Kategori: Genel

Personalized / Non- Personalized Data

Google also brought some limitations on purchasing that make things more complicated than ever. Advertisers who use independent tools of any capacity, such as testing ad fraud or analysing the performance of a campaign, now can only purchase “personalized” inventory of ads for users who have to give their consent to use data.

However, non-personalized ads, usually publisher content, based on the non-personal data such as browser features or time of day, is offered to new customers, but if the advertisers want to have an unbiased media presentation or monitoring and reporting, non-personalized data is not an option.

The new regulations, that came with the GDPR, are protecting user privacy rights from data stitching and unauthorised targeting. Nevertheless, the IAB’s delay in joining the Transparency and Consent Framework is open to advertisers and allow them to see the campaign success whether it is blocked or not as a direct result of these temporary checks.

Now advertisers have to choose a right way: Do they priorities their scale by sticking with Google, which claims over 80% of global ad spend alongside the Facebook or do they enter an independent but less certain advertising environment?

Today, the industry trusts Google that a potential of collaboration was not sought between other suppliers. However, if advertising technology companies are willing to open doors to their own gardens and join their forces to fill data and inventory gaps left by Google’s policies, they can offer, measure and optimize campaigns in a transparent and compliant manner.

When capabilities and insight unified it allows vendors to offer brand marketers a viable alternative to Google that has complete digital advertising suites encompass various facilities such as ad buying, verification, measurement, and optimisation all of the entirely independent and transparent basic features.

Need to start building a more open ecosystem is urgent where advertisers have greater ranges of choice. 

The Other Creative industries

The wider creative industries, including the cultural sector with other business areas like architecture and advertising, are now worth over £100bn – 5.5% of total UK GVA. These creative industries’ contribution to the UK Economy is three times bigger than the sole contribution of the cultural sector. However, the Government figures analysis demonstrated that 2017 was the first year that growth in the cultural sector leaves behind the wider creative industries since 2010 which is the first comparable information data of 2010.

The Government gave more importance to emphasize the value of creative industries in the UK’s reputation and economic stability. 

The UK Government has been aware of the value of the creative industries and its influence over both the UK’s reputation and its economic stability. Even though, it has been criticised for failing to identify whether the fundamental role of the arts in this growth or not both in the publication states that in the industrial strategy and in details of the £150m Creative Industries Sector Deal also.This has urged the development of creative clusters and a new creative career program, but the threats to arts from an existing business policy have been criticized for ignoring digital work. Overall, the DCMS-controlled economic sectors increased by 3.4% in 2017 to £ 268 billion, accounting for 14.6% of the UK’s GVA.

The Data from the Advertising Association demonstrates the public favourability index towards advertising decreased by 50% in the 1990s and 25% in 2018. Keith Weed offered brands in ISBA annual conference that reducing bombardment, retargeting and excessive frequency in order to improve the consumers’ perception of advertising. Weed also said that: “A brand without trust is a product, and advertising without trust is just noise. Trust is the key thing we need to engage with.”

According to Kantar’s latest report, 41% of British said that they relatively believe ads when they saw at the website of a trusted brand and 48% of them notice ads on the online platforms they use to entertain themselves. By looking at these interpreted data it can be seen the significance of this problem is highlighted by this research. Kantar Media’s CEO Mark Inskip claims that to rebuild brand trust and regain audience trust, examination of data is required and he continues: “By adopting an integrated approach, balancing niche targeting capabilities with mass marketing tactics, brands can provide consumers with a helpful, addictive experience. Those who are building verified first-party data into their approach and, where possible, that of walled garden platforms are able to paint a complete picture of the total consumer journey across all media.”

3 Things to Consider When Doing Influencer Marketing

Influencer marketing can be complex. Before implementing an influencer marketing campaign for a product, there are many aspects companies should be concerned about. One of these is the type of influencer they consider hiring. As different type of influencers play different roles in the endorsement of a product, both advertising agencies and companies should first decide what type of influencer matches the nature of the product itself.

There can be influencers with different personas: the mother, the yoga teacher, the freelancer, etc – and it is ultimately your job to decide which type of influencer is best for the endorsement of, for instance, the smoothie you are producing. Because in the end, the role that a “mother” influencer could probably take on an endorsement of that product is very different than the one a yoga teacher could take. Therefore, before implementing a marketing strategy, companies should evaluate the characteristics of the required influencer carefully, because this general rule of marketing applies here too: letting a random person be the face of your product is a risk, and every company prefers to eliminate as much risk as possible.

