Monthly Archives: December 2012

SMS Media- Gathering Insights

woman with phones

It’s a dreary Monday morning; you have to drag yourself out of bed at an unholy hour and get to work. Still feeling half asleep, you find yourself on a train, bus or luas on your not-so-merry way. You reach into your pocket- and horror of all horrors- you’ve forgotten your phone!!

What is it about people and their phones? According to international research carried out by OmnicomMediaGroup (OMG), consumers routinely used words like “love” and “passion” when talking about their devices, which are with them 24/7. Given that the mobile phone plays such an intimate part of peoples’ everyday lives- what does this mean for the marketer?

“The mobile is actually a better way to reach people than print or even the Internet. It’s versatile, immediate, travels and is just as compelling”

Art Howe, CEO, Verve Wireless, The New York Times

According to Fintan Lonergan, Managing Director of O2 Media, mobile marketing is the ‘bizz’ in terms of gathering insights. Rather than applying the same metrics as other digital channels, focusing on CTRs (click-through-rates), the heart of mobile marketing is consumer engagement. With a permission-based database of one million, O2 are devising highly targeted campaigns for big brands based on the data they are able to generate (based on location, demographics and behaviour).

Fintan calls it “intelligent targeting”, taking into account three important factors; who, what and where. Given that you have your phone on you at all times, they know your location at any fixed point in time. For example, where you live, work, if you commute, right down to what exact device you are using. They can also tap into the what– your passions, behaviours and interests. For example, O2 ran a Tayto Park App discovery campaign whereby they targeted families who had recently visited Dublin Zoo.  Finally they know where you are, which means that they can deliver messages that are context relevant. This means that they can target your current need or interest, leading to increased engagement and response rates.

The below is a case study of O2’s ‘intelligent targeting’ in action. McDonalds’ aim was to encourage 18 to 24-year-olds to download an app, increasing engagement and driving footfall.  On the day of the campaign, the app was number two in the Apple’s App Store.

McDonalds Case Study

To conclude, I recently watched an early episode of Love/Hate (Ireland’s answer to the Sopranos) in which SIM cards were swallowed like paracetamol tablets. This occurred when the protagonists felt at risk of being ‘busted’ and their information being used against them… any takers?

Getting to Know Your Analytics

google

Google Analytics is a free online analytics tool that provides statistics and basic tools for SEO and marketing purposes. And it’s pretty darn cool.

It allows you to assess which marketing ventures are most effective by measuring a whole range of activities such as; where visitors to your site are coming from and what they do while they’re on your site to which keywords are most relevant to potential customers.

Is there a reason why conversions or engagement are low?

One of the key uses of Google Analytics is that it allows you to investigate where people are leaving your site or which pages retain visitors the longest. This allows you to evaluate and improve the performance of your landing pages, boosting visitor retention and increasing conversion opportunities.

For example, if you have a high bounce rate, your landing page may not be meeting the expectation set out by your ad text. Thus it is imperative to ensure that the destination URL of your landing page matches your ad text i.e. if your ad mentions bike equipment, then match it to a landing page for biker equipment and not a more general or unrelated page. Alternatively, a high bounce rate could be as a result of your page lacking engaging content with a clear navigation path.

So, to conclude ALWAYS be aware of;

  • Traffic sources
  • Entry / Exit Points
  • Engagement – Time on Site, Pages Visited

 

The below video, eh hem, highlights the importance of continuously monitoring and evaluating the user journey on your website;

Whisper sweet paid search terms in my ear

You had me at..

When paired with Owned and Earned Media, Paid Media provides visibility and awareness and can act as a ‘catalyst’ to drive engagement at key moments within a campaign. In Ireland, Paid Search currently accounts for 44% of online ad spend. Approximately 5-8% of all search clicks are through paid search ads, a siginificant volume in real terms. Significantly, Google dominates with a 90% plus share of all searches.

Using Google Adwords taps into an active audience who are actively seeking information and are already in the mindset for your offering.

