Category Archives: marketing

BUSINESSES AT LARGE TEND TO NEGLECT CUSTOMER FEEDBACK: MOBILE APP SURVEY

Customer feedback plays an important role in roadmap prioritization for businesses. Amongst the various sources available for customer feedback, mobile apps and e-commerce channels are some of the preferred online destinations, these days. However, there are businesses that are unable to effectively use this free flowing expertise in making more informed product decisions. Those businesses that do are rewarded in the form of customer retention.

According to a new study from Apptentive and SurveyMonkey, businesses that gather and share customer feedback through their mobile apps are less likely to implement on or respond to the feedback they receive. The SurveyMonkey Team came to the conclusion after carrying out an online survey in December, 2015, comprising of more than 1,200 consumer responses.

customer-feedback-study

As per the Apptentive Study, when customer were asked how they prefer to provide their feedback to businesses, 93% of survey respondents said they would oblige only if asked, while only 1% of the customers were found to give unsolicited feedback. The Apptentive Study comprehensively used some of the standard surveying practices for collecting data via in-app customer responses.

The survey drives home the fact that customer feedback is an essential ingredient for generating customer loyalty and that ignoring the same could jeopardize customer retention. It was observed that customers, who responded, expected businesses to take some sort of action in-return. It was found that 55% of respondents were of the opinion that they were less likely to remain loyal to the company if their feedback is ignored. Even so, 67% of the respondents claimed that their feedback goes unnoticed.

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One of the main reasons why consumers offer feedback is to help businesses improve their products and services, rather than to get something in-return. As per the survey findings, “the top two reasons cited were to help other customers, and to help the companies improve their service in order to grow their business.” Almost all respondents were of the opinion that they would be more willing to provide their feedback, if the businesses listen and act accordingly.

The above data shows how consumers want businesses to appreciate their observations by inculcating them in their services and improving upon their offerings. As such, it’s not possible for businesses to pass on every idea from the support desk to product development unit. But at least the businesses can acknowledge and respond to the customer feedback, which will enable them to maintain their goodwill and customer loyalty.

For more info, write to us at sales@ebrandz.com.

How to Effectively Use Location-based Mobile Marketing

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It’s hardly a surprise that in this day and age a lot of business deals are happening on the go. That is why almost80% marketers are targeting the ever-so increasing mobile users with their location-based advertising campaigns. Many marketers are looking at location-based mobile targeting as an alternative tactic to segment their intended audiences. 

With so many mobile marketers using the small screen effectively, it won’t be long before this new trend catches up with other businesses as well. If you’re finding this new form of marketing a bit cumbersome, then here are some tips on how you can initiate the process.

1. Be innovative with your approach

One of the major drawbacks of location-based mobile marketing is that marketers are using the same user based information to go with all their location based mobile marketing beliefs. 

For instance, a popular misconception that’s doing rounds among new mobile marketers is that you need to serve a mobile coupon to consumers when a) they’re using the right app at the right time near your store, b) they’ll acknowledge your ad when they’re feeling good about it and c) when the ad is broadcast just right. 

Well, smart marketers are aware of the fact that most smartphone users operate from home or from their workplace via Wi-Fi or through their mobile internet. They also know that the right time and right place to target their customers with discount offers and relevant messaging can be any time or any place, including their residences and their workplaces. 

2. Don’t go overboard with your messaging

Do everything within limits. This applies to almost everything, including location-based mobile marketing. I know, as a marketer you need to be aggressive to overhaul your marketing goals. But that doesn’t mean that you fire your messaging on a massive scale to reach your intended customers. In fact, the opposite is true for geo-targeting and demographic targeting, which in a way cuts down the audience size considerably. 

But if you’re hard pressed on doing it on a massive scale, then not only are you eat into a significant part of your daily spend, but you’re also going to be in dilemma when it comes to getting the right response. 

3. Use Your Platform well

You need to set some realistic marketing goals based on the platform that you’re leveraging for your campaigns. For instance, when leveraging an Instagram campaign, you can split your target audience on the basis of their age and gender, whereas Facebook campaigns allow you to be more creative while optimizing user information.

