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.|
Over the years, ad-blocking software has become the bane of all digital advertisers. This year, at least 72 million Americans have used ad blockers. The software has resulted in a $20 billion loss for the ad industry. So, what is the solution to this epidemic? You have to find a way to reach the people who are blocking your ads.
The People Using Ad-Blocking Software
The first thing you have to understand is why people use ad-blocking software in the first place. In the digital age, people are bombarded with advertisement. They appear on transportation, billboards, on our phones, mobile gaming apps, and many other places. It is almost impossible to avoid seeing an advertisement in your daily life. Using this software gives users that ability to have one place where ads do not interrupt them from browsing a website.
What Can You Do?
A lot of the responsibility falls on the media outlet. After all, if ads are being blocked on their website, they lose advertisers and make less money. So, both you and the media outlet should work together to find a solution. They want to get paid and you want more people to see your ads.
The best strategy you can implement is transparency. It goes a long way in advertising. A lot of users are smart, and will understand that advertisements are a website’s main source of revenue. Remind them that ads help a website stay operational. If they like content a website produces, then they might be more willing to remove the software.
It is also important to find a way to detect ad-blocking software. There are services that can detect how often ads are being blocked. You can implement better strategies by seeing what users like. From there, you can target users with better solutions.
Some users may pay for a chance to access more of your website and browse its content ad-free. Others may be more inclined to turn off their ad blocker if you give them a discount on the services you offer. Either way, learn from your users’ actions in order to avoid ad-blocking software.
|No comments||This entry was posted by EIC Social Media Team on October 12, 2016 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.|
In the marketing world, everything comes with a cost, and that includes your email subscribers. It’s easy to dismiss the costs of getting someone to opt-in to receive emails because the cost is usually already paid or covered by someone else.
At the same time, we always want to get a good return on the investments we make. If you don’t know what a subscriber costs you, and you don’t understand the lifetime value of that subscriber, then how do you know if your subscriber efforts are worth it?
How Are Your Email Subscribers Acquired?
There’s another important factor that goes into the equation to determine whether or not your email subscription efforts are panning out. You have to break email subscribers down into categories by how they were acquired. After all, you may find great success getting high-value subscribers on your website—even though there may be a higher cost involved—whereas asking someone for an email address when they make an in-store purchase really costs you very little, but it may also provide customers that are of little value, and who like to only shop in-store anyway.
Therefore, it is important to determine the value of subscribers from each point where you meet them and ask them to opt-in. Then you may determine to focus your efforts on methods that produce more valuable subscribers, even if those methods are slightly more costly. After all, what is 20% extra in costs for customers that have double the value?
Increasing Value Through Email Content
Then, of course, you need to make sure the emails themselves increase the value of the subscribers. Personalized content, emails with links to video content (which have a higher CTR and conversion rate), and properly timed and carefully crafted email campaigns, can all help to boost individual consumer value. If the quality of your email campaigns are not what they should be, then the value of your email subscribers are decreased, and it doesn’t matter how you found them.
In the end, marketing still as to be about creating value, finding where that profitability is, and focusing efforts on improving what is working.
|No comments||This entry was posted by EIC Social Media Team on September 14, 2016 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.|
If you are operating an e-commerce site, you know how competitive the industry is. One thing that is vital to every one of those sites is an on-site search feature. This allows customers to search for exactly what they want without having to browse. Some customers may even leave if they can’t quickly search for and find a product. Here are a few more reasons that the function of your on-site search is so important to e-commerce success.
E-Commerce Success Tip #1: Intent to Buy
Many people wander onto e-commerce sites simply to window shop. However, when a person uses an on-site search, it is a signal that he or she is ready to purchase a specific product. In fact, research points to 50% better conversion rates when a guest on an e-commerce site uses the search bar.
E-Commerce Success Tip #2: People Like Simplicity
The fact is that if it is too tough to find the right product on your site, a consumer has plenty of other easy shopping solutions available. Because of this, you need to be sure that your search is accurate and provides enough options for the consumer to find what he or she wants the first time. Of course, you can’t make the search so complicated no one wants to use it in the first place. Thus a balance must be found.
E-Commerce Success Tip #3:Search Results Options
You may set your search to provide the best match or most popular selections, but you should give your guest more options. What if this particular consumer is on a bargain hunt? You need to allow for the results to be sorted by price. What if the consumer wants only the latest and best products? It may be a good idea to allow for sorting by the date the item became available or by the ratings of other customers.
In the end, your search results need to help a consumer to quickly find the desired product. It needs to be an intuitive process so that even a first-time guest can search effectively. And you want to be sure that there are always results, even if the consumer searches for a very specific product that you don’t sell. Be sure to provide alternatives. Search results can make or break a sale.
|No comments||This entry was posted by EIC Social Media Team on September 7, 2016 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.|
Content personalization is a vital part of digital marketing. Consumers expect it to one degree or another. However, what your particular customers want from personalization could be very different from consumers looking for something in another industry. That means you need to understand the right way to provide content personalization for your audience.
