Posts Tagged ‘search’

Grand Final marketing dominated by .com.au domain names

Wednesday, October 8th, 2014

Adrian KinderisBy Adrian Kinderis

This year’s AFL and NRL Grand Finals set viewership records for the number of people who tuned in to watch the matches.

A whopping 4.6 million people watched the Rabbitohs beat the Bulldogs on Sunday night, making it the highest rating television program this year. Meanwhile, the AFL Grand Final saw 4.2 million people tune in, which is no mean feat either.

Clearly, our footy finals represent the premier stage for high-reach, large-impact television advertising in Australia.

As I do every year, I wanted to see how advertisers in Australia use the AFL and NRL Grand Finals to engage viewers, deliver a compelling message, and most importantly generate a call to action.

Here’s what I found:

The stats

Like in previous years, .com.au domain names were the primary call to action seen in the ads for both Grand Finals. Out of the 55 ads aired during the games, 41% included a .com.au domain name while only 12% referred to a .com domain name.

Domain names were clearly the best on ground in terms of advertising call to actions. While social media holds a prominent place in advertising nowadays, it was left on the bench during the Grand Finals, with less than 10% of ads referencing either Twitter or Facebook.

This is remarkably consistent with what we saw in 2013 and 2012.

Telephone numbers, mobile apps and search were the remaining calls to actions seen, while a quarter of ads chose to run with no call to action.

Implications

As I’ve reported over a number of years now, domain names – and in particular .com.au domain names – remain the mainstay of marketing calls to action.

The most interesting observation is the decline in use of social media in advertising. Despite all the hype around social, it appears marketers have reverted back to the tried and tested formula of domain names. Social has its place, it’s just not in Grand Final TV advertising.

To me, this suggests that marketers still believe that the website remains a foundation of any direct response lead marketing strategy, especially when a 15- or 30-second ad slot costs upwards of $100,000.

Social as a call to action

It seems the novelty of social has abated and Australian marketers are now integrating social as part of a wider digital strategy, instead of splashing it around in every advertising campaign.

On almost all occasions, social was introduced in conjunction with the domain name and not instead of it. This shows that marketers now have a greater appreciation of the role domain names and websites play in generating awareness and education, and the role social media plays in encouraging engagement and conversations.

Social has a place; it just isn’t the only place for a brand to exist.

Search as a call to action

One trend I have been following closely this year is the emergence of search-based calls to action. I was pleased to see that there was a stark drop in search calls to action in the advertisements at this year’s Grand Finals.

Brands such as Holden, ANZ, BMW, Harvey Norman and many others are increasingly ditching domain names in favour of directing viewers to use a search engine like Google to find their website.

I’ve been a vocal critic of search-based calls to action (as you can read here in my blog) because I think they’re ineffective, unnecessary and provide competitors an opportunity to steal your customers.

For instance, in the NRL Grand Final, Holden directed viewers to search for ‘VF Changes Minds”. This is difficult for viewers to remember during an ad break and if they do get a chance to search for the term (as I did), they’ll also be exposed to a competitive environment and view search results from news stories, Holden dealers and automotive forums.

There’s no guarantee that searching for “VF Changes Minds” will result in someone visiting the Holden website and I think the practice is a wasted opportunity for customer engagement.

2015 Grand Finals

It is clear that domain names will continue their dominance and I don’t expect any changes here come 2015.

.com.au is Australia’s home on the Internet and it will remain the authoritative source of truth for Australian businesses online. When given the chance to engage with more than 4 million Australian TV viewers, a .com.au domain name is the perfect call to action.

What will change by 2015 is the domain name landscape and the creative options marketers have at their disposal.

Right now, the first of hundreds of new Top-Level Domains such as .melbourne, .sydney and .afl are being launched, offering marketers an additional option in their ‘.menu’ of calls to action.

Only last week we launched the .melbourne Top-Level Domain and savvy brands such as the Bank of Melbourne, Melbourne Festival, Flower Drum Restaurant and The Marriner Group have become some of the first businesses to adopt a .melbourne web address. Check out www.live.melbourne for more information.

Come Grand Final time 2015, we expect many more major brands to be sporting a .melbourne, .sydney or any other type of new domain name alongside their .com.au web address.

There are many benefits for adopting one of these new domains, from potential improvements to SEO and message recall, to being able to get the exact match name you always wanted.

It will be interesting to analyse the impact of new Top-Level Domains next year and I hope to see a .melbourne or .sydney domain featured next in year’s Grand Finals.

By Adrian Kinderis
CEO of ARI Registry Services

Still think .brands might be a waste of time? Google doesn’t!

Wednesday, May 7th, 2014

RyanBakerBy Ryan Baker

Like many, I’ve been watching the rollout of the first 150+ new Top-Level Domains (TLD) with interest.

