It's not that often these days that we see tangible evidence that there are growth opportunities to drive prospect traffic, but here is one example of the way that digital marketing can easily extended to exploit an opportunity. A Turner Media survey earlier this month has indicated that there is a trend for increased spend on holidays by families in the Asia Pacific region. Most network display, affiliates and certainly paid search campaigns can provide reach into this region, on receipt of an IO. Tailor a landing page, and keep an eye on your analytics for bounce rates, and calibrate your investment vs return.......
I think David Moth, over at Econsultancy has made a valid challenge, regarding the Twitter mobile ad targeting he has been exposed to recently. I think what his analysis reinforces is that media planners need to stay in touch with their artistic sides, and not just blindly press the buttons on science. Linear logic plus real insight will always make the difference, and reduce the wastage/embarassment factor.
With the launch of Linked In's 'Follow Company' Button this week, and more follower ecosystem functionality in the pipeline, it does feel like the social media site has moved out of networking, careers territory which it undoubetdly owns, and into the brand marketing arena. There is definitely a gap there, where Facebook currently ends, and something else needed to start, so I am going to sign up, and see how AMEX and similar brands start to flex the opportunity.
The roll-out on Google search to reference data from Google +, to personalise a users search results, appears to be driven by a desire to 'out Facebook, Facebook' by Google. Its not looking like such a smart move at the moment, but time and user reaction will tell. See David Moth's, Econsultancy, wrap up of the algorithm updates and his view of the implications.
Some useful benchmarks for QR code consumer uptake from Econsultancy - one to monitor and test, where it makes sense on a target audience/lifestyle fix.
BARB are reporting that the growth in online TV viewing i.e. via a PC, laptop or tablet, has slowed, from 15% during a period this November compared to the same period last year. The word to note, of course, is 'growth' as 14% growth is still a significant lifestyle change, that media planners needs to take into account. From my point of view, I need to factor in, the consideration that circa 15% of my TV audience are most probably going to surf the web whilst the ad breaks are on, as the ability to do email, facebook and general web browsing is going to be higher when you are watching from this kind of device. Also, I need to carefully consider the call to action and the expectation for an online destination from he TV ad. There is always another dimension to consider, just when you think you have a handle on how technology is being used in real life!
....will now be automatically enabled for all phone numbers that appear within Google Adwords copy, closing the 'free call' loophole that has existed over the past year for advertisers that have included their number within ad copy, rather than using the Call Extension feature. Just be aware, that if customers have been trained to call your company, from their mobiles, this will now result in a regular click cost from Google, for any calls generated, and your MI and daily caps, may be altered going forwards.
A great presentation by Scott Stratten on the use of technology and how companies should think about their brand.
Given Google's love of all things social at the moment, I can't help thinking that adding the new 'Save to Foursquare' button to your site, will do no harm in search ranking terms, and could generate some useful metrics for online to offline, real world behaviours, influcenced digitally.
I , along with a few million others around the world, hadn't entered the fray, unitl today, that is Google's +1 social proposition - accounts with a corporate administrator have only recently been able to get inside this tool. In the 100 days since Google +1 went live, rather a lot of data has been collected, and anyone can now get at this via Google + Ripples. This SEOmoz post gave me a head start, and the insight is really quite staggering. Have a play around, get +1 active, and lets work out how brands can use this transparency, to really get inside social media.