tag:econsultancy.com,2008:/topics/search-marketing Latest Search Marketing content from Econsultancy 2016-04-29T16:16:16+01:00 tag:econsultancy.com,2008:BlogPost/67740 2016-04-29T16:16:16+01:00 2016-04-29T16:16:16+01:00 Five things Western brands should know about China's digital landscape Jeff Rajeck <p>The reason for this is that China's commerce and cultural norms are vastly different from those in the West.  </p> <p>Brands that have successfully launched in multiple Western countries may think they know what they are doing when launching in China. It's just another country, right?</p> <p>Unfortunately not. For many reasons, China is unique. Because of these quirks, entering its market requires special attention from Western brands to stand a chance of being successful.</p> <p>To help brand marketers start to think about how to enter China, Econsultancy is publishing quarterly China reports to cover the digital players, trends, and insights about the country.</p> <p>Below are a few key points from our first report, <a href="https://econsultancy.com/reports/the-china-digital-report-q1-2016">The China Digital Report, Q1 2016</a>.</p> <h3>China has the largest single-country presence on the internet</h3> <p>It is well-known that China has the largest population of any country on earth, but what may not be so obvious is that <strong>China now has the largest population on the internet.</strong></p> <p>According to Internet Live Stats, China now has over 720m internet users which is more than 20% of the global total.</p> <p>The nearest competing country is India which, with 462m users, has less than two-thirds of the Chinese internet population.  </p> <p>In third place is the US which now makes up less than 10% of internet users, globally.</p> <p><img src="https://assets.econsultancy.com/images/0007/3897/China_US_global_internet.PNG" alt="" width="764" height="470"></p> <p>China's lead in internet population size is significant as we can now expect digital innovations, especially regarding scale, to originate in China and flow westwards.  </p> <p>This is happening already, to some extent, with WeChat (see below).</p> <h3>China's online population is still growing</h3> <p>Another thing to keep in mind when considering China's presence on the internet is that <strong>only around 50% of the Chinese population is online</strong>.  </p> <p>That is, there are a lot of people in the country who are not yet 'digital' at all.</p> <p>Compare this with the US and other Western nations who achieved that level in the early 2000s and seem to be peaking at around 85-90% penetration.</p> <p>In other words, <strong>China's influence on the internet is on the rise and the Western domination of the internet may be coming to an end.</strong></p> <p><strong><img src="https://assets.econsultancy.com/images/0007/3908/chinese_internet_population.PNG" alt="" width="915" height="504"></strong></p> <p>This is important for brand marketers to note because as more Chinese come online, <strong>the Chinese market will only rise in importance and sophistication</strong>.</p> <p>Western firms, therefore, need to acknowledge that China's digital economy is now on par with the West and, in some cases, may even be ahead.</p> <p>It's prudent, then, for brands to become familiar with how Chinese firms operate in their own market now to prepare for the future.</p> <h3>WeChat is the runaway success story</h3> <p>Many Western sites are blocked by the Great Firewall of China (see our <a href="https://econsultancy.com/blog/67702-digital-in-china-10-things-you-might-not-know">previous China post</a> for details) which means that China has its own version of many digital services.</p> <p>One service in particular, the social network WeChat, has been more successful than all of the others.  </p> <p>WeChat has enjoyed growth rates of around 50% year-over-year in 2014 and 2015 after blistering triple-digit year-over-year growth in 2012 and 2013.</p> <p><img src="https://assets.econsultancy.com/images/0007/3898/wechat_mau_2015.PNG" alt="" width="792" height="467"></p> <p>One reason for this growth is that WeChat continuously innovates its core product, offering new ways for users to integrate the app into their daily lives.</p> <p><img src="https://assets.econsultancy.com/images/0007/3904/things_to_do_on_wechat.PNG" alt="" width="574" height="389"></p> <p>Though it isn't the largest social network in China (QQ has more monthly active users)<strong> WeChat is the fastest-growing social network and the most dominant, culturally.</strong></p> <p>In brief, if your brand is interested in breaking into China, start by <a href="https://econsultancy.com/blog/65279-how-and-why-western-brands-are-experimenting-with-wechat/">researching what you can do on WeChat</a>.</p> <p><strong><img src="https://assets.econsultancy.com/images/0007/3903/wechat.jpg" alt="" width="740" height="540"></strong></p> <h3>Baidu is the 800-pound gorilla of search and more</h3> <p>When reviewing the relative size of search engines in China by visitors, it seems that China has multiple, competing search engines each with significant market share.</p> <p> <img src="https://assets.econsultancy.com/images/0007/3900/china_search_engine_market_share_1.PNG" alt="" width="573" height="436"></p> <p>But when search engines are measured by revenue, a very different picture emerges.</p> <p> <img src="https://assets.econsultancy.com/images/0007/3901/china_search_engine_market_share_by_revenue.PNG" alt="" width="584" height="448"></p> <p>Clealy <strong>Baidu is the search leader in China with more than six times the market share of its largest competitor</strong>, Google China.</p> <p>Another thing to note is that Baidu has an even greater cultural presence in China than Google does in the West.</p> <p>Besides search and other services like maps also offered by Google, <strong>Baidu also operates China's most popular encyclopedia, an ecommerce platform, a gaming platform, and even a food delivery service.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/3902/Picture1.jpg" alt="" width="450" height="368"></p> <p>According to Andrew Ng, Baidu's chief scientist in Silicon Valley, these additional services exist because, unlike in the West, other companies had not built them.  </p> <p>He states in a <a href="http://fusion.net/story/54528/why-we-should-stop-calling-baidu-the-google-of-china/">recent interview</a>:</p> <blockquote> <p>In the US, we search for a movie ticket and Google or Bing could send you to Fandango and off you go. In China, that website we could send you to, it doesn’t exist. We [Baidu] have to build it ourselves. </p> </blockquote> <p>So for brands who are looking to launch services in China, be sure to check that the market isn't already served by Baidu or another Chinese heavyweight company.