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Posted by on in Advertising Market

People change. They access your content from multiple devices. They come at it from a number of different channels. And, perhaps most importantly, as their experience with your company grows, their needs and interests change. 

And yet, most marketing still treats them all the same. If you visit almost any website, you’re going to see the same design and layout as anyone else. A one-size-fits-all approach is used by a majority of websites, and only a few companies like Amazon and eBay deliver a customized experience. But that doesn’t mean small business websites can’t have dynamic content as well. 

Thanks to new tools, websites can now change what content is being displayed and when to better match up with a visitor’s individual needs. This is an extremely valuable tool for businesses that are looking to maximize conversion from existing traffic and engage customers. Here are three ways website personalization can improve your site and immediately start improving your conversion rate.

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By Justin Choi, The Drum

 

From the outside looking in, native seems to be more of the same when it comes to the evolution of digital advertising: a new category that is quickly becoming noisy and crowded. I’m often asked, usually by venture capitalists (VCs), “Who are the major players in ‘native’?”

This question assumes native is simply the next iteration in the long evolution of digital advertising categories: banners, search ads, pre-roll, content recommendation, mobile, and now, native.

But what’s happening now is bigger than ‘native.’ This narrow focus on a specific trend is leading VCs to miss the bigger trend: digital advertising is undergoing a transformation, not an evolution.

Brands are shifting from advertising to content 

Marketers now spend billions of dollars to create content (think white papers, website content, PR), and will spend billions more as TV and print advertising shifts focus towards digital content such as brand generated articles, long-form videos and infographics. Recent conversations with brand CMOs all indicate they will invest significantly into content. 

This shift is creating significant opportunities in marketing technology (MarTech). Ajay Agarwal, managing director at Bain Capital, predicts the first $10bn-plus marketing tech company will emerge and Ashu Garg, general partner at Foundation Capital estimates that MarTech spending will increase tenfold over the next 10 years to a $120bn.

Agencies are seeking new solutions to expand their value proposition and publishers are building brand content studios to grab more content advertising dollars.

As brand-created content becomes ubiquitous, massive opportunities will form for companies and investors.

Attention: The new currency of digital advertising

Once brands have content, the next challenge they face is discovery. This is where feeds and content come together – content distributed natively into feeds is a great way to drive discovery, provided distribution can be done at scale with automation. And since the new medium for consumer engagement is content, the currency we use to measure success must also align. That currency of the future is attention.

To date, the entire digital advertising industry has been built on clicks, but clicks require marketers to deliver an interruptive user experience. This strategy is at odds with publisher goals and one that’s driven users to revolt by installing ad-blocking software. Instead of squeezing blood out of a rock and trying to further the Internet as a giant interruptive direct response machine, the larger green field opportunity is to optimize for content and attention.

Why have advertisers kept branding dollars on TV and in print? Because to date, web advertising has not offered good options for delivering branding. But now, content advertising is providing that solution. It’s only a matter of time before branding dollars flow generously online.

 

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by Mark Hoelzel, Business Insider.

Mobile is growing faster than all other digital advertising formats in the US, as advertisers begin allocating dollars to catch the eyes of a growing class of "mobile-first" users.

Historically, there has been a big disparity between the amount of time people actually spend on their smartphones and tablets (significant and growing), and the amount of ad money spent on the medium (still tiny). 

But BI Intelligence expects that this gap will narrow substantially, as enthusiasm grows for mobile-optimized ad formats (such as interactive rich media and native ads), as targeting improves, and as more and more advertisers learn how to effectively use the platform.

New data from BI Intelligence finds that US mobile ad spend will top nearly $42 billion in 2018, rising by a five-year compound annual growth rate (CAGR) of 43% from 2013.

The report looks at the most important mobile ad formats, including display, video, social, and search. The report provides exclusive breakdowns on how spend on each format will grow and why, and examines the overall performance of mobile ads. It also looks at how programmatic ad-buying tools, including real-time bidding, are reshaping mobile advertising.

