Archive for Marketing

104 Facts You Don’t Know About Mobile Marketing

Mobile marketing currently represents one of the newest forms of digital marketing present on the market. For those who do not know, it provides customers with personalised information, promoting services, goods and ideas. The technique has been regarded as any marketing activity that is conducted through a network that mobile users are constantly connected to.

Some of the main benefits associated with mobile marketing include the possibility to send location and time-sensitive pieces of information, via a wide variety of channels, including push notifications, app-based marketing, QR codes, SMS, MMS, Bluetooth, in-game mobile advertising, voice email and even through automated calls. As we live in the era of smartphones, mobile marketing carried out via push notifications is essential to promoting services, establishing brand loyalty, encouraging people to purchase products or services, but also making sure that existing customers return to buy more.

In this particular infographic compiled by the team behind Website Builder, you will be able to find 104 interesting facts that you don’t know about mobile marketing, including desktop vs. mobile comparisons, niches that work best, great mobile marketing techniques, but also usage, user friendliness, adoption, commerce, search and conversion stats.

mobile-marketing-final-with-logo

Professional Guest post by Website Builder WebsiteBuilder.org

Three display Advertising issues to watch in 2016

Digital advertising has emerged as a large-scale business and revenue generated through digital advertising is expected to exceed $150bn in the year 2016.

And even though an exact amount that accounts for the cost of display ads globally is hard to calculate, it is around 50% of the money spent on digital advertising.

With such grand costs, display advertising poses its fine share of issues and problems to advertisers.

Apprehension about how ads are delivered, where they go, and how ad views are priced makes marketers hesitant to continue investing as heavily as the campaign requires in order to reach a maximum.

To help such marketers reach a decision, I have summed up three of the main issues digital display advertising had to face in 2015 – and what you might have to tackle within 2016 whether for clients as advertising agency or an individual.

  1. Ad blocking

stop-blog-comvortThe issue in 2015

Ad blocking technology has been met with raised eyebrows for as long as it has been available in the market. After only a couple of years of its release, in 2010, Exonsultancy was shamming ad blocking for killing site Ars Technology in their blogs and article. (Ars Technology surprisingly survived!)

The issue resurfaced in 2015 when Apple enabled ad blockers to work their way into the App Store.

Suddenly, advertisers feared that this threat to an entire niche of digital advertising would run rampant among other sites and companies as well.

The PageFair and Adobe report furthered this concern by showing that ad blocking software usage increased a good 41% year-on-years from Q2 2014 to Q2 2015.

global-comvort-blog

 

This meant that presently the number of people using an ad block was 198m, bringing about a loss of $41.8bn loss in online ad revenue by 2016, as shown in the report.

blog3

Image source: theascent.biz

 

What to watch for in 2016

According to a report from Harvard University Neiman Journalism Lab, considerably fewer people employed an ad block on mobile.

Publishers kept from giving exact figures, but Nieman Lab claimed that according to most responses of tests and surveys conducted the share of mobile ads being blocked was about ‘1 or 2 percent’.

Not even close to the ‘admageddon’ feared by advertisers.

Neiman Lab did call desktop ad blocking a prevalent issue, with 77m Europeans and 45m Americans using ad blocking software, according to the PageFair report.

But, new technologies which give publishers the option to hide content from users which have ad blocks on have come to being.

If publishers continue to use this technology, hopefully the issue will find a way on its own and digital ads revenue wouldn’t have to experience a loss as big as $41.8bn this year.

  1. Ad Viewability

The issue in 2015

In August, the Media Rating Council posted its latest viewability guidelines:

The current industry standard for a viewable display ad impression is a minimum of 50% of pixels in view for at least one second, and for a viewable digital video ad impression, a minimum of 50% of pixels must be in view for at least two continuous seconds.

The IAB is contended with this definition of standard. In an interview in September, the IAB CEO Randall Rothenberg said, “Debate side [of viewability] is over now and that it’s up to the publishers to implement the standards.”

These standards meant marketers will have to buy ads with new dimensions, because of a ‘viewable CPM’ (vCPM) which leaves advertisers with only the option to buy ads which can be viewed.

vCPMs are already available for purchase on Google Display network.

What to watch out for in 2016

Not all were pleased by MRC/IAB definition. A survey of senior digital execs by ClickZ in September showed that hardly one third of respondents find the MRC standard to suffice their particular need.

Also, Google declared its support for vCPMs by claiming to aim for 100% viewable pixels and advising advertisers to not invest in unviewable ads at all. Google went as far in its support as changing all the CPM campaigns to vCPM ones.

Facebook too followed suit and signaled advertisers that it would charge for only 100% viewable ads. Facebook will involve a third party, Moat’s verification services, for video ads.

But Econsultancy’s Patricio Robles highlights a point to ponder in a recent article on this topic, “Advertisers should ultimately be basing their investment decisions on whether or not the media they’re buying is moving the needle or not.”

This statement suggests that segmenting your audiences and measuring properly on the back end leaves advertisers unharmed by viewability in many respects.

