MARKETING TRENDS FOR THE FUTURE

1. INSTORE MARKETING
 (a) Provide offers for customers, when they are in store.
 (b) According to research 80% of customers are using their smartphones in storm.
 (c) 70% are willing to recieve location based mobile adverts.

We can use ibeacons and send them notification about special  offers and new products.

If e commerce data is available then we can use that data to give customized advertisements to different customers.

2.VIDEO
 (a) By 2017 video will account for approximately 69% of all customer internet traffic.
 (b) Many researchers show that audience view brands more positively after watching the videos

Therefore many of the companies are investing in making videos about their products.

Types of Videos
1. LIVE VIDEOS
2. RECORDED VIDEOS
3. MIX OF LIVE AND RECORDED VIDEOS
4. WEBINARS
5. LIVE STREAMING PLATFORM

3. PROGRAMMATIC ADVERTISING
Content tailored towards the mobile experience that is quick, easy and relevant to the moble audience to read. Programmatic advertising growing faster than content for audience based advertising.
Its growing faster than content for audience based advertising.

4. PERSONALISATION
Its important that even with email campaigns doing more than just adding in person name, company name. But even more dynamic ads with in ad words campaign itself we need to also be using as a smart CRM tool to be able to send communications to the right audiences at the right time with the right content.

Personalizing content not just to the device they are using but also to the stage they are at our product journey.

5. NATIVE CONTENT
 Native content is a type of disguised advertising usually online, that matches the form and function of the platform upon which it appears.Growing massively, it is worth 4.7 billion dollars in 2013 and is estimated to be around 17.5billion dollars in 2017.

REASONS FOR SUCH GROWTH
Challenges faced by traditional online advertise in terms of view ability, measurability and  the rise of ad blocking constantly.

These are the future trends in digital advertising.




 
  

Mobile Advertising in Digital Marketing

In a world that is growing more dependent on smart phones every day, it is essential that we adjust our approach to digital marketing accordingly. Recent studies show that around 51% of the US population use mobile devices, while only about 42% still actively use desktops. There are now billions of users on mobile, whereas desktop users are measured in hundreds of millions.

Chasing Behavior

These days, for the first time in history, mobile usage surpassed desktop and marketers would be wise to capitalize on this global platform shift. You shouldn’t expect to see conversions if you fail to target users where they are—on their mobile devices. Companies allocating the majority of their advertising budgets towards desktop are likely losing revenue to their more progressive competitors.

Right now, analysts still see a significant discrepancy between mobile advertising expenditure and mobile usage. This gap is expected to decrease within the next few years. As advertisers alter spending behavior to mirror that of consumer behavior, mobile ad revenue will steadily increase over the next few years.  

The Mobile Platform

Given these trends in the mobile market, it has become essential for digital advertisers to tap into the key mobile platforms of search, social media, display, and video.

Mobile search and social media have historically driven the greatest percentage of US mobile ad revenue and should continue to do so in the next few years, with mobile display and video ad revenue lagging not too far behind at compound annual growth rates of 96% and 73% from 2013 to 2018. Noteworthy is the fact that programmatic ads still account for less than half of mobile display revenue due to the cookie-based targeting limitations on mobile devices. Within mobile browsers, JavaScript tags—and thus the advertisements they trigger—can be effectually blocked. However, mobile users spend the majority of their time “in-app,” where JavaScript doesn’t exist. Therefore, mobile ads tend to have better performance and reach when served in-app rather than on mobile browsers.

Popular Ad Platforms Are Going Mobile

Here are some popular digital advertising platforms that have recently turned much of their focus to mobile advertising:

• Google AdWords: Google AdWords runs a native mobile device app that, like other native apps, is completely immune to the marketer’s bane — ad blockers. In early 2016, Google began leveraging DoubleClick in a new wave of native web ads. In addition, Google has added another platform, AdMob, which features revenue-per-click advertising.

• Bing Advertising: According to Bing, mobile searches account for a third of all Bing Network queries. Likewise, nearly half of its ad clicks now come from smartphones.

