Black Friday: Last Minute Tech Tips

How do you prepare for Black Friday? What steps do you take to mitigate potential issues and prepare your clientele? At NMPi we’re ready to tackle the pending holiday madness with a few tech strategies to ensure a smooth, and successful holiday run.

Monitoring

Websites take a lot of strain on Black Friday so by monitoring heavy activity, it allows us to react in the unlikely event a client’s website is taken offline due to a large influx of traffic. If the client website goes down, all the campaigns are instantly paused, allowing the client not to lose any ad spend due to technical difficulties. We currently monitor site traffic every single minute, 24-7.

Google Analytics API

If you don’t have it already, we recommend getting access to, or asking your agency about, Google Analytics real-time API which allows us to get an accurate snapshot of the number of people on a client’s product page. At NMPi, our analysts are alerted if the number of visitors goes over a certain threshold allowing us to react during Black Friday to hot products and adjust bids accordingly.

Scripts

Script management is important during Black Friday and the following holiday shopping period. It enables campaigns to run more smoothly, automating activity where speed and accuracy are vital. We’re currently running several scripts that help keep us on top of activity during Black Friday- During this busy period, it’s a good idea to run scripts that detect 404 errors and broken links to ensure these pages are rectified before launching your Black Friday campaigns. Another good idea is to launch a script that monitors the landing page and watches for out-of-stock items so that you can pause your activity and conserve your client’s ad spend. Given the speed at which transactions occur on BlackFriday, we recommend running this script over the course of the entire day.

Black Friday is around the corner, with these tech adjustments, you can ensure a successful and smooth holiday campaign season.

Need help with your Black Friday and Holiday campaigns? Contact us

Pinterest Play? Instagram Takes Steps Towards Shoppable Ads

Instagram waded into the shoppable ads arena when it trialled its version of the popular ‘buy now’ button with twenty US brands. The social photo sharing platform has taken steps to close the gap between browsing and shopping by allowing users to learn more about products from within their app, and then purchase them seamlessly. If this sounds eerily like Pinterest, you may be onto something.

Instagram recently ran afoul of Snapchat when it was accused of copying Snapchat Stories with its Instagram Stories.  After several failed attempts to purchase the platform, Mark Zuckerberg did the next best thing, copied Snapchat’s most coveted feature, Stories, on Facebook-owned Instagram as Instagram Stories.

Instagram is ready to play copycat again with its venture into Shoppable Ads. It set about testing posts with select brands in the US to allow users to learn more about the products they see before buying them. Instagram presents the user with a ‘tap to view’ icon at the bottom left of each photo which expands tags for up to five products. The tags contain the details and cost of the items but don’t immediately appear, users must hover over the ‘tap to view’ indicator to see a featured item. Users can then scroll through the products shown and decide to purchase from within the app.

Pinterest has had this feature for some time, and has seen remarkable results. 75% of its users have purchased something on the platform or because of it.  Pinterest users stay on the platform for approximately fifteen minutes per visit, giving marketers plenty of time to deliver ads to them. The demographic for Pinterest and Instagram used to vary widely, with Instagram being the platform predominantly for Gen Z and younger Millennials, and Pinterest skewing predominantly towards women in their late 20s to early 40s. Recently, Pinterest has seen a spike in Millennial use, with 67% of its users falling into that category.  Instagram is eager to cash-in on this potential new source of revenue and is now strongly courting brands to use its platform to reach their younger demographic. Add to this, the eventuality of a ‘save for later’ button, and Instagram fully moves into Pinterest’s territory as a save and shop platform.

This latest development is aimed at Instagram’s discovery audience, i.e., those who use the platform to look for the latest items but aren’t sure what they want just yet. Much like Pinterest, it enables retailers to capture users as they are information gathering and turn them from inspired browsers to buyers.

Why is this development important?

