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How One Can Run an Online Startup?

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By Nikhil Kale and Satyam Shastri

Once you start a business, consistency is all you need for it runs for a long time, be consistent with your marketing, constantly provide the items you intend to sell.

The world we live in is changing and this particular change can be seen in every aspect of our life. And social media has been one of the biggest reason behind this change.  The way it has revolutionized everything is just amazing. Right from connecting with people spread around the globe to getting news and information within seconds to expanding your business worldwide, social media platforms can be used for anything. The only key here is the right way or approach needed.
Now, business is that one thing which not only needs the right approach but also, determination, ideas, execution, hard work and what not. Using social media is one such important or in today’s world, mandatory element. So, what exactly is the right way? What steps one should take? Here are a few points which might help you:

1) Know Your Business
It is important to know your business before working on it. What’s important here is how well you know the very market you belong to. Research as much as you can. Try to understand and note the risk factors before taking everything online. People who despite having a steady business offline fail to achieve the same online. So, before you create a site and start selling your product or service, observe and see what others are doing.

2) Understand Your Target Audience
This is one of the most important factors. The moment a seller gets to know his/her audience, his/her consumer, no one can take away the profit from him/her.

3) What are the Dos and Don’ts
Social media marketing comes with a number of dos and don’ts. Never overdo anything, even while advertising. Be subtle with your words and provide the right amount of information needed. Online business is solely based on trust and being an entrepreneur, you should totally respect and keep it. Once you cheat a customer, that trust and the goodwill you have been working for, dies.

4) The Right Platform for Your Business
There are a number of social media platforms like Facebook, Twitter, Instagram and what not. It is important to the right platform needed to start a business. For some, Facebook’s algorithm work, for others something else. This, yet again totally depends on the type of business you want to have and research helps in knowing the right platform.

5) The Team
Social media marketing has a number of elements and a person alone cannot really tackle everything and for that, a team is needed. Assemble the right team; people who have the right knowledge of various software, who understand the algorithm and even know the right kind of posts needed.

6) Understanding the Trend
Social media is all about trend and if you are not following, you are going to be left out. And the same applies to an online business. If you keep selling things which are not in trend anymore, you are likely to get out of the market soon.

7) Consistency
The last yet the most important point. Once you start a business, consistency is all you need for it runs for a long time. Be consistent with your marketing, constantly provide the items you intend to sell. Keep updating your business related pages on regular basis.

Feature Image Credit: Shutterstock.com

By Nikhil Kale and Satyam Shastri

Sourced from Entrepreneur

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Twitter Marketing: Creative Ways to Connect With Your Audience

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Wondering how Twitter engagement can help your business? Looking for tips on sharing authentic tweets and conversations with prospects?

To explore creative ways to interact with your Twitter fans, I interview Dan Knowlton.

More About This Show

The Social Media Marketing podcast is designed to help busy marketers, business owners, and creators discover what works with social media marketing.

In this episode, I interview Dan Knowlton, a creative marketer, speaker, and trainer. He co-founded KPS Digital Marketing, an agency that specializes in social and video marketing.

Dan explains why he stopped using Twitter automation tools and how other tools help marketers engage with fans more effectively.

You’ll also discover tips for starting conversations and building relationships on Twitter.

Click HERE to read the remainder of the article

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Sourced from Social Media Examiner

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5 Bad Habits Marketers Should Drop in 2019

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Habits are hard to break – especially the bad ones. In marketing, bad habits manifest in a number of different ways, but five of them, in particular, can cost hours of productivity, not to mention lost opportunities, if they become part of the pattern of a marketer’s daily routine.

Audit your marketing team’s practices against this list of bad habits. If you’re doing any of them, replace them with more effective, efficient practices, and start strong in the New Year.

1. Getting bogged down by the data

Google Analytics has become an invaluable tool for marketers to track how their campaigns perform, as well as to see how much traffic their website receives. However, organizing and analyzing data becomes a problem when using every website’s native analytic tools, as the information may not always align. Data from Google Analytics, scheduling tools, and all of the social media channels may differ depending on when the data is collected.