</p> <h3>Google and China... it's complicated</h3> <p>Google has a complicated and interesting history with China. Until 2010, Google China was one of the most popular sites in China and had a 29% market share, according to research firm Analysys International. </p> <p>Following a disagreement with the Chinese government about censoring search results in 2010, though, Google effectively pulled out of China.</p> <p>What happened next is slightly confusing. Google relocated to Hong Kong (which, yes, is still China) and has 79% search market share there, <a href="http://gs.statcounter.com/#desktop+mobile+tablet-search_engine-HK-monthly-201408-201508">according to StatCounter</a>.</p> <p>This is possible because Hong Kong effectively has a different government than the one in mainland China.</p> <p><img src="https://assets.econsultancy.com/images/0007/3905/google.cn.PNG" alt="" width="620" height="333"></p> <p>Google.cn, as per the image above, redirects all users to Google.com.hk.  </p> <p>Reports indicate that Google search results are not being censored in Hong Kong and that Google China still has significant revenue from Hong Kong, though still far short of what it was six years ago.</p> <p>To add to this confusing story, it seems that <strong>Google will re-enter mainland China in 2016.</strong></p> <p>The company will only offer the Google app store, Google Play, and will not link to its international Google Play site.</p> <p>Instead, the company aims to consolidate the hundreds of independent Android app stores that have proliferated since it left nearly six years ago.</p> <h3>So...</h3> <p>China offers many benefits for brands who are able to crack the market, but doing so is proving to be quite difficult for many Western companies.</p> <p>To get started, it helps to know that the internet has now reached critical mass in China, that different companies dominate search and social there, and that there are other quirks which are not obvious from a Western perspective.</p> <p>Econsultancy subscribers can read more about China in <a href="https://econsultancy.com/reports/the-china-digital-report-q1-2016">The China Digital Report, Q1 2016</a> and look forward to quarterly updates later this year.</p> tag:econsultancy.com,2008:BlogPost/67783 2016-04-26T10:05:32+01:00 2016-04-26T10:05:32+01:00 Five key findings for marketers from Ofcom's media report Ben Davis <h3>51% of searchers can't spot a paid listing</h3> <p style="font-weight: normal;">One of the most notable findings from the report was picked up by a variety of news outlets, including the FT.</p> <p style="font-weight: normal;">Half of search engine users (51%) were unable to correctly identify <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">adverts or sponsored links</a> in search engine results.</p> <p style="font-weight: normal;">The overall understanding of organic search results was mixed, with some respondents trusting Google implicitly.</p> <ul> <li>18% of searchers think that if a website has been listed it must be accurate and unbiased.</li> <li>12% say they have not thought about it.</li> <li>8% say they do not know.</li> </ul> <p style="font-weight: normal;">Perhaps surprisingly, it was respondents from the 25-34 age group that were most likely to give an incorrect response to this question.</p> <h3>Website and app usage has become less diverse</h3> <p>One in five (21%) internet users say they used lots of websites or apps that they haven’t used before in 2015. This was down four percentage points since 2014.</p> <p>Most weeks, internet users are now more likely (than 2014) to only use websites or apps that they have used before (42% in 2015, 31% in 2014).</p> <p>If apps like Facebook are pushing out other sources and becoming 'intermediaries', as the report puts it, discoverability mechanisms become more important.</p> <p><img src="https://assets.econsultancy.com/images/0007/4277/Screen_Shot_2016-04-25_at_13.06.11.png" alt="app usage" width="615"></p> <h3>There's no stopping video</h3> <p>78% of users have ever watched a short video clip online, up from 73% in 2014.</p> <p>There's a big increase in those watching weekly, from 39% in 2014 to 48% in 2015.</p> <p>This revolution is mobile, too, with video clips most commonly watched on a smartphone, particularly among younger adults. </p> <p><img src="https://assets.econsultancy.com/images/0007/4279/Screen_Shot_2016-04-25_at_13.59.55.png" alt="video" width="615"> </p> <h3>The majority favour laptop/PC for ecommerce</h3> <p>The propotion of internet users shopping online on a weekly basis is up from 25% in 2013 and 2014 to 30% in 2015.</p> <p>However, ecommerce lags behind other activities when it comes to mobile.</p> <p>37% of internet users preferred online shopping via a laptop and 18% on PC (55% combined), with less a quarter (24%) preferring a smartphone.</p> <p>This, despite many retailers <a href="https://econsultancy.com/blog/66543-50-fascinating-stats-about-mobile-commerce-in-the-uk-2015/">seeing more mobile traffic</a>, shows users perhaps don't like the UX of converting on smartphone.</p> <p><img src="https://assets.econsultancy.com/images/0007/4280/Screen_Shot_2016-04-25_at_13.59.02.png" alt="device for ecommerce" width="615"></p> <h3>Proportion of internet users on PC/laptop down to 2010 levels</h3> <p>The chart below illustrates the shift from 'computers' to smartphone and tablet for accessing the internet.</p> <p>In 2015, 71% had used a computer to get online, this was down from 81% in 2014 (and was only just above the 69% in 2010).</p> <p>When Ofcom looked further into this question, there showed a considerable rise (from 6% in 2014 to 16% in 2015) in the proportion of adults who <strong>only</strong> use smartphones or tablets to go online.</p> <p>These mobile-only users were more likely to be young or in DE households (semi-skilled &amp; unskilled manual occupations, unemployed and lowest grade occupations).</p> <p>The report highlights implications for usability, as smartphones may hamper or preclude certain activities e.g. word processing.</p> <p><img src="https://assets.econsultancy.com/images/0007/4276/Screen_Shot_2016-04-25_at_13.05.19.png" alt="devices used to go online" width="615"></p> <h3>Is media diversification a polarising force?</h3> <p>Ending on a pertinent note, I'll quote the report.</p> <blockquote> <p>There is increasing polarity between different age groups in terms of communications activity.</p> <p>Whereas 25 years ago, all age groups shared just two common means of communication – landlines and letters – the landscape is now considerably more varied, and there is a risk that common means of communication that cut across demographics are becoming increasingly rare, with implications for social connectivity and information-sharing.