Tag Archive for: Digital Marketing Trends

Collecting and Utilizing Customer Feedback

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As we live and work in an era of unprecedented global transparency and digital experience-sharing, feedback has never been more business-critical than today. Feedback, both negative and positive, is constantly being shared about companies, products, and experiences. This is referred to as the feedback economy, and as it has grown, it has become the cornerstone of company growth initiative. 

The feedback economy has changed the way customers make decisions and their expectations are at an all-time high. While gaining customer feedback as become a no-brainer for most companies, analyzing and utilizing that feedback is not so simple. 

 

The Top Ways to Gather Customer Feedback 

Live Chat 

One of the best features an eCommerce website can have is live chat. This option allows companies to get closer to their customers by being able to immediately address needs or challenges. Companies can easily identify patterns of any recurring issues, speeding up the process of finding long-term solutions for those issues. There are a number of services that introduce live chats on any website, such as Zopim. You can make the live chat proactive by making it appear on users’ screens whenever they have been a page for a specified amount of time. This increases the efficiency of the feature and the chances of it getting used.

As with all forms of feedback, the quality of company response plays the biggest role in getting real results. Having employees constantly monitoring the chat is important, ensuring all customers’ questions or concerns are addressed promptly and legitimately. To go even further, you can get feedback on the live chat session. A short survey can be sent to the user, asking whether or not their experience was helpful. This can help companies immediately identify the effectiveness of the chat and chat-support personnel. 

Form-Based Surveys 

Surveys are the most basic and common way to gain customer feedback, but there are many opportunities for error when using this method. It’s common for companies to get carried away with too many questions, trying to get as much detailed feedback as possible. QuickTapSurvey discovered that the number of questions and time spent answering questions is not a linear connection. The more questions a survey has, the less time respondents spend on each question. Meaning that the more questions a survey has, the less accurate and reliable the responses will be. There is no ideal survey length, but from what research has gathered, the shorter the better. A good strategy is to make sure that every question has a clear purpose and will fulfill end goals.

It’s also important to include open-ended questions. While multiple choice questions are quicker for customers to answer, the answer choices are based on company assumptions. Open-ended questions give the customer the opportunity to give their unique and long-tailed opinion. These types of surveys should only be sent to engaged users that will take the time to provide the feedback. 

Consistently Monitor Social Channels 

Social media platforms such as Facebook, Twitter, and LinkedIn have become an invaluable resource for customer feedback. Similar to live chat, there are a variety of tools available to help companies gather conversations that take place on social media about a brand, and even monitor social presence of companies and their competitors. Social listening is a great way to get closer to customers, improve user experience, and quickly respond to comments or issues. Just as with live chat, time is crucial when it comes to handling questions, complaints, or any kind of negative feedback, as it can spread quickly. Social listening requires resources dedicated to monitoring and responding to feedback, as some companies even turn to third-parties. Feedback monitoring should go even further than just on social media, as there are a number of review-based apps and sites that are valuable as well. 

On-Site Comment/Suggestion Boards 

Suggestion boards take gathering feedback further by allowing users to not only collaborate ideas with the company, but with other users as well. Depending on the type of board used, posts can be upvoted or commented on by other users. This can help companies discover what needs or opinions are most popular among their customers. Simplicity and ease of navigation is important. Users should be able to post and comment without any difficulties. Creating categories, allowing users to view the most popular posts, and making it searchable are all ways to increase efficiency and effectiveness. To get started, invite the most engage users to leave ideas, those that know the brand best and can leave legitimate improvement suggestions. After there is a strong base board, other users can be invited to start upvoting, commenting, or leaving ideas of their own. Real results take time, as feedback isn’t accumulated immediately. 

 

Using Customer Feedback 

Product Improvement 

Being able to identify product improvement areas is one of the best things a company can get out of customer feedback. More often than not, loyal and engaged users have developed an expertise of products and their features, maybe even more than employees. No matter how hard brands try to put themselves in their customer’s shoes, users will still have a different perspective and different ideas that wouldn’t have been thought of. It can save time and resources following user advice. Not only will customers appreciate that they’re being listened to, it can set companies apart from the competition as a business that genuinely cares and implements customers’ valid ideas. 

