Mediaboss Marketing

The third edition of Mobile Marketing Ecosystem Report 2020 by Mobile Marketing Association India and GroupM has highlighted that 80% of marketers would increase ad spend on influencer marketing next year. While OTT players are estimated to make hefty investments of approximately Rs 2.5 billion for content creation as well as distribution taking video consumption to new high, regional content, voice search and MarTech will play crucial role in the growth of mobile marketing, the report stated.

Key highlights from the report:

Ephemeral Content: Ephemeral content is a rich media format which disappears after a short duration. Due to its temporal nature, ephemeral content forces the creator to be more spontaneous and thus increases the likelihood of the content being authentic.

AI: About 80 % of large corporate giants have adopted some or the other form of machine learning in building new competent systems, complementing their core business.

E-Wallets: Indias local UPI (Unified Payments Interface) platform crossed the 1000 million user mark in October 2019, making it one of the fastest adopted payment gateways in the world, leading to a massive rise in social commerce.

Gaming: There are approximately 250 million mobile gamers in India, spending about 60 minutes every day playing mobile games.

OTT: With more than 30 OTT players and 10 music streaming apps in existence catering to various entertainment and media demands, Indians are prone to consuming content across an array of digital formats and platforms.

Original Content on OTT: OTT players are estimated to make hefty investments of approximately Rs 2.5 billion for content creation as well as distribution.

Influencer Driven Content: Marketers believe that influencer marketing helps them engage with customer in an interactive way and thus 80% of them would increase ad spend next year.

Video: With attention spans of consumers being short, short-format advertising content is key. Currently, India is the sixth largest market in consumption of video ads.

Vernacular: 90% of new internet users over the next five years are expected to prefer regional languages to access the internet.

Voice: 25% of search queries in India are through voice commands. 38% of consumers who have engaged with voice ads find it less interfering as compared to other forms of advertising.

MarTech: CRM to programmatic ad buying, automation and artificial intelligence are making the advertising process more efficient. Nearly 80% of large corporates have adopted machine learning in some form; 30% of new-gen start-ups

Measurement Metrics: The key metrics that matter to business are output metrics, Brand and Sales metric. Very often, advertisers measure input metrics as a way to quantify or metricize their advertising efforts. While these metrics are important to ensure hygiene and efficiency of campaign input, these are not output metrics that ultimately matter to business growth.

Current mobile landscape statistics:

- India has active user base of 451mn while the internet penetration hovers over 36%

- Currently, across both rural and urban areas in India, 99% of users are using the internet on their mobile phones

- Along with cheaper data plans, smart phones have also become more affordable, allowing wider access

- Out of a population of 1.3-1.4 billion, India has 1.16 billion mobile subscribers, comprising 700 million unique mobile subscribers

- With the increase in number of mobile phones, time spent on mobile also grew to 3.7 hours per day which is a 25% jump as compared to 2017 data

- Currently, data in India is priced at USD 0.26 for 1 GB, as compared to the global average of USD 8.53 per GB

- In the third quarter of 2019, the smartphone market in India shipped a whopping 46.6 million units, fuelled by launches of new models, online sales and price corrections

- In 2019, consumers downloaded a record 204B apps worldwide, spending close to $120B which is 2x of 2016 spending

- Among all active mobile internet users in India, which stands at approximately 451 million, entertainment is the purpose for a whopping 84%

This years theme for the report revolves around how mobile is a bigger platform than digital platforms. The report also delves deep into various trends impacting consumers and marketers, and highlights reasons why its necessary to go beyond the traditional realms of digital marketing to drive business and brand outcomes. It analyses where mobile marketing stands today, what has led us here and what the future holds. Marketing to a generation of mobile users in the most effective way is only possible with a true understanding of these users and the platforms they so ubiquitously utilise.

Speaking on the announcement, Moneka Khurana, Country Head, MMA India, said, Considering the importance that mobile marketing holds for brands, marketers must be armed with the information on the trends and changes in the landscape and leverage the opportunities they provide. With the ecosystem report, our aim is to highlight these trends and opportunities, some of which have already become active in 2019 and will likely form vital elements of mobile marketing campaigns in the coming years. It is our hope that this report acts as a guide for marketers, highlighting the key focus areas, their challenges, and helping them to decipher what they must expect from this ever-changing mobile ecosystem.

Prasanth Kumar, CEO, GroupM South Asia, commented, India will continue to witness an upward trend in the growth of mobile ad spends this year. Cheaper data tariffs, the exponential growth of entertainment on mobiles and a variety of smartphones have led to the emergence of mobile-first consumption users in the country.

