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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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Digital Marketing no more a standalone discipline

SEO 2019

Stepping into 2019, this is a global trend of media usage habit shifting from offline to online channel together with the emergence of connected TV. The boundary between and traditional marketing will become more blur. And we shall see digital marketing function will not be a separate discipline from the overall marketing functions. Marketers’ role are to ensure the seamless integration between online marketing and offline marketing.

  1. More Targeted Ads With Specific Purpose People already have minimal attention spans and get served with so many ads on a daily basis. I think ads will become more singularly purposed in nature, with a very specific goal and goal conversion place in mind, whether it be a mobile or desktop experience. I also think that the mobile ad platforms will show major growth in 2018, including Facebook, Instagram, Snapchat, etc. – David Kley, Web Design and Company

2. Collapse Of The Influencer Market Brands pour millions of dollars into influencers now, but by and large they’re either not measuring or not seeing the results they could get from alternative marketing spends. The market will collapse as brands zero in on a few select individuals who drive results or move to organic grassroots promotion, and away from high-cost, middle-tier influencers who drive awareness but little ROI. – Craig Greiwe, Rogers & Cowan

As our mobile devices become more powerful and social apps better integrate with AR, brands will use AR to better engage with consumers. For example, using your location, brands could trigger sponsored AR content, which can only be accessed at that spot, at that time. Pokémon Go was the pioneer with this idea, and I feel Instagram and Facebook will soon be integrating this tech into its platforms. – Chris Carter, Rep Interactive

The move into 2018 also comes with a shift in digital marketing. New trends are entering the marketplace and your company needs to pay attention or you may be forced by the wayside. With the need to become more visible and reach more customers, the digital marketing of tomorrow offers advancements in emerging technologies as consumers demand a more integrated experience.

Forbes CommunityVoice™ allows professional fee-based membership groups (“communities”) to connect directly with the Forbes audience by enabling them to create content – and participate in the conversation – on the Forbes digital publishing platform. Each topic-based CommunityVoice™ is produced and managed by the group.

Curated from How Digital Marketing Will Change In 2018: 15 Top Trends

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20 Best Digital Marketing Tools You Should Consider In 2019

Digital Marketing Tools

Before we start our journey from target audience segmentation and buyer persona build-up, qualitative and quantitative research is the crucial pre-requisites. Here are the 20 best digital marketing research tools you should consider in 2019 on audience research, competitive intelligence, marketing landscape insights and more.

Canva allows users to make use of customized photo filters, manipulate text, create images from scratch or use stock photos, designs or background images and it also provides different social media network images size dimension all done with an easy drag-and-drop technology.

Visual marketing has become a very important aspect of marketing especially in 2018. With consumers retaining 80 percent of what they see and only 20% of what they read, it’s no wonder that it has become so important for businesses to integrate visual marketing into their business marketing strategy.

Of course, digital marketing can help any business (no matter the size) to achieve so many things especially if used properly with the right digital marketing tools, each aimed at addressing different aspects of marketing.

Conversion rate optimized digital marketing tends to lead to more conversions and generates better revenue and lastly, facilitates your engagement with your target audience, potential customers and even customers.

Digital marketing has become very important for many marketers even those formally dedicated to traditional marketing. Apart from the fact that it provides an equal playing field for various businesses of different sizes to grow together, digital marketing is also much more cost effective than traditional marketing.

Curated from 20 Best Digital Marketing Tools You Should Consider In 2019

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Target Segmentation and 11 Buyer Persona Tools

Digital Marketing Persona

A successful digtal marketing strategies start with target audience segmentation. The division of the audience into granular segments based on demographics, psychographics and technographics facilitates digital marketer to focus on the segment that aligns with their Unique Selling Proposition (USPs). Upon the selection of the target audience segment, digital marketer will project a buyer persona or a character to represent each of the market segments. Buyer persona is a good starting place for creative development for brands’ online and offline marketing campaigns. Moreover buyer persona also helps digital marketer target more precisely to their audience through Real Time Bidding (RTB) platform.

Here are 11 tools that help you to develop your buyer personas.

Each keyword holds value to a different stage in the customer journey. Having this data can tell us a lot about customers, their behaviors and their paths to purchase.

Keywords (from search engines) help us understand intent behind why people are visiting your website. If you sell sneakers online, you could be receiving traffic from the following keywords (assuming you’re optimized for SEO):

To answer these questions about our customers, we need data about demographics, interests, preferences and more. This article will cover 11 credible data sources to help you build detailed buyer personas.

A research-based representation of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. – Tony Zambito

The internet gives us the ability to reach niche audiences at scale. However, without intimate knowledge of who our customer is (i.e. buyer personas), we lose that ability.

