Navigating the Marketing Maze: Common Errors and How to Avoid Them

In the fast-moving world of marketing, staying ahead of the curve is absolutely vital for success. 

However, even the most seasoned marketers can fall prey to common pitfalls that hinder their efforts. In this blog post, we'll explore some of the most prevalent marketing errors and provide valuable insights on how to steer clear of them.

Neglecting Target Audience Research:

One of the cardinal sins in marketing is overlooking the importance of understanding your target audience. Failing to conduct thorough research can lead to misguided campaigns that miss the mark. To avoid this error, invest time and resources in comprehensive market research. Identify your audience's needs, preferences, and pain points, ensuring your marketing efforts resonate with them.

Inconsistent Branding:

Inconsistency in branding can dilute your message and confuse consumers. Ensure a cohesive brand image across all channels, from social media to traditional advertising. Develop brand guidelines to maintain consistency in visual elements, tone, and messaging. A unified brand presence builds trust and enhances recognition.

Overlooking the Power of Content:

Content is king, and neglecting its importance is a major marketing error. Whether it's blog posts, videos, or social media updates, quality content engages your audience and establishes your expertise. Create content that addresses your audience's needs, provides value, and fosters a connection. Regularly update your content strategy to stay relevant and competitive.

Ignoring Social Media Engagement:

Social media is an invaluable tool for connecting with your audience, yet many businesses make the mistake of merely broadcasting messages rather than engaging in meaningful conversations. Respond promptly to comments and messages, encourage user-generated content, and actively participate in relevant discussions. Social media is a two-way street that can enhance brand loyalty and drive conversions when used effectively.

Marketing videos: 

Over-use of the same stock images and stock video shots that everyone else uses and also backed by the same piece of probably inappropriate music that some video producers use on all of the videos they produce for their different clients can really dilute or even destroy your message. Make sure your video content is on point, fresh, relevant and original. It might be worth considering creating your own marketing videos.

Neglecting Mobile Optimisation:

In an era where mobile usage is ubiquitous, neglecting mobile optimization is a serious marketing error. Ensure that your website, emails, and content are mobile-friendly to provide a seamless experience for users across devices. Google's emphasis on mobile-first indexing makes this optimization crucial for search engine visibility.

Overlooking Analytics:

Failure to track and analyse marketing metrics can hinder your ability to measure success and make informed decisions. Utilize analytics tools to monitor key performance indicators (KPIs) such as website traffic, conversion rates, and social media engagement. Regularly review your analytics to identify trends, assess campaign effectiveness, and adjust strategies accordingly.

Avoiding common marketing errors requires a proactive and strategic approach. By conducting thorough audience research, maintaining consistent branding, prioritizing quality content, engaging effectively on social media, optimizing for mobile, and leveraging analytics, you can navigate the marketing maze with confidence. Keep these insights in mind to enhance the effectiveness of your marketing efforts and stay ahead in the ever-evolving landscape of digital promotion.

Maximising Revenue: Why You Should Place Google Adverts on Your Blogs and Websites

Monetising your blog or website is a common goal for many content creators and website owners. One of the most popular and effective ways to generate revenue is by placing Google Adverts on your platform. 

In this blog post, we will explore the compelling reasons why you should consider integrating Google AdSense into your website or blog to increase your earnings and enhance the overall user experience.

Diverse Ad Formats

Google AdSense offers a variety of ad formats to choose from, including text ads, display ads, video ads, and native ads. This flexibility allows you to select the ad types that best match your website's design and content, ensuring a seamless integration that doesn't disrupt the user experience.

Contextual Targeting

Google Adverts use advanced algorithms to analyse your website's content and serve ads that are contextually relevant to your audience. This means the advertisements displayed are more likely to pique the interest of your visitors, resulting in higher click-through rates and increased earnings.

User-Friendly Setup

Integrating Google AdSense into your website is a straightforward process. Google provides detailed instructions and tools to help you get started, making it accessible even for beginners. You can customize the ad units to match your website's layout, ensuring a seamless blend between content and advertising.

Access to a Vast Advertiser Network

Google AdSense connects you to a massive network of advertisers who bid for ad space on your website. This competition often drives up the cost per click (CPC) and increases your revenue potential. By joining this network, you can attract high-quality ads from reputable brands.

Reliable Payment System

Google AdSense offers a reliable payment system, ensuring that you receive your earnings on time. You can choose from various payment methods, including direct bank transfers, checks, and wire transfers. Additionally, Google provides detailed reports and analytics, allowing you to track your earnings and gain insights into your audience's behaviour.

Potential for Passive Income

Once you set up Google AdSense on your website, it can become a significant source of passive income. As long as you continue producing valuable content and maintain your website's traffic, your earnings have the potential to grow steadily over time.