Prevent Customer Churn 

Negative feedback shouldn’t be swept under the rug or kept silent. This is crucial to improve customer service and experience. Ignoring negative feedback has compounding effects. A customer who has taken the time to contact you about a problem is much more likely to spread that information to others, especially if they were just ignored. Failure and negative feedback is actually an opportunity to foster a stronger and long-term relationship with that customer. Understanding these customers’ problems and ensuring future satisfaction is important. Keeping a consistent two-way conversation open goes a long way, by building trust and showing you care. Responding to negative feedback increases the chances of keeping an existing customer, which is cheaper for companies in the long run, and looks better all around.

Empower Employees

Customer feedback can be used as a driver to motivate employees. If there has been consistent positive feedback about one feature in particular, share that with whoever is responsible and the team as a whole. It’s a good strategy for encouraging healthy competition among staff. Similarly if there is any consistent negative feedback about one specific feature, pass it on to those responsible. They should communicate with the dissatisfied customer directly. It can make employees feel more in charge and encourage them to take ownership of products or features. Sharing interesting feedback can help teams start deeper conversations about products and come up with new improvements and ideas. 

Identify Potential Advocates 

Consistently gathering customer feedback can help quickly identify those that are most satisfied and the most loyal. The next step is to develop those customers into valuable advocates. Get them sufficiently educated and excited about products so they can accurately share and recommend them. Advocates don’t need monetary rewards to be motivated. Give them shout-outs on social media, send them exclusive information, deals, or even hand written notes. New customers often trust other customers more than companies themselves. It’s a good sign if more than just the company is boasting about how great their products are.   

 

Final Thoughts 

Creating a product and marketing it well is only half the job. The feedback economy is growing, companies can take advantage of it by having a lasting commitment to gathering, analyzing, and sharing feedback to anyone that plays a vital role in product and business development. Customer feedback is becoming more and more essential for growth and mastering customer experience. A company that falters in listening to customer feedback is a company that will most likely falter in all other areas. 

 

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The 411 on 1:1 Marketing

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The “one size fits all” mass marketing method has been well on its way out of style. Before it was all about getting out a message to as many people as you possibly could, hoping that at least one of them would become a customer. Over the last few years marketers have discovered that going this route is generally not the most cost effective. They’re now trying to send out more personalized messages to a more specific target market. 

One-to-one marketing, also referred to as relationship marketing, is by no means a new strategy, but has become one of the most popular buzzwords of 2019. It focuses on personalized interactions with each customer, catering to their individual behavior and needs. The challenge faced by marketers now is how to achieve this digitally. While brands are constantly updating their process to be more customizable, it still has yet to be perfected.

Types of One-To-One Marketing

Customization

This gives each customer the ability to customize the product to fit their own taste. The company doesn’t have to learn the preferences of each individual customer. It just has to produce and manufacture each product differently, according to the preferences set by the customer.

An example would be how Nike.com gives consumers the opportunity to customize their own shoes, deciding the colors, material used, etc. Some social media platforms also let users customize their profiles by giving the option to alter their feeds to fit their own preferences and interests. 

Personalization

With personalization the company takes the time to learn the personal preferences of each customer individually. The company then customizes its marketing plan accordingly, catering to the tastes of each individual.

Amazon.com is considered one of the most successful at using this strategy. They collect data on users based on what they have bought or looked at in the past. Amazon then uses that data to recommend new products for them to purchase.

Why it Works

One-to-one marketing takes customer relationship management data, then segments, activates, and measures that data to discover the customers of highest value, while maximizing reach to them. One-to-one marketing generates lift, has the ability for extremely specific segmentation, as well as producing measurable results. You have the ability to substantially increase conversion rates due to the fact that you’re delivering more relevant messages to each audience segment, according to the feedback from those segments. You’re also creating micro-segments, targeting each customer specifically and uniquely.

