A presentation by Scott Dylan a Digital Marketing Consultant based in London. Discussing the reasons why Digital is so important. Covers SEO, PPC, Digital Trends and more....
See PDF for our Q4 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
We take a long-term approach to building relationships. If you'd like to discuss your business or the industry with our team, please reach us at contact@horizonpartners.com"
IAB 2015 Advertising Spend Trends: Mobile, Search, Programmatic and DisplayMEC UK
Matt Bell, Head of Digital Strategy at MEC UK, reviews the IAB 2015 Digital Advertising Spend Trends - including Programmatic, Search, Display and Mobile - and looks to what's next for digital advertisers in 2016.
The digital revolution has shaken the publishing industry. Six trends, however, highlight new opportunities as well. The explosion in devices, apps, social media, product research online, data over mobile usage on devices, and video consumption online are radical changes with big implications for the media industry.
See PDF for our Q4 2014 Digital Media and Internet market update - an overview on M&A transactions, relevant public equities, and key investments in the space through the Horizon Partners lens.
We take a long-term approach to building relationships. If you'd like to discuss your business or the industry with our team, please reach us at contact@horizonpartners.com"
IAB 2015 Advertising Spend Trends: Mobile, Search, Programmatic and DisplayMEC UK
Matt Bell, Head of Digital Strategy at MEC UK, reviews the IAB 2015 Digital Advertising Spend Trends - including Programmatic, Search, Display and Mobile - and looks to what's next for digital advertisers in 2016.
The digital revolution has shaken the publishing industry. Six trends, however, highlight new opportunities as well. The explosion in devices, apps, social media, product research online, data over mobile usage on devices, and video consumption online are radical changes with big implications for the media industry.
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
New Communications in a Networked World: The Philips Case StudyPRovoke Media
Philips global comms chief Andre Manning explains how his company is integrating PR and marketing, at the Holmes Report's first ThinkTank Live Conference in Prague.
China Mobile Advertising Landscape Report (Thomvest Ventures)Thomvest Ventures
This report examines China's digital advertising industry, with a specific focus on mobile. Our goal with this research is to grasp the many nuances of advertising technology in China – what role does programmatic play, who are the key vendors in the space, what challenges do these vendors face, and how do we expect the market to evolve over the next several years?
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Time for consumer goods companies to rethink digital marketingCognizant
Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.
'The Role of Journalism in Content Marketing'Sabilah Eboo
Double keynote presentation by IBM's Andrew Grill, Partner for Social Business, and Gideon Spanier, Media Editor at The Evening Standard, from Raconteur Media and NewsCred's event for marketers at The Savoy Hotel, Thursday November 14, 2013.
Digital identity upon the web is equivalents to people's identity cards. We can present a Digital ID electronically to prove our identity or our right to access information or services.
Members, Subcommittee on Digital Commerce and Consumer Protection Re: Underst...Jeff Martinez
The Subcommittee on Digital Commerce and Consumer Protection will hold a hearing on Thursday, June 14, 2018, at 10:15 a.m. in 2322 Rayburn House Office Building. The hearing is entitled “Understanding the Digital Advertising Ecosystem.”
ID5 - the state of digital identity - 2021Romain Fonnier
Dépendre des cohortes et des signaux déterministes n’est pas suffisant pour permettre au secteur de prospérer dans un avenir sans cookies ; le rapport d’ID5 sur l’identité le démontre
Pour son deuxième rapport, le fournisseur de solutions d’identité a sondé le secteur afin d’évaluer l’importance de l’identité dans la publicité numérique et la manière dont les perspectives sur l’identité ont évolué au fil du temps. Le dernier rapport révèle que l’identité est de plus en plus prioritaire dans le paysage de la publicité numérique : 82 % des personnes interrogées ont déclaré qu’elles considéraient l’identification numérique des utilisateurs comme « très importante » pour leur entreprise. L’adoption de solutions d’identité universelle est sur une trajectoire ascendante, 43 % des répondants du secteur déclarant être déjà impliqués avec des fournisseurs d’identité universelle et 43 % supplémentaires déclarant être en phase d’évaluation.
