July Industry Digest

Every month, we round up some of the most relevant pieces of industry news, as well as our own company highlights, in a single, convenient place. IgnitionOne knows that the digital space moves at a rapid pace, so we aim to provide a selection of news that touches on all of the most important topics to help you fuel your digital marketing decisions.

Company Highlights

Retailers: Leverage All Your Data for Successful Search Campaigns
MediaPost
June 1, 2012

Roger Barnette provides an explanation of how retailers can leverage data to optimize paid search media.

Meeting the Efficiency Curve
Digital Marketing Suite
June 4, 2012

IgnitionOne’s Joseph Akyuz discusses the benefits of efficiency curves in gauging the overall performance of paid search accounts.

How Google Could Become the Oracle of Online Advertising
MediaPost
June 6, 2012

Will Margiloff responds to the introduction of Google’s DoubleClick Digital Marketing.

Taking the Guesswork out of When to Join the Conversation
Social Media Influence
June 7, 2012

IgnitionOne offers a new social analytics solution with partner, Expion, which feeds continuous social analytics into the IgnitionOne DMS to trigger instant ad creation for Facebook’s Sponsored Stories.

Don’t Neglect Landing Page Analysis
Search Engine Watch
June 7, 2012

Of the three gears used toward effective search marketing (keywords, creative and landing pages), landing pages tend to be neglected by marketers. Dave Ragals discusses how to optimize landing pages to better benefit your business.

What Google Phrase and Exact Match Close Variants Means for Marketers
DigitalMarketingSuite
June 7, 2012

Cassandra Murray and Leslie Poole of IgnitionOne discuss changes to Google paid search that allows the option to run phrase or exact keywords on closely related terms.

For a Dynamic Campaign, Deploy Dynamic Titles
DigitalMarketingSuite
June 12, 2012

IgnitionOne’s Lee Elliot provides some helpful hints from for employing Dynamic Keyword Insertion.

IgnitionOne Wins Silver in Online Marketing Campaign of the Year
DigitalMarketingSuite
June 19, 2012

IgnitionOne was recognized by the American Business Awards as a silver prize winner for the Online Marketing Campaign of the Year for its work with Digital Marketing Works and Extended Stay Hotels in search and display media optimization solutions.

14 Things You Didn’t Know About Mobile
DigitalMarketingSuite
June 21, 2012

Rachel Young, EU Marketing Coordinator, collected some very interesting facts and figures related to mobile.

Five Things You Should Know about RTB
DigitalMarketingSuite
June 26, 2012

Ollie Bath, Head of Client Solutions in the UK, answers five common RTB questions.

Free Google Product Listing: RIP, We Hardly Knew Ye
MediaPost
June 26, 2012

Roger Barnette discusses what will replace free listings on Google Product Search, and highlights some of the benefits that retailers will experience with the change.

IgnitionOne: Growth Slows for Paid-Search Spend
MediaPost
June 27, 2012

MediaPost fuels an article on the slowing growth paid search spend in Q2 with IgnitionOne’s quarter-end results.

Q2 2012 Online Advertising Report
DigitalMarketingSuite
June 28, 2012

IgnitionOne reports slow growth in US search, Yahoo!/Bing continues to outpace Google spend growth in US, US travel vertical breaks from pack and has strong growth and a continued increase in mobile search advertising.

Mobile Search Spend Increases 333% Year-over-Year
Econsultancy
June 28, 2012

Econsultancy uses IgnitionOne Q2 data to report on mobile and paid search.

Video: The Power of Social Advertising – When Earned and Paid Media Meet
DigitalMarketingSuite
June 29, 2012

IgnitionOne, Facebook and Expion host a webinar that covers how to best take advantage of Facebook advertising, which tools are available to automate and leverage popular and positive posts, and best practices for timing and optimizing Sponsored Stories.

Industry Insights

10 Commandments of Digital Analytics
Search Engine Watch
May 30, 2012

Ten industry commandments, consisting of measurement, setting business goals, misusing personal information, maintaining clear and concise metrics and KPIs, treating online and offline data equally, using meaningless data, stealing or falsifying data, etc.

The Eleven Letter Word that Continues to Elude All CMOs and Marketers
Business 2 Community
June 1, 2012

Spoiler: the eleven letter word is Integration. This article highlights the many times the author has promoted integration, as well as a Forrester survey that indicates 92% of CMOs and marketing VPs who were questioned agreed that while social media has “fundamentally changed how consumers engage with brands” only 49% of them said they integrated social media into their overall marketing strategy. Why do marketers acknowledge the need for integration but very few put it into practice?

