Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Digital Marketing ROI: Which Half of My Digital Is Working?David Rogers
Amidst a slew of data from new digital tools, even successful marketers find it hard to know "which half of my marketing is working?" – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers' path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
This is the presentation I gave as a webinar for SmartInsights annual Marketing Priorities BrightTalk summit, 11 January 2013. In it I discuss how B2B marketers need to master the basics before investing time and effort in promotion, driving traffic and building community. The webinar is available on Bright Talk here https://www.brighttalk.com/webcast/8551/63869
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Growing your business with social media and online marketingIoana Barbu
Social media and digital marketing are a must in the marketing mix. The main challenge becomes using the variety of tools, channels and interactivity solutions to meet business objectives and grow with success.
5 Strategies to Market in the Digital Age - 2012 Event Marketer SummitDavid Rogers
Based on "The Network Is Your Customer: 5 Strategies to Thrive in the Digital Age" by David Rogers.
Get your free chapter at www.thenetworkisyourcustomer.com
Far more than simply ecommerce, the digital channel is the growth engine to drive new markets, test merchandise quickly and cost effectively, acquire new customers, retain existing customers and tap them along with brand fans to propagate messages, content and influence purchases across all channels. In this session, you’ll learn why the digital channel is a growth engine for your business and how to realize its full potential. This session will delve into digital, its benefits and opportunities, and examine how the consumer purchase decision is forever altered by the new digital consumer.
Lotus Education presentation with Sandy CarterLotus Education
When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater results. Using her experiences at IBM, with customers, and with industry leaders, Sandy Carter will show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. You will come away with a step-by-step framework to develop a plan that you can act on today. This is a great opportunity for the Lotus Education community to see how they can work together towards building a highly skilled Lotus professionals base !
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
Explanations for the various aspects of an overall internet and digital marketing strategy, including search engine marketing, social media marketing, conversion-focused web design, email marketing, mobile marketing, and web analytics.
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
This white paper describes various marketing methodologies and their evolution toward modern digital marketing strategy. It features the common "alphabet" schemes that are well-known among marketers. Thanks go to Dave Chaffey and PR Smith for their graphics and methodologies.
Social Media B2B Marketing: Adhesives and Sealants Industry Entwine Inc
Social Media Revolution - Creating value for your B2B business in the Adhesive and Sealant Industry. A presentation by Entwine Inc at the 2010 ASC Conference
Growing your business with social media and online marketingIoana Barbu
Social media and digital marketing are a must in the marketing mix. The main challenge becomes using the variety of tools, channels and interactivity solutions to meet business objectives and grow with success.
5 Strategies to Market in the Digital Age - 2012 Event Marketer SummitDavid Rogers
Based on "The Network Is Your Customer: 5 Strategies to Thrive in the Digital Age" by David Rogers.
Get your free chapter at www.thenetworkisyourcustomer.com
Far more than simply ecommerce, the digital channel is the growth engine to drive new markets, test merchandise quickly and cost effectively, acquire new customers, retain existing customers and tap them along with brand fans to propagate messages, content and influence purchases across all channels. In this session, you’ll learn why the digital channel is a growth engine for your business and how to realize its full potential. This session will delve into digital, its benefits and opportunities, and examine how the consumer purchase decision is forever altered by the new digital consumer.
Lotus Education presentation with Sandy CarterLotus Education
When marketing with social media, what sets you apart is how effectively you use the technology to complement and enhance your marketing activities to drive greater results. Using her experiences at IBM, with customers, and with industry leaders, Sandy Carter will show you the critical success factors in adding social media to your marketing mix. Examples will cover blogs and microblogs like Twitter, viral videos with YouTube, social networking, serious games, and more. You will come away with a step-by-step framework to develop a plan that you can act on today. This is a great opportunity for the Lotus Education community to see how they can work together towards building a highly skilled Lotus professionals base !
Digital marketing presentation - Overview, myths and factssaranshjain50
This presentation covers the overview of myths and facts about digital marketing. It covers the concept of PPC, ADWORDS, SEO, SEM, AFFILIATE MARKETING, EMAIL MARKETING ETC.
It also covers the trend of digital marketing in 2020 and 2021.
Register on the Best freelancing website
www.freelancemantra.com
Get the best digital marketing services from
www.ainitosh.com
Explanations for the various aspects of an overall internet and digital marketing strategy, including search engine marketing, social media marketing, conversion-focused web design, email marketing, mobile marketing, and web analytics.
