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Pedro Gonçalves

The Future of Marketing is (better) Context | Forrester Blogs - 0 views

  • Context is more than location. Context is derived from a wealth of signals pulled from environmental, social, emotional, cultural, and economic factors. The current SMS push messaging campaigns, where an offer fires based on a customer's location, is just the beginning. As marketers mature in handling context, they will come to know that Mrs. Smith isn't interested in the store nearest her home, where the area has poor lighting and bad parking, but the one you have in the mall 10 miles further out. Why? Because she can visit your shop, along with six others, in the stress-free mall; leave her infant in the crèche; and pick up her husband from work on the way back. 
  • Smartphones and wearables are the Trojan horse for bringing this new data to brands, with the new Samsung S4 smartphone having nine built-in sensors, and Google Glass a staggering 13. These devices bring more environmental and emotional real-time data about location, orientation, movement, temperature, humidity, light levels, and other golden cues to help remotely view a moment
  • two-thirds of consumers would unsubscribe from brands promotions if they thought the messages were too frequent — in the UK, 27% said they would stop using the product completely. It's clear that brands have to respond by understanding context in order to set the appropriate cadence of messaging.
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  • Context isn't an optional approach for brands; it is one increasingly mandated by a connected smart consumer.
Pedro Gonçalves

Mobile Apps Are the New Network TV, Without the Ad Dollars - 0 views

  • audience for mobile apps has hit 58 million in primetime — 8 p.m.
  • The IAB estimates that the U.S. mobile ad market brought in $3.4 billion in 2012. The IAB didn't break out revenues for apps vs. the mobile web, but Flurry has estimated that 80% of mobile activity occurs on apps
  • Kantar Media calculated that TV advertising accounted for $74 billion in ad revenues in 2012. Even if apps generated 100% of mobile ad revenues, the market would still be just 4.5% that of TV.
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  • there are now more monthly users of mobile apps than there are for desktop computers and laptops. Yet the the desktop ad market is still 10 times the size of the mobile ad market in revenues
  • To execute a mobile ad buy, you have to choose between various networks and exchanges and real-time bidding platforms. The ads themselves are also different since they're often designed to prompt users to take action relatively quickly, which mean fewer branding ads and more direct-response executions. To ensure that the ads are effective, it helps to tailor to them to individual users' demographics and geographic location. To make things even more complicated, while on desktop, there are basically two operating systems, in mobile there are at least 10, Becker says and "hundreds of browsers and screen sizes."
  • eMarketer predicts that TV will continue to grow — and outpace digital advertising — through 2017.
  • TV ratings are down — Morgan Stanley analyst Benjamin Swinburne recently found that they fell 50% over the past decade — TV is still the last place where you can find 5 million or more people tuned in at the same time to an ad. You may be able to get in front of 5 million people on Facebook, but if you use a display ad, only about one in 1,000 people will click on it.
  • bigger advertisers are jumping into mobile — Mondelez (nee Kraft) pledged last year to put 10% of its ad budget into the segment
Pedro Gonçalves

Behavior-Based Anticipatory Computing Coming To Social Networks - ReadWrite - 0 views

  • By aggregating personal data and preferences based on your check-ins, applications can begin to tailor suggestions for you, effectively driving decision-making and transactions. 
  • With Foursquare’s latest iOS update, the company is continuing its vision of telling you where to go next, not just where you are.
  • Foursquare is rolling out push notification recommendations and an application redesign that makes it easier for users to find out what’s happening around them.
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  • Foursquare will only provide notifications that are relevant to you personally. The application learns your behavior based on previous check-ins and recommendations. You won’t get notifications everywhere you go; rather, when you’re at a restaurant, Foursquare will crawl the tips and if there is one that fits your profile, you will be notified. Additionally, a new swipeable carousel of suggestions at the top of the application’s home page will show location-based suggestions, such as deals around the corner or something saved to your to-do list nearby. 
Pedro Gonçalves

Smartphone user study shows mobile movement under way - Google Mobile Ads Blog - 0 views

