Social media seems to have become a buzzword. Most modern marketers would find the question “Do I need a social media strategy?” a no-brainer – as much as the noughties equivalent: “Does my company need a website?”
But what place does such a qualitative, PR-based medium have in the world of Direct Marketing? Any company writing about their latest social media success tends to talk about it in terms of top-line figures: numbers of followers, re-tweets, the number of fans accumulated within X number of hours etc. The success of social media campaigns tends to be measured from the outside, the end result. But why? Because it’s just so difficult to justify how you got there!
However, despite the fact that few marketers seem to be brave enough to utter the terms “ROI” and “social media” in the same sentence, there are platforms emerging which allow the creation and strategic tracking of social network campaigns. One such platform has been developed by the Oxford-based company EngageSciences. The software was developed from two simple premises: the first, based on market research by IBM and Experian Hitwise, is that those who ‘Like’ fan pages on social networks are most likely to do so if they know they’re getting something in return; and secondly, that successful harnessing of social media is achieved by identifying the greatest influencers amongst existing fans. A good campaign will therefore identify and maximise individual channels of potential.
In return for offers and vouchers, the individual is invited to 'Like' a Facebook page, by their friends or by the company, which then subsequently allows the EngageSciences software to track their level of interaction with the fan page and the extent to which they share this activity with their friends. Both of which, of course, vary hugely from user to user, meaning that the most ‘generous’ fans may then be segmented for targeted messaging and offers.
It does seem then that marketers are beginning to harness social media by understanding consumer motivation and embracing the mechanism upon which social networks thrive.
So, are there any other learnings to be taken from this? The day appears to have arrived where a direct marketer is forced to acknowledge the value of earning attention from its customers. ROI is increasingly becoming a reflexive concept: it is no longer the concern solely of the marketer, as customers have a greater range of brands than ever to choose from, each with a similar offering.
From here on there are two routes: the first is increasingly targeted marketing; the product of more and more sophisticated insight. And the second? Attention earned through knowing exactly what your customers will listen to. In an increasingly cluttered marketplace, it’s worth learning a thing or two about the latter.
Sarah Greaney
Analyst
Tuesday, 31 January 2012
Monday, 16 January 2012
It’s not austerity, it’s intolerance
We live, allegedly, in a world of austerity. It is accepted wisdom that all consumers are wearing hair shirts, spending no money and are as miserable as sin.
No marketing activity can overcome this. Especially on Blue Monday
From where we sit that’s patently not true. Reviewing client results this morning we see clients with 60%, 15% and 30% growth year on year. Consumers will spend, and spend on high ticket products or services. Absolute cost isn’t an issue. Perceived value is.
There isn’t universal austerity, but there is universal intolerance of poor value. And that covers relative value for prices that can be easily bench-marked, or perceived value of less easily bench-marked services.
There are obvious messaging implications of this consumer behaviour, but there are also media implications. Once again this stresses the need for an integrated media campaign to demonstrate value. Broadcast media have a role to engage consumers emotionally and break inertia; print and digital media provide rational support to the value message; and social media provide a comfort blanket of the “wisdom of crowds” reinforcing that buying decision.
That implies higher risks and bigger capital investments. But the rewards are there, even on Blue Monday!
Mike Colling
Managing Director
No marketing activity can overcome this. Especially on Blue Monday
From where we sit that’s patently not true. Reviewing client results this morning we see clients with 60%, 15% and 30% growth year on year. Consumers will spend, and spend on high ticket products or services. Absolute cost isn’t an issue. Perceived value is.
There isn’t universal austerity, but there is universal intolerance of poor value. And that covers relative value for prices that can be easily bench-marked, or perceived value of less easily bench-marked services.
There are obvious messaging implications of this consumer behaviour, but there are also media implications. Once again this stresses the need for an integrated media campaign to demonstrate value. Broadcast media have a role to engage consumers emotionally and break inertia; print and digital media provide rational support to the value message; and social media provide a comfort blanket of the “wisdom of crowds” reinforcing that buying decision.
That implies higher risks and bigger capital investments. But the rewards are there, even on Blue Monday!
Mike Colling
Managing Director
Tuesday, 3 January 2012
MC&C 2012 Predictions
Bearing in mind prediction is very difficult, especially about the future; who could have foreseen the demise of the News of the World in such torrid circumstances, it’s still worth a crack.
So here are a few pretty safe 2012 predictions - famous last words! Not surprisingly, it’s going to be a big year for TV. London 2012 Olympics, Paralympics, Euro 2012, and the digital switch over are going to make 2012 a particularly interesting year. Adam Crozier is talking down the revenue uplift but I’d have thought that they will add significantly to ITV’s coffers to enable him to make new investments in programme production. Radio and outdoor will do okay again through the Olympics’ effect although community radio will have a devil of a time surviving, however, press will continue to fall as retail continues to feel the strain. Only the Metro is in for an Olympics windfall possibly in the region of £5m.
