Re-Focusing Display Advertising: A Top Digital Marketing Trend in 2016

In 2016, spend on display advertising will continue to reign over spend on search advertising, with $32.16 billion projected to be spent on display versus just $29.24 billion projected to be spent on search. If this statistic is any indication of display advertising trends for 2016, advertisers will need to readjust their focus to stay ahead of the evolving industry. Here’s an insight from “2016 Digital Marketing Trends: Your Guide to Be Badasson why we think the game is just changing, not over:

Today, paid advertising takes on many shapes and sizes. While paid advertising as we traditionally have known it is dying, paid advertising as a whole, is by no means obsolete. Paid advertising in today’s digital world has simply been reconfigured. This fundamental shift is driven by consumer behavior, and it will move digital advertisers toward other forms of paid advertising, including social media, in-app, rich-media, content, video, native and geo targeting.

The rise of mobile and the attention to personalized, targeted ads will continue to impact display advertising tactics for the foreseeable future. More focused and personalized advertising methods, like retargeting and IP address targeting will move to the top of digital advertising agendas, which implies that display advertising is here to stay.

Retargeting Offers a Second Chance
Retargeting is useful for those who have visited your website, but never quite converted. Through the use of cookies, user information is tracked and display advertisements for the visited website will reappear to them when they browse other sites on the Internet. The idea behind this is to lure in consumers who have already expressed an interest in what your business has to offer, but abandoned the buying cycle. Retargeting offers a second chance for you to place your products and services in front of a group more likely to convert into customers.

Before you implement your retargeting campaign, segment your audience and group visitors based on what pages they view on your website, what products or services they click on for each page and their overall browsing history on your website. Once you’ve selected your segments, you can retarget with ads that promote discounts and special offers based on what they viewed.

Getting Specific With IP Targeting
A consumer’s web browsing activity helps to segment demographics for retargeting, but targeting based on IP addresses is even more specific. By targeting specific IP addresses, digital advertisers can match physical addresses to IP addresses and pull demographics for each user to target their campaigns. Pulling this information can help advertisers understand where users are accessing the internet, such as a personal residence, business, college campus, hotel—you name it. Behavioral campaigns—or campaigns based on a website user’s online history or mobile activity—and using Google’s placement campaigns can’t exactly guarantee that the user found your website because they are part of your target demographic. IP targeted campaigns, however, utilize big data to increase the probability of targeting the right audience.

Paid advertising hasn’t lost its importance—it’s shifted focus to smarter display advertising tactics. With the help of retargeting and IP address targeting, display advertising has made advertising campaigns smarter, more specific and more likely to turn your target audience into buyers.  Be sure to check out Sparxoo’s all-inclusive trends report, “2016 Digital Marketing Trends: Your Guide to Be Badass,”  to learn about other ways to activate this trend.

Why Marketing Stacks Are the Next Big Digital Marketing Trend

Thanks to a need for a more integrated system of marketing technologies, the strictly separate roles of Chief Marketing Officer and Chief Technology Officer are a thing of the past. In 2016, expect the line between the two positions to blur, as marketing and technology continue to merge with the use of marketing stacks. Marketing stacks are combinations of all of the platforms and software used to conduct daily marketing tasks. Viewed as the next big thing for streamlining everything from CRMs to content management systems, marketing stacks aren’t just a single platform—these stacks are a set of tools used to analyze a company’s “big data.”  The tools then analyze the data to develop an automated marketing program that best suits the company. In our comprehensive guide to upcoming trends for this year, “2016 Digital Marketing Trends: Your Guide to Be Badass,” Sparxoo explores this shift toward a macro-view of marketing tasks versus a micro-view:

“There are never-ending possibilities of technologies to choose from—making today’s marketing landscape both data-rich and very complex. By efficiently integrating inbound marketing, outbound marketing, marketing automation, customer management, and analytics, your marketing stack becomes a set of tools that enables you to manage the big data of your business and gain an even more connected view of your consumers. Think of a marketing stack as the platform that directs and connects messages between the various channels and stages of your marketing.”

Extensive planning and a true understanding of your business’s marketing needs is the key to creating a marketing stack that works for you. Take a look at your current marketing processes, and the software and platforms used to carry out marketing tasks. Make a note of the most frequently used technologies that are essential for your business. Here are some suggestions to consider when planning your marketing stack:

Go Back to the Basics and Outline Your Business Goals
It’s important to know what you’re aiming for one to three years down the road, whether it’s customer service satisfaction, maximizing profits or exponential client growth. Marketing stacks are only effective if you know what direction your company is going in, and what long-term goals you want to reach. Once you’ve established long-term goals for your business, you can develop SMART objectives—smart, measurable, attainable, relevant and timely milestones to make these goals digestible and attainable. These are the tasks that you’ll work on in much shorter timeframes, assign to specific teams and adjust as needed to meet your goals.

Understand Marketing’s Role in Meeting These Goals
All marketing goals should align with the company’s overall business goals. Marketing, especially in the digital realm, isn’t just about building brand awareness or growing your audiences on social media. Marketing is about knowing what information your target audience is looking for, and crafting your message in a way that drives this demographic back to your business. Who’s your target audience and how are you reaching them? What is your unique selling point and how is it conveyed? Pinpoint how much revenue you need to generate from inbound and outbound marketing, and create a SMART objective that looks something as follows:

Sample objective: Generate two customers from email marketing using current contact lists, and from acquiring new contacts from the website signup form, in 90 days.

The point is to make it an actionable task that sets you on the path to help your business reach long-term goals.

