Posts tagged "SEO"

Top 5 Areas Where Marketers Are Allocating Funds in 2014

Check out the region’s top digital trends in the APAC Digital Marketing Performance Dashboard report.

Adobe-APAC-Top-5-Allocation of Funds-2014_AdamFinal_Outline

Putting the Strategic back into Campaign Strategy in a Digital World

Scott King, Digital Optimisation Consultant, Adobe APAC – LinkedIn

23cf90cWe all know that digital marketing campaigns add new, incredibly powerful capabilities to traditional marketing methods due to their ability to offer a two way interaction between the marketer and consumer.

The one-size-fits-all approach to digital marketing is dead; users now expect completely dynamic, reactive and intelligent web site experiences.

However this creates an incredible challenge for marketers responsible to develop and deploy and managing campaigns in such a fluid environment.

Traditional campaign strategy methodologies are developed for one-way communication mediums such as TV, radio and print. To truly take advantage of the new capabilities afforded by two-way digital experiences new methodologies must be developed and applied.

This same approach is just as powerful in the digital marketing world. But smart digital marketers know that they can augment the traditional method of segmentation strategy with a new age understanding of user behaviors and variables to deliver even more specialized and targeted campaigns.

To this end I have been experimenting with a new methodology I call User Intent Scoring. It is designed specifically to address the challenges digital marketers face when developing tactical campaigns and provides a structured approach to developing campaign strategy and road-maps.

User intent scoring is the measure of a digital marketing campaigns effectiveness based upon the level of insight into a user’s intent strength as it relates to the campaign delivery and additionally accounts for the factors frequency and recency of the intent.

To best understand user intent scoring let’s look at some practical examples.

Let’s say you’re a customer of a financial institution and you perform a search for a specific product, let’s say “high interest credit card” you’re telling the digital marketer at a very granular level what type of product you are looking for. You are giving them a strong intent. Conversely if you simply searched for “credit card” the, now the insight you’re providing isn’t as strong and the marketer needs to apply a greater level of presumption.

This can be illustrated like so:

Search keyword targeting is the most powerful digital campaign in the world. It is the reason that Google is the most powerful advertising business in the world. However this simple digital marketing campaign is often overlooked in our own campaign strategy because it is not effectively scored or prioritized against less valuable campaign types.

Let’s examine at another digital marketing campaign type, category or product affinity. Perhaps you’re a business women looking for a new suit, you visit your favorite on-line fashion retailer’s home page and you’re presented with a 10% discount on men’s suits. You then browse to the Women’s category and browse around this category and view a several suits. You then return to home page only to receive the same promotional discount on men’s suits that you saw earlier. Due to your browsing habits you’ve actually told the digital marketer that you’re female and thus the promotion on men’s suit has no relevance for you, the website has failed to optimize the and personalize the experience for you and missed a value interaction opportunity.

Category affinity is another powerful digital marketing campaign but again it is often looked over as it is not scored or quantified as a powerful campaign type. By prioritizing campaigns using User Intent Scoring not only can digital marketers ensure they are launching and sustaining the most effective campaigns they can also ensure that the most effective and relevant campaign is delivered to the user.

Let’s look at a final example. In this scenario you are a customer of a large Telecommunications company in need a new mobile phone. You arrive on the home page of your telco and receive a promotion for a new iPhone, however you are an avid HTC and Android advocate. You perform a search for “Android” and you are presented with options for the various Android based Samsung or HTC handsets. You click on the HTC offerings and review a few options. You decide to come back to the site after pay day and buy the latest HTC. When you return a few days later the home page is optimized with an Samsung promotion based upon the earlier search you performed. However the marketer has failed to take into account the category or product affinity of the HTC handsets you looked at.

 

The Factors of User Intent Frequency scoring

The first factor of User Intent Frequency scoring is Presumption. The greater the level of presumption applied to the campaign the less the strength of user intent.

The second factor is the frequency of the behavior, how many times has a user exhibited the particular behavior. For example has a user on a banking web site visited the high interest credit card section five times but only visited the reward point card once we can determine a greater affinity toward the high interest card.