• Facebook Ads: According to Statista, mobile advertising has accounted for more than 90 percent of Facebook’s revenue growth since 2012. Today, mobile generates 74 percent of Facebook’s annual revenues.

• Instagram Ads: Instagram runs a native mobile device app that’s completely unaffected by ad blockers. Plus, the Instagram community has now grown to more than 400 million users, making it a marketer’s prospective paradise.

Digital marketing with creative Bill Boards

Digital Bill boards are an amazing way to integrate social media, countdowns, live updates, conditional content like weather, temperature, and news with traditional hoardings. They use mega size LCD/LED panels to give a virtual treat to their viewers.

The features of these bill boards are:

1. Flexible - Engage and develop a dialogue with consumers through unlimited creative executions, using a variety of digital outdoor signs.
2. Time sensitive - Digital enables instantaneous creative updates and the ability to respond in real-time to current events and market conditions.
3. Targeted - Impact specific geographic and demographic audiences close to the point of sale.
4. Efficient - Optimize ad spend and work synergistically with other media to enhance ROI.

Some of the digital marketing ads that we loved are included in this blog. Hope you'll like them too. Have a look !

Example 1: British Airways (Teaser)

(Full video)

Example 2: Audi BMW Bill board war

Example 3: Miele S8 Vaccum Cleaner 

Hope you enjoyed! 

Happy Reading!
- by Gaurav Mandan

Australia Post..... Connect closely

Australia Post- Live the words written

Australia Postal services has started a new revolution in the field of Postal services by bringing a way to connect to people in a closer way. Email may have decimated snail mail, but for posts and couriers packages aren't as easy to send as bits and bytes. Australia posts brings a new way to gift your loved ones not only a parcel but along with it a video message which makes them happier and gives them a sense of involvement.

When packaging up a gift for friends and family, the sender sticks the Video Stamp, which takes the form of a QR code, to their parcel and scans it with a special smartphone app. They are then prompted to record a personalized video message of up to 15 seconds, which the gift recipient can view on their smartphone by again scanning the stamp when the parcel arrives in the post.

Recipients can use any QR code reader app to view the video message for up to 90 days after the time of recording or, if they don't have a smartphone or tablet, they can log into a web page with the details sent with the stamp. They can also share the message on Facebook, Twitter and Google+ or send it in an email.

Writing mails or sending Facebook messages are a medium to connect but the joy that one gets when he/she receives a letter from someone close is unmatched. And with this level of customization Australian postal services has attracted the attention of all its customers to immerse themselves again into an era where people would take out time and write their emotion out on a piece of paper.

The following video shows how the Australia post is trying to bring out a new revolutionized way of sending live messages.

https://www.youtube.com/watch?v=Caeh8QsIgno

Personalized Postal stamps

Not only this but the postal services also has an option of sending personalized posts.

 You just need to click a photo upload it to their website and then order the number of postal sheets you want. the more number of sheets you order the more you save. and after paying the minimal charges you will receive personalized stamps within a week. These stamps can be used for domestic as well as international posts.

These all revolutions brought by them has led to a drastic increase in the customer base. According to me the main reason for this is that although people have started using app based platforms to connect to others but people feel more happy to write their emotions down. It also makes the reader more happy. 

Other countries which are a seeing a fall in the usage of postal services have started thinking on the lines of adopting these methods. Seeing the excitement of people towards this it it pretty hopeful that this service is going to be a huge success across the globe.

The following video shows that Australia Post delivers their world class service across the world

https://www.youtube.com/watch?v=D0JM1_m7A7o

Evolution of Digital Marketing

In a world where over a 170 million people use social media on a regular basis, every working professional is expected to be familiar with at least the core tenets of Digital Marketing.


The term Digital Marketing was first used in the 1990s. The digital age took off with the coming of the internet and the development of the Web 1.0 platform. The Web 1.0 platform allowed users to find the information they wanted, but did not allow them to share this information over the web.

In 1993, the first clickable banner went live, after which HotWired purchased a few banner ads for their advertising. This marked the beginning of the transition to the digital era of marketing. Because of this gradual shift, the year 1994 saw new technologies enter the digital marketplace. The very same year, Yahoo was launched.

