User with phone in its hands, representing mobile marketing

Online Marketing Compass Edition #5

Advertising, Analytics, SEO

By Leon Merse on 11/01/2018

This week’s digital round-up: Google let’s marketers leverage conversational ads / The fruitful pairing of offline and online / SEO: Mobile websites increasingly determine ranking / Facebook’s “Creative Compass” tool / Best practises: Chatbots



How to benefit from marrying online and offline channels

“ROPO” (Research Online, Purchase Offline) symbolises that seeing online and offline in silos is long outdated. Although e-Commerce is growing double digits each year, ¾ of consumers will still fancy shopping offline in future, according to a study from the German trade association. Marrying both channels works in various ways. The article presents best practises of chatbots, point-of-sale digitalisation and more.

Our recommendation: Evaluate ROPO opportunities for your brand. Although many brands run online and offline channels, opportunities to combine both are often missed out. Online might awake incentives for visiting the offline store or serve consumers with additional information and vice versa. Amazon “Go” stores show how to use online in-store to e.g collect helpful shopper data.
[learn more] (German article)



Google: Two extensions to exploit conversational advertising

The tech-giant releases two ad extensions in order to encourage the use of conversational ads amongst marketers.
– Adwords: a mobile click-to-text function, integrated directly in one’s search ad placement. It connects customer and advertiser via SMS and scores in terms of usability through simple conversations and avoided waiting loops.
– Adlingo: a marketing platform to create display ads on websites. By querying and responding to users, marketers can use the new format like a live chat.

Our recommendation: Start integrating conversational advertising. Google’s extensions follow the trend towards conversational marketing being a soon-to-be standart, since consumers will expect live-chat options to connect with brands. Especially in service-intensive industries, one should start testing conversational advertising.
[learn more]



Google gives more importance to the quality of mobile websites

Following the trend towards mobile, the tech giant announced to use the mobile version of a page for indexing and ranking, particularly for mobile users. However, there is no need to panic, since Google commented that desktop-only websites won’t get penalized. In terms of SEO, it is firstly recommended to ensure consistency of desktop & mobile versions in terms of text and image content. Next, server log files and robot.txt should be validated and flash content avoided.

Our recommendation: Get mobile. Over 55% of website visits are generated by mobile devices and mobile users stay 2x longer on one’s page. Thus, Google’s move is no surprise. We expect that further SEO ranking-bonuses for well-performing mobile websites will follow. Therefore, we recommend to thoroughly evaluate the mobile-friendliness of one’s website.
[learn more]





Desktop with data and scope representing Facebook analtics

Facebook launches new ad effectiveness tool

“Creative Compass” is a tool for Facebooks Marketing Partners to better measure their impact of ad creatives. (learn more)



Smiley with microphone representing chatbots

Inspiring Chatbot examples for marketers

Best practises about Chatbots in several industries, from Travel, Flights and Retail to Finance and Healthcare. (learn more)