Archive for the ‘ 2016 Leap Year Series ’ Category

3 Trends Influencing Digital Advertising

  Mobile Ad Spending is Exploding while Desktop is Flat There’s a $21 billion untapped opportunity for brands to catch up with how people consume media. Internet advertising revenue increased 20% in 2015 over 2014, hitting $60 billion total. Spending on Mobile ads grew more than 66% while Desktop increased just 5%. Only 12% of…

 

Mobile Ad Spending is Exploding while Desktop is Flat

There’s a $21 billion untapped opportunity for brands to catch up with how people consume media. Internet advertising revenue increased 20% in 2015 over 2014, hitting $60 billion total.

  • Spending on Mobile ads grew more than 66% while Desktop increased just 5%.
  • Only 12% of ad budgets are for Mobile, where people spend 25% of their time.
  • People spend 22% of their time on Desktop where 23% of ad budgets are earmarked.

 

Facebook and Google are Winning

Google and Facebook combined caused 75% of online advertising growth in 2015 over 2014.

  • Facebook’s ad revenue increased 59%.
  • Google’s ad revenue grew 18%.
  • Only 13% of growth was contributed by all other digital players combined.

 

Millennials Still Use Facebook

Industry reports keep saying that Facebook is out of vogue for teens and young adults, but the data tells a different story. Facebook surpasses all other social media platforms on both reach and time used with 18-34 year olds.

 

 

Based on KPCB Internet Trends Report

Winning Content and Customer Experiences

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns. Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX: 90% – Desktop…

Brand value from a customer perspective is not always decided by the almighty dollar. Customer experience (CX) strategies are driving successful content marketing initiatives, higher customer satisfaction, increased revenue, reduced churn, and overall more effective marketing campaigns.

Research by Econsultancy and Adobe ranked these touchpoints as the most important for optimizing CX:

  1. 90% – Desktop website experience
  2. 86% – Mobile website
  3. 85% – Email
  4. 79% – Telephone support / sales
  5. 77% – Digital advertising
  6. 76% – Social media

 

Content distributed through these touchpoints tends to perform better if it falls within these categories:

Best performing content is 3 times more likely to be emotional. Perhaps this is stating the obvious, but content that provokes excitement, anger, hope, sadness, or anxiety get our attention. Pulling on heartstrings still works and cements the experience in our minds.

Content with rankings and comparisons drive more engagement. This airport rankings comparison is an example of easy-to-digest content that pulls in readers to find which detail is important to them.


Combine relevant topics with familiar touchpoint data. For example, people know and understand Instagram. If travelers are looking for top points of interest in a state they want to visit, this chart gives a quick snapshot using a reputable platform’s crowdsourced data.


Knowing and targeting your audience is crucial to delivering your valuable content through the most engaging touchpoints. People don’t want to see every offer or message from every brand. Content and CX strategies that match the desires of your best customers will give your content the highest value in their minds. Hyper-targeting audiences based on demographics, past behavior, purchase history, geography, and lifestyle interests delivers the customer experience your audience wants.

Personalizing the experience should be done wherever possible. Strategies can include discounts based on browsing history, greeting people by their name in emails, or tailoring offers to micro-segments. This is a huge part of the overall customer experience and can add real value to the bottom line:

  • 73% of consumers prefer to do business with brands that use personal information to make their shopping experiences more relevant (Digital Trends)
  • 86% of consumers say personalization plays a role in their purchasing decisions (Infosys)
  • 45% of online shoppers are more likely to shop on a site that offers personalized recommendations (Invesp)
  • 40% of consumers buy more from retailers who personalize the shopping experience across channels (Monetate)
  • 80% of consumers like when retailers emails contain recommended products based on previous purchases (Listrak)

Marketers have an opportunity to set their brands apart by offering better digital experiences and more relevant content. A study by Accenture revealed that “customer experience is at the heart of digital transformation”. 56% of companies look at the impact of digital in relation to customer experience and 80% of firms use third-party providers for at least one part of their digital transformation. The report also said that, “Companies are focusing on digital channels to make customer interactions more engaging: 63% are planning to enhance their online experience, 46% are looking to add or improve their mobile offerings, but only 39% want to improve their in-store experience.” Consumer preferences are clearly driving how brands change the way they distribute content and create digital experiences.

