Performance Marketing

affiliation

Cashback sites: an opportunity for your business

Cashback

Slowly but surely, cashback is gaining popularity in France. If you’re feeling out of the loop, “cashback” refers to websites that reimburse a percentage of your online purchases. They, therefore, act as business facilitators for e-commerce sites. By forming partnerships with cashback sites, brands are guaranteed a steady stream of visitors that they can turn into customers. Linked to performance-based advertising, the underlying strategy is an attractive one, as some of the commercial pressure falls to the cashback sites themselves.

Trusted intermediaries to help establish your brand

Appearing on cashback sites is a good way for businesses to diversify their sales channels. These websites represent useful intermediaries for promoting brands and offers, especially when they are not well known to the general public. There are clear advantages in terms of confidence: not only do cashback sites build brand awareness, but they also help create strong relationships with your customers.

What’s more, they offer an opportunity to generate more backlinks and optimize your SEO using trusted websites. If you don’t exist on Google, you don’t exist online. Getting into cashback is a good way to boost your profile. Customer review, shared content, and links to offers can all have a positive impact on your SEO strategy.

Finally, you can reach a new target audience: active buyers looking for good deals and new products. Cashback sites often have a very active online community who are likely to share your offers on digital platforms. A great way to communicate cheaply and increase the power of your brand.

Boost your conversion rate with cashback

If marketers are driven by a single obsession, it’s improving their conversion rate. This can lead to heavy investments in promotional activities with limited results. What sets cashback apart is the ability to control the exclusivity of the offers. Buying via a cashback site means taking advantage of an exclusive deal, and because everything is centralized in one place, it requires less effort to attract more customers.

Visitors interested in cashback understand the purchasing mechanics and are more likely to buy online than a regular visitor. Since this condition has already been met, you can improve your conversion rate for a small additional cost. The reimbursed portion of each purchase will not eat into your cash flow, and cashback will bring you new customers who would not necessarily be drawn to you organically.

Focus on exclusivity

In order for cashback to work, you must separate out your offers. By offering exclusive promotions via this channel, you can retain more potential buyers. This is a good opportunity to sell off surplus stock or your current range in anticipation of new products. You can also use the appeal of exclusivity to offer a reduced number of products via cashback and facilitate cross-selling. As well as boosting your average basket size, you are able to delegate some of the commercial pressure to the platforms themselves. This is the principle behind performance-based sales: if you sell, you earn a little less per unit, but you are selling in volume. Conversely, if you do not find a buyer, you have not lost any money from marketing investments.

Because the offer is presented by a third party service, the act of buying is not the same as a traditional purchase from a behavioral point of view. By acting as an intermediary, the cashback site creates a sense of trust for shoppers. Good deals are (supposed to be) filtered and approved, and the legitimacy of the brand is reinforced by the feeling of exclusivity. It’s the perfect way to diversify your online income.

Online sellers should not underestimate the potential benefits of selling on cashback sites. In terms of increasing awareness, selling inventory, boosting conversion rates, reaching new customers and promoting cross-selling, cashback offers many advantages at a negligible cost. Look into indirect channels to improve your online sales!

Could this type of strategy help your business, especially in the lead up to Black Friday? Check out our current offers

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affiliationInfluenceLead generationPerformance Marketing

Black Friday: How to attract advertisers?

Publishers Black friday

Having grown significantly in recent years, Black Friday — followed by Cyber Monday — represents a major sales opportunity for e-commerce sites. It also often signifies the unofficial start of the holiday shopping season. If everyone is in the black (online sales have increased by 14% in the second quarter of 2018), it means that supply is increasing and competition is growing. For publishers, the aim of the game is therefore to attract advertisers. This strategy involves finding a subtle balance between editorial appeal and the conversion capacity of the audience generated.

A consistent editorial line and quality content

This is the first step of your strategy: being able to attract visitors continuously and in excessive numbers, in order to create a virtuous circle.

Common values

When appearing on a third-party site, advertisers expect consistency in terms of positioning, values and brand territory. A company selling hunting goods and equipment should not appear on a website campaigning for animal welfare, for example. Publishers must, therefore, be transparent about their values.

Who are they? What do they want? And what do they believe in? This information must be clearly laid out in an eye-catching manner. Advertisers are thus able to ensure that these values are in line with their own for an optimal communication strategy.

Relevant content

To attract advertisers, you must already be able to attract visitors to your website. The key asset that publishers can monetize is their audience. In order to achieve this goal, it is essential to have relevant content, a regular publication schedule, topics that create value and good storytelling. The occasional blog post is not going to cut it.

Not only should content be relevant, but it also needs to be high quality (syntax, content value, duplicate content, etc.), and social media activity must be constant. This all adds up to the perfect strategy to attract advertisers.

Visual content is as important as written content. Decorate your website for Black Friday, Cyber Monday or Black Week.

A clear editorial line

Your editorial line is the compass that guides your website. It defines you on an editorial level. Whether it deals with strong opinions and editorials or more factual information, it must be clear and not vary over time. You must be consistent to win advertisers’ trust. They have to be able to anticipate future content and understand the editorial issues associated with positioning.

