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m I the only one worried that our search engine choices are more or less narrowed down to one channel, Google? When Google took away its adverts on the side of the search results page, they made the ‘real estate’ at the top of the search page more valuable, more expensive, more exclusive… and with it comes the realisation that our choices may start to look pretty limited – pay up or push off.
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are the implications of that when it comes to monopoly pricing and the ability of small players to compete with big budgets?
Facebook recently launched Facebook Live, the ability to stream live video to friends, fans, communities, customers… an audience anywhere, go public or by invitation only. It treads on the toes of Twitter’s Periscope, Meerkat and others. Added to that, Facebook’s audience slaughters the competition.
The Internet was supposed to mean freedom; the levelling of playing fields between the Davids and the Goliaths. But are our personal choices, like the decision to all flock to one search engine provider, actually ultimately going to cost us our freedom entirely?
Again, is the rise and rise of Facebook limiting our choices – will all other channels become secondary to a handful of giants? And what
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What about freedom of choice, and speech and personal privacy – if control is in the hands of a few corporations? What does it mean if the majority of ‘information’ - data, demographics, behaviour metrics – is channelled through a handful of conduits?
Colin
10. BLOGGING Not For Clicks 12. SOCIAL MEDIA The Facebook of Everything 14. GOOGLE ADWORDS Now You See It Now You Don’t 18. SEARCH Have you forgotten about directory listings for local search? 20. BRIEFS News snippets from around the world advertising
ABOUT / Short and sharp, Marketing Online is a free eMagazine delivering thought provoking and enlightening articles, and industry news and information to forward-thinking marketing people. EDITOR / Colin Kennedy ART DIRECTOR / Jodi Olsson
CONTENTS
4. CONTENT MARKETING Is it a bird, is it a plane, is it advertising?
CONTENT ENQUIRIES / Phone Colin on 027 2456060 or email colin@espiremedia.com ADVERTISING ENQUIRIES / Phone Jennifer on 03 443 6316 or email jenniferl@espiremedia.com WEBSITE / www.marketingonline.co.nz
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CONTENTMARKETING
IS IT A BIRD, IS IT A PLANE, IS IT ADVERTISING? Content Marketing and the Law BY Tracey Walker
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n 2015, Marketing Online reported that content marketing is the most important digital marketing trend three years in a row
(make that four years after the latest Smart Insights Digital Marketing Trend survey result ).
Given the benefits of meaningful engagement with consumers on a creative and emotional level, how much do content marketers need to think about legal risk? What rules apply to marketing which emulates the news, feature articles, product reviews and content which surround it online? The answer is complicated by two factors; first, the very blurring between advertising and editorial content which makes this form of marketing so effective. Secondly, by the many different forms that content marketing takes – from vlogging and native advertising at one end of the spectrum to brand supported editorial publishing at the other. So, when is content just content and when is it dressed-up advertising? More importantly, why does it matter?
IS MY CONTENT ADVERTISING, OR EDITORIAL? Advertising in New Zealand is subject to a general compliance regime, both statutory and through self-regulated Codes of Practice overseen by the Advertising Standards Authority (ASA). There are also more specific industry frameworks, for example in the financial services or pharma sectors. The ASA’s authority is limited to advertisements. It does not rule on editorial content. But advertising is defined in this forum in its broadest sense to embrace any material that promotes the interest of any person, product or service. It also specifically includes digital media such as websites and social media platforms. The ASA has published a guide on what is advertising as opposed to editorial content.
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The guide is not part of the Codes but intended to help interpret them. The guide asks four key questions: 1. Is the content part of an editorial or advertising framework? 2. Is the content independent of advertiser control? 3. Is there any financial consideration affecting the editorial content or which has caused the appearance of the editorial? 4. Is the presentation labelled or clearly designated as an advertorial, advertising feature, promotion or supplement, or in some way described as being for the commercial promotion of an advertiser’s services or products?
