Advertising In Local Hospitals

Recently I’ve been working on the launch of a new hospital advertising service that enables small businesses such as Care Homes, Local Taxis, Mobility Providers and other relevant organisations to advertise on the bedside screens in their local hospital.

Until recently advertising in hospitals was limited to placing posters and leaflets, or ads on hospital radio. But now www.LocalHospitalAds.co.uk gives local firms the chance to put themselves right in front of patients by placing ads on the bedside screens that patients use to watch TV, access the internet, listen to the radio, and even order their food!

Across the UK there is a potential annual audience of over 10million patients, and ads can also be seen by up to 5 million visitors and 500,000 NHS staff. Of course, if an advertiser just targets their local hospital, then these numbers are somewhat lower. LocalHospitalads.co.uk provides a highly engaging and great value advertising opportunity for small businesses. Patients can click straight through to a website from an ad, but can also pick up the phone to call right there and then. And with packages starting at just £40 per hospital per month, pricing is highly competitive in comparison to local newspapers and other local media.

If you’re interested in knowing more about Local Hospital Advertising please feel free to call me on 07827 806722 or email mike@mikegroves.co.uk

EU Cookie Law: Are You Ready?

On 26th May last year the EU Cookie directive came into force, with the UK’s Information Commissioner’s Office (ICO) offering a one year grace period before starting to enforce it. Almost 10 months later very few, if any, sites seemed to have actually taken any action, or started to seek permission to drop cookies, other than the ICO website itself – though according to many observers even their approach doesn’t meet the regulations.

It appears many people are either blissfully ignorant of the change in the law, or don’t believe it impacts them. However, if you use Google Analytics to track your site, or Google Adwords conversion tracking it almost certainly affects you. Check out the video below for a useful overview:

If you want to know more about the directive and it’s potential impact then I suggest you contact the Information Commissioner’s Office or consult your legal advisers.

Cyber Monday – What’s Happening in 2011?

The IMRG today predicted Christmas 2011 Online Spending will reach £7.75 billion during the 5-week shopping month of December – starting in the week commencing 28th November. Of this around £3.72bn will be spent in the first two peak weeks – so this year Cyber Monday and Mega Monday look likely to be 28th November and 5th December.

Cyber and Mega Monday were once bywords for a trend where Christmas sales on a few days far exceeded the rest of the month in terms of sales. However online sales for 2009 and 2010 actually revealed a trend toward peak activity weeks. In 2010, the two peak activity weeks (w/c 29th Nov and 6th Dec) had the exact same share of the month’s sales – 24% each. These peaks follow a steady increase in activity throughout November.

Cyber and Mega Monday were previously attributed to the days falling just after payday for many people who, having browsed products in a shop at the weekend, made the purchase using fast broadband at work. This year the economic situation may have led to people spreading the costs of Christmas over a few months whilst memories of last year’s snow may have a further impact this year – particularly with poor weather being forecast again for this year.

The IMRG see interesting patterns in consumer behaviour and believe that UK shoppers have proved adept at interacting with brands and making best use of the technology available to them – moving between physical and digital channels to get the best deal on offer – either in-store or online. It will be interesting to see whether the current economic uncertainty will mean consumers being even more savvy this year.

David J Smith, Chief Marketing & Communications Officer at IMRG, commented: “The shopping behaviour displayed by the agile consumer reinforces the importance to retailers of offering a multichannel solution. Consumers want choice and continually demonstrate their willingness to switch channels to suit their specific circumstances and secure the best deal for themselves. Anyone focusing too heavily on a single channel is certain to miss out on opportunities for engagement as and when they arise.

“With this in mind, this could well be the year that mobile really has an impact on sales activity. Research we carried out earlier this year with eDigitalResearch found that 30% of tablet owners and 25% of smartphone owners have used their device to shop online. Consumers are clearly not fazed by interacting with retailers through these devices and the important role they play is only going to increase.”

www.imrg.org

Forever Blowing Bubbles: 10 Top Online Video Facts From Hitwise

If you live in East London you’re more likely to watch online video than anybody else in the rest of the country, according to the latest research from Hitwise into the enormous growth in online video.