Trying to use multiple tools can lead to inconsistency and misrepresented data. In 2019, ensure that the marketing team doesn’t fall into this trap – it’s important to focus on a few analytics tools to maintain consistency.

Figure out which KPIs are most helpful in tracking performance and forget about the rest.

2. Having too many or too few CTAs

Effective content should be clear in its message and include clear calls-to-action (CTAs). Not having a CTA will likely result in a user losing interest and clicking off of the page, while alternatively, having too many CTAs can lead to confusion and end with the same results. This can have a negative effect on bounce rate and the average time people spend on your site, both of which are essential to Google rankings.

By adding clear CTAs to your content, marketers can guide how users interact with their website, leading to longer engagement and higher rates of conversion. In 2019, marketers should make sure to include clearly defined CTAs – ideally one per page.

3. Posting erratically on social media

An erratic social media strategy is a big no-no, and a bad habit that marketers need to leave in 2018. Having a consistent social media strategy and planned content, will help marketers avoid scattered posting.

For smaller brands without a strong following, posting should likely be limited to once or twice a day across all social media platforms. Too many updates over a short period of time, without user engagement, can have a negative effect on reach and visibility. Consistently posting 1-2 times a day, with the aim of educating and entertaining, rather than selling, will help grow an interested audience organically. Taking on the mindset of “quality over quantity” on social media can help achieve higher growth and increased engagement.

Using scheduling tools to organize and plan social media content is another option marketers can, and should, incorporate to break out of the pitfall of a messy social media strategy in the upcoming year.

4. Mass emailing random people

There’s no place for mass emailing non-subscribers in 2019.

This is the online equivalent of junk mail, and it can have a detrimental effect on branding. Successful marketing should be concentrated around creating a dialogue between a company and its customers. Bombarding uninterested customers with outbound marketing techniques is outdated and ineffective. And since the EU’s GDPR laws came into effect May 2018, it’s also illegal.

Email campaigns should solely focus on an address book of contacts that have clearly subscribed. A well-put-together newsletter that’s sent out at the same time and day to an already intrigued customer base will garner more engagement and interaction. Furthermore, effective content marketing which offers consumers something in return for signing up will see an increased amount of subscribers.

In 2019, marketers should avoid sending mass emails to a general audience, and focus on sending intriguing emails, with clear CTAs to encourage conversion from already interested consumers.

5. Not adding to the marketing toolbox

Marketers can get into a loop and end up using the same tools over and over again. As marketing is ever-changing, updating your marketing “toolbox” is necessary to stay competitive – otherwise, you run the risk of leaving your current audience disinterested, missing out on new customers, and ultimately, resulting in stagnation.

Maintaining brand identity is important, but so is avoiding repetition. Unique and fresh approaches can keep a trusted brand interesting. For example, blog posts that would have formerly been made up of text and pictures could be supplemented with embedded video or infographics.

The beginning of a new year is the perfect time to learn new skills and to test new tools so that the entire marketing team stays ahead of the curve. Start by banishing these common bad habits now and ensure the team has the right tools and practices in place to achieve your 2019 goals.

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Sourced from Social Media Today

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33 New Content Marketing Statistics You Need for Your 2019 Strategy

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By Ramona Sukhraj

Recently, I found myself looking at a movie poster thinking, “what weird content” and was quickly taken aback.

Not because the poster was that appalling, but because I referred to it as “content.”

A great marketer and friend of mine once wrote, “everything the light touches is content” — and she’s right.

Turn back the clock to 2008 and when you heard the term “content marketing,” people were most likely referring to written blogs, but the landscape has expanded and evolved dramatically in the past decade.

Today, content takes the form of video, imagery, quizzes, social media stories, GIFs, Google Ads, printed posters, and even words across a t-shirt.

