Online display drives ROI
LONDON: Click-through rates for online display ads may be negligible but they still form a useful function in raising consumer awareness and, for FMCG brands, in driving sales both in-store and online. A year-long research project saw nine brands owned by Unilever and Nestlé tested across mainstream desktop and mobile sites including The Guardian, Yahoo!, eBay, Gumtree, AutoTrader and Mail...
Smart content & smart SEO: mastering audiences & architecture
In today’s contextual algorithmic world, building a website that reflects SEO best practices while delivering results begins with creating the right architecture and building content that is smart and easily discoverable by your audiences. What Is Smart Content? Simply put, smart content is: Discoverable (easily found). Optimized (from point of creation). Profitable (measurable). Easily...
Knowing your audience better is your competitive advantage: A case study
Sometimes, the key to increasing ROI is not to expand your targeting, but to refine it. Columnist Kristopher Jones shares a case study where hyper-targeted advertising based on detailed customer personas produced award-winning results. Paid advertising on social media platforms like Facebook and Instagram allows you leverage your existing customer data (emails, names, addresses) to create...