How it Works…

Google search 2

When entering a search, on the left hand side of the page appears the organic results (this is down to search engine optimisation & takes time) whereby sites relevant to your search query appear. On the right hand side and top of the page however, appear the sponsored links, in other words your Google Ads. You choose when & where your ad appears and ensure that your ad appears in a search related to your business or campaign.

You have complete control over every financial aspect of your campaign. How high up you appear on the list depends on how much you pay, but also by how relevant your ad is to the search query. So, the more targeted your ad and list of keywords, the less money you will need to spend to ensure your ad appears.

The advantages of Adwords, is that you only pay for your ad’s placement when people click on it. You can also make changes to your ads whenever you want and can choose to turn campaigns on and off at any time. Since the price you pay per click is based on an auction, you may have visitors to your site for a very little amount per click. Additionally, there is no minimum spend and you have complete control over how your budget is used.

The Metrics of it all…

Paid search is highly measureable and can offer some key insights into how successful your campaign is such as;

  • The cost of traffic to your website (cost per click)
  • What the campaign delivered (total conversions)
  • Efficiency of the campaign/ ROI (cost per conversion)
  • How effective the campaign is (conversion rate)

There are limitations to paid search however;

  • You can only reach a finite audience
  • You can only display your ad to those actively seeking a particular product or search term
  • There are a finite number of searches you can buy
  • Little space- difficult to offer them a compelling message

Importantly, this type of advertising cannot work in isolation so it is imperative that it is an integrated part of your overall campaign.

Going Viral, Gangnam Style

gangnam-style-feature

According to Silicon Republic, in 2012 more than 72 hours of video were uploaded to YouTube every minute, with more than 800 million unique user visits and more than 4 billion hours of video watched each month. As a result, we have seen some of the most viral videos ever this year, with Gangnam Style being the most ‘viral’ of them all, not just this year but EVER, with 1 billion views on YouTube expected by year end.

Seeing as how I live on Planet Earth, I kind of noticed… but how did this come to be?

The label behind Gangnam, YG Entertainment, had a sneaky plan long before the video went live; to break into new markets and build a platform from which they could push content out on.

STEP 1: AUDIENCE– Utilise those who already want to engage with your brand through Owned Media

  • YouTube-YG had 2.5 million subscribers pre-Gangnam and had achieved 1.6 billion views of musicians’ videos across those channels already.
  • High volume of views in a short space of time helped them quickly gain shares and get featured in YouTube’s daily chart.

STEP 2: CONTENT- needs to be able to spark enough interest for people to want to share it and watch it, over and over again.

[Side note: this reminds me of my younger sister who circa 1996 watched Gone With The Wind every single day for a solid month one Summer…she’s perfectly normal now, I swear. Anyway, that film is about 4 hours looong compared to Gangnam’s 4 minutes, so in the intervening years it would seem our attention spans have ‘gone with the wind’ so to speak-  pun intended]

  • Video was eye-catching & lyrics did not create a language barrier.
  • High profile South-Korean celebrities featured in the video.
  • Made the video highly shareable.

Step 3: EARNED MEDIA COVERAGE

  • Launched 15 July- tweeted by @allKpop- influential gossip site- goes to no.1 in Korean music charts.
  • 30 July-gawker.com writes story on video & generates 19,000 Facebook Likes/Shares for the article.
  • 7 August- spike in traffic and views-YouTube Trends write post on Gangnam Style, making it their Video of the Month.
  • Celebrities Katy Perry, Josh Grogan and Britney Spears endorse it through Twitter.
  • Guinness World Records announce that Gangnam Style has broken all known records for number of views.

The success of Gangnam Style is illustrative of how Owned and Earned Media can play specific roles in achieving company objectives, especially when they are used as part of an integrated model.

In this case, YG used YouTube (Owned) to engage with their audience who then endorsed Gangnam through their own media channels, such as Twitter (Earned). This was followed by influential celebrities and the media picking it up (Earned), increasing its virality exponentially.