If your organization isn’t investing in it in one form or another, it’s very much in the minority.

According to the “B2B Content Marketing 2019” Report from Content Marketing Institute and MarketingProfs, 58% of marketers reported spending more on content creation in 2018 than in 2017.

Despite challenges from SEO/search (61% of marketers said they’re concerned about these), social media algorithm changes, and hurdles turning content into a revenue stream (noted by 41%), the industry is clearly only growing.

With this in mind, below I’ve gathered 33 new and eye-opening content marketing statistics to give you insight into the current competition and help you shape your strategy for 2019.

Content Marketing Strategy Statistics

1. In 2018, only 39% of content marketers have a documented content marketing strategy. That number, however, jumps to 65% among top performing organizations. (CMI & MarketingProfs)

2. Despite concerns about algorithms and organic reach, only 3% of B2B marketers have decreased their social media use in the past year. 61% have increased. (CMI & MarketingProfs)

3. 54% of marketers feel they’re not maximizing their use of Instagram to achieve their goals. (Contently & Libris)

4. Only 54% of B2B  marketers are using content to “delight” and build loyalty with existing clients/customers. (CMI & MarketingProfs)

5. 64% of B2B marketers place importance on building relationships with influencers (i.e. brand advocates, journalists, etc.) (CMI & MarketingProfs), and 65% of B2B buyers prefer credible content from industry influencers (Demand Gen Report 2018 Content Preferences Survey Report)

Yet…

6. Only 24% of B2B marketers are actually partnering with others to expand their audience reach. (CMI & MarketingProfs).

7. Only 27% of B2B marketers are using content syndication/promotional tools. (CMI & MarketingProfs)

8. 75% of content marketers report using technology to gain insight into how their content is performing, while only 56% use it to gain insight into audience preferences and behavior. (CMI & MarketingProfs)

9. 90% of the most successful B2B content marketers prioritize their audience’s informational needs over their own sales/promotional message. (CMI & MarketingProfs)

However…

10. Only 42% of B2B content marketers are actually talking to customers to understand their needs when it comes to content. (CMI & MarketingProfs)

Audience Behaviour & Preferences

11. 71% of buyers/readers say they were turned off by content that seems like a sales pitch. (Economist Group’s “Missing the Mark”)

12. 71% of B2B buyers said they consumed blog content during their buyer’s journey. That’s up from 66% in 2017. (Demand Gen Report 2018 Content Preferences Survey Report)

13. 64% of B2B buyers noted they give more credence to peer reviews, user-generated feedback, and third-party publications and analysts over that of brands. (Demand Gen Report 2018 Content Preferences Survey Report)

14. 64% of B2B buyers report they would like to see content organized by industry on company websites, followed by business role (52%), vertical (46%), size of organization (18%), or location/region (14%). (Demand Gen Report 2018 Content Preferences Survey Report)

15. 52% of buyers strongly agree that if brands packaged relevant content together, it would help expedite the research phase. (Demand Gen Report 2018 Content Preferences Survey Report)

16. Roughly 84% of buyers said they either frequently or occasionally access business-related content on their smartphone. (Demand Gen Report 2018 Content Preferences Survey Report)

17. 66% of B2B buyers strongly agree that companies should make it easier to access their content, by using fewer form fields, better mobile optimization, etc. (Demand Gen Report 2018 Content Preferences Survey Report)

Content Marketing Mediums & Tactics

18. In 2018, B2B marketers rate blog articles as the most effective content format in the awareness stage, whitepapers during consideration, and case studies during decision. (CMI & MarketingProfs)

19. 62% of marketers use stock photography/videography for their content. (Contently & Libris)

20. 33% of marketers report custom video drives the most engagement out of all visual content for them, but only 6% reported live video specifically (*TRIVIA ANSWER*). (Contently & Libris)

21. 64% of B2B marketers increased their use of audio/visual content in the past year, but only 43% of marketers overall actually used/developed video snippets. (CMI & MarketingProfs)

This may be because…

22. 81% of respondents claim video is still the hardest type of content to produce (Contently & Libris)

(Note: Pst… We can help with that.)

