Internet is increasingly becoming the dominant media for Ukrainian consumers, especially among younger demographics. Time spent on screens is growing while print media is declining. The number of connected devices per person is also rising. For advertisers, there is a push toward more personalized and performance-based digital campaigns across multiple channels. New technologies like mobile payments and virtual reality continue to change user behaviors and expectations.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
With the innate measurability of digital comes a new set of considerations on how to deliver and evaluate advertising activity. The Value of a Digital Ad is a collection of comScore research which demonstrates how clean impressions that are free from invalid traffic and fraud, as well as viewable by human audiences, are fundamental to success.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
China's first cross device study on online video. Dive Video explores online video from 2 angles: advertising and content. We explore the online video user journey, online video triggers, and what kind of online video advertising works best.
Executive summary of a seminar given by Tim Dolan of Kickframe to a group of Canadian marketers. The focus of the session was to provide a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
With the innate measurability of digital comes a new set of considerations on how to deliver and evaluate advertising activity. The Value of a Digital Ad is a collection of comScore research which demonstrates how clean impressions that are free from invalid traffic and fraud, as well as viewable by human audiences, are fundamental to success.
SCREEN WARS: THE BATTLE FOR EYE SPACE IN A TV-EVERYWHERE WORLDAidelisa Gutierrez
While media fragmentation is happening across all formats, the “Screen Wars” report focuses on video programming, which we define as any type of content, such as TV, cable shows, professional video or user-generated content, that is watched on your TV, PC, mobile phone, tablet or e-reader device. The Nielsen Global Digital Landscape Survey polled 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming. We also examine consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.
http://www.nielsen.com/us/en/insights/reports/2015/screen-wars-the-battle-for-eye-space-in-a-tv-everywhere-world.html
Transcend is OMD’s point of view of the key media trends to watch out for in the next 12 months. Transcend goes beyond the surface, diving deep into what is really happening in media in China and the implications for advertisers. This year we will see TV channels evolve even more as TV channels claim back their audiences, the sophistication in how we buy on digital will be taken up a notch and social will drive data. Transcend will give you a clearer picture of what issues need to be considered when advertising to your customers.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
16 for 16 trends handbook - Ignition one - 2016Romain Fonnier
Manuel des 16 tendances marketing 2016, par IgnitionOne : Rester au courant des changements constants des tendances marketing n’est pas chose facile – savoir quelles tendances perdurera et qu’elle autre va s’arrêter rajoute à la complexité. C’est pourquoi IgnitionOne a créé le Manuel 16 – un exposé en profondeur des 16 tendances de fond du marketing en 2016 et comment chacune de ces tendances va directement impacter les marketeurs. Basé sur le webinar animé par Patti Renner, Vice Présidente Marketing d’IgnitionOne pour l’Amérique du Nord, ce manuel fournit des pistes de réflexion aux marketeurs désireux de comprendre comment ils peuvent utilisées ces tendances de l’industrie pour renforcer leur stratégie 2016 – et leurs propres compétences.
Téléchargez ce manuel pour en apprendre plus sur :
Le déploiement des “walled gardens”
Le Marketing de la personnalisation
L’Ad blocking
La Convergence des messages
Le Marketeur, acteur des ventes
Et plus…
Read more at http://www.ratecard.fr/manuel-16-tendances-marketing-2016-ignitionone/#xS6CR31fodUWMWg1.99
eMarketer Webinar: Best Practices in Digital Video AdvertisingeMarketer
This webinar covers the latest data, analysis and industry trends in digital video advertising. We share insights from executives at brand marketers, agencies, publishers, ad networks and technology firms. Topics include: Digital video ads—what to buy, where to buy and how to target; Common metrics for measuring success; Emerging platforms and devices, from YouTube to Snapchat, tablets to wearables; Native video—passing fad or a format that’s here to stay?
Mapping connected tv viewership: CTV India Report 2021 by mediasmartSocial Samosa
The latest India CTV report 2021 by mediasmart highlights consumer adoption insights layered with an expert view on the possible advertising potential of the CTV medium.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
Innovations that Convert Cord Cutters Into Smart SubscribersCleverTap
- Media and OTT innovations and industry trends to watch out for in 2019
- Effectively engaging OTT app users to maximize key monthly metrics
- Success Story: How SonyLIV scaled personalization to increase conversions
- CRM innovations expected in 2019
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
Mobile Marketing helps the companies to reach the right target audience globally. Digital Marketing landscape have grown exponentially over the years in India.
