Brand new research by ClickZ, in collaboration with Kenshoo, has identified the key trends among advertisers for this holiday season. With 46% of advertisers set to spend more than they did last year and a further 46% set to spend "at least the same amount", a host of new trends and tactics will play out over this vital ecommerce period.
This report will reveal a host of exclusive findings, including:
- Where - and how much - brands plan to spend this holiday season
- How and why plans have changed since 2017
- How digital marketing strategies differ across industries
- The role of Amazon Advertising over the holidays
- The new tactics advertisers are planning to employ, across search and social
Top 3 Content Marketing Trends For 2017 And BeyondPlan 5 d.o.o.
The document summarizes the opinions of 25 experts on the top content marketing trends for 2017 and beyond. Some of the most common trends predicted include:
- A focus on quality over quantity and more efficient content creation.
- Increased investment in visual content like video and emerging formats such as virtual reality.
- Marketers will need to better measure the impact of content and tie it to business metrics like demand generation.
In December 2017, the Winterberry Group in partnership with DMA and IAB’s Data Center of Excellence, published “The State of Data 2017,” which revealed that in 2017, U.S.-based marketers, publishers, and other data users invested $20.29 billion on third-party audience data and related services and solutions.
This follow-up report published by the same groups, is aimed at showing how those organizations are applying those investments to capitalize on the value inherent in data as a potential driver of decisioning, messaging and superior customer experiences across all advertising and marketing functions.
Social media marketing planning guide for 2016Prayukth K V
The document provides guidance for social media marketing planning in 2016. It begins with a look back at trends from 2015, such as the continued growth of video consumption and user-generated content. It also discusses trends that will likely continue in 2016, such as increasing emphasis on real-time content sharing, influencer marketing, and shorter paths to purchase through social platforms. The document then provides tips and considerations for social marketers to focus on in 2016, such as benchmarking competitors' campaigns, investing in social analytics, and prioritizing community engagement over follower counts.
Digital Marketing Megatrends - Breaking Taboos and NormsGeorgiana Ghiciuc
It’s that time of the year again when we look back at 2017, gaze at the things that impacted the digital marketing scenario, and look ahead into what the future holds. We predict that 2018 will bring bigger, bolder changes to the world of digital marketing.
Break taboos and norms with our 10 digital marketing megatrends for 2018. Check them out, and you might have a chance of survival in the digital marketing “sharktank”.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
This document provides a summary of key findings from Klear's 2020 Influencer Pricing Report, which analyzed data from over 4,800 Instagram influencers. The report found that:
1) Influencer rates were largely unchanged from 2019 to 2020, except for celebrity influencers who saw a 13-23% increase.
2) Influencers aged 18-24 have the highest average rates, while influencers in the UK earn the most on average.
3) Female influencers make up 84% of the industry but earn $128 less than male influencers on average.
4) Fashion and beauty influencer rates dropped 15-18% from 2019 to 2020. Influencer marketing provides
Social Media Marketing For SMBs In 2016: The NumbersSEOReseller.com
Mobile users accessed the Facebook app over 2.72 billion times per month in 2016. Global social media users were estimated to reach nearly 6 billion by 2019, with Facebook having over 1.7 billion monthly active users. Social media advertising revenue grew from $7 billion in 2014 to $10.9 billion in 2015 and was estimated to continue growing.
This document discusses how digital asset management is key to effective content marketing in today's media landscape. It argues that digital asset management can provide three "tickets" to successful content marketing: integration, optimization, and accessibility. Integration refers to bringing together internal teams and external partners to collaborate on asset production. Optimization means streamlining workflows and facilitating connections between dispersed teams. Accessibility is about making assets easily searchable and usable for all relevant parties. The document advocates for digital asset management systems that provide these three features to help brands keep up with increasing demands for real-time, multi-channel content marketing.
2016 Digital Marketing Playbook - SIS Annual AdditionSISDigital
Supercharge your 2016 Digital Marketing with agency proven techniques. Included are strategies on content marketing, Virtual Reality, Ad-Blocking, SEO, Hyper-Local, Digital Advertising on Facebook, Instagram and what's next for Snapchat. This is our biggest guide ever, so enjoy!
The Smart Hotelier’s Guide to 2017 Digital Marketing Budget PlanningTuristenístico
This document provides recommendations for creating a 2017 digital marketing budget for the hospitality industry. It discusses key factors to consider, including the importance of direct bookings and reaching consumers across devices. It recommends organizing the budget into three categories: year-round direct response marketing, seasonal/targeted campaigns, and assets/strategy/operations. For year-round initiatives, it recommends investing in search engine optimization, search engine marketing, display advertising, email marketing, and data-driven personalized marketing. The document provides best practices and considerations for each initiative.
2021 is in full swing, so we wanted to check in with marketers to see how a new year has changed their programs and their outlook. Here’s what we learned.
This document summarizes the results of a survey of over 900 senior-level marketers about how they are redefining success and integrating the customer journey. Key findings include:
- 86% of marketers agree that creating a cohesive customer journey across channels is important. However, only 40% use the term "customer journey".
- Companies with fully integrated customer data were most effective at creating a cohesive customer journey (97% effective).
- Mobile technologies like apps, SMS, and push notifications were highly effective but over 50% of B2B marketers do not plan to use mobile in their strategies.
- Collaboration, marketing analytics, CRM tools, and content management were rated as most important and
Online Advertising by the Numbers: 2013-2016Wishpond
Are you investing in online advertising? Should you be?
The newest data from ZenithOptimedia gives us the most accurate look at where online advertising has come from and where it's going.
Is mobile advertising the future? Or social media advertising?
Should you still be investing in traditional advertising like newspaper, radio, and outdoor?
Learn the answers in "Online Advertising by the Numbers: 2013-2016"
By 2016, advertisers will spend $77 billion on interactive marketing, reaching 35% of all advertising spend. Search marketing will remain the largest segment but lose share as budgets shift to display advertising, mobile marketing, and social media. Display advertising will see strong growth, rallying from marketers shifting budgets from search due to increasing keyword costs. Mobile marketing will overtake email and social media spending by 2011, growing at a 38% compound annual rate as smartphone and tablet adoption increases consumer time with mobile devices.
In this piece from Raconteur - The Social Business, Shoutlet discusses why a consolidated approach from marketing and IT will drive results from social media efforts.
Mobile marketing is becoming a key differentiator for brands in 2016. While most brands are trying to mobilize ads, few are fully integrating mobile into their overall marketing strategies. Leading mobile marketers in 2016 will measure mobile's impact across channels, see it as a way to differentiate their brand, and increase mobile investments to up to 20% of budgets. The gap between mobile web and app experiences is shrinking as push notifications come to mobile web and the experience improves. Messaging apps will increasingly become alternative ecosystems to Android and iOS as they morph into platforms. Marketers should create strategies for "borrowing" moments in the apps that command most consumer time.
The document is a report on the state of B2B lead generation in 2021. It finds that most companies (66%) plan to increase spending on online lead generation in 2021 as the importance of digital channels has grown during the pandemic. Leaders in online lead generation, defined as those with good or excellent ROI from it, are more likely to be increasing their budgets (87% vs 67% of others). Leaders also generate a higher portion of their sales online (35% vs 28% for others) and are more likely to invest in marketing automation technology.
This document summarizes key digital marketing trends for 2018. It predicts that half of global advertising budgets will be spent online by 2020. It also outlines that machines will take on more roles in digital marketing like customer segmentation and email generation. One of the biggest trends is video marketing as consumers demand more interactive content on mobile. The document concludes that digital marketing is rapidly changing and 2018 will see new technologies, trends, and an increased focus on localization, voice search, mobile, security, and personalized targeting through data analysis.
The document discusses marketing concepts and trends. It introduces the 4 P's of marketing - product, price, place, and promotion. It then outlines several concepts in marketing and analyzes recent trends, including increased focus on customer experience, more effective measurement of marketing outcomes, greater use of video and social media, personalized marketing, and emerging technologies like chatbots and artificial intelligence. The conclusion emphasizes the challenges of influencing customers through creative marketing research and campaigns.
At GreenRoom, we’re master storytellers and digital doyens for some of the most innovative brands. Our award-winning public relations, social media and design teams craft integrated marketing campaigns that garner media attention across North America.
Vikki Bingham, Head of Client Development at Bilfinger GVA, discusses how data analytics is playing a more critical role in their client development strategy. Bilfinger GVA has been working to improve how they capture and utilize client data from both internal and external sources over the past 12 years. While progress has been made, Vikki sees opportunities to further automate reporting and improve user engagement with a system that more easily tracks and shares client information.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
8 B2B Marketing Trends for 2013 from hawkeyeJohn Tedstrom
1) The document summarizes 8 B2B marketing trends for 2013, including getting back to basics in understanding customers, blending digital and physical marketing, focusing on quality over quantity of content, using social CRM effectively, increasing collaboration between marketing and sales, leveraging big data, and others.
2) Key aspects are understanding customer needs and buying journeys, engaging customers across channels with a seamless experience, telling compelling stories through varied visual content, integrating social tools with CRM, and collaborating closely between teams.
3) Many trends involve using customer data to personalize engagement across channels.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
Similar to Digital Marketing Trends: 2018 Holiday Season - ClickZ/Kenshoo (6)
Emeritus Insights Live - AI & Business Strategy - 20th Apr 2023.pdfClark Boyd
What You Will Learn –
Understand the current landscape of AI in business and why now is the opportune moment to integrate AI into your organization.
Delve into the pros and cons of generative AI, exploring its potential benefits and drawbacks in various business applications.
Gain insights into real-life examples and case studies of businesses that have successfully integrated AI into their strategies, and learn from their experiences and outcomes.
Acquire the knowledge and tools necessary to analyze your company's readiness and potential for AI integration, taking into account your unique business context and objectives.
Explore future trends and developments in AI technology.
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
Clark Boyd - Neil Patel Traffic & Growth VIRTUAL SUMMIT - July 26-27, 2022Clark Boyd
Check out Clark Boyd's presentation from the 2022 Neil Patel Traffic & Growth Summit.
Technology is allowing people to express the full complexity of their decision-making process.
Consumers chang devices and they change their minds.
