Makeover 2021: How to Whip Your Digital Marketing into Shape

….And also what happened to Primark?

Primark during lockdown

When the facts change, I change my mind is an oft-quoted phrase, and have facts ever changed as quickly as they have in the past 12 months?

From temporary lockdowns to permanent shutdowns, it is still unclear exactly what the new ‘facts’ of living in a post-Covid world will look like.

With that in mind, now is a good time for businesses of all sizes to re-examine their direction of travel. Will film studios now skip the cinemas for streaming? And is the high street now truly dead?

If so, then e-commerce will have finally won the battle it has been dominating for the past decade-or-so. And that means businesses need to start taking e-marketing seriously….

Look at Primark. Great shop, fantastic brand, loyal customer base. But the company’s online strategy? Stuck in the past. And not even the recent pre-Covid past.

Though things will return to a reality closer to the one before 2020, it will never be exactly the same. Try to plan ahead and work out what this will mean for you in terms of a strategy that can work.

1- Consider E-commerce as an integral part of your business.

Primark lost £430m of sales during lockdown with 11 stores open 24 hours, at the end of last year, to try to make up for the loss and is now shut again. Often questioned for not having plans to sell online or have an e-commerce site retail consultant Graham Soult pre-Covid had stated: “While the high-street business is thriving and growing, Primark can make a convincing case of “if it ain’t broke, don’t fix it”. Well, it now undoubtedly ‘broke’ so this could be a good time to change things. Even if we were to go back to in-store shopping, undoubtedly e-commerce will never lose its grip again so it’s worth investing in this side of your business if you haven’t already.

2- Plan your social media posts

Plan your social media posts now so that you can advertise your product and hit the ground running for when sales increase. What tools are you tempted to try out?

3- Consider contextual forms of advertising

Consider contextual forms of advertising that appear as a natural continuation of your customer’s journey. Our proprietary technology offers the insight necessary for you to know when your audience is searching for something aligned to your product, even geolocation wise making the search more productive for all…check it out -> www.vertismedia.com

4-Create engaging content

The first step to getting content right is to ask yourself:

  • What do you spend the most time doing online?
  • How long do you think typical users spend online every day?

Recent studies show that on average consumers spend 8 hours or more a day engaging with digital content. Content is EVERYWHERE…it’s at the heart of every internet journey.

SO

What does online content mean to you?
How many of these would you included in your content strategy?

• text
• audio
• video
• photos
• images
• graphics
• animations

5-Think about integrating 3D/ AR elements to your strategy.

According to global augmented reality statistics, there will be about 1.96 billion mobile AR users by 2021 and 2.4 billion users by 2023. A BRP report showed that nearly 50% of consumers were more likely to buy products from retailers that were also providers of AR experiences. When customers experience advertised products in context, by placing three-dimensional (3D) holograms of the products in their physical surroundings this AR-enabled product reduces the effort required to create purchase-related imagery. Where customers are increasingly distant when it comes to the purchasing context, AR makes it easier to imagine the product.

Which of these 5 points have you already integrated in your strategy?

We’d love to know.

Image from The Times.

2020 Wrapped Up!

5 points it could be useful to bear in mind when it comes to your digital advertising strategy next year.

1) Videos are shared more than text and links combined.

It is a truth universally acknowledged that compelling video content is one of the most effective advertising tools. Why? Because people remember videos for longer and share them more often than other forms of media.

2) 90% of consumers read online reviews before visiting a business.

That’s a staggeringly high percentage, right? Also, customer reviews influence 67.3% of purchasing decisions. Sounds like people trust them just as much as personal recommendations which makes sense as the borders between people in real life and people we interact with online are blurring a tad more during lockdown life. This makes reviews an incredibly important resource for businesses especially at a local level.

3) Ad spending is on the up for 2021

eMarketer’s Global Digital Ad Spending Update Q2 2020 predicts that spending will achieve a moderate 2.4% growth this year but it is expected to bounce back with a growth of 17% in 2021.

4) Over 70% of YouTube watch time comes from viewers on mobile devices.

The number one gateway to internet access? Mobile phones. It follows that they have also become the most popular devices for watching video content. Nearly a quarter of the world’s population will watch a video on a phone this year.

5) 88% of consumers who search for a local business on their mobile call or visit that business within a day.

This staggering statistic shows the importance of making a good first impression on customers. What’s more, 18% of all local searches lead to a sale within 24 hours. It’s important to cater to your local clientele, as 72% of people who visit a physical shop choose one within five miles of their location.

