How Does Winter Weather Impact Online Advertising

Rain, rain, go away, come again another day…

That’s usually how the saying goes…and for the most part, it’s how we all feel! That is, unless you’re a digital marketer!

In the past few decades, digital marketing and advertising has developed impressive strategic approaches to tackle competitor marketing and ensure a successful marketing strategy and campaign for any online platform. From programmatic advertising to more traditional calendar-based tips and tricks, competitive advertising has grown to track and respond to market trends and buyer needs.

Weather has always been one of those factors that are considered most random and beyond our control. While we certainly can’t control the weather, however, the development of digital marketing and advertising have allowed us to use even weather to our advantage!

Several studies have been carried out to investigate the connection between weather and sales. Overall, the results point to certain trends that can benefit any programmatic platform. In short, there is a distinct correlation between weather patterns that digital marketers would do well to notice. While warm, sunny weather is beneficial for in-store sales, restaurants, durable goods, and other habitual services, colder rainy days are beneficial for online shopping, specifically within clothing, home and furniture, and wholesale retailers. The difference between online sales during clear and cloudy days can jump as high as even a 10-12% increase!

While the deviations are small enough to leave room for debate, the pattern makes perfect sense. It points to the tendency for people to spend more time browsing and buying non-habitual products or sales during days where outdoor activity and shopping trips are less accessible due to the weather. For example, if you are on the lookout for a bookshelf, a sunny day might make you more likely to take a trip to several furniture stores, while a rainy day might make you more likely to snuggle up in the comfort of your home and search for a bookshelf that meets your needs online, either for reference or purchase.

The implications this has for digital marketers are simple: rainy days and colder weather are good times to release digital banners advertisements to potential customer and consumer bases. In this case, it is especially advantageous for targeted marketing using location-based information. So next time you see a rainy day forecast, resist the urge to fall into a rainy day laze and get jumping on that marketing train!

Christmas in October? Why Holiday Advertising Starts Earlier Each Year

There’s a certain feeling of warmth and excitement when you start to see the holiday spirit popping up all around you. It’s that feeling that takes you back to when you were a kid, overwhelmed with Christmas cheer. Holiday advertising can only mean one thing – Christmas is around the corner!

But wait…Christmas in October?

Over the years, advertising for the holidays have slowly started to show up both in stores and online earlier and earlier in an effect some people like to call the “Christmas Creep.” While everybody likes to poke fun at Christmas themed competitive advertising and sales before Halloween has even come and passed, the reality is that the public doesn’t mind the early Holiday spirit. In fact, it has many advantages!

The holiday season is, for many companies and stores, the biggest money-making time period in sales for the entire year. This time period, however, is not limited to November and December as most people might think. While sales certainly do peak after Thanksgiving with Black Friday and throughout the month of December, a large majority of shoppers begin planning their holiday purchases way earlier than the winter months so that they can budget properly and shop for the best possible gifts. Some shoppers even begin their purchases as early as October so to beat the rush, for example with highly sought after gifts trending in the shopper market. Other shoppers also prefer to shop early so to allow themselves the time and comfort of setting up payment plans to budget their purchases.

When it comes down to it, whether or not shoppers are making the purchases early, holiday shopping becomes a focus for shoppers early on. For that reason, it is highly recommended for companies to turn on their digital marketing game for the holiday season early and watch competitor marketing to stay in the lead with their own competitive advertising. Before anything even hits the stores, companies want to make sure that their products are on the shopping list of the early Christmas planners! Next time you’re looking around and you notice a Christmas advertising next to a Halloween advertising, consider the effect. Most chances are, the competitive display will stay in your mind and even influence your shopping decisions!

So go on, digital advertisers! Get an early start to your holiday cheer!

Top 5 Advertising Trends for 2016

Even though 2016 is almost over, that doesn’t mean its too late to change your advertising strategy and implement some of the hottest trends in digital advertising.  Plus, it’s not too early to start thinking about your 2017 strategy, and if you don’t want to fall behind, you have to make sure you 2016 trends are on point!

So what trends can you not afford to forego?

