Financial Times: Online advertisers are starting to wonder “what exactly they are paying for”. Although digital marketing is “vastly more efficient” than conventional advertising, because online ads on social media or websites can be tightly targeted at specific audiences the level of click fraud has brands asking if online ads are really worth the money.
Two in ten online consumers indicate that, in the past month, they have forwarded a link to an article about a brand or product (19%) or to a brand’s or product’s website (19%) to someone in the past month, while 15% have forwarded a link to a brand’s or product’s video. Surprised ? Where do you think consumers are going to turn when they eant information on your brand or product? If you answered Facebook you don’t get ice cream after dinner today. Continue reading
As marketers spend billions of dollars a year on advertising, effectiveness cannot be measured by impressions alone. Resonance
is the holy grail of a successful campaign. In a market saturated with clutter, marketers need to reach audiences with advertising messages using the formats that make the most impact. While TV remains the front-running format for the delivery of marketing messages based on ad spend, consumers globally are also looking to online media to get information about brands . Continue reading
As much as 85 percent of video views happen ,on facebook, with the sound off, according to multiple publishers. Take, for instance, feel-good site LittleThings, which is averaging 150 million monthly views on Facebook so far this year. Eighty-five percent of its viewership is occurring without users turning the sound on. Similarly, millennial news site Mic, which is also averaging 150 million monthly Facebook views, said 85 percent of its 30-second views are without sound. PopSugar said its silent video views range between 50 and 80 percent.
Post Summary: The Internet has not only empowered consumersconsumers, it has made them more informed about current issues with brands and products. Brands that hide from the truth or ignore social media buzz are going to pay a huge price as consumers drop them like a bad habit. UPS might learn this the hard way as they “failed to anticipate the demand” for Christmas delivery leaving a lot of people without Christmas presents. Continue reading
Post Summary: When developing a branded online experience too many marketers let the budget dictate the strategy which can lead to shortcuts and and a digital marketing strategy that fails to deliver against key brand objectives. Continue reading
Post Summary: Despite spending high amounts of money and energy acquiring traffic, marketers are not following through by devoting significant funds to optimization strategies that can increase their returns. In fact, 81% of the more than 1,700 digital marketers surveyed reported spending 15% or less of their marketing budgets on optimization activities. And beyond this lack of investment, many are also not exploiting critical opportunities: 53% are not optimizing the relevance of their on-site search results, and 52% say that testing consumer engagement is not a priority at their organization. Continue reading
A report from The Incyte Group on social media marketing that states “U.S. marketers spent $3.08 billion on Facebook brand pages and social media advertisements and the investment return has been dismal” . The fact is, despite their reach, open social networks have not proven to be the most effective customer-acquisition or revenue-generation channels, and most businesses are still seeking to quantify the business value of their investments. Continue reading