Case Studies: The Secret Weapon

The marketing and sales teams at IgnitionOne sometimes have a challenging task of trying to sum up simply and convincingly why people should invest in our Digital Marketing Suite. We really are the global leaders in digital marketing solutions. But our competitors will probably try and tell you the same thing. Let’s be honest, in an industry where everyone is saying they have the best and latest solution to all of your digital marketing woes, it can all start to sound the same.

Case studies offer a step away from the hyperbole. They provide solid evidence and eliminate guesswork by providing facts through real-life examples and results. If you need more convincing, I have created five key reasons why case studies are your secret weapon:

  1. Narrative. We forget that people love stories. If you want to fully engage with someone, then tell them an interesting and meaningful story with a beginning, middle and end, otherwise known as the challenge, solution and results in the structure of a case study. With this information the reader can put themselves in the shoes of the clients and see how their problems were overcome and goals exceeded.
  2. Facts. The CMO of a company doesn’t want to hear another salesperson tell them they will solve all of their problems by using your amazing new product. The CMO wants less hype and more cold, hard statistics that show how the product you’re pitching helped a brand increase ROI by 30% or generated 7x more leads than the previous model.
  3. Visibility. Case studies get your brand name out there in a positive light: you are behind a success story! That success story is garnering coverage via company fliers, emails, website posts (think of the SEO!), Twitter updates and good old fashioned column inches in various weekly marketing magazines, creating invaluable visibility.
  4. Understanding. The digital space is still relatively new but evolves at a phenomenal pace. This means a lot of strategy can be hard to explain theoretically. Having a working example in the form of a case study puts the strategy into practice, making it much easier for a company to understand how they could use your product to achieve their business goals.
  5. Trust. Put yourself in your potential investor’s shoes. They want to believe that your product will generate great results for them, but need evidence. Past success and results help to generate trust to show that you can deliver what you promise.

While case studies are a great resource, they are not always easy to get, even from the most enthusiastic client. The main obstacle seems to be wariness that commercially sensitive information will be released to the public. To ease these concerns, outline the case study process clearly from the outset, and be transparent by ensuring their approval at the end of each draft. It might also mean using percentages to illustrate growth instead of specific financial figures, Do whatever makes the client feel comfortable, because the payoff is worth the compromise.

The client in a case study is telling you and whoever reads it that they trust you and your product implicitly, demonstrating the payoff of a strategic relationship between a technology provider and company. The more people who know about this, the more success stories you will have, and therein starts the positive and profitable cycle, making the case study your invaluable secret weapon.

Read some of IgnitionOne’s case studies here

 Lucy Cleary is a Marketing Manager, UK at IgnitionOne

Tablets: Disrupting the Way we Consume Media Since 2010

Tablet related statistics and predictions have tremendous implications for marketers, such as “20% of tablet owners claim to have shopped less in brick-and-mortars since purchasing their tablet,” and “tablet makers are on track to sell 110 million units in 2012 alone.” If, as a marketer, you believe that you must reach your audience in the places they populate, consider adding the tablet to your collection of canvases.

How? You ask.

Revamp your search strategy. Tablets are expected to reach 670 million in number by 2017, helping to generate over $12 billion in mobile search advertising spend within the same year.

Users have unique search habits and expect different results when they are on various mobile devices. If I Google “gas” on my smartphone, I’m probably driving on empty, looking for a nearby gas station and am minimally interested in a Wikipedia page, gastrointestinal advice or articles on gas price surges in the results that I might see on my laptop. This mindset must be reflected in an online marketer’s strategy. The same applies for tablets; we need to consider where and when people are using these devices and define our marketing strategy around what the user needs at those points in time.

For example, like most tablet users, I wouldn’t be caught dead without my tablet at the airport. And I travel a lot. Just a few weeks ago, I was at an unfamiliar airport and learned that my flight was delayed by two hours. I wanted to know what kind of options I had for food, so I Googled the airport name. The first thing to come up was a search ad (with promotion) for a restaurant in my terminal. As a proponent of digital marketing, I rewarded the restaurant for its crafty paid search efforts by eating there. As an average search engine user, the immediate connection coupled with the promotion prompted me to bypass two other restaurants en route to my destination. The power of digital advertising!