How can we use a framework to model this complexity, in a useful way? And what role does search marketing play?
The presentation covers:
The role of search marketing in the customer journey
Frameworks for understanding the new customer journey
How Search interacts with Social Media to deliver omnichannel marketing campaigns
EI + AI: Combining superpowers for even better results
How you can develop your skills to prepare for the future of search
Omnichannel Marketing: A Straight Talking GuideClark Boyd
Omnichannel marketing is an increasingly popular topic in digital marketing today.
And it is easy to see why: Customers expect to reach brands across different channels, both online and offline, and receive a consistent experience. An omnichannel strategy makes a brand fit-for-purpose for today's world, ready to delight customers.
The topic is still poorly understood, however. In this presentation, we will pin down the definition of omnichannel marketing before working through a blueprint that any brand can put into practice.
Unichannel, multichannel, omnichannel: What are the key differences?
Omnichannel and the customer journey
The 5 key components of an omnichannel strategy
Customer data
Technology
Partners
User experience
Measurement
How to create an omnichannel blueprint for your company
Data Visualization: A Marketing Superpower - Clark BoydClark Boyd
Digital marketers have plenty of data. Understanding and communicating all that data is the real challenge.
Marketers that master data visualization will be highly valuable in future. This presentation walks you through the best practices and a 4-step process for simpler, more effective data visualizations.
American Marketing Assocation 2021 Marketing Week - Clark Boyd KeynoteClark Boyd
The digital marketing world is changing so quickly that it can be difficult to keep up. But if we focus on the macro-level forces that are shaping the industry, we are much better prepared for the technological and economic disruptions that come our way.
In this keynote speech, Clark Boyd starts with the broader forces at play, then sets three key digital marketing trends against this backdrop.
Discovery-Driven Digital Transformation - clark boyd 2021Clark Boyd
Digital transformation is amorphous for most of us. Is it about technology? Culture? Business models? New skills?
In reality, digital transformation will mean something different to every business. But that means a lot of important details slip through the cracks.
This presentation aims to add some shape to the digital transformation process with the discovery-driven methodology proposed by Rita McGrath at Columbia University Business School.
Digitalise your SME business: Digital marketing for the Covid/post-Covid eraClark Boyd
SMEs contribute a huge amount to overall GDP in the European Union. Although 2020 has brought challenges, it has also brought opportunities for these businesses to accelerate digital transformation for 2021. Consumers will continue to buy products and services from small and medium-sized enterprises, but their behaviours and demands have changed and SMEs must adapt.
This workshop will discuss the impact of Covid on e-commerce, before providing digital marketing tips for small business in search and social media.
Visual Search - Digital Marketing Institute, June 2020 - Clark BoydClark Boyd
Pinterest, Google, Facebook, and Amazon are all investing heavily in visual search technology.
In future, we will have a virtual wardrobe and these huge companies can act as our personal, AI stylists.
For now, consumers are getting used to shopping with visual search.
In this presentation, we'll cover:
- What is visual search?
- Why does visual search matter?
- How are people using visual search today?
- How can marketers start to engage their audience through images?
- Looking ahead: What Google, Facebook, and Amazon visual search will look like in future.
The social media landscape is all-encompassing today. We view our lives through a lens and these social networks decide what we see.
TikTok, Instagram, YouTube, and many others vie for our precious attention. What are we to make of this?
This presentation covers:
- Why we use social media.
- The established Western platforms: Facebook, Instagram, YouTube, Pinterest, Twitter.
- The rising challengers: TikTok, Byte.
- Changing engagements: What does success look like?
- 4 predictions for the future.
Google looks a lot more colourful these days. In fact, it is starting to look a lot like Pinterest.
How does this affect our search journeys? And what does that mean for the SEO industry?
Let's take a look.
Google Discovery Ads allow brands to reach their audience across YouTube, Gmail, and Discover with mobile-friendly, visual content.
This extends the reach of Google Ads into the 'inspiration' phase of the consumer journey that Facebook and other social networks dominate.
But how do Google Discovery Ads work? This short, snappy guide will get you up to speed.
What is it that makes people trust social media influencers?
Why are we persuaded to buy products by people we don't know?
The essence of influence is hard to pin down, but it is important if we want to understand how modern social media operates.
Predictive Analytics: How it Can Revolutionize Retail Marketing StrategyClark Boyd
Predictive analytics is at the core of machine learning applications in the retail industry. By using historical data, retailers can calculate lifetime value, optimize inventory, and even identify new product opportunities.
This presentation looks at how predictive analytics can be applied, using the example of Nike.
This document summarizes 15 visions for future cities from 1800 to 2015, including floating cities, underwater cities, domed cities, and a city on the moon. Some of the earlier concepts include a floating balloon city over France (1800), a planned utopia around Niagara Falls (1894), and visions of aerial or underwater cities from the 1900 Paris World Exhibition. More recent ideas encompass decentralized cities (1935), floating cities above Paris (1960s), a domed Manhattan (1960s), redeveloping Tokyo Bay (1960), and semi-submerged structures in East London (2014).
What Is Machine Learning? And, How Can I Use It For Digital Marketing?Clark Boyd
Machine learning is a subset of artificial intelligence that can learn from vast data sets, make accurate predictions, and even take decisions. That makes it a hugely powerful tool for digital marketing, along with other area of technology. In particular, machine learning can deliver better performance through remarketing.
This presentation covers:
- What is machine learning?
- How can machine learning deliver better marketing results?
- What is remarketing?
- How do machine learning and remarketing work together?
Columbia Business School Webinar - Marketing in the Age of AssistanceClark Boyd
Google, Amazon, Apple, Facebook, Microsoft, and many others, are all vying to be our digital assistant of choice.
This webinar (for Columbia Business School and Emeritus Institute of Management) presentation seeks to answer the following questions:
- Why are digital assistants such a big business priority for the world's biggest technology companies?
- Who uses this technology today, and what for?
- What are the challenges for this industry?
- How can companies use digital assistants to connect with their audience?
- What's next for Google and Amazon?
Google I/O 2019: 5 Google Lens Announcements from Day OneClark Boyd
Google Lens can now help users decide what to order at a restaurant by showing pictures and reviews of dishes from a menu. It can also automatically translate text into over 100 languages simply by pointing the camera. Recipes come to life through augmented reality by overlaying instructions on top of printed recipes. Google Lens is also available through Google Go to allow visually impaired users to access information simply by listening to text read aloud. Finally, Google is working to incorporate augmented reality into visual search results to allow users to interact with objects like shoes in 3D.
Digital Marketing Institute Webinar - Voice Search - April 25 2019 Clark Boyd
There has been a lot of hype about voice search, but this can distract brands from the real opportunities that this new technology provides.
As people talk to their devices in increasing numbers, brands need to listen and they need to respond effectively. Simply producing another FAQ page will not be sufficient as consumer expectations continue to rise.
This webinar will cover the following topics:
- Current voice search trends.
- Voice search myths.
- Tactics to increase voice search traffic today.
- How to prepare for the future of voice search..
InOrbit 2019 - The Global Role of Voice Search - Clark BoydClark Boyd
We hear a lot of hype about voice search, but how is it really changing the way consumers and brands interact? Is it creating new behaviors, or merely facilitating existing ones through a new medium?
This session will aim to go beyond the hype to look at the role voice search plays in different territories, with a clear view on what brands can do differently to achieve better results.
This discussion will dive into marketing analytics discussions and look at different parts of the analytics data offered and what you can do with the information in your content marketing strategy.
Key Takeaways:
What the most important data metrics are to overview
How to turn data analytics into actionable next steps in your content strategy
When to check in with your analytics to not overwhelm yourself
The three stories all A/E/C marketers must master are: About Me, About My Firm, and Whom We've Helped. Presented by David Lecours at the SMPS Amplify Conference 2024 in Salt Lake City, UT
Podvertise.fm - Podcast Advertising Marketplace (Invest.Podvertise.fm) helping brands, SMBs & marketing agencies to advertise on the most relevant podcasts
Feeling the pressure to deliver more with your Go-To-Market (GTM) marketing budgets? Set your GTM motion up for success when you and your teams identify and analyze competitors' wins and misses, then adapt and apply these insights, ultimately improving conversion rates and marketing ROI. You’ll help them answer questions such as:- How can we optimize our customer journey?- What could make our messaging more powerful?- Are we targeting the right audience with these ads?Through real-world examples and actionable advice, this session will equip you to turn competitive intelligence into a potent tool for achieving superior marketing results and maximizing the impact of every dollar spent on GTM marketing strategies - before, during, and after launch.
TAM AdEx-Quarterly Report on Digital Advertising_2024.pdfSocial Samosa
According to the report, the most popular method for pushing ads on digital platforms was Twitter Display, which accounted for 39% of all ad impressions.
samsung frametv campaign .pdf by pooja patni ( ppt )piapatni26
S A M S U N G ’ S # F R A M E T V C A M PA I G N
I N T RO D U C T I O N O F C A M PA I G N
Samsung’s Frame Tv campaign aspires to reinvent home
entertainment by merging cutting -edge technology and
creative beauty.
This campaign portrays the television as more than simply a
device for watching material; it is also a configurable piece of
art that complements home design. O V E RV I E W
•The campaign highlights the Frame Tv’s
unique ability to change into a digital art
display while not in use, with customizable
bezels to match a variety of interior styles.
•It emphasizes Samsung’s creativity in
combining technology andart,appealing to
both tech fans and design -conscious
customers.
C A M PA I G N S T R AT E G Y
Influencers and media: working with interior
designers, artists , and lifestyle influencers to
exhibit the Frame TV in a variety of context.
Storytelling: emphasizing the TV’s dual use as
an entertainment device and an art showcase.
Events and pop -ups: creating pop -up galleries
and virtual tours for potential customers to
see The Frame Tv. M E D I A M A R K E T I N G & I T S I M PA C T
Platforms used include social
networking, video commercials,
and digital advertisement.
Engagement strategies include
teasers, user generated content, and
behind -the-scenes peeks at the
Frame Tv’s design and functioning. •Sales growth: sales increased significantly
because of the unique selling proposition.
