Category Archives: News

google-mobile-first-featured

Google is going mobile first – how are you affected and what you need to do?

For some time now, most Google searches are done through mobile devices as opposed to desktops. Despite this fact, Google’s search index has so far been based on desktop websites, until now. Google has recently announced that they, within the near future, plan to start looking at the content, links and structured data of the mobile versions of websites, rather than desktop versions of websites, to determine ranking among the organic listings in all search results.

How it affects you

Google will base its entire organic search index on, how well websites are optimized for mobile devices instead of desktops. This might have a large impact on how your website ranks in search. With this change, Google will primarily determine indexing based on mobile content, despite of whether the user is performing the search on a desktop or mobile device. If there is no mobile version of your website available, Google will then look at your desktop version. However, its ranking will be heavily influenced by how it performs for mobile users, which is not a good thing for most desktop version websites. In short, this means that it will no longer matter how SEO-optimized your desktop website is. It will only matter how SEO-optimized your mobile website is. 

No mobile website?

Those that do not have a mobile website or a website that adapts to mobile devices, will continue to be indexed in Google’s organic search results. However, there is a good chance that those websites will drop in Google’s rankings. In those instances, where a separate mobile website version is used for example: m.website.com, site owners should ensure that the mobile website has the same amount of content and that content, links, and mark-up are as similar as possible to the desktop version.

What you can do

If the mobile version of your website is not as good or better than your desktop version, here are some things that you need to improve:

1. Site speed

Quick load times is essential for serving users with a good experience when interacting with websites on mobile devices. Hence page speed will become an even more important ranking signal with Google’s new mobile first indexing. 

Consider optimizing these elements:

-        Code: Without changing any functions, remove all unnecessary characters from the source code.

-        Images: If necessary, decrease image size so that they take less time to load and don’t slow down your website. 

-        Fewer redirects: Redirects can cause websites to reload and slow down the user experience.

-        Store resources in browsers: By using browser caching some elements of web pages can be stored in the user’s browser and therefore requires less loading.

2. Avoid blocking JavaScript, images or CSS

Make sure that Google’s crawling bot for smartphones is able to access and crawl all content elements that users can see and interact with.

3. Design for mobile devices

Interacting with a website can be quite different on mobile compared to desktop. For example, such things as user journeys and interaction patterns might differ.

Keep these things in mind, when optimizing mobile website design for search:

-        Responsive design: Use responsive design, which lets the website adapt to the type of device that it is accessed on, rather than a separate mobile website.

-        Design for fingers instead of mouse: Fingers are most common when interacting with mobile devices. Make sure that your interaction elements are finger friendly and do not require as much precision as they would on a desktop website.

-        No pop-ups: Most pop-ups have a negative impact on the user experience. Even more so on mobiles than on desktops. Negative user experiences make users leave your website. 

-        Don’t use Flash: Flash elements cannot be seen on many smartphones. Which means that a large portion of your audience cannot see or interact with those elements. Use Java or HTML 5 instead.

4. Meta tags

Search engine result pages for searches conducted on mobile devices are usually smaller than on desktops. To get your message across, and to keep a high click-through-rate despite a smaller screen, be as precise and to the point as you can when creating URLs, page titles, and meta descriptions.

5. Local optimization to drive physical traffic to your physical locations

Optimizing for mobile increases the likelihood of reaching users when they are on-the-go. If your business has a physical location, and you can appear in search; for local search queries, users are more likely to act on the information you provide. Remember to include address and contact information in page titles, Header 1, URLs, content, alt tags and meta descriptions, whenever it is relevant.

Written by:
Jens Hilmersson
Nordic SEO Director

Ready to get started? Contact us

If you are unsure, whether your website is prepared for Google’s new mobile first index, feel free to contact your local NetBooster office for guidance! 

Six marketing tips to turn Black Friday customers into repeat buyers

The month of November is guaranteed to keep retailers across the globe busy. While China’s Single’s Day, the world’s biggest online shopping day, took place only a few weeks ago, retailers  have now fully set their sights on Black Friday and Cyber Monday in preparation for the busiest extended weekend in retail across Europe and the US. 

The Black Friday and Cyber Monday phenomenon originates from the US, however the weekend is now cemented in the retail marketer’s calendar in Europe, with the UK, Germany and France taking the lead in consumer interest. Interestingly, in recent years we have increasingly seen Black Friday (originally relating to brick and mortar retail) grow more and more popular online, with consumers focusing on Black Friday deals online and looking for deals even during the week leading up to the day.

Shoppers in the UK spent an astonishing £1.1 billion on Black Friday in 2015, and £3.3 billion over the long weekend. Customers in the US spent $3.07 billion on Cyber Monday alone in 2015. This year’s Black Friday (25th November) is likely to exceed this, with experts predicting £5 billion in UK sales from Thursday 24th through to Cyber Monday on the 28th. Not surprisingly, consumer spend during Black Friday is predicted to double in the UK.

A sudden windfall in sales will certainly impact a retailer’s year-round bottom line (unless it cannibalises the Christmas period sales), which means most marketers will naturally need to look beyond Black Friday to understand the true effect of this new opportunity. It’s estimated that only up to 30% of Black Friday shoppers will return to buy from a brand again without any additional marketing. While Black Friday shoppers could be perceived to just be bargain hunters (and in some cases price may indeed be the only purchase driver) smart brands will use this opportunity to turn Black Friday & Cyber Monday consumers into repeat customers and brand loyalists.

Here are six tactical tips from our experts for you to do the same. 

1. Know your audience

The most important factor in turning Cyber Monday bargain hunters into long-term advocates is – of course – data. Marketers need to collect, understand, detect patterns and group data into different audience clusters, while marketing to each cluster accordingly. However, this is where some brands stop and therefore fail to meet their full potential following Black Friday. In order to make the most of new data collected during the Black Friday/Cyber Monday weekend, brands needs to ensure they continue the process of understanding and detecting patterns immediately; introducing new cluster groupings as their customers’ behaviors change and develop. It’s easy to miss out on the opportunity as focus turns to Q1, however to make the most out of your success from Black Friday weekend in the long-term, this step should not be ignored

2. Keep on cross and up selling…and don’t forget about incentives

The best online campaigns are always adapting to users’ wants and needs. If a customer has purchased one item, your ads should, of course, begin promoting other relevant products and services that the customer might be interested in using the customer data you have collected.

However, you need to pay particular attention to how you market your ‘hero’ products; the true value for these products often comes from the additional accompanying products sold following the purchase of the ‘hero’ product. Knowing how your current customers behave after buying big ticket items in particular can influence how you go about the up sell for your newly acquired Black Friday weekend customers.

An additional easy win is to offer voucher codes and special promotions to your Black Friday and Cyber Monday customers. It’s likely that Cyber Monday customers are more price-sensitive; something to keep in mind when you select the appropriate promotions and start engaging with them for the first time after their initial purchase.

3. Make it easy for your customers from day one

With such a huge amount of competitive offers during this period, ensure your deals stand out and are prominent on-site: clearly highlight your key value proposition, your unique selling points and ensure your copy and CTAs are super clear and straight to the point. Especially the two first points are vital and if communicated properly, they can significantly enhance customer retention performance well after Cyber Monday.

While optimising the customers’ user experience is guaranteed to be on the to-do list for most retail marketers, the importance of a shopping experience that is easy and straightforward cannot go unstressed. However, the area that is often less talked about is customers’ post-purchase experience. Make sure you generate brand loyalty by keeping your customer excited about their purchase through informative personalised content and recommendations regarding the item after they have purchased it.

4. Maximise capturing new customers

 To capture the highest number of potential customers as possible in the first place, it’s crucial to ensure your acquisition campaign is matching the increase in search volume during well ahead of the actual weekend. Historically, search volumes increase steadily up to a week in advance of Black Friday week due to customers conducting research on items they are looking to buy. Efforts for acquisition campaigns during this time when people are potentially unwilling to actually buy anything will not reach their full potential if you don’t then re-engage these users during the sales period and beyond.

 

Black Friday Weekend Search Volume

It’s crucial to be thinking cross-channel both pre and past the Black Friday weekend. An integrated cross-channel strategy communicating a common message across all digital properties is required to capture modern shoppers. Cross-channel messaging is needed as without the co-ordination, users being displayed multiple different messages will decrease the ad recall in the long-term and potentially confuse customers long after the weekend. Building a visitor-centric data capture ability across all activities, not just owned media, but also paid and earned is the key differentiator in a cross-channel optimisation scenario.  Applying data-science driven content targeting both in paid and owned channels is the holy grail however, and will reap you the best results!

5. Go beyond remarketing

As users dart around the Internet hunting for the juiciest deals in a limited time frame, you’re almost guaranteed to lose a percentage of your Cyber Monday traffic before they’ve converted.  

For many customers the first experience may not be enough to fully understand and experience the brand; it is important to have consistent visibility and avoid disappearing from the digital landscape after key retail period through generic RLSA bidding and remarketing using Google’s unique ability to drive audience targeting through the display channels.

However to succeed in getting your newly acquired customers to buy again, it’s crucial to go beyond retargeting. Using Facebook’s targeting options to acquire new customers gives marketers the ability to more efficiently profile and segment customers. Customers acquired through Facebook are often more valuable long-term as you will be able to re-engage with them knowing more about them, making repeat purchase efforts easier. While Facebook’s organic reach has been a contested topic for a while, a good strategy here would be to seed campaigns first through paid activities, therefore generating a multiplier effect which turns into organic reach.

The ability to capture a customers’ email addresses will also mean in some case help marketers generate better value over other targeting technologies (i.e. cookies) as it allows for long-term targeting long after retargeting cookies have expired.  

6. Be flexible with your budgets

While increasing your media spend ahead of Cyber Monday can boost your bottom line, overspending could eat into your overall budget and prevent you from capturing high value traffic over the following months.

Black Friday and Cyber Monday is now the most significant period in terms of search volume and user intent for retailers wanting to attract business from new audiences, but it’s important to keep your investment focused on your key performance indicators (KPIs) – and not only the traditional ones, but new, more sophisticated KPIs.

A great digital marketing agency will always let demand shape your paid media investment, and not the other way around, as it will have set firm objectives and clear key KPIs which are typically focused on the ratio of customer acquisition cost vs. value created.

The challenge here really, is to understand your true channel attribution to correctly appreciate the assisting effects (including incremental lift from impressions) on sales, and also not just judge value created on the immediate sale, but the longer term value represented by this customer.

Need help with your digital marketing strategy post Black Friday? Get in touch by emailing info@netbooster.com

NetBooster Group announces the appointment of Thomas Armbruster as CEO

Tim Ringel steps down as CEO, remains on NetBooster Group Board

The Board of Directors of NetBooster SA (FR0000079683 – ALNBT – PEA-PME eligible), the leading independent international agency in digital performance marketing, today announces the appointment of Mr. Thomas Armbruster as its new Chief Executive Officer . Thomas has been with the Company for six years, undertaking several key Executive Management positions, including his most recent role as Chief Operations Officer of the Group.

Tim Ringel will stand down from his position as CEO at the end of October, due to personal reasons, but remains as an independent Board Member and shareholder of NetBooster.

This change in leadership comes as the Company embarks on a new phase of international growth, following its successful financial, operational and strategic restructuring, overseen in recent years by both Thomas and Tim. Thomas will now lead NetBooster through its next phase of growth; driving the Company’s strategic agenda and cementing the Group’s position as an independent global competitor to the ‘Big Six’ traditional media networks.

This strategic transformation of NetBooster’s leadership team also coincides with recent changes to the Board, with the appointment of François de La Villardiere as Chairman and Fund Nobel, represented by Cedric Weinberg, also joining the Board.

François de La Villardiere, Chairman of the Board, comments: “Tom is perfectly placed to take the Group forward, whilst maintaining its culture and understanding the drive, vision and goals that are fundamental to the next phase of the Company’s evolution. The Board and NetBooster Management would like to thank Tim Ringel for his dedication and fantastic leadership of the Group in recent years.”

Thomas Armbruster, COO of NetBooster said: “I’m honoured to be appointed as the CEO of NetBooster and I’m looking forward to bringing the Company to the next level; delivering for our clients, staff and investors. I will continue with the strategic vision we have built for the NetBooster Group, as we aim to become the world’s leading independent performance marketing agency.”

Tim Ringel said: “It has been a real privilege to have been part of NetBooster Group’s transformation over the past three years and I am immensely proud of everything that has been achieved. I would like to thank our employees, partners and the great management team that have supported the vision and made NetBooster Group the success that it is today. Under Tom’s leadership, the Group will go from strength to strength and I look forward to continuing to support the business and my colleagues as a member of the Board.”

 


 

 About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

 

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

Car rental giant Hertz appoints NetBooster as its European performance marketing partner

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent international agency in digital performance marketing, today announces a new collaboration with Hertz – the car rental company.

Following a competitive pitch process, Hertz appointed NetBooster to manage its paid media activity across seven European countries, as well as their international campaigns across the US, MEA and APAC regions. NetBooster’s focus will be on driving innovation in the continuously competitive and complex travel marketplace, while helping Hertz unlock the full lifetime value of its customers.

The appointment further expands NetBooster’s travel portfolio, which includes brands such as AccorHotels, Emirates and Center Parcs.

Vincent Gillet, VP Marketing at Hertz Int., comments: NetBooster is a natural fit for Hertz International due to the agency’s broad global and local credentials and expertise. Their European market knowledge and sector expertise in travel were particularly appealing to us. We look forward to working with NetBooster and further developing the Hertz brand on a global scale.”

Tim Ringel, CEO of NetBooster, said: We’re thrilled to be partnering with such a fantastic and well established brand like Hertz. The appointment is a real testament to NetBooster’s strong international footprint and market expertise. The challenge of delivering complex multi-territory campaigns is exactly what makes us tick and we’re looking forward to driving further innovation in this space.”   

