Why You Should Increase your Digital Marketing Budget in 2015

author image Written by: Content Team           Categories - Digital Marketing

digital marketing According to Garter’s CMO Spend Survey 2015, 43% of marketers cited connecting with their audience as their biggest challenge, ahead of serious competition and revenue growth. In today’s digital world, there is no more direct way to connect your brand to your audience than through digital marketing. As the amount of time people spend online increases, and mobile technology adds to the opportunities for people to shop, research, review, and interact with brands, the need for a strong digital marketing plan is more important than ever. In the marketing world digital and SEO services are the largest growing segment of the marketing mix. Mobile, video and social media are the fastest growing channels projected over the next 3-5 years. In fact, Garter’s survey found that 28% of marketers have decreased their traditional advertising budget to find more funds to allocate to digital marketing.

Why your Digital Marketing Spend is Worth it

It’s safe to say that majority of us go to Google first before making a purchasing decision. Diversity in digital platforms is increasing. There are already so many different places people interact with brands. Your brand needs to be where your customers spend their time online in their day-to-day lives. Being accessible in both digital and mobile realms means that you are available immediately when a customer needs information or decides to make a purchase.

Return on Investment

Digital marketing can provide valuable quantitative information in the form of data and analytics, allowing you to make smarter decisions on the minutiae of a campaign and maximizing SEO potential. This also allows marketers to more accurately determine their ROI, either in real time or accrued over the period of a campaign or fiscal period. It’s also more efficient than traditional methods with so many automated features that cut down on time, resources, and offer better value for your money.

Relationship Building

Social media, forums and comment sections create opportunities for two-way interactions with your audience on a scale that was previously impossible. This is a great way for brands to build trusting relationships with potential customers, as well as provide outstanding service and follow-up to existing customers.

SEO Cuts Through Clutter

Digital applications are being built into everything now, becoming more integrated into our everyday lives. On the flip side, every brand wants to be a part of it, so there’s a lot of noise to break through, in order to be heard. Leveraging SEO services and tactics can help cut through the clutter by bringing your online presence to the forefront. In the end, digital marketing is only as effective as it can be strategically integrated into your overall marketing plan. It is a segment of your greater marketing mix, but one that is becoming more and more essential as technology develops and the way people interact with brands evolves.

Content Team

Google Pulling Back Ad Restrictions For YouTube


Google announced that they are lifting some restrictions on YouTube mastheads ads. That means that advertisers who have been limited with their ad publishing until now, can finally publish ads in the following categories:

  • Sports betting (US Only)
  • Alcohol (where legal)
  • Prescription drugs (US, CA, NZ)

Categories for election and political ads, as well as non-sports gambling, remain restricted.

“We’re constantly reviewing our ad requirements to improve our products and services. Given the evolving regulatory landscape for sports betting and following our successful implementation of our new “per market” YouTube masthead format, we believe that this decision balances the needs of advertisers and consumers.” -Google’s spokesperson said.

YouTube mastheads are the ads that users see at the top of the YouTube homepage. Since it’s the most prominent placement, the ads there must comply with all Google Ads policies and YouTube ad requirements.

However, the masthead ad content requirements are much more restrictive than the ad requirements on other platforms. So, even if an ad has been denied for the masthead placement, it can still run somewhere else on Google.

Read More: Users Can Limit Three More Types Of Ads On Youtube

Ad Requirements for YouTube

As mentioned, ad content must comply with certain requirements. Here’s what ad content is prohibited on YouTube:

  • Exaggerated or inaccurate claims – exaggerated or false claims for a product or a service that misleads people
  • Offensive language – obscene or offensive language, derogatory language that incites hatred, discrimination, racism
  • Negative events and imagery – mentally distressing, disturbing, scary content, death, decay, etc. This also means no videos of people weeping at funerals, excessively gory content, dangerous challenges, etc. There are exceptions for movies, TV shows, news channels, etc.
  • Improper content – focusing on specific body parts or health conditions, nudity, racy and sexually suggestive topics. There are some limitations to ads for weight loss, hair loss, skin conditions, swimwear, etc.
Read more: YouTube Launches ‘Search Insights’

Why Is This Important?

Masthead ads are one of many YouTube and Google advertising formats and only a small portion of YouTube’s daily ad impressions. All of the previously restricted categories above can now select that placement for their ads, giving them more choice and options for their ads.

Read More: Should You Create Video Content?
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Instagram Updating Its Ranking Algorithm 


Instagram chief Adam Mosseri announced that Instagram is adding a few changes in order to put more focus on creators and the credit they get. One of the mentioned changes is updating its ranking algorithm with the goal to put more focus on original work. Judging by the number of copy-paste posts we’ve seen so far, this update should have been made a long time ago.


Read More: Instagram’s Main Feed Going Full Screen

Making Sure The Credit Goes To Those Who Deserve It

Instagram announced the following changes:

  • Product Tags – it will now be available to everyone. So, no matter who you are, you will be able to tag products and drive traffic and attention to a business, creator or a company that they like.
  • Enhanced People Tags – now, you can add a category for yourself (into profile, edit profile) which will show up when you are tagged in a photo or a video. This makes sure you have your identity be what you want it to be, and credited according to your wishes.
  • Ranking – people that actually created something from scratch should be more credited for that, so the algorithm will focus more on that kind of content.

“We are going to do more to try and value original content more, particularly compared to reposted content. So, more to come there as well.” – said Mosseri in the announcement.

But, what does it exactly mean? As mentioned in SocialMediaToday, the changes in ranking are not that well explained and it’s not clear if any penalization will happen.

Read More: Instagram Subscriptions Tests Three New Features

What Will Affect The Ranking?

The Twitter community did have some questions regarding the originality of content and asked about editing outside of the app. If you remember, Instagram started down-ranking content that was re-shared from other apps. So, if you will be re-posting your TikTok with a watermark on it, your content will still be penalized. However, if you only edited it off the Instagram app, that shouldn’t be a problem and won’t affect your rank.

Still, Mosseri admits that Instagram can’t know for sure if a content piece is an original or not. They only build classifiers that will show how likely something is to be an original, but they can never know for sure. It’s still a work in progress.

Posting History Is Also A Factor

Content aggregators are the focus of this update, and Instagram will be able to determine this with the account’s posting history. Instagram is more likely to detect that an account is an aggregator if it re-posts a lot of content from other accounts.” So if you’re re-posting a lot of content from other accounts, you’ll likely see a drop in reach.

The main goal of the whole update is, as we mentioned, to give more credit to original creators, but the system is not yet perfect. However, Mosseri said that Instagram will continue to improve its detection features over time to better distinguish where the content comes from and who posts original content, to promote the real creators and reduce the influence of big farm accounts.

It looks like it’s time to say goodbye to reposting trending memes in order to boost engagement.


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