Today, when social media marketing and promotions are in full swing, emerging trends like videos and Internet bots are progressively taking over other traditional ways of marketing. In the past year, global digital trends have witnessed crucial changes with a significant increase in smart phones and Internet users. As social media dominate the digital marketing industry with various innovations, businesses and marketers reinvent their campaigns to keep up with the changing trends. Here are some of the most imperative trend shifts that will drive businesses on the digital front this year. See more at MIG It’s the nature of disruption that, sometimes, almost nobody sees it coming until it’s already here. The eventual effects of the demise of net neutrality, for instance, are likely to be huge, but anyone who tells you they know what exactly these will be is either a genius or a fool. Still, with a good deal of industry knowledge, some intuition and a healthy pinch of salt where hype is concerned, it is possible to make a few predictions that are likely to come true at least in a general sense. In no particular order, let’s take a moment to think about whether... See more at paymentweek El pasado reciente no ha sido especialmente positivo para Twitter. La red social, una de las grandes incontestables del universo del social media marketing unos años atrás, estaba viendo cómo las cosas pinchaban un poco para ella. Los responsables de estrategia en redes sociales de algunas marcas estaban destinando ya una gran parte del esfuerzo que hasta entonces destinaban a Twitter a Instagram y el peso que esta red social estaba alcanzando estaba canibalizando la presencia en la primera de no pocas cuentas. Y, sí, continuaba a haber grandes casos de éxito en Twitter de marcas que estaban haciendo muy bien las cosas, pero al mismo tiempo llegaban los datos de cómo Twitter no lograba ganar seguidores y como sus cifras se habían estancado. ¿Se iba a convertir Twitter en el nuevo juguete roto del universo de las redes sociales? Twitter podría estar protagonizando una historia de renacer y reconquistando posiciones perdidas. Lee más en Puro Marketing Even the most sophisticated marketers need assistance crossing the Lumascape – or just figuring out what the heck to do with all their data. Since AdExchanger wrote its initial Guide to Ad Tech Consultants three years ago, new companies have emerged and those previously featured have added new areas of expertise as market demands changed. The following, in alphabetical order, is an updated guide to consultancies that can help bring light to your data and mar tech strategies. See more at adexchanger CEOs know that the most valuable customers are those they already have. Unfortunately, most marketing campaigns are still oriented toward acquiring new customers rather than nurturing existing relationships. It’s a misalignment of resources on a massive scale. Blame this disconnect on the limited tool set constraining previous generations of marketers. Before digital and through its early years, large audiences could only be accessed through mass channels, such as TV, radio and print, with known-user marketing restricted to direct mail and telemarketing. As a result, brands, agencies and publishers created an entire culture around models that rewarded reach, volume, clicks and likes: Even if they succeeded at effective retention marketing, they didn’t get recognized for it, let alone paid for it. See more at adexchanger. Despite efforts to evolve private marketplaces, investment in automated guaranteed and recent developments around non-standard formats being transacted programmatically, the indirect channel continues to struggle to attract brand dollars and relies heavily on click-through rate (CTR) over any other measurable metric. As a result, many buyers typically follow standard direct-response purchase patterns and metrics like CTR when executing buys, regardless of the publisher or ad execution. This leads to a world where premium publishers must compete with bot traffic for ad spend, and ads that users find annoying generate higher yield than those that actually convey the marketer’s message effectively. See more at adexchanger. On the surface, it looks like the ad tech industry is taking steps toward transparency. For instance, Sizmek recently said it would provide marketers with an itemized list of fees. Though demand-side platforms (DSPs) such as The Trade Desk and MediaMath have done this for years, it's a start. Media-buying firm Assembly also has inked a deal with AdFin to let marketers see how much their ad inventory costs and ensure Assembly didn’t mark it up for a profit. Similarly, Adobe’s Marketing Cloud will now reveal all fees taken from partner AppNexus in programmatic buys. There are other plans on the horizon that can help marketers follow the money. For example, IAB’s Ads.cert initiative takes Ads.txt to the next level by authenticating impressions to specific publications. MRC’s new standards [PDF], while fairly complex, also gives marketers a better sense of what they’re getting. But even with these initiatives, we still need two things to happen for the industry to move forward: (1) Marketers must accept that programmatic is not cheap, and (2) we need an amnesty day, during which