Plus: 4 ways to make online videos that sell; ad budgets migrating outside the U.S.; marketers fumbling with their big data; and more
Tablet consumers rule, and here are eight ways to target them: Tablet consumers are the most valuable online consumers, spending 50% more per purchase than smartphone customers, and 20% more than desktop and laptop consumers, says a report by Adobe Digital Marketing. How do you reach these big spenders? Don't build a standalone tablet strategy, because other digital media still attract larger numbers of consumers. Instead, build an integrated online strategy that includes a strong tablet plan and dovetails with your efforts across other channels and devices. Here are eight ways to do that.
Four keys to making online videos that sell: Stop making oddball videos and praying that they'll go viral. Less than 4% of videos on YouTube draw more than 100,000 views. Aim to make a video that reaches a targeted audience; wins them over with humor, creativity and good storytelling; and drives them to act on your message. Here are four tips from Ogilvy's Robert John Davis and Jeremy Sanchez for crafting videos that can draw a crowd for your brand message or product.
Ad budgets shifting to emerging markets: Sixty percent of global marketers are shifting budgets to markets outside the U.S. for growth, says a survey by the World Federation of Advertisers. The U.S. remains a key player in digital marketing—especially in social media strategies---but other regions are becoming known as leaders in other disciplines. Asia leads the world in mobile marketing, the survey says, and Europe and Australia rival the U.S. in integrated marketing and creative advertising practices. Those surveyed think the U.S. is self-obsessed; 90% of marketers outside say they pay attention to U.S. marketing, while 11% said they thought U.S. marketers note what's going on in the rest of the world.
Marketers are failing to use "big data": Advertisers are building mountains of data about consumers from social media and other digital sources, but they're largely failing to exploit this "Big Data," according to a study by Columbia University Business School. Much of the problem stems from how they handle that data: About 39% said they can't turn data collected from digital sources into actionable insights; 45% said they aren't using data to effectively personalize marketing communications; and 51% said there is a lack of sharing data across their organizations.
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