Though these are just a few stats they point to the fact that this industry is in a state of rapid flux. As digital marketers get to grips with all the rapid technological advancements, an incredible wealth of opportunity has opened up. In this highly competitive landscape are you at the top of your game when it comes to standing out from the crowd?

So what’s next?
Context is the new focus for 2021. But not all environments are brand suitable and safe. Vertis Media offers personalised, brand-specific expertise that works to optimise and get the most from the heart and soul of a page in order to accurately gage the content.
As marketers we know that getting to the heart of the context of content is the number one route to connecting with the ideal audience. Head to our site to contact us and let us know what the project you are focusing on now is and how we can help you get the best results www.vertismedia.com.

What does 2021 hold for digital marketing?

The sectors that came out winning from 2020 were media streaming businesses, mobile gaming and e-commerce propelled forward by peoples’ increased confinement for long periods of time.

As we creep towards 2021, however, our hopes are also tentatively gearing towards normality returning so let’s see what we think the two main trends for brands are:

  1. Creativity: In order to build unique and engaging experiences the future of native includes, without a doubt, the increasing integration of creative features and assets. Brands were already demonstrating more involvement in how its messages were being marketed but with Covid this process has accelerated, with brands using their in-house resources to develop new ideas when it comes to promoting what they have to offer.
  2. Flexibility: Given the historical moment we are currently experiencing, flexibility is everything. As distributors of digital campaigns Vertis Media are having to adapt extremely quickly in order to react to the changes that are occurring, sometimes on a daily basis, with the brands we work with. In a world in which things are changing at a faster pace than we could have ever imagined before (and that’s pretty fast because we basically lived on-the-go before anyway!) monumental changes are taking place which will affect how people behave. As a company we are supporting clients through a process that needs to reflect and adapt to the change in order to continue supplying users with the necessary support.

There are two important messages that we as a company assisting in the distribution of brand messages need to be sending out right now:

  1. Reassurance: brands need to let their consumers and audience know that they aren’t just still up and running but that they are, even more so than before, here for the long haul. Brands need to show that they are still able to provide the products, services and offers as they have done before…even in a situation of drastic change as with Covid.
  2. Innovation: ensuring that how the company is adapting to the current change is being made known to people as this is a demonstration of flexibility and strength at a time when many of our certainties are crumbling.

At this stage, it is impossible to predict what will happen and what our new normal will be. One thing is for sure: gone are the days when companies and brands were able to plan their marketing strategies months in advance.

It is of the utmost importance, therefore, to adopt a strategy that has within it the potential of adapting rapidly to changing messages that reflect the rapid change of the unpredictable times we are living in.

So how do you get started with native and contextual advertising? It’s easier than you think.

With 10 years’ experience, we’re experts in taking ideas, injecting creativity and distributing your branded content to the right audiences with your marketing objective in mind. To get things rolling contact us.


Are you doing these 5 things to look after your customers?

If there is anything you can do to make your digital marketing customers happy then now is the time to ‘do a Nike’ and JUST DO IT.

Is it time to shift the focus from making completely new customers to instead investing energy in those “casual customers”?
Who are casual customers? They are those new visitors that have already purchased something the one time and are just one step away from making that valuable second purchase.

Consider this likelihood of success:
Selling to an existing customer 60-70% vs selling to a new prospect 5-20%. Now is the time to build a solid relationship, company to customer, by interacting with them with informative content during each phase of their journey.

Here are some of our tips on how to turn one-time buyers into loyal customers:

  1. Use special occasions to promote your products. Is it New Year? Xmas? An anniversary or 5 years since you launched your business? Celebrate this! It’s an occasion to talk about your brand by reminding customers when they first bought your product or send them wishes on their birthdays. These a great way of reminding them that you are there. Even if they don’t take you up on your offer of a discount they will appreciate that you remembered their birthday!
  2. Let your customers know about price changes. If your customer was one step away from making a purchase then some additional information on the price can really influence them when it comes to making that transaction. What’s important here is conveying a sense of urgency when it comes to them adding the product to their basket. These messages with purchase updates create more engagement and promote stronger ties with the brand.
  3. Send a top-up reminder. Has the customer already bought a product that could be running low now? Ink, water filters, copy paper? Now is the time to send a reminder that they should reorder and this will encourage repeat purchases and make sure they don’t go to a competitor for the same product.
  4. Reward Loyalty. Make sure you make the customers who stay loyal to your brand feel that you appreciate their support. Either premium content or exclusive early access to a sale, for instance, encourages commitment to your business.
  5. Reviews. Has your customer made a purchase? Following it up with a request for a review will make sure that your company gains visibility in the eyes of other customers- especially if it’s positive!