  • It cuts out a step/barrier to purchase. Users don’t need to leave the app and open a separate search window to find out more about the products they like. They can navigate and get all the pertinent information they need all within Instagram’s platform.
  • The consumer can then hit ‘shop now’ from within the tags and be taken directly to complete their purchase on the retailer’s website.
  • It solves the problem of inserting unwieldy captions to redirect users to click on links to circumvent Instagram’s ban on organic links within posts.
  • Shoppable ads have the potential to steal revenue from online shopping giant, Amazon, as users are heading onto sites like Pinterest and Instagram to discover new products and get alternative shopping ideas.
  • Most mobile use is spent in-app. Instagram has the highest rate of mobile use among social networks in the US. Given that Instagram is primarily mobile-focused, making products shoppable is a vital step for the social media platform and for brands that have a significant following on it.

Twenty popular US retailers have joined the endeavour, predominantly up-market brands such as Michael Kors, Kate Spade New York, Coach, Abercrombie & Fitch, and Hollister. The tags will be initially rolled out to iOS users in the US, but there are definite plans in the works to expand globally. Currently, this is a free service to post to your followers but Instagram plans to monetise the shoppable format by allowing brands to advertise to relevant target groups outside of their followers.

While advertisers have seen success using Instagram ads, only time will tell how users will react to yet another form of advertising. If it does not alienate its original base of photography enthusiasts, it has the potential drive significant ROI from Instagram.

Black Friday Trends 2016

The busiest shopping period of the year is once again fast approaching and this year’s Black Friday extravaganza, is again expected to exceed previous years for e-commerce.

Black Friday has long been a popular shopping day in the US, traditionally the day after Thanksgiving when retailers kicked off the festive sales period and ‘moved into the black’. This day has been the unofficial start to the holiday shopping season in the US as far back as the 1920s, with the term ‘Black Friday’ becoming popular since the 1960s.

In the last decade, Black Friday has become increasingly important for e-commerce for the holiday shopping period in the US, UK, and other global markets. There have been many digital spin-offs too with Cyber Monday, the Monday after Thanksgiving, being the most notable.

The Digital Rise of Black Friday
In recent years, consumers have become increasingly familiar with the images of long checkout queues and stampeding bargain hunters which is further fueling the shift from offline to online. More shoppers are choosing to avoid the manic in-store experience and instead, pick up bargains from the comfort of their own home, particularly in the UK and other markets outside the US where Black Friday falls on a normal working day. This resulted in high street sales over the 2015 Black Friday period being relatively disappointing whilst online, websites crashed due to the large surges in online traffic.

A look at Google Trends for ‘Black Friday’ shows how this online search interest has been increasing consistently over the past decade with year-on-year growth exceeding 20% over the past two years.

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The Global Evolution of Black Friday
Despite originally being a US-only retailer event, Black Friday sales have strongly taken hold in the UK and many other international markets in recent years. In 2015, UK Black Friday sales hit a record £1.1 billion with £3.3 billion in total generated over the Black Friday-Cyber Monday weekend according to Experian. Using Google Trends to map search interest year-on-year shows how Black Friday awareness has evolved from the US to a global phenomenon.

Up until 2006:
Black Friday is a US only event, overtaking the last Saturday before Christmas as the busiest shopping day of the year from 2003 onwards.

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2007-2008:
Black Friday popularity spreads to Canada following cross-border shoppers flocking to the US in previous years.

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2009-2010:
Black Friday awareness spreads over the border to Mexico and across the Atlantic to the UK and Germany mainly due to advertisers originating from the US promoting Black Friday deals.

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2011-2012:
Black Friday searches spread to South America, other markets in Western Europe, Australia, and India.

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2013-2014:
Awareness spreads to Russia, Scandinavia, Central/Eastern Europe, and South Africa.

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2015:
Black Friday searches increase further across Europe and awareness also starts to extend as far as Singapore and Pakistan.

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Despite the growing interest demonstrated from the Google Trends charts above, Black Friday was still a relatively low awareness event in many European markets in 2015, however, despite this, the year-on-year growth figures from Google Trends shows that this awareness is increasing rapidly with growth exceeding 500% in markets such as Spain, Denmark and Ireland.