</p> </blockquote> <p><a href="https://econsultancy.com/reports/internet-statistics-compendium/"><em>For more stats, see Econsultancy's Internet Statistics Compendium.</em></a></p> tag:econsultancy.com,2008:BlogPost/67774 2016-04-25T10:24:00+01:00 2016-04-25T10:24:00+01:00 Seven ways to humanise your brand through content marketing Anna Francis <p>Behind every brand is a human being that is passionate about the industry they work in and is driven by their area of expertise.</p> <p>But how do we make the human side of a brand come across? Being authentic in your content marketing efforts is key.</p> <p>If your audience doesn’t feel like they are talking to and engaging with a real human being, they will likely lose any connection they have with your brand and start to look elsewhere for a brand they can relate to.</p> <p>If your social media accounts look robotic, and the content you post becomes repetitive, you will start to lose your fans and followers and may even drive customers away.</p> <p><a href="https://econsultancy.com/training/courses/digital-content-strategy/">Content marketing</a> provides the perfect way to humanise your brand, so here are a few ways to get you started:</p> <h3>1. Use buyer personas</h3> <p>A humanised approach to content marketing means focusing on the behaviours, goals, and needs of your target audience first and foremost.</p> <p>Content marketing that is solely focused on sales and conversions takes any human connection away, resulting in corporate-based processes and communication.</p> <p>You need to know who your audience is in order to create content that meets their goals and needs.</p> <p><a href="https://yougov.co.uk/profileslite#/" target="_blank">YouGov’s Profiler</a> and Google Analytics are great places to discover more about your audience.</p> <p>For more on this, read:</p> <ul> <li><a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">Are your audience personas really helping to inform your content strategy?</a></li> </ul> <h3>2. Write for people, not bots</h3> <p>The easiest way to humanise your brand is to talk to your audience whenever you get the chance.</p> <p>Remember that you are writing for people, not search engines, and while optimising your content for search is important, you don’t want to detract from your brand’s personality with keyword stuffing, misleading headlines, and bland topics.</p> <p><img src="https://assets.econsultancy.com/images/0007/4229/robot.jpg" alt="" width="760" height="632"></p> <p>Make sure your readers’ interests and requirements are always at the front of your mind when you publish content.</p> <p>You are writing for another human and therefore their experience of your content and site is important.</p> <p>You want them to see your content as helpful and informative, and come back to your site time and time again, with the end goal of a conversion.</p> <h3>3. Tell a story</h3> <p>With so many forms of communication available online, it’s important for brands to tell a meaningful story through a clearly thought-out content marketing strategy.</p> <p>What started out in TV and print adverts has now evolved online to include a wealth of social media marketing, with brands focusing on the people who use their products, rather than simply the products themselves.</p> <p>Dove has a really good example of this with its ‘Real Beauty’ sketches video.</p> <p><iframe src="https://www.youtube.com/embed/XpaOjMXyJGk?wmode=transparent" width="615" height="346"></iframe></p> <p>Using blog posts, pictures, videos and live engagement, brands can tell a story and show their human side through the content that they produce.</p> <p>The stories that are the most successful are those that generate emotion and social engagement and help the audience to feel closer and more connected to the brand.</p> <h3>4. Keep up Your Engagement</h3> <p>Many brands see social media as a platform on which they can promote their products and services to a relevant audience.</p> <p>While this can be a good place for self-promotion, it’s best to keep the 80/20 rule in mind and try not to drive followers away with constant promotional noise.</p> <p><img src="https://assets.econsultancy.com/images/0007/4228/80_20.jpg" alt="" width="240" height="177"></p> <p>Social media should be used to build relationships with your target audience, and the easiest way to do that is to show them your brand’s human side by connecting with them in a real, meaningful way.</p> <p>Different customers will engage with your brand through different social media channels, so it is important to remain consistent with how and when you interact with your audience.</p> <h3>5. Think like a journalist</h3> <p>The best thing about content marketing is that it allows thought-leaders within different industries to demonstrate their expertise by communicating directly with readers.</p> <p>This gives the reader more value than a traditional news outlet, as content comes from a more authoritative source and is therefore more likely to provide detailed insight into a specific area or topic.</p> <p>By writing about current trends and news that relate to your brand, you are automatically encouraging natural engagement from a large audience and presenting yourself as a personable, knowledgeable business that people can turn to for advice.</p> <h3>6. Create experiences</h3> <p>It’s good to provide your audience with information that is of use to them, but it’s even better to entertain your audience, connect with them, and keep them coming back for more.</p> <p>Use videos and pictures to keep them up to date and share funny, serious, and interesting moments with them as they happen.</p> <p>By creating an experience around your brand, you are showing your customers that you want to involve them in your business and increasing your brand awareness.</p> <p>By using the human aspects of your brand and showing your humorous/emotional/personable side, you are drawing in your audience and providing them with entertaining or interactive content.</p> <p>This encourages them to connect with the people behind the business, not just the external face of the brand.</p> <p>For inspiration, check out these posts:</p> <ul> <li><a href="https://econsultancy.com/blog/66793-19-tasty-examples-of-content-marketing-from-the-fast-food-industry/">19 tasty examples of content marketing from the fast food industry</a></li> <li><a href="https://econsultancy.com/blog/65518-six-examples-of-interesting-content-from-boring-businesses/">Six examples of interesting content from ‘boring’ businesses</a></li> <li><a href="https://econsultancy.com/blog/66620-10-inspiring-content-marketing-examples-from-charities/">10 inspiring content marketing examples from charities</a></li> </ul> <h3>7. Listen &amp; respond</h3> <p>One of the best things about online marketing is that your audience has a platform on which they can comment, reply to, and share your content.