Register Now for the IgnitionOne October Quick Wins Webinar – Score to Win: Achieving Insight-Driven Relevance Across the Buyer Journey

Are you connecting with your customers as effectively as possible at every point in their journey? As marketers, we strive to be all thing to all customers. But without the right data about our audiences, even the best efforts can fall short of an impact.  So how do you know if you’re hitting the mark? That’s where one little number can make all the difference. That number is a consumer’s engagement score.

Join IgnitionOne SVP of Strategic Services Katrina Conn on Wednesday, October 28th for the October Quick Wins webinar Score to Win: Achieving Insight-Driven Relevance Across the Buyer Journey, which will offer  an in-depth look at how engagement scoring works and how it can be used to achieve greater relevance throughout the buyer’s journey.

Every customer has their own engagement score based on the level and frequency of activity they have with your products and services. From mentions on Facebook to time spent on your website to products purchased (or almost purchased), an engagement score allows you to better understand your audience on an individual level. And that leads to more effective marketing tactics.

This exclusive Quick Wins webinar will deliver further insights on:

  • The use of engagement scoring to inform content and context management
  • The role of engagement scoring in both varied and linear consumer journeys
  • Examples of real world case studies and results
  • Working predictively versus responsively

And more!

Register today for this free webinar.

 

Ditch the Raincoat and Tent! Join IgnitionOne in the UK for a Festival with a Twist …

I’ve been to a festival or two in my time and each of them had their own unique twist, whether it’s the music, the crowd, the venue or the atmosphere. Next month the IgnitionOne team will be set to take centre stage at a very unique type of festival, one which is equally mind blowing and a lot less muddy than Glastonbury!

For two days in the Tobacco Dock, East London, the Festival of Marketing will dazzle thousands of marketing moguls with fresh ideas, disruptive new thinking plus smarter ways for them to connect with their brand fans and groupies.

Festival of Marketing is a joint project between the marketing minds behind Econsultancy and Marketing Week. They certainly have pulled out all the stops to give attendees an action packed few days out of the office. Where else would you find CMOs from leading brands, Lord Alan Sugar, Monica Lewinsky, Astronaut Chris Hadfield and the IgnitionOne UK team all under one roof?

Connect with IgnitionOne at the Festival of Marketing:

VISIT US
Visit the team at our booth at North Bandstand 31

HEAR FROM US
Hear Dominic Gramatte, UK Business Director, talk about simplifying personalisation

WIN WITH US
Enter our competition to win an Apple Watch or a pair of Beats by Dre, simply visit our stand to for a chance to win some shiny new tech

GET DISCOUNT FROM US
Not got a ticket yet? Fear not; get 50% off your ticket by entering ‘IgnitionOne’ when buying your Festival of Marketing pass

Want to find out more about IgnitionOne? Book a meeting with the team, simply email info@ignitionone.com or get live updates from the Festival by following @IgnitionOne on Twitter.

IgnitionOne’s Q3 2015 Report: Facebook Clobbers Google in Display Growth, Yahoo Gemini Brings Big Changes

IgnitionOne’s latest report for Q3 2015 reveals trends in digital advertising metrics, marking the fourth straight quarter of growth in paid search spend in the U.S. Facebook, meanwhile, continues to outpace Google in display growth.

Key findings in the report include:

  • Search spend growth continues – U.S. paid search spend grew 12% YoY in Q3, with click-through rate (CTR) and cost-per-click (CPC) increases pointing to more expensive but efficient ads. Sophistication in mobile advertising may be a driving factor in the spend increase.
  • Mobile search sees slower growth – Shifts in user behavior from tablets/desktop to mobile phones continued to lead to an increase in mobile search spend of 56% YoY. Tablets, similar to desktops, were relatively flat. This is due to the similar ways they’re now managed by users, as well as increased sophistication and interest in mobile traffic. This resulted in 64% of mobile spend share devoted to phones and 36% share going to tablets.
  • Yahoo Gemini brings change – The addition to the marketplace of Yahoo Gemini gives Yahoo the ability sell its own Mobile and Native ads into its own search results while giving it more control. This has implications to the data tracked in this report and tactics for marketers as it increases fragmentation and bifurcation in the market.
  • Facebook outpaces Google as ad costs rise – Facebook continues to grow in spend, up 40% while Google display spend dropped 19%. The cost of Facebook ads also continued to climb, with eCPMs up 33% compared to last year.
  • Programmatic display indicates shift to remarketing – When looking at display tactics in Q3, we see a slight shift toward remarketing ads (targeting ads to users who have visited a site before) when compared to last quarter, coming in at 53% of spend. This is a brief stabilization and a 50:50 mix of remarketing versus prospecting (look-a-like, contextual, custom targeting and reach).