#1 – Start incorporating Video’s

The first (and what some may call most important) trend of 2016 is the use of video for digital advertising. A Cisco report concluded that by 2018, 69% of all Internet traffic will be video based. Companies that want to stay ahead and reach out to a captive and ready audience must incorporate video in their digital advertising campaigns.  With digital ad spending on video only increasing, video advertising is one trend advertisers cannot afford to go without.

#2– Mobile Everything

Since the introduction of smartphones, the rise in the use of mobile devices has stunned even the most optimistic analysts. Already in 2014, mobile use surpassed desktop, and by 2015, 51% of the time adults spent with digital devices was spent on a mobile phone.  As digital advertisers begin planning upcoming campaigns, it is important to plan them for mobile devices and only then for desktop, as opposed to the other way around. If your target audience is on the mobile device, it isn’t the mobile campaigns that need to be optimized from desktop ones, but the other way around.

#3– The rise of Gamified Apps

If Pokemon Go taught us anything, it’s that consumers are willing to go above and beyond for something they find engaging and entertaining (just think about the guy who lost 28 pounds in 20 days). Since games have yet to be exploited in terms of advertisement, it is an excellent place for digital advertisers to focus if they want to tap into a captive audience that has shown willingness to go above and beyond for points (or pokemon).

#4 – Programmatic Advertising

Improvements in technology and increased competition has led to nearly two thirds of all display advertising being purchased through programmatic software and tools.  As a digital advertiser, it is important to stay ahead of the competition – and that means finding a programmatic advertising solution that works for you!

#5 – Humanize Your Brand

As machines begin buying ads and consumers grow weary of traditional advertisements, brands have begun turning to storytelling and human connections in order to build a brand identity that consumers want to connect with. Today, consumers don’t just buy a product – they buy a story, a vision and a piece of something they want to be connected to. For a digital advertising strategy to succeed, brands must humanize their story and make it easier for consumers to connect to them.

Throw Away Your Advertising Strategy

If you’re deciding between a long 10-year advertising plan or no plan at all, you are better off ‘winging-it.’

The internet has transformed the way information is shared and consumed, and as a result, has changed the way advertisers promote products. Today, digital advertisers have to appeal to their audience on a wide variety of channels in order to establish a brand voice and identity in the pursuit of consumers and loyalty.

So what does this mean for digital advertisers?

For starters, it means that the world is rapidly changing and with it, the meaning of long term has shifted. A long-term strategy 20 years ago spanned decades and was supposed to take into account market changes, social shifts and advancements in technology, however 20 years ago, advertisers couldn’t predict smart phones, social media or instant mobile communication.

Today, with the world changing drastically every quarter, companies cannot adhere to antiquated plans, and many advertising strategies are irrelevant within months rather than decades.

Does this mean companies should throw it all away and wing-it? Probably not. But it does mean that companies need to be flexible and understand that new technologies can be introduced every day that will render their well thought out plans obsolete.

Instead of planning for long term, companies need to focus on their brand identity and message and keep that as the focal point for a long-term advertising strategy.  Instead of trying to predict the future and where technology will take advertisers, advertisers should build a brand (and an advertising and marketing strategy for that brand) that is flexible enough to change and stand the test of time.

Did Mobile Advertising Kill the Retail Star?

Since the introduction of credit cards in the 1950’s and through the rapid development of the World Wide Web, the retail industry has always had to adapt first to new technologies and digital advancements.

The retail industry is one that relies heavily on psychological factors and the ability of marketing executives to convince consumers they require products they never even knew existed. With the need to stay current and always appeal to consumers, it’s no wonder that the retail industry has been most directly impacted by the digital advertising revolution than almost any other industry.

The first recorded retail transaction on the web was in 1994 and soon after that companies such as Amazon and eBay popped up offering digital marketplaces for mass consumers.  When smartphones penetrated the market and effectively demolished any other type of mobile phones, retailers knew they needed to move – and quickly – or perish.

