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StephenC

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About Stephen

A senior Marketing professional with extensive B2C to B2B International experience in large organisations and start-ups. Industry sectors include Government, Automotive, High Service Level distribution and manufacturing. A CIM marketing professionals guest speaker and trainer.
15 10, 2019

How To Create Performance Marketing KPI’s

By |2019-10-15T14:35:22+01:00October 15th, 2019|Analytics, Blog|0 Comments

Define your purpose

As a famous proverb puts it: “without vision, the people perish”.  

Before you get into the details of numbers and targets it’s important to clearly define the purpose of your business and by this we don’t mean a description pages and pages long that makes War and Peace look small in volume.What does your business exist for? Who are you trying to serve? How do you serve them best? What difference do you bring to the marketplace? 

Articulate your purpose clearly, answering these questions, in less than 30 words.
It should be easily repeated from the most junior to the most senior member of your team.

Engage your team

You can have the best all singing / all dancing KPI slide deck, heck you can even make the KPI’s themselves sing and dance in an animated short film but ultimately if you’re team aren’t signed up and feel accountable for your KPIs then you’re just rearranging deck chairs on the Titanic.  

Get the people who will own the KPIs in a room. Get them to input and make sure they understand they’re contributing to the key ideas.  Give them an opportunity to object/discuss areas they’re uncertain on and then assign accountability for each metric to individual or team.  The end goal is to have a set of KPI’s that everyone fully understands, is signed up to and is accountable for.

Choosing what to measure

The most important part of setting a KPI is choosing what to measure.  Think about what you want and where you want the business to be. Make sure every KPI you decide on can clearly be aligned with your business purpose and the people you’re trying to serve (target audience).  

Tighten the net and assign a gate-keeper for those targets.  

Assign responsibility to a team or individual (depending on the size of the company) that can act as the proverbial rottweiler and will make sure every new project or activity can genuinely be linked back to your goals.  The project owner must be able to clearly articulate how their new piece of work will impact the KPIs, how it will be measured and what the timings around the results.

What you should measure

SMART KPI

Firstly make sure all KPIs are SMART:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-Bound

It does not change

Some KPIs should be channel specific and others will relate to overall business goals. Many organizations will need KPIs of both types in order to measure both channel performance and the impact this then has on overall goals. KPI’s focused on customer satisfaction either measured as a Net Promoter Type score are always good at higher level KPI – but their also needs to be granularity to ready understand what is going on.

Not all channels are likely to have the same KPI.  For example it would be unrealistic to expect social media to have a direct impact on revenue/conversions (although this is depending on your product offering however in B2B this would be unusual) and therefore a more appropriate KPI may be “reach”.

Measuring progress

KPI’s need to be living and breathing within your organisation and should be reviewed regularly so everyone is up to date with progress.  If you’re using the SMART model then each KPI will be time-bound and so it will be easy to see what is needed and by when. If for some reason there are factor’s outside of your control that will impact the KPI then it is important this is flagged quickly and discussed so that it can either be recalculated or expectations have been managed by the time the due date appears.

Conclusion

In conclusion, it is true that there is a lot to consider when setting your marketing KPIs but spending the time planning up-front is definitely worth the investment. Because the numbers depend completely on what you’re going to do. All too often we focus on what we do and how we do it.  But it’s a good understanding of why you are doing what you’re doing that will keep focus in the hard times and ultimately business success will depend on everyone’s understanding of why it matters.

14 02, 2019

Guest blog: Valentine’s day flirty four

By |2019-02-28T10:45:04+00:00February 14th, 2019|Blog, Branding|0 Comments

Struggling to get click-through? Bamboozled by what your digital marketing gurus are saying? And dearly hoping you’ll never be asked what the buzzwords they bandy about actually mean? We’ll look at four: smart audio, brand safety, voice search and AI which is artificial intelligence and basically means machine learning.

Well this Valentines, to show we care, Digital Web World are demystifying 2019’s ‘Flirty Four’ i.e. the digital marketing foursome making all sorts of promises for the year ahead.

1. Smart Audio

WHAT IT IS: You telling tech what to do and it doing it.

