Digital Marketing Magazine – Why it Pays to be Creative in this Digital Age of MarketingOctober 21, 2014
In this digital age, the ways in which people consume content has changed. The evolution of mobile technology has resulted in multiple channels in which brands and businesses can communicate with consumers. As a result, marketers need to be creative to ensure their campaigns and ongoing initiatives stand out in the mass of information now available.
Marketers who build a real understanding of the people they are trying to reach will have a much higher chance of implementing a successful campaign. Through this level of understanding, retailers are able to expand their knowledge of the buying behaviour and specific needs of their client base, which will ultimately allow them to engage with their customers in a more personalised and contextual way across the purchase journey.
With this increased need for creativity, sharing ideas and campaign success stories through online communities can provide a valuable source of inspiration for brands and marketers looking to improve the way in which they communicate with their target market. Engaging with your consumer audience effectively along the entire purchase journey leads to the customer experience being greatly improved which can in turn result in an increase in conversion and website traffic.
One such example of this is from Brazilian estate agency Tam Viagens, who earlier this year trialled inserting promotional messaging into its employees’ out of office replies. During this trial, if you emailed an employee who was away, you received an email encouraging you to book a holiday of your own for a special discount. The marketing campaign proved to have an impressive conversion rate with over 90,000 people having received the promotional emails in just two weeks, leading to 13,500 holiday bookings.
Solocal Group’s Horyzon Media introduces Guaranteed Visit Duration to enhance display advertising campaignsOctober 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
+44 (0)207 751 4444