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New Life Of The Old Content

Think about it for a while: search engines do keep all the content once posted on the Web forever, and it is likely enough that a potential customer’s first interaction with the brand may happen through some outdated page.

It would be ideal to include the revision of such old pages into your content marketing strategy, in order for them to continue serving their functions (including new customers’ conversion). Yet, content repurposing must be deployed in a smart way, to avoid the impression that you have nothing new to share with the audience. Here are some tips to consider:

1. Announce the improvements

Remember the popular tactic of food and beverage companies: without making some major product reinventions, they simply put a ‘new and improved’ tag onto the packaging, positioning it as a slight improvement which their consumers will surely like. Why not adopt it in your content marketing?

You can improve the old versions of your website tools, regularly update legislation section, enhance the quality of all the offered information, etc. This approach corresponds to the concept of agility in digital marketing, under which making valuable incremental adjustments to the existing content can bring you more than putting effort into the creation of something new.

2. Identify new opportunities

Your old content can help you in driving valuable insights and predicting the success of future marketing initiatives. Simply continue to monitor the audience’s reaction to every piece of your content, not just the most recent one. What is holding your site visitors’ attention longer, what is encouraging them to interact? Sum up the data and ensure that your further marketing plans are supported by the success of your former initiatives.

3. Connect the past to the present

Consider building a parallel between the past and the present of your brand. Remind your consumers of where you were a year ago, and show them what has changed. This works well for any type of content, but best of all – for event specific content. A conversation on social networks starting somehow like this: “Looking forward to the upcoming event? Check out last year’s pics” – can both serve as a nice lead to the annual activity and draw more eyes to the old post.

4. Use the principle of a callback

People love to feel familiar with the subject matter, so try to give them the sense of affiliation by recollecting your past initiatives in which they were participating. Creating audience rapport will help you a lot in achieving various marketing goals.

The main idea you should drive from the above tips is: do not leave your old content to rust. Instead, try to awake the sleeping giants.

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

Delivering Personalized Experiences While Respecting Consumers’ Privacy

Success in digital marketing often requires personalization of user’s experience. At the same time, privacy regulations are becoming ever stricter, and marketers have no choice but to comply to them. This situation is somewhat paradoxical, but we must learn to balance in order to succeed.

Consumers show both the growing concern about their online privacy (92% of respondents in a survey by TRUSTe), and the growing demand for more relevant brand offers (73% of respondents in a survey by Accenture).

Combining the two goals may be tough, but emerging tools and strategies can help marketers overcome the challenge, making consumers happy. Consider some of them:

1. Using first-party data

Consumers’ concern about the privacy of their data is connected with the use of third-party data collection techniques by marketers. The trading of data gathered from search history and cookies happens without users’ consent, and 71% of people claim to be ‘very concerned’ about it (according to a survey by ConsumerReports).

Consider switching from traditional third-party data targeting to collecting first-party information.

Other than having the advantage of being permission-based, thus resolving users’ privacy concerns, first-hand data is also far more accurate, as it comes directly from the customers. Another idea to consider is the fact that more than 50% of consumers agree to share their information with a brand as long as it brings them benefit (according to Get Elastic).

You may request access to specific and valuable information on registration forms, but be sure to to take into account that customers are far more likely to share this information with you if you explain how this information will be sued to improve their experience with your brand.

2. Collecting information gradually, as you build customer loyalty

Asking consumers to provide too much data from the get-go may startle them. Instead, concentrate on nurturing a long-lasting relationship with each and every customer.

Start your initial contact by asking customers to provide just the basic information and verify it. Then, build trust and add opportunities for consumers to connect with the brand on your site, telling you more about their preferences. As you communicate regularly, people will start to share their data more willingly, and this will let you personalize customer experience in a more natural way. 49% of respondents claimed to be willing to allow brands they trust to track their data, according to Accenture.

3. Employing data management solution

The volume of consumers’ sensitive data in the company’s possession is constantly growing, so it is absolutely necessary to put a solution for managing consumer identity and access (cIAM) in place, and adhere to the newest privacy regulations created by lawmakers. Such compliance is extremely important, as 76% of consumers are likely to look for privacy certification to settle their concern. Modern cIAM solutions update automatically to reflect possible changes in privacy policy and account. Also they allow users to control the data they share and the ways in which it can be used.

