How Successful Brands Use Digital Marketing to Target Millennials

Marketing to Millennials Qiigo BlogThere is no market segment more attractive — or more perplexing — to modern brands than millennials. Consumers aged 18 to 34 are now the largest consumer demographic in the United States and are spending upwards of $600 billion each year on products and services. But unlike their parents and grandparents, millennials are highly resistant to traditional marketing avenues.

So how do successful brands reach millennial consumers? They harness the power of digital marketing.

Brands with digital savvy are dominating the millennial market. By coordinating their online, mobile, and social strategies, smart brands are generating loyal, avid customers among millennial consumers.

If your brand sees room for growth among millennials, your brand’s digital marketing game plan will be critical to growing your business. Here’s how your brand can harness the power of digital marketing to target millennials in 2017.

Triangulate Your Digital Marketing Game Plan

Millennials’ online habits are fractured, scattered across a range of devices and networks. More than any other demographic, millennials are comfortable switching back and forth between devices, sites, and apps. For brands, this means that a successful digital marketing strategy for millennials must be a coordinated effort. When marketing to millennials online, a triangulated strategy across desktop, mobile, and social platforms is essential.

Successful brands create a cohesive, multi-platform experience for millennial users. This means a seamless experience as millennials research brands on mobile browsers, track their reviews on social networks, and move to desktop computers to make a final transaction.

With Millennials, Give More to Get More

Unlike millennials, baby boomers and generation Xers were raised on one-way media. Old media, including newspapers, magazines, radio, movies, and television, lacked interactivity. But for generation Y, the interactive nature of the internet has shaped the purchasing behaviors of younger consumers.

This means that when millennials interact with brands, they expect a more give-and-take experience than their parents and grandparents did. To attract and retain millennial consumers, brands need to build an appealing, personable identity and find ways to offer value through their online content. Whether that’s by maintaining a slick social media presence or operating an information-packed blog, you can get more by giving more through your digital marketing channels.

Micro-Target with Social Segments

Millennials have a habit of baffling brands for one simple reason — brands tend to approach Millennials the way they approached past generations: as a monolith. But millennials are a more socially diverse and fragmented generation than any other. As a result, taking a broad approach to the Millennial market is counterproductive more often than not.

But in the internet age, a fragmented market is a benefit for smart brands, not a stumbling block. That’s because it’s now easier than ever to micro-target your brand’s top prospects. Millennials define themselves by their social circles, and by micro-targeting Millennials through social segmentation, you’ll be able to match your brand’s digital marketing efforts to the users who are most in tune with who your brand is and what your brand does.

Capture the attention of millennial consumers with help from the digital marketing experts at Qiigo. Call us today at (888) 673-1212 to get started.

Facebook Ads: Spending, Engagement, and CPMs Up; CPCs Down

facebook adsBusinesses that lean heavily on Facebook for advertising will be excited by news out of third quarter social media marketing reports this year. These reports show that spending on Facebook ads not only continues to grow but is also providing higher value for brands that use the network as a social media marketing channel.

Examining Facebook Ad Trends for Q3 2016

Reports on Facebook’s third-quarter figures showed a consensus on trends across the network’s advertising platform. Across available reports, spending, click-through rates, and costs-per-impression have climbed over quarter three of 2015, while costs-per-click have decreased in that time span.

Here are some of the numbers highlighted by this quarter’s social media marketing reports:

  • Spending on Facebook ads increased by 45% between Q3 of 2015 and Q3 of 2016.
  • Over the same period, the average CTR has climbed by 14%.
  • CPMs have climbed by as much as 38% over this period.
  • Meanwhile, CPCs have actually fallen by as much as 25%.

Retargeted Ads, Audience Network Driving Growth

Two specific drivers have been singled out by social media marketing experts as key to the success of Facebook’s ad program: retargeted ads and Facebook’s Audience Network.

Dynamic product ads, Facebook’s name for its retargeted ad program, accounted for 42% of all Facebook ad clicks in 2016’s third quarter. Spending on retargeted ads rose from 8% of all spending in third quarter of 2015 to 21% in this past quarter.

Meanwhile, Facebook’s Audience Network has allowed the social network to significantly boost traffic numbers. Since 2014, Facebook has been growing its Audience Network, a network of partner sites that host Facebook ads off of the site. By expanding the Audience Network, Facebook has been able to generate a significantly higher number of non-native impressions and clicks, all without seriously compromising its native user experience.

Increased Performance Good News for SMBs

One group sure to be smiling about the third quarter numbers will be small and medium business owners. Recent surveys have found that social media marketing has become the number one marketing channel for owners of SMBs — and second place isn’t even close.

