With 2019 drawing to a close, here's a great stash of articles you shouldn't miss to boost your digital IQ.
A big congratulations to Rihannon and the team at Rakuten for a very well put together event at DealMaker Sydney 2019.
It was not just a showcase of Rakuten's roadmap for affiliates and display programmatic, but called on a slew of expert marketers including managers from Lorna Jane, The Trading Desk, Plastiq, Spartan, Ad News & more.
Here are some central themes from the day:
1) Led by Andrew Banks from Shart Tank - there was a large focus on Transparency & Measurability of tech and digital media.
2) Australia's version of GDPR is in its infancy and rolling around via the ACCC. The general consensus was that tech and media agencies are happy to comply with any regulation required to secure the online privacy of Australians.
3) O2O2O2O was a common theme, driven home well by David Watson, VP of Product at Spartan Race. It stands for online to offline to online etc. With offline sales still making up 90% of retail sales in Australia, brands are striving to maximise online research leading to offline sales. David also explained how despite having 20,000 people tattoo their logo on their body, they still have a long way to go to reach their goal of 100 mill customers. They are laser-focused on making people find an identity in the Spartan brand, something all brands can aspire to.
4) NeuroScience and Advertising are merging, and there are many techniques now in play to solicit true feedback on a brand’s awareness. Joel Pearson, the founder of MindX explained how visual illusions and measuring brain chemistry can be used in this exciting new frontier of advertising. He also showed some strong correlations between a brands awareness and the amount of paid media spend in market, with brands like Woolworths, Telstra & Samsung leading the way in Australia.
5) TRUE "AI" is still being debated as a game-changing marketing phenomenon. Some speakers such as the Ad News rep were touting it as a "shiny object among many shiny objects", yet others like Nick Fletcher, UK Country Manager from Rakuten revealed how it's about to change Rakuten Affiliates and Programmatic buying for the better.
If you need assistance with Rakuten’s affiliate marketing and programmatic display offerings, don’t hesitate to reach out to Nimbull today.
Thousands of attendees, hundreds of booths and speakers - The Online Retail Show at Sydney’s ICC showcased all the premium vendors in Australian eCommerce.
The exhibitors were made up of:
50% shipping and logistics services and software
20% marketing automation platforms
10% administration software and services like billing and accounting
10% digital agency services
10% production services like product video and imaging solutions
Couldn’t walk the floor of this year’s conference?
The 25 photos below are your cheat sheet into all the action.
There are two types of markets in recent memory for Australian property developers. Before June 2017, there was easy access to credit and high buyer urgency. Properties were appreciating $10,000 a month. In more recent times, prices are declining and property developers need to fight harder to gain warm and efficient leads. The days of simply handing over a chunk of money to RealEstate.com.au and Domain.com.au and sitting back are over. Injecting high performing channels like Google Search Ads, Facebook Ads and Display Retargeting are critical to success.
Here are some of the most common mistakes in this new era of property development marketing.
1) Not Improving the Property Developer Reputation
In recent times, more and more the developer reputation has become an important consideration for people buying “off the plan”. Those flames have been stoked by recently highly publicised events, including the Notorious OPEL development evacuation over Christmas in Homebush, NSW.
Realestate.com.au has released data showing that developer reputation remains the third highest factor buyers consider when buying off the plan apartments, trailing only to price and location.
“Developer reputation” has climbed dramatically as a buying factor over the last few years.
Many developers over the last few decades have had the approach of simply having a skeleton holding company, with no branding or link between and it’s past and current projects. The most impactful ways to increase property developer reputation are:
Have a strong corporate site that lists all past and future developments, and strongly calls out the history of your organisation. It should look forward as well with adequate News and resource sections. Regularly updated fresh content is key to building trust.
This property developer has not posted a news article in 6 months, despite having lots of developments to write about - a missed opportunity.
Maintain one Facebook page for all your developments, rather than having a gamut of Facebook pages that stay live for a short period of time, only to have their lights go out once they become dormant.
If budget is there, adequate above the line advertising can also assist with developer reputation, especially sponsorship in the local community.
Aqualand Sponsors the Australian Ballet
Even if the budget is just not there for expensive sponsorships, buying some minimal Digital Out Of Home Advertising such as a digital billboard in the local Westfield shopping centre can really help here.
2) Short Lived Microsites Are Hurting Your Conversions & SEO
Many property developers choose to have one specific microsite for every single property. This is a common approach, and has many pros and cons. The obvious benefit is that you can completely control the look and feel of the entire site and match it with the properties image and brand. This approach can only be effective if you find ways of communicating the longevity of your property development company, and not leave the buyer feeling like this is a one off project where the property developer could disappear with their money.
This property developer below has many properties but has cleverly chosen to keep their sold out “Discovery Point” property hosted on their corporate site and not a microsite. Further, they have redirected www.discoverypoint.com.au to their corporate site.
