Google analytics tip – Using demographic data

How well do you know your website visitors? If you found out the majority of your visitors are women, would you change your marketing strategy? What if you found out your visitors are predominantly twenty-somethings, would you put more emphasis on social media?

You’re in luck. Google Analytics has a demographics report containing just the information you seek! Getting your hands on this data allows you to better target website content, ads, and creative to your unique audience. Accessing demographic data takes a few extra steps, but we promise, it’s simple and quick.


1. Access your Admin setting using the tab at the top of your screen
2. Select your account, and under property, access the property settingssetuptwo
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Behind the glasses – Jared


Each month, we’ll be interviewing one of our fab employees here at Whereoware. For November, we get to know Jared Ruppert, our Online Marketing Manager, a little better.


What’s your name?  Jared Ruppert
Job title:  Online Marketing Manager


Favorite food:  Chipotle (but torn burritos break my heart)
Hidden Talent:  Undisputed Global Mario Kart Champion, Spotify Aficionado
One item you’d bring with you to a desert island and why:  Can I bring the cast of LOST?
In a zombie apocalypse, my weapon of choice would be:  A fireboat. Living on the water, fishing for food, and water cannoning zombies for fun.


Facebook or Twitter:  Twitter
iOS or Android:  iOS
‘Nerd’ or ‘Geek’:  Dweeb (climbs into locker)
Star Wars or Star Trek?  Both are overrated (cue the boo’s) – so I’ll take Star Wars themed Family Guy episodes.

What’s the best part about working at Whereoware?
Whereoware encourages us to be creative and innovative with our marketing strategy. I’m constantly learning and adapting to the fast paced digital marketing world – which allows me to branch out into other areas within the industry.

We’re also encouraged to bring our A-game in Halloween costume contests – which I don’t take lightly.

A smarter sales app for huge cost savings

See how Spotlight saves time + money.
Get the free case study.

Evergreen Enterprises, a B2B distributor of home + garden decor products, employs over 175 territory managers selling to retailers in territories across the U.S. and Canada. Evergreen needed a customized sales tool to meet the unique challenges of its complex sales team and national distribution channels.

Evergreen Enterprises outfitted its team with Whereoware’s Spotlight for Sales Teams iPad application to increase sales and improve oversight of sales rep activity. With Spotlight, Evergreen Enterprises can showcase products, take orders, and monitor sales activity from the road. The addition of proximity search, lead scoring, and address verification are boosting productivity and saving Evergreen both time and money.

•    New lead close rate increased 45% (scoring integration)
•    Reduced returned package fees by over 90% (address verification)
•    Saved money + time (proximity search)

Get our Beginner’s Silverpop Guide

We’ve taken our extensive Silverpop experience (eight years using the tool and 19 Silverpop Certified Pros) and developed a step-by-step Silverpop Email Build Guide to help you learn your way around the tool.

We go over the basics of designing, building, testing, and sending emails, cover email best practices, and recommend checklists to help you create emails that convert customers.

We hope this helps!

Email tip – how should marketers react to Google’s Inbox?

You’re not the only one overwhelmed by a zillion emails each day – Google’s developers are too. They’ve also noticed that consumers use their inbox for way more than just reading their email. For many people, their inbox is a virtual hub for daily life – a place to store important reminders, deadlines, documents, to-do lists, and personal and professional messages. Well, Google listened and delivered.

Meet Inbox

Inbox, Google’s new email app for Android, iOs, and the web, is taking the integration of social, email, and a to-do list to the next level. The app is consistent with Google’s minimalistic design style, but aesthetically more similar to a social network feed than the Gmail inbox look we’re used to.

Pictured on the New York Times,


Inbox features / Impact on marketers

We’ve broken down Inbox’s features from what we’ve heard around the online water cooler. We’re also taking a stab at how it’ll impact email marketers.

Highlights is a big deal feature of Inbox.  Similar to most social networking feeds, you’ll see previews of your email messages with important information at-a-glance and photos on the main screen – before you click into the email. Highlights marries email with Google’s rich search functionality and automatically pulls real-time data from the web.

For example, an email from your airline will show real-time updates about your upcoming flight, without you having to click through to the airline’s website. You can click on the email to see the underlying message, but you won’t HAVE to click, and our guess is most people won’t bother to read the underlying message at all.

Impact – Highlights are going to shift the email marketers’ focus from snippet text to snippet content. Instead of scanning “send” names and subject lines, grabbing readers’ attention will take optimized graphics and real-time updates.

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Today’s Tech-Savvy Consumer – Adapt or Be Left Behind

Today’s consumer has different demands than previous generations. They’re technologically savvy and expect retailers to deliver an engaging customer experience both online and in-store, or they’ll simply shop elsewhere.

With unlimited access to product information, researching and purchasing a product should be easy. Consumers expect product details, peer reviews, and competitor pricing to be available both online and in retail stores to help them make an educated shopping decision. In fact, a new study from BIA/Kelsey and ConStat shows 97% of all consumers use some form of online media to research products, with an average of 7.9 different sources of information for local shopping.