According to one September poll, social media marketing is the first choice of SMBs for both increasing brand awareness and generating revenue. More than 40% of respondents selected social media as their primary marketing channel for both of these goals. Print advertising was second, with less than 15% of respondents naming it their primary channel.

Looking to build your brand’s social media marketing presence on Facebook? If so, Qiigo can help. Call us today at (888) 673-1212 to get started.

 

Mobile Ad Spending to Top $70 Billion within 5 Years

mobile marketing qiigoOver the past ten years, the mobile ad market has exploded in a way that few could have predicted. With a smartphone in everyone’s pocket, purse, or hand, there are few better channels for reaching high-quality leads, and the market has responded.

So, it should come as no surprise that the growth in mobile ad spending is expected to continue into the 2020s. According to a new report by BIA/Kelsey, that growth will be substantial. In the next five years, the BIA/Kelsey report projects mobile ad spending to more than double, swelling from an estimated $32.6 billion in 2016 to just over $72 billion by 2021.

Here are some of the highlights from their data:

Growth Expected Across Mobile Ad Channels

According to BIA/Kelsey’s data, mobile ad spending is expected to grow across all mobile ad channels. The report covers five specific channels — traditional display, search, messaging, traditional video, and native/social — with each channel expected to grow over the next five years.

Here’s how the projected data breaks down channel by channel:

  • Traditional Display: $5.1 billion in 2016; $12.9 billion in 2021; five-year growth of 152.9%
  • Search: $14.2 billion in 2016; $23.4 billion in 2021; five-year growth of 64.7%
  • Messaging: $350 million in 2016; $4.5 billion in 2021; five-year growth of 1185.7%
  • Traditional Video: $2.8 billion in 2016; $7.2 billion in 2021; five-year growth of 157.1%
  • Native/Social: $10.2 billion in 2016; $24.2 billion in 2021; five-year growth of 137.2%

Local-Targeted Mobile Ad Spending to Rise

The BIA/Kelsey report was part of a broader report on local-targeted advertising. BIA/Kelsey project that mobile will be the fastest growing segment of the local-targeted advertising market over the next five year. In their projections for local-targeted mobile ad spending, the team behind the report found that spending was set to grow from $12 billion in 2016 to $32 billion in 2021.

According to the report, the major driver of growth across mobile ad spending is the ability to target high-intent consumers. Mobile advertising allows brands to micro-target users in a way that traditional ad channels cannot match. The report also notes that location-targeted ads come at a premium, which drives higher overall spending.

What does this mean for brands? First, brands should prepare to bulk up their mobile ad budgets in upcoming years. Second, brands should be prepared for the costs of mobile ads to drive increased spending. Third, brands should continue to look to Google and Facebook for mobile ad opportunities, as both brands continue to swallow up mobile advertising market share.

Looking to grow your brand’s impact with mobile ads? The team at Qiigo can help. Call us today at (888) 673-1212 to speak with our mobile marketing experts about how you can improve your brand’s mobile marketing efforts.

Yahoo Produces Innovative Mobile Marketing Ad Format

yahoo.com

The internet marketing community is abuzz with the announcement Yahoo Tiles, the new mobile marketing ad format out from Yahoo. While Yahoo’s limited mobile audience will hold back the impact of Yahoo’s new format, mobile marketing teams believe that Tiles could potentially signal the next wave of mobile ad design.

Format Includes 360-Image Capabilities

So, what sets Yahoo Tiles apart from other mobile ad formats? Most notably, Tiles offers the ability to make ads that include 360 degree images. This could be hugely beneficial for mobile marketing of products like shoes, purses, or sports equipment, where users could be tempted to take a look at advertised products more closely. The format also includes video ad capability, optimized for mobile devices.

Yahoo Tiles has drawn comparisons to a similar ad formats that have been developed by smaller companies in recent months. However, Tiles represents the largest-reaching format to yet offer these kinds of advanced capabilities.

Yahoo Audience to Limit Impact

Despite the exciting possibilities offered by Yahoo Tiles, most in the mobile marketing industry consider it a step in the right direction, but not a total game changer. This is because the format is limited to Yahoo’s Gemini and Brightroll advertising platforms.

Unfortunately, Yahoo does not have a strong mobile following. The company’s inability to attract mobile users has been one of the most common criticisms leveled at Yahoo and CEO Marissa Meyer in recent months. Since earlier this year, Yahoo has been up for sale, now a shadow of its former self.

With Yahoo’s mobile audience so limited, and with few reasons to believe that’s due to change in the near future, Yahoo Tiles may simply be a great idea in the wrong hands. While it seems like it may be a useful tool, so long as it’s a Yahoo property, ads using the Tiles format will not reach the vast majority of mobile users.

