Meeting of Minds at Cannes Lions

The @AdobeUK Team

June 20, 2012

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Check out the video below of Ann Lewnes (@alewnes), our SVP of Global Marketing and  Steve Plimsoll, CTO of Mindshare, who caught up this week at Cannes Lions (@Cannes­­_Lions) to chat about the exciting launch of CORE.

CORE is a data-driven marketing intelligence platform from Mindshare that empowers both analysts and non-technical users to make informed marketing spend, audience targeting and creative optimisation decisions across all touch points, in real-time. It brings together data sets such as CRM, sales and supply chain data, with media channel spend, social, audience profiles and real-time trading information. It reveals consumer actions and insight at a granular level, taking away the guesswork, latency and siloed nature of marketing-spend decision making.

The digital marketing team here at Adobe (@AdobeUK), has been working closely with Steve on CORE, with Adobe Insight, part of the Digital Marketing Suite, powering the user interface for data visualisation, modelling, data mining and reporting.

In an age where the amount of data available to marketers has never been greater, the value of all this data lies in the ability to deliver actionable insight in real-time.  It was great to see CORE in action!

The effect social and mobile has on paid search advertising

The @AdobeUK Team

June 12, 2012

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We should be thankful that despite these times of economic gloom, the online advertising world is still growing at a tremendous pace. In fact, two pieces of recent research have recently caught my eye on this topic and have reinforced in my mind both the growth and dynamics of this market.

Firstly, eConsultancy is predicting that the UK paid search market will grow 14% this year, with advertisers spending £4.19bn in 2012 on media, agency services and consultancy.

Forrester has also estimated that paid search spending across Western Europe will by €10.61bn in 2012, up 19% on 2011.

Both reports can’t help but mention the importance of two essential trends which are having an instrumental affect on the advertising industry. Social media has a critical role that complement and sometimes supplants, traditional search. For example, social content created and shared by users generates inbound links playing a key role in SEO. Likewise the rise in social ads, brings a new way of targeting consumers at the awareness and consideration stages of the buying funnel which complements paid search’s usual role of delivering conversions and sales.

The other key trend is mobile, and the IAB’s recent report on this estimates the global mobile ad market was $5.3bn in 2011. Nearly 62% of this media investment came through paid search ads. Econsultancy and Forrester both note that smartphone penetration is continuing to increase across Western Europe and so having a key mobile strategy is essential. Twitter and Facebook are also doubling-down on their mobile ad offerings too. Consumers are accessing their social networks on their mobile devices more and more – exploiting upcoming ad formats will be essential.

So what does this mean for advertisers?

  • Optimise across channels and devices: the online ad market has never been more dynamic. You need to understand how consumers interact with your ads and the roles they play in delivering a final sale. But understanding this attribution between search and social, desktop and mobile isn’t enough. You need the agility to move investment quickly and accurately too.
  • Figure out your KPIs for each channel: of course we all want to drive sales, but is that a fair or useful metric for ads on a mobile device or a social network? Think about what the consumer wants at the time and how you can help them. Perhaps a location based store finder, an in-store voucher or a link to your mobile app is more useful than asking them to ‘Buy Now!’
  • Create the right mobile experience: a properly optimised mobile web site will lead to positive customer experiences. Cramming your desktop site on to a small screen will not. Think about what consumers want to do when accessing your site on a mobile device.
  • Test and experiment: new ad formats and opportunities seem to come out every week. Some will work for you, some won’t. You can’t test them all and you shouldn’t try, but pick out some opportunities that fit with your broader strategy. Then test them well (investing time and budget) and test them properly (if your team doesn’t include at least one stats genius, it’s time to hire). Then repeat, learning from your mistakes and improving your process. Your test isn’t going to produce a world-beating ROI first time round; fourth or fifth time it might.

The pace of change in this industry continues to breathing-taking. To learn more about mobile search, check out the on-demand replay of last month’s webinar “Mobile Matters: Optimizing search for mobile devices”.

Jonathan Beeston, director, new product innovation at Adobe
@searchbeest


Adobe Social & Search Breakfast Roundup

Emma Wilkinson

May 28, 2012

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On Friday morning we held a  a digital marketing briefing ran by our specialists to help clients gain a better understanding of how to optimise marketing investments via search engines and social media.