Since we are well aware of the fact that two platforms may not behave similarly, all you need to do is test another layer of targeting or segment your data further. But don’t limit yourself thinking that the data may not work out that well with a particular platform.

4. Double check your messaging 

Marketers knew for a fact, well before the emergence of the digital platform, that locations respond unpredictably to messaging. This means one geolocation may produce completely different results as compared to the other. Hence, you need to double check your messaging before testing it out for a new location. Also, consider testing it through the ad network and not just with a geolocation.

5. Be accommodating with results

The fact that location based targeting is effective, doesn’t mean that you will not get impressions from outside your targeting zone. The sooner you come to accept this fact, the better it will be for you and your future marketing endeavors.

6. Discard location targeting for volume-based campaigns

Sometimes you need to think differently to reach specific targets and that requires different marketing approach. For instance if you’re looking to boost the App Store ranking and position of your app then consider removing the location based targeting as that will help you reach your targets more efficiently while decreasing the cost and increasing the volume of your campaign.

At the end of the day, what you do is not that important as compared to how you go about doing it? If you need more help on the subject then just write to us at sales@ebrandz.com and our reps will be in touch with you within 24 business hours.

IT’S TIME TO STOP PLAYING THE GUESSING GAME IN APP MARKETING

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Gone are the days when the number of downloads portrayed actual success of an app. A few years back, seeing a thousand downloads of your app may have been an exhilarating experience, but today it’s not. The number of apps has escalated insanely, but then so has the number of users. So if you have witnessed a thousand downloads of your app and are jumping around in joy, then you need to calm down and get a reality check.

Sorry to break your confidence, but this is actually the case. Downloaded apps don’t guarantee user engagement. In fact, a survey revealed that due to mammoth availability of apps, most of the new apps never get used after being installed. People install the apps, engage with it a few times and then forget about it.

This makes the job of a marketer tough. Because currently the only measuring system is driven by the number of downloads. Hence, it is very difficult to find out which app is actually performing well and if it can provide with the data, a marketer is looking for.

Earlier, the success was measured by the number of clicks on the banners. But that was an old way of measuring. As technology has advanced, it has become possible to accurately analyze & measure the sales path. This is also the case with app marketing.

The best possible way to analyze the success of an app is to include a registration form which has to be filled by a user on downloading it. You can also evaluate the time spent, pages viewed, content views, levels or achievements unlocked, number of in-app purchases and more. But of course, these metrics are not “One size fits all” and can be implemented as per the niche & the type of the app.

These metrics can be a game changer because as I have already mentioned, app marketing still runs on the “Guessing Game”. So if we get accurate data from apps, it will help us (marketers) design close-to-perfect campaigns and get maximum return on investment. It will also help in understanding users’ behavior and thus it will be beneficial for app developers as well.

But in this highly competitive app world, it can be dangerous for app developers to force users to fill the form. Users are usually running out of time and have many options in hand. If a registration form turns out to be longer and detailed than usual, it can adversely affect app downloads. Also, any metric that involves users’ involvement can be risky considering the short attention span of the users.

However, Google is taking long strides towards scanning the data of the apps and analyzing user behavior. But this can be a success only when most developers will allow Google to do so. If a majority of the developers provide access to Google then a new door will get unlocked for everyone. After all, an app contains so much data that it can be used for creating pitch-perfect marketing campaigns by understanding the users’ needs. It will be a win-win situation for everyone, since Google will get the data and so will the marketers. People will get to enjoy free trial in exchange for viewing ads. And these ads will prove to be highly relevant as they will be targeted after analyzing an individual’s buying and usage pattern.

We can definitely expect huge advancement in the field of app marketing in the near future.

For more info on this topic, you can write to sales@ebrandz.com.

HOW TO GET USERS & KEEP ‘EM COMING BACK TO YOUR MOBILE APP

apps

In this ever changing digital era, timely examination of your app marketing strategy is crucial to keep up with the pace.

The year 2015 will be remembered for many reasons, and one of them will be “Mobilegeddon”. In 2015, mobile searches surpassed desktop searches and studies shows that the number of mobile usage will only increase. Also, a recent study showed that by 2020, there will be approximately 6.1 billion smartphones. Now that’s a huge number! For an app owner or marketer, this really is a welcoming estimation.

