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LinkedIn Ad Services & B2B Marketers Turn to Digital

IDG Connect 0811 LinkedIn Ad Services & B2B Marketers Turn to Digital

In this week’s marketing news roundup I will be focusing on LinkedIn’s new B2B ad services and B2B marketers turning to digital.

LinkedIn Launches B2B Ad Services

Last week LinkedIn launched two new ad products, Lead Accelerator and Network Display. These allow B2B brands to search for sales leads and place ads across various websites as well as its own. The professional social network has partnered with AppNexus to deliver ads based on LinkedIn data not only on LinkedIn’s site and apps, but a network of 2,500 of other business-focused websites.

This announcement follows LinkedIn’s recent acquisition of B2B marketing platform Bizo. The acquisition, which cost the social media company $175 million, looks like it has been busy with its new toy as it’s set to take on the advertising world.

linkedin lead accelerator product image 1 1002x625 LinkedIn Ad Services & B2B Marketers Turn to Digital

Source: Marketing Week

The Lead Accelerator product allows brands to place a pixel on their websites, which uses cookies to identify LinkedIn users so advertisers can get a better understanding as to the types of people visiting.  This captures missing details of professionals who have visited brand websites by overlaying anonymised LinkedIn data over the brand’s site traffic.

To reach these users, LinkedIn’s Network Display will use its targeting insights to retarget visitors to third party websites and on its own platform. This will allow marketers to deliver relevant content to the right audience.

It seems this is just the beginning of LinkedIn’s expansion into the B2B marketing space. With these type of offerings and access to 347 million professionals, LinkedIn’s positioning looks promising.

Read more…

 

Google Should Fear Facebook’s New Product Ads

ADWEEK

Anything Google can do Facebook wants to do better. And with the latter’s new product ads, it has a data advantage that could lead to big revenue for the social network.

Yesterday, Facebook revealed that it’s starting to serve ads for retailers’ goods that use the targeting and personal-interest information it has on its 1.4 billion users. These product adsare an answer to a service that Google has offered businesses since 2013 with Shopping Ads (which were initially called Product Listing Ads). Google Shopping Ads show up as paid posts atop retailer-focused search results and render pictures and prices of items for sale. They are highly visual compared with text-based search results and have become a lucrative piece of Google’s search business.

In fact, according to Q4 2014 research from Adobe Digital Index, 20 percent of clicks on Google search links for retailers were on Shopping Ads. Also, Adobe said that merchants spent 47 percent more on Google Shopping Ads year-over-year last quarter, meanwhile they decreased spending on text-based ads by 6 percent during the same period. The interest in the format, which entails more dynamic creative, shows how digital advertisers prefer more visual marketing over simple text.

Now, Facebook has the opportunity to mimic that success with its troves of consumer data while siphoning from its rival’s digital dollars. Its product ads will let businesses zero in on users based on elements such as clothing preferences, musical tastes and location.

“Facebook has the best targeting capabilities, so it can take some of the limelight from shopping ads on Google,” said Tamara Gaffney, principal analyst for Adobe Digital Index (ADI).

Continue reading… 

Is posting a photo the worst way to interact on Facebook

Business Insider

Data provided to Business Insider by the social-media analytics company Socialbakers shows just how badly photos perform compared with videos, links, and even simple text-only posts in terms of reach on Facebook.

What makes this data so remarkable is that it wasn’t so long ago that posting photos used to give brand page owners the best chance of their posts being seen by their fans (indeed, a Socialbakers study dated April 2014 declared “Photos Are Still King On Facebook”). Now the algorithm has changed, punishing photos, perhaps in response to page owners trying to game the system by constantly posting photos, or maybe because Facebook has been shifting its strategy ever more toward video in recent months.

The Socialbakers data, which covered 4,445 brand pages and more than 670,000 posts between October 2014 and February 2015, shows that video is now the most effective way to reach users in Facebook’s News Feed, driving more than twice as much reach as photo posts.