Looking to jumpstart your brand’s mobile marketing efforts? Turn to the experts at Qiigo for all of your mobile marketing needs. Call (888) 673-1212 today to find out how our mobile wizards can get you noticed on any platform and any device.

Digital Marketing Trends of 2016

digital marketing trends

We’re just over a month into 2016, and already we’re seeing big changes and trends in digital marketing – some that have already happened, and some that are on the horizon.

According to industry experts, 2016 will be a transformative year for the industry. In 2016, digital advertising will eclipse TV advertising for the first time in history. Meanwhile, mobile continues to show explosive growth, as top CMO’s continue to shift resources toward mobile ads, mobile search, and mobile content.

With this in mind, here are three digital marketing trends to watch out for as the year develops.

Digital Advertising Leaves Traditional Channels in Dust

Digital marketing already outstrips traditional marketing in many major markets. But 2016 will mark the first year where digital advertising channels take over worldwide.

While digital has long ago overtaken print advertising, TV has remained a juggernaut in the advertising industry. That’s due to change in the upcoming months, as digital channels will become the biggest, most valuable medium for advertisers in 2016.

The Details:

  • The internet is already the world’s biggest advertising platform in 50% of major markets
  • Web advertising spending is projected increase 12.2% in 2016 vs. a 2.1% increase for TV
  • Consumers now spend 5 hours and 38 minutes on the internet each day, more than all other media channels combined

Mobile Gains Continue at Rapid Pace

No trend in digital marketing has been a bigger game changer in the past decade than the rise of mobile marketing. Mobile shows no signs of slowing on the path to digital dominance. In fact, more Google searches are now performed through mobile than desktop in the US.

While mobile is expanding at a rapid rate, experts believe mobile marketing will expand even faster over the next four years. In fact, mobile marketing budgets are expected to increase by over 20% in 2016, one of the largest sector increases in the marketing industry.

The Details:

  • Studies of consumer behavior show that 51% of digital time is spent on mobile devices, compared to 42% on desktops and laptops
  • Mobile accounted for 49% of digital ad spending in 2015
  • According to projections, that figure will increase to 60.4% in 2016

B2C Businesses to Make Big Digital Push

Trends show that digital marketing is expected to make major strides across all categories in 2016. However, B2C businesses are expected to show particularly robust growth. Digital marketing trend reports show that B2C service and product vendors are both expected to substantially increase their investments in digital channels this upcoming year.

The details:

  • B2C service vendors plan to increase digital marketing budgets by 14%
  • B2C product vendors plan to make even larger investments, upping budgets by 20%

Looking for guidance on your next digital marketing initiative? Give Qiigo a call at (404) 496-6841. Our experts can help you navigate digital marketing trends and position your brand for digital and mobile success.

Internet Ad Revenues Up 19%

internet ad revenue2014-2015

According to a recent report, the Interactive Advertising Bureau (IAB) states that internet ad revenues in the U.S. grew to $27.5 billion over the first six months of 2015. This represents a 19% jump compared to the $23.1 billion in the same period in 2014.

The IAB’s “Internet Advertising Revenue Report” revealed that internet ad revenues grew by 22.5% in 2015’s second quarter compared to the same period in 2014. This year’s number was $14.3 billion, compared to $11.7 billion in Q2 2014, representing an 8.5% advancement in 2015’s first quarter.

Representatives of the IAB stated that consumers have been adjusting their media and purchasing habits. The use of digital and mobile devices have helped to influence these changes.

The report went on to state that mobile revenues are up to $8.2 billion at the half year mark in 2015, which is up 54% compared to the $5.3 billion in the first six months of 2014. Mobile ad revenue now covers 30% of internet advertising revenues, a 23% increase from the half year mark in 2014.

Digital video revenue, at $2 billion, is up 35% from 2014 to 2015. While social media revenues are up to $4.4 billion in the first half of 2015, 51% greater than in the same six months of 2014.

The remaining half of advertising revenues consist of the same three categories as previous years, including retail at 22% and both automotive and financial services at 13%.

Display ad revenue is up 5% in the first six months of 2015 compared to 2014, at $6.8 billion, compared to $6.5 billion over the same period in 2014. Display ad revenue accounts for 25% of all digital ad revenue.

Nielsen Research Declares Millennials the Most Trusting Advertising Audience

millennials advertising

A new Nielsen survey discovered that millennials (age 21-34) easily have the greatest levels of trust in advertising regardless of the format. Millennials are also the age group most likely to trust online and mobile advertising. Nielsen notes that this is a logical finding, as this generation “came of age with the Internet.”

