Digital Marketing (Page 3)

What is Programmatic Advertising?

Alright, digest this fact: 80% of display marketing ‘digitally’ in the US was/is programmatic advertising.

It is a method to pre programmatically buying and optimising the digital campaigns as opposed to purchasing from publishers. Simply put, you use software to purchase digital advertising. It is the Machine Learning and Artificial Intelligence way to supersede human negotiations whilst purchasing digital spaces. Unlike traditional methods like requests for proposals, quotes, human negotiation, tenders, etc, programmatic advertising is a form of buying that uses machines and algorithms. The aim is to improve efficiency and transparency to the publisher and the advertiser.

The irony is, it has been in use for more than a decade although it is gaining much attention in recent times only. With programmatic ads in place, humans will have more time for optimizing and enhancing the efficiency of ads. It is the biggest display advertising buzz across paid media space.

Advent of Programmatic Advertising

In the previous days, salespeople will make agreements with publishers to display their ad for a specific time on the website regardless of the audiences that were to see the same banner. In 1995, the first central ad server was created that allowed salespeople to trade ads on numerous websites. Publishers outnumbered advertisers and this meant publishers simply had void space of available inventory.

Later…

The solution was building Ad networks – a platform to pool available ad space and make accessible to advertisers at a reduction price. However, the problem was targeting with this method.

Then came the Real-Time Bidding (RTB), which personified as one of the methods of programmatic advertising.

What is RTB?

RTB is buying and selling advertisements through a real-time bargain. The transaction is so quick and happens during the webpage loading time: 100 ms.

When the visitant enters a website, a request is forwarded to the ad-exchange with all possible information along with visitor’s data. This information will be run through the available advertisers for a live auction to match the visitor’s criteria.

Is RTB and Programmatic Advertising the same?

Real-Time Bidding forms a division of the programmatic advertising space.

It is a method of auctioning ad space on specific conditions as opposed to the blanket approach. Everybody won’t see the same ad. It will be made highly relevant based on the visitor’s search patterns.

In order to make the programmatic work efficiently, there are key components to be kept in mind.

Advertisers will use a Demand-Side Platform (DSP) that will be connected to a Data Management Platform (DMP) whilst the publishers will use Supply-Side Platform to dispense the available inventory covering one or many Ad-Exchanges.

What is an Ad Exchange?

An Ad Exchange is the meeting place of publishers and advertisers to come to a consensus to display their ads at a fixed price. It is the place where the actual buying and selling of advertisements and inventory take place.
It is the digital trading floor of a stock market.

The ad exchange is the median of programmatic space and is connected to advertiser’s Demand-Side Platform (DSP) and publisher’s Supply-Side Platform (SSP).

What is a Demand-Side Platform (DSP)?

A demand-side platform is a software that authorizes advertisers to automatically purchase ad placements.

The work-cycle of a DSP

Advertisers connect with a DSP, thus gaining an automatic connection with an Ad Exchange.

When a visitant looks in on a website connected to the ad exchange, it immediately receives an auction indication. The exchange then communicates with the DSP to check if any of the available advertisers have ads that might suit the requirement.

If yes, the DSP will signal to enter the real-time bidding auction and will also alert the other advertisers to compete.

Apparently, the highest winning bidder will get the placement to display his ad.

This is programmatic advertising for you on the advertiser’s side.

What is a Supply-Side Platform (DSP)?

An automated process of reaching out to advertisers to sell ad spaces and warding out the need for human interaction is a supply-side platform.

The work cycle of SSP

The SSP is connected to an ad exchange and it feeds information about the nature of inventory it has. The inventory will then be handed over to the apparent highest bidder through Real-Time Bidding.

Although DSP is allowed to buy programmatic ad space at a very lower price, SSP has a contradictory function – giving out ad space for the highest price possible.

SSPs has the potential to connect to numerous ad exchanges so the publisher’s exposure to potential buyers can be maximum.

Through an SSP, a publisher has the authority to control his inventory in an efficient way by fixing minimum prices and dictating specific buyers or channels.

