Will Click-Through Rates Get Caught In the Web App? Does It Matter?

Native apps still hold many advantages over emerging web apps. Depending on publisher size and industry, native apps provide better bang for the click with greater monetization and value among smaller and pay-per-download providers. But according to findings in a new Global Intelligence Alliance (GIA) whitepaper, it’s only a matter of time before the native app gives way to the webbie.

The paper theorizes that web apps will become a superior publishing platform able to increase and improve developer attention. User tracking and engagement are its strengths. By 2013, web app functionality will rival that of native apps on multiple channels. GIA believes that its tracking and engagement advantages along with its versatile functionality will decrease the native apps mind-share by 1/5th, down to 24%. Large publishers are big fans of the web app. Web apps fit in nicely with their business philosophy – distribution and development cost control.

If the web app has an Achilles heel, it’s the click-through rate. By and large, native apps generate better CTRs. But in lieu of cross-channel attribution and the multi-channel effectiveness of the web app, does the native apps click-through advantage really matter? And when you throw the cost, speed and simplicity of the web app into the mix, those smaller and pay-per-download providers may get caught up in the web app sooner than expected.

Privacy’s Impact on Display

Online advertising has taken a direct hit to the solar plexus with the current privacy debate sweeping digital marketing. Facebook is the obvious place to lay blame but the reasoning behind the decline in online behavioral advertising goes beyond whether or not you “Like” Mark Zuckerberg. The Ponemon Institute, a privacy research group, finds that marketers are 75% less likely to track a web user’s browsing habits for campaign targeting. Privacy and transparency have display advertisers running scared. This trend needs to change. It’s time to get proactive.
It’s not good enough to wish the privacy hysteria away. While it’s true that mass panics tend to quell over time, especially those involving Facebook, a passive approach shouldn’t be the first option. It’s like waiting for the three run homer in baseball. Sometimes you get one but it still means you had to get a few runners on base to make things happen. How should display advertisers go about their rally?
Don’t shy away from transparency, embrace it. Mapping out precise, explicit data detailing buyer intent ensures accuracy and establishes client trust. And though privacy advocates will continue making waves, technologically advanced user-metrics designed to target the right audience will alleviate any fears the general public may have. After all, they will be shown ads that interest them, which should ease the notion of privacy invasion.
The onus is on display advertisers to make clients and consumers understand the benefits of online behavioral tracking. There’s revenue to be made and customers to generate.

Accentuate the Positive – Combating Shared Negative Brand Experiences with ORM

Social media users get a kick out of feeling important and influential without the risk of face to face confrontation. The relative anonymity of the web makes it a breeding ground for complaining consumers, especially in the realm of social media.  Negative comments about a particular brand or product can be severely detrimental to a company’s short-term and long-term growth and profitability. This seems like a common sense deduction but a recent Opinion Research study suggests that companies have missed that memo.

According to the survey, 20% of those polled have used social media to speak negatively about a brand. Shockingly, 64% of companies do not have a social media policy or structure in place to combat such negative reporting. And in keeping with the non-confrontational benefits of spewing negativity online, 18% of those surveyed admitted to using an alias in social media circles exclusively. These findings scream out for Online Reputation Management.

The numbers don’t lie, which should make it easier for digital marketers to explain the advantages of instituting an ORM platform into a client’s business model. It’s all about accentuating the positive – controlling the branding message, generating buzz around a product or service, monitoring user postings and improving visibility and enhancing their page one search engine position. By employing this level of due diligence, existing and potential clients will experience the short-term and long-term growth and profitability currently eluding them. But it is up to those in the digital marketing industry to get this positive message out.