 


 

About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

 

About Hertz I  www.hertz.com

Hertz operates the Hertz, Dollar, Thrifty and Firefly vehicle rental brands in approximately 10,000 corporate and franchisee locations throughout North America, Europe, Latin America, Africa, the Middle East, Asia, Australia, and New Zealand. Hertz Global is one of the largest worldwide airport general use vehicle rental companies, and the Hertz brand is one of the most recognized in the world. Product and service initiatives such as Hertz Gold Plus Rewards, Carfirmations, Mobile Wi-Fi and unique vehicles offered through the Adrenaline, Dream, Green and Prestige Collections set Hertz Global apart from the competition.  Additionally, Hertz Global owns the vehicle leasing and fleet management leader Donlen Corporation, operates the Hertz 24/7 hourly vehicle rental business in international markets and sells vehicles through its Rent2Buy program. For more information about Hertz Global, visit: www.hertz.com

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

Social_Center+Parcs

metapeople – part of NetBooster Group – secures a 12 month contract with Center Parcs

metapeople – part of NetBooster Group – secures a 12 month contract with Center Parcs after a successful online video test 

metapeople Duisburg, part of NetBooster Group ((FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, started a display performance campaign for Center Parcs Europe to increase brand awareness and early bookings for summer holidays. The trial run has been very successful, leading to the European specialist for family trips, to sign a one-year contract with metapeople to manage their programmatic Display campaigns.

For the first time, Center Parcs supported by metapeople, started a wide-ranging display-strategy in Belgium, the Netherlands and Germany focusing on programmatic display and video, which ran simultaneously to a TV campaign to advertise their 25 holiday parks – 21 Center Parcs and 4 Sunparks.  The display campaign included rich media formats as well as Facebook Ads with emphasis on a detailed analysis as well as on an optimization by offsite-and onsite data.

As part of NetBooster Group, metapeople were selected by Center Parks due to to their presence in the European performance market. “Their profound know-how in DoubleClick’s Online Marketing Suite especially convinced us”, says Claudia Bergholz, group online media specialist at Center Parcs Europe in Brussels. “But also the great and smooth support has to be emphasised. From planning and realizing the campaign to presenting the results, everything was easy and on high standards, which also includes the quick adjustment of the reporting’s for this first test.”

metapeople used Google Analytics Premium together with the Digital Marketing Suite by DoubleClick, to build  a coherent attribution-model for display-branding-campaigns for Center Parcs Europe. “Our display-strategy, including Social-Ads for Facebook, is based on defined KPIs and is perfectly apposite”, explains Claudia Bergholz.

The TV-spots were supported by online-videos with a length of 20 or 30 seconds to increase the brand awareness. “We wanted to gain the maximum range with a high view or completion rate with the budget we had”, underlines Barbara Kochniss, metapeople’s Head of Media.

 “metapeople implemented our strategy with well-balanced media plans in the different countries”, Claudia Bergholz summarizes the results of the first test. Further joint activities will follow as metapeople and Center Parcs have signed a one-year contract after the success of their display campaign.

 


 

About NetBooster Group | www.netbooster.com

NetBooster isa leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

 

About metapeople GmbH I www.metapeople.com  

As an agency for effective performance marketing metapeople GmbH provides premium solutions for Affiliate, Display Media, SEA, SEO, Social Media, Data & Analytics as well as Consulting and Tracking from a single source. metapeople has been operating for more than 18 years and +25 locations worldwide. Since May 2011 metapeople works together with the affiliate- brand metaapes, who were founded 2004 and with NetBooster. Thus they can realise best quality for their customers in all major European markets.

 

About Center Parcs Europe N.V I www.centerparcs.com

The Pierre & Vacances-Center Parcs Group develops and manages innovative and environmentally friendly leisure and holiday concepts in order to offer the most attractive seaside, mountain, country and city destinations in Europe. Created in 1967 by Mr. Gérard BREMOND, the Pierre & Vacances-Center Parcs Group is the European leader in local tourism. With its complementary brands – Pierre & Vacances, Maeva, Center Parcs, Sunparks and Aparthotels Adagio – Pierre & Vacances-Center Parcs welcomes 7.5 million clients to its tourism network of almost 50,000 apartments and homes, located in 300 sites around Europe. 

 

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

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NetBooster shortlisted for the European Performance Marketing Awards

NetBooster, a leading independent European agency in digital performance marketing, has been shortlisted for the first European Performance Marketing Awards in the Best Paid Search / Media Campaign category, thanks to its collaboration with AccorHotels – Fighting back at the OTAs. 

For the first time, the Performance Marketing Awards goes beyond the borders of the UK, now shining a light on the European market and handing the companies the opportunity to compete against their European peers.

Final contenders come as a result of a meticulous judging process by performance marketing experts with direct experience of European operations, as well as those representing market-leading players. 

The first ever European performance marketing champions will be crowned on the evening of July 4, bringing an end to day one of Performance Marketing Insights: Europe in the heart of Amsterdam.

More information on the European Performance Marketing Awards and nominees list can be found here


For more information please contact 

NetBooster Q1 2016

Sergio Borzillo
Director of Paid Media, NetBooster UK

 sergio.borzillo@netbooster.com

Annual General Meeting 2016 – Notice of Meeting

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, will hold its Annual General Meeting on Monday 20th June 2016 at 11am.

The Annual General Meeting will take place at Espaces Vocation Paris, 22 rue René Boulanger – 75010 Paris

Please see more information in the notice of meeting here:

https://www.journal-officiel.gouv.fr/publications/balo/pdf/2016/0513/201605131602176.pdf

After the Facebook F8 Conference

Messenger becomes the new support, advertising, and sales channel

Two days of exciting insights into the world of Facebook, which is by now much more than just a social network, has come to an end. It’s very likely that many things will change for online marketing, within the next few months.

In front of more than 2600 participants at the F8 Conference in San Francisco, Mark Zuckerberg presented his ten-year-plan to ‘conquer the world’. The focus was especially set on several specific announcements, which are of high interest to advertisers and online shops. The goal for Facebook Messenger, with its more than 900 million users, is to become the preferred platform for companies and customers for future communication.

Chatbots take on phone hotlines & service apps

Actually, I don’t know anyone who likes to call companies. And people don’t want to install a new App for every company”, Zuckerberg said in his opening speech. The goal with chatbots is to fulfil this task. They can provide information or execute orders through the Messenger-platform, no matter which mobile device or operating system is being used. These software-robots with artificial intelligence, understand the message people send through their smart phones. They then simulate an interaction with them by reacting to special keywords.

Users are able to contact a provider’s chatbot in different ways: e.g. via the provider’s Facebook-page or through social buttons on their website. Furthermore, the function “Customer Matching” allows a dial-up between the company and user by using a mobile phone number. Thereby, Facebook compares the mobile number with the phone numbers saved in the user system. 

Yet ideas go much further; rather than clicking through web-shops, potential customers are able to chat with online stores to order products and services directly through the platform. David Marcus, former Head of Paypal, who meanwhile became responsible for Facebook’s Messaging products, showed how sneakers could be ordered via Messenger in the future. The introduced chatbot, which belongs to fashion brand ‘Spring’, first asked about the style of the sought after sneakers, and then moved on to ask about the users price range. With this information, it finally presented different designs to choose between. Just tap it and the order is processed. Payment for the ordered product is also possible, without needing to leave Messenger.

 

Messenger’s beta-version is ready

From now on, every company is able to create chatbots as the Beta-version was activated for Messenger at the F8 conference. Facebook is providing an open interface and templates are available on which – in addition to the company’s name – buttons or images can be included. If companies prefer more complex chatbots, they can use Facebook’s “Bot Engine”. This is based on “Machine Learning” and artificial intelligence. A user’s message can be received and answered with a Send/ Receive-API and developers can choose between different templates to react to the user’s request. Thus, they are able to create a more structured conversation.

The chatbot will be able to recognise customers. The customer should therefore only receive relevant recommendations, and the programme, which is different than call-centres, should be able to react immediately. The conversation is constantly in motion even if the customer doesn’t answer instantly. The digital seller will remind you of the already initiated conversation, at the latest, the next time you use the chat program.

David Marcus emphasised in his keynote that the topic of security was of utmost importance while the platform was being developed: “Here we can control the messages’ number and quality, which isn’t the case when it comes to e-mails.” Users also have the possibility of hiding companies’ messages partially or completely with a “block” button located above each conversation.

 

Chatbots will be open for sponsored posts

Vice versa, we have to reckon that the choice of bots and the communication with them also provides more data-input for Facebook’s algorithm. This determines the display of content within the newsfeed and suggested Apps and Bots. For making this new platform attractive to companies, Facebook introduced several tools as well as the right ad format, which leads users to a Messenger conversation through a Call-to-Action (CTA).

Facebook is already testing the possibility of “Sponsored Posts“, to be able to generate revenue through Chatbots where companies can pay a fee for the opportunity to send direct messages to specific recipients. Users have to have already initiated contact to the advertiser. By providing the API, Facebook becomes the gatekeeper for communication between customers and companies. Thereby new and particular rules are highly probable, just like guidelines for fan pages. 

At the F8 Conference, Facebook promised that irritating ads or spam, are not going to emerge for Messenger. Though customers who contacted a company for service-related questions might receive other useful offers. This goes according to the motto: “You informed yourself about XYZ. It is now back in stock again.” This way, customers can immediately be informed about changes while companies have the chance of getting direct feedback from them.

 

Customers expect fast & reliable resources

Interfaces with a company’s own CRM system could identify customers through their Facebook-ID and allocate them into clusters. If the company displays ads on Facebook at a later time, this would be the ideal database for personalised offers. With “Salesforce for Messenger”, a solution for the popular Cloud CRM System was already been presented at the F8 conference.

A distributor could for example, embed a Messenger Plugin to the checkout process of his web-shop. Thereby, a customer is able to directly ask about arising issues, easily and quickly, just before finishing their transaction. By linking Messenger to the purchase history and service requests, customer expectations are exceeded by providing a personal approach. Companies can use Messenger as a channel for creating brand loyalty and intensifying customer relationships by an offer that combines the potential use of marketing, sales and service.

Nowadays, for many brands, Customer Care is an essential element for the entire customer experience. The announced opening of Facebook Messenger at the F8 conference in San Francisco had immense impact on companies’ future social media strategies. For consumers, it’s a simple way of contacting a brand directly and receiving a competent answer through the same platform. 

Expectations are quite high in terms of response rate. This includes new challenges for companies and their service departments, if they will use this new channel in a strategic manner. For a support system like this, which is comparable to a telephone hotline, it needs technical resources, staff and qualified handling. An automated customer service system has to be conceived and steadily optimised with the help of chatbots in order to ensure the customer’s experience is consistent and valuable even after the transaction is complete. 

 


 

For more information don’t hesitate to contact NetBooster social media experts to discuss your needs and what the new features could mean for you 

 mail-contact-icon

Jan Brockmann
Director of Operation
 jan.brockmann@metapeople.com 

 

Crucial selects NetBooster to drive its global SEO strategy

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible) a leading independent European agency in digital performance marketing, today announces a new partnership and contract win with Crucial, part of Micron Group.

NetBooster has been selected to develop and manage Crucial’s global SEO strategy in the USA, UK, Italy, Germany and France. This new partnership represents a key milestone for NetBooster, as it’s the first time the European Agency has been appointed by a US company to manage a global SEO strategy including the US.

NetBooster is working in partnership with the Crucial marketing teams, product specialists and website developers to deliver a comprehensive SEO campaign to drive increased organic visibility in the target markets. The project includes technical SEO, multi-language content marketing, data analysis, outreach & influencer marketing as well as providing SEO and search marketing training to Crucial’s stakeholders. This will be managed out of NetBooster’s SEO competence hub in Cornwall, with the support of the local NetBooster offices in the target countries.

Crucial specialisesin computer memory and storage, with over 6500 engineers on staff, more than 25 000 patents and products available in 209 countries around the world.

Tim Ringel, CEO of NetBooster, says– “We are proud that Crucial chose NetBooster to develop and implement their SEO strategy both in the US and in Europe. Crucial is our first client in the semi-conductor industry and international, making this an important win for us, putting into place our development plans in the US and our ambition to grow our international footprint as the largest independent digital performance agency.

We’re excited to be working with NetBooster for our SEO needs,” said Fabrice Sabo, E-Commerce Marketing Manager, Crucial. “Their broad experience within the SEO industry combined with their knowledge of regional e-commerce models will help us take our digital marketing to the next level.”


About NetBooster Group | www.netbooster.com
NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.). Shares in NetBooster are traded on the NYSE Alternext Paris.

In February 2016, NetBooster and PM Digital, a US-based independent leading full-service integrated marketing agency, announced their strategic relationship to form one of the biggest independent performance networks in the world, with a combined international presence of over 25 Offices, 800 employees, and 250 leading brands.

About Crucial | www.crucial.com

Crucial is a global brand of Micron Technology, Inc. Crucial solid state drives (SSDs) and memory (DRAM) upgrades are compatible with over 100,000 new and old desktops, laptops, workstations, and servers. Available worldwide at leading retail and e-tail stores, commercial resellers, and system integrators, Crucial products enhance system performance and user productivity. Learn more at crucial.com.

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

Data Is The Product

How Google Analytics 360 Changes Marketing

Google announced a major update to the Google Analytics product: A full digital marketing suite called Google Analytics 360 with 6 products, 3 of them completely new.

This marks a major step forward in how integrated data tools can help brands drive better dialogues with markets, and signifies the importance of data over channels themselves as marketing starts to be responsive and contextual.

A short story of how we got there

When Urchin revolutionized Analytics by pushing data collection client side they started a process we’re still seeing the consequences of today. When they also decided not to use a relational database but instead store the processed data in flat tables they foresaw the future of a digital world with thousands of times more data than back then in the early two thousands. Paul Muret, then CEO of Urchin software was behind this, and after the Google acquisition and rebranding of the product as GA, pioneered the SAAS model of software distribution.

Last fall when Paul also became responsible for Display and Video it represented the final step in the journey so far – one where the tools that helps marketers better run their brands by visualising, targeting, testing and analysing cause and effect of activities across paid, earned and owned media becomes more important than the channels themselves.