•Brand perception: improved brand
perception, establishing Samsung as a
leader in innovative and design.
•Market differentiation: successfully
separated from competitors by combining
technology and art. K E Y S U C C E S S F A C T O R
Innovative features include Art mode, adjustable
frames, and smart TV capabilities.
Aesthetic Appeal: the television merges in with
home décor and serves as an art piece.
User experience: high -quality digital artwork and
easy smart features improve the viewing
experience.
F U T U R E M I L E S T O N E S
•Expanding Art store: increasing the number of artworks
offered on The Frame TV .
•Enhanced customization: more bezel options and
personalized art curation.
•Smart home integration: connecting The Frame TV to other
smart home devices.
C O N C L U S I O N
Samsung's The Frame TV campaign is an excellent example of
smart marketing that combines technology and aesthetics.
Samsung has set a new standard in the home entertainment
business by emphasizing the product's distinguishing qualities
and appealing to a wide range of consumers, resulting in
increased sales and brand recognition.
Brand Marketers, let’s get you back in control and feeling confident in your strategy. Discover how to build consistent and memorable brands, by mastering how and when we tell our stories.
Drawing on 8 years of research, Chirag will introduce you to the Brand Clarity Framework, designed to make your marketing more intentional and action-driven.
Known for his dynamic presentations, with over 7 million online views, Chirag will share 10+ real-world examples and provide actionable tools to help you navigate the complexities of brand marketing.
You’ll understand how to simplify your workflows, develop powerful narratives that resonate with different audiences (even your C Suite, haha), and return to a world in which brand marketing is intentional and fun, regardless of the platform.
3 Key Takeaways
The Brand Echo Theory - Streamline your marketing by focusing on a few key words that define your brand, reducing complexity and ensuring consistent audience recognition.
The 8 Resonance Brand Story Types - Master 8 essential brand stories that resonate with customers, stakeholders, and partners, creating powerful narratives that simplify your marketing efforts and ensure impactful communication.
The Brand Curiosity Model - Organize your marketing into manageable stages, using audience curiosity to guide them, resulting in a clear, focused strategy that maintains brand consistency across all platforms.
Cut Through the Noise to Drive More ConversionsVWO
Join Steve from Develo for an in-depth exploration of the HiPPO effect and its impact on CRO initiatives. Learn practical tips for launching your testing program, prioritizing tests effectively, and navigating stakeholder dynamics. Gain valuable insights from Develo's experiences in driving conversion rate optimization for a prominent fashion retailer.
Kutility Digital marketing Agency service PPTabhil40256
Kutility Digital Marketing Agency in Mira Road is your go-to partner for comprehensive digital marketing solutions. We offer a wide range of services to help your business thrive in the digital landscape:
SMS: Reach your audience instantly with our reliable bulk SMS services.
WhatBulk sApp API: Enhance your customer communication with our seamless WhatsApp API integration.
Bulk Call Service: Deliver your message directly to your customers with our efficient bulk call services.
Social Media Management: Boost your online presence and engage with your audience through our expert social media management.
Performance Marketing: Maximize your ROI with our data-driven performance marketing strategies.
Branding Service: Build a strong brand identity that resonates with your target audience.
Web Development: Create a stunning and functional website with our professional web development services.
SEO Service: Improve your search engine rankings and drive organic traffic to your site with our SEO expertise.
Content Writing: Communicate your message effectively with our high-quality content writing services.
Want to connect with us? Click the link below: https://kutility.com/
Call us on: +91 99200 51113
Content Atomization with LLMs unveils the transformative approach of breaking down existing content into smaller, highly targeted pieces, amplified through the power of Large Language Models (LLMs). This strategy enables marketers to maximize their content's reach and relevance across diverse channels and audience segments. In this presentation, we dive deep into leveraging LLMs to dissect comprehensive content into digestible, engaging elements that cater to specific interests and needs. Attendees will learn practical techniques for storytelling, content atomization, strategies for seamless integration across platforms, and insights on measuring the impact of atomized content. Emphasizing efficiency and effectiveness, this session is designed for marketers aiming to enhance their content strategy with AI-driven precision and scalability. Join us to explore the synergy of content atomization and LLMs in revolutionizing content marketing, ensuring your message resonates with precision across the digital landscape.
Key Takeaways:
1. Efficient Content Utilization: Discover how to transform singular content pieces into a multitude of targeted, micro-content across various platforms, ensuring maximum utilization of every created piece.
2. Enhanced Audience Engagement: Learn strategies to tailor atomized content that resonates with different audience segments, significantly improving engagement rates by meeting diverse preferences and needs.
3. Streamlined Content Production: Understand how LLMs generate unique, high-quality micro-content at scale, significantly reducing production time and costs while maintaining consistency and quality.
Mailchimp- The Best Email Marketing Tool.pptxRakesh Jalan
Slide 1: Title Slide
Mailchimp: The Best Email Marketing Tool
Slide 2: Introduction
What is Email Marketing?
- A crucial digital marketing strategy that can boost sales significantly.
- Vital for targeting and nurturing prospects effectively.
Slide 3: Why Choose Mailchimp?
Mailchimp Overview:
- Leading Email Service Provider.
- Ideal for small businesses and startups.
- Provides comprehensive marketing solutions.
Slide 4: Audience Management
Key Features:
- Marketing CRM to build customer relationships.
- Create unlimited signup forms.
- Segment audiences for targeted campaigns.
- Use behavioral targeting and predicted demographics.
Slide 5: Creative Tools
Enhance Your Content:
- Content Studio for storing creatives and templates.
- AI-powered Creative Assistant for quick design creation.
- Dynamic Content for personalized email experiences.
- Subject Line Helper to boost open rates.
- Access to pre-designed campaign templates.
Slide 6: Marketing Automation
Automate Your Campaigns:
- Customer Journeys to create personalized workflows.
- Date-Based Automations for special events.
- Over 250+ integrations with other web apps.
Slide 7: Insights & Analysis
Optimize with Insights:
- Detailed reports for each campaign.
- Smart Recommendations for product promotion.
- A/B Testing to determine the best strategies.
- Surveys for valuable audience feedback.
- Content Optimizer to compare and improve content.
Slide 8: Benefits of Mailchimp
Pros:
- Free plan for up to 2000 contacts.
- Import custom email templates.
- Social Media Marketing and PPC Ads.
- Built-in photo editor and live preview.
- User-friendly interface.
Slide 9: Considerations
Cons:
- Becomes expensive as contact list grows.
- Free plan includes Mailchimp branding in email footers.
- Limited A/B Testing in the free plan.
- Phone support only available for premium plans.
- Not ideal for affiliate marketing.
Slide 10: Additional Features
Boost Online Presence:
- Website and online store builder.
- Appointment scheduling and domain services.
Slide 11: Pricing Overview
Mailchimp Pricing Plans:
- Free for up to 2000 contacts.
- Paid plans offer advanced features and customer support.
Slide 12: Conclusion
- Mailchimp is a powerful tool for starting and scaling email marketing campaigns.
- Offers a range of features from automation to insights and analysis.
Slide 13: Call to Action:
- Visit Digital Samaaj website for digital marketing courses in Hindi- https://digitalsamaaj.com
- Learn how to generate multiple income streams with low-risk investments.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
Demapro: Your Partner in Strategic Market Insightsarun mishra
Demapro is a premier market research company dedicated to providing businesses with actionable insights and strategic intelligence. Our mission is to empower organizations with the data and analysis needed to make informed decisions, drive growth, and stay ahead of the competition.
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Key Takeaways:
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2. In partnership with
Kenshoo, ClickZ presents
Digital Advertising Trends
for the 2018 Holiday
Season, a comprehensive
report based on a
survey of more than 300
marketers identifying
specifically where brands
will be spending, how this
spending differs from last
year’s, and what new media
formats are being utilized.
Within this report, we will
delve beyond the surface
of product announcements
to see what advertisers are
really prioritizing in their
holiday spending plans.
While Amazon edges
towards a central position in
the advertising landscape,
both Google and Facebook
have rolled out new
capabilities to improve
their respective advertising
offerings as well. Meanwhile,
Pinterest and Snapchat offer
an enticing complement
for brands seeking value
beyond the emerging triopoly
of Google, Facebook, and
Amazon.
In the process, the report
also reveals a number of
illuminating points about
how brands believe their
audiences will research,
compare, and purchase
products over the holidays.
Brands will naturally use
2017’s holiday performance
data as the yardstick for
2018’s projections, but that
also brings with it some
limitations. The context
has changed markedly
and there are plentiful new
opportunities out there for
those willing to experiment.
We aim to offer an additional
set of data points to feed
these plans by revealing
how the competition views
the market, from Facebook
Stories to Messenger ads,
from Amazon ads to Universal
App Campaigns (UACs).
As a result, we hope this
document will shed light on
the advertiser and consumer
trends that will define this
crucial sales period for so
many businesses.
Clark Boyd
Editor and Research Lead
Digital Advertising Trends for
the 2018 Holiday Season
ABOUT THE
REPORT
4. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
ABOUT THE
REPORT
FOREWORD
FROM KENSHOO
The holiday season has
always been a juggernaut
for both consumers
and advertisers, but in
today’s hyper-connected,
omnichannel environment,
the volume and complexity
of online advertising
continues to reach new
heights each year.
Fear of missing out isn’t just
a viral meme for social media
users anymore. It applies
equally well to marketers
trying to reach potential
customers across all sorts of
hashtags and all manner of
media platforms.
So how can we make
sense of it? As our industry
simultaneously monitors
signals and data trails from
dozens of disparate sources
and draws conclusions from
isolated anecdotes, we
thought the simplest thing to
do would be just to ask.
Kenshoo, in partnership with
ClickZ, interviewed more than
300 respondents across the
spectrum of digital marketing
and asked what they did last
year for holiday marketing,
what they’re doing this year,
and how they’re doing it.
Based on more than $10
million in advertising dollars
managed on our platform
every day, we know that
the search, social, and
ecommerce channels are
critical for marketers this time
of year, but how critical? And
how are they being affected
by new publishers and new
formats?
Our research will shine a light
on some of the hot topics
as we head into the colder
temperatures, including
adoption of publishers
and platforms, shifting of
spending priorities over time,
and the emerging realities of
our mobile world.
