Some time between 2010 and 2011: “We should get a Twitter account!” bellows a CEO in a boardroom after reading the term repeatedly in a broadsheet newspaper over the weekend.
“Everyone’s on Twitter, our customers are on Twitter, we should get a Twitter account, and we should Twit at customers and tell them how great we are. We don’t want to be behind the curve on this one. Not like we were when we didn’t have a website until last year," continues the imaginary ruddy-faced executive as he pontificates to a room full of lap-dogs and sycophants.
"Also we should be on Facebook... Also do people still use MySpace?”
So the company immediately got a Twitter account, and a Facebook page and a [insert name of popular social media channel here] account and it pumped as many press releases, corporate slogans and nakedly brazen ‘buy-me’ marketing bilge down the channel as it possibly could, forgetting a number of key points.
- It’s a channel. Traffic can, and indeed should, move both ways.
- Nobody gives a damn what your company has to say.
- Your company will run out of things to say.
In this post, bear with me and you’ll get a couple of case studies and some best practice from brands using TV and promoted tweet tie-ups.
Before I give you the fun stuff, I want to say that best practice is all that matters. Ignore all the stats about engagement and sales uplift.
I don’t usually advocate ignoring stats, but as B2B marketing and service industries now pervade major cities of the developed world, we are awash with stats. And stats that claim to explain general concepts, such as generic increase in purchase intent after viewing a promoted tweet that references TV, are not helpful to you.
Yes, these stats succinctly explain the perceived benefits of advertising on Twitter, but like all data, it’s only that which directly pertains to your company that is of use.
There’s no point examining averaged trends when what you’re interested in is your business. Being blinded by amazing engagement stats will mean you don’t think properly about your campaigns. The last thing you want to do is drip out a poorly conceived set of promoted tweets and have faith they will deliver ROI.
The success of your marketing and advertising is dependent entirely upon detail; detail that’s way more granular than simply what channels you decide to advertise in.
When taking over any PPC account, it is essential to learn from historical performance swiftly in order to make the best possible start to a campaign.
In this example account there was a clear disparity between the best and worst hours / days of the week.
This suggested that a more aggressive ad scheduling strategy was required to bring the account to an even keel (and to perform as efficiently as possible) over the course of the day and week.
Native advertising is one of the hottest marketing trends this year. From BuzzFeed to Twitter, the most admired businesses of our generation have been built on this supposedly new advertising medium.
However, from my experience, understanding of what it really means is surprisingly low. People might understand that it’s akin to what was traditionally called advertorial, but few recognise the nuances of what is a surprisingly diverse medium.
Here are our top tips on the best ways that affiliates can use data feeds to increase their sales commission.
What was the year? 2009? 2010? QR codes were 'the next big thing'. They had such great promise. Turn any print advertisement, packaging or promotional experience into a digital touchpoint.
Richer engagement. Richer analytics. But they never delivered. (Some people perpetually say 'next year' is the year for mass adoption).
But there is one technology that comes pre-installed on 100% of handsets and which can exceed both the engagement and analytics that QR codes promised.
I should add a caveat here… ‘of varying degrees of quality’.
There are definitely six examples here, but I would suggest that only four and a half are actually 'innovative'.
I’ll start with the best one, which is the reason why I began this journey in the first place. Well that and an uncharacteristic wave of festive spirit after enjoying a post-lunchtime liqueur chocolate. Then if you can tread with increasing amounts caution through the remaining examples, that would be great.
So with the formalities dispensed with, let's begin...
Using video on a landing page can increase conversion by up to 86%.
This statistic comes from a study by EyeView on various ecommerce sites.
In the study, two different variations of the same website were built, with 50% of the traffic being directed to a landing page with an embedded video, the other 50% directed to a page without.
The website that achieved the largest conversion rate (86%) was an online tutoring service. This is clearly the type of company that would naturally benefit from a landing page video, as most of its content is likely to be delivered via that medium anyway. It’s a free ‘sampler’, a way to show how professional and useful your service is before the visitor has signed up for a subscription.
Video is one of the best and most persuasive of all visual tools as it’s capable of delivering large amounts of information quickly and succinctly. Especially if it's about a new service or product.
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.
In the run up to Christmas 2013, it seems that online fashion retailer ASOS is the top UK brand on Pinterest, generating 1,728 shares per week.
These findings come from the latest study by Searchmetrics, based on the top ten UK retail sites.
Every company in the top 10 has set up its own official Pinterest page, largely as a result of the image based platform becoming the third biggest social network globally and increasingly responsible for driving traffic towards ecommerce.
ASOS has recently redesigned its homepage to put added emphasis on content marketing, and already has a strong cross-platform strategy when it comes to social.
Here’s some more stats that highlight ASOS’s success on Pinterest.