we agree that by providing full transparency going forward, we will not use it to punish the past. See more at adexchanger. There are three words that sum up successful digital age marketing: Strategic, authentic and digestible. We all remember the days when banging your drum loudly was enough to attract customer attention, but today everyone is shouting at once, and doing nothing but enthusiastically evangelizing your brand will only trigger a smart consumer’s BS warning. See more at siliconANGLE One of the joys of digital marketing is the ability to quickly see the results of an implemented strategy. With a lot of real-time data and the ability to accurately attribute success back to effort, it is instant gratification at its finest. But often after continued success, marketers face the dreaded performance plateau. Here are three go-to strategies to try when you find you are stuck with wheels spinning in neutral. See more at Search Engine Land It’s the nature of disruption that, sometimes, almost nobody sees it coming until it’s already here. The eventual effects of the demise of net neutrality, for instance, are likely to be huge, but anyone who tells you they know what exactly these will be is either a genius or a fool. Still, with a good deal of industry knowledge, some intuition and a healthy pinch of salt where hype is concerned, it is possible to make a few predictions that are likely to come true at least in a general sense. In no particular order, let’s take a moment to think about whether... See more at paymentweek The most recent digital marketing trends and advances not only prepare you for any changes within your specific market but help to establish a comprehensive marketing strategy - designed to increase visibility and maximise revenue. See more at Yourstory smallbiztrends.com/2018/02/small-business-marketing-mistakes.htmlEach year, businesses spend a lot of money marketing their companies with the one goal of increasing their sales. Unfortunately, a lot of this is wasted. These marketing mistakes mean that there is little to show for these expenses and as a result, the company typically cuts their marketing budget. Eventually, their sales pipeline collapses. See more at Small Bussiness Trend
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El adblocker de Chrome empieza a funcionarFue una de esas cuestiones que empezó como una filtración a los medios - que solo se creyó porque los medios que la filtraban eran de esos a los que es difícil no creer - y luego se convirtió en una cuestión confirmada oficialmente: Google iba a empezar a bloquear anuncios en Chrome. El movimiento parecía una especie de piedra lanzada contra el propio tejado, pero es en realidad la maniobra con la que el gigante - gigante, no olvidemos, de la publicidad online - intentaba evitar el tirón de los sistemas de adblockers y el nocivo efecto que tienen sobre los jugadores de la publicidad online. Si los consumidores tienen activado un adblocker, no se sirven anuncios. Con la medida que propone Chrome sí se siguen viendo anuncios, aunque no aquellos que resultan más molestos. El día del bloqueo publicitario ha llegado. A partir de hoy mismo, 15 de febrero, Chrome empezará a bloquear la publicidad. "Chrome dejará de mostrar todos los anuncios en aquellos sites que de forma repetida muestran estos anuncios más disruptivos tras haber sido marcados", explican en el post en el blog corporativo en el que ponen fecha para el cambio. Chrome mandará un aviso al usuario en el que le notifica de que ha bloqueado la publicidad en un site concreto, dándose la oportunidad cuando pide más información de seguir viendo los anuncios. Para más información, click aquí 3 tendencias de la publicidad programáticaLa publicidad programática se desarrolló originalmente como una herramienta práctica para vender inventario sobrante, pero ha evolucionado hasta convertirse en el principal impulsor del gasto publicitario online para las marcas más importantes. El gasto en programática continúa una tendencia ascendente. Según Zenith Programmatic Marketing Forecasts, la proporción de publicidad comprada en el modelo programático en el gasto publicitario global aumentará al 67% en 2019. Con esas cifras, la industria verá un aumento en el valor de 84.9 mil millones de euros. La publicidad programática permite a las marcas mantener conversaciones con el público adecuado en el contexto adecuado, según los datos que haya sobre los clientes. Las 3 principales tendencias en tecnología programática demuestran que esto está sucediendo y explican cómo los especialistas en marketing pueden aprovechar estos anuncios totalmente personalizados. Para más información, click aquí. Google AMP Drives More Publisher Traffic; New NYT Team Will Activate Data For BrandsGoogle is referring a greater share of publishers’ mobile traffic than it once did. Consumers get 18% of their mobile traffic from AMP, up from 16% last year, according to a report from Chartbeat. Meanwhile, traffic from Facebook Instant Articles was down to 11% from 15% last year. Google’s dominant position in search makes it especially difficult for publishers to turn down AMP; since last year, AMP publishers that work with Chartbeat saw mobile search traffic from Google increase 100%. Still, publishers aren’t thrilled