23. 70% of marketers reported that content incorporating visuals assets performed better than those without. (Contently & Libris)

24. Only 7% of B2B marketers report using chatbots in their marketing; Only 4% are using AI. (CMI & MarketingProfs)

25. 87% of marketers are using still email to nurture their audience, while only 45% are using storytelling. (CMI & MarketingProfs)

25. Only 23% of marketers are incorporating interactive features into their content; That number only rises slightly to 37% among top performers. (CMI & MarketingProfs)

26. 74% of B2B marketers created long-form written content in the past year. (CMI & MarketingProfs)

27. Only 37% of people dedicated time to producing social media story content in the past year. (CMI & MarketingProfs)

28. 64% said they prefer podcasts at the top-of-the-funnel, while 48% said webinars were valuable to them in the mid-stage of their buying journey. (Demand Gen Report 2018 Content Preferences Survey Report)

Content Marketing Distribution Statistics

29. 71% of the most successful b2b content marketers are using paid methods to distribute content, compared to only 55% of the least successful. (CMI & MarketingProfs)

30. 80% report paid distribution as an effective way to attract a new audience, while 65% report it as an effective way to generate traffic when organic isn’t delivering. (CMI & MarketingProfs)

31. 70% of marketers are using paid distribution on social media; 64% are using PPC or search engine advertising. (CMI & MarketingProfs)

Content Marketing Budget & Reporting Statistics

32. Over 50% of marketers expect to increase their content marketing budget in 2018. (CMI & MarketingProfs)

33. When asked if they’re tracking their content marketing ROI, 51% of marketers either said “no” or “unsure.” — Only 25% report being extremely proficient in tracking their content marketing metrics overall. (CMI & MarketingProfs)

Set the Scene for 2019

The new year will be here before we know it and in our volatile industry, when the calendar turns a page, your strategy will likely need to as well. So, don’t phone it in! Use the statistics above to inform and guide some game-changing content marketing experiments in 2019.

By Ramona Sukhraj

Sourced from IMPACT

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Entrepreneur ‘comes clean’ about struggles, triumphs of becoming one’s own boss

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By Carissa Villacorta,

It was 2012 when Rechelle Balanzat decided to give entrepreneurship another try with Juliette, an invitation-only mobile app offering premium dry cleaning and laundry services.

She had tried putting up business before with a social media marketing company that did not quite take off the way she wanted.

Even though she faced many hardships in launching and then shutting down her first company, Balanzat felt more confident and in control when it came to her second one.

Not only was she armed with a great idea and a desire to change the status quo, she had also gained a wealth of knowledge from her previous experience. So, while there were risks, she happily jumped back into the game.

Fast forward to 2018 and Juliette has expanded from providing service to just three buildings in New York City to its first brick-and-mortar store. And not only has its clientele grown over the years, it now also includes supermodels, A-list celebrities, and award-winning singers.

Balanzat recalled how she built her business and what lessons she drew from her journey.

‘Humility is the greatest obstacle, failure the best teacher’

Under normal circumstances, humility is seen as a good thing – a virtue, Balanzat said. But she said it is the opposite when one is an entrepreneur building a brand, and have something to say.

“You can’t be shy. You have to be able to put the business and yourself out there or you won’t get anywhere and achieve anything. That’s exactly what I did,” she said.

“When I first launched Juliette, I approached a former client who owned several buildings and I asked if it would be okay to introduce my service to the residents. I got the go signal and went to town with the promotions. I put up signs in the elevators, sent out email blasts, installed a stand in the lobby and even gifted everyone with laundry bags.”

Another thing Balanzat saw differently as a business owner is failure.