However, with the growing number of mobiles, one thing you should keep in mind is that people love changes. If you are not changing your approach, you are taking a huge risk of being left behind.

We have witnessed that too many app publishers are caught up in the old ways while targeting their mobile customers, instead of using in-app behaviours to figure out who their audience really are.

We don’t want you to make the same mistake and thus, we are sharing a few tips & examples that will help you up your app marketing game.

Showing the value of push notifications to users

Nowadays, people have a lot of apps installed in their mobiles, and as majority of these apps use aggressive push notification strategies, people have stopped opting for these notifications. At present, most people do not enable push notifications. The number of people who have enabled push notifications is as low as 43%! So if you really want to have a successful push notifications strategy, you should start providing value to the users.

Recently a company named  “Last Minute Travel” managed to boost their opt-in rate from 22% to a whopping 62%. What they did was brilliant.  Instead of forcing people to opt for push notifications, they indirectly explained to them why push notifications are extremely useful.

They asked users for permission to send updates on “potential flight delays after they booked a trip”. And as you can probably guess, most of their users enabled push notifications. This smart strategy helped them increase their opt-in by 182%.

Re-engaging your mobile app audience

Offering discounts is surely a full-proof way to re-engage audience, but there are other ways as well, which can rejuvenate user engagement.

For instance: A brain-game & brain training app, “Lumosity” saves its discount offerings only for die-hard fans of their app. For users who do not visit frequent, they offer reminders!

Firstly, they ask the users if they’d like to receive training reminders. They then enable users to choose the data that they want to receive over email or push notifications. After that, they carefully choose the perfect time of the day to remind their users to come back to the app & complete their daily training session.

This strategy is working very well, for so many reasons. First and foremost, they are offering free training & anyone who is into mind games would like to sharpen his/her skills for free. Secondly, by enabling users to choose the data they’d like to receive, they are ensuring that only relevant data is been sent to them. And last but not the least, they carefully choose the right time of the day for sending push notifications; i.e. at night when a person is about to go to sleep after dinner, or at daytime during the lunch break.

Cost-effective user acquisition

You might like to try out a full range of customer acquisition channels. There are many customer acquisition channels available, such as social mobile advertising, in-app advertisements, etc. Try out each and every channel to figure out which channel works the best for your business.

Also, don’t target just high-value users. Because if you pay for them appropriately, both high & low-value users can be profitable.

For detailed information on any particular aspect, you can reach out to us at sales@ebrandz.com.

A STEP BY STEP GUIDE TO BASIC CALL-TO-ACTION

call-to-action

In marketing parlance, a call-to-action (CTA) is an instruction to the intended or unintended click through audience to provoke an immediate action leading to tangible results. This actionable CTA can be an image or text or a combination of both. The main goal of a CTA is to convert online click through visitors into regular buyers of one’s product or services by making use of imperative verbs like “call now.”

You can use CTAs to get your visitors to subscribe for your free emailer services, e-books, webinars or attend an event, get a coupon, etc. A CTA tab can be placed anywhere on your website, an e-book, an emailer or at the end of your blog articles.

Normally, one CTA is enough to do the needful but sometimes you need to include multiple CTAs as part of your marketing campaign. Below is an example of multiple CTAs.

multiple-cta

And here’s how you can start using them: CTAs such as “call now”, “learn more here”, “click to know more”, “join now”, etc. can be inscribed on a neon tab on your website’s landing page. They enable you to convert the potential customers of your product or services.

In order to achieve desired results, you’ll need to include several elements in your CTA Tabs to attract your click through visitors.

How to create an Effective CTA

It’s easy to create a CTA tab which your click through users can easily ignore, especially if you are a novice. Here are some pointers that you can follow to start your SEO journey on a winning note.