THE ADVERTISING CODE OF ETHICS STATES THAT: “Advertisements should be clearly distinguishable as such, whatever their form and whatever medium used; when an advertisement appears in a medium which contains news or editorial matter, it must be presented so that it is readily recognised as an advertisement.” By its very nature, content marketing risks breaching this fundamental rule of transparency. If the particular content is not controlled by the brand, but there is a commercial connection, a sufficiently prominent tag such as ‘sponsored’ or ‘promoted’ should be enough to meet the transparency requirement. If the brand also has control over the content itself, transparency may (depending on context) require more prominent indicators such as logos, tags like ‘advertisement’ or ‘advertorial’, along with visual cues such as use of a layout different to that of genuine editorial content.
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IS MY CONTENT MARKETING LIKELY TO MISLEAD OR DECEIVE? CASE STUDY: HOW MUCH IDENTIFICATION IS NEEDED? The UK advertising regulator ,
upheld a complaint that a paid-for article on the website Buzzfeed failed to meet the identification requirement under the UK’s equivalent Code. The article was headed 14 Laundry Fails We’ve all Experienced and was styled as a BuzzFeed article. Below the heading, text stated ‘Dylon Brand Publisher’ next to the logo for Dylon’s product. The regulator ruled that website visitors who clicked through to the advertisement from that listing would understand they were clicking to advertorial content. But, consumers might arrive at the advertorial via a range of other means. What mattered was then whether it was immediately clear on the web page itself that it featured advertorial content. In this case the Code was breached because the connection with Dylon was only implied rather than obviously identifiable. Take-out message: The commercial nature of the content should be made clear not only on the ‘bait’ page but also on the clicked through site. The commercial content label should be at the top of the web page so as to be seen before the consumer engages with the content. While a breach of the Codes of Practice in New Zealand does not lead to a financial penalty, an adverse ruling may easily affect the brand and its reputation.
Content marketers run the risk of breaching the Fair Trading Act 1986 (FTA). The FTA prohibits misleading and deceptive conduct ‘in trade’. The FTA also prohibits the making of false or misleading representations as to price, the need for any goods or services or the quality or standard of goods or services, among other things. If the overall impression of a promotional message conveys that the content is independent, impartial, or from a source other than the sponsoring advertiser, then consumers are likely to be misled. The United States Federal Trade Commission , the body which governs advertising in the United States, justifies its strict approach to native advertising by rationalising that “…knowing that something is an ad likely will affect whether consumers choose to interact with it and the weight or credibility consumers give the information it conveys.”
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EXEMPTION FOR EDITORIAL CONTENT There is an exemption in the FTA for the publication of any information or matter in a newspaper by the publisher of that newspaper and the broadcasting of any information or matter by a broadcasting body. Known as the ‘editorial exemption’, this means that if the requirements of the section are met, the publisher or broadcaster will not be liable for civil or criminal liability. The section is narrower than it looks at first blush, however. First, newspapers and broadcasters are narrowly defined. Secondly, the exemption only protects the media and not third party contributors of the content. Thirdly, the exemption does not apply to advertisements or any situation where there is a contract, arrangement or understanding relating to the content of the information. In short, the exemption will not apply in respect of advertorial content or any content controlled by the brand owner.
WHAT CAN YOU DO AS A MARKETER TO AVOID FOULING UP YOUR CONTENT MARKETING? As with ASA rulings, a breach of the FTA can result in significant reputational damage to a brand but it also risks an injunction, money damages or a fine. It’s the kind of risk that
should lead marketers to ask at least the following important questions: •
How prominent must the disclosure of the content’s paid or commercial nature be in all the circumstances to avoid misleading the public?
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Has this content been through a marketing compliance check?
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Can I substantiate any marketing claims I am making in the content?
Be particularly careful with: •
Situations when the advertisement’s written, spoken or visual style is indistinguishable from the other content on the publisher’s site.
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Advertising integrated into entertainment programming and video games
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Content which does not adequately differentiate between fact and comment.