“For some people, it’s (failure) quite possibly the worst thing that can happen, but not to me. It lets you learn so much about yourself – your limits and your capabilities. Once you know what those things are, you can manage yourself better in the real world. And beyond failure? That’s where all the great ideas are; that’s where all the amazing things happen,” she said.

‘It can’t be all heart; but it can’t be all brain either.’

Balanzat advises: Chase what you want in life, but balance it with what you need to succeed.

Before venturing into entrepreneurship, Balanzat was with the Kohlberg Capital Corporation and then with Stellarhead. Here, she worked hard and realized that if she exerted the same effort for herself, she would get ahead so much faster.

But things were not as simple as she thought.

Before Juliette, Balanzat had a social media marketing agency. She had to close it down because she realized how difficult it was to scale.

“I studied the numbers, did my homework and opted to cut my losses, and just move forward,” she said.

Balanzat said the idea for Juliette was formed when she noticed that cleaners were not taking care of her clothes the way that she had wanted. Apart from this, she saw that not many were tech-savvy or had a sense of customer service or marketing. This is when she decided to launch a company that would deliver quality service with the convenience of technology.

“When I first started, it was all about breaking even, but as I grew into it, I started to find the work more fulfilling and meaningful. I remembered what my intentions were as an entrepreneur and what my goals were for Juliette. So now, every day is a balancing act between profit and purpose,” she said

‘Don’t go by the book just because everyone says so.’

Success is not a blueprint, but a personal journey.

Balanzat advises that people have to carve out their own path and educate themselves with books, podcasts, and through mentors. But they must also remember to pick and choose from the things they have learned, and apply these to their own experiences.

“You don’t just copy and paste how other people have achieved success. If it was that easy, everyone would’ve done it by now,” she said.

“Keep in mind that whatever resources you might have, they’re there to help you be the best version of yourself, but if you’re only reading one book, listening to one podcast, and conversing with one mentor, then that’s never going to happen.”

To know more about this project, visit www.phtimeisnow.com

By Carissa Villacorta, PHTimeIsNow

Carissa Villacorta is an author and a publicist. She is the creator of #PHTimeIsNow. She has been running her own PR firm in New York since 2007, with high-profile business executives and multinational companies as her clients.

Sourced from ABS CNN News

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How to Use Social Media to Get Millennials to Buy From You

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By Gabriel Shaoolian

By following these tips, you’ll be sure to create a digital presence that captivates millennial consumers.

Ecommerce sales in the United States are projected to surpass $504 billion by the end of this year — and millennials are historically a driving force in the ever-increasing growth of online shopping.

What’s better, they are currently the most valuable target demographic for modern businesses.

But, with a plethora of digital marketing tactics, remarketing campaigns, email campaigns and more inundating consumers, how can brands capitalize on this digitally inclined demographic to boost their own bottom line?

Target them on social media, of course!

Young target audiences flock to social media in droves.

A study from the Pew Research Center examined U.S. adults’ use of social media. All in all, the overwhelming majority of Americans regularly use social media. In fact, a whopping 68 percent alone frequent Facebook.

However, it seems that the younger the user, the more prominent the social media use. The research found that 88 percent of 18- to 29-year-olds and 78 percent of 30- to 49-year-olds use at least one social media channel — which almost perfectly aligns with millennials’ age group of 22 to 37.

Studies show that social media platforms influence ecommerce shopping experiences with millennials.

My company DesignRush.com conducted a study that analyzed 219 millennials’ ecommerce behaviors on social media platforms. We found:

  1. Thirty percent of millennials purchase products directly on Facebook.
  2. Facebook, Instagram and Pinterest foster the most brand trust and help young adults find discover products they would actually use.
  3. Snapchat is irrelevant for ecommerce and branding — only 5 percent of millennials believe it creates the most trustworthy relationship.
  4. Sixty-one percent of millennials trust a friend’s endorsement the most, followed by their own experience with a brand (51 percent) and website reviews (48 percent).
  5. Thirty-one percent of respondents said social media influences their purchases. However, they complete the transaction elsewhere.