Finally we factor in recency that is how recently the user exhibited the behavior. If a user looked at a credit card five times a month ago but today they are looking at a reward point card then they are more likely to have an interest in the more recent item, but don’t discount the previous behavior, instead it should be weighted with a lower priority.

In summary, User intent is a key component for consideration when developing digital campaign strategy. Different campaigns leverage different levels of user intent and it’s important to quantify the level of user intent available during your optimization campaign development process.

The Top 5 Digital Marketing Priorities in APAC 2013

This infographic is based on the APAC Digital Marketing Performance Dashboard 2012, a joint research by CMO Council and Adobe measuring the state of digital marketing performance and maturity across APAC. Marketers in the APAC region were asked what areas of digital marketing will be their top priorities to execute in 2013.  The top 5 results are displayed below:

Adobe_Mini Infographic-Top 5 Priorities_13 May

Attend Adobe Digital Marketing Symposium 2013 to hear, learn & share with the leaders of digital marketing in the region. View the latest technology available and acquire best practices from leading companies in APAC. Join us in Sydney and Singapore this July! Register here to receive an invitation.

Lenovo Selects Adobe Digital and the Adobe Marketing Cloud to Optimise its Digital Marketing

Adam Goodman, Strategy Director, Adobe Digital – LinkedIn, @goodmanan

http://www.techrific.com.au/images/lenovo_thinkpad_10.1_d.jpg

Lenovo Australia, a leading global PC manufacturer, boosted the return of its online ad spend and tripled search engine marketing growth after introducing a new process based on Adobe Digital and the Adobe Marketing Cloud.

Lenovo’s goal is to engage with customers as they are making purchase decisions online, either via a laptop, tablet or mobile.

Adobe Media Optimiser along with Adobe Digital helped Lenovo Australia to manage search engine marketing campaigns, improve display advertising investment and maximize the reach of social campaigns all through one fully automated system. Adobe SiteCatalyst delivers real-time, detailed analytics and reporting that helps Lenovo measure, analyse and optimize their digital marketing spending. The combination of these solutions coupled with Adobe Digital’s consulting expertise, has helped Lenovo Australia to achieve impressive efficiency gains and increase ecommerce sales.

Below is an infographic on the results of Lenovo’s ad spend since partnering with Adobe Digital and Adobe Media Optimiser:

Lenovo-Case-Study_Adobe-Digital_A4

Adobe is excited to be working with Lenovo Australia to help deliver the right tools for its social media and marketing team, and equipping this iconic brand with cutting edge capabilities to improve business outcomes and deliver better experience for customers.

Read the full press release here.

For more information about Adobe Digital visit: http://www.adobe.com/au/products/adlens/services-for-adlens.html

Not all clicks are created equal

Siva Ganeshanandan, Director, Digital Marketing Suite, Adobe APAC – @sivagatwork, LinkedIn

Forrester estimates that by 2014, the web will influence more than half of all retail sales. In this landscape, businesses have to draw attention to themselves, be strategically positioned, and engage consumers with relevant, personalised content after the consumer clicks through to the ‘call to action’ URL. With this in mind, businesses are now working through what the optimum post-click experience will look like for their many different groups of consumers. The ultimate goal? To maximise brand affinity, engagement and ultimately, of course, conversions.

We’re quickly learning that not all clicks are created equal. Not all users are the same, so one digital experience is not necessarily going to resonate with every consumer. To be effective in the online world, brands must determine how to cater to many different audiences, by creating tailored digital assets, landing pages and social media channels for optimal campaign performance.

We’re beginning to realise that the next step to effectively maintaining an online presence is measured by the quality of a user’s visit to a brand’s page – closing the gap between brand awareness and brand affinity. It isn’t so much about the volume of people clicking through to your website, but rather the quality of the consumer’s experience.

If you’re not providing optimised post-click experiences, you’re potentially creating a message mismatch – and that’s the single biggest reason for triggering the back button in a web browser.

For years, marketing professionals have discussed the importance and value of landing pages and click- through. It is only now that digital marketers are beginning to look at the next phase of click-through experiences, the post –click. In recognising the value of providing different digital experiences for different audiences, online brands can ensure that the consumer experience they provide closes the gap between brand awareness and brand affinity, and that is the ultimate goal. So, are you ready to be first past the post(-click)?