Much like Charles Dickens,
we see this effort as visiting
holidays past, present, and
future.
There are insights here that
may serve to validate your
own strategy. You may find
something that will help
you correct your course as
we barrel into the heart of
the season. And you will
get a better sense of the
trends that will drive digital
marketing into the future.
ABOUT KENSHOO
Kenshoo provides
best-of-breed, full-funnel
marketing activation on
the channels with highest
customer engagement,
including search, social,
and ecommerce, enabling
success by maximizing
channel impact and
customer lifetime value.
As the industry’s leading
and award-winning digital
marketing platform, Kenshoo
delivers opportunities to
re-engage and grow
customers across the world’s
leading publishers and all
devices.
1
5. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
ACKNOWLEDGEMENTS
Christi Olson
Head of Evangelism
Microsoft
Christi is the Head of Evangelism for Bing at Microsoft and is on the Board of Directors for the Search Engine
Marketing Professional Organization (SEMPO) and the University of Idaho School of Business. She has been
recognized by PPC Hero and her peers as one of the Top 25 Most Influential PPC Experts in 2018, 2017, 2016,
and 2015. Her love for digital has driven her to speak at hundreds of conferences including AdWeek, the American
Marketing Association, ClickZ and SEW, Digital Dealer, Digital Marketing Conference Series, SMX, PubCon,
HeroConf, and Search Insider Summit.
Andrew Spikes
Head of Global Paid Search
UPS
Andrew Spikes is currently the Head of Global Paid Search at UPS. He’s a performance marketing leader with
domain expertise in paid search, marketing strategy, and digital advertising. He currently oversees UPS’s global paid
search program (36 countries including the US) and leads the digital media planning and optimization for UPS’s
international digital marketing campaigns inclusive of programmatic display and video advertising, paid social, CRM,
and SEO. Prior to UPS, he held similar digital marketing roles at national advertising agencies, venture capital-
backed start-ups, and other Fortune 500 organizations.
Chris Costello
Senior Director of Marketing Research
Kenshoo
Chris is a marketing research and analysis professional with over 20 years of experience in digital marketing
measurement, online behavioral analysis and traditional market research, playing an integral role in solving real
problems with real data and providing clear courses of action in competitive business environments. At Kenshoo,
he leads the planning and execution of a research agenda that delivers exceptional marketing value and thought
leadership.
Nikolai Zeinokov
Ecommerce Director
Heineken
Recently included in Shopper Marketing’s “Who’s Who in Ecommerce 2017” and “Who’s Who in Digital
Marketing for Shoppers 2018,” Nikolai has more than 10 consecutive years of winning in CPG Ecommerce
and Digital Marketing. He’s worked in 16 different countries across Europe, Asia, and the Americas. His career
includes senior ecommerce positions in companies such as The Walt Disney Company, Kimberly-Clark, and
most recently Heineken USA.
Cindy Krum
CEO
MobileMoxie
Cindy Krum is the CEO and Founder of MobileMoxie, LLC, a mobile marketing consultancy and host of the
most cutting-edge online mobile marketing and SEO tool set on the market. She brings fresh and creative
ideas to her clients, providing on-site training and workshops, as well as speaking at national and international
conferences on a regular basis. Cindy is an active member of the search community. She is passionate about
bringing creative online marketing solutions to clients. Cindy is also the author of Mobile Marketing: Finding
Your Customers No Matter Where They Are, published by Que Publishing and now also available in German,
Italian, Korean, and Chinese.
Sissie Hsiao
VP of Product, Mobile App Advertising
Google
Sissie Hsiao is the global product leader for Google mobile advertising. She leads product strategy and
development for App monetization, reaching millions of apps and billions of app users. Her areas of
responsibility include building a global business, leading both advertiser and publisher facing components of in-
app advertising, as well as leadership on Google’s broader cross-device initiatives. Prior to her work on mobile
ads, Sissie led all of Google’s cross-channel measurement and attribution efforts, and brought Google Display
Network and DoubleClick for Advertisers measurement to Google Analytics.
Prior to Google, Sissie was a Lead Program Manager at Microsoft, launching multiple versions of Microsoft
Office PowerPoint. Sissie has a BS in Electrical Engineering and Computer Science from University of
California, Berkeley.
2
6. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Today’s consumer can
get exactly what they
want, whenever they
want it, instantly and
effortlessly—which
is changing how they
expect brands to
engage them.
“”
SISSIE HSIAO
VP OF PRODUCT, MOBILE APP ADVERTISING
GOOGLE
7. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
KEY
FINDINGS
Marketers continue to reward size and scale.
ClickZ research finds that 46% of brands plan to increase
spending for the 2018 holiday season as compared to last year,
46% will spend roughly the same amount, and only 8% of brands
will decrease their marketing budgets.
Platforms such as Twitter, Pinterest, and Snapchat will receive
more marketing dollars than they did last year. However, Google,
Facebook, Instagram, YouTube, and display continue to be the
primary beneficiaries of the general increase in spending. 46% of
brands surveyed reported increased spending on Google Search,
40% on Facebook, and 36% on Instagram.
Instagram and YouTube are on the rise.
Instagram and YouTube have seen the biggest growth in digital
marketing this year, percentage-wise. YouTube saw the biggest
jump in advertiser participation, with 33% of brands planning to run
ads on the platform this year compared to 26% in 2017. Instagram
follows closely, with an increase from 40% last year to 45% in
2018. This growth suggests that advertisers are understanding a
need to move to image- and video-based ads to engage modern
consumers.
The Facebook / Instagram combination is compelling for
advertisers.
Facebook as a company is experiencing increased user and
advertiser activity. Survey results reveal that Facebook as a
specific channel will see a slight dip in the number of active
advertisers this holiday season, with 72% of brands planning to
run ads on Facebook compared to the 75% of brands who did so
in 2017.
However, spending on Instagram, owned by Facebook, is
increasing. 56% of brands who plan to invest in Facebook are also
increasing their Instagram investment compared to 2017. So, while
we are seeing a slight decrease in brands who plan to advertise on
Facebook this year, the company as a whole will still experience a
sizeable net gain in advertiser activity.
4
8. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Social and search work together toward advertisers’ goals.
Surveyed brands were asked about their biggest considerations in social versus search
when planning their 2018 holiday marketing budgets. In analyzing our findings, it’s
important to note that search and social serve different user and advertiser purposes.
For example, where social leads in achieving conversion goals and reach, brands are
considering search a slightly more valuable component for ROI. So, while search and
social serve distinctly different functions, the two converge at the same point of making
money for brands.
Amazon ads are growing in importance for retailers.
There’s no doubt that Amazon needs to be taken seriously as an advertising giant, with
56% of retail or ecommerce brands planning to maintain or increase their Amazon
advertising budget this year.
Advertisers view Amazon as an important component of a holiday sales strategy,
alongside Google. While some reports say that budgets are shifting en masse from
Google to Amazon1
, the heightened demand of the holiday season means brands are
opting to cover all the bases. 86% of brands who plan to run ads on Amazon will also
do so on Google.
Social media “Stories” matter and advertisers are listening.
Facebook and Instagram have adopted their own versions of Stories, providing users
the chance to post without the pressure of getting “enough” likes and comments.
Advertisers are starting to notice and aren’t letting the Stories opportunity slip by. 38%
of brands state that they have included Facebook Stories in their holiday marketing
plans and 37% have included Instagram Stories, making these two of the most popular
new advertising opportunities for the 2018 holidays.
1
https://www.cnbc.com/2018/10/08/google-search-losing-
some-adverrtising-business-to-amazon-ad-sources.html
Pinterest and Snapchat offer expanded reach.
Big brands are rounding out their holiday marketing strategies this year by increasing
spending on historically smaller platforms. Though these platforms won’t experience
quite the same level of marketing spend this holiday season as Google, Facebook, and
Instagram, they are still being considered valuable marketing opportunities for both
sales and awareness.
Mobile leads the way.
As in years prior, spending on mobile marketing is on the rise. Consumers rely
increasingly more on their mobile devices than they do on their desktops. In fact, 73%
of brands believe advertising on mobile will be more important than on desktop for
sales and 70% believe it will be more important for brand awareness, confirming that
mobile’s significance is not restricted to certain strategies. Rather, mobile is where
brands need to be spending and innovating, no matter their objective.
As far as app advertising, Facebook remains the leader, and Apple trails behind
in second, barely nudging out Google in third. Where we might expect Google
to be another clear leader, according to our survey results Facebook and Apple
advertisements appear to be more popular with marketers who are looking to drive app
downloads and purchases this holiday season.
5
9. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
MARKETERS
CONTINUE TO
REWARD SIZE
AND SCALE
As the 2018 holiday season
nears, online shopping
carts grow fuller.
Businesses and consumers
alike continue to go digital,
and marketers are following
suit. With the seemingly
constant emergence of new
social, search, and shopping
platforms, we’re seeing the
spending of brand marketing
dollars increase and the net
of spending cast a little wider.
Overall, the survey results tell
us that brands are investing
more marketing dollars
everywhere, from smaller
platforms to large ones.
Though marketing
opportunities continue
to diversify and channels
such as YouTube, Twitter,
and Pinterest gain speed,
the spending gap between
the smaller channels and
the big players—Google
Search, Facebook, Instagram,
and display—continues to
increase, providing evidence
that marketers know what
channels work best and plan
to invest accordingly.
78% OF
RESPONDING
BRANDS WILL RUN
GOOGLE SEARCH
ADS THIS HOLIDAY
SEASON, 72%
WILL SPEND ON
FACEBOOK ADS,
45% WILL SPEND
ON INSTAGRAM,
AND 39% WILL
RUN DISPLAY
ADVERTISING
CAMPAIGNS.
6
10. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
The year-on-year trend is one
of modest growth for most
channels in terms of sheer
advertiser volume.
Figure 1. Via which
advertising channels /
publishers will your
company run ads for the
holiday season?
(2017 vs. 2018)
This growth is put into sharper
focus when we analyze the
budgets advertisers have set
aside for the 2018 holiday
season.
