epom blog

Epom Corporate Blog

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’!

The idea has been agitating businesses for a couple years already. When the phenomenon first appeared, it has been viewed as the future of ecommerce. Social shopping was expected to create a sort of digital experience imitating real-life in-store interactions (with users sharing shopping journeys, giving and getting advice online).

However, the first attempts of popularizing social commerce failed.

Second Life was among the first social shopping projects. Conceived and tailored as a large virtual retail environment for brands to build their presences and visitors to shop from these virtual stores, it nevertheless saw no progress. Another initiative was started by Facebook. The company made several tries to introduce various ‘F-commerce’ options, Facebook Gifts (an option of buying digital gifts and sending them to friends) and Facebook Credits (virtual currency for ecommerce) among them. Each of them remained unsuccessful. Then, it became clear that the approach limited mostly to integrating social sharing buttons into ecommerce websites and allowing virtual currency was not enough.

Yet, social networks remained keen to penetrate into the lucrative field of ecommerce with its overall annual sales topping a trillion dollars, moving further from mere engagement and informing to real conversions and sales.

These days, it seems that social commerce is making a new start.

Facebook is planning to launch a special ‘Buy’ button added to status updates from the brands a user has selected. With this feature, brands and retailers will be able to post updates and at the same time encourage people to make an immediate purchase, rather than send them to the company’s online store. Facebook will be keeping credit card details on file with its servers, so that transactions are as smooth as possible.

Twitter has recently announced two social shopping initiatives. One is the acquisition of CardSpring, in order to launch the so called ‘in the moment’ commerce option. With it, any brand’s/ retailer’s posts previously intended for getting ‘likes’ and retweets are now increasing sales directly. Another initiative is a joint project with Amazon called #AmazonBasket/#AmazonCart (with a variation for specific countries). Using this hashtag, people can add products to their Amazon shopping carts directly from a tweet, and finish the checkout on Amazon website when they like.

Soldsie social commerce service is using a somewhat similar tactic. A brand/retailer posts a picture of a product with pricing info on social networks (Facebook or Instagram), and people who have the intent to buy it simply type the word ‘sold’ in comments. The item automatically adds to their shopping cart.

It would be interesting to see whether this time consumers will adapt the new initiatives and whether the bright prospects of social shopping will finally be realized.

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

Growing Customer Lifetime Value With Experiential Marketing

Experiential campaigns are a relatively new trend in brand marketing. They 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 has a number of clear distinctions and unique advantages at which we are going to take a closer look.

What Is Experiential Marketing?

As it is pretty clear from the term itself, experiential marketing is about ‘experiencing’ a product in a physical space, which involves touching, viewing, tasting and using all other senses.

Many researches have 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 exactly the approach realized by Experiential Marketing: allowing the brand come alive for consumers, interact with them and create a sort of emotional connection with them in their personal space. This connection is formed by experiences provided within the campaign’s framework that are relevant and memorable to the consumer. 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 drive all the benefits from experiential marketing, a campaign should:

1. Include product samples and have venue for trying them.

According to a recent survey, almost half of 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. Such 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 to approach them – these factors are critically important for the success of an experiential marketing campaign. An example to learn from is Doc McStuffin TV show by Disney. The show is about a preschool girl healing toys in an imaginary hospital, and, in order to both promote the upcoming series and boost merchandise sales, the company recreated the hospital in toys stores around the country and gave child visitors an immersive experience of taking the Doc’s role and diagnosing toy animals. The campaign enjoyed great popularity, and the company reported a 5.3% growth in sales of merchandise.

3. Physically involve one peculiar 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 this 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

Is Mobile Advertising Really Your Thing?

The Epom team created a quick test for you to decide, whether you are ready to go mobile.

Epom Quiz Is Mobile Advertising Really Your Thing? Mobile marketing continues to grow, blossoming with new opportunities for advertising. Millions of potential customers are using mobile devices on a daily basis, bringing signs of yet another revolution into the ever-changing world of digital marketing. With a set of rather unmatched features, like reaching your audience anywhere and anytime, mobile enables you to connect with your customers on a whole new level.

Now it is widely acknowledged, that the mobile market will only continue to evolve in the upcoming years, bringing even more innovative solutions and business opportunities. It could be assumed that mobile ads will have an even greater impact on overall marketing strategies, making companies reconsider their marketing budgets.

Nevertheless, while the mobile advertising market is booming, naturally there are those who are in their element, exploring these new opportunities, and those, who struggle to keep up with the constant innovations. Thus we have created a quick, fun, and easy test for you to discover which category you belong to, and whether do you need to be going mobile at all.

So, take this fascinating Epom Quiz and check how well your business performs when it comes to mobile marketing!

Things To Check Before Launching An International Campaign

No one can doubt that in today’s global commerce reality, success depends heavily on a company’s strategy for international market entry.

With the available technology, it may seem easy to make an online retailing business international. There are plenty of good platforms, translation tools, and global banking services to help adjust the website and start selling to new regions, and global social platforms like Facebook and YouTube to facilitate sales and marketing. However, there are some specific issues business owners should settle before allocating budgets for international campaigns.

