There is no doubt within the community that the Email-Expo is the epicentre of the e-mail marketing world, providing the best possible overview of current solutions. At the integrated congress, international marketing experts will be sharing their expertise with the trade public. One of them is Jordie van Rijn, independent marketing consultant with more than 12 years of experience under his belt and founder of the international platform for Email and Marketing Automation Software selection. Here, he discusses trends and highlights e-mail marketing:
Email-Expo 2014 will be focusing on all aspects of marketing automation and data-driven marketing. At the integrated congress, international marketing experts will be offering insights into the latest developments in the fields of mobile, lead generation and address acquisition. One of them is Kath Pay, Plan to Engage, from UK. In the interview, she answers our questions about trends and highlights of eMarketing:
What is, in your point of view, the most important trend this year?
Personalisation by using data gained from customer’s actions and behaviour.
According to the internet facts report published in September 2013 by the Arbeitsgemeinschaft Online Forschung e.V. (AGOF – working group for online research), “Internet users are particularly open to advertising campaigns”. More than 23 million German users said that they had often become aware of interesting products through advertising and, in many cases, made their purchases directly online.
It is therefore no surprise that advertising banners, pop-ups and layer ads are in wide use and that almost all advertisers value their efficiency when it comes to customer acquisition and increasing sales. The online advertising market grew to 6.47 billion euro in 2012 in Germany alone. This information is collected by the Online-Vermarkterkreis (OVK – Circle of Online Marketers), in which German banner advertising providers are organised. According to this, the internet is the second largest advertising medium following television in the media mix. The consulting firm PricewaterhouseCoopers (PWC) estimates annual industry growth of 2.8 per cent until 2016.
Successful content marketing is based on good knowledge of the target group. It is important to determine the interests of the target group and how to generate added value for them with additional information.
B2B companies have it particularly easy in this regard, because they usually know how to precisely profile their rather specific target group.
Keyword analysis, as is used in AdWords marketing, can also help. If you know what potential customers are looking for and which interests and problems they have, then you can generate content to specifically meet these demands.
In addition to the actual goal of content marketing, namely increasing visibility and developing an image as a competent partner, this is also noticeable when it comes to optimizing search engine marketing. Increasing the specialized content available to search engines serves to improve SEO and SEA.
Numerous blogs and books on the topic of search engine advertising provide tips for successful AdWords campaigns. Everyone agrees that an AdWords campaign requires careful planning in advance. This could begin, for example, with defining the targeting. In which languages and regions should the ads be displayed? Which target audience (interests, age, and gender) should be addressed? Should mobile devices or even the user’s current location be taken into account?
92 percent of the companies surveyed by Intershop for its 2013 e-commerce report also sell their products online. To advertise this channel an eye-catching appearance in search engines is necessary. This includes search engine advertising (SEA) as well as search engines optimisation (SEO) for the organic page rank. According to the B2B Marketing Benchmark Report 2013 by Optify, these results are responsible for attracting approximately 41 percent of site visitors in the B2B sector.