The MediaWhiz Manager Spotlight

Director of Business Development for Monetizeit Adam Trentacoste is the first team member profiled in The Manager Spotlight

Recently promoted to Director of Business Development for Monetizeit, Adam Trentacoste wasn’t familiar with affiliate marketing and knew little about online advertising when he started working with MediaWhiz in 2007. His rapid climb up the ladder is indicative of his core business values - ‘hard work, dedication and trust’. In keeping with his business philosophy, Adam believes MediaWhiz’s knowledge of email and list management, data acquisition, search and display set us apart in building ‘that ever important trust factor with your clients’. Adam explains, ‘We are not just an affiliate network’ adding that MediaWhiz is able to ‘…leverage our expertise in all channels of online performance marketing’. Adam sees a ‘bright future for affiliate marketing’ citing traditional and online advertisers shifting budgets toward online performance as well as government regulations undercutting dishonest affiliate and online marketing practices as keys to his belief. Adam hopes this bright future will translate to the continuous improvement of the MediaWhiz softball team and drive positive results for MediaWhiz during an upcoming “Thursty Thursday” performance marketing agency beer pong tournament.

Open Graph – Facebook’s Map to Rule Search

Privacy be damned. With Open Graph, Facebook’s addition to its online platform, the social networking giant is making a thinly veiled play to steal the search crown from Google. Open Graph will allow users to tailor social features on any website and share their modifications through Facebook. For publishers, Open Graph is a search marketing coup d’état allowing them access to Facebook’s four hundred million users whether or not they possess a brand page. For performance marketers, this unprecedented amount of information could improve targeted advertising. Oh and then there’s that little privacy thing.

Open Graph offers a “Like” button, which enables users to put their stamp of approval on certain products and services. In actuality, this feature enhances search utility. Why is this important? Well, in lieu of the recently revealed Nielson Facebook study results, social advocacy on ads increased buyer intent fourfold. The privacy implications of Open Graph may come back to bite Facebook but if it doesn’t, lead generation experts should send Facebook founder Mark Zuckerberg a Christmas card. While Google’s philosophy is to improve the way the world accesses and searches for information, Facebook adheres to the belief that social advocacy in the extreme is the key to online advertising dominance.

Accentuating the “Negative” – Why negative keywords could drive very positive results

You know the phrase “When life gives you lemons, make lemonade”? Well, in the world of PPC search, negative keywords make the perfect thirst quencher.  By incorporating negative keywords into your pay-per-click campaign, you ensure that you don’t come up in searches for that term.  Confused? Don’t worry.

Let’s say you were running a search campaign for Bank of America. They may fear that Bank of America financial crisis will appear in searches. Adding “financial crisis” as negative keywords will put an end to your search concerns. By going negative, you will generate relevant searches keeping your traffic on target. Qualified leads will save you money by preventing unwanted clicks. Negative keywords also protect your online image and the value of your brand.  Save money, increase brand value, enhance online reputation; sometimes you have to go negative to be positive.

Dissolution or Revolution – Will Traditional Advertising Agencies Finally Get Onboard the Digital Bus?

The traditional advertising agency is in a state of flux. Long accustomed to creating campaigns for print, radio, television and direct mail clients, the traditional agency model has been slow to adjust to the demands of digital advertising, namely online, viral and mobile marketing. When you consider that advertising is rooted in creativity, that outside the box strategy drives success within the medium, the unwillingness of, or perhaps more frighteningly the ineffectualness of traditional markets to evolve is rather mind-boggling. But on the heels of the Chief Marketing Officers (CMO) Council’s latest State of Marketing survey, the potentially devastating financial fallout to conventional advertising agencies may be precisely the spark the genre needs to get with the interactive age.

The survey reveals that senior marketing experts are anticipating a significant shift away from traditional agencies in favor of increases in digitally-minded hires, in-house training solutions and working relationships with digital agencies. In keeping with the study’s findings a new breed of consultant is springing forth to provide systemic, infrastructural and technological advances to marketers in lieu of old-fashioned advertising agencies. Given that the CMO manages nearly $200 billion is annual marketing budgets, the figurative dark cloud hovering over the traditional model is becoming more demoralizing by the minute.

Traditional advertising’s dilemma has been performance and affiliate marketing’s gain. PPC and SEO are not only cost-effective alternatives to conventional advertising, they bolster visibility increasing ROI. And yet with all the gloom and doom talk, traditional advertising has not picked out its coffin just yet. Last time I checked, television watching and radio listening hasn’t gone the way of the dinosaur. The T-Rex never did get with evolution. It didn’t adapt. There’s still time for traditional advertising to embrace digital. But it would be unwise to wait much longer.