Other favourite tools include Hootsuite, the world’s most widely used social relationship platform with more than 10 million users, which manages various social media platforms and measures return on investment. Google Analytics is probably the most important metric although the information is extensive so tools such as Quill Engage provide a summary.
Video has moved beyond having a “nice video” that sits on YouTube to “join the ranks of the great unwatched”, according to GForces. It uses YouTube TrueView advertising – videos that play prior to the one clicked – which, like PPC, only incurs a charge when a person clicks on a video or (with pre-roll) watches at least 30 seconds.
Smith said: “This year is all about targeted video marketing. Tools like pre-roll advertising on YouTube get a dealer’s brand and message in front of a relevant audience. It’s a great way of widening a dealer’s reach for little expenditure.”
Television and radio
The latest Rajar figures reveal that 89% of us listen to radio every week. Simon Kilby, head of marketplace at Bauer Media, which operates Magic and Absolute Radio and a network of local stations, has therefore questioned why marketers only commit on average 6% of their budget to radio despite digital radio listeners being more likely to be a part of the ABC1 group and earn on average 7% more than the average UK adult.
On television, advanced technologies combined with audience profiling capabilities enables Sky AdSmart to broadcast different adverts to targeted households. The advertiser is only charged if at least 75% of the advert is watched at normal speed and budget caps avoid overspending.
Integrating a number of platforms to deliver a joined-up experience is key to the marketing technologist’s role.
GForces has developed its ‘Campaign Driver’, where multichannel marketing campaigns are built and managed, incorporating a bespoke landing page containing highly relevant, rich media content, calls to action and user tracking. For example, a new car launch could include a fully responsive, bespoke landing page containing video, interactive interior tour, imagery, finance calculator and full vehicle specifications with traffic via PPC and targeted email campaigns and social media integration.
For marketers, the choice can be overwhelming, Lifestyle Europe Group’s e-commerce manager Carys Jukes gives her current top five brand-building tactics.
1) A content rich website that engages
2) Live Chat 24/7 to provide a service that is both professional and informative even when the business premises are closed
3) Video – used stock videos online allowing customers to enjoy a retail experience from the comfort of home
4) Swift, quality and relevant responses to enquiries
5) Responsive websites for the best possible browsing experience at all times on all devices.
She added: “As a business we are committed to building our brand. However, this has to be done hand in hand with the manufacturers we represent to ensure we have a consistent tone of voice. We are focused on moving with the times and being at the forefront of technology, ultimately delivering a brand that we can be proud of and one that our customers will continue to trust.”