Looking at only the brands
who plan to invest in
advertising on each channel,
the overwhelming consensus
is that advertisers will grow
their spend compared to the
same period last year.
CHANNEL
Google Search 75.5%
Facebook 75.2%
Instagram 42.3%
Display advertising 36.6%
YouTube 26.3%
77.6% 2.1%
71.8% -3.4%
44.8% 4.6%
38.7% 2.1%
33.4% 7.1%
2017 2018 YOY CHANGE
Bing Search 24.8%
Google Shopping /
Product Listing Ads
25.7%
Twitter 23%
Amazon Marketing Services 11.8%
27.3% 2.5%
26.4% 0.7%
25.8% 2.8%
15.6% 3.8%
Other search engines 10.6%
Pinterest 9.4%
Bing Shopping /
Product Listing Ads 6.6%
Snapchat 4.8%
13.2% 2.6%
12.9% 3.5%
9.8% 3.2%
8.3% 3.5%
20182017
Figure 2. By how much is
your company planning to
increase budget over the
holiday season compared
with 2017 for the following
channels? (Methodology
note: Includes only
advertisers that plan to
invest in each channel.)
A very small minority plan to
decrease their investment this
year, too:
Figure 3. Is your company
planning to increase or
decrease budget over the
holiday season compared
with 2017 for the following
channels? (Increase vs.
decrease)
100%
75%
50%
25%
0%
GoogleSearch
Facebook
Instagram
Displayadvertising
YouTube
BingSearch
GoogleShopping/
ProductListingAds
Twitter
AmazonMarketing
Services
Pinterest
BingShopping/
ProductListingAds
Snapchat
80%
60%
40%
20%
0%
GoogleSearch
Facebook
Instagram
Displayadvertising
YouTube
BingSearch
GoogleShopping/
ProductListingAds
Twitter
AmazonMarketingServices
Othersearchengines
Pinterest
BingShopping/
ProductListingAds
Snapchat
Plan to increase
spend versus
last year
Plan to deacrease
spend versus last
year80%
60%
40%
20%
0%
GoogleSearch
Facebook
Instagram
Displayadvertising
YouTube
BingSearch
GoogleShopping/
ProductListingAds
Twitter
AmazonMarketing
Services
Pinterest
BingShopping/
ProductListingAds
Snapchat
7
11. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
With 63% of Instagram
advertisers due to increase
their investment in the
channel, the overall Facebook
share of the social media
space is more impressive than
ever.
From this, we can see that
advertisers know which
channels deliver the highest
return on the metrics that
matter to them. As a general
rule, if brands are running
ads on a channel this holiday
season, they plan to increase
their investment.
The stakes are high at such
a crucial period. Nikolai
Zeinokov notes, “Advertisers
are risk-averse when they know
they need to deliver on their
numbers.”
This trend also leads to the
question of the specific tactics
advertisers plan to employ.
Christi Olson of Microsoft notes,
“There will be consistency in
where brands spend their ad
dollars this year versus last year:
search, shopping, and social.
Specifically, we will see more
investment in remarketing
and audience targeting,
as new and more effective
capabilities take center
stage. Advertisers have really
seen the value of Shopping
campaigns from the high
levels of engagement they
receive, particularly when they
prioritize image quality.”
Advertisers will tend to use
last year’s performance
figures as a benchmark for
this holiday season, but this
can be a limited source of
data for a traffic or revenue
projection. Numerous factors
can affect the nature and
location of consumer demand,
which means brands need to
pace their budgets and move
to where their audience is
active.
Cindy Krum, CEO of
MobileMoxie adds, “This year
we have also seen the launch
of a range of new mobile
technologies, both in terms
of smartphones and smart
home devices. The majority
of these are voice-enabled
and those interactions will
provide tech companies with a
new data source to feed their
advertisements.”
CHANNEL
Google Search 54%
Facebook 50%
Instagram 63%
Display advertising 52%
YouTube 55%
6%
4%
4%
3%
4%
PLAN TO INCREASE
SPEND VERSUS
LAST YEAR
PLAN TO DECREASE
SPEND VERSUS
LAST YEAR
Bing Search 39%
Google Shopping /
Product Listing Ads
58%
Twitter 51%
Amazon Market Services 43%
5%
4%
4%
4%
Pinterest 71%
Bing Shopping /
Product Listing Ads
48%
Snapchat 48%
2%
10%
1%
While last year’s data is a
helpful barometer, new trends
and behaviors will arise as
this year’s holiday season
progresses.
Sissie Hsiao, VP of Product,
Mobile App Advertising at
Google, builds on this point
to reflect on what is now
a lengthy holiday spell for
consumers rather than just
a collection of individual,
landmark dates: “It’s tempting
to dedicate the majority of
your marketing resources
to the busy Black Friday-to-
Cyber Monday period, but
most holiday shoppers are
active from October through
the end of December. If you’re
mainly (or only) targeting
those days, you’ll miss the
chance to connect with many
potential customers. The
trends we’re noticing reveal
key information about holiday
shoppers’ behavior: they are
browsing and purchasing over
longer stretches of time, and
it’s more important than ever
for brands to be there for
them earlier in the season.”
Instagram and YouTube
are on the rise.
Though we’re still seeing most
of the dollars spent on the
usual suspects, percentage-
wise, Instagram and YouTube
have seen the biggest growth
this year.
Compared to last year,
marketing spending on
Instagram went up by 5
percentage points and on
YouTube by 7 percentage
points.
The rise in Instagram
advertising activity is led by
three industries in particular:
publishing, retail, and travel.
Figure 4. Will your company
run ads on Instagram this
holiday season? (2017
vs. 2018, segmented by
industry)
0% 10% 20% 30% 40%
Publishing
Retail
Travel
20182017
8
12. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
The average across all
industries for brands planning
to run ads on Instagram
is 45%, while the average
among publishing, retail,
and travel—the top three
industries advertising on the
platform—nears 55%. The
brands in these industries
are clearly paying attention to
where their customers are.
On average, publishing,
retail, and travel increased
their budgets by 12% this
year, indicating that these
industries are seeing bigger
opportunity for awareness
and sales on Instagram.
Marketers are realizing that
they need to up their game
if they want to be noticed
amid the quick scrolling and
searching that characterize
the consumer journey
today. Sponsored posts on
Instagram aim for the elusive
“thumb-stopping” quality that
causes a user to pause and
engage with the content.
On the YouTube side, brands
need to rise to the challenges
of the platform as well, finding
the right balance between
promoting awareness
while not disrupting user
experience with irrelevant ads
before every video.
Just 78% of the brands who
plan to run ads on YouTube
this holiday season also
ran ads on the platform
over the holidays in 2017.
Of those who did spend on
YouTube last year, 62% plan
to increase their level of
investment this year.
This leads to the question
of what role YouTube will
play in a holiday marketing
strategy. Looking only at
those advertisers who will
run YouTube ads this year, it
is clear that its potential to
drive brand awareness is a
significant draw.
46% of YouTube advertisers
see the video sharing platform
as an important medium for
increasing brand awareness,
just edging out Facebook
at 45%. This contrasts with
the overall list of responding
advertisers, of whom 72% say
Facebook will be an essential
brand awareness channel
over the holidays.
Figure 5. Which channel
will be most important
for your business for
BRAND AWARENESS
this holiday season?
(YouTube advertisers vs. all
advertisers)
80%
60%
40%
20%
0%
YT advertisers All advertisiers
YOU NEED THE
RIGHT TECH ON
THE BACK-END
TO ENABLE YOU
TO SCALE YOUR
ADVERTISING
STRATEGY AS NEW
IMPRESSIONS
OCCUR,
THROUGHOUT THE
COURSE OF EACH
DAY.
- CHRISTI OLSON
MICROSOFT
“”
The picture is markedly
different when we look at
the importance of YouTube
for sales among these same
advertisers.
Figure 6. Which channel
will be most important for
your business for SALES
this holiday season?
(YouTube advertisers only)
82% view Google Search as
an important sales channel,
followed by Facebook at
41%. Just 23% of brands
who will advertise on YouTube
feel it will be important
for increasing sales. This
sheds some light on the role
YouTube will play within a
wider holiday advertising
strategy, alongside
sales-driving activities.
This provides a very healthy
supplementary source of
revenues for Google and
Facebook, of course, while
also allowing the duopoly
to move directly into video
advertising.
The increase in marketing
spend on both Instagram
and YouTube this year tells
us that brands are following
user preferences for more
image- and video-based ads
and embracing these digital
marketing changes.
In the next section, ClickZ’s
survey results reveal an
evolving relationship between
Facebook and its legion of
advertisers.
75%
50%
25%
0%
CHANNEL
Google Search 82%
YouTube 23%
Facebook 41%
76%
11%
47%
YT
ADVERTISERS
ALL
ADVERTISERS
YT advertisers All advertisiers
9
13. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Ecommerce has blurred
the boundaries between
landmark dates; the
holiday season now
spans a period of
months.
“”
ANDREW SPIKES
HEAD OF GLOBAL PAID SEARCH
UPS
14. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
THE FACEBOOK /
INSTAGRAM
COMBINATION IS
COMPELLING FOR
ADVERTISERS
Facebook as a company
continues to experience
increased activity from
both users and advertisers.
ClickZ survey results reveal
that Facebook as a specific
channel will see a slight
dip in the number of active
advertisers this holiday
season, with 72% of brands
planning to run ads on
Facebook compared to the
75% of brands who did so in
2017.
This still places Facebook in
a very strong second position
in terms of advertiser volume,
behind only Google Search.
IN FACT, OF THE
72% OF BRANDS
WHO PLAN TO
ADVERTISE ON
FACEBOOK, 50%
PLAN TO INCREASE
THEIR BUDGETS
COMPARED TO
LAST YEAR.
11
15. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Figure 7. Is your company
planning to increase,
maintain, or decrease
its Facebook advertising
budget this holiday season,
compared with 2017?
Notably, 82% of retail brands
and 91% of travel companies
plan to advertise on Facebook
this year, making it the
number one advertising
channel for these two
industries in the 2018 holiday
season.
Figure 8. (Right) Will your
company run Facebook
ads this holiday season?