WHERE IT’S AT : If you feel like you’ve seen Amazon’s ‘Echo Show’ advert a lot – (the one with the father curious about who his pasta-boiling, tomato sauce-burning daughter has got coming to dinner), then it’s probably because you have. It hit the humble TV screen back in November 2018 but it’s still regularly beaming into our living rooms every night. And it’s now February 14th 2019. It’s the Echo Show; with a four-month echo it seems.

The point is this. The likes of Amazon’s Echo Show (a ‘smart-speaker’) are apparently selling like hot cakes. At a closing down sale. Where everything’s free. And Amazon’s Echo Show is also an example of machine learning: using a machine, Alexa to communicate virtually.

In fact, in the US alone, the equivalent of almost the entire UK population now owns one (that is 56 million adults – or one in five Americans, according to the Smart Audio Report by Edison and NPR). Usage has ballooned from the speaker’s ‘assistant’ taking care of home security and the controls of other household devices, to traffic reports, shopping, and product research. This quarter, Amazon confirmed it’s doing rather well (even if their repeated advert is making you feel a little unwell): it has shipped more than 100 million devices with showpiece assistant ‘Alexa’ on board.

WHO SAYS SO: Digital marketing visionary Mitch Joel, the former president of WPP-owned Mirum, told Digital Web World that Smart Audio is one of his top two digital marketing trends of 2019.

Mr Joel has said, citing his blog: “Audio is the best user interface. It’s the way humans communicate. We will, in the not-too-distant future, communicate with and through technology with voice, and voice only.”

Mr Joel, named by Strategy Magazine as a “Rockstar of Digital Marketing” (doubters of ‘Smart Audio’ take note), has also been named one of the top 100 online marketers in the world.

Neil Watson, Marketing Manager for UK & Ireland at luxe headphones-maker Sennheiser agrees with Mr Joel, he said: “In an effort to counter the corporate and digital delivery of products and services, brands will look to humanise their message, and what better way to humanise than talking to customers? So ‘voice’ is going to become vogue again.”

He also told Digital Web World: “Digital always promised the potential of personalisation, but it turns out that unless there is some human authenticity to the execution then it doesn’t matter how good the data is, customer’s don’t buy it as a personal experience. To get personal means to listen, and talk.”

2. Brand Safety

smart audio

WHAT IT IS: Your company’s ads being safe from popping up next to nasty content.

WHERE IT’S AT: The tragic death of Molly Russell in 2017 still has painful reverberations today. A 2019 investigation by the BBC, conducted in the wake of the teenager killing herself after viewing self-harming images on Instagram, found that UK high street brands were plugging themselves next to the sort of awful images that Ms Russell’s father says made his then-14-year-old daughter take her own life.

While Instagram made some changes last month, advertising groups have been forced to state that their clients did not opt to be associated with content showing suicide, self-harm and depression.

Brand Safety got going as an issue in 2017 too. Back then, YouTube saw a slew of advertisers pull their content because their genuine commercial messages were showing next to extremist terror videos. Those pulling out included The Cabinet Office and The Guardian newspaper. Oh, and some 248 additional advertisers.

WHO SAYS SO: “Today, advertising in the news feed is targeted to the individual and there is no control over what else appears with it,” said advertising industry body ISBA (responding at the time to the BBC investigation.)

“We encourage Facebook and the wider industry to work together to avoid pushing this problem from one platform to another… [but]we recognise the importance of Instagram as a marketing tool to members operating in competitive markets.”

To Mitch Joel, founder of Six Pixels Group, Brand Safety is his other big digital marketing buzzword of 2019 (alongside Smart Audio.)

“A brand can choose where the ads are placed. Do not kid yourself into thinking that this is not possible,” he insisted.

“Brands spend tons of money on the mission and on the message, and then became very loose on where that message gets placed. Programmatic systems haven’t helped this problem, either.”

Writing in The Thing about Brand Safety, the veteran marketer concludes: “Of course, the full responsibility for brand safety has to be a partnership between the brand, media company/agency and publisher.”

3. Voice Search

voice search

WHAT IT IS: Speaking the query you once Asked Jeeves (remember him?) Plus details.

