Many companies know that social media is a major factor for businesses to achieve success in today’s increasingly competitive marketplace, and in 2014 a lot of companies who embraced the social media revolution are now reaping benefits from their investment in time and resources, producing a high number of fans/followers, high Google rankings, successful conversions and great influence factors
Peter Coppinger & Daniel Mackey founded Digital Crew in 1998 and have made a living building websites, intranets and custom web-based solutions for clients in Cork, Ireland. At this point their company has a good reputation internationally and they sell website components online.
They spent some time reviewing and using project management software and tried several different companies and found many were very expensive, overly complex, and some were lacking basic features, they wanted something intuitive that doesn’t take time to learn and maintain. Something everybody in the company can use – not just the project manager.
So Peter and Dan set about creating their own Project Management software, their mission was simple – to make the world’s most easy-to-use, fastest and best Project Management System.
Today Some 20,000 companies in 147 countries worldwide use TeamworkPM’s business software, which streamlines day-to-day operations. Around 90% of the customer base includes companies like eBay, Microsoft, Oxfam, Forbes, PayPal, Electronic Arts and NBC. The company says sales are set to exceed US$12m by the end of 2015.
Trading under the Domain name of teamworkpm.net, Teamwork have been negotiating for the domain of “teamwork.com” for over 2 years, this is the first time that the domain teamwork.com will actually be used, having remained dormant since it was acquired by the original owner in 1999.
Peter Coppinger said “We are 100% confident that the investment will pay for itself in no time as we expand our product range and improve marketing under the new brand, the company aims to use the new domain name to be a kind of marketplace for its software-as-a-service (SaaS) cloud-based business products, which include CRM, customer support and bookkeeping.”
Here at Granite Digital we are proud to have worked with Teamwork in the transition of their original company and clients; Digital Crew. And we wish them the very best for the future.
As the New Year progresses most companies a busy rethinking their digital marketing strategies for the year, as marketers read through article and article trying to figure out the latest or biggest trends for 2014. We must still focus on the main objective, Advertising.
There are three big trends to online advertising this year and we at granite have taken a detailed look into what we think will have the most effect and produce the most conversions for clients in 2014.
1. Native Advertising / Sponsored Advertising
Native advertising is the ability to tuck a brand message into the editorial experience in a seamless and responsible way, creating a story and target audience research is crucial for success. By working with influential and highly skilled individuals you can find, and sponsor content to promote your brand and product.
Native Advertising is probably the hardest style of advertising to master and it takes a lot of imagination and creativity,
To create good Native Advertising there are techniques and pointers to consider before creating a campaign –
- Find influencers that lead not follow. There are thousands of bloggers and media personnel that don’t start the conversation, they follow it. By listening, following you gain a good understanding of what the current topics of targeted audiences are thus allowing to create your own opinion/spin on relevant subjects.You want to work with people that start the conversation not just people who amplify it. They will guide you towards connecting with their readers.
- Create an experience. It’s not just the content. It’s about creating a user experience to draw someone in, piece with video, music, HTML 5, parallax effects, are all features to create a story and experience for the user. By creating a piece with well crafted edits, stunning images, immersive video with text overlay and innovative design to create a magical digital experience. Suddenly it’s hard not to get pulled in and feel something – in a whole new way.
- Don’t compromise quality. Many companies clutter up space and ruin design with too much advertising thinking quantity creates higher conversion rates but this can be the complete opposite and can actually harm conversion rates, quality not quantity wins over in the Native advertising stakes and compromising quality is just as bad. Multimedia skills are what shine in this area a cross platform is essential to create that great user experience, Doesn’t your brand equity get damaged by sponsoring lame content?
- Be transparent – and have fun with it. Work closely with you Native Ad content creator weather it be in-house or external. By fully understanding the goals quality will be produced and if it’s a great experience for the reader, everybody wins.
2. Contextual Advertising
Contextual Advertising is more of a direct root to the source so to say, there are different theories of exactly what contextual Advertising is some say Contextual advertising is designed to align with the media property in which it appears i.e. if you are browsing for cars then the user will see adverts for tyres, oil, crash repair garages content that is related to the page. Another theory is that contextual advertising refers to user behavioural targeting, if a user browsed for a product then went onto facebook that products advert will show up in the users facebook feed.
But there is a down side to contextual advertising and it all depends on the user and what they are doing at the current time
- If the user is in search mode then Contextual Advertising has a positive effect and will provide the user the Answer, solution or product that they are searching for.
- If the user is in browse mode then directing paid adverts at them will not return any conversions and will simple be over looked
Ad words Re-marketing is an action taken by marketers to reintroduce a product or service that a user desired but didn’t take any action at the time. Re-marketing has been steadily growing over the last 12 months and is surprisingly cost effective when compared to other forms of marketing it relies heavily on cookies so be warned Whether you are already doing re-marketing or are looking to start, you need to ensure that you are compliant with the cookie law. When a user views a website or product the user is tracked by cookies as the user continues to browse adverts for the product will be directed to follow the user. This is a very good way to get undecided conversions but re-marketing must be tracked in its self, if your campaign has acquired a conversion that intended user must stop being tracked to avoid irritation with the brand and wasted promotion expenditure.
- All site visitors – Basic re-marketing to increase brand awareness, increase traffic all pages of a website.
