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  • Key Trends For Digital Marketing In 2016


    Carat    IOTdevicesApple Watch was mentioned over 2 Million times on Social Networks in the last 60 days, making IoT a hot topic that is likely to be mainstream in 2016.

    According to Carat’s Ad spend report the forecast for 2016 for Digital, states a significant increase in Mobile and online video with Programmatic being a key media technique. By the end of 2015 US market Programmatic transactions will account for 52 percent of non-search digital advertising spend, with predicted growth of 20 percent to continue for the next few years. Overall, Mobile is experiencing the greatest spend growth across all media and Carat predicts year-on-year growth in Mobile spend at +51.2 percent in 2015 and +44.5 percent in 2016.

    Social Media Revenues – which encompass advertising delivered on social platforms including social networking, and social gaming websites and apps reached USD 4.4 billion in HY 2015 according to an IAB study and are likely to grow at the same rate in 2016. Mobile represents 30 percent of all revenues and is the fastest revenue growth category, followed by Online video. Retail at 22 percent, financial services at 13 percent, and automotive at 13 percent  top three advertising verticals continue to account for nearly half of advertising revenue, 48 percent. Digital video, a component of display-related advertising, reached USD 2 billion in the first half of 2015, a 35 percent year-over-year jump from USD 1.5 billion in the first half of 2014.

    Retail Brands Digital Marketing Strategies targeting the Mobile Only and Omni-Channel customers can benefit from the trends that are dominating the digital buyer behavior and customer journey as well as the consumer decision making process across channels.

    Digital video, a component of display-related advertising, reached USD 2 billion in the first half of 2015, a 35 percent year-over-year jump from  USD 1.5 billion in the first half of 2014.

    Real-Time Programmatic For Mobile Moments

    AOL and Verizon are investing in Tech Stack that lets marketers offer advertising programmatically with real-time bidding to offer Brand Marketers unified customer view cross devices.

    DoubleClick Bid Manager  from Google offers Active View Bid optimization for clients globally. Active View Bid Optimization offers advertisers to bid for impressions with data available across URL, Page Views and Time of Day, giving advertisers the flexiblity to bid for viewable impressions.

    Brands Personalize Content To Create New Experiences

    According to L2’s Digital Index report, Ninety-three percent of brands tracked in the Index display a video on their site, and 75 percent host a blog. Brands with Video and Branded Content have doubled the Average Order Value and Conversions for their products in comparison with sites without branded content or a fewer pages with Branded Content.

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    Beautybrands

    For Beauty Brands, that invested in Video nearly 51 percent of all views are organic, making a comprehensive video content strategy integral to Digital Presence.

    Unboxing Video trend is extremely popular with Unboxing being the key search terms on YouTube.

    Sephora, a beauty brand has taken the Video engagement a notch further by making the video content available in its stores. Audience Targeting On Mobile with Mobile Video that appears in the users native feed has been seen to generate Brand Performance Lift.

    Brands that are seeking to move forward will look at creating Personalized experiences to deliver better Campaign ROI.

     

    Excess Affinity In The Age Of Promotional Loyalty 

    Brands that engage audiences digitally with new offers, seasonal packs and deals or even posts on a regular basis that make audiences return to the social media profile create brand excitement and generate brand buzz.

    Digital marketing for brands remains closely connected to creating offers and propositions that engage audiences in the moment and make them favor the brands for the offers. Target with 10 days of Deals ahead of Black Friday has offers for all segments with codes and coupons that apply for the required purchase. Target’s website also features a free drink offer for Thanksgiving.

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    Brands need to at the same time create Excess Affinity for ongoing engagement. Millward Brown recommends brands supercharge the emotional connect with their audiences by humanizing brands and strengthening the emotional bond. For Brands, to create an excess affinity bond, consumer experiences will play a strong role. “Research conducted by Millward Brown for BRANDsense confirmed that the more positive and distinctive sensory impressions come to mind the more loyal people are to a brand. People are not one-dimensional beings, and the better brands engage with all five of our senses the stronger the impression they’ll make”.

    OmniChannel Capabilities

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    With IoT taking over, and newer digitally connected devices such as connected cars, marketers need to be ready with digital ordering services that tap into all possible options from where the audiences can connect.

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    Personalized Seasonal Packs

    Oreo’s newest introduction allows users to create a personalized pack where users can make their own packs that are colorfilled and can be ordered online.

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    Seasonal Packs are the new way audiences are interacting with your brands. As Starbucks red Cup controversy created a monumental buzz digitally, Brands launching seasonal packs online are going a step further in building digital outreach where consumers can find an expression.

