Five things which every business owner must know of digital communicationThe time users spend on the internet is constantly increasing and so is the amount of money companies invest in online advertising worldwide. In order to stand out among all the digital media and reach their target audience in the most effective way, “Inbox.lv” has gathered the opinions of a number of specialists of the field in Latvia, regarding the latest tendencies in digital communication for 2014.
Experts agree that less money gets spent on online advertising solutions in Latvia than elsewhere in the world. For example, while we spend approximately 8.30 Euros per one internet user, Denmark spends 133.75 Euros to address each of them, Netherlands spends approximately 68.29 Euros, Russia – 22.76 Euros, but Check Republic – 17 Euros.
“Of course, the Latvian market is smaller compared to those in larger countries, therefore such is the size of investment and, likewise, it could probably be said to be the reason why instead of innovative solutions more traditional and perhaps less effective ones are being chosen here. Nevertheless, it is still a non-proportionally small investment when you compare it with the number of internet users in Latvia. Another flounder in our market is the insufficient integration of various advertising campaign solutions”, believes the creative director of the advertising agency “Alpha Baltic” Gatis Rozenfelds.
1.Digital communication as a sum of complex activities
The channels of digital communication – a webpage, an online ad, partner-marketing, e-mail marketing – must be perceived and planned out within a broader scheme, only then results can be expected. One piece of news in various different platforms should be focused on to achieve the maximum effect.
2.Images attract more attention than words
In a world where a lack of information is replaced by its abundance, it has become increasingly important to express yourself in a showy and noticeable manner, and an image is one of the ways to achieve it. Therefore the victorious stride of infographics will continue – along with the increase in the number of “Instagram”, “Pininterest” and “Vine” users.
3.Videos will be watched online more and more often
People will watch videos online more and more regularly. According to the “Nielsen” study the online videos will become a more effective solution than TV ads, since they will be able to reach out to those who watch the TV rarely or do not watch it at all, as well as to men and the age group between 18 and 34 years.
4.The social media environment becomes part of the business strategy
Society values prompt response above all and also places great importance on client services and creative entertainment. A timely and skilful communication within the social media domains will assist brands by helping to reach their marketing and business goals, as well as to enhance their public image.
5.Numbers, numbers and, once again, numbers
The area of focus for the next year – attracting the target auditory and monitoring the results, such as the user engagement (when users provide content), the increase in the number of homepage visits, the number of clicks on banners and links and so on.
“Effectiveness could be said to be one of the focal points of the digital communication next year. For example, from now on the advertisers will be able to receive the statistics not only as to how many times a banner has been seen, but also how many times it has actually appeared on the screens of the audience. It is also worth remembering such indicators as “dwell rate” or the amount of time that the internet user’s cursor has “spent” on a banner or “heat map” – an indicator that allows to see where exactly on the banner had the cursor been placed. This is especially important in the case where the banner contains more than one offer. The whole spectrum of statistics will allow the advertiser to evaluate the quality of their offer and of the advertising material, as well as that of the chosen media and the placement of the ad in it,” shares the director of the department of the interactive communication at the media agency “Mediacom” Iļja Olijevskis.
The article has been created in collaboration with the creative director of the company “Alpha Baltic” Gatis Rozenfelds, the director of the department for the social media at the creative agency “DDB” Ieva Knāķe, the chairman of the board at the digital marketing agency “Infinitum” Egils Boitmanis and the director of the department of the interactive communication at the media agency “Mediacom” Iļja Olijevskis.
Matīss Francis, project manager at “Public ID Group”
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