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Content Marketing Planning: How to Build Your Editorial Calendar https://ift.tt/2YbjSal I can’t believe I got fired from the calendar factory. All I did was take a day off! Opening today’s post up with a bit of levity felt fitting, because calendars can cause much anxiety. They bring to mind deadlines, meticulous organization, and time crunches, which are often oppressive realities for marketers with a million things on their plates. But the truth is that you’re likely to encounter much more dread if you don’t house your content planning within a documented and strategic editorial calendar for blogging. Building out a set schedule (with a bit of flexibility) ultimately makes your life easier because it provides a guiding light, and ensures your content strategy remains cohesive and oriented around your objectives. In other words, editorial calendars are no joke. Here’s how you can construct one that seriously drives your company’s blog (or any other content initiative) forward. Fortify Your Editorial Calendar in Five StepsWhether you’ve already got a content calendar, which you hope to refine and improve, or you’re starting from scratch, these five steps will put you on track.Step 1: Crystallize Your ObjectivesThe biggest issue with many content plans is that they’re aimless and wayward. When you’re figuring things out on the fly, it can be difficult to tie everything back to the same goals and desired outcomes. So the first step is to zoom out and nail down what you’re trying to achieve with the content in question. For instance, if your blog is designed to generate leads with specific audiences, are you tethering each piece on your calendar back to this outcome in some way? Placing objectives front-and-center is a key benefit of documenting your content strategy, and making them the underpinning of your planning will help ensure everything you publish has a purpose. via GIPHYStep 2: Chart Your Pillars and Timely FocusesWith objectives clearly defined, you can formulate content pillars that will serve as the cornerstones of your editorial calendar. Also known as topic clusters, these are the general categories that all of your content will nest under. Pillars are determined by the intersection of what you want to be known for, and where demand exists. They should be informed by SEO research around keywords and queries, hitting the sweet spot between search volume, expertise, and buying intent. Here on the TopRank Marketing Blog, our pillars are aligned with our agency’s core services -- content marketing, SEO, influencer marketing — and so pretty much everything we create for the blog approaches these topics from various angles for people who are interested in learning about them and looking for insight. Don’t view content pillars as restricting; there are a wide range of ways you can address almost any topic, either directly or tangentially. Organizing your calendar around them will help ensure you stay focused, and relevant to your target audience. In addition to identifying a topical mix, you can start to define your content types — how-tos, thought leadership, influencer collaborations, conversion-driven pieces, etc. These can be aligned with various stages of the buying cycle, and mapped back to the key objectives established in Step 1. At this point, it’s also smart to map out industry events or seasonal milestones that you’ll want to create content around. [bctt tweet="Don’t view content pillars as restricting; there are a wide range of ways you can address almost any topic, either directly or tangentially. @NickNelsonMN #ContentMarketing #ContentPlanning" username="toprank"]Step 3: Coordinate with Your Broader StrategyThis is a vital consideration that is all too frequently overlooked. Whatever channel you’re scheduling content for — be it a blog, email, social, etc. — think about ways you can coordinate with other departments or disciplines in the organization. For example, does your sales team experience higher volumes of inquiries at certain times of year? Or are they attending a trade show next month that you could support with content? Maybe one of your executives will be speaking at a conference, and you want to queue up some thought leadership around the subject of their talk in the days leading up. A strong editorial calendar should reflect the company holistically. In this sense, it can be helpful to make your calendar visible to everyone and not just the folks on your team. [bctt tweet="A strong editorial calendar should reflect the company holistically. @NickNelsonMN #ContentMarketing #ContentPlanning " username="toprank"]Step 4: Plot Your Cadence and Schedule Out Your ContentHow often will you create content? And why? We all know it’s valuable to publish regularly, because this is how you build an invested and trusting audience, but “regularly” can mean different things under different circumstances. Is it daily? Three times a week? Multiple times per day? This decision shouldn’t driven by guesswork, but by data. Although it’s a little older now, HubSpot has a helpful post on determining how often companies should blog based on variables like company size and B2B vs. B2C. But you’ll also want to dig into your own visitor behavior analytics and draw conclusions on what your audience wants. Test different cadences and compare the impacts. As a general rule, more publishing equals more traffic, but that doesn’t necessarily mean it’ll be worth your while to create new content each day. As Alfred Lua of Buffer writes: “I would recommend experimenting and finding a suitable editorial cadence based on your content goals and the amount of time you have. There is no one right editorial cadence. HubSpot publishes several articles a day while Backlinko publishes less than once a month.” (As a side note, we highlighted Backlinko’s quality-over-quantity approach here earlier this year.) Having made this decision, you can start filling out the calendar appropriately, using your content pillars and organizational directives as guides. Plan as far out as you’re comfortable (at least one month, but forecasting three or more months is even better). Make sure you’re building in enough topical variety to keep things fresh and diverse. Once you get your schedule documented, it becomes easy to spot gaps or overloads.Step 5: Leave Room for ChangeNote that you don’t want to completely fill out your editorial calendar. As we mentioned earlier, it’s important to leave some flexibility so you can nimbly address timely matters as they arise and account for the (expected) unexpected. Contently editor-in-chief Jordan Teicher proposes a 75/25 rule, wherein one out of every four slots in your calendar is left blank. “In my years managing the site, I’m certain of one thing: s*** happens,” Teicher writes. “People miss deadlines. Sources don’t respond in time. The design team can’t find the right image. My day gets stuffed with meetings, which prevents me from editing a draft. A flexible content calendar is about more than just coming up with ideas for the current news cycle. It’s also about realistic expectations.”Smart Practices for Getting the Most Out of Your Editorial CalendarThe five steps above will help you solidify your calendar. Here are a few additional tips to help make the process smoother and more effective.
