Key Executives Mega Conference: Learn Important Trends and Gain Business Insights
Here are some marketing trends that can help transform publishing models as we develop better ways to conduct business.
- Build competencies to attract the online shoppers: Industry data proves that advertisers are spending billions on digital services and products. Global business-to-consumer e-commerce sales will pass the 1 trillion euro mark (U.S. $1.25 trillion) by 2013 and the total number of Internet users will increase to approximately 3.5 billion from around 2.2 billion at the end of 2011, according to a new report by the Interactive Media in Retail Group (IMRG), a U.K. online retail trade organization. This growing trend focuses on the need to not just market products but also provide top-quality product experiences and transactions online. This means advertisers have to be present on all online platforms, sharing content that is meaningful and adding value through blogs and social media interaction. For publishers, meeting the needs of advertisers can be effective when proper training is provided to sales and support teams so they know and use the channels extremely well. As Adam Burnham, vice president of interactive sales for Affinity Express says, "Be overly-prepared to support the sales effort and partner with companies that are strong where you are weak."
- Beef up mass marketing with targeted digital campaigns: Because targeted marketing talks to closed communities, addresses key concerns and brings in much higher returns per dollar spent, they are fast gaining popularity among all types of advertisers. Mass media is a good vehicle for building and sustaining brand awareness, but it cannot offer solutions to the problems of individual groups and communities—a critical need that is fulfilled by targeted digital vehicles. Therefore, local media companies are increasingly turning to SMB-oriented digital marketing and advertising services, a space where Hearst's LocalEdge and The Dallas Morning News have been among those making increasingly aggressive moves.
- Don't ignore mobile shoppers: According to Gartner, worldwide mobile advertising revenue will reach $11.4 billion in 2013, up from $9.6 billion last year and will hit $24.5 billion in 2016. These statistics show that smartphone users are edging close to critical mass of potential customers for all advertisers, a number that can not be ignored further. Local search has been a powerful driver in moving the mobile ad revenue needle. A very logical step for SMBs is to reach out to this audience by having a mobile-friendly website and a step ahead would be investing in mobile ads and applications that make the journey easy and interesting for someone seeking information. Location-based ads are the fastest growing segment of mobile advertising, according to BIA/Kelsey. As customers become the brand ambassadors for advertisers, their posts deliver advertisers' messages through their text or images. That's why advertisers and publishers have to start thinking differently to build these relationships by encouraging and rewarding such initiatives.
- Monetize your data to drive better marketing results: Publications use their data to promote reader engagement initiatives, launch campaigns for common-interest communities, encourage special deal purchases in exchange for site registration and more. Data is the foundation for these activities. Large companies use it to drive volume but SMBs can also use their data effectively because it represents a group of customers with special set of needs who respond to a brand message. Data collection is the easy part that happens at every contact point advertisers have from marketing to sales to support functions. But the new challenge will be connecting the dots between different types of data across multiple channels.
David Grant, Adam Burnham and Jason Luebke will represent Affinity Express at this year's Key Executives Mega Conference. They would love to meet you and answer questions about using new media channels to strengthen and further enhance marketing strategies for your advertisers.