Be Smart: Meet Consumer Demand for Real-time, Relevant Information

| August 24, 2016

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We live in an age where just about any new tech innovation is categorized as smart – smart phones, smart homes, smart TVs, smart watches, etc. Consumer adoption of these gadgets continues to escalate with no slowdown in sight.  “Smart” products are synonymous with being connected.  But it’s not just about being connected to the internet.  It’s about the information these products provide the user and the interactions they create between consumers and brands – connections that were once unimaginable. In this day and age it’s imperative that marketers reach the right user with the appropriate message at the best time and place during the user’s day.

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Derse is a complete face-to-face marketing agency with a smarter approach to building client sales and managing their trade show, marketing environment and event programs.

OTHER ARTICLES

Introducing the New 3Q Values

Article | August 18, 2020

When I first joined 3Q in the fall of 2019, we had a set of company values that had been in place for over five years, through an acquisition, a company buy-back, a major growth investment, and rapid expansion into a company with 10 locations, including Dublin and Singapore, and over 300 employees. To put it mildly, some renovations were in order.

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Insightful Native Advertising Statistics of 2021

Article | July 29, 2021

The term “native advertising” was first mentioned a decade ago and has gained huge popularity because of its usefulness. Marketers have adapted native advertising to accomplish their business objectives. The native advertising sector is predicted to grow to US$400 billion by 2025 as it is increasingly becoming popular ranging from being found on your favorite publisher sites to your favorite social channels. Digital advertising is a vital marketing tool for approaching and engaging target audiences. But as people become more sophisticated in discovering and interacting with content, native advertising provides businesses with an innovative and new way to get their message out. What Is Native Advertising? Native advertising, also known as sponsored content, is a type of advertising that creates ads that are cohesive with the page content, blended into the design, and are consistent with the platform behavior that the viewer feels the ad belongs there. Native advertising is less intrusive than traditional ads. It assists in producing a high click-through rate (CTR) and boosts conversions. It delivers an exceptional opportunity for innovative exposure, which users enjoy without any intricacies. Native adsenhance your marketing strategy and gain consumer trust rapidly. Kinds of Native Advertisements Businesses have turned to native advertising to promote their brands because of their efficacy and attractiveness. It is divided into various distinct categories. Here are some common types. Promoted Lists In-Ad with Native Element Units Custom Ads Content Recommendation Engine Widgets Paid Search Ads Native Advertising Statistics These native advertising statistics, with their significant benefits, will help you understand how to execute native advertising appropriately. It has been proven to be an impactful strategy adapted by renowned brands. So, let’s take a look at the best native advertising statistics. Native Advertising with Its Unstoppable Growth Retargeting and effective targeting is the vital components of the native advertising growth rate. Retargeting is getting more recognition, as people will return when interested in the product or service provided by the brand. It gets 76% more clicks when compared to regular display ads. A survey conducted by Time Inc. found that GenX, GenZ, and millennials, trust branded content more than traditional ads. GenZ is more receptive to custom content as compared to traditional ads. 90% of the young audience of the internet are from GenZ, Millennials, and GenX. Native Advertising Revenue Approximately 90% of publishers saw native ad revenue increase in Q1. According to an e-market report, US advertisers spent US$43.90 billion for native display ads in 2019, with a 24.6% growth every year. By the end of 2021, native advertising revenue will increase by 46%. According to research done on publishers in the US, direct traffic generates 17% of revenue, accounting for 14% of ad impressions. Native Video Advertising Statistics Numerous studies and anecdotal evidence point towards native video advertising, which is significantly higher than some other advertising formats, such as pre-roll ads. Live streaming is one of the formats which is attracting much interest at present. According to Mark Zuckerberg, Facebook video has been trending and has become an essential factor of a company’s growth. By the end of 2020, 80% of all internet traffic is accounted for native video advertising. 