Many people use adblockers as they find ads just annoying, they don't want to be disturbed while surfing online, or are afraid of infecting their computer with malware through ads. Thus, the advertising industry must look for alternative business models.
The goal of content scoring is to place the right topics in the right place at the right time to achieve maximum impact which requires content and the associated requirements being strategically well planned and prioritized accordingly.
As soon as we develop AI-supported models for analyzing human behavior, we simultaneously influence the shaping of society. However, existing methods for analyzing social phenomena may not be able to cope with this "feedback mechanism". It is therefore particularly important to be vigilant when artificial intelligence is used to analyze patterns in human behavior and complex social phenomena. In principle, it is important to first weigh the risk of each project against its benefit – and, if necessary, to decide against it, as Microsoft Research emphasizes in an “Update on responsible AI research“.
As companies have more and more customer information at their disposal, they can quite easily design and carry out their marketing activities in a data-driven manner. Advertisers no longer have to shoot at sparrows with cannons and spend a lot of money on large-scale campaigns, at the end of which only a fraction of the people reached become buyers. Instead, extensive amounts of data, in combination with modern technologies, enable targeted investments with high precision. Companies can replace gut feelings with well-founded information and not only use their budgets more efficiently, but also significantly increase the conversion rate.
FENIX360, an artist-centric platform, is disrupting the traditional artists business with its 360 experiential ecosystem and pay model that will allow artists and creators to retain the majority revenue on the platform.
In an industry that typically favored middlemen, resulting in redundant and unnecessary costs, artists and creators were often left with almost nothing. But with FENIX360 that will now change. Its revolutionary blockchain platform is designed to better connect artists and fans in a way that benefits everyone, offering musicians and other artists multiple new revenue streams, such as direct access to the merchandise and ticketing industries - in a way that’s never been done before.
Dreame, a leading online fiction platform from Singapore, announced a partnership with Globook to create audio books based on popular Dreame stories. Building on the success of Dreame's platform, the partnership is focused on the experience of customers and writers. In addition, this new contract will allow Globook to name the App as DreameFM of which the Android version has already been made available in the Google Play Store.
Optimizing online marketing purely based on metrics alone is tempting, as is managing campaigns based on conversion numbers and targeting a loyal audience with precise tracking and retargeting, but the long-term goal traffic, is often overlooked.
OutSystems, a leader in high-performance low-code development, announced the results of the new Total Economic Impact™ of OutSystems, a commissioned study from Forrester Consulting on behalf of OutSystems.
Founded in 2001, with the mission to give every organization the power to innovate through software, OutSystems gives technology leaders and developers the tools to rapidly build and deploy their own business-critical applications.
The study reports that the OutSystems high-performance low-code platform delivered a 506% return on investment over three years. These findings come on the heels of the Forrester Wave™: Low-Code Development Platforms for Professional Developers, Q2 2021 report recognizing OutSystems as a leader in low-code development platforms and the "developers' choice" platform.
"Companies of all sizes need to deliver business critical apps with tight developer resources and are increasingly turning to low-code application development methods to meet their goals – but not all low-code is created equally," said Paulo Rosado, CEO of OutSystems. "It's time for organizations to finally experience the radical productivity, power and speed required to crush their backlog and deliver the software they need to succeed. This new research uncovers the power of OutSystems high-performance low-code development."
The Total Economic Impact™ of OutSystems examined the benefits achieved by four enterprise organizations that previously relied on traditional frameworks for software development before deploying OutSystems. While OutSystems serves companies of all sizes and industries, the study calculated the financial benefits based on a composite organization, which represents the value achieved by the organizations Forrester interviewed.
Overall, the study found significant quantifiable cost savings when comparing the time and expense of creating and maintaining internal custom software development versus deploying the OutSystems platform. In fact, the study showed that OutSystems improved developer productivity by enabling teams to deliver more applications with the same number of developers and deliver applications in a shorter time frame.
Customer findings also revealed that OutSystems simplifies the ongoing maintenance: a director of software engineering and technology initiatives at a pharmaceutical company noted that OutSystems projects were 25% to 50% less expensive than comparable prior projects, while a director of custom development projects at a manufacturer reported a 2x development time savings in the first year.
