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Ayzenberg Group Opens London Office, Taps Walsh To Run It https://ift.tt/3zwp6Mm Pasadena-based marketing agency Ayzenberg Group has opened a London Office and tapped Ben Walsh to lead it as managing director. Simon Ward has been named to lead the office’s strategy efforts. Ayzenberg London is the group’s third office. It also has an outpost in Seattle. And it also services global clients via partnerships with agencies in Hamburg, Shaghai, Hong Kong and other markets. The agency does a lot of work in the gaming and entertainment categories and has worked with companies like Microsoft, Mattel, Disney, Marvel and many others. Previously, Walsh led European marketing activities for mobile device maker HTC. Earlier he held senior roles at Samsung, J. Walter Thompson, Sony, and EMI music. Ward has worked with the group for nearly a decade including a stint as vice president, brand integration and more recently as an outside strategic advisor. Earlier he served in business development roles at both Interbrand and BBDO. advertisement advertisement Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 30, 2021 at 06:40AM
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Keep Your Customers Close: Retention Is Top Retail Tactic In 2021 https://ift.tt/3yizuWM This is the year of retention -- especially among digital brands, according to “The Year Of Covid The Customer,” a study by CommerceNext, sponsored by Yotpo. Of the digital firms polled, 80% will be pursuing retention first, followed by over 60% of “incumbent” retailers and almost 70% overall. Traditional direct-marketing wisdom dictated that economy recovery was the time for acquisition, but that might not be the perception this year. Second on the tactics list is omnichannel marketing, an activity for which incumbent brands apparently are playing catch-up — they outpoll digital-first marketers on this one. Digital-first companies also outpace the incumbents when it comes to acquisition marketing, at a score of 60% versus 52%. Further down the list are brand marketing, customer experience management, mobile optimization, cause marketing, cross-border/international ecommerce and privacy/security/compliance. advertisement advertisement Incumbent retailers are more likely to be working on CX, mobile and cause marketing. When it comes to mobile, digital-first respondents are several percentage points beneath them, perhaps because they have already optimized mobile. Email is used by 90% of all retailers for retention and is their top channel for that purpose -- with the number hitting 95% among digital-first brands and less than 90% for incumbent retailers. Organic social is second. Digital-first firms far exceed the norms for customer service and support, content creation (e.g., blogs, newsletters) and somewhat for personalization and targeting. Roughly half of the firms surveyed use customer-data management and have loyalty programs. Digital-first retailers are also more likely than others to conduct community-building and creation, surveys and subscriptions. Retention dethrones acquisition as the top priority. The respondents were also asked what they are doing to encourage customers to share more data or to opt in to receiving more information. The leading tactic, utilized by 80% of digital-first brands, is incentive programs, promotions or contests. Barely more than 50% of incumbent retailers are using them. But email collection programs in stores are second overall, at about 60%. Strangely, at least 55% of digital-first firms use them, along with almost 65% of incumbent retailers. These tactics are followed by loyalty programs and SMS collection programs. Almost 50% of digital-first outfits message the benefits to the customer (with more relevant offers and products), topping off the average, which barely exceeds 30%. Here are a few more insights:
Of these, 33% were digital-first, 29% wholesale manufacturers selling direct (e.g., Nike, Sony), 24% traditional DTC brands with brick-and-mortar outlets (e.g., Victoria’s Secret, JCrew), 6% traditional multi-brand retailers (e.g., Walmart, BestBuy, Target), 6% digital-first multibrand retailers (e.g. Amazon, eBay, Wayfair) and 3% comprised of other. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2021 at 05:32PM
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NFT Holders Get Creative Access To Unique New Animated Series https://ift.tt/3gD0Q3Q Celebrity-driven content series, Stoner Cats, is decentralizing the creative production process for its fan community members by using blockchain technology. Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ August 27, 2021 at 05:25PM