One thing that won’t be difficult to predict is that there will a lot of happy people at Facebook. The likely $100bn internet public offering will make 1,000 people into millionaires. Thinking about social media, multi social media networks will become more popular. The improved quality of cameras in mobile phones will make the video and visual communication more compelling than just 140 characters. More significantly there will be greater convergence between social media activity and mobile devices and the need for clients’ web sites to be mobile friendly will move from a ‘nice to have’ to an absolute necessity.
Have a great 2012!
Ian Prager, Planning Director
So here are a few pretty safe 2012 predictions - famous last words! Not surprisingly, it’s going to be a big year for TV. London 2012 Olympics, Paralympics, Euro 2012, and the digital switch over are going to make 2012 a particularly interesting year. Adam Crozier is talking down the revenue uplift but I’d have thought that they will add significantly to ITV’s coffers to enable him to make new investments in programme production. Radio and outdoor will do okay again through the Olympics’ effect although community radio will have a devil of a time surviving, however, press will continue to fall as retail continues to feel the strain. Only the Metro is in for an Olympics windfall possibly in the region of £5m.
One thing that won’t be difficult to predict is that there will a lot of happy people at Facebook. The likely $100bn internet public offering will make 1,000 people into millionaires. Thinking about social media, multi social media networks will become more popular. The improved quality of cameras in mobile phones will make the video and visual communication more compelling than just 140 characters. More significantly there will be greater convergence between social media activity and mobile devices and the need for clients’ web sites to be mobile friendly will move from a ‘nice to have’ to an absolute necessity.
Have a great 2012!
Ian Prager, Planning Director
Thursday, 17 November 2011
Keeping things simple not simpler!
I attended the Financial Services Forum annual conference this Monday and found it really inspiring. A lot of what was said, although aimed at financial services clients, can be applied to most businesses.
Dave Trott creative legend who brought us the brilliant Hello Tosh campaign in the 80s talked about making things simple. To him this means talking in the language of the “punter” not the marketer. He is right when he says it’s a mark of a really clever person to take complex ideas and make them simple.
Even those who work in the world of data and analytics can learn a lot from this. This is not dumbing down but helping to formulate effective/workable communication plans based on walking in the audience’s shoes.
The next point to remember is that the marketing communication process is simple. Get noticed (impact) ask for something (communicate) and give reasons why (persuade). In these days where people receive 1,000 to 10,000 messages a day, being noticed is a massive challenge. In media planning circles coverage, frequency and continuity tend to take priority, especially for direct response products, over impact.
So, even the biggest advertiser’s share of voice in the great scheme of things is tiny. Try remembering two advertising messages from yesterday without thinking too long. It isn’t that easy is it? So let’s hear it for Dave the voice of reason in a frantic world.
Ian Prager, Planning Director
Dave Trott creative legend who brought us the brilliant Hello Tosh campaign in the 80s talked about making things simple. To him this means talking in the language of the “punter” not the marketer. He is right when he says it’s a mark of a really clever person to take complex ideas and make them simple.
Even those who work in the world of data and analytics can learn a lot from this. This is not dumbing down but helping to formulate effective/workable communication plans based on walking in the audience’s shoes.
The next point to remember is that the marketing communication process is simple. Get noticed (impact) ask for something (communicate) and give reasons why (persuade). In these days where people receive 1,000 to 10,000 messages a day, being noticed is a massive challenge. In media planning circles coverage, frequency and continuity tend to take priority, especially for direct response products, over impact.
So, even the biggest advertiser’s share of voice in the great scheme of things is tiny. Try remembering two advertising messages from yesterday without thinking too long. It isn’t that easy is it? So let’s hear it for Dave the voice of reason in a frantic world.
Ian Prager, Planning Director
Tuesday, 8 November 2011
Overhauling the DM Industry
It was announced last week that the Direct Marketing Association (DMA) has agreed, with government body DEFRA, to implement a range of measures aimed at cutting down on the amount of waste produced by direct mail.
The main change will be to the way in which people are able to opt-out of receiving advertising through their letterboxes. The current system offers consumers three options – the Mail Preference Service, the DMA’s door to door initiative and the Royal Mail equivalent – all of which will be consolidated into one website (although consumers will still need to register twice to stop both addressed and unaddressed advertising mail).