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And with the increasing adoption of retailers running Black Friday sales in markets such as France, Germany, and Spain, we expect that this awareness will continue to grow further in European markets in the 2016 holiday period and beyond.

So what are the key dates for the 2016 holiday shopping period? What trends can we expect to see, and what actions can we take to maximize the performance of our paid search campaigns?

Key Days for Online Sales 2016

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Thanksgiving & Black Friday
In recent years, retailers have started launching Black Friday promotions increasingly earlier, often starting on Thanksgiving afternoon in the US to entice turkey stuffed bargain hunters, or even up to a week or two before Black Friday in order to spread sales more evenly over the period.

Cyber Monday
The Monday following Black Friday, expect many retailers to switch from ‘Black Friday’ to ‘Cyber Monday’ deals. Similar to Black Friday, awareness of Cyber Monday has spread from the US to Canada, the UK, South America, and Australia although awareness is significantly lower in European markets.

Google trends for ‘Cyber Monday’
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Sofa Sunday
The Sunday within the Black Friday-Cyber Monday weekend, known for driving high traffic volumes, particularly from mobile and tablet devices, as consumers shop from the comfort of their sofa.

Manic & Green Monday
The first and second Monday’s in December are two of the busiest online shopping days for ordering Christmas presents.

Singles Day
Starting as a relatively recent shopping day for single people in China in the 1990s, November 11th is now a massive online sales event for China and South East Asia. E-commerce revenue generated on this day in 2016 is set to top that of Black Friday sales due to the vast population in that market.

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2015 Performance Trends
In terms of predicting trends for the 2016 holiday shopping period, looking at last year’s performance data provides a good indication on what we can expect to see this year.

Black Friday was Still No. 1 for Revenue
Aggregating performance data across a sample of NMPi clients shows that Black Friday was still the clear winner in terms of both traffic revenue generation with Cyber Monday coming in second.

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Black Friday, by far, saw the greatest uplift in traffic volumes, however conversion rates actually peaked on Cyber Monday with strong uplifts in conversion rate also seen on the first three Mondays of December as shown in the chart below:

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2015 Saw the First Mobile-Dominated Black Friday
Black Friday 2015 saw mobile traffic overtake desktop for the first time, accounting for around 46% of traffic from our sample of accounts. We can expect this trend to continue for Black Friday 2016 with the percentage of traffic from mobile likely to increase further.

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Mobile & Tablet Conversion Rates Increased Significantly on Key Sales Dates
In addition to the higher percent of traffic, conversion rates on mobile devices (which traditionally lag behind that of desktop) actually saw a greater percentage of uplifts. Mobile conversion rates on Black Friday jumped to more than double that of the November-December average.

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Black Friday is Daytime-Dominated
The two charts below comparing traffic by hour of the day shows how Black Friday traffic volumes from our client samples were heavily weighted towards the early part of the day, particularly on desktop and mobile devices as consumers rush to pick up the best bargains both overnight and in the early morning. In comparison, the trends for Cyber Monday follow a more typical weekday trend.

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Top PPC Tips for the 2016 Black Friday & Christmas Sales Period

• Have a full digital strategy in place that can track and attribute conversions across devices and channels.

• Ensure your website is optimised for mobile devices as well as desktop and ensure it can withstand peak traffic and stock levels for key sales dates

• Analyse performance from last year and integrate previous learning into this year’s strategy. e.g.,
o Which products/ categories performed well – clothing, gift cards, electronics, and toys tend to be top of shoppers gift lists?
o What keywords drove performance?
o Which ad copy messaging generated the highest CTR?
o What days, times, geographic locations, devices and audience segments performed the best?

• Ensure campaign budgets are increased to accommodate the additional traffic.

• Schedule device level bid multiplier adjustments to maximise on the expected uplifts in conversion rates on key times of day for Black Friday and other important days based on performance data from 2015.