Perhaps it’s all those West Ham fans tuning in to watch the mighty Hammers on Sky Go, which incidentally I did last week on my iPad. This was the first time I’d tried to watch a game in this way and I found it to be a far better experience than I’d ever imagined. And it seems I’m not alone. The huge growth in video consumption online is no doubt being fuelled by the growth of the iPad and the other tablets lining the shelves – but also presents a plethora of opportunities for businesses and brands. This time out West Ham only converted one opportunity – but it proved to be the winner.

So look out, just as West Ham strive to return to the Premier League, so Sky could yet be a major force online – and video content presents us all with opportunities. In the meantime have a look at the Hitwise presentation. Not as much fun as watching West Ham – but arguably more educational!

Facebook Timeline

Fresh from Facebook, this video introduces Facebook Timeline – described as a New Kind of Profile:

Client News – September

Wow, it was a busy summer here at Mike Groves Online Marketing

Firstly I’ve helped launch a new website for CompliGlobe who are SEC Compliance Consultants. The new site promotes CompliGlobe’s range of Compliance Consultancy and Hedge Fund Compliance services, as well as featuring details of their specialist briefing events and publications. We’ve also launched The Regulation Blog which aims to keep our readers up to date with the latest developments in the the financial regulation and compliance landscape.

I’ve also been working with media agency ARM Direct on the launch of their new site, showcasing their DRTV and media buying expertise. In addition to several ongoing PPC Search campaigns there are also several other projects in the pipeline, so watch this space for further news.

MyBuilder work to help riot victims

MyBuilder.com have launched a campaign to help victims of the recent riots. Over 300 tradesmen across the country have offered at least half a day’s labour free of charge to riot victims, which translates into almost half a year of free help.

MyBuilder.com are trying to recruit further willing and able workers and get their message into riot affected communities. More information is available at www.mybuilder.com/riot-repairs

The Social Media Revolution

The social media revolution is here – well in truth it’s been ‘here’ for a while – but nevertheless this updated video from the renowned author of Socialnomics: How Social Media Transforms the Way We Live and Do Business still shows some mindblowing stats that demonstrate just how social media impacts the world. Whilst it’s very US oriented it’s still worth viewing. Enjoy…

3D Dilemma

3D or not 3D…. that is the question!  Do I take the plunge into the world of 3D TV now – or wait until the price point drops and the quality improves?

Way back in the late 70s and early 80s it seemed like everybody had a video player – and we didn’t.  “We don’t need one” was the standard parental response, although as a parent now myself I’m convinced that cost was also a factor, as well as the uncertainty of what you were buying into. For the record we eventually got a VHS player although I’m sure we had no idea whether it was a better bet than the technically superior Betamax.

These days the changes in technology present new choices at an ever increasing pace – so I’m now considering whether 3DTV is worth the investment and coming to the conclusion that the answer is no – or at least not yet.  And it would seem that I’m not alone.

Whilst 3DTV has the backing of the major UK broadcasters such as Sky, Virgin and the BBC with its plans for a 3D Wimbledon final, it seems that consumer reaction has been rather mixed. This is driven in part by the scarcity of content – and possibly down to the fact that it’s not perceived as an enhancement in the way that colour followed black and white, or even in the way that HD has taken off.

Let’s face it, 3D movies have had more than one big fanfare, but still seem to be viewed almost as a novelty than a standard way of watching movies. And I suspect the same is true on TV. HD brings some programmes to life more than others, but on the whole there is a discernible increase in the viewing experience. 3D can bring a wow factor but more often than not the content is almost driven to show off the 3D capability rather than being quality content that’s further enhanced by the new technology.

That said it seems that many manufacturers will be building 3D into all their new sets, even if they are just used for good-old 2D viewing. Figures suggest that 1 in 3 households will have 3D ready sets by 2016 which is a relatively slow take up. This in turn can deter investment in content leading to an inevitable slowing of the whole process.

Maybe 3D TV lacks its ‘killer app’ which may not be TV at all – but the growth in 3D gaming. Pester power could be the key driver, as kids clamour to play the next generation of 3D games. We shall see. As for me, well I’m not going 3D yet – maybe I’m becoming more like my Dad than I ever thought I’d be!