about ceding even more power to Google. “You don’t know where your AMP page will be shown on the Google results page,” said John Potter, CTO of Purch. He also dislikes “that the branding has been missing due to it being a Google URL and that the sessions that start on an AMP page versus a mobile page are shorter.” For more click here Why Some Data Companies Are Selling Data As A Percent Of MediaData providers have embraced an alternative way of buying audience segments: selling data as a percentage of media rather than transacting on CPMs. Instead of buying data at a fixed rate per thousand impressions, a percent-of-media model ties the cost of data to the cost of media. An advertiser, for instance, is unlikely to spend $2 per thousand impressions on data if the media itself has a $3 CPM. Instead of data consuming 40% of the budget, a percent-of-media price caps the cost in the 10-20% range. That cap means buyers who were previously priced out can now buy audience segments, opening a new market for data sellers. Specifically, this model is meant to appeal to advertisers running performance-oriented campaigns who want to target cheap inventory. For more click here Five Major Steps to Unlock the Real Value of Marketing ROI - A Quantzig WhitepaperQuantzig, a global analytics solutions provider, has announced the completion of their most recent whitepaper on the five major steps to unlock the real value of marketing ROI. Measuring the real impact and value of marketing, primarily through digital channels, on short and long-term growth is increasingly becoming more challenging. Effective marketing can help companies in achieving their financial objectives. For more click here Branch Snags Facebook Mobile Measurement Badge, Releases Paid Attribution TechDeep-link startup Branch earned its Facebook mobile marketing partner (MMP) stripes on Wednesday and launched an attribution tool for paid media called Universal Ads. Branch is the first MMP added to Facebook’s marketing partner program since around 2013. When the company launched in 2014, it focused on deep-linking across owned-and-operated content – for example, tracking clicks and installs coming from organic sources – to help users determine which channels brought in the most valuable users. For more click here 3 ways to accurately measure digital marketing ROIFor a company to accurately measure its ROI, it must consider all expenses used to produce a successful marketing campaign. In doing so, a company can see where it started, more accurately understand what it has achieved, and ultimately develop greater clarity surrounding its ROI. For more click here Measuring digital video effectiveness is a minefield for brandsWhen it comes to digital video advertising, isn't it time we got back to basics — like what works? EMarketer recently launched a report into the effectiveness of digital video advertising. It shows that spending on digital video is still rising steadily in the U.S. and will continue to post double digit growth at least until 2020, while TV largely remains flat. But what's abundantly clear is that measuring the effectiveness of digital video is a minefield, and that the difficulties around measurement are causing brands to slow the rate of their investment into the channel. The report states that "the noisiness of the data is remarkable" when it comes to reviewing which metrics should be used to measure digital video, with a range of players all maintaining their own methodologies. Audibility, viewability, CTR, VCR, in-view VCR, sound-on VCR and sound-off VCR are just some of the metrics — and that's before different formats and providers are taken into account. How can you compare a 15-second non-skip pre-roll ad with an incentivized reward video and a native, outstream video ad? For more click here Las grandes marcas tendrán que replantearse su estrategia si quieren seguir siéndoloCuando se ven los listados de las marcas y de las multinacionales más valiosas del mundo, cuesta mucho imaginar que su posición pueda estar en peligro o que lo que están haciendo ahora mismo no sea la mejor idea cuando se piensa en lo que deberían estar haciendo en el futuro próximo. Las grandes marcas de consumo son ubicuas, son muy reconocibles y están muy presentes en las decisiones de compra de los ciudadanos y en su vida cotidiana. Y, a pesar de ello, no tienen una posición segura de cara al futuro y, si no cambian, se enfrentan a un futuro bastante arriesgado. Para más información, click aquí. ¿Por qué todos los grandes gigantes de internet parecen estar lanzando sus Stories?Todo empezó con Snapchat. La red social / app de mensajería, muy popular entre los adolescentes de los países anglosajones, contaba con una funcionalidad que permitía lanzar historias, sus Stories, que los demás usuarios conectados al perfil podían ver. Las historias eran efímeras y permitían jugar con diferentes elementos. Y quizás por ello se convirtieron en uno de los elementos de éxito más claros de la esta red social. Tras Snapchat, el formato llegó a otras redes sociales, que rápidamente copiaron la idea y la aplicaron a sus espacios. Instagram fue la primera y, aunque al principio se le acusó de ser muy poco original con el movimiento, el salto a este formato tuvo éxito. Para más información, click aquí.