• Use AdWords Ad Customizers combined with Expanded Text Ads to push Black Friday/Cyber Monday sales messaging and countdown to sale end dates.

• Maximize use of Ad Extensions–sitelinks, callout extensions, structured snippets etc. to push key information shoppers will be looking for e.g., free/next day delivery, free returns etc.

• Integrate with promotional landing pages and use AdWords Scripts to flag landing pages where stock has been depleted, or any noted site downtime to avoid wasted ad spend.

• Ensure ‘Black Friday’, Cyber Monday’, ‘gift’ and any other applicable seasonal keywords are added to your campaigns.

• Utilise remarketing and RLSA targeting.

• Make use of the new Demographic for Search feature in AdWords to increase bid multipliers or separate out campaigns for top demographic segments.

• Maximize shopping campaigns – adjust bids and make use of campaign priorities to maximise impression share on key sales driving products and categories.

• Ensure Bing opportunities are maximised including Bing shopping campaigns

10 Reasons Why the Netherlands is Great for Digital Marketers

What makes the Netherlands a great place to advertise for digital marketers? We’ve compiled a list of reasons the land of tulips and windmills, is a hot spot for ecommerce. 

Shopping trends

In the Netherlands, 93% of the population shops online and it is primarily done through neighbouring countries such as France, Germany and the UK. We are also seeing the use of eWallets and direct debit increasing. The Dutch have shown a strong willingness to shop globally, coupled with a large online shopping population looking for choice and value from international merchants.

Online shopping jumped by 20% in the first quarter of 2016 in the Netherlands, and in 2015 the average order value in the in the Netherlands was €63. This value is continuing to increasing, making this a lucrative market for investment.

Fashion is expected to be the biggest growth area over the next few years, with the top ten fashion websites being located outside the Netherlands.

Integration

The Netherlands has a large English speaking population which is widely accepted in business communication, and excellent air and rail connections, making it attractive to UK merchants looking to expand into continental markets. Furthermore,there are low entry barriers to brands in the Netherlands.

Amsterdam and Rotterdam are the third most attractive urban regions for FDI (Foreign Direct Investments) according to IBM’s Global Location Trends report (2016).

Attitude

Amsterdam has been ranked the front runner for digital work in the Netherlands. The city has been touted as a phenomenal creative space because it lacks the big city egos. It has been hailed as a place where the work does the talking. Amsterdam is people, not corporation, oriented and heavy on creative work with 30% of the workforce in creative industries.

Connectivity

Nine out of ten Dutch people have internet access. Online presence in the Netherlands is well developed with high levels of engagement, and a strong inclination to shop online.

The Netherlands has a high download speed average indicating access to quality internet connections. For advertisers eyeing the Netherlands as a prospective place to do business, this translates to user ability to view rich media, such as video content, seamlessly.

Mobile and Tablet

Smartphone and tablet penetration levels are high within the Netherlands, with smartphones reaching 69% (2016). Given this high usage rate, mobile strategy is important for any potential merchant entering the Dutch market. Tablets have a 65% share in the Netherlands of all retail related transactions.

Video

The popularity of video has seen double digit growthand spend in has increased by 28% to €98M. This is all because of the growth in mobile usage.

Social

79% of users have a Facebook account, and the country is showing increasing levels of engagement with social media platforms. YouTube has high levels of usage, and Twitter and LinkedIn are important in the Netherlands as social channels.

Commercial Ranking

The Netherlands is ranked 13th in the world for eCommerce according to the A.T. Kearney global rankings.

Ad Spend

€733m will be spent in the Netherlands alone on Paid Search marketing by the close of 2016. The Dutch are avid consumers of digital media and this is reflected in the increase in digital advertising spend. In 2015, Dutch ad spend exceeded €1.5B, up by 8.3% from the previous year according to IAB Netherlands.

