All posts by melike

Video Programmatic

Since last year, “programmatic” is the word that anyone who is in digital marketing world heard it almost everyday of their working life. It’s simply, a way to bring together the advertisers and publishers ( also lots of third parties) in a platform to get the most advantage based on a program not with human labour. There are lots of articles on web. But this one clarifies it basically and give difference between programmatic and RTB. If you do not want to read long articles, there is a list that includes 10 infographics about programmatic on this page.

Today I want to talk about only one part of Programmatic, it’s video programmatic. However it has still less slice form all programmatic world, but growing very fast, at roughly 2X the rate of programmatic overall.

There are a few companies which only serves video programmatic solutions like Videology, BrightRoll and Videoreach ( maybe more :) let me tell if you find) Because of it’s being a partner of my company and carry out succesful campaigns with it, I want to give more information about Videology in this post. Actually Videology is the the name of the global company but in Turkey the company named Tooplay collaborated with it and now they serves to their clients and agencies with Videology technologies. I prefer to use Videology in this post :)

Videology allows to advertisers (I maean media agencies) to manage their online video campaigns only in a single platform, without doing staff like getting communication with publishers, preaparing different VAST codes for each etc. By doing this you can determine a FCAP for whole campaign. So this prevents you to get duplicated views. You already now how many people will you reach at the beginning.

Data collabrators like Lotame helps Videology, to target their audience in different categories (Auto, Shopping, Shopping etc. ) and also different demographic characteristics. As well as Videology serves a wide range reports about your campaign (based on time ranges, demographic, geographic, website, target group etc), they also have some special trends.

– White Ops: White Ops which is a Videology extension, helps you to seperate the bot traffic on your campaign. So you can be sure about that you reach real people.

– Viewability: The player, on which your video ad is on air, may be above the page or on another tab. Videology can measure the viewability according to IAB standarts and optimize them.

– TVA Mix Tool: Videology gets data online data from Comscore, and gets TV data from specific sources. Then the system measures incremental reach as comparing the online reach to TV reach by an accepted methodology. A slider on the platform shows you how change the total reach, by adding budgets to online video.

-Untargeted BT Report: Even you did not choose any category (behavioral targeting) at the beggining of your campaign, system can report you in which segments you reach and which one performed better at the end of the campaign. So you have chance to decide, which segments you should target on your future campaigns.

Twitter/ Google İşbirliğinin Yansımaları

İlk olarak şubat ayında duyurulan Google-Twitter işbirlğinin yansımaları yavaş yavaş gün yüzüne çıkmaya başladı. Şubat ayındaki ilk açıklamalarda işbirliğine ilişkin detaylar verilmiyordu. 25 Mayıs’ta ise, öncellikle google mobil aramalarında twitter içerikleri sonuçlarına ulaşılacağı resmen açıklandı. Bundan böyle, içinde hashtag geçen ya da “xyz tiwtter” gibi yapacağımız aramalarda en güncel tweet sonuçlarıyla karşılaşacağız. (şimdilik sadece Amerika’da ve İngilizce :) )

image009

Şimdi bu sürece iki taraf gözünden bakalım:

Twwetlerin gerçek zamanlı olarak arama sonuçlarına yansıması Google için çok önemli bir avantaj. Google için bu gelişme, twitter datalarının da analiziyle birlikte kendi search sonuçlarının geliştirilmesine yol açacak. Bunun yanı sıra Google’ın en büyük ana rakiplerinden biri olan Bing’den çok daha geniş kapsamlı “sosyal” dataya sahip olması sağlanmış olacak.

Twitter içinse bu gelişme log out olmuş kullanıcıların yeniden siteye dönmesini sağlayarak, günlük aktif kullanıcı sayısını arttıracak bir değer taşıyor.

Pazarlama açısında değerlendirildiğinde ise bu gelişme twitter kampanyalarının daha iyi yönetilmesini gerektiriyor. Anahtar kelime, hashtag , kulllanıcı adı seçiminde çok daha titizlikle davranılması gerekiyor. SEO stratejileri belirlenirken bundan böyle Twitter içerik yönetiminin tekrar gözden geçirilmesi gerekecek. Aynı zamanda video, bilgilendirici makale, teklif, yarışma duyurusu gibi daha çok retweet edilen içeriklere odaklanmak artı bi değer katıyor olacak. Bu durumu bir dezavataja çevirmemek için sosyal medya dinleme araçlarına da daha çok iş düşüyor olacak. Markalara ait olumsuz konuşmaların da arama sonuçlarına yansıyacağı düşünüldüğünde çok daha kontrollü ilerlemek gerekecek.