Right on ScheduleIf you feel apprehensive about building an editorial calendar from scratch, you’re not alone. It can feel intimidating to schedule out so far in advance, and to consistently manage and maintain this resource. But I assure you, once you get into the groove, your life will be much easier and your results will improve. Following the steps and recommendations above will help you stay on target and derive maximum value from your efforts. Want to add further efficiency and foresight to your strategy? Learn more about getting ahead with your content planning.The post Content Marketing Planning: How to Build Your Editorial Calendar appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh July 30, 2019 at 05:32AM
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Google Patent Identifies A 2-Piece Ad Based On Interaction With Content https://ift.tt/32ZszDp
The promotion switches between two images. It relies on the consumer interacting with the first part of the promotion or the first image before serving the second image. The patent is intended to give brands a way to determine an interest in the promotional content being displayed on a mobile device, such as a smartphone, and eliminate false positives, given the sensitivity of screens. Accidentally clicking on a link, an image,or other objects may lead to a false positive -- an indication the consumer shows interest in the promotional content displayed on the device. The inventors of this patent also wanted to eliminate the possibility of the promotional content interrupting one process in favor of another on the device. advertisement advertisement The patent gives this example: While navigating a website using a mobile device having a touch screen, an operator of the mobile device may accidentally select a link from promotional content, such as an ad placed within the website. The inadvertent click may cause the browser of the mobile device to open a marketing website associated with the link from the ad. This interrupts the browsing process in favor of the ad, which could frustrate the mobile user. The technology may receive a request, such as search terms of a web search engine from the mobile communication device, according to the patent. Then, depending on the response by the viewer, the technology would identify and/or generate promotional content to serve on the mobile device. It would target different pieces of content, depending on the device, and based on different levels of interest. It appears that in some instances, based on the interaction of the viewer, the second piece of content may never be served. The patent was updated last week, but filed earlier this year. This column was originally published in the Search Insider on July 1, 2019. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 29, 2019 at 11:03PM Dentsu Aegis Rolls Out Passion 'Disaster' Project https://ift.tt/2ZjdXfZ Dentsu Aegis Network (DAN) is leveraging its talents and resources for a multifaceted pro-bono campaign designed to help under-served communities impacted by natural disasters. The integrated, two-part campaign kicks off by first recruiting the U.S. legal community to commit their services at DisasterLegalAid.org. Administered by Pro Bono Net, DisasterLegalAid.org is a joint effort of Lone Star Legal Aid, Pro Bono Net, the American Bar Association’s Center for Pro Bono, the Legal Services Corporation and the National Legal Aid & Defender Association. The platform will mobilize legal professionals in the aftermath of a disaster to help disaster-impacted communities get free legal aid and self-help resources. Fetch, DAN’s global full-service mobile agency, produced the creative, including videos, display-ads and social content. These creative executions will ask: “Can they count on you?” as well as “Communities are counting on your skills – will you help them?” and “Are you with us?” advertisement advertisement To raise awareness, the project will utilize a cross-agency approach to secure ad serving and inventory donated from partners, says a DAN representative. DAN's insight-based agency M1 will place media across platforms such as Facebook, NinthDecimal, Viant, Teads and LiveIntent. Activation will be handled across DAN's programmatic specialists Amnet, Amplifi, Accordant and Merkle. The campaign's second phase will utilize the same approach and agency partners, but will target communities and individuals needing legal services. While this issue became a rallying point across the entire network, this particular cause was driven by two DAN individuals: Kathleen Dowse, director, program management and global communication, Carat, and Miri Miller, associate general counsel, Americas, DAN. "As a member of the legal community, I understand we are uniquely suited to help communities struggling to recover from natural disasters," says Miller. "Too often those who need the most help, get the least assistance because they don’t know where to turn." She stresses that although the campaign coincides with hurricane season, it offers relief for victims all types of natural disasters. Miller explains this pro bono initiative is part of DAN's broader commitment to tackling the United Nation’s 17 Sustainable Development Goals (SDG’s), or more specifically, #16, Peace, Justice and Strong Institutions and #10, Reduced Inequalities. All legal problems can have a spiraling effect on individuals, families and communities, causing employment, housing and education instability, as well as deterioration of health and well-being. These issues are amplified in the aftermath of a natural disaster, states Miller. Although the project initially will focus on the U.S., Miller says there are discussions about expanding it globally. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 29, 2019 at 05:09PM Dish Network: Lower Q2 Revs, Deals For T-Mobile/Sprint Wireless Spectrum https://ift.tt/2YyNYUB Dish Network -- which is poised to buy wireless 5G spectrum, part of a T-Mobile/Sprint merger -- posted declining second-quarter revenues and net income, as well as seeing more drops in pay TV video business subscribers. Dish Network took a 7% fall in revenue to $3.2 billion, with net income sinking 26% to $340.6 million. Revenue was higher than analysts’ projections, while net income was lower. Like many pay TV providers, Dish continued to lose pay TV subscribers, from both its satellite TV and its digital pay TV businesses. Though it narrowed losses in the second quarter -- 31,000 subscribers versus about 151,000 in the second-quarter 2018 -- its six-month trend continues to show big declines: Dish’s total pay TV subscriber is down 7.4% (965,000 subscribers) to 12.03 million. Over the period, the Dish Network had a net subscriber drop of 345,000, now totaling 9.5 million. Sling TV service grew with 55,000 net addition in subscribers, now totaling 2.5 million. advertisement advertisement In the previous second-quarter 2018, Dish Network posted a loss of 377,000 subscribers; Sling TV adding 132,000 in that period. Dish continues to increase “subscriber acquisition advertising” -- up 20% to $126.8 million in the quarter. For the last six months, this advertising has been 12% higher to $233 million. Looking at the second quarter 2019, Dish monthly revenue per customer inched up 1% to $86.34. Before the release of its second-quarter earnings, Dish Network stock closed down 3% to $38.28. The potential sale of the spectrum is a key piece of the T-Mobile/Sprint $26.5 billion deal in getting federal regulatory approval, assets Dish could eventually use to start its own wireless phone business -- competing with AT&T, Verizon and T-Mobile/Sprint. Dish has agreed to acquire Sprint's nationwide 800 MHz spectrum for a total value of approximately $3.6 billion, which includes Sprint’s Boost Mobile business. It would make Dish the fourth-largest wireless provider in the U.S. Next year, Dish has a federal deadline to build a wireless communication network or risk losing the license. Dish’s wireless phone business is expected, according to reports, to be called “Sling Wireless” -- riffing off its Sling TV business, a digital OTT live, linear TV network service. Kannan Venkateshwar, media analyst at Barclays Capital, is cautious about Dish’s expansion from a pay TV provider to mobile phone business. “Dish needs to raise capital, come up with a product and go-to-market strategy and build a network in a very short period [June 2023].” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 29, 2019 at 05:09PM VidMob Commits To Global Expansion, Former Facebook, JWT Digital Exec Runs EMEA https://ift.tt/331UqTp VidMob, a video creation service, will announced Tuesday its official commitment to EMEA and Latin America with the expansion of new offices and the addition of experienced ad executives to run the respective businesses. Earlier this year, VidMob announced the closing of $25 million in Series B financing, bringing the company’s total capital raise to more than $45 million. Craig Coblenz, VidMob cofounder-CRO, said the company will use this funding, among other monies, to expand globally. The new offices are located in Dublin, Ireland and São Paulo, Brazil. The Dublin office will serve as VidMob’s new EMEA headquarters, supporting campaigns for various Fortune 500 companies, including Coup, Dolap, Asambeauty and Carolina Lemke. “We’re investing heavily in Europe, following a strategy that aligns closely with our platform partners like Facebook, Instagram, Snap and Google,” Coblenz said. “There’s a large focus on direct-to-consumer businesses in the region.” advertisement advertisement Coblenz said “scaling creatives and understanding through data” why their ads perform as they do are the largest challenges for many of the companies in the two regions. As part of Tuesday’s announcement, Roy Cohen, director of EMEA Partnerships, will serve as the lead of the Dublin office. Cohen’s focus on growing VidMob’s partner relationships across Europe, the Middle East and Africa will help expand the company’s businesses in these regions. Prior to VidMob, Cohen was a client partner, vertical lead and direct