Same Product, Different Campaign: How Brands Adapt to Suit Different Mediums

Today’s world is centered around globalization and easy communication which transcends locational boundaries which once seemed out of reach. We are in touch with markets not only in our direct local communities, but nationwide and even worldwide. The biggest factor that allowed for this growth was the advancement of the internet and the technology platforms which support it. We have entered an age where everything is available behind a screen, and there are so many screens to choose from, from mobile to tablet to desktop!

With the sharing of ideas across the world, we’ve also had to reform the way we market to reach both our local and faraway communities. In marketing, the next big thing has therefore become adaptive marketing, an approach which allows marketers to adjust their campaigns and marketing activities to fit the needs and interests of their customers as best as possible. This means adapting not only their products, but also the marketing platforms and channels to adapt to different mediums customers might use to access their products and sales marketing advertisements.

Desktop Campaigns

The desktop is the original internet platform, but that doesn’t mean it doesn’t adapt to the times! In order to keep up with marketing trends in desktop campaigns, it is important that your desktop campaigns fit aesthetic trends and keep up with the visuals that pushing boundaries.

Mobile Campaigns

Mobile has taken over. It is not just the future; it is the present! In order to stay relevant for a growing mobile market, it is essential that your brand has a mobile strategy so that it can target mobile audiences. While mobile sites are sufficient, it is highly recommended to turn to a responsive site which can translate between mobile and desktop. Wanna be a top player in the field in terms of accessibility and innovation? Consider designing a mobile app for your brand!

Video Campaigns

Thanks to the incredible increase in accessibility to ways to produce high-quality videos, more and more brands are turning to video content to reach an audience that is already so responsive to visual advertising. Video campaigns can increase ROI and engage audiences in a way that makes them visualize themselves with the product. This will lead to increased loyalty and brand engagement!

Tablet Campaigns

Tablets hold a funny spot in the market – they’re not quite desktop, not quite mobile. But with the increase in interest in tablets from kindles to iPads, it is important that brands include tablet users in their marketing strategies. Consider layouts and aesthetics of your (responsive) sites and ways the larger screen can benefit the mobile platform. Possibilities are endless!

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.

How Advertising Technology Changed the Real Estate World

Real estate, at it’s core, is an offline business; homes cannot be shipped in convenient sized boxes and photos can never do an apartment justice or truly showcase the tiny flaws that a cameraman can expertly hide.

As a result, the real estate industry has been one of the slowest ones to adopt digital advertising, making it one of the most interesting industries to watch in the upcoming years. The most recent housing crisis has challenged the real-estate industry and caused many realtors and brokerages to drastically alter their marketing and advertising strategies in order to stay current with the times.

Until 2006, the real estate world depended heavily on print advertisements in newspapers, with 26.8% of the $17.3 billion generated by newspaper advertisements being attributed to real estate advertisements.

The rise of smartphones and high speed internet alongside digital advertisement channels has cause real-estate professionals to shift their advertising strategies in order to have a strong presence where their consumers spend most of their day – on search engines, on their smartphones and on social media channels.

As a result, the real-estate world, a no-tech one in it’s offering, now relies on technology and digital advertising in order to succeed.

Are There Any Realtors Left?

One of the most notable changes caused by technology is the change in the position of the realtor.  In New York City alone, there were 27,000 real estate agents in 2015 and roughly 13,000 contracts were closed through agents. What that means is that more than half of the real estate agents didn’t close a single deal in the entire year (it might even be more since some agents may have closed multiple deals).

Despite the decline in contracts closed by agents, the number of listings is on the rise, as are marketplaces for real estate listings. Consumer real estate is now dominated by marketplace giants with strong online presence and powerful communicates.  As the internet rose in popularity, internet portals such as AOL Real Estate, MSN House & Home etc paved the way for marketplaces.

Today. sites such as Zillow, Trulia and Realtor.com have risen in popularity in recent years with Zillow leading the bunch with over 4 billion digital impressions in the past six months alone.

Does this mean that realtors are disappearing? Not exactly – it means that they are shifting from being the guarders of information to being the leaders in data sharing – meaning that they are turning to online marketplaces to communicate directly with their consumer rather than rely on independent and local advertisements.

