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Emily Turner kick started the talks by taking us back a decade to consider just how far content marketing has come.
Fast forward 10 years, we are now engulfed by a mass of technology and data is at the cornerstone of everything we do, but more than ever, it appears we are moving further away from the audience we are trying to connect and engage with. Two large organisations that have recently had to set-up digital organisations in London, to carry out meetings across departmental functions, to consider consumer insights. Gareth: Data is vital to what we do but ultimately the user needs to be central to everything you do. Emily: Government Digital Service, everything they do is about transparency in terms of codes and processes, and what they share. Doug: People think it is a hype and a fad; but can you ever imagine a time when packaging up your expertise to help your team do their jobs is non-existent? What a great evening. We hope you left feeling a little less bewildered by content shock and gained some ideas which you can apply to your own business, agency, or marketing plan. Be sure to keep an eye out for the next techmap Meetup – Is Data the Holy Grail for Marketers? So many people are trying to make money from programmatic, but are not understanding the experience for the end user or how to go about creating it. Andy went on to explain how Time Inc has moved beyond just digital and into print programmatic; enabling advertisers, initially in the US, to target the most highly desired segments in the digital marketplace in print too. Jack contended that programmatic is going to play a massive part in the future of advertising. Jack explained that ever since the evolution of the internet, a programmatic approach made sense. Gawain started by referring to when Nestle were approached about a product called Xaxis, offering programmatic trading. Gawain suggests programmatic trading really isn’t that difficult to get to grips with.
Gawain reveals that Nestle spend about 30% of its money in digital adverting, of which a significant amount goes into programmatic trading.
Stephane discusses how programmatic is still very new; but that the key thing is to get transparency and efficiency and to move away from that very rigid and fixed media plan towards a more flexible media plan.
He goes on to explain how the company used to buy display and negotiate with publishers; this was then booked for 3 months. What a great evening. We hope you left with a better understanding of programmatic advertising, or buying, and some ideas you can apply to your own business, agency, or marketing plan. I can’t help but read every piece of content that will help me to answer the question of whether programmatic is the future of advertising? For those of you completely new to programmatic advertising, this is without a doubt a subject you will want to learn more about. Rapid advances in digital technologies have revolutionised the world of marketing and communications – you don’t need to be a rocket scientist to see how the marketing world is changing. Marketing was once the domain of mad men, but it is being overrun by a new digital landscape owned by the “math men” of tomorrow.
What’s particularly interesting is a general lack of understanding we’ve found during our research for this event.
Media owner – Andy Bush from Time Inc will be looking at programmatic from the media’s point of view, covering the essentials of what, when, how and why. Brand owner – Gawain Owen from Nestle will be looking at the challenges and opportunities for inhouse marketers of taking on programmatic buying.
Tech provider – Jack Rutter from TubeMogul will be looking at programmatic from a technology providers perspective. For in-house marketers it’s a real chance to think about how you can squeeze some extra performance and value from your budgets, while learning what some of the potential dangers are too. I hope to see you on the 16th March for what is going to be a fascinating conversation and debate.
The reason you see the same ads over and over again is because you are being targeted based on your behaviour.
You can prioritise your campaigns too: the higher the lead score, the more you want to engage them through marketing or ultimately sales. The point of all this is simple: the better you get to know your target audience, the more closely you can align your marketing to their needs and wants. We’re going to be running an event in London this coming March all about programmatic advertising and encourage you to attend. Behavioural targeting is without a doubt a great opportunity for marketers at all levels and in all industries.
Google Adwords, or any Pay Per Click (PPC) advertising campaign must be clearly defined, carefully monitored, and maintained, to be the most effective. Google Adwords is not a risky advertising move, it’s more targeted, more measurable, and ultimately more profitable than almost any other medium, but that ease of use does mean, that inexperienced advertising can lead to missed opportunities and misguided interaction. Using Adwords to gain leads, conversions, brand awareness, or applied as tool to understand keywords and audience, are some of the best uses of the service. Let’s clarify one thing right off the bat, if your PPC account manager is only reporting clicks and traffic, they’re doing something wrong, very wrong. Before monitoring any metrics, or even considering the analytics that Google provides, you should set goals and conduct research.  When you research keywords, competitors and audience, you can build a more complete view of how your goals can be achieved, and with tools such as Google Trends, you can monitor peaks and troughs. I cannot stress the importance of setting and fully discussing goals with the team who will deliver your advertising campaign. Creating leads and acquisitions are commonly seen as the primary functions of Google Adwords, and Google has created a great marketplace to drive customers and possible conversions towards your site or store.