Enhanced User Experience

Google Adverts are designed to be non-intrusive and responsive to the user experience. This means they won't disrupt your readers or drive them away from your site. With the right placement and ad format, you can maintain a positive user experience while generating revenue.

Monetise Various Types of Content

Google AdSense allows you to monetise a wide range of content types, including blogs, forums, news websites, and video platforms like YouTube. This versatility makes it an ideal choice for content creators in various niches.

Google Adverts, powered by Google AdSense, offer numerous advantages for website owners and bloggers looking to monetize their platforms. With diverse ad formats, contextual targeting, and access to a vast advertiser network, Google AdSense provides an effective way to maximize your revenue potential. 

Moreover, the user-friendly setup, reliable payment system, and passive income potential make it an attractive option for those looking to generate income from their content. So, if you're considering monetising your blog or website, placing Google Adverts is a smart move that can benefit both you and your audience.

To find out more please visit https://adsense.google.com/start

(Image courtesy of Image by 200 Degrees from Pixabay and StockSnap from Pixabay)

Don't wreck your business by not promoting it!

One of the first things to go for many businesses during times of economic troubles or a recession is the marketing budget and the advertising budget.

I first realised the folly of this approach when I worked as the news editor/advertising copywriter for a local news magazine some years ago.

There were two companies which offered similar types of services in our area and they both booked a full page of advertising in every issue of our magazine and they both had a full page of editorial copy, created by me, to accompany it.

When times got a little tight during a recession one of the advertisers withdrew all of his adverts with immediate effect. 

But his rival continued to advertise and, of course, he continued to have his matching full page of advertorial, too.

One day when he was visiting our offices I asked him why he had continued to pay for advertising when his rival hadn't.

He explained it to me like this: "I will always, always scrape together enough money for an advert. Why? Because if you want your business to continue and even prosper, it must continue to be in the eye of the public. In this instance, seen by the readers of your magazine."

I asked him how his rival was doing? He shrugged and said "Well, not too well, to be honest. He's still trading, but I don't know how long for."

I asked him how his own business was doing? "We're doing very well, to be honest. In fact, despite trading conditions not being ideal with the recession, we've noticed an increase in business. Some of them have told us that they thought our rival had gone out of business as they'd not seen their adverts in the magazine for months!"

Eventually his rival did close down. People thought it was due to the recession, but it was due to his refusing to spend any money on advertising.

So, to avoid that fate, remember that spending money on advertising and also on press releases and marketing (even if it might be at a lower level than usual) is important because how will people know that your company is still in business?

(Image courtesy of Gerd Altmann from Pixabay)

Brands Invest in Facebook Advertising with New Budgets and Focus on Fan Acquisition; Mobile Search Spend up Significantly

Data Based on Efficient Frontier’s Q4 2011 Digital Marketing Report

Brands are continuing to invest in Facebook advertising and focusing on fan acquisition. Spend in social media advertising is now additive to existing budgets rather than subtracting from other digital media channels, demonstrating the growing investment in the medium. Brands continued to acquire Facebook fans at 9% per month. Facebook spend share reached 2.7% of total online advertising spend in Q4 2011 and is expected to increase fan base by 2x by the end of 2012.

Search spend increased significantly in Q4 of 2011, bolstered by aggressive spending by retailers. Overall, search spend grew 14% Year over Year (YoY) in the United States, while retail specifically grew by 18% YoY and 40% Quarter over Quarter (QoQ), indicating that search is still the primary driver of digital marketing spend. While Q4 search spend increased significantly, Cost Per Clicks (CPCs) decreased 5% due to a rise in mobile advertising, where clicks are less expensive. Meanwhile, improvements in more efficient ad delivery by search engines resulted in higher click-through rates, and mobile spend became 7-8% of search spend compared to 2% a year ago.

This is according to Efficient Frontier, a leading performance marketing company managing more than $1.5 billion in marketing spend annually on behalf of advertisers worldwide, and its subsidiary Context Optional, one of the leading providers of social marketing management for global brands and agencies. In November 2011, Adobe Systems Incorporated announced it had entered into a definitive agreement to acquire Efficient Frontier, in a transaction expected to close in the first quarter of Adobe’s 2012 fiscal year.

“Facebook continues to be where marketers are placing new bets by adding advertising spend with a focus on fan acquisition,” said David Karnstedt, President and CEO, Efficient Frontier. “Mobile search advertising is also an area of significant investment, growing to 7-8% from 2% a year ago. We should expect both channels to grow significantly in 2012.”

