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Google: Measuring How Effective Video Ads Are

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Google has revealed that it aims to increase the effectiveness of its video ads. By looking at the number of people who actually watch an advert, this will affect the way digital marketers and businesses advertise through video from now on. In the past video statistics were imprecise, but now with Google’s new service it is clear that this is all about to change forever.

Viewability Reporting

Announced by Google’s Vice President Neal Mohan at CES, Google is switching over to a “Viewability” model. This simply means that Google will begin tracking how many people watch a video advert. That information can then be added to all of the other analytics data which marketers and businesses are used to dealing with, and allow them to more keenly see which video adverts are catching the attention of desired audiences and which are not.

Advertising Effectiveness

These changes are to be rolled out to businesses and webmasters from March 2015 onwards, and could revolutionise the effectiveness of video advertising. Up until now, marketers and businesses could only gauge the effectiveness of an advert by how many clicks it garnered from visitors. This piece of data of course is helpful, as it shows how many potential customers are directly influenced enough to make a purchasing decision by a video advert, but it leaves out some critical data. For example, what if a customer watches an advert from beginning to end and then decides to visit the promoted product or service at a later date? Maybe they don’t have the time at that moment to buy a product or investigate properly, or perhaps the adverts stays in their mind enough for the customer to enquire about it at a later date? Further still, what if an advert lays some groundwork and then some other promotional material or word-of-mouth merely seals the deal later? Or what if customers are watching adverts and still not making a purchasing decision? 

The point is: knowing how many people actually see a video advert gives experienced marketers a much clearer indication of which videos work, and which do not.  

Impact on Digital Marketing

Viewability could impact digital marketing profoundly. With businesses knowing how often an advert is seen, they could then choose which sites to advertise on, clearly benefiting those which display adverts in a more accessible way. This will also mean that marketers will be able to control their budgets more effectively, ensuring that their clients are only charged by the likes of Google for adverts which gain the right amount of exposure. 

Currently there is a lot of debate about how much of an advert should be viewed before an advertiser must pay for a video. Many in the industry favour two seconds of watch time with 50% of the video screen being apparent. For some, however, this is not enough, and with these increased viewability statistics, it is likely that websites will slowly change the way they display ads so that they are watched for longer in order to maintain advertising revenue. 

Talented marketers will be able to make use of this information, ensuring that businesses reach the demographics they require to be a success.

email marketing

Find Your Customers Through Targeted Email Marketing

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Email has been around for decades. It is a mode of communication which everyone takes for granted. As a business owner, you should place great importance on that one amazing word – everyone. While some potential customers have Facebook accounts, Twitter profiles, and Youtube channels, they will all have an email account. This one fact, the sheer number of people contactable via email, is something which can be used to exponentially increase sales when explored by a talented digital marketing team.

Why You Need to Use Email Marketing

There are a number of reasons that email advertising should be used alongside other digital marketing approaches. These include:

Coverage: As already stated, email is everywhere. Anyone with an internet connection will have an email account provided by their ISP, or alternatively through services such as Yahoo or Outlook. 

Speed: Email allows for instant contact. As soon as a marketing email is sent to a potential customer, it appears in their inbox ensuring that your advertising message is received promptly. This is especially important when used to promote time dependent materials such as limited discounts.

Reinforcement: By encouraging customers to sign up for a mailing list, you increase your reach when releasing subsequent products. This allows you to contact customers who already have a track record for buying a product or service from you, reinforcing the customer/business relationship.

Targeted Marketing: The Most Important Reason To Use Email Marketing

While coverage, speed, and reinforcement are all advantageous, it is targeted marketing which really makes email advertising shine. Targeted marketing simply means that an email campaign is created and sent to a specific demographic. For example, imagine a clothes brand designed to be popular with the 16 – 24 years age group. Rather than sending emails out to everyone on a list, it is far more efficient to send such content to that demographic. This gets the information needed into the hands of those most likely to respond to it, saving time and increasing the chance of success.

Targeted email marketing doesn’t just refer simply to age. It could be any demographic of your choosing. This could include customers who have shown interest in a specific previous item or area. An email carrying information about a similar product or service could be sent directly to them. This can apply to gender, location, hobbies, purchase history, or any other demographic of which you can think.

