This is a copy of the presentation i gave in Cape Town. the presentation is a Microsoft advertising presentation that shows the impact of rich media and that measuring only clickthroughs doesnt show the entire picture.
This document discusses how dwell time, or the amount of time spent actively engaging with an online ad, can impact brands. It finds that ads with higher dwell times are 25x more likely to engage users than ads that are just clicked. Higher dwell times also correlate with increased search behavior, traffic to a brand's website, and online engagement. This suggests that online ads which encourage longer active viewing have stronger effects on brands than clickthrough rates alone. Dwell time is presented as a better metric than clickthroughs for measuring and comparing the impact of online advertising on a brand.
The changing face of Google – ‘Amazonification’ and other stories - Wolfgang ...Wolfgang Digital
Google is fundamentally changing how it displays both paid & organic results to users. Marketers who adapt to the changes early are seeing dramatic uplifts in KPIs.
This talk details 3 critical changes to the SERPS; one which was released in Ireland earlier this year and 2 that are coming soon. Useful and practical case studies for Brand Owners will be presented supporting all 3 innovations.
An exploration of the data about how different response channels behave once they make contact with the property. A growing body of knowledge suggests that consumers use different contact channels at different times in their buying consideration. These channels have their own best practices and implications. We’ll send you out on a high note with a better understanding of how to handle inquiries that come in by phone, email, chat, or other.
TruePresence Internet Marketing provides search engine marketing, website design, and email marketing services to help businesses find, get, and keep customers online. Their services include pay-per-click advertising, search engine optimization, website customization, and an email marketing platform. Case studies show businesses experiencing growth in sales and customers after working with TruePresence on their online marketing strategies. They recommend referring other local business owners who may benefit from online marketing services.
Marketing involves creating value for customers through communicating, delivering, and exchanging offerings. The goal is to create customers by defining a target market and promoting products through various channels like advertising, publicity, personal selling and sales promotions. As technology advances, marketers can leverage more channels like social media, video, blogging and mobile to engage customers and drive sales. The key is to consistently share valuable information through these different outlets to expose your business to more potential customers.
The document discusses strategies for driving traffic to websites, including search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, and email marketing. It provides tips for SEO such as including keywords in page titles, meta descriptions, image alt text, and content. For PPC, it explains how to optimize click-through rates and bidding. Other online marketing channels mentioned include Twitter, business networks, and email newsletters. Key resources for SEO and PPC are also listed.
Robert Laver, Head of Business at 4Ps Marketing, took the attendees of Digital EDGEucation 2014 through the user journey of awareness, consideration and conversion using digital advertising.
This document discusses how dwell time, or the amount of time spent actively engaging with an online ad, can impact brands. It finds that ads with higher dwell times are 25x more likely to engage users than ads that are just clicked. Higher dwell times also correlate with increased search behavior, traffic to a brand's website, and online engagement. This suggests that online ads which encourage longer active viewing have stronger effects on brands than clickthrough rates alone. Dwell time is presented as a better metric than clickthroughs for measuring and comparing the impact of online advertising on a brand.
The changing face of Google – ‘Amazonification’ and other stories - Wolfgang ...Wolfgang Digital
Google is fundamentally changing how it displays both paid & organic results to users. Marketers who adapt to the changes early are seeing dramatic uplifts in KPIs.
This talk details 3 critical changes to the SERPS; one which was released in Ireland earlier this year and 2 that are coming soon. Useful and practical case studies for Brand Owners will be presented supporting all 3 innovations.
An exploration of the data about how different response channels behave once they make contact with the property. A growing body of knowledge suggests that consumers use different contact channels at different times in their buying consideration. These channels have their own best practices and implications. We’ll send you out on a high note with a better understanding of how to handle inquiries that come in by phone, email, chat, or other.
TruePresence Internet Marketing provides search engine marketing, website design, and email marketing services to help businesses find, get, and keep customers online. Their services include pay-per-click advertising, search engine optimization, website customization, and an email marketing platform. Case studies show businesses experiencing growth in sales and customers after working with TruePresence on their online marketing strategies. They recommend referring other local business owners who may benefit from online marketing services.
Marketing involves creating value for customers through communicating, delivering, and exchanging offerings. The goal is to create customers by defining a target market and promoting products through various channels like advertising, publicity, personal selling and sales promotions. As technology advances, marketers can leverage more channels like social media, video, blogging and mobile to engage customers and drive sales. The key is to consistently share valuable information through these different outlets to expose your business to more potential customers.
The document discusses strategies for driving traffic to websites, including search engine optimization (SEO), pay-per-click advertising (PPC), social media marketing, and email marketing. It provides tips for SEO such as including keywords in page titles, meta descriptions, image alt text, and content. For PPC, it explains how to optimize click-through rates and bidding. Other online marketing channels mentioned include Twitter, business networks, and email newsletters. Key resources for SEO and PPC are also listed.
Robert Laver, Head of Business at 4Ps Marketing, took the attendees of Digital EDGEucation 2014 through the user journey of awareness, consideration and conversion using digital advertising.
TruePresence provides internet marketing services to help businesses find, get, and keep customers online. Their services include search engine marketing to find customers, custom website design to get customers, and email marketing to keep customers. They have case studies showing how their services have helped businesses increase their customer base and revenue through an integrated online marketing approach.
Check out leading search experts Sergeant Major Newman and Tank Commander Brady's #a4uexpo Performance Search Boot Camp.