Getting Closer to One-to-One Personalization

As we said before, this is not a new concept, but taking it and perfectly applying it to the digital marketing world has difficulties. MarketingLand has found 5 steps brands have started integrating into email campaigns, attempting to get closer to reaching one-to-one personalization.

1. Practice Good Data Hygiene

Remove inactive subscribers, duplicate emails, and fake accounts regularly. The quality of your content doesn’t matter if it’s not making it to the right, and legitimate, people.

2. Maintain Good Relationships with ISPs

Brands need to follow the best practices to maintain good relations with internet service providers such as Google, Yahoo, etc. A poor reputation can prevent your brand’s emails from reaching your subscriber’s inboxes. Monitor your reputation by frequently reviewing and adjusting targeting, frequency, and deployment strategies.

3. Use User-Friendly Templates

The development, creation, and deployment of campaigns can take weeks, maybe even longer, if marketers don’t have a streamlined process with the right tools in place. Marketing teams can build responsive, dynamic campaigns without coding, using drag-and-drop functionality. Production time can be cut in half, allowing your team to create more relevant content for more of your audience.

4. Dynamic Content Blocks

These have the ability to cater to each subscriber segment, creating greater efficiencies when changes frequently occur. For example, in retail there is a constant movement of pieces from inventory to offers that have the possibility of changing at a moment’s notice. Building automated pieces of content into template ensures that these last minute changes can be made with no real labor. This reduces production and also allows the design team to focus on other, more important tasks.

5. Have a Robust Trigger Program

This is the easiest way to implement personalization for email programs. The program delivers relevant content in a timely manner with the results being open rates exceeding far above averages promo messages. MarketLand suggests to frequently check subscriber activity, purchase history, browser behavior, preference data, etc. to find additional ways to boost your program. These triggers can provide a jump in revenue with less maintenance in content creation.

Additional Thoughts

All marketers are aware that individualized content is the best way to build awareness and relationships with customers. While it’s easy for smaller companies to personally communicate with each individual customer, there are many barriers when trying to make that happen on a much larger, digital scale. Despite the challenges, marketers are employing a variety of strategies that are allowing them to get much closer to one-to-one personalization. 

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The Top 2019 Digital Marketing Trend: Digital Personalization

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The digital marketing industry which is forever fast-moving has sought to combine data with advertising technology –  2019 may be the year of implementation. Dynamic creative optimization (DCO) is a display ad technology that creates personalized ads based on data about the viewer at the moment of ad serving. DCO is more relevant to the consumer and typically outperform static ad copy frequently by a significant margin. So why is 2019 the year that digital personalization will make the move to large-scale usage, you ask? There are three core reasons signaling this year to be the year that we see personalization technologies integrating rapidly into digital communications and video content.

 

Technological Innovation

In years past, DCO has been a term used to describe testing a variety of versions of ads for performance-based campaigns. According to Marketing Tech, DCO campaigns used techniques such as multivariate testing aiming to establish which combinations of assets perform the best, and optimize the creative towards those results.

There are pros and cons to dynamic creative optimization, and one of its significant shortfalls is requiring a significant amount of data to learn and optimize. This can be rather lengthy and costly to format requiring high skill and expertise.

Today’s leading personalization technologies are highly sophisticated machines; referencing multiple sets of data to identify individual consumer preferences and profiles to serve the optimum combination of creative content to each consumer in real-time. With this new technology and approach that has developed over the past two years, it has opened a variety of new opportunities to run highly personalized campaigns across all marketing channels.

 

Removing Obstacles, Increasing Results

Advertisers can dynamically create a variety of ad groupings in real-time using only a single tag with digital personalization technology. This not only simplifies ad production and trafficking to save time and money for brands of all sizes, but it also allows your advertising team to focus on their specialized areas maximizing your results even further. On average, personalized advertising created and executed in this way sees between 2.5x – 4x uplift in consumer engagement compared to version-based advertising.