All of the above makes email marketing a powerful tool for any business, and this type of bespoke, targeted approach is really what separates successful businesses from those which struggle. A broad marketing plan is important, but with the help of a marketing agency that knows how to implement such campaigns specifically, customised approaches to advertising really can significantly boost a brand or product’s sales incredibly.  

digital marketing business

Why Businesses Need Digital Marketing

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As another year arrives, so too do the numerous business opportunities of 2015. We’ve already discussed the trends to look out for over the next twelve months, and in doing so we see one overarching trend to rule them all: digital marketing is at the core of almost every marketing innovation on the planet.  Whether you’re a small local business looking to engage with potential customers nearby, or a worldwide organisation hoping to develop a brand on a global scale, it is only through an expertly conceived digital marketing campaign that these goals can be achieved.

It’s an easy thing to claim, but it’s even easier to show why digital marketing is so essential. Taking the two examples of a local business and an international brand above, we can quickly see why each scenario requires a digital marketing approach in order to thrive:

The Importance of Digital Marketing to Local Businesses

For many it’s clear why larger international companies might need digital marketing, but why should a local business employ such a technique? Surely they don’t need digital engagement to encourage those nearby to use their products or services? This is the number one error being made by smaller, geographically limited businesses. If you have a small company, you need a digital marketing campaign even more-so. Social media, for example, has a huge part to play in creating positive word of mouth about a business. People in the local area, who actually know each other, will suggest services or stores they have used. In the past it was indeed just simply word of mouth, but now with a shared status on Facebook, a pinned photo on Pinterest, or a retweet on Twitter, geographically based customers can instantly recommend your business to their friends, families, and associates.

Digital marketing for local businesses goes way beyond social media and incorporates app creation and engagement, online adverts, email lists, and numerous other techniques which when employed by a top digital marketing team, can make a local business a true success. 

If Your Business is Global, You Need Digital Marketing

Global businesses need digital marketing now more than ever. There is an increasing amount of marketing white noise, where all the companies, brands, products, and services offered around the world are vying continually for the attention of the consumer – attention which it is getting more difficult by the day to capture. Consumers are overwhelmed by the amount of information they are presented with, and so reaching them, grabbing their interest, and funnelling that interest towards making a purchase is a highly competitive undertaking.

Thankfully, by hiring an expert digital marketer, businesses who either have a global brand or hope to in the future, can reach customers more readily. With a digital marketing team who know exactly how to develop a business’s visibility through carefully constructed adverts, expertly written copy, captivating applications, and innovative social media campaigns, any business owner can be confident that they are giving their brand, product, or service the best possible chance of succeeding and maximising sales.

Digital Marketing Isn’t Just the Future

Whether local or global, small or large, a business thrives only by staying relevant and moving with the times. Digital marketing is the future, but it’s more than that – it’s the present. It’s here now, and being used by your competitors to move customers towards their businesses. In order to stay in the game, you have to play it, and your business can only do that well with a digital marketing campaign at its heart.

Mobile apps marketing trends technology

Which Marketing Apps and Technologies Will Take 2015 by Storm?

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Digital marketing is always a fluid and ever-changing force in the world of advertising. In 2015, therefore, there will be a number of key innovations which will continue to alter the way businesses use digital marketing to increase their sales and expand their brands. 

These will include:

Health Apps: Apple, Google, and Samsung are all vying to create products in the health sector. This involves, not just hardware, but software which can use these new technologies as a selling platforms. Many of these apps will not even require brand new hardware, as current generation smartphones already contain some of the required technologies to allow users to keep track of their health and fitness goals. Whether it is a heart-rate monitor, blood pressure sensor, or calorie counter, digital marketers will be increasingly involved in this booming sector throughout 2015.

Wearable Tech: In tandem with the above, new forms of wearable technology will change the way marketers engage with customers forever. Smartwatches and even clothes with digital displays are on their way, and when they arrive it will transform the way personalised advertising is offered. This is a real game-changer and will allow companies to develop new applications and new advertisements specifically for wearable devices. This technology has been in its infancy for a while, but in 2015 there is no doubt that it is ready to truly make the impact it deserves.

Ibeacon: Through using the Bluetooth signals of customer mobile phones, retailers will engage with those in the local vicinity by providing information about nearby products they might be interested in. Unique deals and helpful guides about what to buy are all possibilities for marketers using this new medium. Furthermore, this will open up the possibility of retailer specific apps which respond when in stores. Once installed, retailers will be able to send enticing advertising content to customers even when they are off-site. This could exponentially increase the number of possible customers affected by advertising strategies. 

