How businesses can use retargeting to increase customer acquisition
How businesses can use retargeting to increase customer acquisition
“Retargeting is a cookie-based technology that uses simple JavaScript code to anonymously ‘follow’ your audience all over the Web” (Retargeter.com, 2018)
. This allows marketers to target ads to users who have previously been on their websites and is an easy way to improve customer acquisition with behavioral sciences.
Retargeting has been shown to be a useful digital marketing initiative to increase customer acquisition; this is done by segmenting your online audience and using cookies, this is done through the use of pixel on Google Adwords which adds code to the website t enable it to track users who have visited the website by storing a cookie in their browsers, which will notify the advertisement system when they are, for example, on a page belonging to Google Display Network (AionHill, 2018).
Innovations in the parsing and processing of individual level browsing data now enable firms to offer product recommendations in real time to consumers who return to their website. These personalized “recommendation systems “often highlight the specific products that the consumer was browsing before leaving the website, and they may increase sales (Dias et al. 2008; Linden, Smith, and York 2003).
Through the use of retargeting marketers can increase both conversion and acquisition rates as customers are more likely to complete a purchase after multiple visits or considerations as opposed to during the first transaction. Retargeting has been proven to drive sales considerably; Disruptive advertising was able to increase a client’s sales 129% using a retargeting strategy that ensured customers who were considering purchase were converted to sales (Andrus, 2018).
References
AionHill. (2018). Retargeting Marketing in eCommerce: Basics, Methods, Case Studies – AionHill. [online] Available at: https://aionhill.com/retargeting-marketing [Accessed 25 Feb. 2018].
Andrus, A. (2018). The Ultimate Guide to Retargeting Ads. [online] Disruptive Advertising. Available at: https://www.disruptiveadvertising.com/ppc/retargeting-ads-ultimate-guide/ [Accessed 25 Feb. 2018].
Andrus, A. (2018). The Ultimate Guide to Retargeting Ads. [online] Disruptive Advertising. Available at: https://www.disruptiveadvertising.com/ppc/retargeting-ads-ultimate-guide/ [Accessed 25 Feb. 2018].
Lambrecht, A. and Tucker, C. (2013). When Does Retargeting Work? Information Specificity in Online Advertising. Journal of Marketing Research, 50(5), pp.561-576.
Retargeter.com. (2018). What Is Retargeting And How Does It Work? | Retargeting | ReTargeter. [online] Available at: https://retargeter.com/what-is-retargeting-and-how-does-it-work [Accessed 25 Feb. 2018].
How useful is influencer partnered content in the travel industry for increased customer acquisition
The modern travel industry has a heavy digital and social media presence, this is both true for organic and paid for content across social media platforms. Influencer marketing has been rated as the fastest-growing online customer-acquisition channel, outpacing organic search and e-mail marketing (Tomoson Blog, n.d.).
According to marketers polled by Tomoson, influencer and email marketing are the most cost-effective online customer-acquisition channel, it was also noted that businesses are making $6.50 for every $1 spent on influencer marketing (Tomoson Blog, n.d.). Customer acquisition using influencer has proven to be successful due to some of the following reasons
- It is cost-effective especially compared to traditional customer-acquisition methods
- It feels more authentic and is embraced by desirable demographics such as millennial’s and Gen Z
- It allows brands to create content that does not feel “salesy” and that is more natural on social networks and other digital platforms (Marketing Daily Advisor, 2016)
Measuring influencer Return on Investment
It can be difficult to measure the ROI of influences especially in monetary terms, however there are many ways to measure the impact of influencers on customer acquisition such as
- Post Engagement- As more social media sites such as Instagram prioritize content that has high engagement in their content placement algorithms, it is important for marketers to ensure influencer partnered content has high engagement in order to increase reach of the content.
- Profile follower Growth- Influencer campaigns can increase social media following, this is through word of mouth referrals as consumers engage with influencer content and share it or recommend it to friends therefore increasing the brands social media following.
- Web-page Visits- Through the use of tracking links and website analytics tools, marketers can track the impact of influencers on generating leads and website visits which are directly related to customer acquisition and sales.
- Brand Mentions- Influencers are bale to drive conversations through the high engagement rates their content receives and their dedicated fan bases, marketers can use specific hashtags that will allow them to track how influencers are increasing mentions of their brand and therefore increasing brand awareness and customer acquisition (Contartese, 2017).
Influencer Partnered Content Case Studies
Travel Alberta Case Study
Travel Alberta is the official marketing agency for the province of Alberta, Canada. They were looking to increase awareness of the region by capturing the imagination of Canadian and American travellers.