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Deceptive door-openers – where native advertisements are not identifiable as advertising before consumers arrive at the main advertising page
Above all, value accuracy of the facts in your content marketing to build rather than destroy trust and if marketing claims are made, make sure that you can substantiate them. If you would like to receive marketing compliance advice or find out how your content might stand up to scrutiny, get in touch with one of our experts. *This article is intended to provide general information only
Tracey Walker was for many years a litigation partner of national law firm Simpson Grierson, specialising in media law and intellectual property enforcement. Now consultant to the firm, Tracey still regularly appears in Court and advises media, publishers and brands. Tracey has a particular interest in corporate reputation management and is author of Reputation Matters – A Practical Legal Guide to Managing Reputation Risk published by CCH in 2012.
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GOT A PRODUCT, SERVICE OR BUSINESS WORTH TALKING ABOUT? Want to grow brand awareness in a more effective and useful way? TALK TO ESPIRE MEDIA ABOUT OUR CONTENT MARKETING SERVICES We offer a range of ways to attract and retain customers, by creating and curating relevant and valuable content to engage and add value to your audience. BENEFITS: • Expand your digital footprint • Grow brand awareness • Increase traffic to your website • Thought leadership • Media exposure • Attract new customers • And... grow SALES!
Get in touch with Jennifer now to discuss our options. +64 3 443 6316 (NZT) | jenniferl@espiremedia.com | www.espiremedia.com
Check out our blog for content marketing advice, tips and ideas, plus a free copy of our content marketing guide The Content Creation Cookbook!
BLOGGING
NOT FOR CLICKS Content must connect BY Colin Kennedy
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epending on who you listen to, there are anything from 152 to 200 million blogs in the world at any one time. That’s a lot of blogs, but the difference between blogging success and oblivion may be as simple (or complicated) as making an emotional connection with your audience. – offering global onsite and online training, education and tools for bloggers and vloggers – Dan Morris and Rachel Martin, told Marketing Online recently that the quickest way to ensure oblivion is to create content just for clicks.
Founders of Audience Industries
CONNECT AT AN EMOTIONAL LEVEL, ADD VALUE “If you look at Rachel’s blog finding joy, it’s a tremendously successful blog because Rachel has the ability to put into words what you’re feeling inside,” says Dan. “You see in that blog a representation of your being and heart – and that’s the difference between blogs that make and those that don’t. “Many people can write, but unless that they write reaches someone inside, very little chance person will have innate desire to come back.” Rachel’s a bit more pragmatic in her reply, but resonance still emerges as the secret sauce: “When I write content it has to resonate with the audience and that for me is about adding some sort of value to a person’s life. I want to share this because it is adding value – it is all about how do we add value to a reader’s life, and create an emotional connection,” says Rachel.
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CUTTING THROUGH THE CLUTTER, BUILDING AUDIENCE “The moment you decide there is too much noise, you lose,” says Dan. “The funny thing about the blogging sphere today is that for a long time people spoke about content being king, as if it was the idea behind why you’re online, but content for the most part is everywhere. “If you want to learn something, you don’t need to buy a book, you can go to YouTube. You buy a book because you want a book - you make that choice. Never at any time is there going to be too much noise because you are looking to reach a niche audience that chooses to connect with you.” As Dan points out, your audience doesn’t have to be huge - but it could be. “At any one time there are millions of people in the world who want what you have to offer. People love their content, they love to be entertained so they will subscribe to your blog because they want it.” In essence, blogging is really just a tool to reach an audience. Not that long ago, up until the 1950s, people could really only become friends, hang out and do stuff with people that were in close proximity to them – even connecting with people a couple hundred kilometres away was not really practical. It seems like another planet now. But advancements like the telephone and now the Internet has allowed us to form affinity groups not restricted by geography.
