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Effective Online Marketing

Fri, 6 May 2011|


Automatically Generated Transcript (may not be 100% accurate)

So I think -- digital media helping advertisers effectively leverage these vehicles four for sixteen years now. So -- come here today and -- -- some of the digital media solutions that are out there. -- some of you my understanding is you're just starting to into the space summit -- What's driving the need to advertise online some of the digital media solutions that are out there have been around -- really -- time most effectively let them. So the key drivers that we're seeing its user behavior David -- -- talked about what's what's happening now and what's happening now gonna change five years from now -- really important that we stay on top of it. Right now several vehicles out there that people been using for a long time and it's just like things that you can do to improve the performance. -- -- -- -- As -- it is right now looking at all the different delivery options that are out there you multiple tablets you know what two years ago it was just the iPad -- that was even been two years now. And now some more tablets out there you all the Smartphones that are constantly changing which is why -- the best buy program as you can just constantly turning your technology -- get the newest one. Because I -- six sampled ice -- it changes on me. And it RSS feed -- usage behavior is changing. We need to stay on top that we any collectively all of us we always have to understand what are they using in order to research information we need to make sure that we're effectively reaching -- -- -- metrics really driving the need for many companies especially top down from the CEO's saying what am I getting my spent and when you get to digital media it's easy thing to track because metrics that are available for all digital media program. Because of all of the metrics that you're able to get from digital media programs you can figure out what's working and what is the most important part is you may get -- -- -- do something with it make modifications on it any time you're working with the media company you wanna make sure that you understand what metrics come with what solution. And understand how to interpret those metrics that you know what you need to do to change it to improve your overall performance. See all these digital products. That we're going to be talking about someone only going to address -- very high level and you may be overwhelmed with what you know now I mean I'm not in and that's for so long. I'm not well what I see coming. Do you think that just some of them you may not even be using these the virtual events podcasts webcasts videos multi -- products like -- digest buyer's guide. Newsletters banners text links. Web sites apps -- feel like oh my god what do you do weariness factor so much out there. That you need to know for the market -- -- reaching one of the vehicles at those people are leveraging and Ted -- talking about at the end. It's really important to know where are today and how are you going to reach them -- start talk about. How can you get that's accessing online marketing. I can break it down and make it less overwhelming and really just start with what is your objective and what is success criteria. That means what you're trying to do what hired new advertising and -- that vehicle is what are -- trying to do and how do you know did it well. If you were trying to drive -- your website what he must be looking at some analytics and how much traffic is coming to your site. If you trying to get leads for your sales force and it's going to be on the lead them quality of those leave. But you need to know for whatever program you do with digital media what are you trying to achieve and how will you know if you did it. Once you do that you actually partnered with the media company and they understand your objectives and how you're -- -- -- worked well they'll recommend the right solution. One of the biggest mistakes I've seen across all markets I've been doing this and its people think they know what that vehicle is going to produce the results they want. I can't tell you the number of times I've heard from Costner I wanna -- on your site I -- these. -- things don't go together banners are not going to deliver UB. Either -- confused on the -- -- confused on the metrics or the -- to partner with your company with your media company that you're working with. Make sure you tell -- your objectives are what you're trying to do. Then they'll break on the solution -- all these products that you can hear about on bits and pieces. They'll break it down for you. That's -- then determine your creative. Once that solution is determined so you decide it was going to be an email and you know you're gonna write an email copy and we give -- best practices on the if there's going to be a webcast and -- know what those mission materials are that was a banner. And you need to know you -- -- -- some of the rich media vehicles helping yet or not gonna determine the creative -- the created have to match back to the objective which means doing a branding campaign. And that had to be branching out if it's a direct right direct response to your website. And you have to -- had their policy action that's why it's important always start with your objective. And the creative is gonna determine whether metrics that are available so if you're doing -- white paper than you know that you're gonna get -- -- sponsor web -- and get beads from now. If it's a -- are you gonna get impressions. And -- that the direct response campaign then you're also going to get the clicks -- So any of metrics that will be tied back and did the media products we'll help you understand what out of active didn't meet my objective. Let's get the -- -- behavior -- like to do something and he'll tell you how many times. People