India is a diverse and mobile-first country, and this will further boost the growth of mobile advertising compared to digital. The availability of content in regional Indian languages is driving consumption of the mobile internet in India. We have also witnessed the use of e-commerce apps on mobile phones growing in the last few years. With a mix of utilities, mobile is going to be bigger and better in the country. he added.

Click here to view full report.

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Entertainment is the purpose for 84% of 45 crore active mobile internet users, says Mobile Marketing Ecosystem Report 2020 - Best Media Info

Online quotes will help you get in touch with the best offers on the market and obtain an advantageous deal, said Russell Rabichev, Marketing Director of Internet Marketing Company

LOS ANGELES (PRWEB) February 23, 2020

Using online estimates will tell the policyholders if they still pay fair prices for their coverage. Comparing prices from multiple companies will help drivers have a better view of the market. When shopping online, it is important to follow the next tips:

Compare-autoinsurance.org is an online provider of life, home, health, and auto insurance quotes. This website is unique because it does not simply stick to one kind of insurance provider, but brings the clients the best deals from many different online insurance carriers. In this way, clients have access to offers from multiple carriers all in one place: this website. On this site, customers have access to quotes for insurance plans from various agencies, such as local or nationwide agencies, brand names insurance companies, etc.

For more information, free quotes and money-saving tips, please visit https://compare-autoinsurance.org/.

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Spring Car Insurance 2020: Use Online Quotes And Save Money On Auto Insurance - PR Web

An Australian fella who made bank from thousands of military veterans and retirees through a 21-step proven system of internet marketing must cough up 12m ($16m) in settlements and is banned from selling any similar programs in future.

These arrangements were announced this week following an initial ruling against My Online Business Education (MOBE) back in June 2018, when a US watchdog noted that the company was charging a 38 ($49) entry fee for the program, which consisted of a series of videos and endorsements from happy members. In short, MOBE was accused of fraud.

Those who signed up were then bombarded with sales pitches for membership packages that costs much more sometimes into the thousands but would walk them through the remaining advanced steps of the "educative" program.

At the end of the process, and having handed over as much as 23,000 ($30,000), the system was eventually revealed like a bad TV pilot to be the exact one they had just gone through. Customers were then encouraged to start selling the self-same scheme to others, on commission.

MOBE took out a vast number of online ads, extensively used social media, and ran live events in its bid to target independent would-be entrepreneurs and banked hundreds of millions as part of the scheme, with that money transferred to offshore bank accounts, America's Federal Trade Commission discovered.

The scheme involved at least 18 corporate shell companies in Australia, Costa Rica, Fiji, Hong Kong, Malta, and the United States. All the US entities involved were payment processor companies that shifted funds from Americans to accounts in the other countries.

The main company, we're told, was based in Malaysia and run by Australian Matthew Lloyd McPhee. McPhee agreed to pay $16m from his personal and company accounts, and to surrender real estate he owns: Bounty Island in Nadi Bay, Fiji; the Sunset del Mar Resort in Costa Rica; and two apartments in Kuala Lumpur.

He is set to be permanently banned from selling business coaching programs and investment opportunities in the US. Another $1.3m will come from the estate of his deceased partner-in-crime Russell Whitney.

In December 2018, the trade commission also settled with another MOBE executive, Susan Zanghi, in which she turned over 25,600 ($33,400) in frozen assets and any funds held under in corporate bank accounts. She is also banned from selling or marketing business coaching or investment opportunities in future.

The watchdog estimates that McPhee and friends made more than 230m ($300m) from the alleged scam there has been no admission of guilt by any party nor any conviction and the full total against him is said to be $318,512,336. He is expected to provide investigators with full details of any other accounts and assets he possesses, and if he fails to do so, there will be consequences. A judge still has to sign off on McPhee's settlement [PDF] which was approved by the FTC 5-0 on Thursday.

As ever, folks are warned not to sign up to get-rich-quick schemes because they are, generally speaking, always but always too good to be true.

Sponsored: Detecting cyber attacks as a small to medium business

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Bloke forks out 12m, hands over keys to tropical island to shoo away claims that his web marketing biz was a scam - The Register

Exults representatives, Philip DiPatrizio and Zach Hoffman, celebrating their second win at the 10th Annual Texas Hold Em Charity Poker Tournament.

FT. LAUDERDALE, Fla. (PRWEB) February 11, 2020

Exults, a digital marketing agency located in Fort Lauderdale, is proud to have sponsored a table in the 10th Annual Texas Hold Em Charity Poker Tournament on Saturday, February 8th at Smoke on the Water in Weston.