Following the Money Trail

The retail industry isn’t chasing mobile because it wants to; retailers are chasing mobile because they have to. The future of money has been altered in the mobile age and consumers are connected to mobile phones around the clock, forcing the retail industry to adapt accordingly.

According to a recent eMarketer report on mobile payments, “nearly one in five smartphone users will use mobile payments” in 2016. This astonishing number jut accentuates what any smartphone owner already knows – mobile is where the money is.

More and more people are making the switch to smartphones, and the integration of smartphones into the lives of kids is reaching new levels, leading all experts to believe that this trend will only rise. Consumers are increasingly trusting of their mobile devices and the security features promised by all, resulting in a growth of 210% in 2016 on mobile payment transactions.

Consider these numbers: In 2015 mobile payments accounted for $8.71 billion in the U.S alone. In 2016 that number is expected to reach $27.05 billion.

These numbers, coupled with predictions from major Credit Card companies that smart devices are on the fast track to eradicating cash from consumers hands, means that retail industries that want to stay relevant will find themselves spending more and more time on smaller and stronger screens.

Advertising on a Small Screen

Adapting a payment-processing page on a mobile device is easy – the hard part is driving consumers to reach the payment page (preferably with a heavily loaded cart ready for checkout).

Retailers have had to reinvent the virtual wheel where advertising is concerned, devising new ways to draw consumers to their websites, mobile apps and other social accounts.

Advertising today is based on the ability of a brand to relay a massive message in a small space with few words. To continue driving conversions, marketing executives have increased the dependency on powerful call-to-action buttons in the hopes of pushing consumers in the direction they want them to go. Retail companies that recognized the benefit of the mobile devices early on have been able to respond to consumer demands while integrating the latest technologies such as video, social activism and more.

We Have What You Want – On our App

The first thing retailers must realize is that consumers today want more of one thing – information. The digital revolution has educated consumers that knowledge is always at their fingertips. In an effort to control the knowledge about a product, retail advertisers have developed brand-specific mobile apps that connect consumers, offering more information accessed from the palm of their hands.

Mobile apps for retailers have the ability to provide information as well as push products, unveil new products and more. The struggle of retailers falls then on their ability to drive consumers to download the apps.

Driving consumers to download an all also enables the company to maximize their branding with constant push notifications, reminders and of course, access to information given during the signup process.

How to retailers push consumers to download their app? With freebies. Retailer mobile apps are always free for consumers to download and tend to offer more discounts, shipping specials etc.  As a result, more retail mobile advertisements rely on variations of the CTA “download our app for a special offer.”

Sure, there is little room for imagination here considering the fact that most advertisers are using social media and in-app campaigns for advertisements, but that doesn’t mean it doesn’t work.

Get More of What You Want if You Bring Your Friends

Another strategy retail advertisers brought to the mobile world relies on the basic idea of word-of-mouth.

In addition to wanting information about products prior to making purchases, consumers seek validation of products from their peers prior to purchase.  Since word of mouth in the digital age is based on rewarding the referrer and referee, digital advertisers in the retail industry have incorporated the rewards system to smartphones and use it to attract consumers though mobile display campaigns.

Referral programs that reward consumers for bringing friends have gained tremendous success, particularly with the development of mobile advertisement and the incorporation of social media advertisements. The ease of sharing links, track-able apps etc through social channels has led mobile advertisers to push referral and loyalty programs directly in their mobile display campaigns and this is seen from the terminology used on banners that drive consumers to websites and to download apps.

The Art of Accepting Limitations

Part of the struggle mobile advertisers have had to deal with in recent years is understanding the limitations of mobile phones and working within those limitations in order to run effective campaigns.

Successful retail marketers operating in the mobile world have had to master the art of working within the limitations of smartphone devices.

Consider the demise of flash; when the first iPhone penetrated the market, Adobe Flash was the undisputed king of the internet. Whatever conspiracy theory you may or may not believe, one thing is undisputed – the lack of Flash integration in the first smartphone was the start of the end for them. When Adobe announced in 2011 that they abandoned all development of Flash for mobile devices, many retail advertisers were in a frenzy, unsure how they would be able to effectively market to their consumers without the flash technology they relied on so heavily until then.