A second peculiarity of influencer marketing to watch out for is the ratio of the engagement to social reach. One would tend to think that when a marketing campaign is being conducted with an influencer, the bigger the audience he has, the better profits will be. Yet, this relationship is not always linear, and follower counts do not necessarily translate to the level of engagement you will get. For instance, when an influencer that has 500,000 followers, it does not necessarily mean that all of the 500,000 people will show any interest in your product at all when s/he endorses it.

However, when someone with a smaller audience is selected – for example 25,000 followers – it will probably turn out that this person is more connected with her or his audience and vice versa. These followers would then likely show greater interest in the product endorsed by this influencer whom they have a more of a real connection with. Thus, great social reach does not always translate to immediate results in sales. Before starting a campaign, one should always consider alternative scenarios as well.

Another aspect of influencer marketing that companies need to deal with is how long the actually process takes. When an advertising agency needs to implement an influencer marketing campaign, it usually takes a longer time than when other types of strategies are put in place. For those that have no experience of working with an agency to implement influencer marketing, having an influencer post a photo of a product might not look like much of a big deal. It is however important to understand that carelessness might result in actually hurting your product in the long term. That is why the process takes longer when advertising agencies are involved and why companies then also have to deal with reports, metrics, measurements, and various analyses until decisions are made. Careful analysis and reporting are essential tools for boosting the growth of the companies.

All in all, all companies the above considerations should be taken into account when making use of influencer marketing, and it is important that the whole process should be planned thoroughly.

“As BGA Partners, we pay great attention to the process of influencer marketing campaigns we execute as we are aware of the challenges otherwise there may be. Therefore we consider each possibility and factor carefully for you before and during the process. With your influencer marketing campaigns carefully planned by us, we are positive that your brand will shine out in the digital world and get the success it deserves.”

The need for light-enhancing elementssuch as skylights, glassed roofs and walls is one of the most decisive factor. Lack of daylight and overcast skies create the need to benefit from the daylight at the most. Also, light colors reflecting the light and illuminating spaces are mostly preffered.

Creative use of natural materialsresponding the nature’s necessities is another characteristics of Scandinavian architecture. By building with natural materials such as wood, pine logs and timber which reflect the nature, a sense of warmth and trust is created.

Other significant features of Scandinavian architecture are simplicity and functionality. There is nothing unnecessary or useless in the living places. Clean lines, basic shapes and solid colours reflect the pure beauty asthetically; elements designed to make the life easier reflect the functionality.From top to bottom, every detail of the Scandinavian buildings, is designed with a function which serves the user’s comfort.

To sum up, it can be said that the philosophy of Scandinavian architecture is to make the life easier, in other words, more comfortable. Scandinavian architects recognise the importance of the nature and functionality and design houses to be functional and modern, yet minimal and cozy.

A Great Number Of People Are Fairly Concerned

According to Ipsos MORI research 7 of 8 adults in Britain are “fairly concern” about this plastic waste. While of 75% them states that “we are prepared to solve the problem” by mentioning that they can use re-use plastic bags and bottles. Furthermore, 54% of them claimed that: “We can buy a good that made from recycled materials.” 3% of these people see this situation as a “Company’s problem”.  Even though 3% doesn’t cover a huge place in the majority, it is important to create a consciousness and awareness for plastic issue among them. Brands should consider to offer more eco-friendly packing solutions, and encourage their customers to use them. 

Rather Than Recycled Products Produce and Use Eco-Friendly

Re-cycled products might sound innocent however the recycling process should also be in a responsive manner to the earth. Rather than using re-cycled or re-usable package they should drive people to chooseeco-friendly solutions which can easily dissolve in nature.Documentaries, social responsibility projects, legislation can help to reduce the plastic waste but the most important channel is word-of-mouth which can lead to a changein consumer’s perception on this issue. The transformation period also can be beneficial for brands to position themselves and find alternative solutions. Taking into account all of these the answer to ‘is it possible’ is: Yes! There is nothing impossible.

2. Era of robots

One of the best innovations of improving technology, cognitive computing, can evaluate huge amounts of data in the way humans think, reason and remember. Owing to this similarity in the cognition process, humans can interact with the technology naturally.

Brands take advantage of this technology and set up computers and robots that can understand natural language and answer people’s routine questions as a customer service staff in their stores. With these devices, brands provide better and faster customer services, consequently better customer satisfaction.

3. Augmented reality (AR) apps

Augmented reality has been appealed to market products by brands lately. Besides experiences provided by AR technology to create a charming atmosphere in the store, many brands have launched new AR apps.

By these apps, customers can picture how clothes would look in them or a furniture in their home, so it becomes a lot easier for customers to find the product that they are looking for. Thus, it becomes more probable for a customer to buy a product.

