Saturday, August 31, 2013

Dynamic ads win on Facebook Exchange

A new study by Kenshoo Social has found that the most successful ads on Facebook Exchange (FBX) tend to be those that are dynamically generated based on the products or pages that online shoppers have previously viewed outside of Facebook.

Dynamically generated FBX ads that are customised according to Facebook users’ previous browsing history have clickthrough rates (CTRs) which are 1.9 times higher than static uncustomised ads.

Furthermore, dynamically generated ads also have conversion rates (CVRs) which are twice as high and a CPC which is 16% lower. Overall the ROI from dynamic ads versus static ads is 1.8 times higher ($8.10 versus $4.50).

APAC mobile budgets predicted to rise

A Warc survey of 336 client-side advertisers and marketing services agencies across 13 markets in Asia-Pacific found that mobile accounted for 10% or less of marketing budgets in 2013.

But almost all respondents (90%) expected that budgets would increase in the next year, with a third (34%) predicting an increase of up to 75%.

One problem highlighted by the survey was consumer concern over privacy and security, which 42% of marketers felt was holding the industry back.

Ways every online business can achieve personalization

Online personalization has been blighted by the stigma that it’s something we’d all love to achieve but it’s out of the reach for the middle market.

In fact, a recent Econsultancy survey that found that 94% of companies sampled agreed personalization “is critical to current and future success” but they didn’t know where to start or how to approach it.
But the tables are turning and this is all about to change. Companies that have started to use new and accessible personalization technologies have seen up to a 300% increase in conversions.
Unlike traditional 'top of the funnel' personalization models which rely on past behaviour data to personalize the online and email marketing experience, new cloud-based technologies use real-time behaviour analytics to adapt content and engage users whilst they’re on-site.
This means the messages and communication can change depending on if the user is at lead or at the referral stage.

Three simple personalization techniques that every online business can use

1. Look at the referring source

2. Tracking a visitor’s behaviour on your site

3. Engage with on-site messaging. Why the email will die


Friday, August 30, 2013

CPCs for Google Shopping ads have increased 53% year-on-year

The cost per click (CPC) of Google’s Product Listing Ads (PLAs) has increased by 53% year-on-year, reaching an all time high in June as the search engine finally completed the transition of shopping results to a commercial model.

In fact, PLA CPCs have increased by 34% since January alone and costs are likely to continue rising despite a slight drop off in July, which is likely as a result of seasonality.

The data, which comes form Marin Software, also shows that shoppers continue to find PLAs more attractive than standard text ads, as evidenced by the fact that PLA clickthrough rates (CTR) have remained higher than standard text ads since November 2012.

Mobile Expands Its Share of Worldwide Digital Ad Spend

Mobile is making inroads in digital ad spending throughout the world, according to eMarketer’s latest forecast of paid media ad spending worldwide. While mobile internet ad spending as a share of the total digital market is largest in North America, it’s growing in every region around the world.

This year, eMarketer expects, 18.8% of all digital ad spending in North America will go toward mobile internet ads—which include all mobile advertising on tablets, smartphones and other devices except messaging-based formats. By 2017, nearly half of all digital ad spending in North America will be on the mobile internet.
Western Europe and Asia-Pacific are nearly tied this year, with 12.6% and 12.3% of all digital spending occurring on mobile, respectively. But Western Europe is expected to expand its share more rapidly, as a relatively mature desktop ad market gives over to mobile channels. Latin America, the Middle East and Africa, and Central and Eastern Europe all have less mature digital ad markets overall, but the direction is clear: A greater share of all digital dollars will go toward mobile each year. By 2017, eMarketer expects, 36.3% of digital ad spending around the world will go toward mobile formats, up from just 4.6% as recently as 2011.
That’s happening even as digital continues to grow significantly, meaning much digital growth is attributable to mobile specifically. North America will remain the No. 1 digital ad market throughout the forecast period, with Asia-Pacific in second place.

Thursday, August 29, 2013

Facebook Sees Big Gains in Global Mobile Ad Market Share

Facebook’s continued emphasis on mobile monetization, along with its users’ ongoing shift toward mobile devices, is resulting in dramatic gains in mobile ad market share, according to eMarketer’s latest estimates of worldwide ad spending and revenues at significant players in the mobile and digital ad markets.

The company is expected to see its share of global mobile internet ad revenues reach 15.8% this year, up from just 5.35% in 2012, which was the first year that Facebook had any mobile ad offerings. eMarketer previously estimated Facebook’s share of mobile ad revenues worldwide would reach 12.9% this year.
eMarketer estimates that Google will grab 53.17% of the worldwide mobile ad market this year, up slightly over 2012—primarily a result of continued growth in mobile search usage and further mobile monetization of YouTube. The overall mobile ad market worldwide is expected to grow 89% to $16.65 billion in 2013, eMarketer estimates.

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The importance of customer experience in a multichannel world

Why has customer experience become such a hot topic in recent years? What is driving the change?

The concept of customer experience has obviously been around for a very long time, but in the last couple of years it has become a hot topic due to the explosion of digital and social media. It’s all about the shifting balance of power between the customer and the marketer; and with digital media the power belongs to the customer.
Brands and marketers cannot dictate how customers think about brands, so the only way a marketer can attempt to balance out this power shift is to influence the customer experience. 
If marketers can translate their brand story into a real life customer experience, they then get to influence the customer in a favourable manner. Customer experience is all about tapping in to the emotional sentiments of customers.
If a brand can understand a customer on an emotional level and interact with them accordingly, then it’s easier to appeal to them.
Customer experience is the key to a customer’s heart – that is why it’s a hot topic today. So it’s not just about the product and services customers buy, it’s their entire journey; the experience a customer gets before, during and after a product or service is bought. 

Obviously the increased focus on customer experience has been a positive change for consumers, but how has it affected businesses? Has it been a positive change, or an additional drain on resources?

Focusing on customer experience is a game-changing concept for marketers – to think above and beyond the immediate sell and to focus on the entire ‘cradle to grave’ brand experience. Change obviously presents opportunities, and for businesses this is definitely an opportunity, though it is amazing how many organisations even now still do not embrace this.
Digital is a part of everyday life, and not using it to build more engaging experiences, or even to just influence customers – means that organisations would already be a couple of years behind. 
Marketers do need to understand that digital is not something you can just bolt-on around a business and its processes and expect results. If you want to gain long-term advantages from digital then you need to rethink your business strategy in the context of digital dynamics.

Which brands do you think currently deliver an excellent customer experience and why?

Burberry is an great example of a brand delivering excellent customer experiences.

From online to in-store the Burberry the customer experience is unified and well thought out. Most of all it is telling the Burberry story in the context of a customer’s lifestyle.
How RFID technology is used in-store to extend the customer experience via bespoke multimedia content specific to different products and ranges is one of the best customer experience extensions the brand has deployed.
It’s these subtle things that make the customer think about you differently, and eventually turn from being a mere ‘buyer’ of your brand, to a ‘believer’ of your brand.
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