For all those who wish to enter the Digital Marketing industry in India, these are truly fascinating time. Google has just launched their much popular and award winning online learning platform “Squared” in India as well. Squared programme has been crowdsourced by leading employers to meet the need for high calibre digital talent and leadership.
I seriously wish if something like this existed when I started working 10 years ago in the Digital Advertising space. There was a huge vacuum for freshers like me. Most of that learning happened on the job itself. There were very limited trusted resources to know more about digital marketing as a science.
A clinically crafted course by Industry experts, squared is an ideal for Marketing managers, advertising leaders, Digital Talent Hunters ( I think they badly need this one as they have limited clue about the profile of candidates they are looking for). One of the most critical features of the course would be collaboration, which, to me is the best form of learning in today’s times.
Squared was first piloted in Britain, where more than 300 employees from 60 agencies and advertisers participated over a period of time.
“Digital is an integral part of any successful brand strategy today, yet finding people with the right skills on digital is a constant challenge. Squared focuses on addressing this need,” said Punitha Arumugam, head of agency business (India and SEA) at Google.
Google will kick off the Squared programme on June 22 in India.
The Interactive Advertising Bureau’s (IAB) recently released “Marketer Perceptions of Mobile Advertising” report, which surveyed more than 200 marketers, found that more than three-quarters of marketers believe that programmatic mobile is important, or at least somewhat important.
Surprisingly, only 27 percent of the marketers surveyed had actually purchased mobile ads programmatically.
The good news for the programmatic industry, and for marketers as a whole, is that the technical hurdles that once prevented programmatic targeting on mobile are now largely a thing of the past.
A variety of solutions have emerged to solve mobile’s cookie problem: client log-in, app SDKs (Software Development Kits), and mobile Web behavioural data to name a few. Tie a shiny bow around all of that with geo-location, and we’ve begun to master mobile.
Here are some of the key digital trends from the report:
Marketers expect that their spending on mobile advertising will increase over the next two years: 14% anticipate it will rise by more than 50% while 57% expect it to rise by less than 50%.
About one-third of mobile advertising spend is substitution from other channels, with print media hit hardest (58%), followed by PC digital and TV.
Marketers in our 2014 survey show a high level of satisfaction with the results of their mobile marketing activities. The majority is either satisfied (50%) or fairly satisfied (37%) while a further 8% completely satisfied.
Marketers show a strong interest in mobile programmatic, as 41% agree that it will help them reach target audiences. However, relatively few are actually buying mobile inventory programmatically today: 18% via private exchanges and 17% via open exchanges.
Marketer uneasiness over potential data privacy issues is pronounced. 37% of respondents in 2014 cited privacy as a very important issue compared to 22% in 2013.
Ranking for Mobile Advertising Inventory
Mobile websites continue to take a central role in mobile advertising, with 22% of respondents ranking these as the most important type of inventory for their mobile campaigns.
Sixteen percent of respondents prioritised mobile search as most important for their mobile campaigns.
Mobile optimised social media campaign is gaining its popularity slowly and steadily, with 14% audience placed their bets on it.
Mobile rich media is losing its popularity due to diversity in type and size of devices in the market.
Here is a short summary presentation of the 2015 IAB Mobile Advertising Report: