Brand Marketing

Keep Up With the Ever-Changing Digital Age? Here’s How

Posted July 16, 2018 by admedia @ 3:33 am

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Today’s global CMOs, regardless of sector, are facing the same challenge: digital transformation. New technologies are entering the market at lightning speed, and disruptors are springing up and challenging entire categories. As a result, traditional marketing organizations need to always be thinking two steps ahead, which can be difficult to do while trying to run a global marketing team and keep up with the evolving ecosystem.

The rapid integration of digital into nearly every aspect of marketing has completely changed the way marketers interact with their consumers and their agencies as well as other functions within their own organizations. Here are some things CMOs can do to keep pace with the changes while keeping their sanity intact.

Embrace Marketing Automation

Proving the value of marketing has never been an easy task. But in recent years, with the addition of ridiculous amounts of data and constantly-emerging marketing channels, proving value has become a bit of a nightmare. Add to this the fact that most CMOs are not techies – they’re simply people who have been forced into situations where they have to figure everything out or else. This is why it’s important for CMOs to embrace marketing automation tools that make it easy to read and share data. Better customer insights lead to better marketing outcomes.

Hire Those With Skills You Don’t Have

A lot of CMOs cut their marketing teeth during a time when digital was something “out there” that was taking place. But now digital is happening front and center and in their very own department. This means few CMOs have the skills necessary to constantly adapt, which means they need to hire marketers who can fill in that skills gap. They need to hire people who are proficient in using today’s technologies, can analyze mounds of data while constantly thinking strategy.

Finding marketers who wear multiple hats may become a trial, especially for those brands not located in major metropolitan areas. The next best bet is to create specialty teams who collaborate with each other. For instance, you may develop a “content center” whose team members are ninjas when it comes to creating and distributing content. You may also have a “marketing technology” team that specializes in testing and selecting the right tools and channels for distribution.

Think Like a Publisher

Back in the day, when you heard the word content, you tended to think of PDFs and brochures. But today’s consumers expect more. Today’s CMOs have to be in the publishing business and distribute content that is relevant and consistent across all channels. (Oh, and it has to educate as well. When you educate an audience, they tend to trust you more.) All of this is to say that CMOs need to stop thinking of themselves as CMOs and instead think of themselves as publishers whose goal is to use data to create integrated, meaningful experiences for their audience.

CMOs Must Coordinate Teams Efficiently

It is not uncommon, even for smaller, local businesses, to have parts of their marketing team located in another city, state, or even country. One of the biggest challenges for CMOs in this situation is to make sure all of these dispersed team members are working as a cohesive unit. This requires ensuring everyone is regularly communicating and sharing data, insights, and content. CMOs also must be able to be the voice of the translator that serves as a go-between of what a company does and what a customer needs.

This requires understanding the product roadmap while keeping your finger on the pulse of your customers’ needs and demands – always listening to those digital conversation taking place ‘out there.’ With all of these demands, it’s easy to see why some CMOs have trouble sleeping at night. But by following these guidelines, they can rest easy while proving their value.


Filed under: Brand Marketing

Leading Sports Brands Are Now Paying Attention to Female Fans. Here’s Why

Posted July 9, 2018 by admedia @ 3:49 am

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For years, athletic products for women were simply designs for men in smaller sizes and more feminine colors. For many companies, women haven’t been the main focus — or even taken into account at all — when products, retail experience, and marketing messages were being created.

In 2016, US apparel sales grew by 3 percent, reaching $218.7 billion, according to data compiled by the NPD Group. Athleisure continued to be a top growing segment that year, with an 11 percent increase that made it a $45.9 billion market. Including women in the sportswear, the conversation comes at a time when they account for a significant share of all buying decisions. A 2013 Nielsen report reveals that American women alone wield $5 trillion to $15 trillion in purchasing power annually.

Of the more than 11,000 athletes who took part in the 2016 Rio Olympics, 45 percent were women. It’s a far cry from the first modern Olympics 120 years ago in Athens, where all 241 athletes were men. There are also more women identifying as sports fans. On average, across 24 major countries representing the Americas, Europe, and Asia, nearly half of all women now declare themselves either interested or very interested in sport compared to 69 percent of men.