Brightroll & IAB Canada 2013 Digital Video ReportIAB Canada
Released - June 2013
BrightRoll along with IAB Canada, released the third annual Canada Video Advertising Report in June 2013, revealing a breakout year for digital video. The report, surveying more than 300 advertising executives at top agencies across Canada, addresses key industry trends to help marketers navigate the shifting media landscape and gain an understanding of the opportunities and challenges that digital advertising presents.
Digital video has become one of the fastest-growing segments of advertising in Canada, where consumers are some of the most sophisticated viewers of online and mobile video content in the world. According to comScore, 92 percent of Canadian Internet users watch videos online, and in the past year, the number of consumers watching videos on smartphones has more than doubled. The 2013 report reveals Canadian advertisers are accelerating spending towards digital video (up 42 percent from 2012) to meet growing demands from clients looking to reach audiences across screens.
SearchLove Boston 2015 | Ian Lurie, 'Why the Hell Not? SEO Leadership Through...Distilled
Learn the tactics and strategic thinking necessary to get in front of clients and bosses, instead of chasing them from demand to demand. In this session, Ian will teach us a better way to measure search, integrating search with marketing strategy, and how to choose your battles.
SCREEN WARS: THE BATTLE FOR EYE SPACE IN A TV-EVERYWHERE WORLDAidelisa Gutierrez
While media fragmentation is happening across all formats, the “Screen Wars” report focuses on video programming, which we define as any type of content, such as TV, cable shows, professional video or user-generated content, that is watched on your TV, PC, mobile phone, tablet or e-reader device. The Nielsen Global Digital Landscape Survey polled 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming. We also examine consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.
http://www.nielsen.com/us/en/insights/reports/2015/screen-wars-the-battle-for-eye-space-in-a-tv-everywhere-world.html
Transcend is OMD’s point of view of the key media trends to watch out for in the next 12 months. Transcend goes beyond the surface, diving deep into what is really happening in media in China and the implications for advertisers. This year we will see TV channels evolve even more as TV channels claim back their audiences, the sophistication in how we buy on digital will be taken up a notch and social will drive data. Transcend will give you a clearer picture of what issues need to be considered when advertising to your customers.
Why [Mobile] [In-app] Programmatic? A Marketer's GuideMoPub
What do buyers need to know about how RTB works, what "premium" means for mobile inventory, mobile attribution, and more? It's all here in our handy guide.
16 for 16 trends handbook - Ignition one - 2016Romain Fonnier
Manuel des 16 tendances marketing 2016, par IgnitionOne : Rester au courant des changements constants des tendances marketing n’est pas chose facile – savoir quelles tendances perdurera et qu’elle autre va s’arrêter rajoute à la complexité. C’est pourquoi IgnitionOne a créé le Manuel 16 – un exposé en profondeur des 16 tendances de fond du marketing en 2016 et comment chacune de ces tendances va directement impacter les marketeurs. Basé sur le webinar animé par Patti Renner, Vice Présidente Marketing d’IgnitionOne pour l’Amérique du Nord, ce manuel fournit des pistes de réflexion aux marketeurs désireux de comprendre comment ils peuvent utilisées ces tendances de l’industrie pour renforcer leur stratégie 2016 – et leurs propres compétences.
Téléchargez ce manuel pour en apprendre plus sur :
Le déploiement des “walled gardens”
Le Marketing de la personnalisation
L’Ad blocking
La Convergence des messages
Le Marketeur, acteur des ventes
Et plus…
Read more at http://www.ratecard.fr/manuel-16-tendances-marketing-2016-ignitionone/#xS6CR31fodUWMWg1.99
eMarketer Webinar: Best Practices in Digital Video AdvertisingeMarketer
This webinar covers the latest data, analysis and industry trends in digital video advertising. We share insights from executives at brand marketers, agencies, publishers, ad networks and technology firms. Topics include: Digital video ads—what to buy, where to buy and how to target; Common metrics for measuring success; Emerging platforms and devices, from YouTube to Snapchat, tablets to wearables; Native video—passing fad or a format that’s here to stay?