Affiliate Networks spending also increased to €137M, while Paid Search still accounts for the largest output of budget spend in the Netherlands at 44%. Display spend is €615M. Mobile related Display advertising increased by 51% in 2015, accounting for 35% of total display advertising spend.

Culture

The Netherlands is steeped in history dating back to pre-Roman times. It is known the world over for its contribution to art through such painters as Vermeer, Bosch, Rembrandt and Van Gogh. The Netherlands remains a popular tourist destination in Europe due to its lovely landscapes, vibrant architecture, and cafe culture. It is also a popular destination for cyclists as cycling is ingrained in Dutch culture with many people using a bike as their preferred mode of transportation. Lastly, the Netherlands is celebrated for being one of the most liberal and socially progressive countries in the world, known its tolerant and accepting social mores.

NMPi Expands Internationally with Netherlands Office

Today is an exciting day for everyone at NMPi.

We are delighted to announce that after a tremendous year so far including the launch of our new Analytics service in September, we have taken our first step into international expansion with the launch of the NMPi Netherlands Office.

The expansion into the Netherlands takes advantage of our current international relationship with DQ&A Media Group. DQ&A’s existing Display advertising services have been relaunched and rebranded as NMPi, incorporating NMPi’s award-winning approach, as well as introducing Paid Search and Analytics into the market.

This is the natural next step for NMPi and a beneficial move for our clients and partners. We have a strong global presence but this opportunity allows us to combine over thirty years of industry knowledge and expertise with a dynamic local proposition. We can now offer our European clients a much wider portfolio of services. Rick van Boekel, CEO of NMPi & DQ&A Media Group, expanded on this point, “This was a perfect match for us; by using the skills built up by NMPi in the UK, we can increase our local proposition. Working with NMPi means you’re working with a global player, a specialist agency in Paid Search, Display, Analytics and Paid Social.”

Our Netherlands office, located in Voorburg, brings together an exceptional team of Account Managers, Consultants, and Digital Analysts, who have worked with a number of international clients including, Transavia and JustFab.

And this is just the start. In the year ahead NMPi has ambitious plans to expand the agency services further across a number of key global markets. This will give us greater opportunity to build on our existing expertise and  deliver international digital advertising campaigns with even more impact.

 

Fashion Made Easy with Google’s Shop the Look

Last year, Google made mobile shopping from search results a cinch when it launched ‘buy on Google’ and ‘checkout’ buttons, turning casual browsing into cash. They’ve taken it one step further in 2016 by partnering with Polyvore, Curalate, and LiketoKnow.it to get users to purchase items directly. The goal: to make search even more lucrative.

It seems to have been successful venture. Google tested Shop the Look recently during New York Fashion Week. Those within the US who searched for details of the event on their mobile would be shown curated images which enabled them to shop for products directly.

IMG_3471 After clicking on 'Shop the show' fashion fans are taken to a page where they can purchase what they've just seen.

After clicking on ‘Shop the show’ fashion fans are taken to a page where they can purchase what they’ve just seen.

Even if shoppers don’t have a particular brand in mind, Shop the Look can still can guide users towards a purchase. How? Users can Google an article of clothing, such as “cocktail dress”, and like items will be shown in the form of Google Shopping ads. Images will be sourced from bloggers, retailers, and publishers, whilst products will be sourced from Google Shopping inventory. Retailers will be charged on a cost-per-click basis, with impressions and clicks reported within shopping campaigns.

Shop the Look offers retailers another opportunity to turn the casual browser into a buyer by making shopping for favourite designers and clothing, an easy, convenient experience. Combined with behind-the-scenes access, videos and images, mobile users can engage with the latest fashions, and designers, and with a few easy clicks, purchase what they see immediately.

This is a clear attempt to vie for space in online shopping against retail giants Amazon and eBay. Google hopes to take the success it garnered from Fashion Week and move further into apparel, and expand into home decor. Shop the Look is currently available in limited locations.

