simon-hoff | February 4, 2013
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Lokal vs. Global – Marketing im internationalen Umfeld

Alena Mueller-Hoermann - Travian Games

Am 19. Februar veranstaltete Adtelligence in der Popakademie Mannheim den Kongress „The Future of E-Commerce“. Partner waren neben der Popakademie Baden-Württemberg die Universität St. Gallen und das Online-Marketing-Magazin Adzine.

Unter den Sprechern aus Wissenschaft und Wirtschaft war Alena Müller-Hörmann,  Leiterin Creation & Conversion bei Travian Games. Zu ihrem Vortragsthema „Lokal vs. Global – Marketing im internationalen Umfeld“ sprach sie vorab mit dem Adtelligence-Blog:

„Spiele von Travian Games können überall gespielt werden, wir haben also einen globalen Markt zu segmentieren. Es gibt unsere Spiele in bis zu 40 Sprachen, daher bewerben wir sie direkt in diesen Sprachen und in den lokalen Märkten. Eine Ansprache der Zielgruppen in der Muttersprache funktioniert nach unserer Erfahrung besser als eine generische in z.B. englisch. Auf den Spieleservern sind dann hauptsächlich Spieler mit derselben Muttersprache, was die Kommunikation und damit das Spielgeschehen positiv beeinflusst.

Wir wissen, aus welchem Land ein User kommt und damit, welche Sprache er spricht. Diese Informationen verwenden wir sowohl in unserer Kommunikation mit dem Kunden als auch für andere Dienste, wie z.B. Payment. Damit können wir auf landesspezifische Besonderheiten eingehen. Im Allgemeinen analysieren wir die Daten, die wir durch das Spiel bekommen und leiten davon Maßnahmen ab.

Unsere Marketing-Aktivitäten sind in den letzten drei Jahren lokaler geworden. Dies liegt vor allem daran, dass wir unsere Spiele immer individueller bewerben. So gibt es inzwischen viele Kampagnen, die direkt auf ein Land und die jeweiligen Anforderungen ausgerichtet sind, was es vor drei Jahren weniger gab. Auch gibt es inzwischen landesspezifische Newsletter, Landing Pages und Banner, da unsere Tests gezeigt haben, dass User in unterschiedlichen Ländern verschiedenes bevorzugen.

Für 2013 freue ich mich besonders auf mehr Mobile Marketing. Ich denke, es ist eine große Chancen für uns und bringt noch einige Herausforderungen, da wir dort im Moment nicht aktiv tätig sind. Im Marketing betrifft dies z.B. die Aussteuerung und die Gestaltung von mobil funktionierenden Werbemitteln. Wir freuen uns, dieses Thema anzugehen.”

Die Slides zur Präsentation Lokal vs. Global – Marketing im internationalen Umfeld stehen auch auf Slidshare.

Category: Events | Tags: , , , , , , , , , , , ,
simon-hoff | January 31, 2013
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Data Privacy – Transparency to the rescue

Data Privacy Cartoon

Three days after the European Union Data Protection Day (“Full speed ahead towards reliable and modern EU data protection laws”) and the Internet Association Data Privacy Day it is time to look at data privacy in 2013. Since big data is the new oil/gold/sliced bread, it seems smart to store it in a safe or a bread box or wherever you keep your oil.

Connie Thompson of KomoNews argues that online shops and internet business are the out of control wild west of data collection. Gold diggers moving westwards to mine your data and enjoy the benefits of their new riches. And pushing the final frontier to new limits, the cowboys and girls on the fastest horses, the Google gang. Right? Wrong.

While we usually hear how governments try to protect citizens’ data from companies, Google in a coalition with other giants has turned the game upside down by lobbying for an update to a 1986 privacy protection law supported by the United States Electronic Communications Privacy Act enabling the US government to dig into your digital data from Google, Microsoft, Yahoo, Twitter and lots more. eBay CEO John Donahoe sees a further problem of government intrusion:

“There’s going to be a trigger point,” noting the need for “a national dialogue about what is acceptable or not. It’s going to be necessary for us to have some national dialogue on privacy, so we don’t have a clash point and they over regulate and slow down innovation,” he said. eBay is not in the big data business, “but I think there are huge opportunities to use data, to customise the experience, to personalise the experience, and if you choose to share with others, it can make the experience even better.”

As with most problems in society, the first step towards a solution to this problem is transparency. It builds trust and increases cooperation. If, between three very different parties – government, businesses, citizens/users – everybody put their cards on the table, an agreement can lead to a better outcome for everybody.

