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16
Apr

What is the future of Native Advertising?

native advertisement future

RU into the latest “bling bling” Native Advertising thing? Should you?

The problem with marketers is that they are so passionate about what they do. Each time something new pops-up, they want to know.

Often “over-hyped”, and in a sense too young to go mainstream, we try these new “must-haves”.

As is the case with Native Advertising.

The first timid attempts tend to fail, as in the famous example of The Atlantic.

The 157-year old newspaper published an article in which they clearly supported the Scientology Church. Although the article was clearly marked as “sponsor content”, they received a lot of bad reactions, and had to retract the article and publish an apology to their readers.

But of course, we learn from this. In my previous blog post about Native Advertising I explored what Native Advertising exactly is, and how you should apply it.

This blog post is about:
• What kind of content you need when going for Native Advertising?
• How does the future of Native Advertising look like? Read more »

1
Apr

The Rise of Online Advertising, and why I don’t get it

online advertising - why is it growing?

On the one hand online advertising is growing, and on the other hand stats show they are not effective. Can someone explain?

For a couple of years I have been blogging to help others. Now has the moment come where I need your help!

My question is very simple:

Why do marketers keep advertising online, while clearly it doesn’t seem to be working?

And before your click away, no, this is not yet another blog post “yelling” to stop advertising, and to start doing content marketing.

This is something else, and I am merely trying to get my head around something.

And for this I need your help… Read more »

16
Mar

Marketers flawed in listening to customers

listening process

When was the last time you listened to a customer?

When was the last time you spoke to a customer? Or let me rephrase that: when was the last time you listened to a customer?

Everyone knows you have to listen to your customers.

Practically the entire business of marketing revolves around customer insight.

The logic is simple: if we can understand them more clearly, then we can better connect with and serve them, with timely, relevant, useful and helpful information.

I love to use the word meaningful content, and so meaningful content is what is needed to connect with them.

Marketers are fooling themselves

Tell me honestly: when was the last time you really listened to customers?

I am not talking about a customer satisfaction survey, a net promoter score, a market research report. Not even a focus group session or formal ITIL “voice of the customer programs”. Read more »

5
Mar

The Future of Advertising is Google’s “Don’t be Evil”

the future of advertising

Google’s über cookie

Marketers are trying to collect a lot of data, in a move towards big data. But Google and users are fighting against it : keyword not provided, cookie not accepted, location turned off, notification turned off.

On the other hand, we are leaving more data trails than we have ever done before. Even garbage cans are scanning our mobile phones to get the MAC address from your phone to understand how many times you came by (they’ve stopped that now due to protest).

Next thing is you’ll get an iBeacon  alert trying to sell you something because they know you’ll pass by on monday at 8u30.

Think about this for a second how addicted we are to our mobile devices and how addicted we are to using cool technology like Google. In many ways you could say Google knows us better than our wives or our husbands because all the stuff we put in there lasts seven years.

Google’s über cookie is coming

Google is in a way walking a very thin line. On the one hand they claim to protect our privacy (keyword not provided), but on the other hand Google is reinventing the bowser cookie into an über cookie: AdID.

The stuff you browse on your laptop and the stuff you browse on your smartphone could all be lumped into one big profile on you. Advertisers will be able to tap into this information, because that’s where the money comes from for Google. Some even speculate that Google will connect your online behavior with your real profile.

Read more »

18
Feb

The rise of Smart Content Marketing

smart content marketingContent marketing is changing from an art to a science. That’s what I talked about at an event a few days ago.

The event is called Trends Night, and is organized by STIMA, the largest independent marketing industry organization in Belgium.

The event featured a couple of excellent speakers like Bart De Waele (@netlash), Hakim Zemni (Insites Consulting, @hakimzemni), and Norm Johnston (Mindshare, @ntjohnston).