Use it as a stand out performer: As they say, make that first impression an everlasting one! This applies for your CTAs as well. Visually appealing CTAs have more chances of making that indelible impression on your visitors. And that doesn’t mean that should go overboard with regards to your CTAs’ color combination. While it needs to be in sync with the design & color-combination of your website, it has to appear as a stand-out performer in the mix of things to be able to create that indelible impression on your click through visitors. For best results, you can use a CTA that is 225px wide and 45px high in dimensions.

Clear, loud and actionable CTA: Avoid using CTAs such as “Submit Now” as they may not give you the desired result, as far as conversion of your prospective clients is concerned. Instead you can make use of imperative verbs to get a loud and actionable CTA, such as “Call Now”.

Be clear about your offerings: People tend to ignore those CTAs that don’t tell the full story of what they will be getting in the bargain. So, be clear if you want them to download your e-book or subscribe to your email services or sign up for a free demo of your product or services. Be clear and precise about your offerings in exchange for their clicks.

Don’t ignore the sales funnel

An effective CTA would take the visitors to a dedicated landing page on your website, instead of just about any other web presence of yours.

For instance, a CTA that takes the visitors to your “Contact Us” page may not be that effective in driving the CTR as compared to taking them to a landing page that enables them to download your e-book.

Besides that, keep in mind the sales funnel for converting your prospective customers. You don’t really want to take your brand new visitors to the product demo page before educating them about your product and services. It may not go down well with them and that will surely have a negative impact on the sales margin of your company.

The Next Important Step: Create a CTA for yourself!

These were some of the basic CTA pointers that you need to keep in mind while designing one for yourself. But if you need any professional help, we can be of assistance. Check out our award winning website design services starting from $299. You can write us your requirements at sales@ebrandz.com or call 1-888-545-0616 (Toll-Free) and our team will be in touch with you within 24 business hours.

HOW TO DO INFLUENCER MARKETING IN THE DIGITAL AGE

If you want to climb Mount Everest you aren’t going to do it alone.

You need help; you need a group of climbers to support you through the climb.

You also need the help of an expert who has been there and done it.

Influencer marketing is just the same.

You get to be the side kick of a super hero for a brief moment or two. Imagine being Robin to Batman or one of the Avengers. (I am looking at Scarlett Johansson J)

You might have awesome content but if you have a small following or have just started an online business, web site or blog – you need a guiding hand who can amplify your content.

Don’t get me wrong. You can get there all by yourself just fine, but this may take longer. Partnering with the right Influencer can get you there quicker. Who knows how many years they can save you?

And, it helps with search engine optimization too.

Ana Hoffman has been featured in this infographic not from a pure marketing perspective but because her content on influencer marketing is one of the best.

Good luck with influencer marketing. Let us know how you are going to use Influencer marketing in your next campaign. If you like this infographic, share it!

Influencer Marketing in the Digital Age

INVESTORS RELUCTANT YET APPLE’S APP STORE MANAGES ANOTHER RECORD BREAKING HOLIDAY SEASON

apple-logo

Apple Inc., despite witnessing a slight dip in the 2015 holiday season gadget sales, is the one smiling all the way to the bank. And the recent press release from the company is somewhat an extension to our earlier reports. The new press release reports that Apple made a massive $20 billion earning through its App-Store installations in the last year. It includes the $1 billion earnings in the last two weeks upto Jan 3, 2016.

In the two weeks ending January 3, customers spent over $1.1 billion on apps and in-app purchases, setting back-to-back weekly records for traffic and purchases. January 1, 2016 marked the biggest day in App Store history with customers spending over $144 million. It broke the previous single-day record set just a week earlier on Christmas Day.

The company’s latest press release highlights the revenue generated by developers as well. Company sources revealed that since 2008, Apple has earned through its App developers a whopping $40 billion, one-third of which came in 2015.

A great revenue inflow system follows a robust job creation process. And Apple claims that through their App Store and App Ecosystem, they have contributed to the employment generation system by creating job opportunities for a mammoth 4.5 million professionals worldwide. Around 2 million of these jobs are U.S. based.

As the market matures, the growth levels take a beating or two. This is what the mobile giant came to realize in the past year. According to a job estimate from the Wall Street Journal, Apple’s App Store registered a growth of around 43% in 2015, which is slightly on the lower side from the previous recorded margin of 50%.

