If you don’t have time to wade through the 160+ page report – here is my summary of some of the most interesting insights for marketers with an Australian take on it (where possible). Read Full Article >
In the dynamic digital landscape, where new platforms and devices are continuously emerging and evolving – marketers are facing an array of new challenges – which is resulting in the need for marketers to re-think the way they market to customers.
For starters the number of channels and resources consumers are using during the course of making a single purchase has grown. As a result marketers are trying to drive awareness and engagement across more channels than ever before to be there when it matters. Marketers are equally attempting to demonstrate that they are innovating by developing channel strategies to tap into the “next big trend”.
But it doesn’t stop there in the age of digital marketing, where everything is measurable it should be easier than ever before to maximise return from marketing spend and reduce wastage. But the age old saying “half the money I spend on advertising is wasted; the trouble is I don’t know which half” – is probably never more relevant than it is today – as marketers build and measure channel strategies in silo’s. In fact according to recent research conducted by eConsultancy and Oracle Marketing Cloud 65% of CMOs say they can’t measure ROI across digital marketing efforts.
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Native advertising continues to gather pace with BIA/Kelsey estimating native ad spending on social media alone would grow from $3.1 billion this year to $5.0 billion by 2017. This is music to the ears of publishers around the globe that have been struggling to develop online equivalent monetisation models to replace declining print revenues.
Why are we going native?
No single trend is fuelling growth of native advertising, in fact there are many reasons native advertising is on the up and up;
> Its not new, but Facebook and Twitter proved it works as a viable revenue model; Brand integration in TV programs and movies has been happening for years but when Facebook and Twitter were faced with the need to monetise their audience, they knew they had to do it in a way that didn’t interrupt the conversation and interaction in ones network. Fast forward to where we are today and one could argue networks like Facebook have probably compromised their site experience and potentially their audience in the longer term in the relentless pursuit to deliver shareholder return. But they proved it worked which is why we are now seeing many major publishers around the world creating innovative new products to capture the shift in spend towards native advertising.
> Branded content falling on deaf ears; In years gone by, brands have been increasingly investing in the creation of engaging content but too often this content was not gaining the reach / eyeballs to justify investment – heightening the importance of distribution in the content strategy equation.
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In 2013, global mobile traffic grew 81%. As a result brands like John Lewis are reporting that 40+% of their traffic are now coming from mobile. The unabated growth should make mobile the new black when it comes to marketing. Read Full Article >
In 2013, Australian brands really began to embrace content marketing, according to Director of King Content Cameron Upshall in a recent Mumbrella article. Read Full Article >
Whilst tried and true traditional research methodologies are still an integral part of the insight manager’s tool kit, digital is changing the way organisations and brands gather, analyse and deduce patterns Read Full Article >