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Watch what happens to your web traffic when your TV ad airs

Have you ever wondered what impact a TV ad has on a website when it airs?

I don’t mean overall impact, such as an increase in brand awareness or revenue. I mean the IMMEDIATE impact.

As in, if my advert appears on TV right now, what happens on the website?

Let’s find out.

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Posted in Business Performance, Videos

Looking for a RBYes Mortgage or Rabies? RBS Campaign Fail

In my previous post, I talked about how Natwest’s new ad campaign fell short because TV and digital were not integrated. The TV advert creative contained the call to action ‘Search NatYes’ yet NatWest did not have a listing in the organic results for that search phrase. They effectively paid twice by running PPC ads to try convert the visitor.

The post generated a lot of shares, comments on the blog and some twitter conversations. Whilst reading further around the subject I discovered a couple of interesting things.

Firstly, Natwest are owned by RBS and it transpires that the same advert has been shot twice – once for NatWest and once for RBS – with different accented boy actors to cater for different regional markets.

Both use a similar call to action in the TV ads – either ‘search NatYes’ or ‘Search RBYes’.

Secondly, as you’d expect given the same marketers & agency, both campaigns experience similar digital integration problems. However, to compound it, the RBYes campaign has encountered another unfortunate issue.

When you type in ‘RBYes’ to Google, the search engine has tried to helpfully correct what it believes to be a misspelling. So instead of information on RBS mortgages you get…

Rabies.

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Posted in Business Performance, Natural Search Marketing, Paid Search Marketing, Search Engine Marketing

Cut your advertising budget by 10% and invest in customer service

What do you think would happen if you took 10% of your advertising budget and invested it in customer service?

Your immediate reaction might be to think that whilst it’s a nice idea, it’s too risky to cut an advertising budget that doesn’t quite go far enough already. No Marketer in their right mind would willingly give up some of their budget anyway, right?

I’ll be honest, I’d be a little nervous making that suggestion to my Finance Director too. But let’s just play out the thought process here

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Posted in Business Performance, Customer Experience

8 Steps to Fixing your Customer Experience

The customer service department is unlikely to be the first port of call for a marketer looking to improve their performance. However, if you want to make a significant difference to your website’s performance, its worth walking over and saying hello.

Whilst your outbound marketing – TV, display advertising, video, etc. – might be more exciting at first glance, it’s the information collected by Customer Services that is arguably more valuable to your business.

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Posted in Business Performance, Customer Experience, Digital Marketer+

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