Establish cross-device marketing campaigns. More than 50% of media interactions span two or more screens. Research indicates that tablet users are feeding information absorbed from television into their search queries onto tablets in real-time. Also, users are continuing to read the results from their computers’ and smartphones’ search queries on their tablets, adding to their shopping baskets while using a tablet and then making the actual purchase on their PC.

So many factors affect this process. I might browse during my lunch break at work and then convert from a device at home. I also might prefer to recline on the couch that evening rather than sit upright, thus influencing my choice of device at the time of purchase. Marketers must consider these and many other factors when developing their strategy.

Engage with your customers. Our Q3 report found that consumers are spending 30% more time surfing the Internet on their tablet than their PC and are 20% more engaged online than PC users. Marketers: it’s time to get creative! Consider the best ways to really connect with your audience. Whether that translates to personalization, enhanced content, pop-ins, etc is really determined by your business needs and the product or service you are marketing.

It took years for companies to recognize the business potential in e-commerce and developing an online brand presence, and a little less time to recognize the importance of creating sites that make sense for mobile. Marketers today don’t have the luxury of time. If they want to be competitive, they must adapt with this shift in technology.

Think it’s just a fad? The industry is telling you it’s not. 37% of tablet users say that they will be purchasing a new device in the next 12 months and tablet prices are falling, making them more readily available to more groups of people. Three years ago, only techies and high-income households had tablets, much like the demographics of smartphone users in their infancy – and look at them now! Next year, we are going to see a lot more people on trains, planes, and buses (as well as cars, living rooms, bedrooms – the list goes on!) with tablets. Make sure you are maximizing your online marketing presence on these devices in order to stay ahead of the curve.

Planning for the Holiday Season with an Unexpected Change in Consumer Behavior

This holiday season is expected to be more competitive in the e-commerce space than last year. It might even prove to be the year of the savviest shopper. Consumers are now armed with more knowledge of retailers’ deals and strategies during Q4 than ever before. Research also suggests that the purchasing process will take ten days longer than last

year, indicating that people are shopping smarter and comparing goods among competitors. With the asymmetric information gap closing between consumer and retailer and the development of the more patient, knowledge-seeking consumer, retailers need a way to finesse this nouveau consumer behavior into their Q4 Search Engine Marketing strategy.

The key factors to help leverage the new consumer behavior in Q4 2012 are:

1. Understanding your assist data
2. Identifying changes in product trends
3. Using on-site data to gauge category interest

Understanding your assist data will help you leverage your budget during the holiday season. This is particularly important as the consumer will be extending her purchase latency. It is plausible to have keywords in your account that drive a lot of traffic, but do not convert, especially earlier in the season. However, since your ad appeared early in the purchase cycle, the consumer is likely to return to your site from a different media or search engine marketing keyword. By attributing credit to keywords and media that occur early in the path to conversion, you can justify staying competitive on terms that may not be the last click before the conversion.

Identify changes in product trends by using Google trends. Whether you are introducing new products for Q4 or trying to gain a fresh perspective on the products that you already have, it is important to understand how the consumer is searching for, viewing and shopping for your product. This differs from the standard search query report, as you are able to see the full picture of how people are searching rather than looking only at terms that triggered your ads. If you type in an exact match term that matches one of your products, Google Trends will show the growth over time, allowing you to anticipate what the demand will look like during December. It will be important to leverage the top and rising terms by placing them into your account. What this will do is put you right in front of the consumer demand you are looking to capture and help to assess any competitors that may be outperforming you.

Using on-site data to gauge category interest is the most important aspect of planning for Q4. Category interest groups can be tracked by IgnitionOne after a consumer clicks on your ad and navigates your site. The interest groups indicate which category or product the user looks at during the session, in order to understand the consumer’s intent and the interplay among the products you offer.

For example, a consumer queries “youth jeans” with the initial intent to shop for their teenage daughter, however, they see there is a category which interests them to shop for themselves. It is this type of on-site activity that is important to gauge in order to finesse consumer conversions rather than forcing a behavior through arbitrary sales. Identifying trends in related category interests and putting together meaningful sales and/or messaging towards consumers will aid in achieving this outcome. This tactic is similar to the in-store Black Friday sales, where you put a particular item at a deep discount in order to attract sales in other sections of the store. This works better online because we have data to confirm that the people who are converting on clothes for their children are also buying a new coat for themselves. Strategies such as serving the consumer a message that reads “Buy any full-priced junior item and get 50% off of one women’s apparel item,” will encourage consumers to act and allow retailers to gain conversions on highly competitive items by bundling them with something else of interest to the consumer.

