The MMA-NY 2013 Forum filled the Marriott Marquis Hotel in NYC for 3 days, the eye-opening information, the program/content was excellent, and both the attendees and presenters confirmed MOBILE is rapidly becoming the next NEW media channel. These are exciting times for both the advertiser and consumer alike.
What other media channel can compare with this?
Consumers are rapidly adopting mobile devices and behaviors and spending an average of 2 hours per day on smartphone devices. We are rarely separated from them, and we check our phones every 6.5 minutes (or 150 times daily).
MOBILE advertising grew by 88% in 2012
While MOBILE ad/media spending is only 1% of total media (vs. 10% share of consumer media time), MOBILE advertising grew by 88% in 2012 (from $2.4B to $4.5B). MOBILE ad spending growth to-date has been limited by marketers/agencies challenges in creating MOBILE ads designed specifically to take advantage of MOBILE devices. Chia Chen, SVP Mobile Practice Leader at Digitas indicated their client's mobile ad spending grew by 400% (4X more rapidly) because their ads for Amex, Taco Bell, M&Ms and other clients treated smart phones as "small TVs" and incorporated richer media, and more native creative palettes.
Global Tablet Advertising Study - Results Presented
Beth Doyle, Innovation Director... Read more
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MMA 2013 – NY Forum Recap
Posted in Ad Networks, Ad Serving, Email, Emerging Platforms, Jobs, Media Planning & Buying, Opinions, Research, Search, Social Media, Targeting, Video, Web Analytics, Websites, Wireless, Word of Mouth | No Comments »
3 Ways to Promote Obscure Products Using Social Media
The internet is vast and there's an audience out there for just about anything if someone is willing to take the time to look. However, social media can get pretty discouraging if there isn't immediate feedback. It's necessary for a business or a person to remember that gaining a following online takes time; the people who acquire a huge following seemingly overnight are either a fluke or they spent a long time online building up their presence. Usually, followers come on slowly, and holding their attention is just as important as expanding that audience.
Using Social Media to Market Just About Anything
Some products and businesses, big or small, are harder to market than others. Some products are a bigger part of the public psyche (example: iPads) than others, which almost never come up around the dinner table or on a Christmas list (example: specialty bean bag chairs). But obscure products have a place on the internet, too - anything can be sold and everything can go viral. Here are three tips for finding an audience for almost any product or message:
Be Engaging: This goes for just about anyone trying to promote themselves of a business online. Online marketing is... Read more
Posted in Social Media | No Comments »
5 Buying Behaviors of the Persona Buying Cycle
“It is good to have an end to journey toward; but it is the journey that matters, in the end.”
― Ernest Hemmingway
The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade. It is an understatement to say many things have changed in the world of buying and selling since their beginning.
We have witnessed the changing dynamics of the buyer-seller relationship. The dynamics I refer to are buying behaviors and buyer goals. On the other side of the coin, we see marketing and sales making attempts to adapt. The concepts of content marketing, lead nurturing, insight-based selling, customer experience, and brand management emphasized. These practices have been introduced as gateways to connecting with buyers in the new digital age.
Adapting to New Realities
Personas, at their core, were introduced as a tool to communicate the goals and behaviors of users and buyers. Specifically for informing strategies related to product design and marketing to buyers. For B2B Marketing and Sales, a clearer picture has begun to emerge around the goals and behaviors of buyers. Yet, there are many more miles to go. My endeavor and work with organizations over the past decade lead me to... Read more
Tags: brand, buyer behavior, buyer experience, buyer journey, buyer persona, buyer personas, content marketing, customer, demand generation, Digital Marketing, lead generation, marketing, Sales, tonyzambito.com
Posted in Creative Best Practices, Emerging Platforms, Opinions, Research, Social Media, Targeting, Web Analytics, Websites, Wireless, Word of Mouth | No Comments »
Three ways to get the most out of your out-of-office social media activity
This post is the first in a three-part series with practical tips for marketers to pursue social and digital innovation.
Ever since my start in the world of digital and social media marketing, I’ve noticed that our kind is separated into two groups: those who go home after the workday and swear to lay off Facebook and the like, and those who cannot stop browsing those same platforms until their eyes shut for the night.
As someone who belongs to the latter camp, I’ve found that my personal social media activity has helped me throughout my career. Boiled down into three brief bullets below are what I believe to be easily adoptable best practices for getting the most out of your social media habits – and a way to never feel guilty about scrolling through a feed!
1. Follow competitors and industry-leading brands
This is an obvious one, but many in the field simply hit the “Like” button and never end up seeing content from these brands. You may also be tracking them in a dashboard during the workday or see them in an end-of-week report, but you may likely lose the context in which the content shined (or failed). Use a Twitter List... Read more
Tags: #followateen, 22squared, Facebook, Facebook Timeline, George Takei, Instagram, Keek, Kendall Jenner, NastyGal, Rob Delaney, Social Media, twitter, Twitter Music
Posted in Opinions, Social Media | 2 Comments »
The Art of Buying
Galvanized by Art (Photo credit: cobalt123)
The quest to uncover how and why people and businesses engage in the act of buying is becoming an endurance race. Spurred on by increasing social technologies advances. The result is many organizations, whether academia or business, have focused on the science of buying. What we may be losing is critical understanding of the art of buying.
What we are witnessing in the new digital age is the old rules of near total dependency on understanding processes and rules associated with buying is no longer the sole winning ticket. Buying processes and rules have been dissected and analyzed many times over throughout the past few decades. We clung to the belief of knowing the how will lead us to systematic knowledge of how to close more business with buyers. The problem marketing and selling organizations face today is the how – processes and rules – are not as easily defined or structured as in the past. Social technologies have made it possible for new networks and collaboration amongst buyers – causing plenty of flex in processes and rules.
The Why of Buying
If the science of buying has focused on the how of buying, the art of... Read more
Tags: b2b marketing, buyer persona, buyer personas, buying behavior, Digital Marketing, marketing, marketing effectiveness, qualitative analytics, qualitative research, Sales, sales effectiveness
Posted in Creative Best Practices, Email, Emerging Platforms, Opinions, Social Media, Targeting, Word of Mouth | No Comments »
