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Advertising

In today’s world, “brand-building” has become a big term in the marketing sector. Although defined broadly, brand-building is basically about making your product or service line more appealing and attractive to members of the target audience by creating consistent images and ideas around it. This marketing strategy is important because it increases the likelihood that members of your target audience will remember specific details about your product line. Once this happens, they’re more likely to buy your product when given a choice between your brand and a line they’ve never heard of. Digital advertising can play a big role in the brand-building process because it makes your company increasingly visible in the online world. Luckily, there are hundreds of digital advertising techniques you can deploy to make this happen. Here are some of them:

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Social Media Marketing. 

If you’re serious about optimizing and accelerating the brand-building process in the online domain, get serious about social media marketing. This form of marketing can help you share your brand in a dynamic way because it enables you to connect with people in a casual, light-hearted manner through social channels like Instagram, Twitter, Facebook, LinkedIn, Pinterest, and much more. Another big benefit of social media marketing is that it empowers you to enhance your level of communication with the audience. For example, social media marketing enables you to speak directly with your prospect or client through channels like Twitter. At the same time, a good social media optimization (SMO) campaign will enable you to develop ongoing, back-and-forth communication with the client, thereby putting the relationship-building process in full swing.

An example of a social media marketing strategy you might deploy is Twitter polls. Twitter polls are important and effective because they enable you to learn what the target audience thinks about one or more of the products/services you offer!

Web Design And Development. 

Web design and development is still one of the most important components of a solid brand-building campaign in the digital domain. Site development is important because there are now thousands and thousands of websites flooding the internet. As such, you need to maintain an entertaining, information-rich, or otherwise compelling website to ensure that your organization catches the attention of the individuals who may be interested in your brand. Good web developers possess the knowledge, open-minded attitude, and diverse skill set necessary to put together compelling content, intriguing images, and all of the other site components that set your website apart from what your competitors have constructed. Also know that companies such as 1shopping cart will provide you with ecommerce shopping cart software to help shorten and simplify the client’s experience of selecting products and checking out!

Online Reputation Management.

In addition to tapping into the power of web design and development, make sure that you incorporate online reputation management (ORM) into your digital advertising campaign. ORM is essentially about implementing customized strategies that will limit negative feedback about your brand in the online world. This marketing strategy is immensely important because when numerous people say negative things about your products or level of customer service, you can experience a significant decrease in your conversion rates. This is not what you want, and a good digital marketing team will work with intelligence and expedience to prevent it from happening. One ORM strategy that a digital marketing firm might deploy to ensure that your organization maintains a positive, dynamic online image is asking satisfied clients to write reviews of your brand and post them through internet mediums such as Yelp!

Content Optimization.

Online content is still one of the most important components of the digital advertising process. Specifically, people go online and read through the content about specific brands so that they can develop clear concepts of what certain products and services are all about. If you have compelling, information-rich content that really shares your brand with online audiences in a dynamic way, you can almost count on building a bigger internet audience and experiencing a substantive increase in your conversion rates. Hiring the right team of content writers is the simple key to success with this process, and hundreds and hundreds of digital marketing firms now employ individuals who have extensive experience in this sector.

Start Growing Your Company Online Now!

Four digital strategies that can build your brand in the online realm include social media marketing, web design and development, online reputation management, and content optimization. When you’re ready to really push your brand forward in digital space, begin incorporating these techniques into your marketing plan.

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Native Advertising is slowly gaining colossal popularity as it possesses much higher potential for advertising products when compared with banners, and is much more transparent than the print advertising. Owing to the huge benefits offered by Native Advertsing, many companies have stated leveraging it and several advertising firms have started offering these services. For instance, Outbrain recently launched its native advertising resource page.

Conceptualised as a form of advertising which blends in seamlessly with its surrounding, the native advertising, instead of focusing on the content of the advertisement it emphasizes on  disrupting the customers by providing the content in the context of the previous experience of the user.

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Why is Native Advertising Highly Efficaious?

