The site, created by Magic’s award winning creative team in four weeks, needed to appeal to the whiskey tasting market in 26 countries across the world.

Carl Willimott says, “To develop a site which will appeal to a niche market from Singapore to Moscow, Johannessburg to Toronto was a creative challenge in itself but the project also needed to adhere to an extremely tight deadline to achieve maximum exposure and ticketing sales on the back of the event’s tenth year. After many late nights we, and the client, are delighted to announce the launch of the new site which allows consumers to search for a specific event, order tickets, purchase merchandise and download ticket information all online. The core content management system used provides the client complete visibility of what their customers across the world are searching for, buying and attending ensuring first class customer service at each and every event.”

Currently in the UK, Google permits other companies to bid on your trademarked terms, but they cannot make mention of your brand in their ads without permission. In an effort to “improve ad quality and user experience”, Google will adjust their trademark policy to allow some ads to use trademarks in the ad text and possibly permit other companies to mention your trademarked terms in their Google Adwords/AdSense ad copy.

Essentially what this means is that Google will no longer police trademark usage. For those of you who have submitted your marks to Google expecting them to prevent anyone unauthorized from using them in the text of ads, you need to understand that shortly those protections will be gone. As long as the advertiser has the trademark on their website, selling the product or service, or providing unbiased information about the product or service, they are free to use the trademark in their ad text regardless of whether the owner of that mark has given permission for its use.

So what does this all mean for you? Well, from now on advertisers in the UK will be able to create specific ads for each of the brands they sell which will reduce the number of overly generic ads that appear across our networks. In our eyes it signals the beginning of a more dynamic paid search landscape, streamlining online advertising to help create a more narrowly targeted ad text highlighting specific inventories.

However, it also means Google has opened itself up to a myriad of scams and fake sites designed solely for the purpose of redirecting hard earned traffic to ‘informational’ type sites and allowing others to capitalise on your marketing efforts. Policing trademarks will fall back onto the shoulders of the mark owners which increases costs and will require a skilled team to implement.

In order to prevent traffic leakage and misuse of your brand logo and messaging, it means an increased reliance on your agency to provide ongoing reports into what’s happening in your search space, as well as protection against revenue decline on your high conversion terms.

If you’re interested in finding out more we’re always happy to talk. Call us now on 01603 252555

But is it effective?

Well, the simple answer to that it seems is Yes.  Earlier this year, comScore (in conjunction with .Fox Networks) released their study regarding ‘uplift in brand engagement’ which looked at the impact video advertising and display advertising can have.

Although both were seen to successfully increase brand engagement, when compared side by side it was video that came out on top. Consumers were found to be 28 percent more likely to visit the brand site after viewing a video than after a display ad. It was also seen that the first five exposures of the video had a larger impact that that of the display ad.

With the focus of online activity changing over the last few years to view the ‘engagement’ factor in advertising as more imperative than ever before; this is an area where video can really impact.

Good video advertising should be immersive and engaging and should have a far greater ability to create an emotional response from the consumer. Creating an emotional response is one of the key factors of online advertising due to its ability to trigger an action – a self serving action such as a click-through or perhaps a ‘forwarding’ action where the video can become more viral. An emotional response to an advertisement is one of the most effective ways to drive uplifts in traffic and brand awareness.

With the development of ‘video analytics’ we can also really measure the success of video campaigns and learn how to continually improve and evolve the offering. Information such as video views, average viewing time and the percentage of video watched will help marketers understand and refine their campaigns with more depth and clarity compared to display ad analytics.

Of course engaging the consumer is only the first step. Whilst the best video advertisements will give you uplift in traffic and your online brand awareness, conversions will only follow if the rest of the customer journey measures up – the video only brings customers to your door, it’s up to you to let them in!

For many people, video advertising has only now started to become a ‘must have’ feature and medium. However, now established, it is an area that will continue to grow and evolve until soon we’ll be watching 3D HD virals to choose our holiday destinations…

Graeme brings with him a wealth of SEO experience, both on and off page, making his appointment a valuable addition to Magic’s already growing search team.

Impressed with our technical knowledge and brand-focused design, the new website will target SMEs, industrial and commercial users and Third Party Introducers and is due to go live at the end of the summer.

Using our unique Content Management System to power the website and intranet website gives the client the ability to speak to their three distinct customer bases in a clear, concise and easy to manage format.

With consumer spending down, the drive to find new,  alternative or complementary sales routes by marketing managers are leading direct to the internet and in particular to SEO all in a bid to replace falling high street sales.

This change in marketing tactics is entirely reflected in Magic’s recent new business success. The client base has grown by 150% over the past few months which has led to a specific SEO recruitment process and sees the team double in size. Carl Willimott, Business Development Manager, comments: “Interestingly this surge in new business is not restricted to particular market sectors or indeed the size of the company, some businesses are approaching selling online for the first time, with others overhauling their existing online presence to improve performance. Whatever the brief, with a talented team of professionals hand-picked to offer first class technical expertise and client service, Magic is able to offer a commercially sound solution.”

The new website will allow people to search for a specific event, order tickets and merchandise and download their ticket information. Magic’s core CMS will also support a back office solution allowing the client full control of ticket allocation, news, video upload and event management.

Carl Willimott, Business Development Manager commented: “We’re delighted to working with a national publisher. We worked very hard to secure this prestigious piece of business and are very much looking forward to working with the team at Paragraph Publishing to deliver an integrated online solution.”

Carl Willimott, Business Development Manager, comments: “We are delighted to be working with Gressingham Foods. This is a fantastic opportunity for the agency to demonstrate our integrated services and we are looking forward to using our creativity and technical expertise to represent the world-renowned brand online.”

Using Magic’s new CMS, the website will feature a media centre, allowing Gressingham Food to upload recipe ideas and cooking demonstrations to popular social media platforms such as Twitter and Facebook.

Launched at this year’s Crufts Show, the website features an integrated stockist search facility. Users can opt to buy their pet’s nutritional supplements direct online or via the UK wide network of stockists. The site also features a robust Magic Ecommerce CMS Platform, meaning full client control of page, stock and article management. 

Magic’s Senior Online Account Manager Paul Gosnell said “We were thrilled to win the pitch for Lintbells. It gave us a real opportunity to showcase our web design skills and marry them up to another proven Magic back end CMS. We have managed to provide some great functionality for this well respected company.”

Since launch, the site has gone on to provide an instant return on investment with a great influx of direct orders.