Many property developers find it almost impossible to rank on the first three pages of Google in organic search results. This is primarily due to the dominance of companies like Domain.com.au, RealEstate.com.au and AllHomes.com.au who dominate and saturate the first three pages. Splitting your battling back link profile across 17 microsites is not going to help either (every back link to your website is a vote of confidence in Google’s eyes). Once a development is sold out, activate 301 redirects from its microsite to your main corporate site. Deep linking them to the appropriate URL in the completed projects section of your site. This will pass on any link benefit to your corporate site, giving you a real chance of ranking, and getting that all important FREE SEO traffic.
3) Having 50 “Low Like” Facebook Pages
Besides being a logistical nightmare that will take countless staff hours to manage, there are very good reasons not to have specific Facebook pages for every single one of your property developments.
This property developer has over 15 properties but is savvy enough to promote them all on one Facebook page
We’ve observed a strong trend towards property developers combining Facebook pages lately, a tedious and risky exercise. Firstly, volume of Facebook likes is a strong measure of your credibility to a prospective buyer. Having under 500 likes is sure to cause trust issues. Why would a buyer who has heard all the horror stories of property developers going bust trust an organisation that can’t even drum up the interest of a few hundred people? What’s more, those first 500 likes can be extremely difficult to obtain, when all you have is a large hole in the ground and a promise of an “live in” date two years from now. A well built granular Facebook Ads likes campaign can be very useful here, often achieving “cost per likes” of under a dollar.
4) Not Using Promotions
As a traditionally high margin business, property developers can often afford to offer some killer promotions to help drive buzz, interest and get people over the line. This could be something like entering a competition to win a household item for just registering your interest for a property. It could also be a high value incentive at the time of purchase e.g. paying government fees, deposits, and offering discounts of tens of thousands of dollars for a limited time. Such promotions are particularly important in saturated markets like capital cities where there are a tonne of options for buyers.
A property developer offers to pay 5% of your deposit
Turbo charge your online click through rates and conversion rate through the use of strong offers & promotions.
5) Not Frequent Enough Sales Agent Feedback
Almost all property developers will use sales agents on the ground to chase down leads, walk people through display suites and close the deal. Regardless of whether these are employees of the property developer or external agents, frequent feedback on the quality of leads you are generating is key to portfolio managing your digital marketing channels.
Sales Agents should provide weekly feedback of the quality of leads from your digital marketing activities.
Start with a good CRM, and make sure you are pushing as much data to it as possible. This should not only include using UTM parameters on your digital marketing channels that drive traffic to your website, but even pushing Facebook Lead Form Ad leads frequently to your CRM and Sales Agent’s email address using tools like Zapier.
Common complaints sales agents have about lead quality include:
Too many “tire kickers”
people living too far from the development area
people not understanding exactly where the development is located
6) Ignoring “Post Lead” Marketing
So you’ve done a great job of bringing a visitor to your website and getting their details for an agent to call them. Don’t stop there! There’s no guarantee that they will make the time to walk through a display suite, and even if they do, it could take weeks or months for them to decide to buy.
In fact, Domain.com.au has released data which shows the average time taken to complete the purchase of a new home is 14.5 months.
This is where “retargeting” is pivotal to keep up the excitement around your property and stay top of mind where your buyers work and play.
Retargeting captured leads with inspirational images like high quality kitchen finishes can keep your property top of mind.
Stay in their Instagram and Facebook News feeds with video and image ads. Video testimonials from current residents of communities can be really powerful here. Retarget them on news websites like Sydney Morning Herald by sending them to original blog articles hosted on your website about the property development. This is achieved using content seeding platforms like Outbrain. If you haven’t got the time to write these articles internally, hire an agency with expert property copywriters to assist you. Finally, reach buyers on YouTube with pre-roll video ads - you can even do 6 second unskippable ones, perfect for staying top of mind.
7) Thinking Realeastate.com.au Will Take Care Of Everything
Many property developers have not moved on from the peak of the recent property cycle in June 2017 when a spending a decent chunk of change on REA and Domain was sufficient to sell out all stages of a property before construction even began.
The credit crunch has resulted in a shrinking pie, forcing property developers to greatly diversify their digital marketing channels including: Paid Search, SEO, Social Media, Display Ads, Video Ads, Email Marketing, Content, Local Marketing and more.
Property Developers need a range of digital channels to seriously compete in recent market conditions
Custom property industry publishers like DOMAIN are great from a branding point of view, so some money can be wisely spent there. But don’t fall in the trap of giving them a free pass when it comes to delivering efficient leads. Ultimately, the speed at which you will sell out each stage of a property is directly tied to the volume and efficiency of quality leads you can generate. Running a cost per lead three times as high on Realestate.com.au vs Facebook Lead Form Ads just because it’s Realestate.com.au is pointless and expensive. Be particularly careful of email blasts by these publishers as they can often generate only a handful of leads for thousands of dollars of investment.
