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Why Brand PPC is a Good Bet

Posted By iProspect, 16 November 2015
Updated: 10 February 2016

Some marketers use a solid SEO strategy to justify not bidding on their brands for paid search ads. Are these affordable and flexible ads really a waste of money?

As a PPC Manager I have heard many times: “why should I spend money on ads when searchers can click on my organic link for free?” or “but it won’t generate any new customers since they were already looking for my brand.” In fairness, it does sound logical. However, in my humble opinion, this is an oversight of the value that branded PPC ads can provide.

And here is why;

LOW RISK, HIGH REWARD

Spend on these types of ads is minimal and the return is always positive. Branded clicks tend to be the cheapest clicks you’ll get since the CTR and Quality Score will be extremely high due to the fact that people are already searching for your company.

OWN MORE

Bidding on your brand terms ensures you’re ranking on the top of the page. It also helps you own more of the search results page and pushes any competitors further down the page, sometimes shutting them out completely. So why not to double your visibility to searchers by showing up twice on one SERP.

Also, organic listings limit your flexibility to express yourself in the SERPs. After all, there is only so much you can do with meta tags. Brand paid ads give you a lot more control, allowing you to create specific messaging to grab searchers attention and encourage click-throughs.

SEARCH TERM MINING

If you work with Google Analytics you know the “not provided” very well which has seriously limited marketers from knowing which organic search queries lead searchers to the website.

Fortunately, these search terms are still available for AdWords advertisers. Running ads for branded terms is a good way to do search term mining to see what other modifiers searchers are including when they’re looking for your site (i.e.: top products, locations, etc.). Using this info, you can tailor ads to best serve what the customer are looking for.

YOUR COMPETITION

Failure to secure a paid ad on your brand name could lead to a situation where your plain old organic listing is preceded by a competitor’s eye-catching ad.You wouldn’t like that,would you?

Sadly it is becoming common to bid on your competitors’ brand terms to hijack their traffic (and unfortunately it is not possible to trademark keywords). So do bid on your brand name and be at the top of the pile, where you belong!

HIGHER TOTAL CLICK YIELD

Paid ads do increase the total amount of clicks. In 2011, Google released a Search Ads Pause research study which showed that on average, 50% of the ad clicks that occurred with a top rank organic result are incremental, i.e, they would not be recovered organically if the ad campaign is paused.

The number is even higher if the organic result isn’t ranking at the top of the search results. Google has shown below the affect stopping PPC can have on organic traffic.

Now, imagine half of your brand ad clicks and conversions going to someone else. This point is usually enough for me to decide to continue with brand search.

ROI

As a marketer you probably already pay to have your brand visible to customers: in newspaper ads, via TV or radio commercials or by putting print ads in magazines. Have you ever figured out what the cost per conversion is for that media?

The return on investment from the paid branded keywords is exceptionally high. I’m positive that you are unlikely to find a less expensive cost per acquisition (CPA) anywhere else, unless it’s word of mouth. So if you care about profit, why wouldn’t you pay for the most profitable conversion you could?

That’s my story! I accept that some marketers don’t want to cannibalize organic (free) clicks and they want to focus PPC spend on more competitive, generic keywords. I’ll however stand by bidding on brand terms as a solid strategy. Because if I asked you to invest a euro and told you you’d get 100 back, would you do it?

This article was originally published, from an Account Manager’s perspective, on Iprospect.com.

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Brand Protection – What You Need To Know About IP

Posted By Sumi Nadarajah, Partner & European Trade Mark Attorney, FRKelly, 10 November 2015
Updated: 09 February 2016
Intellectual Property (1)

    Establishing a strong brand is pivotal to the success of any business. Protecting that brand is equally important. Yet many entrepreneurs and their advisors overlook an important first step in securing their brand: Trade Marks.

    Intellectual property (IP) has become one of the most important resources in the 21st century. It’s now an accepted fact that, just like financial capital or commodities or labour, IP is more than an economic asset – it also forms the basis of a global market.

    The global IP market has become a major contributor to wealth and value creation worldwide. It serves to protect the interests of a hugely diverse group from individual inventors toiling in their garages to large corporate enterprises such as Coca Cola, Calvin Klein, etc.

    Brand Managers are beginning to recognise that IP is an intangible asset and similar to real property – it can be bought and sold. They need to be cognisant that their IP strategy should be integrated with their business strategy – and the importance of protecting and acquiring IP as needed when entering new markets.