A recent study reveled that 87% of homeowners gather information from online sources prior to making a purchase, and 33% report that they first saw the home they purchased online.  Therefore, in order for realtors to stay relevant, they need to operate in the digital world where their clients are.

Where Can Real Estate Go?

As technology advances and consumers increasingly depend on the Internet, so will their need for real estate solutions online. New companies are bridging the gab between real estate needs and consumer demands, and as time moves on, advertisers in the real estate industry will need to adjust their strategies in order to stay relevant.

As smartphones and IoT devices increase in popularity, consumers will demand their real estate related activities be as connected as the rest of their lives. As mobile ad spending is expected to exceed $100 billion worldwide in 2016 (surpassing all other digital ad expenditures), real estate professionals will have to increasingly depend on mobile advertisements in order to retain market share and continue securing new listings and clients.

The rise of video and 3D imaging will also likely alter the face of the real estate market. Instead of mistrusting photos, scheduling a viewing, taking time off work and going to see a listing, prospective renters and buyers will be able to tour properties from afar, making the entire process seamlessly digital.

Real estate professionals that do not invest heavily in mobile advertisements will have to shift their advertising strategies in the upcoming years in order to meet their clients where they are, or risk dying out. Part of the shift will have to include an increased reliance on search engine optimization (SEO) and search efficiency in order to ensure visibility online.  The best way to understand your target audience needs and expectations is by examining competitors, and thanks to programmatic ad tools and advertisement intelligence tools (such as our very own Ad Clarity) it is possible to understand the publishers, mediators and types of creative that are trending in the real estate world.

An increasing number of realtors, brokers and other real-estate professionals are using an array of digital devices not just for promoting listings, but to communicate with potential clients and follow up on important documents. As fart as technological advancement is concerned, real-estate professionals can expect an influx of technological developments, particularly for mobile devices, that they will have to adapt to or be left behind.

Ultimately, as information becomes more available and data is shared digitally, the real estate market will have to step away from paper and accept digital communication. From electric signatures on digital documents to mobile rent payments and interaction with 3rd party vendors, the real-estate market has a long way to go where technology is concerned.

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.

Top trends in Mobile Web Advertising

While most people think that the increased dependency on mobile phones (and the fact that more people stare at their phone when walking than at their surroundings) is a bad thing, marketers are looking towards 2016 as a breakthrough year in terms of marketing and targeting capabilities.

As more and more people rely on their smartphones, they release more information about themselves into the virtual world. From authorizing apps that enable access to social habits, enabling cookies to improve retargeting to targeting consumers based on search results, marketers can now pinpoint their exact target audience and build a comprehensive persona. Thanks to mobile phone popularity, marketers not only have this information, but can act on it wherever the consumer is.

Shifting from Big Data to Precise Data

 One of the most notable shifts marketers experienced since the rise of smartphones is the shift away from big data. Since consumers are constantly connected to their phone optimize inter-device connectivity, marketers no longer have to worry about big data and can focus on precise data instead.

What this means is that advertisements are increasingly specific in order to connect consumers to brands quicker and enhance their overall experience, thus speeding up the process to brand loyalty.

Video killed the display star

As video advertisements gain popularity, specifically on mobile devices, so does the video advertising genre. With the introduction of video ads, mobile marketers have a whole new channel to utilize in order to drive consumers to action.

Whether using video to create brand awareness or to promote a particular product or feature, video advertising is one of the hottest trends of 2016 and we predict its popularity will only grow. To date, companies spend less on mobile video advertising than display ads, however that will likely change by the end of the year!

Strong Social Presence

 Since the introduction of facebook fan pages, brands have increasingly recognized the importance of having a strong social media presence. As more and more social networks continue to evolve and more people spend time on those social networks through their mobile phones, brands that want to uphold their market value and customer loyalty will need to exist on those social networks.

Leading mobile-based social networks such as SnapChat, WeChat, Pintrest etc are going to be more important to brands in the upcoming months as te app developers will launch new monetization strategies that will open up their app to brand advertisements. The addition of Instagram to the Facebook portfolio recently opened up a new advertising channel on mobile devices and we expect that to become the case on other leading apps in 2016.

Overall, 2016 looks to be an exciting year for mobile advertisers who will have to work harder than ever to stand out, and have a product or feature that is hyper targeted to their consumers exact needs in order to uphold market share and brand loyalty.

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.