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Online Search Becomes Most-Trusted Media Source

Online Search Becomes Most-Trusted Media Source | Marketing Trends | Scoop.it

As if traditional media needed more bad news: November 2014 polling by Edelman found that online search engines had surpassed traditional media to become the most-trusted media source globally. The firm’s 2015 report revealed that 64% of internet users worldwide trusted online search engines the most (vs. 63% the prior year) for information. Meanwhile, traditional media saw its response rate fall from 65% to 62% year over year. 


Hybrid media—which blends traditional and digital formats—sat in third place, holding tight at 53% of respondents. While social media and owned media rounded out the list, both saw decent gains. Nearly half of respondents trusted social media for news and information, compared with 45% the prior year, and the response rate for owned media rose from 44% to 47%. 


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Via Don Dea
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Don Dea's curator insight, January 31, 2015 6:41 AM

The firm’s 2015 report revealed that 64% of internet users worldwide trusted online search engines the most (vs. 63% the prior year) for information. Meanwhile, traditional media saw its response rate fall from 65% to 62% year over year. - See more at: http://www.emarketer.com/Article/Online-Search-Becomes-Most-Trusted-Media-Source/1011913#sthash.6t0bR9dP.dpuf

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The Long Tail And Why Your SEO Keyword Strategy Is Wrong

The Long Tail And Why Your SEO Keyword Strategy Is Wrong | Marketing Trends | Scoop.it

If you’re doing SEO for your business or looking into it, chances are you’re thinking a lot about which keywords you want to focus on. You probably have a pretty good idea which ones are the most important to you. You might even have a certain “golden” keyword you’re looking at, thinking to yourself “If I could rank #1 for that, it would change my entire business!” Guess what? You’re wrong.


I’ve heard all my life that the customer is always right, but not when it comes to SEO. Nevermind that most clients focus too much on rankings to begin with, rather than conversions or lead generation. Many, if not most of, the SEO clients out there are dead wrong when it comes to which keywords to focus on. We can learn how so many people got off track in the first place by taking in a quick history lesson about SEO and keyword strategy.


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Marketers Are Failing to Connect TV Ads With Web Homepages

Marketers Are Failing to Connect TV Ads With Web Homepages | Marketing Trends | Scoop.it

Only 20% of US television advertisers clearly showcase on their websites the products they promote on-air, according to a recent report from wywy.


Some 40% of advertisers in the US do not display the products showcased on-air at all on their desktop-accessible homepages; 15% show the products with compromised visibility; and 25% include the products as part of a rotating slideshow, the analysis found.


Advertisers in the UK and Germany, the other two markets examined in the report, are doing slightly better, with 22% and 25%, respectively, clearly showcasing products online.




Via Kamal Bennani
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Apple Prepping iAds for Programmatic Buying

Apple Prepping iAds for Programmatic Buying | Marketing Trends | Scoop.it

Apple is readying itself to open its app advertising inventory to programmatic buyers, according to a hastily-deleted press release published by ad tech company Rubicon Project.


The release announced the company was partnering with Apple to make the vast array of Apple’s app ecosystem accessible to brands through Rubicon’s direct order automation platform.


The move is likely to radically transform Apple’s relatively small ad business, which has struggled to compete with Google and Facebook in the mobile advertising space since its launch four years ago.

Advertisers hoping to reach Apple’s 600m iTunes users via iAd currently have to purchase ads directly and upfront through iAd’s sales team. Programmatic or automated buying will dramatically simplify the process, enabling advertisers to book ads via an online platform.


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This Infographic Shows How Worried Digital Advertisers Are About Viewability

This Infographic Shows How Worried Digital Advertisers Are About Viewability | Marketing Trends | Scoop.it

A great debate in digital advertising is brewing around the issue of viewability that will only heat up after the calendar flips to 2015.


According to The Wall Street Journal, the 4A's has told its members that it would "not endorse" guidelines that the Interactive Advertising Bureau issued on Dec. 16. The IAB suggested the industry consider campaigns delivered at a 70 percent threshold against the Media Ratings Council's eight-month-old display ads standard, which calls for 50 percent of pixels per ad be viewed for at least one second. For a video ad to be deemed viewed, per the MRC, half of the ad needs to be on the consumer's screen for at least two seconds.

So for display or video, if the measurable impressions/views don't achieve the MRC's standard at a 70 percent threshold, make-goods are in order, the IAB stated.  

What's more, new research from Integral Ad Science shows just how divided the buyer-seller community is when it comes to what constitutes "viewability." Just 22 percent of buyers said the MRC's standard was stringent enough, while 61 percent of sellers believed the MRC's mandate was reasonable.

The Integral Ad Science infographic below showcases its recent research, which involved surveys with 391 digital marketing players. The data points reveal players' largest concerns going into 2015, entailing topics such as viewability, ad fraud, attribution models, programmatic, etc.

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Are ad networks ruining Christmas?

Are ad networks ruining Christmas? | Marketing Trends | Scoop.it

“Are you aware you might be ruining Christmas?” is how I started, and ended, an interview with one popular ad network recently.


I’m not surprised that the companies delivering ads across a majority of websites do not want to talk about this. Delivering remarketed or retargeted ads based on the websites you've visited, and the products you've shopped for, is what they do best.


But at this time of year especially, it's likely to spoil an awful lot of surprises.


Let's say you buy a PlayStation 4 for your son on the family computer. You close all your browser windows, and junior sits down at the computer to do homework. He opens a browser session — but because an ad network's cookie has tracked your shopping, he notices ads touting deals for the PlayStation 4 surrounding every web site he visits.


Just like that, the magic of Christmas and holiday gift-giving is gone. If junior is young enough, he may wonder whether Santa is trying to send him a message or torture him: “I know this is what you want, kid, now you have to see it over and over again.”


And if he's older and more savvy — well, now he knows that the last gift mom and dad will hand him on Dec. 25 is the PS4.


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Programmatic advertising – a new destination for travel brands

Programmatic advertising – a new destination for travel brands | Marketing Trends | Scoop.it
The travel industry is a crowded marketplace with low margins. But it’s also high volume which provides a rich audience pool to improve advertising.


Travel brands have a history of being among the first to use new media technologies to drive advantages over competitors, often being innovators in pay-per-click and social media strategies.


Today, however, the search and online travel agency channels have become too crowded which has led to lowering margins for advertisers.


This has created a need to grow the audience base by looking at other digital channels. Display advertising, so far, has been a channel travel advertisers have struggled to make work.


Some have seen retargeting – focusing on users that have previously visited their websites – deliver great results but this approach still relies on traffic driven from search and OTAs. The wealth of rich data at travel brands’ fingertips means programmatic display advertising can be used to reduce this reliance on search and OTAs to improve incremental volume and efficiencies by targeting users through the entire customer lifecycle. 


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