WHERE IT’S AT: As we’ve said before, Voice Search (unlike old skool Google Search on your desktop) is not just about stating aloud ‘keywords’ – it’s about meaning, content and intent. It’s about you or your customers speaking up to pose specific, full length questions.

To give you a sense of the sheer about-turn Voice Search has created, we need to give you some numbers. Some 75% of CMOs recently admitted to QueryClick that their brands will do nothing short of CHANGING their entire SEO strategy to ensure it appears in voice-led search results! While arresting, that finding is almost one year old (published March 2018.)

But there’s a reason we’re telling you at the moment, and it’s this: a big chunk of those SEO-revamping, voice search-conscious CMOs are actually prepping that SEO revamp to pop up in voice-led search results right now. Indeed, one-third said they’d do their overhaul in at least 12 months’ time. So this April, May and June 2019, don’t expect SEO consultants specialising in voice-search to be available. Or cheap. But do expect marketers to be changing their online game. Massively.

WHO SAYS SO: “We believe that voice is like Apple’s AppStore,” the Bristol-based research company ReThink Research has put it nicely. “It acts as a route to market for services, and those services will pay a percentage of revenue to be brought to market via voice.”

Mark Wild, digital strategist for Begbies Traynor, the UK’s largest professional services consultancy told Digital Web World: “2019 is already shaping up to be the year for voice search.

“With Echo device sales [at Amazon] in the millions, the barrier to target has got significantly lower. And with convenience and ease at the heart of voice search, marketers in 2019 can expect to see more opportunities to target their audience even better.

4. AI or Artificial Intelligence

WHAT IT IS: Better exploiting what machines learn or can do for us and our clients.

WHERE IT’S AT: AI (aka Artificial Intelligeneveryday, in the everyday of most of the connected world in fact, without lots of people necessarily realising it. Left to its own devices, AI or machine learning is always learning and customising the more its users (hapless or not) continue to use it. Just go online for a search or three of almost any product – ‘a dozen red roses’ for today’s Valentine’s Day, for example. A chatbot will pick up on this and lay on products that match your preference alongside the best deals as soon as you’re on many a landing page. Search a lot, and your penchant for romance will be visible to anyone who glances at your monitor!

As a specific technology to invest in however, Chatbots got the thumbs-down from marketers in a QueryClick report, albeit following significant investment in recent years. Other digital marketers foresee the use of chatbots and automated responses as heading for full maturity this year, especially within popular messenger apps.

As a whole, AI or machine learning is in such rude health that it was last month hailed as “the world’s greatest natural resource” by IBM.Vested interest? Perhaps. But speaking at CES in Las Vegas, Big Blue said AI would soon enable revolutions from smart cities and healthcare, to transportation and robotics.

WHO SAYS SO: “As technology continues to evolve at an astronomical pace, so do the opportunities,” said Begbies Traynor’s digital strategist Mark Wild.

“Artificial Intelligence offers an increased capability to store intelligent details about your audience. AI enhances personalisation and automation giving you the ability to bridge an emotional connection between brand and consumer.”

23 12, 2018

Top six PPC trends we expect in 2019

By |2019-01-30T21:20:46+00:00December 23rd, 2018|AdWords, Blog, Keyword Research, PPC|0 Comments

2018 was an exciting year in PPC advertising writes Digital Web World’s PPC Manager, Arun. We saw Amazon rise as the first place audiences search for products, AdWords rebrand to Google Ads and Bing launch a huge range of new advert features.

So, will 2019 have as many developments? In this blog we’ll explore some of the new features & trends that might come to PPC in 2019. If you are a PPC agency or want help with PPC marketing, read on.

Audiences rising in prevalence for PPC

Next year we expect to see that keywords will become less important to PPC as the primary focus to trigger delivery of adverts. We expect to see audiences becoming more and more important, quite simply if you’re not using them, you need to start now.

This development will go hand in hand with a move towards greater personalisation in the delivery of Adverts which will entail using other Data Collecting products on PPC channels. These Audience Networks will aid delivery Adverts to individuals that have previously shown an interest in your website or products that are similar to yours.

Automation not keywords

Audience

In 2018, we saw a move from many search engines towards Automation, this was key in Google’s Responsive Search Ads (RSAs) and in changes to Exact Match Keywords, symbolising a move away from the traditional manual management of PPC Campaigns.