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Target Loyalty Members Help Direct Company’s Charitable Giving https://ift.tt/3DsNu4e A new perk for select members of retailer Target's free-to-use loyalty program, Target Circle, is a rare opportunity to help direct the company’s nonprofit and community giving.Get More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ August 27, 2021 at 05:18PM
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CTV Accounts For 60% Of Premium Video Ad Views, Programmatic Buys Now Up To 24% https://ift.tt/3DywFVB Premium video ad views in the U.S. jumped 50% in this year’s first half compared to first-half 2020 — and connected TV (CTV) accounted for 60% of those views, according to FreeWheel’s latest U.S. Video Marketplace Report. Set-top box video-on-demand came in a distant second, generating 15% of ad views. Combined with CTV, that means that fully 75% of video ad views were experienced on big screens (above). Mobile and desktop generated 13% and 12% of ad views, respectively. Roku and Amazon Fire TV devices continued to dominate CTV, with 43% and 26% of ad views, respectively — or more than three-quarters of views combined. At 8%, smart TVs — which continue to invest in their native apps to try to grab share from Roku and Amazon — are slightly ahead of Chromecast and gaming consoles. advertisement advertisement By distribution platform, D2C streaming services reached 45% of ad views in the first half — edging past TV Everywhere (TVE), which held the majority share in 2020’s first half. The streaming services’ growth reflects the launches of Discovery+ and Paramount+ in January and March 2021, respectively, as well as HBO Max’s introduction of an ad-supported tier in early June. Netflix and Hulu continue to lose share to Disney+ and the newer major contenders. (Amazon Prime Video isn’t included in the data.) Programmatic ad buys continued to gain momentum. Programmatic transactions rose 84% in 1H, to represent 24% of premium video ad views. The entertainment vertical continues to lead the premium TV video ecosystem, with 92% of ad views – compared to just 5% for news and 3% for sports. While some services, including Paramount+ and Peacock, are focused on content diversity, offering sports, comedies, dramas and movies, WarnerMedia is keeping HBO Max dedicated to entertainment and next year creating a dedicated CNN streamer, notes the report. More than half (51%) of digital platforms’ ad views were driven by live content in the first half. Live 24/7 content feeds are the cornerstone of the increasingly popular FAST (free, ad-supported streaming TV) model. Within the growing number of addressable ad campaigns, 60% 60% of targeting segments employed were behavioral segments and 40% used demographic criteria. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 27, 2021 at 03:39PM
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B2B Marketing News: Why B2B Marketers Thrive On LinkedIn, More Advertisers Applying Brand Values, Reddit Talk Rolls Out, & Ad Market Expands 43% https://ift.tt/3t4pks1 Why B2B Marketers Build on LinkedIn [Infographic] 96 percent of B2B marketers distribute content on LinkedIn (client), which has surpassed the 774 million member mark, including the presence of 97 percent of all Fortune 500 firms — two of numerous statistics of interest to digital marketers contained in newly-released infographic data. Social Media Today CMO-CIO Relationship Needs Tightening To Improve Performance: CMO Council Report Just 23 percent of firms rate their CMO-CIO working relationships as very effective, while 60 percent of CMOs who have very effective relationships with IT say that they utilize multi-year strategic planning, according to recently-released survey data of interest to online marketers. MediaPost Most Marketers Say They’re Not Getting the Most Out of Their Marketing Automation Tools. Why? 39 percent of marketers see lack of training and resources as the top challenge to fully utilizing marketing automation tools, followed by 32 percent who view lack of management resources at the biggest barrier, according to newly-released report data. MarketingCharts YouTube Overhauls Search Results Google's YouTube has begun a mobile test that incorporates Google search results to augment YouTube's traditionally video-only SERPs, in a move that may eventually roll out to all users, while also implementing several other new YouTube search-related updates, YouTube recently announced. Search Engine Journal Twitter Announces Coming DM Improvements, Including Multi-DM Sharing and Updated Navigation Twitter has rolled out the ability to share a private message to multiple Twitter users, along with changes to how direct messages on the platform are formatted, both part of several additional new related features, Twitter recently announced. Social Media Today 82% of advertisers apply brand values to media spending decisions, survey finds Over the past year there has been a 20 percent increase in advertisers