epom blog

Epom Corporate Blog

How And Why To Measure Content Influence

How do you measure the success of your authentic branded content? If the approach is solely quantitative (you only count page visits and the time spent reading a particular piece of content, i.e. attention span), the insights you get are pretty gappy and deficient.

Often, content that gets replicated and discussed is neither the most clickable, nor the most eye-catching. Instead, it’s most important characteristic is influential.

Branded content’s influence implies the real value a piece of content adds to customers’ lives, which positively affects their brand perception, purchase intent and word-of-mouth activity. This is why it is crucial to develop the methodology for measuring and evaluating this influence, and such effort requires a qualitative approach.

One of the quickest and most cost-effective ways of measuring branded content’s influence is audience survey. The key to success here is asking the right questions before and after the content exposure, trying to maintain consistency in questioning, so that content’s impact can be seen. Among the tools you can make use of assembling relevant audience panels and surveying them prior to and post content exposure, we would name Cint and SurveyMonkey.

Of course, the questions asked during such surveys vary depending on brand goals, but generally, they align around the following categories:

  • Value. It is important to find out whether a piece of content was helping/informative/entertaining, etc.
  • Purchase decision. You should figure out whether the piece of content affected customers’ intent to buy a product or service.
  • Brand impression. Has the customer’s impression of the brand changed after reading the piece of content?
  • Word-of mouth intent. Try to learn whether the customer is going to recommend the piece of content to friends.

Such a qualitative analysis helps in identification of the best-performing content and improve the overall content marketing strategy. Combined with quantitative metrics, it can provide especially useful insights.

Written by Irina Len
CCO at Epom
Epom – global provider of ad serving solutions
Visit us at http://epom.com/

Questions or suggestions? Send to sales@epom.com

Four Ways Of Being Truly Relevant

Relevancy is what really matters to customers. Think of it as the key word for describing any CX you provide, and learn the four tips for achieving it.

1. Be reactive in real time.

People may not be actively looking for support even when they want it. Therefore, your task is to be reactive, and have staff in place to monitor social media and address all the problems or doubts voiced by consumers in due course. 

Consider reactivity as a mobile concept, for a huge part of social networking is now happening on mobile.

2. Make the most out of customer location information.

Probably, there is little new here, as location relevancy is a widely adopted concept. It is only worth noting that mobile technology is integral for providing customers with relevant experience depending on their location.

Consider Scrabble’s example of being relevant due to smart usage of customers’ location data. By providing free Wi-Fi in certain locations in exchange for easy and enjoyable interaction with the brand, they both stressed the brand features and provided a great CX.

3. Have a mobile app work as the best solution in certain occasions.

Your mobile application can provide a great customer experience, too, as long as it is easy to use on the go and cutting out unnecessary actions like repeated entering of payment details on a website. This is the way of achieving circumstantial relevancy (providing users with relevant experience in certain occasions).

4. Provide relevancy based on customer behaviour.

A great customer experience based on user behaviour analysis can include anything from retargeting, paid search ads and automated emails to the internet of things. However, it may be pretty hard to provide relevancy of this kind, because people’s behaviour is usually something regular and customary, and it takes an invention of something really exciting to break the habits accustom the new kind of user experience.

Written by Irina Len
CCO at Epom
Epom – global provider of ad serving solutions
Visit us at http://epom.com/

Questions or suggestions? Send to sales@epom.com

Three Mainstream Trends In Mobile Commerce Business

The future growth of mobile commerce is apparent, knowing that mobile technologies are prospering and confidently winning the digital world.

If you are in the ecommerce business, you should be focusing on mobile more than ever. The below given trends will help you to set priorities when planning mobile commerce strategy.

1. Meeting the expectations of the millenial generation

Consumers of any age group are potential mobile spenders, but it is the millenials (young people aged 18-35) who shop on their mobile devices most often. Researches have shown that almost each mobile device owner above 18 and under 35 used their device for making a purchase in the last half a year.

Folks of the millenial generation have been growing up with digital technologies and feel more confident than anybody else using mobile devices for a wide range of purposes including eshopping. However, the specifics of this age group is: short attention span, flair for filtering out plain sales messages, higher receptiveness to visuals than text blocks, lack of loyalty to certain brands. All these characteristics require an adequate revision of your marketing approach.

