What We Cover In This Blog?

• Programmatic Advertising In Simple Terms
• Benefits Of Programmatic Advertising
• Programmatic Platforms-DSP And DMP
• Buying Advertisement Inventory
• Programmatic Ad Exchanges

Programmatic advertising is an effective way to boost brand awareness that keeps up with the metrics of any business site. It also makes a blocklist and an allowlist of websites.

The blocklist is to avoid fraud by blocking suspicious websites, where the brand must not appear because it might turn off the audience. The allowlist is the approved website to increase audience traffic. This segmentation list augments in providing better results than traditional demographics.

Programmatic Advertising In Simple Terms

Unlike the conventional manual digital or online advertising methods, programmatic advertising works by automating technology for buying ad space in online media. Programmatic media acquisition uses data insights and algorithms to serve ads to the right consumer at the right time and price.

How does it work?

Businesses in this form of advertising target consumers across the internet space. For instance, the algorithm used in advertising makes placing the ad on YouTube or Instagram effective.

Similarly, if the algorithm points out that the most effective use of the funds meant for ads is to direct the ad to a more specialized website with a high concentration of targeted consumers, it will be placed on that website.

• The programmatic ad tech process begins with the advertiser setting their audience and budget.
• Programmatic ad strategies require an overwhelming learning curve, but working with partners or agencies helps advertisers ease their foray into the programmatic advertising process.
• With potential challenges, businesses find it easy and beneficial to adopt programmatic ad strategies to gain efficiency, reach, transparency, and accountability.
• Decisions on online ad placements are made using data that includes the target consumers’ age, interest, location, and occupation. Companies use this data to launch targeted, effective ad campaigns like online video ads with the highest profits.

Benefits Of Programmatic Advertising

• Target advertising: One of the key benefits of the programmatic media ad process is its ability to target a specific audience. Programmatic advertising platforms use consumer data to identify and target users most likely to engage with the ad. This targeting can be based on a wide range of data, including demographic information, browsing history, and search queries.
• Commoditized: Programmatic ads are commoditized just like any commodity. Businesses are in the same online ad space, making some types of ad supply scarce. But the increasing use of programmatic ads has increased the amount of non-commoditized inventory becoming available to advertisers with software programs.
• Saves time: Programmatic advertising has benefits over traditional media buying. One of the main benefits is its efficiency, as the buying and selling process automation reduces the time and effort required for purchasing ad space. Online marketing also provides greater targeting capabilities, allowing advertisers to reach a specific audience more precisely.
• Optimizing: Additionally, programmatic advertising platforms offer real-time advertising and report the programmatic ecosystem analytics. This allows advertisers to optimize their campaigns to sell ads based on performance data.
• Safety, visibility, and transparency in programmatic targeting: While the programming of ads gives consumers greater control over visibility and where their digital ads appear, brand safety and transparency remain the top priority. Programmatic technology like Amazon Ads, a third-party solution, addresses these issues with safety visibility and transparency.

Programmatic Platforms-DSP And DMP

The technology used in programmatic marketing has gained worldwide momentum in how advertisers buy ad space, making it easier to reach their desired audience with precision targeting and more cost-effective. With Demand-side platforms (DSP) and Data management platforms (DMP), digital advertising has become a staple in the digital advertising space. The programmatic ad-buying process uses DSP, a software platform that allows advertisers to buy or change in real time through advertisement exchanges.

The DSP connects to multiple ad exchanges and uses algorithms to automatically bid on inventory that matches the target audience criteria for ads. The DSP can also use DMPs to help manage and analyze consumer data. DSP identifies the inventory that matches the audience criteria and automatically bids on the inventory in real-time. If the bid succeeds, the ad is served to the user in the placement.

Buying Advertisement Inventory

Programmatic ad platforms use technology to automate the buying and selling of advertisement inventory. These inventories refer to the space on a website or app where ads can be displayed.

Businesses prefer to market on suitable ad spots before considering the private or open market. This private market is known for ‘spot buying,’ or buying ad space immediately. Advertisers use programmatic ad platforms to buy inventory of ads in real-time through the exchange of ads, which connects buyers and sellers of ad space.

Programmatic Ad Exchanges

Digital Marketing Platform

What We Cover In This Blog?