</p> <p>It’s one thing to listen to what they have to say, and a whole other ball game to actually show you have listened by responding to them with an action.</p> <p>When you take what someone has said on board, you gain their trust and respect, and, most importantly, build brand loyalty.</p> <p>You could be responding to them by answering questions as quickly as possible or fully reacting to customer feedback by introducing a new loyalty scheme.</p> <p>Just the fact that you have taken on board what your customers have said to you on a human level will make them like you, stay with you, and tell all their friends and family about you.</p> <h3>In conclusion...</h3> <p>In a busy world of digital marketing, you need to stand out from your competitors, and shouting the loudest isn’t always the best way to do that.</p> <p>It’s not about what you say, it’s about how you say it and who’s listening.</p> <p>Think about who your audience is and talk to them as you would a friend.</p> <p>A little can go a long way when it comes to human interaction and regular engagement – just keep your tone and content consistent, and try to be reactive online.</p> tag:econsultancy.com,2008:BlogPost/67760 2016-04-20T11:32:57+01:00 2016-04-20T11:32:57+01:00 Search ads found to lift in-store sales: report Patricio Robles <p>As <a href="http://adage.com/article/cmo-strategy/chobani-yahoo-search-ads-lift-sales/303569/">reported by</a> AdAge, consumers who saw ads for Greek yogurt brand Chobani when searching for yogurt-related terms spent 9% more on Chobani than consumers who didn't see the company's ads.</p> <p>AdAge's Jessica Wohl explained that the test, which occurred in 2015:</p> <blockquote> <p>...could essentially match households from their use of the Yahoo search engine through to actual grocery store checkouts, going well beyond just tracking if someone clicked on an ad.</p> </blockquote> <p>According to Yahoo and NCS, the test methodology allowed for the search ad sales lift to be accurately tracked without interference from other factors, such as external marketing campaigns Chobani was running at the time.</p> <p>Perhaps most interestingly, Chobani found that purchases increased the more consumers were exposed to its search ads, and "once the campaign ended there was a dropoff."</p> <p>This suggests that, not surprisingly, a sustained search marketing campaign might be necessary to realize continued sales lift.</p> <h3>Advances in attribution</h3> <p><a href="https://econsultancy.com/blog/65459-what-is-marketing-attribution-and-why-do-you-need-it">Attribution</a> has been a hot topic for several years. For many brands, establishing a <a href="https://econsultancy.com/blog/10288-companies-struggling-to-perform-attribution-and-online-offline-measurement">connection between online ads and offline activity</a> is a real challenge.</p> <p>There are a <a href="https://econsultancy.com/blog/67038-11-ways-to-track-online-to-offline-conversions-and-vice-versa">number of techniques</a> that are commonly used, but many companies aren't <a href="https://econsultancy.com/blog/66354-customer-journey-tracking-joining-up-digital-and-offline-touchpoints">joining up digital and offline touchpoints</a>.  </p> <p>For CPG brands like Chobani, attribution is especially difficult, but the testing conducted by Yahoo and NCS demonstrates that it can be done.</p> <p>The pair say that they have performed eight to 10 similar tests and while they aren't able to reveal the details of those tests at the current time, the results are similarly impressive.</p> <p>According to Francine Faiella, the senior director of client consulting for NCS:</p> <blockquote> <p>Now that we've got a handful of measurements under our belt, we're starting to see some trends, and it's becoming clear that search advertising can be very effective.</p> </blockquote> <h3>The connection to viewability</h3> <p>Of course, the idea that exposure to search ads could benefit brands even when consumers don't click on them probably won't surprise marketers, many of whom for some time have recognized the importance of <a href="https://econsultancy.com/blog/67334-disproving-the-myth-about-display-clicks-conversions/">view-through conversions</a> in the display ad market.</p> <p>But as these effects are better quantified, it could influence how and where marketers spend money.</p> <p>While there is debate around <a href="https://econsultancy.com/blog/67632-why-chasing-after-100-viewability-makes-no-sense-for-advertisers">the importance of viewability</a> as a KPI, it's clear that ads will have limited impact if they can't be properly seen.</p> <p>And if search ads, which are less susceptible to viewability concerns than their display cousins, become established as potent drivers of view-through conversions, it could make search marketing strategy even more important to brands.</p> tag:econsultancy.com,2008:Report/4092 2016-04-18T14:00:00+01:00 2016-04-18T14:00:00+01:00 Marketing Budgets 2016 <h2>Overview</h2> <p>The <strong>Marketing Budgets 2016 Report</strong>, published by Econsultancy in association with <a href="https://cloud.oracle.com/marketing-cloud" target="_self">Oracle Marketing Cloud</a>, is a bellwether for the health of the marketing industry.</p> <p>It looks at the extent to which companies are increasing their budgets across a range of channels and technologies, comparing online and offline budgets while also looking at the balance between acquisition and retention marketing.</p> <p>The report compares spending trends – and ability to measure ROI – across different 'traditional' and digital channels. </p> <p>Almost 500 companies participated in this research, which took the form of an online survey during January and February 2016.</p> <h2>What you'll learn from this research </h2> <p>The report reveals marketers’ priorities for the next 12 months, while exploring the extent to which companies are committed to investing in marketing, the channels they are focusing their investment on, and the challenges they face in improving their capabilities in this area.</p> <p>As a result of collecting data and insight on the state of marketing budgets since 2010, the report allows you the opportunity to understand the results in the context of marketing budgets dating back to 2010 and any trends that have emerged.