Social Advertising Intelligence. How to reach consumers with active advertising

Size: px
Start display at page:

Download "Social Advertising Intelligence. How to reach consumers with active advertising"

Transcription

1 _XSL_FactSheet_ _v1.indd 4 Social Advertising Intelligence How to reach consumers with active advertising Xtract Ltd. White Paper October 3, :22:26

2 Executive Summary: Customers are increasingly moving from mass broadcast media to social media, making current advertising processes less effective than before. To adapt to this change, advertisers need to use more dynamic advertising strategies that take advantage of two-way communication with consumers. Until now, the tools for planning and buying online and mobile advertising have been lacking. This has slowed the transition to these new media forms. Xtract Social Advertising Intelligence is the first solution to provide accurate targets for advertisements and to track campaign performance in social media, online and mobile advertising. Advertising faces a radical change It is widely recognized that customer and user focus has moved to online media. According to a study by IDC, Internet users spend 32.7 hours per week online and only 16.4 hours watching television. The younger the users, the greater the extent by which Internet has replaced traditional media. The time spent using the Internet will continue to increase at the expense of television and, to a lesser extent, print media, writes Karsten Weide, IDC s programme director. This suggests that advertising budgets will continue to be shifted out of television, newspapers, and magazines into Internet advertising. Advertisers have noticed this change in customer focus and advertising spending in web, mobile and games is growing dramatically. Advertising Advertising budgets will continue to be shifted out of television, newspapers, and magazines into Internet advertising. expenditure on the web has grown annually at a compound rate of 18.3 percent and will reach $73 billion by 2011, according to PriceWaterhouseCoopers. By that year Internet advertising will comprise 14 percent of all global advertising. Billion USD Mobile advertising Internet advertising The focus of customers is moving to social media. Internet advertising will reach $73 billion by 2011 (PriceWaterhouseCoopers), while mobile advertising will grow to $14.4 billion (Strategy Analytics). 1 XTRACT LTD 2008 ALL RIGHTS RESERVED

3 Mobile advertising is also expected to grow in the next few years. Strategy Analytics forecasts that mobile advertising, which currently is around $1.4 billion market, will grow to $14.4 billion in Other estimates range from $11.4 billion (Informa) to up to $20 billion. Fragmented media The media landscape is more fragmented than previously. Twenty years ago one could reach maybe one third of the viewing audience with a single well-placed ad. Nowadays getting the attention of individuals requires sending multiple messages via different channels to consumers. Simply placing the advertising message in front of the audience is not enough. During the last twenty years traditional interruptive advertising has become more expensive and less effective. Advertisers have to find more innovative and expressive ways to reach consumers, who have become immune to mass advertising. Advertising is no longer just about content distribution. It is about people, connections and social networks. Brands and advertisers need to get into a dialogue with their customers: instead of push marketing advertisers should engage in pull marketing where the customer asks for and can obtain information and knowledge about the products and services on offer. It is impossible to manage all of a brand s communication via different channels manually and also keep the brand s message consistent at the same time. This is why intelligent and automated tools are needed so that marketers can adjust their marketing messages dynamically, and can also analyse campaign results. Challenges faced by advertisers There is a large gap between the amount of time users spend online as a fraction of their media consumption (20-40%) and the amounts of marketing budgets spent on Internet (around 7.5%). Much of this is due to the lack of tools and experience of traditional marketers to undertake online marketing activities as efficiently as possible. For online advertising spends to grow to its full potential, these obstacles need to be overcome. Advertising is not anymore just about content distribution. It is about people, connections and social networks. 1. Measuring the full impact of the ads Currently, the advertiser can at best receive information about how many people clicked on an online or mobile ad and what pages they were directed to. However, for most advertisers, it is not easy to get information about the spread of word-of-mouth, or how well the ad was received by different user groups. It is possible to get information about the success of advertising campaigns only through indirect questioning and traditional market research techniques. These are primarily developed to measure the impact of traditional advertising within traditional broadcast media and do not work well tracking advertising success in the fragmented landscape of online media. 2. Lack of tools Advertisers need tools and measurements that give them the confidence to invest in online and mobile advertising. A challenge for marketers is that there are no tried and tested tools for planning integrated campaigns across all media types that could be used for testing different advertising strategies and for reporting results accurately. Online advertising simply doesn t enjoy the confidence of major advertisers, many of whom are unwilling to take risks involving moving large amounts of money from measured media with a heritage of delivering measured results. One reason for this is that the standards and measurements for campaign success are still lacking for online advertising. 3. Ads cannot be bought in a unified way It is difficult for a media agency to buy and manage advertisements for different channels and purposes in a unified way. Optimally, media agencies should be able to plan campaigns for all channels, such as mobile and the Internet, from one single user interface. 2 XTRACT LTD 2008 ALL RIGHTS RESERVED