Strengthening your Brand in a Time of Crisis

Is it time to think about what type of content is likely gain consumer trust?


One of the many consequences of the Pandemic in consumer spending has been the increased awareness customers have on how best to spend their money. People everywhere are becoming more switched on when it comes to how best to spend their money.

Let’s be honest, it’s just not the best time for people to splash out or try new things. They will for sure go for brands they trust and that provide the continuity that the outside world cannot right now.

This makes brand values and how money is spent more relevant than ever and that must be the focus for marketers that want to engender trust and survive in a new market.

Why is it important to know what your ideal customer looks like?

The lockdown has meant spending more time in front of computers with increased online activities which includes, of course, online purchases. Of course online shopping was already a thing but from being a mix of both face to face and online, stats show that 90% of consumers admit to avoiding physical shops as much as possible and this change has consequently meant how consumers interact with brands has also changed.

Engagement with the increased digital communication on behalf on brands has increased notably but understanding what your ideal customer looks like and needs is important, now more than ever.

How can you create interesting content that inspires loyalty?

So, what helps build this picture of your brand’s ideal consumer? How can you give your customer, the customer who will invest and remain loyal to your brand, a face?

In this increased pandemic digitalized scenario, tracking what customers are really interested in has become possible through a type of advertising that sits within relevant content accessed by those customers. In addition to being relevant it is also content that, because it seeks not to disrupt the flow of the general context, tends to engage on an emotional level with your shopper creating engagement and a longer lasting impression.

In short, this is content aligned with that customer’s personality engendering success as a consequence. Both liked and trusted, your brand is now situated in prime position to achieve the best results. How? Through engaging content.

This Reuter’s survey states that 75% of consumers admit that if the content is interesting to them, it is guaranteed they will somehow interact with it.

Taking Ikea as an example, with whom we work with all year round on the Italian market, you can see how their brand message adapted to these turbulent times through native advertising.

Following changes in their communication, ecommerce went up by 60%. Why was that? Is it just because people are on their laptops, tablets and smart phones more? Perhaps. But crucially, native advertising makes sure the right eyeballs are seeing the right content.

Think of the office worker who has been asked to work from home: they’ll most likely do some research on how to improve their home office – or perhaps how to assemble one from scratch. They search for an article detailing this… and there is Ikea. Offering solutions to a problem the person is researching, within the very article that the person is reading. Not a generic banner ad at the top of an irrelevant website, but targeted to the very people who need to see it at the very time they are searching for it. The right place at the right time.

Speed was of the essence for these campaigns at the start of lockdown and the great thing is here that you can repurpose content you already have, and can you imagine…Ikea has tons of it…Ikea’s messaging resonated with people because it still reflected its values: adapting to what your situation is and making the best of it, promoting a type of space that can allow a sense of togetherness even through difficult times.

Do you think your brand is worth it try a type of advertising which can get you the results that will carry you through these difficult times? I’d love to hear from you on how you plan to boost your brand for 2021!

What are the differences between Classified advertisement and Display advertisement?

Classified Display Advertisement is a method of advertising that is found in newspaper online and any form of online advertising. These periodicals may be sold or distributed for free and are very short.

differences between Classified advertisement and Display advertisement

Classified advertisements mostly placed by private individuals with single items they wish to sell or buy. Free classified advertisements buy and sell items, cars, properties and find or offer jobs publications printing news or other information after have sections of classified advertisements there are also publications which contain only advertisements.

An increasing number of sites and companies have started providing classified marketplaces online for the niche market services. Sometimes these specialized ads provide more targeted search capabilities than general search engines.

Display Advertisement is a type of advertising that typically contains text, logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear either on the same page as or on the page next to the general editorial content. Whereas, classified advertising generally appears in a different section, which was traditionally only used for text.

Display advertisements are not required to contain images, audio or video. Textual advertisements are also used where text can be more efficient, for example: messages of a commercial nature sent to mobile device users, or email. One common example of display advertising are billboards. Posters or fliers are examples of display advertising.

Cloudy with a chance of meatballs? Weather based advertising is officially a thing!

