tag:www.econsultancy.com,2008:/topics/performance-marketing Latest Performance marketing content from Econsultancy 2016-05-26T13:42:32+01:00 tag:www.econsultancy.com,2008:BlogPost/67881 2016-05-26T13:42:32+01:00 2016-05-26T13:42:32+01:00 Seven big challenges facing healthcare marketers Patricio Robles <h3>1. Digital underinvestment</h3> <p>By some estimates, healthcare spending in the US is close to 20% of GDP, but healthcare marketers aren't funneling much of their marketing dollars into digital. </p> <p><a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">According to</a> Deloitte Consulting, healthcare and pharma marketers spent just $1.4bn on digital ads, a figure that lags marketers in other industries.</p> <p><img src="https://assets.econsultancy.com/images/0006/8525/deloitte1.jpg" alt=""></p> <p>One of the consequences of this digital underinvestment is that this has created opportunities for third parties to become the go-to resources for consumers and physicians looking for healthcare information online.</p> <p>This is despite the fact that, in many cases, healthcare marketers' organizations have valuable, proprietary data and content.</p> <h3>2. Measurement &amp; metrics</h3> <p>While measurement is top-of-mind for most marketers, it hasn't been as important in healthcare because of the role marketing has played historically in healthcare organizations.</p> <p><a href="https://econsultancy.com/blog/67863-healthcare-marketers-making-progress-on-measurement-metrics/">That's changing</a>, and many organizations have adopted a number of sensible growth and brand-related metrics.</p> <p>But adoption of metrics related to stakeholder engagement and marketing communications, including patient satisfaction and paid media, are still undervalued, which can make it more difficult for healthcare marketers to "connect the dots."</p> <p><img src="https://assets.econsultancy.com/images/0007/5068/hccforating.png" alt=""></p> <h3>3. Market structure</h3> <p>Healthcare is not a typical market. In the US, few consumers pay directly for care and drugs; instead, third parties like insurers pay the bills and control where, when and how consumers access the healthcare system.</p> <p>For marketers, this presents a number of challenges. One of the biggest: even if you can persuade a consumer that your hospital provides the highest quality of care or that your drug is the most effective, the consumer might not be able to access your product or service.</p> <p>So in many cases, healthcare marketers find themselves playing a game of triangulation involving consumers and care providers, like hospital systems and physicians.</p> <p>For obvious reasons, this makes developing an effective marketing strategy a more complicated proposition.</p> <h3>4. The trust gap</h3> <p>The healthcare industry, and pharma in particular, doesn't have the best reputation thanks in part to <a href="https://econsultancy.com/blog/67590-can-targeted-social-ads-help-pharma-overcome-drug-pricing-controversy">controversies over subjects like drug pricing</a>.</p> <p>That has created a trust gap in which consumers as well as physicians are less likely to trust ads and information that come from healthcare marketers.</p> <p><img src="https://assets.econsultancy.com/images/0006/8526/deloitte2.jpg" alt="" width="635" height="467"></p> <p>To rectify this, healthcare marketers <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">will need to become more adroit at storytelling</a>.</p> <p>Unfortunately, as Alexandra von Plato, group president of North America for Publicis Healthcare Communications Group, has observed, "We neglect the origin story. Instead we run these dumb ads," referring to the ubiquitous and oft-parodied television ads promoting prescription drugs.</p> <h3>5. Lawmakers</h3> <p style="font-weight: normal;">Those <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">"dumb ads" haven't made fans of physicians</a>, and the aforementioned drug pricing controversy has made pharma companies Enemy #1 for some lawmakers in the US.</p> <p style="font-weight: normal;">That could soon have a dramatic impact on healthcare marketers as lawmakers consider reigning in how healthcare marketers promote their wares to professionals and the public.</p> <p style="font-weight: normal;">Given how reliant pharma marketers in particular have become on television ads, and how underinvested they are in digital, greater restrictions on advertising could make life very difficult.</p> <h3>6. HIPAA</h3> <p>Consumer adoption of wearables is growing but healthcare marketers are struggling to take advantage of wearable opportunities.</p> <p><a href="https://econsultancy.com/blog/67074-is-the-healthcare-industry-prepared-for-wearables">There are a number of reasons for this</a>, but one might be HIPAA, the Health Insurance Portability and Accountability Act, which regulates the use of Protected Health Information (PHI).</p> <p>Healthcare organizations regulated by HIPAA <a href="http://www.healthcareitnews.com/news/are-wearables-violating-hipaa">must receive consent</a> from patients before their PHI is used for marketing purposes, and there are many grey areas, particularly as far as innovative technologies such as wearables are concerned.</p> <p>That means healthcare marketers realistically don't have the same flexibility as marketers in other industries that aren't subject to HIPAA.</p> <h3>7. Data</h3> <p>Out of necessity, healthcare organizations may be adept at dealing with issues related to data security.</p> <p>However, as a recent Econsultancy and Ogilvy CommonHealth report - <em><a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/">Organizing Healthcare Marketing in the Digital Age</a> -</em> discovered, a majority are unprepared to deal with emerging data sources or to collect high volumes of data at speed.</p> <p>Furthermore, a surprising large number of organizations (44%) aren't even prepared to use their CRM data in marketing campaigns.</p> <p><img src="https://assets.econsultancy.com/images/0006/7696/Screen_Shot_2015-10-05_at_18.50.56.png" alt=""></p> <p>Because effective collection and use of data is increasingly integral to successful digital marketing, healthcare marketers' capabilities around data will need to improve.</p> tag:www.econsultancy.com,2008:BlogPost/67840 2016-05-23T14:29:29+01:00 2016-05-23T14:29:29+01:00 Highly targeted online ads don't work: Stanford researchers Patricio Robles <p>Eilene Zimmerman <a href="http://www.gsb.stanford.edu/insights/pedro-gardete-real-price-cheap-talk">explains</a>...</p> <blockquote> <p>In this case, the researchers were looking at cheap talk in retail, for example, an ad promising 'Lowest Prices in Town'.</p> <p>That can be credible when it’s used to draw in appropriate customers; in this case, those who are price sensitive.</p> </blockquote> <p>At the same time...</p> <blockquote> <p>They found that the most personalized ads were less effective because consumers worried they were being exploited.