Digital Marketing Harassment For The Companies!

Digital advertising fraud into marketing the biggest risk false traffic to the crisis of trust

The advertiser is angry! Digital advertising fraud has become the biggest risk of digital marketing.

The recent reforms have made P&G suffer from performance problems: its $100 million digital advertising budget, which was slashed in the last quarter, has had little impact on performance.

“The era of extravagance for digital media is over.” “If we can put (waste) 20%-30% of our money into better advertising and content, we can get more.”

In the New York Advertising Week last September, this year's American Interactive Advertising Bureau Annual Leadership Conference, and the Cannes Lions International Festival of Creativity, P&G's public stance on digital advertising in several large industry venues is becoming more ruthless.

As the world's largest advertiser, "P&G's anger" largely confesses the secrets of the industry to the public as never before - the ever-expanding digital marketing market, where complex, opaque, fraudulent and false traffic flows it’s also impossible for advertisers to turn a blind eye.

False traffic has brought the digital advertising industry, once filled with halo, into a crisis of confidence.

Just as the New York Advertising Week last September gathered in the marketing circle to talk about "trust", in July this year, by the US data tracking and analysis company TUNE in Seattle's mobile marketing conference POSTBACK, "advertising fraud (fraud)" again became One of the most important topics.

“Today, one of the biggest risks facing marketers is advertising fraud.” TUNE CEO Peter Hamilton emphasized in his opening speech that “the discussion on fraud has been full of hostility, complaints, and overwhelming."

Customized marketing activities

 A common cause of failure in marketing campaigns is irrelevant information. In other words, if a company's marketing campaign is not a personalized campaign, it is likely to fail.

For example, an email for a new product ad is sent to a subscriber who has already purchased the same product. This is not the result people want.

Data helps companies create personalized campaigns, offers, and specific landing page marketing campaigns through the right channels.

US retailer Sears has integrated data on customers, products, sales, and marketing activities to reduce the launch time of new marketing campaigns from eight weeks to one week.

 Twiddy's pricing advice for home rentals is a good example of data-driven custom marketing campaigns. Twiddy's marketing team monitors the weekly rentals and demand for homes.

 After analyzing the trend for a period of time, it then began to provide pricing advice to homeowners based on several identified variables such as housing area, season, and market conditions.

They allow customers to pilot pricing for possible low demand periods in advance. It has helped customers and Twiddy's portfolio increase by 10%.

Companies can collect data from a variety of sources and begin to personalize marketing information to increase return on investment.

Better user experience

 If the landing page of the corporate website has a poor user experience, setting up a customized marketing campaign will not be possible.

When a paid visitor leaves the site without spending or subscribing, there is a potential loss.

 This is the case with Fairmont Hotels and Resorts. They are drawing Facebook's ad traffic to their site, but the visitors left the site and didn't even enter the booking phase.

Fairmont uses data from multiple sources and sources to learn about visitors' habits, travel history, equipment, average income, and more.

This helps them optimize their site for better conversions. A better website experience can increase the amount of reservations.

It all comes down to the user-friendliness of the company's landing page. This will increase your company's marketing campaigns and increase your conversion rate.

Better marketing budget management

Today, many companies do not have enough marketing budgets to deliver results. In fact, ensuring adequate marketing budgets is the third biggest challenge for digital marketers.

 Faced with such challenges, companies must manage their budgets skillfully. Thanks to big data, companies can maximize their return on investment by investing in marketing budgets on the right channels, target markets and products.

According to the MIT Technology Review: “By big data, you can see how many data points each channel provides for each ad With this data, marketers can better allocate their advertising budgets. In fact, the analysis itself will identify sensible choices."

The channel that provides the highest return on investment should be expanded. Ads with low click through rates and poor conversion rates should be abandoned. When companies get the data for analysis, they should know how to do it.

Are companies ready to leverage big data to improve their marketing ROI?

 It all comes down to how companies adopt and what data they use to drive digital marketing. Companies choose the right data set and use the right analysis tools to understand the data.

It doesn't matter how much data an enterprise can access. What really matters is how to analyze and use it.

Data helps marketers make the right choices at the right time. Decision making is at the heart of the return on marketing investment. Is there anything better than data driven?

This type of decision is:

? Accurate

? Real time

? Timely

? Result oriented

? Active

? Produce

? Good management

According to research by research firm Forrester Research, the advertising costs wasted by advertising fraud will reach $10.9 billion in 2021. According to eMarketer's data, the annual global digital advertising has reached 194 billion US dollars.

"I know that half of my advertising costs are wasted, but unfortunately, I don't know which half is wasted."

People thought that the precise delivery brought by digital marketing could end the famous day of this advertising circle, but the reality Ironically, it's even worse – those that look tempting and glamorous are probably not real users, but fake robots.

In an era of low cost of cheating, everyone can fake. In the programmatic purchase, due to the excessive number of intermediaries, sub-channels, secondary channels and other complex agent paths, the opacity of all links is put, so that more and more gray areas can be cheated.

Simply put, if you see the click-through rate on the video site, you are likely to be hydrated. As of May this year, Face book has been questioned for the 10th time that advertising data is fraudulent.

Last September, the Facebook video ad scandal was disclosed by The Wall Street Journal:

 In the past two years, Face book’s average time to watch video ads to advertisers or agencies has been 60% to 80% higher than it actually is.

The suspicion of advertisers has allowed companies that specialize in data monitoring to find opportunities.

In China, dozens of companies including Second Hand, Ad Master, Ad bug, and Nielsen are conducting third-party data monitoring services.

 “The scale of the industry is about 1%-2% of the total budget of digital advertising. For example, the domestic digital advertising budget of 500 billion dollar per year, the gold mine that third-party monitoring can dig is 5-10 billion dollars.

More than half of the customers with more than one hundred million budgets we contact will find third parties to monitor false traffic."

Many advertisers choose to wait and see. They don't want to be the first to eat crabs. They want to wait for others to find out and join again.

 There is no way to build trust, and the transparency of the entire industry will be slower. Some advertisers will consider that it is not worthwhile to spend a single amount of money on monitoring. After all, monitoring tools are also a small expense.

According to Ad Master's chief product officer, Sui Jian, the third-party monitoring company's money is about 1%-2% of the total digital advertising budget.

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