Welcoming Peter Clark - Director

The Arthur St team is super excited to announce the arrival of Peter Clark, coming on as a Director. 

Peter joins our growing agency and brings a wealth of digital business smarts. As former Executive General Manager of the Herald & Weekly Times, we can't wait to see Peter apply his big business ideas to our operation, directly benefiting our clients.

With over 20 years’ experience in news, media and marketing, he has held senior management positions in some of Australia’s top media organisations, including; Executive General Manager of The Herald & Weekly Times, Executive General Manager, Metro and Regional Publishing - Digital for News Corp, and Digital Operations and Business Strategy Director for News Corp, Victoria.

He has recently packed up and moved with his family to the coastal town of Anglesea, in a welcome seachange after years in the big smoke.

Although he's super credentialed, Peter is an all-round nice guy. In his spare time you'll find him chasing the perfect wave or switching from Director to Dad, doing the junior sporting run arounds.


Pete Insta.jpg

Peter Clark - Director


What is remarketing?

A few months ago we said on this blog that “consumers are no longer engaged in traditional media”. That might have been a bit of an exaggeration. Millions of people still watch commercial TV. Some still read specialist magazines. A few even still buy a hard copy of the newspaper.

Traditional media is definitely not dead. (But some traditional media – and the advertising that goes with it – is starting to get very cold in digital media’s ever-growing shadow.) So, in this post, we don’t want to discount or reject the marketing you might be doing on TV, print or over the phone. We do want to talk about a couple of specific types of digital marketing you may have heard about.

The aim is to leave you with a better idea of what they’re all about and how they can help you complement your traditional marketing efforts.

The digital practices we’re talking about are remarketing, custom audiences and lookalike audiences.

What is remarketing?

Remarketing, which you might have heard people describe as retargeting, is a type of targeted digital advertising.

In simple terms it works like this:

  1. You search the internet for a dinosaur and find just the one you’re after: a medium-sized herbivore from the Jurassic period. An Australian company can ship one from Far North Queensland at reasonable rates.
  2. That website drops something called a cookie – a small piece of data – on your computer’s browser.
  3. You decide not to buy just yet (most people don’t on their first visit).
  4. You visit a totally unrelated website – about lamingtons – the next day and, in a sidebar, you notice an advertisement for just the dinosaur from just the online store you visited yesterday.
  5. The lamington site has recognised you from your browser’s cookie and has ‘served’ you the dinosaur ad, knowing you may be interested.

If you’re someone who shops on the internet, this whole thing might sound vaguely familiar. That feeling that a product or service is following you around the internet, or even just on Facebook, is all down to remarketing. 

For commercial organisations, it’s a tool that jogs customers’ memories and ultimately improves conversion rates.

What are custom and lookalike audiences?

Facebook doesn’t really talk about “remarketing” or “retargeting”. Instead, they refer to “custom audiences” and “lookalike audiences”.

A custom audience is one made up of current customers (or at least highly engaged potential customers) on Facebook (or Instagram, which Facebook also owns). You’re confident an audience member likes your stuff – why would they like your page otherwise? – and can target specific ads to them based on what you know about them, for example their age or location.

A lookalike audience takes the whole thing a step further. It’s all based on Facebook’s idea that “Your next customer looks like your current customer”. It takes your existing audience’s data (age and location, but also pages they like, shopping habits, interests, etc) and replicates it to create an expanded list of potential customers. This new list looks like your current audience list, but is made up of people who don’t yet like your page or necessarily even know that your product, service or brand exists.

Customer lifetime value – getting even more sophisticated

Facebook becomes more advanced with this digital marketing stuff almost every day. Now, for instance, they let you add something called “customer lifetime value” – or CLV – into the mix.

CLV lets you see precisely the value of products or services people have purchased from you over a period of time, giving you the chance to prioritise their value as customers. Once you’ve worked out a customer’s value to you, you can better determine what percentage of your digital marketing time and resources you should be dedicating to each one.

Sound good?

It is.

Sound easy? It’s not.

It’s a complicated business and remarketing or custom audiences alone rarely if ever work as standalone tactics. They need to be part of a wider marketing strategy.

But we’ll talk more about that in a post a bit later.  

Blog About Blogging – A ‘How To’ Guide

Blogging and marketing have shared an increasingly successful co-existence as business moves further towards an online domain. Together, they become a fantastic multi-dimensional tool for interacting with and assisting clients, creating leads to potential customers and of course generating effective SEO. However, sometimes blogging is pushed back on the to-do list of a marketer’s already overloaded schedule. Arthur St Digital’s team has extensive blogging experience for a diverse range of clients and offer these useful tips for business owners and marketing managers looking to get on top of this essential element to add value to your operation.

Planning –

While blogging is a relatively open ended exercise with few limitations, the planning phase is still highly important if you intend to send out relevant information to benefit both the business and its target public.

Firstly, you must determine the businesses audience. Knowing your target is vital and the earlier you work out who you are writing for, the easier the entire blogging process becomes. Ask yourself – what does the reader want (and need) to know? What information will interest them to keep reading? What do they already know? Knowing what NOT to write is equally important.