    The terms “brand” or “brand name” are interchangeable with Trade Mark – the term used in legal circles. Of course, a product brand or a corporate brand is a much larger concept than a mere trade mark, as building a strong brand and establishing the brand equity of a business is a bigger challenge than choosing, registering, or maintaining one or more trademarks. However, the ultimate success of a brand is also judged in terms of the total value derived by the customer from the product to which it relates.

    In today’s world, brand owners face the additional challenge of protecting their online brand presence, company reputation and digital assets  - all of which is of fundamental importance to business success. An online brand presence is the most valuable asset to startup companies, for instance and requires thorough and continuous protection services. The digital landscape has allowed businesses to scale and grow at an unprecedented rate. However, as these brands continues to expand its global reach, the digital assets are subject to increased online threats that can ultimately damage the brand equity, reputation and integrity.

    In an ideal world, brand owners and managers should ensure that they address all of the following as part of any marketing program:-

    1. Appreciating the basics of Trade Mark law when devising the brand;
    2. Conducting thorough checks to ensure that the proposed brand does not infringe  the IP rights of their competitors. Here, it is advisable to conduct trade mark searches before commercializing products and services.
    3. Seeking to register the brand at the very start of any marketing process in order to take full advantage of the corresponding IP rights while undertaking advertising and other promotional activities.
    4. Ensuring that the IP rights are protected or mentioned in any advertisements and other promotional activities.
    5. Establishling an effective monitoring service to detect any infringement of their IP rights as this could be damaging to their business’s profits or reputation. IP rights allow you to challenge unauthorized copying, imitation and other kinds of infringement. There are laws which also provide protection against unfair competition, such as false allegations aimed at discrediting your products or services, allegations aimed at misleading the public as to the characteristics of your products and services and acts which aim at creating confusion with your products and services.

    Brand owners and managers would benefit greatly from getting to grips with the advantages of legally protecting their brand and the pitfalls to avoid when devising the brand..

    The purchasing decisions of consumers are constantly influenced by trade marks. As a brand owner or marketeer, it is imperative to have a solid understanding of why trade marks are so important to effective commerce.

    Interested in learning more about IP? The Marketing Institute is holding an upcoming breakfast event covering Brand Protection and what you need to know about IP. More details are available here

    This article was written by Sumi Nadarajah, Partner & European Trade Mark Attorney, FRKelly.

    Involved in the full spectrum of intellectual property law, Sumi counsels foreign and domestic clients in the selection and creation of effective company trade marks to enhance brand recognition and awareness, while also protecting a company’s marketplace position. She coordinates the worldwide IP portfolios of a number of leading Irish companies and also represents the trade mark interests of a broad range of SMEs and private individuals, specialising in the food and beverage and packaging sectors. Sumi has significant experience in domain name matters and her technical expertise extends to registered designs in addition to trade marks. Sumi is also periodically published in Lexology, World Trade Mark Review and various publications within the retail sector in Ireland. She currently chairs the Copyright & Designs Committee of the Association of Patents and Trade Mark Attorneys (APTMA) in Ireland and is also a member of the International Trademark Association, currently sitting on INTA`s European Anti-Counterfeiting Committee.

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    Q&A with Jane Madden and Meabh Connellan, Vizeum

    Posted By Vizeum, 10 November 2015
    Updated: 10 February 2016

      HOW HAS THE ROLE OF THE CONTENT MARKETER CHANGED IN RECENT YEARS, AND HOW DO YOU SEE IT EVOLVING IN THE FUTURE? 

      The content marketer has to be a trend forecaster, a creative thinker, have an analytical mind and be more tech savvy. Content marketing isn’t solely about the creative perspective, it’s also about data and insights so the future is about the coming together of art and science in a way we haven’t seen before, so the content marketer of the future will have to be skilled in both areas.

      THERE ARE 27 MILLION PIECES OF CONTENT CREATED EVERY SINGLE DAY; ONLY 1% OF ALL CONTENT GOING VIRAL. WHY DO YOU THINK THIS IS HAPPENING? 

      27 million pieces of content is a lot. People can only consume and engage with a certain amount so it’s not surprising only .1% goes viral. There is also an issue around quality.  Data needs to be harnessed to ensure your content is relevant to your audience; however content is still a piece creative work and should be treated the same way. Creativity is not a science, and focusing solely on data will never lead you anywhere new, all it will do is tell you what consumers want now, not what they might want in the future.  As we know, consumers don’t know what they want, so it’s our job to use our technological and creative expertise to bring them something new and exciting that we know they will engage with.

