In case, you are a self-assured American business person, here’s an example of how the world is flipping.  The following is an excerpt that provides advice and counsel to the US (and world’s) businesses on the five, company-building things that need to be done for success in the modern world from the Chinese point of view.

Focus on Word-of-Mouth Advocacy  – In a social media environment, incorporating the power of influencers to stoke word-of-mouth is a required plank of a marketing plan

Capitalize on Mobile Videos – Parallel to the social media trend is the mobile video trend.  Long form video with informative content adds dimension to a brand beyond the 30-second ad.  It too needs to be central to a modern marketing strategy.

Live Stream – Maybe the most personal of all digital marketing strategies, live streaming, puts the immediacy of a current event in a customer’s hand.  The obvious is an athlete live streaming during a game, but even a company can ask its socially conscious people at a trade show to live stream the event for customers who are not there.

Become Green and Eco-Friendly – Another undeniable trend is the consumer demand for more healthy food and environmental sustainability.  Aliening those interests in your product and its marketing is a positive.

Stay Flexible – All good marketing requires flexibility, but digital marketing and the trend elements mentioned here, demand flexibility.  The same goes for the product side of business management.

Source: Pan Daily

A total 65% of the programmatic buyers will do so from either a total or partial in-house agency in 2019, according to research by IAB.   That translates to $55 billion of the $84 billion in expected digital ad spend for the year.

Zenith Research’s Benoit Cacheux, global head of digital and innovation, notes that “Advertisers are spending more carefully while they invest in infrastructure.”  Clearly, moving programmatic buying in-house is the main way that’s being done.  Our view is that the best approach is a combination of in-house and outside agency that gets the best of both worlds – company control with a third-party view of the world.  Source: CMO.com

In case, you’re a self-assured American business person, here’s an example of how the world is flipping.  The following is an excerpt that provides advice and counsel to the US (and world’s) businesses on the five, company-building things that need to be done for success in the modern world from the Chinese point of view.

Be Globally Available  – Jack Ma travelled the world talking to governments and conferences to build Alibaba’s world presence.

Value Customer Suggestions – Xiaomi (the online phone giant) executives spend significant amounts of their time reviewing customer comments and some have influenced redesigns.

Personalize with Geo Targeting – The combination of broad brand strategies with hyper-local targeting

Make Information Partnerships – Companies should establish formal partnerships with other companies on a data level – best for parallel, but not competitive companies.

Stay Brave and Bold – The fastest way to lose in business is to stop innovating, to stop re-inventing your business from products to production to distribution and marketing.

Source: Pan Daily

China ’s mobile video ad market is booming because of the penetration of smartphones in the market that goes back to the lack of internet infrastructure 10 or 15 years ago.  When China decided to re-enter the wider world it was easier to put up cell towers than string wire. Result: the balance of desktop and mobile is different there than in the West.  That history is the predicate for the current boom.  Chinese folks live on their phones and advertisers have to reach them where they are.  And it turns out that video is a compelling message delivery system.

There are two ways to go with video; pre-roll or in-app.  Pre-roll forces the viewing and has the benefits of reaching more people while in-app requires the user to opt-in, which means fewer viewers, but since they have chosen to view, more return on investment.  Pick your poison.   Source: MarTech

Mike Chowla, Director of Product Management at PubMatic understates the case when he says, “In-app header bidding technology development is poised to continue into and throughout 2019, incorporating the benefits of server-to-server functionality to minimize the current SDK drawbacks.”  The data showing the disparity in recent growth between mobile and desktop header bidding suggests that there is a clear strategy emerging among marketers.  The recognition of mobile and in-app advertising in particular, suggests that it is the palce to be as we move into the next year.  App Developer Magazine