C-level executives are stepping up their own involvement in shaping and driving digital strategies, shown in a recent McKinsey survey. Executives surveyed list digital customer engagement as top strategic priority, who report notable progress since deploying engagement practices in 2012. [Read more…] about Top Digital Customer Engagement Practices
People love good photos and images; this post illustrates ways marketers can utilize photos and images as powerful marketing weapons.
Photo sites reach 70% Internet users worldwide; in Singapore, photo sites reach 82% of Internet users in 2010 according to comScore.
For marketers, photo-sharing can definitely help build brand awareness and encourage consumers interactions. Marketers can utilize user submitted photos on social media as well as self-created images for marketing and branding efforts.
Photo-Sharing in Social Networking Sites like Facebook
Now whenever I go out with friends, either in Singapore or China, Chinese or caucasian, often over half would take out their phones and share the moments on Facebook, Twitter or Weibo. Sharing photos is a key component of social networking experience, driven by Facebook Photos.
More than 6 billion photos are uploaded to Facebook each month.
Target women. According to Pixable’s study this January, women are more active with photo-sharing on Facebook, uploading and being tagged in photos twice as often as men. Your campaign should be designed to better target women.
Twitter has exploded as an online social network with over 50 million users and valuation of one billion; it’s hot. A hot channel among Internet users; a hot tool for online marketers.
In Singapore, I’ve seen lots of businesses during past months jumping onto Twitter, most of which are simply streaming content into Twitter. Is Twitter more than that? Definitely.
Twitter As An Engagement Tool: Mad Men Twitter Case Study
Mad Men is one of the most popular television show. It’s a drama about one of New York’s most prestigious ad agencies at the beginning of the 1960s, focusing on one of the firm’s most mysterious but extremely talented ad executives, Donald Draper. It’s not only popular on TV but also on Twitter.
Paul Isakson, who truly is in advertising from Minneapolis, created an account @Don_Draper and tweeted as actor Jon Hamm’s smoldering character for more than a year. Word suddenly got out that Matthew Weiner’s masterful creation was alive and well on Twitter. Its followers quickly grew to over 10,000. At this point, there are about 70 related accounts on Twitter.
Mad Men has given its audience a different dimension on the character. Presence on Twitter has no doubt strengthened the “Mad Men” brand image while engaging its audience.
As a matter of fact, I just started watching Mad Men after I chanced upon a few Mad Men characters on Twitter. Maybe out of curiocity; maybe because of the interesting tweets.
Twitter As A Customer Service Tool
First of all, Twitter is not a replacement for phone and e-mail support for your customers but a little more personal and less formal customer support channel, which gives immediacy to online interactions.
Customers twitters their frustration after failing to receive the support they needed through phone or email support. Sometimes, Twitter is the first place the customers vent their frustration. Then, you should surprise them with a response on Twitter.
Comcast received a lot of attention and credit as being doing a great work in customer service on Twitter.
Last word of caution, use Twitter to compliment your customer service; not to replace it. And, make it a scaleable solution.
Twitter As A Prospecting Tool
80% of Twitters post updates on their everyday activities, social lives, feelings, thoughts, and emotions on Twitter. It’s a great channel if you “listen” carefully to them. Collect intelligent information for existing business as well new business ideas.
Twitter As A Sales Tool: Dell Twitter Case Study
Dell thinks of Twitter as a good place to interact with customers and to raise awareness about the brand. But, that’s not what makes Dell a great case of utilizing Twitter.
Dell posts exclusive offers on Twitter for a few times a week so as not to spam their followers, and they use tracking URLs to gauge what followers find most appealing. Dell has made more than $3 million in revenue attributable to its Twitter posts.
DELL is not alone driving sales on Twittter. Using a dedicated Twitter account, @JetBlueCheeps JetBlue also offer their Twitter followers discounted, last-minute fares to fill flights that might otherwise take off with a few empty seats.
Is that all? Remember the old saying, “Sky is the limit.” Let your creative juice flow. Now the question is, what’s important deploying your own Twitter strategy?
Listen, respond, engage, serve, personalize.
JetBlue Twitter account has over one million followers, which is not the reason I got impressed. Its Twitter bio is impressive,
Have a question? Follow us and let us help! – Currently on duty: Gigi, Lindsey, Laurie, Morgan, and John
Unlike many other businesses, JetBlue clearly has a strong focus on its customers, as shown in its bio. It didn’t bother to give a damn about itself but the benefits of following JetBlue. Seriously, what else do you think customers are interested to find out after knowing who you are (JETBLUE). Only the benefits.
Keep these in mind: listen, respond, engage, serve, personalize. Add value; especially exclusive ones for Twitter.
This is the central page of a series of posts on Search Engine Marketing for marketers at RockyFu.com. This is a PPC guide for marketers from strategic perspective with a focus on “what to do”; detailed PPC tactics and operations on “how to do” are not a concern in this guide.
Table of Content
- Introduction to SEM Marketing
- Goals, KPIs, and Targeting
- Measurement and Tracking with Web Analytics
- PPC Budgeting & ROI
- Branding & Brand Keywords
- In-house SEM Management
- SEM Outsourcing Guide
- Benefits of Content Network
Search engine marketing (SEM) consists of search engine optimization (SEO) and pay-per-click (PPC). But, in many Asian countries, PPC is widely regarded as “SEM”. So, this guide does not cover SEO. Examples and illustrations are given based on Asia Pacific markets.