Here are some of the key takeaways:

 

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Big news! In addition to Google’s mobile search changes taking place next week, search results on Android will now allow the user to install any mobile apps relevant to the search. Now all mobile searches will be an extension of the Play Store – this greatly benefits all SMB app owners!
Mobile, as we know, is growing exponentially and app growth is right behind it. The best content for any industry can now be found in mobile apps across any platform. This change by Google allows users to find the best results for their query, regardless of whether or not the app is on their device already. Today’s news takes is the next level of App indexing (the ability to see search results on an app you already have on your phone).
Think of how it will benefit you, as an SMB owner: a user is searching for information on a local restaurant and Google’s search displays not only the restaurant’s website but a link to it’s app. The install button will be right next to the search results and it will take the user to the Google Play store to install the app.
App promotion and “being found” are some of the biggest hurdles for new apps and Google have essentially solved this problem for Android. It’ll be interesting to see how Apple responds and what type of support iOS will provide for it’s search parameters and Safari.

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Mobile application development has become a top concern for enterprises and their CIOs. According to the 2012 Gartner CIO Survey, 61% of respondents plan to enhance their mobility capability during the next three years, and 48% believe they will become leaders in their industries by fully adopting innovative mobility solutions.

Mobile app development is a key point to all sized businesses. By 2015, 80% of all mobile applications developed will be hybrid or mobile-Web-oriented. Mobile technology is growing very quickly, and is already overtaking desktop computing in many places.

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By Miguel Salcido | In Apps & Software, Marketing, Mobile, Mobile marketing, Technology | April 14, 2014

More small businesses today are learning everything there is to know about mobile app development. There are a lot of different opinions to choose from, and because the field is so new, especially for small businesses, the information is quite varied and sometimes unreliable. Figuring out how to create a mobile app for your small business is difficult enough before deciding what needs to go into it.Using a mobile app development program is the easiest route for creating an app, but that only gives you the basics. When you want to know what the best features to include in your app to make it successful are, you have come to the right place.The features that you use in your mobile app will directly reflect every aspect of your small business, so use the app to showcase everything that is great about your small business.

Use this list to find the best features to showcase your small business in a mobile app.

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Posted by on in Mobile Apps

Apps have been changing the way we communicate, work and play. App ecosystems are continuing to impact consumer lifestyles, businesses, even entire industries such as news, media, transportation, education, automotive and health. Mobile apps are penetrating and disrupting markets, connecting users with developers, artists with fans, teachers with students, patients with doctors, taxi users with taxi drivers. Smartphones are not only bringing down the cost of computing, but are making apps available at all times and all places.

 

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A recent report conducted by AT&T and (SBE )Small Business & Entrepreneurship Council a nonprofit group, revealed that mobile technology is saving businesses lots of money, as well as time. Smart phones are saving business owners $32.3 billion dollars annually as well as around 1.24 billion hours of valuable time.According to the survey, 51.5 percent of small businesses use mobile apps, 61.7 percent use tablets and 94.3 percent use smartphones.

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Photo shared by on in Mobile Apps

The mobile world is all about applications. Whether it is an iPhone or Android, every now and then a new app gets launched. Starting from kids to old aged granny in our homes, everybody is fond of the smart phones and the applications in them. These applications are very helpful in day to day life and have made the life of people easy and comfortable. Mobile apps are advantageous and have proved far better than the best mobile websites! But one thing that is always missing from such conversation is the cost. Mobile apps are not free!

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By: Jed Williams 15 May 2014 

 

BIA/Kelsey has released the latest wave of its U.S. Social Local Media Forecast for 2013-2018, and unsurprisingly, the two drivers accelerating advertising spend are mobile platforms and native formats.

The overall social advertising market will surge from $8.4 billion this year to $15 billion by 2018. That same year native will account for nearly two-thirds of all social advertising ($9.4 billion), and mobile will represent more than half of it ($7.6 billion). Native social advertising revenues will eclipse social display next year. Meanwhile, mobile will reach a similar inflection point with desktop in 2018.

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It is now a commonplace for people to use their smart phones to access all kinds of information.This practice behooves a business owner to change the business practices. It is necessary in order to reach for the right audiences on the mobile web. This is a bit of a challenge, but it offers all kinds of opportunities to those who make an effort. Mobile business owners are witnessing a change in the business tactics.

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