response strategist at Facebook, and CEO of JWT Digital in Israel. He also founded a marketing research consultancy called Quantum Brands. The São Paulo office will manage work and relationships with brands and agencies across Latin America. Miguel Caeiro, head of Latin America, is leading the São Paulo office. Hired in April 2019, his expertise in the region positions him to help major brands and advertising agencies accelerate their digital media and mobile video spending in a country where traditional TV commercials have maintained dominance. These two locations — Dublin and São Paulo — are important additions to VidMob’s existing footprint as the companies searches for expansion destinations. It already has a worldwide headquarters in New York, as well as U.S. offices in Los Angeles, San Francisco, Chicago, Atlanta and Pittsfield, Massachusetts. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 29, 2019 at 03:08PM
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Try, Try Again: Samsung Fold Will Hit Market In September https://ift.tt/2ZiKsuD Maybe good things happen to those who wait -- Samsung must hope so. In April the company hurriedly called off plans to introduce its ballyhooed Samsung Galaxy Fold phone because of problems found at the eleventh hour. Now it’s going to try again. It has announced the Fold will be coming, for real this time, in September. Bad public relations -- as might happen when you cancel a product introduction -- is still better than the disastrous public relations Samsung could have faced for introducing a phone priced at $1,980 with many issues. (Samsung previously learned this lesson in 2016: Its new Galaxy 6 phones turned out to have a tendency to burst into flames. The company pulled them off the market.) “All of us at Samsung appreciate the support and patience we’ve received from Galaxy fans all over the world,” the company said in its new announcement. “Galaxy Fold is a device long in the making, and we’re proud to share it with the world and look forward to bringing it to consumers.” advertisement advertisement As its name suggests, the Fold unfolds — but more aptly, it opens up like a book. If you imagine the front of a smartphone as the 4.6 inch cover of a book, the larger 7.3 inch screen is the page inside. The smaller screen is for ordinary use, like phone calls or small graphic displays. The big one is for the video consumers increasingly use their smartphones to watch. Tragically, also from a public relations standpoint, journalists discovered one of the big flaws when some of them received the phones to test-drive. The Fold's big screen came with a thin plastic shield over it, and many of the testers tore it off. But that plastic cover, which looked like the same protective sheet you rip off a conventional smartphone, was meant to stay on. When it was removed the phone malfunctioned. Some tech reviewers were amazed at all the problems they found. Samsung said it has now improved the product since it pulled away from the original introduction -- including solving for other issues. The new Fold has “additional reinforcements” to protect the screen from external particles but still allow it to fold. Samsung also strengthened the hinges and added metal layers to protect the screen and reduced the space between the hinge and the body of the phone so the thin screen divide looks thinner still. Best of all, it seems, “the top protective layer “ some journalists tore off has now been extended, “making it apparent that it is an integral part of the display structure and not meant to be removed.” (Journalists were reportedly told not to remove the plastic, so this fix appears to make it exceedingly clear, even to tech reporters.) Patrick Holland, a reporter for CNET, blamed the tech journalism culture for creating a climate that made Samsung push the product too fast before knowing all the flaws it had. He also suggested that Apple in March was so encouraged to market its new AirPower wireless charging mat, it almost did so before the product was ready. (As with the Fold, its launch has been pulled back.) “Samsung and Apple are ultimately responsible for the products they make, but we must share some of the blame for participating in a culture where Samsung felt it needed to push the Galaxy Fold out before it was absolutely ready for consumers. Not every product is going to be the ‘next iPhone’ ” Holland wrote in a piece titled “Samsung Overhyped the Galaxy Fold But It’s Our Fault It Was Delayed.” Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 29, 2019 at 01:29PM
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Expert Insight: Why A Human-Focused Fitness Platform Launched A Digital Coach https://ift.tt/32X26GB In a bid to better meet the needs of today's mobile and digital-first consumers, Aaptiv launched a virtual trainer service that helps members achieve their goals on their own termsGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 29, 2019 at 06:47AM Cooked to Strategic Perfection: The Layers of a Deliciously Integrated Content Marketing Lasagna7/29/2019