</p> <p>For example, says [Stanford Graduate School of Business professor Pedro Gardete], someone looking for a prom dress 'might get an ad from a retailer saying, "We have a wide selection of prom dresses! Click on this link!" The consumer clicks, and it turns out the retailer has dresses for all occasions but not specifically proms,' says Gardete.</p> <p>Those kinds of ads frustrate consumers and eventually become meaningless to them.</p> </blockquote> <p>Based on this, Gardete suggests that businesses might adopt a "less is more" approach in which less information is collected, information collection is more transparent, and targeting is used more sparingly. </p> <h3>Theory versus reality</h3> <p>While there's no doubt that a growing number of consumers are concerned about their privacy and how marketers are using information to track and target them, given the continued level of interest and investment in targeting tech and targeted ad offerings, does the researchers' model actually reflect reality?</p> <p>Obviously, a hypothetical retailer falsely promoting that it has a wide selection of prom dresses when it doesn't isn't likely to see good results, <strong>but this isn't how most experienced digital marketers are operating.</strong></p> <p>Instead, <a href="https://econsultancy.com/blog/64099-what-is-retargeting-and-why-do-you-need-it/">retargeting</a> (and <a href="https://econsultancy.com/blog/10194-the-roi-of-personalisation-infographic">personalisation</a>) are widely seen to drive ROI in the real world.</p> <p>As an example, AdRoll, a performance marketing platform provider, detailed <a href="https://www.adroll.com/sites/default/files/resources/pdf/case-study/AdRoll%20Case%20Study%20-%20Chubbies.pdf">in a case study</a> (PDF) how one apparel retailer used retargeting to deliver a 10.5x average ROI, 13% conversion lift and 33% lower CPA than average for other apparel retailers.</p> <p><a href="https://econsultancy.com/blog/64980-put-your-email-list-to-work-facebook-custom-audiences">Facebook Custom and Lookalike Audiences</a> have delivered similarly impressive results.</p> <p>Crowdfunding platform Tilt <a href="https://www.facebook.com/business/success/tilt">doubled</a> its conversion rate using Custom Audiences, and lowered its mobile cost per install by 30% using Lookalike Audiences.</p> <p>And Hospitality giant MGM <a href="https://www.facebook.com/business/success/mgm-resorts-international">realized</a> a greater than 5x return on spend using Custom Audiences.</p> <p>Needless to say, any specific marketer's mileage will vary, but on the whole, marketers are becoming more and more adept at targeting consumers online and doing so to good effect. </p> <p>That doesn't mean that marketers should rely on targeted ads exclusively, and the Stanford research is a reminder that targeted ads need to deliver what they promise to consumers.</p> <p>But targeted ads are here to stay because they work well enough of the time, even if <a href="https://econsultancy.com/blog/67830-young-users-aren-t-fans-of-targeted-social-ads-report/">many consumers say they don't like them</a>.</p> tag:www.econsultancy.com,2008:Report/4093 2016-04-12T12:23:00+01:00 2016-04-12T12:23:00+01:00 People-Based Advertising in North America <h2>Overview</h2> <p>The <strong>People-Based Advertising</strong> report, produced in collaboration with <strong><a title="Signal" href="http://www.signal.co/">Signal</a></strong>, is based on a survey of more than 350 brand marketers and media buyers in <strong>North America</strong>. It explores the hypothesis that smarter, data-driven, people-based display advertising is an important alternative to the legacy model that is failing the online ecosystem.</p> <p>With the unpleasant realities of ad blocking, fraud and viewability concerns weighing on marketers' minds, this report explores whether smarter, data-driven, people-based display advertising is a viable important alternative to the legacy model that is failing the online ecosystem.</p> <h2>What you'll learn</h2> <ul> <li>What are the issues with display keeping advertisers up at night?</li> <li>How are companies managing the data governance issues created by the relative marketing dominance of brands such as Google, Facebook and Twitter?</li> <li>How important is the process of onboarding in the future that advertisers envision?</li> <li>Are consumers likely to be less compliant in the future about the use of their data in addressable media?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals based in North America, as well as those outside the region who want to understand how people-based advertising is evolving in these countries.</p> tag:www.econsultancy.com,2008:BlogPost/67731 2016-04-11T14:27:17+01:00 2016-04-11T14:27:17+01:00 Think affiliate marketing doesn’t work for luxury brands? Think again Chris Bishop <p>But no longer. Affiliate marketing has truly come of age.</p> <h3>Isn’t affiliate just voucher codes?</h3> <p>This is not just about voucher codes, cashback and last-click for advertisers, this is part of a holistic approach to digital advertising that promises real and sustained ROI for high-end brands.</p> <p><img src="https://openmerchantaccount.com/img2/whoaretheaffiliates.jpg" alt=""></p> <p>The modern managed affiliate programmes use sophisticated groups of content publishers, including mainstream “offline” publishing houses such as Condé Nast.  </p> <p>This is performance marketing through deep partnership, levered via tenancy, editorial, blogging, email and (yes) incentives like voucher codes or cashback. </p> <p>Partnerships with high volume and niche sites that can deliver the kind of primed-to-buy, long tailed traffic available nowhere else.</p> <h3>Are you at risk of losing control of your message?</h3> <p>No, but…</p> <p>For years affiliate networks and technology companies used the size and scale of the channel as a key selling point, promising brands access to tens of thousands of affiliates.  </p> <p>Given that they worked on tracking fees based upon revenue generated by activity, who can blame them? </p> <p>However, this wasn’t what luxury or designer retailers, already nervous about losing control of their brand’s messages, wanted to hear. </p> <p>Only now, with dedicated, digital agencies selling these solutions as part of a wider media strategy, are brands being given the whole picture.</p> <p>When properly managed, affiliate marketing allows brands to deliver relevant messages to highly-targeted customer segments.  </p> <p>But it’s the size and scale of the networks that makes this targeting possible in the first place.</p> <h3>But isn’t luxury all about exclusivity?  </h3> <p>Why would luxury brands want their valuable name bandied about on affiliate channels with everyone else’s?</p> <p><img src="https://openmerchantaccount.com/img2/chriscarcollection.jpg" alt=""></p> <p>Success in the digital age requires a change in mind-set for luxury brands as customers’ buying cycles accelerate and competition stiffens in every part of the market place.  </p> <p>No longer can scarcity be the strongest value in a luxury brand's armoury, as the array of choice and quality available elsewhere can fill any sales vacuum.  </p> <p>Instead, luxury today is defined by desirability, product excellence, exemplary service and, fundamentally, a brand promise.</p> <p>And affiliate channels are exactly where a brand’s promise, desirability, service and excellence are defined for its target audience.  </p> <p>They are key to the continued success of luxury brands in the digital age and are proven to send ready-to-convert customers direct to online stores.   </p> <h3>Luxury is talked about and bought online more than ever</h3> <p>Deloitte says that 58% of UK millennial luxury consumers buy their luxury goods online. What’s more, 85% of luxury consumers regularly use social media.</p> <p>According to Google one in five luxury purchases happens on the web.</p> <p>And participating in high profile online retail events like Black Friday and Cyber Monday clearly doesn’t dim the lustre of a luxury brand or cannibalize their full-price sales.</p> <p>In 2015 our client NET-A-PORTER saw Black Friday was its highest day for sales that year, with one item sold every second on its website. </p> <p>What’s more, offering deals and vouchering is not regarded as damaging to luxury brands’ reputation by consumers.  </p> <p>In fact, these luxury customers were four times more likely to be searching for deals on Black Friday 2015 than non-luxury customers (Experian).</p> <h3>Do affiliate tactics really deliver incremental sales to luxury brands?</h3> <p>Yes, they do.</p> <p>One of our retailers had always assumed cashback websites would only reach customers already on its files and has little effect on overall profit. We helped them prove otherwise.  </p> <p>A tactical trial conducted with Quidco for the brand found that 86% of consumers that bought their products via the publisher during the trial were “new to file” and their average order value was much higher than the norm.</p> <p><img src="https://openmerchantaccount.com/img2/shopstylesolacelondon.jpg" alt=""></p> <p>For another fashion retailer, working with affiliates achieved over 300 pieces of content coverage in a three-month period which, in turn, contributed to content websites driving 50%+ of the brand's affiliate revenue.</p> <p>Affiliate channels have proved, time and time again, to bring new customers and incremental sales to the table for every kind of brand, particularly those at the very top end of their sector.</p> <h3>Who else is using affiliates?</h3> <p>The roll call of brands that are using the affiliate channel as part of the marketing mix is impressive – Agent Provocateur, Barneys New York, Burberry, Liberty London, NET-A-PORTER to name a few.</p> <p>But if the affiliate channel was just about vouchers and cashback, they wouldn’t be using it.</p> <p>These brands know the value of curated conversation and content-led buzz to their brand; they are finding new and exciting ways to engage through affiliate marketing.  </p> <p>Crucially, they are realising that careful planning, targeted partnership and innovative execution ensures the biggest ROI alongside an extension of digital PR.</p> <h3>The lessons of affiliate marketing</h3> <ul> <li>Luxury affiliate marketing is happening... if you’re not doing it, you’re already losing out.</li> <li>Luxury consumers are savvy, switched on and impulsive – take advantage of that.</li> <li>Be led by the data and use experts to help you execute the highest quality campaigns.</li> <li>Choose who manages your affiliates carefully – your brand’s success will live or die by their experience both within wider digital marketing, the specific affiliate channel and naturally their knowledge of your brand / sector.</li> </ul> tag:www.econsultancy.com,2008:BlogPost/67680 2016-03-29T14:04:00+01:00 2016-03-29T14:04:00+01:00 Cross-device measurement: what to look for in a solution James Collins <h3>We have the technology</h3> <p>I am reminded of Steve Austin, the astronaut from the popular 1970s TV series, The Six Million Dollar Man. His team set out to “rebuild” him, using the latest technology to design the first bionic man.</p> <p>Similarly, the technology exists to connect user journeys across screens – desktop, mobile, tablet, connected TVs and others. Through a <a href="https://econsultancy.com/blog/67110-what-does-the-rollout-of-google-cross-device-conversions-mean-for-marketers">cross-device tracking</a> solution, we have the technology to fix broken user journeys and ultimately improve the conversation between brands and consumers.</p> <p><img src="https://assets.econsultancy.com/images/0007/3390/six.jpeg" alt="six million dollar man" width="225" height="225"></p> <h3>Shopping for a Solution</h3> <p>To truly understand consumer behavior, you need to identify the role different devices play in the customer journey. I have compiled a “buyer’s guide” of five things you should consider when choosing a cross-device measurement solution.</p> <p><strong>1. Look for any joins you already have</strong></p> <p>Most businesses are sitting on piles of first party data; the first step to understanding the customer journey is to look inwards and see what you already have.</p> <p>It is likely that you will have lots of chances to join data within your organisation. Your customer database is a great source and a natural place to start. The solution you choose should be able to integrate this data and build from there. </p> <p><strong>2. Look for ways to enhance the data </strong></p> <p>Work with your measurement provider to add to your current data set.</p> <p>Your solution should allow for importing any <a href="https://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data">first party data </a>where a user provides information that is consistent across devices, like an email address, customer ID or login. Of course, PII data (personally identifiable information) must be hashed and encrypted to safeguard users’ privacy at all times. </p> <p>Your provider should be able to create deterministic joins based on first party data collected and joined. Keep in mind, you are not going to get every match right – no data is 100% accurate.</p> <p>Even with deterministic first party data, there are circumstances that make the data less accurate, such as when multiple people use the same machine or when households share an email address.  </p> <p><strong>3. If you can’t find them, buy them</strong></p> <p>Your data can only get you so far. What about those who are visiting your site on their mobile or tablet for the first time, who you have yet to identify?</p> <p>Whether your provider buys the data or creates it themselves, this is where probabilistic joining comes in. Probabilistic identification involves ‘fingerprinting’ devices using a variety of attributes, such as number of cookies stored, device IDs, public data such as IP addresses and behavioural data (geographic location and movement of devices geographically across time).