Mapping connected tv viewership: CTV India Report 2021 by mediasmartSocial Samosa
The latest India CTV report 2021 by mediasmart highlights consumer adoption insights layered with an expert view on the possible advertising potential of the CTV medium.
Canadian internet Advertising Revenue SurveyIAB Canada
The 2013-2014 IAB Canada Revenue Survey.
20 years after the first online advertising runs, digital advertising takes the largest share of ad spend. Double digit growth to continue in 2014 with forecast 14% increase.
Innovations that Convert Cord Cutters Into Smart SubscribersCleverTap
- Media and OTT innovations and industry trends to watch out for in 2019
- Effectively engaging OTT app users to maximize key monthly metrics
- Success Story: How SonyLIV scaled personalization to increase conversions
- CRM innovations expected in 2019
programmatic Buying in Mobile Advertising Sumit Roy
74% of marketers are now using programmatic media buying on mobile for retargeting users, 62% use it for performance marketing and 61% for branding. • This represents a huge opportunity for the industry to build targeting and measurement solutions that deliver greater effectiveness and efficiency for upper-funnel campaigns. Of those not using programmatic, the biggest barriers for adoption are complexity of the ecosystem (58%), skills shortage (42%) and lack of education (33%).
Mobile Marketing helps the companies to reach the right target audience globally. Digital Marketing landscape have grown exponentially over the years in India.
Brightroll & IAB Canada 2013 Digital Video ReportIAB Canada
Released - June 2013
BrightRoll along with IAB Canada, released the third annual Canada Video Advertising Report in June 2013, revealing a breakout year for digital video. The report, surveying more than 300 advertising executives at top agencies across Canada, addresses key industry trends to help marketers navigate the shifting media landscape and gain an understanding of the opportunities and challenges that digital advertising presents.
Digital video has become one of the fastest-growing segments of advertising in Canada, where consumers are some of the most sophisticated viewers of online and mobile video content in the world. According to comScore, 92 percent of Canadian Internet users watch videos online, and in the past year, the number of consumers watching videos on smartphones has more than doubled. The 2013 report reveals Canadian advertisers are accelerating spending towards digital video (up 42 percent from 2012) to meet growing demands from clients looking to reach audiences across screens.
SearchLove Boston 2015 | Ian Lurie, 'Why the Hell Not? SEO Leadership Through...Distilled
Learn the tactics and strategic thinking necessary to get in front of clients and bosses, instead of chasing them from demand to demand. In this session, Ian will teach us a better way to measure search, integrating search with marketing strategy, and how to choose your battles.
Социальным сетям уделяется огромное внимание при разработке контент-маркетинговых стратегий компаний и брендов. При этом нельзя забывать и про грамотное планирование продвижения в социальных медиа. В данной презентации вы найдёте пошаговое описание SMM-стратегии для эффективного продвижения бизнеса в соц. сетях.
Данный шаблон инвестиционной презентации был разработан на основе мировых практик, а также критериев и требований к материалам, которые мы применяем во ФРИИ.
Спасибо Максиму Штейгервальду и Инге Фокша за бесценные добавления и правки.
Все ссылки на источники вдохновения и благодарности внутри.
Примеры и совпадения случайны.
Если у вас есть вопросы и комментарии пишите на ikorolev (собака) iidf.ru
Keynote: http://bit.ly/1OwPiZi
PPT: http://bit.ly/1Kub5Ts
Что такое аналитика в маркетинге, зачем она нужна, и как ее готовитьMindbox
Немного о наболевшем: задачи, которые может решать аналитик в маркетинге на несложны примерах из жизни. Основные методы анализа данных о потребителях / покупателях в простой и понятной форме.
Executive summary of a seminar given by Kickframe to a group of Canadian marketers. The focus of the session was providing a strategic foundation for planning digital marketing. The approach for this session was:
1. To go broad across the digital marketing toolbox, and not deep on a specific tool
2. To provide guiding principles that are lasting, and not more specific tactical advice
3 . To arm participants with relevant planning tools that they could take and put into action
We are in the midst of the next great transformative era in the media business. The digital age, supported by data, technology, and predictive analytics has created a new opportunity to be more precise, more efficient, and more effective with our clients’ media investments:
- New ways of identifying who your customers are.