The survey’s key findings show that social media marketing has a direct effect on brand visibility, awareness and conversion rates. These results also reinforce the ideas that the best platforms are those that are robust, ever-evolving and user-centric — such as Facebook.

Here’s how to integrate your ecommerce and social media marketing strategy.

The findings of millennials’ social media shopping habits can be used to improve your own brand’s strategy.

After all, if brands were left to guess which platforms would appeal to a younger demographic, they might find themselves going all-in on Snapchat. However, despite boasting a hefty 300 million active users, Snapchat lacks the finesse, brand discoverability factor and website traffic capabilities to truly inspire meaningful purchases or build long-term brand growth.

Therefore, businesses shouldn’t leave themselves to guess which social media channels will inspire a millennial audience, but instead look at more specific insights when formulating a strategy.

Luckily, the survey’s findings outline a few simple fixes that can drastically improve ecommerce conversions through social media, including:

Invest in Facebook initiatives.

Millennials audiences (and, frankly, all demographics) overwhelmingly rely on Facebook for their social media needs. Luckily, there are plenty of tactics that can improve your brand identity, customer services and even direct purchases right on the platform. Try strategies such as:

  • Organic and sponsored posts
  • Retargeting advertisements
  • Advertisements targeting a custom audience
  • A fully functional ecommerce store, embedded directly into the social platform

There are several programs to help you achieve the latter. These include WooCommerce, WP-eCommerce and Ecwid. By creating a separate Facebook shop, you can target potential consumers with ads and products that might love and make it easier for them to complete a purchase, which increases conversion rates.

Utilize user-generated content.

A younger target audience trusts real people as opposed to influencers and celebrities (although influencers do historically perform better than traditional famous people). Therefore, whenever possible, humanize your brand by including user-generated content.

Repost real people’s photos on Instagram, ask for personal testimonials or even try a social media video featuring real consumers. This will foster an honest brand-to-consumer relationship that is proven to grow brands and increase revenue. Warby Parker, SoulCycle and Aerie, respectively, are all great examples of these user-generated content tactics in action.

Plus, don’t forget website reviews! Make it easy for customers to leave reviews on your website — and give them a few options for rating the product, such as star ratings, images, recommendations and paragraph descriptions. Not only will this build credibility with new customers, but it will make your returning consumers feel as though their voice is welcome and will be heard by your brand.

Build an authentic, well-branded online community.

Although integrated ecommerce shops and targeted advertisements are crucial for reaching millennials on social media platforms and transforming them into regular customers, taking the time to create a community that represents your brand will result in longevity. To achieve this:

  • Ensure you also publish non-paid social media posts.
  • Respond to comments and customer service requests.
  • Create campaigns that engage consumers.
  • Ensure your imagery and messaging.
  • Don’t just promote your products — add some informative posts and information to your social channels, too.

These strategies can still add business value by driving traffic to your website, showcasing your area of expertise or promoting your brand’s core values. However, going the extra mile and incorporating these tactics will cultivate a well-rounded and comprehensive social media presence that will appear genuine to consumers and add validity to those oh-so-important ads and ecommerce promotions.

Social media and ecommerce strategies can work together to grow your business.

It’s undeniable that social media marketing strategies directly influence conversions and revenue. However, it can be difficult to understand how to leverage social media platforms to ensure success.

By following the tips above, you’ll be sure to create a digital presence that captivates millennial consumers. This will empower you to transforms them into life-long users of your brand for decades to come, ensuring a long line of success for your business.

Feature Image Credit: Image credit: Elizabeth Fernandez | Getty Images 

By Gabriel Shaoolian

Sourced from Entrepreneur Europe

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‘Advertisers think it’s just like buying digital’: Myths of connected TV advertising

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By Tim Peterson

This year connected TV overtook mobile as the screen on which the most digital video impressions were served. However, as the hype around streaming settles into a legitimate channel for advertisers and publishers, there are some myths to be dispelled around “connected TV,” the catchall term for videos streamed over the internet and watched on a TV screen.