"This session isn't for the faint hearted. It's performance search shock treatment, a jam-packed session that will exhilarate and ensure your notebook feels the burn"
The document outlines a business formula for generating profits through content marketing and targeted traffic. It proposes that the correct formula is "Good Content (Offer) + Targeted Traffic + Conversion = Profits" and discusses each element of the equation. It describes various types of content that can be used at different stages - awareness, evaluation, and conversion - to achieve specific goals and metrics. The document also provides a plan for businesses to pick a niche, conduct market research, decide their unique selling proposition, create a marketing funnel, master one traffic source, put everything in place, run traffic, follow up, and repeat with split testing and analyzing metrics.
A Local Business's Guide to Creating Winning AdWords CampaignsSurefire Local
Your competitors are winning business with local AdWords campaigns. As a Google Premier Partner and Surefire’s in-house expert, Kerry Phipps invites you to join our upcoming webinar and learn…
1. How to target people in your local area
2. How to tailor your ads to an ever-growing mobile audience
3. Campaign do’s and don'ts
4. The anatomy of the perfect Google ad
This document discusses social media marketing and how to measure its return on investment (ROI). It notes that social media allows for business networking without constraints of time and space. While individual social media platforms alone may not show value, combining elements like blogs, Twitter, Facebook and search engine optimization can help measure ROI after 18 months. The document recommends businesses review their marketing strategies and consider using social media through steps like creating a Twitter account and tracking analytics.
Google has strict guidelines for advertisers on its AdWords platform to ensure users have a good experience. Affiliate marketers are allowed but must avoid things like misleading promotions, malware, low-value content solely designed to generate traffic, or gaining an unfair advantage over other advertisers. Once an account is suspended for violating policies, that identity can no longer advertise on Google's networks. However, it is possible to continue advertising successfully by starting fresh with a new identity and website that provides unique value to users in compliance with Google's policies.
Attribution and Affiliate Marketing Learn to Make it WorkAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Learn how attribution modeling and other cross channel insights can help you more intelligently manage your affiliate program and determine which affiliates are driving the highest value.
Engagement is key to higher search engine rankings. Engagement signals like social media mentions, time on site, and bounce rate can influence ranking factors like popularity, citations, and authority. To increase engagement, companies should identify underperforming content, cross-reference it with keyword data, and focus on improving the user experience through things like blogs, site search, social listening, surveys, and relevant content that provokes interaction. While backlinks still matter, strong engagement through useful and shareable content can lead to rankings even without link building. Popularity and branding can also boost rankings when other factors are equal.
Getting the client involved in the online communityTriptease
The document discusses the benefits of companies managing their online communities in-house rather than outsourcing to an agency. It provides three ways for clients to get involved: add value to the community, think of incentives other than money, and link the community internally in the business. Managing a community in-house can increase participation rates, lower costs, and provide priceless benefits to other business areas.
Do YOU Make These Internet Marketing Mistakes?Phil Frost
Presentation to explain common mistakes and how to take an integrated approach to internet marketing. Topics include website design, search engine optimization, social media, pay per click advertising, and email marketing.
This document discusses how social, mobile, and local technologies are becoming increasingly important for email marketers. It notes that smartphones and tablets are proliferating, and that people are using more location-based and social networking apps on these devices. The concept of "mocial" is introduced, combining mobile, social, local and email. Examples are given of how marketers can engage customers through these new channels, such as by optimizing emails for mobile screens, collecting leads through apps, and running location-based promotions.
Daniel Richards – Insight Marketing
- Using marketing to grow your client base, with practical examples
- Online marketing tools – Websites, email and social media
- Referrals and lead generation – Two steps every firm can take to produce new results
SEM refers to search engine marketing, which involves researching, submitting, and positioning websites to rank highly in search engine results. It encompasses search engine optimization (SEO), which improves organic rankings, and search engine advertising (SEA), which involves paid placement. Key aspects of SEM include keyword selection and optimization of content, links, images and mobile experience to attract relevant traffic and support leads and sales.
How To Spend Less and Sell More With Paid Search #EdgeBristolKoozai
Most Google Adwords campaigns are broken, this slidedeck explains how to fix them. By looking at five Paid Search myths you'll learn how to better develop a PPC strategy on Google AdWords and stop wasting budget.
For more information visit http://www.koozai.com/paid-search/
This document discusses services that agencies can offer clients to build long-term relationships, including SMS/text services, website hosting and management, pay-per-click tracking, CRM and social data mining, brand publishing, and social media monitoring. These "tethered services" are fee-based rather than media-focused, long-term rather than one-off projects, and difficult for clients to transition away from once established. The document provides examples and suggestions for how agencies can implement and sell such services.
Your online reputation is the one thing that will speak for your company when you're not. If you don't craft your reputation, your competition will create one for you and you will suffer from it.
Dave Culbertson discusses analytics, search engine optimization (SEO), and advertising. He recommends tracking key metrics like visits, traffic sources, user navigation, page views, and time on site to understand website usage. SEO involves optimizing website content and links to improve organic search rankings and drive more traffic from search engines. Internet advertising includes pay-per-click search ads and display ads on websites and in emails, with advertisers paying when users click the ads. The ideal scenario is to have the #1 organic and sponsored search results to maximize visibility and clicks.
This document provides an introduction to Google AdWords. It explains that AdWords allows targeted advertising to appear only when relevant keywords are searched, and advertisers only pay for clicks. It discusses strategies for organic versus sponsored search, and emphasizes the importance of high-quality landing pages, identifying the right keywords, and measuring campaign performance through metrics like clicks, cost-per-click, time on site, and goals like newsletter signups or donations.