>SEMINAR Both Rachel and Dan will be will in New Zealand from April 28th until May 10th to conduct a series of seminars around the country on how to run a successful website that delivers sales and builds marketing profile. The event is hosted by Creative Agency Secrets and you can find more details here
“It’s no longer a case of where you are, but what you are interested in. People who like sports can hang out and talk sports, people who like knitting can form friendship and bonds with other people around the globe. At no time in history has the world been divided up by affinity groups as it is now.” Both Dan and Rachel describe blogs are a tool to reach and have a home with people with common interests; to talk and share, or add to your business if that’s what you’re doing. Monetisation is part of it, but the real focus is finding people whose interests overlap with yours and creating a place where you can hang out together. “The art and science of blog is in how to reach an audience with the same affinity. A lot of big companies don’t tie blogging to revenue because they see it as a means to community engagement. The money comes naturally.” ▼
Marketing Online Editor Colin Kennedy is a journalist, content marketing strategist and a professional speaker. With more than 20 years experience in journalism, public relations and marketing. His guide to creating compelling content for a New Zealand audience can be found here .
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SOCIALMEDIA
THE FACEBOOK OF EVERYTHING FB launches live, interactive video streaming
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ou can now stream live video to Facebook and, while there are dozens of apps and platforms that let you do the same thing, this move by Facebook is hugely relevant to your business because everybody is on Facebook - it’s where the audience are. Zuckerberg was direct when he told Buzzfeed that Facebook has the audience and that’s what differentiates it from the rest, like Twitter’s Periscope. “If you’re a public figure, the audience is unprecedented,” Zuckerberg said. “If you’re a person that just wants to share with your friends, it helps to have your friends there.”
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By ‘Going Live’ Facebook is offering a number of new features like being able to broadcast live events to Facebook Groups and Facebook Events, specifically set up for, well, your live, invitation only event — great for product launches, birthdays, weddings and self-help sessions, among others. “Facebook Live is interactive and fun: Live reactions, replaying comments made while live and Live filters will make it even more so. Live Reactions makes it easy for your viewers to express their feelings in real time during a live broadcast. Using the same reactions we launched in News Feed, viewers can select Love, Haha, Wow, Sad or Angry, and the reactions animate right on top of the video,” said Facebook’s Fidji Simo, Product Management Director. “Live Reactions appear in real time and disappear quickly so broadcasters and other viewers can get a sense of how people are feeling at different points during the live video – it’s like hearing the crowd applaud and cheer.” Facebook said it’s taking live video to a whole new level of interactive because the audience gets to participate, comment, make suggestions and ask questions. “We want people watching the broadcast after the fact to feel “in” on the action. To achieve this, we will replay comments as they happened during the live broadcast when people watch it later,” he said.
“Facebook Live is interactive and fun: Live reactions, replaying comments made while live and Live filters will make it even more so.” Users will be able use five live filters to personalise the experience further, and soon enough they’ll be able to draw or doodle on your video ‘while live’. They can also send invitations to friends to join them in viewing the live event, while Live Maps provides a dedicated place people can use to find broadcasts about topics they are interested in and which are live right now.
FOR MARKETERS, FACEBOOK IS ADDING METRICS Facebook’s Anaid Gomez-Ortigoza, Product Manager, said that the company knows that understanding live viewership is important to publishers and creators. “So today we’re also rolling out two new video metrics: total live viewers during a broadcast, and a new chart showing the number of concurrent live viewers over time during a broadcast. “We’ve heard that publishers want to understand how long it takes people to tune in to a live broadcast, how many viewers a broadcast has at its peak, how many viewers are staying, and when they’re dropping off,” she said.▼
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PPC
NOW YOU SEE IT NOW YOU DON’T GOOGLE AD SPACES GO MISSING BY Chris Price
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ecently Google reduced the number of ad slots it was allowing in its desktop search environment. Gone are all the slots on the right hand side. What remains are those at the top – with an extra slot for some queries – and some at the bottom. That means fewer ad slots are now available for the same number of advertisers. And that means click costs are sure to head upwards. Here’s my take on how the typical Kiwi business owner can navigate through this change.
Compare those people to those who smile with glee when each click occurs. These people are the ‘price setters’. They know exactly how many clicks they need to create a lead and how many of these go onto become customers.
