Publishers need to make it easier for advertisers to say yes
Guy Cookson is CMO and co-founder at Respond
For publishers, there remains a discrepancy between mobile traffic and digital ad revenue that comes from this source - Guy Cookson from Respond argues for more native formats across devices to balance this.
Billionaire former Mayor of New York City Michael Bloomberg says one of the best pieces of advice in business is this: “when the customer says yes, stop talking.”
Well, it makes sense. If the deal is done, why complicate things? But that’s exactly what publishers have been doing in a big way since the explosion in mobile traffic over the last ten years.
Big brands want to advertise with big publishers
The fact is that big brands want to advertise with big publishers. It’s one of the only places they can reach the right people in the right environment. Yes, social media is wonderful for scale and targeting, but nothing quite beats being surrounded by high quality editorial. And yes, the brands as publishers phenomenon is real, but it’s mighty hard to attract a large audience to brand properties.
marketing is trumpeted as one of the great money spinning phenomena of the
internet age. Forrester predicts that it will be worth $4.5billion by 2015, yet
many of us don’t know how to get a piece of the action.
So the good people at eSeller have taken action and drawn up a series of guides explaining what affiliate marketing is, which businesses can help and what your next steps should be. Before you know it you’ll be reaping the benefits of other people’s traffic!
With more than 300 million users, LinkedIn is one of the fastest-growing social networks. Yet for many people, LinkedIn functions mainly as a digital résumé. The platform has the numbers, but now it’s turning its focus toward user engagement.
Simultaneously, content marketing teams are looking for better methods to track engagement on social media.
The Content Marketing Institute reports that 93% of B2B marketers are using content marketing, but only 42% believe they’re effective at it. Brands are often unclear about who their audience is, what’s valuable to them, and how to deliver that value consistently.
They’re also tracking data that isn’t actually relevant. “Likes,” clicks, and favorites aren’t indicators of genuine engagement — especially for B2B brands.