Chris O'Hara, Co-Founder and CRO of Bionic Advertising Systems, is the author responsible for our recently published Programmatic Marketing: Beyond RTB Best Practice Guide.
Below, he answers some questions about the new programmatic direct landscape and other topics covered in the report.
The question of whether the ecommerce RFP is fit for purpose raised its head again recently.
I’ve received a few since the last post and have come to the conclusion that they have all entirely missed a rather large point, to paraphrase the intro from my first post.
Having spent the last 6 years Client side as Head of eCommerce and agency side managing digital marketing teams, one constant has been confusion in new platform builds over what a “search engine friendly” website actually is.
eCommerce solution providers advertise optimised platforms and Clients demand search engine friendly sites; do both mean the same thing? Rarely. Client side eCommerce managers can confuse technical and content optimisation, leading to miss-matches between expectation and delivery. A technically optimised web platform does not necessarily mean that keyword planning and meta content optimisation have been carried out.
This blog provides a tick list of the core elements that you should specify in any RFP or ITT when scoping a new eCommerce platform. They act as a starting point for SEO dialogue, enabling you to push vendors on specific areas of optimisation expertise. Please note the list is not in any order of priority.