Going by Demographics
Demographics are probably the most common way to personalize content, even though it may not be the most effective. Basically, we take a group, let’s say Millennials, and then make generalizations like, “They are always on their phones.” So the way we personalize content for this group is to market to them on mobile devices. Remember that recent surveys show nearly three-quarters of people who shop online get upset when they are suggested products that are not actually relevant. So be careful about overgeneralizing because it leads to alienating at least part of your audience.
Email Marketing Needs Content Personalization
What is the difference between spam email and an email marketing campaign that puts the individual customer’s name in the subject line and first sentence of every email? Nothing — at least not in the consumer’s mind. Email marketing is great, but it has to contain real personalization, like recommendations based on search history, previous purchases, item left in the cart, etc. Research shows a 41 percent increase in CTR for personalized emails.
This is where you really get down to genuine personalization. When you observe what a user is looking at on your site, what results in an interaction, what sales have been made, what has been saved for later, then you get a real idea of what that one consumer in particular likes. Take a page from Amazon’s playbook. You shop for a product. They suggest two more that go with it. You make a purchase. You get a list of suggestions for next time. You add something to the cart, but don’t buy it. You get an email when it goes on sale, and the email also contains some other suggestions in case that wasn’t exactly what you were looking for.
Content Personalization in digital marketing needs to actually live up to its name, and be more personal, rather than the generalizations of using demographics.
|No comments||This entry was posted by EIC Social Media Team on August 31, 2016 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.|
Businesses are seeing the importance of getting on the good side of industry influencers as a marketing tactic. Benefits include, but are not limited to, achieving business goals and improving brand perception. Engaging with influencers can boost everything from subscriptions to installs.
How important are influencers to the success of your app?
What Makes Someone an Influencer?
The simplest version: an influencer is a person who exerts a great deal of influence in an industry. This can simply be from the sheer number of followers the individual has on social media—assuming those followers are actually relevant to the industry and not just random people.
Burst Campaign Vs. Influencer Activity
Burst campaigns involve using low-quality content to engage as many people as possible for as little overhead as possible. While this may produce some results through sheer volume, it certainly does not improve brand perception.
On the other hand, the activity of influencers on social media has been able to provide businesses with the same degree of benefits, but with the added benefit of a positive light being cast on the brand. There’s really no way to compare the benefits of a burst campaign to how much good an influencer can do for your brand.
How Influencers Affect Lifetime Value of Customers
You also have to recognize the effect on the individuals who become a customer as a result. When a person is reached by some mass marketing campaign, the lifetime value of this individual is only one-half to one-third that of a user who installs your app organically. People trust influencers every bit as much as they would a trusted friend, which means better engagement. Metrics show that they can drive installs and improve the value of your users.
Platform Is Key to Influencer Selection
Remember, some influencers hold sway only in a certain domain. A vlogger may rule YouTube but have limited influence on other platforms such as Twitter or Instagram. Be sure to wisely choose the influencers you seek endorsement from so that the audience who learns about your app includes the people who will use it most.
|No comments||This entry was posted by EIC Social Media Team on July 13, 2016 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.|
Most of us agree that using banner ads as a form of digital advertising is a very flawed system. However, there are solid reasons this form of advertising has become entrenched and is not going away anytime soon. Let’s consider a few of these reasons.
They Get the Job Done
Before you cry foul on this statement, it’s important to look at the research. Banners show an increase in meaningful KPIs. Everything from brand awareness to purchases its improved. Be aware that these statistics refer only to viewable banners. Running into a problem with banners that are not viewable is just one of the many issues with banner ads on the whole.
Do You Have a Better Idea?
This is one of the problems in breaking away from banners. Digital marketing campaign values can fluctuate as much as the stock market, but the value of banners seems to stay relatively the same. Since we haven’t come up with anything else that is so consistent, it’s tough to kick the banner habit.
Banner Ads Have Been a Part of Digital Marketing From Day One
There’s really no way to predict what technologies will take hold while others fade into obscurity. We’ve seen the battle time and time again with things like Beta vs. VHS and HD-DVD vs. Blu-Ray. You never know which tech will win, and sometimes the reason for one rising above might not even be clear years later. This is basically the story of banner ads. They arrived before any other form of digital marketing, and that has given this form of advertising a foothold that has stood the test of time in an ever-changing industry, regardless of the flaws.
Marketers have to count every penny budgeted to digital advertising, and banners can be at a lower price than many other marketing avenues. When it comes to non-media spending, it quickly becomes easy to make a case for continuing the use of banners.
Is the banner a great way to advertise in the modern digital world? Probably not, but do you see anything else replacing it anytime soon?
|No comments||This entry was posted by EIC Social Media Team on July 6, 2016 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.|
Retail apps, social advertising, and expedited shipping are a few of the things that are shaping the future of online retail sales. We have three more digital trends to share with you that will keep online retail sales booming.
The Internet has made it easier than ever for someone to run a retail store out of his or her garage, basement, or living room. Etsy has allowed thousands of people to start their own small operation. Stores operate by selling through Amazon and eBay. Uber is a great example of how peer-to-peer sales has spilled over into the service industry via the Internet. But again, don’t expect corporations to lose out just because more people want to run their own little stores. The Amazon and eBay examples noted above are ways retail companies are making sure they get a cut of the peer-to-peer retail revolution.