Personalized marketing has always delivered a bigger set of benefits over conventional advertisements, and thus, native advertising which provides the content as per the surroundings is more effective than its counterparts. In the todays’ content centric world, the native advertising gives advertisers an efficient way to reach out to their target audiences without appearing as overbearing. As per a research conducted recently, the experts have found out that though the native ads are also viewed by the customers for the same mount of time as they spend on viewing the other conventional advertisements, but the native apps have bigger potential to be shared by the viewers and thus, it helps a brand widen its reach and go viral.

Benefits of Native Advertising

Native Advertisements are better at capturing the attention of the target customers

If an advertisement does not succeed in capturing the attention of the target audience, then it’s a mere waste of time and money. Thus, its always important for an advertisement to rank well on the performance metrics, and native advertisements offer much higher viewing & sharing rates. Owing to higher viewing rates, the native advertisements offer more engagement, greater conversion and ultimately, better results.

Native Advertisements are better at building up relevance

In today’s competitive business scenario, its vital that your company engages with its target audiences through a number of social channels and in their own language. Once you are able to establish  a rapport with your prospects and customers, you can nurture better relationship with them and build loyalty in your customers. Native advertisement allows the brands to associate their advertisement’s content with the preferences & tastes of their targets along with outlet in question. This enhances the level of advertisement viewer’s shareability, making the brand reach a broad range of target audiences.

Native Advertising is better at empowering customers

While shopping from the online stores, most of the times the customers are not looking for a new product or service. In fact, many of them seek a reliable solution to their problem. In such scenario, when a brand offers valuable and user-centric content that can aid the customer in finding solutions to the issues they are facing, the customers start trusting those brands. As a result, the brands can gain patron which can turn into loyal customers easily. Native advertising focuses on building strong relationships with the customers instead of helping brads just make money.

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Two of the world’s biggest advertising companies – Publicis and Omnicom – have called off their planned merger.

The merger, announced last year, would have created the world’s biggest ad company worth $35.1 billion.

Publicis and Omnicom said they called off the deal as there were challenges that “remained to be overcome” and the slow pace of progress was creating uncertainty that would be “detrimental” to both of them.

They agreed to terminate the proposed deal with no break-up fee.

Last July, Omnicom’s chief executive John Wren was pictured signing the deal on the roof of the Paris headquarters of Publicis with its CEO Maurice Levy.

Last July, Omnicom's chief executive John Wren was pictured signing the deal on the roof of the Paris headquarters of Publicis with its CEO Maurice Levy

Last July, Omnicom’s chief executive John Wren was pictured signing the deal on the roof of the Paris headquarters of Publicis with its CEO Maurice Levy

“The challenges that still remained to be overcome, in addition to the slow pace of progress, created a level of uncertainty detrimental to the interests of both groups and their employees, clients and shareholders,” the two chief executives said in a joint statement released on Friday.

“We have thus jointly decided to proceed along our independent paths,” they said.

The advertising industry has seen big changes is recent years and is now having to adapt to the growth of social media platforms such as Facebook.

The proposed merger was expected to help the two companies respond to these changes.

Publicis and Omnicom had said that the deal would help them make savings of around $500 million through pooling their resources, and also give them access to a wider range of clients.

Some analysts had also suggested that they might be able to negotiate better contracts, not least because the merger would have made them the biggest operator in the sector.

However, others had warned that the merger would create a conflict of interest between clients of the two companies – as they represented rival firms in many sectors.

Publicis and Omnicom said they would continue to “remain competitors, but maintain a great respect for one another.”

Google has patented a way of linking online ads to free or discounted taxi rides to the advertising restaurant, shop or entertainment venue.

The transport-linked ad service could encourage consumers to respond more often to location-based special offers, experts say.

Algorithms would work out the customer’s location, the best route and form of transport, Google says.

Advertisers will mine huge databases recording people’s habits, likes and preferences so that ads can be highly targeted.

Google says, in future, customers could be driven to restaurants, bars, shops and venues by driverless cars

Google says, in future, customers could be driven to restaurants, bars, shops and venues by driverless cars

Combining this information with location data gleaned from Wi-Fi, cellular and GPS tracking will enable businesses to tailor their ads and special offers according to where people are, the time of day and their schedules.