Want the remaining 5 common digital marketing mistakes of property developers? Fill out the form below and we'll email you the full analysis in PDF.
Looking for a digital agency that truly gets your business? Check out what our property clients are saying and contact us today for a free strategy session.
In usual style Google has released their little April Fools’ joke for 2019. It comes in the form of a Google maps game called Snake. You can play the April Fools’ game here.
Select your favourite city and pick up passengers as you explore famous landmarks.
Can you beat our highest score !?
Google Ads continue to offer users, and sometimes force users, simplified functionality in the interface. It often helps less savvy advertisers get more reach, but it doesn't always help "power users" like agencies squeeze the most out of their campaigns. For example Google just forced all Google Shopping to display in Google Images, whether you like it or not.
Google just forced all Google Shopping to display in Google Images, whether you like it or not.
Google Shopping is the most widely used and most effective channel for ecommerce marketers in Australia. Lets explore how simplified setup and functionality have effected performance in the Google Shopping world.
What types of Google Shopping campaigns can I run?
1. Manual Google Shopping Campaigns (the legacy ones):
These are the original ones that require you to import your feed of products from Google Merchant Centre, and then manually break your feed apart, and include or exclude products based on their performance. It gives ultimate control, but is very tedious and time consuming to administer.
Unlike the “Goal Optimise” campaign below, It will also not automatically take care of your dynamic retargeting on Google, again costing you time, but gaining you control over budget.
2. New “Goal Optimise” Google Shopping Campaigns
These will automatically take your feed from Google Merchant Centre, and create one campaign that will contain your Google Shopping and Google Dynamic Retargeting. You can’t exclude any product you want, but only at a BRAND level, which is a real disadvantage. Also, you cannot set individual bid prices per product on this type of campaign. You are putting faith in the Google “machine learning” algorithm to optimise the maximum ROAS. It can be a major time and skill saver, especially if you are not an analytical person.
This campaign is a bit of a black box in the Google Ads interface. You won’t even really be able to see how much of the spend is automatically going to Google Shopping, and how much is going to dynamic retargeting. Use Google Analytics to understand how much spend is going to each.
You may even find that Google is running regular display spend (not all to your retargeting audience), something that is unlikely to convert as well as the rest of the traffic.
Google Shopping is the best performing channel for ecommerce marketers
We actually find that the old style manual Google Shopping campaigns usually beat the new automated "Goal Optimised" Google Shopping campaigns on ROI. Feel free to test both yourself. That being said, if you are time poor or lack access to the ongoing analytical skills, then the new “Goal Optimise” Google Shopping campaigns can be a useful inclusion to your digital marketing program.
Need help with Google Shopping campaigns? Ask Nimbull for a free discovery session today.
Don’t hit the sack just yet, there’s so much to do before Black Friday on November 23!
Black Friday is important because this is the shopping day on which many retailers have traditionally made enough sales to put them in the “black” for the year.
Black Friday and Cyber Monday are now two of the biggest shopping days worldwide, and there is a lot at stake.
For those in eCommerce, it’s the perfect time to attract shoppers to your door. It’s also an amazing way to grease the wheels for the all important Christmas rush. We’ll explore the top 10 things eCommerce marketers must do to take advantage of the soaring conversion rates and demand.
1) Take a closer look at your stock levels weeks before Black Friday. If you don’t have inventory to sell, your business will have zero chance of leveraging the benefits of even the most cutting-edge Black Friday eCommerce trends. Dropshipping is great, but there are sometimes no guarantees that your suppliers won’t sell out of key products during Black Friday, leaving you with no option but an embarrassing refund.
2) What will be your pricing strategy? eCommerce shoppers are extremely price driven.
Although each individual store varies, it’s not uncommon to see the following discounts:
Office supplies: 50%.
It’s likely that some of your suppliers and distributors themselves have thought about pricing. Ask them what they are discounting, and special bundles and promotions, and reflect it when the time is right.
3) Use Black Friday and Cyber Monday related keywords in your paid search campaigns. For e.g: Electronics Black Friday, Shoes Cyber Monday etc. Look for “interests” and “topics” related to Black Friday or generic gifting periods in your Paid Social and Display Network campaigns.
4) Create the Landing Pages that mention Black Friday and Cyber Monday. This could be as simple as including a site wide banner. Other options including a home page banner, or creating yoursite.com/blackfriday which lists all discounted products. Don’t be afraid to put this live early and gather interest by asking for email subscribers as BigW did very early in 2018.