Final Thoughts

The future is secure for programmatic advertising and is now the latest trend. For smaller brands, accessibility seems to be very easy after the rise of programmatic advertising.

At Digital X, we are masters in offering Programmatic Services and are known as the best Programmatic Advertising Agency in Dubai. We enlighten you on the best programmatic platform that you can set up for your campaign initiatives to drive value for your business.

The world is spinning swiftly and there are no signs of it stopping anytime in the future. And all thanks to the Internet for that. Without this invincible tool, the world would not be what it is today. And marketing wouldn’t stand a chance if not for the Internet.

It is important to always be in the know of new advancements as it would give the company the edge to blow away the competition. Digital X has curated a list of Digital Marketing Trends to look out for 2019. And we are compliant with all the Digital Marketing Services that we offer because we have a penchant for Digital Marketing Services.

1. Content is the Superstar

There is no ruling out Content anytime. It forms the foundation for all Digital Marketing techniques to date. Using bespoke content for your audience will drive the passion to buy your products and avail your services. Because no better pen to empathize about the product than the product owner himself. You need to study your audience and craft what will interest them. Vernacular content will be a huge hit soon substantiating its high performance already.

2. Chatbots usage will Multiply

Chatbots are the new virtual ‘concierge’ handling and fulfilling your customer’s needs. They interact with humans naturally that it is difficult to identify its programmed. They promote personalized, focused interactions without prying too heavy from human resources. In continuation of its significant growth in 2018, it is very likely to continue in 2019.

3. Email is Evergreen

Email continues to be on the top for increasing RoI, with almost 90% of the population using it daily. Emails and marketing have remained to be a deadly combination for automation and personalization. Email is the last “trigger” to compel action and make the customers buy your product. Oh, it all depends on your strategy.

4. Voice Search

The advent of using virtual assistants like Siri on iPhones or Cortana in Windows have revolutionized the voice search. It is one of the biggest and most rapidly progressing Digital Marketing trend today.

It has shaped the e-commerce industry by far and will continue to leave a footprint on the remaining industries too. Research says that by early 2021, voice search will increase the revenue of digital commerce by 30% if the businesses redesign their websites to support voice search.

5. Instagram Marketing

The video and image-rich social media platform are optimized efficiently for people to share videos and photos, from the past and real-time. It is now the ubiquitous computing device and is rapidly growing on subscriptions daily.
Instagram has already crossed one billion and it will continue to grow bigger. For business and people under 30 mostly, Instagram has a lot to offer.

6. The Supreme Video Marketing

73% of all Americans are active on YouTube. Whilst YouTube may be the first go-to for videos, you don’t have to stop yourself from putting videos on Facebook and Instagram.

Video digital marketing has a lot to offer to the world’s hardest buyers but when strategized and planned with the right resources, there is no force that can stop you from selling your product. With video, you can curate all incredibly accurate and useful user metrics of digital media to communicate your brand’s personality and information. The longer you cling to video production, the higher the gains you can make.

7. Next generation ‘SEO’

With Google’s Page Speed update in 2018, the search algorithms are more updated and have kept the digital marketers literally on their toes. There is a huge change in the search trends and mobile phones have dominated the usage of getting online. To remain on the foremost position on search engines, the businesses must create web pages with the audience in mind, give extra care for user experience, amalgamate various media types in each page, apply white hat backlisting strategies, optimise every single page for load speed, use a sitemap and schema markup, concentrate on video development, build valuable and informative content, and finally optimize for local search. These tactics will continue to trend in 2019 and beyond.

Final Thoughts:

Whether you are left behind or you are preparing your business for transforming digital marketing trends, one thing is certain: Businesses cannot afford to cease building and implementing new opportunities for marketing.

To stay on the top ‘digitally’ in 2019, you’ll need to harness the tools that have control over your marketing engine. Whether it is AI or Google’s best algorithm or new personalization tools, ensure to update yourselves with marketing innovations that matter to your business.