• Value Realization: Why It’s Important
• Value Realization Cycle
• Emphasis on Customer Value Realization Analysis
• Key Metrics for Value Realization
• Customer Success KPIs
• SaaS Business Model: An Example of CVR

Value Realization: Why It’s Important

Value Realization Cycle

Value Definition:

Value Delivery: 

Value Realization:

Value Validation:

Value Optimization:

Emphasis on Customer Value Realization Analysis

• Customer loyalty increases when trust is gained through value realization. They tend to stick to the brand even during times of crisis.
• Customers can convey their success stories to other stakeholders, opening new horizons for selling the products/services.
• Value realization leads to the renewal of customer agreements through customer satisfaction.
• Businesses can gain insights from value realization, which can help in post-sales processes and the beginning of a new cycle.
• Customers can take any corrective actions necessary to fulfill the next set of business objectives.
• In addition, companies can design and create a Value Realization Framework, which is critical for a company to work together towards a single goal.
• All the information collected can further be used in a business’s pre-sales process, resulting in further customer success.
• Value realization can enhance the brand value of the products the business is selling through the success of its customers.
• Implementation of the VR cycle improves productivity while keeping the risks minimal.

Key Metrics for Value Realization

In addition to the Value Realization Cycle, it is a good practice to build value realization metrics or key performance indicators (KPIs) that help measure the business’s overall health and performance. These key performance indicators will map out the business outcome in every stage of work, ensuring value realization.

Time to Live (TTL)

Time taken for the product to be implemented after the contract signing is called Time To Live (TTL). The lesser time, the better the performance.

Time to Value (TTV)

The time taken from contract signing to value extraction is called Time to Value (TTV).

Net Revenue Retention (NRR)

The revenue retained from existing customers is known as NRR, and it is a crucial KPI for SaaS and subscription-based companies.

Return On Investment (ROI)

It is the value received against the investment made on a particular product/service. A high ROI shows the product’s high performance and a profitable business.

Customer Success KPIs

There are other KPIs like Customer Acquisition Score (CAS), Monthly Recurring Revenue (MRR), Customer Lifetime Value (CLV), etc… that measure customer success.

SaaS Business Model: An Example of CVR

Value realization in SaaS Business Model is no different from any other business value model, and it gives the ability to look beyond the software product. A good value realization framework will formulate a good strategy with solid objectives, tasks, tools, and metrics. The successful execution of the framework will result in increased revenue, decreased costs, and enhanced productivity with minimized risks.

KloudPortal: A CVR Service Offering

KloudPortal, the top digital marketing company, has the right medium for long-term success through customer value realization (CVR). We ensure maximized customer lifetime value (CLV) by customer value realization analysis provided by our team of experts at KloudPortal.

Our digital marketing services include content writing, public relations, PPC management, reputation management, and social media marketing and advertising. As an Enterprise SEO Company, we offer services like SEO strategy and services, keyword research and analysis, content development and optimization, etc. Please go through our website for more information on SEO services.

What We Cover In This Blog?

• Google Search Console
• Google Analytics
• Google APIs for Site Search Performance Report

The Google Ads Application Programming Interface (Google’s API) provides a range of APIs that can help website owners monitor the performance of their sites in search. It can provide valuable insights into how well your site performs, how users find and interact with your content, and what improvements you can make to increase your site’s visibility and engagement.

Before discussing the steps required to use Google’s APIs to monitor the regular expression in search, let us understand what Google Search Console and Google Analytics provide to amplify SEO and website analytics:

Google Search Console (GSC)

Google Search Console is a web service query provided by Google that allows site owners to monitor their websites by giving performance reports using keyword searches. It uses machine learning algorithms to query how users find and interact with the website, including keyword rankings, bounce rates, click-through rates, and average position. Using Google Search Console, website owners can improve their google rankings and total impressions.

Some specific features and tools to optimize a website’s performance include:

1. Search Analytics – This tool lets you see your site’s performance in Google search results. You can view clicks, impressions, click-through rates, and position data for specific keywords, average positions, and pages. This information can help you identify opportunities to improve your site’s content, structure, and overall search strategy.
2. Sitemaps – Google Search Console allows you to submit a sitemap of your web pages to help Google better understand your site’s structure and average position content. It can help improve your site’s indexing in search results, increasing visibility and traffic.
3. Crawl Errors – GSC can alert you to crawl errors on your site, such as broken links or pages that can’t be accessed. You can improve your site’s user experience and Keyword Effectiveness Index (KEI) by identifying and fixing these errors.
4. Mobile Search Usability – With the high number of users accessing the internet from mobile devices, ensuring your site is optimized for mobile viewing is important. Google Search Console provides a Mobile Usability report that can help you identify issues with your mobile performance and provide suggestions for improvement.

