDKs. MRAID serves as a translator between ads made in HTML5 or JavaScript and incompatible coding languages, allowing them to communicate and execute commands for one another.

In the context of programming, MRAID is a simple API to add to any ad creative and solves a lot of problems. This protocol is for applications, as web browsers can already run the various scripts like HTML5 and JavaScript.

Why is it important?

It’s important that the ad and the application cooperate, because it requires a lot of functionality for a rich media ad to display correctly. Mobile ads that are expandable, play sound and video, move with the screen as a user scrolls, or contain other interactive elements need to be able to interact with a user’s device through the application. If the application doesn’t recognize the ad’s code, it won’t even display it.

This saves time and money for developing mobile advertisement campaigns. Before this protocol, developers would have to code the same ads multiple times so that they’d appear on all major devices, which was an inefficient way to create unified ad campaigns. According to MobileAds, consumers spend more time on native apps than mobile web browsers, with 86 percent of their time spent on applications.

The IAB released the first version of MRAID in 2011 and has released updates to improve usability for ads appearing on applications so developers can expand their capabilities. MRAID also sets certain standards so that ads aren’t overly disruptive.

What’s new in MRAID 3.0

These are some of the most important features of MRAID 3.0, which was released in July 2017:

  • It allows the ad to identify if it’s appropriate to play audio depending on the user’s context. For example, if a user has headphones on and has allowed audio, it indicates the script to autoplay audio.
  • A standard close button for expanded or interstitial ads means users always have a way to close the ad. Ads without a close or hide button are highly disliked among users.
  • The application can now provide location data, allowing creatives to personalize their ad experience. For example, it’s easier for an ad provider to send a custom ad to the user depending on their current city.
  • Several quality-of-life features help ads load faster and smoother, such as viewability support so the creative can identify what quality of ad will run best for the user’s device and network.

If you’re an advertiser, it’s essential your developers are familiar with MRAID as well as this latest version. Knowing what you can do with your ads across this uniform platform will help you make more effective ads. MRAID has fast become the industry standard for coding mobile advertisements that are viewable on any device.

 

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Should You Give Customer Service Reps More Autonomy?

A good customer service experience can affect your public image and have a huge impact on your bottom line. In today’s business world, better customer service means higher retention rates, lower customer churn and a better brand image. So how do you improve your customer service experience? One of the simplest ways is by allowing customer service agents more autonomy when interacting with consumers.

What autonomy looks like in customer service

Don’t get the wrong idea about autonomy – it’s not letting employees loose who are allowed to do whatever they please. Giving your customer service agents more autonomy simply means giving them more freedom to resolve customer needs using their own discretion. An example of this would be allowing agents to give customers a certain amount of credit or a refund if they are unhappy with your product or service.

There needs to be a solid framework for how agents deal with customers needing service, but within that framework, agents can make discretionary calls and resolve issues on their own. This can help you to create a better environment for customer service in your company by letting employees go above and beyond to help customers get the resolution they need.

The benefits of more autonomy for customer service agents

The Salesforce 2015 State of Service report says that 65 percent of empowered customer service teams are high-performance teams. Employees tend to perform better when they have more autonomy in their jobs because there is a sense of ownership and true empowerment to find solutions. Your customer service employees are the face of your company to customers who may not have had a great experience with your product or service. Those agents need all the tools they can get to turn that negative experience around.

A 2015 report by Microsoft reported the following statistics about how U.S. consumers interact with a company’s customer service department:

  • 81 percent call customer service phone numbers
  • 78 percent send emails
  • 64 percent use live chat 

All of these interactions are done personally with a customer service agent. Customers seek a quick, easy, and satisfactory resolution to their problems. Empowering your agents with greater autonomy can give you the following benefits:

  • Quicker resolution of simple problems
  • Fewer employees needed per issue
  • Less pressure on management to solve every problem
  • More knowledgeable customer service agents
  • Engaged, happier employees
  • High satisfaction with customer service experiences  

All of that sounds great, but is there a catch?

Ensure your policies are well defined

Customer service is always changing. A 2015 report by Microsoft found that 90 percent of customers expected some self-service channels for customer service, including online portals or FAQ pages. This means that a large majority of customers want to find answers on their own without having to interact with customer service agents at all. Having empowered employees doesn’t do any good if they are not interacting with your customers.

Creating an effective environment for autonomy is hard. The more a customer relies on your service, the more difficult it is when you have an interruption in service. Cell phone providers provide a good case study of the tightrope businesses must walk. Analyzing customer reviews on customer complaint sites about AT&T and other cellular providers is telling. Usually, customer support agents don’t have the power to resolve the underlying issue (outages, roaming areas, etc.).

In these situations, service providers can empower their customer service agents by offering discounts and giving agents the decision-making power to offer these discounts to irate customers. Even with empowerment, an accountability structure has to be put in place to keep employees operating within set boundaries. You cannot give employees complete autonomy with pricing. In addition, a poorly constructed framework for service may lead to inconsistency in how some customers are handled.

