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Carri Bugbee

Advertising - Social Media, Online Video Driving Ad Spend Growth : MarketingProfs Article - 0 views

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    nternet ad spending is forecast to grow 14.6% YOY in 2013, while traditional media is on track to grow 1.7%.
Carri Bugbee

P&G's Pritchard Calls for Digital to Grow Up, Clean Up | Media - AdAge - 0 views

  • said the company has vowed to no longer pay for any digital media, ad tech companies, agencies or other suppliers for services that don't comply with its new rules.
  • Problems in what he called the "media supply chain" may help explain why the U.S. has anemic economic growth despite $200 billion in annual ad spending, including $72 billion on digital, Mr. Pritchard said. The IAB is 21 years old now, he noted, and digital collectively gets more money than TV.
  • we are now poring over every agency contract for full transparency by the end of 2017 to include terms requiring funds to be used for media payment only, all rebates to be disclosed and returned, and all transactions subject to audit,"
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  • P&G is fully endorsing the often controversial Media Rating Council viewability standards for digital media -- which defines display ad impressions as "viewable" if at least 50% of pixels are on-screen for at least one second and video as viewable if at least 50% of the player is on-screen for at least two seconds.
Carri Bugbee

Facebook's fake-name fight grows as users skirt the rules | The Verge - 2 views

  • Over the past year, he's noticed more friends subverting Facebook's real name policy. "I have seen a growing trend of people who will shut down one page, let you know that they're opening a new one, and then they'll use an alias,"
Carri Bugbee

Social media in 2018: Time to grow up or get out - Marketing Land - 0 views

  • Instead of complaining that you are being “forced” into “pay for play” on networks like Facebook, embrace the fact that social paid promotion is probably the most sophisticated marketing tool ever created.
  • There is a steep learning curve to doing it right, and the need for a regular investment of time to properly manage campaigns. Additionally, even for paid campaigns, you still need to have content that doesn’t trigger ad blindness. But the ability to target your messages to exactly the right people, and to creatively remarket to those who have already shown interest, is unparalleled.
  • There is a major side benefit to moving toward that kind of content, beyond just keeping you in the news feed: Truly engaging content is better for your business. It helps make your brand more respected and remembered. It develops positive feelings toward your business that help influence people when it’s time to make a buying decision.
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  • The lesson from the influencer marketing scandals of the past year is that using people who are influencers merely because of their follower count is a losing proposition. But that doesn’t mean influencer marketing is not valuable. The key is to seek out relationships with influencers who have truly earned their influence. You should be looking for people who have real respect, trust and authority in your industry, or in an area that at least relates to your industry. The pitch here is a genuine exchange of value, where you bring something to the table for the influencer (other than just a hefty check), and they contribute their sincere endorsement and amplification to their audience.
Carri Bugbee

Rivals Chip Away at Google's and Facebook's U.S. Digital Ad Dominance, Data Show - WSJ - 0 views

  • eMarketer predicts the combined U.S. digital ad market share of Alphabet Inc.’s GOOGL -0.23% Google and Facebook will fall for the first time this year, shrinking to 56.8% from 58.5% last year. At the same time, overall digital ad spending in the country is likely to grow nearly 19% to $107 billion in 2018.
  • That would give Google command of 37.2% of the market, down from 38.6%. Facebook’s market share will likely be 19.6%, down from 19.9%,
  • Advertisers’ relationships with Google and Facebook have grown tense in recent years amid controversies over ads appearing next to inappropriate content, measurement discrepancies, and questions over the tech companies’ roles in Russia’s efforts to spread misinformation to influence the 2016 U.S. presidential election.
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  • While it is a relatively small player in the digital ad industry so far, Amazon.com Inc. AMZN +1.92% is among the companies emerging as a potential rival to the duopoly. The retail giant is projected to bring in $2.89 billion in U.S. digital advertising this year, a 64% increase over 2017.
  • Snap Inc., though still a small competitor, is forecast to grow its U.S. digital ad revenue by 82% to more than $1 billion in 2018 while increasing its share to 1%, according to eMarketer.
  • Twitter faces more obstacles. The social-media company’s digital ad revenue in the U.S. is expected to decrease 4.9% to $1.12 billion in 2018.
Carri Bugbee