We expect to see Bid Management & Keyword Variables become managed by the platform you are using for delivering campaigns. We’ll have to be keeping a closer eye on that Negative Keyword List!

Alternative Advertising Platforms for PPC – maximise visibility of your adverts

If you are a PPC agency, you know that traditionally Google is king for PPC. It still is, but we might see alternatives rise in popularity. A good example of this would be Amazon’s “Sponsored Product Ads” in 2018 it emerged as not only a viable platform but an essential one, especially for our B2C clients.

However, other platforms are realising updates that potentially might be just as game-changing.

  • Bing: Currently in beta, Bing Ads is testing local inventory adverts that display product stock availability nearby. (Currently in the US, but we expect to see this soon in the UK)
  • Facebook: Improved adverts to include a new instant storefront template format that can automatically generate a video with products personalised to users.
  • The return of Pinterest: New features allow users to buy directly from a product pin with price and inventory availability. Not only that, but they will also be able to make personalised product recommendations to users.
  • Google: Putting mobile first, Google’s local catalogue adverts feature local in-store availability and pricing in an easy scrollable mobile layout.

Credit for these insights (Lisa Raehsler, 2018)

Artificial Intelligence (AI)

So, this one is also referenced in my second entry, but it’s very important to mention. 2019 will be the year where we see roles change in PPC. AI is allowing any PPC marketer in a PPC agency to become more and more efficient. It means we can spend more time where we really need to drill down into the Performance Data we see from our campaigns. Allowing us to Leverage Automation for us to use new markets and Cross-Channel Strategies.

I personally think we are a quite a long way off from a completely automated AI advertising process, but it’s a key step in this direction. Maybe this will come in the future.

Cross-Channel advertising is the way forward for PPC

We expect to see more Cross Channel Advertising. Platforms are more aware than ever that we don’t just use Google or Facebook, we use them all, so delivering on multiple channels will be essential to successful advertising in the future.

We might see this through a tighter blend of social, search and e-commerce, which will deliver a more complete and engaging process. So using and delivering a coherent campaign will become essential.

New Adverts & Extensions

In 2018 we saw game-changing innovations in PPC. As a PPC agency, the announcement of RSA’s and other Ad types allowed us to target audiences in a completely different way. Using Googles’ AI, gave us an opportunity to identify which adverts were the most engaging with our target markets. In 2019, we expect to see these evolve, we anticipate it will include many other products within the Google marketplace. A current trial to keep a close eye on will be the rollout of “Local Services Ads” which has been gathering a lot of traction in the US.

PPC

For a PPC Manager in a PPC agency, these developments are gold dust, but it will ultimately mean that we have to create better and better copy for our campaigns. The insights that a client can provide are more important than ever as they are the experts and they have unique requirements about how we have to approach and satisfy their needs.

If you want to find out more about PPC and the trends we expect to see, subscribe to Digital Web World’s, newsletter below and we’ll send you an update from time to time. Otherwise, if you want to maximise your PPC in light of any of these trends, don’t hesitate to get in touch with your PPC agency.

This article was written by Arun who manages PPC for Digital Web World.

13 04, 2017

Semantic Search Why Is It So Important?

By |2019-01-30T21:20:48+00:00April 13th, 2017|SEO|0 Comments

Companies are now spending millions of £’s in ‘long tail work’ looking at Semantic Search. We spend hours trying to use our knowledge trying to optimise the best of search working our way around what we think the Bing and Google algorithms  are doing. We are trying to maximise the use of our micro meta data our keyword density and our organic data strategies to scrape every little bit of search rank real estate to influence our position. The algorithms that drive bing and google are becoming ‘self learning’ so as to become artificially intelligent. The implications of which will lead to ever increasing changes that will effect contextual and Semantic Search results.

The conversion holy grail that we all strive for is increasingly being influenced by the semantic search elements of the self learning algorithms of bing and google. Thats why we must focus on a good user ‘read’ or experience that will drive conversion rather being wholly obsessed with trying top stuff and manipulate the keywords into an article at the expense of adding anything useful to a reader.

So What is Semantic Search?