</p> <p><strong>Key findings from the report </strong></p> <ul> <li>Attitudes towards marketing budgets dip, as realities of the boardroom kick in</li> <li>Customer experience and measurability drive marketing technology spend</li> <li>Culture is stifling innovation... and the budget</li> </ul> <h2>Features of the report </h2> <p>This 54-page report looks in detail at how companies are allocating their online and offline marketing budgets in 2016. It explores the following areas:</p> <ul> <li>Marketing budget plans for 2016</li> <li>The CX impact</li> <li>Is the culture of ROI stifling innovation?</li> </ul> <h2>Who should read this report?</h2> <p>The report is essential reading for both in-house marketers and agency professionals around the world, as well as those who want to understand how marketing budgets and investment is evolving within the digital and traditional marketing fields.</p> tag:econsultancy.com,2008:BlogPost/67695 2016-04-01T15:26:00+01:00 2016-04-01T15:26:00+01:00 New data reveals impact of Google’s right-hand ad changes Patricio Robles <p><a href="http://searchengineland.com/googles-right-side-adpocalypse-really-happened-data-245011">According to</a> Larry Kim, founder and CTO of WordStream, there certainly hasn't been an "Adpocalypse."</p> <p>He looked at data for more than 2,000 of his company's clients before and after Google's change and found that:</p> <ul> <li>Impressions are down.</li> <li>CTRs are up.</li> <li>Total clicks are steady.</li> <li>Overall CPCs have actually dipped.</li> </ul> <p>Interestingly, Kim found that the third ad spot in the desktop layout, and not the fourth, has seen the biggest increase in CTR.</p> <p>And while the decrease in impressions for ads in the eighth position and lower is significant, the impact is quite modest because these ads only made up a fraction of a percent of all desktop impressions in the first place.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3487/desktop-impressions-share-with-logo-800x479-blog-flyer.png" alt="" width="470" height="281"></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/3486/share-of-all-desktop-ad-impressions-with-logo-800x520-blog-flyer.png" alt="" width="470" height="306"></p> <h3>Even losers win</h3> <p>Based on the large sample size of WordStream's cross-industry data, it's clear that on the whole, Google's changes have not produced many negative effects, and may even be beneficial in some cases.</p> <p>But surely there must be losers?</p> <p>It took some digging, but Kim identified a financial services advertiser that previously had an average position of 8.6 on desktop.</p> <p>"After the new SERP rolled out, they got killed, losing 80% of their desktop impressions," he explained. "But here’s where it gets interesting. Their CTR more than doubled."</p> <p>All told, the advertiser lost 15% of its desktop traffic and is paying $0.16 more per click, but its average position jumped to 4.3, so as Kim sees it, the advertiser now has more valuable real estate.</p> <p>Kim concluded...</p> <blockquote> <p>The fact that an advertiser with an average position of 8.6 didn’t get wiped out - especially considering Google eliminated ad positions 8–11 from its SERPs - is of major significance.</p> <p>What does it mean? Well, it leads me to believe that Google is sharing the impressions a little bit, as opposed to using a “winner takes all” approach.</p> </blockquote> <h3>Unexpected benefits</h3> <p>Others seem to have benefited unexpectedly from Google's changes.</p> <p>For example, there was concern that charities who rely on Google’s Ad Grants programme <a href="https://econsultancy.com/blog/67634-how-charities-are-suffering-since-google-removed-right-hand-ppc-ads">could be hit hard</a>, but according to Christopher Whalen, a Search and Analytics Consultant at Torchbox, that hasn't been the case.</p> <p>In <a href="https://econsultancy.com/blog/67634-how-charities-are-suffering-since-google-removed-right-hand-ppc-ads#blog_comment_981541">a comment</a> on Econsultancy, he revealed some of his own data...</p> <blockquote> <p>I've analysed data from 25 Google Ad Grants since the changes came into effect on 18 February 2016, comparing three weeks before and after the loss of side ads. Since the change, clicks have gone up 5%, clickthrough rate has improved, cost per click is 3% lower and average ad position jumped from 2.4 to 1.9.</p> <p>I agree that volume below the top ad positions has decreased but this is more than compensated for by the increased volume and exposure in the top positions.</p> <p>Before the change, 57% of Google Ad Grants ad impressions were in the top positions; now this has increased to 68% - so charities are actually getting more, not less, exposure.</p> </blockquote> <p>Obviously, results vary and it's likely that some advertisers will be forced to adjust their strategies as a result of Google's changes, but so far, it looks like advertisers worried about skyrocketing CPCs and drastically reduced clicks across the board can breathe a sigh of relief.</p> tag:econsultancy.com,2008:Report/4082 2016-04-01T13:07:00+01:00 2016-04-01T13:07:00+01:00 The China Digital Report, Q1 2016 <p>The opening-up of China, with its growing middle-class population, increased westernisation, and greater communication with the outside world, has resulted in a rapid expansion in internet penetration. Indeed, <strong>China now accounts for around a fifth of the global internet population</strong>, with the single largest national online presence.</p> <p>Unlike western countries, however, this growth has been fuelled by ownership of smartphones rather than desktop computers. This heavily influences the way in which consumers in China access the web for surfing, social networking and, of course, shopping.</p> <p><strong>China’s new digital economy</strong> has opened opportunities for western brands looking to target consumers in what is far from a homogenous market. However, the digital ecosystem in China differs substantially from that of western countries. With this in mind, it makes sense to look at the major internet players in China as well the user experience.</p> <p>This, and subsequent <strong>China Quarterly Updates,</strong> will do just that. We also analyse and learn from the real-life experiences and outcomes of companies who have recently launched their brands in China.</p> tag:econsultancy.com,2008:BlogPost/67594 2016-03-23T00:06:00+00:00 2016-03-23T00:06:00+00:00 Digital marketing in Singapore: 101 Jeff Rajeck <p><em>Bucking global trends, the South-East Asian economy has been growing steadily over the past few years.</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2495/growth-blog-flyer.png" alt="" width="470" height="246"></p> <h3>Demographics</h3> <p>Singapore has a <strong>total population of 5.26m people</strong>, which include approximately 2m people born elsewhere (called expatriates or expats).</p> <p>Unemployment in the country is very low, around 2%, and <strong>the top 25% of earners make more than $100,000 US dollar equivalent per year</strong>.