You are here: Home » MediaPost

Upcoming Events
Event Date Location

Mobile Commerce World

 06/24/2013 - 06/26/2013 San Francisco CA

CIO/CMO Agenda

 06/26/2013

2012 ANA Digital & Social Media Conference

 07/15/2013 - 07/17/2013 Dana Point Ca

OMMA Premium Display

 07/23/2013 Los Angeles CA

OMMA RTB

 07/25/2013 Los Angeles CA

Digiday Exchange Summit

 09/18/2013 - 09/20/2013 Austin TX

Digiday Exchange Summit

 09/18/2013 - 09/20/2013 Austin TX

Ad Week New York

 09/23/2013 New York City NY

OMMA Display

 10/01/2013 - 10/02/2013 New York City NY

Digiday Agency Summit

 10/22/2013 - 10/24/2013 Miami FL

advertising-marketing

Subscribe To Latest Posts
Subscribe
Sort Posts By:

Smartphones and Tablets, Though Mobile, Require Separate Ad Approach

May 15th, 2013

MediaPost

According to an industry analysis by Adobe Digital Index, mobile devices have changed the way consumers interact with businesses, making an understanding of the trends, strengths, and weaknesses of both tablets and smartphones important in serving mobile customers. Another perspective in the ongoing and growing interest in mobile marketing and advertising. In just three years, says the report, tablets have overtaken smartphones in the amount of traffic they drive.

Tablet versus smartphone growth

•           Globally, websites are getting more traffic from tablets  than smartphones

•           Internet users view 70% more pages per visit when  browsing on a tablet vs. a smartphone

•           While tablet and smartphone consumers are both mobile users tablet users actually behave more like PC users in the way they  browse and engage

Read more… 

Categories: Mobile Research | Tags: , , , , , , , , , , , , , , , , , , , , , , , ,

Maximize Content: Search, Social, Syndication

May 7th, 2013

MediaPost

In today¹s complex digital landscape, a solid content strategy won¹t see success without three core components: search, social and discovery. Many companies focus on just one or two areas without considering how individual tactics can be integrated into one overarching content strategy. It won’t be enough to get your content the exposure it deserves if only one area is emphasized.

Whether it’s time, resources, or budget, investments need to be made in each area, and departments need to be on the same page.

Search Optimization

Since the inception of search engines, Internet geeks have explored innovative ways to optimize their content to be seen in expanding search engine results pages by people who were looking for it.

For a long time the SEO conversation was focused on how to optimize through keywords, backlinks, and crawl-ability. While many of the foundational philosophies are still valid today, most of the tactics have changed with search engines cracking down on shady SEO practices and the introduction of social media. People are still performing searches, but the results are a more complex and the users are smarter.

Continue reading… 

Categories: Digital Media Blog, Social Media Blog | Tags: , , , , , , , , , , , , , , , , , ,

Shifts Of Change: The New Email Paradigm

March 25th, 2013

MediaPost

Having observed the email marketing industry the last 15 years, I’ve come to the conclusion that our beloved channel is entering its next phase: adulthood.

Although I foresee no really revolutionary changes that would immediately disrupt email marketing, several shifts are happening now that require your attention and action.

If not, your company could get passed up by more forward-thinking and nimble competitors, leaving significant revenue on the table, under-serving customers, and undercutting your other marketing channel.

These shifts are helping to create a new email-marketing paradigm with six essential buckets of ideas:

Deliverability: From obstacle to competitive advantage. Smart email marketers recognize that everyone is dealt a pretty level deliverability playing field. So, rather than bemoaning ISPs, blocklists, spam traps, etc., they are becoming proactive and deploying practices to stay ahead of competitors in inbox placement

Continue reading… 

Categories: Digital Media Blog | Tags: , , , , , , , , , , , ,

Should CMOs Own Digital Strategy? Maybe Not

March 15th, 2013

MediaPost

When it comes to setting up the best digital structures for their businesses, marketers should just give up on finding the ideal solution. A new analysis from Forrester shows that many brands spend too much time dithering around with digital organization charts — and in doing so, miss out on key opportunities.

Besides, the report concludes, the most important thing is making sure that digital accountability and ownership reside in the part of the company most affected by the digital disruption. In some organizations, writes Forrester analyst Shar VanBoskirk, that may be the CMO. In others, it may be the chief sales officer or chief digital officer. And in others, it should be the executive in charge of product development.

At a time when they should be entirely focused on new ways to woo and win customers, “most current digital organizations are too tactical to create competitive differentiation,” she writes. What matters most are how well the three key digital functions — strategy, governance, and execution — do, not any specific organizational model.

The report, called “How to organize for the digital future,” is based on interviews with 15 companies. “The digital economy is no longer about doing something old — such as selling or promoting products — in a new way,” she writes. Surviving the digital disruption requires using interactive marketing capabilities “to become customer obsessed.”

Read more… 

Categories: Advertising & Marketing Blog, Digital Media Blog | Tags: , , , , , , , , , , , , , ,

Many Marketers Lacking Mobile Strategy

March 12th, 2013

MediaPost

Despite words to the contrary, many brands are jumping into the mobile world without any real strategy behind what they’re doing and why.
According to new research from mobile consumer research company Kontagent and Econsultancy, more than two-thirds of companies do not have a defined way of determining whether the mobile experiences they’re creating for consumers are effective, and only a third are tracking the performance of their apps.