Admittedly, no big international names, but what they said was pretty interesting. You can find their presentations on Slideshare:

And I spoke about:

Content marketing is becoming smart content marketing. And in general, marketing is transforming from an art to a science, or something in the middle if you will. 

Here’s why… Read more »

3
Feb

Should you invest in Native Advertising as Marketer ?

native advertisingI’m looking at it and I just don’t quite get it. Banner ads don’t work, and yet marketers still keep investing in it. According to a recent article in Smart Insight click-through rates remain impressively low with “banner blindness” as a key reason for ignoring ads.

One day, someone needs to explain me why a marketer doesn’t get fired by the CEO for spending thousands of ad euros and reporting a conversion of 0.2%. But let’s keep that discussion for another time.

Native advertising. They are the latest addition to digital advertising land. Named as the “disruptive” technology that will change the advertising business model. It is considered the fresh air that the beleaguered publishers need.

They seem to be more efficient, according to recent research from IPG Media and Sharethrough:

  • Consumers looked at native ads 52% more frequently than banner ads.
  • Native advertisements registered 9% higher lift for brand affinity and 18% higher lift for purchase intent responses.
  • Consumers looked at native ads more than the original editorial content.

Some feel as native advertising is the same as advertorials or article marketing.

It’s not. 

OK. So what is native advertising? And do you need to use it your marketing mix? Read more »

20
Jan

How to Embrace Digital, Social and Content as a Company?

20131113_Embrace_Digital_Social_and_Content_as_a_company_Slideshare_version_pptxThe reactions where heartwarming. Although I knew I had a nice story, I didn’t expect these fantastic reactions.

A couple of week ago I presented to around 60 B2B decision makers. The topic was basically about the biggest challenges of marketers today, and how they can solve these challenges.

When I posted a trimmed down version of my presentation on Slideshare, I got another happy surprise. It got voted “presentation of the day” on Slideshare. I think that’s pretty cool. And that my friends, as you can imagine, made me a little bit proud and totally made my day.

Here’s what I presented… Read more »

7
Jan

Digital Marketing Trends for 2014

digital marketing trends 2014As marketers, we have to “do” a lot. Just when we have social a bit under control, we need to do mobile. And just when we have our first “responsive” website ready, also this doesn’t seem to be enough. Nay, now it’s all context, big- data, gamification, customer experience and collaboration.

Pfffff.

It’s not easy today for marketers. And it won’t become any easier. How should a company deal with these changes? And how do you create new opportunities? Read more »

18
Dec

Which Content is Most Relevant to Your Buyers?

yodaProviding enough relevant content to buyers is one of the biggest concerns of marketers today, according to a recent study of CMI.

But how do you know which content is relevant to your buyers?

Showing business value is not differentiating

Building buyer insight is an important activity of marketers, resulting in buyer persona descriptions, or buyer insight maps as I often call them. Based on that buyer insight, content is created that shows the business value of your products or services.

The problem is that your competitors are doing the exact same thing. Read more »

10
Dec

How do you become a C-Level Digital Marketer?

C-level digital marketer

RU Ready for C-level?

I was really impressed. On his business card it said “Chief Social Media Officer”. He worked for a rather big, international company.

He told me he was busy with an impressive social media project, and was full of “influencer marketing”, “sentiment analysis” and “advocate” marketing. They were active on Facebook, Twitter, LinkedIn and Pinterest.

Wauuwww.

Just until I asked him how many tweets per week he was getting from customers. Then it became quiet. “Euhh, one or two” he answered. “But we are only starting to be active” he added quietly.

When I checked their Twitter stream just now, their latest Twitter post dated of one month ago. LinkedIn hadn’t been updated the last year, and they had 18 followers on Pinterest.

Everything is difficult in the beginning, you think, and it takes a while to grow a following, right? They had been active for 5 years on Facebook.

And when I check what they publish on online, mainly promotions and news about their own company and products, then it doesn’t surprise me they only have a handful of followers. Read more »