4 4. Lack of information on online users The main challenge with the current ad targeting tools is the lack of information on online users. Even though publishers have rich data on customer behaviour, planners and buyers haven t been able to use that for truly accurate targeting of customers. At best, advertisers are able to target messages based on the content on the web page (contextual targeting) or to specific demographic groups, based on age and gender. However, it has been impossible to target messages to individuals that participate in communities and social networks, so that the true interests and behaviour of the users is taken into account. Relevant content with digital advertising To increase the impact of advertising, marketers try to maximize the relevance of each piece of communication. This means that (in an ideal world) consumers would be targeted with advertising that is relevant and interesting to them. This is important because, if consumers find advertising mostly irrelevant, they will start to ignore it. For example, traditional banner advertisements and marketing (spam) are nowadays very inefficient, since online users do not notice them anymore. In traditional marketing, segmentation has been the tool for targeting consumers with relevant content. Segmentation means dividing consumers into rough segments, typically based on past behaviour, demographics or interests. Then campaigns may be targeted to specific segments or messages can be altered based on these segments. If traditional marketing corresponds to dropping an atom bomb on a city, then segmentation is at best dropping conventional bombs on villages. However, segmentation is clearly not enough in today s fragmented and complex media world. As the Chief Innovation Officer of Publicis commented in an interview in the Economist: if traditional marketing corresponds to dropping an atom bomb on a city, then segmentation is at best dropping conventional bombs on villages. This is clearly an improvement, but there is still a lot of collateral damage. The main selling point for digital advertising is that more relevant content can be presented to consumers. Digital advertisements can be focused to only those consumers, whose profiles (however defined) match that of the advertisement. The success of the ad can be also validated by analyzing, how many consumers click on it and how large a proportion of those clicks lead to new customers. Another challenge with traditional marketing is that usually the marketer pays for the advertisements with a constant CPM (cost per thousand viewers) rate, regardless of how well the advertisement has been received by the audience or how much impact it has caused. On the web and mobile, more effective pricing strategies can be used, such as paying only for those ads that have been clicked (pay per click, PPC) or CPA (cost per action), where the advertiser pays for each specified action linked to the advertisement. Media agencies need to have the right tools to help them plan campaigns and analyze the results. Advertisers and creative advertising agencies do not usually have the expertise, interests and resources to set up technical platforms or tools to manage campaigns and advertisement processes. This is why it makes sense for them to outsource the process of negotiating media channels and targeting their advertisements. With better pricing models and live customer feedback, new revenue sharing models are possible. These allow advertising and media agencies to concentrate on the message, and the placement of the advertising, while other parties can provide the final delivery of the message and the analysis of the results. In this way, even small ad and media agencies can take full advantage of online marketing channels without large investments in technology and tools. Publishers too can benefit from the ability to learn about their audiences leading both to more appropriate content and to improved ad revenues. 3 XTRACT LTD 2008 ALL RIGHTS RESERVED

5 Digital footprint & behavioural targeting Consumers SMS Instant Messaging MMS Online Gaming Social Media IPTV Digital marketing provides new opportunities for directing advertising to buyers by making use of their digital footprints. When customers browse the web, and communicate in social media they leave footprints. This includes the content they have created, the pages they have visited and the content they have viewed. The business around behavioural marketing is growing quickly. According to emarketer, spending on behavioural targeting will nearly double from 2007 to $1 billion US in 2008 and reach $3.8 billion by Some companies, such as Amazon, have been using this approach effectively in targeting customers with products based on past behaviour and the products they have been interested in. Footprint features Contribution to Digital Footprint 3rd party data Social Interactions Values & Attitudes Digital Footprint Behaviour Demographics The digital footprint of individuals provides the data for understanding consumer behaviour in social media. For example, visiting a web site or sending SMS messages leaves these footprints. By taking advantage of these footprints, buyers can be targeted with advertisements, which match their lifestyle and interests. These can also be combined with their demographic features and advertising history, to target them with relevant messages that they would be interested in receiving. Social interactions and viral effects The best opportunities in behavioural marketing come from utilizing the social networks of the users. Social networks are about interaction between people and they can be used to answer questions on where, how and with whom people communicate. This social network of individuals has clear community structure. Social interactions between individuals can be observed both online and in mobile device usage. Online sources of social interaction information include, for example, social networking services, but also message forums, instant messaging services and online games. Social networking services, such as Facebook and MySpace, have a wealth of information. This information is used already to target advertisements to users. However, according to JupiterResearch analyst Kevin Heisler, the targeting potential is used still very inefficiently and there is huge potential in creating and analyzing campaigns that utilize the inherent strengths of these interconnected social networks. 4 XTRACT LTD 2008 ALL RIGHTS RESERVED

6 71% of car buyers are influenced by what their friends say, whereas only 17% are influenced by TV ads. The interactions between individuals are a valuable asset marketers and advertisers. As strategy consultant Tomi T. Ahonen puts it, Give me two months of your phone behaviour, and the total traffic in the network, and I ll know more about you than any marketing manager could ever capitalize upon. Social networks can be used in a number of ways. They provide information on how advertisements spread in networks. They can also be used for finding communities of similar individuals and for making word-of-mouth advertising campaigns. They tell us also about individuals and their social role. For advertisers, the social context is most effective when combined with demographics and behavioral data on customers. For example, if one would advertise an event, it would be possible to send an SMS campaign to just those, who are year old, use their phones after ten in the evening and who are influential in their communities. This would be difficult, or even impossible, without the combination of social, demographical and behavioral information. Understanding social networks and communities is an extremely important element within efficient marketing and advertising in the digital world. Traditionally, marketing and advertising has been based on unidirectional broadcasting to undifferentiated customers. Today, brands need to engage their customers into multi-way dialogues taking place within customer communities, in order to gain a competitive edge. The importance of word-of-mouth effects, communities and social networks is backed up by both research and our everyday life experiences. For example, Nokia has found out that, in many consumer segments, as much as 50% of new phone selection decisions are primarily based on recommendations by friends. A Capgemini study showed that 71% of car buyers are influenced by what their friends say, whereas only 17% are influenced by TV ads. Active advertising Digital media requires active advertising, where advertisers send different messages fine-tuned for specific communities and constantly monitor and modify campaigns to make the advertising more effective. Instead of running campaigns for fixed periods of time, advertisers have to be able to monitor the campaigns in real time, add new content if needed, modify marketing messages and refocus them. This is quite different from the standard approach in mass advertising, such as newspaper, TV and radio, where campaigns are first defined in as detailed a way as possible, then advertising material is created that matches the brand message and finally the advertisements are shown to customers for a fixed period of time. Targeting and monitoring campaigns requires processes for obtaining data on customers and having tools to analyze campaign success. This requires a data-driven approach to advertising. This is more familiar to direct marketers and media agencies than to creative agencies. This transition from traditional static advertising to a more dynamic advertising model is going to happen gradually. Those brand managers, advertising agencies and media agencies understanding 1. Mass media Age Gender Postal code Occupation 2. Context sensitive Web or WAP page Search Time Location 3. Social Advertising Intelligence Combine market segmentation and context with customer behavior and social network profiles Context sensitive advertising is more effective than mass media, but it is limited since it is the same for everyone in the same context. Social Advertising Intelligence recognises consumers as individuals within their communities and networks. 5 XTRACT LTD 2008 ALL RIGHTS RESERVED

