budgets

Nearly Half of B2Bs Expect a Marketing Budget Bump in 2014

source: http://www.emarketer.com/Article/Nearly-Half-of-B2Bs-Expect-Marketing-Budget-Bump-2014/1010238

More use video sharing

Business-to-business (B2B) marketers are already looking ahead to 2014, and the outlook for the year seems positive. The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year, while 52% thought their outlays would remain the same.

The top four most popular marketing channels for B2Bs were all digital, according to the survey. Websites were the most uniformly employed technique, used by 85% of those polled. Email marketing was second at 72%, followed by social media (67%) and search engine optimization (56%). Just under half of respondents relied on trade shows, while four in 10 used direct marketing.

Eighty-four percent of B2B marketers used social networks this year, up from 79% in 2012, while both blogs and microblogs saw a decline in B2B use this year. Photo sharing also saw a precipitous decline over the last year. Video sharing, however, continued its growth trend, in use by 37% of surveyed B2B marketers.

In September, B2B Magazine released an analysis of data from Kantar Media, which found that ad spending among t! he top 50 B2B advertisers in the US had increased by 4.8% between 2011 and 2012 for a total of almost $4.3 billion. However, the only channels that saw ad spending growth were television, outdoor and consumer magazines. Online display ad spending dropped by 1.3%, according to B2B Magazine. Still, online display ads accounted for 10.5% of US B2B ad spending, behind only television (59.6%).

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Tuesday, September 24th, 2013 news No Comments

drag2share: Why Programmatic Advertising Levels the Agency Playing Field

source: http://digiday.com/agencies/programmatic-advertising-small-agencies/

When it comes to buying online ads, the rise of programmatic advertising is letting small agencies compete with the big boys like never before.

Once upon a time media buying was all about scale. Agencies aggregated their clients’ dollars and used the resulting spending power to negotiate bulk discounts and preferential treatment from media sellers. It’s a model that persists in “traditional” media like TV and print.

But advertising technology is changing that dynamic when it comes to digital, smaller media buying operations say. Scale itself is no longer a differentiator, and thanks to automated trading and exchanges, virtually any agency can access the same pools of inventory as the biggest media buyers in the world. The playing field has been leveled.

Speaking at the Digiday Exchange Summit in Austin last week, R/GA’s vp of media & connections, Tony Effik, spoke about the issue at length. Known mostly for its creative and technology capabilities, his agency has spotted an opportunity in what he calls “creative” technology-driven media buying.

R/GA has a potential advantage over big media operations, he said, because it can be more nimble and creative in the way it approaches buying on behalf of its clients. In fact, working with smaller budgets actually allows it to be less wasteful than its larger competitors.

“Big agencies waste more media budget than anyone else,” Effik said, adding that smaller media teams are the ones rolling up their sleeves and really getting into the data.


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Monday, September 23rd, 2013 news No Comments

Two-Thirds of Marketers and Agencies Likely to Invest in Native Ads and Content Creation

source: http://www.marketingcharts.com/wp/online/two-thirds-of-marketers-and-agencies-likely-to-invest-in-native-ads-and-content-creation-36794/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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The definition of native advertising remains somewhat murky (the IAB has set up a task force to tackle this problem), but many forecasts see digital ad sponsorships as a growing area, depending of course, on their definition.

Meanwhile, other results from the Advertiser Perceptions study suggest that 60% share of respondents’ digital ad budgets will be spent on direct buying in the coming 6 months, with the remainder on programmatic buying. Interestingly, during that time frame, respondents expect to allocate 61% of their mobile advertising budgets to mobile phones, with only 39% going to tablets. Based purely on an analysis of consumers’ online time spent with these devices, phones may actually be underweighted, although tablet users may indeed present a more attractive demographic than smartphone users.

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Thursday, September 19th, 2013 news No Comments

drag2share: Marketers Are Spending More Ad Dollars On Facebook

source: http://feedproxy.google.com/~r/businessinsider/~3/g8njuTs2C6w/marketers-are-spending-more-ad-dollars-on-facebook-2013-9

A larger slice of Facebook marketing budgets is being spent on paid ads, according to recent surveys from Ad Age and RBC Capital. 