Challenging expectations of the major part of your mobile customers require that you:

  • provide similar in quality in-store, online and mobile experiences
  • use mobile networks like Instagram and Snapchat to engage them
  • are always ready to provide relevant product related content via any communication channel they choose.

2. Developing one platform universal across all mobile OS

It was once wittily noticed that there exist only two types of people: iOS users and Android users. Indeed, together they constitute 82% of mobile device users. While Android users prevail in quantity (44% to iOS’s 38%), they concede in terms of average mobile commerce activity. Apple devices’ owners are the most frequent mobile shoppers. For example, in case of tablet users, 76% of those owning iOS device use it to make a purchase on a monthly basis, while only 54% of Android device owners do the same.

However, that does not mean you should allocate all your efforts to creating a solution that supports iOS, and ignore other mobile operating systems. Firstly, the proliferation of Android devices goes on so fast that it may be just a matter of time when Android users outpace iOS users in terms of mobile spend as well. Secondly, Blackberry and Windows Mobile should never be discounted. Currently, users of both these mobile operating systems happen to be even better mobile spenders than Android users, and the popularity of both Blackberry and Windows Mobile devices is expected to grow.

The future will bring wider device diversity, so the best strategy right now would be to develop a mobile site working consistently on every mobile OS.

3. Increasing B2B activity

While the enterprise is traditionally slower at adopting new technologies than the consumer space, B2B mobile commerce is already here and gaining momentum. These days, 40% of B2B marketers are engaged in ecommerce, including 6% who claimed to had made a work-related purchase via mobile in the last half a year. Taking into account that both B2B trade and mobile technology are on the rise, the field of B2B mobile commerce is promising some exciting opportunities.

Written by Maya Andrejczyk
PR Manager at Epom
Epom – global provider of ad serving solutions
Visit us at http://epom.com/
Questions or suggestions? Send to sales@epom.com

Visit the Epom Booth at Ad:tech NY 2014!

The Epom team is delighted to invite our partners to visit our company Booth #823 at the the upcoming Ad:tech NY 2014.  

epom adtech Visit the Epom Booth at Ad:tech NY 2014!

Having become regular participants in various Ad:tech events worldwide, Epom is happy to welcome all existing and potential clients to visit the company booth in the forthcoming event in New York on November 5th and 6th.

This time we have prepared something really special for our visitors:

  • Interactive Demo of the latest improvements of the Epom Ad Server

  • Interactive Ad Showcase

  • Branded presents and much more.

Come visit the Epom booth #823 anytime to learn about the cutting-edge features of the Epom Ad Server, exchange opinions on major digital ad tendencies, and make sure you’re not missing any partnership opportunities with Epom.

If you wish to arrange a meeting with Epom team members or have any other questions or inquiries, please feel free to contact us at pr@epom.com.

Looking forward to meeting you at Ad:tech NY 2014!

Written by Iryna Len
Chief Communications Officer at Epom
Epom – global provider of ad serving solutions

Visit us at http://epom.com/
Questions or suggestions? Send to sales@epom.com

Single Customer View: A Binding Concept In Today’s Multichannel Marketing

Today’s state of marketing requires that businesses go multichannel. A company must establish its presence across a variety of both off- and online media in order to ensure continuous prosperity.

What does it mean to be truly multichannel? Is it all about creating a website, setting up branded accounts on social networks and launching ad campaigns through as many digital and traditional platforms as possible? Obviously, not. Along with being proactive, you must be responsive.

You can’t expect customers to contact you via a single defined channel when you have a multichannel presence. It’s them who will choose the means of communication, not you. The best you can do is ensure a seamless customer experience across all channels, so that the responses of client service teams are consistent in quality within each one. Customers are dealing with the same company, after all, be it in a shop, over the phone or via a social network.

A key to success in this kind of multichannel marketing lies in a concept known as ‘single customer view’, or SCV. Wikipedia defines it as an aggregated, holistic and consistent knowledge a company has about customers. To put it differently, it is a full picture of the customer and their path to conversion, received as the result of tracking consumers across all channels within which the company has presence, and used in a meaningful way.