7 Advertisers Ad brokers Media companies Media houses Campaign Managers Identifying Social Advertising Intelligence Audiences Social Media Mobile Application Providers Content Providers Social Advertising Intelligence makes it possible for advertisers, advertising agencies and media houses to reach audiences in multiple channels. this change will be the ones that benefit the most from the transition to digital advertising. However this requires both changes in the mindsets of the advertisers as well as tools to support the processes of creating and managing active advertising campaigns. Xtract Social Advertising Intelligence There is a gap between advertisers, who need to reach consumers and the audiences available in social media. To fill this gap there is a need for a service that matches available audiences to advertisers and gives advertisers solid tools for finding the targets for their campaigns. Xtract Social Advertising Intelligence (SAI) is a solution for advertisers to target and manage personalised and automated advertising campaigns. Participating advertisers can choose the types of users they are interested in and the features of these users. Based on these choices, the advertiser is offered a set of customers that would be the most suitable candidates for the campaign. The basis of Xtract SAI is a three-dimensional profiling engine, which uses a combination of social, behavioural and demographic info rmation of customers from different sources for effective advertisement targeting and segmentation. When In one campaign, by using Xtract SAI, average ad income was increased by 82% from 11 cents to 20 cents. demographics and customer behaviour are combined with the analysis of social networking, one obtains a rich understanding of individuals and can serve them only those products and services likely to be of the greatest interest and relevance to them. Xtract SAI is the only approach that enables the efficient use of word-of-mouth and community based methods for the spreading of advertisements and marketing messages. These benefits are impossible via traditional or behaviour-based advertising. Xtract SAI is already providing true, measurable benefits in customer advertising campaigns. In one campaign, by using Xtract SAI, average ad income was increased by 82% from 11 cents to 20 cents. In mobile campaigns SAI has given 30% better response rates than previous campaigns and increased response rates from an average of 3-6% to 13-43%. About Xtract Xtract is the global trusted partner and innovator in Social Advertising Intelligence. Xtract has the technology and competence to turn large user data into cash flow. The solutions of Xtract create accurate and automated consumer profiles for mobile and online advertisers based on social interactions, behavioural and demographic data. Xtract operates across Europe and Asia, working with over 50 companies with intensive customer data ranging from global leaders such as Nokia, T- Mobile and Vodafone to innovative challengers such as BLYK and Fonecta. Headquarters are in Helsinki, Finland and London, UK. For further information, see: 6 XTRACT LTD 2008 ALL RIGHTS RESERVED

8 Bibliography Ahonen, Moore (2008). Communities Dominate Brands. Avenue A Razorfish (2007). Digital Outlook Report Business Week (2007). Struggles of a Mad Man. ClickZ (2007). Fred Aun. Social Nets Sit on Goldmine of Behavioral Data, Says Jupiter. emarketer (2007). Behavioral Targeting: Advertising Gets Personal. IDC (2008). IDC Finds Online Consumers Spend Almost Twice as Much Time Using the Internet as Watching TV. PWC (2008). Global Entertainment and Media Outlook: The Economist (2007). The next big thing. The Economist (2008). Hard sell. TNS Media Intelligence (2008). Harnessing Influence How Savvy Brands are Unleashing the New Power of Blogs and other Social Media. IBM (2007). The end of advertising as we know it. IBM Global Business Services. Xtract Corporation Ltd. Venture House Arlington Square Downshire Way Bracknell RG12 1WA UK Xtract Ltd. Hitsaajankatu 22 FIN Helsinki Finland Xtract online: Office:+44 (0) Fax: +44 (0) Office: Fax: Xtract_XSL_FactSheet_ _v1.indd :22:26 7 XTRACT LTD 2008 ALL RIGHTS RESERVED

agency capabilities Digital Media Services www.broadstreetinteractive.com 512.275.6227 4107 Medical Parkway # 201 Austin, TX 78756

agency capabilities Digital Media Services www.broadstreetinteractive.com 512.275.6227 4107 Medical Parkway # 201 Austin, TX 78756 agency capabilities Digital Media Services Digital Media Services Strategy Budget Recommendations Research Planning Buying Campaign Management AD Serving Creative Social Media Search Marketing U.S. Media

More information

Outlook insights Hot Topics

Outlook insights Hot Topics Outlook insights Hot Topics Four forces reshaping the digital advertising landscape: mobile, video, native and programmatic www.pwc.com/outlook Four forces reshaping the digital advertising landscape:

More information

online marketing redefined

online marketing redefined online marketing redefined agency techtelligence media agency Madrivo has generated over $150M for advertisers in the United States Global Media (in billions USD) 474 483 503 521 548 580 Internet Advertising

More information

What is Prospect Analytics?