According to Statcounter, as of January 2023 report shows, Google has a global search engine market share of approximately 92.9%, while Bing and Yahoo have market shares of 3.03% and 1.22%, respectively.

Google Analytics (GA)

GA is a free web analytics service provided by Google that allows website owners to analyze and track the search type, user behavior, and search traffic. It provides important metrics into how users find and interact with your site, the average number of page views, including where they’re coming from, what pages they visit, and how long they stay.

Some specific features and tools provided by GA include:

1. Acquisition Reports: This tool lets you see where your site’s visitors are coming from, including query engines, social media, and other websites. You can also see which keywords drive traffic to your site and which pages are most popular.
2. Conversion Reports: This tool allows you to track specific goals and conversions on your site, such as form submissions or e-commerce purchases. You can see which pages lead to conversions and which marketing channels drive the most traffic.

Google APIs for Site Search Performance Report

Google’s APIs can provide valuable insights into your site’s visibility in search. By setting up Google Search Console and integrating the relevant API with your site, you can retrieve data from the performance report and use this data to make informed decisions about improving your site’s visibility and engagement in search. With regular monitoring and analysis of your site’s search tool ranking using Google’s APIs, you can ensure that your site remains competitive and relevant in the ever-changing web search landscape.

To access Google’s APIs for the Search Engine Results Page (SERP) position, you must set up a Google Search Console account. The free tool provides a range of insights into your search visibility, including keyword rankings, average CTR, and more. Visit the GSC website and sign in with your Google account. Follow the prompts to verify ownership of your website, and you’ll be ready to access the APIs.

Step 2: Choose the API you want to use.

Google offers several APIs to monitor search performance, including the Search Console API, the Pagespeed Insights API, and the Custom Search API. The Search Console integration interface is the most comprehensive, providing detailed information on your site’s search tool ranking, keywords ranking, click-through rates, and more. Pagespeed Insights provides information on how fast your site is loading, which can harm your search rankings. The Custom Search system interface allows you to create custom search engines that can be used to search your site and others.

Step 3: Integrate the API with your site.

Once you’ve chosen the API you want to use, you’ll need to integrate it with your site. These typically involve installing a plugin or adding code to your site’s HTML. The exact steps will depend on the application interface and platform you’re using to build your site. Google provides the complete guide and tutorials for each API, so consult these resources for guidance.

Step 4: Retrieve data from the API.

Once the API is integrated with your site, you can retrieve data on your site’s search index. It typically involves sending requests to the middleware using a programming language like Python or Java. Again, the exact steps will depend on the API you’re using and the programming language you’re working with it.

Step 5: Analyze and act on the data.

The data you retrieve from the API can provide valuable insights into your site’s performance in search. You can use this data to identify areas for improvement, such as optimizing your content for specific keywords, improving your site’s load times, or building more backlinks. You can also use the data to track the impact of changes you make to your site, such as updating your content or implementing technical SEO efforts. Regularly monitoring your site’s ranking metrics ensures that your site remains visible and engaging to users.

Conclusion

KloudPortal, the best digital marketing agency, offers tailored digital marketing solutions that cater to each client’s unique needs. Our services include content writing, Enterprise Search Engine Optimization (SEO), and social media marketing (SMM), all focusing on optimizing digital marketing efforts.

Our development team utilizes various tools, including the Google search console, to help our clients achieve the best return on investment (ROI). This knowledge allows us to make informed technical decisions for the site and optimize Google trends. So, reach out to our experts and explore the services.

What We Cover In This Blog?

• Ethical Business Practices In Digital Marketing And Social Media Platforms
• Laws That Combat Unethical Marketing Practices
• The Best Digital Marketers For Your Business

Digital marketing has become popular in recent times due to its wide reach. Entrepreneurs started using digital marketing services such as social media marketing, pay-per-click, content writing, SEO services, and online reputation management to reach and appeal to a huge audience. The best social media marketing agency is the one that follows ethical marketing despite challenging situations and witnesses good results in the long term.