New Communications in a Networked World: The Philips Case StudyPRovoke Media
Philips global comms chief Andre Manning explains how his company is integrating PR and marketing, at the Holmes Report's first ThinkTank Live Conference in Prague.
China Mobile Advertising Landscape Report (Thomvest Ventures)Thomvest Ventures
This report examines China's digital advertising industry, with a specific focus on mobile. Our goal with this research is to grasp the many nuances of advertising technology in China – what role does programmatic play, who are the key vendors in the space, what challenges do these vendors face, and how do we expect the market to evolve over the next several years?
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
In digital marketing we analyse market opportunities, select target markets, design marketing strategies, plan marketing programs, and organise, implement and control the marketing efforts. It is not a brand new approach to strategy but just a new way form the lenses of internet, mobile social media.
2019 Programmatic Advertising Ecosystem Europewww.improvedigital.comSales Houses & Ad NetworksAn outsourced capability to advertisers, agencies and content providers to sell and buy media. Sales Houses often work on an exclusive basis for content providers, selling both standard and customized advertising to advertisers and agencies. Ad networks may have a general approach or specialise in a certain area such as retargeting, audience targeting, mobile, video or affiliate marketing. Data Providers & TechnologiesData providers collect, compile and sell (anonymous) data on (online) consumers. The data management platforms manage, protect and collect the data from different online and offline sources and turn it into actionable information that can be used by buyers and sellers.AgenciesAn advertising agency or media agency is a service business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients. An ad agency is independent from the client and provides an outside point of view to the effort of selling the client’s products or services. An agency can also handle overall marketing and branding strategies and sales promotions for its clients. (source: Wikipedia) Delivery Systems, Tools, Analytics, Verification & PrivacyDelivery systems, tools and analytics are the technologies that provide specific features to the advertising ecosystem. They ensure different types of ads are served, measured & validated, provide safety and privacy features to advertisers and content providers, offer unique targeting methods for advertising campaigns, provide simplified tag management or billing support. Agency Trading DesksThe specialised arms of larger media buying agency groups that use either proprietary technology or a demand side platform (DSP) to buy and optimise media and audiences, often in real time, on ad exchanges, ad networks, sell side platforms (SSPs) and other available inventory sources they are connected with.Selling TechnologiesTechnology platforms focused on enabling media owners to automate the selling of online media in real-time and maximizing their revenue. They offer an efficient, automated and secure way to tap into the different sources of demand that are available, manage yields and provide insight into the various revenue streams and audiences.
Time for consumer goods companies to rethink digital marketingCognizant
Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.
'The Role of Journalism in Content Marketing'Sabilah Eboo
Double keynote presentation by IBM's Andrew Grill, Partner for Social Business, and Gideon Spanier, Media Editor at The Evening Standard, from Raconteur Media and NewsCred's event for marketers at The Savoy Hotel, Thursday November 14, 2013.
Digital identity upon the web is equivalents to people's identity cards. We can present a Digital ID electronically to prove our identity or our right to access information or services.
Members, Subcommittee on Digital Commerce and Consumer Protection Re: Underst...Jeff Martinez
The Subcommittee on Digital Commerce and Consumer Protection will hold a hearing on Thursday, June 14, 2018, at 10:15 a.m. in 2322 Rayburn House Office Building. The hearing is entitled “Understanding the Digital Advertising Ecosystem.”
Menganggur itu berbahaya. Berikut ini dijelaskan tentang proses bagaimana menganggur menjadi penyakit atau patologi dalam diri. Prosesnya sangat halus dan sering tidak terasa, hingga menjadi patologi.
Materi ini dipresentasikan dalam Seminar di Pekan Matematika Prodi Matematika FMIPA Universitas Brawijaya Malang.