</p> <p>All of these factors are combined to connect disparate devices to the same user.</p> <p><img src="https://assets.econsultancy.com/images/0007/3391/print.jpg" alt="fingerprint" width="250" height="234"> </p> <p><strong>4. Use deterministic joins to increase confidence in probabilistic data </strong></p> <p>Probabilistic device joining is often very accurate, but since the process employs algorithms, analysis and probabilities to match devices there will always be a degree of inaccuracy. The ‘accurate’ deterministic data can be used to validate the joins made by the probabilistic approach.</p> <p>For example, take a user who’s identified themselves on two devices – has the probabilistic data also matched the same devices, or is it saying something completely different; then repeat this process as required. A cross-device solution provider should be able to provide the degree of accuracy for the data they have joined.  </p> <p><strong>5. Use the data to take action </strong></p> <p>Similar to painting a room, the hard work is done before you actually put fresh paint on the walls. It is in the prep, the patching and the priming that makes a newly painted room shine.</p> <p>Now that you have done the work to create the joins, you can look at all of your marketing performance and use the insights to enhance your marketing. </p> <h3>A smarter abandoned basket campaign</h3> <p>Cross-device data can be used to improve marketing effectiveness and efficiency in many ways. One example is when managing <a href="https://econsultancy.com/blog/67534-from-checkout-to-conversion-how-to-prevent-basket-abandonment">abandoned basket </a>campaigns – when a customer adds items to their online basket but does not place an order.</p> <p>A problem arises when customers are targeted with email reminders based on shopping cart abandonment on a single device. This strategy does not take into consideration real user behaviour – shopping and browsing on tablet or mobile, but making a purchase on desktop, or vice versa.</p> <p>Without a view across devices marketers are unable to see if people have actually converted, and ultimately this can result in a poor experience.   </p> <p>To be successful at targeting users who have left items in their online basket, you need a solution that captures and joins behaviour across all screens, enabling you to send relevant and timely emails to re-engage consumers. By using this insight, brands can make their emails more effective and ensure they don’t retarget customers with products they have already bought. </p> <h3>A Smart Solution for your Business</h3> <p>Marketers need to understand their customers’ cross-device journeys and through harnessing this information they can develop smarter marketing campaigns.</p> <p>When working with a cross-device solution provider, each business should strive to use their data in a pragmatic way, understanding the value that will be gained from creating this joined up view.</p> tag:www.econsultancy.com,2008:Report/4052 2016-03-22T09:49:00+00:00 2016-03-22T09:49:00+00:00 People-Based Advertising in Australia <h2>Overview</h2> <p>The <strong>People-Based Advertising</strong> report, produced in collaboration with <strong><a title="Signal" href="http://www.signal.co/">Signal</a></strong>, is based on a survey of more than 350 brand marketers and media buyers in <strong>Australia</strong>. It explores the hypothesis that smarter, data-driven, people-based display advertising is an important alternative to the legacy model that is failing the online ecosystem. </p> <p>With the unpleasant relalities of ad blocking, fraud and viewability concerns weighing on marketers' minds, this report explores the hypothesis that smarter, data-driven, people-based display advertising is an important alternative to the legacy model that is failing the online ecosystem.</p> <h2>What you'll learn</h2> <ul> <li>What are the issues with display keeping advertisers up at night?</li> <li>What premium are brands willing to pay for people-based advertising?</li> <li>How are companies managing the data governance issues created by the relative marketing dominance of brands such as Google, Facebook and Twitter?</li> <li>How important is the process of onboarding in the future that advertisers envision?</li> <li>Are consumers likely to be less compliant in the future about the use of their data in addressable media?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals based in Australia or North America, as well as those outside the region who want to understand how people-based advertising is evolving in these countries.</p> tag:www.econsultancy.com,2008:BlogPost/67574 2016-02-24T15:03:00+00:00 2016-02-24T15:03:00+00:00 Has Programmatic Advertising killed creativity in marketing? David Moth <p>And it’s also commonly criticised for relying too heavily on automation, thus removing the creative element from marketing campaigns.</p> <p>To see whether this is the case, we spoke to two seasoned digital experts, namely:</p> <ul> <li> <a href="https://www.linkedin.com/in/clare-deloford-4694b342">Clare Deloford</a>, Digital Development Associate Director at ‎Starcom MediaVest Group</li> <li> <a href="https://www.linkedin.com/in/janmikulin">Jan Mikulin</a>, Global Head of Digital Marketing at Grayling</li> </ul> <p>You can watch their answers below, or read a brief summary of what they had to say.</p> <p>And to learn more about programmatic advertising, come along to our <a href="https://econsultancy.com/events/creative-programmatic/">Creative Programmatic</a> event in London next week.</p> <p>These videos were created in partnership with <a href="https://wooshii.com/">Wooshii</a> and are the first in a series of interviews we’ve carried out with senior digital marketers from various agencies and brands.</p> <p>Now, on with the show...</p> <h3>People often accuse programmatic of killing creativity. Do you agree with this point of view?</h3> <p><iframe src="https://www.youtube.com/embed/7fEj3_hG5mc?wmode=transparent" width="615" height="346"></iframe></p> <p>Clare and Jan both strongly disagreed with the suggestion that programmatic kills creativity.</p> <p>According to Jan, it’s incumbent upon marketers to think about how the technology can enable them to be more creative.</p> <p>The technology has a momentum around it which in turn creates a need and a desire for more creativity.</p> <p>Clare said that the ability to run targeted, personalised ads actually encouraged greater creativity. </p> <h3>How do you think programmatic will impact the role of marketing professionals?</h3> <p><iframe src="https://www.youtube.com/embed/k93THhdXIIw?wmode=transparent" width="615" height="346"></iframe></p> <p>Clare said that programmatic has been quite difficult for marketers to understand, which creates fear and apprehension, however people now realise that it’s a very important technology.