Optify study: Say goodbye to your keyword data - 1 views

  • Google’s controversial encrypted-search feature has had a chilling effect on B2B publishers’ ability to track organic search referral terms,
  • Encrypted search queries, which are enabled when a user signs into a Google account, now account for almost 40% of referring traffic data to B2B sites
  • “Eventually you’re not going to be able to measure SEO performance by keyword or understand the impact of organic search on your website traffic, engagement or conversions.”
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  • There are ways to work around the growing blackout of keyword data. Optify offers 5 tips:
  • 1. Make the most out of the data you have
  • 2. Use Webmaster Tools.
  • For SEO work, use proxies.
  • 5. Use PPC data to estimate keyword performance.
Carri Bugbee

Increase B2B Lead Conversion with Social Login on Your Site | Janrain - 2 views

  • A great example of a company removing registration friction for a business audience is the online media division of The Business Journals. Since deploying Janrain Engage Social Login in June, they have reported a 12% increase in site registrations across 40 online properties.
  • Will social media play an important role for B2B marketers in the near future? We believe so and are seeing a growing interest from technology solution providers and other organizations that want to add a social element to their B2B website and marketing efforts. In Forrester’s report: Market Overview: 2011 Social Media Platforms For B2B Tech Marketing, they indicate: Today, there is increased demand for social media platforms from B2B tech marketers that are using social media tactics to engage with business technology buyers.
Carri Bugbee

LinkedIn's publishing platform opens to all users - Tech News and Analysis - 0 views

  • LinkedIn’s Publisher Platform is the user-facing component to what has become a robust media arm at LinkedIn, largely propelled by its acquisition of news-reading app Pulse, and its content often feeds into daily news aggregator LinkedIn Today.  The platform, which allows users to connect and share content with others, is part of LinkedIn’s strategy to grow the frequency with which users interact on the website. The staged roll-out will provide access for roughly 25,000 users on LinkedIn, with the goal of a global roll-out within a few months.
Carri Bugbee

An Open Letter To Mark Zuckerberg | Forrester Blogs - 0 views

  • while lots of marketers spend lots of money on Facebook today, relatively few find success. In August, Forrester surveyed 395 marketers and eBusiness executives at large companies across the US, Canada and the UK — and these executives told us that Facebook creates less business value than any other digital marketing opportunity.
  • ompany focuses too little on the thing marketers want most: driving genuine engagement between companies and their customers. Your sales materials tease marketers with the promise that you’ll help them create such connections. But in reality, you rarely do. Everyone who clicks the like button on a brand’s Facebook page volunteers to receive that brand’s messages — but on average, you only show each brand’s posts to 16% of its fans.
  • company isn’t good enough at the pure advertising business onto which you’ve shifted your focus. We estimate your site now delivers tens of billions of display ads every day. But fewer than 15% of those ads leverage your ever-growing cache of social data to target relevant audiences. And your site’s static-image ad units offer marketers less impact per impression than they could achieve with the ad units other sites offer.
Carri Bugbee

Advertisers Spend Much More With Facebook But Twitter Performs Better - CMO Today - WSJ - 1 views

  • Twitter ads generate clicks at a significantly higher rate than Facebook. As a result, the firm found, advertisers are significantly dialing up their Twitter ad spending.
  • “Business & Consumer Services” saw its Twitter ad spending soar by 361 percent in the fourth quarter over the third quarter, versus Facebook’s still huge 211 percent increase. Over the course of 2013, Twitter ad spending for the ”Business & Consumer Services” ballooned 297 percent, found Resolution.
  • Why is Twitter growing despite a much smaller audience? For one, Twitter has rolled out several compelling new offerings that connects its ads directly to TV shows and commercials, Resolution’s report notes.
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  • “Twitter ads…generate clicks at a much higher rate as advertisers integrate them tightly with broad trends and conversations, serving up straightforward messaging and content directly into relevant conversation streams.”
Carri Bugbee

