Why You Shouldn’t Rely On View-Through Conversions For Your Remarketing Campaigns

I am a firm advocate for measuring click based conversions when it comes to performance focused online marketing with various attribution models applied depending on the goal. With that said however, I’m also open to the fact that like real world billboards; display and remarketing campaigns can generate view-through or post impression conversions. For those that don’t know, a view-through conversion is where someone has seen your advert at some stage and then has come back to your website or landing page direct or via another source and converted into a lead or a sale.

view-through-explained
 

The main issue with measuring view-through conversions however is that you can’t actually tell if the prospect seeing the ad was the reason they came back and converted, or if it was another marketing campaign (the one they clicked perhaps) that influenced their decision. They may have even come back and converted if there was no marketing turned on at all. Without a clear and accurate view of the sources, campaigns, ads or targeting that are delivering actual results it becomes hard to correctly attribute the conversion and then optimise and improve your overall marketing results.

Continue Reading

Online Marketing Conferences, Expos & Summits in New Zealand & Australia 2017

conferences-expos-2016Online marketing events in New Zealand and Australia are continually improving with speakers, topics and training getting better and better every year as well as the sheer number of events rapidly rising. 2017 is set to be no different with a huge lineup covering everything from SEO to B2B Marketing for you to attend, learn from and network at.

Below is a list of my favourite conferences, expos, forums and events that are on in 2017. This list is by no mean exhaustive so if I have missed any that you are attending, you’ve spotted one on Meetup.com or if you are hosting one yourself please let me know in the comments.

Continue Reading

Patrick Foster: 6 Marketing Blunders Entrepreneurs Make When Starting Out In Ecommerce

The way we shop is changing. As consumers we are always looking for the next best thing when it comes to products, services and convenience. As online shopping continues to become more popular, with total online spending by New Zealanders in January up 16 percent compared to last year, smart ecommerce entrepreneurs need to be prepared to up their game. From SEO and A/B testing to web design and content marketing, there’s a lot that needs doing to ensure your online store stands out. Unfortunately, not everybody gets it right.

Here are 6 marketing mistakes you should avoid when launching your great ecommerce venture.

Continue Reading

5 Ways One Of Australia’s Biggest eCommerce Companies Plans To Grow This Year

This post originally appeared on Inside Retail and InternetRetailing.com.au.

You may not have heard of Redbubble but it is an eCommerce company, launched in Melbourne back in 2006. Essentially, the website allows artists to sell their art, photography and patterns which are printed on a range of items including t-shirts, cushions and phone covers with Redbubble taking care of the sale, manufacturing and shipping. It has attracted artists and customers from around the world and since 2006 has quietly grown to be one of the country’s biggest eCommerce companies with 147.8 million website visitors last financial year and revenue of $114.6 million, growth of 61.2% compared to the previous year.

Redbubble is again forecasting strong growth this financial year with revenue expected to jump by 50.26% to $172.2 million. With the business 10 years old many analysts would assume it has matured and would expect growth to taper off, however they are showing no signs of stopping – so how are they doing it?


Redbubble’s growth in GTV (gross transaction value) since FY08.

Continue Reading