</p> <p>English is the most-widely spoken language in the country and people here are very familiar with Western brands and media. The national sport, some might argue, is English football.</p> <p>So if you're looking for a demographic with buying power and a knowledge of Western culture, Singapore is the place to start.</p> <p>But where can you find them online?</p> <h3>Internet population</h3> <p>The percentage of people in Singapore who are online is among the highest in the world. Over eight in 10 (81%) are on the internet and this number grew by 10% between 2013 and 2014.</p> <p>Also, <strong>Singapore enjoys one of the fastest broadband speeds in the world</strong>. A government-assisted rollout of fibre island-wide is responsible for this rise to the top of the speed charts.</p> <p>According to Akamai Technologies, the content delivery network, Singapore has the fastest peak speeds in the world at 94.8 megabits per second (Mb/s). For average speed, it ranks 10th at 12.5 Mb/s and very few netizens (13%) in Singapore surf at speeds below 4MB/s</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2496/myrepublic-broadband-blog-flyer.jpg" alt="" width="470" height="210"></p> <h3>Mobile internet</h3> <p>4G mobile internet coverage is also among the best in the world. Over 99% of the island has LTE coverage at the street level and mobile users experience average speeds of 38Mb/s (also, apparently, <a href="http://digital.asiaone.com/digital/news/starhub-has-worlds-fastest-4g-lte-network">the world's fastest</a>)</p> <p>Indoor coverage is still in progress, though many foreigners find it surprising that <strong>4G works in tunnels and underground trains.</strong></p> <p>Because of this ubiquitous high-quality <a href="https://econsultancy.com/blog/67595-key-stats-from-facebook-s-state-of-connectivity-report/">internet connectivity</a>, scenes of people starting at their phones is as common, if not more, than elsewhere.</p> <p>So, for those interested in reaching consumers here, a mobile strategy is key.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2497/mobil-blog-flyer.png" alt="" width="470" height="307"></p> <h3>Search</h3> <p>Google is used by at least 90% of people in Singapore, with Yahoo being used by most of the remainder.</p> <p>And according to WordStream, <a href="http://www.wordstream.com/blog/ws/2015/07/06/average-cost-per-click">pay-per-click costs are 58% lower than those in the US</a> on average.</p> <h3>Social media</h3> <p>Facebook is the go-to social network in Singapore, as with most countries,. </p> <p>According to Facebook's<a href="https://www.facebook.com/ads/audience_insights"> Audience Insight Tool</a>, there are<strong> 3.5m monthly active users (MAUs) on Facebook in Singapore.</strong> In a <a href="https://www.facebook.com/business/news/mothers-day-sg-2015">separate blog post</a>, Facebook reiterates this number and adds that there are 2.4m people in the country on Facebook every day.</p> <p>I have previously<a href="https://econsultancy.com/blog/67423-how-to-avoid-bad-marketing-statistics-asia-case-study/"> analyzed their MAU figure</a> and find it a bit high but there is no denying that Facebook dominates the social media landscape.</p> <p>Elsewhere, <a href="https://ads.twitter.com">Twitter for Business </a>indicates that there are <strong>between 350k - 550k English-speaking tweeters</strong> and hardly any Chinese-speaking.</p> <p>LinkedIn claims that there are <strong>1.8m LinkedIn members in Singapore</strong>, which is also probably a bit high as it would be over 50% of the total workforce (3 million) and more than the total of all professionals, managers, executives, and technicians. Still, it is quite common for people to use LinkedIn regularly to network and search for jobs.</p> <p>Other social networks are clearly popular as well, <strong>especially Instagram</strong>, but as figures are based on surveys and estimations, they have to be taken with a grain of salt.</p> <p>As for messaging apps, WhatsApp is certainly more popular than Facebook Messenger or WeChat in Singapore so <strong>being on WhatsApp is pretty much required.</strong></p> <h3>Influencers</h3> <p>Like most countries nowadays, Singapore has its share of local influencers who can help launch a brand, or at the very least give it a boost.</p> <p>Beauty and lifestyle bloggers such as <a href="http://xiaxue.blogspot.sg/">Xiaxue </a>and food bloggers such as <a href="http://ieatishootipost.sg/">ieatishootipost </a>are very well-known throughout Singapore and have sophisticated sites with a loyal following.</p> <p><a href="https://econsultancy.com/reports/the-rise-of-influencers">Hiring influencers has become quite an industry </a>here already, though, and so any brands looking to enter the market would be wise to use one of the agencies, such as Gushcloud or Nuffnag.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2498/banner-blog-flyer.png" alt="" width="470" height="211"></p> <h3>Ecommerce</h3> <p>Ecommerce had a slow start in Singapore, possibly because it is so well-served by existing shopping centres and the fact that offline shopping is a national past-time.</p> <p>Still, in 2015 <a href="http://www.specommerce.com.s3.amazonaws.com/dl/fs/141211_fs_singapore_factsheet.pdf">Singaporeans spent $3.5bn online</a>, according to Singapore Post, a rise of over 25% year-over-year.</p> <p>And, according to Euromonitor, <strong>Singapore and Malaysia are responsible for almost half of the total online retail sales in South-East Asia.</strong></p> <p>Ecommerce sites in Singapore, though, are quite different. Amazon does not have a local site for the country, although they do offer some free shipping deals to Singapore.</p> <p>Instead, companies like Redmart (groceries), Reebonz (luxury), Lazada (electronics), and Zalora (fashion) fill the gap as well as the slightly chaotic local merchant site, Qoo10.</p> <p>Western companies also set up their own sites in Singapore as well. SingPost's new ecommerce company, SP Commerce, manages such solutions for Adidas, Muji, and Calvin Klein.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2499/qoo10-blog-flyer.png" alt="" width="470" height="262"></p> <h3>So where to start?</h3> <p>Marketers who speak English and are familiar with using Facebook and Google for promotion will find it quite easy to get started in Singapore. Locals will largely understand Western cultural references as most people here are familiar with Western media.</p> <p>What might be harder is turning attention into sales. Singaporeans have a strong local culture and many other digital players are already very well-established here.