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Growth in Digital Advertising

Posted October 8, 2014 by fran @ 3:37 pm

Everything’s going digital!

That line has been at the forefront of everyone’s minds in pretty much every field there is. For some, it evokes fear. For others, it is a battlecry and a hope for the future. And still others aren’t on the bandwagon for either side. But no matter where you stand on the issue, it is time to take notice. Online is a vast and profitable market that we are just beginning to reap the advantages and benefits of. We are still a long way from a total digital takeover, but the Internet is a force to be reckoned with.

Especially when it comes to advertising. Online advertising is projected to account for 24% of the the $523 billion that will be spent in total advertising in 2014, according to ZenithOptimedia. And the number of digital ads will only continue to grow. By 2019, spending on online advertising is expected to nearly double from the current price tag of $19.8 billion to a whopping $37.6 billion (a 90% increase). Those figures are still a far cry from the projected $239 billion spent on offline advertising in 2019 (operating at a growth rate of 1% per year), but they’re not a number to shake a stick at.

Online advertising is increasingly becoming a focal point in the industry. It is the main topic of discussion at the upcoming Advertising Week in New York, where new powerhouses such as Buzzfeed and Instagram will take center stage. A trend is developing towards automatic ad buying, which will pull advertising even deeper into the realm of digital. The growth in online advertising is mainly concentrated in video and mobile. Video is expected to grow 21% annually for the next five years. Mobile is expected to account for 40% of all online display ad spending by 2019. All of these facts and figures will loom large at Ad Week as big names converge to discuss the state of the industry.

Offline is not dead yet (and it may never be), but digital is continuing to take an increasingly larger role in advertising.

Time to get your head in the game.

Image by Ruth Flickr on Flickr Creative Commons.

 

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Who to Follow in Online Advertising

Posted October 1, 2014 by fran @ 4:21 pm

Twitter is a powerful social media platform. Successful businesses follow Twitter accounts that focus on online advertising. By following these accounts, businesses can gain insight into the latest online advertising techniques. They can gain a better understanding of what it takes to keep up with the advanced world of online marketing and advertising. They can remain at the top of their industry by learning about the most successful online marketing approaches. There are many online advertising people, websites, and other resources that possess a Twitter account. Here is list of some of the most popular online marketing Twitter accounts.

1. Magento – @magento is a successful business that focuses on eCommerce solutions. Along with tweets about their solutions, Magento frequently tweets about how businesses can grow and succeed online.

2. Market Bridge – @MarketBridge is another successful business. They are very active on Twitter, because they submit frequent tweets about fixing the gap that falls between marketing and sales.

3. Advertising Buzz – @advertisingbuzz is a great addition to any Twitter following list. They provide tweets that contain links to social media articles and other online marketing resources.

4. AOL Advertising – @AOLAdvertising is another great addition. They provide a constant feed of valuable tweets about effective online advertising tools and other interesting articles and websites.

5. Ad_Media- We help businesses obtain a strong online presence. Their tweets are packed full of current online marketing and advertising news.

6. Google AdWords – @adwords provides the latest news and information from the Google AdWords team. Followers of @adwords can learn how customers can find their products and services quickly and easily.

7. Mashable SocialMedia – @mashsocialmedia tweets the latest news about social media marketing. Their tweets also contain valuable tips to help businesses flourish on Twitter, Google+, Vine, Foursquare and more.

8. WordStream – @WordStream offers powerful software and free tools for PPC and SEO. They also tweet constantly. Those tweets contain links to the most valuable online advertising articles and other resources.

9. Microsoft Advertising – @MSAdvertising provides a large amount of tweets about digital online advertising. They strive to provide a constant flow of valuable tweets.

10. Twitter Advertising –@TwitterAds provides followers with a large amount of Twitter tips, success stories and support. Followers of @TwitterAds can learn how Twitter Ads can be a positive addition to their online advertising campaigns.

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How Twitter is Changing TV Advertising

Posted September 18, 2014 by fran @ 10:01 am

TV ads are a great way to reach customers. Placing ads during TV programs you’re specific customers enjoy helps you reach the appropriate audience, and millions of people watch television, so you can be specific while still pulling in a large group of interested customers. Most people are in agreement that televisions is a versatile and powerful tool when it comes to advertising. Why do you think so many advertisers line up at the TV upfronts each May to see which new and returning programs would be best suited for their company’s ads. And why do you think TV execs pull out all the stops to reel those advertisers in? It is a lucrative business.