BECOME A PRICE SETTER NOT A PRICE TAKER You are currently one or the other. Most people are ‘price takers’ who take the price they are given with a gulp. They have no idea how many phone calls they get from those clicks. Nor do they track actual closed customer sales based on the click that started the sales process. In their situation, $4 per click ‘sounds’ super expensive and they grudgingly see their credit card charges from Google in their statements each month. Compare those people to those who smile with glee when each click occurs. These people are the ‘price setters’. They know exactly how many clicks they need to create a lead and how many of these go onto become customers. For every dollar they invest with Google advertising, they see ten, twenty or a hundred dollars in profit. They actively seek ways to divert funds from poor performing marketing channels into their Google advertising. Forget about $4 per click; they could pay $8 per click and still be making lots of money. They will bid up their clicks to put financial pressure on the rest, who struggle to make their advertising work at $4. In most cases they live at the top of the search results, and the recent change has only positive effects for them. They rub their hands with glee as they see their competition being all but obliterated from view, leaving searchers to focus their attention on what is left – the price setters and their super sized ads.
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PPC
Price setters always have aboveindustry-standard website conversion rates. Their website is a ‘conversion engine’ that magically turns clicks into calls and form submissions.
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FOCUS ON THE ‘PROFIT’ (I.E., CONVERSIONS) OF YOUR CLICKS As a business owner, think of clicks vs conversions as the equivalent of revenue vs profit. Your clicks are revenue. They drive the volume of traffic through your website. And seeing yourself at the top of the search results is nice, just as looking at a fat figure at the top of your P&L report is nice. But we all know that’s not the real goal. Phone calls, submitted quote requests and contact forms are a lot closer to the bottom line of profit. These are the website actions that fuel the growth of a company.
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Price setters always have above-industrystandard website conversion rates. Their website is a ‘conversion engine’ that magically turns clicks into calls and form submissions. A good result for the week is not ranking well for their chosen keywords; it’s learning that the recent change to their website landing pages have increased Quote Request completion by 30%. Same traffic, same cost – and 30% extra results.
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KNOW THAT ONE IS THE MOST DANGEROUS NUMBER FOR BUSINESS OWNERS Dan Kennedy talks about this a lot. Here are some examples of where the danger lurks: •
One person in your company can only do one particular kind of work.
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One customer accounts for the majority of your sales.
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One supplier manages all of your IT and telecommunications needs.
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One marketing channel – think Google AdWords! – delivers more than half your leads.
For some people the recent Google AdWords change is merely a problem – but for others it could be dire. Let’s imagine your business is built on the sole marketing tactic of paying for clicks at the lowest possible amount on the right hand side of the desktop search area. Now these ad places are gone. Your business growth is stalled, at best. Maybe even ended. So don’t rely on Google paid advertising to deliver all your leads. There are many effective online marketing strategies that don’t have. Google as their focus. Spread your love and minimise your risks! ▼
So don’t rely on Google paid advertising to deliver all your leads. There are many effective online marketing strategies that don’t have. Google as their focus. Spread your love and minimise your risks!
Chris Price owns Ark Advance, a web optimisation business that specialises in online marketing www.arkadvance.com
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SEARCH
HAVE YOU FORGOTTEN ABOUT DIRECTORY LISTINGS FOR LOCAL SEARCH? BY Rebecca Caroe
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et again, Google has changed its search page layout – the right sidebar went recently… Now does that matter for your business or not? The old sidebar had adverts in it and now adverts only appear at the very top of the search listings. This is a ‘reduced real estate’ situation in the lingo. Where eight adverts used to appear, there are now only four. That means that competition for advertising space is doubled – prices may rise. What that means for most business owners is that if advertising gets pricier, you can choose whether to adjust your budgets. I recommend spending on natural site search as an alternative. Every recent Google algorithm update has hit the ‘game-the-
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system’ players hard and rewarded websites with strong on-site content. Put your money into your own website rather than into Google’s pockets.
LOCAL SEARCH MATTERS So first, let’s check your business and how it shows up in the Google local pack. This is the map and associated listings with pins showing locations. Google are showing a map of local businesses into your search results. This allows the physical location of a business to influence whether prospects choose you or not. So it’s important to get listed accurately. Go first to Google My Business and start registering and verifying.