</p> <p>And by automating the buying process, marketers will have more time to invest in content creation and richer experiences which are really important for every brand.</p> <p>Jan suggested that programmatic has seen a similar cycle to other advancements in advertising and communications.</p> <p>There was initially a flurry to understand how it worked, then marketers gradually got to grips with it, now we're beginning to use it as a standard operating procedure, and that process will start again soon when a new marketing technology appears.</p> <h3>How has programmatic affected the relationship between agencies &amp; clients? Are there misgivings over transparency?</h3> <p><iframe src="https://www.youtube.com/embed/eyCkp5Kx6yo?wmode=transparent" width="615" height="346"></iframe></p> <p>Another major criticism of programmatic is that <a href="https://econsultancy.com/blog/65860-13-interesting-quotes-from-our-programmatic-marketing-panel/">the process isn’t transparent</a>, which can lead to mistrust between agencies and their clients.</p> <p>Jan said that things will only turn sour if the agency had a poor relationship with their clients in the first place and wasn’t being upfront and honest.</p> <p>However, he also referenced an IAB report which shows that only 45% of people who use programmatic in agencies actually understand the technology and the concept behind it.</p> <p>That lack of knowledge can potentially impact the entire industry in terms of trust and failure to generate ROI.</p> <p>Clare said that Starcom MediaVest tries to educate its clients to ensure everyone understands how the technology works.</p> <p>For example, it has an online tool where clients can run a dummy campaign and take a look “under the hood”.</p> <p>Marketers are more comfortable with programmatic once they see how it works.</p> <p><em>And finally, to learn more on this topic book yourself onto Econsultancy’s <a href="https://econsultancy.com/training/courses/programmatic/">Programmatic Training course</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/67439 2016-01-26T14:07:00+00:00 2016-01-26T14:07:00+00:00 How creative SEO can deliver big wins for luxury fashion retailers Chris Bishop <p>Neither were they desperately researching which colour would dominate this season and updating their collections accordingly.</p> <p>They were mostly trying to work out how not to break their necks on a Saturday night.</p> <p>But even more surprisingly, this term was searched for equally by men and women.</p> <h3>Why you need to understand search behaviour</h3> <p>Both these strange insights from Google underline one important message.</p> <p>If you want to understand and take advantage of the retail opportunities presented by search, you really have to understand what search is all about.</p> <p>Because, despite the odd quirks of search behaviour – or maybe because of them – there is vast branding and commercial potential here for fashion brands.</p> <p>And now, more than ever, luxury brands that are ignoring search are missing huge revenue opportunities that others are capitalising on.</p> <h3>But what’s the opportunity in search for luxury brands?</h3> <p>With 1 trillion Google searches in 2015, luxury customers are just as likely to Google as everyone else.</p> <p>And luxury customers were <strong>4.7 times more likely to Google ‘Black Friday’</strong> than the average.</p> <p>Add to this the fact that <strong>39% of luxury clothes bought on the internet last year were bought on impulse</strong>, search really <em>does</em> look like the place where the smartest luxury brands would want to be.</p> <p>At a fashion digital conference last week we presented with our client Net-A-Porter on luxury consumer search behaviour and it really demonstrates how crucial ecommerce is for luxury brand health in the years ahead:</p> <h3>Black Friday: what a difference a day makes</h3> <p>Luxury brands really can benefit from the retail ‘holidays’ which have established themselves in recent years.</p> <p>Black Friday and Cyber Monday 2015 marked the highest and second highest sales days on record for Net-A-Porter.</p> <ul> <li>The retailer sold one item every second.</li> <li>Of these, the most expensive item sold online was priced at <strong>$27,307.</strong> </li> <li>While a single Saint Laurent mini-dress was sold for <strong>$14,943.</strong> </li> </ul> <p>This is not loss-leading discounting reluctantly undertaken for fear of losing brand profile.</p> <p>This is a strategic opportunity to engage with high-net-worth individuals and galvanise profitable sales activity at specific points in the calendar.</p> <p>And search plays a crucial part in this.</p> <h3>And what a difference a change makes</h3> <p>Data from fashion brands is pointing to a shift from slow, curated purchasing patterns to fast decision making tipped by arresting content. </p> <p>Once luxury brands understand that price is no longer the key driver behind online luxury brand buying decisions, it becomes much clearer what search barriers are really in the way of increased sales.</p> <p>McKinsey released research demonstrating that returns (75%) and delivery policy (73%) were key factors influencing luxury buying decisions, especially interesting when considering only<strong> 48% were interested in price</strong>.  </p> <h3>Adjusting to a multi-device world</h3> <p>It’s a cliché, but luxury brand customers are cash rich and time poor – the question is how does this translate into search and buying behaviour online?</p> <p><img src="https://openmerchantaccount.com/img2/multidevice.png" alt=""></p> <p>In online luxury retail there is no such thing as a single customer journey anymore, these customers with their demanding lifestyles, constantly switch between devices that are ‘always on’.</p> <p>What’s more, they have the best devices (high spec, tablets, laptops, smartphones) and they expect the experiences they have on them to be equally high spec.</p> <p>Therefore, as one absolute takeaway - don’t ever think in devices (desktop, mobile), think only of the consumer journey.</p> <h3>The beautiful customer experience</h3> <p>Ecommerce is now a multi-device world and brands need to understand the importance of a ‘beautiful customer experience’, meaning a series of seamless, all-encompassing, cross-platform customer journeys that often begin with search and are highly mobile.</p> <p>Every year marketers have been told that this year is the year of mobile and <a href="https://econsultancy.com/blog/67397-ashley-friedlein-s-10-digital-marketing-ecommerce-trends-for-2016/">2016 will be no exception</a>.</p> <p>For luxury mobile is becoming increasingly important to keep up with the demands of the luxury consumer.</p> <p><img src="https://openmerchantaccount.com/img2/catwalkmobilephone.png" alt=""></p> <p>Often we hear about the increase in mobile penetration in a market – however when you consider the affluence of a luxury shopper that becomes even more important.