The point is that it’s not as important any longer where the consumer is; much more important is to understand what she wants and respond in a relevant intelligent way.

Data is the product, is more true than ever before”

Analytics is only one piece in the puzzle of solving that challenge – the challenge of helping brands maintain a dialogue with us as consumers.

 Pieces in a puzzle

Therefore the Analytics 360 suite combines 6 produces if which 3 are completely new. On top of the existing Analytics – Premium now rebrands at 360, Tag Manager, now a stand-alone product, and a completely rebuild attribution offer based on the acquisition of Adometry and now rebranded as attribution 360 comes the 3 new products each representing major advances in their fields. Core to all three is the amazing power of the Google Cloud backend technologies powering these tools, which represents processing power that simply wouldn’t have been feasible just a few years ago.

 

Google

Source: Google Analytics 360

 

Data Studio 360

Data studio is a tool for data exploration. It’s a canvas with amazing powers for visualisation and exploration of even enormous datasets. Build on the Google Cloud backend it’s able to manipulate billions of rows in seconds and the open architecture allows you to on-board data from almost any data source and then transform, join data sets, analyse and visualise. The ability to work collaboratively and share dashboards is a key part as well.

Optimize 360

Conversion Rate Optimization became a discipline around 10 years ago, and has only grown in importance since. But the traditional approach of testing for better performance began to be a limiting factor even after the ability to run tests on smaller and smaller segments became possible. Google closed the original product Website Optimizer, took some time to rethink and now came back with a product that goes a huge step forward – by making it possible to target individuals based on predictions from the data available in Analytics.

Audience Center 360

One key missing piece in many CMO tool architectures is an audience management platform for creation of very specifically defined audience segments. Often mis-named a DMP this ability to on-board audience data sets, join them with the power of the google cloud backend and use affinity data such as demographics to power the segmentation is extremely powerful when these audiences can then be used to run targeted campaigns.

 Since Google doesn’t allow any 3rd party pixels in their own marketing channels, Google Analytics integration with Adwords, Google Display Network, Youtube and Gmail marketing is in many ways a “DMP”solution, but when campaign segments need to build on a broarder dataset and pushed to other channels Audience Center 360 becomes a key piece in the puzzle.

In summary

Essentially the key challenge when I look at the path ahead is whether or not we as consumers will embrace a world where the digital technologies will try to better understand what we want. Unless data suites improve on their ability to give us relevant experiences we’ll not embrace the next necessary steps of complete off-/on-line integrations and cross device user matching.

When Google launched the Universal Analytics version of GA and introduced “Measurement Protocol”, it took a huge step towards being able to collect data from all digital touch points, which is a key need to answer the question. But in the years following it’s become more and more clear that the user interface for presentation of the data was a limiting factor on how the data can be used, and even the way the raw data is processed into the metrics and dimensions we use in our analysis have become a limiting factor on the full scope of the needed analysis. 

Therefore there were some pieces missing which have now been addressed with the announcement of the Analytics 360 suite of very powerful tools, as data becomes the product.

 


 

For more information don’t hesitate to contact NetBooster Data & Analytics specialists to discuss your needs and what the Analytics 360 suite means for you 

 mail-contact-icon

Kristoffer Ewald

 Group Director DNA
 kristoffer.ewald@netbooster.com

 

The Power of Voice: Are You Ready for Voice Search?

Use speech instead of type! Every second, smartphone users operate their devices via voice.

This was revealed in a recent study by the digital association Bitkom. Voice search is particularly popular among young mobile phone users; it’s already used by 58% of users in the age group 14- 29.

Below, you can learn how Voice Search will impact Search Engine Optimisation (SEO) and how you can be prepared.

What is Voice Search?

Simply put, most voice search technologies use a combination of Natural Language Processing and Text-to-Speech, in order to understand a user’s request when using voice to enter a query into a search engine, as opposed to a keyboard. The answer to the query is pulled from the website that the search engine deems most suited for the answer. The answer is then returned to the user directly without presenting a list of search results.  The type of search queries entered by voice, range from cooking tips and recipes, geographical directions, shopping and fact finding, to entertainment such as songs and videos.

When do people use voice search?

People use voice search regularly and the frequency in which it’s being used, continues to increase. However, most research suggests that search queries regarding local amenities are highly represented amongst voice searches. A local search query is usually something that returns results which are geographically close to the searcher. Example queries could be “Where is the nearest Italian Restaurant” or “How can I get to the closest train station”. This means that, even though there’s an increase in voice searches across the board, those performing voice searches are often on the go. They need information now and they plan to act on it within the very near future.

For local voice searches it is therefore generally fair to conclude that the searcher is in the lower part of the purchase funnel, and is intending to pull the trigger on booking a restaurant table, grabbing lunch, going into to a bookstore or acting on whatever they’re searching for.

 

 Voice-Search-Teaser-Final (1)

Example: searching for NetBooster Paris through Google Voice Search.

 

How will Voice Search impact SEO?

The rapidly increasing use of spoken search queries rather than written search queries has already begun impacting the search engine optimisation landscape. With it comes a more ‘natural’, conversational way of formulating search queries. This often entails using more words than you would when writing a search query. Search phrases are thus becoming increasingly long-tail, something that needs to be reflected when planning, creating and hosting website content. Also, local searches are often more direct. For example, search queries like “where can I find X”, “What is the fastest route to Y” are less dependent on context to be understood correctly by voice search assistants like Siri,Google Voice Search, Cortana and Amazon Echo.

Example of Google Voice Search.

Amazon Echo Super Bowl Advertisement 2016

That’s why, until voice search technology becomes more advanced, it is expected to have the largest impact on local SEO. In the longer perspective however, we can expect search queries in general to become longer and longer and increasingly resemble natural conversations rather than keywords. We are also expecting to see more rich website content being created and structured in a way to deliver explicit answers to search queries that are formulated as questions.

What’s the difference between keywords and conversations?

We all know there’s a difference between written and spoken language. The same way there are huge differences in how people formulate search queries depending on whether they write them or say them. For instance, if I were to use voice search technology to research ways to adapt my SEO to voice search, I would most likely formulate my query along the lines of “How do I do voice search SEO?” or “What are the best practices for adapting SEO to voice search?”. 

However, if I were to conduct the same searches using a keyboard, I would probably write something shorter like “Voice search SEO” or simply “Voice Search”. That is because I am using a “learned” search engine behaviour that stems from how search engine algorithms have worked in the past. That is matching words and phrases to website content without worrying too much about the actual meaning of those words and phrases nor the intent behind actually performing the searches.

To younger generations, as well as those of us not so young anymore, it will start to make less and less sense to use search engines the “keyword” way and more sense to use them the conversational way.
This is estimated to move search towards a more “natural” style of dialogue rather than simply writing keywords in a search box. 

What about factors such as pauses, emphasis, intonation and other contextual clues?

These factors are of course very important in defining the context of oral dialogue. To fully include them when determining which search results are the most relevant to a particular query, Google and the other search engines, still have some work to do. How these factors will impact SEO and how to optimize for them is an issue that we hope to return to in the future.

 


 About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Get ahead of the wave, with NetBooster. Contact us now!

 

Google Ad Layout Update

What the changes mean for businesses

What exactly happened?

On Friday 19th February, Google announced that it will no longer show sponsored adverts on the right-hand side of a desktop search results page.  Instead, the page will display a maximum of four adverts at the top of the search engine result page (SERP), above the natural listing, as well as three adverts at the bottom of the page.

A Google spokesperson has confirmed that the change will be put into effect immediately in all languages worldwide.

2016-03-01

 

As a result, adverts will not appear on the right-hand- side of desktop search results, with two exceptions:

  • Product Listing Ad (PLA) boxes, which show either above or to the right of search results 
  • Ads in the Knowledge Panel

The elimination of right-hand-side adverts will impact all desktop searches worldwide; the addition of the fourth advert above the search results will be for “highly commercial queries”, for example if the consumer was searching for a hotel or car insurance.  The changes mean that Google now has a similar desktop User Experience to that of a mobile device where you can only see the adverts at the top or bottom of any search results page, meaning the User Experience is consistent across both channels.

Important changes to note:  

  • The changes to the Google search results page will be effective immediately
  •  Adverts will now only appear at the top and/or bottom of the results page. This will be split so that there are a maximum 4 adverts at the top of the page and a maximum of 3 at the bottom
  • Organic results will be pushed further down the SERPs

What is the impact for advertisers?

  • The change in SERPs will instigate a new ‘click behavioural’ pattern from the consumer that will need to be evaluated and addressed accordingly
  • A position 4 regarding “highly sales-driven keywords” can show a better CTR in the future. Ad texts with a position >4 will show significantly lower CTR, because from now on they will be displayed below the fold

  • Google Shopping results might possibly obtain a higher CTR
  • Increased competition at top positions can lead to higher CPCs on desktop device
  • Advertisers targeting positions > 7 on generic keywords will see a drop in impressions
  • Increased competition for top positions can lead to higher cost-per-clicks (CPCs) on desktop devices, lowering the cost effectiveness of this channel
  • Any advertisers targeting a position higher than 7 on generic keywords will see a drop in impressions
  • Advertisers with ads in in position 5-7 (bottom of the page) could suffer from lower CTR, the same number of impressions, lower quality scores and therefore higher CPCs
  • Brands with a high level of competition for their own brand terms might be forced to be more aggressive in protecting their brand space as a result of organic listings being pushed further down the rankings
  • Retailers will need to pay particular attention to their product feeds to ensure that they can make the most of the Google Shopping ads still appearing on the right hand side of the SERP
  • Businesses could see a potential loss of traffic from organic searches as a consequence of these natural listings being pushed down. Ranking will become less and less ‘the key factor’ to consider when evaluating SEO performance, so marketers will need to put more emphasis on looking beyond that metric alone.

2016-02-29 18_32_33-Google SERPS Update (Detailed) (1).pdf - Adobe Reader

 

  • At NetBooster we have seen a drop in impressions in the UK, French and German markets
  • Our data shows CTR is generally stronger, with the exception of our French campaigns. This is no surprise considering the positions with the lowest CTR, i.e. 8-11, are not available anymore
  • We are also seeing slight increases in CPC, but no dramatic change here

What should marketers focus on going forward?

Back in 2013, the launch of Google’s Enhanced Campaigns forced businesses to re-evaluate their entire approach to paid search, from account structure to bid management and device strategy. In 2016, Google is now forcing businesses not only to re-evaluate their search strategy once again, but also re-examine their entire approach to digital. With the number of ads visible going from 10-11 down to 4, businesses will need to carefully evaluate their bid management strategy and see if it is commercially worth appearing in top positions and how other activities (i.e. remarketing, outreach, conversion rate optimisation and so on) can help brands to maximise their advertising spend  with a healthier Conversion Rate and more cost effective traffic.

Being smarter at engaging with consumers has never played such a key role in digital advertising. As such, marketers will need to bear some fundamental lessons in mind:

  • Simply increasing the bids in order to maintain the same level of impressions and clicks will not deliver the desired result.  You need to re-evaluate the way you think about digital and broaden your field of action in order to bring traffic in at more cost efficient levels and convert at a higher rate
  • Paid search is not the only effective channel to bring in relevant traffic and performance. Companies should diversify what they do and put new emphasis on activities that might have been underestimated to date, such as conversion rate optimisation (CRO), outreach, remarketing
  • Now that the mobile and desktop SERPs are similar, learning from desktop devices’ click behavioural patterns can help you to further optimise your mobile marketing strategy and approach. Mobile traffic and transactions keep  increasing, so this area can no longer be ignored, even if does not generate direct conversions
  • Make a bigger effort to move from traditional ‘silo’ thinking to proper cross-channel strategy. Consumers shop to find a solution to their problems. They do not mind whether they find it on Paid Search, through a Social Ad, or a remarketing ad; they just want to find it
  • On average, websites tend to convert at a 2%-4% rate, which means that 98% to 96% of users leave the site without buying anything.  Why should you bring these users back to the site through search when you could do it via remarketing at a fraction of the Paid Search cost? It’s a better idea to start remarketing and make sure your approach is as personalised as possible

What will NetBooster do next?

At NetBooster, we will analyse the effect of these changes on CTRs and CPCs over the coming months and produce a follow-up article with comprehensive results and a summary of how advertisers can best approach the new rules. These results will also showcase how well adverts in the new format are performing.

If you wish to discuss how these changes will affect your digital marketing strategy, please get in touch.

Architects@netbooster.co.uk   

 

PMDigital-website-featuredphoto

NetBooster og PM Digital indgår partnerskab og bliver et af verdens største selvstændige netværk inden for digital performance

Resultatet er en samlet international tilstedeværelse med over 25 afdelinger, 800 medarbejdere, 250 førende brands og administration af et mediebudget på mere end $500 mio.

NetBooster(FR0000079683 – ALNBT – PEA-PME-berettiget), et af de førende selvstændige bureauer i Europa og Mellemøsten inden for digital performance-markedsføring, og PM Digital, et af de førende selvstændige full service-marketingbureauer i USA, meddeler i dag, at de indgår et nyt strategisk forhold, som skaber muligheden for at de to bureauer kan arbejde sammen om at dele kunder, medarbejdere og teknologi.

Både PM Digital og NetBooster har en stærk baggrund i forhold til at levere markedsføringsløsninger, som hjælper kunder med at skabe synlighed og fremme deres digitale performance. Bureauernes samlede ekspertise vil primært gøre sig gældende inden for områder som PPC, SEO, CRM, displayannoncering/RTB, affiliate marketing, sociale netværk og UX/CRO, der alle understøttes af et stærkt udbud inden for data og analytics samt et kreativt team. Et samlet serviceudbud af denne slags skal gøre det muligt at nå ud til de forskellige brands’ vigtigste målgrupper, uanset hvor disse befinder sig.