What is Prospect Analytics? What is Prospect Analytics? Everything you need to know about this new sphere of sales and marketing technology and how it can improve your business Table of Contents Executive Summary... 2 The Power of

More information

PROVING THE ROI FOR INBOUND MARKETING PROVING THE ROI FOR INBOUND MARKETING DELIGHT INBOUND

PROVING THE ROI FOR INBOUND MARKETING PROVING THE ROI FOR INBOUND MARKETING DELIGHT INBOUND PROVING THE ROI FOR INBOUND MARKETING DELIGHT 1 INBOUND PROVING THE ROI FOR INBOUND MARKETING BIGSHOT Inbound is a full-service advertising agency located in Kansas City, Missouri. We can assist you in

More information

TABLE OF CONTENTS. Source of all statistics:

TABLE OF CONTENTS. Source of all statistics: TABLE OF CONTENTS Executive Summary 2 Internet Usage 3 Mobile Internet 6 Advertising Spend 7 Internet Advertising 8 Display Advertising 9 Online Videos 10 Social Media 12 About WSI 14 Source of all statistics:

More information

Published August 2010. Media Comparisons Study

Published August 2010. Media Comparisons Study Published August 2010 Media Comparisons Study Introduction The Television Bureau of Advertising s 2010 Media Comparisons Study reaffirms the key strengths that television continues to enjoy over other

More information

All statistics mentioned in this report were taken from the 2014 survey unless otherwise noted.

All statistics mentioned in this report were taken from the 2014 survey unless otherwise noted. About this Report In May 2014, Bizo, in association with Oracle Marketing Cloud, surveyed more than 500 business executives about their companies lead nurturing challenges and strategies. The survey revealed

More information

Profit Strategies for Small Businesses

Profit Strategies for Small Businesses Profit Strategies for Small Businesses Tackling the Challenges of Internet Marketing If you re a small business owner, your goal is profitability. And marketing is the key to big profits. But small business

More information

Paid Search Services

Paid Search Services Paid Search Services Results-driven, mathematical PPC Pay Per Click advertising is widely acknowledged as the most powerful form of direct marketing. Not only are you gaining access to people that want

More information

Demystifying Digital Digital Marketing 101. Mal Chia Digital Account Director

Demystifying Digital Digital Marketing 101. Mal Chia Digital Account Director Demystifying Digital Digital Marketing 101 Mal Chia Digital Account Director @malchia @communikateetal Slides will be emailed after the session 2 Current state (and where have we come from) 15.7 million

More information

THE EVOLUTION OF TV. The Promise of Programmatic TV

THE EVOLUTION OF TV. The Promise of Programmatic TV 3 THE EVOLUTION OF TV The Promise of Programmatic TV Our Evolution of TV series explores how TV is shifting to internet delivery. Programmatic TV is one dynamic driving the shift and potentially transforming

More information

Today s Presentation

Today s Presentation Today s Presentation Lesson 1. What's the big deal?- Understand how your prospective student customer communicates- The digital native Lesson 2. Internet marketing- Improve your organisations website Lesson

More information

How the Internet has Impacted Marketing?

How the Internet has Impacted Marketing? Online Marketing and Social Media ( Module 1 ) How the Internet has Impacted Marketing? The internet has developed very rapidly as a major force in the marketing equation for many consumer products. Not

More information

SEARCH ENGINE MARKETING 101. A Beginners Guide to Search Engine Marketing

SEARCH ENGINE MARKETING 101. A Beginners Guide to Search Engine Marketing SEARCH ENGINE MARKETING 101 A Beginners Guide to Search Engine Marketing June 2015 What is Search Engine Marketing? You ve heard the word before or simply the term SEM. Your co-workers mention it. You

More information

Advertising. Christina Bäck. Head of Advertising

Advertising. Christina Bäck. Head of Advertising Advertising Christina Bäck Head of Advertising Voices from the industry Reflections from industry experts Mindshare Ericsson AB 2009 2 Why doesn t it take off? Significant Growth Potential for Ad spend

More information

Celebrus for Telecommunications: Deepening customer intelligence with individual-level digital data

Celebrus for Telecommunications: Deepening customer intelligence with individual-level digital data SECTOR SOLUTIONS Celebrus for Telecommunications: Deepening customer intelligence with individual-level digital data p1 Introduction Today s Telecommunications sector is highly dynamic. Firstly the very

More information

www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011

www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011 www.pwc.com Measuring the effectiveness of online advertising ACA webinar April 15, 2011 Agenda 1. Introductions 2. Background Online Advertising & Measuring Effectiveness 3. Market Context Rapidly Changing

More information

CHANGES IN THE PROFESSIONAL SERVICES MARKETING MIX: Traditional vs. Online Marketing

CHANGES IN THE PROFESSIONAL SERVICES MARKETING MIX: Traditional vs. Online Marketing CHANGES IN THE PROFESSIONAL SERVICES MARKETING MIX: Traditional vs. Online Marketing BY SYLVIA S. MONTGOMERY Over 20 years ago, Phillip Kotler, recognized by many as the father of marketing, warned that

More information

Better Sales Leads and Conversion Rates in a 360-Degree World

Better Sales Leads and Conversion Rates in a 360-Degree World Growth Services Selling Power: Better Sales Leads and Conversion Rates in a 360-Degree World Better Sales Leads and Conversion Rates in a 360-Degree World THE LEADERSHIP CHALLENGE: A WEALTH OF DATA Today,

More information

6 Tips for Reaching Boomers & Seniors with Digital Marketing

6 Tips for Reaching Boomers & Seniors with Digital Marketing 6 Tips for Reaching Boomers & Seniors with Digital Marketing Table of Contents 1 Reaching Boomers and Seniors with Digital Marketing 2 The Growing Boomer and Senior Demographic 3 Boomers and Seniors Are

More information

INTELLIGENT MOBILE MONETIZATION--POWERED BY BIG DATA

INTELLIGENT MOBILE MONETIZATION--POWERED BY BIG DATA INTELLIGENT MOBILE MONETIZATION--POWERED BY BIG DATA Using Predictive Learning to Reach the Right Customers with the Right Mobile App Cohort analysis a Big Data-powered approach for making every ad impression

More information

Best Practices of Mobile Marketing

Best Practices of Mobile Marketing Best Practices of Mobile Marketing With the advent of iphone, Android phones, and tablets, adoption of the mobile is contagious, and will continue in the coming years as well. The market penetration of

