WHAT IS THE ROLE OF THE BANNER IN A DIGITAL STRATEGY?

WHAT IS THE ROLE OF THE BANNER IN A DIGITAL STRATEGY

Almost since I started working, the display ( banner ) has been one of the online channels you have worked more.

Although I worked with a year ago, my first serious contact was in the year 2000 when I started working in Vocento.

Since that time (my mother as the years pass!), So far, both the sector as the channel itself have evolved (much).

At first they were just a way to generate traffic. Conversion does not matter so much if these came perfect, but well. At the end of the day were not measured more than impressions and CTR (which incidentally, were impressive compared to today).

Over the years, the banners became a tool of direct conversion, and a bad measurement methodology, are only valued for direct conversions (last click) collected. Not for his contribution to the final conversion (assisted conversions). But the results more or less came, there were not many complaints.

What happens now ? The maturity of the channel, changing the habits of Internet users and, of course, the crisis affecting all have made that the results are not so good.

The overall conclusion? The banner is dead. Not at all! What has happened is that our way of doing campaigns must also evolve and many have been in the form of campaigning 8-10 years.

The ‘new’ existing techniques ( retargeting, RTB) and the evolution of digital analytics, allow us to manage our campaigns in a much more effective way, whatever our goal.

For these reasons, our understanding banner campaigns should too.

What is the role of the banner in a strategy online?

We have spent all branding ( awareness ) and low conversion, full conversion and little branding, now what?
It is not to assign a role to the banner: used to X, but not Y. This is understand the process continues until a user makes the decision to buy and think about what should be the role of the banner (which does best the banner?

I recently published a post in which he commented the results of a study on the role of each online channel in the conversion process, which could be seen clearly that the display is much more effective at the stage of consideration and little or nothing on the stage of action (final conversion), when it comes to conversions (the study does not show us the results of campaigns branding ).

I think it does not fit at all to reality . I think the study was not entirely accurate, and doing well, the percentage of late conversions (stage action ) would be higher. But if it reflects part of reality, so we must take it as a reference.

WHAT IS THE ROLE OF THE BANNER IN A DIGITAL STRATEGY

Contribution to the online channel conversion – Source: Convertro

That is, the results of the study corroborate what I said at the beginning of the post. So we add the assisted conversions, as other criteria when evaluating the results of a banner campaign focused on the conversion.

So far we have talked about what happens after the click. The user can directly convert or finish making by other means (search engines, direct traffic, etc.). We would discuss pending allocation models, but this will be discussed in another post.

But how do we measure the effect it has on the user only sees the banner and do not click?

How to measure correctly a banner campaign

I think I should begin by clarifying the four caseloads that we can find:

  • The user clicks and turns.
  • Clicks and makes no
  • See the banner and then converted by another channel.
  • See the banner and not converted.

Differences between post-click and post view

I have not found its definition in Wikipedia, but it’s pretty clear. We analyze what happens after the click (first two cases) or after we show a banner but do not click (the last two).

Through the use of cookies, we can know if the user converts after seeing a creative banner, click on it or not.

I am clear that the post views bring conversions, but also we should be wary of counting them. What extent we ‘believe us’ that the effect of seeing a banner has become a user?

If a company only makes banner campaign, it is possible that the effect of post view is more durable.

But what happens when the company has active campaigns in other channels on and off? We can not know if we have that user marked post view is over the effect of converting the banner or the rest of the campaign.

As a conclusion, we must consider whether conversions post view , but we must define its effect to the following post 48-72h banner printing.

But the contribution of the banner is not here what effect does the banner for users who have not finished becoming? Hayan clicked on the banner or not, this has influenced them in some way.

Consider all the contributions of a strategy for display throughout the purchase funnel or marketing funnel.

What brings the display at each stage of funnel and how to measure

Stage 1 awareness
There click through or not and when the user is converted, see a banner has a positive effect on the conversion process.

Helps reinforce the branding helps that we present this brand. Fundamental to finally convert (I can almost see my friend Nacho Carnes nodding .How do I measure the branding generated by a banner?

The truth is that it is not easy. Let’s see how:

In the media :
Depending on the number of impressions, banner format, position and page where it appears, its positive effects will be higher or lower.

My recommendation would give a different valuation each impression based on these criteria and then weighted. This will give you a number to become our ‘ brand score’.

So we have a reference to the contribution of each marketing branding brand.

In our web :
If you’ve been clicking is clear. We can measure the branding in the form of visits, and also if these visits are new we will be releasing a ‘new’ audience.

But if you have not clicked, we have no choice but to try to look for correlations (and causality) between banner impressions and the growth of the organic and direct traffic.

Stage 2 consideration
We can measure their participation in the final conversion in the form of assisted conversions (which we mentioned at the beginning of the post) and if there has been no conversion we can do in the form of micro conversions and increase in return visits in the organic and direct traffic.

Stage 3 action
At this stage it’s clearer. Then we can measure direct conversions (in which we have just registered an interaction (click on the banner and conversion) or in which the banner was the last click prior to conversion. As said before, we should talk about attribution models, but rather leave it for another post.

Stage 4 advocacy
At this stage it is not advisable to banner campaigns, as we have ways to communicate with our customers much cheaper (newsletters, client area on the website, etc.).