KPIs and analytics: fundamental figures

For advertisers, choosing a distribution channel is a question of efficiency. Advertising investments must generate visits, which can become potential clients and then customers. ROI is, therefore, a vital consideration, and publishers must know how to talk to advertisers.

To attract advertisers, you have to speak their language. This means understanding and managing your insights so you can promote the most interesting ones. However, there are hundreds of options: Google Page Rank, number of visitors, page views, average time, bounce rate, size of online communities, engagement rate, etc.

To find out where you stand, you have to identify the most impactful insights. For example, talking about the number of visitors does not make any sense if you also have a high bounce rate. The same rule applies to advertising offers: CPC is not promoted using the same metrics as CPM.

To promote your commercial offers, highlight your Black Friday results from the previous year: incoming visits, page views, growth vs. N-1, etc.

High-quality distribution channels

For publishers and advertisers alike, the quality of distribution channels is very important. Publishers must optimize their technical structure to monetize advertising spaces and databases, create optimized email kits, and manage innovative display formats.

Advertisers have to provide up-to-date and well-built product feeds to improve the conversion rate on D-Day. Your banners, newsletters and landing pages should be optimized to integrate advertisers’ Black Friday offers. The advertisers’ distribution channels must integrate seamlessly with your own.

The better suited the distribution channels, the more noticeable the impact of the campaign. Employ a win-win strategy and create engagement with personalized messages that do not detract from the user experience.

As Black Friday grows increasingly influential, the challenge faced by advertisers is choosing the platforms that will ensure the best returns on investment. Publishers should, therefore, integrate changes prior to the event to offer a sustainable strategy rather than a simple display effect.

Are you an influencer with an app or a mobile site? Do you want to promote a seller for Black Friday? Contact our Publishers Team or join the Kwanko Network!

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affiliationInfluenceLead generationPerformance Marketing

Black Friday: get your conversion strategy ready

BLACK FRIDAY

An event like Black Friday cannot be improvised. Ensuring that it is a success requires a well-oiled organization, a clear strategy and as much anticipation as possible. This is a sizeable challenge given the many priorities that marketing professionals need to manage on a day-to-day basis. To get a clearer picture and optimize your approach, you need to start now. How? Allow us to explain.

Before Black Friday: be constant and steady

Black Friday is like a high-level event. You don’t organize a World Cup in three days, do you? Well, it’s the same thing. To create the right kind of buzz about Black Friday, you need to already have a steady flow of visitors to all of your websites.

Affiliation: to create constancy

The more people talk about your brand in a structured and clear way, the better. Affiliation is a sales and promotional tool that should be used at a very early stage. Your affiliates will then create provide leverage to generate more traffic on an ongoing basis. The abler you are to provide your community of affiliates with high-quality content such as text, images, and specific wording, the more effective this tool will be.

What counts is making affiliation part of your brand’s digital strategy. With a CPA campaign, your advertising budget won’t be spent in vain, and every euro invested will really count.

Lead nurturing and inbound marketing: to support your leads right up to the big day

Having regular contact and visitors to your website is a good thing. But you still need to be able to capitalize on this. To do this, a lead nurturing strategy coupled with an inbound marketing approach constitutes one of the keys to success. Clear content with a high level of added value and which is frequently updated fosters loyalty. An optimized conversion funnel that includes all the main stages of the customer experience and aligned with buyers personas allows for a holistic overview of sales potential relating to Black Friday. All that remains is to effectively nurture your leads so that they are ready when the time comes by stepping up a pressure in a controlled way.

Mobile application: to increase the number of entry points to your products

Your mobile application should also be downloaded as much as possible. The idea is to increase the number of entry points for new prospects, as well as old and new customers. If you also have physical stores, geolocation constitutes a major advantage. During Black Friday, you will be able to send notifications to people with your mobile app.

During Black Friday: activate all ROI tools

This is when everyone gets things going at the same time. You need to make an effective sprint to the finish line using ROI tools from the outset. The aim: conversion and buying. There are many effective promotional tools that can transform your prospects into customers at the right time. Here are a few examples.

E-mail marketing: to create automated and customized scenarios

Using your database of prospects and progress made in the conversion funnel, you can use marketing automation scenarios to give out the right message at the right time. Special promotions, discounts, best buy… each segment of your database should be used individually to customize the approach taken and create a unique customer experience.

Using external databases and opt-in, you can send information about your promotions to the maximum number of internet users looking for deals. This tool, therefore, needs a dedicated budget and should be assigned to your account manager, who will select the best databases for you corresponding to your core target market and based on a profitable model: CPC or CPM. Your offers should be widely visible in order to transform traffic into conversions.

Chatbots: to diversify your strategy

With an event like Black Friday, you need to create an emotional connection with your prospects. To do this, a chatbot via a messaging application constitutes a powerful tool. It can interact with users when they are connected and in line with their personal preferences. A chatbot also makes it possible to answer essential questions that customers may ask, while also taking some of the pressure off your support team. In affiliation, the chatbot is also a way of driving traffic to your website.