Fast forward to 2016 and, while flash is still dead, animated mobile advertisements are not.

Mobile advertisers, specifically in the retail industry, have found a way to work around the limitations of mobile devices while still retaining their ability to creatively promote their products. Today the use of GIF in mobile display advertising has brought back animation to mobile campaigns, giving mobile retail advertisers more freedom to creatively convince consumers to get things they never knew they needed (but somehow cant live without).

Who is Afraid of a Little Digital Revolution?

2016 is turning out to be one of the most interesting years for mobile advertising as a whole, and specifically for the retail industry. With more purchases being made on mobile devices, hypertargeted campaigns being shown to consumers on all screens and competition being fiercer than ever, retail brands are in a sink-or-swim situation they must overcome if they hope to be around in the future.

As companies adapt their marketing strategies to stay in line with the latest trend, the best thing companies can do is look to their competitors to see what they are doing (and perhaps get an idea of what works and what doesn’t). Examining media and publishing tactics through the use of big data tools such as Ad-Clarity can provide retail marketers with even more insight on the leading trends in the mobile advertising world.

The good news for retail companies is that if they recognize the trends, learn from competition and adapt their mobile display advertising strategy in order to work within the limitations of mobile devices, then mobile won’t be able to kill the retail star.

You read it on our LinkedIn back in 2016; reading all day intent on learning the best trends.

Mobile can’t kill the retail star.

Oh Oh.

The Evolution of Programmatic Buying: Marketing Intelligence

I could not conclude this series without essential tips and tricks as to how you can enhance your media buying strategies in regards to programmatic buying. And the key to programmatic buying lies in Marketing Intelligence.

What is Marketing Intelligence?

Marketing Intelligence is the process of gathering all the world’s online media data and presenting it in a useful and accessible way to allow for better decision making.

Marketing Intelligence for Media Buyers

I am about to show you exactly how you can use Marketing Intelligence to overcome your programmatic buying challenges as an Advertiser or Agency.

In the next few examples, I will be presenting several different brands from different industries in order to demonstrate the broad range of advertising information that you can extract from AdClarity, the essential tool for digital advertisers and media buyers.

Challenge 1: Discover the Most Successful Publisher Sites to Advertise With

In this scenario, let us assume that we are  a mid-size advertiser in the travel industry. If I want to make sure I am targeting the right publishers, I can do so by monitoring my competitors and top influencers in the industry to find out what works best for them.

As an advertiser within the travel industry, I will use AdClarity to look up TripAdvisor, my industry leader and uncover their online marketing strategies and advertising tactics to create my own successful banner ad campaigns.

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In addition to seeing which publisher sites TripAdvisor is advertising with, I can filter the sites according to “highest share of voice” to see which publishers they are working the most with and therefore spending most of their display ad budget with. I can also assume that the most invested sites are deemed to bring in the best results because TripAdvisor is not likely to be wasting such a huge amount of their budget on sites that they know are not working for them.

The search results here bring up a long list of successful publisher sites who are pursuing the same target audience as I am. Therefore I can guarantee that there are several sites on this list which I haven’t even thought about advertising with, and now I can expand my reach to find new target audiences.

Challenge 2: Optimize Your Banner Creatives and Campaign Messaging

None of the above matters if you’re not able to speak to your audience. And the way you speak to your audience is through designing a creative that communicates, resonates, and interacts well with your target audience. But which creative is guaranteed to work?

In order to get an idea of what kind of creative design and messaging you should be using, take a look at what is working (and what is not working) for your competitors and industry leaders.

This time I am in the financial industry and I need to figure out what kind of call-to-action, banner ads and landing page design my creative needs to have in order to generate the highest conversion rates.

All I need to do is uncover American Express’ online advertising tactics to see which creatives are most successful for them and build off of their campaigns to create my own ultimate campaigns.

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Challenge 3: Finding the Most Relevant Ad Exchanges, Ad Networks, Ad Servers, DSPs, and SSPs that will lead you back to your favorite publishers and other similar publishers who target your ideal audience.

