Archive for October, 2014
Mistakes Can Tank Your Marketing Campaigns: Some Ways to Avoid This
Good marketing reaches your target audience and turns them into lifelong loyal customers. Poor marketing can have the exact opposite effect. In fact, easily prevented mistakes can tank your marketing campaigns. When this happens, the results can be catastrophic. The worse thing that can happen is when a disastrous mistake takes potential customers and creating life-long detractors who will bad-mouth your company and who will never buy your product.
Marketing is all about attention. But, like a child may try to get attention in the wrong way, companies can do that too. Here are some of the common mistakes that turn marketing campaigns into a disaster.
Booooring. This is the big one, especially when it comes to digital marketing. The Internet and mobile devices are all about stimulation and engagement. If your content is dull and repetitive, your customers are going to go find a company that cares enough to try harder.
Inconsistencies. Get your game plan together before you start pumping out content. If your blog is supposed to update twice a week but, in reality, sometimes it does and other times you go a month between posts, you’ll lose readers and credibility. People love predictability and consistency from the companies that they trust.
Overselling. If all of your content is a hard sell approach, consumers will lose interest. There has to be some useful content that is just for them to enjoy. Let them glance at the banner on the side of the page out of appreciation. Save a CTA for the very end of your content, and don’t feel the need to always have it sales related. You may do something as simple as asking your readers to comment on what you wrote or share an experience that relates to the subject.
Missing Out on Social Networking. This is what most people are doing on their mobile devices. A digital marketing strategy has to span various social media sites. Granted, some companies have made big mistakes on social media. However, when done right it can be a huge boon to business.
Mistakes can tank your marketing campaigns but care and attention to detail can prevent this from happening.
|No comments||This entry was posted by EIC Social Media Team on October 30, 2014 at 4:30 pm, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Global Pay Per Click: Some Considerations
The Google Pigeon update has really swung things in favor of local businesses, but that doesn’t mean you have to avoid taking on a global pay per click campaign. It just means there are some extra considerations. Let’s look at a few things you need to do before you start spending money on worldwide search ads.
First of all, you need to do the same homework you would on domestic soil but in the other countries that you are targeting. Identify the demographics you are trying to reach and learn everything that you can about their online behavior. Be sure to consider everything from language spoken (your PPC won’t do any good if you put it out there in the wrong dialect) to local culture.
Also, keep in mind the Pigeon update. You may not have a local store, but you can still advertise that you sell in the local area. Geo-tag your ad correctly to get more visibility in the location that you are targeting.
Have a goal in mind and check key performance indicators regularly. This will ensure that your efforts (and money) aren’t being wasted. As always, stick with what has been effective, but be prepared to tweak campaigns that are found wanting in ROI. For example, a campaign that has always worked well might not be working, simply because of a cultural reason you were not aware of.
Finally, be sure to hire a translator if no one on the team speaks the language that you are targeting. Google translate is great when you are on vacation, but it’s not a business tool. Don’t rely on it to translate your ad in a way that will resonate with a native speaker. Also, be sure that the language used is appropriate for the targeted area. Spanish is very different in Mexico and Spain. Even within Central America there are major variations.
Before you start paying for ads in other countries, do your due diligence so that the campaigns are successful the first time. Global pay per click sounds good, but there are a lot of minefields to traverse.
|No comments||This entry was posted by EIC Social Media Team on October 23, 2014 at 4:30 pm, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Lesson From Car Manufacturers: The Value of Data
The car manufacturing industry is wrought with heavy competition. It’s a huge moneymaking industry, and data is an important resource the industry uses to drive sales. But data alone doesn’t always convert directly into sales. It’s about how you use it. Let’s take a lesson from car manufacturers.
The sales pipeline in regards to a car buyer is usually fairly long. The buyer may realize that he or she will eventually need a car. This, in turn, can lead to months of advance planning, which includes both saving and shopping. Will the purchase be a new car or will the buyer(s) try to find a used one to meet their needs? Which make, model, and options are most appealing? By using data that shows where a consumer is in their particular decision making process, automakers can then use the most effective incentives to draw a customer in.
