Latest blog entries

Why the move from IPv4 to IPv6 Is a Win for Digital Advertising

mkiarie@xemplar.biz (Martin Kiarie) — Fri, 08 Jun 2012 12:23:38 +0000

The migration to IPv6 is could be a big win for digital marketers both here internationally and here in Kenya.

With IPv6--the new Internet standard that provides more than 340 trillion, trillion, trillion addresses--determining a precise IP address becomes a much simpler task due to the system’s “end to end” nature. And that has direct benefits for digital advertisers, according to the chair of the Internet Engineering Task Force.

To keep it simple, IPv4, which usually looks like this, “192.168.1.1″ only allows for about 4 billion total addresses. However the new IPv6 standard allows for more than 340 trillion, trillion, trillion addresses. Many Internet Service Providers (ISPs) and major sites (like Google) have already begun to switch.

However on top of just wanting to be ahead of the game, Google will reap other benefits from the move, here’s why.

The 4 billion or so addresses in IPv4 aren’t nearly enough for the number of connected devices in the world today. But they don’t have to serve every single one, since network address translators (NATs) can distribute “private” addresses to devices on a local network. It’s analogous to an apartment building — each unit has the same street address, but their numbers are different. In summary, in your office each device has a different IP number but as far as the “internet” is concerned, all those devices are using the same IP. This makes it difficult to tell who or what is browsing the internet. This is a real problem if your business model depends on that information, the very lifeblood of digital advertising.

However, with IPv6, determining a precise IP address becomes a much simpler task due to the system’s “end to end” nature, as said by Bob Hinden, chair of the Internet Engineering Task Force (IETF) and one of the architects of IPv6 along with Steve Deering. Since the number of IPv6 addresses is nearly limitless, private addresses become unnecessary, and so everyone will have their own identifier on the internet, thus making it profitable for digital advertising as now ads reach can now be more targeted.

To understand more about the differences between IPv4 and IPv6, read a guide here http://mashable.com/2011/02/03/ipv4-ipv6-guide/

So folks, tell me what you think? Will we see an increase in digital advertising spend in Kenya? Also how long do you think it will take till we fully embrace IPv6 locally?

How to measure the Marketing and Business Contribution of Digital Marketing

mkiarie@xemplar.biz (Martin Kiarie) — Tue, 29 May 2012 09:33:27 +0000

It is every marketer’s concern. How do I track the efficiency of my marketing initiatives.

Well that is the power of digital, information. When you have a digital strategy integrated in your overall marketing strategy, then it allows you to track the effectiveness of all your marketing initiatives. That is why we now see an increase of billboards that have an SMS short code or USSD code. Smirnoff for example have added a USSD call to action on their above-the-line marketing collateral, as shown below. Now on top of the normal visibility attained, they are now able to track the engagement.

eMarketer have released an article that dictates the The Seven Performance Metrics that Matter Most.

The Problem: “Digital marketers today are drowning in metrics, but they don’t know which ones are important or how to connect the dots in a meaningful way that will drive marketing performance.”

Digital Impact makes a bold proposal: There are only seven metrics that are critical for performance measurement across digital channels. While countless other metrics are available to marketers, these seven are the ones that marketers should seek to master. These are:

Are you tracking the results of your digital impact? or are you using digital to track the effectiveness of your offline marketing initiatives?

New Media use continues to grow internationally and locally

mkiarie@xemplar.biz (Martin Kiarie) — Thu, 24 May 2012 08:52:03 +0000

Marketers' use of newer media platforms to engage with customers - including online ads, social media, search engine marketing, search engine optimization, mobile and viral videos - has reached extremely high levels over the past four years, according to the latest study of newer media by the ANA (Association of National Advertisers).

*Newer Media Platforms Being Used* by Marketers**
	2007	2009	2011
Online ads	81%	84%	96%
Social networks/social media	20%	66%	89%
Search engine marketing	69%	80%	88%
Search engine optimization	74%	86%	88%
Mobile	28%	32%	75%
Viral video (e.g. YouTube)	25%	50%	64%

* Source: ANA 2011

These trends are also being seen locally as more and more organisation seek to get higher impact for their above the line marketing initiatives.

