When I log on to my Twitter and look at my homepage, one person’s posts always turn up every hour: my 15 year-old cousin’s.
Statistics have shown that the average daily media exposure for 8-18 year olds is 10 hours and 45 minutes. With 81% of teenagers using social networking sites, I am impressed with how
well teenagers keep their content fresh. My cousin’s tweets are
different from her Facebook updates, which are different from her
Instagram and Pinterest ones. How does she find this much content to
share?
As a teenager posts on
social networking sites, there are three things that stand out to me -
being unique, showing emotion, and agility. With little restraint and a
lot of personalization, teenagers are limitless to the content they
produce. The marketing world could learn a few key points about
marketing from teenagers. Consider these three.
I'm jumping the gun here, since we're not quite at the end of the month, but the 16 posts published
prior to this one in this month have some clear breakouts when we take a
look at traffic figures. Have a look what fellow readers enjoyed
reading.
5. How Fictional Characters Successfully Market Their Brand
Allison's post took at the brilliant multichannel marketing strategy for the television crime drama, Castle.
In increasingly platform-independent media consumption patterns, the
strength of media products and advertising campaigns will rely on their
ability to create multiple touchpoints, reinforcing the excitement of a
brand no matter where consumers are choosing to interact.
4. 3 Ways to Distribute Your Content Marketing at Scale
What do Joss Whedon, Walmart and Jay-Z have in common?
They're promotional innovators.
They are willing to try new ideas — some of which are unorthodox — to stay in the hearts and minds of the public. And they take advantage of how fluid and interconnected people, technology and information are on web.
Just this month Jay-Z and Samsung worked together for a landmark promotion of the artist's new album Magna Carta Holy Grail.
As part of their deal, Samsung purchased one million copies of the rapper's new album...
For many brands, mobile is still placed in the "experimental" or "emerging" marketing budget.
But it's increasingly apparent that the mobile segment is growing quickly, and therefore impacting the way consumers interact with brands. According to Gartner, worldwide mobile advertising revenue is forecasted to reach $11.4 billion in 2013, up almost 20% from the year before.
So it's important to consider how mobile fits into your brand's overall digital marketing strategy, and how technology changes customer expectations that guide your approach.
Content marketing is a powerful trend which reflects the need for marketers to find meaningful ways to connect with customers online. The best content marketing doesn't sell — it informs, entertains, educates, and shares information that will improve the quality of life for your customers.
But for all the content marketing that brands are doing, why does most of it fail?
Here are three common mistakes in content marketing and how to avoid them:
1. Your headlines aren't catchy.
Content marketing continues to grow as an essential part of a digital marketer's toolkit. According to a 2013 survey conducted by the Content Marketing Institute and MarketingProfs, B2C
marketers say content marketing comprises 28% of their budgets, and 55%
will increase their content marketing budgets over the next 12 months.
And for many, paid media constitutes the channel in which they can scale
their distribution.
But
how does a marketer make paid media publishing - specifically, content
marketing scaled into display and mobile advertising - most effective?
Maximizing ROI relies in large part by selecting the right content and
surfacing it for the right audience.
1. Be relevant.
The content must provide a reason for the user to care. If they don't,
they won't interact with your ad. The best way to do this is understand
what motivated the user to visit the site that hosts the ad in the first
place. Is it for silly video entertainment? News? Deals? Whatever the
site's value for users, the ad should deliver content of a similar
nature.
Will automated systems replace traditional ad-buying methods?
Programmatic buying has revealed to advertisers a new way of buying and selling
digital ads. Through demand-side platforms (DSPs) and real-time bidding
(RTB), marketers buy and sell desktop display, video, Facebook Exchange
(FBX), and mobile ads using automated technology. These automated
systems have allowed marketers to buy media in response to real-time
customer action through algorithms employing a complex set of rules,
usually at lower cost and higher agility than with traditional ad-buying
methods. Although many publishers and media buyers are still wary of
this method mostly due to its lack of information and control, the
utilization of programmatic buying has continued to increase.
Here are 20 statistics that present programmatic buying as an increasing power in the digital ad-buying market.
1.
Programmatic Buying tripled from 2011 to 2012 with exchanges increasing
by 25% and demand-side platforms (DSPs) increasing by 21%. (eMarketer)
If you're like 86% of B2C marketers and 91% of B2B marketers, you engage in content marketing. You probably consider it more effective than traditional marketing. And there's a good chance your content marketing budget is going up this year.