However, if your ads are not being displayed on a platform, its only understandable to draw back funding from that platform.

  1. Inappropriate Ad Placement

The issue in 2015

An inappropriate placement was the third major issue that appeared in 2015.

When the purchase of display ads is based entirely on programs, they may be placed at unfavorable positions because of placing by interest or keyword.

Comvort Blog

Image source: www.newsiosity.com

 

This problem is also faced by brands with advertisers indulged in unethical activities. This Singtel is showing up on a site which offers illegal streaming of sporting events.

Comvort Blog

Image source: https://econsultancy.com/

 

This can pose an issue of considerable magnitude to brands and businesses.

In a recent AppNexus survey in APAC, programmatic buying was met with hesitance owing to the ‘the fear of adverts appearing on undesirable sites’ and other significant issues such as the ‘lack of transparency on where advertisements end up’.

Image source: Image source: https://econsultancy.com/

Image source: Image source: https://econsultancy.com/

 

What to watch out for in 2016

Pixalate is a data platform created for the sole purpose of introducing transparency to programmatic ad buying. It built a ranking index for the display ad sellers depending on the quality of the ad they produced.

That offered some help to big ad buyers in having some idea of the sites their ad would be displayed on. However, still the safest way to be sure that your ads don’t appear in the wrong place is manually blacklisting the sites you want to keep distance with.

As Singtel told Mumbrella, “As new sites are constantly introduced, we regularly update our exclusion list to ensure that we only run advertising on relevant and appropriate websites.

We are reviewing the process to ensure that advertising only appears on suitable sites.

Beside these issues…

Display advertising is a great means of creating product awareness and will continue to be so in 2016.

The problems this market has seen; ad blocking, viewability, and even publisher quality are being addressed to some extent.

These issues can have varying impacts on different brands for as long as they prevail. But even in 2016, nothing can outdo high-quality back-end analytics in figuring out return on ad spend.

Professional Guest post by Junaid Ali Qureshi

The “Internet Marketing Lead Generation Ecosystem” infographic

We are happy to share today a useful infographic sent by one of our professional collaborators of Comvort blog, Bri’an Fields, CONTENT MARKETING SPECIALIST from StraightNorth.

The “Internet Marketing Lead Generation Ecosystem” infographic was created by the Chicago SEO experts at Straight North, a B-to-B website design, SEO and PPC firm. It’s served as a blueprint to show how multiple online marketing channels can be leveraged to develop one online lead generation campaign.

lead-gen-ecosystem

This infographic can help both beginner and experienced marketers to:

  1. Understand how various online channels can be combined to create an effective online lead generation campaign;
  1. Identify issues in your current campaign that can be potentially costing you leads, and create alternatives to revise and scale your current campaign.

The hexagons at the top show the numerous channels that can be used to drive traffic to your website. The middle section illustrates the process for reporting, contacting and lead validation, which should be managed by more seasoned Internet marketers. And, at the bottom of the infographic, it shows the leads gathered become a new customer.

Professional Guest Post by Bri’an Fields, Content Mktg Specialist from StraightNorth.

5 tips to bring your global brand to a local audience

If your market is becoming increasingly saturated you might consider growing your business further afield. Take care though, what works in your native country might not always work in a foreign market.

Here are 5 tips to localise your global marketing campaigns.

  1. Think global – act human:
    A global company like Coca-Cola have their marketing campaigns revolve around people enjoying their products. The universal message used to frame this perceived emotion was ‘Always Coca-Cola’ which was then translated into different languages but the core message wasn’t the same. A more recent campaign was the ‘Share a Coke’ campaign which was first trialled in Australia and New Zealand in 2011 and saw a 7% increase in sales. This campaign was then subsequently rolled out globally. The message is simple and couldn’t possibly offend anyone.
  2. Research: When Proctor & Gamble first launched Pamper nappies in Japan it had a stork delivering a baby on the packaging. This packaging was effective in the U.S. but sales struggled in Japan as parents became confused by the image of the stork. It is recommended that you review your marketing collateral before launching your products in a foreign country.

    global

  1. Streamline content:
    To ensure your brand is visually consistent globally it is worth putting effort in creating assets, campaign resources and brand guidelines that can be used everywhere.
  2. Adapt to local marketing expectations:
    Expectations will vary per culture, for instance in the U.S. delivery is a key performance indicator and they prefer their goods to be delivered quickly, whereas France is much more focused on quality and delivery isn’t as much of an issue. Highlight these aspects in your communication.
  3. Global world: With social media messages spreading across the world much quicker – your cousin in the U.S., for instance, might complain about his level of service and you maybe based in the UK and this will still pop up on your time line. Customer service should be key and a global effort.

If you are looking to launch your campaign on a global level get in touch with your Comvort local agency partner today.

Professional Guest post by OWB-UK. (Agency Comvort Member since 2009).