The main difficulty for most car manufacturing companies is receiving a lot of cookie cutter data from third parties. It is up to the car manufacturer, then, to turn the data into useful information. For example, there are many sites where consumers can compare vehicles. This is commonly the first stop for potential buyers. What types of cars are they comparing? Are they looking for new or used cars? Does the third party information differentiate this information? Do they provide other vital facts such as geographic location?
Obviously, you can’t wait until someone waltzes into a car dealership to begin grooming them for a sale. Car manufacturers need to confront buyers at each step of the process. The seeds are planted when someone is comparison shopping. Then, once the shopper appears ready to buy, the campaign needs to be scaled up (perhaps a personalized incentive delivered via mail or email).
A little bit of data goes a long way, so don’t get muddled down in too much. As our lesson from car manufacturers show, learn to approach customers on a one-by-one basis. This is ultimately the best way to get a sale.
|No comments||This entry was posted by EIC Social Media Team on October 16, 2014 at 4:30 pm, and is filed under Sales. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Fraud In The Digital Advertising World: It Affects the Entire Industry
Fraud in the digital advertising world is abundant and is bringing in millions for people who are running bots and fake websites. However, the problem does not simply lie in the fact that millions of dollars are being ripped off. Here are some of the effects that fraud is having on the digital ad industry.
Here are two ways that fraud drives up costs. First, legitimate companies charge extra to provide guarantees that the ads are actually being seen and are converting. Second, the sheer amount of bogus online ad space means that there is actually nowhere near as much online ad space as we once thought. The laws of supply and demand also work online. A shortage will quickly drive up the price, so we can reasonably expect revelations of fraud schemes to ultimately drive supply and demand concerns.
Loss of demand for digital ad space, however, could also become a very real concern. If this happens it would place the burden on legitimate sellers instead of on buyers. After all, no one is scamming TV ad spots by running them in a 1 by 1 pixel in the corner of the screen while a different ad plays. Companies who are burned or aware of these schemes may simply move their funds back into old standbys that provide a better ROI.
Clearly, the industry is having reputation problems. When an industry makes it easy for scammers to con millions of advertising dollars from legitimate businesses, there is no way that it won’t suffer the wrath of the angry corporate world. If 4 out of 10 clicks don’t do anything for the business that paid for them, which is the reality, there’s no way to put a positive spin on the industry’s ability to protect clients.
While fraud in the digital advertising world seems to be here to stay, careful practices can help your company to avoiding getting scammed. In reality, every party involved needs to make conscious efforts to steer clear of scams.
|No comments||This entry was posted by EIC Social Media Team on October 9, 2014 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Ad Industry Fraud Is Big Business: Why?
Ad industry fraud is big business. Some estimates claim that half of all online traffic is actually bots. That would mean that nearly $6 billion in online advertising each year gets flushed down the drain with no benefit to the advertising brand. Where did things go wrong?
Fake websites and bots abound, making it possible for just about any site to supply the KPI they need in order to attract advertisers. Of course, when KPIs are inflated, advertising doesn’t provide the anticipated revenue or return on investment (ROI). The problem is that the entire business of ad marketing has design flaws that make it easy to con buyers and sellers alike out of funds.
The key to avoiding ad fraud is to know the methods being used. Here are a few to watch for.
A Pixel Scam is when an ad is placed into a 1 by 1 pixel location. Clicks still go through, but no one ever sees the ad. It’s just set to register when someone clicks on a different pic, banner, or video.
Cookie Stuffing is a method fraudsters have developed to make shoppers appear to have come through a certain site, even though the customer found the retail site in another manner. As a result, the commission goes to the wrong company.
Pay-to-Click often uses real people who are paid to click on ads that trigger cost to an advertiser. Since the humans are usually very poor, they are happy to click links all day long for next to nothing. Of course, the scammers collect a much greater sum on the clicks, which will never result in any conversions.
Those are just a few examples of how bot operators, owners of fraud websites, and other con artists make money from online ad fraud. Clearly, ad industry fraud is big business, partly because technology has moved so fast.
|No comments||This entry was posted by EIC Social Media Team on October 2, 2014 at 4:30 pm, and is filed under Legal. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|