It’s been a busy week for the Ciao team, as we attended Internet World 2011 in London once again.
Internet World is always a buzzing event full of cutting-edge products, services and experts from the online world – and this year didn’t disappoint. With the UK’s top 50 brands exhibiting, plus over 12,000 visitors over three days, it’s a busy – and hugely exciting – event to be involved in. This year we were pleased to have two of the team giving talks to packed-out conference halls.
Day one saw Vincenzo Calenne, our Team Lead of E-Commerce Sales in Italy and UK, covering ‘Online Reputation in the E-Commerce Arena’. He spoke about the importance of online reputation in relation to e-commerce, discussing the impact of the power shift from advertiser to the consumer resulting from the rise in online review sites.
On the second day Alexander Miller, Team Lead Advertising Sales Ciao UK, spoke about ‘Social Advertising: what is it, who is doing it and why does it work?’. Discussing the notion that consumers are the most influential source of advice for people making purchases online, he looked at what this means for companies looking to build effective social media campaigns.
Alexander explained that ‘now the socialisation of the internet is in full swing’, brands need to engage with consumers online without being too intrusive. He argued that adverts placed on Ciao achieve high hit rates because they are so relevant to an audience that is already looking to make a purchase.
As Alexander explained, the success of this approach was proven recently by HP’s successful advertising campaign, which ran earlier this year on Ciao. We’re pleased to report that over 65,000 click-throughs were generated to a dedicated campaign microsite (http://www.ciao-special.co.uk/HP/estation/ph3/), and creative on Ciao drove over 45,000 clicks to the custom built microsite throughout the campaign.
Click here to watch the full presentation.
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