It doesn’t stop there. There is a way to boost your advertising reach and revenues beyond what television is capable of while still working in conjunction with the power of TV. How is this done? By linking a Twitter advertising campaign to your television one.

In today’s world, people consume television and popular culture online. Through Twitter viewers can engage with their favorite TV shows actively on Twitter, which, for many, enhances the viewing experiences. Think about it. One of the most popular, talked about, buzz generating shows on television right now is ABC’s Scandal. Why? The over-the top scenarios, constant twists and turns, and general juiciness of the plots? Sure, those factor in greatly. But another way Scandal has boosted its popularity is through Twitter. The cast live tweets the episodes and encourages fans to get out there and tweet about the show. Another show that gets a Twitter boost: ABC Family’s Pretty Little Liars. By far that network’s most popular and most watched show, PLL using hashtags on screen during the episodes to engage with the viewers and to get Twitter discussions going. Twitter has become such a ubiquitous aspect of the television viewing experience that even Nielsen, known for its behind the times rating system, has begun to incorporate Twitter statistics into its TV viewership ratings. 32 million people tweeted about television last year.

What does this mean for your business? You should be using Twitter. According to Nielsen, US brands that used a Twitter ad campaign alongside their TV ads increased sales 8-16% more than from television alone in November 2013. That’s quite a jump.

Twitter advertising works in three ways:

Twitter Ad Targeting: Start a conversation in your TV ad, then follow it up on Twitter by using your company Twitter handle and hashtags in the ad.

Twitter Conversation Targeting: Twitter has a database that can determine when and where your company’s ads ran, so Twitter knows what TV program was on when your and ran and can use that to determine who the viewers that likely saw your ad were. You can use that information to target specific customer groups. Live tweet the shows or use show related hashtags in your tweet to make sure you reach the right audience.

Twitter Amplify: Bring your TV ad campaign directly to mobile users.

Using Twitter in conjunction with television advertising could be a great way to reach more customers and reach the customers who are more likely to want to buy your product. This will likely boost sales and help your company succeed. As we grow deeper into the digital age, it is certainly an advertising technique well worth checking out.

Image by Esther Vargas on Flickr Creative Commons.

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21 Of The Best Sources For Online Advertisers

Posted September 11, 2014 by fran @ 4:21 pm

Looking to brush up on your ad knowledge? We’ve put together a handy list of resources you can check out.”

Top 10 Websites For Online Advertisers

1. Google AdWords- Google AdWords allows online advertisers to reach local online customers. This is done by online advertisers creating pay-per-click-ads that will only appear when someone searchs a specific city, state, or region.

2. ConSultancy.com- Great place for online advertisers to get information, training, and events on the greatest online marketing and e-commerce.

3. Advertising-Page.com- Specializes in search engine optimization, back-link building, and social media marketing.

4. Getresponse.com- Excellent choice for Turn-Key email marketing and surveys. Advertisers can create, send, and track professional style newsletters and champaigns.

5. Mediaplex.com- Resource for online advertising, interactive marketing technologies, and online advertising.

6. Marketingprofs.com- Gives online advertisers the opportunity to learn from professionals, get newsletters, aarticle’s, and how to guides.

7. Facebook Advertising- Not only does facebook connect advertisers with friends, family, co-workers, but it also offers advertising services with both image and text.

8. AdMedia Blog- Not to blow our own horns, but the AdMedia blog does offer plenty of knowledge for the people in the industry.

9. www.adgridwork.com- provides free advertising and free metrics and tracking tools. It also creates attractive advertisement and text links and increases traffic.

10. Monetize.com - If you ever want to learn online advertising and marketing from a publisher’s perspective. You may want to check this out.

Top 10 Online Advertisers Books

1. The Online Advertising Playbook- Written by Joe Plumber, this book teachs principles, case studies, strategies, marketing objectives, and everything else you need to know about online advertising and how to do it successfully.

2. Marketing In The Age Of Google- Written by Vanessa Fox

3. Guerrilla Advertising- Written by Jay Conrad Levinson and Charles Rubin. Book discusses every aspect of a successful ad campaign.

4. Trust Me, I’m Lying – Written by self-confessed “media manipulator” Ryan Holiday, this is an excellent book that sheds light on what it takes to get buzz in the age of blogging and online media.

5. Innovation and Entrepreneurship- Written by Peter Drucker. This book tells all the best entrepreneurial strategies and sources for innovative opportunity.

