2013 digital marketing: what's in and out?
DESCRIPTION
A number of digital marketing trends that every marketers needs to get to grips with, if they are to really push forward in their advertising efforts. Let’s explore some of the important emerging trends in this fast and volatile digital environment.TRANSCRIPT
THEMATIC ADNATIVE AD
E - COMMERCEM - COMMERCE
TRADITIONAL MOBILEBANNER ADRESPONSIVE AD
By its name, native ad is defined as an advertising whose format and delivery is native to the content environment, such as adwords on Google, sponsored stories on Facebook, video on Youtube, etc. A recent study indicated that consumers looked at native ads 53%* more frequently than traditional display ads.
While many firms still struggle to optimize their e-commerce efforts, the rise of m-commerce significantly shapes the business world. 45% of Groupon’s sales were generated from mobile devices including smartphones and tablets#, this is a great example to illustrate the power of mobile advertising. In China, according to the mobile figures released by Taobao in 2012, all transactions via Mobile Taobao Marketplace has gained substantial growth compared to that via traditional platform - from 1.77% by the end of 2011 to 6.87% by the end of 2012, which recorded a 288% growth. On the Bachelor Day in 2012, Taobao recorded 64.85m unique visitors on their mobile marketplace on a single day. In other words, for every 3 Taobao members visiting Taobao on their personal computers, there will be one visiting Taobao on their mobiles.†
The core challenge in mobile advertising is the variety of different screen sizes available for the display of your ads. However, with the latest advancements in digital technology, it allows your ads to work well on any device - so no more half-seen or barely visible banners. An example of responsive creative design is demonstrated below on a live website, simply visit http://iab-demo.responsiveads.com.
With rich media banner getting more popular, you should start looking at the engagement metrics, including how a user interacts with the ad, e.g., expansion time, interaction time/rate, keyboard entries, data-loading, share rates etc. Be sure you are using metrics that reflect what’s important to your brand.
LOOKALIKETARGETING
CONTEXTUALTARGETING
CTR (CLICK THROUGH)ENGAGEMENT METRICS
Source: * IPG Media Lab and Sharethrough, Native Advertising Effectiveness Study, May, 2013# Financial Times, 8th May 2013^ iClick internal data† Taobao, 2012 Ecommerce Business Report
45%
The power of Lookalike Targeting is that it enables advertisers to identify potential customers who exhibit characteristics similar to an advertiser’s existing customers. Take
example of our eCommerce client in China, our platform is able to identify 2.3 million relevant audience in one week’ time after analyzing the online behavioral patterns of our client’s users who made online purchase. Despite a slight surge in the cost - per - acquisition, Lookalike Targeting effectively boosted the number of conversions by 26%^ while bringing more new visitors to the site.
25%
About iClickiClick is the leading digital buy-side platform in Asia that integrates search, display, social media and mobile marketing capabilities to allow marketers to plan and manage their cross-channel campaign in one single destination.
Harnessing the power of programmatic buy and ad technology, the proprietary platform XMO (“Cross-marketplace Optimization Platform) is designed to deliver maximum ROI and greatest efficiency to marketers.
Visit www.i-click.asia and follow us at weibo.com/iclickasiaSales enquiry: [email protected]
2013
DIGITAL ADVERTISING MID YEAR REVIEWWHAT’S AND