A quick guide to different types of advertising for different purposes
This article explores different types of advertising online. Which ones are effective? Which among them actually help businesses reach their bottom line and business goals?
In Digital Marketing: Integrating strategy and tactics with values, published 2014, Ira Kaufman and Chris Horton wrote that we’re well beyond the stage in which digital media is a fad. In fact, over the last 10 years, digital media has become the means by which consumers communicate with their friends and families, especially when making purchase decisions. This is the main reason why marketers embrace and invest in digital marketing and advertising.
But, alongside these welcome developments in customer behavior and expectations, marketers are faced with increasing challenges - algorithm updates, changes in tracking, and increased noise in the digital landscape to name just three.
As Anatolii Labinskyi put it 'change is…
E-commerce inbound marketing means attracting customers to your online store with engaging and relevant content to increase sales and conversions
E-commerce has rocketed over the last 12 months - and with it, inbound marketing tactics by savvy e-commerce marketers have picked up the pace, competing to attract customers to their site and win that sale.
While a healthy e-commerce marketing strategy will always include a mixture of outbound and inbound marketing, with demand and competition peaking in 2021, there's little doubt that now is the time to focus on your e-commerce inbound marketing strategy to increase your return on investment.
The numbers speak for themselves with e-commerce purchases accounting for 16% of all sales in the US in Q2. In fact, 9 countries were predicted over 20% growth in e-commerce post-COVID, the Asian Pacific market alone forecast $2,448.33 billion of E-commerce sales.
With that in…
Apple's iOS 14 platform update has certainly not been without controversy. Increased customer privacy has caused problems for mobile ad providers. What do the platform updates mean for your digital marketing strategy?
Released on 16 September 2020, Apple's iOS 14 constitutes a huge overhaul in mobile customer experience. And the biggest change is yet to come!
The delayed new iOS 14 opt-in processes, penned in Forbes as 'Facebook and Google's worst nightmare', have been penciled in for January 2021. This will at least give ad suppliers more time to adjust to the changes - and it looks like they're in for a busy couple of months.
We'll be discussing what these changes mean for your business below. Plus, we'll take a whistle-stop tour of some of the platform's new features and how marketers can delight customers on their iPhone.
Retailers, restaurants and service providers:…
Stay on top of the latest advancements in paid search by taking a look at the big PPC trends for 2020 that are set to take the digital marketing industry by storm.
As the world of Pay-Per-Click (PPC) becomes increasingly competitive, it has never been more important to ensure you are spending your budget efficiently and maximizing your Return On Investment (ROI). But with new PPC strategies and opportunities emerging all the time, which ones should you pay attention to?
Take a look at what we at Smart Insights and industry experts believe are the top PPC trends to pay attention to, as we cut through the noise and give our top five trends you definitely need to add to your PPC strategy for 2020.
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Will smaller ad agencies end up ultimately trampled to death by yottabytes of Facebook and Google data?
Along with being reigning leaders of the tech industry, Google and Facebook run the most prominent advertising networks. The rest of the no-names pale into insignificance compared to the great and terrible Duopoly. Will smaller ad agencies end up ultimately trampled to death by yottabytes of Facebook & Google data?
"Who owns the information, he owns the world." This 300-year old quotation is more relevant today than ever. Like it or not, it is personal data and its quality that defines the success of advertising campaigns. Get the right data about the customer and this customer is likely yours.
Facebook and Google grew from unicorns into giant datavorous raptors that absorb all info about their users. No wonder they account for a combined 60% share of digital advertising in 2019. While such…
Marketers too focused on transactions, Snapchat's strong Q3 results, Amazon's new News app, Twitter's poor Q3 results, New adaptive Google banner ads, Instagram testing new feature
Almost half of marketers have admitted to being too focused on getting money in the bank at the expense of building customer relationships.
Snapchat reports strong Q3 results and announces a new focus on advertising buyability.
Amazon is launching a new News app to compete with Google News and Apple News +.
Twitter sees stocks plummet as it posts disappointing Q3 results, with targeting bugs partly to blame.
Google announces new adaptive banner ads designed to improve mobile viewability.
Instagram is testing a new feature that sees the accounts your following split into different categories.
43% of marketers focused on transactions rather than relationships
Almost half (43%) of marketers are focused more on ‘transactional’ relationships rather than encouraging a deeper level of engagement from their audience, according to new research. The…
Facebook launches new influencer tools, US states launch Google probe, programmatic advertising revenue growth and Google's expanded advert options
Facebook is aiming to make its platform better for influencers and public figures with the release of new tools that could help them find new audiences.
48 out of 50 US states have joined together to launch a probe into Google's advertising dominance in a bid to stamp down on anti-competitor behaviour.
Programmatic advertising revenues in Europe saw a huge 33% increase in 2018, with display and video ads seeing good growth.
Google has expanded existing digital advertising options for more campaign types to allow for great flexibility for advertisers.
Get all the details on these stories with this week's news roundup.
Facebook launches new public figure tools
Facebook has launched new tools aimed at public figures in a bid to help influencers…
UK desktop ad viewability improvements, Google's first-price auction rollout, Facebook's political ad policies changes, YouTube's inappropriate content removal update
This week has brought with it the news that the UK is seeing great rates of desktop ad viewability, with viewability reaching a record high in the second quarter of the year - great news for digital advertisers!
In other advertising news, after months of testing, Google is set to start rolling out its new first-price auction rollout, which has reportedly had good results so far.
Facebook is also making changes to ad policies, this time relating to political ads and those that tackle social issues. These changes are aimed to provide greater visibility over political advertising ahead of the 2020 US elections.
Our final big news story is the week is that YouTube has provided an update on its efforts to remove inappropriate content from the platform, with thousands of hate speech videos being…
A scientific approach to writing paid search ads can be beneficial to creating effective ads
The ever-changing parameters of search engine marketing are no secret. It can be time-consuming to keep up with the latest trends in the industry, making it important to be efficient while writing quality and catchy ads. A scientific approach to writing paid search ads can be beneficial to creating effective ads for yours or your client's site. Below I explain the steps to take to follow a scientific approach for PPC.
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Use science when in a situation of uncertainty
Conversion optimization is what inspires advertisers. Before creating a PPC ad that brings your target…
The successful launch of a new mobile app ad campaign requires a targeted UAC approach
When launching a new mobile app, you may not have an advertising account history to leverage or a customer list to create a lookalike audience from on Facebook and Google UAC. This makes a successful ad campaign launch difficult since most user acquisition resources you read assume you will have those two items to work off of.
But, since your user lists and advertising accounts are brand new, you have to start from scratch to acquire app users.
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Below, we outline the user acquisition process that will lead to the successful launch of a new app campaign.
Perform a competitive analysis
It’s quite easy to run a competitive analysis on Facebook. Start by making…