Although digital marketing has only been around for two decades it's always shifting. The shifts represent societal tastes and the evolving role of technology in everyday life. As digital marketing moves toward a more tailored approach, new advertising trends are beginning to emerge.
Customizing vs. Mass Marketing
Twenty years from now, the next generation of marketers will shake their heads and say, "We can't believe we did mass marketing." Today, the internet offers a unique window into the personal world of every consumer. This in turn makes digital advertising the ideal platform for customization. Advances in audience data and RTB technology now enable brands to reach in-market consumers where ever they are. With these advancements brands now can customize their content strategy to align with the needs of each customer segment.
Clicks vs. Conversations
Not that long ago click-through banner ads were the wonder tool of digital marketing. Today, people don't want advertisements -- they want great stories. The world's top brands win over customers through stories and content marketing. Whether it's a trending news topic or testimonial -- being relatable is key to long-term success.
Paying for content distribution can help you build an audience and connect with customers you may not have reached before. However, there is more to marketing success than getting your content on the right channels and platforms. In order for native advertising and content marketing to be effective, your content needs to inspire readers to click-through and share it so that it reaches more and more people.
Going viral isn't easy, and it won't happen with every piece of content, but there are things you can do to make sure that your content attracts more clicks than your competitors. Here's our breakdown for creating the sort of "clickable content" your company needs to thrive:
If you’re a content marketer, there’s a good chance you're using paid distribution. But are you paying too much for your audience? Are you using the right networks? These are important questions to consider as you scale content distribution.
You can test a variety of networks and pray for performance as some marketers do. Or you can experiment the right way using our brand new Native Ads Benchmark Report. We've put together a comprehensive report detailing network and industry performance across the ecosystem.
An ad blocking application stops advertising from loading on the sites you visit. Due to this software, the advertising industry has lost a projected $22 billion in revenue so far. As fewer people view them, display and banner ads are becoming less effective. According to Marketing Land a typical display ad only gets a 0.17% click-through rate. Because of all this, some marketers are taking a "sky is falling" approach. If this is you, don't panic -- native advertising is your answer.
The Long Term Solution to Ad Blocking
Unfortunately, consumers aren't going to change their minds and decide to disable ad blocking. Years of bad display advertising practices, such as pop-ups and auto-play ads, have left a sour taste in people's mouths. Customers just won't cross their fingers and hope a website uses non-intrusive ads. They keep their ad blockers on and create an enjoyable web browsing experience for themselves. Yet, the widespread adoption of these applications is actually creating positive change in the advertising industry. Tactics with a negative impact on the user experience get forced out, and better alternatives become prominent.
At it's core native is a type of advertising designed to match the form and function of the platform it appears. Since it's start, native advertising has evolved over the last few years. Like all digital media trends, native has some misconceptions that have prevented adoption. It's time to debunk a some of these myths so they don't prevent you from scaling native as a channel.
If you spend enough time talking with marketers common themes start to appear. Are we creating enough content? Are we reaching our ideal customers? One of the biggest challenges customer mention is the need to generate insights. They want to know if the content they are creating is contributing towards their business objectives.
Today, we're excited to announce the launch of Content Insights.
Currently available to all customers, Content Insights opens a new window in Zemanta One. Now you can track how individual creatives are contributing towards your campaign goals. Content Insights provide easy-to-understand visualizations of the Best / Worst performing content.
Data shows that 44% of marketers use some form of research as part of their content program. This figure will only continue to rise over 2016. Why? Marketers are finding that original research can be a compelling subject for ongoing programs.
How to Approach Research
Most companies engage in a research project to prove out a key product feature in their product. If you want your research output to share and talked about, forget this direction. Research projects should answer key questions from your customers. Here are some questions to consider:
Agencies play a critical role in the digital marketing ecosystem. Their cross-channel planning and campaign management expertise enable brands to reach new audiences and grow their businesses. At Zemanta, our goal is to provide agencies with sophisticated, user-friendly software to scale native advertising across client accounts. To further that goal, we're thrilled to announce some enhancements to Zemanta One that finally place agency teams in the driver's seat.
Agency executives can now create new advertiser accounts and manage platform permissions across their entire organization. We developed a brand new login manager so individual team members can be assigned to the advertisers they support and with platform access specific to their role.
Digital advertising is riddled with fraud. It's a well know fact. As an advertiser do you ever wonder what the industry is doing to fight it?
At Zemanta, we’ve been working hard to prevent fraudulent traffic since day one. We've developed internal anti-fraud tools, we thoroughly evaluate each new network before they see advertiser budgets, and we've partnered with Distil Networks to detect and block bots. But that still didn’t feel like enough.
Today we’re proud to announce a significant update to the Zemanta One platform with the release of Autopilot. This announcement is the culmination of a multi-year project by our engineering and data science organizations to give Zemanta One customers intelligent automation for their native advertising campaigns.
Since all successful native advertising campaigns start with specific business objectives, we completely redesigned the campaign creation workflow to help campaign managers clearly track progress against these goals. You can select from a wide range of goals and define custom metrics including cost-per-acquisition (CPA), max bounce rate, and time on site.