Industry face-off: Interactive email marketing and why it works
As digital marketers, we are obsessed with reading industry blogs, looking for new trends, and hearing what our fellow nerds and tech enthusiasts have to say. We recently saw a great post from David Bailey – who, for the record, we love. In his post, which you can read here, he crowns 2017 the year of interactive email marketing. And we agree! … but we don’t agree with why he thinks so. Or at least, we believe there might be some deeper, underlying reasons why his central thesis is true. We encourage you to read Dave’s post, but have to politely go head-to-head in an industry face off about the “why.” Seriously, email marketing works! At the most basic level, we agree with Dave on why interactive email marketing works. According to Constant Contact, more than 80% of smartphone users check their email in the morning … before brushing their teeth. You read that right. The vast majority of people think checking their email is more important than tackling their morning breath. As Dave points out, email has high engagement rates, and you own every single email on your distribution list so there’s no need to pay for play. We have also found that email is one of the most effective ways to increase loyalty, inspire product use, and keep customers coming back again and again (or referring their friends). And we all know, keeping a customer, or convincing them to become a repeat purchaser, is a lot easier than soliciting a new client. Okay…but why? With so many emerging digital communication tools – from social platforms like Snapchat to non-traditional messaging tools like Slack – you might expect to see a decline in the importance of emails. Email fatigue is real, and we’re betting you’ve experienced it in your own office or inbox. As the number of ways we can connect online increases, people are craving more and more human interaction. That being said, email is still highly effective and has successfully evolved and adapted to consumers’ expectations about consumption. Email is more mobile friendly than ever, thoughtful tagging tools and apps let you filter what messages you see and when, and integrations help you personalize the email experience across platforms. Dave suggests that email works because no other platform has beat it out yet. He specifically suggests that the mobile app market is too saturated to be successful now that the novelty has worn off (you know, just because there’s an app for that, doesn’t mean consumers want it); and that messaging tools are headed in the same direction. We disagree. Messaging tools are stickier than ever and boast some of the highest repeat user rates across the digital landscape. We don’t believe email works because there aren’t equally popular platforms out there. We believe email works because it’s the only one that can adapt to devices and platforms seamlessly. In other words, email really nails that seamless multi-platform experience we keep telling you about. It’s all about the power of multi-platform connection and email marketing. New scripts and email codes are making this experience even better by making it possible to add buttons, animations, and interactive elements to emails. This removes a click barrier between the inbox and a shopping cart, an e-commerce point of sale, or call to action. Interactive elements link one of the most engaging marketing channels closer to our day-to-day lives and needs by reducing the need to migrate to and load a website, re-enter information, or get too far away from whatever other tasks you may be completing in your inbox. This is especially powerful for consumer products and transactional purchases that rely on a smooth sales cycle and purchase experience. BIGEYE specializes in curating multi-platform experiences that really catch customers’ attention. Click here to discover what interactive email marketing can do for your brand … and bottom line.
How tracking pixel services can boost your company’s marketing
What are tracking pixel services? Chances are if you’re reading this you are between the ages of 18 and 44, live in Orlando, have earned a college degree and work in business leadership or marketing, are a frequent traveler despite a household income lower than $100K per year (maybe because you likely don’t have children), and watch 60 Minutes, NFL football, and Nashville. You might not realize it yet but you’re also 13 times more likely than the national average to own a car bought in 2014, 6 times as likely to have moved recently, 5 times as likely to use Yelp, 4 times as likely to own Vans and watch Bob’s Burgers, 3 times as likely to be vegetarian, and 2 times as likely to be an NHL hockey fan. If any of these apply to you, you may be wondering how it’s possible that we know this. Some may seem obvious – it certainly makes sense to guess that the majority of people reading a blog article from an Orlando advertising agency would be college grads living in Orlando and working in business and marketing – but clearly we have more data on you than just what educated guesses are likely to provide. After all, although we would love to hear your recommendations in the comments, we haven’t asked you to give us any information about your favorite TV shows or sports, what clothing brands you wear, when you bought your car, or whether you like Yelp. So how did we know? We know, because at BIGEYE we utilize tracking pixel services both for ourselves and for our clients to get better understanding of