‘Tracking and Increasing Audience Engagement’ – HubSpot
Sarah Cobb says, “We all know that improving conversion rates on lead generation campaigns translates to more leads for advertisers. Yet most publishers don’t have a strategy in place for improving these numbers. Easier said than done, right?
The way people consume content has changed. Invasive tactics have simply lost effectiveness with the advent of new technologies that aid consumers in tuning out advertisements; DVRs to skip commercials, ad-blockers in web browsers, and Gmail’s smart labels just to name a few.
Publishers spend valuable time crafting beautiful newsletters, advertising campaigns and sponsored content, yet so little focus lands on who receives these messages. There is a fine line between invasive junk-email and a helpful newsletter, and that line is largely controlled by context. In other words, people will only be compelled to read and convert on your content if the subject is relevant to them in the moment they receive your message“.
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