get into -- looking and they're really not getting a good return for -- and you don't want that it certainly breaks my heart working in this industry. To be able to delivered some some feedback to change creative because they know that they're not getting the value -- money and they choose to pick up. Which items and -- behavior is going to then. -- That they haters going to either say amateur revisit my objective because many of you may I be buying -- -- programs -- -- company. But things don't stay for a year long so much is changing just -- digital media let alone in our businesses things today. So once you look through the magic and you have to revisit what was your objectives and my are my objectives still. And if they aren't they great and you continue with a solution treatment -- -- circle again. But you may have to revisit the solution if it wasn't working well maybe need different vehicle or generated your creative based on the -- facts. So if you look at any online marketing program and is as this little -- It really does take all the plumbing products and media company should be starting with the solution based on your objectives. So -- break it down if you're marketing -- was branding and you start with the objective creative and metrics idea. Typically branding you're gonna have an introduction to a product you and I want -- increased market share you wanna -- out there because as more people coming into the market. We wanna change a brand perception maybe as nothing wanna -- -- So you start with those let's say as branding objectives. Well that's gonna help you figure out -- the creative. The creative typically -- high impact dads whether it's the big -- official at the big welcome having a great product -- engineering is a big well. High impact dad. It also comes in multiple format if you're out there with brand name. You want frequency and you want frequency through all the different vehicles that means -- leveraging both push and pull marketing. So push marketing is when you push data out to people -- sitting and waiting for information come to them. And then you also have -- marketing where they are actively researching information on your website. So you're increasing frequency to increase your brand and and you also leveraging multiple vehicles. We have seen through announces that we've done here -- well across several different markets that when he print -- run. And a digital campaign is running well. That the digital campaign metrics a lot people CM print dad and I know it's hard to get metrics for print you know that was distributed don't really now. But you can that we don't and you see your digital campaigns. So think about him branding campaign. The metric that we typically branding campaigns measured over time. You know if you're cutting the banner out there that and -- performance right -- it's about the branding repeat exposure. You'll get impressions so CP MII don't -- only -- meaning looking at you can that the cost her about. -- you're getting it helps to understand how much value getting for years. And -- I think you'll see -- and a good branding campaign and it shows some examples later is an increase in your search activity through your own analytic tool that it. The most important thing that I want to make sure that you notice if you are running a branding act which -- the goal is to brand not to drive traffic to your website. Don't be disappointed if -- a look that theory that wasn't the intention of your act act was designed for branding that means exposure just like I TV commercial. We see TV commercials for -- I don't go run out by a truck but I thought that repeat explode and eventually had -- that I -- the -- of the night. Don't at this point -- understand metrics based on your -- If your goal was direct response. Same exact thing -- objective creative and that Philip jackets tied to direct response -- web -- activity. You wanna educate your prospects -- what every particular products are. Or you wanna and I'd really compelling thing for the users to com and learn about. So when you think about the creative. This is the most important if you are trying to get users to go to your site to take action. You have to make sure that there's a reason for them to do it if you ban on the right hand side and it doesn't tell me that I am going to get something free. Click here to download something educational information I'm not going to click. So it's not just about click here to tell me -- do something that's why I should do it. The website researching information for something else you're trying to take me away from that website tell me what -- -- get for -- So make sure that -- always have a bird and the benefit of that -- and you'll improve performance on your plants. You want to try to create a sense of urgency especially trying to drive traffic for specific reason they -- -- show. So if you -- today. You know come now check out this battle cry we're gonna be showing at our show learn more now that -- coming up in two weeks you have to think about. Again you're taking them away from what they were currently researching online why should they go and do this he. The -- -- back to what David -- -- saying earlier about the tagging. So now tagging is available out there through online programs this allows you -- actually take your message and targeted very specific audience. Tonight not spending let's say 5000 dollars on a banner and getting it in front and broad audience who may not to purchase your products. Because of the tagging capability where content is assigned to specific areas. You're able to now make sure that the message that you're trying to get out as a by the exact audience would -- your heart that we who -- your particular products. I'm gonna talk more about any pages -- that -- right at the metrics are tied with direct response. You going to immediately see staffed right at the beginning and you