2016 Advertising

 

Advertising is always a must for all businesses who expect to enjoy stable growth. Advertising budgets are stretched to include the newest trends in product and service promotions. There are several advertising trends you should know in 2016.

 

Advertising Trends You Should Know in 2016


To stay ahead of competitors, there are several major changes impacting how businesses should advertise in 2016. These include:

  • An uptick in the trend toward digital marketing
  • Greater reliance on mobile advertising
  • Increase in the use of social media platforms

 

The Uptick in Digital Marketing


 

In 2016, Businesses will find digital marketing to be an unavoidable necessity. Digital marketing is basically electronically transmitted advertising, usually over the internet or through cloud computing. Some examples of digital marketing venues include closed captioning service and email marketing. Since 2014, digital marketing has enjoyed an 80% uptick in use of digital marketing in advertising and promotions. By the year 2020, it is expected that businesses will spend a total of $95 billion on digital marketing. This is a trend that should be highlighted by businesses and included in advertising budgets. Digital marketing will continue to advance in technology that may increase advertising costs in the future. Savvy business owners should invest in digital marketing in 2016 to protect their business image as a continuously evolving enterprise.

 

Greater Reliance on Mobile Advertising


 

Since the advent of mobile devices, businesses realized they needed to dedicate a portion of their advertising plan to a mobile target market. The convenience and faster response time attributed to mobile advertising is an advertising trend businesses should be fully aware of. Craft an advertising strategy that will dedicate at least one-third of the advertising budget to mobile advertising. This may require intensive study to define the specific mobile target markets and how to implement product and/or service advertising into the most advantageous mobile media sources. Trends in 2016 point greater reliance on mobile advertising for optimal visibility and target market saturation. With the use of mobile software applications that allow scanning of codes into mobile devices, businesses should be prepared to provide adequate response software applications for more effective, efficient order processing and sales inquiries.

 

Increase in the Use of Social Media Platforms


 

Social media isn’t just for socializing anymore. Businesses owners have already seen the impact of social media on advertising. For example, people are spending a ratio of 1:6 minutes of their time on social media like Facebook, LinkedIn, Pinterest and YouTube. Consider the possibilities of the use of these platforms for advertising. At present, the cost to advertise on social media platforms is well worth the vastness of the exposure businesses receive for their advertising investment. Choose several types of social media platform to accommodate more creative advertising strategies. For example, use a social media platform heavily comprised of video and graphics to provide step-by-step instructions for the use of business products. To create a customer network, choose a social media platform that allows businesses to become members of social media groups.

 

 

To recap the advertising trends you should know in 2016, consider the various options available in order of significance to your particular business. Study the costs involved in advancing advertising to meet 2016 trends and adjust business budgets to accommodate these trends. Adding new advertising trends should focus on greater business branding, visibility, specificity of the target market and customer orientation. The best technique for most businesses is to refresh their existing advertising strategies by staying current with the newest trends in a seamlessly refined advertising and promotion plan. Be aware of the impact on how these trends will be utilized by your sales and marketing staff.

Call to Action

 

Do you want your customers to do something for you? Do you want your clients to reach your goals? Then you have to tell it to them in a specific and effective way – through a Call-to-Action.

 

A Call-to-Action is that little incentive you see on websites or in emails and that tells you to take action.

 

Here are some examples: Sign up now! Call us today! See our video! Leave us a comment!

 

When talking about Call-to-Action you already know that you have to pay attention to many things like visibility, color, size, font and phrase.

 

Call to Action

 

In this article we will talk about the last element we’ve mentioned in the list above: phrase. We will tell you how you can build powerful CTA phrases that will help you increase your conversion rate.

 

So, let’s get started!

 

Mention urgency


 

First of all, I’m sure you want your customers to act right here and right now. So you have to tell this to your clients – show them that this is the perfect moment to take action. A time limitation makes your calls to action a bit stronger because it adds a sense of urgency.