Advertising and social media: no one is left out

Despite all your efforts, not everyone will visit your website on Black Friday itself. That’s why you also need to be able to find prospects wherever they are using a SEA and SMA strategy. If you have a CRM onboarding-type data reconciliation tool, this will allow for a more effective approach. You can also use retargeting and remarketing to reconnect with undecided visitors. Lastly, be prepared to play the game of cashback and best buy websites, strengthen your links with your affiliates and keep a constant eye on price changes using online comparison sites.

After Black Friday: create a relationship of trust

After the Black Friday rush, you need to be able to do all of the necessary follow-ups. Selling online is one thing, but you also need to be able to live up to your promises in terms of delivery, availability and responsiveness. That’s why the commercial relationship does not end with ordering. Reinforce your customer service teams, be responsive about questions asked and follow up customers regularly about their level of satisfaction and with specific content (questionnaires, tutorials, best practices, FAQ and “how to” guides for products bought, etc.).

This approach consists of creating a premium experience in order to foster the loyalty of your customers with just one aim: to be able to transform them into ambassadors for the following year. That’s why the relationship you have with them needs to last, with exclusive and special offers and specifically tailored content between fulfillment and added value.

For retailers and e-commerce companies, Black Friday is an intense time that generates a huge amount of energy and creativity. Well prepared, your teams work in a collaborative and cross-functional way to offer your customers a unique experience while also staving off the competition. Our experienced production team is able to support you through this most intense sales period of the year. Put your trust in them and received a personalized proposal according to your needs and aims!

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Performance Marketing

Black Friday: What is the best lead generation strategy for your brand ?

Black friday

Friday, 23rd November 2018. Maybe this date won’t mean much, but for retailers and e-merchants, this is one of the most important days of the year.
Black Friday has gradually taken the retail world by storm and nowadays kicks off the shopping period that leads up to the Christmas period.
This 100% American tradition is now found in several countries (Black Friday is always the day after Thanksgiving) is an extremely important time for the big brands that decide to enter the game, whatever the Country where they want to communicate.

Last year, the number of sales jumped 30% over the previous year, reaching an average basket value of 118 euros. Figures that confirm the success of online sales by well-prepared companies.
To make Black Friday 2018 a must-attend event for your brand, here are some tips and tricks to get you one step ahead of the competition.

FIRST STEP: Improve your SEO in order to increase your brand visibility

Unless you’re a major retailer such as Amazon, CDiscount or Fnac, there’s a good chance that most of your site traffic comes from potential customers Googling a product.
Even if Black Friday is not yet upon us, it’s now that you should be working on improving your SEO if you want it to have an impact. Content marketing, optimization of titles and keywords, the loading speed of your pages, mobile accessibility… It’s time for an SEO check-up!

Important levers to work on are:

  • Resolving any page 404 errors, broken links and redirects.
  • Making sure your servers will be able to handle an increase in traffic.
  • Optimising your site’s cache for faster viewing and improving the load time for any images.
  • Refining your CTAs and continually doing A/B variation tests so as to determine which display types get the highest conversion.
  • Optimising your metadata, keywords, content structuring, sitemap, open graph, etc.
  • Monitoring customer reviews (Google My Business, Yelp, Trip Advisor, etc.), responding to comments and always thanking your loyal customers.

STEP TWO: Develop a promotions plan

GIVE YOUR TARGETS TEASERS 

Black Friday is an event that needs to be carefully planned in advance. It’s not something to think about three days before it all kicks off. Now’s the time to work on content, campaigns and preparing your teams. You can create an editorial calendar to define and control your content creation: 30 days before, 20 days before, a week before, etc.

WHIP UP A FRENZY WITH AN EXCLUSIVE OFFER

While Black Friday relies on quantity and impact, some sales may be gleaned by doing the complete opposite. Why not use the rarity and uniqueness of a product to your advantage? This could be selling a limited number of products at a discounted price, creating a countdown or inviting customers to join a private club and benefit from offers reserved for members.

Your loyal customers, ambassadors, and influencers also have a vital role to play. Create exclusive offers, open the online sales an hour before other retailers or provide additional incentives (higher discount, free delivery or extended guarantees)… There’s so much you can do to reel in customers.

PLAY THE SOCIAL MEDIA CARD DURING FOR BLACK FRIDAY

Indispensable, social networks are an important sounding board for Black Friday. Your chatbot can save you time by creating a first online connection. Use conversational robots in messaging tools as a lever for advertising your products and actively interact with prospects and customers (notifications at key moments, encourage sharing of photos and videos with specific hashtags, etc.)

Black Friday is also a great time to engage your community via entertaining content, games, and competitions. Be creative and generous so as to create a buzz around your brand. And if you haven’t as yet done so, you can also focus on sponsored campaigns. It’s a way of personalizing messages in order to reach a new audience. Retargeting is a useful way to direct prospects to your landing pages or your website.

STEP THREE: Pull lead generation levers

Each objective must be the subject of a particular campaign according to your sales scenarios and your conversion funnel:

  • email marketing, publicise your brand and your products/services via external databases, encourage visitors to subscribe to your offers so as to not miss anything on the day.
  • co-registration with a trusted partner, seek qualified leads that are ready to transform.
  • surveys, capture new prospects via well-honed questions in order to optimize your transfer rate on the day.
  • competitions, what’s more, tempting than the chance to win one of your products/services in exchange for a subscription to your newsletter or agreeing to share your brand?!
  • SEA and SMA campaigns
  • etc.

