Driving Display Results with the Right Data

Today, online display advertisers are looking for more demand for their dollar.  A good way for advertisers to reach their target audience is by using online and offline behavioral data. The strategic targeting of potential consumers is at the heart of the data revolution. It involves bringing the appropriate ad to the right user at the right time. If properly purchased and placed, data can drive increases in click-throughs, conversions and revenue. But the trick is navigating the vast data landscape by using it effectively with scale.

Data has always been part of the online advertising discussion. The major question was, “How do we use it?”  Today, a variety of data partners and exchanges, including BlueKai, Exelate and dataLogix are giving advertisers a way to better target their ads. Incorporating geographical, behavioral and demographic targeting greatly increases the probability of engaging relevant consumers.

Not sure how data targeting works? Think of your last search. Maybe you are a thirty-something female living in New York. You might see a banner ad promoting women’s apparel sales. Believe it or not, this ad was targeted specifically towards you. If data targeting were not in effect, you might have seen ads for NASCAR or menswear sales. This would not be cost-effective.

Data does have its share of question marks. What is the value of data? How much data are websites willing to release in lieu of privacy concerns? The best way to quantify what data is worth is to leverage the expertise of a robust ad network.  A leading ad network will adhere to best practices improving targeting, information management and monetization. As for privacy issues, a top-tier ad network will implement enhanced privacy protections without hindering the user experience. 

Display advertising is expected to grow by 60% in 2011, according to advertising consultants Borrell Associates. Therefore, investing in data-driven media buying is a sound strategy – as long as you have the right network to help you hit the right target.

Bridging the Culture Gap: Pitching Online Performance Marketing Abroad

Driving revenue through Search rankings requires specialized expertise in Natural Search and strategic link building. Online performance marketers based in the United States often focus their attention on procuring domestic clients. This is understandable and profitable. The number of American advertisers, publishers and SEO agencies looking to outsource SEO is stout. But as Organic Search continues to evolve globally, online marketers would be wise to expand their sales approach to target clients internationally.

As is true of any successful Search initiative, appearing relevant is essential. Online performance agencies should make a concerted effort to expand international hiring practices. For example, if you want to explore business opportunities in Italy, it would make sense from both a sales and marketing standpoint to have a Italian speaking representative make the initial introduction. The next step would be to personalize the site experience. Agencies should create translated versions of their websites, which would not only make it easier for potential clients abroad to acquaint themselves with your services but hopefully facilitate referrals. 

This past summer, Text Link Ads invested in the international hiring market with great success. After adding German and French speaking account representatives to the team, we have seen our monthly revenues in Germany and France grow by 24.7% and 57% respectively. Our reputation among existing clients in those countries has also improved significantly.

Regardless of the performance channel you are preparing to pitch abroad, making a relevant approach is important. It will help you drive revenue through rankings but also through cultural respect and familiarity.

Logo a No Go – The Gap and Online Brand Worth

In a classic branding example of “If it ain’t broke, why in the world are you fixing it”, Gap changed its logo last week and search space exploded with negativity. Gap’s Facebook page fanned the flames of logo anger with the vast majority of users opted to “Like” the old logo. Though Gap CEO Marka Hansen wrote an op-ed for the Huffington Post defending her decision, the social outrage appears to have taken its toll. Hansen is inviting loyal Gap customers to come up with replacement logo concepts. While that is a clever corrective marketing strategy, Hansen should be more concerned with the damage this logo fiasco has caused the Gap brand online.

It would have behooved Hansen to consider what the Gap’s brand image was worth before she put this marketing mishap in motion. If she utilized a brand calculator to gage the value of the Gap’s online reputation, perhaps she would have thought twice about revamping the logo. Online performance marketers should utilize a brand calculator to help their clients, small and large businesses alike, avoid a similar, unnecessary rebranding nightmare.

That Movie about that Facebook Guy

This weekend, The Social Network opened in theaters nationwide. You would have to be living under a rock not to know its Aaron Sorkin’s take on Mark Zuckerberg’s rise to Facebook power. Apparently, the Zuckerberg “character” comes off as a bit of a manipulative meanie . He double crosses his friends, actual human friends, and business partners to keep Facebook his baby. Whatever. Let’s face facts – the movie is gonna make a bejillion dollars.

I don’t have a Facebook account so I’m not Zuckerberg’s friend. I doubt I’ll fork over the $10 to see the film. Those two statements put me in smack dab in the public minority. In fact when I first heard a Facebook movie was in the works, I was tempted to place myself under house arrest. But love him or loathe him, (I’m rather apathetic to him myself) Zuckerberg tapped into something huge. The term “game-changer” is often frivolously tossed around in marketing circles. Facebook has been that in spades.

Indeed, it seems like social media is everywhere. Those of us in the performance marketing game understand its usefulness better than most to leverage audience engagement and enhance brand worth. While it’s true that Facebook has undergone its share of drama this year in lieu of privacy issues and “Open Graph” features, it is still a juggernaut that has helped drive campaign results.  And now it’s driving movie profit results. Good for Hoodie, though I’m sure he’s not going to “Like” his new cinematic fame.