Five Ways to Maximize your Digital Marketing Team

Jani Rayner joined the London IgnitionOne office as an Account Manager more than a year ago. Originally from New Zealand, Jani pursued her passion for computing and creativity by completing a Bachelor of Business Degree, majoring in Information Technology and Advertising, which started the launch of her digital career.


Based on the digital account management experience under her belt, Jani has shared some tips below that have helped to get the best from the digital teams she has worked in.

  1. Use an integrated solution like a Digital Marketing Suite (DMS)– With a platform like this, your team can manage all publishers and most, if not all channels in one place. This saves time on multiple log-ins as well as aligning your data in one place, allowing you to centrally manage, attribute and optimise all aspects of the account. With a DMS, your budgeting decisions are also more educated and informed through easier access to cross channel insight.  Within the DMS, there may be many bulk options that can save the team time in terms of campaign creation/modifications including those all-important bid changes and optimisation.
  2. Integrate your individual teams – It is important to encourage the Display, Social and Search teams to work closely together – you will be surprised (or perhaps not) how often this doesn’t happen. Ensure that all team members are attending training sessions for new features and are setting up frequent, regular cross-channel meetings. Try to get each team member contributing to a client to sit together. This exposure can help the team to increase their skill set and keep work life fresh and interesting. This is of course in addition to the benefit to campaigns when all channels are on the same page.  Share knowledge is also key during the flu season when extra cover is needed!
  3. Promote technology usage among social teams  – Creating, monitoring and optimizing Facebook advertising can be time consuming.  By leveraging a Facebook management tool can save  a lot of time and money through the ability to create advertisements in bulk.  Especially within a social space like Facebook, it’s important to keep your advertising relevant and interesting.  Within the IgnitionOne Digital Marketing Suite there are some great features for automatic optimization.
  4. Scheduled regular reports – It is imperative to keep a track of your daily budget and performance, so set up a report to be delivered each day and make it a point for this to be one of the first things you look at. Weekly and Monthly reports can be more focused on overall performance. Having a reports automatically generated will save you time and also serves as a reminder to check month on month performance.
  5. Benefit from outside experts –  Your partners have a wealth of knowledge and they want to help you succeed, whether coming from your Yahoo/Google rep or your technology provider. Encourage team members to attend training sessions. A decent hour learning about innovations, recent releases and best practices will save time in the long run. Treat these resources like true strategic partners and you will reap the rewards.

IgnitionOne October Digest

This is the most recent issue of the IgnitionOne Industry Digest, created to keep you up-to-date on the latest industry insights and competitor news.

What About Search Partner Networks
September 12, 2012

Lee Elliot discusses why SEM managers should be cautious of partner network traffic when increasing efficiencies to an account and covers when to cut and when to invest.

Are You Listening to Your Customers?
September 17, 2012

Joseph Akyuz illustrates how marketers can leverage visitor engagement metrics.

Innovation through a Desktop
September 19, 2012

Rachel Young analogizes the innovation process at IgnitionOne to a computer.

Media Mix Modeling, the Next Frontier
September 25, 2012

Casandra Murray explains Media Mix Modeling and how it can be used to make strategic decisions by leveraging historical statistics and performance.

Company Highlights

IgnitionOne Opens Brazilian Office Appointing Edmardo Galli as Managing Director
The Drum
August 31, 2012

This is among many announcements of IgnitionOne’s strategic movement within the Brazilian landscape.

Edmardo Galli on IgnitionOne, Brazilian Marketing and the Fragmentation of Digital Marketing
Pulso Social
September 10, 2012

Q&A with Edmardo Galli that touches on the Brazilian market’s demand for digital marketing, what sets Brazil apart from other regions, trends and more.

Google Goes Shopping: ‘Product Search’ Could Generate $1.4 Billion in Revenue
September 12, 2012

Features IgnitionOne’s announcement of incorporating Google Shopping into the Digital Marketing Suite, allowing retailers to manage PLAs beside search, display and Facebook.

Google PLAs Prompt Partnership between IgnitionOne, DataPop
September 13, 2012

Highlights the new PLA feature within the Digital Marketing Suite.