Photos had the lowest organic reach (the percentage of a page’s fans who see a post without the page owner’s needing to pay for advertising) over the period, with an average of just three out of every 100 (3.7%) page fans seeing a photo post.

Read more here… 

Mobile Video Dominates The Medium

nScreenMedia

The keynote panel at the Digital Entertainment World conference in LA on Tuesday gave a great view of the divergent interests of 20th and 21st century media. Mobile video was very much on the mind of web natives, while mainstream media still seems more interested in extending the reach of its traditional television fare.

Jim Underwood, Head of Entertainment, Global Vertical Strategy at Facebook, threw down the data gauntlet stating that 75% (or 11 hours) of our waking hours are now consumed with the consumption of media. It could be argued that Facebook is a prime mover in this extraordinary statistic. The company has rocketed to the number 2 spot in the delivery of online video, second only to YouTube. In particular, the company has tripled the amount of video it delivers in just 6 months. This is largely on the back of the introduction of autoplay for videos. Mr. Underwood said that, though videos do not play when they are out of the field of view, the mere act of automatically starting the video results in many more people sticking around to watch.

Not to be outdone, Ezra Cooperstein, President and COO of Fullscreen, said that over the last 4 years the amount of mobile video starts the company sees has grown from 20% to 60%. He added some color to this, saying that girls between 13 and 17 years don’t’ even think about a television anymore. Their phone is their TV. Even though much of Fullscreen content is consumed on a phone doesn’t mean it’s cheap to produce. He said that content businesses are capital intensive. To emphasize the point he said a good deal of the cash Fullscreen received when the Chenin Group and AT&T bought the company is going straight into creating great content.

 

Read more… 

Smartphone Sales To Stall In Russia

Bloomberg Business

(Bloomberg) — Smartphone sales in Russia are set to stall this year as Apple Inc.’s iPhone volumes decline while households bear the brunt of the blowback from the Ukraine crisis and falling oil prices, according to researcher IDC.

Sales of devices surged 46 percent last year in the country to 27 million smartphones and will remain at that level this year, Simon Baker, a Moscow-based analyst at IDC said in an e-mailed response to questions. “We expect Apple volumes to drop after the boom.”

Apple doubled iPhone shipments to Russia to 3.25 million last year, garnering $2.14 billion in sales, according to the researcher’s Worldwide Mobile Phone Tracker.

While Samsung Electronics Co. remained the market leader, shipping more than 6 million smartphones last year, its revenue share was overtaken by Cupertino, California-based Apple.

In the fourth quarter, when Russians rushed to spend their tumbling rubles on big-ticket items including premium handsets, iPhone sales reached $827 million, or a record 46 percent share in the Russian smartphone market, versus Samsung’s 18 percent slice, according to IDC.

“Cheaper Android handsets will undoubtedly do well this year as consumers cut outlays,” Baker said, declining to comment specifically on Samsung. Lenovo Group Ltd., LG Electronics Inc. and Sony Corp. increased their share in Russia last year, according to IDC.

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How to Promote your Business Away from the Internet

IDG Connect 0811 How to Promote your Business Away from the Internet

Marc Michaels is Director of Behaviour and Planning at the GIG at DST. As a marketing professional and procurement expert with extensive experience, Marc has become a champion for marketing communications for 28 years. As Director of Direct and Relationship Marketing and Evaluation at the COI, he managed a team of 50 professionals delivering hundreds of high profile government behaviour change campaigns involving direct mail, door drops, e-mail, contact centre and fulfilment, household distribution, field marketing, customer relationship management and campaign evaluation across all major COI clients. Now at the GIG at DST Marc now provides ‘end to end’ consultancy across strategy development, planning, implementation and evaluation. 

Marc is a life-time Fellow of the Institute of Direct Marketing and industry speaker. His extensive experience in marketing has provided Marc with a unique stance. He believes wholeheartedly that marketing doesn’t just have to be digital.

