Engaging consumers on the platform they're on, not redirecting them to a landing page
Digital marketing somehow started out as an effort to drive consumers away from the site that they were enjoying and send them to an advertiser’s landing page. Old habits are hard to break, and marketers are still stuck trying to engage consumers with a click and a redirect. However, over the years the real value of a click has become clear, and it's not good. With the average click through rate at 0.01 percent, marketers know that they need a new way to do business. In 2014 and beyond, marketers will be focused on how to engage consumers on the site that they are enjoying, rather than interrupt their experience. Whether that's through native advertising or interactive ad banners, the creative possibilities open up for innovative advertisers when you take away the redirect as an option.
Time on page
As we settle into 2014, time on page will become a huge barometer for successful marketing. Engagement will be the new currency marketers will boast when they reference how well their strategy is working. If your customers are spending minutes on your website, sponsored post, or content, you are doing a much better job than marketers who look at clicks as a benchmark for success. Time on page will grow to become the new CTR, and we will start to hear marketer's mention minutes first before they ever mention clicks.
Viewability and the content of your message
Is your message getting seen? Is it saying something effective? If the answer to both these questions is yes, you are doing a great job at evolving in the new marketing paradigm. With TV commercials, billboards, and magazine ads, a marketer focuses on what's relevant -- are they getting seen and what do they say? Digital marketers need to take a page from the old way of doing things and go back to focusing on the advertisings core. In 2014, marketers will be much more focused on message and viewability, not calls to action and impressions.
Justin Choi, president and CEO of Nativo, speaks with iMedia about why these 3 benchmarks are becoming the new ways marketers measure success, and why they are so meaningful.
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