Other commitments include:
• DMA members being asked to produce all direct mail from recyclable paper that has originated from a certified sustainable source, or made from recycled paper
• The development of a carbon calculator for paper direct marketing material by the end of 2013 so that businesses can see the carbon footprint of the DM they produce
• 40% of all DM produced will have to conform to the requirements of a new industry environmental standard that will replace the BSI-endorsed waste standard PAS 2020
The commitments are in the wake of a “responsibility” deal agreed with DEFRA, following increased criticism of so-called “junk-mail” by environmental groups and will be intended by the DMA to stave off the threat of statutory regulation, which could have a highly damaging affect on mail volumes.
In our opinion, measures that will improve the perception of advertising mail in the public’s eye are to be welcomed. They should also lead to improvements in the accuracy of targeting - after all, it is in advertisers’ interest to target just those who are potential customers, rather than opting for blanket coverage. By not dropping to uninterested or actively-opposed households, we should be cutting down on wastage, saving on costs and improving ROI. We already work closely with our clients to make sure we are doing this, using up-to-date and relevant data to target just those most likely to respond. Any further improvements in targeting accuracy created by the opt-out website can only be a good thing for our clients and the industry as a whole.
Kyle Seeley
Senior Planner Buyer
The main change will be to the way in which people are able to opt-out of receiving advertising through their letterboxes. The current system offers consumers three options – the Mail Preference Service, the DMA’s door to door initiative and the Royal Mail equivalent – all of which will be consolidated into one website (although consumers will still need to register twice to stop both addressed and unaddressed advertising mail).
Other commitments include:
• DMA members being asked to produce all direct mail from recyclable paper that has originated from a certified sustainable source, or made from recycled paper
• The development of a carbon calculator for paper direct marketing material by the end of 2013 so that businesses can see the carbon footprint of the DM they produce
• 40% of all DM produced will have to conform to the requirements of a new industry environmental standard that will replace the BSI-endorsed waste standard PAS 2020
The commitments are in the wake of a “responsibility” deal agreed with DEFRA, following increased criticism of so-called “junk-mail” by environmental groups and will be intended by the DMA to stave off the threat of statutory regulation, which could have a highly damaging affect on mail volumes.
In our opinion, measures that will improve the perception of advertising mail in the public’s eye are to be welcomed. They should also lead to improvements in the accuracy of targeting - after all, it is in advertisers’ interest to target just those who are potential customers, rather than opting for blanket coverage. By not dropping to uninterested or actively-opposed households, we should be cutting down on wastage, saving on costs and improving ROI. We already work closely with our clients to make sure we are doing this, using up-to-date and relevant data to target just those most likely to respond. Any further improvements in targeting accuracy created by the opt-out website can only be a good thing for our clients and the industry as a whole.
Kyle Seeley
Senior Planner Buyer
Wednesday, 19 October 2011
Media Down Under
I’ve spent the last year living and working in Sydney, Australia, but returned to London a few weeks ago and into the open arms of MC&C. When I tell people that I wasn’t forcibly removed from the Land Down Under and actually wanted to come back to England, their reaction is usually along the lines of a high pitched ‘REALLY?!’, followed by the incredulous raising of at least one eyebrow. It’s true though, I really did miss this city, and having now experienced working in direct response media on both sides of the globe, I have also developed a deeper appreciation of how we do things over here.
After arriving in Sydney I was fortunate enough to find work quickly, and joined MediaCom on two new pieces of business they’d won. One of my clients was Australia’s largest insurer, the other a new mobile telecoms start-up, lead by a group of entrepreneurs who had been there and done it in several European countries including Germany and Spain. Joining such a renowned agency and knowing I would be working on clients with extensive budgets, I was, perhaps naively, expecting to slot in to a large, well-established team, working with clients who were well prepared for the demands of creating successful DR campaigns.
This isn’t quite how it panned out. The insurer, despite being Australia’s largest, had only started using DR advertising a few months earlier, and it soon became apparent that to them DR was the ‘black sheep’ of the marketing family. Targets were set in a very inflexible manner, with their data department struggling to supply us with accurate numbers on which to report. The telecoms client was well versed in online media, but when it came to offline found it difficult to distinguish between measuring success on DR as opposed to brand metrics, when our strategy called for a careful mix of both.
Even within the agency, the amount of work needed to make DR successful for our clients was underestimated by senior management, although this was rectified later on, with additional recruits joining from their London office. Most difficult of all though was dealing with media owners, most of whom just did not seem to fully understand that we weren’t just trying to screw them down on price (not all the time, anyway) but that we really did have cost per response and ROI targets that we needed to achieve.
By the time I left, I was exhausted, having experienced what felt like uphill battles on all fronts in the name of direct response during my time there. I would like to think I won a few of those battles, if not the war, and I expect Australia will continue to look to the UK as it wakes up to the potential power of DR.