This document provides information about a mobile app install affiliate marketing summit in Cairo, Egypt. It discusses the speaker's experience losing money initially, and finding success through training and mentorships. The bulk of the document then outlines the key components of a mobile app install affiliate marketing business, including choosing offers, setting up tracking and accounts with affiliate networks and traffic sources, and testing bidding and scaling strategies. It provides tips for optimizing landing pages, using different traffic types like video ads and popups, and ensuring profitability.
The document outlines the top reasons to choose search engine optimization (SEO) over pay-per-click (PPC) advertising. It states that SEO is better for long-term success by organically increasing brand awareness, trust, and high-quality website traffic. In contrast, PPC provides only short-term gains and requires constant spending. The document also notes that SEO improves conversion rates and domain authority over time, provides higher returns on investment, and allows free, 24/7 promotion of websites indefinitely.
My slides from the VAS Africacom conference. The call was for people building any form of value added service to be more focused on the users requirements, especially as the power of operators is decreasing.
Are your alumni still logging into a secure portal? Are your mobile visitors forced to pinch and zoom? Do your faculty biographies look like professional resumes? If you answered yes to any of these questions, your website may not be as effective as you think in achieving your admission, advancement and academic reputation goals.
Prospective students and their parents are visiting your website to gain an understanding of what it is like to attend your school, evaluate programs and professors, and learn about the outcomes of the education you provide. Alumni are coming to give and get updates on what's happening since they've left.
Rebecca Marani, VP of Interactive Services at Boston Interactive, will identify common mistakes of college websites. She'll teach you how to obtain actionable insights to start improving your digital presence to engage past, current and prospective students today.
You will learn about:
• Common mistakes to avoid on your site
• How to engage key audiences with the right content, at the right time
• How to improve your digital experience to better achieve your admission, advancement, and academic reputation goals
TruePresence provides internet marketing services to help businesses find, get, and keep customers online. Their services include search engine marketing to find customers, custom website design to get customers, and email marketing to keep customers. They have case studies showing how their services have helped businesses increase their customer base and revenue through an integrated online marketing approach.
Check out leading search experts Sergeant Major Newman and Tank Commander Brady's #a4uexpo Performance Search Boot Camp.
"This session isn't for the faint hearted. It's performance search shock treatment, a jam-packed session that will exhilarate and ensure your notebook feels the burn"
The document outlines a business formula for generating profits through content marketing and targeted traffic. It proposes that the correct formula is "Good Content (Offer) + Targeted Traffic + Conversion = Profits" and discusses each element of the equation. It describes various types of content that can be used at different stages - awareness, evaluation, and conversion - to achieve specific goals and metrics. The document also provides a plan for businesses to pick a niche, conduct market research, decide their unique selling proposition, create a marketing funnel, master one traffic source, put everything in place, run traffic, follow up, and repeat with split testing and analyzing metrics.
A Local Business's Guide to Creating Winning AdWords CampaignsSurefire Local
Your competitors are winning business with local AdWords campaigns. As a Google Premier Partner and Surefire’s in-house expert, Kerry Phipps invites you to join our upcoming webinar and learn…
1. How to target people in your local area
2. How to tailor your ads to an ever-growing mobile audience
3. Campaign do’s and don'ts
4. The anatomy of the perfect Google ad
This document discusses social media marketing and how to measure its return on investment (ROI). It notes that social media allows for business networking without constraints of time and space. While individual social media platforms alone may not show value, combining elements like blogs, Twitter, Facebook and search engine optimization can help measure ROI after 18 months. The document recommends businesses review their marketing strategies and consider using social media through steps like creating a Twitter account and tracking analytics.
Google has strict guidelines for advertisers on its AdWords platform to ensure users have a good experience. Affiliate marketers are allowed but must avoid things like misleading promotions, malware, low-value content solely designed to generate traffic, or gaining an unfair advantage over other advertisers. Once an account is suspended for violating policies, that identity can no longer advertise on Google's networks. However, it is possible to continue advertising successfully by starting fresh with a new identity and website that provides unique value to users in compliance with Google's policies.
Attribution and Affiliate Marketing Learn to Make it WorkAffiliate Summit
This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Learn how attribution modeling and other cross channel insights can help you more intelligently manage your affiliate program and determine which affiliates are driving the highest value.
Engagement is key to higher search engine rankings. Engagement signals like social media mentions, time on site, and bounce rate can influence ranking factors like popularity, citations, and authority. To increase engagement, companies should identify underperforming content, cross-reference it with keyword data, and focus on improving the user experience through things like blogs, site search, social listening, surveys, and relevant content that provokes interaction. While backlinks still matter, strong engagement through useful and shareable content can lead to rankings even without link building. Popularity and branding can also boost rankings when other factors are equal.
Getting the client involved in the online communityTriptease
The document discusses the benefits of companies managing their online communities in-house rather than outsourcing to an agency. It provides three ways for clients to get involved: add value to the community, think of incentives other than money, and link the community internally in the business. Managing a community in-house can increase participation rates, lower costs, and provide priceless benefits to other business areas.
Do YOU Make These Internet Marketing Mistakes?Phil Frost
Presentation to explain common mistakes and how to take an integrated approach to internet marketing. Topics include website design, search engine optimization, social media, pay per click advertising, and email marketing.