6. Confessions of An Advertising Man- Written by David Ogilvy. Discusses all angles management and advertising.

7. Here Comes Everybody- Written by Clay Shirky, embarks into technology and social media.

8. Ogilvy’s on Advertising- By David Ogilvy talks about which advertising techniques work and which do not, with examples.

9. The Anatomy of Buzz- By Emanual Rosen a classic business book

10. Advertising on The Internet- Teaches up to speed advertising techniques, basics on contracts, pricing, budgeting, and ad design. Written by Robbin Jeff PhD

Top Training Program For Online Advertisers

1. The SEO Book- This training program is run by Aaron Wall who specializes in online advertising. Online Advertisers can subscribe to the program for a small fee and learn all the aspects of online advertising that will make them successful in their efforts.

Image: www.audio-luci-store.it on Flickr
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How to Maximize Search to Get Readers to Your Company Blog

Posted September 4, 2014 by fran @ 2:56 pm

One good way to interact with customers and create more traffic to your company website is to create a blog. Through blog posts your company can engage with topics that are relevant to your industry and products. Blogs should be interesting and informative so that people will want to read them. Once you have attracted readers to your blog, you are much more likely to get customers to view your products and services naturally since they will already be on your website.

What to include in a blog post?
Blog posts can and should incorporate information about your company and what you do and sell and can be a great advertising source for your company, but they should not do this exclusively. The company blog should deal with a range of subjects that incorporate other ideas and are not just a marketing launch pad for your company. If people want to learn about your products, they will click on the relevant links. They were probably drawn to the blog to see interesting content, not to be hounded with advertising tricks.

Once you have developed a blog and started writing posts, you need to get your message out there so people will hear about your blog and click onto it. So how do you get people to view your blog?

First, the blog content is important. It should be specific and tailored to a niche audience so that it will be among the first options that pop up in a search. It should reflect your company.

The style should be engaging and you should get to your point quickly. People need to know why they should devote their time to your blog up front. You want your readers to be invested so offer them a reason to keep reading from the get go.

Use Titles to Maximize Search Benefit
Make sure to use attention grabbing, concise, and specific titles that directly relate to the content and your company. Use the same key words again and again in titles so each of your posts show up on search engines and to make sure that they are optimized for your target audience. It is not just about getting the message out there. The really important factor is getting your message to the people who want to hear it and will be more likely to actually read your blog and have interest in your company.

Image by Christian Schnettelker on Flickr Creative Commons.

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Why Small Businesses Should Look into Online Advertising

Posted August 29, 2014 by fran @ 9:43 am

Why should small businesses think about going digital when it comes to advertising? The answer is simple: it’s on the internet that you’ll reach most people these days.

But what about the traditional means of advertising for small businesses? If you’re small, you’re probably limiting yourself to a local clientel: your target customers are going to be your friends and neighbors. What’s the point of putting up a website that attracts folks in New York City if you are operating a plumbing service in San Jose? Wouldn’t it be better to spend your money on direct mailings? ads in the local newspaper? listings in the yellow pages? your logo on bowling shirts and little league jerseys?

Well, think about it this way: how many eyes are actually going to see those promotions? I can speak from experience here: every piece of advertising that comes into my mailbox goes instantly into the recycle bin. I don’t even read the newspaper published for my county. Yellow Pages? Good grief, I don’t even keep my phone directory anymore. All my relevant phone numbers are on my smart phone already, and if I want to call a business, I’ll google them on the internet. And so, I think, will just about everyone else under the age of 65.

Let’s face it, we’ve bought wholeheartedly into the internet. Our eyes are fixed to the screen for hours throughout the day. The internet is our all-purpose go-to place for information. So shouldn’t small business owners be taking advantage of these facts to adjust their marketing strategies?

If your idea of high-tech strategies involve Madison Avenue ad-men and Super-Bowl extravaganzas, think again. On-line advertising can be inexpensive, easy to create, focused, and far-reaching. All you need is a computer with internet access, and a modicum of skills…..or an assistant with these skills. Inexpensive software is available to help you create banners, pop-ups, and side-bar ads.

Probably the most exciting, creative, and effective internet marketing is being done today on social media: Facebook, Pinterest, YouTube, and Twitter, to name just a few of the giants in this regard. Using imagination and style instead of big bucks, small businesses can get their message out there; can use niche marketing to target customers in a specific town or even neighborhood; can streamline their activities to reach target customers; and best of all, can be available for web-searches 100% of the day and night.