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The most important summer of Online Marketing

After the holidays begins the return to routine, and after these months in the Online Marketing there have been several developments and news of interest. I mention some of them:

The most important summer of Online Marketing

Google Authorship:

Surely you’ve noticed in the results of Google searches for the profile picture of the author + G no longer appears. Google has removed that function. The question now that you can do is: So, Google+ is losing strength?

Most people using G + was to have visibility into the network and his photo appeared in the results, as some studies received more clicks those searches where it appeared the picture of the author of the entry / web. Google has confirmed this change based on the user experience, claiming it was not of interest, and, in some cases, causing distraction. Three years has lasted this functionality, we must be attentive to possible changes in both search results and Google+, probably before the end of the year we have news.

The most important summer of Online Marketing

Google Pigeon:

Local SeoIn late July, announcing new algorithm of Google , it would affect local search: Google Pigeon. It is a very important change and consider. Currently, only affects searches in USA, but it is expected that soon the “Paloma” come to Europe. That’s why you have to be knowledgeable, attentive to change everything for you does not affect your local search. What is the goal of this new algorithm? Provide more useful, accurate and relevant results to the user. This update will improve the positioning of all the premises which are near your location.

If for example you are looking for locksmith now, “locksmiths” will appear near your location, and you will not need to put “locksmiths in Valencia”, for example. That’s why, you have to optimize your website to achieve top positions of local SEO, including Web in your local directories, appearing in Google, Google+ and Google Maps, specifying the location of your business etc.

Facebook is justified:

Long ago, in one of my articles I explained: Why, if I have 5,000 fans on Facebook has 100 visitors a publication? There have been many criticisms that have been made since the end of 2013 on account of some engagement that is achieved in the social network, unless you hire your advertising. Well, Facebook in early June was justified with this series of questions and answers answered by Brian Bolad:

Summarizing what Brian says is that the limited presence of the content of the pages because Facebook does not want to overwhelm users. According to the article, each user could have 1,500 updates per day. Thus, the famous algorithm Facebook filter this information and displays the most relevant to the user (if you come by my post, you’ll understand this part right) According to recent data, the scope of the publications pages on Facebook declined to a 6% in the month of February, and in some cases up to 2%. Furthermore, Facebook says that his intention is not economic (which managers use the advertising pages), but to improve the user experience (sure sounds like this sentence)

Twitter Analytics:

Twitter AnalyticsIn late August we received news that pleased many Community’s Managers, which is the ability to have data on its official Twitter account and posted tweets, something very important to the profession. From now on any Twitter user you can: how many people read their tweets, clicks received, comments, impressions, information of his followers … A month ago I was alone accessible to validated accounts or advertisers, but in late August, opened for other accounts.

In addition, Twitter Analytics incorporates the “Twitter cards” that allow you to monitor activity on the shared URLs. One thing to keep in mind for the times we shared our URL.

These have been the most important news this summer, good to progress in the news online positioning and social media.

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Adapt your online store to the new rules of Ecommerce

If you have an online store in Spain, you should know that a few weeks ago has come into force new regulations Ecommerce and distance selling, regulating Internet sales in our country and has as main objective to protect consumers. Although still few ecommerces have already adapted to the new law, I will indicate some of the most important points to touch, so if you analyze your business online meet the most important aspects of it.

Ecommerce

Information prior to placing the order

Before a user completes an order at your online store, you should report the main characteristics of the product or service offered, including the following information:

  • Identity of the seller including contact details, cif, trade name and data entry in the Commercial Register
  • Features of the product or service contracted
  • Delivery Order
  • Total cost, including transportation costs, payment details
  • In case of returns, report that shipping is the responsibility of the buyer
  • Report when appropriate, the existence of technical assistance and after sales service

Right of withdrawal – Returns

Perhaps this is the most important point of the new law. The right of withdrawal is defined as the right of return of the product. With the previous law, the user buying via web had 7 days to return the product purchased from now, this period is extended to 14 days. Moreover, and here is a section that I consider vital appears is that in the case of not informing consumers of this right of withdrawal , the period is automatically extended up to 12 months after the expiry of the initial period, ie, would later up to 12 months and 14 days from the date of purchase for a refund without the seller can do anything, so it is essential that you apply this standard from now. Also you must include a model withdrawal form to your web site if the user has to use.

Purchase confirmation button

One aspect that requires the new law is to inform explicitly the obligation to purchase by the Internet user when closing an order, in the case involving a payment obligation. The payment button that we must include the phrase “order with payment obligation” or a similar expression but not ambiguous but that is easily readable and indicating that placing the order entails the obligation to pay . The law also states that are valid expressions as “pay now”, “buy now” or “confirm purchase” but not valid expressions like “confirm”, “register” or “order now” if not listed this expression The consumer is not obligated to pay, so watch this item. Here I leave an example of how the confirmation button would buy:

Business calls

Most notable in this section is that a schedule for conducting sales calls ranging from 9.00 to 21.00 Monday to Friday, except public holidays are fixed. Calls must be made from a phone number that can be identified by the user, are not worth the hidden numbers to sell a product or service and also inform the start of each call the commercial purpose of the same.

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