Tag: advertising

Digital Marketing Explained: Digital Marketing Landscape

Digital Marketing Explained: Digital Marketing Landscape

This is a part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail

Landscape

Here is a list of the digital marketing landscape at a glance. It can be hard to categorise the different channels as there is a lot of crossover between them.

Therefore the organisation of this list is not necessarily ontologically correct, however, it is organised from the marketing perspective and which channels should be thought of together.

Furthermore, they are not all “channels” per say. Some of the list includes cross-channel topics that a good marketer should consider in their digital strategy (for example moderation, feedback and viral marketing). 

  • Organic
    • Website or Landing Page
    • Organic Search
    • Email
  • Paid
    • Paid Search
    • Display Advertising
    • Social Media Advertising
    • Mobile Ads
  • Social
    • Facebook
    • Twitter
    • YouTube
    • Google Plus
    • StumbleUpon
    • Blogging
    • MeetUp
    • Social Bookmarking
  • Applications
    • Web
    • Facebook
    • Mobile
  • Analytics
  • Other
    • Wikipedia
    • Forums
    • Wikis
    • Moderation
    • Feedback
    • Viral Marketing
    • Podcasting
    • SMS
    • QR Codes

 The rest of this series will outline best practices, user guides, case studies and marketing strategies for the channels/topics in the order listed above. Feel free to jump around to the topics that interest you the most. However, I strongly recommend that the website/landing page section be read before moving on to any other topics.

Digital Marketing Explained: What is Digital Marketing?

Digital Marketing Explained: What is Digital Marketing?

This is the first part of the Digital Marketing Explained Holy Grail Post Series, the outline will be kept together on the Digital Marketing page.
ditial marketing holy grail

Digital Marketing Explained

The what, why, how and when part of this series is the most important part; simply grasping the concepts laid out will put you a long way ahead in the path to effective digital marketing.

What is Digital Marketing?

Finding audiences that actually want to interact with you using various digital channels.

LESSON #1: MARKETING ≠ ADVERTISING.

“Marketers must cringe when they read business blog posts because the word marketing is used as a synonym for advertising. And if it’s not a direct synonym the emphasis is close enough to create a cultural perception in society that the synonym exists.”1

Digital Marketing is simply finding audiences that actually want to interact with you using various digital channels. These channels range from the basic, more content focused, ones such as your website through to paid advertising across digital platforms (such as banner ads).

In most cases, ninety percent of the effectiveness of digital marketing can be garnered by following the best practices without spending a cent on advertising. This series will outline both the best practices for getting organic (unprompted) results as well as promoted (or paid) results.

Digital Marketing Explained – Holy Grail Post Series

Digital Marketing Explained – Holy Grail Post Series

It’s about time I start consolidating a Digital Marketing “Holy Grail” explaining the whats, hows and whys of Digital Marketing.

I’ll be posting each part periodically and updating retrospect too.

The series outline will be kept together on the Digital Marketing page.

The outline will be as follows:

  • Digital Marketing Explained
  • Digital Marketing Questionnaire
  • Digital Marketing Landscape
    • Organic
      • Website or Landing Page
      • Organic Search
      • Back Links
      • Email
    • Paid
      • Paid Search
      • Display Advertising
      • Social Media Advertising
      • Mobile Ads
    • Social
      • Facebook
      • Twitter
      • YouTube
      • Google Plus
      • StumbleUpon
      • Blogging
      • MeetUp
      • Social Bookmarking
    • Applications
      • Web
      • Facebook
      • Mobile
    • Analytics
    • Other
      • Wikipedia
      • Forums
      • Wikis
      • Moderation
      • Feedback
      • Viral Marketing
      • Podcasting
      • SMS
      • QR Codes

Comment below if you want me to add anything!

The uncanny valley of advertising. Ads too-targeted, not targeted enough, or just poorly targeted.

The uncanny valley of advertising. Ads too-targeted, not targeted enough, or just poorly targeted.

Amplify’d from blogs.reuters.com

The uncanny valley of advertising

From an economic point of view, improvements in ad-targeting technology seem as though they’re pretty obviously Pareto-optimal: everybody benefits. Advertisers get to waste fewer of their ad dollars putting messages in front of people they don’t want to reach; publishers get to charge more money; and consumers get to see only things which are germane and relevant to them.

So why is it that many people hate ad targeting, and hate being served targeted ads?

