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4 ways data visualization can help new online marketers (and 3 mistakes to avoid)

(MARKETING) Data visualization has become an important part of any marketer’s job, despite being somewhat new to the scene. Here’s why, and some quick tips to help you avoid failure.

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You’ve got enough to worry about

When you first enter the online marketing world, especially as a new entrepreneur, managing a new campaign can seem intimidating. There are hundreds of potential variables and metrics to consider; modern technology makes it possible to pull tons of new data from even basic user interactions, but when you see that data all at once, it becomes almost impossible to make sense of it. Data visualization is a relatively new trend, focused on providing this information in a more intuitive, visual way.

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At its most basic, data visualization is an automated process that converts numerical information into visual information, such as translating a complex web of statistics into a straightforward series of charts and graphs. According to data visualization experts at datapine, data visualization “offer(s) a more dynamic approach to presenting data compared to the rigid, linear nature of Powerpoint or the numbers-without-a-story approach of Excel.”

But what is it, exactly, about data visualization that’s so beneficial?

How data visualization helps new online marketers

These are just some of the most important benefits:

  1. Data consolidation. First, data visualization gives you the ability to consolidate complex patterns of data, sometimes collected over many years or across many different dimensions, into singular, all-in-one projections. If you can combine these visual aids into a single dashboard, this factor of consolidation increases further, making your job as a data analyst or marketer that much more streamlined.
  2. Identifying high-level trends. Next, visualizing data in simplified shapes and constructs helps marketers identify high-level trends they may miss when scrutinizing individual figures. For example, it’s one thing to look at a series of alternating numbers and make a guess about how they relate to each other, and another to take a step back and see a linear growth pattern develop over several bars in a graph. Visuals, especially ones that incorporate shapes and colors, give you the 10,000-foot view, which you can’t see getting lost in the weeds.
  3. Time savings. Using data visualization software saves you time as well. Rather than consulting multiple individual sources, or sorting through individual data points on your own, you can take a glimpse at your projections at a distance, forming a conclusion relatively quickly. The more time you spend involved in data visualization, the easier it will become, and your efficiency will grow even further.
  4. Communicating data more efficiently. Finally, data visualization isn’t just for you. It will also help your clients, partners, teammates, and bosses understand your work better. Think of it as a communicative tool that helps you translate the fruits of your labor to outside parties in a more efficient, apparent way.

Top 3 mistakes to avoid

However, data visualization isn’t perfect. When you use it, you’ll need to be wary of these three critical mistakes:

  1. Ignoring fine data points and outliers. One of the biggest mistakes people make in data visualization is ignoring fine data points and outliers. Visuals help you identify high-level trends, but high-level trends don’t always tell the full story. For example, your “average” user might spend a minute on each page of your site, but that doesn’t tell you about the polarization between users who bounce almost immediately and users who stick around indefinitely.
  2. Becoming over-reliant on visual projections. Visual projections are nice, but if you become over-reliant on them, you’ll lose your ability to see data on a ground level. You may end up forgetting what data points feed into what charts and graphs, or you may start neglecting certain data points altogether. It’s important to use visual projections as a tool to help you understand your data, not as a total replacement.
  3. Neglecting qualitative factors. Most data visualization programs rely on quantitative inputs to make their projections. Quantitative data is good—it’s objective, it’s measurable, and it’s easy to categorize—but it isn’t the only type of important data you’ll need to consider. Qualitative data should be just as big a part of your marketing efforts. Qualitative data doesn’t rely on numbers, but instead relies on qualitative inputs from your target audience, such as open-ended survey responses or forms of user feedback. If you grow too accustomed to quantitative data visualization, you could end up neglecting these important forms of data.

No matter how you look at it, data visualization is a growing trend, both in popularity and importance. As we gather more data, it becomes increasingly necessary to understand that data and interpret it correctly. Visualization makes data more approachable for a wider range of business owners and marketers, and once you understand and compensate for its few weaknesses, it becomes an indispensable tool for growth in any industry or application.

#DataVisualization

Larry Alton is an independent business consultant specializing in social media trends, business, and entrepreneurship. When he's not consulting, glued to a headset, he's working on one of his many business projects. Follow him on Twitter and LinkedIn.

Business Marketing

Use the ‘Blemish Effect’ to skyrocket your sales

(MARKETING) The Blemish Effect dictates that small, adjacent flaws in a product can make it that much more interesting—is perfection out?

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Presenting a product or service in its most immaculate, polished state has been the strategy for virtually all organizations, and overselling items with known flaws is a practice as old as time. According to marketing researchers, however, this approach may not be the only way to achieve optimal results due to something known as the “Blemish Effect.”

The Blemish Effect isn’t quite the inverse of the perfectionist product pitch; rather, it builds on the theory that small problems with a product or service can actually throw into relief its good qualities. For example, a small scratch on the back of an otherwise pristine iPhone might draw one’s eye to the glossy finish, while an objectively perfect housing might not be appreciated in the same way.

The same goes for mildly bad press or a customer’s pros and cons list. If someone has absolutely no complaints or desires for whatever you’re marketing, the end result can look flat and lacking in nuance. Having the slightest bit of longing associated with an aspect (or lack thereof) of your business means that you have room to grow, which can be tantalizing for the eager consumer.

A Stanford study indicates that small doses of mildly negative information may actually strengthen a consumer’s positive impression of a product or service. Interesting.