Fearing the softening of iPhone demands, investors aren’t holding any Apple shares in their portfolios despite the company’s consistent financial performance. As Nikkie reports, Apple’s apparently cutting down on orders specifically due to iPhone 6′s weaker demand in the market.

Besides that, we will have to wait till January 26, 2016, as the company will provide a more comprehensive report into its holiday quarter earnings of 2015.

For more details, write to us at sales@ebrandz.com.

5 SEARCH TRENDS TO WATCH OUT FOR IN 2016

internet-marketing

We all witnessed some major changes in search and content marketing in the year 2015. Those changes have made it clear that creating content, just because content is the king, will not do the trick. Instead, you are probably going to reap more benefits if your content creation is guided by search and social data. That way you can boost engagement for your brand & attract the targeted audience.

Check out five more SEO trends that command your attention as we move into a new year.

1. Optimize Mobile Apps

The year 2015 will be known for Mobilegeddon. This was the year we saw mobile searches overtake desktop searches. So as mobile usage increased, the apps usage also touched a new high. A study revealed that 52% of all the time spent on the digital media was from mobile apps only. Also, top 500 merchants generated 42% of their sales from mobile apps. These stats clearly indicate that apps have become essential for mobile user experience and that any brand with high ambitions must optimize its mobile app.

Apps should be well-designed as well as reflect the brand’s vision, objective & message clearly! Also, keep an eagle eye on ratings and reviews. If users are struggling with the usage or are facing any issues, resolve them ASAP.

2. Structured Data will play a major role

2015 was also remarkable because Google introduced “RankBrain”. The Artificial Intelligence technology that has been created to better understand the search terms; especially the new searches. It quickly became the third most important rating signal within a few days of its launch, because of its effectiveness & success in interpreting the search terms.

To utilize this not so new addition, you should focus on Structured Data. Now, depending entirely on the spiders to describe what’s inside the website to the search engine will not do the trick. Instead, use structured data markup, as it precisely explains what is on the page & thus increases communication between a website and the search engine. As a result, search engines display the website more accurately. Structured data markup also helps your rich snippets appear in every possible search result, thus increasing your click through rates.

3. Easy to navigate websites

In this cut-throat digital era, engagement is going to be the center of attraction. Since there are so many options available, people will stop by your website only if they find desired content easily available & up-to-the-mark. If your content is not engaging or if your searchers are unable to find what they are looking for, they will simply hit the back button. Did you know that you can lose 50% of potential sales if your content is hard to find for the searchers?

Your site data will help you get a clear picture of consumers’ reaction to your site.

  • Check if there’s a specific page that’s not being visited?
  • Is your bounce rate higher than usual?
  • Do many searchers enter your site, click here and there and then leave the website?

If the answer is yes for any or all of the above questions then your website or that specific page is hard to navigate. To deal with this issue, you need to look at how your website is organized. Ensure that your website is easy to navigate and understand if you don’t want to lose any potential customers.

4. Links will become more important

It is estimated that the biggest penguin update is about to be rolled out in a few weeks. This update will clean the links that have been troubling websites since the last penguin update.

If you want to take advantage of the upcoming update instead of getting penalized by it, you should carefully look at the current link profile. Also, try to get links from reputable websites. They are hard to get, but totally worth the effort.

Remember that they have become “a Reputable website” because they have set the highest benchmarks for themselves and others.  To get links from such websites, focus on:

  • Creating high-quality content
  • Easy to navigate website with an awesome design.
  • Guest posts on good pages.

5. Overall Content and Online Presence

In 2016, your website will be judged by its overall presence and not just by your rankings. And to increase your online presence and reflect a grand image of your digital business, consider integrating your website with the rest of the online platforms.

The social media giant, Facebook is continually working on developing a better search and overall experience for its users. It means that the content you post on social media should be searchable and that you will have to take a strategic approach towards it.