Millennials trust well above the averages reported by Nielsen in varying formats beyond just online and mobile advertising. Nielsen states that, “they show the highest levels of trust in 18 of 19 advertising formats/channels.” They went on to report that this includes magazines, TV, newspapers, and other advertising channels.

The Nielsen report went on to declare that “millennials consume media differently that their older counterparts”, noting their ability and understanding of how to govern what they read and watch, as well as in what format. President of Nielsen Expanded Verticals, Randall Beard, went on to state, “But even if they rely less heavily on traditional channels, their trust and willingness to act on these formats remains high.”

This study reinforces the notion that a multi-channel marketing approach is the best way to reach audiences. Qiigo can help you integrate online and mobile advertising into your current media plans.

Facebook Makes Form Fills Super Easy

Filling out forms on your mobile device is never easy. Flipping between keyboards for numbers or characters makes the process time consuming and open to errors. Facebook is making it easier than ever for consumers and businesses to share information via mobile devices.

Facebook’s new Lead Ads auto populates forms based on a user’s Facebook account data. The Lead Ads product has been in the testing phase since June and was rolled out to the general advertiser population in early October.

Leads Ads work on the simple concept that auto filled forms are quick and easy to submit. When using this product, consumers will see the name and email address they’ve provided to Facebook automatically provided in the form’s fields. Consumers can update or change any fields making it easy to customize the information provided to businesses. If everything looks good, the consumer only has to click the ad then click submit to complete the form.

facebook lead ads

On the advertiser side, Facebook has added the ability to include open ended and multiple choice questions to make it easier to get to the information they need. Advertisers can also add a disclaimer to the form if desired.

Advertisers are forbidden from sharing or selling the data they receive to third parties. Only the advertiser will have access to data submitted via Facebook forms.

With the typical mobile form taking 38% longer to complete than a traditional desktop form, the advent of Leads Ads should make it easier for consumers to supply information and easier for advertisers to get leads from potential customers.

More information on Facebook Leads Ads can be found here.

Digital to Capture 25% Share in 2016

Digital marketing continues to show significant gains in share of advertising spend. Carat recently released updated projections for 2015 and 2016 showing digital as second in spend only to television. Some highlights from the recently released projections include:

  • Digital ad spend projected to account for 23.9% of share in 2015 and 25.9% share in 2016.
  • Digital ad spend in 2015 is expected to hit $17.1 billion.
  • TV continues to lead global market share with 42.2% in 2015 and 41.7% in 2016.
  • Newspapers and magazines will continue to decline in market share through 2016.
  • Newspapers are expected to capture 12.8% share in 2015 and 11.8% share in 2016.
  • Magazines share is expected to drop from 7.3% in 2014 to 6.4% in 2016.
  • Radio (6.6%), cinema (0.5%) and outdoor (7.1%) are all expected to maintain market share between 2015 and 2016.

digital market share 2016

These projections are based on a survey of 59 global markets.

This study shows that global ad spend is on the rise with only a few media demonstrating negative market growth. With a quarter of the worldwide population using smartphones, increases in ad spend and market growth are only expected to increase in the future. The impact of digital advertising will only increase as more and more people rely on their smartphone as their primary source of information.

If your brand is looking for digital ad solutions, call Qiigo today at (404) 496-6841. Our proven online marketing solutions give you the digital presence you need to drive sales.

Facebook and Twitter to Capture Third of US Digital Display Market by 2017

US digital display 2015-2017

2015 and 2017 projections for US digital display ad totals are out. eMarketer predicts that Facebook and Twitter will combine to account for approximately 33.7% of the US digital display market, or approximately $12.57 billion, by 2017. Total US digital display ad spend is expected to hit $37.36 billion in 2017.

This year’s numbers are looking positive for US digital display ad spend. Spending is expected to hit $27 billion in 2015 with Facebook’s portion totaling $6.82 billion, or about 25% market share.

Twitter is expected to capture 5% market share in 2015 or $1.34 billion. Facebook and Twitter’s market share is expected to continue rising through 2017. By 2017, Facebook should have nearly 27% market share and Twitter should rise to almost 7% market share.

The gains seen by Facebook and Twitter will largely be attributed to mobile marketing. Mobile ad revenues are expected to exceed desktop ad revenues for the first time ever in 2015.

eMarketer projects Google’s market share to remain relatively stable in 2015, at 13%, compared to its 13.7% share in 2014. By 2017 though, Google’s share is projected to decline to 11.1%.

Does your company have a solid strategy for reaching mobile customers and marketing via social media? Call Qiigo at (404) 496-6841 to get a jump on social media and mobile marketing success.