Trends in Digital Advertising
Knowing the main metrics and practices of consumers in digital consumption can boost the online presence of your brand.
More and more companies are marking the web to increase the visibility of their brands, attract potential consumers and strengthen their relationship with customers.
The Internet Trends Report , released by Kleiner Perkins Caufield & Byers (KPCB), points out trends and annual data that can guide who wants to invest in the Internet as a means of disclosure for their company.
In this article we will demonstrate some trends in this industry so that you expand the digital presence of your business.
Main Metrics
To boost your brand visibility on the web you need to draw consistent strategies and monitor key digital marketing metrics. These data tell us where we are going wrong, point the direction to correct course, and reveal valuable opportunities. Know below the key metrics to be measured.Conversion rate
Conversion reflects success in transforming a visitor into an effective customer of your business. It is one of the key indicators for measuring the effectiveness of your marketing campaign.
There are different types of conversion rates to be matched according to the campaign or channel analyzed. Such as: number of clicks on a link, interaction with the post, lead generation, hits, sales.
From this information, you can diagnose failures and successes throughout the entire process, from attracting the customer to converting the sale, and thus making the necessary adjustments to enhance the success of your campaign.
Bounce rate
Bounce rate refers to the percentage of users who leave your site, store, or blog as soon as they visit it, right on the first page they visit. Calculating this rate is very important for diagnosing usability issues and content
Engagement rate
The most important metric of Digital Marketing in social networks is the engagement rate, since it determines the level of involvement of people with the publications of your company. This rate is made up of different forms of interaction of the public, such as tastings, comments, shares, among others.
The more users engage with content, the more it reaches, and more people will be impacted by the brand and the messages it conveys.
The Internet Trends Report 2017 (KPCB), points to engagement as a metric as the most used in digital advertising.
Scope of publications
It is also a metric to be followed on social networks. The scope of a publication refers to the number of people impacted by the material in an organic and paid form.
To extend this reach, you need to invest in sponsored posts and track the reach and rate of conversion of your investment.
Cost per click
Cost-per-click is the metric used to know the amount paid for a user to click on your ad. When advertising on Google , what will determine the value of this click will be competition for the optimal keywords to display the ad, that is, the number of competitors who are investing in the same terms.
ROI
ROI (Return on Investment) measures the financial return of a particular campaign. That is:
ROI = total gain obtained - amount invested in the campaign
By measuring and comparing the ROI of different marketing strategies and different channels, you can analyze which ones deliver the best results and which ones should be tailored or excluded from the business plan.
According to the Internet Trends Report 2017 (KPCB), measuring ROI is still the biggest challenge in digital advertising.
Mobile first
For some time the use of the internet through mobile devices has surpassed the desktop. The funds invested in mobile-targeted advertising in the U.S. already represent almost twice as much as the amount invested in desktop advertising. With this, who wants to be present in the digital world, must, necessarily, create content accessible by smartphones and tablets. Many businesses already adopt mobile first in their advertising strategy, where the primary focus of the campaigns is targeted at mobile users.
Ad Blocking
According to the Internet Trends Report 2017 (KPCB), the number of users using ad blockers has grown rapidly. Currently, about 400 million people around the world use ad-blocking. In Brazil, blockers are present in 6% of computers and 1% of cell phones.
These data prove that, increasingly, consumers tend to reject advertisements made directly by brands. In this way, marketers need to look for alternatives to dodge the situation, since brands need disclosure to attract new customers. Organic advertising has been growing and becoming the solution to this problem.
Platforms
Google and Facebook added holds 85% of the digital advertising market. These large platforms provide your customers with more and more information for measuring campaign performance. That's why it's critical to know the capabilities of these platforms to succeed.
