Digital Plumbing

Throughout my relatively short career in digital media I’ve had to battle through all sorts of challenges with convincing clients of the importance of digital. I have memories of the TV lads pretending we’re the IT help desk, asking for us to fix their computers; what hope do you have of persuading clients to take digital seriously when even internally you’re getting mixed up with the IT team?!

Thankfully we’re now at a stage where the majority of clients value digital. We’re somewhere between 25% – 30% of media investment allocation across the majority of clients. The challenge we’re taking on now as an industry is not just ticking digital off with some banner ads (no one gets a shiny star for that anymore), we need to ensure clients are using digital effectively by providing the very best advice we can based on their needs.

The most common mistake agencies make when client servicing is to assume their clients know and understand what their digital needs are. We often deliver what clients ask for when we should be the ones advising them on what they need. This often leads to fueling brand vanity, over-focusing on trying to make people fall in love with us, when we should really be focusing on being lovable.

Essential priorities

When renovating a house you wouldn’t just jump to the fun parts would you? Building a shiny conservatory and picking out a TV before fixing up the electric and installing a boiler, that would be incredibly naive.

Well that’s what far too many marketers are doing within digital, assuming the digital essentials are covered already and jumping to the glossy brand campaigns on the Sydney Morning Herald homepage.

Ironically after often being confused with the IT team, as years have gone by the role of a digital media professional increasingly integrates with our client’s IT infrastructure. As PWC noted in July this year, two out of three marketers are seeing a shift in investment from bought media into owned channels. The industry is maturing, and we’re increasing our focus on getting our house in order. Lay the groundwork to get the best business results out of great innovative campaigns.

What’s the essential plumbing I need to cover? 

Here’s five questions you need to ask of your client’s business before even thinking of investing big in media to attract incremental audience:

  1. Are we mobile optimised?

This year we’ll see mobile internet consumption overtake desktop for the first time, and it’s likely that those brands with a younger audience skew have already gone past that threshold.

Despite such large mobile consumption, it’s staggering that many businesses continue to force their users to put up with the scrunched up desktop version of the site on their small screen, and still expect to drive sales. See the Domino’s example below, which site do you think sells more Pizza? Cater the user experience to the device, make it as easy as possible for people to give you their money.

Dominos Pizza Mobile optimised vs Standard site
Domino’s Pizza Mobile optimised vs standard site

2.  Can we make it easier for our customers to buy?

Similar to mobile optimisation, make sure your site is as intuitive to use as possible, don’t assume that visitors love your product so much that they’ll tolerate a bad customer experience. Amazon invest bucket loads to improve their user experience, and how easy is it to spend money on Amazon? Just vising the site makes me want to read more.

amazon-435-cs013113If you make 10,000 sales a month with a cost per sale of $25 that’s a media cost of $250,000. If you wanted to double your sales per month you’re likely to find it a lot cheaper to improve your site’s visit/purchase rate through simplifying the user journey on the site, rather than just spending an extra $250,000 every month in media.

If a marketer were to assume the essentials were already covered they’re likely to think their site is as good as it’s always going to be, doubling their investment would then appear like the only option. This is why we need to work more collaboratively with clients to deliver relevant recommendations rather than just answering a media brief.

3.  Are we easily found by those who are looking?

If you’re going to invest in getting people through to your site through paid media then a good first option is to make sure you’re making the most of organic search. We spend far too much focus (and money!) on convincing people to come to us and tend to overlook servicing those who are already keen. It’s like walking into a restaurant and finding all the staff are stood outside handing out menus.

Ski jacket

Whatever goods or service your website offers, there will always be a base demand of people who just need their problem answering with a relevant solution. If you don’t have anyone who needs your service then you have bigger business problems! You need to grab this opportunity firmly as these people are not brand loyal. You haven’t eased them down the purchase funnel and they just want a quick fix to their need – if you’re not visible then they’ll simply pick your competitors for their product based requirement.

Make sure your site is visible for relevant searches by investing in SEO consultancy, then build useful, relevant site content to capture incremental search traffic from an interested audience.

4.  Are you finding and capturing people who show interest?

If in the real world you could hear every time someone mentioned they were interested in your products you’d jump at the chance to take advantage.

You want taxi boat?!
You want taxi boat?!

If you’ve ever been to the islands in Thailand imagine how much the annoying, noisy longboat drivers would love it if they had a way of detecting exactly who ACTUALLY wanted a ride as opposed to asking everyone who walked past on the off chance?

In digital we can do this, but it’s often overlooked as we prefer trying to convince the whole island that they want a boat ride.

People search for brands, tweet about brands and read about brands; all simple to reach through advanced targeting and you’re able to deliver a bespoke message when relevant. It might not deliver huge volumes of traffic but by leaving it running constantly you’ve always got your ear to the ground.

5.  Are you retargeting your site visitors?

Even if your site is highly visible and a dream to navigate, there’s lots of reasons why people might not purchase on the first visit. Maybe their bus has just arrived? Lunch break has finished? Waiting till payday? Too scared to buy without consulting the wife? Or maybe even for some reason people are not completely in love with your product and they want to shop around the competition before they decide.

A massive assumption often made is that people will remember to come back to you, and that they’ll even remember what they were looking for in the first place. With the right tagging on your site you’ll be able to cookie your visitors and find them again with either display media or search ads.

The first step would be to tag everyone and give them a one size fits all brand message to direct them back to the homepage; that’s just the tip of the iceberg though, you can get really specific with your targets and messaging. Why not target someone specifically with the products they viewed and bring them back to those specific products? Or even target based on the recency that they visited?

Companies such as AdRoll and Criteo specialise in offering this type of service; and if you wonder just how deep and precise retargeting can get, AdRoll even published a jaw dropping 192 page Retargeting Playbook!

Summary

Both improving your owned media and prioritising wannabe customers will deliver your most efficient sales, as these are your lowest hanging fruit. Everything you can do to enhance the user experience will make your paid media work harder for your client’s business. Create a superb brand experience that you can be proud of before you invite people in!

@martynshaw

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Author: Martyn Shaw

Senior Product Marketing Specialist for Telstra in Singapore. Previously working in Sydney, originating from the UK and recently relocated to Singapore. Interested in marketing tech developments, media landscape changes and the effect both have on measurable outcomes.

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