Berisi: Pembahasan matematika sehari-hari, persoalan matematika, berhitung versus matematika, perkembangan anak dan belajar berhitung, serta tips bikin anak cinta matematika. Tentu saja semua dipandang dari kacamata disiplin ilmu Psikologi
Hierarchy of Questions for Learning ProcessRudi Cahyo
Semua tindakan digerakkan oleh pertanyaan yang menjadi antesedennya, termasuk tindakan belajar. Karena itu bertanya dan membuat pertanyaan itu penting.
Bagi workaholic sekalipun, menganggur itu enak. Namun jika intens dan menjadi kebiasaan, maka akan membentuk mental penganggurnya. Apa bahaya menganggur? Simak yuk!
How to leverage B2B social networking with standard seattle 2010The Oren Group
Describes why adopting social media in B2B marketing is a must in today's markets. Provides examples of how leading companies like:Cisco, Dell, Intel and IBM are leveraging social media to generate new business, cultivate relationship with existing customers and increase share -of -voice in their industries
Intro To Online Advertising Greg StuartGreg Stuart
The attached was developed by Greg Stuart, co-author of What Sticks, for a client to give them a very comprehensive view of online advertising by the former CEO of the IAB-Interactive Advertising Bureau. It gives away many unknown secrets of online advertising practices and is an insiders view to the research, measurement, practices by the world's blue-chip brands.
Christy Belden, VP of Media + Marketing, discusses what you need to know about digital advertising for your business, including ad targeting, ad networks vs. direct publisher, statistics around digital advertising, current trends and best practices.
Social Media’s Return On Investment – When Will We Get Buy-in?Donald Schwartz
Presentation Slides: NYC Social Media Club 6/17 Meeting w/Josh Chasin, Chief Research Officer, comScore, Inc. & David Binkowski, Director of Word of Mouth Marketing at MS&L. Moderated by: Donald Schwartz, Imagelink Productions
Diversification of Digital, by LeapFrog InteractiveLEAP
This presentation was given by Christy Belden, VP of Media+Marketing at LeapFrog Interactive, on Thursday, May 26, 2011. As the third installment of the Power of Digital marketing series, a partnership between LeapFrog Interactive and Business First of Louisville, this presentation outlines the history of digital banner advertising, best practices, and need-to-know information. This presentation explores the basics of digital advertising, or display/banners ads. Topics include key terminology, ad formats, thought leaders + regulatory organizations, analytics + measurements, and best practices. Prepared by Emily Carroll and Brittany Burdoine-Lewis. Presented by Christy Belden.
Future of Digital Marketing.
Marketers and management should focus on a long-term, integrated/holistic online marketing approach instead of a short-term, direct response driven ROI calculation.
In this presentation we round up important market data about internet usage, online shopping and use of social media in The Netherlands and provide tips for successful online marketing strategies in 2009.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
1. SO, WHY DIGITAL?
Scott Dylan – Digital Marketing Consultant
w: www.scottdylan.co.uk
e: hello@scottdylan.co.uk
t: scottdylan
2. The Digital Audience (it’s big!)
33m Adults use the internet every day
In May 2012, 29 million people watched 3.6 billion videos
Source: UKOM 2013, UKOM 10, ONS 2013, Ofcom 2013, UKOM Video Census June 2011
In 2012 51% Internet users connected via a mobile device,
up from 24% in 2010
Over a quarter (51%) of adults in the UK say that they now
have a smartphone
58% of adults have used Wireless Hotspots in the last 3
months
The Total UK Internet audience is 44.6m
3. The Digital Audience continued..
There are more than 3.5bn pieces of content (web links,
news stories, blog posts, etc.) shared each week on
Facebook.
More than 80,000 websites have implemented Facebook
Connect since December 2008 and more than 60m
Facebook users engage with it across these external sites
each month.