Entertainment Apps: The number of people using subscriber based streaming apps is increasing. On top of this, there are new applications being developed which allow customers to watch video content without a subscription, with revenues raised through adverts. These adverts are going to be a great way to engage with customers in 2015. Not only will they potentially reach millions of people, but they will be clickable from within mobile devices and desktop PCs, allowing customers to go directly to a product, read more about it, and then even buy it instantly. It is this type of immediate interaction which businesses should be taking advantage of in 2015 and beyond.

These apps and technologies are going to impress themselves on businesses throughout the year and beyond. In order to fully incorporate such innovations into your marketing campaign effectively, it’s imperative that you contact a digital marketing expert who can, not only increase your sales through knowledge of these developments, but also future proof your business for other innovations yet to appear.

The importance of christmas social media campaigns

The Importance of Christmas Social Media Campaigns

By | Digital Marketing, Food for thought, Social Media | No Comments

For many businesses, Christmas is the most important time of the year. It is that part of the annual calendar which significantly increases the amounts customers spend, and it is also the time when many retailers, for example, make their biggest profits. Unfortunately, it is also the time of the year when there is more advertising materials on offer than ever before, and so companies can easily get lost in the noise, failing to find their voice and get their brand message out to potential customers.

For this reason, marketers are increasingly relying on social media campaigns at Christmas. The importance of a festive online marketing plan cannot be underestimated, and it is one which can be applied, not just to Christmas, but to the post-Christmas sales as well, creating lasting customer loyalty.

Three reasons to use a Christmas social media campaign, include:

Reach: There are two ways to effectively reach an audience – throw money at the problem to buy premium advertising space, or to start from the ground up and engage with potential customers through a grassroots campaign. The latter is highly effective, and also much more cost effective. Social media platforms allow businesses to deliver advertising straight to a chosen demographic without paying exorbitant fees. Nearly 30% of customers claim that social media is one of their main ways to learn about a product, and over 50% use such platforms to engage with brands they like. These vast numbers cannot be ignored.

Meaningful Interactions: By doing more than just delivering an advert, social media allows a company to interact with customers, creating a high level of worth in customer-business relationships. By making social media posts which actively encourage customer participation, this cements a brand or product in the memory and attention of potentially thousands of individuals. Of course to do this most effectively, hiring a social media and digital marketing expert is key. This ensures that each social media campaign has a strong brand message and is as efficient as possible at creating new customers.

Loyalty: Since Christmas is the time when customers do more shopping than at any other point during the year, it follows that new customer brand loyalties are forged more so in the build up to December than any other month. Christmas is therefore a great opportunity to give a customer their first experience of your brand, product, and customer service. By making a great, lasting impression, a business can expect to see these new customers come back for further purchases throughout the year. Social media by itself is a phenomenal follow-up platform, which allows for innovative interactions which will solidify this loyalty, encouraging customers to come back for more.

Christmas is the most wonderful time of the year, for a number of reasons. Make it your business’s most profitable and lucrative season by using a brilliant social media marketing strategy to elevate every aspect of your sales and brand reach. 

Proximity Marketing To Take Hold in 2015

Proximity Marketing To Take Hold in 2015

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There will be many marketing trends to come to the fore in 2015, indeed we talked about them recently. One trend which deserves a blog post of its own, however, is proximity marketing, as it is one which could be extremely profitable in the coming year.

What is Proximity Marketing?

Also known as “beacon marketing”, proximity marketing involves targeting potential customers with advertising based on their geographic location, usually with a radius of about a hundred metres. This involves delivering personalised adverts to each potential customer through a variety of mediums, enticing them to make a purchasing decision in the immediate future.

To work effectively, proximity marketing needs to be put in place when a person is on site, in a super market for example, or another retailer, or in the local vicinity. When an individual is close enough they can either be presented with nearby audio and visual adverts via screens, or through their mobile devices. For years marketers have been targeting shoppers based on the cookies on their computers, this is essentially taking this concept and applying it to a physical shopping scenario.

Beacon marketing doesn’t just refer to being on site. It can also apply to a customer’s general location, so they can be supplied with marketing material relevant to that area. Whether it is a local restaurant, newsagents, petrol station, or sprawling supermarket, companies can try to entice potential customers who live nearby to visit their local stores and make a purchase.

Is it the Future?

We don’t need to think of proximity marketing as being something which exists in some far off distant future – the technology is here, and major companies are implementing it. In 2014, a substantial number of retailers stated that they would be employing proximity marketing by using targeted mobile adverts to funnel customers to their businesses.