</p> <p>McKinsey suggests that across the world <strong>95% of luxury shoppers have a smartphone</strong>, with <strong>100% penetration in some markets</strong>.</p> <p>Forrester research last year stated most luxury consumers expect retailers to have mobile optimised website or app - however in January 2016 only half do.</p> <p>Luxury customers are everywhere in terms of device and location, and mobile has become key to closing sales.</p> <ul> <li>41% of Net-A-Porter’s customer orders over Thanksgiving were on a mobile device.</li> <li>Nearly half (48%) of its sales in Japan were on mobile.</li> </ul> <p>Customers are not only visiting Net-A-Porter's sites on mobile, but buying items as well.</p> <p>As such there are opportunities to optimise search in specific ways, in specific locations and for specific groups that could make all the difference to traffic and sales.</p> <h3>Gender targeting through Google search</h3> <p>Gender targeting is one of these opportunities. Male luxury customers still often seem to be impulsive and impatient in their purchases as they tend to shop for gifts on mobile devices at the last minute. </p> <p>Males tend to spend more time examining search engine results pages (SERPS) and are <strong>5.4 times more likely than females</strong> to inspect lower ranked results.</p> <p>Therefore, a key opportunity to maximize conversion from search is by reassuring customers on the SERPS that the mobile checkout process will be simple and painless.</p> <h3>Location, location, location?</h3> <p>Location is also significant when selling to these customers, but not necessarily in the ways that you think.</p> <p>The average luxury customers takes <strong>16 trips a year</strong>. So, where these customers are searching is not necessarily where they live.</p> <p>This means brands need to be careful about the kind of delivery offers they’re making based on location.</p> <p>Don’t go offering free delivery in Tokyo when the customer lives in New York.</p> <p>Therefore, when a consumer adds location-based search queries we have to listen to the signal - dig deeper into data, don’t make assumptions and tailor to location.</p> <h3>Social &amp; content converts</h3> <p>Even if they’re not buying, your customers want to talk to you and about you.</p> <p>Working out when to sell to them and when to talk to them is part of the challenge of dealing with customer search.</p> <p>But in reality every search is an opportunity for engagement that may lead to a sale.</p> <p>In fashion it is even more important to have a focus on social, with two-thirds of the target audience generating content on a regular basis and <strong>15% doing that on a daily basis</strong>.</p> <p><img src="https://openmerchantaccount.com/img2/customerswantcontent.png" alt="" width="660" height="390"></p> <p>Social and content is presenting more and more chances to capture the imagination of potential customers and shortening the gap between catwalk and shopping basket.</p> <p>Fashion is throwing open the doors to the public with live streaming and interactive digital tools.</p> <p>Lining up your social, content and search is presenting more and more chances to share amazing content and arrest the attention of a customer base primed and willing to buy into your brand.</p> <h3>Rising to the challenge of search for luxury brands</h3> <p>“<em><strong>How to Walk In Heels</strong></em>” is not a comment on the mundanity of search.</p> <p>Instead it’s an imaginative challenge to agencies and marketers to interpret needs and wants in ways that are thrilling to customers.</p> <p>I hear there’s a trick to walking in heels, but once learned it looks elegant and effortless.</p> <p>Learning the secrets of luxury search is learning to create beautiful experiences, optimised customer journeys that seamlessly capture, build your brand and convert sales in new and exciting ways.</p> <p><em>For more on this topic, read:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66501-how-fashion-brands-are-setting-trends-in-digital/"><em>How fashion brands are setting trends in digital</em></a></li> <li><a href="https://econsultancy.com/blog/64543-20-beautiful-examples-of-web-design-from-high-fashion-brands/"><em>20 beautiful examples of web design from high fashion brands</em></a></li> <li><a href="https://econsultancy.com/reports/fashion-ecommerce-and-content-marketing/"><em>Fashion Ecommerce and Content Marketing Report</em></a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67366 2016-01-05T01:31:00+00:00 2016-01-05T01:31:00+00:00 Three display advertising issues to watch in 2016 Jeff Rajeck <p>With so much money at stake, it's not surprising that the industry has its share of issues.</p> <p>Persistent concerns about how ads are delivered, where they go, and how ad views are priced has made it difficult for marketers to know whether to keep investing.</p> <p>To summarize what's going on in the industry, here are three of the main issues which came up for digital display advertising in 2015 - and what you need to watch out for in 2016.</p> <h3>1. Ad blocking</h3> <h4>The issue in 2015</h4> <p>Ad blocking technology has been around for a long time and it has always been controversial. As early as 2010, Econsultancy was writing about <a href="https://econsultancy.com/blog/5531-is-ad-blocking-really-devastating-to-the-sites-you-love">how ad blocking was 'killing' site Ars Technica</a>. (Which has somehow miraciously survived!)</p> <p>But the issue came up again in September 2015 when Apple started to allow ad blockers into its App Store.  </p> <p>Suddenly publishers felt like a niche technology which threatened their business would be going mainstream.</p> <p>And this fear was heightened by a <a href="https://blog.pagefair.com/2015/ad-blocking-report/">report by PageFair and Adobe</a> which shows<strong> ad blocking software usage grew 41% year-on-year from Q2 2014 to Q2 2015.</strong></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0278/adblock1-blog-flyer.png" alt="" width="470" height="254"></p> <p>This meant that there were 198m users of ad blocking software which, according to the report, would lead to a $41.8bn loss in online ad revenue by 2016.</p> <p><img src="https://assets.econsultancy.com/images/0006/8173/adblock4.png" alt="" width="326" height="298"></p> <h4>What to watch for in 2016</h4> <p>According to a <a href="http://www.niemanlab.org/2015/12/the-mobile-ad-blocking-apocalypse-hasnt-arrived-at-least-not-yet/">report from Harvard University Neiman Journalism Lab</a>,<strong> the number of people using ad blocking on mobile is very low.</strong></p> <p>Actual numbers were not attributed to any publisher, but Nieman Lab said that most respondents said the share of mobile ads being blocked was around "1 or 2 percent."</p> <p>Hardly the mobile 'admageddon' predicted.</p> <p>Neiman Lab does go on to say, though, that desktop ad blocking is still an issue. 77m Europeans and 45m Americans use ad blocking software, according to the PageFair report.