our audience. Tracking pixel services utilize a small, transparent 1 x 1 transparent pixel image or GIF that is downloaded by each unique IP address that views a piece of online content that is affixed with the tracking pixel code. In order to load the content, a user’s browser has to reach out to an advertiser’s server with a unique request including the IP address. This offers advertisers the ability to track the number of pixels that have been shown in the server logs. How do tracking pixel services work? While tracking pixels have been utilized for counting impressions and pageviews for over a decade, it’s only in the last year that pixel tracking services have transformed into an integral part of persona marketing and understanding your audience. By utilizing IP addresses as unique identifiers, advertising networks have been able to create an audience grid identifying what consumers are viewing what content online by analyzing the unique tracking pixels that they are carrying. Furthermore by entering into agreements with credit companies like Experian, TV providers such as TiVo, and research companies such as DLX advertisers are able to integrate offline and demographic information through IP matching. However, once the data has been run through an audience grid, the IP addresses are scrubbed from the data and it is fully anonymized with no personal identification information (PII) provided to the advertisers who are utilizing pixel tracking services. So while we are able to identify what segments of our audience are interested in, we are able to identify what any characteristics of any unique users to our site. So yes, Carl, you’re in luck – we can’t tell your boss that you’ve spent the past three hours on Facebook or about your abiding love for telenovas. What are the benefits of tracking pixel services? While it’s certainly interesting just to take a look and see what your website visitors are interested in when they’re perusing your blog, tracking pixel services are also an extremely powerful tool for media planning and persona marketing. If you are currently running broadcast or cable television buys, how certain are you that the programs your ads are appearing in are the programs that your audience is watching? With tracking pixel services you can be guaranteed to purchase only televisions shows that a majority or a plurality of our audience watches. Or if you’re looking for a way to reach your audience at a lower cost utilize the affinity information to identify what lower-cost and GRP programs your audience is significantly more likely than the average to view. And the benefits to persona marketing are clear. Having a greater understanding of different segments of your target audience and what their demographic and affinity interests are gives you a more built-out and developed persona. Let us know how we can help you utilize tracking pixel services to your company’s advantage.
BIGEYE builds community relationships through industry events
Orlando, Florida – January 4, 2017 – BIGEYE, a creative, multi-platform advertising partner headquartered in Orlando’s Audubon Park, has ventured into a new realm of the advertising and marketing industry – event management. The recent expansion into a 14,000 square foot highly technical and collaborative workspace earlier this year has provided the agency an opportunity they never had before. BIGEYE offers their event space to the community as a free venue for local industry groups to host board meetings, guest speakers, panel presentations, and other educational events. Well-known groups such as Creative Mornings, American Advertising Federation, Ad2, American Marketing Association, and the University of Central Florida Coding Boot Camp have already partnered with the agency to host their events. Another local group that has already hosted several events at BIGEYE is AIGA Orlando, The Professional Association for Design. Both as a sponsor for other groups and on their own, AIGA Orlando has brought the community together for events such as Creative Mornings guest speaker Mark Sunderland, 5 Ways To Be A Writer panel, guest speaker Ram Castillo, and “Always Be Learning” with Bob Ewing. “BIGEYE‘s event space has been a huge asset to the continued growth of our creative community,” said Devon Hoernschemeyer & Victor Davila, Co-Presidents of AIGA Orlando. “The agency’s willingness to open their doors has contributed to the success of several of our events in the past year. It’s centrally located in Orlando making it convenient for attendees, and their set-up with chairs and A/V equipment makes event logistics easy for my board members. BIGEYE‘s space has allowed us to spend more time dreaming up fun, informative and educational events for our chapter and less time stressing about a venue. We’re deeply appreciative of BIGEYE‘s generosity and investment in our community in this way.” BIGEYE looks forward to the continued expansion of this initiative and hosting more social and educational industry events in the future. If your group could use a cool new venue for your events, contact lyndsey@bigeyeagency.com for more details. About BIGEYE BIGEYE is a creative and strategic advertising partner working with brands of all shapes and sizes. Founded in 2002, BIGEYE was named Central Florida’s “Best Ad Agency” in the Orlando Business Journal’s 2014 Readers’ Choice Awards, and recently named a 2015 “Top Social & Digital Media Marketing Agency” in Central Florida. For more information, visit bigeyeagency.com.