This document discusses how social, mobile, and local technologies are becoming increasingly important for email marketers. It notes that smartphones and tablets are proliferating, and that people are using more location-based and social networking apps on these devices. The concept of "mocial" is introduced, combining mobile, social, local and email. Examples are given of how marketers can engage customers through these new channels, such as by optimizing emails for mobile screens, collecting leads through apps, and running location-based promotions.
Daniel Richards – Insight Marketing
- Using marketing to grow your client base, with practical examples
- Online marketing tools – Websites, email and social media
- Referrals and lead generation – Two steps every firm can take to produce new results
SEM refers to search engine marketing, which involves researching, submitting, and positioning websites to rank highly in search engine results. It encompasses search engine optimization (SEO), which improves organic rankings, and search engine advertising (SEA), which involves paid placement. Key aspects of SEM include keyword selection and optimization of content, links, images and mobile experience to attract relevant traffic and support leads and sales.
How To Spend Less and Sell More With Paid Search #EdgeBristolKoozai
Most Google Adwords campaigns are broken, this slidedeck explains how to fix them. By looking at five Paid Search myths you'll learn how to better develop a PPC strategy on Google AdWords and stop wasting budget.
For more information visit http://www.koozai.com/paid-search/
This document discusses services that agencies can offer clients to build long-term relationships, including SMS/text services, website hosting and management, pay-per-click tracking, CRM and social data mining, brand publishing, and social media monitoring. These "tethered services" are fee-based rather than media-focused, long-term rather than one-off projects, and difficult for clients to transition away from once established. The document provides examples and suggestions for how agencies can implement and sell such services.
Your online reputation is the one thing that will speak for your company when you're not. If you don't craft your reputation, your competition will create one for you and you will suffer from it.
Dave Culbertson discusses analytics, search engine optimization (SEO), and advertising. He recommends tracking key metrics like visits, traffic sources, user navigation, page views, and time on site to understand website usage. SEO involves optimizing website content and links to improve organic search rankings and drive more traffic from search engines. Internet advertising includes pay-per-click search ads and display ads on websites and in emails, with advertisers paying when users click the ads. The ideal scenario is to have the #1 organic and sponsored search results to maximize visibility and clicks.
This document provides an introduction to Google AdWords. It explains that AdWords allows targeted advertising to appear only when relevant keywords are searched, and advertisers only pay for clicks. It discusses strategies for organic versus sponsored search, and emphasizes the importance of high-quality landing pages, identifying the right keywords, and measuring campaign performance through metrics like clicks, cost-per-click, time on site, and goals like newsletter signups or donations.
This document provides information about a mobile app install affiliate marketing summit in Cairo, Egypt. It discusses the speaker's experience losing money initially, and finding success through training and mentorships. The bulk of the document then outlines the key components of a mobile app install affiliate marketing business, including choosing offers, setting up tracking and accounts with affiliate networks and traffic sources, and testing bidding and scaling strategies. It provides tips for optimizing landing pages, using different traffic types like video ads and popups, and ensuring profitability.
The document outlines the top reasons to choose search engine optimization (SEO) over pay-per-click (PPC) advertising. It states that SEO is better for long-term success by organically increasing brand awareness, trust, and high-quality website traffic. In contrast, PPC provides only short-term gains and requires constant spending. The document also notes that SEO improves conversion rates and domain authority over time, provides higher returns on investment, and allows free, 24/7 promotion of websites indefinitely.
My slides from the VAS Africacom conference. The call was for people building any form of value added service to be more focused on the users requirements, especially as the power of operators is decreasing.
Are your alumni still logging into a secure portal? Are your mobile visitors forced to pinch and zoom? Do your faculty biographies look like professional resumes? If you answered yes to any of these questions, your website may not be as effective as you think in achieving your admission, advancement and academic reputation goals.
Prospective students and their parents are visiting your website to gain an understanding of what it is like to attend your school, evaluate programs and professors, and learn about the outcomes of the education you provide. Alumni are coming to give and get updates on what's happening since they've left.
Rebecca Marani, VP of Interactive Services at Boston Interactive, will identify common mistakes of college websites. She'll teach you how to obtain actionable insights to start improving your digital presence to engage past, current and prospective students today.
You will learn about:
• Common mistakes to avoid on your site
• How to engage key audiences with the right content, at the right time
• How to improve your digital experience to better achieve your admission, advancement, and academic reputation goals
Chuck Murphy’s presentation on re-inventing the way we communicate in the digital age covered new mediums for communication as well as the mindset behind it. Talk to Me Like You Know Me breaks down how information consumption can be overwhelming, but with the right balance of options and a personal touch, it is still possible to get people to listen.
I Spy With My Little Eye - How to Determine KPIs and Drive Website EffectivenessBoston Interactive
This document discusses how to determine key performance indicators (KPIs) and drive website effectiveness. It recommends identifying business goals, strategizing how a website can achieve those goals, developing KPIs to measure goals, and validating results through analytics. An example is provided of a law firm that identified attorney contact submissions, publication downloads, and event registrations as KPIs to measure goals of thought leadership, leads, and event attendance. The document emphasizes measuring KPIs and validating results through website traffic analytics.
design in the digital economy - the billion rand featureNevo Hadas
The digital economy has more to do with people and less to do with technology. This talk I gave at the IT Web digital economy conference discussed the impact of design thinking, CX, UX and behavioural psychology on business models. The key point is that unless you change users behaviour, your business model and business plan are nothing but powerpoint and excel.