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Cooked to Strategic Perfection: The Layers of a Deliciously Integrated Content Marketing Lasagna https://ift.tt/2ynEtch Few things in this world are as delicious as a corner piece of lasagna. For starters, the top layer of cheese is both gooey and crispy. The tomato sauce is sweet yet peppery. The meat? It’s flavorful and hearty. And don’t get me started on the ricotta and mozzarella layers—my favorite by far. via GIPHY Lasagna is the perfect dish. And its perfection is not just defined by quality ingredients, but how each ingredient is artfully layered together to bring satisfaction with each and every bite. That’s where the magic happens. Cooking a delectable lasagna to perfection is not unlike crafting an integrated approach to content marketing. On their own, your tactics may whet your audience’s appetite, but don’t pack the tasty punch of working together to make a lasting impact or drive savory results. Paid, SEO, content, social, influencer, design—all need to work in tandem to ensure your marketing objectives are met. What are the essential layers for a scrumptiously integrated content marketing lasagna? Here’s a little cooking demonstration. The Layers of a Deliciously Integrated Content Marketing LasagnaLayer No. 1: Structural SEO NoodlesNoodles are to lasagna as SEO is to content marketing. These are the support layers, helping bind the rest of tactical ingredients together while baking. They provide the structural integrity of the marketing dish—and add some much-loved, comforting carbohydrates. From providing insights about the competitive landscape or revealing content or optimization opportunities based on your current search positioning, SEO tactics help provide context and actionable next steps for developing (and optimizing) your best-answer content marketing strategy. And without multiple layers of topical focus or the right contextual firmness, it all falls apart. [bctt tweet="Noodles are to lasagna as SEO is to content marketing. These are the support layers, helping bind the rest of tactical ingredients together while baking." username="toprank"]Layer No. 2: Meaty and Savory ContentMost of the nutritional value of lasagna is rooted in the meat—or vegetables if that’s your thing. (Yes, I choose to believe lasagna is very nutritious and essential for a healthy body.) When it comes to content marketing, the content you create is what brings value to your audience. It’s what gives them delectable insights, solutions, and answers to their burning questions as they make their journey. However, to really succeed here, your content layer needs to be flavorful, well-seasoned, and fresh. It needs to be the best answer with a great user experience, impressive visuals, incredible storytelling, and valuable information. This means the flavor profile of your content needs to be multidimensional, including different content types (e.g. text, video, and/or audio, or interactive) and fit with your audience’s unique tastes.Layer No. 3: Saucy and Seasoned InfluencersWhile well-seasoned meat and perfectly cooked pasta noodles can satisfy hunger in some cases, it does not yet make for a flavorful lasagna dish. This is where the tomato sauce comes in. via GIPHY Tomatoes, basil, oregano, salt, pepper, and garlic come together to make a delectable tomato sauce to mix with the meat and coat the noodles. But there’s one key ingredient content marketers can add to make an especially spicy sauce: Influencers. Influencers add authority, credibility, flavorful insight, and even more meat to your content. Their seasoned advice also helps bring new, untapped audiences to the dinner table. But the key here is to season with care. It’s important to select, qualify, and recruit the right influencers depending on your goals, target audience, topic, and so on. Take their reach and follower size out of the equation—focus on the unique and relevant flavor they can bring to your content and audience. [bctt tweet="Identify the topics that are most important to your audience and how they align with the topics you want to be known for. Then identify the right types of relevant influencers. @azeckman" username="toprank"]Lay No. 4: Cheesy Brand GoodnessAs I mentioned, the ricotta cheese mixture is my absolute favorite lasagna layer. This creamy goodness envelops the meat sauce, adding a subtle flavors and elevating the dish as a whole. Your brand voice and personality is this cheesy, creamy goodness. Your audience needs to get a taste of who you are and how you can help, without having their senses overpowered with product messaging and misplaced calls to action. While under most circumstances I’d argue the more the merrier when it comes to cheese helpings, when it comes to crafting an integrated content marketing strategy that helps your brand shine, balance is the name of the game. [bctt tweet="Your audience needs to get a taste of who you are and how you can help, without having their senses overpowered with product messaging and misplaced calls to