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    digital marketing

    The future of native advertising depends on adoption of vernacular language

    538 310 Debaroon Gupta

    For us, human beings, language has been the key to our dominance in this planet. Thousands of languages and dialects are being spoken all over the world as of now. Even though the internet has made the world a smaller place, but discrepancies in understanding and comprehending language other than your mother tongue have been there. Even with quick translation services being offered by various websites and applications, the charm of your own spoken language shall never be taken away.

    That’s why there is a massive vacuum in digital media and marketing that’s waiting to be occupied. Experts and experience have already proven that advertising is more apt and effective if done through vernacular languages with the help of search engine optimization. Brands seem less elusive and connect more with the audience if they are reached in vernacular language. Statistics in India show that the growth gap between vernacular language and English has been iconic. Hindi, specifically has grown by 94 percent compared to English at 19 percent.

    We at adgebra understand this trend and think it’s imperative to apply it to our strategies for future brand promotion and marketing. adgebra’s non-disruptive, high visibility native ad unit ensure vernacular ads are shown to the ever-growing digital vernacular audience. adgebra’s portal network has multi-category sites from 10 major vernacular languages and is the only network to showcase this in our bouquet of services. So, whether your native language is Hindi, Tamil, Bengali, Marathi, and many others, there’s a greater chance you have viewed our native ads and interacted too while browsing your favorite vernacular content. The scope of connecting with vernacular readers and serving them relevant ads is immense – And the technology at adgebra facilitating this is simply effective and highly visible.

    One Year since inception, Executing more than 2000 campaigns, implementing unique targeting and optimization options, campaigns boosting 3X CTR. adgebra today effectively helps brands reach to more than 750 vernacular portals, making it the Future-proof Native Advertising Platform in India and confidently the hottest new traffic strategy in digital marketing.

    7 terms in digital marketing you need to know beyond SEO, SEM & SMM

    300 200 Ankita Panjwani

    Since its evolution, a lot has been spoken and written about digital marketing and its terminologies, When I initially started reading about digital media it was all Greek to me until my mentor came and explained few terminologies which all beginners should be aware of if they wish to start their career in digital media.

    I being a tyro in digital media would like to elucidate a few terms for those who are trying to latch onto the same field from my experience of internship of 2 months in a Inuxu Digital Media Technologies.

    1. REMARKETING –

    Remarketing is targeting consumers who have already visited your website, shown interest in your product or service, but did not make a desired action on the website.

    For example-When people leave your website without buying anything/ or filling up a contact form, remarketing helps you reconnect with them by showing relevant ads as they browse the web, as they use mobile apps, or as they search it on a search engine.

    The biggest advantage of remarketing is that you’re only showing your ad to people who are genuinely interested in your product.

        2. AFFILIATE MARKETING –

     Affiliate marketing is performance-based marketing in which a business rewards affiliates for each sale generated by the affiliate. In affiliate marketing, advertisers pay to the ad networks and they in turn pay to the publishers for every lead generated. Payment is done on the basis of online advertising ad models, two of which are –

    Cost per action (CPA)is a pricing system where advertisers pay for a specific action like form filled, purchase/sale, lead generated any similar conversion happening.

    Cost per sale– is pricing system where the publisher or website owner is paid on the basis of the number of sales that are directly generated by an advertisement.

       3. PUSH NOTIFICATION –

    An App notification is a message that is received by the user and is sent by the app publisher. This notification is a message that pops up in the status bar in a smartphone. This message maybe regarding any latest updation, latest event/activity that might be important to the user.Getting the content primarily outside the app, paradoxically yields increased engagement inside the app.

    Desktop Notification or Browser push notification is a short message that appears on the desktop of any user who has opted in to receive notifications from any site. A desktop notification is accompanied by a ‘notification sound’ to alert the user, and inform them of whatever message, update, or content a site wishes to provide.

    Push notification is an eminent channel to communicate with users.They deliver the right information at the right time to the users by emerging on the lock screens of the user.He/She doesn’t have to be in the app or using their device to be receiving them.

    Push notifications are promotional drivers designed to drive “open rates.” Instead, we think of notifications as a way to push a value to the user.This way businesses get hold of their customers’ interest in their products and keep the profit graph high.

      4. PROGRAMMATIC ADVERTISING –

    Programmatic Advertising refers to an automated process of buying media online.

    This basically means -use of software for buying ad slots on websites, without any human involvement and manual insertion order. Programmatic Advertising also allows “Real Time buying”. RTB refers to the purchase of ads through real-time auctions and these auctions typically happen within 100 milliseconds.

      5. CROSS-DEVICE TARGETING –

    Cross-device targeting is the ability to serve targeted advertising to consumers across multiple digital devices.

    If any correlation isanalyzedd in the behaviour of the browser, across multiple devices through cookies and mobile ids, “match rate” arises, which means that the separate devices are of the same individual profile. Advertisers are now able to serve targeted advertising to these uniquely identifiable users.