We are always excited to attend the Texas Hold Em Charity Poker Tournament event, said Zach Hoffman, the CEO of Exults. And by joining together we hope to make a difference in improving services to benefit the youth and saving lives from Ewings Sarcoma.

Celebrity Cruises was the title sponsor of the event along with the support of other sponsors Exults, Smoke on the Water, Milams Market, Baker Concrete Construction, StevenDouglas, Ultimate Software, and more!

Hosting over 160 players and 16 poker tables, last Saturdays Charity Poker Tournament was a success.

This is the second year a representative from the Exults table has won the tournament. In 2012, an Exults table representative, Zach Hoffman, had taken the bracelet home. This year, an Exults representative, Philip DiPatrizio, was also a supporting sponsor and left the tournament as a winner, donating the cash prize for a good cause (See featured image).

The Jason Taylor Foundations mission is to support and create programs that facilitate the personal growth and empowerment of South Floridas children in need by focusing on improved health care, education, and quality of life.

SIDES (Sydneys Incredible Defeat of Ewings Sarcoma) Charity aims to help families suffering from Ewings Sarcoma and other pediatric cancers, and also helps fund research to find a cure for the disease.

Exults is proud to show support by sponsoring this great event raising funds to empower the younger generation and better the lives of those dealing with the unforeseen circumstances resulting from Ewings Sarcoma.

More About Exults: Exults is a full-service internet marketing company that is results driven for its clients and offers a complete range of internet marketing services to reach its clients goals. Exults premier services include Website Design, Search Engine Optimization, Pay Per Click Management, Social Media Marketing, and Digital PR. For more information, please visit the Exults website (https://www.exults.com/) or call 954-763-1130.

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Exults Internet Marketing Agency Sponsors the 10th Annual Texas Hold' Em Charity Poker Tournament to Benefit the Jason Taylor Foundation and SIDES...

By Mark Gibson

In the latest installment of our ongoing series on traditional versus digital bank marketing, we explore what it takes to get started with a digital marketing program.

If any of this sounds familiar, read on. We explore the basic elements of digital marketing, and how to get started, or take your program to the next level.

The Fundamentals

The wide world of digital marketing can be broken into four basic tracks that every bank marketer needs to understand and begin deploying as part of a complete digital marketing program:

Lets explore each, then talk about how they might work together for you.

Did you know?

Eighty-seven percent of shoppers begin product searches on digital channels. (Retail Dive, 2018)

Customer behavior has changed. And using a search engine, such as Google, is most peoples first stop on the buying journey. Hence, search engine optimization and search engine marketing need to be the first stop on every financial marketers digital plan in order to meet the customer where they are. Here are a couple of definitions, courtesy of Google and Wikipedia:

Hopefully, you have recently Googled your own banks name and reviewed the results. However, in thinking like a customer or prospect, what terms (keywords) would you enter into a search engine to find a new bank or financial account? Better yet, ask family and friends (i.e., non-financial services people) what terms they would type in to find a new bank or bank product. Type those terms into a search engine and see what results are returned. Are you surprised by the results? This is the first step to understanding the power of implementing an SEO and SEM strategy. You want your bank to be on the first page of results. Other banks may have employed SEM and paid a lot of money to get onto that first page of search results, but the first thing they did was make sure their websites are searchable by Google and Bing, and that they contain the desired keywords.

Theresa Massoud, VP of marketing for BankNewport, shares perspectives from her banks experience with SEO and SEM: Google is the giant of search with an estimated 15 billion monthly visitors in the U.S. BankNewports first pass at SEO, about seven to ten years ago, was using organic SEO tactics.

But that would evolve. Today, with the increase in the amount of searches made, the number of websites that Google is indexingand competition within each individual industryhaving an SEM strategy is crucial, Massoud says. We are at a point where paid search is necessary to gain the results [we]desire due to the change in the search landscape. And we cant forget to mention that over 50 percent of all searches are done via mobile. She adds that what is great about this medium is the ability to budget effectively. Another big benefit: You can actually track results and conversions, which allows you to calculate ROI.

Another critical element of paid search is identifying what your objective is. As Regina Nelson, director of consumer marketing strategies at Commerce Bank points out, Not all keywords are conversion keywords. Some are awareness drivers and others work better for acquisition. Be careful about high spend-low conversion keywords. Make sure [you]are accomplishing a business objective with them, or weed them out and redeploy the money against keywords that are working harder for you.