that apply brand values to media spending, while some 59 percent of advertisers say they will downgrade a media partner because of trust factors — two of several statistics of interest to digital marketing contained in recently-released report data. Marketing Dive Ad Market Expands 43% In July, Smaller Categories Outpace Top 10 For the fifth month in a row the advertising economy in the U.S. has grown, with July seeing a 43.3 percent increase in year-over-year ad spending, according to newly-released ad tracking index data of interest to online marketers. MediaPost LinkedIn Publishes New Guide to Effective Brand Building on the Platform B2B marketers who publish on LinkedIn (client) have been given new data on the most effective use of the Microsoft-owned platform for brand-building initiatives, with the launch of a new brand strategy guide, the firm recently announced. Social Media Today Reddit unveils its Clubhouse clone, Reddit Talk Social news aggregator and discussion platform Reddit has launched its audio-call-based communication app offering features similar to Clubhouse, a move that gives marketers new options for utilizing the platform, Reddit recently announced. TechCrunch 2021 Survey Reveals How Marketers Take Advantage of Video 28 percent of marketers say that building brand awareness is the number one objective when it comes to using digital video, followed by 24 percent that find explaining products the top goal, and 18 percent who consider increasing sales and traffic as leading objectives, according to newly-released survey data. Business 2 Community ON THE LIGHTER SIDE: A lighthearted look at the “this meeting could have been an email” by Marketoonist Tom Fishburne — Marketoonist Deleting Unwanted Emails Every Day For Rest of Life More Convenient Than Clicking Twice to Unsubscribe Forever — The Hard Times TOPRANK MARKETING & CLIENTS IN THE NEWS:
The post B2B Marketing News: Why B2B Marketers Thrive On LinkedIn, More Advertisers Applying Brand Values, Reddit Talk Rolls Out, & Ad Market Expands 43% appeared first on B2B Marketing Blog - TopRank®. Mobile Marketing,SEO via Hubspot https://ift.tt/2wiHYzh August 27, 2021 at 05:45AM
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Dating App Makes Out: Zoosk Monetizes Emails With Advertising https://ift.tt/3mAKjRO Zoosk, a global dating app for a slightly older demographic, generates 4 to 5 million email opens per day messages informing users that they got a message, sharing the daily match and performing other tasks. It had been monetizing these emails with advertising, working with LiveIntent and using its LiveTags technology. But it sought to improve its performance in “the ever evolving came of cat and mouse,” in online advertising, as Diogo dos Santos Pinto, senior project manager-strategic initiatives at parent Spark Networks, puts it, speaking from Berlin. That meant boosting the bid diversity of its email ad inventory. Ad revenue is important for Zoosk because it helps fund the people to run and improve the operation. “We are always trying to get the best tech talent to drive products forward,” dos Santos Pinto says. advertisement advertisement Ads now contributes around 2% of all revenue, with email contributing a smaller amount. LiveIntent reviewed Zoosk’s LiveTag setup and found it was only allowing 300x250 creative. It advised Zoosk to allow more ad sizes, such as 970X550 and 970x250. Tests showed that the changes did not hurt email engagement, so Zoosk went ahead. Within 35 days, Zoosk had increased its fill rate by 34%, its CPM by 14% and its revenue by 35%. The ads appear on the bottoms of the emails. Not all emails have them. That said, Zoosk has a complicated email program in some ways. For one thing, triggered message notifications are often delayed by a few minutes to make sure the person hasn’t seen the message, dos Santos Pinto notes. Moreover, the emails appear in several different languages due to Zoosk’s global reach, with English probably being the largest one. “Translations are manually done for the main languages, but we don’t employ a native speaker for all languages,” dos Santos Pinto says. Then there’s the general issue of GDPR: Zoosk must delete inactive names on its app and follow the law in other ways. “We are completely GDPR compliant,” dos Santos Pintosays. Overall, Zoosk has had over 20 million people registered over the years, several hundred thousand of whom may log in on a given day, Older dating app users tend to be more serious, dos Santos Pinto notes. “Younger people use dating apps in a more promiscuous way,” he laughs.
Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2021 at 04:22PM
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5 Way To Tell If Your Website Works https://ift.tt/3Bk8059
The following was previously published in an earlier edition of Marketing Insider.
