Article | July 16, 2020
To ensure a strong customer experience for all your marketing initiatives, it’s important to take a couple of steps backward to move forward. Building a strong foundation of customer-centric messaging, content development, campaign design, and channel distribution requires investing time and resources into three essential steps: buyer persona development, customer journey alignment, and conducting a content audit.
Article | March 15, 2020
Exploiting the immense potential of artificial intelligence to excel in business is no longer a far-fetched pipe dream. Many companies have already discovered this, and as technology advances at a rapid rate, it’s clear now that machine learning and marketing go hand-in-hand. In this age, to do one without the other is a mistake no business can afford, not if they want to remain competitive. Data insights are more valuable than ever before, enabling for better customer engagement. It comes as no surprise that there is an increased reliance on data. Gartner research projects that more than 75% of companies will invest in big data in the next two years.
For businesses today, being able to anticipate customer behavior is key to optimizing marketing campaigns. In this article, we’ll explore just how machine learning can help companies improve and enhance their marketing efforts.
Article | July 19, 2021
What are the significant differences between native ads and display ads,and how do different businesses utilize each type? Get all the answers in a detailed, concise, and systematic manner.
Businesses have various options to advertise their product or service that helps to attract the audience’s attention and boost engagement. Two of the most preferred, prominent, and globally adapted methods are native ads and display ads.
But, the time has changed, and the popularity of native marketing has increased compared to display advertising. So, let’s discover the key differences between both and find out why marketers have shifted towards native ads.
Native ads are designed to look, appear, and function as the original content of the website. Native ads amalgamate with the website content without confusing the viewers from the original content and increase the possibilities of getting a click. Sponsored content and promoted content are excellent examples of native ads.
Native advertising is less intrusive than traditional ads that help inproducinga high click-through rate (CTR) and increase conversions. It provides an excellent opportunity for innovative exposure, which users enjoy without any complexities. Native ads boost your marketing strategy and gain consumer trustquickly.
Types of Native Advertisements
Here is the most prevalent native ads type that marketers utilize to achieve native advertising objectives.
Paid Search Ads
In-Ad with Native Element Units
Survey about Native Advertisements
According to a study, website visitors looked at native ads 53% more frequently than display ads.
25% of visitors remember seeing native ads whereas, for display ads, it is 20%.
Native ads register a 9% higher lift for brand affinity and an 18% lift for purchase intent than display ads.
Native ads receive 53% more views than traditional display ads.
Two out of three Generation X and Z consumers trust branded content more than traditional advertising.
US native ad spend expected to increase by 21% in 2021 to a value of $57 billion.
The native advertising sector is predicted to grow to $400 billion by 2025.
Native advertising is the second-best top-performing channel for video campaigns, according to US publishers.
Native ads recommendations are 27% more trusted than social ads.
Native ads create an 18% increase in purchase intent.
Display advertising is a strategy of attracting a website's audience, social media platforms to make a particular move. These are often comprised of text-based, picture, or video ads that motivate the user to click a landing page and take action. These ads usually appear in different shapes and sizes that can be presented inseveral formats. It shows that it helps in selecting the style and formats of the ad. In addition, its visually alluring quality makes it unique and assists in building brand awareness.
With the help of the Google Display Network, you can access numerous sites and target the right audience by adding ads on appropriate websites. You can track clicks and conversion through Google Ads or Google Analytics for more granular performance. It also allows for remarketing opportunities and helps in familiarizing your target audience with your brand. Display advertising is relatively cost-effective comparatively other advertising channels such as radio, television, etc.
Types of Display Advertisements
There are various kinds of displays ads that helpcapture the target audience's attention, and drive conversions. Let’s take a look at some common kinds of display ads.
• Discovery Ads
• Social Ads
• Retargeting Display Ads
• Responsive Display Ads
• Traditional Display Ads
Survey about Display Advertisements
• 33% of internet users find display ads completely intolerable.
• The average click-through rate for the Google Ad Display Network is 0.46%.
• Responsive display ads are used more than images.
• 43% of PPC marketers say display ads are their least effective channel – yet 84% of marketers are still investing in display ads.
• The most popular display ads are “banners and others,” which includes native ads and social media ads.
• This 2019, 83.6% of U.S. digital display ad dollars will transact programmatically.
• Internet display advertising will be 21.3% of the total global ad spends by the end of 2021.
• Total display ad spend expected to hit 177.6 billion globally.
• The global Programmatic Display Advertising market size is projected to reach USD million by 2027, from USD million in 2020, at a CAGR of % during 2021-2027.
It has become the subject of debate which advertising is superior and beneficial. Both advertising strategies are practical, and result-driven dependingon marketing objectives and how you utilize them. You can go with native advertising if you want to execute a creative and resourceful campaign for your business.Native adswill perform better if you know your target audience can easily be found on different sites, and the same native ads would reach them all. In addition, if you involve native ads in your marketing strategy, it enhances loyalty to your brand and convinces people to share the content with their friends and colleagues.
On the other hand, display ads can be productive, and profitable if you want to experiment and optimize for better performance in the future.Furthermore, display ads are undoubtedly powerful if your campaign goal is retargeting. You can benefit from ad networks which make the phenomenon of placing ads on various sites faster and easier.You can also reach several market segments that don’t go to the same online destination by implementing a display advertising strategy.