The new Top-Level Domain (TLD) program was designed from the outset to enhance competition and foster innovation.

It was a great result for the wider industry to see approximately one-third of the applications received by ICANN submitted by some of the world’s largest companies seeking to own and operate their own .brand TLD.

Even with organisations such as Apple, Citibank and IBM applying for their respective TLDs, scepticism remained on the potential for .brands to succeed.

Where would the utility come from? How would customers embrace such a change? How would large organisations be able to incorporate this into their marketing mix?

Finally perhaps most ominous, what will it mean for search and will there be any advantages for .brand applicants?

While it’s still very early in the process, a few trailblazing true innovators have given us some preliminary answers and the news is extremely positive.

Evidence of real success

French insurance giant AXA recently launched their .axa TLD to the world and offer the best evidence to date that .brand TLDs have a definite future in the digital marketing landscape.

Less than two weeks after registering annualreport.axa and rapportannuel.axa in their .brand TLD, AXA now appear on the first page of Google search results. When searching for “axa annual report”, the .axa domain is the third result in English and “axa annuel rapport” appears in the fourth position for French searches.

Beyond just Google, Bing shows the result at number two and Yahoo at number eight.

This is a truly impressive result given the number of applicable web properties for this topic and the short amount of time the domain has existed. Yes, this has a lot to do with the relevance of the content – as it has been and will continue to be.

However, the domain is clearly reinforcing some level of credibility here and despite being new, hasn’t negatively impacted the rankings of the page.

The AXA annual report example also illustrates other key benefits of .brand TLD ownership. Using differing language versions of the same domain, they have been able to provide customised content for differing user bases.

With these included, the list of tangible benefits .brand TLD operators can realise immediately from their new asset are compelling:

1. Control

Being completely in control of domain name allocation within their TLD. No more competition for domain names in the open market, as well as the ability to define intuitive parameters for users to find content (eg. annualreport.axa for English, rapportannuel.axa for French).

2. SEO

Globally applicable search benefits. While the sample size is admittedly small, the reality that Google, Bing and Yahoo are actively embracing .brand TLDs for their authenticity and showing strong search results has the potential to be a huge boon to brands and end users.

3. Messaging

Guaranteed authenticity for messaging from the channel. Customers can rest easy knowing with 100% certainty that the content on annualreport.axa is sanctioned by AXA, since no one outside the corporation can register an .axa domain name. Keep in mind that it’s entirely possible for bad actors to register domains in competing TLDs with the aim of confusing end users, and a .brand is a new and extremely strong tool to combat this confusion.

AXAdomain

AXA’s .brand strategy actively combats bad actors.

While we’ve already seen three new .brand applicants sign registry agreements (.sharp and Google’s .gmail and .youtube) this month, the last several months have seen 256 total TLDs delegated, with only a handful (five total, or less that 2%) being .brands.

This is in addition to the world’s first .brand TLD, .monash for the Australian University and the recently signed .bmw and .samsung TLDs which are soon to join the digital landscape.

All in all, it’s really positive news for those innovators that took the plunge by applying in 2012.

So why wait?

There is no denying that ICANN has made the path through contracting and delegation complicated with various hoops to jump through.

The good news for .brand applicants is that there is help available should they require it. The upside is that the carrot is very real and very attainable.

Delegating and realising the benefits of a .brand TLD as soon as possible should be the goal of every brand marketer worth their salt, as .brand applicants push to delegate their TLDs and non-applicants clamour to apply to ICANN in the second round.

By Ryan Baker
Domain Name Industry Consultant
ARI Registry Services

Search is not the solution, it is the problem

Thursday, September 19th, 2013

By Adrian Kinderis

Adrian KinderisIn a special feature article first published by Marketing Magazine, Adrian Kinderis, CEO of ARI Registry Services, investigates recent trends in advertisers directing their customers to conduct search-based queries to find their products or services.

By Adrian Kinderis
Tuesday 27 August 2013

I’m a businessman, but I’m also a consumer, and I’ve become increasingly frustrated with advertisers sending me to search engines to go looking online for their product or service as their call to action.

I often find myself distracted by the other search results (you never know what you’ll find!) when conducting these searches. Other times, I’m insulted that they expect me, the customer, to go searching for them, the advertiser.

But what baffles me the most – from my business perspective – is the exorbitant costs expended by advertisers to drive customers on a hunt to find them in such a competitive landscape, especially when they can be directed to the exact destination in one click.

My findings have illustrated that search is not the solution to advertisers’ reaching their customers and driving conversions; search is the problem.

What we know about search

Recent studies indicate the growing dependence on search engines, revealing that 91 percent of us use search engines online, and 59 percent rely on search engines.