Gaining the SCV results in a range of benefits, including but not limited to: improved client service (for it leads to better cooperation between traditionally separate teams responsible for different channels), increased customer retention and customer lifetime value, higher conversion rates. So, do your best to work out the SCV concept for your company, and drive some valuable insights from it.

Written by Lisa Urchyk
Editor at Epom
Epom – global provider of ad serving solutions
Visit us at http://epom.com/
Questions or suggestions? Send to sales@epom.com

 

2014 Marketing Trends: Predicted Vs. Actual Popularity

At the beginning of 2014, marketing industry specialists around the world were anticipating the rise of some brand-new phenomena relating to various advertising channels and customer experience. Now, as Q3 has ended, we already can summarize the expectations and results. Simple analysis of the popularity of terms denoting the incipient marketing trends in search queries demonstrates how true the predictions for the year were.

Channels: omnichannel, digitisation and digital transformation

While all the three terms refer to the general trend of shifting towards digital channels, ‘omnichannel’ has a broader meaning and describes the idealised state of marketing with interchangeable channels, and ‘digitisation’ and ‘digital transformation’ relate specifically to the organisational journey.

The popularity of both ‘omnichannel’ and ‘digital transformation’ as search queries has been gradually increasing since Q4 2013, while the number of searches for ‘digitisation’ remained fairly stable over this period.

With this, ‘omnichannel’ has received a much higher relevance than ‘digital transformation’ (roughly 12K monthly searches). Part of the reason, however, can be the confusion around the term.

Customer experience

This is the term of high relevance to each brand these days, and its popularity as a search query keeps growing (having reached approximately 12K monthly searches already).

Advertising: RTB, programmatic, native, mobile

The advertising trends are changing fast, indeed.

It is slightly surprising that neither ‘mobile advertising’, nor ‘RTB’ have seen any increase in search numbers during the year. In fact, the popularity of ‘real time bidding’ as a search query has even dropped a bit.

At the same time, ‘programmatic advertising’ seems to be on the ascent with almost 3K monthly searches this summer.

As to ‘native advertising’, this search term saw a sudden jump in popularity at the end of Q3, possibly for having been mentioned in Stephen Colbert’s TV show.

Content: curation, production, owned media

Content marketing is the extremely popular area of marketing these days. Therefore, the relating terms get an unchangeably high interest. A slight increase in a number of searches for ‘content curation’, as well as a slight decrease in searches for ‘owned media’ are rather insignificant, but may to some extent point at the decreasing relevance of the paid vs. owned vs. earned model.

Solutions: digital first, mobile first, service delivery

The popularity of all the three search terms remained stable during the year (with ‘mobile first’ having roughly 8K monthly searches). While the digital first and mobile first solutions themselves continue to emerge, the lack of search volumes increase for these terms can be explained by the fact that the phenomena have already been discussed in marketing circles for the last couple of years.

Written by Maya Andrejczyk
PR Manager at Epom
Epom – global provider of ad serving solutions
Visit us at http://epom.com/
Questions or suggestions? Send to sales@epom.com

The Recipe for Epom Success

At the recent DMEXCO 2014 Sergey Shchelkov shared his insights about the present and future of Epom.

Epom recipe The Recipe for Epom Success

The Dmexco conference was a spectacular event, bringing together prominent digital marketing players from all over the world. Described as an Eastern European prodigy in the competitive ad serving market, Epom received a fair share of media attention, bringing into focus the stunning success of its ad serving solution.

Sergey Shchelkov, Senior Sales Manager at Epom, shared the recipe of Epom Ad Server’s effectiveness. According to him, the main ingredient in this recipe is a strong focus on clients. “Our priority is to solve the needs of our customers,” he stressed while talking to marketingdirecto.com.

Watch Mr. Shchelkov’s full interview from DMEXCO 2014 and learn more about Epom current strengths and plans for the future.

Epom at DMEXCO 2014: Impressions & Insights

As announced before, the Epom team representatives have recently taken part in one of the most prominent digital marketing and advertising conferences in the world, DMEXCO 2014, which took place in Cologne, Germany on September 10 – 11, 2014. Having returned home, Epom representatives were delighted to share their impressions about the event.