Top 6 digital marketing trends that will dominate 2018Change is inevitable and things change with each passing day. Though we may not notice them in our day to day lives when 365 of them cumulatively pass by, drastic changes can be seen and those are the same significant changes we call "trends". From what was trending last year to what will become a trendsetter in the coming year, we all look forward to incorporating those trends into our lives. While some are improvisations from the mistakes of the past year, others are innovations we want to incorporate in the New Year; basically, anything and everything that is widely accepted and also dominates a particular industry becomes the trend of that year. More at afaqs. Por qué los precios de la publicidad en Facebook se van a disparar en los próximos mesesLa conclusión tiene su lógica. Si el alcance orgánico desaparece, más serán quienes quieran pasar por caja para posicionar sus contenidos y más quienes, por tanto, se peleen por los espacios publicitarios. Pero el cambio no solo es el último golpe contra la estrategia en esta red social de las páginas, ya sean de marcas y empresas o ya sean de medios, sino también un elemento que impulsará una de las patas de negocio que, al final, a Facebook más le interesan. Si los responsables de páginas no logran llegar a sus audiencias de un modo orgánico y directo, lo acabarán haciendo de cualquier otro modo que se le ofrezca y el otro medio que se le ofrece es el de pasar por caja. El presupuesto de redes sociales de las compañías tendrá que dedicar un peso bastante importante a posicionar contenidos en el feed de Facebook previo pago de post patrocinado. Más en Puro Marketing 3 Tech Trends that will Disrupt your B2C Marketing Strategy in 2018Hackers are always on the prowl for sensitive business data. Current forecasts of information security threats suggest that data breaches and cybercrime will continue to menace enterprises large and small throughout 2018. Worse still, cybercriminal tactics are evolving in consequential and ingenious ways that cost businesses an average of $3.62 million per data breach. Here are some of the most hostile IT security threats to prepare for and why working with tech recruiters can improve the potency of your cybersecurity strategies. More at Bussiness 2 Community How (and Why) to Use SMS to Grow Your Business in 2018Text messaging is the most used feature on any cell phone – smart or otherwise – and it’s also the most used form of communication for most of the world (including the U.S.). If you’re like me, you look at how pervasive texting (SMS) is, and you think “There’s got to be a way to make money off of this!” And there is. There are several ways to use SMS to grow your business. Below I’ll show you a few of them, and I’ll explain why it’s so important that you do use SMS for your business in 2018. More at Bussiness 2 Community Three Ways Blockchain Will Disrupt Traditional Business And Impact Marketing In 2018Recently, cryptocurrencies have dominated the news with Bitcoin, Litecoin and other altcoins generating mainstream buzz. Companies are utilizing a myriad of marketing efforts, particularly social media, to drive interest within the sector. The interest in cryptocurrencies has mainly been speculative as investors look to ride the wave. On November 27, CNBC reported that there were 13.3 million users for Coinbase, the leading U.S. platform for buying and selling Bitcoin. In contrast, Charles Schwab maintained 10.6 million active brokerage accounts. More at Forbes. Millennials Hate Ads But 58% Of Them Wouldn't Mind If It's From Their Favorite Digital StarsInfluencer marketing is a real thing. And it has become far more important to Millennials than any catchy ads and commercials that brands can come up with to promote their products or services. Millennials, in fact, are changing the entire face of marketing, and brands need to accommodate this new influencer marketing “thing” because Millennials are not to be ignored. They make up 25% of the population – 3X the size of Generation X and also larger than baby boomers. They spend $200 billions on an annual basis. More at Forbes ¿Cuáles son las marcas más presentes de forma orgánica en las redes sociales?Los consumidores emplean lo que otros consumidores dicen y comentan como guía para tomar decisiones en sus compras y para crear una imagen de marcas, empresas y productos. Poco importa que el otro sea un desconocido: las opiniones de los demás se han convertido, en su conjunto y con un valor colectivo, en una guía para comprender el mercado y para tomar decisiones sobre lo que hacer en el mismo. Es una lección que las empresas han tenido que ir aprendiendo en los últimos años y de la que han tenido que ir asumiendo la importancia de los comentarios o de las menciones en redes sociales, entre otros elementos. En el caso de los comentarios, la presencia online de las compañías ha tenido que ir abriéndose cada vez más y ha tenido que ir asumiendo cada vez más el que pueden ser encumbradas o despellejadas en la sección de opiniones. Más en Puro Marketing El data scientist no es un mago y esto es lo que necesita para hacer su trabajoUno de los profesionales de moda es el data scientist. El data scientist es un intérprete de la información, el profesional capaz de hacer