International trade opens a world of opportunities and offers companies access to new customers, revenue and ideas

Interview with Teresa Gualtieri, UK Trade & Investment Manager who gives us an insight of the current state of the digital landscape and her advice for any businesses looking to maximise their digital outreach.

Teresa Gualtieri

Teresa Gualtieri, UK Trade & Investment Manager.

 

What advice would you give to companies looking to trade internationally?
International trade opens a world of opportunities and offers companies access to new customers, revenue and ideas that can boost a company’s profile, credibility and bottom line. Like any other major business project, research and planning are absolutely crucial to success, as well as pulling together the essential know-how, resources and team of professionals. The experience and expertise gained in the domestic market is also invaluable and the passionate belief in your product or service is no less important.

Is there anything you need to bear in mind with cross-border e-commerce?
Every country has its own tax system, covering issues such as sales tax. As you export, it’s critical that you understand these rules and comply. Similarly, you need to know what your legal obligations will be in the new market you’re entering. This includes local laws, product standards and regulations. For example in some countries you may need to modify your product, packaging or even get your goods inspected and approved before they can be sold there.

Also, it’s critical that you have an understanding of how Intellectual Property Rights vary across your markets to protect your brand and ideas.

Have there been any recent developments that you’ve been made aware of?
Yes of course, regulations change quite often, especially in the e-commerce sector. For example, the US has recently expanded the dollar limit under which shipments can be admitted to the US with no duty, fee or tax and with a bare minimum of customs formalities.

The limit had been set at $200 for over twenty years but the Trade Facilitation and Trade Enforcement Act of 2015 was signed into law by President Obama last February.  The most comprehensive customs legislation in over twenty years, the Act sets a new limit at $800. Another example is the ‘positive’ list for 1,142 commodities permissible to be sold through cross border e-commerce in China which was released last month. The list partially or completely prohibits importation of infant formula milk, health foods, food for special medical benefits, fresh foods, and others. Or – always regarding the Chinese cross border e-commerce – the new duty rates for items sent directly through the postal system and through free trade zones have been in place since April 8th 2016.

What are your expectations for future digital trading?
The combination of technology and the services it enables is stimulating consumer activity as society spends more and more time online. Mobile devices have driven this change with sales of smartphones and tablets surpassing laptops and desktops in recent years. Activity on social media platforms reflect this transition to an “always-on” culture and for many brands mobile is the strategic growth channel amongst the range of channels they operate. If mobile devices have already changed the way consumers shop, wearable technology will reinforce the ability of consumers to buy anywhere and do so when and how it suits them. When the consumer is “always on” and the market consists of multiple touch points for display and others for sell-through, the market is literally everywhere. Brands will need to stand out and be destinations that consumers want to spend time with during and outside of the buying cycle. Without this they will be lost as more and more companies of all types compete for screen time with consumers. Brand owners will need to adopt the mentality of media companies, invest strategically in content and understand the best channels to distribute it, by optimising the mix of owned media, earned media and paid‐for media.

How can you optimise your website for an international audience?
I would start from planning an international domain strategy and decide whether to use a Top Level Domain or a country code Top Level Domain. There is an interesting article by MOZ that I always recommend my clients to read because it sheds light on some important technical elements that not all businesses are aware of – The Guide to International Website Expansion.

Keyword Analysis is vital. If you create one keyword list and assume it will serve your SEO purposes across all the countries you target, you definitely won’t be targeting your audience in those countries effectively. Different keywords may cater to different audiences depending on location, so you need to identify which keywords are most popular in each country you’re targeting, and optimize the pages on that country’s website accordingly. In addition, remember that even a correct and accurate translation of a keyword or term may not be what people actually use to search for a product or service locally.

Speaking of translations, they are also a key element if you target markets where English is not the first language spoken. Definitely stay away from machine translations. They often sound robotic, unnatural, and sometimes, completely nonsensical to anyone who speaks the language natively. Publishing poor quality content on your website can undermine your company’s credibility to an international audience. Get help instead from someone who is fluent in the language you’re creating content for, ideally someone who is not just a translator but also a copywriter, or someone with some technical knowledge who understands your products or services clearly.

Localise content to each market. Currency, contact details, sizes, measurements, visual elements (images and what’s pictured in them), characters accepted in contact forms, tone of voice (formal vs. informal), page layout (some languages take 25% more space than English), dates and times, payment and shipping options, customer service in the local language…this list could go on and on!

If you’re going to export successfully – whether it is through your website or not – you need to understand the language, traditions and ways of doing business in your new market. Then your website should reflect these. By making this a central part of your strategic approach to exporting, you can help to build your new customers’ trust and confidence in your company.

What are the benefits of being part of an international marketing network like Comvort?
Easy access to key information and contacts are definitely the top two advantages of being part of an international network like Comvort. If you are looking to export to the UK please get in touch with UK Trade and Investment as there are professional advisers in more than 100 countries.

Professional Guest post by OWB-UK. (Agency Comvort Member since 2009).

*On behalf the Comvort Group, many thanks OWB and UKTI for the time in giving our members and readers all these interesting tips.