More information

PROVEN INTERACTIVE TELEVISION REVENUES THROUGH INTERACTIVE ADVERTISING & DIRECT MARKETING

PROVEN INTERACTIVE TELEVISION REVENUES THROUGH INTERACTIVE ADVERTISING & DIRECT MARKETING PROVEN INTERACTIVE TELEVISION REVENUES THROUGH INTERACTIVE ADVERTISING & DIRECT MARKETING Jeffrey N. Brown OpenTV, Japan ABSTRACT As home to half the world s television households some 500 million the

More information

ECM 210 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local

ECM 210 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local Consumers Online: The Internet Audience and Consumer Behavior Around 75% (89 million) of U.S. households have Internet access in 2012 Intensity and scope of use both increasing Some demographic groups

More information

IS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009

IS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009 IS YOUR MARKETING INVESTMENT DELIVERING EXPECTED RETURNS? October 2009 Is your marketing investment delivering expected returns? Just ask Nielsen by Chang Park, Executive Director, Nielsen Analytic Consulting,

More information

For example: Standard Banners: Images displayed alongside, above or below content on a webpage.

For example: Standard Banners: Images displayed alongside, above or below content on a webpage. What is display advertising? The term display advertising refers to banner ads displayed on web pages. Over time, banner ads evolved from very simple basic text to include more engaging content and format

More information

The Mobile Marketer s Complete Guide to User Acquisition

The Mobile Marketer s Complete Guide to User Acquisition The Mobile Marketer s Complete Guide to User Acquisition Appia Footer 320 Blackwell Street Durham, NC 27701 1.866.254.2483 user acquisition overview and best practices 2 Introduction User acquisition is

More information

HOW TO PROMOTE YOUR SMALL BUSINESS ONLINE

HOW TO PROMOTE YOUR SMALL BUSINESS ONLINE Table of Contents 1. Introduction 2. Your communication channels 3. Email 4. Social media 5. Mobile 6. How econnect can help 7. Setting up your own email campaigns 8. Incorporating social media HOW TO

More information

Measuring your Social Media Efforts

Measuring your Social Media Efforts Measuring your Social Media Efforts Measuring your Social Media Efforts Author PR & Social Media Consultant, Sarah Michelle Willis (MCIPR), is a passionate senior strategic PR & Communications professional

More information

Stop waiting for the year of mobile advertising. The new buying model will change the rules of the whole digital advertising game.

Stop waiting for the year of mobile advertising. The new buying model will change the rules of the whole digital advertising game. Stop waiting for the year of mobile advertising. The new buying model will change the rules of the whole digital advertising game. Orange Advertising Network global insights international network reach

More information

The changing face of technology buyers

The changing face of technology buyers The changing face of technology buyers As executives beyond IT buy more technology and influence IT s purchasing decisions, technology companies need to learn how to sell to these new buyers. By Mark Brinda

More information

Postgraduate Diploma in Digital Marketing. Awarded by University of California Irvine Extension

Postgraduate Diploma in Digital Marketing. Awarded by University of California Irvine Extension Postgraduate Diploma in Digital Marketing Awarded by University of California Irvine Extension 2 Accelerate your Career Improve Your Career Options with a Professional Postgraduate Diploma University of

More information

SOCIAL MEDIA ADVERTISING STRATEGIES THAT WORK

SOCIAL MEDIA ADVERTISING STRATEGIES THAT WORK SOCIAL MEDIA ADVERTISING STRATEGIES THAT WORK ABSTRACT» Social media advertising is a new and fast growing part of digital advertising. In this White Paper I'll present social media advertising trends,

More information

mobil a The science of mobile advertising The science of mobile advertising www.mobilda.com

mobil a The science of mobile advertising The science of mobile advertising www.mobilda.com mobilda About Us was founded by Mars Technologies Ltd. with the primary goal of providing all around solutions when it comes to. powers advertisers, publishers and developers, offering advanced solutions

More information

Mobile marketing and advertising strategies in tourism and hospitality industry

Mobile marketing and advertising strategies in tourism and hospitality industry Mobile marketing and advertising strategies in tourism and hospitality industry Tomislav Car, MSc, Assistant Faculty of Tourism and Hospitality Management Opatija, University of Rijeka Mislav Šimunić,

More information

Programmatic Display The Essential Guide

Programmatic Display The Essential Guide 0 The Essential Guide 2015 Net Net Media Planet Ltd. Ltd. All All Rights Reserved. 1 Executive Summary Delivering the right advert to the right consumer at the right time is the key goal for advertisers.

More information

Media Definitions. MEDIA MIX: A combination of media used for a particular schedule / campaign

Media Definitions. MEDIA MIX: A combination of media used for a particular schedule / campaign AUDIENCE PROFILE: The characteristics of the people who make up an audience of an advertising medium in terms of age, sex, region, education, socio-economic group, occupation or any other demographic aspects.

More information

Ad Networks vs. Ad Exchanges: How They Stack Up

Ad Networks vs. Ad Exchanges: How They Stack Up Ad Networks vs. Ad Exchanges: How They Stack Up An OpenX whitepaper July 2010 Web publishers have always had a wide choice of different ad networks to partner with to generate ad revenue. Recently, ad

More information

your success is our business

your success is our business your success is our business the missing piece of the puzzle pointing you in the right direction Advertising your product or service effectively is a difficult thing in today s diverse market. It s hard

More information

The advent of digital technologies has changed practically every aspect of business operations. From how employees communicate with one another, to

The advent of digital technologies has changed practically every aspect of business operations. From how employees communicate with one another, to The advent of digital technologies has changed practically every aspect of business operations. From how employees communicate with one another, to how you connect with your buyers and customers, an online

More information

Computational advertising

Computational advertising Computational advertising Kira Radinsky Slides based on material from: Ronny Lempel Placement in Search Engines With the increased economic impact of the Web, it is crucial for businesses to have high