Unquestionably, you can implement both strategies. However, it depends on the business to choose which marketing strategy is best for your campaign and give maximum results to reach your objectives. Just make sure you are aware of the benefits and drawbacks of both advertising strategies before selecting.
Frequently Asked Questions
Are native ads better?
The effectiveness of native ads depends upon your business objective. However, it does wonders for marketers in lead generation and hasa click-through rate (CTR) which is eight times higher than for display ads.
What are the top three features of native ads?
Native ads help avoid banner blindness, meet the audience's requirements, and keepthe transparency of the ads maintained.
Are display ads effective for B2B business?
Of course, with the proper implementation of display ads,B2B businesses can boost their leads and experience profits.It also allows the marketer to stamp the market with its creative alternatives like interactive displays, videos, etc.
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Article | February 10, 2021
It’s common for brands to become stagnant, rooted in their ways and too set on a specific course which restricts their ability to adapt to change. It is the classic example of the “That’s the way we do things around here” mentality.
But over time, competition increases, markets develop and consumer needs shift. Consequently, very few industries have remained static over the past year let alone the last decade, which has created an urgent need for businesses to evolve.
This notion is backed by Matthew Hayes, Managing Director of Champions (UK) plc, a strategy-led growth agency in the brand, digital and communications space. In this piece, he explains how digging up a business’ roots can actually help sow the seeds for a successful future.
Letting go of your roots
Resistance to change is one of the greatest barriers to a business’s long-term success. This resistance is often the result of a business becoming too attached to its roots, which can sometimes be so deep that they begin to act as an anchor, weighing the business down rather than enabling its growth.
These roots can be categorised as values, goals and characteristics of a business that define how it operates, the messages it communicates, the way in which it conveys them, as well as how consumers perceive the brand.
But as times change, it is common for business roots to become outdated and unsuitable for the current commercial climate. And as a result, businesses begin to face difficulties in keeping customers engaged and in turn, achieving a profitable financial return. To see this in practice, we only need to look at the demise of some the biggest named brands in recent times.
For example, the Arcadia Group is one of the latest victims of digital transformation, a trend that has been gradually impacting the retail space in recent years, and that has only accelerated during the COVID-19 pandemic.
The digital shift has been led due to the need to meet changing consumer expectations and behaviours, with online sales are increasing year on year, and even more customers are expected to be shopping with a digital-first perspective following the pandemic and its related disruption.
Instead of responding to the change in the market and embracing online opportunities, businesses operating as part of Arcadia Group continued to do things as they had always done. And it was this lack of focus on their digital offering, particularly when compared to competitors such as PrettyLittleThing, boohoo and Asos, that ultimately resulted in their commercial downturn.
Although not so great for the individuals effected in the process, the case offers other businesses a vital lesson in the importance of letting go of outdated roots and adapting to change.
Taking a risk
But due to the deep-rooted nature of such characteristics, there is a perceived risk involved with letting them go. It’s understandable as it will no doubt involve a significant change to business as usual. But, any risks can be mitigated if businesses take a strategic approach in their decision to make change.
For instance, by undertaking branding exercises, such as a brand audit and the formalisation of a value proposition, stakeholders can gain an in-depth understanding of the business’s current position, its offering and their consumers’ expectations, through the creation of audience personas and its market via detailed industry insights and competitor analysis. From here, there will be a clear view of which aspects are not appropriate for the current commercial landscape, and where there will be opportunity to enjoy the fruits of your labour once change has been implemented.
Once a new proposition has been established in theory, it then needs a detailed project plan to role it out in a practice, combined with an effective communications strategy. Taking a look at an example from our own experience. We rebranded Delta Global, a packaging provider for luxury retailers that, at the time, was doing great things with regard to innovation, technology and sustainability but was failing from a branding perspective to communicate its capabilities in those areas.
Our branding exercises helped to redefine the business’s values, creating a four pillar model that communicates them much more clearly. Formed of innovation, sustainability, luxury and ecommerce, clients and stakeholders can now, at a glance, understand exactly what the business does and how it does it.
And to ensure the business and its position only benefited from the activity, it was complemented with a robust communications strategy. This gained the brand exposure in industry-leading titles, including Forbes, WWD and The Sunday Times, as well as a greater presence across social media channels.
This helped mitigate the risk of unsuccessful change through use of effective communication targeted at new audiences, existing customers and internal stakeholders, who now understand the new direction but also be on board with it.
Is change always necessary?
In short, no. Change for the sake of change can actually be just as damaging to a brand as staying consistent. This is because sometimes, the deep-rooted characteristics of the business form a vital part of the audience’s understanding of the brand and its offering.
This might include family-run business values or branding elements that are connected to the location a business was founded in, for example. Often, it’s unlikely that these elements will be hindering the business’s growth potential, but are instead, adding value to it by acting as a USP and differentiating it from the competition.
However, in these cases, while the message does not need to change, the way in which it is communicated might, as often, it is the methods of message delivery that become outdated. For example, this might mean making better use of online marketing channels such as social media, content creation, SEO and email promotions to support both online and offline activities.
It’s all about making well thought out changes in order to remain relevant, rather than constantly altering your messages and offerings, which could actually cause confusion and disconnect between the brand and its consumers.
Ultimately, businesses need a solid footing upon which they can build on. But while these foundations are important for business growth, like a tree’s roots, some often go off at a tangent and become stuck in the past, anchoring the brand to where it used to be rather than allowing it to move forward into the future.
Put simply, if you don’t evolve, you die.