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4 Digital Trends that made a Separate Mobile Marketing Strategy not a good idea

Digital Marketing & Mobile Strategy

In 2019, a separate mobile marketing strategy is no longer a good idea to any marketer. Having said that, we do not mean to say mobile is not important. It is the reversal that today mobile traffic has now surpassed that of desktop leading to distinction between devices getting less and less significant.

Here 3 Digital Trend that made mobile marketing no longer a standalone strategy in
1) Less distinction between devices as aforesaid
2) Responsive website (i.e. one website optimized for desktop and mobile with the use of fluid design) becomes a must for brands since 2013.
3) For every self-served ad platform from search, social media to display and video, the ad campaigns indeed reach all devices (Desktop, tablet and mobile) by default without the need to specify in your campaign setting.
4) Real time location targeting at street level or a specific street nos which were available to enterprise level DSPs (Demand Side Platforms) for big brands before, are now also conveniently available to ad networks such as GDN (Google Display Network) for SMEs.

Here I share with you article back in 2014 to illustrate that this trend started a few years ago. Every marketing strategy should be mobile nowadays considering multi-devices and cross channel customer journey.

It’s funny because a decade ago, we were doing email on our phones (the iconic Blackberry appeared in 2003), but somehow WAP, GPRS and the Nokia 6600 all failed to achieve ubiquity.

I’ve been closely involved in mobile since the early 2000s. Before starting Distilled, I worked for a strategy consultancy called Analysys who specialised in telecoms (and particularly in mobile). I distinctly remember every year back then being hailed as “the year of the mobile” (the earliest reference I can find online was optimistic that 2000 was going to be the year of the mobile).

But I don’t want to give another talk on responsive design, mobile user-agent server headers and googlebot mobile. Those things have their place, but they are inherently tactics. Instead, I want to ask myself the question “what does a true mobile marketing strategy look like?”. Before I get to that, some background:

This post isn’t really about responsive websites, though. I wanted to address a broader question. There are a few marketing topics that seem to make it into board rooms sooner than others. Social media was one – I’ve heard a lot of senior people ask “what’s our social strategy?” over the years and now I’m hearing “what’s our mobile marketing strategy?”. That’s why I picked mobile as my topic for our upcoming SearchLove conference in London.

Before I start, I should address the irony of writing this post on a site that isn’t yet designed for mobile. I don’t make those decisions, nor have the insight into the development backlog. I still think this is the community to have this discussion with, so I’ll just have to put up with the irony.

Curated from Why You Shouldn’t Have a Mobile Marketing Strategy – Moz

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Programmatic will dominate the digital display advertising scene by 2020

Programmatic Digital Advertising | Programmatic Media Buy

Marketer predicts that more than $46 billion will go to programmatic advertising in the US this year. By 2020, 86.2% of all digital display ads will be bought via automated channels.

US Programmatic Digital Display Ad Spending, by Transaction Method, 2016-2020 (billions, % change and % of total programmatic digital display ad spending)

Programmatic channels will claim nearly three-quarters of digital video ad dollars in 2018, a portion that will rise to almost 80% by 2020. As added investment in over-the-top (OTT) and connected TV (CTV) inventory grows, momentum around programmatic video will only rise.

By 2020, almost 90% of all mobile display ads will transact programmatically, buoyed by continued investment in social platforms, and ongoing efforts to bring programmatic and its audience-buying capabilities to the in-app space.

Nearly $19 billion in additional ad spending will enter the programmatic display space between 2018 and 2020. And the majority will go to private setups, such as private marketplaces (PMPs) and programmatic direct transactions, as buyer wariness toward the open markets’ transparency and quality issues persists.

eMarketer predicts that more than $46 billion will go to programmatic advertising in the US this year. By 2020, 86.2% of all digital display ads will be bought via automated channels.

Curated from US Programmatic Ad Spending Forecast 2018 – eMarketer Trends, Forecasts & Statistics

DIGICOM Academy is pleased to announce as the educational partner of Dublin based Institute (DMI) for Hong Kong and China region. Enroll in Professional Diploma in Digital Marketing certification course is globally recognized, industry validated and credit rated in the European Academic framework. Extra 5 hours of dashboard training on top of the 30 hours training are exclusivelly provided by DIGICOM Academy.

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