In this scenario, let us assume that we are a brand in the automotive industry who wants to advertise on turbododge.com, an online publisher site that deals with the automotive industry.

By using AdClarity to discover which mediators (ad exchanges, ad servers, ad networks, SSPs, and DSPs) turbododge.com is working with, I am able to know who I need to out to in order to advertise with them.

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Additionally, I can assume that publishers in the same industry as turbododge.com are most likely using the same SSPs. I should therefore make sure that the ad exchange I am working with works with that specific SSP or that I’m using the SSPs that are most relevant for me.

I can also use AdClarity to figure out which DSP I should be working with. By using Marketing Intelligence to uncover which SSPs and ad exchanges a DSP is working with, I can see which DSPs have access to premium inventory and if other advertisers they are working with are in the same industry as me.

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If I want to dig a little deeper into that last step, I can use AdClarity API to evaluate the ad spend of my competitors and what they’re bidding for inventory on a publisher site I’m interested in. In order to get the ad spend, I calculate all the publishers they are working with, how many impressions they bought from each publisher, and what the CPM is of each of these publishers.

Marketing Intelligence for Media Sellers

In the next few examples, I will be using several different companies from different industries in order to show you the broad range of information that AdClarity has access to.

Challenge 1: Finding the relevant ad networks, DSPs, and SSPs that will lead you back to your favorite advertisers and other relevant advertisers in order to maximize your advertising revenue and access thousands of advertisers that wouldn’t have bought directly from you.

In this scenario, we are a publisher who wants to work with Travelzoo.

By using AdClarity to discover which mediators (ad exchanges, ad servers, ad networks, SSPs, and DSPs) Travelzoo is working with, I am able to know which mediator I need to be in contact with in order to work with them.

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Additionally, I can assume that advertisers in the same industry as Travelzoo are most likely using the same DSPs. I should therefore make sure that the ad exchange I am working with works with that specific DSP or that I’m working with the DSPs that are most relevant for me. This will help me find advertisers that will yield results from my site and will continue running their ads with me.

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I can also use AdClarity to figure out which SSP and ad exchange I should be working with. By using Marketing Intelligence to uncover which DSPs and ad exchanges an SSP is working with, I can see which SSPs have access to premium advertisers and if other publishers they are working with are in the same industry as me. By making sure I have access to top of the line advertisers, I can maximize my revenue by knowing that premium advertisers are trying to outbid each other for my premium inventory.

Additionally, AdClarity shows me the eCPM of my competitors so that I can see what my inventory is really worth and whether my price floor is too high or too low.  If it’s too high, I’ll know to lower it so that I won’t be missing out on advertisers. And if it’s too low, then I can raise it and maximize revenue.

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In conclusion, Marketing Intelligence lets you gain complete visibility and transparency onto your competitors advertising tactics and monitor your entire ecosystem to build on their success and avoid their failures.

Your competitors have spent an exorbitant amount of their budget on testing and trying to figure out what brings them the best results and these insights will allow you to easily work off their successes.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

Digital Marketing in 2015: Defining the Customer’s Experience

Customers are the number one driving force behind the changes that are occurring in today’s digital marketing world. Traditional marketing methods based on a linear buyer journey are no longer relevant as the customer journey has become increasingly complex and the combination of a broad spectrum of multiple touch points and exceedingly high customer expectations, which demand consistency, personalization, and meaningfulness, have created an environment where marketers have no choice but to adapt.

In short, customers are now running the game.

And because of this, your digital marketing strategy can’t be motivated by sales. Rather, it must be motivated by the consumer and about delivering the most personalized and satisfying customer experience possible. The tricky part arises when you try to figure out what the customer wants and how your business can deliver above and beyond these expectations.

What do customers want?

Customers want a seamless, integrated, and personalized shopping experience. The days of mass generic campaigns are no longer cutting it and brands must be able to provide each of their customers with relevant and unique messages at the right place at the right time. They expect more from their favorite brands and they expect for those brands to deliver. And if the brands don’t deliver immediately, the customer closes the browser window and moves on to the next brand that will.