The document outlines different models of e-commerce including business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), mobile commerce, and business-to-employee (B2E). It also discusses collaborative commerce and relationships between government and consumers/businesses. Various e-commerce platforms and roles are defined such as virtual stores, information brokers, transaction brokers, online marketplaces, content providers, social networks, portals, and service providers. Key factors for e-commerce success are identified as availability, global standards and reach, customization, and information value.
why do some teams perform and others fail? Team effectiveness research has highlighted key actions you can take to enhance team performance. While many are obvious, they are uncommon, so the canvas makes them actionable.
Talk to me like you know me: How personalized web portals bring value to the ...Boston Interactive
NESHCo - New England Society For Healthcare Communications
Talk to me like you know me: How personalized web portals bring value to the healthcare industry.
Chuck Murphy, Boston Interactive
Representatives from Boston Interactive will discuss the value of a “wellness portal” for healthcare providers and their customers. "Wellness portals” motivate consumers to be proactive about their health and enhance the relationships between consumers and healthcare providers. Attendees will learn how extreme personalization through a “health assessment” is one effective approach to capturing consumer attention and delivering value to the user as well as the healthcare provider.
What You’ll Learn:
1. Engage customers through extreme, dynamic personalization using web technologies
2. Promote wellness and ultimately cost containment for healthcare companies
3. Use unconventional means to enhance your brand equity and connect with your audience
Chuck is the Founder and CEO of Boston Interactive. He founded the company in 1999 and grew it from a home-based business to an operation reaching clients from around the world. Chuck frequently speaks on interactive marketing best practices for non profit and healthcare organizations.
Top 25 Innovators 2010: A Case Study in Brand AwarenessJon Gatrell
A survey of 1,590 executives asked them to name the most innovative companies outside their own industry in 2009. Based on the responses, Bloomberg BusinessWeek compiled a list of the top 25 most innovative companies. The document discusses and lists the top 25 companies as determined by the survey. It also raises questions about whether the results would be different if respondents could choose companies within their own industry or if only technology leaders responded.
The document discusses the importance of brand awareness and conducting brand awareness surveys. It then summarizes the results of a brand awareness questionnaire given to 10 respondents. The majority of respondents agreed that brand awareness helps customers understand what products are sold under a brand and which needs a brand satisfies. The majority also preferred the Nokia brand. Conducting effective brand awareness surveys provides information to leverage brand strengths against competitors.
Evolving Beyond Analytics - Getting To Meaningful MeasurementThe Content Advisory
A presentation on content marketing measurement that I did at the #BCon Event in Toronto Canada. This presentation discusses the measurement pyramid - and how working toward a more structured series of measurements and reporting can help us drive toward meaning instead of mediocrity.
The Future of Analytics: Multichannel Attribution WP Engine UK
Have you seen your source data weigh more and more to brand traffic? What the heck is going on? Review this deck to learn how to track your visitor journey and make better decisions in your online marketing campaigns.
1. Advanced techniques with Google Analytics.
2. Using goal values for ad spend ROI calculations.
3. Understanding how different sources of traffic drive value
The document discusses how a company's website represents their business online and provides strategies for optimizing a website and online marketing efforts. It covers search engine optimization, paid search advertising, analytics, social media, and deciding whether to outsource or handle internet marketing in-house. The key is having a well-designed website that generates traffic and conversions through search engine marketing techniques and data analysis.
SaaS Marketing - Blogging, Social and SearchAgile SEO
-- How do SaaS providers use blogging, Twitter, Facebook, LinkedIn, SEO, PPC, and PR?
-- How can SaaS providers generate buzz and viral content?
-- Which online channels have the highest ROI?
-- How should SaaS providers integrate social media into their marketing process?
Gilad David Maayan, a SaaS marketing and social media expert, reviews how today's online marketing channels work together to generate high impact for growing SaaS providers.
The document discusses a product called The Rapid Responder that aims to help companies improve their sales effectiveness through better lead generation and response. It provides tools to embed promotional content in emails, identify website visitors, integrate social media, and gain insights into competitors. The goal is to help companies respond quickly to leads and move them through the sales process in order to increase sales.
The document discusses a sales assistant service that helps companies improve their sales effectiveness through rapid response. It provides embedded email promotion, website visitor tracking, social media integration, and reporting tools to help companies quickly respond to leads and better funnel them through the sales process. The goal is to increase sales by ensuring companies are responding to prospects rapidly and consistently through various communication channels.
Identify How To Put In Place A Strategy To Source & Generate New Leads & Inte...John Watton
ShipServ is an e-marketplace connecting buyers and sellers of commercial ship supplies. This document outlines ShipServ's strategy to generate new leads and collaborate better with sales. It discusses establishing processes like defining marketing-qualified leads and lead scoring. Content is key, needing to save/make money or keep people employed. Metrics saw a 59% increase in visitors, 70% in page views, and a 400% increase in sales-ready leads passed to sales. The strategy focuses on collaboration, experimentation, and leaving a digital footprint.
Applying technology to jumpstart your sales v092311Amy Larrimore
The document discusses how businesses can use technology and digital marketing strategies to boost their marketing efforts. It covers topics like search engine optimization, social media marketing, content marketing, email marketing, and customer relationship management tools. The overall message is that applying these digital marketing techniques can help businesses get more customers, build relationships, and measure their marketing results more effectively.