We are also seeing this, especially during this election campaign period. Digital campaigns have now become an integral part of overall campaign agendas, with the TNA for example having the ibelieve.co.ke as the key call to action in their banners and ads. Now, anytime you login to Facebook, you are met with a number of political campaign ads.

In the next post, we will seek to cover how the impact of traditional media is being increased by about 40% through digital media integration.

Martin Kiarie Speaking on NTV about Digital Marketing in Kenya

kkibiego@xemplar.biz (Kevin Kibiego) — Tue, 01 May 2012 13:06:00 +0000

Our CEO, Martin Kiarie, was recently interviewed on NTV's Segment PM Live speaking on Digital Marketing in Kenya, latest trends and the needs for business to adopt digital marketing as a key avenue to increase their revenue base and generate revenue online.

View the full video below:

Do you agree with Martin? Give us your feedback below:

New Facebook Timeline For Business

kkibiego@xemplar.biz (Kevin Kibiego) — Tue, 03 Apr 2012 06:43:02 +0000

Your Facebook business page is about to get an overhaul. Sometimes that can be good if you’re ready for it. If you are like most businesses you are just now realizing the change for the Facebook timeline for business. If you gear all winter for spring cleaning in your house, then once it’s time to get started you are raring to go and nothing can stop you. However, if you wait til the last minute, you will be scrambling anxiously. Get a jump start on the Facebook timeline for business change.

Why is Facebook Timeline for Business Necessary?

Facebook started as a community driven idea. “Facebook helps you connect and share with the people in your life.” That was the original driving goal that the Facebook founding fathers were striving for. Then they decided to let businesses have some of the action and now the Facebook timeline for business change seeks to gain some control. Unfortunately, businesses wanted the quick sale instead of the relationship building. “Click Like and Save!!!” “Act now and get a discount.” We’ve all seen these on business pages. This does nothing for the relationship. All it does is drive people to the lowest bidder.

Don’t you cherish those relationships that are mutually driven? Facebook is driving towards this and their Timeline for business is their answer. Most of the expressions I get after mentioning Timeline are negative. But, stop and think why. You have to believe that anytime something changes there are going to be the pessimistic ones who don’t have time or don’t want to learn something new. Let’s take a quick glance at why Facebook timeline for business is their best idea yet.

Timeline for Business Gives You Explosive Image Creativity

When you view someone’s timeline that has uploaded a picture that is well thought out and intriguing, you can’t help but notice that this person takes pride in their life and how they portray themselves. Think about a business with no logo. It’s hard to take them serious. The cover photo on the Facebook timeline for business will distinguish those companies that take pride in their business and the relationships they can build from those that are just there to make a buck.

A cover photo says it all, and so does their profile picture. Facebook is no longer for everyone. (Well, it is, but won’t be effective for everyone who doesn’t take the critical time to present themselves professionally) When you shake hands with someone, it tells a story right there. Do they have a firm grip? Do they use 2 hands? Do they look you in the eye? All these things are important to judge the character of a person. Facebook timeline for business is no different. Your cover photo and profile picture are your handshake. Does it speak volumes about your dedication to detail and willingness to invest in the relationship, or does it make you wanna find someone else who does?

Your Apps View on Business Timeline are Limited, So Choose Wisely

If you’ve looked at some business pages you’ve seen the long list of apps on the left-hand column. Did you click on all of them? Probably not. Facebook timeline for business now gives you the opportunity to choose your top 4 and make them stand out. Most apps came with their own tiny icon. It’s your turn to change that. Back to the creativity idea in your business timeline. Take the time to engage your people to click on your top apps not only by their name but also by how they look. You have complete control. Make a compelling icon and people will not only want to see what you have to offer in your top four but they will be encouraged to visit your other apps as well.

Your Facebook Timeline for Business Tells a Story

I remember as a kid, birthday’s were a huge thing. They may last an entire month if you played your cards right. Everyday I woke up, the one thing at the top of my mind was, “My birthday is coming soon.” Facebook Timeline for business gives you that kind of control. If there is something about your business that needs to be in the forefront of your customer’s mind, tell them and keep it at the top. These are called pinned posts. These can stay at the top of your timeline for up to seven days.

Not only will stories be able to be “pinned” and showcased, the pictures you choose for that story can be enlarged. Want a picture of your team and their involvement in a community project? Need to let everyone know that there is something new in your business? Timeline helps with just that. This keeps your story easily accessible for those that want to find it fast. No more scrolling through pages of recent posts to find the one that was the most interesting; it’s right at the top!

