Archive for January, 2017
Having a strong digital ad budget helps marketers reach their target audience easier. This type of advertising has been proven to work. So, businesses increasing how much they spend on this platform will only work in their favor.
There’s no denying the effect of digital advertising. Businesses love it because they’re able to speak more directly with the customer. It also has a higher return on investment on average. But each country handles digital advertising their own way. A difference in culture has a lot to do with this. As well as economic means.
Below is a roundup of the countries with the biggest digital ad budget. Factors such as population, total spending, and percentage of the overall budget are taken into account. This should give you a better perspective on how businesses around the world are thinking.
Countries With the Biggest Digital Ad Budget
- The UK – Half of all the UK’s ad spend is in the digital market. That number is predicted to in the upcoming years. By 2019, experts predict it will be up to 57.8%. Per internet user, the UK spends $198. And in total, they spend $11.8 billion, which tops the rest of Europe by a mile.
- The US – In terms of overall advertising, America is undoubtedly the leader. Their advertising spending per person is at $567. And overall, that spending number is over $180 trillion. But the US is not as committed to digital advertising as other countries. More money is dedicated to TV than any other branch. Despite that, the amount of money spent on digital advertising is $68.82 billion.
- China – Unlike America’s strong ad budget for TV, China’s has dwindled these past few years. In 2014, China was spent a little over $20 billion on both digital and TV. Now, China’s digital advertising is at $50 billion. And TV has shrunk to $18 billion. This trend is expected to continue. By 2020, China’s digital ad budget might account for roughly 68% of their overall ad budget.
Several other countries have a smart digital advertising strategy. Norway, for instance, has a very high per-person digital ad budget. But these are the powerhouses. No other countries really come close to these three when every factor is considered.
|No comments||This entry was posted by EIC Social Media Team on January 25, 2017 at 11:00 am, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Film promotion is a lucrative business. Big movie studios pay billions of dollars a year just to get people to pay $15 to see their movie. It’s confusing, it’s random, and it’s spread across a wide variety of platforms.
This can overwhelm both marketers and their desired audience. But when done right, it could help a movie become a box office hit. That’s the reason film promotion has reached all these platforms in the first place. Each customer gets wowed in different ways. And when one platform works, it really works. Who hasn’t been persuaded into seeing a movie by a particularly clever billboard or trailer?
The Difficulties of Movie Marketing
Be warned; this is not a science. You can run a by-the-books ad campaign filled with compelling ads and big stars who are engaging on all the big late night shows. The movie might still wind up being a flop. Hey, that’s why they call it Show Business and not Show Science. That’s how the saying goes, right?
This post isn’t intended to break any spirits out there. If anything, it’s meant to show any down-on-their-luck movie marketers out there that it’s okay. Failure happens in this business all the time.
Atypical Tips for Film Promotion
2+2 does not always equal 4 in this industry. Because of this, new ideas shouldn’t be shunned. Customers crave experience more than anything nowadays. And sometimes, they want more from a movie than just experiencing the movie itself.
That’s when you can expand the movie to other online entertainment platforms. Make a fun video game app if the movie’s action-packed enough. Or maybe go above and beyond with social media marketing. Give one of the lead characters a Twitter page that conveys their tone. The Twitter page helps because unlike a trailer, it shows people what to expect from the movie without giving any information away.
Like with any type of marketing, saturation has to be accounted for. So, the cross-platforms need to feel organic. Getting engaged with your target audience benefits the movie, though. They like feeling as though they’re part of a product’s success now. Giving a movie an identity that goes beyond the screen gives yours a leg up on the competition.
|No comments||This entry was posted by EIC Social Media Team on January 18, 2017 at 11:00 am, and is filed under Branding. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
To stand out among the cluttered crowd, any marketer could stand to take a few content marketing tips. It’s a no-brainer. Because if you’re a marketer, you already know the benefits of content marketing. It improves brand awareness, creates loyalty with customers, and it generates traffic in a cinch.
Marketers have seen how successful content marketing can be for their business. So now everybody’s doing it. As they should be. It’s a smart strategy that has proven to pay off.
But the industry is currently facing saturation and fatigue issues. Research shows that 70% of B2B marketers are creating more content than they were the year before. And 54% of them are having problems producing content that engages the reader.
Nobody wants to have a customer base frustrated by a glut of content. It’s even worse if they’re mad at the content not being good enough. So how do you avoid these issues? Here are a few content marketing tips that can help.
Content Marketing Tips
- Don’t Forget Who Your Audience Is – Depending on the situation, this could apply to a wide variety of different issues. Maybe the content has gotten too filled with insider jargon and you need to simplify it a bit. Or perhaps you haven’t reached out to your customers to see what questions they might have about the product. That’s a problem. Because not only are you keeping them uninformed, you’re also missing out on content that could potentially generate a lot of traffic.
- Repurpose Your Content – Remember that awesome article you wrote a few years back that got a lot of hits? Why not go back to it in a different way? Take the information from there and turn it into a graph. Quote the content on social media and then provide a link to it. You could even it in order to connect with a completely new audience.
- Use Social Media as a Gateway – Using social media to reach out to your customers directly is great for leading them to your content. But you have to know how to use each platform. Are you using relevant hashtags on Instagram? That improves outreach. What about Twitter, do put images in your tweets? Because tweets with images receive more clicks and ‘Likes’ than those without. Getting people to stop on these platforms for a second increases visibility and makes engagement all the more possible.
|No comments||This entry was posted by EIC Social Media Team on January 11, 2017 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
There are a lot of brands that exist in the travel industry. And a wide range of different niches has been created throughout. Online travel agencies and aggregators make booking a flight as easy as possible. Bloggers share their experiences that inspire their readers to explore like they do. And the airlines themselves make sure all of this is possible by getting their customers from point A to point B.
Overall, the travel industry is booming. According to Smart Insights, Sales have seen a 6% increase this year. But a big blind spot among within this industry seems to be how they approach digital marketing.
The Travel Industry Fails at Creating Brand Loyalty
For an industry that’s mastered e-commerce in such a profound way, the flaws of their digital marketing are confusing. Customers use the product, but they aren’t engaged and consequently have no brand loyalty. Additionally, the programs that reward customer loyalty have been in decline since 2012. The lack of brand loyalty even effects the most high-end airlines. Think With Google recently found that only 14% of leisure travelers book the airline that came to mind when they started their research.
A smarter digital marketing approach would improve brand loyalty. Companies that have a blogging presence see greater success. It’s a boon for generating site traffic. If more travel companies embrace blogging as a legitimate platform, they would see their loyalty rise.
What the Travel Industry Gets Wrong With Email Marketing
A recent study conducted by the IBM Marketing Cloud ranked different industries based on their email marketing. Of the 18 industries, travel was ranked 12th overall. Their unique open rate is only at 22.7%. IBM points to a high frequency of sending emails for this low percentage. Too many travel companies send multiple emails per day. This requires time to open and can be annoying for customers. Implementing a less invasive strategy would better keep a customer’s attention.
While the travel industry continues to grow, a savvier marketing plan needs to be put in place. Without one, the conundrum of increased sales growth despite porous brand loyalty will worsen.
|No comments||This entry was posted by EIC Social Media Team on January 4, 2017 at 11:00 am, and is filed under Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|