 

Video Personalization

Video personalization has arrived! This technology is available to serve the most appropriate content and messaging through a single VAST tag, which removes brand dependence on ad serving technology. Personalization is a key strategy for many brands and companies in 2019, and video content is a key component within the personalization strategy.  Until now, being able to dynamically create and serve video advertising at scale and across all devices had been a challenge, both technically and operationally. With the upgrade in technology, there now exists a huge window of opportunity for advertisers to engage and build relationships with consumers that just weren’t possible in years past.

 

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As digital personalization continues to advances continue to progress, adoption of this digital marketing strategy will help your brand build stronger consumer relationships across digital touchpoints.

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Updates To Amazon’s Advertising Platform

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Amazon has earned their powerhouse title over the years since starting their business in 1997 selling books. With growth of 39% year over year in net sales, a 12x jump in earnings per share (EPS), and over 100m Prime subscribers globally in Q2 2018, it’s impossible to ignore their influence over customers’ journey in the e-commerce space.

This month, Amazon’s team revealed some big changes by reintroducing their advertising brand. Competing with Facebook and Google platforms, Amazon is combining several applications in their advertising suite into the simple brand of Amazon Advertising. What was once Amazon Media Group (AMG), Amazon Marketing Services (AMS), and Amazon Advertising Platform (AAP) will now all become one simplified tool for brands to utilize.

Senior Vice President of Amazon Advertising, Paul Kotas, elaborates more on their new and improved platform:

“We’ve unified our product offerings under the name ‘Amazon Advertising.’ This is another step towards our goal of providing advertising solutions that are simple and intuitive for the hundreds of thousands of advertisers who use our products to help grow their business.”

How Amazon Is Positioning To Be Competitive 

Above all, Amazon has the competitive advantage of knowing that customers are going to their site first for product search and discovery. With Amazon being the most used and trusted tool, it must be thought of as a search engine in itself rather than just an e-commerce site. According to RedDoor, many brands and companies are creating specific marketing teams to manage their positioning on Amazon’s site in addition to agencies creating large scale so brands can establish themselves on Amazon.

Amazon has differentiated themselves in the following areas:

  • Real-Time Optimization: The tool that sets them apart the most from Google and Facebook is real-time optimization. While it may take time to see improvements in your organic search ranking on either of those platforms, Amazon is optimizing your product page in real-time.
  • Direct: Everything in Amazon’s space is within the Amazon ecosystem. A potential buyer never leaves the network with Amazon’s inbound links which is a huge difference in how they advertise versus other competitors like Google and Facebook.
  • Incentive: Amazon makes money on what you sell, where Google is more concerned on click-through rates to any landing page you have. The bias of each platform is very important to keep in mind while reviewing what is performing best.
  • Customer Service: Customer satisfaction is another thing that individualizes Amazon’s advertising space due to the fact that reviews and ratings are crucial to Amazon’s listings.

 

Amazon advertising has grown so much, yet is still young in its development. Amazon’s team will be working to make tools more efficient and effective for all brands, companies, and customers using this platform.

 

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For more information regarding digital marketing expertise, trends and insights, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!

 

Top Automotive Digital Marketing Trends of 2018

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Digital marketing is very fast-paced and is continuously changing. However, if there is an industry that has experienced revolutionary advertising changes, it is the automotive industry. Gone are the days of spending the day at the dealership shopping around; most car shopping is almost entirely digital. In fact, a study by Luth Research revealed 900-plus digital interactions a vehicle shopper had before she made the decision to lease a vehicle.

This is just one example of how your online presence as a car dealership is beyond crucial to your success. Here are the top automotive digital marketing trends of 2018 that you should be on the lookout for.

 

Video and YouTube

One of the top 2017 trends is has continued to rise in popularity. It has officially moved from an up-and-coming trend and is here to stay. Research shows that YouTube is one of the most influential platforms for vehicle shoppers. It is so prominent that 69 percent of people who used YouTube while purchasing a vehicle were influenced – over newspapers and magazines.