Many businesses have taken heed. Mainstream sportswear players like Nike, Adidas and Under Armour now feature women in their marketing campaigns and are developing lines that women want to wear. But is it too late? As more women buy into the sportswear sector, more brands are competing for a place in the market and there is greater access to affordable, trend-led athletic gear at the likes of Asos and Amazon. There is also competition from women-focused activewear brands like Lululemon and Sweaty Betty, as well as newer rivals like Ultracor and Outdoor Voices.

Speaking To The Female Athlete

For International Women’s Day in March, Nike — which is currently the market leader in both men’s and women’s activewear according to NPD — launched three films, in the Middle East, Russia and Turkey, aimed at challenging gender stereotypes in each region.

In 2015, Nike announced ambitious plans to hit $50 billion in sales by 2020 — and the women’s business is a massive opportunity. The Oregon-based company pushed its marketing spend to $804 million in 2016, an increase of 10 percent year on year, with a focus on its women’s offering, which it plans to grow into an $11 billion business by 2020.

For Autumn/Winter 2017, Under Armour debuted “Unlike Any”, an entirely digital execution featuring six female athletes across a variety of sports, including ballerina Misty Copeland, stuntwoman Jessie Graff, and champion sprinter Natasha Hastings.

According to the NPD Group, Under Armour commands 7.1 percent of the men’s activewear space in the US and 3.8 percent of women’s this year through May. The women’s business currently accounts for around $1 billion of Under Armour’s $4.8 billion revenue.

Adidas, too, has released female-centric campaigns over the past year. In February, the athletic brand launched a global campaign called “Unleash Your Creativity”, which tells the stories of 15 women athletes, including supermodel Karlie Kloss, fitness influencer Hannah Bronfman, and fitness instructor Robin Arzon. This is a stark change in strategy for the German brand, which, through its 97-year history, has partnered with the biggest sports stars who were almost always male, like Jesse Owens, Derrick Rose, and David Beckham.

The increased female focus is part of Adidas’ strategy to double its share of the female sporting goods market by 2020. In an investor address in March 2017, board member Eric Liedtke said that the company is “not happy where we are today” when it comes to its position in the women’s market, which represented 23 percent of Adidas’ revenue in 2016. He vowed to lift that proportion to 28 percent within four years.

Combining Style With Versatility

Mainstream sportswear players also need to focus on creating products and services specifically designed for women. More women are buying into the sportswear sector as they prioritize self-transformation and wellness. In 2016 alone, the global market for health and wellness reached £539 billion (about $732 billion) and is expected to grow by a further 17 percent by 2021 to £640 billion ($869 billion), according to Euromonitor International. What’s prompted the shift in attitudes? A blend of social media and a growing consciousness about the importance of physical health.

Marketing to women doesn’t mean excluding men, but it does mean excluding stereotypes. Following an immensely popular sports bra campaign last July, featuring plus-size model Paloma Elsesser, Nike has expanded its plus-size offering with the “Black and White” collection, a range of fashion-forward shorts, tops, bras and leggings, which are designed to fit and flatter larger women.

Meanwhile, Adidas has been designing more sneakers, jackets and other garments specifically for women’s sport. The brand recently unveiled the Pure Boost X sneaker, with motion-tracking technology that studies the movement of the female foot.

Upgrading The Store Experience

Sportswear brands are also taking the retail experience into account. According to data from Euclid, which works with retail businesses to make data-driven decisions, 65 percent of women prefer shopping in-store to e-commerce, as it is easier to try clothes and receive personalized recommendations. Only 55 percent of men feel the same way.

Nike currently operates several women’s only-stores worldwide: in Shanghai, Newport Beach and London. In February 2017, Adidas launched a women-only fitness studio in London, where certified personal trainers, fitness influencers, and Adidas ambassadors host free workout sessions.

Brands are in danger of being viewed as superficial at best and condescending at worst. It’s one thing to create high-performing products for the female customer, but it’s an entirely different challenge to get her attention and create a brand that speaks her language. Nowadays, newer brands being born every day in the athleisure space. Even celebrities have gotten in on the action with their own brands. But the opportunity is still great. Women of different types of fitness levels are looking for a different kind of apparel for their fitness needs.