While there’s no denying the increasing use of search engines globally, the emerging trend from marketers to use search as their call to action in place of direct web addresses has become more and more prevalent in above the line marketing. Open the newspaper or turn on your television and you’ll find it’s not uncommon to see the term, ‘search <product name/campaign>’ in advertising.

But is the tail wagging the dog? Do marketers believe their customers aren’t savvy enough to navigate the Internet using domain names, or are they just encouraging us to become slaves to the search bar?

No certainty

Above the line marketing has reached new lows if advertisers believe consumers are more likely to search for keywords like “Colorado Serious” to find out more about a four-wheel drive. When I typed that in, I discovered that there was a serious virus in Colorado infecting locals! Similarly with an Audi ad I recently saw; when I typed “Audi A3” into my search bar, Audi wasn’t the top-ranking search result.

Further, what happens when your immediate advertising campaign finishes? You do not own that search keyword and unless you plan on paying for it well into the future, any residual engagement you create through your campaign will be lost – potentially to a competitor. You must continually invest in your keyword to own it and that can be financially draining overtime.

In spite of the stats that drive marketers to believe search is where it’s at for customer conversion, there is no certainty that for all the money spent on search engine rankings – in addition to the ad production and placement – that the promise of being the top-ranking search result is achieved.

Competitive environment

Granted, advertising in any format is a competitive landscape, but do marketers believe that keyword searches are a more effective means of driving their audience to their campaign?

Search is a highly competitive environment and recent court cases have ruled that competitors are permitted to purchase your keywords.

Clever competitors may even try to artificially inflate your cost per click (CPC) price by under bidding you and forcing you to pay more for each click. CPC is not a set fee, it’s volatile and an advertiser pays above immediately what an under bidder pays.

Lack of control

The crux of the problem I have with advertisers using search as a call to action is that not only is it expensive, but the outcome can be fallible due to the fact that search results are controlled by a third party and can be influenced by anyone else to your detriment.

Even worse, there is no control over what may appear next to your brand in your keyword search terms. What if a major breaking news story occurs on the same day as your campaign and the story involves terms that match your keywords? The consequences of negative stories being tied to your brand could be disastrous. Like Colorado Serious… four-wheel drive, anyone?

Not efficient

Search engines have made us lazy. Many of us have become slaves to the search bar and its auto-fill convenience. Have you ever googled Google rather than typing the domain name into the web address bar?

Search should help us find content, not replace the web address bar as an online navigation aid. Often, typing a domain name into an address bar will be far quicker than the multiple steps required to search for a website.

However shameful it is, using search engines to navigate the Internet is a reality for many. I believe some advertisers have attributed this to be a user preference, rather than recognising this point as a wider Internet navigation problem.

In my eyes, search is an unnecessary two-step process. Why should Internet users search for advertisers to only end up at their corporate website or microsite anyway? Search can only introduce unnecessary risk to the equation.

100% visibility on poor performance

Because the data indicates the vast majority of Internet users rely on search, marketers see search engines as a channel with which their audience is familiar and regularly use to navigate the Internet.

However, just because their website analytics reports show most of their traffic originates from Google doesn’t mean it should be promoted as the preferred way to navigate to your website. With ROI as the major focus of digital marketing, are marketers simply trying to justify their budget because the data is available? Isn’t that just spotlighting poor performance?

Bring back the slash

Marketers went a little crazy with the use of slash extensions on their domain names in advertising, but there are clever ways to use them. For example, featuring the entire url, including the http://www. is often not the best way to encourage memory recall or positive brand association in advertising, and the same can be said for using domain name-slash something-slash something. Treating your audience as savvy consumers is one thing, but don’t make it difficult for them to remember who you are and what you’re selling.

With the introduction of the new Top-Level Domain Program into the marketplace, a new world of options will be available to marketers. Not only will it support the expansion of the Internet, it offers customers a more memorable, direct solution to finding your product/service/campaign, and will allow greater conversion. Imagine directing your customers to holden.car/colorado, or even better, colorado.holden? All the benefits of web analytics and customer recall, minus the expensive keywords and competitive landscape.

Marketers are adding to the wider web navigation problem by not raising greater awareness and education among their audience about their corporate online mainstay – their website and domain name. Remember, you own your domain name and all the traffic and IP rights associated to it. This is in contrast to search terms, where you are building equity into an asset you will never truly own.

It all boils down to the basic marketing principles of message recall, brand recognition and trust. Control the message and send your customers straight to your website via a domain name. No detours required.

Not only are websites and domain names far cheaper to set up and maintain, they’re yours to own forever and cannot be influenced by your competitors.

By Adrian Kinderis
CEO, ARI Registry Services