Whilst some businesses use Adwords to provide a constant flow of users, it is also possible to create a campaign tailored around a specific product range, store, or even promotion, allowing your scope to fit your goals and budget. Google Adwords allows your customers to make instant purchasing decisions, yet is equally effective at building relationships with your brand, products or company.

Google Adwords also has a feature called Remarketing, this allows you to continue to engage users after they have left your website, keeping them in contact with your brand, while they browse other website. When using Google Adwords for brand awareness, messaging, imagery and branding are of upmost importance, that is why, for larger campaigns, I would recommend you work with an organisation which has these elements built into their team. Google Adwords can also be used as a search tool for other methods of online marketing, such as Search Engine Optimisation. As Google has made changes towards privacy and implemented solutions which protect user data more deeply, strategies such as Keyword Research with PPC continue to be effective, consensual ways to get data which will let Adwords Campaigns be targeted to the correct user groups. There are many applications of Google Adwords, only a few of which have been described here. I know this blog is supposed to be all about b2b marketing, but I just had to share this recent campaign from Pepsi Max. You will see what I mean if you watch the video below… entertaining and engaging stuff.
Now to get my thinking cap on for how we could apply this type of creativity in b2b marketing. Are you responsible for advertising either in a b2c or b2b environment? If you answered yes, then read on. Measuring the effectiveness of a message is one of the fundamentals of advertising research. If you work in advertising and have any interest in making sure your latest campaign achieves the best possible result, this is the place to be. No prizes for guessing which movie inspired this poster, but we’d love to hear from you if you are looking for a marketing agency.
At Klaxon we know you need marketing outcomes and results that can be measured and this is exactly what we aim to deliver. You can find out more about our marketing expertise here and our team members here. Twitter automatically promotes your best performing tweets to people who match your interests.
In others you only pay when you gain a new follower, or when someone engages with your tweet.
QR codes are quick, easy, convenient and trackable, but ultimately not worth the ink if you don’t meet these criteria.
She reminded us of a time when CD-ROMS were the norm and when market research would only skim the surface, providing limited insights surrounding our audience we were trying to reach. Even some of the most successful big brand names are asking for help in an attempt to get closer to their audience.
That sure adds up to a big boatload of content and nowadays, every B2B marketing agency is cramming the word content into everything they do. Xchanging are the first Turtl customer in the world, and have replaced all customer facing materials including, presentations, white-papers, brochures and fact sheets, newsletters and surveys and the list goes on.
Others that spring to mind include Association of Account Technicians and Institute of Engineering, particularly for their YouTube content. B2C are trying too much to be membership organisations that’s why they are lagging behind. Some B2B marketers loath using marketing automation tools as they feel it makes their role redundant. It was suggested a lack of education, combined with an urgency to break into the programmatic space, is creating a whirlwind of confusion. Whether it be through TubeMogul’s software, or anybody else such as Google or MediaMath and so on. Search was the first to utilise software to automate the buying of key words with demand or auction based pricing.
He explains how the product works a bit like a washing machine; you put something in, spin it around and it comes out the other side with a bit of targeting to it.
Nestle currently collaborates with 3 different types of companies, including agency trade desks (audience on demand), specialist trade desks (programmatic companies) and search agencies; whilst identifying the pros and cons of each one of them.
The company also looks at data management platforms to identify how data can be aggravated across all mediums. After all, if it’s going to be a good event, I want to make sure our panellists answer all the right questions.
Where once there was a clear divide between paid, earned and owned, now they are frequently all glued together in a digital world, with the promise of ever-greater returns. There’s a real knowledge gap, especially for those who have grown up with broadcast, print and OOH media as the primary platforms.
I hope you will consider joining us for this next event on programmatic advertising, or at some point in the future. It’s most obvious when you realise every banner or text link advert you see on the web is the same. Websites essentially store a cookie on your machine, which Google then links to search queries, which in turn allows them to serve targeted ads based on those interests. The more closely aligned your marketing is, the higher you are likely to convert web visitors into leads, into customers; or attract leads at the top of the funnel in the first place. This is when you serve exactly the right ads based on your target audiences profiles and browser behaviours.
If you are in any doubt that this is the future of advertising, you absolutely have to come along to find out more.
You can get in touch with me here or on twitter if you would like to talk about how you can apply this to your business. It is vital to understand your audience, and have clearly marked goals, not only to make sure that your campaign is providing the most value, but to understand the benefit of Adwords on other channels. When applied correctly, it is possible to create highly specific targeting which fulfils the needs of your business, allowing you to turn those leads into highly profitable, engaged customers.