NetBooster og PM Digital kan begge fremvise et imponerende generalieblad og besidder desuden et indgående kendskab til data og målgrupper, som de også formår at udnytte i praksis. Dette skaber grundlaget for et omfattende samarbejde i forhold til at levere højeffektive markedsføringsstrategier på tværs af flere kanaler til stærke brands, som ønsker at konsolidere deres position og relevans. Det strategiske partnerskab indgås på et vigtigt tidspunkt, hvor brands og kunder går efter at fremdyrke integrerede globale strategier indeholdende et helt igennem skræddersyet, lokaliseret islæt, samt identificere potentielle kunde- og produktmuligheder på tværs af de forskellige initiativer.

Tim Ringel, CEO hos NetBooster, udtaler: Den performance-baserede tilgang er helt afgørende for vores arbejdsform, der udfolder sig globalt og på tværs af flere kanaler. Takket være PM Digitals dybe rødder i direkte og integreret markedsføring, kombineret med deres exceptionelle kendskab til markedsføringskanaler, vil dette partnerskab give vores kunder en væsentlig konkurrencemæssig fordel. Sammen vil vi styrke forholdet til de vigtigste medieudbydere og markedets allerbedste data- og teknologipartnere. Iværksætterånden hos begge virksomheder er en afgørende drivkraft bag vores plan for global tilstedeværelse, hvor Asien og Stillehavsområdet er næste mål.”

Chris Paradysz, Co-CEO hos PM Digital, udtaler:NetBooster bringer en imponerende digital og vertikal ekspertise til bordet, som vil komplementere vores kombinerede portefølje indeholdende nogle af de førende brands inden for sektorer som detail, turisme og restauration, finans og økonomi, uddannelse, publicering, teknologi, telekommunikation, motorbranchen, nonprofit og B2B. Vores fælles engagement i forhold til kreativitet, innovation og performance vil styrke vores kunders overordnede initiativer og give dem mulighed for at gribe nye muligheder for at være i kontakt med og involvere relevante målgrupper over hele verden.


Om NetBooster Group www.netbooster.dk

NetBooster er et af de førende selvstændige bureauer i Europa inden for digital performance-markedsføring. Bureauet stiller sit omfattende kendskab til digital markedsføring til rådighed for sine kunder med henblik på at give dem det bedst mulige afkast af deres investeringer. Bureauet investerer i teknologi og dækker hele paletten inden for online markedsføring på tværs af dets europæiske netværk, bl.a. søgemaskineoptimering (SEO) og -marketing (SEM), data og analytics (DnA), Ground Control-teknologi, displayannoncering, affiliate marketing, online medier, kreativt arbejde, eCRM og sociale netværk, og kan tilbyde særlig ekspertise inden for fremtidens digitale markedsføring (sociale medier, video, Ad Exchange osv.). Aktier i NetBooster handles på NYSE Alternext Paris.

Om PM Digital www.pmdigital.com

PM Digital er et full service-marketingbureau specialiseret i innovative løsninger inden for betalt søgning (SEM), organisk søgning (SEO), displayannoncering, sociale netværk, indhold, e-mail, direct mail, trykte annoncer og indstik samt kreativ brand- og webudvikling. Med sit virke inden for direkte og digital markedsføring tager PM Digitals kernekompetencer udgangspunkt i en databaseret tilgang til at forstå, sigte efter, fremdyrke, opnå og optimere det, der kan skabe værdi for bureauets kunder. Som del af denne omfattende ekspertise benytter bureauet specialudviklede forsknings- og analyseværktøjer i eget navn, som er nogle af de bedste på markedet, til at hjælpe kunder med at træffe så velbegrundede markedsføringsbeslutninger som overhovedet muligt og styre udfaldet af deres initiativer. Med en kundeportefølje indeholdende nogle af de førende brands inden for vigtige sektorer som detail, finans og økonomi, uddannelse, publicering, teknologi, nonprofit og B2B har PM Digital konsolideret sit ry som værende et bureau med nogle af de vigtigste innovatører og frontfigurer i branchen.

Information | For mere information, kontakt:

Jens Nielsen
Head of Nordics & UK
jens.nielsen@netbooster.com
+45 28 89 47 27

NetBooster chooses Kontrapunkt agency to strengthen its brand globally

nb-kontrapunkt-graphic

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, has chosen the Scandinavian design and brand agency Kontrapunkt to handle the task of strengthening their brand and position worldwide.

With 500 consultants, 22 offices around the world and NetBooster has a unique position as one of the only independent, international digital agencies. Kontrapunkt will help sharpen and position NetBooster to reach their optimum level.

Tim Ringel, CEO of NetBooster commented “NetBooster has grown externally and acquired several agencies in different countries. Now we need to renew and unify our global brand and position. We have chosen Kontrapunkt, because they have a sharp strategic approach to design and branding, and because they see the value in being genuine and transparent – just like us.”

 “When NetBooster prioritises to develop their own brand, they show that they are willing to walk the talk in this respect. This I admire. We look forward to a collaboration that will mean a lot to both us and NetBooster. At Kontrapunkt, we specialize in brand development and brand design, while NetBooster delivers digital solutions that measure any marketing effort. I definitely see great potential in creating a synthesis of performance marketing and branding,” says Morten Gade, Partner at Kontrapunkt.

 


About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

Kontrapunkt
Morten Gade
Partner & Head of Digital, Kontrapunkt
Tel. +45 52145970
mga@kontrapunkt.com

NetBooster on growth track in the third quarter of 2015

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, today announces its results for the third quarter of 2015, showing an increase in growth on all levels.

During the third quarter of 2015, NetBooster achieved a gross margin of €8.8m from €7.9m in the same period in 2014 (growth of +11%), and a boosted EBITDA at €1.3m from €1.1m in the same period in 2014 (+18%), with a profitability coming in at 15% (14% in the prior year).

As previously stated (in the half-year results), the on-boarding of new blue chip clients such as Estée Lauder, Euromaster and Groupe SEB during the year, positively impacted the P&L. In addition, NetBooster is growing with existing clients such as Deutsche Telekom, by being the full service provider for them.With a traditional strong last quarter, the on-boarding of new clients and a promising sales pipeline in Q4, the management team is confident in keeping the growth track in quarter four of 2015 and beyond.

  2015-11-03 18_09_17-NetBooster - Q3 2015 PR_FINAL_03.11.2015- English - Microsoft Word

Based on the strong profitability and the achieved growth, the management team is exploring ways to enhance the NetBooster brand with the aim of strengthening NetBooster’s position in the market. Kontrapunkt, a Danish strategic branding agency, has been appointed to explore ways to revitalize and reposition the NetBooster brand and image in the next months.

 OUTLOOK

NetBooster is confident to accelerate the growth in Q4/2015 and is optimistic to reach the EBITDA target of minimum € 5.5m. The Company will provide further details on the 2016 strategic plans in January 2016.

Tim Ringel CEO of NetBooster, comments “We have been focusing on new business and growing the existing clients in the first half of this year. We are now on-boarding our first new customers to deliver growth for the Company. Thanks to our efforts in the last 3 years we are now starting to earn the results by being overwhelmed with new business inquires in the 2015 pitch season. We are proud of what we have achieved and are full of energy to step into a rapid acceleration of NetBooster’s Brand and Strategic offerings, across markets, continents and product areas in 2016.”


 DISCLAIMER

This press release contain forward looking statements including statements regarding NetBooster’s management intent, belief or current expectations with respect to NetBooster’s businesses and operations, market conditions, results of operation and financial condition, specific provisions and risk management practices. These statements are based on the current expectations and assumptions of NetBooster’s management and they are, therefore, subject to risks and uncertainties. Many factors can impact NetBooster’s results and performance, thus forecasts and hypothetical examples are subject to uncertainty and contingencies outside NetBooster’s control. Results and performance can be materially different from any future results or performance that may be expressed or implied by the forward looking statements contained in this press release. NetBooster does not undertake to implement any of the actions and operations that may be described in the forward looking statements. Moreover, we remind you that past performance is not a reliable indication of future performance.

This press release, including forecast financial information, should not be considered as advice or recommendation to investors or potential investors in relation to acquiring, selling or transfer by any means NetBooster’s securities. Before acting on any information included into this presentation, one should consider the appropriateness of the information, any relevant offer document and especially should seek for independent financial advice. It is reminded that all securities involve financial risks.

 

About NetBooster Group | www.netbooster.com

NetBooster isa leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

Financial Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

 

 

The Power of Presence

Investing in content has never been so vital.

So what is Content Marketing?

Content Marketing is a wide and encompassing topic, being any material that a brand decides to produce. It forms as the basis of what makes a brand a brand. It is what differentiates, reinforces, informs and persuades consumers to be loyal to your brand.

In Content Marketing, we have three main types of media:

Owned media, is material that the brand has produced itself. This could be shooting a video or writing an article.

Earned media, is material about the brand produced by other people, but the brand hasn’t paid them to do this. This could be a magazine inviting a spokesperson from the brand for an interview, or when a blogger writes about them.

Paid media, is any form of advertising that the brand has directly paid for. This could be everything from billboards and television commercials, to Pay Per Click (PPC) ads on Google.

Until fairly recently, content was formulated and produced by disconnected departments, who didn’t talk to each other. Later, companies decided to create Editorial and Content Committees where the heads of department would debate which content would be released. This was a step in right the direction, but it was still hard to define a common ground to agree. Usually, the Head of Product would demand new content, and the other departments would just comply with the request.

Why owned media is an investment that needs to be made

While paid media is highly accountable and transparent all the way to the actual ROI, when one buys one impression, one click or an action (lead, order, etc.), whatever the business model might be, one can know exactly the turnover one would receive and can calculate the margin right away. The decision of whether to create the paid media content is therefore made easy thanks to very detailed metrics.

The main reason it is so hard to find common ground on why and which owned/earned content to create is that, while companies have the feeling that it needs to be done, they still have a lot of difficulties quantifying the cash value it brings.

The answer to this question lies in the analysis of the conversion funnel. Let’s take retail as an example. In 2015, UK consumers go through about 20 ‘touchpoints’ (or exposures) with the brand before actually purchasing anything. Now, when investing in Display, PPC or Social ads it’s common to see only 8 touchpoints before conversions, you know there is quantitative gap versus your market. Putting it back into the broader context of the internet, what we’re seeing is an increase in the number of touchpoints before conversion. Internet users are now expecting more and more engagement with brands. This is what we call the power of presence. If your company doesn’t take digital space, that’s a lost opportunity and another brand will take it. So what better way to compete than creating content that will become part of the conversion funnel organically without having to pay for each impression or click like in paid media?

The_Power_Of_Presence  

How do I know what internet users expect?

Now that I know that content needs to be produced, how do I know what to produce?

Content is not only about selling and generating conversions. Content is important at any point of the conversion funnel. Content is relevant for everything from persuading you to buy the product, to instructions and after sales support.

It’s about mapping out what internet users expect and responding to it.

First, we analyse the behavioural data via our client’s web analytics tool. Here are some of the questions we ask ourselves:

  1. What kind of audience are coming to the website? Are they in line with who are actually buying in the end?
  2. Where do we see high bounce rates?
  3. Where do people leave the website? Are they coming back afterwards? Where did they go? Did they leave because they didn’t find a specific answer, that they found elsewhere? Or is it just part of the normal conversion funnel (e.g. we’re in the benchmark phase)?

If there is not enough data on the website, you might consider doing a quick research, i.e. surveying what look-a-likes (an audience with the same characteristic as yours) want to see from you.

These lead to the project questions:

  • How much informative content do we need?
  • How much inspiring content? What format?
  • How much content on what to buy and how to buy it?

This is the qualitative gap analysis.

How do I track the impact?

This is the most interesting part, because for some reason marketers are looking for a quick ROI from the content they produce. But then you might ask yourself, why do I do TV? Do I really sell from it? You might do. But isn’t TV more about brand recall and awareness?

Different content is created with different intentions, and not everything is just about sales. Some pages exist as a bridge to something else. Some rich media such as videos can be about building brand recall, but others might be about how to use a specific product.

So once it is decided that content has to be created and what, it is now about knowing where this content will feature in the conversion tunnel. You will see the content everywhere, so more than one KPI needs to be taken into account. I suggest four:

  • ROI (to the likes of the ecommerce team!)
  • brand awareness / reach (to the likes of your PR team!)
  • engagement (to the likes of your social media team!)
  • lifetime value (to the likes of your CRM department!)

http://www.demandmetric.com/content/content-marketing-infographic

Here’s four easy ways to track it in your webanalytics tool:

  • ROI: number of sales generated from this content (last click) or where the content contributed to it (assisted conversions)
  • Brand Awareness / Reach: Page Views, Unique Visitors broken down per page views, New Customers per page views
  • Engagement: How many actions (others than buying) have been done as a result of seeing the newly created content. This could include newsletter opt-ins
  • Customer lifetime value: do active clients see this content and does this contribute to cross/upselling?

Assess your new content using the KPIs and you will see the incredible value brought to your customers and the company.

Finally, how do I pitch it to my management/board?

  • Is this ROI friendly? Yes as the cost is less than traditional marketing and generates lots of conversions over time
  • Is this good for engagement? Yes if SEO groundwork is done and the content is accessible on all main media like Google, Facebook and other social networks, YouTube and on the website too
  • Is this good for brand recognition? Yes, because content encompasses different formats including videos and you can generate repetition on highly memorable formats at lower costs than any other marketing activity.

Overall, content marketing is an absolute requirement in your marketing mix and Data is a must to do your gap analysis and focus your investment on the pieces of content that are expected by your target audience.

 

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Native Gmail Ads relanceret i Adwords

Native Gmail ads er traditionelt kendt som Gmail Sponsored Promotions (GSP) og var tilgængelig i en adskilt platform for beta testning. Den 1 september blev GSP relanceret i Adwords platformen og omdøbt til Gmail ads. 

Sideløbende med, at dette blev annonceret på Adwords blog, udtalte Google:
’ I takt med at vi udviklede Gmail ads, testede vi forskellige formater, for at se hvad forbrugerne finder mest engagerende. En af de forbedringer vi lavede var, at fjerne standard text ads fra gmail, og i stedet vise færre høj-kvaliets native ads, som integrerer mere holistisk med inbox  oplevelsen.