UMCD 2011 Conference - Is Your Elephant Shy?Tim Elleston
This document discusses how Murdoch University uses web analytics and digital optimization strategies. It notes that Murdoch uses the Adobe Online Marketing Suite to understand user behavior across digital channels and segment audiences. Murdoch found that segmentation provided insights that increased conversion rates and return on investment. The document also provides examples of how Murdoch used testing and optimization to improve areas like lead generation, application completion rates, and internal search.
The document discusses key components of new business success including what you say, how you say it, and who you say it to. It emphasizes that copywriting is essential for marketing online through email, websites, blogs, social media and other digital channels. Effective copy separates winners from losers by attracting qualified buyers and persuading them to take action through compelling messaging. Hiring expert copywriters can significantly increase online sales, traffic and earnings.
Paid Ads Strategy Using Relationship Selling Liz Conlon
This is the automated process we use for our SaaS, and consultant clients using this onboarding strategy. See how our content strategy works for getting higher conversions, more leads and long term sales with this method from ConversionsMarketing.net
Finding your Organization’s Digital Pulse: Leveraging Your Web Site as a Busi...Evolve Digital Labs
The need to scale solutions that are cost-effective and personal continues to strain healthcare organizations – even those known for innovation. As costs rise, the patient searches for answers – often online. But what does a patient want from a healthcare provider online? Your Web site should be your most valuable asset for patient acquisition and retention, but many organizations simply aren’t leveraging their Web site as a business tool. Gain a core understanding of what patients want online, and how to facilitate those tasks and tie these actions into business and revenue goals.
73% of Credit Unions Have Died but There’s More Opportunity Than EverBloomCU
"73% of Credit Unions Have Died but There’s More Opportunity Than Ever" is a CU Executive Briefing that shares insights about the industry and how leaders can capitalize on the growth opportunity in front of them.
The document discusses how engaging with online customers in real-time through chat can increase sales and conversions for e-commerce businesses. It provides an example of an outdoor gear retailer that saw a 20% increase in revenue, 10x growth in conversions for chat users, and 54% higher average order value by targeting site visitors and proactively engaging them in chat. The retailer was able to better match product experts to customer interests and elevate the skills of customer service representatives through chat.
This document provides an overview of internet marketing strategies. It discusses search engine optimization, paid search advertising, display advertising, content marketing, social media marketing, web analytics, and customer segmentation. The key points are:
- Search engine marketing includes both free organic rankings from SEO and paid search advertising. Factors that influence rankings include on-site elements, off-site links, and content quality.
- Paid search advertising on Google involves bidding on keywords and optimizing campaigns for metrics like cost per click, click-through rate, and quality score.
- Additional paid channels include display advertising, YouTube ads, and remarketing to retarget website visitors.
- Content marketing, social sharing, and
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
The document provides an overview of deploying and configuring Google Analytics. It discusses setting up a Google Analytics account, installing the tracking code on websites, filtering out your own traffic, navigating the Google Analytics interface, defining measurable goals for your website, and using Google Analytics data to understand traffic sources and conversion rates to inform marketing decisions. More advanced topics covered include linking Google Analytics and Google AdWords accounts for improved advertising tracking, and tagging social media links for breakdown of traffic sources.
View-Through Technology: Gaining Insight into DataBusinessOnline
View-through data enhancement enables you to answer these questions. Measuring the impact of content hosted on other sites is no longer a matter of impressions or Sphinns. We can directly measure the impact in terms of traffic, online sales, and conversions — and all of this can happen without a direct link. Join us and see how you can accurately attribute your online PR, social media, and off-site marketing efforts to ROI. And, gain insight into bookmarks and traffic generated through branded searches.
Price is not a number - the secrets of pricingNevo Hadas
This document discusses strategic pricing concepts and strategies. It covers determining optimal price based on perceived customer value rather than just costs. Pricing strategies discussed include value pricing for new products, using price to signal quality, and pricing segmentation to capture different customer values. Behavioral pricing concepts like framing, anchoring, and default bias are also covered, along with pricing power, testing price, and considering lifetime customer value.
Mobile payments & the billion rand featureNevo Hadas
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40. 15% to 34% 40% to 47% 67% to 70% Source: MetrixLab
41. We deliver it… Online - More Search More Traffic More Engagement Proof that online engagementleads to increased brand effects Offline - Awareness Favourability Purchase Intent
45. THANK YOU Q&A More on Dwell On Branding: advertising.microsoft.com/europe/dwell-on-brandingg More on Measurement: advertising.microsoft.com/europe/being-greater-with-data
Editor's Notes
Hi everyone, it’s great to be here today to share the results of our new Dwell on Branding research, which as you’ve just heard is about the impact of creativity online. Based on the research, there are 3 key themes I want to cover today:How we can measure the impact of creativity onlineHow creativity can affect your brandHow you can use creativity to improve the performance of your campaigns
So what was the inspiration behind this research, what was the challenge? Well, these are some of the questions we are often asked...Until now, these have been difficult questions to answer because creativity is very subjective. Opinions on what makes a good ad may vary and creativity in itself is hard to measure - what I find creative may be different to every one of you. But the good news is that we can measure the impact of that creativity and how it affects the brand, and that’s what we’ve done with this research.
So I hope by the end of this session you will not only have some data and metrics proving the importance of creativity for your brand, but also some actionable insights and thoughts about how you can apply some of the learnings you see here today to your own online campaigns going forwards to ensure better results.That will be followed through with some inspiration from the other speakers who will look at creativity in action and show how some of our clients have embraced online and used creativity to maximise the success of their campaigns.