For the small-business owner with imagination and drive, the internet offers some really amazing advertising opportunities.

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Does Your Business Need a Cloud?

Posted May 19, 2014 by fran @ 9:05 am

Cloud storage is becoming increasingly popular, and there are many perks associated with utilizing this option for your business. When you consider the fact that switching to the cloud can increase efficiency and reduce costs, it becomes easy to understand why industry experts have predicted that this storage method will be used by most companies in the future. Therefore, it makes sense for businesses of all sizes to get on board with this useful technology.

Top Five Perks of Switching to Cloud Storage

1. Your Business Will Save Money

As previously mentioned, cloud storage can help you reduce costs, and this is due to the fact that the provider will be able to distribute all of the expenses that are related with maintaining the infrastructure across multiple clients. Additionally, you will no longer need to pay for the hardware, maintenance and associated salaries that are necessary to store everything on-site. Some companies such as QTS, found at http://www.qualitytech.com/, offer their services nationally.

2. Improved Security

Keeping your vital information secure at all times should be one of your major concerns, especially if you store any sensitive data such as customer credit card numbers. Fortunately, a cloud storage provider has the necessary resources to implement the most up to date security techniques and software, and their physical location will also be heavily secured. This will reduce your liability risk, and it will also prevent you from needing to perform security updates on a regular basis.

3. Increased Mobility

Businesses that operate everything off of their own on-site servers are often limited in the amount of mobility that they can offer to their employees. Using cloud services will make it easy for everyone to access necessary data from their laptop or any other mobile device no matter where they are in the world. In other words, if you have an employee who is traveling for work or sick at home, they can still access everything that they need in order to remain productive.

4. Simplified Office Structure

Another big perk of using the cloud is that you will need less space and hardware to keep your business operating properly. After all, you will no longer need to have an extensive server system. Instead, you can run your daily operations from your office with simply an Internet connection and enough computers for each employee.

5. Ability to Alter Services as Needed

Utilizing on-site storage solutions makes it necessary to invest in the proper amount of space for your current and anticipated future needs. This can become extremely expensive, especially if you initial estimate is inaccurate. However, cloud storage providers make it easy to alter your usage based on your actual needs, and this is a much easier and cost-efficient option.

As cloud storage continues to grow, the odds are high that the cost will become even more affordable. It is also important to note that the added security protocols could help prevent your business from ending up all over the news as the result of a data breach. Therefore, it makes sense to consult with a cloud services company to learn more about how they can help your company succeed.

 

As a small business owner, writer Lisa Coleman is always looking for efficient ways to expand her business. She has found some great options by researching what cloud services can do to help grow her business without greatly increasing her costs.

 

Photo Credit: http://www.flickr.com/photos/86979666@N00/8219449629/

 

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Linked, Tweeted, and Pinned: Terms Every Business Should Understand

Posted May 7, 2014 by fran @ 12:01 pm

There are many things that small business owners must remain aware of, and the ever-changing face of technology is at the top of the list. After all, if you are not aware of even the most basic social media and SEO terminology, it will be very difficult for you to connect with your current and potential clients. Additionally, online advertising is rapidly becoming the most effective and inexpensive method of increasing brand awareness and sales, so it is critical to understand how Internet users communicate.

Social Media Terms

1. Social Media Sites

Every business owner needs to familiarize themselves with the most popular social media sites, including Facebook, Twitter, Google Plus, Pinterest, Instagram and LinkedIn. Many people believe that they only need to sign up for an account with one of the sites, but the reality is that this will cause you to miss out on a wider audience. However, if you do not have the necessary resources to maintain an account with all of the sites, you should at least utilize the top three: Facebook, Twitter and LinkedIn.

2. Site Terminology

On Facebook, your followers are people who have liked your page. Communicating with people on Twitter requires posting a tweet, and people can share your posts by retweeting them. Google Plus provides a +1 button next to content and websites, and getting people to press this button can increase your search engine ranking.

The majority of these sites also use hashtags, and this is a phrase accompanied by the pound sign such as #socialmediasites. Hashtags allow people to find content that is relevant to one specific topic. Ultimately, regardless of the type of verbiage that each site uses, your main goal is to attract as many followers as possible, and you want to encourage each of them to share your posts with their extended social media network.

SEO Terms You Need to Know

1. SEO

This phrase is used often, and it stands for search engine optimization. To put it simply, SEO encompasses a wide variety of techniques that are utilized in order to improve a website’s search engine ranking so that it will become more visible to potential customers.