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NetBooster offentligør deres halvårlige resultater for 2015

NetBooster, som er Europas ledende bureau inden for digital performance marketing, løfter i dag sløret for sine halvårlige resultater for 2015.

Det konsoliderede overskud er på €63.9m, hvilket svarer til en vækst på +8%, sammenlignet med juni 2014. NetBooster har desuden opnået et bruttooverskud på €17.2m, svarende til vækst på +1%, sammenlignet med samme periode i 2014. 

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Opkøbet af det hollanske digitale marketing bureau, Internet Advantage

NetBooster Group forstærker sit internationale fodaftryk gennem opkøbet af det hollanske digitale marketing bureau, Internet Advantage.

NetBooster, som er Europas ledende bureau inden for digital performance marketing, meddeler at det hollandske digitale marketings bureau, Internet Advantage, som har base i Utrech, er blevet opkøbt. Det nyopkøbte bureau vil operere under NetBooster Groups populære brand, metapeople, og vil være fuldt integreret i den globale NetBooster Group serviceydelse. 

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This Time It’s Personal

Personaliseret markedsføring vinder frem overalt på nettet. Vi bevæger os ind i en tidsalder, hvor reklamer vil være så relevante, at de ikke længere opfattes som generende, men derimod som en service for brugerne.

Har du undret dig over, hvorfor du på nettet bliver forfulgt af bannere for et par sko, du allerede har købt? Eller hvorfor dit fitness-center sender dig tilbud om zumba i Århus, når du bor i København?

Så er du en af dem, som sandsynligvis vil føle dig bedre tilpas med den reklameverden, vi vil se om 3-4 år. Mange mennesker opfatter i dag stadig reklamer som generende og irriterende, men det billede vil sandsynligvis ændre sig noget i løbet af de kommende år. Store virksomheder samler data ind om os som aldrig før, og vi befinder os kun i begyndelsen af en periode, hvor reklamerne vil blive fuldstændigt personaliserede og langt mere relevante, end vi har set før. Vi er på vej mod en tid, hvor grænsen mellem annoncer og nyttige services nærmest vil blive visket helt ud.

Verdens mest populære sociale websites og apps som Facebook, YouTube og Instagram har fået succes, fordi de tilbyder services, som er helt personaliserede. Man bestemmer selv, hvad man vil se på Facebook og kan optimere sit news-feed, så det er helt unikt. Søgninger på Google er også personaliserede, så vi får nogle søgeresultater, som er tilpasset til de præferencer, som søgemaskinen formoder, at vi har. På samme måde oplever vi nu, at annoncer på nettet i højere grad er ved at blive personaliserede, helt ned til den enkelte bruger.

Søger du på ”ads preferences” på Google og klikker på det øverste link, så vil du få et lille indblik i, hvilket billede Google har af dig. Og på Facebook har man mulighed for at downloade en meget stor fil med en del af de data, som det sociale netværk har samlet om dig som bruger. Disse data gør det muligt at opsætte langt mere relevante reklamer. Systemerne fungerer langtfra perfekt endnu, men de fører dog allerede på nuværende tidpspunkt til, at de annoncer, vi ser, er en lille smule mere relevante, end dem vi så for fem år siden.

Denne udvikling kommer til at fortsætte.

Googles CEO Larry Page blev fornylig spurgt om, hvorvidt han opfattede ad-blockers – altså programmer, der blokerer annoncer – som et problem. Til det svarede han, at det ikke er ad-blockers, som er problemet, men derimod dårlige annoncer. Det drejer sig ifølge Page om at skabe annoncer, som forbrugerne ikke har lyst til at fravælge.

År 2015: Et statisk Internet

Mens store virksomheder som Google og Facebook har indset værdien i at benytte brugernes data på nye konstruktive måder og tilbyde personaliserede services, så er 99,9 pct. af alle andre websites ikke personaliserede. Det mest normale er, at den samme version af websitet vises til alle brugere – ligegyldigt om man er mand eller kvinde, hvilken alder man har, og hvilken del af landet man bor i, ligegyldigt om man tidligere har besøgt websitet og eventuelt købt noget.

Det kommer til at ændre sig i løbet af de næste fem år.

En website-ejer har typisk en masse oplysninger om de besøgende. Det kan for eksempel være informationer om, hvilke sider på websitet brugeren besøgte sidste gang. Lad os sige, at jeg tidligere har været inde at se på et køkken på IKEA’s website. Så må man antage, at det er inden for køkkener, jeg har min interesse, og derfor er der ingen grund til, at forsiden af IKEA’s website viser mig billigt sengetøj, næste gang jeg er på besøg. Næste gang kunne forsiden være personaliseret, sådan at viste mig mere relevant information om køkkener.

Tilsvarende kan man som website-ejer have mange andre relevante oplysninger. Hvis der er tale om en webshop, har brugeren så købt noget tidligere, og hvilket køn, alder og geografisk placering har vedkommende? Alt dette kan bruges til at sammensætte den perfekte, personaliserede forside.

NetBooster har sat gang i to initiativer, som modsvarer udviklingen i retning af et mere personaliseret net. For det første er vi i gang med vores egen-udviklede projekt Ground Control, som fokuserer at opbygge en såkaldt DMP, en Data Management Platform. Dette er en database, som samler alle de informationer, der er relevante for at kunne vise de rette budskaber til de rette brugere. Eksempelvis gør Ground Control os i stand til at opbygge personaliserede websites og arbejde med 100 procent personaliseret display-annoncering.

Websitet indleder en samtale med brugerne

Det andet initiativ er et samarbejde som NetBooster har indledt med IBM og firmaets marketing automation-software Silverpop. Med Silverpop er man i stand til at udføre e-mail-marketing, som er langt mere relevant, end hvad man har kunnet tidligere.

Et eksempel på, hvordan Silverpop kan bruges, er et chokolade- og konfektfirma, som bruger websitet til at have en samtale med deres brugere. Hver gang man besøger websitet, får man et spørgsmål, som man kan vælge at besvare, eller lade være. Eksempelvis kan det være, websitet spørger, om man mest er til hvid eller mørk chokolade. Svarer man på spørgsmålet, bliver oplysningerne gemt – med brugerens tilladelse naturligvis – og næste gang man vender tilbage, får man et nyt spørgsmål, som kan give websitets ejere et bedre billede af, hvem brugeren er. Disse oplysninger kan så bruges til at ændre al den efterfølgende kommunikation, både på websitet og i e-mail, til at afspejle de præferencer, som brugeren har. Det sikrer en langt mere relevant og personaliseret kommunikation, som i sidste ende fører til højere brugertilfredshed og til øget salg for virksomheden.

Vi bevæger os fra et paradigme, hvor brugerne er et publikum, til en situation, hvor de i højere grad er konversationspartnere i en dialog, som går ud på at styrke og forbedre relationen mellem brugeren og virksomheden. Og som – hvis den foretages rigtigt – vil føre til, at salget og reklamen ikke opfattes som generende, men tværtimod meget vedkommende.

Udfordringen for virksomhederne er at gøre dette på en måde, som ikke fører til, at brugerne føler sig overvåget eller forfulgt, men derimod opfatter sig som modtagere af en service. Som forbruger skal man have et valg. Det skal være let at sige nej til personaliseringen. Og omvendt skal brugere, som er mere positive over for udviklingen, have mulighed for at sige ja til den moderne ”bytteøkonomi”, hvor man afgiver sine personinformationer imod gratis at få adgang til fantastiske services, som gør verden lettere.

Skrevet af: Christian Kongsted, Senior Online Consultant, NetBooster Denmark

Kom med til metapeoples ‘Performance Night’

performance-night-featured

I dag åbnes registreringen til metapeoples “Performance Night” 2015.

Gå ikke glip af denne aften! Du kan nu registrere dig online på  www.performance-night.com. Grundet den store efterspørgsel kan der ikke registreres flere end 3 personer per virksomhed.

NetBooster og deres tyske datterselskab, metapeople, er værterne for networking eventen, “Performance night” by metapeople, som åbner dørene for 11. gang tirsdag d. 15. september 2015. Eventen henvender sig til online marketing entusiaster og afholdes på Wolkenburg i Cologne, Tyskland. “Performance Night” by metapeople er blevet en af de mest populære events afholdt op til dmexco trade fair og er den ideelle opvarmning for det internationale marketing community.

Julius Ewig, Managing Director i Tyskland kommenterede: “Først til mølle-princippet gælder igen i år. Vores Performance Night er så populær, at eventen var fuldt booket af 1300 deltagere og 21 sponsorer 3 uger før afholdelse forrige år.”

Sponsorater

Den populære event er før blevet sponsoreret og støttet af virksomheder såsom: Deutsche Telekom, DEVK, Office Depot, Payback, Jochen Schweizer, Ve Interactive, Tradedoubler, The Reach Group, BeOn, Zanox, Affilinet, Sparwelt, Sparhandy, Nexeps, Zarenga og Reach AD.

Virksomheder som ønsker at være repræsenteret til “Performance Night” by metapeople kan med fordel vælge en af de attraktive tilbud for sponsorater og support af den populære event. Der kan findes mere information om alle mulighederne for sponsorater til “Performance Night” på www.performance-night.com


Om NetBooster Group | www.netbooster.com

NetBooster er et selvstændigt internationalt digitalt markedsføringsbureau med 21 kontorer i 11 lande. NetBoosters ca. 475 medarbejdere er eksperter i digital markedsføring og arbejder for at optimere vores kunders digitale performance. Vi investerer i teknologi, og i vores europæiske netværk har vi viden, der dækker hele paletten inden for digital markedsføring: SEO, SEM, data og analytics (DnA), GroundControl teknologi, displayannoncering, affiliate, online medier, studio, eCRM og sociale netværk, hvor vi har styr på, hvordan digital markedsføring udvikler sig (sociale medier, video, Ad exchange mv.). Aktier i NetBooster handles på NYSE Alternext Paris.

Information:

Kommunication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

metapeople GmbH
Laura Schramm
Corporate Identity Manager
Tel. 00 49 203 41050-157
laura.schramm@metapeople.com 

Vorlage_Features Imagel_Events

NetBooster deltager i dmexco

NetBooster, et ledende, selvstændigt, europæisk bureau inden for digital performance marketing, annoncerer i dag deltagelse i dmexco trade fair – the digital Marketing Exposition & Conference.

Med et budskab ikke langt fra dmexco 2015’s slogan… “Your Digital Performance Architects”, deltager NetBooster og datterselskab metapeople, i dette års dmexco fra d. 16. til 17. september i Cologne, Tyskland.

dmexco trade fair er verdens ledende udstilling for den digitale industri med fokus på marketing, medier og teknologi. NetBooster vil med deres tilstedeværelse i år fokusere på at fremvise interaktionen mellem forskellige online marketing-kanaler – såsom affiliate, display annoncering, PPC, SEO, Data/Analytics og sociale medier.

Managing Director i Tyskland, Julius Ewig, forklarer idéen bag sloganet:
“I dag må et succesfuldt performance marketing bureau kunne tilbyde løsninger til komplekse problemstillinger, som deres kunder står overfor. På samme måde som arkitekter designer bygninger, så skaber, planlægger og implementerer vi digitale løsninger for vores kunder. Vi samler de individuelle byggesten og skaber strukturen”

Stefan Doll, Director of Operations i metapeople Tyskland, tilføjer: “Sloganet for dette års dmexco, “Bridging Worlds”, passer meget godt på vores tilgang. Det handler om at bygge broer mellem verdener. Sammen med vores moderselskab, NetBooster, skaber vores digitale arkitekter løsninger, der udfylder hullet mellem forskellige kanaler og markeder. Vi hjælper store brands med implementering af succesfulde digitale strategier og transformationer både nationalt og internationalt”.

Du finder NetBooster og metapeople i hal 6.1 stand nr. F058.


Om NetBooster Group | www.netbooster.dk

NetBooster er et selvstændigt internationalt digitalt markedsføringsbureau med 21 kontorer i 11 lande. NetBoosters ca. 475 medarbejdere er eksperter i digital markedsføring og arbejder for at optimere vores kunders digitale performance. Vi investerer i teknologi, og i vores europæiske netværk har vi viden, der dækker hele paletten inden for digital markedsføring: SEO, SEM, data og analytics (DnA), GroundControl teknologi, displayannoncering, affiliate, online medier, studio, eCRM og sociale netværk, hvor vi har styr på, hvordan digital markedsføring udvikler sig (sociale medier, video, Ad exchange mv.). Aktier i NetBooster handles på NYSE Alternext Paris

Information:

Kommunication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Presse kontakt
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

metapeople GmbH
Laura Schramm
Corporate Identity Manager
Tel. 00 49 203 41050-157
laura.schramm@metapeople.com 

 

NetBooster offentligør deres resultater for Q2/2015

NetBooster, et ledende, selvstændigt, europæisk bureau inden for digital performance marketing, annoncer i dag deres resultater for andet kvartal i 2015. Dette med en øgning i EBITDA på 20%. I andet kvartal af 2015 rapporterer NetBooster en forøgelse af EBITDA til €1.2m fra €1m for samme periode i 2014. Lønsomheden er øget til 13.8% fra 11.6% forrige år.

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NetBooster går sammen med Euromaster om at udvikle deres digitale strategi europæisk

NetBooster (FR0000079683 – ALNBT – PEA-PME støtteberettiget) et ledende, selvstændigt europæisk bureau inden for digital performance marketing, melder ud om nyt samarbejde med Euromaster, en del af Michelin Group.

NetBooster er blevet valgt til at hjælpe Euromaster med at udvikle og implementere deres internationale digital performance strategi i hele Europa ved brug af SEO, PPC, Display-annoncering, sociale medier, RTB og CRM.

NetBooster hjælper virksomheder med deres digitale strategi med et mål om at rykke digital markedsføring til næste niveau med cross-channel og consumer-centric-fokuserede strategier. 3D metodologien, en eksklusiv user-centric tilgang der maksimerer interaktionen mellem kanaler, som NetBooster arbejder ud fra, er med til at gøre dem til et europæisk bureau, der er i stand til at løfte opgaver og digitale udfordringer for internationale kunder såsom Euromaster.

