The Rise of Native And Mobile Ads

Mobile and native advertising are gaining increased popularity. With more social media users checking their accounts via mobile devices than on their computers, in-stream mobile ads are quickly becoming advertisers’ chosen method for getting their message front and center. This infographic provides an in-depth look at the rise of mobile and native advertising and offers predictions for the future.

Native advertising’s influence on a broad range of media, including mobile and social advertising, will allow marketers and agencies to justify and continue to invest in native budgets for the foreseeable future.

20140104_linkedin_native_mobile_social_adv

[Source: Linkedin Marketing Solutions].

10 must-know digital marketing statistics from 2013

In this post, I round-up some of the significant stats from 2013 which show the big trends in consumer behaviour across different digital platforms and channels that will help you question your priorities in 2014.

Social media marketing

Q. Which social networks should we focus on?

With limited time you need to focus your participation on the social networks which are growing fastest and have the most participation amongst your audience. This data from Global WebIndex shows the growth in the main networks across different age groups. You need to check how you’re performing compared to competitors too.

2014-social-media-stats

Q. Which social networks encourage sharing?

Our post asking which social network drives the most visits used social sharing data from Gigya to help answer this question.  These are the top sources of sharing at a top-level.

Social-sharing-stats

Of course, sharing will vary by market, so check your sharing against your direct competitors. Here we can see that Ecommerce sharing is quite different – with Pinterest very popular, particularly in the US.

Google Chrome

Q. Should we offer social sign-in?

The same data source also shows the relative popularity of the social networks for social sign-in. Data is available specifically for Ecommerce companies and publishers too.

Social-sign-in

Search

Q. How popular is mobile search and how effective is our mobile SEO?

With the increase in consumer adoption of mobile, you should focus more on visits from mobile SEO. See how the proportion of mobile visits vary in importance compared to other traffic sources to see whether you potentially have a problem.

Despite the growth in popularity of social media many of us still turn first to a search engine, although this new data from Google’s new Mobile Path to Purchase guide shows us that mobile apps and brand sites are important sources too according to consumers.

Mobile search popularity 2014

Q. How do I review the effectiveness of my SEO given the growth in Not Provided?

We have alerted readers to how Google has progessively removed referring keywords in its reports during 2013, so making reporting on SEO more challenging, although we have shown there are decent alternatives.

As if you needed a reminder, this is how significant Not Provided is now…

NotProvided

Ecommerce and conversion rate optimisation

Q. What is our potential improvement in conversion rates?

Although overall conversion rates for Ecommerce can help us benchmark, as Dan Barker said in this post average conversion rates are near-meaningless.

So what you need to review is the variation in conversion. This will vary by device, country, referrer and of course product category on the site as suggested by this benchmark from Monetate.  Only by analysing variation and understanding which interactions on category and product pages and customer online shopping concerns which affect conversion will you be able to improve conversion.

Mobile conversion

Q. Which channels drive conversion and value – beyond last click to assists

We’ve regularly written on the importance of channel attribution to understand which media influence sales over the increasingly complex customer journey. This new data from Adobe shows, for example that social media and search can be more valuable when assists are taken into account. It also highlights the importance of comparing channels on revenue per visit.

Google Chrome

Email marketing

Q. How seriously should I treat mobile email?

You probably know the answer to this already! The answer is “very seriously”. Litmus does an excellent job in in documenting the growing rise of mobile email.

Within email opened on mobile devices, checking your iPhone and iPad rendering is most important, although Android is rising fast.

[Source: Smart Insights]

Brands allocating most of social marketing budget on Facebook, uncertain of worth

Brands are spending more on Facebook than any other social network as found by BI Intelligence, a branch of Business Insider research. The Technorati Media’s 2013 Digital Influence Report has found that 57 percent of social media budgets are allocated toward Facebook with YouTube and Twitter only receiving 13 percent.

In a separate study, out of 3000 marketers surveyed 41 percent said they were “uncertain” about the effectiveness of Facebook marketing. Social Media Examiner’s 2013 Social Media Marketing Industry Report also found that 17 percent have directly said the site is ineffective for marketing purposes, with 32 percent finding it effective.

bii-platform-share-social-ad-budgets

As the largest social network, it comes at no surprise that brands are spending the majority of their budgets on Facebook. However, there is a potential opening for other social networks to lure advertising away from Facebook.

These statistics suggest that it is important for Facebook to better communicate results and effects for all marketing. Brands have difficulty quantifying the value of a like, so it is important for the social network to educate marketers on how they are spending their money and how they should be measuring their results.

[Source: InsideFacebook]

Trust in Advertising: Owned, Earned and (social) Paid

In a recent Nielsen global study, all forms of paid advertising—TV, print, digital, radio—showed a gap in the “trust factor,” with a majority of respondents reporting that they don’t trust each type much or at all. Conversely, and not surprisingly, “recommendations from people I know” scored highest on trust, with 92 percent of consumers trusting this source completely or somewhat. Owned media, such as brand websites, scored higher than paid advertising but lower than social recommendations. Yet advertising as a medium continues to thrive, with ad dollars on the rise globally and in many markets around the world.

