Introducing Google Marketing Platform 360

“Through the DIGICOM platform, we were able to generate north of HK$600,000 in revenue and 1600+ sales at a ROAS of 10+ during one single quarter; through programmatic advertising and creative targeting Strategy” This is the compliment from our client on programmatic advertising, Hong Kong Rugby Union.

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In the U.S., adidas has started working more collaboratively across their digital teams to share insights and get a deeper understanding of their customers. Chris Murphy, Head of Digital Experience, describes their approach:

 

In our recent survey of global marketing organizations, we learned that the priority for marketers is to better understand their customers. By offering tools that make it easy to collaborate and share insights, Google Marketing Platform helps achieve this customer-first approach to marketing.

 

Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data.

 

Of course, changes in technology have meant changes for digital marketers. There’s been an explosion of channels, formats and data. Consumers are also more aware of how they’re being marketed to and how their data is being used—and they want more control.

 

The online world was very different when DoubleClick debuted in 1996. Things we take for granted today, like texting emoji, sharing funny YouTube videos, or taking smartphone selfies were all years away.

 

 

Media Buying 101: What Is Programmatic Buying?

“Through the DIGICOM platform, we were able to generate north of HK$600,000 in revenue and 1600+ sales at a ROAS of 10+ during one single quarter; through advertising and creative targeting Strategy” This is the compliment from our client on programmatic advertising, Hong Kong Rugby Union.

Email to us to get a case study!

Programmatic Advertising is good at generating both brand awareness and conversions. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 5 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

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Generally, it is a catch-all term that encompasses the leveraging of big data and technology including ad networks, ad exchanges, trading desks, demand-side platforms (DSPs), supply-side platforms (SSPs), exchange-based buying of ad inventory, real-time bidding (RTB), and ad networks to serve targeted and relevant experiences to consumers across channels. On the back end of things, algorithms filter ad impressions derived from consumer behavioral data, which allows advertisers to define budgets, goals, attribution, and optimize for reduced risk while increasing ROI with ease.

 

But programmatic has evolved to be much more complex than this. Once exclusive to search and display ads, programmatic now includes many more mediums, like video, and can be done across multiple channels (desktop and mobile).

 

It’s an important buzzword that many people know of and use. But let’s be honest, there’s a lot of confusion surrounding this term and few actually know what it means.

 

I’m sure you hear this word thrown around quite a bit. Programmatic Media Buying – it’s ‘the future of online advertising’ – a means to completely remove all manual processes in .

 

This is the first article in an exclusive series that explores the complex world of Programmatic Media Buying. If you’d like to suggest a topic, please email us.

 

 

Matt Cutts officially resigns from Google – Search Engine Land

Matt Cutts though left Google in 2016, is one of the major figures who shaped today’s Google algorithm. To secure impartiality in Google organic web ranking free from advertisers’ influence, the Google’s Team of Search Quality previously led by Matt works independently; and is in a good position to claim themselves as Google SEO experts, but not other Google teams in any geo-offices. Follow his blog to learn more will be of benefit to you.

Email to us for a free SEO audit on your website!

Search Marketing is only one of the media touchpoint in the consumer journey, more targeting to the advocacy stage in the buying cycle. To maximize the results of , a omnichannel media strategy is recommended. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard the audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

Matt Cutts was one of the first 100 employees at Google. He was one of the most well-known Googlers within the search marketing industry. He has spoken at many of our conferences and provided invaluable contributions to our industry and to Google. But it was time for him to move on and work on big government problems instead of working on problems at Google.

 

In mid-2016, he started working with the US Digital Service team, and he has enjoyed it so much, he decided to make it official. He is officially no longer on leave with Google. He is now the director of engineering of the USDS.

 

Matt Cutts first went on leave at Google in 2014 and decided to extend his leave shortly thereafter. Then in May 2015, he was replaced in his job by an unnamed Googler. After that, he confirmed he was still on leave with Google.

 

Matt Cutts, the former head of search quality at Google, has announced he officially resigned from Google as of December 31, 2016. He has decided to stay on with the US Digital Service and has been appointed the director of engineering for that governmental department.

 

Working for the government doesn’t pay as well as a big company in Silicon Valley. We don’t get any free lunches. Many days are incredibly frustrating. All I can tell you is that the work is deeply important and inspiring, and you have a chance to work on things that genuinely make peoples’ lives better. A friend who started working in this space several years ago told me “These last five years have been the hardest and worst and best and most rewarding I think I will ever have.”

 

 

Why Flash is not good for SEO?

The fact that a fully flash built website or a web page with a large portion of flash is harmful to SEO has been known for some years. Apart from flash, many issues on website design layout, IA, website architecture, web copy content, programming during will affect the organic searchability of your website upon launch. If you are planning a website revamp project, it is recommended that the website development process is led and driven by an SEO expertised project manager.