You are overwhelmed with your recipient’s list and you have a new thing to announce. You read, you get a lot of ‘aha’ moments in your minds, try to mind map your ideas and finally arrive at one final ‘fine’ idea. After all the improvements with best practices, boom goes the email.

After a day, you figure that you had put in a lot of efforts to your first email campaign only to realize that people are not listening. So what do you do now?

Before you get into the best practices, understand

How email marketing can help your brand?

Email marketing, when done well, possesses the highest ROI of all marketing means. Thoughtful email marketing will contribute towards your brand’s success and the best Email Marketing Services will build you a genuine subscribers list. Although it takes time, it will be worth it when you see minimal unsubscription rates relatively. When you focus towards instant gratification, you will often end up costing your time and reputation in the long haul.

Digital X offers the best Email Marketing Services with Jet X. Being a top provider of Email Marketing Services in Dubai, Jet X exactly has been designed with the fundamentals right to make email marketing easy for you.

Here’s a list of best Email Marketing practices that you need to stick to before sending those mighty emails.

Do not buy email lists

When it comes to email marketing, strictly no shortcuts. It will be easy to pay for the lists and boast that your recipient list looks huge. However, it would only ruin your reputation and won’t add any value to it.

It is always recommended to invest your time knowing the audience and delivering the content that they would love to read. This way, you invest in your credibility and trust. To build your email lists, promote email sign-ups on your website, blog, popups, social media pages and even on landing pages. It’s highly important that you communicate the right message with your audience whilst getting their email addresses. Legible building increases the whitelisting count and decreases the spam count.

Write unique subject lines and valuable content

Your subject line helps your customer decide if that email needs to be opened. The subject line between 40 – 60 characters with an intriguing message or question are likely to have a higher open rate. So intrigue the readers, add some thought-provoking and compelling mojo to the email just like your brand.

Ask your customers for frequency

It’s very important that you communicate about your email frequency with the audience during signup. This is a clear confirmation that they are expecting your emails. This said, you neither get to bombard nor leave alone their inboxes. Choose your marketing tool, wisely. Whilst there is no golden number to how many emails are correct, you can still work on your engagement metrics strategy that will leave you to decide how your audiences like to be contacted. The best way is to allow themselves to answer that question.

Eg: How often would you want to know about your brand?

• Every New arrival
• 2-3 emails a week
• All the Discounts, Year-end sales and festive offers

Define your Call-To-Action with a purpose

Like Subject line, like CTA. Now, you know your subscribers, the frequency in which they would like to receive your emails, the subject line that would persuade them to open the email. The next goal is to get these subscribers to add value to your business, simply, by clicking your CTAs. There is no point of sending emails when there is no good reason to act on your email. Compelling CTA adds to 28% of conversion rates and it directly contributes to your sales successes.

Optimize your CTA by writing an inspiring, actionable and compelling text. Research some keywords for your business, the offers you give, and the type of audience. Following these steps may help:

• Design the email’s content based on the CTA
• Make it more apparent
• Unclutter the space around CTA
• Include only 1 or max 2 CTAs

Offer valuable information

This depends on the industry and what you want your customers to understand your brand. From a free white paper download of case studies to a trial product, fully understand if this will add value to your customer. Tagging a sense of urgency to your content by offering a designated number, increases the chances of high sales.

Remember, with email marketing comes the high risk of being perceived as spam when you use ‘spray and pray’ technique.

Surprise your loyal customers with bespoke offers

With the best email marketing tool, you can definitely sort out your loyal customers. It is the best technique to keep them happy by offering personalized discounts or something in their favour from your brand. This will help them build trust in you and will motivate them to check for your brand updates frequently. In a way, you are getting your brand ambassadors right.

Possess a dedicated IP Address

Email delivery depends on your IP reputation. Period. When you have a high email engagement, around 100,000 emails per week, you are your influencer and you need to manage your reputation with a dedicated IP. You cannot afford to use shared IP addresses as it will cost your brand’s reputation. Email service providers generally screen the status of dedicated IPs to make certain that they have high deliverability score.

Unveil your location

Regardless of having your business in different countries, ensure that you are docile with every country’s email legislation before sending the emails.