Pinned stories keep relevant content at the top. Highlighted stories, or ones that have been “starred” give you full-width capabilities. Take that extra wide angle shot you’ve always dreamed of and showcase it on your timeline. It can span the two column gap and make that story stand out.

Facebook Timeline Shows Friends of Businesses

Facebook was designed for personal friend interaction. Businesses were left out of the loop … until now. The only connection businesses had with their Facebook friends is to be able to post on their own wall and it would show up on personal profile pages. Luckily, Facebook developers have crossed that line and now businesses, using the new Facebook timeline, can interact personally with their “community”.

When anyone visits your business page, they can be immediately greeted by their friends who like your page at the top of your business timeline. Everyone likes to see familiar faces and this is exactly what the Facebook developers were interested in; connecting people and building relationships. Your friend activity is important to you and to your business page. When someone mentions your business you can see it immediately at the top of the page. Then when you thought everything was new and exciting, in comes the new admin panel.

Snapshots and Important Info are Key Visuals in the New Admin Panel

Luckily, the developers at Facebook realize the importance of your time and want you to be able to see quick action items at a single glance. Your new admin panel in your Facebook Timeline for business is versatile and informative to say the least. Notifications are important to you because you can see who is interacting on your page and respond quickly. Insights are now contained in a quick snapshot so you can quickly see how your posting is affecting your friends and visitors. Messaging from businesses to friends is long overdue. Once you start sending messages to your friends as a business, you start creating long-term relationships. Not only that, but the one thing Facebookers love more than seeing that beautiful red icon for a new notification is a gorgeous red icon for a new message. This is where the good businesses get separated from the rest. Personal interaction is what drives Facebook and the more personal interaction you get from friends, the more loyal customers you create. The new admin panel helps you manage this from one source; your business timeline admin panel. You are able to quickly see new messages that you need responses.

Some of the other quick features that admins have access to are the ability to quickly manage your pages settings, building an audience, and getting the help you need right away. Your page settings give you the ability to edit your page and also see what kind of activity is happening. Inviting friends, sharing your page, and even creating an ad has never been easier. The help section allows you to get quick information on getting started, managing your page, expanding your reach and more.

Getting Started with the New Facebook Timeline for Business

First and foremost, start with a new mindset of how Facebook should be used; relationships, personal interaction, and building a community. Facebook is not a tool for your business to make another sale. It’s purpose is to grow friendships.
Your cover photo and profile picture should be the first thing you change. This is the handshake you offer to your first time visitors. You never get a second chance to make a first impression rings true here. Make sure your first impression is a good one.
Your “About” information is crucial to those who first meet you. After the handshake you always start with your information. Future friends will want to know what you are all about. The information in the About us section is vital to driving people to learn more about you.
Start showing what is important to your business on a weekly basis. Highlight what is important in a pinned post and make sure you update this every 7 days. People are drawn to highlighted information, so give them what they want.
Daily posts drive traffic. People like your page for a reason. They want to know more about you if nothing more than to have the information. By posting daily you engage people to see what you are doing and to start a conversation.
Follow through with your new and old friends. Relationships take time!!! Invest in your friends and they will invest in you.

IMPORTANT!!!

Although you now have some updated ways to interact with your friends, there are a couple things you should know about how to create a new cover photo.

Do not include any information about some kind of deal for people to purchase or buy. You have to get more creative in your cover photo than just how to sell another product.
Contact information is prohibited in Cover photos. That kind of information is reserved for the About us section of your business profile.
NO ARROWS pointing to the “Like” button. Get creative instead of manipulative.
You can’t have any “call to action” information.

The new Facebook timeline for business isn’t the answer to all your problems, but it will allow you better serve your customers interactively. The cover photo is a place for your business to be creative. Have fun! Make it personal! Get people excited to be on your page by allowing them to see that you place value and pride in your business image. Utilize the pinned posts in your Facebook timeline for business to reach your customers with important information. Start conversations with those who like your page and utilize the new admin panel on your business timeline to keep in constant contact. It’s all about relationships and the new Facebook timeline for businesses makes it easier than ever before to cherish them.