So let’s take a deeper look at the challenge that lay ahead....have a look at these 2 ad mock ups
That’s the first – although the ad is not that interesting, the message is clear as is the price. But is there a way we could treat this ad a little differently online?
This is the second ad – it’s more interactive enabling the user to get more information about the banana – benefits for your health, recipes etc & hence make a more informed choice..This is a very simple example of the challenge; they are both advertising the same product, using the same medium, in the same context & are both being broadcast to the same audience...i.e. You.But which one is more effective? Standard data metrics would find it difficult to differentiate between these 2 ads – but clearly the treatment of the ad is very different and I am guessing they evoke a different response. And when talking about the response we are talking about more than clickthroughs.
Clickthroughs are a method for measuring an immediate response & hence great for direct response campaigns – but in the case of the banana campaigns we have just seen – both of these ads would have left an impression on you no matter whether you clicked on it or not... Other media assess the success of a brand campaign by measuring the exposure of the campaign – arguing that if the creative is right and it’s targeted to the right audience then this should lead to increase in awareness of the brand, a change in person’s perception towards a brand, to increase the likelihood to buy a brand etc
The good news is that with online we can go much further – rather than solely being able to measure whether an ad was seen...
...online can also measure whether people actually interacted with the ad,CLICK i.e. Were people actively engaged with it?All rich media ads allow some kind of engagement – that is what a rich media ad is designed to do. The sorts of things that we can measure include whether people rolled over the ad, played a video, expanded the frame, turned the sound on or off etc. So not only do you know that somebody has got their eyeballs on the ad, you also know that they are actively interacting with it.All ad servers measure some kind of interaction. One example is Eyeblaster. Eyeblaster for those who may not know is a specialist in serving rich media. When they serve ads on a client’s behalf, they are able to track all the things I mentioned and can report back on the number of people who interact and for how long. It is Eyeblaster’s definitions that we have used for the basis of this research.
Dwell time - the amount of time a user spends interacting with the advert be it the length of time the mouse was positioned over an ad, user-initiated video duration, user-initiated expansion etc, providing a total time spent actively engaging with an ad. CLICKOf course knowing the length of time people are interacting with your ads is useful but becomes even more useful when you combine that with a quantity metric i.e. The proportion of ad exposures that were dwelled upon – this is known as DWELL RATE. Unintentional Dwell, lasting less than one second, is excluded. CLICKCombining the 2 gives us a total dwell score ...'very creative ads will have the highest dwell rates, as a higher proportion of the audience will interact. This of itself is a very useful/ interesting metric; coupled with the amount of time they interact...i.e. The dwell time, we get a measure of the total engagement of a campaign.(Why Rich Media - a significant ad format that equates for around 30% of display online ad formats in W.Europe (Forrester) & increasingly is where brand advertisers reside online (due to the richer experience capabilities this format can provide). Rich media ads are any banner ads with an interactive element e.g. video, audio, dynamic data, games etc )
And when we move beyond clickthroughs to explore dwell some interesting findings emerge....(25 people) Will all of you stand up please?If I represent the number of people that clicked on an adAll the people over here represent the average number of people who actively engage with an ad...so by focusing on the clickthrough alone, would be judging the success of your ads on me and me alone. You would miss out on a huge opportunity...i.e. you would miss out on all of these people who have had a response to your brand in some way. And I would argue that that is a significant reason to be interested in that wider crowd.ClickEyeblaster Global averages (published July09) reveal that consumers are 25 times more likely to spend meaningful time on a rich media ad than they are to click on it. So that’s a huge amount of people that you would be missing by focussing on the click alone. In fact almost 9% (8.7%) of all rich media ads are dwelled on.On top of that high dwell rate, the average time spent actively engaging is...
10 secs silence - 5 times that silence...CLICK53 seconds – CLICK that is almost the equivalent of watching 2x 30 second TV ads intently back to back! So it’s a very powerful metric.
So it’s clear that lots of people are dwelling on ads and for a very long time. That’s great. But what difference does dwell actually make to your brand?
SUM UP WHAT WE DIDTo explore this we analysed all rich media campaigns served by Eyeblaster that ran on our Network in 4 countries (UK, FR, IT & NL) over a 6 month period (Jan-June09). This gave us a pool of over 800 campaigns that we ranked in terms of their total dwell scores.(The distribution is weighted towards the low dwell scores suggesting that we are still in the early stages of learning about how to stimulate effective total dwell scores. The 156 high dwell campaigns had an average dwell of 14.3 Vs 2 for the 653 low dwell campaigns.)
If we looked at what was the average Dwell score achieved it was 4.6 CLICKThis matched the Global average Dwell score published by Eyeblaster over the same period. Suggesting that our sample was broadly representative of all rich media activity.
From our sample we decided to take a closer look at 20 campaigns residing in top performing 10% & the bottom 10% to explore whether the dwell scores actually affected the impact the campaign had on a brand – these spanned 8 industry sectors.
For each of the campaigns we partnered with ComScore to identify people that had been exposed to the ads & their subsequent behaviours online and compared that to people that were unexposed & their subsequent behaviours online.These groups were ‘pair-wise’ matched i.e. The exposed/unexposed groups were matched according to specific demographic & online behavioural variablesThe groups were matched on gender(Test and control groups: Based on passively observed exposure to an advertisement, a test group of panellists exposed to each of the campaigns was generated, irrespective of whether they clicked on an advertisement or not. A control group of panellists not exposed to the campaign also was generated. This group had no exposure to the advertisements, but exhibited the following characteristics when compared to the test group (s) the subsequent online behaviour of the panelist is observed over a 4 week period.