    Whereas When we rely on cookies or mobile IDs in isolation, each device or mobile app is viewed as an individual user. Cross-device targeting helps advertisers deliver a specific offer to an individual at a given time, regardless of the device they’re using. This way it promises the reduction of wasted impressions and more effective audience engagement and attribution.

      6. RICH MEDIA –

    Rich media ads are pretty and their good looks attract consumer. Rich media is a digital advertising term for – an ad that includes advanced features like video, audio, or other creative elements that encourage viewers to interact and engage with the content and brand.

    While text ads sell with words, and display ads sell with pictures, rich media ads offer more ways to involve an audience with an ad. The rich media ad can expand, float, etc. This is why they generate high click through rates (CTRs) and engagement rates. You can measure the success of your campaign by measuring the user engagement rate by gauging number of expansions, multiple exits, video completions etc. Rich media lets agencies create complex ads that can elicit strong user response.

      7. NATIVE ADVERTISING –

    Native Advertising is a type of disguised advertising, that matches the form and function of the platform upon which it appears. It matches the visual design of the content of the web page. It looks and functions just like the natural content.

    It is difficult for the user to distinguish between the content and the part of it which is a native ad, only until he doesn’t click on the ad and reaches the landing page. These are known as the “sponsored content”. Native ads are catching with other formats of advertising lately because of their disguised nature and a probable solution to ad blocking.

    Conclusion: A lot of individuals think that digital marketing is only about SEO, SEM & SMM, but there is more to this buzzing word. My internship is about to get over and I have learned a lot of new trends that will rule digital advertising in the coming times. These trends are changing the face of the digital marketing industry. I am thankful to my mentor and all the peers at Inuxu for the guidance and support.

    trends in digital advertising 2016

    5 digital advertising trends that will rule in 2016

    599 401 Prerna Mehta

    2015 is about to end and we will enter another existing era of digital advertising in 2016

    Here are the top 5 trends that will rule digital advertising space in 2016. Digital advertising has always been a complex and volatile industry. With new trends paving way every passing year, advertisers and publishers need to stay tuned to all the latest updates. Let’s talk about some hot topics or trends that will keep advertisers and publishers on their toe’s in 2016.

    1. Mobile video advertisement
    2. Big Data usage for predictive analytics
    3. IoT and advertising on wearable device
    4. Native advertisement
    5. High impact ad units

    Mobile Video advertisement: As per IAMAI study, 60% of internet users in India access the internet via their mobile phones now. The number is expected to reach 315 million by 2017, estimates IAMAI-KPMG report. A recent report from comScore reveals 100% growth in Online Video consumption in India in last 2 years. All this leads to advertisers spending their dollars on video ads on hand held devices in 2016. There are specialized companies which deliver mobile video ads programmatically. Advertisers will think mobile first when making their digital advertising strategy. With more telecom operators in India ready to launch 4G services in 2016, video consumption on mobile will rise even more thus pushing ad spends on mobile video ads.

    digital advertising

    Big data usage for predictive analytics: Big data is the backbone of predictive analytics. We will see a rise in new generation marketers using big data technologies for delivering better-targeted campaigns. Marketers can also find and target their best potential customers both existing and new, using predictive analytics. Decision making using this modelling method will give a new dimension to digital advertising strategy. 2016 will see a surge in startups offering, big data, predictive analytics & audience targeting solutions to all the stakeholders in the digital adverting landscape.

    IoT and advertising on wearable device: Wearable devices & IoT will make more room for themselves in 2016. The Wearable device market in India is predicted to boom in the coming year. Some advertisers believe, that wearable devices (smart devices) are an extension of user’s phone and users will be more connected to these devices. When consumers moved from desktop to mobile, advertisers and technology companies studied and gained insights into behaviors and buying pattern of their consumers.  The same can be predicted for users moving from their mobile phones to wearables devices. Advertisers in India might not spend a lot on wearable technology as of now, but big data and analytics companies might end up collecting data for future. This transition will help us gather information and understanding of consumer habits across multiple devices. We might see some experiments happening in this space to see how consumers react to seeing ads on their wearable devices. We foresee healthcare companies utilizing health wearable as another device to target their audiences.

    Native advertisement: Native advertising seems to be a lucrative option for advertisers and publishers in 2016.
    Data from BI Intelligence finds that spending on native ads will reach $7.9 billion this year and grow to $21 billion in 2018, rising from just $4.7 billion in 2013. Natives ads are gaining popularity because of its non-intrusive nature and its immunity to ad blockers. Even, social native advertising is growing at a fast pace. Content marketing and native ads will go hand in hand. Advertisers will have to create appealing native content to generate more clicks. Companies like Taboola and Outbrain will be able to harness this growth in 2016.