 

The most common word that people use to express urgency is “now”: Buy now! Subscribe now! Donate now! The urgency can be expressed in other ways, too: Order Today! Visit us this week! Call us within the next 2 hours! – Yes, you have many options, but the best formula is the one that fits your offer.

 

call to action 2

 

Use actionable language


 

This means that you need to use some strong words that can encourage your customers to take action: Download, Add, Subscribe, Donate, Read, Register, Change, Fight, Explore, Fight and so one. The verbs you use in your call to action phrases depend on what you want your customers to do and then to tell it straight.

 

Writing a call to action is more effective when the audience is only required to complete one task. Multiple phrases asking the audience to perform various tasks can be confusing and the public may lose interest when they think there is a lot of work involved.

 

call to action 3

 

Keep it short and clear


 

When you write a Call-to-action you have to keep it short and concise because you don’t have a lot of space. You need to go straight to the point. Tell them exactly what you want in as fewer words as you can. Linked to this tip is the simplicity one – make sure you have only one Call-to-Action and that you focus your efforts on it. Think about your main goal and work for it.

 

call to action 4

 

Now that you have these tips we’re sure you better understand how powerful Call-to-Action work and will be easier for you to create them for now on. Remember that the only secret formula is practice. In time, your call to actions ideas will become more effective.

 

Please don’t forget that if you want a good Call-to-Action you have to consider visibility, color, fond and size, too.

 

Take your time and test different phrases to see which one encourages your audience reach your goals.

 

What kind of Call-to-Action do you use now? Do you follow these tips when you create them?

 

About Rares Banescu

Rares Banescu is the CEO and founder of Retargeting.biz, a company which provides a marketing automation software for online businesses that reduces bounce rate and cart abandonment rate and increases conversions. We have more than 100 satisfied customers in Romania and around the world.

Google +: https://plus.google.com/u/0/107893068823835809987/posts

Sources:

http://www.printwand.com/blog/14-tips-for-writing-the-best-call-to-action-with-examples

http://www.evancarmichael.com/Marketing/5112/50-Powerful-Call-to-Action-Phrases.html

http://wiredimpact.com/blog/nonprofit-call-to-action-phrases/

Photos:

http://www.webdesigndev.com/amazing-call-to-action-buttons/

http://writtent.com/blog/7-effective-call-to-action-examples-and-why-they-work/

https://seo-hacker.com/call-action-content-marketing/

Older Generation Marketing

 

Gen Xers, Yers and millennials currently make up the largest proportion of those working in the digital space, simply due to the fact that they grew up with the internet. But as a result of this, older generations are frequently ignored or discounted when advertising online.

Common misconceptions include thinking all old people are digitally challenged – in fact, in the U.S., 57 per cent of 65+s now use the internet (according to Statista). Other young marketers assume seniors never shop online – in reality, one in four mobile shoppers is now over the age of 55. Finally, there is a misguided assumption that the 50+ market is too set in its ways when it comes to new products – in actuality they are less brand loyal than millennials, since they grew up being advertised to.

The grey market therefore represents a huge and lucrative group: baby boomers in particular are 80 million strong in the U.S. and hold 70 percent of the nation’s disposable income. How can you reach this powerful segment via the online world? Read on to find out.

 

Educate Your Audience Using Content Marketing


 

Older people are willing to try new products, however, they first want the brand to build their trust: educating consumers via content marketing is an effective way to do this. Seniors tend to research more extensively than younger consumers, due to the fact they often have more time on their hands, so you will want to make your content as informative and engaging as possible.

Internet banking, for example, appeals to older audiences, but many are concerned about being scammed. A great way for a bank to reassure these people would be to offer downloadable guides that teach customers the benefits of online banking, as well as how to set up an account and keep it secure.

Travel booking is another popular online activity for older generations looking for cruises or other types of leisure travel. Online booking companies would do well to create compelling content that helps older people craft their dream trip using digital tools.

