Integrating Marketing Channels For Enhanced Multi Channel Marketing

 

 

In the past integrating traditional marketing channels has been a pretty difficult task and companies big and small would manage their marketing channels in isolation, creating silos in their marketing departments.

Thanks to the emergence of new digital channels it has become much easier to integrate marketing channels for multi channel and cross channel marketing.

Here are 3 simple reasons why organisations should integrate their marketing channels to compliment each other, rather than manage each channel in isolation.

 

Consumers will interact with more than one marketing channel before they decide to make a purchase.

These days with so many marketing channels easily available to consumers, a customer would interact with multiple marketing channels before actually making a purchase.

Typically before a customer would actually make a buying decision, they would have seen a print ad in a magazine, searched for a product on Google, clicked on a banner ad on a blog, or had a product recommended to them on facebook.

For brands that use a variety of marketing channels, it is very common to have specialised people or teams managing these different marketing channels. But to convey a clear message to the customer, it is important that all these different departments work together and are on the same page.  It is alright for different marketing channels to have different tones, but it is important for them to have the same voice.

 

Integrating marketing channels to test, measure, and amplify!

Compared to traditional marketing channels, digital marketing channels are a lot easier and quicker to test, measure and amplify.

A good example is using SEM (search engine marketing) like Google Adwords to test different advertising promotions.  By A/B split testing two ads with different promotions, you can determine which promotion is most appealing to customers before using it for other channels.

Another good example of testing advertising copy is through emails marketing. You can send out an EDM (electronic direct mail) to your subscriber list, and split test different advertising copy or design visuals. The variation with the best results (opens, clicks & conversions etc) will determine the winning ad copy.

Once you have tested and measured the results, the next step is to amplify the winning selections onto more traditional marketing channels, like print and television.

 

Leveraging marketing channels off each other = double the effectiveness.

The real value in integrating marketing channels is so they can leverage off each other and become more effective then they would be, just operating in isolation.

A simple example is leveraging social media with email marketing. Getting new fans on a new facebook page or twitter account can prove challenging at the start. But if your business has been operational for a while, and you have an existing subscription list of customers that you regularly email, you can leverage off your subscription list by emailing your list and asking your members to join your facebook.

You can also provide them with a share-to-social option to allow them share it with all their friends. Having your customers as fans on your facebook page, will double marketing effectiveness and increase traffic, because of the viral nature of social media networks.

This works in vice versa as well; you can easily build your email subscriber list from your facebook page, by offering incentives to fans for signing up using facebook applications.

 

Conclusion

Ive only outlined a few examples here, but there are many more ways you can integrate marketing channels together for better results. As long as communication between departments are good, and everyone is measuring the correct metrics and working toward the same goals, marketing channels can be easily integrated with each other to produce more effective results.

Twitter now has a “follow” button, to follow the “tweet” button!

 

There seems to be a button war going on all around us. Google, Yahoo, StumbleUpon, LinkedIn, digg — they’ve all been trying to get their buttons in prime real estate on big websites. But 2 players are larger in the space than anyone else: Facebook & Twitter. And Twitter has just escalated the war a bit today.

Twitter has just unveiled their new Follow Button. This follows their previous Tweet Button which is already in use on 1000s of websites around the web. While the Tweet Button was great for sharing single pieces of content, the Follow Button is meant to establish more twitter social connections on the web. So, it’s kinda like the Facebook Like Button, which people place on their sites to get other Facebook users to establish themselves to brands remotely. Of course, the Like Button also kinda acts a bit like the Tweet Button as well (that is, you can also share individual pieces of content from it too).

Are you confused yet?

Twitter’s 2-button concept is actually pretty simple. The Tweet Button is to share things. The Follow Button is to make connections with other Twitter users remotely. So if we were to add a Follow Button to the sidebar on DigitalOnlinestrategy.com, with one click, you could follow our twitter account. This is something Twitter tried to do with the Tweet Button pop-up , but this is a lot easier to understand. Though it also seems like this is actually part of what they were doing with @anywhere — whatever happened to that idea anyway?

And again, it’s all a part of Twitter’s move towards a stronger social graph with much more connections. This will also help with discovery since Twitter is launching the “Follow Button” on over 50 high-profile sites including places like our sister sites , About.me, AOL.com, and Huffington Post. And big sites like  Lady Gaga’s site,IMDb, MTV.com, Jennifer Lopez’s site, and others.

 

It Now Pays To Watch Ads On Facebook


Facebook has introduced a program on Thursday that offers consumers a credit incentive to watch ads on the site.

Facebook will now reward fans who watch certain ads with Facebook Credits, which in turn can be redeemed to purchase other goods on Facebook Deals, the company’s new Groupon-like daily deals venture. The incentive, however, is not very huge. Initially, the average ad will only yield 1 credit, which is equivalent to only 10 cents.

The ads will be mostly in games. Zynga, Digital Chocolate & CrowdStar are among the participating game publishers. Facebook is working with SupersonicAds, SocialVibe, Sharethrough & Epic Media  to serve ads on the program as well as TrialPay, which will provide cool analytics.

The CEO of Sharethrough, says Facebook’s move represents “a step away from disruptive advertising.” Sharethrough’s clients include Nestle and Microsoft, who say their network won’t deliver traditional advertising but rather very branded entertainment, which consumers will want to share & watch with their friends.

Giving incentives to consumers to watch ads is one solution for Facebook’s very low banner click-through rates. This move comes after Facebook expanded its Credits program last week to allow consumers use their Credits to buy real-world things advertised in the Deals. Last time, the credits, which were awarded for fans who signed up for various programs  or bought outright could only buy virtual goods.

