Online Marketing Suite Creativity

Lately I started thinking if the “Online Marketing Suite” (OMS) offered by Sitecore was really offering enough. According to analysts we’re doing pretty good in this area already, but there’s always room for improvement ;-)

So I wondered, what else could the package offer.

What first came to mind, is actually very simple and will require a mix of the already existing features. Basically OMS could deliver a banner control system for targeted advertising. Obviously this would only be interesting for portals which are running ads on their site, or offers sponsorship in the shape of advertisement.

I realize that 3rd party systems which delivers such functionality already exist, but this option, like everything else in OMS would excel in the fact that we can base it very accurately on the visitors and the type of content they are interested in.

Facebook is doing this to an almost criminal point, by offering advertisers to display their messages to a selected crowd based on interest, demographics and so on.

So what makes a good targeted advertising control?!?

• Ability to segment visitors based on demographics/GeoIP: Check.
• Ability to explicitely personalize content for identified users: Check.
• Ability to deliver campaign and conversion data: Check
• Ability to deliver multivariate ads for the same ad campaign: Check.

What else do we need, well that depends on how detailed we want to be. To deliver a great service to whoever wants to sponsor a site, we need to sell them accurate valuable exposures, eg 1000 exposures to potential clients for $100. So we need to control how many times an ad is displayed. Not too difficult, but lets make it interesting. Perhaps the sponsor would like to try 3 exposures per visitor before giving up on getting a conversion from that individual, and instead display the ad to others. It is all about targeting your message to an interested audience. Once you do that, the number of conversions per thousand exposures will go up. Obviously sponsors would most likely want to receive some kind of reporting as well, but I will skip that part for now.

That brings me to the desired process in Sitecore:

• Sponsor requests to advertise their services. E.g. 5.000 exposures to a target audience of “Engineers/technically savvy visitors in German speaking countries”.
• Creation of a new ‘Targeted Advertising’ item and any number of ‘spots’ (in case the sponsor desires to try a multivariate approach), in the shape of image(s), or small flashfile(s).
• Definition of segmentation and other personalization properties.
• Ad goes live.
• Reports of clickthru’s (and multivariate successrate, if applicable) is delivered to the sponsor.

Obviously this conceptual idea needs some polishing, as well as minor coding (in order to limit the number of exposures etc), before it could become a module. As mentioned in the beginning, this sort of functionality is mostly interesting for portals who already have sponsored advertising such as beliefnet.com or kino.dk.

If you have other ideas for extending what is already in the OMS package, I would be glad to hear about them.

 

As this is probably my last post in 2009, I wish you a Happy new year!

What you say, and what they hear

Whenever I am writing emails or talking to people, I try my best to make sure that what I write or say is easy to understand. A message that is misinterpreted will most often cost you extra time and effort to solve gracefully. Practising this mindset continuously will of course improve your own communication skills over time, but it will most definately also make you realize whenever someone else fails to deliver a precise message – one that can not be misunderstood.

In general 2 things exist in communication “what you say” (and your own understanding and context of that), and “what the recipient hear” – which can be something completely different. Gary Larson, one of my favorite sketch/comic artists, already immortalized this basic rule of life [image link] (copyright restrictions might apply for the image). This also covers the problem that even despite your best efforts to deliver a clear message, maybe the recipient will still misinterpret the content.

 

Today i saw a real life example of something which probably made sense to the communicator, but which is easily misunderstood by the recipient. Basically this is a big example of what can go wrong in communication. I don’t think i need to explain further…

 

 

Normally things do not go as awry as in the advertisement above, but it serves as a reminder to carefully consider what you say or write before you execute.

 

So why am I reminding you all about this? Well basically because in online marketing, you have many options to deliver messages (also ‘bad’ messages), one is to do A/B testing (aka ‘split testing’ or ‘multivariate testing’) where several versions of a message can be defined and displayed to different visitors in order to track which option returns most conversions.

This is one of the basic features in Sitecore’s Online Marketing Suite (OMS) by the way. Imagine that you are releasing a new product and you put a big message on your front page. Normally this will get attention directly, but if you re-phrased it a bit, maybe it would get even more hits. To test this, simply create a few versions and deliver them randomly to all visitors. Over time, one option will prove better than the others, and then you should obviously select this as the only option (and stop the A/B test). This concept is covered in a 2-3 minute video that was recently released on the Sitecore website. The video titled “Increasing your website conversions” is available on this page: http://www.sitecore.net/Products/Resources/Tours.aspx

We are also currently inviting people to attend a webinar about OMS, which will also cover how Sitecore deals with A/B testing. To read more and sign up, please see: http://www.sitecore.net/en/News/Webinars/2009/OMS-Webinar-December-09-Europe.aspx.