Myth: Connected TV and OTT are the same thing
Connected TV refers to the device on which someone is watching a video or an ad, whereas OTT (over-the-top) refers to how that video or ad was delivered. OTT predates connected TV and originated as a way to describe TV networks letting people watch their shows online, bypassing the cable or satellite TV box (why the term is “over the top” not “over the internet,” I have no idea). If someone is streaming Hulu through its mobile app, they are accessing that content over the top and watching it on their phone or tablet; if someone is streaming Hulu through its app installed on their Samsung smart TV, they are accessing that content over the top and watching it on their connected TV.

Myth: There is a lot of TV-quality inventory available on connected TV
For as many apps as there are available across connected TV platforms like Apple TV, Roku and Amazon Fire TV, four apps account for 75 percent of time that people spend streaming video on their connected TVs, according to Comscore: Netflix, Amazon Prime Video, Hulu and YouTube. Two of those apps — Netflix and Amazon Prime Video — do not carry ads, while Hulu and YouTube each offer ad-free subscriptions in addition to their standard ad-supported services.

“There’s still a very limited amount that is truly ad-supported on a volume basis relative to TV. A lot is no ads or few ads. The idea that there’s this massive growing pool of premium video inventory on connected TVs is not the case,” said Dave Morgan, CEO of Simulmedia.

Myth: Connected TV inventory is cheap
The connected TV inventory that is available is significantly more expensive than digital video and on par with linear TV. “There is a little bit of sticker shock,” said Ari Paparo, CEO of ad tech firm Beeswax. Connected TV CPMs average in the mid-$20s, which is comparable to linear TV, and can even be slightly higher than linear TV prices, said Raphael Rivilla, partner for media and connections planning at Marcus Thomas.

Myth: Connected TV ads can be tracked like other digital ads
Advertisers may be aware that connected TV is a cookie-less environment, but they may think, well, mobile in-app advertising is also cookie-less, but we can track ads there; shouldn’t that be the case for connected TV too? No. “A lot of advertisers will think it’s just like buying digital: I can now track actions that happen on a website or foot traffic to a store. That is a myth,” said Rivilla.

There is a workaround if advertisers are able to collect connected TV devices’ IP addresses to link their CTV campaigns to laptops, phones and other devices that use the same internet connection, said Rivilla. However, that’s becoming harder to do as one of the biggest CTV platforms, Roku, has limited ads’ ability to collect devices’ IP addresses.

These tracking limitations mean that table-stakes digital advertising tactics, like frequency capping and using third-party data for ad targeting, are difficult to deploy for connected TV campaigns.

Myth: High-quality connected TV inventory is not available programmatically
Ad tech companies including The Trade Desk, Beeswax, SpotX and Telaria have been laying the pipes for connected TV inventory to be bought and sold programmatically. That inventory is often user-generated content, but TV networks, including HGTV and DIY Network, and other premium publishers are increasingly making their connected TV inventory available to buy programmatically, said Rivilla.

However, the higher-quality inventory may not always be available in open programmatic marketplaces. Some TV networks only make their connected TV inventory available programmatically through private marketplaces so that they cannot be polluted by lower-quality inventory that’s more likely to be fraudulent, said Morgan.

Myth: Connected TV is a fraud-free environment
Connected TV is not immune to bad actors trying to trick advertisers into paying for impressions that nobody actually sees. In the third quarter of 2018, 19 percent of connected-TV ad impressions globally and 18 percent of impressions in the U.S. were fraudulent, according to fraud prevention firm Pixalate.