Facebook Marketing – Facebook Page Optimisation

This blog post will cover what social media optimisation is and how to optimise a Facebook Page both for search engines and user engagement. Hope it will be an eye opener for you

Overview of Social Media Optimisation (SMO)

Facebook Page optimisation has been of particular interest, due to the increasing popularity of Facebook.

Facebook Pages are excellent tools which can be used to increase brand visibility and engage followers through the use of some simple strategies and techniques

So what exactly is Social Media Optimisation and how can it be applied to Facebook?

For those still baffled between social media optimisation (hence Facebook Page optimisation) and Social Media Marketing (SMM) here is a well cited quote from Rohit Bhargava, the Vice President for Interactive Marketing with Ogilvy Public Relations described the concept of social media optimisation as a technique in which to

“  ..implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and vlogs. “

What this means is that compared to SMM, which includes paid Facebook Ads and other methods that externally market your social media sites, SMO is about improving the components that lies internally within your social media accounts.

By optimising the components such as your profile ‘Info’ fields,  your wall status updates, the notes you create, the custom tabs you can develop with FBML (more information on that further on) you can easily optimise your Facebook Pages..

Facebook page optimisation has generally two main objectives:

1. To optimise for search engines

Optimising for the search engines specifically involves improving all facets of a Facebook Page, so that it will have a better rankings in search engines those indexes and displays search results on Facebook pages.  Examples include optimising keywords for the Facebook Profile Tab and wall status updates.

2. To optimise for user engagement

There is a saying that ‘No man is an island’. This is perfectly apt for a Facebook Page. We don’t only want people to find your Facebook Page, but also to share content with you and spread the word about your wonderful page.  Instead of actively marketing the Facebook Page externally, ensure that your Facebook Page is optimal for encouraging traffic to your main website and other social media assets such as Twitter, YouTube and your blog.

Tips on how to optimise a Facebook Page for search engines

Before we go into how to optimise for a Facebook Page for search engines, we must ask ourselves “Which parts of a Facebook Page exactly does a search engine index and display on their search results?”

An analysis was conducted  using Google Search as it is the dominant search engine in Australia, and in many other countries. After a bit more digging by our team we found that using a simple Google search query to discover what content from Facebook Page were displayed in the search engine results pages. However, we have empirical evidence to suggest that the following sections of the Facebook Page is being indexed and displayed.  This is interesting knowing the body of the Facebook pages are empty with Javascript disabled.

The findings were that a majority of Facebook pages are not indexable by Google due to privacy restrictions, but all public pages are getting crawled and indexed like any other pages on the web. The different tabs are also getting indexed with their relevant URLs, (even though these don’t look very sexy). Note that even user comments get indexed.

We received a report from the genius team over at Searchengineland.com earlier this year which indicated that Google real-time search is now including Facebook Pages as part of its search results.

 

Examples of different parts of a Facebook Page Google can display

Google indexes and displays the title of a notes page created in the Notes application

Google indexes and displays wall status update

Google indexes and displays a link that is posted on the wall

Google indexes and displays comments made on wall post updates

Google indexes and displays Facebook video titles in the universal search


Google indexes and displays the title and also the description of the video

Summary of how to optimise for a Facebook Page

 

  • Always add unique content to your websites, whether it is a wall status update, or a
  • When sending out wall status updates, be sure to include primary keywords relevant to the update
  • Ensure you update your profile description and information, including the short blurb, with keyword rich, while at the same time maintaining relevance and appropriateness
  • When creating notes with the Note application, make sure you optimise the title of the note page with primary keywords.
  • Encourage users to post comments as they can capture greater exposure for your Facebook Page on Google search results.
  • Optimise your titles and descriptions for your videos and photos
  • In general, always think of keywords when you are adding content to any pages!

Tips on how to optimise a Facebook Page for user engagement

Update the ‘Info>Detailed Info’ fields to include links to your websites and other social media assets, similar to what Sony does below. They included links to not only their social media sites but to also other Sony websites.  This will encourage cross-reference traffic between all your websites.

Use Facebook Markup Language (FBML) to create custom tabs on which users can land on. The custom landing tab can be used to promote your Facebook Page, your website, other social media sites you own or just bring to attention a particular piece of information to the visitor. You can place any type of content on a custom tab, be it a link to your homepage, a YouTube video, or a quick survey for your visitors.  An example below is the Sony custom tab called ‘make.believe’.

Facebook has announced that on the 23rd of August 2010, custom tabs for Facebook Pages will be limited to a width of 520 pixels. You will be able to preview your custom tabs before publishing it, so please remember to modify your custom tabs for a greater user experience.

References

Facebook: Profile and Page Roadmap Update: http://developers.facebook.com/blog/post/399

Technical discussion on FBML: http://wiki.developers.facebook.com/index.php/FBML

Static FBML Application Facebook Page: http://www.facebook.com/apps/application.php?sid=4f93513c73973214f42f630bfb78603c&id=4949752878&ref=s

You can create custom FBML boxes on the sidewall to promote your Facebook Page or any of your other websites.

The profile pictures can be more than just the logo of your brand! Maximise the use of your Facebook profile image size and include a call to action or a promotional feature in addition to your logo. The largest official size is 180×540 pixels; however there has been an instance where it was actually 200 x 200.

Both examples are displayed in the following banners taken from some of the largest global brands in the world.

Wrap-up of the post

We’ve gone through a quick definition of what social media optimisation is and covered some tips on how to optimise your Facebook Page for search engines (Using Google as the main example) and then delved into optimising for user engagement.

We hope that this post has helped you become a better social media optimiser. We believe that social media optimisation is complimentary to any search engine optimisation work and should be considered as part of your Internet marketing strategy. Any comments, success or failures, feel free to comment down below. We promise to be nice.

 

Chee Chun Foo on 08/24/2010 @ 7:11 am