(Segmented by industry)
Year-on-year decreases in
Facebook activity are most
notable in the financial
services and technology
industries. These advertisers
report an increase in spend
for display advertising
and LinkedIn, which may
represent a more targeted
distribution of budget based
on their audience’s behaviors.
Moreover, Facebook trails
only Google Search in most
categories. When asked to
select up to three answers,
76% of brands say Google
Search will be the most
important channel for driving
sales this holiday season, with
Facebook coming in at 46%
and Google Shopping at 23%.
Figure 9. Which of the
following will be most
important for your
company to drive BRAND
AWARENESS and SALES
this holiday season?
Please select up to three.
80%
60%
40%
20%
0%
Google
Search
Facebook
Instagram
YouTube
Display
advertising
Awareness Sales
Increase
50%
Increased
significantly
since last year
20.4%
Same
42%
Decrease
8% Facebook also harbors a very
successful Instagram under
its wing. While Facebook may
be seeing a 3% decline in the
pure quantity of advertisers
this year, Instagram is seeing
a clear increase in brands
who plan to run ads on its
channel: 45% compared to
last year’s 40%. While this
falls short of the 72% of
brands planning to advertise
on Facebook, it’s obvious that
advertising on Instagram is
growing.
In fact, when looking at the
two platforms in relation to
each other, 94% of Instagram
advertisers will also run ads
on Facebook and 59% of
advertisers on Facebook say
they will also run Instagram
ads.
Figure 10. Will you run ads
on Facebook this holiday
season?
94% of Instagram
advertisers will advertise on
Facebook
68% of non-Instagram
advertisers will advertise on
Facebook
While users and advertisers
alike might be adjusting
their habits, Facebook as a
whole is still seeing positive
growth and activity from both
platforms.
In the next section, ClickZ’s
findings reveal that though
social and search function
differently, the two channels
can work together to
accomplish brand conversion
goals.
0% 100%
0% 100%
100%
75%
50%
25%
0%
Financial
Services
Media/Publishing
Professional
Services
Retail
Technology
Travel
12
16. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Search and social need
to work together, but
advertisers also need
to bear in mind that
consumer expectations
are different on each
channel.
“”
CHRISTI OLSON
HEAD OF EVANGELISM
MICROSOFT
17. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
SOCIAL AND
SEARCH WORK
TOGETHER TOWARD
ADVERTISERS’ GOALS
In our survey, brands
were asked about their
biggest considerations in
social versus search when
planning their 2018 holiday
marketing budgets.
In analyzing our findings, it’s
important to note that search
and social serve different
user purposes. Therefore,
advertisers will use the
channels to achieve different
goals.
For example, where social
edges out search in
conversion goals and reach,
brands are considering search
a slightly more valuable
component for ROI.
All to say, while search and
social serve distinctly different
functions, the two converge
at the same point of making
money for brands.
14
18. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Figure 11. Which of the
following will most affect
your advertising budget
this holiday season? Social
vs. search
Where once social was
primarily used for reach and
brand awareness, it is now a
pivotal channel for sales and
conversions as well.
Of course, the term
“conversion” has a broad
set of potential meanings,
from “liking” a brand page to
visiting the brand’s website
and making a purchase.
Nonetheless, these results
make clear that social is a
fundamental component of
many advertisers’ conversion
strategies.
“Social is fantastic for luxury
research, but at a certain
price point the research
journey moves into search,
direct traffic, and referrals.
That’s where a strategy has to
take a comprehensive view of
the consumer journey, rather
than focusing exclusively
on social media.” - Nikolai
Zeinokov
Social is a multifaceted
category that houses
a number of separate
disciplines. A comparison of
Social Search
WHERE ONCE
SOCIAL WAS
PRIMARILY USED
FOR REACH
AND BRAND
AWARENESS, IT IS
NOW A PIVOTAL
CHANNEL FOR
SALES AND
CONVERSIONS AS
WELL.
40%
30%
20%
10%
0%
Conversion/
acquisitiongoals
Returnon
investment
Reach
Adpricing
Overallchannel/
publisherbudget
Instagram, Facebook, and
Pinterest advertisers surfaces
some subtle distinctions
between the advertising
purposes of each. Instagram
and Facebook both over-
index versus the overall social
media average for ‘conversion
/ acquisition goals,’ while
Pinterest is above average for
“reach” and “ROI.”
Figure 12. Which of
the following will most
influence your SOCIAL
advertising plan for
the holiday season?
(Segmented by individual
social networks)
Overall Instagram Facebook Pinterest
40%
30%
20%
10%
0%
Adpricing
Conversion/
acquisitiongoals
Channel
budget
Reach
ROI
15
19. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Search is currently more
distinctly defined by a
combination of conversions
and cost, with brands still
seeing search as having a
better return on investment
than social.
Due to sheer weight of
numbers, Google Search is
contiguous with the search
advertiser average. The sales
focus of Amazon Advertising
still comes through, with
brands who plan to run
Amazon ads particularly
interested in how it can help
meet their conversion goals.
They are also influenced
mostly by the price of ads
on Amazon, owing largely
to the nascent nature of the
platform.
Figure 13. Which of
the following will most
influence your SEARCH
advertising plan for
the holiday season?
(Segmented by individual
search engines)
In summary, social is
being considered a more
serious contender as far as
conversion and acquisition,
while search is being seen as
more valuable for a company’s
ROI.
The underlying distinction
between the two remains the
nature of consumer intent on
search versus social. Where
a searcher reveals their
intent—either implicitly or
explicitly—via their search
query, a social media user is
much less likely to do so in
this manner.
A social media user will
browse more often than
search, which fundamentally
shapes the challenge for
advertisers intent on reaching
their audience at the right
time.
As search moves up the
traditional conversion funnel
by becoming more visual
and social moves down that
same funnel with increasing
emphasis on conversion and
customer acquisition, the two
will continue to converge in
evermore powerful ways.
Chris Costello, Senior Director
of Marketing Research at
Kenshoo, notes, “Search and
social advertising are both
aspiring to be full-funnel
experiences, which means
they are starting to overlap in
form and function.
Similarities for product ads
based off of data feeds is the
number one example.
Still, recognizing that there
are strong suits to each, and
that consumers will shift
across these channels is
critical to successful online
advertising.
You can, and will, activate
your target audience in one
channel, and then capture
the resulting demand in
another. Plan, and measure,
accordingly.”
In the next section, we will
explore the unique role ads on
Amazon will play during this
upcoming holiday season.
40%
30%
20%
10%
0%
Adpricing
Conversion/
acquisition
Channel
budget
Reach
ROI
Overall
advertiser %
Google Search
advertisers%
Google Shopping
advertiser %
Amazon
advertiser %
16
20. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
AMAZON IS GROWING
IN IMPORTANCE—
ESPECIALLY FOR
RETAILERS
Advertising on Amazon
will increase significantly
over the 2018 holidays
compared to 2017, with
retailers viewing the
ecommerce giant as a vital
component of their sales
strategy.
According to ClickZ data,
for those who do plan to
advertise on Amazon this
holiday season, advertising
during special occasions
seems to be a top priority.
Brands see Amazon ads
served to shoppers in closer
proximity to their final
purchase click as the perfect
place to boost revenue when
those shoppers are in a
buying mood for the holidays.
This tallies with the recent
Era of Ecommerce report,
which found that 50%
of ecommerce consumer
journeys start with a retailer
and 50% start with a search
engine.
Within the list of 20 retailers
in the Era of Ecommerce
research, Amazon is a
dominant presence and that
position will only be cemented
by the offers available
for Christmas and the
Thanksgiving weekend.
Similarly, 67% of brands
advertising on Amazon will
run Black Friday campaigns
and 63% will run Cyber
Monday campaigns, compared
to 47% and 38% respectively
of overall brands.
82% OF BRANDS
THAT PLAN TO
ADVERTISE
ON AMAZON
THIS HOLIDAY
SEASON WILL
RUN CHRISTMAS-
SPECIFIC
CAMPAIGNS,
COMPARED TO
72% OF OVERALL
BRANDS.
17
21. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Figure 14. For which of the
following occasions will
you run specific advertising
campaigns this holiday
season? (Amazon vs.
survey average)
In fact, brands who are
including Amazon in their
marketing plans will allocate
an average of 21% of their
budgets to this channel.
Another third of their budgets
will go to Google in the form
of Search or Shopping ads.
Even though Google still
edges Amazon out in that
category, 21% is a substantial
proportion of a marketing
budget, making Amazon a
crucial consideration for
holiday marketing.
Figure 15. How will
your holiday advertising
budget be split across the
following channels?
Figure 16. How will your holiday advertising budget be split
across the following channels? (Amazon advertisers only)
100%
75%
50%
25%
0%
Black Friday Cyber Monday Christmas
Paid search
(incl. Product
Listing Ads)
35%
Paid social
20%
Ecommerce
channels
(incl. Amazon)
16%
Display ads
(incl. programmatic)
13%
Email
6%
Other
6%
Native ads
4%
Paid search
(incl. PLAs)
33%
Ecommerce
channels
(incl. Amazon)
21%
Paid social
17%
Display ads
(incl. programmatic)
17%
Email
7%
Other
3%
Native ads
2%
According to Figures 14 and
15, surveyed brands reported
an average of 35% of
marketing budgets allocated
to paid search, while brands
who plan to advertise on
Amazon reported an average
of 33% of budgets going
towards the channel.
For all brand marketers
surveyed, paid social is the
next biggest investment
after paid search. However,
when looking at just
Amazon marketers,
ecommerce—rather than
paid social—is the next
biggest investment.
This allocation and these
occasion-specific marketing
plans point to one clear goal:
sales.
Brand marketers know that
many consumers are ditching
the malls and heading to
ecommerce stores in droves,
filling up online shopping
carts and even paying yearly
subscription fees to receive
two-day or same-day shipping.
Equally, marketers know
that consumers research
online and then make their
purchases in-store as well.
Recent ClickZ data from the
Era of Ecommerce report
found that 70% of consumers
do so “Sometimes,” and 15%
perform online research then
purchase offline “Always.”
That “Always” figure rises to
25% for consumers aged
18-34.
This pattern surfaces in the
new data from the holiday
advertisers’ survey, too.
