Category: Business


What is Conversion Marketing?

Digital marketing is not simply about creating customer awareness and getting them to click on weblinks and visit websites but, most importantly, about influencing them and converting their visits into sales. To this end, conversion marketing employs tactics and strategies that encourage customers to act in a way as desired by the marketers. Basically, a browsing or visiting customer is influenced to become a paying customer through methods like special offers and discounts. The effectiveness of conversion marketing is measured by conversion rates, which is what most digital marketers use to measure the success of their marketing efforts and campaigns. Conversion rate is calculated as the percentage of site visitors who act in the marketers’ desired manner.

How does conversion marketing work?

business man wondering

E-commerce sites need carts filled and checked out, other sites which focus on content (like news, information, and videos) would like visitors to click on the ads that they host. The first thing that a website needs to accomplish is to get the visitor to stick around for longer than a couple of seconds. Most visitors will have found the site through search engines while looking for something they are interested in, so they are prime for conversion. Conversion hooks are tactics that can be used to grab the customer’s attention for longer. Web design, attractive landing pages, use of video and pictures, well formatted information, and using keywords are some examples of conversion hooks.

Web layout and ease-of-navigation plays an important role in determining whether someone will stick around or not. Another crucial aspect is the information provided – customers will convert their visits to buys if you have provided them with all the necessary information they require about a product or service. Special offers relating to the customer’s keywords is a guaranteed to attract longer attention, giving companies the perfect opportunity to pitch a convincing sale to the visitor.

Content-based websites use tactics that are different from e-commerce websites. For them, good quality and original content is what will make visitors browse their site for longer. Interesting and informative content, and pictures and videos with captions will keep them engrossed and more likely to click on ads. For content-based sites, ad clicks count as conversions.

A higher conversion rate leads to higher income. To get the most out of your search marketing efforts, consult expert digital marketing agencies in Singapore to help get the conversions.

Trends In Online Advertising

People remember intelligently written or made ads. But the purpose of a company’s advertisement is not for entertaining people but for selling to them the products or services they are offering. This means right ads must be created and they should reach the right people. Not only that, these ads should reach them at the right moment as well.

Companies should also remember that innovations are taking place at a rapid pace in the advertisement field. So, old tactics become obsolete quickly. But the biggest advantage of these innovations is that the new technologies usher in new opportunities. Let us look at some of the trends in online advertising.

1. Advertisement through mobile videos

A study reveals that 30% of online videos are played on mobiles and this is likely to go up thanks to the increase in consumption of smartphones and tablets. The popularity of ‘phablets’ is also growing rapidly and so, advertisement through mobile videos is certain to grow also. Since people spend more time on looking at their phones, this form of online advertisement will continue to dominate in future also.

2. Native advertising

Expenditure on native advertising was $3.2 billion during 2014 and it is likely to go up to $8.8 billion in 2018. Native ads are those ads that emulate the style and contents of the sites on which they appear. Blog posts of long form, videos or infographics that do not directly promote a product but inspire the purchase decision of people in a subtle manner belong to this category. But native ads are typically followed with disclaimer tags like “promoted by”, “paid post” or “sponsored content.”

3. Viewable impressions

The recent innovation in the viewability technology has led to the advertising model that is known as “viewable impressions. Earlier, there were several frauds in digital advertisement. But this innovation has eliminated the risks involved in them.

The best benefit of viewable impressions is that advertisers are charged only if their ad appears for a certain minimum duration on the screen of the user. So, this trend will also dominate the online advertising scene.

4. Behavioral data

Instead of squandering money on new channels, payments models and other tactics that may be effective only if the right audience sees the ads, businesses can target the right customers by efficiently using behavioral data. This is called behavioral targeting in the online advertising parlance.

Business people should remember that Online advertising Singapore trends will continuously be changing because habits, preferences and tastes of people keep changing. So, entrepreneurs should follow the trends closely and adopt the ones that suit them.