WHAT MARKETERS WANT 2018 - 72Point
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
WHAT MARKETERS WANT 2018
CONTENTS
2 Foreword
15 How Facebook’s Latest Update Will
Impact Businesses
5 Measuring ROI With Promotional
Products 16 The Importance in Keeping Your
Brand Up-to-Date
8 Virtual Reality - The Innovative
Game Changer 17 How to Close the Loop Between
Offline Sales from Online Leads
11 Successful marketing all starts with
the customer. It always has. 19 Why PR Needs to Be a Valuable Part
of Your 2018 Marketing Strategy
12 Creating Connection with Games
20 How to Get More From Your Google
Shopping Ads
FOREWORD
Once again Prolific North Live brought the region’s premier marketing
and communications talent together for two days of inspiration,
innovation and insight. Now in its third year, Prolific North Live has
become the biggest marketing expo outside of London.
Prolific North Live featured leading exponents of marketing,
communication, media, broadcast, content and engagement. This year
also featured new zones like Immersive Technology and Marketing
Platforms alongside TV and film companies, media suppliers and some
of the best business brains from across the UK.
To support this year’s event we have created an official eBook that aims
to capture some of the leading ideas and products unfurled over the two
day expo. The options available to Marketers in 2018 are vast, and this
eBook looks to dig deeper into the methods businesses are prioritising
over the next 12 months and how it has changed since 2017.
In this resource you will find guest articles from companies that
lead the way in areas of Branded Merchandise, Immersive Tech, SEO,
Gamification, Brand Development, PR & CRM Integration.
Special thanks is reserved for our four event partners: Channel 4;
Steamhaus; The Landing & Bing, in addition to the teams that
contributed toward this eBook: Team Cooper; 72Point, Halston
Marketing; hedgehog lab; CTI Digital; Ruler Analytics; Fluid Branding;
Click Consult & iThinkMedia.
Prolific North Live was delivered by Prolific North - an independently-
owned publishing company based in Manchester - and Don't Panic
Projects, an event management agency that specialises in delivering
events for the digital, marketing and PR industries.
Martyn Collins, Expo Director
2
To complement Prolific North
Live 2018 all exhibitors were
invited to take part in a survey
that aimed to get a real insight
into the products, services and
software that Marketing teams
across the UK not only used in
2017, but are looking to prioritise
for 2018.
The survey was made up of 17
multiple choice questions that
covered 9 of the most common
products or services available at
this year’s expo: Video; Branded
Merchandise; Immersive Tech;
SEO/PPC/Display Advertising;
Gamification; UX Research;
Brand Development; PR & CRM
Integration with Sales.
In total 52 businesses participated
in the survey, the results of which
will be displayed throughout this
eBook.
The questions for the survey are
available on request.
Contributors
Shaun Allan
Chloe Chadwick
Martyn Collins
June Gil
Georgia Halston
Katie Holmes
Mark King
Cari Kirby
Mark McGonigle
Jack Peat
Nathan Ouriach
Gemma Richards
3
In 2017, which services/tools did you utilise in
your Marketing Mix? Tick where relevant.
When it comes to Marketing, last year saw a big reliance on PR and Video - 77% and 73%
respectively - with Marketers relying less so on relatively new products like Gamification (8%) and
Immersive Technology (17%).
Video
SEO/PPC/Display Advertising
Branded Merchandise
Gamification
Immersive Tech (AR/VR)
UX Research
Brand Development
PR (Offline or Online)
CRM Integration with Sales
0% 50% 100%
% of respondents to tick 'Yes'
4
MEASURING ROI WITH
PROMOTIONAL PRODUCTS
Gemma Richards, Marketing Manager at Fluid Branding
Return on Investment (ROI) is a way As part of your latest promotion, you
to measure the effectiveness of forms give each of your 100 umbrellas to a
of advertising. It analyses the profits client.