Display or banner ads are popular with financial marketes, probably because they are versatile and readily available. They come in many sizes and can involve rich media and interactive capabilities. They can be effective at reaching both consumers and businesses. They can also be used to either build awareness or to target specific action. But bewareyou can spend your budget quickly and end up uncertain about what youve accomplished. Better to take a step or two in the baby pooldeploy a small, targeted campaign on Facebook or Google thats really well defined, then measure the results. One bank that was offering a property management seminar used Facebook to invite local people with property manager in their job title. In less than three days, the seminar was full.

Banks are also using display advertising in very targeted ways for acquisition purposes. Nelson notes that direct mail is also part of her banks overall marketing strategy. We work with our agency partners to utilize targeted direct mail and digital together to drive new-to-bank household growth from the top-of-the funnel to middle of the funnel with the goal of once they get to our website we can retarget them as part of our prospect pool.

Did you know?

Seventy-two percent of U.S. adults use at lease one social media site; 69 percent of U.S. adults use Facebook. (Pew, 2019)

Social media is here to stay. Regardless of what the latest, most popular social media app might be, Americans of all ages like social media and are using it in all sorts of ways to stay in touch, connect, learn and share. They are also increasingly expecting businesses to leverage social media effectively.

Most banks think about social media having three purposes:

These three purposes are listed in the order you probably want to pursue them. Get your platforms working and prepare a steady stream of content to flow to them. Then work on monitoring and responding to people who are reaching out to you through your platforms. Remember, quality timely responses are critical to keeping customers satisfied, and to keeping your online ratings and reviews positive. Finally, start to dabble in proactive social media marketing. This can be very cost effective and productive.

Massoud explains, One of the first things we did when entering the social network arena was to create a social media policy with statements as to how we would respond to user generated questions, comments and reviews. The bank has since produced social media guidelines for staff members who are engaging with us on their personal pages, she adds. The guidelines document provides language that is easy to read and understand and is fewer pages than a formal policy.

People of all ages are becoming voracious consumers of digital content. We all recognize this every day as we see peoples heads bowed down, reading their phones at every opportunity. So, not only is the content important, but optimizing it for an on-the-go, on-the-mobile-phone experience is critical. If a user cant find your bank during a simple searchand then read the content returned by the search enginethen youve just handed your competitors a new lead. Dont let that happen.

Content marketing encompasses a broad range of digital assets:

Did you know?

Fifty-five percent of marketers say blog content creation is their top inbound marketing priority. (HubSpot, 2018)

In this era when many consumers, especially young ones, dont believe advertising, objective educational content is critical to winning them over. Additionally, populating your website with frequently updated valuable content with embedded keywords is essential to being well placed in consumer searches. So where to begin?

Start by cataloging all of your existing content.

You already have more content than you realize. But is it easy to find and in a searchable format? Are all customer segments, lines of business and products and services covered? Have you covered the basics about your bank? Youd be surprised how many institutions make it difficult to find a branch, a phone number or a way to contact the bank. Also, be sure to communicate why a prospect should choose your institution over others. Make sure your websites search capabilities are up to par and your content is well organized and easy to find.

Now we come full circle. Your website requires great, relevant content in order to be included on a list of search results. Remember, certain formats, like PDFs, are not searchable by Google. So work with an SEO person to make sure the format and keywords of your content are searchable.

Make sure your website content is aligned with your SEO, and make sure the keywords are performing, Nelson advises. Look at your highest performing keywords, and get them better positioned in your web content, so Googles algorithm will pick up more of them.

Another tipdont forget video. Most people prefer video to a printed page, and that principle translates online. Our video content has been very popular, as people are more apt to watch a video than read text, Massoud says.

Getting started

That first step can be daunting, but with the right information and plan you should be prepared to dive right into digital marketing.

Take a step back and define what you are trying to accomplish. Are you building awareness or attracting new households? advises Regina Nelson. Who are you trying to reach and how well defined is your target? Get agreement on your key performance indicators with your internal clients. Once you have that defined, then you are ready to pick your mix of digital and even traditional tools to accomplish your objective.

Its OK to start small, but remember to measure what youre doing. Its all about trial and error and learning, so that the next time, you do it a little bit better.

Digital marketing is here, and its actually eclipsing traditional marketing in terms of dollars spent. Banks have been a bit behind the curve in adopting it, but there is no time like the present to take a prudent stroke in the right direction. Dont worry, the waters fine.

Mark Gibson is senior consultant atCapital Performance Group, a strategic consulting firm that provides advisory, planning, analytic and project management servicesto the financial services industry. Email:mgibson@capitalperform.com.LinkedIn.

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How To Dive Into Digital Marketing - ABA Banking Journal