</p> <p>Speaking to a local agency would certainly help, as they can help align your brand with things which resonate with locals. Food, for example, is different in Singapore and very important culturally, so it can be worthwhile to focus research in this area (see image below).</p> <p>You will also see brands establish themselves in Singapore based on their existing marketing messaging, though, and at this crossroads of Asia and the West, that can certainly work as well.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2501/durian_mcflurry-blog-flyer.png" alt="" width="470" height="353"></p> <p><em>Further reading:</em></p> <p><a href="https://econsultancy.com/reports/state-of-email-and-marketing-automation-in-south-east-asia">The State of Email and Marketing Automation in South-East Asia</a></p> tag:econsultancy.com,2008:BlogPost/67653 2016-03-21T15:43:00+00:00 2016-03-21T15:43:00+00:00 Millennials open to pharma ads, but pharma not delivering on UX Patricio Robles <p>That's a significantly higher percentage than Gen X and Baby Boomers, only 36% and 26%, respectively, of whom said they'd be similarly motivated.</p> <p>What's more: when performing online research, millennials were twice as likely as their older siblings and parents to click on the first link in the SERPs, "demonstrating the <a href="https://econsultancy.com/blog/65439-five-highly-effective-search-marketing-campaigns-from-the-digitals/">effectiveness of paid search</a> with this generation." </p> <h3>User experience, trust crucial to digital success</h3> <p>While millennials appear to be more easily swayed through advertising, when it comes to the effectiveness of online resources, pharma companies are not well-positioned to capitalize because they're not delivering on user experience.</p> <p>According to Makovsky Health and Kelton, "consumers are increasingly leveraging online resources to both prepare for appointments and validate physician recommendations," and not surprisingly, user experience is correlated with usage.</p> <p>The most popular single resource, WebMD, was visited by 53% of survey respondents seeking health information online. It received the highest marks from consumers for ease-of-use despite lagging in trustworthiness.</p> <p><img src="https://assets.econsultancy.com/images/0007/3047/healthstudy.jpg" alt="" width="356" height="153"></p> <p>Meanwhile, online resources provided by advocacy groups received the highest marks for trustworthiness but were among the least used, perhaps because they were ranked lower for ease-of-use.</p> <p>Pharma websites were the least used. They received the second lowest ranking for trustworthiness and lagged WebMD by more than 20% in the ease-of-use category.</p> <h3>It doesn't have to be this way</h3> <p>With deep pockets and proprietary content, pharma companies should be in a position to deliver high-quality digital experiences that offer consumers real value.</p> <p>As Deloitte Consulting and the Gerson Lehrman Group noted last year when looking at <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">pharma's mobile and social efforts targeted at physicians</a>, pharma companies have clinical data and insights that few others have. While this content is obviously of great value to physician marketing, some of it can also be put to good use in developing experiences for consumers.</p> <p>Given that the pharma industry is spending $4.5bn a year on ads, a figure that has increased by 30% in the past two years, and appears to have a particularly receptive millennial audience, pharma companies are clearly missing out on the opportunity to play a larger role in the market for digital health information – an opportunity that would probably bolster the effectiveness of their heavy ad spending.</p> <p>This could be a costly mistake that only gets costlier if the American Medical Association (AMA) has its way and regulators <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">restrict or ban direct-to-consumer pharma ads</a>.</p> <p><em>For more on healthcare, read <a href="https://econsultancy.com/reports/organizing-marketing-in-the-digital-age">Organizing Marketing in the Digital Age (Healthcare)</a>.</em></p> tag:econsultancy.com,2008:BlogPost/67521 2016-02-15T14:24:00+00:00 2016-02-15T14:24:00+00:00 A day in the life of... Search Marketing Manager for Clarks Ben Davis <p>If you're looking for a new challenge in digital <a href="https://jobs.econsultancy.com/">our jobs board</a> lists hundreds of open positions, and you can benchmark your own digital knowledge using our <a href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>.</p> <p>Alternatively, if you already work in the digital industry and would like a Day In The Life profile, you can email us via press@econsultancy.com.</p> <p><img src="https://assets.econsultancy.com/images/0007/1810/sophie_moule.jpg" alt="sophie moule" width="300"></p> <h3><strong>Please describe your job, Sophie! What does a search marketing manager do?</strong></h3> <p>I am responsible for creating and delivering the search marketing strategy for Clarks.</p> <p>Ultimately this means ensuring we have good visibility for the Clarks brand in search engine results, using the most commercially efficient methods.</p> <p>We engage with an agency to help us deliver our PPC strategy, ensuring we deliver highly profitable campaigns. I run our SEO team in-house which is made up of a copywriter, an SEO executive and a search <a href="https://econsultancy.com/blog/67203-data-analysts-vs-data-scientists-what-s-the-difference">data analyst.</a> </p> <p>Additionally, my team and I analyse search insights and communicate these to the wider business.</p> <p>Through doing this, the business is now able to make decisions based on data, to determine seasonal product mixes and to ensure the timings and <a href="https://econsultancy.com/training/courses/digital-content-strategy/">content of marketing campaigns</a> are relevant to our customers.</p> <h3><strong>Whereabouts do you sit within the organisation? Who do you report to?</strong></h3> <p>I sit within the UK marketing team, in a sub team called ‘<a href="https://econsultancy.com/blog/66942-five-rewarding-performance-marketing-case-studies-from-brands">performance marketing</a>’ which includes all digital marketing channels. I report into the digital marketing manager.</p> <p><img src="https://assets.econsultancy.com/images/0007/1812/Screen_Shot_2016-02-12_at_10.06.01.png" alt="clarks website" width="615"></p> <h3><strong>What kind of skills do you need to be effective in your role?</strong></h3> <p>You need to be analytical, to review data and make well-informed decisions. </p> <p>You need to have the ability to be agile, to react to changes both within and outside of the business. We often need to change tack off the back of a Monday trade meeting or when new industry opportunities arise. </p> <p>Strong communication skills are also needed as we have to work with a number of teams. We need to have the ability to communicate to them effectively so that they understand the nature of our work, and the benefits of doing things a certain way.