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You know how content marketing is the saviour of digital marketing? I’m sure you’ve heard that once or twice before.
Especially now that display advertising is all but dead in the water and native advertising is ethically dubious at best.
Through display advertising’s history of consistently delivering irrelevant content and its design never aligning to its surroundings, consumers have nurtured a scanning reflex called ‘banner blindness’.
This isn't a new condition, ‘banner blindness’ has been around for a very long time.
According to Adobe and FairPage, more than 144m people are now using ad blockers to stop advertising in its tracks when they browse the web.
That number doubled in 2013 and continues to rise.
Because of demographics, ad blocking is not surprisingly most common in the video game and technology verticals, but is increasing in other verticals, like business and entertainment, too.
The newly-published Econsultancy Cross-Channel Marketing Report, produced in partnership with Oracle Marketing Cloud, looks in detail at the extent to which companies are integrating their marketing activities.
The infographic below provides a glimpse of some of the key data points and trends covered in the report which is based on a survey of almost 1,000 marketers.
Among other findings, the research has found that a clearly defined strategy and understanding of the customer journey are the most important factors for enabling effective orchestration of cross-channel marketing.
See below for more juicy stats from the infographic which has been created by Datatrouble.
Programmatic advertising is complicated. There's no doubt about that.
This complexity explains why there is quite a lot of terminology involved, but it can seem quite opaque to the newbie.
Luckily, Econsultancy has a wonderful and thorough discussion and explanation of programmatic - Programmatic Marketing: Beyond RTB.
As a taster, I thought I'd throw some important terms into a glossary. It's just the basics, but I hope it helps.
Contrary to some reports, display advertising is alive and well.
However, marketers must rethink their approach if they want their online ads to drive engagement, clicks and conversion.
Hello Brian. There are many ways an online ad can be personalised and targeted.
In this introduction to personalised ads online, I thought I'd order the information by marketing channel, rather than by types of targeting.
Ads can be targeted to behaviour, demographic, time and audience. Most people think of personalisation as a little more tailored than, say, device type, and more about personal information that a company has about you, be it name and age, or browsing and purchase behaviour.
Personalisation, despite implying one-to-one interaction, is often a more sophisticated automated and rules-based take on traditional segmentation of a database and delivery of a marketing message.
It can be based on information you have given to a company or on information inferred or collected with tags, or matched up with third-party data.
With marketing technology becoming more sophisticated and at the same time arguably easier to use, personalisation is an area set for prominence in marketing over the next couple of years.
CRM software allows companies to tailor web experiences to different segments of users and this redefines the purpose of a previously static web page or marketing message.
In this post though, I'm concentrating on advertising online and how it is personalised. Away we go!
This survey aims to explore the level of integration between different digital channels and use of relationship marketing.
Econsultancy and Latitude have launched the 2014 UK Search Engine Marketing Benchmark survey, which aims to benchmark trends, spending and return on investment.
This year is the eighth consecutive year in which the survey is being run. The 2013 report was based on the responses of over 750 companies and agencies, making it the most authoritative report on the UK SEM marketplace.
Respondents taking part in the survey will receive a free, advance copy of the final research report in May, normally worth £450 ($695).
The retargeting industry has seen a boom in recent years as consumers become increasingly immune to generic display campaigns, creating a need for highly targeted and personalised campaigns aimed at the individual rather than the masses.
For advertisers, site retargeting has become standard practice, and they are looking at new and innovative ways to retarget their customers.
70% of display advertising is still bought in the old fashioned manner. Yep, that’s right, faxing order forms, negotiating prices etc.
But the advertising market is changing with programmatic advertising on the rise, whether it’s real time bidding (RTB) or programmatic direct.
There are new companies springing up all over the place providing technology platforms for buying real-time targeted advertising (so called ‘demand side platforms’) or technology to help publishers automate and optimise the selling of impressions.
New research from Turn, a digital advertising platform, shows the programmatic market is getting more competitive in some sectors, with CPMs increasing across channels, apart from mobile (where supply is quickly increasing).
What are the opportunities for marketers in different sectors when using RTB platforms?
In this post I’ll quickly explain a bit about programmatic advertising, as it can be a bit of a mind-bender for those on the outside, and I’ll take a little look at Turn’s latest research into trends.
Retargeting has earned itself a bad reputation as most people only associate it with those annoying display ads that follow you around the internet for days after you visited a website.
But in spite of its bad public image retargeting can be a very effective tool for marketers, particularly when you consider the propensity for internet users to shop around before making a purchase. In this instance it’s important for brands to stay top of mind and try to entice people back to their ecommerce store.
So to find out more about retargeting and how marketers can avoid making common mistakes, I spoke to Rakuten Marketing’s newly-appointed director of display Rakhee Jogia.