(All photographs are courtesy of the original owners unless otherwise indicated)

Filed under: Brand Marketing

Getting Started With Audio Marketing? Here’s How

Posted July 6, 2018 by admedia @ 4:54 am

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The written word always has its place in content marketing. However, adding audio and visual content can elevate your ad to even better heights. Nowadays, live video marketing is one of the forerunners in the content marketing scene while audio content is being increasingly consumed across demographics in new and innovative ways. According to Statista forecasts that audio and spend could grow from 28.4 billion to 31.7 billion U.S. dollars between 2010 and 2020. As we enter 2018, here are some tips to add audio marketing content to your content strategy.


Podcasts aren’t new, but their popularity is growing steadily thanks primarily to their convenience factor. Plus, there are still so many niches and industries without relevant podcasts. According to Meghan Keaney Anderson, VP of Marketing and Host of The Growth Show, HubSpot, “Marketing is about being where your prospective customers are, good marketing is about being there and adding something of value.” Furthermore, Anderson commented that her organization understood that more and more of their users were consuming audio content.


Webinars are powerful customer and prospect engagement mediums that deserve to be experimented with. You can think of a webinar as an online presentation or show which can be used to demonstrate products or services, host a Q&A or even have a roundtable discussion. With webinars, the user is able to learn how to get more out of the tool, and, in return, businesses get more active users. There is no point in selling anything during the session, as there is no conversion in a traditional sense. Rather, the idea is to bring value to the spectator and to solve his or her problem. Therefore, you can bring reputable experts to your webinars, to take one step towards brand loyalty. Likewise, while webinars are primarily visual mediums, audio-only webinars do exist, and audio content can easily be extracted and reused elsewhere.

Anchor App

The anchor is a growing iOS and Android app that is steadily attracting podcasters and radio station hosts. With it, you can record and manage a station with ethereal audio content that expires after twenty-four hours. You can also archive content before it expires, which turns it into a podcast with episodes that are always available to your audience. Anchor content — or “Waves” — can also be accessed via smart home assistants, or via in-vehicle interfaces. Anchor also provides a service that enables you to set up a podcast on popular podcasting platforms like iTunes and Google Play using your archived Anchor content. Lifehacker has taken advantage of this service, launching their Anchor-native podcast.

Alexa Skills

As the popularity of Amazon’s line of Echo products increases, the nifty Alexa Skill needs less and less of an introduction. In essence, they’re apps that function through audio commands made to your Amazon Echo device. Therefore, you can leverage Alexa skills to create a list of signals that can help users to reach out to your business, when in need. All they have to do is say their name and your company name to their Alexa-powered device and you can get notified via Slack. It’s also worth noting that while Alexa Skills are currently the most popular smart home assistant apps, Google Home and Apple Homepod equivalents will also be big players in 2018 and beyond.


Audiograms make audio content easier to share across social media and give some vibrancy to your content that would otherwise give listeners nothing to look at as they listen. WNYC, the radio and podcast station enjoys the use of audiograms, releasing their own audiogram generator which is free and accessible via Github. The station published a Medium post shortly after making their tool public, stating that their Twitter research shows that the average engagement level for an audiogram is “8x higher than a non-audiogram tweet.” On Facebook, they are seeing some audiograms outperform photos and links by 58 percent and 83 percent respectively.

Voice Search

According to Comscore, 50 percent of all web searches will be voice searches by 2020, and that’s again thanks in part to smart home assistants as well as smart virtual assistants like Siri and Cortana. Voice search optimization has thus emerged as a way for brands to ensure that, when consumers ask Siri about a question, it’s their web page that pops up with the best answer. The renowned SEO company Yoast has laid out some foundations for a voice search optimization, explaining that content writers should take into account the “Five W’s” when writing content intended for voice searches: The five Ws encompass the five primary ways humans ask questions when it comes to searching with their voice; who, what, when, where, why and how.