More information

Advertising on the Internet

Advertising on the Internet A Briefing by IAB Europe Advertising on the Internet A quick download for policy makers contents Page What is advertising on the Internet? What is advertising on the Internet? Page 2 Page 3 Page 3 Page

More information

Trends in online advertising and content Strategies for online newspapers Executive coaching: Digital Training Academy

Trends in online advertising and content Strategies for online newspapers Executive coaching: Digital Training Academy Building stronger digital teams Trends in online advertising and content Strategies for online newspapers Executive coaching: Digital Training Academy Danny Meadows-Klue Chief Executive Digital Training

More information

How Big Data is Transforming Marketing into a Strategic Function

How Big Data is Transforming Marketing into a Strategic Function How Big Data is Transforming Marketing into a Strategic Function The challenges are equal only to the opportunities. Savvy companies that capitalize on big data and change the way they sell can earn more

More information

Proof that online ad engagement drives better brand results

Proof that online ad engagement drives better brand results Proof that online ad engagement drives better brand results Dwell on Branding: proof that online ad engagement drives better brand results Microsoft Advertising has proven the importance of online advertising

More information

Blending traditional and digital marketing

Blending traditional and digital marketing Bulletin of the Transilvania University of Braşov Series V: Economic Sciences Vol. 9 (58) No. 1-2016 Blending traditional and digital marketing Raluca Dania TODOR 1 Abstract: It is a matter of fact that

More information

Digital Marketing Capabilities

Digital Marketing Capabilities Digital Marketing Capabilities Version : 1.0 Date : 17-Apr-2015 Company Framework Focus on ROI 2 Introduction SPACECOS is a leading IT services and marketing solutions provider. We provide the winning

More information

Boost Profits and. Customer Relationships with. Effective E-Mail Marketing

Boost Profits and. Customer Relationships with. Effective E-Mail Marketing Boost Profits and Customer Relationships with Abstract E-mail marketing is experiencing dramatic growth as marketers in virtually every industry begin to take advantage of this powerful technique that

More information

THE EFFECTIVENESS OF TELEVISION

THE EFFECTIVENESS OF TELEVISION THE EFFECTIVENESS OF TELEVISION Television is changing. TV is no longer just a box in everyone s living rooms, it is now something that can be watched anytime, anywhere, across a range of different screens.

More information

Paid Search: What Marketers Should Focus on in 2014

Paid Search: What Marketers Should Focus on in 2014 [Type text] Paid Search: What Marketers Should Focus on in 2014 NETBOOSTER.COM Sergio Borzillo, Head of PPC (UK) Paid Search: What Marketers The 4 main areas to focus on for your Paid Search strategy in

More information

DISPLAY ADVERTISING: WHAT YOU RE MISSING. Written by: Darryl Chenoweth, Digital Marketing Expert

DISPLAY ADVERTISING: WHAT YOU RE MISSING. Written by: Darryl Chenoweth, Digital Marketing Expert Display Advertising: What You re // 1 2 4.ch DISPLAY ADVERTISING: WHAT YOU RE MISSING Written by: Darryl Chenoweth, Digital Marketing Expert Display Advertising: What You re // 2 Table of Contents Introduction...

More information

Online Media Kit 2014-FCC_OnlineMediaKit 12/4/2014 8:56 AM Page 1 nline Odvertising A

Online Media Kit 2014-FCC_OnlineMediaKit 12/4/2014 8:56 AM Page 1 nline Odvertising A Online Advertising The Network Forum Communications Company online advertising network includes 46 websites across Minnesota, Wisconsin, North Dakota, and South Dakota. Our entire network reaches 2+ Million

More information

THE EVOLUTION OF TV. Reaching Audiences Across Screens

THE EVOLUTION OF TV. Reaching Audiences Across Screens 2 THE EVOLUTION OF TV Reaching Audiences Across Screens Part one of our Evolution of TV series, 7 Dynamics Transforming TV, introduced the increasing shift of TV to delivery over the internet. Here we

More information

The Impact of Online Marketing in Automotive Retailing. Earl J. Hesterberg, President and CEO

The Impact of Online Marketing in Automotive Retailing. Earl J. Hesterberg, President and CEO The Impact of Online Marketing in Automotive Retailing Earl J. Hesterberg, President and CEO 1 Industry New Vehicle Sales Industry new vehicle sales 2 About Group 1 Automotive A Fortune 500 automotive

More information

A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads. Defining Directions: The 7th Annual Intercompany LTCi Conference

A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads. Defining Directions: The 7th Annual Intercompany LTCi Conference A Current Look At Direct Mail and Advertising To Generate Local LTCi Leads Defining Directions: The 7th Annual Intercompany LTCi Conference Direct Mail and Advertising To Generate Local LTCi Leads Presenters

More information

Generate More Sales & Maximize Your ROI!

Generate More Sales & Maximize Your ROI! Generate More Sales & Maximize Your ROI! AUTOMOTIVE MARKETING ebook 1 Generate More Sales & Maximize Your ROI! BY DREW PALMER FIND ME ON TWITTER @PALMERADAGENCY FIND ME ON LINKEDIN Drew Palmer has been

More information

India Understanding the scale of change of online audiences and digital media in India

India Understanding the scale of change of online audiences and digital media in India Image placeholder Digital Market Overview India Understanding the scale of change of online audiences and digital media in India The massive Indian market is changing fast. Internet access is mainstreaming

More information

Take Online Lead Generation to the Next Level

Take Online Lead Generation to the Next Level Take Online Lead Generation to the Next Level 5 Ways to Capture New Market Niches By: Deven Pravin Shah WSI Internet Marketing Consultant Overview Many business owners ask the same questions about capturing

More information

Professional Diploma. in Digital Marketing. www.digitalmarketinginstitute.ie

Professional Diploma. in Digital Marketing. www.digitalmarketinginstitute.ie 2013 Professional Diploma in Digital Marketing www.digitalmarketinginstitute.ie Contents 2013 Professional Diploma in Digital Marketing 1. Introduction 2. Who is This Course For? 3. What Will You Learn?

