“Shwing!” - Wayne and Garth, Wayne’s World
Anyone who's ever bought something online - only to have the same item you just bought stalk you around the Web like an evil twin for weeks - knows what retargeted ads look like. Yes, they work, and they work pretty well. Three out of four consumers notice retargeted ads. And even though 37 percent of consumers say they are put off by retargeted ads and 47 percent say they ignore them, retargeting leads to high conversion rates with lower costs per click, according to an extensive survey conducted by Marketing Land late last year.
The trouble is, retargeting is based on the past. Or as Tom Goodwin in AdAgeput it: "There is no time in my life I am less likely to buy some white pants, a toaster or a ﬂight to Los Angeles than after I've just bought these items, yet that's precisely the time I see ads for these products or services."
Continue reading "Pretargeted ads: Your new BFF?" »
Real-time bidding (RTB) is one of those ‘relatively’ new buzzwords in the world of online advertising. But some of us still struggle to get our heads around what exactly it is and how it works. We’ve been scouring the web to see if we can find a simple visual explanation to tell you everything you need to know about RTB in one place. And I think we’ve found it!
All it takes is a few handy diagrams, a few weird looking cartoon characters and here you go - everything you need to know about real-time bidding:
Continue reading "RTB Explained (in one handy infographic)" »
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…
Continue reading "Content Marketing: The rules for playing the game" »
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.
Continue reading "Second becomes first at the FIFA World Cup" »
More articles for less money and media metrics that skip engagement get us away from what was central to the value of content marketing in the first place? There is a better way.
“I love the artistic challenge of doing something kind of impossible.”- Phillippe Petit, high-wire artist.
The last couple of years have ushered in an explosion of content marketing and “native” advertising activity. These concepts are not even a little bit new, but what is new is that as an industry, we’ve been feverishly working on standardization, scale, and efficiency in the name of truly making content marketing a meaningful part of the digital advertising revenue pie.
Continue reading "It's time to bring accountability to content marketing" »
“Branding is storytelling, and storytelling is a creative work” - Steve Jobs
The outfit. The restaurant. The conversation. The goodnight kiss. The journey from acquaintances to something more is filled with moments that connect one to another, and while more romantic, it's not much different than the relationship between customers and brands.
While we do love some brands, we ignore most - or at least tune them out. Misguided ads and unoriginal marketing concepts have desensitized us to most brand communications. But those brands that are loved are the ones that were heard. These brands connected with their audience in ways that guided them not just to a sale but also to a relationship. Online or off, the way in which your brand engages its customer along their journey can mean the difference between browsing and brand evangelism.
Continue reading "When you're telling a brand story, every touchpoint matters" »
Facebook really does likes to make an impact and its record-breaking $19bn purchase of the instant messaging service WhatsApp certainly sent the digital world into overdrive as critics speculated over the social networking giant’s plans to make money from it. In a statement released by WhatsApp, founder and chief executive Jan Koum promised users: “You can still count on absolutely no ads interrupting your communication”.
Yet the critics among us will ask just how long it will be before Facebook throws its advertising weight behind the app, just like it did with Instagram when it was bought for $1bn. So what is the big plan? Straight from the horse’s mouth, here’s what Mark Zuckerberg had to say in an official statement:
Continue reading "Mark Zuckerberg on Facebook’s mega $19bn WhatsApp deal" »
“With great power comes great responsibility” – Spider-Man
The Internet doesn’t care about your marketing. Online pioneer John Gilmore once said, “The Net interprets censorship as damage and routes around it.” Replace the word censorship with “your precious sales message,” and you’ve got the same outcome. And yet, people still have problems and desires. They also have these amazingly powerful search and social media tools to find the answers to questions, the solutions to problems, and the perfect satisfaction of just about any desire.
That’s the thing – online, those tools put them in charge, not you. So, smart online marketing is about giving people what they want in a way that leads to sales, because they’ll easily route around you if you don’t.
Continue reading "Here’s why your online marketing doesn’t work" »