Vertis Media have been using weather-based advertising for a while now. This involves targeting consumers based on the local weather (past, current, or future).

Weather based advertising

This means that ads are delivered based on the weather conditions that the user is experiencing. It makes perfect sense, doesn’t it? For example, adverts for particular beachwear could be presented to people during a heatwave, or antihistamines could be promoted to audiences located in areas where there is a high pollen count. An efficient way of doing this is through a weather targeting platforms, which enables users to trigger ads and automate bid adjustments dependent on real-time weather news.

In a world where we are ever more in control of our every day, it is strange to think that weather has a firm grip on nearly all aspects of the consumer purchase experience today.

Starting from what we eat, drink and an array of other activities that are fundamental to us as humans are all influenced by the fluctuations that weather throws at us.

An understanding of this relationship can be extremely fruitful for all parties. Data relating to weather can be used to advertise products at the most profitable time and in the most impactful way.

We broken it down here: this is how weather influences consumers in three different ways.

  1. Purchase method: weather affects how people make purchases. For instance, during a hot day, physical shops often enjoy more footfall, whereas during colder periods of the year, traffic to online portals is likely to increase.
  2. Mood: The second way in which weather influences consumer behaviour is through its influence on mood. Sunlight, in particular, can have a huge impact on a consumer’s mind frame and by consequently the the amount they choose to spend.
  3. Product choice: Weather drives product demand. More pharmaceutical products will most likely be bought on days where the temperatures are at a particular level. Colder temperatures will determine a higher spending on soups, porridge and lip care products for instance.

The Future of Advertising

Advertising is becoming increasingly personalised but also automated, immersive and experiential… All this is, of course, trackable as incredible technology is helping advertisers go where advertisers have never been before.

The Future of Advertising

1. For the first time ever, 2019 sees digital accounting for about half of the global ad market (eMarketer).

2. The growing fanbase for Voice. According to Juniper Research, 2.5 billion voice assistants were in use at the end of 2018, and that number is expected to more than triple by 2023 (Source: Adobe Digital Insights).

3. Interesting fact: 39% of people who heard a voice ad later went on to purchase the product advertised (Adobe Digital Insights).

4. The future is programmatic: by 2021, 88%, or $81 billion, of all U.S. digital display ad dollars will transact programmatically (eMarketer).

5. 50% of Generation Z and 42% of Millennials identified social media as the most relevant advertising channel (Adobe Digital Insights).

What is digital display marketing?

Display advertising is a type of advertising that uses text, animations, photos or videos to target users with a commercial message.

digital display marketing

There are 3 main types of display advertising campaigns:

  1. Retargeting
  2. Acquisition
  3. Brand awareness

Retargeting, also known as behavioural marketing relies on custom segmentations in order to deliver relevant ads to your audiences.

Acquisition ad campaigns can be very expensive and not give great results: a lot of banner ads are competing for the same space with highly retargeted ads that have a stronger chance of converting.

Brand awareness focuses on reach as opposed to direct conversions. The aim here is to reach as many people as possible and make sure they get interested in the brand/product advertised. These campaigns need to run for longer if they are going to be effective

How is machine learning impacting digital advertising?

Machine learning systems are made up of algorithms that are intelligent enough to comprehend data in a way that leads to a “diagnosis”, prediction and organisation.

The more data they are exposed to the more they are able to improve. They can also teach themselves to become smarter over time as they are increasingly exposed to data.

Machine learning and AI

Machine learning allows us to “imitate” the mental process of the buyer “optimising” the choices just like a normal buyer would. This system has the ability to learn over time and generate more accurate results applying its “knowledge” to different campaigns, making those associations that can be challenging for the human brain to pick up on its own.

Machine learning is now everywhere when it comes to digital advertising and is being applied to different aspects of it:

  1. Data measurement (What is Tom’s pattern of algorithms?)
  2. Prediction of device association (Based on IP info is that Tom’s ipad AND iphone?)
  3. Intent prediction (The likelihood that Tom will buy those new shoes in the next month or so)
  4. Response prediction on an ad impression level (Will Tom click on the ad, or view the whole video?)
  5. Fraud detection (Is Tom real?)
  6. Audience insights (Can I extract some of Tom’s behavioural patterns for instance to inform creative design?)

The next steps for machine learning
Machine learning will only improve as the years go by. As technology advances, computers will be able to make more adept correlations, and as we move into an ever more mobile world, advertisers need to rely more and more on the multiple platforms in order to deliver their message.