The ever-changing buyer journey

Regardless of what vertical you are in, online shopping has become extremely competitive. In addition to consumers completing 70% to 90% of their buyer journey before even approaching a vendor, consumers are also utilizing content more than ever. In fact, it is estimated that consumers read between 10-12 pieces of content before they make the decision to purchase, and this includes other customer reviews.

The amount of power that has transferred into the hands of consumers is immense and brands can feel it. They have to consistently and constantly reinvent themselves to deliver a memorable customer experience that will resonate with consumers. And that means understanding precisely what the customer’s beginning-to-end journey is.

This is where it gets tough.

This series will focus on the shift in digital marketing trends as based on the increasing importance of delivering the ultimate customer experience. You’ll learn about how to optimize the digital customer experience through a digital marketing perspective through understanding:

  • Why the traditional marketing funnel isn’t enough
  • Why content is king and native ads are ruling
  • The importance of hyper-personalization
  • What Omni-channel marketing is
  • The main touchpoint challenges for marketers
  • Programmatic buying and its impact on customer experience

We’re looking forward to showing you why the importance of customer experience has never been higher. Stay tuned and get ready to optimize your digital marketing strategies.

 

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

How to Do a Competitive Marketing Analysis

I promise you that no matter what industry you’re in, everyone has one thing in common. You all have competitors. Now, what does this mean for you? It means that you have to do a whole lot more work to be better than your competitors, but it also mean that you can use your competitors to your own advantage.

How?

By exploiting them for your own competitive analysis.

By performing a competitive analysis and understanding exactly what your competitors are doing, what their online marketing strategy looks like, which campaigns they are running, who their target audience is, and how they are reaching their audience, you are better able to diagnose and strategize your own marketing strategies. Understanding the strengths and weaknesses of our competitors will allow for us to develop a distinct advantage that may result in industry domination.

Okay, so I’m sure you already know this and understand the concept of a competitive analysis. But you also may be asking yourself “well, how exactly can I perform a competitive analysis on my competitor?”

With the right marketing intelligence tools, you can uncover your competitors’ online strategy and gain the insights you need to create your own refined and direct marketing strategy and approach. And here’s exactly what you should be looking for in your next competitive intelligence tool:

Have access to a Publishers list– If you’re an advertiser or agency, having the ability to understand which publishers, or traffic sources, your competitors are using is imperative.

Find a tool that lets you see exactly where and with whom your competitors are advertising. Make sure that this tool enables you to sort through the publishers by certain parameters, such as number of campaigns or share of voice.

By sorting the publishers through share of voice, you will be able to see which publishers are the most successful for your competitors’ online marketing campaigns. You’ll see where they are running the most campaigns on, which publishers they are investing the most in, and, as a result, be able to extend your own reach by uncovering publishers that you may not have known existed!

How can this help you?

Finding new publishers to work with can only help you extend your reach. And if you see that your competitor is investing a lot in a publisher that you’re not working with, you can almost guarantee that this would be a great placement for your campaign as they are a direct competitor and targeting the same audience as you.

Secondly, by sorting the publishers through share of voice, you can see where your competitor is spending the most. That means that if you really want to outshine them on certain sites, you will know where you should try to outbid them and if it’s worth it.

Lastly, by seeing which publishers worked and didn’t work, you are saving yourself a ton of money from your testing budget. Rather than spending to find out what doesn’t work, you’re letting your competitor do it for you and are reaping off of their trial and errors. This way, your testing budget decreases a ton and you are able to right away focus on the publishers that you know will bring in good results.

Discover their Campaigns– Discover which campaigns your competitors are running. See what they are offering, what the trend in the market is, and where they are publishing their campaigns. By doing so, you can learn about how to effectively strategize for your own campaigns. Understand what works and what doesn’t by having a tool that enables you to see the trends of the campaigns, how long they have been running for, what their share of voice is, and so forth.

Use a tool that lets you see the actual trends of the campaigns in order to see which were effective and which were failures. Understand which publishers worked with which campaigns and base your own campaigns on these insights. By performing a competitive analysis on your competitor in regards to campaigns, you will be able to take advantage of all of their testing and knowledge and use it for yourself.