Additional Report Highlights

GOOGLE MAINTAINS 80% SPEND SHARE in Q4. Yahoo/Bing clicks yielded 14% more revenue per click (RPC) than Google while also having 9% more Return on Investment (ROI) than Google. Yet Google increased click share by 2.5% YoY indicating the necessity for volume and reach from advertisers, primarily retailers, in Q4.

MOBILE SPEND specifically tablets, is becoming increasingly important for marketers as tablets account for 50% of mobile search spend and 50% of click share.

DISPLAY SPEND remains flat QoQ. However, Google’s Doubleclick increases exchange display market share by 19% YoY. Due to both inventory constraints and shifting strategies by Yahoo for their Right Media Exchange, Google extended significant share gains in biddable display.

EUROPEAN MARKETS showed strong growth in search spend YoY. France increased search spend 70% YoY and Germany 47% YoY indicating heavier investments into online advertising in 2011. The UK has been leading the online marketing industry in Europe and continues to increase search spend 19% YoY.

Outlook for Q1 2012
FACEBOOK SPEND will reach 5% of all online advertising spend by the end of 2012. As marketers improve their ability to acquire and engage Facebook fans, brands will continue to pump incremental spend into Facebook.

MOBILE SEARCH SPEND will make up 16-22% of all paid clicks by the end of 2012. As more mobile devices with full Internet browsing capabilities enter the market, mobile experiences become more robust. This is driving a shift of consumer usage from desktops to mobile devices, ultimately causing mobile advertising to become a key focus for marketers in 2012.

SEARCH SPEND will increase 15-20% in 2012 in the United States. Similar growth is expected internationally, however, the macro economic conditions in Europe may significantly affect this growth.

SEARCH CPCS will further decrease by 4%. The increase of mobile advertising and mobile search spend will contribute to this reduction. Search engine innovations by Google to provide more effective ad delivery will also continue to decrease CPCs.

YAHOO/BING will continue to pursue more ad inventory. Although Yahoo/Bing clicks continue to have better RPC (Return-Per-Click) and ROI, the search engine still needs to increase reach to improve market share. Advertisers are eager to take full advantage of the higher performance Yahoo/Bing provides, but are still looking to do so at scale.

DEVELOPMENTS IN OTHER SOCIAL PLATFORMS such as Google+ and LinkedIn will have a positive impact on social spend and the growth of this competitive space. However, Facebook will still remain the dominant social network and social publishers for advertisers in 2012.

Research Methodology
This analysis was completed based on data from Efficient Frontier search engine marketing customers and the resulting Efficient Frontier Customer Index. The Efficient Frontier Customer Index represents a subset of Efficient Frontier clients who have spend data for six consecutive quarters or more whose resulting SEM metrics are then normalized to average industry category contributions established by multiple third party data providers.

The Efficient Frontier Customer Index consists of a fixed sample of large scale U.S. search engine advertisers across multiple sectors, including finance, travel, retail and automotive. The Efficient Frontier Customer Index sheds light on trends in search engine spending and performance on a year-over-year (YoY) and quarter-over-quarter (QoQ) basis.

Our analysis of Facebook performance was based on data from both the Efficient Frontier and Context Optional platforms. A client index representing over 15 advertisers and 20 million fans from a multitude of verticals including retail, entertainment, CPG and Finance was built from a subset of advertisers, brands and fans managed through the platforms. Advertiser and user behavior was then analyzed for three quarters beginning Q4 2010.

To download the full report, visit: http://news.efrontier.com/DigitalPerformanceMarketingReportQ...

FACTFILE:
Efficient Frontier is a leader in online digital marketing, managing search marketing, display and social media campaigns for advertisers and agencies around the world. Efficient Frontier currently manages over $1.5 billion in annual digital marketing spend on behalf of its clients globally.

In May 2011, Efficient Frontier acquired Context Optional, the leading provider of social marketing management solutions for global brands on the leading social networks, including Facebook and Twitter.

Context Optional’s Social Marketing Suite enables global enterprises to build, manage and measure their brand presence, and engage their fans to increase mindshare, word of mouth, customer loyalty and website traffic. Together, Efficient Frontier and Context Optional offer a complete solution for brands to acquire, activate and drive value from fans on Facebook and Twitter.

Efficient Frontier is headquartered in Sunnyvale, California, with offices in New York, Chicago the United Kingdom, France, Germany, and India, and technology licensing partnerships in Japan, Hong Kong and Australia. Context Optional is headquartered in San Francisco. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information on Efficient Frontier, visit http://www.efrontier.com and for Context Optional visit http://www.contextoptional.com.