Ethical Business Practices In Digital Marketing And Social Media Platforms

Ethical principles are important in the business world for two major reasons.

1. To win customer trust and loyalty: Customers tend to switch brands when an organization’s business practices appear shady. People are usually more willing to spend an extra few dimes for a product from a trustworthy brand than to purchase the same product at a significantly lower cost from a lesser-known label.
2. To enhance brand image: A business grounded in strong core values wins people’s trust and respect. A good image also enhances the brand value and increases its value in the share market. Unethical practices can cause long-term negative impacts on a business and damage its reputation.

The best digital marketing services can help you adhere to the following business ethics:

Honesty in product representation

Sometimes, we find online marketers giving product descriptions that are far from truthful advertising. The false statements increase the customers’ expectations and lure them into purchasing, while the actual product differs from what is described on the website. A common practice in the marketing industry is editing product images using Photoshop to make them look very appealing. Some sellers go as far as posting fake online customer reviews for their products to attract sales. They fail to understand that though their unethical business operations may bring them quick profit, it impacts the customers’ trust in making large purchase decisions.

Consumers’ privacy and data confidentiality

Consumer data collection is a business practice that most organizations follow to know their clients’ preferences to serve them better. Most seller websites place cookies in the user’s browser to study consumer behavior, including their online behavior, most-searched keywords, geographic location, contact details, and more. While the capture of this data is justified, many users today are concerned about sharing the data with third-party websites for monetary purposes, which is the leading cause of cybercrime and identity theft.

A host of ethical issues would pop up if the business does not work towards maintaining the data confidentiality of its clients.

Transparency

E-commerce sites should maintain transparency by notifying consumers before collecting their personal information, including email addresses which they could use later for email marketing. They should also make the users aware of the purpose of collecting their details and give an option for them to exit if they are not willing to share their details.

The return and refund policies of most e-commerce sites remain unclear, with hidden terms and conditions. It carries a reputational risk to the business, and the customer may no longer find the business good enough. It is the social responsibility of digital platforms to maintain transparency in their policies and procedures.

Accountability/ Ownership

Artificial intelligence has replaced a lot of professional capabilities of traditional media today. Almost every business model uses a well-formatted algorithm to make quick and important decisions. The downside to this technological advancement is the lack of accountability for any undesirable consequences that decisions made through machine learning capabilities may bring forth. Ethical practices require businesses to take up ownership of the decisions.

Avoid discrimination

After thorough market research, many marketing campaigns today follow target-based advertising by choosing a group audience to display their products and build a customer base. This effective online marketing strategy is legally acceptable if it filters the target audience only based on their ‘need’ for certain products or services. However, target advertising becomes ethically diluted if the choice of target consumers is based on their race, color, or other discriminatory factors.

Content marketing ethics

At times, a digital marketer may copy the intellectual property of other e-commerce stores, including their online content, website design, images, etc. Replication of the marketing strategies of other businesses could mean a lack of your own digital marketing efforts from the consumers’ perspective. It could also lead to legal issues that negatively impact your credibility.

It is good to partner with digital marketing services to provide strategic plagiarism-free content for your website.

Laws That Combat Unethical Marketing Practices

As reported by Microsoft in 2021, 21% of cyber attacks targeted consumers, and 79% of attacks aimed at enterprises. Social media sites are easy bait for online hackers, where they target several social media users through luring adverts. There are federal laws in place to combat ethical issues in digital and traditional marketing that may also be the first level of cybercrime. A few of the laws are listed below.

What We Cover In This Blog?

• Web Analytics For Your Business
• The Best Web Analytics Tools To Pick For Your Business
• The Best Digital Marketing Agency To Meet Your Business Goals

Web analytics is a step further to establishing a business’s online presence. It is a way to track the website performance and visitor demographics through which you get to know your business’s target areas of focus. An expert digital marketing agency can help you identify the key points of your users’ interaction with your website data.

Web Analytics For Your Business

In the present age, when businesses promote their products and services through marketing platforms, we have very effective web analytics, popular among which are Google analytics, Adobe Analytics, and IBM Coremetrics, now called IBM Digital Analytics. Let us draw a detailed comparison among these data analytics and list the key differences.