If companies are honest with their data privacy policy and let the user know what their data is used for, the user – if there is value to be gained – will opt in to enjoy a personalized experience. Trust-building transparency is part of a complete product that builds user loyalty.

Category: How To, Social Commerce, Social News | Tags: , , , , ,
simon-hoff | January 29, 2013
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A/B-Test and multivariate testing – are you brave enough?

AB-Test

The quote “If design isn’t profitable, then it’s art” by Fisker Automotive CEO Henrik Fiskar has made the travel from car design to homepage design. A bold statement made by a man who designed beautiful pieces of profitable art such as the Aston Martin V8 Vantage and oversaw James Bond’s DB9-launch, it sounds fairly reasonable for landing page and e-commerce shop owners who are not used to answer to art critics anyway.

But with a designer and a marketing executive with an eclectic taste in their ears, how brave are e-commerce shop owners really to listen to their audience and abandon their shop and landing page designs after an A/B test or even after multivariate testing?

The bravest and boldest statement recently came from a marketing exec for a real big landing page in the lead generation business, preparing himself mentally for a redesign after multivariate testing: “If that is what it takes to increase the conversion rate, paint it all green. The whole page. Maybe show our logo somewhere, that would be nice.”

If your e-commerce shop and your landing pages are high quality pieces of art, congratulations, show your designs and have the audience applaude – and then abandon the page. Going for conversions though requires a lot of testing and following the results that give you the best conversion rates, even though you might not understand your users taste.

Category: How To, Products | Tags: , , , , , , , , ,
simon-hoff | January 28, 2013
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Personalization is the Key to Search and Mobile – Yahoo’s Marissa Mayer

Marissa Mayer, Yahoo CEO

Last firday, Yahoo CEIO Marissa Mayer joined Bloomberg Television’s Erik Schatzaker on stage at the World Economic Forum in Davos, Switzerland, to talk about her thoughts on the future of amongst others search and mobile:

“I think that there’s a huge opportunity in search around personalization. [...] The question is: What order should people read things in the morning? What should they look at? [...] To really do a great job in that kind of discovery mode, you need a tremendous sense of personalization. ”

What Mayer says is just in line with what Mark Zuckerberg pointed out at the release of the Facebook Graph Search: Everybody will get his or her own internet based on personlized content that perfectly fits the user’s interests and preferences.

Even though there are lots of personalization engines available, publisher still struggle to manage their approach to big data and an optimization of their content delivery. Mayer further stresses the importance of investing in personalization to keep users happy and engaged:

“There is a real opportunity to help guide people’s daily habits, in terms of what content they read. [...]  I think that all of these daily habits—news, sports, game, finance, search, mail, answers, groups, Flickr,” she said. “These are the types of things [that] we’re really been underinvested in, and a little love will go a long way.”

The whole interview is here.

Category: Events, Social News | Tags: , , , , , , , , ,
simon-hoff | January 25, 2013
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F-Commerce: Immediate return vs. big data gains

Facebook Logo

Today Elizabeth Tan on e27 raised the question if Facebook and e-commerce ever can go together as the social commerce that has been buzzing about since Facebook’s first jump on the topic in the last years. The latest roll out of Facebook Gifts has inspired over 100 merchants including Starbucks, Hulu and Pandora to sign up for the service. But big brands, already successful with their own E-Commerce Shops such as JC Penny, Gamestop and GAP, have opened and closed their F-Commerce Shops in 2011 and 2012 and have raised doubts that shop fronts on the social network can be profitable. The return on investment has been less than expected according to managers of the named companies and the revenue increase did not meet expectations either.

The question in these cases is if those who left prematurely have used Facebook’s possibilities to the fullest. As Tan mentions, “user shopping behaviours […] also creates very valuable and expensive data”. The idea is not to open up a F-Commerce shop front and then just wait until users get the hang of it and start buying, user data collected on the Facebook page can become increasingly valuable customer intelligence if correctly analysed and applied. Facebook Connect on a traditional E-Commerce shop can fuse the personalized experience of F-Commerce and E-Commerce and deliver valuable customer data that can be used to personalize and optimize the shop fronts to increase revenue and thereby return on investment. Companies dropping out of this field can miss out on big data that can enhance their whole online concept. The tools and possibilities already exist.

Category: How To, Social Commerce, Social News, Tech News | Tags: , , , , , ,
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