As BGA Partners, we know that along with the world, what works for each industry are rapidly changing from day to day. With awareness of this continuous change, we have been working to strengthen your business since our debut. From developing strategies to campaigns, we give point to the latest trends that will bring success in such a world.

Be established on a base: first and foremost, take voice search seriously and review your current digital marketing strategy. Reorganize your strategy and budget as if voice search had been always with you.

Understand your customers: Although voice search makes life easier for users, it makes things difficult for marketers when it comes to knowing what customers want. You need to know what your customer means with a specific word to be able to present the result he/she wants exactly. You can create voice scenarios and use cases based on internal data, interviews, and surveys with real customers to catch your customer query at the right time.

Brainstorm keyword targets: Keywords also change along with search methods. When searching by voice, terms are much longer and often voiced as questions or localization terms. Find out what frequently asked questions and long-tail keyword phrases your customers often use.

Think local: According to a study held by Chitika, mobile voice search is three times more likely to be local-based than text. So, leverage local knowledge and optimize your SEO to local keywords.

As BGA Partners, we are aware of this new powerful player that will master the digital marketing world and business strategies accordingly. As always, we are working to breathe trends and keep up with the times. We ensure that you stand out in the digital world and take advantage of voice search to the last.

Why has this approach, which already existed, become so important and so popular today? 

The answer to this question may lie within the changes in our daily lives and changes in people’s daily behaviors. In a way, advertisers can be considered as tailors of society. Creatives and campaigns that fail to pursue changing global trends and keep up with popular culture cannot be successful. We can say that the reason why integrated marketing communications were born and now dominates the advertising world can be found in the history of marketing: fast developments in technology and changes in a globalizing world have a great impact on society.

People now have many more options. They can reach many different media spontaneously. With the integration of the internet in our daily lives, traditional media tools have lost their effectiveness. Even digital advertising is no longer effective as they used to be. Target groups can reach any information and insights they need without any difficulties with just one click. At first glance, this situation seemed like an advantage. However, people now want to save time and want to access services and information from one source or institution.

Since it is a mirror of society, the situation is identical in the advertising sector.  Brands prefer to work with a single agency that can provide services that different agencies used to provide. As a result, competition has increased in the sector. Now, many agencies are left behind because they have failed to understand today’s necessities.

“Interactivity” and bi-directional interaction are now the keywords of the advertising world.

Consumers are no longer just passive users. Bidirectional communication must be very strong in order to draw attention to the service provided or to the ongoing campaign. At this point, both the 360-degree integrated and the interactive advertising approach come to the foreground. Only multi-faceted and interactive thinking agencies can now survive in the sector, and only those who are able to play the game according to the new rules can reach the summit.

At this point, BGA partners know the requirements of the new era: listening to customers’ insights and drawing a comprehensive roadmap for them. This time literally requires one to be in the game, and BGA partners draw the rules the right way. It provides a 360-degree perspective to its customers and makes sustainable success possible. This is the only way to stand out today’s re-established world of Marketing.

1. Email Marketing Can Be Personalized

In contradistinction to other digital marketing strategies, email marketing enables companies to produce personalized content. Emails that have personalized content increase the consumer’s attention for the brand and that hopefully results in turning consumers into customers over time.

2. Effective Costs

Email marketing is one of the most cost-effective marketing strategies.

Email marketing delivers the highest ROI (Return on Investment) for companies among digital marketing strategies. According to the research done by VentureBeat, for every $1 spent, email marketing generates $38 in ROI. With such an ROI, email marketing becomes the most profitable strategy for small also big companies.

3. The Most Preferred Communication Channel

Although email is one of the oldest digital communication channels, it is one of the most preferred ones today all over the world.
According to the ‘2016-2020, Email Statistic Report’ done by Radicati, in 2018 there are 2,849 billion email users in the world. The number of users is expected to reach 3,040 billion in 2020. It means that nearly half of the world population will be an email user at the end of 2020.

4. Email Marketing or Social Media Marketing

Today, social media becomes an inseparable part of daily life. It is the same for the marketing strategies of companies. Everyone who wants to be successful in today’s marketing world is aware that he should give a big place for social media in his marketing strategy.

A research done by McKinsey demonstrates it with statistics. The research shows us that communication via email is 40 times more effective at acquiring new customers.

After all these details and researches, it seems that e-mail marketing will continue for many years as one of the unchanging pieces of the communication world. As BGA Partners, we also prefer to use email marketing for the right marketing strategy, high sales figures and loyal customer relationships full blast. In this way, while we were reaching potential customers, we make a way for the successful brand positioning.