No system is perfect. But when it comes to customer service, giving a certain level of autonomy to your agents can make an enormous impact. Despite consumers’ desire for automated service options, many use more personal means of interaction to resolve an issue and get what they need. Autonomy can improve those personal interactions and make your customers happier than ever.

How to Manage Marketing Campaigns like a Financial Currency Trader

KPIs are due EOD.

Profit and loss statements need to be generated.

Budget status updates have been requested.

Juggling multiple marketing campaigns is stressful. But more importantly, it’s also incredibly risky.

Soon enough, you’ve depleted your budget to the last few cents, and you have nothing to show for it.

Or worse, you didn’t spot the right trends in a successful tactic before spending too much on the underperforming ones.

And now you don’t have enough money to re-allocate to top-tier mediums.

Curiously enough, adopting the same methodical mindset of a financial currency trader can help you better manage results.

Here’s how.

Start With a Currency Arbitrage Mindset

Here’s the problem with digital marketing.

It changes every day. Old stuff gives way to new stuff.

And you never really know how a campaign will perform until you try it.

That saying (1) is unhelpful and (2) requires extra money to experiment with potentially budget-draining activities.

But it’s true.

You really don’t know which playbook, game plan, or actionable tip is going to work until you experiment. The stuff that worked last year almost certainly won’t work the same this year.

Not to mention that every business is structured differently. Each caters to diverse audiences. So copying your competitors or that awesome tactic you read about is also out.

What works for Company X might bankrupt Company Z.

If there were set-in-stone tactics that produced million-dollar businesses overnight, every dude on GrowthHackers.org would be rich.

PPC might be amazing for your friend’s business. But that doesn’t mean investing in PPC is instantly going to turn you into the next Zuckerberg.

So where do people turn when they hit this realization? A/B testing.

You all know those case studies that promise a mythical pot of gold at the end of a rainbow.

I did X and generated a 40000000000% increase in conversions!

Okay, maybe that’s a slight exaggeration, but it’s not that far off.

Most A/B tests fail, though.

They take too long to get results. Plus that whole “bias” thing. And of course, sample size.

You need a minimum of 1,000 conversions monthly for statistical significance.

So what should you do instead?

Implement a currency arbitrage mindset.

Currency arbitrage is a strategy in which the trader takes advantage of different spreads offered by brokers for a particular currency pair by making trades.

Different spreads imply a gap between the bid and ask prices. Meaning, they can buy and sell pairs to make more money.

What does this mean in English?

Place lots of small bets on different tactics, channels, platforms, and mediums so that you can evaluate their effectiveness in real-time.

Once you see specific trends developing (either positive or negative), you double down on the winners and cut your losses on the rest.

This way, you can test multiple experiments at once without the bias and lack of statistical significance that comes with A/B testing.

You get in and out fast. And you come out on the other side with specific campaigns to focus on rather than a mixed bag.

For example, you can’t always control the end result. But you can control the inputs that eventually get you there. And you can monitor, forecast, or predict where those will fall based on just a few days’ worth of performance.

Then, you can fine tune and adjust each ‘level’ accordingly to squeeze out the best results.

Adjusting Your Budget Based on Market Movement

The first banner advertisement ever appeared on HotWired in 1994.

Look at this gem:

Image Source

By today’s standards, it looks like a joke, right?

Is that tie-dye? Yes, yes it is.

But it gets worse:

See that subliminal “YOU WILL” message on the right???

Super subtle. Lord have mercy on us all.

But guess what?

This banner ad debuted with a click-through rate of 78%.

Yes, you read that right. Seventy. Eight. Percent.

If you told any marketer today that your banner ads are getting a 78% CTR, you’d get laughed out of the room.

Why? It’s inconceivable. It’s probably impossible in today’s world.

Today, the average display ad CTR is 0.05%.

Image Source

This all brings me back to one concept coined by Andrew Chen:

The law of shitty click-throughs:

All marketing strategies over time will result in shitty click-through rates.

As more and more people use these tactics, the market becomes saturated.

Users get sick of it, and they don’t click. Or they go banner blind.

You can see trends that follow this concept with almost any marketing activity.

Remember the good old days when Facebook organic reach was insane?

You paid nothing and reached thousands or millions of eager users.

Now, organic reach is almost nothing:

Image Source

As more and more marketers use the concepts put in place, it results in fewer and fewer results.

This is a perfect example of market movement and active management in currency trading.

You can’t hold certain trades forever and expect exponential performance.

Just because something is generating an insane ROI now, doesn’t mean you can ride it off into the sunset.

Markets are constantly shifting, just like marketing tactics.

What was hot one day (banner ads) isn’t now.

If you don’t adjust your strategy based on analytic research and forecasts, you risk declining performances associated with passive management.

Passive management is when you sit idly by and attempt to cruise to the finish line on your current strategy.