 

This post is based on articles from MarketingLand and Business 2 Community

In-the-Trenches View of Ad Blocking

Written by Chris O’Neill | @chrisoneillpro   A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.   How…

Written by Chris O’Neill | @chrisoneillpro

 

A recent poll of my network revealed how in-the-trenches media professionals are dealing with the growing issue of ad blocking. Responses showed diverse approaches to what could be the biggest hurdle for digital media this year. Here is a summary of what industry leaders had to say.

 

How are media professionals dealing with this issue?

  • Diversifying across media channels so issues with display will have less impact
  • Deciding that people who choose to block ads aren’t a qualified audience anyway
  • Increasing native, social, email, and blog efforts because they are not blocked
  • Relying on outside media partners to manage the situation
  • Using this as a wakeup call to re-evaluate opportunities for effective non-display tactics

 

What work still needs to be done?

  • Identify qualified people without ad blockers to ensure they get added to targeting pools
  • Know definitively how many people actually use ad blocking, to accurately quantify potential impact

Millennials Find Products via Email More Than Other Age Groups

  Millennials are using retailer emails more than other age groups to find products and services. 43% of Millennials have increased engagement with retailer emails the past six months compared to 32% of other shoppers, according to Epsilon’s new shopper behavior study. This isn’t too surprising because Millennials check email more than other age groups,…

 

Millennials are using retailer emails more than other age groups to find products and services. 43% of Millennials have increased engagement with retailer emails the past six months compared to 32% of other shoppers, according to Epsilon’s new shopper behavior study. This isn’t too surprising because Millennials check email more than other age groups, and do it on their mobile device which is the more effective context for email engagement. We expanded more on those details in this post: This is How to Reach Millennials

Not only are they using email more than ever to research and influence purchase decisions, but have also turned to other “old school” channels the past six months:

  • 47% of Millennials used more printable coupons in the past six months compared to 34% of other shoppers.
  • Nearly 53% of Millennials used daily deals compared with 34% of others.
  • Almost 56% of Millennials increased their use of price comparison sites.
  • 51% of Millennials also increased direct searches to brand sites.

 

Post based on AdWeek article.

This is How to Reach Millennials

  Millennials (18-34 year olds) will represent $200 billion in annual buying power by 2017 (Harvard Business Review). So how can brands reach this lucrative demographic? We’ve all heard the typical advice, ‘put your advertising budget into social media, after all that’s where the action is’. There’s no doubt Millennials love their social media for…

 

Millennials (18-34 year olds) will represent $200 billion in annual buying power by 2017 (Harvard Business Review). So how can brands reach this lucrative demographic? We’ve all heard the typical advice, ‘put your advertising budget into social media, after all that’s where the action is’. There’s no doubt Millennials love their social media for keeping up with friends, events, and sharing each and every moment of their day.

But when it comes to consumer-to-consumer brand communication, they prefer more direct contact. A 2015 study by the Principal Financial Group shows given the choice between email, in person, postal mail, social media, phone call, online chat, or text message, Millennial respondents overwhelmingly choose email straight across the board. They want one-to-one contact with companies, whether it’s for offers, customer service, or other communication.

Marc Apple, owner and chief strategist at Forward Push Media believes no one is constantly on social networks, but most people check email every day, whatever their demographic profile:

“In my opinion, email is the original social media.”

Not surprisingly, Millennials check email more than any other age group according to a recent Adobe study. That same study found nearly 98% of Millennials check their personal email at least every few hours at work, while almost 87% of Millennials check their work email outside of work.