Email to us to get a free website development consultancy session!

A beautiful website alone will not earn you much website traffic or sales revenue. A holistic strategy and tactful implementation is your answer to increase sales revenue. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

This high-profile banning of Flash on Firefox has reopened the conversion on the future of Flash. And a lot of high profile people have gotten in on the act – even as far back as 2010. And yet, Flash is still here.

 

As it turns out, a number of cyber-criminals were using bugs in Flash to steal the data of users. Mozilla refused to support Flash until Adobe fixed the issues; which it did do. Before it was patched, a security breach of a surveillance software firm named Hacking Team highlighted the risks of Flash. These cyber-criminals adapted 3 unpatched exploits for their own hacking uses.

 

Recently, Mozilla announced that Flash had been blocked on their Firefox web browser. There was a very good reason behind why Mozilla, the developer behind Firefox, had chosen to block Adobe’s Flash software on all versions of their web browser.

 

But what exactly is it about Adobe’s Flash that makes it a poor web design choice, and why are people sounding the death knell for Flash in 2015 of all years?

 

Flash has played an important role in the rise of the internet, but it is now a bad choice for any modern web design, and can be detrimental to your search engine optimisation (SEO). On the websites of yesteryear, you would commonly come across animations and videos making use of Flash. Nowadays however, it’s considered a poor choice, and web designers will opt for alternative methods.

 

 

What Is Performance Marketing

The beauty of are results forecast before the campaign; and measurable and trackable results after the campaign as well as optimization over time to enhance the business results. DIGICOM adopts performance based approach of digital marketing. Objectives are translated into quantitative Key performance Indicators, say nos of views, web traffic, sales and revenue. All campaign implementations details are driven towards achieving the quantitative goals.

A holistic digital marketing strategy and tactful implementation is your answer to increase sales revenue. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in Digital Marketing course; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 5 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

The main benefit to performance marketing is that it’s 100% measurable. Thanks to new technology and advanced ad platforms, all your campaign metrics are tracked and reported for your convenience.

 

While major corporations can spend millions of dollars on branding, most businesses need to focus on the bottom line to stay profitable. Performance marketing puts power back in the hands of the advertiser.

 

As advertising becomes more transparent, advertisers are looking beyond branding to build marketing strategies with proven ROI. Performance marketing was born from a need to decrease cost per acquisition and increase ROI. With performance marketing campaigns, advertisers pay when a specific action is completed, rather than for impressions or clicks.

 

Today, performance marketing campaigns give you the ability to measure everything from brand reach to conversion rate down to a single ad. This new age of data-driven marketing has given advertisers valuable insight into their performance, which has helped them optimize their campaigns according to the best cost per acquisition.

 

Performance marketing has completely changed the way companies advertise and sell products. It has also impacted the way we measure the success of marketing campaigns. In the past, attribution was nearly impossible.

 

 

3 Step SEO Methodology and 22 Essentials of SEO Basics

is to boost your organic web rankings in the Search Engine Results Pages (SERPs).  4 Step SEO Methodologies covers: (1) Research & Planning, (2) Onsite Optimization; (3) Offsite Optimization & (4) Ongoing reporting and monitoring.  In view of the CPC inflation of SEM and display advertising, For industries like medical groups, pharmaceuticals, etc., online advertising may not be approved by media vendors like Google, Facebook.  Hence SEO will be a great way to boost your web traffic to audience who are proactively searching for your service.

Email to us for a free SEO audit on your website!

Search Marketing is only one of the media touchpoint in the consumer journey, more targeting to the advocacy stage in the buying cycle. To maximize the results of digital marketing, a omnichannel media strategy is recommended. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard the audience big data.

DIGICOM Academy is pleased to announce as the educational partner of Digital Marketing Institute (DMI) based in Dublin. Enroll in Professional Diploma in ; and earn the globally recognized, industry validated and academically credit rated certificate to advance your career. Studying with DIGICOM Academy, you got extra 6 hours on step-by-step guides of dashboard training on ad platform and technical tools taught by Digital Marketing Pioneers.

Click to enroll in classroom course
Click to enroll in live webinar course
Click to enroll in on-demand online course

For the purpose of this article, when we talk about visibility, we mean how high up the SERP your website appears for certain search terms in the ‘organic’ results. Organic results refer to those that appear naturally on the page, rather than in the paid-for sections…

 

The methods vary from technical practices you can achieve behind the scenes on your website (we tend to refer to this as ‘on-page SEO’) to all the promotional ’off-page’ approaches you can use to raise your site’s visibility (link-building, social media marketing).

 

Quite simply, SEO is the umbrella term for all the methods you can use to ensure the visibility of your website and its content on search engine results pages (SERPs).

