Amazon’s US ad revenues hit $1.65 billion in 2017 and are expected to grow 48.2% this year. With the majority of product searches now initiated on Amazon, brands need to increase the visibility of their wares in the platform’s search results, according to L2’s Marketing Playbook report.
Traditional brands and large ad companies like WPP, Publicis, and Omnicom are all taking note of Amazon’s ad services. In fact, traditional brands now own more Headline Search Ads and Sponsored Products than either indie brands or Amazon’s own private labels. – Read
The digital era has transformed how PR pros must tell their stories.
In 2012, Coca-Cola declared that it was on a mission to “kill the press release” by 2015 and launched an ambitious brand journalism project to tell its own story. The result was Coca-Cola Journey, which transformed the company’s corporate website into a dynamic digital magazine and owned media channel that “makes (and sometimes breaks) Coca-Cola news.” While cutting down on press releases and corporate speak, Coca-Cola has managed to significantly boost its media coverage—and more importantly its audience engagement.
This example highlights how PR professionals need to fundamentally rethink the way they tell their stories. What methods can communicators use to ensure that their stories are not only heard, but also felt? – Read
Many marketers view e-newsletters as a kind of interesting relic or an outmoded stepping stone between newspapers and social media. They may pull their writers away from the weekly or monthly newsletter and focus them instead on social media. After all, you can post that same information online and reach your audience instantly, right? However, when used correctly, e-newsletters can still be a valuable marketing tool, especially in the age of social media.
In an almost mythic way, the greatest strength of social media marketing is also its greatest weakness. Social media is instant communication, but it is also fleeting. Your carefully written post about the latest development in your industry may reach thousands of people in a second. But by the next second, it is drowned out by a dozen other posts. – Read
Digital channels are dominating the advertising market.
As the landscape expands, new avenues for distribution and, ultimately, new challenges are constantly presented.
What role will artificial intelligence play in the industry? Which channels will see the largest growth? How is data collection going to change?
Savvy brand managers must be aware of all these facets in order to develop a successful digital strategy. – Read
Targeting ads, it turns out, is almost infinitely customizable — sometimes in surprising ways. The ads you might see can be tailored to you down to the most granular details — not just where you live and what websites you visited recently, but whether you’ve gotten engaged in the past six months, are interested in organic food or share characteristics with people who have recently bought a BMW, even if you’ve never expressed interest in doing so yourself.
Facebook made $40 billion in advertising revenue last year, second only to Google when it comes to its share of the global digital advertising market. Even with a recent decision to stop working with outside data brokers to help advertisers target ads based on things like offline purchases or credit history, this number is expected to grow sharply this year.
Here are some ways advertisers can target you through Facebook: – Read
Gone are the good old days of traditional marketing. Today’s trends revolve all around content marketing.
Are we surrounded by content marketing misconceptions? If so, then let’s clear them all today!
1. Content marketing is an easy way to attract masses
The world is a big place. It is not only you and me who are blogging or promoting our contents, there are millions of them out there trying to do the same.
Out of the total number of websites worldwide, WordPress itself comprises around 30% of the content management system. – Read
“Content marketing is the gap between what brands produce and what consumers actually want.”
As a blogger you have to make sure to bridge this gap.
All this technology, all this data, all this new thinking—all of it is transforming marketing both operationally and strategically. Whereas once marketing was seen as the fluffy stuff—or, in the case of one company I worked at, the place that sticks a logo on letterheads and merchandise (car phone chargers! headphones!)—now there is a real drive towards proving return on investment. And where there is ROI, there’s more clout.
So with all this technology, data, new thinking—marketing transformation—how is it that some CMOs are still trying to prove their worth? As the CMO reaches the top table, they must move away from vanity metrics and begin to think about more robust ways to drive repeatable, predictable, and scalable revenue. The modern marketing leader is in the business of driving revenue, not spending money with no returns. – Read
Last year’s Black Friday data shows quite clearly just how important eCommerce has become to consumers. While high street footfall dropped, online purchasing soared, but retailers and brands cannot afford to rest on their laurels.
Recent research that MetaPack carried out amongst over 3500 consumers in the UK, US and Europe illustrates sharply that shopper power determines the strategic decision-making for eCommerce retailers and nowhere more so than in the delivery choices that they offer.
To keep customers loyal, retailers need to stay on their toes.
We asked our cohort of research respondents how likely a positive delivery experience would be to encourage them to shop with that retailer again, and in the UK a massive 84% said very or somewhat likely. – Read
Do you outsource your marketing? Or are you no-source … in-sourced … or co-sourced?
With a million ways to get help with marketing, how do you know which option is right for your company?
Mark Schaefer and I recently had a discussion on this topic at Social Media Marketing World 2018.
And while recent headlines will put you in a panic that everyone is moving their marketing in-house, that’s just not the case.
Here’s some fodder for you if you’re figuring your own situation out. – Read
The new EU data laws has come into practice, and while marketers will be adapting their outreach techniques, it’s important to remember that inbound marketing behaviours will also have to change.
Inbound marketing means prospects are looking for more information from you. It will be up to the individual user as to whether or not they will leave their information and disclose what they want in terms of further contact.
Besides creating content of value that will convince your prospect to stay a little longer on your site, the user needs assurance that they can trust you to handle their data responsibly. – Read