(All photographs are courtesy of the original owners unless otherwise indicated)

Filed under: Brand Marketing

Artificial Intelligence Can Help Further Develop Creativity? Here’s How

Posted July 3, 2018 by admedia @ 3:13 am

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Thanks to computational creatives, Artificial Intelligence (also known as AI) can produce real design outputs. This further strengthens the notion that AI is not a foreboding future but an interesting reality. On the other hand, advertising is facing an existential crisis, which is fueled by intransigence and denial. Furthermore, traditional agency CEOs continue to regard the machinery around them as an alien technology that is capable of an extinction event and haunted by Artificial Intelligence rampaging through departments, decimating jobs and ultimately: creativity. However, Artificial Intelligence has the capabilities to enhance the traditional decision-making through data-driven insights. Here’s how Artificial Intelligence can further help develop creativity.

How is Artificial Intelligence Disrupting Marketing?

Today, the number of marketing channels is growing significantly, whether we talk about retail, online, social, flash sales, or even mobile. Therefore, marketing decisions too, need to be faster and out-of-the-box. However, the focus and excitement continue to be on how machine learning and AI can help marketers connect with their customers, without much discussion about how the fundamental rules of marketing can assimilate the integration of digitization, big data, and Artificial Intelligence. While, there is a high dependency on analytics to extract insights and developing strategies to measure the impact of various marketing actions, both machine learning, and Artificial Intelligence are can be helpful in automating tasks, especially in the creative aspects of marketing.

Artificial Intelligence as a Creative Marketing Tool

Selecting Images

Artificial Intelligence can decide whether an image fits or not by analyzing its content. AI can also offer hyper-personalized selection and ranking filters based on unique user requirements. Technologies, which run on deep neural networks are also able to scan multiple images, choose the best pieces and combine them to create the desired image.

Storytelling And Video Content

Self-learning algorithms can be trained to write scripts, stories, produce music videos and edit content based on distinctive interests of users. AI-based tools can develop copy for commercials, ads, and other marketing campaigns. In addition, Artificial Intelligence-based copywriters can help to check content quality by analyzing writing style, text, grammar, tone, and punctuation.

Virtual Experiences

Experiential marketing can be a beneficial strategy for improving sales. Sharing real-life experiences between brand and its customers can help marketers develop a strong relationship. Both AI and VR-AR are capable of creating powerful, engaging and layered experiences. Therefore, AI can help connect users to brands via life-like virtual interactions. It is important to know here that AI  may be assisting the marketer in the creative aspects. However, its application can help automate repetitive/operational tasks. This clearly indicates that AI can help free up a lot of time spent on mundane tasks so that marketers can focus on being creative, ideate and innovate!

Filed under: Brand Marketing

A Complete Guide to Instagram Ad Sizes for 2018 – Know Them

Posted June 21, 2018 by admedia @ 1:50 am

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Instagram has become the forefront for industries investing in Advertisement lately. From its user-friendly story feed to its awesome video feature, it is the place for people who love trend in their lifestyle. Instagram provides these unique features not only to the user but also to the marketers who are provided with audiences of various demographics. Though the user assessment and unique Ad features remain almost easy, Instagram has made it easier to join its platform for business purposes also. So, once you have been added as a Business Instagrammer, you need to know the Instagram Ad Sizes in order to advertise. Here is a detailed guide to Instagram Ad Sizes for 2018-

Instagram Ad Sizes for 2018 – Landscape Image (1200 x 628)

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While uploading the Landscape images on Instagram, do note that these images are generally wider and will not take the traditional full square of the Instagram Post. It has been studied by the Chicago School of Media Theory which explains the Landscape art. The Landscape art is a representation of mountains, prairies or inland scenery to focus more on the spectator. They have unique feature and purpose as well to show the entire scene and not just one or single post. This type of images is ideal for brands which like to capture the best sceneries in the world or say they use it for photojournalism. Here are the guidelines to the same-

  • Instagram landscape image ad size is 1200 x 628 pixels.
  • The proper aspect ratio is 1.9:1.
  • All formats should be either JPG or PNG.
  • The image files are 30MB max.
  • All image and video captions max are 2,200 characters, but 125 is recommended.

Instagram Ad Sizes for 2018 – Square Images (1080 x 1080)

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Landscape Images are good, but they cover most of the space for the overall post layout. They mostly focus on the width and hence the size matters. That is where the Square Images for Instagram work profusely. It does not use all the space provided per post. Here you don’t require to limit your scenic images to landscape, but the Square format will not let it down. Here are the guidelines to the Images –

  • Instagram square image ad size is 1080 x 1080 pixels.
  • The proper aspect ratio is 1:1.