 

Make The Phone Call Central to Your Online Strategy


 

Just like younger generations, seniors view the internet as a highly convenient way to shop. However, what puts many people off this activity is the lack of human interaction.

As Bhavesh Vaghela of ResponseTap explains, “the senior market cares about personalities – 36 per cent of those aged over 55 use the internet for research but prefer to talk to someone on the phone before they buy. Almost 60 per cent of those aged over 55 are more likely to return to a store or brand after speaking with them on the phone. It is therefore crucial that your senior potential customers feel that they had a good experience.”

The solution for marketers is to first of all have a toll-free number clearly visible on each page of your website. In addition, call extensions should be added to all search and display ads for mobile and desktop, with a phone-based call-to-action – you may even want to experiment with call-only mobile ads.

 

Don’t Overlook Mobile Channels


 

Although younger digital natives currently have a more positive attitude than older, less educated consumers with respect to mobile entertainment, in the UK, mobile internet usage between 2012-24 showed the fastest growth among those aged 55+.

As older generations become more comfortable with mobile devices, digital marketers need to be thinking about provide great mobile experiences. Over-70s are in fact leading the way when it comes to consuming YouTube videos via tablet and web-enabled TVs. Eight per cent claim to use an interactive TVs to access online videos, compared to just two per cent of 30-49 year olds.

You can create some truly engaging experiences with interactive TVs, which essentially beam the internet onto a giant screen on the wall, with smartphones and tablets acting as the remote. Perhaps build a few responsive rich media ads that work on much larger screens.

 

Author bio:

Luke is digital marketing executive at AccuraCast – a London-based search agency – who writes extensively about CX and trends in the search marketing industry.

Advertising Remarketing Tips

 

Retargeting lets advertisers target users based on previous actions. In most cases, users are targeted after visiting a website, but not converting into a lead or a sale. RTBs and retargeting have become closely linked, with many RTBs allowing advertisers to use retargeting for their campaigns.

 

What is Retargeting?


 

Remarketing

 

Retargeting is a marketing tactic that allows advertisers to track and serve ads to people who have already visited their site. As these users have shown an interest in the advertiser’s product or service, retargeting is often a cost effective way to re-engage the vast majority of visitors who don’t convert on the first visit.

It is estimated that retargeted users are up to 60% more likely to complete an action than other forms of traffic. This makes it a relatively easy way for online advertisers to increase sales and reduce wasted ad spend.

 

How Does It Work?


 

Retargeting is based on cookies. When a user visits the advertiser’s site, a cookie is dropped via a small piece of code added to the web page. The user is never identified personally – retargeting is an anonymous technology based on actions.

At a later date, users with this cookie on their system can be targeted with ads. Instead of choosing placements or demographics, retargeting allows advertisers to serve ads directly to users who have shown an interest in their product, wherever they are on the web.

MarketingLand.com describes retargeting as an “essential tactic in a digital marketer’s arsenal.” This is because if a website has a 2% conversion rate (a common industry standard), that means 98% of users are leaving, often never to be seen again.

Some of these users have no interest in the product, but others may have been distracted, were not ready to make a buying decision or wanted to search for other products as comparisons. Retargeting is a relatively inexpensive way to get some of these users back into an advertiser’s sales funnel.

There are several other forms of retargeting aside from site-based. It is possible for advertisers to retarget users who open their emails, search for specific related keywords or who are on a mailing list.

 

What Does Retargeting Have To Do With RTB?


 

While retargeting is a digital marketing tactic, RTB is used to serve ads. The benefit to using retargeting with an RTB platform is that users can be targeted on thousands of different placements from a variety of publishers. This provides a high chance of being able to serve a retargeted ad. If an advertiser has placed a retargeting pixel on their website, an RTB can then use this anonymous data to serve ads to users.

While retargeting is an effective way of reaching previous visitors, this is just one option for defining a target audience in an RTB. Aside from retargeting, advertisers using an RTB platform can often target users by placement, demographic and device. Effective ad campaigns often use multiple forms of targeting to find the most profitable market segments.