Source: Ofcom 2012 stats
Nearly half of UK adults said they used social networking
sites in 2012
For those aged 16-24 social network has replaced email
as the most popular Internet activity for the first time ever
5. Digital ad spend continues to
grow
SOURCE: IAB / PwC Digital Adspend
2012
6. Digital has shown sustained growth
since 2003
SOURCE: IAB / PwC Digital Adspend 2012 &
WARC
7. Digital Ad Spend is up 12.5%
YoY
*Digital: Like for like growth (actual growth)
SOURCE: IAB / PwC Digital Adspend 2012 & WARC
Year on year change:
8. Digital is now the single biggest
advertising medium
SOURCE: IAB / PwC Digital Adspend 2012 & WARC
9. The digital media mix
% share of revenues 2012
NB: Other includes Lead Generation, Search Affiliate, Solus Email, Mobile
SMS/MMS
Category 2011
Share
Search 58%
Display 24%
Classified 16%
10. Paid Search continues to
show impressive growth
SOURCE: IAB / PwC Digital Adspend
2012
11. There are quite a few different categories of
display advertising
% of display advertising spend by type for 2012
SOURCE: IAB / PwC Digital Adspend 2012
* See http://bit.ly/O_P_M for more details
14. Key Commercial Market Players
Social
Networks
Portals Video Search
E Commerce
Networks/Real Time
Bidding
15. Digital advertising is widely understood to be an
important part of the funnel to driving a conversion
TV, Radio
Print Advertising, Outdoor,
Social Media
Digital Display
Affiliate
Marketing
PPC/SEO
Conversion: Sale, New Lead, New Customer etc.
Brand
advertising
Response
based
advertising
16. Digital has evolved a number of it own
models for buying advertising
Risktoadvertiser
CPM
CPE
CPC
CPA
Paying for a view
(impression), available
with most publishers.
Pay for a Click response. Search advertising
is bought on this basis. Used by brands who
want to deliver users to their site.
Pay for an action – this can be a sale or some
other trackable response.
Not widely available.
Pay based on Engagements.
Used by brand advertisers to ensure
content is seen. This method is
increasingly popular.
21. Standard display ad formats
Banner – 468x60
or
Leaderboard 728x90
MPU – 300x250
Skyscraper – 120x600
Overlay
22. Similar to print advertising there is now a wide
range of creative formats available
Rich Media Search Sponsored Stories YouTube Billboard
Pre-rolls
In text links
Homepage
takeovers
Page Peels
Sponsorship
Logos
…although there is industry standard formats defined by the IAB
23. The role of Display
Mass awareness
Delivers reach / scale
Engagement
Drives dwell of message
Direct Response
Delivers results
One day:
Unique reach: 6 M
Impressions: 12 M
• MSN Homepage takeover
provides mass reach & 100%
share of voice
• Relies on strong creative
impact
• Cost-per-engagement models
work well for Video
• Content must be worthy of users
time
• Cost-Per-Action buying
model
• Standard formats, strong
call to action required
24. Some formats go beyond the norm in an attempt
to engage with users (e.g. Expandable Creative)
25. Targeting is a key strength of
Display Advertising
• Registration data has always enabled a level of targeting for Display advertisers.
Variables for targeting have typically included:
Age
Gender
Location
• Contextual targeting opportunities allow you to target by interest with
increasingly complex creative formats on publisher sites.
• Behavioural Targeting segments are available across a range of
verticals based on user behaviour (e.g. whether someone is
interested in travel sites).
• Re-targeting existing customers if they have visited your website -
cookie data allows provides such as Criteo to find visitors to your
website again whilst they are browsing on the internet
27. What is Search?
Natural Search
Results
Paid Search Ads
Google Shopping Results
Paid Search
accounts for
approx. 20% of
traffic
Natural Search
and other results
account for the
remain 80% of
traffic
28. What is the role of
Search?
Search is a channel that falls into the
two areas:
…On one side it is a means by which
consumers can follow a journey that has
been influenced by other advertising
such as TV or Press…
…And on the other other side it can be
the starting point (by creating awareness
and interest) and also the end point,
driving a sale or some other important
action...