Semantic is Mid 17th century in origin from the French sémantique and from the Greek sēmantikos meaning significant. In simple terms Semantic search basically takes any elements associated and related to an article, website, image and now even voice. The correlation from all the other billions of data elements that both Bing and Google have gathered over time are interrelated in virtual contextual ‘links’. This huge repository of information acts like a database that is matched by the algorithms according to the ‘semantic’ or significant elements of that particular searches intent. This ‘leaned’ ability over time delivers more personalised and highly relevant results. The semantic search results are nicely summarised in Googles knowledge graph.

Why is Semantic Search so Important for the User?

The user of any search will not know or quite frankly care about the fact that semantic search plays such a large part in their experience online. The contextual results that are displayed are a result of Google, Bing and all the major search engines trying to deliver the best user experience possible. The mass of semantic search data will result in a deeper understanding of the users intent for the search engine, more relevant data available for the user and less spam. So the semantic searches are the real key behind driving a better user experience for searches online.

Explosion in Data

The explosion in data growth which predicts data demand growing to more than 4300 % annually by 2020 will all help in usability. A new term Zettabyte having to be invented to cope with the data increase. (A Zettabyte unit of information equal to one sextillion or 1021 bytes.) Is not hard to see where search is going. As we sit hear in 2017 with voice now becoming the method of search preferred semantic search will get even more sophisticated and sort the wheat the from the chaff in user experience delivery.

Very particular mathematical models have been created to help in semantic search to improve the user experience such as Latent Semantic Indexing (LSI) which is the method to determine relationships between terms and contextual content. This is the most common way of determining the phrases and words on a page or image which are most important. Another important parameter is how the sentences or phrases are constructed and the subject matter that is part of that structure. So similarities in word structure is also very important here as it will stop spamming. This particular model is called natural language processing or Latent Dirichlet Allocation or LDA. 

Another commonly used element within the semantic search algorithms is Frequency-Inverse Document Frequency or TF-IDF which was first devised in 1972 and is used for the term relevance factors in a piece of text. This is very important and why the use of tittle tags, h1 tags including your key words are important in helping your article phrase or keyword being associated with the semantic context of the piece.

Why Entity Based Search Helps in Semantic Search

Entity based search also correlates to semantic search by associating an entity, which are people, places or things and places an identifier to the various elements within that phrase. How this phrase is broken and deconstructed is important in deriving the context of the conversation. Lets take a search for Nicole Kidman for example. Here are the results.

Within these results you can see the news, bio, pictures, movies and social and various stories and articles where Nicole Kidman has been tagged and discussed at length.

Semantic Search Box

Browser with Nicole Kidman selected to show the difference elements of Semantic Search and how it works.

The search context are shown below. They show the pictures, bios. text, directories, news results which show how the information is related to the ‘entity’ definitions.  does and the importance of its role in semantic search.

Semantic Search Results Example.

Search results example for Nicole Kidman, the 41 m searches show how the entity elements go to make up all the various branches from the different nodes.

You can see why Semantic Search has had more importance placed on it over recent months. The power to include more keywords that relate to the focus keyword and content on the page is huge and is something every marketing manager should be looking at.

Let me know what you think about Semantic Search and whether you will be going back through your content to improve your SEO?

8 02, 2017

Possum Update

By |2019-01-30T21:20:48+00:00February 8th, 2017|Algorithm Changes/Updates, Google, SEO|0 Comments

Why! This could be big.

Possum! has arrived locally to you. Well done Google! Here is the inside track on the local effects of the Possum search update now that we have had a little time since its arrival…….

…….with Google’s core search engine also being updated.

The effects of the Possum Update have seen a 59% increase in local SERP results in the Google algorithm changes affecting Google local pack traffic. The changes represent a huge impact on local search results but also a slight change in the search engine at a national results level. So what?

Democratisation of the web that’s what, and that is a big deal especially if you are a smaller business. The impact really is great news for smaller businesses (which is nice to see) at the local level – where it was increasingly hard to see local traffic get visibility due to the dominance of the big ‘national brands’. This has surely got to be good news for regional businesses. We are holding our breath for further increases in local results with ever increasing relevance.