This can be done by several techniques, but for those who do not understand or simply need help can hire a professional company to improve their online presence. Fortunately, a professional SEO company can assist you with all of these vital tasks, and they can also help you with the development and management of your social media pages. There are some companies such as Everspark Interactive who also specialize in video marketing and can help through the creation of high quality videos for online marketing.

2. SEM

Search engine marketing, also known as SEM, can be used in connection with SEO to build an even higher level of brand awareness. Pay-per-click campaigns such as Google AdWords are an important piece of SEM, and it is also possible to purchase a spot within some search engine company’s rankings.

There are multiple other terms that can help business owners get the most out of their online presence, including developing a firm understanding of how keyword phrases and backlinks impact all of your online ads and your website. Keep in mind that connecting with your audience via social media is one of the best ways to encourage them to remain engaged with your products or services. 

Lisa Coleman is a blogger and business owner who loves to socialize through social media networks. She has found being a frequent visitor and promoter on such websites to be an enormous help for the traffic to her own site, and business marketing plan.

 

Photo Credit: https://www.flickr.com/photos/66571228@N02/6325794426/in/photostream/

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Smart tips for Making the Most Out of Facebook

Posted April 28, 2014 by fran @ 10:09 am

 If Facebook was a nation, it would have been the third largest country in the world, given the size of the members, the social media giant commands.  Building up your presence on on the site can offer significant advantage to get an audience towards your Facebook Page or your website. Here are some smart tips for marketing on Facebook -

1.            Be clear about your goals

What are you really looking for?  More visits to your website or more Facebook likes? Do you want visitors to stick to your Facebook Page only or do you wish make them subscribe to your website for more updates? Depending on your business perspective, set a goal.  If you are a brand that represents a mall, you would like to use your Facebook Page to offer updates, inform fans about new stores being open and discounts available.  If you run a blog or have a travel website, you may want your visitors to actually come to your site and read an article or buy tickets, respectively.  The Facebook ad type depends on the kind of goals, you set for your business.

2.            Focus on entertaining, educating and soft-sell your website

Merely putting your website link every time on the Facebook Page may put off your fans. You may want to concentrate on getting more ‘likes’ and building a sizeable fan following. So, put a good mix of entertaining posts with hilarious pictures, inspiring stuff, niche-related posts along with links that take your readers to your website. This way, it appears that you are not spamming the Facebook Page with a self-centered motive.

3.            Facebook Offers

Pushing out ‘Facebook Offers’ is a good way to promote a deal to your Facebook uses. You can give away an ebook, an e-coupon or a discount that they can avail by going to your brick and mortar store.

4.            Make use of a mobile app

Develop a smart mobile app that makes it handy for people to check out information about your product or service. With nearly all of Facebook users having a smartphone or tablet, a mobile app can be quite useful because all they have to do is go through the app to find out the nearest restaurant or movie playing in their vicinity.

Image: “facebook business” by Sean MacEntee on flickr

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A Basic Overview of the Benefits of CPC

Posted April 2, 2014 by fran @ 1:09 pm

If you have invested some of your hard won earnings on advertising to encourage more people to visit your website, you need to make sure that you are going to get your money’s worth. The different advertising techniques that are available online now can basically be boiled down into three distinct groups. Many advertising companies will charge you to have your advert up for a certain amount of time, which doesn’t actually guarantee you any visitors to your website. Another system charges you per view of the advert, but it still doesn’t mean that anyone that looks at your advert will actually visit your website.

Your third alternative is CPC, or cost per click. This means that you, as the person paying for the advert, will only pay for each person that actually clicks on your advert, directing them straight to your website so that they can read all about you. This system works really well, because you are only paying for positive reactions to your advert, rather than just its existence on someone else’s webpage.

Another great benefit of CPC is that you can place your advertising in a place where your targeted audience or audiences regularly visit, and then see whether they are realistically drawn to your advert. You may assume that your primary consumers love gardening, for example, but find that placing your advert on a gardening website actually provides far fewer clicks than you were expecting. CPC can therefore be used as a marketing research tool indirectly, giving you a clearer idea of who your buyers actually are.

Lastly, CPC is highly flexible. You will be able to change, re-adjust, or completely remove your advertising altogether from a website if you do not believe that it is working. This quick turnover means that you will soon be able to hone your advertising skills directly to your clients, and see immediately which changes increase visits to your website. If you are considering a more active and incisive action plan for your advertising, then CPC has a wide variety of benefits that could be the difference for your website.

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