This is the longest continuously running quarterly report on digital marketing trends and is the latest in a series from IgnitionOne, reviewing trends across the online advertising landscape.

Download the full report

IgnitionOne Nominated for Best Technology

We are thrilled to announce that IgnitionOne’s Digital Marketing Suite has been shortlisted in the UK IPA Media Owner Awards for Best Technology.

This award in particular recognises the most innovative and effective new or significant development of online technology from media owners.

 Launched in April 2011, the IPA online Media Owner Awards (MOA) are designed to showcase best practice in levels of service that online media owners provide to agencies and brands, with the aim of raising digital standards.

Stay tuned to our social media accounts on November 17th for a glimpse of the UK team in their party wear.  Fingers crossed we’ll have some silverware to take home too!

How to Be a Marketing Rock Star During Annual Strategy Planning

As summer fades away and pumpkin spice lattes roll into town, one thing is certain – it’s time to begin your annual marketing strategy sessions for the coming year. In the most basic context, strategy is defining what your company wants to achieve and developing a plan to watch it come to fruition.

Anytime I set out to achieve a goal I schedule time to reflect and meditate on it. I need space to clear my mind and visualize the big picture behind the goal. The same is true when it comes to strategy planning. There are many benefits to having a solid strategy in order, but I advise taking a chunk of time to reflect before even jotting anything down on paper.

Effective planning ensures team alignment. The objectives are clear, which allows for everyone to prioritize their workload. This allows for the best use of resources across your team, particularly the time your employees are spending on projects. Once your team is focused on what matters the most, your company will see the results they desire.

As you plan your marketing strategy for the coming year, here are some tips to help you succeed:

  • Determine your top three marketing goals: As a company, you should know your top three goals. This can be part of your mission statement or culture, as well as financial expectations for the year. If these are not established, work with upper management to determine them. Once they are established, every single event, advertisement, social media post, press release, sponsorship, piece of content or any other marketing materials should ladder back up to one of these goals. If anything comes across your desk that does not align with one of these goals – pitch it. Stick to the plan as to not waste your time, budget or resources.
  • Review ROI from all previous activities: Now, just because something may align with one of your three goals, does not mean you have to proceed with it. Take a look at everything your company has done in the past. Are you able to show return on investment? If not, how can that change? ROI comes in many forms and I know firsthand that it is not always the easiest item to track. If you are just going for brand awareness versus leads, it is not always as quantifiable as you’d like. However, it would be easy to determine your ROI from a trade show by quickly seeing how much it cost and how many deals were signed and attributed from that show. Use this data to determine if it is worth the investment next year.
  • Establish your budget: Budgets are a reality. You have a limited pool of money to use that must accomplish a lot of goals. Take the time to block off a meeting and understand where your money will go and how to plan for unexpected needs throughout the year (include line items for this). It is not uncommon that trade shows, events and sponsorships arise throughout the year that I would not be able to send my sales team to attend had I not planned for these unexpected items. Also, understand where your costs will be split with other departments in your budget. For example, website costs might come from marketing, IT, sales and eCommerce departments.

It’s tedious to jump into planning mode, but it is worth it. Having everyone on your team aligned and ready to go as 2016 approaches is well worth the investment it takes to get there.