IgnitionOne Aims to Help Marketers in Brazil Leapfrog Digital Challenges
Search Engine Watch
September 19, 2012

Covers the digital marketing growth opportunities in Brazil, noting that the country commands 70% of all Latin American e-commerce sales and has highest per capita online spend.

The Future of Search
September 21, 2012

Roger Barnette’s byline discusses the many changes to traditional search and the implications that these alterations will have for marketers.

Search Marketer’s Guide to Facebook Marketing, Part II: Interest Targeting
September 25, 2012

Chris Knoch, IgnitionOne’s VP of Strategic Solutions, discusses Facebook Interest Targeting, the similarities between Facebook and Search Keywords, including Precise and Broad Category targeting and some advice for using these in your social marketing.

Looking Beyond the Click
Search Engine Watch
September 27, 2012

Dave Ragals’ byline discusses the need for all departments to work cohesively in order to get online customers through the checkout process.

Tablet Share of Paid Search Dollars Stead in Q3; Engagement Tops PCs
Marketing Charts
September 27, 2012

Marketing Charts discusses data from IgnitionOne’s Q3 Report pertaining to increased mobile advertising budgets, CPC growth and higher engagement metrics for tablets than PCs.

Tablet Users Spend 30% More Time on Sites than PC Users: Report
Mobile Marketer
September 28, 2012

Discusses the enhanced engagement among tablet users compared to PC users, the slowing growth of mobile search advertising and covers the challenges in reaching smartphone users, provided by IgnitionOne’s Q3 Report.

IgnitionOne’s Margiloff: “Marketers Have Yet to Figure out the Best Use for their Data”
September 28, 2012

Q&A with Will Margiloff and Ad Exchanger regarding Google’s PLA announcement, the meaning of smart remarketing, IgnitionOne’s approach to gathering data and more.

Industry Insights

Integrated Digital Marketing

Marketing Campaign Management Needs Purposeful Collaboration
September 4, 2012

Because it is challenging for marketing professionals to work together to generate better results, many campaigns fall victim to crashing. In order to resolve these issues, marketers should synthesize planning, project management, creative, financial, and legal collaboration.

Trust in Advertising
September 17, 2012

In a recent Nielsen study, “recommendations from people I know” scored the highest on a scale of trust. A branding strategy of solely earned and owned media is not feasible, given the historical reach and success of paid media. The best way for marketers to achieve their goals is to add social and owned media experiences in ways that give paid media more legitimacy, enabling it to work harder for the brand.

The New Formal: Multi-Tasking Consumers Hop from Screen to Screen
September 17, 2012

The rapid adoption of mobile devices and their use alongside desktop and in-home electronics is significantly changing the way consumers spend time online, creating a challenge for how marketers engage them. Strategies for marketers in this complex environment consists of integration, studying consumer habits, going mobile, being smartphone savvy, creating a seamless experience, correctly attributing results, and optimizing.

US Digital Ad Spending to Top $37 Billion in 2012 as Market Consolidates
September 20, 2012

eMarketer estimates that marketers will spend $37.31 billion on digital advertising in 2012. Digital ad spending will rise 16.6% this year, and will experience double-digit growth through 2014. Search continues to be the leading digital ad spending format, but is predicted to dip from 47.1% of total spend in 2012 to 44.2% in 2016, and digital ad spending will rise from 40.2% in total digital ad spending in 2012 to 45.6% in 2016. Online and mobile video viewing are becoming increasingly popular and more than half of the US population will view video content through desktop or mobile devices in 2012.


Digital Ad Buys to Surpass TV by 2017?
September 5, 2012

Two years ago, online ad revenues were higher than those from newspaper ads. Now, Mintel, a market research company, is predicting that in 5 years or less, revenues from online ads will surpass those from TV ads. This article makes an interesting argument by looking at history to validate these claims and also discusses why luxury brands are shifting their advertising funds to mobile marketing.

Emerging Mobile Technologies and How to Leverage Them
September 7, 2012

Discusses the vast differences between traditional Internet advertising and mobile, and covers location-aware and audience-aware segmentations, regarding which is best for different brands, why they are used and what is next for these technologies.

The iPhone 5: What Does it Mean for Mobile Search (and Google)?
Search Engine Watch
September 14, 2012

Google owes a tremendous amount of its 60% market share of US mobile ad revenues and 96% mobile query volume to Apple, and has said that 40% of mobile searches have local intent. With Apple’s new iOS6 using its own mapping application, Google is slowly being pushed out of Apple’s graces. Google will be developing its own third-party mapping app that won’t be held back by iOS firmware update cycles and thus could be a much better product – allowing for greater opportunities for advertisers in their local search efforts.