put your banner inspecting -- -- -- -- on a weekly basis at least monthly basis you'll immediately -- performance on the you'll always want to look at click through rate. It is the question victory welcomes -- where's your outlining as a running in the right area a web site. And I was there clear call to action there -- not -- conversations with people all the time. I wouldn't thought that your campaign with a direct response didn't even have -- And leaning page conversions. I we'll get into text. If you are doing text -- -- -- -- company's website they are far. More effective than most banner campaign that you're looking for high traffic driving opportunity. Text links to work and they're gonna be like strong keywords that people would use if they were going to type in to start. That would make your products appear. Text links -- more content on hate filled with really about grabbing that uses attention with information actually valid. Ten programs. So this is really you want writing it yourself type the filthy thing out there -- calling they need more opportunities. So what you have to do you have to find a program that's actually going to deliver you contact information for people's. Mostly get programs are webcasts white paper's editorial digest and it -- -- into the specifics. But you should be partnering with immediate companies say okay I -- -- program I need actual contact information -- -- pro active legal after. And audience rather than reacting hoping that they come across our website and click on something -- for more information. The most important thing that -- going to cost people for their information should add valuable contents. There is nothing more upsetting the use I'm sure you guys I'll feel the same way if you came across -- registration form. You've completed it and then you got some marketing spiel on the back. You don't want to really your relationship with your users so make sure that you're having a legion program -- you are providing users with valuable information to help them in their jobs. And if you're not that don't put -- -- registration wrong. Metrics you'd be looking at the cost -- -- seat at the cost of the program to by the by the number of leads. And all markets are different but that's how you understand did you get the Dahlia and if you're out -- selling a two dollar product. You know and if you'd get you know -- hundred -- Gonna take a lot for you to break those down and -- you know more than what you spent on the program but if you have -- Spent that the you know product that -- out -- offering and you got a hundred meter 200 leads. It doesn't take that much to turn around and make up for more than what -- spent in the digital media solution leveraging. But definitely. At least walkway -- to be honest with them don't just put things behind registries uncle promised something if you're not gonna deliver the value to the user tightly actually do have real content you want a -- reg while. They won't let that be Fred Flintstones and all that you're if Fred Flintstones in your leads and in your salespeople are not going to be -- So if you're trying to conversion on your own which means you are partnering with the media company and you're trying to figure out how can you capture of somebody's information on your on on your web -- you may have different calls to action different catalogs or something that they can download. It's all about the landing -- lot of information out there on landing pages -- incentives and information on how to create effective landing pages. But landing pages the page that the users are going to to complete their information. To get whatever it is that you promise them. What you have to keep -- I've seen many companies fail on at this. They nobody knew who was accountable for that we need it's isn't accountable for the lead and you don't know what questions to be ops. But whoever is responsible for getting that information -- needs to know what -- sales need in order to make it fail. -- in order to Paula I'm not opportunity. So make sure that you're identifying who is responsible for that convergence of -- they're thinking about their responsibility which is what the questions that we're gonna ask. The major companies creating -- -- -- page in the design of that landing page is very important I mean we've had her running on our site. And customers have told me that -- -- him to a landing page we did. We sent them to their home page that that's really frustrating for user I mean they're sitting at about my product -- -- sent to your home -- huge mistake. News broke that trust of that user not -- -- not only broken that trust because they thought they were going to let out -- about. Now you're expecting them to navigate around your site to find exactly what that -- about and we know users only go in so many pages deep so. Just -- capture it while you're there send them to the page that they want. The design element that you should keep in mind one active -- -- -- it's really exciting. Especially if you're doing something with immediate accompanying get a lot traffic to your site you want to get as much -- you can't Mac user it does not work fails in any market that I Don I've been across several markets. It fails. So think about it be strategic and get the results you want that means make sure that there's nothing else on the page other than -- -- that conversion was about. So for example if you're running a banner out on -- website and you might drive them over to something that they're -- -- at a technical -- for -- you know. That landing page should have no other links on it other than the information that you want the -- complete with the submit -- To want to try to take more advantage of that traffic that's coming your site do it once the cement -- to block that convert the gamble with your objective the conversion. Don't make them up don't do my objective is. To drive