Online retailers should remember their heritage in order to ensure they stay ahead of the competition.
Timo Soininen is the CEO of
, the Finnish digital media group that owns virtual world Habbo Hotel, as well as other online games and social networks.
We asked him about the risks and rewards for brands targeting online communities, as well as the company’s plans for the future.
Spanish newspaper El Pais is suing Nielsen for an ‘unjustifiable’ downgrade in the number of unique users it attracts to its website. Ouch.
El Pais, owned by Prisa, is annoyed at the downgrade because media buyers rely on panel data provided by firms like Nielsen and comScore to determine where to place ad campaigns. The BBC has the lowdown here.
It seems to me that this reflects a bigger issue relating to the blind faith in panel data among advertisers.
Acquisition-minded high street banks are embracing
to personalise the experience of visitors and boost conversion rates.
HSBC, Lloyds TSB, Barclays and Halifax are using technology provided by TouchClarity, which serves content and product recommendations that are relevant to each visitor based on a range of factors.
In marketing technology, it’s important not to get carried away by your own spin.
Behavioural targeting sounds quite complex, but the idea and the source of the uplift is really quite simple and it happens in the real world every day.
Picture your favourite restaurant. If you’re lucky enough to have a switched-on wine waiter, he will remember the wines you’ve enjoyed in the past and intelligently suggest new vintages as they come onto his list.
Another nugget of wisdom from Jakob Nielsen - website visitors will often ignore heavily formatted areas of a website as they look too much like advertising.
The usability guru says surfers have trained their brains to ignore 'fancy formatting', in a form of banner blindness. This suggests that ads should be made to look more like actual content in order to attract attention - something Jakob also covered recently.
Best practice was a great safety net for marketers when campaigns cost tens of thousands of pounds to execute due to physical print, production and distribution costs.
If sales plummeted, the marketer in question could point to a text book or previous campaign performance and the directors would settle back down again.
Research group comScore has made some fairly major-looking changes to the way it measures search engines’ market share, by including ‘cross-channel searches’ and queries made on third party sites.
But the move won’t have given any cheer to Google’s main rivals – it is still way out in the lead.
I was one of the speakers and attendees at the inaugural eTail UK conference this year in the UK. I scribbled down lots of notes intending to do a series of blog posts based on what I heard and learned.
That was over 2 months ago now… But I thought I’d at least capture a few snippets of interest that I still remember.
Behavioural targeting will give the best returns when a wide variety of on and off-site factors are pulled into the equation.
The technology can give great results with site content and isn't just something you should be asking your ad network about.