Five big bets on the future of digital (acquisition) marketing

Five big bets on the future of digital (acquisition) marketing
SHARE
THIS


What best describes you?

With globalisation at an all time high, you can go to the far reaches of the globe and still stumble across a McDonald’s, Subway, Zara, and Vodafone. 

We can get from one side of the earth to the other without too much fuss, yet there are still big differences in the stage of development of different countries’ digital marketing industries.

Cutting through the contrived complexity that often surrounds digital marketing, there are five key developments that should be on every marketer’s mind, these are by no means exhaustive but will help deliver tangible results, positive ROI and ultimately client satisfaction.

Get plugged into an exchange

Real time bidding (RTB) display is growing quickly – with two key benefits; it applies impression by impression bidding, thereby effectively applying search precision to display ads, for the first time display can truly compete with search. The other industry it steals from is banking, using exchanges to trade media, thereby opening up huge tracts of inventory for advertisers, smart targeting and retargeting meaning users are more likely to purchase. Google and Facebook have their own exchanges, smart digital agencies building trading desks. With small overall percentages now, growth is continuing swiftly. Get close to this stuff; in 10 years all media will be bought in this way so watch this space. 

Facebook – massive engagement, will ad revenue catch up with time spent?

Facebook's revenue growth is impressive as is the amount of time people spend on the platform, especially on mobile devices. Finally the ads are getting smarter, take a look down the right hand side of your feed, at least half will be relevant to you. It will never be Google, but it's a smart addition to the digital mix and offers an alternative when struggling with CPAs in search. 

Device differentiation is a temporary state of mind

Is a 7" Galaxy Note a tablet or a phone? The lines are blurred across devices. User behaviour is synchronising across tablet and desktop, Google no longer differentiates the two when it comes to Adwords. While a true mobile user journey still differs from desktop, it's important for business to cater for each device. Think responsive design when it comes to building sites, it'll cost a bit more but accommodating for users on all machines will pay off in the long run. Volume of searches from mobile/tablet has leapt from 10 to near 50% in three years, it's only going to continue in that way. Subsequently, don’t restrict your market to only desktops – you may lose them. 

Link building is dead – long live link building 

Content is king. Google hates SEO – whether they are slapping penalties on those who they believe to have infringed their linking rules or they're pushing everything natural below the home page. So we should stop trying to get sites to link back from us? Absolutely not. Links are still the number one factor when it comes to Google ranking a site in natural search. What's required is content, good quality fresh relevant content on your site, on other sites and on social channels. Keep linking content back, but put the user at the heart off everything you do. Make the content interesting, sticky and shareable and you'll reap rewards. 

Can Google hold off pretenders to the CPC crown?

Never underestimate the might of Google and particularly Adwords. Since Larry Page took over as CEO a couple of years ago they've raised what was a pretty high bar even further in terms of innovation. While those around them continue to define their proposition, Google’s armoury gets more powerful. Quite literally dozens of new product developments are released every month, recently from a massive enhanced campaign switch over at the turn of the year, to image ads to making product listing ads paid products. Most impressively though, responding to advertisers finding core generic terms prohibitively expensive, they've started adding user segments.

Demographics and returning users is now key, allowing advertisers to control how much they pay to appear against different types of users. Bid more for the ones they want, don't bother with the ones they don't. It's really no wonder their share price recently went flying past $1000.

Frightening? Maybe. Important? Most certainly. Make the most of it. 

Luke Smith is founder of search marketing agency Croud.            

Please login with linkedin to comment

Latest News

Four Questions About Connected TVs Everyone Is Asking – Answered
  • Opinion

Four Questions About Connected TVs Everyone Is Asking – Answered

In this guest post, the ANZ country manager for martceh firm dataxu, Matthew Joyce (pictured below), says almost half of Australians have a connected TV and he takes a look at what that means for brands and advertisers… Four in 10 of us have smart TVs at home, and of that, 70 per per cent are Connected TVs (CTV). […]

Opinion

by B&T Magazine

B&T Magazine
TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture
  • Media

TV Production Firm Crocmedia Hires Nine’s Tim Cleary For New Venture

Crocmedia has announced the launch of Rainmaker, a dedicated TV production services business to be headed by former Head of Programming and Production at Channel Nine, Tim Cleary. Cleary will draw on his 25 years in the industry to spearhead the creation of bespoke new shows for distribution both in Australia and overseas under the Rainmaker […]

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]