Along with developing a new advertising campaign with Expedia Media Solutions, Travel Alberta developed an influencer lead campaign called #FindyourAlberta where they contracted a group of 5 professional bloggers to travel to several destinations in Alberta and create videos showcasing what’s on offer at the various different destinations and sites (Tratt, 2018).
This Blogger influencer partnership helped Travel Alberta build one-of-a-kind authentic stories that would resonate and inspire consumers. The campaign was a success with combined blog views of over 4.1 million impressions across Facebook, Google+ and twitter. The campaign drove more than 133,000 passengers to the region resulting in more than 81,000 room nights and 22,250 airline tickets booked (Tratt, 2018).
(YouTube, 2013)
Emirates Case Study
After noticing that popular YouTube lifestyle blogger Casey Neistat was travelling on their airline, emirates offered him an upgrade to their most luxurious first class seat, lucky for them Neistat chose to film his entire nine-hour flight from Dubai to new york which would have cost over $20,000, he then posted the video on his YouTube channel.
In the 9 minute video Neistat gives a thorough review of all the amenities experienced, this unsurprisingly portrays emirates in a very good light to the over 19 million people who viewed the video. Even though most of Neistat’s subscribers are likely young people unable to afford the expensive ticket, the video is a aspirational hit and will likely keep Emirates at top of mind for luxury travel to the 19 million viewers of the video, Emirates have now even contracted the blogger to review their new first class suites.
References
Contartese, J. (2017). 10 Metrics to measure influencer marketing. [online] Linkedin. Available at: https://www.linkedin.com/pulse/10-metrics-measure-during-influencer-marketing-joel-contartese [Accessed 6 Jan. 2018].
Illman, C. (2017). Emirates Land impossible influencer marketing. [online] Linkedin. Available at: https://www.linkedin.com/pulse/emirates-lands-almost-impossible-influencer-marketing-chris-illman [Accessed 7 Jan. 2018].
Marketing Daily Advisor. (2016). Influencer Marketing: The Fastest-Growing Customer Acquisition Method – Marketing Daily Advisor. [online] Available at: http://marketingdailyadvisor.blr.com/trends/marketing-strategy/influencer-marketing-the-fastest-growing-customer-acquisition-method/ [Accessed 5 Jan. 2018].
Neistat, C. (2017). ALL TIME GREATEST AIRPLANE SEAT – Emirates First Class Suite. [online] YouTube. Available at: https://www.youtube.com/watch?v=a7NJ6Gek9v4 [Accessed 7 Jan. 2018].
Tomoson Blog. (n.d.). Influencer Marketing Study. [online] Available at: https://blog.tomoson.com/influencer-marketing-study/ [Accessed 5 Jan. 2018].
Tratt, N. (2018). Leveraging influencers to tell an authentic brand story and drive return on investment: Case study of Travel Alberta and Expedia Media Solutions. Journal of Digital & Social Media Marketing, [online] 2(2), pp.125–130. Available at: http://www.ingentaconnect.com.ezproxy.brighton.ac.uk/content/hsp/jdsmm/2014/00000002/00000002/art00004#Refs [Accessed 4 Jan. 2018].
YouTube. (2013). Expedia Road Trip with Travel Alberta: Captain and Clark in Edmonton. [online] Available at: https://www.youtube.com/watch?v=D-1Vp2MfnnU [Accessed 7 Jan. 2018].
Digital media channels are online communication techniques such as Search Engine Marketing and Online Public Relations (E-PR), E-PR is used to maximise favourable mentions of your company/brand on third-party sites such as media sites, social networks or blogs that a likely to be seen by your target audience (Chaffey and Ellis-Chadwick, 2016).
In this blog post, we shall look at how to audit the performance of influencers through specific Key Performance Indicators (KPIs). Online influencers can include any type of person who publishes online who has a significant following. They can include journalists, bloggers or celebrities (Chaffey and Ellis-Chadwick, 2016). The success of an online influencer is measured using the following KPIs and online reputation management tools.
- Click-through rate (CRT) this measures the number of people who click on the links from your campaigns from your leads such as a post from an influencer campaign, tools such as Bitly which will allow you to track individual link analytics.
- Conversion/Sales this measures how many sales are made, coupon tags which identify specific influencers can be used to tally sales made from individual influencers. This will how which influencers the brand is receiving a higher return on investment from.
- Social engagement this measures how many likes, shares comments and reactions you are getting, you can also use sentiment analysis tools to track brand sentiment/awareness. There are several applications that offer this service such as HootSuite and Sprout Social which allow
- subscribers to view mentions, comments and a variety of engagement indicators across leading social media sites.
Examples of successful use of online influencers for startup fashion brands
- #DanielWellington – This Brand was launched in 2011 with just $15,000, after 3 years the company sold its millionth watch in 2014 and earned $22o million in revenue. The driving force of this performance was a well-executed influencer campaign.