You also need to work closely with your affiliates to ensure they can relay the right messages at the right time. With the right content, the right visuals and the right message, this is an indispensable tool for boosting sales when the big day arrives.

As a key moment for generating and converting leads, a commercial event like Black Friday brings freshness, dynamism and unparalleled creativity. An external and internal impact to optimize your marketing strategy while developing new initiatives within your organization.

If you want to know more, then check out our 10 tips to help you prepare for Black Friday! If you’d like to receive a personalized offer according to your lead generation objectives then please feel free to contact us!

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Influence

Recruit influencers who best suit your brand

influencers

91% of people trust influencers more than traditional advertising. Influence marketing, a rapidly developing channel? Yes, but it’s a channel which can be difficult to manage. Understandably so: 9 times out of 10, the suggested partnership doesn’t suit the influencer.

When it comes to recruiting an influencer, it’s not a good idea to improvise. After all, you don’t underestimate the effort required when it comes to recruiting colleagues, so don’t underestimate the recruitment process for influencers. You need to follow a methodical process to get it right. That’s why we’ve summarised all the best practices for you so that you can recruit influencers who best suit your brand.

influencers suit your brand

Know where you need to look and who you need to talk to

With a traditional marketing strategy, you need to know what to say, how to say it and to whom. It’s exactly the same when it comes to influencers. Before wasting time contacting all the biggest stars on Instagram and YouTube, take the time to consolidate your approach.

  • Buyer persona: work out your influencer’s profile. Who is he/she, what’s his her/style, messages, content, and positioning? What should the partnership be like, ideally, both in terms of form and content? In socio-demographic terms, who should your influencers be to ensure that your message is shared and communicated properly? These questions will have radically different answers, depending on your area of focus (B2B or B2C).
  • Audience matching: you need to ensure that the audience your influencer will be addressing is relevant to your target audience. This matching depends on the influencer’s content and style; consistency is key. You’re not going to ask a YouTuber who produces tech content to share your message about a cruise to the Bahamas or a new moisturizer, for example. Your message must remain totally consistent so that if the content weren’t sponsored, no-one would be surprised by the choice of subject.

Focus on diversity to reduce risks

As with any strategy, diversity helps to minimize risks, streamline messages and ensure they are well communicated to different communities. In general, there are three main profiles when it comes to influence marketing:

  • The influencer: an opinion leader who talks about things which interest him/her. He/she may be paid to test, promote or talk about a product or a service. He/she has a wide-ranging and open editorial approach, aimed at the general public.
  • The micro-influencer: an influencer who focuses on more of a niche market. He/she is more selective than an influencer, choosing quality over quantity. He/she tends to focus solely on premium content.
  • The ambassador: a power user who is strongly linked to a brand and has significant personal branding. He/she is a satisfied customer, a “fanboy” or “fangirl” who promotes a brand which is important to him/her. His/her content is specific, more technical and includes more in-depth analysis.

You need to know about these different classifications because of each category’s content, tone, style and way of communicating very significantly.

The second step in your research process: spend some time conducting relevant competitive intelligence. Are your competitors working with influencers, micro-influencers, and ambassadors? Who are they? What content do they produce? Not only can this give you ideas but, it’s also a way to avoid collaborating too quickly with the same influencers as your competitors. Your message could be confused and misunderstood.

Lastly, vary your chosen social media: don’t just use Facebook and Instagram. Look at Twitter, LinkedIn, YouTube and even Pinterest too. Depending on your target and your personas, it’s important to prioritize when it comes to social media – but don’t put all your eggs in the same basket.

Establishing the right KPIs to choose influencers

Although KPIs are often chosen ahead of a campaign, you can use them when it comes to choosing an influencer. This is a way to use the main principles of credit management to score potential candidates. Here are a few examples:

  • His/her e-reputation: what’s being said about him/her? How is the influencer perceived within his/her community? Have there ever been any incidents or inappropriate content? Take the time to do some research into the influencer’s history, public statements, and positions.
  • Levels of engagement: to what extent does content from the influencer lead to interactions? Does he/she spark conversations? Is he/she involved in community conversations? How many comments, shares, retweets, etc. does he/she have? ? Decide which of these areas of focus are most important to you. An influencer who constantly and half-heartedly shares promotional content won’t have much impact.
  • The quality of shared content: spelling mistakes, tone, style, personality, editorial approach – is the influencer in sync with your brand’s DNA? Does he/she share your values? Influence isn’t just about being seen; you want to generate positive sentiment through trusted communications which will turn your messages into real drivers in terms of marketing.

From a few hundred euros to several thousand euros per campaign or publication, influence marketing is a structured world. A world with its own norms and codes which can be particularly potent for companies which know what to do – especially if they work with an agency or a partner which specializes in this kind of marketing.

If you enjoyed this article, you might be interested in optimizing your ROI with Earned Media Value. If you want to find out more, contact our Influence team!