Attribution model and conversion count:

• It is important to track the customer behavior in the conversion path from the initial click to the final purchase to know which path best works to bring conversions for your business. It is called the attribution model. Google Analytics has good multi-channel funnels, as it provides business users about the origin of the online traffic, what visitors search for, and the duration of their stay on the website. It reports frequent events like page views, recurring orders, and more. IBM Coremetrics provides similar information, while Adobe Analytics cannot trace the entire conversion path.
• The reporting tools of Google Analytics trace only the conversions in which users land on the website from Google ads and complete the required action. IBM Coremetrics, on the other hand, counts a conversion whenever a user clicks an ad, irrespective of further steps. Adobe Analytics has several custom attribution models which can be used as required. For instance, you can use the last touch model for conversions with a short cycle, as it gives full credit to the most recent touchpoint occurring before a conversion. The teams which analyze keywords use the last-touch model. The first touch attribution model is useful in social media marketing campaigns to assess onsite product recommendation effectiveness.

  A professional digital marketing agency can help you choose the best web analytics.

Support for real-time business decisions:

• Did you know? Google dominated the web analytics industry in 2021, with a total market share of more than 70%, as per statista.com.
• Google Analytics and IBM Coremetrics support business owners in making real-time business decisions, whereas Adobe Analytics does not. It is because Google Analytics 4, the improvised version of Google Universal Analytics, is enriched with event-based tracking.

User-friendliness:

• Google Analytics has a more user-friendly user interface than Adobe analytics. It is easy to install and works with a small Javascript snippet on your website, while Adobe analytics work with a programming command with custom variables. Both the user interfaces are suitable for mobile devices, while that of IBM Coremetrics is not suitable.

Customer Support:

• Adobe Analytics and IBM Coremetrics each have a customer support team, whereas the free Google Analytics service does not have one. Google Analytics 360, a paid service, is a feature-rich product that provides round-the-clock customer support.

Cost:

• Google Analytics is a free analytics tool, while Adobe Analytics and IBM Coremetrics charge a monthly fee.

E-Commerce tracking features:

• Adobe Analytics provides advanced e-commerce tracking that helps users break down the tracking to each metric they want, like product-scoped metrics, including the discount obtained per product or the number of orders on hit and sub-hit products. You can also view the count of the total number of visits and revenue generated per product. Similar tracking is impossible on the Google Analytics platform. Tracking basic e-commerce metrics, however, is easier in Google analytics than in Adobe Analytics.
• Adding IBM Coremetrics to the comparison, we find that it has the advantage of providing e-commerce clients with in-built metrics like product views and added products. Still, ad-hoc report generation is a difficult task. IBM Watson Studio is a good predictive analytics tool.

Report builder:

• Google Analytics works with Google Data Studio and other tools for building custom reports. But it does not allow users to share reports using drag-and-drop options, so if a business wants someone to view the reports, they need to provide the person with back-end access. On the contrary, with Supermetrics data connectors that connect with various data sources, Adobe Analytics allows you to pull the report to a data warehouse, a BI tool, or an MS Excel data spreadsheet, making it very convenient to share. IBM Coremetrics is a very scalable analytics tool with marketing attribution reports in IBM Coremetrics as one of its beneficial features. It also allows the sharing of reports.

Data storage:

• One of the key differences among the different web analytics tools is their data storage time limit. Adobe Analytics is more reliable than Google Analytics for long-term functioning because it offers data storage for a lifetime, while the latter offers only two years. The cookie storage period is also way higher in Adobe Analytics than in Google Analytics. IBM Digital Analytics has a storage period of 25 months for transactional data and 90 days for page sequence data.

Information tracking:

• Adobe Analytics tracks the potential customers’ email addresses which you can use for email marketing, while Google Analytics does not.

The Best Web Analytics Tools To Pick For Your Business

The Best Digital Marketing Agency To Meet Your Business Goals

What We Cover In This Blog?

• Fundamental Ethics Of Social Media Marketing
• Different Opinions On The Marketing Ethics
• The Best Ethical Marketing Agency

Social media platforms have revolutionized how companies and organizations market themselves and their products, offering a vast and rapidly growing audience of potential customers. However, with this opportunity comes a responsibility to adhere to ethical marketing standards to protect consumers and maintain trust in the industry. This concept is known as “Ethical Social Media Marketing.”