traffic to you know increase my grant and also captain believes it will be -- -- -- -- will be all over the place so stay focused on whatever your objective was. When you -- the ad campaign to the design of the landing page again user doesn't have to wonder -- -- follow through to the right at -- at the right place. Actually get nice complementary colors it works best because they know they're actually where they had clicked on. He but -- and keep the short keep the form -- short. Because again you're taken them away from something they -- online researching found mason finished yet come up and down. So this -- performance -- and I talked and I don't know whether you guys actually do that. But the image related directly to amount of traffic that is going to a specific part of a website. The CPM can actually be controlled by whoever -- media company it. So you're not getting a lot of I -- last year I -- -- -- media company will work internally and try to find out ways to drive more traffic to that area -- the site. Where there seems a lot of confusion across all the companies -- is the CT RC terrorists were -- -- element. There's nothing you're media company can do about your advertising unit other than tell you that's practices. They should be talking with whoever working at that they. How can I get the best that what do you use scene mean wonderful things about working in -- while. Is that we can see what works across all of the markets and then just then find a market we can turn around and see who is creating effective ad campaigns to drive traffic. So what you should be doing is making sure you're getting those best practices so you don't have to bother starting from scratch. But -- -- rate is low that means there's something wrong with the created this -- -- -- mean it wasn't designed correctly that get those best practices to help you out. CP Ellis tied to the legion programs I've already gone over that so I won't repeat it. So -- -- some real world examples of what happens. So this particular customer want to drive traffic to their website they did -- topic sentence sponsorship some of you may know them as. Recite some of the unanimous -- centers others you know puberty without -- media company there -- called targeted advertising which goes back to that the man that stuff that David was talking about. They did targeted advertising using targeted advertising you get a higher performance clock -- -- -- the Clinton Campaign because actually relevant to the content on the page. So if you think about going to global and you just broke the grill and you had a party. This weekend in a do a search on a relative a lot of bad comes up you're not gonna click on it wasn't relevant to your starts with the same thing with targeted advertising. So this customer you know -- to have relevant content in here but those -- the campaign we're gonna blow our favorite -- ran for three months. That's like -- at the top -- for me this digital. It doesn't work that way you know it's so important that their monitor the -- -- and when you start to see them debt changer created you hear banner blindness. It's -- it happened to get exposed that they -- over and over. You can make subtle changes. Without burdening your team simply changing the color or simply changing the call to action helps -- that performance right back up. So this particular campaign ran for three months they started out okay -- click through rate and what it's like it's in -- aren't targeted advertising. They -- a little bit the second month and all of -- they dropped. So we talked customer and they're seeking it was fantastic because it that it would happen that their program broad -- -- understand juicy campus are below average I don't understand that. Well we're disappointed in the -- that why wouldn't even thought that this -- about driving traffic to your website you didn't necessarily meant the right materials. An example. Want to drive traffic to our website they didn't exclusive newsletter sponsorship -- -- month of the year. And leaderboard anchor which is at the bottom skyscraper. An ad ran and every single newsletter so and at an Allergan -- what happened. -- The performance went down -- There is now. So we went in and we talked to them and we said. -- -- -- The thing people theme pad over and over again and so there there are ally when -- -- now says it was getting worse and worse but. They didn't change that this is where -- pick up stuff bothers me. So -- -- -- -- the performance started to go back I mean it happen any market that happens to actually be a -- example so it does happen. Overexposure will hurt your victory it absolutely well so if you wanna make sure that you're still getting value for your dollar these treaty to create it and pick up. -- an -- that terminology new print side of things to pick up it's easier. -- you're not getting out of what you lots forfeit any of your media companies don't you pick up digital doesn't work that way. People don't like being overexposed to the -- -- in digital world. The thirty we'll talk about some of the high impact adds that we've talked about this particular example they want to drive traffic to their website. They did they welcome -- that big 600 ad that -- -- -- -- -- FB that was their first got it came through. Ads only appear for fifteen seconds. So -- lot on -- on this particular graphic that came through when will we know what we're supposed to be looking at David Warren I actually got this from the customer. We gave them feedback we didn't really know what those images meant why they were there -- thanks so much time trying to look at them. David commented on the YouTube being read -- click here -- what are we supposed to do we're going they change -- creative much simpler cleaner and and I and they end up getting -- technique that and one week but -- 08% click through rate. The second time they ran an -- think customer. -- -- but