against the costs or the financial
investment. Learning about ROI in Now, consider that on average, it rains
different forms of advertising can help 156 days in every year. That means
businesses to make informed choices that your client is going to reach for
when deciding where to effectively their umbrella (complete with your
channel their marketing budget. branding) an average of 156 days per
year too. Furthermore, the average
Advertising can be very expensive so lifespan of one of these umbrellas is
it’s really important to understand three years....so three years worth of
what works for your business and rainy days equates to 468 (3 years x 156
brings you the best “bang for your days) impressions for each umbrella.
buck” so to speak! And you sent out 100 of these
umbrellas. So that’s approximately
There are several ways that we can 46800 impressions overall! Boom.
start to think about measuring ROI
measured by the number of people they still had their free promotional
on promotional products. Here we’ll Now we have our overall cost and total
who respond to the call to action after gifts a full four years after receiving
explain a few of them in further detail. number of impressions, we can use
the launch or product giveaway. them.
them to work out the CPI. You spent
COST PER IMPRESSION £1000, and got 46800 impressions.
So, make sure you include a website, Promotional merchandising can be
Divide your £1000 by 46800 to get your
email address, social media page a useful and effective part of your
This basically means the average cost per impression:
link or link to a competition as part marketing toolkit. However, care and
amount of money that is spent for a
of the branding on your promotional consideration should be given to how
campaign against the number of times £1000 / 46800 = £0.0213675
merchandise - you can then measure its use fits into your overall marketing
that someone sees the advertisement.
your ROI on how many people respond. and business strategy to ensure that
That gives us a CPI of 2p each (this is
you always get the best return on your
Let’s take a look at a promo product a conservative estimate, based on one
Research shows us that a whopping investment.
based example, and break down person seeing your branded umbrella
50% of the UK public say they
the steps to arrive at the cost per per rainy day). Nice work! You can now *Stats from Independent research carried out by BPMA
have taken action after receiving a
impression (or CPI): measure this against other forms of (British Promotional Merchandise Association) - 2013
promotional product, compared with
advertising.
only 19% for TV advertising, 11% for
You buy 100 umbrellas with your logo Fluid Branding are an established,
online ads, 10% for print and 9% for
printed on them. They cost £10 each. CALL TO ACTION experienced and highly professional
direct mail*. Also worth considering
That makes our total spend £1000 (100 promotional merchandise supplier,
is the fact that in terms of long-term
x £10). So far, so good. If you ensure that all of products are with offices across the UK, Ireland and
marketing there’s nothing better – over
branded with a definitive call to action, Europe.
a third of all recipients revealed that
then ROI and effectiveness can be
5
In 2018, do you intend to utilise
Branded Merchandise in your
Marketing strategy?
Yes
No
Maybe
If you are not planning to use Branded
Merchandise in your 2018 Marketing
strategy, why not?
" it’s too difficult to
determine ROI
10%
VIRTUAL REALITY -
THE INNOVATIVE GAME CHANGER
Shaun Allan, Chief XR Officer for hedgehog labs
VR’s ability to educate, engage and to their own, the VR experience Zuckerberg, VR sets a new paradigm for
communicate with users certainly encouraging them to use weaker limbs how we will interact with computers
makes it ‘cool’. This, however, isn’t through ‘tricking’ them into believing over the next five to 10 years and
enough to guarantee its future. As they are more responsive than is beyond. And, our in our view, it’s likely
Adrian Leu, chief executive of Inition, actually the case and thus improving we’ll see faster progress with this new
has pointed out, users still are bound motor performance. technology than we have done with its
to ask questions like: “What can this predecessors.
new technology do for me? How can Overcoming fears of public speaking
it enhance my life? How can it make Computers, for example, have had
it better?” They want reassurance, in Many people experience some degree to go through serious fundamental
other words, that once the novelty has of ‘stage fright’, impairing their ability changes - starting with command
gone, the benefits will still be evident. to speak publicly; according to a recent lines and moving gradually to the
This article explores some innovative survey close to 2/5th of Americans point of near-seamless interaction
ideas about how VR can be applied suffer from ‘stage fear’ syndrome. VR, with users; VR, therefore, has no such
across different occupations, beyond however, can help such individuals ground to cover. It’s also notable that a
entertainment and the gaming gather the courage required to speak couple of decades ago, computer users
industry. in front of an audience, with recent would have needed training to operate
apps placing would-be speakers in the technology effectively. Today, by
Coaching Sports athletes packed-out virtual rooms, helping contrast, most can comfortably handle
them prepare for the event itself. interactive screens with little formal
Imagine a technology that could instruction.