- New ways of reaching and influencing them at critical moments.
New ways of discovering the 50% of advertising that works, and avo- iding the 50% that doesn’t.
This reports analyses the state to digital media and its impact on the future.
For further information please look up your regional contact here: http://news.ipgmediabrands.com/magna-global/press-releases/
Social Media can be crucial for digital business success if used strategically in a consumer-oriented way.
With increasing digitization in our lives, Digital Marketing becomes a key success factor for companies. Social Media occupies a very important place in this area as billions of customers use it to connect with each other and with companies.
To exploit the vast potential of Social Media for your business, it is not enough to simply engage. You have to proceed strategically as well.
A.T. Kearney’s Social Media Strategy Execution is part of the 10 Steps Digital Series. As a comprehensive how-to guide, this publication will lead your company to higher return rates in 10 strategic steps that cover all aspects of digital business success with Social Media.
You can order a free printed and bounded copy under the following link:
http://bit.ly/Social-Media-Strategy-Execution
Mobile Marketing presentation from Magnus Jern, CEO Golden Gekko, at CREA Dig...DMI
The presentation covers the following topics
* Why Mobile - latest stats and trends that you need to know
* Why Mobile First - why mobile is more important than desktop PCs
* Apps vs Web - what technology should you go for?
* How do I create a great mobile service - tips and tricks
Digital Advertising Trends—Programmatic, Big Data, Native, ViewabilityeMarketer
Join eMarketer for a free webinar that explores how four trends—programmatic advertising, audience data, native advertising and viewability measurement—are making the digital display advertising space more brand friendly.
Our annual collection of essays. It is a truly global publication, focusing on how digital has transformed the ways in which consumers explore, discover, buy, and engage with products and services as well as with each other, transcending traditional channel boundaries, and transforming marketing.
Retail Media Network(RMN)-Thought Leadership-2023.pptxsethisaabb
Retail Media Network(RMN)-Thought Leadership-2023 by Publicis Sapient - an understanding how the retail media and the players around it work and function to run the show.
Digital marketing- A non conventional way of Marketing where the clients and the organization has a digital relationship between them. A newest and cheapest way of marketing.
In this presentation you will get a complete insight of the digital marketing and its types.
Industry Pulse: Consumer Attention in Digital AdvertisingUndertone
For digital advertising, attention is the metric that now matters most. Find out how this is causing shifting budgets and changing success metrics, as well as the role of viewability.
In the ever changing world, marketing strategies are changing fast. A new domain of marketing, digital marketing emerged with the rise of the internet and social media. New trends in digital marketing in the upcoming year can modify the face of marketing.
the presentation shows how the world is consuming media. This report compares all categories of media advertising including audio, digital, mobile and OOH . The report also shows region wise media consumtion
Influencer marketing isn't just for big brands or consumer products anymore. In 2024, marketers face hurdles like escalating paid channel costs, diminishing organic reach, and building trust in their ideal customer accounts. This session offers practical ways to bring influencer marketing into your organization, to provide cost-effective access to niche audiences, countering budget constraints and rising CPMs. We'll discuss the impact of social algorithms on reach, the trust deficit in traditional advertising and how influencer partnerships offer genuine connections with audiences. Attendees will gain actionable insights to integrate influencer marketing into their strategies, leveraging influencers for impactful campaigns in both B2B and B2C environments. Join us to unlock the potential of influencers in navigating the evolving marketing landscape of 2024 and driving meaningful business growth.