In 2015 alone, there will be a substantial surge in proximity marketing, with customers becoming increasingly used to seeing promotional materials for products and services which are available locally. Chains such as John Lewis, Tesco, and Asda will be incorporating proximity marketing into their business strategies for the year. Many high level brands are turning to expert digital marketers who already have the infrastructure in place to take advantage of proximity marketing, increasing sales exponentially.

The Age of the Customer

While businesses are reorganising their marketing strategies around this new technology, it is the customer who will truly benefit. With so many products and services out there, it can be difficult to know exactly which brand to choose and which product to purchase. By using proximity and beacon marketing, companies allow their customers to receive up-to-date personalised shopping information which is truly useful. More importantly, as more and more proximity marketing campaigns showcase what’s on offer, the greater the number of customers there will be who will trust that company’s advice, taking it again in the future.

2015 is going to be a bright year for proximity marketing. Don’t miss out, and make sure you incorporate an effective digital marketing campaign throughout the year to maximise your sales.

e-commerce trends 2015 marketing

5 E-commerce Trends of 2015 You Need to Know

By | Digital Marketing, Mobile, Mobile Commerce, Social Media | No Comments

Situating your business in the growing competitive world of online marketing is a tricky act to pull off. Year by year there are more businesses operating online engaging in advanced advertising techniques, and so keeping up with competitors can be a real challenge. Worse still, each year there are innovative trends shaping the way customers and businesses interact – without staying ahead of the game and informed on these latest developments a business, regardless of industry, can quickly and easily become irrelevant.

While the best solution for any business is to contact a leading digital marketing agency, it is always helpful to have an awareness of the market changes taking place so as to more effectively work with advertising experts to reach maximum effectiveness. 

With this in mind, let’s take a look at the top 5 E-commerce trends of 2015 that you need to know.

#1 Mobile Developments

2015 will see another huge leap in the number of customers engaging with businesses via mobile devices. Whether it is a tablet or a smartphone, consumers will expect to be able to interact with a product or service “on the go”, always connected, and always able to make purchasing decisions wherever they are. 

#2 Personalisation

Having an infrastructure in place which allows a customer to buy the products they want will no longer be enough. Any business with an online component will have to ensure that their service is bespoke and will deliver exclusive, customised content to an individual based on their tastes, demographic, and previous purchases. Brands will want to remove themselves from the background noise of so many competitors and really stand out with marketing and digital interactions which are unique, memorable, and, most importantly, useful to the customer.

#3 Copywriting Standards

There is no doubt that video, animation, and graphic design will increase their impact throughout 2015, but copywriting will remain a key way to engage with customers. Marketing campaigns designed to accentuate unique selling points and grab a potential customer’s interest will be central to outperforming competitors. This will be achieved with smart, innovative copwriting techniques which will encourage first time buyers to engage with a product or service, while ensuring that previous customers return in the future. 

#4 New Devices

Over the past decade mobile devices have revolutionised the customer/business relationship. In 2015, a new technology is on the horizon ready to do the same all over again. That innovation is wearable technology and, while it has been around since 2013, it is 2015 when it will come out of its infancy and make a lasting impression on the marketing world. Smartwatches are just the beginning, and by incorporating a revolutionary marketing team with knowledge of what’s coming, a company will be able to get in on the ground floor and establish themselves in this niche before the rest.

#5 Omni-Channel Marketing

Finally, omni-channel retail and marketing will be key. As we mentioned in a previous blog article, marketing and engaging with customers in a seamless way which translates to all devices, mediums, and venues is becoming increasingly common. In 2015, customers will expect to be able to receive the same service from a company whether they are in their physical store or using their application on a tablet. The service should be seamless, as should the advertising message being delivered to customers across all platforms.

Driving Innovation

For an organisation to succeed, and to remain healthy, it must adapt to the changing trends in the business world. In order to do this and truly benefit from the above, contacting a reputable digital marketing agency is not only advisable, it is essential.

Twitter mobile retargeting social media money

Twitter Announces Mobile Re-Targeting With Tailored Audiences

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A New Avenue For Marketers and Business Owners

In a recent blog post, Twitter has announced that it is ready to bring its “Tailored Audiences” marketing tools to mobile platforms. This move opens the door for businesses which have created their own mobile apps, to deliver key marketing information to their install-base. With this innovation, Twitter hopes to build on its proven tailored audiences approach, and serve its users with more relevant adverts pertaining directly to the apps and content which they use. 