For Retailers, Smartphones May Not Yet Mean Payments, But They Do Mean Purchases: Study
Tech Crunch
September 18, 2012

Deloitte notes that using apps and mobile web sites while shopping accounted for a 5% bump in retail sales, equating to $159 billion in in-store sales in the US. In the UK, the proportion was slightly higher, but that the actual value was lower: mobile usage gave a 6% bump, or $24.7 billion in sales. Forecasts show that the impact of smartphones on US retail will rise to 21%, or $782 million in sales by 2016. 74% of shoppers that visit a mobile site or app for a retailer make a purchase.


B2C, B2B Marketers’ Lead & Sales Gen Success Differ Across SocNets
Marketing Charts
August 30, 2012

39% of B2B marketers report generating leads from Facebook, with about 19% reporting sales from the network, compared to B2C marketers who have had greater successes, with 67% generating leads and 39% generating sales. For B2B marketers on LinkedIn: 44% have seen leads and 23% sales, and B2B: 21% have generated leads and 9% have experienced sales with the professional network. For B2C companies, Twitter is a far larger source of leads than LinkedIn, with 43% reporting having generated leads from the micro-blogging site. Despite these statistics, attribution remains a challenge for social networks, where 20% of marketers using social are unsure of whether they are generating leads and 40% are unsure if they have closed sales.

Agencies Bullish on Relationship Between Social and Search
Marketing Charts
September 14, 2012

Agencies that treat social as integral as search has risen 10% in the past two years, and agencies are more likely to have direct experience with the impact of social influence on search traffic, as well as with the impact of social signals on page relevance and ranking. 14% of companies this year say that the rise of social media marketing has had a huge impact on their search engine marketing, compared to 11% in 2011 and 10% in 2010, whereas 20% of agencies report a huge impact from social media, up slightly from 19% in 2011 and 18% in 2010.

Facebook Hints at How a Third-Party Ad Network Might Work
September 19, 2012

Facebook’s wealth of personal data could easily be used to target ads online with more precision than most ad networks, rivaling Google AdSense. Facebook began testing the ability for advertisers to target users of third-party mobile apps and mobile sites using Facebook data in September. So long as the user remains logged in to Facebook, they can be targeted within other apps or sites, but once logged out, they can no longer be targeted.

Facebook Now Tracks Consumers’ Retail Purchases
September 24, 2012

Facebook has purchased data on 70 million U.S. households from Datalogix, which culls information from loyalty cards and programs from more than 1,000 retailers, in order to show marketers that consumers who see ads on the social network are actually purchasing advertised products. In 70% of the 45 campaigns tracked, $1 spent on Facebook resulted in $3 in sales.

Facebook Advertising / Marketing: Best Metrics, ROI, Business Value
Occam’s Razor
September 24, 2012

Discusses a recent conference attended where a Facebook employee presented a case study that illustrates the success that the social network facilitated. The author notes that he can see a correlation but the conclusion implies that a causality may or may not be present, inspiring him to question the difficulty in measuring the value of Facebook. Because we don’t understand Facebook’s uniqueness, “we fall back on profoundly sub-optimal old world metrics like reach or online GRP equivalents.”


PPC Back to Basics Part 1 – Why You Should Care about PPC #Advertising #ppc #sea
August 31, 2012

An overview of why and how PPC assists marketers, including guaranteed exposure, aid in reaching a relevant audience, seeing immediate results, and more.

Bing It On
September, 2012

Click on the link for a side-by-side search experience from Google and Bing to help you determine which engine gives you the most relevant search results.

Search Spend Rises, Attribution, Mobile Analytics Remain Big Concerns
September 14, 2012

According to a SEMPO report including 883 respondents from 36 countries, 90% of search marketers rate the trend of mobile Internet use as significant or highly significant, pointing to changes in Google’s algorithm, confusing cross-channel attribution models, lack of mobile analytics, and retaining talent as some of the biggest concerns for 2012. Agencies, with a broader focus than individual companies, are somewhat more concerned with the rise of local search.

Data Dive: US Online Ad Spend per User, 2000-2011
Marketing Charts
September 17, 2012

This article looks at why online spending has grown more rapidly than any other medium and considers whether it is attributable to the online user population as well as inflation by pulling together data from multiple sources to measure the growth in spending per online user from 2010 to 2011.

