Digital Marketing In 2014 And Beyond

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Written by where can i buy finasteride tablets Jeff Kosofsky

What happened to the good old days of display banner marketing? The days when the model of identifying consumer needs, offering a superior proposition value and simply getting the message across worked? The short answer, those days have been replaced by a new day of analytical, trend driven analysis. Analytics are only as good as the trends they can predict; in effect, those who succeed most easily in any given field are the ones who contribute and exploit certain elements of the identity of a given trend. Additionally, consumers in today’s market understand this better than any other moment in history, and in turn, consumers are making informed and educated decisions about competing alternatives. This increase in awareness is fostering a shift in the economics of marketing, specifically with regard to reaching the informed market as effectively as possible. Ian Schafer and the Deep Focus team have taken their framework for predicting consumer behavior, especially in Digital Marketing space, and boldly predicted where the Digital Market is headed in the near future. Therein lies their argument; the future rests on the implementation and communication of a “big idea” to consumers, in content that is as smart and rich as one can create and in context dominated by the evolving mobile phone market.

First, let’s agree that the essence of marketing in today’s world is rooted in post-display content just as much as the traditional banner display. Yet, we are living in a time with more wealth per capita than ever before, where spending millions of dollars on thirty-second Super Bowl advertisements is a corporate ideal. As a result, we must ask ourselves what the common thread is between the lingering traditional format and the newly idealized marketing themes in trying to identify the indispensable element of marketing that comes along with it. The obvious connection is volume, since you get your money’s worth from that Super Bowl Ad because of the sheer audience size; but do you really? Deep Focus points out that annual spending on mobile display Ads grew 132% last year, and is projected to grow by 59% this coming year, clearly suggesting that the volume is out there in different mediums. The opportunity to deliver content is present, and the effort of one and done display Ads is necessary but not sufficient.  Beneath the “volume” argument lies the foundational link of marketing to the next generation of intelligent consumers- smart, well-crafted and rich social content. Deep Focus refers to this notion of generating stimulating, yet deep social campaigns as the “big idea.”

The question is how big is big? Upwards of 77% of Americans reported they use the Internet on their mobile device at least once a month. That means nearly 250 million people use the mobile medium, more people than the entire country of Brazil. The key, then, is developing a smart enough social campaign that conveys a deeply encoded message about your company and its efforts. Real-Time Marketing is the exact advanced framework that allows for the interconnection through a “big idea”, and every company should understand how RTM can truly enrich branded content and establish a presence in the social media world. The palpable mistake companies make with RTM is in overlooking the content they are feeding by focusing on reach or clicks as a means of revenue. While a company must track clicks or hits to determine revenue, these numbers are not sufficient in determining if the branded content captures and inspires the target market.

Content is King, indeed, but Deep Focus has reminded us that a king without his crown is merely a human in the flesh. Context is the essential garden in which powerful content comes to flourish and grow. The notion is two-fold in marketing; the first being the fundamental understanding of the context within which the psychological perspective of the consumer is perceived, and the second being the context of user experience and intelligent design. First, the mobile user does not have the same agenda as the average telecommunications user in the sense that they are task-oriented. Mobile users yearn to have their experience be facilitated if possible, but not in an interrupting fashion. Deep Focus predicts a huge potential for marketing in the area of mobile display ads, claiming that whomever figures out how to smooth the process of achieving the task, as opposed to disrupting it will be the pioneer of the industry. Second, the only way to genuinely attract those users is with an intelligent design in line with the context of the campaign. Deep Focus articulates the use of information to construct a highly detailed, yet simple-looking interface that does not neglect individual experience. The combination of a perceptive user platform that enhances the task of the consumer is like the PB&J for Digital Marketing in the mobile world, don’t get it confused!

A few other points that deserve mention: productive analytics, geo-fencing and wearable technology. As mentioned in the beginning of this piece, analytics are an essential building block in order to determine trends. The establishment and recognition of trends are key components in how businesses flourish, and in turn more businesses need increasingly simpler ways to crunch the numbers and evaluate these trends in their given market. Deep Focus reported that 34% of marketing executives and upwards of 42% of North American retail executives denote productive analytics as a top technology and key tool for delivering content. Enhancing the customer experience is the goal, which is the idea behind wearable technology. The prediction is that until technology enhances the user shopping experience, looking futuristic will not be widely received. As for geo-fencing, the widespread use for marketers and retailers, alike, is only growing in time. The ability to communicate with users based on their physical location is a revolutionary idea, and while cost models and revenue streams are still being cracked, there is a substantial ROI for companies using the technology.

Time is of the essence, and every business owner and marketer knows that no matter how well things are running or how many projects and clients are in operation, there is always room for more research and better opportunities. Specifically, the growing mobile display domain and several technologies surrounding the marketplace are where these businesses energy should be focused. Of course, understanding the user on a fundamental level and implementing smart and rich content is vital to their success, but measuring success by marginalizing revenue from each click will be a paralyzing endeavor. I will leave you with the startling numbers of multitasking among Americans to prove the importance of a “big idea” versus throwing money at countless displays. Deep Focus reported that 73% of US Internet users multitasked with mobile devices while watching TV. Efforts and energy must be used to capture the user in a deep-rooted and profound way, otherwise the average consumer who is flipping between technological mediums is not going to take a second to think about your brand. The clearly articulated “big idea” pushed among users via smart social campaigns is the backbone of reaching the customer- which technology to use is up to you!

For the full report from Deep Focus, click here

Alex is a Content & Community Manager at [L]earned Media. Prior to joining, Alex worked in Account Management at JWT, with brands such as Tylenol, Zyrtec, Benadryl, Sudafed, Symbicort and Onglyza. Alex graduated from the University of Wisconsin-Madison with a degree in Journalism.

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