Connected TV can be particularly susceptible to fraud because the potential for TV-level ad dollars makes it a more alluring gold mine for fraudsters and the nascent ad infrastructure can make it more difficult to detect and disable fraudulent impressions. Connected TV ads commonly use server-side ad insertion, which means the ads are attached to content and then delivered to the device. That makes it easier for fraudsters to claim that an impression is for a connected TV without companies, such as measurement firms, being able to collect the device information to verify that the ad will or did run on a connected TV screen. “We’ve been measuring connected TV impressions for the last two years and have seen the growth of SSAI and other fraud vectors for the last year and a half,” said Pixalate CTO Amin Bandeali.

Myth: Connected TV is only for video ads
The bulk of connected TV inventory may be pre-roll and mid-roll ads attached to the videos that people stream through their connected TVs. But that isn’t the only inventory available on connected TV screens. “The ad experience isn’t solely tethered to the apps themselves. A lot of Samsung smart TVs, for example, have a home screen that advertising can be fed through as well,” said Kyle Turner, senior director of strategy at United Entertainment Group.

By Tim Peterson

Sourced from DIGIDAY UK

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Payless becomes Palessi to prove point in new advertising campaign

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By Natalie Dreier

Payless? More like PayMORE, as the discount shoe store turns the tables on people who just want to shop by name only.

Payless commandeered a former Arani store in Santa Monica, California, and filled it with its normal slate of shoes. They normally cost between $20 and $40 at common Payless locations. But at this location, renamed Palessi, the standard shoes came with a designer price of between $200 and $600 a pair, USA Today reported.

Payless? More like PayMORE, as the discount shoe store turns the tables on people who just want to shop by name only.

Payless commandeered a former Arani store in Santa Monica, California, and filled it with its normal slate of shoes. They normally cost between $20 and $40 at common Payless locations. But at this location, renamed Palessi, the standard shoes came with a designer price of between $200 and $600 a pair, USA Today reported.

In only a few hours, the company sold about $3,000 worth of shoes.

The employees eventually did tell shoppers that the products were Payless shoes, but not before some customers described the footwear as “elegant and sophisticated.” Those  shoppers, who USA Today said were real people and not actors, apparently were surprised at the revelation.

Payless didn’t keep the marked up money and refunded the purchases to the shoppers, but the videos that were shot during operation will be used as commercials and on YouTube. The shoppers also get to keep the shoes, Fortune reported.

 

An ad company worked with Payless on the ruse, USA Today reported.

Doug Cameron, who worked on the campaign for DCX Growth Accelerator, said Payless “wanted to push the social experiment genre to new extremes, while simultaneously using it to make a cultural statement.”

 

By Natalie Dreier, Cox Media Group National Content Desk

Sourced from The Drum

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Customer Support Intern

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At Jobbio we believe people should do what they love. It’s better for you and it’s better for the companies you work for. We pride ourselves on helping companies hire great people and we walk the talk! At Jobbio you’ll be working with a team of smart, driven and creative innovators who genuinely love our product. We’re out-of-the-box thinkers who are excited to break boundaries and make a lasting contribution to the world of work. We value entrepreneurial spirit, a can-do attitude and a bit of fun. We’re an international company with kick ass teams in New York, London, Dublin and who knows where next!

What does the role look like?

  • Providing excellent support to Jobbio users over the phone and Zendesk
  • Proactively engaging the user to understand their individual needs
  • Working with and supporting the wider Customer Success team
  • Preparing weekly and ad-hoc reports that track metrics impacting Customer Experience
  • Gathering insights to develop business cases for process improvement recommendations
  • Building and developing strategies to ensure users are educated and engaged on the platform
  • Other duties and responsibilities as assigned

You would be our ideal candidate if;

  • You are a relationship builder
  • You are our customer’s biggest fan
  • You are a team player with a sense of humour – we’re a sociable bunch!
  • You are proactive and responsive; ask the right questions and raise flags at the right time
  • You are able to prioritise and plan workloads
  • You are a strategic thinker
  • You are a detail oriented self-starter
  • You have an international view of the world

Bonus points for;

  • Third level Business related studies
  • Proficiency with Google Suite
  • Salesforce, Zendesk and Saas experience

Click HERE to apply for this position.

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