Is It Time To Revisit Your PPC Strategy For Tablets?
Search Engine Land
September 20, 2012

Tablets doubled their share of paid search traffic from September 2011 to the end of the year. As of mid-September this year, tablets are generating nearly 10% of all paid search clicks, up from 8% following last year’s Holiday surge. While the iPad continues to deliver revenue per click on par with desktop search, the growth of its competitors is driving down the click value of the overall tablet segment. RKG found the iPad generating an RPC that is 98% that of desktop search on average, while the rest of the tablet field generates an RPC that is just 40% that of desktop traffic.

North American SEM Indus. Value Estimated to Increase by 19% This Year
Marketing Charts
September 23, 2012

The North American search engine marketing (SEM) industry will reach a value of nearly $23B by the end of 2012, an increase of almost 19% from $19.3B in 2011, according a report from Econsultancy, in association with SEMPO. This includes spending on paid search marketing and search engine optimization and on search engine marketing technology. It excludes social media marketing spending but does include pay-per-click or PPC ads on social networks. The vast majority of companies indicated that both paid search and SEO budgets will increase next year.


Google Displaces Facebook as Display Ad Champ: Yahoo, Microsoft, AOL Continue to Lose Share
September 20, 2012

According to an eMarketer report, Google will achieve digital marketplace triple play – becoming Madison Avenue’s top supplier for three digital marketing channels: search, display and mobile. Google’s and Facebook’s ascendency comes amid a rapidly expanding online display ad marketplace, thanks in part to Facebook’s push. eMarketer estimates the total U.S. online display marketplace will be $14.98 billion this year, up 21.5% from $12.33 billion last year.

Display Media Buyers Favor Combined Contextual and Audience Targeting
Marketing Charts
September 21, 2012

Respondents to a Google and Forrester Consulting survey claim that higher performance and greater accuracy are benefits of combining contextual and audience targeting, with cost as the main drawback. Most respondents pointed to contextual (82%) targeting, with behavioral (71%), demographic (69%), geographic (66%), and search retargeting (65%) also popular. Roughly 3 in 5 also use site retargeting. 77% believe that audience targeting will become a part of all campaigns in the future for display buying.

Soul Searching in the World of Display Advertising
September 25, 2012

This article discusses some of the apparent trends in online display advertising noted at several European conferences in September, including the growth of RTB and discussion about the industry’s on-going struggle to address the issues which are preventing brand advertisers from investing more of their advertising budgets.

Conversion Optimisation: Your Own Online Sales Associate

I am Chandler Bing to my friends; to a social circle filled with lawyers, teachers, insurance brokers and advertising execs- I simply work with the Internet. Attempts to explain the conversion optimization solutions I sell are met with vacant expressions and polite nods. That was until I cracked it and found a real world comparison to explain exactly what IgnitionOne’s onsite technology does.

Picture this: It is Saturday afternoon and you are out shopping. You enter a suit shop. You were here last week but didn’t really have the time to browse properly. You tentatively walk in and start looking around at all types of suits; grey, brown, black, navy. You decide that you feel that navy is the route you want to take, so you start looking at the cut, price, and size of navy suits. You are not convinced that you really need or can afford a new suit, but you are becoming increasingly interested. Should you try on a suit or walk away and spend your money elsewhere?

During this time, a sales assistant has been monitoring your behaviour – and he is good. He recognises you from your visit last week and notices that you have been in the store for some time. He understands that you like the brand; you wouldn’t be here if you didn’t. He sees that navy suits are clearly your main interest. He notices that you have some reservations though, something is holding you back from taking the next step. He approaches you….”would you like to try on this suit sir….”

15 minutes later you have tried on 3 suits and purchased one.

Now, if the sales assistant had approached you as soon as you entered the shop, it would have been irritating. You didn’t even know what you wanted at that point. You hadn’t been convinced by the brand; you needed time to browse. Had he waited much longer to approach, you would have walked out and not made the purchase. He noticed that you had a real interest in navy suits but also picked up on the fact that you had some reservations. He stepped in to overcome these reservations and made the sale. As a result of his relevant and timely approach, you are delighted with both your purchase and the experience you have had within the shop.