Curated from How to Create Buyer Personas: 11 Tools to Get You Started – SharpSpring

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Digital Marketing Consumer Journey

Digital Marketing Consumer Journey

Consumer Buying Cycle or Customer Journey in marketing context are the mental flow processes of audience going through from need recognition and product awareness; and then interest; and finally being converted into a buyer and brand advocate. This buying cycle or sometimes referred as a sales funnel are usually in reverted triangle; as audience size is becoming smaller and smaller from upper streams to the lower streams of the funnel. However at the lower streams of the funnel, audience are of higher quality and more ready to buy. In different stages of the consumer journey, different media touch points are mapped to reach audience at different stages of the consumer journey more effectively.

In , with the the creative targeting options and technologies such as lookalike targeting and remarketing, the consumer buying cycle exhibits an hourglass shape. The amazing part here is customer extension based on characteristics of converted buyer through lookalike targeting. And these new customers will bring new prospects to feed into the upperstreams of the consumer funnel.

Here we identify 5 major stages and media touch points for digital marketing. (See the diagram)

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Digital Marketing Approach – SMART

Digital Marketing Vs. Traditional Marketing

Stepping into 2019, we all understand the difference between traditional Vs. .

In some cases, there are some traditional approach of marketing in digital environment such as IO buy on premium websites or online media / newspapers. We shall still regard this as traditiional marketing. All in all, we shall adopt a SMART approach to define the digital marketing

S – Specific to a an objective (e.g. web traffic, video views, conversions, facebook page likes, social media engagements, et.c)
M – Measurable in terms of reporting metrics (such as nos of click throughs, nos of views, nos of conversions)
A – Actionable that we can act on the gathering of the data
R – Relevant (Relevant KPIs to measure the success)
T – Time Bound i.e. to reach the goal with a time limit

Yes, there are a percentage of people who don’t use the Internet for conducting any transactions. However, a considerable chunk of the population is regularly using the Internet for multiple purposes, including making their day-to-day transactions.

Even if you do acknowledge the need for effective marketing, the whole digital marketing vs traditional marketing debate might stump you. The reason for this confusion may arise due to the fact that even though a lot of marketing is done in the traditional way, digital marketing is steadily gaining an edge.

Running a successful business is not just about choosing the appropriate market or having a high quality product. It’s also about leveraging the right kind of marketing techniques in order to reach out to your target audience and convert them into leads or customers. Some businesses may give less preference to marketing, but if any serious business wants to increase profits, it will almost always have set aside a proper budget for marketing.

By gaining clarity on the digital marketing vs traditional marketing aspect, a business can get a better idea of which marketing method is appropriate and how it is should be applied. For instance, if you decide to use social media marketing to build your brand and increase your customer base, you could do it yourself or hire a reputed digital marketing firm like LYFE Marketing to take care of it.

While having a marketing budget is important for any small business, it’s equally important to spend it in the right direction and make the most of it. How do you know where to spend it when it comes to digital marketing vs traditional marketing?

Curated from Digital Marketing vs Traditional Marketing: Which Produces Greater ROI?

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Deep Dive into Digital Marketing Metrics

Digital Marketing KPIs

As mentioned, or replies on indepth analysis of campaign data. Let’s deep dive into the different reporting metrics:

Impression. An ad view or impression refers to the point at which an ad is served on displayed on a web page. On RTB platform, this is the numbers of times the ad won an auction.

Viewable impression. An ad view or impression is counted as “viewable” when 50 percent of your ad shows on screen for one second or longer for display ads and two seconds or longer for video ads.

Click-Through or ad click is process of a visitor clicking on an online ad and going to the advertiser’s Web site.

CTR% (Click-Through Ratio) is the ratio of how many visitors who are served with the ad will end up clicking through the online ad.
Formula: (Nos of Clicks / Nos of Impressions) x 100%

Conversions / Acquisitions are the action as defined by the advertisers, which can be sales, document download, completion of online form (for leads), registrations, etc.

Tracking digital marketing metrics and KPIs gives your marketing team a real-time view into campaign performance. Using a dashboard to display your digital marketing analytics can help your team take make more data driven decision and help the business grow.

Scroll down further to get inspiration of other top digital marketing metrics you and your team can consider to start tracking today to measure your online performance.

Digital Marketing Metrics and KPIs are values used by marketing teams to measure and track the performance of their marketing campaigns. Digital marketing teams use a number of tools to promote their services and products, and tracking the results can often be time consuming and difficult. By creating specific digital marketing KPIs, it’s easy to determine targets and goals and measure performance based on those values.

Curated from Digital Marketing Metrics and KPIs | Klipfolio.com

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Performance Marketing – 3 Pillars

Digital Marketing Concept

or Online Marketing also gives birth to the concept of . Performance marketing give the most benefit to conversion based advertising campaigns. The 3 pillars of Performance marketing are:
(i) Innovative prospecting and remarketing strategies
(ii) Deep insights on Audience data
(iii) Indepth analysis of campaign data and attribution reporting data for ongoing optimization

The various players include advertisers, merchants and retailers, networks, publishers, affiliates, outsourced program managers (a.k.a., OPMs), agencies, and solution providers. Companies range from publicly-traded global Fortune 500 companies to small, sole-proprietor businesses.

