Article | March 4, 2020
Ads, AI, and social media have become the holy trinity of sales. Perfecting all three will help you become an unbeatable sales master whose path leads only to excellence. The road can be bumpy when you’re just starting out, but even the greatest masters were once apprentices. Patience, resilience, drive, and the following tips will help you reach your goals and supercharge your sales. There are numerous tactics for boosting sales, some more effective than others. Unless you’re just starting out, it’s safe to say you’ve already used some tried-and-true methods to keep your sales high. But times are evolving; new technologies keep emerging; consumer behavior and needs keep changing; all this is pushing you to transform as well.
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 | 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 | July 14, 2021
In this article, Nate Burke, CEO of Diginius, an expert provider of digital marketing solutions for ecommerce and online businesses, explores how brands can boost affinity through customisation and personalisation tactics in the digital age.
How many of us remember walking into a holiday gift shop when younger (and before a global pandemic put a stop to the H word), and eagerly searching for a fridge magnet, mug or pencil inscribed with our name?
Personalisation is a tactic brands and businesses have been using for years to hook us into their offerings. The idea is, as consumers, we forge stronger attachments to products that appear to have been created for or tailored to us, personally. For businesses, encouraging these deep connections with customers results in loyalty and greater lifetime value.
In theory, the formula is simple. But in reality, success requires so much more than printing a name on an everyday household object. Instead, brands must allocate large amounts of resources to really understanding their customers, and then develop offerings that suit.
Fortunately, the internet provides a more efficient and effective way to personalise offerings on a mass level. And as a result, we’ve seen the rise of businesses, including Moonpig, Getting Personal and Funky Pigeon, which offer customers a service to personalise common gift items, in order to create something with greater meaning and significance for a loved one.
However, in this day and age, customers have, what seems like, an unlimited choice of options when it comes to personalised products - think those mentioned above, as well as etsy, Not on the Highstreet and the numerous photo printing and engraving services offered by the likes of Boots, Asda, H.Samuel, Next and so many others. Therefore, for personalisation to really be a differentiating factor for your brand, tailoring must go far beyond the surface level of a product.
Everything from the brand experience, content and functionality of the final product or service needs to be designed and developed with each individual end user in mind.
But again, the internet offers its hand in this sense too. Essentially, businesses with digital offerings also have data and insight at their fingertips, which can help them to better understand who their customers are and what it is they want. With this information, brands can begin to personalise the way in which they communicate, interact with and cater to their customers in order to evoke a greater feeling of connectivity.
For example, personalised digital marketing tactics, such as including first name fields in email campaigns, have proven to generate greater click through rates than those without. Clearly, tailoring this small part of an email by ensuring such information is collected and stored in your address database can have a significant impact on the success of your activity, soon outweighing any additional work or effort required to implement the change.
Similarly, pay per click advertising (PPC) can benefit from personalisation, particularly if ads are targeted using users' individual preferences and characteristics. While PPC management can be a time-consuming task alone, and personalisation only adding to the load, there is a strong case for the use of a software solution that can help you collect and analyse data, and then automate activity accordingly. As well as saving time, the marketing tactic also becomes much more efficient, by lessening the budget being wasted on ineffective leads. With ads more likely to be shown to users with a greater chance of clicking, as their data suggests a strong interest in your offering, there is opportunity to improve click to conversion rates, too.
Again, this all sounds good in theory, but a data-centric approach presents further challenges in terms of knowing what information to collect, and then interpreting it in a way that is accurate and useful to the business. For instance, businesses operating across various sales channels may face difficulty collecting data that is representative of its multiple customer segments. Its online customers are likely to be different to its in-store ones, and so an offering that is personalised to the latter, is not guaranteed to feel equally as customised to the former. Or vice versa.
This is another area in which technology can help. Platforms, such as VTEX, offer businesses a way to collect and centralise data across all channels. With all this information in one place, it is possible to draw meaningful and accurate insights to inform personalisation decisions.
However, personalisation, in its fundamental form, is all about being human and emotive in your approach. It comes down to understanding the intrinsic values of your customers, and placing these at the centre of your offering to develop meaningful connections. Data and technology, therefore, can only help so much. Alongside this, there needs to be human input, which can come from your experience and expertise of your market and consumers.
For example, in more recent years, we’ve seen brands give more thought to mass marketing opportunities on special days and events, such as Father’s Day. While data and technology can help you create a personalised email to promote gift ideas for an event which the majority will be celebrating, a human approach will tell you that many of your customers may prefer not to see messages associated with the occasion. As a result, we see pre-campaign eshots that give warning and opportunity to opt out of communications associated with the event.
By combining both technology and human instinct in this way, offerings become that much more personal and effective at boosting brand affinity. And that is where there is a real sweet spot when it comes to differentiating your personalised offer from the next, especially as the ecommerce market becomes ever more saturated with competitors.