Find out which Geography matters– One of the most important aspects for competitive analysis is figuring out which markets you should really be targeting. Your next competitive intelligence tool should enable you to figure this out quickly and easily.

By seeing which countries your competitors are and aren’t advertising in, you will be able to understand which markets are the most inundated and which are untapped sources. If you see that there is a new geography that shows a promising future, but is still relatively untapped, you can go in there and dominate. Not only that, but you won’t even have to spend an exorbitant amount in order to win market share.

Build off of the Creatives– Designing, thinking of, and creating your campaigns’ creative is not a quick and easy task. One of the most important insights you should look for when performing your next competitive analysis is uncovering your competitors’ creative. By doing so, you will be able to understand what size, offering, image, design works most successfully for your target audience. You can see what the corresponding landing page looks like and build yours off of the same concept.

The creative is definitely one of the most important aspects of your campaign and you need to make sure you do it right. Your ad viewability depends on the success and thoughtfulness of your creative. You need to make sure that your size, ad type, ad layout, image placement, and so forth, are all optimal in order to gain traction to your landing page or website.

Competitive analysis is not an impossible task if you have the right tools for it. Using a top notch competitive intelligence tool is always the answer to getting the insights you need to creative your own stellar campaign.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a demo of AdClarity tool.

 

 

Target Marketing Strategies: Why You’re Doing it Wrong

Okay. So you’ve come up with a brilliant idea for a product or service and now you’re ready to start marketing it. But before you even begin to jot down the first bullet point for your strategy, you need to nail down who you’re selling to; and this means creating the perfect target marketing strategy.

Understanding your target market and developing a strategy for it is probably one of the most important and impactful things you can do to create brand awareness, increase your leads, and increase your likelihood of sales. Why? Because by understanding who it is you’re targeting you will be able to understand how your marketing strategy and customer service tactics should unfold.

Okay, so I bet you’re starting to wonder “I get it. But how can I actually create my target marketing strategy and what steps do I need to do in order to get the information I need?”

Well, luckily for you, we’ve created the perfect guidelines on how you can create your own target marketing strategy and the 3 easy steps you need to take to do so:

  • Check out your competitors:

This is probably the best place you can start. In addition to uncovering your competitors’ online marketing strategies and seeing where they are advertising, which publishers they are using, what creatives and campaigns they are running, you can also get a really good idea of who you should be targeting. You can understand who their target audience is and what niche they are focusing on. See which publishers they are using and understand the audience and clientele that visits those sites. See how they design their creatives and offerings and understand what works with your potential customer and what doesn’t. Uncovering your competitors’ strategies doesn’t only help you with your target marketing strategy- it helps you with understanding your overall online marketing strategy.

  • Who would have use to your product or service?

What does your product or service do? What does it offer and how will it benefit your potential clients? Who are the people who would need these benefits? Once you understand the real value to your product or service, you can gain a strong grasp of who needs it, why they need it, and how you should sell it to them.

  • What is your potential customer’s pain?

What drives your customers crazy at night? What makes them toss and turn in bed? Whatever the issue is, figure it out. By providing a solution to their problem, you are opening the door for a discussion. By understanding how your customer seeks solutions to their problems, you will be able to adapt your marketing strategy to fit them better. Find out what sources they use to get information on so that you can deploy your ads in channels that are absolutely critical and effective.

Understanding your buyer persona or target audience is one of the most critical steps for creating your marketing strategy. The more you understand them the more you will be able to help them. Whether it’s through advertising in trusted sources, creating a buzz around your product or service, or delivering an incredible experience, you are increasing your likelihood of bringing in sales! These three steps are the most fundamental ones in creating your target marketing strategy. They help you see your product or service through their eyes and understand what their marketing needs are.