Unlike other forms of traditional advertising where fees are paid up front and do not depend upon the success of the ads, advertisers in performance marketing only pay for successful transactions. Performance marketing has successfully reversed the traditional value proposition of advertising and also allows for real-time measurement of ROI.

Performance Marketing is a combination of advertising and innovation that helps retailers and affiliates grow their businesses in ever-changing ways. Campaigns are highly targeted for each retailer in such a way that everyone can be successful. Performance marketing done right creates win-win opportunities for both retailers and affiliates.

Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers (a.k.a., “retailers” or “merchants”) pay

Performance Marketing is a comprehensive term that refers to online marketing and advertising programs in which advertisers and marketing companies are paid when a specific action is completed; such as a sale, lead or click.

Curated from What You Should Know About Performance Marketing | The PMA

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Alphabet soup in Digital Marketing or Programmatic Advertising: A look into DMP, DSP, SSP, RTB, DBM and DCM

Programmatic Advertising and Digital Marketing acronyms

In and Big Data era, a digital marketer comes across many .

Here in these article, we shall share the definitions of acronyms like DMP, DSP, SSP and RTB. On top of that I would like to add DBM and DCM as I came across some digital marketer who might be confess with the features and functions of these two products.

DBM – DoubleClick Bid Manager (now renamed as DV360 or Display Video 360)
DCM – Doubleclick Campaign Manager (now renamed as CM or Campaign Manager)

The DSP facilitates the real-time bidding (RTB) on multiple RTB exchanges, which are brokers for ad inventory across thousands of publishers. This enables marketers to reach their target audiences through demographic, behavioral, and contextual targeting, and optimize based on the best-performing media strategies.

Why DMPs matter: They centralize audience data, analytics, and reporting and allow marketers to optimize their targeting efforts using multiple data sources.

DMPs can also act as the marketer’s data distribution hub by “forwarding” first and third-party data sets to the publishers and ad networks that the marketer wants to use for digital campaigns.

The DMP enables marketers to centralize and make use of all different kinds of data sets—offline and online, first-party (your own audience data), third-party, etc.—to make more informed decisions as to how they can most effectively reach their target audiences online and realize the best ROI.

In today’s digital landscape there are an infinite number of acronyms. As a marketer, you might have KPIs (Key Performance Indicators) for your RoS (Run of Site) campaign with the end goal of driving new MQLs (Marketing-Qualified Leads). While I could go on for days describing all of the acronyms that you might run into, there are a handful that are tossed around quite often in digital marketing speak that are a bit more difficult to digest:

 

Curated from A Look Into DMP, DSP, SSP, & RTB Acronyms | LinkedIn Marketing Blog

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6 Reasons Digital Marketing Is Moving In-House

The beauty of are results forecast before the campaign; and measurable and trackable results after the campaign as well as optimization over time to enhance the business results. DIGICOM adopts performance based approach of digital marketing. Objectives are translated into quantitative Key performance Indicators, say nos of views, web traffic, sales and revenue. All campaign implementations details are driven towards achieving the quantitative goals.

A holistic digital marketing strategy and tactful implementation is your answer to increase sales revenue. The prevailing trend among traditional and digital marketers are to understand the operation / execution sides and nuts and bolts of the digital marketing for realistic planning strategy, better communication with vendors or inhouse execution of marketing campaigns for faster market response and better safeguard of your audience big data.

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“We have too many people,” he said, “too many contracts and too many approvals to be able to react and work effectively in a real-time world,” he said. “The work is moving closer to where the customers are, where the responses can be more rapid and connected.”

 

1. Agencies are slow. An executive from one of the world’s largest ad agencies told me that his company was too big – and consequently, too slow — to compete in the lightning-fast digital space.

 

SoDA describes this trend as “alarming” (and it is, if you work for an agency) but stops short of fully explaining why it’s happening. After interviewing several ad agency executives and marketing leaders in a diverse group of businesses — pharmaceutical, high-, manufacturing, retail, sports, and others — I’ve found a few common themes that could help explain what is going on.

 

But these companies aren’t getting rid of marketing – they’re just bringing it in-house. Mitch Joel, president of Mirum, recently has also noticed this movement of agency talent to the client side, calling it one of the most disruptive trends in the industry right now.

 

A new research report from the Society of Digital Agencies finds that in the past year there has been a dramatic spike in the number of companies who no longer work with outside marketing agencies — 27 percent, up from 13 percent in the previous year. This continues a trend The Association of National Advertisers first reported in 2013.