With the proliferation of e-Commerce platforms making it easier that ever to sell products online, it is increasingly difficult for brands to stand out.
In this week's webinar, Ogilvy Consulting's Pierre Kremer will take us through the retailing landscape and how brands can matter in e-Commerce.
This white paper describes various marketing methodologies and their evolution toward modern digital marketing strategy. It features the common "alphabet" schemes that are well-known among marketers. Thanks go to Dave Chaffey and PR Smith for their graphics and methodologies.
Social CRM Agency Testify Digital Xfactor 2011: Twitter Insight & Monitoring ...Testify
A look at 2011's X Factor and how it was talked about on Twitter. Which contestants and judges produced the most conversation and how Twitter could predict the winners and losers each week.
Argos - A Social CRM Case Study | Testify DigitalTestify
A topline look at Argos' social CRM activity with a specific look at a pricing error that spread fast on social media and caused a backlash for the retailer.
There are two main aspects to building long-term success on the web: discovering and solidifying your brand’s identity, and amplifying your brand’s message. The first step consists of conducting a brand audit, designing your visual identity and developing a unique positioning statement. The second step begins with a look at your brand’s ideal clients and current strategies, and then moves into creating client-focused content and promoting that content through a mix of paid and organic methods.
This presentation was given at the 2012 Arizona State Florist Association Conference. It covers using social media an mobile marketing in the florist industry.
Digital Marketing Trends 2023: How to Come Out on Top?Jomer Gregorio
All set to stay ahead of the competition? Check out the latest digital marketing trends for 2023 and learn how to optimize your strategy. Click now to take your marketing game to the next level!
Full blog here - https://digitalmarketingphilippines.com/digital-marketing-trends-2023-how-to-come-out-on-top/
Digital Fundraising strategy guide with online fundraising campaign examples and case studies. This online fundraising presentation also makes recommendations on the systems and infrastructure you need to put in place and getting the right resources into the team.
Digital fundraising includes Email, Websites, Mobile, Social Media, Search, Content Marketing and more.
There is a shorter version of this presentation that just focuses on emerging Mobile, Content and Social Media fundraising.
Webinar presentation by Ajax Union experts David Gscheidle and Sarah Mogin on April 10, 2013 at noon EDT. Produced by Small Business Expo and hosted by Gary Jesch of WebinarsOnFire - covers lots of ground in Search Optimization - get on webinar via http://sbe03.eventbrite.com
IT Staffing and Services is changing but the marketing landscape is standing still. Is your company taking advantage of the inbound marketing tasks that will launch you into the new age of marketing? If not, you should get on board.
IS MY PRODUCT COMMERCIALLY VIABLE?
Having ideas for new products is only an initial step for introducing a new product to market. It is important to assess the commercial viability, is the market large enough and is there sufficient margin, for this product before going too far down the line of developing prototypes.
Market assessment
Where superior products are being developed to better address the needs of a market, it is likely that sales will be gained at the expense of existing products. The introduction of digital pen equipments probably did not result in more things being weighed, rather the same things being weighed more easily.
If this is the case then essentially you need to know three things about the market you are developing a better product for. Firstly, how big is it – this is normally measured in Rs. value. Secondly, how do consumers or retailers segment the market? And lastly, is the overall market and its segments growing or shrinking?
Thinking about both markets you wish to investigate, the internet and Google have made this exercise much easier but I would start by visiting a couple of stores or sections in-store where you can imagine your new products being sold. Look at what is currently offered by suppliers at the moment. Make a note of the supplier names, equipment or feed manufacturers and if you have access to the internet start by looking at their websites.
Larger suppliers may produce annual reports, and often in the chief executive’s statement you can find either a reference to how they describe their markets or sometimes their estimate of the market size or their percentage market share. Compare this to their sales and you have one estimate of market size.
Often these have very limited information without paying a subscription but you might find headline information to help. You might also find articles that reference this data which can be forthcoming,
The Power of SEO: Protect Your Bottom Line & Future Proof Your BrandCatalyst
The economic rollercoaster of 2020 has forced many marketers to pause paid media, scale back campaigns, and reevaluate future strategies. In the face of this rapid and unpredictable change, SEO has remained a tried and true way to generate cost efficiencies, own your brand, and future-proof your business. Catalyst, part of GroupM, is hosting a new SEO webinar with MediaPost to show you how and why. Tim Eschenauer, Head of SEO for GroupM, will discuss the SEO imperative, exploring how SEO can maximize performance regardless of economic climate.