que el big data tenga sentido y el que sabe leer de todos esos datos las cosas que resultan relevantes y que importan. Es el que es capaz de coger la gran masa de información y extraer de ella conclusiones valiosas para la empresa. Por ello, las compañías se han lanzado a su fichaje y estos profesionales se han convertido en estrellas emergentes en el mercado. Pero los data scientists no son personajes milagrosos que pueden solucionar todos los problemas o que pueden encontrar la clave para todas las cuestiones que la marca necesita si no tienen el entorno y las condiciones de trabajo favorables para ello. De hecho, no vale con simplemente contratar a un equipo de data scientists y esperar que hagan su magia. Hay que trabajar de forma mucho más amplia para conseguir los buenos resultados asociados. Más en Puro Marketing Inversión Publicitaria: Optimismo moderado en el comienzo del año 2018Los panelistas de Zenith Vigía, directivos de medios de comunicación, sitúan en el 3,1% el crecimiento de la inversión publicitaria en 2018. Tras cerrar un 2017 prácticamente plano, se espera que en el año que comienza el mercado publicitario reaccione y aproveche el viento a favor de la recuperación económica y del consumo. Durante este año se celebrará un Campeonato Mundial de Fútbol, un evento que habitualmente tiene una repercusión positiva en el sector. Además no se espera que haya convocatorias electorales importantes, que suelen tener un efecto negativo en la inversión. Como viene ocurriendo en los últimos años el mayor crecimiento de la inversión se producirá en los medios digitales; en cambio seguirá disminuyendo la inversión en medios impresos. Más en Puro Marketing
Why hiring the ‘best’ people produces the least creative resultsYet the fallacy of meritocracy persists. Corporations, non-profits, governments, universities and even preschools test, score and hire the ‘best’. This all but guarantees not creating the best team. Ranking people by common criteria produces homogeneity. And when biases creep in, it results in people who look like those making the decisions. That’s not likely to lead to breakthroughs. As Astro Teller, CEO of X, the ‘moonshoot factory’ at Alphabet, Google’s parent company, has said: ‘Having people who have different mental perspectives is what’s important. If you want to explore things you haven’t explored, having people who look just like you and think just like you is not the best way.’ We must see the forest. More at Aeon 7 Surprising Business Uses for BlockchainAs time passes, increasing numbers of people become aware of a newer way of securing transactions called blockchain. It uses cryptography to create digital records which are nearly impossible to hack, replicate, or misuse. These transactions are completed on multiple computers in a chain. This is another reason the digital records are difficult to alter. But not all of the information in a blockchain needs to be financial. Blockchain can also be used to send, receive, and record other information as well. In fact, there are some surprising business uses for blockchain. More at B2C The small business mythAlthough the classical definition of an ‘entrepreneur’ simply invoked someone who started a new business (the French word means ‘someone who undertakes’), the term acquired a new connotation in the late 20th century. ‘Entrepreneur’ today implies a growth orientation; while a mere small business owner may persist in remaining small, an entrepreneur seeks to strike it rich. In short, entrepreneurs are small business owners that don’t want to remain small business owners. More at Aeon Amazon, valorada en más de 150.000 millones de dólares, se convierte en la marca más valiosa del mundoAmazon se convierte en la marca más valiosa del mundo por delante de Apple y Google, según el estudioBrand Finance, Global 500, el ranking anual de la consultora líder a nivel mundial en valoración y asesoramiento estratégico de marca. El valor de marca del gigante del comercio electrónico registró un crecimiento anual del 42%, hasta alcanzar la impactante suma de 150.800 millones de dólares. Más en PuroMarketing Facebook’s News Feed Armageddon Doesn't Have to be Bad, 10 Things Your Brand Should KnowSince Zuckerberg is saying that they would like most updates to come from friends, we estimate that publishers will on average see an 80 percent reduction in page reach, clicks and engagement. We view this as a devastating new reduction in publisher engagement, despite falling engagement rates over the last few years. More at Smallbiztrends The Rise of Human-free RetailA few days back the first Amazon Go convenience store opened, in Seattle. Shoppers can simply pick up the items they want to purchase and walk out. There is no need to stand in lines and go through checkout. The only requirement for shoppers is to install the Amazon Go app on their smartphone and use that app when they enter the store. They can then pick up the products they want. Amazon uses multiple technologies — computer vision, sensors, machine learning — to detect the products and add them to the customers’ virtual shopping carts. Customers exit the store with their products and Amazon automatically charges the customers’ Amazon Pay account. More at PracticalEcommerce |
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