Also known as "Jerry's Guide to the World Wide Web" after its founder Jerry Yang, Yahoo received close to 1 million hits within the first year. This prompted wholesale changes in the digital marketing space, with companies optimizing their website to pull in higher search engine rankings.

1998 saw the birth of Google. Microsoft launched the MSN search engine and Yahoo brought to the market Yahoo web search. Two years later, the internet bubble burst and all the smaller search engines were either left behind or wiped out leaving more space for the giants in the business. The digital marketing world saw its first steep surge in 2006, when search engine traffic was reported to have grown to about 6.4 billion in a single month.

Sensing an opportunity, Google began to expand, introducing such products as AdWords, which are 3 line ads that show up at the top or to the right of search engine results, and AdSense -which is a cost-per-click advertising scheme. In time, Google realized the value of analyzing the content they received and then target ads based on the interests of the users, and thus became a major player in the world of business.

Then came Web 2.0, where people became more active participants rather than remain passive users. Web 2.0 allowed users to interact with other users and businesses. Labels like ‘super information highway’ began to be applied to the internet. As a result, information flow volumes –including channels utilized by digital marketers- increased manifold, and by 2004, internet advertising and marketing in the US alone brought in around $2.9 billion.

Products marketed digitally are now available to customers at all times. Statistics collected  for 2014 show that posting on social media is the top online activity in the US. The average American spends 37 minutes a day on social media. 99% of digital marketers use Facebook to market, 97% use Twitter, 70% use Google+, 69% use Pinterest and 59% use Instagram. 70% of B2C marketers have acquired customers through Facebook. 67% of Twitter users are far more likely to buy from brands that they follow on Twitter. 83.8% of luxury brands have a presence on Pinterest. The top three social networking sites used by marketers are LinkedIn, Twitter, and Facebook.

The digital market is in a constant state of flux. A digital marketing professional must find ways to keep up with this change. They need to be able to keep an eye out for emerging trends and the development of newer and smarter Search Engine Algorithms. After all, nobody can afford to get left behind in this race.

Top 2 Trends in digital Marketing

                     

  Digital Marketing : Top 2 Latest Trends

Digital Marketing refers to the marketing of products or services through digital technologies including the internet, mobile phones or display advertising. With the growth of internet penetration the country, it has become a viable  medium to reach out and interact with the end customers. 

Top 2 of the latest trends that are being looked upon as the game changers in digital marketing are:

1. Content Marketing

The idea behind content marketing is to create and deliver valuable content in order to change the behavior of the target customer. Companies try to come up with witty and intelligent content for their social media posts in order to engage customers and capture their interests. This content can be in the form of excellent photograpghs of the product posted on social media or other marketing channels as done by Rolex or videos which send out social messages by subtly hinting at the usage of the intended product.

Zomato

They usually share interesting pictures on social media which are intended at waking up the foodie inside the observers which in turn helps them in increasing the usage of their platform. Their do not post on a daily basis but make sure that whenever they do post, they come up with something interesting and creative.

                    Zomato's Facebook Post from Janmashtami

2. Big Data Analytics

In current scenario it is important for companies to measure everything they do and keep a track of everything that they have done in the past. Analytics offers techniques which enable companies to make sense out of huge chunks of data that is produced every day. Marketing Analytics tools help in analyzing the responses received from the consumers and can then determine what the consumers liked or disliked. This information can then be used to improve existing campaigns.

One of the most nascent yet most powerful marketing analytics tool is predictive modelling. It take in conventional data maintained by the marketers, performs crunching on it to reveal data patterns which can assist in predicting future buying behavior of the consumers.

Amazon was one of the early adopters of analytics for marketing. Remember their “Customers who bought this also bought” section. It was an excellent way of marketing their products to the consumers who were browsing through their online product catalogue. Today, these recommendations are made by analyzing users past buying behavior, items on their wish list etc. Therefore, the results generated are far more accurate and have high probability of conversion into sales. 

Amazon's Page depicting personalized Recommendations