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What Should Our New Purchase Funnel Look Like?

Having moved back to Toronto two months ago and settled back into a rhythm. I’ve been meeting with a lot of brands, from online to retail and corporate, to chat about opportunities and how I felt my international experience can help grow a brand online.

One area that keeps coming up is the purchase funnel. If you spent your 90s in high school, like I did, than the picture below should be familiar to you. Pretty standard graph from your high school marketing or business class.

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However, the purchase funnel hasn’t changed in over a decade and it needs too. More brick-and-mortar-focused retailers are stepping up their online game and increasing the percentage of their sales that come from online channels, and Web-only retailers have been growing at an impressive clip, too. It’s a dog eat dog where out there in retail and everyone is fair game. What’s helping shift are:

The Top 5 Consumer-Driven Trends in Retail

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Twitter Cards: New Polling Ad Format

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Well pursuing my morning scroll through Twitter in the morning, I came across this Twitter survey by Samsung. I’ve been advertising on Twitter the last few years and I don’t remember doing a poll as an option. This poll was about vacuums and if Samsung was a brand that came to mind. It was short at 4 questions and super fast loading.

This is a great way to test news ideas for product, services or even ad copy/brand ideas to your community. Check out my other two screens below.

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Driving App Downloads: Learn How To Create An App Install Campaign On Twitter

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Last week Twitter launched the ability for marketers to launch a campaign to drive app installs on Twitter. Previously it was only available to select advertisers. We’re set up a few here at the office and though it wasn’t hard, we ran into a few roadblocks ourselves.

Before Launching Your Campaigns on Twitter
1. You’ll want to export your Mailchimp subscriber list to Twitter and create a tailored audience from your subscribers. Your Mailchimp list should have at least 5,000 subscribers and it’ll take 6 hours for Twitter to process your list. I’d take care of this task on a Friday, so your list is ready to start on the following week.

2. Create a conversion tag for your website and mobile app. Click on “Conversion Tracking” at the top of your Twitter dashboard. Follow the on screen instructions for a website conversion tag. We picked 30 days window for attribution as we know our customers don’t buy right way and may take some time to decide if our product is for them.

For our mobile app, we integrated Twitter with Appsflyers, which is what we use to track app installs (across different platforms) at work. If you’ve used Appsflyer before, login into your account and select Twitter as your media source. Your Twitter account will ask if you want to connect with Appsflyer and after you say yes, it’s done! Now lets go about setting up your first campaign.

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Twitter Cards Analytics: A Starter’s Guide To Their Inner Workings

The Millennial Index: Gen Y Research

The Millennial Index

I’d not call it the definitive source of research (The Millennial Index) on millennials, however, I’d say it’s another source to look at and see how it reflects a generation.

  • Just 15% of Millennial spend 3 hours or more on Twitter a week
  • Only a minority (41%) spend more than 3 hours a week on Facebook and 29% spend more than 3 hours a week on YouTube
  • 65% of Millennials spend more time accessing the internet via a laptop or desktop PC than via their smartphone or tablet

I’ve spend this year targeting youth and my generation more than any other year with my career. Digging into the numbers with helping client’s design websites, understand how my generation uses technology and what privacy actually means to us. Teens are more savvy then some give them credit for but they still have a lot to learn as they navigate the Internet and how it truly works.

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