 

Demographics for Search Ads – The Lowdown

DFSA-blog=-img Google has introduced a number of new AdWords changes in the last quarter, with expanded text ads and bid multipliers for tablet devices arguably being the most significant for Paid Search advertisers. However, over the last few weeks, they have rolled out the latest new feature for all AdWords accounts: Demographics For Search Ads targeting (DFSA)

Why Is This Important?

DFSA has the potential to top previous AdWords features in terms of the impact on Paid Search performance. This new demographic targeting option can be located under the audiences tab in the AdWords interface and makes it now possible to target and implement bid modifiers based on a user’s age and gender in AdWords paid search campaigns.

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Demographic targeting options has long since been available on other numerous platforms including Bing Paid Search campaigns, the Google Display network and various social media platforms. Many would say this is a long overdue feature, as well as a much sought-after addition to the AdWords Paid Search advertising tool kit.

Best Practices for using DFSA

As with the existing bid multiplier options for devices including time of day, geolocation and RLSA audience, DFSAs now provide another insightful tool, allowing advertisers to spend their budgets more efficiently. Whether this will be through improved targeting bids and messaging for customer demographics, there are obvious key benefits to this feature. For example, if an advertiser in the pension release sector were to use this tool, users under the age of 55 would automatically be excluded to improve CPL.

Although, as an advertiser, you may already have a clear view of your core customer demographics, strategic decisions should always be based on analysing available performance data, i.e., just because women make up 70% of your audience, it does not mean that men driving the remaining 30% of sales convert at a lower ROAS. The performance by demographic segment can also vary significantly by keyword group/product category/service etc. for any one client so it is vital to not blanket bid multipliers across the board.

To ensure DFSAs are being implemented effectively, we would recommend:

1.  Analysing demographics performance reports by keyword group/product category/campaign or any other segment of your client’s activity where the demographic profile could vary.

2. Looking at your primary performance KPI (ROAS, COS etc.) for each age and gender segment compared to the average in order to calculate what bid multipliers you should be applying to your campaigns.

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This client data shows two different product categories; the variance in the ROAS vs average by age group and gender differ significantly, therefore there is a requirement of separate demographic bid adjustments to optimise overall performance.

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3. Considering which campaigns or ad groups would get a performance uplift through being filtered by age or gender – this will give the added benefit of being able to tailor ad-copy messaging and landing pages as well as simply changing the effective bid for different demographics, as seen with clients who stock both male and female product ranges or gift products in the run up to the Christmas period.

4. Don’t automatically exclude or reduce bids for ‘unknown’ traffic. You will notice there is a large unknown segment of traffic for both categories: Age and Gender. Google determines demographic information based on account holder information as well as user behaviour. However, there will still be a significant proportion of users who do not have a Google account and so their age and gender cannot be accurately determined based on search history. Google will automatically group this performance’s data under the ‘Unknown’ category. Google may also categorise those who are gender non-binary and under 18 into the ‘unknown’ bucket’.

Typically, the ‘Unknown’ age and gender category accounts for approximately 40-50% of traffic so it would be worth bearing in mind that this group will likely account for the majority of overall sales/revenue/leads, and should not be excluded. Alternatively, you may still want to implement a negative bid multiplier to the ‘unknown’ segment of age or gender if the ROAS is significantly below the average.

What’s next?

DFSAs being implemented within AdWords as a feature reflects AdWords’s evolution into becoming increasingly audience-centric. This is in comparison to preceding features: customer match and RLSA, both of which have limitations of previous site visitors/customers.

DFSAs however have wider potential due to not being limited in the same way by a fixed audience. It offers a significant opportunity for advertisers to improve the efficiency of their paid search campaigns in an increasingly competitive space.

So what’s next? Demographic bid multipliers for Shopping campaigns? Similar audiences for search ads? Further demographic segments such as parental status? Audience preference ad copies?

Watch this space!

Categorising Demographics: What’s The Issue?