This article will explore the key ethical practices companies and organizations should consider when engaging in a code of conduct on social media marketing. From transparency and privacy to authenticity and respect, KloudPortal delves into how companies can ensure that their social media marketing efforts are ethical, honest, and respectful of their target audience.

Fundamental Ethics Of Social Media Marketing

Transparency

Marketers must be transparent about their identity and the nature of their relationship with the brands or products they are promoting. It aids in establishing credibility and trust with customers. For example, If you, as a marketing company, are asked to write a review, make sure it’s honest and abides by moral principles. Reviews or endorsements that you receive compensation for, even if it only comes in in-kind payment, should always be completely transparent about their motivations.

Make sure that everyone involved in the media marketing or using social media on behalf of the business (or even posting comments as a member of the public) is aware of the rules.

Privacy

Ethical considerations in social media marketing often involve collecting and using personal data, which raises privacy concerns. It is important for digital marketers to be transparent about their data collection and use practices and to ensure that they comply with relevant privacy laws and regulations. Most social media platforms, particularly Facebook, have undergone introspection at some point regarding their privacy practices. Google has also faced criticism for how it handles personal data from some nations.

When used properly and responsibly, this data benefits consumers. It implies that advertisers can more effectively tailor their messaging to the needs of specific target audiences and that consumers can access more relevant and important advertising, such as special offers.

Again, transparency is essential, as a strong and ethical social media marketing strategy outlines what followers can expect if they give you their data.

Disclosures

When promoting products or services on social media, marketers need to disclose any material connections they may have with the brands or products they are promoting. It helps to prevent consumers from being misled or deceived.

Strong marketing ethics is to include a brief disclosure sentence on each post and a more thorough disclosure on a different web page if your blog contains paid reviews or if you receive free products. On the other hand, if you only occasionally engage in paid endorsements, it might be sufficient to briefly disclose the relevant post. For instance, the hashtags #ad and #sponsored on Instagram signify that a user has received payment to post.

Authenticity

The ethical guidelines for social media marketing should be authentic and genuine. It means avoiding tactics such as artificially inflating follower counts or using fake reviews or testimonials. Marketers should provide accurate information without making false claims when promoting new products. Including a warning when a product is harmful to children is preferable. Customers might also favor companies that launch products free of animal testing or treat employees fairly. Supporting companies that use fair trade methods empowers their workers and their communities.

The best marketing ethics include that paid advertising promotes new products to consumers and increases brand sales. False advertising, however, has the potential to affect both parties adversely. If you truly want to stand out, meet your industry’s product certification standards. Before releasing your products, test them and suggest subtle ways to emphasize your best attributes.

Respect

Marketing ethics involves being respectful of consumers and their time. It means avoiding spamming or bombarding them with excessive or irrelevant marketing messages.

An unwanted email with dubious offers overflows our inboxes. And we have all got that friend who neglects the social aspect of their online presence in favor of selling something. Usually, people stop following these businesses and friends. You should therefore review your procedures. On social media, do you only promote yourself as a brand? That is not a dialogue. Do your emails receive little attention and receive too few clicks? That is a sign that you are a bother and not a partner.

When someone signs up for email on your website, the ethical approach is to be clear about how frequently you will send it. Keep the conversation on social media focused on your audience, with only occasional self-promotion. Choose a marketing strategy that appeals to your audience if you concentrate solely on your brand and products.

Different Opinions On The Marketing Ethics

• Some experts argue that ethics in digital marketing is crucial for building trust and credibility with consumers. For example, a survey by BrightLocal found that 88% of consumers trust online reviews as much as personal recommendations and that fake reviews can significantly impact a company’s reputation.
• Other experts argue that ethical social media marketing is necessary to avoid legal consequences and maintain a positive reputation. The Federal Trade Commission (FTC) in the United States has brought enforcement actions against companies for deceptive social media marketing practices, including failing to disclose material connections and using fake reviews.
• While ethical social media marketing is crucial, it is also equally important for companies to be able to use social media to effectively promote their products and services. Some argue that strict adherence to ethical principles can hamper companies’ ability to engage with and influence consumers.

The Best Ethical Marketing Agency