2016 in a nutshell
View more of BIGEYE’s creative infographics. 2016 in a Nutshell By BIGEYE Posted on December 15, 2016 It’s been a wild and weird year! January-Zika outbreak in the U.S. The year started off strong with an outbreak of Zika virus, a disease related to yellow eer and spread by mosquitoes, erupting in the U.S., namely Florida. The virus was predicted to affect the Florida tourism industry, but Ricks Scott announced that the state is on track to beat numbers from last year despite the threat of the outbreak. February-Leo finally wins an Oscar After six Oscar nominations, Leonardo DiCaprio finally won Best Actor for the film The Revenant during the 2016 Oscars. Leo received a standing ovation from the audience as he received his long-awaited award. March-Obama visits Cuba President Obama visited Cuba for three days in March. He was the first president to do so since Calvin Coolidge. This trip marked advancement in tourism for both the U.S. and Cuba. April-Panama Papers leak On April 3rd millions of confidential documents leaked from the law firm, Mossack Fonesca. It was revealed that several of the globe’s richest were funneling assets into security shell companies set up in lightly regulated jurisdictions. May-The death of Harambe An inhabitant of the Cincinnati Zoo, Harambe the gorilla met his untimely demise when he was shot after a young boy fell into his enclosure. Following his death, the zoo’s social media was flooded with semi-comedic commentary about the gorilla. June-Brexit The United Kingdom voted to leave the European Union on June 23rd. After the outcome of the vote the pound dropped to a three-year low against the euro. July-Pokemon Go Crazy One week after its launch, Pokemon Go became the biggest mobile game in United States history. There were 15.3 million tweets worldwide in its first week, which is 3.6 million more than for Brexit during the U.K. referendum. August-Rio Olympics The Americans won a total of 121 medals during the Rio Olympics; 46 gold, 37 silver and 38 bronze, the country’s biggest haul to date. September-iPhone 7 release The iPhone 7 sold well during the first weekend of its release, but couldn’t match the debut of the iPhone 6 in 2014. October-The Mannequin Challenge What kind of year would it be without a viral video craze? The first Mannequin Challenge video was posted by a group of highschoolers in Jacksonville, Florida. November-Trump wins the presidency Donald Trump won the 2016 presidential election despite Hillary Clinton receiving more support in the popular vote.
BIGEYE welcomes new agency marketing manager
Orlando, Florida – December 14, 2016 – BIGEYE, a creative and strategic advertising partner headquartered in Orlando’s Audubon Park, welcomes Kara Baker to the team as the new Agency Marketing Manager. Baker brings an impressive variety of skills and experiences to this new role. A Virginia native, she graduated from Longwood University in the greater Richmond area with a Bachelor of Fine Arts degree in graphic design. She worked for many years as a graphic designer, lending a hand on projects for such clients as Wal-Mart and Fuze. Her talents then brought her to nonprofit management, where she served as Vice President of Operations for a rapidly growing local nonprofit organization in the central Florida area providing over 50 million meals of global food aid to 38 countries. Baker’s leadership and operational expertise helped the nonprofit grow 800% in the first five years. “Bringing Kara into this vital management role is central to the continued growth of our agency,” said BIGEYE’s CEO and Principal Justin Ramb. “We are excited to continue focusing on the development of our marketing and new business initiatives and are fortunate to have Kara’s incredible talent and unique range of experiences leading those initiatives.” Her brilliant eye for design, enthusiastic management style, and exquisite attention to detail makes her the perfect fit to lead BIGEYE’s marketing and new business department. She has a knack for making potential clients feel at home right away and can examine the details of any problem while always keeping the bigger picture at top of mind. When she’s not in the office, Baker, a professional golfer and former collegiate player, loves exploring new courses with her husband. She lives by the motto “work hard, play hard”, which is what drew her to BIGEYE. “I wanted to be part of a team that collaborated and truly was a team,” she says. “I’ll do whatever it takes to get the job done and do it with excellence, but I’m going to want to celebrate with my team after!” In this role, Baker will lead the marketing department in establishing leads and building relationships with prospective clients, developing proposals, and guiding all internal marketing efforts. About BIGEYE BIGEYE is a fully integrated advertising agency that establishes meaningful connections between brands and consumers through the fulfillment of consumer needs and wants. Founded in 2002, BIGEYE was named Central Florida’s “Best Ad Agency” in the Orlando Business Journal’s 2014 Readers’ Choice Awards, and recently named a 2015 “Top Social & Digital Media Marketing Agency” in Central Florida. For more information, visit bigeyeagency.com.
