There was a really interesting study released last week.
It features data from the Turn report which says that mobile advertising spend is up 109 per cent with video spend up 65 per cent in the first quarter of 2014.
One of the report’s most interesting features though shows what a huge ally to advertisers real-time bidding has become.
According to the report real-time bidding is used “far beyond” traditional display ad methods of trading.
“Brands and agencies are using sophisticated audience-first strategies to drive planning for programmatic advertising, turning insights into an advantage against the competition,” says Pierre Naggar, managing director EMEA, Turn.
But what does that mean in simple terms? Essentially it means that advertisers aren’t bidding on keywords and space and checking the results a month later. They’re adjusting bids across a number of channels at all times to reflect online consumer behaviour.
It’s a practice that keeps the budget under control and attracts traffic looking for your services. What’s not to like?
Do you have experience of real-time bidding? Do you find it easy and what kind of results does it bring your campaign? Let me know in the comments section below.
Real-time bidding is nothing new, though. You can find out more about it and performance bidding suites here.
Pay Per Click can be a tricky beast to master, especially when complex strategies like this are involved, which is why a number of businesses choose to outsource their campaigns to an online marketing company to handle it for them.
Real-time bidding allows advertisers to be smarter with how they present themselves to the right people on the right channels, collect data, and more.
The companies that are focused on the report aren’t doing well because they’ve got a better grip of PPC than everyone else, though.
They’re succeeding because they know their customers and are researching their target market at all times.
More to the point they understand that their target market is using and digesting new forms of digital media and are eagerly keeping up the pace to discover and learn.
It’s one of the first rules of business: know what you’re selling and identify your market.
Your website is essentially another front-of-house for your brand. Making it work for you to generate leads, sell products, push your philosophy, capture data and more is essential to being successful online.
That’s one of the things people find the hardest to do. They think their website is there to exist and convert traffic into money. They don’t see it as part of the whole that is their entire business strategy.
It’s understandable why that happens. When marketing online you aren’t dealing with your customers on a face-to-face level. Though the communication channels are there (email, social media…) the human element can easily slip through the cracks.
As examples of that I can’t help but think back to Amy’s Baking Company and how poorly they handled their social media channels.
The same goes for Black Milk Clothing. Instead of thinking of each visitor as a real human being with thoughts and opinions their social handler tarred everybody with the same brush, such are the pitfalls of internet communities.
The data you gather with Analytics aren’t just facts and figures. They are more a story detailing the journey of a real human and his or her journey through your website as they visit it.
Building the right relationship with the right people and understanding them is key to growth.
How do you make your website work for you and use it to complement your brand? Let me know your story below!
The little things matter
Profiling is the best way to understand your visitors, how they use your site, and come up with ideas on how to improve it.
Say you’re a fashion retailer looking to sell more of a certain brand of shoe through your website. You need to find out if your website is aimed at that audience, if they’re being attracted for the right reasons, and if they’re interested enough in what you offer to make a purchase.
For that to work you can’t really create a blanket strategy. You need to find out as much detail as possible and adjust your campaign accordingly.
What age range is that shoe made for? Is it more aligned to a certain gender? Is it a shoe that’s on the mass-market like Reebok or does it have more of a cult following like Dr. Martens?
If it’s something cult like Dr, Martens then do your landing pages reflect the brand’s style and philosophy?
Is there content there that’s in-tune with the Dr. Martens audience, or a themed lead magnet on the page that encourages them to leave more information if they don’t make a purchase there and then?
The more you’re on your visitors’ wavelength then the more you can implement those changes onto your site. The more the right changes are reflected then the more your website will work for you.
Creative and compelling marketing
It isn’t easy and takes time to gather the data that works for you, but the right creative marketing strategy based around your audience is the best way to get results.
It’s methodology that real-time bidders and auctioneers are putting into practice now. Let’s stick with the Dr. Martens example – I’m sure that real-time bidders have their target market nailed down, understand their online behaviour, and are reaping the rewards.
Online marketing shouldn’t be about the hard sell. There’s enough room for everybody to manoeuvre online to create compelling marketing strategies that work with their audience instead of trying to bleed them dry.
If you’d like to find out more about keyword bidding and the effect it can have on your internet marketing campaign contact the Webpresence team now.