But that doesn’t mean the same old email marketing will work. Ultimately, Millennials want useful emails. They want emails to work on the device of their choice, and they want emails to appeal to their interests and passions (Harvard Business Review). Here are some tips for planning your next email campaign involving Millennials:

  1. Mobile Rules – Since they live life on their phones, design your emails for mobile first. Use responsive design across every screen size. Get your call-to-action across quickly as part of a clear, captivating mobile user experience.
  2. Targeting – Stop batch ‘n’ blasting and start marketing to individuals. Millennials expect personalized, relevant content that interests them. Take advantage of a third-party hyper-targeted email advertising campaign and precisely target your ideal audience based on 100s of criteria. This is a great way to compliment your existing house list and the email delivery is handled by the third party.
  3. Timing – Millennials are more likely than any other age group to check email while in bed (45.2% according to a Harvard study). Experiment with sending emails first thing in the morning or late in the evening with content relevant to that time of day.
  4. Rock Your Content – Content is all-important, and that’s about personalization again. Make it relatable and relevant, speaking to them on their individual terms. It’s got to provoke thought and look smart or risk being swiped away to the trash folder.

Top 5 Myths of Email List Rental

  There has been a stigma around using email lists for some time, they seemed artificial, and some experts claimed it was bad practice. Only 10% of marketers admit to using third-party rented lists according to a Yesmail survey. However, using an email list rental from a reputable partner is one of the best ways…

 

There has been a stigma around using email lists for some time, they seemed artificial, and some experts claimed it was bad practice. Only 10% of marketers admit to using third-party rented lists according to a Yesmail survey. However, using an email list rental from a reputable partner is one of the best ways marketers can boost traffic to their site and increase conversions, all while expanding their in-house subscriber list. This is the new generation of email list rental. Today there are advanced audience targeting techniques, in-depth reporting, and no risk to the marketer’s sending reputation. Yet, too few marketing professionals take advantage of this proven customer acquisition channel due to lingering myths about how the process actually works. Let’s look at some popular misconceptions about using third-party email lists.

 

1. Purchasing Over Renting

Purchasing an email list gives you direct access to a large number of contacts. The data is yours to keep and use as you like. Often it’s a short-cut to increasing an existing house email list. It’s used mainly for marketers who want to cast the widest possible net and blast content out to huge volumes of contacts. Purchasing a list represents an ‘old school’ way of direct marketing and can have serious consequences for a brand’s reputation.

Renting a third-party email list is completely different to purchasing, and much safer. When done properly, the recipients’ email addresses are never given to the marketer and the emails are sent out via the third-party data collector. The marketer sits down with the data provider and defines the targeting criteria for the type of audiences they want reach. After the creative/content is developed, the campaign is tested, and it’s distributed to the selected audience.

 

2. My Sending Reputation Will Be Hurt

A reputable third-party data provider will handle all email marketing complexities such as compliance (CAN-SPAM/CASL), opt-outs, bounces, and spam complaints. The marketer is completely protected from any associated risks. A key to remember is to never send out an email campaign from your marketing software using a list other than your own. You’ll be risking the reputation of your IP address and your company.

 

3. Targeting Hasn’t Improved

Most people are surprised by how precise you can get with hyper-targeted audiences. In the U.S., there are roughly 20,000 audience sources available and each source contains lists of individuals who share a specific set of attributes or activities. For example, if you want to target consumers who are currently researching an automotive purchase, run a B2B campaign to a certain industry, or reach families who haven’t taken a vacation in 6 months, the options are almost endless. These audiences are significantly more responsive because your message is highly relevant and connecting with the right people at the right time.

“It will probably shock you on how precise we can get with this type of marketing, particularly in the United States,” says Kitty Kolding, CEO of Infocore. “There is no other place with as much data with as much precision and with as much depth.”