Part of the reason, I think, is just that targeted ads are better at getting our attention than non-targeted ads — but they’re still an unwelcome distraction from whatever it is we’re wanting to read. Most of us have become pretty good at unconsciously ignoring advertising, especially online. (Often I find myself looking hard for a big special report on a website, because it’s presented on the home page in much the same way as an ad might be, and so I ignore it, in much the same way as it’s easy to miss the big letters spelling out continent names on a world map.) Every time there’s an improvement in targeted advertising, it cuts through that wall and annoys us anew before we slowly learn to ignore it over time.

Eventually, advertisers will be able to get much smarter than they are right now, and the ad-serving algorithms will stop being dumb things based on keyword searches, and will start being able to construct a much more well-rounded idea of who we are and what kind of advertising we’re likely to be interested in. At that point, when the ads we see are targeted to us based on much more than the content of our emails or the goods that we shop for online, they probably won’t feel nearly as creepy or intrusive as they do now. But for the time being, a lot of people are going to continue to get freaked out by these ads, and are going to think that the answer is greater “online privacy”. When I’m not really convinced that’s the problem at all.

Read more at blogs.reuters.com

 

Run an effective $5 Facebook campaign

Run an effective $5 Facebook campaign

Amplify’d from www.socialmedia.biz

How to run an effective Facebook campaign for $5

jess3 ad

How to take advantage of the power of microtargeting on Facebook — at a crazy cheap price

dennis-yuLast week there was a buzz in the CEO, Webtrends and CEO, BlitzLocal offices. One of our employees was trying to get my attention. He did so by creating a Facebook ad targeting anyone who lived in Portland, was between 30 and 40 years old and worked at either Webtrends or BlitzLocal. Of the nearly 600 million users on Facebook, only 80 people met that criteria.

It cost him only 6 cents to do it. And for that price, he was able to bombard our people with ads. The cost of that inventory is a 30 cent CPM, which means it costs 30 cents to show a thousand ads. So he was able to send 200 highly targeted messages, as he details in this post on the Facebook Microtargeting trick.

Sounds less like advertising and more like super-targeted email marketing, doesn’t it?

And, in fact, it is, except for this:

• You can send these messages without needing someone’s email address.
• You pay only when someone clicks it (yes, it’s cost per click advertising).
• An impression is guaranteed when the person next opens Facebook (whereas in sending an email, you can only hope that someone will open it).

jess3 campaign

Click to enlarge

Now imagine that you’re a software company like Webtrends, building relationships with other agencies that resell your social analytics software. The founders of the data visualization agency JESS3 come to visit and you’d like to strengthen that bond. Maybe you spend $5 on a micro-targeted campaign like the one above, but slice it up to put the ad image more compactly next to the stats. You absolutely bombard anyone who works at that firm with your message almost 3,000 times. If they have 50 people, that’s 60 ads per person. Who cares that we got only 9 clicks (of which 4 happened to become fans)? The goal is not the click, but the awareness.

Total cost: $5.67 in Facebook ads

Create a specialty video with a customized message

But you could take it a step further, since those folks who do click through on the ad can come to your landing page. So imagine that we send all employees of the email marketing company ExactTarget to this Facebook landing page (warning: there is sound). And how much did this landing page cost? Only $5. We have a network of dozens of freelancers that will do voiceovers, take photos, sing songs or do whatever for a few dollars. More examples of specialty videos here.

Social media success is about pinpoint precision targets — we’re simulating the one-on-one conversations that friends have among themselves

While each of these examples might be clever or interesting, the question becomes: How do you scale this? Social media success is about pinpoint precision targets — ultimately, because we’re simulating the one-on-one conversations that friends have among themselves. But if you want to have 1,000 conversations, you need 1,000 different ads and 1,000 different landing pages. Who has the infrastructure, staff, or the budget to do that?

This is where smart automation comes in. Here’s an example of our scoring platform at work:

Webtrends sells analytics software to the big boys who don’t mind paying $100,000 per year for analytics software. Trouble is that every website needs some form of analytics. Maybe they’ll use Google Analytics — it’s free and pretty good. But we want to talk to only those customers who have the money and need for enterprise analytics software. It would be suicide to buy the keyword “web analytics” on PPC because of all the players that offer web analytics for free or super cheap.