Closing the Social Loop Through Content Marketing - 0 views

  • Most of your content is getting lost in the shuffle. Recycle it! Let the customer’s social activity tell you what they prefer. Engagement in social is good, but not if that’s all you get. Some top brands have made the transition to acting like publishers with dedicated internal and external teams cranking out content.
  • Top tactics used by savvy publishing brands are: Storytelling – high quality engaging content on an going basis Infographic Creation – relevant lists and how to’s Visual Content Marketing – compelling visuals eBook Creation – great for lead generation eMailer Personalization – targeting with relevance and being the information / education source Content Curation within an Industry – keep people coming to you because you find what’s hot and important to your customers, making it easy for them to keep current Webinars / Pod Casts / Google Hangouts – establishes authority Slide Share Presos – extends your corporate social graph and thought leadership Case Studies – SEO value and high share currency Videos to Motion Infographics – video is growing
  • Brands have a need for smart content routing and unique displays which enable them to maximize customer engagement and experience at every touch point, increasing site participation, and garnering higher social share just begs to get fracked.
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  • Brands must embrace customer driven publishing techniques to scale their own engagement and utilize intelligence to drive higher call to action responses. There are several examples of content recommendation and discovery platforms. You may have seen them on bottom or right sides of sites, labeled “Sponsored”, “Content Found for You”, or “You Might Also Like”.
  • Companies like Outbrian, Taboola and Zemanta all provide content fracking techniques over some of the biggest publishing networks. Here is a list of the top platforms, ranked by market share (based on LeadLedger analysis). OutBrain Taboola NRelate Zemanta Disqus Scribol ShareThrough
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    How to Frack Your Content Marketing and Close The Social Loop
Carri Bugbee

6 Reasons Marketing Is Moving In-House - 0 views

  • 1. Agencies are slow.
  • “The work is moving closer to where the customers are, where the responses can be more rapid and connected.”
  •  2. Agencies are stuck on advertising.
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  • Another brand manager told me that many agencies are creating social spin-offs but they still operate like traditional ad agencies
  •  3. Continuity has become more important than campaigns. There’s a key difference between funding an ad campaign and supporting a social media effort.
  • 4. Companies no longer want to outsource customer relationships.
  • “Agency employees are stretched thin, and their ideas are too. It’s harder to invest in a brand and do a bang up, non-cookie-cutter job for a client when you have 12 other brands on your time sheet. Moving to the client side allows for more opportunity to really invest in one brand and watch it grow.”
Carri Bugbee

Applying Agile Methodology To Marketing Can Pay Dividends: Survey - 0 views

  • In today’s fast-paced, multichannel world, marketers no longer have the luxury to spend months crafting large projects; they must innovate and produce on the fly and respond immediately to market disruptions. In their new report, the researchers explain, “Agile for Marketing (A4M) drives long-term marketing strategies with short-term, customer-focused iterative projects that improve responsiveness and relevance. It allows for faster creative, more testing, smarter improvements and better results.”
  • 63% of marketing leaders indicate agility as a high priority, but only 40% rate themselves as agile.
  • The CMOs we spoke with needed a solution that would help them orient marketing activities around the constant change in the marketplace—a solution that allows them to be more dynamic and flexible in their operations, more productive, and more collaborative and integrated in their work product.
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  • Where confusion or inconsistency sets in is around Agile, the methodology, and the use of it in marketing. Agile helps reinforce a culture of agility by providing structure that drives marketers to be iterative, flexible, customer-centered, and focused on priorities of high-value. Many CMOs are unfamiliar with the Agile Methodology used in software development and its application to marketing. We are seeing adoption grow, but it’s still a new concept in marketing.
  • As CMOs become more and more responsible for growth, they have an unprecedented need for speed and flexibility.
  • Marketers who wait to deliver a big splash are not taking advantage of real-time ways to infuse market feedback into the development process.
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