Archive for Marketing

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Only for independent Advertising – Digital – Media – and PR agencies.

Contact: central@comvort.com

Since 2014 scientists have been able to visualize emotional processes of the brain. Comvort member trio-group developed the brandsync system with some of these scientists. brandsync is a unique working method for emotional branding, based on neuro- and cognitive science as well as brand communication.
This method combines conventional marketing practices with different scientific models, specifically emotion and motivation characteristics. That is the reason why brandsync is able to determine and synchronize the different emotions and motivations of customer segments, departments, divisions, but also of further target audiences such as branches, points of sale and final customers.
As a result with right application every potential client is going to want to work with you.
These scientists and the development team of the trio-group among others will speak at our annual meeting, 9.-12. November, Francfort/Main, Germany, about this revolutionary technique. Scheduled workshops serve to convey the knowledge to enable you to use brandsync in your own company.
This is your most important appointment this year! Plan to come to Frankfurt/Main this November!
Details regarding the conference program, list of speakers, social team building as well as prices and booking details: Please send us a E-mail: central@comvort.com

 

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.

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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.

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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.

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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.

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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.

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  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).