The addition of free or cheap travel to the location will be the icing on the cake, Google hopes.

In August, Google’s venture capital arm invested $258 million in Uber, the San Francisco-based car hire network.

In the same way that advertisers bid against each other for the rights to Google keywords online, the company sees them competing on transport costs too.

The real-time system would help advertisers work out the costs of offering the transport sweetener versus the potential profit margins, Google said.

“Getting a potential customer to a business location in order to conduct a sale may be one of the most difficult tasks for a business or advertiser,” Google says in its US patent for the “transportation-aware physical advertising conversions” system.

Google has announced that it will only charge advertisers for ads that have been seen by users.

More than half of all ads bought online are not seen by anyone, because they appear too far down the page, or for other factors.

Google says an ad is considered “viewed” only if 50% or more of it is visible for more than one second on the page.

It is the first major digital ad network to announce such a move.

Google has announced that it will only charge advertisers for ads that have been seen by users

Google has announced that it will only charge advertisers for ads that have been seen by users

“Even the jingliest, jolliest ad of the season can’t work its magic unless it gets seen,” wrote Google in a blog post announcing the change.

“Today, we’re taking an important step towards this goal by making it possible to buy based on viewability – in real time – across the more than two million sites in the Google Display Network…

“In other words, you can now choose to pay for only those impressions where your ad has a chance to be seen.”

Google accounted for 32.84% of all digital ad spending worldwide in 2013, according to eMarketeer. That translates to more than $38 billion of the estimated $117.6 billion global digital advertising market.

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Google has reported a profit of $2.97 billion for July -September period, beating expectations.

The company missed forecasts during the last quarter.

However, a closely watched measure, cost per click – how much advertisers pay to place an advert – declined by 8% from the same period last year.

Google shares jumped to an all time high in after hours trading, rising 6% to $941.25.

The company’s boss Larry Page said in a statement that: “Google had another strong quarter with…great product progress.”

Google has reported a profit of $2.97 billion for July -September period

Google has reported a profit of $2.97 billion for July -September period

Overall, paid clicks increased by 28% from the same time last year, and were up 8% from the previous quarter.

This is taken as a good sign by analysts, as advertising makes up the dominant share of Google’s profits.

In a call to discuss earnings with investors, Larry Page highlighted just how dominant mobile has become among consumers.

He said that 40% of users reached YouTube through their mobile phones compared to just 6% two years earlier.

Analysts were closely watching how Google is faring in this mobile transition, particularly as it relates to advertising.

Google charges less for mobile than for its traditional web browser ads, which is why even though ad sales increased throughout the quarter, the cost per click figure declined.

Google’s market share in the ad market is $6.9%. This has recently slipped slightly as rival Facebook has made inroads. Facebook now has 14.9% of the market, a jump from 9% last year.

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Instagram announced it will start placing ads in US users photo streams in a posting on its website.

“We have big ideas for the future, and part of making them happen is building Instagram into a sustainable business,” the photo sharing service said.

Ads will appear in a few months and involve just a handful of firms.

Instagram was bought by Facebook for $1 billion, but has never made a profit.

Instagram announced it will start placing ads in US users photo streams

Instagram announced it will start placing ads in US users photo streams

The company, which now has 150 million users, has been a favorite among consumers but has long left analysts wondering how it could turn enthusiasm among photographers into a business model.

Early efforts by Instagram to generate revenue were met with user backlash, such as when the company changed the terms of service to seemingly indicate that it would own user images and could sell those images to advertisers.

The failure of this move was acknowledged in the company’s posting.

“As always, you own your own photos and videos. The introduction of advertising won’t change this,” it said.

Social media advertising is a booming business in the US.

According to research firm eMarketer, advertisers will spend $9.5 billion on social network ads worldwide this year.

Facebook has boosted its efforts to gain a larger share of this ad spending.

This year, the company’s share of global mobile ad revenues will rise to 15.8% from 5.35% last year.