In a tough economic climate where competition is rife it can be difficult to generate business exposure. From large businesses to SMEs, companies are constantly trying to market themselves better. Often this will be through the multitude of emerging digital channels that have opened up a wealth of opportunity for the savvy marketer. Channels like Twitter, Instagram and Facebook, to name only three, have made it easier and less expensive for businesses to promote themselves, if they have the skills and time to exploit them. However, whilst these new and flashy channels may look attractive and appear cheaper, it is important not to be seduced by them exclusively. Too many marketers are too quick to abandon physical marketing, perhaps because these particular methods are seen as outdated or untrendy compared to an eye-grabbing Vine or promoted Facebook post. Relying solely on social channels exclusively is flawed. Even within our continually and rapidly evolving digital world, offline solutions can still be right for your business.

Check out his tips here… 

 

The 4 trends the mobile market will focus on in 2015

Venturebeat

2014 was the year that mobile stopped being the next big thing and became THE BIG THING. Investors poured money into any app that showed the slightest signs of traction, new service providers popped up like mushrooms and most importantly, app developers started seeing some serious profits.

Just thinking back to two years ago, everyone and their neighbor had an idea for a new app. Today, these apps have funding, development teams, and slick demos. The success stories like Flappy Bird and 2048 alone were an inspiration to this generation of app developers showing them how far an original idea can take you.

Generally speaking, in 2015 we can identify four types of apps, each with their own characteristics and challenges.

1. Mobile ecommerce — Shifting the focus from market share to engagement

Ecommerce giants have been adapting quite fast to the mobile world. Most of the major players with a significant desktop operation in place spent millions of dollars in 2014 in paid distribution to secure their customer base and to acquire mobile market share. Nevertheless, there is still a large portion of users who use mobile primarily as a ‘discovery channel,’ browsing apps, and mobile web to get inspired — and are then migrating back to desktop to complete the purchase.

 

Read more trends here… 

Who needs a website? Will Facebook become a new content provider

Mashable

Go to where the audience is — that’s the common refrain of 21st century media. Consumers are fragmented, and its up to journalists and editors to bring the news to them.

Video startup NowThis News announced last week that it would take that this idea to its logical extreme by eliminating its website. Its audience resided primarily on social media anyway, so that’s where the company now lives. Going forward, it will focus on publishing work directly to platforms like Facebook and Twitter instead of looking to drive consumers to its website.\

For years, the digital media model relied on getting people to come back to a website and then showing them ads. Early on, publishers looked to appear high on the results for search engines (so called search-engine optimization) or on major portals like AOL and Yahoo in order to take advantage of their audiences. The emergence of social as a traffic driver in the past few years has caused digital publishers to put resources into building out their followers on platforms like Twitter and Facebook.

As audiences have shifted to mobile, social media’s influence has grown.

“The reality is all the action is in the stream, whether it’s your Facebook stream or Twitter or Instagram. That’s where you’re spending your time,” said Andy Wiedlin, an entrepreneur-in-residence at venture capital firm Andreessen Horowitz and the former chief revenue officer atBuzzFeed, in an interview with Mashable.

Continue reading… 

 

 

IDC’s 10 Predictions for CMOs for 2015

IDC PMS4colorversion 1 IDCs 10 Predictions for CMOs for 2015

By, Kathleen Schaub

What does IDC predict for tech CMOs and their teams in 2015 and beyond?

Sunrise%2B1 IDCs 10 Predictions for CMOs for 2015

Our recent report IDC FutureScape: Worldwide CMO / Customer Experience 2015 Predictionshighlights insight and perspective on long-term industry trends along with new themes that may be on the horizon. Here’s a summary.

1: 25% of High-Tech CMOs Will Be Replaced Every Year Through 2018
There are two dominant drivers behind the increased CMO turnover over the past two years. One driver centers on the cycle of new product innovations, new companies, and new CMO jobs. The second (but equal) driver centers around the required “fit” for a new CMO in the today’s tumultuous environment and the short supply of CMOs with transformational skill sets.