New Media Channels and Data Raise Agency Profits
DM News
June 1, 2012

According to chief executives at direct and digital agencies interviewed by DM News, growth is on the radar. Marketers are asking agencies to create marketing platforms that address strategic goals, rather than simply designing campaigns. From CRM, e-commerce and database management to mobile and social media platforms, RFPs now require that agencies build out platforms that take a long-term approach.

Insights into the Modern CMO
Marketing Pilgrim
June 4, 2012

Today’s CMO is faced with more marketing and communications options than ever before as well as greater responsibility to justify the activities of marketing initiatives with proven ROI measurements. Marketing Pilgrim interviews Christine Moorman of Duke’s Fuqua Business School about the changes in the role of CMO, what CMOs should be doing to get ahead of the curve, what the most frequently relied on tools are to measure marketing effectiveness, and more.

3 Ways to Maximize Conversions from Display Advertising
ClickZ
June 5, 2012

Tips to help drive conversion through effective display advertising and sound website optimization strategies are being consistent, using context to deliver on-site relevance and knowing where your visitors are coming from.

IAB Launches Hub for Mobilizing Web Sites
MediaPost
June 7, 2012

The IAB is providing tools for publishers to improve their mobile presence, ultimately aiming to boost mobile advertising and m-commerce by expanding the number of sites designed specifically for mobile devices.

Tablet Usage Explodes, Changes Digital Habits
MediaPost
June 8, 2012

One in every four smartphone owners reported using tablets, a 13.9% increase in the past year. Tablet users were nearly three times more likely to watch video on their devices compared to smartphone users, with one in every 10 tablet users viewing video content almost daily on their device. The heaviest audience concentration is between 25 and 44 years of age and is skewed toward upper-income households.

Search and Social: How the Two Will Soon Become One
TechCrunch
June 17, 2012

Ben Elowitz discusses how Google and Bing have both released new search interfaces designed to better intuit intent and aid in getting to the one best answer more efficiently. He notes that this is the “biggest step forward we’ve seen since search results started looking 12 years ago the way they still do today.”

Study: Facebook Mobile Ads Have Higher Click-Through Rates than Those on PCs
AdAge
June 19, 2012

Research that examined more than 7 million Facebook impressions served between June 8 and June 18 for 12 companies who were running fan-acquisition campaigns, including about 242,000 mobile news-feed impressions that generated 1,911 clicks, revealed stronger CTR for mobile ads compared to desktop only (comprised mainly of right-rail ads), news-feed only (desktop and mobile) and the “control” group (uniform bids made across placements).

What Happened to Search?
MediaPost
June 20, 2012

It seems that search is an afterthought in light of social, video and mobile. However, search still has the ability to emerge as an innovation, as is the case with Siri.

Heavy Tablet Users Respond More Positively to Ads
ADWEEK
June 18, 2012

The Online Publishers Association collected data from 2,540 U.S. Internet users between the ages of 8 and 64. Its resulting study found that 31% of that population owns or regularly uses a tablet, up from 12% in 2011. By next year, the OPA estimates that that portion will have risen 47%. 74% said they use a tablet at least once a day, and tablet users average nearly 14 hours a week on their device.

The Golden Age of Advertising Technology
AdExchanger
June 20, 2012

Terence Kawaja discusses trends that bode well for the ad tech sector, including big data science, perfecting the down funnel, social CRM, mobile, digital video and cross-channel optimization.

Time to Marry the CMO and CIO
DIGIDAY
June 21, 2012

Marketing and technology are more entwined than ever before. According to a new survey of marketers, the formula for success is a closer partnership between the CMO and CIO departments. The survey found that 60 percent of marketers point to their lack of alignment with the company’s IT department as the biggest obstacle to reaching today’s consumers.

Microsoft AdCenter Rollout Comes to Three More European Countries
Search Engine Land
June 27, 2012

Both Bing- and Yahoo-owned and operated properties, as well as publisher networks, in Germany, Austria and Switzerland are powered by Microsoft Advertising’s adCenter as of end of June. The remaining European countries — Denmark, Finland, Italy, Netherlands, Norway, Spain and Sweden — are expected to be transitioned later this year.

Less than Half of Companies Integrate Mobile into Marketing Campaigns: Stats
Econsultancy
June 29, 2012

Econsultancy’s Cross-Channel Marketing Report found that 49% of companies have a strategy for integrating mobile into broader marketing activity, including 35% who say integration is very basic. 51% of company respondents are not integrating mobile into marketing campaigns at all. Only 29% have a mobile commerce site and just 29% are optimizing emails for mobile.

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