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Tag: targeted marketing

  • Digital Marketing in 2015 – Concentrate on Data Quality

    As digital marketers we are in the midst of a data deluge that seems to overwhelm us if we are not accustomed to efficiently dealing with it. This makes the quality of data that we collate all the more important. A recent survey by Google has shown that over 56% of its online ads are never seen. Unfortunately digital marketers were never too concerned about data quality. 2015 might just be the right time to delve deeper into data mining.

    Big data has been getting all the right attention but there is an overabundance of it (of course that is where it gets its name from!).  Getting intimidated by big data is clearly not going to help you in any way.  Concentrate on only that portion of big data that makes sense to you. Create personas of your customers using the newfound knowledge. But there are a lot of impediments when it comes to making sense of the data that you collate from various sources.

    Consumers are cagey about their social and mobile data falling into the wrong hands. Digital marketers need to provide compelling reasons for users to part with their valuable data. Providing quality content to your users is one sure shot way of achieving this. While soliciting user information do ensure that you have a mandatory email field and the rest of the fields can be kept to only the bare essentials so that users don’t type in bogus information.

    High quality data today is any digital marketers’ dream come true. It can be used to create highly sophisticated and accurate customer profiles within marketing software that you deploy. Thus, it is imperative that you ensure the databases are built around reliable data as the first step towards creating better marketing campaigns. This is highly useful in executing targeted and personalized messages to customers.

    Remarketing – The Holy Grail

    2015 will see a lot of action on this front. All the tools needed to deploy highly effective digital remarketing already exist. For the uninitiated, remarketing lets you show your ads to people who have previously visited your website or used your mobile app. Dynamic remarketing takes it one notch higher by helping you to advertise only those products or services that users have previously viewed on your website or app. But all this needs the underpinning of quintessential data on consumer browsing habits.

    Some of the obvious benefits of remarketing are –

    • Targeting consumers when they are most likely to buy
    • Catering to a tailored list of consumers like ‘shopping cart abandoners’ that provides you insights on what exactly to advertise and to whom
    • It is possible to create a greater impact with your advertising the second time around

    Now to satiate your quest for remarketing or targeted advertising, you have a range of marketing automation software at your disposal. Take this quiz to find out how effective is you digital marketing strategy and if marketing automation software can actually help you.

    Hope you corral, cull and corroborate high quality data to deploy highly effective digital marketing campaigns in 2015!

    Contact us now for Integrated Digital Marketing campaigns to get the best ROI for your marketing spends!

     

  • Deconstructing the Value of LinkedIn Sponsored Updates

    Linkedin Sponsored UpdatesLinkedIn is arguably the most popular networking site, in the social world, for professionals.

    The site has a really attractive ad products’ suite to which it added Sponsored Updates in July last year.

    So what is it all about?

    Sponsored Updates are very much like regular LinkedIn updates, the only distinction being that they are marked as ‘Sponsored’. LinkedIn users can like, comment, share and follow sponsored updates posted by brands.

    Sponsored updates can be viewed on desktops, smartphones and tablets.

    With every increase in the amount of content generated on the web, the chances of your content getting missed in the virtual ocean of content are higher than before. At the same time, marketers can’t do too much to make their content stand out because readers don’t appreciate content presentation that is at odds with the rest of the page that they are reading.

    Effectively, brands need to do some amount of tight rope walking to get noticed by customers without alienating them.

    The future of Sponsored Updates and how it’s helping B2B marketers

    Sponsored Updates cater to two important requisites in digital marketing today: native advertising and targeted marketing.

    Sponsored Updates is a good example of native advertising where the ad takes the form of regular content.

    Using Sponsored Updates, B2B brands can target the right people with the right content. LinkedIn’s competence in targeting combined with the subtle nature of Sponsored Updates makes it a powerful tool in the hands of canny marketers.

    One of the common problems these days is the quality of leads that marketers get but this may soon be a thing of the past.

    The combination of the right audience, subtle and well-targeted content is resulting in Sponsored Updates delivering high quality leads. It is expected that as more marketers start using these updates and best practices evolve, Sponsored Updates will become a large source of high quality leads for B2B businesses on LinkedIn.

    Another aspect that will be observed in the coming days is that as marketers develop greater familiarity with this tool, more of them will use images and different content types including rich media. This will increase the types of brand messages that marketers can communicate using Sponsored Updates.

    For example, Sponsored Updates can be used to not only make company announcements and gain new customers, but also to deliver communication to their current customers about upgrades to products/ services they are using.

    Success Story – Adobe

    Adobe Success StoryAdobe, a top B2B brand on LinkedIn, was a part of LinkedIn’s Sponsored Updates testing phase. The brand has continued using Sponsored Updates with impressive results after testing. Research indicated that after Adobe used Sponsored Updates, targeted decision makers were:

    • 50% more likely to agree that Adobe is shaping the future of digital marketing
    • 2.5x more likely to agree that Adobe’s Sponsored Updates captured their attention
    • 79% more likely to agree that Adobe can help them optimize their media spend

    Have LinkedIn Sponsored Updates been useful for your B2B brand in any other way? Tell us in your comments!

    Image Source: Tech Marketing Buffalo