Guidance: Everyone in the C-Suite needs to “get” modern marketing to make the CMO successful.

2: By 2017, 25% of Marketing Organizations Will Solve Critical Skill Gaps by Deploying Centers of Excellence
The speed of marketing transformation and the increased expectations on marketing have left every marketing organization in need of updating its skill sets. In the coming years, CMOs will not only have to recruit and train talent but also create organizational structures that amplify and share best practices. Leading marketing organizations will become masters of the centers of excellence (CoE).

Guidance: Get out of your traditional silos and collaborate.

3: By 2017, 15% of B2B Companies Will Use More Than 20 Data Sources to Personalize a High-Value Customer Journey
Personalization requires a lot of data. CMOs do not suffer from a lack of data — quite the contrary. Today’s marketer has dozens, if not hundreds, of sources available. However, companies lack the time, expertise, and financial and technical resources to collect data, secure it, integrate it, deliver it, and dig through it to create actionable insights. This situation is poised for dramatic change.

Guidance: One of your new mantras must be – “do it for the data”.

4: By 2018, One in Three Marketing Organizations Will Deliver Compelling Content to All Stages of the Buyer’s Journey
CMOs reported to IDC that “building out content marketing as an organizational competency” was their #2 priority (ROI was #1). Content marketing is what companies must do when self-sufficient buyers won’t talk to sales people. While it’s easy to do content marketing; it’s hard to do content marketing well. The most progressive marketing organizations leverage marketing technology and data to develop a buyer-centric content strategy.

Guidance: Remember that it’s the buyer’s journey – not your journey for the buyer.

5: In 2015, Only One in Five Companies Will Retool to Reach LOB Buyers and Outperform Those Selling Exclusively to IT
IDC research shows that line-of-business (LOB) buyers control an average of 61% of the total IT spend. LOB buyers are harder to market to and are even more self-sufficient than technical buyers. To succeed with this new buyer, tech CMOs must move more quickly to digital, incorporate social, broaden the types of content, and enable the sales team to maximize their limited time in front of the customer.

Guidance: Worry less about how much video is in your plan and worry more about your message.

6: By 2016, 50% of Large High-Tech Marketing Organizations Will Create In-House Agencies
Advertising agencies have been slow to recognize the pervasive nature of digital. While many digital agencies exist and many have been acquired by the global holding companies, these interactive services typically managed as just another part of the portfolio of services the agency offers. Modern marketing practitioners realize that digital is now in the DNA of everything they do and are ahead of their agencies.

Guidance: Don’t wait. Take the lead.

Continue reading… 

 

IAB Launches Guidelines To provide Greater Transparency in Digital Advertising

IAB
The Internet Advertising Bureau (IAB UK) has released part one of a set of guidelines to help the marketing industry provide more transparency to consumers around ‘native’ advertising.
See the guidelines here
See the research here

The guidelines provide advertisers, publishers, agencies and advertising technology companies with clear and practical steps to make it easier for consumers to spot native advertising – digital ad formats designed to look and feel like editorial content.

Supported by ISBA – the voice of British advertisers – the Association for Online Publishers (AOP) and the Content Marketing Association (CMA), the guidelines meet the UK advertising industry’s CAP code, which is enforced by the Advertising Standards Authority (ASA).

Two of the key guidelines for native advertising formats are:

  • Provide consumers with prominently visible visual cues enabling them to immediately understand they are engaging with marketing content compiled by a third party in a native ad format which isn’t editorially independent (e.g. brand logos or design, such as fonts or shading, clearly differentiating it from surrounding editorial content)
  • It must be labelled using wording that demonstrates a commercial arrangement is in place (e.g. ‘paid promotion’ or ‘brought to you by’).

Continue Reading…