Wednesday, 14 January 2015

Wait...I want to see this ad - Seek’s 'Make it count' campaign


I'm continuously on the look-out for creative ads on YouTube that inspire me not to choose the 'skip ad' option; more so, those that actually get me to click through and be glad I did.

New in 2015, SEEK have partnered with Clemenger BBDO (the mob also responsible for MYER's very fresh 2014 'Find Wonderful' campaign) to inspire Australians to reflect on their current career and move closer to that, which inspires them. After all, we only spend about 13 years at work...so make it count.

Watch the Full SEEK ad

The accompanying interactive tool that's been created, displays the key campaign messaging in an interesting way, have a look, it's pretty cool.

Launch the SEEK interactive tool

It's a tough gig for agencies trying to tailor an already existing ad for YouTube, especially knowing that people typically use those 5 seconds to position their mouse or finger over the 'skip ad' option ready to pounce. 

Though this is a magnificently clever campaign, I wonder if it will actually inspire people to use SEEK to find their passion, or simple get them to seek their passion using other tools like Linkedin et al? 

THE MORAL
LIKE ANY CONTENT OR MESSAGE, THE BEST PERFORMING WILL ALWAYS BE THAT, WHICH IS TAILORED FOR THE CHANNEL AND AUDIENCE. SEEK, WE SALUTE YOU.



Friday, 28 November 2014

Alibaba Vs Amazon - The battle of the online retailers

Amazon Vs Alibaba (image from xcluesiv.com)
image credit: xcluesiv.com
Not since Rocky lined up against the Russian, has there been a bigger East vs West battle brewing, as the online retailers Alibaba and Amazon get ready to do battle. One thing’s for sure, it’s going to be exciting for consumers and investors alike.

Based on my recent dealings with Alibaba, they need a serious boost in their communication with clients, to be in the same league as the American giant. So far, the score for me, is 6 – 1 in favour of Amazon (it's a soccer/football reference, so 5 goals is a fair drubbing).

It will be interesting to see where Alibaba invests, as it moves into a stage of hyperactivity of acquisition.

Looking merely at the IPO or potential profits, you might be quick to side with the newcomer, but don't be fooled, to get ahead of Amazon, Alibaba will have to make some changes. Have you tried buying something from Alibaba...eek!

What I believe it will come down to for the two juggernauts:
1. Customer experience & satisfaction
2. Communication
3. Local investment (investment strategy)
4. Pricing strategy
5. Shipping (last, but certainly not least)


THE MORAL
WATCH THIS SPACE.
Source Article: CNBC.com

Wednesday, 30 July 2014

The Marketing Funnel - Brand & Value Proposition

In my opinion, educating people about your brand and value proposition at every stage of the marketing experience/funnel, is just as important as conversion, in fact more so. Many B2B and even B2C marketers however, struggle to see past the 'what does this mean for sales' angle, which is of course the easier measurable to side with.

The Funnel

In essence 'the funnel' is about: marketing, automation, lead management, demand generation and lastly sales.



TOP
Attract - to draw potential customers towards you
  • Increased brand awareness
  • Targeted display / banner adverting
  • Delivery of messaging and value proposition (VP)
  • Drive website traffic
  • Educate (brand & VP)
MIDDLE
Engage & Nurture - a series of communications to help the person know, like, follow and trust you:
  • Drive content engagement
  • Social advertising
  • Boost form conversions & harvesting relevant details
  • Increasing page views & visits
  • Educate (brand & VP)
BOTTOM (it’s OK to talk 'sales' now)
Sell - establish a detailed understanding of that person’s requirements and matching a solution, product or service. 
  • Re-targeting
  • Re-emphasis of brand messaging and value proposition 
  • Drive qualified leads
  • Revisit missed opportunities and conversations
  • Statistical analysis
  • Sales contribution
  • Educate (brand & VP)
It's important not to disregard the customer once they are on board with you. Too often the after sales process is non-existent or poorly thought out. Loyalty should not be taken for granted.

Deliver - the after-sales support, to help the customer gain benefits early, always nurturing the relationship.

Educate prospects and customers
By ensuring you educate people about your brand and unique brand values, you instil something a lot more important and ‘human’ in them, leaving a lasting impression. This of course takes time and effort and you should only pitch the ‘sale’ after you have done the work.

Display advertising

When was the last time you clicked on a display ad anyway? Many marketers still can’t understand the reason behind banner advertising, probably because they are looking at the wrong stats. Banner advertising is amongst the few forms of online advertising that you should almost completely disregard the click thorough rate (CTR) and focus entirely on the impressions (times the ad was displayed). Spend the extra time in selecting the network of sites to use and the demographic of people to target, and this form of advertising can work its magic in the latter parts of the funnel. Remember – impressions, not click throughs!
First ever display ad. Amongst the few that actually had great CTR %
The average banner ad has a 0.1% click through rate, 50% of which are mistakes, which means that you are in fact more likely to survive a plane crash, than click on a display or banner ad. But it has its place in your marketing, remember, impressions are your friend.*

THE MORAL
BELIEVE IT OR NOT, YOUR PRODUCTS, SOLUTIONS AND SERVICES ONLY MAKE AN IMPACT AND DRIVE SALES IF YOUR BRAND AND PEOPLE ARE DELIVERING THE BRAND'S TRUE PROPOSITION.