Another beneficial aspect of the Blemish Effect is that it helps consumers focus their negativity. “Too good to be true” often means exactly that, and we’re eager to criticize where possible; if your product or service has a noticeable flaw which doesn’t harm the item’s use, your audience might settle for lamenting the minor flaw and favoring the rest of the product rather than looking for problems which don’t exist.

This concept also applies to expectation management. Absent an obvious blemish, it can be all to easy for consumers to envision your product or service on an unattainable level.

When they’re invariably disappointed that their unrealistic expectations weren’t fulfilled, your reputation might take a hit, or consumers might lose interest after the initial wave.

The takeaway is that consumers trust transparency, so in describing your offering, tossing in a negative boosts the perception that you’re being honest and transparent, so a graphic artist could note that while their skills are superior and their pricing reasonable, they take their time with intricate projects. The time expectation is a potentially negative aspect of their service, but expressing anything negative improves sales as it builds trust.

It should be noted that the Blemish Effect applies to minor impairments in cosmetic or adjacent qualities, not in the product or service itself. Delivering an item which is inherently flawed won’t make anyone happy.

In an age where less truly is more, the Blemish Effect stands to dictate a new wave of honesty in marketing.

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Business Marketing

7 ways Instagram Stories get people pumped about your brand

(MARKETING) Instagram stories are widely used, so why shouldn’t marketers get in on the Insta-story action?

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Instagram Stories long ago surpassed Snapchat at it’s photo-sharing joy, and has found to be a great place to build brand awareness and build your customer base.

Here are a few ways that you can use stories to get people excited about your brand, products, and service.

1. Share the story of your business

Showcase the creation of a product or service, or share something (legal and fun) that your team is working on. These behind the scenes productions humanize your brand and can really get people excited about it. Check out what Union Fare does!

2. Preview live broadcasts

Are you doing a Facebook Live or WebEx demonstration? Use Instagram Stories to tease and generate some excitement or pull attendees from one social media platform to the other.

3. Showcase your stuff in action

Whether it’s demonstrating an application, showing off a recipe, or showcasing an outfit, you can use stories to show what the end result of a product is and help them generate ideas on how to use that stuff! Because Instagram Live can be done spontaneously, you can show authentic, non-scripted demonstrations easily.

4. Brag time

When you support a brand, you get excited that you are a part of their wins. Share relevant milestones (subscriber counts, new products, new revenue, new contracts, new products, etc.) with your base. This helps build connection with your base.

5. Countdowns and giveaways

You can use stories to facilitate ways to get people excited about upcoming giveaways or new launches. Unlike static marketing, the use of countdowns can really get people emotionally excited and build anticipation for new products or services. You could also use stories to give special sales or unique giveaways that give a more “exclusive” feeling.

6. “Takeovers” from influencers or partnerships

If you are working with a promoter or influencer, you can have them generate content to send them over to you to use their voice to target your audience. The influencer can send you pictures and videos that you upload yourself, rather than handing over your account username or password (like with Snapchat). This is a great way to work with someone who already has a following that can help you expand your service or product reach.

7. Create unique content

Odds are, especially for smaller businesses and new entrepreneurs, you don’t have a lot of time to invest in production value for other advertising. Instagram Stories with the use of stickers, paintbrush, and text can be a great place for raw, but still polished content that has a one of a kind feel. Familiarize yourself with the tools, and don’t be afraid to get artsy.

Make Instagram work for you

Instagram is constantly adding new features, so make sure you stay tuned for updates and play around with those features often. For example – Instagram stories can rewind or being hashtagged. Or use the eraser brush to do slow teases or product reveals.

Given that users can now bookmark content as well, you can create demonstrations or examples and give your audience a quick reference to your content. Get learning, check out stories, and start building those unique, intimate, and creative engagements with your consumers.

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Business Marketing

Half of all Instagram users buy immediately after seeing an ad

(MARKETING) If you’re advertising on Instagram and yielding no results, read on – it’s a gold mine for *some* types of brands.

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If you’ve been on Instagram you’ve likely fallen victim to the algorithm’s knack for showing you advertisements for something that seems exactly suited to your tastes. Or, someone you follow on the app tags their post with the name of the brands that make up their cute outfit and you decide to see what else they might offer. I’ve ended up with more than one pair of sneakers this way.

Instagram’s popularity and effectiveness have made it a marketing powerhouse. Over 130 million people look at product tags on the app each month.

Recently, Facebook commissioned a study asking users to explain what their interaction with companies and brands on Instagram was like. A whopping 66% of people said that the used Instagram to interact directly with brands — and 54% of users said they purchased something immediately after seeing an ad in their Instagram feed. Ads that are in the “stories” feature, independent of users’ feeds are especially effective.

After it was acquired by Facebook, Instagram has grown to account for over 19% of the tech-giant’s advertising spending — nearly double what it was in 2018.

Facebook is planning on continuing to capitalize on Instagram. They announced that soon users won’t need to navigate out of their feed to the retailer’s website purchase items, but rather have the ability to buy things in-app.

Instagram will take a cut of these in-app purchases and partner with PayPal to process payments, adding a new revenue stream to the growing platform.

As part of expanding its foray into shopping, Instagram is also partnering with its most popular influencers.

These people will be able to directly sell the products that their sponsors are offering through their accounts, rather than direct them to their sponsor’s account. At the beginning, only major accounts belonging to celebs like Kylie Jenner or Gigi Hadid will have this option, but it seems like after its initial launch more sellers will be to take advantage of the feature.

So, be prepared to have even more sneakers in your future, friends. It looks like those Instagram ads are going to get even more powerful.

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