BIGEYE expands account team with new associate account manager
Orlando, Florida – November 3, 2016 – BIGEYE, a full-service advertising and marketing agency headquartered in Central Florida, is looking forward to the future. Over the past several years the agency has been experiencing consistent growth, moving into a newly renovated 14,000 square foot collaborative workspace and adding multiple employees and interns in various departments to continue offering a wide variety of services to their clients. One particular department they plan to expand over the next year is their Account Management team in order to continue building strong client relationships, and establishing an unprecedented level of trust with every single client on their roster. A key element to this team over the past two years has been their essential Account Coordinator, Aubrey Rangel. According to Senior Account Manager Sandra Marshall, Rangel’s addition to the team has done wonders for the efficiency and organization of BIGEYE’s account management. “Aubrey has an amazing talent for taking a calm, level-headed approach to any problem and helping our clients feel safe and secure in our team’s ability to solve that problem. Not to mention she always does it with a smile on her face and without hesitation.” This dedication and commitment to the agency is what has prompted her promotion to Associate Account Manager, a role that will allow Rangel the opportunity to manage accounts as BIGEYE continues adding a significant number of valuable clients to its roster. Her impressive collaboration skills will be vital as BIGEYE begins offering more services to its clients and takes on projects that require a more varied scope of work than ever before. Rangel is a graduate of the University of Central Florida and a native Floridian. When she’s not serving clients at BIGEYE, she enjoys volunteering with the Greater Orlando Children’s Miracle Network Hospitals, and the local non-profit, Feeding Children Everywhere. About BIGEYE BIGEYE is a fully integrated advertising agency that establishes meaningful connections between brands and consumers through the fulfillment of consumer needs and wants. Founded in 2002, BIGEYE was named Central Florida’s “Best Ad Agency” in the Orlando Business Journal’s 2014 Readers’ Choice Awards, and recently named a 2015 “Top Social & Digital Media Marketing Agency” in Central Florida. For more information, visit bigeyeagency.com.
Forget the iPhone 7 – let’s talk about the iPhone 10
We’ll admit it. We’re nerds. Our office was buzzing with the advent of the iPhone 7 before it even hit shelves. But, if you’re a business owner, it’s already time to forget about the iPhone 7 and start planning for the iPhone 10. Yes, we said iPhone 10. WHAT iPHONE 10? You’re not wrong. The iPhone 7 just released a month ago … but the rumor mill is already running with whispers about the next Apple release. 2017 marks the ten-year anniversary of the iPhone, so we are betting that Apple will release something special. And we’re not the only ones. All the major tech and Mac blogs are buzzing about what’s in store for the next year. Think: a full glass body, enhancements to the already-enhanced iPhone 7 camera, new sizes, wireless charging, and increased performance. In short, a nerd’s dream. Apple isn’t the only company on the brink of some amazing breakthroughs either. Samsung and Microsoft continue to nip Apple’s heels, introducing exciting enhancements such as shatterproof glass, waterproof casings, and night-ready cameras. WHY DO PHONE RELEASES MATTER TO BUSINESSES? If you’re wondering why you should care, the answer is simple. Better phones mean the switch from desktop to mobile devices is more prevalent than ever. It means engaging apps like this summer’s rave PokémonGo will become the rule rather than the exception. It means that native advertising needs to be more creative and more fierce than ever before – begging people to engage with your content rather than skimming over it. Many companies, even with the best intentions, still haven’t fully invested in sound mobile integrations, responsive websites, or digital apps. And we get it. Some businesses might feel like they are just catching up with desktop technology and feeling confident in their web presence. Why upset the apple cart? Other companies just don’t have the budget to overhaul what they’ve already done with mobile-ready updates. Unfortunately, your target audience might not care what your reasons are. You just need to be on the devices and channels they are using, or risk missing out on their business. That makes understanding and anticipating new updates in mobile and smartphone technology critical. Most people spend over five hours per day on their smartphones. That’s a whole lot of time to grab their attention. With our help, your business can do it right. WHAT’S THE BEST WAY TO GET CAUGHT UP? Before the next major smartphone release, it’s time to get caught up and prepare for the newest waves of technology. And don’t worry, we’re here to help. Start with these three simple steps. Responsive websites: If you haven’t done so already, it’s time to get a responsive website. This is a simple technology (that can be adapted to most major CMS systems and website templates) to make your website function beautifully and efficiently on every device — no matter what size. We don’t recommend having a separate mobile site from