With Christmas nearly upon us I was wondering what presents digital marketers would like to find in their stockings. A perennial favourite toy across the world is Lego and, whilst we’re probably a bit too old/busy/grown up to get any this year, the joy and wonder of the little bricks is brought to life with these fantastic advertisements from 2006.
Then I began thinking that, just like some children these days, digital marketers have too many toys to play with. We should play more often with the fantastic tools we have or we should be using our imagination to make the most of them.
Display Advertising - Just add imagination
What do you see when you look at a 728 x 90 Leaderboard display ad - just some pixels (a digital Lego Brick?) or a wonderfully flexible and creative marketing format?
Here are some games you can play long into the New Year with your digital ad inventory:
- Frequency capping – it’s amazing how many campaigns still get deployed in a wasteful, sub-optimal way...work out how many times people need to see an add before it wears out, and make sure your ad budget goes further by serving it to somebody else
- Format testing – so they didn’t click on a leaderboard, so re-assemble the pixels into a sky or an MPU and measure the impact of format on response (interactions or clicks...you choose).
- Contextual targeting – find out from publishers how they can deliver ads based on page content and do some playing (testing). The click-through rate uplift should pay for the incremental costs and your conversion rates should grow too.
- Behavioural targeting – make 2010 the year that you unwrap individually targeted ad deployment. It will mean that you can alter your creative to suit people who are in different stages of the consideration and purchase funnel, based on what they have been viewing and clicking recently.
Email recipients are like snowflakes - every one is different
What do you see when you look at an email address? Just another name to blast a standard message to? The wide-eyed marketing child will see some wonderfully exciting opportunities to create imaginative messages that make email more interesting for the customers and more successful for you.
Here are a few traditional email marketing games to get you started...fun for all the marketing family:
- Acquisition tools – if you’re renting data, ask the list owner what variables they hold and then deliver different versions of the same message. For BtoB that should be different subject lines, opening paragraphs and calls to action based on “job function” or “industry sector”. For consumers you may know their lifestyle and affluence from geo-demographic variables that list owners like Acxiom hold...have different propositions for less affluent and older prospects or use a different creative for young professionals. Let you imagination run free!
- Conversion - as digital marketers we sit on the most valuable real-time prospect data so let’s get it out of the toybox and play with it. Who clicked on an email link but did not complete a successful outcome? Who looked at deep product pages on your site but did not buy? These re-marketing campaigns should deliver 4-16 better conversion rates than one-size-fits-all messages so start building them.
- Retention – send different message programmes to your newer customers, or have a different tone of voice for purchasers of specific products. Build “personas” (imaginary friends?!) to help with your tone of voice, imagery and calls to action.
- Re-activation – how do you know when you’ve lost a customer? Probably when they’ve not bought for a specific time period. So develop a “win back” programme with the first message triggered by a “date of last purchase is more than 60 days". And be relevant...”we’ve noticed that you have not bought from us for a little while....” is a good start.
Fuel your imagination – get reading!
It’s good to know that even digital marketing kids can find pleasure in moveable type. When I was growing up the “must have” book was the BBC’s “Blue Peter” annual. This year you ought to be asking Santa to bring you the wonderfully comprehensive “Web Analytics 2.0” by Avinash Kaushik. Weighing in at more than your festive turkey, with 450 pages that gives you just over a page a day for all of 2010!
But aside from being a real “value for money” present, this book encourages us to explore our world of data. It’s partly a “how do they do that” book (go on, admit you’re not really sure how “multi-tabbed time on site is calculated, are you?), but it’s also an activity book along the lines of “what shall we do today to make sense of our marketing”. With information covering pure web analytics, analytics for search, email and social media and links to further reading it is as near to a “Boys Own Annual” that digital marketers can get.
So there you have it. Some ideas for kindling your imagination in 2010. And we’ve not even touched on multi-variate landing page testing, search marketing or social media experimentation...better leave some of those for your birthday!
Here's wishing you a peaceful Christmas and an imaginative New Year.