Göreceli Gündem

Hepimiz kendi gündemlerimizle o kadar meşgulüz ki, dünyada, Türkiye’de, yaşadığımız şehirde, hatta aynı evde yaşadığımız insanın hayatında neler olup bittiğini merak etmeye fırsatımız olmuyor ya da olsa bile umrumuzda olmuyor çoğu zaman. Sohbetler hep “ben” diye başlıyor. Karşıdakinin ne anlatmak istediğini odaklanarak dinlemeden, benim de nokta noktam şöyle, ben de nokta noktada şunu gördüm/yedim/içtim, gibi hep ben-li cümleler çıkıyor ağızlardan. Sabırsızlık, hız, ben merkezcilik yaşam tarzı olmuş. Sen bir yabancı dil sınavına hazırlanmak için ders çalışırken mesela, dünyanın bir noktasında bir deprem oluyor ya da bir patlama mesela ya da bir tecavüz olayı ya da herhangi başka bir şey. Sana göre ise o esnada o aptal sınavdan önemli hiç bir şey yok dünyada. Kişinin kendini ciddi olarak sorgulaması gereken anlar işte bunlar. Çünkü bencillik ve duyarsızlık arasındaki ince çizgi tam da burada duruyor. Başarmak, mutlu/huzurlu olmak ve de mutlu etmek için bir miktar bencillik maalesef ki gerekiyor. Ancak çizginin bir adım ötesi bizi korkunç canavarlara dönüştürüyor.

Hikayeler

“Zannediyorlar ki tarihi halklar ayakta tutuyor. Ezberledikleri tarihler ve almaya yemin edip, kuşaktan kuşağa geçirdikleri intikam yeminleri…Oysa halkları ve insanları, görüp, bilip, belki de hiç kimseye anlatamadıkları o küçük hikayeler ayakta tutar.”
Ece Temelkuran/ Muz Sesleri

Digital Marketing Professions

In this post I want to talk about the professions of all online marketing field.
According to education-portal digital marketing profession is often responsible for developing the strategy used in marketing a company’s product online, utilizing such techniques in the field as social media, Web analytics, e-mail marketing and search engine optimization, among others. The names can be differentiate like digital sales executive, SEO marketer, online marketing manager, online marketing specialist and so on. Digital media planners/buyers can also be added to this list. Georgetown University also gives a list about possible job titles for a student that graduate from digital marketing programme. These are:

Marketing Strategist
Internet Marketing Manager
Web Marketing Specialist
Senior Online Marketing (SEM) Analyst/Director
Junior Search Engine Optimization (SEO) Strategist
Online Marketing & Social Media Specialist
Interactive Marketing Manager
SEO Diagnostics Consultant
Director of E-commerce
Creative Developer
Data & Web Traffic Analyst
Web Properties Marketing Manager
Digital Media Buyer

http://www.information-age.com/technology/applications-and-development/123457252/not-one-it-giant-has-a-complete-digital-marketing-platform--ovum
http://www.information-age.com/technology/applications-and-development/123457252/not-one-it-giant-has-a-complete-digital-marketing-platform–ovum

As being a very fast growing field, the profession will vary to sub-branchs in the future.

According to Bureau of Labor in the USA demand for marketing professionals will be strong through 2020 as the profession becomes more technical, specialized, and strategic.

Social Media Tracking Tools

As my master thesis is about “social media” it’s not possible to write down about it in this blog. Actually my thesis was about the usage of social media at nonprofit organizations but with the corporote work-life you start to see that profit-organizations use it much more effectively. As the social media population is highly fast growing, companies are having difficulties on managing these platforms. So they need to use some tools to control what’s happening in their brand pages and to observe their competitors. In this post I will tell you about some of the important social media tracking tools.

Brandwatch: Brandwatch presents a wide range of reports. You can see the list below

Multilingual Coverage
Search Operators
Proprietary Technology
Historical Data
Metadata
Location Data
Sentiment Analysis
Influence Statistics
Charting
Customizable Dashboards
Bulk Actions
Topic clouds
Fast and Intuitive Interface
Filters and Search Within
Rules
Email Alerts
Fully Exportable Data
One-click Response
Workflow
Unlimited Users: The more the merrier
Continuous Innovation
Human Data Validation
Comprehensive Training Material
Personal Account Manager
Quality over quantity
Full Twitter Coverage
Channels
Twitter Insights
Shareable Dashboards
Integrations and partnerships
Demographic Insights

http://socialmarketingfella.com/social-media-marketing-tools/social-media-monitoring-tools/
http://socialmarketingfella.com/social-media-marketing-tools/social-media-monitoring-tools/

