Regulation in Search – Is it Viable? - Malcolm Phillips
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This document discusses the expanded remit of the UK's Committee of Advertising Practice (CAP) Code to include marketing communications on companies' own websites and social media pages. It notes that all marketing should be legal, honest, and truthful regardless of where it appears. The new remit aims to strengthen principles of fair competition, build consumer trust online, and protect children. User-generated content posted on company pages could fall under the remit if the company incorporates it into their own marketing. The document outlines existing and new potential sanctions for non-compliant marketing, such as adverse publicity, pre-vetting of ads, and search campaigns highlighting violations. It encourages signing up for CAP guidance resources online.
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This document discusses the evolution of phone call analytics and different methods for tracking phone calls. It notes that 92% of online searches result in offline conversions and 43% of consumers who conduct online searches convert over the phone. It then outlines different levels of call tracking from no tracking to using call tracking solutions. The types of call tracking solutions discussed include using unique telephone extensions, code identifiers, phone numbers per campaign, keyword-level tracking, and visitor-level tracking. The document also mentions call logs, visitor paths, and integrating call data with other systems.
Richard Qype Latitude Presentation
Qype is a pan-European social network covering 10 countries and 7 languages with over 17 million monthly visitors. It allows users to write reviews about local businesses and has over 2 million reviews. Qype acquired CooleDeals in 2011 to launch a deals and coupon platform called QypeDeals. With growing smartphone usage, Qype has a strong mobile presence on iPhone, Android and Blackberry. The document discusses how social media and user reviews are increasingly important for both consumers and small businesses. It argues that emerging mobile and location-based technologies will further transform retail in the future.
Location, location, location - Jenny Simpson
Location is important for search marketing in multiple ways. Local search can refer to location-based services, geo-location opportunities through mobile, or localizing content for international audiences. Mobile users frequently search for local information, with many contacting local businesses directly. While local services are most directly impacted, all companies can benefit from emphasizing their real-world presence. International localization requires understanding local cultural nuances. Local search also influences natural and paid search results through reviews, ratings and maps integration.
Stat-o-rama – An Industry in numbers - James Murray
The document discusses key digital trends and the future of online advertising. It notes that social media continues to grow in influence, with sites like Facebook driving a large amount of traffic. It also discusses how retail sites like Groupon are driving traffic through social recommendations and discounts. Additionally, it highlights how authority on a topic can boost traffic, as seen with Lonely Planet during political unrest in Egypt. Finally, it emphasizes that the future of digital advertising relies on better understanding audiences through segmentation tools like Experian Mosaic to reach the right target markets.
Paid Search Innovation - Guy Levine
Remarketing allows you to display ads to users who have previously visited your website as they browse other sites within Google's Display Network. To set up remarketing, you need to add a piece of remarketing code to your website pages to start building audience lists. The more targeted the traffic, the better the response will be, so determine the best time to remarket based on your industry. Start building lists now for future use and have a plan for how long users remain in lists.
Mobile Marketing goes Mainstream - Duncan fisher
Mobile PPC advertising is a growing opportunity, with searches increasing and more done on mobile. Key considerations include separating mobile campaigns with their own accounts and keywords, using mobile-optimized ad copy and landing pages, and aggressive bidding. New ad formats like click-to-call are effective on mobile by making it easy for customers to connect, and location extensions show the business location with ads. Tracking and analysis of mobile campaigns should include call metrics to improve engagement, and more targeting options will continue to emerge.
Enterprise Level SEO - Asif Hassan
This document discusses enterprise level SEO at MSN EMEA. It operates across 22 markets with 350 channels in multiple languages and publishes new content hourly on millions of pages. The SEO team structure includes an EMEA lead and market champions who work closely with local teams and content partners. Challenges include justifying ROI, complex technical implementations across teams, stakeholders and partners. Success comes from prioritizing tasks, education, keyword research, sharing best practices, guidelines and tools. Lessons learned are that SEO requires engagement from all, passionate local teams, measurement, and central management of standards.
Mobile Marketing goes Mainstream - Andy Barke
This document discusses the rise of mobile internet usage and its importance for marketing. Some key points made include:
- 23% of UK searches and 15% of internet time are on mobile devices.
- Smartphone and tablet sales overtook PC sales in Q1 2011. There are over 20 million mobile internet users in the UK.
- 50% of UK shoppers use smartphones to check prices in stores and 90% use them to haggle, representing an opportunity for mobile commerce or mcommerce.
- The document advocates for separating mobile and desktop marketing campaigns to allow for better targeting, control and optimization for mobile.
SAScon Market Focus – Retail - Paul Cooper
This document discusses how retailers can increase their share of traffic by better understanding how consumers search online. It suggests tailoring search engine marketing strategies to different types of online shoppers, such as bargain hunters or those seeking convenience, and integrating search with other media. Retailers are advised to utilize all assets on their webpage and tailor search campaigns to work with other marketing channels in order to increase both their share of voice and market share.
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Regulation in Search – Is it Viable? - Malcolm Phillips
- 1. What the ASA remit means to search & social mediaMalcolm Phillips, Code Policy Manager, CAP19 May 2011SAScon
- 3. administration of prize promotions
- 5. Extended Digital Online Remit Advertisements and other marketing communications by or from companies, organisations or sole traders on their own websites, or in other non-paid-for space online under their control, that are directly connected with the supply or transfer of goods, services, opportunities and gifts, or which consist of direct solicitations of donations as part of their own fund-raising activities.
- 6. Why extend the digital remit of the CAP Code? All marketing communications should be legal, decent, honest and truthful wherever they appear Large advertiser call for action (WFA, ISBA) - strengthens principles of fair competition Consumer imperative: c. 3,500 complaints (08-09) – need to build consumer trust in online marketing Political imperative: focussing on protection of children Now we have the right tools: remit, sanctions, funding
- 7. “… or in other non-paid-for space online under their control”
- 8. Facebook, UGC and CRM
- 9. Facebook, CRM and marketing
- 10. Facebook, CRM and marketing ii
- 11. User-generated content (UGC) User-generated content (UGC) is content created by private individuals. UGC falls within remit if the website owner adopts and incorporates it within their own marketing communications. 2.3 Marketing communications must not falsely claim or imply that the marketer is acting as a consumer or for purposes outside its trade, business, craft or profession; marketing communications must make clear their commercial intent, if that is not obvious from the context.
- 12. UGC – adopted by marketer
- 13. UGC – adopted by marketer
- 14. Ministry of Sound Facebook
- 15. UGC – In remit
- 18. Pre-publication vetting by the CAP Copy Advice team
- 19. Withdrawal of trading privileges, including trade body benefits
- 20. Withdrawal of media space
- 22. Removal of paid ads that link to non-complying content
- 24. Guidance
- 25. Events
- 26. Case studieswww.cap.org.uk
- 29. Newsletters - subscribe to receive ‘need to know’ updates
Editor's Notes
- Guinness albums which contain UGC will be IR.Photos by others (that they have tagged with “Guinness”) will be OR.
- Adopted UGC – photo submissions have been invited & users are encouraged to vote for their favourite.
- I’ve chucked this one in specifically to get the shit flying. MoS is not marketing an alcoholic drink, but the clearly under-25 ladies in this MoS pic are boozing and, if my understanding is correct, the alcohol rules would apply here. Ha ha ha...