your main website, instead, use this “shortcut” to streamline your information and present your most critical points simply and intelligently. There’s no need to be daunted by the task. If your website doesn’t already have responsive options, our team at Bigeye can help you implement this technology on any budget. Consider apps: Apps are the future. And it doesn’t matter what industry you’re in. Whether you’re in retail, healthcare, finance, or hospitality, there’s an app for almost every day-to-day use case. If you aren’t ready to invest in full app development (and the necessary promotion that goes along with it), consider partnering with another local brand that has an app people are already using. There may be an opportunity to share email lists, resources, and audience touch points (like their app) so you both benefit. For example, if you own a local cafe, it might make sense to partner with your local news channel to offer discounts on their news app … after all, nothing goes better with morning news than a cup of coffee from your baristas, right? Get creative. Plan ahead: Don’t wait until the next iPhone release to start thinking about mobile integrations. We already know that cameras, imagery, and usability are big trends to watch on all the new devices, so consider working with a trusted digital agency like BIGEYE to make sure that you’re ready when the release hits. Should your website imagery be better if it will be viewed on a crystal clear screen? Are there apps or engagement opportunities (such as sweepstakes) that could leverage new photo capabilities to complement your business? You get the idea. Technology releases are the precursor to marketing trends and emerging fads, so lean into the cutting edge and let’s work together.
Call us crazy: We’re not afraid of ad blocking. Are You?
A lot of businesses and marketers are worried about the growing efficiency of (and access to) ad blocking technology. In fairness, with over 144 million people using ad blockers, according to IMB, this might be a cause for concern if your primary advertising strategy relies on banner ads and CPC campaigns. We might sound crazy, but we’re not worried. In fact, we think the rise of ad blocking technology is a good thing. Let us tell you why. IT’S WHAT YOUR CUSTOMERS WANT: We know you’re in business to make money. We also happen to be marketers, so we’re right there with you. But ads can be annoying and distracting. It’s hard to admit, but we all know it’s true. And so do your customers — the heart and soul of your business. At the very least, you are a consumer too, so unless you’ve chosen to opt-in to every single pop up or video ad that’s interrupted your web browsing, this probably isn’t a shock to you. When the internet was first created, banner ads were an easy way to reach new audiences and grow business. Today, in a world that’s constantly connected, the deluge of ads can feel overwhelming. As business owners and advertisers, we can’t rest on our laurels. What worked in the past isn’t going to work in the future. We need to adapt to the reality that people may always be online, but they don’t want to be bombarded with ads 24/7. Finding ways to reach people with the right information at the right time creates a better customer experience for three reasons. It decreases bounce: Digital advertising sometimes uses a “spray and pray” method. Even the most targeted ads don’t always reach the right people or touch them when they are ready to buy. Increased ad blocking means when you DO get your customers attention, you have a better chance of actually keeping it because the recipient is open to receiving your information. Quality over quantity. It ups engagement: Ad blocking itself won’t increase engagement, but finding new ways to reach your audience – whether that’s through native advertising, blog posts, social endorsements, or event marketing – will. If you are truly trying to reach the right people at the right time, it’s time to invest in communication that has a real impact. And chances are, that might not exclusively involve banner ads. It builds relationships: If your customers know your brand delivers value when you communicate with them, you are more likely to cultivate a genuine, trusting relationship with those shoppers. Less than 35% of people trust advertising over peer recommendations, so use the rise of ad blocking as an excuse to cultivate real relationships and build confidence in your brand through more trusted channels. HOW YOU CAN TAKE ADVANTAGE OF AD BLOCKING: The bottom line is that ad blocking isn’t going away. It’s only increasing. Take advantage of ad blocking by complementing your current marketing strategy with more organic marketing techniques. Your team of Orlando marketing experts here at BIGEYE can help. In fact, helping our clients choose the right channels and the right methods to reach their audience is our specialty. Click here to learn more about some of the comprehensive end to end marketing strategies we’ve built for our clients. To start taking advantage of this trend, ask yourself how you would reach your audience if you couldn’t use banner ads at all. Then, contact us to help you prioritize your digital assets so they can be reused and installed across different platforms and mediums. Instead of fearing ad blocking, let’s celebrate that it is forcing us to be more genuine, more real, and more open with our customers.
