The year has started and all marketing heads will be allocating the budget for the year. Digital Marketing is definitely one of the key channels for the Brands and the Companies. Before putting your budget blindly into channels, lets see what will be the good approach to allocate your budget in Digital in 2016.

There are a lot of articles on this topic on internet and I am not the new one who is talking about it. But definitely there is a commonality based on the insights published through various resources that where is 2016 heading to.

Lets See the various areas in digital where we should focus in 2016

People Based Marketing –

In simple words “I want to show my product to a person who will be willing to buy it or will consider buying”. Today we do not want heavy traffic to come on website rather we want the right traffic . We want to show our products to people and not machines, cookies and gadgets. As the average number of devices per person are exploding , we have to start measuring data based on “person” basis.

One of the step taken by facebook was to tie up with Atlas.

As cited in an article  –

 Facebook Atlas demonstrates that there is a simpler way to enable marketers to reach people that does not involve using pixels. Atlas represents the two foundations of people-based marketing: allowing consumers to establish their identity through opt-in/log-in and accounting for consumer cross-device and cross-channel activity. Brands and agencies, with Atlas, can measure ad campaigns across screens and solve the cookie issue, targeting real people across mobile and the Web. Atlas uses Facebook’s ID (rather than a cookie) to follow a user’s journey from mobile to desktop and back.

Read full article here –

Similarly Programmatic platform Rocket Fuel has also announced a new default for its software, what it calls “people-based marketing.”

Read full article here

The staggering growth of personal gadgets have created multiple profiles of the same person in the online sphere. It is time to combine the disparate profiles into one single profile and start measuring.

Gather first party data


Collect as much data possible from your consumer to make your own data. Its evident that facebook advertising is becoming more convincing to the marketers based on their ability to provide first party data in advertising. Start collecting your own data as well based on consumer interactions to your brand. There are several tools which can help you in collecting first party data. You can check tools with Hootsuite for sure. The more customized and personlized message you can give to your audience , the more it creates a difference to your campaigns.


Instagram 15 sec videos, Animated GIFs, Branded Video Content, Live Stream, Customer Testimonials, Tutorial/Demonstration Videos are among the most hyped video content  on social media and web. Videos have become an integral part of Digital Marketing. There should be a separate budget and video strategy for the brands.

The other question which comes into picture is short vs long videos. Short videos definitely lead over the long videos. Definitely the consumer does not watch big videos because they are in a hurry to see more things in less time. So keep the videos shorter, engaging and have viral content (which will be covered in coming blogs).

Below are few steps to implement video strategy

  • Create a video calendar for the 6 months
  • Figure out what stories you want to tell with a concept for every month
  • Make high quality videos and compatible in various social media platforms
  • Dedicate creative and analytics people in team to video concept creation
  • Measure and Analyze the videos

Ad Blocking

ad block

Ad blocking is the new normal. Consumers want to see real thing and they block what they feel is not relevant or blocks their view.  Native Ads are important set of ads which so far has proven efficient ads and prevents to an extend ad blocking by users. Though they are considered as expensive ads. For a brand to run a native ad campaign on a site like CNN or The Atlantic, it costs as much as $40 for every thousand views. Source .

As these ads are more natural ads coming in-feed , they have more visibility than standard banner ads. Examples can be seen as Facebook News Feed Ads, Instagram Ads etc. Hence the ads get more attention(in terms on purchase intent or visit to a page) and have less probability to be blocked by people.

Ad blocking is one big issue which has been and will be be seen in 2016 for all publishers and marketers. So we have to smarter in assigning budget and targeting ads.


One of the highly predicted strategy for 2015 (worked well also) will continue to be in 2016 also. Today smartphones are most talked (literally) medium for people. Being always connected online users spend a good amount of time on this medium. Even all the websites get more than 60% to 70% percent traffic from mobile.

You should marry all your strategies either SEO,SEM,SMM keeping mobiles in mind . You cannot afford to succeed in online mediums if you do not think MOBILE FIRST.

Have a look into your 2016 strategies and let me know which of the above strategies have started working well for you.




The Right Message


The ability to deliver right message to the right audience at the right time is the key for online ads. The advertisers, agencies, clients and consultants in the online domain are always in a rush to scale the ads using all sort of advertising online.

We are more concerned to see the metrics on the ads, traffic on website, CTRs , impressions and (thanks to programmatic) to an extent audience profile. In all these metrics we forget to determine the success of the ad based on the message.

Have we ever came across situations where the ads which were appealing, targeted to the right audience, had good CTRs but were still not able to give us enough sales or conversions?

We usually hover around the below answers:

  • May be the sites targeted are not visited by our target audience
  • May be our website has issues in directing conversions
  • May be visitors could not find what they are looking for on our website

But the BIG QUESTION is – Were my ads delivering the RIGHT MESSAGE to such a highly paid right audience?

Before answering the question first let’s figure out – What should come first – ad content or the right target audience?

It is important before you start an ad that you know the right content to come on the ad and what is your intent with the ad. Once you know the ad, you can precisely chose the right audience for that. (In some cases it works vice versa but still former is preferred over latter)

The new era of programmatic buying helps you delve into audience metrics in great details(Thanks to it) but are you seeing the right results.

As profoundly said by William Gibson “I feel about programmatic: The future is already here — it’s just not very evenly distributed.”

Lets talk a bit about programmatic advertising –

  • Buy ad inventory and sell using digital interfaces
  • Audience Targeting
  • You don’t worry. Machines are working for you

So your advertising messages get to the right person, at the right time and perhaps for the right price.

But we are missing on one important note – Right Message.

What do we mean by right message?

Suppose you are a fashion company in Dubai who sells clothes to cater different audience profiles. To start there are 3 profiles below:

  • Strictly Teens
  • Mothers
  • Party Goers

Now what should be your strategy? Should you target all of them with same ads or make 3 sets of ads and test them. 3 set of ads definitely have different message. And that is the key.


And once you know the message and want to get more deep into it, make 2 variation(A/B test) and see which variation is giving you more results.

ad 2

Try this for your next campaign and let me know your feedback in below comments.