In the August 2013 survey, 74% of respondents said their Facebook marketing budgets includes spending on paid ads.

That’s up from just 54% who said so in June 2012.

However, in many cases, paid ads still account for a small proportion of their spending on Facebook. For 27% of survey respondents, paid ads made up just 1% to 10% of their Facebook budget. Only 18% of respondents spent more than half of their Facebook budgets on paid media. 

Many brands spend the lion’s share of their Facebook marketing budgets on content production and social media management, rather than paid advertising. However, as Facebook’s paid ad products mature, we expect to see more and more marketers wading into paid media. 

bii facebook ad budget

Meanwhile, the percentage of companies using Facebook as a marketing channel is 80%, and that proportion has remained consistent over the past 15 months. Survey participants noted that brand awareness was the most important reason for advertising on Facebook, followed by driving traffic to their website. 

The survey encompassed 1,200 Ad Age subscribers who answered questions on three separate occasions since June 2012

Download the chart and data in Excel.

 BII facebook marketing budget


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Thursday, September 19th, 2013 news No Comments

drag2share: Choosing A Network-Specific Social Media Content Strategy

source: http://feedproxy.google.com/~r/businessinsider/~3/NqNYpHUD2Aw/platform-specific-social-media-marketing-2013-9

BII_Social_BrandAdoptionToo many brands and businesses still try a scattershot approach at social media. They try to be everywhere and spread their efforts too thin.

They also apply a one-size-fits-all approach. Whether it’s in-house or external social media marketing teams, they craft campaigns around a single communication style and a rigid set of formats — and expect them to drive the same results across platforms.

Particularly for smaller or niche players — or really, anyone on a constrained budget — it makes more sense to double-down on a single platform, learn its idiosyncrasies, and become an expert at cultivating its audience base.

In a new report from BI Intelligence, Business Insider’s paid research service, we dig into the reasons why platform-centric approaches make more sense, and explore how to make them work. Here are the benefits:

  1. Social media budgets become more manageable. Your organization will no lon! ger leak dollars with a half-hearted attempt to be, and post everywhere.
  2. Brands and businesses will gain a more authentic voice. It’s difficult to develop a genuine, humanized voice on every platform. Attention to a single network will help brands cultivate a more persuasive personality.
  3. Become more efficient. Many companies on social media see a great deal of success on one platform, but still grind away at others. Why not focus resources on where your engagement is deepest?
  4. Improve your chances at earned media and viral success. These grow out of a deep understanding of a social network’s idiosyncrasies, not by throwing everything at the wall to see what sticks.
  5. Develop a knack for avoiding social media gaffes and bloopers. Many of the social media foot-in-mouth moments of recent years grow out of a lack of comprehension for what makes each network tick.
  6. Users have developed sophisticated network-specific cultures. They can spot a poser from a mile a way.
  7. Creative freedom: This may sound counter-intuitive, since choosing to focus energies on a single platform would seem to close off options. But focus actually opens up opportunities. Ideas come more easily once a single primary platform is chosen.
  8. Avoid top-down strategies that try to fit round pegs into square holes. Ideas for posts and campaigns will be driven by a more bottom-up thought process. And not by the nebulous question, “What’s our social media strategy?”
  9. Drive better recruiting and contracting decisions. If a single platform is prioritized, the search for social media talent becomes clearer. Different kinds of expertise are required for each network.
  10. Finally, a deliberate platform-centric approach allows for more straightforward testing and tracking of results. If one platform focus doesn’t work, another emphasis can be tried. But data will be cleaner and priorities will be easier to rearrange.