29. Search Placements
Google, Yahoo and MSN
Search
Text ad (most common)
Content Network ad
Other formats are
available through the
Google Content Network
Image ad
Video ad
Mobile ad
Anatomy of a Google Text ad
Headline 25 characters
Body content 35 characters per line
Seller reviews
Google+ followers
30. Getting to grips with Google
adwords
The AdWords system
calculates a 'Quality Score' for
each of your keywords. It looks
at a variety of factors to
measure how relevant your
keyword is to your ad text and
to a user's search query before
entering you into the auction
for that keyword.
A keyword's Quality Score
updates frequently and is
closely related to its
performance. In general, a
high Quality Score means that
your keyword will trigger ads in
a higher position and at a
lower cost-per-click (CPC).
33m adults use the internet every day, which compares to 16m every day in 2006. The internet is now part of everyones life whether that be for entertainment, communication, shopping or any number of other every day activitie*3.6 billion videos equates to 18,000 years of video per month!
Usage of newer areas of digital such as social are burgeoning…site such as Facebook have incredible number of repeat visits each day and are offering advertising opportunities to reach their audience
The digital advertising market ahs been growing huge over the last 10 years. It’s not at a staggering £5.4bn a yearAdvertisers tend to vote with their feet – they can’t get enough of a good thing.
Digital (including search) has grown nearly ever quarter from 2003, and instead of showing signs of slowing down it’s actually been trending upwards over the last year!
Digital ad spend including search is up 12.5% YoY
Digital overtook TV as the biggest medium in 2010/2011
Paid search makes up the lions share of the Digital media mix (58%), display advertising is the second largest channel (24%)
Digital Display is an important part of digital marketing mix and now accounts for just over half of what is spend on print advertising
For an idea of what goes on in the digital space in just 60 seconds then take a look at this! Peoples lives are increasing digital.
The top destination sites in the UK (BBC aside) have considerable reach and also offer advertising opportunities (mainly paid search and display) as well as commerical opportunities such as those on ebay, amazon and youtube.
Networks such as Specific Media and Aconion trade advertising on the internet, typically with agencies but also with advertisers directly. Some performance networks such as Criteo offer opportunities to retarget visitors to your site on the internet.
Digital advertising is often easier to track than responses from television or other traditional advertising channels. Whilst digital can be used as part of a campaign to promote a brand it’s more often used as a method for harvesting demand i.e. encouraging someone already considering a product or service to take the plunge and choose your brand
New advertising formats release by Twitter, Facebook and Youtube have helped advertisers to see social media as an opportunity to connect with potential customers. Formats such as the Facebook page post format allow advertisers to get their message into people news feed.
Between 30-40% of traffic to your site is likely to be made up of mobile and tablet browsing. Obviously this has a knock on effect as you need to ensure your site caters for the different formats required.
MSN can provide mass reach and high impact solutions. Click on image to see a bespoke homepage takeover that animates without user interaction. Once this has loaded, click on the square format highlighted in the presentation and this will activate the full screen takeover. The investment for a MSN Homepage Takeover is approx. £65,000 (dependant on level of interactivity) but provides 12 Million Impressions and 6 Million unique users (reach) with a high cut-through format.Cost-per-engagement models - only pay when user engages. Research (Ribena case study) has proven that the dwell increases purchase intent. Cost-Per-Action buying model – Pay when user completes action
There is even more advanced targeting techniques available that incorporate your sites cookie data with other data providers to match to users who ‘look a like’ your sites users or customers
Paid search or pay-per-click would suggest, advertisers 'buy' each click andsubsequent visitor to their site from an advert displayed in two main locations. Themost common of ads are simple text adverts, displayed alongside 'organic/natural' ornormal search listings in Google normally along the top and down the right handside.Natural search is where advertisers optimise their website in order to appear highlyon the terms through relevant content.