It’s win-win for marketers and consumers alike, as this new form of advertising technology brings businesses and potential customers together through targeted promotional material.

How Tailored Audiences Works

Twitter’s tailored audiences for mobile apps allows advertisers, marketers, and businesses to target specific demographics with ad content. This increases the visibility of their products/services amongst the potential customer-base they deem most important.

Just like their standard tailored audiences service, the mobile apps version displays adverts to Twitter users based on the content they have previously perused, usually via an installed app on a mobile device. Each time someone visits Twitter, this then allows similar content to be showcased directly to the users most likely to be interested in a specific product.

Essentially, Twitter’s tailored audiences for mobile apps does three critical things:

It helps marketers find new customers.

It allows marketers to engage with existing customers in a variety of bespoke ways.

It helps drive users towards making a purchase decision.

It’s easy to see then why so many are excited by the benefits this form of targeted advertising offers. Rather than paying for adverts which may or may not be viewed by important demographics, advertisers can exponentially increase the effectiveness of their campaigns by choosing who does and does not see their promotional material.

The Advantages of Twitter’s Tailored Audiences

Since 2013, Twitter has been experimenting with tailored audiences to great success.  In previous in-house studies, Twitter has shown that companies can significantly increase their conversion rates by as much as 195%. For marketers, this is an essential avenue, and one which holds great potential for those who incorporate it into their business strategy. 

The advantages of Twitter’s tailored audiences for mobile apps, include:

Being able to re-target potential customers who showed interest in a product, but did not make a purchasing decision.

Specifically targeting customers who have installed an app, but not used it yet.

Avoiding showing adverts to those who have installed an app, targeting those who have not.

Encouraging app users to become Twitter followers, increasing social media reach.

Displaying adverts to key demographics interested in a specific type of product or service.

Twitter’s Tailored Audiences Innovations Are Brilliant

Twitter has over 200 million regular users, and this number continues to grow each day. For advertisers to now be able to directly reach large portions of this user-base, specifically those interested in their area of business, it is a hugely important development, and one which every marketer should incorporate into their online advertising strategies.


Digital vs Traditional Marketing

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For a business, marketing is but one of the most important ingredients in attracting and maintaining new customers. With competition continuously increasing each day, it’s crucial that your marketing strategies are effective and gives you return of investments – and efforts – as well.

As time has evolved, means of marketing has drastically changed. From traditional marketing, today, technology has already given any business a vast set of tools to efficiently grow their business. On the marketing side, one of these is social media marketing.

For those who haven’t delved into it yet, as the word denotes, it’s the new means of reaching to your existing and possible customers – through the likes of Facebook, Twitter and Instagram.

While in the past decades, advertising through television, radio and print media (such as newspapers, magazines and catalogues) have worked, it’s about time for you, as a business to know how your consumers are changing the way they want to get information. Internet is the new way to interact. And to be more specific, here are the advantages of social media marketing versus traditional marketing.

Ease of setup
With creating an advertisement for television, radio or print, how many departments or people from the media company did you have to go through to fulfill a minute’s worth of advertisement? That span of time plus the preparation you or your marketing team made in creating the ad itself can get so time consuming. With social media marketing, all you need is a few minutes to create your accounts. Of course, it would still need creativity to engage your target customers, but everything is under your control.

A minute or two of advertisement on television or radio, or a quarter of a page of a newspaper or magazine can cost you hundreds or thousands of dollars. That even depends if you are advertising on a primetime show or not, or if your print ad will appear on the banner or on the inside pages. The cost varies and fluctuates. Meanwhile, with social media, setting up an account is free and your costs can focus on how you can create an engaging content.

So you’ve placed an advertisement during the superbowl, and a lot of people has seen it. Did it work? How do you know it worked? Were you sure that you captured your specific audience? The disadvantage with traditional marketing is its lack of capability to measure results, and you are doing this at a costly price. On the other hand, with social media, you can see how many people liked or retweeted a post, and through analytics, you can see how many clicks a link has earned. Apart from that, such kind of marketing can also bring traffic to your website.

When a viewer sees an advertisement of your business, they get to know your brand and your products, but there is really no form of interaction. Today, that gap is being addressed by social media. Brands on social media get the chance to quickly respond to customers’ queries. Like if they ask about your next sale, you can quickly respond. Or, also, you would get instant feedbacks or requests. Take for example, through such platforms, you will find out that a number of customers in a specific city wants your services. Through these forms of interaction, you would also get to act on the needs and wants of your customers and promote loyalty.

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