In fact, 50% of marketers
planning to advertise on
Amazon will run local ads this
holiday season (compared to
41% of all advertisers), in an
effort to connect offline and
online stores.
Amazon
advertisers All advertisers
18
22. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
SOCIAL MEDIA
“STORIES” MATTER
AND ADVERTISERS
ARE TUNING IN
“Stories” are becoming
an integral part of the
social media experience,
giving users of Snapchat,
Instagram, and Facebook
the ability to post photos
and short videos for just 24
hours.
As this feature is becoming
more popular on Instagram
and Facebook (with a
reported 1 billion Facebook
Stories shared daily2
), brands
are including it in their
marketing budgets.
A further 31% considered
Messenger ads but did not
include them in this year’s
strategy.
38% OF BRANDS
ARE INCLUDING
FACEBOOK
STORIES INTO
THEIR HOLIDAY
MARKETING
PLANS AND 37%
ARE INCLUDING
INSTAGRAM
STORIES.
2
https://s21.q4cdn.com/399680738/files/doc_financials/2018/
Q3/Q318-earnings-call-transcript.pdf 19
23. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Figure 17. Which of the following new opportunities are you
including in your advertising for the 2018 holiday season?
Interestingly, Snapchat, the
app responsible for beginning
the Stories craze, will receive
very little of these marketing
dollars this holiday season
comparatively, with only
10% of brands planning to
advertise on the platform.
Although Snapchat initially
popularized this content
format with a mass audience,
its moves to attract
advertisers were slower to get
off the ground.
Instagram has taken the
format and run with it,
fine-tuning and improving
Snapchat’s innovation. In
the process, it has started
to prove to advertisers
that Stories can drive the
engagement they crave with
their target audiences.
This dynamic plays out in the
survey results. 62% of brands
who do plan to advertise on
Snapchat Stories will also
invest in Instagram Stories,
making it clear that marketers
will go where the users go.
If a brand advertises on
Snapchat, but their audience
starts to migrate to Instagram,
that brand will allocate money
to Instagram as well.
50%
40%
30%
20%
0%
Localads
10%
FacebookStories
Automatedads
InstagramStories
Visualsearch
In-appads
Messengerads
Callintelligence
Pinterestads
Included
in plan
Considered for plan but
not included
ADVERTISING
OPPORTUNITY
Local ads 41.6%
Facebook Stories 37.8%
Automated ads 37.5%
Instagram Stories 36.9%
Visual search 24.1%
25.3%
29.4%
27.2%
30%
23.7%
INCLUDED IN PLAN
CONSIDERED FOR
PLAN BUT NOT
INCLIDED
In-app ads 20.5%
Messenger ads 20.3%
Call intelligence 16.4%
Pinterest ads 15.1%
30.8%
20.8%
23.7%
24.6%
Instagram has seen the most
success with its Stories
feature since rolling it out in
2016, claiming more than
400 million daily users3
of the
popular feature. Facebook
as a platform is relatively
new to the concept and is
still finding its groove, having
only rolled out the feature in
the beginning of October this
year4
.
This begs a question with
myriad possible answers:
What is it about Instagram
and Facebook Stories that’s
making advertisers latch on?
With the evolution of Stories,
brands see an opportunity
for more direct user
engagements through social
media, potentially in the form
of increased conversions.
However, they should
be viewed as a broader
marketing play rather than
a direct attempt to deliver
acquisitions.
Chris Costello of Kenshoo
builds on this: “These ad types
are going to be more about
activating intent through
branding rather than capturing
it, which means you still need
to convert those potential
customers with other ads and
across other channels.”
This dynamic is clear within
the survey results. When
asked which trends they
see as the breakthrough
developments this holiday
season, answers from
advertisers include,
“Humanizing brand stories,”
“Making an emotional
connection through digital
ads,” and “Developing an
engaging narrative journey.”
Where the typical Instagram
post might fall short, the
Instagram Story has a
solution. Brands can now
connect with their audience
beyond sponsored products or
posts, and link to an outside
website through a Story.
The introduction of Stories
also allows brands to post
more frequently without
compromising style or
aesthetic.
Of brands who do plan to
invest in Facebook Stories
this holiday season, 71%
of them think Facebook
will be the most important
channel for awareness and
63% think it will be the most
important for sales. 73% of
these brands plan to spend on
Instagram Stories as well.
While this newer option of
Stories is experiencing a
certain level of marketer
experimentation, many
brands still turn to smaller but
valuable channels as well, as
the next section will explore.
THESE AD TYPES
ARE GOING TO
BE MORE ABOUT
ACTIVATING
INTENT THROUGH
BRANDING RATHER
THAN CAPTURING
IT, WHICH MEANS
YOU STILL NEED
TO CONVERT
THOSE POTENTIAL
CUSTOMERS WITH
OTHER ADS AND
ACROSS OTHER
CHANNELS.
- CHRIS COSTELLO
KENSHOO
“”
3
https://www.cnbc.com/2018/06/28/instagram-
stories-daily-active-users-double-snapchats.html
4
https://www.campaignlive.co.uk/article/facebook-
launches-advertising-stories/1494100 20
24. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Visual search will be
a real growth area
this holiday season.
Advertisers should be
building their brand on
Pinterest if they want to
take advantage.
“”
NIKOLAI ZEINOKOV
ECOMMERCE DIRECTOR
HEINEKEN
25. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
PINTEREST AND
SNAPCHAT OFFER
EXPANDED REACH
This year more than ever,
big brands are rounding
out their holiday marketing
strategies by increasing
spend on historically
smaller platforms such
as Pinterest, Twitter, and
Snapchat.
Though these platforms won’t
experience quite as much
marketing spend this holiday
season as Google, Facebook,
and Instagram, they should
still be considered valuable
marketing opportunities for
both sales and awareness.
Some brands are particularly
keen on this.
One respondent to our survey
reported that their business
plans to “spend 10% on
something different to avoid
following the pack.”
“At Heineken, we’ve had
great results from Pinterest.
It allows brands to develop a
lifestyle aesthetic that goes
beyond just showcasing the
product.” - Nikolai Zeinokov,
Heineken
Nikolai Zeinokov builds on
this point: “Also, Pinterest’s
demographic base is a bit
more senior than Instagram’s
and tends not to be mobile-
only, as is so often the case
with Instagram use. Therefore,
we found it easier to link out
to our website ecommerce
platform from Pinterest and
have seen some direct returns
on our investment.”
Even though the usual
suspects continue to get the
most user and marketing
traffic, people still are turning
to these other platforms in
significant numbers.
Brands will and should
continue to advertise on the
big channels, but allocating
dollars to the smaller ones will
gain them access to markets
that aren’t as saturated.
Chris Costello of Kenshoo
notes, “For Pinterest, it’s
discovery, but in a way that is
22
26. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
perhaps more comprehensive
than traditional search
engines.”
According to the ClickZ
survey, many of the brands
that plan to advertise on
smaller platforms have the
luxury of large budgets that
allow them to do so.
Figure 18. (Right) Via
which advertising channels
/publishers will your
company run ads this year
for the holiday season?
(Annual digital advertising
budget of >$5M vs. budget
of <$5M)
Pinterest reports that more
than 1.5 million companies5
use the platform to advertise
each month.
Advertisers are able to
target users with the classic
Promoted Pins in three
different ways: customer or
email list targeting, website
visitor retargeting, and
lookalike targeting, which
allows brands to access
people who fit the profile
of their already existing
audience.
Pinterest also allows
advertisers to utilize Promoted
Video ads, citing a 2016
internal study which found
that people who watch
Promoted Videos were 2.6
times more likely to make a
purchase after watching a
brand’s ad6
.
On the Pinterest mobile app,
brands can advertise with a
Promoted App Pin, allowing
users to download different
brands’ apps directly from the
Pinterest app.
Snapchat also has a unique
edge this year, having formed
a partnership with Amazon.
Here’s how it works: A
Snapchat user simply needs
to open the app and take a
photo of the desired item or
the item’s barcode. If the item
is available on Amazon, the
user can click through directly
to Amazon and make the
purchase.
25%
20%
15%
10%
0%
Pinterest
5%
Snapchat
Channel
>$5M <$5M
25% OF BRANDS
WITH AN
ANNUAL DIGITAL
MARKETING
BUDGET OF $5
MILLION OR MORE
WILL INVEST
IN PINTEREST
ADS THIS YEAR,
VERSUS JUST 9%
OF ADVERTISERS
WITH A SMALLER
BUDGET.
While marketers may need
time yet to adjust to this new
technology, the ability to shop
directly from social media
could certainly be a game
changer.
With a variety of marketing
opportunities and large
user bases—albeit fewer
than on Facebook or
Instagram—these smaller
platforms can be a crucial
element to a brand’s
marketing plan.
This sentiment is reflected in
ClickZ’s survey findings, which
revealed that 68% of brands
who spend on Pinterest
will also be increasing their
Google Search spending,
compared to 46% of the full
survey set.
Similarly, 74% of brands who
plan to invest in Snapchat ads
have increased their overall
budget since 2017. This
indicates a continued interest
in advertising on smaller
platforms. However, many
of these dollars are coming
from mature brands that can
already afford to spread and
maximize their bets.
Read on to the next section
for details about mobile’s
dominance and increased app
advertising.
5
https://business.pinterest.com/en/blog/250-
million-people-now-use-pinterest-each-month
6
https://business.pinterest.com/en/blog/the-
retailers-guide-to-awareness-campaigns-on-pinterest 23
27. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Mobile advertisers
should aim to create
consumer confidence by
providing better on-site
experiences.
“”
CINDY KRUM
CEO
MOBILEMOXIE
28. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
MOBILE LEADS
THE WAY
While brands are still
increasing spend on search
and social platforms for
desktop, mobile seems to
be where the money really
is.
73% of brands in our survey
believe that advertising on
mobile will be more important
than on desktop for sales
and 70% believe it will be
more important for brand
awareness, confirming that
mobile is not limited to only
certain tactics.
Rather, mobile is where
brands need to spend most of
their money, no matter their
marketing goals.