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affiliationKwanko news

Everything You Should Know About Safari’s ITP 2.0 Rollout

Safari ITP Tracking Issue

By now, you already have noticed all the fuss about the emergent release of Apple’s Safari ITP (Intelligent Tracking Prevention) 2.0 rollout for iOS12 and macOS Mojave in Q4.

This was already announced in late 2017, so at Kwanko we were already working in some improvements to our technology to limit any eventual impact this might have on the business.

First, what’s Safari’s Intelligent Tracking Prevention (ITP) and how it can impact our performance tracking?

The main purpose is to give much more privacy and control to the user. That’s the main goal. And in short, it places some restrictions on cookies based on how frequently a user interacts with the website that dropped them. That’s basically it.

However, for the Affiliate Marketing community, this can be a new challenge since it can affect how we track the customer journey and conversions.

The ITP is constantly evolving so, there will be even more changes in the future. For the time being, what 2.0 has changed from its previous versions, namely ITP1, is the removal of the 24-hour window for which a pixel from a third-party can access cookies. This means that when the ITP 2.0 is launched, the usual tracking will not work at all if we’re flagged as a tracker. Moresome, existing cookies will be purged after 30 days if there’s no “real” interaction with the user again.

The second biggest change is that if it sees a tracker collusion to have redirects to identify the user through several trackers, it will block that info also. Which means that when a user clicks on a Publisher ad by Kwanko, as always, it will first redirect to Kwanko’s tracker and only then to the Advertiser’s site. With this restriction, this feature will prevent cookies from being dropped or read on a user’s browser during these tracking redirects.

In other terms, if there are redirects before our click domain, we will only see the last redirect as the referrer instead of the original Affiliate source.

The third change is what it’s called Origin-Only Referrer. Pretty much truncates the referring URL’s down to the root domain. Which means that if it was coming from publishersite.com/article it will arrive at the destiny as just publishersite.com without more information than that.

As the report states, this is currently just for mobile and desktop versions of Safari. Even though the desktop Safari browser is kind of small compared to other browsers, in the mobile realm, it’s quite massive if we consider almost all of the Apple devices out there. So, it’s not something we should take lightly.

What can we do about it?

There are a few changes to be made to our tracking tags. But pretty much, what would happen with the ITP 2.0 is that it adds a prompt to WebKit’s implementation of the Storage Access API. So, if the user allows access their choice is persisted.

Here’s a graphic example of what a prompt message would look like.

Example Safari itp prompt message

This warning box is displayed when using the Storage Access API to allow a user to confirm his consent. If a 3rd party JS tag tries to write a cookie without this API (with the conventional method) the notice box will not pop up BUT, if this 3rd party is considered a “tracker”, its cookie will be “partitioned”.

Still, we have a cookie lifetime for just 30 days, but if the user keeps interacting, for what Safari considers to be a “real” interaction with our domain name it will keep this alive for an additional 30 days. If not, it erases automatically.

All explanation can be found right here at the source.

Also, we already have a “cible” tracking method which we’re adapting to convey with these new requirements and it will be ready for the time Safari launches its new version.

Any question or doubt, do not hesitate to contact us.

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affiliationLead generationMobile AdvertisingPerformance Marketing

10 tips to win on Black Friday

Black friday

The day is coming. And your strategy should already be thought out for Black Friday, the last Friday of November when a wave of promotions comes to boost sales at the end of the year. Christophe Matos, Global CMO et Board Member of Kwanko, gave Marketeer a list of 10 basic rules for brands to survive and win on Black Friday.

1- A 100% Black Friday Global Strategy

National advertisers have followed the international trend of betting more and more on Black Friday and its impact on annual sales clearly justifies a decisive strategy. Black Friday requires a dedicated P&L that does not forget to account for cannibalization of non-discounted sales and write-offs in the final margins.

2- Start early…

Act early and efficiently to create the right stimulus at the perfect time. Black Friday is the day of the year with the most first-time online purchases. All the details count in creating a “moment of truth” that results in a positive and potentially repeated experience. It’s the day to shine and advertisers have to be prepared. Consumers themselves prepare for Black Friday in advance and brands have to predict this trend.

3- Increase your database, before, during and after…

Second, only to organic searches of the brand, the Internal Marketing email is the biggest sales channel of online stores. Capturing records turns out to be the best source for prospecting and becomes the advertiser’s biggest asset. Black Friday is the perfect incentive to invite prospects to register and thus lower the effort and costs of capture. Once registered, the brand gains an internal communication support that allows them, through activation and automation strategies, to convert leads into customers.

4- SEO // Enhance organic presence in search engines

Black Friday has to be anticipated and strategically thought out for search engines. Brands have to develop tailored content to create history and gain an organic presence in the main search engine on the market. Advertisers have to be pragmatic in the quality of the contents they intend to have shared by the users themselves and thus spontaneously enhance their organic presence. SEO requires a level of organization and anticipation that is not always cared for, and that sometimes condemns brands to be forced to invest too much in paid searches during the event.