Age, income, region
Online surfing behaviour Similar historical usage of the internet overall;- Similar historical visitation to the sites where the advertisements were in rotation;Similar historical total search behaviour online;Similar online connection speeds.
The intention is to create 2 audience groups for every campaign analysed (i.e. 40 audience groups in all) that were similar in every way – the only difference being 1 group was exposed to the ads of a particular campaign, CLICK 1 group wasn’t. The results were then aggregated. To provide us with robust aggregated learningsSample sizesHigh Dwell – 4,862 panelists, Low Dwell – 1,736 panelists. Over 6,500 panelists tracked.
So what did we find?That High dwell campaigns stimulate more branded searchThat the users that were exposed to higher dwell campaigns searched more for the brand keywords when compared not only to unexposed groups but also compared to the low dwell campaigns
Those exposed to campaigns with a low dwell score were 12% more likely to search for branded search terms than those unexposedHowever, amongst the high dwell campaigns those exposed to the activity were 39% more likely to go on & search for the brand within the 4 week analysis period.
& hence showing that the high dwell campaigns were 3 x more efficient at stimulating branded search activity.
We also found that the higher dwell campaigns increased the chances of attracting visits to the brand site
Those exposed to the low dwell campaigns were CLICK 10% more likely to go on & visit the brand campaign website however those exposed to the high dwell campaigns were CLICK 17% more likely – meaning that the high dwell campaigns brought on average a CLICK 69% improvement in the campaigns effectiveness to increase brand site visits.What these 2 findings show are that even the low dwell campaigns have some positive impact on behaviour – exposure to low dwell campaigns prompted consumers to visit brand sites & search on branded terms ...But by making the ads more engaging they receive more higher dwell scores which nearly double that effect on brand site visits and more than treble the search term activity, greatly improving the ROI.
& when it comes to interactions on your brands site, there’s again a striking contrast between high & low dwell campaigns.
High dwell campaigns dramatically improved how many pages people see & how long they stay(125 percentage point positive swing in page views per visitor & 83 percentage point swing in minutes per visitor)
So in summary high dwell campaigns boosted the number of branded searchers, visitors to the brand website and the pages viewed & time spent on the site.So total dwell provides a valuable metric in evaluating the success of your brand campaign – the good news is that various ad servers publish norms that you compare your dwell scores against
Let’ think about which ad formats generally produce the highest dwell scores – I need 6 volunteers to illustrate this please – I am giving out a series of cards that represent different ad formats as defined by Eyeblaster. You can have the video, you can have Commercial break...etc etcOK please arrange yourself in order of which ad format you think have the highest average dwell score & which have the lowest....starting with the highest Dwell here.Let’s see how well you did...
...thank you for your time please hand me the cards & give them a round of applause –whilst they go and sit down....Lets now take a look at the CTR’s – as you can see if we were assessing the performance on click through alone we would have almost the opposite ranking with floating ads ranking 1st instead of last. This further supports the fact that as the tools & tactics to engage people online evolve, the click alone is not an adequate measure of online engagement with an ad and subsequent campaign effectiveness for brands...yes it is an instant measure of response but 1 of many responses an online ad can provoke – taking this chart literally, our floating ads & commercial breaks are great for DR but not so great for brand building campaigns.
& how do the verticals compare? – CLICK again Clickthrough rates do not follow Dwell scores – but in terms of Dwell, it’s probably no surprise that Entertainment is top due to richness of assets but finance is in 2nd place. Probably driven by the fact that finance use online as a vehicle to reach their young consumers & hence are adopting a variety of online tactics to do this...also proves that creative thinking can go along way and can be applied to all industry verticals. CLICK However I want to focus on technology – which perhaps surprisingly is under-performing vs. the average – once again...hot off the press we are currently developing a case study of a campaign that only finished running circa a month ago with a technology client who has achieved dwell scores that are over 50% CLICK above their industry norm in this sector. (5.9 vs. 3.9) I am going to give you a sneak peek into some findings we will be sharing in the coming weeks...
This campaign solely ran on our Network online, the only other medium it used for this campaign was 1 print partner. This client used a variety of formats including an expandable banner, which we have already seen, performs well, wallpaper ads (forming a Homepage Takeover) and advertorials. The ads went through to the brand site. Other elements, editorial linked through to a MSA developed microsite providing more information on the product range. So we know that this led to high levels of dwell but what else did we find?
Once again the campaign stimulated search activity – in fact a 14% uplift amongst those exposed to the campaign
It also led to brand website traffic (microsite & brand site) almost quadrupling.
What we were also able to measure with this campaign was whether there were also any changes to peoples behaviours offline as a result of the online exposure. First up campaign awareness – did the people who were exposed to the campaign remember it – the majority, almost two thirds – 61% did!CLICKIt was therefore no surprise that amongst the exposed group brand awareness also improved (+7percentage points) from 40% to 47%CLICK Brand favourability over doubled (2.4 x) – from 15% to 34%CLICKLeading to a 3 percentage point increase in purchase intent from 67% to 70%.
So hopefully I have delivered you strong evidence to show that increased levels of online engagement i.e. – higher dwell scores leads to better brand effects. Paying greater attention to the creative, and the Dwell scores they produce, rather than click through rates, leads to better steer on how your brand is performing both on & offline.
Thank you for your time today – you can go to the following links above to get more information on the research, or some further thoughts on online measurement for brands.