Google Adwords in partnership with Google Analytics allows bidding to not only be highly specific, but also highly measurable and accountable.

Not only to create a clear set of success criteria for your campaign to understand whether the campaign is working for your business, but also to allow your search engine marketer to discuss ways in which you can increase the reach of the campaign; offline, through social, and other marketing channels. Profit on a per acquisition basis allows advertisers to balance the price of a conversion, with the limit of their budget to create the best possible return on investment. All campaigns allow your adverts, whether it be a text, image, product or video ad, to appeal to a specific user’s need, whether they’re precise such as “buy macbook pro 2014” or as vague as “new laptop”. All you need is a store location registered with Google+ Local (Google’s service for associating real-world businesses with their identities online), or a call extension (which allows users to call you from their phone with one button press), and you can prompt a conversion to your store, without the user having to complete complex directory enquiries. Impressions can easily be in thousands with Google Adwords, this is due to Google’s incredible volume of search traffic, but also its many partnerships with sites online. This can be highly effective for products and services which have longer lead times, but also this re-appearance of your advert is great for cementing a brand in the mind of the user. With great branding, messaging, graphics and video experts in addition to your advertiser, you can create an advert which can create a customer relationship which is long, stable and profitable, while missing one of this components can mean a less successful campaign.
Creating broad-reach adverts, with effective landing pages (page the user goes to when the advert is clicked), it is possible to get data not otherwise accessible to search marketers. If you business has goal, which involves leads, conversions, brand awareness, or many other measurable targets, then Advertising through Google Adwords will likely be a highly effective solution for your business. Essentially they took over a bus stop in London such that anyone waiting for a bus would be entertained by a fake window. Researchers are beginning to use indirect measures of memory as a growing body of evidence suggests that the unconscious plays an important role in determining one’s actions, attitudes and behaviours. There will also be expert researchers from decode, Conquest, Ipsos, Northstar, Face and Firefly to name but a few. But for those smaller businesses on the other side of the pond, it’s worth thinking about advertising on Twitter. On the side of the building works, about 50ft above street level, is a massive banner featuring a QR code. The BBC trialled this recently on a cookery show, where you were invited to scan the code on your television screen to get to the recipe. Again, do the math – lots and lots and lots more content from more and more sources being produced. The fact that software enables the central planning, management and reporting of advertising campaigns across multiple formats means that programmatic is here to stay.
After that came display and in it’s initial guise it looked like programmatic was more aligned with DR (direct response) than branding. From then onwards he set himself the task to go into the market to really understand how programmatic works. Now complicated digital exchanges are selling online media inventory (and in the case of Time Inc in print too) in real time, targeted to a specific individuals characteristics and their browsing habits. They all match the search term you entered into Google earlier in the day for call centre solutions, or blogging tips, or, whatever really. One of the more useful applications of behavioural marketing is to use the analytics and tracking tools available within marketing automation platforms. But if they visited 10 pages and fill in a form to download a white paper, suddenly the anonymous visitor becomes a person.
Barry is not going to know what’s hit him when your inside sales team calls and starts to discuss the exact solutions to his problems. You can start with small steps such as retargeting on paid search campaigns, and lead scoring based on website behaviours. This means that you can focus on specific endpoints for your Adwords campaign, whether that’s conversions, click-through-rate to a specific page, or engagement with your brand, and the route that users have taken to reach it.
Goals are important… they let everyone working on your campaign to plan, become profitable, and sustain a strong and positive relationship. Through Google Display Advertising, you can have adverts appear in email-boxes, on thousands of partner sites, on YouTube, and many other media providers, all of which can be highly targeted to reach your audience.
In the window there appeared to be flying saucers, an attacking robot, and a loose tiger making their way down the street towards the bus stop.
This seemed a little odd to me, given tube trains spend most of their life underground where there isn’t currently access to the Internet.
The few seconds available didn’t even give me time to reach my phone, let alone start up the scanner app. This allows you to match an individual’s web browsing pattern to a contact record in your database. What can you learn based on those behaviours that will inform your next marketing campaign? You can of course pick up an Internet connection outside in Central London, but how would you scan a code at that height and of that size? Now you can start to collect more data on Barry to better target your marketing based on his behaviours – which pages he visits, case studies he downloads etc. You can even allocate an appropriate lead score based on where they are in the buying cycle.Armed with this knowledge you can better focus in on Barry’s needs and wants. When you apply technology you can scale your behavioural targeting more easily, capturing ever more data on your target audience. Search Marketing allows you .Google Pay Per Click PPC advertising using AdWords is perhaps the most popular form of advertising among small businesses.

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