Just making a profile is not enough; you have to give attention to even the minutest details. First of all, your About Us section should be very strong, since you are introducing yourself and the company to the consumer. Use words that are easy to understand, yet compelling. Crisp copy will always do the trick so avoid adding long & complex words. Copies like “customer satisfaction is our paramount goal” is too mainstream, boring and a deal breaker. Try something unique but in a subtle way.  Make sure that your image and copy complement each other. Also, since you have to make things searchable you need to use proper hashtags. Use tools to control how your content will appear after posting it. Ensuring that your articles and other posts are mobile friendly will also help you reign supreme.

Understand that website development & social media marketing are not entirely different; in fact they are the two parts of your overall web presence.

Final Thoughts

2015 was one remarkable year from every aspect. Many big updates and events happened, which made a huge splash in the digital marketing industry. As a business owner or marketer, it is getting pretty hard to stay at the top of the latest advancements. We know that running a business and taking care of the online presence at the same time is way too hard.

But you can lower the pressure by hiring an experienced agency that is specialized in SEO & almost every other aspect of internet marketing.

Need help? We can be of assistance. Just email us at sales@ebrandz.com and let our professionals do the work for you.

TOP 10 SEO EVENTS & TRENDS OF 2015

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2015 was exceptionally remarkable for search. This is due to many reasons, but we have selected 10 biggest trends and events that had maximum impact on search. This year will be known for the ‘Mobilegeddon’. Major search engines almost made it mandatory to have a mobile friendly website due to the enormous increase in mobile-only usage. Let’s have a look at some major changes and events that took place in 2015 & we’ll also shine a light on what may come to be in 2016.

Google overcame its shyness!

Google overcame its shyness and started sharing more about its algorithms as compared to the previous year. For instance, it was for the first time that Google revealed about the deployment of RankBrain through Bloomberg. Earlier, Google had not even bothered to tell us about one of its biggest updates, Hummingbird.  The sudden publicization of algorithms indicates a “paradigm shift” in the business of search engine optimization.

Introduction of Artificial Intelligence

Google introduced RankBrain which is an artificial intelligence system designed to provide more accurate search results. Within a few days of its launch they announced that RankBrain has now become the 3rd most important signal in search results; it came as a no surprise since RankBrain has made interpretation of new search queries a lot easier.

Mobilegeddon

Google has made it clear that they are going to invest heavily on mobile, through their aggressive mobile updates. It was also an unambiguous instruction to all website owners to get on board. If a site is found to be providing bad mobile experience in 2015, then it will be left behind.

This major shift was absolutely necessary because intent and behaviour of both Mobile & Desktop searchers are immensely different.

Google releases Search Quality Guidelines

Google released 160 pages of search quality guidelines.  These guidelines provide invaluable insight about the decision-making process at Google. Everyone was especially interested in seeing the content section because almost every marketer and website owner was eager to know which type of content is considered to be low-quality content by Google.

App Indexing

Google started indexing App Only content as well, and now searchers can decide whether they want to see the content on the website or via app. Also, one of the biggest advantages was that it opened a source of immense data which was hidden behind walls until now. It made almost entire online content and data searchable! This way a user will get more content and website owners and Google will get real-time data of the users, which will help Google in targeting more relevant ads & be helpful in providing better search results.

Customer Match

Google added a brand new feature “Customer Match” to PPC. This was the biggest feature added in 2015 because it enabled advertisers to target their ads based on email addresses. Advertisers with a huge email database were bursting with joy because they can now show highly targeted ads to leads or existing customers at specific moments.

Change in Content Consumption

The way in which content is distributed and consumed has changed drastically. Due to the increase in content consumption from mobile and revolution of bloggers, the whole scenario changed swiftly in 2015.  Nowadays, just hosting content with bloggers isn’t enough, you will require a rock solid content distribution plan.

Terror of Knowledge Graph

We all know how much time, money & resources one has to invest in order to create quality content. But due to knowledge graph that content is now being displayed in the SERP itself and this reduces the need of clicking and entering a website. So maybe it’s good for the users, but it’s highly discouraging from a site owner’s perspective. And the worst part about it is that Google will continue to expand the knowledge graph.