If you are a marketer and you have questions with regard to search engine marketing, please contact me here and I’ll share the answer as part of the guide. If you would like to share tips with other marketers, I’m glad to include them in the guide as well (credit will be given to you).
This is part five of a series of posts on Search Engine Marketing for marketers. This part discusses branding in search, both organic search and paid search (PPC).
Some marketers have got an idea that SEM or PPC has nothing to do with branding. Is it true? You will see the answer in the studies below.
Impact of Branding on Search Ad Effectiveness
Microsoft and Sony conducted a research study to evaluate the impact of branding on Sony’s search ad effectiveness. The results illustrate that exposure to search ad considerably lifted purchase intent and drove likelihood of recommendation. Branded search terms proved to further enhance the value of search advertising. This study demonstrated:
- Exposure of search ad lifted purchase intent and drove likelihood of recommendation.
- Search ads with branded terms were more effective in driving brand lift than generic terms.
- Audiences exposed to Sony search ads had less positive attitudes towards competitors’ brands.
The Brand Lift Of Search
In a whitepaper released by Enquiro, which is a study commissioned by Google, showed a significant correlation between companies in the top organic (natural search) and paid search (PPC) placements and consumer brand affinity, brand recall and purchase intent.
These are the key findings:
- A 16% point increase in brand association when brand is in top ad and top organic listings
- A 2.2x lift in aided brand recall when brand is in top ad and top organic listings
- When brand is in top ad and top organic listings, purchase consideration increases 8% points
- Consumers are less likely to consider purchasing a brand that doesnâ€™t appear on the search results page
- Even for branded queries, presence in top ad and top organic listings boosts purchase intent
In addition, the eye tracking study reveals consumer insights:
- Brand fixations occurred in the URL and title of the listing; not in the description
Best practice: Place your brand in the title, URL, and as close to the start of the description as possible in your ad and organic listings
- Subjects with established affinity for the brand spent 25% less time on the top ad listing, jumping down to the organic listings 73% faster than the non-affinity group
Best practice: Ad listings appear to have a greater opportunity to lift brand affinity among new customers; write and target them as such â€“ especially for upper funnel queries
What do we learn?
- Your investment in brand advertising increases with search
- Advertise on unbranded and branded keywords
- Tailor your ad to prospects, those with no established 3 brand affinity
Identify the Trend of Brand Searches
You can use Google Trends or Google insights for Search to get a visual view on the trends of your brand searches. Also, check out 10 excellent online tools to help you identify trends.
How Search Branding Works
Every time your site listing shows prominently in the search engine result pages (SERPs), branding takes place. SERPs basically include sponsored and organic listings, each of which consists of title, description, and display URL. You should use these three elements to encourage maximum awareness for better branding.
Should You Bid on Your Brand Name?
Some marketers don’t think it’s necessary to bid on their brand names as the website will most likely be the first natural search result. So, are you wasting money while you bid on the brand related keywords?
Think about this first. Your website comes first in natural result on brand name search; but what happens when your competitors or affiliates bid on that brand name too? Without bidding on your own brand name, your natural listing could show in the second or even fourth position. Now, what’s the odd of clicking through? Lower than having bid on brand name.
At Chinese search engine Baidu, without bidding on your brand name could be a disaster as the whole listings on the first page could be sponsored listing. In addition, bidding on your brand name allows you to control the ad copy that appears in the sponsored search and control the landing page.
Remember the study I mentioned earlier? Appearing in both the organic and sponsored search engine results can increase click-through rates significantly.
Search Branding Measurement
Search branding can be measured through engagement. The following metrics can be helpful to you to get started:
- Average Time on Site
- Page Views per Visit
- Form submissions
- RSS / Email subscriptions
The next two chapters discusses in-house PPC management and PPC outsourcing respectively.
In Asia Pacific SEM industry, I kind of prefer working with clients who have no knowledge at all about online. When they know something but not everything, they insist doing the wrong thing or not doing the right thing.
One client from travel industry asked to remove all brand keywords proposed from the paid search campaigns even though we showed why they should not do so. Why? Simple: because they rank very high on brand terms in organic search listings.
Let me list again some benefits of using brand keywords with generic ones revealed by several studies sponsored by Google and Microsoft.
First of all, let’s see the benefits of using brand keywords even when you have top organic listings. Enquiro released a study last year, commissioned by Google, showed several interesting findings when brand term is in top ad and top organic listings:
- increase in brand association
- lift in aided brand recall
- purchase consideration increase
- boosted purchase intent
Okay, that’s Google’s message; let’s see what Microsoft said:
As the driver of conversions, it is vital that you are represented at the brand level so that you donâ€™t lose potential customers at the final hurdle to a competitor. In addition, one of the standard measures of a brand across all advertising mediums is the level of trust that brand has. Appearing position 1 in both natural and PPC listings reinforces your brand in terms of visibility to the user, while also enhancing trust in the brand.
In another a joint study by Microsoft with Sony, it also shows that exposures to Sony search ads on Microsoftâ€™s Live Search lifted purchase intent and drove likelihood that the viewer would recommend the Sony product.
A survey on search behaviour by Neilsenâ€™s Net Ratings in August/September 2007 also found out that over one third of respondents reported that they view a website more favourably if it appears in the sponsored links section.