Generating all this content was a problem at first, but you are learning quickly. You’ve bought content from publishers, produced it yourself, or worked with an agency or third party.
And now you've got something compelling.
Your content provides tons of value to consumers. It has heart. Legal has approved it. It's ready for prime time. So with fingers crossed you secretly hope every time, maybe this will be the one to go viral?
What happens?
That beautiful content gets added to your website. It gets posted on your social media sites. And you wait.
Then reality sets in.
The idea of brands as publishers — using digital media and social sharing to reach an audience — is empowering. But it also puts a lot of pressure on brand marketers who are increasingly being asked to become content marketers.
Where can marketers go to learn little-known tricks for mastering the art and science of content creation? Straight to the source, to the original content creators: journalists.
You are more likely to climb and summit Mount Everest than click on a banner ad (Solve Media via Business Insider). But you’re more likely to engage with an IAB Rising Stars ad than reach the peak of Mount Everest.
As the internet delivers the fastest growing arena for advertising, brands
are challenged to experiment with ways to catch consumers’ attention
online. Although dated formats receive poor user engagement, others,
such as those with rich content and interactivity, are far more
successful at enticing users to engage. Publishers proliferated a wide
range of innovative, larger-footprint ads to keep engagement up, and
eventually the IAB created standards for a new wave of larger,
interactive units titled “Rising Stars”.
Here
are 25 IAB Rising Star statistics that shed light on how these eleven
units (six display and five mobile) are being adopted in the industry:
1. 69% of agencies have heard of IAB Rising Stars. (Undertone)
Agile marketing is an adaptive marketing methodology that focuses on taking small steps, learning quickly, and being ready for change.
Teams work in short, incremental work cycles, allowing agile marketers to rapidly adapt their stories and messages to ensure market relevance. Decision-making is data-driven, providing a frequent feedback loop to help recalibrate...
Native advertising is currently a controversial topic in the digital world.
It's debatable whether the concept is new, or simply a re-packaging of what publishers have been doing for years.
With that in mind, it's useful to hear both sides of the argument to get a better understanding of the issue.
Here's a roundup of 10 articles that are either optimistic or skeptical about native advertising, what it means for advertisers, and how it changes the way consumers interact with display ads.
Optimistic
Responsive advertising is a variant of popular concept, responsive design, which is an innovation to reflect the changing nature of the consumption of digital content across an array of devices. In essence, since people consume web content on their laptops or desktop computers, phones, and tablets (all of which have a wide range of screen dimensions), web pages should be designed to display properly, and in a usable fashion, no matter which device is used to access them.
For a simple illustration of responsive design, take a look at our new blog design (which debuted yesterday). If you're on a computer, shrink your browser window and see how the layout changes.
“If you build it, he will come.”
Those famous words heard by Ray Kinsella in Field of Dreams inspired a generation of dreamers, including more than a handful of start-up founders.
But sometimes when you build it, they don’t come. What then?
Entrepreneurs start with an idea. If it’s a good one, it’s rooted in a real need or problem:
- The desire to connect with friends and family — Facebook
- The urgency of having a car sometimes — ZipCar
- The need for a convenient way to buy books online — Amazon
The problem occurs when companies lose focus on the need they’re trying to solve, or worse, never consider their customers to begin with. They prioritize things that don’t matter. They innovate for innovation’s sake. They begin to push out features no one cares about or launch products no one buys. Before they know it, they no longer matter.
Richard Castle is a New York Times bestselling author of mystery novels. His novel Heat Wave debuted at #26 in 2009 and moved up to the sixth slot in its fourth week. In 2011, Heat Rises debuted at #1. The most impressive part of his literary success: Richard Castle is a fictional character.
Richard Castle is the protagonist on ABC’s television series, Castle. He is a writer that shadows a beautiful and tough NYPD detective, Kate Beckett, for writing inspiration. While working with her, Castle writes a series of mystery novels named after their protagonist, Nikki Heat, based on Detective Beckett and the crimes they encounter.
How did Richard Castle, a fictional character, become a significant marketing tool for ABC’s television series, Castle?
1. Using A Fictional Character To Market Across Mixed Media
Would you like to own the Wilson volleyball from Cast Away, or eat a box of Bertie Bott’s “Every Flavour Beans” from Harry Potter?
When several companies collaborate, the impossible is achieved. After the huge hit of Harry Potter books and films, Warner Bros. linked with Jelly Belly to create Bertie Bott’s “Every Flavour Beans” to targeting a massive fan base of Harry Potter fans.