So we took the Fortune 1000 and ran a script that collected a wide range of data — market cap, their industry, annual revenue, P/E ratio, website url, homepage pagerank, pages indexed, Facebook page, number of fans, company logo from Google images and so forth — dozens of metrics. See the detail from our spreadsheet/CSV file below.

Click to enlarge

And then we ran this data through our scoring algorithm to calculate their Social Score — how well they did versus peers in their industry. We might say, “Shell, you got a 56 and rank 7 out of 9 in Oil and Gas.” Or we might say, “Shell, why do you have only 53,548 fans while others in oil and gas have 184k on average?” Then we target people who work at Shell — not just everyone, but those people who have titles of VP of Marketing, Chief Financial Officer, Public Relations and so forth.

There might be only a couple dozen people and not everyone puts their information on Facebook, but it’s enough. And you can bet it gets their attention! They come to a landing page that has their social scoring report, which shows a portion of the metrics that we’ve gathered. But they have to click Like to see the rest of the report, which is grayed out.

Now what happens when that person clicks “Like”? Of course, some of their friends and co-workers see it. And as all curious co-workers will do, they want to check out what you found to be so interesting. And then when these people see our ad, it shows that their friend liked it, which makes our offer of a report that much more credible (image at right).

A move to quality targeting over mass media blasts

Now do you see how this works? It’s quality over quantity, folks. Think about who you want to target as precisely as possible. Where do they work? Where do they live? What kind of car do they drive? What TV shows do they watch? What industry conferences do they attend?

Let Facebook do the work for you, running ads that target journalists who write for the Wall Street Journal, Mashable, Forrester, VentureBeat, the New York Times

Can’t afford $15,000 to exhibit at your favorite conference, plus the $3k to ship the booth out, the cost of the people to have to man the booth during Expo Hall hours, the schwag you have to give out and so forth? Then run an ad for the three weeks leading up to the conference targeting fans of the conference.

Bingo, you’ve now spent $5 to target this audience with your message and you have plenty of time to set up in-person meetings with those folks who are worth talking to, as opposed to any random people who might wander up to visit you at the show. And then you can thank them later.

miva_thank_you

Click to enlarge

Need some PR help, but can’t afford a New York PR agency for $10,000 a month? Then let Facebook do the work for you, running ads that target journalists who write for the Wall Street Journal, Mashable, Forrester, VentureBeat, the New York Times or whoever. What would you like to say to them?

Can’t afford to hire a big sales staff to cold call people who don’t want to talk to you? Easy. Just run ads targeting the competitors of your existing customers. Let’s say that Marriott is your client and you’ve got a great case study there. Run ads targeting the folks who work at Hilton, Starwood, Motel 6 or whoever. You can bet they want to know what their competitors are doing. Inquiring minds want to know!

Making waves with 5 bucks in your pocket

By now, I hope to have shown you that with some ingenuity and $5 in your pocket, you can make some serious waves on Facebook. If you’re a small business or start-up, learn how to master some of the techniques mentioned here. If you’re a big brand and looking to scale, then you’ll need some process and software automation to make this happen across thousands of conversations.

Know of any companies that offer software that will do mass personalization of ad and landing page content? Ad agencies are good at throwing bodies at client accounts — great service, but no scale. Software companies are good at building code based on a predefined set of rules that can be repeated. But success for your company can’t be solved by either a pure agency or a pure software company. The agency can’t throw enough people at the problem and the software company can’t offer a one-size fits all solution to everyone.

Only you can work the magic at your company. As much as we’d like to sell you some software, vendors like us can only assist you in coming up with the creative strategy that resonates best with your customers, the PR strategy that gets the press talking about you, a unique way to position how you solve your client’s pain. Ultimately, these $5 campaigns, whether you run just one of them or 10,000 of them, boil down to a marketing strategy — a unique, compelling message — that we can multiply out to your customers and get those customers to spread on your behalf. (Again, if you’re a smaller company targeting just a few potential or existing clients or partners, go for it yourself!)

In our next segment, we’ll explore that topic in more detail — how to get your fans to do your marketing for you. The techniques that work are probably not what you’d expect, since the world of Facebook relies upon the game dynamics of News Feed Optimization, advertising, applications and Open Graph widgets. We’ll show you how the harder you make it for customers to convert, in certain instances, the more likely they will take action. Stay tuned to learn why.

