Archive for Marketing
MXit Advertising available through Ad Dynamo
Ad Dynamo, the contextual advertising platform, has now successfully concluded a deal with MXit, South Africa’s largest mobile social network. Advertisers can now place & manage their advertisements on MXit directly through Ad Dynamo, along with all their other digital marketing campaigns.
About MXit
MXit is a next generation Mobile Instant Messaging and Social Networking application, with close on 13 Million users – currently predominantly in South Africa, MXit offers advertisers the opportunity to grow their own branded community on MXit as well as access to a connected youth market. MXit is expanding rapidly in other markets as well, including Brazil, Indonesia, Mexico, and Thailand.
About Ad Dynamo
Ad Dynamo allows advertisers to place contextual image or text advertisements online instantly. Using the well known principles of bidding on keywords for each click, Ad Dynamo is a highly cost effective platform through which businesses can drive traffic to their websites instantly.
Sean Riley
Making sense of website traffic
OK, you have a website, you may even have some decent traffic, but you want to understand where it comes from & how you can get even more traffic.
Follow these tips to track & improve traffic.
1. Use good statistics
Without good information at your disposal, you can’t make informed decisions. Use your ISP’s provided statistics or, even better, Google Analytics.
2. What keywords are important?
Do you know which keywords will bring you the type of visitors you need? Research keywords, choose the most important ones, and also identify the level of competition for each keyword. Remember, if you target more refined keyword sets you should gain rankings on search engines (and via that, traffic) easier. For example, if you operate a beauty clinic in Camps Bay, target keywords such as ‘cape town botox’ or ‘camps bay botox clinic’ instead of just ‘botox’ – which is clearly an incredibly competitive keyword.
3. Which keywords currently bring traffic?
Your statistics will reflect which keywords are currently bringing you traffic. Remember to use Google Webmaster Tools – a valuable tool for tracking crawl rates, keywords sending traffic to your website, as well as keywords you have rankings for but are not yet sending traffic your way. It is useful to know that your website increased in rankings for the keyphrase ‘cape town botox’ from position 90th to 81st even if it brings no traffic yet – it highlights a positive trend that underscores good SEO practices taking place in the background.
4. Pay Per Click Advertising
If you are running advertising, assess cost per click, conversion rates, and compare bounce rates (users that reach your site but leave immediately) between different advertising platforms. Some pay per click advertising platforms available in South Africa include Google’s Adwords and Ad Dynamo. Move expenditure towards the platform that performs better. Remember, the platform that sends the traffic at the best cost is the better performing one!
Sean Riley
MXit Movies offers $5,000 prize to best video!
MXit recently launched a competition that runs until 31 July 2009. The winner of the best video (ideally describing MXit) wins USD 5,000! I’ve started filming already!
Augmented Reality
WOW! The guys over at Stonewall showed me a glimpse of augmented reality marketing techniques & I haven’t been able to stop thinking about it.
The example I looked at is a marketing endeavour by General Electric, called Plug Into The Smart Grid. Flyers are distributed with a distinctive but pretty abstract image, representing a solar panel & the sun. When visiting the website referenced on the flyer, your webcam is activated and video recognition techniques then identify the particular image and a 3D animation comes into effect within the live video. If you don’t have time to try it for yourself, you can view a short video of the user experience here.
Wikipedia describes augmented reality (AR) as ‘live video imagery which is digitally processed and “augmented” by the addition of computer-generated graphics’.
Think of the viral marketing opportunities this technology opens doors to – in the space of 2 days I have showed at least 10 people this, because it’s cool. Augmented reality presents a powerful method of driving digital visitors from print (flyers with the unique identifier are handed out).
A great example of how augmented reality can enrich our daily lives can be found at http://www.enkin.net/ – these two German scientists have developed a system that overlays map & geographic data onto the live image seen your your moble phone’s camera. This allows you to simply point the camera at a landscape and receive data (visually superimposed on your live video) about everything you see – names of buildings, landmarks, and streets are all displayed by using your video camera & GPS in the phone as reference points.
This has me thinking about our first AR campaign!
by Sean Riley
Economic crisis impact on employment
Many employers are cutting heads to keep afloat. Cost cutting is the immediate short term remedy to sustain a business – and unfortunately, in a service-driven world, people generally represent the biggest cost in a company. But a quick browse through BIG TIME Recruitment tells another side of the story.