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‘Millennials’ are out. According to two separate studies, patterns of behaviour and attitudes are preferred segmentations to define consumers, rather than sweeping demographic categories. New research claims that marketers need to move beyond demographic data and ‘lazy’ terms such as ‘Millennial’ when creating customer segmentations. It is not enough to simply paint groups with the same brush, as Marketing Week columnist Mark Ritson has previously stated, the differences among target audiences are ignored because of the continual use of one-size-fits-all terms. He went on to say, “If you buy the idea of Millennials, then you must, by definition, reject the concept of proper segmentation and of consumers holding different perceptions and experiences”.

Market research group Forrester aims to separate itself from demographic segments and seek to group consumers according to how they respond to new products and technology instead. Forrester conducted a survey of more than 30,000 adults across nine European countries and defined five new contributory segments they believe brands should implement when marketing products and services: Progressive Pioneers, Savvy Seekers, Reserved Resisters, Settled Survivors, and Convenience Conformers.

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Additionally, the study proposed that businesses should measure how their customers are evolving and the extent to which different behavioural segments are changing. For example, the survey discovered that 41% of people across Europe read customer reviews (at minimum) once per week. This is in comparison to the 17% who shop around for prices, or research product information with their mobile device whilst in a store. We can now predict that different forms of customer engagement with a product will allow consumers to be more demanding in their relationships with brands.

Further research by The Gild, a brand consultancy also focused on preconceptions about generational groups. From their research, it was found that consumers belonging to Generation Z (born 2001 or later) are more conservative in their views than Baby Boomers (1946-1964), Generation X (1965-1980) and Millennials (1981-2000).  The research also found that opinions on topical issues including transgender rights, marijuana legalisation and same-sex marriage, 83% and 85% of millennials and 85% of Gen X stated they were ‘quite’ or ‘very liberal’ in opinion on these issues. However, this was in comparison to 59% of Gen Z respondents.

The Gild managing director, Andrew Mulholland confirms the conflicting differences in opinions among different generations and that to typically treat the attitudes associated with terms including ‘Millennial’ and ‘Gen Xer’, shows a lack of awareness of who people really are and how they behave, in all their nuances and varieties. For marketers, this means consumer segmentation should consider behaviour, perceptions, and experiences, not just demographics and preconceived stereotypes of how a ‘Millennial’, or ‘Gen Xer’ acts.

These findings refute the standard typecasting of demographic audiences according to their generation, and instead reinforce the idea of providing deeper insights into understanding the consumer behind the label. Perhaps this will allow marketers to move beyond terms, adapt to limitations, and go back to the basics of people-centric theories. After all, age is just a number.

LinkedIn Release Conversion Pixel Tracking Tool

LinkedIn have finally released a conversion pixel to track and optimise LinkedIn Paid Social. Conversion tracking for Linkedin allows brands to reap huge benefits.

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What are the Benefits of LinkedIn Conversion Tracking?
The recent announcement of conversion tracking capabilities gives brands the ability to provide advertisers and marketers with a tool which can be used to measure campaign success and boost ROI across the platform. Currently, this functionality is only available for Sponsored Content and Text Ads.

Once installed, multiple conversions can be generated for a single advertisement, based on URL firing rules (similar to Facebook’s website custom audiences). Conversions can be categorised under one of the following:

  • Purchase
  • Add to Cart
  • Lead
  • Sign up
  • Install
  • Key Page View
  • Other

Finally, conversion tracking can also be broken out within the LinkedIn UI by post-click, post-view, and device.