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

5 Marketing Principles of the Digital Age

With the advent of the digital era, marketing has changed in many ways. Techniques used in digital marketing are quite different from what businesses used to do for acquiring clientele before. They provide businesses with the opportunity of direct engagement with customers. Now you can ‘talk with’ them instead of simply ‘talking to’ them, as it was customary with traditional channels. Naturally, the tactics and tools good for marketing in the digital media are not the same as those in traditional media, and the whole approach differs as well.

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Display Advertising: Bringing It Up To A New Level

To many of us, it seemed that old-school display advertising would gradually lose its scale, giving in to brands’ new, snappy, and catchy marketing technologies that are developing so quickly in today’s digital world. This presumption is supported by some generally known facts, like: 30 to 50 percent of display ads remain unnoticed by users, display ads’ CTR approximates, etc.

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Meet Epom Team at DMEXCO 2014!

Epom is happy to inform our clients and partners that we will be taking part in the upcoming DMEXCO 2014 conference in Cologne, Germany.

meet epom 450x450 1 300x300 Meet Epom Team at DMEXCO 2014!

Epom is continuously expanding its presence at the most profound ad-tech conferences and events worldwide. This year we are debuting at DMEXCO, the reputable conference for digital media, marketing and advertising companies from various parts of the world. The event will take place on 10 – 11, September 2014 in Cologne, Germany.

We are happy to welcome everyone to visit our company booth , located in Hall #6, booth D-020,  where you can learn about new Epom features, exchange views about the hottest industry trends and predictions and discuss the most beneficial partnership opportunities with us.

Should you have any inquiries or wish to set up a meeting with Epom representatives, please feel free to drop us a line at pr@epom.com.

See you all at DMEXCO 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 Edit

Epom Introduces Piggyback Tracking Functionality

Epom has added the brand-new feature, which allows transferring all tracked conversion data volumes automatically to proprietary or 3-rd party ad serving solutions – the innovative Epom Piggyback Tracking.

pic Epom Introduces Piggyback Tracking Functionality Undoubtedly, the added Epom Piggyback Tracking functionality is substantially advantageous for ad network clients who usually partner with numerous advertisers and publishers in various verticals.

In particular, if they opt for activating the feature in their Epom ad server accounts, it will become possible to automatically send all tracked data, regarding actual conversion rates, to their clients, who use either 3rd party or proprietary ad servers.

Clearly, the implementation of Piggyback Tracking has a wide range of advantages for all parties, since it reduces network managers’ daily effort and allows their partners to keep all ad performance under control. In addition, it helps making the mutual cooperation among ad networks, publishers and advertisers absolutely transparent.

Learn how one of Epom ad network clients ADM has managed to simplify their work and improve business relations with their client DITS Games in our latest case study.

If you wish to find out more about the implementation of Epom Piggyback Tracking, please check out our support documentation or contact our highly qualified technical support team directly at support@epom.com.

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 Edit

Strategy For Keeping Subscribers Loyal

It is not just retailers who associate their success with the ability to hold on to regular clients. The owners of online publishing businesses would also assert that their success heavily depends on retaining loyal subscribers. While strategies for retailers are discussed often, commonly known, and widely applied, strategies for online publishers aren’t the same, because of the business’s specifics.

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Content For eCommerce Sites

If you have a ecommerce website, do not limit its functions to just a place where consumers can purchase your products. Editorial content is a tool that can be so powerful as to turn online shopping site into a full-scale marketing platform where you can drive engagement, nurture customer relationships, provide personalized experience for each visitor, and more.

So, here are some tips on how to ensure continued engagement and increase conversions on a ecommerce site with the help of content.

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Agility – The New Strategic Way Of Thinking In Digital Marketing

The digital world has transformed drastically after the advent of mobile, and so have consumers’ behaviours, expectations and preferences. As ever, marketers must adjust. These days, they are no longer able to spend months setting up a single campaign. Instead, they have to innovate, responding to audience’s changing needs quickly. This concept has gotten the name ‘agile marketing’.

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Building A Cross-Channel Campaign Around Live Events

Conversations about live events become especially topical in the summer, when most open-air concerts, festivals, sports games, etc., are being held around the world. For example, can you name a more widely discussed current topic than the Brazil World Cup? So, it’s just the right time for us to look at such events from a marketing perspective.

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