Evolving Price Control Infrastructure
One of the interesting things about shopping online is how quickly prices change. You may save an item in your Amazon shopping cart only to learn that the item cost has doubled in a few hours. But have no fear because two days from now it may hit an all-time low, giving you the deal you were seeking. Stores don’t work like that. Someone needs to wander the entire store printing labels to make sure items ring up at the same price as they are marked. The two worlds collide when stores offer in-store pickup at an online store’s price. What if the local store sold something for more than the online store? This can result in confusion and frustration for the buyer as they wait for local retailers to communicate with corporate about the online price. Electronic in-store pricing may be the next trend that allows prices in a brick-and-mortar store to update as quickly as an eCommerce sister store.
Content Is King, Even for Online Retail
Content in the retail marketing industry is continuing to evolve. Consider Redbox’s various means of enticing customers. Between SMS, email, and app-only discounts, users are treated to regular free and cheap rentals (for the first night). But special deals create engagement with users needing to text a code daily during a special discount week or by playing a little minigame (spin the box) to get the coupon code. Online sites like Alibaba have weeks of games and excitement for consumers to build up coupons for special sales. It all leads up to content being an important part of creating anticipation for the big purchase.
|No comments||This entry was posted by EIC Social Media Team on May 18, 2016 at 4:30 pm, and is filed under Digital Advertising, Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
We are continuing our list of the current trends in the digital marketing world. See if you agree that ads are going in the following directions.
Your Marketing Should Tell Us a Story
The consumer has spoken, and we are listening. People want to be taken on a journey that tells them about your brand. Ads that highlight brand values continue to gain momentum.
Tell Us a Story, in Segments
People love to binge watch their TV, but they don’t seem to mind a cliffhanger ad that continues later on. Releasing ads in little mini episodes is really starting to take off, especially since the average viewer is clamoring for shorter and shorter ads. Sure, write that perfect 30-second ad spot, but then split it in half—and consumers will eat it up.
Efficient Ad Buying
Last time, we mentioned programmatic moving into the world of TV ad buying, but we also need to give it an honorable mention here. Programmatic ad buying already has its fair share of the market, but it’s a very efficient process that’s likely to become even more popular.
Did Someone Say VR?
Virtual Reality is starting to become a more attainable experience. As more households begin to have a VR device, you can bet ads will become a part of that immersive world. After all, the advertising possibilities become endless in that medium.
Watch Out for the Blocking of Ads
The fact is that ad blocking won’t end the benefits of online video advertising. While maladvertising is pushing the trend to block ads to a whole new level, plenty of consumers are still willing to watch ads in order to ensure that their favorite free content doesn’t become premium content with a monthly price tag. The key for advertisers is to reach the user’s emotions with digital ads so as to create an atmosphere where people feel like they are missing out if the ads are not there. The secret to overcoming the ad-block phenomenon is to produce better ads that people don’t want to block.
So there you have it. We’ve discussed some of the biggest trends in the digital marketing world. What do you think? Are there marketing trends that should have made the list that didn’t? Comment below and be heard!
|No comments||This entry was posted by EIC Social Media Team on April 6, 2016 at 4:30 pm, and is filed under Digital Advertising, Marketing Strategies. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Life simply boils down to conveniences we’ve come to expect. 20 years ago, when we needed answers we’d ask friend after friend, spend hours at the library, or drive down to the local hardware store. Now, we click a few keys and Google serves up those answers while we munch another piece of pizza. Of course, if that answer is more than 500 words, we usually just move on to the next link.
It’s a sad commentary on the human condition, but we’ve been trained to expect everything we want with minimal effort. Even reading a few hundred words can be too much work, too much time. And so, a new information sharing tool has emerged.
Enter the Infographic
What better way to communicate with an attention span challenged world than with a picture. Yep, the infographic may include just as many words, but the pictures make it readable and memorable. There’s just one problem.
How Does Google Rank an Infographic?
The answer? It doesn’t. There’s no possible way for the Google algorithm to decipher the content or meaning of your infographic or marketing infographic. After all, it’s just an image. So even the text included in the infographic escapes notice. With this in mind, what benefit is there to using a marketing infographic?
What Does Affect Rank?
Fortunately, engagement affects rank. Infographics, like video, keep a person on your site longer. So they have a great net effect, and due to that retention Google detects that your page is interesting. So it’s up to you to let Google know in the metadata what the page, the infographic, is about. This allows Google to connect viewer engagement with the keywords you’re using.
The other major factor in modern marketing is shareability. Yes, even in our contemporary world, the importance of sharing still applies! People love to share infographics across social media, so this form of marketing will increase your reach to new customers, and increase brand awareness (how much they know about your company and what you offer).
Rather than investing untold time and funds creating the next great way to catch the eye of consumers, just improve on the use of a tool that’s already working. Have you tried your hand at a marketing infographic?
|No comments||This entry was posted by EIC Social Media Team on January 21, 2016 at 4:30 pm, 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.|