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Author: Ben Davis

Ben Davis

Ben Davis is a senior writer at Econsultancy. He lives in Manchester. You can contact him at ben.davis@econsultancy.com or follow at @herrhuld.

auctioneer

Programmatic mobile: what trends does it reveal?

Programmatic advertising has been around since 2009. On mobile though, it's only recently started to take off

Penetration and performance of the smartphone has increased and programmatic buying companies have seen the opportunity. Whilst Facebook and Google are taking most of the mobile advertising dollar, programmatic is certainly on the rise as it seeks to deliver quality and quantity.

Talking with RTB.com's Mike Miller, it struck me that the factors making for the success of programmatic mobile are those we see as trends across marketing. So what are these trends?

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paid apps

The rise of freemium apps

The freemium model is in the ascendancy when it comes to apps.

Paid apps peaked in 2013 according to Jon Reynolds, CEO of SwiftKey. SwiftKey provides an app bringing smart prediction technology to your mobile keyboard and, indeed, has itself gone down the freemium route.

The app used to cost $4 and was consistently in the paid charts, now it's free to download, with in-app purchases available.

So, what are the reasons for and consequences of the rise of freemium apps?

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mobile phone

The four Ps of mobile

How best to explain the power of mobile in 2014? What factors make for a successful mobile start-up?

Here are the four Ps of mobile.

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minimalist

Five influencers of clean and simple web design in publishing

Designing usable and enjoyable experiences for people online, across devices, is defining business change.

It's no surprise then that some of the most visited posts on the Econsultancy blog concern web design.

Chris Lake has traditionally written about web design trends for the year, with eight of his 18 trends for 2014 pointing towards minimalist design.

These were flat UI, mobile first, minimalist navigation, monochrome and hypercolour (perhaps summed up as high contrast), cards and tiles, bigger images and fixed position content.

I wanted to write a simple post highlighting key examples of clean and simple web design from publishing.

2 comments
cockpit

Social media management companies: are they worth it?

Are social media management companies worth it?

Although ‘horses for courses’ applies, I’m going to attempt to address this question with the help of a few brand case studies.

17 comments
sporting mouth

Start Me Up! Sporting Mouth for P2P World Cup predictions

The World Cup is upon us and if you want to stake your reputation and something other than money on a sporting event, Sporting Mouth is for you.

The app allows you to make sports predictions against friends for bragging rights and prizes.

Here's what John Owrid, the Chairman, had to say about Sporting Mouth's functionality, development challenges and future in the market.

0 comments
makeup.com

Eight companies with great content marketing strategies

Here I've rounded up some brands that are successful with content marketing.

I hope you won't have seen all of my examples. Some of them have heritage in content, and some don't.

For more case studies, subscribers can check out the Econsultancy archive.

3 comments
unilever logo

Advertising trends: Unilever is out in front

Ashley Friedlein, Econsultancy CEO, kicked off 2014 by pointing to six trends of note in advertising.

These were real-time bidding, native advertising, video advertising, targeting, localised and geo-targeting, and mobile advertising.

Unilever is a company that continues to innovate in advertising. Let’s look at how.

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werewolf

Eight challenges of data analysis for marketers

In the nineties and noughties, the web was talked about as more measurable than any other medium.

The idea was that attribution of sales would be completely sewn up before long. Last click analysis was duly mastered and dashboarded. However, there remain difficulties in identifying customers and tracking them as web usage has splintered across devices.

There are plenty of other issues, technical and cultural. Let’s take a look at the challenges in data analysis for marketers.

For guidance in selecting a digital analytics supplier, see our Digital Analytics Buyer’s Guide.

4 comments
Q

Quartz: what's so great about it?

What’s so great about Quartz?

Quartz is a business news publication that's been talked about a lot since its founding, by Atlantic Media Company (publishes The Atlantic), in 2012.

It's built on WordPress, is mobile-first and characterised by a strong team of journalists that produces engaging short and long content that's incredibly sharable.

Here's some more answers to the question 'what's so great about Quartz?'

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getsmily

Start Me Up! GetSmily: measuring your website's emotional impact

Emotion is increasingly referenced in web design, highlighting how sophisticated websites have become.

The goal is too understand what triggers certain positive emotions online and to use this to your advantage. GetSmily is a tool designed to help with this process. It's simple and clean, as are David Hachez's (CEO) answers to our regular 'Start Me Up' questions.

Read on to get an idea of what the product does, what are the team's goals and how the project has developed thus far.

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exchange rate agile creative in email

Agile creative to improve email marketing conversion rates

Agile email creative is the formatting of images not before send, or at send (with automated or dynamic content) but at the moment the customer opens or re-opens an email.

This allows one to change pictures in an email depending on a host of variables, on their own or combined, in a rules-based system.

A lot of what this agile creative can achieve boils down to improving the user journey when they open an email. So, for example, an image can present latest availability of a product, so that when the customer clicks through from a product image, she isn’t surprised by lack of stock and doesn’t subsequently distrust brand comms.

I’ve previously talked to Movable Ink, a specialist in simplified email build and agile email creative (see this post for an overview and some great comments). Recently I also spoke to Matt Hayes of Kickdynamic, another agile email specialist.

We discussed the possibilities of the technology and how, although not a complex premise, agile email is enlivening the channel whilst increasing conversion rates from email marketing.

In this post I thought I’d detail some more examples of agile email creative and discuss what benefits they hold.

7 comments