5- PPC // Adwords, Social Media Ads, Email Marketing  and Retargeting

When there is no time to refine the organic presence, there is nothing like investing in a PPC strategy to gain presence and take advantage of the search wave. Again, not all companies have the financial capacity to keep up with the rhythm of top searches, but there are simple and effective ways to bet on targeted searches that ensure a positive ROI.

The main best practice for retailers is really the purchase of strategic traffic, especially by sending Marketing emails using external databases with authorization for third party communication. This is the primary direct response channel, but no channel will have so much immediate impact on advertiser dashboards.

During Black Friday, visits to e-commerce sites may triple and the conversion rate eventually drops. It is essential to have a retargeting strategy designed (especially on Facebook) that allows optimizing all that traffic and increasing return on all Online and Offline Marketing initiatives.

6- Custom Audience! Give priority to your customers

Online stores have to focus on boosting their customers’ Recurrence, Frequency and Purchase Value (RFV). Black Friday is, in fact, the biggest opportunity of the year to attract new customers but it is also the perfect time to build loyalty and increase the value of the brand to the customer. Loyalty is no longer limited to internal channels and it is possible, for example, to cross data (example: encrypted mailing list) with Facebook and define a personalized strategy that will boost your results.

7- A Real E-Merchandising Strategy

As in offline, online stores have to know how to play with e-merchandising to stimulate consumers to react according to the strategic objectives of the company. Several reasons may justify highlighting a product: cash generation, profit margin, stock availability, brand positioning, seasonal stimulus… E-Merchandising is today the primary in-store commercial hook and requires increased care during Black Friday because of the momentum inherent to the event.

8- Mobile First

Alibaba reported that 82% of Singles Day sales (November 11) were made from mobile devices. It is fundamental to guide the entire company towards a mobile reality that is already more than implemented.

9- Presence in Strategic Publishers

It is fundamental for brands to bet on channels that channel buyers. Highlight goes to price comparators and coupon sites, which play a key role on these dates.

10- Black Friday will soon be Black November

Black Friday, Cyber Monday, Black Week… the seasonal hype is too tempting for brands to not be extended. Being the first to reach consumers turns out to be an endless war that requires some competitive strategy and vigilance. Time-to-market is key and it is up to the brands to stimulate consumers before, during and after the event.

Find soon the second article of our Black Friday series… You would like to entrust us your budget, consult our offers!

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Performance Marketing

Omnichannel: When digital outlets generate offline conversions

Omnichannel

Amid the euphoria of the Internet bubble of the 2000s, digital oracles predicted the demise of brick-and-mortar retail, overthrown and buried by e-commerce. 15 years later, however, brick-and-mortar retail is alive and generally kicking. And there’s a reason for that: e-commerce never killed it, it transcended it. Formerly, competitors, the two channels have become partners. From single channel to omnichannel, the digital universe has changed the face of brick-and-mortar retail. Or rather, it has become an important tool to sell more and more efficiently.

Evolving sales channels

Retailing has changed a lot over the past 20 years. Driven by digital technologies, this revolution has impacted all the original functions of retailers. From logistics to marketing, from sales to order management and customer loyalty, the tables have turned. And this evolution, of course, has also changed the face of major retail channels.

Single channel

This is the original channel, the one that goes from the store to the customer. You need something and you go to a store. Classic, traditional.

Multichannel

This is the model behind the growth of e-commerce. An online offering emerges in contrast with brick-and-store models. Two parallel approaches that can generate rifts in work methods and data. In extreme cases, there’s even the risk of internal competition. It’s functional but limited.

Cross-channel

A more fluid consumer journey emerges and it becomes possible to switch from one channel to the other. Consumers can order online and pick up their orders in stores, as in the case of click-and-collect.

Omnichannel

This is the ultimate solution. The solution where all online and offline channels converge to provide a single customer experience. No more hurdles. All information is shared, all stores are interconnected, and clienteling becomes part of new work habits. But this approach requires an important element: control over customer data and the consumer journey.

Drive-to-store: Bridging online and offline retail

Drive-to-store combines the best of the online and offline worlds. The goal is to bring the consumer to the store. To achieve this, advertisers have several options at their disposal, which usually converge on the smartphone.
Multi-local advertising on social media sponsored SEA links, and display advertising on smartphones through geolocation – all excellent tools to reach the right person at the right time, and especially in the right place.
Drive-to-store creates customized scenarios to encourage consumers to visit stores. To achieve this, the most common strategies revolve around a conversion offering a special deal.
This conversion can take many forms:

  • A web app visit.
  • Downloading an app from an official marketplace.
  • Collecting phone numbers for the SMS channel.
  • Social interactions with a chatbot.

All that advertisers must do is create an attractive offer: time-limited coupons, free parking, extended warranty, 2-for-1 deals, and so on. An effective way of using the web to attract an audience already in tune with the brand.

Omnichannel: The long sought-after excellence

The most successful experience in retail management today is the omnichannel model. It provides absolute convergence, usually integrating interconnected stores and augmented sellers (clienteling). This is a digital-based model that incorporates the customer experience as a lever of success.
Examples:

  • Customers can buy online and return the product in a store.
  • Customers can buy a product at the store and have it delivered to their hotel or office.
  • In-store vendors can also work with customers to prepare packages for online purchases (ship-from-store).
  • Stores become stockless sales outlets, like showrooms, with a smaller, less expensive venue to emphasize the experience. Customers can place their orders in the store and have them delivered at home.