Men deres tilstedeværelse i 17 lande, 10.600 medarbejdere og en omsætning på  €1,832m i 2014, er Euromaster en af de største udbydere af dæk og bilservices i Europa.

Ulrike Ristau-Hutter, Chief Digital Officer i Euromaster Group, fortæller: “En af vores største udfordringer i Euromaster er at generere traffik til vores point of sales og websites. Vi stoler på NetBooster som partner, og har valgt dem til at implementere vores digitale transformation og især ift. vores tilgang til online handel – og er derved en essentiel del af vores digitale strategi. Deres performance, cross-channel-løsninger, erfaring med bilindustrien samt deres internationale dækning i kraft af deres omfattende bureaunetværk, var vigtige elementer i vores beslutning.

Tim Ringel, CEO of NetBooster  kommenterede: “Vi er stolte af, at Euromaster har valgt NetBooster til at hjælpe med deres vækststrategi og digitale transformation i Europa. Vi tror på, at NetBooster er et perfekt match til Euromasters behov. Transperante og internationale digitale strategier, skabt og eksekveret af et selvstændigt bureaunetværk som NetBooster, er fremtiden for ’blue chip’ kunder i Europa og resten af verden”.


Om NetBooster Group | www.netbooster.dk
NetBooster er et selvstændigt internationalt digitalt markedsføringsbureau med 21 kontorer i 11 lande. NetBoosters ca. 475 medarbejdere er eksperter i digital markedsføring og arbejder for at optimere vores kunders digitale performance. Vi investerer i teknologi, og i vores europæiske netværk har vi viden, der dækker hele paletten inden for digital markedsføring: SEO, SEM, data og analytics (DnA), GroundControl teknologi, displayannoncering, affiliate, online medier, studio, eCRM og sociale netværk, hvor vi har styr på, hvordan digital markedsføring udvikler sig (sociale medier, video, Ad exchange mv.). Aktier i NetBooster handles på NYSE Alternext Paris.

About Euromaster Group I www.euromastergroup.dk 
EUROMASTER, det Michelin Group-ejede datterselskab, tilbyder løsninger til vedligeholdelse af køretøjer (såsom rutinecheck af bremsere, air-conditioning etc) og dæk til privat- og erhvervskunder.

  • 2458 centre, integrerede og franchises
  • 10,600 medarbejdere
  • Omsætning på €1,800 milliarder i 2014
  • 8 millioner dæk solgt årligt
  • 2503 mobile workshops i 17 lande
  • Assistance i Euromaster servicecentreeller on-site hos kunden

Group Communication  
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Wendy Rigal
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

BNP Paribas’ datterselskab, Hello bank!, vælger NetBooster som Data & Analytics-partner

NetBooster, et ledende, selvstændigt europæisk bureau inden for digital markedsføring, melder i dag ud om nyt partnerskab med Hello bank! Et online datterselskab af BNP Paribas. NetBooster vil fungere som strategisk rådgiver og vil bl.a. hjælpe Hello bank! med at definere mål for indsamling af data samt udvælge de rette værktøjer og platforme. Opgaven gælder det franske, belgiske og italienske marked for både Hello bank! og BNP Paribas’ bureauer. Derudover også det tyske marked for Hello bank!. Læs mere her.

Bid Optimisations: Time To Leave The ROI Approach Behind

The Importance Of Bid Optimisations

Finding your optimal bids matters. Bidding too aggressively on a keyword or product can exhaust precious budget very quickly and not deliver expected returns. Being too conservative on profitable queries will make you miss opportunities to generate additional business. With competition on the digital landscape on the rise success is more and more determined by bidding and budget allocation. The price to pay for suboptimal bidding strategies is no longer affordable.

The Key Performance Objective

For most businesses running performance marketing campaigns, the key goal is profit. Maximising the level of profit generated for the business through online channels by delivering new customers as well as increased transactions from the existing ones. Depending on the organisation and the complexity of the business, measuring profit can be more or less straight forward. But regardless of the complexity of the cost structure of a business, one objective seems very clear in most cases: maximising gross margin, i.e. revenue from performance marketing activities minus all variable costs.

The Problem With ROI: Example

To illustrate the limitations of the ROI approach let’s look at the following Google Shopping example with two products:

The Problem With ROI: Example 1

Products 1 & 2 have the same level of CPC and the same avg. order value. However, these products have different conversion rates (CR). While 1 is returning a conversion for every 12.5 clicks, 2 only needs on average 10 clicks to achieve a sale. As a result, product 1 shows poorer CPA and ROI than product 2. A £20,000 budget split equally between both products would provide the following results:

 The Problem With ROI: Example 2

With the £10k investment we can buy 4k clicks on product 1 and generate £64k revenue. The same investment buys the same number of clicks on product 2, but with the higher CR this budget returns more conversions and a higher £80k revenue figure. Based on these numbers it seems very clear that the budget allocation between both products is not optimal. Or is it?

What we haven’t considered so far is the cost of each product for the retailer. For both manufacturers and distributors, the sale price is not necessarily an accurate measure of the value of each sale.

The Problem With ROI: Example 3

In this example, taking manufacturing costs into account reveals that every printer sale is 1.5 times more valuable for the business than those of office chairs. Product 1 returns a margin of £150 per unit sold versus just £100 for product 2. Looking at revenue and ROI earlier we concluded that if we had to choose between investing in PPC for printers or investing in office chairs, the latter were the smart choice. But are they?!

The Problem With ROI: Example 4

Actually, our initial conclusion was wrong, printers have a 20% higher margin after PPC costs than office chairs. Revenue and ROI were misleading in this example. If we had to choose between allocating a £10k budget to one or the other the most profitable option for the business is product 1.

Customer Life Time Value

Margins are not the only issue with the ROI approach. Businesses facing increasing new customer acquisition costs will put great effort into retaining those customers for as long as possible. Although winning customers’ loyalty is no easy task, there are powerful tools and strategies that can boost retention and customer life time value. In this context, any new customer acquisition investment must be assessed fairly factoring in the quantity and quality of new business. A link must be established between investing in new business acquisition now and the value those new customers will deliver for the business later, in order to make the right decisions. ROI, as it is commonly used by digital marketers today, entirely disregards any future return from current investment.

From CPA To ROI To… Click Value!

With improvement in tracking technology and the availability of data, the industry has moved from a transaction oriented approach (CPA-based optimisations) to focusing on revenue. ROI-based optimisations have allowed us to maximise revenue within a given budget. For some advertisers, this strategy will indeed provide optimal results. But for many others, product margins and customer life time value are key considerations that simply cannot be ignored.

It is time for digital professionals and advertisers to work closer together. A new metric is needed. And its calculation requires a combination of business intelligence and tracking data. We know with certainty what each click costs. It is time we figure out how much each click is truly worth and optimise our bids on that basis. It is time to move to Click Value.

Performance Night event logo

Performance Night 2015

NetBooster Groups datterselskab, metapeople GmbH og deres brand metaapes, står bag den 11. “Performance Night” samme aften som dmexco Trade Fair afholdes.

NetBooster Group, en ledende og selvstændig gruppe af europæiske bureauer, melder ud, at “Performance Night” by metapeople igen åbner dørene for digital marketing entusiaster tirsdag d. 15. september 2015. Eventen foregår på Wolkenburg i Cologne, Tyskland.

“Performance Night” er over de sidste elleve år blevet den mest populære afholdte event op til den internationale digital marketing event, dmexco. “Performance Night” by metapeople er den ideelle opvarmning for alle inden for digital marketing.

“Igen i år forventer vi, at vores networking event vil give dig den perfekte kick-start til dmexco”, fortæller Julius Ewig, Managing Director i metapeople. “Jeg ser frem til en masse spændende diskussioner”.

Sidste år blev “Performance Night” besøgt af mere end 1200 personer fra flere end 15 forskellige lande og støttet af 21 sponsorer. Eventen i 2014 var desuden helt booket 3 uger før afholdelse. I år forventer man over 1200 besøgende.

Bliv sponsor

Virksomheder der ønsker tilstedeværelse til “Performance Night” by metapeople kan benytte sig af de attraktive sponsoraftaler til eventen. Tilbud og mere info om sponsorering af “Performance Night” by metapeople kan findes på www.performance-night.com

Information

Dato: Tuesday, 15th September 2015
Tid:  7:00 pm
Sted: Wolkenburg, Mauritiussteinweg 59, 50676 Cologne – Germany 


About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

About metapeople GmbH I www.metapeople.com

As an agency for effective Performance-Marketing metapeople GmbH, cooperating with a network of national and international agencies around the world, offers premium one-stop solutions in the fields of Search-Engine-Marketing, Search-Engine-Optimisation, Affiliate-Marketing, Social-Media, Online-Media, Consulting and Tracking from one source. 

In May 2011, metapeople was acquired by NetBooster Group. This change has allowed metapeople to enhance its international reach and achieve the best possible performance campaigns for its customers by using product synergies throughout all European markets. NetBooster operates 21 Offices worldwide, handling international blue chip clients from around the world deploying digital campaigns and strategies with 450 experts in more than 70 markets around the globe.

For more information please contact:  

metapeople GmbH

Laura Schramm
Manager Corporate Identity
+49 20341050-157
laura.schramm@metapeople.com

NetBooster

Alexia Cassini
Group Communication Manager
+33 ( 0)1 40 40 27 00                                               
acassini@netbooster.com

Do clicks in search results affect your rankings?

Clicks-in-search

The statement that organic clicks affect your rankings is a controversial one. If clicks affect the rankings, would that mean that it becomes harder to change the rankings, as the number one placement gets all the clicks? Or that spammers would be able to click-spam their way to the top?

First of all, let me state my source for this statement:

Danny Sullivan’s Twitter Status

clicks-dannysullivan

What exactly does this mean for SEO?

To start us off, Gary Moyle, Head of SEO at NetBooster, created a whitepaper on rankings and clicks that showed how many more clicks you get for each increased ranking. You can download his white paper “One click curve to rule them all” from our website. The white paper provides insight into what positions are valuable and where you might actually run into a few dips in traffic, even though you’ve gained positions. However, Gary’s curve is a statistical one and there are still ways for a lower position to get more clicks than a higher one. The trick is to create a snippet that is better than all the others, especially the one directly above your placement. For those of you who don’t have a bag of tricks to craft good snippets, I’ll give you few here:

  1. The almighty rich snippet tool – this tool lets you know what special snippets Google’s currently running. My favourite was taken away a while back; it was the author snippet, where I got to show my face or avatar directly in the search result (a real ego boost). But check out the examples supplied by Google!

  2. Schema.org – If you find a good match for a snippet, you’ll need to visit schema.org in order to look-up the schema needed. Remember that the snippet has to match the content of the page; you can’t fool Google. One thing all websites can do is implement a better presentation of their URLs in the search results. Basically, schema.org offers information on how-to insert more data into the HTML-code, in a way that allows search engines to read it.

  3. SEOmofo snippet optimizer – This great tool lets you write the title and description of a page and see if you’re within the pixel limits of the snippet. You want to make sure the snippet isn’t cut short because you’ve inserted too much text, for example.

  4. Google Webmaster Tool– Using this tool, you can view your actual click-through-rate (CTR) for a specific page or query. You can also check the CTR for the page you’re optimising and test different titles and descriptions. I usually find that short, and concise, titles and full-length descriptions work best. Try to target the query very specifically, and make sure the user understands the page.

What about spamming and manipulation?

Organic clicks are used as a divider. If the pages are close in value, and one snippet is attracting more clicks, that page will gain a position over the other one. This means you can’t start generating lots of clicks to your site, and bring it up from a position, if it’s further down in the search results. Also Google won’t be deceived, they will use statistics and control groups to make sure the clicks are genuine.

So really, the statement that clicks affect the rankings doesn’t really change much, but it does highlights the importance of spending time crafting good snippets.

NetBooster publishes its first Quarter 2015 Results: EBITDA growth continues

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, today announces its results for the first quarter of 2015, with an EBIDTA growth continuing successfully.  

In the first three months of 2015, NetBooster recorded an increase in EBITDA at €0.9m, from €0.7m in the same period 2014 (+29%) and a profitability level of 10.7% (8.2% in prior year). NetBooster’s Data & Analytics department starting projects with several new clients in the last months of 2014 supported the growth in EBIDTA during the quarter.

Q1 English

Gross Margin is stable at €8.4m (€8.5m in prior year). The win of new blue chip clients such as Adidas, Estée Lauder, Pierre & Vacances, Merck and Ulla Popken has been absorbed, from a Gross Margin perspective, by reduced budgets of existing clients (for example Bouygues Telecom).

OUTLOOK 2015
The management has set an EBITDA target of €5.5m to €6.0m for 2015 and continues to be confident that NetBooster is in a good position to achieve record results in the current year.

Tim Ringel, CEO of NetBooster, commented: “Our Q1, 2015 numbers show that NetBooster is delivering solid and consistent financial results paired with new client wins on a monthly basis. NetBooster is ready for expansion and will do so due to new blue chip clients, an overall product strategy and geographical scale. Thanks to the transparent business model with our clients and the involvement in our customer’s digital strategy, we are positioned right next to the big media agencies as the new challenger in the industry.


DISCLAIMER

This press release contain forward looking statements including statements regarding NetBooster’s management intent, belief or current expectations with respect to NetBooster’s businesses and operations, market conditions, results of operation and financial condition, specific provisions and risk management practices. These statements are based on the current expectations and assumptions of NetBooster’s management and they are, therefore, subject to risks and uncertainties. Many factors can impact NetBooster’s results and performance, thus forecasts and hypothetical examples are subject to uncertainty and contingencies outside NetBooster’s control. Results and performance can be materially different from any future results or performance that may be expressed or implied by the forward looking statements contained in this press release. NetBooster does not undertake to implement any of the actions and operations that may be described in the forward looking statements. Moreover, we remind you that past performance is not a reliable indication of future performance.
This press release, including forecast financial information, should not be considered as advice or recommendation to investors or potential investors in relation to acquiring, selling or transfer by any means NetBooster’s securities. Before acting on any information included into this presentation, one should consider the appropriateness of the information, any relevant offer document and especially should seek for independent financial advice. It is reminded that all securities involve financial risks.