enable football players to improve their Helping courtrooms deliver justice
passing techniques. A programme Such deeply embedded familiarity
tested at Stanford University, which Within courtrooms, VR has the with gestures and graphic space, in
incorporated VR, has already shown potential to dramatically change the fact, should allow VR to penetrate
some success in helping teams boost means by which justice is delivered faster than any other technological
their performance. through enabling immersive crime advancement of recent years, its ease
scene reconstructions. In this case, each of functionality giving it a winning
Assisting stroke patients to re-adapt side would likely present significantly edge and ensuring strong growth for
differing virtual environments, some time yet. With this in mind, it’s
One major challenge often faced enabling jurors to get a clear image of important to understand how this
by stroke patients is loss of limb the evidence they must assess. market will likely move, how great the
movement. Recent research, however, demand for VR will be and who will
indicates that VR could assist in this How do we foresee the growth of the contribute to its success.
regard. With the help of Microsoft market?
Kinect sensors, stroke patients can
control a virtual body that corresponds According to Facebook CEO, Mark
7
8
According to our secondary research, advantage in this scenario, however, however, that the early majority
demand will be driven by three would be that once this group have could also push the demand curve to
specific groups - innovators, the early adopted something, they have a decent levels. Certainly, it would be
majority and the late laggards. When marked tendency to stick with it longer disappointing if the laggard-driven
it comes to market size, content, as than their innovator counterparts, situation came to pass, allowing the
with previous media formats, is king. whom they would likely still rely on for hype to die and leaving commentators
As far as more concrete predictions go, opinions and suggestions. This group talking about the VR bubble that was
however, we must consider a number enjoys high social status and has bound to burst.
of possible scenarios: sufficient income to invest in the latest
technology. However, we envisage hedgehog lab is a multi-award
Aggressive demand pushed by the that in such a case, we would only see winning technology consultancy,
innovators and early adopters limited improvements in hardware, with offices in the UK, USA, India and
with few rapid developments in the Denmark.
Should aggressive demand be seen, likes of battery life.
we predict the ‘innovators and early This article originally appeared in a
adopters’ will be the ones leading it. Sluggish demand pushed by laggards larger white paper. The full version
These are individuals who welcome can be accessed here.
innovation, possess financial capability, Should demand come predominantly
are educated to a high degree and have from the ‘laggard’ segment, it is
an appetite for risk taking. They are also likely VR technology will grow at a
opinion leaders, encouraging others considerably slower pace, touching
to try out such innovative tech. In this around US $23bn by 2025.
scenario, the market - including both
hardware and software - is expected to The reason for this is that this section
touch US$180 bn by 2025, supported of society tends to remain focused
by swift hardware development, on traditional technologies for
improved user experience and strong longer and has little influence on
UIs. opinion leadership. In such a case,
VR may remain largely tied to the
Standard demand pushed by the entertainment and gaming industries,
early majority with growth being thwarted by latent
adoption, issues with displays, worries
In the case of standard demand for over privacy and other safety concerns.
VR hardware and software, adoption
would be driven by ‘early majority’, who Overall, then, market growth looks
would push the value of the market extremely promising - provided it is
to US$80bn by 2025. The industry the innovators driving it. We expect,
Prolific North Live 2019 The UK's largest Marketing expo outside of London returns in 2019. Want to exhibit? learn more
SUCCESSFUL MARKETING ALL STARTS In 2017, 58% of all
WITH THE CUSTOMER. IT ALWAYS HAS. respondents used
PPC, SEO or Display
Mark McGonigle, Head of SEO at Click Consult Advertising in their
Marketing strategy
Understanding what makes This always-on, demand-led The best agencies offer a range of
consumers tick and what compels environment means you need integrated services, with a skillset In 2018, do you intend
them to buy - then reaching them to understand your audience’s that includes:
in a way that is relevant and objectives more closely than before - On-page and off-page to utilise Paid Search
engaging - has always been the and adapt your approach to focus optimisation techniques (SEO/PPC/Display
key to maximising your marketing on delivering the right message at - Responses to Google algorithm
ROI. the right time. updates and penalties
Advertising) in your
- Online advertising (paid search, Marketing strategy?