Crash course: The Internet of things & it’s impact on businesses
Imagine driving home from work. As you near your house, your parking garage door opens, your thermostat adjusts to your preferred ambient temperature, your lights turn on, and your front door unlocks. Your oven even turned on before you left the office because you need to prep for a dinner party later this evening. This is not science fiction. It’s the Internet of Things. And it’s happening now. The Internet of Things simply refers to various objects’ ability to connect to the internet and work together in harmony with you and each other to complete tasks, improve performance, or streamline activities. Most consumers think about the Internet of Things as it relates to creating a “smart home” – like the scene above – because the concept is easy to understand and smart home products are prevalent within the marketplace. They are also surprisingly affordable. For example, a Nest smart thermostat is only about $250, an August automatic lock is approximately $175, and a starter kit for Philips Hue light bulbs are only $130 for a set of three bulbs. But there are many other ways the Internet of Things can and will revolutionize our lives and how we do business. How businesses are getting involved: Although it is easiest to imagine how the electronics and appliances industry can be enhanced by the Internet of Things, almost every business has potential. Don’t believe us? Consider your favorite toilet paper brand. Amazon just introduced a new, internet-based clicker that allows you to push a button in your bathroom and have toilet paper mailed to your house on-demand. How about your auto insurance? Progressive let’s you plug a small device into your car that tracks your driving via the internet and lowers (or raises) your insurance based on how you actually drive. The links between the Internet of Things and commerce are nearly endless … If you have the vision to see and implement these ideas. That’s where we come in. Digital specialists such as the team at our Orlando based marketing agency are trained to think about natural links between your products and bleeding edge technologies such as the Internet of Things. We believe that having a holistic presence across channels is the key to success in today’s competitive landscape. Together, we can help you search for overlap between your existing campaigns and emerging marketing opportunities tied to the Internet of Things. Because the Internet of Things is usually enhanced by social media, virtual payment tools, and GPS services, you probably already have the foundation to bridge the gap. Marketing with the Internet of things: As marketers, there are three main areas to consider when building a campaign using the Internet of Things: Location-based discounts and promotional materials Service reminders or cues App development and enhancement Although the Internet of Things can enhance efficiency, usage, and product development, it may not always be possible for you to change your product or invest in technology to leverage the internet in those ways. This is why we love opportunities such as location-based discounts and service cues. They are easy to implement with almost any budget and provide a gateway to the Internet of Things that will help you gauge your customers’ reaction and adjust your marketing techniques accordingly. Give us a call when you’re ready to plug in … literally (and figuratively).
A sunshine sate of mind: there is something for everyone
View more of BIGEYE‘s creative infographics. A Sunshine State of Mind From beautiful beaches, to the world’s best theme parks, the Sunshine State has something to offer every kind of traveler. Orlando attracts more park visitors than any other destination in the United States Clearwater averages 361 days of sunshine every year SeaWorld Orlando trainers feed Shamu 230 pounds of food a day Legoland Orlando used 20 million LEGO bricks to build Miniland, USA Plant City is home to the World Record for the largest strawberry shortcake weighing in at over 6,000 pounds and measuring 827 square feet Key West is home to the highest temperature in the United States $76 billion dollars is spent on tourist-related expenses every year Florida has more golf courses than any other state in the U.S. – 1,250 courses 105 million people visited Florida in 2015. That’s a whole lot of tourists! Sources: https://www.50states.com/florida.htm http://www.visitclearwaterflorida.com/travel-tools/about-clearwater http://www.lilblog.com/tag/miniland-usa https://www.50states.com/florida.htm http://www.infoplease.com/ipa/A0001429.html http://stateofflorida.com/facts.aspx