Instagram Ad Sizes for 2018 – Vertical Image (600 x 750)

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The vertical image size is the most popular photo size on Instagram and is mostly used by the general population. This is due to the fact it’s what your image is preset to when you snap an image on the app or upload one. As far as the specifications are concerned, overall ratio and resolution change only. Here are the Image guidelines-

  • Instagram vertical image ad size is 600 x 750 pixels minimum resolution (1936 x 1936 pixels maximum resolution).
  • The proper aspect ratio is 4:5.

Instagram Ad Sizes for Videos

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Around 25% of all the media that gets uploaded on Instagram are single video features. The popularity has surged for these videos nowadays. The popularity of video isn’t just surging on Instagram either. But to make sure you’re on top of your video strategy, you must ensure you’re using the correct sizes and specs. So, what should be the ideal resolution for Instagram Video Ads?

Instagram Ad Sizes for 2018 – Landscape Videos (600 x 315)

These kinds of videos are very popular and have same scenic influence also. Here are the guidelines for Instagram Video Ads –

  • Instagram landscape video Ad is 600 x 315 pixels (minimum).
  • The proper aspect ratio is 1:91:1.
  • Recommended video formats include MP4 and MOV.
  • Max video size for all formats is 4GB.
  • Max video length for all formats is 60 seconds.
  • Video max frames are 30fps for all formats.

Instagram Ad Sizes for 2018 – Square Videos (600 x 600)

Not much changes when you select the Instagram square video format. Pay attention to how your ad and call to action appear on a mobile device–not to crop anything important in the actual video. Here are the guidelines for the video ads-

  • Instagram square video ad is 600 x 600 pixels (minimum).
  • The proper aspect ratio is 1:1.
Filed under: Advertising,Brand Marketing

Some Social Media Strategies to Improve Ad Performance – Part 1

Posted June 18, 2018 by admedia @ 1:07 am

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Social Media has been at the forefront of the revolution surrounding the Ad performance. But despite everything at a place with a wonderful Ad Template, is your ad not showing the reach it should have? With new ad algorithm in Place for Facebook, does your brand still lag the kind of response it should get? Well, this is certainly the case with Facebook with the brand pages showing a 20% decline in engagement since the start of the year due to the data breach scandal. The costs pertaining to the engagement on the social media has been ever increasing. This is why the brands need to be tactical and smart with their paid social approach. Check out some of the social media strategies to Improve Ad performance of the brand you own.

Why Do Brands Rely much on Social Media to Improve Ad Performance?

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Indeed, Social Media has been to much help to brands in improving their ad performance. It is an exciting way to target audiences on specific networks through demographic information. This is done in order to let the consumers see the brands in their feed. The ad algorithm works really well when done right. The question is, are you doing that right? Only pushing paid content in random ways won’t sell on Facebook unless they have real possibilities. In time, you would require some social media strategies to Improve Ad performance for your brand. It would require to be in cognizance with your ad spend, content selection, targeting frequency and audience demographics as well. So, let’s check out how you can improve Ad performance to help ease the fading organic reach.

Clear and Best Campaign Objectives

While opting for ad placement on Social Media sites, your brand should have a clear-cut objective. You can start by asking a basic question- What’s the goal of your social Media Advertising Strategy? Do you want to spend money with blind social media advertising? That is why you must always prioritize your goals and objectives of the company to attract the best of the audiences. All the brands won’t have same objective and hence they need to act differently. Some of the most common paid social media objectives are –

  • Increase Traffic
  • Increase Visibility
  • Increase Engagement
  • Increase Lead Generation
  • Increase Sales

Selection of Social Platforms to Improve Ad Performance

After having accomplished the clear objective, its time to pick the social media platforms that you will use for your ad campaigns.  There’s plenty of benefits to use one network over another. However, you have to understand each business has its own unique reasons to promote on certain platforms. Here’s a few immediate key questions to consider:

  • Is this channel performing well organically for me?
  • Does this channel’s demographics match my brand?
  • Do our competitors target users on this network?
  • Does my target audience consistently engage here? Does my ad format (multi-photo, video, GIF, etc.) fit the platform?

