Reviewing the Mobile ad landscape and the future of programmatic advertising
Simon Swan's Digital Marketing Essentials interview with Luke Jonas of Hatch London
I caught up with Luke Jonas a specialist in programmatic advertising and performance marketing. He previously worked at mobile advertising technology platform and is a co-founder of Hatch London, an agency that help businesses build and upskill their digital performance marketing teams.
Luke has a wealth of experience across the digital sphere working for start-ups as well as for leading affiliate networks, and discussed with me how the rapid change in the mobile landscape the changing technologies, and the rise in programmatic advertising and the changes in advertisers looking to take media buying in-house.
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Q1. You’ve worked in the mobile advertising space, can you let us know your thoughts on the opportunities in the…
How considering the latest trends can help you stay ahead of the competition
2015 was an exciting year in the world of search engine optimization and social media marketing. These two fields are constantly evolving, with plenty of changes that prompt shifts in consumer and marketer behavior. In order to succeed, you should adapt to these changes and employ the latest and most effective strategies. The following are 15 social media and search engine marketing trends in 2016 and what you should do to stay ahead of the curve:
1. Mobile optimization is a must.
Last year, mobile generated more traffic than desktop and laptop search. With virtually everyone using their smartphone or tablet to find information online, it goes without saying that business owners must cater to the needs of their mobile audience to generate leads and increase conversions. If your website still isn’t optimized for mobile, then you risk losing out…
5 steps to harness technology and creativity using programmatic advertising to maximize its potential
To reach the modern consumer, companies must embrace ideas such as:
Programmatic advertising
Advertising for multiple screens
Personalization
Consumers today have become increasingly adept at ignoring advertising they feel is no longer a utility, but an irritation. While the always-on phenomenon has become a popular buzz-phrase, in reality the cognitive load placed on consumers as a result of the on demand economy has been significant. Not only are consumers filtering out irrelevant advertising, but poor ad placements are also harming brands and their reputations. According to this Online Personal Experience study conducted by Janrain, nearly 3/4 of U.S. consumers report feeling annoyed when they see adverts and content that does not match their needs or interests. Econsultancy has also reported that over half of UK internet users have a desire for more relevant ads.
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How to Easily Cultivate Trust with Button Copy that Puts Your Audience’s Needs First
Marketers are busy and often juggle way too many responsibilities at once. Something’s gotta give, and sometimes it’s the button copy. It’s understandable, but when you skip this one detail, you create a very bad impression with your audience.
By settling on generic button copy, you risk coming off as a lazy marketer who focuses on getting the lead or the sale instead of your customers’ wellbeing. Consequently, conversions suffer.
So it’s time to rid the world of generic button copy.
If Your Button Copy is Good Ole “Sign Up”, “Send” or “Submit”
You’re probably not doing this on purpose, but I’m not gonna lie – it’s bad.
When site visitors scroll through the page, a generic “submit” button doesn’t tell them a thing other than the fact you want something from them. Truth be told, they probably won’t even notice it,…
Digital Marketing will increasingly become about visual storytelling
As we move into 2016, the digital marketing industry is inevitably bound to shift. While changes occur at all points throughout the year, there’s something about January that gives brands a fresh start. All of the sudden, we’re paying attention to the future, as opposed to reflecting on the past. Well, as you look towards 2016, it’s important that you focus on two words: visual storytelling.
What is Visual Storytelling?
It doesn’t matter what continent you travel to, which time period you study, or which people group you analyze, humans have and always will love stories. In the early days, people sat around campfires and told stories and passed along legends from one generation to the next. Today, we log into our Netflix account to watch the latest flick. Stories are what engaged and captivated the early inhabitants of the world, and somehow, they’re still…
Pop-ups aren't always good for your conversion rate
The website pop-up can be the most hated, dumb, and annoying feature of a website. In fact, some go so far as to claim that they're more likely to trust a TV ad, than trust or respond to a banner ad or a pop-up. But it’s no secret that a website pop-up is likely to get you “new” leads and email addresses faster than any other tool on your website.
However, pop-ups are really effective for growing email lists, so it makes sense, that if we are to use them, we do so in such a way they don't annoy the majority of our users.
So, whenever the question of whether or not to use pop-ups arises, experts say that it’s best to stick to them as long as…
Creating quality online customer support can turn prospects into sales
How many times have you raced into a store to quickly pick up a few things and immediately looked for a brightly colored vest to find a sales assistant or customer service person to help you out?And how many times have you scurried from aisle to aisle looking for what you came to buy and seeing no sales associate in sight? That gets real frustrating, real fast! This is how your online shoppers feel if you don't get online customer service right. They need help. And if they can’t find it – guess what, they’re gone, perhaps forever.
According to Forrester, if their questions are not answered quickly, 45% of consumers in the US will abandon their transaction.
Don’t think for a minute that your visitors don’t need your help to some degree. Econsultancy reports that some degree of customer support is need…
Why Your Marketing Department Needs a New Marketing Plan and Marketing Budget — and Some Templates to Get You Started
Managing a marketing department often means having to prove that your marketing budget is money well spent. Since the ROI of marketing isn’t always obvious, it can be easy to get caught up in the never-ending cycle of reacting to analytics and reports. Chasing visitors, followers, subscribers, leads and sales can become a game of chasing fleeting metrics instead of thoughtfully executing a plan to accomplish the big-picture goals of your marketing department.
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This is a problem that can be solved with two vital documents:…
How optimised sales messages on category pages can give your revenue a huge boost
On many ecommerce websites one of the first things that is discussed is the design and 'feel' of the site. Phrases such as 'I want the site to look clean' and 'slick' are a frequent occurrence.
Yet it is important to note that a balance has to be struck between being representative of the brand, heritage, look / feel, and actually selling stuff (luxury brands tend to be the exception to this rule).
Offline stores maintain the design and look that you want, with your sales assistants being the ones that can step outside of the 'design', be human and actually do the selling.
Online your website has to achieve this to ensure that you end up with a website that converts as well as looking pretty.
To test the impact that sales messaging alone can have, we looked at a client's website whose site…
Convincing "the boss" of the need for bigger digital marketing budgets
Those of us who would describe ourselves as ‘digital specialists’ have a vested interest in evangelizing digital; we love it, we believe in it and we want to do more. However, working in real-world organisations, we need to make the business case to convince those who control the budgets that we require to implement our digital plans.
In this post I'll give some ideas on making the business case to the company owner, finance or marketing managers. Of course, every boss has a different personality. What works for you?
Otherwise change won’t be fast enough and the effectiveness of our marketing activity is likely to decline as consumers or business customers switch to new platforms; we risk “missing the boat”.
The reality is that “The Digital Revolution” has not resulted in whole new…