IS YOUR INFORMATION ACCURATE? Step one is to clean up your NAP citations. NAP is the acronym for Name, Address and Phone data. This clearly tells a visitor that a business is local. You should claim your business and get listed accurately. Be consistent, don’t shorten words like Street or use different variations of ST. St, and Street (did you see the comma and full stop there?).
NOW, WHAT ABOUT OTHER CITATIONS? Do a broad search for your business name, owners names and all possible variants as well as geographic searches. List every website where you can be found. There may be many as most directories are aggregators of others’ content and so mistakes get flicked on and on to more websites. In the good old days every business was on Yellow Pages and I still think that’s a great place to start your directory listings. But Yelp is increasingly important... go and search for your business on Yelp and ‘claim’ it. Then you can log in and edit the details. When you claim your listing, be very careful to select the correct category for your business. And please, be consistent – write down a standard short and medium length text description which you can use everywhere. Also write one about your products or services. And another about the business owner(s).
Now here’s a list of the local directory sites where it is worthwhile ‘claiming’ your business listing and this is the process I recommend you run through for each one. 1. See if you are already listed 2. Is the information NAP accurate? 3. Edit or insert for the first time as necessary 4. Keep a record of your logins so they aren’t lost to the business when you leave. 5. Set a future diary date every six months to review and update the listing.
SELECTED NEW ZEALAND ONLINE DIRECTORIES • • • • • • • • • • • • • • • • • •
Localist.co.nz yellow.co.nz hotfrog.co.nz/ Finda.co.nz NZPages.co.nz ZipLeaf.co.nz Gopher.co.nz NZS.com Yelp.co.nz BusinessMe (paid) NZDirectory.co.nz cylex.co.nz/ nz.kompass.com/ Bing.com nz.yahoo.com/ nz.search.yahoo.com/ www.zapmeta.co.nz/ foursquare.com
Please share your tips for other directories as we can all learn more! ▼
WWW.CREATIVEAGENCYSECRETS.COM Rebecca Caroe is CEO of marketing execution specialists, Creative Agency Secrets.
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BRIEFS
WHAT TO WATCH FOR IN 2016
News snippets from around the world advertising
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DIGITAL ASSISTANTS THE NEW KIND OF SEARCH Digital assistants will lead to a new kind of optimisation, writes SEO and online marketing expert Jayson DeMers in Forbes . “Search engine optimisation (SEO) and pay-perclick (PPC) advertising are two highly popular strategies for getting your site seen by thousands of previously unknown visitors. “But the rise of digital assistants is going to lead to a new kind of optimisation. Digital assistants like Siri and Cortana do utilise traditional search engines, but only when necessary to find information. The key to optimising in this new format is to make sure your business information is easily accessible to these assistants, rather than trying to funnel people to your site specifically.”
MARKETING BASED ON LOCATION TO REACH NEW HEIGHTS It would be pretty dumb to ignore the massive potential that comes from location based marketing, writes by Andrew Gazdecki in smallbiztrendds. “Beacon technology is growing quickly and those marketers who know how to use it are already doing so. This is a medium with almost endless possibilities. One of its main features is that it helps brands to plug the gap between online and in person digital marketing. In addition to beacons, a rising technology in location based marketing is called geo-fencing . This new technology allows businesses to send customers extremely targeted messages based on their location to help drive even more personalisation in the world of digital marketing.
OUTBREAK OF APPS When Google changed its algorithm to reward mobile friendly websites, it began using information from indexed apps as a factor in search rankings, writes Matei Gavril (President and CEO of PrMediaOnline. com) on Entrepreneur.com. “Since then, app indexing -- which drops app content into Google mobile search results -- has taken off. Business owners are slowly catching on, particularly because apps are more responsive to individual users and can be more convenient. While mobile websites aren’t going anywhere just yet, 2016 will be a turning point in the adoption of apps by business owners.” ▼
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