Mobile Archives - Page 2 of 2

eBay Set to Offer New In-app Mobile Advertising

The online marketplace company eBay is all set to launch an in-app advertising network giving digital marketers a new avenue to target customers on the Internet. The amount of time users spend on eBay is much higher than that spent on its competitor sites. This gives digital marketers a very compelling reason to connect with the app’s 4.6 million and burgeoning daily visitors.

The eBay app is a hot favorite among online shoppers who are either looking for a great bargain or just doing regular shopping. Now a new feature like this from the online marketplace giant is only going to make things more exciting in the ecommerce arena. The digital marketers can at once lay their hands on information regarding the entire shopping journey of eBay users and glean useful data from it.

eBay will allow placement of advertisements across multiple mobile devices like smartphones and tablets. The kind of customer data that is at eBay’s disposal is really humungous. Since the company’s app requires a customary log-in, all the information about the customer shopping habits are automatically saved and can later be utilized for targeted advertising. Hence, eBay need not rely on cookies but can directly track customers across varied device using first-party data.

As a digital marketer this is a very attractive avenue for you to create targeted online ad campaigns. You can get data on customer shopping habits, their proclivities and quirky behavior. You know exactly what customers bought in the past, what they are seeking and what they would want to buy. This is an invaluable data for any digital marketer.

The company is contemplating to launch this new feature in this year’s last quarter. In a video on eBay site, the online marketplace giant says that 40% of its sales occurred on mobile devices that contributed about $20 billion in gross merchandise volume in 2013. So whichever way you look at it the opportunity for digital marketers is too big to be ignored.

So what do you think the new eBay in-app advertising platform holds in store for you?

September 15, 2014

Twitter Opens Analytics to All Users and Facebook Allows Advertisers to Target Mobile Users by Bandwidth

Twitter

The micro-blogging site has given all users access to its analytics feature. This was initially limited to advertisers, Twitter Card publishers and verified users only.

Twitter Analytics provides real time insights into how your tweet is performing by showing you the impressions, clicks, retweets and replies for each tweet. You can also get a report on monthly engagement and engagement rates for your account and download Tweet metrics.

This has been an eye-opener for many users since they realized that their organic reach and engagement rates are not at par with their expectations. But, in the future, this could be a very useful tool to measure your Twitter campaigns.

The Analytics feature is available to people who tweet primarily in English, French, Japanese and Spanish and who have had an account for at least two weeks. Twitter is looking out to extend this service to the rest of the users, though the company did not specify a time frame.

Twitter has become very popular in recent times, for news dissemination, joining forces for a crucial cause and the like. The analytics dashboard will help you gauge the reach and engagement of every tweet. This insight is helpful in making sense of your tweet and its effectiveness amidst all the clutter.

Better campaign measurement means better planned Twitter campaigns with an increase in ROI. The analytics dashboard can also encourage more marketers to run Twitter campaigns. Real time insight into tweet engagement rates allows you to know how your campaign is running at the moment. If you are running a campaign for a long time and you have periodic milestones during that time, you can check if users are engaging with your tweets the way you expected at those milestones.

Have you used Twitter’s analytics? What do you think about this update?

Facebook

Facebook is now allowing you to target mobile users in the developing world with ads depending on their bandwidth. This way you don’t waste your company’s resources in showing a video ad to somebody who is on a 2G mobile network.

This has huge implications for digital marketers who want to target mobile internet users. Mobile penetration today around the globe is truly phenomenal. But, this is not backed by robust mobile data network, particularly in the developing countries. Until now, advertisers had no choice but to target all mobile internet users with one strategy irrespective of their data speeds.

For instance, with this new feature from Facebook, you can target your video ads to only those consumers who have sufficient bandwidth to support live streaming. For other customers with slower connections, you can resort to image or link ads.

Being able to target users based on their data speeds will help you be more confident that users would have access to technology to support your ad format. Knowledge of user data speeds will also help you plan your ad campaigns better resulting in more ROI since you wouldn’t be wasting valuable creatives and money on advertising to users who will not be able to even view your ad.

Facebook is a quick learner on leveraging its one billion+ user database to its advantage. First, it gave advertisers the ability to target devices and operating systems. With this new addition, Facebook is all set to give you powers that will help you run better performing, cost effective campaigns.

Will this new Facebook feature help your brand?

September 1, 2014

Google Tests Capability to Trace Consumers from Mobile Browsers to Apps

Google is looking to close the gap between mobile browser and app users in ad targeting.