Connect Technologies to Goals
Think about what a day in the office is like for the marketing team. What platforms are used daily to help carry out tasks? Which tools—Salesforce, Pardot, Marketo, Google Analytics, etc.—are the best for maintaining customer satisfaction, simplifying tasks and offering the most insight into analytics and performance? Use these insights to build marketing stacks that can manage the “big data” of your business. The tools within your marketing stack will use this data to create automated, personalized marketing programs to help you meet your marketing goals.

The right marketing stack will help you automate routine tasks and give your customers exactly what they want when they need it. See what else Sparxoo has to say about this hot trend in “2016 Digital Marketing Trends: Your Guide to Be Badass.”

Digital Marketing Trends 2016: Not a Micro-Moment to Spare

This year, the digital marketing world can expect to see an increased focus on everything from micro-moments and the rate of responsiveness, to taking the “content is king” mantra to the next level. At Sparxoo, we want to help you ring in the new year with an in-depth discussion of seven trends in our guide, “2016 Digital Marketing Trends: Your Guide to Be Badass.”

The first notable trend is micro-moments. Micro-moments are those quick instances when people use their phone to learn, discover, research, watch or buy something, and they have forever changed the way consumers behave. However small, these micro-moments are the deciding factors for acquiring a customer or losing to a competitor. Here’s an insight from our guide about the “need it now” mentality of consumers:

“As consumer’s buying behavior and brand behavior changes, businesses must adapt and evolve to keep up. Consumers have become more impulsive and are instant-gratification seeking. As proof, Google search interest in “near me” has increased 34x since 2011. Thanks to the smartphone, today’s consumer is intent- driven in micro-moments. They want to go, want to do, want to know, want to buy, now. And it is your brand’s responsibility to be there, be relevant, be responsive, and be there to meet their needs in real-time. Micro-moments are where decisions are made and preferences are shaped.”

As today’s consumers’ attention span continues to shrink, the need to be right where your audience is, right when they need you, becomes even more critical. Optimizing local SEO and ensuring that your business’s website is showing up in location-based searches, such as “near-me” type queries, is one way to win the micro-moments game. Below are some tips on how to take charge of local results:

Optimize on Page Content

Ensure that your on-site content—including keywords, meta descriptions, titles, URLs and image file names—are all optimized for SEO. Search engines scan website copy to get a feel for what the page is about and to see if it is relevant for that keyword.

Build Local-focused Product Pages

Conduct keyword research for each specific product and the location it is offered in, then build product pages based on the selected keywords. Ensure that the pages being built are accurate landing pages for corresponding pay-per-click campaigns. Provide unique content for each page and be wary of overusing the keyword—don’t overdo it, or you’ll be a red flag in the eyes of Google.

Claim Your Listings

They’re yours, so own it. Do a local citation audit, and find out what directories your business is listed on and which ones it isn’t. Add your business to major national directories, such as Bing Places for Business or Manta, as well as any local or niche directories that are relevant to your business. Keep all listings consistent and make sure that the business name, address, website and other details are correct for every citation. Accurate data prevents potential customers from getting the wrong information, and it also keeps Google from getting confused about your business. The more local citations your business has, the more likely Google will view your website as a valuable result for your location and for the service you offer.

Reviews, Reviews, Reviews

With every business transaction, encourage your customers to leave a review for your company on Yelp, Google My Business, or any other review site. Google My Business reviews have a bearing on where your business shows up in the rankings, and a large number of reviews can help you get your business in the Google 3-Pack. Not only do reviews help with rankings, but they also act as a vote of confidence for your business.

Micro-moments add up, and to get ahead of the digital marketing curve, you have to be available to the audience. Take advantage of these precious moments by optimizing both on-site and off-site for local SEO. If you want to be the number one choice for your products and services in your location, you have to start by putting your business on the virtual map. Stay tuned for the next trend discussion from “2016 Digital Marketing Trends: Your Guide to Be Badass.”

2016 Digital Marketing Trends—Your Official Guide to be Badass

2016 Digital Marketing TrendsIn an always-on, mobile-centered world, digital marketing trends are ever-changing, forcing the digital landscape to continuously evolve. At Sparxoo, we understand the importance of monitoring these digital trends as they provide brands and marketers endless opportunities to share, connect and grow. We’ve outlined seven digital marketing trends you need to know about in 2016, including how they could impact you.

Here’s a sneak peek of what’s inside our 2016 Digital Marketing Trends booklet—your official guide to be badass.

What is it?

As organizations prepare for the 2016 fiscal year, we’ve put together everything you need to know about the evolution of digital marketing, and where it’s going in the new year. (For example, interesting things are happening in the paid search realm that could affect how you allocate your marketing spend—everything from remarketing lists for search ads to in-app spending.) The goal of this piece is to help identify best practices organizations can use when it comes to digital marketing. In addition, digital marketing is complex, and we want to break it down so it’s understandable and applicable to organizations small and large.

How’s it Structured?

Each trend is listed, featuring valuable information from our digital marketing gurus and other digital marketing influencers. Additionally, we include application concepts that can help you activate each trend listed.

How Can I Use This Guide?

The key takeaway from this guide is to understand how digital marketing evolves at an exponential rate, and how important it is to stay up to date as changes occur.

All types of marketers can use this guide. It’ll be a good pulse check for your organization to see what you’re doing well, and where the opportunities are to do more. In the guide, we discuss the new attention graph, how paid advertising (as we know it) has died, the importance of marketing layers, and everyone’s favorite, schema markup.


Download Sparxoo’s 2016 Digital Marketing Trends now.