In an announcement posted on Google+ last Thursday, Google found out the search engine’s new associate area extension ability. This is a breakthrough moment for manufacturers who sell their product at third party retailers, as they can now specify the nearest destinations to find the object being searched by a consumer. You can set up this feature easily in AdWords; all you wish to do is select “affiliate destinations” in the Ad extensions tab and select the stores your product can be found. The catch?The brand’s vicinity data must be correct and recent for advertisers to truly reap the merits of this function. The affiliate location extension might be rolled out over a higher two weeks across the US.
On Friday, Johnson and Johnson’s CMO, Alison Lewis, revealed the magnificent success of a contemporary O2O campaign executed by the agency, during her presentation at the ANA Masters of Marketing Conference in Orlando, Florida. Lewis discussed JandJ’s “brick and mortar legacy” and the agency’s aim to innovate in the electronic space. JandJ launched a crusade around the skincare product Neutrogena after gathering data from in store loyalty cards that discovered consumers predominantly only purchased one product reminiscent of face wash, instead of a multi product skincare kit. This data was leveraged for a show campaign featuring product pairings, which reached 18. 1 million households, generated 83 million impressions, and lower back $5.
84 million on ad spend, blowing past benchmarks out of the water by 189%. Lewis summed up the significance of the O2O advertising and marketing space completely, “Offline will still be a significant portion of our sales, but growth online will double… patrons still want the physical but they operate on the digital.