Kyle Seeley
After arriving in Sydney I was fortunate enough to find work quickly, and joined MediaCom on two new pieces of business they’d won. One of my clients was Australia’s largest insurer, the other a new mobile telecoms start-up, lead by a group of entrepreneurs who had been there and done it in several European countries including Germany and Spain. Joining such a renowned agency and knowing I would be working on clients with extensive budgets, I was, perhaps naively, expecting to slot in to a large, well-established team, working with clients who were well prepared for the demands of creating successful DR campaigns.
This isn’t quite how it panned out. The insurer, despite being Australia’s largest, had only started using DR advertising a few months earlier, and it soon became apparent that to them DR was the ‘black sheep’ of the marketing family. Targets were set in a very inflexible manner, with their data department struggling to supply us with accurate numbers on which to report. The telecoms client was well versed in online media, but when it came to offline found it difficult to distinguish between measuring success on DR as opposed to brand metrics, when our strategy called for a careful mix of both.
Even within the agency, the amount of work needed to make DR successful for our clients was underestimated by senior management, although this was rectified later on, with additional recruits joining from their London office. Most difficult of all though was dealing with media owners, most of whom just did not seem to fully understand that we weren’t just trying to screw them down on price (not all the time, anyway) but that we really did have cost per response and ROI targets that we needed to achieve.
By the time I left, I was exhausted, having experienced what felt like uphill battles on all fronts in the name of direct response during my time there. I would like to think I won a few of those battles, if not the war, and I expect Australia will continue to look to the UK as it wakes up to the potential power of DR.
Kyle Seeley
Thursday, 13 October 2011
Google Adwords - The Process to Achieving Google Certification Status
Did you know that the sponsored ads that appear when you make a search on Google are called Pay Per Click. This paid advertising on Google is managed by Google Adwords and at Mike Colling and Company we use Adwords to manage the PPC activity for a number of our clients. For our PPC clients, the fact that we are a Google Certified Partner is an important sign of credibility but what does the process involve and how hard is it to achieve? As the newest recruit to the digital team at MC&C, I’m the latest to have been through the process.
The Google Adwords Certification Program is a test accrediting PPC experts. It proves that certified professionals can handle a PPC account. The exam is in two parts. The first one, called “Advertising Fundamentals”, asks general questions about the Google Network, PPC, the bidding system etc. The second part of the exam is a specialisation in one of the four following areas: Reporting, Display, Search and Analysis. My specialisation was in Search.
Questions are about optimising the rank of a sponsored ad, getting the best quality score for an ad, the lowest bid etc, but also about other aspects of PPC that we don’t use every day such as the billing payments and account management.
For starters, as a non-native English person, the exam is particularly challenging! And if that wasn’t enough Google pose the questions in a complicated way. Sometimes all the four answers appear to be right, but only one really is. I found that the best way to prepare for it was to study, like any exam. And to help, Google Learning Centre recommends several articles about all aspects of Adwords and provides quizzes to test your knowledge. It might just be me but for my money, the quizzes were simpler than the actual exam!
The exams take two hours to complete and with more than 100 questions per exam, that’s approximately 1 minute per question – phew! And to ensure security, the test is done on a separate browser to prevent having other windows open at the same time.
But the revision and time taken has paid off. I’m delighted to say that passed both the fundamentals and the specialisation and am now officially qualified.
If you’d like to find out more about Google Adwords and how it could help your business please get in touch at melanie@mcand.co.uk.
Melanie Houget
Online Planner/Buyer
The Google Adwords Certification Program is a test accrediting PPC experts. It proves that certified professionals can handle a PPC account. The exam is in two parts. The first one, called “Advertising Fundamentals”, asks general questions about the Google Network, PPC, the bidding system etc. The second part of the exam is a specialisation in one of the four following areas: Reporting, Display, Search and Analysis. My specialisation was in Search.
Questions are about optimising the rank of a sponsored ad, getting the best quality score for an ad, the lowest bid etc, but also about other aspects of PPC that we don’t use every day such as the billing payments and account management.
For starters, as a non-native English person, the exam is particularly challenging! And if that wasn’t enough Google pose the questions in a complicated way. Sometimes all the four answers appear to be right, but only one really is. I found that the best way to prepare for it was to study, like any exam. And to help, Google Learning Centre recommends several articles about all aspects of Adwords and provides quizzes to test your knowledge. It might just be me but for my money, the quizzes were simpler than the actual exam!
The exams take two hours to complete and with more than 100 questions per exam, that’s approximately 1 minute per question – phew! And to ensure security, the test is done on a separate browser to prevent having other windows open at the same time.
But the revision and time taken has paid off. I’m delighted to say that passed both the fundamentals and the specialisation and am now officially qualified.
If you’d like to find out more about Google Adwords and how it could help your business please get in touch at melanie@mcand.co.uk.
Melanie Houget
Online Planner/Buyer
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