According to Rebixit, the top types of videos that car buyers are watching include test drives, specs and features videos, and vehicle interior and exterior walkthroughs. Basically, it goes without saying that video needs to be a part of your marketing mix.

Also, no one is watching on his or her laptops. Expect to see users watching videos on all social media platforms, and make sure your video ads are mobile-friendly.

 

 

Local Search

“Car dealerships near me.”

This is an example of a long-tail keyword phrase that you will want to rank for on a search engine. High ranking on search engines is very powerful for any brick-and-mortar business who obtain a majority of their profit from local customers. 43 percent of all searches from Google come with local intent.

The best part about that? Local searches lead to far more purchase conversions than a non-local query on a search engine. 78 percent of local-mobile searches will lead to an offline purchase, commonly within a few hours.

Just to put those percentages into perspective, there have been over 4 billion searches on Google today. This indicates over 1 billion people have had local intent included in the overall query. Local search is something you definitely must pay attention to in the automotive industry.

 

Micro-Moments

Much like Luther study mentioned above reveals, micro-moments before the sale are HUGE, especially for dealerships. Remember that though customers come to the store to buy, they research for dozens of hours online before the purchase. Reaching out to shoppers during their buying journey is critical to success in a sale conversion. If you do this well, your company will be head and shoulders over other dealerships in your area.

Investing in paid search and having an engaging customer-friendly site are two things you can focus on to make sure potential buyers are finding answers to their questions efficiently.

 

Mobile Domination

We highly encourage you to design your site to make it as easy as possible for the user, specifically from a mobile perspective. Smartphones haven’t only become a significant component of the buying journey; they are dominating it.

In a detailed study of a customer’s purchasing journey, they found that 71% of the digital interactions occurred on mobile. This includes Google, YouTube, manufacturer websites, and review websites.

 

However, having only a mobile-friendly website won’t be enough to secure a mobile-first user as a customer. Opportunities presented through video, engaging social media content, local search, and mobile apps will help you to see many more customers coming into your store ready to buy.

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Brand Ambassador Marketing Strategy: Is It Worth It?

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The way a company chooses to market itself can play a huge role in their success or downfall. One valuable aspect of marketing is the brand; it is so important that most large companies have entire departments dedicated to branding. With the growth of social media over recent years, brand ambassadors are at the forefront of digital marketing strategies within thousands of companies.

 

What is a brand ambassador?

A fairly self explanatory term, but by definition it is someone who represents your brand, product, service or event. Typically when we think of brand ambassadors we envision celebrities who are paid to support a brand. This is still a very popular form of influencer marketing, but a brand ambassador doesn’t have to be a celebrity. It is transforming into customers and even employees taking on roles of brand ambassadors.

Lonely Brand shares an updated version of what brand ambassador marketing has transformed into in recent years:

“In 2017 brand ambassador marketing has become, at it’s core, the employment of people with specific influence or expertise to create and participate in your brand marketing strategy, usually leveraging their own popularity on social media platforms to drive value.”

 

Where to start?

A great place to start is with the employees at your company. When you have a product, service, and brand that everyone loves, employees will be more excited to promote your company organically and get involved. A Nielsen study shows that 84 percent of people trust recommendations from friends, family, colleagues over other forms of marketing.

In addition to this, employees’ social followers are seven times more likely to convert on company content than other types of leads are.

Advertisements pose a great challenge in attempting to get people to convert, where brand ambassadors have much more trust and a larger reach across social media channels.

 

Is it worth it?

Implementing brand ambassadors in your marketing strategy is becoming more crucial in marketing strategies. Social media is growing more every day, and it is imperative your employees and customers are driving the online conversations about your brand in a positive direction.

For more information regarding digital marketing expertise, trends and insights, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!

 

 

Facebook Ads Now Available In Marketplace

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The Facebook platform has been revolutionary in terms of advertising in recent years, and it’s about to get even better: Facebook ads in Marketplace. If you have yet to be introduced to the Facebook Marketplace, it is an excellent place to buy and sell items listed from people in your local community. You can sell essentially anything from clothes to furniture, even vehicles and real estate. Facebook has now begun allowing businesses to advertise in Marketplace for the first time since that platform was created in 2016.

