Online Marketing - The Smart Way of Promoting

Published by MBA Skool Team, Published on March 23, 2013

Online marketing is one of the rising types of marketing segment to promote products and services in stunning way.  There are many smart ways online media is catching up the audience using different kind of technology to promote the commodities also it has enormous accessibility and reach it is easy to reach millions of users at one go.

Being the modern and hottest field online media advertising has become focus of attention in all the trading and service firms. According to the media experts online marketing mode carries a lot of prospected audience to make business. Also experts think that online media advertising is in game change period and soon it will beat other traditional media of advertising with its reach and sustainability.

The Smart ways of promoting

The sharpen technology discovering many more new systems to make strengthen of online marketing segment. Below are recent trends which are talk of the town in this industry.

  1. Real Time Bidding
  2. Behavioral Targeting
  3. Make the audience busy through Interactive Creatives
  4. Mobile App marketing
  5. Games on social media channel

Real Time Bidding: This is one of the booming technologies which enable high return of investment to the advertiser. Real time bidding will be a significant factor that can fulfill the promise of online marketing.

As defined by Parks Associates, the automated process of buying and selling online display advertising in real time, and it incorporates enhanced solutions in targeting algorithms and data analytics in order to deliver better targeting, greater control and more granular campaigns.

In general words we can easily compare real time bidding with stocks market and its operations, but whatever transactions happed in RTB is approximately o.6 seconds.  Once advertisement wins the bid for desired inventory it will start serving to the right audience at the right time. Even still lot more improvements are going on to develop this system and track the accurate data at real time. As predicted in 2012, by this yearend real time bidding is most game changing segment in online marketing.

Using Real Time Bidding, Facebook advertising exchange is assuring the conversions within 2 days to its advertisers and it is working in that advertising exchange with abundance of audience, targeting based on geographical, demographical and behavioral factors.

Behavioral Targeting: This is one of the major parameter that online media used to target the right advertisement to the right customer to get business done within estimated time.  These technologies assess user behavior through user’s activity on World Wide Web.  This technology tracking through user’s IP address and personal information which user has submitted while transacting something else on the web.  Through this user data, various types of the advertisement will target to the respective customers based on their behavior and demographical factors.

Through behavior targeting most of the online media networks retargeting the interested customers through a variety of offers and discounts. Also many data management companies will analyze this data and segmenting the data as per the behavior of a particular customer.

Make the audience busy through Interactive Creatives:  As technology develops, online media is also implementing new techniques to attract the customers towards its products or services. Now most of the displayed creatives which have eye catchy look, color, articles on ads, videos, offers, discounts and many more to attract the customer’s attention from its first impression.

These interactive creatives have all the features in single creatives and this leads customer busy with one of their pages or its services. Also through this kind of the creative we can track user’s activity in each and every second and over again using this data, advertiser can target those audiences for their new products or services.

Mobile App Marketing: Now a day’s most of all are using smart phones and through mobiles we are engaged on many social networks, e commerce services, personal email conversations and chats applications.  These applications will capture potential data of the respective customer and track their activities on web.  Through these kinds of the interactive applications, marketers will target their desired audience to promote the services to its desired pool of customers.

Advertisers are following their own strategies to stay at the top of the game using these mobile apps.  Few are listed as these are recent trends in 2013.

  • Retargeting and Real time bidding using mobile apps - Every successful mobile marketing campaign starts with successfully targeting those who will prove most beneficial towards the product or services.  The recent introduction of Apple's Advertising Identifier is helping to develop more complicated real-time bidding and retargeting technology, including the ability to exclusively target the inactive users in an effort to reengage through mobile apps and making other marketers jealous in the process.

Real-time bidding is truly a win-win for the mobile advertising industry, giving buyers more access and transparency while concurrently giving sellers a market-driven fair price.

Frequency of tracking -   This is one of the high debated topics across the industry and still it is going on in this year with lot of facts and figures. Using Unique Device Identifier (UDID) advertiser can track the activities of user. It is one or the other way helpful to understand the user behavior and expectations to optimize the app for stand on the top of the market. AdTruth is also announced a partnership with OpenX Softwares on their new venture to develop Unique Device Identifier technology in Jan 2013.

Advanced data capture about users – From past few years, many industries have squeezed the power of data and now the mobile marketing industry is taking notice and recognizing its value. The possibilities of discoveries using data are endless. Thousands, millions, and billions of data points provide mobile app marketers with a wealth of knowledge on user behavior that was not previously available.

New mobile user behavior: As we discussed above mobile marketing is also booming with other form of online marketing and we can also easily track the behavior of the particular user and potential of customer to promote feasible product.

In TradeMob, we are predicting a change in user structure and behavior in 2013. Due to competition in the tablet and smart phone market increases, service providers inevitably become more accessible and affordable to a larger cross-section of demographics, including less affluent and increasingly younger users.

According to eMarketer, introduction of new tablets like iPad Mini, the number of tablet users is expected to see explosive growth and it is reaching nearly 34 million (in 2011) to 70 million in this year.

Games on Social media channel: Social gaming started in middle of 2007 and officially introduced on Facebook platform.  Since then, Facebook grown from 27 million to 500 million unique visitors and over 70% visitors are engaging with social gaming on various social media networks.

Through these gaming apps advertisers can attract the premium customer especially they will target youth segment of customers to promote their lifestyle, entertainment, sports related merchandise and accessories to the targeted audience. Social media has implemented three methods for driving social games, such as premium placements, ongoing promotions, and viral notification channels from these three methods social media networks attracts daily active users to make revenue out of these games.

Conclusion: Online marketing segment is one of the terrifically growing domains for many uses. As fast as technology develops this domain is also developing in its own sizzling way.  This is the major reason that we all can see online advertising inventories on each and every piece of the web page and it’s just like a popular marketing place put any product or services in front of the right audience at right time also there is no geographical barriers to promote any of the services at any time without any hassles.

This article has been authored by Hemanth Crpatna from Google India Pvt. Ltd.

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