5/5 ad campaigns had a higher brand lift for native videos. Native video advertising is 530% more engaging. 86% Facebook Audience Network Impressions are fromnative ads. The effectiveness seems to have impacted usage, as Facebook native ads take the majority share (89%) of the overall video content on the site. Consumer’s Perspective towards Native Advertising These crucial native advertising statistics indicate its impacts on consumers’ purchase decisions. Marketers consider it the top of the funnel and bottom of the funnel approach, which plays an essential role throughout consumers’ entire journey, including awareness, ad recall, and purchase intent. In a survey, 54% of the respondents have said that they felt deceived in the past by clickingon the ad. Conversely, 41% of the respondents will gain trust when a trusted publisher features a trustworthy brand. 43% of the respondents will lose trust when a trusted publisher features native ads for untrustworthy brands. Some people, around 44%, couldn’t identify the sponsor of the ad they read. Almost 77% of the people did not interpret native ads as advertising. Native Advertising Statistics vs. Other Platforms When choosing the best strategy in terms of experiencing positive ROI, influencing audiences, making a robust connection with the audience, native advertising surpasses other platforms and stands out itself. 53% of consumers look at native ads more frequently than display ads. 32% of the native ads are shareable than display ads which are 19%. Native ads have a 9% lift for brand affinity when compared to banner ads. Native ads have 25% more respondents seeing in-stream native ad placements more than banner ads. Native ads are more noticeable. Native ad formats have been shown to reach CTRs of approximately 0.3%, compared to 0.12% for standard IAB ad formats. Native advertising is the second-best top-performing channel for video campaigns, according to the US publishers. Native recommendations are 27% more trusted than social ads. Native ads are 62% easier to understand than display ads and 31% easier to understand than social ads. Final thoughts Native advertising is one of the most significant, demanding, and successful tactics which delivers value across all stages of the purchase funnel. Native advertising automatically enhances your holistic approach towards your target audience. It is unquestionably advisable to consider adding native advertising into your marketing tactics. Considering the above native advertising statistics, you can take your business to the next level. Frequently Asked Questions How are the statistics used in native advertising? Native advertising statistics are used to understand sales and gain profits. It also helps to enhance your strategy and build the credibility of your brand among consumers. Is native advertising effective? Certainly, renowned brands adapted native advertising as they find it highly effective in terms of positive ROI, consumer perception, and boosting sales. These native advertising statistics will give detailed information about its benefits. What are the important native advertising statistics you should know? These are the most vital native advertising statistics for your better understanding. The native advertising sector is predicted to grow to US$400 billion by 2025. Consumers look at native ads 53% more than display ads. Native ads will account for a whopping 74% of total US display ad revenue by the end of 2021. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "How are the statistics used in native advertising?", "acceptedAnswer": { "@type": "Answer", "text": "Native advertising statistics are used to understand sales and gain profits. It also helps to enhance your strategy and build the credibility of your brand among consumers." } },{ "@type": "Question", "name": "Is native advertising effective?", "acceptedAnswer": { "@type": "Answer", "text": "Certainly, renowned brands adapted native advertising as they find it highly effective in terms of positive ROI, consumer perception, and boosting sales. These native advertising statistics will give detailed information about its benefits." } },{ "@type": "Question", "name": "What are the important native advertising statistics you should know?", "acceptedAnswer": { "@type": "Answer", "text": "These are the most vital native advertising statistics for your better understanding. The native advertising sector is predicted to grow to US$400 billion by 2025. Consumers look at native ads 53% more than display ads. Native ads will account for a whopping 74% of total US display ad revenue by the end of 2021." } }] }

