It was predicted that 2014 would be the year “content marketing would finally grow up.” That it would shift away from its status as a trendy yet suspect tool for the marketing dilettante, and towards becoming a credible, effective, and sophisticated discipline for the savvy, experienced CMO.
Read MoreResonant marketing messages are the kind that stick with us. They break through our superficial psyche and become something important enough to form a memory.
So, what types of advertising messages resonate the most? Nielsen asked that very question as part of their 2013 Global Survey of Trust in Advertising.
According to their research, humorous content resonates the most with consumers (47%), followed closely by real-life situations (46%).
The least resonating types of advertising messages messages are celebrity endorsements (12%) and athlete endorsements (8%).
Some of this data flies in the face of conventional wisdom...
Read MoreA best practice in social media is to avoid talking only about yourself. That's the old way of media: one-sided, push-driven, no dialogue, self-serving.
But how do you talk about yourself and your product? Luckily, there are ways to do this without being off-putting.
When creating content, it's important to keep in mind what your users want most: relevance. They want your advertising, marketing, and content to be useful.
If you offer relevant information and context, it provides leeway to talk about yourself without violating the new norm of two-way conversations in digital marketing.
Here are 4 ways to do this.
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More people than ever are using their mobile devices, instead of their computers, to search the web. The shift comes from more people having access to smart devices and the accessibility and convenience of searching, sharing, and gaming while on the go. Cellphone users currently look at their phones upwards of 150 times a day, a number that is only anticipated to increase as mobile technology becomes more advanced. Knowing this, every single glance a mobile user makes at his or her screen is an opportunity for your business to capitalize.
It’s a stance we’ve taken for years—don’t get too caught up in the clickthrough rate. Sure, CTR has traditionally been the go-to metric for display ads; we see it all the time when we’re asked to provide Flite’s average clickthrough in meetings. I was recently involved in reviewing Flite’s latest benchmarks, and we debated whether we should even include CTR for this and future versions. We ultimately decided we would, but agreed that when we circulate these numbers, we make clear to our customers that clickthrough is not the metric to get stuck on.
It was predicted that 2014 would be the year “content marketing would finally grow up.” That it would shift away from its status as a trendy yet suspect tool for the marketing dilettante, and towards becoming a credible, effective, and sophisticated discipline for the savvy, experienced CMO.
Our customers recognize that we’re constantly striving to provide newer and better ways to do advertising. We’ve built our company around a technology that enables our customers to build, traffic, and measure interactive, content-rich ads at scale. As I touched on in my year-in-review post, we are fortunate to work with strong partners who are empowering us to build on this technology with continued innovation. One of these key partnerships is with Publicis Groupe.
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We're big advocates of native advertising. Native is one of our three company pillars, alongside Programmatic and Mobile—we believe it's these three trends that are driving the future of the digital advertising landscape. Native ads are increasingly becoming the preferred standard for publishers, brands, and consumers. Findings show they lead to increased purchase intent and brand loyalty as compared to banner ads, while also improving the consumer ad experience.