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colby

Why segmenting campaigns by device makes sense… most of the time

Take a look at how your campaigns are performing on desktop, tablet, and mobile. Chances are you’ll see the majority of your clicks, spend and conversions coming from mobile devices. Here is an example of a client’s lead gen campaign over a 3 month time period. After seeing that the spend on mobile was 3x greater than on desktop and tablet, we made the decision to create device-specific campaigns in order to have better control over the daily budget. To do this, we simply replicated the original campaign so all the settings and targeting were exactly the same and we applied a -100% bid adjustments to the devices we wanted to exclude for each campaign (We also created new ad copy but we will get to that later). Original Campaign: Desktop + Tablet New Campaign: Mobile Only Before, we had a total of 28 conversions in 3 months (4% conversion rate). After we segmented our campaign we had over 70 conversions at a 5.8% conversion rate during the same 3 month period. This was a complete game changer for our client, but before you start device-specific campaigns, here are a few things to ask yourself: Do I have enough data to see clear performance differences

19 Mar
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1477
kate

Apple signs Texture, an Unlimited Magazine App – We put it up for review.

What started as a review of the mobile app Sip by Product Hunt, soon transferred to Texture – Unlimited Magazines app, which Apple recently bought. Texture is referred to as the “Netflix of Magazines.” We were testing out Sip when we read about Apple purchasing Texture, a digital magazine service created by Next Issue Media LLC.      So what is Texture? Well, it’s a lot like stated above, the Netflix of magazines. Categorized under news applications in the app store, Texture was developed by Next Issue Media LLC. For $9.99/month users have access to over 200 publications and some of their archived issues. Publications vary from Forbes, Glamour, to Fit Pregnancy and National Geographic Kids. Pros: 200+ Publications – I think the 200+ publications is an automatic pro, at least in my book. It has the most recent publications of each magazine but there are also older, archived magazines you can track back to if desired. Favorites list – Choose a list of favorites upon launching your account, allowing those to appear first in the “My Library” section of the app. The magazines can be changed at any time, you’re not stuck with them for life. Save for later – Save specific articles/stories to read later or

16 Mar
0
1259
kate

Vero interesting – We reviewed the trending app, Vero

In the span of a week, the re-trending social application Vero went from 150,000 downloads to nearly 3 million. While Vero’s CEO and associates are receiving negative attention in the news, we’ve tasked the team to simply rate the usability and overall features of the application. Find out why SISDigital rated the Vero application a 3/5 below.   Pros:  Chronological order – Facebook and Instagram steered away from this style feed, but Vero seems to be bringing it back which users seemingly enjoy. Categorized connections – There are three levels when it comes to connections; acquaintances (the default category), friend, and close friend. When you accept a connection you determine where that person falls. Your new connection is not informed of your decision, it is kept internal. No status update/text post – Your feed will not be filled with mindless rambling or a slew of status updates on Vero. Users must post engaging content; photos, videos, music, or links with substance. You can, however, add a caption. Link to other social profiles – When you share content on Vero, you have the ability to share to your other social platforms such as Facebook and/or Twitter. Connected to iTunes – When sharing or searching

7 Mar
0
1126
colby

Ok, Google. What is Structure Data & Why is it Important for 2018?

Voice search is radically changing the way we search for information and is undeniably growing at a rapid pace. Unlike traditional web-based search where many results are displayed as a list –  voice search is all about the one best answer.  This answer is often the same information displayed in the form of rich snippets (images, knowledge graphs, charts + tables, etc) within the SERP mobile and desktop. A website that implements structured data or Schema markup has a better chance of appearing in these rich snippets (aka Rank #0) because search engines can better understand, categorize and structure important information about your website and deliver it to users. Structuring Data Using Schema Microdata Markup Schema Markup is a vocabulary used by search engines to define the hierarchy and categorize the data on your webpage. It is a basically a set of tags added to the HTML that describes the important facts (or microdata) about your business, article or recipe that you want search engines to pay attention to. For example, a local chef Vivian Howard recently opened a new pizza shop downtown and wants to markup the following information on the homepage. About: Benny’s Big Time Pizzeria Big, Fun, Tasty,

12 Feb
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2422
kate

2 Steps To Social Synergy

Making your social media cohesive to your social setting. How do you get seamless branding through your social media platforms and your actual social setting? Whether your social setting be a shopping center, amusement park, or concert, how do you do it? Well, synergy. Creating synergy through both social media and social settings will create consistency for your brand. A simple definition of Synergy is the interaction or cooperation of two or more organizations, substances, or other agents. Which is what you want your social media and venue to do. You want them to work together to increase brand awareness and sell your product or service. But I like to think of word synergy in a naive manner. If you want to compose synergy then your social environment and social media should have, get this, similar energy = synergy. Your social media should reflect the feel, atmosphere, and personality of the environment your customer would be walking in to. It creates a wholesome branding. Here are two ways to implement synergy. In a recent Sprout Social session, Museum of Ice Cream’s head of content and social, Madison Utendahl, spoke about how creating content online should inspire action offline. Right off

7 Feb
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1153
colby

Facebook is Becoming More “Meaningful”, And So Should You!