Key Takeaways:
- Educate on the various types of influence we can use as marketers
- Establish the problems that make influencers a priority
- Walk through some practical tactics on HOW to run a program leveraging several of these influence channels
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
5. Access points run up
Source: Google consumer barometer, TA: people 25-45, income av+
38%
11%
Laptop
Tablet
36%
Smartphone
79%
PC
6%
Smart TV
6. 4/5 media contacts are screen-based
81%
19%
Source: MMI. TNS, 2014/2+2014/3; TA: All 18-45
Smartphone Tablet Laptop/PC TV
+ + + =
Radio Newspaper Magazine
+ + = 3,4 hours
We spend at the screen
Of our leisure time
DAILY
7. Internet strives to be media #1 by consumption
Source: TNS 2012/2-3, 2013/2-3; 2014/2-3; ЦА: All people; 18-35, income av+, - daily media consumption
131
54
44
7
124
58
35
6
124
64
36
5
0
20
40
60
80
100
120
140
160
180
200
TV Internet Radio Newspapers
All people 2012/2 + 2012/3
2013/2 + 2013/3
2014/2 + 2014/3
Minutesperday
+11%
0%
+1%
-8%
112
81
44
5
106
85
37
4
103 98
34
4
0
20
40
60
80
100
120
140
160
180
200
TV Internet Radio Newspapers
18-35 av+
+15%
-2%
-7%
-8%
9. SUMMARY Internet breathing down TV’s neck in pursuit
of the user's attention
P45+ is the most fast-growing age group
among internet population
Number of connected devices is growing too
Screen-based media gradually finishing off
print
11. Digital market
has grown by 2%
Source: Ukrainian Advertising Coalition, Agency Expertise
Internet is the single media with
positive ad investment dynamics in
national currency
Reasons:
• Low entry threshold
• Direct response
• High measurability
• Nationwide reach
0
300
600
900
1200
Banner Search Services iVideo
Miouah 2012 2013 2014
↗3%
↗ 10%
↘29% ↗ 23%
13. Individual message depending on socio-
demographic, behavioral, purchase behavior,
location, time of a day via:
• Programmatic buying with use of 2nd and
3rd party data (social networks, web-
services, other not competing businesses)
• CRM-based campaigns on 1st party data
Personalization
14. CRMization
More opportunities for brands to build personal and consistent communication through multiple
digital channels: e-mail, display, search, video, mobile
E-commerce
To increase CR and ROI
Tobacco, Alcohol, Beer?
To overcome some legal
limitations
FMCG
To increase loyalty, buying
frequency and average bill
15. Focus on performance
Marketing budgets being pushed to digital,
which means sharper, faster and cheaper
performance tracking
It affects decision making and planning so as
collaboration between creative, media,
analytics, tech and marketing teams
Audience Objective
ChannelBrand
Message
Trigger
KPI
Reason to change
16. Making ads look like non-brand content
could be good way to break through clutter,
reach fancy audience or even drive a coach
and horses through legal restrictions
Example: Grolsch "Movie Unlocker”
Native advertising
17. Integrated buying
Expansion of Open RTB seem to be
technological way to integrated buying and
analytics with single entry point to search,
display, video, paid social and mobile
But technology is not the main stumbling-
stone on local market, there are lots of legal,
organizational and cultural issues
18. SUMMARY Technology gives brands a chance to go
broad and deep: reach nationwide keeping it
personal and relevant across multiple
channels
In crisis conditions some brands can
reconsider and repurpose owned media
Blurry KPIs of “image campaigns” gradually
give way to what-you-measure-is-what-you-
got approach
20. Programmatic
ecosystem evolves
RTB infrastructure growth is being heavily
depressed by exchange rates on Dollar and
Euro to national currency
Yet number of international players entered
Ukrainian market: RTBHouse, Doubleclick,
Adform
Moreover, we have seen releases of local
solutions, that offer SSP and DSP services:
Admixer, C8 (cQube), DSPRate, RB Mail
21. Ad viewability issue
Google talks a lot about billions of ad
impressions, that haven’t been seen by
users, and lobbying its viewability control
technology
Apparently target audience for this product
are non-ecommerce advertisers, who build
brand awareness online
But in terms of indirect effect it’s quite
difficult task to measure, how “viewable”
campaigns boost result
Expecting some proof cases from Google to
come soon
22. Sold out of licensed inventory becomes a
rule. As a solution new in-page formats and
additional in-stream ad blocks being
introduced by publishers
Targeting on Smart TV and Mobile become
available and meaningful due to non-desktop
video consumption growth
Initially Google’s CPV buying model
unofficially practiced by other publishers
ivideo
23. 0
2
4
6
8
10
DiGi Media Youtube.com Admixer Video Megogo.net Ex.ua Fs.to Rutube.ru
ivideo cover exceeds 14 mio people monthlyReach‘000000
Source: GemiusAudience, 12/2014
Huge amount of video inventory stays unmeasured by monitoring systems, e.g. mail.ru,
odnoklassniki, advideo, videopulse, starlight and many smaller publishers
24. Google brand uplift survey
In terms of growing popularity of ivideo local release of Google brand uplift survey is expected.
