It was my first ad:tech, and turned out to be a great experience! While running an agency in Ahmedabad, it was good to visit New Delhi to learn and explore more from the world of modern marketing. Following are key observations from adtech India 2016 –
1. Continuous Rise of Video Marketing
There was the era of text messaging when people used to send text messages, then came the era of visual communication people started sending image over whatsapp and other social networks, now is the era of videos we have seen massive consumption of videos across social networks and both in terms of content creators and content consumers, hence marketers and agencies have to intelligently think on how do they leverage videos for digital marketing.
Do you want to get into the shorter formats (Vines or Instagram) or want to get into the larger format advertising as a lot of brands like anouk (Bold & Beautiful film) are doing over YouTube, whatever you do, make sure to communicate the message clearly.
2. App only is not a solution, but ignoring apps is not a solution too
“For every minute spent on an ecommerce desktop website a user is spending 42 seconds on a mobile app” – Nami Trivedi from criteo mentioned in one of her presentations and she also shared that how apps are becoming so crucial for ecomm businesses, following attached picture will explain the conversion statistics and sales funnel in a better way.
3. Organic Reach is Going Down, Don’t Put all eggs in one basket
What ever digital marketing activity you do keep a single goal in mind that you need to get the user to perform an action on your website (Email subscription, filling a form, download a white paper) anything you do try to always get the visitor on your website, getting facebook likes or twitter followers is also important for content distribution but things are becoming challenging as these social media platforms keep changing algorithms so you never really know when your thousands of fan base becomes irrelevant because you cannot really reach out to those users.
4. Be Specific with your Target, Be Specific with your Conversion Action
Acquire data, track data and retarget that data was the one of the key messages from the Tune Workshop on App Marketing. Speakers discussed various channels to acquire new users (Search, Social, Display, Referrals, PR and other forms of marketing). Once the users acquisition is complete the next step is to dissect which are the quality users like for nearbuy one of their campaign objective is to pull Cost per transacting user, for Ola the objective of their campaign is cost per first ride and for Olx the marketing objective is cost per listing, so the agency has to figure out their campaigns accordingly and manage all the campaigns as per brands objectives.
5. Beware Ad Blockers, Adopt Native Advertising
Native Advertising is the next buzzword, due to so much of information overload internet user of today has become extremely intelligent he has got ad blockers in place, he knows how to skip ads, so as an agency or as a marketer can you create ads which are not intrusive or which are native and do not disturb the natural flow of content consumption of the web user.
Did you attend ad:tech too? Would be great to hear your thoughts, or your thoughts on my observations. You can mention the same in the comments section.