      WHAT SHOULD CONTENT MARKETERS BE DOING TO GET THEIR CONTENT NOTICED, AMONGST ALL THE NOISE IN THE DIGITAL SPACE AT THE MOMENT? 

      Be brave. Take risks and don’t be afraid to fail. The worst thing that can happen is that you fail and no-one sees it, in which case you will have learnt something. Most importantly take ownership – and above all avoid listicles!

      WHERE DOES IRELAND’S CONTENT MARKETING STAND WHEN COMPARED TO OTHER COUNTRIES IE UK, US, AUS? 

      We are lacking the same level of investment in terms of people. Luckily we are seeing a turnaround of late where content is seen as a valuable marketing tool and is being pushed to the top of the agenda.

      AND FINALLY, WHAT IS ONE LESSON YOU HAVE LEARNED IN YOUR CAREER TO DATE? 

      No matter where tech takes us, there is no substitute for creative thinking.

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      Web Summit – A Social Media Review

      Posted By Kantar Media, 06 November 2015
      Updated: 10 February 2016
      Untitled design (93)

        The Web Summit 2015 has come and gone. Kantar Media have compiled a review of social media activity surrounding the event.

        Screen Shot 2015-11-06 at 15.59.32 resized

        Screen Shot 2015-11-06 at 15.59.51 resized

        This infographic was originally published on Kantarmedia.ie.

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        Irish Marketers Trailing International Peers in Content Marketing

        Posted By Naoimi Young, 03 November 2015
        Updated: 09 February 2016
        Untitled design (1)

        There’s no question that content is shaping the marketing landscape globally but how is Irish content marketing really doing? A survey conducted by the Marketing Institute of Ireland and 256 Media is the first to establish the state of content marketing in Ireland and how it compares to international markets, and it finds that Irish marketers appear to be still getting to grips with this relatively new discipline.

        Content marketing is beginning to make an impact with Irish marketers who spend 22% of their marketing budgets on content marketing currently, compared with a UK market figure of 26%. However, with 75% of Irish marketers intent on increasing their content marketing spend in the next year, this budget gap looks likely to close.

        79% of marketers consider content marketing to be important, with 76% saying they have a content marketing strategy (compared to 87% of UK marketers). However, only 48% have documented their content marketing strategy (though this is about 10% higher than our counterparts in Australia, the UK and the US).

        Customer engagement was rated the highest in terms of strategic intent in Ireland, followed by lead generation and website traffic growth.

        The most used content assets are social media (used by 92%), followed by articles on website (74%), video (70%) and enewsletters (66%). Interestingly, blogs are used by just 51%, which is significantly lower than international norms (85% of UK marketers use blogs).

        92% of Irish marketers view social media as the most important tactic, with Twitter (52%) found to be the most effective channel. Twitter also featured as the highest ranking social media platform in the UK, and the US while in Australia, LinkedIn was most popular.

        socialmedia1

        Those with a documented (as opposed to just verbal) content marketing strategy, are more likely to consider their efforts effective, and to use personas, to produce more content, to increase their content spend, to use external resources, to have a dedicated team member responsible, to use content management software, to know what they are spending, and to measure their efforts. However, a lack of time, budget, and resources are proving to be a big drain on content efforts and marketing teams the world over.

        Commenting on the survey, Tom Trainor, Chief Executive of The Marketing Institute, said “We are delighted to have this first insight into the state of content marketing in Ireland, as it allows us to benchmark ourselves versus other markets where content marketing is more established. The results point to significant opportunities for Irish marketers to enhance their return on investment in this area. This is important as only 26% of Irish marketers rated their content marketing efforts as effective compared to 42% of their UK peers.”

        Karen Hesse, Managing Director of 256 Media, said “This survey suggests that Irish marketers are enthusiastic about content marketing but still getting to grips with the discipline. We see scope for improvement in how we are approaching our content strategy, implementation, use of technology and measurement of return on investment in order to drive better returns from our increasing spend. This is evident from the fact that only 42% use Buyer Personas, a staple of content marketing, to inform their efforts.”

        To download the 24 page ebook ‘What’s the Story?’ with the detailed results of the survey, click here.

        Note on the survey: This survey was conducted online. All respondents are based in Ireland.  20% of respondents worked in companies with <10 employees, 46% in companies with 100-1000+ employees; 36% in companies 1000+. 35% of the companies surveyed were B2C; 24% B2B; 46% both B2B and B2C.

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