Instagram has an excellent coverage for all the prospects discussed above while Facebook has a global reach of more than 2 billion people. But it would depend on the social media team of the brand to adjust their demographics based on what they are selling and who their audiences are.


Filed under: Advertising,Brand Marketing

Top Facebook Marketing Tips to Earn More Money

Posted June 15, 2018 by admedia @ 3:40 am

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Social Media has become one of the most important places to earn money and Facebook tops the chart as usual. Though having marred with controversies surrounding the data breach, Facebook has continued to step up its Marketing activities to make more money for the brands. So, if you have a specific brand that is user-centric and has been on the rise, Facebook can make it rich the highest levels of success in the lowest possible times also. Check out some of the top Facebook marketing tips to make money in quick time. Learn the New tricks which can make your brands friendly and in all the ways more money minting.

Top Facebook Marketing Tips – Set Up a Dynamic Facebook Business Page

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Before you flex your muscles on the pedestal of Facebook, it is important that you make a Facebook Business Page to list yourself as a brand. You need to set up the page in order to let Facebook know that you have a business to sell here. You can create six different types of pages here which is based on Local Business or Place, Brand or Product or anything of such kind. A Facebook tutorial would guide you to fill the form and some basic information about the business you are offering here. And you are ready. Here you can give vital information about your business from the setting head setting on the page. You can edit the page, change the template and convert the page from standard to Business one.

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This will give you access to a customizable call-to-action button (see: top right of the above image) and several other seemingly small but business-friendly features. You would require equipping your page with unique username, a profile picture (170×170) and a cover photo or video (820×312). Use the About Tab to fill information about your company and the business – what you’re about, where your customers can find you, how they can get in touch, and your hours of open service.

Facebook Messenger Bots for Customer Service

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Social Media Sites have quickly become the center for customer service by the brands. Facebook uses the Facebook Messenger Bots for customer service while also promoting it. To set it, you would be required to visit the Facebook’s Page on the Messenger Bots. Make sure you get back to the user with a more detailed response, but that auto-reply in itself is huge. Customers and prospects really look at your brand’s response time when determining whether or not to reach out. And that initial, immediate response cuts down response times substantially. But Messenger chatbots have not been fully tested and sometimes they get ahead of the user intent and steer customers and prospects the conversations.

Top Facebook Marketing Tips – Organic Posting

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It is always important that there be organic posting during the time you remain as a seller on the Facebook. In the recent years, the reach rate among businesses that post organically on Facebook has lingered around 2.6%. 93% of the advertisers on social media use Facebook primarily. So the news feed has become more competitive day by day. But if you have some astounding organic postings left, it would make things easier for your brand.  Also important is the change in the News Feed feature of the Facebook. It changed its algorithm to bring more user-friendly contents from friends and family and less business/marketing content. Post a lot of organic content but that should not be too much in number. It should be just enough for the readers to be always interested.

Filed under: Advertising,Brand Marketing

Twitter Impressions – Everything You Must Know About It

Posted June 14, 2018 by admedia @ 12:18 am

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Twitter is at the center of the business for every brand. And Twitter Metrics are put in place to determine the twitter impressions on the list. If this is combined with other metrics, you can actually track and get an idea of how far the tweets have gone. These impressions are also the indicators of the presence of brand on the Internet. But these are not the only metric you should depend on. Let us check out how much important are the Twitter Impressions and other metrics like reach and engagement.

Difference between Twitter Impressions and Reach

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It is a readily available metric to all the Twitter accounts with a setting adjustment. When you enable Twitter’s Native Tools and analytics for your personal or business account, you will be able to see the activity per Tweet also. In the bottom of each Tweet, a small graphic icon will appear. Upon opening it, the data related to the Tweet will be shown including the Twitter Impressions and Total engagement. You can check out this feature both from the mobile and web versions as well. But the question arising here – What are Twitter Impressions?

Impressions are a total tally of the times the Tweet was seen by other people on Twitter. This includes the time it appears on one of the followers’ timeline but also the times it has appeared in search or times when someone likes the tweet. But the impressions do not count when someone may have seen the Tweet through an embed on a website or some Third-party platforms. It only counts when you see it on Twitter itself. Using the Twitter Impressions, you will be able to see the performance of the Tweets performed over time. It can give you the organic data analytics for the Tweets performed over time and also for promoted impressions and tweets as well. Here you can also filter the impressions by a date range and top tweets performed.