Oktopost: Oktopus is another tool that not serves so much details like Brandwatch. There is chance to try it out free for 30 days. Their capabilities are:

Tracking Twitter favorites, retweets, mentions, lists and keywords
Receiving and replying to comments on any of your posts
Monitoring LinkedIn Groups and Company pages
Liking Facebook and LinkedIn posts
Getting content recommendations based on engagement

Sales Force: Sales Force tells their social studio’s works scope are these:

Collaborate at Global Scale
Understand Your Social Community
Plan and Share Content in Advance
Stay Close to Your Customers
Take Your Social Strategy Mobile
Track ROI

Social Bakers: works for more than 2500 global clients. They have 4 different products which are, smarter listening, smarter analytics, smarter publishing and smarter advertising.

Heart of digital planning: Comscore

One of the first thing that I learnt from the company I work for now about digital planning, is using Comscore. There were some important training sessions that we have to take on our first days. Although other issues are also considerable while making digital plans, in my opinion using Comscore is more essential than the others. Comscore measures 1.6 trillion interactions each month from 172 different countries. That’s almost equal to 40% of the monthly page views of the entire internet

The key benefit of using Comscore tool while making digital plans is, the ability to see the duplicate percentage of the websites or networks that your customer wants to add their plan. As the customer does not want to waste their budget, your duty is eliminate the sites or networks that have higher duplicate numbers than others.

The other things you can measure via Comscore is below:

Screen Shot 2015-01-28 at 9.54.57 PM

As I mention at the beginning, you can see not a single website data and also networks data in your report. For example if you want to see the total visits of Hurriyet group, Comscore categorize the details in a list like:

Screen Shot 2015-01-28 at 10.07.38 PM

In this chart P means: Property, M means: Media Title, C means: Chanel , S means: Sub Chanel

There are of course some conditions to get involved as a website or network of Comscore. These are:

• Traffic must be rightfully owned or signed over via Traffic Assignment Letter (TAL) to be included in a property hierarchy

• Branding must exist on every page of traffic below Media Title level

• Categorization is based on the content of the site. Sub-category depicts a real niche market

• Entity names must be descriptive to what the traffic illustrates

• All entities are subject to minimum reporting standards

Location Based e-Marketing

To be honest it’s really annoying but, after smartphones spread out it could not be thought that to use them as a real time marketing tool. People tend to notify where they are now, via Foursquare (at the beginning) Swarm and Yelp. So there had been a new advertising area to use. To clear out what is location based marketing lets listen to Foursquare: “Location marketing offers consumers ad messages on their mobile phones based on their location at any given time.”

Foursquare scientists think that location marketing targets not only place, but also context. They say, “For example, we would come at it by targeting business travelers landing at an airport. That’s a perfect time for a car rental company to push them an ad about a rental. It’s not so much advertising as it is providing useful information”

There are 9 tips for marketers to pay attention when it decided to use location based marketing techniques:

1- Your listing is extremely important when it comes to local search.
2- Being responsive — both on social media and to reviews — is still very important.
3- Good incentives are a must.
4- You should ask your regular customers and customers that express appreciation for your business to do reviews.
5- Location-based marketing works in two directions. (push & pull)
6- Location-based marketing is a great way to add value to people
7- Responsive website design is critically important.
8- The key to location-based marketing is to focus on convenience for the user.
9- You need to ask, “Is it useful?

It also possible to use some new technological devices as a location based marketing tool such as ibeacons
Apple’s launch of iBeacon technology prompted marketers to pack brick-and-mortar stores with location-sensitive devices that send out push notifications to shoppers who have downloaded a brand’s mobile app.

There are also some competitors for i-Beacon such as, electric beacon, pseudolite, nearables. (source: wikipeida)

ibeacon2

Mobile Retargeting

To be succesful in digital world, (especially if you sell your products online), you inevitably should use retargeting methods on your digital marketing plan. According to a research 17% of customers’ online sales are coming from the mobile channel. In fact the mechanism is almost the same with desktop retageting methods. But there are some important differences between desktop retargeting and mobile retargeting (especially tagging,
identification, inventory and creative)

At the beginning, mobile retargeting was not working healthy because of cookie problems. But now it’s working more effectively. There are some good reviews about this here.
One important thing to pay attention is, consumers tend to shop online on mobile devices on their leisure time. So marketers should prepare their plans to activate in these time. Otherwise conversion rates could decrease.

According to the same research that I mentioned before, mobile re-targeting drove an additional 18% of re-targeting-generated sales, a 46% higher click through rate and a 37% lower eCPC.

mob,le