Read more at www.socialmedia.biz

 

Online TV: Good press 4 @DownstreamTweet

Online TV: Good press 4 @DownstreamTweet

Amplify’d from www.smh.com.au
Online TV ads to be traded in auction-style exchanges

ADVERTISERS will be able to bid for television-style ads online across multiple websites by the end of the year, though it could be up to three years before the market represents a large chunk of the $2.2 billion online ad market.

Downstream Marketing and the media-buying consortium Group M say the technology for trading ads placed before, during or after online videos will be in place by December.

Already a small but growing volume of online display ads are bought and sold through exchanges or demand side-platforms run by media-buying groups, or by larger networks such as Google.

Television commercials viewed online is the next sector to become biddable – that is, when ads can be sold in automated, split-second, auction-style trades.

Media executives might be fearful, the media investor Daniel Petre says, but they will have to get used to it.

”As soon as the technology is there advertising will be wrapped in it,” Downstream’s chief executive, Steve Knowles, says.

”More and more people are demanding content online so whether it’s Apple TV, Google, Netflix, the television networks or Facebook that provides it doesn’t really matter. There will be advertising and it will be biddable.”

Rather than sell such ads on a traditional cost per thousand (CPM) model, agencies such as Downstream say they can draw on data such as the websites people visit, the forms they fill in and possibly even their purchasing history online to target specific audience niches with clients’ TVCs. Media agencies can specify a target audience and the maximum price they are prepared to pay for those eyeballs.

“It’s bringing rational pricing to [online] TV,” said Downstream’s chief operating officer, Justin Hind.

Although watching TV shows or films online makes up less than 5 per cent of total viewing, it is predicted to grow rapidly as more TVs are connected to a high-speed internet.

Online video advertising is currently a $33 million market – a relative minnow – but which Frost & Sullivan predict will be worth $180 million by 2015.

Danny Bass, the chief digital officer for the media buying consortium Group M, will sell video ads this way through its demand side platform by the year’s end. But he could not predict what volumes might be traded. “The more inventory that becomes available the more likely it is fall to an exchange.”

Downstream backer Mr Petre, the chairman of Netus, an investment company backed by News Ltd, said an auction-style trading platform did not necessarily mean rates would fall.

“There is a fear that everything that goes through an exchange will go to 50¢ a CPM but if you are delivering valuable content then that won’t be the case,” said Mr Petre, who also sits on the board of Nine Entertainment Co, which has a half-share in Ninemsn.

“People will resist it because they are fearful but in the end advertisers will love it because at last they will pay for advertising that performs well. At last the most appropriate ad is shown to the most appropriate audience.”

Read more at www.smh.com.au

 

Good to see one of my clients (GetPrice) getting a good wrap for our SEM campaign

Good to see one of my clients (GetPrice) getting a good wrap for our SEM campaign

The traditional retailers didn’t come off to well, but sites such as GetPrice with millions of long-tail keywords and targeted ad copies across multiple search engines are getting a great wrap for consumer experience and visibility.

Amplify’d from digitalministry.com

Google AdWords – Aussie Retailers Behind the Eight Ball

Written by Sean Wyld | January 31st 2011 What is your opinion?

With the hundreds of millions of dollars spent each year on advertising by the major electrical retailers, why do the likes of Harvey Norman, JB Hi Fi, Dick Smith, Myer and Co seem more interested in complaining about GST then utilising Google AdWords effectively? And why aren’t the leading online retailers like Deals Direct and OO.com.au maximising the opportunity?

Walk into your local JB Hi Fi, Harvey Norman or Dick Smith and tell them you’re interested in buying a Samsung UA55C9000.  The sales person will take you to the TV section show you a shiny new Samsung UA55C9000 55” LED TV, tell you the price and tell you how much better your life will be with it sitting in your living room.

Now try the same thing online.  Go to Google.com.au and search for Samsung UA55C9000:

Out of all of the retailers in Australia, how many are interested in selling you a Samsung UA55C9000 TV, e.g. how many have an Google AdWords ad? Only one, the Electrical Discounter.  An honourable mention to price comparison sites, Get Price and Price Dumper and a thanks for playing to Optus with an ad for the right brand but wrong product.  With the hundreds of millions of advertising dollars spent each year by the major electrical retailers, where are the likes of Harvey Norman, JB Hi Fi, Dick Smith and Myer?  Or for that matter, where are the leading Australian online retailers like Deals Direct, OO.com.au and Dstore?

Read more at digitalministry.com