This is an upper-intermediate to advanced book that provides breadth and depth on the topic of programmatic display buying.
As a career performance digital marketer, I have always had a problem with the nuances of programmatic buying because it was so close to the direct response method we employed all along. In brief, programmatic buying uses segmentation, tracking, behavior, and contextual bidding to mine general bulk ad inventory for targeted inventory results at a more efficient price. Kosorin provides a thorough explanation of tracking cookies and pixels and the differences between first-party and third-party tracking.
He explains contextual, semantic, behavioral, and look-alike retargeting. He covers programmatic TV, programmatic native, and programmatic video and audio ads as well. He also defines how mobile programmatic is different from desktop, using app info, cross-device identification, and location-based marketing. DMP is basically data alchemy that identifies the gold in the ore and informs how to and how much to bid.
What is truly new in Programmatic Advertising is RTB or real-time bidding where automated formulas can find a particular targeted user, offer 1 unit of inventory and proffer it to an exchange and find the highest bidder and serve the ad, all within a few seconds.
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By Jo and Dale Reardon, 4. This book provides an excellent overview and good step-by-step advice for setting up and running your blog.
The book is digital only and free. If you have never bought a digital book before this would be a good one to start with because it is free. You do not need a Kindle or dedicated reader, you can read it on your laptop or smartphone.
What is digital marketing?
See the blog checklist. The very practical step model is: 1. Define Your Goals 2. Choose Your Site Name 3. Manage Your Technology 4. Define Your Target Audience 5. Identify Your Keyword Phrases 6. Define Your Blog Categories 7.click
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Create Your Content Strategy 8. Create Your Blog Publishing Schedule 9. Decide What Type of Content to Publish Decide Who Will Do What. The authors provide an excellent review of and links to free tools you can use to apply their advice. So it really delivers on its title and I highly recommend it. Blogs make sense for all kinds of websites because they create a section for deep authoritative content useful for new visitors and those moving down the funnel.
Recent research shows that pages ranking in position 1 and 2 in Search are averaging more than words, and a blog is one of the few places on the site that can handle the volume. A few blog tips I will add for corporate marketers and SEOs: 1. Target demand before you start writing 2. Write at least words 3. Use keyword-rich titles and H1s, and H2s 4. Use 3 images per post with image alt tags 5.
Interlink your blogs and pages 6.
Link from the blog to content that causes leads or transactions 7. Update your blogs and refresh the publish date. We live in a time where everybody can and should be a writer. Especially if you are striving to push quality content to grow your business. In Everybody Writes, Handley gives step by step guidance on the strategy of content creation and publishing. All with the ultimate goal of receiving tangible results. Number 8 Jab, Jab, Jab. Snook Marketing and sales are constantly evolving, adapting, and improving. Relative to this, creating a social media page will further increase relation quality between new consumers and existing consumers as well as consistent brand reinforcement therefore improving brand awareness resulting in a possible rise for consumers up the Brand Awareness Pyramid.
Brand awareness has been proven to work with more effectiveness in countries that are high in uncertainty avoidance, also these countries that have uncertainty avoidance; social media marketing works effectively. Yet brands must be careful not to be excessive on the use of this type of marketing, as well as solely relying on it as it may have implications that could negatively harness their image.
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Brands that represent themselves in an anthropomorphizing manner are more likely to succeed in situations where a brand is marketing to this demographic. One of the major changes that occurred in traditional marketing was the "emergence of digital marketing" Patrutiu Baltes, Loredana, , this led to the reinvention of marketing strategies in order to adapt to this major change in traditional marketing Patrutiu Baltes, Loredana, As digital marketing is dependent on technology which is ever-evolving and fast-changing, the same features should be expected from digital marketing developments and strategies.
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This portion is an attempt to qualify or segregate the notable highlights existing and being used as of press time. To summarize, Pull digital marketing is characterized by consumers actively seeking marketing content while Push digital marketing occurs when marketers send messages without that content being actively sought by the recipients. An important consideration today while deciding on a strategy is that the digital tools have democratized the promotional landscape.