Learn how SEO can help:
- Create efficiencies & save costs. Discover how SEO can prevent you from needlessly paying paid search premiums. We’ll discuss how SEO can increase your paid quality scores to maximize efficiencies and benefit your bottom line.
- Own your brand presence. Uncover how SEO can help you take control of your brand presence, fend off competition, and reach consumers.
- Future-proof your business (for the good times & bad). Learn how building a strong organic presence today can prepare your brand for future, regardless of what that future holds. Prioritizing SEO now can better prepare you for future disruptions or paid media reductions while also maximizing results when it’s business as usual.
Digital marketing is the practice of promoting products or services using online channels and technology, encompassing strategies like SEO, social media, email, and PPC advertising to reach and engage with a digital audience."
Similar to Digital Trends for 2013 by Testify Digital (20)
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Key Trends Shaping the Future of Infrastructure.pdf
Digital Trends for 2013 by Testify Digital
1. CONTACT:
info@testifydigital.com
Facebook.com/testifydigital
@Testifydigital
Digital Trends for 2013
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED REGISTERED & IPA PITCH PROTECTED
2. Overview
Overview
The following document outlines 10 trends Testify Digital believe will be important
this year. This is by no means a definitive list but based on internal discussion,
industry insight and working with our clients we believe these are valuable to take
notice of as we begin 2013. In no order of importance…
• Cross Channel Customer Experience
• Content Marketing/Brands as publishers
• More Brands Adopt Google+
• Facebook’s Monetisation Drive
• Personalisation
• M-Commerce
• Conversion Rate Optimisation
• Responsive Websites
• Social CRM
• Utilising Social Data for Insight and Actions
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
3. Cross Channel Customer Experience
Overview
The way someone shops today has changed with the consumer coming into contact with a
number of touch points both online and offline before making a purchase. This isn’t news as
brands have run simultaneous disciplines like search, display and the like for years. However,
in 2013 as consumer spend gets tighter, the successful brands will become better at
understanding how each channel works with the other during the consumer journey to drive
effective cross-channel campaigns.
Influences/Causes
• “Showrooming” People
visiting a store but purchasing
online
• Increase in data available
(Google Analytics Multi-
Channel funnels)
• Consumer spend tightening
Example of Google Analytics Multi-Channel reporting,
• Marketing budgets decreasing
showing how channels have assisted in conversions.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
4. Cross Channel Customer Experience
Are you integrating display advertising with any of Effect on conversions when integrating the following
the following marketing disciplines? marketing disciplines with display advertising?
Econsultancy Cross-Channel Marketing Report 2012 Econsultancy Cross-Channel Marketing Report 2012
Takeaways
• Knowing how your customer interacts with your brand when purchasing and deciding
against purchase is essential for increasing sales and meeting your customers needs
• Understanding the knock-on effect one discipline has on the other will result in a more
efficient marketing campaign and budget allocation
• Some channels are better assisting conversions rather than being the sole driver of them
e.g. Display for awareness, Paid Search for conversion
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
5. Content Marketing/Brands As Publishers
Overview
The discipline of Content Marketing has been around for years but in 2012 you couldn’t
escape the term being mentioned, particularly in SEO and Social Media circles. Producing
great content has always been the name of the game for publishers and also the better
brands out there that ensure their website, product pages, email or anything content related
is useful, insightful and has a point. In 2013 more brands will have realised content will
determine how well all forms of their marketing output will perform, not just SEO and Social.
Influences/Causes
• Currency for links & social
engagement
• How Google ranks a site
• Need to engage with customers
Luxury fashion brands like Paul Smith offer a glimpse into the things
associated with their brand that their customer likes. Louis Vuitton
have a separate platform ‘Nowness’ which covers topics close to the
brands interests.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
6. Content Marketing/Brands As Publishers
Mr Porter is a fashion ecommerce site but Even smaller independent stores without
rivals traditional publishers with the the Mr Porter budgets are producing great
quality of content produced. content, like The Goodhood Store.
Takeaways
• Content key to search ranking success
• Quality content can increase traffic, leads, sales and engagement
• Market will become saturated with ‘content producers’ and people will be bombarded
with content
• Just producing content is not enough
• Becoming known for producing high quality content will make you stand out
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
7. More Brands Adopt Google+
Overview
Google has been trying to launch their own social network for years and has finally found an
infrastructure they are getting behind with Google+. Users grew at an impressive rate in 2012
and with more investment into the product offering being made, with existing Google
products like Places now requiring a Google+ account for use, Google+ will have to become a
consideration on any marketers strategy.