Ten Top Tips for Effective PPC Search Engine Marketing

It’s widely recognised that Pay Per Click search marketing (PPC) is an invaluable form of online marketing. A well-managed PPC search campaign helps connect your business with potential customers in exactly the right place, and at precisely the right time, by delivering relevant ads when people search for terms related to your products and services. And, having already searched for relevant terms, these searchers arrive on your website as potential customers and not just browsers.

PPC search marketing is also constantly evolving, whether it’s Google introducing new tools for both consumers or marketers, or consumers demonstrating changes in how they search, the devices they use, and what they search for.

So the following is not a definitive Top 10 tips for PPC search, but more a selection of 10 tips based on my own experience of planning and managing PPC search campaigns, and indeed training staff and clients to manage PPC search campaigns. Hopefully you’ll find something useful for your campaigns.

1. Understand your objectives
Before commencing any campaign it is essential you understand what the campaign needs to achieve. Some campaigns may have multiple objectives and your search campaign should be structured accordingly to allow full control – anything from high visibility branding (ensuring your adverts are in top position) to direct sell (controlling bids to come in at a set cost per conversion).

2. Long-tail keywords are key
Any campaign can be set up with 50 very generic keywords on a broad match setting and cover a whole range of search queries a customer may make. This, however, is a very expensive and inefficient method which can prove very costly with little control. Expanding out to a large number of long-tail search queries will not only help to improve the quality score of a campaign but will also enable very specific ad creative to be displayed against a relevant search query.

3. Group your keywords into relevant campaigns & ad groups.
Relevant grouping of keywords ensures that many variations of ad creative can be used which relate more closely to a customer’s search query and also mean that bids can be quickly amended to reflect high conversion rates or seasonal activity. Setting up the campaign to reflect the website you are sending customers to is an easy and effective starting point and means that you can deep-link to a web page which mirrors the search query used and enables you to display ad creative which is relevant to the page a customer lands on. For example creative saying ‘get a quote now’ should send customers to a (preferably pre-filled) quote page whilst creative saying ‘find out more’ should send customers to an information page with a clear call to action once they have found what they are looking for.

4. Make sure your campaign uses negatives.
Effective use of negative keywords will help to ensure your adverts do not appear against non-relevant search queries. Running regular search query reports will help to identify phrases which customers are using and clicking through on which may not be relevant to your offering.

5. Good creative = good click-through rates = good quality score.
Regular optimising of ad creative will also greatly assist in improving a campaign’s quality score. Adverts on sponsored listings are much quicker to update than natural listings and allow advertisers to quickly and easily promote last minute offers or seasonal messages. Online creative can also be a great and inexpensive way to test sales messages which you may be looking to use in an offline campaign – the advert with the best click-through rate will be a good indication of which terms are most popular with customers.

6. Target different customers in different ways.
No one customer is exactly the same and any marketing campaign needs to reflect this, whether it’s a different terminology they use to undertake their search query, or the time or day they are likely to search (weekend research leading to Monday purchase). All of these potential customers will use different search phrases, be attracted to different sales messages and require different information to help them make their purchase decision.

7. Deep-link your campaign.
Nothing annoys a customer more than having to search again when they have been very specific in their search enquiry but get sent to a non-specific landing page. Deep-linking from a search listing to a page which is relevant to the customer’s enquiry will greatly improve the conversion rate.

8. Be ‘on trend’.
Remember to take into account seasonality and special events which customers will be searching for. Ann Summers are a good example of an advertiser who have used current events or topics with cheeky ads to create stand out for their campaigns. Another example might be using royal wedding related keywords and creative in the run-up to William and Kate’s big day.
Be aware, however, that using event or seasonal related creative without any real relevance to your product can be confusing and may attract the wrong customer. Valentines related creative is great if you are advertising a romantic holiday but not so relevant if you are advertising car insurance!

9. Track everything.
PPC search is probably the most measurable online media format and the key to a great search campaign is detailed tracking. Everything can be tracked from the individual keyword to the creative used and even through to the preceding activities a customer undertook online before they made the final conversion.

10. Think beyond the search network.
Google Search is only part of the Google network upon which advertisements can be placed. It’s possible to run some very effective campaigns using content targeting (your advert appears against relevant editorial pieces on a website) and site targeting (you can choose which sites your advert appears on). For both of these forms of advertising you’re not just limited to the standard text ad creatives but can utilise a variety of formats, including Flash animated creative of all sizes and even rich media video.