Virtual DisplaysHow virtual displays bridge the gap

One way to cater to the educated shopper is to use interactive virtual displays (in-store tablets where consumers can shop or browse online). Virtual displays bridge the e-commerce and brick and mortar store gap; consumers can research product details on the spot and access products that may not be stocked in-store. They can dynamically see “related products,” opening the opportunity to purchase additional items. Furthermore, they can purchase and ship gifts to friends or home with the touch of a button on the tablet. Virtual displays offer brand consistency – letting customers shop seamlessly online or in-store.

Sales reps, meanwhile, are right there to answer customers’ questions and show them additional fabrics, sizes or colors, to nudge them towards a sale. Without limiting reps to in-store stock alone, there are more opportunities to upsell and satisfy customers’ trickier requests.

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Webinar recap – Best Friend Brands

We’ve all been there – you register in advance for a terrific webinar, but then life happens, and you miss it. You plan on listening to the recording, but just can’t squeeze in that hour of time. Don’t worry – we’re attending webinars left and right to summarize the key points for you. Let’s learn from industry rock stars together.

Yesterday, we attended Best Friend Brands: Tips for Getting into Your Customers’ Inner Circle, presented by Silverpop’s Dave Walters. (Full disclosure – we are a Silverpop partner. We love Silverpop and super smart and talented Dave Walters.)

Silverpop's Dave Walters
Companies are striving to differentiate themselves within extremely crowded and competitive markets. One way industry leaders get ahead is tapping into their brand’s inner circle – the few diehard, repeat customers, who always open their messages.

Top 5 Inner Circle

7billionAccording to Dave and in theme with the e-card (right), consumers build lasting relationships with only about 5 brands at a time. These select few are considered “best friend brands” that consumers are happy to engage with on a regular basis.

Throughout the webinar, Dave showed off his own 5 best friend brands (Delta Airlines, Creative Market, eBags, Gilt, and Spotify) and the awesome tactics and messages that won them entry into Dave’s inner circle. (Get the full presentation here.)

Growing your inner circle

Email is smarter and more effective today – it’s ultimately a channel of conversion and a powerful relationship-building tool. How can you leverage email to nurture your super fans, so they accept you into their inner circle?

1)  Be relevant – send messages based on individual customer’s interests and behavior.
2)  Be trustworthy – respect your email list. Your actions need to be consistent with your messaging. Don’t over-send, spam, or share email addresses with third parties.

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Web tip – 5 content marketing tips for e-commerce sites

Running an e-commerce site is a full-time job. You devote resources to selling your products, keeping your site updated, and gaining and maintaining your customer base. Content often falls to the bottom of the priority list, but we recommend you move it up the list.

Content marketing involves attracting and retaining customers without directly selling to them. Instead, you offer contextual, relevant, and intriguing information that customers find valuable. The goal is for those customers to reward your awesome content with a purchase – and eventually, they will. The Custom Content Council reported “61% of people feel better about a company that delivers custom content; they are also more likely to buy from that company.”

Engaging customers with relevant content enhances your brand interactions and builds loyalty to your company. In addition to keeping your customers coming back, content marketing attracts new customers. According to the HubSpot Marketing Benchmarks report “companies who increase blogging from 3-5x/month to 6-8x/month almost double their leads.” Content marketing should serve as the foundation for your marketing strategy, because it positively impacts social media, search engine optimization, public relations, pay-per-click, and outbound marketing. Get our 5 content marketing tips for e-commerce companies.

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Webinar recap – How to Succeed in the World of Paid Content

Webinars help us stay on top of industry topics, trends, and best practices without traveling to workshops or conferences.  (Another bonus – they’re frequently free!)

One pitfall of webinars is it’s difficult to fit them into our hectic schedules. To help out all you busy people, each month we’ll attend a webinar and summarize the key learning points for you, so we can learn from industry rock stars together.

Yesterday, we sat in on New Age Advertising: How to Succeed In The World of Paid Content. Speakers included:

New Age Advertising: How to Succeed In The World of Paid Content.

Content is the new face of digital advertising. With this realization, brands jumped on board – creating, curating, and sharing content to capture consumer attention and drive brand interaction. There are limitless content opportunities – blogs, articles, infographics, webinars, print publishing, and today’s guest of honor – paid or sponsored content.

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Get the 2014 Gartner Magic Quadrant for Web Content Management

Gartner, one of the world’s leading information technology research and advisory companies, uses the magic quadrant to uniformly evaluate different technologies. It helps readers “quickly digest how well a technology provider is executing against their stated vision.”

Learn more about the Gartner Magic Quadrant .

The 2014 Gartner Magic Quadrant for Web Content Management (WCM) offers an assessment of the strengths and weaknesses for each vendor in the WCM sphere.

The report includes:
•   An overview of the web content management market.
•   Assessments of strengths and weaknesses for each vendor in the Magic Quadrant.
•   The position of each vendor in the quadrant based on ability to execute and completeness of vision.

Our partner EPiServer, leading provider of digital marketing and ecommerce solutions, was positioned as Visionary in the Gartner Magic Quadrant for Web Content Management (WCM) 2014 report. They are offering access to the entire report for FREE. Get it here.

We love EPiSever, because they allow us to dynamically target content and imagery relevant to individual visitors. In fact, Whereoware’s website (the one you’re on right now) is built using the EPiServer platform. We’ve designed and developed a number of EPiServer-based websites for our customers. (See how our client Nutricia leveraged EPiServer for huge results – here.)