5) Send out Black Friday & Cyber Monday email campaigns leading up to the event. Timing emails for Black Friday requires some prep work, but they are definitely sent earlier and earlier every year. Google Trends now shows that interest in Black Friday starts about 5 weeks before the event. A well crafted email showcasing what will be discounted and driving back to your website will be an important component in activating your existing customers.
6) Coupon codes like BLACKFRIDAY18 are an amazing way to communicate savings to consumers. Decide if you will create a store wide coupon code, or if it will apply to certain products only. If you are using deal sites like Ozbargain, ensure you have all offers drafted and ready to submit. If you are using affiliate networks like Commission Factory or Rakuten, communication will be key as BF/CM banners and offers can really help with CTR during this period. Finally, don’t forget offline marketing like pamphlets, catalogues and flyers. For advertisers who have both online and brick and mortar channels, handing out flyers describing your offer can help drive people into store to redeem your coupon code.
7) Test your websites ability to scale with users and check your site speed. A slow page speed kills your chances at a sale: 46% of shoppers have said they’ll never return to a slow website. No point in all this planning if you can’t convert on game day.
8) As well as being one of the largest Sale days of the year, you may find that Black Friday and Cyber Monday also deliver records for daily unique visitors. Keep some retargeting strategies in place so you can follow up with people who never checked out online. Also, collecting email addresses or other soft conversion points like dowloading of pdfs or joining your socials is valuable.
9) Focus on the Customer Experience - Staff Appropriately: As traffic increases during Black Friday & Cyber Monday so too does the need for customer support, developers committed to problem-solving, and salespeople ready to answer phone calls.
10) Review last years analytics and lessons learned. Jump into your site side analytics tool and investigate last years numbers, especially traffic sources and product skews purchased. The most important part of this is a forecasting exercise around advertising budgets needed for the day. Be prepared to spend up to 5 times more than your usual daily spend caps on important channels like Google Search Ads and Fscebook Ads.
The real world knock-on effects of the Cambridge Analytica situation are about to be felt for savvy Facebook advertisers. Those taking advantage of Custom Audiences and Partner categories will lose the ability to create these campaigns on Aug 15th. Facebook pulls in data from partners like Acxiom and Experian, allowing you to do cool things like target people based on demographics like "Home Ownership" - but this is soon to be a thing of the past.
Also, some advertisers use Custom Audiences, a powerful feature that allows you to tap into your first party data e.g your customer's email addresses from your CRM, to target them specifically on Facebook. You can imagine how powerful something like this can be e.g a home loan vendor targeting people with refinancing ads 3 years after their settlement. This feature also seems to be among those to be deprecated.
Facebook's recent user growth woes and stock market slide have prompted them to look at many facets of their business, and the above changes are reflections of this. They have invested significantly in outdoor advertising, displaying messages like "DATA MISUSE IS NOT OUR FRIEND" and "FAKE ACCOUNTS ARE NOT OUR FRIEND" around Australian capital cities like Sydney.
Nevertheless, Facebook remains one of the most targeted and efficient forms of marketing available, with hundreds of cool features in their bag of tricks. The full release of changes can be found here.
Prime Day is Amazon’s members-only sale held once a year, historically in July.
So how big is Prime Day? Ariana big! She just took the stage at Prime Day launch.
Amazon has invited 4 more countries to Amazon Prime Day, and Australia is one of them! Amazon Prime Day starts at noon AEST on July 16th in Australia, and will run for 36 hours. Amazon will run deals on not just its own products, but (hopefully) thousands of others. There’s no single bigger day when Amazon signs on new Prime memberships globally.
2018 will be the first time for Australia. To make the most of Prime Day you’ll need to get yourself an Amazon Prime membership. In Australia, it costs $6.99 a month, or $59 a year. Sign up to experience the benefits that millions of Prime Members enjoy. Like in other markets, it comes bundled as part of that Prime subscription service, meaning that superfast free delivery and access to streaming services, e-books and exclusive deals is now on the table for Aussies as part of one service.
Google has added a way to mine data for insights with voice-based navigation that’s fueled by artificial intelligence, and it's improving and maturing every day.
Although it will bomb when asking it complicated things like "Does social media drive SEO conversions", it can tackle most straightforward requests (data analysts, your job is safe for now!).
Here's 10 questions we asked GA:
What was my traffic last week?
How many conversions have I received this month?
When do my visitors mostly convert?
What % of my users are female?
What percentage of my users were on safari last year?
What are my highest converting GOALS?
Is tablet traffic growing or shrinking?
Which social network gets me the most visitors
Which website referrer gets me the most conversions
Which landing page had the lowest average session duration last month?
The Google Analytics voice commands feature is easy to use, and can retrieve most GA data with your voice. It is part of a broader initiative within Google called Analytics Intelligence, which aims to give customers a better understanding of their Google Analytics data. It can save previous data you recently asked. It allows everyone to ask basic questions for themselves, freeing up data analysts to focus on more complex, strategic issues.