Get inside the heads of search Fortunately, there’s now a wealth display, social, remarketing)
users, and you can mount an of information available that allows - Content marketing, outreach,
effective strategy that not only you to track and analyse consumer and social campaigns
brings in leads, but also gets a behaviour, providing you with a - Mobile and voice strategies
sizable portion of them to convert. more in-depth understanding of - Data-driven planning
your audience than ever. - Tools and technologies
Now that your audience is faced
with more choices than ever, and You already have this data at your You need to be clear about what
more ways to access information fingertips – but you need the right you want to achieve, which will tie
– Google (organic search, Google strategy to interpret the data and in with your business and brand
Shopping and paid search), social use it to drive real results. objectives. This should inform
media, messaging apps – the your goals and the type of results
onus is on marketers to add real This is where engaging an agency you want to achieve, for example,
value to the consumer experience that specialises in search marketing increasing your site’s position on
through precise targeting and - with the right expertise and with Google, improving the quality of
personalisation. a track record of success - can be traffic or increasing conversions.
a cost effective and flexible option. Yes
Mobile and voice search is set to Marketing is evolving. Marketing
grow in 2018 and beyond, and Today, optimising your online has always evolved. And search No
machine learning is making presence requires a sophisticated marketing is no longer a subset of
Google’s ranking system more approach and a knowledge of more marketing - it is marketing. Maybe
sophisticated. than just basic SEO techniques.
Click Consult is a multi award-
Search is already part of your winning search marketing
marketing mix – but you need the agency. Call them direct on: 0845
right strategy to maximise your 867 3995
visibility, impact and influence.CREATING CONNECTION WITH GAMES
Cari Kirby, Marketing Manager for Team Cooper
Brands need to build meaningful, Gaming audiences
emotional connections with
consumers. Trust is at an all-time Gone are the days when video games
low, across all of our institutions, and were the privilege of teenagers playing
brands are not exempt from this crisis. console games in their darkened
bedrooms, these days following the
We know that marketing is a dramatic rise of the smartphone,
competition for people’s attention. We which in turn has led to casual gaming
live in a world where we have more being one of the most popular mobile
information than we know what to do activities - the ‘gamer’ stereotypes
with. But we do however have great have been shattered.
control of what we see, with a click of
a button we can stop seeing promoted 32 million people in the UK now play
posts and tweets, we can fast forward games, that’s half the population.
through ads and scroll past your well-
considered content before you can 48% of those are women, half of them
explain who you are or what you do. are over 40 and a quarter are over 56
years old.
And we most definitely don’t want to
be ‘sold to’ until we are ready to buy Branded Games
and even then, you better not be pushy
about it! Using branded games in marketing,
or advergaming as it’s often called,
This is one of the reasons why content is not a new thing. Coca Cola were
marketing has become so important; among the first to distribute games on
brands need to add value, to tell stories floppy discs back in the 80’s. Online
that are relatable and engaging, to do Flash games became popular as the
this we need to take a ‘customer-first’ World Wide Web rolled out in the late
approach. 90’s early 00’s but the possibilities
have wildly increased since the rise of
Creating connections with games mobile devices, social media and the
advances in technology.
If you want to stand a chance of
engaging with consumers in any sort
of meaningful way, brands need to
entertain.
One way brands have been entertaining
their audience is through games.
11In 2018, do you
intend to utilise
Why brands Gamification in your Sales generation Positive vibes that go a long way
are using games Marketing Strategy?