Carrying on the theme of significant search updates beginning with a ‘P’ is Penguin and Panda, the latest iteration has been named ‘Possum’ by the search community. One of our fun tools is the MozCast which is a superb indicator that things are a churn in the Google algorithms.

The impacts are pretty much rolling out and have gradually been effecting search results over the past month. The Domain Diversity is fantastic as it shows the growing number of domains present in search and that has got to be a good thing for the web. The domain diversity is now showing a higher preference of local results according to the great results shown in the Mozcast Domain diversity figures.

The Local/Map results contain the largest impact in movement and change in Search Results. The reduction in desk top organic SERP results to between 7 and 9 results on page 1 and the removing of the adverts on the right hand side of the SERP’s page in early 2016 versus the increase in advertising has helped increase Google ad revenues. However the increase in the local pack results will be a welcome benefit for local businesses.

We looked at a random subject area – ‘garages in Brighton’ and the following came up in the results pages.

Standard results page with mapping at the top. We swapped the use of ‘local’ and also added ‘Brighton’ to the end of the search. The results either placed the ads before the Map in 80% of cases or at the very top of the page. The extended ‘More places’ we think has got bigger, but what we really notice is the resultant map that appears following this has a lot more businesses. We then repeated this for other service functions for B2C companies and then swapped out for B2B.

The advertising that sits at the bottom has pushed the results on the organic SERPS which used to be firmly 10 down to an average of 7. These 3 ‘missing’ places have been replaced by the adverts you see at the bottom of the page. OK this started to happen back in April this year when the right hand advertising block disappeared from Google only to be added to the top and bottom of the page.

So Google local search has got better for the user and for businesses locally.  What we are constantly amazed by is the local businesses that were still not using Google + , Google My Business. With the ever increasing search by Google for relevance it seems mad that this does not happen more.

We wanted to find a little more about the Microsoft side of the story by talking to Bing ourselves to get their take on all the changes in SERPS in the Bing search engines.

Read next time our interview with Bing for information on how the local search results are changing from a Microsoft perspective.

For more on another big Google update, check out Stuart’s post on the Penguin 4.0 update. Or see how we can help your Search Engine Optimisation, taking into account the most recent algorithm changes.

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Louise Brown
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12:13 31 Jul 19
A great company to help maximise your SEO they take the time to understand your business and what you want to achieve. Highly recommended
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Excellent service from this company they take the time to understand your business and make it easy to understand how they can maximise your on line profile and manage the costs
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15:21 14 Jun 19
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10:20 06 Jun 19
Digital Web World helped me to set-up and market a new online magazine with two weeks. Stephen Clark was patient and knowledgeable helping me achieve this quickly. A full recommend.
Howard Clark
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10:24 08 Feb 19
Digital Web World is a dynamic, professional, commercial, digital marketing business where the client always comes first. Stephen Clark, founder and MD, is exacting, conscientious, and personable. He makes sure that all his B2B customers receive the highest possible standard of service from every member of his team.Superb copywriting service and great customer care. The copy they write is clear, concise, accurate and optimised for the internet with very good SEO. Good keywords make sure that the articles come up in organic searches which complements pay per click advertising. Customers and B2B clients benefit from information provided by the Digital Web World blog and often want their own bespoke news page. Digital Web World understand that time is scarce for directors in business. They work with a minimum of supervision and meet our deadlines every day.
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19:54 23 Jan 19
Excellent SEO agency, professional, friendly, committed and extremely customer focussed. They have sorted out many issues on our website including technical SEO on and Off Page SEO. Keyword optimisation work and SEO continues. We could ring the specialist working our case directly, everything was delivered within the timescales. The people to consult when it comes to Digital Marketing and beyond.Sylvia Hahn de Azcueta, Cape Horn Engineering Ltd.
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10:02 25 Jan 17
Excellent agency and great customer service. They deserve every marketers attention! Their fantastic training courses are run by experts in the field and have helped me in my career. I can't rate them highly enough, check them out!
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14:35 01 Mar 16
Excellent, precise, customised and detailed service!Digital Web World has helped to amend our website, which since increase traffic manifold! Tips for social media strategy and how to make use of keywords also helped us to increase our online presence and brand awareness!
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