Major security company outsources some services for customers

| July 2, 2019

article image
A homeowner didn't realize a well-known home security company wasn't always the company that provided services. Outsourcing security services doesn't have to mean moving to the cloud. the cost of this advanced experience over multiple enterprise customers. the risk of outsourcing security services is justified in your business environment. MSSP is a significant one and should be considered carefully before making any moves.

Spotlight

Text100

Text100 is a global marketing communications agency. We make your words matter in a world that is increasingly dominated by technology, disruption and speed.

OTHER ARTICLES

Don't let lockdown loosen your ad spend

Article | December 10, 2020

Where’s the nearest click and collect? What time does our local store close in light of the latest COVID-19 restrictions? Where can I order that toy car he/she wanted for Christmas? Our bet is Google is your first port of call for an answer to any of these questions. If it is, you’re not alone. In fact, it’s estimated that Google processes 5.8 billion user searches per day. And, even though there are other search engines out there, like Bing and Yahoo, it is by far the most popular. So, with so many potential customers – because let’s face it, of those 5.8 billion there are bound to be a few thousand searching for your specific products or services - businesses simply cannot overlook advertising on Google. And even more so now thanks to restrictions on physical stores across the world being put back in place to contain the spread of the coronavirus. Nate Burke, CEO and founder of Diginius, an ecommerce solutions provider that specialises in digital marketing PPC management, explains how you can get the most out of your Google advertising activities. The first round of lockdowns during the spring and early summer saw many businesses with physical outlets grind to almost a complete halt. Going digital was the only option for many in order to have some chance of survival. This saw restaurants offering online order services, more retailers moving into ecommerce and professional services conducting remote meetings via video calls. Despite some easing of restrictions, many have kept digital their focus. For example, video meetings such as Microsoft Teams, which grew by 894% between February to June in 2020, are now prevalent as the office’s new best friend. And restaurants for instance, have advanced their minimal contact table service, allowing customers to order and pay for food on their phones by scanning a QR code or downloading an app. But now, with lockdown restrictions being re-enforced in Britain and many other parts of the world, businesses looking to maximise their sales and earnings ahead of the Christmas period, and before the New Year begins, can’t ignore the advertising opportunities available on Google. PPC PPC advertising is perhaps the most obvious opportunity. It’s the best way to guarantee that your brand is put in front of an audience and can help generate a spike in traffic and leads. Paid Search identifies “buyers” immediately. People who have typed in and are clicking a specific keyword tends to already be in buying mode, even if only at the research stage of the journey, which is so powerful compared to the rest of the marketing mix This is because searchers seek convenience. We have come to expect the first listing on a Search Engine Results Page (SERP) to provide an answer to our query. If it doesn’t, we are more likely to change our search than scroll through pages and pages of results. Therefore, getting your brand on that all-important first page is crucial for success on Google, which is exactly why paid advertising is beneficial. Not only can it promise a guaranteed spot here, if, the price is right for you, but it could also, potentially, provide you with the number one position. As well as SERPs, ads can be created for the display network, utilising visual aids in the form of graphics and videos to attract leads on the Google Shopping network, which is particularly beneficial for ecommerce businesses looking to increase sales. However, to ensure your ads are shown to people who will add value to your business, PPC activity must be strategically mapped out and effectively managed. Account set-up, keywords and bidding strategies must be considered, monitored and then adjusted to ensure your activity is effective and a return on your investment is achieved. This requires dedicated personnel, time and budget – for both ad spend and management practices for either training, wages or outsourcing the task to an agency. But, despite the capital required to get started, there are a number of ways to ensure you yield results that make it worthwhile. For example, remarketing can help minimise lost leads and maximise budget by targeting potential customers who have already shown an interest in your product or service. Automation strategies are another. Bidding and ad copy can be altered automatically, depending on factors including the time of day, location and the user’s specific query wording, for instance. This lessens the chance of clicks from users with little intention of purchasing or submitting an enquiry, and, consequently, reduces wasted budget. Another common way to get more out of search advertising is to replicate campaigns across Microsoft Ads, where there is typically less competition, cheaper clicks, and a better return on investment, albeit lower search volumes. Local strategy One of the greatest benefits of the internet is its ability to connect businesses and customers no matter the physical distance between them. And, with lockdown enforcements, an online offering presents an opportunity to reach an even wider customer base than a shop or physical facility that is restricted by location. However, the internet is a big, old place. It houses greater competition than what many businesses are used to in the physical realm and, as result, it’s easy to become lost, especially if you are in the early stages of establishing an online presence. So, no matter whether you’re a retailer offering click and collect or running business as usual albeit remotely, keeping things local is your best bet for online success. In fact, Google uses a Relevance, Distance and Prominence model to determine search results. Those most relevant, the closest in distance to the searcher and most prominent or popular are more likely to be ranked higher on results pages. In order to maximise your chances of ranking highly for those searching for your products and services in your local area, you should make the most of tools, such as Google My Business and reviews. As well as providing potential customers with vital business information, such as your address, contact details and COVID-adjusted opening hours, you can also instil trust and confidence in them by presenting a business that appears to be well established and organised. This is particularly important as those consumer sentiments have declined due to the pandemic. So far, businesses have done well in adapting their processes to changing customer needs in such a short amount of time and under incredibly difficult circumstances at that. With the coronavirus crisis far from over and many facing an online future, the only thing we can be certain of at this point is that businesses and retailers must act now to grasp opportunity. By utilising platforms such as Google and Microsoft, business owners are not simply making the best of a bad situation but are more so positioning their brand at the forefront of their chosen industry, gifting a significant advantage when markets reopen in their newly digital-focused form.

Read More

Most Advertisers Shifting, Not Canceling, Media Campaigns Amid Pandemic, Advertiser Perceptions Report Finds

Article | March 31, 2020

While 89 percent of advertisers have been disrupted by COVID-19, only a third have canceled a campaign outright. The rest are changing their media mix and/or looking to shift their spending into the second half of the year. Despite the shifting of current media dollars, fully 81 percent of advertisers expect to cut ad budgets significantly this year, and 68 percent expect to spend less next year because of the pandemic.

Read More

How to Reinvent Digital Advertising After the Death of the Cookie

Article | February 12, 2020

Proving that its privacy mission isn’t just talk, Google has taken its first major step towards blocking third-party cookies. In its latest policy update, Chrome 80 will stop supporting cross-site sharing, unless cookies are flagged in line with the SameSite internet standard. On the surface, this move is about online security and clarity. As long as technology vendors and publishers label cookies accurately, tracking and targeted ads can keep running. But with semi-restricted cookie sharing now the default for those who fail to flag, it seems like this will be a sizeable nail in the cookie coffin.

Read More

Alex Webb: More kids with smartphones spells advertising bonanza

Article | February 10, 2020

The revelation that, by the age of seven, 53% of British kids will own a mobile phone, will come as good news to one group in particular: advertisers. By the time U.K. youngsters are 11, the ownership ratio reaches a whopping 90%, according to a report published last week by the research consultancy Childwise. And as the penetration of smartphone usage rises, it creates more opportunity for advertisers to get in front of young eyeballs. Parents need to get clued up if they want to stop that from happening. For now, advertising targeted at children has been slower to migrate online than in the broader industry. Whereas more than half of the world's $614 billion of ad spending is now online, less than a third of the outlay for ads targeting children is digital, according to a 2019 study by PricewaterhouseCoopers.

Read More

Spotlight

Text100

Text100 is a global marketing communications agency. We make your words matter in a world that is increasingly dominated by technology, disruption and speed.

Events