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Wednesday, September 18th, 2013 news No Comments

drag2share: Facebook Users Are Uploading 350 Million New Photos Each Day

source: http://feedproxy.google.com/~r/businessinsider/~3/bNr4jfa7b8M/facebook-350-million-photos-each-day-2013-9

Facebook revealed in a white paper that its users have uploaded more than 250 billion photos, and are uploading 350 million new photos each day. To put that into perspective, that would mean that each of Facebook’s 1.15 billion users have uploaded an average of 217 photos apiece. These numbers do not include photo uploads on Instagram.

Facebook is the world’s largest photo-sharing site, and the acquisition of Instagram solidified its place at the top of all photo-sharing activity on the Web. However, Snapchat, despite being much smaller than Facebook, has proven to be a serious contender and drives incredible photo-sharing volume. Snapchat has also reported that its users share an average of 350 million photos daily. Read >

bii blog 2 Majority Of Brands Plan To Increase Social Media Spending (Socialbakers)
Socialbakers surveyed more than 1,000 marketers to find out how much their social media spending will increase over the next three years; 82% of respondents said their Facebook marketing budgets will increase. Read >

Facebook Testing New Marketing Analytics Tool For Retailers (Inside Facebook)
Facebook Marketing Lead Joshua Opoku says Facebook has developed a marketing analytics tool that lets retailers evaluate return on ad spend and volume per dollar spent on Facebook. Such a tool will provide advertisers with much-needed transparency about the performance of their ads on Facebook and help them determine how much of their marketing budget should be allocated to Facebook. Read >


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Wednesday, September 18th, 2013 news No Comments

drag2share: HTML5 vs. Apps: Where The Debate Stands Now, And Why It Matters

source: http://feedproxy.google.com/~r/businessinsider/~3/Yezl4tzEqus/html5-has-become-the-third-platform-2013-9

BII_HTML5_Mobile_NeedsAn HTML5 app is housed on the Web and runs inside a mobile browser. Unlike apps built specifically for Apple or Android devices, it does not need to be built from scratch for each operating system. The promise is that it can be “write once, run anywhere.”

It’s true: In many cases, HTML5 can work just as well as a native approach. HTML5 has established itself as the de-facto alternative “platform,” after Google’s Android and Apple’s iOS.

But it is not the silver bullet it is often made out to be, for several reasons. HTML5 faces a fragmentation issue of its own, since there are gaps in the range of HTML5 app features supported by the different mobile browsers. Backers of HTML5 are working furiously to fill those gaps.

So where are we in the HTML5 vs. native apps debate? The status of HTML5 is vital to decisions about where to invest mobile budgets. In an August 2013 reportBI Intelligence analyzes this very question.

In the report, we do a head-to-head comparison of the two, explain the specific reasons why HTML5 has some clear advantages over native apps for mobile development, look at adoption data, analyze the barriers to HTML5 as a development tool and explain how HTML5 is starting to overcome them, look at the current state of the performance advantage held by native apps, and explain why in a hyper-fragmented mobile landscape, HTML5 has emerged as the long sought-after “third platform,” allowing for mobile Web apps that cut across fragmentation.

Access The Report And Our Ongoing HTML5 Coverage By Signing Up For A Free Trial Today >>

Here are examples of where HTML5 is trying to close the performance and feature gap:

    • Graphics: Web apps are far along in allowing for scalable (users can enlarge them by zooming in) graphics that allow for “the creation of very advanced and slick user interfaces,” according to the W3C, the nonprofit that creates the HTML5 standard.

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  • Multimedia capabilities are improving. Video and audio playback has become a widely-supported and widely-used HTML5 mobile app feature. Other multimedia features are still in a more nascent stage.
  • Responsiveness: HTML5 apps can be written so that the device type is detected, and an appropriate app version is delivered. That’s important because of the variety of screen sizes out there. The layout, behavior and resolution are optimized for the screen.
  • User Data: Web apps are far along in their ability to store app data so that users can return to an app and pick up where they left off. Smooth offline usage is an area that needs more improvement.
  • Geolocation on Web apps is now basically a solved issue across mobile browsers, while integration with user calendars and address book data is still a work-in-progress.