Online Advertising 2015

 

When it comes to Internet marketing things change, that’s part of the game. What is great one day might not be so great the next. Online advertising is in the same boat. Things change and evolve with the behaviors of consumers. Paid online advertising has certainly gone through their share of ups and downs.

 

Below is an infographic from the folks at ViralGains.

 

Here is a breakdown of some of the key areas you can see more emphasis on in 2015.

  • Continued decline of traditional media
  • Rise of mobile video
  • Micro-targeting
  • Programmatic spending
  • Facebook atlas

Print

Facebook Advertising Tips

 

Most people want to market themselves on Facebook they are just not exactly sure how they should be doing it. Advertising budgets can go pretty quickly these days so how you spend it can be very important.

 

6 experts discuss how you should spend your first $200 in this interesting infographic from the folks at AgoraPulse.

 

Experts include:

Facebook Advertising

2015 Marketing Predictions

 

With the New Year just around the corner, you might have already started making an initial plan that outlines how you’ll spend your marketing pennies in 2015. Whatever you do, don’t assume that what you did in 2014 will be still relevant in 2015. Online marketing and social media are fast-paced when it comes to evolving. With 92% of marketers saying that their social media efforts generate more exposure for their business, you simply cannot afford to get it wrong!

 

So if you are in it to win it, pay attention to the following 4 BIG social media predictions for 2015 and how to make them work for your small business.

 

#1 Visual content


 

Pinterest Brandignity

 

You may have gone away with text-rich content in 2014 but 2015 will be about the visual content. The shift towards visual content has already begun, Facebook for instance, continues to modify its News Feed to include larger and more prominently displayed images and videos; Pinterest is now the fourth most popular social networking site; Twitter now pulls pictures and videos right into its timeline and Google+ is essentially the go to platform for sharing images with its many image processing features. Think infographics, videos, high quality images and pleasing to the eye content.

 

Video example:

 

High quality, attractive and memorable content will be a sure fire way to cut through the clutter and capture your audience’s attention. In addition, if you want one of your campaigns to go viral, you will definitely need visuals.  So next time you think about your content with regards to social media, show, don’t tell.

 

#2 Automation


 

Rumors are that marketing automation adoption will increase 50% in 2015 so it may be about time to jump on the bandwagon and start your automation campaign. Does that tie with social media, I hear you ask. Yes, yes it does.

 

You can begin your on boarding process by attaching a sign up form to your social media feeds and asking people to sign up for your emails and newsletters. Social media will be all about engagement in the coming year and I think you will be (pleasantly) surprised how many of your followers would want to hear from you via email.

 

#3 Mobile


 

Marketing has changed dramatically in the last year. Customers now have more control and autonomy, they jump from a mobile phone to a tablet multiple times, use social network to educate themselves and they want to learn for information in their own time. You must look to close the marketing loop by being everywhere (more than one social platform) but also to provide content that is mobile friendly. Everything you post on social media will at some point pass through the mobile filter, so make sure you live up to that.

 

As mobile gains more and more prevalence it will become increasingly important to cater for users who may be looking at your content on a smaller screen.

 

#4 Paid advertising


 

Paid advertising is what will drive results in 2015. It is a necessity rather than a luxury. In fact, paid ads on Facebook are so popular that some people predict the price for an add will increase 4 to 5 times in the coming years.

 

Some great areas for paid advertising:

 

One great thing about paid advertising is the degree of targeting you can employ. By getting laser focused with your targeting you will be able to drive great results, without a doubt.

 

Now you have all the information you need to start prepping your social and digital media strategies for the new 2015. Enjoy!

Online Advertising Strategy

 

What’s the best way to create an ideal advertising strategy for 2015? By starting to think right now about how to implement a good online marketing plan for next year, you can reap the benefits of even greater success while staying one step ahead of the competition.