Influences/Causes
• Google+ total users grew nearly 5x in 2012
to 500 million
• Growing influence on Google’s Search
Results Circles is a way of segmenting your
• 50% of the top 100 US brands use it audience into groups depending on how
• Becoming mandatory to use some Google they are connected to you. This offers a
features chance to post content specific to each
segment of your following.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
8. More Brands Adopt Google+
Google Hangouts are a way to host larger web chats and interact with your audience. Very
hosted a Hangout with Fearne Cotton for fans to ask her questions to coincide with the
launch of her latest collection with the retailer. Even Barack Obama is getting involved
answering a range of questions on policy at a Hangout from the White House.
Takeaways
• Adoption key to helping search rankings
• Enhances brand listings in Google Searches
• Offers a new way to engage and market to your customers/community (Hangouts and
circles)
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
9. Facebook’s Monetisation Drive
Overview
Since the Facebook IPO last year the social network has come under increased scrutiny to
justify its valuation. Advertising is already a big part of how Facebook make money but more
advertising streams are likely forthcoming in 2013. Already changes to how updates are
displayed in the newsfeed (Edgerank) have seen the reach of posts impacted, so setting aside
budget for paid promotion will be needed to reach your audience.
Influences/Causes
• Pressure from investors to justify
valuation
• Facebook’s need to generate revenue
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
10. Facebook’s Monetisation Drive
Sponsored posts will only become more prominent as Promoting posts with some budget will be required
Facebook looks to increase ad revenue to gain the sort of reach and engagement brands
want in an ever crowded newsfeed
Takeaways
• Newsfeeds are getting more crowded
• Paid promotion will be essential to gaining cut through
• More advertising avenues will offer creative solutions for brands to reach their audience
• Increases brands responsibility to deliver quality content
• Brands will have to tread carefully as Facebook users adapt to being exposed to more
advertising
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
11. Personalisation
Overview
Customers are tightening spend and brands are often finding themselves needing to do
something different in a crowded market. As capabilities have matured it’s more viable for
brands to offer site visitors some form of personalisation to improve the user experience
and increase the chances of a conversion. Personalisation can come in various forms
including personalised content, recommended products and offers based on previous
behaviour or even shop and collect at retail stores.
Influences/Causes
• Customers expect an “Amazon-like”
experience
• Digital capabilities have matured to make
personalisation more viable
• Increased need to convert existing
customers
• More brands and products are offering a
‘personalised’ experience: Google Search
Stylist Pick encourages customers to take a quiz to Results, Ad Retargeting, Product
reveal their style which then presents a personalised Recommendations
showroom of products each month.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
12. Personalisation
John Lewis’ new personalised recommendation Morrisons Wine Cellar helps you choose the wine for you based on
tool on its website was a key factor in driving a your preferences after filling out three simple questions. You’re then
27.9% increase in sales over Christmas 2011. presented with a product range best suited to your tastes.
Takeaways
• Personalisation can delight customers and enhance their experience with a brand
• Can increase marketing effectiveness
• Data protection and privacy laws need to be considered when undertaking any
personalisation tactics
• Personalisation can take many forms using: personal data, browser history, purchase
history, user preferences and on-site behaviour
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
13. M-Commerce
Overview Influences/Causes
People have said this is the year for mobile for • U.S. consumers spend almost 1 in
the last few years but we are surely now every 10 ecommerce dollars using a
beyond this as we move to understand how to mobile
align our output with the number of ways • Smartphone penetration in the UK
people use their phones. Recent research from now stands at 58% while 19% of the
Forrester reports that over the next five years, population owns a tablet (Ofcom)
total mobile sales are expected to grow 33% • In October 2012 44% of UK
annually to $31 billion, making up 9% of online smartphone owners performed at
sales in 2017. If anything, 2013 will be the year least one shopping activity while in a
brands focus on getting M-Commerce right. shop
• 29% of smartphone owners had
purchased an item using the mobile
Takeaways web
• Responsive web design can align mobile • Showrooming — the phenomenon in
with desktop site which consumers visit a store and
• User experience is key then use their phones to buy items
• Shops need to be visual they see on Amazon, is becoming a
• Must be simple to purchase major headache.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
14. M-Commerce
Amazon, ASOS and Next have some of the best m-commerce sites in the UK, which
make it easy to browse products and purchase.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
15. Conversion Rate Optimisation
Overview
Brands have always spent the majority of resources on driving visitors to a website, without
much time on driving the actions they want them to take once they’ve arrived. As
competition for customers becomes fiercer brands will be investing more in conversation rate
optimisation to increase the chances of generating sales and leads.