These ads will appear alongside all posts from people selling in your community, and these ads are able to run anywhere else on the Facebook platform. Facebook has been running tests for these ads, and the results have shown an increase in return on ad spend.. over double the return!

 

Facebook shares some of the benefits of being able to run ads in Marketplace:

“Advertising across our platforms enables you to reach your target audience wherever they’re spending time, giving you more opportunities to connect with people likely to be interested in your offerings.”

 

Facebook also gives a couple of helpful tips with things you should know about Marketplace ads:

  • Ads in Marketplace will also show in News Feed. It isn’t currently possible for an ad to show only in Marketplace.
  • You can also track conversions using a Facebook pixel with your ad.
  • And, of course, all ads must comply with the Facebook advertising policies.

 

Currently, the only audiences that can be targeted with Facebook ads in Marketplace are the US and Canada, and over the next few weeks you will also be able to target Australia and New Zealand audiences.

 

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5 Intriguing Digital Marketing Stats So Far in January

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Although only a little over 2 weeks have passed by in January, 2018 has been an interesting year so far in the digital marketing world with some surprising statistics. Some of the stats listed are from Christopher Heine in his Adweek article that caught our attention.

1. Branded Content Booming on Facebook
Many marketers and organizations have the mindset that spending ad dollar on Facebook is the only way to receive a large amount of impressions, clicks, shares, etc. According to a study from an article in Marketing Land,  they found that branded content posts on Facebook rack up twice as many earned media impressions as paid advertising impressions. “833 branded content posts received 617,986 paid impressions compared to more than 1.2 million earned impressions.”

2. Breakdown of Social Media Users
The number of overall social media users has continued to increase so far in January. According to the Pew Research Center, they found that around “69 percent of U.S. adults are now social media users.” Another interesting statistic they found was that “86 percent of 18 to 29 year olds are the demographic that patronize Facebook, Instagram, Twitter, Snapchat, Pinterest, and other social platforms.” Ultimately, social media continues to attract new individuals and it will be important to keep an eye out on the age demographics of users.

3. App Install Ads
So far in the month of January it appears as if app install advertisements have been a success. Apple claims that “50 percent of consumers who click on ads they see in the App Store download the app.” This is good news for corporations like Facebook, Twitter, and others as the Adweek article touches on how the “app install space has driven revenues for these organizations.” It will be very interesting to see how Google will respond to Apple’s recent app install successes with their Google Play Store.

4. Continued Growth of Global Advertising
There are always a large number of U.S. organizations that are looking to expand their advertising presence internationally. The article mentions how “events such as the Olympics, European Football Championship and the presidential election propelled global ad revenue to $532 billion in 2016.” The interesting part is that global digital ads “totaled around $160 billion or 30% of worldwide ad revenue.” Based off these numbers, expect to see a larger presence of international digital marketing in the future.

5. New Years Live Viewing
It appears that more people are starting to watch the Times Square ball drop on their smartphones then their televisions. Facebook found that “more than 10 million people used Facebook Live on New Year’s Eve , which is up 47 percent from 2016.” This meant that Facebook had ten times the number of viewers as CNN, as the annual countdown only totaled “1.7 million viewers in prime time.” Moreover, this shows how live viewing has major implications on the future of the television industry as pulling up a live stream on a smart phone is a much more convenient approach than turning on the T.V.

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For more information regarding digital marketing expertise, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!

4 Digital Marketing Trends to Pay Attention to in 2018

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The scope of the digital marketing industry is constantly changing, so being able to adapt to these changing trends is a must. So far in 2017 we have seen new technologies like the IPhone X, Google Home, and other innovative products that continue to change the dynamic of marketing. Listed below are some digital marketing trends that organizations need to watch out for as we approach 2018.