 

Here are the best ways to incorporate your 2015 advertising strategy and enjoy unprecedented success in your business:

 

Facebook Re-Marketing


 

If you do any kind of marketing on social media and still aren’t tapping into Facebook advertising, you’re truly missing an excellent opportunity to increase your bottom line. Not only does this marketing approach yield a high ROI, it helps you expose your brand, which leads to greater conversion rates, a flexible budget, and a more successful strategy overall.

 

Reach Out with Twitter


 

There seems to be a great deal of confusion when it comes to the advertisement aspect on various social media platforms that businesses are forced to participate in. Thankfully, Twitter is the ideal platform for growing your audience organically. Look for key hashtags relative to your industry and connect to other users naturally. Use Twitter’s platform to compliment someone about a great blog post they published.

 

Get on Instagram


 

If you haven’t already launched an Instagram account regarding your business, you need to get started. Instagram is growing every day with more than 200 million people actively using it each month. Want exposure? Get on Instagram.

 

Digital PR


 

If you connect with a variety of media-based websites and present them with a good pitch, they may decide to write an interesting article or blog about your business. Remember, the more everybody talks about your brand, the more exposure you will enjoy next year.

 

Email Marketing


 

How many emails do you send your subscribers each month? If you’re in business and do email marketing, you should ideally send out at least two email blasts a month. Many businesses today send out multiple email blasts each and every day. If you have something interesting to say about your business, let your followers in on it through email transmission.

 

Contribute Content


 

Do you want your quality content to be viewed by hundreds of people and gain even more exposure for your business? Start writing and submitting rich content to other relative blogs in your industry.

 

YouTube Videos


 

Not everyone is aware that YouTube is owned by Google. What does this mean? By incorporating helpful videos into your marketing strategy, you’ll automatically start to get gain more exposure in the search engines due to the videos that you upload from YouTube.

 

No one expects you to employ every one of these suggested marketing strategies. Some of them have been around for years, while some are relatively new. However, whatever works is what you should use – and these work.

 

Example:

 

Author:

Bonnie Mahan is the owner of Skyvertising.com, a leader in aerial banners.

Google AdWords Alternatives

 

Numerous website and business owners want to gain as much exposure as possible online. However, the often prohibitive cost of PPC advertising when done with Google AdWords usually prevents them from being able to advertise as much as they would like to. There are in fact a few alternatives that can be used, which are just as effective – both cost- and exposure-wise.

1. Facebook Advertising


 

Facebook Advertising

Image Source: Facebook

 

Although Google AdWords enables you to set up adverts by choosing your target markets according to things like age, gender and various interest categories, it is not yet able to match the results that users of Facebook Marketing are obtaining. This advert platform also continues to offer its clients a vast array of new and exciting methods to test and experiment with when compiling Facebook advertisement campaigns. This enables you to determine what type of adverts will be the most effective option for your particular business.

 

2. Sponsored Tweets


 

Promoted Tweets

 

Image Source: Twitter

 

This is a Twitter-based advertising platform which helps to connect sponsors with appropriate twitter users on a pay-per-tweet basis. Advertisers have the ability to choose their pay-per-click partners according to various categories, geographical location, follower numbers and much more. Each of the links that are tweeted has a link that not only tracks the message that it has been sent out with; it also enables the tweet and information from it to be integrated seamlessly with a Google Analytics account to determine whether the advert has been cost-effective or not.

 

3. LinkedIn Direct Adverts


 

LinkedIn Advertising

Image Source: LinkedIn

 

This alternative to AdWords PPC advertising enables you to target specific demographics of users according to criteria that can be easily specified before placing the advert. However, it is important to remember that LinkedIn Advertising is one of the more expensive options, with clicks starting off from a minimum amount of $2 each. As a result, it is highly recommended that if you decide to us this particular platform as an AdWords alternative, you should spend a fair bit of time analyzing LinkedIn’s core demographic structure. It is also recommended that you invest in a third-party bid measurement program to help you keep track of whether your ROI in relation to the high prices will be worthwhile.