Trust in Advertising – Q3 2011

Trust In Advertising

Now What? The Convergence of Paid, Owned and Earned

Now that we’ve demonstrated what many of us already knew, what should we do about it? Does trust in advertising matter? If so, can we even do anything about it?

Since trust in advertising lays along continuum that moves from earned (highest trust), to owned, then paid (lowest trust), it stands to reason that brands should want more earned and owned. But can paid be given up completely? For most brands, that strategy isn’t really feasible given both the broad reach and historical success associated with paid media.

Instead, we need to start thinking of how paid, owned and earned can work together to improve trust and deliver better results. Marketers continue to discuss them as if they are mutually exclusive media. They’re not.  And now technology is blurring the lines of paid, owned and earned media more than ever.  Paid can now also be social, as social is often about paid. Owned can have paid embedded media in it. And sometimes, all three can exist in one consumer touchpoint. What’s a CMO to make of this trend?

Three Examples of Convergence Between Paid, Owned and Earned

1. Paid Ads Work Harder with Social
What actually happens when you combine social and paid advertising? Research on Facebook ads with and without a social layer (Jimmy, Billy and eight other friends are fans of Brand X), shows that social ads generate much stronger breakthrough and purchase intent than ads without a social layer. Why? Knowing that the advertised brand is liked by our friends builds trust.

2. Paid Digital Advertising Drives Owned Usage
Digital advertising can drive consumers to a brand’s owned media. In the example below, we look at the effectiveness of four different brands’ digital advertising in driving consumers to their respective web sites. Brands A & B were far more successful in doing so than Brands C & D.

Brand A Brand B Brand C Brand D
% of those exposed to the online display campaign that went on to visit a brand’s website post-exposure 4.7 5.2 1.0 1.2
% of those not exposed to the online display advertising who visited a brand’s website 0.5 0.4 0.2 0.3

3. Owned Can Work Harder Than Paid
What about owned media? Does it work once consumers arrive? One way of understanding this relationship is to measure the off-line sales impact of those consumers exposed, versus not exposed to your brand’s website. In the example below, we can see that exposure to Brand X’s website drove almost three times the sales lift of paid digital ads alone.

Owned Can Work Harder Than Paod

The Opportunity – Putting it All Together

Addressing the truth deficit in advertising is more than just making ads that are, well, true. It’s also about how to use paid, owned and earned media to your brand’s advantage.

Using the example above, why not build social into your paid advertising (where possible), use your paid ads to drive consumers to your website and optimize your site to drive maximum on or off-line purchase? Why not experiment with the myriad ways to engage your consumers across the paid, owned and earned continuum?

Overcoming the trust deficit in advertising isn’t about making ads that aren’t misleading or exaggerated. It’s about adding in social and owned media experiences in ways that give paid media more legitimacy,  enabling it to work harder for your brand.

[Source: Nielsen]

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Ecco, in sintesi, quali sono i tipi di comunicazione di cui si fidano le persone:

  • I media “earned” suscitano la fiducia più forte: il coinvolgimento di consumatori disinteressati è garanzia di imparzialità. Parliamo ad esempio di social network, blog, forum e piattaforme non proprietarie;
  • I media “owned” sono degni di fiducia: sono “della marca”, ma lo sono esplicitamente, apertamente. Le persone si fidano del messaggio di questi canali sia perché i brand se ne assumono la responsabilità in modo diretto, sia perché – sempre più spesso – le marche coinvolgono le persone sui propri canali. In questo caso si intendono soprattutto piattaforme di conversazione, ad esempio blog di marca o luoghi di discussione facilitati dal brand;
  • I media “paid” funzionano solo quando hanno una componente “social”. In altre parole, quando mantengono la caratteristica di acquisto di uno “spazio” o di “visibilità”, ma lo fanno includendo un elemento di conversazione. Parliamo ad esempio dei “social ads” di Facebook o dei “promoted tweets” di Twitter. Questi canali funzionano quando sono utilizzati sfruttandone le peculiarità social e non quando vengono intesi come “spazi banner” tradizionali, ma contestualizzati in un social network. Gli “ads” con una componente social non solo sono più affidabili per le persone, ma sono ricordati più facilmente;
Ogni nuova indagine, insomma, evidenzia come si rafforzi la tendenza a ritenere la conversazione come un elemento imprescindibile per quelle marche che vogliono stimolare la fiducia delle persone: ecco perché è importante studiare il modo in cui le persone interagiscono sui canali social per identificare la strategia di migliore per raggiungere gli obiettivi.
[Source: WeAreSocial]