Creating a marketing strategy is hard. I know. But trust me on this. You’ve got it. Just follow the three simple steps we provided for you and watch your target marketing strategy unfold.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

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How to Increase Your App Downloads

Ok. So you’ve got this great idea for an app. And you’ve got some people with money to back you up. You’ve built a team of developers, designers, marketers, and one heck of a product team. You’ve followed all the protocols and regulations of Android and iOS and you’re ready to launch. But there is one thing holding you back. And that’s trying to figure how you can get someone to do an app download on your app in a world where there are 1.35 Million apps on the Android store and 1.3 Million apps on the iOS store. And I don’t blame you for being nervous; those are some pretty intimidating numbers!

But the thing is that there are more than just a few apps that have managed to make it BIG. And that means it’s not impossible and that you have a chance of accomplishing the same with your app.

All you got to do is follow a few simple rules:

Research The Competition

This step is a MUST. Competitive Intelligence is necessary for any app or product you create. You must see what your competitors are doing: how they market their app, who they target, how their creatives and ads look like, what their landing page in the app store or Android store looks like, and how much they’re charging for their app.

But don’t just imitate your competitors- be better than them and learn from their mistakes and build on their successes. If they are offering free content, don’t launch a paid app[1] or, if you do make a for-profit-app, make sure you explain this and how the user benefits on the app store page. You can also make your app half free and charge for the premium stuff! And if you do launch a free app, don’t forget that you can always make the money back by integrating advertising banners for other apps.

(This is especially important if you plan on rolling your app to other countries. Use a tool like GeoSurf VPNi, which acts as a proxy for your mobile to get the local perspective from anywhere so that you can see app rankings and geo-targeted ads and content.)

Localization

In addition to doing competitive intelligence if you plan on rolling your app out internationally, you need to make sure you localize your app. This means that your description and app store landing page needs to be culturally and linguistically fitting to each specific location. For example, if you’re targeting South Korea, you’re not going to use an example like: John Smith goes to Arby’s to get a sandwich. Okay, I don’t know how exciting that app would be, but you get the point.

Make sure you translate correctly, and don’t, by any means, DON’T, use Google Translate for this. Find a real translator and pay them the few bucks it costs to make sure you don’t offend potential users and get your point across correctly.

ASO

Okay, this one I took from an amazing KISSmetrics blog that talked about something called App Store Optimization (ASO), which is pretty much the mobile version of SEO. So, the whole purpose of ASO is to get your mobile app to rank higher and higher in the app store, so that your app becomes more visible to potential users, therefore increasing your chance of an app download. But like SEO, ASO requires for you to have a complete and total understanding of who your customers are, including how they look for apps, where they search for apps, what forums they go on to find out about apps, and, most importantly, which keywords potential users are using to search for apps. Why? Because 63% of apps are discovered through app store searches and this makes it the most popular method for discovering and downloading new apps.[2]

So make sure that the keyword you choose for your title is the one that people search for the most. And, just like SEO, make sure that you flood your description with these keywords- but don’t be too tacky. In this case, if you do have the budget, I highly recommend hiring someone who knows what they’re doing. Because this may sound easy and quick, but let me tell you from experience- it’s not.

Create a Website for your App

This is a no brainer- or is it? I’ve definitely run across some apps that have no website or further information that they themselves published on the internet, and boy, is that a turn off. You’ve got to create a seamless and integrated experience for the user. They need to feel like they can go from mobile device to desktop to online and find everything they need at their fingertips.

Not only that, but a website will help promote your app on search engines through SEO, which will promote its rankings in search results, AND, will provide a potential user with the information they need and might require to go for that last step and give them the last push to download your app.

Make your site fun! Add pictures of your workspace, employees, and people using your app. This way, users can know more about the app and how to use it. Additionally, get your friends to do you a favor and write you a review. In return, you can get them some pizza.

So you see, it is possible to make a difference in the app world and stay above the rest. Apply these couple of suggestions as a starting point and see where it takes you. And if you have some other suggestions, please let us know in the comments!

Good Luck and May the Downloads be With You.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

Request a guided tour of AdClarity.

 

[1] http://blog.webcertain.com/how-to-increase-app-downloads-worldwide/20/11/2013/

[2] https://blog.kissmetrics.com/app-store-optimization/