Influences/Causes
• Online conversion rates in the UK
falling by 55% over the past five
years
• Acquiring customers is becoming
tougher in saturated markets
• For every $92 spent acquiring
customers, only $1 is spent
converting them (Bryan Eisenberg,
An example of a site funnel, showing where people Conversion Conference London 2011
leave the site and challenges at each stage
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
16. Conversion Rate Optimisation
Increased test drive requests by 62% 300% increase in conversion rate after
using multi-variant testing split testing landing pages
Takeaways
• Put the user at the heart of site design
• Test as many aspects of the user journey as possible
• Must have an understanding of your customers journey on site
• Does your site do everything it can to encourage purchase?
• Content is needed at each stage of the purchase funnel
• Product pages must answer all the customers product queries
• Get key insight from a group of people purchasing your products who don’t know your
brand
• Every site, design or content decision should consider whether it’s going to help
conversions
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
17. Responsive Web Design
Overview Influences/Causes
Responsive websites are becoming increasingly • Tablet sales are expected to overtake
popular with the need to access your site on a notebook PCs
number of platforms from desktop to tablet to • People spend more time using their
mobile. Sites are designed in this way so the smartphones for surfing the web
images and other elements on the site will • Mobile traffic continues to increase
adapt depending on the platform accessing it. • Many platforms to consume content
If you resize your
desktop browser the
text and images on Illy
quickly realign
themselves with zero
loading time, while the
navigation and social
tabs switch from tiny
text links to become big
CTAs in the mobile
version.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
18. Responsive Web Design
As you resize the browser the Food Sense
navigation tabs jump from the left to the
top of the screen and social buttons
disappear, but the email subscribe tool
retains its prominent position.
Takeaways
• A site only needs to be used built once
• A single URL per page whether accessed from a laptop, mobile, TV or tablet
• Provides a simpler & faster user experience
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
19. Social CRM
Overview
As social has grown, the way people interact with a brand has changed and we are seeing
the rise of the social customer. They are savvy, consume information through Twitter and
Facebook and expect you to listen and engage with them when needed.
Brands that want to get connected with these prospects and customers are paying more
attention to Social CRM, which will only increase in 2013 as they realise the scale of
opportunity there is and role it plays across the whole organisation.
Influences/Causes
• 43% of consumers say that companies should
use social networks to solve the customers’
problems.
• The majority of customers are lost due to
long holds when contacting customer service
• Approximately 44% of adults now use the
Argos monitor Twitter for product mentions and
web to share grievances about products.
reach out and engage if the user shows purchase
intent.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
20. Social CRM
After previous bad PR, Nestle is using social
media listening and analytics to engage at
scale in the market and responding. In 2012
they improved from 16 to 12 in The
Reputation Institute’s index of the world’s
most reputable brands.
Takeaways
• Social CRM is about moving from fans and followers to customers and advocates.
-Listen to customer conversations
-Analyse those conversations
-Relate this information to existing information within your enterprise
-Act on those customer conversations
• Successful social companies need to be able to engage in their customers' conversations
online.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
21. Utilising Social Data for Insight and Actions
Overview
Following on from Social CRM, the same data collection used to engage with your audience
will be used even more in the coming years to help derive insight and intelligence that can
be actionable. Whether it’s feedback for product development or highlighting interests, the
data is there to align your output closer to your audiences needs.
Influences/Causes
• 41% of customers believe that
companies should use social media
tools to solicit feedback on products
and services (Cone Business in Social
Media Study, 2008)
• 36% of people expect brands to use
their social profile to target their
DoubleTree solicited feedback by using messaging with more relevance (Exact
promoted tweets to get people to fill out their Target – Meaning of Like Report)
customer survey.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
22. Utilising Social Data for Insight and Actions
Takeaways
• Social data can inform business
decisions
• Brands need to understand their
customers
• Data captured from your
community is the best market
research available
Dell use social data across their product line
and action according to feedback. Product
improvements and price reductions have
been made based on the sentiment found.
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED
23. THANK YOU
Telephone: +44 (0)844 991 7719
Web: www.testifydigital.com
Email: tom.mccann@testifydigital.com
How can we help?
Facebook: Facebook.com/testifydigital TESTIFYDIGITAL.COM
Twitter: @testifydigital
COPYRIGHT TESTIFY DIGITAL LTD. ALL RIGHTS RESERVED