     

    Location Awareness takes Center-Stage
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    With more referrals arising from Social Media and customers preferring campaigns that are personalized, location awareness takes center stage with audiences requiring brands to make offers taking their location into account. Some of the location aware sites customize offers for audiences in the area the customers are located in. Store locators are being increasingly used by brands personalized offers based on location. Brands also use store locations to gain insights and build offers based on what customers prefer.

    Mobile Alerts For Personalization

    With Millennials and Gen Zers ready to share more information about themselves marketers will be able to create real-time offers and content that is personalized for moving the customer to a more involved audience for the brand. According to Forbes,  Savvy marketers will understand this and those who will be winning in 2016, will be the ones who can provide personalized and meaningful experiences beyond just financial incentives to earn lifelong loyalty.

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    Compelling Campaign Ideas For Engagement

    Your brand’s engagement idea can create ad recall that goes beyond the campaign reach with compelling content. Compelling content often creates a cascade where audiences are sharing what they like and the next “New” way to engage with a brand or an offer. Taco Bell’s Emoji Engine and Domino’s Pizza Tweet To Order campaign generated a majority of social actions, representing more than 50 percent of all consumer engagement.

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    Brands looking for Newer ways to engage digitally will require Campaign ideas that make the brand interactions distinctive and compelling.

    Pricing Strategy and Bundle Pack Offers

    Pricing strategy for your products will also need to address the mobile moments reality where audiences on the go can choose a pricing option that is easy to order. Wendy’s Four for Four is an example of an interesting combo where audiences can at a glance place an order for four items.

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    Subscription Based Content Streaming Apps 

    Apprevenuemobent

    According to comScore, millennials spend a dominant share of time on Entertainment apps making Entertainment apps an appropriate Engagement vehicle for Brands.

    Music is one of the fastest growing categories by Revenue  for app categories. Big Box retailers such as Walmart in partnership with Vudu are offering streaming services for Entertainment. In 2016 it would not be surprising to see more brands offering Content Streaming for entertainment as a subscription app or a product feature in existing apps.

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    Apptime

    Facebook  and Pandora Radio are the lead apps for the share of Total Mobile App Time Spent for Millennials, for whom every single app in their Top Ten Apps is a social or an entertainment app.

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  • Five Steps For Influence Led Marketing Campaigns

    Building Influence in your audiences’ content eco-system, can increase the purchase intent for your products with Expert Content, Branded Content and User Generated Content. As high as 67 percent of shoppers purchased a gift they found on Social Media.

    According to research shared on Forbes,
    Consumer engages with 11.4 pieces of content prior to making a purchase (Forrester)
    Consumers are 5x more dependent on content than they were 5 years ago. (Nielsen)

    Expert Content, Branded Content and User Generated Content has an impact on both upper and lower funnel metrics:

    Brand Awareness: Expert content had an 88 percent greater impact than brand-owned content and 50 percent better than user-generated reviews.

    Brand Affinity: Expert content had a 50 percent greater impact than brand-owned content and a 20 percent better response than user reviews.

    Purchase Intent: Expert content lifted intent over brand-owned content by 38 percent and 83 percent over user reviews.

    According to  a report published by Contently based on research from TheShelf, Influencers yield the highest return for Branded Content published.

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  • Ten Last-Minute Tips For Holiday Marketing Campaigns

    Optimize For Mobile

    Shoppers use smartphones to find stores, check prices, research products and purchase products or Call for Information. To optimize your ad for mobile, Bing Ads recommends adding call extensions, location extensions, app extensions and sitelink extensions to ensure that your Smartphone audience is able to connect with your business for all search queries. The search queries for Mobile have the highest CTR in the last weeks of November and December making it the best time for increasing clicks for Retail.

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    Messaging That Appeals To Holiday Shoppers’ Shopping Instinct
    Emotionalapp

    Messaging for Holiday Season that appeals to the Shopper’s instinct gets seen more with 55 percent shoppers splurging on deals to stock-up for the rest of the year.

    Engage and Upsell With Receipts

    With shoppers shopping earlier in the Holiday Season, email receipts for your products can be a way to up-sell and cross-sell for key online shopping events such as Black Friday, Cyber Monday or other Online sales events.

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    Tackle Cart Abandons With Remarketing

    Tackle Cart abandons with  remarketing and retargeting options such as Bing Remarketing for Search  and Shopping campaigns, allowing advertisers greater flexibility for targeting with bids, keywords and ad groups to improve campaign ROI. Create Ad sets and Ad Creative that allow consumers to explore newer shipping options such as same day shipping for limited products or Waiving off shipping charges for orders above a certain value. Use Context to increase CTRs for your campaigns.