Several global brands have jumped on the omnichannel train. Apple, Timberland, Starbucks, and Decathlon are just a few examples of this. In France, most big stores can now handle both in-store and web orders. An excellent way to optimize the supply chain, also with the integration of RFID chips to quickly check all orders. The brand tests express deliveries and experiments with new web-to-store and store-to-web models.

Formerly enemies, online and offline retailing have become allies. By being able to switch from one channel or device to another, this alliance reflects new consumer habits. It also reflects the need for quick organization strategies in order to fight against the Amazon juggernaut. Ironically, after conquering the web, Amazon is now investing in offline retailing, with the acquisition of WholeFoods Market, the opening of cashierless stores (Amazon Go), and the creation of Amazon bookstores.

To discover our drive-to-store solutions, contact the Kwanko team!

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Lead generation

How to use chatbots to generate leads ?

chatbots

Lead generation is one of the main activities done by marketing professionals. It involves choosing the right channels, tools, and platforms. In recent months, chatbots have emerged as a new trend. Chatbots are robots which can hold a fully or partially automated conversation. This type of artificial intelligence feeds off big data and has the potential to become one of the most effective lead generation tools. Chatbots can be added to your website or feature within messaging tools like Messenger, WhatsApp, Skype and LINE. They are already being used by a range of brands. They can operate 24 hours a day, 365 days a year and automate the lead generation process for you. Information, advice and good practice.

Set your chatbot a goal

A simple reminder to begin: there’s no point having a chatbot just because its “on-trend” if it doesn’t actually add anything to the user experience. Yes, we may be hearing more and more about chatbots, they’re proving their worth and they can help ease the commercial strain. But the main question is: how can a chatbot help you? How will your chatbot work within your overall strategy? What are your goals? Do you want to start conversations and get people interested? To answer visitors’ questions? To help your support service?

It’s important to work out what you want your chatbot to achieve as this will enable you to draw up an implementation plan and calculate your return on investment (ROI).

Choose the right platform

Once you’ve decided what you want your chatbot to achieve, you’ll need to choose where to put it. Most chatbots are part of messaging apps like Messenger, WeChat, and Twitter. However, they can also be added to a website. You’ll need to look carefully at your buyer personas, visitor behavior and social media presence to choose the perfect platform. For example, Messenger is probably not the best solution for B2B. That said, if you have an active Facebook community, it may be just the thing.

Choose the right tool to create your chatbot

As with websites, there are various different options when it comes to building a chatbot. But do you have the time, energy and skills internally?

Certain SaaS platforms can make a chatbot for you. All you need to do is provide the content. Here are some examples:

  • Aivo: a customer service solution.
  • Botsify: for Messenger or website chatbots.
  • Chatfuel and ManyChat: popular and easy-to-use solutions for Messenger.
  • Flow XO: a comprehensive tool which can be integrated with all major platforms.

If you’d rather get someone in to create, integrate and implement your chatbot, you’ll need to look for an expert in the field or a partner agency. You may find it saves time to use external skills which can potentially take the chatbot further than internal colleagues. If you have complex personalization needs, this could well be the solution for you.

Create your content

Although some chatbots are intelligent (or semi-intelligent), most deliver pre-programmed conversation. This means that your chatbot’s content is key. If it is clear and well-thought-out, it can boost conversions. You’ll need to spend plenty of time writing scripts and creating decision and interaction trees. It’s the same principle as with books where you’re the hero. An interaction equals a decision. You have to start off broad, then narrow down little by little. Replies need to be precise and closed and be part of a comprehensive decision tree. If a person answers A, B or C to a question, what will happen next? Such instructional design will give your chatbot an almost “human” feel.

Integrate with existing tools

To be effective, chatbots will need to be integrated with your existing infrastructure and processes. A long list of integrations can be required, including CRM, DMP, product catalogs, Google Analytics, cross-device tracking, etc. The more internal and external data a chatbot can access, the more effective it will be. Configuration takes time and should be considered at the creation stage.

If your goal is to optimize lead generation, you should organize data collection accordingly. Chatbots do not exist in a vacuum. They are connected to your tools and are a key part of your team. They also enable you to collect insights to help you measure your return on investment more effectively.

Promote your chatbot

Once your chatbot is up and running, you’ll need to make sure people know about it. You could think about running a promotional campaign. Here are some examples:

  • Send out a marketing email to introduce your chatbot.
  • Personalise your chatbot (name, lifestyle, etc.) to create a compelling story around this new virtual character.
  • Offer discount vouchers or promotional coupons to early chatbot users.
  • Organise a competition on social media.
  • Provide a premium service to those who get in contact or buy via the chatbot.
  • Get feedback from early users and reward them for it.

Chatbots: use and good practice

Answers to FAQs

The simple and conventional interactions that a chatbot might deal with to avoid your prospects having to search the web for information could include store opening hours, current promotions, questions about products sold or offers accessibility or parking.