How Can Marketers Use This Feature?
→ Linkedin optimisation helps marketers gain a better understanding of particular ads and exclusive Linkedin audiences that drive campaign conversions.
→ Audiences can be segregated on the basis of job role, company size, and industry meaning a deeper insight into consumer reach.
→ Marketers are able to track the metrics that matter the most. The conversion tracker will provide access to website conversions from the Campaign Manager analytics and insights into advertising ROI, conversion count, conversion rate, and CPC, leading to intelligent insights. Convenience and value – what’s not to like?!
→ The Insight Tag is placed across your entire website – there is no need to insert multiple insight tags; afterwards you are able to customise and define which unique web actions to define as conversions.
→ The seven different types of conversion measurements can be used to gain a better understanding of which audiences and ad creatives are driving conversions:

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LinkedIn Conversion Tracking Metrics

→ Marketers can monitor performance via desktop and mobile, meaning insights are easily accessible and immediate. It can also record conversions to understand whether click-ons and ads resulted in conversions.
→ Specific campaigns, ads and the nature of audience prompting adaptions can also be monitored and this information can be used to improve sponsored content and Text Ads targeting.
→ Convenience is key: gain access to all of your key performance metrics in a single Campaign Manager dashboard.

Andy Powl, Programmatic Account Manager at NMPi sees LinkedIn’s Conversion Tracking Pixel as another angle to assess performance and return on ad spend.

“LinkedIn’s Tracking Pixel has been a long time coming and a welcome addition to assess performance. There are however, a number of limitations that remain regarding conversion tracking and attribution, such as a fixed 30 day attribution window and siloed conversions. The reality of running digital campaigns with an integrated agency such as NMPi means that the usefulness of LinkedIn’s tracking solution is limited to a qualitative assessment. To evaluate the user journey and attribute incremental conversions, click trackers and URL tags are still very much required for tracking on LinkedIn.”

Where is it Available?
All advertisers are able to use Conversion Tracking through LinkedIn Campaign Manager, AdStage and 4C and a couple of LinkedIn’s certified partners. There are plans to roll this feature out through partners and Sponsored InMail.

Divye Khilnani, LinkedIn Product Manager stated“Conversion tracking has been a top-requested feature from customers looking for more insight into how their LinkedIn ads are helping them generate high-quality leads, acquire new customers and raise brand engagement among LinkedIn’s global audience of 450 million professionals.”

LinkedIn Conversion Tracking looks set to offer marketers an unparalleled opportunity to reach a vast international audience with a wealth of insight and information.

Are You Ready to Use Conversion Tracking?
Log into LinkedIn Campaign Manager and click ‘Conversion Tracking’ at the top right of the home screen to get started.

NMPi Launches Analytics Service

To date, 2016 has brought exciting changes to NMPi, including a brand evolution and the return of a friendly face in the form of Luke Judge, who now leads the business as Managing Director. With the year more than half over, there are no signs of slowing down. In fact, the last few months have seen the NMPi team incredibly busy in the lead up to today’s news; We are officially launching our Analytics service.

The service, which has been available to existing clients since the beginning of the year, will deliver a range of bespoke Analytics solutions across four areas: Web Analytics, Tag Management, Attribution and Consultancy, and will focus on generating actionable insight that assists clients in making smarter marketing decisions.

Our launch speaks directly to recent changes in the digital landscape. Kate Jervis, Head of Analytics, comments: “The Analytics industry is so fast-moving; we’re constantly seeing new ways to use data, especially in light of advancements such machine learning and predictive modelling. The launch of our dedicated Analytics service offers us an opportunity to stay at the forefront of new innovations, and to exhibit our commitment to remaining agile in an ever-changing market. This ultimately allows us to achieve our main priority, which is to continue adding tangible value to our clients’ organisations”

Although the new service will be available as a standalone proposition, it also serves an important purpose in enhancing our existing Media Management services. By utilising our expert in-house Analytics team, we are able to increase our focus on using data intelligently, building upon excellent foundations already established by our Media teams who have received nominations from The Drum DADI Awards and The Drum Marketing Awards for ‘Best Use of Data’ in recent advertising campaigns.

The year ahead is set to be a very exciting time for NMPi, as we continue to grow our business and expand our services globally, of which Analytics plays are large role. We hope you share in our enthusiasm for this new era of our business.

For more information on the service, head to our Analytics page or contact Kate Jervis, Head of Analytics at kjervis@nmpidigital.com.