</p> <p>But, <strong>new technology is now available which allows publishers to hide content from those who block ads</strong>.</p> <p>And if enough publishers use this technology, this problem may be self-correcting and 2016 will not see anywhere near $41.8bn loss in revenue.</p> <h3>2. Ad viewability</h3> <h4>The issue in 2015</h4> <p>In August, the Media Rating Council updated its viewability guidelines:</p> <blockquote> <p>The current industry standard for a viewable display ad impression is a minimum of 50% of pixels in view for at least one second, and for a viewable digital video ad impression, a minimum of 50% of pixels must be in view for at least two continuous seconds.</p> </blockquote> <p>And the IAB has agreed with this definition. IAB CEO Randall Rothenberg said <a href="http://www.wsj.com/articles/iab-ceo-randall-rothenberg-on-ad-blocking-viewability-fraud-1442836801">in an interview in September</a> that the 'debate side [of viewability] is over now' and that it's up to the publishers to implement the standards.</p> <p>The end result of this standard will be a new measurement for buying ads, a 'viewable CPM' (vCPM) which allows advertisers to only buy ads which can be seen.  </p> <p>And, you can already buy vCPMs through Google Display network.</p> <h4>What to watch out for in 2016</h4> <p>But not everyone is happy with the MRC/IAB definition. <a href="https://www.clickz.com/2015/09/16/50-of-senior-digital-execs-believe-iab-mrc-online-ad-viewability-standards-are-inadequate">A survey of senior digital execs by ClickZ</a> in September said that <strong>only about a third of respondents believe that the MRC recommendation is sufficient.</strong></p> <p>Also, <a href="http://adwords.blogspot.ca/2015/09/Enhancing-the-google-display-network.html">Google announced that it is aiming for 100% viewable pixels</a> and advertisers do not have to pay for unviewable ads. And to make that point, Google has now changed all CPM campaigns to vCPMs.</p> <p>Facebook has also announced the intention <a href="https://www.facebook.com/business/news/100-in-view-impressions-and-moat-partnership">to only charge for 100% viewability</a> and will use a third party verification service, Moat, for video ads.</p> <p>But Econsultancy's Patricio Robles points out in a <a href="https://econsultancy.com/blog/67246-advertisers-willing-to-shift-spend-over-viewability-report/">recent post</a> on the topic that "advertisers should ultimately be basing their investment decisions on whether or not the media they're buying is moving the needle or not."</p> <p>That is, if you're segmenting your audiences and measuring properly on the back end, then viewability should not affect you very much.  </p> <p>If the ads aren't showing, you won't get the same results and you'll stop spending money on that platform, presumably.</p> <h3>3. Inappropriate ad placements</h3> <h4>The issue in 2015</h4> <p>And finally, inappropriate placements came up as an issue in 2015.</p> <p>When display ads are bought programmatically, they may end up in a very bad location due to placing by interest or keyword.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0281/picture1-blog-flyer.jpg" alt="" width="470" height="311"></p> <p>This also causes a problem for brands when publishers are not entirely ethical. Here is a Singtel ad appearing on a site which offers illegal streaming of sporting events.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0282/singtel-inappropriate-ads-blog-flyer.png" alt="" width="470" height="295"></p> <p>And it's not a small issue for brands.</p> <p>In a <a href="http://www.mumbrella.asia/2015/12/programmatic-rated-as-more-important-capability-than-creativity-for-agencies-in-the-future-finds-survey/">recent AppNexus survey</a> in APAC, the biggest challenge to using <a href="https://econsultancy.com/blog/65677-a-super-accessible-beginner-s-guide-to-programmatic-buying-and-rtb/">programmatic buying</a> more was 'the fear of adverts appearing on undesirable sites' and the third most important issue was 'lack of of transparency on where advertisements end up'.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/0284/programmatic-issues-blog-flyer.png" alt="" width="470" height="304"></p> <p><strong>What to watch out for in 2016</strong></p> <p>Pixalate, a data platform built specifically to bring transparancy to programmatic ad buying, created a <a href="http://www.pixalate.com/sellertrustindex/">ranking index</a> for the display ad sellers based on the quality of their inventory.</p> <p>That goes some way to helping big ad buyers know the quality of the sites on which they are showing ads, but still the only way to truly ensure ads don't appear in the wrong place is to manually blacklist the sites that marketers want to avoid.</p> <p>As Singtel told <a href="http://www.mumbrella.asia/2015/10/ads-for-singtel-pg-posb-and-toyota-found-on-unlicenced-streaming-websites-highlight-failing-of-automated-media-buying/">Mumbrella</a>: “As new sites are constantly introduced, we regularly update our exclusion list to ensure that we only run advertising on relevant and appropriate websites.</p> <p>"We are reviewing the process to ensure that advertising only appears on suitable sites.”</p> <h3>So...</h3> <p>Display advertising is still a huge opportunity for marketers to raise awareness of products and services in 2016. </p> <p>It does have its issues, but it seems that ad blocking, viewability, and even publisher quality are at least being taken seriously now.</p> <p>How these issues affect brands, however, can always best be determined by the results.  </p> <p>Even in 2016, nothing will beat high-quality back-end analytics for determining return on ad spend.</p> tag:www.econsultancy.com,2008:BlogPost/67351 2015-12-21T14:04:00+00:00 2015-12-21T14:04:00+00:00 Top SEO tips for your international financial services websites Emily Mace <p>Templates can be an effective way to manage your website structure in multiple markets, but you do need to consider the international SEO implications.</p> <p>Read on to find out more, or for a full overview of this topic book yourself onto Econsultancy's <a href="https://econsultancy.com/training/courses/international-seo-ppc-digital-marketing/">SEO, PPC and Conversion: International Strategy Training</a>.</p> <h3>Disclaimers: visibility without impact</h3> <p>One of the most important things for many financial service websites is a disclaimer about financial product performance.</p> <p>Many financial service sites like to make these visible as the footer on all pages of their sites as it’s an important statement. However, from an SEO point of view this isn’t best use of either page real estate or of wording on pages.</p> <p><img src="https://assets.econsultancy.com/images/0007/0218/financial_services_disclaimer.png" alt="" width="650"> </p> <p>If your site design has gone down the route of having pages which rely on image based cards to draw people into content on the site, this can skew how the search engines see the content on your pages.