This is the second marketing channel you control entirely after your website. You decide if, when and how regularly you communicated with those who’ve signed up to hear from you. You decide what you tell them, how pretty your messaging is and if you lead people back to your site or store.
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Marketing
You absolutely need to have an online base of operations, as well as a mobile version – the same as you have a head office in the physical world. Your website, like your flagship store or service location, need to first and foremost service your client’s needs, possibly your business partners’ as well, much more than it needs to serve yourself. Not all information and contents you find important to your business are also important to your clients and business partners.
Read MoreWith all the new possibilities constantly emerging in digital (online, mobile, gaming…) marketing and advertising, it’s easy for marketers to get a little lost, distracted and even focus on what’s really important, what should come first, and next and so on…
This is my effort to weed through everything and to put it in an order which I believe makes sense and is logical. Should you have additions or other ideas, please do not hesitate to share them with me in the comment box below. This may be the first edition of my “Digital Marketing Priorities” on this blog, but I’ve published two prior versions (additionally to this one) on my French blog (https://titaninteractif.com) over the past couple years.
eMarketer recently published a report (June 6th) on the evolution of mobile in Canada. The report highlighted a few interesting pieces of data about the expected growth of the mobile web as well ad spend going to the mobile web during that same time period.
Read MoreWhen asked which ad formats they prefer the most and the least, Internet users in the US, and I presume this would be the same in Canada as well, they answered overwhelmingly (compared to other formats) that they prefer email ads. eMarketer recently published a report on opt-in email offers and loyalty which is where this comes from.
Read MoreReal Time Bidding is all the rage around the world and Canada is no different. eMarketer recently published a report on the explosive growth or RTB around the world quoting new data from Forrester, IDC and Accordant Media. While some agencies have been using RTB to some extent in the last year or two, most are still grasping at the very concept of what this is, how it works and what it can really do for them. At the same time, publishers are worried this is just another way to commoditize their inventory, further driving down CPMs. Ad networks however are quick to catch on to the potential this represents to them and they are jumping in with both feet.
Read MoreThe rest of the session compared ad spend with total marketing spend which in a study I’d seen 5 years ago in Quebec identified advertising as 50% of total marketing spend. Borrell suggests that where local specifically is concerned, across the country, non-ad marketing spending is 2.5x bigger than total local ad spend. The bulk (85%) of those dollars is being spent in promotions. Online promotions represent only 5% and ad production accounts for 9% of total marketing spend.
Read MoreI hear this question a lot, about a variety of aspects to online marketing and advertising. Online advertising is all about data. The future of display advertising online and more precisely real time bidding relies exclusively on data. Data collected on user behaviour and preferences in various environments.
Read MoreEvery year I publish a round up of the various blog posts that crop up on the web predicting what next year will be like – I stick to interactive marketing and relevant topics as this would never end.
Read MoreEvery year, I assembled here what experts from around the web have published as their 2011 wrap-up. You may also want to compare 2011 in review (below) with what experts were predicting for 2011 at this time last year.
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