They can also help provide a support service. Chatbots can also filter questions, focusing on those with low added value. Other queries can then be dealt with by call center agents via the messaging app or other channels.

To manage delivery, confirmations, and availability

With a chatbot, micro-interactions can be automated. Examples include reviewing orders, sending purchase confirmations, notifying of imminent deliveries and confirming that returns have been received. The information is stored in the same place and is often easier to access than email. Users can even interact with post-sale (move delivery, ask a question about payment, etc.).

To engage your community

Chatbots are conversational tools which can be fun to use and boost engagement. You can use them for educational purposes, to run tests or quizzes and to organize games and competitions. They can also add a touch of humor to proceedings with jokes and puns. You can set them up to match your editorial style and creativity.

To place an order

If your product range isn’t overly extensive, you can use a chatbot to place orders or book appointments. Pizzas, hairdressing, ready-to-wear, clothing, make-up, wellness, train tickets, plane tickets, show tickets…almost anything is possible! Your chatbot can also provide tutorials and explain the good practice. For example, you could have it demonstrate how to put together a piece of furniture, use software or improve user health: the possibilities are endless!

To collect leads

A new way to collect qualified leads. Because chatbots work using conversation, you can identify the ideal user by asking filter questions. You can then use their answers to these questions to suggest the right services and/or products. This represents an alternative to conventional co-registration.

Chatbots are already being fully integrated into major brands’ systems. However, the good news is that they are accessible to all. Whatever your budget and size and whether you are aiming at internal or external use, chatbots will change how you work and optimize your marketing strategy.

Want to read our chatbot lead generation case studies? Contact our sales team!

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Performance Marketing

How To Make A Visibility Campaign A Success In 3 Steps ?

Visibility campaign

You managed to convince your management to release an extra budget to launch a visibility campaign? First stage… Checked! Your brand and your logo are found everywhere. You are visible and people know you. Second step… Checked! You look at your overviews, your KPIs, and your sales leads, and the anxiety begins to grip you. And for good reason: your conversion rate is bad. Third step… Failed!

How is this possible? The plan was clear though. The problem is that wanting to gain visibility is not a plan in itself. Your budget has been spent but spent poorly. This is the whole problem of the visibility issue, which has become central in the age of information overload and the growth of channels and platforms. Standing out from the crowd does not necessarily require the spending of a lot of money. It needs to be spent wisely and strategically, a strong network and appropriate negotiation. How is this done? We’ll tell you.

THERE’S NO VISIBILITY CAMPAIGN WITHOUT ADAPTED STRATEGY

Before embarking on a visibility campaign on a display network, you must first be clear about what you want to do with it. There’s no need to invest money, time and energy without specific, measurable and achievable goals.

HOW DOES A CAMPAGNE HELP?

Do you have a goal in terms of sales or turnover? How do you measure your investment return? Do you have a time constraint? There are so many questions that need detailed answers to structure your visibility campaign.

WHAT IS YOUR TARGET?

Wanting to sell to everyone or to as many people as possible is neither a target nor a strategy.. You need to know your audience, build up your buyer personas, knowing who they are, what they do, what their motivations are and at which stage of the conversion funnel or customer journey they are. Without this information, there is a real risk of blindly directing your visibility campaign. What matters is to sending the right message to the right people at the right time.

CHOOSING A PARTNER

Depending on your goal and your target, you will need to establish the most relevant channels. However, there are also many options: social networks, partnerships with influencers, retargeting, media buying on the main advertising networks, etc. To each solution is its channel. You just have to find which one.

A PRIORITY: SOLID PARTNER WEBSITES

Now that you can see more clearly, you must able to rely on trusted partners. Your visibility campaign may lead you to Facebook for ADM, Google for ASP, Instagram for influence, and shopping websites for display. You can always do this on your own, but it may take a lot of time. Not to mention that the results can be limited.

This is the reason why most advertisers work with expert platforms. Have experts available with partner sites and a strong network for an effective visibility campaign.

Of course, your partner will accompany you during the rolling-out of your visibility campaign, but that’s not all. They are responsible for implementing corrective actions and optimizing content according to the results. Real time management for a guarantee of results with medium-term engagement goals.

NEGOTIATING THE BEST DEALS

Because it works with many customers, the platform also acts a purchasing group. In business, a wholesaler will always get better rates than a small shopkeeper. Online, it’s the same thing. A platform will be able to have additional trading margins and negotiate the best deals for its clients. Not to mention that it knows what to do, which influencers and agencies to contact and which content to optimize thanks to experience.

Depending on volume, budget, and strategic goals, there are several ways to understand your visibility campaigns. We can talk about compensation models such as CPC, CPM, fixed costs, etc. Negotiating the best deals therefore means choosing the best business model for all parties. An effective and sales-generating approach that is organized into a global plan. This negotiation is the heart of the model of your future campaign to get the best ROI possible.

By their very nature, visibility campaigns are a major growth driver on-line. Optimizing this relay requires a thorough knowledge of the many characteristics that compose it. And it is to achieve this that a team of professionals will always be better placed on the organizational and financial to promote your offers in a truly effective way. So ready to check step 3?

If you liked this article, discover our performance marketing solutions or contact us to find out more!

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