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With the runaway success of the #IceBucketChallenge, many companies are scrambling to apply the principles learned from the viral sensation to their own marketing campaigns.Many marketers will tell you that they are working on viral campaigns. Some media empires are built on them (Mashable, BuzzFeed, Upworthy). But mob mentality and hysteria are as fickle as human nature. The scale of success cannot be accurately predicted.
In the past three years, we have seen the rise and rise of conversion rate optimization. Popular blogs such as Unbounce and Conversion XL explain every nuance of how testing various elements on websites and landing pages help improve CTRs, page views and conversions. Tools like Optimizely or Visual Website Optimizer have helped make A/B tests, multivariate tests and usability tests become part of a digital marketer’s everyday life.
In late June, Google‘s John Mueller announced they were removing author photos from search results which caused a lot of disappointment in the Internet Marketing world.In short, this is what happened:Having that little competitive advantage in the SERPs was fun. It gave authors additional branding benefits, let alone a higher click-through for the articles that weren‘t even ranking in the top 5. So why did Google take it away?
The world of email marketing revolves around the delivery of content and the value that the brand is able to provide to its existing subscribers.