IgnitionOne’s conversion optimization solution is similar to an online sales assistant. By monitoring a website visitor’s behaviour in real-time, an individual interest profile is built. When the technology recognises that the site visitor has reached the purchase tipping point, an interaction is triggered on screen to assist the consumer in converting. This is very simple and very effective. The value of this online sales assistant? Clients using the solution regularly see an increase of over 30% in website conversions. A sales assistant who ignores the consumer’s buying signals in store would ultimately be a failure, yet the majority of marketers are happy for their websites to operate in this passive way.

If you had a retail store, how would you want your sales assistants to work? Your website should be no different.

Want to get in touch with Stewart? Email him at

It’s a Small Mobile World, After All

I recently spoke at a retail conference on the topic of mobile. It’s a hot topic (as you well know) and drew a pretty decent crowd. I cracked a few jokes, presented several interesting stats, and even threw out some halfway decent advice for building a mobile strategy. (Safe) success. But looking over my presentation on the plane ride home, I noticed how much “recycled” material I had used. Sure, it was interesting – but was it novel? Groundbreaking? Innovative? No. My concepts were recycled – reinvented – from other ideas that came from other people.

But it got me thinking about innovation – great, big, life-changing, civilization-altering ideas. Where do they come from in a world and industry of recycled people and ideas? Cell phones – that was a big idea. In 1984, Rudy Krolopp introduced the first portable cell phone. It took ten years and more than $100 Million to develop, but this idearealized forever changed how, where, and when we communicate with one another. And with the introduction of smart phones – portable email, internet, apps (and who can forget Facebook), our means of interacting with one another would never be the same. My iPhone isn’t my cell phone. It’s my battery-charged, app-reliant life.

Both of these grand ideas came from very simple premises – I like to talk to my friends and family, surf the web and (occasionally) check my email and update my Facebook status, and I’d rather not be tethered to my home computer and phone to do that. Enter mobile communications. And it’s completely altered the way we live. We comparison-shop for items while standing in the store using QR codes and shopping aggregator sites. Anything we need is a query and click-to-call away. Yet while this innovation changed everything, I’m not convinced that marketers have been innovating to take full advantage. We seem to be stuck in a vicious cycle of recycling – opinions, ideas, and strategies. It’s time to innovate. And since I’m convinced that big ideas come from simple premises, here are some interesting mobile stats that I hope help to get the cogs turning and innovation brewing…

1. Lots of people have smart phones.

How many? 107 Million in the US. By 2015, analysts predict that mobile Internet usage will surpass desktop Internet usage and generate $1 Trillion in mobile transactions. Yet only 67% of Google’s largest advertisers have mobile optimized sites, and IgnitionOne reported only 14% of managed spend targeted mobile devices.

Your consumers are already interacting with your brand on their mobile devices- whether you’re ready or not. So be visible. Target, manage, and optimize your search, display, and email campaigns separately. Use analytics to truly understand how your customers are interacting with your brand by channel on mobile devices today (store locator, comparison shopping, rewards programs, etc) and give them the mobile experience they’re asking for. 80% of users will abandon your site if you don’t, and 52% will go directly to one of your competitors.

2. People who have smartphones use them. A lot.

96% of smartphone owners have researched a product from their device. 62% of people who have them perform daily searches. And even though not everyone uses a mobile wallet, retail apps like Shopkick, or shops regularly from their mobile device, they’re still taking action. In fact, 21% of users who have purchased online from their mobile device after searching for local information. But that’s not nearly as astounding as the fact that  10% of people who searched for local information on their phone did nothing. That’s a 90% conversion rate!

Going back to my first point, your consumers are already interacting with your brand from their mobile devices, and they’re taking action. Their actions can be monetized and attributed to the exposures that led them there. Are you making yourself accessible to them and their needs?

3. People don’t go anywhere without their smartphones.

I mean anywhere…I recently read a survey that revealed 40% of people would rather give up their toothbrush and their shoes for a week than give up their smartphone. 80% won’t leave their homes without them, and one in four people admit to taking them to the bathroom. Gross…

My point here is that we are never without our devices. As marketers, it’s imperative that you’re always aiming to be (the most) relevant answer to your consumer’s question. How does your consumer’s location, local weather, time of day and day of week make you more or less relevant? If I’m standing on the corner of 5th and Main street, and I search for “Chinese,” I’m not likely looking for information on China’s economy or culture. I’m probably looking for great Chinese Restaurant near me. And if they offer me a free wanton soup, click-to-call for reservations, and are known for the best Kung Pao Chicken in the city, it’s an easy decision. Leverage creative copy, site links, geotargeting, and aggressive bidding strategies to be the most visible and relevant answer to your customer’s question at the exact moment they’re asking.