</p> <h3><strong>Tell us about a typical working day…</strong></h3> <p>It can be totally varied!</p> <p>Usually – get in, make a coffee and check the results from the previous day. Report anything notable back to the wider team.</p> <p>Catch up with the trading team to see if anything is changing on the website that will need to be reflected in our activity. Re-prioritise my team’s work if necessary. </p> <p>Catch up on emails and industry news. Check focus keyword rankings and advise site team if further optimisation needs to take place.</p> <p>Have calls with our agencies to catch up on current performance and longer term projects.</p> <p>Continue pulling search insight for global teams to feed into their plans.</p> <p>Go and speak to IT dev and try to make them improve our site some more!</p> <p><em>Step one</em></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/1813/coffee-blog-flyer.jpg" alt="coffee" width="300"></p> <h3><strong>What do you love about your job? What sucks?</strong></h3> <p>I love working in the digital team. We’re a relatively new area of the business, and one that is constantly evolving, so we really have the opportunity to be the experts.</p> <p>Senior managers who have worked in retail for decades often come to us asking for advice. It’s nice knowing that you are valuable to the future of a company. </p> <p>It’s also great working for such an established brand as we are exposed to cutting edge products and new Betas.</p> <p>I like having measurable results – it means that we can really see the impact that our improvements have made. Usually successes are down to the work of multiple people, so it’s great celebrating positive results as a team.</p> <p>On the flip side, particularly with SEO, your success can depend on a lot of people collaborating. So when this doesn’t all come together it can be frustrating. </p> <h3><strong>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?</strong></h3> <p>My main goal is to make all marketing activity more commercially efficient.  </p> <p>Historically PPC, Content, SEO, Social media, <a href="https://econsultancy.com/blog/63325-nine-ways-to-use-site-search-data-for-merchandising">site merchandising </a>etc. have been seen as mutually exclusive disciplines - they’re not. Each aid and give momentum to each other.</p> <p>Huge efficiencies can be made if you have the cohesion and collaboration between different marketing channels. You need the right strategy in place to achieve this, along with good tools that can aid this cohesion. </p> <p>In delivering this strategy, our key KPI is ROI, both at a channel level and looking holistically at all marketing activity.</p> <p>Looking at this figure helps us to make smart decisions as to when, where and how we invest marketing budget. If we work towards optimising this figure, we should be creating profit in the most efficient way.</p> <h3><strong>What are your favourite tools to help you to get the job done?</strong></h3> <ul> <li>Kenshoo: PPC bid management platform
.</li> <li>Pi Datametrics: Content performance and SEO platform. Its insights into keyword CPC and volume data also enable us to run an effective blended search strategy between PPC and SEO.</li> <li>Hitwise: Keyword research and competitor analysis tool. This enables us to pull key trends insights for the business, and benchmark ourselves in the footwear industry.
</li> <li>Coremetrics: Site analytics tool
.</li> <li>And of course, Google Webmaster Tools, Google Analytics, Google Trends etc.</li> </ul> <p><em>Pi Datametrics</em></p> <p><img src="https://assets.econsultancy.com/images/0006/3258/PI_Econ.png" alt="pi datametrics" width="615"> </p> <h3><strong>How did you get started in the digital industry, and where might you go from here?</strong></h3> <p>Although I've worked in marketing teams previously, my digital career really started at Clarks. I began in the email marketing team, then worked in the acquisition marketing team (responsible for display and affiliates), before moving into search. </p> <p>Ultimately I would like an all-encompassing strategic marketing role to utilise the knowledge I have gained from having hands-on experience with different channels.</p> <h3><strong>Which brands do you think are doing digital well?</strong></h3> <p>In terms of a great customer experience through the aid of digital: <strong>
Amazon and 
John Lewis</strong>. 
The ease and flexibility of order fulfilment from these two retailers rarely fails and if it does it is quickly rectified. </p> <p>From a digital marketing perspective:</p> <ul> <li>
</li> <li>Top Shop</li> <li>
Ted Baker</li> <li>
ASOS</li> </ul> <p>
All have done some very clever and engaging marketing campaigns both brand-led and involving user-generated content.</p> <p>It feels like they are testing new ideas and using of all the tools in their tool box. </p> <p><em>ASOS</em></p> <p><img src="https://assets.econsultancy.com/images/0007/0095/asos_border.gif" alt="asos" width="514" height="279"></p> <h3><strong>Do you have any advice for people who want to work in ecommerce?</strong></h3> <p>Try and obtain experience across multiple, varied roles in an ecommerce team. Make connections with people in other teams to gain a more in-depth knowledge of the whole business.</p> <p>Having an understanding of the full customer journey will be beneficial in the world of omni-channel.</p> <p>Being confident in your own ability is key to achieving better efficiencies across different disciplines. As a brand-side digital marketer I have to make sure that I can keep up with the specialists working for our agencies.</p> <p>This is important both to manage them effectively and it also means you can do more of the ‘fun stuff’ yourself. It’s more rewarding to get stuck into campaigns, rather than briefing in and administering external work. </p> <p>Be proactive and take it upon yourself to keep informed and up-to-date on the latest search trends and updates.</p> <p>There’s so much information out there with webinars, articles, social posts, courses and conferences. The more you know, the more successful you’ll be.</p> <p>With an industry that evolves as fast as search, it’s crucial to be engaged – I’ve found Twitter is an especially good platform for this. </p> <p>Don’t be afraid to let people know about your successes.</p> <p>In my experience, the more aware people are of your achievements, the more freedom and opportunity you’ll be given. Especially in legacy businesses, it’s important to do some positive PR for digital activity.</p>