If that’s not enough, games can start There is a game genre out there for
Measured Engagement to generate revenue too, with links to most audiences and if a brand can
special offers or promotions that are offer a space to play, in a way that is
Don’t expect to be surprised by average unlocked only from collecting enough already familiar to them and it’s done
engagement figures of between 10 coins, or finding a specific item in the well, you can create a truly positive
and 40 minutes per player when it game. interaction to build trust and harbour
comes to branded games. However, it loyalty.
can even be more - one of our clients Permission based data capture
ran a game with a daily competition If you can do that and have a little fun
throughout December and saw per Games can also be used as a way of in the process – that’s most definitely
player engagement in excess of 1 capturing data through a leaderboard a win.
hour and 20 minutes throughout the based competition. With GDPR
campaign. coming into force soon, brands need Team Cooper is a BAFTA-nominated
to offer relevant and engaging content team working with agencies, brands,
One of our games for DFDS delivered to ensure compliant, permission based broadcasters and charities to create
340,000 brand minutes over a 4 week opt-ins to marketing databases. positive brand experiences, engage
campaign – that’s a total of 236 days! audiences and tell stories through
Yes If you can make that process fun and games.
Community positive you’re more likely to gain
quality data and leads.
Games are great way of building No
communities, with players sharing tips Stand out from the crowd
on gameplay, sharing their scores and Maybe
engaging with the brand in a positive Branded games are a great way to
way on social media. increase footfall to your stand, having
a branded arcade machine or an
"
With the inclusion of leader boards iPad running a competition offers
and sharing functionality you can help something interactive and fun on an
your audience spread the word with I don’t see exhibition floor, it can help you cut
through the noise and be memorable
their friends and networks and create
online brand ambassadors from top
the value in when following up post show.
players. Gamification for
our business
42%
12The largest gathering of eCommerce companies, vendors and suppliers
held outside London returns to Manchester on November 6th & 7th.
learn moreHOW FACEBOOK'S LATEST
UPDATE WIll IMPACT BUSINESSES
Mark King, Senior PPC Account Manager for iThinkMedia
What’s happened to Facebook? Why Facebook advertising? marketing strategies, now is also the
time to start building up SEO and
On January 11th 2018 Mark Zuckerberg Facebook advertising pushes your content marketing efforts to drive
announced that an update to the posts onto the newsfeeds of the people traffic from other platforms.
social media platform’s algorithm most likely to buy your product or
was imminent. This latest update to service. It offers a seemingly limitless iThinkMedia crafts unique, cohesive,
Facebook’s algorithm will have an number of advertising options from data-led strategies to engage users
impact on most businesses as it will different campaign types to detailed at every touch point of their search
be deprioritising posts from brands, user profiles including interests, journey.
businesses and publications in favour household information, demographics
of more personal, meaningful content and lifestyles.
from friends and family.
Your Facebook followers can choose
What does this mean for businesses? to see your organic content
Over the past couple of years, Facebook If you’re not yet ready to give up on
has made it clear that they are a ‘social’ your organic Facebook activity yet,
network rather than a platform for you can let your followers know that
businesses. To that end, they have they can tell Facebook to still show
been gradually reducing the visibility your company’s posts if they want to
of posts from business pages to the see them. They just need to click ‘edit
point where organic reach for smaller preferences’ under the newsfeed tab
businesses may not be worth the time on Facebook to prioritise the pages
it takes to create new content. and friends whose posts they want to
see on their newsfeeds.
What can businesses do about this?
What should I do?
Just because organic reach on
Facebook is petering out, it doesn’t Continue to test the waters with
mean that you can’t use your business different social media platforms and
page and all of the data and following consider the move into paid Facebook
you’ve collected over the years to advertising as a way to expand your
connect with your customers – you’ll reach.
just need to be prepared to invest in
Facebook advertising. For businesses with social-firstTHE IMPORTANCE IN KEEPING
YOUR BRAND UP-TO-DATE
Georgia Halston, Founder of Halston Marketing
Your brand should be at the very The documentation kept around your
core of everything you do in terms brand, traditionally a brand summary,
of marketing but it’s very easy to is a very useful tool in the briefing
forget this on a day to day basis. It’s for any marketing. Regardless of
also easy to forget that your brand whether it’s in-house or outsourced.
is a constantly growing and moving If you’re looking at a huge job like a
entity, one that should reflect and website redesign or something as
mirror the continuously changing simple as copy writing for an ad, your
nature of any business and its aims. brand summary should be the main
reference for inspiration.