More information

The Greatest Strategy. For Social Media Marketing

The Greatest Strategy. For Social Media Marketing The Greatest Strategy For Social Media Marketing Table of Contents The Greatest Strategy for Social Media Marketing 03 Introduction: Why Social Media Marketing? 07 Part 1: Attracting Target Audience 12

More information

THE GREAT IGNORED 43% 182 million. The premium path to purchase. Understanding the premium mindset. What this means for advertisers

THE GREAT IGNORED 43% 182 million. The premium path to purchase. Understanding the premium mindset. What this means for advertisers 43% Is your marketing strategy ignoring of online consumers buy...and 33% half premium products... 182 million use the internet to research of them?...or people... THE GREAT IGNORED how demographic targeting

More information

The evolution of the Internet & the importance of measurement

The evolution of the Internet & the importance of measurement The evolution of the Internet & the importance of measurement The speed of change Internet usage and penetration across EMEA 2 The speed of change Broadband quality for almost everyone Source: ISPA, private

More information

Alcatel-Lucent 8920 Service Quality Manager for IPTV Business Intelligence

Alcatel-Lucent 8920 Service Quality Manager for IPTV Business Intelligence Alcatel-Lucent 8920 Service Quality Manager for IPTV Business Intelligence IPTV service intelligence solution for marketing, programming, internal ad sales and external partners The solution is based on

More information

Accountability. Service. Respect. The Customer-Centric World Means The End for Traditional Advertising and Marketing

Accountability. Service. Respect. The Customer-Centric World Means The End for Traditional Advertising and Marketing Service Respect Accountability The Customer-Centric World Means The End for Traditional Advertising and Marketing Andy Cutler, Equifax Marketing Services July 2008 Equifax is a registered trademark of

More information

The cross-channel insight imperative

The cross-channel insight imperative The cross-channel insight imperative Why today s hyper-connected consumer means having a crosschannel consumer classification is more important than ever. An Experian Marketing Services white paper A changing

More information

E- MARKETING. Prof. Virendra Prajapati Associate Professor Ramanand Arya D.A.V College

E- MARKETING. Prof. Virendra Prajapati Associate Professor Ramanand Arya D.A.V College Tactful Management Research Journal ISSN: 2319-7943 Impact Factor : 2.1632(UIF) E- MARKETING Prof. Virendra Prajapati Associate Professor Ramanand Arya D.A.V College Abstract: E-Online marketing is no

More information

Impact of Social Media Marketing on SME Business Author:

Impact of Social Media Marketing on SME Business Author: Impact of Social Media Marketing on SME Business Author: Rahul Jain, Director Digital Marketing & Chief Strategist, InnoServ Digital, InnoServ Solutions Pvt. Ltd. ABSTRACT With the growth of Internet and

More information

Can people find your business online easily?

Can people find your business online easily? Can people find your business online easily? Is your company competitively positioned to reach more than a billion people who have access to the Internet? Do you have the tools and resources to position

More information

MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN

MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN MARKETING 360: DEVELOPING AN INTEGRATED MARKETING PLAN How a multimedia platform can drive the success of your business If you ve ever heard a good piano player, you know that a solo act can create beautiful

More information

Adobe Digital Publishing Suite, Analytics Service

Adobe Digital Publishing Suite, Analytics Service Adobe Digital Publishing Suite, Analytics Service Analyze and optimize content for greater business impact Table of contents 1: Business benefits 2: Key features 2: Standard baseline analytics reporting

More information

So what is this session all about?

So what is this session all about? 1 So what is this session all about? In this session we will be looking to understand the key aspects of the digital marketing mix with specific emphasis on digital communications techniques. This session

More information

The Sales Lead System

The Sales Lead System The Sales Lead System Contents Intro... 3 Network Marketing Ad Basics... 3 Blogging... 4 Article Marketing... 4 Video Marketing... 5 E-mail Marketing... 6 Pay Per Click... 7 Banner Ads... 8 Social Marketing...

More information

Your digital campaign fell flat. Now what?

Your digital campaign fell flat. Now what? Your digital campaign fell flat. Now what? Reaching the desired audience is always a bit of a challenge, particularly in an ever-changing media landscape. How can you improve your digital performance without

More information

Developing a mobile strategy. How to make the most of new online opportunities

Developing a mobile strategy. How to make the most of new online opportunities Developing a mobile strategy How to make the most of new online opportunities Contents 3 Executive summary 4 The mobile opportunity 5 A strategic approach 7 Mobile transactions 9 Key takeouts 10 About

More information

Trust in Advertising and Brand Messages

Trust in Advertising and Brand Messages Nielsen Featured Insights Delivering consumer clarity April 2012 www.nielsen.com Trust in Advertising and Brand Messages Irish Consumer Trust in Earned Media Sources most credible Editorial content still

More information

Data segmentation for email marketing

Data segmentation for email marketing Data segmentation for email Prepared by: Paul Herbert June 2012 email According to the Direct Marketing Association, seven out of ten companies are expecting more budget to flow into email over the next

More information

Data Driven Marketing

Data Driven Marketing Data Driven Marketing B2B MARKETING AUTOMATION BENCHMARKS FIND. NURTURE. CONVERT. The most challenging obstacles to B2B Marketing Automation success and how marketers will overcome them in the year ahead.