Remarketing: Remarketing plays a major role in digital marketing. This tactic allows marketers to publish targeted ads in front of an interest category or a defined audience, generally called searchers in web speak, they have either searched for particular products or services or visited a website for some purpose.
Game advertising : Game ads are advertisements that exist within computer or video games. One of the most common examples of in-game advertising is billboards appearing in sports games. In-game ads also might appear as brand-name products like guns, cars, or clothing that exist as gaming status symbols. The new digital era has enabled brands to selectively target their customers that may potentially be interested in their brand or based on previous browsing interests. Businesses can now use social media to select the age range, location, gender and interests of whom they would like their targeted post to be seen by.
Digital marketing activity is still growing across the world according to the headline global marketing index. Five areas, which are outlined as current industry practices that are often ineffective are prioritizing clicks, balancing search and display, understanding mobiles, targeting, viewability, brand safety and invalid traffic, and cross-platform measurement Whiteside, This means one in a thousand click ads are relevant therefore having little effect. This displays that marketing companies should not just use click ads to evaluate the effectiveness of display advertisements Whiteside, Balancing search and display for digital display ads are important; marketers tend to look at the last search and attribute all of the effectiveness to this.
This then disregards other marketing efforts, which establish brand value within the consumers mind.
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ComScore determined through drawing on data online, produced by over one hundred multichannel retailers that digital display marketing poses strengths when compared with or positioned alongside, paid search Whiteside, A landing page typically has something to draw the customer in to search beyond this page.
Things such as free offers that the consumer can obtain through giving the company contact information so that they can use retargeting communication strategies Square2Marketing, But the fact of how many people you can reach with a display campaign compared to a search campaign should be considered. Multichannel retailers have an increased reach if the display is considered in synergy with search campaigns. Overall both search and display aspects are valued as display campaigns build awareness for the brand so that more people are likely to click on these digital ads when running a search campaign Whiteside, Cross-platform measurement: The number of marketing channels continues to expand, as measurement practices are growing in complexity.
A cross-platform view must be used to unify audience measurement and media planning. Market researchers need to understand how the Omni-channel affects consumer's behaviour, although when advertisements are on a consumer's device this does not get measured. Significant aspects to cross-platform measurement involves de-duplication and understanding that you have reached an incremental level with another platform, rather than delivering more impressions against people that have previously been reached Whiteside, Yet television advertising is not directly competing with online digital advertising due to being able to cross platform with digital technology.
Radio also gains power through cross platforms, in online streaming content. Targeting, viewability, brand safety and invalid traffic: Targeting, viewability, brand safety and invalid traffic all are aspects used by marketers to help advocate digital advertising. Cookies are a form of digital advertising, which are tracking tools within desktop devices; causing difficulty, with shortcomings including deletion by web browsers, the inability to sort between multiple users of a device, inaccurate estimates for unique visitors, overstating reach, understanding frequency, problems with ad servers, which cannot distinguish between when cookies have been deleted and when consumers have not previously been exposed to an ad.
Due to the inaccuracies influenced by cookies, demographics in the target market are low and vary Whiteside, Many ads are not seen by a consumer and may never reach the right demographic segment. Brand safety is another issue of whether or not the ad was produced in the context of being unethical or having offensive content. Recognizing fraud when an ad is exposed is another challenge marketers face. This relates to invalid traffic as premium sites are more effective at detecting fraudulent traffic, although non-premium sites are more so the problem Whiteside, Digital marketing is facilitated by multiple channels, As an advertiser one's core objective is to find channels which result in maximum two-way communication and a better overall ROI for the brand.
There are multiple digital marketing channels available namely; . It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email. The ICC Code has integrated rules that apply to marketing communications using digital interactive media throughout the guidelines. There is also an entirely updated section dealing with issues specific to digital interactive media techniques and platforms.
Code self-regulation on use of digital interactive media includes:. The whole idea of digital marketing can be a very important aspect in the overall communication between the consumer and the organisation. This is due to digital marketing being able to reach vast numbers of potential consumers at one time.