- With over 3.5 Million followers on Instagram, the company has created a popular brand within a short timespan
- Influencer @Kimmyschram has a specific discount code which Daniel Wellington can use to track sales coming from her 37,000 followers. It has also been noted that the use of social media influencers can be more cost-effective than traditional media making it even more appealing to start-up organizations.
Asos Insiders
This campaign used micro influencers (500-10,000 followers), which recruits stylish millennials eager to share their latest fashion finds on platforms like Instagram. The use of micro-influencers is something that makes the brand feel more approachable and authentic to young consumers.
This allows followers to find someone they associate with and can lead to more conversions.
There are advantages and disadvantages in the use of online PR. Advantages include the wide reach that brands can get at a relatively low cost it can also create a buzz that creates additional reach and impact through traditional media. Increased credibility can also be achieved as comments made by independent influencers are perceived as more authentic and can help raise trust about an online brand, Online PR can also help in Search Engine Optimisation as backlinks can be generated to a site which are favourable for SEO (Chaffey and Ellis-Chadwick, 2016)
Favourable stories from influencers on social media can also enhance the reputation of a brand among its target audience.
The Disadvantages of online public relations is mainly that it is high risk as negative feedback can easily be given which can erode brand value depending on the scenario. Also, it is important that execution is done well as the internet never forgets. For example, this influence did not bother to edit the message from the marketing agency
It is important for marketers to ensure strict processes are followed to ensure that these gaffs do not erode brand value. Online Pr is a useful way for brands to increase visibility, reach and conversions on digital channels, it is especially useful for brands who are interested in cost-effective strategies.
References
ASOS. (2017). ASOS Insiders | Fashion Tips & Style Advice | ASOS. [online] Available at: http://www.asos.com/discover/insiders/ [Accessed 1 Dec. 2017].
Barker, S. (2017). 15 Examples of Brands that Nailed their Influencer Marketing. [online] Shane Barker. Available at: https://shanebarker.com/blog/influencer-marketing-examples/ [Accessed 1 Dec. 2017].
Chaffey, D. and Ellis-Chadwick, F. (2016). Digital marketing. 6th ed. Harlow [etc.]: Pearson.
Curalate Visual Commerce Platform. (2017). Influencer Marketing Fails: Learn From Scott Disick. [online] Available at: https://www.curalate.com/blog/influencer-marketing-fails/ [Accessed 1 Dec. 2017].
Forbes.com. (2017). Forbes Welcome. [online] Available at: https://www.forbes.com/sites/deeppatel/2017/04/21/how-to-measure-the-roi-of-an-influencer-marketing-campaign/#1c751ea56348 [Accessed 1 Dec. 2017].
IZEA. (2017). Influencer Marketing Analytics: What They Are & What You Should Measure. [online] Available at: https://izea.com/2017/06/30/influencer-marketing-analytics-guide/ [Accessed 1 Dec. 2017].
Game Of Thrones #Bringdowntheking
(Student digital Case Study)
In 2014 Advertising Agency DBB was given the task to promote the 4th season of Game of Thrones in New Zealand and simultaneously encourage current and new Sky members to join its paid channel SoHo. Through the use of Brandwatch Analytics, DBB was able to measure high social engagement on social media between GOT Fans, they were then able to use analytics to identify which was the most influential theme in the show. This leads them to use King Joffrey’s character after sentiment analysis showed that he elicited the most passionate commentary. The Agency erected a 7-metre statue of King Joffrey which was connected to a wench that would rotate when social media users posted #bringdowntheking on twitter. The topic immediately began trending with people in the area sharing videos online of the statue slowly falling, this encouraged more users to participate resulting in over 875,000 interactions and a global reach of over 43 million people before the statue was brought down. This became the largest Livestream in Australasian history.
Takeaways
- use of analytics and sentiment analysis was vital in ensuring the right character was chosen so as to maximize on the passionate emotional reaction of social media users, this increased the reach of the campaign to a global audience.
- Although the campaign was successful in terms of reach and interactions, it would be interesting to see how many conversions to the SoHo channel were a direct result of the campaign.
- The Campaign was influenced by a similar stunt campaign from 2013 in England by GOT where a Dragon skull was planted on a British beach.
-
Dragon skull
References.
- https://studentcentral.brighton.ac.uk/bbcswebdav/pid-3029519-dt-content-rid-5621924_1/courses/IT382_2017/Game%20of%20Thrones%20Case%20Study.pdf
- http://www.adweek.com/creativity/giant-dragon-skull-washed-british-beach-ad-game-thrones-151224/
- http://www.adweek.com/agencyspy/ddb-new-zealand-to-bring-down-king-joffrey-for-sky-tv/64476
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