Digital Marketing News and Resources 73

Weekly Roundup #73 – Empowering Partners, Google Mobile & GroundTruth


In last weeks blog we covered dynamic pricing, how luxury fashion brands are moving towards digital advertising and how Google can inspire your website redesign. This week we look into:


How to ‘Engage and Empower’ Your Partners

Pamper partners eCommerce news

Channel partners are an integral part of the growth and continued success of any organisation with a distributed sales model, but it can be difficult to get these partners to engage and to take the necessary action.

To counteract this, brands often ‘pamper and pressure’ their partners to ensure compliance. ‘Pamper and pressure’ consists of giving partners high levels of attention and assistance, running marketing campaigns for them and even providing them with leads. Then, should the partners not meet expectations, the brand can put added pressure to meet quotas in order to remain as a partner.

However, there is another strategy, ‘engage and empower’ that aims to make the partnership more successful and balanced. What partners want from brands is real support in growing their business, so if you can give them what they need, they are more likely to give you what you need.

It is common practice to provide your partners with qualified prospects, however if your partners do not do this themselves then you are essentially working for them, rather than working with them. If you are going to provide leads to your partners then ensure that you have a centralised database that can be divided for geography, market segment and other factors. Encouraging your partners to generate their own leads can be aided by providing ready-to-run marketing content with built-in lead collection capabilities. Investing in distributed marketing or through-channel marketing automation technology is another way to streamline the distribution of content, data and marketing funds, making it easier for your partners to market and generate their own leads.

Shared information will create efficient relationship between the brand and their partners, and will ensure that the brand is not over-investing in ineffective programs, tactics or partners. A closed-loop marketing system provides one platform that brings together functionality for marketing execution, partner engagement, fund management and lead management.

By having all the pieces of channel marketing in one place it becomes easier to track and report the activities and results of your programs, which will greatly help future programs.

Building strong and long-term channel relationships remains as one of the most viable ways to increase market share, manage costs and improve customer satisfaction – but these relationships require time, effort and resources. By cultivating these relationships it no longer becomes necessary to ‘pamper and pressure’ in order to see a good return on your investment.


Google to Launch Mobile-First Index

Spot Studio mobile marketing news

As more and more searches happen on mobile devices, Google plans to launch its mobile-first index. Although this has been in the pipeline for some time, it will still not arrive for a while yet.

The changes to Google’s search index will see them use the data from mobile searches instead of desktop searches for the focus of its index, and although originally anticipated to be launched at the end of 2017, it is in fact more likely to be put in place by 2018.

SEOs and webmasters have had a keen interest in the launch of the mobile-first index as this may have an impact on their operations. Google has been clear that they want to roll out these changes in a way that will not negatively affect non-mobile friendly sites. Gary Illyes, Google webmaster trends analyst, noted that, “We’re thinking about how we can make sure we only include in the mobile-first index sites that won’t be hurt by the mobile-first index.”

It is expected that a complete launch could take several years before Google has an index that is only mobile-first.


The Future is Digital

Digital Marketing newst Spot

As digital becomes more and more a part of our everyday lives we will need the skills to use, maintain and create these digital innovations.

Digital is an industry that is growing daily across the globe, but the majority of the largest digital companies have come from America. Facebook, Google, LinkedIn and Yahoo are the leaders of the digital world, but where are the British versions?

In the UK we have realised the power of digital, but we have not yet included it into the curriculum, our education system or as a mainstream career path. If coding was a part of the curriculum rather than an after school club we would see greatly improved digital innovation coming from the UK. Equipping young people with the skills that they will inevitably need is the primary focus for the education system, and as such, we should look to include digital skills among them.


Harnessing Technology for Global Exports

Exporting Technology Global

Small and medium sized businesses can benefit greatly from exploiting digital technology in order to export their brand – but how do you do this successfully? There are several tools and tricks that can help any SME reach the global market…

By using industry specific commissioned research it is possible to work out where your product best fits, and who – and in what part of the world – will understand your products style and pricing and make a purchase. Knowing where to target geographically is the first step, but you must also be aware that customer behaviour will change country to country.

The whole world does not use Google for their searches, nor will they necessarily use English language in their search, so be conscious of this. A useful source is the government’s UK Trade & Investment team who have a panel of digital advisors that are able to offer good advice and information with regards to these issues.

More general advice is to build a strong Internet presence. A professional website along with lots of social media followers and mentions are an easy and low-cost way to make your business look bigger and more trusted.

Mobile searches and sales are also on the rise globally, so including mobile in your strategy is a must. Using platforms that allow the brand to make the most of ‘moment marketing’ will likely increase sales, as it is important to not only target the right people, but to target them at the right time. Seasonal moments such as Valentine’s Day and Mother’s Day are peaks in annual consumer shopping – and as many of these occasions vary across the globe this is another way to consistently increase your brands customer base across the globe.


GroundTruth : Foot traffic, location data and consumer insights

GroundFoot location data news

Mobile ad firm xAd provides location data to their clients, which they say is the type of data that is becoming increasingly valuable to retailers. Having recently tracked the foot traffic of four major American quick-serve restaurants during their breakfast hours xAd was able to reveal a rise in popularity for Subway and Dunkin’ Donuts, and a fall in visits for Starbucks and McDonalds.

After the results of the breakfast survey came out, xAd has decided to expand its business beyond mobile ad targeting to include the broader world of consumer insights. Formerly xAd has re-branded as GroundTruth, a term used throughout scientific and military circles that refers to the information gathered through empirical evidence rather than inference.

The changes to the company are a response to the brands greater need for accuracy in terms of pinpointing the location of their customer. Advertisers are very interested in using consumer visits as a way to measure the success of a campaign, in deciding to lease a storefront or invest in a company.

Monica Ho, Chief Marketing Officer, GroundTruth stated that, “all of the conversations we’ve been having have been data first”and their move towards the world of ‘insights’ is in keeping with the general increase in companies commercialising or sharing their data to create revenue. Many companies have recently launched insights divisions and services, including Monsanto, Siemens railway division and LexisNexis.

In 2016, Forrester predicted that the emergence of insights providers “will cannibalize existing data and analytics markets — so existing players must launch new service offerings or partner if they want to thrive.”


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Sebastian Paszek

Marketing manager

Controlling the chaos of the digital landscape, Sebastian is a multiplatform executive, project manager and photographer.