How does the Twitter Impressions and Engagement Rate Interact?

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If it is an ideal tweet, it will both have a high impression number and a high engagement rate. If the tweets have both, it means that the tweet spread far and was relevant enough for people to engage with. You can thus track the performance of tweet to the average over the month. You can also calculate engagement rate by dividing the number of engagements by the number of impressions. Engagement includes any way someone interacts with a Tweet, including but not limited to, Retweets, clicks, and Likes. If the Impression is low, it means that your followers might be inactive while a high impression with a low engagement rate indicates that you must improve the relativity of the tweet.

Possible Ways to Increase Twitter Impressions

Here are some of the possible ways in which you can increase and shoot your twitter impressions –

More engagement with Brands, Influencers, and Followers

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The easiest ways to increase the impressions is to increase the engagement also. Here you would require interacting with other industry brands while finding some influencers and talking to them to get the perfect tweet. Find the top followers in your account and interact with them. For engaging with your followers or potential followers, don’t just stop at responding to questions. Converse with them on Tweets they post. The more you engage, the more impressions you’ll have.

Consistency in Posting a Variety of Content

You must post content in a regular manner. By now, you’ve probably already heard about the 80/20 rule. This states that essentially 80% of your content should be non-branded. That 80% is a large chunk of content, which you can fill up with educational info, industry news, and conversation starters.

Improving the Media of Tweet

Tweets with large media items are likely to catch your eye first as compared to low case media. If you are posting branded content, consider improving your media. Whether it means creating some branding guidelines or hiring a videographer, quality media grabs attention. The Twitter image should be minimum of 440 x 220 pixels (2:1 ratio) and horizontally centered to avoid odd cropping.


Filed under: Advertising,Brand Marketing

Negative Keyword: How Important Are They for Generating ROI?

Posted June 8, 2018 by admedia @ 12:29 am

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Keyword setting is extremely important for generating ROI. But most importantly, determining the profitable keywords which can generate good revenue is the major target of the Brands and the companies. On the other hand, creating relevant ad groups and landing pages is crucial in the times of paid search. But unless you have more money, you must eliminate Some keywords and thus, searchers—who aren’t looking for the products or services you provide. That is where negative keywords come into play.

What are these Negative Keywords?

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The Negative Keywords are those set of keywords which prevent your ad from showing to people who search for content related to those words. If you are effectively using paid search management, then it means the expansion of Keywords you are bidding on while also refining the keywords you have already bid onto maximize relevance. As a result, it will directly impact the ROI. The negative keywords ensure that your ads reach the best potential audiences. These can also be assigned to the account or campaign and the ad group level. Understanding how these match types work is imperative if you want to maximize the value of negative keywords in your AdWords and Bing ad accounts.

Benefits associated with Adding Negative Keywords

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Given the change in the algorithm of Google, Negative Keywords can varieties of benefits –

  1. It Improves the Click-Through Rate (CTR) – If you ensure that your ads are based on irrelevant queries, then its getting exposed through your account to fewer uninterested impressions. This means that CTR will increase comprehensively.
  2. It Creates More Relevant Ad Groups – if you cut out the keywords which are not related to your business, it will secure the relevance of your ad group. The small and closely related ad group will allow a single message that speaks to the entire group of keywords.
  3. Saving on Investment – now with negative keywords, you avoid paying for useless clicks and save money for your business. You can also avoid bidding against yourself, cannibalizing impressions and watering down your keyword-level data.
  4. It Increases the Conversion Rates– Negative keywords will ensure that your ads don’t show for terms that you know won’t convert. Like the names of competitors or those that convey a total lack of commercial intent.

How Should You Add Negative Keywords in Your Content?

Discovering negative keywords has been a laborious process, involving sitting around and brainstorming (which only gets you so far) or poring through search query reports in Google AdWords. While using AdWords, you can add them. Go over to the ‘Keywords’ tab in the AdWords UI at the account, campaign or ad group level. The default interface here will allow you to look at the keywords you’re bidding on. To see this information, click “Search Terms” at the top of the UI.