    High Impact ad units: 2016 will see advertisers and publishers working together to focus on user experience across devices. Non-standard ad format is the new kid (spreading across display, mobile & digital video) in town and is expected to attract advertisers and publishers to deliver desired revenue. We might see new standards and best practices being set for these ad units in 2016. International bodies like IAB, has already included a lot of innovative ad units like Billboard, Sidekick, Portrait, Filmstrip etc. in their rising stars catalogue. 2016 might see other non-standard ad units like in-screen, in-article and mobile innovations topping the charts. These innovative ad units deliver exceptional user engagements without disturbing the user experience or publishers’ content. We will see a rise in a lot of companies and ad exchanges delivering innovative ad units programmatically.

    SECRET INGREDIENT FOR DIGITAL MARKETING STRATEGY, REALISM OR OPTIMISM

    Secret ingredient for digital marketing strategy, Realism or Optimism

    599 400 Shweta Gupta

    Is your digital marketing strategy on the right track?

    Have you reviewed your digital marketing strategy lately? Have a check whether it is based on realism or optimism.

    Realism is what makes humans act sensibly and cultivate practical and real life ideas of what can be achieved. In brief, represent things as they really are!

    Optimism is what makes humans look on the most favorable side of events. In brief, makes you feel awesome, happier, having fulfilled lives! Who doesn’t want this? Everyone wants to lead an awesome life.

    Unfortunately, with regards to the success of a digital marketing strategy, a lot of digital marketers tend to project goals on the basis of sheer optimism. Digital Marketers should embrace Realism instead of Optimism. Let’s understand why realism is the secret ingredient for a digital marketing strategy.

    There is no harm in being optimistic about performances and delivery, as this gives us the zeal to achieve goals, but on the contrary, being optimistic makes you emotionally blind, rather than allowing you to play well with your mind. Marketing strategies based on optimism might lead to under delivery and eventually unhappy clients as one might prematurely simplify digital marketing plans, efforts and outcomes and deviate from real facts and figures. In the process, a lot of important warnings might get neglected which can be dangerous in the long run. Forecasts and deliverables should invariably be based on realistic figures.

    Let’s take an example:

    You just bagged a branding campaign, with objectives to increase the brand awareness by 50% and traffic on their website by 70%. The timeframe to deliver the campaign is 3 months. Your visual designing team has created some very attractive display banners with compelling messages, which you think people will go nuts over. I mean, how could users not recall and click on your digital ads? (Yeah, here you go! Overly optimistic)

    Based on your optimism, you communicate the deliverables to the client. The campaign is set and the ball is rolling, but soon you discover that only half of the targeted numbers for the month show up in the reports. Your forecast and the reports are misleading. So, what went wrong? Let’s figure out.

    • Relevant audience actual count was not considered when numbers were derived.
    • Assured of attractive creative (display banner) deliverability.
    • Small advertising budget was not feasible enough to deliver the campaign.

    Checkpoints:

    • Be realistic and close to actual numbers when forecasting campaign goals.
    • Take insights from previous campaigns and customer experiences.
    • Always consider A/B testing before being over confident about one particular digital marketing strategy.

    How to be realistic:

    Over-commitment and an unrealistic figure can lead to client dissatisfaction. You need to be very careful when drafting your campaign goals. But, how do we attain the realistic goal? Here we go, (In reference to above example)

    a. List down the focused channels to run the campaign. Considering display marketing, let’s decide on the high impact innovative ad formats that should be appropriate for your branding campaign. Brand Recall as high as 50% by using high impact ad units. Say for example you can choose from these options;
    i. In-image
    ii. In-screen
    iii. GDN Ad Formats – Google Display Network

    b. Find out the precise count of relevant audiences that you have from your audience repository; this defines part of your reach. And rest can be pulled from GDN noting the advertising budget.

    c. State CTR based on past trends for each Ad Format. Now, you have the reach and CTRs in place. Hence, we know the traffic that we can deliver. That was easy! Isn’t it?

    d. Next step is measuring brand awareness, which is more of a qualitative parameter than quantitative. The best way to determine brand awareness is by asking the viewers/ clickers if they remember seeing the specific brand’s ad. If numbers in the first month don’t look that promising, the campaign settings can always be tweaked in terms of budget, ad channel and creative used, for the coming months. You shouldn’t be disheartened and pull the plug off soon.

    Grab your clients’ attention by promising delivery, backed by real numbers and not just your optimism. To execute a realistic and performance driven digital marketing campaign you need to find the right digital technology partner with the expertise to run digital campaigns via multiple delivery channels.

    Benefits:

    • Less chances of a catastrophe if you are close to reality.
    • High chances of achieving the final deliverables.
    • Happy clients, in return unshakeable client loyalty.

    Now you know how to keep your clients satisfied and loyal, by being realistic. We have won million hearts by using this secret recipe Secret ingredient for digital marketing strategy, Realism or Optimism

    To create some realistic digital marketing campaigns contact us.