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HOW CONSUMER BEHAVIOUR IS EVOLVING BECAUSE OF MOBILE
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On Sept 20th, Think with Google held a Facebook Like Q and A discussing the evolving consumer behaviour. Joshua Lowcock, EVP and chief digital officer at UM Worldwide and Bethany Poole, director of Think With Google discussed what these changes mean and the opportunities this is opening up for marketers.
SUMMARY
Consumers are shifting more and more to mobile – we have become more research obsessed and this is evident in the huge growth in mobile searches for “best” of things – “best” searches have grown over 80% in the past 2 years (Source: Micro-moments Now: Why you should be the advisor consumers are searching for” Aug 2017) and there has been a significantly higher growth for the “best” in low-consideration products like toothbrushes and shower curtains vs high consideration products like cars.
Joshua Lowcock states that there is a desperate need for consumers to find authenticity and real genuine opinions and views on things. Consumers want to understand how they are getting value, and there is a growing skepticism when they see brand advertising or general messaging. People want to get to the truth about what’s a valuable product, and what’s the right decision for them - that need for personalization and relevance to them in the moment as opposed to “what are you trying to sell me or trying to tell me as a mass consumer”.
We really are an impatient, on-demand generation where we want things _right now_. The mobile side of things gets interesting - as marketers, we are seeing location playing an increasingly important role in consumers’ expectation that marketers know _what they are searching for_ in that moment, _which device they are on_ and _where they are_ e.g. We will search for “Where is the nearest {store} to me.” The expectation is brands and companies know exactly where you are, and that you want to know the nearest location to you. As a result of this expectations on brands and marketers to know what they are looking for and where they are, consumers are also increasingly dropping that “near me” part of searches.
There is so much data available to us as marketers, and consumers are waking up to the fact that if this data is available, they except marketers to be using it to make their lives easier and simpler, and to answer their questions, and communicate with them in personal meaningful ways.

Q AND A
How Is This Shift To Mobile Changing What You Do On A Day-to-day Basis?
Mobile is a media channel as well as a source of data so one of the things we specifically are being very diligent on and passionate about it using mobile as an insight platform and not just a media platform for communication. More than half the time is now spent on a mobile device and what we can now understand is where people are at in their journey, where their location is, are they in store are they not in store, are they passing by the store? Marketing should be driving sales, and mobile can help determine if marketing efforts are driving people into the store, because if it is, and sales aren’t happening, it can help identify another problem in the organization that media cant control.

Which Brands Have Done The Best Jobs At Adapting To The Needs Of These Micro Moments. How Do We Create Content That Speaks To These Moments Without Bragging About Or Touting Your Brand?
Find the right data to be personal, relevant and intimate without being creepy. The real power for brands comes from being personal, and relevant to reach consumers in that micro-moment, and there is a real trade-off between mass marketing and personalized marketing with dynamic creative. E.g. If you are doing programmatic spend without creative personalization, you’re not getting the value of all that data and being able to communicate with someone in that micro-moment. Serving an ad that is relevant to the time of the day, someone’s location, and also environmental factors will be far more effective than a generic mass message. We are in the age of _assistance_.
How Do You Reveal The Key Micro-moments? What Are The Key Metrics To Detect Them On Ecommerce For Desktop And Mobile Users?
In micro-moments, what we are looking for, as a marketer is scale. So micro-moments are important, but in order to have impact from media, you need to be able to reach people at scale. E.g. in the US there are tens of thousand of people who have milestone birthdays a year, so that is a micro-moment that can also be scaled.

What Are Main Challenges Of Working With Omni-channel Media In Micro-moments?
The digital industry is obsessed with the fact that some parts of media are full of waste and that it’s a bad thing, but it’s not necessarily. There is value in mass reach audiences, but they have to be complimentary, to personalized interaction. TV, radio, out of home can drive great mass awareness and engagement – and then the micro-moments are intimate and personal, and relevant to the individual in that one-on-one time. It’s important to understand which touch-points are driving people from one channel to the next - all media interacts with each other, and it’s about taking advantage of personalization opportunities within each platform.

What’s The Difference Between Micro-moment Mentality For Voice Search Vs. Mobile Search? How Do Brands Think About Those Two Things?
First, brands must get active and passionate about voice search. The biggest challenge in voice search micro-moments is there is usually only ever one answer, one result. If you’re not playing in that space, you’re going to miss out. You need to give people the right answer at the right time – there’s really no second chance. If someone asks in a voice search, “what is the best toothbrush” they wont be given 400 answers, there will only be one – the one that is determined to be the most relevant in that moment, and if brands aren’t figuring out voice search, they are going to have brand and marketing challenges in the future.