Aside from the obvious indicators of a bad website, such as only having a single landing page, bad copy, or poor visuals, here are ways to determine if your website is truly the best it should be, both for your business and your users. Site speed & page speed. Site speed refers to the speed at which the entire site loads as a user maneuvers from page to page. As you know, most users will not wait for a page to load. For this reason, the average website is now expected to load within one to two seconds. Evaluating and maintaining site and page speeds is essential in organic rankings, user experience(UX), and ultimately, conversions. These attributes can be slowed down due to unnecessary or unused scripts, improper caching, improper sizing of site-wide assets, and even too many https requests. Page speed refers to the speed at which a specific page loads. Unlike site speed, when testing page speed you focus on optimization of that specific page through things like image size, unused scripts, too many images, and even unused pixels. Both site speed and page speed can be tested using a free tool such as GTmetrix. advertisement advertisement Is it mobile-friendly? While this one is obvious, its importance must be stressed. If you have a website in 2021 and have not incorporated a mobile-friendly build into the design, you will not have much luck obtaining any desired traffic from search engines. When building a website, the entire site has to have a mobile responsive design, which adapts to every screen size, incorporated into the site. To test whether or not you have a mobile-friendly website by Google’s standards, simple input a page URL here. User experience (UX). In addition to slow site and page speeds, a poor user experience can include everything from tacky stock photos to a navigation menu that is difficult to follow. Once a user lands on any one of the pages on your website, the path forward should look and feel seamless. To aid user experience, ensure you have a clearly identified navigation menu, easy to digest content throughout the site, a mobile-friendly site, and unobtrusive pop-ups. Clear call-to-action. What is your goal for the entire site, along with the specific page where the user has landed? These are the questions you should be asking yourself when designing your website. Without a clear call to action, your users will not understand their own journey on your site, let alone the end purpose. Website users need guidance on where to go next and what to do. Without this, chances are, they won’t keep clicking. On-site optimization. Optimization of a website and specific pages on that site assists search engines in identifying the information on a page, while providing users with clear information on what the page is about. How search engines interpret the content on a page and how users interact with that page go hand in hand. The more users that visit a page, the more the search engines identify this page as having “authority” over other pages on the same topic. This results in a higher organic placement. In order to determine whether your pages and website as a whole have proper onsite optimization, use a free tool such as MOZ or Ahrefs. These tools give you a snapshot of webpage performance, keyword rankings, and much more. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2021 at 02:21PM
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Richards Group Promotes $600 Million Casino Expansion Bet https://ift.tt/2WtL8Rf Despite the recent increase in US Covid cases, more than one-third of gamblers surveyed by market research firm Toluna plan to return to casino venues once restrictions are lifted, while close to half would be more likely to visit if there are hand sanitizer and masks and regular sanitizing of facilities in place. That seems like good news for casino operators, especially those that are betting millions on expansion plans like the Choctaw Casino & Resort, which has just opened The Sky Tower in Durant, OK after a $600 million construction effort. The casino worked with The Richards Group on a campaign building awareness leading up to this week’s Grand Opening called “Stakes Raised.” The agency’s team has been building anticipation for the expansion for over a year, first through digital, social and video and more recently via an activation that gives potential visitors a full sight-sound-and-motion sneak preview of the property. The agency also developed an OOH “elevator experience” video that was featured in select retail properties in the Dallas-Fort Worth area that is now part of the promotion effort on the Durant property. Grand Opening spots launched this week. Additionally, the client commissioned a collection of paintings, mosaics, and sculptures that embody the spirit of the Choctaw Nation, all created by Native American artists. The agency helped to bring that spirit to life with the creation on an on-premises Choctaw Art Walk. While viewing the art on display in the Sky Tower, guests are invited to scan a QR code to unlock content that celebrates the artists, their inspirations, and their heritage. The immersive mobile experience offers behind-the-scenes artist vignettes, a gallery map, a special gift, and an AR lens to capture selfies in the style of the paintings. The Art Walk was promoted in digital and social channels and throughout the casino. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2021 at 01:03PM Report: Ads From Major Platforms Brands Support Piracy -- And Apps Are Now Driving The Threat8/26/2021
