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How does a session duration of 0 occur? If a user doesnโt engage with any other page, the duration would be 0. This could be a bot, it could also just be a user that read the one page, hit the back button. Or swapped browser tabs. Or got distracted. The odds are that is not a bot, but it could be. Newer platforms like Nudge measure Attention, a second by second measure, which captures the attention of all users. Continue reading
Time on page is an outdated metric but platforms like Google Analytics still offer it. Simply install GA to collect the metric. Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. So it is not reflective of an overall audience. It tends to… Continue reading
If your aim is to increase time on page and decrease bounce rate, you are wanting to encourage more users to click another link. However, if more people click a link, it is likely your time on page will reduces, due to a flaw in how it is measured. Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that… Continue reading
The inaccuracy of the time on page metric makes it less important. Conceptually it is an important concept but the way it is measured devalues it.ย Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. So it is not reflective of an… Continue reading
In considering what strategy to adopt, for an early stage business, it is all about growing awareness. Awareness of the business and the differentiated offering.ย For an early stage business, doing online marketing, considering content marketing is a great place to start. It enables companies to quickly get their marketing strategy up and running, at a low cost and it reaches customers direct.ย That being said, other strategies may be more appropriate.ย … Continue reading
New businesses need to adopt marketing strategies that grow awareness of their differentiated offering. Simply put, they need net new customers and no one knows about them. Everything is about awareness. Often strategies like content marketing are effective at this, to help spread the word of the offering. It is low cost, easy to start and fast to get into market. However PR should also be considered. And awareness mediums such as radio, print & billboards. Tv may also be… Continue reading
Time on page measures the difference between when opens a webpage and then clicks another link. Or opens a new tab and visits the same domain. A common fallacy is that time on page represents all users, when it only captures those that complete those actions. So it is not reflective of an overall audience. It tends to skew up.ย Attention measures second by second people are on a page paying attention. If they swap tabs it stops counting. Continue reading
What are the differences between attention & viewability? Viewability tells you if the ad was in view for a defined threshold. If the threshold was 2 seconds, and the ad was seen for 2 seconds, that would be a viewable impression.ย Attention seeks to measure how long the potential customer was paying attention to the ad. Or engaging with the experience.ย Attention is more closely aligned to a brands objectives, because it captures if the customer is paying… Continue reading
Marketing strategy is a plan of action to deliver on a companies objectives. Elements of a marketing strategy include: Current business objectives Description of the plan to deliver on them Milestones along the way A budget and resources/partnerships required Predicted results of the activity The market environment Current Trends Data & insights on the customer, market and business… Continue reading
The first step is sitting down, describing the customer, and mapping their purchase journey for your product. Then overlaying that with where you currently communicate with them, what you communicate and why it is differentiated. Keeping the customer front and centre of any marketing strategy is crucial for success.ย … Continue reading