Active management relies on analytical performance data over time to spot trends and make informed decisions about what needs to change.

If you notice a decline in organic reach on Facebook, you probably shouldn’t be dumping your campaign dollars into it.

Unfortunately, us marketers (including me) fall into this trap more often than we’d like to admit.

You log in to Google AdWords or Analytics and see some great conversion data:

Your plans are working as you’d hoped.

But that doesn’t mean you can sit back and let the good times roll.

Sure, you can do that for a little bit. But over time, as markets, tactics, and consumers shift, you’ve gotta take an active role in managing campaigns.

Adjust based on trends.

A great way to do this is by analyzing specific topics on Google Trends:

Or even keeping up to date with the latest studies on popular marketing tactics by conducting a basic Google search:

Stay up-to-date with market movement and look at the underlying trends or patterns. Because when people are blogging about it, tweeting it, favoriting it, or liking it, it’s already too late.

Be Cautious in a Bull Market

When everything is running smoothly, it’s referred to as a bull market.

Investor confidence and financial optimism are at an all-time high.

On the surface, everything is running like a well-oiled machine.

Unemployment is low. The economy’s GDP is growing steadily. Stocks are rising.

And your marketing tactics are getting more traction.

But with all of this surface-based optimism comes serious potential side effects:

It now becomes difficult to predict potential shifts and trends or when tactics might change.

Facebook’s organic reach was booming just a few years ago. Until, of course, it didn’t.

Image Source

Now? Good luck. We’ve crapped out.

There is actually a pretty easy explanation for it. Simple supply vs. demand.

User growth is slowing while the number of content pieces has exploded exponentially. Too much supply, not enough demand.

Guess what’s going to repeat now on Instagram?

Right now it’s the place to be for your content. Just give it a minute.

And don’t get swept up by the bull market.

Find your own Big Short

Have you ever seen The Big Short?

If not, I highly recommend it. It’s a great movie.

Not just because it’s an incredible, intense account of the 2005 housing crisis.

Mainly because it features Steve Carell:

via GIPHY

Inspirational as always, Prison Mike.

In all seriousness, it’s a great movie that heavily relates to digital marketing.

The main concept of the movie was based on the true story of Michael Burry, a hedge fund manager who shorted the housing crisis of 2005.

He believed there was a housing bubble, leading him to short sell and bet against the banks who thought he was a chump, taking his deals like candy.

The idea of short selling is motivated by the belief that a security’s price will decline, enabling it to be bought back at a lower price point for maximum profit.

And people thought Michael (Burry, not Prison) was insane.

Who in their right mind bets against the housing market when prices are nearly doubling year after year?

But Burry noticed a few troubling trends. He saw that subprime home loans were in danger of defaulting. And many adjustable rate mortgages with balloon payments were all adjusting around the same time.

He decided to throw more than one billion dollars into credit default swaps.

It’s safe to say that the banks weren’t too happy in the end.

Here’s the moral of the story:

Very few people believed him. But Burry discovered the mystical unicorn that most marketers strive to find.

The main point as it relates to marketing campaigns is this:

You need to find your own big short.

Your own diamond in the rough that you can tap into before anyone else.

Your own display ad invention that generates a 78% CTR.

Finding the tactic that brings your conversions up by 10x.

Sounds wonderful. But you know it’s not easy. Because it hasn’t been blogged about or shared at conferences just yet.

But examples of it do already exist in the marketing world today.

For example, Brian Dean of Backlinko raised the link-building bar with his skyscraper technique.

He took a spin on a classic link-building tactic that increased his search traffic by 110% in just two weeks.

Image Source

On top of a massive increase in traffic, he generated countless backlinks from thousands of different referring domains:

referring domains from backlinko blog postImage Source

He effectively took his link-building strategy to the next level by going against the grain.

He didn’t sit back and ride the wave of guest blogging or other outdated, declining strategies.

He found his own big short.

While small marketing tactics like A/B testing and creating new ads or creative for your campaigns is a step in the right direction, it isn’t the end-all-be-all. Small bets don’t move the needle.

They merely help you figure out if you’re on the right track (or not). And help to show you when it’s time to go all-in.

Conclusion

Managing marketing campaigns is a stressful task.

Big, splashy, high-budget campaigns have high expectations. Bosses and clients expect big, lofty performance to go with it.

Money can get away from you fast if you aren’t careful.

Even worse, you can get so caught up in data that you miss the right trends.

Trends that tell you which aspects of your campaign are winning and which are losing.

Instead of flying blind or crossing your fingers, think like a financial currency trader.

Analyze the data with a currency arbitrage mindset. Keep up with market movement by taking an active management role in your campaigns. Be cautious in a bull market when everyone’s saying the same things.

And don’t be afraid to bet big when the time comes.

About the Author: Brad Smith is the founder of Codeless, a B2B content creation company. Frequent contributor to Kissmetrics, Unbounce, WordStream, AdEspresso, Search Engine Journal, Autopilot, and more.

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