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Report: Ads From Major Platforms, Brands Support Piracy -- And Apps Are Now Driving The Threat https://ift.tt/3zxDV1a Entertainment companies, producers and all who have a financial stake in movies, TV series and even streamed sports events are losing billions each year to pirated content accessible through rogue apps and websites. As noted by The Wall Street Journal, it’s difficult to determine how the practice of releasing some films on streaming services on the same day as in theaters may have affected the overall volume of piracy. However, the numbers do show an upsurge in piracy since the pandemic, when lockdowns drove an explosion in at-home video consumption, shuttered movie theaters, and also inspired the advent of so-called “day and date” releases. Perhaps most to the point, experts do say that digital distribution has made it easier for bootleggers — who once had to resort to making fuzzy copies off theater screens — to make high-quality copies of movies. And many of those are now turning up on illicit sites and apps within hours or days of their debuts. advertisement advertisement According to piracy-tracking company Muso, visits to illegal streaming sites by U.S. and U.K. residents leapt by 31% between February and March 2020, the initial lockdown months. Over the full year, piracy sites attracted 137 billion visits, reports the Alliance for Creativity and Entertainment, an anti-piracy advocacy group funded by media companies. And while day and date releases served to bring in new-subscriber and premium video-on-demand revenue for platforms like HBO Max and Disney+ during the movie theater shutdowns, pirated copies can only equate to losses for all legitimate parties concerned. What’s gotten less attention is the role that major tech platforms and advertisers are playing in supporting the piracy boom—and the growing role of apps in this scenario. According to a new report by anti-piracy tech company White Bullett and the Digital Citizens Alliance web-safety coalition —based on a year of investigation of the content theft business model and how it generates ad revenues — the criminals who distribute bootleg copies of movies, TV shows and other content are reaping an estimated $1.34 billion in annual revenues through advertising on websites and illicit streaming apps. The top piracy websites generate $1.08 billion in global annual ad revenue, with the top five of those sites making an average $18.3 million in ads. These sites change domains and redirect to avoid enforcement and bypass advertising blocklists. The top piracy apps generate less revenue than sites — an estimated $259 million total in global annual ad revenue (and an average of $27.6 million per year for each of the top five apps) — but they’re growing more rapidly. Since apps “appear to be more profitable than websites (commanding high advertising bid values and generating greater margins), they are likely to continue to proliferate,” notes the report. The investigators identified more than 84,000 piracy sites and apps, and report that major tech platforms, and found that the brands that place the most digital ads overall, which include many of the Fortune 500 companies, "are among the key revenue sources for pirate operators." Perhaps not shockingly, ads for Amazon, Facebook and Google accounted for 73% of all major brands that appeared frequently on piracy apps during the investigation. “That means these three companies are supporting these piracy operators with potentially tens of millions of dollars in advertising on piracy apps alone,” says the report. Over the past eight years, concerted efforts by some major brands to stop their ads from showing up on illicit sites have resulted in real progress — but the shift of pirated content to apps now threatens to undermine that progress, according to the report. In fact, “due in large part to the proliferation of advertising on piracy apps, these major brands paid pirate operators roughly $100 million in the last year to advertise on their platforms," and "one in four ads on piracy apps are from well-known companies.” In addition to siphoning off revenue from content creators and legitimate owners/distributors, ads appearing on piracy apps or sites pose reputational risks for major brands. The report points out that a recent, significant decline in Amazon-branded ads showing up on piracy apps and sites demonstrates that the piracy issue can be addressed “when a brand makes it a priority.” However, effectively battling “an illicit rogue advertising market” will require “the collective efforts of government regulators, law enforcement, the advertising ecosystem, Major Brands, and consumer protection groups,” say the researchers. “That means ensuring that well-known companies are alert to how their advertising is misused, encouraging law enforcement to use the new anti-piracy streaming statute to crack down on criminals, and promoting a renewed vigilance and responsibility by ad networks and intermediaries to protect their clients and their own reputations.” Digital Citizens says it plans to use this initial study to educate key audiences about the scope of the ad-supported piracy market and its impact on online safety and trust. The research’s co-sponsors are also preparing a follow-up report that will “delve deeper into how piracy advertising is promoting fraud and malware that are increasingly worrisome to both consumers and businesses.” In short, while I’m not promoting any particular organization or vendor, I’d recommend reading this free report, if you haven’t already. PS: Last year, a report from Digital Citizens and content protection firm NAGRA found that pirates were selling more than $1 billion in illicit subscription services. Which brings the estimate of total illegal advertising and subscription revenues being generated to $2.34 billion per year. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH August 26, 2021 at 11:58AM |
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