Spending on digital channels continues to rise. At the end of 2016, global spending on digital advertising was set to top $180 billion, according to Magna Global, which projects double-digit growth through 2020. Unless advertisers improve their performance, they will need to outsource cam- paign development and execution, for which they will pay a heavy price in terms of consumer engagement. To add the most value, agencies need to improve their own capabilities, but the bigger opportunity lies in building long-term partnerships with their clients based on the development of mutual skills.
Advertisers are screaming bloody murder. First, it was click fraud, now it’s ads appearing on hate speech videos on YouTube and Breitbart. More and more I am hearing from clients who are fed up with online ads and it shows no signs of letting up. Continue reading
I like to take the pulse of online social media users, so a colleague of mine shares his media company’s research with me and the newest findings indicate that there could be a serious problem with facebook’s ads. Continue reading
Via Harvard Business Review: Each day enormous amounts of brand-generated content—articles, photos, videos, and so on—appear on those pages and on other social media platforms, all designed to entice people to follow, engage with, and buy from brands. But is there value in a like? Continue reading
It’s hard to believe that so many pseudo social media experts are still out there spreading bullshit like water. Any marketer that believes that social media marketing is still relevant needs to go back to school. Continue reading
How man times have you clicked on a story like “which celebrities have let themselves go” only to find that you need to click on 10 or more pages to read the content? Then there are publishers that won’t let you read their pages because you dared to install an ad blocker! It shows me that publishers and content providers just don’t get that the Internet is about users, not them. Continue reading
For consumers, having content options is no longer a luxury, but an imperative. But having a plethora of content options at our collective fingertips doesnʼt necessarily mean consumers are connecting with ALL choices ALL of the time. In fact, according to the second quarter Nielsen Total Audience Report, behaviors and usage are unique to the device being used. Consumers still spend most of their time on traditional platforms , but they also look to explore the wide range of content channels made available by new media.
I keep hearing the word “engagement” when it comes to online marketing, but too many people are focusing on the wrong metrics. To me, the top metrics for engagement are time on your site and page views. Social media engagement is pure bullshit.