Also, there will be times when the topic doesn’t entirely interest you. This will test your resilience to write pertinent content and not sway towards producing generic information. Copyblogger founder Brian Clark says “don’t focus on having a great blog, focus on producing a blog that’s great for your readers.”

Extensive research of the topic and the businesses industry is an obvious step in the planning phase. A solid base knowledge is critical, as an informed reader will easily recognise amateur information. While original content is compulsory, observing what competitors write can help you in generating a piece that stands out among the rest.

Writing –

Once you have mapped out your blog and chosen a working title (as it will often change throughout the writing process), it is time to piece it together.

An introduction can make or break a blog. Focus on captivating the reader within the first few sentences so they easily recognise the intention of the content. This may be as simple as addressing a problem the reader may have encounter/ed, interesting news or useful, relevant information.

The body of your blog contains the bulk of your content. Be sure to stay on topic and avoid using bland corporate lingo – you will quickly lose the readers attention. Any problems that you pinpointed earlier must have a corresponding solution. It is easy to hit roadblocks during the writing process. Look back on your planning and research phase and make it happen!

There are fragments of PR in content marketing regarding the way we must organise our content. While it’s not as critically structured as a media release, a blog/article must be formulated and presented in a reasonable manner to effectively engage and inform the viewer. You may alter your piece throughout its development to help it flow and improve its focus. Knowing when to effectively use lists, bullet points, paragraphs, links, imagery and visual cues is a skill that comes with practice and experience.

The conclusion of a blog is an excellent opportunity to include a call to action. Direct them to what your business wants them to do next without hounding them for your business. Summarise the information presented in the blog and you are on the home stretch.

 Proofread. Proofread. Proofread.

Professional blogger/marketer or not, there are no excuses for grammatical and formatting errors. Presentation is key, and any reader noticing faults in your blog, no matter how minor, won’t take you (or the business) seriously.

Finally, be creative, enthusiastic and have fun! Your writing will often reflect your mood and the results will show. 

Google Ads and Analytics Keynote - Summary and Why It's Important to Your Business

Did you miss the Google Ads and Analytics Innovations Keynote? If so don't stress, we've got you covered.

Here is a short summary of all of the changes that are coming our way and how your brand or business can keep up.

Mobile, mobile, mobile and oh, did we mention mobile?

It's no surprise that mobile is a game changer, we have finally surpassed the tipping point and there are now more searches on mobile devices than on desktops.

During the Summit Google hit on some important truths. Brands need to be aware that it's about moments that matter, for most of us our phones are the first thing we pick up in the morning and the last thing we put down at night. As marketers we need to understand that during this time there are some moments where it's extremely important to be visible and a part of the conversation.

We have an opportunity to reach consumers when they "want to know", "want to go", "want to do" and "want to buy". Recognising this shift, Google will soon allow you to place individual bid adjustments for each device as well as a host of changes to give marketers more contextual control.

50% more ad text

We know that longer text ads perform better on mobile, mainly due to the fact that longer headlines provide more detail to be able to inform consumers. Ads will soon be made up of two 30 character headlines and an expanded description of up to 80 characters. 

Display ads will be easier than ever

You may have experienced the pain of having to upload various ad sizes to meet the long list of Google Display Network placements. This process will soon be much easier and in future you will only need to submit an a headline, description, image and URL and Google will magically create responsive ads just for you.

Location- Based Changes

Location extensions will be much richer and will be shown on google.com, Google Maps and the App. We'll also have the ability to run promoted pins that users can see when navigating in those environments.

New Display Advertising Offering

Similar to Facebook lookalike audiences, remarketing lists for search ads will allow advertisers to target users who have already been to your site. Using similar audiences for search you'll be able to create a custom list of users who have not yet been to your site but have similar interests to those that have. 

What does this mean for you?

These changes may still be a while away (most likely early next year) but it's time to start to think about how you reach customers across mobile devices, the context and how you can speak to consumers in "moments that matter".

Inbound Vs Outbound Marketing

Many professional services businesses still rely on outgoing marketing practices to generate leads and promote their brands.

Unless you've been living in a cave for the past 10 years you will know that consumers have changed, with the rapid growth of connectivity, technology and mobile devices, consumers are no longer engaged in traditional media and most gather information and consume media via digital means.

What does this mean for your business? If you currently invest heavily in TV, print, cold calling or otherwise, you may be missing out on a large segment of clients. The chicken has not only flown the coup, it's about to be someone's dinner. Your marketing spend may not be aligned to where consumers are spending their time.

What is Inbound Marketing?

Inbound marketing is a term used to define any marketing activity that generates inbound enquiries or leads. Most brands do this by creating unique, interesting (although sometimes not) content that consumers and clients find useful or informative. Anything that will help with their purchase decision or make their life a little easier. Then, it's simply a matter of working out which channels the content is best placed on. And that's all there really is to it. Content marketing can be easy and low cost.

For more information about how to start engaging your customers with content marketing, speak to us today.