More information

HOW TO MAKE PAID SEARCH PAY OFF

HOW TO MAKE PAID SEARCH PAY OFF HOW TO MAKE PAID SEARCH PAY OFF PAY PER CLICK MARKETING STRATEGY Paid search marketing is one of the most effective marketing tools ever developed because of how targeted and flexible it can be. Google,

More information

Paid, Earned and Owned Media

Paid, Earned and Owned Media Paid, Earned and Owned Media 3 Types of Branded Media in a Smart Marketing Mix: Paid, Owned And Earned Mixing Paid, Owned, and Earned Media to Grow Your Business Combining paid media, owned media, and

More information

FutureFlowMedia. A New Weapon to Help Your Clients Reach Precisely-Target Audiences Hyper-Targeted Email Advertising

FutureFlowMedia. A New Weapon to Help Your Clients Reach Precisely-Target Audiences Hyper-Targeted Email Advertising FutureFlowMedia A New Weapon to Help Your Clients Reach Precisely-Target Audiences Hyper-Targeted Email Advertising Under Pressure to Get Your Client s Message In Front of More of the Right People? As

More information

Chapter One Integrated Marketing Communications

Chapter One Integrated Marketing Communications 1 Chapter One Integrated Marketing Communications 1-1 1 Virgin Atlantic Still Red Hot 25 th Anniversary campaign Bold, distinctive imagery Global campaign Integrated across many platforms and channels

More information

Top 6 Strategies to Build Your Marketing Communication Plan

Top 6 Strategies to Build Your Marketing Communication Plan Top 6 Strategies to Build Your Marketing Communication Plan Introduction With the plethora of new marketing tools available it can be difficult to know whereto begin. Do you start with a company Facebook

More information

Advertising media - A

Advertising media - A Advertising media - A There is a large variety of media available to advertisers, and therefore advertisers must choose the medium/media which best deliver their message to potential customers in the most

More information

Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel.

Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel. 1 Understand how PPC can help you achieve your marketing objectives at every stage of the sales funnel. 2 WHO IS THIS GUIDE FOR? This guide is written for marketers who want to get more from their digital

More information

Enhancing Business Development with Marketing Automation A BUSINESS GROWTH GUIDE BY GORILLA 76

Enhancing Business Development with Marketing Automation A BUSINESS GROWTH GUIDE BY GORILLA 76 Enhancing Business Development with Marketing Automation A BUSINESS GROWTH GUIDE BY GORILLA 76 The future of marketing has arrived. Rather than big media budgets and guessing games, it s rooted in smart

More information

3 KEYS To Successful Online LEAD GENERATION For Local Businesses

3 KEYS To Successful Online LEAD GENERATION For Local Businesses 3 KEYS To Successful Online LEAD GENERATION For Local Businesses Increasing your business visibility, attracting new customer and increasing growth through the targeted use of online display ads. Advertising

More information

The evolution of Social CRM

The evolution of Social CRM In a series of articles Cognizant s Customer Solutions Consulting Practice explores how organizations can use innovation and integration to engage with the new breed of technology fuelled customers of

More information

The Future of Display Advertising

The Future of Display Advertising The Future of Display Advertising Renee Cook Media Analyst marketing + technology 701.235.5525 888.9.sundog fax: 701.235.8941 2000 44th st s floor 6 fargo, nd 58103 www.sundog.net Love them or hate them,

More information

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing

What this topic is about. The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,

More information

Social Media's Growing Influence Among High Net Worth Investors

Social Media's Growing Influence Among High Net Worth Investors Social Media's Growing Influence Among High Net Worth Investors Using social media to reach affluent investors and strengthen your brand May 2012 Chris Savio, Cogent Research Jake Raroque, Executive Summary

More information

Marketing as a Service (MaaS)

Marketing as a Service (MaaS) Accelerating Your Success Marketing as a Service (MaaS) Marketing assistance for partners SERVICES Marketing as a Service (MaaS) Marketing assistance for partners As a fundamental business process, marketing

More information

2011 Private Equity Forum

2011 Private Equity Forum Marketing Services M&A Update presented by Tolman Geffs and Scott Peters, Co-Presidents The Jordan, Edmiston Group, Inc. September 22, 2011 Media and Marketing M&A M&A volume and value steady in 2011 After

More information

INBOUND MARKETING. should do online. Put up a website? Google Adwords? Facebook Ads? Both? Something else?

INBOUND MARKETING. should do online. Put up a website? Google Adwords? Facebook Ads? Both? Something else? 1 INBOUND MARKETING Digitally marketing a product or service can get complicated. Before digital came along things seemed easier. Consider a farmer s market: a farmer has a product and displays it on a

More information

4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders

4.5% 2014 Digital Marketing Optimization Survey results > 4.5% Top lessons learned from the leaders 2014 Digital Marketing Optimization Survey results Top lessons learned from the leaders Table of contents 1: Introduction 2: Five lessons from the top 20% #1: They test to make decisions 3: #2: They put

More information

Digital TV switchover: Social media

Digital TV switchover: Social media Digital TV switchover: Social media By Matt Heselden, Social media lead Summary With the growth in popularity of social media, we recognised that increasing numbers of consumers and opinion formers would

More information

Customer Experience Management

Customer Experience Management Customer Experience Management Best Practices for Voice of the Customer (VoC) Programmes Jörg Höhner Senior Vice President Global Head of Automotive SPA Future Thinking The Evolution of Customer Satisfaction

More information

Undersatnding Development and Current Issues Related to Internet Marketing Communication with Respect to Local Business in India

Undersatnding Development and Current Issues Related to Internet Marketing Communication with Respect to Local Business in India Global Journal of Management and Business Studies. ISSN 2248-9878 Volume 3, Number 8 (2013), pp. 911-916 Research India Publications http://www.ripublication.com/gjmbs.htm Undersatnding Development and

More information

Pay-Per-Click Search Engine

Pay-Per-Click Search Engine Pay-Per-Click Search Engine 800.577.1165 7Search.com 1 Table of Contents Page 3... Synopsis: 2nd-Tier Offers Greater ROI Pages 3-4...... The Internet as an Advertising Medium Pages 4-5..... PPC Advertising

More information