By Mark Eting
Bullseye Strategy Special Correspondent
You know what’s really satisfying? Ice cream, Hulu, and additional evidence that a strategy you really believe in, A/B testing, works wonderfully. It was a sweet week for digital marketers, and these headlines, in particular, were a treat to read.
A/B Testing Shows 10% Lift on Lead Gen Efforts
Marketing Land published an analysis of how lead generation strategy is evolving in 2019–and we were excited to see that chat bots, forms, and automated campaigns were top choices for marketers this year; these are all levers we’ve been enthusiastic about pulling for our clients. Within this article was a note about the importance of A/B testing: those who use it report a 10% on average conversion rate on lead gen campaigns compared to those who don’t. At Bullseye Strategy, we’ve got a passion for letting data do the talking, so this tidbit was the cherry on top of an otherwise awesome article.
Baskin-Robbins Sees Sweet Success Thanks to Spotify
A Spotify case study found that $420,000 of Baskin-Robbins purchases last summer can be tied to their contextual ads, which translates into a 12% lift in (flip-flop-adorned) foot traffic. What do we love more than ice cream? Knowing that a 100% digital marketing play resulted in a 100% brick-and-mortar uplift. We’ll take two scoops of omnichannel in a sugar cone, please!
Hulu Breaks Out Ads…For When You Need a Break
You know the scene. You’re streaming The Handmaid’s Tale, when suddenly you’re craving a bowl of chips, you get a text from your boo…or perhaps nature calls. So you hit “pause.” Wouldn’t this be a great time to get served some advertising (vs. when you’re on the edge of your seat anticipating the next misogynic misadventure that will befall the fertile women of Gilead)? Hulu sure thought so, and has rolled out the “pause ad,” a word from sponsors politely awaiting you when you’re ready to resume watching. We like this approach so much and, as streamers as well as marketers, prefer it to the traditional “intrusive” advertising model, which assumes advertisers really need to disrupt consumers to resonate with them.
“Mark Eting” is the pen name of the Bullseye Strategy team. Check back with us next week for more news on what’s buzzing in the digital marketing industry.