1. Voice Optimization
With technologies like Siri, Google Home, and the Amazon Echo becoming popular, marketers must understand the importance of optimizing content for voice search queries. According to Google, “in 2016 more than 20 percent of online searches were conducted through voice search. And by 2020 that number is expected to increase to 50 percent.” Therefore, with an increasing number of voice searches, optimizing for longer keyword phrases and “conversational language” is an SEO strategy that should be implemented moving forward.

2. Instagram’s Value Increasing
The continued growth of Instagram is a trend that all marketers should be paying attention to. This year Instagram announced that “about 800 million users are active on the platform each month.” They also noted that their updated story feature is now “more popular than Snapchat.” Because of their focus on images/videos and appeal to younger generations, it’s no surprise that this platform continues to gain popularity. Some marketers like Deep Patel even believe that Instagram is “poised to become the go-to channel for brands interested in social media marketing.”

3. Twitter on the Decline
Contrary to Instagram’s continued growth, Twitter is a social media platform that has seen a decline in activity so far in 2017. It appears as if Twitter has put little effort towards their advertising platform compared to their wants of acquiring more users. Moreover, advertisers have allocated more time and money to other social media platforms like Facebook, Instagram, and Snapchat as a result. In the end, this trend of decline is expected to continue for Twitter and according to Patel, Twitter is “dying a quiet death.”

4. Artificial Intelligence (AI) and Messaging
Although artificial intelligence (AI) exists today, it’s future implications on digital marketing can’t be ignored. According to the Entrepreneur article, Deep Patel mentions how “artificial intelligence is taking over website messaging.” More and more businesses are now utilizing AI live chat programs to communicate with their consumers. Essentially, as artificial intelligence (AI) continues to evolve with messaging platforms, marketers must be able to adapt and learn how to most effectively communicate with consumers online.

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5 Fascinating Digital Marketing Stats So Far in 2017

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2017 has been an interesting year so far in the digital marketing world, with some surprising stats and trends. Some of the stats listed are from Christopher Heine’s article in Adweek that caught our attention.

1. Yelp ahead of Snapchat in Ad Revenue:
According to eMarketer, “Yelp will make close to $720 million this year in digital ad sales in the U.S. compared to Snapchat’s $640 million.” This statistic was surprising at first considering the social media giant that Snapchat has become in recent years. Not to say $640 million a year in ad revenue is a bad thing, but it will be interesting to see if Snapchat makes any adjustments for advertisers before the end of the year.

2. Google and Facebook Dominate:
This one didn’t come as much of a surprise compared to the other stats listed. eMarketer also projected that “63% of all digital ad sales by the end of the year will come from Google and Facebook. In numbers that is equivalent to $35 billion for Google and $17.4 billion for Facebook.” This shows the dominance of Google and Facebook in the advertising world and we would expect this trend to continue if companies are experiencing positive returns on investments.

3. Pinterest Making Improvements:
Pinterest has been making some massive improvements as of late regarding their advertising options. According to Heine’s article, “Pinterest advertisers now have access to 5,000 interest categories that will roll out in the next couple of weeks.” With this upgrade from Pinterest, engagement rates are expected to increase by a significant amount and cost-per-clicks are projected to decrease.

4. Uber Lawsuit:
It’s been recently reported that Uber is pursuing a lawsuit against a mobile advertising company called Fetch Media. Heine’s article states that “Uber is suing Fetch Media for at least $40 million accusing the company of improper billing for fraudulent ads falsely taking credit for app downloads.” We’ll see how the lawsuit plays out, but this is significant because it could potentially ruin the reputations of other mobile ad companies.

5. Trouble Tracking Ad Spend:
Digital marketers losing track of ad spend may come off as a surprise, but an article from Marketing Week found this to be evident. Apparently “only 36% of digital marketers are confident that their campaigns are targeting the appropriate audiences.” They also found that “nearly a quarter of digital marketers don’t consistently track their campaigns whatsoever.” These two statistics really jumped out to us because monitoring digital marketing campaigns is essential to making sure ad dollar is used efficiently.

Contact Us:
For more information regarding digital marketing expertise, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!