What Should Marketers Be Focused On In 2018?
* Ensuring your brand is making authentic consumer connections. Work with creators, and influencers and look at the way you are communicating with consumers. It’s not a one-way communication.
* Find the right canvas for mobile. Mobile is a fantastic platform for being in the micro-moment, but the creative environment on mobile is restrictive, and not great for “romancing” consumers and telling stories – brands need to discover better ways to tell stories on mobile.
This is a summary of Think With Google’s Facebook Live on September 20th 2017. The full video can be viewed here.

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  • Your Estimated Conversions – On Safari!
  • YOUR ESTIMATED CONVERSIONS – ON SAFARI!
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    As many of you probably noticed, AdWords has announced a change to the way they calculate conversions. It’s caused a lot of confusion among SEM/PPC professionals, as the announcement was quite vague and didn’t really talk about why this is happening.

    In brief, this is what’s going on:

    * * Auto-tagging will now store a cookie in a new Google Analytics cookie on your website and if you link your AdWords and Analytics accounts, the AdWords conversion tracking will be able to use the GCLID from the Google Analytics cookie. * * Google will begin modeling conversions and adding those modeled conversions into the regular conversions column, similar to how it used to create estimated conversions in the past. WHY WOULD GOOGLE DO THIS? Don’t we want specific, one-to-one click to conversion behaviour in our measurements?

    The reason for the change is in response to an update from Apple. Apple’s main browser, Safari will soon passively prevent tracking, called Intelligent Tracking Prevention, and it will impact AdWords (and many other platforms) reporting on the Safari browser. This would directly affect your conversion metrics, particularly for conversions taking place on iPhones, and must be accounted for.
    To account for these conversions while still respecting user privacy in-browser, Google will use statistical modelling to estimate website conversions that can’t be measured from Safari and will include them in your AdWords reporting.

    Google confirms that this model will ONLY be deployed for conversions that cannot be measured. Any other conversion will be measured as usual. This includes conversions from Google Analytics, so if your AdWords is linked to Google Analytics, it’s likely that no modeling will be necessary.

    There will be no segmentation or way of separating the modeled conversions within the Conversions column.

    The change is taking place now and in the next month or so will happen automatically.

    WHAT DOES THIS MEAN FOR OUR CLIENTS?

    For Mediative clients, we already use Google Analytics tracking for many of our programs because so many of them are multichannel. For Enterprise programs blending search, programmatic display and Facebook advertising, we use multiple different tag systems to pull in traffic and measure ecomm purchases, leads or priority content consumption. For app downloads, we bypass analytics and use data connected directly to the app, which so far should not be affected by this change.

    We recognize that it is possible for modelled conversions to over-report rather than under-report. So while we have confidence in Google’s statistical modelling, we plan to observe closely and prep for sudden increases in reported conversions. There isn’t enough detailed information to forecast farther on things like impact to CPA or automated bids, but we do expect to monitor fluctuations in total conversions measured and total paid traffic from Safari.

    Julia Vyse on linkedin
    Julia Vyse
    When not in the Adwords UI, Julia can be found in jazz clubs and music festivals listening to music, celebrating music, writing about music and generally enjoying music. Possibly as a result, she is not a morning person.

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  • Case Study – LinkedIn campaign expands reach and conversions
  • LINKEDIN CAMPAIGN EXPANDS REACH AND CONVERSIONS AT REDUCED CPA COMPARED TO GOOGLE
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    THE CHALLENGE

    Mediative’s client, Ruby Receptionists® has provided personalized live, remote receptionist services to small businesses throughout North America since 2003. During 2016, Ruby collected Salesforce data and identified several verticals that showed the strongest opportunity to convert leads into sales. They wanted to capitalize on this through Mediative’s PPC efforts moving into 2017.

    Ruby’s AdWords account had an existing search campaign, however due to its poorer performance relative to the other non-branded campaign in the account, it was only activated when additional budget permitted. With Ruby’s new request, the challenge now became finding ways to target individuals by vertical that provided higher conversion volumes at a lower cost than the current vertical campaign.

    THE SOLUTION

    To meet this challenge we revamped the current vertical search campaign by updating the keywords, ad copy and landing pages to include vertical specific keywords, increasing ad and landing page relevance across the campaign. Prior to the revamp, the ad copy and landing pages in each vertical specific ad group was very generic and didn’t cater to vertical specific searches.

    We then applied our learnings from this campaign to a similar campaign on LinkedIn, targeting each of the verticals and using the same vertical specific landing pages as with the Google search campaign. Due to LinkedIn’s very precise targeting, we were able to serve ads to large groups of vertical specific individuals, expanding our reach and conversion volumes, and converting at a much lower cost.