Entelligence’s global recruitment website, www.bigtimerecruitment.com, shows an interesting trend since the economic crisis. The following sectors represent the 3 biggest area of recruitment, making up approximately 90% of all jobs currently being advertised worldwide:
- Work from home – 40%
- Sales – 30%
- Marketing – 20%
The sudden increase in work from home jobs represent companies’ attempts to reduce operational overheads, whilst keeping the resources they need. All three of the sectors above are sales/marketing related. They are all jobs that lead to revenue INCREASE – this represents a more positive approach towards dealing with the economic crunch. Yes, some companies have no choice but to curb costs, but many companies can actually take a more agressive stance & look to push sales – depending on which sector their company operates in.
We are actually seeing an increase in digital ad spend, since it represents the best Return On Investment of all advertising channels available. A colleague mentioned to me that Walmart has decreased all ad expenditure for the next quarter, except digital ad expenditure – which has actually been increased.
Spending more in times of crisis takes courage – but very often it is the best thing to do. If business has slumped every company needs to find new markets, adapt, and sell more aggressively than ever.
by Sean Riley
The Unique Selling Proposition Conundrum
Marketing 101 teaches us the all important USP – what is the key distinguishing factor that will differentiate one product from another? How does your product stand out from your competitors? Sometimes differentiation presents an interesting dilemma: Do you offer what you know the market wants, or do you offer what the market knows it wants?
GraphJam’s satiric representation of the content found on women’s magazines highlights the situation for us. Whilst a woman may, quite likely, be interested in a wider range of topics, the magazines have adopted the approach of running with content that sells the mags. Women choose to buy their mags to improve sex, lose weight, and catch up on gossip – but there are so many more intellectually stimulating topics that could enrich the readers life substantially more.
Take asset management companies – a few have realised that many investors want short term gains & don’t invest with a long term view. These companies promote their short term asset performance data & win customers on this basis. Other, traditional asset management companies (such as Allan Gray) follow a long term approach & consistently provide better investments over a period of 10 years than their competitors. However, the long term asset managers have historically struggled to grow their investor base as agressively as what their short term counterparts have achieved. So – which approach was right? Giving the market what it wanted or giving the market what they knew it needed?
Apple has made a breakthrough recently in its move to Intel-based platforms for all its computers. This allows windows to be operated either as the primary or dual operating system on the computer, along with the Apple OS. This change in approach has meant that Apple is not too different from PC. The difference was always liked, but created uncertainty when it came down to make the purchase. Migrating from PC to Apple nowadays presents a far less unsettling experience. The USP is there, but historically Apple was viewed as ‘Opposite to Windows, and more complicated’ it is now viewed as ‘Different to Windows, but simpler’.
The Art of Negotiation book pushes the concept of entering a negotiation as moderately as possible. The book goes on to explain how taking an extreme position often antagonises the opposing party. By negotiating your viewpoint as moderately as possible, you are more likely to achieve the desired outcome.
Selling a product to a customer is a negotiation. Perhaps a more moderate USP is the way to go rather than positioning your offering as entirely opposite to the rest of the market?
Ultimately, a USP is in place to differentiate your product, but more importantly, to sell your product. Commercial pragmatism needs to drive marketing approaches and if customers demand a particular type of product and are not ready for something different – don’t try to sell it to them. It is a business – not a religion. You can convert customers to your way of thinking as you build trust, which may be more possible by providing an undistinguishable product and then slowly changing it until your vision is met. Convert existing customers to your view of how a product should work rather than starting out by trying to win new customers with something so revolutionary that it may just scare them off!
by Sean Riley
Advertise in Adobe PDF Documents
Adobe & Yahoo have recently launched a joint initiative that enables advertisers to place ads in Adobe Acrobat documents. Publishers of PDF documents will share in the revenue earned from advertisements that are placed within the document.
Following traditional Pay Per Click models, advertisers only pay when the ads are actually clicked, and therefor publishers of PDF documents will only receive payments when their ads have been clicked, not just viewed.
Publishers – how to place Yahoo ads in your PDF documents
Create your PDF document, upload it to Yahoo, and relevant, contextual ads will automatically be matched to your document and inserted. Once you receive it back it is ready to distribute.
Start earning revenue from your PDF documents here.
Advertisers – how to advertise in PDF documents
Create your ad & bid on clicks. View the entire presentation here of how PDF advertising works.
If anyone can provide further input on where advertisers are expected to place their ads through (Adobe / yahoo?) that would be greate – this isn’t very clear at this time.!
by Sean Riley