Till now, advertisers were treating the same consumers as two separate individuals depending on whether they were using mobile browsers or apps owing to disconnect between the two tracking technologies. Google is going to start testing a means of targeting tablet and smart phone users by connecting the separate tracking mechanisms for mobile browsers and apps. Google is using the cookie in a mobile browser and connecting it to a mobile app’s equivalent of a cookie.

Once this connection is established, Google can show the same ads to consumers irrespective of whether they are using mobile browsers or apps. Google can also track consumers who saw an ad in a mobile browser and show a follow-up ad on a mobile app.

This test will help advertisers to run consistent ad campaigns across mobile browsers and apps by using current anonymous identifiers while users can still keep a finger on their privacy controls on Android and iOS. With this capability, advertisers can treat their target audiences as unified groups instead of treating them as separate entities and setting up unconnected ad campaigns. An added advantage is that the capability to trace consumers from mobile browsers to apps makes use of Google’s 2 million+ strong third-party site network and mobile app ad network, AdMob, which can track users and post ads across hundreds of thousands of Android and iOS apps.

Being able to track consumers as one will help marketers target them with more relevant ads and avoid repetition. Often, it so happens that consumers would have seen a brand’s ad while browsing the web on their mobile device and later when they use an app, they end up seeing the same ad. While repetition sometimes helps in better brand retention, it can also annoy consumers.

Google’s ability to show follow-up ads can contribute to more conversions since these follow-up ads are not only new for the consumer, they also prompt them to actually take action after introducing the product to them in the previous ad.

We would like to know your thoughts on this Google move…leave your comments in the box below.

August 8, 2014

Evolution of Facebook ‘For Business’, Voice search SEO and much more…| Best of the Week

This week’s hot news, events and videos from the online marketing and social media world.

From the Position² Blog This Week:

Evolution of Facebook ‘For Business’
A facebook timeline that summarizes the impact of Facebook changes on businesses and marketers

Best of the Week Video
Google Analytics Dashboard – Tips & Secrets

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February 7, 2014

Pinterest ‘Interest’, Facebook Paper and Graph Search for Mobile

Pinterest ‘Interest’

With the launch of the ‘Interest’ tool, Pinterest is trying to make good on its aim to create new ways for users to find pins on the site. This tool is designed to help pinners find pins that they would be interested in.

Pinterest will be rolling out this tool worldwide and on to mobile devices soon.

To get started on pins related to your interests, you need to head over to the ‘Preview! Explore Interests’ option in the Categories menu on your desktop browser.

The current version of the ‘Interests’ tool is still in preview mode. Pinterest will be making improvements to it overtime.

Impact on Businesses

Pinterest has already stepped into the advertising arena with the launch of Promoted Pins in 2013. At the time, CEO and co-founder Ben Silbermann assured users and advertisers that the promoted pins would be relevant to users’ interests.

‘Interesting’ development, the launch of the ‘Interest’ tool now, don’t you think?

Advertisers may eventually be able to target users with promoted pins that cater to relevant user interests using the user interest data available through the ‘Interest’ tool. Ben Silbermann’s assurance about catering to users’ interests especially makes you wonder if the launch of the ‘Interest’ tool is a part of Pinterest’s strategy to bring in more advertising revenue.

Facebook Paper

If you remember, there were rumors about Facebook Paper earlier this month…Well, we can now confirm that the rumors are true.

The new release by Facebook is the Paper app, which will help users catch up on their reading by collating stories shared by friends and the world around you.

Facebook has made it easy for users to create and share stories of their own by structuring Paper with stories and themed sections based on people’s interests.

The first section comprises of the news feed that will update users with new designs for photos, videos and longer text-based posts. Users can customize Paper from a choice of more than a dozen other sections about different themes and topics. Each section includes a content mix of contributions from emerging voices and known publications.

Paper is the firstborn of Facebook Creative Labs, which is working on new apps that make content sharing for people better.

Facebook is launching Paper for iPhone users in the US from February 3. If you want an early peek at it, you can also take a tour of Paper.

Facebook Graph Search for Mobile

A year post the launch of Graph Search, Facebook will be bringing the feature into mobile devices soon. Facebook users will now be able to use the Graph Search on the move too!

January 31, 2014

Real time update in SERP’s, 9 signs that you are marketing automation ready and much more…| Best of the Week