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Ultimate Omnichannel Marketing Guide for 2021 and Beyond

Article | July 26, 2021

Companies with robust omnichannel customer engagement see a 9.5% year-over-year increase in annual revenue and see a 7.5% year-over-year decrease in cost per contact. Consumers are extremely comfortable and contented with omnichannel shopping. More than 89% of customers are engaged with omnichannel and the number has been increasing gradually. As a result, omnichannel marketing has become one of the vital components of advertising. Maintaining quality at reasonable prices is no longer the only aspect of a customer’s purchasing decision. Brands need to be present on all the platforms where there is a target audience.To put the consumer on priority in your strategy, you must foster optimistic, persistent, and unified experiences at every touch point along the customer’s journey. Let’s examine every aspect of omnichannel marketing to understand its significance in your business and utilize it to create an exceptional experience for your consumer and maximize your ROI. What is Omnichannel Marketing? Omnichannel marketing is a holistic approach towards the target audience by creating a brand’s presence across multiple online and offline channels. One of the most important aspects of omnichannel is that each channel is interconnected to deliver a seamless experience and connected purchase journey. Its objective is to produce superior, first-class connections that drive your customers to take action. It’s about meeting your clientele, no matter where they are or where they go, with a consistent brand identity, message, and all-around experience. A survey conducted by Harvard Business took 14 months to analyze consumers’ shopping behavior wherein they interviewed approximately 46,000 purchasers. They found 7% of the customers were only online shoppers and 20% of them were store-only shoppers. 73% of them used multiple channels throughout their shopping journey. The survey found that the more channels the consumers utilize, the more valuable they proved to the retailers. For instance, the study revealed that the consumers who use more than four channels spent 9% more in the store than those who used a single channel. Due to this, the retailers had to reconsider their customer journeys and discover new ways to acquire, engage, and retain customers through positive experiences across multiple touch points. With new marketing channels emerging, omnichannel has become the need of the hour for marketers and shift their focus from traditional marketing to omnichannel marketing strategies. Omnichannel vs. Multichannel and Cross-channel- Differences Marketers utilize these marketing channels interchangeably. After all, they seem to mean the same thing - using multiple channels to acquire, engage and retain your customers. But, there is a slight difference among all of them. So, let’s understand the differences. Omnichannel Omnichannel marketing is a tactical approach to create your brand’s presence across various online and offline channels. These communication channels are connected, consistent, and interactive, which makes the customer journey easier on all devices. In omnichannel marketing, the messages are consumer-centric that are created to convey personalized and one-on-one communication. And this unique quality attracts the customers to buy products or services. Omnichannel marketing has superseded multichannel and cross-channel in the last few years. Multichannel Multichannel marketing is an amalgamation of multichannel online and offline to get in touch with customers and put products and services at the right place and at the right time. However, these channels aren’t connected — they function in isolation and there is no exchange between them. The goal of multichannel marketing is to grow the reach and connect with the audience wherever possible. It is company-centric which delivers different messages on different channels. Cross-channel Cross-channel marketing refers to customer-focused digital marketing techniques used by marketers globally to provide their customers with a consistent experience when interacting with their brand across multiple digital channels. Cross-channel marketing is sometimes customer-centric or company-centric depending on the requirements. Omnichannel Statistics Marketers using three or more channels in any one campaign earned a 287% higher purchase rate than those using a single-channel campaign. Customer retention rates are 90% higher for omnichannel vs. single channel. 98% of Americans switch between devices on the same day. Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel. Omnichannel strategies drive an 80% higher rate of incremental store visits. Businesses that adopt omnichannel strategies see 91% higher year-over-year customer retention rates compared to businesses that don’t. Some 73% of consumers shop on more than one channel. Almost 90% of retail leaders agree that a seamless omnichannel strategy is critical to business success. 70% of internet users buy clothing and footwear online, making clothing and footwear the most purchased item online. By 2023, the global omnichannel retail commerce market is projected to grow to US$11.01 billion. Companies with strong omnichannel customer engagement will see a 9.5% rise in annual revenue. 60% of millennials expect brands to provide consistent experiences across multiple channels. Creating a cohesive customer journey across different channels is important to 86% of senior-level marketers. Omnichannel campaigns produce a 250% higher rate of purchase frequency than do single-channel campaigns. 80% of consumers say they are more likely to do business with a company if it offers personalized experiences. Challenges While Implementing Omnichannel Marketing Strategy Lack of Effective Content Strategy Content is the valuable, essential, and utmost important factor for omnichannel. A well-analyzed and creative content strategy can ensure your campaign success. Your target audience uses various channels such as social media, mobile apps, websites, etc., to interact with your brand. Therefore, you have to be extra careful while delivering messages. The quality content consists of top-notch quality, relevant information, sophisticated language, and avoid an embarrassing mistake in grammar. Improper Utilization of User Data When users interact with a brand, they leave data such as contact numbers, email ids, addresses, etc. However, brands don’t store or utilize it properly. According to Neustar, 60% of this data is outdated within two years. 