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 >
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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Last week, the very influential Mary Meeker released her 2014 Internet Trend Report at the Code Conference in California.
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).
1) From social broadcasting to selective messaging
Tech acquisitions often shed a lot of light into where things like social media are heading, so when Facebook attempted to acquire SnapChat and went on to purchase WhatsApp it became pretty clear that people were beginning to favour private communications over public social networks. In the past 12 – 18 months, we have seen the popularity of messaging apps soar as consumers seek more control over who sees a message or photograph – demonstrating a shift from broadcast type social messaging to communicating to a select few. This consumer shift will change the way brands use social media with these direct messaging services providing brands with new tools to find and build relationships with individual customers.
With recent statistics demonstrating apps like Snapchat are growing in popularity down under – with approx 10% of the online population already using the Snapchat service, it’s one Australian marketers need to watch closely and consider relevance – particularly brands operating in the youth brand space.
2. Content generation growing but becoming unfindable
As consumers shift some of their focus and attention to communicating via messaging apps – there is a growing amount of unfindable content being generated which limits marketers’ ability to capture brand perceptions and sentiment as well as glean data from social on individual consumers.
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 >