  • 71% of smartphone users search because of an ad they’ve seen either online or offline; 82% of smartphone users notice mobile ads, 74% of smartphone shoppers make a purchase as a result of using their smartphones to help with shopping, and 88% of those who look for local information on their smartphones take action within a day.
  • These are some of the key findings from “The Mobile Movement: Understanding Smartphone Users,” a study from Google and conducted by Ipsos OTX, an independent market research firm, among 5,013 US adult smartphone Internet users at the end of 2010.
  • General Smartphone Usage: Smartphones have become an integral part of users’ daily lives. Consumers use smartphones as an extension of their desktop computers and use it as they multi-task and consume other media.81% browse the Internet, 77% search, 68% use an app, and 48% watch videos on their smartphone 72% use their smartphones while consuming other media, with a third while watching TV 93% of smartphone owners use their smartphones while at home 
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  • Nine out of ten smartphone searches results in an action (purchasing, visiting a business, etc.) 24% recommended a brand or product to others as a result of a smartphone search
  • Local Information Seekers: Looking for local information is done by virtually all smartphone users and consumers are ready to act on the information they find. 95% of smartphone users have looked for local information 88% of these users take action within a day, indicating these are immediate information needs 77% have contacted a business, with 61% calling and 59% visiting the local business
  • Purchase-driven Shoppers: Smartphones have become an indispensable shopping tool and are used across channels and throughout the research and decision-making process. 79% of smartphone consumers use their phones to help with shopping, from comparing prices, finding more product info to locating a retailer 74% of smartphone shoppers make a purchase, whether online, in-store, or on their phones 70% use their smartphones while in the store, reflecting varied purchase paths that often begin online or on their phones and brings consumers to the store
  • Reaching Mobile Consumers: Cross-media exposure influences smartphone user behavior and a majority notice mobile ads which leads to taking action on it.71% search on their phones because of an ad exposure, whether from traditional media (68%) to online ads (18%) to mobile ads (27%) 82% notice mobile ads, especially mobile display ads and a third notice mobile search ads Half of those who see a mobile ad take action, with 35% visiting a website and 49% making a purchase
  • Make sure you can be found via mobile search as consumers regularly use their phones to find and act on information. Incorporate location based products and services and make it easy for mobile customers to reach you because local information seeking is common among smartphone users.  Develop a comprehensive cross-channel strategy as mobile shoppers use their phones in-store, online and via mobile website and apps to research and make purchase decisions.  Last, implement an integrated marketing strategy with mobile advertising that takes advantage of the knowledge that people are using their smartphones while consuming other media and are influenced by it.
Pedro Gonçalves

Nielsen: Online Ads Show Biggest Increase Globally in Ad Spending - 0 views

  • According to a new report from consumer researcher Nielsen, Net advertising saw the biggest increase among all ad spending worldwide in the first quarter, with a 12.1 percent increase compared to a year ago at the same time.
  • The report, called the Global Adview Pulse, also found increases in all other media, except magazines. Radio was second with a 7.9 percent increase, followed by outdoor advertising with 6.4 percent, ads in cinemas at 4.1 percent, newspapers at 3.1 percent, and 2.8 percent for TV. Magazines dropped 1.4 percent in ad spending.
  • Globally, advertising was up 3.1 percent in the first quarter year-over-year to US$ 128 billion, following a strong finish last year.
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  • Advertising spending in emerging markets is increasing faster than in the worldwide market
  • Ad budgets in North America grew by 2.1 percent, and recession-hit Europe dropped 1.4 percent — the only region to see a decline.
  • In terms of total dollars spent, TV is still king with the most spending. The growth in TV market ad spend, like the growth in overall spending, was region-dependent. In the emerging markets of the Middle and Africa, for instance, TV soared 33.8 percent, while it grew only 4 percent in North America.
  • The evolution of print advertising is also heavily region-dependent, meaning that any predictions about the demise of print might best specify a location. Magazine ad spending actually increased by 7.6 percent in Latin America, for instance, but dropped by 5 percent in the U.S. Newspapers showed a similar difference, increasing by 10.3 percent in Latin America and dropping by 2.1 percent in the U.S.
  • However, the growth in online advertising was consistently strong around the planet. The Middle East and Africa again led, with 35.2 percent, followed by Latin America at 31.8 percent and Europe at 12.1 percent. Radio also saw growth in every region.
Pedro Gonçalves

26 Ways to Create Social Media Engagement With Content Marketing | Social Media Examiner - 0 views

  • you need writers and team members who can think strategically about the content that will resonate most with your audience.
  • Search for people asking questions about your keyword or phrase on Twitter.
  • “Content curation is not about collecting links or being an information packrat, it is more about putting them into a context with organization, annotation and presentation.  Content curators provide a customized, vetted selection of the best and most relevant resources on a very specific topic or theme.”
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  • Post curated content 50%, original content 30% and promotional material 20% of the time.
  • The data in a piece of content posted on Google+ is immediately indexed for Google search. On Twitter or Facebook, Google has restricted access to the data and indexing can take a few days. AuthorRank, the digital signature for Google+ users, is also set to affect the ranking order for search results.”
  • Take time to comment
  • Place your keywords:In the Bio or About Us section of all of your social networks
  • Post status updates often (especially every morning).
  • In survey after survey, smartphone users want to know if a close physical location is open. Content for these types of searches should include basic contact information—address, phone number and operating hours—as well as a short description of the location highlighting why a visitor should choose that location.
  • replying to the comments on media can be as important as the creation of the content itself. When someone comments, you must reply.”
Pedro Gonçalves

Internet Ad Revenues Again Hit Record-Breaking Double-Digit Annual Growth, Reaching Nea... - 0 views