    As high as 68 percent audience quote Price to be the key reason for abandoning the cart with Payments and Delivery options being unsuitable for completing purchases. Marketers tackling search traffic during the peak days can set up retargeting campaigns offers that assure audiences about the price as well as secure payment options. Google AdWords sitelink extensions can be used to highlight shipping and delivery options.  Google recommends, Increasing location bid adjustments for searches that occur close to a store location. Add all mobile-relevant extensions such as location, call, or app extensions to engage users on the go. Go with one description line, prioritize the most important information in the first line. For any new services launched, include relevant messaging and sitelink extensions,

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    Optimize Campaigns For Click Share 

    Maximize Clicks from your Search Campaigns to coincide with the increase in Search query volume in place of Impression Share. Check on the content and Keywords that your audiences are most likely to be searching for the holiday season.

    Contentconsumption

    Include Topics and Context

    Promote your services and offers linked to the Keywords for campaigns that are likely to increase clicks for your campaigns. Use ClickShare from Google to identify Product Groups that are likely to grow with search advertising. Include targeting based on Context with Topics that holiday shoppers are most likely to engage with.

    Contentclks

    Real-time Bidding and Enhanced CPC For Maximizing Conversions

    Use eCPC to optimize for user context and auction dynamics on top of your max CPC bid. With eCPC, while maintaining a manual max CPC bidding control you can get as many as 7 percent more conversions or sales at the same cost.

    Location Based Targeting

    Shopping Insights from Google can give location-based preference that can help you target audiences based on regional preference. Facebook Audience Insights will  feature the age demographic of the audience, and the distance from the store. The data is reported at an aggregate level under the location settings tab in account settings from the More section in Facebook mobile App. Read More about insights on AdAge.com. With location insights Retailers can target audiences with messaging and creative as well as campaign objectives such as Offer Claims that increases conversions.

    Cross-Device Optimization

    Increase conversions with Cross-device and Cross channel messaging, that is likely to target users as customers. Audiences that engage on one device, buy on another. Engage audiences on one device are likely to buy on another. Increase in-app messaging and advertising for digital propeties your audiences frequent for holiday shopping ideas.

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    Include CTA In Mobile Video

    Including CTA in Mobile Video Ads can increase clicks and conversion with the right information required to make the transaction.

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  • Gifting Themed Campaigns For Targeting Seasonal Shoppers

    According to Google, This Christmas, 40 percent of people will fake joy at unwanted presents and two-thirds are set to open at least one gift they don’t like. For consumers, the pressure to get gift giving right is already on – in fact 20 percent start their Christmas shopping in September! Finding the right gift is one of the key insights inspiring retailers to position themselves as the brand where consumers are most likely to find the right gift and useful tips to make their holiday season more rewarding.

    As shoppers looking for gifts starts as early as September, the procrastinators are likely to spend more. According to Cardlytics, The procrastinators spend more than the early birds. Last year, the late spenders averaged $1,362 per person, which was almost a full $100 more than the early birds, who spent only $1,269 each. For retailers last year the week before Christmas saw an increase of approximately 12 percent in stores and nearly 27 percent increase in Online Spending.

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    Targeting  the high value shoppers on Digital Channels that the users are most likely to visit and engage on can leapfrog your Brand’s engagement. Targeting the Early Bird Shopper with Wishlists and Holiday Gift Guides as well as seasonal deals and events for Black Friday spurs the seasonal sales momentum.

    Amazon’s DIY online video series “Kitchen Shorts” links to the Amazon’s site creating a seamless shopping experience where users can browse the products featured in the video and learn more about the offers and see the products on offer, as well as give feedback about the experience. With a shoppable feed, featuring products used in the recipe that is featured as a text overlay in the video, customers can find other related products in Holiday Home and Gift Guide.

    GG

    Walmart’s video promoting the Walmart app highlights Add To Wishlist making consumers aware of the Mobile Shopping experience. Walmart has created digital shopping experience with Online tools such as “Add To Wishlist” and Holiday Gift Guides that allow users to add gifts from the catalog with featured deals, and customize wishlist with a countdown for each occasion.

    list

    Kohl’s new campaign #AllTogetherNow, plays on the aspect of togetherness where everyone can find a gift from the wide range and choice of products available.

    Key Takeaways For Brand Marketers and Advertisers

    Advertise your Gift Themed Value Proposition and content as advertising has a significant influence with 40 percent customers getting ideas on their gift purchases based on ads.

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    Optimize your campaign bids for Ad Creative and Ad Sets that target the high value shopper prior to the uptick in consumer spending.

    Use Retargeting and Remarketing options to reach the  Audiences who have visited your site but have not made any purchases. Create a series of DIY video content your users are most likely to share and view with DIY content for celebrations.

    Target audiences with appropriate messaging as high value shoppers may find offers that are targeted and personalized more engaging.

     

     

     

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