With mobile commerce at an all-time high, today’s modern consumer demands optimised, tailored and easy-to-use online offerings across desktop, mobile and tablet. Consumers are increasingly on the go and regularly migrate between devices during the day, presenting an enormous challenge for marketers trying to reach audiences with the right message at the right time.
PwC’s latest Global Entertainment & Media Outlook 2014-2018 predicts that 50% of the UK population will own a tablet by 2018 and 73% will own a smartphone, while the latest survey from eMarketer predicts that m-commerce will rise by 64.8% this year alone. It is therefore undeniable that marketers now need to approach digital advertising strategies with cross-device in mind – but what are the key considerations?
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Native advertising is having its Snow Fall moment. When The New York Times published Snow Fall: The Avalanche at Tunnel Creek, a multimedia feature that made simple words on a page feel suddenly old-fashioned, it was heralded as “the future of journalism storytelling.” It would go on to win a 2013 Pulitzer Prize for Feature Writing as “a distinguished example of feature writing giving prime consideration to quality of writing, originality and concision, using any available journalistic tool.” Now, a year and a half later, it’s clear that Snow Fall did change the landscape for old and new media. Suddenly digital tools made it possible to enhance a story and tell it in a new - and better - way.
We’re at that precise inflection point with native advertising too. Here’s why:
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Content marketing is one of the industry’s hottest topics right now. There’s no doubt that content powers online marketing success. Good content has for years been the cornerstone of the internet and it’s clear that the most successful portals are those that produce good content.
For those who haven’t already got content marketing sussed out, how exactly does it work and why do we need it? Is there a road map that we can all follow? Well, according to an infographic from Fisher Vista and Social Ears, they have the answers. Just think of it like a board game…
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‘Moment marketing’ is a hot topic. We only have to look back at the FIFA World Cup to see that. But as brands look to get their messages in front of the right people at the right time, wouldn’t it be great to ask someone like Twitter to share its top 10 steps to create marketing in the moment. Oh wait, lucky for us the team have pulled together this nifty infographic with 10 hints and tips. Voila!
“Marketing in the moment is one powerful strategy around big, live events, and below we examine that in detail and offer our 10 steps to making that happen and creating your own Twitter Live Studio,” says Gordon MacMillan, Editorial Manager, Twitter UK. “The first step is to identify your relevant live moments. Choose one that offers the best chance of success whilst remaining relevant to your brand.”
Check out the full infographic below.
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Whatever you think of the hardware, it's a smart move.
"It’s our job to keep inventing and to be patient. One thing leads to the next."– Jeff Bezos
It's a mark of how technology journalism has evolved that the unveiling of Amazon's Fire Phone wasn't just greeted by coverage of its technical specifications. Yes, it has a 4.7-inch screen, 13-megapixel camera, and a quad-core processor, but most reports recognized that these were just details – and increasingly par-for-the-course ones in the smartphone market.
Even the four front-facing cameras that track the Fire Phone owner's head gestures to help show images in "dynamic perspective" were – while respected for their innovation – seen as something of a novelty feature for now.
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It occurred to me when I was in Brazil for the World Cup that when the 2010 tournament kicked off in South Africa, the iPad was just a couple of months old. Apple have shifted more than 200 million tablets since then and the second-screen experience is now the norm. By the time Mario Goetze fired Germany to World Cup glory over Argentina in Rio de Janeiro Twitter use has increased by a staggering 13,500 per cent in just four years.
Not so long ago mankind was of the opinion that watching television was an activity that required total concentration. Of course several people could benefit from a single screen, but it was a silent, solitary activity, with interaction only enjoyed in reflection. Screen time was precious and, in a three-channel world, the “television event” could bring a nation to a standstill. Royal weddings had that power, so did the Olympic and Paralympic Games and, of course, football.
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As publishers battle with a decline in subscriptions and advertising sales, and marketers search out new ways to grow sales online, could there be a way to drive revenues that works for both parties?
Native advertising is one buzz word that is drawing together many brands and publishers, but by aligning content even closer to the ecommerce process publishers can engage new audiences and bring in extra revenue.
Today the technology is there to allow publishers to own the full ecommerce experience. This means it is a lot easier to outsource the foundations and backend of an ecommerce store, and to still own the cart and the full online experience. This really opens up the commerce arena and leaves publishers to do what they do best – focus on product selection and reviews – while at the same time being able to drive real sales for brands.
Continue reading "How can publishers and brands take better advantage of ecommerce?" »