  • Digital advertising revenues climbed to a milestone high of $36.6 billion in 2012
  • That historic number marks a 15 percent rise over 2011’s full-year number, which itself had been the highest on record, at $31.7 billion.
  • 2012’s fourth quarter numbers, at $10.3 billion, rose by 14.9 percent from $9 billion in the final quarter of 2011. These 2012 Q4 figures represent an uptick of 11.6 percent over Q3 2012, which came in at $9.2 billion.
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  • Digital video, a component of display-related advertising, brought in $2.3 billion, marking a significant year-over-year increase of 29 percent in 2012, compared to $1.8 billion in 2011. Search revenues in 2012 totaled $16.9 billion or 46 percent of 2012 revenues, up 14.5 percent from $14.8 billion in 2011. Display-related advertising revenues in 2012 totaled $12 billion or 33 percent of 2012 revenues, up almost 9 percent from $11 billion in 2011. Retail advertisers continue to represent the largest category of internet ad spending, accounting for 20 percent in 2012, followed by financial services, which is responsible for 13 percent of the year’s revenues.
  • For the second year in a row, mobile achieved triple-digit growth year-over-year
  • Mobile accounted for 9 percent of total internet ad revenue in 2012.
  • “These record-breaking numbers represent a paradigm shift when it comes to marketers recognizing the role a multiplicity of screens plays in effectively reaching today’s consumers,”
  • “As Smartphones get smarter, cellular networks get faster and user penetration of smart mobile devices increases, the combination of personalization and location will have tremendous appeal to marketers,”
  • Performance-based 64.6% $20,491 65.9% $24,093
Pedro Gonçalves

Facebook Studio :: Blog | Introducing Graph Search: Help People Discover your Business ... - 0 views

  • The name, category, vanity URL, and information you share in the “About” section all help people find your business and should be shared on Facebook. If you have a location or a local place Page, update your address to make sure you can appear as a result when someone is searching for a specific location. Focus on attracting the right fans to your Page and on giving your fans a reason to interact with your content on an ongoing basis.
Pedro Gonçalves

Facebook Exchange Retargeting In the News Feed | Optim.al - 0 views

  • Facebook recently announced that it will be extending Facebook Exchange (FBX) Retargeting into the News Feed, bringing the placement of these targeted ads beyond the network’s right-hand panel
  • Known as one of the strongest forms of targeting available in digital media, FBX helps marketers reach users on Facebook who have demonstrated interest through browsing behavior. By targeting users in a timely and contextually relevant manner, FBX can effectively drive sales, improve customer engagement, and promote brand awareness.
  • Ads in the News Feed have historically resulted in some of the strongest metrics compared with other locations.
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  • Ads in the News Feed are Page Post Link Ads.  To develop them, keep in mind the following specifications: 500 characters of allotted text, anything beyond that will be truncated Attached links contain an image, title, and the domain in the body text Depending on the length of the body text, 2 to 3 lines can be filled within the ad Images should be 90 x 90 pixels
  • News Feed CTR’s can be up to 10x higher than standard Facebook ads.
Pedro Gonçalves

Twitter's New Ad Product Could Create Hub Of Aggregated Advertising Data | Fast Company... - 0 views

  • now brands can serve up ads to users based on the content they're actually tweeting.
  • keyword-based advertising
  • advertisers can buy specific keywords to target certain users. "For example: let’s say a user tweets about enjoying the latest album from their favorite band, and it so happens that band is due to play a concert at a local venue," Malhotra explained. "That venue could now run a geotargeted campaign using keywords for that band with a tweet containing a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted Tweet in their timeline letting them know tickets are for sale in their area."
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  • To set up a campaign, advertisers can choose the keywords or phrase they want to target. Next, they can set more specifics, such as the location or gender of a user, or what device he or she is using. Twitter says early tests of this new ad product yielded higher engagement rates. GoPro, for example, saw "engagement rates as high as 11%" when using keywords to target users on Twitter.
Pedro Gonçalves

Use Big Data to Predict Your Customers' Behaviors - Jeffrey F. Rayport - Harvard Busine... - 0 views

  • The beauty of such Big Data applications is that they can process Web-based text, digital images, and online video. They can also glean intelligence from the exploding social media sphere, whether it consists of blogs, chat forums, Twitter trends, or Facebook commentary. Traditional market research generally involves unnatural acts, such as surveys, mall-intercept interviews, and focus groups. Big Data examines what people say about what they have done or will do. That's in addition to tracking what people are actually doing about everything from crime to weather to shopping to brands. It is only Big Data's capacity for dealing with vast quantities of real-time unstructured data that makes this possible.
  • Much of the data organizations are crunching is human-generated. But machine sensors — what GE people like CMO Beth Comstock called "machine whispering" when I talked with her this past summer — are creating a second tsunami of data. Digital sensors on industrial hardware like aircraft engines, electric turbines, automobiles, consumer packaged goods, and shipping crates can communicate "location, movement, vibration, temperature, humidity, and even chemical changes in the air."
  • the number of Google queries about housing and real estate from one quarter to the next turns out to predict more accurately what's going to happen in the housing market than any team of expert real estate forecasters. Similarly, Google search queries on flu symptoms and treatments reveal weeks in advance what flu-related volumes hospital emergency departments can expect.
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  • Knowing the right time to deliver the right message (or action) in the right place before the time has come will bestow extraordinary power to those who wield such intelligence with intelligence
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