Must-Do’s After Jan. 11, 2018 Facebook Announcement  After the recent attention from the U.S. Government, FB announced a monumental shift in the way advertisers and publishers will be able to use the platform to interact with users and achieve business objectives from now on. The 2018 Feed Update will essentially put greater emphasis on “meaningful reactions between people” (ie you will see less content and posts from business, brands and media publishers.) Zuckerberg cites “a responsibility to make sure our services aren’t just fun to use, but also good for people’s well-being” as justification for the change, admitting that companies will have to work harder to gain their customers’ attention. So, how do you continue reaching customers on Facebook? While the exact impact of the change is unclear, we know that, quote, “meaningful reactions” are important. If you can’t say that about your Facebook followers currently, then here are a few things to help you tread these scary waters. Comments are key but don’t ask for them. Nobody likes an “engagement-baiter” according to Facebook so don’t use terms like: “COMMENT”, “SHARE”, and “TAG” in your post content. Do not post if it is not meaningful – cut the crap and only spend time on posting highly relevant content. (Also, do

26 Jan
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1358
meg2016

VR Is Changing Destination Marketing

No Longer Book Blindly The VR wave is here in many forms and it’s not just for the tech-savvy.  In fact, consumer interest in VR is at an all time high, sitting at 74 percent. VR is officially a marketing tool now and technology continues to provide us with a vast array of applications and online tools so businesses can continue to boost their marketing presence. Crackle just announced their most recent VR aspirations which include brand advertisement, 360-degree video commercials, and even a virtual theater. VR has changed the way we view images, video, and interactive gaming, and now we will be able to experience VR while doing an activity most of us do daily, watching television, with the introduction of VR commercials. The marketing experience is in the hands of the user – they choose what they see and how they see it. Storytelling is no longer frame-by-frame – VR can transport the user to a different place all while keeping them engaged in the experience. Online distributors like Crackle will be one of the first places consumers can experience VR marketing but its uses expand beyond commercials. Entering into the VR world is SISDigital’s newest product, SkyNav,

22 May
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2360
colby

Marketers Need to Brace for the Future of VR

This week was a big week for WebVR nerds like Ty Downing. Google rolled out some major updates to Daydream and presented a new standalone VR headset with positional tracking that will make VR content look and feel really, really real at this year’s Google I/O conference. Updates to Daydream First, Google announced Wednesday that Daydream will soon be able to cast VR sessions directly to your TV so you can share the experience with everyone in the room. Wearing a VR headset around friends was awkward before so we’re glad it’s becoming more of a social activity. via GIPHY No friends? No worries. Daydream will also allow you to capture screenshots of your VR world to share on social so everyone will be jealous of you. A new dashboard will even allow you to text and access normal Android functions without ever having to leave the VR experience. New Standalone VR Headset w/ AR In other news, HTC and Lenova are working with Google to build a new standalone VR headset that will use inside-out positional tracking to track your precise movements in space — without any external sensors to install. AND, it gets smarter as you wear it.

19 May
0
1867
tydowning

VR and #WebVR Is Finally Making An Impact For Marketing

Whether you like it or not, Virtual Reality is finally beginning to find it’s place in a bonafide marketing role. In fact, take a look at the “VR Industry Interest” percentages below (Infographic from Marketo). No longer is this a gaming industry and focal point there. Note in particular Travel and Tourism, adventures, 74% consumer interest. Smart marketers and industries will need to act sooner than later to create strategies and implementation tactics for VR, and WebVR applications. WebVR Is Here – Introducing SkyNav! SISDigital is excited to finally have a solution for the VR world, but more importantly, an easy conduit for industries to leverage VR, let me introduce you to SkyNav™.  SkyNav is a web-based immersive product (WebVR) that allows no barrier to entry for consumers, an easy way to experience lets say a large scale community, city or especially the tourism industries such as Convention and Visitor Bureaus (CVB’s).  Our WebVR product on the fly turns into a Virtual Reality experience on most smartphones by simply turning it to landscape mode, and slipping your device into Google Cardboard, similar cardboard or Samsung GearVR. If you’d like to see SkyNav™ in action, take a flight now!  To learn more about

10 Feb
0
3511
mojo

Digital Marketing for 2016 – Review

As we draw closer to 2017, we as professionals can’t help but associate the holiday season with a time for reflection upon the past year that has passed us by, and utilize the time as a chance to revamp and recharge for a more successful next. Another trip around the sun- filled with lofty business goals, aspirations, achievements, new clients, successes, roadblocks, and fails. As a business, it is extremely important to audit each aspect of your company based on what you had set out to accomplish at the first of the year- what did you do well? What didn’t you? What can improve? What do you want to accomplish? The same goes for your businesses digital presence. As many of you all know, SISDigital creates a yearly handbook that helps businesses predict and plan for the upcoming new year from a digital marketing standpoint. Being industry leaders, we find it extremely rewarding and beneficial to spread the wealth of knowledge that we as an agency are proud to have regarding our services. Being the time of year for reflection, we wanted to take a step back and review what our predictions for 2016 were and how they compared to

21 Dec
0
3561

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