Nearly half of online ads miss target audience

Mobile tends to be more accurate than desktop when targeting narrower groups

Only 53% of ad impressions served in the UK were viewed by people of the age and gender advertisers intended, according to a study of more than 44,000 campaigns across 17 countries by measurement company Nielsen.

The accuracy of ad targeting varies widely by sector, with travel marketers currently the most likely to reach their desired audience in the UK (doing so 66% of the time) followed by entertainment (64%). On the other hand, FMCG (40%) and retail (42%) marketers are most likely to struggle hitting their target audience. 

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Have you ever felt overwhelmed by all the LinkedIn communications you receive?... Christine Hueber

 By Christine Hueber Leave a Comment

Overwhelmed by all the LinkedIn communications you receive?

You’re not alone…trust me!  And the good news is that it’s changing.  According to LinkedIn, they are now sending 50% fewer emails than they were a few months ago.   Here’s what else is new…

A new LinkedIn communications platform for email, notifications, mobile and SMS has been developed.

It’s called Air Traffic Controller and has been designed so you receive only what you want to read.

How Does The New LinkedIn Communications Platform Work?

Air Traffic Controller (ATC) uses learning algorithms to determine the right amount, right frequency, right time, right content and right channel…for you…based on your LinkedIn communications activity.

For example, in the past, you received an email for every connection invite. Now, if you receive a handful of connection invites in a short period of time, the LinkedIn communications ATC platform will automatically roll them up into a single email.

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Marketers are forever playing catch-up": EditorEye talks marketing trends with E-goi

We had a quick sit down with Tiago Oliveira, the Country Manager of UK & ROW at E-goi, who provide a multichannel marketing platform that integrates e-mail, mobile, web, voice and social media campaigns for lead generation and customer lifecycle automation.

Tiago is passionate about new technologies, travelling and building long lasting relationships: "I'm a young man who tries to inspire someone every day to try something new… whether it's to communicate in “new ways” which they could well find more efficient and profitable".

Veronica: So, how would you say marketers have changed their use of online tools in the past few years?

Tiago: They haven't mostly - and that's a problem. Marketers are usually standoffish to change, which makes sense, as they invest a lot of time and effort in their online tools. Well, hey, look at my empty hand – that’s the amount of flying monkeys consumers give about it.

This is key because consumers are much, much quicker to switch and adapt to anything that suits them better, with marketers forever playing catch-up. Attempts to anticipate consumer trends usually crash and burn because of a fixed mindset grown out of jerry-built tools. The only way you can break out of this deadlock is pretty simple: talk to your user base!

Taking a page out of Valentine's playbook, don't just stand and watch your target audience, look closer and lovingly! Don't just hear, listen. Really listen! And then act accordingly - and swiftly - to choose the tools that will put you on the right path.

Veronica: What can you see as the trend going forward?

Tiago: I've seen it already (and I suppose you have too). It's called Minority Report's in-store scene. That 5-minute sequence gives you more “doable” forward-looking trends than a thousand conference papers. It's all there - predictive buying, 360º marketing, targeted remarketing automation.

The funny thing is we’re just a couple holograms away from realising it. We have the data, but spread too thin to put it together in a really actionable way. Mobile (or whatever wearable gadget people end up using) will clearly be the centerpiece of any future trend (more than 50% of all emails are now being read on mobile) and this is why push-based messaging is so important. Nevertheless, marketers will still need tools allowing them to look at the big picture instead of just focusing on single, cordoned-off channels.

Veronica: What's the biggest challenge for marketers in today's environment?

Tiago: Reading people's minds. Since this is impossible (except for cats :), marketers need to settle for the next best thing: sherlocking their way to customer’s needs and wants.

You can guess. You can deduce. But quite often consumers are willing to give out this info themselves if you just ask nicely. Again, the key thing here is looking not at what people are buying, but what they are saying. Marketing automation can go a long way to help you with this, although bear in mind it doesn’t plan everything out for you!

Keeping a sharp eye out for flexible automation tools that will stand the test of time is a must. Don’t be afraid to experiment. Life welcomes change and so will you.

Veronica: What about different industries, can you see the challenges varying there?

Tiago: Not really. It all boils down to engaging with someone at the exact time they are most driven to engage with you. And this must happen regardless of any industry.

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