Seamless Marketing Experience

Publishers are trying their level best to provide seamless marketing experience. Major publishers have already improved their technology and targeting strategies in order to provide highest possible ROI to the advertisers. Many experts are expecting that maybe publishers will allow to re-target based on DMP data. If that happens then it will be the biggest turning point in the search.

Google Became Less ‘Withholding’

Google enabled downloading of keyword data via search console API, which they previously concealed. This keyword data provided us with the ability to match referring keywords to web pages & harvest the traffic data with ease.

For more info, email us at sales@ebrandz.com

DISPLAY ADS VS NATIVE ADS

advertising

Native advertising is growing rapidly. As more companies are trying their hand at this ad format, the spend allocated to other channels like display will continue to shift towards native advertising. But since your decision has to be based on the ROI (Return on investment), it’s better to determine which channel will be more fruitful for your business.

What is Native Advertising

Advertising that matches the form & function of the platform on which it appears. In other words, when a company has its content featured on a publication website it’s called Native Advertising. Nowadays publication websites offer special “native advertising packages” where they cleverly add a product or two at the end of their content. It provides advertisers with fruitful results since the engagement rate of such ads is much higher than any other ad channel. Along with a higher conversion rate, they also get branding of their product and company.  On the other hand, publications are also happy because they get to make decent money without distracting the users with numerous flashy and annoying ads.  So overall, a win-win situation for everyone.

What is Display advertising

We all know what it is, but because I defined native advertising earlier, it will be unfair to not describe display ads. So here goes: It comes in numerous forms including banner ads, rich media & more. Display advertising relies on images, audio or video to convey the message to the consumer. Display advertising is widely used for reaching out to customers who are at the beginning or at the middle of the buying funnel. Display ads have evolved into many forms and the format is still growing in every market. It has witnessed a 33.2% hike in Asia, 48.2% in America & 10.4 % in the European market.

Both the channels have a lot to offer but understanding what kind of Return on Investment to expect from these channels will help you in allocating your ad spend wisely.

The ROI of Display Advertising

It has been estimated that display ads will touch a new high of 42.5 billion dollars at the end of 2016 & will escalate further to 60.4 billion by 2017. The reason behind this continued escalation in display ads is its effectiveness in pushing people down the buying funnel.

When customers are just starting their purchase journey, they are totally unaware about your product, company and the offerings. So first you need to create brand awareness and display ads are best suited for this purpose.

Once a customer has an idea about a product or a clearer picture in his mind, he moves further & reaches the middle of the buying funnel. Here, the customers are informed, but they need more specific information about the product before doing business with you.
By focusing your display ads on educating the customers about the company and the product at the middle of the buying funnel, you’re luring the customers to your doorsteps.

And by the time the customers reach the end of the buying funnel, they are fully informed about your products and offerings, but a little confused between you and your competitor. So a little push is required here & display ads, that are specially crafted to target the customers who are at the end of the buying funnel, can work wonders.

Now measure the leads, the cost of generating those leads, branding and the increased revenue for your business. The funnel approach is the most accurate way to measure the actual ROI you will be getting from display ads, since you are generating demand for your product & then moving the searchers down the purchase funnel.

The ROI of Native Advertising

Unlike display ads, native advertisements are best measured by the engagement rate.

Native advertisement first engages the customers by great content and then presents the product at the end of the content, like a dessert. Content for native advertising is created keeping the product and its features in mind, so that it sets a theme from the very start and by the time a customer reaches the end of the content, he assumes that the product is at least worth a shot… well mostly!

It has been proven that native advertising elevates the purchase intent by 18%. It also receives 52% more engagement as compared to banner ads. However, the engagement rate & the number of the people converted will depend on the content & the publisher you choose. A recent analysis report revealed that when Virgin Mobile decided to do native advertising on BuzzFeed, and they received a whopping 1.1 million views.

Conclusion

Right now native advertisement seems to outshine display ads, but the competition is close. So overall, it will be best to use a perfect blend of both display and native ads because it’s always good to experiment with your marketing strategies as it helps you in determining what works best for YOUR BUSINESS.

Need help with Paid Advertising? Do check out our Pay Per Click packages. For more details, write to us at sales@ebrandz.com or call 1-888-545-0616 Toll-Free.