 

One of our most popular articles of all time is a post entitled SEO Basics: 8 Essentials When Optimizing Your Site. It still does the business for us in terms of traffic, however it was first published in April 2013, so you can treat this as its long overdue and expanded update.

 

Here we’ll take a look at the basic things you need to know in regards to search engine optimisation, a discipline that everyone in your organisation should at least be aware of, if not have a decent technical understanding.

 

 

3Ws for SEO Basic

What is ?

abbreviated as SEO, is a member in the family of Search Marketing.   As opposed to SEM which is advertising to bid ad rank on the paid Search section on the Search Engine Results Page (SERP) triggered by search queries in the search box, SEO is to boost rankings in the organic Search section without resorting to advertising on Search Engines (i.e. SEM).

In 2007, Google launched the “Universal Search” which is a system to decide the content type on the organic search results.  With the Google Universal Search, Google blend listings from its news, video, images, local and book search engines, and Knowledge Graph among those it gathers from crawling web pages.

Refer to Image 1.1 showcasing Universal Search influencing the Google Organic Search Results.

 

Google SEO
Image 1.1 – Google Universal Search Results

 

Why SEO?

As 81% of online shoppers research online before buying and 60% among them start their research from search engines1, it is important to boost your organic web rankings to maximize your search engine visibility especially from popular search queries.

Although you can achieve your search engine visibility through SEM, CPC (Cost Per Click) inflation rate is getting higher and higher over years which meant the cost of keeping your search engine visibility getting higher, not to say the continuous investment in sustaining this visibility.

Moreover organic search listing are more trustworthy than advertised (paid) listing to internet shoppers.

For some industries bounded by legal regulations, any form of advertising including SEM is restricted.   These industries are mostly but not limited to Medical field, pharmaceuticals, etc.

 

Who does SEO for you

If you don’t have an in-house expert, you have to source an agency or SEO consultant to help with this.  There are a long list of criteria of evaluating your SEO agency or consultant.  However among these, the most important criteria is to make sure they are applying white hat SEO tactics.  In upcoming articles, we shall explain more black hat Vs white hat SEO tactics, as well as steps to evaluate your SEO agency and consultant.  Stay tuned or subscribe below to make sure you receive our eNewsletter

Digital Progression

An Omnichannel approach of Integrated leveraging on Audience big data in every stage of the consumer buying funnel is the mega trend of digital marketing.

Take the Professional Diploma in Digital Marketing & Earn the Globally Recognized Certification and Industry Validated Recognition from Digital Marketing Institute (DMI) based in Dublin, Silicon Valley of Europe

Additional benefit of taking the course with DIGICOM Academy, the authorized partner of DMI – An Extra 6 Hours of Step by Step Dashboard Training on Ad and Technical Platforms

Certified Digital Marketing Course
DIGICOM Academy

On the one hand, marketers can now reach consumers anywhere, at any time. And because more and more channels are “addressable,” the data needed to track touchpoints in the consumer journey and personalise individual experiences is in limitless supply. Yet on the other, turning this fragmented, often disparate data into a complete and usable picture of individuals and the influence of each touchpoint can be a hard task; especially when marketers use outmoded methods that measure performance within channel silos or give all of the credit to the last touchpoint experienced by a consumer before converting.

 

Since then, the development of new technologies – from smartphones and wearables to intelligent personal assistants – has only increased consumer demands for speed and convenience. With the emergence of these devices have come even more ways for individuals to view content, browse products, and connect with brands. In fact, the average consumer uses three of their seven smart devices daily, and 79% even switch from one screen to another mid-activity.

 

The advent of the internet didn’t just create the “always-on” consumer; it also signaled the end of marketer control over communication. Where previously brands could project messages via a one-way funnel — be that radio, TV, or print — the web allowed consumers to interact with brands according to their own pace and agenda.  It also enabled a continuous, two-way dialogue between brands and consumers through a wider range of touchpoints.

 

For some marketers, digital disruption has moved too quickly. Alongside opportunities to engage specific audiences, there are also new challenges. With so many touchpoints, it’s become increasingly difficult to follow consumers across channels and devices, and even harder to determine which marketing and advertising campaigns are effective. Little wonder then that 40% are struggling to demonstrate return on investment.

 

Consider this: in 1995, there were 16 million internet users worldwide; today that figure tops four billion. Mass web adoption has driven improvements from healthcare to financial services, but along with this innovation has come higher expectations among consumers for personalised communications, products, and services.

 

Digital Marketing Institute Partner

DIGICOM Academy is proud to be the authorized educational partner of Digital Marketing InstItute (DMI)  in Hong Kong and Greater China.  Based in Dublin, The Digital Marketing Institute (DMI) offers the most widely taught set of certification standards in digital marketing and selling for learners, educators and industry. With over 18,000 graduates across 100 countries worldwide, the Digital Marketing Institute have trained more professionals to a single education standard than any other certification bod