 

About NetBooster Group | www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.).  Shares in NetBooster are traded on the NYSE Alternext Paris.

 

Financial Communication 
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact
ALIZE RP
Caroline Carmagnol / Sophie Colin
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

What Google’s Mobile Friendly Algorithm Means For Your Site

**Hot off the press**

Google have launched their mobile friendly algorithm today! As anticipated in our post last month ‘Are you ready for Google’s new mobile friendly Algorithm‘, the change will affect mobile searches in all languages worldwide and will significantly impact mobile visits to your website if it’s not optimised. Whilst it’s not quite the “mobilegeddon” that many are predicting, it is likely to have a significant impact!

If you see a mobile friendly message next to your result then you don’t have anything to worry about in the short term. The update works on a page-by-page basis and is effectively rolled out in real-time (i.e. as soon as you publish the required changes and the page is indexed by Google, you’ll see the mobile friendly label).

Mobile search results

Image caption: Mobile search results

In the long term, you should focus on improving the speed of your mobile website and making sure you deliver the right content on mobile devices: Google and other search engines are set to continue to focus on mobile as part of their ongoing algorithmic roadmap.

Now this focus on mobile is nothing new. Google has been encouraging publishers to focus on mobile experience for some time due to the huge growth of mobile devices. 2015 will be a landmark year in search as mobile traffic is likely to overtake that of desktop for the first time. Google are essentially marking this by making mobile experience a de facto ranking signal.

If you’re a publisher that also uses apps, then it’s also a good opportunity to take advantage of app indexing: in the future, Google will surface more content from indexed apps more prominently in its mobile search results.

You can easily find out if your website is providing a good user experience using Google’s Mobile-Friendly Test and Google also has a useful guide to mobile-friendly sites if you want to explore the subject further.

We recommend that you closely monitor your mobile organic traffic over the next few weeks and ensure that all of your important landing pages have the mobile friendly tag as soon as possible. We have been working closely with our clients to prepare for this update, as mobile SEO can be complex to understand and implement correctly. It should also be fully integrated into your wider digital strategy if you want to truly maximise the online opportunity.

If you’d like to discuss how to improve your mobile SEO strategy then please get in touch with NetBooster today.

Links used in article

https://www.google.com/webmasters/tools/mobile-friendly/

https://developers.google.com/webmasters/mobile-sites/get-started/

https://developers.google.com/app-indexing/webmasters/details

NetBooster publishes its Year-End 2014 Results

NetBooster – 2014 RESULTS 

Moving from restructuring to growth in 2015 

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, today announces its financial results for year-ended 2014.

For the year-ended 2014, NetBooster recorded an EBITDA of €4.5m (compared to €2.7m in 2013) and a Gross Margin of €34.2m (stable compared to 2013, €34.4m) leading to a profitability level of 13.1% (compared to 7.9% for the year-ended 2013). Despite goodwill amortization of €4.0m under French GAAP, the Company is reporting a positive Net income.

In 2014, the Management team restructured the company and refocused efforts from a client, management, product and financial perspective. Principle amongst these included:

  • A decision to exit unprofitable client relationships, thereby accepting a decline in Revenue from €133m to €166m, whilst keeping a stable level of Gross Margin, which is the leading indicator for the operational business performance.
  • Optimising the Group’s cost base; consolidating its business activities in the UK, squeezing out minority shareholders in Guava Holding and thereby reducing the listing and associated costs therewith, combining the Company’s three German units and resizing the French business to actively improve profitability locally.
  • Streamlining our vision, aligning our product offering towards clients’ needs and improving our communication strategy. With a unique product offering, the right size to attract clients and by being a full service digital agency. NetBooster is challenging the big media agencies as they are just starting to turn to digital.
  • New client wins with attractive blue chip, multinational players such as Estée Lauder, PSA, Nestlé, Ringier, AXA Assistance, Standard Chartered, Jennyfer, Speedo and Maplin, providing a strong platform for future growth. 

 

2014 results

 Management confirms outlook 2015

With 2014 being the best financial year in the company’s history, the management is confident to confirm its outlook, targeting €5.5m to €6.0m EBITDA for 2015.

NetBooster’s CEO, Tim Ringel, commented: “The year 2014 has been a clear proof for the Management and our Team that we can deliver outstanding results, by focusing on our digital DNA. Our objective for 2015 is to keep challenging the big media agencies and win more business across all services, but especially in the Data and Consultancy area. Thanks to the work of our team, and the trust of our clients and investors, NetBooster is now well positioned to be the digital performance architects for advertisers in their digital advertising transition (going forward).”

The consolidated Balance Sheet, Profit & Loss and Cash Flow Statement are available on the Investor Relations section of our website – www.netbooster.com/investor-relations/

EVENT – Year-end 2014 Results

Tim Ringel (CEO), Tom Armbruster (COO) and Vincent Added (CFO) will hold an event for press, equity analysts and investors at 9.30am CET / FR on Wednesday, 8th April 2015 at the offices of NetBooster, 4-6 Passage Louis Philippe, 75011 Paris.

To attend, please contact Alize RP – Tel. +33 1 44 54 36 61

- – END – -

DISCLAIMER
This press release contain forward looking statements including statements regarding NetBooster’s management intent, belief or current expectations with respect to NetBooster’s businesses and operations, market conditions, results of operation and financial condition, specific provisions and risk management practices. These statements are based on the current expectations and assumptions of NetBooster’s management and they are, therefore, subject to risks and uncertainties. Many factors can impact NetBooster’s results and performance, thus forecasts and hypothetical examples are subject to uncertainty and contingencies outside NetBooster’s control. Results and performance can be materially different from any future results or performance that may be expressed or implied by the forward looking statements contained in this press release. NetBooster does not undertake to implement any of the actions and operations that may be described in the forward looking statements. Moreover, we remind you that past performance is not a reliable indication of future performance.
This press release, including forecast financial information, should not be considered as advice or recommendation to investors or potential investors in relation to acquiring, selling or transfer by any means NetBooster’s securities. Before acting on any information included into this presentation, one should consider the appropriateness of the information, any relevant offer document and especially should seek for independent financial advice. It is reminded that all securities involve financial risks.


About NetBooster Group
www.netbooster.com

NetBooster is a leading independent European agency in digital performance marketing that makes its comprehensive expertise of digital marketing available to its clients to achieve the best possible performance for their investments. The agency invests in technology and covers the entire chain of online marketing through its European network: search engine optimisation and marketing, data and analytics (DnA), GroundControl Technology, display, affiliation, online media, creation, eCRM and social networks, with a recognised expertise in tomorrow’s digital marketing (Social Media, Video, Ad Exchange, etc.). Shares in NetBooster are traded on the NYSE Alternext Paris.


Information
| For more information please contact:

Financial Communication 
Alexia Cassini (Group Communication Manager)
NetBooster S.A.
Tel. 00 33 (0)1 40 40 27 00
acassini@netbooster.com

Press Contact 
ALIZE RP
Caroline Carmagnol / Sophie Colin
Tel. 00 33 (0)1 44 54 36 66
netbooster@alizerp.com

Er du forberedt på Googles nye mobilvenlige algoritme?

Google lancerer i april, deres nye mobilvenlige algoritme, der ser ud til at blive større end både ’Panda’ og ’Penguin’. Det betyder, at redaktører fremadrettet skal arbejde mere seriøst med at optimere deres mobile hjemmesider, eller risikere at miste en stor andel af den mobile trafik.

Algoritmen, som bliver lanceret tirsdag den 21. april, 2015, kommer ifølge Google til at have stor indflydelse på mobil trafik. Effekten vil i høj grad afhænge af den eksisterende mobiltrafik til din hjemmeside, men med den eksplosive vækst inden for mobilbrug, kan dette betyde en nedgang i trafikken på helt op til 50 %.

Vi anbefaler, at du undersøger status for din mobile hjemmeside via Google Webmaster Tool og gennemser eventuelle anmærkninger om brugervenlighed for at identificere og rette alle fejl i tide. Alternativt kan du benytte Googles ”Mobile Friendly Testing Tool”, kan være brugbart til at identificere fejl og mangler.

NetBooster are nominated for two European Search Awards

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), a leading independent European agency in digital performance marketing, has been nominated for two awards at the European Search Awards 2015

The nominations are for NetBooster’s campaign for Scandinavian online fashion retailer Nelly.com.

The campaign for Nelly.com, ‘going glocal’, has been nominated for Best PPC Campaign and Best Pan European Campaign, which utilises NetBooster’s 3D strategy, a unique cross channel methodology to target audience segments.

The European Search Awards focuses on search marketing and celebrates the best PPC, SEO and Content Marketing from all over Europe.

Emmanuel Arendarczyk, UK Country Manager at NetBooster, commented “…I am extremely proud of our team’s achievement which is a clear testament to our cross channel and data driven approach that we apply to every client.”

The European Search Awards 2015 ceremony is being held in Berlin, Germany on Wednesday 22 April 2015.

Digitale Trends 2015

Ved denne tid sidst år spekulerede vi over fremtidsudsigterne for 2014. Den digitale udvikling har forsat påvirkede verdenen med endnu nyere tilgange og værktøjer – forbedret kampagner, målretnings muligheder indenfor search, mobil-mærker i search. øget reach indenfor programmatic display, væksten af Chromecast og digitale ad exchanges, herudover har DMP skabt muligheder for alle. Så spørgsmålet for det kommende år er: Hvad kan vi forvente af den digitale udvikling over de næste 12 måneder? Her er NetBoosters forudsigelser for Digitale Trends i 2015.

Digital Trends 2015

Retailers, how not to mess up Christmas

With December just a couple of months away, thoughts will soon turn to buying those festive gifts and stocking fillers. Whilst some customers prepare for the impending high street battles and aisle onslaughts, others will be opting to carry out transactions online where they may discover that the purchasing process is just as tough to navigate.

Christmas shopping

But what is the key to a successful Christmas?

Understanding the challenges for both the consumer and business is vital to designing the perfect digital strategy. This is pivotal in guiding the consumer through the whole gift-buying process and earning their lifetime custom.

From a Consumer perspective , the main challenges are to ensure that customer expectations are managed and all promises are met. Buyers can be lulled into a false sense of security during this peak shopping period, where they will be expecting more out of any business. Typically you want to be able to search quickly for the ideal gift, at the time that is convenient to you and ultimately then be able to locate and receive the selected purchase in a place that is suitable. Customers are always on the move and fully responsive across all devices and channels, there’s no surprise that there’s a cross-section of savvy shoppers sourcing the best value for money for their purchases with high demands.

From a Business perspective, Christmas is a crucial and profitable time of year, yet with so many steps within the delivery chain open to problems, retailers need to be aware of the common pitfalls: Ranging from adverse weather conditions as witnessed last year, through to limited resources and failed opportunities. Disappointed customers are detrimental for any retailer – ensure you can build relationships with your customers based on accurate reliable information, follow their journey and be available to respond to queries in a timely manner when required to do so. In order to achieve success in all these areas, retailers need to make sure that they are communicating efficiently. Your customers show they’re loyal to you – how loyal are you to them?

For those who have no idea what to buy, the most daunting and time consuming part in the gift-giving process can simply be finding the perfect present. It is therefore imperative for retailers to consider how their customers’ purchasing traits can shift during the run up to Christmas. Pick early enough the Christmas trend and you’ll succeed in acquiring the customer at the lowest cost with time to have your supply chain ready.

 download button

Through the looking glass: Google Penguin 3.0 Update

More than a year since the release of Penguin 2.0, Google has now updated their Penguin filter. This update started on Friday 17/10 and was rolled out over that weekend. What’s Penguin, you ask? In short, Penguin is an algorithm that targets webspam.

A filter to end all spam

Unlike the rest of Google’s’ algorithms, which run all the time, Penguin (along with Panda) is a filter. This means that once in a while Google will run their entire index through the filter, and sort out everything they consider link-spam. If you are hit you have to wait for the next iteration of the filter before you are included, even if you delete all your ‘spammy’ links.

More of the same

It’s too early to precisely say what is targeted, but the first reports show that the new penguin filter penalizes sites that

  • Have links from empty pages filled with links (link building software will create a lot of those)
  • Have links from unrelated Web 2.0’s
  • Have links from SAPE (a private network where link buying occurs) and other Russian link networks
  • Have a large percentage of keyword rich anchor text links.

In short, the name of the game is still the same – don’t build ‘spammy’ links and avoid using keyword rich anchor text, although Penguin 3.0 in general seems to have a larger tolerance than its predecessors. Perhaps this will be tweaked in an coming update.

Been hit before? Now is your chance.

If you were previously hit by Penguin and have cleared up your link profile you should see an increased ranking, although you may not get back to your previous rankings right away, considering how many links you removed.

The introduction of negative SEO

In the last year negative SEO has grown from a few people sitting in their basements, to a serious sub-industry in the black hat world. And, unfortunately, we are seeing reports that some sites that were targeted with negative SEO have been hit by Penguin.

This emphasizes the importance of regularly cleaning up your backlink profile and sending disavow-requests, even if you are not doing any active link building.

Bonus – EMD/PMD update.

There’s speculation that alongside Penguin, Google has lowered the value of having your keyword in the domain even further. So if you have a domain that contains your keyword and suddenly find yourself on page 2 instead of page 1, you might not have been hit with penguin.

If you want to know more about how we can work together to optimize your search results, feel free to send us an email or give us a call!  

One Click Curve to Rule them all

Gary Moyle, Head of SEO at NetBooster UK, finished off a busy week by attending brightonSEO, one of the most popular and respected natural search conferences in the UK, where he presented a study from NetBooster into how click through rates (CTR) in natural search are changing in 2014.