“Mobile is a different animal than the traditional, PC-based Web,” Dan Kimball, chief marketing officer for Kontagent, tells Marketing Daily. “It’s a whole new ball game. What [brands] are having trouble understanding is mobile is not just sitting at a PC. It’s on the go. It’s always on.” The result, Kimball says, is that many companies have developed mobile marketing programs because they know they need to have one, rather than having stopped and thought about what they want to achieve with those programs.

Continue reading…

Categories: Mobile Blog, Mobile Research | Tags: , , , , , , , , , , , , , , , , ,

Targeting and Measurability Most Important Benefits of Online Advertising

February 7th, 2013

MediaPost

According to a new Marin Software study, conducted by Forrester Research, marketers are using online advertising to drive revenue outcomes, but face challenges without ample visibility into key performance metrics. The study suggests that advanced ad management programs can help advertisers scale ad programs, enable insight into data, offload operational headaches and improve program performance.

Key findings of the study show that advertisers value online advertising because it’s flexible, targetable and drives immediate revenue outcomes. 83% of respondents are already held accountable for revenue outcomes; 79% say that driving revenue is a primary objective for online initiatives. 74% look to technology to ameliorate problems.

View the charts

Categories: Advertising & Marketing Research, Digital Media Research | Tags: , , , , , , , , , , , , , , , , , , ,

Samsung Tops In Brand Engagement, Loyalty

February 6th, 2013

MediaPost

Editor’s Note: This week, Marketing Daily brings you exclusive coverage of the Brand Keys 2013 Customer Loyalty Engagement Index (CLEI). Each day, expect a full report on key product/services categories from among the 54 surveyed for this year’s study, including automotive, electronics, retail and technology. This second installment covers electronics, telecommunications and entertainment. 

Move over, Apple — there’s a new brand dominating loyalty in the world of consumer electronics.

Samsung, which has scored well in previous years, is now the leader in most of the categories in which it competes (as measured by Brand Keys’ 2013 Consumer Loyalty Engagement Index). The Korean electronics giant comes out on top of the laptop computer (tied with Apple), flat-screen TV and smartphone categories, and was number two among home printers and tablets.

“This is a big turnaround,” Robert Passikoff, Brand Keys founder and president, tells Marketing Daily. “Samsung was always strong, but this is a bit of a switchover. It was a surprise. I guess it shouldn’t have been. I’ve been watching their advertising, and I thought it was really good.”

Continue reading… 

Categories: Advertising & Marketing News, Advertising & Marketing Research | Tags: , , , , , , , , , , , , , , , , , , , ,

Dare to Be Surprised in Digital Video Advertising Trends for 2013

January 29th, 2013

MediaPost

In the past year, we’ve seen the greater awareness (and, consequently, media spending) devoted to digital video, mobile, programmatic buying and selling of ad inventory, and social media take off in manners and volumes most of us wouldn’t have predicted. There’s no such thing as the status quo in rapidly growing technologies and media channels, and in 2013, records will be broken, and outmoded models will crumble. Here are 11 ways we predict the digital marketplace will really change in 2013.

- Video RTB revenue will exceed Forrester expectations. Sure, we have an affinity to this, but Forrester has predicted RTB video spending will grow from $387 million in 2012 to $667 million in 2013. This might sound like huge growth, and it is, but it’s conservative given the conversation about programmatic buying and selling is picking up.  RTB is a big part of programmatic in video. If people were surprised by the statistics around the rise of online video consumption in 2012, 2013 will be even more of a shocker. RTB in video will be lauded for its abilities to monetize video content and give brands the reach they desire.

Continue reading… 

Categories: Digital Media Blog | Tags: , , , , , , , , , , , , , , ,

Email Driving Cross Channel Integration

January 24th, 2013

MediaPost

According to the Experian Marketing Services market survey addressing email acquisition and engagement tactics, 44% of total opens occur on mobile devices; 52% of marketers have used animated gifs in their email campaigns; marketers are seeing strong survey completion rates, regardless of offer; email is a strong performer as a generator of both website traffic and revenue; email marketers are testing subject lines and creative more than any other factors; 78% of brands use sales associates to collect email addresses.

Email marketing continues to be the hub and a driving force in cross-channel integration, says the report, as marketers’ email strategies act as connectors to Website, mobile, social and in-store channels. The study surveyed email marketers across eight verticals about their email-marketing initiatives.

Peter DeNunzio, general manager at Experian Marketing Services CheetahMail, says, “… more email marketers (are) testing new engagement strategies to expand their reach into other marketing channels… (as) a spearhead… towards true cross-channel optimization…” The continued efficacy of email marketing makes email address acquisition a prime tactic for high return on investment (ROI). Today’s email marketers are using multiple channels to acquire new subscribers. Key findings show that:

Read more… 

Categories: Digital Media Research | Tags: , , , , , , , , , , , , , , , , ,