The idea of brand development
may have been tarnished by the Brand development exercises also
preconceptions of the process, that tend to bring harmony to internal
it’s a long and drawn out affair that stakeholders. During the process,
necessitates things like focus groups questions are generally raised about
and target audience canvassing and is the direction of the company and the
ultimately, expensive. aims in general and in finding the
answers, company leaders can identify
Brand development though, can be any potential drift in perceptions and
as simple as checking in with your the company vision can be realigned.
brand, reviewing your values, your tone
of voice, your position and your raison All of the world’s strongest and most
d’etre on a regular basis. You need to steadfast brands have remained that
ask the questions: does your brand still way because they know who they are,
make sense, is it still relevant to your they remain faithful to their brand
(potentially changing) target audience in everything they do and not just in
and industry? Is it still relevant to your communications but also in culture.
offering or has your company pivoted But even the most famous brands in
slightly? the world are constantly being worked
upon to ensure that they stay fit for
The longer you leave your brand to go purpose and pertinent in an ever-
stale, the harder it will be to develop changing world.
in the long run. Frequent check-ins are
the best way to ensure you’re on top of Halston Marketing are an
your brand development. experienced B2B Agency based in
Leeds.
15HOW TO CLOSE THE LOOP BETWEEN
OFFLINE SALES FROM ONLINE LEADS
Katie Holmes, Content Marketing Executive
for Ruler Analytics
Do Any Of The Following Sound Whilst most people track form fills,
Familiar? other leads can also come through
mediums such as phone calls and live
• You’re driving plenty of leads but chat and go unattributed.
want to turn more into business?
• Your boss or client asks you how The Solution: Optimise For Revenue,
real sales you have generated – not Not Leads
how many leads?
• The number of leads you get Evaluating your campaigns the same
doesn’t match with what Google way you evaluate business: by the
AdWords or Analytics says? amount of revenue it generates.
• Your leads are high value and
expensive to get, but you don’t To find out if leads are turning into real
know which campaigns or sales and creating revenue, you need a
keywords are driving them? process to track them and then match
• You are struggling to measure the them with the marketing campaign or
ROI of your campaigns so you have keyword that created them.
to estimate?
The Process – Tagging, Tracking,
There Is The Fundamental Problem Matching & Integration
With Marketing For Lead Generation
Step 1 – Tagging – Identifying the
Leads, by their nature, are not sales. At Traffic Source
least not yet. Your leads could be high
value, or worthless. The first step is making sure the traffic
coming to your website is tagged
Your analytics might not even be telling correctly so that you can see the
you a true picture of where your leads exact source and any other variables
are originating from as people will visit associated such as campaign, keyword
your site on multiple occasions from or advert reference.
different channels.
This commonly done using UTM
The industry standard for tracking tags which allow you to add specific
online marketing methods is Google labels to the landing pages. It is also
Analytics which does a good job of recommended that you capture fields
tracking E-Commerce but can only specific to the products you are using
count the number of form fills as Goals. such as GCLID for Google AdWords.Step 2 – Tracking – Capture the Lead
The next stage is to ensure that the Once you have this process in place
data captured is at visitor level so you it allows you to see where the real
are able to match with the marketing conversions and revenue come from,
source and to a closed sale later. measure ROI definitively and optimise
your campaign accordingly.
Most leads come in the form of an
enquiry form, live chat or phone call Ruler Analytics is a visitor level
so you may need some additional marketing analytics product that
marketing analytics or call tracking tracks customer journeys, conversions,
software at this stage but you can also phone calls & companies looking at
pass UTM tag values in your forms. your site.
Step 3 – Matching – Match the Lead
with the Source in CRM
Once you have captured the lead with
the applicable marketing source there
In 2017, only 57%
needs to be a feedback loop to see
which leads closed into business and Yes
just as importantly which leads didn’t.
