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.

DigitalMarketingSuite.com

What About Search Partner Networks
DigitalMarketingSuite.com
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?
DigitalMarketingSuite.com
September 17, 2012

Joseph Akyuz illustrates how marketers can leverage visitor engagement metrics.

Innovation through a Desktop
DigitalMarketingSuite.com
September 19, 2012

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

Media Mix Modeling, the Next Frontier
DigitalMarketingSuite.com
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
AdExchanger
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
MediaPost
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
MediaPost
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
FBPPC
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”
AdExchanger
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
Econsultancy
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
Nielsen
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
Adotas
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
eMarketer
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.

Mobile

Digital Ad Buys to Surpass TV by 2017?
Adotas
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
Adotas
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.

Social

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
ADWEEK
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
Mashable
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.”

Search

PPC Back to Basics Part 1 – Why You Should Care about PPC #Advertising #ppc #sea
Bing
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
Bing
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
MediaPost
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.

Display

Google Displaces Facebook as Display Ad Champ: Yahoo, Microsoft, AOL Continue to Lose Share
MediaPost
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
Econsultancy
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.

Leave a Reply

Your email address will not be published. Required fields are marked *