Creating Lists of Negative Keywords

Let’s face it: an AdWords account built solely on exact match keywords probably isn’t even effective if you’re Ford or BMW. As such, you need to rely on broad and phrase match keywords to ensure adequate search volume and uncover new opportunities. There is, of course, a downside to this sort of fishing expedition: you’re probably competing for the same impressions across campaigns.

Filed under: Advertising,Brand Marketing

Some Important Takeaways from Mary Meeker’s 2018 Internet Trends Report

Posted June 7, 2018 by admedia @ 2:44 am


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Mary Meeker’s 2018 Internet Trends Report is out and it’s a total understanding of the industry norms which has trended in the entire year. It focuses on the entire regimen for understanding the norms for internet happening in the financial year for 2017. There are some entities that have gathered momentum while some lack on various front. This report is a testament to the changing business regulation amidst tougher Data Protection codes in countries, the most important of them being the GDPR. Check out the major points to remember in the Mary Meeker’s 2018 Internet Trends Report here –

Mary Meeker’s 2018 Internet Trends Report – The World is Under Privacy Grip

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The whole world is going gaga over the Data Privacy – an important norm in the management of data notions. Meeker terms this as a Privacy Paradox: The Internet Companies want User data in return for low-priced services, the Users increase their time on these internet companies based on their perceived value of said services. On the other hands, the regulators want to ensure that the data is not misused. And Meeker said it’s key for internet companies to understand the unintended consequences of their products and that regulators understand the unintended consequences of regulation.

Mary Meeker’s 2018 Internet Trends Report – eCommerce is all about Amazon in the US

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With Walmart seeing a downslide, Amazon has become a Godzilla of ecommerce services. Ecommerce has seen a general 16 percent year on year growth with around $450 billion in the U.S. Ecommerce is now at 13 percent of retail sales. Amazon has continued to grow amidst all that followed by US President Donald Trump. in 2017, it was at 28 percent share with $129 billion gross merchandise volume (GMV) versus $52 billion GMV in 2013, or a 20 percent share.

Mary Meeker’s 2018 Internet Trends Report – Social Media is the best place to sell

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Social Media has become the greatest game changer for marketing these days. With more than 3 billion active users, it’s the place to sell if your brand is active there. Facebook leads the pack with around 78 percent people discovering products on that platform followed by Instagram and Pinterest at 59 percent. Twitter and Snapchat come at a later stage with 34 percent and 22 percent share in consumer discovery. People tend to read reviews before going on to buy the products.

Mary Meeker’s 2018 Internet Trends Report – Subscription services are doing fine too

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When it comes to product purchases, many are evolving from buying to subscribing via services like Netflix, which, at 118 million subscribers in 2017, saw 25 percent growth, and Spotify, which, at 71 million subscribers, saw 48 percent growth. Newcomer Peloton had 172,000 subscribers in 2017, which marked a whopping 173 percent growth. Subscription services are appealing because they offer access, selection, price, experience, and personalization.

Mary Meeker’s 2018 Internet Trends Report – Transformation in Digital Media

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Digital Media and the OTT Services have started to dominate now with excellent services and giving TV a tough competition as well. Amazon Prime, Netflix, and Hulu have started to dominate the online Digital Media with varieties of services and shows at subscription model listed above. TV has failed to give them competition as a retiring medium where the response is meek.

Mary Meeker’s 2018 Internet Trends Report – Amazon Vs. Alibaba – The Winner?

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Amazon has received some tough competition from Chinese conglomerate Alibaba in the recent years. In the year 2017, Alibaba posted a higher gross market value at $701 billion (to Amazon’s $225 billion) while Amazon had higher revenue ($178 billion to Alibaba’s $34 billion). But in China, Amazon has received serious flak and the retail version of Alibaba has taken hold to some extent. It is extending its services in Pakistan, Indonesia, India, and Singapore and that means Amazon has something to lose.

U.S. consumers are broke.

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U.S. consumers are struggling to make ends meet with household debt at its highest level ever and rising. Compared to Q3 2008, student loan debt is up 126 percent, auto debt is up 51 percent and mortgage debt is down 4 percent. The personal savings rate is also falling at 3 percent (versus 12 percent 50 years ago) and the debt-to-annual-income ratio is rising at 22 percent (versus 15 percent in 1968).

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