Tips on PPC, SEO & Social Commerce: SAScon 2016 PushON Roundup (Day 2)
Here’s a brief rundown of the highlights of SAScon day 2.
Th day kicked off with a panel discussion from Martin Bryant of Tech North, Tom Cheesewright from Book of the Future and James Murray from Microsoft about what the future holds for online marketing. Inevitably, the discussion became dominated by the battle between advertisers and adblockers.
The key takeaways were:
Bryant: ad blocking and mistrust of advertising are the biggest challengers to marketers in the next 5–10 years
Cheesewright: Reducing friction improves conversion. Ads are friction, and that’s why advertisers need to either make their ads far less intrusive or succumb to more advanced adblocking and find other ways of pushing their offerings.
Murray: We’ve reached a point where people’s home IT is more advanced than the equipment they have to put up with at work. When you look at the history of computing, that’s a really important point because we can make expectations of home consumers’ technology that we could not even five years ago to deliver advertising.
All agreed that the online publishers that rely on advertising for their own survival don’t press the point that it’s the advertising that supports the medium, and that without any return from ads, businesses will stop using online and the sites will die. Consumers have become used to getting everything from news to entertainment for free, and a generation is growing up that has never bought a newspaper. Unless this disconnect is addressed, it’s hard to see how good quality content can continue in the absence of paywalls and subscriptions fees.
This was a very interesting presentation from Kristal Ireland, Head of Planning and Insight at twentysix. She says he millennial target audience has been stereotyped and deemed as being a lazy, selfish group of people who are constantly on their smart devices talking to their friends sat next them, but is this a realistic observation? Are marketers being lazy in how they reach out and communicate to the younger audience? Are they missing out something crucial that could turn their marketing campaign around? If you were to summarise the millennials, is the below (taken from the SAScon projector screen) photo accurate?
She told marketers to stop being lazy when it comes to targeting audiences and categorising people – the younger generation aren’t lazy tech-addicts, and most importantly, they are all individuals. Marketers shouldn’t be categorising large groups at the best of times, but particularly when the impression that have is so inaccurate.
Do you agree with the argument that it’s marketers who are are being lazy in how they target the millennials? The argument presented was the urgent need to find the truth behind data and find specific segments within the millennials instead of branding them as an entire group because it’s too broad. The millennials are here and now, and are vital in how we create campaigns and reach out to them. Brands need to start talking to customers as a real person, human to human; we need to be more sincere in how we communicate.
Takeaway: 70% of customers take into consideration ethics and values before making a purchase.
Creative Campaigns – Verve Search
Lisa Myers discussed brands being sincere in their campaigns and to contact relevant bodies before creating the campaign for their input and feedback. This can help build relationships as well as turning campaigns into something more magical and even award-winning. Collaborating with other brands who can help outreach the campaign and encouraging more exposure can make it more successful and take it to the next level.
The example they used was the Google Maps virtual tour of a historical building – the original campaign idea had to be changed because of the collaboration and interest they got, and it became something much bigger than they expected, but also award-winning.
Remember, data and emotions are your friends.
Determining the Appropriate Channel to promote your content
It’s all about the customer experience from being exposed to the product/service and how their journey evolves into the purchasing decision.
The content that you use has to be relevant to the customer, otherwise what is the point? If it’s relevant, call to actions are more likely to be achieved.
Passive stage: educating your customer who are already exposed to the marketing content but aren’t actively responding to it. Once the passive customer has successfully been exposed to the right content through the trigger stage, they will become an active customer ready to make a purchase.
Selling online is a four-stage process:
During the active stage, the customer is actively searching for a product or service that your brand represents. 53% of consumers already have a pre-deposition of the brand before even reaching the active stage, but that is where the majority of marketing spend goes. Should we be targeting the passive consumers more?
The content we market needs to have a specific purpose – the style of creativity has to fit. It’s important not to follow the herd; you need to stand out from the crowd and do something different.
Inter Channel Planning looks at the who, what, when, why, where and how of your products and customers. It’s a simple model, but it works when it comes to planning a successful content marketing campaign.