First off we heard all about paid search optimisation, and were told about three key things to remember when planning a campaign:

  • Completely understand how your money is being spent and leverage your campaign structure to maximise conversions.
  • Decide on goals before your campaign begins, once you’ve got your targets set make sure there is a decent amount of phrase and exact matches to give you better control over the campaign, and hopefully give you higher conversion rates as the audience will be more relevant. Be careful about using broad match as it is known for being the most expensive but with the least results.
  • Make sure copy is engaging and calls for action. Automatic bidding will also save much more time than doing it manually, it’s more effective at choosing the best price to make sure you’re not overpaying.

Next up was social ad optimisation and how it compares to search advertising. The key learning was that it is imperative to have best practice when running a Facebook ad campaign. This can be done by having a mixture of different creative executions of the same ad and by ensuring that all ads are targeted to a specific audience as this will give you the highest conversion rates.

Finally we heard about the seven key points to think about when designing a successful Facebook app:

  1. Content is king – sometimes too much effort is put into making it pretty. The content of the app is ultimately the main reason for a fan to share or like app.
  2. Simple is best – Facebook is all about instant gratification, engaging visitors in a few seconds will keep them interested enough to stay on your page. If there are too many barriers to entry or an overload of information, their typically short attention span will lead them elsewhere.
  3. Don’t hide content – your messaging should be apparent, too much clutter will lead to confusion, as will having too many pop ups and distractions. Likegates are fine as most people expect to have to like a page in order to use the app, but other gates could deter people.
  4. Incorporate social – the app should make you want to get your friends involved, after all Facebook is about social networking. If your friends have used an app, you are much more inclined to give it a go, so giving lots of opportunities to share will allow for your app to be more social, and consequently reach a wider audience. You need to show how the content relates to the users for instance, ‘you like ‘xxxx’ page therefore you would also be interested in this great app’.

The final three points looked at social and search from a client’s perspective:

  1. Prioritise goals – make sure the app is in line with your key messaging and goals in order to get the best ROI.
  2. Continue the conversation – once the competition or game has ended on the app, you should make sure that engagement does not end there. You have their attention, so now make the most of it by either directing them to another app or competition, or add them to your email marketing list.
  3. Learn from every application – test certain styles as some work better for particular audiences than others. For instance if a ‘pet photo contest’ app is very successful, why fix what isn’t broken? Make a ‘Valentines pet photo contest’ next followed by an ‘Easter pet photo contest’ for example.

 

Teaching old dogs new tricks…

Emma Wilkinson

May 21, 2012

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If someone asked you to think about digital marketing, specifically its applications, what it’s used for and who benefits from it, you’d be forgiven for thinking that big multi-national brands with enormous budgets were the ones doing it best.

And to an extent of course you would be right – well known brands have indeed been amongst the first to truly embrace the potential of digital marketing and are at the forefront of using new technology to connect with their customers. But what you might not realise is that many other types of organisations across the not-for-profit, private and public sector are using the explosion in digital to connect with their stakeholders too.

In fact, a recent trend in the charity sector is organisations turning to social media to connect with potential donors. For example, in April the RSPCA (@RSPCA_official) launched its AnimalNation Facebook ‘pledge’ app to kick-off RSPCA Week which aimed to raise awareness of animal welfare. During the campaign the charity gave people the opportunity to publicly show their support for the RSPCA’s five key animal welfare pledges via the charity’s Facebook page, as well as the opportunity to explore sensitive issues such as animal testing. Perhaps most effective of all, people could ask questions via Facebook to Gavin Grant, the company’s CEO, and talk to RSPCA staff in locations as remote as Malawi. The campaign was backed up by the Twitter hashtag (#AnimalNation) and content on YouTube.

The RSPCA was formed in 1824 and is funded entirely by donations, but despite its maturing years, we think it has gone a very, very, long way in dispelling the myth you can’t teach an old dog new tricks!

Get involved with the conversation by tweeting us @AdobeUK and using #FutureOfDigital. Read more about how Adobe can help with digital publishing here.

#AdobeSummit Storified!

Emma Wilkinson

May 18, 2012

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Check out the best bits of this week’s #AdobeSummit in our Storify of the week!


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