- Undecided / Almosts – Physically clicked through or placed items into shopping cart but didn’t convert, here your re-marketing efforts should be aimed at shopping cart / landing pages
- Members – Some websites have log in areas to find out more information on products or services, targeting re-marketing on these pages the user is guaranteed to view adverts of interest.
Cork Independent recently announced that The Deputy Mayor of Cork is pushing for a .cork Domain to help promote local businesses and online sales.
Current Online spending in Ireland is a staggering 4bn a year, but the issue with this is that 75% of it goes to overseas companies and venders. Companies with .com .co.uk, and even .ie can be from abroad, where as .cork if properly regulated can be used to assure the customer the origin of the purchase and the locality of the service.
A domain such as .com is officially known as a gTLD generic Top Level Domain. As domain names have become scarce over the years, a new way of naming domains had to be created. There are currently 22 gTLD’s such as .com .net .gov .ie .eu. ICANN’s (The Internet Corporation for Assigned Names and Numbers) aim is to promote competition, branding, consumer choice, localisation, Digital marketing and innovation while ensuring the security and stability of the Domain name system (DNS) with the new plan for gTLD’s and people wanting to register a unique domain will have to go through an application process.
The application window recently opened on Jan 2012 and a total 1,930 applications for new gTLD’s have been received. By March 2013 we saw the initial results of the process and in Aug 2013 the public saw the new gTDL’s that were deemed “eligible”.
So what are the benefits of unique domains?
The .cork domain will greatly benefit local retail and web development business’s within the Cork area and it will improve on more specific search results. New gTDL’s will also offer the following benefits –
- Entrepreneurship. Create your own business model and establish accessibility policies for your TLD. If your customers want tighter security, make your TLD a high-security zone.
- Increased control. You set the rules and the price for those registering your TLD.
- Innovative marketing opportunity. Build better brand definition, brand awareness, brand loyalty and trust by having full control over your own TLD.
- Internationalised Domain Names (IDNs). Increase market reach by making the Internet completely accessible to users whose local languages use non-Latin characters.
- Engage your community. Create a rallying point for supporters of your cause, community or culture to unite with a community-based TLD.
- Bring together your geographic area. Celebrate your local citizens, commerce, activities, and culture with a geographic TLD.
Overall the theory of a .cork is good within itself, but you really have to ask the questions is this just clever P.R to grab the headlines of being on the pulse of web technologies or has this been planned out and will be a serious proposition to localise, unify and benefit the people and city of Cork.
We are realy delighted that one of our first clients, Atlantic Sea Kayaking in West Cork, was chosen by leading travel website TripAdvisor.com as one of the top ten most exciting alternatives worldwide to the typical tourist holiday. Jim truly is one of the good guys out there and it’s just brilliant news to see him included in the list. It gave everyone in the office a huge smile when we heard the news.
Some time back Jim and his lieutenants (Sally, Kathy, Maria take a bow) were ramping up their website and online marketing activity and we encouraged them to take TripAdvisor seriously and create a strategy to utilise all the goodwill and kind comments out there for Jim with the aim of driving new business especially from global markets. Together it has beared fruit and it’s a massive endorsement for Jim’s business. Well done Jim.
Granite target optimum visibility on TripAdvisor for our tourism clients as it consists of the biggest travel community on the planet and we are truly delighted with what the team at Atlantic Sea Kayaking have achieved.
TripAdvisor is the leading and most trusted content platform for tourists globally and it’s imperative that relevant business owners embrace Trip Advisor and tell tourists about their business and most importantly the experience clients will have. Any serious online marketing plan for a tourism related business must address TripAdvisor as a key target.
The Top ten list was recently published in a newsletter from TripAdvisor distributed to millions of subscribers.
The citation quoted by Trip Advisor in their newsletter was from a customer who had experienced
the “Glittering water and sky on a night kayak trip” with ASK. It was “One of the most amazing
things Iʼve ever experienced”.
TripAdvisor website’s alone have 40 million unique monthly visitors, 20 million members, and over 45 million reviews and opinions.
Some TripAdvisor Facts:
• 45 million reviews and opinions
• 40 million unique visitors in one month.
• TripAdvisor additionally features 20 million registered members
• TripAdvisor is now available in 20 languages, across 27 countries worldwide. In 2010 alone, TripAdvisor has launched new websites in eight markets globally – Turkey, Denmark, Mexico, Poland, Norway, Australia, Singapore and Thailand.
• TripAdvisor.co.uk site on its own boasts 4.5 million unique visitors per month.
• TripAdvisor through their Partnership Group have 100 contracted content partners – including jetBlue, Walt Disney World, Westin Hotels and Resorts, Visit London, Hertz, and AOL Travel – and over 14,000 unique websites have added a Trip Advisor self-service widget or badge.
Jim Kennedyʼs Atlantic Sea Kayaking (ASK) is West Corkʼs leading kayak tour guide, offering sea safaris, night paddles, foraging trips as well as courses and tuition.
Jim Kennedy is a Level 5 Irish and British Canoe Union sea kayak instructor. ASK is Irelandʼs premier sea kayaking company, it was established in 1995.
The company works with both novice and advanced kayakers in one of the most beautiful marine environments in the world.
“What an accolade to all the amazing and professional staff we are so lucky to have” said Jim Kennedy, on hearing of the Newsletter. “And a very big thanks to all our friends who take the trouble to sing our praises.”
- Visit Jim’s Atlantic Sea Kayaking Website