This can be done manually in a
spreadsheet, to begin with, to get
No
of respondents
integrated Sales
used to the workflow and prove the Maybe
business case. However, this could be
Activity with a CRM
cumbersome at higher volumes so
ideally they should be automatically
matched where you handle leads, for
instance in CRM.
Step 4 – Integration – Passing the
data to other products In 2018, do you intend
Finally, now that you have the leads to intergrate your
and marketing source matched, once
the sale is completed you are able
Sales Activity with
to pass this into your products. Most a CRM system?
products have an API or a manual CSV
upload.
For instance, Google AdWords
supports uploading the GCLID along
with revenue value.
17WHY PR NEEDS TO BE A VALUABLE PART
OF YOUR 2018 MARKETING STRATEGY
Jack Peat, Head of Digital for 72Point
92% of respondents
intend to integrate
The beauty of PR as a 21st century stand out is becoming increasingly Crucially, make sure you have an
marketing tool is that it has evolved difficult. PR can return a bounty effective means of distributing
either online or
into an all-encompassing method of of positive business benefits, but the story beyond your established offline PR into their
communication. only if campaigns are orchestrated circles by assessing how to make a
successfully, which returns me to my big splash in the media and ways Marketing strategy
Few, if any, comms methods in a initial point. in which to infiltrate social media in 2018.
modern marketer’s tool kit could audiences that aren’t currently in
claim to meet SEO, social media and The art of PR is about creating stories touch with your brand.
brand exposure KPIs in one fell swoop, and empowering storytellers. Whether
but thanks to the nature of the digital it be journalists, bloggers, vloggers With over nine in ten companies When asked
market that is precisely what PR can or social media influencers, having set to roll out PR campaigns this
achieve. a good story at the heart of your year, the reality is that PR is not whether they intend
In an age where content is king,
campaign is key to its success, and so
a PR plan should always start with idea
something you can afford not to
do.
to update their
creating stories and empowering generation and stress testing. brand in 2018, 75%
storytellers has given brands oxygen
on the web to stand out where others Although journalists and other media
72Point secures media exposure
for your brand across digital and
of respondents
get swallowed up. professionals aren’t always on hand traditional media. We create, answered:
"
to judge a story before it has been distribute, and land PR and
Little surprise, therefore, that 77 per created, plenty of agencies do have branded news stories in mass-
cent of exhibitors at this year’s Prolific current or former hacks on their books, media publications including
North Live carried out PR campaigns so seek them out and run your ideas Daily Mail, The Mirror, The Sun, Not applicable,
in 2017 and 92 per cent look to do it in by them before you get underway. Daily Telegraph and Metro as well I'm happy with
2018 as well. After all, overcoming the first hurdle as mass-readership news sites
early on will ensure you don’t run into such as The Independent and my current Brand
But there are objections to utilising any bumps further down the line. UNILAD. Content. Covered. Positioning.
PR tactics among the marketing
community, namely because Then, make sure you develop the
confusion exists over how to campaign with a holistic approach
implement a successful PR plan. across all platforms and channels.
Ask whether there is a natural linking
And who can blame them? structure to satisfy SEO objectives,
whether the content is optimised for
The market today is extremely online media and social media and
crowded, which means the ability to that it is sharable.HOW TO GET MORE FROM YOUR
GOOGLE SHOPPING ADS
June Gil, Advertising Manager at CTI Digital
If you’re an e-commerce business Optimise campaigns for user
looking to attract and convert more intention
customers, Google Shopping ads can
be the fastest way to appear at the top Users can have different intentions
of search results. Every size of online when searching for a product.
retailer can benefit from shopping ads, Structure your adverts with positive
no matter how complex or simple your and negative keywords to show your
offerings may be. ads for consumers searching for non-
brand and branded products. You
Shopping ads pull through product can then assign different level bids
photos and text into modules that to these campaigns. For example, a
appear at the top of Google search non-brand advert for trainers is likely
queries. Shopping ads often perform to be clicked on by a user collecting
better than text ads for eCommerce. The information but isn’t ready to buy.