Service enables to measure YouTube trueview ad efficiency by tracking brand health metrics
25. Top categories by GRP in display advertising
23%
6% 2%
195%
21%
-2%
26% 23%
6% 11% 23%
-100%
0%
100%
200%
300%
0
50 000
100 000
150 000
200 000
Games
E-commerce
Webservices
SMI
Offlineretail
Banks&Finance
ElectronicsandBT
FMCG
Auto
Tourism&lifestyle
Other
2013
2014
Dynamics
iGRP
Dynamics,%
Source: Arianna, 2013-2014, agency expertise
26. SUMMARY Ivideo is good complement and in some
cases even substitution for TV
Topical issues of 2015:
• Effective cross-channel planning
• Single source ad measurement across media
• Brand image campaigns evaluation
• Quality control
28. Search is crucial
74% of wealthy Ukrainians use
searchengines to make research
before purchase
Source: Consumer barometer, 2014; TA: People 25-55, income: average+
74%
26%
Use searchengine Don't use searchengine
29. Search! wherever you are
Source: Consumer barometer, 2014; TA: People 25-55, income: average+
Smart
phone
17%
PC/laptop
93%Tablet
10%
Research being made across
multiple connected devices, but
very few online advertisers take it
into account
7% used all devices
30. SUMMARY 3/4 of internet audience use searchengine
during purchase making process
Search is still one of the main drivers of
online sales
Investment in search advertising in 2014 has
grown by 83%
32. In August Twitter made available
promoted posts with targeting on
Ukrainian audience
So far Twitter has been used mostly
by media companies and publishers
Twitter launched ads in Ukraine
Source: Twitter Advertising Blog
33. In Ukraine
• Ad image size got bigger
• Less ad slots in block
• New reporting dashboard
Globally
• Hyperlocation targeting
• Image video campaigns
New on Facebook
34. SUMMARY For most verticals contribution of social
networks in business results not proven yet
But wide audience reach in combination
with huge amount of users’ data, aggregated
in one place, make them promising channel
36. Mobile has huge
potential to grow
Source: Gemius Audience 12/2014, Google Consumerbarometer
24
7
31
1,7 0,5 2,2
Smartphone Tablet Smartphone +
tablet
Owners, % Traffic, %
Mobile traffic share is 14 times less then
share of users, who owns mobile
devices
As soon as broadband mobile internet
hits the market, traffic will tend to grow
rapidly
37. 8%of Ukrainian consumers
compare the prices via smartphone
before purchase
right now
And…
Source: Google consumer barometer, TA: people 25-45, income av+
38. It is all personal
Source: MMI. TNS, 2014/2+2014/3; TA: All 18-35
Smartphone remains the only personal
device, rest connection points are
common for all family
43%
23% 20%
7%
43%
54%
40%
14%
Smartphone PC Laptop Tablet
Main user Available
39. Marketer’s must have mobile kit
Responsive web-site Mobile friendly ads App
• Decrease bounce rate
• Increase CR
• ROI boost
• Higher CTR
• Better targeting
• Richer UX
• Click to call
• User’s data access
• Mobile CRM
• Free recurrent contact
40. SUMMARY One in three users access Internet via mobile
devise
It is 6 000 000 of potential clients, who:
• have sophisticated requirements to brand’s site,
quality and promptness of service
• live here and now, ready to pay for new
experience
42. Mobile payment vanish the gap between
decision and purchase
And looks like this trend is here to stay, since
Apple considered to support it
Apple Pay
43. UHD Video – new opportunities and challenges
Chance to reach super premium audience
on UHD TV
But ad video should be UHD ready to
perform flawlessly
44. Reinvent TV as modern entertainment
center:
• Multiplayer mobile games on big screen
• Exploring pictures and video from mobile
devices
• Web-browsing
Affordable pricing ($35) of devise promises
popularity
Brands can guide users through unique cross-
screen experiences
Chromecast
reincarnation of TV
45. Wearables
Who already use it to market their products:
• Healthcare
• Navigation and security services
• Sportswear (Nike+)
• Auto (Nissan Nismo Watch)