Undoubtedly, DMEXCO is recognized as one of the largest and the most famous exhibitions and conferences in the whole world that annually welcomes hundreds of companies, working on the international digital ad market. This year the event has had over 800 exhibitors, and the number of visitors has exceeded 30 000 people during the two expo days.

According to Sergey Shchelkov, Senior Sales Manager at Epom, DMEXCO is a stunning event where the top online ad companies from around the world can establish numerous businesses contacts, expand their client base and exchange their opinions on the major industry trends with the most experienced experts in the sphere.

“The scale of DMEXCO is simply incredible, which confirms that online advertising is growing rapidly and continuously. Mobile and video are clearly the major trends in the field, and Epom is obviously one of the most prominent companies in this respect,” he explained.

Check out exclusive Epom insights from DMEXCO 2014 in our featured video report.

 

Written by Iryna Len
Chief Communications Officer at Epom

Epom – global provider of ad serving solutions
Visit us at http://epom.com/

The New Prospect Of Social Commerce

Ecommerce combined with online social networking form up an extremely powerful marketing channel. Take the immense audience of online shoppers, add the generally recognized power of recommendation on socials, and try to imagine the reach of the so called ‘social shopping’!

Continue reading “The New Prospect Of Social Commerce” »

Growing Customer Lifetime Value With Experiential Marketing

Experiential campaigns are a relatively new trend in brand marketing. These campaigns offer a completely novel experience to modern customers who are fed up with and, therefore, skeptical of traditional marketing techniques. While sometimes confused with ‘event marketing’, experiential marketing has clear distinctions and unique advantages at which we are going to take a closer look.

What Is Experiential Marketing?

As implied by the name, experiential marketing is about ‘experiencing’ a product in a physical space. This involves touching, viewing, tasting and using all other senses to experience the product. Research has proven that consumers are inclined to experiencing a product/service firsthand, preferably in the context of its potential role in their daily lives, before deciding to make a purchase. This is the approach used by Experiential Marketing: allowing the brand and its products to come alive for consumers, interact with them, and create an emotional connection with them in their personal space. This connection is formed by relevant and memorable experiences  provided within the campaign’s framework. Also, it is mandatory to stir positive emotions in people during experiential campaigns, for them to continue associating such emotions with that specific brand. As a result, both sales and brand loyalty are increased. Moreover, a consumer who has experienced your product/service, seen how it can fit in his life and truly liked it, is able to articulate your brand’s benefits and thus increase word-of-mouth referrals.  Yet, an even more outstanding advantage of experiential marketing is its effectiveness in growing customer lifetime value. The experience consumers got during a well-managed experiential campaign will encourage them to continue coming back again and again for more.

Three Indispensable Characteristics Of Experiential Campaigns

To get all the benefits of experiential marketing, a campaign should: 1. Include product samples and have a venue for trying them. According to a recent survey, almost half of all respondents assert that they are more likely to purchase something if they have the possibility to try it before. Any experiential campaign, by definition, must have a venue for trying product samples. Nespresso succeeded in experiential marketing with their coffee boutiques, combining the functions of showrooms and emporiums for tasting the product. This strategy is much more effective than a straightforward trade experience. 2. Be well-targeted and well-timed. The right audience, the right time, and the right manner of approach — these factors are crucial to the success of an experiential marketing campaign. An example to learn from is the Doc McStuffin TV show by Disney. The show is about a preschool girl healing toys in an imaginary hospital, and in order to promote the upcoming series and boost merchandise sales the company recreated the hospital in toy stores around the country, giving child visitors an immersive experience of taking the Doc’s role and diagnosing toy animals. The campaign was exceptionally popular, and the company reported a 5.3% growth in sales of merchandise. 3. Physically involve each particular person. It is a very desirable condition for experiential marketing campaigns to physically affect only one person; to make the experience individual, unique, and desired. Bud Light spent a whole fortune on their Super Bowl campaign, pranking one random man into spending the most splendid night of his life with llamas, ping-pong, Don Cheadle, and Arnold Schwarzenegger. This money was worth it, for one single man’s experience turned into the sixth most shared video of that year’s Super Bowl.

Written by Lisa Urchyk
Editor at Epom
Epom – global provider of ad serving solutions
Visit us at http://epom.com/
Questions or suggestions? Send to sales@epom.com
Page 1 of 5112345102030...Last »