visual nature of the posts gives users In this case, a lower bid should be
the information they require faster, applied as Conversion Rates will be
leading to better conversions. This tool lower. On adverts for the specific We’ve worked with e-commerce brands Using google shopping ads can be the
is especially useful for dates like Black brand, a higherv bid can then be of all shapes and sizes and found that quickest way to improve your online
Friday and Christmas when text PPC applied as visitors are more likely to google shopping ads can perform as visibility and conversions. Start with a
adverts can push normally high ranking complete a purchase. well for fast moving goods as they do for simple All Products campaign to learn
pages down. luxury brands. We recently worked with the basics and work your way up to
Use Remarketing a luxury online retailer on optimising more complex products specific and
Here are a few things to consider when their Shopping campaigns, and found a intention based campaigns over time. Or
making your Google shopping ads: The famous 80/20 rule states that significant difference in conversion rates if you want to scale quickly, get in touch
brands receive 80% of their revenue for brand and non-branded searches. with us and have a chat with one of our
Optimise your product titles to rank from 20% of their customers. Crucially, we also found the device users experts for a free google shopping ads
correctly Remarketing allows you to present were on had a huge impact on campaign audit.
your adverts to users who have performance.
Although they may look fantastic, Google seen your brand before and are We are CTI Digital, part of global
crawlers are unable to see your product more likely to convert. Using the After optimising their AdWords structure marketing services provider Paperhat
images, therefore, having a strong Audiences tool can generate a much to match users intention we saw a higher Group, and one of the UK’s leading full
product title and description can help higher Conversion Rate & ROI. This is Click-Through Rate and Conversion service digital agencies specialising
you rank correctly. Use clear descriptors ideal for campaigns run on a limited Rate. But it’s not all about the ‘more’. By in open source web development and
that consumers are likely to search for budget or for increasing your touch using brand campaigns we were also digital marketing.
when looking for your product like ‘pink’ points with potential customers. able to considerably reduce the Cost per
and ‘size 6’ rather than words like ‘great’ Click improving the clients Return on
or ‘stylish’. Investment. Who wouldn’t want that?
19PROLIFIC NORTH LIVE 2018 What Marketers Want 2018 is the first of many publications we will aim to create and distribute in the future to support all of the events we have across the year. If you are interested in taking part in one of our digital resources, please get in touch with Nathan Ouriach at nathan@prolificnorth.co.uk. 72Point Digitl Lead Forensics PRCA Ads Lab Display Wizard Liverpool Film Office PR Agency One ADYOULIKE DMA Lunar Aerial Imaging Rabble Post AO Flipbook Studio Mabo Media RealtimeUK Ash.TV Flow Creative MadeByPi Renegade Fortress Attollo Fluid Ads Manleys Solicitors Ruler Analytics BBC Fluid Branding Master Mindset Shoosmiths Blippar Force24 Manchester Science Partnership Silk Group BIMA ForrestBrown Marke Creative Merchandise Soc-Med: Social Media Bing GAS Music Marqetspace SQ Digital Brazen Gelato Visual Effects Maven CP Standby Productions Bring Digital Generator MediaCityUK Steamhaus Bruntwood Greater Manchester Chamber of Media Partnerships Taboola Buffalo 7 Commerce Metrostress Teads.TV Bulletproof Groundbreak Productions Miranex Team Cooper Business Growth Hub Halston Marketing More Insight TheBusinessDesk.com Business Marketing Club hedgehog labs Mosquito The Juice Academy Carbon Digital HelmsBriscoe Motionlab The Landing CDS Holovis Mustard Research The Sharp Project Channel 4 IAB UK milklab media The University of Manchester CIM Igloo Vision M7 Digital Thinkbox CTBF International Business Festival Network Marketing TouchSoft Click Consult iThinkMedia Nimlok Trunk Clicks + Links Jean Juviniere Northern Soul UKFast Climb Creative JMW Numo VST Enterprises Corporation Pop Journey Further Nu-Hi Wavemaker Crewzbox.tv Jumpstart Openshadow YouCloudIT CTI Digital Klick N Tap Phoenix Digital Wodehouse CyberScanner Knight Corporate Finance Pink Lizard Digital Gurus Kogan Page Ponderosa
You can also read