action. @annieleuman" username="toprank"]Layer No. 5: The Promotional ParmesanYou know when you’re eating at your favorite Italian restaurant and you’re asked if you’d like some fresh parmesan to top off your meal? Of course, you reply in the affirmative and wait until there’s a lovely dusting (or a solid coating if you’re like me) of freshly grated cheese for you to enjoy. That final, top layer of cheese is key for any good lasagna or any integrated digital marketing strategy. But just because it’s the last layer added, doesn’t mean it’s an afterthought. Your promotional parm has been planned all along. Organic social media. Email marketing. Paid social, search, or display ads. Third-party editorial. Influencer activation. Cross-site promotion. As you pull your freshly baked content marketing lasagna out of the oven, the tantalizing top layer is the first thing your audience will see. How will you attract your audience? How will you entice them to take a bite? How will you ensure they’re satisfied and asking for more? [bctt tweet="Content promotion can’t be effective if it’s an afterthought. Your best practice would be to make promotion part of content planning. @leeodden" username="toprank"] Read: 50 Content Promotion Tactics to Help Your Content Get Amazing ExposureCook Your Integrated Marketing Lasagna to PerfectionA well-crafted and delicious lasagna has expert layers, with each layer’s flavors and textures coming together to deliver perfection in every bite. A great content marketing strategy does, too. Leverage SEO tactics to provide foundational insights that can be built upon with meaty content. In addition, perfect your secret influencer sauce to coat your content and SEO noodles in flavor and insight. Finally, ensure your top layer of ooey gooey cheese is part of your cooking strategy from the beginning. Looking for more tasty content marketing recipes? Learn how to whip up a strategic and mouthwatering Repurposed Content Cobbler.The post Cooked to Strategic Perfection: The Layers of a Deliciously Integrated Content Marketing Lasagna appeared first on Online Marketing Blog - TopRank®. Mobile Marketing via Hubspot https://ift.tt/2wiHYzh July 29, 2019 at 05:39AM
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Understanding Your Gen Z Consumer: Insights Into The Next-Generation’s Values https://ift.tt/2JXtDQV In partnership with Suzy, PSFK research reveals that Gen Zers seek brands that match their purpose, highly rate open-mindedness and value self expression more than millennialsGet More Ideas With The PSFK Daily Newsletter Mobile Marketing via PSFK http://www.psfk.com/ July 26, 2019 at 10:48PM Mobile Spend Takes More Than Half Of Search Budgets https://ift.tt/2ycRbdF Marketers are officially spending more on mobile search -- at least with Kenshoo. During the second quarter of this year, marketers working with the company spent 51% of their budgets on mobile search. Overall, paid search spend rose 10% year-over-year during the second quarter among Kenshoo’s clients. Spending on search product ads rose 30% YoY, the company reported this week. Spending on search product ads also rose 30% YoY during the second quarter of 2018. Clicks and impressions grew much faster than the amount marketers spent. The report notes that during the second and third quarter of 2018, the industry saw similar growth. In the final quarter of last year, impressions spiked, which makes sense, given the holidays. During the first two quarters of 2019, impressions and clicks outpaced the amount marketers spent. Interestingly, the cost per click (CPC) fell 10% YoY. Kenshoo attributes the decline to the influx of mobile and product ads, which are typically much lower in cost. They delivered about 23% more clicks compared with the year-ago quarter. advertisement advertisement Product ads typically use long-tail terms now, with less competition and bid price as general terms. Although individual volume on these niche terms can be low, in aggregate, they move CPC and CTR industry trend averages down, according to the analysis. Mobile share has remained consistent for several quarters -- about 70% of impressions and clicks, and about 50% of spending. In the second quarter, social product ads saw a 33% YoY increase. Social spending rose 37% YoY, impressions rose 24% YoY, social clicks fell 12% YoY, and social cost-per-thousand (CPM) impressions rose 10% and 9% YoY, respectively. Brands are managing their product ads as if they are a new, aggregated subset of social and mobile channels. This could be a signal that product advertising is starting to break out as its own discipline with bespoke budgets and managed somewhat like a single channel. Ecommerce spending also rose during the quarter. The percentage hit close to the amount spent in the fourth quarter of 2018. In the second quarter, ecommerce spending rose 66% YoY, with impressions and clicks following at 59% and 57%, respectively. Mobile Marketing via MediaPost.com: mobile https://ift.tt/2oB2PsH July 26, 2019 at 03:40PM |
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