By Tim Mahlman
The ad ecosystem has always been built on a sense of “cautious trust.” This created a system where platforms largely operated in silos and the information shared with advertisers — whether it be campaign, inventory or audience data — was guarded. However, that system began to fall apart last year.
Ad fraud and viewability. Last year, a wave of endemic bot fraud cheated advertisers of more than $7 billion dollars. Similarly, viewability — the degree in which an end-user actually sees an ad — is a growing concern. Google has said that nearly 60% of its ads are not seen. And viewability can vary wildly among individual media sellers.
Desire for data. According to eMarketer, although data-driven marketing is “virtually universal,” more advertisers are relying on third-party data, and they want greater insight into cross-channel/device measurement to understand campaign success. Data access and openness are fundamental in today’s landscape. This is why brands are investing more in data collection and analytics. They are eager to have access to more pipes and sources. This desire for greater transparency is partly why Snapchat, which offers very limited data insight, gives some advertisers pause.
By Lanre Onibalusi
In our computer-driven and mobile world, digital marketing is how relationships get built. Gone are the days of old-fashioned marketing plans consisting solely of in-person events and traditional media. Instead, outreach through email and social networks are now crucial to every company’s marketing efforts. It’s a real adapt or die situation, and so far, the overwhelming majority of companies have adapted and shaped up for these new marketing channels. According to a recent study by Smart Insights, 82 percent of businesses have a defined strategy for digital marketing, either in their marketing plan or in a separate digital plan.
As consumers, we’ve all been the target of these digital marketing efforts. Our inboxes are filled daily with emails from businesses, and our social media feeds are peppered with photos and videos encouraging us to try the products and services of companies we either follow or are, according to the advertising algorithms, companies we’d probably want to follow. Clearly, the message is out.
By Erik Oster
With Snapchat parent company Snap Inc. going public today, analysts everywhere have weighed in with forecast and think pieces. But what about its potential for future client work? We spoke to three digital shops for their takes on the platform.
Facebook’s decision to imitate some of Snapchat’s key features with new launches like Instagram Stories has undoubtedly slowed user growth. Instagram is also an easier sell for brands already on the platform as Snapchat presents a higher barrier to entry along with some logistical concerns regarding its ad formats.
Still, Sebastian Saldarriaga, associate director of social media marketing at Huge, told Adweek that Snapchat remains “a very valuable piece of the puzzle in social media.”
By James A. Martin
Interest in mobile apps (with the exception of messaging app) appears to be fading. Location-based marketing may help retailers and other brands bring in customers. And the speed at which your mobile website loads is only going to become more important.
These are just a few of the mobile marketing trends experts say you can expect to see play out in 2017. To find out what you should be planning for the year ahead, we asked for input from digital marketers. Here are 10 trends these experts predict you’ll be buzzing about in the coming months.
By Sean Hargrave
Is the app dead? It has certainly been written off in conference speeches over the year as well as the occasional alarmist headline, but what we’ve all pretty much known all along really does now seem to be coming true. Consumers just don’t want a mobile phone packed with screen after screen of apps. They don’t want to scroll through page after page of icons, looking for an app that only allows them to interact with one brand.
That’s certainly the finding of research from Episerver, which found that one in three UK retailers do not have an app. A year or two ago this would have been used as a stick to hit retailers over the head with, accusing them of not understanding mobile and being stuck in the dark ages. Today, however, it can be seen as more of a sign that they do actually get mobile marketing and realise that app fatigue has hit consumers.
By Marty Swant
BARCELONA, Spain—Could mobile carriers band together to steal back advertising revenue from tech companies? It appears some telecoms are open to the idea of mobile network operators using their vast troves of data to create a new ecosystem for brands that want to reach users wherever they are.
Their secret weapon? Location-based data, according to Dan Rosen, global director of advertising for the Spanish telecommunications giant Telefónica.
“There’s a saying I have: ‘Where you go is who you are,’” Rosen said.
Speaking today at Mobile World Congress in Barcelona, Rosen said he thinks mobile network operators have the potential to partner with one another, pooling their data and user bases to gain scale against giants like Google and Facebook, which together already grab an estimated 85 percent of every new digital dollar.
By Chuck Martin
Despite the ongoing tradition of buying in stores, consumers put more trust in mobile and online shopping, from a security standpoint.
While mobile wallet adoption in the United States has not reached mass scale, almost all consumers using them feel they are at least somewhat secure, based on a new study.
The study, conducted by ACI Worldwide, comprised a survey of 6,000 consumers in 20 countries in the Americas, EMEA and the Asia-Pacific region. Almost all the consumers surveyed had one or more type of payment card.
Although it differs by market, consumers of bank-based mobile wallets generally have a high degree of confidence in the security of the mobile payments, with 80% at least somewhat comfortable with mobile wallet security.
In the U.S., there’s a higher degree of confidence. For mobile wallets, almost all (94%) consumers think the information stored on their smartphone or tablet is at least somewhat secure, with 30% totally trusting their bank to protect their personal information. Only 6% of U.S. consumers say their mobile wallet data is not secure.