It is important to realize the fact that a new country or region is not an extension of a local market in which you got started, but a completely different one. Even if your marketing brings you high demand from new markets, its value can potentially be jeopardized by problems like local tax variations or poor supply chains. So, here’s how to avoid these hurdles.

Make sure issues with shipping are sorted out.

Your very first task before launching sales in a new market is to make sure consumers will actually get what they ordered. The supply chain must be reasonably priced, fast, and reliable.

Some countries really do have serious fraud and delivery problems. So, be sure to sort things out in advance, so that you do not have to pause the ongoing sales later on. In some cases, you might even decide to delist some specific markets from your internationalization strategy.

Predict and try to meet consumer expectations.

Do not neglect spending some resources to analyze and predict consumer expectations. If your website gets much traffic from a specific country, it is easy to foresee that, eventually, shipping will be insufficient to satisfy the demand. So, you can either look for a partner in that country or move your production facilities to a better strategic location, in order to reduce shipping times. Have the demand-driven approach govern all your strategic decisions.

Be prepared to accept local business rules, cultural differences, tax implications and the law.

There are plenty of things to learn before entering a new market if you opt for the organic growth of your business. One of the possible alternatives is partnering with a local company which already has all the required permits and experience operating in this specific region.

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

Marketing Trends In The Telco Sector

In today’s world of mobile communications, telecommunication companies have a huge influence on defining how businesses interact with their customers. Therefore, their specific vision of the current opportunities and challenges in the digital sphere makes a big difference.

For their annual report on the digital trends, Econsultancy has surveyed over 200 executives in the telecommunications sector along with professionals in other fields, and discovered that in many aspects their foresight varied.

Continue reading “Marketing Trends In The Telco Sector” »

New Marketing Challenges For Online Retailers

The specifics of ecommerce is that consumers are ‘always on’, but their attention is distracted, due to the abundance of both on- and offline resources trying to catch their attention every minute. From the marketing perspective, it creates several major challenges.

Success in today’s 24/7 online retail market has much to do with a brand’s ability to stay in touch with their customers (via any device, and at each stage of their path to buying), and keep them engaged. To put it simple, marketers now have to be a continuous drip-feed of valuable information.

Continue reading “New Marketing Challenges For Online Retailers” »

Specifics Of Media Consumption: UK Market Scope

Even if you are positive about the general trends and the role of each channel in the media industry today, some recent findings could impress you! The Communications Market Report published by Ofcom earlier this month provides miscellaneous data on media consumption, which marketers can use to drive truly valuable insights. The study was conducted in the UK, so the figures are true for a very specific market; however, the conclusions are likely similar for all markets. Below, we offer the most interesting facts for your consideration: Continue reading “Specifics Of Media Consumption: UK Market Scope” »

Epom Reports Stunning Growth in Q2 2014

The Epom team is happy to share the Q2 2014 company results and our predictions for the upcoming future with our loyal clients and potential partners.

Epom Q2 2014 Results Epom Reports Stunning Growth in Q2 2014 We are delighted to announce the release of the Epom Q2 2014 official results that display the platform’s incredible growth over the past year. In particular, the volume of monthly ad impressions served has now exceeded 120 billion, and this number is continuously growing. As for the volume of RTB traffic at Epom, the reported volume is over 40B impressions per month.

According to Artur Rakytskyy, Epom CTO such accomplishments are absolutely justified. “We have added servers and expanded our client base in various parts of the world, thus it’s no surprise that the platform is becoming more and more scalable. Moreover, our predictions for Q3-Q4, 2014 and 2015 are even very optimistic,” he smiles.

The company also introduced numerous upgrades in its functionality in Q2 2014. Namely, the most crucial improvements concerned:

  • Epom APIs for versatile groups of customers
  • Available ad optimization options ( ad unit & ad campaign levels)
  • Mobile-specific and desktop targeting functionality and more.

Furthermore, Epom has also implemented brand-new advantageous ad tracking features, like Epom Transaction Tracking and Epom Piggyback Tracking, all aimed at simplifying ad ops daily routine and allowing businesses to keep their ad campaign performance under control.

As Anton Ruin, Epom CEO, claims, the continuous improvements in the platform’s functionality remain one of the key principles in the business development strategy. “Undoubtedly, we are putting our effort into making Epom the top ad serving platform on the market, and we aren’t likely to stop at this point”.

As we have announced before, Epom team representatives will be taking part in DMEXCO 2014 conference on 10-11 September 2014 in Cologne. Please do not hesitate to come up to our booth, D-020 in Hall 6, and find out even more about Epom functionality and other company news.

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

New Life Of The Old Content

Think about it, search engines keep all the content ever posted on the Web, and it is likely that a potential customer’s first interaction with the brand may happen through an outdated page.

Continue reading “New Life Of The Old Content” »

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).

Continue reading “Delivering Personalized Experiences While Respecting Consumers’ Privacy” »

Page 1 of 5012345102030...Last »