this time upgrading this was not about. Driving traffic -- to -- creative was different so again branding clinics at the CTR to go down because there's no real they're contacting compelling reason why should play. -- hit it went down. But doesn't -- you branding you're not gonna measuring clickthrough rate that's not what it's about about the impressions that over thirteen thousand impressions in one week -- that that. They weren't disappointed and quick -- -- had a conversation with an ethics hearing with the down. Dozen best practice doesn't and I won't necessarily go through all of these just because. That hasn't made the beeper yet. But you'll get these I think when you get presentation -- banners and a -- doing branding you -- have the logo on a spot. You wanna make sure that you you are out where people can go through later direct response -- talked about their -- benefit. You don't. Learn more -- learn more about our -- popping great quality is definitely better might make sure cops. You can even underlined the call to action you can put in a button -- a variety of different ways we can send you all of this information. If you have a lot to say the multimedia at David's talking about the can expand so instead of like getting a big welcome -- especially -- sold out on the one year company's website apartment you can do an expandable -- that helps anecdotes which too many words in -- -- skyscraper it doesn't work. -- skyscrapers you know people are really concerned about the poll below fold I don't know what that -- digital world but I can tell you if it. It fits in -- about before scroll and tried putting your call to action on the top and bottom. -- digital media you can just and then you can simply change it next month it is still easy you have to be willing to try. And then I want to put -- in here because I think some people on. Misunderstand why there -- back and they may work with different media companies they think media companies be difficult to work with -- not accepting a hundred K. 300 by 200 graphic -- Don't -- those facts are there for a reason. And and it's not so that we can hurt your performance is actually that we can improve your performance though I -- they set the standards we followed those standards. And a few noticed that if someone decided to submit to last a hundred K graphic -- our on our website and somebody else all of the I eighty standard which is what we -- which -- forty -- It takes longer for your -- to -- Which means users on the page and the -- -- on the page they -- navigate away from not heat before your outlook the one that's gonna hurt your performance you may not even be exposed. The second thing with where Michael starts talking about a bunch of the global stock is the global cloud over them to constantly changing. And right now they're thinking people based on their load time of their website. So that -- -- that we put on that site the more take that page to be downloaded the low we're gonna get ranking this applies to your website as well any graphics that you put up there. You fashion by telling IAB standard so. You don't get acting on some of those who -- them. Text links on key words again what's what would you -- and it went to Google. Steele is so you wanna make sure that you're -- product mean I think taking a product name. What does your product do what is the feature of that product with the -- unique benefit that hot. Those types of words you should be using in your text links to get people to click on I seen time and time again putting your product name an act actually -- the performance. And just think Serena when making too many words on the page people -- -- up and get to it quickly heat words and a blocked by. So -- example that I am gonna show -- three leaderboard at the top one -- -- no pump action. That's -- the bowl back campaign was branding that okay not have a pop -- -- your -- and I mean you're measuring it on -- and you're not -- up like that there was no place for use that there. That's next on. If you can -- you can see all the different policy action you -- believe -- customer. Is measuring nest on Netflix. Okay they have -- -- sign up they have this nice button get free access the -- worked really well. This bottom one. Definitely branding campaign for stop on the phone number nobody is not look at Democrats not an -- they're not gonna say the they call that phone -- by looking at as -- -- app. But they have really good branding elements they have the logo. They have their website and then they have their company name so how can you really -- -- that the fact that this other than just impression. Do you -- and that's about where people actually the year had and they do something about it later. They'll be at any internal metrics that you guys are -- with Google analytics to try to track all of your traffic search -- I think people actually typing in now your company name or their typing in your website address. You'd be surprised when you run a campaign like that on your start toward activity changes maps back here and and every. -- marketing objectives. Think about those success metrics if you don't know the success metrics aren't really hard to partner with -- and make sure that they giving you the right solution. You want to make sure that you're thinking based on those objectives. Monitor the performance. I media companies that helps out all the time digital media take a look at -- it's only gonna help you make better decisions moving forward. And always be curious -- what's happening with the users don't make a decision now and try to keep -- -- related -- so much is changing be curious about how -- user of -- holiday adopting new technology what -- -- you do where you get things embrace. -- -- a bit about that fire app and you'll see get on top of where people are because there in the fire app and you wanna make sure you can find ways to be. -- -- -- --