 

4. Yahoo! Bing Ad Network


 

Bing Advertising

 

Image Source: Bing/Yahoo

 

Currently, the Bing Advertising network accounts for as much as 30% of the online search engine usage in the US alone. This makes it a rather lucrative option when looking for PPC advertising alternatives and another advantage of it is that it is connected to major syndicated partner sites such as The Wall Street Journal Digital Network, Facebook and Amazon. Prices of Bing adverts are a lot lower than their AdWords alternatives and while traffic figures may be a little lower, the quality of the sources they come from appear to be substantially better.

 

5. StumbleUpon Paid Discovery


 

Stumbleupon Ads

Image Source: Stumbleupon

 

This platform allows advertisers to share their URL’s and choose their ideal targeted audience and from here, your website will then be recommended to users. The only time you will pay for advertising on this network is when you receive a unique visitor to your site via StumbleUpon, which makes it quite a lucrative option for advertisers on a tight budget. Rates start from as low as $0.10 per stumble and the site guarantees targeted visitors directly to your website without using any form of click-through methods.

If you have been hesitant to try PPC advertising because of its prohibitively high costs, it may be worth your while to consider giving the above mentioned platforms a try instead of just relying on Google AdWords. You may find that you have a far better ROI than ever.

Online Advertising

Just a decade ago, web designing was limited to creating simple static pages which were uploaded through FTP servers. They were not very interactive and people hardly bothered to care about how it looked or felt. However, Internet has evolved so quickly that it is not longer static in any manner. It has turned into a dynamic and vibrant space where each website tries to outpace the other in its aesthetics, functionality and importance.

Web designing has increasingly changed the way people advertise online

Certainly, web designing has changed a lot over these years. Web designing has also had its impact felt on a number of industries. One of those is online advertising. Web designing has had a tremendous impact on online advertising ever since people have begun to shop more online. Moreover, eCommerce and online advertising themselves have turned into multi-million dollar industries and in order to get goods and services to customers and clients, businesses have increasingly depended on online advertisements. Online advertisements are intrinsically related to web designing. As website shave become more interactive and attractive to look at, so have online advertising campaigns.

Here are a few factors that are common to both web designing and online advertising.

  • An increased dependence on graphics
  • Increasing importance given to the quality of content
  • Highlighting the importance of striking images
  • Importance of targeting the right audience
  • Using the latest scripts and tools to create aesthetic banner ads or web pages

With these 5 elements common to both web designing and online advertisements, one must acknowledge the fact that both are mutually inclusive. One cannot exist without the other. Thus, web designing has continued to influence the way online advertisements are created. Responsive web design has had a tremendous impact on online advertisements. Advertisements are no longer the annoying pop-ups that one used to encounter a long time ago. Instead, online advertisements cohabitate within a webpage without being intrusive.

Importance of minimalism in web designing has impacted online advertising

The more stress web designers have given to white space and minimalism, online advertisers too have followed the same path. Online advertisers are now graphically rich, less on content and as simple as possible. These unique impacts of web designing on online advertising have had a tremendous impact on the way one conceives digital marketing. Thus, digital marketing has come to include not only online advertisements but also advertisements specifically designed for websites they will be displayed on.

Most likely, web designing will continue to influence the way companies advertise online. This will have far reaching effects on web designing itself, as web developers at a website design firm will also need to bear ad campaigns in mind when they design web pages. This mutually inclusive nature of the relationship between the two has created a change in the paradigm that existed before. In the future, we may see more web designers taking online advertising into account and designing web pages for the success of such online ad campaigns. Meanwhile, advertisers are getting used to the impact of web designing on their profession.

Author Bio:

Miguel Thomas is an online advertising professional at a website design firm who observes the way Internet is evolving. Click here to learn more about how web designing may impact various industries.