 


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Tuesday, September 17th, 2013 news No Comments

Branding Forecast to Match Direct Response in Digital Ad Spend

source: http://www.marketingcharts.com/wp/direct/branding-forecast-to-match-direct-response-in-digital-ad-spend-36664/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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Indeed, brand advertising spending growth will outpace direct response in each year of the forecast, with increases of 18.1% and 11.2% respectively this year and 10.5% and 3.6% respectively in 2017.

The eMarketer forecast aligns with recent survey results from Vizu and the CMO Council, in which 61% of respondents said they are re-allocating budgets away from direct response to brand advertising initiatives. That same survey revealed that 70% of brand marketers expect to up their spending on social media advertising, while similar proportions will increase mobile (69%) and video (64%) ad spend. Interestingly, though, a more recent survey of global marketers (predominantly in Europe) found that few count branding as their top objective for social media ad buys, leaning instead to lead generation. That was a different result than found by Vizu and AdAge in separate surveys indicating branding to be the clear-cut objective for social ad campaigns.

The line between branding and direct-response campaigns tends to be blurring, says eMarketer, which may explain some of the discrepancies in social advertising goals. In any case, the researcher attributes the greater focus on branding to digital’s growing presence in consumers’ media time. That same explanation was given by Vizu and the CMO Council in their survey, with the researchers suggesting that brand marketers and their ad dollars will follow consumers to their chosen digital media channels, whether they be online, tablet, mobile, or connected TV.

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Sunday, September 15th, 2013 news No Comments

How TV and Online Video Consumption Stack Up

source: http://www.marketingcharts.com/wp/television/how-tv-and-online-video-consumption-stack-up-36594/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

Nielsen-TV-v-Online-Video-18-24-YO-Sept2013Online video has become an increasingly popular advertising channel, with many marketers shifting budgets from TV to fund those efforts (see here, here, and here). Such a response might imply that traditional TV consumption is falling off a cliff, succumbing to the soaring rise of online video. While TV and online video consumption are no doubt linked, looking only at their isolated trends can prove misleading, masking what continues to be a vast gap in consumption.

[Disclaimer: this is an agnostic look at consumption figures. It does not take into account attention paid to the medium, advertising effectiveness, or other such variables, for which one medium may be preferred to the other. It is simply an attempt to put in context the amount of time being spent with these various media.]

It’s true that TV’s audience has seemingly plateaued: according to Nielsen’s cross-platform reports (the latest of which can be downloaded here), the number of Americans aged 2 and up who watch traditional TV dipped by 0.2% year-over-year in Q2 2013, after declines of 0.1% in Q1, 0.2% in Q4 2012, 1.1% in Q3, and 1.7% in Q2. By contrast, the number of mobile subscribers watching video on a mobile device continues to grow by leaps and bounds, with the latest year-over-year increase at 36.5%. (Curiously, Nielsen’s figures show online video’s reach as being down by more than 7% year-over-year. Recent data from comScore indicates that reach has increased throughout this year.)

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Thursday, September 12th, 2013 news No Comments

Global Marketers Say Lead Gen A Bigger Social Ad Objective Than Branding

source: http://www.marketingcharts.com/wp/direct/global-marketers-say-lead-gen-a-bigger-social-ad-objective-than-branding-36489/?utm_campaign=rssfeed&utm_source=mc&utm_medium=textlink

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The results mark somewhat of a departure from recent studies which have suggested more of a branding focus from social media ad buys (see here and here).

Lead generation is also the primary objective for a plurality (37%) of in-house marketers engaged in online display advertising, although direct online sales (26%) is their second-biggest objective. When it comes to paid search, direct online sales (40%) counts as the primary objective, followed closely by lead gen (38%).

The bulk of social advertising dollars are being spent on Facebook, per the report. Client-side respondents indicate that they’re allocating 41% of their social ad budgets to the platform, compared to 18% for LinkedIn, 17% for Twitter, and 24% to other networks. Agency respondents estimate that an even greater 53% of their clients’ social ad budgets are being directed to Facebook.

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Monday, September 9th, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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