Following on from the good work in previous CTR studies by Slingshot and Catalyst, NetBooster created a click curve for the top 30 results and measured influence of brand bias and long tail searches on CTR.

Non-Branded Query CTR

Non-Branded CTR Top 30

NetBooster’s click curve for non brand search queries shows that we need to think beyond the top 10

Using search query data from Google UK for a wide range of leading brands based on millions of impressions, NetBooster were able to gain insights into how CTR in natural search has evolved beyond those shown in previous studies by Slingshot, Catalyst and those based on the leaked AOL data.

For a re-cap of Gary’s speaking slot his presentation slides have been shared below.

A extensive CTR whitepaper will also be released in the coming weeks. If you would like to be notified when the Whitepaper is available for download please click the link below and complete the short form to be added to the list.

 Whitepaper Sign Up

Lock image lrg

Moving Your Website from HTTP to HTTPS

So, there’s been a lot of talk in the industry recently about websites making the switch to https and with good reason. Since the revelations over government eavesdropping back in 2013, companies such as Google and Facebook have been taking major strides to protect user privacy and their data.

There is a lot of momentum right now with the Reset the Net initiative, which has encouraged high profile platforms such as WordPress.com and Tumblr to make the switch.  We have also seen Google, Bing and Yahoo moving to secure search with increasing speed. Google in particular has been incredibly vocal about this over the last few months with several of its engineers evangelising about SSL on social networks and at conferences. Google cemented its stance on https earlier this month by announcing that it would now be a ranking signal.

So what are the key benefits of using https, and why should you care?

Although it is only a small ranking signal (affecting fewer than 1% of global queries) at the moment, we can expect Google to increase the importance of https within its algorithm in the near future.

The simple fact is that https makes mass surveillance much more difficult, so you will be doing your bit to protect privacy on the web. It will also give customers more confidence when browsing your website or making purchases.

Beware, here be dragons!

If you are planning on making the switch to https then the fact remains that you will effectively be changing all the pages that are indexed by search engines. If you don’t manage the forwarding of these pages carefully then you can lose rankings, visits and ultimately revenue.

The good news is that if done properly, you can make the transition to a secure website easily and without any noticeable impact.

Site Migration checklist: Don’t leave home without it

Okay, so you’re ready to make the move: what next? The steps below will help you get through it.

1. Page forwarding  Make sure you implement permanent (also called 301) redirects so both search engines and visitors are directed to the secure versions of each page. Make sure this is on a one-to-one basis and don’t be tempted to redirect all pages to the new homepage.  You can use a global redirect rule to handle all redirects in the appropriate manner.

Keep the redirects for a minimum of 6 months, this will give search engines long enough to transfer all page authority to the new versions.

2. Let search engines know Having Google & Bing webmaster tools accounts is vital. If you haven’t already, make sure you verify both the HTTPS and HTTP variants of your website.

Although the Change of Address form in Webmaster Tools doesn’t support https yet, this may change in the near future so keep an eye on it.

3. Prepare your website Consistency will be vital in helping search engines understand, index and crawl the right version of your website. Update your site navigation along with any other internal links and use rel=canonical across your entire website; make sure this points to the new https versions of your pages.
You’ll also need to submit an XML sitemap containing the new URLs as this will tell search engines which version of your website they should index.

4. Audit your 3rd party assets Are you using external images, maps or videos that are hosted on a non secure URL? If so then users will not be able to view them on your secure pages. This is often overlooked so make sure this is a consideration in your roadmap as it may involve further investment.

5. Monitor your traffic closely Use your analytics platform and webmaster tools data to keep an eye on traffic to both versions of the website. This will be vital in measuring the impact of the move and spotting any mistakes made in the previous steps.

So what’s the conclusion?

It’s definitely a good idea to move to https. The main question to ask is: when? Make sure you have a clear strategy in place that protects your position in natural search and let your customers know why you are making the switch.

Whilst you don’t have to migrate your website straight away, https should be part of your longer term roadmap as it will play an increasingly important role in natural search.

Google Tag Manager

A Macro Guide to Google Tag Manager

You might be vaguely familiar with macros if you’ve ever used a computer. Basically, whenever you perform a complicated task with a simple gesture, or reuse complex code with a simple input mechanism, you’re using macros. Think keyboard shortcuts.

In Google Tag Manager, this is the essence of macros. You can do away with a lot of complexity by resorting to macros, especially if you ever find that you need the same piece of code or the same operation over and over again.

This guide will first take a cursory look at what macros really are, before going through the (current) list of available macros. I’ll add short examples and use cases for each, but there’s a whole lot more to be found online.

Click the banner below to view or download this Macro Guide. Written by Simo Ahava, our Production Director in NetBooster Finland. 

macro-whitepaper-download

*Google Tag Manager and other related services are provided by NetBooster DnA. Read more about our new international service here. Contact our DnA team with any questions.  

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Performance Night – fully booked with 3 weeks to go!!!

Due to strong demand the performance night is now fully booked.

Record!!! On Tuesday afternoon (20.08.2014), we assigned the last places of our Performance Night event on 9th September 2014 in Wolkenburg, Cologne. After the successes last year we were extremely pleased to run our networking event again, and this year we have outdone the results. Three weeks prior to the occasion our networking event is fully booked. Any further registrations will be placed on a waiting list. 

The Performance Night is sponsored by the following companies: PAYBACK, Deutsche Telekom, preis24.de, Sparhandy, Zarenga, Rakuten Marketing, affilinet, zanox, ad-cons, Office Depot, DEVK, Tradedoubler, Commission Junction, Econa Shopping, Reach AD, Target Performance, belboon und DataXu. 

Companies wishing to be present during the “Performance Night” and thus also want to secure free tickets can take advantage of the attractive sponsoring offers and support the popular event.All sponsorship opportunities and further information regarding the “Performance Night” can be found at  www.performance-night.com

The Full Value of Digital Marketing

You may already feel behind in the digital race, and if you’re still not planning ahead for the next three years, you should get started, as the pace of disruption in Digital Marketing speeds up and demands reflect an enlightened and empowered consumer that expects to be listened to, understood and met with relevance and competence.

If you’re only just starting to take a customer centric view on branding, you should be concerned. Your challenge is that consumers have never before had so much power of knowledge directly in their hands – the transactional barriers of gaining information are gone, and our new currency is social capital that we can use to trade with brands in exchange for the meaningful experiences we hunger for in our busy lives.

Your transactions with customers shouldn’t be limited to the moment they make a purchase. Your challenge is that the consumer is used to paying for services by clicking on ads and by sharing content that endorses brands. The consumer is increasinglyaware that they’re spending their credibility among their peers when they do it, but they accept this as it’s a reflection that also gives them credit. But only if your brand fits their personal storytelling.

If you’re only now realizing that marketing and business have fundamentally been disrupted – you could be in trouble because “The future is already here, it’s just not very evenly distributed”, as William Gibson famously said. The gap between services experienced, and expectations have grown tremendously and new winners that get it are already giant successes.

Tech, Data and Specialists have already joined forces some years ago to make it happen– your challenge today is to bridge the gaps in your strategy so that the enlightened consumer can close the gaps – as consumers we’re always linked to tech and are experts in powering our decisions by data, and we have hundreds of 1st degree peers and billions of influencers in a few jumps – if you want to be relevant you have to start paying attention.

What’s all this about? – The future of successful brands belongs to those that get it right… In this note I’ve summarised the challenges you’re facing managing a brand in 3 summarized thoughts and 3 suggested action areas which are:

Digital Marketing Recommendations

In the next section I’ll expand on these thoughts and suggested actions.

Deal with it, or it deals with you

So I highlighted three thoughts that you should reflect on in your context.

Most of what brands do is below par – In reality I know very few brands that I consider smart and intelligent enough to be something I want to be associated with or would consider endorsing. As I realize that liking a brand now constitutes sharing an endorsement, I’ve learned to be much more careful and selective. If you want to be my friend you’ll have to learn to be relevant, present and situated when I need you. If you do it well, I’d love to share my love for you with the world.

Silos will kill you – There’s no way I won’t notice that you’re not keeping your promises if you’re not consistent when I meet you in another context. Not only is it embarrassing for you that you’ve got amnesia, but it also makes it really hard to trust you. Join it all up so you can earn my attention and then we can begin to build some trust. If you make mistakes, don’t pretend I’m the stupid one, take responsibility, and I may like you even more.

It has to be a dialogue – The benefit of having friends is that I don’t have to explain very much. You should do the same; solely remembering my last expression of a thought or need is not good enough – remember that vacation I booked three years ago where you helped me? I remember it clearly, but chances are that you don’t, and that’s a shame.

The good news (for you) is that it’s never been easier to fix these challenges. That is if you want to? The trouble is that you may not get it in the first place, and that’s a much bigger challenge. But here, I’ll share with you, what you could do if you’re ready to take a few steps to get to know me better. And please, don’t tell me you’ll get there in a few years when your big platform change is finally, (perhaps) in place – it’s very likely I won’t wait for you.

And here are the top three actions I would recommend you consider:

Build a consistent omni-present ability to know what your brand is communicating. You can do this in at least two ways – find a big shiny platform that claims to be able to help you, and be really really patient, as you might be lucky in 2 or 3 years (I’ve probably moved on in the meantime, sorry.) Or build an agile approach of the best elements by stitching them together and rapidly improving as you and I start getting to know each other better. This means not only your marketing and advertising, but also the transactional and social capital.

Learn to maintain a dialogue, after all markets are dialogues. Perhaps you already started by sending me some simple postcards with things you generallythink might be relevant for someone likeme, but if you really want to play, you’ll learn to send me exactlywhat I want before I’ve realized it. The best way to give yourself that advantage is if you can have a conversation with me, because I’m actually happy to share my thoughts with you, if you’ve managed to get my attention.

Understand that business is not limited to money transactions – don’t make the mistake of thinking that you’re only here to make me pull out my purse and pay with my hard earned money. My social capital is even harder to earn, but I will barter with you, if you get good at understanding my needs and the story I’m building my life around. Let me help you, but you need tomake sure I get something relevantin return.

Act – The time is always now

I’m sure you’re thinking, that’s not for me. Or perhaps you think it’s too advanced and complex for you, or your excuse is that you have this platform project already which will complete in a few years if you’re lucky. But then you’re not doing what you should. If you want to be tomorrow’s hero you’ll start doing these recommended actions today.

Just remember that while you’re thinking about it, I’m already checking on my smartphone if your competitor can beat your prices down the street…

My best advice – don’t buy big shiny systems to solve your needs, and don’t forget that you’re a consumer yourself, I’m sure you actually know yourself what I’m talking about here. Don’t forget that after price, comes experience, and trust as the two most important factors in the decision making process (combined, they are more important than price).

Don’t forget that it’s really ok to be smart with data I’ve shared with you – it could be that if I just booked a seat on your flight, I may also need that rental car and hotel room, just like three years ago, remember?

Your biggest challenge is probably not technological any more, it’s the silos in your organisation and the lack of understanding among internal peers. Start with that, and gather some intelligence from real life –  then take it from there.

See you out there, I’d love to start a dialogue…

Contact Kristoffer Ewald

Google: Close Variant Keyword Matching Becomes Compulsory

Yesterday Google announced that at the end of September 2014, the close variant keyword matching will be automatically enabled for every campaign and advertisers will no longer be able to opt out.

What are ‘Close Variants’?

In 2012, to broaden coverage of keywords in exact and phrase match, Google launched the ‘close variants’, meaning that keywords in exact match type, which previously covered only searches for those exact terms, started also covering searches for close variations e.g. misspellings, plurals etc.

For example, if someone was searching for ‘trainer deals’ on Google and the advertiser was targeting the keyword [trainer deal] (without the plural) and opted in ‘close variants’, the ad would be triggered and visible to the user regardless.

What does this mean for advertisers?

According to Google, at least 7% of search queries contain misspellings, which mean this change will in some shape or form have an impact on advertiser’s accounts.

For those advertisers that have already adopted close variants (which is the default option), nothing will change in terms of reach and click volumes. For those that relied on the BMM or Broad Match to capture those additional variations and opted out of the close variant option in the campaigns targeting keywords in exact match type, they will see an increase in volume coming from campaigns with keywords in exact match type. This should not be significant, but still an increase can be expected (especially for those advertisers relying on Broad Match Modifier to target variations and misspellings with the aim not to compromise on relevancy).

What should advertisers do?

We believe there is not going to be an impact on quality score and if the misspells/variations of the keywords are added to the campaigns through regular SQRs, they will not be picked up by a keyword in BMM in a different campaign/ad group for example, which also covers misspells and other variations. This means that there is not going to be an overlap between the BMM and the Near Exact/Phrase keywords and therefore issues with entering the same auction with more than one keyword (causing CPCs to rise).

Our approach here at NetBooster is to include as many relevant and sensible keywords as possible to the account to ensure that there is full control on bid management (based on performance) and reporting (to identify further opportunities). The change will allow us to focus on adding negative keywords to better shape traffic , reduce cost and potentially deliver a better ad experience to online users and healthier ROI for our clients.

Performance Night Event

London, 07.08.2014 – metapeople and NetBooster are hosting the networking event ‘Performance Night’, which will open its doors again for the 10th time on September 9th, 2014 to all online marketing enthusiasts at the Wolkenburg venue in Cologne.

The ‘Performance Night’ has become one of the most popular events held before the ‘dmexco’ in Cologne and is the ideal ‘exhibition warm-up’ for the international online marketing industry.

Download the full press release

NetBooster announce overachievement of results in second quarter

NetBooster (FR0000079683 – ALNBT – PEA-PME eligible), an independent European agency and leader in digital performance marketing, today announces its results for the second quarter of 2014.

The strong result in the second quarter shows how NetBooster has raised the bar in terms of its performance level. This impressive turnaround in profitability is due to the streamlining of the Company as well as landmark client wins. Restructuring efforts were also applied to the client portfolio by reducing the number of clients and removing the less profitable ones, which resulted in gross margin losses.

 Download the full press release