Companies also noted that quantifiable benefits are achieved through greater corporate agility, improved security, and fewer bugs from higher-quality code. The full study can be download here.
Whether it be marketing materials, website content, pitch decks or contracts, for the majority of employees, creating content is a daily to-do and for some even the most important component of their job. However, many of them fear errors in released documents, and thus risks for their own brand, as well as negative effects on sales, resulting in, among other things, a loss of customer confidence.
Time and again we read and hear about cyberattacks on companies and with the accelerated digitization caused by the pandemic, this danger has increased even further.
Customers expect personalization in every single interaction with a brand. At the same time, they don't trust companies to keep their personal information safe and handle it responsibly. Companies everywhere face this dilemma, as a new study shows.
Most companies today rely on IT environments in which cloud and distributed services are combined with legacy technologies. However, this makes it difficult for IT teams to keep track of security and performance issues across all systems. You need transparency across the entire IT stack and real-time data to quickly identify and fix critical issues. The more prepared a company is, the better it can protect itself against malware, data breaches and intellectual property theft:
Numerous indicators make clear that the next five years will usher in extreme transformation for a multitude of industries and sectors as well as the global economy at large. This begs the question: what is driving such significant and rapid change? This big question just might be answered in two words: alternative data.
In reviewing a number of marketing dashboards, it’s clear there are online metrics abound – from website metrics such as site visits, page views, open rates and click- throughs, to social media metrics such as fans, followers, likes and online rankings such as MOZ and Klout.
Some companies are exploring ways to link online activity to the pipeline such as visit-to-conversion or engagement-to-conversion ratios. While all of these may be helpful, the buying process in the B2B world is often long and complex. Buyers may follow you and visit your site numerous times before making a purchase. As a result, you need to focus on metrics beyond traditional conversion models.
It is quite possible that early visits are a part of the evaluation and consideration phases and a precursor to action. As a result, companies should consider expanding online metrics beyond visitor-conversions, to metrics that connect online behavior with how well you’ve created preference and consideration in the buying phase. This will require research and A/B testing to track which areas of your online communication efforts best support your customers buying process.
The key is to develop a way to understand how customer online behavior impacts the buying process. The more you can connect online behavior that relates to engagement, experience, consideration, preference, and consumption, the more likely you’ll be able to increase profitable sales. There are three areas to monitor and measure.
- Experience: In today’s environment, face-to-face contact with a customer may come later rather than sooner. Customers use a number of online experiences when considering a company to give their business. These experiences include those you can control – your website, your blog, your emails, and those you cannot control – reviews, comments, and tweets. Therefore, the more ways we can monitor and measure experience and create opportunities to help customers with critical steps in the buying decision, the better. These critical steps are often decision points in the buying process. Focus on creating a positive experience for those steps or decision points in your customers buying process, especially those that will help them decide to actually reach out and engage in a voice or face-to-face conversation. Tie online experience metrics to cost of sale and time to purchase.
- Convenience: Everyone is busy. Convenience has become table stakes. In the B2B world, it’s common for customers to need something that’s not “off the shelf” or additional components to complete the product. Explore ways to make these options and components easy to find on your website and more convenient to buy. Tie convenience to average order value.
- Differentiation: It important to present product information as clearly as possible. Customers expect to learn about products, features, and benefits through text, photography, and video. Consider how can make it possible for customers to experience the product/service online and for this experience to resemble the actual product. Tie time to purchase, rate of customer acquisition, and preference to behaviors connected to your differentiation efforts.
By monitoring experience, convenience, and differentiation, you will start to craft a much more omnipotent view of your online presence and thus the effectiveness of your online campaigns.
Since we are measuring customer behavior, it is important to match these metrics with your perception of the customer experience. Although it is sometimes hard to put yourself in the customer’s shoes unbiasedly, peers and colleagues can be an extremely useful devil’s advocate. As we have come to realize in the past decade, almost anything is quantifiable.
With this realization comes the next: Numbers rarely lie.
By Laura Patterson, President, VisionEdge Marketing