Facebook advertising cost-per-clicks increased by 22 percent in Q2 2011

Facebook advertising cost-per-click (CPC) rose by 22% in the second quarter of 2011, according to a Global Digital Marketing Performance Report from performance marketing company, Efficient Frontier and its subsidiary, Context Optional, a social marketing management company. Facebook CPCs are expected to reach 80% growth in a year, by the end of 2011.

Findings of the Global Digital Marketing Performance Report include:

• Facebook CPCs up by 22% in Q2 of 2011 over Q1, and this is expected to rise through 2011. If they continue to increase at 20% each quarter, this will result in 80% growth in one year.

• Facebook spend is around five percent that of search spend overall. However, for some advertisers this can peak at 25% during specific promotions, or at key buying times.

• Facebook spend currently is mostly incremental and not cannibalising search. Budget for Facebook is mostly coming from offline media such as TV and print. Efficient Frontier believes that Facebook will show the strongest growth in the months ahead.

• Brands are aggressively acquiring Facebook fans and those brands who are active on Facebook will, on average, double their fan base by October 2011.

• Analysis of 20 million fans managed by the Context Optional platform shows that for every brands post, there were an average of 100 comments per post in response. Brands will greater numbers of fans receive greater number of interaction; on average, each 17,000 fans generates one additional comment per post.

• Search spend growth in Q2 slowed globally, but still showed an eight percent increase year on year (year on year increase in 2010 was 17 percent globally). Search growth in the UK was seven percent year on year. Efficient Frontier believes this slower growth is, in part, the result of:

o advertisers focusing more on ROI than volume
o uncertainty in the Eurozone and the recovery of Japan from the March earthquake. Search is a strong indicator of macro-economic conditions.

• In the UK, Google continues to dominate with a share of 92.5%. (Note: as the Search Alliance is yet to be implemented outside of the US, Efficient Frontier reports Yahoo! and Bing separately.) Yahoo! was the only search engine that had a higher percentage of clicks than spend, reflecting cheaper clicks.

• The travel sector in the UK remains strong, with an 18 percent increase in ROI compared to the same period last year. Spend has increased by two percent. Despite the small spend increase, the sector has seen a 30 percent rise in clicks year on year (the result of a 15-30 percent fall in CPC over the same period), and a nine percent increase in click-through rate from Q1 to Q2 this year, as consumers become more specific in their searching.

Efficient Frontier’s global marketing director, Jonathan Beeston, says: “The biggest increase in spend this year is on Facebook advertising. Over the year, we expect it to have grown by 80% from last year. Budget for Facebook advertising is mostly coming from offline media such as TV and print rather than search.

“If the Yahoo!/Bing Search Alliance renews integration outside of the US next year, then the UK will see the same effect as the US: advertisers will move money towards Yahoo!/Bing to take advantage of ROI improvements.”

Methodology

The analysis was completed based on data from Efficient Frontier search engine marketing customers and the resulting Efficient Frontier Customer Index. The Efficient Frontier Customer Index represents a subset of clients who have spend data for six consecutive quarters or more, whose resulting metrics are then normalised to average industry category contributions established by multiple third party data providers.

For the first time, the report also uses data from Context Optional (which Efficient Frontier acquired in May 2011).

FACTFILE:

Efficient Frontier is a leader in online digital marketing, managing search marketing, display and social media campaigns for advertisers and agencies around the world. Efficient Frontier currently manages well over a $1 billion in annual digital marketing spend on behalf of its clients globally. The largest and most sophisticated advertisers and agencies partner with Efficient Frontier to achieve and sustain optimal digital advertising campaign performance.

In May 2011, Efficient Frontier acquired Context Optional, the leading provider of social marketing management for global brands and agencies. Context Optional’s Social Marketing Suite enables brands to create highly customized social media interactions that generate real value from their fans – through increased mindshare, word of mouth, website traffic and customer service recovery.

The Efficient Frontier/Context Optional combination offers marketers the opportunity to unite customer acquisition and engagement, creating an exponentially greater number of brand advocates across social media properties. Together, Efficient Frontier and Context Optional offer a complete solution for brands to acquire, activate and drive value from fans on Facebook and Twitter. The united Efficient Frontier and Context Optional platforms and aligned service teams ensure flawless execution of social marketing campaigns including strategy, creative, execution and optimisation.

Efficient Frontier is headquartered in Sunnyvale, California, with offices in New York, Chicago the United Kingdom, France, Germany, and India, and technology licensing partnerships in Japan, Hong Kong and Australia. Context Optional is headquartered in San Francisco. Efficient Frontier is a privately held company with funding from Redpoint Ventures and Cambrian Ventures. For more information on Efficient Frontier, visit www.efrontier.com and for Context Optional visit www.contextoptional.com.