    THE RESULTS
    * After one month of testing and optimization, the conversion rates of the vertical search campaign increased 500% and CTR’s saw a 30% increase. * After three months of testing and optimization, the LinkedIn campaign not only resulted in 380% increase in conversions compared to the vertical campaign in Google, but the campaign captured these conversions at a CPA 54% lower than the average CPA from the vertical campaign in Google. * In addition, MoM Ruby’s Lifetime ROAS saw a 43% increase and YoY saw an 87% increase.

    You can also download the case study.

    If you have any questions, please ask one of Mediative’s digital marketing strategists: info@mediative.com

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  • eBook – The ultimate digital marketing success kit for the holidays
  • THE ULTIMATE DIGITAL MARKETING SUCCESS KIT FOR THE HOLIDAYS
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    TAKE YOUR HOLIDAY MARKETING CAMPAIGNS TO THE NEXT LEVEL.

    The holidays are the largest shopping season of the year, and it's the most competitive time for retailers and merchants. It is therefore very important for you to have a strong strategy in place to reach your target audience effectively.

    IN THIS FREE GUIDE YOU WILL GET TIPS ON HOW TO DRIVE MORE SALES DURING THE HOLIDAY SEASON BY IMPROVING THE FOLLOWING ASPECTS OF YOUR STRATEGY:

    * Conversion optimization (website, shopping cart, user experience for mobile). * Search marketing (SEO, PPC) * Digital Media (display advertising, retargeting) * Social, local and mobile marketing. DOWNLOAD YOUR COPY NOW!

    DRIVE MORE SALES DURING THE HOLIDAY SEASON DOWNLOAD YOUR FREE COPY
    By submitting this online form, you are entering into a written agreement with Mediative and you understand that you will be contractually bound by the Terms of Services Agreement.

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  • A whirlwind transatlantic adventure – and we even learned something!
  • eBook – Making it easier to engage with your site in 2017
  • MAKING IT EASIER TO ENGAGE WITH YOUR SITE IN 2017: A WEBSITE USER EXPERIENCE CHECKLIST
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    It’s one thing to drive traffic to your site, but for your website to be effective, you need to make it easy for customers to connect to your products and services. Improving user experience will take away the frustrations and reduce the time it takes to find the right solution to fit the searcher's needs.

    A better user experience on your site means:

    * * It's easier for potential customers to find the information or products they need, and therefore easier for them to buy from you * * Conversion rates will increase. Mediative’s New Website User Experience Checklist will help improve your website to ensure you are always looking at it from the customer’s perspective.

    The self-assessment consists of 30 questions with helpful tips on how to improve in each of the following areas:

    * * Value Proposition * Page Layout and Content * Navigation * Task Flow * Forms and Data Entry * Trust and Credibility * Mobile DOWNLOAD YOUR FREE COPY NOW!

    DOWNLOAD YOUR COPY NOW
    By submitting this online form, you are entering into a written agreement with Mediative and you understand that you will be contractually bound by the Terms of Services Agreement.

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  • Sundaes on a Monday at Mediative!
  • What did we learn at Ad Club’s Digital Day 2017?
  • 43.6% reduction in eCPA for financial institution
  • MEDIATIVE’S PROPRIETARY PERFORMANCE DISPLAY SOLUTION GENERATES 43.6% REDUCTION IN ECPA AND HIGHER ROI FOR FINANCIAL INSTITUTION
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    THE CHALLENGE

    Our client, a well-known financial institution wanted to increase on-line credit card sign-ups. The challenge facing Mediative was how to deliver the programmatic display campaign in full without compromising the eCPA expectation from the client. 

    THE SOLUTION

    * Added both remarketing and conversion tracking pixels to the client’s site in order to gather a user base and create look-alike audience segments for targeting. * Included the client’s own remarketing audience lists to extend the potential reach of the remarketing campaign. * Used a third-party ad verification service to filter potential ad fraud, minimize wasted ad impressions on high-risk ad space, improve ad quality, and drive clicks from real users. * Conducted extensive testing of our 1st party premium owned/operated audience segments in order to continually improve KPIs, re-allocating budget as needed. * Deployed day-parting and device optimization throughout the campaign, studying weekly reports to understand the traffic breakdown by Days of the Week and by Time of Day to deliver the message to the right audience at the right time on the right devices.
    THE RESULTS
    The client’s first campaign in 2016 was so successful that it justified the launch of subsequent campaigns that expanded to promote other products and services in their portfolio. The enormous performance value of the campaigns can be seen in the eCPA, which was consistently met and exceeded, and by Q2 2017, was 43.6% lower than the first campaign.

    You can also download the case study.

    If you have any questions, please ask one of Mediative’s digital marketing strategists: info@mediative.com

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  • Best Practices for Planning a Data Strategy