 

4. I Don’t Have Permission

A common concern around email marketing is permission. Many believe due to privacy and anti-spam regulations they are unable to market to contacts who haven’t already opted-in to receive emails from their company. The good news is there are third-party partners that have the verified permission to send emails to your target audience on your behalf. Many list companies will promise you a fully compliant and targeted email list, but do your research to ensure your partner can explain where their data is sourced and how often it’s cleaned. You get what you pay for when it comes to list rentals. A suspiciously low price is a sure sign the data is stale and lacks the proper permissions.

 

5. High Traffic = Results

If you’ve sent out your email campaign and there’s been a flurry of traffic to your site, make sure you check that it’s the right type of traffic. There are fly-by-night list companies and even some more well-known vendors that will supplement their lack of quality data and deliverability with artificial traffic. An important question to ask yourself is whether the campaign reporting and traffic patterns look like the activity of real people. Here are some key indicators to protect yourself:

  • Lots of traffic in the middle of the night.
  • Traffic only comes in small periodic batches.
  • 99% of all campaign traffic is from a desktop computer with the same operating system and browser.
  • All traffic cuts off after 24-48 hours with no residual traffic trickling in over the next few days.

How do you look for this?

  • Look for whether all these indicators show up in your web analytics for that campaign.
  • Compare against your house email list campaigns.
  • Compare against other digital media traffic (display, search, etc).
  • Does this traffic and the behavior pattern differ greatly from what real people do on the site and compared to the traffic from all the other advertising sources?

 

Check out Future Flow Media’s hyper-targeted email capabilities and learn how we help brands reach new audiences. Ready to start building your next campaign? Contact us at sales@futureflowmedia.com or call 1-877-478-8248.

Once is not Enough: Mobile Retargeting

  Most customers will not buy, book, or request more information the first time they visit your website. They spend time doing research and can forget about a certain product or service very easily. A category or product page they’ve read on your site gives you valuable information about that consumer. Retargeting completes the loop and displays ads to those high-intent…

 

Most customers will not buy, book, or request more information the first time they visit your website. They spend time doing research and can forget about a certain product or service very easily. A category or product page they’ve read on your site gives you valuable information about that consumer. Retargeting completes the loop and displays ads to those high-intent visitors while they browse other sites. This has been proven to be highly effective since, as cmo.com reports, consumers who see retargeted ads are 70% more likely to return and convert.

Mobile Usage Is Surpassing Desktop

The majority of retargeting efforts are setup to work with desktop consumers. As you’ve probably heard, mobile usage is out-pacing desktop in almost every category. Take the Travel/Tourism industry for example: In 2016, more travel sales will booked on a mobile device compared to a desktop or laptop. Accommodations and airfare booked via desktop continue to decline as people grow increasingly comfortable researching and booking trips on small-screen devices. eMarketer’s latest travel industry study forecasts 52% of US travelers who book trips via digital channels will do so using a mobile device, which will be up from 43% in 2015. It’s clear your audience is on their smartphones and tablets more than desktops and now they are making more significant purchases on those devices.

Apps vs Mobile Web

The majority of mobile usage occurs within apps compared to mobile web. Nielsen data shows an overall 80/20 usage split between apps (email, social, news) and web browsers (Chrome, Safari). But don’t ignore the mobile web when buying media because it’s still very important for brands with mobile-optimized sites who have customers arriving from search engines. Tablet users spend 56% of their time on the mobile web (comScore). The key to successful mobile retargeting campaigns is the ability to access ad inventory across all environments, networks/exchanges, iOS, Android, in-app, and mobile web.

In 2016, it’s important to be engaged along the entire digital purchase journey. Google reports 90% of consumers start a task on one device and finish it on another. Mobile retargeting is a great mid-funnel marketing tool that keeps your brand in front of potential customers at the right moments with personalized, relevant ads on the device they use the most.

Remember:

First, make sure your website or landing pages are mobile optimized. Second, choose a digital advertising partner that has access to mobile ad inventories across iOS, Android, apps, and mobile web. Talk to Future Flow Media about retargeting your audience on their mobile devices. Contact Us

You might also like: The Difference Between Cookie and ID Targeting

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