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Digital marketing trends – What to look out for in 2015!

December 9, 2014

Written by Bruno Berthezene, Country Manager at Solocal Group UK – Tuesady 16th December

From multiscreen to ubiquitous internet devices

The recent years have seen the rise of the multiscreen / multi-device trend: from desktop through laptop, console, mobile, tablet to phablet, each UK consumer uses an increasing number of devices sometimes simultaneously (second screen, third screen). Mobile and tablet have become the dominating source of traffic for many internet brands but the customer experience provided on these devices is still not always adapted to the form factor. Additionally, the fragmented usage of devices has been an issue for businesses to have a single view of the user and therefore makes it difficult to attribute conversion to a specific interaction. In this context:

 

Digital marketing lexicon_2

Content and social meets advertising

Taking the multichannel customer journey seriously

The purchase funnel is being increasingly looked after. In the past decades, with the rise of digital, it has become more much complex with the rise of multiple touch points, from ‘discovery’ through ‘research’ and ‘engagement’ to ‘conversion’ into purchase and post-purchase actions. This means that taking the customer right through from the start of the journey to the purchase is more challenging than ever and when that happens, there is another challenge for marketers and that is the attribution of the purchase between the different touch points.

The rise of the seamless transaction


Solocal Group’s Horyzon Media introduces Guaranteed Visit Duration to enhance display advertising campaigns

October 16, 2014

New display advertising offering has already been adopted by leading international brands, and provides a unique way of accounting for your visitors to the length of navigation

London, United Kingdom, 16th October 2014 – Solocal Group , market leader in cost effective multichannel marketing, has today announced that its display advertising arm, Horyzon Media, has launched Guaranteed Visit Duration to facilitate performance- based advertising campaigns for brands and retailers.

Available internationally, Solocal Group’s latest digital offering is already being implemented by a variety of major global brands, including Mattel, Numéricable, Bayer Bepanthen and L’Oréal through its subsidiaries such as Garnier, L’Oréal Paris and Maybelline.

The solution works by displaying banner advertisements on more than 50,000 related websites, directing visitors to a landing page when the banner is clicked. Unlike other display advertising standard business models , brands and retailers are only charged when a visitor has stayed on the landing page for an agreed duration, which can be from 5 to 20 seconds or more. This solution ensures that brands and retailers are only charged for visitors who show sufficient engagement with their site. Fully customisable, the solution does not require any additional technical pre-requisite, making it easy to implement.

Adrien Lepage, Global Sales Director, Display Advertising at Solocal Group, commented : “The launch of Guaranteed Visit Duration signifies the continued growth of our international display advertising offerings. We are delighted to see the real results already achieved by the expanding portfolio of brands incorporating this into their performance-based advertising strategies.”

Solocal Group aims to help brands and retailers take advantage of the influence digital media has on in-store sales, combining online content, advertising, geolocation and transactional services that connect customers to brands.

UK activity for Solocal Group is ever-increasing and the company is proud to be exhibiting its digital marketing solutions at AdTech later this month. Adrien Lepage will also be speaking at the event on 21st October to share valuable insight into global multi-device advertising campaigns.

 


PR contact for Solocal Group UK

Elisabeth Goossens / Lucy Mulvin
Liberty Comms
solocal@libertycomms.com

+44 (0)207 751 4444