Want to be a mobile innovator? Just remember to start at the most obvious place – your mobile customers. Recycling mobile strategies doesn’t work, because your mobile strategy should be as unique as your customers (and completely centered around them).

IgnitionOne Continues Global Growth and Opens Warsaw, Poland Office

IgnitionOne announced today the opening of operations in Poland, based in Warsaw. This office will serve as the center of efforts to provide innovative digital marketing technology and services to advertisers across Central and Eastern Europe.

IgnitionOne also recently announced expanded operations in Sao Paulo, Brazil. The growth and investment into these markets is proof of the commitment to the opportunity in these emerging markets. IgnitionOne is working with several large brands out of the Poland office, including Orange, Netia, PLAY, Volvo, and Toyota, among others.

“Our expansion into markets like Poland and Brazil is in response to the enormous opportunity to gain a lot of traction with our Digital Marketing Suite,” said Will Margiloff, CEO. “The level of sophistication of the marketers in Poland is impressive and they are looking to avoid the chaos and confusion of the fragmented marketplace that the more advanced markets have gone through previously. This helps them leapfrog the experimentation phase of the more advanced markets.”

Mirek Wasowicz, with several years of service with the company under his belt, has been chosen to lead the efforts in Central and Eastern Europe. “IgnitionOne has approached this expansion very intelligently by combining their best-of-breed technology platform with creative local staff,” said Mr. Wasowicz. “It is the world-class service that IgnitionOne offers in every market that sets it above the market.”

Bartłomiej Lipa, Ecommerce Director of PLAY Poland said, “Since IgnitionOne has become an integrated part of PLAY’s digital marketing strategy we have seen exciting results. 15% of our online sales is due to IgnitionOne conversions and we now realise a 25% closing rate. IgnitionOne has also helped enhance our anti-fraud campaign, resulting in a rate that is now less than half of the industry average.”

IgnitionOne opens Poland office

Media and Conversion Optimization – A Holistic Approach

By Stephan van den Bremer, Managing Director, Europe

The online media world is changing rapidly. Technology is playing an important role here. Homepage take-overs, video pre-rolls, dhtml banners: all examples of technology innovations of the last couple of years seducing marketers to spend more of their media budget. Data has also changed the digital media landscape, where retargeting was a buzzword three years ago, nowadays it is offered by almost everybody. Real-time bidding, which has existed for awhile in paid search, is another innovation that impacted the display media buying, stimulating performance based marketing even more.

With so much media technology available, sometimes it seems like marketers forget that the ROI of media spend largely depends on what happens on the site as well. Recently, we had a discussion with a client who experienced more and more difficulties getting additional traffic to the site below a certain Cost Per Acquisition (CPA). Their logical conclusion was to focus on conversion optimization now and allocate budget accordingly.

This principle is exactly what we learned in school under Gossen’s First Law, named after the German economist Hermann Gossen. Very basically described, it means that every additional euro spent adds less value than the previous one. For example, the first media euro that you spend will bring ten new visitors to your website, where the second euro perhaps will generate nine additional visitors. The hundredth euro may only deliver one extra visitor. That last additional visitor cost 1 euro, whereas the first visitor cost just 0.10 euro. Alternatively, that euro could also have been spent on conversion optimization (optimizing forms, order pages, pro-active engagements, content personalization, etc.).  If, for example, this investment improved the conversion rate from 10% to 11%, that would have been the equivalent of one incremental sale based on 100 visitors. This would result in an ROI that is ten times higher than spending that euro on media.

Of course, for conversion optimization, this principle is valid as well. The ROI of every additional euro will decline as more money is spent. But there is an additional effect: an increase in conversion rate will bring the CPA of media down as well, which perhaps, in turn, makes it viable again to raise media spend.

My point is not to prefer conversion optimization above trafficking, but to take a holistic view as a marketer. Putting media and conversion optimization in silos will lead to a sub-optimal allocation of marketing budget. To start with, there should be one budget, one responsibility and one integrated technology. Each company will discover which starting point works best, whether it is on the media side or conversion side.