37% of the people in the US alone change their contact details within a year, making your data obsolete. Brands need to contain the information in a unified system that they received from users to be utilized by the sales and marketing teams to deliver relevant offers to users. Unproductive Strategy A survey conducted by Yes Lifecycle Marketing says that two-thirds of marketing administrative at large companies found it challenging to coordinate campaigns across various channels. The study blames silos and organizational structure as one of the primary reasons for failure in implementation. If you want to make your omnichannel marketing strategy efficacious and profitable, you need to understand your customers’ requirements and plan accordingly. Placing your customer at the center of your strategy, leverage technology, putting relevant information, understanding buyer’s journey, providing vouchers, offers,a flaw-less content and systematic approach make your omnichannel marketing strategy result-driven. Lack of KPIs Measurement Four stages of a buyer’s journey- awareness, engagement, conversion, and delight are much more valuable and play acrucial role in marketers’ lives. Marketers have to ensure that the entire journey delivers a constant experience to the buyer. While marketers measure the campaign’s overall effectiveness, they fail to measure the KPIs at every stage of the buyer’s journey. This averts the marketer from deriving meaningful insights about each stage of the journey posing a challenge in improving the experience for the customer. Marketers need to evaluate the campaign at every stage instead of evaluating the results for the entire campaign. Create an Incredible Omnichannel Marketing Strategy You can make your omnichannel marketing strategy unparalleled, persuasive, and goal-oriented by just following these substantial steps. Know Your Customer Better Before executing your marketing plan, you must be aware of your target audience. Who they are? What are theirs need, their age, demographics, etc? Only then will you be able to design relevant campaigns for your customers. It doesn’t matter if you reach your target audience online or offline — it’s vital to express the unique value proposition (UVP) you provide. In addition, your UVP must be tied to a solution to their problem. Quality Maintenance Do you want your target audience to visit your website and experience your product or service? If so, you must create an omnichannel experience that shows your expertise in your field. You need to maintain the quality of the content you are delivering your audience whether it is video, gifs, or other content forms. It should be pertinent, valuable, and easily understandable. Evaluate Each Channel In omnichannel, it is essential to analyze each channel’s performance. It helps to understand your marketing approach in a better way. You need to find how many channels are performing well and eliminate the channel that does not respond to your business objectives. Put the Customer at the Centre Undoubtedly, your objective is to sell your product or service, but your customer should be your utmost priority. You need to discover a way where you can enhance the engagement of your customers with your brand. Creating interesting puzzles, asking advisory questions, sharing fun facts, etc., shows that you are involving your target audience and giving them a value that helps build your brand. Woo the Audience with Offers Most marketers introduce vouchers or some interesting offers to woo the customers. For instance, you can create a campaign where you can ask some interesting questions and provide a reward. This tactic initially helps your brand to gain a maximum audience. Once you have most visitors to your website or other channels, it becomes easy to hold on to audiences. Significant Omnichannel Trends in 2021 There are many significant channels that can help you to scale your business. Here is the list of some prominent channels. Artificial Intelligence Augmented Reality Social Media (Facebook, Instagram, Twitter, Youtube, etc.) Email Marketing Video Blogger Final Thoughts Some marketers might question whether omnichannel marketing is worth it or not. Well, thorough researched data, relevant and valuable information, important marketing channels, and knowing your customers’ requirements are the key factors that make your omnichannel marketing strategy influential. It helps in every aspect. Appropriately implemented omnichannel marketing boosts your sales and conversions, builds robust connections with your customers, and enhances your brand affinity. This omnichannel marketing guide will help you to find concise and comprehensive information. Frequently Asked Questions What is omnichannel marketing? Omnichannel marketing is a holistic approach towards the target audience by creating brand presence across multiple online and offline channels. Why is omnichannel marketing important? Omnichannel marketing superseded other marketing strategies to boost sales and conversion, build strong connections with customers, and provide high ROI. Read the above omnichannel marketing guide to understand its importance. What tools are needed for effective omnichannel marketing? Artificial intelligence, augmented reality, social media integration, e-commerce website, secures payment gateways are valuable tools to make omnichannel more effective and result-driven. { "@context": "https://schema.org", "@type": "FAQPage", "mainEntity": [{ "@type": "Question", "name": "What is omnichannel marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Omnichannel marketing is a holistic approach towards the target audience by creating brand presence across multiple online and offline channels." } },{ "@type": "Question", "name": "Why is omnichannel marketing important?", "acceptedAnswer": { "@type": "Answer", "text": "Omnichannel marketing superseded other marketing strategies to boost sales and conversion, build strong connections with customers, and provide high ROI. Read the above omnichannel marketing guide to understand its importance." } },{ "@type": "Question", "name": "What tools are needed for effective omnichannel marketing?", "acceptedAnswer": { "@type": "Answer", "text": "Artificial intelligence, augmented reality, social media integration, e-commerce website, secures payment gateways are valuable tools to make omnichannel more effective and result-driven." } }] }

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How to build brand authenticity using customer-generated content

Article | February 13, 2020

Making quality customer-generated content is one of the best strategies of your computerized advertising procedure. On the off chance that you make applicable content for your site pages and other content distribution platforms, it can channel more traffic to your site and increase conversion rate. Viable content creation encourages you to get qualified traffic from a natural hunt, promotions clicks, and backlinks. The following are ways of using customer-generated content to build your brand.

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Derse is a complete face-to-face marketing agency with a smarter approach to building client sales and managing their trade show, marketing environment and event programs.

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