As Sissie Hsiao of Google
highlights, “Our experiences
with technology are becoming
universal (car, home, TV),
more natural (voice, Lens) and
more intelligent. As a result,
today’s consumer expects
brands to deliver experiences
that are helpful, personal, and
frictionless in everyday life.”
25
29. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Figure 19. Do you think
advertising on mobile
devices is more important,
less important, or about the
same for DRIVING SALES
during the holiday season,
compared to desktop?
Figure 20. Do you think
advertising on mobile
devices is more important,
less important, or about
the same for BRAND
AWARENESS during the
holiday season, compared
to a desktop?
That said, advertisers must
have the agility to adjust their
approaches in real-time to
reflect user behaviors.
Mobile-first does not mean
mobile-only, which can make
it challenging for advertisers
to plan their cross-device
strategy.
Christi Olson of Microsoft
notes that mobile usage
will increase at different
points during the day, across
different industry verticals.
Advertisers must ensure that
their approach is fluid and
delivered by the right tools
and technology to cater to
these changing consumer
needs.
Andrew Spikes, Head of
Global Paid Search at UPS,
adds, “For us, it’s having
a robust and accurate
view of your cross-device
conversions. For conversion
events that are less efficient
on mobile devices, specifically
for B2B purchases, it’s
important to know the role
that mobile has had on
desktop transactions.”
It is in this interplay of device
usage that brands will find the
most success. Even if mobile
dominates awareness or
sales, desktop will often play
a vital assisting role.
The lack of screen space on
mobile means consumer trust
in the brand comes to the
forefront, as fewer options are
displayed without intentionally
scrolling to the next set of
results.
Cindy Krum of MobileMoxie
states, “The mobile advantage
this holiday season will
go to brands that have
already worked to develop a
relationship with consumers.”
Slightly less
important
6.6%
Much more
important
39.9%
Slightly more
important
32.6%
About the
same
16.6%
Much less
important
4.3%
Slightly less
important
3.5%
Much more
important
38.8%
Slightly more
important
31.4%
About the
same
20.5%
Much less
important
5.8%
FOR LUXURY
BRANDS, MOBILE
IS FANTASTIC
FOR INITIAL
AWARENESS,
BUT DESKTOP IS
VITAL FOR BOTH
COMPARISON AND
PURCHASE.
- NIKOLAI
ZEINOKOV
HEINEKEN
“”
Just 26% of responding
brands state that they have
a standalone app. However,
that number rises dramatically
to 55% when looking at
brands with an annual
digital advertising budget
of $5 million or more. When
narrowed to all responding
retail brands, 42% say they
have a dedicated mobile app.
Naturally, these advertisers
will want to promote their
mobile app as part of their
holiday advertising strategy.
We see evidence of this in
increased spending on social
platforms and app advertising.
Facebook is the leader in
app advertising and Apple
trails behind in second, barely
edging out Google in third.
Where we might expect to
see Google as the leader
in this category also, app
marketers know to reach their
audiences through Facebook
and Apple instead. This
suggests that ads for apps
across the Google ecosystem
may be lagging somewhat
behind.
Figure 21. In which of the
following digital channels
do you advertise for your
mobile app? Please select
all that apply.
0% 10% 20% 30% 40% 50%
Facebook
Apple Search
Google Universal
App Campaigns
Display ads
(outside of apps)
Bing
In-app ads
Pinterest
Snapchat
26
30. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
It is important to bear in mind
the different advertising
capabilities that each platform
provides. Where Facebook
offers enviable reach and
branding opportunities, Apple
and Google ads run mostly
within their respective app
stores, targeting users as they
browse or search items to
download to their devices.
The advantage for Apple here
may very well stem from how
“the app store” has largely
come to mean the Apple App
Store, rather than, say, Google
Play.
However, it is worth
considering that this is not
an either/or decision for
many advertisers. These
different strengths become
complementary when
incorporated into a full-funnel
app advertising strategy.
For example, Facebook can
play to its strengths by acting
as an upper-funnel awareness
channel, while Apple and
Google can focus on direct
conversion within their
respective storefronts.
Chris Costello of Kenshoo
adds, “While social advertising
has always been a
primary channel for app
advertisers—Facebook,
Instagram and Snapchat
all do well in this
regard—we’re seeing more
scale from Google and Apple,
which gives advertisers more
opportunities to get in front of
potential customers closer to
the point of conversion in the
app stores themselves.
App advertisers have
always been particularly
sophisticated when it comes
to measuring acquisition
costs against broader metrics
like lifetime value, so they
KNOWING A LARGE
PORTION OF
TIME SPENT ON
SMARTPHONES
TODAY HAPPENS IN
APPS, DEVELOPERS
AND MARKETERS
ARE PARTNERING
TO GET SMARTER
ABOUT FINDING
WAYS TO MEET
CONSUMERS ON
THEIR OWN TURF.
- SISSIE HSIAO
GOOGLE
“”
are well-positioned to take
advantage of that increasing
opportunity.”
Sophisticated advertisers
are mirroring the multi-
channel purchase paths
of their audiences with a
cross-channel marketing
strategy. This applies to the
area of app advertising just
as it does to cross-device
targeting and to the
search-social dynamic.
27
31. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
Mobile set the stage for
consumer expectations,
and advances in data
and machine learning
are enabling a world
where technology is all
around us—not just a
physical device that we
carry.
“”
SISSIE HSIAO
VP OF PRODUCT
MOBILE APP ADVERTISING
GOOGLE
32. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
CONCLUSION
The holiday season is a
time for community and
togetherness, celebration
and laughter, charity and
generosity.
As the season of giving
inches closer, brand
marketers are vying for
consumers’ attention and
dollars. According to ClickZ
and Kenshoo’s survey results,
we can conclusively say that
digital marketing spending
is on the rise and growing
more diverse, utilizing what
has worked in the past while
experimenting with new
opportunities as well.
As brands build upon a solid
marketing foundation that
has shown success in the
past, we expect to see a
shift in just how marketers
plan to deliver on acquisition
goals, using a more fluid
combination of spending on
search and social. We’ll see
a lot of advertiser activity
on the big platforms such
as Google, Facebook, and
Instagram. Retail marketers in
particular plan to go Amazon-
heavy, taking advantage of
major online shopping days
and events.
While past data is giving
brand marketers an idea
of how to use the most
popular channels for regular
marketing over the next
couple months, channels
and opportunities such as
Snapchat, Pinterest, and
Stories will see marketing
dollars as well, attracting
users and consumers from all
sides.
Marketers have an
opportunity this year to
adapt to and experiment
with innovative marketing
methods. The success of
these experiments will be
dictated by the snappers, the
shoppers, and the scrollers.
Analyzing what causes users
to pause and notice an ad
this year will help brand
marketers plan for the future,
predicting user habits and
preferences. Until then,
advertisers march onward,
hoping to reap the benefits
of consumer generosity this
holiday season.
29
33. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
KEY TAKEAWAYS
Based on the ClickZ survey
and interviews with leading
brands, advertisers, and
publishers, it is clear that
this holiday season will
both consolidate existing
trends and create entirely
new ones in the digital
world.
With so much to take account
of, the following is a handy
summary of the eight core
trends that will shape the
advertising landscape over
the coming months.
30
34. DIGITAL ADVERTISING TRENDS
2018 HOLIDAY SEASON
The big players will maintain their positions
At a time that can make or break a company’s year, advertisers are understandably
standing by what worked for them last year. 78% of responding brands will run ads via
Google Search, while 72% will invest in Facebook ads. That said, new opportunities
still arise within these platforms. Search advertisers are shifting more budget towards
remarketing and audience-based targeting, while visual search continues to emerge.
The Facebook / Instagram combination is compelling for advertisers
50% of brands advertising on Facebook over the holidays will increase their budget
from 2017, and just 8% plan to spend less. 45% of all responding brands will spend
on Instagram ads. Of those who spend on Instagram, an overwhelming 94% will also
run ads on Facebook. The Facebook / Instagram coverage of the social landscape is
compelling for both users and advertisers.
Search and social will work together to deliver on conversion goals
Where search may once have been viewed as the core sales driver and social the
queen of engagement, advertisers now see both as vital components of an acquisition
strategy. 36% say their conversion goals will be the driving force behind their social
strategy this holiday season, compared to 30% for search strategies. The interplay
between the two will help advertisers both create and capture demand.
Amazon Advertising means big business for retailers
Brands who plan to run Amazon ads will dedicate 21% of overall budget to this
channel, second only to Google Search at 33%. Moreover, 82% of these advertisers
will create Christmas-specific campaigns, and 67% will run dedicated campaigns for
Black Friday. For retailers in particular, holiday advertising means investing in Amazon
this year.
Stories formats point to a new potential future
Of the new advertising opportunities available in 2018, advertisers are gravitating
towards Facebook Stories (38% will invest in this format) and Instagram Stories
(37%). Facebook has long extolled the virtues of Stories and advertisers appear to be
listening. The possibilities are not lost on our survey respondents, many of whom view
new ways to tell stories as the key to connecting with consumers in the coming months
and years.
The holidays still provide room for experimentation
Although advertisers may be drawn to conservatism at such a pivotal time of year, many
are still leaving room in their plans to try something completely new. This is notable
among brands with annual digital marketing budgets of $5 million or more. 19% of
this subset will spend on Pinterest, compared to 9% of brands in the full survey set.
Nonetheless, some smaller advertisers say they will set aside “roughly 10%” of their
budget to try to go where their audience is active and their competitors are not.
Mobile is huge—but desktop isn’t going away
73% of responding brands believe mobile will be “more important” or “much more
important” than desktop for sales this holiday season. Just 10% believe desktop will
be the primary device for sales. However, these purchasing patterns are affected
by numerous factors including time of day, item price, and product category. Savvy
advertisers will pace their budgets accordingly and look into their data before
prioritizing one device over another.
Real-time optimization is essential for success
Last year’s performance data offers vital insight into how this year will go, but it offers
no guarantees that the same series of events will occur. Advertisers need to look
beyond their analytics dashboards to understand the current climate and project how it
will affect consumers. Next, they must use the right technology to respond to real-time
increases in impressions across platforms and devices. This precise and agile approach
will allow brands to maximize the sales potential of such a crucial period.