Taking a granular approach to all elements of digital advertising, from calculating user values to testing ad effectiveness, can help all of us unleash the potential of the app economy.
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A digital campaign that is not being monitored and optimized in real-time is a digital campaign that is destined for failure. Click metrics are not the end-all-be-all of digital success. Instead, focus on what really matters: leads and sales.
Digital Marketing Pulse Survey Invite: Are Brand Managers Prepared to Succeed?
The impact of digital platforms, technologies and channels on our brand and marketing plans is increasing and evolving in seemingly constant motion. In response, brand decision-makers, stakeholders and influencers are challenged and roles are shifting to effectively address brand marketing objectives in an increasingly digital world.
Are brand managers prepared to succeed with the rise of digital marketing?
We are on a mission to find out – and more importantly to share those insights and tips from our research.
If you can spare 5 minutes please share your experience and insights with us. We have released a survey to help fuel insights on the subject and would value your participation. We have also thrown in a chance to win a mini-iPad.
The survey results are designed to help fuel broader insights for an up-coming iMediaconnection.com article as well as a research brief. Survey participation is anonymous.
To take the survey please click here (or cut & paste): http://bit.ly/114Qjlq
Other thoughts, insights or comments welcome!
Thanks in advance - Denise Z.
Welcome to the responsive design era. Okay, maybe it’s more like a phase. Or even a blip. Because the mobile web grows fast. Real fast. And responsive web design will be outmoded when either native apps can outdo them, or web apps can deliver a better user experience.
In the meantime, responsive is the way to go. Essentially, it means building your site (or ads within it) so that the layout adapts automatically to the user’s browser and screen resolution.
For example, Engadget.com is a responsive site you might experience in any of three layouts based on your device. The content remains the same, but the format served is automatically determined by your browser width.
Tablet- portrait mode:
So why bother building your site in a responsive way? One reason is flexibility. You can maintain ad placements that can fit virtually any screen. With a native app, publishers are confined to ad placements hard coded into the app.
Another is to meet the needs of users who don’t want to bother downloading an app in order to read your news right now. Maybe they reached your website randomly through another app or site, and you want them to stay without forcing them to download your... Read more
Alongside “social,” “mobile” and “RTB,” “native advertising” is probably one of the hottest buzzwords today. Native is viewed as a cure for a lot of what ails the online advertising industry. Ads that are unique to a particular site or platform by definition also tend to match the look, feel and voice of the site that hosts them. Native ads tend to be content-based, and, because they blend so neatly into the content that surrounds them, are likely to perform very well. It seems that native can address a lot of the issues facing our industry today – but is it a perfect solution?
I’ve spoken and written a great deal recently about the problem of Banner Blindness, which impacts advertisers and publishers alike. According to our own survey results, only 14% of consumers surveyed found ads served to them as relevant. Half of the respondents never click on any ads, and 35% click on less than 5 ads a month. By the numbers, Banner Blindness adds up to fewer leads for advertisers and lower revenue for site owners.
A large part of the problem can be attributed to predictable placement. Display ads typically run as a leaderboard across the top of... Read more