New Independent Research Shows Marketers Fall Short in Solving the Cross-Channel Puzzle

IgnitionOne recently commissioned a new study released today by Forrester Consulting entitled “Orchestrating The Cross-Channel Experience: How Changes To Data And Measurement Foster Cross-Channel Success”. The study details the current state of marketing data and channel integration among marketers across the US, UK, France and Germany.

“From our experience working with marketers in all types of industries, we have learned the importance that cross-channel initiatives and data collection plays in maximizing the customer experience as well as the effectiveness of each marketing interaction,” said Will Margiloff, CEO of IgnitionOne. “Forrester’s research confirms this, also providing a roadmap for marketers to succeed.”

The study uncovers valuable insights from over 190 online surveys and six in-depth interviews with cross-channel B2C marketers. Insights include:

  • Only 27% of marketers have unified their measurement capabilities to understand the holistic experience across channels and devices
  • The majority of firms operate remain channel-driven and siloed – 67% of firms report that employees do not understand how their tasks tie into larger cross-channel goals
  • Less than 30% are using cookies to track customers across touch points

Download the study to learn more.

 

Behaviors That Matter: Personalization Based on Data

The importance of a personalized web experience cannot be overstated. In a world where customers already know their data is being mined, they don’t just expect personalization, they’ll avoid experiences that don’t deliver it to them. In other words, if my social media platform exists, I expect to be served ads that are relevant to me, and I expect websites to know what I want even before I do. After all, all of my information is already out there – isn’t it a brand’s job to use it in a way that benefits me as a customer?

Data is the key to successful web personalization, but oftentimes it isn’t used in the most effective manner. It’s vital to set up the correct set of variables that is most relevant to your brand. This can be done by looking at the traffic and engagement you already have on your website, and working backwards from there.

Ask. What patterns are emerging here? Where am I finding trends?

Look at the most popular pages on your website. Determine where that traffic is coming from, and what those users have in common. Your own first party data is the most valuable insight you have because it’s a direct line to your audience. Their actions and origins give you the recipe you need for success.

Target. Determine your targeting variables.

These should be based on the answers you find to the questions above. Variables could include things like location (are most of your users in a few concentrated areas, or more spread out?), device, customer history, and time spent navigating your website. Pay attention to how users interact with every individual webpage or post related to your brand. Mine your data and discover who is always close to clicking the “purchase” button but never does, who buys frequently, when they visit and whether it’s spurred on by a particular event. For example, a customer who visits your site to make a purchase most often around the 15th or 30th of every month may make purchases relative to pay day.  Variables like these  will help you personalize content and experience for multiple audiences.

Personalize. You know your audiences, so talk to them.

When personalizing the content or ads you serve up to your audience, testing is important. Run multiple ads, try out taglines, test headlines and subject matter in your blog posts and social media. There is no magical “one size fits all” personalization guarantee, but thorough A/B testing can help you find the right fit for your audiences.

IgnitionOne Introduces the Ultimate Digital Marketing Dictionary

It could be argued that the digital marketing industry has about as much jargon as NASA – and even more acronyms. In a world focused entirely on communication, our own communication can be confusing to say the least. That’s why IgnitionOne has created the Ultimate Digital Marketing Dictionary.

Webster’s Dictionary of the English language contains roughly 500,000 words, with new ones added every year to reflect the changing nature of our speech. The same is true – admittedly to a slightly lesser extent – with marketing. Our industry has changed rapidly over the past decade with the rise of digital marketing and mobile-first strategy, as well as the instant communication allowed by social media. The internet has a whopping 3.17 billion users*, and with the digital world comes an entirely new set of terms and acronyms that change almost as often as they appear.

The upshot? Our language is changing fast, and it’s important to stay up to date on what means what. So wheter you’re working to streamline team communications or talking with clients and vendors (or just trying to explain your job to an outsider), the Ultimate Digital Marketing Dictionary has you covered.

Register here for your free copy!

 *Source: statistica.com

Around the Office: It’s Football Season!

Football season is officially underway, and our Akron office got into the spirit of the game today with a tailgate party! Homemade barbeque, dip, desserts and more kept everyone pumped up for the first Cleveland Browns home game this Sunday.

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Go team!