</p> <p>For example, having six promotional cards on the homepage and no text except the footer means that the only text the search engines can see on your page is the disclaimer. </p> <p>A solution to this is to include a link on the footer to these important messages about regulatory compliance and privacy policies.</p> <h3>Navigating your links</h3> <p>Another common factor within the financial services industry is the need to have websites targeted at different markets.</p> <p>There's a lot of difference between the needs of a financial adviser and those of a private investor, so it’s common to have a different website for each set of needs.</p> <p>If you then add in that you may have two or three websites for each local market in which you are working, this can create a large number of links to different sites, different URLs and different languages.</p> <p>Handling these correctly will help to improve the performance of your website internationally.</p> <p>However, handling these incorrectly can lead to your <a href="https://econsultancy.com/training/courses/seo-backlink-masterclass/">backlink profile</a> becoming skewed by a high percentage of links from websites within your organisation.</p> <p>Providing a language drop down box is the accepted way of allowing visitors to move between the language variations on your site, and with sub-options you can use this to make sure that your users are not only able to find the right site for their location but also their needs.</p> <p>When creating these links it is worth considering the implementation of ‘<a href="https://econsultancy.com/blog/63955-what-are-nofollow-tags-and-when-should-they-be-used-in-seo/">NoFollow' attributes</a>.</p> <h3>Don’t duplicate  </h3> <p>As mentioned above it is likely that you have different websites for different types of investors and financial professionals.</p> <p>However, the investment and financial products you offer are unlikely to be that different from one investor type to another. This creates an issue in terms of how you serve content to these investors without creating masses of <a href="https://econsultancy.com/blog/66981-two-examples-of-how-google-penalised-resellers-for-duplicate-content/">duplicate content</a>.  </p> <p>There’s no right answer here but it’s likely that a portion of the content will have to be different to communicate to the different investor types you are targeting with each site, this will identify the content as individual and will assist with your SEO ranking.</p> <p><em>For more on this, read Econsultancy’s post on <a href="https://econsultancy.com/blog/65463-how-duplicate-content-is-damaging-rbs-and-natwest-s-seo/">how duplicate content is damaging RBS and Natwest's SEO</a>.</em> </p> <h3>English is not universal</h3> <p>It might be tempting to think that as English tends to be used as the business language around the world it’s okay to launch your website into different markets in English.</p> <p>However, if you consider that people are looking to invest with you and this necessitates a level of trust and confidence in your brand, it is definitely worth localising your content into the language of the market you targeting.</p> <p>Firstly, this contributes to the user experience but, secondly, from an SEO point of view you will likely catch more local searches by using a local language than if you only have content in English.</p> <h3>What’s in a domain name?  </h3> <p>There are three choices here, a country level domain (ccTLD), a .com domain with sub folders and a .com domain with sub domains.</p> <p>A country level code will automatically associate with the country of that code, for example, .de is a site for Germany and .se is a site for Sweden.</p> <p>This will result in lots of domains being needed but can have a positive impact on search results and from a user point of view creates a domain which looks like it’s specifically for them.</p> <p>If you are marketing in Russia and China this can often be better for the search engines in these countries (Yandex and <a href="https://econsultancy.com/reports/baidu-search-best-practice-guide/">Baidu</a>).</p> <p><em>Burberry's .de German site</em></p> <p><img src="https://assets.econsultancy.com/images/0007/0222/Screen_Shot_2015-12-21_at_12.20.58.png" alt="" width="700"></p> <p>As previously mentioned, when using this approach you will need to be careful with links to other sites in your company so that you don’t end up with lots of links from your group becoming a large percentage of your backlink profile.</p> <p>A .com domain (or other top level domains like .org) can be associated with any country and if you have sub folders on here such as yoursite.com/de/ you can target these to your chosen market.</p> <p>This aligns all of your content to the main domain and can allow for some SEO benefits, as work done on your main domain will benefit all of the sub folders.  </p> <p>A subdomain such as de.yoursite.com is also associated with your main domain name although the SEO benefits are slightly reduced compared to the sub folder approach discussed above.  </p> <p>There are pros and cons of all of the different approaches here, so the solution you choose should be right for your business and technical set up.</p> <h3>Hreflang tags: reaching the right audience wherever they are</h3> <p>'<a href="https://support.google.com/webmasters/answer/189077?hl=en">Hreflang</a>' tags are a great way of letting the search engines understand which version of the site is for which market as you can target both languages and countries in these codes.  </p> <p>These tags are especially useful if you are new to a particular market, as it is likely that your original main website might outperform the new site in the search engines.</p> <p><iframe src="https://www.youtube.com/embed/8ce9jv91beQ?wmode=transparent" width="615" height="346"></iframe></p> <p>Hreflang tags are also useful for letting the search engines know that localised content on your sites is not actually a duplicate content issue but instead content which is targeted to a specific market.</p> <p>For example, if you have a funds page in German which appears on three websites, one for Germany, one for Austria and one for Switzerland, this tag will help you to explain the different targeting to the search engines.</p> <p>It will also help to ensure that Google serves the right version of the content to each of these countries in the search results, so that your Swiss visitors don’t end up on the Austrian site.</p> <h3>Google search console</h3> <p>Finally, make sure you set up each version of your site in Google Search Console and you have geo-targeted these correctly so that you reach your correct audiences.</p> <p>If you are taking your global website template into international markets make sure that you keep the SEO of your sites in mind and avoid falling into any of the pitfalls mentioned here.</p>